Grab the Tissues - Emotion Rules

This week I get to travel to Davenport, Iowa for the Iowa Association of Man TissuesBusiness and Industry "Taking Care of Business Conference" where I'll do a presentation of "Five in Twenty-Four - Five things a business can do in 24 hours to refresh their brand message and sell more...stuff."

One of the "Five Things" I'll share is that good creative works. And, creative messages that have an emotional appeal work much better than the campaign that simply offers "the facts".

Want proof?

Whirlpool sells cold, hard metal products.  Recently they launched a campaign that warmed the appliances. It's called "Every Day, Care" and features some tear jerking images of people caring for people with the underlying message that we do daily chores because we care for the people we love.  Here's an example.

 

The result?  Whirlpool's sales have risen 6.6% in the first six months after the campaign started vs. the year-ago period, four points ahead of the appliance industry. The brand's positive social-media sentiment has risen more than six fold. Purchase intent scores are up 10% from pre-campaign levels, which has translated into a comparable lift in market share.

So, if Whirlpool can warm cold steel appliances and that drives sales what can your business do to appeal to the emotions of the consumer?  Think about it because...it works.

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Ad Blocking Technolgy

We know you LOVE it when your surfing the net and up pop ads, music and Stop Figuremore. Now that there is AdBlock many consumers (about 300 million) have opted to block the advertising that has become so pervasive. And, recently, AdBlock announced that it will also offer a blocking application for mobile. And, yes, it works on ads for social media sites like Facebook and Twitter as well.

What does all of this mean?

In simple terms it means that your digital advertising plans just took a hit and that it is more important than ever to grow your marketing organically. 

How do you do that?  We think you'll have to turn to creating content that matches the interest of your target market rather than relying on automation to shout at people. However, and I've shared this many times before, that takes WORK on your part. It takes effort to think through your marketing plan.  It takes work to create thoughtful and helpful blogs. It takes work to build a podcast network. It takes work to understand and engage by using Twitter.

Television and radio broadcasters have had to deal with these issues for years as consumer turn to alternative outlets for viewing and music. However if your content and your message is solid the listeners, viewers and your target market consumer will be there.

But...it takes work!

A huge Hat-Tip to our friend Katie Moen who is an intern at the Kreamer Law Firm of West Des Moines for the thought starter!  Well done Katie!

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"I Made a Mistake."

I was sitting with a client last week talking with him about his marketing Man Choicesplan, his website, social media and traditional media. About fifteen minutes into the conversation, after I suggested he contact his web developer to make sure his contact information was correct, he looked at me and said, "You do it. I know my business but I don't know marketing.  I made a mistake in my former business by not hiring professionals to help me with what I don't do well. That's not happening this time."

That admission is unique. I've been doing this work for a very long time and the biggest hurdle for many small business owners is the belief they can do...everything.  The business person who knows his or her craft and has that for a primary focus while leaving "the other stuff" to those of us who are attorneys, accountants or advertising professionals wins.

It's what we do.  It's our craft and our business. It's like we wrote some weeks ago, "You do what you do and let us do that Voodoo."

Thanks for reading!

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Trust = Value

I've been a LinkedIn user for several years and grateful to have many, Linked In Image
many people with whom I've made the decision to link with.  I also do a daily business broadcast and one of the stocks that has made news over the past week is LinkedIn. 

On April 30 LinkedIn stock was going for $252.13 a share. Today the price has plunged to $198.20. Why? The company shared user data which indicates a growing trend in users year over year however the professional networking company reported lower than expected guidance for the next quarter, leading to a significant drop in its stock price. Still falling as of today.

LinkedIn says it is the strong dollar that is giving it troubles.  However, we're wondering if the shine might be gone because many active users, me included, wonder if we can trust the information LinkedIn provides.

Take for example their newer method of helping you keep in touch with your LinkedIn connections. You've all seen the box that gives you tips on who has a new photo, a new job or a promotion. Trouble is many times that information is not correct or it's simply confusing.

Rather than clicking "Congrats" and moving on.  I like to click on the members profile when I'm told they have a new job only to learn they have been on the same job for years and only recently updated some information.  Yet there is a string of "Congrats!" in the member profile.

Value can often be linked to trust.  If I can't trust the information LinkedIn is giving me how much value can I place on the product?

So, what's your LinkedIn experience like.  I'd be interested. Perhaps I've got this all wrong.

Thanks for reading!

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Doing It Right!

A couple of weeks ago I was having trouble finding my favorite flavor of AmarettoCoffee-Mate. Never bothered asking the local Hy-Vee about it because I figured it would show up sooner than later.

Three weeks into the "Amaretto Coffee-Mate Drought" I popped off a Tweet to @Coffee_Mate who responded, timely by the way, "We're sorry but Amaretto has been retired why don't you try..."

WHAT?  No Amaretto Coffee-Mate?  My mornings were going to from sleepy to sad...very sad.

Over the past couple of weeks I Tweeted my disdain to my former friends @Nestle and @Coffee_Mate. Ya know, photos of the Coffee-Mate section without Amaretto. A friend of mine even chimed in with #FreeTheAmaretto for Twitter.  The brand was sorry for my troubles and suggested that maybe some new "Caramel and Coconut Girl Scout" flavor might be a replacement. What?  Who thinks of this stuff?

This past Sunday I included @Hy_Vee in my tweet...moaning about the loss of the Amaretto flavor. Within a few minutes I get a Tweet back suggesting that I send an email to hvcs@hy-vee.com with my concern. Told them the flavor was retired but went ahead and sent an email anyway. On Sunday! Within the hour I got a response...from a real person...with a real name and a real email address.  

Amaretto Coffee CreamerShocked!  Who does this?  What no Bot response...but a nice note from Kourtney?  

I responded back...just to make sure it wasn't a Bot and she wrote back, "You’re most welcome Michael! We run a 24/7 operation here so if you ever have any store requests or Fuel Saver inquires there will be someone here to take care of it!"

Oh...so what did I do?  Made my own!  Another friend on Twitter supplied me with this recipe and BAM we're in business...and, of course, I picked up the ingredients from..."My Hy-Vee".

Welcome to Des Moines Price Chopper...you've got some work ahead of you.

 

Well played Hy-Vee...very!

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How To Buy Stuff - Chapter Two

My friend and I have been working on a book idea.  Both he and I believe How to Buythere are enough "How to Sell" books.  What business needs is a book on "How to Buy Stuff".  Tips on how to move your business forward by paying attention to sales and marketing...not yours...but "The Pitch" and then how to and how not to take action.

Chapter Two, we've decided is "How Not to Allow Deadlines to Assist in Not Buying". Ready?

Here is the set up: Let's say you manage or own a business and every day of the week you are called on to listen to a pitch. (Here's what I think about your duty to listen to every one!)  When the pitch is complete you say to the salesperson, "This is fantastic! It's exactly what we need. Let me get back to you in a week."

Then the week goes by and the salesperson, who has kept in touch with you during the week hears nothing back. Crickets!  

The day comes and the salesperson finally catches up with you and you say, "I know today is the deadline for the offer but, I just can't get it done today.  I'm sorry!"

So, we went from "Gotta have!" to "I don't have time to put my signature on a document."

The customer used the deadline to help him/her fail to follow through with the buy.  Sad.

What should happen is the buyer, during one of the interactions between the pitch and the deadline, should have said was, "Look we considered this but, in the end, it's not going to work for us because..."  It's important the salesperson hears the "Why.." because perhaps the objection is something you just don't understand.

Or...you just made up your excitement during the pitch which is phony and not a good way to do business. 

Your thoughts?

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The Folly of Digital Start Ups?

I am about to peek behind the curtain.  You know, that old bit from The Jack Matthews March 2015Wizard of Oz, "Pay no attention to the man behind the curtain!"  This is not intended to cast doubt or to discourage our digital start-up community. It is intended to point out that the goal of business is to produce a profit. Making money, we would think, beats out the latest "wowza web-based, app infused techno company".  Stay with me on this.

Over the past several years I've asked dozens, if not hundreds, of "digital dreamers" if they are making money.  I get answers like, "Not yet but soon." or "I'm doing this for the love of creation." or "We're building it to sell and that will come."  Meanwhile they compete for angel investors, first round financing and the attention consumers with an ever growing array of tech choices.  The work, the dedication and the dream are all celebrated...but who is making money?  

Meanwhile, Jack Mathews, the close to 80 year-old newspaper guy who retired two decades ago, gets bored. He sees opportunity with a hyper-local news site.  Our Grinnell launches in 2007...long before folks knew what "hyper-local" meant.

Last year Jack went back to publishing a newspaper (yep...a NEWSPAPER!) that shares the back story of economic development. The Grinnell Business Journal started as a quarterly, now is published every two months.  The goal, says Jack, "Is to make this a weekly business news publication."

One other thing, Jack is turning a profit.  And he's doing it with an old school media piece called a "newspaper".

Just like my friends that are in digital design he has passion.  He has, just like they do, talent and knowledge of the business.  He also has a product that is tangible, familiar, usable and adds value in a space that is not currently covered.

We just think it's a great story and something for business to think about. How can you add value to a niche of consumers that are under-served?

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We Do Voodoo...

Not really, but it sometimes seems that way.  Our craft is advertising and Voodoo Imagemarketing; getting more people to know who you are and then purchase your product or service.  How?  By creating well crafted advertising and marketing plans. We don't do what you do...we do...voodoo. We even tell folks that we do it. Have a listen: 

Insight Advertising VooDoo March 2015

Look, if you're happy with the return on your advertising dollars stick with it. But, if you would like to increase your ROI let's talk.  We'll share with you marketing methods, why they work, what we think you should do and how you can measure success.

We're Insight Advertising, Marketing and Communications a full service advertising agency.  Let us do some voodoo for you...too. 

 


Nah, We're 8 to 5 - Weekdays Only!

Over the past several weeks we've been following various brands (local, Woman 8 oclockregional and national) and surprised at the vast number of businesses that are posting to social media channels ONLY during the work day. Weekends? Crickets.

It's like their Social Media Ninjas are saying, "Hey, we work eight to five Monday through Friday.  If you wanna follow our brand engagement do so on our time."

Do they know something we don't or are they just doing what they get paid for?

So we did some digging around to learn who is connecting with social media channels and when.  Some interesting consumer trends:

  • Nearly half (47%) of smartphone users visit social media networks every day (Nielson);
  • Want Re-Tweets? Best time to Tweet is 5PM EST (KissMetrics);
  • Best days to Tweet - Midweek and Weekends (KissMetrics)
  • Facebook Shares - Best day is Saturday followed by Sunday (KissMetrics);

And, not every social media channel is the same.  For example posting on Pinterest outside of noon and the weekends isn't advised, "Pinterest is for daydreaming" says Fast Company.

Instagram users ages 18 - 29 make up 53% of all users and 49% of them use the channel daily (Pew Research Center)

LinkedIn users abandon the channel on the weekends and you'll get crickets between 10PM and 6AM (Fast Company).

We could go on and on but the POINT is that if your brand is failing to engage your consumer base when they are using social media...your brand...fails.  It all goes back to the central point of social media and using it correctly...wait for it:  You need to know your consumer; where they are, what they want and how to engage.  Oh, and HOW do you know where your prime demographic is...without spending tons on market research.

Ask them...

Finally, with all the social media tools available to you there is no reason why you can't match your engagement with consumers on...their time.

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Us?  Here is our advertising agency website, you can follow us on Twitter @InsightADV and Facebook?  Sure.  Also we are the fuel that powers Insight on Business the News Hour. (Here is our searchable/mobile friendly Podcast Page or you can download the business interviews from iTunes.  Nifty huh? 

 


Six Hours and Swag

On Friday I spent six hours with 125 others during an American Marketing Association - Iowa seminar on brand engagement and, all I got AMA Iowa Swag was a bag of...swag.

Not!

Look, I do marketing and advertising for a living.  It's my craft to engage, for and with our clients, consumers in the key demographics they wish to reach. So could I learn something from a bunch of thirty-somethings? (Well, then there was Mike Wagner...) Sure!  I love learning how others share their messages, build their brands and engage consumers. Perhaps I'll learn something new. Maybe pick up some new tips or confirm what we're doing for our clients is spot on.

And it was "Yes" to all three areas.  Some key take-a-way items:

  • Brand Engagement Requires Thought - It's not enough to simply post something and hope it will stick. You've got to know who your target demographic is and speak to their passion/interests;
  • Rifles Are Better Than Shotguns - Sure you can scatter your message on whatever media you like but that may not be where your demographic is hanging out. Just because you like the 10PM News doesn't mean that is where your consumer is.  Besides, shotgun marketing is very expensive;
  • Branding Is Everything - Here we go again...branding is not your logo. Branding is everything from how you answer the phone, the outgoing voice mail message you do daily (you do that...right?), the way in which you respond to email, how employees conduct their social media presence, how counter people engage the customer....and on and on and on;
  • Social Media Ain't Free - I do an entire seminar on this for businesses and the bottom line is it takes...work;
  • Skinny Budgets Require Collaboration - How can non-profits build a solid brand by engaging others?  Ask Steven King from the Des Moines Arts Festival;
  • Don't Forget Volunteers - The NASCAR Iowa Speedway has 17 employees but hundreds of volunteers who share a passion for racing. Make sure you train your brand warriors in customer centric engagement methods be they paid or volunteers.

So, you get the point right?  Even "old dogs" can learn.  Oh...and get some cool swag!  Thanks for the opportunity!

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