As a marketer I love being marketed to and so when I got invited by Air New Zealand to “Find out what’s your travel style?” I clicked to do the self-test quiz.
Backstory – Customer Differentiation for CRM
Facebook advert for Air NZ Quiz
Brands need to be clear about different messages to different audiences. This is basic database marketing concept is easy to achieve using segmentation based on actions. The difficult part is identifying customer attitudes and desires which have not yet become actions.
Creating a differentiation matrix for your customer base is worthwhile and if you have never done one before, ask us to help you create it.
After you have actions plus attitudes then you can create a layered differentiation plan – plugging your customer journey and content plan with clear guidelines which your team will love because it makes it very easy to track progress towards your goals.
Here’s Per Caroe’s slide from our Unhurried Conversation in which we focused on discussing customer journey maps.
Back to Air New Zealand’s segmentation strategy
The team will have created the segments based on research data (Qual and Quant) but their challenge is how to populate their existing customers into the data grid. Here’s where the fun quiz fits. By running a campaign with a prize draw, they are creating a series of Golden Questions and the obliging customer fills in the quiz and creates a score which populates their preferences in the database. What follows is the clever part – using the insights gained, AirNZ will be cross-populating the insights into their current database of customers who did not fill in the quiz – by inference from other customers who look alike.
What I’m looking forward to is the communications that should follow – will I (A Lounger) get more customised messaging?
The Travel Style quiz told in screenshots
First up the quiz questions – you can guess the alignment between the four travel styles (lower down) and the questions if you choose to base your own quiz on this format.
Then the detail of the travel styles.
And lastly the up-sell in every travel style description – mine was for the Skycouch including a video and a transcript (very important for people using social without sound enabled).
Quiz step 1
Quiz question 2
Quiz question 3
Quiz question 4
Quiz question 5
Quiz outcome – Travel Lounger segment
Quiz result Savvy selector
Quiz result segment opportunist
Quiz result segment Goody gatherer
Skycouch advert from my segment profile
Skycouch video and 360 tour – with transcript
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https://creativeagencysecrets.com/wp-content/uploads/2018/08/Air-NZ-Holiday-importance.png17021125Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-08-29 12:08:002020-01-24 02:27:47AirNZ gamifys its customer segments
Gift giving can seem a little challenging when you’re feeling uncertain about what someone would like or use. Opting for a gift that has a personal touch is generally a good bet because it shows that you put thought into your gift and speaks to something that is unique to someone as an individual. Here are some creative personalized gifts ideas.
Subscription Delivery Box
Rather than give someone a single gift, you can get them a subscription to a monthly delivery of something that you know they love. Subscription boxes are available for almost everything. You can order monthly shipments of things such as someone’s favorite foods, health products, or fragrances. Your gift recipient will delight in getting new packages every month and continually be reminded of how thoughtful you are every month.
Custom Rewritable T-Shirts
You can use fill-in-the-blank custom t-shirts to write a unique message that you know someone will like. These unique designs allow writing to be erased and rewritten, so no worries about getting your message wrong because you can redo it. Alternatively, you can give the shirt with empty spaces to fill-in-the-blank so that somebody can write in their own unique message. It’s a fantastic way for people to express their individuality. They can also share an important opinion about a social or political issue without having to get behind a preordained label that doesn’t really convey how they feel or doesn’t accurately portray the issue. Despite dire circumstances, some groups who are advocating for critical change have fallen victim to mistakes in branding. For example, people have continually characterized the effects of destroying the environment as “climate change” when it should be referred to as “the climate crisis.” Ultimately, fill-in-the-blank t-shirts are an excellent gift to share a personal sentiment or to give to someone who cares deeply about calling attention to important causes.
Photo Throw Blanket
A throw blanket featuring a fun photo is a wonderful and inexpensive gift. You can put on virtually any type of image ranging from a posed family picture, a beautiful photo of scenery in an area that is special to someone, or a particularly photogenic pet looking cute or just goofy. Most custom photo throw blankets are made on a soft fleece material, so they’re super snuggly without being too heavy.
Personal gifts are a great option when you’re not sure about what to get somebody. Choosing a gift that’s fun, thoughtful, and personal is sure to make a positive impression.
No related posts.
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-08-28 10:37:412022-12-19 13:51:28Unique Personalized Gift Ideas
Before I go into what I learned from Creative Agency Secrets and the benefits of the experience, I wanted to start by explaining what an incredible opportunity this really was. Very few people are given the chance that I was. An international work experience is absolutely invaluable. The fact that I was able to, halfway through my undergraduate degree, fly to another side of the world for two months simply to experience another culture and essentially take a potential career path on a “test-drive” is absolutely insane and I am deeply grateful to all the amazing people who helped me make the most of it.
So Let’s Talk About CAS
That being said, Creative Agency Secrets has been a strongly defining part of my time here and has introduced me to a variety of new skills in the digital marketing realm. It’s worth noting that, with the ever-rising presence of social media, mobile integration, and online interactions, digital marketing becomes increasingly more important to understand by the day. While it is true that print media and other forms of “traditional marketing” are not dead, as a member of the younger generation, I do know that what we see doesn’t come from newspapers or magazines, but from websites, Instagram, and YouTube. This is where the future of marketing lies and this is exactly what I was trained in during my time here.
The benefit of working for a small company like Creative Agency Secrets is that, as an intern, you aren’t simply filing papers or running errands; you’re applying your knowledge from the classroom to a real-world context with actual clients. During my time here, I did everything from plan, design and build landing pages in six different languages, to run social media campaigns for events. Just to highlight a few, these are some new skills I learned during my time here:
How to optimize blog posts with internal links to decrease a website’s bounce rate
How to use WordPress to code websites, landing pages, and press pages that enhance the user experience and achieve the site’s goals
How to create graphics, logos, and sites that align with a company’s brand and make the mission/message of the company clear in every aspect of the experience
How to plan a business promotion event with everything from creating the concept, planning the marketing strategy and adapting to hurdles
How to use a variety of programs send out newsletters, emails, and promotions
And much, much more.
However, I believe the most important thing I learned from my experience here was not the technical or business skills: it was the ability to face and overcome a challenge that arose in the process. This sounds straightforward, but it’s an underestimated and vital skill to have. I believe that regardless of the company or job, every project will have some challenge or problem; this is inevitable. What defines a strong worker from a weak one is the ability to effectively deal with these setbacks and turn them into successes. This isn’t really something that can be taught in textbooks or lectures, but rather, needs to be experienced. During my two months here, every single issue I encountered taught me a little more about how to deal with hurdles and that is more valuable than anything I have encountered here. While marketing platforms and relevancy of strategies might change over time, this is a skill that will stay constant through the years. For that, I cannot thank Creative Agency Secrets enough.
Shout-outs And Thanks
I would also like to give a small shout-out to the CAS team for being such a cool group. Thank you to Conrado for being the best supervisor I could ever ask for and teaching me so much over the past two months. I don’t think I have met a more dedicated and patient teacher in my life, and without you, I probably wouldn’t have learned half of what I did. Tabhitha, your incredible knowledge on social media and website design never fails to amaze so thank you for showing me how logical and interesting digital marketing can really be. And of course, shout out to Rebecca for helping me with my email writing skills and explaining whether I should say “bollocks” or “bugger”. CAS team, I will miss our morning coffee sessions, midday snack runs, and all of our amazing conversations. Thank you all for helping make my internship abroad such a valuable one. I can’t wait to take what I have learned to future endeavors and wish the company the best of luck as I move on.
Stay cool, fam.
Your favorite (favourite) intern,
Shubha
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2018-08-16 16:42:362018-08-16 16:42:36An Intern's Experience At CAS
Subject: Thank you for using XXXXXX – Please Review Us
Dear Valued Customer,
According to our records you placed at least one order through XXXX in September. Thank you very much for your business and may it continue for a very long time.
We at XXXX hope that you are very happy with our services and ask that you spend just a few minutes leaving us a review at either (or both if you would be so kind) of the below sites:
http://www.trustpilot.co.uk/evaluate/www.XXXX.com
http://www.reviewcentre.com/add-XXXX.html
Of course we would prefer a glowing 5 Star review, however we are also interested in any feedback, suggestions or ideas you may have.
Thank you once again for using XXXX, and please do not hesitate to contact us should you have any queries.
Kind regards,
Jim Bird
Customer Services Manager
What could be improved in this letter?
I find it incredible that this type of templated mass messaging is being used FOR THE FIRST COMMUNICATION to a customer.
Hey did someone just think – it’d be a great idea to get some customer feedback? What ho, Jeeves, let’s off and ask them to say we’re wonderful.
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-08-15 10:15:172020-01-24 01:45:11Dear Valued Customer - How Not To Write Customer Service Letters
There are clear rules as to what forms of communication should be used at what times, and usually one clear, succinct message via voice call, Email, or text will suffice.
Business etiquette also has rules about over-communicating and bombardment, but there are some instances where BOTH a phone call and text message are needed to cover your bases. In any of the below scenarios, start with an immediate phone call. If there’s no answer, leave a message and follow up with a text.
If There is an Emergency
There are some statistics that show that about 90% of text messages are read within three minutes of receiving them so it is a great back-up system to have when you need it. If you have first left a voice mail about the emergency, following up with a text message is completely acceptable.
If There Are Any Kind of Last Minute Changes to Anything
We are still operating in a time when last minute changes to an expected plan merits a phone call. This is especially true if your client is waiting for or awaiting information from you, or if the change could potentially be bad news. Things do happen to cause last minute changes, but try to avoid this at all costs. It is incredibly rude to spring last minute changes on anyone, personally or professionally.
If You Are Returning an Important Call or Message
You should always try to answer the phone or respond within minutes when a customer reaches out. If for good reason you do miss a communication from them that is urgent, respond immediately. First use the method they used, then follow up with the other. This shows you are reliable and they can count on you; it builds trust and adds value to the relationship. Failing to do so will cost your business money and hard-earned reputation points.
There are always exceptions; you know your customer best and should, therefore, know what the relationship can and cannot tolerate. Communications technologies are useful tools and, used for good, will ensure loyal and repeat customers.
That is the lifeblood of business.
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https://creativeagencysecrets.com/wp-content/uploads/2017/06/20151120194304-video-phone-mobile-photo-smartphone-recording-camera-picture-57eeae4c5f9b586c354faf7a.jpeg512768Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-08-14 14:49:152022-12-19 13:51:28When to Call AND Text (yes, both!) in Business Communications
I am a fan of email auto responders that send a pre-determined email reply out from your address. They can be very helpful for new business development as an information tool for prospective customers.
As ever, there are good and bad examples of automatic emails. Here are four examples we have received recently that can show you the best and worst examples. Most are from marketing and sales agencies / organisations and so the bad examples make me cry with shame….. there’s so much to improve.
Let’s get to work.
Example 1 – Failure Message
We got this after trying to email J Walter Thompson in Houston, TX. Their website didn’t list the office contacts so we used a directory called MacRae’s Blue Book. This is what came back from our email:
Directory Listings fail message
A request for contact that failed.
Check and update all the free listings services that have your company and office.
Create a unique email address so you can track effectiveness e.g. macraes@jwt.com would have worked here.
Contact yourself through them as a mystery shopping exercise at least once a year, preferably 6 monthly
Where do email enquiries go? Which phone number do they list and who answers it?
Email effectiveness 4/10
Example 2 -Zero Information
Membership organisation NYAMA (New York American Marketing Association) whose membership-based services are surely the profit engine for the organisation. But hey, send them a membership enquiry on their auto form and one week later [hardly an automatic response] this comes in:
Thank you for submitting this form
“Thank you for submitting this form.” Great – send me what I already know I sent you
What happens next? No mention of next steps towards becoming a member
Timeliness – this reply came back 5 days after we completed the online form
Nothing happened
Email effectiveness 2/10
Example 3 – Inbound Emails
When you send an enquiry in to a company’s ‘general’ email whether by form on the website or direct, what happens to that email?
Everyone knows that spammers and malcontents will be using it too – so what reassurance can you give people that their message has got through?
Great information auto-response
This one came from a retail marketing agency fronted by a TV celebrity.
They have good information about what to expect from the agency, the celebrity and where to get more information free / cheap and also training
But the email came from one general email address – they need to split the contact so people interested in the celebrity and people interested in the agency are directed to different places.
We wrote back to confirm our interest in the agency and received the same auto-response again. Irritating.
Example 4 – the perfect first reply
And finally, a look at a nice, short friendly reponse from a media agency.
Perfect auto response email
The message gives a real person’s name as a point of contact
Sets clear expectations about what the agency will do next
Sounds genuinely friendly
Copy this one.
Autoresponders are a good tool to kick off your online marketing.
Simple. How many emails do you write daily? How many blog posts? You only have to write an autoresponder once. It will then go to as many new recipients as activate the trigger. Forever. It will always go out in the same time format that you set up at the start. It’s easy. You don’t have to think about it. And all the while it keeps up a relationship with your readers. Voilà.
And if you need help, let us know! Hire a Creative Agency Secrets team of copywriters to set up your auto responder – we know what we’re doing and can give you the shortcuts to great outcomes and customer engagement.
More With The Creative Agency Secrets GUIDE TO AUTORESPONDERS
Mandee Sebire is the Practice Manager of the Wellington Law firm, Mahoney Burrowes Horner Lawyers. She recently workedwith Creative Agency Secrets to get website redesign quotes for the business and we asked her to talk about the experience.
What was the challenge you faced when needing a new business website?
We didn’t have the knowledge of the basics – where to look for suppliers and what to look for.
What went well during the job?
Working with Creative Agency Secrets we gathered the right information, so we knew what we needed to look for. The businesses responding were giving prices in a range which helped with the selection of the agency we chose.
What was offered and was it what you wanted?
The people that applied gave us a good sense of what was out there and what we are looking for – we narrowed it down with different points for each one.
And if you were to give advice to someone else in the same situation?
Give Creative Agency Secrets a call – trying to do it on your own and not having the knowledge and the experience is like a needle in a haystack – talk to someone who has the knowledge of what you need and where to look.
If you want to use the Creative Agency Secrets team expertise to brief in your marketing project – get in touch. We offer a range of services from briefing, assisting selection and project management.
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https://creativeagencysecrets.com/wp-content/uploads/2018/08/MBH-Law-logo.png202802Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-08-08 09:52:162022-12-19 13:51:17Law firm website case study
Celebrating an anniversary whether it be one, ten or a hundred years is certainly something to be proud of. You, as a company should almost be bursting at the seams to tell potential and existing customers the news.
Of course, for customers to get as excited as you, they expect something in return. That’s how the system works. They support you for x amount of years and at each anniversary expect a little appreciation. As Mark Twain astutely noted: “It is better to give than receive- especially advice” and following this I will offer my own – He’s right. And this is why businesses offer sales; they give a little in order to gain a lot.
The question of course is how to celebrate and promote your anniversary. This can depend on a variety of facets such as the length of time of existence, the size of the company and the type of company.
It is for this reason I have come up with 4 simple categories.
4 types of anniversary campaigns
Sales & Giveaways
Promotions & Interaction
Reincarnation (Sticking with the religious theme)
Internal Appreciation
1. Sales & Giveaways – Clever discounts and freebies
This one is relatively straightforward. Simply reducing the final bill for the customer will obviously get them interested – more bang for your buck has traditionally been the ‘go-to’ strategy. Giveaways however can work equally effective. The total bill may not reduce however the value perceived would still have increased. Better yet, it means more of your product is being consumed by your customers.
A common tip often acted upon is to link the number of years celebrated to the sale/gift. Whether it be 10% off if you’re celebrating your tenth anniversary or every 5th item is free for your fifth, linking the years to the deal instils that number into your customers brains, meaning they will be more likely to associate your business with success and longevity. As has been hugely publicised, customers who associate success and longevity with your business are more likely to purchase from you.
Remember, you can be clever about it – 40 years 40% off may be too much of a discount for some stores so be clever! 40 = XL in Roman numerals so have an XL sale, whether it be just a larger sale than usual or a sale focused on extra-large items, it will most likely prove cheaper than 40% off but have a similar effect.
2. Promotions & Interactions – Get the word out there
This deals with how your company reaches out to your customers and the general public. Obviously, if no one has heard that it’s your anniversary no one will be excited. This therefore is critical that it is done right. Larger companies may not have to worry about it and let word of mouth do the work. Smaller companies however have their own competitive advantage – personalization.
Personalized, handwritten notes prove effective time and time again. These interactions will obviously be critical to making your customers aware of your anniversary. Under interaction I have associated cut-cost ways to deliver value to your customer – tours. Customers are always interested in how their favorite good is actually made, so offer it! They aren’t expensive to run as attendees would actually prefer to see the business running as normal as possible and give your business greater exposure to the public..
3. Reincarnation – Bring back the past
I’m sure you’re all familiar with the reincarnation of old products and methods when companies celebrate birthdays or anniversaries so I won’t go into any detail about it. However, many don’t even consider replacing current prices with the traditional ones. An example would be if Coca-Cola were to sell cans for 5c each – their original price. You may be thinking, this should be under the sale category and you’re probably right, but as it refers to the original price, it could be seen as the rebirth of the price; okay compromise, it’s both.
4. Internal Interaction – Celebrate your team
They say nothing is more important than the customer; if that’s true then employees can’t be far behind. When celebrating an anniversary, celebrate your employees’ efforts. They are just as much a part of the company as the customers and therefore, deserve similar recognition and perceived benefits. Traditionally a party always goes down well, however ensure that at least the long-time employees receive a memento, something which they can be proud of and something that will portray your eternal appreciation.
Most successful anniversary campaigns utilize more than one of these categories so for greater success, try and aim to hit at least two. And remember, no matter what strategy you choose, conveying your appreciation for the past and enthusiasm for the future never hurts.
Need help brainstorming and planning ideas? We’d be glad to help. Click here to get in touch with us.
When you hire a marketing agency, you need to ensure that you are getting your money’s worth and aren’t being fooled into signing a contract that takes advantage of your lack of knowledge. Here are the top three marketing agency scams to teach you what not to do and help you make the right decision.
1. We can make you the “1st Result on Google”
Nobody in marketing can guarantee anything. These types of extraordinary promises are false because you can’t be sure of the actions of a target audience. Good agencies have their feet on the ground and focus on developing an effective SEO strategy rather than making empty promises. So, if an agency tells you that they’ll procure immediate results, or that they can get you to be the top search result because they have a “priority submit” with Google, it’s a strong red flag.
2. One Size Fits All
A proposed marketing strategy should be specifically tailored to your company and situation. A template marketing strategy won’t be effective because every business has a different model and needs a unique strategy that will cater to their strengths and build on their weaknesses. If they present a proposal that isn’t customised to your business, chances are, they’re after your money, not rooting for your success.
3. Lack of transparency
Some marketing agencies will assume their clients are oblivious to terms and strategies and will take advantage of this by providing very few details whilst promising grand results. If they aren’t being specific about procedures, timelines, and costs, it might be worth a little investigation. For example, we discovered that TopBuzz, a video marketing company, took advantage of the fact that most people don’t read the “terms and conditions agreement” to hide the fact that as soon as a client gives them a video, TopBuzz owns the rights to the video forever. Don’t let them leave you in the dark. Good communication is key to a healthy working relationship between any marketing agency and their clients.
These are just three of many ways a marketing agency can take your money and not deliver.
AirNZ gamifys its customer segments
/0 Comments/in B2C, Case Studies, Data, Golden Question, Social Media /by Rebecca CaroeAs a marketer I love being marketed to and so when I got invited by Air New Zealand to “Find out what’s your travel style?” I clicked to do the self-test quiz.
Backstory – Customer Differentiation for CRM
Facebook advert for Air NZ Quiz
Brands need to be clear about different messages to different audiences. This is basic database marketing concept is easy to achieve using segmentation based on actions. The difficult part is identifying customer attitudes and desires which have not yet become actions.
Creating a differentiation matrix for your customer base is worthwhile and if you have never done one before, ask us to help you create it.
After you have actions plus attitudes then you can create a layered differentiation plan – plugging your customer journey and content plan with clear guidelines which your team will love because it makes it very easy to track progress towards your goals.
Here’s Per Caroe’s slide from our Unhurried Conversation in which we focused on discussing customer journey maps.
Back to Air New Zealand’s segmentation strategy
The team will have created the segments based on research data (Qual and Quant) but their challenge is how to populate their existing customers into the data grid. Here’s where the fun quiz fits. By running a campaign with a prize draw, they are creating a series of Golden Questions and the obliging customer fills in the quiz and creates a score which populates their preferences in the database. What follows is the clever part – using the insights gained, AirNZ will be cross-populating the insights into their current database of customers who did not fill in the quiz – by inference from other customers who look alike.
What I’m looking forward to is the communications that should follow – will I (A Lounger) get more customised messaging?
The Travel Style quiz told in screenshots
First up the quiz questions – you can guess the alignment between the four travel styles (lower down) and the questions if you choose to base your own quiz on this format.
Then the detail of the travel styles.
And lastly the up-sell in every travel style description – mine was for the Skycouch including a video and a transcript (very important for people using social without sound enabled).
Quiz step 1
Quiz question 2
Quiz question 3
Quiz question 4
Quiz question 5
Quiz outcome – Travel Lounger segment
Quiz result Savvy selector
Quiz result segment opportunist
Quiz result segment Goody gatherer
Skycouch advert from my segment profile
Skycouch video and 360 tour – with transcript
No related posts.
Unique Personalized Gift Ideas
/0 Comments/in Marketing /by Rebecca CaroeGift giving can seem a little challenging when you’re feeling uncertain about what someone would like or use. Opting for a gift that has a personal touch is generally a good bet because it shows that you put thought into your gift and speaks to something that is unique to someone as an individual. Here are some creative personalized gifts ideas.
Subscription Delivery Box
Rather than give someone a single gift, you can get them a subscription to a monthly delivery of something that you know they love. Subscription boxes are available for almost everything. You can order monthly shipments of things such as someone’s favorite foods, health products, or fragrances. Your gift recipient will delight in getting new packages every month and continually be reminded of how thoughtful you are every month.
Custom Rewritable T-Shirts
You can use fill-in-the-blank custom t-shirts to write a unique message that you know someone will like. These unique designs allow writing to be erased and rewritten, so no worries about getting your message wrong because you can redo it. Alternatively, you can give the shirt with empty spaces to fill-in-the-blank so that somebody can write in their own unique message. It’s a fantastic way for people to express their individuality. They can also share an important opinion about a social or political issue without having to get behind a preordained label that doesn’t really convey how they feel or doesn’t accurately portray the issue. Despite dire circumstances, some groups who are advocating for critical change have fallen victim to mistakes in branding. For example, people have continually characterized the effects of destroying the environment as “climate change” when it should be referred to as “the climate crisis.” Ultimately, fill-in-the-blank t-shirts are an excellent gift to share a personal sentiment or to give to someone who cares deeply about calling attention to important causes.
Photo Throw Blanket
A throw blanket featuring a fun photo is a wonderful and inexpensive gift. You can put on virtually any type of image ranging from a posed family picture, a beautiful photo of scenery in an area that is special to someone, or a particularly photogenic pet looking cute or just goofy. Most custom photo throw blankets are made on a soft fleece material, so they’re super snuggly without being too heavy.
Personal gifts are a great option when you’re not sure about what to get somebody. Choosing a gift that’s fun, thoughtful, and personal is sure to make a positive impression.
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An Intern’s Experience At CAS
/0 Comments/in Marketing /by Creative Agency Secrets TeamBefore I Start
Before I go into what I learned from Creative Agency Secrets and the benefits of the experience, I wanted to start by explaining what an incredible opportunity this really was. Very few people are given the chance that I was. An international work experience is absolutely invaluable. The fact that I was able to, halfway through my undergraduate degree, fly to another side of the world for two months simply to experience another culture and essentially take a potential career path on a “test-drive” is absolutely insane and I am deeply grateful to all the amazing people who helped me make the most of it.
So Let’s Talk About CAS
That being said, Creative Agency Secrets has been a strongly defining part of my time here and has introduced me to a variety of new skills in the digital marketing realm. It’s worth noting that, with the ever-rising presence of social media, mobile integration, and online interactions, digital marketing becomes increasingly more important to understand by the day. While it is true that print media and other forms of “traditional marketing” are not dead, as a member of the younger generation, I do know that what we see doesn’t come from newspapers or magazines, but from websites, Instagram, and YouTube. This is where the future of marketing lies and this is exactly what I was trained in during my time here.
The benefit of working for a small company like Creative Agency Secrets is that, as an intern, you aren’t simply filing papers or running errands; you’re applying your knowledge from the classroom to a real-world context with actual clients. During my time here, I did everything from plan, design and build landing pages in six different languages, to run social media campaigns for events. Just to highlight a few, these are some new skills I learned during my time here:
And much, much more.
However, I believe the most important thing I learned from my experience here was not the technical or business skills: it was the ability to face and overcome a challenge that arose in the process. This sounds straightforward, but it’s an underestimated and vital skill to have. I believe that regardless of the company or job, every project will have some challenge or problem; this is inevitable. What defines a strong worker from a weak one is the ability to effectively deal with these setbacks and turn them into successes. This isn’t really something that can be taught in textbooks or lectures, but rather, needs to be experienced. During my two months here, every single issue I encountered taught me a little more about how to deal with hurdles and that is more valuable than anything I have encountered here. While marketing platforms and relevancy of strategies might change over time, this is a skill that will stay constant through the years. For that, I cannot thank Creative Agency Secrets enough.
Shout-outs And Thanks
I would also like to give a small shout-out to the CAS team for being such a cool group. Thank you to Conrado for being the best supervisor I could ever ask for and teaching me so much over the past two months. I don’t think I have met a more dedicated and patient teacher in my life, and without you, I probably wouldn’t have learned half of what I did. Tabhitha, your incredible knowledge on social media and website design never fails to amaze so thank you for showing me how logical and interesting digital marketing can really be. And of course, shout out to Rebecca for helping me with my email writing skills and explaining whether I should say “bollocks” or “bugger”. CAS team, I will miss our morning coffee sessions, midday snack runs, and all of our amazing conversations. Thank you all for helping make my internship abroad such a valuable one. I can’t wait to take what I have learned to future endeavors and wish the company the best of luck as I move on.
Stay cool, fam.
Your favorite (favourite) intern,
Shubha
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Dear Valued Customer – How Not To Write Customer Service Letters
/3 Comments/in Case Studies, Copywriting, Marketing ideas /by Rebecca CaroeFrom: Jim Bird On Behalf Of reviewus@XXXXX.com
Sent: 16 October, 2012 10:04 PM
Subject: Thank you for using XXXXXX – Please Review Us
Dear Valued Customer,
According to our records you placed at least one order through XXXX in September. Thank you very much for your business and may it continue for a very long time.
We at XXXX hope that you are very happy with our services and ask that you spend just a few minutes leaving us a review at either (or both if you would be so kind) of the below sites:
http://www.trustpilot.co.uk/evaluate/www.XXXX.com
http://www.reviewcentre.com/add-XXXX.html
Of course we would prefer a glowing 5 Star review, however we are also interested in any feedback, suggestions or ideas you may have.
Thank you once again for using XXXX, and please do not hesitate to contact us should you have any queries.
Kind regards,
Jim Bird
Customer Services Manager
What could be improved in this letter?
I find it incredible that this type of templated mass messaging is being used FOR THE FIRST COMMUNICATION to a customer.
Hey did someone just think – it’d be a great idea to get some customer feedback? What ho, Jeeves, let’s off and ask them to say we’re wonderful.
Crikey.
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When to Call AND Text (yes, both!) in Business Communications
/0 Comments/in Marketing /by Rebecca CaroeThere are clear rules as to what forms of communication should be used at what times, and usually one clear, succinct message via voice call, Email, or text will suffice.
Business etiquette also has rules about over-communicating and bombardment, but there are some instances where BOTH a phone call and text message are needed to cover your bases. In any of the below scenarios, start with an immediate phone call. If there’s no answer, leave a message and follow up with a text.
If There is an Emergency
There are some statistics that show that about 90% of text messages are read within three minutes of receiving them so it is a great back-up system to have when you need it. If you have first left a voice mail about the emergency, following up with a text message is completely acceptable.
If There Are Any Kind of Last Minute Changes to Anything
We are still operating in a time when last minute changes to an expected plan merits a phone call. This is especially true if your client is waiting for or awaiting information from you, or if the change could potentially be bad news. Things do happen to cause last minute changes, but try to avoid this at all costs. It is incredibly rude to spring last minute changes on anyone, personally or professionally.
If You Are Returning an Important Call or Message
You should always try to answer the phone or respond within minutes when a customer reaches out. If for good reason you do miss a communication from them that is urgent, respond immediately. First use the method they used, then follow up with the other. This shows you are reliable and they can count on you; it builds trust and adds value to the relationship. Failing to do so will cost your business money and hard-earned reputation points.
There are always exceptions; you know your customer best and should, therefore, know what the relationship can and cannot tolerate. Communications technologies are useful tools and, used for good, will ensure loyal and repeat customers.
That is the lifeblood of business.
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Email Auto Responders – A Quick Tutorial
/49 Comments/in B2B, B2C, Email /by Rebecca CaroeI am a fan of email auto responders that send a pre-determined email reply out from your address. They can be very helpful for new business development as an information tool for prospective customers.
As ever, there are good and bad examples of automatic emails. Here are four examples we have received recently that can show you the best and worst examples. Most are from marketing and sales agencies / organisations and so the bad examples make me cry with shame….. there’s so much to improve.
Let’s get to work.
Example 1 – Failure Message
We got this after trying to email J Walter Thompson in Houston, TX. Their website didn’t list the office contacts so we used a directory called MacRae’s Blue Book. This is what came back from our email:
Directory Listings fail message
A request for contact that failed.
Email effectiveness 4/10
Example 2 -Zero Information
Membership organisation NYAMA (New York American Marketing Association) whose membership-based services are surely the profit engine for the organisation. But hey, send them a membership enquiry on their auto form and one week later [hardly an automatic response] this comes in:
Thank you for submitting this form
Email effectiveness 2/10
Example 3 – Inbound Emails
When you send an enquiry in to a company’s ‘general’ email whether by form on the website or direct, what happens to that email?
Everyone knows that spammers and malcontents will be using it too – so what reassurance can you give people that their message has got through?
Great information auto-response
Example 4 – the perfect first reply
And finally, a look at a nice, short friendly reponse from a media agency.
Perfect auto response email
Copy this one.
Autoresponders are a good tool to kick off your online marketing.
Simple. How many emails do you write daily? How many blog posts? You only have to write an autoresponder once. It will then go to as many new recipients as activate the trigger. Forever. It will always go out in the same time format that you set up at the start. It’s easy. You don’t have to think about it. And all the while it keeps up a relationship with your readers. Voilà.
And if you need help, let us know! Hire a Creative Agency Secrets team of copywriters to set up your auto responder – we know what we’re doing and can give you the shortcuts to great outcomes and customer engagement.
More With The Creative Agency Secrets GUIDE TO AUTORESPONDERS
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Law firm website case study
/0 Comments/in Case Studies /by Rebecca CaroeMandee Sebire is the Practice Manager of the Wellington Law firm, Mahoney Burrowes Horner Lawyers. She recently worked
with Creative Agency Secrets to get website redesign quotes for the business and we asked her to talk about the experience.
What was the challenge you faced when needing a new business website?
We didn’t have the knowledge of the basics – where to look for suppliers and what to look for.
What went well during the job?
Working with Creative Agency Secrets we gathered the right information, so we knew what we needed to look for. The businesses responding were giving prices in a range which helped with the selection of the agency we chose.
What was offered and was it what you wanted?
The people that applied gave us a good sense of what was out there and what we are looking for – we narrowed it down with different points for each one.
And if you were to give advice to someone else in the same situation?
Give Creative Agency Secrets a call – trying to do it on your own and not having the knowledge and the experience is like a needle in a haystack – talk to someone who has the knowledge of what you need and where to look.
If you want to use the Creative Agency Secrets team expertise to brief in your marketing project – get in touch. We offer a range of services from briefing, assisting selection and project management.
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How To Make Your Anniversary Promotion Campaigns Better
/1 Comment/in Marketing ideas, Sales /by Creative Agency Secrets Teamposters for anniversary campaigns
Celebrating an anniversary whether it be one, ten or a hundred years is certainly something to be proud of. You, as a company should almost be bursting at the seams to tell potential and existing customers the news.
Of course, for customers to get as excited as you, they expect something in return. That’s how the system works. They support you for x amount of years and at each anniversary expect a little appreciation. As Mark Twain astutely noted: “It is better to give than receive- especially advice” and following this I will offer my own – He’s right. And this is why businesses offer sales; they give a little in order to gain a lot.
The question of course is how to celebrate and promote your anniversary. This can depend on a variety of facets such as the length of time of existence, the size of the company and the type of company.
It is for this reason I have come up with 4 simple categories.
4 types of anniversary campaigns
Promotions & Interaction
Reincarnation (Sticking with the religious theme)
Internal Appreciation
1. Sales & Giveaways – Clever discounts and freebies
This one is relatively straightforward. Simply reducing the final bill for the customer will obviously get them interested – more bang for your buck has traditionally been the ‘go-to’ strategy. Giveaways however can work equally effective. The total bill may not reduce however the value perceived would still have increased. Better yet, it means more of your product is being consumed by your customers.
A common tip often acted upon is to link the number of years celebrated to the sale/gift. Whether it be 10% off if you’re celebrating your tenth anniversary or every 5th item is free for your fifth, linking the years to the deal instils that number into your customers brains, meaning they will be more likely to associate your business with success and longevity. As has been hugely publicised, customers who associate success and longevity with your business are more likely to purchase from you.
Remember, you can be clever about it – 40 years 40% off may be too much of a discount for some stores so be clever! 40 = XL in Roman numerals so have an XL sale, whether it be just a larger sale than usual or a sale focused on extra-large items, it will most likely prove cheaper than 40% off but have a similar effect.
2. Promotions & Interactions – Get the word out there
This deals with how your company reaches out to your customers and the general public. Obviously, if no one has heard that it’s your anniversary no one will be excited. This therefore is critical that it is done right. Larger companies may not have to worry about it and let word of mouth do the work. Smaller companies however have their own competitive advantage – personalization.
Personalized, handwritten notes prove effective time and time again. These interactions will obviously be critical to making your customers aware of your anniversary. Under interaction I have associated cut-cost ways to deliver value to your customer – tours. Customers are always interested in how their favorite good is actually made, so offer it! They aren’t expensive to run as attendees would actually prefer to see the business running as normal as possible and give your business greater exposure to the public..
3. Reincarnation – Bring back the past
I’m sure you’re all familiar with the reincarnation of old products and methods when companies celebrate birthdays or anniversaries so I won’t go into any detail about it. However, many don’t even consider replacing current prices with the traditional ones. An example would be if Coca-Cola were to sell cans for 5c each – their original price. You may be thinking, this should be under the sale category and you’re probably right, but as it refers to the original price, it could be seen as the rebirth of the price; okay compromise, it’s both.
4. Internal Interaction – Celebrate your team
They say nothing is more important than the customer; if that’s true then employees can’t be far behind. When celebrating an anniversary, celebrate your employees’ efforts. They are just as much a part of the company as the customers and therefore, deserve similar recognition and perceived benefits. Traditionally a party always goes down well, however ensure that at least the long-time employees receive a memento, something which they can be proud of and something that will portray your eternal appreciation.
Most successful anniversary campaigns utilize more than one of these categories so for greater success, try and aim to hit at least two. And remember, no matter what strategy you choose, conveying your appreciation for the past and enthusiasm for the future never hurts.
Need help brainstorming and planning ideas? We’d be glad to help. Click here to get in touch with us.
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Top 3 Marketing Agency Scams/Ripoffs
/0 Comments/in Marketing /by Creative Agency Secrets TeamWhen you hire a marketing agency, you need to ensure that you are getting your money’s worth and aren’t being fooled into signing a contract that takes advantage of your lack of knowledge. Here are the top three marketing agency scams to teach you what not to do and help you make the right decision.
1. We can make you the “1st Result on Google”
Nobody in marketing can guarantee anything. These types of extraordinary promises are false because you can’t be sure of the actions of a target audience. Good agencies have their feet on the ground and focus on developing an effective SEO strategy rather than making empty promises. So, if an agency tells you that they’ll procure immediate results, or that they can get you to be the top search result because they have a “priority submit” with Google, it’s a strong red flag.
2. One Size Fits All
A proposed marketing strategy should be specifically tailored to your company and situation. A template marketing strategy won’t be effective because every business has a different model and needs a unique strategy that will cater to their strengths and build on their weaknesses. If they present a proposal that isn’t customised to your business, chances are, they’re after your money, not rooting for your success.
3. Lack of transparency
Some marketing agencies will assume their clients are oblivious to terms and strategies and will take advantage of this by providing very few details whilst promising grand results. If they aren’t being specific about procedures, timelines, and costs, it might be worth a little investigation. For example, we discovered that TopBuzz, a video marketing company, took advantage of the fact that most people don’t read the “terms and conditions agreement” to hide the fact that as soon as a client gives them a video, TopBuzz owns the rights to the video forever. Don’t let them leave you in the dark. Good communication is key to a healthy working relationship between any marketing agency and their clients.
These are just three of many ways a marketing agency can take your money and not deliver.
If you want to learn more about marketing agency scams and how to avoid them, join us on July 31st, 2018 for our seminar How To Hire A Marketing Expert (When You Aren’t One)
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