Marketing in 2009: Where do we go from here?

We’ve been here before. We learned. When the economy turns around (and, believe it or not, it will), those who made smart choices during the downturn will come out strong and will rush to capitalize on their successful business platform. Our job is to help make those “smart choices.” And what does that mean, you might ask? Is the right thing to invest more in marketing, cut back, change direction or stop everything? And how do we decide? The answer, of course, is: It depends! Every situation is different and requires both analysis and action. What we say at AIR is “Prescription without diagnosis is malpractice.”

We are a result of the choices we make. My mother has often told me to “Bloom where you are planted” and/or “Sew new seeds diligently.” In 2009 we have more communication options than ever before. Although we can’t ignore a challenging economy or the fact that in many cases ad budgets are being slashed, what we can do is build on our successes to date and capitalize on new opportunities.

“Bloom where you are planted.” This underscores the need for a smart marketing direction. First of all, if you’ve been measuring results, stick with the highest-performing channels and messages. Second, put your money into supporting sales results with a focus on what differentiates you from the competition and offers that can’t be refused. Third, stay the course so that your current customers see, hear and feel your presence. Shoring up existing relationships and getting referrals from your loyal customers is cost-effective and has exponentially high return on marketing investment (ROMI).

“Sew new seeds diligently.” Here’s where new media channels come into play for 2009. B2B Magazine reported this month that 60% of B2B marketers plan to launch new ad campaigns next year. iMedia Connection posts show that interactive, online and mobile marketing opportunities are rapidly expanding and are a great place to test new ideas. Experienced marketers use down times to expand their “communities” or launch new products and services that meet the direction their market is moving.

All of this requires thoughtful analysis of where the opportunities are going to be when the economy recovers and how the customers of tomorrow will want to receive information about what you have to offer. Using analytics to find out whom to target and what media channels to use will pay for itself by targeting new customers with the highest propensity to buy your services, which results in higher sales conversions and bigger per-purchase spends.

The goals you set for 2009 are yours, and in every challenging time there are more than a few opportunities. We will know who makes what decisions and how they fare going forward. The journey is what is worth paying attention to. Who was it who said ”You can’t get to second base with one foot firmly planted on first”? Our job as leaders is to manage risk and weigh the risks associated with potential rewards—so no matter what you decide to do, don’t forget to measure the results. It will help you on the journey of CPI: continuous prosperity improvement.

Here’s to a measurable 2009. Enjoy the journey!

photo credit: julie_g

Tags: advertising, Analytics, CRM, Direct Marketing, marketing in 2009, ROMI

Online reputation management is fast becoming an essential component of Internet marketing. There is a new study out which makes the case for online reputation management even stronger. According to a survey from 1&1 Internet, conducted by MaCorr Research, nine in 10 shoppers steer clear of e-tailers with bad reviews:

However, the online reputation of such merchants is still paramount and consumers put a great deal of stock in reviews from other shoppers, the study found. Some 91% of shoppers admit to searching the Internet for online reviews and blog posts relating to small e-tailers’ reputations before ordering from them, and three in four consumers say they purposely buy elsewhere after reading negative web reviews of an e-tailer.

Perhaps a good New Years resolution is to keep tabs on the reviews and ratings customers give your brands on forums, blogs and micro-blogging sites such as Twitter.

Tags: Internet Marketing, Marketing, Reputation Management

The holiday season is a time of reflection and certainly the past year has given all of us plenty to think about. Last week, AIR Marketing held our annual holiday party, which included dishes prepared by each of our team members, our secret Santa was revealed and each of us gets a letter and a token from Kris Kringle himself! We talked about 2008 and how it has impacted our company, and while there have been challenging times, we all felt very joyous and lucky. And, we are all very much looking forward to 2009!

It’s been a challenging year to say the least and with all of the doom and gloom in the news, sometimes it can be hard to see the light at the end of the tunnel. Many people around the country have had to experience great hardships, and they seem to snowball at an avalanche’s pace.

That’s why its encouraging to know that the one thing we can never lose is our spirit. Deep down, in each and every one of us is an undying hope and optimism for the future. It is vital, particularly during these troubling times, that we reach down and bring that hopefulness to the surface.

I was so excited earlier this year when my personal mantra was proven scientifically true. Happiness is contagious! Yes, yes it is! So this holiday season, while you’re spreading good tidings and cheer, just remember that the joy you feel is catching. Spread it around with reckless abandon! And let’s not look at this past year and the upcoming one with fear or apprehension, but instead with enthusiasm and optimism. Then, share your glee with someone, they’ll share it with someone and on and on until everyone catches the spirit.

Happy Holidays to you and yours, and best wishes for a safe and prosperous New Year.

Tags: air marketing, holiday, party

As you would expect writing and blogging styles are different among different blogs. Each blogging style is dependent on the blogger, their goals for the blog and the topics they blog about.  I think it is fair to say there is not one way which is better than another. In fact the style you adopt will be unique to you, your business and the goals for your blog.

Below is a slideshow I found on slideshare that describes the 25 basic styles of blogging. I highly recommend closely evaluating each one and using it as a guide to help you adopt the style that fits your personality and goals. Remember you can have more than one style and your style can change as you grow as a blogger.

Tags: bloggers, blogging, blogging style

In a recent Wall Street Journal opinion piece, professors from Babson College gave some helpful insights on using Web 2.0 tools to market products and services. It is good to see concepts AIR Marketing has been advocating introduced to the larger business community.

The professors gave the following advice to marketers seeking to use social media technologies in their marketing programs:

Listen to — and join — the conversation outside your site.

Consumers tend to trust one another’s opinions more than a company’s marketing pitch. And there is no shortage of opinions online.

The managers we interviewed accept that this type of content is here to stay and are aware of its potential impact — positive or negative — on consumers’ buying decisions. So they monitor relevant online conversations among consumers and, when appropriate, look for opportunities to inject themselves into a conversation or initiate a potential collaboration.

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Resist the temptation to sell, sell, sell.

Many marketers have been trained to bludgeon consumers with advertising — to sell, sell, sell anytime and anywhere consumers can be found. In an online community, it pays to resist that temptation.

When consumers are invited to participate in online communities, they expect marketers to listen and to consider their ideas. They don’t want to feel like they’re simply a captive audience for advertising, and if they do they’re likely to abandon the community.

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Don’t control, let it go.

In an online community, every company needs to find an effective balance between trying to steer the conversation about its products and allowing the conversation to flow freely. In general, though, the managers we interviewed believe that companies are better off giving consumers the opportunity to say whatever is on their minds, positive or negative. Moderators can keep things running smoothly and coherently, but they shouldn’t always keep the conversation on a predetermined track. The more that consumers talk freely, the more a company can learn about how it can improve its products and its marketing.

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Find a ‘marketing technopologist.’

So who should direct a company’s forays into Web 2.0 marketing? A number of managers identified an ideal set of skills for an executive that go beyond those of a typical M.B.A. holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction.

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Embrace experimentation.

One Web 2.0 strategy does not fit all, and sometimes the best way to find out what’s best for a given company is to try some things out and see what happens.

AIR Marketing conducted a fall series on exactly this topic to help CMO’s and marketing managers better understand interactive online marketing.

Tags: Internet Marketing, Marketing, Social Media, Web 2.0

Anna Hrach: Copywriter

Everyone knows it’s the season for giving, and that’s why I feel awful right now.

Several of us went to help fold clothes at André House in downtown Phoenix on Saturday. For those of you who don’t know about André House, it’s a source of hope and a place for the homeless and poor who live in Arizona to receive help. There were so many people in the streets looking for help with no place to go other than here. Dozens of men and some women waited outside for food and clothes. We folded, sorted and organized the clothes that they were waiting for.

So, why do I feel awful? Because in the middle of sorting hundreds of hand-knit caps made specifically for André House, it dawned on me: I could be giving so much more.

I realized that a can of food, a dollar in the Salvation Army bucket, a simple toy – it all makes a difference. And of course, there’s the most precious thing of all: time. Giving time to help give back to the community means more to some people than you will ever know.

And people don’t just need help during the holidays. They need help all year. People don’t suddenly go hungry when it gets cold or run out of places to live in December. I’m not trying to preach, I’m just trying to gain some perspective. Thanks to André House, I think I’ve got it.

Jeff Concors: Creative Development

This past Saturday, a group of AIR Marketing employees volunteered to sort clothing donations at André House, an organization that helps the homeless in Phoenix. This in and of itself is not a big deal. Many companies do things during this time of year in an effort to “give back.” Were we doing it for us or them? Mostly us, truth be told, but we would be able to feel better about ourselves for the effort and a truly worthy cause would benefit.

We made our way down into the basement and were met by Betty, the matriarch of the cellar dwellers, and her daughter Mary Beth. They quickly showed us the lay of the land and gave us our choice of chores.

I took on the task of sorting shoes. Match up the pair, label the size and put them on the shelf so that, when the request came from the retail outlet upstairs, the appropriate pair could be grabbed easily.

As I sorted through the bins and bags of unfashionably out-of-date footwear, I came across several pairs of “nice” shoes. Nikes. Vans. Reeboks. Even a few Cole Haans and a pair of Dolce & Gabbana heels. Very practical for today’s haute homeless, I thought. These were shoes that I myself would wear (although I’ve never been able to walk well in heels).

That got me thinking: Do the people who develop the slick advertising campaigns for shoes like these ever think that the product could end up on a shelf in the back corner of the basement of a homeless shelter? Of course not. Their marketing efforts are aimed directly at people like me: Young, financially secure(ish) and a denizen of our consumer culture. Definitely not at the next person who would be wearing them.

But then I thought, “Why not?” Wouldn’t the person who has no place to go, no food to eat and nothing of value (least of all on their feet) deep down somewhere aspire to the same comforts and luxuries as the rest of us? Aren’t we all cut from the same cloth?

This small epiphany was confirmed when, from across the room, I heard Betty rejecting some donated clothes. “They may be homeless but they still have taste,” she said.

I went on sorting shoes, actually envying the person who would get those boss olive-and-white Vans. Does it mean that they will keep their feet any warmer on a cold December night in Patriot’s Square Park or that those Nikes will be more comfortable walking away from the bench they were just told to vacate?

The answer is self-evident. But just perhaps a pair of sweet kicks will give someone the smallest of boosts. And I could admire them for their shoes, ever grateful that I don’t have to walk a mile in them.

Sara Arnold: Copywriter

I’ll admit I was a little apprehensive as we pulled up to André House, having never visited a shelter before. It was lunchtime, and a few dozen people were already milling about the parking lot, waiting to go inside and enjoy a meal. The AIR team filed into the building, through the lunch room and down into a basement filled with clothes, blankets, shoes and toiletries. I’m not sure any of us really knew what to expect.

Then we met Betty. She was small. She was purpose-driven. And she was the unquestioned ringleader of the whole operation, assisted by her daughter Mary Beth. Her take-charge attitude and unintentionally humorous instructions immediately put us all at ease and brought smiles to our faces. We looked at each other and knew we were ready to get to work.

We were unsure of where to begin, but Betty knew exactly what needed to be done. “Who wants to sort and hang clothes?” “This box of shoes needs to be matched up and tagged with sizes.” “No, tank tops are out of season and need to go in this bin.” “Who needs something to do?” We scurried off in different directions.

Just then, Betty said something that I think caught us all off-guard. It was one of those epiphany moments, the kind that stops you in your tracks, gives you goosebumps and makes you feel a little ashamed that it hadn’t crossed your mind. I don’t think she even realized the power of what she said. It began with a small instruction. “Any clothes that are stained or torn/damaged, put in a separate pile” (likely to be used for rags, etc). Her next offhanded comment struck us to our core. “Just because they are homeless doesn’t mean they don’t have taste.”

POW! I knew the ultimate recipients of these items would be grateful to have them, but I was humbled into remembering that these were real individuals, with preferences and likes and dislikes. One guy might like the crisp button-down shirt over the navy polo. And someone else will definitely prefer the Sun Devils t-shirt.

My experience at André House was humbling, powerful and eye-opening. But of all the things I learned from Betty that day, this one realization stuck out: dignity, self-respect and yes, even personal style all transcend financial status.

Tags: Andre House, Charity, Donation, Marketing

Companies within a range of industries are finding success using Social Media (Interactive Online Marketing). In fact case studies of success are emerging daily. Today, I came across three which are notable for the direct impact social media is having for the companies involved.

1. Whole Foods (Coupons on Facebook Group)

The world’s largest retailer of natural and organic foods has a very strong presence on social media. The biggest success has come on Faceboook where it offers unique discount coupons to its group members. (Source: iMedia)

Why Whole Foods’ approach is successful:

* Provides utility to end-user
* Creates a call-to-action
* Creates a multichannel experience between social media and the store
* Keeps Whole Foods top of mind

2. Social Media for Social Change (Raising money through Twitter)

Through effective us of Twitter a non-profit has raised $20,000. (Source: iMedia)

Why SM4SC’s approach was successful:

* Enlisted a few key people to help spread the word
* Created an emotional appeal
* Realized that Twitter is great for promoting and talking about events
* Allowed the passionate group to participate, creating ownership of the idea

3. Reebok (Run Easy)

Using a combination of items from Google Maps, iTunes, Flickr and Jumpcut technoloiges, Reebok has created a site to help runners focus on the joy and fun of running. Since not all runners are professionals, Reebok is also seeking to motivate consumers to enjoy the sport at the pace that is right for them. (Source: iMedia)

Why Reebok Run Easy is successful:

* Unique online experience
* Allows people to turn a passion into a social experience
* Provides runners the ability to catalog their experience

The iMedia Connection website has additional case studies.

Tags: case studies, social media marketing