Creating Awareness With Targeted Messaging

Awareness eBike

 Creating Awareness With Targeted Messaging

Almost four years ago, I bought my first electric bike. Last month I bought my second. As the years and seasons have rolled past, I find myself blazing around the streets of Doylestown with greater speeds, and heavier loads than I ever thought possible. I can easily carry $100 worth of groceries without strain. I’ve become an unapologetic convert.

 

The electric bike combines the distance advantages of a car with the city friendly capability of a bike – you can bypass all traffic jams and jump freely between roads, bike paths, and unpaved areas to find the most direct route, and park for free.

 

Riding my eBike makes me feel empowered. Creating no pollution or noise, I am eating gigantic hills for breakfast and flying by spandex clad riders while wearing business attire.

 

On nice days, I allow additional commute time to show courtesy in answering the flood of constant questions I get about my bike. Over the past four years, these questions have not waned, only increased. “Hey, does that bike have a motor?” “How fast does it go?” “How far does it go on a charge?” “Where did you get it?” “How long does the battery charge last?” “How much does one of those go for?”  The questions go on and on, and I’m happy to answer them.

 

Lately, I’ve been noticing a lot more unapologetic eBikers flying around Doylestown.

 

This fascination in my mode of transportation has gotten “my wheels turning” if you will about Malcolm Gladwell’s book, “The Tipping Point.”

 

Gladwell theorizes that “hits” or “fads” happen in the context of an epidemic   – when a few highly infected fans become viral infectors for a product or idea by adopting it themselves and spreading the word.

 

With that in mind, DeeterUSA helps our clients:

  • Gain exposure: Knowledge comes from exposure. Having a message that reaches their target market in a relevant and timely way establishes credibility and offers value to the recipient.
  • Understand the importance of social proof: We’re more likely to buy if we see people we know — particularly if we admire and respect them — buying too. This principle is what makes User Generated Content (UGC) such an effective form of content marketing. We help our clients develop editorial strategies for social media to assist organic search (SEO) and page engagements to increase brand awareness, website traffic, and, social media community following.
  • Realize buyers look for confirmation: Once buyers have committed to making a purchase, whether out of necessity or trend, they look to the internet, social media, family members and friends for confirmation that this is a good purchase. The true value of publicity is found in the endorsement – direct or implied – of third parties.

 

While I don’t know if eBikes will become a “hit”, it’s important for us at DeeterUSA to help our customers tailor and develop messaging to move their target audiences from unawareness to awareness, to interest, to conviction, and ultimately to sale/purchase.

 

Happy Trails,

 

-Jill

Marketing to Millennials

Millennials

Marketing To Millennials

 

What is a millennial?

 

A millennial is defined as anyone born between 1981 and 1997. Time magazine described millennials as “technology-addled narcissists.” Yet the truth of the matter is that millennials are taking over and are soon expected to surpass baby boomers in buying power. Their buying power is massive with more than $1.3 trillion in annual spend. That number continues to grow. So as marketers we need to adapt to how we message the tech-savvy generation.

 

Below are a few tips to keep in mind when messaging to millennials.

 

  1. Mobile, mobile mobile. According to entrepreneur.com, 85% of U.S. millennials own a smartphone. It is extremely important to hit these users when they are engaged and to make all marketing messages mobile-friendly.
  2. Personalization is key. Millennials want to feel like your content was created with their interest (not their wallet) in mind. Create content that educates instead of advertises, this makes them feel like they are making smart purchases.
  3. Advertise where they are most. Social advertisements are the new way to engage millennial social media users. Traditional online banner ads are mostly ignored by social media users and are only clicked on 0.2 percent of the time they are seen. Social ads are smaller and more suited for smartphones than traditional banner ads and are more preferred by Generation Y (birth years ranging from the early 1980s to the early 2000s).
  4. Build your brand on social media. On a day-to-day basis, millennials rely on social media for their news and updates. Social media outlets are by far the dominant way millennials learn about things online. Search engines are ranked near the top but fall below Facebook and Twitter for brand discovery.

 

Hopefully these tips will help you generate new ideas and strategies which your brand can initiate to engage with the millennial generation.

 

─ Jacky

Bruce Springsteen

 

Bruce-Springsteen-001-620x465

 

 

As I was driving to work this morning, I was listening to Mojo Nixon guest DJ on E Street Radio, the Bruce Springsteen channel on Sirius/XM. As Nixon was describing his motivation for including the songs he was playing in his mix, he explained how Springsteen’s first few albums (“Greetings from Asbury Park, N.J.,” “The Wild, the Innocent, & the E Street Shuffle,” and “Born to Run”) did an amazing job of speaking to the people of New Jersey and New York. The songs were mini-stories about characters from that specific region and/or gave the listener a clear understanding of what it was like growing up in that area at that time. I would expand Nixon’s geography to also include people in Eastern Pennsylvania, as many of us who grew up here spent many summer days and nights “down the shore” and can easily identify with Springsteen’s lyrics from these early albums. Listening to “Spirits in the Night,” “4th of July, Asbury Park,” “Thunder Road,” or “Jungleland” definitely makes me feel like Springsteen was talking to me.

 

Interestingly, while Nixon (a North Carolinian) appreciated those early records, it was Springsteen’s fourth record, “Darkness on the Edge of Town,” that made him feel a strong connection to the Boss’ lyrics. His rationale was that on “Darkness,” Bruce was no longer singing stories about where he grew up. The songs now were broader in scope and told tales of characters Springsteen met or conjured up after touring and having the opportunity to see the world outside of Asbury Park, New York, and Philly.

 

I would venture to suggest that Springsteen’s next two albums, “The River” and “Nebraska,” each expanded Springsteen’s ring of fans and popularity so that by the time “Born in the USA” was released in 1984, there were literally millions of people poised and ready to receive that album and help make it the incredible commercial success that it was. Without question, the quality of the songs on “Born in the USA” played a large part in its success, as did Springsteen’s legendary live shows and relentless touring schedule. Yet I submit that the foundation that was established by Springsteen’s earlier work was equally important to how well “Born in the USA” did on the charts and commercially.

 

Now, what hit me right between the eyes as I listened to Nixon this morning was that we “preach” the same concepts day-in and day-out at DeeterUSA as we work with our clients to develop strategic marketing and communications plans:

 

  • First and foremost, build a strong foundation with your communications activities. It may not be the most exciting and/or glamorous tactical items that you will do, yet these items are the things that will set-up your successes moving forward

 

  • Identify all of your target audiences, prioritize them, and then work “core out” to convert them to be advocates of your brand or company. Start with those closest to your company and work to influence them one at a time. More often than not, what you will find is that when you get to the outer rings of influence, the people in the inner rings will serve as cheerleaders for you – making it easier to “win over” the people in the outer rings

 

For Springsteen, his earlier albums set a strong foundation that paved the way for his critically acclaimed album “Born to Run” and his commercially huge “Born in the USA.” Further, the songs and stories shared on each of his albums became more geographically expansive with each release. In essence, he worked “core-out” lyrically, speaking first to the people in New Jersey, New York, and Eastern Pennsylvania, and then building out from there until he became the global icon that he is today.

 

DeeterUSA cannot promise your brand or company the same success that Bruce Springsteen has realized, yet our experience with core out marketing has repeatedly resulted in outcomes that exceeded both ours and our client’s expectations!

 

─ Drew

The Latest Crop of “Designers”

Graphic-Design-Career-Featured1

I am on the board of trustees for an area university. While in conversation with the dean of academic affairs and a fellow trustee over lunch at a trustee retreat last week one of them mentioned starting a new course at the school in advertising design or something similar and it was the perfect entre for me to confide in them that I have been less than impressed with the young design graduates I have interviewed and had to work with over the past few years. The sad fact is that none of them could draw a picture freehand. I’m talking about scratching out simple “thumbnail” sketches to demonstrate they understood what I and others were talking about. What I have seen is so bad, in fact, that if you took these “art directors/designers” Mac away every one of these people would be completely helpless. What does that say about those schools who have awarded those “fine arts” degrees? Maybe they should be “find arts” because the kids I have interviewed wouldn’t know good art if it hit them. When I shared my frustration with the dean, she appeared to being shocked, yet upon reflection said that she could see where I was coming from. What makes this all so terribly sad is that this new breed of art directors/designers is completely lost without their computers and sadder still is the fact that they are limited by what their computers can do. They have long since forfeited their own creativity and ingenuity. I wonder what Da Vinci and Michelangelo would think of this. Forget about carving David out of marble “I don’t want to get any blisters and as for The Sistine Chapel, I think an off white ceiling would be just fine.”  Who wants to get a kink in their neck … painting on their back. You’ve got to be kidding me!

– Bill

It is your responsibility

accountability-business
I was just writing a note to our team about a client decision to rebrand a product in the middle of that product’s national roll out. While I fully support the client’s right to make the decision to make the change (they pay the bills) and I do believe it will be in the best interest of the company involved to create a global brand, I also believe it does open up an interesting question about responsibility or accountability and authority.

 

It is my humble belief that if I expect to hold someone on staff responsible or accountable for achieving expected, required, or anticipated results, I must then arm them with the authority they need to be successful. Implied in that authority is the fact that I have enough confidence in my staff member to know that they will not abuse the authority I give them and they will use all of their professional talents to meet the goals or objectives I and/or others on my team have set and they, as the project/program manager, have agreed to.

 

All of this is pretty clear-cut for me. I believe that if I do not empower the person I have assigned the task with the authority they need to do the job at hand, I have no right to hold them responsible or accountable for the results. It amazes me to sometimes see very bright people miss this point. I do not want to be held accountable for someone else’s decisions. It is just that simple. It goes back to an earlier blog I posted about hiring artists to paint pictures and then micromanaging them to the point that the finished product is a reflection of the micromanager and not the person assigned to the task.

 

If you want a happy and heathly work force, give them the freedom to put their background and skills to best use. If they succeed, then by all means praise and thank them. If they fail, try to educate them and set them straight realizing that failure is a part of learning and growing. If they fail repeatedly on the things you have already corrected, then you need to have the courage to cut your losses and move on.  My experience has been good people can do great work with the proper encouragement and just the right amount of direction. It really is just that simple.

 

–       Bill

The Customer Isn’t Always Right

customer

We in business have all heard the comment  ”The customer is always right.” I’m here to tell you that is not really true. The better way to think about it is that the customer paying for your product or service has the last word … right or wrong!

 

For nearly 20 years I was the “customer” or “client” and I prided myself on being open-minded, acknowledging, when and where appropriate, that I did not have the answer to every question and/or problem. I even admitted that I made mistakes. It was sometimes painful yet always necessary. My goal on making mistakes has always been to bat better than 500. When I do that, I am a winner.

 

As I have gotten a little older, I also have come to realize there are very few things in life that are completely “black or white.” When you are living your life to the fullest, business or professional, you learn very quickly that many shades of gray replace pure “black and white.”  What I have also found is that the better quality managers and business leaders have the self-confidence and maturity to readily admit that life is full of gray areas and they don’t have all the answers. And the true industry icons I know are never shy about admitting that they make mistakes.

 

What makes these people so unique in my mind is that not only are they willing to admit to their mistakes, they are equally quick to compliment those who correct them. These icons want what is best for their company and it stops right there. Being right is nice, but having a successful business is much more rewarding.

 

─ Bill

“Very Pinteresting”

SMM-VeryPinteresting-banner

Image-centric and search-friendly, Pinterest has bewitched the women of the world. Pinterest is an image sharing cite where users can upload, save, and manage images, also referred to as “pins.” It is essentially a discovery tool that allows users to save ideas or projects that interest them. You can plan your entire wedding, get lost in DIY projects, and obsess over drool-worthy food pictures for hours on end, pinning away until your fingers ache. Pinterest makes its users feel productive, organized, and energized simply from repeatedly sharing images of home décor, fun summertime crafts, puppies, or makeup tutorials.

 

Pinterest is not just the perfect place for women; it’s also the perfect place for business. According to Jennifer Gilhool, founder and CEO of Pink Streak Inc., women control $20 trillion in annual consumer spending.[i]  Given the facts that 80 percent of Pinterest users are women and women also make about 85 percent of purchasing decisions, Pinterest is the perfect place for any business generally geared toward that audience to grab a hold of consumers.[ii]

 

A brand’s success on Pinterest goes beyond a company sharing their own products with their followers. It’s a space where brands can also promote their personalities and values by repinning images posted by other users that add to their character. For example, the Greek yogurt gurus at Chobani have mastered the art of pinning. With more than 118,000 followers, Chobani’s Pinterest content ranges from Mother Teresa quotes to healthy, portable breakfast ideas to best at-home abs exercises, allowing the company to connect with their followers by painting a larger picture of their brand.

 

Unlike Instagram or Twitter, Pinterest users share content rather than like or comment on posts. Users search for images they can relate to or be inspired by, and then save products that they would love to own. Pinterest is a space for visual stimulation. Growth Devil, an agency dedicated to helping start-up companies succeed, suggests on their blog that Pinterest has a 50 percent higher conversation rate than any site that connects consumers with products, making it an ideal place for businesses to advertise.

 

In just a few steps, any company can set up a business account with Pinterest. This tool is designed to help companies using Pinterest for business purposes by providing them with information about their followers’ interests. It also gives companies the ability to measure their social media traffic on other platforms, like Twitter and Facebook. It’s all about seeing and being seen.

 

Four tips for businesses using Pinterest:

 

  1. Make sure your profile information is complete
  2. Keep your pins inspiring
  3. Engage with commentators
  4.  Include links back to your business’s website

─ Lydia

 

References

[1] http://www.forbes.com/sites/85broads/2013/08/26/the-power-of-just-one-woman/. Accessed on May 23, 2015

[1] http://www.prdaily.com/Main/Articles/17668.aspx.  Accessed on May 27, 2015

 

 

We’re All in This Together

puzzle_people_working_together_800_wht_6984-1

I don’t understand it when people in companies treat their suppliers like second-class citizens. Why do they think they need to do that? Don’t these people realize that those suppliers are providing needed goods and services and how those suppliers are treated may very well determine how they treat the company people (clients) in return?

 

I have always felt that those people who are providing goods and services to my company and me are really my business partners, maybe even my friends, and, as such, need to be treated with the respect they deserve. That is the same respect I would want and expect from any or all of them.

 

Come on folks, you don’t have to be a brain surgeon to understand this. God created us as equals and if you think you are something special, there is a very good chance you are the only one who feels that way. There is also a good chance that if you are stuck on yourself, there are some people, even suppliers, who are going to delight in letting you know that you are no more special than they are. And I have to tell you that they, not you, are absolutely right.

 

Pick people more talented than you as your suppliers, treat them like you would treat a good friend, and enjoy the success that follows. It is really pretty simple.

 

− Bill

Integrating Instagram into your PR Strategy

instagram2012

 

 

Instagram is an online mobile service that enables its users to take pictures and videos, and share them on a variety of social networking platforms.  According to research published by the GlobalWebIndex, Instagram is the fastest growing social media site worldwide.

 

Although some brand managers wonder how the photo-sharing app can help build their brands, many businesses across industries are finding marketing success on Instagram. Brands can use Instagram to build brand awareness, reinforce customer relationships, and create associations.

 

Before jumping straight into the platform, here are a few tips to up your Instragram game.

 

  1. Create unique content that other users will want to engage.
  2. Keep your text short and let the photo do most of the talking.
  3. Post daily to keep your brand top of mind and relevant.
  4. Use hashtags to reach new people who may be searching a hashtag related to your brand.
  5. Leverage your fans’ content. The ability to source high quality user generated content (UGC) from the Instagram community is one of the major benefits.
  6. Lastly, connect with other Instagrammers to network your brand.

 

−Jacky

 

#DeeterUSA