Blog
by admin on March 18, 2009
by admin on August 2, 2010
Creating customer buy-in for your business is the most effective way to earn your patrons’ loyalty and referrals. The trick is, of course, actually creating the buy-in. Here’s 4 lessons learned from the World Cup that you can apply to your business:
- Create a sense of team: In the months that preceded the World Cup, the South Africans gathered every Friday to watch and celebrate soccer. What are you doing with your customers and employees to bring about a sense of team, belonging, and purpose? Your employees and customers both need to know they’re a part of something unique and special by being a part of your organization.
- Share an identity: The South African flag is a patriotic symbol for the country. So the marketing council decided to fly the flag everywhere to boast the country’s shared identity and common bond. How could your customers share an identity and feel a strong affiliation with your business? In essence, how can your customers feel like they’re part of a club, maybe even an exclusive club because they are your customer?
- Deepen your relationships: The South African marketing council created a series of YouTube videos that showed and promoted a unique dance that they asked all South Africans to learn and do throughout the World Cup. Through the marketing campaign they gave the South Africans a way to bond through a unique cultural dance that furthered a sense of patriotism and cultural identity. Is there anything you do for your customers that is only for them? Offering something unique and exclusive that has inherent value for your customers will result in repeat business, referrals, and buy-in to your organization.
- Encourage people to declare their loyalty: The national anthem for most countries is a symbol of loyalty. Learning and singing it creates a cultural identity within that country. It’s likely that you don’t have an anthem for your employees and customers, but you can create unique cultural elements. Business specific jargon, like Starbucks has created, makes customers feel like insiders every time they order a “grande” latte instead of a “medium.” Through our discussion forum based sponsorships you have the opportunity to speak directly and build relationships with both current and potential customers. A consumer is far more likely to patronize a business with whom they feel they have a personal connection, like having conversations with the you (via our forums), the business owner, on an ongoing basis.
How can you, the business owner, implement some of these basic components to build customer buy-in in your business?
Read the full article, Marketing Lessons from South Africa’s World Cup Playbook here:
http://www.openforum.com/idea-hub/topics/marketing/article/marketing-lessons-from-south-africas-world-cup-playbook-john-jantsch
The world of online privacy could be changing. Congress has released a draft of a privacy bill aimed at defining broad new regulations for the data collection practices of online advertising. This would require sites to offer easier methods of letting users prevent their behavior from being tracked online, warn users about data collection.
So what does this mean for the average consumer and business owner? Here are a few issues that may affect consumer privacy and online advertising:
- “opt-out” vs. “opt-in”: This issue deals with allowing users to agree to have their online behavior data collected, or should sites legally be allowed to track their behavior by default, with an option to stop that collection upon request.
- Personal Info: Companies that collect personally identifiable data will be required to disclose their practices, including details on how consumer data are collected, used and shared. They’ll also need to gain consumer consent before capturing more sensitive information, such as data from medical records, Social Security numbers, financial accounts and sexual orientation.
- New rules: Websites that use third-party services, such as advertising networks and data collectors, that track consumer behavior and IP addresses in order to help publishers deliver more targeted advertising. Sites using these services will need to give consumers clear directions on how to opt out of tracking and targeting.
Some say change is for the better. We will just have to wait and see when it comes to online privacy. The good news for our sponsors is that we’re not just throwing your ads up on a series of websites and hope something sticks in the minds of web users. With our discussion forum integration we help your develop relationships with specific users in specific markets and have one-on-one conversations with your target market. So, the new privacy legislation will not have any effect on your sponsorship with us, period. We go far beyond the banner ad to help you specific target and track your campaigns. Here’s a few articles on the subject if you’re interested in reading further:
Madison Avenue pushing for privacy online
New “Eye” on its way to show web users how they were targeted for ads
Advertising agencies sound off against new privacy policy
The following article is a bit off topic for this month’s newsletter, but it’s a worthy read for any current sponsor or if you’re considering a sponsorship with us. Tweeting for your business is very similar to posting on a discussion forum, so read away:
Consumers say: “In tweets we trust”
It’s enough to make the average business owner run in fear: the thought anonymous people on discussion forums criticizing their business. While many business owners are afraid of conversations on discussion forums that cast them in a negative light, such occurrences are in fact a tremendous opportunity
Pete Blackshaw of Ad Age believes businesses need to have a strategy when responding to negative conversations online, and not just start answering without a coherent plan.
“You have to have the right message, you need to be perceived as sincere and credible, and you have to be prepared for backlash”.
He goes on to talk about a three step plan for responding to negative threads.
- Shore up the home front: Don’t get caught off guard by the person who posted the negative comment. Make sure you have all the information necessary in front of you before you respond.
- You’re talking apples, let me sell you oranges: Be respectful. Try to empathize with the poster and understand where he/she is coming from. But never sell.
- Solve the problem: Don’t advertise. Make sure you get all the pieces of the problem solved first. Onced solved, this is a great opportunity for your business to learn from the problem and fix it for the future.
As a sponsor within the Northcutt Media network, you have the opportunity to address negative posts (comments) head on. This allows you to connect with the customer and solve the problem directly. Responding to negative comments and posts can be a great advantage when building your online reputation.
The team at Northcutt Media is here to coach you through this process every step of the way. We know this is foreign territory for a lot of companies because it is such a new way of advertising, but you can feel confident and rely on our expertise to help you along the way.
In other news, we’d like to share a story with you about a young man named Kyle Abbate, Texas A&M Class of 2011. Kyle is an intern with Northcutt Media, and we’re proud to have him on board. The Division of Student Affairs recently published a story about Kyle:
http://studentaffairs.tamu.edu/node/173
by admin on April 1, 2010
How do you generate more business? Do you focus on reaching out to new customers? Continue to build on the relationship you have with existing customers? Both? Ann Handley blogged on
Duct Tape Marketing about these two fundamental ways to generate more business.
She writes:
“There are two fundamental approaches to generate more business: The first is to focus on making your existing customers insanely happy, so that they want to tell others about how much they love you; the second is to simply be a resource, or be helpful, to those who aren’t customers yet.”
She goes on to list 17 tactics to focus on when inspiring “customer love.” Here are Northcutt Media’s top five favorite tactics:
-
Monitor the web and primary social channels for people talking about you or your company: Be engaging, talkative, and approachable. But do not sell. Always say thank you (if they are saying nice things). Apologize for mistakes and leave no problems unsolved.
-
When someone comments on your thread, respond: Talk back. Show them you really care about them and the conversation.
-
Create a mechanism to keep in touch with existing customers or clients: Call or email them every now and then, just to say hi. Saying hello goes a long way in building a relationship.
-
Add a small gift and a word of mouth tool to every package you sell: People love free stuff, especially when it is unexpected.
-
Be nice: Sounds obvious, right? It’s not. People refer others when they have a good experience and are treated well. Strive for that.
As a sponsor, we want you to establish direct relationships with your prospective and current customers throughout our network of discussion forums. Ann Handley hits the nail on the head with points 1 and 2 listed above. It’s likely that conversation has, is, or will go on about your business online. You should have a strategy for being an active participant in that conversation. Passivity is your enemy in the social media world.
by admin on March 4, 2010
Anyone who has people working under them knows that everyone is different. Different people have different strengths and different weaknesses. Most (if not all) times, it’s far more efficient to position employees to take advantage of their strengths and avoid their weaknesses than it is to try to change them. Obviously, some things can be learned, but when dealing with higher level job responsibilities, putting someone in a situation that doesn’t take advantage of their strengths is like trying to put a square peg in a round hole – it’s just going to result in frustration.
- Do you know what the strengths and weaknesses of each of your employees are?
- Do you know what kind of strengths each position within your company requires?
- Do you know which weaknesses should be avoided for each position?
- Consider how much happier and more productive your employees could be if their responsibilities played to their natural strengths.
by admin on February 7, 2010
Have you ever thought about what makes you buy a certain product or go with one brand over another? Is it the past history that product has with you? Or is it the cute kid or puppy on the ad that grabs your attention? All of these factors contribute to brand storytelling. Storytelling at its highest level can be useful in defining your brand. Here are the elements included in brand storytelling:
- The founding of the brand - All brands have a past and people have a set of associations with the brand that have formed over time. It’s your recognizing of that past that can help increase the relevance of the brand today.
The persona of the brand - This includes your brand’s relationship with its audience. Overestimating the role your brand in the life of the customer may create a sense of arrogance in the branding. On the other hand, underestimating the role of your brand can lead to missing opportunities for elevating your brand’s image.
The verbal story of the brand - The language of the brand must fit the persona and connect with the audience. The language allows the customer to recall their own memories, combine them with the brand story and co-create a much richer set of associations.
The visual story of a brand - Did you know 80% of communication is non-verbal? It is important to create strong visual metaphors to shape customer’s memories more profoundly than factual information.
The experience - The brand story is told through other sensory methods in addition to the verbal and visual. The brand experience should define the functionality and not the other way around.
At Northcutt Media, we take a 360 degree approach to marketing because we not only do a phenomenal job of increasing our sponsors’ brand recognition, but we allow for that 2 way conversation via discussion forums. That’s something you can’t get anywhere else!
Brand storytelling to connect with your audience
3 key drivers in brand storytelling
The importance of storytelling in branding
by admin on January 6, 2010
It’s a new year, but the economy is still in a bit of a rough patch. Does that mean you should cut your marketing budget? Not necessarily; research shows that companies who continue to market see a growth in sales. Here are some tips to consider when marketing during a recession:
- Focus on family values- During hard times, we tend to look towards our families. When designing advertisements, stay away from images of extreme sports, adventure, and rugged individualism. Instead, focus on hearth-and-home family scenes (as long as that fits your brand, of course).
- Maintain advertising spending- Companies that continue to spend on marketing can improve market share and return on investment. Since other companies are cutting back, your advertisements will reassure customers by increasing product awareness.
- Make things memorable- The best use of a limited advertising budget is to make your campaigns stand out. Narrow your media choices in order to advertise to your core audience so your message is sure to penetrate.
Successful companies do not abandon their marketing strategies in a recession; they adapt them. Let Northcutt Media help you market through these tough times.
January Links:
During bad economic times, companies that continue to market see growth in sales. Analyze your current marketing plan to discover options that cost less, but give results.
Companies need three characteristics to market during a recession: your firm needs to already value marketing, you need a culture that’s bold enough to increase marketing, and you need to have the capital.
Eight factors to have in your marketing plan during a recession.
Motivated employees can help you be more creative when marketing in a recession. Creative thinking and increased employee morale can offset the negatives of a recession.
Avoid cutting back on marketing because consumers are spending less. Instead look at the recession as an opportunity to increase awareness.
When cutting back on marketing, focus on advertising that gives the greatest return on investment. Target your audience effectively by making your ads stand out and placing ads in the right context.
by admin on December 3, 2009
Northcutt Media is working diligently to begin incorporating video advertising capabilities with each of our Fan Site partners in order to help you increase your reach and market position to your target market. Research shows video is the fastest-growing segment of the Internet advertising market, up 38 percent from 2008. Here are a few of the basics you need to know about video advertising:
In the world of video advertising there are five types of ads:
- Pre-Roll: A 15- or 30-second ad that viewers watch before a show or video clip. This ad is the most predominant format, you can place pre-rolls on a number of sites and recieve comprehensive data about who’s watching them.
Interactive: A pre-roll that creates an interaction for the viewer, such as entering a Zip Code. Using interactive ads leaves viewers with a stronger memory of your brand.
Overlay: A text or graphic that appears on the bottom or top portion of the video allowing users to click your ad and go to your website. Most TV viewers are accustomed to this format increasing usage of overlay ads by Web publishers.
Invitation: Similar to an overlay, but the message briefly appears alongside the actual video player rather than on top of it. The message can be targeted to your audience and are timed to appear at moments when viewers are most likely to click on it.
Companion: A static banner that appears alongside a video player, typically in conjunction with another ad from the same sponsor, like a pre-roll or overlay. Your ad appears for the duration of the video, inviting viewers to click through your site at their leisure.
Now that you know the basics, here are a few tip to consider with online video advertising:
- Video is worth 1000 words- Video advertising is a very effective way to reach your audience. What better way to advertise your products and services than to actually show someone?
- Possiblities are endless- Distributing video ads is easy. You can upload it to YouTube, host it on your web site, send it via email, share the ad on your blog, make it searchable, etc. With video advertising, your visibility has no end.
- Spice it up a bit- In order to reach your audience, increasing your video ad’s value is key. You can add a coupon to it for promotional purposes, you can choose the music and the preferred video footage increasing the opportunity for more views.
- Placement is everything- To reach your audience effectively, place ads where people browse and tend to linger and spend more time. Website users need your ad to be within a mouse click away.
If video advertising is something of interest for your business, we want to hear about it. Email
amanda@northcuttmedia.com for more information.
5 Online video advertising trends to watch out for:
Best ways video ads draw attention and clicks:
Video advertising news and information:
by admin on November 1, 2009
As a society we are embedded in the digital age. Sport oriented sponsorships are no different. Research shows that over the next five years companies will spend 21% more on digital advertising. Here are a few trends to be aware of in sports marketing:
- Push Forward- Within the media market, it is difficult to find your audience, and even more harder to grab their attention. Using the “push” style of advertising is becoming more popular. “Push” advertising refers to all efforts to get the word out to an entire group of potential customers in order to capitalize on those that are already interested in your product or service. To really reach your exact target market, Northcutt Media has an extremely specific audience and allows businesses to engage their target market – 25-55 year old, well-educated men making high incomes, so you don’t have to take a shot gun or push approach to your online marketing.
- Power to the Consumer- The Internet has given the consumer power and access to a variety of information. With just a simple click of a button, your customer has access to information at the tip of their fingers. Word of mouth and spread of information is one of the biggest factors of consumer opinion. These types of discussions happen every day on college fan site discussion forums. If you’re receiving this newsletter, chances are your product or service has been discussed on one of the Northcutt Media sites.
- Trust is the Game- Trust is key in any relationship. And your relationship with your customer is no different. When customers become more skeptical about you and your product, they are less likely to buy your product. So start building that trust early. Sponsoring online sport communities and forums are a good way to build that direct relationship with your customer by engaging them directly in conversations and answering any questions about your industry that might arise.
- Fans are #1- Experience is everything. When designing a sponsorship plan, put the fans’ experience first. To make your sponsorship successful, focus on the fan’s return on experience. As a sponsor, Northcutt Media works directly with you to custom tailor giveaways, contests, announcements, etc. on our forums. We do this because it’s advertising that really works, while providing an excellent experience for our site users, a.k.a. the fans.
Links for November
What’s New?
Northcutt Media welcomes
VolNation.com and
KentuckyInk.com to our network of sites!
A warm welcome to our new sponsors: Allen Assarian with Allstate, Landscape Direct, The Big Red Shop, and the Sooner Legends Inn & Suites.