The Last Wave?
November 5, 2009 @ 12:40pm
Updated — November 16, 2009 @ 3:25pm
by Austin Edgington
Every twenty five years or so, a really big communication wave comes along that sweeps innovation and change into our lives. The first one I remember occurred when network television replaced radio as a focus for info-tainment and created modern advertising; so nicely portrayed by the butt puffing men of Mad Man. Yes, I’m old enough to remember when a ‘Winston tasted good like a cigarette should,’ and other tobacco pedaling jingles. In the 80’s, cable TV launched and undermined the network’s dominance by decimating advertising revenues with lower costs and wider choice of programs, characterized by re-runs, ESPN, and faux news show.
Then Web 2.0 crashed on our shores a few years ago, washing in social media and revolutionary web platforms like Facebook and Hulu.com. What’s interesting about this shift is the audience social media created. Techies, artists, writers, housewives, students, innovative business leaders, anyone with an opinion and others looking for connections beyond their daily toil flocked to Vox, Facebook, Twitter, Plaxo, Linked In, and more. They formed communities, groups, relationships, and trust arising from dialogue among one another in ways not imaginable by marketers in the past. It’s weird, it’s wonderful and it’s happening now.
The reality is that this new media, a term I use to describe the aggregate of social media and new web offerings, has disrupted marketing. For example, blogging news sites like the Huffington Post changed the way public relations is conducted. Social utilities like Facebook allow businesses to easily run ads and changes the way ad agencies can reach target audiences, while social media platforms like Vox, where people from tight, trusted neighborhoods converse about everything from their parents divorce to whether to purchase a VW or a BMW…changed web marketing as we knew it.
The traditional paradigm of engaging customers based on creating awareness, to create interest, which leads to a desire that prompts a consumer to purchase has been replaced by a new model that has more steps, but, paradoxically is more immediate and happens virtually 24/7.
In the new media model consumers take different steps purchasing. We call it the “Five R’s”;
- Referral – A potential customer can easily be referred to your product or service by a friend or neighbor from their social network, and often the customer has never met the friend or even know their real name.
- Research – Based on their online buddy’s referral (or not), they can research your brand on Google, Yahoo, or Bing. Conversely, you must now research where they are, what sites they travel, and what they have to say about your brand to be effective in reaching them.
- Relationship – In doing so they may develop relationships with other brand users and further discuss brand attributes. They are developing a now have a relationship with your brand and are arriving at the purchase decision.
- Reliability – Now the ball is in your court, and you must easily, seamlessly capture the purchase, facilitate the delivery, and follow up with customer service. This is more and more becoming what is known as the annoying ‘pile-on’ method, which often erodes your credibility. Comcast will drive you nuts with this approach after a botched service implementation.
- Responsiveness – Being responsive to your customers needs in a reliable manner is most important. Drop the ball on this and immediately negative responses will begin to emerge on the very sites you are searching for customers. Two great examples of doing this right are Zappos and Amazon.
With the current wave washing away the way marketing has been conducted in the past, which is often last month in new media time, the question often posed by clients is: What’s a marketer to do? The answer is innovate. As the late great Hunter S. Thompson once quipped, “When the going gets weird, the weird turn pro.” Marketers need to look the weirdness of social media in the eye and turn social media pro. They need to think like those they wish to engage and go where they are; and do so with the credibility and authenticity the defines the trust that hinges the culture of the new media together. If you’re a CEO you will get much more mileage out your blog or tweets if you pen them yourself, even if you are not a witty communicator like Tony Hsieh of Zappos. The medium is the message, and authenticity rules the message.
The way to ride this wave is to embrace change, innovate, and partner with those who are riding it with knowledge of the waters they navigate and an eye on the future. After all, in new media time, it will soon be the last wave.
Tags
Bing, communications, Facebook, Google, marketing, social marketing, social media, twitter, web 2.0, Yahoo
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Is Starbucks Diluting It’s Brand with Via?
October 7, 2009 @ 11:07am
by Mason Razavi
When Starbucks announced that they are launching their version of instant coffee, a thought went through my head: Good job Starbucks, way to take the “luxury” out of “luxury brand”. Known to many as providers of premium coffee, and to others still as simply carrying a premium price tag, entering the instant coffee market seems like a diversion from Starbucks’ overall plan of being the top coffee vendor in the world.
Love ‘em or hate ‘em, it’s become trendy to slam Starbucks by making a snide comment on paying $5 for a cup of coffee. I always found that statement slightly inaccurate; after all, can a triple grande non-fat, no whip, peppermint zebra mocha (my old supervisor’s drink of choice) really be considered just another cup of coffee?
Still, Starbucks has made efforts to downsize their organization and readjust their strategy to provide some lower priced options. Most notable was that they began to offer breakfast combos including a hot drink and a meal item for around $4. Now with their instant brew, Via, Starbucks takes another step in becoming a value-driven retailer.
One has to wonder how much this will impact Starbucks’ image in the long term. I once read something intriguing in a book on management and motivation about how you should play to your strengths instead of trying to be everything to everyone. Stick to your guns, do what you do best, and get even better at it. In another book I read that was geared to songwriters, the author very specifically and emphatically noted that it is paramount to make 1 or maybe 2 styles your own, and not try to become the be-all and end-all of songwriters who can write beautifully in every style. To that end, is Starbucks diluting it’s own brand by trying to be everything to everyone?
After all, people don’t drive BMWs because they’re practical, they don’t buy Tiffany’s because they’re affordable, and they certainly don’t wear Diesel jeans because of some “everyman” sort of image. People certainly don’t visit Starbucks for affordable, practical coffee buys. Most people walk into a Starbucks knowing what it is and expecting to spend a few bucks.
With the economy being the way it is, it’s certainly not a bad idea for Starbucks to reposition themselves as value-based retailer, or at least to have those options, and I trust that greater minds than mine are concerning themselves with the long-term affects of such decisions.
For what it’s worth, yes, I tried the taste challenge, and yes, they did taste remarkably similar. And no, unfortunately I’m not getting paid to say that.
Tags
branding, marketing, Starbucks
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To Tweet or Not to Tweet
September 10, 2009 @ 3:11pm
Updated — September 10, 2009 @ 3:14pm
by Mason Razavi
I’ve had a few people ask me about the frequency of tweets lately. Usually they’re wondering how often their business should tweet, and if they really need to let the world know that they like the sandwhich from Vinnies, but could have done without the pepperoncinis. Of course I tell them that would be ridiculous…the word ‘pepperoncini’ takes up far too much real estate in a tweet.
Poor humor aside, the question of how often you make contact on Twitter is a valid one, particularly for businesses who count each tweet as a marketing effort.
As a general rule of thumb, if you’re unsure, play it safe and tweet less. People on the web are usually pretty sensitive to spam and information overload, so if you overdo it, you’ll find people quickly losing interest.
Let’s say you have a new promotion that runs for a few days. Let people know no more than 2-3 times a day. Make sure you phrase your messages a little differently each time. This is a subtle indicator that there is an actual human being on the other end, which is always well-perceived by consumers.
What if your promotion is one day only? I would recommend no more than once per 2 hours tops throughout the business day.
Then there are tweets that describe events in your personal dealings throughout the day. Depending on the size of your company, and whether or not your Twitter strategy focuses on your personal brand or the company brand, you may want to post tidbits from your personal daily life. When done judiciously, it adds a human element to your company and allows people to more closely identify with your brand. When done in excess, you look like an attention-starved teen without a prom date. Feel free to post a tweet about things like your business lunch, a conference you’re attending, your graduate level classes, or anything of the like. Suffice it to say, personal talk should be present, but kept to a minimum.
Of course, there are many other times you’ll want to communicate through Twitter, and there is just not enough space here to break it all down. If I were to summarize it is the most boneheaded way possible, I’d say to tweet when you have something interesting to say. Advice so simple, it’s frustrating. However, if some companies (and individuals for that matter) would keep that little nugget of wisdom tucked away in their noggins, Twitter would be a better place.
All that being said, it’s important to remember that there are no hard and fast rules. The best way to figure out the optimal rate of contact is to keep your finger on the pulse of activity, monitor how people respond to your messaging, then make adjustments on the fly.
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Ice Cream Sundae: An Email Marketing Blog
August 31, 2009 @ 11:09pm
Updated — September 1, 2009 @ 6:29am
by Mason Razavi
On the surface it seems simple, doesn’t it? You throw together a few lines of copy, your company logo at the top, and oh, don’t forget that list of email addresses you bought from a guy in an alley. Slap on a button to “Buy Now!”, and, oh, that subject line….how about “SAVE 10% TODAY!!!!!!!”
Not so fast. A well-crafted email can be a sweet treat, no different than the most inviting of desserts: the ice cream sundae.
Let’s start with the copy. Rich, flavorful, melt-in-your-mouth copy is the foundation, like a scoop of vanilla bean ice cream. You copy should be sweet, simple, and provide a scrumptious place for toppings to lay. Don’t go rocky road, or neopolitan, or Cherry Garcia. Instead go with vanilla bean – not bland vanilla, but delicious creamy vanilla with specks of the bean. In other words, be brief, get to the point, but give it just a touch of excitement, enticement, or pizzaz to spark the reader’s interest.
The hot fudge, yes, that is the call to action button. What do you want your readers to do? Buy something? Take a peek at your new video? Donate to charity? Make sure your call to action buttons appear at least twice in the email – probably once at the top and once at the bottom (for those who actually read the whole thing…chocolate sauce drizzles all the way to the bottom, you know). Sure, the ice cream is good, but it’s the chocolate sauce that calls people to action.
Next, the whipped cream and sprinkles that make up the HTML email template. Just as fluffy whipped cream and colorful sprinkles excite your eyeballs and make you jump for joy, so it shall be with with an irresistible, visually delectable email template. Your company logo embedded in the attractive header, the sidebar with quotes, links, and promos….whipped cream and sprinkles make it all the more fun.
The cherry on top? Of course, the subject line. Perhaps the most important part of your email, a poorly written or spammy subject line will get as many people interested in your email as there would be people lining up to grab a sundae with a moldy yet mysteriously half-eaten cherry on top. Don’t type in all caps, don’t put 135 exclamation points in there, and stay away from cliches like “buy now”, “X% Off”, “Refinance Today”, or any other trite, rotten cherries. Even if your sundae, er, email makes it past the recipient’s spam filter, chances are that they will never be read with such subject lines. A marachino cherry is not only eye-catching, it is a sweet way to start a sundae. Make sure your subject lines are equally appealing at under 60 characters (the less the merrier, for the most part), and give people a reason to open your email.
Put it all together and you’ll have a delicious treat that will get the attention of your audience.
I’ve combined my advice and my vice in an effort to educate you, may it serve you well.
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Email Marketing + Social Marketing ≠ Spam
July 13, 2009 @ 3:45pm
by Mason Razavi
I recently had a conversation with someone who asked if I thought that social media marketing should be considered spam. He posed an argument including the fact that people buy accounts and followers, and also that email marketing, which is in the same vein, is widely considered to be spam.
I began to think about some misconceptions regarding social network marketing and email marketing and how they might be thought of as spam. I thought I’d take a moment to clear that up for you – free of charge!
First of all, let’s talk email marketing. There are pretty strict laws in place about who you can and cannot contact with email. People have to opt-in to an email list before receiving contact. This is contrary to traditional direct mail marketing, where it’s standard practice to mail-bomb an entire neighborhood unsolicited. So, if people are asking for it, how can it be considered spam?
Secondly, social media marketing is anything but spam. Again, people choose who they want to hear from. Not only that, but companies that execute a smart social marketing plan can actually make it fun (say it with me: fun) to hear from them. The result is that sometimes people add certain profiles to their friends lists to appear cool, kitschy or irreverant. For instance, someone might add Family Guy, Pepsi, and Marvel Comics to their web 2.0 circle just for kicks. I’ve never seen anyone do that with spam!
Social marketing and email marketing campaigns, when well executed, are fun, interesting, entertaining, and provide value to fans. Still, even if it’s done poorly I don’t know that there is a case you can point to and call spam.
Tags
email marketing, social marketing, spam, web 2.0
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Review: Seesmic Desktop
June 30, 2009 @ 2:46pm
by Mason Razavi
In the world of Twitter desktop applications, Seesmic Desktop has shown that it is perhaps the most valuable of them all for the novice Twitterer and the so-called power user alike.
The first thing that sets it apart is the ability to manage multiple Twitter accounts. There are some others that do this as well, but just this one feature whiddles down the list of competitors significantly. Perfect for business users that have a personal and business account, as well as the split-personality sociopath who wants so bad for people to think they really are Brittney Spears, being able to manage multiple accounts in one place is a major plus. Additionally, you can also dedicate a pane to updates on Facebook, which is a nice touch.
It is a cinch to view, manage, and reply to responses in all of these accounts. For example, one smart feature automatically selects the current account with which to provide a response. User lists and searches can also be saved for future reference, a nice touch indeed.
A button to shrink text as well as the ability to add short links through bit.ly, digg, and is.gd round out a nice set of options for Seesmic.
One of my favorite things? The look. Perhaps not as important as the functionality of the application, it is none the less significant for the design of something that is meant to be stared at to be at least somewhat pleasing. Seesmic Desktop offers a slick and contemporary look that compliments my Mac desktop nicely.
If you’re looking for a feature-packed, easy to use Twitter application, I highly recommend giving Seesmic a try.
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Social Media Marketing and Business Results
June 23, 2009 @ 11:34am
Updated — June 26, 2009 @ 11:39am
by Mason Razavi
Despite the success and popularity of social media and networking sites, there are still plenty of objections, misconceptions, myths, and plain old concerns that I hear from people in small and large companies alike. Perhaps the most pressing question is one of metrics; can you really measure the results of a social marketing campaign?
Businesses are understandably concerned with how they invest their advertising dollars, especially in an economy where companies have cut costs by letting their marketing budgets shrivel like a salt-covered slug. As a result, marketing and advertising directors have to show that the money they do have is getting them real, measurable results and high ROI.
There are enough examples out there of businesses who have in fact come up with ways to measure the effectiveness in concrete, quantifiable terms. Perhaps the most prominent example is provided to us by Dell Computers, who reportedly have generated $3 millon in sales through Twitter. Dell has actually created proprietary software to measure very precisely the effectiveness of their Twitter presence, allowing them to confidently disclose such figures.
Of course, not everyone has the resources to build a proprietary analytic tool, but that doesn’t mean it’s time to throw in the towel. You might be able to measure the success of a well-implemented social media marketing campaign by tracking spikes in web traffic before, during, and after various points during the campaign. Also, you can offer promotions specifically through Twitter or Facebook and track the number of orders that come in that way.
Furthermore, even if you can’t asses the value of every click, the amount of brand equity built in every page view, or the likeliness that a Facebook fan will buy your product or service, you can take comfort in the fact that social media marketing is extremely cost-effective in nature. Some companies actually hire a full-time social marketing expert to drive such efforts, while others look to social media and web marketing specialists to create and monitor anything from a blog page to full-fledged, cross-channel online ad campaigns. If you play your cards right, you can get the right services for a great price, meaning you don’t necessarily need to plop down the tens of thousands, hundreds of thousands, or more on your social marketing campaign. Yet, social marketing can reach as many if not more people, in a more meaningful and impactful way than many traditional marketing methods.
Finally, there is the copycat theory. As much as we strive to make business decisions that stress innovation, forward thinking, and unique strategy, it’s no secret that once one company does something to successfully improve itself, others will follow in its footsteps. Keeping that in mind, why not follow the footsteps of CNN, Kentucky Fried Chicken, Coca Cola, The Cleveland Cavaliers, and many other major organizations by hopping on into the social media pool. The water is fine, jump right in! The web is chock full of articles discussing how companies large and small alike have found that using web 2.0 tools to create personal, meaningful and direct dialogue with their customers has improved their business and made them more recognizable. If that isn’t measurable proof, I don’t know what is!
Tags
Facebook, marketing strategy, MySpace, social media marketing, social networking, twitter, web 2.0, web marketing
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Web Marketing Craze Sparks Web Marketing Education Craze
June 8, 2009 @ 7:39pm
by Mason Razavi
I’ve been noticing a few institutions lately that have been offering courses and even certificate programs geared towards learning about web marketing and web 2.0. I suppose this shouldn’t come as a surprise. After all, web marketing is hot right now, and “web 2.0″ is a buzzword being thrown around like a rag doll in a windstorm.
Leading Bay Area institutions like UC Santa Cruz and University of San Francisco offer certificate programs in marketing geared towards new media and web marketing studies. One has to wonder about the validity of such programs. After all, can a college classroom really keep up with the rapidly changing world of new media and social media marketing? And furthermore, aren’t these things driven experientially much more so than academically?
Those are good questions indeed. I am proud of myself for asking them.
My colleague and I disagree on this. My thinking is that college courses offer a structured course of study, where one can make connections and apply their coursework to the real world. Taking college classes in web marketing might allow you to learn from others in the industry (and related industries) about things you hadn’t even thought of. Plus, it’s one more thing to pad a resume. My colleague, however, believes that the industry changes too quickly to be adequately covered in a classroom setting. He also argues that many people in marketing and especially web marketing don’t have a formal marketing education, instead relying on real-life knowledge and trial-by-fire experience, and therefore an education in web marketing is futile.
What are your thoughts? Perhaps I should take a few classes and double my fees? 
Tags
college, web 2.0, web marketing
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You spent how much?
June 1, 2009 @ 8:08pm
Updated — July 6, 2009 @ 5:28pm
by Mason Razavi
Let me start by saying that as a general rule of thumb, I’m not the type that tends to cling to a brand name. For example, I have a friend who will only buy Sony electronics, Ford cars, and Oakley sunglasses. My nose ironically stuck in the air, I often considered myself to be above this seemingly baseless snobbery. Sadly, I recently found out that I too am privy to the expectations, vision, and lifestyle associated with high-end products…which is why I spent about $200 on a pair of Ray-Ban sunglasses. A pair of Ray-Ban Cockpit RB3362’s, to be exact.
Why? I had never before spent more than maybe $20 on a pair of shades before, yet for years I had been attracted to the allure and understated class of a pair of Ray-Ban aviators. Finally, I had some disposable income that I could feel less guilty about throwing away on a pair of sunglasses that, without the little logo on the right lens would probably be worth about $25.
So I did it. They’re awfully nice, and come with a little cleaning cloth and case, also stamped with the classic logo.
Ah, the power of branding.
Those $25 shades that work the same as their $200 Italian counterparts are missing one thing: a brand. Much more than just a logo, a brand allows a company’s products to transcend the ordinary to become associated with a lifestyle, an exclusive club, or perhaps just a sense of endowment (no jokes about overcompensating. This is a family blog).
For me personally, I don’t care if other people on the street see them and think “wow, this guy must be some hot S.O.B.”. Rather, it’s to satisfy my own needs, my own desire to sport a pair of sunglasses that have achieved legendary status.
For what it’s worth, I showed my friend. You know, the one who’s all about Sony, Ford, and Oakley? According to him, these look like $10 sunglasses. Go figure. I guess the understated isn’t for all of us.
Tags
branding, consumer behavior, marketing, purchase, Ray-Ban
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Marketing and The Economy Part 2: Binky’s Bananas
May 20, 2009 @ 4:58pm
Updated — May 20, 2009 @ 5:01pm
by Mason Razavi
Back for more info on marketing and the economy? How could you not be! Examining corporate behavior during desperate economic times not only makes business sense, but is fascinating as well.
This time around I want to talk about a company that probably doesn’t want me divulging their clever marketing plan to the public. So, let’s just say this company is called “Binky’s Bananas”, and let’s say that they manufacture and sell high-end bananas through retail stores as well as several other sales channels.
Binky’s had a relatively rough year last year, though not as bad as many companies out there who had to seriously restructure their business or shut down altogether. They finished their fiscal year at about 75% of their sales goal company-wide which, while not great, is relatively respectable considering the uphill battle they fought against the crumbling economy.
During not-so-rosy economic times, it becomes difficult for high-end manufacturers and retailers such as Binky’s Bananas to convince people that they should fork over hard earned dough for products perceived as luxuries. So, with a new fiscal year, new and attainable sales goals, and the promise of new products coming out, Binky’s also decided to re-vamp their marketing campaign.
You see, Binky’s is perceived as an unattainably expensive brand by most, so these crafty marketing primates have to find a way to re-position themselves as a brand that offers quality products at attainable prices. With this in mind, their new campaign focuses on positioning their most affordable products at the forefront. This is evident at their stores; the window displays use images and copy that stress value, and the main banana in the window is their most modestly priced model.
But Binky’s isn’t done monkeying around just yet. What’s really interesting – especially to consumers – is how they are using different promotions and promotional copy in different regions. You will find that their retail stores that are in rural areas stress value using one tagline, whereas stores in affluent areas use different words to essentially say the same thing. What’s more is that they are running different promotions in their western region versus their eastern region. So while the print ads in California offer a free banana rack with a purchase of their fully featured Big Blamo Banana, the print ads in New York City entice you with a free banana launcher if you buy one by the end of the month.
The best is yet to come. What Binky’s is doing is running A/B tests across the country to see what promotional items and compelling copy is best reaching their customer base. Throughout the year, they’re going to compile their data to assess what has been working and what has not. With this in mind, their future campaigns can be more focused, more in tune with their customer’s needs, and hopefully will drive more sales.
There is a moral to this story, for consumers and also for businesses.
For consumers, keep your head up and your eyes open! You never know what kinds of deals are out there, and how they differ from location to location. Businesses are desperate to make a sale these days, so don’t be afraid to do your homework and walk into that local car dealer/electronics retailer/high-end banana shop and ask for what you want.
For businesses, keep an open mind and utilize the most creative people around you to find new ways to reach your customers. Things have not only changed, they’re in flux as we speak. Some of the rules of yesterday don’t apply, and new technologies in the social networking world are changing the ways that consumers behave, spend and advocate. Now is the time to try new things, to unleash that creative beast inside, and let the brightest creative minds at your disposal take charge to create compelling campaigns in an effort to deliver an extraordinary experience to your customer base.
Hey, if you need some expert advice, don’t be afraid to pick up the phone or click the mouse a couple of times to get a hold of Elative Marketing. Our team of highly advanced, bi-pedal primates can help you reach your clients through engaging, compelling promotional campaigns. No, really. No monkeyin’ around, I promise.
Tags
binky's bananas, campaign, creative, economy, marketing, plan, strategy
