Consumers are bombarded by a multitude of marketing and advertising. If advertising pushes too hard consumers may not buy. On the other hand, many consumers are impulse buyers. They may see something and decide they want it now. They also have the option of researching a brand in depth to be a more informed consumer and see what others are saying about the brand. A poor review can quickly seal the fate of a brand.
Marketing has shifted for the 21st century – especially in these trying economic times. It needs to meet consumers on their terms. They are being thriftier in how and when they are spending,
One effective way to meet consumers on their terms is what’s called, “Distributed Content.” Adam Kleinberg stated in his article, [1] “It's simply the packaging of brand content or functionality and delivering it to audiences wherever they naturally spend their time… Today, people are more empowered, so perhaps it's time for websites to come to them.”
Instead of just pushing information out to consumers, there needs to be a connection that draws them in. It needs to be on their terms and schedule and also aligns with what they hear from other consumers.
Kleinberg continues, “The key point about content distribution from a user perspective is choice. To have an interaction on someone's own terms means they have to choose you. And nobody really wants to be "friends" with a brand unless they perceive a benefit from it.” There needs to be relevant value to consumers and their lives.
One part of relevant value can be what Kleinberg calls, “Distributed Consumption.” That is, making consumption easily accessible and distributed out to all potential points of consumption.
Banks are a good example – access to your money. Customers also need access to their money at times and places where there may not be an available branch – enter ATMs. They are strategically placed in anticipation of where people may need money without the overhead expense and investment of a building and property.
Remember earlier we talked about consumer’s choice and distributed content. In today’s mobile society we can deliver information and “Specials” (i.e., enticements, promotions and discounts) when and where they live – their cell phones, PDAs and mobile devices. As they are out and about doing their daily business, they may have an impulse for lunch or something they need. If they can easily access your “Special” it may bring them through the door.
[1] http://www.imediaconnection.com/content/21922.asp , Putting your content where it matters.
Wednesday, February 11, 2009
Wednesday, February 4, 2009
Survey - Business Discounts/Promotions
There is a survey at www.InfuseSurvey.com about discounts/promotions offered by business. You are helping to design the model for business in these challenging economic times by answering the questions. All information is anonymous and in no way connected to your personal data. Thank you for your valuable time in helping us to meet the needs and expectations of people.
Please click on the link www.InfuseSurvey.com to take the survey.
Please click on the link www.InfuseSurvey.com to take the survey.
The 90 Second Rule For Email
There are various interpretations of the 90 second rule. One, is that you should not talk for more than 90 seconds when making a sales presentation without asking for a response from the customer.[1] Another is vlogging or video blogging, if someone can’t pay attention to your video for more than 90 seconds because it doesn’t get to a point, you lose them.[2] Yet another for email is, if you can’t take care of it or respond to it in 90 seconds, it gets moved to a file for later response.[3] In some cases it may get left in the inbox clutter and even be forgotten.
This topic is going to specifically address email. In today’s fast-paced world of over-stimulation and more information than any one of us individually can or will ever absorb, there is usually too much to do and not enough time to accomplish all of it. When a person is bombarded with emails, it can all become noise and even the valid emails can be lost because it becomes an overwhelming task to just keep an Inbox clean.
Webpages have quickly evolved from a page that just provided information to much more complex and over stimulating pages with too much information and action. It can sometimes be hard to find what you want and the eye is pulled in so many directions that nothing is seen.
The same has happened to email marketing in many cases. Too much is crammed on a page which when first opened is perceived to take too much time to comprehend. Even though it could possibly be read in less than 90 seconds, the perception is that it is going to take more time than what is available. As a result, it gets filed or left in the clutter for a hopeful return.
The world of email can be divided into three primary categories.
1. That which is relevant to you on a personal level.
2. That which is relevant to you because you have signed up to receive it.
3. Junk or spam mail.
The first two categories can be broken down into six sub-categories.
1. Immediate action/response – 90 seconds or less required.
2. Later action/response – longer than 90 seconds required.
3. Further read and review – will require set aside time to comprehend.
4. Pending – you have responded and are awaiting a response.
5. Reference – filed for later access if something relevant arises.
6. Deleted or forgotten – it doesn’t fit into any of the above.
Successful people have developed a time management system that works for them so they can accomplish the most in their waking hours. At the other end of the spectrum, people don’t have a system and live life without a focus and just react as it comes at them. Either way, applying the 90 second rule can work for all people and bring greater results in getting them to respond.
Taking it a step further, you have 3-5 seconds to initially grab their attention and move them toward an action or response. This is where simplicity is king. It is the billboard concept. You need to capture their attention for a brief moment as they are whizzing by on the freeway of life being bombarded by all other kind of stimuli. After you get their attention, you have 90 seconds or less to get an immediate response or action. Otherwise, you run the risk of getting lost in the clutter.
[1] http://www.joelblock.com/blog/161/the-90-second-rule
[2] http://punkrockhr.com/2008/11/19/90-second-rule-for-vlogs
[3] Newberry, Tom. Success Is Not An Accident, 2007, Tyndale House, Ill., pg 109. He actually uses 100 seconds.
This topic is going to specifically address email. In today’s fast-paced world of over-stimulation and more information than any one of us individually can or will ever absorb, there is usually too much to do and not enough time to accomplish all of it. When a person is bombarded with emails, it can all become noise and even the valid emails can be lost because it becomes an overwhelming task to just keep an Inbox clean.
Webpages have quickly evolved from a page that just provided information to much more complex and over stimulating pages with too much information and action. It can sometimes be hard to find what you want and the eye is pulled in so many directions that nothing is seen.
The same has happened to email marketing in many cases. Too much is crammed on a page which when first opened is perceived to take too much time to comprehend. Even though it could possibly be read in less than 90 seconds, the perception is that it is going to take more time than what is available. As a result, it gets filed or left in the clutter for a hopeful return.
The world of email can be divided into three primary categories.
1. That which is relevant to you on a personal level.
2. That which is relevant to you because you have signed up to receive it.
3. Junk or spam mail.
The first two categories can be broken down into six sub-categories.
1. Immediate action/response – 90 seconds or less required.
2. Later action/response – longer than 90 seconds required.
3. Further read and review – will require set aside time to comprehend.
4. Pending – you have responded and are awaiting a response.
5. Reference – filed for later access if something relevant arises.
6. Deleted or forgotten – it doesn’t fit into any of the above.
Successful people have developed a time management system that works for them so they can accomplish the most in their waking hours. At the other end of the spectrum, people don’t have a system and live life without a focus and just react as it comes at them. Either way, applying the 90 second rule can work for all people and bring greater results in getting them to respond.
Taking it a step further, you have 3-5 seconds to initially grab their attention and move them toward an action or response. This is where simplicity is king. It is the billboard concept. You need to capture their attention for a brief moment as they are whizzing by on the freeway of life being bombarded by all other kind of stimuli. After you get their attention, you have 90 seconds or less to get an immediate response or action. Otherwise, you run the risk of getting lost in the clutter.
[1] http://www.joelblock.com/blog/161/the-90-second-rule
[2] http://punkrockhr.com/2008/11/19/90-second-rule-for-vlogs
[3] Newberry, Tom. Success Is Not An Accident, 2007, Tyndale House, Ill., pg 109. He actually uses 100 seconds.
Niche Marketing Opportunity
A niche market by definition is a distinct segment of a market.[1] It is also known as a focused targetable portion (subset) of a market.[2] Wickipedia etymology for the term niche states, “When used in business the term implies a situation or an activity perfectly suited to a person or a given type of personality.”
Each of us exists and consumes in mainstream society, but we also coexist within our niches. That is to say, we each have our personal interests we pursue while still consuming within the greater whole of society. Therefore, one should not discount the fact we are all potential customers in the many niches of our own personal world.
Previous to our current economic times, niche marketing did not provide as big a return and as a result was oftentimes overlooked. Economies of scale[3] in targeting mainstream provided a higher percentage of revenue, which in turn resulted in a higher return on investment and overall dividend to stockholders.
The formulas for marketing to mainstream have been defined to predict the highest return while benefiting from economies of scale. When it comes to niche markets, economies of scale do not exist and the associated marketing costs are higher resulting in a lower return. This, in the past, has driven businesses to focus primarily on mainstream and trying to maximize profits; and as a result, niche marketing was not pursued.
Even though the proportional return may be lower; niche markets, when collectively added together can enhance the bottom line. In these challenging economic times it is worthwhile to pursue each potential revenue stream providing there is a way to effectively target market within the niches.
The key in niche marketing is speaking to them in their terms and lingo, rather than using the one size fits all catch phrases, pictures and graphics. It is taking an existing product or service which they previously identified as “not for them” and showing them how it can meet their needs.
Drilling down and realizing that people are passionate about their niche, there is an opportunity to develop a relationship with them and close a sale because you meet them on their terms, in their time speaking to their needs. It is worthwhile to accept a lower return, diversify the revenue streams and collectively improve the bottom line. But, it requires providing multiple messages that speak to individuals and smaller groups of people rather than only the general mainstream population.
[1] Random House Dictionary and Dictionary.com
[2] Wickipedia.org, Niche
[3] Dictionary.com, Economies of Scale, “The decrease in unit cost of a product or service resulting from large-scale operations, as in mass production.”
Each of us exists and consumes in mainstream society, but we also coexist within our niches. That is to say, we each have our personal interests we pursue while still consuming within the greater whole of society. Therefore, one should not discount the fact we are all potential customers in the many niches of our own personal world.
Previous to our current economic times, niche marketing did not provide as big a return and as a result was oftentimes overlooked. Economies of scale[3] in targeting mainstream provided a higher percentage of revenue, which in turn resulted in a higher return on investment and overall dividend to stockholders.
The formulas for marketing to mainstream have been defined to predict the highest return while benefiting from economies of scale. When it comes to niche markets, economies of scale do not exist and the associated marketing costs are higher resulting in a lower return. This, in the past, has driven businesses to focus primarily on mainstream and trying to maximize profits; and as a result, niche marketing was not pursued.
Even though the proportional return may be lower; niche markets, when collectively added together can enhance the bottom line. In these challenging economic times it is worthwhile to pursue each potential revenue stream providing there is a way to effectively target market within the niches.
The key in niche marketing is speaking to them in their terms and lingo, rather than using the one size fits all catch phrases, pictures and graphics. It is taking an existing product or service which they previously identified as “not for them” and showing them how it can meet their needs.
Drilling down and realizing that people are passionate about their niche, there is an opportunity to develop a relationship with them and close a sale because you meet them on their terms, in their time speaking to their needs. It is worthwhile to accept a lower return, diversify the revenue streams and collectively improve the bottom line. But, it requires providing multiple messages that speak to individuals and smaller groups of people rather than only the general mainstream population.
[1] Random House Dictionary and Dictionary.com
[2] Wickipedia.org, Niche
[3] Dictionary.com, Economies of Scale, “The decrease in unit cost of a product or service resulting from large-scale operations, as in mass production.”
Tuesday, February 3, 2009
Getting The Message To Our Fast-Paced and Mobile Society
In a world of over-stimulation, an over abundance of choices and an excess of information, a message can get lost in the clutter or quickly deleted without being viewed. Throw in the mobility of our society and the desire for information at our fingertips; even the computer can take a backseat to the cell phone, PDA and mobile device. It is a dichotomy of people wanting it now and yet an attitude of don’t invade my world.
The following data shows just how overwhelming our advertising world can be and the negative affect it can have.
• 65% of consumers feel "constantly bombarded with too much advertising"• 69% are "interested in products or services that would help skip or block marketing"• 54% "avoid buying products that overwhelm with advertising and marketing"[1]
We need a new model if we want to effectively reach consumers. Rather than bombarding them with messages trying to get their attention to buy, it is about creating a message they seek. It is having something they want that meets their needs on their schedule. It is doing a 180 and enticing the consumer to find us. When they come looking they are more receptive to our message and it needs to have relevance and simplicity to quickly capture their attention.
Let’s use the analogy of driving down the freeway. There are multiple stimuli that require our attention in order to successfully navigate the roadways without crashing. Billboards are strategically placed along these roadways to catch our attention and the message is simple enough to be absorbed in a few moments as we go whizzing by. In this case, simple is king and it elicits a response of no interest, slight interest and gets filed in the back of the mind or a high interest to find out more.
The takeaway from this is to think billboard when designing emails or even webpages. People’s lives are whizzing by on the freeway of life. You only have a few moments to capture their attention while they are being bombarded by a whole lot of other stimuli.
[1] http://blog.hubspot.com/blog/tabid/6307/bid/1981/Our-Society-s-Growing-ADD-and-Multitasking-Implications-for-B2B-Marketing.aspx
The following data shows just how overwhelming our advertising world can be and the negative affect it can have.
• 65% of consumers feel "constantly bombarded with too much advertising"• 69% are "interested in products or services that would help skip or block marketing"• 54% "avoid buying products that overwhelm with advertising and marketing"[1]
We need a new model if we want to effectively reach consumers. Rather than bombarding them with messages trying to get their attention to buy, it is about creating a message they seek. It is having something they want that meets their needs on their schedule. It is doing a 180 and enticing the consumer to find us. When they come looking they are more receptive to our message and it needs to have relevance and simplicity to quickly capture their attention.
Let’s use the analogy of driving down the freeway. There are multiple stimuli that require our attention in order to successfully navigate the roadways without crashing. Billboards are strategically placed along these roadways to catch our attention and the message is simple enough to be absorbed in a few moments as we go whizzing by. In this case, simple is king and it elicits a response of no interest, slight interest and gets filed in the back of the mind or a high interest to find out more.
The takeaway from this is to think billboard when designing emails or even webpages. People’s lives are whizzing by on the freeway of life. You only have a few moments to capture their attention while they are being bombarded by a whole lot of other stimuli.
[1] http://blog.hubspot.com/blog/tabid/6307/bid/1981/Our-Society-s-Growing-ADD-and-Multitasking-Implications-for-B2B-Marketing.aspx
Wednesday, January 28, 2009
Survey Evaluation – Maslow’s Model
See previous blog post below for specific data.
For both the initial question and the revised question, the basic physical needs were either indicated by the data or accounted for in the details of the question. This would tell us that Maslow’s model is correct at the lowest level. However after that, there seems to be a departure.
Family and friends (Maslow’s third level) is the second highest response with shelter and job (Maslow’s second level) having fewer responses. If we are to follow Maslow’s model, one would expect shelter and economic security/job to be the second highest response. So what does this tell us?
After the basics of sustaining life, people need people. They need to feel they are a part of some social structure/community. It isn’t just being a member of some group. It is at a level of close association where they have a biological kinship or common relationship/interest to each other. It is based in a sense of value and worth to someone else. This directly represents level four, Esteem, in the model.
It would appear that people are simultaneously functioning on multiple levels. They may not have all they need regarding economic security or even food and shelter, but they need to belong to some social structure. At any given time, it is a function of what are their immediate priorities; and on the other hand through fellowship with others, where to obtain strength to deal with the situation or get a break from the challenges that surround them.
If we look back on natural disasters or war, many people lose their homes, belongings and jobs (economic security). For those people who survive the initial impact, their first priority becomes one of sustaining life and the basics. If there is no one else around, they will seek shelter while simultaneously trying to find other survivors with whom to connect. Even the homeless seek shelter whether it is a tent, bridge underpass or something as simple as a lean to. They will also seek out other people in order to be part of some social community.
One consideration to this general concept of belonging, is that most people will seek out like kinds of people. The old saying, “misery loves company” basically demonstrates if someone is feeling bad, he/she wants someone to share in the same level of bad feeling. To extend this idea both directions, people want to share their experience with someone else – good or bad.
It is about having a support structure of people who can empathize with the situation. There is a level of security knowing a person doesn’t have to “go it alone,” when things are tough and a desire to share in an experience when things are going well.
For those who need to compartmentalize things, Maslow’s hierarchy provides a functional model. However based on the responses and with some inference, human beings function simultaneously on multiple levels. Each of the levels is intertwined with a dominant level coming to the forefront at any given time depending on immediate priorities. It is not a case of completely achieving one level before moving to the next higher level.
For both the initial question and the revised question, the basic physical needs were either indicated by the data or accounted for in the details of the question. This would tell us that Maslow’s model is correct at the lowest level. However after that, there seems to be a departure.
Family and friends (Maslow’s third level) is the second highest response with shelter and job (Maslow’s second level) having fewer responses. If we are to follow Maslow’s model, one would expect shelter and economic security/job to be the second highest response. So what does this tell us?
After the basics of sustaining life, people need people. They need to feel they are a part of some social structure/community. It isn’t just being a member of some group. It is at a level of close association where they have a biological kinship or common relationship/interest to each other. It is based in a sense of value and worth to someone else. This directly represents level four, Esteem, in the model.
It would appear that people are simultaneously functioning on multiple levels. They may not have all they need regarding economic security or even food and shelter, but they need to belong to some social structure. At any given time, it is a function of what are their immediate priorities; and on the other hand through fellowship with others, where to obtain strength to deal with the situation or get a break from the challenges that surround them.
If we look back on natural disasters or war, many people lose their homes, belongings and jobs (economic security). For those people who survive the initial impact, their first priority becomes one of sustaining life and the basics. If there is no one else around, they will seek shelter while simultaneously trying to find other survivors with whom to connect. Even the homeless seek shelter whether it is a tent, bridge underpass or something as simple as a lean to. They will also seek out other people in order to be part of some social community.
One consideration to this general concept of belonging, is that most people will seek out like kinds of people. The old saying, “misery loves company” basically demonstrates if someone is feeling bad, he/she wants someone to share in the same level of bad feeling. To extend this idea both directions, people want to share their experience with someone else – good or bad.
It is about having a support structure of people who can empathize with the situation. There is a level of security knowing a person doesn’t have to “go it alone,” when things are tough and a desire to share in an experience when things are going well.
For those who need to compartmentalize things, Maslow’s hierarchy provides a functional model. However based on the responses and with some inference, human beings function simultaneously on multiple levels. Each of the levels is intertwined with a dominant level coming to the forefront at any given time depending on immediate priorities. It is not a case of completely achieving one level before moving to the next higher level.
Maslow’s Model – Preliminary Survey Results
An online unscientific survey was administered through www.InfuseSurvey.com gathering data on what are the three most important things to people in these challenging economic times. It was also stated that the data will be used for an article focusing on what business can do to meet people’s needs.
For the purposes of data evaluation, each person had three choices and three items were recorded. The data below represents each choice of the three being registered as an individual entry. (e.g., three people with three choices equal nine data entries.) Therefore, each person had three opportunities to identify at least one of the basic physical needs.
The question was initially asked without any indication of the basic needs to see if people followed Maslow’s model. With no additional information or direction, the following data was recorded:
18% Basics of Food/Water/Air
18% Family/Friends
8% Shelter
8% God/Church/Religion
8% Job
40% Other – One-off items combined
The question was then revised to include the following: “After food, water and air, I can’t live without…?” The following data is independent of the first data.
17% Family/Friends
12% God/Church/Religion
8% Shelter
6% Computer/Internet
57% Other – One-off items combined
Further evaluation will follow. I welcome your comments. Thank you for your interest and input.
For the purposes of data evaluation, each person had three choices and three items were recorded. The data below represents each choice of the three being registered as an individual entry. (e.g., three people with three choices equal nine data entries.) Therefore, each person had three opportunities to identify at least one of the basic physical needs.
The question was initially asked without any indication of the basic needs to see if people followed Maslow’s model. With no additional information or direction, the following data was recorded:
18% Basics of Food/Water/Air
18% Family/Friends
8% Shelter
8% God/Church/Religion
8% Job
40% Other – One-off items combined
The question was then revised to include the following: “After food, water and air, I can’t live without…?” The following data is independent of the first data.
17% Family/Friends
12% God/Church/Religion
8% Shelter
6% Computer/Internet
57% Other – One-off items combined
Further evaluation will follow. I welcome your comments. Thank you for your interest and input.
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