Media

QR Codes – your destination should not be a dead end

June 26, 2012

According to the most recent statistics, 3 bazillion QR codes are scanned every minute. (Okay, maybe I’m off by a half bazillion but you get the idea) And truth be told… most of the destinations suck.

Come on ad agencies, big brands and web gurus — stop creating QR code campaigns that drive the user into a dead end.

What do I mean by a dead end?  A destination where I get stuck.  I watch your video, look at your desktop site (come on people!) or view your print ad (seriously?) but have no where to go from there.

How do you avoid creating a dead end? Remember that marketing is a series of “next steps” so give me one to take.  Try one of these on for size:

• Invite me to sign up for your e-newsletter
• Give me a chance to win something worthwhile
• Ask my opinion (let me vote, rate or comment)
• Give me the chance to share your destination with my social networks
• Let me request a sample
• Offer me a coupon to download or email to myself
• Make it possible for me to call your store/office
• Let me do some product research
• Entice me to buy something

If you can get me to actually scan your QR code, I must have some interest in what you have to say.  Don’t create a stunted, one-way conversation.  Give me a chance to continue the dialogue.

If we don’t start getting a whole lot smarter about the QR code campaigns we create — we’re going to train people that scanning one leads to a frustrating, unsatisfying experience.  Which means that pretty soon, they’re just going to be more noise.

Stop creating dead ends.  Instead, create a real conversation.

 

More

Find newsletter content in a flash

June 8, 2012

Drew’s note:  Here’s a guest post by Patrick Carver on a relevant topic — how do you create and sustain the creation of an enewsletter.

Don’t you just hate writing newsletters?  We all know the feeling. It’s Saturday afternoon and you realize the company newsletter is due to go out on Monday.  You can feel the blood start to boil when you remember how long it ACTUALLY takes to write all that content.  Don’t you just wish your newsletter would just write itself?

A great option is creating a ‘hybrid’ newsletter using a mix of original and curated content. Curation is a fancy name for finding relevant content (articles, videos, white papers, etc.), qualifying it, and then sharing it with your audience.

Using curated material is a great way to complement your own message and save a lot of time ‘thinking of what to say’.  You can use the outside content as a jumping-off point and establish yourself as a thought leader in your niche at the same time.

The first place to look for free content is through one of the these tools.  Google Reader let’s you add your favorite websites to a list and then view all their most recent posts in one place. A great way to monitor your sites without having to bounce around.  Google Alerts is another free tool that lets you add specific keywords to a list and then will email once a day with relevant links and stories.

There are a handful of social bookmarking sites out there like Delicious, Reddit, and Digg  that will help you find material but these aren’t always terribly useful.  Without a human curation element, there is way too much automated/aggregated content on there to really find what you’re looking for.

One of the best options for finding free content is using a ‘personal newspaper’ service.  The gist is that you add some topics that you’re interested in and then the software produces a personalized digest of the ‘best’ stories on that subject for you.  Some of the more popular products are paper.li , scoop.it , and Flipboard  but there are lots of these sites out there.  AllTop  is a great resource that will list all of the relevant blogs on a topic and display their latest 5 posts.

Now you just have to incorporate all that great content with your newsletter template. People often use an email marketing tool like Constant Contact, MailChimp or InfusionSoft for this. But, if you don’t like messing around with templates, you might consider trying FlashIssue  (it’s Free).

Newsletters can be a lot of work but it’s definitely worth the effort.  Don’t get deterred if your first try doesn’t come out amazing and go viral.  Stick with a core theme but experiment as much possible with different story-lines until you find something that really sticks.  If you can figure out how to speak to your customers in a way that makes them want to listen, you’re on to something big.

Patrick Carver is the Director of Marketing for FlashIssue, the newsletter solution.  You can follow him @FlashIssue or read more of his stuff on the FlashIssue Blog.

Related articles

• Zemanta – A Free Customizable Curation Tool(contentcurationdesktop.com)

  ---

• Info Curation and Aggregation Services, Tools & Apps(speedofcreativity.org)

  ---

More

Where are digital marketing dollars being spent?

April 20, 2012

Wondering where people are expending their efforts (and money) when it comes to digital marketing?

Take a look at this chart — it’s pretty telling. (This chart is part of the 2012 edition of The SoDA Report, from the Society of Digital Agencies.  More on the SoDa Report here.)

As you can see, when marketing decision makers were asked (in the where they were going to focus their attention, in terms of earned and owned media — they had some very definite opinions, with Word of Mouth and Blogger Outreach topping the charts.

Those surveyed said that they were continuing to shift their spending from traditional, expensive tactics toward digital—especially earned media —though it’s rarely a one-to-one exchange. According to the SoDA Report, a dollar or euro lost from TV and print budgets becomes 20 cents of digital.

While only 22% of client marketers are forecasting increases in traditional media spends in 2012, 50% projected an increase in paid digital media and two thirds say they expect to increase earned digital media efforts this year.

How do their answers align with what you’re doing at your place?

 

More

How non-profits can get media coverage for their events

April 18, 2012

I was recently asked how a non profit can get one of one of their local TV stations to run PSAs to promote a fundraising event.

Here’s what I replied:

Most TV stations (and many radio stations as well) DO NOT donate a ton of time to run local PSAs because:

• Although they are bound by law to run a certain number of PSAs, they are not bound to produce any (which is also what the charity wants them to do for them)
• Very few local charities can afford (or bother) to produce a radio or TV PSA
• If a local charity does produce a radio or TV PSA — they do it on the cheap and it looks it, so the stations don’t want to run it because honestly — they’re can be pretty awful
• Every radio and TV station gets a ton of professionally produced PSAs, far beyond what they have to run
• Another downside of running one local charity’s PSA — everyone else demands equal treatment and they simply don’t have the capacity to do it for everyone

So…first things first — local charities need to abandon the PSA idea. The likelihood that they would be successful is not very good and they’d have to put some serious money into the production of a spot to get the media’s attention and even at that — there’s no guarantee.

So — what can they do?

There are several ways to increase the likelihood that the media will provide some exposure for a non-profit event. But NONE of these come with a guarantee. And all of these might get you news exposure. Most likely, none of them will get you ad time.

• Get one of the on air talent to participate in the event – hopefully you’ll get news exposure
• Schedule the event during a slow news time (10 am on weekdays) and (Sunday early afternoons for the weekends)
• Make it very visual, crazy or something people would love to witness (watching people play basketball is not such a thing. Watching people play basketball while riding donkeys — is.) and try to get news time — as opposed to advertising time
• Have someone from the station (reporter, sales person etc.) serve on the event committee (this takes time to cultivate….these people know why they’re being invited) and hope they can be helpful to at least get news coverage

And there are three ways to pretty much guarantee coverage/spots run:

• Partner with someone who advertises on the TV station and ask them to donate a portion of their buy to run spots for the event. Sometimes the station will (after they see their customer’s commitment to it) donate some extra spots.
• Get the TV station on board as your media sponsor. This is incredibly difficult — because everyone asks them. The event has to be truly unique, have a very wide appeal (like Jolly Holiday Lights) and be able to become an annual event of significant size (like the Duck Derby). Every TV station probably has a half dozen of these each. They can’t really take on more than that and give each event what it needs.  (disclosure: McLellan Marketing Group is very proud to have launched both of the mentioned events and negotiated their media partnerships)
• Get a sponsor to buy a certain amount of media time (radio or TV) and ask the station to match or at least provide some bonus spots. (easiest and most likely to happen)

I know it’s discouraging but keep in mind that the media does not exist to give away what they sell.

They’re all incredibly generous to the community — but most communities  simply have too many good causes and too many good charities. They simply can’t support them all.

(I know many of my readers serve on local boards and volunteer a lot of their time…so I hope this is helpful!)

Stock photo courtesy of BigStockPhoto.com

More

Crisis communications – don’t wait to create a plan

February 6, 2012

Does your organization have a crisis communications plan that you could actually put into action at this very moment?

All of the hubub surrounding the Susan G. Komen decision to stop funding Planned Parenthood and then their reversal of that decision following a 72+ hour firestorm of public outrage should have scared the bejesus out of you.

If an organization as large, powerful and well respected as Komen can get into that much hot water — and is that ill-prepared to handle it then what in the world would happen to you if there was an accident on your job site, if your CFO embezzled funds or if made a mistake that cost your client a huge sum of money?

Don’t be so naive to think your organization is immune to a crisis that would put you in the crosshairs of the media and the public.

Odds are you are not well prepared.  You don’t have a real plan.  You aren’t ready to respond.  Can you say, Danger Will Robinson? (a reference for my 40+ crowd)

One of the presentations I am often asked to give at conferences etc. is on this very topic.  I decided to share it with you here so you can liberally steal some ideas that will help you get your organization prepared. (email subscribers — click here)

In the presentation, I outline the 5 key elements to a successful crisis communications plan.

1. Be prepared – you can’t wait until you are in crisis.  News today is spread in seconds, not days.
2. Listen and monitor – be on the look out for trouble before it hits.  Put out the single flame before it becomes an inferno.
3. Be human and humane – everyone makes mistakes.  But you’ll be judged by how you handle the mistake.
4. Over communicate — silence or “no comment” don’t fly.
5. Create community – build supporters and advocates before you need them.

[slideshare id=11418636&doc=crisiscommunications-120204101816-phpapp02]

We’re doing a lot of this sort of planning with clients today.  But most companies will choose not to invest the time and energy, thinking it will never happen to them.

Don’t be that foolish.

More

Don’t dismiss traditional media quite yet

October 26, 2011

We tend to gravitate towards the shiny new object in the marketing world.  Today, we’re a buzz about QR codes, social media and all things digital.  But as you are planning your marketing for 2012 (you’re doing that, right?) don’t dismiss traditional and local options.

According to a survey by the Pew Research Center’s Project for Excellence in Journalism and Internet & American Life Project, Americans turn to a wide range of platforms to get local news and information. Most Americans, including more tech-savvy adults under age 40, also use a blend of both new and traditional sources to get their information.

Where we go for specific local content

Here are some key takeaways from the report:

~ More Americans report watching local TV news than any other source, but they rely on the medium for just a few topics, mainly weather, breaking news, and to a lesser degree, traffic.

~ Younger adults, moreover, rely on local television less, a fact that suggests more vulnerability for the medium in the future.

~ Local newspapers (both the print and online versions, though primarily print) rank first or tie for first as the source people rely on most for 11 of the 16 different kinds of local information asked about, more topics than any other media source. But most of these topics, many of which relate to civic affairs such as government, taxes, etc., are ones followed by fewer Americans on a regular basis.

~ Local TV draws a mass audience largely around a few popular subjects, while local newspapers attract a smaller cohort of citizens but for a wider range of civically oriented subjects.

~ For adults generally, the internet is a main source for information about restaurants and other local businesses, and it is tied with newspapers as a top source for material about housing, jobs and schools, areas that place a special value on consumer input.

~ Among adults under age 40, the web ranks first or ties for first for 12 of the 16 local topics asked about.

~ For adults 40 or older, newspapers are the first preference for local news, TV and the Internet second and third.

~ This move by younger users to rely on the internet for local information puts considerable pressure on traditional news organizations. Even though most have moved aggressively online with ambitious websites and social media strategies, there is evidence in the data that people find specialty websites and search engines a preferable way find the local material they want.

~ Both citizen-based information sources and some very old forms of media remain vital as well. Print newsletters, online listservs, and old-fashioned word of mouth are important means by which people learn in particular about community events and local schools.

~ The majority of American adults use at least three different types of media every week to get news and information about their local community, and 15% rely on at least six different kinds of media weekly.

How does all of that mesh with your plans for 2012 and your understanding of how your audience uses media?

To read the full report, visit Pew’s site.

 

 

More

How to use Facebook ads

October 12, 2011

 

Facebook advertising best practices

For many businesses, advertising on the social network Facebook has proven to be a very successful model.  Facebook’s model is to be pretty rigid in terms of what you can and can’t do on your ad.  They’re all the same size and shape.  The format for all ads is exactly the same.  There are specific character counts for both the headline and the body copy.

So you have to work pretty hard to capture someone’s attention, considering all the sameness. The ads are inexpensive but that doesn’t mean it’s easy to do them well.  If you’re going to invest the money, be sure you consider these suggestions.

Start with the end in mind: Like any marketing, you should set your goals up front.  How will you define and measure success?  Know what niche you’re targeting and what you want them to do.

Decide – click or view: You can pay for Facebook ads in one of two ways.  You can either pay for impressions or for clicks.  If you’re just looking for awareness, impressions may make more sense.  If you want to drive people to another website or a specific product’s landing page, then clicks will work better.  (Do the math to double check your choice)

Already be there: Ideally, you would couple your Facebook advertising with a robust Facebook fan page.  You should also change the standard URL that Facebook assigns your page to a custom URL.  You can do this for free once you have 25 likes for the page.

Visuals: Facebook allows you one photo per ad.  The maximum size your photo can be is 110 pixels wide by 80 pixels tall.  You’re much better off to pre-size your photo yourself, rather than have Facebook do it for you.

You want to have a picture that pops off the screen and that’s tough at 110 pixels.  Be sure you choose a photo that is dramatic and isn’t too busy.  You’ll get bonus views if your image is unusual, very local (if that’s your target)  or even something shocking or impossible.

Hit the target: One of the biggest benefits offered by Facebook ads is the ability to hyper target your ads.  You can target by geography (down to a specific city), by gender, age, education, and even marital status.  Beyond that, you can also target your ads by keywords.  You can be so specific that, for example, the only people who see your ads are married women who live in Colorado Springs, are between 25 and 33 and love both black and white photography, horses and iPads.

What this means is there is very little waste.  You can pinpoint exactly who matters. You can also narrow the field too much. Be sure to think through those decisions carefully.

Less is more: You only have 135 characters for your body copy so choose every word with great care.  Don’t waste any words on giving them contact information (they’re going to click on the ad if they want to reach you) or details that aren’t critical to getting them to take that next step and click.  Like in all advertising – asking a question can be a very compelling way to get someone’s attention.

Testing 1-2-3: One of the best things about Facebook ads are all the analytics they provide at no charge.  You can track and test your ads over and over again until you’ve reached the pinnacle of effectiveness.  Run multiple ads in a campaign and see how they perform against one another.  Watch for ads that start to slow down.  Change something simple like the headline or image to see if the ad’s activity picks back up.

Facebook ads can be a potent tool in your marketing arsenal so make the most of them by following these suggestions.

If you’ve used FB ads — what was your best secret?

More

Mix your media for best results

October 3, 2011

This is not a new notion but when you’re buying/using media — use more than one vehicle and when possible, blend how the information is ingested.  In other words, I see/hear your TV spot (or YouTube video), so add in a print element or something online that I can read.  Access more of the audiences’ senses for more impact.

Having a media mix is very old school but it’s as relevant today as it was back in Ogilvy‘s day.  Add that age old wisdom to today’s new truth — 75% of Americans (and I find it hard to believe we’re the only ones) watch TV and surf the web at the same time.

All the more reason to have a media blend in play.

A new study by Nielsen reinforces this idea and reminds us that this impacts recall as well.  (link to Business Insider story) They found that advertising on multiple platforms substantially increases consumers’ ability to remember an ad campaign compared to when the ad is viewed on TV alone.

Nielsen findings support the idea of having a media blend or mix.

In a media lab study conducted by Nielsen, participants viewed related content across a TV, computer, smartphone and tablet. A 15-second video ad promoting a premium sports sedan was shown to different groups with some people seeing no ads, and others seeing the ad on different combinations of screens.

In the group that was exposed to TV ads alone, 50 percent of people correctly attributed the ad to the correct auto brand. For groups that saw the ad across all screens – TV, computer, smartphone and tablet – the ability to remember the brand jumped dramatically to nearly three-in-four (74%).

What does this mean for you and me?  It means we need to be smart about how we utilize media.  Follow these guidelines to take advantage of these insights:

Mix your media: Be sure you are cross promoting your message by having a URL in your print and broadcast ads.   Share your radio and TV spots on your website.  Use QR codes to drive your mobile audience to unique content designed for the mobile experience.

Use the strengths of each media/human sense to really drive your core messages.

Don’t think it’s all about the money: Keep in mind your Facebook fan page, your website/blog, Twitter, etc. as you build your media plan.  Work on placing trade pub stories (online or in print) and getting others to share your content.

In today’s world — keep in mind that isn’t just about paid media.  This is media you buy (advertising), own (your own sites) and earn (public relations) combined.

Deliver the same core messages on all media: Don’t get cute and have different messages for different media.  The execution may change — but your core message should be consistent across the board.

Remember, you are building impressions so stay 110% consistent.

Interesting isn’t it?  The more newness there is, the more the time tested foundational truths about advertising ring true.

How has all of this new media changed your philosophy?

 

 

 

 

More

Mercedes uses visual storytelling

October 2, 2011

Mercedes Benz released this print ad series earlier this year and as it often goes, it is just starting to get some viral buzz.

It’s a great example of story telling and connecting with your customers.  It’s a visual version of the Mac versus PC TV spots that we all loved.

Interestingly, the copy on all three ads is the same.  I’m curious — what do you think of the series and what do you think they were trying to accomplish with the campaign?

I’m trying to decide…. are these ads more about Mercedes drivers or the brand?  What say you?

Mercedes Benz Left and Right Brain ad #1

Mercedes Benz Left and Right Brain ad #2

Mercedes Benz Left and Right Brain ad #3

More

Why Facebook matters to every business

September 21, 2011

 

Why Facebook matters to every business

 

I’ve heard all the reasons, especially from B2B companies…but the “our customers aren’t on Facebook” excuse is just that, an excuse.

We buy radio stations and send direct mail hoping to hit some of our target audience.  Why do we look at Facebook so differently?

With statistics (thanks to HubSpot for sharing this slide) like these… every business owner and marketing director should be figuring out how to leverage the Facebook crowd.

I’m not saying you need a fan page.  Or have to do a contest or create a game.  I’m saying you’d better understand what happens there.  You’d better be monitoring what is being said about your company there.

You need to decide HOW to be there.  But you can’t ignore it simply because you have a preconceived idea of who hangs out there.

Odds are… it’s your customers.  And they hang out there a lot.

 

More