Category Archives: Niche Marketing
Unless you have been hiding under a rock for the past few weeks, then you know two things.
First, this is totally about to happen……Super Bowl
Second, in the world of social media and marketing, two heavy weights went head-to-head with a clear loser!
While one, GoDaddy, decided to create an ad that enraged dog lovers and pet-friendly people across the country, Budweiser showed their chops as the King of Beers (and advertising) by doing what their audience loves best – good ole’ down home man, dog, horses, and beer.
As of this writing, Godaddy has received such an outpouring of hate posts on social media that they have apologized and pull the ad while Budweiser is the toast of beer towns everywhere.
Here…take a moment to compare the two efforts!
In the OH NO THEY DIDN’T CATEGORY!
Why? Cardinal rule – market to your audience. Most women buy beer for their house. If not women, then the next largest segment, MEN, buy beer for their house, at the bar, and everywhere else.
While dogs have always been a man’s best friend, showing the prized family puppy who is lost only to finally make his way home where he has been sold on a GoDaddy site…well, the anger was coming in 3…2….1….meltdown.
On the other hand, it fills Americans with pride to know that the stronger (horses) protect the smaller (puppy) and everyone is welcomed home in the end with a bath, food, and a beer! #BestBuds is a winner on all fronts!
A few quick marketing lessons from this throw down:
- Marketing Lesson #1 – In short, the truth is that humor can backfire on you in a heartbeat and cost thousands of dollars. Know your audience first…and then, know what they find funny. After all, you know what they say about assuming…yes, it waste a ton of money and you lose your audience.
- Marketing Lesson #2 – Make sure to check and double check with a marketing focus group if you are going to release a commercial before millions of people at the biggest sport event of the year.
- Marketing Lesson #3 – There are no hostages in social media…only casualties. Check and double check the pulse of the market before you step into the ring with the champ. If you are going to openly mock a brand that practically OWNS a medium, market, or segment, then you need to make sure you are target.
Enjoy the Super Bowl and let us know what you think are the best ads for 2015.
“If you build it, they will come,” is a fantastic slogan for inspiring a baseball game in Field of Dreams, but not all the bright lights of Hollywood are able to fix some of the submission for crowdfunding. In haste to create a revenue source for their dreams, hundreds of people everyday eagerly post projects on sites like Kickstarter, GoFundMe, and Crowfunder, and IndieGoGo.
In truth, most projects are a little like Tom Cruise screaming “show me the money” in Jerry Maguire.
Apologies for the digression into movie history!
First – Lets Talk About Crowdfunding Demographics
Although GoFundMe boasts “over $75 million dollars raised since 2010,” the reality is that most projects that fail to receive funding lack the six essential social media elements that create a strong approach to answering the most basic marketing questions.
Indicators show in a study by American Dream Composite Index the demographic for crowdfunding as:
- Age. Individuals ages 24-35 are much more likely to participate in crowdfunding campaigns; those over 45 are significantly less likely to back campaigns.
- Gender. Men are much more likely to take a risk on an unknown startup.
- Income. Those earning over $100,000 per year are the most likely to invest in startups through crowdfunding.
- See: http://bit.ly/crowdfunding_demo for more in-depth information.
Next – Habitual Behaviors of Crowdfunding Investors
In truth, there are three levels of crowdfunding investors:
- Level 1 – Initial Investors: These investors are the people who buy in early because they love the concept or idea. These people usually also enjoy the reward connected with the contribution and the ability to say they helped fund the idea. These are the early adaptors of most markets and technologies.
- Marketing Motivation: Making your crowdfunding campaign sharable and rewarding is very important to this type of investor as well as creating a steady update stream for monitoring growth such as pictures, video, and social media.
- Level 2 – Get On Board Investors: These investors are interested in watching the project progress to see if it will be viable. For them, the burden of proof – even if it is slight – is overwhelming. These people need to see some justification for investment through either press coverage or other investor interest.
- Marketing Motivation: The stream of social media with newsletters combined by way of press releases, images, and video help move an investor to get on board while they can because these options open the door to sharing and seeing others participate in the growth process.
- Level 3 – Home Stretch Investors: There are two types of home stretch investors. First, the Finalists are people that have just found out about the project through a friend / family member or a “Get On Board Investor” with a stubborn streak who decided not to be left out at the last minute. Second, the Secret Santa’s are the people who dig deep to invest a little more to the project in order to push it over the top.
- Marketing Motivation: Investors are attracted by being a part of the winning team. These people are usually not new to the project or crowd sourcing in general. The marketing needs to accept these advanced investors with special rewards and recognitions with contests, informational presentations, and product placements in social media. For example, ask for their opinion on color selection, optional features, and functionality that allow them to claim some ownership in the production or outcome.
Finally – Let’s Get Social!
These six essential social media marketing strategies touch each type of crowd funding investor in the wheel-house of their marketing motivation:
- Social Media Share: Social media avenues help build an input channel for potential investors and build an audience accustomed to sharing viral information. At the same time, certain social medias like Facebook, Twitter, Google+, and blogging creates searchable content for Google.
- You Too YouTube: Youtube is the number two search engine in the world. Is that enough reason to have video as a part of a crowdfunding campaign? Yes! Without doubt. More importantly is the video evidence of each successful step of the process. From the initial demonstration of the product or service to latter stages of development, video has the ability to gain buy-in instantly because investors can see that the product actually works and how it works.
- Picture Perfect: Outside of the initial design sketches or ideas, most projects have the basic pictures of drawings or images taken with a camera. Seriously, it is time to shine up those images because a picture is truly worth a thousand words. When a potential investor can see someone using the product to solve a problem, there is the advantage of being able to become a part of the situation and the solution.
- Good Newsletters: Without a good newsletter, a crowdfunding campaign fails on several levels. First, this is the best way to stay in connection with funders to update progress. Second, newsletters are sharable from one investor to others with a simple click of a forward button. Third, newsletter gives potential investors the opportunity to answer MAYBE if they are not ready for YES and would decide NO. Lastly, a newsletter engages investors and keeps the project in front of them so they can fund again if needed or necessary.
- Press the Press: One huge often overlooked social media strategy is approaching the press through magazines, newspapers, and industry related bloggers. Armed with a strong press release that explains the best of the project, coverage from the media – online and offline – can give great exposure, fantastic links, and high level creditability to any project. Most investors will trust a review from the New York Time or a respected industry blogger.
- Web Ready: Many projects rely on crowdfunding websites for information and interaction with potential investors; however, a website devoted just to the project and marketing materials can be a useful tool in encouraging fast communication with press and reliability for investors. With a minimal space and restrictions of a crowdsourcing project guideline, a website gives project owners room to spread out to share information instantly.
Realistically, crowdfunding is just like selling a service or product WITHOUT the service or product on-hand ready to ship. In many cases, the marketing must work harder to convenience potential investors of the value proposition.
Last Stop – The Crowdfunding Mentality
Even as Kickstarter touts that there are over $606 dollars pledged every minute with over 50,000 people funding more than 10 projects, there is only a 43% success rate with some categories significantly skewing the curve upward.
If you want to see the stats for Kickstarter – http://bit.ly/kickstarter_data.
Consider this – As the link above shows, if your product or service is in the realm of frequently successful categories for crowdfunding, it does not mean that the road is easier. In fact, it probably means that your social media needs to be more on track and targeted to reach the audience segmentation.
Without proper social media marketing, potential project owners should consider buying a lottery ticket instead of working through the process of creating and executing a crowdfunded marketing campaign.
Pinterest is the growing fade among business owners – but few know exactly WHY they are using Pinterest (except that everyone else is using it!) and how it can help grow your business.
Lets take a step back and examine 5 ways your pins can bring you social media traffic and boost your SEO efforts.
Enjoy the video and tell us what you think….remember, if you have a question or would like for us to make a video to help you navigate the social media jungle – email us at info [at] magicmarketingusa dot com!
Dont forget to PIN us – http://pinterest.com/magicmarketing/
Ready to get rid of your prision number for your Facebook fan page?
Here are the criteria:
- You have to own the facebook fan page (or be admin of the facebook fan page!)
- You have to have atleast 25 fans or likes.
- You can only set your vanity URL once! SO make sure it is SEO and people friendly!
Now…check out this Facebook Vanity URL: Claim Your Name video!
Tags: Advertising, blog marketing, Blogging, brand, Branding, Business, business practices, customer service, facebook, facebook badge, facebook vanity URL, How to, Marketing, pull marketing, push marketing, social marketing, social media, vanity URL, Viral Marketing, web marketing
Many people ask about how to get a facebook badge on their blog or website.
Facebook Badges for Websites and Blogs will walk you through the process of getting the code you need for your website or blog.
If you have any questions about how to maximize your social media efforts, please email us at questions (at) magicmarketingusa (dot) com.
Tags: Advertising, blog marketing, Blogging, brand, Branding, Business, business practices, customer service, facebook, facebook badge, How to, Marketing, pull marketing, push marketing, social marketing, social media, Viral Marketing, web marketing
Do you have a clue what is killing your marketing efforts? Whether you are a small business or large corporation, it is likely at least one of these customer service issues is planning the death of your marketing dollars!
Recently, I had occasion to travel across several states on business and pleasure. Traveling provides a unique opportunity to view the world of customer service from the good, the bad, and the ugly. While noting that the holiday season brings out the worse in both customers and customer service, it was particularly apparent that most companies do not take enough time to think through the rationale of integrating customer service into the marketing department instead, as is traditional in most case, into the sales department.
As an even bigger offense, if for some unfathomable reason, customer service is a department unto themselves because the divide between performance and evaluation increases at alarming rates. Without doubt, more marketing dollars are needlessly wasted each year on ineffective customer service than any other marketing endeavor. Clearly, the most preventable cases the murder of marketing dollars is easily fixed by addressing these five customer service issues:
Man-Handling: Many times, service representatives react with overzealous pressure on customers. Upon asking to be left alone (clearly) to browse for shoes, I was continually followed and addressed by a sales person. When I requested, pointedly, that the sales lady go away, she did only to be replaced by another salesperson from the same charm school. As a result, my shopping experience was ruined and I left the store.
Cow-Towing: For some service reps, good customer service is equated to bowing and scraping before the buyers. The buyer feels horrible that the company or the service individual is fawning over them like an entourage following the diva of the week around the store. With a strange mixture of discomfort and annoyance, the customer exits the store as quickly as possible.
Passive-Aggressive: Interestingly enough, in the past few weeks, I have encountered this behavior in several professional settings. When asking for a call number in the library, the Librarian literally snatched the paper from my hand to go get the book from me with a curt, “that is my job!” As I stood in shock staring at her back, it seemed an odd sense of customer service that resounded of policy filtration. In another case, I was seriously asked, “What do you want?” Looking around a large, brand name bookstore, I humorously ordered, “a double cheeseburger with fries and a chocolate shake.” In both instances, marketing dollars are wasted as customer service is isolated from the rest of the company structure. NOTE TO CUSTOMER SERVICE WORLD: The customer does not care if YOU are having a bad day, so that excuse does not fly for me.
Know-Nothing: In contrast, customer service employees that know nothing about the product or services offered by a company are the worst waste of marketing money. When customers fill the store seeking details about services or directions to products, a customer service representative should at least have general knowledge. If the product or service base is so large that no one could have a strong working knowledge, the product specialist should be assigned to aid the customer. I watched as a bookstore employee advised a beginning PhotoShop7 (yes, I know….groan from the audience….PhotoShop7!) to buy the PhotoShopCS3 Bible because it was about the same thing. Needless to say, I stepped in to advise her to look online for a copy for a Dummies or 24-Hour book appropriate to her version of Photoshop. “What’s the difference?” she asked me politely. “About $75, years of needed Photoshop experience, and the frustration of trying to follow a book that does not represent your software,” I replied with encouragement.
Techno-Interruptus: Shopping for a new cell phone urged me to add one more criminal act of marketing murder to the sphere of customer service. Although I do admit that technology is a wonderful thing for business, it might well be the worst thing ever created for customer service. Encountering service reps texting or talking about a party on their cell gives the worst impression of a company and completely sends me toward the door. If that customer service rep adds a deep resounding huff of “you are bother me” to the mix, then I might ban the store from coast to coast from my shopping experience.
In most cases, customer service initiatives can enrich the return on investment for every marketing dollar spent by a company. Marketing expenditures can lead to increased sales and heightened positive brand awareness with the help of informed customer service force as part of the marketing team.
Tags: Advertising, blog marketing, Blogging, brand, Branding, Business, business practices, customer service, email marketing, How to, Marketing, pull marketing, push marketing, social marketing, social media, Viral Marketing, web marketing