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My Marketing Thing is about letting you explore the different ways you can promote your thing – with a dash of fun and a little soul.
We share ideas about branding (moo), website marketing and that SEO stuff, affiliate hobnobbing, printed promotional bibs and bobs, what those boring marketing terms actually mean (corporate image, corporate material, corporate branding, etc – and why the bizarre fixation with the dull word ‘corporate’) and basically how to sell things without feeling dirty.
In short, My Marketing Thing is about your marketing thing.
More about My Marketing Thing and The Marketing Thing Queen: Megan Hills
Okay, the title to this post is a little misleading. 'The art of…' – well, let's just say that creativity is not encouraged when writing a media release.
For a start you need to:
- be factual
- sound objective
- pull back on the adjectives
Writing style
In short, you need to write like the journalist you are sending the release to. Be a copy cat – it's greatest form of flattery and they might actually find your media release useful for publishing.
If you write as if the journalist has written it, less 'work' will be required on the journalist's part. Less work means a greater likelihood of your information appearing.
Keep it short
You will probably find that the general media the style can often have quite short and punchy sentences. Again, get rid of flowery adjectives. And best curb your release to one page, if possible.
Difficult terms
Unless you're sending the release to an industry publication, avoid jargon. If you must use jargon, explain what you mean by it. Provide a phonetic translation (in brackets) for words that might be hard to pronounce.
Media release format
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Head your page: Media Release – For Immediate Release (unless embargoed), and include the date
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Title of media release: think of an interesting/unique eye-catching angle/hook
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Basic facts must be addressed first: Who, What, When, Where + Why
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The following material: prioritise information, most important first
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Include quotes from yourself (and perhaps other relevant parties – approved, of course)
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Base of page – event details (if appropriate): title/name/dates/venue
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Base of page – contact details for more info, high resolution images and interview opportunities: your full name, work/home/mobile telephone numbers, and (where appropriate) fax and email contacts
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Also include image caption information for image(s) attached
Headline
This is important, even though the journalist is unlikely to use it if they take the story. You write a headline to attract the journalist's attention. It still has to be in sunc with what would appeal to that journalist's audience. Something new, topical, even controversial, is worth focusing on – as long as it's relevant to the content of the media release.
Again, keep it short and punchy.
For example: "Sydney artists protest exhibition snub", or "New findings offer relief in healthcare crisis". That kind of thing.
First paragraph
Put the most important piece of information in the first paragraph. Use active and engaging language, and keep it to less than 30 words.
Quotes
Include quotes from the most relevant person (or people) to speak to on the issue, including their title(s)/position(s). If the journalist uses the media release, the article would appear as if an interview had taken place, even if there wasn't the time. Including quotes can also inspire journalists to call for more statements.
Vitally important points:
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Be original and fresh
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Be topical
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Don't use too many adjectives (I know, I keep saying this)
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Don't write an advertisement, be objective
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Avoid big news days
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When all else fails, write a 'list article' (best ofs, top tens, etc.)
Check it before you send it
Triple-check your facts, names and contact details. Proofread your release, and preferably have two others do this for you, too.
Emailing the media release
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Write a short intro in message box then paste the release text below
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If attaching an image ensure it’s a low resolution jpeg file (preferably attachments under 2.5 MB total)
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Consider also attaching a PDF version of the media release with a small image of your work in the header (don’t use Word, as it jumbles text and images)
A note on images
Sometimes a great photograph can determine the success of your media release pitch. If you don't have a good original photograph, you can suggest a particular image library photograph instead (ensure you tell them where it came from).
If an original image is offered, include the photographer's name and the year the photograph was taken in the caption information.
Hold on – who are you sending it to?
Make sure you do your research and find out the best people to send the media release to. Find out individual names and their email addresses – this might involve picking up the phone and talking with a receptionist or the journalist. Also ask about their deadlines for content (glossy mags often work to a 2-4 month lead time). Your media release could arrive too early or too late to be useful.
Make sure your email starts with their name: "Dear…."
Journalists, editors and sub-editors change jobs form time to time. So make sure your media contact list is up to date.
What next?
You can follow-up with a direct call to your key media contacts. But don't expect to speak with them directly. Most journos I know seem to have their voicemail on permanently.
If time and resources permit, you can post a media kit. Media Kit Content: media release, CD of images and relevant docs, business card or relevant promotional card, past (but relevant) media clippings/published reviews, etc.
Wrapping up
Media interest relies on your information to be:
…and, of course, irresistible reading.
There's a lot of people out there at the moment saying 'Don't waste your money on advertising'. The grand alternative offered tends to be three-fold:
- online marketing
(blog posts, directory listings, keyword optimisation, social marketing like Twitter, etc.)
- affiliate marketing
(partnering in some way with another business who has a mailing list that matches your target market)
- free press
(sending a media release or media pack out to selected journos in the hope that they will tell the world about you)
Advertising can be expensive and there's much to say about these 'big three'. But sometimes advertising can be the right thing at the right time in the right place – it could be just what your business needs.
It all depends on your particular situation (your budget and what you want to see happen where, etc.). It is a case by case thing.
There, I've said it.
Now onto that third item: Why free press might be better
Appearing in a newspaper or magazine (or online news) article can be a beautiful thing for getting the word out there about what you do. So can appearing in a television or radio segment. This kind of exposure is often considered better than advertising.
Why?
Because 'news' is considered by most people as objective information – and therefore, likely to be trustworthy. Advertising, on the other hand, is just you promoting yourself. That much is obvious. You could say anything. So why should I trust you?
Is any publicity good publicity?
Apparently it was Irish poet and dramatist Brendan Bahan (1923-1964) who said 'There's no such thing as bad publicity'. What you might not know is that the quote ends '…except your own obituary'.
(side note: I don't know if Toyota would agree that there's no such thing as bad publicity right now)
At least with advertising, you know the message is going to be a positive one. In the free publicity playground, there is no guarantee.
Ideally, we would all love positive publicity to the point of bursting enthusiasm. But the media have to do their best to appear objective (this is not always achieved, but it's the industry's official 'duty of care').
Still, it is possible for a story to appear both objective and positive. And that's what we need to shoot for when writing a media release
What is a media release?
A media release is an item of news about your business, your products and/or services, or contains an industry-related topic where your opinion is expressed, and is sent to selected members of the media.
You hope that they'll make your media release a front page article with a fantastically eye-catching photo next to it. This doesn't always happen but, for some, is has happened.
If the media decide to use your media release for a story you don't have to pay. It's not advertising. They are using your information as part (or all) of their research.
Being helpful to journalists
Bearing in mind that journalists are having a terrible time with insane deadlines (remember Russell Crowe's constant whining as the journalist in State of Play?), a well-written media release – with a timely story relevant to their readership – can be considered pure gold.
If a journalist is stressed, lazy or has a if-it-ain't-broke attitude, your media release could be accepted and printed verbatim. If they cut your story, the release is often edited from the bottom up. So you must have all the important facts at the very beginning. The story might end up being only your first paragraph. Better to have that than nothing at all.
Are you newsworthy?
The media is willing to support almost any story – as long as it has an angle or some kind of newsworthy potential and is relevant to their readership. Editors are always looking for things that are unique and different.
So de-ostrich yourself. Raise your head and look around you. Be conscious of what's going on 'out there' and how your story might be relevant to the bigger picture.
Next post…
…will outline how to write a humdinger of a media release. So keep in touch 
This post was written by Megan Hills. Megan is a writer, cartoonist and marketing 'here's my two cents' gal. She also likes going to the movies. Find out more about Megan.
I always thought Coke and Pepsi tasted pretty much the same.
When I read Malcolm Gladwell's book 'Blink – The Power of Thinking without Thinking' I realised just how close they once were – but are not anymore. All because of the roller coaster ride Coke took with market testing.
Mini-commercial:
In my previous post about market testing your promotional concept, we looked at the different popular approaches people take to market test their business names or logo designs – without spending thousands on a market research agency.
The Market Research Challenge
In 'Blink' we see The Coca-Cola Company spending rather a lot on a market research agency in the early 1980s. Why? Because that is what large companies tend to do. But the early 1980s was particularly active for The Coco-Cola Company. Pepsi was slowly but surely edging in on their market share. Then Pepsi's sales began increasing significantly when they launched the advertising campaign called 'The Pepsi Challenge'.
The Coca-Cola Company launched into full-scale market research on the matter. Naturally, their testing was focused on comparing Coke to Pepsi. A sample group of dedicated Coke drinkers took a blind taste test sipping each brand. The majority picked Pepsi as their preferred drink.
'Eeek!' said The Coca-Cola Company.
Additional tests were carried out and the same results occurred. Pepsi was associated with 'rounded' and 'smooth', while Coke's bite was now being described as 'harsh'. As a response, Coke released 'New Coke' – a sweeter cola, much like Pepsi.
The disaster
The New Coke sat on the shelves. The product launch was a failure, that much was certain. But The Coca-Cola Company couldn't work out why. All the testing indicated great success for The New Coke.
The problem with the market testing was that many people found Pepsi nice to sip but were not so partial to drinking a whole can. So – for all the expertise enlisted and money spent – the way testing process was carried out was fundamentally flawed. Taste testing is fine. How you taste test is another thing.
A note about focus group failings
Malcolm Gladwell also cites the focus group failing of successful television shows All in the Family and The Mary Tyler Moore Show.
Focus Groups are people gathered by market research companies to talk openly and honestly about how they feel about a particular product(s) presented to them. This is called 'qualitative' research. Qualitative research is not designed to find out how many people feel a certain way, but to dig deeper – to discover 'why' and 'how'.
The third episode of Studio 60 on the Sunset Strip (created by The West Wing's Aaron Sorkin) has in its first scene television network President, Jordan McDeere, pointing out how lousy focus groups are at determining success – listing Seinfeld, Hill Street Blues and (once again) All in The Family as focus group failures. Apparently all these show really did bomb in the focus group tests.
What's the real problem?
Unfortunately these television show examples have led to high-level criticism of the focus group process. But, like the Coke example, it is not necessarily the testing model that's the problem. Taste testing is fine, focus groups are fine. It is how they are used that is the issue.
Focus groups should not be mistaken for quantitative research. Quantitative research (as in: 'quantity') is for finding out how many will like it. Alternatively, qualitative research (as in 'quality'), such as focus groups, are great for gleaning insights from your target market to guide your development.
Should market research determine whether you go ahead?
In 'Blink', Gladwell gives another beautiful example of a product that didn't test well. It was a new ergonomic office chair called Aeron, created by Bill Stumpf of Herman Miller Inc.. Using mesh instead of fabric meant that you could see through to the intricate workings of the design. The comfort level rated through the roof, but the people didn't like the look of it it.
The company launched the Aeron chair anyway.
The Aeron attracted great interest from the design industry, won a major design award and the chair became a cult object. It also began to appear in films and television commercials. Sales boomed. What was once perceived as ugly had, with the right exposure, become – as Malcolm described – beautiful.
Perhaps if Herman Miller Inc. had also tested with high level design professionals they would have known that particular group would be the avenue to lead the promotion of the chair.
It is these kinds of strategies that can come from market testing – that will make the research worthwhile.
Motto of the story:
When it comes to market testing, be VERY careful with:
- the sample of people you select to test with
- what you show them and/or give them (and how)
- what questions you ask them
- how you interpret the results
Have you done any marketing testing? If so, how did you approach it? What happened in the end? Post us a comment and tell us about the experience.
This post was written by Megan Hills. Megan is a writer, cartoonist and marketing barista. She also delights in stories about large multinational companies who do silly marketing things, despite their billion dollar budgets. Find out more about Megan.
The last post about briefing your logo designer prompted a great comment. It was actually more of a query:
How do you know that your logo is going to appeal to your target market?
The short answer to this question is: test it on them.
Now, there is testing and there is testing. You need objective feedback from those who are likely to buy your service or product. But how do you go about getting this objective feedback about your new logo – or any marketing concept?
Hire a market research agency
You can consider enlisting the help of a market research agency to carry out an investigation on your behalf through surveys and/or focus groups. The two main areas of market research are: qualitative (why?) and quantitative (how many?).
If you have a few thousand up your sleeve, then it might be worth getting a quote (or two) from these guys. Depending on your situation, it could be the best business investment you've ever made for your business.
But if you're not flush enough for this service (and many in small business aren't), there are other things you can do.
Let's take a look at some popular common approaches and whether they are useful:
Asking your family
My clients love to test any marketing concept on their family. Whether it is a business name, logo design or campaign premise, the spouse and little Jimmy seem to always get their two cents.
Your family are people that already love you and accept you. It's natural to want to involve them. But don't do it. For a start, your family probably isn't your target market. And even if they are, how can they possibly be objective?
Asking people in your office
This is something that a graphic designer I know does on a regular basis as a way of testing her designs. In my view, this approach could be more misleading than informing.
While her colleagues might have experience in marketing (and not all of the do), most of the time they are not the target market. So what they 'like' or 'don't like' doesn't actually count.
It is a good idea, however, to show a concept to your sales team to get their feedback. Chances are, they know a lot about your target market and can give some informed pointers. But that isn't where the final decision should rest.
Asking your existing customers
This the next thing my clients do. The idea of asking clients you know really well for their feedback is appealing because, like asking your family, it's not a great imposition. These are people that have accepted you and wouldn't mind the request.
While we are now in the realm of 'target market' the problem with this approach is that they already know what you are selling. It is harder for existing clients to pick up on any possible misconceptions. They will find it difficult to be objective.
Like with your sales team, by all means get feedback from them. But don't stop there.
Asking people on the street
My father used to be an executive copywriter for a number of multinational advertising agencies. While big budgets were allocated to many of his projects, this didn't stop him from going down the end of the street with a clipboard and asking 10 people (in the realm of the target market) three key questions about the product he was working to promote.
He crafted the questions to ensure that he would not just get a 'yes' or a 'no' answer. Those approached had to explain why they felt the way they did.
At times my father compared the results of this approach with those derived from a market research company. More often than not the ratio results were the same.
But your target market might be hard to nab on the street, so be conscious of that limitation. If your target audience has a broad demographic (both genders and/or large age bracket and/or wide ranging income levels), this way of market testing could be just the thing.
Asking those you know are potential clients
This is a cracker if you can pull it off. Is there a positive way to survey those in your target market who are currently buying from your competition? You are bound to get some interesting data. However, approach this option with care.
If the person feels imposed upon by your survey-waving, then the exercise can backfire badly. You have lost a potential client before you have even started selling to them. And if they tell other people about their negative experience then you may have lost many potential clients.
So the ideal is to find ten people who fit your target market profile (that don't know you well – yet) who are willing to give feedback beyond 'yes' and 'no'.
This can sometimes be safely achieved through currently loyal clients who know people just like them. Again, approach with caution. Your don't want to spoil a good relationship with a current client.
In this world of increasing anonymity, people like to give their opinion. But if it's a ten page survey that is going to take them half a day – with no direct reward – their desire to contribute is likely to fade.
So keep the testing short, make it fun and give those interviewed a reward for participating.
Next post…
..you will find out how even the biggest companies in the world can make HUGE mistakes when it comes to market testing.
This post was written by Megan Hills. Megan is a writer, cartoonist and marketing cha cha performer. She's also very nosey about what other people think and feel about things. Find out more about Megan.
Following from my previous post on logo basics even some graphic designers forget, here are some things to consider when approaching a graphic designer to create a logo for you.
But before we start…
Why give your logo designer a brief?
A friend of mine recently approached a graphic designer to create a logo for his new business. He told the designer the name of the business and described the service he provided. Then he said, 'Go for it' – i.e. the designer was to present a wide range of branding ideas.
What came back was two pages of half-baked concepts, none of which my friend was remotely happy with. From my experience, this result was not surprising.
I could understand the guy's logic. An open slather brainstorm can often bring about amazingly creative ideas. But the brainstorm needs to come from a strong foundation. And what you ultimately want is a strong presentation from the designer with a logo that will work.
The designer needs to know all kinds of things to create that happy outcome. And contrary to popular opinion, graphic designers don't have ESP.
Does the designer already have a creative brief form?
Before writing your brief, ask the designer if they have a creative brief questionnaire. This document will assist in preparing answers that will inform their approach. Some designers don't have this template set up. Don't ask me why.
Who is a logo for?
No, it's not all about you. Naturally it is important to be comfortable with your logo, but don’t think that it should be purple because purple is your favourite colour.
Your logo is one very powerful way of making a connection to those you want to reach. So think about what are they going to be attracted to.
List the basics of your business:
- What is your business name and tag line?
- What is your core service(s) and/or product(s)?
- Who is your target market? (list demographics like age, income and geographic area)
- Who is your competition and what makes you different from them? (copy and paste business logo designs from your competitor's websites, so the graphic designer knows how to differentiate your business from theirs)
Explore your logo's logistics:
- How is the logo likely be used? (consider letterhead, business cards, website, signage, stickers for packaging, ink stamps, pens, t-shirts, embroidered on uniforms, billboards, television, etc.)
- Are you likely to need sub-branding? (i.e. a logo for each of your products/services)
What are some key words that convey what your business represents?
- Some examples: nurturing, reliable, secure, feminine, lush, hygenic, fun, creative, practical, resourceful, friendly, etc.
Already have some ideas?
If you have some visual concepts in mind, sketch them out. It doesn’t matter if you think you can’t draw. Any indication is further information for your graphic designer.
Important note: Just because you come up with a concept doesn't mean this is what the logo will end up being. Your designer may think up something completely different that works ten times better. Well, you would hope so. It's what they do for a living after all.
When non-designers have design ideas for their business, it is best to get them out in the open. Why? So the concept can be discussed. Your idea might be useful to the process…or, at least the exercise gives your designer an opportunity to explain why you idea is appalling (hopefully they'll do this nicely while offering chocolate or a tumbler of whiskey). Then you will be able to move onto other, decent ideas.
Changing an existing logo?
If you already have a logo, ask yourself the following:
- What are the elements that are already successful?
- Why do you think they are successful?
- What elements do you want to change?
- Why do you want to change them?
What do you expect at 'Presentation Time' from your designer?
My two cents: three deeply considered logo concepts from your graphic designer is generally better than a multitude of possible ideas.
A couple of dollars worth of two cents (I've addressed these points – and more – in the previous post, but they are important):
- Have the logo(s) presented in different sizes (really, really small is important)
- Have the logo(s) presented as black & white versions
- Have the logo(s) presented in a corporate material context (e.g. business card layout)
- Have the logo(s) printed on different kinds of paper (newsprint, glossy, etc.)
- Make sure you see how it looks on a computer screen (sight colour variations between printing and screen are usual in these instances)
And make sure you own the copyright to whatever design is decided upon.
Wrapping up
Gathering as much information as possible in advance before briefing a designer not only helps with initial discussions, it also assists with potential negotiations later if the designer has strayed off the brief.
So be painstakingly detailed in your brief. Throw all your thoughts down – even though you will be welcoming new ideas from the designer….won't you?
And be nice to designers. Even if they look strong and assertive, deep down they are usually gentle, sensitive souls. And this sensitivity is a good thing. If they weren't, their powers of creativity would be dramatically diminished. And that would be our loss.
This article was written by Megan Hills. Megan is a writer, marketing consultant and cartoonist. Megan thinks that graphic designers who are able to create logos that are highly creative AND work logistically AND are relevant to the business' purpose are the Zen Masters of our time. Read more about Megan
A good logo is a simple one. That doesn't mean designing a logo is simple. In fact, it's the crème de la crème of graphic design.
Your logo – as simple and sweet as it may be – needs to do a number of things:
- reflect your business accurately
- work logistically in every format
- look different from everyone else
- be appealing to the folks you want to reach
Because of all these considerations, it is a good idea to hire a graphic designer to create your logo. You want to look spiffy, don't you? An amateur job is not the go for something that is so important. You need make a good first impression.
Still, even if you have a great graphic designer enlisted to help, it doesn't hurt to know some things about logo design yourself before kicking-off.
Between you and me…
…I'm a little shocked at how many graphic designers I've come across who don't take the logo basics into account. Because I couldn't help myself, I made a pretty bold statement about these kinds of graphic designers on the website Flying Solo. Predictably, the article received a ton of flack from furious creative souls.
Blog tip: Writing contentious articles is a great way to attract 'comments'.
Moving right along…
Below are some considerations that might help guide you (and your designer) towards a logo that is both practical and powerful:
What is a logo?
When people think 'logo' they generally think of the symbol that appears next to (or under or above) the business name. But your logo could just be your business name in a particular font, sporting particular colours.
Or you can have a graphic as part of your business name, rather than beside it.
Warning: Be wary of graphics that break up the business name, rather than pull the visual together in a neat package. Breaking up the business name can send a 'scattered' message.
How you choose to approach the basic nature of the logo design depends on:
- what you want to communicate (i.e. your key message)
- who you are communicating to (i.e. the people you want to buy your gear)
- how the logo is likely to be used (i.e. what promotional formats this baby will appear on)
Do you need a symbol?
Logo symbols can be a great way pack a punch for your brand. They often sit on the left hand side of the business name (like your business' right hand man). Symbols can be handy for favicons (otherwise known as a 'website icon' or 'bookmark icon' i.e. the little round symbol that can appear before your website address on a web browser).
They can also appear as a watermark design behind text in promotional material or on a product packaging tag.
There are all manner of ways a logo symbol can be used to help your branding along. But not everyone feels the urge to have one and that's okay too.
Some more design tips:
- Make the logo design simple - The simpler, the more powerful. Instant recognition is the name the logo game (look at the logos of major banks and telephone companies – as evil as they might be, these businesses generally have the simple logo thing sussed).
- Keep the number of colours used to a minimum - Aim for two colours maximum, not including white, and avoid subtle tonal changes.
- Avoid metallic colours - They require expensive inks/stock and don't translate well on computer/TV screens (e.g. copper will convert to a murky brown on your website).
- Do you have a tag line (slogan)? - If so, have a version of your logo with your tag line.
- Avoid hairlines – Thin lines can get lost in photocopying, on television and on computer screens.
- Test the logo’s appearance: Fax it, photocopy it, print it out, look at it on your computer monitor.
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Does it reduce well in size? What can you see when your logo is 3cms in width – or even smaller?
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Check it out in different formats: See how it will look on letterhead, with comp slips, business cards, order forms, packaging, web page, newsprint, glossy paper.
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Consider appearance beyond corporate material: As an ink stamp, in a small black & white newspaper ad, on a billboard, embroidered on a uniform or printed on a promotional t-shirt, etc.
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If the logo is one colour, have a reverse colour option - If blue on white, for example, check out the white on blue option.
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Ensure your designer gives you a black & white version of the logo (if you have a colour logo).
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Also have a black & white inverse option - White on black/black on white.
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Consider having both horizontal and vertical versions to accommodate different layout demands.
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Consider 'long-range' identification - If street signage, expo signage, event banners, and/or uniforms spotted easily in a crowd will be important to your business, consider your logo to be a light colour (or white) on a strong background colour for it to be seen quickly and easily from a distance.
A couple of legal tips
Make sure the design hasn’t already been trademarked by someone else. And check that you own the design, not your designer – ensure the copyright ownership is documented and signed by both of you.
Wrapping up
When satisfied with your logo design, make sure your logo appears on EVERYTHING. Business cards, letterhead, signage, packaging, e-mail signature, advertising – the works.
Familiarity creates trust (unless your logo appears on the news in relation to something really bad). So don’t be shy, go forth and shamelessly stamp your logo about the place.
Next?
Next I will write a post on how to brief your designer. It is likely to involve chocolate, so stay posted (boom boom).
Maybe even consider subscribing to My Marketing Thing….
This article was written by Megan Hills. Megan is a writer, marketing consultant and cartoonist. Despite popular opinion, she also has friends that are graphic designers. Read more about Megan
It was winter. I was editing….over-hauling….a newsletter article for a client. Rubbing my icy hands in front of my computer monitor, I stared at the sensible health advice before me. It was very sensible and it was very dull.
The article was about protecting yourself against the dreaded flu. And it was particularly dreaded that year. The Swine Flu had been around for a few weeks (Australia still had warm weather when it hit in the Northern Hemisphere). With winter now rolling in, Australians were about to become more vulnerable. So the article was topical. But the writing still didn't hook me in.
So what what was the problem?
Maybe it was because the internet was already swamped with swine flu information. This was just another 'protect yourself against swine flu' article. So I did something cheeky that my reputable client was nice enough to allow. And it worked.
1. Have a run of puns
At the height of the swine flu panic came the usual round of swine flu jokes. The jokes were rapidly forwarded from inbox to inbox around the globe. The process was much like a virus, but one affecting funny-bones.
I basically grabbed all the swine flu puns I could find and made up some of my own and fed them into the sentences of the article.
"I don't mean to boar you with the obvious…', 'Trot out for regular exercise…' , 'Hit the hay…' .
Okay, I'm not going to get any awards for comedy. But because I said "Spot the 10 cringe-worthy puns" near the beginning of the article, people read the WHOLE article to find all the puns. And they actually learnt something in the process. Oink, oink.
2. Have a competition
I came across a newsletter for an insurance company the other day. Insurance isn't the most riveting of topics, is it? This newsletter had four pages of information. Four pages about insurance…what a drag. Except it wasn't. Instead the newsletter drew you in through a number of ways:
- Writing that addressed my questions and problems before I even thought I had any
- Colourful, engaging photography of people doing fun, interesting things that lifted my spirits just looking at them.
But the magic to this newsletter was the competition.
Now there are competitions and there are competitions…Some have a prize and say 'fill out this coupon, send it in and hope for the best'. You might be lured to tick a box on the coupon, giving permission to receive the company's promotional guff by email – and other competition opportunities. That kind of thing.
This bunch decided to have five questions as part of the competition. The answers were found in the different sections of the newsletter. Not rocket science, but the process made you read everything. The whole four pages….about insurance.
3. Say something personal in an interesting way
This is one that took me by surprise. A client by the name of Jeff wanted to send out an e-newsletter article with a number of newsy bits about the business. Jeff also wanted to mention at the end of the newsletter that he was going away on holidays for three weeks. Then his clients would know he won't be around at that time to help them.
I asked him what he would be doing while away. "Surfing – lots of surfing" was his reply. So in the e-newsletter we started off with highlights of each news section and hyperlinked them to the full news item below. The final highlight was about the holiday break. But we didn't write "Jeff will be on holidays". Instead, we wrote:
Jeff's quest – As a great man once said: "a quest isn't a quest unless you're prepared to die for it"
That got people hyperlinking to the actual news item at the end – which read:
Jeff's Quest - From 11-27th October, Jeff will be away at Sunshine Beach to work on his quest to win the World Title in surfing (yes, for Jeff it's all about the intent).
Most subscribers already knew who Jeff was. And most knew that it was unlikely Jeff would be found in the audience of the World Title let alone competing – the bracketed words hinted that it was a joke. But the news item even drew interest from those who had no idea who Jeff was.
The item – as small as it was – prompted a great response. Clients contacted Jeff for a number of reasons: to wish him well, book with him before he left and, for some, to talk about the gnarly waves on the point. Awesome.
Important note:
Use this tip with care. It depends on the business you work in as to what might be appropriate when introducing personal information into your promotional material.
The motto of the story:
Take your readers on a journey that is entertaining as well as informative. And don't be afraid to be human.
This article was written by Megan Hills. Megan is a writer, marketing consultant and cartoonist. She also has a renegade approach to grammar that irritates some people. Read more about Megan
A client recently got in touch about finding a name for a new business. The staff brainstorm had already happened back at the client's office. You could have called it a tsunami.
The client wanted my feedback on their ideas. The staff had obviously gone through every thesaurus on the planet. They had also given their best college try to be fun and creative.
But my feedback changed everything.
The team had started off well. A pretty thorough job had also been done on analysing how the competition was branding themselves. What seemed to work ‘out there’ and what didn’t.
One staff member had actually gone to the trouble of writing out the key elements of the business and what makes them different (called a 'USP' – unique selling proposition). Three key messages had been identified. All great stuff.
You would think all the boxes were ticked. But they weren’t.
Let’s say the client’s business was about recruitment. The list the staff came up with were generally one-word shots, like ‘connection’, ‘fusion’, ‘empower’, and ‘dovetail’.
Each word was a vague gesture towards at least one of the three key messages. I felt sorry for the words. An awful lot of pressure had been put on them. They needed support. They needed context.
When choosing a new business name it can be helpful to imagine how the name is going to sit in a logo. And when you do this, consider the following:
Ask: What is your industry?
If you are in recruitment consider having ‘recruitment’ in the name. There are two good reasons to try this out:
1. Potential clients will then know immediately what industry you’re in (i.e. how you can help them)
2. You have a nice keyword in your domain name (good for Google searching)
So instead of just ‘dovetail’, see the name as ‘Dovetail Recruitment’.
Ask: Is it available?
A quick gander on Google and you’ll see that all the business names (connection, fusion, empower and dovetail), along with the word ‘recruitment’, have been taken somewhere in the world.
Important note: Don’t just check if you can register it as a business name and if it’s already trademarked. You need a good website address as well. The hat trick.
If you want to have a global presence, finding a name that is still available can be challenging. If you want to be more local, then it is generally less of a problem.
Either way, it is worth going through the process as thoroughly as you can to end up with a name that works.
Ask: What’s your tagline?
Let’s keep with ‘Dovetail Recruitment’ as a business name for now. It sounds okay and we know what you do. But what makes you different from other recruitment agencies?
This is where a tagline becomes helpful. A tagline can really push home what is special about you.
Perhaps your recruitment business has a special screening process that has a unique, lateral approach to finding the right person for the job. The process screens candidates for qualities beyond the usual criteria that other agencies use.
What could your tagline be? Perhaps something like:
Lateral recruitment for better results.
So we’re now looking at:
Dovetail Recruitment
Lateral recruitment for better results
The positives about the line is that it prompts the question ‘What is lateral recruitment?’. A potential client might call you on the basis of that question.
To a lesser degree it prompts another question: “better results than who?”. The imagined answer would be “Better than those silly-moo linear recruiters that you usually hire”.
But the line needs improvement. Firstly, you don’t need ‘recruitment’ in the tagline when it’s already in the name. And it might be good to try a more personal approach. After all, this is a ‘people business’.
So let’s make it:
Dovetail Recruitment
Your lateral resource for better results
But what if we think (after some market testing) that the term ‘Wide Net’ might be worth introducing? The word ‘lateral’ is still quite effective… Do you change the tagline or change the name? Be bold. Try changing the name and see how it feels.
Wide Net Recruitment
Your lateral resource for better results
Compare this business branding example to one small brainstorm word: ‘dovetail’. See the difference?
The punch line
I’m not saying ‘Wide Net Recruitment’ is the best name for this particular business. Or that ‘Your lateral resource for better results’ is the best tagline. The point is, the business and the tagline need to work together for the key message to come through powerfully and succinctly. Combined, they need to say what you do and why you are special.
Test them both on your target market. Ideally, this means a good swag of people that don’t know you from Adam. This way you will have a better chance of receiving helpful, objective feedback.
One final tip:
Say the business name. Don’t just write it. I’ve seen too many names where the potential client would hesitate before attempting to pronounce the darn thing.
You might think the name is straightforward to pronounce, but always test it. Use a flash card and get strangers to speak it out loud.
Then, by all means, sing your new business name from the rooftops.
Megan Hills is a writer, marketing consultant and cartoonist - more about Megan
If you are my 69 year old retired mother, I'd have to say that Twitter is not vital.
If you are a corner grocer in an outer suburb, it's possible that putting the majority of your promotional energy into Twitter might not be the most productive step.
Just in case you are unsure about what Twitter actually is (and, no I won't titter at your bemusement, because in some ways I'm still working out what Twitter actually is): Twitter is an online social marketing tool where you can create a profile and send out messages (Tweets) that are up to 140 characters long.
Many assume that being in marketing means that I am not only Twitter-savvy, I am also Twitter-obsessed. I have to be honest…I’m not obsessed (as mentioned in my Burnout post on Twitter). But I do have two Twitter profiles and I enjoy Tweeting when the urge takes me.
David Risley's view
David Risely, a very successful blogger who blogs about…well, blogging…says that:
“The people who fail to find value in Twitter
are the ones who are socially inept in real life.”
David Risley's full post on 'Social Media Gripes'.
I'm not sure how tongue-in-cheek this statement is supposed to be. It certainly tickled my funny bone. Of course, it might be a sad raspberry to those who used to say that internet communicators (i.e. 'geeks') are those who are socially inept in real life. Perhaps some well-meaning souls still stand by this claim. But they are rapidly turning into the minority. In general terms, I think this ‘geek-hunt’ was a phase and most of us have moved on.
Of course, the more serious implication to David's statement is that being socially-savvy in real life means having to be on Twitter.
So who’s socially inept in real life: those who Tweet or those who don’t?
If I had to pick one or the other I’d probably say ‘both – sometimes’.
Let’s put this in some perspective
UK comedian Stephen Fry appeared on the Graham Norton Show this year (5 Dec 2009, UK date). Stephen, famous for his witty one-liners, is a well-known Tweeter. So during the show Graham asked the audience to raise their hands if they had a profile on Twitter. A surprisingly unimpressive number held up their hands. It was almost embarrassing. But it doesn’t stop Stephen Fry to continue his enthusiastic feather flutterings. And why should it?
Twitter is growing pretty fast though…
Neilsens, a measurement company, gave their Twitter growth assessment earlier in 2009. In a nutshell, they said that unique visitors to Twitter increased 1,382 percent year-over-year, from 475,000 unique visitors in February 2008 to 7 million in February 2009, making it the fastest growing site in the Member Communities category.
But back to that perspective thing…I know people who have generated great business leads through Twitter. But we all know people who are massively successful without a Twitter profile too. So what should you do?
Are those you want to reach feathered?
The importance of Twitter depends on who you are trying to engage with. Quantcast released its 2009 Twitter-user demographic findings (US only): Young (18-34), women (but only just), no or few kids (0-2), well-educated but less affluent ($0-$60k). Apparently African Americans are particularly partial to Twitter.
Neilsens reported Twitter as definitely an adult’s game, not teens. And mostly working adults who have time to Tweet from the office.
Is this any help?
Well it’s nice to know the big picture. But Twitter really is about finding your niche within the big picture. This means finding like-minded souls through ‘search’ and twibes, etc.
Once you start, you might find you like it. Give it a trial and see what the experience brings.
Rumour has it…You Tube (already big) is about to explode…Ready to jump on another bandwagon?
Megan Hills is a writer, marketing consultant and cartoonist – more about Megan
(feel free to mosey through to My Cartoon Thing for some other Christmas cartoons)
YOUR CHRISTMAS CHALLENGE:
Put marketing in perspective during this holiday season.
"But surely it's impossible!" you cry.
I understand. Christmas is the time when marketing activity is at its most overwhelming. And it seems to get more intense with every year. But we live in a consumerist society. If people don't buy, we don't eat.
So how much is too much? Could saying less possibly be more?
How can we get more 'Zen' about how we promote our businesses? Not just at Christmas, but anytime of the year – ?
Mmmmm….
I have some ideas. But let's contemplate this for moment…..
Join me for the next blog to continue the meditation.
