Tag Archives: promotion

Iconic PR Campaigns Over the Decades

21 Apr

As we know, public relations activities and media have changed over the decades.

Consider these observations from the Fusion 360 agency:

“Public relations firms and — in many instances, marketing agencies — have the task of maintaining a favorable public image for their respective clients. Currently, that’s primarily accomplished through digital means: social media, content marketing, top-tier digital publications, etc. With respect to public relations, seeing as how things are drastically different now than they’ve ever been before, it’s interesting to take a peek into the past to see what’s worked.”

Here’s an entertaining video on PR over the years.
 
 

 

Better Communicating with Loyal Customers

7 Apr

by Joel R. Evans and Barry Berman

 
In this post, we resume our discussion about gaining more loyalty and patronage from current customers. The focus is on communicating with ongoing customers. Our assumption for today is that your business has started to develop a customer database and that you are also now at least thinking about enacting a frequent-shopper program. 

There are several basic issues that should be considered in better preparing to communicate with current customers:

  •  What topics/themes should be covered?

During the year, there should be a combination of “image” and “product/event” oriented messages; yet, the two messages do not have to be presented together. Image messages are broad and intended to portray positive company traits to customers (such as the number of years a firm has been in business, the family-owned nature of a business, the emphasis on customer services and a friendly sales staff, the quality of products sold, etc.) These messages are long term in emphasis and geared to making customers feel good about the firm. Product/event messages are more specific (such as the introduction of a new product, a special sale, holiday shopping, etc.). The purpose is to get short-term business. Frequent-shopper programs are both image and product-/event-oriented.

  • What audience should be addressed?

By examining the firm’s customer database, people may be divided into five categories: regular, heavy shoppers; regular, light shoppers; infrequent, heavy shoppers (those who seldom shop with you, but who spend a lot when they do); infrequent, light shoppers; and former shoppers (people who once shopped with you, but who have not done so in at least sixth months or a year). Different communications approaches should be tried with each of these groups.

  • What medium should be used to communicate?

Personalized communications should predominate. Therefore, E-mail with each shopper’s name (and not with “Dear sir or  madam”) and telephone calls should be the media most used. Because E-mails are less costly and can reach a large group quickly, they are often the preferred medium for communicating with current customers. However, if a firm wants to show greater interest in its regular, heavy shoppers or to try to recapture some former customers, phone calls better indicate to people how customer-oriented a firm really is.

  • How often should communications with current customers be conducted?

E-mails should be sent at least monthly. If possible, a phone call just to keep in touch with customers (not to sell anything) should be made at least once or twice a year. As we have noted before, customers are often impressed when they receive friendly rather than just sales-oriented E-mails and calls; they like to feel appreciated. Obviously, product/theme communications should be sent at appropriate times during the year.

  • What should be the mix of communications targeted at current versus new customers?

The typical small firm, as well as some larger ones, allot very little (or nothing) from their promotional budgets for communicating with just their current customers. They either spend all of their budgets on attracting new customers or, more often, they use the same messages for both current and new customers. Our recommendation is for firms to spend a minimum of 15-20 percent of their promotional budgets on messages targeted exclusively to current customers.

 

SXSW Interactive 2015

4 Apr

The annual SXSW (South by Southwest) Conference is held in Texas and is a major event. As its Web site notes: “With 72,000 registrants and artists in attendance, SXSW is one of the most effective channels for promoting your business to professionals connected in the Music, Film, and Interactive industries.

Click the image to learn more.

SXSW
 
JWT Intelligence has prepared a detailed slideshow that describes the highlights of the 2015 SXSW Interactive conference. Take a look!
 

 

How to Make Online Content More Visually Appealing

3 Apr

Although there are many highly visual company Web sites, others could be categorized as “boring.” How can content be more attractively effective?

Consider these observations by Neil Patel, writing for Quick Sprout:

“Have you noticed that I publish a lot of visually appealing content on Quick Sprout? From videos to infographics, I’m constantly leveraging visual media. Can you guess why? It’s because these visual content pieces are generating more backlinks than any other form of content I publish, which—in the long run—helps increase my search engine rankings and overall readership numbers.So, how do you create these visual masterpieces? Well, this infographic should help you.”

 

The Ultimate Guide to Creating Visually Appealing Content
Courtesy of: Quick Sprout

 

The Promotion Value of Store Window Displays

17 Mar

Window displays can play a large role in generating the enthusiasm and browsing behavior of shoppers. Great displays can generate store traffic that would otherwise be lacking.

As Barry Rice writes for ShutterCo, a leading provider of shutters in Dublin, Ireland:

“Some fashion brands have gained a reputation for their impressive window displays, most notably high-end brands like Louis Vuitton and Chanel. They go the extra mile when it comes to attracting shopper’s attention.Whether they have effective storyline type displays or they simply let colors or their clothes do the talking, these brands ensure they turn heads with their window displays.”

“It can be a task to get window displays right. In fact, window dressing is an art in itself which requires a lot of experience and of course, attention to detail. In our infographic we outline some of the most impressive window displays over the past few years that have rocked the world of retail. We provide details on each: what is depicted in the display, where it is located, and why is it so effective.These inspiring designs will make you look at window displays in a whole new light — from Bergdorf Goodman to Chanel to Apple.”

“See how visual merchandising is done right with our insightful info graphic on ‘The Art of Window Displays.’ Enjoy!

 

The_Art_of_Window_Displays-Infographic
 

Do People Still Look at Banner Ads? A Humorous View

20 Feb

Each year, marketer spend millions of dollars on banner ads. With that in mind, a good question is: Do people actually look at these ads?

Recently, Canadian-based Prestige Marketing prepared a brief tongue-in-cheek infographic addressing the above question:

“Banner ads first appeared on the Web in 1994 and since then they have been used extensively over the Internet. They are made to be eye catching and impressive so that they create an urge in the visitors to click into their business. But, their mass production and misuse has caused viewers to be skeptical and unresponsive to them. Do people still fall for this attractive ad?”

 

 

What Are the Best Ways to Influence People?

20 Jan

Persuasion is a key skill for marketers to master — not manipulation but honesty-based persuasion.

As Emma Snider writes for HubSpot:

“To sell something, you have to convince a buyer that they not only want your offering, they need it. To be clear, I’m not talking about fooling them into buying a piece of junk. Oftentimes, prospects stand to benefit considerably from purchasing a new product or service.”

“Most salespeople swear by personal persuasion tactics that ‘just work.’ But what does science have to say about it? After researching scientific studies on tactics that prompt people to act in a certain way, the folks at Everreach put together the infographic shown below. Instead of deciding which method of persuasion to use based on gut feel, salespeople can now consult the science before proceeding. So before your next meeting or call, think: Which of these six tactics would hold the most sway over this particular buyer? Adjust your approach accordingly and you’ll have them signing on the dotted line in no time. It’s not magic; it’s science.”

 

 

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