Tag Archives | marketing

What you can learn about marketing from David Bowie

Bowie bandstand

Balloons on the Bowie bandstand (see below) yesterday, soon after the news broke.

Yesterday (and today), social media has been flooded with the news of David Bowie’s death. Even I added a Ziggy flash to my profile picture (see below). I’ve never done anything like that before.

Continual reinvention

I can’t say anything much about Bowie’s creativity – singing, acting, painting – that hasn’t already been said, so I won’t. Except to point out that he is famous for continually reinventing himself to stay ahead of the curve (or draw a new one).

Top tip: What can you change to be different from the rest?

Newsjacking

Bowie RIPNewsjacking means hijacking the news. I did it with my temporarily adapted profile pic. I’m doing it with this blog post.

As an aside, “Hi Jac!” is what my colleagues used to say when I walked into the office. They said “Hey, Rick!” to my assistant. Such fun.

Top tip: What’s topical that you can hijack to make relevant?

Community

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How to make your call to action buttons work better

Buttons When I was masterminding at the Ritz recently, Chris Haycock of CliqTo told us how changing the text on a hotel website button increased clicks by 45% in the first ten days. He admits that more influences might be at play, and the long-term results are not yet known.

The original button just said:
Details & availability

The new button includes a calendar icon, and says:
Show availability
Hotel details, map & prices

Buttons

Before and after

Read the full story on Chris’s website

A 45% increase in clickthroughs in 10 days is pretty impressive. But why is it happening?

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Digital marketing: How it all fits together

I find myself drawing this diagram time and time again in conversation with clients about digital marketing. It shows how everything fits together, at a glance. It also shows the objective of each activity. Have a look at the diagram, then read the explanation below.

Digital marketing

Updated September 2016 because Google+ Hangouts are being replaced by YouTube Live

 

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How to market your book

BookshopIn recent weeks, a couple of authors have approached me to help with marketing their fiction books.

They know I’ve written three business books that sell through Amazon. (Here they are, thanks for asking.) The most recent was published in 2013, and I don’t do much to market them any more. Yet Kindle sales still trickle in every month, and the print copies are great to sell or give away at events where I speak.

Each time I replied: “Sorry, I don’t do book marketing.”

But, being a helpful kind of person, I searched Google to see if I could find someone to help them.

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How to double your revenue

McDonaldsHave you noticed that McDonald’s cross sell and up sell every burger order?

They ask: “Do you want fries with that?” (cross selling) and “Do you want to go large?” (up selling).

Here are some other classic marketing success stories to inspire you.

Creative thinking or sneaky tricks? You decide.

Suggest the most popular choice Continue Reading →

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Why did I buy this smoke alarm? Multiple choice.

Alarm 1 There were a number of smoke alarms to choose from but one aspect made me pick this one. Can you guess which?

(A) Because it has a hush button

(B) Because it has a 5-year warranty

(C) Because of the brand name

(D) Because of the price

(E) Because of the copy on the back of the packaging (it’s nice informative copy – I read it)

(F) Because of the helpful diagram showing where alarms should be used in the home

(G) None of the above

Best BuyThe correct answer is (G)

I bought it because of one little sticker reading ‘Best Buy Which? Smoke Alarms October 2013′.

I picked it for one reason – a trusted recommendation.

I’m a busy person. I don’t have time to shop around, do product testing and make decisions.

I trust Which? to do the shopping around, product testing and make a recommendation for me.

Alarm 2I’m very happy with my purchase.

What this means for you

Would your products and services be considered a Which? best buy?

What awards and accreditations can you claim and use as a shortcut for your customers?

How can you simplify their purchase decision?

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While I’m ranting about brochures…

Just half a double-page spread about wheels

Just half a double-page spread about wheels

I’ve recently changed my company car, and I spent a few weeks shopping around to choose a new one.

All the car companies give you glossy brochures. But the ones I saw are ‘top down’ not ‘bottom up’ – they don’t consider the customer journey. (Yes, I did pick that word deliberately.)

Everyone has their own car-buying criteria, but you probably start off with a rough idea of the car you want by size, budget and maybe features such as number of doors or seats.

For me, it’s about the look of the car first, and the ‘feel’ of the car second. For some people it will be the other way round, or maybe it’s the sound of the car that’s more important to them. Continue Reading →

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Why you don’t need that glossy brochure you’ve always dreamed of

StarfishJust because everyone else in your sector gives out a glossy brochure to prospective customers, doesn’t mean you should do the same. In fact, it’s a good reason why not.

You’ve heard about USPs, you’ve heard about ‘being different’, you’ve heard about standing out from the competition…so why even think of doing exactly what the others do?

Some thinking points for you:

  • What have you done with every brochure you’ve ever been given? I bet it’s been put away somewhere safe, and never looked at again, or maybe even filed straight in the recycling bin.
  • Print, paper and postage cost money. Yet times change fast. Almost as soon as something is printed, it goes out of date, so you’re left with a useless brochure and wasted stock. Or you hurriedly pay more money to print stickers that correct your beautiful brochure, yet your prospect is left with an unfavourable impression of your professionalism.

Are you convinced yet?

Don’t worry, I’m not going to leave you dangling. I do have an alternative for you to consider.

Newsletters. Continue Reading →

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