Archive

Posts Tagged ‘social media’

What marketers can learn from The Onion: Interview with founding editor Scott Dikkers

September 28th, 2016

Change. Is. Scary.

There was a time, not very long ago, when marketers were the only ones that had the resources to get the message out about products. And they did it through print, TV, and radio ads.

And because of this one-sided power, advertisers would pretty much just say whatever ridiculous bunk they could come up with to sell their product. Like this ad from 1931, in which a “doctor” shills for cigarettes.

According to the Stanford School of Medicine, “The doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician wise, noble, and caring.”

Not surprisingly, customers became skeptical over time. And marketers’ jobs got harder. But that was nothing compared to what was about to happen.

dikkers interview blog pic

The digital revolution

In the year 2000, 50% of adult Americans were using the Internet, according to Pew Research Center. By 2013, that number hit 86%.

With the advent of the web, more and more customers were given an outlet to express their opinions about products and services. This exploded further with social media. No longer did marketers and brands have the market cornered on communication about products and services.

This was a massive change that made marketers’ jobs exponentially harder. Sure, there was the splintering of media. But the real challenge lied in the change in brand voices. The Internet created the most skeptical generation yet. If marketers could no longer get away with ridiculous boasts, what should their voice be to customers? How could they convince and connect with customers in the age of the Internet?

Read more…

Millennials something Snapchat something something

September 22nd, 2016

Skeptical Millennials (defined as ages 18-34) are a notoriously hard-to-reach demographic for marketers. But a new social media outlet can help – Snapchat.

Millenials-Selfie

For experienced marketers unfamiliar with Snapchat, it’s like direct mail, in that you can send messages to potential customers with images. But it’s like weird direct mail that disappears after 24 hours. Because it was sent by a magician or something? No one knows for sure.

But we do know that means you should send heaps of snaps to your customers when you chat. Send snaps constantly and without pause, so they can never escape your product. Just keep ruthlessly going after customers like your company is the shark in Jaws.

Spoiler alert: you’re gonna need a bigger budget.

Just kidding.

scott-dikkers-colorAt MarketingSherpa Summit 2017 in Las Vegas, one of the featured speakers will be Scott Dikkers, co-founder and former owner and editor-in-chief of the notorious news satire publication, The Onion. Which got us thinking … what would MarketingSherpa look like if it were written by the editors of The Onion?

So I got together with one of my Summit co-hosts, Pamela Jesseau, Director of Marketing, MECLABS Institute, and we had a lot of fun coming up with the headlines at the bottom of this blog post that really, really should run on MarketingSherpa … but of course never will.

It’s an interesting exercise. Comedy, and satire specifically, is the perfect vehicle for constructive criticism. It’s funny because there is an element of truth to it. And the process of identifying the satire helps draw attention to areas (of society in general, or in our case, marketing) that can be improved.

It’s important to step outside of our industry and discover how customers see it. MarketingSherpa’s mission is to share inspirational stories of customer-first marketing. We’ve learned that sustainable success comes from putting the customer first – that means thinking like they do, even if it means poking fun at ourselves.

Read more…

Gotta Catch ‘Em All: How to get new customers from the Pokémon GO phenomenon

July 15th, 2016

Marketers can learn a lot from Pokémon GO, and it call comes down to one mantra: Gotta catch ‘em all.

Except in our case, we’re talking about our customers. While not everyone can create a social phenomenon out of their product, you can definitely capitalize on one to pique your customer’s interests and stay top of mind.

Pokémon GO, which is an augmented-reality smartphone game that has players exploring the real world to find virtual Pokémon, is currently rivaling Twitter when it comes to daily active users. This means you can’t afford to just ignore it. Especially if you plan on reaching out to millennials.

Let’s review how some businesses have capitalized on the Pokémon GO phenomenon of the past week.

 

It doesn’t have to be external

MECLABS Institute, the parent company of MarketingSherpa, is sponsoring its own Pokémon GO contest, with the employee who captures the most interesting picture of a Pokémon winning dinner for two.

PokemonGo MECLABS

Many companies have noticed their employees wandering around the company campus, phone in hand, chasing elusive Pokémon. And they’ve capitalized on the fun by working with something their employees were already doing.

Instead of employees trying to sneak around hiding their obsession, why not turn it into a company activity?

Read more…

How Integrating Customer Service and Marketing Can Build Successful Consumer Marketing

June 7th, 2016

This week, the MarketingSherpa team is running the official Media Center at the world’s largest ecommerce event – IRCE 2016. We’re interviewing speakers, industry experts and brand-side marketers to bring back ecommerce lessons for you. To get notification when this year’s interviews will be available visit our IRCE 2016 Media Page. Until the videos are up, here’s an interview from last year’s event. 

When you go to a restaurant and your customer experience before the meal arrives is terrible, you’ll most likely refer to that restaurant as being terrible, even if the meal was amazing. Customer service has the power of leaving a bad taste in your mouth.

Customer service and marketing now work together more than ever. At the MarketingSherpa Media Center at IRCE 2015, Courtney Eckerle, Managing Editor, MarketingSherpa, interviewed Katie Laird, Director of Social Marketing, Blinds.com, on how her team was making amazing strides with their customer experience.

Here are a few components to transforming customer service feedback internally to build success in your company.

Read more…

How to Build a Brand that Customers Passionately Love

May 6th, 2016

Every Friday leading up to June 7, when IRCE begins in Chicago, MarketingSherpa will be diving into the lessons learned from last year’s Media Center interviews with speakers and attendees, such as Eoin Comerford, CEO, Moosejaw. He and I spoke last year about taking risks in campaigns in order to reap the rewards of customer loyalty.

 

“What it comes down to is, do you want a brand that people will care about? If you try to be all things to all people, you’re really nothing to nobody,” he said.

Read more…

Customer Testimonials: 3 ways to leverage your customers to help tell your product’s story

April 28th, 2016

U.S. media ad spending will hit $200 billion in 2016, according to eMarketer. And yet, when we asked 2,021 customers how they discover new products, advertising was the fifth most popular response with offline and online advertising tied for fifth with 27% of responses.

“In-store browsing” was the most popular (59%), and the focus of today’s MarketingSherpa Blog post — “word of mouth from friends, family, colleagues” — was a close second at 57%.

However, when we asked marketers how they actually helped customers learn about products, there was a bit of a disconnect from customer preferences. Online advertising was the most frequently used tactic (60%), while “encouraging word of mouth” was only the fifth most popular tactic (chosen by 45% of marketers).

 

How can you increase word of mouth for your products and services?

Be awesome.

This will generate organic referrals at the highest rate.

But a deeper question is more applicable to marketers — how can you leverage word of mouth in your marketing to increase conversion?

Here are three ideas for your campaigns.

 

Idea #1. Help, not hype

“My experience with Summit has just been seamless. I got the opportunity to submit some different proud moments for marketing and my team’s successes. And then having the opportunity to be selected and the opportunity to be with such a prestigious organization was very flattering. Then I was very, very prepared every step of the way. I had a dedicated team that was sending me updates, giving me clear deadlines, supporting me along the way — just made it incredibly professional and certainly best in class.”

That quote is from Cambria Jacobs, Vice President of Marketing and Customer Service, Door to Door Organics, from a video promoting the MarketingSherpa Summit 2017 Call for Speakers.

Now, we didn’t need to have Cambria in the video. I could have told you how amazing it is to be a speaker at MarketingSherpa Summit 2017 at the Aria Resort in Las Vegas. How you’ll have your name up in lights. You will be fawned over by an adoring crowd of marketers. And, most importantly, you may even get the distinct honor and privilege of working directly with me for several months — a once-in-a-lifetime opportunity that you will never forget — as I help you shape your story before we discuss it on stage.

Read more…

Social Media Marketing: Online organic retailer grows following 600% in 18 months

April 8th, 2016

“Your brand is not what you say it is, but what your customers say it is.”

Or so goes the old advertising maxim.

If we were to update that to modern times, we might add, “And you can discover what they’re saying about your brand on social media.”

When Cambria Jacobs, Vice President of Marketing, Door to Door Organics, sat down for an interview at MarketingSherpa Summit 2016 with Courtney Eckerle, Managing Editor, MarketingSherpa, she shared that old advertising maxim along with her team’s journey on social media — from a customer service channel to a unified, proactive, brand-building strategy.

 

Here are four key lessons from Cambria’s interview …

Read more…

How One Small Template Change Led to Greater Customer-centric Content for WeddingWire

April 1st, 2016

Most email marketers know they’re supposed to throw the social sharing buttons into their email templates.

… or do you?

“When we first started doing that, that made sense and that was the best practice when social media first came around. But we never looked back at it and did a reality check to see if that still made sense,” said Bart Thornburg, Senior Manager of Email Marketing, WeddingWire.

In his MarketingSherpa Summit 2016 Media Center interview, Bart talked about how WeddingWire checked that portion of the template to see if it was really a best practice for them.

Read more…

Social Media Marketing: How the Boston Celtics’ social strategy adapts to evolving platforms

January 22nd, 2016

“Your strategy has to be evolving. As the platforms continue to evolve, you have to evolve,” Peter Stringer, Vice President of Digital Media, Boston Celtics, said at the MarketingSherpa Media Center at DMA’s &THEN 2015.

As new social media platforms emerge and others change their algorithms, digital marketers must be nimble in their strategies. However, even in the midst of new social platforms, you still have to focus on fans.

“You really can’t have a great strategy until you start using the platform and try to understand how your fans expect to use it. Realistically, if you’re using [it] in a way that doesn’t match up with the way people actually use this platform in the wild, it’s not going to work,” he said.

Watch the interview to learn how Peter and the Boston Celtics have evolved to meet the needs of fans on social media platforms.

 

How an impromptu change in the approach to Facebook video led to a major shift in strategy

Peter discussed the responsibility that is on marketers to figure out if changes in how platforms work mean a change in strategy is in order. He provided an example around Facebook video and the viral trend for taking the Ice Bucket Challenge.

Read more…

Last Minute Tips to Engage Customers Through the Holidays

December 22nd, 2015

Every year, the holidays have a way of sneaking up on us.

Just like there will be a mad rush at the mall on December 24, there are probably some marketers out there who are trying to think of some last minute ways to connect with customers during such a congested season.

Social media and other content is the best way to get some last minute and creative engagement with your customers. In the spirit of giving, here are three tips that could spread some goodwill between customer and brand.

 

Tip #1. Every interaction is an opportunity …

… even if it’s a complaint. At this time of year, people are stressed, busy and more likely to complain about your service than compliment it.

Even if it is something silly, like the complaint Reese’s faced at the beginning of December with customers voicing concern that their Reese’s peanut butter cups didn’t look much like Christmas trees. The backlash was titled “tree shaming” and gained the hashtag #Reesesfail.

#ReesesFail

 

Read more…