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Posts Tagged ‘video’

Rapid-Fire Results: Get quick ideas for improving your customer-first marketing

July 27th, 2017
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The focus at MarketingSherpa Summit 2017 was inspirational stories of customer-first marketing, and so we mostly shared in person, live versions of the in-depth case studies we report on from your peers.

However, previous attendees have told us that they also want quick ideas for improving their customer-first marketing.

So in this quick-hitting session, my Summit co-host, Pamela Jesseau, and I shared ideas for improving your marketing from industry experts, your marketing peers and MarketingSherpa Award entrants who had outstanding ideas.

Sit back and watch the entire 30-minute video to get several different ideas. Or, if you’d like to jump ahead to a specific topic in a specific section, our copy editor, Linda Johnson, put together these timestamp links for you.

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‘Twas the Night Before Sending: How Ebates created a compelling holiday email send in one day

November 11th, 2016
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As marketers become fully entrenched in the hectic holiday season, it’s easy to just keep to the schedule while letting customer engagement opportunities pass by.

Derek Kazee, Director of Retention Marketing, Ebates, and I spoke about this issue in the Media Center at MarketingSherpa Summit 2016 about how his team overcame the biggest holiday season obstacle cutting through the noise.

By reacting quickly after some holiday inspiration, Derek and his team quickly mobilized to engage with members about current and upcoming promotions in a fun and informative way.

“I got an idea to do something different, which was actually to remind and to preview all of the promos we were going to launch because I was having trouble keeping track of it myself,” he said.

Derek came into the office with that idea and challenged his team to come up with something that would be informative, non-promotional and engaging at the same time. As a result, one of the copy writers rewrote “’Twas the Night Before Christmas,” and it was designed in just one day.

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How a B2B Tech Company generated 650% ROI with a Retro-Cool direct mail campaign

August 12th, 2016
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“We have a pretty small market at Intronis, it’s manage service providers, mainly in North America,” said Richard Delahaye, Senior Director of Marketing, Intronis in his interview at the MarketingSherpa Media Center at Summit 2016.

He explained that the sales staff wasn’t able to get many conversations going from that group with traditional methods like phone calls and emails. They needed something special to differentiate them from all the other phone calls and emails their prospects were likely getting.

Inspiration came from an old school method: a direct mail campaign.

Delahaye and his team were told to think big, but also keep the customer in mind. So after one idea – which unsurprisingly never came to fruition – to give a car away with every purchase was vetoed, he decided to look for a tech gadget that would especially appeal to their customer base.

“I landed on possibly the oldest, but maybe the greatest tech gadget of all time. Which is, you can now get an Atari game console for about 30 bucks, so that became the core piece of the campaign,” he said.

Customers would receive a box with the Atari, with a note on top that encourages them to “open up for some office fun, courtesy of Intronis … unfortunately, not all technology is this retro-cool. You need to upgrade your cloud service storage.”

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

April 8th, 2016
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“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 …

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How Dunkin’ Donuts Increased Mobile Engagement Through Customer Relationships

November 24th, 2015
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“I think that mobile is one of the most profound changes we’ve seen in marketing in years,” John Costello, Global Marketing & Innovation, Dunkin’ Brands, Inc, said when I sat down with him in the MarketingSherpa Media Center at DMA’s event &THEN.

‘America Runs on Dunkin’ is more than just a slogan, he said. It really infiltrates every aspect of the brand to customer relationship.

“Because of that, mobile is absolutely perfect for us,” he said, adding that, “mobile has really evolved from a small phone to a smart phone to a hand-help computer, to really, the remote control for your life.”

With mobile’s transition to becoming an essential part of consumers’ lives, Dunkin’ decided to put mobile front and center in its marketing strategies.

That decision goes back to being customer-focused, John said.

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Ecommerce Investment Advice: How marketers can make their companies more valuable

March 3rd, 2015
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We don’t often think of business investors as marketing experts.

However, great marketing is grounded in a great value proposition. If anyone is good at finding a value proposition, it’s a (smart) potential buyer of a business. Great investors have a way of cutting through all the hype and finding the true value (or lack thereof) in a company.

It stands to reason, then, that a great investor would be a stellar resource to tap for your marketing efforts.

Enter Abe Garver, Managing Director, BG Strategic Advisors. Abe attended IRCE last year and was able to talk to former MarketingSherpa reporter Allison Banko about how ecommerce marketers can develop an acquisition mindset and help grow their business, whether they plan to sell or not.

In this interview he covers:

  • How you value an ecommerce company
  • The four keys to making your ecommerce company more investor friendly (and as a result, customer friendly)
  • Why ecommerce companies aren’t really getting it right, and who really is

 

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Inbound Marketing: How Infochimps grew its database 94% in one year

Global Ecommerce: The $1.2 trillion opportunity outside North America

January 16th, 2015
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According to eMarketer, a marketing research company, ecommerce sales are expected to hit $1.771 trillion this year — with $1.233 trillion of those sales coming from outside North America.

Keeping this figure in mind, I sat down with Don Davis, Editor-in-Chief, Internet Retailer, after his trip to Shanghai to get some tips and advice for you as you expand your ecommerce business internationally:

 

We talked about the similarities and differences to the U.S. market, challenges of fulfillment and the important of trust to the Chinese consumer.

For example, when discussing trust, Don said, “Ratings and reviews are really important in China, because there are still a lot of fakes.”

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3 Steps for Crafting a Crowdfunding Pitch (and Improve Your Marketing)

December 2nd, 2014
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The hardest part of getting any endeavor off the ground is to secure funding. Traditionally, in order to gain enough funding for a project, entrepreneurs had to go to banks or find funding through willing investors.

Today, entrepreneurs can achieve funding through a variety of ways including friends and family, angel investors or venture capitalists, but none of them are as interesting as the crowdfunding phenomenon that has surged into legitimacy in the past decade.

Crowdfunding might be an activity for startup companies raising funds, but marketers can learn a lot from the crowdfunding process, from the importance of the pitch to creating effective video marketing content – in this case, the startups are marketing themselves to potential investors.

 

How does crowdfunding work?

In crowdfunding, the entrepreneur solicits donations from the public either in person at events like Jacksonville’s One Spark Festival, or by using a variety of online websites like Kickstarter or Indiegogo.

Crowdfunding is unique because it allows the entrepreneur to pitch their product while simultaneously perform a focus group dedicated to their product with very little risk. The more people who invest in a campaign, the higher the interest there will be in the final product.

There has been a lot written about crowdfunding campaigns. You can find, in my opinion, one of the best blogs written by Tim Ferriss of The Four-Hour Work Week fame on how to raise $100,000 in 10 days.

My focus in this blog will be to explain how to craft the most important part of a crowdfunding campaign: the pitch.

 

Pitching a crowdfunding project

The pitch is generally a 3-5 minute video explaining to your potential investors who you are, what you are trying to accomplish, how much money it would take to reach your goal, why you need that specific amount, and what’s in it for them.

Depending on your budget, your video could be professionally made or shot with a simple camera phone. What matters most is your content:

“The strength of your video pitch often determines how likely you are to meet your crowdfunding goal.”

The Bank to the Future

 

The pitch can be broken down into three sections: The hook, the core and the bribe.

 

Step #1. The hook

According to the Bank to the Future’s useful video on crafting a pitch, the first 8-16 seconds of your video should be used to capture your potential investor’s interest.

In those seconds, it’s important to introduce them to the purpose of your video and to tell them visually or verbally what they are going to get out of watching it. If you have a prototype, show it in action. If you don’t, state your value proposition.

To craft your value proposition, ask yourself the following question; “If I am your ideal investor, why should I help you reach your crowdfunding goal?”

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Content Marketing: A process for evaluating content channels

January 4th, 2013
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“Should we have a blog? What about YouTube videos? Pinterest? Instagram?”

When engaging in content marketing, the question of “where?” always comes up. If you’re just getting started, you want to know on which channels you should focus your content.

If you’re already deeply engaged in content marketing, you likely want to reevaluate the channels you’ve been using at regular intervals as shiny new channels emerge and old channels diminish. (Social networks, like old soldiers, never die; they just fade away.)

To that end, here is a process for evaluating content channels. I’d love to hear your input, as well.

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Social Media Marketing: YoCrunch boosts average Facebook post interaction 821% (plus two more case studies)

September 27th, 2012
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The Social Media Club of Dallas monthly meetings always feature a presentation on social media for attendees, and earlier this year, I had the chance to take in SMC Dallas’ case study “showcase.”

This event offered up a number of quick-hit social media case studies from a variety of marketers and agencies, and I wanted to provide MarketingSherpa blog readers with a sample of several of these presentations.

 

Local pizza chain increases ROI more than 300% with charitable effort

Background:  I Fratelli, a restaurant local pizza chain with nine locations, was preparing for its 25th anniversary. Its brand identity included charitable outreach.

Marketing Opportunity: Understand that local organizations and charities are always in need of fundraising dollars.

Strategy: Create a local social and viral community fundraiser.

Jeff Schick, Director of Integrated Digital Strategy, Online Performance Marketing, said the objective of the effort was to emotionally connect with consumers so they would feel like part of the solution in i Fratelli’s charitable fundraising marketing campaign.

The campaign consisted of five steps:

  1. Create a name/identity for the effort – in this case, “Pizza DoughNation.”
  1. Get fans excited by allowing them to nominate their favorite charities.
  1. Take an “it takes a village” approach, and leverage the networks of fans, charities and organization to spread the word. Seed code words across social media, and have consumers mention these code words during pizza orders.
  1. Measure the effort by tracking code words.
  1. Give proceeds to the charities. These check presentations were seeded on owned media, but then drove earned media.

The campaign itself used three main outlets: the website and blog, Twitter and Facebook.

The blog was branded as “The Sauce,” and offered a program overview, nomination form, best practices and tips, and past results for viewing.

Twitter was used for geotargeted and contextual conversations on pizza occasions, and content was regularly pushed out timed for lunch and dinner.  Tweets were cross-promoted to both the blog and Facebook. And, influencers were identified to propel the program’s success.

Facebook documented and housed the brand’s “giving back” strategy, and was used to develop relationships with local, regional and national chapters of charities. Also, the Facebook EdgeRank Algorithm was used to focus on an “aggressive news feed optimization strategy.”

Results

  • 3,000 unique blog visits for nominations: 86% leads driven by social media, 14% direct URL entry
  • Increased Facebook impressions over from 40,000 to 125,000 per month
  • Increased retweet rate (generosity) on Twitter from 0 to 19.4%
  • Drove ROI in the form of increased sales, ranging from 304% to 381% over first four months of program
  • Impacted 32 local charities

Key learnings and takeaways

  • Social media results are not just for big brands. SMB brands can leverage social media for attitudinal, behavioral and financial objectives.
  • Get the product, service and experience right first.
  • Get cross-functional teams involved — that way they begin to place a higher value on social media.
  • Don’t be afraid to ask fans and followers for help. Engage with the social media audience.

About the effort, Jeff said, “It wasn’t necessarily a challenge, versus an opportunity. The i Fratelli brand is known for being a part of and giving back to the Dallas-Fort Worth community for the past 25 years. The opportunity was uncovering an idea that leveraged social media to make a greater impact. Historically, the community-giving initiatives were led and funded by i Fratelli alone. By creating the Pizza DoughNation program, fans could take part in and join in on the giving back efforts.”

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