Archive for the ‘Digital Marketing’ Category

h1

Real Time Marketing is a Myth

March 24, 2014

here is the article I wrote for the march Issue of RSVP MN Magazine. It originally appeared here.debunked

It has been the hottest marketing jargon tossed about since Oreo jumped on an opportunity at the 2013 Superbowl when there was a power outage to let their audience know it was still “OK to dunk in the dark.” The tweet went viral and was the most retweeted post (15,000 retweets) by a brand during the Superbowl. Everyone was super excited, especially marketers. So much so that brands spent hundreds of thousands, and even millions, to be the brand with the Oreo moment at the 2014 Superbowl.

Company’s like Papa John’s, Doritos, Verizon, Jaguar, JC Penny, Butterfinger and Reese’s all tried to get into the real time game. They tried to post about plays as they happened or predict outcomes, really without much success. The winner apparently was the Esurance commercial after the Superbowl which announced a million dollar giveaway in exchange for retweeting a hashtag. While the benefits of buzz and awareness do have some value—more social media followers were gained—the bottom line, from Oreo to Esurance, is what has been the conversion of new business dollars from this? Something no one seems to want to measure.

There is of course a better tactic. I propose you do the one action on social media that actually could drive your business forward: perfect the art of real time listening. As of 2013, according to PEW Internet, less than 50 percent of brands and businesses monitor the online activity that mentions them. How can you ever respond to and service your audience if you are not listening to them on the channels they prefer to communicate?

The same PEW report also indicated that more than 90 percent of consumers using the internet for business transactions expect not only that the brands and businesses have a presence online, but that they can interact with them online as well. For too long social media’s focus and intrigue to the C-suite has been its potential to drive sales. The real value of social media though is the ability to perfect and enhance your customer service. There are three steps you can take this year to perfect your real time listening skills:

1. Monitor the channels where you have a presence.

You need to listen, engage and respond to followers on all of the social media accounts you have set up for your company. All of these channels have the ability to push notices to the person managing your account. There are even management tools that will pull all your accounts into one tool, such as HootSuite.

2. Monitor review sites and the general internet for mentions of your brand or business.

Whether you use free tools or hire an outside firm there are different levels of monitoring that can be done. For some brands 24/7 monitoring is needed. For others it can be a daily or weekly situation. The tools can provide you with information as frequently as you would like it to give you reports.

3. Integrate customer service into your social media team.

The final piece is the human element that can respond to the information gathered during the listening. Put into place guidelines for response to customer issues. Empower your team to take action to a certain point to satisfy your customers as quickly as possible, but also have a plan in place where problems that need escalation will receive attention in a timely manner. Larger corporations are forming communication command centers that can achieve this, or are outsourcing to firms that provide these services.

Real time marketing will have to be able to be measured as converted sales dollars if it will ever be successful. While we wait for that to happen, if you aren’t even participating in the conversations by listening to your channels, you will miss any opportunity that arises in those conversations. Are you listening?

h1

Five Tips You Can Learn From Food Trucks to Become a Better Tradeshow Marketer

November 4, 2013

This article also appears in the October 2013 Issue of RSVP MN Magazine. Click here to read it there.RSVP FOOD TRUCKS BLOG

Food Trucks have invaded your city. They park on busy streets in prime locations ready to serve their tasty wares, and have become quite successful in the last few years. Food trucks have been around since 1974 when Raul Martinez converted an old ice cream truck into a taco truck and set up in front of a bar. So why have they become so hot today? Their success is that by default, and the factors that shape their daily existence as a business, have forged them into razor sharp marketers. They leverage all the marketing tools available to them in their changing location each day. They have mastered the three tools that help them succeed in reaching their business outcomes through leveraging social, mobile, and local marketing. The following five skills they have learned can help you become a better tradeshow marketer:

Leverage or Overcome your Location It all starts in the planning. Food truck owners study maps of the cities before arriving, they determine foot traffic patterns, nearby attractions, and areas where people congregate during their hours of operation. You have that same ability in assessing tradeshow floor plans to determine where best to place your booth. If you are stuck in a poor location, you must use more tactics to draw your audience to you. You need to have a more disruptive or appealing presence to call out to your audience and draw them closer to your space.

Focus on Just in time messaging and Perfect the Limited Time Offer (LTO) You are in a tradeshow for a limited time. Messaging is best to capture attention or conversions right there as studies have shown that the further the time passes after the event before a sale or conversion happens, the odds of an actual sale or conversion decreases drastically. To a food truck, that means missed profit; what does it mean to your bottom line? If you are making a limited time offer for goods or services, make sure it is the best possible deal to induce the customer to become interested and buy right there. Many food truck operators know that missed sales on a day because of pricing may mean they can’t open their doors tomorrow. Imagine if that was your motivation during the show.

Maximize your presence locally on Social Media Channels Food trucks comb social media channels well in advance just like they would assess a map. They identify the powerful social influencers in the area they are going to be and try to engage and entice them to pass their messaging on to their followers. They follow local trends and keywords and try to leverage those in their messaging.

Align with like-minded businesses that won’t cannibalize your market Food trucks often partner to create their own mini event inside an event. Often creating a team effort to pull off creating a mobile food court. With the premise that a larger crowd of purchasers will be attracted, and that there will be a diversity of flavors and tastes, two or three will partner with the goal of raising the sales for all by attracting a larger group. The same tactic can work successfully in trade shows as well. Partner with synergistic vendors to draw a larger crowd and group of prospects to your area of the tradeshow. Banding together with others to cross promote, or sponsor a speaker or side event at the trade show will help you to stand out from your other competitors and can also allow you to have a larger presence than you may be able to have on your own.

Assess, Learn and Build relationships that will grow your Success Next Time Data is king. Building records and databases of places, vendors, venues and people in each city, will help you build quickly and exponentially each year. This is imperative in tradeshows that are stationary and annual. Learn what tactics worked, and where energy was wasted. You can change or replace these tactics for the next time. Food trucks build fan bases by returning often to locations that are lucrative for them to visit. How can your brand establish a fan base as well? Continue to show up with some sort of frequency. If one tradeshow is good for your company in an area, are there other shows there as well where you could have some form of presence? If so, then building your frequency of appearances in that market will increase your foothold there as well.

The keys to success in these situations is remaining nimble, innovative, and have the ability to strike quickly when the opportunity presents itself. You can use the same tactics of food trucks to maximize your presence and success at tradeshows. You have a limited amount of time to drive as much business as possible, and the clock starts now.

h1

The Paula Deen Effect and your Business – The Perils of Influencer Marketing

July 2, 2013

rsvpmn-logoToday I contributed a guest blog/article to RSVP MN Magazine. Here is the post also a link to the post on their site:

The Paula Deen Effect and your Business – The Perils of Influencer Marketing

By Christopher Lower, Co-Owner and VP of PR, Marketing, & Social Media for Sterling Cross Communications

For many years we have come to learn of the power that celebrity influencers have on businesses. It’s one of the hottest terms in marketing today: Influencer Marketing. Businesses are looking for that lift that can be achieved when a person with a huge audience on multiple communications channels speaks fondly of your service or product and endorses it to their audience. In the most wildly successful cases, it became a phenomenon called the “Oprah Effect” due to the frenzy of business activity a company would receive when mentioned on the popular Oprah Winfrey show by the host herself.

On the negative side of the spectrum would be what has been happening in current events and could be ascribed as being victim to the “Paula Deen Effect”. In this case, the person of influence has become associated with a negative event and has triggered a wave of impact across several businesses that were connected to her, either as a direct working relationship, or in an endorsement relationship. Because of her negative online reputation, and current public perception of her, any brands that are tied to her are suffering. There has been a massive wave of companies scrambling to distance themselves from her brand, many of whom have been intrinsically tied to her popularity in the past.

To be completely fair, Ms. Deen isn’t the only influencer to have a negative impact on brands when a scandal has been tied to their reputation. How easily we forget those like Lance Armstrong, Tiger Woods, and so on.

This current case is only greater proof of how important the public perception of your brand and reputation is online. It affects the bottom line, and can impact the stock prices in public companies. It could be your greatest weakness and many companies don’t even know how they can protect and defend their online reputation.

Because of the nature of social media users to have an extremely short attention span, people are more willing to perceive what they find on search engines to be the true nature of your business. You are what Google says you are. Sadly, you are also only as good as the latest and highest search engine ranked review.

As “The Deen Effect” demonstrates, you are also affected by the online reputations and perceptions of those people associated with you. These range from your vendors, suppliers, resellers, channel partners, employees, board members, and anyone else that impacts your brand. Their negative reputations can harm you online as well. You may not have “celebrity” endorsements, but you do have influencers inside and attached to your company. You no longer can afford to not monitor your own company and brand, and it would also be beneficial to monitor the reputations of those associated with your brand where you rely upon them to conduct your business.

Many businesses are scrambling to put together teams that can respond to these new crises situations. These issues may occur across multiple communication platforms in an instant, and can go globally viral in seconds. Traditional PR professionals who don’t have both the crises communications skills and a mastery of social and mobile technologies are obsolete. Using interns to solve the problem is fine for their knowledge of social media tools, but inadequate to deal with the crises communications. You need a team experienced in both that can respond immediately 24 hours a day, every day.

h1

The Easiest and Quickest Line Item cut you can make to your Marketing Budget to save money in 2013

December 12, 2012
The Yellow Pages are dead. Cut the deadweight from your Marketing

The Yellow Pages are dead. Cut the deadweight from your Marketing

If there is one thing you should rush to do to stop any useless dollars being spent in your marketing budgets now and for the future is to end all money spent with Yellow Pages (yes including those that claim to be “online” these days). It is time to put these paper behemoths permanently in the recycling bins!

According to pewinternet.org, 14% Of the American Population even knows what the Yellow Pages are! 1% Of Americans will ever search for a business in the Yellow Pages. The Yellow pages of today are online business directories such as Google Places, Linkedin, Yelp, and Facebook. All of these sites have options for businesses to set up business accounts with a basic listing always being free of charge. There are of course customization and enhancements to your listings such as running optimized targeted advertising, posting product photos, and video.

The traditional Yellow Pages companies have made the migration online, and Qwestdex (Dexonline) seems to be the most aggressive and capable, yet there is a major problem. They are extremely far behind these other platforms in the areas of SEO. It is rare to find unpaid Dexonline listings ever appearing in the top ten listings on Google for a business. I would love to revisit them in the future, as I am always rooting for businesses to reinvent themselves to survive in the new economy. For now, when it comes to Yellow Pages advertising in any way shape or form, my advice is that from the one-hit-wonder band of the 80’s;  Slade and their song “Run Runaway!”

Follow

Get every new post delivered to your Inbox.