Tag Archives: promotion

Why Every Business Needs a Blog

11 May

According to some pundits, blogs are not as important to businesses as they once were. But we at Evans on Marketing strongly disagree.

The following infographic from Big Rock, a domain service company, does a nice job of illustrating the value of blogs to businesses.
 

 

An Infographic Look at Social Media Marketing in 2015

5 May

As Kristy Schnabel reports for It’s Virtually Done:

Social Media Exam­iner is the largest online social media mag­a­zine. At their event — Social Media Mar­ket­ing World (#SMMW15) — they promised that we would ‘rub shoul­ders with the biggest names and brands in social media, soak up count­less tips and new strate­gies and enjoy exten­sive net­work­ing oppor­tu­ni­ties in San Diego, California.’ Founder and CEO Michael Stelzner deliv­ered and then some! With his able team of hun­dreds and the spec­tac­u­lar venue the Grand Hyatt, Team #SMMW15 gave us an unfor­get­table, stel­lar event shar­ing amaz­ing con­tent that we can all imme­di­ately imple­ment. Oh, and there was a ton of fun too.”

Click the link above to read Schnabel’s social media marketing lessons.

Below is an infographic prepared by that summarizes Schnable’s 25 key points.
 

Looking to Generate Passion? Consider Using the Color Red

28 Apr

Some colors are meant to generate different emotions among consumers. Red is one such color — it can bring out the passion in people.

As Evan Brown writes for Designmantic:

“Red is a fierce color. Whether you use it for apparel or in any industry, it will invigorate the darkest and the brightest feelings alike. How so? Because, red is the color of passion and many key emotions get their appeal from this color. It delineates the intense emotions, such as, love, adventure, aggression, and so on. Read Robert Burn’s ‘Luve’ like a red, red rose, or check the 10 commandments of color theory to get the idea, would you?”

“The color encompasses hundreds of shades and values that only help in being more expressive. It has the quality of being loud and subtle as required. Long story short, it’s the perfect color to represent life as we perceive it with all its glamor and charms. The following infographic celebrates the status this color holds in our lives.”

 
Red
 

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

 

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