Hasta La Creative!

Advertising lives at the top of the customer experience funnel. Thus, it’s important to make and run great advertising. It’s equally important to realize that no matter how high quality the ads, and how spot-on the messaging is, advertising is only one of several important parts of the customer’s experience journey. Smart brand managers use […]

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Have you heard of Hootsuite Academy? I recently discovered the software company’s array of educational offerings—including both free and paid social media courses. Hootsuite Academy offers social media training for teams and individuals. The training regimens appear to be a smart brand extension and a deep dive into brand utility (that flawlessly connects back to […]

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What exactly does “digital transformation” mean and why should we care? It means that people are discovering and interacting with brands in new ways, putting an onus on agencies and clients to evolve. Specifically, the data-driven digital world is challenging marketers to find more effective engagement strategies throughout the marketing funnel. It demands new skill […]

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Content marketing has been around since John Deere started a magazine for farmers in the late 19th century. For the past 10 to 12 years, the discipline has come back with a furry, as digital reawakened the opportunity in long-form brand and multi-platform storytelling. The changes have been disruptive, and many clients and agencies continue […]

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For most new entrepreneurs, the primary source of ideas you’ll enact will come from your competitive analysis. That’s a snazzy way of saying you’ll look at what more established companies in your space are doing, and you’ll copy them. There’s nothing wrong with this early on – that’s one of the primary ways we as […]

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Once upon a time, I lived in Chicago and I spent some time freelancing for Frankel. Bud Frankel was a pioneer in sales promotion, and I thought it was pretty cool to see him walking the halls as Chairman of the firm he founded, led and eventually sold. The sales price in 2000 was estimated […]

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Some ten years ago, I was a fledgling amateur of website design so it went without saying that if I could get a business owner within earshot then I would be pitching them ideas. It was astounding how resistant individuals were about the simple idea of taking their business online.

Today is a different story.

You now have business owners practically falling over themselves seeking services because it finally *clicked* that “yeah, maybe this online thing is a good investment” and so now they are laggards when it comes to the important items like search engine optimization, social, content marketing, and the various types of advertising.

The game has changed (as they would say).

It’s no longer a matter of slapping together a website, placing in keywords, and building some links like it used to be (though if they had listened it would have certainly given them a solid foundation for today). The sheer volume of work needed to compete in the digital landscape is mind boggling; it’s also highly confusing for those business owners that once had confusion about the idea of a simple website.

A recent example of a game changer is what Dan has to say about the need to continually produce content. There is always an underlying debate about quantity vs quality but the shift has seemed to have happened and what web users want is more.

• It’s why Buzzfeed continually churns out articles at a lightning pace
• It’s why there are so many “viral blog” copycats
• It’s why the number of YouTube video uploads increases every day

People want more content and this is a big win for businesses that can keep up the momentum for demand.

Another example of a game changer that is, in my mind, one of the most beneficial (and challenging) is reputation management. The easiest idea to understand the importance is to ask yourself what happens if a lead types in your brand and immediately sees a flood of negative reviews and social updates.

Reputation management is all the more reason why small businesses need to invest in SEO services. An owner may be able to cover the basics but I highly doubt they will have the stamina to (as discussed) create content and marketing/advertising campaigns that help positive reviews reach the top of SERPs (search engine result pages) .

The last game changing example I’d like to bring up is this renaissance of storytelling.

Advertising, marketing, and storytelling have finally begun to catch up with one another again after many years of brute-force tactics (like the infamous pop-up). Today we, as consumers, can follow the brand story throughout the campaign, which creates general interest and real engagement.

You can see this shift in engagement when examining some of the terrific augmented reality campaigns put together by big brands, movie launches, and applications. Simple inclusion of gamification along with on-going storytelling allows people to feel part of the experience, dissolving the barriers many place before themselves when they detect they are being sold a product or service.

No doubt, we will continue to see online marketing evolve by leaps and bounds in the coming years (especially with developments like smart watches, virtual reality headsets, and expansive use of big data). We can hold onto what we know: content, SEO, and storytelling in our advertising.

What do you believe are the big game changers of online marketing?

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I didn’t make any industry predictions for 2014. But one thing is certain to happen: More and more advertising and marketing firms will continue to grab any business they can. Whether they’re competent in a certain type of work or not.

If you’re hiring any kind of marketing firm, it’s always good to look at the DNA of who you’re considering. Start with their website. For example, if you can’t find anyone with a creative background in the leadership section, then don’t expect creativity to be a priority. Don’t expect much PR assistance if there isn’t anyone in upper management trained in it. And if you’re looking for a job, watch out: You also won’t find recruiters or project managers with much knowledge of job roles that the firm doesn’t traditionally hire.

It’s the subject of my latest column on Talent Zoo.

The post Why The Marketing Pie Is Becoming Mush appeared first on AdPulp.

As a business owner, it’s likely that you’re actively investing a significant amount of your marketing budget in the world of online marketing. In fact, it’s likely that your budget for online marketing is increasing year on year, likely leaving less money to invest in offline marketing.

Over the last decade or so, online marketing has eclipsed offline marketing and it’s easy to see why. Online marketing methods can generally be easier to set up and cheaper to embark upon. Clearly, online marketing is an essential part of the marketing mix for any business (no matter how big or small) but therein lies the problem. More and more businesses are stepping away from a “marketing mix” in favour of an almost solely online-based approach.

While this might work well for some, I personally still believe that all businesses should be investing a significant percentage of their budget in printed marketing methods. The reason for this is simple; it can lead to incredible returns on investment when it’s done well.

The trouble is, well, it’s more trouble. You have to design your marketing materials, decide upon the exact printed marketing material you’re going to use (flyers, stickers etc), find a reliable printing company and so forth. This puts a lot of businesses off.

However, with such a rewarding ROI at stake, you can’t afford to neglect printed marketing completely. So, I thought I’d round up a list of what I consider to be the best (in some cases underutilised) marketing materials for your business.

#1 – Stickers

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Much like banners, printed stickers are also underutilised in the modern business world. In fact, I can’t think of the last time I saw a business actively promoting itself using stickers and again, this is a great shame and a missed opportunity in my opinion.

Stickers offer an extremely cost effective way to let people know about your business and ultimately, get your brand out there. If you rewind a few years, some of you might remember that Apple (widely considered to be the world’s best brand) actually used to include a set of white Apple logo stickers along with all of their products. I remember getting these with my first iPod and I also remember sticking them to my personal belongings.

For Apple, this was great. It got their logo/brand out there and made even more people aware of their products. You can do this too in your business.

#2 – Banners

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Perhaps one of the most underutilised forms of printed marketing comes in the form of banners. I don’t know about you, but I rarely see printed banners these days (I see a lot of online ones though!) and I think this is a shame.

Banner advertising can have a great impact when used correctly and can lead to a huge ROI. One of the reasons for this is that banners are so cheap. You can pick up a huge PVC banner from a good printing company for £50 – £100 in most cases; and for this you’re getting a high quality product that is going to be visible from afar due to its size.

You just need to make sure that you follow all of the usual rules when creating your banner. For example, make it colourful, eye-catching and also, make sure there’s a call-to-action (so many people forget this).

#3 – Promotional Calendars

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Chances are that some of you actually have a promotional calendar up on your wall as a lot of businesses/organisations provide these free of charge at the beginning of each year. I know I’ve been sent them in the post before and occasionally, I’ve used them too.

Although slightly more costly than alternatives such as stickers, promotional calendars are another great way to get your businesses name out there and ensure that your target customers/clients always have your company in mind.

Imagine how powerful it would be if you had your business name, logo, slogan and/or contact details on the wall of your target customers office for an entire year. Surely they’re going to keep you in mind if they ever need your services.

It’s a pretty cheap way to get in front of your target customers overall.

#4 – Vehicle Stickers/Graphics

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If you’ve ever hired a plumber or handyman, chances are that they turned up to your house in a van plastered in their branding and contact details. For some of you, this might even have been how you first heard about the company.

Clearly, vehicle stickers are a great way to get your business name out there, especially if you’re providing services/products primarily within your local area. What’s more, vehicle graphics and stickers are pretty cheap. Sure, they might cost you a hundred pounds or so to get done in the first place but in most cases, they last a good few years. Plus, it’s a pretty low cost considering the value of the advertising you’ll get in your local area.

Think about it, you’re likely driving around in your car/van every single day; if you don’t have your branding on your vehicle then you’re wasting a huge opportunity.

#5 – Business Cards

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Last but not least, I wanted to mention business cards. I imagine that almost all of you have businesses cards in some shape or form, but chances are they could be better.

For a lot of businesses, a business card is just a necessity and therefore, it’s treated as such. Most businesses will buy business cards as cheaply as possible and they’ll be pretty basic. I’m talking about your name, contact number and address written in Times New Roman; nothing else.

If this is the case, you’re missing a massive opportunity. Your business card is the first piece of branding a potential customer/client see’s in regards to your business most of the time, so you need to make sure it’s impressive. You also need to make sure that it’s memorable enough for it to actually make an impression on them.

So, spend some time, money and effort on the design of your card and ensure that it’s consistent with the rest of your businesses branding. If not, it’s time to redesign.

Conclusion

Hopefully, this post will have given you at least some inspiration and/or ideas on how to get more actively involved in printed offline marketing for your business. If you think any of these methods would work well within your industry, give them a go. In fact, even if you don’t, I recommend giving at least one of them a go anyway as to be honest, it won’t cost you much to give it a shot.

Remember, if you can combine your offline printed marketing with your online marketing tactics (e.g. by including your Facebook or Twitter URL on your printed materials), then you’re well on your way to becoming a marketing guru!

This is a guest post

The post 5 Of The Best Printed Marketing Materials For Your Business appeared first on AdPulp.

Just because you operate an online business doesn’t mean you can’t take full advantage of local marketing strategies. An online business may be located in the virtual world but business is very much done person-to-person.

Bringing your online business to a local, physical level allows you to radiate your branding from a core location. Each additional mile you add to the circle surrounding your central location exponentially increases the amount of individuals you are capable of reaching. Conducting local marketing efforts within your town/city could provide just as high of a profit gain as your efforts in online marketing.

The following brings it back home – these are five various ideas on how you can hop offline, get into your community, and market the hell out of your brand on a physical plane.

Idea #1: Trade Shows

Trade shows are up there when you’re talking about investing in local marketing but if you want to get into the face of industry professionals and potential clients than look nowhere else because these events are brimming with opportunity.

Trade show listings can be found in just about any local business directory, convention center website, or chamber of commerce. Entry costs will depend on the popularity and industry but once you’re in you can begin hitting the rounds and promoting your business.

A special note to mention is that you want to appear professional if you plan to setup shop. Consider custom trade show displays which will allow you to stand out from many basic setups that you’ll find littered around the trade show floor. Taking this additional investment will draw the attention of those moseying about and glue them to your brand when you present your pitch.

Other investments may include:

• Trade show “swag” like branded pens, tote bags, stickers, and gadgets
• Booth personnel to draw people in and get them hyped
• A budget to treat people to dinner when the show is over
• Business cards – lots of them – to hand out

In all, if you want to meet professionals and qualified buyers than keep trade shows on your list when you want to bring that online business down to a local level.

Idea #2: Meet Ups

People want to be around other people.

Meet ups allow individuals to find and connect with others that share similar interests, ideas, hobbies, and more. People attending can use meet ups to meet new friends, learn a skill, discuss a topic, or simply pass the time with friendly entertainment.

These meet ups are happening all the time which is why it’s worthy of mention for local marketing.

Take a look in your local newspaper, social media circles, or community websites and begin finding local get-together’s that appear to be applicable to your business such as a meeting to discuss your industry, entrepreneurship, or any other business-related topic.

Go off and attend these meetings – casually.

The point of a meet up isn’t to hammer the individuals with your marketing message but, instead, to build a professional network. Show up and deliver great information and conversations and you’ll plant the seed into their mind which will eventually having them come to you whenever they’re in need or just wanted to chat.

Meet ups are often free (minus the cost of paying for food or drinks when you’re out) and it gives you something to do that not only fills your night with good fun but also has the chance to benefit your business.

Idea #3: Fundraisers

BusinessInsider.com’s post entitled The Value of Fundraising may have a focus on venture capital but the ideas and commentary can find its place in any business seeking to leverage fundraising as a means to market their business.

A few ideas worth noting include:

• Fundraising forces you to define and defend your brand
• The ability to hone your strategy and pitch
• Reveal your misconceptions
• Provide marketing intelligence
• Acknowledging that you have the right team

The reason these ideas apply to business stems from the fact that you’re being held accountable on many different levels depending on who chooses to donate or invest. The opinion of an individual that hands over $10 can have just as much power as those shelling $100,000.

Regardless of its success or failure – a fundraiser will raise awareness of your brand within the community and it may provide you with enough exposure to garnish additional leads.

Idea #4: Buzz Agents

Buzz agents work between the lines; they are, in some way, in the gray area of marketing.

Buzz agents are individuals you hire to promote your product but in a subliminal manner. The agents are often handed a product and proceed to populate popular locations to which they casually blend into the crowd all-the-while touting the amazing features of a product and how they feel.

For example:
If your company creates a new piece of clothing you could hire buzz agents to infiltrate popular spots and essentially turn them into walking billboards. You can allow them to go deeper into their efforts by having them interact with others and casually mention the brand and have them share opinions (which are actually your sales pitch in disguise). Individuals engaged with these buzz agents won’t know they are talking to a sales representative and, in some way, may not even notice the item but … it’ll stick.

This form of marketing may sound sneaky or deceitful but it’s happening all around us – right in front of our eyes and we never take notice.

Find a few vocal members of your brand, give them the products and resources they need to promote the brand, and send them to the streets.

Idea #5: Sponsorship

Sponsorship is about as old school as you can get.

• Events
• Sports
• Seminars

If you’ve been to a public event than you have, at one point or another, been introduced to a sponsor; these businesses allow individuals and groups to pursue their ideas and activities.

But … it doesn’t stop there.

You can add layers of creativity to your local sponsorship through various methods, including:

• Car wraps
• Contests
• Trades

You may have even read about college students finding company sponsors to help pay for their tuition.

Sponsorship allows you to get your brand in front of many individuals attending these type of events and public outings; there is an added benefit, too, because you’re re-investing in the community which can leave a lasting impact and bring people to your brand.

This is a guest post

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