In the past we have discussed trends found in the Content Sharing Matrix. One of these trends is giving more control over the content to the consumer, which then increases the likelihood of that content being shared. Giving consumers control means that they can either customize the content or publish new content based on a template or guidelines.
There are likely a number of reasons this tactic works:
The real meal of chips and salsa is the salsa. The chip is just the vehicle that brings the delicious salsa flavor to your mouth. No one eats just chips. They are hard, flavorless and have little to offer your taste buds. Doritos knows that! They pack their chips full of flavor. So much so, it changes your fingers colors and people go crazy for them. Don’t be mistaken, people don’t buy Doritos or chips AND salsa for the chips. Continue reading “Is your product a chip or salsa?” »
The content matrix below describes a 27 types of content that you can create that fit conveniently into 4 categories; Entertainment, Inspiration, Education, and Convincing. Whether your brand is B2B or B2C, you can create a variety of content that ignites action in your consumers. These content ideas connect with your consumers in either emotional or rational ways to build awareness and drive purchases.
I recently had the pleasure of sitting down with spanish wine enthusiast and gardening pinner, Mary Ann Rounseville, to talk about getting the most out of Pinterest. Mary Ann is passionate about communities and brought together passionate pinners on Pinterest. However, passion is only the start to a successful presence on Pinterest and during our conversation, Mary Ann talked about a few tactics that make the difference between being on Pinterest and being successful on Pinterest. Here are three tactics for more success on Pinterest.
First of all, who cares about “Likes” on a post? FB engagement is the low hanging fruit in the social world. It also doesn’t mean ANYTHING unless you have a specific goal in mind for the stories it generates about your page. You can add virality and reach to the shortlist of metrics that don’t translate to social media success, too. They are simply short-term “health” metrics.
Secondly, this infographic is a gross overgeneralization of engagement monitoring. The quote at the bottom of the image “Just because activity peaks at certain times, doesn’t mean those are the best times to post.” pretty much says, “Our infographic a load of crap” None of what is on this image is true for the majority of brand pages. The notion that images do better on FB the only glimmering light of truth, but that statistic varies based on industry, page size, and fan quality.
You want to know the best times and days to post? Download the last 180 days of your brand page posts and run the analysis yourself. Or if you need help, ask me. I’ll do it for you in 30 minutes and you won’t need to worry about even looking at the infographic below.
The tweet stirred up a flurry of feedback, everything from praise to jealousy. Studies show that the top two reasons user follow a brand online is for either coupons/giveaways and exclusive content. However, this customer service offer was just a joke. Applebee’s successfully used sarcasm on the internet and only upset a few people.
.@applebees @robdelaney YOU JUST REPLIED TO HIM CUZ HES A CELEB I TWEETED YOU ASSHOLES ALSO THX NOT
Well, according to the Harvard Business Journal article “Why Most Product Launches Fail“, there are actually 40 reasons your product launch will fail anywhere from the pre-launch through the launch phase. A majority of them relate to marketing. Just another reason why “Marketing is a part of Everything”
1. No market research on the product or the market has been done.
2. Most of the budget was used to create the product; little is left for launching, marketing, and selling it.
3. The product is interesting but lacks a precise market.
4. The product’s key differentiators and advantages are not easily articulated.
5. The product defines a new category, so consumers or customers will need considerable education before it can be sold.
6. The sales force doesn’t believe in the product and isn’t committed to selling it.
7. Because the target audience is unclear, the marketing campaign is unfocused.
8. Distribution takes longer than expected and lags behind the launch. 9. Sales channels are not educated about the product and thus slow to put it on shelves. 10. The product lacks formal independent testing to support claims. 11. The marketing campaign is developed in-house by the manufacturer and lacks objectivity. 12. The product is untested by consumers; only the company can assert its benefits. 13. The website is the primary place to order, but the product description is unclear and the site isn’t fully functional.
14. The product is launched too hastily and doesn’t work reliably. 15. The launch is aimed at the wrong target audience.
16. Supplies of the product are insufficient to satisfy orders. 17. The product is launched too late for its key selling season.
18. The product doesn’t fit into any key selling season. 19. The manufacturer’s claims can’t be backed up.
20. A governing body (the FTC, the FDA) pulls the product, citing false claims.
21. The product is given a limited “trial at retail” but without public relations, marketing, or promotion to “turn” it. 22. The product is launched without influencers to promote its efficacy.
23. The launch budget is insufficient to “pull” the product off the shelf. 24. The product has no trained spokesperson to educate the media.
25. Management launches the marketing campaign before distribution is complete. 26. Management has promised the board and stockholders an instant hit without considering how much time is needed to educate consumers about the product. 27. The ad campaign is untested and ineffective.
28. The launch campaign depends solely on PR to sell the product.
29. The company spends the entire marketing/advertising budget at launch, so no funds are left to sustain the campaign.
30. Company executives underestimate the value of Twitter and Facebook. 31. Retailers are given no incentives to feature the product. 32. All marketing dollars go to advertising and public relations, none to social media.
33. Line extensions aren’t test-marketed as thoroughly as the original product, so they fail. 34. The product is launched to capitalize on a fad that soon fizzles. [market trends] 35. The product design is unique but confuses consumers, who don’t understand how the product works. 36. The spokesperson is a bad fit with the product, creating a discordant message. 37. The product is priced too high for mass adoption. [market positioning]
38. Consumers are unclear about what demographic the product is geared toward. 39. The product is manufactured offshore; quality control issues result in negative consumer feedback and product returns. 40. The ad campaign is launched before the sales force is fully briefed, so customers know more than salespeople about the product.
Aside from product development and design budgets, marketing is involved. Just consider all the places and times your product touches the consumer. Each of those moments is an opportunity to market – and it better be doing a good job!
I gave Google Drive a fair, one week test period and it has not proven itself! The experience me asking for more – or at the very least matching what already exists. So, it is being dumped and I’m going back to me ex, Dropbox. And its for three simple reasons.
1. No iOS. I used my iPad frequently in business meetings to pull up docs, which I previously stored on Dropbox. Google Drive doesn’t have an iOS app. This is a big issue for all Apply users.
2. Google Docs. They are not actually docs. The files stored in Google Drive that were sold as “your documents” are still just web based Google Documents. You try to click on them or open them natively on your machine with Microstoft Word and you get a bunch of garbage. You have to open them in a browser, which means if you don’t have internet, you can’t use your docs! Secondly, Google Drive takes up a ton of space on your android phone in the internal phone memory because it stores the files you upload to the device.
Once again Google has launched a product that is not better than existing services. You would think with all their programming power and integration possibilities they could launch a decent product that would actually be worth gravitating to.
Do we need to take the Googlers back to business school and re-teach them the concept of differentiation in a marketplace?
The best marketing gets the consumer involved in the product/service. This isn’t always easy to do, especially when it comes down to pushing one distinct message. In the case of Smart Car they wanted tell the story of how their new drive system is super responsive, but wanted to get the consumer in the car.
In one genius swoop at the IAA in Frankfurt they implemented “Smart EBall” a pong based video game where the cars are the controllers. The promotion got butts in seats and the consumer involved in the product!
This video is one of the best ad campaigns I’ve seen in a while! It gets the audience neck deep in the product, evokes and amazing emotional response and ends with a memorable bang. But its still missing something:
Although this campaign is catchy, it is really only GREAT for the people in the square. The video of this event is interesting, but once its over, then what? This campaign doesn’t lead to anything. There’s no call to action to see the TV shows and there is no attempt to make it viral with social media. The only thing you are left with is the hope that someone else will push the button! – A flash in the pan – So, here are 5 ways that you can improve your great campaigns:
1. Include a social element:
The resistance to doing this is that it may complicate the campaign, but honestly, its fairly easy. Create a micro-site for the campaign that includes other videos, social media share buttons and throw a clever hashtag on it. With this TNT campaign, they should have included the site URL and hashtag on the banner.
2. Gamify your campaign:
This doesn’t have to cost you a bunch of pretty pennies. For a relatively small amount of marketing dollars you could create a site that creates a similar emotional reaction as your live campaign that can be done, over and over again. With a little ingenuity, you can even increase the play time but adding randomization. For TNT, for example, they could create a micro-site that has a button and every time its click, random things happen on the screen. Silly, but easily hours of entertainment and potentially viral.
3. Integrate your campaign:
Take your one idea and chop it into multiple segments and tangents. Invest these tangents into other mediums like print, TV, radio, social, web, video, apps, etc. The TNT campaign only hit two, but by putting it out on multiple channels you minimize your risk and extend the reach. For instance, TNT could put a print ad out that has a big button on it, has the caption “What Pushes Your Buttons?” and leads them to the micro-site, or has a QR code that brings viewers to this video.
4. Include your consumer:
Extend the emotional response and get your “man on the street” action on. After this great show, someone should be running around interviewing the witnesses and THAT should be put on the web. By including your audience and part of the campaign, you have captured their excited and now invested them into the campaign. They will be more inclined to share it with friends and this also gives your brand more transparency.
5. Create a competition:
Using the above tactics it would be easy to create a contest around your campaign. Contests definitely need to be integrated these days and are a direct line to your consumer, so they will be involved. A contest in itself is also a game. For TNT, they could do a video contest of people explaining what they think should happen when the button is pushed. Then actually create that scenario, grant the winner a prize and push the video out.
I love great campaigns like this, but hate to see them stall because the agency wasn’t thinking big enough or allowed to act on the bigger ideas. The TNT campaign as it stands is more or less hyper local, especially since the above video isn’t getting as many views as they had hoped. Don’t smother your creative talent and make great campaign even greater!