Small Business Help - Call 2

Make Customers Want to Keep Your Ads - Smart Marketing Move

This week’s Smart Marketing Move goes to Campbell’s!

Everyone knows they make soup, soup is soup right? In one of their advertisements they included a recipe. Along with a picture of the final product and the product that makes the recipe, Creamy Chicken Soup.

This is a great way to move more products that might not sell as much. Most people know to use cream of mushroom in recipes but might not think of Cream of Chicken.

So nice work Campbell’s, you’ve taken your advertisement to the next level! This is now something that your customers will KEEP.

Lesson Learned: Think of a way to get your customers to KEEP your advertisement, even if it is just for a little bit. It could be a coupon that expires in 2-3 months, it could tips on your business topic, and like Campbell’s it could be a recipe.

Responsibility Campaign Gains Ground - Smart Marketing Move

This week’s Smart Marketing Move goes to Liberty Mutual.

In an ever increasing environment of disrespect, lack of civility, and self-centered attitudes it is not only refreshing to see the Liberty Mutual Insurance's campaign built around responsibility, but highly motivating.

Responsibility is not easily defined, but Liberty Mutual expressed it very well visually in an impressive manner in their commercials. They then followed it up through efforts throughout their company even down to the grass roots where the idea touched a nerve in thousands as seen by the response the company received, unsolicited, from the public. They continue to encourage positive action by all of us. Their management not only deserves kudos, they get our: "Smart Marketing Move" Award because they proved how being smart and caring pays off.

Here's one commercial for Liberty Mutual:



Lesson Learned: Your core values as a company and a person can be reflected in your marketing. It can span from TV, radio, print, and grassroots marketing. This can turn into word of mouth marketing which is one of the most powerful sources for any company. But be careful, make sure everyone in your company is on the same page, an employee's bad attitude will make your campaign feel dishonest to customers and bad word of mouth is even worse.

Work Smarter - Smart Quote and Thought

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}


Quote of the Week: "Don't work harder, work smarter"
 
Smart Marketing Thought: Don't forget to use common sense in all of your business and personal needs, even thought that is often uncommon


If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

Smart Quote and Thought - Charles Schulz

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

Quote of the Week: "Life is like a 10 speed bike. Most of us have gears we never use." - Charles Schulz

Smart Marketing Thought: Maximize your full potential by using all the tools (and techniques) available to you.



If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

Smart Marketing Move - Ready Made Magazine

This week's Smart Marketing Move goes to Ready Made Magazine.

They are a great example of consumer interaction. Ready Made is a niche magazine directed towards do-it-yourselfers. Their readership makes things, whether it is refurbishing a chair or learning to sew a button. Ready Made is not only heavily involved in social media but they also get their readers submitting project ideas.

The best part about this, they will publish your ideas, give you credit with your  name and photo in the magazine in a section called "Maker of the Month." Who wouldn't want their name in the bright lights? This not only builds loyalty from the one reader, but they will also tell their friends and family that they made it into the magazine. It gets everyone talking which is a great way to spread their brand through word of mouth. And it doesn't cost anything!

They also have a section on their website called "I made this" another little way to unite readers with their brand and another great way to show off your fun little projects. You can post a photo of what you made, put a little description and other users can comment but only if they have a user name. This also gives them a rich database of their target market. Way to go Ready Made!

Lesson Learned: Fan, Readers, and Customer interaction is key to building your brand through word of mouth. Ask yourself, how can I get my customers to comment on a project, interact with other customers, and share feedback all while giving them a little way to show off to the world? A blog might be a good place to start the conversation. Also, don't forget to start a way to gather emails from your most loyal customers. Take it from Ready Made, it works.

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

Quote: A problem is a chance to do your best - Duke Ellington

Smart Thought: If you have the right attitude most problems are viewed as opportunities to shine.

If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

Quote: I am looking for a lot of men who have an infinite capacity to not know what can’t be done. - Henry Ford

Smart Thought: Eliminate the "nots" in your vocabulary - cannot, will not, should not could not, etc.



If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

DUDE, You're Getting a Dell - Smart Move

Have you ever wanted to give your company a recognizable face? Use Dell as your guide. Dell was the first computer company to use a human face to represent their computer company. And they used him, the Dell Dude, successfully. He created a brand, he created a following, they used him consistently enough that everyone knew who he was, and they got rid of him when they needed to.

Apple is also doing this successfully today. They’re using their guy in a slightly different way, rather than the cool guy persona Dell went for they’re going towards smart, and making non-Mac users “dumb”. But back to Dell! Dell used their face to casually inform prospective buyers of all the perks of owning a Dell, not their features. Usually, when they were sold on the idea, the Dell Dude would close with the catchphrase "Dude, you're getting a Dell". (Unfortunately I couldn’t find a clip with the catchphrase). The campaign was a huge success and helped bring Dell to the forefront of the marketplace.

They marketed to the influencers, tweens and teens; in a very smart way because we all know they are not the buyers. They used teens in their commercials, their Dell Dude looked young, and he exuded the “cool factor” even if it was over the top. They used him in all of their print, all of their TV, and all of their radio. He saturated the market, which finally took hold and stuck.

Dell then, quickly fired their spokesperson. Why? He was arrested. I’m bringing this up because this was also a smart move on their account. When finding a spokesperson, your contract must be cut and dry about activities that will damage your company, because you’re putting your entire company in their hands…and now customers see him/her as YOUR COMPANY. There’s a fine line and it must be defined before your marketing campaign starts.

Lesson Learned: Hiring a spokesperson to put a face to your company is a smart move because it opens the door to communication by giving it a human touch. Like Dell focus on marketing your benefits not features, but be careful who you hire, make sure that they are reputable and will serve your company right. Also, keep in mind deceased celebrities or animated spokespersons are great too! They won't embarrass your company.