Archive for category web marketing
A picture is worth more than you can imagine. Our brains make connections based on many stimuli, not just our ability to absorb text and react to call-to-actions. We are helping one of our client return to this principle by finding images from past events and incorporate them into their web site and print materials. The goal is to have this become a natural occurring event in their day-to-day activities. One of our biggest challenges is to get them back into the habit of taking lots of shots throughout the day, regardless if the shots are not perfect. It’s not like you are buying film for them to use!
With great quality low cost digital cameras so plentiful, there are very few excuses not to have your staff carry a digital camera with them at all times. It is a habit that they need to learn. Just think of the possibility if you had the following library of images available when producing update to your web pages, or print material.
- smiling client faces
- staff having a great time
- work in progress
- celebrations of completed projects
- any form of excellence
Make It Worth It …. to start
Contests are something we always recomend. In this case, we recomend having a “best picture” contest that everyone can take part in. Monthly, three images would be selected to represent every employee entry. If one of their images is selected they receive a comp day to be taken the next month.
And before those sole proprietors chime and say anything, just think of yourself as the judge, jury, and executioner. After you start taking your photos, you are simply left with asking the question, which day do I want to take off next month for winning this contest!
So the first step is getting everyone a camera and some memory sticks. Create a process in which they can turn in the photos and receive new memory sticks. Create a process to catalog the images, maybe use something like Flickr or some on-line tool. Start building you library of images that can be used in the future for campaigns or materials.
It will pay for itself in the long run!
Catching up on my reading. I got tired of reading on the screen so I switch to print for a while. I get some of my best ‘what-if’ ideas reviewing the metrics posted in periodicals or polls. This number caught my eye:
Percentage of Online Adults Who Download Digital Media
43% Download digital media
57% Do not download digital media
This tells me there is an opportunity to flank a lot of business with an untapped user base. Not only would a company have the position of introducing something new to a large audience, they would have them as a captive audience for a little while.
Source: Metrics (2008, November). EContent, 8
I’ve been reading some interesting posts on Twitter tweets with the tag marketing and I have been trying to understand the relationship between the two. Mind you, I loved the posts, just not sure about how some people tag their work. No biggy really, but I wanted to see if I could come up with some examples of how Twitter could be used to create a brand, (personal or corporate), and if not, just have some fun with it.
Fun Stuff – BOSS Tweet
This idea, I originally, came up in the 90’s as “BOSS Cam” in which you place a wireless video camera on your boss’ forehead and can see where he is all the time on a PC window. I’ve adapted this concept to Twitter Tweets, but it does require a RFID implementation of sensors throughout your campus and RFID markers in your security cards used to gain access to buildings and rooms.
With this implementation you will get BOSS Tweets when the following happens:
- Parking Lot Entry – The Boss has arrived – you have about 15 minutes to look busy.
- Building Entry – You now have about 7 minutes to make your office look like you’re really busy.
- On the floor – Have your boss’ cup of copy ready in hand and ready to give
- Movement Tweet – he’s moving about the building and you know where.
- Mining Tweet Alarm – uncomfortable levels of methane are in his office, STAY AWAY! (methane monitoring equipment sold separately)
- BOSS BOSS Tweet – your boss just met with his boss, HIDE – WORK IS COMING YOUR WAY!
- Note: use Movement Tweets to evade your boss for the entire day if necessary.
- Parking Lot Egress – time to stop hiding from your boss and get some work done real quick and go home.
OK, another example of American ingenuity and exceptionalism in the can!
Branding Exercise – Project Tweet
In this example, your team has landed a new client. You want to impress on them how great your company is, and especially how great they are at projects like the one the just won. You explain to your new client that you will be using Twitter to keep them updated as the project progresses through the different stages of project management.
Some things they can expect to see in the Project Tweet:
- Meeting Titles – and who attended
- Meeting action items – post meeting
- Key milestones or meeting action items delivered
- Gratuitous comments from the team stating how smart the client was for picking them!
- Documents updated on the shared project library
- Lots of positive statements with the client’s staff names included so they are all sitting around waiting for their names to show up on a tweet.
- “Hey check this out” messages asking them to head to the team web site and review something
I know some of the themes of twitter BLOG posts have been about ‘too much’ tweets, but in this scenario, the more tweets focused on the project, the better you look.
Seth Godin, a favorite author of mine, in his recent post “Proximity to pain” gives us some real world examples of how companies can charge higher (premium) prices when clients are in crisis (pain), but begins to compare apples with oranges, when he uses Yellow Pages and Google in the same light.
Execution over Pain
Yellow Page advertising and Google are successful because they have a business model that works given the current environment they are in. They do not charge more, as with Seth Godin’s other examples, when you are in crisis mode and using their services. Yes, they are positioned well for consumers to use, but no, the can’t capitalize on the great positioning in times of crisis.
Anonymous web sites level the playing field
Search engines or e-Yellow Pages have no way of knowing why you are using them. And even if they did, can you image the up-roar if they charged 300% for ads that had the words “emergency towing service” in it because they assumed you were in crisis or ‘felt your pain’?
Better Web Examples
I would drop Google and YP and focus on web services that charge a premium for their services because they are associated with someone in crisis and they are respected enough (branded) that someone off the street would not perceive another viable choice given the need for expediency. If you can create a web property that meets this requirement, you should have no problem charging a premium. Here are some of my thoughts of companies that might make it to this level:
- Crisis PR Firm
- Disaster Recovery Firm
- Immigration Legal Firm
- Specialized Health Group (Rare or Time Sensitive practices)
- Green PR Firm – just wait if the Cap and Trade stuff hits us.
If your web property can position itself close to the pain of your clients, you can charge a premium. I agree with Seth Godin on that, I just don’t see YP and Google in the same light as an emergency road side towing service.