Marketing Archives - Page 24 of 67 - McLellan Marketing Group

Marketing math: how do you measure success?

February 23, 2011

Are you measuring your marketing?

I don’t like math. It’s not that I can’t do it – I took advanced math all through high school. I just really don’t enjoy it.

But math matters.

If math = measurement. How can you justify your marketing budget/spend if you can’t point to how the dollars are moving some needle.

You see — there isn’t just one needle. No one indicator or sign of success. It all depends on what you are trying to accomplish. Depending on the size of your organization, measurement does not have to be complicated. For most businesses — it’s more a matter of discipline than it is sophistication.

Let’s look at some common indicators and how you might measure for them.

Are you trying to measure perceptions/opinions?

A good way to measure mind shifts is to do some benchmark research and then repeat that exact same research after a given period of time. Compare the results for your measurement – does the marketplace see you differently than they did when you did the benchmark. (Depending on your size, budget etc. you should probably repeat the research every 2-3 years to get accurate results.)

Are you trying to measure a change in traffic (initial interest) either in your location or online?

Online is easy — track hits and unique visits with a tool like Google Analytics. Drive them to a specific landing page and simply monitor change/activity.

Offline is a little less scientific. You can guestimate foot traffic. Or you can ask people (as they check out or you engage with them) how they heard of your business.

You can also use a unique phone number or e-mail address in your marketing and track the number of inquiries that way as well.

Are you trying to measure inquiries or trials?

Again, this will differ on and offline. Online, you can track things like e-newsletter sign ups, downloads of coupons or e-books and requests for more information.

Offline, you might monitor phone calls and requests for proposals, bids or initial meetings. If you’re a retailer, you could also count redeemed coupons or how many samples you give out.

Are you trying to measure sales (new or residual)?

This should be pretty easy — just track sales. You’ll need some historical data so you have something to measure against. Be sure you divide up the data so you can track new versus repeat customers. For our purposes — you don’t need to boil down to the nitty gritty. That someone came in and spend $42.37 is enough. You don’t need to record that they bought a hammer, a box of nails and a garden hose.

Of course… the key to effective measurement in marketing is understanding why you’re doing it in the first place. Measurement isn’t an afterthought. It should be built into your marketing plan’s strategy.

Knowing what you are trying to accomplish will tell you what you should measure. But…it’s a what, not an if.

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Yes Virginia, you can advertise everywhere!

December 10, 2010

Saw this on a recent layover at O'Hare airpot in Chicago. They were on the escalator handrails going up/down into the tunnel that connects the B and C concourse.

(Yes, I risked my life by not holding onto the handrails to take these pictures for you!)

In many ways — pretty smart placement on Hampton Inn's part. Talking to travelers in a very unexpected place and way.

What do you think?

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Marketing tip #93 When you should zip…zag

December 6, 2010

We are creatures of habit. Even as marketing professionals who are supposed to be creative, innovative and "out of the box" thinkers. There are some SOP (standard operating procedures) that are tied to most aspects of marketing.

You'll recognize some of these… (By the way…not saying I agree with these)

B to B advertisers should choose talk radio over top 40 stations
Non profits should sent out an appeal letter between Thanksgiving and December 5th
You have to drive traffic back to your own website
You should focus on the value proposition in your marketing

But, we're not the only ones who know these golden oldies. Our audiences do to. And so do our competitors. Which often makes it a snore.

Sometimes if you can find the courage (and sell it internally) — taking a different direction and zagging when you should zig gives your effort a freshness and element of surprise that can be very influential and action inspiring.

Take this video by American Express. They're trying to get consumers to join their cause marketing effort called Take Part. The campaign is encouraging people to donate their time and/or dollars to charities. They can also vote to decide which charities win financial support from Amex.

Now…conventional wisdom would be to do a campaign that touched the hearts of the audience. Inspire them to action. Nothing wrong with that approach but a bit expected. Which is why I love what they did instead. Take a look. (email subscribers, click here to view the video)

By using a very trendy celebrity who plays a character we really don't want to be anything like (but find funny), AMEX was able to make their point in a very fresh way. It's the polar opposite of the PSA featuring the Indian who is so dismayed by litter than he sheds a tear (from the 70s).

We expect the tear. We don't expect Sue.

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Use word of mouth to score your next job

November 30, 2010

Word of mouth sells products and services every day. In fact, 67% of consumers say that WOM is the #1 influencer of their buying decisions.

Why would work any differently when someone is "buying" a new employee?

Here's how you can amplify some word of mouth for your next job search.

I end up having coffee with many people looking for work. They might have been fired, downsized or are a college graduate just starting out. They're looking for someone to run their resume by, someone who might be able to help them make connections and often, just someone to listen. (I have some specific advice I give college kids but I'll save that for another post.)

I try to offer them as much help as I can. One thing I always do is describe what I believe is the surefire way to find your next job. I've seen it work every time someone has tried it. But it requires some work and discipline. Which is why most people never bother with it.

And why many of them are still looking for work.

If you're serious about finding the next job — follow these instructions and then watch what happens.

1. Make a list of 100 or so people (you will need email and phone numbers) that you believe would want you to succeed. This might be family, friends, former co-workers, professional group colleagues, neighbors and the people you know from the PTA, gym, church or softball league.

In other words, think long and wide. Ideally, they should all either live where you want to work or be wired into the industry you want to be a part of. If you are looking for a job in your hometown of Chicago, your cousin in Houston isn't as good a choice as your next door neighbor. Unless he's connected. Then, keep him on the list.

2. Write an email that basically says:

I am looking for my next job and I am trying to build an army of people who will help me find that new job by making introductions, sharing their knowledge of companies and people, keeping their ear to the ground, etc.

If you'd be willing to be a part of my team, I promise I will not abuse your kindness and that I will pay it forward by helping others when they ask down the road. My plan to to send you one update email per week.

In this email, I will include any meetings, interviews, ads answered and other activity done that week. I will also share what I have on my to do list for the following week. All I ask is that you read the email and if you know any of the people or companies and can put in a good word – you do.

Would you be willing to get this weekly email from me and help if you can?

3. Wait for replies and based on the yeahs or nays you get — build your mailing list. Most people, if you choose wisely, will say yes and be genuinely glad to help.

Send them your updated resume and a detailed description of the type of job you are seeking. Be candid about your strengths and weaknesses. Help them help you.

4. On the following Friday morning, compose and send your first email. Include:

Coffees/meetings held
Interviews
Phone contacts made
Ads answered/jobs applied for
Interviews set up for the following week
People you are trying to make contact with
Any specific things you need help with (review the resume, mock interview practice, etc.)
And then, send it on it's way and let the army go to work.

If you are going to employ this tactic, you absolutely MUST send an email every week. Share the good weeks and the bad. This isn't the place to whine, complain or gossip.

This is not your diary, where you can air all the emotions that come with a job search. This is a top line report of your efforts. Nothing more or less.

If you activate this job search army, you will be amazed at their reach and their willingness to help you. Be respectful of their time, be humble and say thank you often to those who help.

Most important – once you land that next job, remember your promise to pay it forward.

Note: I am not negating LinkedIn, Facebook, or any other social media tool. When you're looking for a job — it's all hands on deck. But there is something very powerful, affirming and effective about mobilizing a team of people who truly can get you past the gatekeepers and onto a short list of candidates.

Word of mouth sells products and services every day. In fact, 67% of consumers say that WOM is the #1 influencer of their buying decisions. Why do you think it would work any differently when someone is "buying" a new employee?

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Are you smart enough to know what they really want?

October 7, 2010

Sometimes I think we get in our own way. Our heads over think and we don't just trust our instincts.

Try this experiment.

Grab some paper and a pencil/pen. Without any editing and within one minute — jot down the three reasons people buy from you.

No censoring, no being politically correct, no company speak. Just trust your gut.

Once you're done, take a look at the list. Are those the benefits you talk about on your website, in your brochure and as you pitch a prospect?

I'm betting not. You have "marketing speak" in all those places. You aren't speaking from your customers' heart.

What would you say if you were truly speaking in their voice…about what actually matters to them?

(The photo is a high end restaurant in Chicago. I'm sure they have thick steaks, fresh flown in seafood and the best liquors and wines. But check out what they promote in their middle window.)

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Marketing tip #63: Facebook should be a part of your video strategy

October 5, 2010

Are you creating and sharing video as a part of your marketing strategy? No doubt you are uploading your work to YouTube as you should. YouTube and parent company Google top the charts, in terms of online video views.

No surprise there.

But what might surprise you is that Facebook is #2. Over 58.6 million Facebook users viewed at least one video in August 2010. That group of people racked up 243 million viewing sessions among them. That's a lot of eyeball time!

So, if video is part of your mix — don't stop at YouTube. Be sure you're sharing and spotlighting your videos on your Fan page or through your newsfeed updates on Facebook too.

One of the added benefits of sharing video on Facebook is how easy it is for your friends/fans to take that video viral. With a simple click, they can like, share or comment on the video — instantly putting it on their newsfeed too. (Assuming their privacy settings aren't incredibly stringent.)

In some ways — that instant shareability (I know it doesn't exist but it's a good word!) trumps the volume that YouTube can give you. The Word of Mouth reference is golden and sure beats 3 strangers stumbling onto your video.

Don't get me wrong — YouTube is still king but in terms of creating buzz, borrowing credibility from your friends/fans and generating some word of mouth chatter — Facebook is tough to beat.

I'm curious — are you more likely to watch a video that a friend has commented on or shared…or one that you you see referenced in a news article, blog post or some other third party mention?

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Marketing tip #43: Differentiate your product with a memory

September 25, 2010

I'm on the road a lot so I've become a very efficient packer/traveler. My dopp bag is always pre-packed with everything I need. Including one of those little travel sized toothpaste tubes.

I care that it's toothpaste but I don't really care what kind or what flavor. So every time I'm at Target, I just grab a few as I walk by their "travel sized section" and toss them in the closet for the next rounds of travel.

On a recent run into Chicago, I just grabbed the new toothpaste tube and started brushing. With the first swipe of my toothbrush – all of a sudden I was transported to my dentist's chair. The toothpaste had that gritty sand sensation that up until this point I only experienced at the dentist's office. I would have sworn that Dr. Todd's dental hygienist was giving my teeth a good buffing.

I don't normally pay any attention to the taste or texture of my toothpaste — but this time — it completely captured my attention. Simply because it triggered a vivid experience/memory.

We are so visually oriented today that sometimes I think we forget that we actually have five senses. And that the two that are tied most deeply to our memories and emotional triggers are smell and taste.

Here's what happened in my brain as I brushed my teeth with the gritty toothpaste:

I found myself wondering if this toothpaste was better for my teeth because it felt more "official." Even after i was done brushing, i was conscious of that gritty feeling in my mouth.

Now, I have no ability to judge toothpaste effectiveness. I told you – I am brand agnostic when it comes to my toothpaste. But the texture and the experiential connection I made to the gritty toothpaste suddenly gave me a tangible I could grasp and attach a value to.

Why am i telling you this fascinating tooth tale? Because in a very commoditized product category, Crest found a way to not only differentiate themselves but to also create the perception of being better.

If they can do that with something as mundane as toothpaste — surely you can do it with your product or service. What sense or experience could you tap into to create a different perception for your customers or prospects?

~ Drew

P.S. Which brand of toothpaste do you suppose I bought the next time I needed some for home?

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Marketing truth #3: There is no silver bullet

August 11, 2010

I hate to break it to you, but there's no magic marketing tactic.

There's nothing you can do once or twice and voila, you have customers.
You can't change gears every time you turn around and hope to build up awareness, let alone the desire to try your product.
You can't chase every shiny new object, thinking it's going to make you an overnight sensation.

Folks — marketing is not about a silver bullet. It's not that sexy or that complicated. Marketing, whether you want to hear this or not….is churning it out, day in and day out. It's about being disciplined enough to create a plan and then work the plan. Long after you're bored with it.

That's why most companies don't do it well. When you boil it down — it's kind of boring. Sure, it's fun to brainstorm a new ad campaign. But that same campaign isn't all that interesting 24 months later.

Let me tell you a little story to illustrate my point. We have a client who has a product in a very competitive niche within the over the counter pharma category. Lots of Goliaths in their hen house. Our client is the David in this story. They'll never outspend their competitors.

Several years ago, they decided that having a presence in key trade shows where their referral sources (docs, pharmacists, nurses, etc) flocked was going to be their #1 effort. They've not wavered from this strategy.

They've tweaked their booth, their "come to the booth" enticements and their follow up, as they've learned. But they've stayed the course. In the beginning, they didn't attract much attention. But now, their key referral sources seek them out at the shows. They come to ask about the product or tell a success story. Then our client stays in touch with these contacts all year long. The relationship that is born at the trade show is nurtured and then renewed at the next show.

The benefit of this boring "do the same thing over and over" method of marketing? They're enjoying double digit growth. Double digit. In 2010. When most OTC pharma products are struggling to hold onto the marketshare they've had.

Oh wait…did I mention that they're the most expensive product in the category?

If they only did shows every once in awhile, would they be enjoying this success? No.
If they had rushed to social media and abandoned the old fashioned trade show tactics, would they be enjoying this success? No.
If they'd tried trade shows for a year and then given up, would they be enjoying this success? No.
If they "winged" their marketing efforts, never doing any budgeting or planning, would they be enjoying this success? No.

Stop looking for the silver bullet and roll up your sleeves. Marketing is hard, sweaty, dull, often boring work. The silver lining? Most of your competitors won't bother.

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Is your loyalty program missing a critical factor?

July 29, 2010

I'm a fan of loyalty programs…if they're done right.

The truth is, most companies aren't willing to make the reward equal to or worthy of the effort they're asking from their best customers.

But when you do (when the juice is worth the squeeze) — they can be potent. But what if yours is missing a key ingredient? What if it could have an even more significant impact on your bottom line?

Check out my IowaBiz post to find out what you might be missing.

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Is the juice worth their squeeze

July 20, 2010

Let's face it, we're a lazy people. The idea of actually getting up to change the TV channels or hand crank open a car window is almost offensive to us.

We are used to our conveniences. And we don't expend a significant amount of effort without getting something of note in return. And yet, we seem to forget this human truth when concocting some of our marketing efforts.

As you are crafting a new campaign or gimmick that you hope will go viral — always ask yourself, is the juice worth the squeeze for my audience.

Let me give you an example. These photos are the pizza box top from a place called Ciro's. It's a fun idea and an eye-catching, almost handwritten design. Here's what they want their customers to do:

Cut out Ciro from the top of the pizza box (Scissors, a knife, exacto blade?)
Carry Ciro around with you until you go someplace interesting
Have a camera (or cell phone with a camera) with you and remember to snap a photo of yourself and Ciro
E-mail them the photo so they can put it on their wall

What's in it for you? A free pizza.

For a poor college student, this is probably just the thing to do on a Friday night. Especially after a couple beers. God only knows where Ciro has appeared.

But for a busy mom or harried business guy ordering pizza from his hotel room, probably not going to happen. A free pizza just isn't worth the hassle.

Whether you want your customers to fill out a survey, prospects to play a scavenger hunt, or want to try some variation of the drive them to a website, 800 number or bounce back card — always remember that you need to make the reward worthy of the effort.

And not everyone will judge that through the same lens. So decide who is most important to you and design the reward for them. Hopefully Ciros wanted to capture the college crowd.

What do you think…do most marketers ask themselves this question before launching a new initiative?

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