Chipotle Gives a Great Lesson in Video Marketing

Posted on April 4, 2014 by admin

Chipolte 1Chipotle has become known for their hipster advertising and culture. They were told several years ago, their video marketing needed to be focused on the burritos, not their views on factory farming. However, when they rebelled and pushed a YouTube video called, “Back to the Start,” they were able to promote the problems they see with industrial farming, while pushing their awesome-tasting, huge burritos. After being posted to YouTube in August of 2011, they sit at just over 8 million views.

Last year, Chipotle brought back the successful video marketing formula with “The Scarecrow,” which featured a sad farmer who has been replaced by a factory farm. YouTube tells us that this video has over 12 million views since September 2013. Twitter says there were 31 thousand tweets, resulting in 126 million impressions. The press coverage alone provided over 500 million impressions. For a company to purchase this type of coverage from a video marketing campaign, Todd Wasserman tells us that it would cost roughly $5 million.

A study conducted by Unruly stated that “The Scarecrow” was number 55 on the most-shared videos of the year. They found that it wasn’t really the creative, hipster vibe that appealed to individuals, it was the emotional aspect of the video. Consumers are 30 percent more likely to share ads that stimulate positive emotions, rather than ads that stir up negative ones. “The Scarecrow” uniquely pulls out both.

Emotions are a powerful tool, but it can result in the opposite of the desired effect. However, Chipotle is used to these different types of responses to their marketing. They approach video marketing with the desire that you still feel good about the food you just consumed, rather than just making your mouth water for the first bite.

Video marketing is about connecting with your audience on a different level. Sometimes this requires a little additional legwork in trying to understand just what your audience wants to see from you. What emotions are you trying to stimulate with your brand? Are you looking for passion and loyalty? If you’re ready to find answers to these questions and more, contact Susan J. Campbell today. We are ready to take your video marketing to the next level.

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Does Your Brand Strategy Have a Panic Room?

Posted on April 3, 2014 by admin

Strategies 1Have you noticed that your brand strategy is just like a blue print? You lay it out before you start building your brand, with precise planning and customization. But have you considered what you would do if your brand encountered a crisis situation, like unhappy customers or a failed product? It is important to plan ahead for crisis management. Think of it as a “panic room” in your blueprint.

A recent example of crisis management is how Under Armour dealt with accusations from the U.S. speed skating team. The skaters, who went away without medals, outwardly blamed Under Armour’s uniforms for their poor performance at the 2014 Olympics.

There is a great lesson that can be learned from how Under Armour handled the team’s accusations. The company didn’t become defensive or shut down the reports that their apparel poorly performed. Instead, they reached out to their consumers, replaced the skaters’ gear during the Olympics and renewed their contract through the 2012 games.

Under Armour’s experience with unhappy customers is a great example of how crisis management is an important part of your brand strategy. Here is some advice on how to prepare a “panic room” for when your products or services miss the mark.

  1. Have an open door policy. It’s important for your consumers to know you are willing to about their concerns. Your consumers will feel respected and appreciated if you take the time to validate their concerns and also give you the opportunity to explain situations and offer ways to turn their experience into a positive one.
  2. Don’t play the blame game. Even though the U.S. skaters said they believed their chance at the podium sank because of Under Armour’s uniform, the company never retaliated by insinuating it was the skaters’ abilities that cost them a medal. Under Armour even replaced the uniforms and sent the “faulty” ones to a research lab to be evaluated.
  3. Enlist Help. Have others besides the CEO answer questions and conduct interviews so that your consumers know that everyone in the company is on the same page. It may also be a good idea to reach out to loyal customers to share their positive experiences in testimonies.

A brand strategy is the best way to ensure your marketing plan covers all of the bases. At Susan J. Copywriting Solutions, all of our customers have the advantage of beginning their marketing plan with a researched and original brand strategy to fit their needs.

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How Prepared is Your Content Marketing Agency?

Posted on April 2, 2014 by admin

Marketing Strategy 7The marketing world is always changing incrementally, but there have been two major phases that we can see. The first had the goal of appearing in search listings with a measurement using a limited number of keywords. The second had the goal of content discovery, brand building, and connecting with the audience across a number of different platforms with a measurement of social network activity and a moderate number of keywords.

Due to several major problems, we are about to see another major shift. Nathan Safran says there are two primary issues that will force every content marketing agency to see a third phase.

Issue #1: 70 percent of marketing executives has difficulty measuring the impact their marketing has. That’s a pretty significant number of companies that are missing out on appropriately and effectively measuring this vital information.

Issue #2: Most content marketing agencies know they need to align their content with the client’s customers. However, forty-nine percent of marketers say they need to make some changes to their content to better align it with the buyer’s needs.

So what does this mean for your content marketing agency? The first phase was rather unsophisticated while it pushed information to a large audience without much measurement. The next phase provided a better understanding of where and how to push information to certain segments of the audience, as well as how to measure the effectiveness. This next phase will include much of the same as the second, with the added goal of pulling in buyers through an understanding of their journey and providing content during the actual buying stage.

This next phase will be an era of sophistication that will allow brands to actually connect with their audience, which builds relationships. A quality content marketing agency is going to be preparing for this next phase by researching the buyer’s journey, while building content in such a way that it will be beneficial to both the buyer and the brand. Contact Susan J. Campbell to receive quality content that will line up with the direction that content marketing is moving.

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Erase Gray Areas With Separate Social Media and Content Marketing Plans

Posted on April 1, 2014 by admin

12874809_sWith so many ways to show off your brand online, you may see more gray areas than black and white. For instance, because social media channels offer your consumers bits and pieces of content, you may think that social media is part of your content marketing plan. However, having a strong social media presence and meaningful content are both so important they require their own plans that are separate from each other.

Another reason to make sure content and social media get their own attention is that the two strategies are actually very different. Content comes first. After you’ve developed useful, relevant and thought-provoking information, social media comes next to help you get that information out to the masses. But you can’t stop there. After you post a blog or press release, there are many more opportunities for you to reach your target audience other than just posting a link on Facebook.

Once you have creative content, keep in mind the following guidelines that can help boost the results from social media:

How to Create a Strong Social Media and Content Relationship

  • First, know your audience. Knowing your target goes beyond simple demographics. Ask yourself: How do they spend their time on social media? When are they most likely to share posts? Keeping tabs on referral posts and analytics will guide you right where your target audience is.
  • Offer something valuable. Your content shouldn’t look or feel like advertising. Use your content marketing plan to create educational and informative posts that are useful to your consumer. Use the power of provoking titles to grab their attention and keep it by sharing actionable tips, step-by-step instructions and something your consumer can take away from the content.
  • Go beyond sharing. Social media is indeed a great way to share your content, but its uses go far beyond the “post” button. Use social media to expand the conversation with your consumers. Talk with your audience about your industry, share a “behind-the-scenes” story and feel free to answer their questions. Sharing their testimonies and thanking them for their participation are also ways of effecting engaging them.

Creating social media and content marketing plans that are both powerful together and separate are one of the many ways to offer your consumers more than just advertising. At Susan J. Campbell Copywriting Solutions, we create effective, unique brand strategies cover those bases and more. Contact us today and let’s start brainstorming.

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Monday Morning Coffee With Horizon Cycling

Posted on March 31, 2014 by admin

Horizon Cycling 1With the brief moments of spring, it is almost time to start sipping on iced coffee. It is also the start of exercise and time spent outside. Travis Habrock and Justin Maxwell are two individuals who believe the best way to spend a Saturday in the spring is riding around on an awesome bicycle.

Horizon Cycling is owned by Habrock and operated by Maxwell and is celebrating their two year anniversary this month. While the shop carries brands such as Trek and Cannondale, they also offer some specialty brands like Phil Wood and Twin Six. They always strive to provide the best cycling experience possible. The Horizon team is all about maintaining a quality machine by offering tune-ups, and will even go to the extreme of a complete rebuild. In addition to the bicycles, they also offer cycling apparel, accessories, and necessities. Due to the small business feel, they are ready to help you from the minute you walk in the door, from picking out the perfect bike to answering any question you might have.

The advantage of being a small company is the ability to create community events. Starting on April 1, they are having a “Group Road Ride.” It’s a great way to have fun riding bikes throughout the year. This group is planning on taking on 20-25 miles with each ride they take. Whether you’re an experienced cyclist or just starting and looking for a challenge, be sure to check out their Facebook page for updates on this group event.

Susan J. Campbell wants to recognize this awesome company as they start bringing the cycling community of St. Joseph together. We wish you the best of luck with your Group Road Ride!

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Plan on Mobile Marketing For Future Success

Posted on March 28, 2014 by admin

Mobile Marketing 3Remember the days when planning a trip required several phone calls for hotel rooms, dinner reservations, tickets to concerts and so on?  Now, you do all of it and then some right from your phone. With studies showing that desktops will likely be entirely replaced by mobile devices in the next five years, it’s time to start putting mobile marketing at the top of your to do list.

To make mobile marketing a priority for your brand, it is important to plan ahead in your marketing strategy. How can you keep track of the upcoming trends? Here are some of the technologies that industry leaders are predicting will make a big impact in the marketing world in the near future:

Geo tracking: A form of GPS tracking that allows advertisers to promote sales and offer coupons and other incentives while the consumer is nearby and therefore, more likely to buy.

Gaming: It’s been proven that consumers enjoy playing games on their phone and they like acquiring points or winning challenges even more. There’s huge potential for brands to advertise during their consumers’ gaming experience as well as incorporating gaming into their consumer’s shopping habits as well.

Downsizing: Mobile marketing means brands go where their consumers go. That means that you have to think small, as in short, sweet and able to fit on a smartphone screen. Think of ways to create impactful messages that can be delivered rapidly.

As you develop or follow your brand strategy, it is important to anticipate what’s on the horizon and experts are anticipating mobile marketing to be the star of show in the coming years.

At Susan J. Campbell Copywriting Solutions, we have the tools and knowledge to turn your website into a useful and responsive way to reach your consumers. Call us today and let’s start talking.

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Give Your Social Media Marketing a Push

Posted on March 27, 2014 by admin

Social Media Marketing 4The first step to getting the momentum you need for your social media marketing to work is obviously a plan. Gather your market information (enter your brand and marketing strategies), create and compile powerful content, and determine roles. These are tried and true steps to take for any plan. From there, don’t be afraid to take into consideration these tips:

  1. Understand the Different Platforms
    Your Twitter and LinkedIn content should look different. The number of posts will differ. You can be more informal on Twitter than is socially acceptable on LinkedIn. Have some solid visual content? Be sure to post to Pinterest or Instagram/Facebook, if that’s where your audience is. Posting the same message on all platforms doesn’t give your audience the specific experience for each interface.
  2. Social Media Marketing is about Listening
    Listen to your customers. They are going to have conversations about your brand and your industry. Engage with them and gather data about what your customers want.
  3. Own That Mistake-Work That Tweet
    Sometimes accidents happen. Posting the wrong message to the wrong account. Tweeting  a personal message on a business profile. It’s happened on numerous occasions, see Red Cross and most recently HubSpot. The art is all how you address the issue. Apologize quickly, admit to the mistake, and laugh about it!
  4. Social Media Marketing Should Reflect Real Outcomes
    Setting goals is great, but creating a plan to measure how social media is helping you achieve those goals. Track your activity and tie this information back to your business outcomes. If you take a more holistic approach to social media marketing, you’ll be giving your brand the push it needs.

Social media marketing takes time, just as traditional marketing does. That doesn’t mean that you can’t get some energy going for your brand’s efforts. Contact Susan J. Campbell today and find out how we can help you gather momentum!

 

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Creating Content That Follows the Rules Will Win the Race

Posted on March 26, 2014 by admin

If you don’t take the time to develop creative and original content for your website, there is a zoo full of animals ready to attack your SEO results.

Don’t fret, you will not be literally chased down by wild animals. However, thanks to Google’s search engine patrolling system, if you are not creating content that is original on your website, you will quickly learn why you should.

So what is with the animals, you ask? Google has soft and cuddly names for theSEO 5 algorithms it uses to patrol search engine optimization (SEO), and plus, we are always up for a good pun around here. The Panda, Penguin and Hummingbird are all names of Google’s search engine patrolling system that monitors site traffic in order to eliminate activity like spamming, copy and pasted content and low quality backlinks

Even if these wild creatures can’t hurt you, once Google lets their systems out of their cages, they will quickly shut down any sites that are violating copywriting and spam regulations. There are many things the algorithms detect and any sites that are performing those violations are removed from the top of the SEO results and are replaced with sites that are high quality and feature original content.

How can you ensure your website contains the type of content that passes the inspection? Here are tips on how creating content that proves your website is a legitimate source of information for your target audience:

  • Focus on creating content that is high quality and informative
  • Supply your site with meaningful content on a regular basis
  • Review all links inside your posts to make sure they are not spam and are links to trusted sources
  • Use keywords wisely and do not over-saturate posts with them
  • Use keywords in ways that make sense and are relevant to your content
  • Post frequently
  • Stay up to date on Google’s search engine updates so you can adhere to their guidelines
  • Answer questions in your posts that offer quality information

Creating content that meets your needs and follows the rules of SEO can be tricky, but that’s why you have the professionals at Susan J. Campbell Copywriting Solutions. We keep track of the zoo animals so you don’t have to. Call us today learn more.

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How to Use Consumer Expectations for Your Benefit

Posted on March 25, 2014 by admin

Customer Satisfaction 1Small businesses tend to do the personal, face-to-face, and consumer focused experience the best. A survey done by Web.com Group, Inc. found  out that small business owners are missing out on a few things though when it comes to meeting consumer expectations. During their study of 3,000 small businesses and consumers, they were able to find the gap and miscommunication between the owners and the customers. Here’s what they found out:

  1. Personal involvement, engagement, and connection are the top two reasons why customers choose the small business over a big brand. Consumers like the fact that small businesses are personal and in touch with them. Business owners are matching the consumer expectation through building those relationships.
  2. The consumer expectation is a solid relationship online, in addition to in person.
    The survey found that 83 percent of consumers take web and social media presence into consideration when choosing a local, small business. However, only 34 percent of these respondents say the small business they are loyal to has a website. The consumer expectation isn’t being met here.
  3. Small businesses believe their web presence is a lot better than it appears to the consumer. The consumer expectation is not being met here either, but part of that is because of a bit of a miscommunication. Consumers want engagement and relationships through websites and social media, while businesses are seeking to market and build awareness.
  4. There are some small businesses that are successfully building relationships through their online presence. While there have been some great strides in this area, there is always room to grow. According to the study, 65 percent of small business owners think they have a pretty good knowledge of digital technology. However, only 41 percent of those surveyed had a website.

It can be scary and daunting to take the in-person relationships and attempt to recreate them online. Susan J. Campbell is determined to get to know and truly understand you and your brand, this includes the relationships with your consumers. Let us help you meet the consumer expectations.

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Monday Morning Coffee With Maurices

Posted on March 24, 2014 by admin

Maurices 1Can you imagine having a brand so well-known that you don’t have to advertise? It seems impossible. And maybe it is, considering that the companies in the big leagues that don’t need to pay for traditional advertising are tough to beat. For example, Coco-Cola doesn’t get you to crack open their soda by television ads but they do get your attention by sponsoring some of the biggest events in the nation and worldwide, like the Olympics and the Super Bowl.

On a smaller scale, Krispie Kreme is letting their customers talk for them. They aren’t on your television or in the newspaper ads, but they love showing videos of grand openings on their Youtube channel or showing off scrumptious pictures on Facebook. They’ve covered a lot of valuable bases just by using social media.

Closer to home, St. Joseph has a well-known retailer that made a huge impact to a roomful of 80 Chamber of Commerce members last Thursday when a representative explained that her business doesn’t pay for traditional advertising either. However, they don’t have a global reputation to help, nor did she mention social media. Her company uses a marketing strategy from the good old days: word of mouth.

Jeni Turner is the new manager of Maurices, a trendy fashion retailer inside the St. Joseph East Hills Mall. She told the crowd that Maurices encourages its managers to use community outreach programs, volunteer opportunities and networking to spread the news about their brand. It’s an impressive plan that solidifies a brand’s presence in its community and gives a friendly face to remember instead of just a logo.

Maurices doesn’t just set up mannequins in the cities they are in. They plants roots in the community. Each year, Maurices employees helped support 4,000 events in their hometowns by encouraging employees to host food drives or put together care packages for locals who are in the service.

There is a valuable lesson to be learned from Maurices marketing strategy. Yes, they have active social media pages (just check out the outfit inspiration on Pinterest!) but the friendliness and sense of community the employees portray is worth much more than advertising dollars could ever buy.

Contact us at Susan J. Campbell Copywriting solutions to help you put a plan in place to market your brand in a way that will work for you.

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