The popular video sharing website and social network YouTube has recently released what you could describe as a book of  ‘Commandments’ for what the team at YouTube believe are the most successful and effective ways to help its users generate better quality content and drive more traffic to their channels.

This extensive guide dubbed the ‘Creator Playbook’ gives YouTube users a distinct structured list of the best strategy to maximise the potential of their online videos. It also explains how to promote your marketing material through other social media networks and is designed to be accessible to all users, mapping out a tick list agenda to optimise the opportunities that Youtube offers.

So, just what is it that makes the largest online video destination and second most used search engine such a valuable brand and marketing tool? One reason I can think that video marketing is so advantageous and so powerful could be linked to the fact that 90% of our day to day communication is non-verbal. This implies that messages are most likely to be understood when given out and received usingbody language and self-expression. Unlike written words in printed media and websites, and spoken words in radio advertising, video and television marketing have the additional messages which are transferred by eye movements, visual cues, and overall body language, which makes YouTube a great channel to add more depth to your brand strategy.

You can download the YouTube instruction ‘bible’ here:

http://youtube.com/creators/playbook.html

While you’re waiting for it to download I can give you a few of my own ways to use make the most of your ‘home generated’ content which are often overlooked.

Firstly, it’s important to take an honest and value based approach to using YouTube to raise awareness of your business.  The direct selling route is not always necessary. Ultimately if your videos are interesting, informative, innovative or humorous then your audience are more likely to value them and share it, spreading awareness of your brand without any legwork from you. If a key factor to your video strategy is sharing then make your videos focussed and simple with a more subliminal marketing message. People are unlikely to share your video if they think they are being pitched to!

Make use of the close integration that YouTube allows with other social network sites such as Facebook and Twitter. Before you know it you can quickly and effortless have your video posted across platforms and embedded in your website and emails. YouTube video’s are viewed for an average of 2.9 billion hours a month so make sure you get a look in and use it as part of your overall strategy.

Customise your own YouTube channel (Like ours here: http://www.youtube.com/user/rtmediauk) to compliment your branding and to set up playlists with your personalised content. No lack of equipment or technology should stop you from producing original, creative content for your YouTube channel. Consider interviewing clients, or experts on a variety of topics which are relevant and authentic, and make sure an element of your brands personality shines through and reflects what your all about. You should maintain communication with your audience with regular updates and new posts.

Be Tag savvy. Remember…search engines like Google can only determine the content of your video if you tag it and your YouTube channel. Think carefully about the words and phrases you use for titles and descriptions. Link your social media accounts and make sure they are on your own website as well to encourage sharing and remind people to subscribe.

Check out RT Media’s You tube channel here:

http://www.youtube.com/user/rtmediauk

bookmarks

The term mobile device, while propagating quite quickly through our current cultural zeitgeist, is almost a misnomer. If we take the phrase, in context, at its most literal it would essentially mean any operating platform, which we can carry around with us. Laptops have been around for decades now, and yet they are lumped in with the personal computer market and not the mobile device market. Ultra portable might be closer to the mark, but even that is not quite there yet.

When the conversation turns to ‘mobile devices’, most people are probably talking about things like mobile phones such as the HTC Desire or iPhone and tablet devices like the iPad and Samsung Galaxy Tab. It’s these devices we are concerned with. Current phones and tablets, while advanced, are still behind when compared to your typical laptops and netbooks; limitations are generally processing power, RAM, storage space, compatibility with things Flash and Silverlight and, as with the iPhone, the lack of a transparent and accessible file system. When developing for these platforms a lot of stuff has to be taken into consideration, and on top of that you also have a decision to make:

Do I need an app, or a web application?

This is something an awful lot of people will be asking themselves right about now. A mobile optimised interface for connecting with visitors and customers is becoming more and more important as the platform evolves. A mobile presence can build value for your brand in the eyes of the consumer and put you a step above the competition, if it’s done right. The difference between the two may not seem obvious; below you can find a list of the features and relative benefits of each approach.

Mobile Web

• Instant access: Mobile websites use less imagery and scripting that may increase page loading times and eat up valuable resources. Those that are used are generally extremely lightweight and optimised for browsing on the devices over data networks.
• Improved SEO: Search engines like websites that have been built with mobile in mind. Search providers like Google and Yahoo keep a directory of mobile optimised websites, and it’s the only way to get on them. This positively affects the search rating of your mother-site as a bonus.
• Anywhere, anytime access: Sites that can be accessed via a URL can be loaded on a whim, wherever and whenever the visitor requires without the need to download software and store it on their phone. This is important for visitors who may not need ongoing access to the information.
• Offline media: Web addresses printed on billboards, QR codes in magazines that take a person directly to specific landing pages. There are numerous possibilities for getting your site out into the offline universe.
• Flexible and cost effective: A less restrictive, one size fits all approach across as many platforms as possible. In a shorter time, a less fragmented design can be pushed to production.
• Mobile advertising: A cost effective mobile advertising campaign, partnered with an optimised website, boosts traffic and awareness. For more information on mobile advertising, see my previous blog post.
• Deep linking: Redirecting traffic from the full version of your site to the optimised version of your website.

Native Mobile Applications

• More functional: Mobile applications have the ability to utilise device hardware such as front and rear facing cameras, speakers and G-Sensors, and are also capable of repurposing buttons on Android and Windows Phone 7 devices.
• Ditch the browser: Browser limitations such as the inability to display some in-line media and large image overlays can be circumvented. Content can be included in the initial download, or cached later, so an internet connection may not always be required to use the application.
• Immediate market reach: Distribution through central content delivery pillars such as the App Store or Android Market provides an immediate connection to a base of potential users. User ratings can lift your app in popularity, downloads and usage. Or kill it completely if it fails to deliver. Either way, this gives you a very clear picture of whether your application is performing. Receiving feedback on your app is crucial, and so is reacting to the demands for features and fixes. The respective app stores can also push fixes and features with minimal user interaction.
• Push content: Using push features that are now available on most smart phones, new content can appear automagically on devices with your applications installed. This reminds your users that you are there with them at all times, ready to deliver the content they want to see.
• Paid for content: If your app is worth paying for, people will buy it from you. A low priced app that provides value for money can sky rocket in a very short space of time, providing you with an easy revenue stream and keeping costs down. The app store provider takes a small slice (normally this hovers around the 30% mark), but bears the brunt of bandwidth and server costs on your behalf. Free updates can keep them coming back for more, and attract additional purchasers.
• Fully brandable: Running full screen is a huge boon of mobile apps. These pull your users out of their phone interface and into your own full branded and customised experience.

What you shouldn’t do.

Do not be tempted to distribute a web app in disguise. A growing trend among individuals and business is to use off-the-shelf web application builders to generate apps for their devices. These can be distributed through the app stores, but are little more than mobile websites running under the cloak of an application. While they are lightweight, cheap and easy to develop, they are easy to identify and have almost all of the drawbacks and none of the benefits. Applications such as these are usually interpreted as lazy rush jobs in an attempt to get into the market as quickly as possible. Do not be taken in. Pick the platform that is right for you and stick to it. The time, effort and money involved may be many times more by the time you are finished, but as long as you do not lose sight of your ultimate goal (ie. what you want your mobile website or app to accomplish) the potential pay off will be much more satisfying.

bookmarks

It’s been around for a while now, but only recently has it really become a valid avenue of exploration for the online advertiser. Mobile advertising is the practice of displaying ads in content designed specifically for mobile devices, such as websites, search results and, most recently, mobile applications. But what exactly can it offer over traditional display and search advertising?

• Unlike in previous years, there is currently a high device penetration rate for mobile advertising. Operating systems such as Android, RiM, iOS and Symbian all support fully featured mobile web browsers which are capable of displaying mobile optimised web pages. Introduction of tablets such as the Apple iPad and Samsung Galaxy Tab have contributed to the spread, and the number of capable devices is only going to increase as the market (and the technology) devices.
• A whitepaper conducted by research firm YouGov for the annual Tamar Search Attitudes report shows us there has been an increase of no less than 246% in mobile search traffic in the UK in the past year. (Source)
• The nature of a mobile handset opens up the possibility of anywhere, anytime searching. Consumers who are out and about can now find what they are looking for regardless of their location.
• In addition to this, with modern cellular devices now equipped for location services (such as cellular triangulation or via GPS satellites on more high-end devices) it’s now possible to tailor both search results, content and advertisements based on these parameters, allowing advertisers to deliver location targeted and relevant ads such as “Papa Johns Pizza, Winton”. These are often more accurate than IP based location targeting.
• This type of targeting can also be applied to specific carriers, for example Vodafone or Virgin ads that are targeted for the sole purpose of tempting customers away from O2, delivered straight to the O2 provided device. An amusing, but effective, means of finding potential customers.
• Most modern mobile operating systems are capable of recognising not only text formatted like an email address, but also telephone numbers and Skype usernames. This means that with a simple click of an ad, marketers can direct potential new customers not just to a website, but to direct contact to the company via a phone or VOIP call.
• Most importantly, from some perspectives, is the ability to place ads not only on web pages and search results, but framed into downloadable apps from the Android Market, App Store or OVI store. This has given rise to a number of app developers releasing full, but free, ad supported versions of applications they would normally charge for. On Android especially, where statistically users are more likely to click on in app advertisements, this has left the vast majority of apps being available for free, such as the internet sensation Angry Birds. On the iOS store this costs £1.99, on Android you can download the full game for free with a small ad inserted to offset the costs. As you can imagine, this gives your marketing a rather large reach across many networks, countries and demographics.

These are just a few of the benefits and features available to marketers should they decide to tap in to the ever growing world of mobile advertising, and there is much more to it than the points listed above. What campaigns work best, how to target your audience, and the most important factors leading to campaign success are key things you’ll need to know in order to run a successful mobile marketing platform for your business. To learn more, get in touch with us today and find out what mobile advertising can do for your business.

bookmarks

We had a moment last week in auditing our own brand and found that our website error pages were the standard ones setup on our server… Of course we set the team to rectify this terrible situation and create some ‘in-brand’ ones.

This means they got our brand treatment, that’s our language, tone, style and everything that is important to us here at RT. We feel they help to convey more about us, which all helps to build the context of what makes us as people and a team tick.

If you have also missed ‘branding’ your error pages perhaps we can help create them in your brand style? Here to help as always. The RT Team.

Take a look at our error page designs here:

See RT Brand Communications Agency – error pages image

If you want to see more of our error pages follow these links!

ErrorDocument 400 http://www.rtmedia.com/errors/error_400.htm
ErrorDocument 401 http://www.rtmedia.com/errors/error_401.htm
ErrorDocument 403 http://www.rtmedia.com/errors/error_403.htm
ErrorDocument 404 http://www.rtmedia.com/errors/error_404.htm
ErrorDocument 408 http://www.rtmedia.com/errors/error_408.htm
ErrorDocument 500 http://www.rtmedia.com/errors/error_500.htm
ErrorDocument 501 http://www.rtmedia.com/errors/error_501.htm
ErrorDocument 502 http://www.rtmedia.com/errors/error_502.htm
ErrorDocument 503 http://www.rtmedia.com/errors/error_503.htm

bookmarks

It’s everywhere, inescapable. In every news outlet, in every country of the world (sometimes as a front page story), Facebook privacy settings are changing once again. That fact in itself is practically a landmark in the importance of social networking sites, but that’s a different blog post.

So you may be thinking, as I’m sure quite a lot of Facebook’s almost 500 million registered users are, what exactly is going on?

Not so long ago Facebook changed their privacy settings to allow users granular access to their privacy settings, to control exactly who can see what, when, where and in what context. Personally I thought this was a marvelous idea, and the first thing I did was set everything to private. Job done, straightforward and spelled out for you there in black and white.

Unfortunately this spelled trouble for people who found the level of control to be overwhelming and confusing, and after a few privacy gaffes (including a few choice comments from Mark Zuckerberg himself) and millions of users threatening to delete or abandon their accounts, Facebook have caved to the pressure and are rolling out a simpler, one click approach to privacy controls. But what exactly does this mean?

- There is now the equivalent of a big red flashy button. Facebook explains: “A new simple control makes it easy to share on Facebook with friends, friends of friends or everyone—all with just one click. The corresponding settings are immediately applied and displayed in an easy-to-understand grid.”

So there you have it, to change your privacy levels, one click. Bang, and you’re done.

- Fortunately (at least from my point of view) the granular privacy access controls will remain as an option. These now appear on a single page in your settings panel and any changes apply account wide, from your wall to any applications you might use Facebook connect with. This applies to all your information. Perfect for those that like to control (and don’t mind taking responsibility for) their own privacy settings.

- The amount of information that is available on your profile, such as gender, age, job, relationship status etc will be reduced and is also controllable by the end-user.

- Facebook pages will “have privacy settings that work for both ends of the connection”. Meaning that you can now hide what pages you like from friends and connections, and also on the fan box on the pages themselves.

- You can now opt out of your information sharing on platform applications.

Following the raging debates and heated threats to leave Facebook a ghost town, the much demanded privacy settings are in the here and now. It’s difficult to strike a balance when simplicity and yet total control are your end goals, and time will tell whether this will be enough to calm the storm of angry users. Hopefully they can now go back to Farmville and Mafia Wars safe in the knowledge that their private information remains just that: private.

But then, is anything ever really private on the internet?

bookmarks

We have launched a new division to support companies who are serious about unlocking digital marketing and social media channels within their marketing mix.

GetShaking was brought about via the concept of people shaking hands by way of an introduction. This is, in essence, what social media allows people to do far more effectively than real-world, cross-globe travels to meet and introduce yourself.

We have a dedicated team of passionate, motivated and highly experienced marketing professionals who care about getting the right result for you! From email and internet marketing, to design and copywriting, through web development and strategic consultancy, GetShaking are the people that will help you fulfil your social media management and email marketing, ensuring success. We’d rather you went away with too many ideas and action points than not enough, because we know that communication coupled with an understanding of your business requirements are vital in getting the right marketing mix for you. We believe in marketing that builds relationships. Our focus is on your strategy and the ongoing support of that, because we know that short-term activity might get the quick sale or result, but it won’t maintain the result or lead to sustainable success or business growth.

In keeping with our unique and effective offering, E-Bob, GetShaking’s purple-faced character was developed by our in-house illustrators.

We currently have a diverse cross section of clients who are enjoying full success from our work on their internet presence. From established solicitors to experienced car body maintenance companies, all our GetShaking clients have committed to ongoing contracts as they have seen rapid results from the work we have undertaken for them.

Are you engaged in online marketing but don’t know if you have reached your maximum potential? For a limited time only, we are offering a free audit. We will look at your current online activity and evaluate the positives and highlight where there is room for improvement. The audit comes with no obligation – but will ultimately help you making the right decisions for your future activity.

Visit www.GetShaking.co.uk for more information and to arrange your free audit.

bookmarks

When C4L gave us the challenge of creating a new brand in 7 days we said “let’s go”.

With Bournemouth set to have super fast internet via fibre optic cables, our client C4L, (the Deloitte Technology Fast 50 company) were keen to make their mark. The brief to create a new brand for this new super fast broadband service was not only tight in deadline but it also has an increadibly competitive landscape. Entering into the market where big fish like BT, Virgin Media and SKY are fighting for customers, we needed to box clever.
With the in-house teams shortlist of names; BEAR, BULLET and JUCIE broadband we first knew a name could make or break this brave new business launch.

Following an evening workshop with Ross Thornley, the South’s branding expert innovator led them through a process and into a market changing name. It was his plan to create a whole new category for the internet connection. Enter FIBREBAND, no longer will users be looking for broadband providers if they wish to experience the unimaginable speeds fibre optic cables offer, they will be asking for FIBREBAND.
This ticked so many boxes from protectability, multi lingual understanding, domain name availability and word defining opportunities.

We are proud to show the value of expert innovation coupled with great design principles will ensure the best possible chances of success.

bookmarks

CPA is an acronym you may not be familiar with. It stands for Cost Per Acquisition, in effect the amount of money you have paid (or are willing to pay) to acquire a sale, quote or registration via an advertising program.

CPA is primarily used for e-commerce websites, where it is much easier to track your “customers journey” from landing page to checkout confirmation page.

At TFM&A 2010 there was some interesting new ideas surrounding the usage of CPA in AdWords. Traditionally, CPA is used in addition to a normal advertising campaign to help drive potential customers to the site and convert them. Now though, some companies have been looking at using a CPA only approach with managed campaigns.

This is normally handled through an agency who can take the time to apply their knowledge to the situation. This starts with an agreed retainer with the actual costs for the advertisements ultimately coming out of the agencies pocket and an agreed number of acquisitions within a time period. The agency can then take this information and apply it to the campaign, starting off with the AdWords recommended CPA.

This can really go either way, with a set retainer and the agency actually paying for the ads it is then up to them to grow, nurture and evolve the campaign in a specific way to drive up the quality score of the advertisements whilst simultaneously reducing costs to them. This normally results in a loss, at least in the short term, while they build it up.

The ultimate goal is to reach a stage where the costs for each acquisition are below the retainer amount, meaning that a profit is being made and the client is receiving their agreed number of sales.

Over all, this is quite a risky method to use when stacked against normal CPC campaigns and it won’t work for everyone depending on the type of business but can have significant benefits. With more and more people turning to CPC advertising (AdWords specifically) and the newly announced advertising on YouTube pages the face of online advertising is changing rapidly and is set to grow even more over the next few years.

Will you be on board?

Interested in online advertising but don’t know where to start? Contact us at info@rtmedia.com for more information about what we can do for your business

bookmarks

If I told you that we were going to play a game of Chinese whispers I’m sure you would join in.
If I told you we were playing for money, I would be doubly sure that you would join in. So, here is the deal:

- Firstly, the message must not be altered
- Secondly, if the message arrives at the final person unaltered, you win cash

Sounds easy? What if I tell you that if the message isn’t letter-perfect when it arrives, you owe me cash? Not sounding so good? Sadly though it is a common scenario. So many designers and agencies don’t communicate job statuses or latest progress accurately to each other… or the client. Communication is the key. That, and knowing what levels of communication to give to which people. Some people want an email to acknowledge their email, some people want to be left alone and told when the job is done. Some people need to be told about each change that is made, some people find out themselves.

The point is this: we are constantly passing ‘messages’ to each other, status updates on projects or latest files for a job. Keeping on top of these things is crucial, one day the message might not arrive intact, and you might not win the cash!

bookmarks

Imagine your new website goes live. You’re ecstatic about the feel, the look, new functionalities and – even better – the increase in visits, which might (and should!) Ultimately lead to more business. And then, one year on – what do you do? Do you look at your stats? Do you know what’s going on on your website? How many people have visited, where they came from, how many referrers you have? How long they stayed and what pages they looked at?
Or you’re engaging in email marketing. How many split tests have you done recently? Do you know what your database likes? Does one part of your recipients always receive a different version of your emails or does everybody always get the same design, same message, same “from”, same everything? And how many times do you change your Google AdWords to see if you can get in those extra % clicks…
Do you know which digital mix gives you the best conversions…?
Do you constantly test and improve…?
If the answer is yes – great! You’re doing the right thing to monitor improve your communication with the customer then this is what marketing is all about. If not, it is worth considering – simply because in the fast changing digital world something that worked last week, last month, last year can be the spanner in the works now.
The magic formula is testing, testing and again testing. Everything that can be changed in your digital mix is worth testing to ensure that your marketing works. Test your website (layout, images, design, the options are endless), test your email marketing, try different ads in your Pay-per-click, play around with your banners, test different approaches in Social Media and see what works and what doesn’t.
And then go out and do something about it.

bookmarks

One of the main points that has stuck in my head over a week on from the TFM&A exhibition is the line The Future of Online marketing is….Offline Marketing. I certainly didn’t expect to hear that at an online, technology based event, and especially not from one of the most influential figures in the UK digital marketing sector. How refreshing. Finally i have found someone who thinks a bit like me, perhaps it’s our age.
He explained that there was originally traditional offline marketing; you remember the old fashioned printed way, print, newspapers, direct mail etc. Then came this huge bang of digital marketing and the world went mad for it, but like all things now the fuss has died down slightly people are realising “you can learn from the good old tried and tested ways”.
Successful marketing comes from integrating the two forms, online and offline. By sharing data, strategies, success stories and failures the marketeer can now have a more informed and proven successful multi-channel approach to base their marketing strategy. Harmony of old and new.
Food for thought…

bookmarks

Inspired by a keynote talk from Craig Mawdsley at the TFM&A last month, I felt compelled to share some of his/my (mainly his) thoughts on uncertainty. The Head of Planning at AMV BBDO argues that marketers should embrace uncertainty, rather than embark on the long and arduous pursuit of predictability. I agree.
There is a real danger that over thinking strategy can lead to missing the crest of your perfect wave – the one you’ve been waiting for. To add to your frustration, you had the knowledge and awareness to see it coming, but didn’t have the confidence to hop on without being certain of the outcome.
Here’s a new philosophy: Doing beats thinking. Allocate a small but fixed amount of your time and resource to experimentation with new strategies; ideas that you wouldn’t bet your budget on but are engaging and out of the ordinary. Then listen, learn, and back success. Having the confidence to embrace uncertainty should ensure that you fail small and win big.
I am certain of this – it is better to be roughly right than precisely wrong.

bookmarks

Small businesses can often overlook the notion that their brand isn’t entirely managerially constructed. One may tightly govern brand communications, but in reality, how these are received is partially beyond our control.

Consider this – perceptions of your brand that exist within the four walls of your office may not be totally (or at all) aligned with those held by your customers. That’s right. Your brand identity not only exists on your business cards, website or brochure, but also in the mind of the consumer.

It is frightening to think that consumers may interpret your brand in their own very subjective manner, but at the same time, this realisation should also be seen as an opportunity to re-discover the various (and often unexpected) meanings attached to your brand, adapt your communications accordingly, and ultimately reap the rewards of becoming a business who truly knows their audience.

So how do you discover how your customers make sense of your brand?

In short, you ask them.

Qualitative research, principally involving focus group discussions and in-depth interviews, can be an extremely useful strategic tool for businesses of all sizes. Research is vital, and here are a few reasons why:

•    Provides a forum to explore and extrapolate ideas, which can act as an effective springboard to make your visions a reality.

•    Enables you to drill down and understand the specific needs of your different market segments, providing a creative environment for consumer optimisation.

•    Enables you to fully understand reactions to your marketing materials and packaging; identifying strengths, weaknesses, and uncovering any previously unmet needs of your customers.

•    Helps you make informed business and marketing decisions, with confidence.

•    Protects you from completely ‘missing the point’ with your brand communications, ensuring that you build a brand that strikes resonance with your target market.

Above all, it simply makes sense that a strong and current picture of your consumers’ mindset should underpin the strategic and creative process of building and maintaining a brand. You wouldn’t create a gourmet meal with your eyes closed would you? Well, you might try, but you would probably end up getting burnt.

bookmarks

Brand and customer loyalty has been a hot topic for the past few decades. Since American Airlines started its first “Frequent Flyer Miles” program in the 80s, companies and brands all over the world have been coming up with new and interesting ways to capture attention and reward their faithful consumers for buying their products or using their services.

Traditionally these would come in the form of a barcode card, key fob or printed coupons. These schemes offer a combination of rewards and recognition, in order to drive up sales and customer retention rates. Credit card companies are notorious for their offers, with the majority now handing out flight miles, cash back, credit points and prizes if someone makes a purchase on the card. Through this, the idea is that they are helping the customer to stretch their budget that little bit further and keep them coming back for more.

Despite this, almost half of people still do not participate in these loyalty programs. And only half of those again are actively using them. So why is that? Could it be that most reward schemes come down to only one thing: freebies? As the concept has gained popularity over the last couple of decades it’s easy to see how it can be a double edged sword.

The problem is that it’s possible to get it wrong. While offering free stuff to customers the more they buy, an aggressive campaign could feel almost like a bribe, whereas a complicated system with different tiers and structures can only serve to confuse and confound the customer. Take Starbucks as an example:

My Starbucks Rewards

Last year, Starbucks introduced a Gold membership card. A customer could pay $25 dollars for a year membership, and in return they would get 10% off their purchases every time they went into Starbucks. For hardcore coffee drinkers this could equal some serious savings. The card would pay for itself in a matter of a month or two (or even a few weeks if you were a serious caffeine addict).

Now though the current economic climate, coupled with poor sales and stock drops down to over-expansion, Starbucks has had to reassess it’s approach. As of December 26th of last year the Gold card is being retired and replaced with My Starbucks Rewards.

Under this new scheme, customers can acquire a card and “activate” by loading currency of any denomination on to it in store or online and begin using  it immediately to purchase their hot cup of joe in the morning. For every purchase that is made, “stars” are accrued on the card. The more stars, the better the rewards. Rewards can range from a free birthday drink, free in-store wi-fi (2 hours per day), free beverage customization and free brewed coffee refills up to a free tall beverage and a personalized card.

There is even a limited test run for customers to use the “My Starbucks Rewards” iPhone app to pay for their drinks.

In some ways this is a brilliant tactical move. By using pre-paid cards or an app on a mobile, it helps customers to feel like they are not buying the drink, but rather they are owed it when they walk into the store. Like they are getting it for free. Instead of handing over money or fumbling with the pin for a debit or credit card, customers can breeze through the purchase process and be on their way. This ease of purchase should keep the flock coming back again, and shunning other competitor brands. Effectively cementing “The Starbucks Run” as part of the daily routine.

On the other hand, getting customers to part with their money online or in the store without taking away a tangible product could prove difficult. And with the various reward levels and perks it may be too much information for most customers to digest in the short space of time they in are in store. Buying coffee is an express transaction with most people in a rush to wake themselves up and get back to the office, so convincing them to take the time, listen, understand and ultimately decide on it may prove to be the thorn in Starbucks’ side.

And if it falls to the baristas to make the pitch and case to the customer. Will it end up being a case of sacrificing customer experience in return for a chance at dedication?

It could go either way for Starbucks as only time will tell if their gamble will pay off. That said they have taken an interesting approach with the iPhone app as a medium for delivering rewards and express payment. This is still a relatively new concept, still unexplored by most companies but with a world of infinite possibility.

Motorola recently launched their “Mobile Loyalty Solution” which allows retailers to digitize their subscription and membership services, which is then saved onto a mobile phone. Through this platform a consumer can carry around all their membership details with them 24/7, and can receive updates and notifications of special offers, deals and newly released products. No information as to what platforms it will function on yet, except that they say it will be available on “the majority of mobile phones in the U.S. market today”.

Yowza!! have taken a similar approach, but purely with coupons wrapped up in an iPhone app. Yowza!! uses the GPS and 3G (and to a lesser extent the Wi-Fi on the iPod Touch) functionality  of the iPhone to pin point your location, then presents on a map nearby stores that have offers or coupons available. All the customer needs to do then is take their phone in, show the cashier the coupon and receive their reward.

All of these are geared purely to drive sales under the guise of saving money, and in today’s technology-centric world it’s surely the way forward. But with a bigger and bigger push on maintaining customer dedication the question has to be asked:

Is your loyalty up for sale?

bookmarks

When we began 2009 we were prepared for a tough year, as a management team we sat down for two days to prepare our strategic direction and survival plan. We have taken the time every month to monitor and review performance and client feedback and success.
I am delighted to end the year feeling exhausted for all the right reasons. As a team we have grown, as a company had our most successful to date in the last 10 years and as a person I have begun to feel free again. Running your own business is a roller coaster of emotions and challenges so it is critical to maintain a self belief so strong it can withstand any cross fire.

Our talented team of 10 superstars has made sure we retained our clients whilst acquiring new ones that fit our strategic model. We’ve branded and launched 16 companies, re-branded 8 businesses, built 35 websites, produced 8 promotional videos including filming across Europe, we have continued to be the strategic marketing department and partner for 6 growing businesses, run a brilliant public vintage fayre, worked over 16,000 hours, drunk over 5,900 mugs of coffee & green tea, sent over 16,200 emails (not campaigns just day-to-day messages) ran 29 workshops for about 150 people, presented to more than 100 young entrepreneurs, shot over 13,000 photographs, and spent more than 2,000 hours on Facebook! And had a lot of fun doing it all!

We do what we do because we love it and we’re damn good at it! We like to be challenged and valued. We get stuck in and deliver results; we like freedom and learning and strive to be the best in our world.

But do you know what made my year? Reading this…

“I would just like to thank you and your whole team for the level of service, commitment, attention to detail and timely actions that you have all taken to give ooops.net limited that paradigm shift required of a business entering its eighth year of trading. As you know we are a five strong team at this moment in time and with your continued help I am sure within the year we will be an eight strong team! I am impressed with RT Media’s integrity; each and every member of your team are free to say what they think, to express themselves with a zealous passion for putting us first. This ensures we know we are getting the whole truth and nothing but the truth – important to winning! You are like an honest “coach” and “mentor” to us. I am impressed with RT Media’s creativity, I know it is your pre-requisite but there are a great many of your competitors out there that are not! I am impressed with RT Media’s strategic vision, able to see beyond the horizon, helping us let go of the shore! Ensuring we don’t waste money now, saving for the opportunities that will give the greatest return on investment in future. An example of this is our stopping of our Press advertising and moving into Social Media that is FREE! All in all – I’m as chuffed as nuts with you all!”
Paul Booker – Founder of ooops.net limited

Well done to the whole team for a year to remember. I am looking forward to making 2010 even better.

Thanks to all who take the time to think of us, work with us and recommend us.
Ross.
Founder & Creative Director.

bookmarks

After reading a study of more than 150 taglines that debuted in 2009 this morning from an agency who solely focus on the development of taglines I felt I should share some of the insights found. What we can learn and what I think.
According to Eric Swartz, president of Tagline Guru, “The goal of the survey was to discover the most frequently used words in this year’s taglines, and whether they reveal how companies are strategically recasting their brand message to forge a closer connection with their customers.”

The most commonly used words or concepts (alphabetically):
1. believe
2. far/further
3. future
4. imagine/see
5. innovate/innovation
6. more
7. new
8. save/savings
9. together
10. you

Are these 10 words that matter most to consumers?

“Whereas one tagline offers telling insights into a company’s brand strategy, a whole bushel of taglines reveals a brand lexicon that speaks volumes about what’s important in the minds of consumers,” says Swartz.
“This year’s tagline harvest is all about working harder and smarter, communicating greater value, and creating lasting brand affinity, which, in today’s tough economy, is crucial for cementing relationships and building customer loyalty,” Swartz notes.

Some of the taglines that echo this include:

• Airbus New standards. Together.
• Baker & Taylor The future delivered.
• Buick The new class of world class.
• Chrysler Come and see what we are building.
• Dentsu Good innovation.
• Home Depot More saving. More doing.
• NBC More colorful.
• Sony Make. Believe.
• Syfy Imagine greater.
• Wells Fargo Together, we’ll go far.
• Yahoo It’s you!

Although the impact of “innovation” has been diminished from overuse, and words like “new” and “more” are typical sales jargon, concepts such as “together,” “you,” “imagine,” and “future” paint a picture that is decidedly more intimate, inclusive, and optimistic.

“Money is tight, consumers are worried, and corporations aren’t content to rest on their laurels,” says Swartz. “The overall message is that we’re all in this together so we need to set the bar higher, do more, and deliver greater value.”

Swartz continues: “Essentially, this tagline-generated brand lexicon tells us that big business wants to be perceived as a neighborly partner that is industrious, accountable, and forward-thinking. Consumers are tired of being talked at and misled. They’re looking for better ideas, better results, and, ultimately, a better relationship.”
Knowing this is really important as it indicates shifts in the market, and highlights what to avoid. To me these examples show not just a shift in the market but how easy it is to get lost and diluted in the nose as we follow like sheep: for example,

• Target’s “Expect More. Pay Less.”
• Wal-Mart’s “Save Money. Live Better”
• Home Depot’s “More Saving. More Doing.”

Sure, consumers are looking for ways to save, but what in these taglines truly drives differentiation? And is that important? I think it is. I think this lack of distinctiveness show lack of creativity and becomes background noise.

bookmarks

What is the job of a marketer? Surly beyond the simple task of message communication it is to change perceptions, to change behaviour. If we believe, is that then reality? So are marketeers here to tell stories that we believe, or to make stories that already exist more believable? What happens when we are miss-led? All questions that fascinate me.
I am passionate about human interaction, the science of how our brain works, the decisions we make in rational consciousness and in our sub conscious mind. When we change the input that our senses are receiving then the behaviour is by default also going to be altered. So a marketeer has at their disposal a huge resource of inputs they can alter, from colour, language pattern and sound, to timing, place, setting and environment. All of which can dramatically change our mood and therefore our actions and beliefs. This is a great power to behold and used well can change everything!
This project is a great example of how changing the perception of a simple set of underground stairs can make people, on mass, alter their normal course of action.
Simple yet exciting stuff!

bookmarks

I created this poll on Linkedin 8 months ago and I wonder if the results would be different now?

In a recession what do you think companies should focus on?

* Marketing to new potentials
* Marketing to existing clients
* Staff training & development
* Cost reductions
* Product innovation & R&D

Interesting how the top 3 were investment led focus and the lowest was to focus on cost reductions? Please have your say as I am keen to increase the segment size and also if we view what to do differently 8 months on.

You are welcome to have your vote and make a comment here: http://polls.linkedin.com/poll-results/21302/twkss

Here are some of the feedback comments:

Looks like two of us favor investment. Check out Booz’ paper – Recession Research. Financially strong companies invest, weak ones cut costs..

By Elise Walton Working Group Leader – Corporate Center Design; The Conference Board

In the bad times prepare for the good times. Need to be reasonable about spending on innovation but old, unprofitable products need to be phased out and new innovative products introduced.

By Ed Hemminger CIO Ontario County NY; CEO Finger Lakes Regional Telecom Development Corp; CTO Ontario County Economic Development

Almost everybody reacts to the preservation instinct during recession, stops running and sits down on their hands waiting for the skies to clear and for them to start understanding what is going on… almost everybody… a few smart ones keep running and take on the clients neglected by the others

By Clement DAN Managing Partner at M27 BusinessMachine – Money x Mergers x Markets

Look for branches of your existing market share- yet untouched.

By William R. Dolbier PI Law Practice Technical Strategist at ReNew Strategics

Cutting just makes the economy worse. Keep moving forward! Expand on what you do best! if you are a manufacturer then design/invent; if you are in the service area survey your customers and start delivering a better service; distribution or sales then survey and find that untapped area, work with your old lost customers and get them back.

By Marie Johnson CEO at IzzyLou Studios

Coming from an Information Technology perspective, tough economic climates like now call for business owners and managers to be more aware of their environments and efficient with their processes and budgets. Natural instinct is to self-preserve: cut all expenses, take no risks, wait things out. If the majority followed these instincts the markets would collapse and we cannot let this happen. Instead look for solutions that can help your organization be more nimble and carry you through these times of uncertainty. Some solutions to consider are: Virtualization, Video Conferencing, and Secure Remote Access for Telecommuters.

By Ray Sheley Sr. Vice President, Partner at Info Advantage Inc.

It really all depends on how healthy your business is at the start, the key is to make sure you are not running in the “suicide zone”. Build in maximum agility; do not make knee jerk decisions; have a strong, alert management process and clear early indicators. Investing in the future of course is important for any business in any economic climate. But you can only do this from a strong base now – spending money blindly is stupid at any time. First priority – get strong cash generating business now so that you have means to invest in the future!

By Sue Baker Financial Management Specialist

bookmarks

E-newsletters are a great place to present your company and to show off what you have achieved. And it is only natural that you want to tell your readers all about the amazing things going on like new products, new clients, new technologies, new contracts or just a great service.

On the one hand, a regular newsletter is the ideal place for this type of information; after all, you want to remind people why they should come to you and / or stick with you. On the other hand, like with so many things in life, you should be careful not to overdo it. When gathering ideas for a newsletter you should always put yourself in the position of the reader and ask yourself the famous WIIFM? “What’s in it for me?” In other words, what’s the benefit for people who have agreed to be emailed by you on a regular basis? (yes, they should agree in some way to receive your marketing communications!).

Treat the contacts in your database as people that are special; because they are. They are the people who want to engage with you. So, give them something special from time to time; invite them to an event and offer reduced (free?) tickets; give them access to materials (e.g. white papers) which others can’t get their hands on; let them have something – e.g. a special offer – which others can’t buy or before others can buy it. These are only examples but I’m sure that if you look at your business and your client base you will find a lot more little treats for your faithful newsletter recipients. Exclusive is the word. So – what’s in it for them?

bookmarks

Last year we worked on the UK launch of a new profiling tool called the Hartman Index. After initial research showed little extra benefit of the founder’s name in the UK market, we recognised that this challenger brand needed as much penetration as possible. It therefore required a re-think of the name and a new brand strategy for the UK launch.

We created a new, more functional focused name to aid the initial awareness campaign which bred success. We re-branded the service to ‘The Judgement Index’ as the primary indicator and measure is on an individual’s judgement and values.

This has proven to be so well received that the American company behind the unique set of algorithms and interpretation manuals requested that we apply the same brand image, language and style across the world.
We are delighted to say that this has now been rolled out across the US with the small Americanism to remove the ‘e’ from the spelling of Judgement!
We have produced training packs, folders, online videos and many kinds of marketing support materials. Take a look at the UK site here http://www.judgementindex.co.uk and the American one here: http://www.judgmentindex.com

The Judgement Index Branding

If you need help launching a new service, product or brand get in touch and we’ll see if we can help.

bookmarks