Thinking Creatively In The Conquest of Space

Posted by John Park on Feb 1st, 2009
2009
Feb 1

Stepping Forward

 
With the economy in the tank and with politicians bickering over the so-called stimulus package, we’ve all noticed a certain trend in advertising.  Many advertisers are working very hard to address the recession head-on by promoting their products and services around current market conditions.  Specifically, they are all trying to tell us how much they empathize with the plight of the suffering working class.  And with today’s technology, ad agencies are able to pump out these timely ads at record pace.
 
Today, I would like to extend my ”KUDOS” to one of the most creative promotions yet in regards to this topic.
 
Recently, Hyundai USA announced the following promotion.
 
“In addition to our warranty, we’re introducing Hyundai Assurance, to show you the faith we have in you.  Right now, finance or lease any new Hyundai, and if in the next year you lose your income, we’ll let you return it.”
 
Addressing the poor economy head-on is something all businesses should be doing.  You don’t need an ad agency on Madison Ave. to roll out a program or promotion that speaks directly to the economy.


David Schwartz, the inspirational bestselling author of The Magic of Thinking Big, said the following.
 
“Every step forward in the conquest of space is the result of creative thinking.”
 
Clearly, Hyundai has some creative thinkers in their organization.  How about in your business?
 
Remember… Just Keep Stepping Forward.
 
 

Business Networking & Client Referrals — The Red-Headed Stepchild?

Posted by John Park on Dec 4th, 2008
2008
Dec 4

Business Networking

 
It’s that time of the year again.  I am not referring to the holiday season.  If you own a business, now is the time to consider your advertising options for 2009.  This process is typically called ad planning.
 
As you consider your advertising and marketing options for 2009 and as you make decisions on what to keep and what to axe, I want you to consider a few line items that aren’t traditionally listed on ad planning budgets.  These “red-headed stepchild” line items are Business Networking and Customer Referrals.  If your organization has been around for at least a few years, chances are a certain percentage of your revenues in 2008 were a direct result of Networking and Referrals.  And yet, most businesses will not budget for these two key revenue generating tools in their annual advertising and marketing budgets.


Ad planning in this economic recession is all about stopping what’s not working and doing more of what is.  In 2009, many businesses will not have the luxury of testing new advertising or marketing initiatives.  Therefore, business owners should pay special attention to how much revenues were the direct result of their business networking and client referrals.  If more than 15% of your revenues were derived from these timeless sources, it is highly advisable to make them line items on your 2009 budget.
 
Here are some specific line items you might want to include as part of your advertising and marketing budget.
 
 
( NETWORKING - Budget Examples )
 
1)  Association or Club Dues
2)  Event Participation Costs
3)  Weekly or Monthly Lunch Dates w/Clients, Partners and/or Prospects
4)  Networking Collateral (could be something as simple as a business brochure)
 
 
( REFERRALS - Budget Examples )
 
1)  Proper Holiday Greetings (not too late for 2008)
2)  Proper Client Thank You Gifts
3)  Proper Client Referral Thank You Gifts
4)  Referral Collateral (could be something as simple as adding a line to your e-mail signature)
5)  Client Appreciation Events (ask them to bring another business owner for networking)
 
 
As I have always stated before, you know your business best.  Only you can determine if a $500 expenditure on a Client Appreciation Happy Hour will generate more business than an advertisement at the same cost.  My point is to make sure you don’t dismiss these key revenue-generating tools as just “add-on” business.  Generating revenues through Business Networking and Client Referrals are just as important as any ad you might budget for next year.  In this economy, many will argue that it might be much more important.
 
I leave you today with the following statement.  It is often printed on the back of business cards in the Real Estate Industry.  There is much we can learn in the most remote and simple places.
 
“I invest 100% of my time providing superior service to my clients because I believe in cultivating lifelong relationships.  My goal is to provide you with extraordinary service so that you won’t hesitate in referring family, friends and colleagues to me.  A referral and your trust is the highest compliment I can receive.”
 
 

SEO: Do it yourself web site copywriting tip.

Posted by John Park on Nov 7th, 2008
2008
Nov 7

seo copywriting

Recently, I heard an interesting comment from a business owner in VA who had just launched a new web site.  He said “This is so frustrating.  I spend all this money and when I type in HOME REMODELING IN VIRGINIA at Google, I don’t come up at all.”

 

That’s when I asked him “Does it say HOME REMODELING IN VIRGINIA anywhere on your web site?”  There was a pause on the phone.  He eventually answered “No, I guess it doesn’t.”  I didn’t need to go any further.  He already knew what I would say.

 

How can Google, Yahoo or MSN find the phrase your prospects are typing in if they do not exist on your web site?  So much of SEO (search engine optimization) relies on common sense.  It is this kind of simple logic that is often abandoned just because it’s the “Internet.”

 

This event gives me a good reason to offer a tangible SEO tactic you can implement yourself.  As a follow-up to my earlier post “SEO is not an event.  It is a strategy“, here is one powerful search engine optimization (SEO) tool you can implement yourself.

 

Writing for a web site is very different than writing for a brochure or some other kind of traditional marketing collateral.  In fact, if you read a well written SEO’ed web site, your initial reaction might be to suggest word changes, omissions and maybe even complete rewrites.

 

( SEO Do It Yourself Tool - Effective SEO Copywriting )

STEP 1:  Identity a list of keywords or phrases you would most likely type in to find your type of business at a search engine.  Create this list and prioritize them in order.  This list should be no longer than 10 keywords or phrases.

 

STEP 2:  As you write copy for your web site, utilize these keywords as much as you can without sounding grammatically incorrect or ridiculous because of overkill.  The artform is writing it in a way so that most readers will not notice your overt SEO attempts.

STEP 3:  As you implement step 2, be sure to prioritize the quantity of use by the prioritizing you completed in Step 1.  For example, you should try and use your top 3 keywords or phrases much more than you would use the last 3 keywords on your list.

 

More to come about SEO in future posts…

If you’re not a subscriber already to Biz Crusader, you can receive my posts via e-mail by clicking here.

 

 

Marketing So Absurd, It Becomes Memorable

Posted by John Park on Oct 27th, 2008
2008
Oct 27

marketingchickenstock

 
Because Halloween is just around the corner, there are some really creative advertisements on TV, Radio and the Internet.  I heard an interesting one on my drive home today.  The ad was promoting chicken stock.  You’re probably thinking “how do you make chicken stock interesting?”  Well, this particular advertiser’s suggestion was to give out chicken stock instead of candy this year for Halloween.  The whole premise was that candy is so “yesterday” and if you really wanted to be cool and be part of the “in-crowd”, you would give out cans of chicken stock to the kids as they enthusiastically say “trick or treat”.
 
As I was listening, I had a grin on my face because I had recognized their strategy.  Now, we all know what would happen if you actually did what they suggest.  You would be removing rotten egg and apple debris from your front door for at least a few days after Halloween.   The marketing angle is so absurd, it becomes memorable.  Of course, they don’t expect for you to actually follow through.  They just wanted you to get a good laugh because it is such a ridiculously absurd idea.  And, if they really get their wish, some people might even blog about it.  Can you imagine if you were given the task of advertising chicken stock?  Well, whoever thought of this angle was up to the challenge and hit it out of the ballpark.
 
Executing this marketing angle is not easy because humor and absurdity has to work well together.  But if you can hit the right note, the advertisement will become incredibly memorable and many people will become your unpaid ambassadors.  And because of this absurd radio ad, I will always know that this place has great chicken stock.
 
If you’ve read more than a few of my posts, you know that I like to point out marketing homeruns whenever I come across them.  The advertiser I am praising is Trader Joe’s, a specialty neighborhood grocery store with 250 locations nationwide.  KUDOS!
 
 

Eyeballs and Call-to-Action Advertising Tips

Posted by John Park on Oct 22nd, 2008
2008
Oct 22

call to action advertising

 
Having many choices presented to you is often a good thing.  However, there is a specific situation when choice should be limited.  When creating an advertisement, one of the biggest mistakes made by businesses is to cram everything and anything they can on the ad.  This need to fill every corner and crevice creates a scenario where it is almost impossible for the perspective buyer to determine what the true CTA (Call to Action) is.
 
Upon first glance of an advertisement, the primary CTA should be readily identifiable.  CTA is what you want the perspective buyer to do.  Tell them exactly what you want them to do.  Be clear and be concise.  It’s true that some advertisements can have more than one CTA.  Nevertheless, the primary CTA should be found quickly and without hesitation by the perspective customer.
 
So, what is your CALL TO ACTION?  When defining your CTA for an ad, be sure to seek the optimal end result.  For example, would you define Barrack Obama’s CTA as his goal of having you vote?  This is incorrect and a common mistake of stopping short of the finish line.  His actual CTA would be for you to vote for him—not just vote.  In the business world, an advertisement might ask you to visit a web site or call a phone number.  Again, this is an example of stopping short.  Visit the web site or call a phone number to do what?  The desired end result should be stated clearly.
 
Once the primary CTA has been defined, you must now construct your advertisement in a certain way to draw the eyes to it.  In the marketing and advertising business, this is called directing the “eyeballs.”  It’s somewhat crude but it’s straight to the point.  If correctly configured, the primary CTA should be the last thing the perspective buyer sees or reads.  The challenge is to get them to follow a certain path with their ‘eyeballs” until they have arrived at the primary CTA.  Below is an example of how your “eyeballs” might follow a directional path.
 
 
( Correct Example:  How eyeballs might follow a advertisement path )
 
View 1:  Attention getting photo or phrase
View 2:  The secondary attention getting item that ties in with View 1—SALE
View 3:  More detail about the item or items on SALE
View 4:  CTA - purchase now by doing…
 
( Incorrect Example:  How eyeballs might get distracted )
 
View 1:  Various large photos or titles
View 2:  Trying to tie one of the large photos or phrases to determine path
View 3:  Not enough information about the chosen path (little of everything, not enough about one thing)
View 4:  CTA - learn more, call, stopping short
View 5:  GIVE UP!  Buyer doesn’t know what they are seeking.  Too much effort and too much time.
 
 
This is a complex advertising topic, which I’ve tried to summarize in a single blog post.  Next time you’re creating an advertisement for your business, try the formula above.  If the ad has been developed with the CTA EYEBALL PATH in mind, your perspective customers should follow with their eyes to the primary CALL TO ACTION.
 
 

« Prev - Next »

Enter your email address:

Delivered by FeedBurner




Yahoo! Small Business

iContact.com - Email Marketing Service

Business.com PPC

 Subscribe to Biz Crusader




Yahoo! Search Marketing




Page copy protected against web site content infringement by Copyscape