In the last couple of weeks I've attended seminars on Mobile marketing (which finally seems to be coming into it's own), social media, online metrics and search optimization. Each one is a specialty unto it's own. So how does the average Joe, or Jill know everything?
You can't. At this crossroad in my career I have a choice: focus only on social media, search or mobile - OR - stay up to date with what's happening in each so I can retain and manage agencies or specialists.
Social and Mobile are the shiny new toys grabbing everyone's attention - and with good reason. But as a consultant, or as a marketing director for a company - it's my job to know what media platform will work best for my client or product - and how to use each of them in concert with each other.
The bottom line has to be - what is the right mix for THIS product and/or target.
OK - now back to the webinars!
Thursday, July 22, 2010
Monday, June 14, 2010
A Day of Shopping with Bad Marketers!
Had to deal with some personal stuff for a few months - but now "I'm baaack!!" - with plenty to say.
Just got done with a marathon outlet shopping trip with a close friend who is also a marketing exec. Amazing how many companies lost out on opportunities today to not only gain fans, but to make money.
Bad Marketing #1: Restoration Hardware: This"leading purveyor of premium home furnishings, operating more than 100 retail and outlet stores"- is trying to be a forward thinking company- it has embraced Facebook in a big way (though I can't find them on Twitter) yet they have ignored the key philosophy of today's marketing environment:
Listen to your customers and respond to them! Maybe that's why they only have 7K fans.
My friend wanted to buy $160 worth of sale priced draperies - but the store was short one package. The manager/clerk was very nice and offered to find it at another store - which they did. However, the other store hadn't put the drapes on sale - and corporate policy was they wouldn't honor the sale price! So our store manager - who was very nice and tyring to help, but not empowered to override the corporate policy - allowed a $160 sale to walk, for not authorizing a $10 discount! How ridiculous!
Bad Marketer #2: Haynes/Bali/Leggs: Haynes has a frequent shopper program (like half of the stores we went into.) But here's the thing - they only honor it for IN STORE purchases. Now we're talking underwear - frequently purchased in their online store. Why only in store? Because this HUGE apparel company with over $4B in sales hasn't automated their system. They give you physical "stamps" for each purchase. What do they think they are, a local sandwich shop? They have 92K "fans" on Facebook - but you can only be part of their frequent buyer program if you buy in store! Is anyone running marketing?? If not, Terri and I are both available for consulting.
Marketing Idea: As I said above - so many stores are promoting their "club" or loyalty program - along with both of the above - there was also Eddie Bauer, Easy Spirit... Everywhere we were asked if we were members, did we want to join, then all the contact info... All that's really needed, is to ask for an email account! (Of course, just having it beamed by smart phone/RID card is where we're headed.)
But right now - with existing technology, and minimal modifications to systems - save us all some time and get the email address!
On another note - Social media can, and will probably eventually replace all the separate loyatly programs - but that's for another time.
So what do you think? Am I just ranting - or is there a good point in here?
Just got done with a marathon outlet shopping trip with a close friend who is also a marketing exec. Amazing how many companies lost out on opportunities today to not only gain fans, but to make money.
Bad Marketing #1: Restoration Hardware: This"leading purveyor of premium home furnishings, operating more than 100 retail and outlet stores"- is trying to be a forward thinking company- it has embraced Facebook in a big way (though I can't find them on Twitter) yet they have ignored the key philosophy of today's marketing environment:
Listen to your customers and respond to them! Maybe that's why they only have 7K fans.
My friend wanted to buy $160 worth of sale priced draperies - but the store was short one package. The manager/clerk was very nice and offered to find it at another store - which they did. However, the other store hadn't put the drapes on sale - and corporate policy was they wouldn't honor the sale price! So our store manager - who was very nice and tyring to help, but not empowered to override the corporate policy - allowed a $160 sale to walk, for not authorizing a $10 discount! How ridiculous!
Bad Marketer #2: Haynes/Bali/Leggs: Haynes has a frequent shopper program (like half of the stores we went into.) But here's the thing - they only honor it for IN STORE purchases. Now we're talking underwear - frequently purchased in their online store. Why only in store? Because this HUGE apparel company with over $4B in sales hasn't automated their system. They give you physical "stamps" for each purchase. What do they think they are, a local sandwich shop? They have 92K "fans" on Facebook - but you can only be part of their frequent buyer program if you buy in store! Is anyone running marketing?? If not, Terri and I are both available for consulting.
Marketing Idea: As I said above - so many stores are promoting their "club" or loyalty program - along with both of the above - there was also Eddie Bauer, Easy Spirit... Everywhere we were asked if we were members, did we want to join, then all the contact info... All that's really needed, is to ask for an email account! (Of course, just having it beamed by smart phone/RID card is where we're headed.)
But right now - with existing technology, and minimal modifications to systems - save us all some time and get the email address!
- By the customer providing it - you have your implied consent.
- The welcome email can:
- Invite the consumer to "Like" the retailer on their Facebook page
- ask for all, or some of the demo info all retailers want.
On another note - Social media can, and will probably eventually replace all the separate loyatly programs - but that's for another time.
So what do you think? Am I just ranting - or is there a good point in here?
Tuesday, March 9, 2010
Taking a break
Just so you don't think I'm lazy - I'm dealing with some family issues and probably won't be able to update my blog on a regular basis for a little while. But keep me posted on your thoughts!
Tuesday, February 16, 2010
Facebook: TownHall to Town Mall??
The blogosphere has been abuzz with all the changes happening at Facebook. Two of the biggest were talked about by Jeff Hilimire on his blog:
As a marketer I'm giddy over the potential of having customers automatically opt in to posting what they just bought to their network. The power of word of mouth recommendation remains the most influential among all advertising platforms - Facebook could make it automatic.
Personally I'm not a huge user of Facebook. A couple times a week I check in on my feed - but the only ones I really enjoy are those who are very witty (Lara you lead the list). I occasionally make a post, etc.
But as a marketer - it's a huge venue to connect with people and build a following for your product.!!
On a related note I'm about to use it to lead the social media effort to help publicize the annual fund raising event for the Ga. chapter of the Lymphoma Research Foundation - our "Lymphomathon". I'll be moving out of the big business (my former job at The Weather Channel) and theoretical to boots on the ground (i.e. hands on the keyboard) campaign.
Any suggestions??
- Impressions/clicks on posts are now being listed by FB so everyone - especially marketing folks - can see who/what specifically is getting traction. Making something measurable makes it count in a concrete meaningful way that just doesn't happen otherwise.
- Facebook will be launching their own direct pay service. Just add your credit card number, to all your other private info they already have - and poof: now you're just one or two clicks away from buying the book, app, sweater, etc being talked about on that fan page, friend page - or better yet - what your friend just did. This will take them out of the realm of "social" media to real commerce - and making hard cash!
As a marketer I'm giddy over the potential of having customers automatically opt in to posting what they just bought to their network. The power of word of mouth recommendation remains the most influential among all advertising platforms - Facebook could make it automatic.
Personally I'm not a huge user of Facebook. A couple times a week I check in on my feed - but the only ones I really enjoy are those who are very witty (Lara you lead the list). I occasionally make a post, etc.
But as a marketer - it's a huge venue to connect with people and build a following for your product.!!
On a related note I'm about to use it to lead the social media effort to help publicize the annual fund raising event for the Ga. chapter of the Lymphoma Research Foundation - our "Lymphomathon". I'll be moving out of the big business (my former job at The Weather Channel) and theoretical to boots on the ground (i.e. hands on the keyboard) campaign.
Any suggestions??
Saturday, January 30, 2010
Social Media Expertise for $500 per Month?
Went to an entertaining and informative seminar on Social Media marketing sponsored by Yepser. They got one of their clients - Victor Antonio who is a motivational sales speaker - to talk about what they've done for him.
*Great strategy Yepser - you guys show you really understand marketing. Victor was/is very engaging - and kept bringing it back to how this helps you "make money."
Yepser offers their services as a package and pretty cheaply. For a minimum of 3 months all they want is $500/mo and they'll set up and manage your Twitter and Facebook accounts. (More if you want Facebook and/or Linkedin as well.) If I was a small business I'd jump on this!
So what pearl(s) of wisdom did I learn?
1. Look for buyers - not browsers - meaning you have to go after qualified traffic. It's a basic rule of sales - but in the world of fans, links, and followers - so many folks equate big #s with success. It was a good reminder for me. We have to remember what our goal is. And the goal is usually to make money - so you want to attract QUALIFIED followers.
2. You need to know how much a new customer is worth to you -i.e. "lifetime value". Once you have that, you can start determining what you're willing to spend on getting them. Social Media is NOT free. It may not require the high cash outlays more traditional media does, but it takes time and energy - and you need to have a decent web page presence that represents you.
2. For most of us - focus on the Big Four: Facebook, Twitter, Blog & LinkedIn. He then gave a great description on how these 4 differ which I loved:
Facebook = a dinner party, with two way conversations, showing off pictures of the family, etc.
LinkedIn - is a business networking event where you're trying to create business relationships etc.
Blog - is more like a presentation where you can demonstrate your expertise.
Twitter - is like moving through a cocktail party. You throw out some thoughts, but you're conversations are very short and superficial.
3. From there it's a pretty standard marketing plan, but with good tweaks for SM:
a) Define your market/target and decide what your strategy will be
b) Design and program your landing page that all your social marketing will be sending traffic to. (And remember design & images matter)
c) Create and upload your messages.
d) Track the traffic, your conversations, and then adjust.
e) Repeat steps c and d.
I think they forgot one:
Before you embark - go do your research and LISTEN to what your clients or targets are already saying about your product and competition. Basic marketing: You need to know what problem you're solving before you can provide an answer.
A couple Tips and tools for gaining followers:
On Twitter - follow more people - but be strategic in who you follow. They will tend to follow you back, and your name gets out there more.
Blogs - unwritten blog etiquette: if someone follows you, you should follow them.
LinkedIn - ask for recommendations, and recommend others - but only if you REALLY recommend them.
Alexa.com - tracks the top 20MM websites and can help determine if you're campaign efforts are making progress. There are approx 400MM websites around with 1MM new pages created daily - yet 95% of them get less than 10 visits/day. You want to be in the top 5%.
That's it for today. Let me know what you think!
*Great strategy Yepser - you guys show you really understand marketing. Victor was/is very engaging - and kept bringing it back to how this helps you "make money."
Yepser offers their services as a package and pretty cheaply. For a minimum of 3 months all they want is $500/mo and they'll set up and manage your Twitter and Facebook accounts. (More if you want Facebook and/or Linkedin as well.) If I was a small business I'd jump on this!
So what pearl(s) of wisdom did I learn?
1. Look for buyers - not browsers - meaning you have to go after qualified traffic. It's a basic rule of sales - but in the world of fans, links, and followers - so many folks equate big #s with success. It was a good reminder for me. We have to remember what our goal is. And the goal is usually to make money - so you want to attract QUALIFIED followers.
2. You need to know how much a new customer is worth to you -i.e. "lifetime value". Once you have that, you can start determining what you're willing to spend on getting them. Social Media is NOT free. It may not require the high cash outlays more traditional media does, but it takes time and energy - and you need to have a decent web page presence that represents you.
2. For most of us - focus on the Big Four: Facebook, Twitter, Blog & LinkedIn. He then gave a great description on how these 4 differ which I loved:
Facebook = a dinner party, with two way conversations, showing off pictures of the family, etc.
LinkedIn - is a business networking event where you're trying to create business relationships etc.
Blog - is more like a presentation where you can demonstrate your expertise.
Twitter - is like moving through a cocktail party. You throw out some thoughts, but you're conversations are very short and superficial.
3. From there it's a pretty standard marketing plan, but with good tweaks for SM:
a) Define your market/target and decide what your strategy will be
b) Design and program your landing page that all your social marketing will be sending traffic to. (And remember design & images matter)
c) Create and upload your messages.
d) Track the traffic, your conversations, and then adjust.
e) Repeat steps c and d.
I think they forgot one:
Before you embark - go do your research and LISTEN to what your clients or targets are already saying about your product and competition. Basic marketing: You need to know what problem you're solving before you can provide an answer.
A couple Tips and tools for gaining followers:
On Twitter - follow more people - but be strategic in who you follow. They will tend to follow you back, and your name gets out there more.
Blogs - unwritten blog etiquette: if someone follows you, you should follow them.
LinkedIn - ask for recommendations, and recommend others - but only if you REALLY recommend them.
Alexa.com - tracks the top 20MM websites and can help determine if you're campaign efforts are making progress. There are approx 400MM websites around with 1MM new pages created daily - yet 95% of them get less than 10 visits/day. You want to be in the top 5%.
That's it for today. Let me know what you think!
Sunday, January 24, 2010
Who's making money from social media?
At the January luncheon of the Atlanta Am Mrktg Assoc, there was actually a pretty good panel on Social Marketing. (Kudos to Richard Warner or What's Up Interactive for moderating!) Nothing was very breakthrough - but the more I see executed, the more easily I can see how to use it.
Here's what I walked away with (along with a bunch of business cards!):
Customers can tell you how to reposition your brand - Burt Dumars, Newell Rubbermaid's VP E-business & Interactive Marketing, talked about their "Uncap Your Creativity" campaign for Sharpie. Fundamentally they found consumers online were already talking about how they use sharpies (coloring sneakers, t-shirts, etc). This gave them a great opportunity to reposition the brand from a back to school utility to a creative tool people can be passionate about. (Something we were trying to do at The Weather Channel for years.) Marketing hits a home run when you tap into people's passion. Sharpie has 356,000 fans on Facebook, not to mention the traffic they get to their website. Dumars didn't give exact numbers but did say their investment of $125k for their website has paid off in new sales and increased sales. (Of course that doesn't include what they've spent on traditional media including TV spots etc.)
E-Coupons work great for driving bricks & mortar traffic over the net. Not exactly new info, but the Ga Aquarium talked about how they've made $46k so far that they can directly trace to a social media campaign. I'm not so impressed with the dollar amount - but at least it's trackable. They targeted small "mom" websites and blogs (e.g. the "longtail"). Along with the FaceBook page (which has about 15k fans) they offer to all "social media" fans a discount for what they've titled "Mommy & Me" ticket. It drives traffic on the weekday when visitors are light. But they are also using it (if you look at their FaceBook page) to listen to their customers and make changes to their offerings. That's really what social media is about - having the conversation. New - not really - but a good example of it being used correctly.
You can counter bad reviews with a good SEO strategy and lots of fresh new content - at least that was the experience of C-Beyond, a telecommunications provider for small to midsized businesses. Evidently they had a lot, or at least a lot of vocal unhappy customers. So their Dir of PR (Shayna Keith) got them to Search Engine Optimize (SEO) their site, so it would show up higher in searches. Then they went about pushing out a lot of new content, both on blogs, whitepapers, on their site, and in posts. They used Radiant6 to monitor the conversations, implemented internal guidelines for employees to respond, and kept with it. She didn't say how long it took, but that it does take a long time. In the meantime they turned it around.
What she didn't mention is if they addressed the problems people were complaining about in the first place! Good PR & Adv and search can only go so far. The real issue is if you aren't meeting the needs of your customers they're going to tell others.
More later -
Here's what I walked away with (along with a bunch of business cards!):
Customers can tell you how to reposition your brand - Burt Dumars, Newell Rubbermaid's VP E-business & Interactive Marketing, talked about their "Uncap Your Creativity" campaign for Sharpie. Fundamentally they found consumers online were already talking about how they use sharpies (coloring sneakers, t-shirts, etc). This gave them a great opportunity to reposition the brand from a back to school utility to a creative tool people can be passionate about. (Something we were trying to do at The Weather Channel for years.) Marketing hits a home run when you tap into people's passion. Sharpie has 356,000 fans on Facebook, not to mention the traffic they get to their website. Dumars didn't give exact numbers but did say their investment of $125k for their website has paid off in new sales and increased sales. (Of course that doesn't include what they've spent on traditional media including TV spots etc.)
E-Coupons work great for driving bricks & mortar traffic over the net. Not exactly new info, but the Ga Aquarium talked about how they've made $46k so far that they can directly trace to a social media campaign. I'm not so impressed with the dollar amount - but at least it's trackable. They targeted small "mom" websites and blogs (e.g. the "longtail"). Along with the FaceBook page (which has about 15k fans) they offer to all "social media" fans a discount for what they've titled "Mommy & Me" ticket. It drives traffic on the weekday when visitors are light. But they are also using it (if you look at their FaceBook page) to listen to their customers and make changes to their offerings. That's really what social media is about - having the conversation. New - not really - but a good example of it being used correctly.
You can counter bad reviews with a good SEO strategy and lots of fresh new content - at least that was the experience of C-Beyond, a telecommunications provider for small to midsized businesses. Evidently they had a lot, or at least a lot of vocal unhappy customers. So their Dir of PR (Shayna Keith) got them to Search Engine Optimize (SEO) their site, so it would show up higher in searches. Then they went about pushing out a lot of new content, both on blogs, whitepapers, on their site, and in posts. They used Radiant6 to monitor the conversations, implemented internal guidelines for employees to respond, and kept with it. She didn't say how long it took, but that it does take a long time. In the meantime they turned it around.
What she didn't mention is if they addressed the problems people were complaining about in the first place! Good PR & Adv and search can only go so far. The real issue is if you aren't meeting the needs of your customers they're going to tell others.
More later -
Monday, January 18, 2010
Coke brings Happiness but will it bring Sales?
Coke and Definition 6 (the interactive agency I've been trying to get into) put this guerrilla stunt together as part of Coke's "Open Happiness" campaign. They placed a "special" Coke machine in a college cafeteria and then delivered way more than the expected soft drink. Watch the video here.
In less than a week they've gotten over half a million views on YouTube! Now that's what you call going viral!
This works on so many levels:
1) it has universal appeal - who hasn't been thrilled when they get a little extra back from a machine??
2) Placing it in the college setting is great for targeting the younger consumer Coke is trying to steal back from Pepsi;
3) It works beautifully with their new theme of Happiness, and fits with their "happiness factory" commercials;
By engaging us all with the treat of getting something more than what you were paying for, Coke is getting great PR and sentiment.
Now the real question is - will the cost of staging and filming this (notice there are multiple camera shots) pay off in sales? And just how many Cokes do 505K views translate to?? It's certainly too soon to tell, and I have no idea how they'd track that.
But I can tell you the value of the goodwill they are building with this is HUGE.
Going back to one of their earlier campaigns - I'll have a Coke and a smile!
In less than a week they've gotten over half a million views on YouTube! Now that's what you call going viral!
This works on so many levels:
1) it has universal appeal - who hasn't been thrilled when they get a little extra back from a machine??
2) Placing it in the college setting is great for targeting the younger consumer Coke is trying to steal back from Pepsi;
3) It works beautifully with their new theme of Happiness, and fits with their "happiness factory" commercials;
By engaging us all with the treat of getting something more than what you were paying for, Coke is getting great PR and sentiment.
Now the real question is - will the cost of staging and filming this (notice there are multiple camera shots) pay off in sales? And just how many Cokes do 505K views translate to?? It's certainly too soon to tell, and I have no idea how they'd track that.
But I can tell you the value of the goodwill they are building with this is HUGE.
Going back to one of their earlier campaigns - I'll have a Coke and a smile!
Subscribe to:
Posts (Atom)
