Can asking a question in an ad increase sales?
Yes.
Do you want to know the secret to constructing a well-built, hard-working, money-sucking question?
Rule #1 Never give the reader time to think about the answer. Just point him to where he/she can find the answer CLICK HERE NOW ITS FREE
And kudos to Barry A. Densa and the gang at MarketingProfs.com
Tuesday, November 18, 2008
Social Media in Times of Economic Reflection: If you don't use it, you could lose it (potential sales)
Below excerpt from an Oct 13 WSJ online article with tips on how to market in ever-more challenging times.
Personally speaking, the first sentence i.e. "hottest trend on the web is social media" is an observation that's been made thousands of times over the past several years...but the fact of the matter is that social networking has always been the most impactful form of advertising/marketing. Six degrees of separation goes a long way...
Perfect example: A marketing staffer at Hachette Publication was assigned the task to surf social networking sites, starting with LinkedIn, as part of a campaign to promote a new novel from David Baldacci. She necessarily searched profiles of members that included "favorite authors", and it so happens that my LinkedIn profile included several of my favs, including David Baldacci.
Since my phone and email address are displayed on my profile, this lovely gal phoned me up, introduced herself, and solicited my mailing address so that she could send a FREE copy of Baldacci's latest book. A week later, a lovely package arrived from Hachette, well before the book becomes available in book stores.
Its a good one too!(a continuation of the Camel Club/Oliver Stone series). Hachette is out the cost of a hardcover book, plus postage.
In return, they've earned my continued loyalty to the author, my new-found appreciation for Hachette, and unbeknown to the marketing department, this posting in the blogosphere--which will presumably be read by the many hundreds of fans that tune in to my latest musings, and since many of them are like-minded, at least several will be inspired to buy Baldacci's book at Barnes and Noble.. Long live Social Media
TAP INTO SOCIAL MEDIA
The hottest trend on the Web is social media -- services that allow people to connect with friends, family and colleagues, as well as interact with people around common interests. Social sites could prove crucial to marketers around holiday time, since shoppers often turn to people they know for help with making gift decisions.
"People trust people like themselves more than they trust experts," says Greg Verdino, chief strategy officer at Crayon LLC, a social-media marketing consultancy based in Westport, Conn. "It would be advantageous to have these folks telling your story."
Among the most important social sites for small companies are those where consumers post reviews of local businesses, such as Citysearch and Yelp. Matt McGee, director of strategic search at KeyRelevance, a search-marketing agency based in Dallas, recommends that businesses find ways to address poor reviews as well as encourage their loyal customers to write positive reviews. Companies might do this when they send emails to customers to confirm completed orders or in follow-up notes a few weeks later.
A strong presence on review sites "encourages other shoppers to become customers, it's good word-of-mouth marketing and can have long-term impact in the search engines, which often award better rankings to well-reviewed businesses," Mr. McGee says.
Personally speaking, the first sentence i.e. "hottest trend on the web is social media" is an observation that's been made thousands of times over the past several years...but the fact of the matter is that social networking has always been the most impactful form of advertising/marketing. Six degrees of separation goes a long way...
Perfect example: A marketing staffer at Hachette Publication was assigned the task to surf social networking sites, starting with LinkedIn, as part of a campaign to promote a new novel from David Baldacci. She necessarily searched profiles of members that included "favorite authors", and it so happens that my LinkedIn profile included several of my favs, including David Baldacci.
Since my phone and email address are displayed on my profile, this lovely gal phoned me up, introduced herself, and solicited my mailing address so that she could send a FREE copy of Baldacci's latest book. A week later, a lovely package arrived from Hachette, well before the book becomes available in book stores.
Its a good one too!(a continuation of the Camel Club/Oliver Stone series). Hachette is out the cost of a hardcover book, plus postage.
In return, they've earned my continued loyalty to the author, my new-found appreciation for Hachette, and unbeknown to the marketing department, this posting in the blogosphere--which will presumably be read by the many hundreds of fans that tune in to my latest musings, and since many of them are like-minded, at least several will be inspired to buy Baldacci's book at Barnes and Noble.. Long live Social Media
TAP INTO SOCIAL MEDIA
The hottest trend on the Web is social media -- services that allow people to connect with friends, family and colleagues, as well as interact with people around common interests. Social sites could prove crucial to marketers around holiday time, since shoppers often turn to people they know for help with making gift decisions.
"People trust people like themselves more than they trust experts," says Greg Verdino, chief strategy officer at Crayon LLC, a social-media marketing consultancy based in Westport, Conn. "It would be advantageous to have these folks telling your story."
Among the most important social sites for small companies are those where consumers post reviews of local businesses, such as Citysearch and Yelp. Matt McGee, director of strategic search at KeyRelevance, a search-marketing agency based in Dallas, recommends that businesses find ways to address poor reviews as well as encourage their loyal customers to write positive reviews. Companies might do this when they send emails to customers to confirm completed orders or in follow-up notes a few weeks later.
A strong presence on review sites "encourages other shoppers to become customers, it's good word-of-mouth marketing and can have long-term impact in the search engines, which often award better rankings to well-reviewed businesses," Mr. McGee says.
Monday, November 17, 2008
Jerry Yang Set to Step Down as Yahoo CEO ; SEC puts Cuban into the Penalty Box
Although there's no need to link the media stories blanketing the two headline stories, rule of thumb suggests that its good protocol insofar as ensuring that this blog's comments get noticed.
1. In all due respect, and without intending to be rude or discourteous, Jerry Yang was pulling on his wang when he thought that his return to the CEO office would help resuscitate Yahoo!'s business model. Even Carl Icahn figured out that Yang didn't have the gravitas that was needed in the current environment.
His notice of resignation should be seen as a bright spot to anyone that is actually in the position to take over the company. Given the current financing challenges, this will be remembered as one of the great "take unders" of the new economy.
2. Mark Cuban is one of the brashest, most opinionated remnants of the Internet Bubble Age. He's also one of the smartest, savviest entrepreneurs of this generation, as well as the prior generation--and perhaps the next generation. Unlike many that minted millions building net-cenric platforms and cashing out with big bucks, Cuban has a well-documented track record for plowing his money back into well thought out businesses.
OK. He's brash, and he's been tagged with more fines by the NBA than a combination of outspoken coaches and push the envelope players. He calls them as he sees them.
Our opinion is that the SEC's charges, alleging purported five year old insider trades made by Cuban five years are not only trumped, but begets a more important question: "What is the SEC doing investing its time and valuable resources in pusuing outdated actions against a basketball team owner, when they would seemingly have more important things to pursue?
OK. He's a deep pocket. And, he might be in a position to write a check for a few tens of millions that can otherwise help Uncle Sam pay for the hundreds of billions that Sam and Henry have allocated to bailing out banks and Wall Sreet firms.
But why aren't those SEC guys spending their time going after the hundreds of millions of dollars that bigger targets walked away with????
Enough said.
1. In all due respect, and without intending to be rude or discourteous, Jerry Yang was pulling on his wang when he thought that his return to the CEO office would help resuscitate Yahoo!'s business model. Even Carl Icahn figured out that Yang didn't have the gravitas that was needed in the current environment.
His notice of resignation should be seen as a bright spot to anyone that is actually in the position to take over the company. Given the current financing challenges, this will be remembered as one of the great "take unders" of the new economy.
2. Mark Cuban is one of the brashest, most opinionated remnants of the Internet Bubble Age. He's also one of the smartest, savviest entrepreneurs of this generation, as well as the prior generation--and perhaps the next generation. Unlike many that minted millions building net-cenric platforms and cashing out with big bucks, Cuban has a well-documented track record for plowing his money back into well thought out businesses.
OK. He's brash, and he's been tagged with more fines by the NBA than a combination of outspoken coaches and push the envelope players. He calls them as he sees them.
Our opinion is that the SEC's charges, alleging purported five year old insider trades made by Cuban five years are not only trumped, but begets a more important question: "What is the SEC doing investing its time and valuable resources in pusuing outdated actions against a basketball team owner, when they would seemingly have more important things to pursue?
OK. He's a deep pocket. And, he might be in a position to write a check for a few tens of millions that can otherwise help Uncle Sam pay for the hundreds of billions that Sam and Henry have allocated to bailing out banks and Wall Sreet firms.
But why aren't those SEC guys spending their time going after the hundreds of millions of dollars that bigger targets walked away with????
Enough said.
Thursday, November 13, 2008
Google Says: Video Chat is Next
We pat ourselves on the back for prescient pontificating--if you look back several weeks ago, we shouted out that interactive, live video broadcast applications, including pay-per-view platforms will be the next 'big thing' for those in the talking head industry.
Lo and behold, Google's top guns just announced they too share the wisdom, and that Goog will be launching a platform allowing people to video chat between themselves. Although AOL and MSN have supported this application for a long time (just plug in a web cam and a microphone, and you're there), its nice to see that Goog's senior product management team "gets it". (That said, we had shouted out to Goog 4 years ago that adwords needs to support demographic zoning and targeting of ads, it took them another 2 1/2 years to introduce it..)
Here's a quote:
"..people love being able to watch something exactly as it happened," wrote Google product manager Serge Lachapelle.
"And as webcams have become popular, more and more of us are realizing that video is the next best thing to an in-person conversation."
Lo and behold, Google's top guns just announced they too share the wisdom, and that Goog will be launching a platform allowing people to video chat between themselves. Although AOL and MSN have supported this application for a long time (just plug in a web cam and a microphone, and you're there), its nice to see that Goog's senior product management team "gets it". (That said, we had shouted out to Goog 4 years ago that adwords needs to support demographic zoning and targeting of ads, it took them another 2 1/2 years to introduce it..)
Here's a quote:
"..people love being able to watch something exactly as it happened," wrote Google product manager Serge Lachapelle.
"And as webcams have become popular, more and more of us are realizing that video is the next best thing to an in-person conversation."
Tuesday, November 11, 2008
Marketing Communications: Hiring Manager's Role in the new age of Economic Reflection
We typically comment on the importance of branding vis a vie consistently integrating marketing communication strategies so as to extend across the entire enterprise-including IR and PR initiatives. In this new era of economic reflection, where the importance of preserving brand integrity must necessarily include the role of HR managers, and their respective campaigns.
We all know that tens of thousands of workers, including white collar, are being displaced, creating anxiety and frustration for everyone involved. Notwithstanding the fact that there's a lot more firing than hiring taking place, companies are hiring new employees, either to replace those that have retired (or let go because of performance issues), and/or those that are expanding specific departments. According to claims made by TheLadders.com, a website that advertises 100k+ jobs, HR managers and headhunters are purportedly trying to fill thousands of white collar jobs, even in this climate.
If you are hiring, you'd want to make sure that your HR staff, and the respective hiring manager is particularly sensitive to the import of how they communicate with candidates, in particular, the follow up process.
Here's an example of a company that apparently overlooked this basic element, at least according to the senior executive that shared his experience with us:
Company A, a financial industry company that publishes research and ratings, advertised a senior executive business development opening via an industry social networking site. Stan Smith (a pseudonym for the purpose of this posting), employed at another firm, noticed the opportunity on the business networking site. Believing this would be an opportune time to investigate a new opportunity, Stan submitted his CV to the HR director that had posted the opening. Within two days, Company A's HR director phoned Stan and invited him to interview for the job.
After traveling 2 hours to meet with both the HR Manager and the actual hiring exec, Stan was given the impression that his background was uniquely suited, and based on references provided, further enhanced by the fact that he and the hiring exec shared mutual acquaintances within the Industry, the hiring exec indicated that he was indeed an impressive candidate. The hiring exec informed Stan that while they were on a fast track to hire someone, they'd contact Stan within the week to update him on the status of the search. In accordance with professional protocol, Stan followed up his meeting(s) two days later with separate thank you notes to both of the execs he met with.
After another week had passed, and Stan had not received an acknowledgment to either of his notes, he did what any sales professional should be expected to do--he phoned the hiring exec to follow up, and after being directed to the hiring managers voice mail, he left a polite message to ensure that his original email had in fact been received. A subliminal yet not so subliminal strategy, but one that most professionals would agree is deserving of a response, especially when the candidate had taken the time to meet with the hiring manager at the managers request.
He also phoned the HR manager, and upon receiving that individuals voice message system, he left a similar message i.e. making sure that his follow up note had been received.
After ten days had transpired, Stan had still not received any acknowledgment from either of the people that he had met with. Lets easily guess that Stan was actually not the candidate of choice, and that Company A had since decided to hire someone else.
That said, Stan, while accepting that he apparently wasn't the top candidate, was less than accepting of the fact that Company A, which prides itself on the integrity of its products/services, had seemingly 'dissed' him by failing to provide a professional follow-up, advising him they had selected another candidate, and to thank him for taking the time to meet.
That's a big oversight on the part of Company A., however many candidates they might have interviewed, especially when considering the senior level job. Stan, having many associates within the Industry, and more than a few of which that are customers of Company A, is an influencer, even if he is also looking for a job. Influencers, especially those with large networks within an otherwise small industry, can influence the perception of the brand amongst peers, as well as those involved in purchasing and partnership opportunities. A
And, as the saying goes, what goes around comes around. A saying that HR managers and hiring execs will be well advised to reflect upon.
We all know that tens of thousands of workers, including white collar, are being displaced, creating anxiety and frustration for everyone involved. Notwithstanding the fact that there's a lot more firing than hiring taking place, companies are hiring new employees, either to replace those that have retired (or let go because of performance issues), and/or those that are expanding specific departments. According to claims made by TheLadders.com, a website that advertises 100k+ jobs, HR managers and headhunters are purportedly trying to fill thousands of white collar jobs, even in this climate.
If you are hiring, you'd want to make sure that your HR staff, and the respective hiring manager is particularly sensitive to the import of how they communicate with candidates, in particular, the follow up process.
Here's an example of a company that apparently overlooked this basic element, at least according to the senior executive that shared his experience with us:
Company A, a financial industry company that publishes research and ratings, advertised a senior executive business development opening via an industry social networking site. Stan Smith (a pseudonym for the purpose of this posting), employed at another firm, noticed the opportunity on the business networking site. Believing this would be an opportune time to investigate a new opportunity, Stan submitted his CV to the HR director that had posted the opening. Within two days, Company A's HR director phoned Stan and invited him to interview for the job.
After traveling 2 hours to meet with both the HR Manager and the actual hiring exec, Stan was given the impression that his background was uniquely suited, and based on references provided, further enhanced by the fact that he and the hiring exec shared mutual acquaintances within the Industry, the hiring exec indicated that he was indeed an impressive candidate. The hiring exec informed Stan that while they were on a fast track to hire someone, they'd contact Stan within the week to update him on the status of the search. In accordance with professional protocol, Stan followed up his meeting(s) two days later with separate thank you notes to both of the execs he met with.
After another week had passed, and Stan had not received an acknowledgment to either of his notes, he did what any sales professional should be expected to do--he phoned the hiring exec to follow up, and after being directed to the hiring managers voice mail, he left a polite message to ensure that his original email had in fact been received. A subliminal yet not so subliminal strategy, but one that most professionals would agree is deserving of a response, especially when the candidate had taken the time to meet with the hiring manager at the managers request.
He also phoned the HR manager, and upon receiving that individuals voice message system, he left a similar message i.e. making sure that his follow up note had been received.
After ten days had transpired, Stan had still not received any acknowledgment from either of the people that he had met with. Lets easily guess that Stan was actually not the candidate of choice, and that Company A had since decided to hire someone else.
That said, Stan, while accepting that he apparently wasn't the top candidate, was less than accepting of the fact that Company A, which prides itself on the integrity of its products/services, had seemingly 'dissed' him by failing to provide a professional follow-up, advising him they had selected another candidate, and to thank him for taking the time to meet.
That's a big oversight on the part of Company A., however many candidates they might have interviewed, especially when considering the senior level job. Stan, having many associates within the Industry, and more than a few of which that are customers of Company A, is an influencer, even if he is also looking for a job. Influencers, especially those with large networks within an otherwise small industry, can influence the perception of the brand amongst peers, as well as those involved in purchasing and partnership opportunities. A
And, as the saying goes, what goes around comes around. A saying that HR managers and hiring execs will be well advised to reflect upon.
Sunday, November 09, 2008
Marketing Yourself & How To Get Arrested
For those searching for marketing strategies in challenging times, we tripped over an insightful paperback written by Michael Wallach, a long-time Hollywood talent agent whose book "How To Get Arrested" is actually great and uniquely relevant for anyone that could use a reminder about the basics of marketing.
Yes-its geared towards aspiring actors, but as the prologue underscores, the insight and observations cover topics and tactics that transcend across all boundaries.
Easy reading, very pragmatic, and the type of book that deserves a mention by Oprah!
Yes-its geared towards aspiring actors, but as the prologue underscores, the insight and observations cover topics and tactics that transcend across all boundaries.
Easy reading, very pragmatic, and the type of book that deserves a mention by Oprah!
Friday, November 07, 2008
Company Blogs Learn to Shoot First
This Wednesday's NY Times Business section included an insightful story profiling corporations that do get it, don't get it, or get it wrong when it comes to embracing the power of blogs.
Just more than a year ago, in the Sept 17, 2007 posting on this very blog, we advocated that blogs are/should be/will be an integral part of a corporation's IR, PR, and HR strategies. Lo and behold, we were ahead of our time; and this week's NY Times article focused on how important it is for companies to proactively put their arms around blogs, especially in connection with workforce downsizing. Its all about perception management...and before a disgruntled employee fires salvos at a company on the internet--it doesn't take a rock scientist (not the ones that built quantitative trading models) to understand the importance of being in front of a problem with a well-thought out messaging strategy to cushion the blows of the headwinds that are knocking employees down on their backsides.
Just more than a year ago, in the Sept 17, 2007 posting on this very blog, we advocated that blogs are/should be/will be an integral part of a corporation's IR, PR, and HR strategies. Lo and behold, we were ahead of our time; and this week's NY Times article focused on how important it is for companies to proactively put their arms around blogs, especially in connection with workforce downsizing. Its all about perception management...and before a disgruntled employee fires salvos at a company on the internet--it doesn't take a rock scientist (not the ones that built quantitative trading models) to understand the importance of being in front of a problem with a well-thought out messaging strategy to cushion the blows of the headwinds that are knocking employees down on their backsides.
Wednesday, October 29, 2008
New Age Advertising for the Investment Brokerage Industry
We can all use some uplift...and parody style advertising is about to go from SNL to MSNBC...here's a sneak preview.
and Guys-not sure you want to show this to your wife..
Thursday, October 23, 2008
Point of Presence and Targeted Advertising in times of Economic Reflection
We'll be the first to coin a great new phrase that can be used in connection with the current economic environment..its not a recession, its a period of economic reflection.
With that, we give a hats off to an in-store advertising approach that retailers, consumers and manufacturers are embracing. POP advertising has been evolving for years,and without listing the multitude of in-store strategies that have been used over the years, an enhancement developed by Catalina Marketing is proving to be a solid, next generation approach.
Profiled by David Kesmodel in today's WSJ Media and Markets section-Catalina's latest approach is database driven and personalized. After a shopper makes a purchase at her local supermarket and her store loyalty card is processed, the cashier hands over the paper receipt, along with another slip that includes discount offerings on products that map to the shoppers buying habits and product choices. One major brand manufacturer (Stouffer's) has found this strategy is delivering 10x higher response rates than any other in-store program.
Wow!
With that, we give a hats off to an in-store advertising approach that retailers, consumers and manufacturers are embracing. POP advertising has been evolving for years,and without listing the multitude of in-store strategies that have been used over the years, an enhancement developed by Catalina Marketing is proving to be a solid, next generation approach.
Profiled by David Kesmodel in today's WSJ Media and Markets section-Catalina's latest approach is database driven and personalized. After a shopper makes a purchase at her local supermarket and her store loyalty card is processed, the cashier hands over the paper receipt, along with another slip that includes discount offerings on products that map to the shoppers buying habits and product choices. One major brand manufacturer (Stouffer's) has found this strategy is delivering 10x higher response rates than any other in-store program.
Wow!
Recession? Depression? Lets Call it Reflection.
In the course of Fed Chairman Ben Bernake being barbequed at an appearance before a congressional hearing last week, one US Senator, like many others, demonstrated a complete lack of understanding i.e. economics when challenging Bernake to tell Congress whether he thought the US was in a 'recession', and if not, whether the US was headed towards a recession. In this widely-covered media event, the question was posed in an exasperated tone, as if the state of economy was his fault. Merely illustrating that many elected politicians are merely qualified to cast blame on to others in front of TV cameras.
Ask 100 economists what the definition of recession is, and you'll likely get 101 different answers. The common text book definition is 2 consecutive periods of declining growth in GDP; and lets not even talk about the definition of 'economic depression'.
Ask Joe the Plumber, Dave the Dentist, Harry the Hair Cutter, Bob the Builder, Sam the Salesman, Melanie the Mom, Barbara the Banker, Alan the Accountant, Bill the Bartender, or Patrick the Priest--we're in an economic recession.
The fact that the country's most famous hockey mom (Sarah Palin) is shopping at Neiman Marcus and spending $150,000 for a wardrobe for her and her family might suggest things really aren't so bad--or perhaps its the right approach--shopping for clothes is a patriotic thing to do in economic down times,as it boosts GDP. And $150k, in this environment might be insignificant, but every little bit helps.
How long, how deep and how painful this "recession" becomes is easy to predict--just buy yourself a crystal ball.
That said--Jay Berkman, a savvy marketing guy from Westport, CT's JLC Group suggests that "its all in the presentation", and proposes that we all adopt a new, refreshing phrase--"economic reflection" . Its soft, non-invasive, and touches all of the right positive-thinking buttons. Using this phrase, as opposed to the negative, fear-driven adjectives that marketers too often try to exploit in the course of positioning their products in times of financial stress can encourage consumers, buyers and anyone else reaching for their wallet to contemplate the value proposition of the underlying product.
We agree--and thank Jay for offering up that tag line for free use by any brand marketer, leader, or anyone else that wants to present themselves as a thoughtful, forward looking positioner.
Ask 100 economists what the definition of recession is, and you'll likely get 101 different answers. The common text book definition is 2 consecutive periods of declining growth in GDP; and lets not even talk about the definition of 'economic depression'.
Ask Joe the Plumber, Dave the Dentist, Harry the Hair Cutter, Bob the Builder, Sam the Salesman, Melanie the Mom, Barbara the Banker, Alan the Accountant, Bill the Bartender, or Patrick the Priest--we're in an economic recession.
The fact that the country's most famous hockey mom (Sarah Palin) is shopping at Neiman Marcus and spending $150,000 for a wardrobe for her and her family might suggest things really aren't so bad--or perhaps its the right approach--shopping for clothes is a patriotic thing to do in economic down times,as it boosts GDP. And $150k, in this environment might be insignificant, but every little bit helps.
How long, how deep and how painful this "recession" becomes is easy to predict--just buy yourself a crystal ball.
That said--Jay Berkman, a savvy marketing guy from Westport, CT's JLC Group suggests that "its all in the presentation", and proposes that we all adopt a new, refreshing phrase--"economic reflection" . Its soft, non-invasive, and touches all of the right positive-thinking buttons. Using this phrase, as opposed to the negative, fear-driven adjectives that marketers too often try to exploit in the course of positioning their products in times of financial stress can encourage consumers, buyers and anyone else reaching for their wallet to contemplate the value proposition of the underlying product.
We agree--and thank Jay for offering up that tag line for free use by any brand marketer, leader, or anyone else that wants to present themselves as a thoughtful, forward looking positioner.
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