With the economy's ups and downs, every industry has been forced to 'get creative' in terms of generating revenue. One example stands out to me, and its roots are in the publishing industry. But I think every industry can learn from this.
In publishing, book sales are down 3% compared to last year. What creative idea did they come up with to try to negate those numbers? The authorless book tour. Yes, you heard that right.
First started successfully by Random House, the 'leaving the author at home' idea is gaining momentum. Random House launched its 'Stupid Smelly Bus Tour' six years ago to promote a book series for kids, leaving the author at home and gaining a $3.3 billion bonus within the $24 billion book industry.
Instead of focusing on the author, the tours focus on the books' characters--something that is way more exciting for kids. What a great idea for the children's publishing industry. And something that simple and logical is all every industry needs--a solid, creative and simple solution/addition.
Amulet Books did a 20-day 'Ice Cream Truck' reading tour this summer, giving out free scoops at 31 city libraries to publicize the Oct. 2009 launch of the fourth book in the Wimpy Kids series geared towards kids ages 7 to 12. It has sold more than 20 million copies to date.
Not only do these 'authorless' tours generate more revenue, they give the authors' more time to write--something the publishing house needs when they have a hit on their hands.
Brilliant, surprisingly simple, and inspiring.
Thursday, December 17, 2009
Wednesday, December 9, 2009
Make Each Piece of Your Direct Mail Count
Let's start with the bottom line first: Your customers and prospects can't respond to your direct mail piece if they don't receive it. Sounds simple right? The good news is that it is, as long as you take the proper steps to ensure your addresses are correct, complete, and updated.
Most of us get tripped up on the 'updated' part. Since every piece of mail that doesn't reach your intended audience is wasted money (on postage, on printing and mail prep), commit to updating your mail list at least 3 times a year if not more.
What does this mean? Pay attention to the obvious: accurately entering new addresses by including all elements of the address: street number, proper spelling of the street name and city, secondary addresses such as suite numbers, and the most important is the zip code.
When you are trying to get a presorted postage rate, 'quality addresses' are rewarded with the deepest automation postage discounts.
The most common data entry errors that prevent my clients from getting the presorted rates are: wrong or missing abbreviations in the address, street name misspellings, missing the N,S,E or W in the street address, and transposed or missing numbers in the primary address number.
The biggest money waster if you've always kept your list 'clean'? They're the things you couldn't possibly know about: address changes. Forwarded mail is delayed, which may cause customers to miss the timeliness of your mailing. Making sure you have the most current addresses before you mail is simple, and the answer is NCOA. Make sure your mail house applies NCOA to your list, as it taps into a USPS database containing change of address notices submitted within the last 48 months. NCOA matches your mailing list against this file before your mail pieces are sent. When a match is identified, records with new addresses are updated and those listed as moves without a forwarding address are deleted. The result? A list with the highest chance of accuracy, timely delivery and minimal wasted postage.
I've found the most sophisticated mail houses include NCOA at no additional charge. But you MUST ask the question.
Most of us get tripped up on the 'updated' part. Since every piece of mail that doesn't reach your intended audience is wasted money (on postage, on printing and mail prep), commit to updating your mail list at least 3 times a year if not more.
What does this mean? Pay attention to the obvious: accurately entering new addresses by including all elements of the address: street number, proper spelling of the street name and city, secondary addresses such as suite numbers, and the most important is the zip code.
When you are trying to get a presorted postage rate, 'quality addresses' are rewarded with the deepest automation postage discounts.
The most common data entry errors that prevent my clients from getting the presorted rates are: wrong or missing abbreviations in the address, street name misspellings, missing the N,S,E or W in the street address, and transposed or missing numbers in the primary address number.
The biggest money waster if you've always kept your list 'clean'? They're the things you couldn't possibly know about: address changes. Forwarded mail is delayed, which may cause customers to miss the timeliness of your mailing. Making sure you have the most current addresses before you mail is simple, and the answer is NCOA. Make sure your mail house applies NCOA to your list, as it taps into a USPS database containing change of address notices submitted within the last 48 months. NCOA matches your mailing list against this file before your mail pieces are sent. When a match is identified, records with new addresses are updated and those listed as moves without a forwarding address are deleted. The result? A list with the highest chance of accuracy, timely delivery and minimal wasted postage.
I've found the most sophisticated mail houses include NCOA at no additional charge. But you MUST ask the question.
Wednesday, November 18, 2009
Movement Towards Small Agencies Ring Truer Than Ever
People have been predicting the shift to small agencies forever. Well maybe not forever, but forever in media time. But now, with IBM, Wrigley and many more companies reaching out to the smaller agencies, the shift is happening and it is public.
Of course my vote is for the small agency that can not only execute highly technical creative projects, but also leading some to wonder whether the biggest digital players are becoming a thing of the past.
Small agencies are faster, there's not doubt about it. We are not organized like the big companies we work for. We don't have the traditional cascade approach, where strategy flows to production to design to technology, we have different people with one vision handling all three at a time.
Basically, large agencies have huge infrastructures and have grown so large that they don't have the creative capabilities the small agencies have. Or they take forever. I'm making the argument that small agencies can not only do banner ads and press releases, they can also provide comprehensive deliverables like digital media.
There is no 'time' anymore to speak of. Big agencies are costly and slow. So there's my argument for the small agency. Small agencies can not only do what big agencies do, but they can do it in half the time b/c there aren't eight departments involved.
That's my case for the small agency.
Of course my vote is for the small agency that can not only execute highly technical creative projects, but also leading some to wonder whether the biggest digital players are becoming a thing of the past.
Small agencies are faster, there's not doubt about it. We are not organized like the big companies we work for. We don't have the traditional cascade approach, where strategy flows to production to design to technology, we have different people with one vision handling all three at a time.
Basically, large agencies have huge infrastructures and have grown so large that they don't have the creative capabilities the small agencies have. Or they take forever. I'm making the argument that small agencies can not only do banner ads and press releases, they can also provide comprehensive deliverables like digital media.
There is no 'time' anymore to speak of. Big agencies are costly and slow. So there's my argument for the small agency. Small agencies can not only do what big agencies do, but they can do it in half the time b/c there aren't eight departments involved.
That's my case for the small agency.
Thursday, November 12, 2009
A Tie-In Collaboration That Worked: Windows 7 Meets The Whopper
Quite fascinating indeed. Take a product like Windows 7, which buzz tells us is hard to install and not worth the money. What to do? Partner with Burger King in Japan? Yes, they did it and they did it well.
I always like to share these stories because they provide us with inspiration -- no matter how weird it sounds, it just may work.
Microsoft--in efforts to publicize the release of Windows 7--teamed up with Burger King's Japanese unit to sell a seven-patty hamburger at the burger chain's outlets in Japan. Weird right? It was a major success: It was first going to be a 7 (get it?) day promotion and they extended the offer because the Windows 7 Whopper sold out each day at all15 Burger King outlets for $8.60 each. After that, the price is $16! For a Microsoft Burger. Genius.
Social Marketing worked without Microsoft having to lift a finger: YouTube videos customers posted trying to get their mouths around the 2120 calorie burger were posted immediately.
Not only did the campaign serve Microsoft, but Burger King raised profits and they got great publicity. That equals a great campaign. Now, how to get one from Japan?
I always like to share these stories because they provide us with inspiration -- no matter how weird it sounds, it just may work.
Microsoft--in efforts to publicize the release of Windows 7--teamed up with Burger King's Japanese unit to sell a seven-patty hamburger at the burger chain's outlets in Japan. Weird right? It was a major success: It was first going to be a 7 (get it?) day promotion and they extended the offer because the Windows 7 Whopper sold out each day at all15 Burger King outlets for $8.60 each. After that, the price is $16! For a Microsoft Burger. Genius.
Social Marketing worked without Microsoft having to lift a finger: YouTube videos customers posted trying to get their mouths around the 2120 calorie burger were posted immediately.
Not only did the campaign serve Microsoft, but Burger King raised profits and they got great publicity. That equals a great campaign. Now, how to get one from Japan?
Tuesday, November 3, 2009
Inspiration from Hulu: Money Well Spent on Advertising
Am inspired by an article I read in Fast Company this morning regarding Hulu.com, the main representative of what is considered "Web TV" today.
Lessons that can be learned from their strategies to give more value to companies advertising on their site:
1. Let viewers control part of the ad experience: Viewers can choose which commercials to watch--from BlackBerry to Fancy Feast cat food. Even better for viewers, they can choose between one glob of ads before a movie or several segments that are shorter.
2. Viewers can vote with a thumbs-up or thumbs-down on each ad. THIS IS THE GENIUS PART. Viewers get satisfaction of providing feedback and lets Hulu customize their ads from that feedback. Moreover, as we can all argue about advertising, how to gauge it, etc.--we do all know that it works. With viewer feedback, advertisers can truly know if they are going in the right direction with their ad campaign or not. Businesses value ANY kind of feedback (hence the popularity of Twitter), even the bad so they can change course and stop wasting money on something that doesn't entice viewers.
3. Users of Hulu supply demographic information--all of this enables advertisers to achieve far more precise targeting than our regular 'ole TV provides. I must include my friends that love Hulu as a lot of them are in the creative industry and use Hulu to pass time while huge files are uploading, etc. "I have a big belief that if you don't have children under the age of 2, you don't need to see a Pampers commercial," Kilar of Hulu says. "That's not money well spent for an advertiser."
4. Example: In launching their new search engine Bing, Microsoft ran a "Bing-a-thon" which in a nutshell was a 72-minute telethon parody that was truly funny and featured actors from SNL. Every Hulu ad that day was a Bing-a-thon clip, and the infomercial was the day's 4th most watched program. An ad being a top program? Get out! THE GENIUS OF THIS: Viewers could do a Bing search within the Hulu screen and tell friends about it. There is no other platform within TV that allows you to do that right now. And, viewers tuned in for approximately 30 minutes--the equivalent of nearly 60 30-second spots.
While Hulu needs to grow it's advertising dollars to make money, as they offer a free service, I think they are on the right track. Anything from here can only be better. They are truly tuned in and I admire their strategy.
We can all learn from this, and apply it to our own advertising dollars spent.
Lessons that can be learned from their strategies to give more value to companies advertising on their site:
1. Let viewers control part of the ad experience: Viewers can choose which commercials to watch--from BlackBerry to Fancy Feast cat food. Even better for viewers, they can choose between one glob of ads before a movie or several segments that are shorter.
2. Viewers can vote with a thumbs-up or thumbs-down on each ad. THIS IS THE GENIUS PART. Viewers get satisfaction of providing feedback and lets Hulu customize their ads from that feedback. Moreover, as we can all argue about advertising, how to gauge it, etc.--we do all know that it works. With viewer feedback, advertisers can truly know if they are going in the right direction with their ad campaign or not. Businesses value ANY kind of feedback (hence the popularity of Twitter), even the bad so they can change course and stop wasting money on something that doesn't entice viewers.
3. Users of Hulu supply demographic information--all of this enables advertisers to achieve far more precise targeting than our regular 'ole TV provides. I must include my friends that love Hulu as a lot of them are in the creative industry and use Hulu to pass time while huge files are uploading, etc. "I have a big belief that if you don't have children under the age of 2, you don't need to see a Pampers commercial," Kilar of Hulu says. "That's not money well spent for an advertiser."
4. Example: In launching their new search engine Bing, Microsoft ran a "Bing-a-thon" which in a nutshell was a 72-minute telethon parody that was truly funny and featured actors from SNL. Every Hulu ad that day was a Bing-a-thon clip, and the infomercial was the day's 4th most watched program. An ad being a top program? Get out! THE GENIUS OF THIS: Viewers could do a Bing search within the Hulu screen and tell friends about it. There is no other platform within TV that allows you to do that right now. And, viewers tuned in for approximately 30 minutes--the equivalent of nearly 60 30-second spots.
While Hulu needs to grow it's advertising dollars to make money, as they offer a free service, I think they are on the right track. Anything from here can only be better. They are truly tuned in and I admire their strategy.
We can all learn from this, and apply it to our own advertising dollars spent.
Sunday, October 25, 2009
The Genius of Facebook
It seems to me that everyone throws the word 'social marketing' around these days to describe everything. I want to get back to the basics. To me, the genius of Facebook can be described as any example. When I want to find out the latest movies to see, the latest baby products that REALLY work, even down to the next car I should get, I poll my friends on Facebook. Say you have 600 friends (and yes, people do) and 30% respond with similar answers, what do you think will sway the buyer more?
An ad (print or online) can generate an idea (the idea to purchase), so in no way is that being discounted. Companies just forget to take that a step further, and that's where social marketing comes in.
Even Twitter comes into play. I shop a lot online, as do most people in their 30s do. I follow retailers, hoping I'll come across a great deal they post on Twitter. While scanning through my tweets (oh, I hate that word), I see other people I follow commenting on their latest purchases.
Facebook Connect is genius. People are starting to get it--retailers use this service, get a Facebook log-in window on their website, allowing users to tap their friend lists for input as they shop. Think about it--one person becomes a fan, all your friends see it, and they become fans too.
My take on the future, whenever that may be: shoppers will start using Facebook instead of search engines like Google, where most retail buys happen today.
Social Marketing in a nutshell: As more media outlets grow, the more word-of-mouth marketing opportunities the better. Don't discount friend power.
An ad (print or online) can generate an idea (the idea to purchase), so in no way is that being discounted. Companies just forget to take that a step further, and that's where social marketing comes in.
Even Twitter comes into play. I shop a lot online, as do most people in their 30s do. I follow retailers, hoping I'll come across a great deal they post on Twitter. While scanning through my tweets (oh, I hate that word), I see other people I follow commenting on their latest purchases.
Facebook Connect is genius. People are starting to get it--retailers use this service, get a Facebook log-in window on their website, allowing users to tap their friend lists for input as they shop. Think about it--one person becomes a fan, all your friends see it, and they become fans too.
My take on the future, whenever that may be: shoppers will start using Facebook instead of search engines like Google, where most retail buys happen today.
Social Marketing in a nutshell: As more media outlets grow, the more word-of-mouth marketing opportunities the better. Don't discount friend power.
Tuesday, October 20, 2009
Boost Direct Mail Visibility with Promotional Products
I tend to write what's on my mind at the moment, namely at 2:42 am tonight.
As I spent the day sourcing retro products for a high-end corporation (which I will ultimately customize packaging for the products with custom sound--then fulfill and mail) it got me thinking.
The campaigns I do for this company generate a high response due to many factors.
It's an innovative fulfillment campaign (not a flat static postcard) which will increase visibility to their prospects and be the first or third step in generating sales (as we mail to the same list 3 times at least).
For the creative concept, dream big first, logistics second. Because there is ALWAYS a way if you work with an agency that can start at concept, or take yours to make it a reality. There are many sources and agency has access to, companies that won't sell directly to one person.
Here are some rules to guarantee success once you have your creative concept down:
1. Above ALL, make sure your mailing list is accurate. Your mailing is as good as your list. The more you have narrowed it down, the better.
2. Get a business reply account at your local post office. You will save a ton in postage. Instead of being charged postage for every reply card you include in a mailing, you'll only get charged for the ones that get mailed back. Visit usps.com for more information on business accounts. $500 a year is worth it if you do direct mail.
3. What makes a promotional product mailing? When it's mailed as a "dimensional": in a box or tube. Recent research from Baylor University shows that such a dimensional mailing can increase response rates by as much as 75 percent!
4. Send something that is related to what your company offers, and make it interactive (anything that they will want to stay on their desk, play with, or show to other people within their company).
5. Use "delayed" mailings: create anticipation when doing a 2, 3 or 4-tier mailing to the same mail list. Target prospects receive only one part of an item with another "theme matching" piece to follow. This is key that maybe I should have made it #1.
Good day, and good mailings!
As I spent the day sourcing retro products for a high-end corporation (which I will ultimately customize packaging for the products with custom sound--then fulfill and mail) it got me thinking.
The campaigns I do for this company generate a high response due to many factors.
It's an innovative fulfillment campaign (not a flat static postcard) which will increase visibility to their prospects and be the first or third step in generating sales (as we mail to the same list 3 times at least).
For the creative concept, dream big first, logistics second. Because there is ALWAYS a way if you work with an agency that can start at concept, or take yours to make it a reality. There are many sources and agency has access to, companies that won't sell directly to one person.
Here are some rules to guarantee success once you have your creative concept down:
1. Above ALL, make sure your mailing list is accurate. Your mailing is as good as your list. The more you have narrowed it down, the better.
2. Get a business reply account at your local post office. You will save a ton in postage. Instead of being charged postage for every reply card you include in a mailing, you'll only get charged for the ones that get mailed back. Visit usps.com for more information on business accounts. $500 a year is worth it if you do direct mail.
3. What makes a promotional product mailing? When it's mailed as a "dimensional": in a box or tube. Recent research from Baylor University shows that such a dimensional mailing can increase response rates by as much as 75 percent!
4. Send something that is related to what your company offers, and make it interactive (anything that they will want to stay on their desk, play with, or show to other people within their company).
5. Use "delayed" mailings: create anticipation when doing a 2, 3 or 4-tier mailing to the same mail list. Target prospects receive only one part of an item with another "theme matching" piece to follow. This is key that maybe I should have made it #1.
Good day, and good mailings!
Monday, October 12, 2009
Writing a Press Release - simple and not simple
You can write press releases all day, every day, but if they don't get an editor's attention, you can consider your time wasted. Editors read press releases in 1-2 seconds, have a well-trained eye, and will toss your release you worked hours on if the first paragraph doesn't attract them.
So, what to do? Think about being the editor. You want simple--who doesn't? You want to make the least edits as possible--who doesn't? So the more coherently a release is written, the better its chances of getting picked up by news sources.
Here are the "musts": Make sure you're writing about a newsworth events. They include things like new product launches, technology updates, company donations to the community, etc.
Realize some editors get over hundreds of releases per day, so think before you write: "Is this something I would want to read about?"
Old school PR says "know your audience". I say "know THEIR audience". The goal is to get this published, and an editor will pick something they think THEIR audience will enjoy, not just yours.
Old school PR is right about something things though--never forget these basic elements:
-identify the who, what, where, when, how and why
-make the headline attention-grabbing
-include quotes
-include a background
-finish with a corporate summary
-provide contact information, even if it's just your website
Good luck!
So, what to do? Think about being the editor. You want simple--who doesn't? You want to make the least edits as possible--who doesn't? So the more coherently a release is written, the better its chances of getting picked up by news sources.
Here are the "musts": Make sure you're writing about a newsworth events. They include things like new product launches, technology updates, company donations to the community, etc.
Realize some editors get over hundreds of releases per day, so think before you write: "Is this something I would want to read about?"
Old school PR says "know your audience". I say "know THEIR audience". The goal is to get this published, and an editor will pick something they think THEIR audience will enjoy, not just yours.
Old school PR is right about something things though--never forget these basic elements:
-identify the who, what, where, when, how and why
-make the headline attention-grabbing
-include quotes
-include a background
-finish with a corporate summary
-provide contact information, even if it's just your website
Good luck!
Tuesday, September 29, 2009
iPhone Apps Today are Just a Hint of What's To Come
Okay, I like to pare things down into what works, and what doesn't. This is a process I always use when getting ready to brainstorm the creative, and the creative usually comes to me in this process.
So, to boil it down, I check out the latest apps that I think are cool, and those that aren't. And it always comes down to "why do some work, and some don't?". The answer? Easy! Is it something I would use? It's kind of like buying a present for someone you care about--you buy them something you think they would actually use.
Now let's see what I think about what works and what doesn't:
Coca-Cola offers "Spin the Coke", which is basically spin-the-bottle on an iPhone screen. If I don't have better things to do than this, shoot me.
The Date App, which helps socially awkward people figure out what to say on a date. Um....no.
Now, let's apply it to branding, since most of the apps out there are "entertainment", I say the time is now to apply creative + branding + this new media as one element of social marketing, which in essence is all about creating and maintaining a fan base--the creation of goodwill translates into dollars for non-profits, associations and corporations.
Here are some of my favorites--and what do they have in common? Useability! Something I would actually use:
1. Disney World Wait Times & More: the concept is to get feedback from people who are at Walt Disney World waiting in line for rides--people who happen to also have iPhones loaded with Wait Times software get the most accurate wait times for rides such as Space Mountain.
--now imagine the possibilities with any lines: hospitals, Saturday night popular restaurants, opening nights of movies, etc. People feel a camaraderie with those they are interacting with, and that's good for any brand.
2. Benjamin Moore's Ben Color Capture app. I just downloaded this yesterday and it's too cool for interior design fans like me. I could take a picture of the green Buddha head on my desk (love love love that green, and would love it in my living room), and the app shows me the closest matching colors in the Benjamin Moore catalog. Imagine the possibilities! This can change how people come up with color schemes in their homes. Paint swatches will be soooo last century.
Anyhow, this is what I've been mulling over in my head for the last month. So many possibilities and so many chances to create. I can't wait.
So, to boil it down, I check out the latest apps that I think are cool, and those that aren't. And it always comes down to "why do some work, and some don't?"
Now let's see what I think about what works and what doesn't:
Coca-Cola offers "Spin the Coke", which is basically spin-the-bottle on an iPhone screen. If I don't have better things to do than this, shoot me.
The Date App, which helps socially awkward people figure out what to say on a date. Um....no.
Now, let's apply it to branding, since most of the apps out there are "entertainment", I say the time is now to apply creative + branding + this new media as one element of social marketing, which in essence is all about creating and maintaining a fan base--the creation of goodwill translates into dollars for non-profits, associations and corporations.
Here are some of my favorites--and what do they have in common? Useability! Something I would actually use:
1. Disney World Wait Times & More: the concept is to get feedback from people who are at Walt Disney World waiting in line for rides--people who happen to also have iPhones loaded with Wait Times software get the most accurate wait times for rides such as Space Mountain.
--now imagine the possibilities with any lines: hospitals, Saturday night popular restaurants, opening nights of movies, etc. People feel a camaraderie with those they are interacting with, and that's good for any brand.
2. Benjamin Moore's Ben Color Capture app. I just downloaded this yesterday and it's too cool for interior design fans like me. I could take a picture of the green Buddha head on my desk (love love love that green, and would love it in my living room), and the app shows me the closest matching colors in the Benjamin Moore catalog. Imagine the possibilities! This can change how people come up with color schemes in their homes. Paint swatches will be soooo last century.
Anyhow, this is what I've been mulling over in my head for the last month. So many possibilities and so many chances to create. I can't wait.
Monday, September 21, 2009
Making Giveaways Part of Your Plan
The word "free" in business makes owners shudder--there is no profit in free. I say it's time to rethink "free". Money losers today can bring in paying customers tomorrow if done right. As the economy evolves, the things we value comes more in bits (virtual) versus material (bricks). Bits cost virtually nothing to copy and distribute in comparison to material.
Since I'm a new mommy, the example I have in mind is Webkinz. They're popular with parents because their kids can go online and play with digital versions of their plush toys. The online experience must generate and emotional connection - so the creative still has to be right - but Webkinz uses this successful tool to sell their stuffed animals.
And then let's take Radiohead, the band. At first, I was very unsure of their strategy: they let fans download its album In Rainbows for whatever they thought it was worth. Of course, a lot of people paid zero, but the average sale price was $6. This definitely made me do a double-check of my initial reaction. Radiohead ended up taking a big risk and through downloads, the band made more money than any of its previous records. Crazy right?
Personally, I'm rethinking "free".
Since I'm a new mommy, the example I have in mind is Webkinz. They're popular with parents because their kids can go online and play with digital versions of their plush toys. The online experience must generate and emotional connection - so the creative still has to be right - but Webkinz uses this successful tool to sell their stuffed animals.
And then let's take Radiohead, the band. At first, I was very unsure of their strategy: they let fans download its album In Rainbows for whatever they thought it was worth. Of course, a lot of people paid zero, but the average sale price was $6. This definitely made me do a double-check of my initial reaction. Radiohead ended up taking a big risk and through downloads, the band made more money than any of its previous records. Crazy right?
Personally, I'm rethinking "free".
Sunday, September 13, 2009
Old-Fashioned Creativity Will Always Rule
If any of you are big TV commerical fans like myself (in my case viral versus television), you may have wondered why U.K. videos always seem to go viral, as opposed to (my opinion now) blah blah blah US commericals. If the best someone can give me are the Superbowl ads, maybe we can learn something from across the pond.
If you haven't seen "Eyebrow Dance" (Cadbury), "Rollerbabies" (Evian), or "Dance" (T-Mobile), look it up on You Tube now. Even the most non-TV watching friends I've sent this too have responded with enthusiasm.
Trying out to find the difference between "their" videos versus "ours" was hard at first. Besides just saying "British advertisers tend to be edgier" wasn't enough. What was it then? A strong creative idea at the center of it all.
What did all of those UK videos have in common? An ability to engage the viewer emotionally, whether it be changing their mood, or even just having them wonder "was that real"?
Maybe it's just me, but in all areas of advertising, old-fashioned creativity has been lacking. It's time to bring it back.
If you haven't seen "Eyebrow Dance" (Cadbury), "Rollerbabies" (Evian), or "Dance" (T-Mobile), look it up on You Tube now. Even the most non-TV watching friends I've sent this too have responded with enthusiasm.
Trying out to find the difference between "their" videos versus "ours" was hard at first. Besides just saying "British advertisers tend to be edgier" wasn't enough. What was it then? A strong creative idea at the center of it all.
What did all of those UK videos have in common? An ability to engage the viewer emotionally, whether it be changing their mood, or even just having them wonder "was that real"?
Maybe it's just me, but in all areas of advertising, old-fashioned creativity has been lacking. It's time to bring it back.
Friday, September 4, 2009
Does Blogging Work as a Business Tool?
How do blogging and email marketing work together, and do they? My opinion: email as a tool is great for conversion and retention, but what about acquiring new ones?
I've heard that email and search still make up the majority of online activity. How do leverage 'search' to reach new people?
To use search as a way to get more new contacts, there is Pay-Per-Click and SEO. To me they are one and the same, except you have to pay for one.
If your website ranks among the top dozen results after a search, you're doing well and can probably stop reading here.
Most if not all clicks are made on a search engine results page such as Google.
So here's the problem: PPC only gets a small amount of clicks on search engine pages, and traditional website SEO tactics don't come close to fulfilling the volume of keywords that an organization needs to target.
The supplement? Notice I said supplement and not "the answer". Search engines, when it comes down to it, want to deliver relevant content. This is where blogging comes in.
When blogging, pay attention to the following: keywords (the more content, the more chances you have to use the keywords you want to be found on), page titles (a page with a title that matches the search phrase has a much better chance of improving their rankings), and frequency (blogs are updated more frequently--search engines put a higher value on pages that are updated more).
I've heard that email and search still make up the majority of online activity. How do leverage 'search' to reach new people?
To use search as a way to get more new contacts, there is Pay-Per-Click and SEO. To me they are one and the same, except you have to pay for one.
If your website ranks among the top dozen results after a search, you're doing well and can probably stop reading here.
Most if not all clicks are made on a search engine results page such as Google.
So here's the problem: PPC only gets a small amount of clicks on search engine pages, and traditional website SEO tactics don't come close to fulfilling the volume of keywords that an organization needs to target.
The supplement? Notice I said supplement and not "the answer". Search engines, when it comes down to it, want to deliver relevant content. This is where blogging comes in.
When blogging, pay attention to the following: keywords (the more content, the more chances you have to use the keywords you want to be found on), page titles (a page with a title that matches the search phrase has a much better chance of improving their rankings), and frequency (blogs are updated more frequently--search engines put a higher value on pages that are updated more).
Friday, August 28, 2009
E-Mail Marketing Tips
I recently had a client call me and ask why there was such a high bounceback rate in her constant contact list, or many that ended up in the 'junk folder'. While there are many reasons that can occur--from what you put as the subject line in your email to a few irate people hitting "spam" when they see it--in her case, here was the fix.
In my experience, the reason failure rates started becoming an issue to marketers started many years ago from the spam/valid email dictionary attacks on ISPs.
This is how constant contact defines "high" bounce rate: "Constant Contact also expects your mailing list to be as "clean" as possible before you import it to our system. Your list should be recently aged, as well as scrubbed of both "role" and illegitimate addresses. <this is why I always say our list management services, whether email or direct mail, needs to be at minimum a bi-monthly commitment--we manage, add and delete emails for you--all you have to send us is an email with old/new names/email addresses/physical addresses>. These lists consistently result in high abuse complaints and bounce rates, and directly impact email delivery rates."
Constant Contact is a low cost ESP that targets small businesses and organizations. It's a self-serve model and so anyone can come to their site and sign up for the service. Accordingly, to protect their IP addresses, Constant Contact has the most stringent thresholds for the three main criteria that ISPs screen for to determine whether or not to block, or at worst, blacklist you:
1. excessive "this is spam" complaints
2. excessive bounces
3. existence of 'spamtrap' addresses
So we also provide services that will help clean your list and flag/remove closed domains, suspect and malicious email addresses, hygiene (i.e. syntax, typo, formatting, misspelling, etc) and top level domain errors. What we try to avoid is having our clients function with an old list that contains a significant percentage of validly formatted emails (e.g. anniej@hotmail.com) that are no longer in use. We step in, 'hygiene' the entire list and then message the remainder of the file that otherwise looks OK. Given that most email address lists experience a 30% annual churn rate, it's easy to see how companies can get blocked or blacklisted if they're not being diligent about keeping their email lists fresh and up-to-date on a regular basis.
Give us your old list and let us start maintaining it now. You can design the most attractive email campaign in the world, but at the end of the day, it's only as good as your list. Same with direct mail.
Historically, B2B doesn't get as many spam complaints as B2C.
Try out our additional list cleaning services before sending out your next email campaign and see the 'failure rates' decline.
In my experience, the reason failure rates started becoming an issue to marketers started many years ago from the spam/valid email dictionary attacks on ISPs.
This is how constant contact defines "high" bounce rate: "Constant Contact also expects your mailing list to be as "clean" as possible before you import it to our system. Your list should be recently aged, as well as scrubbed of both "role" and illegitimate addresses. <this is why I always say our list management services, whether email or direct mail, needs to be at minimum a bi-monthly commitment--we manage, add and delete emails for you--all you have to send us is an email with old/new names/email addresses/physical addresses>. These lists consistently result in high abuse complaints and bounce rates, and directly impact email delivery rates."
Constant Contact is a low cost ESP that targets small businesses and organizations. It's a self-serve model and so anyone can come to their site and sign up for the service. Accordingly, to protect their IP addresses, Constant Contact has the most stringent thresholds for the three main criteria that ISPs screen for to determine whether or not to block, or at worst, blacklist you:
1. excessive "this is spam" complaints
2. excessive bounces
3. existence of 'spamtrap' addresses
So we also provide services that will help clean your list and flag/remove closed domains, suspect and malicious email addresses, hygiene (i.e. syntax, typo, formatting, misspelling, etc) and top level domain errors. What we try to avoid is having our clients function with an old list that contains a significant percentage of validly formatted emails (e.g. anniej@hotmail.com) that are no longer in use. We step in, 'hygiene' the entire list and then message the remainder of the file that otherwise looks OK. Given that most email address lists experience a 30% annual churn rate, it's easy to see how companies can get blocked or blacklisted if they're not being diligent about keeping their email lists fresh and up-to-date on a regular basis.
Give us your old list and let us start maintaining it now. You can design the most attractive email campaign in the world, but at the end of the day, it's only as good as your list. Same with direct mail.
Historically, B2B doesn't get as many spam complaints as B2C.
Try out our additional list cleaning services before sending out your next email campaign and see the 'failure rates' decline.
Tuesday, August 25, 2009
The Art of Video Message Mapping
By Jolyn Janis, RCM Contributor
The art of video message mapping.
Before moving forward with any commercial video or film, we "map" our messaging and shooting plan in detailed visual graphs. While our clients may already know their messaging, it almost always evolves and shifts as the project continues and the creative juices are flowing. This mapping strategy helps to keep the project on a clear path in terms of the video as well as the world in which it lives.
Digital video rarely lives alone.
Digital video always lives within the context of a website and other content is sharing that space. What else lives on the page where your video will be shown? Where does the video direct the user? What emotional response do you want to evoke and what actions do you want your audience to take based on that emotional response? These are just a few questions we ask our clients to understand the context of the film that we are trusted in creating.
Story is key.
There is story in everything, everybody, every company. When a client is open to spending the time to craft their unique narrative thread, it always enhances their final product on an emotional level (the most impactful level). Making a video is the easy part, but what do you say and how will you say it? We've all seen the ads that are informational, but kinda boring - or they are entertaining but once its over, you cant remember what company it was promoting. This is the result of a good idea without a core foundation of the company that created it. Start with the story and craft outwards from there.
The art of video message mapping.
Before moving forward with any commercial video or film, we "map" our messaging and shooting plan in detailed visual graphs. While our clients may already know their messaging, it almost always evolves and shifts as the project continues and the creative juices are flowing. This mapping strategy helps to keep the project on a clear path in terms of the video as well as the world in which it lives.
Digital video rarely lives alone.
Digital video always lives within the context of a website and other content is sharing that space. What else lives on the page where your video will be shown? Where does the video direct the user? What emotional response do you want to evoke and what actions do you want your audience to take based on that emotional response? These are just a few questions we ask our clients to understand the context of the film that we are trusted in creating.
Story is key.
There is story in everything, everybody, every company. When a client is open to spending the time to craft their unique narrative thread, it always enhances their final product on an emotional level (the most impactful level). Making a video is the easy part, but what do you say and how will you say it? We've all seen the ads that are informational, but kinda boring - or they are entertaining but once its over, you cant remember what company it was promoting. This is the result of a good idea without a core foundation of the company that created it. Start with the story and craft outwards from there.
Wednesday, August 19, 2009
Keep Your Project On-time and In Budget
By Emily Adams, RCM Contributor:
A designer shares the things she wished clients knew:
Content! Content! Content!
The single most important thing you need to know about graphic design is that it can't save bad content! Content that is ready for design is fine-tuned for MESSAGE and free of spelling mistakes and grammatical errors. If it takes you two months of back and forth with your internal team, it's time well spent. You should avoid using the layout process as "inspiration" as multiple text edits will drive up your costs significantly. If you get a completely new idea when you see your first designed draft, put layout on hold and go back to the content development phase.
An Ounce of Prevention is Worth $$$
Another effective way for you to help is to thoroughly prep all of the materials you provide to the designer. If graphs/charts are included, the data should be configured as you would like it presented in the piece. The designer will most likely need to redo the materials in a design-specific program, but a nice, neat Excel file will make this process much faster and thus, less expensive. Any images you provide should be high-res and fairly good quality, meaning close to how you want them to look in the finished piece.
The Designer is a Magician, Not a Mind Reader
Make sure you are very explicit about things that may seem very obvious to you. For example, stock imagery can cost anywhere from $10 to hundreds of dollars. If your budget is an issue, make sure the designer is aware and instruct them to source appropriate images that are also cost effective as you define it. Make sure you and the designer agree that no images will be purchased without your approval.
If you have corporate graphic standards that need to be followed make sure the designer is provided with these or make a detailed list of key rules to follow when formatting text or using elements. Never assume the designer knows anything about your graphics standards. Review the first draft thoroughly to make sure that the designer is understanding and implementing the guidelines correctly.
Agree to Disagree: The Internal Approval Process
You can greatly reduce costs and keep deadlines intact by streamlining the approval process. Make sure that you know who will be in charge of approving design work and that everyone can agree to let that team or person's judgment stand. If you have thoroughly vetted your content, then you'll be way ahead of the game.
A designer shares the things she wished clients knew:
Content! Content! Content!
The single most important thing you need to know about graphic design is that it can't save bad content! Content that is ready for design is fine-tuned for MESSAGE and free of spelling mistakes and grammatical errors. If it takes you two months of back and forth with your internal team, it's time well spent. You should avoid using the layout process as "inspiration" as multiple text edits will drive up your costs significantly. If you get a completely new idea when you see your first designed draft, put layout on hold and go back to the content development phase.
An Ounce of Prevention is Worth $$$
Another effective way for you to help is to thoroughly prep all of the materials you provide to the designer. If graphs/charts are included, the data should be configured as you would like it presented in the piece. The designer will most likely need to redo the materials in a design-specific program, but a nice, neat Excel file will make this process much faster and thus, less expensive. Any images you provide should be high-res and fairly good quality, meaning close to how you want them to look in the finished piece.
The Designer is a Magician, Not a Mind Reader
Make sure you are very explicit about things that may seem very obvious to you. For example, stock imagery can cost anywhere from $10 to hundreds of dollars. If your budget is an issue, make sure the designer is aware and instruct them to source appropriate images that are also cost effective as you define it. Make sure you and the designer agree that no images will be purchased without your approval.
If you have corporate graphic standards that need to be followed make sure the designer is provided with these or make a detailed list of key rules to follow when formatting text or using elements. Never assume the designer knows anything about your graphics standards. Review the first draft thoroughly to make sure that the designer is understanding and implementing the guidelines correctly.
Agree to Disagree: The Internal Approval Process
You can greatly reduce costs and keep deadlines intact by streamlining the approval process. Make sure that you know who will be in charge of approving design work and that everyone can agree to let that team or person's judgment stand. If you have thoroughly vetted your content, then you'll be way ahead of the game.
Sunday, August 16, 2009
Integration is Key
All I hear lately in the media is about social media, and it gives businesses the wrong perception: that we need to shift marketing dollars from "traditional" marketing to online advertising and social media. In my opinion, this is not a wise decision for the long-term, and it's not as effective as integrating all forms of advertising.
Why did I choose to call my company a media company? Because advertising IS public relations, because online advertising IS social networking. Integration is key to a long term marketing strategy.
Studies have shown that consumers don't differentiate between sources of brand messages. They form their brand image from all media outlets to which they have been exposed. This is why consistency is key. No matter what media outlet you use, when you use the integration strategy I believe in, the last thing you want is to create brand confusion. Google "The Shack" and see why Radio Shack's latest strategy did not work. It confused people.
PR is going to become more important now and in the future, as clients start using integrated models. The days of social marketing OR print ads, visual storytelling OR banner ads is over. Think AND, not OR. It's up to media companies to make it happen, and our clients will benefit from this shift in thinking.
Why did I choose to call my company a media company? Because advertising IS public relations, because online advertising IS social networking. Integration is key to a long term marketing strategy.
Studies have shown that consumers don't differentiate between sources of brand messages. They form their brand image from all media outlets to which they have been exposed. This is why consistency is key. No matter what media outlet you use, when you use the integration strategy I believe in, the last thing you want is to create brand confusion. Google "The Shack" and see why Radio Shack's latest strategy did not work. It confused people.
PR is going to become more important now and in the future, as clients start using integrated models. The days of social marketing OR print ads, visual storytelling OR banner ads is over. Think AND, not OR. It's up to media companies to make it happen, and our clients will benefit from this shift in thinking.
Thursday, August 13, 2009
When Social Networking Pays
For me, social networking is all about generating goodwill, but as advertisers it's hard to show tangible results. But tangible results are not the point right now. Right now it's to form a "community" of customers who want to interact about your product and/or service.
With that being said, social networks pay more when only the top customers are invited to particpate, and truly exchange helpful information. Past thinking has been, "hey, let's invite the whole world." I don't think this is as effective. Make your social network useful and the more goodwill you will generate. You will build more top clients and that is how to make your network grow. Fast and "let's just throw it out there" is not the way to go.
Customers will use the network to get answers to problems quickly, also reducing time your office staff has to spend answering questions. The new term for this type of social networking is called "narrowcasting", and I believe it's most effective RIGHT NOW. All the free support your clients are sharing saves companies time and money, and that's the bottom line.
With that being said, social networks pay more when only the top customers are invited to particpate, and truly exchange helpful information. Past thinking has been, "hey, let's invite the whole world." I don't think this is as effective. Make your social network useful and the more goodwill you will generate. You will build more top clients and that is how to make your network grow. Fast and "let's just throw it out there" is not the way to go.
Customers will use the network to get answers to problems quickly, also reducing time your office staff has to spend answering questions. The new term for this type of social networking is called "narrowcasting", and I believe it's most effective RIGHT NOW. All the free support your clients are sharing saves companies time and money, and that's the bottom line.
Friday, August 7, 2009
Web Design and Development: Take the Extra Time for Your Client
By David Corley, RCM Contributor
What I Wish I Had Known Before, regarding web design and development.
You are not doing you job unless you add your touch to a design. I know what I would want to see from someone I'm paying good money to, would be to take the guess work out of any design.
The mock-ups we provide are the most crucial element to gaining trust with a client. Take the extra time and 'tighten it up'. DO NOT be afraid to add some spin to what you are building, because most of the time, the client is wanting someone to take the idea over and refine it.
Also, don't forget to stay within your comfort zone for coding as you do so....DON'T get over your head with it, or else you will have a harder time connecting all the dots later.
Rock Candy Media is proud to have David Corley on our team!
What I Wish I Had Known Before, regarding web design and development.
You are not doing you job unless you add your touch to a design. I know what I would want to see from someone I'm paying good money to, would be to take the guess work out of any design.
The mock-ups we provide are the most crucial element to gaining trust with a client. Take the extra time and 'tighten it up'. DO NOT be afraid to add some spin to what you are building, because most of the time, the client is wanting someone to take the idea over and refine it.
Also, don't forget to stay within your comfort zone for coding as you do so....DON'T get over your head with it, or else you will have a harder time connecting all the dots later.
Rock Candy Media is proud to have David Corley on our team!
Sunday, August 2, 2009
Write the Right Story at the Right Time: PR
PR must always be a part of your marketing strategy, yet it is overlooked in today's times because we think (myself included) that if we have any money to spend at all, better to get in a person's face. But if you take away that assumption, try to look at PR the way I do--whether you're a business or association--to generate goodwill. You want people to feel good about the products and services they buy, you want people to be proud to be part of your association.
So when writing a press release, are they your audience? Yes and no. I always put myself in the position of the editor, or even the journalist looking for a story. Imagine their day sorting through boring 'news' releases, annoying emails and voicemails from publicists, all while trying to remember what they are there to do: deliver an original, compelling story.
So what's a PR company to do? Start with the journalist's needs and not yours. I harass the journalist until they understand that I UNDERSTAND their audience. What does their audience feel and want? It's a tall order, but I promise if you do your homework you will get further than spamming everyone and their mother. You have to sell the journalist/editor/publication first as to what benefit their audience has in reading your press release.
When I tell my clients to use PR, this is what I want: just the facts. Say a new CEO is on board, and he's brilliant for many reasons. Give me all the information you have on him/her.
Then it's my job to identify which media is appropriate for such an announcement (publication, business news, blog?) and why. Then I tell the story the way the audience for each outlet wants to hear it. From a sales background, it's no different: the way to get what you (your client) wants is to focus on what others want. I know it sounds simple, but believe me, the reason I write this blog is when I put it into words, THAT's when the process is simplified.
But it's also why people don't understand that a press release can't be written in 10 minutes, at least not a good one that you want to get out to multiple outlets. You can't send the same one everywhere, unless you just want to throw something at a wall and see what sticks. While that's what most people do, that's not what I do. Remember, the person that has your back is not always the "yes" person. PR is a disciplined practice.
It took me a long time to learn this, and I hope it helps you in future promotions.
So when writing a press release, are they your audience? Yes and no. I always put myself in the position of the editor, or even the journalist looking for a story. Imagine their day sorting through boring 'news' releases, annoying emails and voicemails from publicists, all while trying to remember what they are there to do: deliver an original, compelling story.
So what's a PR company to do? Start with the journalist's needs and not yours. I harass the journalist until they understand that I UNDERSTAND their audience. What does their audience feel and want? It's a tall order, but I promise if you do your homework you will get further than spamming everyone and their mother. You have to sell the journalist/editor/publication first as to what benefit their audience has in reading your press release.
When I tell my clients to use PR, this is what I want: just the facts. Say a new CEO is on board, and he's brilliant for many reasons. Give me all the information you have on him/her.
Then it's my job to identify which media is appropriate for such an announcement (publication, business news, blog?) and why. Then I tell the story the way the audience for each outlet wants to hear it. From a sales background, it's no different: the way to get what you (your client) wants is to focus on what others want. I know it sounds simple, but believe me, the reason I write this blog is when I put it into words, THAT's when the process is simplified.
But it's also why people don't understand that a press release can't be written in 10 minutes, at least not a good one that you want to get out to multiple outlets. You can't send the same one everywhere, unless you just want to throw something at a wall and see what sticks. While that's what most people do, that's not what I do. Remember, the person that has your back is not always the "yes" person. PR is a disciplined practice.
It took me a long time to learn this, and I hope it helps you in future promotions.
Thursday, July 30, 2009
Local versus Online Printing: Make Sure You Know When to Use Which
I was reminded of writing this post as I looked at my baby announcements today to file in her baby book. It was delivered to me via online printer with the crop marks still on it. Which brings me to the point of when to choose an online printer versus a local printer.
First, I believe in paying a little extra for a relationship and some common sense, so whenever I can, I will always try to get it done local. I wish it were for morally superior reasons, however, when it comes to complex print jobs (and in the online world, pantone colors can be considered 'complex', so can bleeds).
For example, if I had printed the baby announcements locally and spent $100 more (I know that's not 'just $100' anymore, hence the online printer...but I'm digressing. If done locally, I would have received a proof, or even better, a phone call with a REAL PERSON in prepress asking me to remove the crop marks. PEOPLE know to make this judgement call, COMPUTERS don't. Any good sales rep in my opinion would look at the file and ask me to re-send.
With an online printer, the prices are usually much cheaper for standard items such as business cards, letterheads and postcards. That's why it's so easy to use them, along with the fact that you can upload at 3am and track your delivery. There-in lies the double-edged sword: cheap and easy, yet the lack of the human element makes it a risk in my opinion, a risk that you have to decide if it's worth taking.
Obviously the client and the nature of the piece determine which vendors you will use. For me, if I'm going to send something to an online printer, it has to be coated (gloss) stock, and a standard size item on their website. Anything "custom" to them -- run, run as fast as you can. Trust me.
If it's full color process (CMYK) or 2 pantone colors on coated stock and standard size item, I don't mind online printers.
If there are pantone colors, more than 2, and if any of them are metallic, and/or I'm using uncoated stock (which I LOVE), then I'll want to trust the local printer. They are here to call me if they think something looks off. They are here if they want me to see it on the actual press before they start printing. They are here because they value relationships too. If you have a rep that values your business in the long-term, and a mistake is made, you can usually find a compromise that satisfies both parties. Anything that is complicated to you, as the designer, will definitely be complicated to an online printer.
And I'll leave it at that.
First, I believe in paying a little extra for a relationship and some common sense, so whenever I can, I will always try to get it done local. I wish it were for morally superior reasons, however, when it comes to complex print jobs (and in the online world, pantone colors can be considered 'complex', so can bleeds).
For example, if I had printed the baby announcements locally and spent $100 more (I know that's not 'just $100' anymore, hence the online printer...but I'm digressing. If done locally, I would have received a proof, or even better, a phone call with a REAL PERSON in prepress asking me to remove the crop marks. PEOPLE know to make this judgement call, COMPUTERS don't. Any good sales rep in my opinion would look at the file and ask me to re-send.
With an online printer, the prices are usually much cheaper for standard items such as business cards, letterheads and postcards. That's why it's so easy to use them, along with the fact that you can upload at 3am and track your delivery. There-in lies the double-edged sword: cheap and easy, yet the lack of the human element makes it a risk in my opinion, a risk that you have to decide if it's worth taking.
Obviously the client and the nature of the piece determine which vendors you will use. For me, if I'm going to send something to an online printer, it has to be coated (gloss) stock, and a standard size item on their website. Anything "custom" to them -- run, run as fast as you can. Trust me.
If it's full color process (CMYK) or 2 pantone colors on coated stock and standard size item, I don't mind online printers.
If there are pantone colors, more than 2, and if any of them are metallic, and/or I'm using uncoated stock (which I LOVE), then I'll want to trust the local printer. They are here to call me if they think something looks off. They are here if they want me to see it on the actual press before they start printing. They are here because they value relationships too. If you have a rep that values your business in the long-term, and a mistake is made, you can usually find a compromise that satisfies both parties. Anything that is complicated to you, as the designer, will definitely be complicated to an online printer.
And I'll leave it at that.
Monday, July 27, 2009
Social Marketing Example: Roxy
Everyone knows in today's climate of ad harassment, word of mouth is everything. Hence a new marketing catchphrase 'social marketing'. Well, I want to illustrate how that is done wisely. Love what Roxy, a brand of clothing for girls, accomplished this.
What do you and a brand like Roxy have in common? The need to connect with their customers on an ongoing basis, and in Roxy's case, have them advertise their clothes. Instead of going the traditional focus group route, they started an online community of over 900 girls. These girls were handpicked in stores across the country, deemed by Roxy as the trend-setters among their peers. Genius!
The first sell was to the girls, already fans of Roxy by being in the store. Roxy upped the ante by offering the girls exclusivity--making them feel important by allowing them to provide direct feedback on the clothes and get exclusive discounts on stores. The girls that are chosen by Roxy receives a welcome package which includes the latest clothing designs.
Now Roxy can get immediate responses to surveys--if Roxy poses a question on the message board, she'll get responses in minutes. They have over 300 active members who post several tims a day. Can you imagine having enough reponses to where in the SAME DAY you can go back to your uppers and enable them to make quick decisions?
Love this marketing initiavive for these reasons: feedback from a qualified team of customers (on trends, etc), lightening quick word of mouth marketing for this age demographic, and mainly that Roxy has made them feel important, and hence they are ACTIVE 'brand ambassadors'. It's a win-win (Roxy gets the info they need, their brand ambassadors get great discounts) that is a great marketing strategy for today, and can be applied to many industries now.
What do you and a brand like Roxy have in common? The need to connect with their customers on an ongoing basis, and in Roxy's case, have them advertise their clothes. Instead of going the traditional focus group route, they started an online community of over 900 girls. These girls were handpicked in stores across the country, deemed by Roxy as the trend-setters among their peers. Genius!
The first sell was to the girls, already fans of Roxy by being in the store. Roxy upped the ante by offering the girls exclusivity--making them feel important by allowing them to provide direct feedback on the clothes and get exclusive discounts on stores. The girls that are chosen by Roxy receives a welcome package which includes the latest clothing designs.
Now Roxy can get immediate responses to surveys--if Roxy poses a question on the message board, she'll get responses in minutes. They have over 300 active members who post several tims a day. Can you imagine having enough reponses to where in the SAME DAY you can go back to your uppers and enable them to make quick decisions?
Love this marketing initiavive for these reasons: feedback from a qualified team of customers (on trends, etc), lightening quick word of mouth marketing for this age demographic, and mainly that Roxy has made them feel important, and hence they are ACTIVE 'brand ambassadors'. It's a win-win (Roxy gets the info they need, their brand ambassadors get great discounts) that is a great marketing strategy for today, and can be applied to many industries now.
Friday, July 24, 2009
SEO More Important to Small Businesses
Small businesses are used to getting buried in search results. Many small businesses don't know that a call to their agency can improve their standings by using a process called Search Engine Optimization. Especially for retailers selling online, getting on the first page of Google can prove tremendous results in sales.
Some easy changes you can make now:
*Yes, you have a catchy domain name, but does it tell people exactly what you sell? The reason being, search engines look for keywords in a domain name that are related to the products or services a user is searching for.
I, personally disobeyed this rule. When I'm stuck on something, that's it. I've wanted to use the name 'Rock Candy' since I was three years old. Always trust your instincts. I think through branding and more clever ways to optimize SEO, you should pick the name you want versus a name based on what Google will do. The easy road is not always the best one.
But if you are selling something such as baby gifts for example, having those words as part of your domain name will help SEO instantly.
*Also, I said I would never blog. I thought it was something narcissists did, until I tried it. And maybe I'm still a narcissist, who knows. But I learned that if you make your blog useful, people will come back. But mostly, people usually don't have time for reflection in our crazy world. When I blog, and think about a topic I knew nothing about when I first started in the industry, it just flows, and even I learn something that relates to the value of the services I provide. Look, you own your own business. Do what you are good at and trust the experts to do the rest. People aren't taught SEO in college, so don't feel like these are things you should know--seek help and you can find the time to do what you love. This just happens to be what I love (and yes, I seek therapy).
So try blogging--Google actually "sees" activity. Keep your blog on your own web site so that keywords in your blog give your rankings a boost. But don't just blog to blog, make it relevant, because when people comment that counts as "activity" to a search engine like Google.
Work with your agency to have them improve your SEO--they will check out more than what I just mentioned, including the keywords in the text, titles and coding on your site to make sure you get top billing.
That's all for today.
Some easy changes you can make now:
*Yes, you have a catchy domain name, but does it tell people exactly what you sell? The reason being, search engines look for keywords in a domain name that are related to the products or services a user is searching for.
I, personally disobeyed this rule. When I'm stuck on something, that's it. I've wanted to use the name 'Rock Candy' since I was three years old. Always trust your instincts. I think through branding and more clever ways to optimize SEO, you should pick the name you want versus a name based on what Google will do. The easy road is not always the best one.
But if you are selling something such as baby gifts for example, having those words as part of your domain name will help SEO instantly.
*Also, I said I would never blog. I thought it was something narcissists did, until I tried it. And maybe I'm still a narcissist, who knows. But I learned that if you make your blog useful, people will come back. But mostly, people usually don't have time for reflection in our crazy world. When I blog, and think about a topic I knew nothing about when I first started in the industry, it just flows, and even I learn something that relates to the value of the services I provide. Look, you own your own business. Do what you are good at and trust the experts to do the rest. People aren't taught SEO in college, so don't feel like these are things you should know--seek help and you can find the time to do what you love. This just happens to be what I love (and yes, I seek therapy).
So try blogging--Google actually "sees" activity. Keep your blog on your own web site so that keywords in your blog give your rankings a boost. But don't just blog to blog, make it relevant, because when people comment that counts as "activity" to a search engine like Google.
Work with your agency to have them improve your SEO--they will check out more than what I just mentioned, including the keywords in the text, titles and coding on your site to make sure you get top billing.
That's all for today.
Sunday, July 19, 2009
Direct Mail: Your List is EVERYTHING
Recently, I was thinking about doing a direct mail piece for my own business. A few weeks into working until midnight, I thought to hold off. But it got me thinking, after handling/advising clients about HOW to best send out a mailer, the most important part wasn't being discussed. You can mail all day, waste all the postage you want, but if you don't reach the right demographic, your chances of making a sale or generating interest in your product/service is basically nil.
It's always best to use an agency (like mine) when garnering new business. But the more information you have (and they don't always ask for it), the better list you get. For example, if you own a new restaurant, best to target certain zip codes first. Seems obvious right? Well, how about if you target those zip codes AND reach people within a certain income range or age? Always think about what you want in these categories: Age, Income, Homeownership, and Home Market Value.
Zip codes: You can give your list broker the zip code for your restaurant, but also give them a radius of 5 miles (for example) to work within. Remember, after you get a number of targeted address from your agency, you can always change the radius to either increase or decrease the number of mailers you want to send. Better to work with more and narrow it down.
Now, let's go beyond age, income, home value and home ownership vs. renter--we can help you further target your list in relation to lifestyle (magazines they subscribe to for example), household size (children or no children) and marital status.
You can always combine this new targeted list with your own database depending on what your pitch is.
Let your agency do the legwork--the amount postage is these days, you can't afford not to.
It's always best to use an agency (like mine) when garnering new business. But the more information you have (and they don't always ask for it), the better list you get. For example, if you own a new restaurant, best to target certain zip codes first. Seems obvious right? Well, how about if you target those zip codes AND reach people within a certain income range or age? Always think about what you want in these categories: Age, Income, Homeownership, and Home Market Value.
Zip codes: You can give your list broker the zip code for your restaurant, but also give them a radius of 5 miles (for example) to work within. Remember, after you get a number of targeted address from your agency, you can always change the radius to either increase or decrease the number of mailers you want to send. Better to work with more and narrow it down.
Now, let's go beyond age, income, home value and home ownership vs. renter--we can help you further target your list in relation to lifestyle (magazines they subscribe to for example), household size (children or no children) and marital status.
You can always combine this new targeted list with your own database depending on what your pitch is.
Let your agency do the legwork--the amount postage is these days, you can't afford not to.
Thursday, July 16, 2009
Art Direction: Inspiration Always Comes First
What I wish I'd known: by Lindsay McManus, RCM contributor and design extraordinaire
Inspiration first.
As a designer art/director, you gotta start with inspiration/research.
First about the client/what they need/who they're targeting/what they want...then what the competition is doing -- and finally, (and arguably most importantly) get inspiration. Whether it be from music, from the great outdoors, a nice long run where you can think to yourself, sitting in a bookstore or looking at great design masters -- wherever or whatever it is, inspiration is vital. You MUST allow for time on each project to do your homework.
This will save time and money for both parties. You'll get your idea on the page faster, and it'll be what your client is looking for.
Simplify.
Design is simplifying. Get your ideas on a page, and then take away what doesn't HAVE to be there to make the piece make sense. This is especially true with logo design. Simplicity is the beauty of design. Conceptual, Strategic Simplicity...those are the three things that should go into EVERY project. Other adjectives change -- elegant, or bold/etc. Those adjectives depend on the client, the objective of the project/etc.
But if you are conceptual and strategic and then simplify -- you're guaranteed a winning piece.
Trust your instincts.
Be different/unique...even though it's "scary". That's what good design does. It makes you feel something. Go with it.
If it feels right, it IS right. Trust that.
Inspiration first.
As a designer art/director, you gotta start with inspiration/research.
First about the client/what they need/who they're targeting/what they want...then what the competition is doing -- and finally, (and arguably most importantly) get inspiration. Whether it be from music, from the great outdoors, a nice long run where you can think to yourself, sitting in a bookstore or looking at great design masters -- wherever or whatever it is, inspiration is vital. You MUST allow for time on each project to do your homework.
This will save time and money for both parties. You'll get your idea on the page faster, and it'll be what your client is looking for.
Simplify.
Design is simplifying. Get your ideas on a page, and then take away what doesn't HAVE to be there to make the piece make sense. This is especially true with logo design. Simplicity is the beauty of design. Conceptual, Strategic Simplicity...those are the three things that should go into EVERY project. Other adjectives change -- elegant, or bold/etc. Those adjectives depend on the client, the objective of the project/etc.
But if you are conceptual and strategic and then simplify -- you're guaranteed a winning piece.
Trust your instincts.
Be different/unique...even though it's "scary". That's what good design does. It makes you feel something. Go with it.
If it feels right, it IS right. Trust that.
Monday, July 13, 2009
Trade Shows ~ Know the Audience
By Autumn Moss, RCM contributor and trade show survivor
How do you decide which trade shows your company should have a presence at?
One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.
A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region
Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.
And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.
You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.
How do you decide which trade shows your company should have a presence at?
One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.
A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region
Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.
And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.
You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.
Saturday, July 11, 2009
Social Media, A Personal Take on Twitter and Facebook
All I can do is talk about NOW. We'll see how 'social media' plays out in a few years. Depending on what you are trying to promote, whether it's a product or service, a "throw yourself out there" approach almost never works. The strategy kicks in when you ask "what do I want to get across". Sounds easy, almost never is.
I'll try to break it down the way I like to be talked to.
Twitter: It's becoming the real-time feedback source for companies trying to monitor customer opinions (such as any trends in customer-service at their retail stores).
The way I've used Twitter? Instead of searching for a new place to get my hair cut, and google a million items and reviews, I'll remember a 'tweet' from a friend I've been following who recommended a great salon. There are a million ways to get reviews, but for me personally, I like to get them from my friends.
How Twitter will play out in the area of social marketing in my opinion remains to be seen. The question they pose, "What are you doing?" is only going to work for some companies. Other ones shouldn't waste their time. Furthermore, this is an industry where you have to brag about yourself. But if you're spending more time announcing what you are doing than actually doing it, it can be annoying.
If your audience is local, I like Twitter. Say you own a local florist. you can tell your followers when a fresh batch of florals are in, or a new special for the weekend. The sales cycle can be shortened a lot easier than Facebook.
Facebook: In my opinion Facebook allows more meaningful interactions. For those that use Facebook to keep in touch with family and friends, watch out for more advertising, done in either a brilliant or deceitful way depending on how you look at it. To me, it's brilliant, but that's because I'm trying to sell you something. Burger King hit it on the nail recently, when they gave people free Whoppers for giving up 10 of their Facebook "friends". It used a platform like Facebook to drive sales by sending more "personalized" coupons (since they came from "Friends")
People will never know how hard you work unless you "brag" about yourself. Facebook is the place for that right now. The format better supports this right now.
These are my opinions, would love to hear yours.
I'll try to break it down the way I like to be talked to.
Twitter: It's becoming the real-time feedback source for companies trying to monitor customer opinions (such as any trends in customer-service at their retail stores).
The way I've used Twitter? Instead of searching for a new place to get my hair cut, and google a million items and reviews, I'll remember a 'tweet' from a friend I've been following who recommended a great salon. There are a million ways to get reviews, but for me personally, I like to get them from my friends.
How Twitter will play out in the area of social marketing in my opinion remains to be seen. The question they pose, "What are you doing?" is only going to work for some companies. Other ones shouldn't waste their time. Furthermore, this is an industry where you have to brag about yourself. But if you're spending more time announcing what you are doing than actually doing it, it can be annoying.
If your audience is local, I like Twitter. Say you own a local florist. you can tell your followers when a fresh batch of florals are in, or a new special for the weekend. The sales cycle can be shortened a lot easier than Facebook.
Facebook: In my opinion Facebook allows more meaningful interactions. For those that use Facebook to keep in touch with family and friends, watch out for more advertising, done in either a brilliant or deceitful way depending on how you look at it. To me, it's brilliant, but that's because I'm trying to sell you something. Burger King hit it on the nail recently, when they gave people free Whoppers for giving up 10 of their Facebook "friends". It used a platform like Facebook to drive sales by sending more "personalized" coupons (since they came from "Friends")
People will never know how hard you work unless you "brag" about yourself. Facebook is the place for that right now. The format better supports this right now.
These are my opinions, would love to hear yours.
Thursday, July 9, 2009
When to Launch: Something Everyone Asks But Never Really Knows
Found this article to be very useful when trying to figure out the age old question: Is first to market always best? We've all seen examples of products that came out before the public was ready for them. Then competing entrepreneurs were able to learn from their mistakes, and launch at a "better" time. Is it all luck?
From the Business Week article: "New academic research suggests one way entrepreneurs can evaluate whether they should enter a market first or wait on the sidelines. The decision depends on how hostile the learning environment is; that is, how much entrepreneurs can learn by observing other players before they launch compared to what they learn from participating after they enter, according to Moren Levesque, an entrepreneurship researcher at the University of Waterloo."
Read more here: http://www.businessweek.com/smallbiz/content/may2009/sb20090519_306313.htm?chan=smallbiz_smallbiz+index+page_getting+started
From the Business Week article: "New academic research suggests one way entrepreneurs can evaluate whether they should enter a market first or wait on the sidelines. The decision depends on how hostile the learning environment is; that is, how much entrepreneurs can learn by observing other players before they launch compared to what they learn from participating after they enter, according to Moren Levesque, an entrepreneurship researcher at the University of Waterloo."
Read more here: http://www.businessweek.com/smallbiz/content/may2009/sb20090519_306313.htm?chan=smallbiz_smallbiz+index+page_getting+started
Wednesday, July 8, 2009
Direct Mail 101 Could Be 800 Paragraphs Long
Direct Mail. Sounds simple doesn't it? Well, think again. First, say you want to mail out 200 postcards that you need to reach people in 1-3 days versus 3-10 days. When you check out USPS, the cheapest rate is "standard" (bulk) rate. Why not go with that? Well, send it to a mailhouse and you will find all they will do is stamp it and mail it out. Could you have saved the money and done it yourself?
Despite the economy, customer service is not improving and mailhouses are still busier than ever. Your project of 200 postcards will take lower priority than the 20,000 direct mail letters the mailhouse has to stuff AND mail today.
Consider calling your agency first, as it will save you time and money. Anyone with real experience in direct mail will (and should) advise you of these things: First, if you have 200 postcards, consider printing 500 (as print costs are generally cheaper than postage) and mailing out first class mail.
Second, if you fall below the maximum size required for first class mail (4.25 x 6), it's even cheaper for you to mail a postcard at first class rate (versus standard mail)!
If you're just starting out and want to mail 50 postcards, consider skipping the mailhouse altogether and head towards your nearest post office.
If you do have 500 postcards, and can make the card fall within the size 4.25x6 or smaller, you should use a mailhouse to get automated/pre-sorted first class rates (they take your mail list and inkjet barcodes that comply with USPS standards). You will save money and time AND your cards will reach mailboxes in 1-3 days, sometimes even the next day depending on the zip code.
This is just an example. For all sort of mailers - at all sizes at all different USPS mail classes, even boxes - save yourself time and money by placing a simple phone call to your agency (make sure they specialize in direct mail first). Take advantage of your relationships.
Another thing to be filed under "What I wish I would have known"
Next up: Your mail list is EVERYTHING.
Despite the economy, customer service is not improving and mailhouses are still busier than ever. Your project of 200 postcards will take lower priority than the 20,000 direct mail letters the mailhouse has to stuff AND mail today.
Consider calling your agency first, as it will save you time and money. Anyone with real experience in direct mail will (and should) advise you of these things: First, if you have 200 postcards, consider printing 500 (as print costs are generally cheaper than postage) and mailing out first class mail.
Second, if you fall below the maximum size required for first class mail (4.25 x 6), it's even cheaper for you to mail a postcard at first class rate (versus standard mail)!
If you're just starting out and want to mail 50 postcards, consider skipping the mailhouse altogether and head towards your nearest post office.
If you do have 500 postcards, and can make the card fall within the size 4.25x6 or smaller, you should use a mailhouse to get automated/pre-sorted first class rates (they take your mail list and inkjet barcodes that comply with USPS standards). You will save money and time AND your cards will reach mailboxes in 1-3 days, sometimes even the next day depending on the zip code.
This is just an example. For all sort of mailers - at all sizes at all different USPS mail classes, even boxes - save yourself time and money by placing a simple phone call to your agency (make sure they specialize in direct mail first). Take advantage of your relationships.
Another thing to be filed under "What I wish I would have known"
Next up: Your mail list is EVERYTHING.
Monday, July 6, 2009
Not all print is equal.
Sometimes hard choices need to be made, and knowing these will help you set expectations with your client. Let’s say for example, that they only need a few (meaning qty is 500 or under) business cards, letterhead and envelopes.
The first mistake beginning designers will make is to do everything in 4 color process. It’s an easy mistake to make unless you’ve worked with commercial printers before. You can get away with it digitally (vs. offset) for business cards, but the set up on a 4 color offset press will be a big investment in regards to letterhead and envelopes.
If you are going to do a quantity of 500 or less, I advise doing a pantone and black ink. If you are looking for the best pricing, it’s not whether it’s one-sided or two-sided here, it’s the fact that some printers will have a 2-color press where the set-up costs are much less. Also, if you want to save big-time on the envelopes, make sure you don’t set the artwork up to “bleed”, a printing term for ink that runs to the edge of the paper. If you want that, the envelopes will have to be custom made (printed on a big press sheet and converted into envelopes)—which is only cool price-wise if you know you want this look forever, and if you can print more than 5K minimum. Letterhead will also be less pricey if you don’t bleed the ink, however the cost will not be as much as an envelope bleed.
Also, always make sure the letterhead stock you order is laser-compatible. A good print rep on a good day will remember to tell you this, but not always. If you ever want to run it through your printer, make sure they know this. It is NOT a given, and most people learn the hard way.
A cool look for envelopes is to print it 2 colors on the front, and use one of those colors you use on the front to print on the back envelope flap. Just make sure the ink does not bleed to the edge. The return address on the back flap always looks professional and chic.
Questions about setting up your artwork BEFORE presenting to your client and BEFORE spending all your time on artwork, if you know you will be using an outside vendor, can be resolved by using sending me an email or giving me a call anytime.
Next blog: How much time should you spend on your mailing list and what is included when mail houses quote you “mail services”?
The first mistake beginning designers will make is to do everything in 4 color process. It’s an easy mistake to make unless you’ve worked with commercial printers before. You can get away with it digitally (vs. offset) for business cards, but the set up on a 4 color offset press will be a big investment in regards to letterhead and envelopes.
If you are going to do a quantity of 500 or less, I advise doing a pantone and black ink. If you are looking for the best pricing, it’s not whether it’s one-sided or two-sided here, it’s the fact that some printers will have a 2-color press where the set-up costs are much less. Also, if you want to save big-time on the envelopes, make sure you don’t set the artwork up to “bleed”, a printing term for ink that runs to the edge of the paper. If you want that, the envelopes will have to be custom made (printed on a big press sheet and converted into envelopes)—which is only cool price-wise if you know you want this look forever, and if you can print more than 5K minimum. Letterhead will also be less pricey if you don’t bleed the ink, however the cost will not be as much as an envelope bleed.
Also, always make sure the letterhead stock you order is laser-compatible. A good print rep on a good day will remember to tell you this, but not always. If you ever want to run it through your printer, make sure they know this. It is NOT a given, and most people learn the hard way.
A cool look for envelopes is to print it 2 colors on the front, and use one of those colors you use on the front to print on the back envelope flap. Just make sure the ink does not bleed to the edge. The return address on the back flap always looks professional and chic.
Questions about setting up your artwork BEFORE presenting to your client and BEFORE spending all your time on artwork, if you know you will be using an outside vendor, can be resolved by using sending me an email or giving me a call anytime.
Next blog: How much time should you spend on your mailing list and what is included when mail houses quote you “mail services”?
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