Category Archives: Advertising

WOW a 5-hour marketing seminar on a subject that doesn’t exist…

15 Tuesday Feb 2022

Posted by in Advertising, B2B Marketing, Content Marketing, Copywriting, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation, Media, Remarketing, Thought Leadership

≈ 2 Comments

Well folks, the cyber-hustlers are at it again. Those digital doofuses who have no marketing expertise but call themselves marketers.

This image has been chasing me around social media for a while, promoting something that doesn’t exist in marketing ‘paid advertising‘.

The state of something that doesn’t exist…

Advertising by its very definition is media that has been paid for. The marketer buys time or space and controls the message content. I suspect the author really means “Paid Media”, but is not experienced enough to know the difference.

Here’s the modern marketing parlance for media labels:

Paid media – which is all advertising. Marketers pay for time or space and own the content of the advertisement in any media.

Owned media – which includes advertising but also websites, signage, sponsorship, events, trade stands, marketing collateral, sales presentations, point of sale etc – any analogue or digital marketing assets.

Earned media – traditionally public relations, but now includes any marketing content shared or commented about in analogue or digital channels, by experts, journalists, commentators and to a lesser extent in terms of credibility, influencers and social media connections.

And now, the aim of marketers is to get as much of your paid, owned and earned media to become shared media – in analogue and digital channels. To use another recent buzzword, this amplifies your message. There are many examples of brands earning $Millions and even $Billions of media value as a result of their marketing messages being shared, or ‘going viral’.

But let’s unpack the ‘paid advertising’ sponsored message, as it reveals amateurs played a big role in its creation:

The first sentence has a typo: “We’ve brought together some greatest minds…” – it should read: “We’ve brought together some of the greatest minds…“

But who are these minds you ask?

Why is the fact the author has studied a medium size advertising agency worth noting? $63 million and 19 accounts – agencies of this size have been operating for decades. What’s significant?

The final subheading differs from the rest: “The state of advertising in 2022” – what happened to “paid advertising“?

Just as headlines that start with “The art of <insert subject matter here>” are a complete waste of time, so too are headlines that start with “The state of <insert subject matter here>“

They are glib and weak, reflecting the fact no thought has gone into the piece of communication.

But given the declining expertise in modern marketers, many may not notice the errors. For all I know the event went well – though I suspect a better headline might have been:

“FREE 5-Hour Seinfeld workshop – the workshop about nothing”

QR codes are dead, long live QR codes…

30 Tuesday Mar 2021

Posted by in Advertising, B2B Marketing, Customer Service, Digital marketing, Direct Marketing, Marketing, retail, Sales

≈ 3 Comments

Tags

As you know dear reader, more often than not, the latest shiny widget hailed as the new-new-thing in the digital marketing world, dies a rapid death and is soon forgotten as the next new-new-thing takes its place. Google glasses being an example.

And so it was with QR codes. Relegated to the digital dustbin, they had a short life mainly due to the hassle of downloading an app for scanning the code. Not all apps scanned all codes. Some were proprietary to certain code types – for example those used by magazine publishers to link you to more of the story on a website.

Sometimes they just didn’t scan easily, and not all phones worked with the apps as the phones weren’t so smart back in the day – mid-90’s to early 2000’s. So inevitably, frustration and impatience eventually killed off the humble QR code.

Then along came a global pandemic. Who’d have thought hey?

Thanks to smart phones and contact tracing, QR codes are now ubiquitous in our lives. Every retail store, cinema, theatre, restaurant et al, requires the humble punter to scan the QR code upon entry. Right now we cannot live in society without QR codes, so it’s only natural marketers tap into this new habit.

Publishers, religious organisations, real estate agents, packaged goods manufacturers and more have jumped at the opportunity to use QR codes as a response device – or should that be ‘engagement device’ for those limited to marketing to digital channels.

Ironically, in a digital world, QR codes are helping to lead an already resurging interest in direct mail – the codes appear on the envelope, letters and brochures as the response device that takes you to customised landing pages. A seamless measurable link between the real and the virtual worlds.

The smartest B2Bmarketers know, direct mail is by far the best performing media channel to generate hot leads – always beats LinkedIn, email and online advertising hands-down. Until QR codes, the mailings linked to PURLs (Personalised URLS) – but you had to enter the PURL into your keyboard. But who wants to type when it’s much easier and faster to scan and link to the PURL on your phone?

Here is an example from the Jehovah’s Witnesses for an Easter mailing that arrived in my letterbox this week:

The QR code in the letter links to landing page…
The QR code in the brochure also links to the landing page

Here is the landing page:

https://www.jw.org/en/jehovahs-witnesses/memorial/

Here is a real estate sign in my neighbourhood – though why you would restrict your marketing to just social media is beyond me:

Why limit your marketing to a single channel?

My local Mayor uses a QR in his letters to the constituents:

A modern mayor…

This is a mailing I did two years ago to promote an event on how to use direct mail. The QR code linked to a landing page to buy tickets.

Everywhere you look there is a QR code being used to encourage consumers to scan and link to a landing page, website, app or shopping cart. Or even to start a bit of virtual reality – though the VR experience is still a tad frustrating.

Just as the barcode changed retail as we know it, the QR code is here to stay and I suspect all brand advertising will start to include QR codes to encourage response.

However, there is also a seedier side to QR codes that I will reveal in the next article. I’ll share how some brands are using the codes to steal customers from their existing retailers. Retail is going to get nasty.

As they say in adland “Watch this space“…

Before Coles stops using printed catalogues they should look to Domino’s for guidance…

13 Thursday Aug 2020

Posted by in Advertising, Branding, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing, Media, retail, Sales, Sales Promotion

≈ 3 Comments

Tags

, , , , ,

This week a marketing clerk at Coles made the ridiculous decision to stop using one of its most powerful media channels for retailers – printed catalogues. For international readers, unaddressed catalogues distributed via letterboxes, are one of the strongest generators of retail store and online traffic in Australia.

Coles catalogues

The reasons given by the clerk were ridiculous to say the least and naively woke – and Coles has rightly copped a backlash from both consumers and industry.

There is no basis to the Coles sustainability argument around paper usage, as explained by Kellie Northwood CEO of The Real Media Collective in her comments in Mumbrella. While Simon Lane, Country Manager at Ricoh, succinctly demonstrated how consumers are behaving, in this post yesterday.

The physical is always more powerful than the virtual as I explained here years ago. After all, would you prefer a real or a virtual kiss?

The science of the emotional power of paper over digital channels has been proven. It has to do with how direct mail for example, makes the content more real to the brain and better connected to memory by engaging with its spatial memory networks. The material generated more activity in the area of the brain associated with the integration of visual and spatial information (the left and right parietals) and the processing of information in relation to the body.

You can download Millward Brown’s research on this topic here.

Though, I’ve learned through testing, that the best results come from a combination of both print and digital channels. You need to continually test to work out the best combinations.

I suspect Coles has never run a split-run test to see what media channels work best. They’ve never isolated stores and distributed a catalogue in one catchment area and not distributed a catalogue around another store, to prove the best media usage. They certainly didn’t claim so in the announcement about their decision.

Once again the marketing clerks are letting opinions not facts govern their decisions – a sad reflection on the industry.

Which brings me to Domino’s…

Don Meij is the CEO and Managing Director of Domino’s Pizza Enterprises. He is also one of the most successful business executives in Australia and one of the highest paid. I had the privilege of interviewing him for my book a couple of years ago.

He revealed that Domino’s rushed to ‘save money’ by reducing the volume of its unaddressed letterbox marketing collateral. Domino’s distributes leaflets, booklets and other printed collateral to sell pizzas. Domino’s had launched its app and wanted to migrate customers to using the app for orders.

The result of this decision was an immediate drop in sales. So Domino’s reverted to using letterbox leaflets again. Over time, the Domino’s app has changed the way many customers place their order. Instead of using the phone to talk, they use the phone to tap. And once a customer downloads the app they use it more often to place home-delivered orders. But many still use the letterbox offers before ordering.

Domino’s realised the best marketing results come from testing and using a combination of media channels. Let the market prove the media you should use – not the marketing clerks.

Interestingly, my local pizza owner – he’s from Calabria –  had to close his dine-in service during lock-down. He doesn’t have a website. So he printed a letterbox leaflet and distributed it in his catchment area. He offered a discount for pick-up. I’ve used the offer almost weekly and love chatting with the husband and wife team as I await my order. We are after all, social creatures. He said the leaflet saved his business.

And only last month Coles biggest competitor Woolworths did a mass-distribution of its loyalty cards in a clear plastic envelope in suburban letterboxes, to attract new customers.

Woolies use letterbox distribution to sell loyalty cards

In the statement about the catalogue decision, the Coles marketer said, “we are living at a time of unprecedented societal change…” and it’s true. Consider what’s happened during the pandemic:

  • Record sales of books as people have more time to read
  • Record sales of jigsaw puzzles as families return to ‘traditional’ tactile activities
  • Record sales of vegetable seedlings and chickens as families grow their own food
  • Return to direct mail communications as the personal and physical media are more trusted during these troubled times
  • Record sales of home-delivered products – because there is no other way to buy them as stores are closed

Of course, the volume of mail and unaddressed catalogues is less than a few years ago, just as radio and TV audiences have declined and digital marketing channels struggle to be successful. As consumers, we have way too many channels to use, making it harder for marketers to instinctively know what works and what doesn’t. Hence we need to go back to basics and follow the rules.

There are two simple rules to success in marketing:

Rule 1 – Always Test

Rule 2 – See Rule 1

The pandemic has revealed some massive weaknesses in marketing – with poor quality decisions being made by unqualified marketing clerks.

Let’s hope the ‘new normal‘ brings back a semblance of commonsense and let the facts, not woke virtue signaling, drive marketing decisions…

Looks like people are lying in vital COVID-19 market research…

02 Thursday Jul 2020

Posted by in Advertising, Branding, Marketing

≈ 1 Comment

Tags

, ,

Forget the second wave of stupidity folks, the third wave of stupidity is gaining momentum in Australia. Suburbs with no recorded COVID-19 cases are rapidly running out of bog rolls again, as TPHS* spreads its deadly tentacles.

The third wave of stupidity is here…

Yet, despite my recent vigorous research into what humans fear most, the fear of running out of bog rolls doesn’t appear anywhere – on any list in the world.

On this list, it’s public speaking – even more than the fear of dying.

On this list, the biggest fear of Americans is “corrupt government officials” – which doesn’t really need any commentary under current circumstances.

On this list, it’s social phobias people fear most.

Damn I dropped my last roll…

So if the fear of running out of bog rolls is not a stated fear in any research, yet the biggest fear as demonstrated by current human behaviour is running out of bog rolls, one has to ask the question:

Can you trust market research results?

If you’ve worked in market research you know the answer to the question is “yes“. But, the research adage of “what people say versus what people do” is applicable, more often than not. It’s why there is a skill to framing questions when doing market research, which I won’t go into today.

Though my old boss David Ogilvy, who was a big fan of research, said this: “I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.”

Maybe the next omnibus survey will reveal some new pandemic-related fears?

Though I doubt the fear of running out of alcohol will be a problem – home delivery of alcohol is booming – and there is no shortage of production. It seems the populace is happily getting sloshed in lock down, without leaving the couch.

Which reminds me, I need some more red wine – better check local same-day delivery services – cheers…

*Toilet Paper Hoarding Syndrome

Last time we had unpolluted air it took less than 7 days to return to ‘new normal’…

30 Tuesday Jun 2020

Posted by in Advertising, Marketing

≈ Leave a comment

Tags

,

The year 2000 was wonderful for Sydney-siders dear reader. We were hosting the ‘greatest games ever‘ and the city was party-central for this fabulous festival of sport. Even the weather obliged with sunshine for the most part.

And because trucks were off the roads, only delivering at night, and most of the city’s occupants were on holiday and using public transport, the lesser traffic ensured the blue skies above were as clear as they’d ever been.

Pollution-free clear blue skies…

But what was special during that two week party called The Olympic Games, was how polite and friendly people were to each other. The populace was smiling and manners came to the fore – “after you” in doorways, “thank you” for anything. When 10,000 fans were crammed onto the Olympic train station awaiting the next train, instead of getting angry at the crush, we sang songs together and enjoyed doing so.

Instead of complaining, the crowd sang songs…

I commented to my better half “I wish people were this nice all the time. I wonder how long it will last?”

Less than 7 days is the answer.

In under a week from the Games finishing, I had an elevator door slammed in my face as I went to step in, a queue-jumper pushed in front of me to order a coffee and road rage returned with a vengeance, as the roads and traffic returned to normal.

Quick, close the door on that person running for the elevator…

I’m writing about this topic, because during the early days of the current COVID lock-down, people have behaved very politely and appeared a lot more friendly. The early-morning walkers who would normally ignore a friendly greeting, have happily chatted rather than avoid eye contact. Dog walkers have been bumping elbows – and dogs.

Even the fitness freaks, who would otherwise be in a gymnasium of some sort, say “hello” as they sweat past you, or while doing their routine publicly in the park as you walk by. These might seem like small things, but in the big scheme of urban communities, getting anyone to acknowledge a stranger’s greeting is usually nigh-impossible.

“Hi neighbour, hello puppies…”

And you’ve probably seen the images of nature returning to its healthiest condition, unseen in decades, as pollution disappears from our rivers, canals and skies.

So with all the COVID-Buzzwords being thrown around, I wonder how long before the alleged ‘new normal‘ appears? How long before we go back to being our old selves? How long before what’s old is new again, again?

Given the “second wave of stupidity” by the masses afflicted with TPHS (Toilet Paper Hoarding Syndrome) I suspect that across the board, there won’t be much of a ‘new normal.’ People and companies will return to existing habits and practices, though with some modifications – such as working from home more often than pre-pandemic.

It seems road rage is on the rise, while social distance queue-jumping is rife in retail stores. If you don’t immediately step to the next “X marks the spot” in the checkout queue, some low-life will jump on to the unmanned X and steal your place.

Police monitoring social-distance queue-jumpers and those with TPHS…

And let’s not mention the oxygen thieves who state they are not going to let a pandemic interfere with their lives. They are actively ignoring social distancing and continue to hug, kiss and gather in groups. When one young male was asked by a reporter “what if you give COVID to your grandmother?” he just shrugged and said ironically “that’s life“.

So my COVID-Forecast for public behaviour is that there won’t be a new normal, just the old one returning along with the easing of restrictions. Most of us care about one thing – ourselves – and we’ll do whatever we can to look after number one.

Speaking of number ones, that reminds me, I need to buy some paper for number twos. Better arm myself and prepare to take on those with TPHS at the retail store…

The second wave of stupidity proves it again – when consumers panic, brands don’t matter…

24 Wednesday Jun 2020

Posted by in Advertising, Branding, Marketing, Thought Leadership

≈ 4 Comments

Tags

, , , ,

A spike in the number of COVID-19 infections this week, in the State of Victoria in Australia, has led to a second wave of stupidity. Apparently, people are rushing their supermarkets and panic-buying bog rolls.

So I thought I’d republish this article, as it is the most popular of my posts in this crazy year. It reflects the simple adage, when common sense flies out the window and people panic, brands don’t matter…

Never underestimate the stupidity of the typical punter…

Now before you pile on dear readers, I am first and foremost a ‘brand man’. I’ve spent my career marketing brands and have just written an article for a trade publication on how those who continue to advertise during tough times, come out of the downturn faster and more profitable than those who don’t advertise.

But the human nature demonstrated in these last few weeks, seems to support that old classic – Maslow’s Hierarchy of Needs – and we’ve just added a lower foundation level.

There has not been one person anywhere in the world, who wanted to buy toilet paper, say “oh that’s not my brand – I’ll leave this pack here for someone else and wait until my brand is in stock.”

Oh, this isn’t my favourite brand I won’t buy it…

The same with hand sanitiser, pasta, canned food, paper towels, vegetable seedlings, home gyms, et al.

Get your pasta, any-brand-will-do pasta…

When it comes to the survival of the fittest and the satisfaction of the most basic needs – brands don’t matter. People treat every brand as a commodity.

Last week, I asked my university students what brands, they or their parents, were buying during this pandemic. “Anything we can get our hands on, it doesn’t matter what brand it is – we don’t want to run out of toilet paper.”

The craziness will end though and when humans go back to the ‘new-normal’ and have time to shop at well-stocked stores with disposable income and job security – brands will matter.

So keep investing in your brand – you may have to find innovative ways to do so, such as the distillers making hand sanitiser. But don’t stand still – or you’ll be run over in the rush for essential commodities.

Gotta go, it’s lunchtime. Where’s that tin of no-frills beans…

Mmm no-frills beans…

At last, CMO’s dominate the news, but it’s the wrong C-Word…

20 Wednesday May 2020

Posted by in Advertising, Branding, Digital marketing, Direct Marketing, Marketing

≈ 7 Comments

Tags

, , , ,

As you well-know dear reader the marketing industry loves its flashy job titles. Though when I first started working in marketing, the most senior roles were Marketing Director, National Marketing Manager, VP Marketing, or a mashup depending upon geography. For example, APAC Regional Marketing Director.

But we’re a funny lot we marketers. We weren’t happy because we believed we weren’t taken seriously at Board level. We took umbrage that very few Board Directors were marketers. Boards generally included finance and general management, HR, but rarely were there any marketing honchos.

So, to alleviate this perceived problem of status, we created a new marketing job title. One that reflected how we saw ourselves – one that elevated us to the C-Suite (wherever that is located). We became Chief Marketing Officers.

With a C-Word title, we had to get a seat on the Board – after all, we were now “Chiefs” just like the CEO, CFO, CIO etc. I declare a hand here. I’ve been a National Marketing Manager, Marketing Director and a Chief Marketing Officer among other titles – all ordained, not designed.

But even with the C-Word title, marketers are still thin on the ground in Boardrooms. So I was surprised recently when I was reviewing the popular media, because right there in headlines around the world were CMO’s.

CMO’s are all over the media…

Everywhere I looked; “The UK CMO says…” or “Deputy CMO states…” How important are CMOs now – they even have a deputy? The acronym CMO appears constantly on the ticker tape across the bottom of news screens – CMO has almost entered the vernacular.

There are now Deputy CMO’s…

But there’s a small problem. In marketing parlance, the CMO being referred to is the wrong C-Word. In the current COVID-Crisis, CMO stands for Chief Medical Officer, not Chief Marketing Officer.

They can even point to charts like Chief Marketing Officers can…

“Holy Handles Batman what will they call themselves now?” I hear you ask. Years of lobbying to be taken seriously and the most senior marketing job title has been usurped by the medical fraternity.

Damn and blast – we’ll have to design a new descriptor for our fabulousness. Something that describes our importance to society and businesses at large. But what will we use?

It needs to reflect the humble nature of our industry, titles like:

  • BCMO – Big Chief Marketing Officer?
  • CML – Chief Marketing Legend?
  • SCMO – Super-Chief Marketing Officer?
  • DDMAO – Data Driven Marketing & Advertising Officer?
  • DDCEDNEMG – Data-Driven Customer Experience Digitally Native Engagement Marketing God?
  • DFM – Damn-Fine Marketer?
  • LCP – Lords of the Coloured Pencils
  • TMB – That Marketing Bloke  (maybe that’s not politically correct).

But what is clear, is we can no longer be called CMO’s. It’s too confusing, as people naturally assume CMO describes a medical title.

This is not unusual for acronyms to create confusion among the executive ranks. I was asked to pitch for a major tourism account and to provide examples of my direct marketing expertise in the category. I presented a direct response TVC for a 5-star resort, direct response press ads and inserts for hotels and destinations, then was promptly asked by the CMO to stop my presentation.

The CMO said he wanted me to present Direct Mail (which I had yet to get to). I explained that mail was but one media in which you conduct direct marketing. His staff asked me to step outside, while they ‘discussed’ the definition of direct marketing with the hapless CMO. I returned to complete my presentation and was eventually awarded the business.

My mate Drayton Bird once got caught up in the acronym problem. He flew from London to NY to talk to Board members about CRM (not sure if a CMO was there). He was stopped 20 minutes into his presentation and asked what the hell he was talking about. He said Customer Relationship Management. They said they wanted a presentation about Cause Related Marketing. Go figure?

This is a weighty topic folks, and given that our very own C-Word now risks getting lost in translation – your suggestions are welcome please…

A simple phone call goes a long way in good and bad times…

14 Thursday May 2020

Posted by in Advertising, Branding, Customer Service, Digital marketing, Direct Marketing, Marketing, Marketing Automation, Sales, small data

≈ 1 Comment

Tags

, , , , , ,

As most of you readers already know, in tough times the marketing rule of thumb is to keep investing in your marketing. Though it’s easier said than done if your business is closed and your customers don’t have jobs.

But that being said – there has never been a better time for real contact, as against digital contact. As I’ve shared previously, there is a heap of COVID-CRAP in our inboxes, most of it is a complete waste of effort and completely ignored.

So I ask you folks, “How many of you have rung your customers recently to have a real conversation?” Just put in a call to check in and see how your customers are and if you can help them – with anything?

If not, may I suggest you consider a phone or video call – sooner rather than later. The reason is simple: if you’re not, your competitors are probably doing so. If you are claiming as you read “I cannot afford to call my customers” – you may want to revise your business model. If you can’t afford to call or mail a letter to your customers, you will lose quite a substantial amount of business – in good and bad times.

Why didn’t you call?

Most SaaS companies lose huge volumes of clients because they never call them – they rely on marketing technology (martech for the buzzword lovers) to deliver their personal communications, immediately de-personalising the experience for their customers.

LinkedIn is guilty as charged. I tried the “Premium” service and after a year of not enjoying any premium service, I didn’t renew. All I got from LinkedIn was email to remind me to pay my renewal. Now, because LinkedIn is not very good at its “small data” I keep getting offers to trial the Premium service.

How hard is it for LinkedIn to pick up the phone and ask why I left them, or to block advertising a service I cancelled, so as not to irritate me? But hey – maybe they don’t understand lifetime value?

Here’s a simple example of the value of talking to your customers:
My elderly father is a member at his local licensed sports club – he no longer competes, but visits for dinner or lunch regularly. He isn’t known, he’s just one of thousands of members. Last week his phone rang – it’s a landline. The club’s welfare officer was checking in to see how my father was doing and if he needed anything. They were checking on all members aged over 70 – a  simple use of small data that made a big impact.

Nobody from the club has ever rung my father in his life. But he thought it was wonderful that the club would consider calling him – he’s told everyone and can’t wait for it to reopen so he can enjoy a meal with a glass or three of wine.

Can’t wait to get back to the club to splurge on a Schnitty…

Imagine what your customers might say if you called them?
Here’s another example – I’ve written about this previously. A major office supplies company in Australia was keen to migrate its customers to online ordering to reduce the call centre workload – and cut some costs. They company mails annual catalogues to customers and research shows the catalogue stays on file until the next edition is mailed. Customers usually order with the catalogue on their desk.

It didn’t take them long to discover a problem with sales. The customers who moved to online ordering were ordering less per order than those who rang the call centre. They weren’t shopping more frequently either. So sales dropped as business moved online.

They company launched a new strategy – before they shipped the online orders, they called the customers (by phone) and advised the order was about to be dispatched, asking if the customer wanted to add anything to the order. Inevitably, using historical order data, the customer service representative up-sold the customer and increased the order value. The company has increased its call centre to accommodate both types of online ordering – telephone and data lines.

And by how much can I increase your order today?

So, if you’re considering migrating your business to online-only because of the pandemic, consider accompanying the service with real people on the telephone if you really want to succeed.

Receptionist is marketing genius
Another former client of mine takes orders by email and website. Each time an order arrives the company receptionist calls the customer to confirm the order. She started doing this because she thought it was good manners – you know, the right thing to do.

I suggested that during the call she agree a delivery date that was later than the earliest her company could deliver. The company now delivers each order before the agreed delivery date. The clients love the service as it exceeds their expectations and there is rarely any dispute over paying on time.

Thank you for your order it will be delivered on…

How $2 helped make $millions
Speaking of paying on time, a very successful cousin of mine sold his business for a premium, partly due to his excellent cash flow and a simple phone call. Geoff (his real name) would ring the accounts payable department of each of his debtors and confirm who was responsible for the processing of his invoices – most were small to medium size companies.

Each month he would mail his invoice in a personally addressed envelope to the accounts payable clerk – complete with a $2 scratch lottery ticket attached. His debtors loved getting his mail – and they paid his invoices ahead, or on time, every month. His cash position added enormous value to his business when he sold it.

Thank you for paying my invoice on time…

So, regardless of whether you are able to sell anything or not to your customers, due to lock-down or delivery issues, make and keep real contact with them. They’ll appreciate your effort and the investment will pay off – either immediately or in the “new-normal”.

It also allows you to gain some knowledge about each customer. Because the old adage still applies:

One thing you know about your customer is worth more than anything you know about your product or service.

That ‘one thing’, gives you a reason for a conversation – and that conversation can turn into business for you.

The other reason you should keep talking with your customers is also very simple:

If your customers don’t make you rich…who will?

Gotta go – the phone’s ringing, I wonder who it is…

FREE Book reveals the COVID Snake-Oil marketing cures are nothing new…

30 Thursday Apr 2020

Posted by in Advertising, BIG DATA, Copywriting, Digital marketing, Marketing, Sales

≈ 2 Comments

Tags

, , , , , ,

I have a Kiwi mate dear reader, Henry Newrick, who decided to put the current lock-down to some good use. Mind you, New Zealand (like Australia) is a good place to be if you’re trying to avoid COVID-19.

Henry is a long time publisher and entrepreneur. He’s worked for more than 50 years in New Zealand, Asia, Europe and the USA, so he’s seen his share of crises.

He has put together a small publication (72 pages) consisting of advertisements, cartoons, comic strips and headlines – all about the Spanish Flu Epidemic of 1918/1919.

For example here’s the ad that probably prompted the Trumpster to recommend disinfectant as a cure for COVID-19:

Maybe we could inject a disinfectant – The Trumpster

Most people think that the Spanish Flu originated in Spain. This was not so and the first recorded case was on March 11, 1918 a long way from Spain. This was exactly 8 months to the day before the end of World War 1 on November 11. Henry provides the details in his book.

Of course in 1918 there were not the communications that we have today, nor the medical facilities to treat the very ill. As a result the final death toll was somewhere between 50-100 million – a figure much greater than all the dead and wounded in the War. The exact numbers killed by the Spanish Flu will never be known.

Today’s snowflakes would not have coped in this quarantine…

The current whinging by seemingly sane adults about the struggles with lock-down makes you wonder about their capacity for work. I’ve seen posts for motivational podcasts, tips for “surviving’ the lock-down, guides for success and a stream of COVID-CRAP – how would today’s snowflake executives have survived the Spanish Flu?

And just as the COVID-CYBER-HUSTLERS have flooded our inboxes with digital snake-oil, so to the Spanish Flu was a great time for the snake-oil salesmen to come out in force with all sorts of treatments to either ward off getting the flu or to cure it if already afflicted.  Here are just a few of the products whose advertisements can be found in Henry’s book.

  • Eat more Onions (one of the best preventatives for influenza)
  • Veno’s Cough Mixture (prevents Spanish Flu deaths!)
  • Jeye’s Fluid (the ideal disinfectant – guards against influenza)
  • Wampole’s Paraformic Lozenges (guard against Spanish Influenza)
  • Eat More Candy, Have less Flu
  • Milton Kills the Influenza Germs
  • Escape the Flu with a New Edison
  • Gin Pills to beat the flu
  • Dr Pierce’s Pleasant Pellets (cleans your mouth, skin and bowels)
  • Foley’s Honey and Tar (spreads warmth)
  • Drink Bovril (liquid life that prevents influenza and colds)
  • Take Cascara Quinine (at the first sign of influenza)

You’ll also recognise that BIG DATA is nothing new – it’s just new to marketers who didn’t use data prior to the internet. Mind you, most cannot get their small data right, let alone the BIG stuff.

BIG DATA showing curve flattening in 1918-19

To get your FREE copy of “Classic Ads, Cartoons, Comics & Headlines – The Spanish Flu” just click on this link.

You don’t fill in any forms, no data is kept by me. But you will notice Henry’s also published the 6 volume set of Classic Ads (www.ClassicAds.org) which runs to more than 3,300 pages. You can buy that from Henry if you like.

And once again I’m reminded of George Santayana, the Spanish Philosopher who is famously quoted as saying:

“Those who do not learn history are doomed to repeat it”

And Henry Newrick proves him right again.

Study your marketing history folks and you’ll be way more successful…

Cut COVID-Capers, focus fully on the fundamentals you must…

29 Wednesday Apr 2020

Posted by in Advertising, Branding, Customer Service, Digital, Digital marketing, Marketing, Sales

≈ 3 Comments

Tags

, , , , , ,

I’m no die-hard Star Wars fan, but was just told that International Star Wars Day is next week, so thought I’d say what Yoda would probably say in this crazy marketing world we are living in.

I’ve been asked to republish a popular article I wrote last year, mainly due to the embarrassing plethora of fake COVID marketing experts pushing their ‘expertise”  since the pandemic started. So many people are complaining about these bandwagon-jumpers.

Ever since we were placed in lock down we’ve been inundated with COVID-CRAP by ‘experts’ espousing the miracles required for marketing in a Corona virus world. In some cases in markets where people have no income and the retails stores are closed and do not provide online services, so commercial activity has stopped.

Yes, the world has temporarily changed, but if you stick to the fundamentals of marketing and do them well – which many marketers don’t do in the good times – you’ll get through this difficult time.

You might have to reconsider how you deliver or configure your product or service, or even create new products – as I explained last week. Even better, why not review all your marketing activity and start to plan for the inevitable reopening of society.

Regardless, just remember these simple rules of thumb and you’ll do OK:

The three goals of your marketing communications – and there are only three…

  • Acquire new customers
  • Get customers to spend more money with you more often
  • Get customers to keep spending with you for as long as possible.

If your marketing communications are not helping you achieve one or more of these goals, you’re probably wasting your money, regardless of the media channels or vanity metrics you use.

The two ways of marketing – and there are only two…

  • Mass marketing
  • Direct marketing

Mass Marketing – you communicate with as many consumers* as possible for the lowest media cost, to position your brand in the mind of the consumer, so they consider it when they are in the market to buy – online or offline. Generally used in broadcast, print, outdoor and some online channels. Messages are aimed at generating either a think, feel or do response.

Direct Marketing – any marketing communication delivered directly to individual consumers* or to which they respond directly to you. All responses are measured and there is always an exchange of either data or dollars – online or offline. Generally used in broadcast, mail, email, telephone, print, events, social, search, mobile and online channels. For example, give me your email address (data) and I’ll give you a newsletter, or give me your credit card details (dollars) and I’ll sell you some wine.

*Consumers is generic for both prospects and customers

The two reasons people use the internet – and there are only two…

  • To save time
  • To waste time

That’s it. You need to design your website, landing page, email, social channels, apps etc to make it easy for your customers and prospects to either save time, or to waste time, depending upon their reason for visiting.

Saving or wasting time?

There’s no such thing as a customer journey – just two contact strategies…

People don’t go on customer journeys. This is a marketing buzzword designed to make the user sound sophisticated – it’s complete bollocks. There are only two contact strategies to use, and they’re linked to the most relevant touch-points. After all, a prospect isn’t a customer until they buy something:

  • Prospect contact strategy – to generate new customers
  • Customer contact strategy – to keep profitable customers and generate referrals

Marketers determine the most appropriate touch-points to reach prospects and customers, then communicate as necessary in the most effective channels for those touch-points. These touch-points can be mapped for easier visual interpretation. This mapping is why folks mistakenly call it a journey. Map-journey, get it?

For example, a prospect may identify themselves by responding to an advertisement by telephone, downloading a white paper from a website, or at a trade show. This is the beginning of the prospect contact strategy designed to get them to either request a presentation (if required), to trial the product/service, or to buy. This can involve lots of channels, some of which can be automated.

Once the prospect becomes a customer, they join the customer contact strategy. This involves communicating with personal messages designed to create a positive customer experience, encourage loyalty, obtain referrals and generate further sales.

The customer contact strategy can also be divided into two separate executions. One execution is linked to the date the product or service is bought and includes messaging around warranty, service, renewal, upgrade and the like.

The other execution is linked to time of year and includes messaging such as monthly newsletter, seasonal offers, event invitations and more.

Obviously, the customer contact strategy uses more personal media channels including; face-to-face meetings, mail, telephone, email and social channels. And all the while, there is the 24/7 continual flow of marketing content on blogs, websites and social channels, as well as advertising.

People DON’T go on customer journeys…

The numbers that matter when budgeting…

There are a few key numbers to understand when budgeting your marketing activity:

  • Lifetime value – how much revenue you customer is worth over their lifetime of buying from you
  • Cost per lead – how much you can afford to spend to generate a qualified lead
  • Cost per sale – how much you can afford to spend to generate a sale
  • The advertising allowable – what you can afford to spend to generate a sale at either break-even or a pre-determined profit percentage

When you know how much a customer is worth, you can determine how much to spend to generate a qualified lead and therefore how much you can afford to spend to get a sale – based on conversion rates. This helps you determine the most appropriate media channels to use, as they are defined by your advertising allowable.

Remember:

Marketing creates the need, while sales fulfills the need…

Your marketing activity helps to create the need for your brand by building desire for it and reinforcing your decision after you’ve bought. Your sales people use selling techniques to fulfill the need and complete the sale.

Your direct marketing activity can both create and fulfill your prospect’s needs in a single execution. It also integrates your marketing and sales teams to ensure they both work together successfully.

So now you know, what you need to know, about you know, that thing that everyone thinks they know – marketing…even in a pandemic…