Tag Archives: advertising

Detox from bad marketing habits

Posted by: | April 4, 2013 | Best Practices, Creativity, Direct marketing

pencils targetOne of the worst things companies can do is the status quo: doing just enough to get by but not going the extra mile while promoting their organizations. The bare minimum won’t cut it anymore. Your customers have other choices and your competitors are going after them. Are you missing out on potential opportunities?

Don’t let your marketing plan continue in a rut. Old habits are hard to break, but you can do it in small steps. Don’t try to change everything at once – you’ll overwhelm yourself and go back to your old ways.

Do any of these bad habits sound familiar?

The status quo

Many of us feel compelled to continue on the road most traveled and are comfortable doing what everyone else has done. But what if you decided to break away from the pack and venture into uncharted territory? Would you stand out? The answer is yes.

First, you have to have a strong backing – financially and organizationally – for your initiatives to work. Commit to your cause and fight for it. Going outside the norm entails some risk, but the benefits can be huge. Assess whether your return outweighs the risk.

Relying on emails           

Too many times, companies rely solely on generic email campaigns rather than communicating with prospects through personally addressed letters and emails, phone calls, and targeted ads. The average prospect receives too many mass emails and yours are getting lost in the mix.

Using purchased marketing lists

Don’t do it. Purchasing lists increases your bounce and unsubscribe rates. When people are spammed with emails they didn’t sign up for, they’re more likely to reject what you’re selling – even if they’re in the market for your product. It’s better to build your list by generating interest through website and social media channels. Purchased lists are not targeted. The people who are on them don’t know who you are and didn’t ask you to email them.

Inadequate content

Don’t send stale, insufficient content to your prospects. Find out what they’re interested in and highlight those topics. You can do this through trial and error. Look at your analytics for specific topics in your newsletters and e-blasts. If certain topics have high open rates, it’s a good indication your prospects are interested in learning more. Try writing another article related to that topic. If you get stuck, you may want to hire a professional writer.

To summarize, build your contact list with clean, opted-in prospects. Use a combination of targeted e-blasts, newsletters, offers, and/or phone calls to promote your company. Focus on providing quality, insightful content and be creative ways in getting the word out.

Dealing with a tight budget? Make do with what you have: Focus your energy on improving your content and design.

What targeted marketing efforts work for you? Let us know in the comments below.

Dodge’s Super Bowl spot may be the blueprint for other industry ads

Posted by: | February 5, 2013 | Advertising Strategy, Branding, Commercials

Half the fun of the Super Bowl is watching the elaborate collection of hyper-expensive television commercials that serve as interludes during the NFL season’s coup de grace. And while the loudest cheers – and jeers – went to Budweiser’s Clydesdale melodrama, Tide’s food-stain zealots, and GoDaddy.com’s dork-kissing supermodels, Chrysler’s understated 120-second Dodge Ram spot quietly walked into a honking, flashing commercial Thunderdome and walked out with some of the viewers’ loudest applause and an advertising blueprint for upstart businesses.

Created by The Richards Group, Dodge’s “Farmer” spot is essentially a glossier, Ram-ier version of this farms.com ad from 2011. Dodge partnered with the National Future Farmers of America Organization, an agricultural Boy Scouts of sorts,  in a $1 million fundraising campaign to benefit the group’s foundation. Both spots feature a voiceover of famed radio host Paul Harvey’s 1978 FFA convention speech and are set to inspiring still photographs of earthy farms and farmers.

To most watchers, “Farmer” undoubtedly feels more like a public service announcement for the agriculture industry than a truck commercial. Rams were subtly included in several of the images, but are so overwhelmed by the striking iconography of rural America that the ad positioned Dodge as an awkward third-wheel on a date between the FFA and NFL fandom.

“Farmer” was designed to juxtapose the omnipresence of Dodge within the proud farming class. The ad is a boon for the agriculture industry and the Future Farmers of America. It’s just unclear how many trucks the commercial is going to sell. What should make the Dodge ad so compelling to upstart businesses is not only that the FFA wooed a major brand to forfeit its Super Bowl moment, but that almost everyone was happy about it. The emotional pull viewers felt toward the farming industry and the simplicity with which the spot was created should be a weathervane to other industries hoping to publicize or monetize their services.

“Farmer” ranked third among Super Bowl commercials in USA Today’s Ad Meter. Forbes raved, Slate called it the night’s “most striking Super Bowl ad,” and The Wall Street Journal referred to it as the “great American Super Bowl commercial.”

A word to the wise – Prioritize!

Posted by: | June 7, 2012 | Advertising Strategy, Best Practices, Branding

As a small business owner, you’re responsible for managing all aspects of your business – from overseeing operations to making sure the lights stay on. With so much to juggle, how can you prioritize a marketing plan?

If you don’t have a plan in place, now is a good time to start. If you don’t have time to implement a strategy on your own, an experienced marketer can help design and implement a marketing plan to suit your business.

A marketing plan is a blueprint for your entire business strategy. It should define your company, your customers, the products and services you provide, market trends, competitors, objectives and strategies, budget and timeframe, and metrics with which to measure your success.

The creation of any good marketing plan should begin by listing achievable goals for your company. These goals can be sales, promotions, new business or increased traffic to your website. Next, assign specific tasks that will help you realize each of your goals. Start with the most urgent goals and action items.

Next, create a timeline. Create workable deadlines and compile these dates on a shareable chart. Allow time for planning, developing, and publishing your materials – this will help you stay organized and keep track of projects.

Quick tips for beginners:

  1. Define your product and services. Highlight the features and benefits that differentiate your product. What value does it give customers? What’s special about the service or product you provide? This information should inform your marketing strategy.
  2. Identify your targeted customers. Create a profile of your ideal customers – demographics, lifestyle, etc. Who needs your products?
  3. List your goals and objectives. Include quantitative and qualitative goals. Quantitative goals focus on reachable numbers and timeframes. Qualitative goals create descriptions for value and product image or perception. What are you going to do and when will it get done?

Want more tips for creating a marketing plan? Let us know in the comments below.

Pinterest: It’s more than pretty pictures

Posted by: | April 26, 2012 | Advertising Strategy, Best Practices, Branding

I have a confession to make: I can’t stop using Pinterest. Since I signed up, I barely go on Facebook anymore. Instead, I spend hours filling my pinboards with photos of cute dresses, Crock-Pot® recipes and kitchen cabinets made from reclaimed wood. It’s become an obsession.

According to recent stats, my Pinterest addiction is totally normal. The startup hit the 10 million user mark faster than any social media site in history, digital business analytics source comScore reports, and is rapidly approaching 20 million users. (more…)

If you’ve got it, flaunt it

Posted by: | April 19, 2012 | Best Practices, Blogging, Branding

Just because you build it, doesn’t mean they’ll come. New websites don’t promote themselves – people do. If you’re not getting the kind of traffic you expected, you’re probably not marketing the new site, or you’re relying on Uncle Henry to spread the word.

Big mistake.  Killer landing pages, blogs with bells and whistles and fresh content don’t do any good if no one knows about your new site. (more…)

My brochure exists – I’ll (e)mail it to you

Posted by: | February 15, 2012 | Advertising Strategy, Best Practices, Creativity

You may ask yourself, “If my product hasn’t changed, why should I change my brochure?”

If so, ask yourself another question: Have you ever seen a 10-year-old brochure? Not only does the color fade over time, but the information also becomes stale.

As customers’ needs change, so should your marketing strategy. And it isn’t as difficult as you think – designers have the technology to create eye-catching graphics that communicate your message effectively while also highlighting your products or services.

Many businesses have steered away from physical copies of their brochures and turned to digital versions of their marketing collateral. Going electronic allows companies to post brochures or sell sheets on their websites and send information to potential customers instantly. I remember waiting three to seven business days to receive a brochure or catalog in the mail. Now, I receive them immediately and can save the materials on my computer.

By providing customers with a digital format, you’re able to reach a larger audience. In addition, you’re not limited to a certain number of printed copies if you have price constraints. Another great advantage of going electronic with your brochures is that you can adjust your content quickly when necessary.

Vintage is in

Posted by: | December 20, 2011 | Advertising Strategy, Branding, Marketing Trends

In the early 20th century, companies used hand-drawn illustrations and lengthier narrative formats as marketing strategies to draw in consumers. Times have changed, but this technique is still alive. Vintage-style ads are everywhere – President Barack Obama’s 2008 “Hope” campaign is a prime example, but clothing, cars and electronics all make use of the old-fashioned feel.

How do you incorporate “vintage” ideas into your marketing strategy? Here are some quick tips on ways to meld the old with the new.

Hand-drawn images. Before computers and graphic design programs existed, artists drew advertising images by hand. Using images that appear hand-drawn can give a website design personality and artistic appeal. You’ll also stand out from your competition if your logos and other artwork have a unique flair. Design software has made it possible for graphic designers to give you the look of a hand-drawn image in a digital format.

Antique photos. This doesn’t mean going through your mother’s photo album and locating old pictures.  Various imaging techniques can make modern photographs appear antique. If you plan to add a vintage look to your website, a Web designer can help by aging your photos and adding frames for visual interest.

Vintage fonts. Picking the right font will give your website and other materials a classic look.  Talk with a graphic designer before starting your project about implementing this look in your marketing collateral.

Tell a story. Advertisements from the ’40s, ’50s and ’60s included lengthy descriptions and claims that set a scene and described the need their products filled through storytelling. This interesting writing style can give your copy a personal touch.

I enjoy vintage advertising, but it’s not for everyone. If you’re looking for a way to stand out from the crowd, however, vintage methods may be the solution, especially if your competition uses modern branding and marketing techniques. Drawing from the past can give you ideas for your own marketing activities and help you plan for the future.

Made in America? Then market it to your advantage

Posted by: | November 10, 2011 | Advertising Strategy, Best Practices, Branding

To most people, “Made in America,” “Made in the USA” and “American-Made” are synonymous with high quality. The trend of manufacturing inexpensive products overseas has improved the perception of American-made products during the last few decades.

Many people negatively associate manufacturing in developing countries with underpaid labor, lax safety restrictions and inferior standards. What’s more, with emerging countries like China poised to become major players in the global economy, many Americans have become increasingly focused on supporting American manufacturing. That’s why many manufacturing companies use “Made in America” as a marketing strategy.

Want to know how to make “Made in America” work for you? Read on for our tips.

  • Make sure your product qualifies as American-made. The Federal Trade Commission requires products labeled “Made in America” to have all or virtually all their parts produced in the United States. Specific rules are available here.
  • Your website is a tremendous tool for marketing your made-in-America status, but don’t go overboard. Websites plastered with American flags and signs flashing “Made in America” can overwhelm visitors and detract from the rest of the site’s design. Keep your message simple and on your home page.
  • In addition to your website, incorporate “Made in America” into your overall branding strategy. Add the message to your brochure, catalog, direct mailings, email blasts, trade show exhibits and social media accounts.
  • Spread your American-made message by joining associations that promote American products and reaching out to other organizations interested in American-made wares. For example, PBS NewsHour aired a “Made in America” segment where it challenged new home builders to construct a home using only American products, and developed a list of the featured companies.  Diane Sawyer also does a regular “Made in America” feature on ABC’s World News.

Consumers are asking for American-made products. Give them what they want by positioning your company as an American brand.

You’ve Got Mail!

Posted by: | September 22, 2011 | Advertising Strategy, Best Practices, E-mail

Once upon a time, I loved to hear these words. Today, the average consumer receives close to 100 emails a day. Who has time to read all of them?

If you’re considering an email campaign, the last thing you want is for readers to hit delete when your message lands in their inboxes. Here are some tips for crafting a great e-blast:

Understand your audience. Figure out why readers subscribe to your e-blast and what they want from it. Are they current customers, prospects, referral sources or professional colleagues? Do they want tutorials on using your products, industry insights or updates about your company’s work? Talk to your subscribers and research industry competitors’ e-communications to get ideas for your e-blast content.

Don’t just blast for blasting’s sake. When companies send generic, uninteresting content, recipients will eventually stop opening the emails. Your email should include valuable content — think quality before quantity. Brainstorm topics and stories involving your company or industry. By sending e-blasts with interesting information and relevant offers, you’ll build trust within your email list.

Get your message across. Even if you have a great topic for your e-blast, your company will look sloppy and unprofessional if it’s written poorly. Outline your key discussion points before you write, and keep your copy short and sweet. Try to avoid using buzzwords or jargon unfamiliar to your reader. If the reader doesn’t understand, you may discourage them from reading other emails from you. Finally, think of a clever title that reflects the email’s content and is less than one line. If you don’t have a seasoned writer in-house, enlist professional help to make sure your content is well-written and error-free.

Spice it up. Adding visual appeal to your email with images, graphics or videos helps entice your reader to spend time on your email. There’s no hard-and-fast rule for the ratio between copy and images, but a good rule of thumb is 25 percent images and 75 percent copy. A good designer can craft an e-blast that showcases your message and draws the reader in with inviting visuals.

Track your stats. After you’ve sent your e-blast, track which emails are being read and which ones are being skipped over. By adjusting your strategy, you’ll encourage your reader to act.