Our Message Needs to Change as our Audience Changes

It's no big secret that women are now the major decision makers when it comes to consumer products. And, as marketers, we need to learn to change the way we talk in order to connect with our consumer.

I know I pick on local auto dealers regularly, but I just can't help myself. Once again, they are the perfect example of some very terrible advertising. All the screaming and yelling on the radio. The print ads that are busy, loud, and stressful. When are they going to realize that this just doesn't work anymore?

With 80% of consumer spending being made by women, the businesses that speak in a way that would appeal to women will be the businesses that suddenly find themselves ahead of their competition.

June Bisel
Partner, BBG&G Advertising

Marketing to Baby Boomers

At the Elant breakfast last week, author Matt Thornhill spoke to us about the impact the baby boomer generation is having on various industries, and in particular on the healthcare industry.

For those of you who are not sure who fits into the baby boomer category, anyone born between the years of 1946 and 1964 are included. And, it seems that as we go through life, we have been changing all the rules as we go along. Just making up new rules to suit our fancy. In fact, one of the rules that we have changed is the fact that we really do not want to age! And in our heads, we're not. Hence the saying "50 is the new 30".

Matt's presentation was so enjoyable that I even forgot to drink my second cup of morning coffee. It sat there on the table getting cold, as I turned my back to it - really not like me at all! But Matt had us all captivated, and we laughed as we realized that the reason what he was saying was so funny was because it was so true!

I just went online and ordered his new book at BarnesandNoble.com. Thought you might want to do the same. Should be a good read, and I know that if you are in business, chances are you are marketing to the boomers and the information in this book should be very helpful.

Enjoy!
June Bisel

How to use Content Campaigns to increase Conversions

As consumers spend more and more time online, businesses are looking to increasingly connect with them (and promote their products and brands) through online content campaigns.

How exactly do content campaigns work? And how are consumers interacting and sharing this content?

Surveys show that adults consume plenty of content online and often share that content with friends and family members in the following ways:

• Consumers who read and share online content: 75%
• Nearly half of consumers who share on a weekly basis: 49%
• Main route for content sharing for consumers over age 35: Email
• Main routes for content sharing for consumers ages 18-34: Email and Facebook

For marketers to benefit from content campaigns, they need to understand how to first attract customers, and then what happens after a person receives a shared content item.

If you want people to read and share your content, make sure it's interesting, useful, educational, or amusing. This will not only capture their attention, but prompt them to pass it along. For all surveyed populations, email (86%) leads as the chief form of content sharing while Facebook comes in second (49%). Consumers share content because they find it interesting (45%) and believe their friends and family will have a similar reaction.

Generally, when consumers receive information via social network channels like Tell-a-Friend or Twitter, click-through rates tend to be higher than for email. However, it's important to remember that emails contain all of the information necessary to understand a discounted offer while a Twitter user must click through to get this information. It's also important to know that conversions, the goal of an online marketing campaign, are higher for email shares than for shares that stem from social networks. If you really want to measure the return on investment of a content campaign, then look at conversions.

FOR IMMEDIATE RELEASE

Press Releases and the Media Attention They Bring... Or NOT

Do you have pie-in-the-sky expectations of what a little PR can do? Does this sound like something that might come out of your mouth? "I'm looking for someone to send out a press release announcing my new product to every media contact in the nation. All I need to do is get on the Today Show or Oprah and this product will take off like gang-busters."

Aaaah, if it were only that easy.

Similarly, many people just don't really understand that editors won't publish press releases that aren't of particular interest to their readership.

If you have a story that you think people will truly be interested in, you will need to write a press release that is short, concise, and to the point. Make sure your email subject line gives the proper information to catch the editor's attention. And only send to the publications that have a particular interest in your production, service, or cause.

Editors receive hundreds, even thousands, of emails everyday. Make them want to open yours, and then glad that they did. Don't waste their time.

Then, after you send the release.... follow up.... follow up .... follow up.

If you repeatedly miss opportunities to send out press releases about your business, you are missing a valuable opportunity. PR is time-consuming and when your business is on the line, it's often best to hire a professional who has on-staff copywriters and relationships with the media.

If you're a small business, or a non-profit who is going it on their own.... Good luck! And keep these tips in mind.

June