PopularMKTG

Twitter offered $500,000 by Usocial.net

PopularMKTG — Wed, 21 Oct 2009 00:08:56 +0000

Two responses to this offer:

A. Cool for Twitter if they accept the offer and Usocial.net pays and it clears the bank.

B. Genius marketing tactic by Usocial.net to make an offer to create buzz around their product and build their brand awareness knowing that Twitter will not likely accept the offer. After all, why would Twitter who is apparently worth billions accept and offer from a company that sells Twitter followers?

I believe Usocial.net offered this sum knowing that Twitter wouldn’t and couldn’t accept the offer but understanding that the awareness from the press release and buzz would get the attention of business leaders. For example, an executive at my organization forwarded the press release about this offer to me.

Apparently, “Usocial.net sells Twitter followers in increments of 1,000, 2,500, 5,000, 10,000, 25,000 and 100,000. Prices start at $87 for 1,000 followers (‘delivered’ within seven days) and rise to $3,479 for 100,000 followers (‘delivered usually’ within 365 days).”

Thoughts? Is this a brilliant marketing scheme to build brand awareness by creating a news-worthy offer to Twitter? Will Usocial.net win either way? If Twitter accepts, they will still get the exposure so that should be a win, right? I’m not convinced 24 hours of exposure on Twitter is going to show a $500,000 return but I’d love to see Usocial.net try it out.

Until more news unfolds, we can only speculate on strategy. Can’t wait to see what happens!

Responding to “The Time Is Now for Publishers to Get Granular” by Bo Sacks

PopularMKTG — Fri, 02 Oct 2009 18:48:43 +0000

Digital media’s worst enemy is that fact that there is too much granular data available. Are advertiser’s prepared to stomach the 0.012% click through rate on their 1,000,000 impression ad campaign? Print magazines can get more granular by collecting data on readership; using eNewsletters to draw emails and then compiling other specific demographic data to help position the magazine. Email append that subscriber list now! And, advertisers can wise up by including tracking measures within their print ads; such as a unique URL to send traffic too (after all, print is the best driver of web traffic according to a recent study comparing offline marketing channels). Additionally, they can use traceable phone numbers to monitor leads from the ad. Getting smart with your print advertising means being able to have granular data. The impression of a print ad is far greater than that of an online campaign. And, watch out for that online campaign data – by the way, is your online media buyer even sharing the granular data because those I’ve seen hide this often shameful ROI from the client until it is asked for.

Social Media as a Marketing Channel: Are we ignoring our own assets?

PopularMKTG — Wed, 02 Sep 2009 17:14:35 +0000

I feel like businesses are building a house of cards with their increasing dependence on social media; which is currently the new distributor of content on the web much like Google was/is for the past 10 years. I understand this is a valid marketing channel but is it more important than self-promotion of your own marketing channels such as your website and your eNewsletters; which you own. Thus, an investment in your own assets.

It amazes me to see major brands advertising on television to “Follow them on Facebook” instead of promoting interaction in person with their product or service or even on their own website; which is where they should be building value instead of investing in a marketing channel that could close their doors tomorrow.

The question is, how have we become so obsessed with social media sites as a marketing channel to the point that we’re ignoring our own assets? Be honest. We are ignoring our own assets when we’re promoting “Follow us on Twitter” instead of promotions of the past, go to our website and enter to win, plus sign-up for our eNewsletter packed with weekly deals.

Best Restaurants 2009 – Best Restaurants – Readers’ Picks

PopularMKTG — Wed, 10 Jun 2009 17:25:40 +0000

Best Restaurants 2009 – Best Restaurants – Readers’ Picks

Shared via AddThis

Twitter: To Tweet or Not to Tweet

PopularMKTG — Tue, 28 Apr 2009 16:30:52 +0000

Whenever I hear about a company going through a round of lay-offs or filing chapter 11, I think, “They must not have been using Twitter.” Note sarcasm. Twitter might be the most over-hyped dot.com innovation yet. I’m definitely a fan of social media, but the jury is still out on Twitter. Perhaps by it’s mere simplicity, the older demographic (Barbara Walters, Larry King) have adopted it. After all, Twitter does have an In’N'Out Burger menu feeling about it. Burger or fries. Facebook offers a more diverse user exeperience and I can appreciate this channel more. For starters, on Facebook you can skip over the often innate status updates and scan to more useful or interesting sections. I like to look at family photos. The Soup ran a hilarious piece on Twitter. Check You Tube and search for “The Soup Twitter.” Joel McHale compares Twitter to the Macarena. I’ve tested it myself and I just can’t find the benefit. Facebook has already allowed for friends to follow their friend’s microblogs, thus battling Twitter head-on. On Twitter, you can post and post and post but is anyone really reading your post? I know that I was following a group of 15 and I didn’t read one of their posts. Maybe I’m the self-important one; not Twitter. It seems like everyone using Twitter is in a race to get the most followers but their not really sure why. I have seen examples where Twitter has been effective in promoting a marketing promotion but I still don’t believe this channel will survive as it stands today. Okay, that’s obvious because everything evolves. Whatever happens, it will be fun to watch but I’m betting on Facebook. In fact, I hope Facebook crushes Twitter. Thus, I’ve deemed myself a Twitter-Hater or a Twater. Yes, there is a whole set of vocabulary that has been developed by Twitter users. Let’s watch and see and may the best social media platform win!

Updated 6/10

In my continued research of Twitter, I’ve seen some successes in using this forum as a distribution channel. For example, my company posted a hot, hot job and we received applications who saw the Twitter post (I still refuse to call it a Tweet). I developed a persona called MrSanDiego that now has over 300 followers. So far, I can’t find a benefit of having so many followers but it has been fun to see who is following. My Twitter account focuses on providing valuable information to my followers, versus advertisements or innate posts about what I’m doing.

New Years Resolutions

PopularMKTG — Tue, 06 Jan 2009 20:53:27 +0000

Aren’t New Years Resolutions fun? It means your gym is full again; packed to the brim with hopeful folks dedicated to getting healthy and fit for the New Year. Unfortunately, in 2 – 4 weeks, the gym will be back to normal, full of the usual suspects. In 2009, I hope that everyone who has made a commitment to getting healthy, sticks to it. Exercise feels good, especially when you make it fun. No one can sustain a treadmill workout every day so the key is to switch it up. Don’t get comfortable with the treadmill and then burn-out. Try the elliptical one day. Then move to the stair master. How about the rowing machine? Or, go to the stretch room and use the big blue ball as your exercise partner. Good luck America! I hope to see the gym packed all year.

Now, how about your online fingerprint in 2009? What are you doing to build your online reputation. Most likely, you’ve dabbled with LinkedIn and Facebook. How about the company you work for? What are they doing to develop their brand online? Most likely, they are submitting a press release here or there and updating the website regularly. It might be time to develop a blog for yourself or your company. There are so many ways to develop a solid, meaningful online presence for your brand (whether that be your name or your company). If you’d like to be connected with a firm that specializes in online reputation management, please feel free to contact me and I will introduce you to them.

Happy New Year! John

Top 10 Reasons to Pay Attention to the Search Results for your Brand Name

PopularMKTG — Tue, 30 Dec 2008 23:02:09 +0000

1.    Negative press or consumer review or complaints sites can scare away a potential customer, client, business partner or investor and skew any future press coverage you might have received.
2.    Consumers research online before they buy. According to an article published by www.itnews.com (by Phil Muncaster), 1 & 1 Internet research is showing “ two-thirds of online shoppers carry out internet based research about retailers before making a purchase, yet only half of retailers actually monitor their own reputation.”
3.    Your advertising dollars are driving branded searches. For all of the television, radio, print, outdoor and online advertising you are investing in, search traffic for your brand name is driving up.
4.    Funneling in the natural search traffic for your brand name into web results owned and controlled by you, is the best way to close the deal.
5.    Leveraging from the natural search traffic for your brand is more cost effective than most advertising initiatives.
6.    Consumers, clients or customers searching for your brand are already familiar with your product or service and thus more likely to buy. Capture this traffic.
7.    Why would you ignore the real estate available in the search results for your brand? Controlling the top 10 results with web assets you control is critical.
8.    Micro-sites highlighting an initiative such as recruiting or your most popular product can help sales skyrocket.
9.    Your online reputation is as sacred as your store front. If people were protesting with picket signs in front of your store, you would take action.
10.    Leveraging traffic online is no different than leveraging foot traffic offline. Would you rather build your store in a desert or in Union Square of San Francisco.

If you are looking for an online reputation management provider, please let me know and I can recommend an outstanding firm.

Lexus December to Remember Advertisements

PopularMKTG — Tue, 02 Dec 2008 05:00:50 +0000

Have you seen the newest advertising campaign from Lexus? Pure genius.

The association made between the moment of receiving your favorite toy on Christmas morning to moment of receiving a new Lexus as a 30 something adult, brilliant. They’ve done such a great job at isolating that amazing MOMENT in a 30-45 second spot.

This boils down to a solid idea – the theory of classical conditioning in communication theory – and a well executed commercial.

Having just seen Honda’s attempt at associating positive Christmas feelings with a Honda, I was further inspired to write this blog simply because Honda’s attempt clearly failed in comparison to Lexus.
Keep your eyes open for this campaign and let me know if you agree.

Marketing in an Economic Slow Down

PopularMKTG — Thu, 27 Nov 2008 19:46:32 +0000

The other day, I noticed two marketing tactics and I just wanted to point them out. The first involved an auto dealership, City Chevrolet, in San Diego. They are located in a prime location along the freeway and they had the bright idea of printing giant banners aimed to attract attention from freeway buyers. Here’s the problem in my eyes. The sign read, “Pre-owned auto center.” What part of that communication is unique? There is nothing on this banner that would draw me in to the dealership. There is no call to action. Here are some ideas for a banner that might actually draw folks in to the dealership:

Test Drive and Enter to Win a Car

Daily Giveaway

0% Financing on Pre-Owned Vehicles

It’s not only time to make sure all messaging is unique and includes a strong call to action, its time to get creative. For example, what if Chevrolet as a whole partnered with Hot Wheels to develop a line of Hot Wheels for every Chevrolet model on the lot, which was then given away to visitors to the dealership. I think Hess Gas Stations used this model and developed a collectors following for Hess Trucks.

Here’s an example of someone doing well in this economy. A local realtor is advertising a Shuttle tour of foreclosed homes in San Diego. According to the realtor, for every tour, they close on 3 home sales. This is an example of pro-active marketing. They are taking initiative to connect with the home buyer and help them find great deals. They even purchased a domain that clearly defines their promotion.

So, the message is to think long and hard about your marketing communications to ensure they have value. Don’t state the obvious. Be clear about your offer and think of creative promotions. There is no reason you cannot be successful in an economic slow down with the right strategy. A run of the mill campaign isn’t going to get you very far.

Happy Thanksgiving!

Direct Mail Quick Tip

PopularMKTG — Tue, 04 Nov 2008 04:20:03 +0000

For all those planning direct marketing campaigns, I have quite a bit of insight to share but here is a quick tip. I once worked in the magazine industry (for 5 plus years) and discovered how to truly optimize a direct marketing campaign. Here’s the best tip I have just to get the ball rolling using magazines as an example.

Once you find a good list broker, like Lake Group Media, work with them to find the right list. In this case study, since we are ideally looking for people who like to read magazines, it makes sense to rent a list of current magazine readers.

Tip 1: Make sure you find the right audience to target. Ex. If you are looking to acquire subscribers, target current magazine readers. These are people who are predisposed and are likely to subscribe to your magazine.

Using the same example, pull the rate cards showing demographic information for each magazine and match your magazine demographic to the potential list demos.

Tip 2: Make sure you have access to and are targeting a like demographic.

These are basic, common sense strategies but remember, my goal is to help small business owners who may not have experience in direct marketing.

Tip 3:Keep the message simple. Ask for the buy and communicate value and urgency.

Tip 4: Network with people in your industry and ask for samples of there direct mail campaigns, the lists that were rented and their performance! This will help tremendously as you develop your campaign from start to finish.

If you use multiple lists, make sure to use a unique tracking code on each order form so that you will know which list performed best. Then, you can dip into that list even more next time around!

Using common sense methods and doing your homework in the industry (note: sales people love to give information about strategy!), you can achieve a 4% and higher ROI! Also, don’t forget to target existing customers – that’s by far your best bucket (audience) to target and you will see 10 – 15% ROI.

Well, that’s it for now! Good luck.