Remember that weighing a turkey won’t get it cooked. Measurement alone serves no purpose. We’ve touched on this before: yes, you need to measure data to note improvement or see what isn’t working, but the data you collect has to have a point and it has to be...
If you’re doing well, it’s easy to fall into the trap of becoming a bit arrogant – you think that what you’re doing has to be right because at the moment, it’s working. But what about the future? Instead of guessing at your next step, or just letting it happen, it can...
Top Tip: Reducing the words you use in your subject line can help open rates increase. Don’t blather - you just want the person getting the email to be interested enough to open it and follow the call to action. Remember to say clearly who you are and what the email’s...
Doing something 90% well is good enough. Do not strive for perfection - strive for communicating, communicating again, and then communicating again. If you aim to get something 90% right, then you will have planned, acted, done it, learned, and moved on to the next...
Marketing is about Attention, Interest, Design, Action and Reaction. Or…AIDAR…and no, it’s not some strange version of a Verdi opera. It means: Attention - we need to gain attention and be noticed Interest - we need to provoke interest Desire - we need to create...
Remember that you are not the audience. All that matters, is that you are useful to your audience - and you are not them - and no matter what they claim, no marketing agency is either - so don’t take your marketing for granted. We all work in our own bubble, so you...
Marketing is a game of consistency and persistence, you have to get going and keep going. Consistency is defined as ‘the quality of achieving a level of performance which does not vary greatly in quality over time’. Think about it. You could probably see an advert for...
Marketing is like going on a date – our whole approach to marketing is based on this principle and we use these stages we are going to use to break down marketing into manageable Before the date - Hygiene Factors - make sure you look presentable, have things to say...
Marketing impacts every point of your business: any decision that affects what products you sell, who to, and how, is a marketing decision. If you don’t have marketing, then how do you increase awareness of your product, how do you make it visible to a larger...
Keep asking yourself – so what? Whenever you think you have a great product, a piece of copy, an ad, do the so what test? Ask yourself, what does that actually mean to the customer? What outcome do you want it to produce? Yes, you know that in every element of your...
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This is a very interesting example of low cost, artisanal, low-branded marketing.
You have to watch this a couple of times to realise it is in fact sponsored by a brand, and is a piece of clever advertising. For a budget of $1,500 it has gained huge attention - over 130,000,000 views - and national TV coverage in America.
It's an example of a marketing movement for the artisanal and the low branded which plays on an increased distrust of large brands. It resulted in a 1,400% increase in sales and a 15,000% increase in website traffic for the brand in question.
If you are in Crewe or Chester, it's worth checking out Hickory's Smoke House.
If you want to experience somewhere that as taken its own brand very serously, then it's worth going to the new Hickory's in Crewe (or the one down by the river in Chester). They have a popcorn machine brought in from America, a smoker that smokes the brisket for hours and a mini cinema for kids to watch Frozen on while you eat. They import tonnes of hickory wood every month to get that authentic flavour. Their ribs have been developed to be as authentic as you can get and they have developed their own range of sauces, even the hottest of which tastes great.
Now, I only got to try a piece of the brisket, but to be honest the food is secondary to their brand (for me, not for them obviously). The attention to their brand, and what they stand for, and therefore what they do, is fascinating and it's well worth a visit just to see. How they touch the customer at every point, the thought into the outside area, the first thing you see and how they manage and tailor the customer experience is worth noting.
And, this is a great book on word-of-mouth marketing, which if you haven't read is well worth the time - 'Talk Triggers' by Jay Baer. It seems to me that the team at Hickory's have read it, absorbed it and taken it to heart.
Hustle and Float.
An interesting idea about productivity, it apparently comes from a white water rafting term where to have the perfect ride you need a bit of hustle, and a bit of float. Times when you are paddling like mad, making decisions and responding quickly, and times when you need to let the river carry you along.
We've been sold the idea that we have to hustle all of the time, we have to be paddling hard and in control all the time. The idea here is that in order to be productive we need time for reflection - time to let things happen. It's interesting to consider when was the last time you took time to float, when your company reflected on what it had acheived, and spent time thinking and planning - floating not hustling.
This guy is a bit extreme in some ways, but well worth a listen.
Mitch Joel says, 'Douglas is back with one of his most compelling pieces of work. It’s not (really) about the media… it’s about us. It’s about our need to “find the others” and figure out how we – as a team – are going to work in this ever-technological world. Humans feel more isolated and repressed than ever before, and it’s going to take teamwork to pull this all together if we don’t want to lose out to automation, robotics and algorithms.'
The thing that stuck the most with us was when he said that social media makes us think of other people as adversaries, rather than adversaries as other people . Anyone who has been on our training courses will know I am relatively cynical about most social media, so this comment really stuck in my head.
Marketing’s ‘faux-feminism’ problem on International Women’s Day
There is much hypocrisy in the marketing world. Some examples are the ad campaigns that some companies run for occasions such as this week’s upcoming International Women’s Day.
51 Questions to Optimise Every Element of Your Online Copy.
Optimising your own copy is a bit like scaling Mount Everest without a Sherpa. It doesn’t matter if you’re in shape: if you go it alone, there’s a pretty good chance you’ll end up a crumpled human popsicle.
If you are in Chester, it's worth checking out CHIP'D - a good example of a company that seems to be capitalising on 'talk triggers'.
Having had a very disappointing experience at 'Five Guys' with their complete failure to live up to their 'word of mouth marketing' mantra and only giving me a pathetic portion of mediocre chips, I found this company up Northgate Street in Chester (through a post they had got on Cheshire Live). They are great example of doing one thing well, over and over again - they just do chips. From a pure marketing perspective their product quality is enough to generate word of mouth in itself, but its worth popping in and seeing what they do, from having a chip cutting hand press in the window, to the tossing of the chips and salt in a large stainless steel bowl in front of you, they have put a high level of attention to everything.
So, not only is buying chips from them supporting a local business, there are things we can pick up from them about the customer experience. Their packaging is great too, so you carry an advert down the street - not for long in my case - but still I got as far as the cathedral.
From their site: 'We love chips, you love chips, everyone loves chips! That perfect chip is a real treat but can be so hard to find with so many bland, watery, frozen, tasteless chips around. We use a variety of potato which is recognised as the best in the Netherlands, we use the Dutch twice fried method, we cook them on a Dutch built range and we top our chips with amazing tasty Dutch sauces.'
Eleven Questions you can answer on social media.
After reading a number of recent books on social media, and reviewing how we plan and deliver our services, we have developed a list of eleven guiding questions, or points, which we can use to direct the content on social media.
• What is going on in my business?
• What do I want to sell you?
• What is it like working here?
• What is genuinely useful to you?
• What else will you be interested in?
• What will you want to see?
• Who else buys our products?
• What about me?
• What do we stand for?
• What will our products do for you?
• What are other people saying about us?
The mix will vary from business to business, and where you share it will depend on the media (we may do more 'what is going on in my business' on LinkedIn for example), but its not a bad start to see in an average month how many we cover.
Fyre may have been a complete rip-off, and an example of the power of social media to make and break a brand, but the branding is amazing.
The high point to me is the social post of a deconstructed cheese sandwich.
But the branding, the logo and the video are all worth seeing: they are compelling stylish and convincing.
Lots of people are still 'ignoring' GDPR - or at least, think they are compliant and so don't need to do anything else.
We have been doing quite a lot of training with small businesses recently and have been talking to a lot of companies who think they are compliant and those who to be honest, don't really want to become compliant. A few people say they have done what they need but if you look at their websites, their privacy policies haven't changed. We have heard that the ICO is currently swamped with 'data breach reports' and so can't really get out of the office, but for most companies it's still worth the day's work it would take for you to become compliant. Anyway, we think it's worth occasionally looking at the ICO site to see what fines they have been giving out.
While for most people a visit from the ICO is very unlikely, a fine of £1,000 or even £500 would be a very bad day .
New Facebook Group Management Tools on Social Media Examiner.
Facebook Introduces New Formatting and Management Tools for Groups: at the Facebook Communities Summit, Facebook announced a number of new tools and improvements that will make it easier for admins to maintain, manage, and engage with their communities.
Focus on Better Design, Not Better Marketing
IKEA’s former head of design argues that too many companies hope that clever marketing will save them from poor design. It’s a backwards approach that good businesses should rethink, Marcus Engman told attendees on Wednesday at the Fortune and Wallpaper* Brainstorm Design conference in Singapore.
Consumers would not care if 77% of brands disappeared.
The majority of big brands are irrelevant in consumers’ minds, says new research from Havas Media. The agency’s ‘Meaningful Brands’ study – which is based on 1,800 brands and 350,000 global respondents – has revealed that consumers would not care if 77% of brands disappeared.
22 Brutally Honest Landing Page Critiques.
At least none of my work is featured here, but it's sobering to see some of the things we do/have done appearing in his critiques.
Here are some really good examples of welcome emails, which might give you some ideas.
21 Best Welcome Email Examples to Engage Customers - if you scroll down the page on the site there are 21 interesting email examples, ranging from AirBNB to Starbucks. The designs are clean, simple and in most cases easy to do in any of the usual email marketing platforms. A welcome email is a good start to an ongoing customer relationship.
What is ‘Answer the Public’, and how can we use it?
Answer the Public is a tool that allows you to visualise search queries, helping you to see exactly what your target audience is looking for – basically it performs an automated autocomplete. It fetches and maps the keyword suggestions/predictions that you see when you perform a Google search. So, when you type in a search term, Answer the Public shows the most common questions that have been searched in relation to that term.
How to Create Copy that Sells.
I’ve just listened to a really interesting podcast hosted by Michael Stelzner and Ray Edwards on Social Media Examiner, and while I don’t necessarily agree with it all, there’s loads of stuff to think about that we could find genuinely useful when it comes to writing copy.
We know that basically, copy is persuasive communication however we do it (blogs, email, press releases, ads, etc.) and the point of it is, and always has been, to get people to engage with your words which then get them to act in some way.