Today we announce the Economy Watch podcast by Interest.co.nz has launched. It’s a daily summary of the key overnight news that affects the New Zealand economy.
Short podcasts for news
In scoping the content and audience for this podcast, we decided that a short format podcast was a good choice. Listeners are on their way into work and can catch a 6-10 minute update quickly during their commute to work.
Authored by David Chaston, Editor and voiced by me (Rebecca Caroe), we are really pleased with the early listener feedback.
Please go and listen and tell me what you think. Appreciate it!
Tongue twister podcasting
Now here are the things I’ve found hard to say coherently in the episodes so far. See if you can spot them in the audio
German government bonds sold at a record low yield overnight. They sold 10-year Bunds [bund / bond]
India imposed higher retaliatory tariffs [why was retaliatory so hard?]
China’s Central government coffers [coffers was the issue here]
at the Japanese-hosted G20 summit [not sure why I can’t say summit]
Little surprises that reward your customers are a really nice way of helping them to feel special.
Today I got a marketing easter egg from Seth Godin.
The benefits of careful reading
The message was short, barely formatted and it’s one I have waited a year to receive. Hidden in the fourth line was a surprise.
Don’t forget to look for the purple circle on the website to get the best price.
Seth Godin, The Marketing Seminar
…. and so I took a look.
It looked like a pretty piece of graphic art. But one of the circles had an embedded link. NICE….
How do you reward your loyal customers?
Sometimes I get frustrated when we make an offer and few people take it up. I think “That’s an AWESOME deal – why isn’t everyone paying attention and buying?” But I realise that I’m looking at it the wrong way around; I should be delighted that only the most savvy, the most loyal and most deserving customers are the ones who take up the offer.
I think of these as my “ultra-loyal” customers. They care enough to read. They don’t skip my messages and so I can give them a reward that others don’t take up.
https://creativeagencysecrets.com/wp-content/uploads/2019/01/LSI-keywords-seed.png4662054Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2019-01-04 14:07:162019-01-04 14:07:24Keyword tool tip for 2019
The most visited pages were prioritised for translation and the migration plan included adding shop products in descending order of popularity.
Integrations with MailChimp were also planned and a range of marcoms tactics to publicise to the existing user base.
Stage two was to add multi-currency to the site. Since German was the language we added, it was clear the Euro currency was needed. Finding a good plugin wasn’t hard – but customising the display to suit the site made usability better.
The default install is below – the user has to notice that the flag doesn’t match their country and then click the down arrow to find alternatives. This was clumsy and not very obvious since nothing actually mentioned that this related to payment choices.
Drop down currency choice
Our improvements were made with two changes – firstly displaying the currencies side by side in a grey bar and secondly by adding a label “Change Currency”.
Change Currency label
Lastly we recommended the client pay for the fully functioned version and add many more currencies – we selected these based on the countries where website visitors come from.
Full multi currency list
Unexpected outcomes and challenges
Here’s our list of things which we found challenging and which should help you shortcut your own learning.
Back end is duplicated now in each language – but you have to select each page or post individually for translation
Creating new landing pages for each language means that the URL needs to also change, making the site structure more complex
The tags and categories can be translated, listed for the translation team to work on or left untranslated
Categories lists (created alphabetically in English) are listed differently in other languages
The media library is common to both – but labels, naming and searching is in each language
Publicity tools like OneSignal work across the whole site and were sending out updates in both languages. Customers noticed and told us they didn’t like this.
Mail Chimp allows editing of database field labels e.g. “Subscribe here” but we found that a lot more work was needed to update all the messaging with subscription confirmation emails, unsubscribe messages etc.
Overall we found that we needed to create “rules” for the teams using the site – marketing, translation, web and merchandising so that it was clear where and how we expected any product, image or article to display and be included in the taxonomy. Many of these rules could not be anticipated and so necessitated detailed checking of each others’ work to identify mis-matches.
https://creativeagencysecrets.com/wp-content/uploads/2018/11/Full-currency-list.png3461092Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-11-12 11:48:022018-11-12 11:48:02Case Study: Multi Language Website
Twice a year you get a chance to run a promotion themed around the biannual clock changes in spring and autumn (fall). We call it daylight savings or “summer time” but either way, the clocks advance or retreat an hour.
Here are 5 themes for promotions you can run in your marketing
Daylight Savings promotion for clean carpets
5 Daylight Savings Promotions
A reminder – some products change over time and so using this clock change as a reminder can help your customers. Toothbrushes need changing each season; Carpets get cleaned twice a year – a campaign we did for Cleaneze carpet cleaning.
Something to do – A new activity which reflects the new season we move into. Start a sport in Springtime. Or new clothes for winter.
Stopping doing something – This is great for diet products or changing habits – if you swim in the ocean in summer, you could move to pool swimming in winter.
A change of routine – working with children and particularly small babies is challenging getting them to sleep. Promotions for Sleep remedies, child care advice and behaviour coaching.
Modern clocks are often automatically set to change – but how about all your old manual clocks – could you offer a service to show how to change the clock on your car dashboard?
Meanwhile, what could you customer be doing with the time saved? Send her a stress ball, a gel eye mask to relax with, a new book or magazine voucher or a coupon for a free coffee and a muffin.
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).
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. firstname.lastname@example.org 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
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.
Thanks to Dawn who wrote in asking “What does a client brief look like?”
Let us help you out.
What to do when hiring an agency
If you sub-contract your marketing to an agency or to freelancers, you want to be sure that you pay for and get good quality work.
A lot of the quality of output is due to high quality input. By that I mean, briefing documents. If you can explain clearly what you want, how you want it done and timeframes, you are far more likely to get high quality work back.
For briefing we always give a lot of detail and we also ask the freelancer to write back with answers to our questions.
We choose these carefully in order to show us that THEY have read the brief.
Please tell me what access permissions you need before you start the job
And we also ask them open questions whose answers tell us if they understand the scope, how they would approach the job and allow us to assess how good their English is.
Estimate how long the job will take
Tell me what problems you anticipate
Below is a template document which we use when we receive instructions to do some marketing for our clients. You can download it from the link.
Each sub-heading is self explanatory – as a client you should fill in each section as clearly as possible and then send it out to the agency or agencies you want to work with asking them to send you price quotations.
Alternatively, you write longhand what you want and the agency will fill in the gaps in the document. Then you should approve it before instructing the work.
Connecting two compatible businesses with each other can be one of strongest networking tools for you and other businesses. By connecting the groups, not only are you solidifying your own network, but also helping the two businesses who may be able to benefit each other.
But often times this can be difficult over email.
In my networking group, we’re working hard to make it really EASY for members to introduce each other to new prospects and new clients.
I was asked by the group to help coach them in the best way to write an introduction that others could use. So let’s say you wanted to introduce my firm to another business. Here’s how you would do it.
Hi [their name],
I just wanted to connect you with Rebecca from Creative Agency Secrets. I know you were interested in increasing your business’s online presence, and I’m sure they’ll be able to help.
Creative Agency Secrets is an expert in marketing and promoting businesses using traditional and online methods. They work as the outsourced marketing team for busy businesses doing marketing that starts conversations and leads to sales.
I have seen their work for [name a client] and used them for my own business to write the copy on our website About Us page. And I’ve also recommended them several times and had great feedback especially about their careful attention to detail.
I will leave you two to connect – I’ve spoken to you both about each other and shared your emails and phone numbers below.
[both parties’ contact information]
The 5 elements of an effective email introduction
Introduce: explain why you sent the email
Start: with their one-liner…. who are they and what do they do
Build: with an example of their work for someone you both know, preferably. If you can’t say you have worked personally with them, a mutual acquaintance is a positive reinforcer.
Memorability: Add an anecdote that describes your experience – if you can make it funny, cute or WOW that’s best but not strictly necessary.
End: Include all the information they need to continue a dialogue without you….
We plan on creating a shared document for everyone so they can cut/paste the text into emails for business referrals for new business development.
The best introductions are when you’ve spoken personally to both parties. NOTE not emailed, spoken….
https://creativeagencysecrets.com/wp-content/uploads/2013/12/Email.png17381920Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2018-06-27 09:35:132019-07-15 12:42:41How To Introduce A Business By Email