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 cut through the noise and activate your customer purchase at the POP?

A great article, What’s Healthy At The Grocery Store? Shoppers Are Often Confused, Survey Finds’ written by Rebbecca Ellis from NPR sharing some very strong statistics regarding confusion at the shelf for buyers – and you understand that confusion prevents purchase of your product.

Sales and Marketing leaders put resources and focus on educating potential consumers with packaging, branding, advertising and social and digital content but what do you do when that’s not enough – we can’t rely upon our own perceived reality for success, ‘it’s how we have always done it’ the paradigm of a dying business.  I’ve referred to this in earlier posts where family friend who see’s reality through a totally different lens than the rest of the world. We call it ‘Mona’s World’! and the joke around our house when something happens, is it ‘Mona’s World‘ or was it what really happened. Sorry, but if your asking yourself who Mona is in your circle of friends then your probably Mona – Sorry!

We’ve done everything right and now our most informed shoppers are still confused when they arrive at the POP (Point of Purchase)?  We have the best shelf tags, best packaging we can provide, hanging signage, endcaps, IRC’s, etc. etc….

The report found 95 percent of shoppers at least sometimes seek healthy options when grocery shopping. And yet, only a little over a quarter said they find it easy to determine which products are good for them and which should stay on the shelves. – Rebbeca Ellis

So almost 75 percent of your potential customers DO NOT find it easy to make a purchase decision at the shelf or POP and are falling out of your purchase funnel. How do you move them to the POS point of Sale where the cash register actually rings.  This confusion was further confirmed by survey by the IFIC last year where the author shared, ‘59 percent of respondents were somewhat or strongly confused by conflicting health advice.’

These are informed customers that have done their research through social and digital platforms and now are standing at the shelf and need more information.  This is where POP becomes critical – why does a restaurant have waiters and waitresses that come to your table, not just to fill your water glass and bring a clean fork.

“How are [consumers] supposed to know that ‘organic’ is backed by almost 100 pages of federal regulations and ‘natural’ doesn’t have any?” Charlotte Vallaeys‘ is  quoted in the article.

The trained team member is there to provide additional support, clarification and expert advice on their offering and that’s exactly what POP product demonstrations provide.  At the point of purchase when the consumer has confusion and wants help understanding the menu, special language or unfamiliar items you need someone well trained in your product and the competitive environment to answer their questions and facilitate the final cash register ringing.

Enjoy the article and links above and if you have any questions or need help understanding if  a POP program is right for you give us a ring and we’ll help.

Let us know what you think? I wanted to gather your thoughts and insights regarding what does it take to have a seat at the table in your market?

What is a ‘Spinach helpful tip’? Have you ever walked around with something 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

Lucky Tiger Shaving Stacy Adams 1-800-PetMeds Free Shipping $49

‘Now What? – What do we do when we catch the car?’ – 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!

In an earlier installment we explored Socratic Questioning methods that you should utilize for Questioning Inferences and ConclusionsAs we work through the different tools in our Marketing Technology stack that are supposed to deliver the information and data from which Sales & Marketing Leaders derive their inspiration. Once we have the inspiration do we have another ‘buggy whip’ or a race car?

‘Now what? What do you do now?DOGCATCHESCAR, you’ve caught the proverbial car, you have captured all the raw data, sifted information, screened your dashboards, and put every charts imaginable in your PowerPoint presentation.  As Sales and Marketing Leaders you’ve accessed your syndicated retail sales data from Nielsen, IRI and SPINS data, now you know what has happened historically.  You’ve caught the car, now it’s critical to learn from your real time marketing research.  It’s time to incorporate marketing analytics so you have a better understanding what is important.

You must understand the difference between making marketing & advertising decisions and selling based upon the historical dashboard data and information captured in our syndicated retail sales data versus marketing analytical tools.  It’s really quite simple – syndicated retail sales data looks at what happened ~ it does not have any idea what caused the outcomes or what could influence them. Tat’s where I, as a consumer of the tools hold the key – now is where we align our syndicated retail sales data with our buyers persona’s.  You’ve caught the car – now, it’s time to confirm what to do with the car!

What to do with all of your data analytics and in-house tools from your Marketing Technology stack and determine what is going to work with your confirmed buyer persona’s.

Using contracted services from vendors such as SSI,  a premier global provider of data solutions and technology for consumer and business-to-business survey research (as they define themselves on their website).Lucky Tiger Shaving

SSI Analytics logo - Golden Ratio Marketing
Let’s take a look at an industry leaders like SSI:

Background:

SSI’s website states:  Currently celebrating 40 years providing research and sampling science knowledge  they offer their customers assurance that their outcomes are valid based upon unbiased data.

  • Options including single or multiple modes of contact and data collection, and single or dual frames
  • Gamification, shelf tests, heat maps, drag / drops, flip books, 3D views and more mobile-friendly surveys
  • Fast, easy surveys give respondents a positive experience, encourages taking part in future research

We’ve used our Socratic questioning to ensure there is no bias or fault in the data we are using – questions focused on inferences and conclusions:

  • How did you reach that conclusion?
  • Could you explain your reasoning?
  • Is there an alternative, plausible conclusion?
  • Given all the facts, what is the best possible conclusion?

Now that we’ve taken the data, we’ve manipulated it and we’ve converted it into information ~ Now it’s time to develop our marketing programs and deliver customizable solutions that are going to grow our brand.

Here is where your in house marketing department, your agency and contracted services work together to provide enhanced marketing, memorable product experiences for your buyer persona’s and promotional support through real-time social & digital marketing in the correct channels they are on combined with dedicated onsite customer engagements to promote sales and grow your brand. Programs that are based upon sound research and analysis, that are monitored, evaluated and tweaked/updated to optimize their outcomes.

PetSmart That’s what it is all about – taking your Market analysis – your buyer persona’s – using your dashboards and information from your Marketing Technology stack test your outcomes and deliverable’s with a vendor like SSI providing 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 win the race:

  • Enhance brand awareness
  • Build Brand image awareness
  • Facilitate Product trial and usage
  • Rebate and Coupon support at point of sale
  • Sales support with the optimum tools

Our goal is to drive sales and grow our B2B and B2C business. To make sure that we achieve our goals we have to follow the old sage advice of those who came before us and plan the work, and work the plan. Today we have better and more effective tools to plan the work, and when developing our Marketing Plans, determining the 4 P’s of Product, Price, Promotion and Place we are testing and confirming the data and information we already have with our customers using gamification (Using game-like elements to make surveys and mobile app experiences more appealing and engaging to users. – definition by SSI ), shelf tests (virtual store cloud source testing) and others tools to validate our 4 Ps ~ product, packaging, pricing and placement.   That’s how we tell each other if we have spinach in our teeth.

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

Florsheim Plow & Hearth

Building brands and driving product sales. Why engaging customers at the point of sale is key!! – 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!

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.  So now what do you need to do? You have to ask for the business! Remember what Wayne Gretzky said, “You miss a 100% of the shots you don’t take!” Too often marketing and business focus on chasing the car, but what do you do when you actually catch the car??

The human interaction and having someone standing in front of the customer asking for the business is invaluable. Well actually it’s not invaluable, we can actually put a dollar figure on it. In an article written by Joe Pinsker in The Atlantic he expanded upon the value of  asking for the business, “Retailers, too, have their own reasons to love sampling, from the financial (samples have boosted sales in some cases by as much as 2,000 percent) to the behavioral (they can sway people to habitually buy things that they never used to purchase).

Samples have boosted sales in some cases by as much as 2,000 percent

Stop focusing all of your time and resources on how we’re going to get customers i1-800-PetMeds Pet Supplies Free Shipping $49nto our sales funnel, and let’s start focusing part of our time and resources on Customer Engagement and driving sales in store at the point of sale.  Looking at how in store In Store Demonstrations - Golden Ratio Marketingdemonstrations are defined by Golden Ratio Marketing and their subsidiary Demos 2 Go, ‘Customer Engagements bring your product to life! – utilize our talented, sales-oriented Customer Engagement Specialists for your live in-store product demonstrations. Build your brand awareness and promote customer trial and purchase.

Results provided by Golden Ratio Marketing through from in store demonstrations performed by their subsidiary Demos 2 Go has shown increases of point of sale in store purchases of 400% without coupons.

Increases of point of sale in store purchases of 400% without coupons.  

What’s your organization doing to drive sales at the point of sale, if you want more information and would like to know what options are available let us know.

Click Here to request a free no obligation evaluation

What is a ‘Spinach helpful tip’? Have you ever walked around with somethingPopeye Spinach 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

Lucky Tiger Shaving Plow & Hearth Florsheim

Bringing it all together it’s time to develop the Marketing Plan – in the Market-Driven Process – 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!

In today’s crowded market and highly competitive environment it’s more important than ever to adopt and live the Market-Driven Process within and across your organization – how are you using your Marketing Technology Stack to fully leverage your

  • CRM
  • Google Analytics
  • Customer Service
  • Shipping
  • Social and Digital including Blogging, Google AdWords, Bing AdWords  and all of the raw data from the Information/Data gathering process, convert information and data into insights through the review evaluate phase.

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We look at developing the Marketing Plan, and taking our first steps fleshing out our first Creative Briefs – and one of biggest hits in recent years Mad Men.  When I think about a Marketing Plans scenes with Don Draper and the cast of Mad Men come flooding into view.

Don Draper quoteAs we have been discussing the Market-Driven Process and Market-Driven Organizations the strategy doesn’t change your organization needs to leverage existing in-house and external data to better understand customer and product life cycles and purchasing habits that will then trigger promotional, marketing programs and contract initiatives that move customers and adapt with them through the customer life cycle, reducing attrition and driving long-term customer relationships.

Where do we capture this living document, in the Marketing Plan and as part of the Marketing Plan we’ll be looking at the traditional four P’s of marketing Product, Place, Promotion and Price. While the quote “Make it Simple, But Significant,” from the television character Don Draper may seem simple it rings loudly with truth.

In a modern Market-Driven Organization developing your strategy for your Product, Place, Promotion, and Price have many facets but it is important to follow the KISS principal and  Keep It Simple Stupid.

We’re going to jump ahead and talk about Promotion Strategy, and begin with the Creative Brief.

How to write a creative brief that gets results, by Mel Henson

This entry was posted in Digital marketing strategy.  Bookmark the permalink.
So the questions that Mel Henson shared are important to keep us on point not only with a Creative Brief but all aspects of the Marketing Plan.

Creative Brief - Marketing - Golden Ratio Marketing

• Background – Why are you doing this?
• Objective – What is this trying to achieve?
• Target Audience – Who is this for?
• Promise – What are you offering?
• Support Your Promise – What’s the proof in the pudding?
• Key Message – What do you want your audience to come away with?

Remember, the Market-Driven Process and Market-Driven Organizations needs to leverage existing in-house and external data to better understand customer and product life-cycles and purchasing habits that will then trigger promotional/marketing programs and contract initiatives that move customers and adapt with them throughAlibris: Books, Music, & Movies the customer life cycle, reducing attrition and driving long-term customer relationships.

 

As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth. To make sure that we aren’t walking around with spinach in our teeth here are a few questions I like to ask:

Q: Have we done this before?

Q: How will this increase incremental sales?

Q: Who’s the target?

Q: What is the goal of the campaign?

What questions do you ask?

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What is a ‘Spinach helpful tip’? Have you ever walked around with something 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!Popeye Spinach

Best regards,

Chris A. Marshall

HearthSong - Toys Outlet