There's a certain line in the sand with marketing - and it keeps being crossed. I believe there should be a special place in hell for marketers and programs that haven't the wits to know when they are irritating their audience. Irritation doesn't breed happy brand experience in anyone's world.
The first special place in hell goes to programming that blatantly uses paid product placement to finance their projects. A little product placement may be amusing but, when it is in your face every five minutes, it screams of desperation.
Case in point - So You Think You Can Dance, Canada (SYTYCDC). I've watched both the American and Canadian versions and the Canadian one is a patchwork quilt of useless product sponsorships that precede nearly every commercial break (as if what we see in the commercial break isn't enough).
Now I get that marketers are having to be more creative in how they reach their audience but the product sponsorships on SYTYCDC are embarassingly uncreative. The Aquafina glasses the judges have strategically placed in front of them so they are in every shot is quiet and traditional.
The Canon sponsorship of 'how the stars get their transformation' is ridiculous. Quick snapshots of the dancers getting their make-up applied - honestly how many times do we have to see the same style of snapshot? If anything, it demonstrates a lack of creativity when using the camera. Good message? I think not. (And of course it is followed in the commercial break by a Canon ad.)
The Joe fresh stage for the audience to dance on is also leaning toward nonsense. A nasty excuse to get the brand in front of both the studio audience and the viewers - and of course followed by an ad in the commercial break.
Finally, as if this wasn't enough, and gracious there may be more that I've forgotten (which indicates how successful this is), is the Tylenol Muscle and Back Pain backstage update. Followed by chatter from the dancers as they breeze by the camera and, you guessed it, a Tylenol ad in the commercial break.
Now in my world, each and every one of these product placement sponsorships should be asking for a discount because their impact is watered down by being trapped with all the other ridiculous activities of paid sponsorship. Is SYTYCDC that desperate for money - or are the advertisers not finding value in buying regular advertising spots? In either case, perhaps a measurement of the value of the programming, or how it is presented, is in order - by both the producers and the advertisers. Perhaps they should just pay for their 15 minutes of the program and spare us the commercial break. Imagine that - network television could become commercial break free! Obviously not commercial-free, but we'd get more program in the one hour than the 40 out of 60 minutes we currently get.
Oh, and the second special place in hell goes to the marketers who think it is clever to buy space to play the same ad back-to-back. Yes, a 15-second ad becomes a 30-second one when you play it twice in a row, but for heaven's sake - do you know how irritating that is? Just a suggestion - negative impact is not a good brand experience and while it gets someone talking about you, it isn't in a pleasant way so they aren't going to support your brand. Fools.
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Wednesday, September 30, 2009
Monday, April 20, 2009
Your current customer - your best business growth asset
It doesn't matter whether it's a recession, depression or just business as usual - your current customers are the best source of business growth. Unfortunately, too many businesses neglect their current customers to go searching after new ones.
Research has shown it takes about five times the money to get a new customer as it does to retain a current one. But just retaining a current customer really isn't enough. Why not get them to do more business with you? Why not get them to bring their friends and family to your business as well? Or in the case of business-to-business enterprise, why not get their co-workers into your customer base?
In some businesses, management believes it is solely the job of the sales force to stay in touch with current customers and try to grow the business. I would suggest however the sales force could be more efficient if the marketing team is on side with the importance of incenting current customers to grow their business.
Have you contacted your customer base to let them know you're still there to support their needs? Have you sent a postcard, letter, email? Have you told them they're appreciated? Have you demonstrated your appreciation through a special offer only to your current customers?
If you haven't, you're missing an efficient, economical business growth opportunity. If you have a retail location, invite your current customers to a small wine-and-cheese party to show off your new merchandise and have some great loss leaders to show your appreciation. If you are in the service industry, perhaps a partnership that compliments your service could be a good appreciation gift (and then you can do the same for that business).
Everyone likes to be thanked. Especially when there's gifts involved. A promotional item with your logo prominently displayed would be an excellent gift. That way your business identity stays in front of them for a longer period of time. But make sure the gift matches your branding. Don't give away a cheap pen if your business represents expensive items.
Bottom-line is: you need to stay in touch with your current customers and give them a reason to do more business with you. And if you can get them to talk about you to their friends and family, even better. Don't wait for someone else to do this for you. Get on it, right now.
Research has shown it takes about five times the money to get a new customer as it does to retain a current one. But just retaining a current customer really isn't enough. Why not get them to do more business with you? Why not get them to bring their friends and family to your business as well? Or in the case of business-to-business enterprise, why not get their co-workers into your customer base?
In some businesses, management believes it is solely the job of the sales force to stay in touch with current customers and try to grow the business. I would suggest however the sales force could be more efficient if the marketing team is on side with the importance of incenting current customers to grow their business.
Have you contacted your customer base to let them know you're still there to support their needs? Have you sent a postcard, letter, email? Have you told them they're appreciated? Have you demonstrated your appreciation through a special offer only to your current customers?
If you haven't, you're missing an efficient, economical business growth opportunity. If you have a retail location, invite your current customers to a small wine-and-cheese party to show off your new merchandise and have some great loss leaders to show your appreciation. If you are in the service industry, perhaps a partnership that compliments your service could be a good appreciation gift (and then you can do the same for that business).
Everyone likes to be thanked. Especially when there's gifts involved. A promotional item with your logo prominently displayed would be an excellent gift. That way your business identity stays in front of them for a longer period of time. But make sure the gift matches your branding. Don't give away a cheap pen if your business represents expensive items.
Bottom-line is: you need to stay in touch with your current customers and give them a reason to do more business with you. And if you can get them to talk about you to their friends and family, even better. Don't wait for someone else to do this for you. Get on it, right now.
Thursday, March 26, 2009
When is new radio too much radio?
Enough already! Over the last month or so, the Canadian Radio-Television and Telecommunications Commission (CRTC) has been madly granting new radio station licences. And most of them are in communities that are already extremely well-serviced by an overdose of radio choices.
Just because it sounds like a good idea to put a radio station in "wee tiny town Canada" doesn't mean it actually makes sense. The logic seems to be, according to one radio station owner in "wee tiny town", that it's important to have local news and information. Yep, okay, sure. But unless you are an independently wealthy radio station owner doing it from the goodness of your heart, you are simply watering down the audience market for your advertisers.
As it is, I hear from innumerable small business owners that radio doesn't work. I always beg to differ with this opinion because radio does work, when you do it right. And part of doing it right is choosing a radio station that matches your audience definition. If the audience is spread over five radio stations instead of three - well, you can see that this becomes a nightmare of planning and budgeting. All these additional radio stations are just going to make it harder for a small business to make a reasonable buy that gets results.
As a marketing coach, I get to meet a lot of small business owners. In one local community, a number of the small business owners that attended a coaching session were quite frank in their dislike of buying their local radio station. They felt the music choices were erratic and didn't sit well with their potential customer.
As a result, I had a rather long conversation with radio station owner from "wee tiny town Canada". The biggest surprise to me during this conversation was the emphatic statement, "People don't listen to the radio for the music. They listen for the information." Well, yes that might be true if you are a talk or news station, but if you're going to play music you might want it to have some logical association with the audience you are trying to sell the local businesses.
And in reality if radio can't deliver results, then people will stop buying it. And when they stop buying it, people lose their jobs and the radio stations cease to exist. How does it make sense to saturate the market with loads of radio stations - either for the radio stations or the small businesses?
Just because it sounds like a good idea to put a radio station in "wee tiny town Canada" doesn't mean it actually makes sense. The logic seems to be, according to one radio station owner in "wee tiny town", that it's important to have local news and information. Yep, okay, sure. But unless you are an independently wealthy radio station owner doing it from the goodness of your heart, you are simply watering down the audience market for your advertisers.
As it is, I hear from innumerable small business owners that radio doesn't work. I always beg to differ with this opinion because radio does work, when you do it right. And part of doing it right is choosing a radio station that matches your audience definition. If the audience is spread over five radio stations instead of three - well, you can see that this becomes a nightmare of planning and budgeting. All these additional radio stations are just going to make it harder for a small business to make a reasonable buy that gets results.
As a marketing coach, I get to meet a lot of small business owners. In one local community, a number of the small business owners that attended a coaching session were quite frank in their dislike of buying their local radio station. They felt the music choices were erratic and didn't sit well with their potential customer.
As a result, I had a rather long conversation with radio station owner from "wee tiny town Canada". The biggest surprise to me during this conversation was the emphatic statement, "People don't listen to the radio for the music. They listen for the information." Well, yes that might be true if you are a talk or news station, but if you're going to play music you might want it to have some logical association with the audience you are trying to sell the local businesses.
And in reality if radio can't deliver results, then people will stop buying it. And when they stop buying it, people lose their jobs and the radio stations cease to exist. How does it make sense to saturate the market with loads of radio stations - either for the radio stations or the small businesses?
Monday, March 9, 2009
The economics of marketing - shrink it at your peril
There's loads of research saying if you cut your marketing budget during tough economic times you won't survive with the strength you could if you just towed the line. And yet, there's more businesses cutting their marketing budgets than there are businesses getting smarter about how they spend their money.
I've had the pleasure of dashing about presenting Marketing Bootcamp for Small Business - Your recession survival toolkit to a number of organizations over the last month. The session discusses the importance of not cutting your marketing budget and shares important information about how to get the most bang for your buck. I've met some pretty terrific small business people who are suffering cutbacks and, in most cases, they've felt they have no choice but to cut their marketing budget.
The key thing to remember: If you cut your marketing budget, you are effectively lowering the amount you talk to your customer. At the very least, you are lessening the quality of the conversation. And if you aren't talking to them, someone else is.
This is why companies with their marketing budget intact, even during recessionary times, grow larger and stronger while other businesses close or panic. It's all about continuing the conversation.
Small businesses waste an extraordinary amount of money in their marketing. And they don't understand that marketing is actually a revenue stream - not an expense line (accountants will argue this, but it's simply true that marketing is the top of your sales funnel - without it there's no support for your sales force and no mechanism for relationship development with prospective customers). For many small businesses, marketing is simply a necessary evil that is the first thing to go when money is short.
In my book, Muddled, meager and messy - Marketing performance repair manual for small business there's information about how to make better use of the money you have. In cases where you get smarter, you can actually pare back your spend because you're getting more results.
The media has done a bang-up job of putting recession fear into every business person's heart. Take that fear and turn it into smarter business. Every marketing tactic should be able to be defined by the relationship it builds with your customers. If there's no relationship definition, you should reconsider the tactic.
Bottom line: If you have to cut your marketing budget you'd better get smarter about using the money you have. Heck, even if you don't have to cut your marketing budget, you should get smarter because customers are going to become more discriminating in their purchases.
I've had the pleasure of dashing about presenting Marketing Bootcamp for Small Business - Your recession survival toolkit to a number of organizations over the last month. The session discusses the importance of not cutting your marketing budget and shares important information about how to get the most bang for your buck. I've met some pretty terrific small business people who are suffering cutbacks and, in most cases, they've felt they have no choice but to cut their marketing budget.
The key thing to remember: If you cut your marketing budget, you are effectively lowering the amount you talk to your customer. At the very least, you are lessening the quality of the conversation. And if you aren't talking to them, someone else is.
This is why companies with their marketing budget intact, even during recessionary times, grow larger and stronger while other businesses close or panic. It's all about continuing the conversation.
Small businesses waste an extraordinary amount of money in their marketing. And they don't understand that marketing is actually a revenue stream - not an expense line (accountants will argue this, but it's simply true that marketing is the top of your sales funnel - without it there's no support for your sales force and no mechanism for relationship development with prospective customers). For many small businesses, marketing is simply a necessary evil that is the first thing to go when money is short.
In my book, Muddled, meager and messy - Marketing performance repair manual for small business there's information about how to make better use of the money you have. In cases where you get smarter, you can actually pare back your spend because you're getting more results.
The media has done a bang-up job of putting recession fear into every business person's heart. Take that fear and turn it into smarter business. Every marketing tactic should be able to be defined by the relationship it builds with your customers. If there's no relationship definition, you should reconsider the tactic.
Bottom line: If you have to cut your marketing budget you'd better get smarter about using the money you have. Heck, even if you don't have to cut your marketing budget, you should get smarter because customers are going to become more discriminating in their purchases.
Friday, December 19, 2008
If only they could remember why they were unique
Automakers are a fine example of what happens when everyone looks and sounds the same. I'm pretty sure their television ads are actually intended to demonstrate the quality and value of the product, but when everyone is saying and looking the same, why even spend the money?
When was the last time you saw a television ad for a car or truck that truly inspired you, either emotionally or mentally? For the last several years, there are only three vehicles that actually stand out for me. That's three, out of hundreds.
The Cadillac CTS 'Hammer' ad is one of them. As an A-type personality, the message fits me to a T. I found myself emotionally involved in the delivery of the message because it totally defines my personal style. I intentionally watched it a second time to learn what car was being promoted. And since then, I just watch it because I love it.
Kudos again go to Cadillac for their ad with Kate Walsh. I don't think there has ever been such a sexy promotion for a car. Again, I got emotionally involved. Had a wonderful sensation of 'mmmmm'.
So with two ads, back to back, Cadillac stood out with great writing, great delivery and great emotional impact. So the Cadillac CTS is the only vehicle currently being marketed that means anything to me (and I drive a Ford Focus).
In the past, Jeep was able to get my attention with their hilarious 'Rock me Gently' ad. I enjoyed it so much, I didn't even realize until just this minute that it was a 60 second ad, not a 30. While it probably doesn't speak to everyone, it engages a certain audience in a memorable way.
And finally, the whole series of swamp ads from KIA for their Sportage are memorable and entertaining. Particularly their lastest Goth version. If a vehicle can deliver this much fun, it needs to be in everyone's life.
So there - three out of hundreds of cars and trucks over the years. Buying a car is a big decision. It costs a good portion of most people's annual income. If you can't find the unique selling proposition and demonstrate in an engaging and informative advertising campaign, why bother selling it at all?
The Cadillac ads are a great example of how we've become more about "what's in it for me" than about features and benefits. We are emotional buyers.
Now for the benefit of the marketing firms who put together the majority of boring, repetitive, indistinguishable advertising for the automotive industry, I will say we have no idea what the creative brief looked like, how creative you tried to be and how often the auto execs kyboshed your ideas. In my experience, executives are executives because they know how to organize and manage people, not because they are creative or willing to step out of the safety of "everyone else does it this way". In most companies, you never get to be an executive if you are creative and willing to be different.
Being different takes guts. Entrepreneurs with guts are the ones that grow their business. Business people who are afraid to be different than their peers, find themselves lost in the shuffle. That's a good message for small business, but on topic today is how this insistence on continuously developing 'typical' advertising is one of the reasons auto sales just aren't what they used to be.
In a recent press release, I wrote about how the auto makers and their behemoth structure keep them from giving their customers what they want and need. This is definitely true where their marketing is concerned.
Make sure as small business owners you don't fall into the same trap. Understand your unique selling proposition and if you can't figure out what it is, then either speak to your customers to learn what they think, or for heaven's sake, just give up and walk away. There was, at some point, something unique about your business. Remember what it was and market that in an equally unique way.
Perhaps the automakers need to figure out what was unique about each of their models and if they can't remember, stop making them.
When was the last time you saw a television ad for a car or truck that truly inspired you, either emotionally or mentally? For the last several years, there are only three vehicles that actually stand out for me. That's three, out of hundreds.
The Cadillac CTS 'Hammer' ad is one of them. As an A-type personality, the message fits me to a T. I found myself emotionally involved in the delivery of the message because it totally defines my personal style. I intentionally watched it a second time to learn what car was being promoted. And since then, I just watch it because I love it.
Kudos again go to Cadillac for their ad with Kate Walsh. I don't think there has ever been such a sexy promotion for a car. Again, I got emotionally involved. Had a wonderful sensation of 'mmmmm'.
So with two ads, back to back, Cadillac stood out with great writing, great delivery and great emotional impact. So the Cadillac CTS is the only vehicle currently being marketed that means anything to me (and I drive a Ford Focus).
In the past, Jeep was able to get my attention with their hilarious 'Rock me Gently' ad. I enjoyed it so much, I didn't even realize until just this minute that it was a 60 second ad, not a 30. While it probably doesn't speak to everyone, it engages a certain audience in a memorable way.
And finally, the whole series of swamp ads from KIA for their Sportage are memorable and entertaining. Particularly their lastest Goth version. If a vehicle can deliver this much fun, it needs to be in everyone's life.
So there - three out of hundreds of cars and trucks over the years. Buying a car is a big decision. It costs a good portion of most people's annual income. If you can't find the unique selling proposition and demonstrate in an engaging and informative advertising campaign, why bother selling it at all?
The Cadillac ads are a great example of how we've become more about "what's in it for me" than about features and benefits. We are emotional buyers.
Now for the benefit of the marketing firms who put together the majority of boring, repetitive, indistinguishable advertising for the automotive industry, I will say we have no idea what the creative brief looked like, how creative you tried to be and how often the auto execs kyboshed your ideas. In my experience, executives are executives because they know how to organize and manage people, not because they are creative or willing to step out of the safety of "everyone else does it this way". In most companies, you never get to be an executive if you are creative and willing to be different.
Being different takes guts. Entrepreneurs with guts are the ones that grow their business. Business people who are afraid to be different than their peers, find themselves lost in the shuffle. That's a good message for small business, but on topic today is how this insistence on continuously developing 'typical' advertising is one of the reasons auto sales just aren't what they used to be.
In a recent press release, I wrote about how the auto makers and their behemoth structure keep them from giving their customers what they want and need. This is definitely true where their marketing is concerned.
Make sure as small business owners you don't fall into the same trap. Understand your unique selling proposition and if you can't figure out what it is, then either speak to your customers to learn what they think, or for heaven's sake, just give up and walk away. There was, at some point, something unique about your business. Remember what it was and market that in an equally unique way.
Perhaps the automakers need to figure out what was unique about each of their models and if they can't remember, stop making them.
Friday, November 21, 2008
Smart recession survival
Small business owners can see recession two ways. One where they sit in fear and one where they take advantage and stay ahead of the pack.
I suppose it's a natural survival tactic to hold everything close, keep it safe - particularly your money. But if you let fear govern your business decisions, you simply may not survive.
Recessionary times are when the smart survive and the unique get noticed.
Smart companies recognize marketing as a revenue generator, not a cost centre. They don't immediately cut their marketing budget. They get smarter about how the money is used. Mass communication is replaced with targeted communication. Interaction with the customer is increased so they stay front-of-mind.
Unless you are in a luxury market, your customers still need or want your products. Make sure your products and services are priced to reflect market tolerance. Surviving recession isn't about lining your pockets, it's about survival.
Get creative about how you reach your customers. Surprise them with where they find you and what you are telling them. Small business messages have historically been very ego-centric. You have to become customer-centric to make it through tough times (actually you should be customer-centric all the time, but it's even more important now). Standard tactics won't be enough.
And tighten up your marketing spend. That doesn't mean cut the budget, it means eliminate the chaff and be efficient with the money you have. If a tactic isn't bringing a return, then change the tactic. But remember when you are measuring the success of your tactics that it isn't just about the immediate return. It's about developing a relationship with your customer. If you're getting inquiries or website hits but no actual buying, then your tactic has done its job. Marketing's purpose is to bring customers to you, it is the job of the sales team to actually make the sale.
The best weapon you have in recession is a good data base of your customers. This will help you deliver personalized attention at the marketing level. You can gather a good data base through a contest with a small survey as part of the entry form. The contest creates traffic, either to your website or your place of business, and while your customers have a chance to win so do you with the information you gather. Variable data printing isn't only for big companies these days. It's affordable to businesses of all sizes.
Develop a referral program. This is common place in the financial services industry but is functional for all types of business. Your best advertising is word-of-mouth (whether it's traditional word-of-mouth or through social media) and if you can get your customers talking, you're a step ahead. And if your referral program is strong enough, they'll definitely start talking.
Above all, don't try to manage your marketing on your own. You're in the business you're in because that's what you are good at. Don't try to be good at everything - no one can manage that. Call in the specialists to really get your marketing budget working for you. But make sure they are trained and experienced. Just owning some desktop publishing software doesn't make someone a marketing specialist.
Small businesses can be agile. That's a great advantage over big business. Be ready to change at a moment's notice - whether it's your product list, your audience base or marketing tactics.
I suppose it's a natural survival tactic to hold everything close, keep it safe - particularly your money. But if you let fear govern your business decisions, you simply may not survive.
Recessionary times are when the smart survive and the unique get noticed.
Smart companies recognize marketing as a revenue generator, not a cost centre. They don't immediately cut their marketing budget. They get smarter about how the money is used. Mass communication is replaced with targeted communication. Interaction with the customer is increased so they stay front-of-mind.
Unless you are in a luxury market, your customers still need or want your products. Make sure your products and services are priced to reflect market tolerance. Surviving recession isn't about lining your pockets, it's about survival.
Get creative about how you reach your customers. Surprise them with where they find you and what you are telling them. Small business messages have historically been very ego-centric. You have to become customer-centric to make it through tough times (actually you should be customer-centric all the time, but it's even more important now). Standard tactics won't be enough.
And tighten up your marketing spend. That doesn't mean cut the budget, it means eliminate the chaff and be efficient with the money you have. If a tactic isn't bringing a return, then change the tactic. But remember when you are measuring the success of your tactics that it isn't just about the immediate return. It's about developing a relationship with your customer. If you're getting inquiries or website hits but no actual buying, then your tactic has done its job. Marketing's purpose is to bring customers to you, it is the job of the sales team to actually make the sale.
The best weapon you have in recession is a good data base of your customers. This will help you deliver personalized attention at the marketing level. You can gather a good data base through a contest with a small survey as part of the entry form. The contest creates traffic, either to your website or your place of business, and while your customers have a chance to win so do you with the information you gather. Variable data printing isn't only for big companies these days. It's affordable to businesses of all sizes.
Develop a referral program. This is common place in the financial services industry but is functional for all types of business. Your best advertising is word-of-mouth (whether it's traditional word-of-mouth or through social media) and if you can get your customers talking, you're a step ahead. And if your referral program is strong enough, they'll definitely start talking.
Above all, don't try to manage your marketing on your own. You're in the business you're in because that's what you are good at. Don't try to be good at everything - no one can manage that. Call in the specialists to really get your marketing budget working for you. But make sure they are trained and experienced. Just owning some desktop publishing software doesn't make someone a marketing specialist.
Small businesses can be agile. That's a great advantage over big business. Be ready to change at a moment's notice - whether it's your product list, your audience base or marketing tactics.
Friday, July 4, 2008
Plain Language - a gift from the gods
Small business writers, owners and general marketing staff often get bogged down in their own industry lingo and leave their customers behind. The 'big guys' are even more prone to this. The financial services industry has completely forgotten how to speak normal-people-language; technology companies, I think, prefer to never speak regular language in lieu of boggling all our minds and cell phone companies are happy with the bewilderment they create with terms and conditions.
But finally, I have had a wonderful language experience I think bears noting. And can be a terrific example for small business when building "the sound of your brand".
I lost all respect for my cell phone carrier a long time ago but had to wait until my contract was up to change to a new provider. The shop clerk understood why I wanted a change and recommended Virgin Mobile. I was prepared for the "same old, same old" but was in for a fantastic surprise. Not only are there no hidden fees - or for that matter no additional fees for things like access or set-up - but they actually speak the same language that I do. In fact, they speak a language anyone over the age of 12 could understand!
And the brilliance of all this, is they not only talk a comfortable level of language, but they write it too! Their brochures and guide books can be understood even by someone like me (I'm an audio-kinetic learner so the written word is sometimes a challenge if the language is high-falutin' or too much technical jargon). Heck, my eight-year-old neice Emily would be able to manage in the Virgin Mobile environment.
Now don't get me wrong. They don't talk down or in a condescending fashion (nothing makes me boil faster than that). It is the simplicity of it that really makes the mark.
The lesson for small business here is the KISS principle - Keep It Simple, Silly. (We don't like the word 'stupid' around here, so no need to write and tell me I got the acronym wrong)
Don't use four sentences when one will do. Don't get lost in your industry jargon - even if your industry doesn't seem to have a lot of technical terms. Your industry could be peopled by folks with masters degrees who just by nature write at a high-end university level.
People tend to scan material and get involved only if the scan has given them value. It is easy to scan two or three syllable words. Much above that and you run the risk of them scanning and getting the meaning all wrong. Courts have said that contracts must be written in plain language so the common man can understand them (not that contract writers are actually listening in most cases). If the courts are insisting on plain language, it only makes sense to make sure your small business insists on it too.
But finally, I have had a wonderful language experience I think bears noting. And can be a terrific example for small business when building "the sound of your brand".
I lost all respect for my cell phone carrier a long time ago but had to wait until my contract was up to change to a new provider. The shop clerk understood why I wanted a change and recommended Virgin Mobile. I was prepared for the "same old, same old" but was in for a fantastic surprise. Not only are there no hidden fees - or for that matter no additional fees for things like access or set-up - but they actually speak the same language that I do. In fact, they speak a language anyone over the age of 12 could understand!
And the brilliance of all this, is they not only talk a comfortable level of language, but they write it too! Their brochures and guide books can be understood even by someone like me (I'm an audio-kinetic learner so the written word is sometimes a challenge if the language is high-falutin' or too much technical jargon). Heck, my eight-year-old neice Emily would be able to manage in the Virgin Mobile environment.
Now don't get me wrong. They don't talk down or in a condescending fashion (nothing makes me boil faster than that). It is the simplicity of it that really makes the mark.
The lesson for small business here is the KISS principle - Keep It Simple, Silly. (We don't like the word 'stupid' around here, so no need to write and tell me I got the acronym wrong)
Don't use four sentences when one will do. Don't get lost in your industry jargon - even if your industry doesn't seem to have a lot of technical terms. Your industry could be peopled by folks with masters degrees who just by nature write at a high-end university level.
People tend to scan material and get involved only if the scan has given them value. It is easy to scan two or three syllable words. Much above that and you run the risk of them scanning and getting the meaning all wrong. Courts have said that contracts must be written in plain language so the common man can understand them (not that contract writers are actually listening in most cases). If the courts are insisting on plain language, it only makes sense to make sure your small business insists on it too.
Monday, June 16, 2008
Listen to your customer - navel gazing part II
It's too easy to become self-absorbed as a business owner. And once you start spending time looking at your navel, you stop listening to your customers.
Case in point (once again) is Canadian Tire. Earlier I wrote about their perfectly dreadful website and now they have canceled production and delivery of their catalogue, which forces people to go to their perfectly dreadful website.
The Canadian Tire catalogue is an icon to Canadian baby boomers. It had an extended shelf life in bathrooms all over the country. And now, no doubt thanks to a hip and happenin' marketing team, this icon is no more. Was there an actual review of customer behaviour?
I can accept there is a cost savings on making this decision. Printing is costly. Distribution perhaps even more so. But hiding this motivation under the environmental wonderment of saving trees is almost pathetic.
For decades, Canadian Tire customers have used the catalogue to stream-line their purchase behaviours. They would browse the catalogue at their leisure (making them more susceptible to the marketing messages) and discover items to buy they didn't even know they wanted. And there is nothing leisurely or even intuitive about the Canadian Tire website. So kiss those add-on sales good-bye.
Why did Canadian Tire stop listening? First they ended the great TV commercials with the lovingly annoying Canadian Tire couple, now they are eliminating the catalogue. Both of which were strong representations of the brand. There was a hew and cry, even in Marketing Magazine, about the end of the TV campaign. That campaign had garnered enough recognition that it had reached the often unattainable heights of being mocked by comedians. And the death of the catalogue has been mourned in Canadian Workshop magazine (which no doubt is the biggest demographic of Canadian Tire shoppers).
So now that the rant is finished, how does this pertain to your business?
Listening to your customers and knowing when something is working for them is paramount to success. Just because you have become bored with your marketing tactics doesn't mean your audience isn't reacting to them. And there is no point in trying to become something other than what your customers want you to be. If Canadian Tire is trying to appeal to a younger audience with these changes, well they have lost their minds. Visit a Canadian Tire and see how many young people are there, other than their ill-trained, ill-informed part-time staff. So not only are young people not their audience but they are alienating their solid baby boomer audience. And good heavens, baby boomers have most of the disposable income in this country!
So the lesson here:
1. Talk to your customers. Find out what they like and don't like. And use that information as a guide.
2. Don't let your personal feelings about being bored with your campaign be the deciding factor in whether to continue.
3. Understand that mocking by comedians is the highest compliment to the strategy there is. Comedians won't mock something unless it has had enough audience hits they are guaranteed 90% of their audience will know what they are talking about. I spoke with some folks from AIG Assurance the other day. We talked about the mocking of their insurance for seniors - they actually track how many times they are mocked and they love it! Kudos to them.
4. Don't cancel a marketing program that is working. You may think that the hew and cry is valuable because it creates chatter, but negative chatter can destroy your business.
And for Canadian Tire, for pete's sake, you could have saved money by making the catalogue by-request-only. Which would have given you a pretty solid database to really pinpoint behaviours and characteristics of your audience. Maybe think next time.
Case in point (once again) is Canadian Tire. Earlier I wrote about their perfectly dreadful website and now they have canceled production and delivery of their catalogue, which forces people to go to their perfectly dreadful website.
The Canadian Tire catalogue is an icon to Canadian baby boomers. It had an extended shelf life in bathrooms all over the country. And now, no doubt thanks to a hip and happenin' marketing team, this icon is no more. Was there an actual review of customer behaviour?
I can accept there is a cost savings on making this decision. Printing is costly. Distribution perhaps even more so. But hiding this motivation under the environmental wonderment of saving trees is almost pathetic.
For decades, Canadian Tire customers have used the catalogue to stream-line their purchase behaviours. They would browse the catalogue at their leisure (making them more susceptible to the marketing messages) and discover items to buy they didn't even know they wanted. And there is nothing leisurely or even intuitive about the Canadian Tire website. So kiss those add-on sales good-bye.
Why did Canadian Tire stop listening? First they ended the great TV commercials with the lovingly annoying Canadian Tire couple, now they are eliminating the catalogue. Both of which were strong representations of the brand. There was a hew and cry, even in Marketing Magazine, about the end of the TV campaign. That campaign had garnered enough recognition that it had reached the often unattainable heights of being mocked by comedians. And the death of the catalogue has been mourned in Canadian Workshop magazine (which no doubt is the biggest demographic of Canadian Tire shoppers).
So now that the rant is finished, how does this pertain to your business?
Listening to your customers and knowing when something is working for them is paramount to success. Just because you have become bored with your marketing tactics doesn't mean your audience isn't reacting to them. And there is no point in trying to become something other than what your customers want you to be. If Canadian Tire is trying to appeal to a younger audience with these changes, well they have lost their minds. Visit a Canadian Tire and see how many young people are there, other than their ill-trained, ill-informed part-time staff. So not only are young people not their audience but they are alienating their solid baby boomer audience. And good heavens, baby boomers have most of the disposable income in this country!
So the lesson here:
1. Talk to your customers. Find out what they like and don't like. And use that information as a guide.
2. Don't let your personal feelings about being bored with your campaign be the deciding factor in whether to continue.
3. Understand that mocking by comedians is the highest compliment to the strategy there is. Comedians won't mock something unless it has had enough audience hits they are guaranteed 90% of their audience will know what they are talking about. I spoke with some folks from AIG Assurance the other day. We talked about the mocking of their insurance for seniors - they actually track how many times they are mocked and they love it! Kudos to them.
4. Don't cancel a marketing program that is working. You may think that the hew and cry is valuable because it creates chatter, but negative chatter can destroy your business.
And for Canadian Tire, for pete's sake, you could have saved money by making the catalogue by-request-only. Which would have given you a pretty solid database to really pinpoint behaviours and characteristics of your audience. Maybe think next time.
Friday, May 23, 2008
Your business in one sentence or less
Marketing folks and advertising salespeople will both tell you that you need to deliver your message to your customer a minimum of five times before the customer will act on your offer. What sometimes is missed in this discussion is that it needs to be the same message five times.
So, without boring your audience to tears with the repetition, how do you get space in the frontal lobe of their brain?
That's where a great tagline fits in.
A great tagline defines your business in one sentence or less. A great tagline is also arguably the most difficult part of developing your marketing strategy.
A great tagline has rhythm. It defines your business in a way your target customer can relate to. It also doesn't try to be all things to all people. And a great tagline immediately tells your customers "what's it in for me".
Burger King has one of the great taglines - Have it your way. If there was ever something that spoke to "what's in it for me", it's this one. (Pity they can't get their act together on their strategies...even a great tagline can't save you if you flip flop all over the place with your strategies.)
The value of a great tagline is in its ability to be on everything you do to market your business. It should be on your business cards, brochures, print ads, signage and...well, you get the idea. If your tagline is well done, then all these "hits" on your customer will help you develop space in their brain.
How do you get a great tagline and how do you know when it's great?
You can, of course, hire a professional. Writing great taglines is a serious skill. When you think about how many business owners can't describe their business in 30 seconds or less, you can imagine how hard it is to actually come up with something in one sentence or less.
Another option, and one of my favourites, is to have a tagline party. Silly? Yes, maybe. But I have found wonderful taglines evolve from many brains bouncing ideas around. Get some friends, customers or staff together and throw all ideas into play. No idea is too silly. From silly ideas come great taglines. After a couple hours of eating, drinking and making merry, pick two ideas and massage them into final examples. Then test each of them to find which one relates well with your customers.
I'm not saying a tagline party will work for everyone. And you should bounce your final ideas off a professional to make sure they are all the things you think they are. A professional can help you polish your tagline into a bright shining example of clever marketing.
Many business owners think that a tagline is only for the "big guys" but a great tagline is a lifeline for new and small businesses.
So, without boring your audience to tears with the repetition, how do you get space in the frontal lobe of their brain?
That's where a great tagline fits in.
A great tagline defines your business in one sentence or less. A great tagline is also arguably the most difficult part of developing your marketing strategy.
A great tagline has rhythm. It defines your business in a way your target customer can relate to. It also doesn't try to be all things to all people. And a great tagline immediately tells your customers "what's it in for me".
Burger King has one of the great taglines - Have it your way. If there was ever something that spoke to "what's in it for me", it's this one. (Pity they can't get their act together on their strategies...even a great tagline can't save you if you flip flop all over the place with your strategies.)
The value of a great tagline is in its ability to be on everything you do to market your business. It should be on your business cards, brochures, print ads, signage and...well, you get the idea. If your tagline is well done, then all these "hits" on your customer will help you develop space in their brain.
How do you get a great tagline and how do you know when it's great?
You can, of course, hire a professional. Writing great taglines is a serious skill. When you think about how many business owners can't describe their business in 30 seconds or less, you can imagine how hard it is to actually come up with something in one sentence or less.
Another option, and one of my favourites, is to have a tagline party. Silly? Yes, maybe. But I have found wonderful taglines evolve from many brains bouncing ideas around. Get some friends, customers or staff together and throw all ideas into play. No idea is too silly. From silly ideas come great taglines. After a couple hours of eating, drinking and making merry, pick two ideas and massage them into final examples. Then test each of them to find which one relates well with your customers.
I'm not saying a tagline party will work for everyone. And you should bounce your final ideas off a professional to make sure they are all the things you think they are. A professional can help you polish your tagline into a bright shining example of clever marketing.
Many business owners think that a tagline is only for the "big guys" but a great tagline is a lifeline for new and small businesses.
Friday, May 9, 2008
Perception is Reality - Finally proof!
For years, I've been coaching clients through the maze of their customers' perceptions and how they relate to the business' reality. I've also written periodically about audience perceptions in these blog pages.
The bottom line is: your customer's perception about your business is truly their reality about your business. Based on your marketing tactics do they perceive you as trustworthy, reliable, quality? Their perceptions are built from the quality of your paper choices, the colours and language styles you use, their personal experience with you and the myriad of other things that represent your brand.
This week The New York Times, that most august of publications, ran a story discussing two studies into consumers' preferences in wine. Within the article I discovered valuable proof that perception is indeed reality.
In one study, researchers scanned the brains of 21 volunteers as they tasted small samples of wine. They scanned the part of the brain where flavour responses apparently register. The subjects were only told the price of the wine. Without their knowledge, they tasted one wine twice but were given two different prices for that wine. Invariably, they preferred the one they thought was more expensive.
So now we can safely say perception is not a small trigger. If brain activity can actually be measured and responses changed because of perception, small businesses need to be ever more aware of the perception they are delivering. Professional marketers have been aware of this for centuries, but most small business owners aren't professional marketers.
Perhaps the most marvelous example of perception being reality is Cervantes' Man of La Mancha. In this story, Don Quixote is viewed as a dangerous madman because he sees the world differently from those around him. But his perception of the world is truly his reality. Where everyone else sees a barmaid prostitute, Quixote sees a chaste, saintly woman. The strength of his belief eventually sways a couple of people to believe they are what he sees.
Unfortunately, for small businesses there isn't time to convince your customer of your reality if it differs from their perception. So the key is to control their perceptions right from the start. You might be proud of your business, but do your customers see that in your marketing tactics? You may believe you have a valuable, unique product or service, but do your customers see that?
Customers make purchases with their heart and their head. We know the emotional purchase is almost always based on perception, but now we have proof that perception is also affecting the brain.
The bottom line is: your customer's perception about your business is truly their reality about your business. Based on your marketing tactics do they perceive you as trustworthy, reliable, quality? Their perceptions are built from the quality of your paper choices, the colours and language styles you use, their personal experience with you and the myriad of other things that represent your brand.
This week The New York Times, that most august of publications, ran a story discussing two studies into consumers' preferences in wine. Within the article I discovered valuable proof that perception is indeed reality.
In one study, researchers scanned the brains of 21 volunteers as they tasted small samples of wine. They scanned the part of the brain where flavour responses apparently register. The subjects were only told the price of the wine. Without their knowledge, they tasted one wine twice but were given two different prices for that wine. Invariably, they preferred the one they thought was more expensive.
So now we can safely say perception is not a small trigger. If brain activity can actually be measured and responses changed because of perception, small businesses need to be ever more aware of the perception they are delivering. Professional marketers have been aware of this for centuries, but most small business owners aren't professional marketers.
Perhaps the most marvelous example of perception being reality is Cervantes' Man of La Mancha. In this story, Don Quixote is viewed as a dangerous madman because he sees the world differently from those around him. But his perception of the world is truly his reality. Where everyone else sees a barmaid prostitute, Quixote sees a chaste, saintly woman. The strength of his belief eventually sways a couple of people to believe they are what he sees.
Unfortunately, for small businesses there isn't time to convince your customer of your reality if it differs from their perception. So the key is to control their perceptions right from the start. You might be proud of your business, but do your customers see that in your marketing tactics? You may believe you have a valuable, unique product or service, but do your customers see that?
Customers make purchases with their heart and their head. We know the emotional purchase is almost always based on perception, but now we have proof that perception is also affecting the brain.
Monday, May 5, 2008
Two takes on "you get what you pay for"
My work with small and rural business has made me realize there really are two concepts covered by the adage "you get what you pay for".
The first one is obvious. If you buy a cheap pair of shoes, they last three months; if you buy a good quality but more expensive pair, they last you years. The same goes with your marketing communications. A designer who charges you $10 per hour is probably one of three things: desperate, untrained or unemployable. Most designers have pride and talent that comes with a fair market value. This is also true of your marketing consultants. If your consultant has solid experience and a background with results, then it is going come with a price tag.
The second interpretation is a little different, but is a piece of information to which start-up businesses need to pay particular attention, and small business might still require.
In this case, "you get what you pay for" speaks to the fact that once you have paid for your design, you own it and your designer or advertising firm should make it readily available to you. In fact, you really should get copies of all your designs - logos, ads, print materials - to keep for your own records.
I have recently heard of too many situations where designers are refusing to release logo designs and print ads. And in some cases, promotional item houses are refusing to release the digitized logos used to sew garments. I assume they do this to try to keep the business to themselves. If they give you the logo, you can get anyone to do the work for you.
In both cases, once the item has been paid for, you own it and are entitled to have it in your possession to do with what you wish. Don't ever let a designer, ad firm or promo producer tell you otherwise.
Canadian Intellectual Property law stipulates that once the work is paid for, it belongs to the person/firm who paid for it. For there to be an exception to this rule, there must be a contract, signed by both parties that clearly states the property remains in the designer's ownership.
I think it is fair to say designers/companies who will not release your logo, ad or other designs are not ethical marketing personnel. If this has happened to you, I hope you no longer do work with them. If it hasn't happened to you yet, the minute it does change your supplier to someone who knows and abides by the law.
There may be a small fee from your designer to supply you with digital files of your work, and I mean a small fee. This would cover the time to back-up the files, sort them, burn them to disk, etc. Hopefully, your designer has included this in his estimate of costs and automatically supplies you with your files without any form of debate.
So if you are tired of hearing people say "you get what you pay for" as you go along marketing your business with cheap paper, amateur design or free existing templates - and then not seeing the results you desire - perhaps you weren't meant to be a long-lasting success. But even for you folks, the second interpretation is valuable.
The first one is obvious. If you buy a cheap pair of shoes, they last three months; if you buy a good quality but more expensive pair, they last you years. The same goes with your marketing communications. A designer who charges you $10 per hour is probably one of three things: desperate, untrained or unemployable. Most designers have pride and talent that comes with a fair market value. This is also true of your marketing consultants. If your consultant has solid experience and a background with results, then it is going come with a price tag.
The second interpretation is a little different, but is a piece of information to which start-up businesses need to pay particular attention, and small business might still require.
In this case, "you get what you pay for" speaks to the fact that once you have paid for your design, you own it and your designer or advertising firm should make it readily available to you. In fact, you really should get copies of all your designs - logos, ads, print materials - to keep for your own records.
I have recently heard of too many situations where designers are refusing to release logo designs and print ads. And in some cases, promotional item houses are refusing to release the digitized logos used to sew garments. I assume they do this to try to keep the business to themselves. If they give you the logo, you can get anyone to do the work for you.
In both cases, once the item has been paid for, you own it and are entitled to have it in your possession to do with what you wish. Don't ever let a designer, ad firm or promo producer tell you otherwise.
Canadian Intellectual Property law stipulates that once the work is paid for, it belongs to the person/firm who paid for it. For there to be an exception to this rule, there must be a contract, signed by both parties that clearly states the property remains in the designer's ownership.
I think it is fair to say designers/companies who will not release your logo, ad or other designs are not ethical marketing personnel. If this has happened to you, I hope you no longer do work with them. If it hasn't happened to you yet, the minute it does change your supplier to someone who knows and abides by the law.
There may be a small fee from your designer to supply you with digital files of your work, and I mean a small fee. This would cover the time to back-up the files, sort them, burn them to disk, etc. Hopefully, your designer has included this in his estimate of costs and automatically supplies you with your files without any form of debate.
So if you are tired of hearing people say "you get what you pay for" as you go along marketing your business with cheap paper, amateur design or free existing templates - and then not seeing the results you desire - perhaps you weren't meant to be a long-lasting success. But even for you folks, the second interpretation is valuable.
Monday, April 14, 2008
This week in television ad land
We haven't talked about television very much because in most cases it just isn't a good buy for rural & small business. But there are certainly lessons to learn from what the big guys are doing with their ads.
Let's start with my favourite ad of the last couple of months. It's a Jeep ad using pop music as support. People who have attended my workshops know I despise pop music in ads because you remember the music but never the vendor. In this case, the ad is so well done that I remember the vendor just so I can reference it successfully to others.
So take a look at the "Rock Me Gently" Jeep ad. Why does this ad work so well?
First off, the acting is great. The guy has so many terrific expressions that actually match what's going on. And they have done a great match between generations. The guy is young to appeal to a 20 - 35 audience but used music from a generation older. They have made the music an integral part of the ad, not just background music. (and the music sticks in your head altho not sure that's a positive attribute) And laugh! Oh my goodness, after watching it 50 times I still laugh when I see it. And humour is the #1 way to get people to remember your ad. Jeep has found humour that is great to participate with, without being rude or disgusting.
Kudos to the creative team. Positive genius!
Now, the medium success on Canadian television. Aviva Insurance is starting to advertise and went big with the buy. They are on American Idol, Family Guy and some other huge audience spectaculars. Primarily, not sure the buy is worth it. So much of this audience group is outside of their target market. But hey, more people will see it even if they won't care. Maybe a really targeted buy to some specialty channels would have been a better use of the money. It isn't all about being on the biggest shows, it's about using the money sensibly to hit your specific market more often. For every hit on American Idol, no doubt there could have been five hits on a specialty channel.
The ad talks about changing insurance. They have tried to go for humour but it falls down. Mildly amusing at best. The big issue is the colour choices for the banner at the end that identifies the company through logo and website. You can't read the website address and the yellow just overwhelms the screen. You instinctively watch the announcer rather than reading the text in the bright yellow box. Yellow is the most conflicting colour to the human brain so maybe not the best choice for so much screen space.
But bravo to the folks at Aviva that built the survey that supports this ad campaign. It is amusing just walking through, but when you select the "relief" button you can really see that someone has a great sense of juxtaposition. The yellow is still really hard on the eyes so folks will probably rush through it, but at least the exposure and more of the story are there.
And last, and certainly, least - the new RONA split 15-second spots. I've only seen one of them, but in that one they share information that isn't even correct in an attempt to sell more of their product. In the front end 15-second, you get a question. In this case "Can you use the same drywall in all rooms". In the back 15-second, they give you the answer (after you have sat through other people's ads). In this case, they answered "no". Well really, of course you can use the same drywall in all types of rooms. You may not want to, but you can. And in my opinion, split 15s just make people watch the ads in between with more vigour while they wait for the answer. So other advertisers should be thanking RONA for this less than clever sales tactic.
What's the big learn from today's rant?
1. Know your audience and the audiences around them. Jeep does a great job reaching a broad audience base by using music that is now multi-generational.
2. Humor is your friend. Especially when you can do it without being disgusting.
3. Make sure you use great talent. Whether it's your actors or your designers, great talent shows. Jeep has used a terrific creative team and a brilliant, funny actor. Aviva has used some good ideas but the visual team (or the corporate folks with the final say) have mucked it up with the insistence of using so much yellow.
4. Don't use yellow if you don't have to. It hurts the brain.
5. Be smart with your buy. Target your audience and use the methods that reach them with as little spill into useless audience as possible.
6. Don't stretch the truth in your advertising. You'll get caught and it's a negative mark on your brand.
Let's start with my favourite ad of the last couple of months. It's a Jeep ad using pop music as support. People who have attended my workshops know I despise pop music in ads because you remember the music but never the vendor. In this case, the ad is so well done that I remember the vendor just so I can reference it successfully to others.
So take a look at the "Rock Me Gently" Jeep ad. Why does this ad work so well?
First off, the acting is great. The guy has so many terrific expressions that actually match what's going on. And they have done a great match between generations. The guy is young to appeal to a 20 - 35 audience but used music from a generation older. They have made the music an integral part of the ad, not just background music. (and the music sticks in your head altho not sure that's a positive attribute) And laugh! Oh my goodness, after watching it 50 times I still laugh when I see it. And humour is the #1 way to get people to remember your ad. Jeep has found humour that is great to participate with, without being rude or disgusting.
Kudos to the creative team. Positive genius!
Now, the medium success on Canadian television. Aviva Insurance is starting to advertise and went big with the buy. They are on American Idol, Family Guy and some other huge audience spectaculars. Primarily, not sure the buy is worth it. So much of this audience group is outside of their target market. But hey, more people will see it even if they won't care. Maybe a really targeted buy to some specialty channels would have been a better use of the money. It isn't all about being on the biggest shows, it's about using the money sensibly to hit your specific market more often. For every hit on American Idol, no doubt there could have been five hits on a specialty channel.
The ad talks about changing insurance. They have tried to go for humour but it falls down. Mildly amusing at best. The big issue is the colour choices for the banner at the end that identifies the company through logo and website. You can't read the website address and the yellow just overwhelms the screen. You instinctively watch the announcer rather than reading the text in the bright yellow box. Yellow is the most conflicting colour to the human brain so maybe not the best choice for so much screen space.
But bravo to the folks at Aviva that built the survey that supports this ad campaign. It is amusing just walking through, but when you select the "relief" button you can really see that someone has a great sense of juxtaposition. The yellow is still really hard on the eyes so folks will probably rush through it, but at least the exposure and more of the story are there.
And last, and certainly, least - the new RONA split 15-second spots. I've only seen one of them, but in that one they share information that isn't even correct in an attempt to sell more of their product. In the front end 15-second, you get a question. In this case "Can you use the same drywall in all rooms". In the back 15-second, they give you the answer (after you have sat through other people's ads). In this case, they answered "no". Well really, of course you can use the same drywall in all types of rooms. You may not want to, but you can. And in my opinion, split 15s just make people watch the ads in between with more vigour while they wait for the answer. So other advertisers should be thanking RONA for this less than clever sales tactic.
What's the big learn from today's rant?
1. Know your audience and the audiences around them. Jeep does a great job reaching a broad audience base by using music that is now multi-generational.
2. Humor is your friend. Especially when you can do it without being disgusting.
3. Make sure you use great talent. Whether it's your actors or your designers, great talent shows. Jeep has used a terrific creative team and a brilliant, funny actor. Aviva has used some good ideas but the visual team (or the corporate folks with the final say) have mucked it up with the insistence of using so much yellow.
4. Don't use yellow if you don't have to. It hurts the brain.
5. Be smart with your buy. Target your audience and use the methods that reach them with as little spill into useless audience as possible.
6. Don't stretch the truth in your advertising. You'll get caught and it's a negative mark on your brand.
Monday, April 7, 2008
When less is definitely more
How many ads have you seen and heard where the advertiser tries to do too many things at once? Unfortunately, I've seen way too many over the last weeks. My focus on rural and small business has exposed me to print and audio/visual advertising that is over-designed, over-produced and completely unfocused.
If you want to make the most of your advertising, there is a very key thing to remember. Be focused, focused, focused.
Keep your message short and sweet. People today have very short attention spans, especially for advertising. You'll never successfully be all things to all people, so don't even try. Know your audience thoroughly and design your messages to speak clearly to them.
Don't mix your messages. Pick a topic and stay on it. The 30-second radio spot is great for this because you can only do a little bit in 30 seconds. But print ads and flyers can get away from you pretty quickly.
Make sure your designer understands the concept of minimalism. There's often no need for tons of illustrations, graphic effects, and there's definitely no need for a kazillion type styles and sizes. Trained designers know this. I realize that not everyone is working with a trained designer, and those companies can be spotted instantly through the over-design and clutter in their advertising.
Remember too that white space is easy on the eye. If your customers have to struggle to read your message, they'll just turn away. Be careful when using reversed-out type (white type on dark surface). Many type styles can't hold up under this treatment. Most especially script fonts.
Test all your print and audio/visual advertising with someone who doesn't know the message. If they don't get it quickly, then you need to modify.
If you want to make the most of your advertising, there is a very key thing to remember. Be focused, focused, focused.
Keep your message short and sweet. People today have very short attention spans, especially for advertising. You'll never successfully be all things to all people, so don't even try. Know your audience thoroughly and design your messages to speak clearly to them.
Don't mix your messages. Pick a topic and stay on it. The 30-second radio spot is great for this because you can only do a little bit in 30 seconds. But print ads and flyers can get away from you pretty quickly.
Make sure your designer understands the concept of minimalism. There's often no need for tons of illustrations, graphic effects, and there's definitely no need for a kazillion type styles and sizes. Trained designers know this. I realize that not everyone is working with a trained designer, and those companies can be spotted instantly through the over-design and clutter in their advertising.
Remember too that white space is easy on the eye. If your customers have to struggle to read your message, they'll just turn away. Be careful when using reversed-out type (white type on dark surface). Many type styles can't hold up under this treatment. Most especially script fonts.
Test all your print and audio/visual advertising with someone who doesn't know the message. If they don't get it quickly, then you need to modify.
Saturday, March 29, 2008
Even word-of-mouth doesn't happen on its own
One of the big news stories in the US this week is the purchase of XM by Sirius Satellite Radio. It's big news because of the discussions around competition and how the consumer is affected by Sirius buying up their competitors.
But I bring it up here because their marketing tactics could have foretold who was going to come out on top. A couple of years ago, I was working with a large financial institution on a project in which we needed some prizing. I chose a package from Sirius as the major prize and had to defend this decision with the senior executives. Their big question was, "How do you know Sirius will be around in a few years and that everyone won't have gone with XM?"
My answer was, "Their marketing". Now, beyond a shadow of a doubt, marketing has to be interpreted here as more than just advertising. I was never a big fan of the Sirius advertising, but they were managing their budget well. They became a supplier to Canadian Tire and other large retailers. They sponsored some great events. They had a terrific PR machine keeping them in the forefront of people's minds.
Where was XM?
And this is my point today for small and rural businesses. You have to get out there. It doesn't always have to do with advertising.
This week, I heard a story about a group of small business owners lamenting that they had made no sales. When asked what they planned to do to change this, they all said, "Nothing, word of mouth will get me sales eventually."
For those of you who have read some of my other blogs, you can probably imagine the screaming going on inside my head when I heard this. Word of mouth doesn't happen on its own. You have to start the cycle of referral with planned tactics.
Similar to Sirius, rural and small businesses can increase their sales, and their chance of still being in business a year from now, by getting out there with whatever means are possible. I'm not talking a huge advertising campaign. I'm talking specific, economical tactics that have an excellent chance of returning the investment.
Event-based marketing is a good example. Develop or sponsor an event and promote the dickens out of it. Use media releases, posters in your neighbourhood variety store and post offices, develop an inexpensive postcard to carry with you and hand out everywhere you go.
You don't have to spend a fortune to get your business into the front of people's brains. But you do have to be creative with your tactics and messages. As a rural or small business owner, you have to set the ball in motion so word of mouth can develop. Take advantage of networking opportunities like your local Chamber of Commerce. Attend their events and hand out your postcards or business cards and talk up your business like crazy.
Once you have a few satisfied customers, then word of mouth marketing stands a chance. But if you can't get a few people talking, word of mouth will never do you justice.
But I bring it up here because their marketing tactics could have foretold who was going to come out on top. A couple of years ago, I was working with a large financial institution on a project in which we needed some prizing. I chose a package from Sirius as the major prize and had to defend this decision with the senior executives. Their big question was, "How do you know Sirius will be around in a few years and that everyone won't have gone with XM?"
My answer was, "Their marketing". Now, beyond a shadow of a doubt, marketing has to be interpreted here as more than just advertising. I was never a big fan of the Sirius advertising, but they were managing their budget well. They became a supplier to Canadian Tire and other large retailers. They sponsored some great events. They had a terrific PR machine keeping them in the forefront of people's minds.
Where was XM?
And this is my point today for small and rural businesses. You have to get out there. It doesn't always have to do with advertising.
This week, I heard a story about a group of small business owners lamenting that they had made no sales. When asked what they planned to do to change this, they all said, "Nothing, word of mouth will get me sales eventually."
For those of you who have read some of my other blogs, you can probably imagine the screaming going on inside my head when I heard this. Word of mouth doesn't happen on its own. You have to start the cycle of referral with planned tactics.
Similar to Sirius, rural and small businesses can increase their sales, and their chance of still being in business a year from now, by getting out there with whatever means are possible. I'm not talking a huge advertising campaign. I'm talking specific, economical tactics that have an excellent chance of returning the investment.
Event-based marketing is a good example. Develop or sponsor an event and promote the dickens out of it. Use media releases, posters in your neighbourhood variety store and post offices, develop an inexpensive postcard to carry with you and hand out everywhere you go.
You don't have to spend a fortune to get your business into the front of people's brains. But you do have to be creative with your tactics and messages. As a rural or small business owner, you have to set the ball in motion so word of mouth can develop. Take advantage of networking opportunities like your local Chamber of Commerce. Attend their events and hand out your postcards or business cards and talk up your business like crazy.
Once you have a few satisfied customers, then word of mouth marketing stands a chance. But if you can't get a few people talking, word of mouth will never do you justice.
Monday, March 17, 2008
The little card tells a big story
I've been seeing a lot of small and rural businesses' business cards lately. You can really tell the ones that have been designed and printed on home computers. You can also tell the ones that have been designed and printed professionally.
I have to guess that the businesses putting their face forward with business cards designed on their home computers and printers just don't realize the message this sends to their potential customers.
So here's the scoop:
Your business card is your first contact with a good portion of your customer base. You hand them over at networking groups and at every meeting you attend. They hang around in people's day-books, pockets and in weird places in their cars. You should never underestimate the value of great looking business card.
Unfortunately, too many rural and small business owners think the business card is a throw-away and not worth an investment. Think again. Your business card tells your story, represents your brand and has more staying power than almost any other kind of printed marketing.
So what message do you think an unprofessional, flimsy business card relays?
What it says is, "I don't really care about my business. I probably won't be around in six months so don't worry about losing my business card. I don't have enough pride in my business to bother about looking professional or reliable."
I've still got business cards from people I met 10 years ago. And you can bet the quality of the card reminds me why I have done business with them, or why not.
Your business card sets the tone for all the rest of your marketing - your stationery, your print ads, your website.
So say, for instance, your customer base is highly educated people with a disposable income. If your business card is messy, cluttered and on cheap paper, do you think this customer base is going to trust you?
It isn't rocket science. Get your business card designed and printed so you can be proud to show it off. You'll find your customers believe in you faster and you'll also find yourself being more excited to hand your cards out to others.
I have to guess that the businesses putting their face forward with business cards designed on their home computers and printers just don't realize the message this sends to their potential customers.
So here's the scoop:
Your business card is your first contact with a good portion of your customer base. You hand them over at networking groups and at every meeting you attend. They hang around in people's day-books, pockets and in weird places in their cars. You should never underestimate the value of great looking business card.
Unfortunately, too many rural and small business owners think the business card is a throw-away and not worth an investment. Think again. Your business card tells your story, represents your brand and has more staying power than almost any other kind of printed marketing.
So what message do you think an unprofessional, flimsy business card relays?
What it says is, "I don't really care about my business. I probably won't be around in six months so don't worry about losing my business card. I don't have enough pride in my business to bother about looking professional or reliable."
I've still got business cards from people I met 10 years ago. And you can bet the quality of the card reminds me why I have done business with them, or why not.
Your business card sets the tone for all the rest of your marketing - your stationery, your print ads, your website.
So say, for instance, your customer base is highly educated people with a disposable income. If your business card is messy, cluttered and on cheap paper, do you think this customer base is going to trust you?
It isn't rocket science. Get your business card designed and printed so you can be proud to show it off. You'll find your customers believe in you faster and you'll also find yourself being more excited to hand your cards out to others.
Tuesday, March 11, 2008
And all he sees is the almighty dollar
I did a survey recently and discovered that 98 percent of rural and small business owners were handling their own marketing. I also discovered the majority have an intense dislike of advertising sales guys. You know the ones - they get your phone number and call you all the time, they stop by unannounced and muddy the marketing waters by insisting their advertising is the best way to go for your business. They are slick and shiny. And they have left a very bad taste in a lot of people's mouths in my area.
And out of this environment of intense dislike, one of these sales guys opened his own business selling advertising and promotional items to local small businesses. Changed his tune, but didn't change his schtick. He is still slick and still shiny and believes success is based on being the cheapest at what he does.
What he has also managed to do is take away the uniqueness of many businesses. He achieves "cheapest" by offering a standard paper so he can take everyone's work and pile it up into one print run. (It's called 'ganging' the work. e.g. business cards from 25 different businesses all laid up on one sheet, same paper, same ink, same quality - or lack thereof)
Of course, businesses don't have to work with him and can keep their uniqueness. But when you see 1,000 business cards offered in full colour for $40, who would say no?
For goodness sake, say no. If your company is promoted on the same paper as everyone else, how will you stand out?
And while he shared with me the wonders of his successful business, our advertising-guy-turned-business-owner laughed over mistakes he'd made in people's information. Are you willing to accept mistakes that hold up your marketing efforts or, heaven forbid, get out into your customers' hands?
Attention to quality costs money. People are always cheapest for a reason. They rush the job through so it takes less hours which can translate into mistakes. They don't use quality supplies which reflects poorly on your brand. And often times, they just don't care about your business.
Buy the right solution for your business. Keep your uniqueness alive. And don't scrimp on your marketing. Your customers will see it and measure your business by it.
And out of this environment of intense dislike, one of these sales guys opened his own business selling advertising and promotional items to local small businesses. Changed his tune, but didn't change his schtick. He is still slick and still shiny and believes success is based on being the cheapest at what he does.
What he has also managed to do is take away the uniqueness of many businesses. He achieves "cheapest" by offering a standard paper so he can take everyone's work and pile it up into one print run. (It's called 'ganging' the work. e.g. business cards from 25 different businesses all laid up on one sheet, same paper, same ink, same quality - or lack thereof)
Of course, businesses don't have to work with him and can keep their uniqueness. But when you see 1,000 business cards offered in full colour for $40, who would say no?
For goodness sake, say no. If your company is promoted on the same paper as everyone else, how will you stand out?
And while he shared with me the wonders of his successful business, our advertising-guy-turned-business-owner laughed over mistakes he'd made in people's information. Are you willing to accept mistakes that hold up your marketing efforts or, heaven forbid, get out into your customers' hands?
Attention to quality costs money. People are always cheapest for a reason. They rush the job through so it takes less hours which can translate into mistakes. They don't use quality supplies which reflects poorly on your brand. And often times, they just don't care about your business.
Buy the right solution for your business. Keep your uniqueness alive. And don't scrimp on your marketing. Your customers will see it and measure your business by it.
Sunday, March 2, 2008
And the first to go is the marketing budget
When sales go down, as many industries will see in the next while because of the state of the American economy, the accountants start making their lists of cutbacks and layoffs. This is true in big business as well as rural and small business. And one of the first things to go, in the majority of cases, is the marketing budget.
Accountants see marketing as a cost centre. There is no direct line from marketing to increased revenue in an accountant's mind. It is the sales department that brings in the revenue. So cutting back the marketing budget will save money, right?
Wrong!
If you cut back on your marketing spend, how will your customers learn all the great things about your business? If anything, you should plan to increase your marketing budget to support your sales during times of lean coffers.
I've lost count of the number of times I've had this discussion with accountants and actuaries. Okay, for their sakes, I'll change what I just said (plan to increase your marketing budget) to leave the marketing budget alone - leave it at the same level it's at before your business starts to shrink.
This is where having the right marketing team in place is so very important. Your messages have to be fine-tuned and extremely targeted during the lean times.
I've just had the pleasure of working with a bunch of brand new business owners as they build their business plans. Needless to say when you're first starting your business, times are lean as well.
It was painful for me. They were being told by the class facilitators that a reasonable marketing budget is between two to five per cent of their annual sales projections. Of course, they were also coached that they should decide what they needed to do to market their business and plan an appropriate budget. Not one of them went above the five per cent mark, and most went with two per cent. Needless to say, these percentages were created by accountants.
Brand new businesses should be planning a bigger marketing spend to get the word out and promote strong sales. With a tight, skinflint marketing budget, their business will grow slowly and may not survive the first year.
Economies of course make sense when times are lean, but it's important to look at the big picture. If you cut back your marketing budget, what will support your sales team and deliver your message to your customers?
Accountants see marketing as a cost centre. There is no direct line from marketing to increased revenue in an accountant's mind. It is the sales department that brings in the revenue. So cutting back the marketing budget will save money, right?
Wrong!
If you cut back on your marketing spend, how will your customers learn all the great things about your business? If anything, you should plan to increase your marketing budget to support your sales during times of lean coffers.
I've lost count of the number of times I've had this discussion with accountants and actuaries. Okay, for their sakes, I'll change what I just said (plan to increase your marketing budget) to leave the marketing budget alone - leave it at the same level it's at before your business starts to shrink.
This is where having the right marketing team in place is so very important. Your messages have to be fine-tuned and extremely targeted during the lean times.
I've just had the pleasure of working with a bunch of brand new business owners as they build their business plans. Needless to say when you're first starting your business, times are lean as well.
It was painful for me. They were being told by the class facilitators that a reasonable marketing budget is between two to five per cent of their annual sales projections. Of course, they were also coached that they should decide what they needed to do to market their business and plan an appropriate budget. Not one of them went above the five per cent mark, and most went with two per cent. Needless to say, these percentages were created by accountants.
Brand new businesses should be planning a bigger marketing spend to get the word out and promote strong sales. With a tight, skinflint marketing budget, their business will grow slowly and may not survive the first year.
Economies of course make sense when times are lean, but it's important to look at the big picture. If you cut back your marketing budget, what will support your sales team and deliver your message to your customers?
Sunday, February 17, 2008
Small business needs to outsource marketing to get best bang for their buck
A survey recently conducted by Mormac Brand Re-engineering showed that 90% of small business owners do their own marketing. In some cases this meant everything, including graphic design. About 12% did have professionals handling their graphic design and web page development but all other marketing tasks were handled by themselves. This was particularly true in start-up businesses.
And people wonder why 50% of small businesses close in the first year and 70% are gone by year five.
You wouldn't go into a serious court case and handle it yourself. You'd take your lawyer. You wouldn't battle the tax man by yourself, you'd take your accountant. You have financial advisors, insurance advisors - so why don't you have a marketing advisor?
The Canadian Bankers Association recommends this list of advisors to help small business be successful: "Lawyers, accountants, financial advisors, communications and marketing specialists, insurance agents, computer and technology experts – all can provide professional advice and other services to you."
Lately, I've heard small business owners saying, "I can't pay for a marketing specialist right now, I have to make more sales so I have more money." And where are those sales going to come from if you aren't marketing yourself correctly? And realistically, poorly-handled marketing costs you money - it doesn't make you money.
Now I know some small business owners think that to get good solid marketing advice they have to pay through the nose. But this is not necessarily true. A consultation on the habits of your customers and how that plays into delivering strong messages may be all it takes. Marketing isn't just advertising (which is where an awful lot of money is spent). A small business marketing consultant should save you money and increase your sales.
You don't need a glitzy, glamorous advertising agency to help you get a handle on your marketing. Check around. There are entrepreneurial marketers out there with the experience and skills to review your plan and give advice, without having you tie yourself to full agency services.
Do yourself a favour. Stop thinking you know how to do everything. You don't. And no one expects you to - except maybe yourself. Get a marketing advisor just like you get a lawyer or accountant.
And people wonder why 50% of small businesses close in the first year and 70% are gone by year five.
You wouldn't go into a serious court case and handle it yourself. You'd take your lawyer. You wouldn't battle the tax man by yourself, you'd take your accountant. You have financial advisors, insurance advisors - so why don't you have a marketing advisor?
The Canadian Bankers Association recommends this list of advisors to help small business be successful: "Lawyers, accountants, financial advisors, communications and marketing specialists, insurance agents, computer and technology experts – all can provide professional advice and other services to you."
Lately, I've heard small business owners saying, "I can't pay for a marketing specialist right now, I have to make more sales so I have more money." And where are those sales going to come from if you aren't marketing yourself correctly? And realistically, poorly-handled marketing costs you money - it doesn't make you money.
Now I know some small business owners think that to get good solid marketing advice they have to pay through the nose. But this is not necessarily true. A consultation on the habits of your customers and how that plays into delivering strong messages may be all it takes. Marketing isn't just advertising (which is where an awful lot of money is spent). A small business marketing consultant should save you money and increase your sales.
You don't need a glitzy, glamorous advertising agency to help you get a handle on your marketing. Check around. There are entrepreneurial marketers out there with the experience and skills to review your plan and give advice, without having you tie yourself to full agency services.
Do yourself a favour. Stop thinking you know how to do everything. You don't. And no one expects you to - except maybe yourself. Get a marketing advisor just like you get a lawyer or accountant.
Sunday, February 3, 2008
Know your audience means save your money
I just finished reading a newspaper article about a government program for interest-free, forgivable loans. The director of municipal housing for London, Ontario was interviewed:
So let's take a look at the city's tactics in this "well-publicized" plan versus audience behaviours.
Families with less than $50,000 income are probably not hanging out at the bank. And a majority of folks under 40 years of age do their banking on-line so they're rarely in the bank, if ever. So using funds to promote this program in lending institutions should probably have been kept to a minimum. A nice message to the lending officers might have been enough on the off chance that someone making $50,000/year decided they could afford a house (never mind all the public relations nightmares going on in the US about housing costs and loans and the impact rising interests rates have had on people's ability to pay their mortgages - that has had so much play in the Canadian media that lower middle income families are likely stepping cautiously).
Libraries. Hmm. I love the library. Bought my house because the library is right next door. But I know I am an anomaly. Reading for fun is becoming less and less a popular hobby, especially with people in lower income and lower education brackets. Research is done online for those with a computer rather than wading through the stacks at the library. And in this time of over-packed schedules, I can't think of anyone in my experience intentionally wandering around the library to find adverts from the city or anyone else.
Would you have a chat with a realtor if you didn't think you could afford a house? Of course, they would want to be aware of the program, but again, not necessary to put much money under it.
And now the buggaboo of all buggaboos - the media. And by this, she means mainstream media. Newspapers and radio. Maybe even some television.
Newspaper readership has been deteriorating for over a decade. Partly because people are less interested in reading, partly because mainstream journalism has become an entertainment industry rather than a credible news source in many cases and finally because the internet allows people to streamline their experience with less newsprint in the house and less black smeary ink on their fingers.
Loads of statistics across the country show that newspaper readership goes up with higher education and household income. So, doesn't look like a favourable buy for households under $50,000.
And beware of misleading comments in the readership statistics of newspapers. London Free Press says that 71% of adults 25 - 49 read their newspaper each week (notice it doesn't say every day). Which properly translated means these people open the newspaper a minimum of once a week. So which section? How many of them only look at Friday's entertainment section? How many only look at the classifieds? Sports page? Lifestyle?
Radio is challenging at the best of times. Each market has more radio stations than you could possibly need. London has at least seven stations, not including all the stations from surrounding areas that spill into the market. Radio is terrific if you can really nail down the habits of your audience, but again you are trapped with figuring out when they are actually listening. No point in running ads when your audience isn't there.
And then television, one of the most challenging things to buy on a tight budget. London does have a local station, but with all the specialty channels and major networks, how many Londoners are actually watching? Not many.
So it is easy to criticize but is it easy to figure out what might have worked? How about an online component, even it is only a targeted ad on the newspaper's website? How about unaddressed admail directed to those neighbourhoods with the correct demographics? How about some kind of partnership with Walmart or Zellers? An insert for their shopping bags?
Municipality employees often make tactical decisions based on their own life experience, not through any solid research into the habits of their audience. Which is why so much municipal marketing money is wasted. And don't get me wrong - municipalities aren't the only ones who do this. Large corporations right down to the mom-and-pop corner store are frequently guilty of this.
Don't waste your marketing dollars. If you don't know the habits of your audience, find someone who does. And be open to new ways to talk to your audience.
"We promoted the heck out of it" is obviously a relative statement, but I certainly don't think the tactics she listed would equal promoting the heck out of anything.
'Louise Stevens, London's director of municipal housing, said the program was well-publicized in London in lending institutions, libraries, realtors and the media.
"We promoted the heck out of it," she said.'
One of the conditions of this program, in which renters can get a loan for a downpayment on purchasing a house, is household income of $50,000 or less.So let's take a look at the city's tactics in this "well-publicized" plan versus audience behaviours.
Families with less than $50,000 income are probably not hanging out at the bank. And a majority of folks under 40 years of age do their banking on-line so they're rarely in the bank, if ever. So using funds to promote this program in lending institutions should probably have been kept to a minimum. A nice message to the lending officers might have been enough on the off chance that someone making $50,000/year decided they could afford a house (never mind all the public relations nightmares going on in the US about housing costs and loans and the impact rising interests rates have had on people's ability to pay their mortgages - that has had so much play in the Canadian media that lower middle income families are likely stepping cautiously).
Libraries. Hmm. I love the library. Bought my house because the library is right next door. But I know I am an anomaly. Reading for fun is becoming less and less a popular hobby, especially with people in lower income and lower education brackets. Research is done online for those with a computer rather than wading through the stacks at the library. And in this time of over-packed schedules, I can't think of anyone in my experience intentionally wandering around the library to find adverts from the city or anyone else.
Would you have a chat with a realtor if you didn't think you could afford a house? Of course, they would want to be aware of the program, but again, not necessary to put much money under it.
And now the buggaboo of all buggaboos - the media. And by this, she means mainstream media. Newspapers and radio. Maybe even some television.
Newspaper readership has been deteriorating for over a decade. Partly because people are less interested in reading, partly because mainstream journalism has become an entertainment industry rather than a credible news source in many cases and finally because the internet allows people to streamline their experience with less newsprint in the house and less black smeary ink on their fingers.
Loads of statistics across the country show that newspaper readership goes up with higher education and household income. So, doesn't look like a favourable buy for households under $50,000.
And beware of misleading comments in the readership statistics of newspapers. London Free Press says that 71% of adults 25 - 49 read their newspaper each week (notice it doesn't say every day). Which properly translated means these people open the newspaper a minimum of once a week. So which section? How many of them only look at Friday's entertainment section? How many only look at the classifieds? Sports page? Lifestyle?
Radio is challenging at the best of times. Each market has more radio stations than you could possibly need. London has at least seven stations, not including all the stations from surrounding areas that spill into the market. Radio is terrific if you can really nail down the habits of your audience, but again you are trapped with figuring out when they are actually listening. No point in running ads when your audience isn't there.
And then television, one of the most challenging things to buy on a tight budget. London does have a local station, but with all the specialty channels and major networks, how many Londoners are actually watching? Not many.
So it is easy to criticize but is it easy to figure out what might have worked? How about an online component, even it is only a targeted ad on the newspaper's website? How about unaddressed admail directed to those neighbourhoods with the correct demographics? How about some kind of partnership with Walmart or Zellers? An insert for their shopping bags?
Municipality employees often make tactical decisions based on their own life experience, not through any solid research into the habits of their audience. Which is why so much municipal marketing money is wasted. And don't get me wrong - municipalities aren't the only ones who do this. Large corporations right down to the mom-and-pop corner store are frequently guilty of this.
Don't waste your marketing dollars. If you don't know the habits of your audience, find someone who does. And be open to new ways to talk to your audience.
"We promoted the heck out of it" is obviously a relative statement, but I certainly don't think the tactics she listed would equal promoting the heck out of anything.
Sunday, January 20, 2008
When is humour not so funny?
This past week, Ford Motor Company was the latest victim in the on-going battle of humour versus social acceptance. (click here for related article)
We know humour in advertising is one of the best ways to get attention and retention. Some statistics show that there is a 70% higher recall on advertising built around humour. But humour is also one of the best ways to cross the line with your audience.
Ford's attempt at being amusing "Drive it like its stolen" was created by a team of creative folks who were out of touch with their audience. While the outcry against this ad has been focused on Winnipeg, I would suggest that this campaign would be offensive in most of Canada. There is an understanding that advertising will not promote any criminal activity and this comes very close to that line.
Black Diamond cheese also spent some time sitting on the line between humour and socially acceptable behaviour. In their ad "The cheese is mine, cat!" the rather frightening old woman swats her cat right off the table. Just in case animal rights folks didn't have enough to talk about I suppose. Fortunately for Black Diamond, they changed the ad without a ton of negative publicity around it.
Humour really is a bonus for advertisers when done correctly. See YouTube if you don't believe me. The kind of exposure that clips on YouTube can bring (what we used to call referrals) is invaluable.
There is an old saying "Any publicity is good publicity". Not really true anymore. Folks are much more discriminating than they used to be and if you offend them - well, just kiss their business good-bye.
So how can you know that your humorous ad isn't going to have negative impact? A few easy rules:
1. Try to get someone on the creative team who is the same age bracket as your audience.
2. Make sure the creative team is aware of current events and news stories from your target location.
3. Test the ad with the full spectrum that your audience represents, and finally
4. If you don't find it funny, don't let your creative team talk you into it.
And always remember the death bed speech, "Dying's easy, it's comedy that's hard".
We know humour in advertising is one of the best ways to get attention and retention. Some statistics show that there is a 70% higher recall on advertising built around humour. But humour is also one of the best ways to cross the line with your audience.
Ford's attempt at being amusing "Drive it like its stolen" was created by a team of creative folks who were out of touch with their audience. While the outcry against this ad has been focused on Winnipeg, I would suggest that this campaign would be offensive in most of Canada. There is an understanding that advertising will not promote any criminal activity and this comes very close to that line.
Black Diamond cheese also spent some time sitting on the line between humour and socially acceptable behaviour. In their ad "The cheese is mine, cat!" the rather frightening old woman swats her cat right off the table. Just in case animal rights folks didn't have enough to talk about I suppose. Fortunately for Black Diamond, they changed the ad without a ton of negative publicity around it.
Humour really is a bonus for advertisers when done correctly. See YouTube if you don't believe me. The kind of exposure that clips on YouTube can bring (what we used to call referrals) is invaluable.
There is an old saying "Any publicity is good publicity". Not really true anymore. Folks are much more discriminating than they used to be and if you offend them - well, just kiss their business good-bye.
So how can you know that your humorous ad isn't going to have negative impact? A few easy rules:
1. Try to get someone on the creative team who is the same age bracket as your audience.
2. Make sure the creative team is aware of current events and news stories from your target location.
3. Test the ad with the full spectrum that your audience represents, and finally
4. If you don't find it funny, don't let your creative team talk you into it.
And always remember the death bed speech, "Dying's easy, it's comedy that's hard".
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