Saturday, September 17, 2011
Recognizing the Jugglers' priorities is one step. Understanding how to reach them as they make decisions about products whether rushing down a supermarket aisle, or clicking across the Internet, requires more.
What can a brand do to grab their attention and keep it long enough to change their minds or their buying habits?
The answer lies in how they value marketing information, whether presented in an ad or a web site. What value does it have and when do they need it? Most Moms want to be informed, but for some marketing information holds almost no value at all. For others, it's all about when they get it; can they claim the "First to Know" badge?
We recently took a look across two well-known Online Mom* segments -- Health Committed Moms and Brand Loyal Moms -- to discover if there are more effective ways for brand marketers to serve up marketing information.
- Health Committed Moms (39% of online Moms) place an immense value on marketing information. Their focus on health would seem to demand it. Information is the most valuable thing a brand can offer. Health Committed Moms "are very likely to act on what they learn". Brands need to be careful with their own language and make sure they monitor the competition.
Brands have another more unique opportunity with Health Committed Moms. These Moms reward brands that help them win the "First to Know" badge. New product launches targeting these Moms should include tactics for positioning this information as exclusive and reaching Moms who are most likely to value and share this information.
But these Health Committed Moms with their First to Know badge surprisingly spend less time on "health" sites. In fact, if we were to recommend how to reach them online we'd be looking at fashion and beauty sites (82% more likely to spend time), as well as family and food (84% more likely time).
- Now let's look at the easiest segment to categorize, but a challenge for any new brand, or want-to-be #1; Brand Loyal Moms (32% of Online Moms). As we expect, loyalists don't seek out information at all. They just stay with their brands. Can anything get them to change a brand? How about a shift in their own personal values? Admittedly, this is difficult to predict and seldom occurs, but right now something is going on.
For the last several years we have been watching as Brand Loyal Moms become increasingly concerned with the environment. In the last several months, there have been more Brand Loyal Moms on "green" sites than ever before. More time, in fact, than any other Mom's segment, including Health Conscious Moms.
Motivating Moms requires moving beyond the idea of the Juggler to an understanding of how they value marketing information, from ads to tweets. What they need and how those needs shift as their own values shift will give brand marketers a new edge, one they will need as the Juggler moves faster and faster.
*Resonate Networks' Online Moms sample size is approximately 35 million.
|Bryan Gernert is CEO of Resonate.|
from Pat McGraw:
Posted: 25 Aug 2011 08:36 AM PDT
You spend a lot of time, effort and money in order to attract, engage, convert and (hopefully) retain profitable customers – but sometimes little things go unnoticed and they can kill your business.
In the past couple of weeks, here are 2 (with a bonus) examples of how communications from employees can chase customers (prospective and current) away from your business.
Here’s one example from Jeremiah Owyang:
Jeremiah Owyang – Yesterday 10:14 PM (edited) – Public
I’m getting more out of office messages from folks like this:
“FIRST LAST normally checks this email 1 time daily, at 10amPST/1pmEST.
If you need to get in touch before then or you are having a company
emergency, you will want to send a text message to 123-4567.
If you are canceling or changing a pre-scheduled meeting, please do this now.”
How many of your clients (prospective and current) would become former clients when your employees started leaving messages like this? (Hint: I would be looking for the competition’s number and making them my next call – I pay you to serve me so don’t tell me what to do. And if I have an emergency, I am not sending a text because I want to TALK TO YOU.)
Solution: Provide your employees with acceptable messages and perform periodic checks to ensure that they use them and follow procedures. Yes, it’s babysitting. But the older I get, the more amazed I am to see what some people will use and that the reasoning is “Hey, I’m busy and I want them to know it.”
Wrong. You want them to know you are there. You want them to know that you are easily accessible, ready to solve their problems and exceed their expectations. Grow up and stop playing martyr – we don’t hire or employ martyrs, we hire and employ people dedicated to customer satisfaction.
I never thought I would become the anal retentive marketer but in the past year I have received way too many emails featuring cute script-like fonts that [a] I can’t read and [b] clearly communicate that the sender is way too focused on being cute vs. being understood.
How would you like to get all my emails in this font?
Solution: Same as lesson #1 – tell everyone that the anything from the company must use specific font(s). Then perform periodic checks.
And while I am thinking about it…
Provide standardized templates for email signatures – which prohibit personal affirmations, ‘funny’ jokes and motivational quotes. Focus on the following critical content:
- Company Name
- General 800#
- Direct Line
- Cell phone
- Company URL (linked)
It’s nice that people want to express personal creativity – but the communication is for the benefit of the reader, not the sender. Think of it from their perspective and ask “Do they need to know?”
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Friday, September 16, 2011
Click & Read:
The slow decline of print advertising has been accompanied by the growth of digital marketing.
Print advertising includes newspapers, magazines, phone books and junk mail.
I have seen some of my friends in the print business evolve into the digital world, but there are a few tips and "tricks" to keep in mind as outlines by MarketingProfs.com:
Five Email Design Must-Haves
The average email subscriber faces an inbox filled with clutter. Once she sorts through a variety of personal, professional and marketing messages, she won't look kindly on messy or incoherent email offers. "Without a well-crafted, clear and consistent design for your brand, your email is going nowhere in a hurry," says John Murphy in an article at MarketingProfs.
Here's how to avoid such a pitfall:
Use a good balance of text and images. Many spam filters consider an email's text-to-image ratio when deciding if it will reach a recipient's inbox. If there's too much text or too many images, it risks banishment to the spam folder.
Assume that images will be blocked. There's a good chance your subscribers will only see embedded images if they actively click on a link to display them. Because of this, the text in your message has to make sense even if its images don't show up.
Provide a back-up option for image-rich backgrounds. A number of clients—Gmail and Microsoft Outlook, for example—don't support background images. But Murphy says there's a workaround. "HTML allows both an image and a color to be coded in the same tag," he writes, "which means that if a mail client supports background images, the images will be displayed; if it doesn't, then the chosen color will appear as the email background instead."
Include a table of contents for lengthier messages. When an email has several sections, ease its navigation with a simple table of contents that links within the message to the topics a subscriber wants to read.
Remember a call to action. You've sent the message because you want your recipient to do something—so make sure he can.
The Po!nt: How it works matters as much as how it reads. Don't sabotage your strong content with weak email design.
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Daily Sales Tip:
Do your homework and learn all you can about your potential customers before you call on them. If it's a public company, get their annual report (even if you are calling on the local distributor). Get on the Internet, read the local media, read major publications...the more knowledge you have before you get in the door, the better opportunity you have to close the deal.
Source: Brandeis C. Hall, RAB, BHall@rab.com, (972)753-6786)
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Thursday, September 15, 2011
5 nights a week, I've been giving you this feature, or you can get it in your inbox like I do:
Our weekly update from Amy:
Denial hits the fan. The search engine of life. Protect your stuff. Let's launch!
Dodge created the "Search Engine for the Real World" to promote its 2012 Dodge Journey. In other words: step away from the computer and get outside and see the world. The Internet will be there when you return. The first TV spot shows a Journey on a journey through San Francisco and Route 66, surrounded by lakes, trees, and fields. The campaign has an added twist: three 2012 Dodge Journeys were hidden throughout the U.S., and each spot includes hints on where to look. Road trip, anyone? The "West Coast" ad launched Sept. 10, "Midwest" debuts Sept. 17 and "East" on Sept. 24. Additional clues can be found on Dodge's YouTube page. Each hidden car can be observed by a camera feed, just another way for explorers to gather clues. See it here. Get your motor running: the first Journey has already been found. A father and son from Nevada found the West Coast Journey in Hope Valley, Calif., in a mere 16 hours. I'm impressed. Wieden+Kennedy Portland created the campaign.
No one yells punch buggy in the latest ad for the 2012 Volkswagen Beetle. There are, however, countless high-fives, which are less painful. "It's Back" follows a man driving through a city in his sleek new Beetle. Whenever he encounters someone, they extend their hand for a high-five, whether it's construction workers, fellow drivers, a cop on a horse, a young girl and a puppy. Even the "don't walk" sign is secretly high-fiving him. The spot ends when the man encounters a huge group of cyclists. He extends his hand and waits. See the ad here, created by Deutsch Los Angeles.
Norton, known for its Internet security products and love of the Hoff, launched a TV, print and outdoor campaign about your "stuff": things like cell phone pictures, music and financial information. It's more than just stuff. If your computer crashed, what would happen to the stuff that's important and meaningful to you? Norton's brand campaign aims to highlight the company's offerings of content backup and live help when needed. An animated online video illustrates the importance of a person's stuff, whether it's pictures on a computer, music on an iPod, work spreadsheets and emails. Since "Stuff Happens," Norton can back you up and protect your stuff. See it here. A TV spot, running in Canada, shows various old pictures of women. The spots ends with the saved document name of "Wow_GrandmaWasAHottie.jpg" See it here. Print ads, running in Sports Illustrated, Newsweek, Time, ESPN, Fast Company and Shape, among others, also use ridiculously long file names to signify the importance of backing up online content. See them here, here and here. Leo Burnett Chicago created the campaign.
Royal Bank of Canada supports up-and-coming filmmakers -- because not everyone has Hollywood connections, like a well-respected uncle. The company launched three ads supporting its sponsorship of the Toronto International Film Festival. Each shows how easy life would be for young directors if they all had an "uncle in the biz." A director yearns for an aerial shot in "Helicopter." Fortunately, the man's uncle swings by and loans him his helicopter to film the scene. Watch it here. A young director pitches his script, only to have it rejected. His uncle emerges from behind a wall, skims the script, and convinces the agent to reconsider making the movie. See it here. A woman screens her film to a theatre filled with a handful of people. Just before the movie starts, her uncle appears with all his wealthy friends who are looking to buy a film. Watch it here. BBDO Toronto created the campaign, directed by Mark Gilbert of Untitled Films.
Al Gore brings us reality TV, but it's not the kind of mindless entertainment we're used to. The Climate Reality Project is running all day today to educate viewers about climate change. Dubbed "24 Hours of Reality," the event will be broadcast online in all 24 time zones and in13 languages. One TV ad features the voice of Al Gore coupled with images of floods, mudslides and copy about oil and coal companies wielding money and power to deflect the reality of global climate change. See it here. Denial hits the fan in the next ad, seen here. And by denial, I mean poop. A miniature oil rig starts a chain reaction that sends a handful of poop flying into a fan, splattering a globe. M ss ing P eces and Alex Bogusky at Fearless Cottage produced the ads.
Jimmy Dean's latest TV spot for its breakfast sandwiches is "Low Cloud," about a cloud whose head is in a fog. The sun is driving to work and encounters the low-flying cloud. Turns out, he didn't have breakfast. Sun whips up a Jimmy Dean sandwich from the food truck he drives, and within seconds, the cloud is no longer gray and is flying high. Watch the ad here, created by TBWA/Chiat/Day Los Angeles.
Isaiah Mustafa, come back soon. The "Sea Captain" scares me. Old Spice launched a new TV and print campaign for its Red Zone deodorant, body spray and body wash that encourages men to channel their inner sea captain or rock star. The "Smell Better Than Yourself" campaign allows men to smell like a sea captain with washboard abs, who oozes gold coins from his pockets while punching a sea creature in the face. Watch it here. A print ad, "Rocker," shows a man in a library who is half-nerd and half-rockstar waiting to break free. See it here. Wieden+Kennedy Portland created the campaign.
Random iPhone App of the week: Do you love random factoids of knowledge, as I do? Then you'll enjoy the newly launched Weird but True app. Based on a random fact generator inspired by the National Geographic Kids book series of the same name, Weird but True offers 300 factoids for the iPhone, iPad and iPod Touch. All you need to do is shake or swipe your device for a random fact. Did you know that New Zealand has more sheep than people, or that parachutes were invented before airplanes? My favorite factoid involves rain. You will get 50% wetter running in the rain than you will standing still. Who knew? The app costs $1.99 in the App Store.
|Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at firstname.lastname@example.org.|
from my email:
Daily Sales Tip: Remember Who You're Talking To
When meeting with a prospective customer, make your conversational tone one of respect. Suppose we carelessly utter to the prospect, "Do you know what I mean?" He or she just heard from us: "How could you possibly disagree?" A more respectful offering is, "I want to be sure I express this properly; so may I clarify?"
How about when the buyer poses the same question to us? Seize the opportunity to clarify the exchange of ideas by responding this way: Look into the buyer's eyes and state inquisitively, "No, I do not quite understand. Could you tell me more?" This may also persuade the customer to state his/her position in a way that might reveal critical motivations.
Source: Sales consultant/trainer Robert Menard
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Wednesday, September 14, 2011
Click & Read:
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I know, I know.
Halloween and Thanksgiving are still a month or two away.
But let's look at the biggest shopping season and start preparing now:
Many Retail Industry Analysts Predict a Good Holiday Season
As retailers head into the all-important holiday season, they have reason to be optimistic: Months of solid sales are widely expected to carry through to the end of the year, when shoppers are most likely to open their wallets.
Positive holiday performance could have a far-reaching effect. With consumer spending accounting for about 70% of the nation's economic activity, robust sales could breathe life into what has been a sluggish year so far for the broader economy.
Many industry analysts are predicting a good -- but not great -- holiday season.
The chief economist for the International Council of Shopping Centers, a major retail trade group, estimates that sales will rise 3.5% for November and December combined. Last year, sales during the same period beat expectations, rising 4.4% in what industry analysts called the best holiday results since 2006.
"It's a time when we do the greatest amount of our business, but it is also a season that defines retailers," said Jim Sluzewski, a spokesman at Macy's Inc., which last year saw 28% of its sales in the last two months of the year.
After the recession-plagued 2008 holiday season, the worst in more than four decades, retailers say they've become much more savvy about confronting economic challenges. They're not ordering too much inventory and they're making sure that prices are budget-friendly.
"We are well prepared," Sluzewski said. "Our business is very flexible and we have a lot of ways to adjust our business no matter what happens."
Retailers, which ring up as much 40% of their annual sales during the last two months of the year, also are relying on a tried-and-true rule: Consumers love to splurge when the holidays roll around.
Shopper Deven Ronnquist, 63, was already keeping an eye out for holiday gifts for her family on a trip to the Glendale Galleria in California recently, setting a loose gift budget of $3,000.
"We have a tradition of spending way too much -- we just have a ring of presents around the tree," the La Crescenta administrative assistant said. "I'm going to work hard to pay down some of my credit cards in the meantime."
The start of holiday shopping comes amid skittishness over the volatile stock market, stubbornly high unemployment and tight credit that has constrained business growth. Strong holiday sales could provide much-needed momentum, said Michael Dart, a retail strategist at consulting firm Kurt Salmon.
"If we have a solid holiday season and there's a sense that the consumer is resilient...I think you get more bullish on hiring and it could start to move the employment rate," he said. "It could ease a lot of the anxiety that permeates every business and permeates the consumer psyche right now."
Retail analysts say the key segment to watch will be middle-income consumers. Wealthy Americans have spent freely on luxuries such as designer handbags, jewelry and watches, and lower-income shoppers seeking bargains have led to steady sales increases at discount chains, dollar stores and warehouse clubs.
Analysts say the back-to-school selling season, which often provides a hint of how the holidays will fare, has so far produced solid results. Despite stock market turmoil and Hurricane Irene, sales at major chain stores rose 4.4% year over year in August, the key month of the period, according to Thomson Reuters' tally of 23 retailers.
"We've been seeing consistent spending occurring even in discretionary sectors," said Michael McNamara, vice president of research and analysis at data service MasterCard Advisors SpendingPulse. "This is just a consistent thing that has not correlated with the deterioration in consumer confidence. It's been an interesting phenomenon in 2011."
Retailers are still keeping their biggest plans under wraps, but they have been busy preparing for the holidays all year: ordering merchandise, designing festive window displays and special holiday catalogs, and planning Black Friday promotions.
"Target begins preparing for the holiday season right after Christmas," said Cary Strouse, senior vice president of stores for Target Corp., which recently announced four exclusive designer partnerships that will be in stores in time for the holidays, including a fashion line with Gwen Stefani.
Wal-Mart Stores Inc., the nation's largest retailer, will be adding to its holiday selection this year, including stocking more Christmas villages and outdoor lawn decor. The company said its focus would be on offering the lowest prices to its shoppers.
"We know our customers are feeling budget strains, and we are committed to helping ease that strain," said Tara Raddohl, a Wal-Mart spokeswoman.
Jodi Odell, 46, said she intends to spend big for the holidays even though she has been trimming expenses because business has been slow at the architecture and design firm she and her husband run.
"My husband and I have already talked about it," the Encino resident said recently as she shopped at the Americana at Brand in Glendale. "We plan it out in September. The kids give me their lists early and I will have it all knocked out by November. It's therapeutic when nothing else is going well."
Although Odell won't be cutting back on gifts for her four children, she and her husband, Otis, will only do stockings for each other this year, she said.
Still, she's hoping for a little blue box.
"Tiffany," she said, "fits very well in a stocking."
(Source: Los Angeles Times, 09/05/11)
From Tom Searcy:
Proposals don't sell or close deals, they put on paper what has already been agreed to and answer "how."
Before you send a proposal to someone, ask yourself, "Am I selling the deal with this proposal or am I explaining the details of what has already been agreed to?" If you are selling with it, you are wasting your time. Proposals are not Christmas presents where the recipient opens them to find a surprise.
Secure a verbal agreement on what your company is going to do, as well as the general price range, before you go through the trouble of writing a proposal.
Want to read more about how to land the big sale? Read the Hunting Big Sales Blog.
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Tuesday, September 13, 2011
When I glanced at the headlines I thought the last line said toilets, not tablets.
Click & read carefully:
My oldest daughter celebrated her 28th birthday this week.
I recall when I was 28 and wonder where the past 23 years went. But I don't wonder who is using social media.
Baby Boomers like myself are using it and with our buying power, smart companies are the ones that figure out how to use social media to interact with us.
While many advertisers have caught on, many still believe Boomers -- adults aged 45 to 54 -- are digital laggards who lack high-speed internet access, online shopping savvy, digital cameras, DVRs and cars with GPS systems. In fact, according to Forrester Research's annual benchmark tech study, adults my age now spend more money on technology than any other age group. We lead the pack when it comes to purchasing e-readers. The iPad? We love it. Don't dare call us old and set in our ways.
So should advertisers try and reach us on social sites? You bet. Baby Boomers control more than 50% of the discretionary spending power and pay for 80% of all leisure travel. We also like to play games and product deals online. We strive to look and feel our best. And, according to Social Code, Facebook users over the age of 50 are 28.2% more likely to click an advertisement than 18 to 29 year-old users.
We are a generation that likes to get things done. Social sites give us a forum for voicing political views and for supporting causes that are dear to us. And Boomers who are empty-nesters now have the time to support them. Meanwhile, social dating sites have given widowed and divorced Boomers a whole new way to build meaningful relationships.
So, what ad content is best for Boomers? It needs to be intuitive and easy to navigate. And above all, advertisers should focus on a quality product and customer service. Here are four great examples of marketers who understand what Boomers want:
- NBC Digital is doing a terrific job of reaching Boomers through their Life Goes Strong channels, an online destination for the active over-50 crowd. Its verticals represent the audience's passion points, from health to technology to style. The age perspective is downplayed, as the site is focused on generating content that Boomers are genuinely interested in, and delivering this content in an entertaining way (some good examples are "The Ugliest Houses in America" or "Being Addicted to Words with Friends"). Every article is shareable and can be commented on.
- Harley-Davidson is another brand that has been doing an excellent job reaching Boomers through social media. Its target demographic of riders over 50 cherishes two things: community and adventure. This company puts mobile social at the heart of its marketing efforts. Riders carrying around mobile phones can connect with other riders, learn about special events, and share their adventures on social sites. Rather than phasing out its older consumers, Harley- Davidson provides them with a voice they can use to build the brand with their stories and opinions.
- Socially savvy Boomers are transforming the healthcare industry, and pharmaceutical pioneer Johnson & Johnson is taking note. Its extensive social network includes a number of blogs, a robust YouTube channel, an active Facebook page, and a Twitter feed. The diversity of this company's content runs the gamut from interesting historical tidbits about the company, to touching videos about its efforts in developing countries, to multiple platforms where J&J representatives can quickly respond to comments and questions about their products -- from a generation that is becoming more and more acclimated to seeking customer service through social media.
- The Dove Movement for Self-Esteem campaign won us over with its portrayal of women with all their flaws, and it continues to choose topics that are ageless with its "Who Inspired You" initiative.
The brands that continue to deny the influence of Boomers on social media will lose out on a marketing opportunity that continues to grow. Instead of seeing gray, brands should green.
|Holly Pavlika is managing director at Big Fuel.|
Lessons from former clients:
Daily Sales Tip: Getting Feedback from Former Customers
Getting feedback from defectors is important because of the unique insights it provides.
Your former customers know which areas you need to improve in order to get their business back. And your former customers can also give you very specific reasons why they left -- a view of your business you can't get anywhere else.
Source: Don Peppers, founding partner of Peppers & Rogers Group.
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Monday, September 12, 2011
Click & Read:
Last week on the Not-So-Secret Writings of ScLoHo, I shared the story of using technology to modernize a retail operation.
I admit, when I moved from the radio business to the web world this year, one of the reasons was the ability to measure with accuracy the Return On Investment of the actions we do online.
But you have to connect all the dots.....
Recently I was doing some exploratory work at a car dealership and was amazed at how they manage inventory, and their internet presence.
They can tell how many people have visited their website, which vehicles they looked at, what links they clicked on, etc.
I mean, this is one slick technology rich business.
But there was one part that stuck out as a fatal flaw.
The final tracking device.
They hand the customer a piece of paper with several options of how they heard about the dealership and ask them to circle one.
At first I thought using pictures and drawing a circle was clever. It is.
It's not accurate.
It relies on a customer to recall something that they really don't care about.
And this type of tracking is highly unreliable.
If you have the technology to track but then end up with a flawed link, then you better find a better way, or at least realize that you're dealing with bad data.
The words of Scott Howard aka ScLoHo Sphere: Related Content
Daily Sales Tip: Practice Makes Perfect
Sales managers very often do not get the training they need before becoming a sales manager. Likewise, very few sales managers conduct ongoing training sessions with their sales team.
Selling requires cognitive skills as well as practical skills, which cannot be developed without practice. When was the last time the sales managers at your company conducted sales practice? I have frequently observed sales managers who intend to start a series of sales practice exercises; however, they are dissuaded from this plan by their salespeople who express dislike or discomfort with the idea of practicing.
Top-performing sales forces conduct sales practice on a regular basis. They have a focus on training and developing the skills and process of their team on an ongoing basis. I recommend that all sales managers conduct sales practice on a weekly basis. This will allow them to inspect the quality of presentations, processes, territory management, account management, etc., of each of their salespeople in a safe and nurturing environment.
Practicing one's sales skills in front of a customer is analogous to practicing football during the Super Bowl. Obviously, it is too late to practice when you are in the game.
Source: Sales consultant Gil Cargill
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