Archive for the 'Brand Loyalty' Category


And it Has Changed…Again.

Just when we all have gotten used to the “new” look of Facebook, the beast has evolved once again.

It seems that Facebook is trying to keep people on their toes with the endless face-lifts, and while most of us struggle to figure out how to simply maneuver to view photos, businesses are using the new Timeline to their full advantage.

How you ask? Here are a few perks of the new Timeline that will get your company ready for the switch:

  • Cover photo and profile image

Instead of just one small image to represent your brand, you can now also use another image as your cover photo. This photo spans the top of your page and is the background for your smaller profile image.

  • Large pinned posts

 Timeline will not allow you to create a default-landing page, however you can manage the posts that appear on your wall.  By moving a pinned post to the top of your wall, you can keep the most important and intriguing information and images in the forefront.

  • Ability to set company milestones

 The Milestone section of your Timeline can update your fans about big events in the life of your company.  People can visually see the history of your company and relate past experiences to themselves and other companies similar to you.

  • Facebook Offers

 Similar to the Facebook Deals seen on the old Facebook format, the Facebook Offers are sent out to your fans via the news feeds.  Not only is this more visible, but it is more personable when they click to claim the offer and it is sent directly to their email.

Whether you are a new company or a mature one, the new Timeline can help to increase awareness of your brand and expand your network.

Give it a go, and let us know how the re-facing of Facebook is working for you, or if you need help adjusting- give us a call!


Creating Relationships with Consumers

What does Coca-Cola mean to you? It is not just a big brand, Coca-Cola understands  how to connect with the heart of buyers. Their marketing campaigns WOW. They spend marketing dollars by giving back to customers and create a strong relationship with their audience with various unconventional marketing efforts.

Imagine a college student wants to get a coke from the vending machine but ending up getting more than she bargained for. In Coke’s most recent campaign, students get flowers, pizza, and even a huge sandwich from the vending machine. The Coke machine dispenses more than Coke product, it dispenses good will and happiness.

The viral nature of the happiness machine encourages consumers to create a true relationship with Coke. By establishing good will with consumers, especially in emerging markets, consumers will choose Coke because they like the brand – not to mention the taste.

Check out the rest of of the campaign’s viral videos here:

What do you think about Guerilla marketing? How would it help your business get more attention? Tell us what was your favorite unconventional guerilla or viral marketing campaign was and share with us on Facebook at Weise Communications, follow us on Twitter @Weise_Ideas.

Thanks to Duysal Ekinci for her help with this blog entry.


Social media tips and tricks – Twitter

Today, there are 75 million Twitter accounts, about a quarter of the U.S. population. That’s comparable to the number of adults with cell phones in 1999. And if the growth of Twitter is anywhere near that of cell phones, it is time to gain a clear understanding of how you and your company can use it. Here are some down and dirty tips to be mindful of when using Twitter.

Twitter etiquette is imperative when talking to others via Twitter. Here are some things to remember:

  1. When you are first getting started, consider following those people who follow you. This is a great way to build an understanding of how Twitter works and who is interested in what you have to say. This will also help you narrow what information you want to read about on Twitter and what is just spam.
  2. Design tweets that when retweeted don’t cut off your tweet or link. This means writing in 120 or 130 characters instead of 140. Often if your tweet is too long to retweet, people will not retweet it or the meaning just gets lost.
  3. When you are tweeted @, respond. When an @ symbol appears before your handle, that means the comment is specifically directed at you. Responding to these mentions is a great way to get noticed and just polite. Also, look at your other mentions and involve those talking about you in conversation with you.
  4. Be thankful for retweets (RT) and respond with thanks.
  5. Follow up with all direct messages quickly.
  6. Include links in most, if not all, of your tweets. This allows you to track which tweets get the most clicks and thus learn what your followers are most interested in reading from you.

The use of Twitter aggregators, like HootSuite – which is what @Weise_Ideas and @HutchH use, can make distinguishing the streams, mentions and direct messages quick and easy.

Good luck in the Twittosphere. Let us know if there are other helpful tips you’ve come across.


A case for social media in healthcare communication

Organizations that go looking for reasons not to engage in social media are going to find some, especially those in the healthcare arena. With an uncertain regulatory landscape combined with the loss of control of messaging, taking the social media plunge can be a scary step. Despite the lack of direction from regulators, many healthcare organizations have taken the step into the unknown with great results.

Johnson & Johnson’s social media campaign to promote the Acuvue disposable contact lens is a smart one. With a Facebook page dedicated to the brand and more than 25,000 followers, the corporation can speak directly to people who wear the contact lens as well as provide them with product updates and health information. To add to this Johnson & Johnson uses a Facebook application to remind wearers they need to change their lenses on a regular basis. By setting up these auto-reminders, wearers will not only have a better product experience, but they will have to re-order more often. Building the relationship with current clients will help Acuvue build its client base and expand it.

Glaxo Smith Kline’s product Alli, a FDA-approved weight-loss drug, uses an integrated social media approach with Twitter, Facebook and YouTube working together to provide health information to potential customers. Here Alli is really using their customers for consumer insight. By providing a space for feedback, offering surveys and encouraging users to share their stories, Alli gains understanding of its customers and their interests. This information helps Alli target its outreach. By creating messaging to address client concerns and posting information directly related to these concerns, the pharmaceutical company shows customers it cares about them. This leads to increased sales for Alli.

Another example of the healthcare industry using social media to its benefit is the Eating Disorder Center of Denver. By promoting better body images and using its patients’ self-affirmations, the Eating Disorder Center of Denver has been able to speak directly to those in need of its services and offer them a solution to their problem.

The bottom line of social media, and communication in general, is that you need to be active where your customers are engaged. And the best way to find out where they are online is to ask them. If your customers are on Facebook, than you need to engage them on Facebook. You need to find ways to create genuine connections and whether it’s helping them through a tough day or reminding them to change their contacts, you are creating something greater – brand loyalty.


Steve Hayden: Product Focus groups are Silly

Last night here in Denver, while listening to Steve Hayden’s talk From Big Ideas to Big IdeaLs… (that’s an entirely another blog on another day)…Steve talked about a campaign for Shreddies, the Canadian version of Shreaded Wheat here in the U.S., that used a focus group to learn more about the new Shreadies product, DIAMOND SHREADIES. As you’ll see, people in focus groups are very polite people and will provide the desired response even if obviously wrong. This “focus group” video was then posted on YouTube and was viewed by almost a million people, that’s a lot in Canada, and sales ‘went way up beyond expectations’ after this and the new “Diamond Shreadies” campaign broke. I agree with Steve. It is silly to use focus groups to gain insight into the effectiveness of an ad or when your questions in the focus group lead the people to the answers you want to hear.

See for yourself.

Focus Group Video

Shreddies Commercial

Also, 81 Facebook pages and over 280 discussion groups have been started on this topic of Diamond vs. Square.

Steve Hayden is one of the most revered advertising copy writers since the mid 1970’s. He’s most respected for his “1984” commercial for the introduction of Apple’s Macintosh computers… an ad that only ran once during the 1984 Super Bowl, and most recently the “Real Beauty” campaign for Dove.


“It’s the database stupid.”

COLLOQUY published a report earlier this year titled, “The Consumer Inside.” The report, made available on the American Marketing Association’s Web site, focuses on the importance of building brand loyalty among customers in the business-to-business market segment.

The author, Rick Ferguson, introduces the report by explaining the origins of the now infamous Rolodex. “This information allowed salespeople to fashion themselves as walking versions of the ultimate B2B value proposition: I both understand your critical business needs and know something about you as a person.”

He continues by declaring “it’s that latter part of the equation that’s still missing from most B2B marketing efforts. Particularly in the small-business market, loyalty-marketing efforts that focus solely on the hard-benefit side of the equation still predominate. What’s missing is the human element.”

So how do we as marketers develop CRM programs that focus on the latter? How do we help our customers prove that they know something about their customers?

Ferguson suggests that we start “by building a loyalty platform on a strong foundation of customer data—and leveraging that platform to identify, understand and influence the consumer behind the account number.”

Identify. Understand. Influence.


Ferguson brings up a point we commonly experience in client strategy meetings. The importance of identifying key decision-makers, and how there is not an approach that will work the same for every business-to-business customer we are attempting to contact.

Ferguson offers three different techniques for identifying these decision-makers:

1. Give them some face time.

2. Launch a B2B loyalty program.

3. Use Web 2.0


While it may seem commonsensical, business-to-business marketers must truly understand their audience before they can create messaging that appeals to their customer’s unmet desires in a vendor. According to Ferguson, “It’s the database, stupid.”

My enterprise software sales experience taught me to appreciate the value of customer information. And that value goes far beyond knowing their mailing address and job title!

But, how do we create a database that has the “right” information for a particular business-to-business segment?

Below are three keys to creating a quality database:

1. Treat you database as an asset.

2. Thou shalt not live on transactional data alone.

3. Become a data conduit.


Now that you have identified decision-makers and created/improved your customer database, it’s time to influence your audience. Ferguson suggests that “behavior change typically manifests itself in one of three ways: you encourage them to buy more often (frequency), buy more stuff (value) and stay longer (retention).

Ways to enhance your influence:

1. Implement the Gemini Effect.

2. Leverage the power of the network.

3. Seek strategically-aligned partners.

Ferguson and COLLOQUY put forth a tremendous effort creating this resource. It really rang true for me because we are constantly looking for ways to improve our clients’ relationships with their customers. My previous enterprise sales experience may have created a bias, but I believe most business-to-business companies will need to focus the majority of their efforts on identifying and understanding their audiences. Being influential in a prospect’s life should be a natural progression after a company masters the first two steps.

I highly recommend that you read the full version of the COLLOQUY report, and that you share this with your business-to-business colleagues.

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