Tag / Marketing and Advertising

by adam

The Marketing Hot Seat: Marc Meyer

hotseatMarc Meyer is one of the few folks who agreed to participate in the Marketing Hot Seat I haven’t had the pleasure of actually meeting in person.  I hope that changes soon.  If you don’t know Marc, his blog is a continual source of thought provoking discussion in social media.  With his experience consulting in both social media and search, his background provides a powerful combo.  Marc is also the co-founder of hashtagsocialmedia, a series of amazing chats over Twitter with folks who are making a big impact in the industry.

Below is Marc’s answer to the Marketing Hot Seat challenge.  I’d recommend you put on some light jazz, turn off your phone, take a few minutes and really digest his post… and be prepared to have your brain challenged.  While Marc went way over the 500 word limit (cough), it’s just good content and shows how deep his marketing mind runs. The content is so good that, marketing authority sites like https://www.konstructdigital.com/ have reposted what he says on multiple occasions. Let him know what you think in the comments.  Thanks Marc for taking so much time to make this a thoughtful post.  (Some emphasis added by yours truly.)

  • You’re the CMO.  You have a marketing budget of $1M.  Your company is a consumer product company, relatively unknown / early stage.  Customers who know the product like it. CEO wants ROI within 12 months.  What do you do?

marc-meyerWhat I know is that I have a million dollar budget which is cool, Wooohooo…!!! and I have a pretty decent CPG that the customer likes, double Woohoo…!!! But,  I have one year to make some money. Oh boy…

So I have a couple of options I can try and leverage as many channels as I possibly can, or I can focus on one channel or maybe just a few. The bottom line though is that I only have a year to make it work. So for me I want to have reach, depth and breadth and do it somewhat quickly.

Historically I’ve worked for a direct response marketing agency and I’ve launched a “few” CPG commerce sites, along with some that had DR hooks in them. So I have to seriously consider DR as a viable channel. Why? Because it’s fast, it does work and it’s very measurable. The numbers are black and white. That includes, DR radio, DRTV, direct mail and direct email…Could this alter or affect my spend? Knowing the power and effectiveness of good DR? Absolutely. But I have also seen many big spend DR campaigns fall flat on their face with products that were supposed to be can’t miss. So it’s tempting.

But wait…There’s more.

I also have a solid background in organic and paid search with CPG’s. The power of those two combined can really stretch a budget or tap one out real quick, depending on what you know, what your strategy is and how you roll it out. As well, over the last 3 years I’ve been rolling out social media programs for companies and their products, and thus I know what social media done right, can do. I have to seriously weigh how I can incorporate this into any product launch. Is it the focus of the marketing, a spoke on the hub? Do I even consider it?

Couple of things right out of the blocks that I need to find out or determine though. What’s the message? What’s the price? Who or what is my target audience. What has worked and what hasn’t? And why?  I also want to know as much about my target audience as possible like psychographic, demographic info. And next, what is my competition doing? What are they doing right and doing wrong? Then I want to know what people are saying and where they are saying it- both customers and competition. A lot of this work can be done by implementing certain social media activities into my fact gathering. i.e. listening, monitoring, participating etc. etc…but the gist is, I want to live and breathe this product and really understand the why. Why would someone buy this product and why would they tell someone else to buy it? What are the triggers? CRM anybody? Social CRM anyone? 🙂

At this point I haven’t spent much money.  But I know a whole lot more now than I did before. And thus I can start thinking about strategy. I have a team in place I assume…right? If not then I’m hiring a team. As everyone should know by now, all of these activities require a solid team with solid skill sets that span across a lot of the digital disciplines.

My point is, we’re gathering data so that we can make more qualified decisions. Research, due diligence and knowledge make it easier to determine the spend.

So it’s strategy time:  Make money. Make it in 12 months. Get people to buy the product. Get people to repeat that process. Get people to tell their friends to use the product. Get people talking about the product. Promote the greatness and effectiveness and the value of the product in less than 12 months. Increase sales. Increase buzz. Increase traffic. Increase conversions. Grow. Rinse. Repeat.

Possible areas with associated spends. Note: I didn’t want to get into specifics about measurement so thus we went very high level here.

  • Paid and Social Media-maximize budget with a combo of both paid and social outreach 10k per month. 3 months. Measure. Go or No Go.
  • Broad reach geo-targeted, long-tail, PPC campaign to reach target audience 10k per month. 3 months. Measure. Go or No Go
  • Assuming I don’t have a web presence with this product I’m going to build out a number of sites. First and foremost, there will be an e-commerce site with all the requisite bells and whistles. Site will also include cross promotional contextual upsells with partner products and sites.- Cost- No more than 35k for development.
  • (5) Informational micro-sites built around and optimized for specific key words 25k for development
  • SEO management 1k month
  • E-mail campaign tied back to e-commerce enabled landing pages, includes building out individual landing pages and buying lists-50k for development and programming. Test, test, test. Measure. Go or No Go
  • Radio campaign 30k for 3 months development and media buy. Measure. Go or No Go
  • Direct mail campaign includes, creative, design, lists and postage 50k test, test Measure. Go or No Go
  • DRTV- 150k(optional)
  • Mobile phone campaign-text to win 50k 3 months Measure. Go or No Go
  • Creation of online community/forum 20k Ongoing. May have to hire manager to grow community. 4k/month
  • Creation of Facebook campaign/widget as well as fan page to generate buzz in product and win, trip, prize etc. 20k for development
  • Creation of Twitter accounts to monitor buzz, consumer outreach, and customer service.
  • Create Blog contest on most creative way to spend a million dollars to promote product<grin>
  • PR blitz and Blogger relations and outreach for product testing 5k per month
  • Product reviews and recommendation engines submittal and management 1k/month
  • Celebrity endorsement and spokesperson and sponsors (optional)
  • YouTube video contest on the many ways to use the product with associated landing page 3 month duration. 20k development and management
  • I-phone app 20k

So as you can see I went the route of “let’s approach as many channels as we can and let’s test and then measure them equally.” Most of the channels were essentially a 3 month test. This gives us enough time to evaluate the results, continue it or bag it and move the money and resources towards channels that are performing. The thing to understand with all of these channels is that collectively they all perform the function of branding and marketing on an ongoing basis. So even though we are testing, we are also reaching, we are also penetrating and we are always measuring. Positive movement.

What some might find of interest is that I didn’t throw all of my efforts towards social media, or all of it towards search. I think what some people need to understand is that if my budget was less I would start to really look at the channels that would give me the biggest bang for the buck. Perhaps why social media for example seems so appealing to a lot of people, is that the barrier of entry is relatively low. But what people fail to realize is that the investment in time and labor can be substantial to generate the results that some of the other channels can do.  So yes, I am a social media evangelist and I write and speak about it daily, but that doesn’t mean that you ignore all other forms of digital marketing. It complements and enhances, it doesn’t solve your problems.

I want to thank Adam for throwing this out there. It was fun to actually think about what could be possibly be done with that kind of budget, and even more challenging to keep this post short enough to meet the needs of spending that budget! I could easily have seen this stretching out into quite a detailed document. But nevertheless, I’m honored to have the chance to throw my 2 cents in with some really, really smart people.

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by adam

The Intersection of Social Media and CRM

prioritiesAt first glance, it seems obvious.  Customer Relationship Management and leveraging social media to connect and build relationships with customers are related concepts in marketing and business.  The attached slideshare is a great way to simply tie the concepts together.  I especially like the concept of customer Moments of Truth – where they have meaningful interactions with companies.  This presentation also does a good job at bringing together various digital concepts in marketing – paid search for acquisition up through leveraging social media channels for support and education.

My favorite slide that popped out at me is 27 – showing conversation mining for actionable insight.  Quite simply, that’s the single best reason for a brand to leverage monitoring in social media in the first place.  Spotted via Amnesiablog.com.

Telstra – CRM / Social deck

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by adam

How Much is That Doggie in the Window?

smokefreeTwo campaigns caught my eye today that I wanted to capture and share as examples of the sheer brilliance of interactive marketing.  The first is a campaign in display advertising from Agency Republic.  The technique is to target “parents in routine and manual occupations” to reduce smoking in that audience.  Click through the image of the child to see the brief and walkthrough of how it worked, following a parent’s web use if the initial messages were ignored.  The campaign was runner up in September’s creative showcase awards.

The second campaign is an interactive billboard – I’ve mentioned before how display advertising is showing signs of life, but this takes it to whole new level.  A digital dog interacts with people that merely walk by the window.  Here is how it works:

People on the sidewalk are monitored by an IR camera in openFrameworks. In oF each individual person is isolated and assigned a unique id for the duration of their interaction. Each persons’ position and gesture information is continually sent to Unity3d via OSC networking protocol. In Unity, an artificial intelligence system representing the dog forms relationships with the individuals. He chooses which person to pay attention to, is able to move towards them or back away, responds to their gestures and initiates gestures of his own. Based on the interaction he gets excited or bored, friendly or aggressive, which is reflected in his behavior.

Just trust me, the video says it much better. Spotted via neatorama.

Sniff from karolina sobecka on Vimeo.

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by adam

The Marketing Hot Seat: Kevin Ertell

hotseatI first met Kevin Ertell in early 2007 when I took over as Rosetta‘s account executive on our engagement to build the new Borders.com. It was clear to me right away that Kevin had the marketing and ebusiness savvy to lead a large scale initiative to change how Borders takes on eCommerce.  Now as Foresee’s VP of Retail Strategy, Kevin is continuing to make his mark in online retail.  Kevin’s been a great partner to work with and I’m grateful that he was willing to be the first victim contributor on spotlight for The Marketing Hot Seat.  As a reminder, the challenge:

  • You’re the CMO.  You have a marketing budget of $1M.  Your company is a consumer product company, relatively unknown / early stage.  Customers who know the product like it. CEO wants ROI within 12 months.  What do you do?

Here’s a very thoughtful response from Kevin.

Kevin Ertell - blog photoOK. Setting aside all the caveats about the fact that I don’t know what the product is, what it costs to make and what our margins are, here’s generically how I would approach the situation:

Strategy

  1. Thoroughly understand the customers who like our product
    The customers who know our product like it. We need to find out why, in their words, and determine what personality traits, hobbies, demographics, etc. in those customers are relevant to their liking our products so that we can speak to others like them.
  2. Get our online destinations right
    With a relatively small marketing budget, we’re going to need to maximize our online strategy. (Actually, we should do that even if have a large marketing budget.) We need to make sure our website and our retailer websites are highly usable and highly effective in merchandising our product and providing the ability for customers to easily spread the word about us.
  3. Drive traffic with whatever budget is left
    Only when we have ensured that we have solid destinations for our traffic will we start to actively search for traffic.

Tactics

  1. Learn as much as we can about the customers who most love the product.
    Why do they like it? What are there personality types; let’s use the Myers-Briggs personality test and really get a thorough understanding of these folks. How do they describe our product? Let’s pay attention to the words they use as we’re going to reuse those words in our copy.
  2. Hire ForeSee Results to measure our site’s effectiveness from our customers’ perspectives.
    I realize this may seem self-serving since it’s my company, but I was a client for seven years before joining the company three months ago, and I’ve see how well it works.  So, I want it in this role. So there! We’ll use measurements, analysis, Session Replay and usability audits to ensure we’re providing the best experience we can.
  3. Hire Bryan Eisenberg to develop archetypes and to implement the Persuasion Architecture on our site.
    We need to speak to customers in language that resonates, and Bryan understands how to do that. We’ll also use that language for product descriptions and other content we give to retailers for their sites.
  4. Create a high quality product video.
    We’ll use this video on our own site and we’ll give it to retailers for their sites. We’ll focus on the key aspects customers love and use copy that includes words that resonate with those customers. We’ll also show real customer testimonials.
  5. Launch customer reviews and customer forums on our site
    We need to make sure our customers can openly provide their thoughts about our product, even when they’re negative.
  6. Launch several blogs on our site
    Since we only have one product, we need to provide some fresh and compelling content on our site to give people a reason to come back. The content doesn’t need to be about the product all the time. It can be able anything, as long as it’s compelling. I’ll focus on general marketing, our CEO can blog about leadership, and we’ll find some people to blog about topics our customers are interested in. All of this blog content will also be great for SEO.
  7. Launch a marketing campaign to retailers informing them about key customers and teaching them how to sell the product
    Our initial marketing efforts will essentially be internal. Let’s get the sellers pumped up and doing their jobs well before we send customers their way.
  8. Develop a widget for retailers that gives customers the ability to easily share information about the product
    We need to give our customers ways to share information about our product on their own in a way that is easy and positive. Let’s create a fun widget that people want to share on Facebook, Twitter, email, etc.
  9. Get our SEO right, buy search terms, send emails, run re-marketing campaigns, etc.
    I don’t want to minimize the value of these techniques, but we really need to make sure our destinations are right before we add lots of traffic.

So there you have it. My main point here is to focus on the customers first, the destination second and the traffic driving last.

This was a fun exercise, Adam. Thanks for allowing me to participate.

Thank you Kevin – I look forward to a good discussion here.

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by adam

The New Marketing Funnel

(Jointly authored with Rosetta‘s Director of Social Media, Gargi Patel)

The world has changed. We are in the midst of an unprecedented shift of power to the consumer fueled by the virtual megaphone handed to them through social media outlets. When a customer is angry or has a bad experience with a product or service, the old rule of thumb was that they told an average of 10 people about it. In today’s world some could easily be telling 10,000 (or more!). On the flip side, happy customers can be telling many more than the old average of 3 people about their good experience. Marketing executives just need to design initiatives that enable and activate them to do so. That shift can be represented through adapting one of every marketer’s favorite marketing conceptual frameworks, the funnel. A good example of it is visual marketing represented by GSE audio visual – Orlando, FL.

Infusing Engagement into the Marketing Funnel

With the expansion of the marketer’s toolbox to include social media, marketing is no longer about pushing out one way communications. The marketing world is no longer defined solely by impressions; it’s now a world of interactions – take the Bluetooth Beacon marketing. Today’s marketing includes the customer’s voice throughout the process, whether it’s intentional or not. Customers will talk online and comment on a brand’s marketing campaigns, products, services, and even how a company treats employees. It’s not enough to think about how companies communicate outwards; it’s just as important to think about how customers can communicate back, with each other, and arguably most importantly, with new prospects.

Rethinking The Funnel

A few years ago, Forrester Research published a report on “engagement” and suggested that the marketing funnel has become much more complex in today’s environment.  (See image.  Former Forrester analyst Brian Haven wrote about the complexities impacting the funnel in 2007).  While the influencing factors are more complicated, the same simple, visual framework as the traditional marketing funnel can be leveraged to show this complexity. The design needs to account for engagement throughout the process rather than looking at it through a lens of static messages we push out.

For example, traditionally, marketers look to create awareness by placing carefully planned messages across appropriate media outlets. Today, customers can create and spread their own messages about a brand through user-generated content and social networks. Traditionally, marketers would hope to influence customers in the “consideration” phase through strategic promotions and sales tactics. Today, user-generated ratings and reviews are frequently enough to convince a customer to make the purchase. Building loyalty is no longer just about loyalty points programs for repeat purchase or sending regular emails to customers. Building loyalty now means entering into a dialogue with them and letting customers participate in more meaningful ways than static customer feedback surveys or a constant barrage of emails announcing special promotions.

Extending the Marketing Funnel

The old marketing funnel generally followed some version of this pattern:

  • Awareness > Research/Consideration > Purchase / Conversion

With the widespread adoption of Customer Relationship Management (CRM) in the 1990’s, marketers began focusing more on loyalty or customer retention and brought the funnel one level deeper. The customer’s voice was considered important, but only in the context of customer service and a closed feedback loop. The old thinking was that sending customers regular emails would keep the brand top of mind and that special offers would keep customers from switching to competitors.

As mentioned before, today’s marketers will need to build a more authentic, deeper relationship with customers by truly engaging them to earn their loyalty—and this is how companies can begin to cultivate advocates.

Figure 2: The New Marketing Funnel

It’s time to extend the marketing funnel one level deeper to account for advocacy. There are two reasons that cultivating and enabling advocacy is critical in today’s world:

  1. People trust other people more than they trust companies. A recommendation from a friend or family member is still the single most important criteria in making a purchase decision and recommendations from strangers online also hold more weight than marketing messages.
  2. With the growing voice of the customer online and the “power” (virtual megaphone) handed to them through social media outlets, it’s important to help make sure the voice of happy customers is louder than that of the few unhappy customers.

Cultivating and enabling advocates will generate authentic word-of-mouth, bringing the best new customer prospects into the marketing funnel. The ROI on that? Priceless.  (Rosetta does in fact have a framework to measure ROI on advocacy programs.)

What do you think?  Is this old news?  Would this help you construct a framework to measure social media initiatives or sell the concept of driving advocacy to executives?  How would you change it?

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by adam

The Powered Social Marketing Help Desk is Open

lucy_doctorIf you haven’t yet come to know the team at Powered, you are missing some great minds in the social media business. In the past year I’ve gotten to know Aaron Strout (Powered’s CMO) and Doug Wick (Director of Business Development), and both of them are great connectors (I still continue to refer to Aaron as the “Kevin Bacon of Social Media.”)  Separately, as I am working to build our social media practice at Rosetta (more on that in a future post), we have started working with partners like Powered to help our clients with social media initiatives.

To that end, I’m excited to help Powered kick off a new webinar series, the Social Marketing Help Desk.  Please join me as a guest while I attempt to play a best supporting actor role to hosts Doug and Aaron – No powerpoint, no sales pitches, just good conversation about social media marketing… answering questions from you.  Here are the details:

Date: Wednesday, July 29, 2009
Time: 3PM Eastern / 2PM Central
Please click here to register with Powered

Have a question for us?  Drop a comment here or on the registration page and we’ll do our best to include it.  I expect we’ll take some live questions as well.  Thanks and I look forward to hearing from you.

Photo credit: Brian_Ford via Flickr

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by adam

Gearing up: Marketing and Advertising Thought Leaders Summit

On Tuesday, May 12, the first annual Marketing and Advertising Thought Leaders Summit will be held in NYC.  I have the pleasure of joining Rosetta‘s CEO Chris Kuenne to attend what is looking to be a very compelling gathering of industry leaders.  From the MATLS website:

“This one-day summit will present a series of dialogue-driven forums on the changing trends in innovation, technology and consumer behavior and their impact on the marketing and advertising industries. Join us and our line-up of more than 25 industry leaders for a compelling day of insights, information and networking.”

Chris will be speaking on a panel moderated by Forrester‘s Interactive Marketing analyst Sean Corcoran on the topic: “Next Generation Digital Agency” along with C-level leadership from iCrossing, Initiative, Innovation Interactive, and Resource Interactive.

I’ll be there both on Twitter and posting here with thoughts and commentary – it looks to be a valuable gathering of CEOs, CMOs and private equity leadership.  The attendees have a heavy hand in shaping the future of our industry, it should be intriguing.

Will you be there? Please reach out, I’d love to connect.

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