Trends

How/why we buy: Social commerce infographic

December 7, 2011

One of the best decisions I made as a college student was to get a Psych minor.  It certainly helps me be smarter when it comes to marketing, business ownership and life in general.  Besides, people fascinate me and I like understanding how they tick.

That’s probably why this infographic caught my attention.  It focused on the psychology behind how/why we buy and how social interactions influence those buying decisions.

Throughout the infographic, you’ll find little nuggets called psychological reasoning like “we have an innate desire to repay favors in order to maintain social fairness whether those favors were invited or not.”

Check this out… and then tell me which insight will be most helpful to you.

Thanks to Stephania Andrade from TabJuice for making sure I didn’t miss this one.  If you’d like to share it with others, here’s the link to the original post.

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How did your Black Friday behavior compare?

November 27, 2011

Check out this infographic (from mashwork.com) on what was expected this Black Friday.

How did your behavior and choices compare?

Most of these predictions were compiled using Twitter conversations from September through November 17th of this year.  Makes you wonder what marketing intelligence you might gain with a few targeted Twitter searches.

black friday infographic 2 resized 600

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The iPad case that keeps me organized

October 28, 2011

The removable divider on this awesome iPad case

As you know, I am all about how spectacular the iPad is for business use.

It can literally replace your laptop computer without you skipping a beat.  I love to use it in meetings — to take notes, to hop on the internet if that’s helpful to the conversation or to demo or to review creative with a client.

The iPad has been awesome from the get go. But I’ve struggled with finding a way to transport it.

I couldn’t find a case that allowed me to stay organized.  My messenger bag (which I use for my laptop) was too big but just carrying the iPad loose wasn’t cutting it either.

So when my friend Mike Colwell (from here in Des Moines) said he had designed one specifically for business people — I was more than ready to try it.

You can go to the website (www.CaseSimple.com) to read about how it’s made in Chicago, the material and how it super protects your iPad etc.  What I want to show you is the element that makes this a must own tool for me.

There’s this removable center insert that is made from a very rigid material but covered in a soft fabric.  On the divider are a series of pockets made from a very tight elastic so everything stays put snugly.  I love that I can take it out of the case itself to re-pack the contents.

For me, this means I can literally head out to a meeting with just this case.  Inside, I can put my iPhone, some pens, business cards, my car keys, a jump drive in case clients want to give me some digital files, ear buds and my moleskin if I need to quickly draw something out.  My point is — it’s all self contained.

I know this is going to sound a little crazy — but this case has changed how I go to meetings.  I feel more organized and I’ve got everything I need to conduct business.  It’s also awesome on a plane (fits right into the pocket in front of your seat) with boarding passes etc. added to the mix.

There’s plenty of room if you use some sort of cover for your iPad too.  I use the ZAGGmate Aluminum case with a bluetooth keyboard (which I love!) and it fits just fine.

You know I don’t usually promote products — but this case, I really want you to know about this case.  It makes owning and using your iPad for business the cat’s meow.  (Yes…the cat’s meow.)

Note:  Mike did give me my case for free.  He didn’t ask me to write about it.  I just want you to know.

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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.

 

 

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Your customers are afraid to spend

August 23, 2011

…Customers are afraid of the coming tides

Building a sandcastle (with our without the pre-form buckets) is a childhood ritual that brings with it a sobering life lesson.

Unless you are uber cautious about location — the tide is going to come in and wipe out that sandcastle sooner or later.  And if the tide doesn’t get it, beach walkers, dogs or 4 wheelers will do the job.

Young or old, there’s something haunting about watching the waves creep up on your masterpiece, knowing you can’t alter its fate.

I think that’s exactly how our customers are feeling today.  They’re leery of investing too deeply or buying into new long-term programs because they have this nagging fear that the waves are heading back in.

The world economy’s continuing struggle, the US debt ceiling debacle and credit rating slap on the wrist and in general, a sense that it’s tougher to make a buck these days does not bode well for us as marketers.

How do we function in an environment of nervous trepidation?

Acknowledge it: Don’t hide from it.  Don’t pretend it isn’t there.  Be up front about it.  Recognize that your sales cycles are going to be longer.  Build your projections accordingly.  The only way to weather the storm is to be well prepared for it.

Make the most of it: If your customers are less likely to sign long term agreements or are going to want to stretch out their payments — price accordingly.   Create a new, shorter term choice but price it at a premium.  That’s not taking advantage — that’s upselling.

Don’t cut your prices: This is one of the biggest mistakes business people make during tough economic times.  It may make short term sense but it’s a killer long term.  If you reduce your prices — you will never be able to raise them back to where they belong again.

Manage your costs by managing your customers: Not all customers are created equal.  Customers who are not a good fit, demand too much of your time and don’t reward you with their dollars in equal measure are actually draining your company’s resources. Perhaps it’s time to fire some of them?

Re-think your business model: It may be that how/what you’ve sold in the past simply isn’t going to work in 2011 and beyond.  Just because you want to sell it doesn’t mean there’s still a market for it.  Or maybe it needs to be re-packaged or re-tooled.  If you were starting a new business from scratch in your industry — what would it look like?  Should you move in that direction?

You can’t work in marketing or own a business for very long without running into shifts in the economy.  And we’re not going to love every shift.  So you have to be willing and ready to adapt.

How are you/have you accommodated this current economic climate?

 

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Content marketing playbook

August 22, 2011

...get a playbook to help you create content that matters

The idea of creating content to establish your expertise, influence the search engines and create a community has been an evolution of one of the oldest marketing tactics out there — sampling.

If I share with you what I know and you learn from it, value it, want more — then in theory, you’ll eventually move from the sample table to the real deal and hire me to give you the full benefit of my expertise.

In the good old days, we might have done that through demonstrations, speaking at conferences or printed newsletters.  (All still viable methods, by the way).

But today — we have lots of new avenues, thanks to digital media and our ability to produce and publish content in a much wider variety of ways.

Every year or so, the Content Marketing Institute (brainchild of Joe Pulizzi) puts out a very informative ebook that outlines some of the best and most effective ways to create content that will connect you with customers.

The best thing about this ebook is that it’s loaded with examples that you can study, learn from and of course, adapt to work in your marketplace.

The 2011 version is out and you can download it absolutely free by clicking right here.

 

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Are Smart Phone cameras your new marketing partner?

August 18, 2011

 

Are you leveraging your clients’ technology?

The smart phone is literally changing our world, bit by bit.  It’s changing how we accomplish everyday tasks, how we get our work done and how we communicate with/to the world.

Let me give you an example.

Fact:  Mobile devices have replaced cameras for 44% of consumers

How does that impact your business?  Every day, the majority of your customers are walking around with a camera in their pocket.   How have you adjusted your marketing/thinking to take advantage of that?

Odds are, your answer is… I haven’t.  Begin by asking yourself these questions:

Can I integrate photography/photos into my core offerings?

Example:  EBay has now added the functionality of being able to scan a bar code and click a photo (all with a smart phone) and with two quick uploads, your sales listing is complete.

Is there something you could add (customers text you photos of their car accident from the scene, clients inventory stock for their quarterly financials with some photos, etc.) to how you support clients that their phones could make easier, faster, cheaper?

Do my policies need to be updated?

Example:  It used to be that bridal shops wouldn’t let you bring a camera into their store, for fear you’d steal the design and run home and make it yourself.  Now… anyone can snap photos in the dressing room without lugging in a camera.

Maybe the bridal shops should have you text them photos (from magazines or wherever) of dresses you like so they can pull similar dresses for you to try on, when you arrive at their store?

Do you have policies and procedures that smart phones make obsolete or worse — silly?

How can I get my best customers to share photos that tie to my work?

Example:  There’s a production studio here in my community that in the good old days, used to snap poloroids of the people in studio and then display them all over their walls.  Today’s modern version of that should be — they grab a quick digital shot on their phone… and upload it to their Facebook fan page, tagging the people in the photo.

Now… not only will their fans see the pictures, but so will the Facebook network of each person in the photo.  How can you leverage your customers’ love for sharing, their smart phone and their network?

What other questions, in terms of the smart phone’s ability to capture photos, should we be asking ourselves?

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Beverage start up counts on QR codes

June 23, 2011

Will we start to see QR codes on pkg goods?

Starts ups are tough…especially consumer goods start ups.  In the crowded energy drink space, you have to be pretty innovative to push beyond getting someone’s attention and converting that to a purchase.

So HYDRIVE Energy, the maker of upstart HYDRIVE Enhanced Water Energy Drinks, decided to try something different.  On two of their products  – decaf and extra strength, they’ve added a QR code.

When scanned, the QR codes take consumers to a mobile site offering a constantly changing array of wacky fitness trivia, contests, free prizes and product information.

They worked with a group of digital marketing students at Harvard Business School to create a QR code strategy for the brand. One of the things that makes this campaign unique is that when you scan the code, you’re delivered to the site which delivers fresh and varied content each time.

By offering different content with each scan, they’ve replicated the “under-the-cap” promotional experience often used in traditional soft drink marketing but in a digital way.   According to HYDRIVE’s director of marketing, their goal is to create a more interactive and intimate relationship with our product.

The HYDRIVE QR site features four sections; a changing daily trivia fact or a free prize; a monthly sweepstakes; a link to product information; and a link to Facebook. The social media component is an important strategic initiative for HYDRIVE as they continue to build it out.

You can check it out by finding the nearest location to buy a HYDRIVE Energy here or just click here to go right to the site.

What do you think — good use of QR codes?

Related articles

• Creating smart QR Codes (mclellanmarketing.com)
• QR becomes currency in the Netherlands (arhg.net)
• Dynamic Uses for Quick Response Codes (davidkorpel.wordpress.com)
• Tips on Using QR Codes for Your Small Business (postnetlakemill.wordpress.com)

Note:  The folks at HYDRIVE sent me a couple bottles so I could try the QR codes.

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How does a seasonal business sell year round?

May 26, 2011

A guest post by Isabella York

 

 

Within most any business, there is a peak and a slow season. The truth is that there are times when a customer wants to buy all of our stock, and a time when we just want to move units out of our storage space. When seasons and trends come to pass, so does the flow of customers.

If you have a business that is expected to make the lion’s share of sales over two months of every year, it is a constant marketing strategy game, getting creative with concepts and ways to use your products, and coming up with methods to stimulate profit for the whole year.

Here are a few things we need to note to keep our seasonal business thriving all year round:

Plan ahead: Kevin Fraley of Printworks talked to the Wells Fargo Business Insights Series about planning months, even years, in advance when it comes to business. Anticipation of the inflow of income during the season highs and the strategy to keep moving units in the slow seasons will ensure that the business stays active year round. Like the Boy Scouts, preparation in a seasonal business is the key to success.

Slash prices in the off season in a creative way: Offer a sale they can’t refuse, and make it interesting. Off season sales at unexpected times, like Christmas in July, when people are craving the chill and comfort of the holiday season, or Halloween costumes to celebrate an iconic horror movie’s redistribution in a digitally re-mastered version, are consistently popular and strike a happy image in the customer’s mind. Use popular television shows, movies or albums to tie in your stock, and hear the cash register ringing all year long

Manage your online reputation: These days, the easiest, fastest and cheapest way to market your company is to do it online. Create, manage and take care of your online reputation for an easy way to connect to the customer on a 24/7 basis. Create a fan page on Facebook and offer deals and steals on the page; connect with past and potential customers while on the site. Check online review sites and offer explanations to customer complaints on these review sites, as most of them give the merchant the option to do so.

Offer your business in a new light: Michael Jones of Chicago’s In Bloom Floral & Events knew his summer was going to be a hard one due to the seasonality of his flower shop, so he created another way of getting his customers inside his store during the off peak season. He opened up an art gallery in his store space, creating more interest in his other offerings by getting people inside to see his items. He drew them in using art, and showcased his flowers as well.

Ride the highs and the lows of your seasonal business by working the unexpected, and planning ahead. Creativity with a lot of planning will get you ahead, and thriving year round, all the whilekeeping your business in tune with the trends.

Isabella York has been in the business world her entire life.  Having seen business cycles ebb and flow, she knows a thing or two about developing strategies for changing demands, however her job with a purveyor of Artificial Christmas Trees and Christmas Trees has catapulted this skill set to a new level.

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The mobile revolution is coming. Are you ready?

May 9, 2011

Consider these mobile facts:

• By 2013 — 50%of web traffic will come from mobile devices.
• 91% of mobile users consume social media on their mobile device.
• The US population is approx. 306 million. 69 million of those people have smart phones today.

I’ve mentioned before that by 2020, the #1 way we will access the web is through our smartphones.  That’s only 9 years away.  Is your business getting ready for the mobile revolution?

Check out this video on the smartphone consumer and the mobile movement.  Notice how their behaviors are already radically changing and we’re in the infancy of this trend.

Are you poo pooing this because you’re a B2B company?  Better think again.  Check out this free PDF from my brilliant pal Christina Kerley — filled with case studies, video links and more — all showing you how mobile is affecting B2B.

Remember how the web changed the way you did business, marketed your business and in some ways — literally changed who your customers were?  Mobile is going to do the same thing.  If you’re prepared.

I’m curious — what are you doing to get ready?

 

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