by Matina Singh | Dec 21, 2012 | Branding, Business Success, Interactive
In the age of technology one really must question the effectiveness of in-store POP. In the recent POPAI’s 2012 Shopper Engagement Study, it states that the in-store decision rate has climbed from 70% in 1995 to 76% in 2012. Can’t believe it right? Although initially I had my doubts, the more I thought about it the more I got to thinking that it’s just about right. It’s not that POP is no longer valid, it’s that POP has had to evolve and keep up with technology.
First let’s take a look at your shopping habits, do you use online flyers or read online reviews before you head to the store to make a purchase? The consumer is changing, with the stores right there at their fingertips on mobile paired with in-store efforts, it gives your brand a leg up with consumers. This allows them to see, read and understand the item they want first, before making a purchase.
Is your brand focused on just in-store efforts or do you use social media, mobile shopping apps, mobile coupons and “red flag deals” type-sites to boost your consumer/product relationship.
What else is your brand focusing on? I mentioned before in-store and mobile incentives and I believe these new techniques, along with the ability to flip through an online flyer, helps a consumer make a decision on your brand. It’s quick, and with the world becoming more fast pace and people always on the go, this is a great strategy to tap into. But what if your consumer just pops into the store without that online flyer, will they simply make a decision in-store based solely on the attractiveness, clarity of a product or in-store coupons? Needless to say… when all else fails, packaging plays a huge role.
So let’s talk packaging. In order to get your product off the shelf and into their shopping cart your product packaging needs to speak to the consumer’s needs. The product package itself needs to be appealing; this is the first important feature. Ultimately it’s the only POP space a brand really owns. Read more about packaging here. Use your empathy here and put yourself in your consumer’s shoes; what kind of keywords, design, in-store and mobile incentives would grab your attention? You will need to make your brand stand out from the rest by appeal and the call-to-action. Not only does your brand need to be unique, but it must stand out from all of your competitors.
With all this said don’t forget to use social media to get customer feedback about what they like about your brand, packaging, use of color, basically what makes your brand standout from the rest because this can be a great benefit to your brand and improve ROI.
Your brand needs to be adaptable to this ever-changing world and so does your in-store, on-shelf strategy. Customers love discounts, contests and being interactive. Create in-store buzz by having an event. One that comes to mind is Oreo cookies. They gave children the chance to stack as many Oreo’s in 30s to win a prize and parents received an in-store coupon.
Ultimately, in the end what it takes is to be unique, creative with the technology that is available. Couple that with the understanding of your consumer and you’ll have a solid in-store presence to generate those consumer pick-ups… and sales!
by christine | Nov 22, 2012 | Branding, Business Success, Interactive, Social Media
The Social Media skills now required to maintain a good social media reputation has evolved. Most of us (businesses and brands) have our social listening strategy in place, writing content and posting on our social media accounts. So…how is it going? Are you monitoring your accounts, interacting with your followers on each account? If you are, good. We all know that it’s imperative to listen to what your customers have to say… as this will keep your brand honest and transparent.
Does your social media strategy include the necessary social media skills?
Being proactive in your social media accounts has never been more important. With the daily launches of new social media blogs and sites, keeping on top of your brand’s social calendar takes time and resources. Don’t lose faith! These efforts can and will be reap Brand rewards in the end. Engagement with your customers is imperative to keep the “stickiness” on your sites and also loyalty and trust with your brand. More importantly understanding and knowing how to handling both positive and negative feedback properly can be indeed a powerful tool to gain loyalty from your target audience and enhancing their experience with your brand. Keep in mind these steps below to become socially proactive:
1. Proactive and engagement on your social accounts should be your primary measurement of how your brand is doing. Keep an active conversation with your customers, so when and if a problem arises you can respond quickly with a solution
2. Respond Quickly to all Social Media Feedback, especially negative.
3. Don’t script your response. Be human and sensitive… an actual “real” live sensitive caring person (customized responses will go a long way to creating a supportive community online).
4. Support your response with detailed information; again give qualified information to help turn the negative experience into a resolved, positive experience. (We all remember being on the other end of those endless customer automated phone messages…that keep telling us to press the next sequence of number’s to get help, but in the end, it feels like we are on a never ending carousel spinning round and round, and in the end we hang up out of frustration or just get lost in a loop of unhelpful automated annoying computer generated voices.) We want our customers to feel that someone is actually listening and with a positive timely response your customers will probably post a very sincere thank you back and become a loyal customer in the end.
5. Dedicated customer service email and resources are a must. In support to #3, you have to specifically set up for your social media accounts. This will help garner a great customer support service within your social media communities. You should allow for a dedicated resource for these platforms to monitor what’s being talked about online and also join in on the conversation to build strong relationships and provide positive customer experiences.
6. Be Honest and Transparent…this will go a long way for validating that yes we all make mistakes, but lets work together to fix it and make it better by actually listening to what your customers are saying.
7. Be Empathic, stay objective. Look at it from the consumers point of view, have all your facts and as said earlier try to resolve as quickly as possible.
Now to make it all work! Now that you have your social listening strategy, resources, and your social customer service in place you need to add some tools to help you get the edge on your competition by taking charge of your social media and your online presence. You can start with some free resources and or customized packages. No tools work the same, so do your research. This is just a small sampling of links below to get you started:
RSS Feeds, Google Alerts, Track Tweets, Comments and Discussions on fan boards, etc, and Netvibes
Want to know more about social media? Download Social Media Understood here.
Please feel free to add comments, tips, and suggestions; I always like to hear how other people adapt new strategies to their social accounts. And remember be Proactive!
by christine | Nov 19, 2012 | Business Success, Interactive, Social Media
Great, you now have your Facebook, linkedin, Twitter, Pinterest accounts in place. Fingers on the keyboard and ready to write and hit that submit button. Stop! So now what? Well, you may want to hold off on populating all those accounts. Why, you ask? Well, did you prepare a social brief? How do you know if your audience participates on all the accounts you have signed up for? Have you been monitoring their social media activity on different social communities? If you’re not sure, let’s step back a bit …You develop briefs for print, TV, web, and mobile, so don’t forget to write one for social. I know it can be overwhelming, but if you can create a social strategy that will keep you on point, and you have the talent to help you implement your social accounts, you will become a great social listener and your audience will appreciate it too!
We’ve all heard the phrase, “Content is King”, well before content we need to focus on developing that strategy. This will give you the means and ability to make sense of what you are trying to do, what is the purpose of your social media marketing. By creating a social listening strategy you will understand the importance of “really listening”. In social media, listening is your guide through the continuous online conversations taking place on many social media platforms, being alert and one step ahead, will keep your brand strategy fresh and competitive. Focus on these key steps for success:
1. Who is Your Target Audience(s) and which social platforms to use: Once you have determined who your audience is, it’s imperative to focus on where to engage your audience online. As said earlier, don’t just start opening accounts to social platforms that don’t reflect your brand or your target audience. This could have a negative impact on your marketing campaign and diminish your brand. Research where your audience is already active, capture this data and customize your social media accounts to adapt to your audiences’ socializing habits.
2. Identify the influencers: These are the people who follow, share or friend you. They are more important than the actual volume of traffic. Determining who your influencers are will make all the difference in your listening strategy and ultimately how affectively you have captured the information and affectively communicated with your target audience.
3. What are the keywords and trends in your social world: You want to validate the topics and conversations that matter most to your brand and document them as potential keywords. You then need to determine through social listening if these keywords reflect or resemble the “social speak” that your audience is interested in. Keywords should reflect what’s important to your brand. However, you need to compare your word selection to that of what is being used by your audience. Don’t think traditional marketing here, or specific naming conventions used throughout the industry. Look for real words, used by real people. This approach will help you communicate more successfully with your target audience.
So now that you have your social strategy in place and the talent in place. You can now start selecting your accounts and write content. Make sure you keep it up-to-date and current with specific topics that tie into your brand and relate to your social users…use your customer’s speak, not marketing lingo and always keep it fresh. This will keep your brand on target with your audience…You also need to take a pulse on your brand as it stands today, consistently monitoring social sites that talk about your brand, making sure that your online reputation is strong, active and fresh.
Also, keep in mind that socializing on the Internet is not limited to the traditional social media platforms. Don’t forget about the community blogs, forums and posts, these areas all require your focus and interaction keeping up with conversations across the web to maintain a strong brand presence online and off. Keeping up with what your customers are saying about your product or service will keep you informed and honest about your brand. Yes, this is time consuming, but in the end, the best investment for you to apply, and to keep your brand honest and on target.
Now you are ready to get back to your keyboard and write, and make your Brand a “Social” listener.
Let me know how your social listening strategy has worked for you (do’s / don’ts) and links you might want to share with us pertaining to this topic. Thanks for listening.
by Lindsay Sleightholm | Oct 16, 2012 | Business Success, Creative
What is original?
In terms of creativity and ideation, “original” can be described as something new. But being original really requires more than just being new. It also implies standing apart as unique. It’s the combination of new and unique that takes us from ordinary to original.
Why be original?
Society likes originality – and for good reason. It inspires and enriches our lives. We want to see and experience original thoughts, ideas and visuals. We like to be provoked, entertained or questioned in different and interesting ways.
Let’s look at Halloween for an example. This yearly tradition is when some of the youngest members of our society play make believe. They dress up for the rest of us. They plan out a costume based on the person (or creature) they want to become for one special evening. The results of their unique ideas are wacky, wonderful and often original creations.
Why don’t we see more originality?
Today, originality is hard to come by. Speed and efficiency have rivalled its importance. There have never been so many easy solutions for everyday problems than there are now. We have more resources available than ever before – at our fingertips and within seconds. Most simply don’t have the time or patience to produce original, creative ideas.
So what’s missing?
Thinkers – those that have original thoughts and pursue them. Great thinkers either have the time or make the time to explore their unique ideas. But originality isn’t just another item on their to-do list. Original thinkers not only make a commitment towards their ideas, but follow them through with fervor and conviction. As a result, they bring us originality. Steve Jobs and Bill Gates come to mind as a couple of well known great thinkers.
Going back to our trick-or-treaters, I don’t think many kids say, “I don’t have time to think about a Halloween costume this year. I’m just going to go as whatever is easiest.” Instead, these young thinkers plan far in advance. They develop a clear visual of what they want and how it will look. By the time the big night rolls around, everything is in place.
Be original.
Everyone is different. And everyone has a unique view of themselves and the world around them. If we each took that view and used it to generate original ideas, we’d have millions of different solutions to any given problem. But, we don’t. Generally, there are a limited number of individuals providing novel ideas. The rest just follow along with what someone else has already created or discovered, and build upon that success.
It has been said that “it’s all been done before.” But how true is that? Are there really no original ideas left to be had? As difficult as originality is to achieve today, so too is its importance towards creative success. We can’t “reinvent the wheel”, but by saying that, we hinder our own unique thoughts.
What’s your approach to being original?
You don’t have to be a kid or a recluse to have original ideas. Originality can be explored as a process of thinking, planning and doing. The ideal result is something both new and unique. Whatever your approach, make sure it makes sense to you. After all, you’re an original.
Let’s continue the conversation. What are your thoughts on being original?
by Miriam Hara | Oct 9, 2012 | Advertising, Business Success, Creative, Design
Sparking creativity or what is most commonly referred to as brainstorming, when you’re alone is far more difficult than when you’re within a group. The onus is all on you. You can’t pass the reins to anyone else and passively listen. Nor can you follow or jump on someone else’s thought train (as I often call it) to move an idea forward.
I equate ‘Lone Brainstorming’ to Meditating. You need to find your happy place, a place that will set you up to make it easy for you to meditate. In my case, my happy place is my personalized HUGE Black sketchbook which one of my colleagues (thanks Gloria!) gave me as a Birthday Present.
When I open this book, it’s my mind’s cue that I need to be calm and patient with myself so I can start the idea concept generation (ideation). There are many brainstorming techniques out there. There is no right way or wrong way of brainstorming, but it’s important to find techniques that work for you.
Prior to sitting down to meet a creative challenge, as a brainstorming strategy it is necessary to get all the information required to provide a solution. This means reading briefs or provided Powerpoint presentations, if available, doing store checks, understanding the space in which the brand lives (investigating the industry) via the internet or whatever other means, checking out the competition and researching the target market (niche, psychographics, demographics). Armed with all the background, you’ll be on firmer ground when you start.
In the 24 years of being a Creative Instigator (!), I have found the following steps have enabled me to streamline my conceptual thinking and provide me with a loose structure that allows me to… well, think freely!
Be specific. It’s key to set the parameters before you start. This allows you to focus and ready your mind to work efficiently, providing you with a sifting mechanism for the ideas you will generate. Just like doing the prep work, it’s really important to define the mandate to stay close to the marketing or creative challenge.
See the big picture. Don’t get caught up on the details. That often stifles creativity and you start getting so wrapped up in the minutia. Don’t worry about the details, if an idea has validity then the details will often take care of themselves with a tweak here and there.
Make a time commitment. If you give your brain a challenge, you need to stay with it. The key here is remaining focused for 90 minutes, a solution often appears!
Take strategic detours. I can’t emphasize enough the value of allowing your mind to wander strategically! It’s an art that takes time to develop but the importance of having creative freedom in generating creative solutions within specifics can’t be touted enough. This is what makes any brainstorming session efficient. When flying solo it’s important to:
- Follow the connections: This is conceptualizing at its finest. Make mind maps, word maps or doodle maps… whatever is most comfortable for you. And follow them where they lead. It replaces the team of creative minds that you don’t have sitting around the table with you.
- Dare to fail: Go onto a path that may or may not lead to a dead end. It’s not important at this juncture to have a particular destination. It’s about taking the journey to discover what’s around the corner. Often the sidetrack will lead you to a better place!
Take five or a lay-over: And don’t think about it. You need time to digest. Occupy your mind with something else, like creating a meal, taking a walk, going to a museum or even reading. It’s not an old wives’ tale when they say “sleep on it”. The creative mind is exceptional! I have often found the next day leads me to a better solution than I had thought.
Don’t sell yourself short. It’s easy, especially for creative types when left on their own to often doubt that they can find the solution. Without a creative team around you providing you with a comfort zone and a way out, it’s easy to get overwhelmed. So don’t! Rid yourself of all these comprising thoughts, and just set yourself to the task at hand… awesome conceptual solutions for your clients… it works every time!
