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Tag: Campaign

  • Edited Biden video portends social media challenges in 2020

    Edited Biden video portends social media challenges in 2020

    As former Vice President Joe Biden’s drive for the White House gains momentum, the 77-year-old’s political opponents on both the right and left have launched an internet campaign suggesting he’s not mentally or physically equipped to serve—sometimes using altered content and other disinformation to make their case.

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  • Social networks on back foot as digital campaigns expand tactics

    Social networks on back foot as digital campaigns expand tactics

    Social platforms are scrambling to cope with the onslaught of political messages involving celebrity endorsements, bots and manipulated videos as the US election campaign is shaken up by Democratic candidate Michael Bloomberg’s deep-pocketed efforts.

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  • Customer Trust and Loyalty

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    Customer trust is a precondition for prosperity. Yet, most businesses…

    o Act as if customer trust develops because the business believes it is honest.

    o Build only a shallow type of trust that does not lead to profitable relationships and loyalty.

    o Have no strategy to build the type of trust where customers increasingly value the relationship.

    Now is an excellent time to aggressively and systematically work at building customer trust. Virtually all businesses have been tainted by the general rise in societal distrust of companies.

    o A recent Datamonitor study of consumers in the USA and Europe found that 86% are less trusting of companies than they were five years ago.

    o 80% of people stop buying products or services from companies when their trustworthiness comes into question (Edelman 2005 Trust Barometer)

    o People spread distrust to friends and associates, the people we trust most.

    o Over 33% who lose trust in a company, openly campaign against that company on the Internet.

    The Datamonitor and Edelman research demonstrates that it goes beyond a few isolated cases. Furthermore, according to a Yankelovich study, more than two-thirds of people don’t believe advertisers and marketing. They see it as self-serving distortions.

    Customers want to do business with companies they trust but, don’t know who to trust. Therefore, companies that proactively demonstrate trustworthiness stand to gain a tremendous source of competitive differentiation.

    What is trust and why is it important to customer relationships? Webster gives two definitions of trust that help separate the wheat from the chaff.

    1. firm belief or confidence in the honesty, integrity, reliability, justice of another person or thing.

    2. confident expectation, anticipation, or hope; as in trust in the future.

    Most companies believe they are trustworthy but only measure up to the first definition. They want to be known as a company that is honest, reliable and fair. They expect their products live up to expectations and when they don’t they think they treat customers equitably.

    Do you think your company measures up? If you say yes, ask yourself what you proactively do to build this trust. Many companies have no deliberate strategy.

    If you have a deliberate strategy, now might be a good time to question how well it is working. As mentioned above, Yankelovich’s research shows that most customers don’t believe your marketing and advertising. And, the Edelman Trust Barometer concluded that when looking for a credible source of information on a company or product, CEO’s, employees, public relations people and celebrities rank in the bottom half.

    Measuring up to the first definition of trust is essential to sustainable and profitable customer relationships. However, even if customers believe your company is honest, reliable and fair, this is no guarantee they will be loyal and profitable. To garner commitment, profitability and high lifetime value, a company must measure up to Webster’s second definition as well.

    Businesses that meet the first definition but not the second, run into the Satisficing Trust Barrier. Satisficing trust is the trust that allows a customer to feel comfortable in buying products or services from a company. It is a sense of confidence that the company will stand behind the product. It is sufficient trust to purchase a well-defined product, a commodity. In a world of abundance and overwhelming choice, satisficing trust does not insure repeat business. Customers buy commodities that offer the best trade-off between satisficing trust, price and convenience. Some companies become complacent because they feel they offer the best combination of the three. Unfortunately for them, all it takes to lose customers is for a competitor to create the perception of a better deal. No real relationship value has been accrued by the company who wins business this way.

    The operative words in the second definition of trust are “hope” and “trust in the future.” Many purchases these days are not commodities; they are not well defined and may not have a track record. To make these types of purchases the customer must take a “leap-of-faith,” and this requires trust. In this type of trust the customer must believe that the vendor company is truly interested in a win-win relationship. That is, they are interested a long-term relationship where both parties benefit. This type of trust grows out of experience with a company demonstrating a real commitment to win-win. Since virtually all customers have been “burned,” companies often have to subjugate their short-term interests to stimulate the development of faithful trust.

    Customer want to build relationships that help them more confidently make “leap-of-faith” decisions. Being able to rely on this trust helps them simplify things in an increasingly complex world. When this happens, trust in the relationship becomes more important to customers than price and convenience. It starts with “hopeful trust.” Customers want the best for themselves. They want to adapt and to embrace change, and they will place extremely high value in relationships that help. Customers are on the lookout for signs from companies that their “hopeful trust” will be well placed. But this “hopeful trust” is just a test. If experience demonstrates that trust in the relationships is justified, faithful trust will emerge.

    When trust morphs from “hopeful” to “faithful,” a very significant twist occurs. The main concern of customers shifts from price and utility to the seeking of advice and guidance. When price is an issue, customers withhold information. When they seek guidance, they openly share. “Faithful trust” enables this openness. It also enables both parties to prosper and builds a basis for co-adaptation, now and in the future.

    The trustworthy company gets the immediate sale, but they get much more. Snafus or mistakes that might have once terminated a relationship are now overlooked for the sake of the relationship. Customers become turbocharged advocates. They don’t merely tell others what you sell; they vouch for you and the relationship value you deliver. They come to depend on your business and, as a consequence, they want you to thrive.

    The real-life story of Billy Blue, a men’s clothier in San Francisco illustrates the power of fully trusting relationships. Billy Blue’s thriving business took a nose dive during the dot.com crash. The downturn was so severe its owner, Billy Bragman, considered closing his doors. Instead, he wrote his customers a letter explaining the situation and asked them to buy more clothes. Even though many of his customers had their own business “trial and tribulations,” they increased their clothes purchases. One guy sent a check for $2,500 with a note saying, “You know what I like; just send me some new clothes.” Billy Blue customers could easily have turned to other men’s stores but they chose to support Billy Blue. They valued their relationship with Billy Blue and didn’t want it to go out of business.

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    Source by John Todor

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  • Addiction Marketing

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    “Addiction Marketing” is a phrase I coined a few years back while waiting in line for my drink at Starbucks. I was observing the mass of people who like lost explorers in the desert rushing for an oasis seemed to be desperate for their daily (if not more frequent) fix of caffeine. It was at that moment that I realized that one of Starbucks key business drivers, if not their most critical business driver, was that Starbucks sells products that cater to peoples addictive tendencies. What Starbucks has done better than many other addictive marketers is that they also make it cool and trendy to succumb to your addiction. In today’s blog post I’ll examine addiction as a key success factor in business.

    When I was in school economics professors would lecture on using supply and demand drivers to create a business advantage…business professors would evangelize the strengths of the recurring value and stability of consumable products…marketing professors would espouse the benefits of relationship marketing, but nowhere do I recall being able to register for a class on addiction. However if you think about “Addiction Marketing” you’ll quickly realize what the “media pushers” on Madison Avenue and the product development and marketing gurus in the corporate world have known for years…all people have their unique set of vulnerabilities that if creatively and effectively exploited will lead to strong sales and powerful brands.

    If you read the business news over the weekend you’ll have noticed that the Indian government is attempting to force Coca Cola and Pepsi to divulge the formulas to their popular beverage products. One of the charges being upheld in the Indian High Court is that Coke and Pepsi products are addictive and unhealthy…Hmmm…Examine the following representative list of successful businesses and/or industries and come to your own conclusions as to whether these businesses or industries prey on the addictions of consumers world-wide to generate their revenue:

    Las Vegas – The tagline “What happens in Vegas stays in Vegas” caters to virtually every possible addiction under the sun…Sin City lives up to its reputation.

    Tag Body Spray – Tag’s recent commercial campaign has taken the phrase “Sex Sells” to a whole new level…In this campaign all an adolescent male needs to do is to spray himself with the Tag product and he finds himself instantly being attacked by hordes of attractive young women…If you have a teenage son, it would be a safe bet that Tag is his cologne of choice.

    The Beer and Alcohol Industry – You will be hard pressed to find a beer or alcohol company that doesn’t portray consumption of their beverage as the key ingredient to a lifestyle of fast cars, beautiful women, successful careers, etc.

    The Tobacco Industry – The tobacco industry has been publicly hammered for selling products that leverage the addictive effects of Nicotine and even with all the known health hazards smokers face, in many instances the addictive nature of the product is greater than peoples ability to make a logical decision.

    I don’t think anyone will dispute the examples noted in the above list as obviously preying on consumer’s addictive tendencies. However what about the more subtle side of the addiction business? Isn’t Starbucks using the same addictive business tactics as those industries listed above? What about companies in the luxury products sector? Companies that sell high end products and services cater to the elitist attitudes of this segment allowing consumers to make statements about their socioeconomic status based on the products they purchase. Is this not also catering to addictive tendencies?

    OK, now I’ll hit a little closer to home…What about my company’s value proposition? We sell success…Is it not possible to look at success as being an addiction? How about the social networking industry? Are social networkers and bloggers addicted to the interaction, attention, etc. that the new media platform affords? While I could go on, I think my point has been made…I’m certainly not implying that all consumers are addicts, nor am I implying that all companies are “pushers”, but I am pointing out that addiction marketing sells and that many companies use this as a strategic advantage. In fact, I believe the evidence is clear that a business can create a strong strategic advantage in sustainability if they find no ethical flaw in what I’ve coined as “Addiction Marketing”.

    The bottom line is that I love to travel and watch movies and I don’t think it makes me an escapist…I have a penchant for Starbucks (venti caramel frappacinos in particular) and I don’t think I’m a caffeine addict, I appreciate the fine clothes and quality automobiles and I don’t believe that makes me a social elitist. However I have also come to realize that my perceived addictive tendencies are clearly attempting to be preyed upon by creative and intelligent marketing and product development efforts. I’ll leave you with the following questions to ponder:

    What is the difference between pleasure and addiction?

    Do you feel “Addiction Marketing” is ethical?

    Does your company partake in addictive marketing strategies and tactics?

    And, when was the last time you made a purchase based upon your addiction?

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    Source by Mike Myatt

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  • How Does Relationship Building Techniques Build Your MLM Business?

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    Relationships are key in life, without them; life would be so boring. MLM marketing is based on creating strategic relationships between teammates and the audience of the individual business. This means that one has to work carefully to build trust and authority with the target market. By doing so with authoritative content and reliable timing, relationships will blossom and grow. Thus, creating a pipe line to send dedicated content towards motivated prospects. Failing to create elementary content not only discredits the publisher, but also kills all sales potential. Let’s open the door to relationship building techniques that will help.

    Create content that doesn’t sell but builds your reputation

    Never push content that sells, this is a horrible practice for MLM marketing. Create content that builds your business reputation up. This means promoting content that entertains or has a high level of educational value. There are so many businesses out that already overly pushes sales content, there is no need for you to do the same. Your marketing content is supposed to be attractive, not repulsive. This means every blog, article, eBook or landing page must educate through problem solving of some degree. There are ways to get sales, but to do so, one must push the agenda of their prospects first.

    To build relationships in MLM marketing, the content that is needed will vary. You will need basic content that covers a general situation to content that absolutely solves a specific problem. This is how you define your leads, by sharing all types of educational content. Your prospects will not always be in the same boat as the next person. So, to be effective, you must share content that targets symptoms first, then develop content that nails down some of the symptoms and then finally offer the cure through the final. The last content you can develop is the follow up content that offers advanced material to help the prospect go beyond the basic package.

    Specialize by focusing on your prospects growth

    Help your prospects grow in some fashion. This can be in life, or some other area that you have specialized skills in. In this capacity, your relationships are more specific and narrowed down in which the others in your area cannot touch. Lead by example, offer free and premium content for your visitors and subscribers. This will distract your prospects enough to keep them engaged. Not all of your content will be successful, so the smart marketer will always engage in analytics to help sort the weeds from the wheat and develop themselves and their content for the successful campaign. These techniques have enabled many new marketers to climb the ladder and enjoy an effective business.

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    Source by David L. Feinstein

    Views: 0

  • Direct Marketing – 5 Essential Components of Successful Direct Marketing

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    Direct Marketing produced $2.05 trillion in sales in 2012. That represents about 8.7% of US GDP in 2013. This implies several key points.

    First, competition in direct marketing is stiff. With all those advertisement dollars being spent on direct marketing, you need to ensure your message is getting through and being heard. Second, with stiff competition, you need to craft compelling messages, not once, but repeatedly. You need to do this effectively and efficiently, if you want to do more than just tread water.

    Thus, it’s important to develop a marketing strategy that optimizes your budget spend by employing direct marketing more effectively. Here are 5 essential components of successful direct marketing.

    1) Deliver a Compelling Sales Message

    Several elements go into creating a compelling sales message. Successful sales letters and other marketing content must be relevant, useful, and persuasive. Marketing content that works grabs your prospect’s attention, shows uniqueness, and builds trust with your prospect. Employ these three elements in all your direct marketing content.

    · WIIFM – Tell your prospect exactly what’s in it for him or her.

    · Unique Selling Proposition (USP) – Clearly describe why your solution is the superior one.

    · Testimonials – Let your satisfied customers “sell” for you.

    2) Follow-up Leads Promptly to Attract and Engage Your Prospect’s Attention

    You might have a lead-generating sales letter, but if you don’t follow-up, valuable leads will slip through the cracks. Follow-up a live event with a phone call, an email, or a letter that invites the prospect to take the next step.

    Offer a free demonstration of your product or service. Set up an appointment with a subject matter expert who can go into greater detail on how your company’s solution works, and why it’s better than the competition’s. Then, before the scheduled demonstration, send a white paper that explains your product in detail.

    Follow-up, engage and spark your prospect’s interest in your solution.

    3) Promote Your Brand

    Benefits from branding give companies and edge over competitors that don’t brand. Branding helps position your product or service favorably. It also gives you pricing and distribution power. The takeaway is: never miss an opportunity to brand.

    Direct marketing affords you many online and off-line media to build brand awareness. Online media: (1) Banner advertising; (2) Blogs; (3) Email; and (4) Website. Off-line media: (1) Print advertising – sales letters, postcards, brochures; (2) Press Releases; and (3) Public Relations.

    4) Nurture the New Customer Relationship

    Lead nurturing is just as important as lead acquisition. Most companies want to develop long-term relationships with customers. That’s because they become repeat customers. And, over time, repeat customers generate more sales and profits to your bottom line.

    Outbound marketing provides many ways to build and maintain a thriving lead nurturing program. You can employ email, direct mail, social media, mobile, podcasts, seminars, phone calls, and videos.

    5) Integrate and Synchronize Online and Off-line Direct Marketing

    To optimize your message and direct marketing budget, success lies in finding the right mix of online and off-line methods. One method isn’t necessarily better than another. Instead, the secret sauce to successful direct marketing depends on how you weave these various methods together.

    You can integrate and synchronize these methods along the sales cycle beginning with message delivery. Start with a sales letter, follow-up with a phone call or email. Refer your prospect to your website for deeper marketing content, and don’t forget to brand throughout this process.

    Achieving the right marketing mix produces a “multiplier effect” that helps you close sales faster and easier. Employing different media in a consistent and coherent manner working towards the same goal optimizes your marketing efforts.

    Don’t Overlook the Value of Direct Marketing

    With so much attention focused on inbound marketing lately, it’s easy to overlook direct marketing’s benefits. However, as you can see, it still commands the lion’s share of sales. Therefore, it’s prudent to examine your marketing strategy’s focus and align your budget accordingly.

    Before you undertake a direct marketing campaign, employ these five essential components to compete effectively and efficiently for that $2.05 trillion market.

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    Source by Alex M Milo

    Views: 1

  • Can I Turn My MLM Success Stories Into Testimonies?

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    One can use MLM success stories in many different ways. This includes testimonies that can be placed on the site in different locations. They can be broken up and separated to maximize the impact of the pages for your visitors. So, in turn yes, you can use MLM success stories as testimonies. There are different ways to present them to help you gain the traffic and success you want to achieve. Come and explore some ideas that have been developed over time with much success and sometimes failure.

    MLM Success Stories Broken up and displayed on key pages

    One way to drive success to your site is to break up your MLM success stories into bite sized testimonies and place them on key pages of your site. This could include your passive products, main store front, contact, homepage and landing pages for your email. These have been quite successful for various business industries and are still used to help convert visitors into leads. You may only want to display up to three small stories on the pages, you can always link to the full testimony that is not in your active menu.

    If you do use your MLM success stories as testimonies on your pages. You can present them as text, video, or even audio clips to your visitors. In most cases they are presented as text, but you may have more or less success in other formats. If you’re feeling venturous try posting them as a small audio clip. You won’t know how your prospects will respond until you try an idea. It could work or it could fail.

    Don’t go overboard the MLM success stories…

    As stated beforehand, don’t go overboard with the MLM success stories. Be a bit conservative and use them in the right spots to maximize your potential. Don’t forget you can use them as separate entities and share them in a promotional campaign as well. This works very well during authority building campaigns or at the launch of a new social campaign. Sprinkle the stories throughout the campaign for maximum flavor. On this tactical stage, you can add them to photos, graphics, or in other formats to help build your traffic to your site. Don’t keep sharing the same one, let it rest for a bit and use another as you promote your business. All stories should be factual and not misleading. Wishing you best of success!

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    Source by David L. Feinstein

    Views: 1

  • Market Entrepreneurs and Political Entrepreneurs

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    What is an entrepreneur? Well, in the United States of America there are two types of very successful entrepreneurs. There is the market entrepreneur and there is the political entrepreneur. The market entrepreneur makes money in the free market by delivering the lowest prices and the best quality and service to its customers and the consumer. The market entrepreneur wins markets and beats out the competition because they are better and more efficient.

    The political entrepreneur uses the influence with government through various methods such as lobbying, political campaign contributions and networking with government bureaucrats to either win government contracts and make money or use this influence to get the government to make new rules and regulations and he is industry.

    The political entrepreneur will also use his influence to get government bureaucratic regulatory bodies at all levels of government to attack his competition. There is a big difference in market entrepreneurs and political entrepreneurs. Unfortunately, genuine Capitalism getting clobbered by political entrepreneurs coaxing government agencies to constantly attack market entrepreneurs.

    The economy and the free market and capitalism for that matter works better with the most efficient companies compete on a level playing field where the consumer and the buyer votes with their dollar for the best products and services at the best possible prices. There is nothing wrong with capitalism there is only something wrong with the way it is applied in United States of America. It could be done a lot better.

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    Source by Lance Winslow

    Views: 0