Category Archives: Internet Marketing
After years of resisting, I reluctantly heeded the recommendations of friends and colleagues and started watching AMC’s Mad Men. Set against the backdrop of a Madison Avenue ad agency circa 1960, the show features major moral failures on the part of every character. Nevertheless, I admit that I am hooked—mostly because each episode offers a priceless advertising gem.
One of my favorite such moments surfaces in the episode, Love Among the Ruins, where the show’s antihero, Don Draper, steps in to save a large account after a copywriter nearly blows it. A developer whose company is suffering from public outrage over plans to demolish Penn Station in order to replace it with Madison Square Garden, the client complains about the conflict. Draper replies:
“If you don’t like what’s being said, change the conversation.”
Clients often ask me what to do about negative comments posted to review sites. The knee-jerk reaction is to face the comments head-on, directly addressing each and every objection. But doing so panders to whiners. Instead, make sure you are aware of public sentiment relative to your brand. Respond only to legitimate concerns. And, more importantly, make sure you help shape the conversation, which you can do on any budget.
To enter the online conversation, you first need to set up profiles on every available review site. The good news is that the basic packages for these accounts are free. The bad news is that signing up is time consuming.
Although new sites pop up daily, as of this writing, these are the major players:
- Google Places—Since 97% of consumers reportedly search for local businesses online, provide them with the information they are looking for where they are looking for it. Google has the advantage when it comes to search. So if you want people to easily find your company, create a listing on Google Places. The site not only encourages reviews which will help you learn about what keywords prospects are searching for but also provides data to show where users are discovering your business. Armed with this information, you will be able to make better advertising decisions.
- Google Alerts—is a great service for listening, since it captures every mention of your company name (and the names of competitors or other key words you enter). If you subscribe, you’ll be notified every time those words are mentioned anywhere on the web.
- TripAdvisor—Completely free, this site boasts sophisticated search technology which helps entrepreneurs reach out to consumers at the very moment they are researching locations. Business owners list property descriptions, photos, and immediate booking. So TripAdvisor is most relevant to the hospitality industry. That said, the company has recently gotten more into restaurant and other local activity reviews, albeit with a bent toward tourism. Based on this, locals may find it more useful now than previously.
- Yelp—promotes local businesses in virtually every field, from dentists to hair stylists to mechanics. With approximately 66 million monthly unique visitors in 2011, Yelp has hosted more than 25 million local reviews. In addition to setting up a free account and posting photos, you can use Yelp to have open conversations with your customers.
What’s more, to keep Yelp honest, an automated filter suppresses minority reviews and targets suspicious activity. And advertisers are prevented from changing or reordering their reviews, so users are more likely to trust the information.
On a Limited Budget—
Google Places and Yelp offer paid listings. If you can afford one, it might behoove you to upgrade. But if you do, make sure you track expenses so you can figure out your cost per click. One of our clients did an experimental run on Yelp. Although the cost-per-click for his Google Ad Words campaign averaged $5, the cost of similar ads we were managing for him on Yelp came in at a hefty $20 per click.
The Sky’s the Limit—
Although you might be tempted to start posting immediately after creating a free or paid account on any of these platforms, resist the urge to dive in before taking the time to listen. In the same way you wouldn’t interrupt a conversation at a cocktail party, don’t post until you understand what is going on. Listening will earn you the right to be heard.
Since you can’t be in several places at once, if you can afford to, hire an agency to manage your online reputation. Most social media employees literally live online. So they intuitively understand how to proactively start relevant conversations as well as rapidly react to negative feedback…even if it’s posted by a Mad Man.
Until next time, I’ll be Bowling for Business.
Queso Dip, made by combining Velveeta Cheese and canned Rotel tomatoes looked great on the television commercial. In fact, the ad convinced my husband and me that we should purchase the ingredients and serve along with chips for dinner. And that first bite was amazing.
But the problem with Velveeta is that no one actually knows what it is. The only thing everyone agrees about it is that it is no way related to actual cheese. Reading the nutrition information won’t help identify its contents. So don’t bother trying.
Whatever Velveeta is made from, it reverts to solid form as soon as it cools. So I can only guess what it does when it enters the human body. But I’m convinced it gains considerable mass and volume when it hits the stomach because, after only a few bites of the concoction, I felt like I had swallowed a bowling ball.
I share this cautionary tale because it demonstrates a phenomenon that advertising executives have long understood. Even though “objects at rest tend to stay at rest,” effective marketing can overcome Newton’s First Law of Motion by persuading prospective customers to get off of the couch, drive to the grocery store and spend money…even at the risk of making themselves sick.
So if your company could benefit from more business, stop sitting on the sidelines complaining about the game. While it is true the economy is basically in the toilet, people have never stopped spending money. They still need shelter, food and entertainment. Engaged couples still marry. Pregnant women still give birth. Employed individuals still take vacations.
- Americans spend an average of $16,895 on housing for every consumer unit (family) every year.
- We spend approximately $6,372 a year per person on food.
- According to Top Stock Analysts, the “average” American household spends more than $8,000 a year on goods and services it does not actually need.
- Market research done for the wedding industry reveals the average amount of money spent on a wedding in the U.S. in 2011 was $18,859.
- Wise Geek reports the estimated cost to raise a child from birth to the age of 18 is $200,000-$250,000 (not including college). Nevertheless, in 2012 in the United States, as of 3:30 PST on January 29, a total of 4,797,000 babies were born.
- In 2011, Americans spent an average $2,000 per family on vacations.
Whatever your product or service, someone somewhere is spending money on it. The trick is to find out where they are and convince them to spend their money with you. And you can do this regardless of your budget.
While you need a substantial advertising budget to run television promos like the manufacturers of RoTel or Velveeta, you can employ Newton’s Second Law of Motion (“Every object in a state of uniform motion tends to remain in that state of motion unless an external force is applied to it.”) even if you have no money whatsoever to spend on marketing. You just have to be willing to do some research and pound the pavement yourself to convince people they should take action.
Start by asking your best customers what they like to do and where they spend their time. Try not to pry. But don’t be afraid to get to know them. If you can figure out what current clients have in common, you won’t have to waste your time advertising to the wrong market. One of my clients wanted to start a cable television campaign. But rudimentary research revealed that none of his buyers watched public access TV.
On a Limited Budget—
If your advertising budget is limited, hone in on areas you can target on the cheap. You might be surprised to discover that guerrilla marketing techniques like standing at the right intersection holding a sign can generate more leads than a sophisticated, expensive campaign in the wrong location.
Once you’ve done the research, make the most of your money. Instead of creating an amateurish banner, leave artwork and production to professionals. If you must, you can cut costs by handing the sign yourself instead of hiring someone to handle the grunt work, but don’t make the costly mistake of hiring an amateur for design; your reputation depends on keeping a professional and consistent image in your marketing.
The Sky’s the Limit—
Find someone to partner with whose product or service compliments your own. ConAgra Foods (which owns RoTel) and Kraft (which owns Velveeta) increased market share and decreased advertising outlay when they came up with a joint marketing venture. Granted, Queso Dip can make you sick. But, as everyone knows: “For every action, there is an equal and opposite reaction.” So at least the companies figured out a way to put Newton’s Third Law of Motion in action.
Until next time, I’ll be Bowling for Business.