Saturday, January 30, 2010
Playing to Your Audience
All I can say is, "Congrats Walmart!"
And if you're not laughing after watching this, I have some serious doubts about your sense of humor! Walmart has finally found a commercial tame enough for their family and housewives while appealing to the darker humor of their younger audience.
Walmart, regarded as the biggest retailer on Earth, with an budget of over $800 million dollars, has plenty of loyal fans and plenty of haters. With such a big budget, it is impossible to have one target market. Instead Walmart has had to appeal to a larger audience in order to draw more people into their stores.
Walmart has tapped into one area that very few can truly hate - humor. This commercial made me laugh and for a few, short seconds I forgot about the evil side of Walmart. Humor is, after all, the ultimate distraction.
Thursday, January 21, 2010
Stealing the Golden Goose
So your small business doesn't have the advertising funds of that giant across town. No worries! As a smaller business you have abilities that a giant doesn't. Just think Jack and the Beanstalk! You move left, you move right and before that giant can even think about reacting you're on your way down the beanstalk with that giant's golden goose.
Okay, so maybe you aren't Jack and maybe there isn't actually a beanstalk, but you can still run off with the giant competition's golden goose. You just have to be ahead of the curve and make smart decisions about how to reach your target market.
One of the best ways to stay ahead of the curve is to watch what's happening with mobile these days. Smartphones are becoming so popular that this is one trend you need to watch closely. And if you're a small business, this is a great opportunity for you.
"A number of new location-based services are beginning to provide attractive alternatives for such small-scale advertisers. Foursquare, for one, allows small business to target offers based on a user's actual proximity to their location. These offers can deliver heightened relevance by appealing to a player's status, nearby friends, or demonstrated preferences." - Five Mobile Trends for 2010
What does this mean for you? It means that if your customer is within a certain distance of your business, you can reach out to them in a timely, attention-grabbing, cost-effective manner! Now, isn't that so much better than trying to compete with a million dollar ad budget?
Take that golden goose! RUN!!
Okay, so maybe you aren't Jack and maybe there isn't actually a beanstalk, but you can still run off with the giant competition's golden goose. You just have to be ahead of the curve and make smart decisions about how to reach your target market.
One of the best ways to stay ahead of the curve is to watch what's happening with mobile these days. Smartphones are becoming so popular that this is one trend you need to watch closely. And if you're a small business, this is a great opportunity for you.
"A number of new location-based services are beginning to provide attractive alternatives for such small-scale advertisers. Foursquare, for one, allows small business to target offers based on a user's actual proximity to their location. These offers can deliver heightened relevance by appealing to a player's status, nearby friends, or demonstrated preferences." - Five Mobile Trends for 2010
What does this mean for you? It means that if your customer is within a certain distance of your business, you can reach out to them in a timely, attention-grabbing, cost-effective manner! Now, isn't that so much better than trying to compete with a million dollar ad budget?
Take that golden goose! RUN!!
Tuesday, January 12, 2010
Something to Talk About
Google has decided to continue it's attempt at global domination by patenting new technology for selling ad space in 3D mapping technologies.
Now that's something to talk about. In a world of clutter, where every consumer has learned how to tune out even the most obnxious advertising, Google has found another new way to grab attention. Now when you search the map for that new restaurant across town you'll see active billboards displaying advertising for your convenience.
This does, of course, raise quite a few questions about how one would go about purchasing this ad space, how tracking would occur and how often you can change or update the billboard.
My theory? It's going to be a combination of alternating billboard (out-of-home) ad buying with banner ad tracking and some low pricing (at least until this becomes more popular).
Just imagine the future possibilities of this technology. Similar to Second Life, I predict 3D maps will soon give you the ability to view directions in a 3D environment. You'll know to turn left at the McDonald's because you've already seen yourself do that from your own, personal computer. You'll know the building you're searching for is gray and black because you've already been there in virtual reality.
If you're the last person on earth to view Google Earth, go check it out. We're getting there.
As for the media and advertising gurus? Be there, be on top of this technology and be ready to take advantage of the low, low initial price offerings. ;)
Now that's something to talk about. In a world of clutter, where every consumer has learned how to tune out even the most obnxious advertising, Google has found another new way to grab attention. Now when you search the map for that new restaurant across town you'll see active billboards displaying advertising for your convenience.
This does, of course, raise quite a few questions about how one would go about purchasing this ad space, how tracking would occur and how often you can change or update the billboard.
My theory? It's going to be a combination of alternating billboard (out-of-home) ad buying with banner ad tracking and some low pricing (at least until this becomes more popular).
Just imagine the future possibilities of this technology. Similar to Second Life, I predict 3D maps will soon give you the ability to view directions in a 3D environment. You'll know to turn left at the McDonald's because you've already seen yourself do that from your own, personal computer. You'll know the building you're searching for is gray and black because you've already been there in virtual reality.
If you're the last person on earth to view Google Earth, go check it out. We're getting there.
As for the media and advertising gurus? Be there, be on top of this technology and be ready to take advantage of the low, low initial price offerings. ;)
Wednesday, October 14, 2009
Listening To The Little Voices
Your customers are talking! Are you listening?
Every where you go you find user reviews about everything from apricots to zoos. You can even review other people's reviews. Everyone has an opinion they want to share, but does it matter if you're not listening?
Companies spend millions of dollars every year trying to get customer ratings and feedback on their products, but they've missed the freebie in their own backyard.
Do a search on your product or company, set up a blog and ask for reviews, list your product on Amazon and then take advantage of the time other people have put into reviewing your product. They are probably more realistic than putting someone into a dark room for hours before bombarding them with questions in the hopes of generating an unbiased response. Whew! That was a long thought... maybe more of a rant. *smile*
Every where you go you find user reviews about everything from apricots to zoos. You can even review other people's reviews. Everyone has an opinion they want to share, but does it matter if you're not listening?
Companies spend millions of dollars every year trying to get customer ratings and feedback on their products, but they've missed the freebie in their own backyard.
Do a search on your product or company, set up a blog and ask for reviews, list your product on Amazon and then take advantage of the time other people have put into reviewing your product. They are probably more realistic than putting someone into a dark room for hours before bombarding them with questions in the hopes of generating an unbiased response. Whew! That was a long thought... maybe more of a rant. *smile*
Tuesday, October 13, 2009
A Doggie Dog World
I walked into my favorite groomer's the other day and as I was presenting my little beast for his nail trimming I noticed that my groomer was reading an article about branding.
I realized when your dog groomer starts talking about branding you know that word is no longer just an ad agency buzz word, but a word that deserves some attention.
So branding. What is it?
dictionary.com defines brand as: kind, grade, or make, as indicated by a stamp, trademark, or the like.
Of course it also defines brand as: a mark formerly put upon criminals with a hot iron.
Considering that branding seems to have originated out of the ad world, that second definition probably isn't that far off the mark, but I think we can look a little deeper.
Your brand is how other people see you, it is your worth in their eyes. Take the Starbucks brand - for all of the ups and downs, this is a multi-million dollar company based around a slightly exotic cup of coffee. When you think about Starbucks you think about their logo, that distinctive green you see in all of their shops and depending on how you feel about the company, a few other adjectives will come to mind.
When you go to build your own brand you need to consider what you want it to say about your company. The first step is choosing a good name. There are thousands of books written just about picking a good name. My suggestion? Don't stress over it, just think of it as a tattoo. This is something that you are going to have for the rest of your life, so make certain it is what you want.
The next thing you want to consider is what your overall feeling is going to be. Are you a straight laced, business suit kind of company? If so, you'll probably want to consider more conservative colors, such as gray, maroon, dark blue. If you're a jeans and flip-flops place than consider something a little more festive.
And once you pick your colors, use them! Everywhere! These are the steps towards creating your brand. There are more and there will be more posts in the future, but this should give you enough to think about for now.
I realized when your dog groomer starts talking about branding you know that word is no longer just an ad agency buzz word, but a word that deserves some attention.
So branding. What is it?
dictionary.com defines brand as: kind, grade, or make, as indicated by a stamp, trademark, or the like.
Of course it also defines brand as: a mark formerly put upon criminals with a hot iron.
Considering that branding seems to have originated out of the ad world, that second definition probably isn't that far off the mark, but I think we can look a little deeper.
Your brand is how other people see you, it is your worth in their eyes. Take the Starbucks brand - for all of the ups and downs, this is a multi-million dollar company based around a slightly exotic cup of coffee. When you think about Starbucks you think about their logo, that distinctive green you see in all of their shops and depending on how you feel about the company, a few other adjectives will come to mind.
When you go to build your own brand you need to consider what you want it to say about your company. The first step is choosing a good name. There are thousands of books written just about picking a good name. My suggestion? Don't stress over it, just think of it as a tattoo. This is something that you are going to have for the rest of your life, so make certain it is what you want.
The next thing you want to consider is what your overall feeling is going to be. Are you a straight laced, business suit kind of company? If so, you'll probably want to consider more conservative colors, such as gray, maroon, dark blue. If you're a jeans and flip-flops place than consider something a little more festive.
And once you pick your colors, use them! Everywhere! These are the steps towards creating your brand. There are more and there will be more posts in the future, but this should give you enough to think about for now.
Thursday, October 8, 2009
Plan of Attack!
"You've got no direction with your lives.
No plan.
When there's no plan, there's no attack.
No attack, no victory!"
- One Crazy Summer (1986)
One of the biggest mistakes most companies make is not having a well-defined plan of attack for their advertising. I write about this concept frequently because I see it almost everyday.
A business owner doesn't want to commit to a plan for advertising, doesn't want to spend the money and yet he still thinks that customers are going to magically appear. Well, I hate to break it to you, but the advertising fairy doesn't give a crap about your company unless you're ready to hand over some cash and be very creative in doing it.
If you have no direction in your company, no set branding practices, no plan, you cannot "attack" your rivals, you cannot "attack" future customers with your amazing product or service. And if you can't even attack (INFORM PEOPLE!)in the name of your business, there can't be any victory (MORE SALES, MORE CUSTOMERS!).
In case you missed the point here, let me be clear - If you don't have a solid advertising plan designed to inform people about your business, you won't be able to attract new clients and customers in a manner that will not only ensure success, but will also be the best use of your money.
So the next time you're thinking of spending that $5,000 on an ad in the Yellow Pages, Stop! Plan first! Attack next! And achieve victory!
As for the advertising fairy - he does exist.
No plan.
When there's no plan, there's no attack.
No attack, no victory!"
- One Crazy Summer (1986)
One of the biggest mistakes most companies make is not having a well-defined plan of attack for their advertising. I write about this concept frequently because I see it almost everyday.
A business owner doesn't want to commit to a plan for advertising, doesn't want to spend the money and yet he still thinks that customers are going to magically appear. Well, I hate to break it to you, but the advertising fairy doesn't give a crap about your company unless you're ready to hand over some cash and be very creative in doing it.
If you have no direction in your company, no set branding practices, no plan, you cannot "attack" your rivals, you cannot "attack" future customers with your amazing product or service. And if you can't even attack (INFORM PEOPLE!)in the name of your business, there can't be any victory (MORE SALES, MORE CUSTOMERS!).
In case you missed the point here, let me be clear - If you don't have a solid advertising plan designed to inform people about your business, you won't be able to attract new clients and customers in a manner that will not only ensure success, but will also be the best use of your money.
So the next time you're thinking of spending that $5,000 on an ad in the Yellow Pages, Stop! Plan first! Attack next! And achieve victory!
As for the advertising fairy - he does exist.
Monday, August 31, 2009
Word Soup
I'm reading a chart filled with a lot of terms I don't understand and probably never will - I've recently started a job helping to improve patient retention and to manage overall operations. I have no real need to know popular vernacular at the job, I just need to look at a few key words - recommended treatment, follow-up, suggested shots, or anything that will help me re-schedule that patient while they are standing in front of me at the desk. Now this isn’t a hard sell, this is necessary treatment that will help promote the business while protecting the patient from very expensive future problems.
My first goal is to help everyone notice these important words. Once the office staff notices these words, they are now equipped to move to my second goal. Using the correct phrase to optimize scheduling.
Instead of asking, “Would you like to schedule your next appointment?” I will encourage the staff to say, “I see the doctor has recommended (appropriate treatment). Can you come in two weeks from now on Tuesday at Noon?” Or any combination that requires the client to stop and think, to make a distinct effort to say no.
I would even go a step further and suggest that the staff carefully explain to each client the need for the treatment. The more your customer knows the easier it will be for them to make an educated decision.
And the next time you make that cold call, or that follow-up call remember to use your words. A good explanation and a well worded question will generate better responses.
My first goal is to help everyone notice these important words. Once the office staff notices these words, they are now equipped to move to my second goal. Using the correct phrase to optimize scheduling.
Instead of asking, “Would you like to schedule your next appointment?” I will encourage the staff to say, “I see the doctor has recommended (appropriate treatment). Can you come in two weeks from now on Tuesday at Noon?” Or any combination that requires the client to stop and think, to make a distinct effort to say no.
I would even go a step further and suggest that the staff carefully explain to each client the need for the treatment. The more your customer knows the easier it will be for them to make an educated decision.
And the next time you make that cold call, or that follow-up call remember to use your words. A good explanation and a well worded question will generate better responses.
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