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.
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 12:08:002018-08-29 13:24:37AirNZ gamifys its customer segments
Join us for a Marketing and Business Development Workshop to help you get your year plan sorted!
What Will I Get Out Of It?
We’ll walk you through our 8 Step Business Development Methodology, which will create a detailed plan of activities for the year that will drive new leads into your business and position you to achieve your goals for 2017.
You’ll also learn tips, techniques and marketing tools for your business which are vital to your modern marketing success. These are tried and tested as we do them ourselves and for our clients.
Join our Group Workshop Session on 26th January 2017 in Auckland for $500.00 + GST. This fee is per business and so you can bring 1 colleague with you.
Build your business development plan for the next year and guide your business towards success.
This workshop is for business owners and managers who are responsible for finding new clients and growing revenues. It will show you the practical, tried and tested techniques that the Creative Agency Secrets team uses for its clients.
You will learn:
How to create a unique company profile.
A check list of marketing activities .
New business pipeline analysis and tracking template.
What you need to do to get better known in your industry.
Learn relationship building for getting and keeping long term clients.
How to spot opportunities for new business sales.
The business process that delivers leads.
What to measure to track progress.
Each attendee will take home a high level plan for their business – planned through the year with month by month activities.
Testimonials from Nov 2016 attendees
“It was good to be in the group and to feed off Rebecca’s comment and experience. I don’t record leads and whether they were successful and that will definitely be useful in future.” Nicola Manning, Nicola Manning Design
“I enjoyed it.It was definitely worthwhile.I thought it was a good bunch of people and it was very interesting.” Dave Sauvage, Sauvage Design
It was really good and I will do a strategy accountability partner each month.I am going to leave my paid mentor group and do this instead. I have to get into the headspace to actually go back and review everything and set goals for each month. The wide range of people was very good especially the male female diversity. Jo-Anne Hitchcock, H Architecture
“I thought it was useful and when people are at different stages that’s interesting.I could do a few things differently which is partly a time thing. Beneficial – I got out of it as much as I could.” Jeremy Sutton, Jeremy Sutton Lawyers
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https://creativeagencysecrets.com/wp-content/uploads/2016/10/workbook.png844642Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-11-23 16:47:292016-11-23 16:48:45New Year Marketing Planning - resolve to do this!
Customer feedback. These simple words are in every businessman’s mouth (and 2-hour long Powerpoint presentations) and can give you priceless insights if done right. This data is essential to measure customers’ satisfaction and make your products/services meet their needs. But let’s be honest, the ways people use to collect it are not thought through like they should. From annoying guys with clipboards knocking on your door to spammy messages in your inbox, research is carelessly planned by most companies. Fear not, though: we have a few suggestions for you on how to seize your customers’ opinion.
Yeah, you know where I’m going: the infamous surveys. Right now, as I mention the words “fill a form”, I can almost hear your eyes rolling. It’s something loathed by most of us, and some planners consider just a necessary evil. Doesn’t matter if you are the poor soul who’s spreadsheeting the results for that damn thing or, God forbid, the one answering to an endless questionnaire.
Understanding the importance of this kind of research, many companies offer rewards to customers in a hopeless attempt of getting useful information to work with. Burger King, for example, used to encourage customer feedback offering FREE FOOD if you completed their online survey. However, even a free burger was not incentive enough to make me bother to finish those.
Ok, so where are those brands failing miserably?
The process itself is outdated. If the activity is too laborious, doesn’t matter what “prize” you are offering. People tend to quit or, even worse, answer rubbish by mindlessly marking “x” on random fields just to be done with it, giving you worthless data.
Now you are probably asking yourself the million dollar question: is there a way to avoid wasting your resources while collecting useful data?
Make it fun
Surveys must be dynamic, well designed and lighthearted. No one can stand boring lists of questions and tiny “tick boxes” in this day and age. You can use a tool like Typeform, a Spanish startup that is mastering user experience for all kinds of forms, from a simple suggestion box to a more intricate survey. You can check an example at the end of this article. Their innovative service promises to keep “focused and engaged respondents” with a beautiful interface, responsible for a 59% completion rate on the platform. That’s a MASSIVE result.
Make it meaningful
Your customer has to understand the objective of giving you feedback and see that you are actually listening. You can start showing your appreciation by making him part of the creative development of new products, like McDonald’s did with the “Create Your Taste” campaign. There was no money involved, just a warm feeling of belonging and the thrill of signing your own McDonald’s sandwich. Crowdsourcing at its finest, bringing excellent results (and funny memes, because internet).
Here at Creative Agency Secrets, we made a testimonials campaign for ourselves by partnering with a charity called StarJam. Offering donations in exchange for a few words from our clients, we turned their feedback into social proof for our own brand on the internet. You can check more details reading our case study.
https://creativeagencysecrets.com/wp-content/uploads/2016/09/customer-feedback-survey.jpg341845Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2016-09-22 14:02:132016-09-23 17:42:37Don't Be Boring Is The Best Way To Gather Customer Feedback
I’d like to chat about marketing for my small web design business. I’ve got to this point without needing to do much marketing, however, to grow, I need to be doing something! What’s your advice?
Having looked at many, many web design agency websites, there is one clear point of difference which you have that others do not have. You BOTH do web design and you’re a Shopify expert.
But the website doesn’t separate the customer journey (pathway through the site) for these two groups. It’s important to shortcut the number of clicks a visitor makes on their discovery through your site.
Recommend: Separate links to detail pages for these two services
I asked you about the split in clients between web and Shopify – and you told me it was about 50:50. Then you told me some of your clients were first timers – getting a website or ecommerce store for the first time. This group needs to be treated differently from clients who know how to buy web services. This group can lose you money as they are inexperienced.
Recommend: Set up a page for FirstTimers to guide them through how to brief an agency.
You also told me that some of your work is advice, particularly for Shopify clients. You charge an hourly rate for this work. This is a good rate, but it’s non-repeating business.
Recommend: You offer two services for advice. One is straight advice; the other is training. Double your charges for training because you are teaching clients how to be self-sufficient and to run their own Shopify stores.
[Click the icons to see other articles on these topics]
If this advice is useful for your business, consider hiring us to help tutor you through effective business marketing. Can’t pay? Join our newsletter and you’ll get a free 8 article series of practical business marketing tips to implement yourself.
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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 Caroe2016-09-21 18:11:152016-09-21 18:11:15Marketing for a web design business
Finance people see marketing activities differently. They may be blocking spend that you perceive essential. To understand the Chief Finance Officer’s perspective on marketing, we decided to interview expert CFO Trish Love about how she makes decisions to spend money on Marketing.
Marketing Activities versus Cash Flow
Trish has an 8 step process she uses to appraise marketing budgets and to prioritise spend. She explains “these steps are not sequential but there is a loose logic I follow.”
Budget the Activities In – both the time and money. As a CFO you must have a budget before you commit spend. If you mentally allow for some cash to grow the business – later you can refine the spend detail.
Budget for contingencies – there WILL be some. If it’s in your budget it’s easier to make a decision – if it is not in a budget it needs a higher benchmark of certainty in order to justify the spend commitment. We have 90 day planning and strategy cycle. And so the next step is whatever you think the budget is going to be, double it. Do this for money and also often for time budgets. For contingencies – there will be some. Things to remember: contingencies happen. If you are wrong about the $10k budget and right about $5k spend then you’ve got $5k more profit but your budget was conservative.
Take a “can’t afford to get it wrong” approach – have measurable results. You can’t afford frivolous spend – your CFO will ask for measurable results as often as possible. Not all these will be very refined e.g. it can be difficult for some campaigns to map directly to winning a customer. As a CFO, I take this approach as often as I can without being overly focused on it.
Consider alternatives – choose wisely via expert advice. This is part of your decision making process. Review your options – what are the best high level strategy? the best tactics? who should deliver? when? should this be internal or external? All these give a flow chart or mind map to demonstrate your decision making pathway. In my experience, while drawing these together a natural path illuminates. You can see which route is best. An example I had recently was a review where I could see we may not be able to afford $20k but we can get 80% of it done for $8k. This told me that this path is be the better one for our business.
Plan – time in your calendars, money in your budgets. This is self-explanatory – book marketing meetings and time to do the work as a regular diary event.
Prioritise – time, money, outcomes. To illustrate this, let me ask you a question.“If you took advice from a marketing expert one day and each day you took their advice you got $5k revenues in return. Then how many days of the week would you meet your marketing expert? If the results from marketing is cash flow positive why wouldn’t you do more of it?” I find business decision makers choose not to do marketing because of a lack of trust, a lack of competency, a lack of time or a lack of know-how. If you to spend the first $500 to make $1,000 or to spend $1k to make $2k… the “scaffold-up” method of spend and results is one approach for a small business. This enables you to afford marketing as you grow. My advice to marketing people who are pitching for more budget is this: you have to bake the marketing cake with all the ingredients – if you miss out the baking powder and eggs, you’re blown. the cake won’t work without key parts – your marketing expert should help explain this to you. This conversation tends to get people stuck. You are in a situation is when it’s so obvious to the expert but they forget to frame the outcomes in a way that resonates with the business owner. It’s the advisor’s role to have that conversation. CEOs in NZ are money- and time-conscious so know what the deliverables are – scaffold up. Systems, general operations, finance, marketing – are the 4 area of a business. Then remember to give each of the 4 turn about for budget and attention.
Sequence – also in parallel and cross pollenating effects. Once we’ve got the plan now put in the ongoing sequence….I look for the easiest way to do things. Do a marketing activity once and use it 3 separate times. The sequence has to be carefully thought through so you can do work in parallel with cross pollenating effects. Do a newsletter – look for different vantage points for the reader depending on which part of your business is writing the article. How will it resonate?
Some activities are not negotiable – decide what these are and hold the boundaries – too easy to let them slip otherwise. You need to know what these are. Make a conscious decision if you have an inverted pyramid you must know how far way down you can go before you run out of money… each strata reflects a different activity and cash. Know which you can do before you run out of money and time. Decide to hold the boundaries of the things which are critical; don’t let them slip. If something is insidious you may not notice. If it’s intentional it still may slip but you know it’s happening. Agree up front what is in this bucket.
Getting along and working effectively for the good of the business is the outcome we all seek. So there you go. I hope this summary helps marketing folks to understand finance folks and vice versa.
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https://creativeagencysecrets.com/wp-content/uploads/2016/07/cash-flow.jpg341845Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-09-07 08:58:242016-09-05 12:00:13How to Cash Flow your Marketing
Data is worthless unless it has meaning. Today’s marketer has access to more data than ever.
Finally we stand a chance of overcoming the traditional hostility to marketing as being 50% wasted spend because digital is wholly trackable and spend ROI can be calculated. And yet now, when all this is within our grasp, marketers fail to transition because they don’t understand data. They don’t like data, marketing doesn’t recruit numerate graduates and so the “fluffy” attitude to our discipline continues.
This annoys the hell out of me. It is not difficult and so I make analytics required task for all the interns, graduates and new staffers joining our team.
So what numbers should a business owner and a marketer look for and how to interpret them?
Analytics is free
Google has a comprehensive analytics package called Google Analytics (GA) which is freely available and you should install it on your website. You can ask your developer to install the code in your website or use plugins such as the Google Analytics for WordPress by MonsterInsights (formerly known as Google Analytics by Yoast). There are more sophisticated packages, but start your pathway to analysis glory with the workhorse of the industry.
One of the best things about GA is that many marketing software applications integrate with it – so if you use marketing automation with Campaign Monitor or MailChimp or InfusionSoft then once it’s set up everything gets tracked with no further effort on your part.
Finding your space online
Most businesses understand how to find and occupy a niche online – the keywords and search phrases which you want to get found for and the competing websites and brands for your business.
And so your content marketing will be resonating with others who share your niche.
The bit of analytics I love most is the incoming referrals data.
I was with a client who sells paleo food products through an online store. They had never, ever looked at their analytics account. Ever. So we took a look and found they had incoming links from powerful bloggers who had the potential to resell their products. Double Whammy – a strong incoming link sending traffic to the site plus a potential new distributor. Two easy actions for them to improve business revenues. And all it took was a look into GA.
Referrals Data Analysis
So let’s go on a little journey inside Google Analytics – first looking at the Acquisition tab and then below, the Referrals sub-category. Ooh, I love this part…. look at all the websites where people have followed a link into your website…. but there’s more. Now find the pages they linked to by adding to the data display. Go to the top of the referrals page and look for this button, click on Secondary Dimension and below on the menu that appears expand the menu below “Behaviour” and click on Destination Page. Now you can see all the visitors from different sites sorted by the page they came to.
Does this help?
Oh boy yes. Now I know which content is engaging to readers, which source websites are sending me traffic and in what volumes to which pages…. I can find pages where the content gets visited regularly all the time, I can find blog posts that get very little or a large amount. This allows us to adjust what we write, which keywords, which audiences and where to share the content.
Things that you can do to improve incoming links.
If there are a range of companies sending traffic to your homepage, consider creating a landing page just for them. We have several on our website – take a look at this https://creativeagencysecrets.com/yellow/ Yes we wrote a page just for visitors from our Yellow Pages listing. It contains information that will help shortcut their journey through the site to finding what they want, fast.
You can do this too
Other small tasks worth paying someone to do (if you don’t know how) is integrating Google Search Console with GA so you can see the Queries your website shows up for and how many click-throughs you get and what your average display rank is (page one or page 21?). So helpful.
And if you use Google AdWords – your reporting from the agency who does the work for you should include as a minimum the following data points.
• Number of leads
• Cost per lead
• Top Adverts
• Number of impressions
• Which keywords are sending traffic
• Search query
This last, search query, is really important because it shows what the potential customer typed into the search engine…. and that’s gold as far as on-site SEO goes. Same as the Queries inside GA.
There is core data which as the advertiser you need and as the marketers, we need, in order to focus our efforts appropriately.
So let’s get started as confident analytics users whose marketing delivers return on investment.
Teach yourself, get tutored or go on a course. Doesn’t matter how, just get on and do this one thing.
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https://creativeagencysecrets.com/wp-content/uploads/2016/08/marketing-analysis.jpg341845Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-08-05 12:10:572018-06-27 15:55:01Getting insight from your Marketing Analysis
Do you know what their interests are, what they want and need? Sure, we’d like to think it’s all about us and our brand. But there are strategies to reach your audience in a way that will get them engaged in you and your brand that goes beyond the surface of what you think they want from you. There are tried and true ways for you to know your audience better.
What’s your common denominator?
Find out what you have in common with your audience so you can be the brand that they trust. Engage them to keep them coming back to you. If you’re a marketing communication manager, in public relations, an agency marketer or have done the Audience Industries Sequoia curriculum, you should understand what to do, how and when you need to to make sure your audience comes back to you… every time.
Get to know your audience better with Audience Industries Circles
Audience Industries is coming to a town near you in May and are bringing Circles with them. Really good news for you. The course is broken up into 7 modules that will help you to really get to know your audience. Audience Industries wants to show you how to bring your audience to you, over and over again. Keep them coming back by speaking their language, learning their paths and optimize your ads to deliver maximum value for your site. Because we know, it’s all about the money.
Here’s what’s in store for you if you sign up for Circles:
Module 1: Learn what your audience has in common with you
Module 2: Be the brand/business that your audience trusts
Module 3: Find out what your audience wants and needs
Module 4: Break down the elements of compelling stories and apply them to YOUR story
Module 5: Understand what makes your audience take actions on your site and use the information for good
Module 6: Get the strategies that create likes, clicks, shares… real engagement on your social media channels
Module 7: What you should know before you optimize your ads
Sound like something your business needs?
We thought it might. That’s why founders Dan Morris and Rachel Martin are bringing Audience Industries to New Zealand for the second time. The Circles curriculum is coming to these big NZ cities this May, so book your tickets now while there’s still time:
It’s not just the Circles curriculum that’s coming to town.
If you think the Circles curriculum is good… you’re right! But Audience Industries has 3 other curricula that we think you should take a look at, too, to help you grow your business in an online world. Read more about the Audience Industries NZ Tourfrom Creative Agency Secrets to see just what else you can learn from Dan and Rachel. Don’t waste any more time wondering how to grow you business revenue online! Book your tickets for a city near you now.
Sitting with a client, he brought up a competitors website and asked me how much traffic they got in comparison to his site.
Top 3 ways to compare websites
There are several free tools you can use to compare your public website statistics with other websites. Remember things like Google Analytics only work if you are authorised to see them – so they’re no good for competitors.
The top non-Google site for appraising the popularity of websites on a worldwide scale. I use the Chrome Alexa extension to get this screen grab for our website showing incoming links, global ranking and local country ranking. We are the 405, 597th most popular website on the planet.
A cute comparison for two sites that shows more information than Alexa. This gets different data from Alexa but adds in some nice additional features like traffic volumes (in thousands), bounce rate, time on site, page views, countries, traffic sources (direct, referrals, social, email, display), Audience interests and similar sites. Then you can add in a competitor site URL and get a direct comparison. Very cute.
The digital marketers best friend for detailed data comparison, SEM Rush is the big daddy here. It dives deeper than the others into keywords, comparing paid and organic traffic, main competitors, branded search vs non-branded (helpful for marketing). Plus you can choose from 26 country search engines to use (Google.com or your local google.com.au for example).
That’s what Creative Agency Secrets specialises in. Give us a call or email for an appraisal of your site, your business marketing and how to improve.
Read more blog posts about Analysis and Profile Raising by clicking the icons below. Each is a step in our 8 Step Methodology
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https://creativeagencysecrets.com/wp-content/uploads/2016/01/Alexa-CAS.png376820Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-01-19 18:16:342016-03-02 16:11:41How to compare my website with a competitors'