Was searching for a rental car company in Europe and heard of Easycar. Anyways I was too lazy to type it into the address bar so I just hit up Google for the search. Look what came back … I’ve never seen this kind of Adwords ad that delivers additional links.
Is this new? Any experiences with it?
Just typed in “Freshbooks” into Google and got this interesting result. This is the first time I’ve seen a Twitter result come back like this. Note: Search was on Google Canada.
I know a lot of marketers in the social media space are saying that the old approach to advertising doesn’t work anymore.
No doubt there’s a ton of books written on the ‘new’ social media landscape and marketing strategies and techniques that
can be used effectively. And hey, that’s all good.
In fact, I not only believe a lot of what authors such as David Meerman Scott have written in their recent books – we’ve been putting some of these principles to work for our clients for quite some time.
What I found myself questioning the other day, is how can so many people say that the old direct response approach to selling products directly to consumers doesn’t work anymore…when the TV and magazines are filled with repeat advertisers hawking their wares. Read the rest of this entry »
Father’s Day is fast approaching. June 21st is the big day. And while all retailers are sure to do their share of promoting this day, much of it will likely be a waste.
Here’s an ad I just saw on CNN.com this morning. I haven’t had a chance to contact the advertiser and so I can’t say whether or not this ad is actually selling any product. But you gotta wonder.
As seen on CNN.com
Here’s an ad for a Stainless Canteen from uscanteen.com. The ad doesn’t look bad, but here’s the biggie…why is a woman wearing the canteen? This is supposed to be a gift for a man. This ad got my attention, but putting the canteen on a woman takes away the ‘manliness’ quality and gives it more of a modern chic look.
Maybe you’ll have a different view, if you do I’d love to hear it. But this seems like advertising gone wrong.
Rohit Bhargava has put together a wonderful short presentation about why infomercial style marketing works.
This is one of the best presentations I’ve seen for its length.
Often times business owners, and I’ve encountered many over the years, are cynical of the prospects that infomercial direct-response style advertising works.
They say … Read the rest of this entry »
Google has just released a new online tool to help with planning your online media campaigns.
If you work at an advertising or online agency, are in charge of your company’s online marketing, or are an internet consultant, this is a tool you need to check out.
Google touts this tool as a better way to plan your online ad spend with deeper insight into your traffic and their advertising network.
The ad planning tool also has a new traffic estimation component. Google says this will help track Unique Visitos more effectively.
There are also new country demographics and pre-defined audience options.
For full details take a look at the Google Ad Planner post on Google’s site.
Many people will be surprised to hear that Google offered advertisers print advertising. They did this through a partnership with around 800 newspapers. The program started in 2006 with 50 partners and Google built up their print business from there.
Only problem – it didn’t go too well. So Google has pulled the plug on Google Print Ads.
The company also sells Radio and TV ads through its network. But this is either a case of the company finding that they can’t do ‘everything’ and have retracted to focus on their more profitable core of online advertising.
Or possibly this could be a move to hedge against the ongoing declide and tough times the newspaper industry has been seeing.
For the full story check out what the Director of Google Print Ads, Spencer Spinnell has to say: Google Print Advertising
If you’re a reader of this blog or have read my book you’ll know that I’m a big
believer in measurable marketing. A past company I co-owned did plently
of creative work … where we developed new brand identities and creative
materials for clients.
My company today, Relagy Marketing, takes a scientific approach to brand
building and product/service promotion. Meaning we work with our clients
to track and test all of the promotions (both on and offline) that we develop
for them.
And that’s how we are able to consistenly improve their response rates and
their sales.
… I could keep going on this topic, but that’s not why I’m blogging today. No,
I just came upon a video that has some absurdly creative advertising.
Read the rest of this entry »
As you probably know Dan Kennedy is one of the greatest marketing minds around. Not the only by any means, maybe not even the best. And I haven’t studied or seen much of his stuff lately, but he was/is a true marketing genius.
Don’t worry. I know it sounds like I’m trying to sell you something, but I assure you I’m not. All it is is an introduction to a great video of him I just found.
If you’ve followed my work and writings over the years you’ll know I’m a big believer in the power of having a guarantee to increase sales. And not just some fluffy text in miniscule type. But one that stands out and means something.
Well, here is Dan Kennedy delivering his personal guarantee for his products. Enjoy, it’s live and it works!
Here’s a video from Canadian Copywriter Michel Fortin. No matter how great you think your ad, your copy, or any of your marketing and sales materials are performing … if you’re not testing, you’re really missing out.
Look for the little conversion secret he delivers near the end of the video.
Here is a golden video from Perry Marshall. With 2 very important lessons.
An increasing number of our clients, especially over the last two years, have asked for our help with their Adwords campaigns. Actually, about 70% of them didn’t even have an account set up … so we often start from scratch.
As you get more and more advanced with Google Adwords you quickly see how effective a marketing tool it can be, but also how advanced it can get. This video below not only gives you a high-level technique that works … but also brings home the reality that not everything will work for everyone.
That’s what testing is for, right?
Marketing Sherpa just published a great case study.
This one looks at a challenge many large companies face and most do nothing about. But the company in the case study, Business Objects, did.
I’m happy about this for 2 reasons: 1) Business Objects is based in Vancouver, where I live (although they were recently acquired by SAP, and 2) the company clearly proved that direct response marketing deserves a seat (if not the Vice-President’s chair) at the main table.
Here’s why …
Advertising Age just ran an article stating that 53% of marketers are preparing to cut back their advertising if they haven’t already begun to do so.
The survey, conducted by the Association of National Advertisers, polled 100 marketers across several industries. While some will surely wonder whether on hundred respondents is enough to make this statistically valid — evidence that this is true is all around us.
You see, every time the economy faces a downturn marketers get wary. They hold back. Waiting. Until the landscape settles.
There are couple of massive problems with this. Read the rest of this entry »
Lobster for everyone!! Come and get it … this time in a most unusual way.
Two brothers in Maine have created a new program where you can own your own lobster trap. Everything that is caught in that trap during a whole year’s season is yours.
They guarantee you’ll get at least 48 delightful crustaceans weighing on average 1.5lbs each.
Plus, you also get clams, mussels, and other wonders from the Atlantic.
Don’t eat seafood? Hey, that’s okay. And I won’t even ask why. But there is a big marketing lesson here.
These two brothers have run with a classic strategy that works. They’ve take the structure and model of “own your own olive tree” or apple, or vineyard section, etc. These biz models are popping up all over the place.
People like to call something their own. It’s impressive, and if you like wine, apples, olive oil, or lobsters it’s a good deal.
They definitely charge you a premium here. In the case of the lobsters they charge $2,995 a year. 48 lobsters minimum at $15/lb (let’s say standard price), that’s $22.50 per lobster and $1080 for 48. But these guys give you so much more, a long list of goodies (see their website here).
When you ad it all up does it equal the $2,995 price tag. Probably not, but you’re getting a piece of “ownership” and this is what people love buying into.
You see, these guys have recognized that they’re better off not just selling a product. They’re selling a whole experience and memories around that … and people are happy to pay good dollars in return.
Ask yourself, can this model be used in my business in anyway?
To your success,
Michael Zipursky
Duke University’s Libraries has been increasing its efforts of its digital collections.
One of my favorite collections is called Ad Access. Here they’ve catalogued over 7,000 US and Canadian advertisements from between 1911 – 1950.
Outdated, Old, And Not Applicable In Today’s Times
Human nature hasn’t changed in the last 100 years and it won’t change over the next 100. Sure, we’re seeing technological changes that allow us to communicate through different vehicles and ‘efficiency’ increasing tools that allow us to complete tasks faster. But the way we think, our impulses and emotional wiring that affects whether our attention is aroused and if we should take that next step and make a purchase haven’t changed one bit.
There are some true gems in here folks. Enjoy.
And as always, to your success,
Michael Zipursky
Friends, how are you?
Air Canada has come out with a new service to “ease travellers worries.” Called On My Way the service offers travelers that have had their trip interrupted protection.
Protection in what form and from what exactly? According to the Air Canada website if you’ve been affected by harsh weather conditions that cause delays, flight and plane issues that force cancellations or pretty much anything else that restricts you from getting off the ground…then On My Way will provide assistance.
When you’ve signed up for this service you receive a special number to call. Calling that number a “special customer service agent” will rebook you on the very next flight (so you get dibs on that) and arrange for complimentary accommodations and means (that’s right, they foot the bill).
In case you haven’t noticed more and more companies have been using ‘guarantees’ in their marketing.
The art and power of the guarantee is nothing new. Direct marketers and advertisers the world over have included guarantees in their offers for centuries.
While I surely wasn’t around back then…I’d wager that 200, 300, heck, probably even 500 years ago people tradesmen (yes, I’m sure there were tradeswomen as well, but allow me to keep this simple for now) were offering guarantees of satisfaction on the products and services they sold in one form or another.
No, I’m not implying they all did, likely there were only a few in each town that were brave enough to place a guarantee on that which they sold.
These days there are still only a few in each industry that incorporate a guarantee into their business models. But that is slowly changing.
On two occasions now, the president’s of two large companies have attacked me.
No silly, not by physical force. But they were genuinely concerned.
Turn on the TV, check the front few pages of any newspaper, listen to the radio and no doubt you’ll be bombarded with a chess match of mentally developed and not-so-understandably respected folks yelling at each other “recession-this” and “no-recession-that’”.
“A financial crisis here” says one lady, while the other ‘just-as-wise’ smiles her best smile, looks you in the eye and tells you “there is no financial crisis, this is a time of opportunity.” And just then, ten other well-greased analysts, and a couple of bow-tie clad economists declare there is no opportunity. Everyone must cust back and cushioned their rear-ends in preparation for the big loss.
What’s happening really isn’t anything new in my view. Sure, parts of this dramatic play “have never been seen before”. But the economy, since the beginning of time, as had its ups and downs, its sidesteps, trips, hops, jumps and falls…
The Vancouver Sun ran an article last Tuesday about Chef Daniel Boulud. The famed restaurateur who owns 5-6 restaurants across the US is partnering with the current owners of Lumiere and Feenies. If you’ve been following the story of Rob Feenie’s departure, there’s likely a lot more than meets the eye. But that’s not what I’m writing to you about today…
Hidden deep inside that Vancouver Sun article was a gem. A precisely-cut and glittering diamond of marketing wisdom.
It appeared when Daniel Boulud was asked why he chose to come to Vancouver over Toronto or Montreal, the largest Canadian cities (Vancouver holds 3rd place).
Boulud’s reply was spot on. He said
Read the rest of this entry »
There is one area that marketers and companies alike often neglect. Yet this ‘final step’ in the majority of cases dictates your rate of success.
This is as relevant with trade show marketing as it is with direct mail, face-to-face salesmanship, advertisements, and even web promotions.
What am I talking about?
Possibly the single most important step of any marketing strategy…THE (you can hear the drum roll) Follow-Up.
That’s right. The follow-up.
You go to all the trouble of planning your tradeshow, putting together materials, coordinating with vendors and your staff — not to mention the expense of printing, booth rental, travel and hotel costs and all the rest….we’re talking anywhere from tens-of-thousands to millions of dollars being spent.
However, 80% of companies don’t follow up. Don’t quote me on that figure, it’s an educated guess. Here’s why I’m saying that though…the last trade show I attended, where many companies were spending bi big dollars on their tradeshow marketing efforts…80% or more of the companies I met with to talk about business and opportunities didn’t follow up.
A surprise contender…(you’ll never guess which companies seem to be delivering the best follow-up).
Almost every single one was from China. Now many of them were a bit aggressive…touting their products and services. They’re doing whatever they can to get me on board. But hey, that’s okay.
You see friend, if they wiggled themselves to jello-like state of laziness like all the rest of the companies and didn’t follow-up…99% chance I’m not going to do business with them. Heck, I doubt I’d even remember them.
By getting in touch with me…I thought about them again. I took the time out of my busy schedule to have another look at their offerings.
They re-ignited the communication torch…they’re pushing to keep the relationship going. And in business it’s all about the relationship. You can hawk goods and make a profit in the short term, but without a real relationship, your business will fade into the mist…you’ll lack the long term loyal customers a business requires to grow and be profitable into the future.
Your fortune would be as good as gone. Poof! Gone.
Follow-up can come in many forms. An email, a phone call, a fax, even a letter. It doesn’t really matter. The key is that you DO FOLLOW UP.
The best marketers know the value of follow-up. They understand that follow-up isn’t about a random and unplanned call to a prospect months after the event. But rather a highly strategic, well planned out part of your overall tradeshow marketing strategy.
And the best marketers make sure that strategy comes in many forms. It may start with an email, lead to a phone call, then a letter, then another phone call and eventually to a face to face meeting again to provide more information or give a demonstration.
When you’ve got them, don’t lose them.
If you haven’t been using a structured follow up process in your marketing, start right now to work it into every aspect of your arsenal.
You will glow with glee and your bank account will bulge. Folks, follow-up works. Give it a shot.
To your success,
Michael
