Conquer with Content

With the rapid advance of Social Media, savvy online marketers are segmenting their target audiences and creating detailed profiles for each of their sub-groups.  (For example, consider a university that is trying to increase enrollment.  To achieve this goal, they will need to reach junior and senior high school students who will be enrolled in the classes.  They will also need to reach out to parents and grandparents who influence the decision.   Alumni will need to know how to make donations.  There would be more sub-groups than those I've listed.)  Most market segment profiles encompass a variety of categories; including, consumer traits, lifestyle preferences and consumer behavior patterns.  But these segmented profiles are going even further to identify very specific problems, symptoms and psychological concerns that relate to the people represented in the sub-group.

To be successful on the web, an in-depth understanding of your target audience (be it customers, patients, students, voters, subscribers, etc.) is extremely important.  I refer to this as the 2nd Commandment of advertising.  Why?  Because being successful on the web is largely about the content you write.  When someone arrives at the content on your website, blog or online press release, for example, he should be able to quickly identify himself in what he reads.  This will compel him to "stick" - continue reading the entire article and hopefully begin a dialogue with someone in your company. 

Principle:  If you don't have a thorough understanding of your target audience and the related sub-groups, it is unlikely that you will be able to write copy that will capture their attention.  

Most websites are little more than online brochures.  The content is arranged according to the company's product or services rather than by categories of problems that need to be solved. Many businesses believe that they can provide "one-size-fits-all" content and appeal to a broad spectrum of visitors.  This type of copy rarely helps anyone; therefore, people find little value in reading it.

Targeted Content

Websites should have pages written specifically for the purpose of  capturing the interest of those in the defined sub-groups.   Targeted content is helpful and informative.  When new content is added on a regular basis, you are providing a motivation for visitors to return to your site for more valuable information.  When you write online material, such as a blog or press release, you should include "deep links" to these same pages on your site instead of directing people to your home page.  "Deep linking" gives readers immediate access to the information they are seeking.   If finding what they need is a tedious exercise, potential customers are going to leave your site as quickly as they came in.  (The information on the home page needs to be more general because it serves all market segments.)  Show visitors that you understand who they are and what they're experiencing and you will likely have the opportunity to inform them how your product or service can provide the solutions they need.

ABC Widget & Media Company

We are living in a world of online marketing, where every marketing director, business owner, and CEO should see himself as a publisher in addition to the position he holds in his own specific industry.  Websites, podcasts, webcasts, online press releases, blogs and more can all be avenues to engage a visitor in an online dialogue.  Once the interaction takes place, you will have a great opportunity to have your visitor become your customer.

Moving to Social Media

I started my career in the ad agency business thirty years ago so you can imagine the changes I’ve seen take place in the industry.  Nothing compares to the transformation that has happened in the past few years with online marketing.  I’m not downplaying the value of traditional media such as radio, TV, print, outdoor, etc. but if you’re not thinking online marketing, you’re making a big mistake!  Research shows that ninety two percent (92%) of customers search online before purchasing a product or service.  If they can’t find you online, it’s highly unlikely your products or services will even be a consideration.  Amazingly, eighty seven percent (87%) of businesses fail to have an online strategy.

 It’s not just a matter of accessing the web from the comfort of your home or office anymore.  I recently switched to the Apple iPhone.  The internet access is amazing.  With the iPhone, I have instant access to what I need at the time I need it – no matter where I’m located. 

Instant access is a key point that should have the attention of every marketer that has control of an advertising or PR budget.  Online marketing enables your message to be delivered precisely at the moment it is needed.  Unless an online strategy has been deployed for your products and services, don’t expect there to be much return from your investment in a great looking website or even from the purchase of colorful, animated banner ads.  The strategies that apply to traditional media are different than those for new media. Traditional media enables you to talk to people.  New media enables you to engage in a conversation with even more people.  Marketing on the web is about understanding keywords and phrases that your potential customers will be searching.  Next you will want to develop a strategy using mini-campaigns to drive them to pages containing an abundance of data regarding the subject they are researching.  Once they acknowledge that you understand their problem, they will be open to reading about the solution(s) you offer to solve it. By providing this information, you are well on your way to building online relationships.  The content you provide demonstrates your expertise in the subject.  If the information you are providing is well organized, you can lead visitors through the sales process to the extent that they make a commitment to your offering.

 Online strategies are the key to success on the web.  It’s not “If You Build It, They Will Come”, but rather; “If It’s Valuable, They Will Come.”  

 

Test Your Brand

Consider this easy, internal test that can really evaluate the status of your brand: randomly approach a wide spectrum of people in your business (managers, staff, technicians, etc.) and ask them one simple question – What does this company stand for? After you collect all of the answers, separate them into one of three different folders.

• The first folder will contain answers in which the respondents admit they don’t really know what you stand for as business.

• The second folder is for the “Me, Too” answers. These are answers that respondents at competitive companies could just as easily have given. For example: “We try to provide the best possible products and services.” (Who doesn't?)

• The third folder is for the unique answers; answers that describe you as being different from all of your competition. It should be something that is desired in the marketplace.

If the majority of the answers end up in the first and second folders, you have a brand that is either in trouble now or easily could be in the future.

Dimension X has developed a process that can help businesses separate themselves from the competition. The deliverable is a strategy you will be able to follow consistently while building a superior brand. If you would like to discuss this process, please contact me at 724-522-9990 Ext. 460 or E-Mail wmyers@dxadvertising.com.

Michelangelo Helped Write My Ad Campaign

Several years ago, we took a Mediterranean Wind Jammer cruise that sailed the French and Italian Riviera. During a stop in St. Tropez, France, we decided to take one of the available tours. We had been trying to enjoy every minute of the vacation so sleep had not been a priority up to that point. After about an hour on the tour bus, I started to fight falling asleep. The tour director was telling us about Michelangelo's influence in the area. The last thing I heard her say was that "Michelangelo believed that a great masterpiece already existed inside an unchiseled rock and that his gift simply allowed him to get it out". After that, I was out!

A few weeks later, my agency needed to present new campaign ideas to our client, Slippery Rock University. During the creative meeting, I remembered what the tour director had said. I mentioned it to the rest of the team and we all agreed that it would make a great campaign. The premise of the campaign was that scientists, teachers, musicians, etc. already existed inside the new students. The education process at Slippery Rock University simply brought the professional out of them. We compared the idea to Michelangelo's masterpiece theory in all of the ads and commercials. The campaign won several national awards. The billboard design was picked up by the Associated Press and featured, in a story about college marketing, in many newspapers across the country. The campaign was very successful for the university.

Keep your eyes and ears open. It's not unusual for a great creative idea to play itself out right in front of you. If you would like to discuss ways to strengthen the creativity in your advertising and marketing, please contact me.
Phone: (724) 522-9990, E-Mail: wmyers@dxadvertising.com

You Need a Better ROI from Your Advertising? So What!

A couple of years ago, I had the opportunity to attend a creative seminar in New York City that was sponsored by Clear Channel Radio. The key note speakers were none other than Dick Orkin and Christine Coyle owners of the famous Radio Ranch in Hollywood, California. The entire seminar was well worth the time I invested. Dick and Christine presented an exercise on making advertising more effective. The presentation made a lot of sense to me and I’ve used it on more than one occasion.

The exercise focuses on finding the Better Reality. Let’s assume that you own a Mattress Store. The process goes something like this:

Q. What do you sell?
A. I sell mattresses.

Q. So What!
A. So, they are of excellent quality.

Q. So What!
A. So, they will last for many years to come.

Q. So What!
A. So you will have many nights of very comfortable sleep.

Q. So What!
A. So, you will be more rested and more productive.

Ahh. So what you really sell is rest and productivity. That is something I would be willing to pay a premium for . . . How about you!

Keep asking “So What” and drill down to the Better Reality. You will be surprised how much stronger your advertising becomes.

A Small Budget Can Work Big Time!

I once counted the number of Jewelers/Jewelry Stores in the Pittsburgh Yellow Pages. Most people are surprised to learn that I counted 262! So if you own one of the smaller shops, how can you capture Mind Share so that customers think of you when they're considering a jewelry purchase? After all, you don't have an advertising budget the size of many of your competitors. If this sounds like your situation, here is a principle that can give your business the lift it needs.

THE FEWER RESOURCES YOU HAVE, THE NARROWER YOUR TARGET SHOULD BE.

For example: A small jewelry store in the Pittsburgh market could change its name to Colombian Emeralds. With all of your time, energy and ad dollars focused on this one product line, you will gain Mind Share rapidly. Colombian Emeralds can quickly be know as having the area's largest and most exclusive selection of Emeralds in the region. The store's advertising could announce that it offers the finest emeralds in the world direct from the emerald mines of Colombia.

Why will this be effective in capturing Mind Share? Because no one else can make the claim. Colombian Emeralds can still offer other lines of jewelry (watches, diamonds, etc.) to customers but the marketing would stay focused on being the "must shop" place for emeralds.

If you would like to discuss marketing strategy with the Dimension X creative team, please give me a call. Phone: 724-522-9990 E-Mail: wmyers@dxadvertising.com

Arnie Raised the Level of Competition

Raising the bar and competing at a higher level can have a lot of benefits. From 1985 to1990, I was the president of Laurel Valley Advertising. The firm was a full service ad agency owned by professional golfer Arnold Palmer and sport’s agent Mark McCormack. I had the good fortune of being with Arnold at various golf tournaments including some on the Senior (now Champions) Tour. I was also involved in organizing the Bay Hill Member Guest each of the five years I was associated with the Palmer Group. One of the things a player received when he registered for the event was a pocket-sized program book that contained a list of all the players and their handicaps.

On the first day of the tournament, I walked out on the first tee to speak to Arnold, at which time he recruited me to help with a situation that had occurred. One of the golfers had challenged Arnie to a little side match and that started an avalanche of other side matches. Arnold needed me to keep track of them all in his program book. There must have been at least eighty side matches! Mr. Palmer was going to have his work cut out for him because the vast majority of those golfers had hefty handicaps so he would be giving a considerable number of strokes. Arnold was very gracious. He knew what a big deal it was for those guys (many of who were meeting him for the very first time) to say they took him on – win or lose. He didn’t turn down a single one.

Playing against Arnold Palmer brought out the best in many of the golfers on that day. I could see the enthusiasm. Most spent extra time on the practice tee and putting green. I’m sure they were as focused as amateur players could be. Perhaps, for the first time, strategy became part of their game. But on top of all of that, I believe it was one of the most fun and memorable games many of them had ever played.

Competing in business is very similar. If you want to take your company to another level, set your sights on some “wish list” clients. Make sure you’re ready for the game with a marketing strategy that can make those clients a reality. You might be surprised, to find out, how much fun and memorable this challenge really is.

If you want to talk about a winning marketing strategy with convergence marketing, please feel free to contact me.
Phone: 724-522-9990, E-Mail: wmyers@dxadvertising.com.