If there’s one thing the Internet has taught us, it’s this: honest isn’t just the best policy, it’s the only policy. If you try to pull a fast one on people you’ll ALWAYS get found out. Sometimes a little faster than others. So take a lesson from Watergate and Clinton’s Impeachment trial: It’s never the crime, it’s the coverup. If you’re found out, come clean. Immediately!
April 2011 - PS Insights
We have an expression when it comes to the Internet. Is your site a FLoP? What we mean by that is “Flock Of Pigeons.” It’s a site that gets huge traffic, but no action. Like the Burger King “Subservient Chicken” site. Millions of hits and it didn’t sell chicken sandwiches or do anyting for their brand. Like the pigeons in St. Marks Square in Venice, they all flutter in for a visit…but then they take off before you can throw a net over them. Borrowed interest may yield millions of hits but zero sales. So ask yourself whether your Website is delivering serious customers or just…pigeons.
There are three ways you can engage your audience: Passive (television, radio, print), Active (sweepstakes & promotions) and Interactive (Web 3.O). Ask yourself what the relationship is that you want with your customers – then ask yourself if the best way to get that is with Passive, Active or Interactive connectivity. Then go for it.
Gilbert Gottfried killed the duck that layed the golden egg. As the now-former spokesquack for AFLAC, AFLAC is now looking for a new voice for the duck. A very clever national contest as a response to what could have been a big problem for the brand. Whenever you’re faced with a problem, think about how to turn it into an opportunity.
“Show me a good time.” It’s what your spouse wishes you would do. It’s what your kids seem to demand of you all the time (“Read us a story. Please!”) If you think about it, it’s the only thing your customers want, as well. When was the last time you surprised and delighted your customers? Take a look at what you’re offering and ask yourself what you can do – today! – to show your customers a good time!
Is there really a new audience out there? Yes and No. Yes, you can find them on Twitter and Facebook and LinkedIn and FourSquare and Beluga and GroupMe. They want to be connected. They want to be engaged with you. So yes, there’s a new audience out there. And at the same time, no. There isn’t a new audience. It’s just your old audience hanging out in new places. Whichever is the case for you, find out where your main target audience is spending its time (and resting its eyeballs). Then find ’em and engage ’em.
|The new media is like the story of the 7 blind men & the elephant. Each blind man goes up and touches a different part of the beast. The one holding the trunk thinks an elephant is like a snake. The one holding a leg thinks an elephant is like a tree. The one holding an ear thinks an elephant is like a sail. Each one has a different view of the creature. Make sure your marketing group understands the entire beast, not just the body parts.|
Advertising agencies: Big, small, regional, interactive – who cares? Consumers respond to brilliant communication. No one’s got a license on that. More and more we’re seeing great work coming from ad agencies you never heard of. More and more you’re going to see great work from consumers whose ideas have been encouraged and implemented by companies who recognize that the idea is way more important than its source. The old model advertising agency is becoming more and more obsolete. The King is dead. Long live the King.
The customer has moved to the center of the conversation. Now you’ve got to give them better reasons than ever to connect with you. The blogs and Tweets we post every weekday are meant to provide value to you, our customers. Are you blogging — personally or professionally? Do you Tweet? What are you doing on Facebook? Are you on LinkedIn? Will we see you on FourSquare? Does your company have an active, energetic social engagement policy with your customers? If not, get social and get to work!
Advertising isn’t dead, it’s reinventing itself…every day. Never before have there been so many platforms — diverse communication vehicles to connect with consumers. Never before has there been such ready access for consumers to be brand advocates, advertisers, crowdsources. It’s the most exciting time ever for advertising as innovation, new connections and new ideas are coming at us faster and faster all the time. Tomorrow will hold new opportunities for brands, advertisers and the newest creative partner in the marketing mix — brand savvy customers.