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The biggest advertising day of the year?
by Nattana Johnson, owner, MGC
Who’s missing from this year’s Super Bowl? FedEx, Pepsi and GM. When 51% of people watching the Super Bowl say they watch because of the commercials, you would think that this is THE place to be for advertisers – at a mere 3 million dollars for 30 seconds.
So why are we seeing fewer big-name companies in the “Ad Bowl” mix? Is this a trend that will continue? Is it due to the economy? Is it because of the multitude of options advertisers have now? Are many of them shifting from traditional to new media? Do the big names feel they already have an established brand message? It’s probably a combination of all of these things.
Let’s look at Pepsi, for instance. They shifted their dollars to an online “Refresh” campaign that’s good for their image and good for the economy – asking people to submit their ideas for who should receive a portion of 20 million dollars. How it works.
Is this the new way of advertising? How do we create truly new ideas to reach our target audience – ideas that grab as much attention as this Pepsi campaign? It is obvious that in today’s economy, budgets are tight, but even more obvious is that we are inundated with messages everywhere we look. How do you stand out? Start by thinking of a way to CONNECT with your viewer. Think viral. What will your viewers pass on to their friends? This is a time to be creative, I mean REALLY creative, with your dollars – getting the most bang for your buck. Pepsi can feel good about their campaign that funds new libraries, ships feel-good items to our troops, builds playgrounds and so on. That’s new thinking. Creative thinking. How can you bust out of the box?
Why did Bill Gates take so long?
by Nattana Johnson, owner, MGC
Whatever the reasons for his delay, Bill Gates is now part of the social media conversation. He talked to the morning show last week about how he wants to reach out to listen to the public about his foundation and is tracking the comments to do so. http://bit.ly/8XUQeR.
We know that most of us will never attain the following that Bill Gates has. Nevertheless, we need to listen to our customers, and learn from them. In today’s fast-moving techno-world it’s critical to respond quickly to praise or criticism. If you wait until you have something “impressive” to say, you’ll miss the boat. You need to set the foundation now, start the conversation, create a network, and establish relationships… so when the moment comes, you can jump into Twitter or Facebook and respond.
Remember the Domino’s incident when the two employees decided to add a little “extra” to the pizza and post it on YouTube. It took Domino’s two days to respond and many critics said that was far too long. Today you need to respond in minutes. Social media is the most efficient, most effective way to do that.
Look at the Haiti support efforts – talk about a way to get national response. Sure, for weeks we have seen it on TV and heard it on radio, but without the online efforts and the continual reminder for all of us to band together and offer support, via Facebook and Twitter efforts, there wouldn’t be nearly the dollar volume pouring into those disaster-stricken lives.
It’s a new time and new opportunities, not just for big names like Bill Gates, but also for the rest of us. Like we’ve said before, there’s no good reason to wait. Social media is here to stay, and it has become critical for business communications. So get on board, develop your blog, your Facebook page, your Twitter and LinkedIn accounts. Get connected and use this marketing media for what it is – a dramatic reach and impact that we have not had in the past. It’s available to everyone who invests a little time and effort.
Passionate business
by Nancy Ruspil, MGC
A good friend just celebrated the 15th anniversary of her business. Ever since she was a little girl, she knew she wanted to run her own business. Now she manages a successful firm that does fundraising and strategic planning for nonprofits. Fifteen years ago, she had no idea if such a business could survive, let alone grow. All she knew was that this kind of work was deeply important to her and worth every effort she could give it. Today her company is thriving, and she’s constantly grateful for its success.
Easier said than done, you might think. Not all of us are able to craft a viable business around our passions, or to find a job that involves our biggest interests. But if you pay attention to the things that light up your mind and your soul, you’ll gravitate toward work that keeps those sparks alive. Whether it brings you great money – or just enough – is beside the point. The point is that you will know your success by how you feel. Does your work intrigue you? Does it feel worthwhile? Are you happy when you’re working?
Howard Thurman said it well: “Don’t ask yourself what the world needs. Ask yourself what makes you come alive and then go do that. Because what the world needs is more people who have come alive.”
Your skills are showing
by Nancy Ruspil, MGC
A road I often drive takes me past countless businesses and building signs. One sign in particular stands out in my mind because it is so ironic. I won’t name the company, but their business is related to home design. Amazingly, their logo looks completely uncreative and unprofessional. There it is, enlarged and prominently attached to the outside of their building – you can’t miss it. The sad thing is, if I were looking for help with home design, I’d be sure NOT to go there. I’d be afraid that my home would end up looking like their sign. This may be a business full of talented, wonderful people, but that one bad impression keeps me from walking in their door.
Things like this matter. A lot. People notice the way your sign looks. The way your staff answers the phone. The way your website feels. The way you converse with people on Twitter or Facebook. People often decide to do business with you – or not – depending on these kinds of impressions.
It all matters to customers. Does it matter to you?
Be new. Be different. Be FUN.
Take a look at this quick Fun Theory video from Volkswagen.
How can you surprise your customers?
Three keys to customer loyalty
by Nancy Ruspil, MGC
You can blog, tweet, run fancy ads and launch a gorgeous website – but if people get a sense that your business is a little phony or a little flaky, it’s all just wasted time and money.
What does it take to earn the trust of customers? We all know, really. We just tend to forget when we’re caught up in our own whirling priorities. So here are a few reminders as we move into 2010.
Stay REAL. Be honest about what you’re offering. No fronts, no pretense. Talk up the benefits, but talk in terms that ring true to people’s lives. How will your bikes change the trail experience for them? What makes your hotel so enchanting? How is your software going to help them be better managers? Why are your blankets irresistible? You want more than your customers’ eyes and ears – you want their minds and hearts. Until you have those, you can’t hope to gain their trust.
RESPECT your audience. Marketing can be annoying, interruptive, or forgettable. Vow to be different. Your target audience is made up of busy human beings with jobs and kids and dinners to fix. Time is precious, so that minute of attention you’re asking for better be a good minute. Online or offline, make your marketing worthwhile for customers. And when they give you feedback, listen well and respond promptly.
Be rock-solid RELIABLE. Your service speaks like no marketing can. I’m a big fan of FedEx. When I sent gifts to relatives last week, I sent them via FedEx. I didn’t have to wonder if the boxes would be delivered on time or in good shape. I simply knew that they would. That feeling is golden. Time and again, the company has proven to me that they care about excellent service and they’ll keep doing it right. If you work this hard for your customers, they’ll have that kind of confidence in you.
Is your marketing genuine? Are your messages worthwhile? Is your service outstanding? If so, you’ll never lack for loyal customers.
Online or offline? Inbox or mailbox?
by Nancy Ruspil, MGC
Which is a better marketing channel – internet or direct mail? Neither. When used separately, each has an effect, but if they’re done in conjunction with each other (and done well) their power is limitless. A simple, impressive print piece will get noticed. After a busy day your customers are home, standing at the kitchen counter or sliding into a favorite chair, and shuffling through the mail. Bills, magazines, more bills . . . and there’s your postcard, emerging like a jewel in the sand. They stop for a minute, and notice it, for any number of reasons. Maybe they like the intriguing design, the clever headline, or the striking photo. Maybe their next thought will be, “Hmm, where IS this company?” Then you can fan those sparks of interest into flames by sending a catchy online piece directly related to that postcard. Customers will respond, and so will your sales figures.
How are you integrating online and offline marketing?
Causes win customers
by Nancy Ruspil, MGC
Add me to the statistics. I’m one of millions of consumers who can be swayed by meaningful cause-related marketing.
Yesterday, for instance. I’m standing in the detergent aisle at the grocery store. The brand I often buy works well, smells good and is reasonably priced. But as I scan the shelves of colorful bottles, my eye lands on the Tide “Loads of Hope” yellow-capped bottle. I’d seen commercials showing how Tide gives a portion of these proceeds to support families affected by natural disasters. Nice, my conscience whispers. I quickly compare prices with my usual brand – almost exactly the same. Nice again. I take the Tide bottle off the shelf and put it in my cart. At that point, my conscience is cheering.
Last week a friend and I were deciding where to meet for dinner. We narrowed it down to two favorite restaurants. Turns out that one of them was donating part of the night’s proceeds to a local youth services agency. We chose that one. Easy decision.
Examples are everywhere. Businesses of all sizes are finding that marketing with a conscience attracts customers and builds brand loyalty. The Lexus Eco Challenge asks teens to create environmental programs to improve land, water, air and climate in their communities. TOMS Shoes donates a pair of shoes to a child in need for every pair sold. In his article, Top Advertisers Add Meaning to Marketing, Jack Neff describes a variety of businesses that are weaving intrinsic value into their marketing – attracting customers, instead of repelling them.
What is your business doing to show support for a meaningful cause or an important value? If you want response and loyalty from customers, do good things for the world – and invite them to be part of those efforts. People like companies that care. It may sound trite, but it’s just the way we are.
Watch this effectively touching Land’s End video produced for their “Big Warm-Up” project. What a way to involve and inspire a customer.
