I've been seeing the Clearblue Easy Digital pregnancy test commercial for some time now... The one with the man's deep voice and a pregnancy test against a dark background. The commercial is void of both echoic and iconic messages that would appeal to women. Trying to get pregnant, finding out and actually being pregnant creates a very emotional roller coaster for the majority of women in this situation - so why has Clearblue avoided all emotional and visual elements that women would respond to?
Their competition uses a woman spokesperson, charts and graphs and lots of pink with the plea of "waiting 9 months for a baby is long enough" - find out if you're pregnant 5 days earlier with our test. Any woman that has waited to find out if she is pregnant or now knows that those few days before a missed period can be an eternity! And finding out 5 days early would be a miracle.
Perusing the birth boards on a few maternity websites -you'll find women that test everyday for 2 weeks and continue testing after they get a positive result - just to make sure (again and again). My own husband, with one of my pregnancies - before I had taken a test said - "Shouldn't we wait a few weeks, won't it be more accurate?" A bit annoyed I told him "Why don't we just wait 9 months and see if a baby pops out?"
So what is up with Clearblue easy? Are they totally missing their target w/ their ad? Or... do they have a completely unsuspecting target in mind?
While I don't know their designated target (maybe it's really butch pregnant women?) I think this ad is perfectly targeted to men! What a great idea. I'm sure they've done their research -- but I wonder how many husbands, boyfriends or umm.. one night stands get a phone call with instructions to pick up a pregnancy test. Probably more than a handful. Which test do you think a guy would want to walk to the register with? A flaming pink box or a nice non-descript blue? And while they are at it -- why wouldn't they want the test with all the bells and whistles and a great big screen that actually says "Pregnant" or "Not Pregnant"?
On one of those birth boards, I read a story about a woman who took a number of tests, resulting in a positive response - though faint, as she was taking the test early. Her husband didn't believe the results - because of the faint line - so she went and bought the digital version - and he was sold as soon as he saw that digital "pregnant" flash on the screen.
I think Clearblue Easy is on to something here... I'm just curious to see if, and how, other feminine products start marketing to those men "lucky" enough to have the task of picking up embarrassing products for their significant other - one can only imagine...
Tuesday, August 26, 2008
Monday, July 7, 2008
Whachu Say? The Power of Word of Mouth Advertising
As much as I hate to admit it (considering I make a living creating print, web, etc.. marketing for clients). The most effective marketing tool you have is FREE and sooo easy. All you have to do is a great job - and have your customer talk about it.
Whether you call it Word of Mouth or Referral Marketing the basic principle is the same - someone told someone, who told someone and so on. My business is run primarily on Word of Mouth/Referral Marketing. It's like I'm playing the 6 degrees of Kevin Bacon here - would guess there are only about 3 degrees of separation between anyone client of mine. But I love it that way and here's why:
My clients do my selling for me.
It's simple I just give my clients professional service for a good value and in no time they refer a business friend or connection for the same great service. Of course I encourage this behavior by offering any client that refers a customer a 10% on their next month's invoice when the referred client signs an agreement. Most of them are just so excited to actually find someone that does what they promise and sharing the good news - that they tell me not to worry about giving them the discount. But I always do - kindness goes both ways you know...
I save a lot of money on marketing.
All I have to do is the work my clients order - that is my marketing right there. Delivering what you promise is the key to great Word of Mouth.
So how do you encourage Word of Mouth/Referral Marketing for your business?
Here's a few key tips:
1. As I've mentioned a few times - do good work - deliver what you promise. That is always step one.
2. Encourge WOM w/ a referral bonus
3. Fake it... Low on customers? Create a marketing piece that will be held on to or passed on. Something that is either shocking, hilarious or down right useful will do the trick.
4. Create an e-newsletter that you send to current and past customers that includes items that they may want to pass along to their business connections (again think tools or important information) Some email systems let you track which clients of yours forward your email and who they send it too.
5. Ask your business connections for help. There are a number of networking groups both local and online. Join one or 10 and do a little of your own word of mouth advertising- then ask participates to recommend you to their connections. You may even want to pass out a promotional item (pen, magnet, candy bar) to cement your presentation in their minds.
There are a million and one ways to spread the word about your business, just remember no one wants to recommend a bad service or product - so make sure you've got all your ducks in a row before you start quacking!
For more information on Main Idea Creative Marketing & Design
Visit http://www.mainideacreative.com
Whether you call it Word of Mouth or Referral Marketing the basic principle is the same - someone told someone, who told someone and so on. My business is run primarily on Word of Mouth/Referral Marketing. It's like I'm playing the 6 degrees of Kevin Bacon here - would guess there are only about 3 degrees of separation between anyone client of mine. But I love it that way and here's why:
My clients do my selling for me.
It's simple I just give my clients professional service for a good value and in no time they refer a business friend or connection for the same great service. Of course I encourage this behavior by offering any client that refers a customer a 10% on their next month's invoice when the referred client signs an agreement. Most of them are just so excited to actually find someone that does what they promise and sharing the good news - that they tell me not to worry about giving them the discount. But I always do - kindness goes both ways you know...
I save a lot of money on marketing.
All I have to do is the work my clients order - that is my marketing right there. Delivering what you promise is the key to great Word of Mouth.
So how do you encourage Word of Mouth/Referral Marketing for your business?
Here's a few key tips:
1. As I've mentioned a few times - do good work - deliver what you promise. That is always step one.
2. Encourge WOM w/ a referral bonus
3. Fake it... Low on customers? Create a marketing piece that will be held on to or passed on. Something that is either shocking, hilarious or down right useful will do the trick.
4. Create an e-newsletter that you send to current and past customers that includes items that they may want to pass along to their business connections (again think tools or important information) Some email systems let you track which clients of yours forward your email and who they send it too.
5. Ask your business connections for help. There are a number of networking groups both local and online. Join one or 10 and do a little of your own word of mouth advertising- then ask participates to recommend you to their connections. You may even want to pass out a promotional item (pen, magnet, candy bar) to cement your presentation in their minds.
There are a million and one ways to spread the word about your business, just remember no one wants to recommend a bad service or product - so make sure you've got all your ducks in a row before you start quacking!
For more information on Main Idea Creative Marketing & Design
Visit http://www.mainideacreative.com
Thursday, May 8, 2008
Ad Rant - Days Inn
Yesterday I posted about a commercial I liked and connected to.. today I feel the need to post about a commercial that just makes me cringe. Really the commercial is great - upbeat, happy, customer comments etc.... it's just that one line...
The commercial I'm talking about is the new Days Inn campaign - targeted toward business travelers -the commercial is "nice" until they get to the guy that says "The best part about Days Inn is the free internet".
Okay - what are we trying to sell here? Rooms at a hotel or internet service? What about the customer service, comfortable beds, convenient locations in most cities - aren't those more important to a hotel guest than free internet. Not to mention, Days Inn - do you realize you one of the last to jump on that wagon, yet still you decide to promote it? Most hotel changes offer that service - in fact most hotels whether part of a chain or mom&pop offer that service.
I have nothing bad to say about Days Inn as a hotel. I've stayed in a few - they get the job done. In fact one of the best hotels my husband and I stayed at on our trip out west was the Days Inn in Bismark, ND.
But, the commercial doesn't make me think that I should stay there, in fact - it makes me think: So if the best thing at the place is the free internet, which I can get at a number of hotels -- I would rather stay at the hotel that has the best customer service/beds/view/rates and free internet.
I really hope the big shots at Days Inn cringe like I do when I hear that line -- I realize the guy saying the line is an actor -- but I still think "Why didn't he like the room, the rates and so on..."
It all goes back to the basic rule of selling promoted the Benefits - not the Features... a better line might be: "With the comforable room, free internet and convenient location I was able to focus on business when I need to, and relax when I wanted to"
The commercial I'm talking about is the new Days Inn campaign - targeted toward business travelers -the commercial is "nice" until they get to the guy that says "The best part about Days Inn is the free internet".
Okay - what are we trying to sell here? Rooms at a hotel or internet service? What about the customer service, comfortable beds, convenient locations in most cities - aren't those more important to a hotel guest than free internet. Not to mention, Days Inn - do you realize you one of the last to jump on that wagon, yet still you decide to promote it? Most hotel changes offer that service - in fact most hotels whether part of a chain or mom&pop offer that service.
I have nothing bad to say about Days Inn as a hotel. I've stayed in a few - they get the job done. In fact one of the best hotels my husband and I stayed at on our trip out west was the Days Inn in Bismark, ND.
But, the commercial doesn't make me think that I should stay there, in fact - it makes me think: So if the best thing at the place is the free internet, which I can get at a number of hotels -- I would rather stay at the hotel that has the best customer service/beds/view/rates and free internet.
I really hope the big shots at Days Inn cringe like I do when I hear that line -- I realize the guy saying the line is an actor -- but I still think "Why didn't he like the room, the rates and so on..."
It all goes back to the basic rule of selling promoted the Benefits - not the Features... a better line might be: "With the comforable room, free internet and convenient location I was able to focus on business when I need to, and relax when I wanted to"
Wednesday, May 7, 2008
Connecting in a Crazy World
I promise - this will be short, I think... I just want to give props to Walgreens for making me laugh and connecting with me in one of their ads --- I only saw it run for about a week, but it's an ad for digital photo processing -- of a group of people standing in various costumes/event oriented outfits - a new person pops in and then they hear a noise and realize someone is going to be deleted... I could totally relate as earlier that day I was deleting photos from my camera (which still has about 425 photos be downloaded) so I could take more pictures...
The ad made me laugh - as it was my life and also was nice to know that I'm not the only one to lazy to download my photos (I mean -- it takes like 3 minutes!).
And while they didn't get a sale from me out of their commercial - they did accomplish a few (of what I imagine to be their) goals - before this ad I didn't realize they offered this service - and if I'm in a situation where I want to print some photos right away (instead of using the online service I currently use) I just might remember this ad and stop by their store.
You'll hear of more ad's I approve of in the future -- are there any that really speak to you?
Learn more about me and my business, Main Idea Creative Marketing & Design at http://www.mainideacreative.com
The ad made me laugh - as it was my life and also was nice to know that I'm not the only one to lazy to download my photos (I mean -- it takes like 3 minutes!).
And while they didn't get a sale from me out of their commercial - they did accomplish a few (of what I imagine to be their) goals - before this ad I didn't realize they offered this service - and if I'm in a situation where I want to print some photos right away (instead of using the online service I currently use) I just might remember this ad and stop by their store.
You'll hear of more ad's I approve of in the future -- are there any that really speak to you?
Learn more about me and my business, Main Idea Creative Marketing & Design at http://www.mainideacreative.com
Tuesday, April 22, 2008
Unraveling the Mystery of Your Web Tracking
If you're like most business people you have about 5 minutes a month to glance at your website stats. Here's my top four list of what to look at first and what questions to ask yourself when viewing the stats...
These stats will give you a quick overall idea of how your site is performing.
1. Visitors:
Has there been a major decline or increase? A decline may show a period when your site was done or your bidding budget ran out, while a jump over a few days may align with an email marketing campaign or other advertising promotion. Keep these dates in mind and check your calendar to see what your site is reacting too. If a particular promotion drove a lot of web traffic, you'll know to repeat it.
How can you use this information offline? If you notice a trend of low traffic on certain days and high traffic on others - You'll get a good idea of your customers buying process. For example, on a lodging site you may see a lot of traffic Tues/Weds and none on Friday/Sat/Sun -- that's probably because your customers were on your site booking on Tues/Weds and at your property over the weekend. This clues you into when to do email marketing campaigns, launch new web promotions and so on. You can use this same technique by comparing your yearly stats. Are you a gift store with items that are perfect for Mother's Day? Do you start seeing the traffic pick up about the 3rd week of April and a sudden decline after Mom's Day? That time frame is the optimal time to hit your customers with new products, promotions, email campaigns and specials both on and offline. (Online behavior often mirrors offline behavior). Keep a schedule of these big events in your tracking so next year you'll know to start your Mother's Day campaigns in the 2nd week of April.
2. Pageviews:
Not only the number (of course you want to see a lot) but also what pages. Your average page/visitor number will clue you into whether you have anything interesting on your site. But don't be discouraged if you have 200 pages on your site and the average pageview is 4.5 pages. The search engines help people find the information they are looking for and send them directly to the page on the site that corresponds to their search terms. They don't need to go through your category pages or read your "about us" page. They just need to find the product and buy. Or find the info they need and call.
That being said - what pages are they looking at? If they are looking the pages you think are most important - that's great. If they aren't -- what can you do? First take a look at your site and figure out if those pages stand out enough in the menu or text links. Then look at the pages - do they have enough content for the search engines to find and rank them? Are there embedded keywords, title and alt tags to enhance your search engine listings? Start there. If you think all of the above is satisfactory - try searching for those keywords in the search engines to see where you come up. If all else fails - take a look at the most popular pages and find out what is different about them. -- And add a few well placed links to the pages you think are the most important right on those popular pages.
3. Keywords:
On the internet you're dealing globally. It's not like the phone book where Mary Jo wants a plumber - so she opens to "Plumber" and there you are. When she types in "Plumber" she'll get everyone from North to South and East to West. What keywords are people searching when they find and click on your listing in the search engines? This will tell you what your site is promoting best... and if it's not the most important message you want to send out there - you'll learn to modify your keyterms or add more terms to get your services/products out there.
There is a saying that I can't think of at this moment... that says something like "what do you know that ain't so" -- something to that affect... I had an experience with my keywords that made me think of this -- my business, Main Idea Creative -- Which I chose because "Main" is my maiden name -- is also a very popular topic in about 3rd grade english. And each year I notice in the early part of the year I get a number of searches for "main idea model" "main idea diagram" "creative way to teach main ideas". It's nice to see the jump in traffic - but I can't really count these visitors in the overall performance of my site because they are not on my site looking for my services, and my goal is to sell marketing and design services - not just attract people who are searching for "main idea" Think of your goals when you look at your keywords and determine whether people are finding you for the right reason. In my case, there isn't much I can do, as "main idea" is the name of my business - but if the terms are product or service related you can make changes. You also have to be sure that the keyterms in your site are the terms your potential customers would use - not just industry terms. If you're selling wrenches for diesel trucks - say "wrenches, diesel, trucks, tools" as well as "pneumatic wrenches".
4. Referrals:
Who's referring you? In all business - the quality of the referrer often foretells the quality of the sale. So how is your site doing in referrals? You'll see three main types of referrals...
1. Organic Search - from the search engines from basic searching
2. From sites you have a link on
3. Direct - people typing in your site directly.
If you do bidding you will also see referrals from your bidding sites.
I like to see people coming from the search engines organically - but really, those searches don't often lead to a sale for my type of business. Usually it's people just looking for a great do-it-yourself marketing idea or the competition trying to figure out what to put on their own website. I like to see links from other sites I'm affiliated with -- they've already given me the thumbs up and the fact that the potential customer came from them means that they may be a buyer or at the very least an opportunity for me or my business.
I love to see Direct links: these are people that already know my name - and my web address and they are looking for ME. These are the people most likely to buy from me - and it means that my offline promotions are working well (how else would they know my web address? I have yet to master my powers of ESP...).
-----------------------------------------
Combined these 4 stats will give you the "Who" (visitors) "What & Why" (keyterms) "Where" (pageviews) and "How" (referrers) of your website, and a starting ground for improvement and growth. Use the info you gleam from your web stats to improve your website and your offline marketing - it's great insight to your customers' buying habits and the more attention you pay to the numbers the more your web marketing and promotions will pay you!
These stats will give you a quick overall idea of how your site is performing.
1. Visitors:
Has there been a major decline or increase? A decline may show a period when your site was done or your bidding budget ran out, while a jump over a few days may align with an email marketing campaign or other advertising promotion. Keep these dates in mind and check your calendar to see what your site is reacting too. If a particular promotion drove a lot of web traffic, you'll know to repeat it.
How can you use this information offline? If you notice a trend of low traffic on certain days and high traffic on others - You'll get a good idea of your customers buying process. For example, on a lodging site you may see a lot of traffic Tues/Weds and none on Friday/Sat/Sun -- that's probably because your customers were on your site booking on Tues/Weds and at your property over the weekend. This clues you into when to do email marketing campaigns, launch new web promotions and so on. You can use this same technique by comparing your yearly stats. Are you a gift store with items that are perfect for Mother's Day? Do you start seeing the traffic pick up about the 3rd week of April and a sudden decline after Mom's Day? That time frame is the optimal time to hit your customers with new products, promotions, email campaigns and specials both on and offline. (Online behavior often mirrors offline behavior). Keep a schedule of these big events in your tracking so next year you'll know to start your Mother's Day campaigns in the 2nd week of April.
2. Pageviews:
Not only the number (of course you want to see a lot) but also what pages. Your average page/visitor number will clue you into whether you have anything interesting on your site. But don't be discouraged if you have 200 pages on your site and the average pageview is 4.5 pages. The search engines help people find the information they are looking for and send them directly to the page on the site that corresponds to their search terms. They don't need to go through your category pages or read your "about us" page. They just need to find the product and buy. Or find the info they need and call.
That being said - what pages are they looking at? If they are looking the pages you think are most important - that's great. If they aren't -- what can you do? First take a look at your site and figure out if those pages stand out enough in the menu or text links. Then look at the pages - do they have enough content for the search engines to find and rank them? Are there embedded keywords, title and alt tags to enhance your search engine listings? Start there. If you think all of the above is satisfactory - try searching for those keywords in the search engines to see where you come up. If all else fails - take a look at the most popular pages and find out what is different about them. -- And add a few well placed links to the pages you think are the most important right on those popular pages.
3. Keywords:
On the internet you're dealing globally. It's not like the phone book where Mary Jo wants a plumber - so she opens to "Plumber" and there you are. When she types in "Plumber" she'll get everyone from North to South and East to West. What keywords are people searching when they find and click on your listing in the search engines? This will tell you what your site is promoting best... and if it's not the most important message you want to send out there - you'll learn to modify your keyterms or add more terms to get your services/products out there.
There is a saying that I can't think of at this moment... that says something like "what do you know that ain't so" -- something to that affect... I had an experience with my keywords that made me think of this -- my business, Main Idea Creative -- Which I chose because "Main" is my maiden name -- is also a very popular topic in about 3rd grade english. And each year I notice in the early part of the year I get a number of searches for "main idea model" "main idea diagram" "creative way to teach main ideas". It's nice to see the jump in traffic - but I can't really count these visitors in the overall performance of my site because they are not on my site looking for my services, and my goal is to sell marketing and design services - not just attract people who are searching for "main idea" Think of your goals when you look at your keywords and determine whether people are finding you for the right reason. In my case, there isn't much I can do, as "main idea" is the name of my business - but if the terms are product or service related you can make changes. You also have to be sure that the keyterms in your site are the terms your potential customers would use - not just industry terms. If you're selling wrenches for diesel trucks - say "wrenches, diesel, trucks, tools" as well as "pneumatic wrenches".
4. Referrals:
Who's referring you? In all business - the quality of the referrer often foretells the quality of the sale. So how is your site doing in referrals? You'll see three main types of referrals...
1. Organic Search - from the search engines from basic searching
2. From sites you have a link on
3. Direct - people typing in your site directly.
If you do bidding you will also see referrals from your bidding sites.
I like to see people coming from the search engines organically - but really, those searches don't often lead to a sale for my type of business. Usually it's people just looking for a great do-it-yourself marketing idea or the competition trying to figure out what to put on their own website. I like to see links from other sites I'm affiliated with -- they've already given me the thumbs up and the fact that the potential customer came from them means that they may be a buyer or at the very least an opportunity for me or my business.
I love to see Direct links: these are people that already know my name - and my web address and they are looking for ME. These are the people most likely to buy from me - and it means that my offline promotions are working well (how else would they know my web address? I have yet to master my powers of ESP...).
-----------------------------------------
Combined these 4 stats will give you the "Who" (visitors) "What & Why" (keyterms) "Where" (pageviews) and "How" (referrers) of your website, and a starting ground for improvement and growth. Use the info you gleam from your web stats to improve your website and your offline marketing - it's great insight to your customers' buying habits and the more attention you pay to the numbers the more your web marketing and promotions will pay you!
Tuesday, April 15, 2008
And we're off...
Attention passengers - now entering the world of blogging!
Thank you for stumbling onto my blog - this is my first post and I'll keep it short and sweet - but I hope to be back here weekly with new ideas and interesting observations about the world of marketing and design.
Just a little background...
I started my business to be able to work at home when I gave birth to my daughter in 2005 - the plan worked so well we added a son in 2007. I'm able to give my children the attention and love they need all day and generate an income to support my family with my husband. Don't get me wrong - working with 2 kids - 2 and under is a challenge. But I always give my clients a professional product and excellent customer service. If you want to work with me - be prepared... I'm not just a voice at the other end of the phone, or the clickity clack of an email being typed - I'm your marketing department. I'll work FOR you - which means I'll ask questions, do some research and try my best to learn about your business, your target market and your goals, so we can work together and make them happen!
I'm sure my children will be glad I've started this -- now I can share my innermost thoughts on Marketing here instead of incorporating them into bedtime stories and lunch time table talk!
You can learn more about my business and view my portfolio on my website at http://www.mainideacreative.com/
Thank you for stumbling onto my blog - this is my first post and I'll keep it short and sweet - but I hope to be back here weekly with new ideas and interesting observations about the world of marketing and design.
Just a little background...
I started my business to be able to work at home when I gave birth to my daughter in 2005 - the plan worked so well we added a son in 2007. I'm able to give my children the attention and love they need all day and generate an income to support my family with my husband. Don't get me wrong - working with 2 kids - 2 and under is a challenge. But I always give my clients a professional product and excellent customer service. If you want to work with me - be prepared... I'm not just a voice at the other end of the phone, or the clickity clack of an email being typed - I'm your marketing department. I'll work FOR you - which means I'll ask questions, do some research and try my best to learn about your business, your target market and your goals, so we can work together and make them happen!
I'm sure my children will be glad I've started this -- now I can share my innermost thoughts on Marketing here instead of incorporating them into bedtime stories and lunch time table talk!
You can learn more about my business and view my portfolio on my website at http://www.mainideacreative.com/
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