Archive for the 'Mobile advertising' Category

04
Mar
13

Top 10 Things We Learned at the IFA Conference (Part 2)

In Part 1 of our Top 10 list, we shared franchise industry insights Tracy and I learned at the International Franchise Association (IFA) 2013 conference in Las Vegas. Today, we are rounding out our list with the marketing takeaways.

Kate Upton says that Carl's Jr. sandwich is spicyOne of the strategic marketing concepts that we thought was astute came from Andrew Pudzer, CEO of CKE Restaurants, describing the Carl’s Jr and Hardee’s ‘Young Hungry Guys’ target market. Andrew discussed at great length the Aspirational target market vs. Direct target market. This has manifested itself into a regular SuperBowl ad with some of the ‘it’ girls of the day. Last year’s ad was one of the most talked about after the big game and featured Sports Illustrated swimsuit issue cover girl Kate Upton. You might think we mentioned this to give us a reason to feature Kate Upton in our blog, you might be right.

Here are the five marketing takeaways from IFA 2013:

1. 25 – 29% of ALL Internet traffic comes from a mobile device. The percentage is continually increasing. Businesses that choose to ignore creating a mobile optimized site or developing a mobile app are going to be in trouble. Consider this: if you gave a bad experience to 1 out of 4 prospects, would you fix the problem?

2.  SEO Killer: less than 1% of franchise business listings are accurate in the top three search engines (Google, Bing and Yahoo). It may be as simple as inconsistencies across business locations. I searched “UPS Store” and found these four results on the first page:

        • theupsstore.com                       –>  Thornton, CO
        • theupsstorelocal.com/2579      –>   Denver, CO (7th & Broadway)
        • shipgeorgetown.com                –>  Georgetown, TX
        • fsups.net                                  –>  Tallahassee, FL

3.  The overwhelming majority of franchisors we’ve met do not have the patience for social media. They keep talking about wanting some old school reactions instead of engagement, sharing or interactions. This attitude must change or Millennials will focus on brands that understand.A lack of consistency with the URLs means a more generic search like “package shipping” won’t include UPS Store locations. In fact, the search returned a US Post Office, 2 FedEX office locations and 1 DHL location.

Equally important point, do not hire interns or entry level newbies to “do” your social media. Being a digital native does not make someone a social media expert or marketer.

4. Google is working with the IFA to make Google more franchise-friendly. This is a important development for concepts that are not brick and mortar.

5. We’ve heard of success across different franchise systems using a retargeting program. Retargeting keeps track of people who visit your site and displays your retargeting ads to them as they visit other sites online. Every time your prospect sees your ad as it follow them, your brand gains traction and more recognition. This Kate Upton Carl's Jr.has resulted in higher click-through rates and increased conversions.

All interesting stuff you say, but we know you want more Kate Upton. OK, we get it.

Let us know if you think we missed something. Share your thoughts about IFA with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

06
Feb
13

“2013 Health Care Advertising: Looking for Answers”

Here is a preview of my featured article,”2013 Health Care Advertising: Looking for Answers, seen in the February issue of The Review.

To read the entire article, click here.

With the future of health care evolving, consumer behavior and attitudes must be examined. Weise Communications Co-founder and President Tracy Weise offers her top five suggestions for health care advertising and consumer engagement for 2013.

1.            Create Medical Communities through Social Media

Hospitals and health care systems can optimize outreach to educate consumers by moving beyond corporate websites and creating a strong social media presence via social media sites, blogs, referrals and webinars.

2.             Increase Engagement with Mobile Media

As more consumers utilize their smart phones and tablets for Web browsing, medical apps will allow consumers to order medication, set appointments, learn about health initiatives and obtain the contact information of health care institutions.

3.            Take a Broad Approach to Community Wellness

Online and offline advertising communication messages featuring, “well care” not just “sick care” will motivate consumers to take control of their own health in order to decrease hospital readmissions.

4.            Be Keenly Aware of the Competition

In order to prevent patients from traveling far and wide seeking optimal doctors and ideal medical costs, health care advertising can lesson competition for the health care consumer by creating specific and consistent messages to target audiences.

5.            Show Sensitivity for Consumer Anxiety Through Proactive, Targeted Communications

Health care institutions can ease consumer fears of the changing health marketplace by emphasizing positive messages about health care changes, providing dedication to community health, and advocating for the most profitable health care institutional services.

 

15
Jan
13

Mobile Marketing Predictions for 2013

Mobile MarketingThe biggest change in mobile marketing last year was the push notification. Sadly, many business owners couldn’t get out of their own way and have started abusing push notification with non-critical updates. It likely started out of desperation, hoping a constant barrage of info will lead to consumer action.  Unfortunately, for push notification abusers that action is usually to uninstall the app. As a reminder, the best practice is to push info that is relevant to the user and focused on meeting their needs.

With the combination of improved near field communications and business owners punished for push-spam (is that a new term? if so…trademark!) we have compiled our list of mobile marketing predictions for 2013.

Mobile Coupons

2013 will see an increase in mobile coupons. For the business owner, mobile coupons are quicker, cheaper, flexible, convenient and always with your customer. Candidly speaking, doesn’t that sound like marketing perfection? With the improvement of near field communications, you can be timely as well. Imagine sending a 15 percent coupon for today’s special to one of your customers, at lunchtime when they walk within 1,000 feet of your front door. OK, now that is marketing perfection.

Loyalty Marketing

Mobile users will demand an overhaul in loyalty marketing. For example, Denver-based Tokyo Joe’s has an addict card for loyal customers. Buy 12 entrees and the 13th is free. I carry around a punch card for what amounts to a 9 percent discount the 7th time my wife and I go to Tokyo Joe’s. What would really be beneficial is if the loyalty card was tied to my phone. It can be a Tokyo Joe’s app or an aggregator app for loyalty programs like Foursquare.

Not only do I want to combine these programs, I also want to streamline my apps. For this blog, I checked the last time I opened a sample of 20 apps. Five of them were only opened once. If the app doesn’t provide me regular benefits, I’ll quickly become app-athetic. (is that a new term? if so…trademark!).

Social Action

The final mobile marketing prediction is a huge increase in apps adding social action widgets similar to the Facebook “like” button. Social sharing is the equivalent of electronic word of mouth marketing. As businesses get better at forging relationships with their customers in social environments, they will be able to run a sophisticated SCRM program (social customer relationship management).

Let us know your mobile marketing prediction for 2013, and if you think this will be the year of fully integrated mobile marketing. Share your thoughts with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

13
Nov
12

From Ice Cream Sandwiches to SEO

I just got my Android Smartphone firmware and software update to the latest Android Platform called Ice Cream Sandwich. Do you know what was the most noticeable change? Voice-activated Google.

Say What?

I’m serious. I can now conduct a Google search by speaking into my phone. This got me to think about the impact to SEO.  Voice search is not new, iPhone 4S Siri is basically voice activated search. However, with a direct voice activated Google search, I see the popularity of voice search taking off.

One of the interesting differences: when I am typing, I see projected search suggestions. That won’t happen while I am speaking. Also while typing, I am more likely to keep adding modifiers to whittle down my search results. I don’t think that will happen while I am speaking. We tend to speak naturally even when using voice activated software and that will mean a different set of search results.

Also, the accuracy of uncommon searches that are spoken can be challenging. For example, I wanted to search about the General Petraeus Affair, my spoken search result was “general betray us affair.” As I think about it, the search results probably would have taken me to the same place.

One other difference, voice activated users will need to see search results in a more consumer friendly format. I’ll accept fewer results but I’ll definitely need a better idea of where the results will take me.

For marketers, there is one thing I see that will be very important in the future – Video Optimization. All marketers will need to pay close attention to their video descriptions and how it can be shared on social networks. Think about how the video will be searched when spoken as well as keywords for typed searches. With the number of Smartphone users growing and two of the favorite activities being watching videos and sharing them on Facebook, YouTube and Pinterest, implementing good SEO practices will reap benefits.

Let us know what you think the impact of searching out loud will have on SEO. Share your thoughts with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

15
Aug
12

MOLOSO: Rewarding your loyal customers through mobile and social media

Image

We’ve heard it over and over again: social media is a great, cost effective way to drive traffic into your business and create better brand awareness.

But what about the people who already know and love your brand? It is time that you show your loyalty customers some love.

First, ask yourself what makes your loyalty customers special and what do you want to accomplish? Do you want them to buy more or buy more often? Knowing your goals and the personality of your target audience is key is determining how likely they will respond to your attempts to reward their loyalty.

Second, do not forget about your social-loyal (SOLO) customers. For example, I am a huge SOLO customer of Dunkin Donuts. I follow them online and as soon as the Denver franchises open I will be a loyal buying customer. Here are a few ways to make your loyalty customers feel special:

Texting: Life revolves around our mobile devices. It has been shown that 73% of Americans send and receive text messages. This is a personal way to reach your loyal customers to offer them exclusive time-sensitive offers, notify them of their membership status and bring them in during your slower hours. Check out these examples:

  • Nail Salon: Monday & Tuesday special: free member only upgrade!
  • Frozen Yogurt: You only need 3 more purchases to qualify for a free 10 oz yogurt!

Facebook, also known as the face of social media, visually advertises your business, and allows you to interact with your followers. Loyal customers want to feel special, and through Facebook you can have conversations with them, give away specialty membership contests and reward loyal customers from their Facebook Check Ins.

Also, do not assume your loyal customers know all of the services you provide. Use Facebook to further advertise add-ons, special events, catering, monthly specials and new offers. If they are following your page, they are interested. They will be excited to know they can get more products and services than they may have thought.

  • Chick-fil-A: they offer their catering information (seemingly less known to the public) and (to date) have 2.4 million people talking about their page, and 6.2 million likes

Foursquare: Nearly half (46%) of American adults are smartphone owners as of February 2012. Foursquare is an app that lets you ‘check in’ at the businesses you frequent. If you go to one place more often than your friends do, you become the “Mayor.” The race to become the Mayor gives customers incentive to go, and to go repeatedly. You can further emphasize this incentive by offering the Mayor free products, upgrades, discounts and invites to exclusive events.

  • Arby’s Mayor special: they get to sit in the “4Square Mayor Booth” and get to taste test new sandwich offerings. They also get the special badge on their Foursquare profile.

Twitter: Tweeting may have less impact on purchasing behavior, but is a great outlet to educate your loyalty crowd. Customer service via Twitter is also useful because it will reach a vast number of customers and show them that you are concerned with their happiness. Exclusive offers for free products can also be advertised through a link to sign up with your membership or by registering to join your clientele base.

  • Morton’s: Peter Shankman tweeted to his 150,000 followers, “Hey @Mortons – can you meet me at Newark airport with a porterhouse when I land in two hours? K, Thanks :)” – and they did!
  • Subway: incredible customer service through conversations with their followers regarding what they like and dislike.

With 12 million Americans using social media daily, you have a high probability that your loyal customers will be reached and appreciative that you have taken the initiative to thank them for being loyal. A little appreciation will keep them coming back, and more importantly, spreading a positive word about your business.

What advice do you have for businesses that are trying to reach their loyal customers? Give us your thoughts from the loyal customer point of view on Facebook at Weise Communications or on Twitter @Weise_Ideas.

03
Apr
12

What’s Easter without a little chocolate?

 

ImageThere are few holidays that are not centered around chocolate and/or desserts, and Easter is no exception.

Mars M&Ms has grasped this reality and flung it into a new mobile marketing advertising campaign to drive sales for the coming holiday.

The M&M mobile ads capture attention with phrases such as, “Make every basket complete. M&M chocolates for Easter,” according to Mobile Marketer. Once they tap on the ad, users are educated on how to incorporate the candies into their Easter dessert recipes. It drives the consumer to a mobile microsite where they are greeted by the infamous M&M characters and step-by-step recipes.

The brilliance of the mobile marketing is its capability to drive on impulse. People who receive the ad when they are already out and about have it fresh in their mind that they should not only buy the candy, but they should do so because they have a recipe that they need it for; making the purchase a necessity, not just a desire.

Next to Valentines Day, Easter is the biggest chocolate buying holiday, and these ‘virtual end caps’ are a bright idea for the spring season.

What recipe will you make with the pastel M&M candies? Give in, it’s Easter.

03
Apr
12

QR Codes – Unfulfilled Potential: The Next Big Thing or Robot Barf

The possibilities seemed limitless. QR codes allow consumers with mobile devices to access great content, in-depth information and a higher level of engagement. Yet, companies consistently botch the execution of QR codes.

Back in August of 2010, The Side Note wrote about QR codes for the first time. The inspiration for that article was a Calvin Klein billboard in New York City linked to a video that could not be aired on broadcast television in the U.S. At that time, we saw QR codes as a cutting-edge way for businesses to reach consumers. Little did we know, the Calvin Klein billboard would be one of the better executions of a QR code. It teased to create interest, it clearly identified the sponsor and it delivered content that could not be accessed in another way.

Frankly, the blame for QR code failure lies with marketers. QR codes are simple to use, however the delivery of content requires more finesse and significantly better execution by marketing experts. Since consumers don’t know what the QR code does before they scan it, companies need to reward them for stepping into the unknown.

These errors are frustrating because the majority of these mistakes are the marketing version of basic blocking and tackling errors in football. We’ve categorized errors into three types: stupid, lazy and ignorant.

  • The stupid… the content linked to the QR code is not optimized for a mobile device – this is forehead smacking stupidity.
  • The lazy… businesses use a QR code to direct consumers to their business website – too boring, you have to include more engaging, exclusive and interesting content; Bonus error: if the website is not mobile optimized – that error is both stupid and lazy.
  • The ignorant… simply putting a QR code on an ad with the assumption that consumers know what to do – a friend recently said to me, “These things look like a robot barfed, what do I do with it?”

A little more about the ignorant errors, you would assume that college students would be on the forefront of innovation. Research company Archrival surveyed 500 students at 24 colleges and universities. In the study, Archrival found that although 80 percent of the students owned a smartphone and had seen a QR code, only 21 percent were able to successfully scan the QR code used in the study. A legitimate argument can be made that preloaded software on smartphones with an easier way to scan the codes will increase understanding and if people understand it, they will use it.

However, I believe that the payoff needs to be better. The content someone receives when scanning a QR code needs to deliver undeniable value. For example, give me a discount on something I want. Make something available to me because I scanned the code that others cannot get. Show me something amazing that I can’t see everywhere else. Too often the result of scanning a QR code (assuming I’m successful) is a massive letdown.

Today, I mostly see QR codes sending me to a standard company website. The same website I can get with a simple Google search. This key insight is most succinctly stated in this article from Sean X Cummings, “People will not adopt a technical solution that serves to replace a manual task, if that solution is less efficient than the manual task it replaces.”

Overall, the message to fellow marketing professionals is…step your game up!




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