Let’s All Talk About It

In the aftermath of Super Bowl LXV, folks are still recounting, reviewing and replaying those thrilling … commercials. Which were the favorites at your Super Bowl party? How about the Monday-morning water cooler roundup? Which did you have to see again and again?

If you were left craving more commercial talk (and guacamole), you could satisfy that hunger all week long. Ad Age’s Brian Sternberg conducted a thoughtful Q&A analyzing the commercials for the Washington Post. A funny animated video parody from the Follis Marketing Report offered this tongue-in-cheek analysis.

There were plenty of online trackers, including the USA TODAY Ad Meter. ADBOWL, a website that lets consumers rate Super Bowl commercials in various categories every year, tallied up its totals by demographics.

Social media reactions to the commercials (and the halftime show, and Christina Aguilera’s rendition of the national anthem, and everything else) were duly catalogued. Twitter was the best place for consumers to share specific reactions – positive (Chrysler, Doritos) and negative (Groupon). Facebook gives users the simple (and measurable) ability to “like” or “unlike” a brand. This, of course, led to metrics assessing the effectiveness of the brand, most notably chronicled at Brand Bowl 2011, where more than 300,000 tweets were tallied.

Advertisers, meanwhile, tied in to other media to keep the buzz going. Did you like Volkswagen’s Black Beetle ad? Watch what happens when you view it on their YouTube channel.

For the record, our old-school lunchroom analysis gave high praise to Volkwagen’s little Darth Vader spot – adorable, smart, good story, skillfully told!  Longer version, here;  and the making of, with hilarious outtakes, here.

Oh, and dogs. Cute, cute dogs.

Now, you tell us who the big winner REALLY was on Super Bowl Sunday…

Posted in Branding, Broadcast Advertising, Marketing, TV | Leave a comment

Heads up! Postage Increase Coming … Yes, Again.

Stamp image

US Postage Stamp

Funny enough, I received an email from the US Postal Service the other day warning … OK, informing me, that yet another postage increase is on the way. Come April 17, prices for first class and standard mail, periodicals, package and extra services are all going up. That pretty much covers everything mailed, from B2B newsletters to that humorous card you picked up for your nephew’s 12th birthday.

What does it mean to us? Well, for the first time in two years, prices for each “Mailing Services” class of mail will go up by an average of 1.741%. You can check out the new prices at http://pe.usps.com/. Keep this in mind from a budgeting standpoint for your client mailing recommendations moving forward.

Sorry to be the bearer of bad news. If you’d like to receive “advisories” like these directly to your inbox from the Domestic Mail Manual (DMM) division of the USPS, simply send an e-mail to dmmadvisory@usps.com and type “subscribe” as the subject line.

Posted in Custom Publishing, Magazines, Mailing, Marketing, Print Production, Publishing | Leave a comment

Be a Disbeliever

“Believe none of what you hear and only half of what you see.”

It’s a great rule to live by, and, it points out one of the main dangers inherent in market research, or research of any kind, really. Good research requires good filters and a high level of skepticism. You see, what research subjects say, and even what they do, don’t automatically tell us what they really think or will really do once released from the confines of the artificially created research environment.

Don’t get me wrong. I believe there is a place for research –it can be extremely valuable. I’m just warning you to not take the results of any research, formal or informal, at face value.

First, as any good journalist will tell you, you must consider the source.

If a four-year-old child draws a picture and then asks how you like it, what will you say? Unless you are a heartless beast, you will probably tell him or her it is fantastic. So, when you describe to your spouse, partner, employee or mother the idea you came up with for a new ad campaign, what makes you think they will say anything other than, “That’s fantastic!”? And, unless they are a marketing expert or squarely in your target market, why should you care what they think anyway? In research, we call this a convenience sample – a sample of the population that was easy to access. Convenience samples are almost totally useless.

So, what’s a better way to test an idea or concept – a formally structured research methodology that leverages the power of truly random samples to explore the depths of consumer motivation? OK, sounds good, in a business-school kind of way. But how do we get a random sample? Oh, wait. I know. We’ll hire someone to call random people out of the phone book and ask them a series of questions related to the topic we are trying to probe. That’s random, right?

Wrong.

There are a bunch of problems with calling this kind of sample “random.” First, it’s only a sample of people who have phones – and fewer people (especially young people) have them at home these days. Then, our “random” people must have their phone number listed in the book, be home when we call and be willing to answer. Hmmm, this is starting to sound like a sample of elderly, talkative, lonely shut-ins.

The same limitations apply to online surveys, face-to-face questioning in public places and even interviews or focus groups composed of subjects recruited by professionals. None of these provides perfectly random samples and all come with inherent limitations and biases.

So, what’s the answer?

The answer is: Believe none of what you hear – not at face value, anyway – because there are no truly random samples and because all of us have inherent biases. All subjects come with challenges. Therefore, all data collected from them must be evaluated skeptically, professionally and with an understanding of the source and the situation.

So, wouldn’t it be better to emulate Gorillas in the Mist naturalist Dian Fossey, who spent years hiding behind trees in Africa watching mountain gorillas in their natural habitat and writing down everything they did? Couldn’t we better predict consumer behavior by watching them?

Maybe.

But what if our presence – our watching them – somehow changes their behavior. Have you ever walked into a room full of people and felt the mood change? Maybe they were talking about you. Or maybe, because you are their boss, they felt like they should behave in a certain way when you were present. It’s no different with research subjects. Do you really think the members of your last focus group didn’t know you were watching them from behind the huge mirrored wall? And do you really believe they weren’t a little intimidated knowing that?

So, we must also believe only half of what we see.

OK. This is starting to make research sound like a waste of time and money, which it definitely is not. My point is, like so many things in business, conducting and interpreting research in meaningful ways requires training, experience and insight. It’s tempting to try to find shortcuts, but that is usually false economy. Making decisions based on bad or incomplete research usually results in missed opportunities, half-baked strategies and wasted time and energy. So, the next time you think you have a great idea, don’t ask your mom what she thinks. Ask a pro to help you find out for sure.

Posted in Marketing, Research | Leave a comment

Don’t Forget Your A-B-Cs … or at least your A/Bs

Can’t sleep at night because you’ve got multivariate testing on the mind? I’ve got the site for you! OK, maybe that’s a bit extreme even for us marketers. But recently coming across www.whichtestwon.com was a refreshing surprise. Launched in June 2009, this site provides real-life A/B split test scenarios that marketers and companies in just about any industry can benefit from.

Self-pronounced “marketing optimization evangelists,” the folks behind this site offer nearly 100 case studies free of charge for your viewing pleasure. Near and dear to my heart, from a web design and digital perspective, are the studies focused on eye-tracking studies and human behavior response testing (You can check out a two-part blog post I submitted in the past regarding effective content placement on the web).  

For example, recent studies have included tests such as “Color vs. Size: Which Text Link Got More Clicks …” and “Email A/B Test: Which Subject Line + Email Creative Combo raised Sony’s eCommerce Sales?” A fun add-on is that you can participate in polls to see how your perceptions compare to other marketers.

Additionally, the site lists vendor participants and sponsors that work and specialize in and around the testing and research fields. It’s a great source for free options in the space such as the Google Website Optimizer which is a free tool launched in 2006 that supports both A/B and multivariate testing. As Google astutely states on their Optimizer landing page: “Why guess what site content and designs best convert your visitors, when you can find out directly from them?”

Let us know if you have any multivariate testing studies that have made a positive impact on your marketing efforts!

Posted in Custom Publishing, Integrated Marketing, Interactive, Marketing, Marketing Technology, Online marketing, Publishing, Web Design | 1 Comment

Integrated SEO for Mid-Sized Businesses: All Aboard!

Gone are the days when Search Engine Optimization (SEO) fit neatly into an IT department’s purview. More recently, SEO was considered purely a marketing function and not relevant or influenced by any other department. Ignorance was bliss, wasn’t it?

The truth is that effectively optimizing and promoting a website is too complex and too important to be left to just one team. There is simply too much at stake and too many moving parts for one team or one person to handle independently of other business functions.

In fact, if your sales teams, customer service reps, PR gurus, analysts and subject matter experts are not in sync and actively contributing to your SEO strategy, your company may be missing a huge opportunity to improve your website’s visibility across a wide variety of search engines, social media sites and vertical search engines.

Here are a few tips for getting the most out of your teams without taking away from their ability to do their own jobs.

Pick a Destination, Lay the Tracks

Before even mentioning (and trying to explain) SEO to your non-marketing teams, pick a common goal and get people excited about achieving it. Want to increase sales leads? Need more e-commerce revenue? Want to improve customer experience and lower call-center overhead by reducing customer complaints?

Sometimes uniting a team against a common enemy is an effective motivator. Are your competitors getting more than their fair share of top rankings in Google, video views on YouTube or mentions in local media? Get your team fired up about elevating your game to compete more effectively.

Get Everybody to the Station

Once you have their attention, explain how an integrated SEO strategy can help the company achieve its overall business objectives.

Explain the benefits of greater visibility in search engines in terms they understand. More leads. More sales. Better customer service. Whatever their incentives are, tie them to the SEO strategy so they can see how their contributions will matter to their own personal and professional success.

All Aboard!

Now you’ve got your expanded SEO team mobilized. How do you get the most out of it?

The basic blocking and tackling should be handled by the marketing and IT teams. Build (or update) your website to align with Google’s SEO best practices to serve as a solid foundation for your efforts.

Next, align your experts. Interview your internal subject matter experts for a series of blog posts, white papers or videos that explain what your business does or its products. No matter how you choose to do it, create content that your customers can use and relate to.

Even if it seems like common sense to people in your industry, there are plenty of potential customers out there that are researching their options and putting their trust in companies that can explain their products or services clearly. This is where you have a chance to become a trusted advisor as they work their way through the decision-making process. Not to mention it will create lots of keyword-rich and credible content on your site!

Update your PR team on SEO best practices to insure that their press releases and messaging include links back to your site to get maximum exposure. Inform them of the targeted keywords in your SEO strategy so they can incorporate them into their outgoing communications. This can help your external content rank well for valuable keywords in news search engines, general web search engines, and social media sites.

Task your sales people and customer service reps (or any customer-facing employees) to solicit feedback and testimonials for your company on your site or third party reviews sites. A few positive endorsements can go a long way towards building your brand’s credibility and displacing any negative comments that may be floating around.

Don’t Derail Your Efforts!

There are a lot of moving parts in an active SEO campaign. You’ll undoubtedly get a lot of advice (solicited or otherwise) from vendors, marketing firms, your CMO’s “SEO guru” nephew and online communities. Make sure you separate fact from fiction and realize that there are no guarantees or easy wins in SEO.

If you do choose to hire an SEO consultant or outsource any part of your strategy, be sure to read Google’s recommendations for hiring a search engine optimization company. It will save you a lot of time, money, and headaches. If something sounds too good to be true, it probably is. SEO is an ongoing effort, not a one-time task.

Don’t be afraid to take the long view and allocate resources to insure your strategies are successful and your goals are accomplished. With a holistic approach, SEO can become an integrated part of your internal processes that constantly builds on previous successes and engages (and enriches) every part of your company.

 Andrew Miller is a Search Engine Marketing Consultant based in Richmond, Virginia, and a frequent contributor to our clients’ success online and offline with SEO, PPC, web analytics and conversion rate optimization strategies.

Posted in Blogging, Integrated Marketing, Interactive, Marketing, Marketing Technology, Online marketing, Public Relations, SEO, Social Media, Web Design | 1 Comment