Strategy Archives - Page 28 of 53 - McLellan Marketing Group

3 ways to make sure your advertising fails

March 31, 2008

No one likes to think about and surely no one likes to actually accomplish it — failure.

And yet day in and day out some business owners and marketing directors make some common mistakes that almost guarantee it.

Let’s look at three easy to avoid errors when it comes to traditional advertising.

Trying to reach more people than your budget will allow: For a media mix to be effective, each element in the mix must be substantial enough to establish retention. Too often, people sacrifice repetition for the sake of reach.

Assuming the business owner knows best: If anyone has a bias or a blind spot about a business – it’s the person who owns it. You’re on the inside looking out. You can’t possibly see yourselves as the consumers do. Find perspective. Talk to customers. Do some research. Ask an outside consultant.

Late week schedules: Everyone buys ads that run on Thursdays and Fridays. Which means you have to share the space/time. Imagine having 1/3 the competition for your audience’s attention. Sound good? Then, consider buying early in the week.

Online marketing is getting awfully mainstream!

March 27, 2008

PepsiCo, mass media king and Super Bowl spot regular, is bypassing traditional media to launch their new no-calorie, carbonated beverage called Tava.

Instead, the megabrand is relying on a blend of word of mouth and online marketing. They’ll be doing some sampling targeted at influential companies like MTV and Google and "offbeat stunts" in key shops and lots online banner ads. According to the New York Times article, what makes this of interest is the product is aimed at 35-49 year olds.

That’s a demographic that big consumer products have chased using traditional media for the most part — arguing that they weren’t really an online crowd.

Apparently PepsiCo is now disagreeing with that logic.

“There used to be an assumption this target was not online,” said Frank Cooper, vice president for flavored carbonated soft drinks at Pepsi-Cola North America in Purchase, N.Y. “But there’s a group in that category that’s ‘reborn digital.’ They’ve lived through the change and learned to adapt to it.”

“This consumer spends significant time online, although what they do may differ from the younger consumer,” Mr. Cooper said. “They’re not I.M.-ing their friends; they’re looking at e-mail or looking up information about travel, music, food.”

Add to the Pepsi story the findings of a recent PQ Media Survey. The survey shows that alternative media accounts for 16.1% Share of Total Advertising & Marketing Spending in 2007. This survey goes on to suggest that the category is poised for strong growth in 2008, despite the economic slowdown. PQ Media is projecting that 25% of all advertising and marketing spending will be dedicated to "alternative media" by 2012.

You can download a free summary of the research report but you’ll need to scroll down past the "buy the whole report for $1,295.00" section.

I guess part of me finds it interesting that the New York Times believes this is newsworthy at all. And that we still call online and mobile advertising "alternative."

Haven’t we gotten past the realization that the average consumer has some sort of digital footprint/life that opens up some opportunities for marketing to them in that space?

What do you think?

Who is your perfect customer?

March 25, 2008

We’ve talked before about how no one is a demographic. But usually marketing plans define the brand’s target audience as "moms, 35-50" or "men, 25-54." I particularly love the 25-54 demographic.

When I think about what I was like at 25 and how I am today — those are two completely different men. And I’m only 45. But I wouldn’t talk to or market to the 25 year-old Drew in any way, shape or form like I would the 45 year-old.

So relying on wide range demographics really promises that we’re going to either have very vague messaging or we’re going to leave out a portion of the group.

So what if instead, you got very specific. Down to an individual. Some would call this a persona. That’s okay by me too. The point is…think past ranges and sweeping generalities. Get focused.

Create the profile of an individual who you believe is the perfect fit for your offering. Down to the nitty-gritty details. What would an entry in their journal look like? What are they like in the morning? What is their guilty pleasure? What’s their go-to password? Where’s their dream vacation? Use research to guide you, but let your insight and intuition take you where the research cannot.

Make sure this is multi-dimensional. Use images, sounds, music, smells.

While you’re doing this so you can better understand how this person intersects with your product, service or brand — don’t let yourself get boxed in.

Explore the sum total of them:

Their daily routines
What they worry about
Who matters to them
How they dress
Where they shop
Which brands they advocate for
How they unwind and socialize
How they dress/what they’d never be caught dead in
What causes matter to them?
Their favorite movie, music, books

You can go on and on…

Now, begin to describe why this person is absolutely ideal for your product, service or brand. What it is about them that makes the match perfect?

As you begin to do this, you’re going to start to get ideas. Ideas of where to reach this sort of person. Ideas on what will matter to him/her. Where’s their watering hole — where do they hang out? You might wonder what would turn them off about your packaging or pricing structure. Where would you find and be able to communicate with a whole bunch of them? How could you find a few and ask them to react to a new business strategy or product tweak?

All of a sudden….you’re going to be thinking in a fresh, new way and find paths you hadn’t explored before.

Have you ever used this technique? Did it shift your thinking? What made it work or not work for you?

Tired of getting caught in the SPAM filter?

March 24, 2008

Are you using e-mail based marketing efforts only to discover that a good proportion of your target audience is never seeing your message? Is your e-zine or e-mail getting snagged by their SPAM filter and tossed into the trash?

As companies tighten their anti-spam filters, more and more legitimate e-mail is getting caught in the same trap.

Check out this free tool that will check your content for red flags before you send it. You just fill out a brief form, cut and paste your content into the right field and you will get an instant and free report. They’ll identify any problematic elements in your content and suggest alternatives.

It’s free. It’s easy. And it will save you time and headaches. What’s not to love?

Anticipation — a good marketing technique?

March 22, 2008

Carly Simon and Heinz ketchup made anticipation very popular in the 70’s. Talk about stickiness of an ad. I’ll bet that most of us who are 35+ who hear that song immediately on the oldies station think of the slow motion footage of the ketchup hitting the burger.

A post I wrote about using the power of anticipation to keep a customer’s enthusiasm up during a long sales/delivery cycle prompted a graduate student to write to me. She’s working on her thesis surrounding the topic of the blend of anticipation and marketing and wanted to talk about some real world examples.

We talked Disney and Apple (the iPhone launch and some of their other long lead time announcements) as well as some others.

So, now I am reaching out to you, on the student’s behalf.

Besides Disney and Apple, what companies do you think use a sense of anticipation in their marketing efforts? Can you give us some specific examples? It doesn’t have to be consumer or traditional advertising — it could be B to B, web-based, etc.

Did Dilbert write your mission statement?

March 21, 2008

See how familiar this sounds:

"At XYZ Corporation, we work with integrity to deliver value driven solutions that propel our clients to their ultimate success. We do this with a spirit of fairness, teamwork and recognizing that the XYZ family is our greatest resource."

Blech. Lots of words. Very little meaning.

Mission statements. What is it about them that is so difficult for most companies? For every good one out there, there are 100 that make you just scratch your head.

My most recent post at Marketing Profs Daily Fix explores the struggle that many companies have with creating a mission statement that actually says something meaningful about their organization. Come join us in the conversation.

Or….feel free to go the Dilbert route — this is worth a laugh or two.

HEY! Give me your attention!

March 20, 2008

We’ve talked about how difficult it is to break through the clutter and actually get someone’s attention. Sometimes it’s easier to understand when you see it. Invest the 30 seconds and watch.

You’ll be thinking about that all day, eh?

Hat tip to Seth for sharing this.

Are you making a marketing mistake that could cost your business thousands of dollars a month?

March 17, 2008

Pretty compelling, isn’t it?

Questions have a unique power. They open our minds. Even if we don’t really want them to be opened. Humans are naturally curious.

When someone asks us a question, even one that doesn’t really matter to us – we have to wonder. We can’t help ourselves.

If I ask you what was the name of the ad agency that employed Darrin on the TV show Bewitched, most of you aren’t going to remember. Everyone will wonder for a few seconds. (Some of the younger readers may wonder what the heck is Bewitched!) Some will dismiss it. Others will ask around. Some will even research it on the internet.

All for a trivia question about a 60’s TV show. Knowing the answer to that question won’t make you any money, save you time or impress your friends. Yet, you’ll wonder. At least a little.

That’s the secret of asking questions. You can use questions to create demand. To stimulate doubt. To intrigue. Or to inspire. Questions invite your audience into the conversation.

Sometime this week, ask yourself this. How could you use questions more effectively in your marketing efforts?

Remind your customers why they chose you

March 17, 2008

I recently received this e-mail from my credit card front man — United. I originally chose this card over the others because of the perks tied to it. But over time, I’d forgotten most of them and certainly wasn’t taking advantage of them.

This e-mail reinforced my buying decision. It reminded me of some benefits that I had not really explored or used on a regular basis. And, it squelched any thoughts I had about making a switch.

When was the last time you gently reminded your clients about all the value you provide for them? Do they really know how good they’ve got it? Are they not using services or products that would make them even more loyal to you? Should you nudge them a little?

Remember, just because you told them once (or twice) doesn’t mean they remember. How could you tastefully check in to see if they need a little reminder?

Do the numbers have it?

March 14, 2008

Numbers can be a compelling sales motivator. No matter what we’re buying, as consumers we like to see some data.

It validates our choice and either helps us feel like part of the crowd –"4 out of 5 dentists recommend Trident" or in an elite group of special customers — "only one in every 2,000 applicants will be invited to join."

But use them with caution because numbers alone don’t convince most people to actually buy. They need something else. They need the story.

When we show consumers a bunch of number or a comparison chart – they see the data but they don’t always see the relevance to their life or needs. But when your marketing materials tell a memorable story and put the numbers into a rich context, your potential buyer understands why the numbers matter.

When you wrap the numbers into a testimonial or a before and after story, you’re bringing whatever you sell to life. You tap into the emotional needs or wants of your potential consumer by helping them envision just how your product or service will help them. You paint a picture that makes them want what you’re selling. Then, the numbers validate their desire. It turns a want into a smart buying decision. You have now appealed to both sides of the buyers’ brains. And both sides can see, in the way it processes information best, the value of your product/service.

Next time you’re writing copy for any of your marketing materials, make sure you blend the power of numbers with some good old-fashioned storytelling.

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