Get Them and Keep Them

And You Call Yourself an Ad Agency?

Two days ago, Saturday Nov. 15, Motrin released an ad that caught the wrath of the social media community. It was designed to appeal to moms, who carry their babies in slings, wraps and Baby Bjorns. But it backfired.

By Saturday night, the ad became one of the most tweeted subjects on Twitter, (a networking tool where people write 140-character messages). Moms, from all walks of life, were outraged about the tone, wording and thinking behind the ad, which suggested that wearing babies were fashion statements, and that moms did this, despite feeling  back, neck and other pain.

By Sunday, several YouTube videos appeared, with moms saying things like the ad "was disrespectful... and we should take our buying power somewhere else." Bloggers also started calling for a boycott of Motrin, according to the New York Times.

But what is most appalling to me, as a marketer, is that the ad agency that created this ad didn't know much about Twitter, per the Times article. In fact, the Times article said:

"By Sunday afternoon a few bloggers and tweeters had gotten the ad agency that created the ad on the phone, to find they didn’t know a lot about Twitter and didn’t seem to have a clue that there was so much anger piling up online."

Say what?

In this day and age, it's INEXCUSABLE that an ad agency - and marketing team - not monitor the social media conversation about their brand. It's so simple to do so, and yet so effective.

Tweetbeep, for example, can send you alerts every time your brand is mentioned on Twitter, (or whatever keywords you suggest). In fact, I have alerts sent to me whenever someone responds to my tweets.

There are also blogging tools and Google alerts that  can  provide you with posts and articles that mention your brand.

So, the fact that the ad agency, and the marketing team, was in the dark about all this online chatter is just beyond belief.

I wouldn't hire them.

In fact, I wouldn't hire a marketing manager or coordinator who didn't use Facebook or Twitter, or read blogs regularly. As this Motrin controversy shows, online conversations have a tremendous amount of influence on the brand.  And not being savvy about blogs, online networking, social media tools, etc. is a kiss-of-death in my book. 

Oh, feel free to follow me on twitter: @jdlugoz

Technorati Tags: Motrin, social media, Facebook

You Don't Have to Be Angelina - Just Add Your Photo!

I'm as self-conscious as the next gal. I can give you a litany of complaints about my looks. But, I do feel strongly about one thing: it's really important to add your photo to all your online business postings.

I don't say this because I'm in favor of beauty contests. I say this because it adds another dimension to that online post, forum comment, etc. It also makes you more approachable.

Isn't it much easier to call or email someone that you feel some connection to? And, knowing what the CEO, Sales Manager or Marketing Guy looks like, removes one barrier in the get-to-know-you process.

So, forget about Angelina. Put your photo online.

Technorati Tags: Facebook, online marketing, Linkedin, social media, blogging

Participate in Social Media?

When I was single and hoping to marry, friends and family constantly told me to "go out and socialize." Some suggested church, others said I should go to the gym, others recommended restaurants/parties, and the list goes on.

While there was a hidden agenda of finding a spouse, no one recommended that I visit these places with the mindset of finding a date. Instead, they suggested I just have fun. After all, it was far better than sitting at home. And, you never know whom you might meet.

Well, now that I'm married with three children, I'd like to offer that same advice for businesses that are not yet participating in social media, like Facebook, Twitter, Linkedin and others. These are all great places to network with others who have similar interests or needs. And, they are often wonderful ways to stay in touch with clients/customers, and tie them closer to the brand.

Of course, there are behavioral rules for social media participation. Like dating, it's a bad idea to focus solely on one thing, in this case, lead generation. After all, you wouldn't walk into a party and tell everyone your goal was a date for next Saturday night. No one would take you seriously.

Instead, you should just introduce yourself the same way you would at a restaurant, party or beach. And then let the social media relationships flourish. (For ideas about how your company can participate in social media, see post: Staying Top of Mind in a Bad Economy)

Will this networking turn into leads for you business?  Very possibly. You don't know whom you might meet via your social media relationships, and you also don't know how many customers you might save just by staying in touch. 

Thus, the social media effort is a bit of a risk, because it could take time and effort that could be used for other business generating efforts. And quantifying the benefit is a bit tricky, although doable (especially if you tie it to boosting your website traffic, or reducing customer care calls).

But one thing is for sure: Social media is an increasingly good way to network and stay top of mind with potential customers for some businesses. (If your customers and prospects don't participate in any form of social media, then it might not be right for your company.) It's less expensive than traditional advertising strategies, and it's very likely your competitor will do it at some point, potentially gaining more visibility than your company.

So, instead of sitting at your office minding your website, and doing all the traditional marketing activities, you should definitely consider adding social media to your marketing mix.  Mr.Right - or many Mr. Rights - may very well come along. 

Technorati Tags: social media, Facebook, Twitter, Linkedin, networking, marketing

Blog Action Day - Little Efforts Count (like brand building)

Today, October 15th, I'm participating in a social media event called Blog Action Day. Bloggers the web over are writing about the environment in their own voice, with the hope of paving the way to a better future.

So here's my take on it:

Like building a brand, every little thing counts. Not using a Styrofoam cup at lunch makes a difference. Recycling that piece of paper has an effect. Changing just one of the light bulbs in your house to compact fluorescent makes a dent. Each little effort adds up.

In fact, I believe that all these tiny steps have a massive impact on ingrained behavior, as well as what people think and do. It's a lot like building a brand. Every touch-point  and every action counts. So, put a little thought into what you do. In this case, the brand of Planet Earth is at stake.

P.S. If you want a little inspiration, check out this video. This company, Simple Shoes, built its Green Toe brand on recycled, bio-degradable products.

Technorati Tags: Blog Action Day, brand building, marketing, Green Toe, Farmers' Almanac TV

Lies Agencies Tell

If you want to laugh - or cry - try reading this post about the ten top lies PR firms tell.  Over my  marketing career in three start-ups, I have heard four of these 10 lies (although in some cases, I heard it from the ad agency or the web dev firm.).  Most occurred early in my career.

My comments are in pink.

Here are the four I have heard:

1) "Our agency has deep experience with technology companies like yours."
Never mind the fact that likely 90%+ of that collective experience no longer works at the agency, having long ago moved on to competing agencies or retired/passed away.

About 10 years ago, when I was launching a wireless PCS start-up, the company's COO was given the final vote in the ad agency selection process. He opted for a firm that had "deep" cellular experience. Unfortunately, the competitive landscape had changed dramatically in the interim, so the agency's experience was minimal at best.

2) "This is such a terrific product/service!

Part of public relations is managing clients' expectations. Not all products and services are newsworthy; some will appeal only to a niche market. Others are entering a market that's already over-saturated. But many agencies are scared of telling their clients the truth, fearing they'll lose the business. Instead of functioning as a strategic advisor, they act like an over-eager suitor on a first date.

In my case, the ad agency (selected by the COO) believed its own hype about our new PCS service and developed a campaign about how we were setting the bar higher for minutes, service, etc.

When we launched our service, we had many customer experience problems, and couldn't meet the expectations set in our ads. Fortunately, we recovered, but only after dropping prices dramatically.

3) "Your account is in the best possible hands..."

PR firms often bring their best, brightest and most articulate stars to the pitch and imply that this is the talent working on an account that bills $3-5K per month (at most). How many times have you heard that senior staff will be pitching the media on your behalf? Meanwhile, back in the real world, a junior account exec, or one with limited experience, is handling your account and has no idea about your company or technology.

To help us build the buzz about our new PCS service, we (again, it was the COO) hired a PR firm that had strong experience in the markets we served. Initially, the PR work was being handled by junior staff. After we confronted the PR firm's owner about it, she got involved and actually did more harm than good.

(As a footnote to all this, the COO didn't last very long).

 

2) "We know Web 2.0"

More and more PR firms are offering clients help with podcasts, promoting and writing blogs and   writing social media releases carefully optimized to ride high in search engine results. That's great, assuming the agency has real expertise. There are plenty of blogs that were guaranteed to "ramp up your SEO" that remain languishing, unread in the backwaters of the Internet. And you can podcast until you're blue in the face without seeing any improvement in your site's page rank. Run away fast from any agency that suggests Twitter or a social network can magically solve all of your PR problems.

To be fair, my predecessor hired the web dev firm. So I wasn't involved in the selection process and I don't know exactly what was promised. However, I did hear that the agency was hired because it had industry experience. That was indeed true, but after a week of working with them, it was clear that they had little experience with Web 2.0 and didn't even know what "SEO" stood for.

Technorati Tags: lies, PR, ad agencies, web, web 2.0

B2B web sites must appeal on an emotive level

One of the things that amaze me when I see many B2B sites is their attempt to keep their sites results-oriented, fact-based and highly rational.

While certainly those are all great attributes, there is some need to appeal to me - and other prospects - on an emotional level.

In all levels of the organization, people buy from companies they trust. They buy services that they think, or know will perform, based on the criteria the company presents. But they also factor in what I call the "hero" concept, as in: "Will this purchase make me a hero?"

The Author of Brands Matter in B2B Markets succinctly points out:

In the early-to-mid 1980s, IBM did not have the best computer systems or pricing. "Big Blue," however, became the enterprise systems market leader because you never got fired for buying IBM(same with Cisco today). IT Directors "bought" a relationship, company, reputation, service, people, assurance. In other words, they bought goodwill or the brand.

Recent advances in neuroscience support the notion that buying decisions in B2C and B2B spheres are largely based on irrational impulses often unknown to the buyer. For example, the IBM customer was strongly motivated by job security and peace of mind. Today's B2B customers may articulate their need for ROI, higher performance, a better mousetrap. Yet, they really want to avoid doing business with "an Enron"; they want a name or people they can trust; and they to buy from a "leader." Strong brands play to these important drivers.

Of course, a company's web site is a reflexion of its brand. So if the web site is sterile, chances are the brand is sterile too. Thus, when B2B companies analyze their web stats, and wonder how they can boost their CTR, page views, and site traffic, they might want to look at what their overall brand conveys first.

Technorati Tags: B2B, branding web stats B2B web sites

Bounce Rate is a Sexy Metric

The article  "Bounce Rate as the Sexiest Web Metric ever" in MarketingProfs.com was not only 100% accurate, but a masterpiece. It carefully detailed the glorious insights that a bounce rate provides webmasters and marketers.

In short, a bounce rate measures the number of folks who visit your web site, or a page on your web site, and leave immediately.

I have heard that bounce rates above 40% are alarming. However, I think any good marketer would keep their eye on the bounce rate (for the site as a whole and individual pages ) - and always try to lower it. After all, it says that people are engaged with your site and content - and are taking the next steps in the funnel.

The author correctly points out that bounce rates should be used to:

1) Measure the bounce rate of your Web site

2) Measure the bounce rate for your traffic sources.

3)  Measure the bounce rate of your search keyword

4) Measure bounce rate of your AdWords, AdCenter, YSM (PPC) campaigns

Of course, all metrics are great. I just think bounce rate is one of the best ones out there. Any thoughts?

 

Technorati Tags: online marketing, bounce rate

Re-branding is more than changing your logo

I recently got a bill from at&t, and entered re-branding hell.

You see, my husband and I pay some of the bills for my in-laws. They have at&t for long-distance calling, and had BellSouth for local calling. But then BellSouth merged with at&t. So, now we get two at&t bills - one for local and one for long-distance calling.

There's nothing new or innovative about the at&t local calling service. The cost is the same. The customer service is the same and the bill looks the same. The only difference: there's an at&t logo instead of BellSouth.

When I spoke to customer service about all this, they told me they couldn't consolidate the two bills. I would have to continue paying them separately - and make sure that each was credited to the proper account because each has its own account number and send-to address.

The result, I have entered re-branding - not to mention billing - hell.

Of all companies, at&t should know that re-branding should be more than changing the color or size of a logo. It should represent a better, more exciting value proposition for both new and existing customers. Sadly, in this case, re-branding represents a hassle, and thus, a diminished value proposition.

It doesn't have to be that way. Consolidating the two bills is a logical place to start. Offering better, more competitive and valuable telecom services, would be another good step.

So listen up at&t - and other companies who are re-branding. Before you embark on campaigns to reinvigorate your image, try thinking about ways you will be able to serve the customer better, faster or or more effectively.

After all, the brand is all about what you deliver (or customers think you deliver), not what your logo looks like.

Technorati Tags: at&t, rebranding

New trade-offs?

Link: Don Dodge on The Next Big Thing: The new way to launch your product or company.

Don Dodge writes an insightful article about how there's a new way to launch new products/services. He states:

Big money and influential VCs are no longer a requirement to launch a company or product. The price of software, hardware, and bandwidth has been reduced by a factor of ten, or more, since the late 90's. Open source software, free web services, and super cheap hardware have made it possible to start a business for pocket change. Many entrepreneurs are self funding all the way to cash flow, or even break even.

The web, and more specifically blogs, have made it simple and cheap to promote your product. And it can all happen in 24 hours...without ever leaving your computer screen. This is transformational. It has been happening gradually over the last 5 years so we haven't really noticed how dramatic the change has been. It is huge.

Yes, this is all very true - and marketing needs to take note. Hiring a PR firm to "flak" stories, or spending money on traditional advertising may not be required to get the word out.

However, anyone who has ever worked for a start-up will tell you that there's always a shortage of people, time and money. Everyone wears multiple hats, works 16-hour days and saves their pennies.

So, while pinging "A" list bloggers, routinely posting comments on targeted web sites and pursuing a WOM strategy is indeed "free", there is a big trade-off. It takes a lot of time and energy.

Marketers must decide: Is it more important from a marketing perspective to spend time blogging (to get the name out) or building a product with a better customer experience?

What is the right trade-off?

Technorati Tags Customer Experience Word of Mouth Brand Building

Make your Testimonials Work

Link: Creating Passionate Users: Rethinking testimonials.

"A great service," says Martha X.

"Really fast," says Kenny G.

I kid you not, those types of testimonials are often used on wireless broadband web sites, particularly small WISPs. Not only are they shallow, but they are unconvincing. Who can believe a customer that doesn't give their last name for a productivity enhancement tool? 

Don't get me wrong. I strongly recommend testimonials, but only when they are done correctly. I believe testimonials for a consumer product or service work best when they have the endorsee's full attribution and comments about how he/she used the product or service to get their work done more efficiently, quicker or for less cost.

As Kathy Sierra puts it in her post,

"... wouldn't users rather hear how other users--people just like them--have used it to kick ass in some way?"

So next time your mobile phone or broadband wireless company considers putting a testimonial on the company web site, make sure it includes the endorsee's full name and teaches other customers  how they benefited from it.

Note: I do believe that anonymity on testimonials is ok in certain B2B circumstances, like consulting services. For example,  I don't think many consulting companies could get fully-attributed testimonials from a company that hired them to fix their billing system.

However, even without the full attribution, I still think the testimonial should speak to the benefit of hiring the consultants and the results that were achieved.