Click & read:
Thursday, April 07, 2011
Thursday Night Marketing News from Mediapost
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising
The Directory of Ineffective Advertising
Several years ago, before Facebook, a friend of mine used the term, the directory of ineffective advertising to describe the phone book.
What was true then is truer today.
Bob Killian wrote about this:
Why are the Yellow Pages like Nursing Homes?
They’re shockingly expensive, few people under 70 use them, and many who do are a little out of it.
Moral of the story? When you invest in Yellow Pages ads, you’re setting fire to money.
Are we being a little harsh on this venerable (read: antique) information source? Hell no. This obsolete technology sucks millions of dollars away from more cost-effective marketing tools, while delivering less every year. There are better uses for your budget, especially if you market goods and services to people who don’t remember the Truman Administration.
Way back in the 20th Century…
The answer to Where can I buy a refrigerator? used to be let your fingers do the walking. But the only people who continue to walk those fingers in this millennium are the ones who got into that habit decades ago. Google and Yahoo, to cite two sites, offer vastly more information, from more sources, more quickly. Fresher info, too. Phone book accuracy begins to decay the moment it comes off the printing press.
Click here to continue. Sphere: Related Content
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising
New Ad Campaigns
Amy at Mediapost sends out this email every Wednesday, and I post it here for you to read.
Contact info for Amy is at the end.
Baseball season begins. Hot topic is Brian Wilson's beard -- still. Let's launch!
Emerald launched a set of TV ads promoting its Breakfast on the Go packages of nuts, fruits and granola, marketed as an alternative to breakfast bars. A woman riding the subways offers a robot, chomping on a cardboard-looking breakfast bar, some of her breakfast on the go. Anything not shaped like a breakfast bar does not compute for the robot on her commute. See it here. A robot at work offers a breakfast bar to his co-worker, who's munching on Emerald bites. The robot starts eating his bar and spewing chunks onto his colleague. What a way to start the day. Watch it here. In the final ad, a robotic mom "commences standard breakfast procedure" by eating a Nutri-Grain bar through her conveyor belt mouth, leaving behind a red trail that looks like blood. See it here. "Humanize Your Morning" concludes the ads, created by Deutsch LA, its first work for the brand.
Major League Baseball launched a branding campaign called "MLB Always Epic" that coincided with opening day. It also guarantees that the word epic won't go away anytime soon. More than 30 ads will run throughout the baseball season, and if they're anything like the first three, I'm going to enjoy them greatly. Pitcher Felix Hernandez, aka "King Felix," plays a carnival game where he wins a prize for knocking down milk bottles with baseballs. Too easy. The booth quickly shuts down, once Hernandez wins a mound of stuffed animals. Watch it here. You know those miniature personalized license plates that kids have with their names on them? Sadly, for Ubaldo Jimenez, he can't find his name, so he asks the clerk if he has more plates in the back. See it here. Fans get a look inside San Francisco Giants closer Brian Wilson's infamous black beard in the next ad, seen here. There's maypole dancing and a ninja. I am not making this up. Each lighthearted ad drives viewers to MLB's Always Epic Web site. Pondering what else resides in Brian Wilson's beard? If you check out MLB's site, you'll find that answer: lumberjacks! Hill Holliday created the campaign.
We're not done with Brian Wilson just yet. He goes from playful to fearful in ESPN's latest "This is SportsCenter" spot. The closer shows SportsCenter anchors Jay Harris and Josh Elliott his intimidation face, yet the anchors initially don't "Fear the Beard." Wilson shows the pair another intimidating glance that involves his beard spouting hairy tentacles, causing the anchors to lose their lunch. See the ad here, created by Wieden+Kennedy New York.
Saatchi & Saatchi New York created a great TV ad for Head & Shoulders that combines the beginning of baseball season with a famous football player enjoying his off season. Minnesota Twins' catcher Joe Mauer puts a towel on his head and does his best imitation of Troy Polamalu from the Pittsburgh Steelers -- the soft-spoken football player with beautiful, flowing hair. In the midst of Mauer's imitation, Polamalu appears and quietly asks if Mauer is making fun of him. After initially denying it, Mauer removes the towel and admits his wrongdoing. Watch the ad here.
Actor Donald Faison goes medieval in an ad for Electronic Arts' The Sims Medieval videogame. Faison guides gamers through a world where they can play the role of knight, king, bard or spy, creating their own adventure. There are thousands of customizations for players to choose from. See the ad here, created by Draftfcb San Francisco.
Is this where the Bronx Zoo cobra went? Mentos launched another amusing TV spot starring Dragee, a man seeking positivity and clarity in life. This time around, Dragee plays the role of snake charmer, using his positive force, and Mentos mint, to change the course of nature. As Dragree moves toward the snakes, he is bitten many times as a test from the cobras. "Dragee, may we all live the fresh, positive Mentos way of life," says his follower Rick, as Dragee dies from his snakebites. See the ad here, created by Martin Agency and mixed by Sound Lounge.
Here's a way to play with your food without getting messy. McDonald's launched a series of online promotions supporting its McCafe Shake (now with whipped cream and a cherry), Big Mac and Quarter Pounder with Cheese. Viewers are driven to a site where McDonald's gives you an excuse to celebrate, or go out and buy a McCafe shake. Today, for example, is Tartan Day, but don't let the fact that you're not Scottish prevent you from joining in on the festivities. Then there's the Perfectly Simple, Simply Perfect promos that highlight the ingredients in a Big Mac and Quarter Pounder with Cheese. Users can sift through ingredients and throw cheese, pickles and lettuce around your screen. And your hands stay clean! Tribal DDB created the promotions.
Random iPhone and Android App of the week: I'm not a huge wrestling fan, but I love the WWE series, "Tough Enough." The series returned on USA Network this week and there's an app for both Android and iPhone/iPad users. The app allows fans to check in, similar to Foursquare, and connects users to fellow fans, along with show participants. Fans can check in to unlock "Tough Enough" content, like deleted scenes and pictures, throughout the show and become a part of USA's affinity rewards program. Accruing points online can lead to actual, offline goodies. The app was designed by USA and developed in conjunction with Digitaria.
| Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at amyc@mediapost.com. |
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising
Ever Fire a Customer?
There are times when you need to move on.
Advice from MarketingProfs.com:
How to Fire a Bad Customer
When you're trying to hold on to every last customer, you might not realize that some of them are doing your company more harm than good. "One thing most business owners don't consider," writes Rohit Bhargava at the Influential Marketing Blog, "is whether their best business decision may actually involve FIRING some of their worst customers."
Definitions for "bad customer" will differ, but they might refer to...
- Those who require an extraordinary amount of attention
- Those whose demanding or abusive treatment of your staff causes high rates of turnover
Bhargava has this advice for how to handle your bad customers:
- Identify the real problem. Because relationships sour over time, the source of a conflict might not be readily apparent. Don't proceed until you have a good sense of what's really going wrong.
- Take responsibility for your mistakes. "Showing good faith to fix what you can fix from your end will be important not only to try and salvage the relationship," he says, "but also to demonstrate to your customer that you are really trying to make the relationship work better."
- Present the issue to your customer. They might be receptive to your feedback, and they might implement positive changes that move them back to the "good customer" column. Or they might push back. If that happens...
- Establish a three-strikes-and-you're-out policy. "This is not always something that you can communicate to your customer," he notes, "but internally your employees need to know that there is a process that you will be using to put the customer on final notice before you make a decision."
- Terminate and refer. Handle the "firing" with a positive attitude, and demonstrate your goodwill by helping the customer to find another vendor.
The Po!nt: Losing any customer will cause a likely drop in revenue—but you'll free up resources to find and build more profitable partnerships.
Source: Influential Marketing Blog.
Sphere: Related Content
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: sales training
Wednesday, April 06, 2011
Wednesday Night Marketing News from Mediapost
Click & read to your hearts content!
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising
Not So Fast.....

I'm a big pro-social media person.
This website along with 3 others I update around 50 times a week are blog websites which is one of the early forms of social media.
But I also know the danger of jumping out of something and into something else without understanding what you are doing.
There has been a big social media marketing push the past few years and some businesses thought it would replace traditional advertising and marketing.
Not So Fast....
Social Media Can't Save You!
There's an epidemic taking place. Brands big and small are rushing into social media. In many cases, several months down the road they find themselves disappointed with the results and disenchanted with social media in general.
Case in point: I was recently speaking at a conference to a full auditorium of marketers. I asked how many of them were doing some degree of social media marketing. Most of the hands in the audience went up. The next question was, "How many of you are disappointed with the response you're getting." Again, most of the hands in the room were raised. And this is usually the case. I can't tell you how many other businesses I speak to that have a basic Facebook fan page and a Twitter feed and not a lot of love or money to show for it.
The Medium Isn't the Problem
It's my experience however, that these problems rarely have much to do with the value or effectiveness of social media. In most cases, the problem is that brands simply aren't in shape for social media in the first place. They lack definition, position and purpose. Their story is lackluster and their consumer value nebulous. In some cases, internal communication is so poor that it makes outward communication almost impossible.
Here's the thing. Social media is not a modifier, it's an amplifier. It doesn't change your brand's voice; it just turns the volume up to eleven. If your brand has nothing to say -- no story to tell, social media will only amplify the uncomfortable silence. If your culture lacks fluid and open communication, your discomfort and awkwardness in engaging followers will come through loud and clear. If your brand value proposition isn't obvious, your social media messages will be confused and only muddy the waters further.
The result will be that every tweet, post and update aimed at building community around your brand will simply confuse, disenfranchise and disappoint more potential followers. You will un-market yourself into oblivion.
The Social Media Breathalyzer
Breathalyzers can be installed in the ignition systems of cars to prevent drunk driving. It's too bad we don't have the same kind of apparatus available before starting social media programs. In lieu of something more sophisticated, here's a very simple brand sobriety test. If you fail, don't turn the key on social media!
If you don't have solid answers to these 4 basic questions, then social media won't save you. In fact, it might hurt you. Fix the brand first.
Gary Vaynerchuk, author of The Thank You Economy, recently said, "There's more original content created today in 48 hours than there was from the beginning of time until 2003." In other words, before you tap customers on the shoulder, you better have something valuable to say.
(Source: Doug Stephens, Retail Prophet Consulting, 03/22/11)
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising, social media
Combine the Best of Both in Retail
This is one of my favorite ways to buy online and not have to wait for delivery.
From MarketingProfs.com:
Why Customers Might Want to Pick Up Online Orders at Your Store
Barnes & Noble pioneered the concept of online orders shipped to brick-and-mortar stores for customer pickup. In Marketing by the Numbers, Leland Harden and Bob Heyman present a case study on another successful "ship-to-store" program: Ace Hardware's.
"When a customer selects ship-to-store service," they explain, "orders are fulfilled out of the warehouse for shipping to the local Ace—at no charge."
According to Ace eCommerce Marketing Supervisor, Mark Lowe, ship-to-store is a wildly popular option: online shoppers choose in-store pickups 73 percent of the time. It's not hard to see why:
- The absence of shipping charges means substantial savings on larger items like grills and table saws, and thus lowers barrier of entry to high-priced purchases.
- With once- or twice-weekly shipments from the warehouse, delivery times can rival those of UPS shipments sent straight to a customer's house.
Stores, meanwhile, appreciate that 33 percent of customers who pick up an online purchase also buy other items during their visits.
But before you spring a similar program on your brick-and-mortar locations, make sure they're ready: "Retailers have a lot going on in their stores every day, and this is just an additional responsibility that you're asking them to handle," says Lowe. "So [make] it as easy as possible for them to receive those orders, give it to the customer during pickup, and then, if necessary, take that return. I think it's really important that if you allow ship to store, you also allow them to return the product to the store."
The Po!nt: Customers like ship-to-store options—and a substantial number might just buy something else while they're taking delivery.
Source: Marketing by the Numbers.
Sphere: Related Content
Posted by
ScLoHo (Scott Howard)
0
comments
Getting Better
from my email:
Daily Sales Tip: Strive for Continuous Improvement
Great salespeople are constantly on the lookout for new ways to sharpen their skills.
Sometimes that means recording (and listening back) to a cold call to ensure it was on point.
Other times it means asking a trusted colleague to join them on a sales call, so they can gain an objective, third-party perspective.
The key: Always keep an eye out for ways to provide a better buying experience for customers, and, in so doing, raise the bar on your own performance.
The more skills salespeople can add to their "sales toolkit," the greater potential they have to consistently reach new heights.
Source: Based in part on From a Good Sales Call to a Great Sales Call, by Richard M. Schroder
Posted by
ScLoHo (Scott Howard)
2
comments
Labels: sales training
Tuesday, April 05, 2011
Tuesday Night Marketing News from Mediapost
Click & Read:
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising
Japan's Crisis & the Effect on Auto Sales

I work with several automotive dealerships.
Here's some predictions of the fall out from the disaster in Japan:
Cars That Could Rally While Japan Recovers
When General Motors and Chrysler declared bankruptcy in 2009, it was obviously bad news for them -- but a boost for competitors, who picked up market share as car buyers fled the two damaged brands.
The American carmarkers now have a chance to gain back a bit of that turf. The devastating earthquake in Japan was obviously an act of nature -- not a man-made debacle, like the mismanagement of the two American automakers was -- but it has left Japanese automakers reeling all the same. A few assembly plants were damaged, while others are operating fitfully on account of power rationing. Perhaps most pernicious is the damage done to several parts manufacturers in the quake zone that supply paint, electronics, and other key components for many Japanese cars -- and some American ones as well.
For most models, there's typically at least two months' inventory in the pipeline, which is why there have been no shortages so far. But as Toyota, Honda, Nissan, and other Japanese automakers gauge the damage, they've begun to ration parts, slow production, and take other measures to adjust. For the most popular cars or those already low on supply, that could lead to shortages of some models in coming weeks, or price increases as dealers and customers anticipate shortages.
Many Lexus, Acura, and Infiniti models could be affected, since a lot of those were in relatively short supply to start with. At Toyota, slowdowns could affect supplies of the Prius hybrid, Corolla compact, RAV4 crossover, and possibly the larger Highlander crossover. Honda could run short of the Insight and CR-Z hybrids, the Fit subcompact, and possibly the CR-V crossover. Disruptions at Nissan could affect the Rogue crossover and 370Z sports car. Many models produced by Mazda, Subaru, Suzuki, and Mitsubishi will also be affected, and shortages could affect more models the longer they drag on.
Competitors won't gloat, and they may not even try to take advantage of Japan's woes. But they won't turn down buyers who can't find a competing Japanese model, either. To determine which models could benefit if the Japanese problems persist, car-shopping site Edumunds.com was asked to identify competing vehicles buyers tend to "cross-shop" when they're primarily interested in one of the quake-curtailed Japanese models. Here are 20 models that stand to benefit from Japanese supply problems:
Audi A5. This stylish German coupe competes with Japanese mid-luxury makes like the Lexus E Class and the Infiniti G. It's not the fastest two-seater, but with gas prices on everybody's mind, decent mileage gives it a bump.
BMW 3 series. Some arrivistes shun the predictable panache of a BMW, yet the 3 series remains a standard-setter -- and an easy backup choice for anybody unable to find the Lexus, Acura, or Infiniti they want.
Buick LaCrosse. GM's near-luxury division has made a nifty comeback, and many reviewers rate the LaCrosse sedan above competing imports that cost more. It's another model that could draw buyers from Lexus, Acura, and Infiniti.
Chevrolet Cruze. Chevy has finally built a compact that appeals on quality, not price, which gives the Cruze a chance to snatch sales from the Toyota Corolla, Honda Civic, and even the sporty Mazda3.
Chevrolet Camaro. It's a muscle car, not a luxemobile, but Edmunds' data shows that the Camaro is one of the top three alternatives considered by buyers checking out the Infiniti G class coupe. GM would welcome the chance to convert a few import buyers.
Chevrolet Equinox. GM's solid crossover is the top-ranked model on U.S. News's list of affordable compact SUVs. Skeptics who remain devoted to the Toyota RAV4, Honda CR-Vm or Subaru Forester may now have a reason to check it out. (The GMC Terrain is nearly identical.)
Chevrolet Traverse. This popular, seven-passenger crossover (similar to the GMC Acadia and Buick Enclave) debuted in 2008 and is starting to seem a bit dated. But a shortage of competing models like the Toyota Highlander or Mazda CX-9 could give it a second wind.
Ford Edge. This crossover is one of Ford's older models, although Ford has freshened it with new electronics, including its Sync hands-free system. That could pay off if fans of the Highlander or Nissan Murano can't find what they want, and head for a Ford dealership.
Ford Explorer. Ford moved away from trucky underpinnings when it redesigned the new Explorer, producing a smooth-riding winner that's the top vehicle in its class in the U.S.News rankings. Toyota in particular could lose some customers if the Highlander becomes scarce.
Ford Fiesta. This subcompact has been another hit for Ford, garnering another No. 1 ranking in the U.S.News rankings. Among Edmunds' shoppers, it's the top alternative to the Honda Fit, and a tough competitor to the Nissan Juke and Toyota Corolla.
Ford Focus. This newly redesigned compact is meant to one-up the reliable but bland Corolla and Civic with crisp European handling, MPG in the mid-30s, and trendy electronic options. If the competition runs short, the Focus might do just that.
Ford Fusion hybrid. It's more luxurious and expensive than the Prius hybrid, but it's also one of the top alternatives considered by Prius shopper on Edmunds. If Japanese hybrids dry up, the Fusion is one of the few choices left. The Fusion hybrid may also depend on some scarce Japanese parts, however, so buyers should keep an eye on availability.
Hyundai Genesis. This upscale Korean-made coupe and sedan have already been making nice gains against the Japanese luxury brands, offering more luxury for less cash. With Hyundai hot, that trend could intensify.
Hyundai Elantra. This newly redesigned compact aims to nibble away market share from the Corolla and Civic. Hyundai might get a bigger mouthful than it expected.
Hyundai Sonata. The Korean automaker hit a home run with this nimble, affordable sedan that gets the best mileage in its class. It's aimed squarely at the Toyota Camry, Honda Accord, and Nissan Altima, which are all built in the United States but depend upon parts shipped from Japan that could run scarce. (The Sonata is also similar to the Kia Optima.)
Jeep Compass. It's not as rugged as you'd expect for a Jeep, but the Compass shows up as one alternative considered by shoppers interested in the Juke and Rogue. Improving performance by parent company Chrysler may make buyers more confident in the company's offerings.
Kia Sorento. This Korean model earns good reviews and has an optional third-row seat, which is rare for mid-sized crossovers. That makes it a strong competitor to the Highlander and RAV4, along with the smaller Rogue.
Kia Sportage. This smallish crossover competes with the Juke, Rogue, RAV4, Subaru Forester, and other Japanese models, often undercutting them on price.
Mini Cooper. It hasn't been significantly updated in years, but the modish Mini Cooper still offers a jazzy ride and great mileage, making it an able alternative to the newer Juke, Rogue, and Fit.
Volkswagen Jetta. Critics have dissed its dull styling, but the Jetta remains a good value with mileage and features comparable to the Insight, Corolla, and Subaru Impreza. But any sales gains will be a gift the Japanese come to reclaim once the earthquake damage is repaired.
(Source: U.S. News & World Report, 04/01/11)
Posted by
ScLoHo (Scott Howard)
0
comments
Influence in Advertising

An interesting study.
What it doesn't take into consideration is the creative behind the ads.
From Mediapost:
According to Deloitte's fifth edition "State of the Media Democracy" survey, 71% of Americans still rate watching TV on any device among their favorite media activities. In addition, 86% of Americans stated that TV advertising still has the most impact on their buying decisions.
The survey indicates that the Internet, mobile and social media channels are enhancing the overall television viewer experience, driving people to watch first-run programs and live events during their initial broadcast. And, nearly three-quarters of American consumers are multitasking while watching TV. 42% are online, 29% are talking on cellphones or mobile devices, and 26% are sending instant messages or text messages. 61% of U.S. consumers now maintain a social networking site, where constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.
Phil Asmundson, Vice Chairman Deloitte LLP, points out that "... by embracing the Internet as a platform that encourages audiences to participate in discussions about their favorite programs, television is maintaining its hold on the American public... "
According to this year's survey, 33% of American households now own a smartphone, up from 11% only three years ago, and 40% of U.S. consumers that do not own a smartphone are likely to purchase one in the near future. This marked rise in smartphone penetration in the U.S. market is rapidly changing consumer behavior with 56% of smartphone and laptop owners stating that they used their smartphones as a replacement for their laptop while away from home, jumping significantly from 41% in only three months.
Mobile Internet use is quickly decoupling the Internet experience from the desktop for almost half of the population. This will facilitate new consumer behaviors, likely including increased mobile search, purchasing and social networking:
- 48% of U.S. Consumers have a voice and data plan for their mobile/smartphones; 26% state this plan is their most valued media & entertainment service
- 47% of U.S. consumers state their "smartphone" is one of their three most valuable media & entertainment products; ranking it as #4 among owners
- Consistently over the last three years, roughly a third of U.S. consumers use their mobile phone as an entertainment device
According to the survey, since 2007 a consistent 70% of Americans state that they enjoy reading printed magazines even though they know that they could find most of the same information online, and 55% have continued to subscribe to printed magazines. Since 2007, a consistent 80% of Americans who have read their favorite magazine state that reading the printed copy is their favorite method.
James McDonnell, principal, Deloitte Consulting LLP, says "... enthusiasm for printed magazines is consistent across all age groups, a unique result in consumer attitudes across all the media categories, we surveyed...
| Advertising With Most Impact On Buying Decision (% of Respondents) | ||||||
|
| All | Trailing Millennials | Leading Millennials | Xers | Boomers | Matures |
| TV | 83% | 80 | 82 | 86 | 82 | 80 |
| Magazines | 50 | 44 | 45 | 45 | 53 | 67 |
| Online | 47 | 55 | 69 | 46 | 41 | 32 |
| Newspapers | 44 | 20 | 17 | 37 | 59 | 79 |
| Radio | 32 | 26 | 22 | 37 | 34 | 27 |
| Billboards/outdoor advertising | 13 | 11 | 12 | 14 | 13 | 8 |
| In-theater advertising | 11 | 27 | 19 | 10 | 6 | 3 |
| Source: Deloitte Research, March 2011 (Trailing Millennials: Age 14-20, Leading Millennials: 21-26, Generation X: 27-43, Baby Boomers: 44-62, Matures: 63-75) | ||||||
| Advertising attitudes: Percent of Consumers Strongly/Somewhat Agreeing | |||||||
|
| All | Millennials | Xers | Boomers | Matures | Males | Females |
| I tend to pay greater attention to print advertising in magazines than any type of advertising on the Internet | 60% | 64 | 58 | 58 | 59 | 56 | 63 |
| I tend to pay greater attention to print advertising in newspapers than any type of advertising on the Internet | 54 | 49 | 53 | 55 | 67 | 54 | 54 |
| I would pay an annual subscription fee for my favorite TV shows to watch them without advertisements | 28 | 37 | 29 | 23 | 21 | 30 | 26 |
| I would rather pay for online content (news, information, sports, games, social interaction sites, movies, music, and television) in exchange for not being exposed to advertisements | 26 | 32 | 26 | 22 | 24 | 29 | 24 |
| I would be willing to provide more personal information online if that meant I could receive advertising more targeted to my needs and interests | 24 | 32 | 28 | 17 | 18 | 27 | 22 |
| I am comfortable with having my web browsing activity tracked so that I could receive advertising more targeted to my needs and interests | 21 | 24 | 24 | 16 | 16 | 24 | 18 |
| Source: Deloitte Research, March 2011 | |||||||
Access to mobile devices and broadband have made the average consumer more connected to the Internet than ever and new online storage models have become real options for the mass market. According to the survey, most Americans own a device that allows them to easily connect to the Web - 85% of consumers own a desktop computer, 68% own a laptop/netbook computer and 41% access the Internet on their mobile phone.
Additional Key Findings:
TV continues to reign as the most influential advertising platform, and online ads are considered influential by less than half of Americans. Yet, with the rise of social media, says the report, we are beginning to see online engagement with consumers happening in a much different, more social way:
- The ability of ads on web sites to move traffic to other sites has dropped from 72% to 59% over the past three surveys
- 57% of U.S. consumers currently maintain a social networking site
- 26% of U.S. consumers are socializing online everyday/almost everyday (via social networking sites, chat rooms or message boards)
- 55% of U.S. consumers believe strongly/somewhat that online consumer reviews and ratings influence their buying decisions more than any type of online advertising
- 51% of U.S. consumers have purchased a product based on an online recommendation
- 65% of U.S. consumers frequently/occasionally visit web sites as a result of someone's online recommendation
- 24% of U.S. consumers would find it extremely/very desirable to have an online service that recommends a product based on other consumers' preferences
- 65% of U.S. consumers frequently/occasionally visit web sites as a result of someone's online recommendation
- 55% of Americans believe strongly/somewhat that online consumer reviews and ratings influence their buying decisions more than any type of online advertising
For considerably more detailed information, including charts and graphs, please visit Deloitte here.
Sphere: Related Content
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising
Networking Secrets
from Harvey:
Practice reciprocity without keeping score
By Harvey Mackay
When we were growing up, most of us learned to live by the Golden Rule: Do unto others as you would have them do unto you. Not "as they do unto you," but "as you would have them do unto you."
As working professionals, there is another manifestation of this rule, the Golden Rule for Networking. It should permeate all your networking efforts. But it goes against every naturally acquisitive, ambitious and self-serving impulse in each of us.
My Golden Rule of Networking is this: Reciprocity without keeping score. Simply stated, it means what can I do for you without expecting anything in return?
Webster's Dictionary says reciprocity is mutual action and mutual exchange. Mutually beneficial to both is the kind of reciprocity that most people are familiar with.
My definition of reciprocity is quite different. You must give without keeping score. No quid pro quo. It's the one fundamental concept that is the most misunderstood in business today. Few people truly understand this. You are either all in or all out.
To be as candid as I can be, there have been plenty of people over the years who said they were going to help me in some way, but they didn't. Maybe they couldn't. Maybe they just forgot. Maybe they never intended to. It doesn't matter. You cannot keep score, or you will lose for sure.
Let me tell you how it works: If we're smart, we surround ourselves with talented people -- the most talented we can find. They are our most powerful asset. That's why I think of this select group as our own personal brain bank. They include our family, friends, mentors, fellow workers and our industry contacts. You never know when you'll need to draw on the "accounts" you create with those oh-so-valuable resources.
With every contact within your brain bank -- every call and every visit -- preferably near the conclusion, sincerely ask the other person what you can do to be helpful to them. Ninety-five percent of the time, people will thank you for asking and tell you that there's really nothing they need. If, however, they do ask you for a favor, then your eyes should light up like the New Year's Ball in Times Square.
As you learn what is being asked for, note every detail with warmth and urgency. Fulfill the request to the best of your ability. As you do it, and after it's done, expect nothing, absolutely nothing, in return. Don't shop for gratitude in your phone calls or e-mails. Do the favor because you like and respect the other person and honestly want to help.
If you manage your career and live your life in this way, two magical things will happen:
- Over time, people will find ways to do remarkable and unexpected things for you that make your life easier.
- When you're hit by a storm in full fury, you are likely to find the most astonishing human network of support you could ever imagine.
- Help a colleague prepare for a major presentation. Act as their sounding board. Help your friend by pointing out what needs to be clearer . . . what needs more emphasis . . . and what seems to drag.
- Be a source for heads-up information. Do it for other business leaders in your community or your industry -- perhaps not direct competitors, but almost everyone else.
- Never abuse confidences and or share inside information. You only have to do this once, and you'll be marked as a security risk for life. Worst of all: You'll never learn what others know about you and why they won't trust you.
- Don't export problems. Sometimes companies try to downsize high-maintenance losers and stick them on another company's payroll. Believe me, if you do that, you will be remembered and for the wrong reasons. When you terminate people who aren't performing, do them the favor of leveling with them and constructively help them readjust their career focus.
Mackay's Moral: If you want to win at networking, don't keep score. Sphere: Related Content
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: sales training
Monday, April 04, 2011
Monday Night Marketing News from Mediapost
Click & Read:
Posted by
ScLoHo (Scott Howard)
0
comments
Labels: Advertising