Category Archives: Advertising

Making The Most of It

Credit to the Marketing Team

Got to give it to mX magazine for quick thinking and ingenuity.

During Sydney’s torrential downpour the MX team came up with this little marketing plan.

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The caption reads “grab two copies” … Very nice way to increase distribution.

Then to top it all off they even provide handy hat making instructions.

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Love the ingenuity, the community service and the quick thinking marketing guy who threw it in the paper.

Wish I’d left earlier while they were still handing them out to see if the distribution crew were involved in the marketing ploy!

Nice work mX!

The Online Gold Rush

“If you build it, he will come.”

If you build it he will come

What a great line from the movie Field of Dreams.

It started with a whisper and continued until Costner took action.

It’s up there with Evan Almighty! Building a modern day ark.

Though both seemed extremely quirky, at least in Hollywood, they worked well.

There’s Gold in them hills

Concerning though, is why is the same thinking taking over in the online world?

If you build it, they will come!

Build a website … and just try stopping the hordes of browsers, hits, and enormous business success achieved by your online foray.

I don’t mean to be skeptical, but if this were in any other industry it would be called a scam. Set up a website and your business could go Global! (Or ad campaign go viral)

It’s like setting up a five star luxury hotel out the back of Bourke and expecting to book out the opening night.

Your online strategy needs to be thought out like you would for your operations strategy or your sales strategy. Why is it that we’ll spend hours, weeks coming up with a mission statement – but chuck up any old website and think we’ve achieved our web strategy?

Before you embark on an online strategy how about consider the following:

  • What’s your purpose?
  • What’s your expectations?
  • What’s your budget?

Having a well thought out purpose will go a long way to actually gaining an outcome

Not every business warrants a Facebook page, or a Twitter feed, requires a multimedia channel. Coupons, scoopons and Groupons don’t suit all businesses, nor do blogs or Vlogs.

What does make sense for business is to understand the minefield of Internet terms, various factors that will help to achieve your purpose.

Food for Thought

Don’t expect to put up a website and generate immediate traffic. If it were that easy to be at the top of search results wouldn’t we all be there!

Good results in search engines are not achieved by a static website that lies dormant for the next few months, even years. No advantage is permanent – gaining rank in major search engines requires constant attention, updates, fresh content. Understanding this may help temper your expectations – how many hours a week do you really want to spend online?

Backlinks. If you don’t know what they are Google it. Lots of them, even better if they are relevant.

Treat your own strategy like a spiders web – everything needs to be interlinked: from your Facebook page, to Twitter feed, to your LinkedIn profile. All roads should lead to Rome (your Website) but also intersect each other.

A Successful Online Web Strategy

To succeed on the web relies on being active, not only on your own website but that of others.

Keeping active in LinkedIn groups, Facebook page updates, Tweets, joining related forums, blog entries, comments on others blogs.

Like business in the “physical world” gaining relationships and networking with key people online makes sense in the virtual world too!

Can Small Business Compete?

dLook's new iphone appWith the proliferation of mobile apps, smartphones, tablets and cloud computing the rules of engagement have changed.

No longer is it just sheer size and might, but ingenuity, access and consumer adoption.

Big brands now have to legitimately compete with the SME’s – who have suddenly achieved a level playing field with online access and equal potential to become a public star!

Take a look at some of these headlines:

Apple trumpets 15 billion App Store downloads‎ – Computerworld

15 billion apps! And the app store has only been around for three years now. People ignored and then laughed at these predictions, now they say they knew all along.

So will there now be tens of trillions of transactions performed on trillions of apps in the next decade. Speaking of trillions of apps by 2020 is realistic, if you extend these predictions into the future…

IDC: App downloads to top 182.7 billion in 2015‎ – Mobile Business Briefing

Whether it’s a trillion by 2017 or by 2020 is probably the biggest question…but a trillion apps?, and the predictions are based on linear growth; which I believe will not be the case!

iOS Owners Buying 61% More Apps This Year, Paying Higher Prices‎ – ReadWriteWeb

As people see the value in free mobile apps, they trade up to more and better usage apps. The skeptics will (still) tell you that there is no money to be made in apps, that apps were all a fad. Yet the revenues in the industry are exploding. And speaking of exploding revenue growth…

Analyst: Apps To Bring In $14 Billion Of Revenue Next Year – paidContent.org

Revenues to go from zero to $14 billion in a handful of years. What other market has shown that kind of revenue growth in the history of industry. Next the skeptics will say that revenues are already peaking…

App store revenues to hit $37bn by 2015 – Canalys‎ – Total Telecom

This article points to a near tripling in revenue over the next four years which is @ NetSpeed in any ones language. (The $37 billion number may well turn out to be too conservative).

It’s not just apps though…there are lots of feeder companies to this industry that will see huge growth as they facilitate the growth of Smartphone/app/tablet/cloud future. What will this mean to economies around the world; and more importantly to global investment in the companies forging this trend?

Mobile Payments to Reach $633B by 2014 — GigaOM

These kinds of trends and numbers signal the new economies that will drive growth and jobs. The impact of all of this won’t just be felt by the companies driving this future like Apple, Google and even Microsoft, all of which I think are keystones in their respective ecosystems. However as change picks up at an ever increasing pace, individual enterprises and even discrete demand supply networks might not survive; but the complex web of relationships that exist between and among business ecosystems, will not only survive but they will flourish.

And the adaptable business enterprises, who can flex into this future, will be the ultimate winners; a bit like the natural evolution of species.

Feeling a bit sheepish

Sometimes I feel like the urge to baa!

Is it only me or can others see that our lives are so often lived like we are part of a flock of sheep?

Shepherding SheepWe go through the daily motions and routines – work, chores, travel, even hobbies. We live in circles of friends that become our flock. Oh and if that gets muddled we become like chickens yelling the sky is falling!

I had to explain to my daughter about social norms, the acceptable bounds of society. As long as you remain within these boundaries, the “socially acceptable” then life can be plain sailing – analogous to feeding on pasture.

Pushing the Social Norms

I love the show Shaun the Sheep, a children’s cartoon. The sheep, at least one of them, bucks the system, changes the rules and doesn’t conform to the status quo. If you haven’t seen it do yourself a favour and check it out on YouTube: Shaun the Sheep – “off the baa“.

Pushing Social Norms

Life tends to be much more normal than Shaun’s! Though I find it remarkable that even those that do live outside the social norms tend to surround themselves in enclaves of like minded people. Hey nothing wrong with that – it’s only natural. But seems amusing that while trying to live on the edge you find the place to fit it

Who’s the shepherd?

Dan Perez posted a blog on Captain Smack and the Blogging Matrix. It captured the moulds we tend to fit into – the rules set by market leaders who shepherd our way through the blogging matrix.

But who is setting the rules? Who are the market leaders? Who’s the shepherd?

What type of blogger are you?

All these rules, societal expectations have got me thinking about the importance of blogging, its merits, the platforms we are taking and, in my humble opinion, I came up with three types of bloggers:

  • Those who shift the paradigm
  • Those who comment on the paradigm
  • Those that are promoting the paradigm

We’re all here for some sort of profit, whether to influence our social circles, to observe and share our views or for financial gain.

So which are you? Are you an influencer? Or being influenced? Are you shaping thoughts or being led? And if so, who is it that is leading you? Where are they leading?

The Final Word

T D Jakes always finishes his video casts with “The Final Word” – which seems apt, for part of what spawned all this thinking was who is leading me? What am I allowing to lead my life? My thoughts and actions?

There’s a passage in John 10:11-13 which addresses this. Through it you can truly assess whether what or who you are following is worth your attention.

Brand Stickiness

If you are selling something, whether a product or service, you hope for repeat business. For customers to come time and time again and repurchase … but what makes a brand sticky? What brings a customer back?

An article I wrote recently, Sex Attention – looks at how the music industry sells itself and its artists. The focus was Sex Sells … but is it Selling Us Short?

So much effort is put into the casing, the shell, packaging, the box … so much emphasis on the outer wrapping but does this create brand stickiness? After all, at some point you’re going to open up that box, unwrap the packaging and reveal the product inside.

In this age of advertising overload are we still open to the obvious marketing methods of scantily clad women, glossy packaging, flashing banners, “sale” signs? Or, a little bit like bacteria becoming immune to antibiotics, are we becoming immune to the traditional methods of advertising?

Now for a TV commercial to gain traction it really needs to stand out. I recently caught the Vegemite commercial and thought it was clever, not sure what message it sends about Vegemite, or even if it makes me want to go out and buy it … but it was still pretty good!

Viral Marketing

Then there are the viral marketing campaigns, like Old Spice or John West. The elusive, the desirous video, blog post or marketing blurb that attracts masses of consumers and puts your brand within reach of potential customers everywhere. Funnily enough, came across a fairly under watched video on YouTube, it discusses ideas, offering tips and examples of stuff that’s gone viral – Viral Marketing: Expert Tips, Ads and Examples.

At dLook we are an under recognised brand – we compete with some fairly large ones and have started to consider this whole branding strategy … do we hire a hundred dancers to do an impromptu rendition of Tap Dogs in the Botanic Gardens, or maybe a whole group of performers singing Roxette’s “She’s Got d Look“?

Brands that Stick

But, really underneath the wrapper, the brand, it’s still about the product, the service. What use is it gaining huge traction if you can’t deliver. Like the Christmas tree that sits in the shopping centre, a huge array of seemingly wonderful presents that turn out to be empty boxes.

Creating a brand that is sticky relies on real integrity, delivery, service. In this age of open communication, brand awareness can be attacked in seconds, unless you have brand integrity, brand stickiness, then you are at the mercy of a few vocal dissenters.

Creating a Sticky Brand

For what it’s worth here are a few thoughts on creating a sticky brand …

  • Fix your foundations – you need to sell, cash flow is king – but if you are spending time on marketing make sure you are spending time on your product. Make sure you have a product that scales.
  • Fix your processes – there are only three process flaws; a weak link, a missing link or a broken link. Identify them, prioritise them and start working on them
  • Get the right team – Jim Collins Good to Great talks about getting the right people on the bus. With the right team you can pretty much do anything.

Sticky brands are like sticky hands, you got to keep changing because the stickiness wears out! No advantage is permanent … when you get to a place where you are content, CHANGE EVERYTHING!