You may have heard or read that a cash machine in the East end of London is to offer those making hole in the wall cash withdrawals the opportunity to select between the English language and Cockney English. This regional dialect cash machine has caused quite the stir in PR terms-the company who license the machine and service etc will stand to not only raise their own company profile, but see an increased use of the machine through the sheer novelty of being able to take out a 'Lady Godiva' from the 'Sausage & Mash' machine. But what more could it offer for small firms?
The added benefit of increased use of the cash machine could also be converted into serious revenue generation for companies who advertise on the back of the ATM receipts and advice slips which are issued. A simple idea which can be adopted by many small firms be they offering products or services. If it isn’t an affordable option for a solitary business, it could be useful for a small number of businesses to join together in a coordinated campaign within a town.
More recently, ATM tie-in campaigns have seen special offers appearing on advice slips close to payday - the thinking being that it is the time of the month when you are more likely to monitor finances at cash points and therefore there is an increased potential for exposure to customers who are examining their balances and printed mini-statements.
Do you think the three month trial of the London cash machine will prove a success or is it purely a gimmick that sustains slow news day column inches, pub chatter and the like? I think it highlights perfectly the local level creative ideas that can be adopted by small businesses. Advertising campaigns where your business name appears on the back of another local shop’s receipts or car park ‘Pay & Display’ tickets is a great way of bringing your message to the attention of potential customers.
For a business that needs to gain a general view from a large cross-section of the population, and in as short a time as possible, there is no doubt that online research offers a viable benefit. This affordable way to test one’s target market is ideal for existing firms and new business start-ups and can play a vital role in obtaining financial support for your company.
Do It Yourself or with an agency?
The DIY method will allow you to carry out quantitative online market research (surveys) for little cost. It is definitely a method to consider when it comes to researching one’s market but it is also important to know how it differs from agency solutions. Here are some differences:
Moreover, with DIY surveys, the client puts the questions directly to the respondent so it compromises the objectivity of questioning and the impartiality of interpretation:
In addition, the agency will give you its expert opinion on the order and the formulation of the questions:
See the Marketing Donut resources on Market research
Guest post by Tom Albrighton
The other day, a client facing a big marketing setback confided to me that he was going to go home, have a glass of wine and try to think it through.
I nodded sympathetically. Many’s the time I’ve combined work with leisure by doing some copywriting over a drink in the evening. A drop of something can often loosen up the flow of words, particularly when something expressive or colourful is required. (However, it can also cloud the judgement, so I always wait until the morning to send the results to the client.)
No-one who enjoyed Under Milk Wood, Sgt. Pepper or 'Kubla Khan' could deny that alcohol and drugs can enhance the creative process. Some of our greatest cultural works had their genesis in altered states. And they reached even those who never touched anything stronger than tea.
Yet I’m not sure how my clients would react if I revealed that their copywriting had been done under the influence. Even those who liked a drink themselves might be disquieted. And if I told a client I was going on a week-long acid binge to get ideas for their slogan, I’m pretty sure they’d be looking for another copywriter. (Not that I ever would, I hasten to add.)
The serious point I’m making is that although we know of many factors that boost creativity, we often deliberately exclude them from the workplace. We might grudgingly allow a few pictures over a desk, or a radio on in the background, but these are intrusions of leisure into the world of work, not deliberate attempts to stimulate our minds. Even something completely wholesome, like spending some time in a natural environment, is only allowed in the rigid structure of the corporate ‘away day’ (if at all).
Those in the creative industries often make more effort to stimulate creativity through the working environment (although one suspects that it’s also partly for show). In my view, all work is creative – not just marketing, but every other business function too. We all have innate creativity that we use in solving the problems of our day. Why don’t we do more to let it flourish in the workplace?
My digital footprint is sizeable and I can twit, stumble, blog and flickr like there is no tomorrow. I am even writing this blog post on my phone on the train in to work. Yesterday, for one brief moment, it looked like there would be no tomorrow in social networking terms.
Yesterday, when Twitter, Facebook and other social networking resources went down, thanks to a coordinated and malicious Distributed Denial of Service attack (the name of a seemingly brilliant unmade Will Smith blockbuster), I was bereft and pondering a question. What did small businesses do to market themselves before the Internet?
At the Marketing Donut, as a web based resource, we do focus a lot on the modern marketing mix of online complementing the traditional. So while there may have been people out on the streets walking aimlessly like zombies, many carried on regardless.
Anecdotal evidence from fully fledged professional marketers came through on Twitter after the down time. Twitter for Business expert, Mark Shaw and one of our very own Donut experts both reported their ignorance of any Twitter downtime and relief they were away from their computers as they were at actual face to face meetings with clients.
If yesterday highlighted anything to me and the small business owner, it is that all the new online get up is brilliant when it works but should not be relied upon as a sole means of marketing activity. Of course, there are a whole variety of simple and effective ways in which small business interact with their customers in the 'real world'. Despite the rise of social networking, businesses still push for coverage in their local media, they still distribute promotional leaflets to target customers, they still concentrate on friendly and professional customer service as a way of generating word-of-mouth recommendation. These - and many other marketing techniques - are practices that have stood the test of time and will always be immune to the impact of malicious denial of service attacks like the one that took Twitter down yesterday.
What is spam?
It doesn't matter. Definitions or legal views of what constitutes spam don't matter. Your personal interpretation of spam doesn't matter. What does matter is people's reaction to your marketing activities. Because the moment someone calls your marketing 'spam' it becomes spam.
Can the Spam to Spare the Ham
Your email campaign or brilliant Twitter strategy may be legal, legitimate marketing efforts with every opt-in box ticked, but if people start shouting 'spam!' then you've got a problem. Even if you can rightly argue that you're on the right side of spam laws, you shouldn't waste your breath. Apologise, stop the campaign and come back with something less offensive.
A Brighton-based business recently discovered how this principle works in reality. They were using Twitter to push a new web directory, when people starting crying 'spam!'. The company argued that they were using Twitter reasonably to promote their directory. No, argued many in the local Twitter community, they were abusing Twitter and generating spam. Enough people flagged them as spam and within days their account was suspended. A brilliant social media campaign? No, it was a disaster. They managed to alienate the very people they should have been trying to woo.
Listen to your audience. If you hear even a whisper of 'spam' then be wary. Be prepared to change your approach in the face of criticism. And don't bother arguing the definition of spam. If someone feels that you're spamming them then you are. So stop.
The art of selling can be looked at in two ways. Either it’s persuading someone to buy something that they neither need nor want – “selling coal to Newcastle” – or it’s about discovering customer needs and finding the most appropriate way to meet them. Newcastle no longer mines any coal and frankly, the ram-it-down-your-throat sales approach is about as up-to-date as the expression. That said Newcastle in Australia, named after the UK one, is actually the biggest coal exporter in the world.
In contrast to the US, the UK doesn’t see sales as a profession, and popular culture places all sales people into the cowboy pen. This can be seen from the euphemisms used for sales roles here in the UK. Sales people are called account managers, business development executives, consultants, customer service representatives - anything except sales.
In fact, if a prospect ever tells someone they are good at sales, it probably means they’re not. People need to feel that they have a choice in order to buy. If they feel pressured, they react badly.
Selling the right thing means fewer returns. It also means happy customers who buy again, and tell their friends. Alternatively, selling the wrong thing gums up your phone lines with complaints, increases your cost of doing business, and leads to you being denounced on social networks right across the internet.
I don’t know how many people have consciences, and how much they apply them to business. Whatever the answer, it’s good to know that honest sales lead to better profits, even while letting you sleep at night.