Recent media reports have commented that despite its long list of awards, the campaign hasn't increased traffic numbers.
This is shortsighted. The environment in which businesses (including tourism) operate is impacted by many factors. The Global Financial Crisis, cited as the worst economic downturn for a century and from which we are only just emerging, has been of particular influence to potential visitors.
The effect of marketing is cumulative. It is not a tap to turn on and off. The best marketing results are gained when companies commit to a focussed, long term consistent effort. Switching off marketing activity - particularly in tough times - gives competitors still marketing an edge; and means substantial future investment in catch up to reestablish the brand, awareness and win back customers lost from ceasing communication with them.
The marketing investment such as TQ's campaign will bring returns in the longer term. The campaign now enters a new phase to capitalise upon the massive publicity and convert interest to sales. It is the long term, consistent effort which will reap rewards.
Rather than only assessing sales (via traffic numbers), the question should also be - what would have happened if no campaign had run? What would the traffic figures been like then?
The Tipping Point as Malcolm Gladwell describes – and as author Iggy Pintado notes in his book Connection Generation – is ‘the moment of critical mass, the threshold, the boiling point.’
That point – says Iggy was October 13, 1994 – 15 years ago today – with the publiclaunch of the Netscape Navigator Web browser, providing accessto the wealth of information available on the World Wide Web.Google’s subsequent introduction extended access to that information by enabling specific word and phrase search.
These changes have transformed marketing and business today. A website is the ultimate cost effective marketing tool, extending market reach for businesses, providing a platform to build relationships with customers, brand awareness and communication.
However, although most Australian businesses are online - a little more than half have a website. If your customers are online then you definitely should be. 25% of the world’s population or more than 1.6 billion people are linked to the web.And two thirds of Australian households are now online, making a website, a a key marketing tool, and fundamental to business today.
Netscape is no longer with us. The popularity of Microsoft Internet Explorer and subsequent other browsers, led to its demise - with development ceased in late 2007 and cancellation of technical support in March 2008. It's legacy though is certain to live on.
I have a confession to make. In the world of social media I came to LinkedIn rather late. I've heard LinkedIn described as the 'buttoned down, suited up version' of social media and after working for more than 20 years in corporate environments - was keen to pursue what I felt were more innovative and relaxed forms.
Facebook, Twitter, blogging and LinkedIn are just a few of the social media platforms and as discussed previously, facilitate strategic marketing by enabling engagement with customers in one on one conversations, listening and authenticity. It's all about building relationships. And LinkedIn fosters those - in spades.
* LinkedIn has over 47 million members in over 200 countries and territories around the world.
* A new member joins LinkedIn approximately every second, and about half of all members are from outside the U.S.
*Executives from all Fortune 500 companies are LinkedIn members
Yes it is a slightly more serious form - you post your professional background/resume as a profile and can request recommendations from those with or for whom you’ve worked. But this is just the start - it is so much more! For a Business to Business marketing tool - LinkedIn can be really useful. The following are just five features of LinkedIn relevant to growing your business.
1. Networking
LinkedIn is fantastic way to follow up those connections made at networking events. Instead of forwarding the 'it was nice to meet you' emails, you can connect via LinkedIn and in the process still send a message. The person with whom you’re connecting will immediately receive your background and profile.
2. Research
LinkedIn has tools enabling to search and identify companies within an industry and location. Extremely useful!
3. Brand Personality
Linked n enables you to connect your twitter and blog feeds. You can attach documents and presentations - and even provide book reviews which provide further insight into you and your brand.
4. Groups
Joining groups of interest on LinkedIn provides a wonderful way to network, expand contacts and cultivate useful information.
5. SEO
Being active on LinkedIn will also help your SEO. You can include your website details on your profile.
So don't be a late LinkedIn bloomer. Start lovin' LinkedIn now. Your business will be glad you did!
Kraft has reportedly announced that they will be withdrawing the name and have elected that Australia will choose another name. They insist it was not a publicity stunt.
Social media is the new weapon in an organisation’s marketing communication arsenal. Increasingly social media is being harnessed to engage communities, increase awareness and in the case of not for profits, attract funds, affecting change and ultimately making a difference.
The 12for12K Challenge was founded late last year by Danny Brown, a Scot, now residing in Canada.Danny established the charity after some reflection about the degree of true connectedness in the world today.One Sunday afternoon, whilst visiting a food court, Danny spotted an elderly woman wearing a wedding ring, eating alone. Despite being active in social media where it is customary to strike up conversations with strangers, on this occasion, Danny didn’t. He later felt he had missed an opportunity to reach out. You can read Danny's original post here. In an age of supposed connectedness,Danny wanted to actively use the power of social media to reach out and help others.
The 12for12k Challenge represents Hope - Change - Belief and uses social media to raise awareness and funds to change the lives of millions worldwide. The 12for12K Challenge supports a different charity each month:12 charities, 12 months, aiming to raise $12,000 per charity.Charities with administration costs of 10% or less and openly available financial records, are chosen by collective vote from supporters.
Danny explains: “We look at all the suggestions and see which fit our criteria first - operating costs, long term change etc,” he says. “Then we see which can help the most people or needs the most support from us.Our goal is to be the voice of the voiceless, some need us more than others in that respect.” he says.
All work for 12for12K is undertaken voluntarily – with no money being taken for administration. Donations are made by PayPal or credit card online directly to that month’s charity, eliminating third parties.
A large and growing membership
The 12for12K support base has grown significantly since its inception. In less than 12 months, almost 2,500 people have subscribed to the blog, more than 600 joined the 12for12K Facebook page and 500 the email list, in addition to countless Twitter supporters and hashtag users.30 official blog partnerships have also been established.
The support base is truly international withUS, Canada, UK, Australia Japan France, German, South America, Sweden, Italy and New Zealand just a few of the countries represented.
Charities Assisted
To date the organization has raised more than $50,000 US and supported more than eight charities.
“While this is short of our goal, its stilla terrific amount for us” says Danny “and I’m incredibly proud and humbled by our supporters.’ He says.
The positive impact extends beyond the month of support. The increased awareness of chosen charities achieved from the 12for12K support encourages a continue flow of donations over the longer term.
“ We are simply a call to action for the charities.” Danny says. “ This is why all donations go directly to the charity itself as opposed through 12for12K accounts’
What’s Next?
In March next year, Danny hopes to chat about global consciousness at the South by South West Film & Interactive, a conference which attracts approximately 17,000 attendees. He is also aiming to bring a local focus to the global connections achieved via social media next year.
“One of our members Jon Aston coined the phrase Connect Globally:Think Locally," says Danny. "I have a ton of ideas about how to empower 12for12K locally so you can really make a difference where you live, no matter where in the world you are.'
Exciting times ahead – for sure – all enabled by the connection that our 21st century technology and social media provide.
For further information or to join click here: 12for12K Follow on Twitter
Follows are some links for further background.
PS C’mon Aussies .. we’ll be rallying the troops in the months ahead and will be providing more information about local charities and causes for our support, providing information how such support can be linked to your corporate social responsibility activities.
Work life balance attracts much comment and various perspectives. Although not strictly a strategic marketing issue, it impacts the types of products and services we provide, how we provide them and management of relationships surrounding our businesses. In harmonizing our lives, strategic planning processes can also be useful.
Ruth Ostrow’s perspective is that working long hours is no longer a sin. In her recent article The love that now dares speak its name, The Australian 17 July 2007 Ruth states that an increasing use of the new term 'workophile' signifies that being addicted to your job is now accepted. Working long hours can have positive effects. Ruth cites research claiming that working long hours diminishes the probability of divorce; and theycontribute to happy homes via satisfied individuals who derive meaning and sustenance from their work.
Author & Y&R Brands CEO Nigel Marsh is of a different opinion. In discussing his new book ‘Overworked and Underlaid’, The Australian, 18 July 2007, Nigel said that although hard work is a 'noble thing', working 80 hour weeks strained his marriage and distanced him from his young family.
These sentiments were echoed by author Andrew Griffiths who, in the same article, spoke of how developing bad work habits caused him to take stock. Andrew reset his priorities and gained better health, relationships and income as a result.
Whilst it is easy to let the importance of work and the gratification of doing a job well take over our lives, perhaps it is a matter for each of us to strike the balance which best suits our own situations. Applying the strategic planning principles can assist.Identifying our vision for the kind of life we want; setting goals and then formulating strategies of how to achieve these goals, blueprints how we want to live our lives and increases likelihood of success.As for all good plans, regularly measuring, reviewing and evaluating our progress, and feeding those insights back into the plan for subsequent action – will also be beneficial.
The following are a few items which crossed my desk this week. Hope you find them useful.I am now off to revisit my own plan after being reminded that I’m writing this on a Saturday!
'TOURISM Queensland has massively outstripped the performance of Tourism Australia's $40million sponsorship of Baz Lurhman's movie Australia, despite being run on a budget of just $1.7m, according to the chairman of Tourism Queensland.
The Best Job in the World advertising campaign set a new record at the Cannes International Advertising Festival last week when it took an unprecedented three Grand Prixs for public relations, direct advertising and cyber websites. .. More on Tourism Queensland award win
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