rebecca caroe Archives - Creative Agency Secrets

Digital Channels for Sponsorship

Getting digital marketing sponsorship right is a challenge. Activations using digital channels depend on robust messaging strategies and careful persona creation. In this presentation we have a case study from Air New Zealand and Akzo Nobel Volvo Ocean Race which you can adapt to your needs.

Rebecca was speaking on the topic of digital channels for sponsorship at the Conferenz Sponsorship Summit and NZ Marketing Summit joint event. Here are the slides and a video of my keynote.

Leveraging digital sponsorship channels from Rebecca Caroe

Thanks to Lana Mihelcic who kindly shot the video for me. Connect with her if you want a dynamic sports event manager or have contacts in sailing and The Americas Cup.

Ask Me Anything (AMA) with Rebecca Caroe

15 November, 2017/0 Comments/in Marketing /by Rebecca Caroe

How is your marketing going? If you could make one change to your marketing for 2018 – what would it be? (Be brutally honest, tell us what being in control would mean to you).

Now’s your chance to start that change.

Rebecca Caroe is doing a national tour visiting these cities

Christchurch 24th November, 2017
Tauranga on 27th November, 2017
Wellington on 28th November, 2017
Auckland on 1st December, 2017
Blenheim on 4th December, 2017
Queenstown on 7th December, 2017

Meet Rebecca in the morning – anytime from 7 am to midday and get your marketing questions answered, so you can make that change happen for 2018.

Why should I?

Getting expert and independent advice will help you find out if you are doing the right things, whether a change could help your business and give you peace of mind.

Rebecca wrote on LinkedIn recently about “rip-off” marketing agencies and what best practice for Adwords and SEO should be.

She will showcase the Creative Agency Secrets local marketing process and you’re invited to come and learn. Just tell us you’re available and we will send you the details and where to meet.

What you could learn

How to test your business website is working
8 top tips for local marketing (that you can do yourself)
How to make the one change you most want in your marketing
Why personalised coaching to learn skills is better than a training course

Doing the right thing at the right time with the right tools is what you need. So ask Rebecca when she´s in your town.

Are you ready to raise your game for 2018 and improve the return on investment from your marketing spend?

Just tell us you want to meet and we’ll do the rest. No charge – just invest your time and Rebecca will do the same.

Looking forward to meeting everyone.

Kiwibank, this is how I’d re-write your email

11 October, 2017/0 Comments/in B2C, Content Marketing, Copywriting, Digital media, Email /by Rebecca Caroe

Kiwibank email text confuses

And I made a fool of myself on LinkedIn by explaining how I totally mis-understood Mark Wilkshire’s message.

Re-write to clarify the message

Here is how I would re-write the email in order to prevent others doing what I did. [Aside: surely I’m not the most stupid customer Kiwibank has…please, humour me!]

Dear Rebecca

You have a Notice Saver bank account with Kiwibank. The interest payments for this account come from our PIE Unit Trust. The money you save in your account is invested in the fund and profits are paid back to you in the form of interest.

As an investor in this fund, we are obliged to share its recent financial performance with you. You can view an electronic copy of the financial statements for the year ended 30th June 2017 on our website via this link.

[insert rest of the statutory text here].

Lots of love, Mark Wilkshire, Kiwibank

Why is this clearer?

I think this text improves the context for receiving the message. It explains an investment I didn’t know I had and how the investment performance is relevant to my personal situation (bank interest).

Personally, I wouldn’t try to push out messages about other investments in this message. Make it simply about this one thing, and how to contact us.

The full truth about what I did on Kiwibank

And, I would anticipate possible confusion among customers by enabling self-help tools on the website to be advance programmed to have answers to questions relating to this investment.

My “Kiwibot” experience below reveals more about the lack of customer orientation and more about the regulatory communication box-ticking which probably sits behind this email misunderstanding.

Kiwibank Bot does not answer questions

Why the HELL NOT?

How to use Google My Business to improve SEO

23 March, 2016/0 Comments/in B2B, B2C, Digital media, Marketing, Marketing ideas /by Rebecca Caroe

It’s frustrating when you search for a business and get the wrong answer. Did you know that you can edit how your business listing is displayed in Google search results? It’s called Google My Business.

This short slide deck shows what you can do in the tool and then how to use it to improve how your business is listed.

How to Use Google My Business from Rebecca Caroe

How to improve a ‘cold’ email introduction

6 June, 2014/0 Comments/in B2B, B2C, Direct Marketing, Email /by Rebecca Caroe

Many businesses use direct email and purchased mailing lists for new business development. It’s a tried and tested technique.

No more cold calls or emails. [Image credit http://muddycolors.blogspot.co.nz/]

But it only works when you have a VERY compelling and well-written message.

Here’s an example we received

Would you like to have just one invoice to pay every month for all of you property maintenance? And only have to remember one number. Then give us a call and let us and our team do it all for you. From a one off job, or a complete maintenance package that works just for you

I have attached our company profile for you to see who we are and what we do

Also here is a link to our website [included but not hyperlined]

Please do not hesitate to contact us with any queries or quote requests

Kind regards

Improve your cold email text

Thanks very much for getting in touch.

As you probably can see I run a marketing business and my eagle eye couldn’t help noticing a couple of things you could improve with your approach email which I just got.

You forgot the company profile attachment. And the link isn’t formatted correctly to open your website.

But the main thing your email lacks is a strong reason for me (the recipient) to DO ANYTHING.

Take a read of a couple of our blog posts about writing cold emails

Do you see that both give me a reason to reply?

I want to make you an offer

Will you let Creative Agency Secrets re-write your cold email so that it actually gets prospects to reply or click through to your website?

We will show you the techniques that not only get read, they get prospects to take action and start a dialogue with you.

If this sounds like the sort of marketing you’d like to be doing, let’s talk on the phone next week.

I have got time free on [name date] – any time after 10.30 am.

Thanks for your time

Regards

Rebecca Caroe

P.S. There is no obligation to work with us after the phone call… but we are sure you won’t be wasting your time.

Golden Questions

5 December, 2007/13 Comments/in Marketing /by Rebecca Caroe

A “Golden Question” is one in which the answer tells you more than the question itself would imply.

Useful for research, discovery and us biz dev types who need to quickly assess new prospects and whether they will buy from us.

I learnt about it from Don Peppers who integrated it into his CRM method (Identify:Differentiate:Interact and learn: Customise). His classic was to find out whether a customer had a high propensity to buy premium brand pet food. The question was “Do you buy your pet a christmas present?”. Neat, isn’t it? Those who do, are more likely to lavish spend on their animals than those who don’t. Simple.
And so how have I used it with my clients? They are mainly working in B2B areas and so the question set needs revising depending on your particular positioning and needs.

#1 Digital Agency selling high end technology back-end services

Julian wanted to be able to find out whether a prospect wanted a simple web site or one with higher functionality. Working with him, I developed two questions to help him quickly filter people:

Question 1: What was the date of your first website?

Question 2: How many times since then have you re-launched or substantially revised it?

Why does this work? With the first quesiton, he can tell if your company is an early adopter or late arrival for the new web technologies. And with the second, he can assess your likely sophistication as a web user for marketing. Each time you re-launch a website the functionality is improved. Relaunching every 2 years means you are more likley to be interested in moving to leading edge features.

So, how does your company stack up against his questions?

#2 Agency working with start-up web businesses

These lads want to be able to find out how far down the road you are to getting your website functional. THey also need to find out the degree of technological sophistication of the person they are talking to. Pitching yourself too “techy” and you’ll quickly lose the interest of a punter but being too simplistic has the same effect. Similarly their services vary depending on the stage of the business and how close to launch the start-up business is.

Question 1: Have you got your requirements document written?

Question 2: Are you happy with your user numbers?

The first establishes business stage and sophistication and the second devines the success of the marketing support put into an already functioning site.

Now what golden questions are right for your business? Can you use them to shorten your prospecting time frame and more quickly find prospects who have the potential to become customers?

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