I have a question from a linkedin connection: “what is the best way to create brand awareness for loyalty programs?”
I say it would depend on the buyer persona for the loyalty programs. Where are the customers/prospects? Are they online? Where online? Depending on where these folks are, I would focus on that particular media, e.g. Facebook.
What is the biggest pain point for these customers/prospects? Create some good content that solves their problem.
What drives these prospects? Are they bargain hunters? In which case, coupons may work.
In summary, I would say it all depends on what drives the customers/prospects. Once you know their needs and their pain points, you can create content and programs to address these.
Marketing That Works
At Disney, we did an “affordability” campaign, that had little to do with discounts and more to do with reminding people about how much love the brand.
Daily deals are addictive and though I’ve wanted to, I have yet to remove myself from LivingSocial or Groupon. That sure says something for loyalty.
Brand awareness and loyalty are completely two different beasts. For brand awareness, you could drop a LOT of money into a content-targeted campaign on AdWords, AdCenter, MIVA, and Ask.com, the way LiquidWeb is right now (they have a banner ad on almost every tech-related website in existence at the moment).
Loyalty isn’t rocket science. It revolves around communicating, offering incentives, influencing (maybe even exaggerating) perceived value, inviting guests to special events and spoiling them, grandfathering them in to lower pricing, etc.
I’d love some advice on how to deal with a client who is in love with paid PR services. He keeps insisting on using them, even though they haven’t worked in the past. I’m trying to convince him that we need to create a more effective online presence via the website and content. (This is a fledgling business consulting company that he runs.) Any thoughts would be appreciated. Thanks.
Marketing That Works My tactic would be to gather metrics on his current solution, then show him how poorly these are performing. I know its a lot of work, but if you want to get him as a client, its worth it. Also, he’ll likely be thrilled you went the extra mile and recommend you to colleagues.
Nancy Loderick Thanks for the tip Angela. I like your idea. This client is a process/numbers guy so I think showing him numbers would get his attention.
Marketing That Works I happy to help. Let me know if this doesn’t work and I may be able to come up with another idea.
Hi Nancy, sorry it took so long to jump in today, the week has been crazy.
PR can be an extremely powerful way to build industry credibility, earn backlinks for SEO, and improve online reputation. Of course, this assumes it’s being done by a professional who gets your business featured in magazines, your directors get speaking gigs at conferences, and you’re interviewed by newspapers at least once per month. If you’re not, then it’s not really PR, it’s article distribution.
Hope this helps?
Marketing That Works Thanks Steve, always nice to get your perspective on things.
Dave Saunders Are you talking about traditional PR (i.e., sending a press release to the media, getting on CNN, etc.) or New Media PR (i.e., disintermediating the media and reaching the public directly with Internet content?Nancy Loderick Hi Steve,
Thanks for your thoughts. In looking back at my client’s past PR content, it was not good. So, I think it has been a combination of poorly written content andmerelyl a distribution.
Steve Wiideman Ha – thought as much. 🙂
Here are some examples of good PR:
Nancy Loderick Thanks for the examples Steve! Even if one knows what constitutes “good PR,” it’s helpful to have real examples.
Nancy Loderick Dave – to youir question about PR – traditional or new media. My client is only familiar with traditional (he’s in in 60’s), while my expertise is in the new media type.
Dave Saunders Nancy — I’ve found that to be a challenge with clients. The games are played in different ways. It muddies the waters. Perhaps you could recommend he read The New Rules of Marketing and PR. David Meerman Scott does a great job explaining the differences and then you can use a third party to reinforce the benefits of your approach.
Richard Winfield Lewis The oldest and best advice for any consultant is that you give them what they need and not what they want. Once you know the goal(s) and the target market(s) then just get them paying customers. That is the bottom line and all that matters. Once they see the money rolling in they won’t care how you did it. In this case I suggest micro-targeting to ensure effectivenss. Do whatever it takes to convert your target audience to sales. If you are not sure that you can delier results then don’t take their money.Nancy Loderick Thanks Dave and Richard – I appreciate your advice.
According to Aaron Batelion, founder of LivingSocial Pivot is”
a business should pivot, or change something about it’s direction, if the current business model isn’t working
Cherie Tripp Lejeune
Saw a piece from Tech Cocktail files and it was from an Aaron Batalion (Livng Social founder) talk about the term PIVOT…companies like Paypal and even Aaron’s ventures, that started out as something else but morphed 100%..I thought it was an interesting way to label faulty marketing brackets to begin with. If you are someone who succeeded at in the digital marketplace at some point, I guess failure label can be dodged. How should one handle in their NEW business plans any prior flat schemes in order to attract new momentum and investors?
Nancy Loderick Hi Cherie, It is always fascinating to read about successful companies and the twists and turns they took. As for what to put into new business plans, how about a section on “lessons learned from prior ventures?” Be as specific as possible, and make sure the lessons related to the new venture.
Marketing That Works
I will be honest, I’m not really sue what a flat scheme is, but I can tell you that it doesn’t take one person to write a new business plan, it takes about 20, particularly on the marketing side of things. I’ve compiled time, labor, resources, experts, and estimations from search engine marketing for many businesses in the past, and recall having to to pay for a quote and strategy from experts in each field. Real experts, not self-promoted ones. Each strategy has it’s own estimates as well.
Once you have the best possible strategy handwritten by the experts in each field, it’s not too difficult to apply the milestones and tasks under each milestone to a project management system. It’s also not too hard to get funding.
Have you checked out www.pitchme.tv?