Archive for May, 2009

29
May
09

Great Signage Can be as Effective as an Marketing Campaign to Drive Business

By Marne Brase Leave a Comment
Categories: Marketing and signage
Tags: , ,

Last Friday, I headed to the mountains like many of us in Colorado to celebrate the long weekend, do some hiking and visit my parents in Florissant (just east of Woodland Park).

It was raining and as we got closer we passed the Rocky Mountain Dinosaur Resource Center. My 9 year old has been asking to go for years. This seemed the perfect time since Saturday it was going to rain all day.

It has an amazing presence in the small western town of Woodland Park. The curb appeal is awesome and they have a large, hard-to-miss sign that posts upcoming events. Their signage is a great example of how you don’t necessarily need a big marketing campaign if you have effective signage.

The next day we went, grandparents and all. It was interesting to see a working fossil laboratory and enjoy the skeletons of many dinosaurs in a museum-like setting. There is a place, too, for younger kids to explore, color, do dinosaur rubbings and watch a dinosaur video. I was also surprised to learn the exhibits change as a result of their field work.  

 

So, if you find yourself looking for something to do on a rainy day near Woodland Park, I recommend you check out the Rocky Mountain Dinosaur Resource Center. Driving down Highway 24 and look for the large sign and dinosaur out front. You can’t miss it.

BTW…They have a great gift shop where you’ll find dinosaur themed shoes for the little ones and real fossils for the older. And, you may want to check out their hand-painted dinosaur chess set.

For more, click on the link: http://www.rmdrc.com/.

28
May
09

Twitter is much more than social

By Beth Hardy Leave a Comment
Categories: Businesses, Denver Post, Marketing, Social Media and Twitter

Picture 21Last week, The Denver Post ran an AP story titled “Twitter or Facebook? It’s a generational thing”. Part of the story features a Los Angeles Times columnist who “disdains” Twitter and seems to believe that people only tweet about mundane, meaningless things, such as “when you get up in the morning” and “when you go to bed at night”. Reading this section of the article got me really fired up, because his idea of Twitter can’t be further from what the social media tool really offers.

I first have to acknowledge that some people do indeed tweet about when they get up in the morning and what they have for breakfast. But not everyone chooses to share that type of information, and you – as a businessperson – probably wouldn’t be interested in following them anyway.

As we’ve said many times before on The Side Note, Twitter is a great learning and marketing tool for businesses. It can be used to broadcast information about your company, read what people are saying about you, communicate with your customers, learn about the latest trends within your industry, converse and network with other industry professionals…the list goes on. Twitter may have started out as an electronic tool to connect socially, but it’s evolved into a valuable avenue for business marketing and researching.

I think the LA columnist is missing the boat by not thinking broadly enough. He seems to only consider Twitter for social uses, not professional uses. As a writer, I bet he would find Twitter extremely valuable. Imagine the editors and other writers he could connect with on a daily basis, as well as the story ideas and sources he could find.

Alas, I feel the writer’s understanding and view of Twitter is shared by the vast majority of people. However, Twitter has great momentum – approximately 6 million users thus far – and is continuing to pick up speed. If the Twitter trend remains at this pace, the possibilities are abundant, and those not on the bandwagon may get left behind.

27
May
09

In Franchise Marketing, What’s Old is New Again

By Tracy Weise Leave a Comment
Categories: Ads, Advertising, Branding, Franchise, Franchising, Marketing and promotions

R.SimmonsSome personal information you need to know about me before reading this post:

I love exercising. A lot of people hate it, but I love it. Turbo Kick class is my favorite night of the week. Also, I have one foot stuck in the 1980s. This past weekend, on a trip up to the mountains, my husband turned on the CD player and Air Supply was blasting “I’m all out of love…”. I had selected the music for our trip.

With that explanation, you’ll understand why a recent Reuters article that was linked from the IFA SmartBrief caught my attention.

“Retro workouts: Let’s Get Physical again.” It was a story about the franchise Retro Fitness – gyms ala 1980s. Seriously? Exercise with ‘80s music playing? “Pretty in Pink” showing on the overhead TVs? How could I not have know about this? Answer: They are not in Denver.

But enough about me. Lets talk franchise marketing.

The reason I love Retro Fitness from a marketing perspective is that it offers something just a little bit different – which makes them unique and gives them a marketing tactic to hang their hat on. There are a lot of gyms around the country, and there are a lot of gym franchises (i.e., 24 Hour Fitness, Curves, etc.). But, like all franchise businesses, you need to offer a unique selling proposition to increase sales.

Retro Fitness did not come up with a new business idea – at the end of the day, it’s a gym. But they came up with a new way to position and sell the idea – it’s a “retro” gym. They spun a basic business model into something different and compelling.

If you are considering starting a small business, think about what spin you can take on your business model. If you are an existing franchise company, how can you create a unique selling proposition based on the services or goods you are already offering? What distinguishes you from your competitors? In this recession we are all looking for ways to stand out. How can you not only be better than your competitors, how can you be different from than them as well?

As you continue to grow your business, think retro…Retro Fitness. What can you learn from this spin on an existing business model that can make you different enough to increase sales? How can you add something special and unique to your business that makes you stand out from your competitors?

26
May
09

approximately 50 percent of BtoB marketers are not tracking results of email campaigns.

By Joshua Woolery Leave a Comment
Categories: ROI and Twitter
Tags:

measure1Tracking ROI is becoming increasingly important in today’s economic climate. Organizations need to be sure that every dollar allocated to marketing is realizing its full potential while accomplishing the organization’s marketing goals.

Dave Lewis published an article last week in BtoB Magazine that aims to help BtoB marketers develop a four-step plan to track ROI metrics of an email campaign.

1.    Look at the processes your email marketing team has in place
2.    Study the metrics to determine if the email campaigns are yielding at least as much as     you’re investing (From both a financial and human resources perspective)
3.    Examine the relative performance of the same campaign over time and as compared to others
4.    Take a critical look at the impact of your campaigns on your brand and lifetime value of your customers

(Full Article)

This list is great because Lewis keeps his plan simple enough. BtoB marketers should be able to use his guide to establish a process for tracking ROI.

Speaking of tracking ROI, in his article Lewis cites a recent report published by Forrester Research that found, “about 50% of b-to-b marketers don’t use e-mail metrics to measure their results.”

This statistic is frightening! It is critical that B2B marketers track their results. Otherwise they will find it difficult to identify weaknesses and duplicate successes.

I’m curious to know what factor(s) is holding these marketers back from tracking these metrics? Are they short of personnel? Do they know how to track these metrics?

What do you think?

22
May
09

happy memorial day weekend

By Joshua Woolery Leave a Comment
Categories: Ads, Advertising and commercials

Here at The Side Note, we always try to keep it simple and entertaining on Friday’s. Today is no different. Below is a new commercial for Virgin’s commuter train service. I don’t want to spoil it so I’ll just say that you won’t be able to predict the ending.

Have a safe Memorial Day weekend!

21
May
09

Are “news cafés” the solution to the newspaper crisis?

By Beth Hardy Leave a Comment
Categories: Hyperlocal, Journalism, New York Times, Newspaper, Newspaper crisis and Newspapers

1114925_lazy_morning_coffeeNext month PPF Group will open several coffee shops adjacent to local newsrooms in the Czech Republic in an attempt to make newspapers more accessible to readers and advertisers, reported The New York Times last week.

“As they sip their drinks, visitors will also be able to surf the Web, get help in building social networking profiles or even chat with reporters working right next door putting together their local newspaper,” explains Eric Pfanner of The Times. “The newsrooms-cum-cafes are part of a new venture in so-called hyperlocal journalism, which aims to reconnect newspapers with readers and advertisers by focusing on neighborhood concerns at a neighborhood level…”

PPF’s media strategist says that “there is no option to close the door” between the cafes and the newsrooms. He believes this will give the readers the feeling “that you can touch your editors and tell them what you want.”

So the question on your mind, I’m sure, is, “Is this going to work?” According to PPF, it is and the company is even expanding.

To begin, PPF is planning to publish seven weekly newspapers and 30 Web sites. If the newspapers are a success, they plan to add several more throughout the Czech Republic and possibly even in other Central and Eastern European countries.

This plan doesn’t seem to be foolproof – they may pick up more readers, but will the advertisers jump on board as well? However, it is an interesting concept. I’ve always thought that local papers may be the ones that survive in the end, and the idea of making them hyperlocal just ads to their appeal.

My other question is – and this is a bit off topic and comes from the publicist side of my brain – how will these “news cafes” affect PR in their areas? If I were a PR person working in the Czech Republic, I’d be drinking my morning coffee with the local editors on a weekly basis!

20
May
09

Worst and Best Franchise Brands

By Marne Brase Leave a Comment
Categories: Branding, Direct mail, Franchise and Massage Envy
Tags: , , , ,

As I read about what is happening in the world of franchising, it is always interesting to see who is expanding or not. I love those articles that highlight new strategies and the “risky” franchises. I’m a risk taker. I love a challenge.

In February, the Wall Street Journal released the worst and best franchise brands based on SBA loan performance in 2008. We all know there are many factors that impact a business’ success. Yet, as more people decide to buy a franchise this year whether from being recently unemployed after years of service, not having the option to retire, or simply being ready for a challenge, this could be a good list to review. For more on this list and blue maumau’s list, click here.

On the list of best brands that caught my eye was Massage Envy. It can also be found on Entreprenuer’s Top 106 Franchises in 2009. For this complete list, click here.

Massage EnvyI was surprised to find they have over 20 locations here in Colorado. I’ve been getting their postcards for months. I am certainly their market, and I LOVE going for a massage. The price is affordable and they are nearby. However, I have not gone. Why? This could explain why we typically see direct mail results around a one percent response rate. As you know, you need the volume and repetition for a successful direct mail campaign.

So, how can new franchises stay off the worst list and not only reach their market but get them to respond so they can pay off their SBA loan? This is the million dollar question.

Don’t just take a risk and believe in the potential without a solid projection and plan. Do your research. Know your market. Dedicate resources to marketing and public relations in a variety of channels. Network. Ask your customers. And, most importantly, track your results.

That is what Massage Envy first-time franchise owners David and Anne Glover did. Now they own four franchises. For more about their risk assessment when selecting a franchise, click here.

Are there any on the list that surprise you?

19
May
09

Public Relations for Lead Generation? Absolutely.

By Tracy Weise Leave a Comment
Categories: Ad Agency, BtoB, Copy writing, Economy, Franchising, Marketing, Media Relations, PR, Press Release and Public Relations

First lets clarify something. There is a difference between public relations and media relations. I define media relations as the actual process of developing relationships with reporters and media outlets to get your stories covered in the press. Public relations includes media relations but also includes the entire world of communicating with the public as well as creating and maintaining your public image.

If this economy is forcing you to deal with budget cuts and staff changes, stop spending money on media relations. Allocate, instead, money for public relations that will help drive lead generation and increase your business. Any PR pro that you consider working with should be able to tell you how public relations can help build business. If they can’t, you may need to reconsider working with that person or group.

Our major recommendation for using public relations to build leads is to let PR people do what they do best – write.

1. Write press releases. Think “search engine optimization” as you write them. Include key search terms in the headlines and throughout the release. If it’s not a story worth publicizing, don’t worry about it. Just get it posted on your Web site. Again, this is about lead generation, not media exposure.
2. Write white papers. Even if your target audience is not buying or looking for your services right now, they eventually will be. Get the papers posted on your site where people can find them.
3. Write research articles. Is your staff doing research? Make sure businesses know about the work you are doing and the results you are finding. If you are not doing research, there are lots of great ways to embark on research that are low-cost and easy to use. Get the research articles posted on your site.
4. Write case studies. Write about the work you have done, the successes you have made and the clients that believe in you. When possible, optimize the case studies so they can be found online.

I am a huge believer in public relations. I don’t think any company should embrace marketing without including a public relations component in the mix. But I will be the first one to tell companies in the business to business marketplace to quit doing media relations if they are having budget issues. Focus on public relations as a lead generation source and embrace what it can do for you.

18
May
09

healthcare marketing, it should be about the patients

By Tracy Weise Leave a Comment
Categories: Advertising, Creative, Marketing, commercials and healthcare

The one thing I have learned over the years is that healthcare marketing needs to be more than just about the doctors, nurses and technology. The doctors and nurses are (excuse the pun) vital, obviously. And the technology is what makes us all more hopeful today than we were yesterday. But the tricky thing about healthcare marketing is that people mostly want to know that your facility – hospital, clinic, office – with the people and the technology that comes with it, will make them or their loved ones better. It’s a challenging message to communicate, especially when you need to say it differently than your competitors.

Akron Children’s Hospital has a new campaign that is very subtle and effective in its messaging. The campaign features real patients doing what they do best  – being kids. See for yourself.

I like the campaign. I especially like this particular commercial because you can almost feel the hope jumping right off the screen. And if you have to go to a hospital, or if you have to take your children to a hospital, don’t you want to be in a place full of hope and happiness? I do. Don’t misunderstand me, I’ll still check the credentials, look for outcome rates and ask for references, but those topics don’t make for particularly compelling advertising.

15
May
09

Kentucky Fried Chicken Executives Caught Making Prank Calls….Sweet!

By Jay Weise Leave a Comment
Categories: Ad Agency, Ads, Communications, Crisis Communications, Digital Media, Franchise, Franchising, Marketing, commercials

El Pollo Loco (EPL) recently launched a simple, but not necessarily noteworthy, marketing campaign – a consumer taste challenge – against Kentucky Friend Chicken (KFC). But things got interesting when it was alleged that employees from KFC called the EPL consumer-hotline and pretended to be ordinary people impressed by KFC’s new grilled chicken – they seemed to forget that there may be a real person checking the messages.

Staff from EPL not only listened to the messages on their incoming hotline, but they also noticed the caller I.D. Low and behold, a 502 area code showed up. And while the person specifically said they were from California, area code 502 is for Kentucky, the same location of the world headquarters of KFC (YUM Brands). EPL staff was a little curious. “How could this be?” And we are curious, too. A little coincidental, don’t you think? Listen for yourself.

What do you think about this? If KFC was involved, a not-so-noteworthy marketing campaign for EPL could turn into bad PR for KFC.

For the record. I’m a life long fan of KFCOR.

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