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Marketing - the real winner of the Scottish referendum

September 29, 2014 by James Walters

Scottish referendum{{}}The Scottish Independence vote was a once in a lifetime opportunity. It was a triumph of democracy and 97% of Scotland’s citizens are now on the electoral roll. This means that there are two real winners from the referendum, the people who organise the jury service (97% of people are now eligible for jury duty) and marketers.

Not only do we have almost all of Scotland’s population’s data available to access on the electoral roll, but we also get to examine a marketing case study like no other.

The key to marketing success: combining the rational with the emotional

The referendum was an example of two very different styles of marketing. The Yes campaign, headed up by Alex Salmond, was all about emotion. The Better Together campaign, headed by Alistair Darling, was all about rational considerations.

Despite the victory for the Better Together campaign, it’s not a clear that they ran the better campaign. The reality is that both campaigns were lacklustre in some ways.

The Yes campaign made a basic marketing mistake. It was all spin and no substance. You might think that’s a bit unfair, but when your campaign is basically the marketing equivalent of trying to re-create the “They cannae take our freedom” speech from Braveheart and you get accused of lying about things, then it’s a sign that on some level you have failed. In the end, their campaign lacked solid foundations and cost them victory.

What can you learn from the Yes campaign?

Emotional appeals aren’t everything. You need facts and figures.

The Better Together campaign was about the rational. Alistair Darling quizzed Alex Salmond about the economy, what currency we would use, what the impact on jobs would be. This is important, of course, but it’s boring. There wasn’t any emotional appeal. It was a total snoozefest. This failure meant that polls started to show leads for the Yes campaign and caused Better Together to panic.

What can you learn from the No campaign?

No matter what YouGov says, quantitative surveys aren’t all they are cracked up to be. Dan Hodges put it best during the referendum when he pointed out that the poll which showed the Yes campaign had its first lead was the result of just 13 people saying they would be voting yes. If you’d asked them on a different day, got them in a different mood, or asked others, the results could have changed drastically and the entire narrative of the campaign would have been very different.

With surveys, you need to back up the data. Look at search trends and combine this with some qualitative analysis from interviews and focus groups to get a much stronger idea of what your results mean.

The turnout for Scotland in the 2010 General Election was almost 64%. For the Independence Referendum it was almost 90%. What’s more, 97% of Scottish citizens registered to vote. In marketing speak, 97% of Scotland entered the sales funnel and 85% of them responded. I’d kill for those sorts of stats.

So, what’s the difference between the referendum and the general election? The referendum was seen as important — it would have a tangible effect on people’s lives.

That’s why you need to find out what matters to your target audience and use it as a hook to solve their pains.

Copyright © 2014 Steve Haynes, SEO and site optimisation consultant for inbound marketing agency, Tomorrow People.

Christmas is coming - are you ready?

September 29, 2014 by Marketing Donut contributor

Christmas is coming — are you ready?{{}}

While the key sales period for a seasonal brand might only span three months of the year, optimising your site, securing advertising and mitigating bounce rate begins long before your customers start shopping.

With the first inklings of Christmas hype only a few weeks away, it’s not too late to implement the following suggestions and increase traffic during your key sales period.

Secure your brand advocates early

While your customers don’t want to hear about Christmas in June, advertising slots, opportunities for collaborative competitions and potential brand advocates are already primed for the festive period.

Determine your key sales period in Google Analytics and schedule coverage, advertisements and promotions which straddle these dates and overlap by a few weeks either side — it’s surprising how many people will buy a Christmas tree in the January sales.

Create specific landing pages

Custom landing pages are valuable for both organic search and increasing the relevancy of your pay-per-click (PPC) ads.

Optimise your landing page by including keywords and phrases in the title and include popular search terms within your website copy. Once your page is optimised, ensure that users have a pleasant shopping experience by making the purchasing process as simple as possible.

Allow users to sort results and provide an intuitive search function if budget permits. Highlighting your delivery terms (i.e. free delivery/next day delivery) also appeals to shoppers in a rush.

User-testing of your landing pages, your mobile site and your checkout process should be carried out before your sales period really kicks in. If you don’t have the budget for conversion rate optimisation, consider asking your own team to process test orders and highlight anything that could put customers off.

Upgrade to a Google Shopping Campaign

As of 2nd September, Product Listing Ads (PLA) on Google have been replaced by Shopping Campaigns. Google Shopping Campaigns allow you to bulk edit product groups and they offer access to your inventory and product feed information in Adwords.

While Shopping Campaigns are designed to respond to past complexities associated with PLA campaigns, users should familiarise themselves with the new features before increasing their PPC spend.

Find your fans on social media

Brands often make the mistake of posting only when it suits them (i.e. 9-5) and they forget that the majority of their target audience will be active on social media during evenings and weekends. Once you know when your fans are interacting, you can schedule your posts accordingly.

Copyright © 2014 Victoria Browne, copywriter and social campaigns manager, Fluid Creativity.

Five sure-fire ways to send an audience to sleep

September 25, 2014 by Richard Edwards

Five sure-fire ways to send an audience to sleep{{}}We’ve all been there — politely sitting through a number of conference presentations mentally compiling shopping lists or daydreaming about the summer holidays instead of actually listening. The topic sounded interesting, and the content is undoubtedly useful, but the presentation itself is making it increasingly hard to keep your eyes open.

So as a presenter, how do you avoid sending your audience to sleep? I have analysed hundreds of presentations and I think there are five key presentation “sins” you need to avoid:

Too much text

You are doing the talking — that’s what the audience should focus on, not the text on the slides. If you add lots of text then you are effectively giving your audience a choice: listen to me or read the slide.

Two or three key pieces of information per slide should be your maximum. Also try to put the most important points at the top of the slide — they will be most remembered and are more visible to people sitting at the back.

Messy media

The great thing about presentations is that you can include pictures, sounds, and video to support your speech. However, lots of mixed styles, tacky clipart, pointless animations and incongruous sounds can actually detract from what you are saying, rather than support it.

Keeping your media consistent will add a level of professionalism to your presentation as well as keeping your audience focused.

No end in sight

The best presentations give audience an overview of what you will be talking about and tell them the order in which you will cover each point. Steve Jobs, arguably one of the best presenters of our time, said that you should only ever focus on the three most important pieces of information the audience needs to know:

  • What is it we are talking about?
  • Why is it relevant and important to me?
  • How will it change my life? (ie demonstrating a practical application).

Keep this “rule of three” in mind when you are preparing your presentation and it will keep you focused and your audience engaged.

You know your speech, not your subject

The truly magical thing about anything live, whether it be a presentation, a comedy show or a concert, is the uniqueness of the experience. But this is only true if you speak naturally, letting your personality shine through. If you simply parrot a rehearsed speech then you may as well have pre-recorded it.

You must know your topic inside out so you can respond to questions naturally and without panicking. It also allows you to speak with your own style, and ultimately, that is what makes a great presentation great.

You always fill the silence

There seems to be an assumption that a presentation should contain no silence. However, silence can actually enhance what you are saying. By taking pauses, the audience can stop and think about what you have just said, taking in the content on the slide and absorbing the message. As the experts say: “Pause ‘till it hurts”.

I am not suggesting that presentations are easy — far from it. But by focusing more on what you will say and how you will say it than what your slides will look like, you will end up with a presentation that is interesting, engaging and memorable.

The quickest way to send an audience to sleep is simply to dig out your old PowerPoint template file and update it with tons of new text, a smattering of stock imagery and then talking over it.

My key piece of advice? Ditch the PowerPoint altogether.

Copyright © 2014 Richard Edwards, director of event and customer experience specialist Quatreus. 

How to add value to your content marketing

September 24, 2014 by Marketing Donut contributor

How to add value to your content marketing{{}}If you want to get serious about content marketing for brand awareness, it’s time to take off your sales hat. Unlike traditional, revenue-driven advertising, content marketing focuses on creating value-added material; the goal is to establish a voice of authority in the industry, to increase brand awareness, and, eventually, build your customer base.

In short, when you’re thinking about content marketing for brand awareness, make sure you’re focusing on what matters: adding value, not selling your stuff.

Content marketing shouldn’t wax lyrical about a new feature or must-have purchase. It must celebrate the individuality of your company and engage consumers by revealing your personality.

Here are some of the most effective ways to get your branded content marketing off the ground:

1. Create a content strategy

The ultimate goal of branded content marketing is to help you attract your target audience and build a brand by clarifying what’s special about your business. For this reason, it’s important to have a clearly articulated content strategy, which tells the cohesive story of your brand.

Before embarking on a campaign, take the time to consider what story you want to tell, and make sure that all your content has a clear focus, in line with your business objectives.

2. Send newsletters

Regular email newsletters remain one of the most important ways to keep your customers updated and engaged. Again, focus on the content aspect of your newsletter. It should not just be a place to tout your latest product or promote a discount. Carefully-curated content, with little or no mention of the brand, re-affirms the perception of your brand as a credible voice of authority.

3. Build a branded blog

Research shows that 79% of marketers who blog reported a positive return on their investment. Content-driven blogs are one of the best ways to establish your voice as an authority in your field, and they are a vital piece of the content marketing puzzle. They are also one of the easiest strategies to get off the ground. Ideally, your blog should be the go-to place online for your target audience to find out more about your area of expertise and to learn more about your brand.

4. Engage your professional community

It’s important to remember that you are a small fish in a very, very big pond. Rather than swimming alone, think about ways to engage others in your community. Consider participating in online industry forums where you can establish yourself as a problem-solver and thought leader. Create tutorials, “how-to” articles, or Q&A whitepapers, and offer these resources for free.

5. Think viral

While it’s essential to ensure the content is in keeping with your brand’s message, the most frequently shared content is fun, dynamic, and playful; so even if your brand is quite serious, play with the human element and show you can have fun with your community.

Copyright © 2014 Miko Levy, VP, Customer Acquisition, Outbrain.

What’s the best location for your exhibition stand?

September 22, 2014 by Richard Edwards

What’s the best location for your exhibition stand?{{}}If you want to get the most form your exhibition stand then you need to choose the right location and layout.

1. Get a floor plan

If possible, it is a good idea to gather any previous years’ floor plans for the exhibition. You can then identify patterns, such as certain industries grouping together, or recurring refreshment areas that will help to guarantee heavy footfall.

2. Side, corner or island?

Each of these locations has benefits and drawbacks. Most stands at an exhibition are at the sides, making it easy to design a reusable stand for this space. However, this position can make it more difficult to get noticed as other stands will inevitably block the view. Corner spaces can help deliver a greater footfall to your exhibition stand. Island stands can be very effective in delivering footfall. However, you will need to anticipate the main entry point so you can angle branding and other features to greet new visitors.

3. Neighbours

Your neighbours will have an impact on you. If all of your neighbours are from the same industry this might detract from your stand, overwhelm visitors and create “industry swamp”. Being near an industry leader can help attract people to visit your stand though. Being near a complementary stand can also have benefits as you can both refer visitors to each other’s stands.

4. Your own space

If you have multiple arms to your business, it could be worth allocating each division its own exhibition space in different areas of the exhibition. This can create greater brand awareness. In addition, by separating the different arms of your business you can position each in locations that will attract the most relevant footfall.

5. Don’t limit your creativity

What are your stand’s limitations — position, power supply, height and floor space? The only way to stand out is to get creative within these limitations — not to limit your creativity.

When BT came to us for an exhibition stand that could fit within a very tight floor space and with limited power supply, we looked at what could be used in the design — height and soft light. We designed and built a canopy of stretched material, which refracted low-wattage lighting to create a spectacular result visible all the way from the exhibition entrance.

The key is planning. Think about what you want to achieve and who you want to attract. Above all, design around your limitations — don’t give in to them.

Copyright © 2014 Richard Edwards, director, Quatreus.

How to create a marketing plan that pays for itself

September 18, 2014 by Marketing Donut contributor

How to create a marketing plan that pays for itself{{}}Do you believe the following?

  1. Marketing is a big cost.
  2. We should market to as many people as we possibly can.
  3. We should “get our name out there”.

If you answered yes to these, then it could be that your mind-set is preventing you from effectively marketing your business.

The fact is that you can create an unlimited marketing budget— or a marketing plan that pays for itself — in seven steps. Here’s how:

1. Set measurable marketing objectives

Put a number to it and get as specific as you can about the who, where, what and how.

2. Tightly define your "who"

You don’t need to figure out your target market but rather your target person. Who is the ideal person for you to sell your product to? What does this person like? What are the common problems this person faces? How does this person communicate?

3. Define how you'll solve their problems

You need to step inside your ideal target person's shoes and figure out what their problem is. To help you do this, draw a large box and divide it into four quadrants:

  • Immediate away — their frustrations
  • Immediate towards — their wants
  • Imagined away — their fears
  • Imagined towards — their aspirations

Fill in each box with at least three problems per quadrant.

4. Work out the acquisition costs

Calculate your allowable budget to acquire a client. You do this by taking the price that you're selling your product for and deducting the variable costs involved in producing it. That gross profit then becomes the absolute maximum that you could spend in acquiring your customer.

5. Choose your channel, offer and cost

Your primary focus needs to be on brand activation — every piece of marketing you do should have a clear call to action (CTA) with a strong reason. Now decide how much you're spending and what channel you're using. Use your allowable acquisition costs and compare it to the actual acquisition costs (the conversion rate of that channel).

6. Measure the return on your marketing investment

Measure the actual return from your marketing investment on each channel and campaign. Importantly, find out what the final net position is. Is it positive? If so, then do it again and again and again. You have just created an unlimited marketing budget.

7. Automate your unlimited budget spend

Now that you have found a strategy that works, it's time to systemise it. Use automation tools and train your team so they can maintain the process with minimal input from you.

Copyright © 2014 Shweta Jhajharia, principal coach and founder of The London Coaching Group.

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