Wednesday, October 24, 2012

Getting Back to Marketing Basics, They Worked Before the Internet and They Currently Work Online

Over 18 years of working with a number of different clients on their online marketing,some don't know where their brand or company is positioned in the Internet marketplace.  In turn, if your team doesn't have clarity around your position in the market, your consumers won't either.

It's important, as part of your planning and online strategy process, to have a positioning statement written.  It helps you and your team members stay true to your vision of the product while providing a clear identity.  (It also helps as an elevator speech when someone asks what your product does?)

The mechanics of writing a online positioning statement are easy (the challenge of creating meaningful content falls on your shoulders).  What I do is create a spreadsheet with seven columns (for the below seven items).  This formula is defined by Geoffrey Moore in his respected book Crossing the Chasm.  (Copyright 1991, Harper Collins Publishers)  These elements will make an effective positioning statement.

1.  For:  Enter who the target customer is
2.  Who:  Enter a statement of the need for the product or opportunity
3.  The:  Enter your product name
4.  Is a: Enter the product category
5.  That:  Enter the key benefits or compelling reasons to buy
6.  Unlike: Enter the competitive alternative
7.  Our product:  Enter a statement of what differentiates your product from the competition    

Now combine the above elements into a paragraph and you have an excellent online positioning statement for your product or brand.

Now go sell something!

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Friday, July 13, 2012

Best Buy, What's the Problem?

Best Buy is making news recently, and it's not in a good way.  Executives resigning, stores closing and entire websites devoted to why Best Buy "sucks."  There many theories why Best Buy is following the Circuit City path to extinction, but could it be as simple as customer experience?

Many retailers are worried about competition from online marketing companies who use low internet prices to close the deal with shoppers who have browsed their sales floors.  It's a valid concern, but remember when the consumers are in your store it's a huge opportunity the online merchant doesn't have.  You can WOW the consumer and yes, SELL to them!  In my opinion customer experience plays a huge role in Best Buy's current troubles (Google Best Buy sucks).  Check out the recent blog at ClickBear, Best Buy, What's the Real Problem.


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Tuesday, June 19, 2012

Monday, June 18, 2012

Looking for the perfect site dashboard?

Ever struggled trying to find the perfect format to share your company website performance with Senior Management or clients?  This might be the answer (or not), check it out at interactive ad agency ClickBear.

Tuesday, May 29, 2012

What's Really Wrong With Facebook Stock and Their IPO?

by Rick McNeely
     First of all, I love Facebook! Like many people, I've been able to reconnect with some old friends while seeing what other friends are up to. I visit Facebook everyday, but does that make Facebook a good investment?


Time will tell if investors were able to share in the social media phenomenon and I'm the last person you'd want to take investment advice from (my investment history could best be described as undisciplined). As a younger man I thought if one was investing wouldn't it be smart to learn from the best? Considering his 13 year career with Fidelity Magellan and an average annual return of 29.2%, I'd say Peter Lynch would arguably be one of the best. Two rules I remember from Lynch's books were:
Invest in what you know - The thought here being, if you are an educated customer of the company you may have insights that keep you ahead of Wall Street.
Be able to explain the stock you're buying -  Before you purchase a stock be able to state aloud how the firm generates revenue.  See rule number one, you should know what you're investing your money in.

So what do we know about Facebook?

You get to: See other people's vacation and holiday photos - I remember being a kid and the pain of having to politely watch other families or relatives vacation slide shows. Now you can look at complete strangers vacations and family photos.  
You get to:  Hear about what friends are eating, illnesses, bad luck and thankfully joys.
You get to:  Become familiar with people you know (and their friend's) political views.  What could possibly go wrong?
You get to:  Display your support of various worthy causes by passing on images and statements about said worthy causes.  Please pass on a link to my blog if you support bald-headed, aging men.
You get to:  Say "Happy Birthday" by exerting the absolute minimum energy.  I like this as I think I freak out people whom I haven't seen since 3rd grade by wishing them a Happy Birthday at 12:01am.  (I'm watching you Mary)

Best yet, you get to comment or "like" each of the above posted on Facebook.

How does Facebook make money?

I think this is the most challenging question to the general public (that would be most people flocking to the IPO when it was over $39 per share). In summary, most people don't have a clue what makes the cash register ring at Facebook. When you tell them online advertising generates most of the revenue, they'll have a better idea. The ads are on the right hand side of the page, “you know the part of the page you never look at or click on.”

All in all, sounds like a good investment to me.

Monday, May 21, 2012

Helping Your Business on the Web for FREE! Marketing Tip #1

by Rick McNeely
Marketing Heretic Marketing Tips
Here's a marketing secret, do not let your Google Places Page be a flop! 



Ever search for a business on Google? Sure you have! In fact, according to Google, 97% of consumers search for local businesses online. Just like the majority of consumers in your town, when they search for a product or service they do it on Google. It is there, in the local search page results that a hidden jewel lies. It's obviously hidden because many businesses are not taking advantage of this free bit of valuable marketing.

Try it yourself and search for a flower shop (or any local business)on Google. Across the top and right- hand side of the page you will see sponsored ads (national and local businesses are paying for these ads), and just below you'll see local results. Click on “Google review” or “Places Page” to see what customers are saying and how some businesses are making the most out of these listings. Your Places Page shows your business name, address and phone number along with consumer reviews. Best yet, these listings are free! So why are many businesses not using them while others are providing consumers with images, videos and sale offers? That's a good question!

These are easy to set up and very valuable. To find out more about setting your page up as well as a list of FAQs, click here!  Or, if you'd like us to set your page up for you drop the Marketing Heretic an email.We can help you gather reviews from from your customer as well as keep your page updated with images, video and other content.  Google Places and local search advertising on Google is a valuable component of your marketing strategy and it's free!

Stand by for our next Marketing Tip to see how you can use your Places Page to launch an affordable turnkey pay per click advertising program using Adwords Express from Google.

Sunday, May 13, 2012

JC Penney's Rebranding Efforts- Hit or Miss?

by Rick McNeely
So what do you think of the new JC Penney's, or should I say JCP? There are many opinions creating buzz for the company. From the choice of signing comedian Ellen DeGeneres as a brand partner (I love it), a new logo to "everyday low prices" (well sort of), JC Penney is now JCP.

First of all, it's easy to criticize the efforts and there are a lot of skeptics saying that the move was a mistake, but let's look at the positive.  JC Penney has put together a great integrated campaign combining television, a heavy dose of direct mail and a nice looking online monthly brochure.  New Penney's CEO Ron Johnson (from Apple) has brought in a host of new partner ad agencies and a new pricing position geared at positioning the new JC Penney apart from its competition.  It was a much needed task to  breath life back into the dusty brand.

As I said, it was a needed change, but can the brand be saved?  It's great to change the mark, message and pricing, but is the brand delivering anything new or unique to the consumer on the Penney's sales floor?  After watching JC Penney through the Mother's Day season, it doesn't look like they are offering any new punch in the stores.  In other words, the consumer finds the same merchandise at Kohls, only priced in a more confusing manner.  I like the idea of "Everyday Low Pricing," and it's worked in the grocery industry, but can this pricing model be brought successfully to JC Penney's?

JC Penney's new "fair and square" pricing strategy is built around the premise that the consumer knows the fair price and if JCP prices its goods everyday at the fair price, she will buy.  Again, assuming the Penney's consumer only wants a fair price without the hassle of promotion (see the television ad below).  This is where I think the new positioning falls apart.  For example, JC Penney's offers similar or the same merchandise as many items at Kohls.  Kohl's runs an incredible number of promotions, coupons and gimmicks.  So here's Penney's bet, the consumer will run from Kohl's to Penney's for fair pricing and no shouting promotions.  However, the reality could very well be she doesn't want a fair price (and she is well aware Kohl's everyday prices are inflated), she wants a smoking hot, crazy deal.  She knows the fair price, but doesn't want to pay it.  She want's a deal.  (See blogger Lily's comments from 3/28/2012, below)

"Everybody knows regular prices are inflated; we didn't need JCP to tell us that!  This is why we don't buy anything unless it is on sale.  The problem with JCP's new pricing plan is that intelligent consumers realize the new "fair and square" prices are STILL inflated!  I can go to Kohls and buy a similar item on sale with a coupon for less than I can buy it a JC Penny."   Lily, blogger
                                                                                     

Time will tell if the new strategy works or if JC Penney's seriously missed their shoppers true motivations.  


   


Thursday, April 19, 2012

Retargeting and Remarketing, Giving Your Online Advertising a Kick

by Rick McNeely
If you are an online marketer you are always looking for ways to improve your return on investment while creating more efficient online ad campaigns.  You also may have seen programs offered that share a secret method to improve your campaign performance and put more profits in your pocket.  Well, here's an early Christmas gift to you at no charge!  Let's pull back the curtain on one such “method” and look at a way to improve your campaign performance through retargeting (or remarketing) and Google Adwords.

As online consumers, many of us have experienced retargeting first hand (you have probably also heard about in discussions regarding online privacy).  For example, you are in the market for a new television set and visit some websites to browse the latest and greatest selections of televisions.  Sure enough, as you continue to surf the web for news, sports or whatever, you now see many ads from the television sites you visited.  In short, this is retargeting.  The online business presumes you are interested in their products (since you visited their site), and by setting a cookie on your browser they are able to share advertisements with you whenever you visit a site on a specific ad network.

Obviously there are some benefits to you as an advertiser by targeting your message to an audience that has previously browsed your content.   You should see greater conversions as well as improving your brand awareness.  It's easy to do with your Adwords account and the below video gives a great overview of how to execute (thanks The Hidden Audience).



Thursday, February 23, 2012

Celebrity Death is Big Business. R.I.P. Whitney, Michael and Elvis

by Rick McNeely
It's no secret, the death of a star is big business. Be it an estate, advertising network, broadcast show or social network, the death of a Whitney, Michael or Elvis presents a huge opportunity. We have all seen the annual revenue generated by estates of entertainment icons that have passed too soon and heard the speculation of some stars being “worth more dead than alive.” So what are some of the immediate interactive opportunities of an icon's death?

The Tip of the Iceberg

Hours after Whitney Houston dies, Sony increases the price of The Ultimate Collection and Greatest Hits on the U.K. iTunes site. Social media heats up and Sony reverses the price increase. (Business Opportunity: Increased media price and higher revenues)

Days after Whitney Houston's death, HLN host Nancy Grace speculates as to a Whitney murder causing public outcry and media debate. (Business Opportunity: Controversy increasing media impressions, increased ratings and greater advertising revenue)

Social Media ignites after a celebrity death. Condolence tweets, Facebook postings and blog postings give the public unprecedented opportunity to express themselves and share in community conversation in the wake of a celebrity death. (Business Opportunity: Increased social network activity generates greater ad impressions and revenues for both the network and the advertiser)

Is it right or wrong, or just the “American way?” To quote Edgar A. Shoaff, “Advertising is the art of making whole lies out of half truths.”


Wednesday, February 22, 2012

Top Four Items to Measure on Your Website

Check out my latest article "What to Measure on My Website"  at Ezine Articles.

It reviews my top four matrices to website success!

Monday, February 6, 2012

Is Your Business Ready for Social Media?

by Rick McNeely
Check out my latest article on Ezine Articles, Is Your Business Ready for Social Media? When Social Media Goes Bad.  You'll find what your company need to do before making the leap into social media as well as a quick look at McDonald's latest Twitter disaster and Susan G. Komen versus Planned Parenthood.

As Featured On EzineArticles

Sunday, January 22, 2012

2012 Superbowl Advertisements, Selling Sex at a Big Cost

by Rick McNeely
Its that time of year again, Super Bowl 46 is set to kickoff on February 5th, 2012 at 6:30 EST on NBC. Like many people, my favorite part of Super Bowl Sunday is the commercials. With over 100 million viewers and 30-second ads selling for $3.5 - $4 million, the pressure for advertisers to produce ads that grab the consumers attention is greater than ever.

Like most “average” marketing folk, the thought of spending up to 4 million dollars on one 30-second commercial is hard to grasp. Keep in mind, the air-time cost doesn't include production expenses and neither celebrities nor pets work cheaply.

Stakes and interest in Super Bowl commercials are high, so high in fact that there are recognized experts on Super Bowl advertisements. Two such internationally recognized experts are Dr. Rama Yelkur and Dr. Chuck Tomkovic of the University of Wisconsin – Eau Claire Marketing Department. So after nearly 20 years of research, their observations might surprise you. “We found that the more sexual content there is in a Super Bowl ad, the less people like it,” stated Dr. Yelkur. “Sex appeal does not cause ad likability.” However, there are some elements that can help sex sell in a Super Bowl commercial, namely to include humor or other appealing elements.

So what about GoDaddy? When I think of Super Bowl commercials, GoDaddy is the first name that comes to my mind. “The GoDaddy spots are almost like soft porn,” according to Tomkovick. “They are way, way over the top, adds Tomkovick. But they use the ads to drive people to their website. Their goal is clearly product name recognition and not likability. They don't need to be liked.”

While not being liked by a Super Bowl viewer is one thing, liking a considerable growth in market share may be more important. When GoDaddy began SuperBowl ads in 2005 they had a market share of about 15%, in 2012 they have a market share of 52%. Estimates place costs to create and broadcast their ads at $70 million. These same estimates credit their Super Bowl campaigns of generating about one billion dollars in revenue. That's a ROI that's easy to like.



In closing, what is the experts' advice to advertisers regarding sex and Superbowls ads? “TV that is built around sexy women, sex appeal is becoming more a part of our TV culture again,” Tomkavick said. “Sex appeal is being used again in Super Bowl ads for everything from cars to beverages.”

“To make ads likable, advertisers should pair sex appeal with other ad elements that will be viewed favorably,” Yelkur said. “For example, humor often boosts ad likability.”

Agree with the experts or not, this Super Bowl should provide some great likeable commercials. If this research is true, Madonna might want to tell a joke during her halftime set.


Wednesday, January 18, 2012

What is SOPA and where is Wikipedia? Does SOPA = Censorship?

Wondering what's up on Google and Wikipedia today?

Online giants like Google, AOL and Wikipedia are taking a stand and urging viewers to contact congress and voice their objections to the Stop Online Piracy Act (SOPA).  Specifically, it's the opinion of these online giants that the proposed "SOPA cure is worse than the disease."   Its their belief that SOPA or PIPA would give media giants with huge budgets the ability to shut down or cripple small sites and businesses that don't have the money for drawn out legal battles over copyrights.

I think the online powerhouses have a good point.  In fact it reminds me of my last trip to China where the government takes a guiding hand in controlling what Internet viewers can see and what they can't.  Would the result of SOPA be giving similar censorship powers to large U.S. media and government or squashing online piracy?  Do your homework and let your representative in Congress know.  SOPA should be an immediate concern for any online marketing company.

Since the birth of Napster and online file sharing, big media has been looking for a way to control the Internet channel and protect a huge revenue stream.  If SOPA is indeed passed, it may be the ultimate act of piracy.       

Tuesday, January 10, 2012

Newsjacking: Generating Press Coverage for Yourself or Business

I love the concept of "Newsjacking" and how a company or individual can associate with a breaking news story and reap the benefits.  Check out the latest from David Meerman Scott, Newsjacking:  How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.  


It requires a nimble approach and a response speed that might be beyond most entities.  However, there are a couple of great examples of how companies, like Oakley, have Newsjacked  with success.

Tuesday, January 3, 2012

Marketing Watch: Challenging Santa Leaves Best Buy Looking Like The Grinch

Game on?
For years advertisers have included Santa Claus in Christmas ads. After all, with only a couple of exceptions, Santa is a free and safe celebrity endorsement. Santa drinking a Coke or riding a Norelco is advertising history.

This Christmas season had some great Santa ads. Who doesn't love the big guy with a workshop full of Mercedes? Also, Santa selling Chevy was fun and gave Saint Nick an everyday working-guy appeal.

The one exception to the season's fun ads was the “Game on Santa” campaign by Best Buy. Somewhere in last summer's creative meetings, Best Buy and its advertising agency, CP+B, decided they would challenge Santa and beat him at his own game. Granted, it got people talking and was a brilliant piece of production by CP+B (who in my opinion is one of the best).

Production value aside, what are the effects of the Santa challenge on the Best Buy brand? Keep in mind, Best Buy had a couple of fumbles this holiday season. Most notably, delaying shipment or not filling some online Black Friday orders. Judging from numerous consumer comments, Best Buy lost some serious points to St. Nick in the delivery category with the below holiday greeting.

Due to overwhelming demand of hot product offerings on BestBuy.com during the November and December time period, we have encountered a situation that has affected redemption of some of our customers’ online orders. We are very sorry for the inconvenience this has caused, and we have notified the affected customers.”

Perhaps having commoditized the home electronic business, Best Buy is trying to do the same to Christmas? Implying Santa adds no value to the holiday experience.  Why the thought is just plain naughty!

Remember Best Buy, you have to deliver on your promises to earn points with the consumer and Santa. For Christmas 2011, I'll say “Game, set and match to Santa!”
What will next year's campaign be? Perhaps a Geek Squad member holding Saint Nick down while a khaki-wearing soccer mom tosses him a beating?

As another holiday shopping season rides into the dust, I'm hoping Best Buy stays on the “nice list” by leaving Santa alone and sticking to selling extended warranties.

Post-Season's Greetings
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