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How to Get More Attention
Don’t be boring.
Easy to say… harder to do. It takes an innovative idea backed by passion, determination and a willingness to take risk. Here’s a company that did just that.
Join me for a look at this groundbreaking advertising event dating back to the glory days of advertising… 1955.
Ad-man Bruce Baker, representing Quaker Oats, had a genius idea that tapped into hopes and dreams of over 21 million children. They offered them chance to own a piece of real land in the Yukon, “The Big Inch.” One legally subdivided square inch of land from the “Klondike Big Inch Land Co.” Land deeds were inserted into cereal boxes as a giveaway. Children across America had a unique chance to feel the pride of being a land owner, the hope of adventure, and the dream of striking it rich in the Gold Rush. The memory of this event lasted well into many adult lives, some even traveling to the Yukon to see their land later. Here’s the Deed of Land:
Download the actual ad seen in the Seattle Times.
Quaker passed up an opportunity to invest in their brand long term. Those that did travel to the Klondike were disappointed to find their land was sold (legally, as written on the back of the deed). Although the campaign did offer real dreams for children, it left some adults feeling played. It wouldn’t have cost much to keep the land and could have won the loyalty of those once true fans.
How can BIG IDEAS work for a small business? A conservative large business? Consider the following when assessing your marketing activities:
Are you tapping into the dreams of your target audience? Or are you just communicating “this is my product/service.” What do you know about your clients? What are those untapped dreams that you could align with your brand? Have you asked your clients? If exciting isn’t on brand, you can never go wrong with highly relevant. Who would have thought children would like to own land?!
Are you playing it safe? One sure way to get lost in the millions of messages we see each day is to be the same as everyone else. How is your company or product different? Is there a new exciting way to generate awareness? Engage your audience? What would it look like if you lighten up and make contact with your company more entertaining? When I think of companies who are struggling with their marketing efforts, they are usually trying to be “professional.” It’s a generic untargeted approach that sadly works against the best of intentions. Professional AND innovative can be achieved… it just takes a little more effort and a willingness to try.
And my favorite question, how can you integrate your on and offline marketing? Is there existing free content online that you could use… that you’re “leaving on the table?”
Learn more. Watch the documentary “Cereal Thriller”
Open Discussion:
Was it a reasonable expectation to hold the land? Or, was it enough to instill a dream? What are your thoughts?
Have you seen a successful groundbreaking campaign or idea in your industry?
Joanne
Viral Video Case Study ~ Old Spice
At the time of the case study below, Old Spice had over 1.4 billion impressions. Here’s the most viewed brand on YouTube (and it might surprize you): Old Spice and it’s campaign “The Man Your Man Could Smell Like.”
Ask anyone what they thought of Old Spice before this video, and 9 out of 10 would say “My Dad wears that cologne. No, thanks!” How does a brand reinvent themselves… overnight? Old Spice did.
Here’s how agency Wieden + Kennedy tackled this problem. They targeted a niche of young men currently using their girlfriends body wash (and no cologne at all) and their girlfriends. Two markets. The results? A humorous viral campaign leveraging attractive celebrity Isaiah Mustafa.
Not only were the writing and the target clever, but it truly embraced social media by creating response videos (186 videos within 2.5 days) that directly addressed fans comments. People loved it! Fans themselves created their own mock videos which added to even more explosive coverage. After only 3 days: 20 million views. After one week; 40 million. They owned 75% of the online conversation in body wash. That’s ROI. And as if that wasn’t enough, they increased sales 27% in the first year. Their sales are continuing to grow, and grow, and grow…
If you’re still interested in learning more, check out the case study below.
CASE STUDY:
Is Social Media a Fad?
Whether you are a social media evangelist (like me) or are still wondering what social media is and why it matters, you’ll enjoy this presentation “Social Media Revolution.” It’s entertaining, informative and amazing; and packed with stats that suggest it’s here to stay.
See what’s happening in the world of social media and business…right here, right now!
TED Comes to Vancouver
This week I was thrilled to discover that the annual TED conference, something I’ve been inspired by for years online, is now being extended to communities worldwide.
As Malcolm Gladwell’s said (and has been criticized for)… creating strong ties offline is important. I agree to a large extent; and it’s events like these (and Petcha Kutcha) that create a greater sense of community and deepen relationships. They reveal opportunities, inform, facilitate dialogue, energize change, and inspire innovation. And that is good news.
172 TEDx events took place in 53 countries last month.
Find (or start one) near you!
Check out:
10 Worst Home Page Mistakes
Your web site is the centerpiece of your brand. It’s often your first and only chance to make a good impression. Visitors decide in 5-8 seconds if they will stay or go. Here’s a few lessons from those that failed in keeping our attention.
- No hooks to entice the visitor to dig deeper.
People go to your web site because they hope you’ll solve a problem, provide an insight, or entertain them. Offer your customers a “hook” or “bait” relating to why they came to your site. This link should connect them to relevant content. - You don’t immediately speak to your customers’ wants and needs.
Even a clever “hook” will fail if you don’t speak to their needs. Have you ever actually asked them? Understand the top three reasons why they go to your web site and make these easy to find. - You welcome your visitor.
Your intentions are good but you may delay your visitors from learning about your company. You have 5-8 seconds. Explain what you do and how they will benefit from working with you instead. Some call this a value proposition. - No free resources.
Free resources are a very pervasive marketing strategy. Do you offer your clients scores of juicy resources and value-packed content? People are always looking for free stuff. To give is to receive. - Title isn’t descriptive or Search Engine Optimized.
“Index” in the title (top of browser) is like calling your company “Name”. Most people put their company name up top. Titles offer an easy free way to improve SEO. Include keywords that describe your business, a tagline, key services and your city. Nielsen/NetRatings claim 24.4 percent of searches include the city. Here’s the HTML code: <TITLE>Put your descriptive title here.</TITLE> - No tagline.
A catch phrase (three to eight words) at the top of your site is an excellent way to communicate what you do and how your customer will benefit from working with you. Help your visitor answer “Where am I and what can I do here?” and you’re golden. - No Blog
Blogs are excellent for SEO and building your reputation as an expert in your field. Blog 3-5 times a week? Pat yourself on the back. Rarely or don’t blog? Think again. The payback is opportunities and leads. No time? Outsource it or publish a few lines or even a picture. It doesn’t always have to be an in-depth article. New content keeps ’em comin’. - Mystery Navigation and Flash Introductions
People will leave if they have to guess what to do next or if something is tricky click on. Just because things move, doesn’t make them good. It may seem impressive but it often delays, frustrates and confuses. Content must be relevant and delivered efficiently. Aim for predictable instead. - Your design isn’t distinctive.
Stand out from the crowd and be different. Communicate your brand’s message. TIP: Avoid the temptation to offer many products or services. It dilutes your brand because it’s confusing. Aim to specialize instead. - Not telling people what your services are.
Learn what your clients need to motivate them to make a commitment. Do you have a services page? You’re on the right track. If it’s loaded with answers to questions they often ask you, enjoy a gold star! A bulleted list is helpful but can leave people wanting more. Give them insight into the process of working with you. Include packages.
BONUS You speak in your words, not your clients.
Mirror your client’s style. Speak in their words and to their needs. Your messages will be understood and have an impact. Write to connect. Value their time and avoid unnecessary details.
Discover how we can partner to create a much better web site that generates scores of leads, builds customer relationships and creates massive profit. Contact us today.
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Thanks to Purpleslog for the “Burning Money” image.