When Breaking the Rules Costs You

By Glen Garner/ Z102.9 and 1600 ESPN Brand Marketing Consultant
There are times when breaking the rules can pay some big dividends, but
there are other times when breaking the rules can really break you.
I came across a great illustration yesterday as I was doing some
research on web marketing. The "blogosphere" was a buzz with news of a
new video streaming service that went live yesterday. The company is
called Zediva (http://www.zediva.com/). The company has begun streaming movies
on the web for a buck a piece. They had done a fair amount of PR and
advertising to get the word out.
Being interested in movies and already streaming some of that content, I
figured I'd give them a try and see what all the hype was about. I
entered the web address and was promptly ushered to a screen that told
me due to heavy traffic that they hadn't anticipated, the site had
crashed and was down. I tried again this morning and was told they
wouldn't take any more registrations as is illustrated in the graphic
pictured with this post.
They broke a cardinal marketing rule. Never, ever advertise before you
are ready and can handle the traffic that those ads will generate. They
asked me to do something in their outreach through the media. I did what
I was asked and visited their web site. I was rewarded with a big zero.
I even took the request one step further and went back today and again
was rewarded with nothing. So now, I'm done with them.
What their advertising ended up doing to me was chasing me away because
they are not ready for my business, and I will question whether they
ever will be.
Advertising can do great things for businesses that have their acts
together, but for businesses that don't, it can put you out of business.
I think this is a good rule never to break. Don't invite people to the
store if you aren't ready to deliver. Are you listening Zediva?

Mobile Media Consumption on the Rise.

By Kellie Lala

Everywhere you look you see people on their phones.  More and more of those are the fancy Smartphones.  

According to comScore (2/14/2011), there are some important mobile trends that surfaced in 2010.

*Smartphone adoption increased in both the United States and Europe by over 10%. 

  Those numbers are now 27% in the US and 31% in Europe.

*Nokia is #1 in UK, Germany, Italy and Spain. 

  Samsung took the top spot in US and France. 

*36% of mobile Americans and 29% of Europeans searched the web on their device.

*In 2010, mobile users accessed a social networking site at least month via their

  mobile device. 

  

So what do all of these statistics mean to you as a business owner.  Your customers are becoming more mobile and have a tremendous amount of information at their fingertips 24/7.  Your website, advertising and social media should be up to date, full of content that your prospects and customers find of interest and your merchandise or service should remain a front runner in your industry.  That is a tall order when you work in your business every day. Where do you find the time?  You should surround yourself with experts in their field to support your efforts.  Work with these experts to build trust and have them help to support your business.  As more subscribers use their mobile device to access the web in 2011, it is essential that you stay on top of reaching these consumers.      

Concentration is the Key!

by Jill Dennis

We always think we need to be talking to ALL of the people....ALL of the time.  We think that this is the best way to grow our business....to profit.  But what if by trying to do that we accomplish nothing?  We spread ourselves too thin and our message ends up getting lost. 

According to Jim Doyle and his presentation on Upgrade Selling, he shows how to dramatically increase the results you get for your business.

Step 1.  Reach the right people.

For most businesses, the way to get more advertising results is to find more people who look like your BEST customer.  Put your advertising dollars towards attracting that CORE customer.

Step 2.  The message.

Sell what the customer BUYS.  For example, colleges aren't in the "college' business but in the "how to make your life better" or "get a job" business.  Then keep the ad as consistent as you can and for as long as you can.

Step 3.  Frequency. 
It's important to have multiple exposures in this information cluttered world.  When you spend your dollars in fewer places, it allows you to have more frequency in your advertising which will translate into better results.  Your results will go up dramatically.  Dominate fewer places - but own them!

CONCENTRATION IS THE KEY TO ALL ECONOMIC SUCCESS - Peter Drucker

People Go Where They Are Invited

By Chris Law

People go where they are invited.  Makes sense huh?  How often do you drop in on even good friend uninvited?    It's not really any different for your potential customers.  If you aren't extending an invitation chances are someone else is and the people?  They go where they are invited.  Firehouse Sub's (an East Coast based chain) realized the benefits of inviting customers to stop by during the depths of the recession.  You can read all about it here.

  

The good news is the recession is over and people are indeed spending money again.  The bad news for some local businesses is they aren't necessarily spending it in the same places they did pre-recession.  The last two years have altered buying habits of many customers and unless they are invited to make a change their habits just might become permanent.  Perhaps it's time to send an invite their way?

The Lemonade War

By Jill Dennis

So....my 5 year old son brings home a book from school.....it's a book that his entire grade school is reading together at home with their families and I thought to myself that it was probably a little early for a Kindergartner to have homework.....but I always enjoy a reason to read to my son so I was excited about it.  The book is called The Lemonade War, and it's a book that effectively combines math, economics and marketing - all equally interesting.  The book is about two siblings who are completely different who decide to have a competition of who will raise the most money with their own lemonade stands.  Evan is people smart while his sister is math smart.  Evan is good at talking to people, even grown ups, but his younger sister Jessie is not especially good at understanding people.  So when their Lemonade War begins there's no telling who will win!  As we read the book together I realized what a basic handbook it is for business ideas and busines theories.  The entire book is about how these two siblings realize that having both basic business and social skills are important to get along in business as well as life.  This book is good and GREAT for young capitalists!!

Spend and Save a Little.

By Kellie Lala 

It’s that time of year-Tax season!  According to a 2011 recent National Retail Federation survey, Americans are ready to use their tax refunds to treat themselves or their families.  What might they buy you ask?  Major purchases like a new television or furniture top the list.  However, the economy is still looming as a reminder that they just might want to save some of their tax refund for a rainy day.  Personally, I like to do a combination of the two.  I love to travel, so my refund goes to fund that passion along with putting some of my money in savings.  Look at your tax refund as “free money” and it can be used to also pay down any credit cards or debt that you may have.  My wise, former boss Eliot Keller, would always tell me that the Government had used my money interest free for the past year and now they give it back to me in the form of a tax refund.  I agreed with him 100%, however I like getting a “chunk of change” in the form of my tax refund. 

According to the National Retail Federation survey, 63.9 percent of Americans have filed their taxes by the end of this month (February) and their refunds will soon be on the way into boosting our economy.  Approximately 66% of tax payers are expecting a refund this year.  With that many Americans getting money back we can only hope that they will shop at local stores, pay for their daughter’s weddings, buy an “Imported from Detroit” new car or go see the Grand Canyon for the first time. 

How about you?  What will you do with your “free money”?  

Making Friends with Broca

By Julie Hein

I’ve never been “clubbing” in NYC, Chicago or LA or any other place for that matter.  We did our share of damage in the ped mall in Iowa City some time ago, but I’ve never been to one of those cooooooool places where they look you over before they admit you.  You know what I mean, right?  Those places in the movies that Madam Hottie gets right through, but the rest of the ordinary folk stand behind the rope, waiting.  Interesting, attractive and persuasive people (or ones passing out the bribes!) get through.  Boring, tired, ordinary people wearing last year's Manolos are ignored.  It’s up to the beefy guy in the black leather coat, evaluating at the door with a nod for the beautiful and a blank stare for the not-so-beautiful.  (author’s note:  I’ve never even seen Manolos.  I really need to get out more.)

Your brain has a similar setup.  It's called Broca's Area.  Broca is the guy who loves verbs and hates, detests, despises anything predictable.  He wears a black leather coat and turns his back on anything boring, cliché or redundant.   When you hear someone start to ramble on about themselves, this guy shuts them down.  He gives you a mental vacation where you’re standing there, eyes and ears open, but you’re not receiving any information.  He hears or sees something over-used, trite and tired and says, “get lost”—and you never even know.  He’s the gatekeeper to your brain--and no dullards will get past him. 

So, as we plan, write and produce commercials, we need to think about Broca’s area.  Roy Williams, author, marketing wiz and general good guy (please tell him I said so!), says that surprising Broca is essential in all advertising.  Make sure that your ads don’t sound like ads, that they don’t blather on about your store, your hours, your tradition, etc. Instead talk about what your customer cares about, and you'll fly right by Broca to the pre-frontal cortex.  (That's where decisions are made.)  Use strong verbs and few adjectives.  Adjectives are over-used and expected, therefore easily get on the black-ball list.  

If you want help or to chat more, give a yell.  We're here.