How can a marketer recruit advocates to a new product? It is far from easy. For most new products it is hard enough persuading consumers to notice the product, let alone try it, become loyal to it or start recommending it to friends and family.
The brand ignorance problem is often seen as an offline marketing issue. However, it’s even more of a challenge online. The sheer volume of content makes it more difficult to catch that all-important few seconds of the consumer’s attention.
There’s only a fleeting moment when a shopper notices a new product in amongst the familiar ones on the shelf, or on their screen. It’s an opportunity to make or break a fledgling business – that magical moment when a shopper reaches out. New products and their marketers have three vital jobs to do if they want to use that opportunity well.
Sunbites, a healthy snack, had high repeat purchase rates but the packaging was entirely focused on the wholegrain content of the product and that was putting off new customers who wanted a healthy snack that tasted good. It was not achieving credible shelf stand-out.
Changing the packaging and using language to reflect just how tasty, light and enjoyable Sunbites are had an almost immediate impact. Nielsen sales data revealed a 26% uplift in sales for the first three months. This was no short-term spike. Sales of Sunbites have risen from £8m before the rebrand to more than £40m now. But this success began by getting noticed on shelf.
Getting noticed is not the same as being bought. A brand can stand out on shelf for all the wrong reasons and if it incites indifference or even revulsion it is not going to succeed. It must be desirable enough for the shopper to pick it up and put it in the basket.
This can be done in a number of ways. Brands need to think carefully about the best on-pack visuals – product imagery, colours, logo and so on – as well as the copy they use to describe themselves. What product attributes do they want to convey? What tone do they want to adopt?
Sometimes there is a simple solution. Take Higgidy Pies, for example, which had built a £500,000 turnover selling its premium pies into deli counters and multiples such as Eat. In 2006, it gained a listing in Sainsburys and as a result, it redesigned its packaging introducing a window so shoppers could see the pies.
This not only shows the quality of the product but it is an approach that is unique in the sector. Ultimately, the Higgidy brand promises pies that are as good as you would make for your own family. The window was the vehicle to convey the desirability of the product. Sales grew so that the company now turns over more than £20m and has just doubled its production capacity.
People love stories. We love hearing them and we love sharing them. If your brand gives people a story they can pass on to their friends and family then it is well on its way to creating brand advocates.
David Holliday and Oliver Shute set up their company in 2011 selling soups, stocks and pasta sauces made from wild game. They knew they were tapping into a growing food movement. But by 2013 it became clear that their brand and design was only reaching people who already eat game. The “Country Life” visuals and copy were, in the magical moment it takes to convert shoppers, alienating the affluent urban experimenters who don’t currently eat wild game but would if they knew about it.
So, the first change was to insert “and” into the name. “David Oliver” sounded too formal and staid. “David & Oliver” brought the brand back down to earth. Splitting the name also allowed the introduction of the two characters, the embodiment of the brand. The logo, now full of life, tells the story of David and Oliver. It excites the customer, portraying exactly where the ingredients have come from and are going to.
Again, this investment in branding paid off. David & Oliver is now listed in Waitrose, it is adding ready meals to the range and is expanding into France and Belgium.
Most importantly, it now has a small army of brand advocates up and down the country who are enthusiastically retelling the story of David and Oliver, two entrepreneurs who dared to do something different. The product, just like Sunbites and Higgidy Pies, has succeeded in that vital moment.
Copyright © 2014 Adrian Collins is managing director of Ziggurat Brands, an identity and innovation consultancy.
So you’ve made sure your business has a page on Facebook and you’re posting regularly – but are you using it to its best effect? And did you know that visual content is five times more effective in engaging followers or random visitors who have chanced upon your page? Whether it’s a photograph or video, images add impact and communicate immediately.
But before you start worrying about how to generate all this exciting visual content, let me reassure you that you don’t necessarily have to do that much. Social media sites are all about communities, so you can ask your customers to contribute to your Facebook page by posting photographs and videos that are relevant to your brand.
It’s the ultimate endorsement strategy – the customer who is happy to post a wedding photograph thanking your for the cake stand they bought from your online shop is, in essence, telling all their Facebook friends and your Facebook followers that yours is a great shop and you’ve just made a bride very happy. People like that.
This will also drive more organic sharing and increased traffic to your website as well as your Facebook page. Empower your followers to share their images and more will follow.
Smartphones and tablets have made it even easier to share a moment – think back to our hypothetical bride, she has a million things to do on the day, but a simple snap of her wedding cake on your cake stand is effortless to upload.
It’s important to remember to respond to any content that is added. Maybe that bride was let down at the last minute and you saved the day – a few words to say how delighted you were to have helped shows that you care about your customers and the service you provide.
Here’s another idea: ask customers to show how they’re using a particular product. Introduce a hashtag so it’s easy to share on Twitter too. But don’t forget to check that no-one else is using that hashtag on other social media sites such as Pinterest and Instagram.
Don’t leave everything to your followers. Listen to what they’re saying and notice which posts they are sharing – in short, discover what engages them and then follow their lead and give them more on the same theme.
Images also provide an opportunity to show a different side to your business – a behind-the-scenes moment or a “this is how we did it” movie (Twitter Vine is great for this) that gives real insight into what you do and, importantly, your love for it.
Is your brand image working for you?
Many logos were designed in the pre-digital age, with the simple aim of looking great in print. If your logo was created in the days of brochure-style flat websites, before the incarnation of social media, the chances are it could do with a refresh. Take a step back to see yourselves as others see you and make the changes you need to bring back the magic.
What are you trying to show your customers? Choose a style that reflects the tone and feel of your business – its personality. Look at content, colour, font, imagery and texture and check if there is anything similar already out there. Your need a brand that gets people interested and makes you stand out for all the right reasons.
Your branding needs to translate seamlessly across your traditional marketing, digital marketing and social media platforms. Getting the right mix of where, when and how to position your new branding is critical. The trick is to develop a multi-dimensional icon to give maximum impact and flexibility. Today’s rich media formats offer great new opportunities for animation and sound – so get creative.
Don’t just come up with ideas yourself. Ask others what they think and make sure you get honest, unbiased feedback. Start with your customers and staff but ensure you ask the opinion of those unfamiliar with your business too.
You need to be noticed so let your ideas run free. Create an image that will lift you above the sea of icons in digital marketing and on social media; that will also boost your message in print. There is a fine line between standing out and not dating your look so avoid anything too “now” that will very soon need refreshing.
Your customers are highly mobile, accessing their information on a range of devices in all kinds of locations so test every element of your new identity to make sure it works well across platforms.
Creating a list of everywhere your logo appears is a daunting task. Start gathering this sooner rather than later to make sure you don’t miss anything.
While you’d love a clean handover, be realistic and accept that as a small business, unless you are working with unlimited resources and are prepared to waste materials (which is unlikely), there will be the odd mismatch in your marketing materials during the phasing-in period. To keep costs and waste down, only print what you are likely to need in the run-up to the changeover.
A new look doesn’t have to tie with a particular event but if it does there is all the more opportunity to shout about it. Think about the time and place that is likely to create the most impact.
There are pros and cons of each and many small businesses simply don’t have the expertise in-house. Choose the best route for you but either way set a clear budget as developing a new brand can become a time-consuming, costly business.
Copyright © 2014 Sally Barrett Spring, head of creative at Moneypenny.
What factors help a customer to buy?
There are a wide variety of things that influence a purchase decision – budget, timing and personal psychology to name a few; but there is one fundamental factor that brings all these influences together – value.
Value is a subjective perception created through a blend of need, price and the belief that one product is better than another. Good value is seen as a high quality solution which meets all of a customer’s needs at a reasonable price.
Here’s how need, price and belief play into a perception of value:
I see a pair of hiking boots on offer and I recognise the brand; but the fact that I don’t go hiking means that I won’t value them highly.
Some marketing works to convince the consumer that they have a need. For example, if I’d read an article explaining how hiking boots improved posture, helped stimulate blood flow and were good for your feet, then by the time I saw the boots I may have developed a “need” for them.
Grooming potential customers this way is an excellent way of enhancing the perceived value for your product or service and can help you break into new markets.
Set your price point as high as you can; this helps to enhance the perceived value of your product.
A big mistake is to slash prices. This can work, particularly when it comes to more exclusive discounts, but offering a huge discount lowers the perceived value of the product. Who is going to pay “full price” for a sofa at DFS when most of the year they are offering 50% off?
The price point will often lead customers to believe one product is better than another. However, people will not be willing to pay a higher price if they do not believe in the product; the two factors work in tandem.
Belief is about your brand, your marketing and their knowledge of the product range. It is what 80% of your marketing budget helps to create. And it is the one area over which you have the most control.
So how do you go about creating this belief in your product or service?
There is no single method, but there is a core concept: “Tell me and I’ll forget, show me and I’ll remember, involve me and I will understand.”
People may forget the specifics but they will be primed to receive your brand, and priming can be important in establishing credibility.
For example, you conduct a PR campaign where you write thought-provoking articles relating to your product or service. In the article you describe the problem (establish a need), drop some hints as to a solution (brand priming) and get it featured in an established trade magazine (credibility).
Visual memory is more powerful for most people than verbal memory, particularly when “show me” still involves some verbal explanation – “show and tell”. Exhibitions and trade shows are great for this.
"Involving" your prospect creates an experience that uses all three types of memory/learning: verbal, visual and kinesthetic (touching and using) to create an almost unbreakable belief in your product. If you are there to tell the prospect the benefits, you can create a need. At the same time you show how the product or service meets those needs visually. Then, the final step, you let the prospect try with the product, get them involved in using it and create an experience.
Creating a complete and immersive experience of your product or service increases recall, generates belief in the product and, in the end, turns prospective customers into brand ambassadors. You aren’t as likely to share the fact that you saw some new product, but you will want to tell people what you just tried out - experiences are made to be shared.
Copyright © 2014 Richard Edwards, director of event and customer experience specialist Quatreus.
Businesses spend a lot of time and money on marketing with the aim of attracting more clients and selling more products.
So why do so many of them make it so hard for people to buy? Are you guilty of ensuring a prospect won’t buy from you?
These are the three most common reasons a potential client won’t buy from you:
What business are you in, where is your expertise and why should I work with you? Are you offering tangential products or services that make you look unfocused or desperate for money?
When a potential client visits your website or reads your personal profile what does it say about you? Are you expert in one thing or do you appear a master of none?
How many times have you heard the sentence “I will get XYZ to call you back” or “I will get that in the post for you” and nothing happens?
These minor irritations really can damage your business. Not only do you annoy a customer that wants to do business with you, but you also create a story for the complainer to share with their friends (your potential future clients).
Annoy your potential customers and you are wasting their time and losing yourself a future client.
This is the biggest sin of all. They want to spend money with you – help them, don’t hinder them.
Do you have clear instructions on how to buy or how to pay? Do you have payment options like Paypal, WorldPay, Sage, send a cheque, make a bank transfer or any other appropriate options for your target client? Older clients often prefer to call a human and make a payment by phone. What about payment options such as staged payments for higher value goods or monthly direct debits?
Whatever business you are in, getting money from clients quickly and easily is crucial to the lifeblood of your business.
The solution is simple; read your website and marketing material as if you were a customer. How easy is it to understand, is it jargon free, consistent and clear? Once the client knows what you do, can they place an order or ask a question easily?
If not, you may find your competitors are helping themselves to money from your clients’ purses.
We are often asked how often businesses should post content online. It’s a tricky issue.
There is a fine line between appearing too spammy on the one hand and positioning yourself as a helpful expert in your field on the other. Each platform has its own “rules” when it comes to the frequency of posts. These have evolved and been developed by those who use the platforms regularly.
Here’s what we have found works best in terms of frequency of posting:
Post once a day from your personal account and company page as a maximum. Sharing interesting and relevant content will position you as an industry expert and give people a reason to connect with you. However, be careful about posting within groups; anything that’s too self-promotional will get moved or removed. Don’t be seen as a spammer and post too often. Not only is this highly annoying, but people will start to wonder what you do as a day job as you’ve clearly got too much time on your hands! Be selective about what you’re posting and ensure your messages are consistent.
Posting up to five tweets per day is quite acceptable – include retweets in this count. Don’t send inane tweets; if you have nothing to say then don’t force it, there’s nothing worse then someone who shares every aspect of their day with their Twitter following.
However, if you’re a content provider then you may have many more tweets to send out. If these are relevant and informative and if you’ve got the content, then tweet away to your heart’s content. You can also break your content down into different points, allowing you to share the same article with a slightly different angle. Post these at different times of the day and ensure you include the relevant link.
You could also consider the following:
Post once a day from your company Facebook page, otherwise people begin to switch off. Ensure you use images and links to make your posts more engaging – Facebook is a very visual platform. People see hundreds of bland posts on their home feed so make sure you offer a call to action to encourage people to interact.
We’re still unsure on Google+ as an engaging social platform. However, to drive traffic to your website and show up in Google searches you need to be sharing your content on here. Post once a day from your company Google+ page – any more and people start to switch off.
Copyright © 2014 Emma Pauw is social media writer at We Talk Social/a>.