Paris 2024 blocked tweet

When the Olympics can’t use good English

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I love the Olympics – it’s been my “thing” since Sydney and I have travelled to watch most of the Games since that time.

And I follow a lot of sport on social media as well – so when I saw Paris 2024 had a Twitter account, I started to follow them too. It’s two years out from the Games now and I love the gradual build up of excitement, plus the news about how the preparations are going.

But Paris 2024 has got really irritating.

Tweeting to your audience

I do know that you should speak to your audience where they are hanging out. And so Twitter is a good choice for Olympic fans like me.

For an international sporting event, held in France, I’m going to guess that English will probably be the second most used language for fans – possibly the first if a lot of folks travel from outside France to watch. And so why, oh why does @Paris2024 not have a native English speaker on their team to do the translations?

In following their tweets they were mostly in French – I speak passable schoolgirl French and so could understand much of what was being said. But then English language tweets started coming out on the account. When one announced a “club” where I could register for advanced ticket information, I was quick to act.

The experience fell flat.

Customer transparency

Naturally I clicked through to register for the Club – but the landing page was beautifully designed (love the font) but lacking in two aspects of English communication

  • The “anticipatory” introduction text above the registration form was poorly written
  • The privacy opt in notices were unclear

Being a bit keen, I rewrote the introduction text and tweeted it back to @Paris2024 to illustrate how it could be improved. They blocked me. FFS that’s just childish and frankly, from a super fan like me, going to really put my back up.

I’ve reproduced the tweets lower down just so you can see whether I did a good job of improving the copy.

Secondly the privacy notices which are probably ore important from a marketing communications point of view were unclear.

I signed up for the “club” and so hope to get information about buying tickets. But what do all these acronyms mean? What if I do not tick either box? Will I get any emails about how to buy tickets? What marketing messages am I missing if I don’t check the box? And who are these partner organisations?

If I’d been copywriting this page I would have written out the names of the organisations in full IOC – International Olympic Committee –  and used similar language in both check box messages so it’s clearer to the user what they get or do not get when selecting each one.  I am guessing the second statement is for the Paralympics. Can you see the inconsistency in messaging?

Paris Olympics, fan communications,

Ambiguous email opt in statement from Olympics Paris 2024

Sport Fan Engagement Strategies

Sports fans are a committed bunch – it takes a lot to put us off your brand. And engagement with fans makes community building in public spaces a great way to sell tickets.

Paris 2024 missed a trick here.

If I was in charge of social media for the Paris 2024 Olympic Games I would do 3 things

  1. Build a fans list on each social media platform and seek to get email engagement with them too.
  2. Segment the list by country, sports of interest and start newsletter messaging for them
  3. Create separate profiles for different languages – Spanish, English, German, French for starters…. It can be confusing to get multi-language updates on one profile.

And they should also get some hashtags going… and when tweeting about Rowing in Great Britain, tag the team (@BritishRowing), write in English as well as French, and choose a photo to illustrate the tweet which actually has a British athlete in it.

Paris 2024, Olympics,

The first tweet announcing the club for receiving email updates 

Paris 2024 Olympics, Poor copywriting,

Others agreed that the English could be improved 

Copywriting, Paris 2024

My improved copy for Paris 2024 landing page 

Paris 2024 blocked tweet

And I got blocked for my troubles. 

British Rowing, Paris 2024, Twitter best practice

I love rowing and this thread about the history ended with a photo which didn’t include any British athletes. Nor did they tag @BritishRowing

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Alex Haney Photographer, Restaurant marketing tipps,

Ways to increase interest in your restaurant

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How To Increase Interest In Your Restaurant

If you’re currently running your own restaurant establishment and want to increase the level of interest you’re getting in your business, then take a look at the following post. We’ll be listing some top tips on how to make your restaurant stand out more to the public and increase your revenue. Subjects we will cover include marketing, making changes to your menu, and how location affects your business. Keep reading to find out more.

Offer Deals And Incentives 

One way to help gain more customers is to offer discounts and incentives. For example, you could run a buy-one-get-one-free offer on drinks and cocktails, or discounted meals on certain nights of the week. This will help to create a buzz around your restaurant as you’ll be offering something unique. Marketing the deals and incentives you have on offer will help to generate interest in your business and widen the audience of potential customers. If you want more of an idea of what deals and incentives will appeal to customers best, then consider running a survey through your website or social media pages. This way customers will be able to help you decide by suggesting what would appeal to them the most.

Invest In Marketing And Advertising 

Well, we would say this wouldn’t we – but an ongoing programme of promotions and brand awareness is critical for long term restaurant marketing success. When it comes to generating more interest and increasing the number of customers you get, marketing and advertising are key tools to use. Whilst initially spending more money on marketing and advertisements may come at a cost, you should see it as a long-term investment in your business. As marketing can help you to target more customers and generate more business, ultimately it can end up making you more money. Good marketing strategies to use for restaurant advertisement include having active and engaging social media pages, a high-quality website, and advertising on other websites. And don’t forget Google My Business – keeping your listing up to date with new photos and post announcements weekly is really important for local marketing.

Change Up Your Menu 

Part of the reason you may be seeing less interest in your restaurant is that customers have grown tired of your menu options or there aren’t enough options available. Changing up your menu can help to solve this problem and generate more interest from customers. You don’t necessarily have to make grand changes to your menu. Simply adapting the dishes you have on offer can make a big difference to the interest you get from customers. Try using high-quality ingredients such as locally sourced meats and organic vegetables. You can use this as a selling point for your menu as your customers will know they are receiving good quality food. If you’ve been running the same dishes from your menu for a while, making changes and being more innovative with your menu options can help create more interest. When you make menu changes make sure you advertise this so that your customers are aware. For example, posting images and content on your website and social media. 

Redecorate Your Premises 

It’s important to remember that the food your restaurant is serving isn’t the only factor that can affect the customer’s opinion of your establishment. Even if you’re serving great food, customers can be put off from coming back to your restaurant if you don’t create an overall high-quality dining experience. The way your restaurant is decorated could be off-putting for customers and make them less likely to enjoy their experience whilst being served. Especially in this day and age where people like to post about their experiences on social media, having an aesthetically appealing restaurant can help generate more interest. If you renovate your restaurant and make it a good photo opportunity, you can quickly begin trending on social media as customers post about your restaurant. This makes it more desirable to attend, meaning more customers and higher revenue.

Change Locations 

The location of your restaurant business could also be leading to a lack of interest from customers. When it comes to choosing where to eat, many people need a venue to be conveniently located for a number of reasons. For example, customers might require ease of access and parking facilities. It could also be due to how you’re located in regard to other businesses. Some customers might be looking to go out for drinks before or after their meal.

 If you’re in a more secluded location, this can make it inconvenient for potential customers so they may look elsewhere. If you feel your location may be holding your business back, then consider moving to a different location that could offer more benefits for your restaurant. Try and look for premises that are within your budget, but also offer you aspects that can help to boost your business. For example, premises that are located near to other points of interest or businesses but not too close to direct competition. Premises that are highly visible and that will have plenty of nearby footfall are also good options. 

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affiliate marketing, clickbank,, saas marketing,

SaaS affiliate marketing

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If you are marketing a SaaS product you should totally consider two types of marketing

  1. Channel partners
  2. Affiliate sales

There’s a difference although they can overlap.

A channel partner is a business who has a similar customer base but is selling something different but complementary to yours. They are motivated to sell your SaaS because it enhances their product or service.

Affiliate sales are from businesses who have a similar customer base but is in need of an upsell, a new income stream, or a “way in” to a new customer. And so they promote your SaaS alongside their own business. Frequently these are firms with a good audience or mailing list which they want to monetise.

Affiliate services

There are many businesses offering to run the affiliate sales for you – most handle creating unique URLs and tracking conversions for your affiliate partners. They should also handle the payouts to your affiliates.
Here are several for you to research.
  • https://www.tune.com/
  • https://www.shareasale.com/info/pricing-merchants/
  • https://www.awin.com/gb
  • https://www.digistore24.com/
And here’s a How to create an affiliate program guide written by an affiliate marketing platform – Clickbank. A tad self-serving but useful as a checklist.
I attended Traffic And Conversion Summit 2021 and Thomas McMahon of Clickbank did a useful talk on how to recruit affiliates and build a landing page for them. My notes include screen grabs of his talk.
Enjoy.

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Xerocon

Balancing Direct & OTL marketing

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This is a write-up of the B2B Marketing Disrupted event 31st March 2022 hosted by the New Zealand Marketing Association.

The second Marketing Disrupted featured both Account Based Marketing and Breakthrough Brands – the balance of the direct and above the line which all B2B marketers know is a true juggling act – but still within our job description!

Account Based Marketing from scratch

Andrea Clatworthy from Fujitsu UK set out a deep dive case study into how she started an ABM programme. Her honest insights into the realities of changing a longstanding business model were refreshing.

Her definition of ABM is right people, right message, right time and Fujitsu also uses the 3 Rs – Relationships, Reputation and Revenue to further refine the scope of the programme.

This is a strategic approach with sales and marketing working together to open doors and increase engagement with stakeholders in specific identified accounts, with a view to increase Relationships improve Reputation and ultimately generate Revenue.

The triangle of ABM in Fujitsu is based on a top layer of One-to-One ABM using key accounts each with an individually customised account plan. Below this is the One-to-Few layer which is a mix of new and existing accounts, clustered by similarity with modest personalisation in the marketing mix. And at the bottom of the triangle is One-to-Many with a focus on new accounts, broad programmes with light personalisation using technology to enable scale.

The first 18 months were critical to the success of Andrea’s transition – she started with the sales account plan which uses a robust 6-step process which everyone now follows. Back-up resources in a portal with how-to guides, policies and guidelines was a key part of the success. Andrea also outlined how to secure buy-in and her 12 week ABM launch plan slide is worth a careful read.

Building a meaningful brand

Deconstructing what lies behind a well-known brand gives marketers insights – seeing the process which led to the outcome can help you work out how to implement it in your own firm.

James Kyd of Xero ran through 6 traits of breakthrough brands. Each trait has a behaviour allied with it. I found this very useful because it allows you to see if your marketing activities are delivering the behaviours you desire. 

Accountants are a key audience for James, he selected them because they’re a growth driver for Xero software sign ups. His over-riding campaign plan tells stories about accountants. And these get told from the outside-in (case study videos) and also inside-out from within the accounting community (surprise gifts).  

The 6 traits are:- Build from a cult following, Commodity as a status symbol, The rise of the B-corp, Un-capitalism, Open source generosity and Remodelling the category.

A key position for Xero is to advocate on behalf of accountants – doing the things they individually cannot. An annual state of the industry research study is not only good for PR it helps accounting firms to benchmark themselves. The other big pillar of the activation is the Xerocon conference and event. James says this will be back as an in-person event this year. It will continue to celebrate the passion accountants bring to their work and to create memorable experiences for participants. These are two ways Xero connects in person with  its customers.

And isn’t it nice that a brand still does in-person events? 

 

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delete profile, crm for B2B

Unsubscribing and deleting databases

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Have you checked you whether your CRM allows users to completely remove themselves from your records?

I find this a frustrating issue as a marketer.

I want to know that you once had a relationship with us; but I respect your choices (and privacy legislation).

A Pleasant Surprise

When I received a notification that “You haven’t logged i for a while, would you re-verify your email address?”.

I hastened to click through and was delighted to find the option to completely delete my profile from their site.

delete profile, crm for B2B

Does your CRM allow customers to delete their profile?

CRM advantages for Marketers

Despite the irritation this causes me (I have a genuine desire at all times to know the “universe” of possible customers for my business) the outcome has its advantages.

  • I am now focused on real prospects in my CRM database
  • I’m not paying for server space for disinterested customers
  • And the tidying up feels good
  • Plus I can do some profiling for prospects who resemble those who delete themselves

So check for yourself, can customers self-serve and remove their profiles from your site? Have you planned regular database cleaning to keep your CRM up to date?

 

Resources and additional reading

Should I delete or unsubscribe from the mailing list?

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ecommerce, phone black friday deals

The Pros of E-Commerce

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Online retailers offer cheaper prices than their brick-and-mortar counterparts because they do not burden overhead costs. They also benefit from lower operational expenses, enabling them to pass savings on to the consumer. Below are some of the benefits of E-Commerce:

Convenience

E-commerce allows consumers to shop from the comfort of their own homes. There is no need to fight traffic, wait in line, or carry heavy purchases home. Furthermore, online retailers offer a much wider selection of products than traditional stores. Most products and services can be easily purchased online and delivered right to your door.

Affordability

E-commerce provides consumers with the opportunity to buy many of their favorite items at affordable prices because there are no overhead costs associated with running a physical store. Consumers also avoid paying sales tax on most purchases. You will save gas money since you do not need to drive around town visiting several stores searching for the best deals.

Product Diversity

Consumers can find virtually any product they are looking for online. This includes hard-to-find items and items not typically carried by local stores. In addition, online retailers often have a greater variety of colors and sizes available than traditional stores.

Shop Anywhere

The advent of e-commerce has allowed people to shop from anywhere in the world with just a few clicks. It made shopping accessible to anyone with an internet connection and mobile device. In fact, shoppers can now browse and purchase anything straight from their laptops without actually visiting physical stores.

Secure and Safe Transactions

E-commerce transactions are typically very secure. Online retailers use sophisticated security measures to protect their customers’ personal information. Consumers can often feel confident that they are getting a good deal because most online retailers offer a return policy on items they are not satisfied with.

Customer Service

Many online retailers provide excellent customer service. This includes answering customer questions and resolving any complaints promptly. In addition, online retailers often have staff available 24 hours a day to help with customer service issues.

Constant Availability

Products are constantly updated and restocked on e-commerce websites, so consumers can always find the latest products. In addition, online retailers often have sales and coupons which provide additional savings to customers. In contrast, brick and mortar stores typically only offer sales on certain days of the week.

Convenient Return Policies

Many e-Commerce merchants offer very convenient return policies, often with no need to provide a reason for returning an item. This makes shopping online a much less risky proposition. In contrast, traditional stores often require customers to have a receipt to return an item.

Customer Reviews

One of the great advantages of eCommerce is the ability to read customer reviews before making a purchase. This allows consumers to make informed decisions about which products to buy. In addition, many online retailers ask customers to provide feedback on the products they purchase. This has enabled CEO Patrick James to learn what customers like and dislike about their products or services.

Increased Reach

With e-Commerce, businesses can sell to customers all over the world. There is no need to open physical stores in other countries, and you can sell your products online. This increases a business’s potential customer base significantly. E-Commerce is a type of retail retailer that allows buyers to purchase products online through websites or apps. It has revolutionized the retail industry and has increased sales for online retailers.

Utilizing PPC advertising services can also boost the visibility and sales for e-commerce businesses by driving targeted traffic to their website through online advertising platforms.

Delivery Speed

In many cases, e-Commerce purchases can be delivered within a few business days. This is much faster than going to a local store where you must wait several weeks for your order to arrive. Some items may not be available for immediate delivery if they come from a third-party supplier or are customized based on personal preferences.

The convenience of e-commerce makes it attractive to shoppers because it allows people to shop from home. Consumers benefit from the cost savings, variety, and product diversity that e-commerce provides. E-commerce merchants also benefit from lower operational expenses, which enable them to pass savings onto the consumer.

 

Related articles

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privacy act 2020, NZ marketing association, B2B marketing,

Direct Marketing Best Practice Guidelines

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Published by the Marketing Association (New Zealand). Download the full Direct Marketing Best Practice Guidelines.

Good advice here for:

  1. Legal collection of personal information (13 Principles)
  2. Storage and security of data
  3. Access and disclosure
  4. Maintenance of data
  5. Removal / suppression of names from databases
  6. Data selection tips (list brokers)
  7. Data warranty register

privacy act 2020, NZ marketing association, B2B marketing,

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SEO copywriting, keyword check

Website copy testing for SEO

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I hired a copywriter to do the website home page – but how will I know if what they wrote WORKS?

Great question – I got this from a customer who did not hire me… but had the savvy to ask the right question. It looks nice but is the website home page copy doing its job? Bringing inbound traffic, showing up in SEO, right keywords and key phrases.

Testing web copy

After the copy has been published on your website leave it in place for a week so that the search engine spiders can crawl the site and index it fully.
Then do a test to see how you are performing.

Natural Search Copywriting

I will show you how to find out if what they wrote is showing up in natural search with the right keywords.
[Getting Google to show your website when someone searches online is a sign of GREAT copywriting.]
Go to this website, put in your URL and look at the results.  This client has 17 keywords and 0 visitor traffic. (It’s a new website so I’m not concerned about traffic volumes right now).
  1. Are these the right keywords for [your business]?
  2. Check the visitor traffic from New Zealand (it defaults to USA)
  3. What keywords are you showing up for? Do they look sort-of right?
  4. Check the search difficulty (right hand column) the lower the number the easier it is for you to compete for it

What next?

Your copywriters job is complete if the keywords match your business products and services – the type of search phrases you would expect someone to use when looking for a business like yours.

Now hand over to the marketing team – they will work out how to get website visitor numbers UP, how to start conversations with prospective customers and how to get customers to return and buy from you over and over again. [Inbound marketing; outbound marketing; loyalty repeat customer marketing; testimonials.]

Website traffic and Key word count

SEO copywriting, keyword check

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