Pay-with-a-tweet: helpful content marketing tool

Are you a business that gives away your content free (as we do)?

Pay With a Tweet

Want to get some reciprocal publicity from your work?

Take a look at Pay with a Tweet from the creative folks at Innovative Thunder

We got a free download e book from Naked Marketing Manifesto

They got promoted using our twitter account

Symbiosis and ‘payback’ all in one!

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How to Launch a skincare brand on a small budget

The local business incubator here in Auckland is called The Icehouse.  It’s an impressive place buzzing with activity.

Creative Agency Secrets was asked to prove its salt by giving some free consulting to a new organisation, DirtyMan.co.nz Perversely, it is all about keeping men clean!

Avoiding costly product launches

The team is a start-up and was looking to gain profile without too much hard cost.  Our suggestions included:

  • Painting up an old caravan to take to events
  • Asking supermarkets about promotions based not in-store ($$$) but in the car park
  • Setting up google alerts for three phrases aligned to the 3 personae of their ‘ideal customer’ profiles
  • Set up a press or media page on the website to host high resolution pack images, past coverage and background information
  • Print A5 leaflets on light card single sided and then use the back for several different purposes: a Postcard; letterbox maildrops; product information – just overprint in black when you need them

Prioritising your time and money

We time showing DirtyMan how to prioritise their decisions with regard to which promotions to spend money on and how to pick the ones that would give the best return.  They were considering a radio show sponsorship, leaflet drops to households and joint promotions with other non-competing brands.

For a startup, we think the best promotions are those that

  1. Bring a customer face to face with the brand
  2. Drive awareness to a new audience based on someone else’s data list

We recommended assessing any joint promotion based on the size and quality of the database of the other company.  And so a sports team sponsorship that has a supporting newsletter (especially an electronic one) and a Facebook fan group is probably worth more than a radio show with no mailing list.

What were the outcomes?

Here’s what Tracey Orange, the owner had to say after the briefing with Creative Agency Secrets:

Yes I did find my meeting with Rebecca useful, we have been busy talking to lots of people over the last week or so and I guess I am taking bits from everyone I speak to, and then formulating our plan from here.

After meeting Rebecca we are going to use some of her suggestions, one was to get out and meet our customers face to face and we now are looking for a cheap promo vehicle brand up and use for onsite promos and events, (if you know of any old land rovers for sale please let Mike know), she also gave me some good things to be talking to organisations we want to align with and not to be just giving stuff away but to leverage product for contacts database names and she also suggested getting hooked up with a clothing brand or similar and then the next day we spoke to someone who is going to see about hooking us up with a menswear clothing brand so fingers crossed.

Would you like access to our ideas?  Think about how to apply these to your own brand.

Get in touch and ask for a FREE 20 minute chat on the phone or Skype.

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Marketing using Business Christmas Cards

Corporate greeting cards can be used in many ways to promote your business and to show appreciation to supportive clients; some traditional and some a bit more creative. However, there are some rules and tips you should keep in mind to get the best return on your investment of sending out a Business Christmas card:

1. Procedure/mailing list

Make sure you keep your company contact information up-to-date on a regular basis and take your time to add new contacts you gain throughout the year.

A good way to control if your contact details are up to date is by including your return address so that the post office will return the card if the address is no longer valid. It will also serve a dual purpose by providing your contact information to your recipients.

2. Timing is everything

Don’t send your cards late, set yourself a deadline. December 15th is a convenient cut-off date for having your cards in the mail. If you’re sending business Christmas cards internationally, they’ll have to be in the mail much sooner. Here are some helpful links for recommended Christmas mailing deadlines: NZ Post, AUS Post, Royal Mail, USPS, Canada Post. If your Christmas card arrives after the holidays, you have just sent the wrong message to your customers. Read more

Twitter competition ideas

There have been a few good quesitons around recently with Public Relations agencies in particular seeking ideas for competitions that can run on Twitter.

Running a competition is a good way of building new followers for social media communication channels – it also helps for brand awareness.  A contest doesn’t need to be expensive, or complex but the prize must fit the audience and be desirable.

Here are a few suggestions for Twitter contests:

  1. Short story – include an opening, middle and end in 140 characters
  2. Announce a photo theme and get uploaded photos on the theme
  3. Trivia question – allow funny, serious and absurd answers
  4. Buy a product and announce the invoice number on Twitter to enter a contest for a free prize
  5. Threadless tweet submisssion for printing on a t-shirt
  6. Collaborative songwriting / include your phrase or name in a song
  7. Joke sharing like the #bandfoodpuns on May 17th
  8. Munich beer contest to promote an expo – visit site and when the beer glass is empty the last person to RT the URL wins

Some marketing management suggestions

  1. Hashtag# the contest so you can track entrants
  2. Unique phrase with retweeting gets topics trending
  3. Contest entry added to follower request builds a following/community
  4. Use the contest to relaunch your twitter identity
  5. Frequent $100 prizes beat a big $500 prize
  6. Short deadline contests create urgency

Twitter competition prize ideas

  1. money
  2. music album downloads
  3. free product from your company
  4. a digital gadget – camera, phone, MP3 etc
  5. gift card from a recognised store
  6. a free service from your company
  7. a trip
  8. pay for a service for them from the winner’s favourite supplier (massage, haircut, car wash, online data backup, membership of a group / team fanclub)
  9. Music prizes – albums, concert tickets,

An example of a current twitter competition

Take a look a the Social Media Experiment at Glastonbury 2010 running now which I learnt about from the Chinwag group on LinkedIn.

The Social Media Experiment will take place on Friday the 25th June between 1pm & Midnight, and will feature a number of comedians, musicians, performance artists and live shows incorporating social media and interactive web technologies.  the prize is the chance to perform live on stage at Glastonbury

In order to win, visitors to the site are asked to join the competition group on Facebook and post a link to prove that they are a in a band, an artists etc. The winning act will then be chosen from the group at random in this ‘flash mob’ style competition.

Thanks to these people for providing me with ideas for the list above Trey Ratcliff, Alexandra Samuel, Internet marketing, Bob Baker, James Norris
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Social Influence marketing – how it helps your biz dev

Razorfish, the global marketing agency, has released “Fluent” a report on social influence marketing.  There is a big buzz on influence and perception or sentiment analysis towards brands going on recently – and I think it is a small red herring; a phase the internet is going through.  Whether customers buy is the really important metric to know.  What leads to that buying decision is where your business development skills can be put to work.

I had a read through the report – it has a reasonably short summary of findings and a detailed appendix detailing the project methodology (really interesting if you like stats, research and algorithms).

The main statements that affect business development and how you should change your biz dev tactics and strategies are

  • The world expects brands to “do” not just push messages

I think this applies equally to B2C and B2B brands – showing a leadership in a niche can be demonstrated by activity. It needs to be activity that benefits the customer in some way.  I worked with Websters Accountants as they set up their site about auditing service charges for multi-occupied buildings.  We set a strategy for them to “give away” a service of offering an aggregated news feed about service charge accounting.  It’s a subject covered in a range of journals, blogs and websites – bringing together into one place is a service to their customers and prospects.  An example of a B2B brand doing something, not just pushing messages.

  • If actions speak louder than advertising (and they will), what is your brand doing?

Showing off your CSR is no longer enough.  Acting on the brand message, being the public ambassador of what your brand stands for and delivering on your promises in consistent ways (not necessarily kookie show-off ways) is what gets you noticed in the long term.

  • Social influence has an equal effect on active and less active users

This is definitely borne out by Seymour, my 90 year old relation who follows me on Plaxo and declares himself delighted to know what I’m up to.  He’s a reader and a watcher rather than a participant in the conversation.  But be clear, he is “in the conversation” but just not saying much right now.

  • Increased reliance on personal influence networks for purchase decisions rather than branding messages

Obvious really.  When does your belief in the marketing message get most cynical – when you are close to purchase.

  • As customers move through the sales funnel, reliance on word of mouth increases effectiveness the closer to decision you are

As above.

  • Independent blogs carry more weight than corporate blogs – but these are helpful in the awareness phase (page 12)

And so there is a place for corporate messaging – but be clear about where it has influence and where it does not. 

  • Brands must focus on value exchanges

Again, as Don Peppers said – I give you something, you give me something back.  Now that was in the era of early stage CRM but it was in the context of getting data to populate your database…. something only the customer knows about herself.  What can you give me of value and what can I give you of value first?

Take a look at this summary diagram.  Spells it out neatly.

Social influence hasn’t changed – but it has moved online in a way that marketers can track, measure and participate in.  Now that is something worth thinking about.

Actions for your brand / business / enterprise:

  1. What are the characteristics of your marketing communications at each stage of the sales funnel now?
  2. Where do you lack material?
  3. Can you find places online where those conversations are being recorded?
  4. Can you align the conversations and the ‘sentiment’ with your brand to stages in the sales funnel?
  5. Are there ways to adapt your marketing and customer services operations to step into those conversations in an appropriate and brand-aligned way?

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