All posts tagged marketing

I’ll Be Checking In For Christmas

By | November 23/11 By | December 22, 2011

If you’re not already on a holiday break, you’re probably headed for one soon. Heading home for the holidays often means catching up with old friends and visiting old haunts – and if you’re like me, you’ll be using a check-in service such as FourSquare to keep track of places you visit, find out where your friends are, unlock on-the-spot deals, and hopefully earn a “badge” or two along the way.

Things have just gotten interesting in the location-based social media game. Foursquare has been the dominating service since its inception in 2009, but Facebook just made a move for a serious play at competing in the space with its purchase and integration of Foursquare competitor Gowalla.

So what does this mean for us as consumers and marketers? Imagine this: you’re meeting with your high school friend at the restaurant you spent many late nights in high school, and your phone alerts you that there’s a new craft beer bar nearby. And bonus – they’re offering a buy 1 get 1 free deal for first-time customers (which they can track thanks to location-based check-in services)! So you suggest it to your friend, and it turns out that he’s a regular there. You all walk over to the bar for a drink, and on checking in find out that your buddy is the Mayor of the bar, which earns him a half-price pitcher. Score! Plus, two of your other highschool friends saw your check-in on Facebook and stopped by the bar to see you. Thanks to the check-in service, you got a few half-price beverages, discovered a new favorite hangout whenever you visit home, and saw some friends who may not have already known you’re in town. On the bar’s side of things, they earned a new fan and a few extra customers that night – all for the price of a couple beers.

Location-based marketing is going to be a major player in 2012. How can it benefit your business?
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Steve Jobs Marketing Video

By | November 23/11 By | October 10, 2011

I saw this classic video over the weekend of Steve Jobs (in shorts!) steering Apple back on the path to greatness. Knowing the CORE of who you and who your customers are is key. Even though this was produced 14 years ago in 1997, his message is applicable today in our world of rapid change. Do you agree?
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Smart Phone Revolution

By | November 23/11 By | April 20, 2011

I just read that the mobile phone market reached 1.6 billion units in 2010, and will increase further to 1.8 billion units this year – there are less than seven billion humans on Mother Earth, so that’s more than one new mobile phone for one in four people. The growth is being driven by continuously growing emerging markets and the trend to upgrading to smart phones.

What is interesting for marketers is the growing trend for higher spec mobiles, with greater display areas, higher resolution and an array of other embedded technology. Our customers are demanding, and we are developing, more and more applications for the phone. From QR codes and tags to optimized mobile sites, we love the shift.
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Top trade show tips

By | November 23/11 By | October 18, 2010

Trade shows give you greater access and influence to buyers that is unique and difficult to get. Here are a few tips that will help!

Set measurable objectives
Ask why you are exhibiting. Quantify how many lead counts you are generating. You can also set goals for return on investment (generate $10 for every dollar spent on the trade show).

Pick good shows
Is this show a good fit for your products or services? Smaller shows may better if they are more focused than big ones.

Design effective exhibits
Your exhibit graphics need to say who you are, what you do and what is the benefit to your prospects.

Run a promotion
You can boost your lead counts by 33% with trade show promotions. Get information in exchange for the promotion.

Train your booth staff
Help your staff to engage, qualify, present, and close.

Follow up on your leads
Believe it or not 80% of leads that are generated are never followed up on according to the Center for Exhibition Industry Research. Have an action plan for follow up.

Measure your results
Measure your success so you can refine and improve your performance for future shows.

What has worked for you?
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Trade shows: Are they worth the time and money?

By | November 23/11 By | October 18, 2010

Nova Creative is getting ready for the DTMA show in Dayton and we ran across these facts from The Center for Exhibition Industry Research (CEIR). Pretty strong stuff.

  • 88% of attendees have not been seen by a member of your company’s sales staff in the preceding 12 months
  • Seven out of ten attendees plan to buy one or more products
  • 76% asked for quotes and 26% signed purchase orders (average all shows)
  • 72% of show visitors say the show influenced their buying decision
  • 87% of attendees will share some of the information obtained at an exhibition
  • 64% of attendees tell at least 6 other people about the event
  • 58% attend only the show in which you are exhibiting
  • 40% are first-time attendees
  • It costs 22% less to contact a potential buyer at a show than it does through traditional field sales calls

Do you have a good trade show story? If so send it my way.
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Are you using variable data in your marketing materials?

By | November 23/11 By | September 13, 2010

I’m not talking about mail merge in your address labels. I’m talking about variable text with style, integrated seamlessly into your message. I’m talking about variable images based on data from your mailing list. The kind of thing that makes your customers and prospects feel as though your products and services are tailored to them – you “get it” – like a true business partner or a close friend. Can you tell I like variable data?

Yes, there is a fine line between a warm, friendly feeling and the uneasy sense that big brother is watching. I was recently on Facebook and noticed a banner ad recruiting 32 year old mothers in Dayton, Ohio for a mystery shopping assignment. That’s a little creepy. Just because they had all that information doesn’t mean they should have told me. But when used correctly, variable data can be very beneficial. Increased response rates combined with data confirmation and tracking tools provide valuable analytics that may lead to a more effective future marketing strategy.

So, are you using variable data in your marketing materials?

Lisa Parish
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Marketing Jam Session

By | November 23/11 By | August 25, 2010

Combining folk, bluegrass, blues, reggae, country, jazz, and rock, they created an improvisational sound experience unlike any other. They performed at Woodstock. One of their rag tag crew was the inspiration for a Ben & Jerry’s ice cream flavor. And they recognized the power of community before a tweet was anything more than an onomatopoeia for bird talk.

Yep, I’m talking about the Grateful Dead.

Over the weekend, I started reading Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History. (The Kindle version – something I’ll obsess about in another blog perhaps). The story is told by a couple of Deadheads and marketing gurus – Brian Halligan and David Meerman Scott. While following the lead of a psychedelic band may seem like a risk for corporate types, the Grateful Dead developed an innovative approach to marketing that is now called social media. (And they did it without today’s instant message technology.)

Interesting and quick reading, I recommend you dust off the albums (or download a few tunes), grab a pint of Cherry Garcia, and dip into this book for some marketing inspiration.

Susan Lawson-Dawson – avid reader & rocker!
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THE THREE LEGS OF A STABLE MARKETING FOUNDATION

By | November 23/11 By | August 12, 2010

Have you ever sat on a bar stool that was missing a leg? Probably not because it wouldn’t be standing.
How annoying is it to sit at a wobbly table where the legs aren’t all the same length. Very – I hate spilling my beverages!

Almost without exception, you need at least three legs to create a sturdy foundation whether it is a bar stool, a table or your marketing plan. And they need to be balanced.

So, as you put pencil to paper (OK, cursor to screen) to develop your marketing plan, keep these three simple concepts in mind because they relate to interaction with all of your key constituents whether they be your associates, customers, distribution partners, members, volunteers, donors, whoever.

INFORM – Make certain that you clearly communicate the brand promise of your product or service to customers and what you expect from channel partners and associates.

EDUCATE – This is the leg that is often cut short. Clearly convey to customers the features, attributes and value of your products and services. Demonstrate, illustrate or sample as appropriate.
Train associate and channel partners so they are comfortable interfacing with customers and telling your story, how you need it told.

MOTIVATE – WIIFM (What’s In It For Me?). Make sure you answer this key question from your constituents’ perspective.

I have successfully applied this approach in my work with employers and clients including DAY International, Moto Photo and The Schwan Food Company.

How solid is your marketing foundation? Are you on stable ground or is your plan wobbly, teetering and in danger of toppling?

Chuck Bertini

P.S. For a really stable foundation, add a fourth leg…recognition. A little goes a long way.
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Quizno's reignites the generation wars

By | November 23/11 By | August 8, 2010

Nova has been abuzz (mostly driven by myself as I love both Quizno’s and the commercials) about the latest Quizno’s commercial featuring singing kittens.

The commercial harkens back to a somewhat controversial commercial they ran in the early ‘00s featuring singing rodents, floating around the screen pitching the deliciousness of Quizno’s subs.

We seem to be split here are Nova HQ about whether or not these commercials are brilliant because of their use of a viral campaign or whether they represent the worst fear of any fast-food aficionado by displaying rodents near your food.

As a Gen-Y’er (and Internet fiend) I loved the original commercial because it spoke to me and made me laugh and think of all of the things I love most about the web. However, it seems those who are Gen-X and higher do not feel the same way.

What do you think? Leave us a comment with your generation (if you dare) as well as your view.
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Nurture Your Prospects

By | November 23/11 By | August 2, 2010

So, let’s say your marketing efforts have worked. You have generated a ton of prospects. You are a superstar and are admired by your peers within your organization. Now what? Prospects are all at different stages in the buying process and need to be handled differently. If a prospect is ready to buy, you may want to contact them regularly…maybe once a week. If another prospect is interested but not ready, sending helpful information or an article each month will keep you on their radar screen. You also may want to send them an invitation to an event or to a helpful link on your site. Check out this article that spells it all out. I think it is excellent.

Bill small2 – Bill

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