TIGblogs - Mish's TIGBlog

Marketing Tip #10: Don't be afraid to say you don't know

Sun, 13 Mar 2011 03:03:00 EDT

If you don't know the answer, don't know what something means or aren't sure, don't be afraid to say you 'don't know.'

No one will think any less of you. What they do expect is that you'll go find the answer - and share it.

@SMW Toronto #bmo

Tue, 08 Feb 2011 04:02:00 EST

CASE STUDY: Loblaws Offline Online Disconnect

Wed, 14 Jul 2010 01:07:00 EDT

I personally like what Loblaws is doing offline.nbsp; I like the Galen Weston BBQ commercials and their PR must be working with some coverage in the Toronto Star.

But what about online?
- None of their main ads on their homepage connect with their offline push for 'owning BBQ'
- Majority of their online BBQ Insider Report recipes are not BBQ-friendly
- Those great Galen Weston commercials are nowhere to be found - not even on YouTube.

An integrated approach to your marketing strategy will strengthen the message you are trying to deliver.nbsp; When planning your seasonal or annual strategy, make sure that you:

1. Include the online team when strategizing.
2. Remember that online is another channel.nbsp; Consider that some people may only connect with your brand online.
3. Try all the angles.nbsp; Try to go through the different experiences a customer may have connecting with your brand and connect the dots.

Marketing Tip #7: Gentle Advice

Fri, 19 Feb 2010 04:02:00 EST

My butcher gives me recipe and cooking cards for the various cuts of
meat I buy from them.

One of my favourite clothing stores tell me the different #39;looks#39; I
can get with the belt, shirt or dress I#39;m buying.

I like to call these examples - gentle advice. Words that help
complete the sale, that make the customer feel you really do care
about them and their purchase.

Marketing Tip #6: SEO is the new black

Tue, 16 Feb 2010 03:02:00 EST

If your in the marketing field - branding, sponsorship, digital, etc.
- you can only benefit from learning about search engine optimization
(SEO).

It will tell you how people find you and what they#39;re interested in.
Keep working on it and watch sales, readership and/or viewership
increase.

Marketing Tip #5: Always ask for feedback

Wed, 03 Feb 2010 05:02:00 EST

Customer feedback is a great way to continuously perfect your product
or service.

Ask for feedback on a receipt, your website, at the end of a blog post
or podcast or the next time a customer comes into your store.

Don#39;t forget to say thanks when someone does take the time to send a
few words your way.

Marketing Tip #4: Don't Be A Stalker

Thu, 28 Jan 2010 10:01:00 EST

Following potential customers around your store, sending multiple
followup emails or calls within a day or writing incessantly on their
facebook wall is staulking and it#39;s creepy.

It#39;s just as bad as not asking someone if they need help or not
contacting a customer should they email of tweet a question to you.

Marketing Tip #3: Get Out and Play

Wed, 27 Jan 2010 02:01:00 EST

Don#39;t let work keep you from getting to events, especially ones that
are industry related.

Socializing with your industry leaders and colleagues keeps you on top
of the latest and greatest. It also keeps you top of mind should a new
job or opportunity arise.

Note: Podcamp Toronto is taking place February 20-21 at Ryerson. Sign
up at www.podcamptoronto.ca

Marketing Tip #2: Smile and Say Hello!

Thu, 21 Jan 2010 09:01:00 EST

Whether a potential customer is coming in your store or you get a DM
via Twitter or email, be sure to always smile and say hello. Start
off the conversation or potential sale on the right foot.

Book Review: Sleep is for the Weak

Thu, 14 Jan 2010 03:01:00 EST

I went to the library the other day and the shiny paperback, Sleep is for the Weak, sat on the shelf beckoning my name.nbsp; I grabbed it and quickly checked out.

Although the book came out two years ago, I still think there may be a few readers of this blog who haven't heard of it...and should pick it up.nbsp; Who and why?

1. PR folks who want to reach out to mommies.
The book contains posts from some of the best mommy bloggers.nbsp; And in the last little while, I have received queries from a few people about reaching out to mommy bloggers...before you do so, connect with the community and check out some of the funniest and great posts.
2. Soon-to-Be Mommies
"The Things They Never Told Me," by Izzy Dean is exactly what every soon-to-be mommy should read.nbsp; Like Dean, nobody told me what I was in for...and I felt ripped off.
3. New Mommies

Marketing During Construction - Part 2

Mon, 23 Nov 2009 06:11:00 EST

Back in September, I wrote a short post on Marketing During Constructionnbsp;with a few examples of what the stores in my neighbourhood are doing to bring in business while the street and sidewalks are demolished and fixed.

Well, it's November now and the construction (most of it) is done.nbsp; Therenbsp;are now two lanes of traffic, sidewalks to walk on, and places to park your car.nbsp; So how do you get your customers to come back?

1. Communicate to your database.nbsp; Make sure the content you send is worthynbsp;to forward-to-a-friend, post of facebook or tweet.
2. Have a special 'reopening' sale.
3. Connect with other stores and cross market with flyers and email.nbsp; If the weather is nice, have a sidewalk sale or host an after hours event.
4. If you have a few marketing dollars, advertise in the local paper or blogs.

Twitter Lists makes it easier to follow

Mon, 16 Nov 2009 06:11:00 EST

If you are new to Twitter or have just started using the tool, finding 'friends' or people to follow that have similar interests as you (and give interesting tweets) can be quite overwhelming.

You may have to revert to finding a friend or two and stalking their 'followers' list.nbsp; I've done it and I have had it done to me.nbsp; But this is not a good way to make friends.nbsp; Afterall, the person you 'follow' may wonder how you know them, how you found them and why you are following them.nbsp; Also, if you decide that you don't like their content and you 'unfollow' them, you can be accused of building your followers list (as many will follow you if you follow them).

So now what?

Still in BETA, Twitter has started a great funtion called lists.nbsp; It allows you to createnbsp;or put people into a list which may help group conversations in topical areas.nbsp;

How does this help the budding twitterer?nbsp; Instead of stalking 'followers,' take a look at a friend's list.nbsp; Hopefully they have categorized them by topic or interest.nbsp; Follow the topic that looks interesting and then 'follow' and DON'T FORGET to join the conversation.

Check out my lists:
@mtampoya/shopping
@mtampoya/friends
@mtampoya/hollywood
@mtampoya/nonprofit
@mtampoya/green
@mtampoya/news
@mtampoya/digerati
@mtampoya/mommies
@mtampoya/foodies

Samples

Sun, 25 Oct 2009 04:10:00 EDT

One of my first jobs in high school was being anbsp;product demonstrator at Costco.nbsp; Every week the product would change - frozen pizza, cake, granola bars and even a mop.nbsp; I didn't have to 'push' the product, I just had to cook the food and put it out in small sample cups or just demonstrate how to use the product should someone ask.nbsp; Occassionally I would ask if someone wanted to have a taste or see how something worked, but very rarely.nbsp; Here's why:

1. People, LOTS of people love anything that's free.nbsp; Especially when there is no risk involved or you don't have to provide your name.nbsp;
2. People get hungry when they are shopping.nbsp; Have you ever opened a bag of chips or can of pop while shopping and then paid for the product when checking out?
3. Many people don't steer away from brands or products they are familiar with and know how to use or know what it tastes like.nbsp; But, should they have the opportunity to try something without having to buy it...they'll take it.nbsp; AND, if they like it more than what they already buy...(don't forget to give a coupon!)
4. People like demonstrations.nbsp; They need to know how easy it is to cook or use.nbsp; 'Yes, just pop it in the microwave!'

Farm to Table Marketing

Tue, 20 Oct 2009 12:10:00 EDT

As the whole 'Eat Local Challenge' and '100 mile diet' grows in popularity, so toonbsp;are small towns, food organizations and farmers' use of digital marketing.

Why the use of online?
1. Its cheap and/or free
2. You can connect with people from the comfort of your farm
3. There are already communities to tap into

Who/What are some of my favourite organizations making good use of online?

Niagara Culinary Trail
Accommodations, farms, cafes...you name it.nbsp; This site gives you great information on getting local goods.

Savour Durham
I will be the first to admit that Ajax, Pickering or Uxbridge are not the first towns to come to mind when I think of yummy food.nbsp; But the Savour Durham program gives local restaurants a chance to connect with farmers and feature local food on their menu's.nbsp; YUM!

Ontario Culinary Tourism Alliance
Want the 411 on whats going on with food in this province.nbsp; 'Follow' @OntarioCulinary on twitter.

CASE: Future Shop gets Beaten By Clock

Sun, 20 Sep 2009 03:09:00 EDT

Future Shop's Beat the Clock contest suffered a computer glitch resulting in discounts to the XBox 360 lasting longer than the time they allotted.

The result: Angry customers who got a confirmation that their order was received and then emailed later that it was a misprint. Those angry customers went to the store's Facebook page and even their own online forums to complain.

PR disaster? Marketing disaster?

What are the potential effects?
1. Angry customers who will never trust Future Shop contests, promotions etc. again. Heck, they won't even buy from there anymore.
2. Decrease in contest entries for the next promotions.
3. A lot of bad comments on social networks that will affect the company down the line.
4. Nothing. It is a contest afterall.

Marketing During Construction

Sun, 13 Sep 2009 09:09:00 EDT

Yonge street is a mess. The city tore up the east side of Yonge
street from Eglinton to Lawrence to replace some pipes and redo the
sidewalks. That took a good three months. They are now working on
the west side, and who knows how long that will take. Cars are down
to one lane traffic and pedestrians have to live with dust, gravel and
the never ending sounds of drills, trucks and saws.

With all this construction has in no doubt affected local businesses.
With the struggling economy, times must be tough. But, this is making
things extra worse.

However, there are a few marketing tricks some stores are doing to
help bring in business.

1. Dufflet pastries is providing delivery service for a small charge.
2. The Body Shop amp; L#39;Occitane have outdoor sample tables.
3. Lululemon, Khiel#39;s and David#39;s Tea teamed up for a weekend to
promote each others products in their stores. This is great because
they have similar target audiences.
4. Roots opens their doors earlier to catch morning traffic like
mommys on their way to starbucks prior to 10 am.
5. Lolo Restaurant and Alize offer set menu#39;s like summerlicious for
$25.

Book Review: Six Pixels of Separation by Mitch Joel

Sat, 05 Sep 2009 06:09:00 EDT

Almost everyday I get asked an online marketing question. I am afterall, an online marketer. Most people find me either through this blog, twitter, a simple google search, or via some of the other sites I like to play in, like chowhound.

Some questions are broad, like, 'How can facebook help grow my business?' to asking me to look at their online strategy for further comments or suggestions. I am always happy to do so.

From time to time, I also get asked about other business books I enjoyed or would recommend. I can now happily recommend Six Pixels of Separation by Mitch Joel.

Mitch guides businesses, especially those who are scared to take the plunge, through the world of online connectivity. His reason to dive in? 'In the digital world there are no degrees of separation between you and your customers.'

The book is full of great business examples, lots of questions to help you start building your connectivity and most of all, the online etiquette for safe entry. All stories and guidelines will show you just how close you can be to your customers and most of all, your potential customers.

NOTE: I worked with Mitch Joel and Twist Image, they are one of Scotiabank's digital agencies.

CASE: SIGG CEO Apologises

Thu, 03 Sep 2009 09:09:00 EDT

A little to late for me.

The Sigg drama is a great example of the need for transparency in this
digital world.

No matter what you are saying, honesty is the best policy and your
community will reward you for it.

via:
http://www.non-toxickids.net/2009/09/finally-apology-from-sigg-ceo-steve.html

Online Deception

Sun, 30 Aug 2009 05:08:00 EDT

The PRSA#39;s latest stand against unethical editorial content by way of
paid bloggers, tweeters and such should also be adopted my marketing
agencies and departments. Believe it or not, this also applies to
internal communications as well.

I have been in many a meetings where colleagues believe that this is
okay, especially on sites they are advertising on already.

But, your audience isn#39;t stupid. It is clear and many times obvious
when a community member is not authentic. You will lose more than you
gain.

http://media.prsa.org/article_display.cfm?article_id=1370

Via @shel

http://shelholtz.com/prsa-condems-growing-use-of-online-deception

How much is a cup of coffee worth?

Mon, 24 Aug 2009 10:08:00 EDT

Mark went into the local Starbucks (http://www.starbucks.com) the
other day and was told at the register that it was his lucky day.

No, he didn#39;t get his drink for free, which was what he thought.
Instead, he was given a code to fill out a survey online and upon
completion he would then get his free bevie.

So when he got home, he logged onto the site and started the survey.
Seven questions in, he noticed that the progress bar said 7 percent.
Quickly doing the math, he would have to answer 93 more questions to
obtain the free bevie. He didn#39;t think it was worth it. Do you?

Although surveys are a great way to get customer insight, be
realistic. Starbucks may think that their drinks are worth 100
answers but their patrons might not.

Your hair is your crown

Mon, 17 Aug 2009 06:08:00 EDT

There are quite a number of hair salons in my neighbourhood...probably about 6 within a kilometer.

The thing about the hair business is that it is built on customer service.

1. People search for a hairstylist for a long time. The stylist must suit different personalities - they will do what the customer wants, offer suggestions or will have built trust so they can do whatever. If a salon's sylist can do all three of these on the fly by knowing their clients, they will be successful.
2. People are more likely to go to the hairstylist who they have built a relationship with - even if it means travelling a distance.
3. People are willing to pay a reasonable to a lot amount of money on their hair.

If the top three points were met, then a salon should be buzzing with clients.

However, in the last few weeks I have noticed that the three points mentioned above are just not enough anymore for salons. Some of the recent services I have seen salons in my 'hood offer are:

1. Longer hours and open on Monday's!
2. Clinics - how to blow dry your hair, how to trim your bangs, etc.
3. Discounts - 10 - 20% off!
4. Use of online tactics and social media to help spread the word.

How to not get new business

Mon, 03 Aug 2009 06:08:00 EDT

1. Don't return phone calls or emails from prospects and customers - especially those who say they want your product.
2. Don't ask customers if they need any help when they walk in your store.
3. Follow your customers when they are in your store.
4. Make your customers feel bad when they don't buy additional accessories to a product they are purchasing.
5. Don't smile or look your customer in the eye.

Book Review: How We Decide

Mon, 27 Jul 2009 07:07:00 EDT

Do you find it easier to spend money when you are using a credit card opposed to cash? Do you wonder why you can't make that 2-foot putt, even though you have played on that golf course dozens of times?

How We Decide is a great book by Jonah Lehrer that explores the workings of the brain on how we make everyday decisions in life.

Whether it be how a quarterback knows who to throw the football to in crunch time or how someone makes a decision to buy something.

As a marketer, I was intrigued when I read the first chapter on NYT. Afterall, it would be great to know how and why customers purchase your products and what goes through their minds. Not everyone purchases rationally, in fact, most don't (including me!).

The mind is a wonderful and complex thing - this book looks at how it works and essentially how we make decisions on everday tasks to challenging times.

Email - The Largest Social Network

Thu, 16 Jul 2009 06:07:00 EDT

I read an interesting post from J. Owyang "Email: The First - and Largest - Social Network" a few days ago and thought to add my two cents.

When I started out in online marketing, email marketing was one of my top job functions. From newsletters to direct offers, I was responsible for campaigns to millions of customers and prospects. After several years deploying email (and campaign sites), the next logical step for me was social media, online communities and/or online networking.

After years working with email, it only made sense to me that those I was connecting with should connect with each other as well. How was this done?

1. Survey your customers and prospects via email. Try to connect those with the same responses, questions and thoughts - to try to work out a solution. Better yet, find someone who has the solution and make the connection. (I did this during my conference days).
2. Within an email newsletter, ask readers for their opinions and have them post it within a branded community.
3. Within a direct email (based on database preferences), inform customers and prospects of live web broadcasting or podcasting where they can ask their questions and share with the community.

I am looking forward to further migration of email and socia media. From a marketing point of view, it will be a great way to spread relevant messages (good offers) and get the word out!

CASE: How can Kodak rely on Future Shop's poor Customer Service?

Mon, 13 Jul 2009 06:07:00 EDT

A few weeks ago, I read an article in the Gamp;M about how customer service rules again. With sales still on the decline, stores are relying on good service to keep loyal customers.

A day after reading this article, I got an email from the Kodak Gallery in regards to the pick-up of photo's I ordered online the week prior - stating that my photos would be ready in 2-5 business days. NOTE: Future Shop's sold their photo service to Kodak (however, you can still pick up your photos from Future Shop).

2 business days later, I strolled into Future Shop hoping that my photo's would be ready. The service was slow. When I finally got to a representative, she told me that the email was incorrect and that I needed to wait for a phone call telling my my order was in (BTW, I ordered this online - I DON'T want a phone call).

Does Kodak know that their partner is providing poor customer service? Afterall, this bad service is not only a reflection on Future Shop but on Kodak as well. Do they know that this poor service means I will go and try Black's or even Loblaws?

More than ever, companies need to provide great customer service to keep and attract business. Just because you provide good service, doesn't mean your sellers are. Beware.