Is your Google Ads AdWords strategy and collateral material aligned with I-Want-To Moments?

As we look at overall marketing we need to make sure that we are purpose driven – and part of that purpose is to achieve a connection with the right people, at the right time, in the right place and provide the right information!  This helps establish engagement which were we strive for activation!  The saying is 2 wrongs don’t make a right, but I would suggest that 4 rights can help lead to activation.

‘2 wrongs don’t make a right, but 4 rights can help lead to activation!’

So we want to connect with the Right customers, at the Right time, in the Right place with the Right information. Our customer who are mobile users are searching the internet using either their keypads or asking Siri for help will normally follow one of a few identified I-Want-To pathways to achieve their desire during  ‘micro-moments‘ which are defined as when consumers act….

Let’s look at I-Want-To moments that start us on the connection process it’s a road map of the users vision or desire their I-Want-To:

  • I want to learn… or I want to know
  • I want to do…
  • I want to find…
  • I want to buy…
  • I want to do… or   ‘how to’ moments

Each of these moments or ‘micro-moments’, as they are referred to in Google AdWords training materials and they are significant. How you create the content for you ads, Main Content for your landing pages, your offers, your timing, demographic targeting, location/proximity should be planned and prepared for based upon activating customers during these micro-moments.

You don’t have to be all things to all people, and you shouldn’t expend advertising budgets for them all, but you should try to be the best at the ones you choose! Make sure you understand why you chose them, what you want to happen and prepare the right resources to achieve your goals – what micro-moment are you going to choose to meet your consumer on their buying journey.

We used to refer potential consumers as innovators, early adopters, early majority, late adopters (late majority) or Laggards  – these terms are still valid but everything has been accelerated in the purchase process. The following definitions come from http://www.businessdirectory.comClassification of consumers on the basis of their degree of readiness to try a new product. … Starting with those with the highest readiness to try, they are: 

  • Innovators: venturesome people and risk takers who are the very first users; comprising about 2.5 percent of the target market 
  • Early adopters: prestige oriented opinion leaders, about 13.5 percent of the target market,
  • Early majority: the leading segment of the mass market, about 34 percent of the target market
  • Late majority: followers of the early majority, also about 36 percent of the target market 
  • Laggards: conservative, price conscious segment, about 14 percent of the target market 

So my question to you as a leader in your organization – what micro-moments do you expect your potential consumers to align with? who are you targeting based upon your product lifecycle?

Q: If you build your buyer personas, and overlay your marketing resources with the right mirco-moments can you increase your likelihood of activating them and/or engaging them?

Q: Where do we drop the ball in the micro-moments? Wrong customer? Wrong place? Bad E-A-T on your landing pages? what else?

Thanks again, you questions and feedback are welcomed –

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

How can you maximize your budget and be more effective with traditional media – an interview with Natalie Hale CEO and Founder of Media Partners Worldwide.

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

We constantly discuss how to create awareness, stimulate interest,
sales-funnel-chartdevelop desire pushing customers to make a decision and take action – so we engage and activate B2B and B2C customers using traditional advertising across Radio, Cable TV, Network TV, Syndicated TV, Spot TV, National Magazine, Newspaper, Social Networking, OLV (Online Video), Internet Mobile, National Internet.  Where do you allocate your budget and what do you need to do to create awareness?

We listed some of the tools that we can use, now let’s discuss how can we be effective! How can we be more effective with our budgets looking at some of the more traditional tools out there to build awareness? Remember we want to create Awareness, develop Interest which moves customers to and through the decision process so that you can create Action when you ‘ask for the business!’

This weeks Spinach Helpful Tip we are going to discuss one of those tools ‘remnant’ ads and discuss how we can maximize our budgets, create the greatest reacMediaPartners - media planning - remnant advertisement - Golden Ratio Marketingh while utilizing traditional media? To help provide guidance and answer some questions, we are very lucky to have a media expert Natalie Hale  joining us today:

Natalie can you share a little bit about your background and your company Media Partners Worldwide

Hi, my name is Natalie Hale CEO and Founder of Media Partners Worldwide.  After graduating from Natalie Hale.pngUCLA, I got my start working in advertising in major agencies such as Foote, Cone and Belding and Chiat/Day. I went on to work in radio sales and broadcasting for a locally owned radio station and then on to CBS Radio. After more than a decade of working in corporate America, I decided to open up my own agency with the initiative to help entrepreneurs promote and generate leads for their business.   

Now after 20 years in business I have helped hundreds of entrepreneurs launch and better their business with a particular emphasis on using remnant radio to maximize and generate the best ROI possible.

What would you say is your Primary Focus at Media Partners Worldwide? What Services do you Provide?

Radio was our original focus, however we become a full service buying agency and buy TV, National and local cable, outdoor billboard and digital advertising as well.

Radio includes:

As I’ve had the opportunity to work with you over the years, you have a definite Vision for Using Remnant ads. Can you share your vision with our audience?

Buying remnant radio or TV advertising allows for testing with reduced investment and risk.  The discount pricing afforded by including remnant in your buy helps reduce your overall cost per unit and increasing your reach, frequency and return on investment

India Jane Furniture As a marketer the importance of being able to test multiple ad sets economically so you can hone your messaging, and ensure we are reaching our target audience is paramount to our success. When we are looking to maximize our working media plan and budget, the ability to utilize remnants offers the ability to test, make content and course corrects as we are implementing our flights.The Future of TV Advertising and Radio

Television:

  • National Cable
  • Syndication
  • Spot Cable
  • Local Broadcast
  • :10 Second Syndicated Spots
  • Per Inquiry TV

How is remnant ads different from confirmed spot

Typically, when we buy remnant it is considered 100% pre-emptible, which means if there is no unsold inventory then the spots do not run.  A confirmed spot means you are paying the actual rate card rate or a negotiated rate, which is usually higher than a remnant rate.

So remnant ads have a purpose and a place, they offer the ability to test messaging and markets economically. They can offer the ability to drill down and focus with a high level of specificity, but there value is moderated by availability so it has to be understood and balanced against supply and demand.

I want to thank Natalie for her time and insight regarding how manufacturers and advertisers can maximize their reach and frequency in traditional channels while optimizing their spends.

Natalie, was also gracious enough to share some industry standard Definitions for our audience? 

CPP is calculated as Media Cost divided by Gross Rating Points.

Impressions are the total number of exposures to your advertisement.  One person can receive multiple exposures over time.  If one person was exposed to an advertisement five times, this would count as five impressions. Impressions are calculated by multiplying the number of Spots by Average Persons.

Spot is a single broadcast of an advertisement. Typically, an advertising placement includes multiple spots.

Media Cost or Budget is the price you pay to present your advertisement. There are many different ways to price media including points, impressions, clicks, leads, actions, days, weeks, months, etc. However, it ultimately boils down to the amount you pay to present your advertisement, which is Media Cost.  Media Cost excludes the cost to create the advertisement and other costs.

Cost per Thousand Impressions (CPM) is calculated as the Media Cost divided by Impressions divided by 1,000.

Dayparts are typically broken down as morning drive 6a-10a, midday 10a-3p, afternoon drive 3p-7p, evenings 7p-12a and overnights 12a-5a

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  • Video Advertising
  • Lead Generation
  • Display Advertising
  • Retargeting
  • Online Conversion Marketing
  • Search Marketing
  • Facebook Media
  • Mobile/Tablet Advertising
  • Email Blasts
  • Web Design
  • Online Tracking and Reporting

Print/Out of HomeIndia Jane Furniture

  • National Consumer Magazines
  • Business Publications
  • Sunday Magazines
  • Newspapers
  • Local Consumer Magazines
  • Free Standing Inserts
  • Outdoor Billboards
  • Remnant Billboards
  • Transit Signage
  • Digital Outdoors
  • Bus Wraps
  • Bus stops and benches

What is a ‘Spinach helpful tip’? Have you ever walked around with soPopeye Spinachmething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall India Jane Sofas

HearthSongThe Future of TV Advertising and Radio

‘Our 30 second elevator speech explaining our Social Media/Promotion strategy’ – Spinach Helpful Tip of the Week

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

Someone asked me for a quick 30 second elevator brief explaining how Golden Ratio Marketing would define our Social Media/Promotion basic strategy – I did it in less than 5 we base ours recommendations on Awareness, Engagement and Activation:

A strategy providing guidance for implementation of the optimum mix of organic and paid tools driving Awareness, Engagement and Activation across Social and Digital platforms to deliver results.Social and Digital Platforms

Standard industry recommendations:

  • Owned Content – 30%

  • Content you Curated – 60%

  • Calls To Action (paid) – 10%

Now this mix is going to change based upon where you product is in it’s life-cycle and  what & where you competition is in their products life-cycle.  Depending on whether our consumers are B2B or B2C we’re going to capture a lot of this information from our syndicated retail sales data sources (Nielsen, IRI, SPINS, etc.) where you can look at your cross channel point-of-sale reporting and  data points combined with your retail outlet reports for a clear snapshot looking at historical data.  So our Sales Leadership should have a solid starting point of potential and opportunity.
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Now the Marketing team will need to work through and confirm (if we don’t already know) our buyer persona and buyers journey target demographics for B2C customers, and firmographics for B2B customers, secure information from our Marketing Technology stack and confirm what other data collection and analytical tools we will be utilizing, whether in-house or contract service (SSI, Toluna,  DataFox, Survata, etc.).

We’ll need to take into consideration how our target consumers/customers  are accessing their media, is it via digital, print, radio and/or television so we can plan how we can implement a simple Announcement/Awareness – Engagement – Activation strategy.A Three Phase Social Digital Media Plan

As we’ve said before this is what it is all about – taking your Market analysis – using your dashboards and information from your Marketing Technology stack and testing your outcomes and deliverable’s with a vendor who can provide gamification, shelf tests, heat maps, drag / drops, flip books, 3D views and more mobile-friendly surveys.   Now it is time for the proverbial ‘rubber to meet the road‘ and implement your Phase 1 ~ 2 ~ 3 and win the race:

What is a ‘Spinach helpful tip’? Have you ever walked around with soPopeye Spinachmething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

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