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Forrester Research's Groundswell blog reports that North American consumers still cite friends and acquaintances with first-hand knowledge of a product as their primary trustworthy source (83%). Independent print and broadcast reviews come second (75%) and manufacturers' own websites are right behind in third (69%):
"If most of your customers like you, the lesson is this: help them to talk. Install ratings and reviews on your site. Create a blog and let them respond. Give them online tools and energize them. And embrace the fan groups they form on social networks. Fan the flames."What about customers who are unhappy? No amount of "influencer marketing" can save them, according to Groundswell. The remedy is to seek out and solve problems of individuals who are talking and - here's the hard part - spend the time and money to fix customer service on the front end to stop the bleeding.
Newspaper and local radio advertising continue to lose ground over the the first half of 2007, according to Nielsen. Both are victims to the Internet's rise as a news and entertainment go-to source.
While overall spending is down 0.5%, Internet, national magazines, national Sunday supplements and outdoor are on the rise, as is smaller-market spot TV.
Seth Godin blogs on cheap advertising (off-peak AM radio, inexpensive banners), raising the question: do cheaper media choices dictate sub-quality messaging? I don't think so. Clear messages can cost much less than even the cheapest media campaign; many times it's just a matter of investing a little time and brainpower.
Even the classic "I've fallen and I can't get up" cable ads resonated.
Sorry, ladies, this machine is for guys only, ages 8, 9 and 10.
Apparently, a deal from Geico fell through in which the lizard would have become exclusive corporate sponsor for the George Washington Bridge to the tune of $3.2M in exchange for some "guerilla advertising" opportunities at the toll booth.
The Port Authority balked at the offer, but left the door open for another bridge sponsor to step up.
I thought the whole point of guerilla marketing is that it's a superior, low-cost alternative to paid media?
Mini, at the suggestion of its agency Butler, Shine, Stern and Partners, created a voluntary participation program in which select Mini Cooper owners attached an RFID fob to their keychain containing personal information such as occupation, birthday, etc.
The agency purchased billboards with LCD displays that read the passing RFID signals and flash: "Mary, moving at the speed of justice," if Mary is a lawyer, or "Mike, the special of the day is speed," if Mike is a chef.
While the agency puffs out its chest and talks about "building evangelists," I have to wonder if, in this case, the big idea has outpaced practicality and any potential ROI. Will people buy more Mini Coopers?
My demographic, GenX, is enamored with the Baby Boomers. We appreciate their idealism, even through our standoffish indifference. A case in point: I was at a party in 1987, an outdoor affair in the springtime out in rural Chatham County, North Carolina. Dr. Bob was there, as usual. A research scientist, a biologist I believe, in the Research Triangle Park. Or an "old hippie" as we called him. One of many elder statesmen and stateswomen aboard this particular Viking ship.
Ahh, a band was playing. A loose confederacy of acquaintances banging out old Grateful Dead and Steppenwolf tunes. Dr. Bob leans toward me beside the campfire. Like the intentionally helpful neighbor in "The Graduate" he confides, "Rock and roll retirement homes."
"What, Dr. Bob?"
"That's what my generation is going to need. Rock and roll retirement homes, where they pipe in this stuff while we age on, little brother."
At the time, I wrote that off as old hippie talk, but now I realize the astuteness of the good Dr.: The baby boomers, there's a bunch of them, and marketers of most products and services need to take a close look at them.
As we scarcer GenX'ers take their jobs and the wheel of business and society (including the debt and other associated baggage), we need to study these folks closely. The rock and roll retirement home is not just a business proposition. Word to your Moms.
When The Richards Group landed the Motel 6 account, their charge was to increase room-night stays at this national discount motel chain. The Dallas-based ad superstars had the luxury of planning and strategy, even calling for the chain to STOP advertising while The Richards Group and the motel collaborated on a strategy. First the group arrived at the positioning, "For frugal people, Motel 6 is a comfortable night's stay at the lowest price of any national chain." Who are these frugal people? In general, they fall into three categories, seniors, vacationing families, and self-paying business travelers. From here, the brand personality and marketing strategy was developed. Tom Bodett's voice was heard in commercials and in wake-up calls.
John Jantz, writing in the Duct Tape Marketing blog, warns the small businessperson not to be tempted to start employing marketing tactics without developing a strategy. In working with many small and growing businesses, I've heard again and again, "Well, can't we just do this while we're figuring out all that stuff?" Sometimes, yes, but let's not jump too fast. The positioning, branding, strategy and planning process doesn't have to take long or cost "an arm and a leg" as Bodett promises.
