Sunday, May 29, 2011

Buzz Marketing Part II

In the first installment, I wrote about buzz marketing - a cheap, effective, new, and sometimes risky way to get customers talking about your product. In most cases, the message can be hidden in buzz marketing practices, giving the participating consumers a sense of unknown or secrecy. This obviously triggers word-of-mouth/viral marketing which can spread like a wildfire (especially in heavily populated areas like world famous cities).

"Follow the leader" has proved to be an effective way to participate in buzz marketing. Do what you know will work based on others experiences. However, some of the most successful buzz marketing campaigns are fueled by innovation and creativity. To see some great examples, you can view these pictures. You should also create scarcity and lure consumers in. Companies must also be authentic, which is where some problems can occur due to the fact that companies develop risky and sometimes provocative aspects to catch the eye of consumers. This can hurt the brand image, especially if it is not aligned with the image of the company. Lastly, you must prepare for the unknown. Buzz marketing has no specific success formula. Techniques are always changing and marketers need to do their best to analyze and determine what will be successful right now or a year from now.

Here is a great example of how IKEA utilized Facebook to create buzz between their customers. This video also shows the sheer power of social media. Enjoy and post a comment of what you think!

Saturday, May 14, 2011

Starting the Day with Smartphones

In a recent Ericsson study, it was proved that over 30% of smartphone users load apps before they get out of bed. If you have some extra time, you can read the study's pdf results here.

These insights are incredibly eye-opening and it definitely goes to show how important smartphones are in our lives. To think that millions of people are sending emails, checking Facebook, tweeting, and texting before they get out of bed in the morning - it just proves how powerful phones are.

Marketers are definitely capitalizing on these trends with apps, text message marketing campaigns, location based services, and mobile-friendly websites. Phones are an extension of our lives and are finding ways to connect with people, apparently before 7 AM. I highly recommend reading Ericsson's study, there are a lot of amazing stats in there. Feel free to share your favorite insight/stat below!

Leo Burnett: The Apple Story

I recently received a print informational brochure regarding Leo Burnett and "The Apple Story." I have included the text and pictures from that brochure for everyone to enjoy. I hope you find the story as interesting as I do!

Apples have been saying "welcome" to Leo Burnett Company visitors since August 5, 1935. On that hot day in the middle of the Depression, supreme optimist Leo Burnett and eight associates opened the doors of their newly-formed advertising agency for the first time. To brighten up the place, the receptionist set put a bowl of apples.
When word got around Chicago that Leo Burnett was serving apples to his visitors, a newspaper columnist cracked, "It won't be long 'til Leo Burnett is selling apples on the street corner instead of giving them away."
To be fair, the columnist was only echoing what seemed obvious to everyone but Leo Burnett and his band of believers: that it was the height of folly to start an advertising agency in the midst of the Depression. But what the naysayers didn't understand was Leo's unique blend of vision and logic. "When you're on your economic bottom bottom, then the only way to go is up."
Leo was right. From these beginnings, when our entire office staff could sit comfortably around a table, and three accounts made up our client list, the Leo Burnett Companies today comprise one of the world's largest advertising organizations.
And the apples have been on our desks every day. We still offer them to every visitor, and our employees as well. In the last ten years, our Chicago headquarters alone gave away more than two million of them. Currently we give away more than a thousand each working day. Our offices around the world also follow this tradition.
So, have an apple on us. We hope it gives you ample food for thought.

Leo Burnett Apple Story 1
Leo Burnett Apple Story 2

Leo Burnett Apple Story 3

Leo Burnett Apple Story 4
All of this information belongs to Leo Burnett Worldwide

Thursday, May 5, 2011

Do You C.H.A.R.M. Your Twitter Followers?

Twitter just turned 5 years old in March, and even though this young gun is new to the social media world, it is one of the most powerful sites in the world. It is a great place to connect with individuals that have the same interests, hobbies, and passions as you. Twitter is basically an online professional networking event and should be taken advantage of by everyone.

I recently read a  book titled, "Success Secrets of the Social Media Marketing Superstars (I will just refer to it as SSSMMS)." Now, I know the title is an intense tongue-twister, but I highly recommend reading this book, especially if you are interested in digital and social media. It contains 22 chapters of quality, engaging, and essential information that can help anyone become a pro at social media and similar topics. One of the featured chapters discussed Twitter and some common issues people have with it. A lot of users get caught up on the quantity of their followers as opposed to the quality of their followers. This can be an issue especially since most people use Twitter to interact, contribute, and be involved with others. SSSMMS gives light into a great way to think of your followers: your "tribe." You interact, engage, and have discussions with people in your "tribe." Now the best part of the chapter, in my opinion, is when the authors talk about how to C.H.A.R.M. your followers.

Captivate Attention
Hook Emotions
Advance Trust
Radiate Desire
Motivate Action

You can C.H.A.R.M. your Twitter followers by grabbing their attention. To do this, post intriguing articles, news, thoughts, etc. Twitter users are people...humans with emotions. Elicit these emotions and post an occasional inspirational quote or a personal opinion/thought. Advance trust by tweeting authentic information or articles and radiate desire by making people want to read your tweets. Lastly, motivate action by making people retweet you or mention you in one of their tweets. 

Personally, I found this information very helpful because I know at times, I lack on my tweets. So , I hope you can find this information helpful and if you like what you see, purchase SSSMMS here! I promise it's a great read. Thanks for viewing and please post your thoughts below!

Monday, May 2, 2011

QR Codes in Action

I created a post a couple weeks ago about QR codes and how they can enhance a direct response marketing campaign. You can scan this code to read that post now!

I wanted to share with everyone that I recently received a brochure promoting the new Nissan Juke. This visually appealing booklet, had some great pictures, information, and QR codes to connect with consumers. I have included some pictures of the codes printed in the booklet below.


These two codes on the right lead people to videos and interactive, mobile-friendly websites where more information about the Juke can be found. I have to admit, I scanned these codes and watched a few videos about it's turbo engine, AWD, and navigation system. It was a great way for Nissan to promote individuals to take action on an advertising piece. 

MarketingProfs recently published an article detailing some stats about a recent study done on these codes. below are some of the impressive results.

• 52% of mobile users have seen or heard of QR codes; of those, 28% have scanned one
• iPhone users scan by far the most, at 68% (versus 26% of Android users and 4% of Blackberry users)
• QR-code scanning rose a whopping 1,200% from July to December 2010
• Companies like Starbucks are already using QR codes (as well as barcodes) to enable users to pay for their purchases via mobile. (And here's a fun fact from the chart: 3 million Starbucks customers have already tried it.)

Being proactive with this form of marketing can really pay off, because you can't argue with those results! Have you seen these QR codes recently used for any marketing campaigns?

Tuesday, April 26, 2011

Smart Phones Are Now Personal Shopping Devices

Phones are people's lives that hold connections, friends, and family members at the touch of a button (or touchscreen). But when you take another look at it, phones aren't just phones anymore. They are computers, cameras, video recorders, gaming systems, televisions, GPS, and now shopping devices!

Leo Burnett recently determined that 50% of moble phone owners use their devices to shop. The eye-opening statistic is extremely important to businesses all over the world.  Apps, text message campaigns, and mobile friendly websites are a necessity for shopping websites/companies. These utilities are not only able to give customers info about store hours, GPS locators to find nearby stores, promotional coupons, and various product information/specifications, but it will result in more app downloads and more traffic on the mobile website. This will result in increased awareness, customer loyalty, improved customer perception, which will ultimately lead to a boost in sales.

People are on their phones for hours everyday, so you better have a presence there, or your competitors will. The number of cell phone users are twice the amount of internet users! With statistics like that, businesses big and small need to be up to date on their marketing efforts, especially with a focus in utilizing emerging digital techniques, including mobile marketing.

Check out this awesome use of social coupons on mobile devices - via LivingSocial

Monday, April 18, 2011

Buzz Marketing Part I

What's all the buzzzzz about?
Consumers are estimated to view over 5,000 advertisements a day and even more corporate logos, so how do companies stand out from their competitors? Some utilize traditional advertising measure that use an emotional, humorous, fear, or fantasy appeal. But others are trying out a newer form of marketing that lets consumers talk about a company’s product or service, known as buzz marketing. Buzz marketing uses the art of word of mouth to spread the word of a specific product or service. 

Many companies rely on this new technique to engage customers as opposed to traditional forms of marketing, like print, radio, television, outdoor, and digital marketing methods. Word of mouth is something all companies need to shoot for in their marketing efforts, because it is coming to the point where people don't buy a product because an advertisement tells them to, they buy something because their friends tell them too. In a time where businesses are finding out unique ways to interact with consumers, how can companies successfully engage customers to the point where word of mouth/buzz marketing will take place? Does Guerrilla Marketing come into play here? What are your thoughts?

Part II coming soon! In the mean time, check out this crazy/freaky video of a flash mob utilizing the element of fear to create buzz.
Unfortunately, the closing text is in German, but it translates to, "Do they know what zone they are living in." This video was made to increase the awareness of risk associated with nuclear accidents. Do you think it was a success?