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The Golden Marketing Opportunity You’re Still Missing Out On

I won’t belabour my point with this one because everyone already knows what it is…it’s Email Marketing. Yes Ladies and Gents that golden ticket to extended brand awareness and competitive edge many businesses are still missing out on is Email Marketing.

It’s not surprising though as I too have fell into this trap at one time. With the emergence of Social Media, and pretty much EVERYONE either having a presence on Social Media (the audience), and the rest wanting their presence known on Social Media (the business), it can be seen why there is so much hype and buzz around it. However, many businesses have pretty much thrown other marketing strategies out the door for the sake of ye ole Social Media Marketing, trying to capitalize on their piece of the pie.

It wasn’t until recently when working on my blog (not this one another one), that I realized the enormous opportunity that was being missed through Email Marketing. We as businesses and marketers have gotten so caught up with the hype of Social Media, that we have ignored the other strategies that are also effective (in this case probably more so). I’m not against Social Media, far from it. However, as businesses that are ever growing and ever changing we must realize when it’s time to pull away from the crowded marketplace a bit and start looking on how we can differentiate from what everyone else is doing. Since Social Media has become so popular, the disadvantage is that it has also become very crowded and somewhat noisy. Which means as a business it’s going to be harder to really have a creative and distinct voice in separating yourself from your competitors.

Just in case you haven’t done so in awhile, here’s why you should be looking at implementing more Email into your marketing mix:

  1.  It’s less noisy and crowded. Whereas with Social Media you have to fight for the viewing eye of your audience, with Email it’s less of a fight because assuming you’ve done it right then you have the exclusive eyes of your audience. I said assuming you’ve done it right because assuming they opted in to receive your emails, and you’re not forcing a message or product/service on them that they have no interest in

  2. It’s more targeted. The wonderful thing about Email Marketing as mentioned above is it gives your audience the opportunity to opt-in, or sign up to receive your emails. This means that once they do this they are basically saying “I’m interested in what you have to say and give you permission to say it to me”. This allows your messages to be better tailored for the people who have greater interest in your product/service and not just there because their bestfriend told them to ‘like this page’

  3. It’s timely and more focused. I don’t know if everyone is like me, but I check my emails more than I do my social media profiles. One of the main reasons being as I mentioned social media has become noisy. Between friends, family, and a bunch of Facebook ads trying to get my attention. However, if I see an email come in then I’m thinking it’s probably imporant and needs my attention, or it is something I may be interested in because of something I opted in to receive emails from

  4. Everybody has one

B2B’s should especially be paying more attention to Email Marketing as most businesspeople and executives are more likely to check their emails throughout the day than check their Facebook notifications.

Now let me say again in closing. I am NOT saying their isn’t value in Social Media, there is, because that’s where majoirty of your audience probably hangsout. However, what I am saying is don’t ignore other mediums in favour ONLY of Social Media. The best place to be is find a way to mix Social Media with Email, by using your Facebook pages, Twitter feeds, and other SM channels to capture your audience’s email addresses. Then once you do, then you can move them away from the noise on Social Media, and have a more personalized, exclusive conversation with them.

Makes sense?

Do you believe Email Marketing still has a significant part to play in the marketing mix?

The Ranter

 

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The Heartfelt Ad You Can’t Understand (But Can Feel)

What makes a good ad campaign? Is it humourous? Is it entertaining? Is it catchy? I believe the best ones are the ones that are lasting. Not only are they viral and well shared and talked about, but they also leave a lasting impression in our minds for a lifetime.

While doing research on a project I’m working on I came across this video by chance. Just out of cutiosity I clicked and watched. My initial thoughts were “this is nice”, but then close to the end of the video I was so moved that tears came to my eyes, and all I could think was “WOW!”

Take a look for yourself…

 

How POWERFUL is that!!

How powerful is it that even though you may not speak the language, and couldn’t necessarily relate to the experience of the characters that the campaign still had such an emotionally intense impact?

By the end of the ad I didn’t care what they were selling because I was ready to buy, and THAT my friends is the power of an impactful ad campaign.

It can:

  1. Get your audience to not only buy into your product/service, but also you as a company

  2. Create a lasting impression in the minds (and in this case the hearts) of your audience

  3. Cut across race, creed, culture, and even defies the very definition of logic to touch the very thing that makes us human and connects us all…our soul

My biggest takeaway from this ad sometimes the best ad campaigns are the simplest. They don’t need to be fancy or elaborate, they just need to connect with each of us and be memorable.

 

Share your thoughts, what was the biggest takeaway for you?

The Ranter

 

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The Lasco Fiasco: How It Damaged A Brand

facepalm.jpg

So picture this…

You own one of the major corporations in your industry, your marketing team decides to increase brand awareness and customer engagement using Twitter so they create a Twitter account to represent your brand online. One day a sudden tweet is sent out from your company’s Twitter account with a derogatory comment about a particular athlete during the Olympics (keep in mind this is the Twitter account of your very reputable brand)…what do you do?!

To be honest I don’t even have the answer to that, but it just goes to show how even in your Marketing department how very little your Marketing team, who should know better by the way, understands very little on the importance of a brand. Now in case you didn’t know this actually happened a few days ago. I will not mention who the individual was that made such a dumb mistake (I think the person has dug their grave deep enough and dont need me to dig it any deeper). The point is even if said person meant to send the tweet from their personal account instead of the company’s account, the mere fact the thought and action of sending the tweet happened in the first place, regardless of where it was sent, just proves how clueless even marketers can be in regards to branding.

A brand is not just about the company you represent but also YOUR personal brand. We live in a world where people feel that because they have a social media account and their picture on it, it gives them the privilege of mentioning whatever comes to mind, regardless of how detrimental it may be to their own reputation. We have seen it time and again where employees, students, and others post comments on social media where the only response one can have is *facepalm*…this idiot .

Understanding that when you post on social media, whether you’re representing a company or yourself, it can still be damaging to your future prospects for a job, or your credibility. Once your credibility is ruined good luck regaining the trust of those who may have respected you or looked up to you in the past.

So don’t be reckless (and I would add stupid), when posting on social media. Your words today could very well hurt your future tomorrow.

The Ranter.

 
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Posted by on August 18, 2016 in Brands, Social Media, Twitter

 

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Is Donald Trump A Marketing Genius???

I just had a very interesting thought, and that thought is reflected in the title…could Donald Trump be a marketing genius? Really! It’s a serious question!

Before I go any further let me first say I do not support or endorse him, or any politician for that matter. I am in no way interested in politics of any kind, of any country (I’m just being honest).

Now with that out of the way…

I haven’t paid any attention whatsoever to the 2016 US elections since it started. However, even when I try to ignore it, I still get overwhelmed with news of Donald Trump this and Donald Trump that. I turn on my TV it’s Donald Trump. I go on social media it’s Donald Trump. I probably go into my bathroom right now and see Donald Trump (no bathroom is safe from him!). Say what you will about him and I’ll probably agree, egotistical, narcissistic, overbearing, loud and obnoxious, the devil reincarnated…the end of the free world as we know it!

 

Donald Trump’s Marketing Brilliance (and what you can learn)

Still, you can’t ignore his presence (as much as we may try to), and this is the reason he could be more of a genius than we really think or want to give him credit for. When you think about when a brand wants to market its products, services, business, idea, vision, there are a few things they have to do:

  1. Market in a way that cuts through noise and confusion of a very loud digital and distracting world we live in, and get the attention of your audience

  2. Get your audience talking about your product/service/business/idea/vision

  3. Win them over and get them to buy into what you’re selling (and oh boy Donald is a sellin’)

I would say based on these criteria Donald Trump is doing a phenomenal job at getting others to buy into him (even if he sucks at being a presidential candidate). If you are truly honest and objective you would see that he is truly a genius. His over the top, down right ridiculous and crazy approach to politics is turning heads and getting attenion. I haven’t seen this much marketing brilliance since Charlie Sheen’s crazy.

So whether you want to admit it or not we can all learn a thing or two from Donald Trump when it comes to Marketing (PLEASE restrict learning to Marketing):

  • Stand out from the crowd and the norm

  • Don’t be a afraid to be a sprinkle of crazy to get your audience’s attention

  • Sell a message people will buy into

  • Add value to the people who buy into you (I know, I know, I’m saying YOU do this even if he isn’t)

I’d love to know, what do you think: criminally insane or genius?

The Ranter.

P.S.

Just in case you doubt my theory I did a Google search for ‘US 2016 Elections’ (not Donald Trump) this is what came up at the top of Google…trump post

 

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Guess Who’s Back!!

Wow! It still feels surreal. Hi everyone! So I have decided to start blogging again.

I’ve been working on a project recently that will take me into the next 5 years, and part of it includes a blog which will be launched next year. Just putting together articles and the marketing plans for that really got me excited again to start blogging on this page with random rants (as usual). Writing is something I love doing, and Marketing is my obsession, so it only makes sense to combine the two, and as we Jamaicans say ‘work wid it’.

I’m really excited to be back here. A lot has changed since I stopped blogging. Now we have Instagram, and Pinterest, and a bunch of other SM sites, and a lot more going on. Dunno how imma keep up but I’ll do me bes’ *in Popeye voice*

Take care for now…

The Ranter

 
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Posted by on August 16, 2016 in Uncategorized

 

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The Negative Effects of not Marketing

 

I think one of the things that annoys me to no end is when businesses market as a last resort, either out of desperation from competition, or as a quick jolt of electricity to their business when it is dying.

By now it should be beyond obvious why marketing is so important in today’s business environment. However, there are still businesses who choose to see it as a cost and not an investment.

1. Desperation from competition- things are going well, everyone knows your name and the locals come to you to satisfy their consumer wants and needs. There’s nothing special about your product or the service provided, but consumers are just content enough to purchase from you. Suddenly a bigger better product and business comes into your space, doing a lot more than you are, adding more value and suddenly you’re running around like a chicken with its head cut off trying to respond to the fierce competition. Even worse you try to throw money in TV, radio and newsprint ads thinking that will put you back at the top, even when you’re target market doesn’t even pay attention to these mediums

2. Quick jolt to prevent death- sales are slow, no one is buying or stopping at your store anymore, instead of taking a proactive approach to increasing sales, you decide to sit back and wait for things to get better. Finally it is evident that things are actually not getting better but worse, and as one final stand you throw out a few ads hoping that will keep the boat from sinking

If any of these sound like you then you’re in serious trouble. Why? Because today it’s not about the best product, but who consumers have a more intimate connection with i.e. your brand. While your living in the past with cassette players and vinyl records, we’re rocking I-pads and watching Youtube videos on our smartphones…get with it! How? Consistent and effective marketing.

Your marketing efforts don’t even have to be costly, and they don’t even have to be limited to Social Media. Your customers just need to hear from you regularly and potential customers just need to know you exist, and you should give them a reason why they should care that you exist…what is your value to them?

Develop the practice of having a yearly, documented marketing plan. As I said it doesn’t have to be expensive or complicated, just relevant to who you’re selling to.

1. Find out what they like, how they want to communicate with you and you with them. It may not be Facebook but rather e-mail, and there are free mail applications such as Mailchimp that allows you to execute beyond effective marketing campaigns…best part is it’s FREE.

2. Develop referral programs that gets current customers to get more customers for you then reward them for their efforts. Give something away to them free, and who doesn’t like free.

There are 3 important things to remember while doing these:

1. Find a way to capture and manage every piece of information of exisitng and potential customers

2. Have a schedule of when you will execute marketing campaigns for the year and stick to it (remember not money but time will make your marketing successful)

3. Find out what resonates with them, what mediums they respond the most to (Facebook, email, text message etc.) and use those mediums to consistently communicate what resonates

We live in a world where the playing field has been leveled in favour of the little guy, don’t waste it by ignoring the universal truth “Marketing makes businesses successful”.

Here’s a great article that supports my point perfectly: Attention Small Businesses: You’re ALL In The Marketing Business

Leave a comment below and let me know:

1. What would you say to businesses who do not market

2. What would you suggest to them

The Ranter.

Posted with WordPress for BlackBerry.

 

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Why the First Point of Contact in Your Business Could Be Your Customer’s Last

The heading is pretty self-explanatory what this rant is about…customer service right? In a sense yes but it goes much deeper than simply that; it could mean the destruction of your brand and business as you know it.

Recently (like literally yesterday) I had a run in with a sales rep. In a sense she is the first point of contact for a popular online CRM company (no I will not say which). “First point” meaning once I showed any level of interest in their product or service she would be the first person that contacts me at the beginning of my buying decision. She had requested a bit of information by email, which I gave her, to get a better understand of what I wanted out of the product. Okay fine, good job, find out the customer needs and such, good first approach. After which a follow up call was made to me to further discuss what is it I was looking for, for my business…okay. We started the conversation and I was content with it, until she began asking questions. I began answering the first, mid-way through I was interrupted, okay fine. The second third fourth and fifth I began realizing a common trend of interruptions with trying to finish answering each question. It was as if I was being rushed into answering each question under 5 seconds, as if the conversation was being timed by someone with a stop watch beside her. I began questioning if she was truly interested in what I wanted or was she just following a sales script trying to get through it as quickly as possible to move on to the next potential customer, which in the eyes of the current potential customer is not a good look. No customer wants to feel rushed when making a purchasing decision, whether to buy or to have questions asked answered. Which brings me to my point.

This is a clear example why businesses should carefully consider who they decide to put at the forefront to represent their business. As the person responsible for making the first impression it has to last, and not in a negative way. Something as seemingly harmless as a telephone conversation could severely damage or destroy one’s brand, whether the person realizes it or not. In this scenario the impression that was left in my mind was “For a company that is selling a sales CRM their staff really doesn’t know much about the practice.” Before then I was completely sold on the product. Now because of one negative interaction with the brand, I am strongly reconsidering my options.

This is a lesson that must be clear to all businesses. Whether you know it or not your business (product, service and people who make up your business) is your brand i.e. your reputation. If one person messes up, the entire business messes up, even more detrimental if it is the first point of contact.

My suggestion is carefully select who you employ. Skill and qualification is not enough today. Personality and tone of interaction with customers is far more important, since this will be the determining factor if a potential customer buys or not.

If you were the first point of contact how differently would you have handled the situation? Leave a comment and let me know.

The Ranter.

Posted with WordPress for BlackBerry.

 
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Posted by on April 1, 2011 in Brands

 

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