Posts Tagged ‘marketing’

Why social media and radio are best friends

Posted on: May 2nd, 2012 by admin-kablooey No Comments

Birds of a feather flock together. The old saying rings very true when it comes to media channels that drive social interaction instead of one way broadcasting. Media channels that have a ‘live’ mechanism to them are inherently channels that can entice and engage its fans/viewers/listeners in a very personal and social manner.

I would agree with the sentiment that radio is social. Let me rephrase this, good radio is social. It uses talk shows, open’s the lines up for conversations with listeners and is a great medium to connect with people in a personal manner.

Social media does the same, arguably with a bit more longevity to the conversations taking place. Through online conversations, that are the catalyst for opening up engagement with followers, social media touches its followers in a very unique and personal fashion.

Social media and radio are two peas in a pod. Social, engaging and exciting.

In my experience, when two social people get together the party just gets bigger and better. The same is true with campaigns, shows and conversations that utilize both radio and social media platforms to meet people.

How to best optimise radio and social media

DJ Fresh on 5FM

DJ Fresh on 5FM

  • Use the live nature of radio to build fanfare
  • Everyone likes a bit of fanfare. It excites us and makes us interested in getting involved in something. The problem is that it normally dies down quickly.

Radio is a great medium to create fanfare for its listeners. I would suggest coupling your radio campaign with social media based calls to action (tweet us, message us on Facebook, etc) in order to introduce your platform to listeners of radio. Once these people get caught up in the excitement they may join your social media channels in order to ‘get involved.’ Opening up the opportunity for you to keep your fans involved in your brand over a longer engagement period than your radio campaign (assuming your content and engagement is useful, interesting and inline with your radio campaign objectives).

Building better brand engagement

In the book “Made to Stick: Why Some Ideas Survive and Others Die” the Heath brothers explain how the human brain works in remembering and idea.

Your brain hosts a truly staggering number of loops. The more hooks an idea has,the better it will cling to memory. Your childhood home has a gazillion hooks in your brain. Your credit card number has one, if it’s lucky.

Using radio and social media will allow you to build deeper brand engagement and more hooks in your customers mind. I think the biggest challenge would be to build a creative campaign that leveraged the live nature of radio and then extended it to a deeper social media engagement that allowed willing customers to spend a lot of time entrenched in the campaign.

Why social media and radio are best friends original posted on our Keynote Speaker - Mike Saunders blog

Why your marketing team needs smaller databases

Posted on: February 28th, 2012 by admin-kablooey 1 Comment

Marketers are always needing to prove the value of the work they do which is a tough challenge because value can be measured in many ways in the marketing world. The increase of brand awareness impacts the number of people who see the brand name, which increases database sizes and results in a more positive brand image….

In almost every circumstance when marketers show the value of their spend it comes down to the cost of the campaigns per person. A one million rand campaign that reaches two million people is judged to be good because it is a cost of fifty cents per person reached.

The problem with this is that the reach doesn’t mean connection, it doesn’t mean trust, it doesn’t mean business. Having worked with small databases of one hundred people at a cost per reach of R500 per person, the result generated R250 000.00 in business. Meaning a profit of  R2000.00 per person in the database.

We do this by creating real person to person connections with people over social networks. It’s these connections that cost more to reach the masses, but deliver a profit with each person reached instead of an expense.

When marketers learn to connect with smaller databases in more meaningful ways then they will successfully build value for the business they work with. Good social media strategists understand that  social media is about connecting people and not distributing content on more channels.

Today a I met with a client who was talking about building a huge database for his business. He felt this would improve his chances of sales. Here are three reasons why this won’t work:

1) You can’t offer specific, meaningful value to large databases 

The bigger the database the broader the interests in that database. The wider the range of needs and the more likely you are contributing to the spam that they are trying so hard to avoid.

2) Big databases provide generalised customer research 

In general people are very similar – they share similar values, ideas, dreams and aspirations. In practice however, we know that people are all very unique. They  react differently to the tone of your brand, the personality of your sales team, and the perceived value that you present to them. We cannot research a group of people in order to sell an individual a product. We need to understand the individual needs and then respond to those.

Our knowledge of the general actions of our customers may lead to interest in our product or service but it is the individual understanding that builds a long lasting engagement.

3) People can only manage a small amount of meaningful connections

People can only have a meaningful connection with about 150 people. This means that every other relationship, whether digital or physical, becomes less meaningful. To create meaningful relationships that turn into value for both parties there needs to be invested interest in each sides of the relationship. These relationships turn into valuable business relationships.

Business to Business Marketing

As you have probably realised this article is geared towards business to business marketing. We need to move away from telling everyone about us, and move toward telling those key people about something that would be very valuable to them and then to  build that relationship.

Bigger means more people will hear about you, smaller could mean more people will buy from you.

Researching the Millennial Mind with @carol_phillips

Posted on: December 6th, 2010 by admin-kablooey 3 Comments

Carol Phillips is someone I follow on Twitter. If you’re looking for insights and great thoughts around Marketing and Generational Theory, then she’s definitely worth following.

This week she uploaded a presentation onto Slide Share titled, ‘Researching the Millennial Mind‘. You can watch the presentation below, or click directly into Slide Share using the two previous links.

Of course it’s not the same as hearing from her directly, but there are some interesting thoughts for Marketers included on some of the slides.

Is your company website your best business to business marketing tool?

Posted on: November 24th, 2010 by admin-kablooey No Comments

Business to Business need lead generation focused websites

Business leaders, in a recent study, cited company websites as the main source of information when looking at a business to business purchase. Company websites were used more than trade magazines, search engines and social media.

The business decision makers are telling us the story that with big purchases they are definitely interested in browsing through a website to find out more about the product they are looking at purchasing. In business to business environments a company website has great potential to add to the sales leads and referrals for your sales team by ensuring that it utilises a strong lead generation strategy.

Interestingly enough, although the decision makers use company websites the most to gather information the decision maker is mainly influenced by word of mouth and social media channels. (more…)

Can losing control online actually benefit your business?

Posted on: November 17th, 2010 by admin-kablooey No Comments

Social media guru’s the world over will tell you that if you want to get into social media do your best not to own your content. This is a difficult concept to understand. Control is all we know. How can something benefit me if I don’t make sure it does?

Well this video from TED shows us just how Greenpeace fought the control battle and lost. They lost the control battle but won the battle that really mattered – SAVING THE WHALES!! (more…)

TIDES of Change: the five trends disrupting business in the next 5 years

Posted on: December 3rd, 2009 by Graeme Codrington 9 Comments

Updated in May 2010

Download a copy of this article in PDF format – right click here. The contents of this article can be presented as a keynote or a workshop for your team. Contact our UK or South African offices to find out how.

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As the world slowly emerges out of recession over the next few years, it will become increasingly clear that this was more than just an economic downturn. Disruptive forces are significantly reshaping the world of work. Some of these changes have been brewing for a decade or more – and now this recession has exacerbated their influence and speeded up their effects. Companies that have survived the downturn need to shift their focus to surviving the upturn. We are not ever going to “get back to normal” – a new normal is emerging for everyone, everywhere.

The most successful companies will be those that find ways to be strategically responsive. To do this, it is important that everyone – at every level of the organisation – has an understanding of the forces that will be shaping the next decade. Some key trends that were already vaguely evident a few years ago have now been catalysed by the downturn, and will fundamentally change the way we work, the rules of the game and the methods by which companies will gain and retain competitive advantage in their industries. When your people understand this, they can contribute meaningfully to your company’s success. You can develop these insights through regular analysis of your environment and strategic conversations throughout your organisation with all of your people. Their understanding will help them buy into your vision and strategies. And it is also essential for problem solving, creativity, innovation and the proactive identification of opportunities and threats in your industry and marketplace.

There are at least five key drivers of disruptive change that every organisation in every industry and sector needs to track. These are the T.I.D.E.S. of change. (It’s a corny acronym, I know, but hopefully it will help with both remembering the framework, as well as making it easy to use on a regular basis in team meetings and informal conversations throughout your organisation). Here then are the key drivers of disruptive change in the next decade, and some questions to ask yourself and your teams as you plan to respond to them: