Some time ago I planned to write an article about the increasing importance and value of Event Marketing. I planned the headline and the picture as I do to get the story in my head as i do every time, when I start thinking about what I will write about.
But this is not the article I planned to write on why Event Marketing needs to be a key component in every brand building and sales campaign these days.
The more I thought about the importance of Event Marketing and adding High Touch in a High Tech world was important I realised most EVENTS are missing some key components and we have not changed the basic way we do events of all types in business. The two key elements overlooked or lacking for all manner of reasons, not the least of which is we avoid things that are new and disruptive, are Event Media (as opposed to Marketing) and Event Presentation (as opposed to Production) …. as they just become part of the Marketing or Management and don’t get the focus deserved these days in a much changed world because they get squeezed out in a largely operational budgeting exercise. Continue reading Seduce and Enjoy – Engaging and Entertaining your Audience
Barely a day goes by without someone telling me they can help me get my site listed on the first page in Google via SEO, SEM etc etc
It is reasonable that in business we are obsessed with getting onto that page for our category of business in Google otherwise we may become invisible so we fall for these promises all too often.
Lets face it Google is an Ad Company they have no interest in your site ever being found unless you buy an ad (AdWords) from them. So they make it hard as possible for anyone to work out how to get found without advertising ….so don’t waste your money on people they say they can do it and spend it where it will get results.
As the number of websites continues to grow achieving this and standing out from the competition gets harder and harder and creativity becomes more and more important. So I repeat don’t listen to people that say they can do what you want as they are selling the same story to your competitors too.
Anyway given Google is the new Yellow Pages do you really want people looking for you on a page that features your competitors too or do you want to be unique.
In a recent post More Than A TV Commercial I talked about how we linked TV ads to the Website via a repeated call to act ….. and also the use of a unique and memorable domain name … The aim being to stop prospects searching generically based on what the business does and remember a catchy tag line instead.
Recently we have seen the proliferation of the hashtag and I see them as another means to make sure you get found.
What is a HashTag all about? Well according to Mashable.com
Hashtags are those short links preceded by the pound sign (#) — may seem confusing and unnecessary. But they are integral to the way we communicate online, and it’s important to know how to use them
On Twitter, the pound sign (or hash) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. So, if you wanted to post about the Breaking Bad finale, you would include #BreakingBad in your tweet to join the conversation. Click on a hashtag to see all the posts that mention the subject in real time.
Now we see them everywhere on the backdrops for interviews on the red carpet at the Oscars through to weddings to ensure all the pics taken can be seen by all.
TV has been leveraging Hashtags for some time now to have viewers talk about shows while they air. And now there is talk about tighter integration between Twitter and TV
Given it can be a powerful search facility and it can be as memorable as you can be creative it is important for business to focus more on Hashtags.
Slogans and TagLines should be in hashtags and through common use the brand can own the Hashtag.
So just as it was once vital to register a Business name and trademark etc it became just as important to do the same with relevant domain names and Social Media handles in Twitter etc now its about HashTags.
They are informal there is no registering its all about usage so just decide on the best ones for you and start using them everywhere.
If you use a tagline for your web address and you should if its memorable then make sure you use it often as a hashtag too,
And now that is proving to be very true as marketing is becoming the most technology dependant part of any business.
As a result many businesses are developing new roles to bridge the Marketing – Technology divide. This role known as Chief Marketing Technologist will, I believe, play a key role in the future as they need to be:
Part Leader and Teacher
Having spent my formative years in DP/MIS/IT and most of my working life in Marketing and Sales I can clearly see why this role is vital. And if it’s not a full time role, every business needs this kind of expertise in house.
For too long the fear of technology and confusion about terminology have held too many businesses back and in some cases it has the technologists to blame.
In the early days just like lawyers and accountants we developed a language and style that made what we did look hard and confused our customers to keep our value up and make sure we kept control.
Some years ago I decided I wanted to write the story of Neller Software for a number of reasons … and along the way developed an approach that I think applies to writing of any modern history book in a very cost effective and rewarding way.
But why is the first question when it comes to writing a book. Well…… Neller Software has played a very siginificant role in the birth and development of the Computer Software industry in Australia
And it had played a very signifiant role in my life and development in three different periods and in three very different ways.
1, I was sent to work there by my employer at the time Chrysler Australia to help complete a Payroll system we had bought
2 As an employee who went there as a techo and came out a few years later as a marketeer – an Analyst programmer who went on to become Product Manager
I recently modified the saying – “If you always do what you always did …you will always get what you always got…… ” to
If you always do what you always did you will always get what you always got…….but not for much longer
The rate of change is so rapid now that even standing still is a bit like going backwards used to be. As such it is more important than ever that people in business are not only open to change but ready to embrace it and leverage it.
Quite often when I talk to people and they tell me about the things that used to work for them or still do ….. or even perhaps they plan to go back to….I ask them if we are talking BF — Before FaceBook…. less than 10 years ago!!
I think BF is a great milestone as it is more recent than most think and it was a defining moment in terms of the way people in general see and use computers…and communications in general.
When I first heard the term Prisoner of The Proven it really resonated with me as it summed up so much of what I hear from people who don”t want to accept the world is moving rapidly and the things that used to work may not work for much longer. Continue reading Are you a Prisoner of the Proven?
For as long as I can remember I have been highly cynical of Testimonials posted on websites …. in fact the more a business has, the more cynical I become. Generally they either feel like they have been written by someone like me for a client or written by a real customer struggling to not speak in marketing babble.
As such I have avoided where possible using Testimonials for my clients unless I can find ways to add credibility – inclusion of a real picture for example. And more recently I have dropped the term Testimonial and adopted the term Memories … a much softer and, in my opinion, a more genuine sounding description.
Of course the memories are always good ones.
In line with this concept we have recently developed a new Campaign for our client Property Asset Planning. For some time we have used the website address FindOutTheFactsNow.com as a slogan across all of our campaigns to imply that unlike our competition we deal only in the Facts.
But in an investment business that talks about reducing tax and increasing wealth it is not possible to substantiate some of the facts in a manner that is acceptable to CAD – Commercials Advice service which provides classification and information services to advertisers, agencies and production houses in relation to television commercials and infomercials and effectively governs what Free-to-Air TV stations will run.
As such we decided it was best to use the memories of our clients to tell the real facts that we wanted to convey to the general public in a series of Television Commercials to air on Network 10 over the next few months. Continue reading Forget Testimonials – Think Memories