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?
I am not proud to admit that I spent some considerable time recently cleaning my bulging inbox. Am too embarrassed to admit the exact number, but rest assured a significant number of emails met their cyber maker. As I ploughed through - intensely committed to getting the unwieldy tool organised - I couldn't help but wonder how it got so out of control in the first place.
The process reminded me of editing major papers at university, when a successful afternoon was marked by the elimination of several thousand words. At that time I learnt how useful it was to establish processes and write succinctly at the outset - rather than investing copious amounts of editing time later. The same principle applies to my burgeoning inbox. It would be beneficial in terms of time and computer efficiency if the emails were filed or deleted as they were received, well before my hardworking computer slowed in protest, creeking under their weight.
The adages “Begin with the end in mind” and “Start out how you wish to continue” remind us of this principle and are applicable to business. Yet unfortunately many businesses start up or continue to operate without a plan, only taking action when the business has run into difficulty and adversely affected.
A good marketing plan is a business’s most cost effective marketing tool. It doesn't need to be cumbersome - indeed it can be presented in a page. But like the time invested in bulging inboxes or shearing words in editing a paper, a plan and its consideration of the market, customers and the shaping of your services to suit, will help avoid ad hoc and unnecessary expenditure in mistimed and ill designed business marketing activities.
Strategic planning is a fundamental business process which will increase the chances of business success – and to get it right from the beginning. Like unattended inboxes, doing it now will save time and money later. Very beneficial!
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.
You may have heard that Vegemite announced the name of their new product last weekend. The new cheesy concoction is to be known as 'i Snack 2.0'. The name was suggested by a Perth web designer, in a competition and chosen from more than 40,000 others.
Marketing strategists Al and Laura Ries say the 'birth of a brand is achieved with publicity, not advertising' . The media that has ensued has certainly answered that objective.
It remains to be seen whether the name will remain or indeed is part of some publicity activity of a larger plan. Indeed, doubt still exists as to whether Coke's 1985 introduction and subsequent withdrawl of New Coke, was a publicity stunt.
For any business, the brand name decision is key. It seeks to be memorable, own the category and authentically represent the product's values. ‘i Snack 2.0’ doesn’t seem right . Here are some reasons:
Feels like they're trying to cash in on all things ‘ i ’ to win instant cool.But having an ‘i ’ in front of a product doesn’t make it cool. The product itself has to fulfill that promise. The reason iphones, imacs and ipods are cool, are because they are innovative and functional products which live up to their brand promise.
Is ‘i ’ relevant .. ? The ' i ' doesn't seem relevant here. Apple has ownership of the ‘i ’ categories .. and if they introduced a snack to eat while you are on your Iphone or working on your imac ..it would seem a more natural extension.
The name is a mouthful (sorry - bad pun). From twitter: ‘ Seriously? iSnack 2.0 name 4 new Vegemite.' Do you want jam,Vegemite or iSnack 2.0 on your toast? ;-)..’RT @sammutimer: RT @bonniebullock
An ‘ i’ in front of the product doesn’t necessarily give instant access to a younger audience. Younger audiences are known to be more discerning and wary of marketing messages. Any suspected manipulation or exploitation may in fact turn them away.
And just as it is that not only young people use all things ‘i ’, older people might be interested in this new Vegemite product .. after all we’ve lived and experienced the previous one for a long time!
Ries and Ries propose their 21st law of Immutable Branding as the 'Law of Mortality': ‘No brand will live forever. Euthanasia is often the best solution’.
Further to our post of how social media is being used by non profits using <12for12K example, the following has just been published in Fast Company. Great article. 12for12K mentioned.
"Tweet, Tweet, Ka-Ching: Twitter is Changing the Way Nonprofits Make the Ask
Can non-profits raise awareness, increase membership, and--most critically--“make the ask” successfully on Twitter? Can a 140-character message deliver the visceral wallop of, say, heart-wrenching footage of starving children covered in flies or the sad eyes of a neglected and abused animal? The answer is yes" ...
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.
My favourite Seth Godin blog post this week was a one in which he provided some book recommendations! Definitely worth a read. Original post follows together with the reading list.
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