By: Justin Jackson, Experian Marketing Services
Three of the top 10 most visited sites on the web today are social networking sites; Myspace, Facebook and Bebo. Still in the top 15 is LinkedIn, the largest professional networking site on the web today. The numbers are staggering, Facebook has over 50 million members and 40 million pages views a month and is valued in the Top 10 of internet companies in the US. More than half of Facebook's members use the site every day, averaging almost 20 minutes per day. With the influx on user provided content, this area of marketing intelligence is unparalleled.
But can marketers make it work? Companies are being formed to put a hammer to this nail. Applications will be created as marketers continue to salivate over the wealth of knowledge contributed to these website by avid users. The Non Profit and Political arenas appear to have the most interest. By using email addresses companies are understanding the social footprint of a member/customer within the many social networks. This footprint can identify friends or it can find power users, with many friends or on many networks. Are these people likely to influence purchases? With viral marketing it is more than likely. Attaching value to these users may be more challenging, however, being cutting edge hasn't ever been the cheapest option. Other functions include a sweep of the web to see social web based activity and branding efforts.
The key in using a network and acquiring information is to make it friendly and appealing for users. "Applications" on social and professional networks are exceeding advertisements and pop ups in effectiveness. Applications allow the users to get free technology for their site to increase the overall experience. On social networks these may include a sports team fan club app. On professional networks the "recommendations" app. Both increase the interaction of members and provide value to marketers. Getting the latest sports affinity is a challenge for all leagues. Getting the latest insights on a business professional is a great asset for a placement company. While mobile messaging is making a greater push and the web continues to advance beyond the direct media channel, the marketing intelligence required to succeed becomes more important. Getting experience in these channels will help marketers find answers.
Tuesday, March 23, 2010
Thursday, March 18, 2010
Ensuring a Viable Postal Service for America
From: Joe's Blog / Quad Graphics (http://www.qg.com/joesblog.asp)
Those of us that attended the USPS briefing last Tuesday were encouraged that the Postal Service was finally laying out their plans for the future. Given their fragile financial position and the rapidly changing environment in the way that content is being delivered to consumers, many of us were expecting to hear something innovative and far-reaching. Instead we heard more of the same. I'm not going to go through all the issues that were discussed. Instead I'll focus on those big-ticket items that will impact Quad and our customers to the greatest extent.
We were told that Congress needs to allow the USPS to manage their business without interference as it relates to their ability to close and/or consolidate postal facilities. I, along with my colleagues, have stated this numerous times in the past. So we agree with the Postal Service.
We were told that Congress needs to correct the required prefunding payments for retiree healthcare that has crippled the Postal Service over the last few years. Agreed, and many in the mailing industry along with their associations are actively lobbying for that to happen.
We were told that the USPS must be allowed to reduce mail delivery to 5 days as soon as possible. In this case, the majority of the mailing industry (Quad included) is not so quick to agree. At this time we neither support nor oppose the idea. We just want to ensure that the Postal Service is considering all businesses and the impact on mail as an effective method of delivering content before making what equates to a major change in processing and delivery. And we also want to be convinced of the actual net savings (minus loss of business - current and potential).
We were told that the USPS must be successful in negotiating the next contracts with the labor unions. I'm not sure what the USPS considers successful, but I would hope that it is in line with what the mailing industry is expecting. However the agreements are structured, they must reduce labor costs to something less than the 80% of all costs that it has represented for as long as anyone can remember.
We were told that if the aforementioned actions were not successful, the only way to manage the finances would be through pricing and new products. In very simple terms, that means that mailers will be asked (or should I say forced) to pay higher postal prices to prop up all the other stakeholders. The Postmaster General made it very clear that this process will start with an exigent price increase in early 2011 (assume January)...unavoidable it was called. I also call it potentially illegal since the exigency clause in the law (PAEA - Postal Accountability and Enhancement Act of 2006) was meant to apply to real emergencies....read: catastrophic events like Hurricane Katrina and the anthrax attack. Remember that in an exigent filing, the Postal Regulatory Commission has the authority to change the numbers which could result in increases much different from what the USPS proposes.
It was also announced that the Postal Service will start correcting cost coverage issues for classes of mail that aren't covering their costs (i.e., Periodicals, Standard Mail Flats, Media & Library Mail and Nonprofits). Again, in simple terms that means even greater price increases for those classes/categories of mail. Those of us that follow these mind-numbing details are well aware that there is an argument to make about the USPS' costing methodology. We also know that many times the Postal Service will process mail in a way that serves them well at a particular time, not necessarily processing mail as we are lead to believe to be the most efficient manner. A prime example would be moving carrier route presorted flats to automated processing because volumes are low. That is the prerogative of the USPS, but it should not be counted against flats as an extra cost. Correct the costing problem before penalizing mailers.
My message on what to do:
1) It's all about lobbying Congress for adjustments to the payment schedule for retiree healthcare and allowing the USPS to close and/or consolidate postal facilities where it makes good business sense.
2) I wouldn't recommend lobbying for 5-day delivery, but if you feel that you can adjust your business to fit a 5-day environment without too much pain, make that known to your Congressional reps. Otherwise stay neutral on that issue for now (neither support or oppose). We'll understand this a lot better after we see the USPS filing with the Postal Regulatory Commission later this month.
3) You should also be communicating to the USPS that we don't believe their costing methodology to be accurate, and therefore mailers (Nonprofits and Flats in particular) should not be penalized until that is reconciled.
4) And, finally, we should be challenging the legality of an exigent price increase resulting from the poor economy.
One of the disturbing comments made was that "no one was at fault" for the problems the Postal Service was experiencing. Maybe that was because there is enough blame to go around for everyone involved. In any event, somebody needs to be accountable. I'll let you decide who that should be.
All documents related to the briefing (background and presentations) can be found on the USPS website: http://www.usps.com/strategicplanning/futurepostalservice.htm.
Those of us that attended the USPS briefing last Tuesday were encouraged that the Postal Service was finally laying out their plans for the future. Given their fragile financial position and the rapidly changing environment in the way that content is being delivered to consumers, many of us were expecting to hear something innovative and far-reaching. Instead we heard more of the same. I'm not going to go through all the issues that were discussed. Instead I'll focus on those big-ticket items that will impact Quad and our customers to the greatest extent.
We were told that Congress needs to allow the USPS to manage their business without interference as it relates to their ability to close and/or consolidate postal facilities. I, along with my colleagues, have stated this numerous times in the past. So we agree with the Postal Service.
We were told that Congress needs to correct the required prefunding payments for retiree healthcare that has crippled the Postal Service over the last few years. Agreed, and many in the mailing industry along with their associations are actively lobbying for that to happen.
We were told that the USPS must be allowed to reduce mail delivery to 5 days as soon as possible. In this case, the majority of the mailing industry (Quad included) is not so quick to agree. At this time we neither support nor oppose the idea. We just want to ensure that the Postal Service is considering all businesses and the impact on mail as an effective method of delivering content before making what equates to a major change in processing and delivery. And we also want to be convinced of the actual net savings (minus loss of business - current and potential).
We were told that the USPS must be successful in negotiating the next contracts with the labor unions. I'm not sure what the USPS considers successful, but I would hope that it is in line with what the mailing industry is expecting. However the agreements are structured, they must reduce labor costs to something less than the 80% of all costs that it has represented for as long as anyone can remember.
We were told that if the aforementioned actions were not successful, the only way to manage the finances would be through pricing and new products. In very simple terms, that means that mailers will be asked (or should I say forced) to pay higher postal prices to prop up all the other stakeholders. The Postmaster General made it very clear that this process will start with an exigent price increase in early 2011 (assume January)...unavoidable it was called. I also call it potentially illegal since the exigency clause in the law (PAEA - Postal Accountability and Enhancement Act of 2006) was meant to apply to real emergencies....read: catastrophic events like Hurricane Katrina and the anthrax attack. Remember that in an exigent filing, the Postal Regulatory Commission has the authority to change the numbers which could result in increases much different from what the USPS proposes.
It was also announced that the Postal Service will start correcting cost coverage issues for classes of mail that aren't covering their costs (i.e., Periodicals, Standard Mail Flats, Media & Library Mail and Nonprofits). Again, in simple terms that means even greater price increases for those classes/categories of mail. Those of us that follow these mind-numbing details are well aware that there is an argument to make about the USPS' costing methodology. We also know that many times the Postal Service will process mail in a way that serves them well at a particular time, not necessarily processing mail as we are lead to believe to be the most efficient manner. A prime example would be moving carrier route presorted flats to automated processing because volumes are low. That is the prerogative of the USPS, but it should not be counted against flats as an extra cost. Correct the costing problem before penalizing mailers.
My message on what to do:
1) It's all about lobbying Congress for adjustments to the payment schedule for retiree healthcare and allowing the USPS to close and/or consolidate postal facilities where it makes good business sense.
2) I wouldn't recommend lobbying for 5-day delivery, but if you feel that you can adjust your business to fit a 5-day environment without too much pain, make that known to your Congressional reps. Otherwise stay neutral on that issue for now (neither support or oppose). We'll understand this a lot better after we see the USPS filing with the Postal Regulatory Commission later this month.
3) You should also be communicating to the USPS that we don't believe their costing methodology to be accurate, and therefore mailers (Nonprofits and Flats in particular) should not be penalized until that is reconciled.
4) And, finally, we should be challenging the legality of an exigent price increase resulting from the poor economy.
One of the disturbing comments made was that "no one was at fault" for the problems the Postal Service was experiencing. Maybe that was because there is enough blame to go around for everyone involved. In any event, somebody needs to be accountable. I'll let you decide who that should be.
All documents related to the briefing (background and presentations) can be found on the USPS website: http://www.usps.com/strategicplanning/futurepostalservice.htm.
Thursday, March 11, 2010
Tips for E-commerce Managers
By: Jasmine Sandler, Agent-cy
In my ten years of experience providing strategy and overall online marketing assistance to firms from small businesses to Fortune 100’s , I have come to realize e-commerce managers of small and mid-sized businesses (whether brick and mortar with an online storefront or a pure-play with an e-retail model) face very similar challenges:
•Online sales goals do not fit in with overall company marketing plan
•Lack of a structured online marketing plan with clear and defined goal
•Lack of personnel resources to manage online marketing programs
•Lack of dedicated media and marketing budgets to utilize effective channels
•Unknown or negative brand perception amongst target audience
In this article, I have outlined some simple, yet effective tips on how to begin to resolve these issues so that e-commerce managers can realize better results in their online marketing programs. A balanced program can help to drive the following results: increased online brand awareness, online audience development, and conversion.
Challenge #1: Online sales goals do not fit in with overall company marketing plan.
Recommendation:
Because Sales is a function of Marketing, the two disciplines must be in agreement as far as goals, efforts and resources are concerned. In the online world, the off-line model doesn’t exactly apply -- there are no clear real estate costs, shelf prices, POP prices and in-store promotions don’t work the same. Further, the online audience is much more fickle than the local customer. The web represents both a marketing channel for off-line acquisition as well as a sales point. Before pursuing any channel execution, internal marketing and online sales groups must work together to define clear online goals, timelines and action plans. In short, there should be a page in every business marketing plan dedicated to the website, and that page needs to be reinforced with a dedicated budget and clear goals such that this area is a tactical piece of an overall strategic plan.
Challenge #2: Lack of a structured online marketing plan with clear and defined goals.
Recommendation:
Prior to investing in any online marketing channels--whether in media or in resources--it is essential to spend time developing a plan with defined goals (traffic, sales, ROI, etc.). As part of the plan, it is wise to do real research and further, analysis of your industry, competitors and target audience(s) to determine opportunities and threats. Only after research and analysis in complete should a plan for success be built. Agent-cy has delivered online marketing plans for most of its clients, including www.citylightscruises.com, www.BestMoviesByFarr.com and www.ShopDI.com, and as a result, these firms have been able to drive real awareness and acquire new customers in a cost-effective manner.
Challenge #3: Lack of personnel resources to manage online marketing programs.
Recommendation:
Once an online retailer has a well-defined Online Marketing plan and supported action plan (tactics), each element of that plan should be assigned to a responsible person or group. If the firm does not have the budget for a full-time staff person, an agency can be very useful in developing and managing such programs as Search Engine Marketing, Affiliate Marketing, Online PR, Media Buying and Planning, Web site enhancement and growth and E-commerce technology development.
Without defined resources, an e-commerce manager may become overburdened with too many responsibilities. As a result, all programs do not receive all the attention and modifications they need and most fail.
Challenge #4: Lack of dedicated media and marketing budgets to utilize effective channels.
Recommendation:
Investing in web marketing is not a one-time expense. Similar to traditional channels (Print, TV, Radio, etc.); a dedicated budget for one-time and ongoing expenses related to new online marketing programs is necessary. This will help to ensure that a small to mid-size business will be able to capitalize on online acquisition opportunities.
As an example, Pay Per Click Search Marketing can be a very effective tool for driving immediate sales amongst ready buyers if done correctly. However, this medium has become a very saturated marketplace for some industries, which has results in increased CPC costs. An e-commerce manager in markets such as Mortgage, Electronics, etc would be wise to have an optimized budget for his/her PPC campaigns during high-season periods.
In general, it is smart to make room for line items in your expenses for such necessary marketing work as:
•Paid Search Media
•Search Engine Optimization Program Development and Management
•Online PR Program Development and Management, including writing, pitching and placement
•Affiliate Marketing Program Development and Management
•Creative development (i.e. E-mail marketing, corporate web site, micro site, affiliate banners, viral marketing or promotional online campaigns and associated landing pages, etc.)
•Technology development (i.e. widgets, integration of systems, html implementation, web analysis and reporting, development and/or implementation of CMS, inventory systems, etc.)
•Media Planning and Buying
•Blog Writing and Development
•Development and Management of Online Partners in Blogs, Sites and Social Networks
•Re-production of branded items for distribution
•Content distribution and syndication
Not all of the above apply to every situation. However, the list is a good overview of items to be aware of in terms of web marketing investment. There are reasons behind every item on the list. However, your best bet is to first have an (online marketing) expert analyze and recommend around your specific needs. If, for example, you have a low budget, offering a revenue share from online product sales can encourage a person or agency to manage your Affiliate Marketing or Search Campaigns.
In determining your ROI for any or all of these components, it is important for each expense item to have an associated marketing goal and that that goal be measured ongoing to reveal effectiveness.
Challenge #5 Unknown or negative brand perception amongst target audience.
Recommendation:
Especially with an e-commerce site, products themselves only drive a specific buyer’s interest. Therefore, an excellent way for e-retailers to differentiate themselves is to become a resident expert in their industry area.
One of Agent-cy’s clients is Diamonds International, a leading fine jewelry retailer with over 100 stores worldwide and an e-commerce site at www.ShopDI.com. In working with this client, who is the leader of Tanzanite jewelry in the Caribbean and owns Tanzanite International (www.tanzaniteinternational.biz), we have been effective in driving awareness around the company’s expertise and sale of Tanzanite jewelry. As a result, we have had success in the release and distribution of an article to national newspapers and online fashion sites. You can view the article at http://www.shopdi.com/Press-Releases/ab/abpress18.cfm. And by continuously adding new content regarding tanzanite jewelry to Diamond International’s monthly newsletter, and by reaching out to design school, fashion magazine and fashion websites on topics related to bridal jewelry, jewelry design and gemstone authenticity, we continue to showcase Diamond International’s status as gemology experts.
“When it comes to purchasing a high value product, especially online, consumers tend to feel more confident to purchase from a retailer who is an expert in that product line. Agent-cy has been instrumental in getting the word out that we are the authority in tanzanite jewelry.”
Isaac Klugmann, vice president of e-commerce for Diamonds International
Concluding, to transform and grow their businesses online, e-commerce managers need to first understand online opportunities and challenges; then plan for realistic online sales goals that are in alignment with business marketing strategies; and, finally, invest in media and experienced personnel as applicable. To improve brand awareness and grow a viral audience, e-commerce managers need to develop their businesses as product category experts so that an effective Online PR program can be developed and delivered. In this way, a small or mid-size business can be perceived by online customers as a category leader.
In my ten years of experience providing strategy and overall online marketing assistance to firms from small businesses to Fortune 100’s , I have come to realize e-commerce managers of small and mid-sized businesses (whether brick and mortar with an online storefront or a pure-play with an e-retail model) face very similar challenges:
•Online sales goals do not fit in with overall company marketing plan
•Lack of a structured online marketing plan with clear and defined goal
•Lack of personnel resources to manage online marketing programs
•Lack of dedicated media and marketing budgets to utilize effective channels
•Unknown or negative brand perception amongst target audience
In this article, I have outlined some simple, yet effective tips on how to begin to resolve these issues so that e-commerce managers can realize better results in their online marketing programs. A balanced program can help to drive the following results: increased online brand awareness, online audience development, and conversion.
Challenge #1: Online sales goals do not fit in with overall company marketing plan.
Recommendation:
Because Sales is a function of Marketing, the two disciplines must be in agreement as far as goals, efforts and resources are concerned. In the online world, the off-line model doesn’t exactly apply -- there are no clear real estate costs, shelf prices, POP prices and in-store promotions don’t work the same. Further, the online audience is much more fickle than the local customer. The web represents both a marketing channel for off-line acquisition as well as a sales point. Before pursuing any channel execution, internal marketing and online sales groups must work together to define clear online goals, timelines and action plans. In short, there should be a page in every business marketing plan dedicated to the website, and that page needs to be reinforced with a dedicated budget and clear goals such that this area is a tactical piece of an overall strategic plan.
Challenge #2: Lack of a structured online marketing plan with clear and defined goals.
Recommendation:
Prior to investing in any online marketing channels--whether in media or in resources--it is essential to spend time developing a plan with defined goals (traffic, sales, ROI, etc.). As part of the plan, it is wise to do real research and further, analysis of your industry, competitors and target audience(s) to determine opportunities and threats. Only after research and analysis in complete should a plan for success be built. Agent-cy has delivered online marketing plans for most of its clients, including www.citylightscruises.com, www.BestMoviesByFarr.com and www.ShopDI.com, and as a result, these firms have been able to drive real awareness and acquire new customers in a cost-effective manner.
Challenge #3: Lack of personnel resources to manage online marketing programs.
Recommendation:
Once an online retailer has a well-defined Online Marketing plan and supported action plan (tactics), each element of that plan should be assigned to a responsible person or group. If the firm does not have the budget for a full-time staff person, an agency can be very useful in developing and managing such programs as Search Engine Marketing, Affiliate Marketing, Online PR, Media Buying and Planning, Web site enhancement and growth and E-commerce technology development.
Without defined resources, an e-commerce manager may become overburdened with too many responsibilities. As a result, all programs do not receive all the attention and modifications they need and most fail.
Challenge #4: Lack of dedicated media and marketing budgets to utilize effective channels.
Recommendation:
Investing in web marketing is not a one-time expense. Similar to traditional channels (Print, TV, Radio, etc.); a dedicated budget for one-time and ongoing expenses related to new online marketing programs is necessary. This will help to ensure that a small to mid-size business will be able to capitalize on online acquisition opportunities.
As an example, Pay Per Click Search Marketing can be a very effective tool for driving immediate sales amongst ready buyers if done correctly. However, this medium has become a very saturated marketplace for some industries, which has results in increased CPC costs. An e-commerce manager in markets such as Mortgage, Electronics, etc would be wise to have an optimized budget for his/her PPC campaigns during high-season periods.
In general, it is smart to make room for line items in your expenses for such necessary marketing work as:
•Paid Search Media
•Search Engine Optimization Program Development and Management
•Online PR Program Development and Management, including writing, pitching and placement
•Affiliate Marketing Program Development and Management
•Creative development (i.e. E-mail marketing, corporate web site, micro site, affiliate banners, viral marketing or promotional online campaigns and associated landing pages, etc.)
•Technology development (i.e. widgets, integration of systems, html implementation, web analysis and reporting, development and/or implementation of CMS, inventory systems, etc.)
•Media Planning and Buying
•Blog Writing and Development
•Development and Management of Online Partners in Blogs, Sites and Social Networks
•Re-production of branded items for distribution
•Content distribution and syndication
Not all of the above apply to every situation. However, the list is a good overview of items to be aware of in terms of web marketing investment. There are reasons behind every item on the list. However, your best bet is to first have an (online marketing) expert analyze and recommend around your specific needs. If, for example, you have a low budget, offering a revenue share from online product sales can encourage a person or agency to manage your Affiliate Marketing or Search Campaigns.
In determining your ROI for any or all of these components, it is important for each expense item to have an associated marketing goal and that that goal be measured ongoing to reveal effectiveness.
Challenge #5 Unknown or negative brand perception amongst target audience.
Recommendation:
Especially with an e-commerce site, products themselves only drive a specific buyer’s interest. Therefore, an excellent way for e-retailers to differentiate themselves is to become a resident expert in their industry area.
One of Agent-cy’s clients is Diamonds International, a leading fine jewelry retailer with over 100 stores worldwide and an e-commerce site at www.ShopDI.com. In working with this client, who is the leader of Tanzanite jewelry in the Caribbean and owns Tanzanite International (www.tanzaniteinternational.biz), we have been effective in driving awareness around the company’s expertise and sale of Tanzanite jewelry. As a result, we have had success in the release and distribution of an article to national newspapers and online fashion sites. You can view the article at http://www.shopdi.com/Press-Releases/ab/abpress18.cfm. And by continuously adding new content regarding tanzanite jewelry to Diamond International’s monthly newsletter, and by reaching out to design school, fashion magazine and fashion websites on topics related to bridal jewelry, jewelry design and gemstone authenticity, we continue to showcase Diamond International’s status as gemology experts.
“When it comes to purchasing a high value product, especially online, consumers tend to feel more confident to purchase from a retailer who is an expert in that product line. Agent-cy has been instrumental in getting the word out that we are the authority in tanzanite jewelry.”
Isaac Klugmann, vice president of e-commerce for Diamonds International
Concluding, to transform and grow their businesses online, e-commerce managers need to first understand online opportunities and challenges; then plan for realistic online sales goals that are in alignment with business marketing strategies; and, finally, invest in media and experienced personnel as applicable. To improve brand awareness and grow a viral audience, e-commerce managers need to develop their businesses as product category experts so that an effective Online PR program can be developed and delivered. In this way, a small or mid-size business can be perceived by online customers as a category leader.
Tuesday, March 9, 2010
What Marketers Can Learn from Miles Davis
By: Mike Gospe, KickStart Alliance
I’m listening to Miles Davis’ Kind of Blue and pondering one of life’s deep questions: what defines great jazz? We all know great jazz when we hear it. But why exactly is his music so good while jazz performed by so many other jazz musicians just doesn’t quite measure up? The simple answer for me is this: it’s his bands’ ability to listen to each other and the spaces between the notes.
Great jazz groups are great not only because each musician is an expert with their own instrument. That goes without saying. Their greatness is defined by their ability to play as a group. They know how to listen to each other as well as the music they collectively create. They know how to lock in a structured rhythmic cadence with piano, drums, and bass, and yet have it feel as comfortable as a favorite sweater – all this while a trumpet or sax caresses the melody and brings the notes and phrases to life. They know when to speed up the tempo, and when to turn down the volume. And when it comes to soloing, they know never to play over each other because that would destroy the tune. Too many notes played at once create chaos and confuses the ear. Instead, they take turns highlighting the uniqueness of each instrument. Listening and adjusting for the greater good of the tune is what it’s all about. The star may be Miles, but do you think he discounts the value Bill Evans brings on piano? No way. It’s a partnership all the way.
The same goes for understanding what makes great integrated marketing campaigns. The marketing functions are the instruments, with each function played by an expert. But the campaign is the tune.
Consider a new product launch campaign that seeks to capture attention and build momentum leading up to a product introduction event. To begin, a cadence is set where “thought leadership” webinars, executive presentations, and refreshed website content set the mood, just like a piano, drums, and bass trio. As the product introduction date approaches, momentum builds with direct marketing and social media commentary added to the mix, just like a trumpet sounding the notes of a mesmerizing melody. Then, with rising anticipation, a press announcement and customer event punctuate the timeline just like a euphoric saxophone solo played by John Coltrane.
Don’t confuse the campaign as being a singular product launch event. It’s much more than that. The campaign is a rhythm that unfolds with each marketing vehicle being highlighted at the right time, all with a single purpose of adding value to the campaign song. For me, this lesson hit home when I joined a jazz combo group. It’s easy to play with a group and sound crappy - just let your ego take control. As a musician, when you let your ego take control you forget how to listen. Playing like Miles takes the guts to check your ego at the door, and the discipline to truly listen to each other. That’s the secret.
My prescription for success: take time out of your busy week to listen to your favorite jazz tune. Listen for the spaces between the notes. And enjoy!
I’m listening to Miles Davis’ Kind of Blue and pondering one of life’s deep questions: what defines great jazz? We all know great jazz when we hear it. But why exactly is his music so good while jazz performed by so many other jazz musicians just doesn’t quite measure up? The simple answer for me is this: it’s his bands’ ability to listen to each other and the spaces between the notes.
Great jazz groups are great not only because each musician is an expert with their own instrument. That goes without saying. Their greatness is defined by their ability to play as a group. They know how to listen to each other as well as the music they collectively create. They know how to lock in a structured rhythmic cadence with piano, drums, and bass, and yet have it feel as comfortable as a favorite sweater – all this while a trumpet or sax caresses the melody and brings the notes and phrases to life. They know when to speed up the tempo, and when to turn down the volume. And when it comes to soloing, they know never to play over each other because that would destroy the tune. Too many notes played at once create chaos and confuses the ear. Instead, they take turns highlighting the uniqueness of each instrument. Listening and adjusting for the greater good of the tune is what it’s all about. The star may be Miles, but do you think he discounts the value Bill Evans brings on piano? No way. It’s a partnership all the way.
The same goes for understanding what makes great integrated marketing campaigns. The marketing functions are the instruments, with each function played by an expert. But the campaign is the tune.
Consider a new product launch campaign that seeks to capture attention and build momentum leading up to a product introduction event. To begin, a cadence is set where “thought leadership” webinars, executive presentations, and refreshed website content set the mood, just like a piano, drums, and bass trio. As the product introduction date approaches, momentum builds with direct marketing and social media commentary added to the mix, just like a trumpet sounding the notes of a mesmerizing melody. Then, with rising anticipation, a press announcement and customer event punctuate the timeline just like a euphoric saxophone solo played by John Coltrane.
Don’t confuse the campaign as being a singular product launch event. It’s much more than that. The campaign is a rhythm that unfolds with each marketing vehicle being highlighted at the right time, all with a single purpose of adding value to the campaign song. For me, this lesson hit home when I joined a jazz combo group. It’s easy to play with a group and sound crappy - just let your ego take control. As a musician, when you let your ego take control you forget how to listen. Playing like Miles takes the guts to check your ego at the door, and the discipline to truly listen to each other. That’s the secret.
My prescription for success: take time out of your busy week to listen to your favorite jazz tune. Listen for the spaces between the notes. And enjoy!
Monday, March 1, 2010
Why Customer Testimonials Still Are The Best Ads
By: Colleen Davis
Somebody asked me if I could consider myself a marketing expert. Absolutely not, I replied. But if expertise is all about familiarity, then just about everybody would qualify. Now, imagine a situation where your customers make their own ads. This idea has lately been toyed around. Is it effective? Let us take examples of what could be thought as ‘people’s marketing’ and see for ourselves whether this strategy is effective or just another marketing gimmick in itself.
Mercedes-Benz solicited snapshots of its proud owners in their ultimate driving machines and ran these ads.
KFC announced a contest asking its customers to develop commercials for the chicken chain and then ran the winning spot nationwide during prime time.
The magazine Look-Look is made up entirely of contributions by amateur artists and only accepts advertising from sponsors, such as Virgin Mobile and Pepsi, who are willing to let members of that same contributor base design their ads.
YouTube has gained immense popularity judging from the number of contributions from its followers.
These ad-making contests are clearly geared toward people who are trying to break into the marketing business. What can be seen as a pure marketing gimmick is actually a clever design to engage loyal customers by allowing them to dabble with creating and defining their brands.
What benefit can be derived from this? Having something that you are responsible for gives that heady feeling and importance to your target market. In fact, making them feel responsible for your ad can give them the importance and value that they would definitely appreciate for many years to come.
A CEO of an advertising giant even published a book about where people’s marketing is heading. The book proposes that the best brands are owned by the people who love them. The goal is to have everybody selling their own experience as consumers.
Another popular burger chain has done the same thing exceptionally well by developing a "secret menu" designed via customer suggestions. These offers are not on the official menu mind you, but are on full color postcards at its outlets. The accommodation helps create a kind of insider club, letting its members think about and discuss the brand in their own unique, unfiltered way.
Whether these strategies especially when it comes to creating the excellent postcard printing pieces for example, are effective or not, you be the judge. Although I reckon that customer testimonials still are the best ads ever in the marketing industry.
Somebody asked me if I could consider myself a marketing expert. Absolutely not, I replied. But if expertise is all about familiarity, then just about everybody would qualify. Now, imagine a situation where your customers make their own ads. This idea has lately been toyed around. Is it effective? Let us take examples of what could be thought as ‘people’s marketing’ and see for ourselves whether this strategy is effective or just another marketing gimmick in itself.
Mercedes-Benz solicited snapshots of its proud owners in their ultimate driving machines and ran these ads.
KFC announced a contest asking its customers to develop commercials for the chicken chain and then ran the winning spot nationwide during prime time.
The magazine Look-Look is made up entirely of contributions by amateur artists and only accepts advertising from sponsors, such as Virgin Mobile and Pepsi, who are willing to let members of that same contributor base design their ads.
YouTube has gained immense popularity judging from the number of contributions from its followers.
These ad-making contests are clearly geared toward people who are trying to break into the marketing business. What can be seen as a pure marketing gimmick is actually a clever design to engage loyal customers by allowing them to dabble with creating and defining their brands.
What benefit can be derived from this? Having something that you are responsible for gives that heady feeling and importance to your target market. In fact, making them feel responsible for your ad can give them the importance and value that they would definitely appreciate for many years to come.
A CEO of an advertising giant even published a book about where people’s marketing is heading. The book proposes that the best brands are owned by the people who love them. The goal is to have everybody selling their own experience as consumers.
Another popular burger chain has done the same thing exceptionally well by developing a "secret menu" designed via customer suggestions. These offers are not on the official menu mind you, but are on full color postcards at its outlets. The accommodation helps create a kind of insider club, letting its members think about and discuss the brand in their own unique, unfiltered way.
Whether these strategies especially when it comes to creating the excellent postcard printing pieces for example, are effective or not, you be the judge. Although I reckon that customer testimonials still are the best ads ever in the marketing industry.
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