Posts filed under 'Tips & Tricks'
August 29th, 2008
Teamwork. We’re taught it as children and it’s encouraged in corporations all over the country. But what about working as a team with another business when advertising? Lots of business owners think that’s opening the door to the coop to let the fox in. But it’s not as crazy as it might sound - a partnership with a complementary business, where you pool your advertising and promotional resources to reach more customers, just might make good business sense.
Take the latest partnership between ladies clothier Ann Taylor and laundry superstar Tide and Downy. Through a new joint venture customers who purchase clothing at Ann Taylor will be encouraged to take care of their clothes to make them last longer and to avoid dry-cleaning bills. Oh, and by the way, here’s a sample of new Tide Total Care and Downy Total Care to do just that. Want more information? How about a special promotional “magazine” produced by the Tide folks with articles, how-tos and coupons for their products? Thanks, and have a nice day.
These two businesses are not competitors but each feeds off the other one. Clothing that lasts longer through better detergents will promote the quality brand promise of Ann Taylor…and consumers also see that if Tide can keep my Ann Taylor blouse looking good longer, maybe I could try it for Junior’s jeans?
Local businesses could team up to cross-promote each other too. A camera store and a frame store…an auto repair shop and a carwash…a bowling alley and a movie rental store. The possiblities are endless. And given the economy and the trend for families to be seeking out deals at every turn, giving them the package deal at a discount would certainly gain more eyeballs and interest than a stand-alone promotion.
July 8th, 2008
Web site security. Although this is a technical discussion, it can have a serious marketing and business impact. Especially when you are trying to drive visitors to your site and it is down for two weeks because the data has been hacked.
Microsoft has taken the unusual step of issuing a security bulletin for something called “Rise in SQL Injection Attacks”. Although not a particularly attention-grabbing title, this is an exceptional subject for a security bulletin because it’s not about a specific Microsoft product that’s patchable, but rather coding practices in general.
“SQL Injection” is a technique used to “hack” websites, and unfortunately, a great deal of websites are vulnerable to it (some estimates suggest “hundreds of thousands”, but it may be many, many more). Hackers typically use automated tools to find vulnerable sites, and then “inject” malicious code that can do any number of things. In recent weeks there has been a huge surge in the volume of these attacks.
These range from simply adding code that causes a virus infection on a visitors browser, to editing or changing any content on your website, or in the extreme case, completely wiping out the website. The consequences of an attack should be pretty clear - for less extreme attacks, you may not even realise there’s a problem, but it’s more likely that the attack may cause inconvenience or embarrassment. In the extreme case, a well-crafted attack can have disastrous implications to a business-critical website, totally disabling a business, or result in the theft of credit card data and associated financial loss.
Links to documentation on SQL injection and coding best practices:
SQL Server Injection Protection
Preventing SQL Injections in ASP
How To: Protect from SQL Injection in ASP.NET
Coding Techniques for protecting against SQL Injection in ASP.NET
Filtering SQL Injection from Classic ASP
Security Vulnerability Research & Defense Blog on SQL Injection Attack
June 25th, 2008
As KMK Media’s graphic designer, some of my time is often spent educating clients about graphic design and how it works. Design is a critical piece in any successful campaign; here are some tips about how you can work effectively with any graphic designer to make your pieces better and more effective:
1. Know your budget. The size, layout and print quality of the piece are all affected by the amount of money you have to spend.
2. Know your project. Is it a brochure, a trade show display or a postcard? Who is your target audience? Will it be mailed or handed out? All of these elements will dramatically impact your design work from the start.
3. Planning and forecasting. Work with your designer up front to discuss concepts and goals for the piece(s) and then work with him/her to set up a realistic production calendar with milestones and a “drop dead” print date. (A word to the wise - it’s often easier to build in a few “cushion” days to any print deadline you may have and be sure to count holidays, when printers and even designers are closed.)
4. Feedback…and then some. Working with a designer is the ultimate give-and-take. We need - and expect - constructive feedback throughout the process. If you don’t like something, tell us up front. It’s much easier to make a change in the early stages than the day before it’s supposed to go to the printer.
5. Final copy first. The design phase is not the time to be doing massive rewrites of copy. Make sure the copy you submit has the sign-off of all parties involved. Small text changes are OK but massive rewrites will only delay the process and likely cost you more in design fees.
6. Changes are OK…to a point. If you find yourself going back and forth with a designer more than 2 or 3 times on a project, likely it’s because you were unclear in your direction at the beginning of the project or too timid in your criticism. Design is a dialog and it only works when both sides are talking to each other. Again, more changes = more delays and higher costs.
7. Keep an open mind. Graphic designers do this for a living - be open to their ideas and suggestions. Oftentimes, we can suggest a better way to design a piece so that it gets the results you’re after.
For examples of good design, visit Creativity Online…a great source for the leading edge in advertising creative.
June 16th, 2008
From the exuberant proliferation of blogs lately across the business spectrum locally, regionally and nationally, it makes sense for you to consider whether or not a blog would help your small business grow sales. Generally, the answer to that question is: yes, but.
The “but” - and it’s a relatively big one in the time-pressed world of small-business ownership - means you won’t see overnight success despite the amount of time you’re going to spend building and maintaining an effective blog.
Like most marketing tools that are content-driven, good blogs take time and effort to develop and start impacting a bottom line. But blogs can get you other results as well; for example, they can:
- Rank your website higher on search engines;
- Provide a forum for your customers to interact with your brand/company;
- Get you some media exposure as an “expert” in your field.
Whether or not a blog make sense for your company is an individual decision, but here are some tips for starting and maintaining an effective blog…happy reading & good blogging!
Starting Out & How-to Tips:
Is a blog right for me?
How to write killer blog copy
How to write your “About Us” page
How to get traffic to your blog
Get more comments
6 worst things to do with a blog
June 5th, 2008
It’s not even two weeks before Father’s Day, so if you’re planning on doing a marketing push for your company, you should get on it if you haven’t already. High gas and food prices likely will take a bite out of Father’s Day gift giving; a recent survey done by the National Retailers Association (NRF) says their estimates put the loss as much as 8% versus last year, which leaves many local retailers wondering for what people are really looking for good ole Dad. Here are some promotional ideas to get you started:
- More than 40% of consumers plan on spending their time with Dad by treating him to a special outing, so a “Bring Your Kids” event or promotion for Father’s Day weekend would likely help sales. A good time with Dad at your establishment also will go a long way towards their recall of your brand and business. But, no one is having fun if the kids are bored and acting up - especially Dads on their “special” day. So remember to provide activities - bubbles, balloons, entertainment - as well as kid-friendly (and healthy) refreshments like water, juice, fruit or pretzels for the kids so they have fun with their Dad.
- Or offer a free “Daddy and Me” picture - a Polaroid in a paper frame with your store’s name and website on it, for example - to everyone who makes a purchase. This will create a concrete memory of your business that they will take home with them and, if you’re lucky, keep on the ‘fridge for months and in scrapbooks for years.
- Offer some sort of discount or gift card when a purchase is made for Dad - say, a 10% discount for July or a $10 gift card good for their next visit. Make sure it’s good for the next time the customer visits your store, however, to encourage a repeat visit.
- Donate a portion of your Father’s Day sales to an organization that supports and furthers the role of men in children’s lives…like Big Brothers, Big Sisters for example.
Once you’ve decided on your promotion, support it with paid advertising (if you can afford it), fliers and posters in your store, an email blast to your subscribers, on your website, etc.
Send a news release to the local media, particularly the photo desk of your local newspaper, who will have roving photographers out and about on Father’s Day looking for an image that captures Father’s Day locally.
If you make a donation to a local charity, try to extend your media coverage by presenting the check to the charity’s officials during a media event orchestrated after Father’s Day.
2008 Father’s Day Gift Trends
Gift cards for all occasions have blossomed in the past year and will account for more than 30% of the Father’s Day gifts that are given, which is 5% higher than last year. People also are shopping at discount stores instead of department stores. The NRF survey found many consumers (41.4%) will still treat dad to a special outing and will spend an average of $20.19. Other popular gifts include:
- clothing (36.5%),
- books and/or CDs (22.6%),
- gift certificates and gift cards (32.7%),
- sporting goods (13.3%), and
- consumer electronics or computer related accessories (18.5%).
- The large majority of consumers (68.4%) will invest in a greeting card for dad, spending an average of $7.49.
June 2nd, 2008
If you have ever filled out an online form you have probably seen this automatic response. My advice - This is not a practice I would recommend your organization implement. Four reasons why should suffice. First, CAPS are annoying. Second, the message tone is rude. Third, people hit “reply” anyway, and if you have “…@donotreply.com”, it actually ends up in the inbox of the owner of donotreply.com. Fourth, and most important, always give your customers a direct channel of communication with you. Make it personal.
May 27th, 2008
Just like any business, the media also has its cycles. There are some stories you can always count the local media to cover depending on the time of the year. Smart business owners will examine these cycles and position themselves as experts on the topic to get some coverage in the stories that are bound to come out.
Some suggestions for working with the local media: Be a one-stop shop for time-pressed reporters - think about all the angles of the story and be prepared to talk about it expertly and on the record/on-camera. Offer satisfied customers as additional sources and have a few ideas for what the TV camera or newspaper photographer might be able to “shoot” for the story’s visuals.
Below are topic ideas to get you started thinking for the upcoming summer “media season.”
Spring/Early Summer
New beginnings, vacation plans, picnics, outdoor topics. General stories that are light and fun are well-received during this time of year include:
Summer vacations (What to pack, how to get there, where to go)
Outdoor living (Patios, BBQs, outdoor toys)
Gardening (Clean up, tools, plants)
Leisure activities (Boating, hiking, bicycling)
Kids (Activities for when school lets out)
Safety (Sunscreen, boating safety, auto safety, severe weather)
Summer
As the summer wears on and the heat rises, no one feels like doing much of anything. This is a good time to pitch entertainment stories or other wacky ideas that reporters may not have had time, up until this point, to cover.
- Light business stories (Trend pieces, technology, new products)
- Back-to-School (Supplies, education trends, back-to-school fashions)
- Outdoor activities (Camping, swimming, gardening)
- The heat (Heatstroke, auto maintenance, sunscreen, air conditioning)
Key dates in June, July & August:
- Flag Day (June 14)
- Father’s Day (June 15)
- Junteenth (Jun 19)
- Summer begins (Jun 21)
- Independence Day (Jul 4)
- Parents Day (Jul 27)
- Friendship Day (Aug 3)
- Labor Day (Sept 1)
May 22nd, 2008
In an annual survey of 2,000 marketing executives, more than 82% said that their use of email marketing campaigns will increase this year over last year, with 55% saying they expect email to have a higher return on investment (ROI) than other channels. Email is a great solution for small businesses - it literally costs mere pennies per mailing, it is efficient and provides another way for you to converse with your customers, clients and fans. So for those who have not taken the leap yet, here are 5 helpful tips:
1. Pick a Date - Set a calendar and stick to it - don’t wait for “when you have something to say” to send out an email.
2. Less is More - Keep is short and to-the-point….and include information that’s useful to your reader. Don’t just spew boring corporate news
3. Swag, Freebies & Deals - people like free stuff. Be sure to include special offers, freebies, etc., that are available only to your email recipients.
4. Divide & Conquer - once you get the hang of email, start segmenting your lists and offering different things to each segment. Test offers before you send them to everyone.
5. Take it or Leave It - Include “forward to a friend” and “unsubscribe” options in every email you send.
There are simple programs that can manage your mailing lists, your HTML templates and more, so there’s really no excuse for not including email in your marketing mix these days. Want to see some examples? Sign up for the KMK Media email newsletter, NewsBriefs, click here and enter your email address and name in the fields located in the lower right side of the page.
More results from the Datran Media survey:
Compared to 2007, in 2008, your company is likely to?
In 2008, do you expect your company’s email marketing ROI to be?
Has or does your company plan to employ email to do any of the following? (select all that apply)
May 19th, 2008
Little is sexier than having your brand being an integral part of an uber-luxurious, hyper-chic world inhabited by Carrie, Samantha, Charlotte and Miranda…as luxury brands Manolo Blahnik and Jimmy Choo learned. The return of Sex and the City to the big screen has made for a match made in product-placement heaven for some new players - Mercedes Benz, Skyy vodka and Bag, Borrow or Steal among them - according to this recent piece by Ad Age.
That said, there’s lots of tie-ins and cross promotion being done as new brands try and jump on the Sex bandwagon…what do you suppose the image below (part of a print campaign) is advertising? The Movie or a Product?
Don’t discount the power or product placement - do you really think that six-inch heals that cost half a month’s salary would have made it into the national conversation without the cache of Carrie Bradshaw’s personal (albeit fictional) endorsement? I always wondered how a “writer” in New York City with no apparent full-time job could afford that swanky one-bedroom apartment AND those expensive shoes. There’s a lot to be said for escapism, I suppose.
(BTW, the ad above is for Skyy vodka…see the blue bottle superimposed over the building, just under the huge graphic of the movie’s title??)
May 16th, 2008
As if it weren’t enough that buying a domain name for you company’s Web site requires all sorts of linguistic acrobatics, creating an account with popular social networks and other online utilities is starting to be taxing as well. Pages at myspace.com/McDonald’s, GAP, Applebee’s, IBM, Xerox, Microsoft, Sony, iPhone and many others have little to do with the respective brands apart from the page owners’ usernames. Common dictionary words are long gone as well.
You don’t hear about brand squatting much, although there was a blog post last year comparing twittersquatting to the domain name rush of the 1990s. Why is it important to your organization? Three reasons.
1. Convenience. Blendtec Inc.. Their name on MySpace which is MySpace.com/myblendtec is less obvious than /blendtec, which is taken by someone other than the socially successful blender maker.
2. Danger of misrepresentation. It is easy to recognize /billgates and /microsoft as obvious parodies, but hijacking an online brand identity of someone less famous can’t be too hard.
3. Search traffic. Perhaps not a threat to bigger companies, but part of the search traffic for brands with limited online presence and for common words can be derailed to pages on MySpace, videos on YouTube, LinkedIn, etc. I don’t have a good “bad” example off the top of my head, but see how CBS YouTube channel ranks way above many of the network affiliates’ sites. And if you search for “tequila”, MySpace celeb Tila Tequila comes up above many businesses with the word in their names.
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