Archive: March 2009

Maybe some couples therapy is required

You know how when you’re in a relationship, you sometimes just don’t connect with each other? You’re thinking “why don’t they know that their cereal munching is driving me insane?” and the other person is thinking “wow wonder why she’s so grouchy at breakfast”. Wouldn’t it be great if the grouch could just tell the muncher, “look this is what you need to do so that I’ll be all nice at breakfast”.

What does this have to do with marketing? Well, it turns out SMBs are telling marketers how to get their attention, but marketers are just munching away (loudly) on their cereal.

Despite a continued preference among small and medium-sized businesses (SMBs) for receiving information via direct mail and in other traditional ways, major marketers to SMBs are cutting back on these tactics and switching to lower-cost, online marketing to save money.

Or so says Bredin Business Information, who completed two research studies earlier this year, “Marketing to SMBs in 2009″. There’s lots of good info in the studies, reported on today’s Marketing Charts.

How to Build a Better Banner

bbb_blue.jpg

In the last few months, I’ve been reminded (several times) that bringing brand and technology together sometimes means creating marketing materials that funnel people to the web sites and interactive tools we spend so much of our time and energy creating.

More often than not, that means conceptualizing, designing, and building banner advertisements that drive people to these web experiences that we’ve shed blood, sweat, and tears over.

Oftentimes, our banners need to compete with a ton of visual distractions. Capturing an Internet user’s attention has become a big challenge. Thus, you need to incorporate the best-possible banner ad designs to make your ads attractive enough to compete for your target audience’s attention.

Obviously, creativity plays a big role in successful banner advertising. Developing that catchy headline, or just the right balance of colors and photography can go a long way towards effectively reaching your target audience.

But, before you can do any of that, it’s important to remember some of fundamental banner design guidelines.

Things to remember:

  1. What is the objective? Are the banner ads an exercise in Branding or Conversion?
  2. Where are the media placements?
  3. What are the site-specific specifications (e.g. unit size, file size (k-size), frames per second (FPS), and maximum animation length)?
  4. When in doubt, the Interactive Advertising Bureau (iab.net) is a good place to start.

Tips: 

  1. Ask for an action.
  2. Know your audience.
  3. Keep it simple.
  4. Emphasis the benefits, not the features.
  5. Optimize source files in native applications.
  6. Use words that attract or capture an emotion.

Before you know it, you’ll have created very interesting and effective ads that will drive millions of people to interact and experience the web sites that you’ve poured hours of your time and thinking into.

Ode to the end-user

Our colleagues in our digital group have a point-of-view on website usability research, and some innovative thinking on the topic. Check it out here.

Seriously, 1985 called…

During the holiday shopping season we posted about Kmart’s seemingly anachronistic layaway program. Really? Layaway? Would shoppers who have grown accustomed to instant gratification, take-it-home-today, pay-later style consumerism accept this quaint notion of paying for items BEFORE they take them home?

Well it turns out the program was a success. Kmart’s layaway program was a competitive tool, attracting shoppers from stores (like Walmart) who don’t offer layaway. And, Kmart was smart about encouraging layaway customers to make incremental purchases: when customers payed off their layaway contract, they received a coupon book with offers good during January and February 2009. These coupons resulted in upwards of $9 million in incremental revenue! That’s what we call maximizing revenue from your current customers without spending alot of money to do so.

Watch Mark Snyder, Kmart’s CMO, discuss the program in Ad Age’s 3 minute video.

New OpenSource Project - Google Native Client

Late last year, Google announced their intention to create a new technology which would allow a web browser (presumably Chrome) to run native, x86 machine language from the web.  They have recently put out a ‘call to service’ to developers and web enthusiasts to assist in the testing & QA efforts, and ultimately contribute to project.  Obviously, the biggest concern here is security; the ability for a web server to execute native code on your machine is a potential vulnerability.  Microsoft went down this path with Active X in the late 90’s and early 2000’s, and the result was a security disaster.  The hope here is that by virtue of utilizing the open-source model, Google will be able to conquer the same hurdles which buried Active X.

The core of Google’s release is centered around a runtime, a browser plugin, and a set of GCC-based compilation tools.  The idea is that this framework will allow a developer to produce powerful, browser-based applications that can harness the full potential of the client’s CPU, while maintaining portability, neutrality, and security.  This is achieved by incorporating a strict set of rules for writing Native Client modules.  At a high level, these rules specify 1) that all modules meet a set of structural criteria that make it possible to reliably disassemble them into instructions and 2) that modules may not contain certain harmful instruction sequences.  The approach to runtime security is designed around a component called the ‘inner-sandbox’, which prevents unintended interactions between the Native Code module, and the client’s system.  The inner-sandbox uses statistical analysis to detect security defects in an untrusted code-base, and will prevent such code from being executed.

If you are interested in getting involved, please check out the Native Client homepage at http://code.google.com/p/nativeclient/.  This site contains information about how you can help Google, as well as the source code and demo modules for downloading.  In addition, you can check out the Google Code Blog, http://google-code-updates.blogspot.com/2008/12/native-client-technology-for-running.html, for detailed information on the Native Client framework.

To get people to choose, eliminate choices

Peter Bregman had an epiphany about crowd control during a weekend ski trip. The old slow lift was being underused while the new fast lift was drawing too many patrons. The ski resort launched a campaign that logically explained to skiers that their time would be better spent heading to the slow lift when lines are long. But nothing changed…until the fast lift broke down. From the source:

At first, believe it or not, nothing changed. We all stayed in line! After a few moments, a few people, the ones at the back of the long line, began to move over to the F-lift. Others followed. We went begrudgingly. Annoyed. Complaining. But it was our only choice. So we loaded onto the lift.

Bregman went on to relate this experience to business management:

A company wants all their employees to take everything on their personal hard drives (documents, emails, contacts, etc.) and move them onto a single company-wide shared drive. A sales director wants her people working together instead of individually chasing leads. A manager wants his employees to go to each other instead of him when they have problems.

In each case, they face resistance. People prefer inefficiencies they know over improvements they don’t.

Leaders usually respond the way the mountain did — big signs, marketing campaigns, people shouting in megaphones, rational “what’s in it for you” communications. And they usually get the same result: a brief, blank stare and then back to business as usual.

This idea of limited options can easily be applied to almost anything—call it the In-N-Out Burger effect. Limit the menu, quicken the ordering and production process. Check out the full article published on the Harvard School of Business blog.

Power of the people

Recently we were asked for our point of view on using customer testimonials in print advertising.

Our answer:

Follow the best practices of executing customer testimonials to achieve the best results. We posted on this topic a couple of months ago.

If you can’t follow the best practices, well maybe you should back away from the testimonial idea.  Here’s an example of a testimonial that breaks the rules: “Thinking about buying X? You should, X product is great!” -A.B. from Any Town, USA. Guess what the prospect thinks about that? It goes something like this: “What do I care about whether A.B. from Any Town thinks the product is great. If the Queen of England said the product was great, that would be one thing. Or if I know more about A.B., like if she was even real, or what specifically she liked about the product that would be helpful.” Trusts us, we executed some consumer research on this topic and there is rampant skepticism that the testimonials were  real, and this type of testimonial didn’t sway prospects in their purchase decision one iota.

Aren’t customer testimonials in print kind of old-fashioned, what with the web and all? Our take-away from our research is this: when reviews are featured in print marketing, they are less believable than when they are featured on a user review site on the web (even if it is a company’s own user review board).  The web is perceived to be owned not only by the brand but the customers too. It’s a place for customers to sound off, good and bad. But a piece of print communication is distinctly one-way, and it strips out the essential part of web reviews which is that it is two-way communication.  Which brings us to our next point:

Bring the web to the printed page. One of the things that makes online reviews and rankings useful is the sheer volume of them. When 1000 people rank something 4.5 stars, that is way more impactful than one or two people saying it. The online review and rankings have always operated on this principle - it is the sound of the entire community talking that makes reviews useful in making a purchase decision.  So by putting one or two rankings/reviews into print, a marketer misses the single most compelling part of reviews and rankings - the confidence a prospect gets from seeing a bunch of people give a product the thumbs-up.  The ideal situation occurs when a marketer can take the power of the web reviews and translate that to print. Think about how you can work in copy points like “10,000 gave this 4 out of 5 starts” and “Read thousands of customer reviews online.”  Skip the fluff and send your prospects directly to the source.

Say it, don’t spray it: Part II

Last week we wrote about the impending death of the “spray-n-pray” approach to direct mail. The upshot? Mining data for business intelligence will allow us direct marketers to deliver relevant, better targeted, higher value direct mail campaigns. Versus, you know, spray-n-pray.

This week, we thought we’d highlight some of the ways that we can better target our online spending. Timely, because today Google announced that they’re testing new behavioral targeting techniques:

The company today announced it will launch a beta test of “interest-based targeting,” which lets advertisers target web users based on where they’ve been surfing across the internet. If a user is reading sports articles on NYTimes.com and also visiting CBSSports.com, for example, it could get lumped into a sports audience bucket, which advertisers can target.

Google will also let advertisers “re-market” web users across its content network, so if a person visits an advertiser’s site or abandons some products in an online shopping cart, that advertiser can find that consumer again on the web and serve him or her ads.

Hey, we’re all for any technology or technique that leverages behavioral data to target messaging. This approach cuts down on waste and increases response and sales.

Delivers nicely on the mantra of 2009: Do more with less.

NextDB: A Front-End Database Solution

 NextDB Logo

I’ve recently been experimenting with a javascript database tool called nextdb.net. NextDB is an open source tool that offers users the ability to build simple databases and store information without ever touching the server. As a small introduction, This is how things have been going so far.

NextDB users begin by making an account. Once logged in, I began by naming and creating a new database and from there I had the option of either building my database from one of three template maps or simply starting from scratch. Since I don’t need much for my testing, I built a table from scratch. The admin interface isn’t much to look at but seems stable enough. Driven by javascript, we can create tables, columns, rows, etc., through a simple GUI. Not many database datatypes are supported (text, date, longinteger, decimal, longbinary), but NextDB is currently an alpha release so we can hope for more to come. As a quick test, I created a “USER” database with three fields; user_id, user_name, and user_pass. Because I am only interested in querying information from the database in this test, I added 5 names to the database again, through the GUI.

Next DB table setup.

Hooking into the newly created database works with stored procedures written in “NextQuery”. The NextQuery scripting language is based off of SQL but I found it annoying at first due to the fact that you have to learn and understand it.

NAME=selectall;
ROW user FROM USER;

This simple stored procedure I’ve named “selectall” and is used to SELECT * FROM USER. You can see the similarity between it and a more common SQL language. The annoyance quickly faded once I got used to the admin query builder. And after combing through the documentation on how to build queries, simple SELECT, UPDATE, INSERT, and DELETE statements became a breeze.

Once I began building my actual website, there were two things necessary to start interacting with NextDB; the NextDBs hosted javascript API (80 KB) and javascript skillz.

var connect = new net.nextdb.Connection("accountname","chat_demo");
var selectAll = new net.nextdb.Query(”selectall”); 

I created a global connection variable (”connect”) that establishes a connection to NextDB and sends over my account name (this was created when I first signed up) along with the database I want to work with, in this case “chat_demo”. The “selectAll” variable creates a new query object and as a parameter, passes over the name of the stored procedure I want to run. The response is my queried data.

connect.executeQuery(selectAll,
function(rows,error) {
if(error) {
net.nextdb.Util.print(error.toString());
} else {
for (var i=0; i < rows[i].length; i++) {
var username = rows[i].user.user_name);
net.nextdb.Util.print(username);
}
}
});

Using my “selectAll” query object, I run a method of my connection object called “executeQuery”. The executeQuery method takes two parameters; the query and a callback function that parses the response of the query.  The callback function will expect a response that will be put into the array “rows” or it will receive an error. As you can see from the statement above, NextDB also offers a class of utilities, one being the Util.print method which creates a nice sort of debugger window for viewing your responses before parsing them.

My simple query is complete and all together, I get this:

var connect = new net.nextdb.Connection("accountname","chat_demo");
var selectAll = new net.nextdb.Query(”selectall”);
connect.executeQuery(selectAll,
function(rows,error) {
if(error) {
net.nextdb.Util.print(error.toString());
} else {
for (var i=0; i < rows.length; i++) {
var username = rows[i].user.user_name;
net.nextdb.Util.print(username);
}
}
});

With my test response, utilizing the print utility, looking like this…

NextDB query response

And just like that, I have a working, javascript-driven database. From here, I could remove my print utility and start building off of my rows array.

My overall impression is still a bit phresh and security could pose as a big concern. Because we are constantly making javascript calls to NextDB, sensitive information should be avoided. There is a slight development delay to consider too, due to the fact that a new user needs to learn “NextQuery”.

Other than that, NextDB is winning me over. So far, it’s hella fast and easy to implement. The built in utilities are tight and make testing much easier. According to the docs, you have the ability to relate tables, pass parameters into stored procedures (which may handle some security issues), and all other kinds of fun stuff. I think I’ll continue playing around.

Worried about your social media life?

Businesses of all stripes are trying to fit into the social media crowd, thinking that it is a fast and free place to promote.  But pitfalls are abound in this hyper-public world where conversation is king, slip-ups go viral, and posers are quickly marooned. Stephanie Miller wrote a fine article for Email Insider that explains the lessons that social media can learn from email. From the source:

It’s not free. There are plenty of free social media tools out there.  You can certainly set up a MySpace brand page or LinkedIn profile for free.  However, no social media program will succeed without time, resources and expertise.

Be authentic. This is a universal marketing truth, but worth mentioning because too many email and social programs lack it.  Our customers know when they are being sold.  Relevance, honesty, believability, integrity: these are the only things that create value and drive predictable response.

Integrate, don’t imitate. Replicating your website on Facebook does not a compelling and engaging destination make. Posting your email offers on Twitter will quickly tire followers.  Selling product may not be the best objective of your social strategy. Perhaps your blog is about education and driving inquiries. Your MySpace brand community may be about reach for video ads. Twitter may be a great customer service outreach tool.

Have something to say. This is perhaps most important. Don’t start talking until you have something valuable to say. Make the commitment and stick to it. Fund it. Be ready to maintain it.

The big takeaway should be that these channels require an entirely different approach than your other marketing efforts. Read the full article here.