Because today’s my bride’s birthday, it’s an especially heavenly day. Happy Birthday, Sandie. In 31 days we will vow share our lives till death do us part. So, pardon me as I publicly give thanks for the day she came into this world. We chose this Patti Griffin song for our wedding because, though she wrote it for her dog, the words speak to the heart of how Sandie and I look forward about our wedding day. How we met? That’s a marketing story for another time.
Be aware
Observe and reflect the market you operate in
Advertising around an event as emotionally charged as 9/11′s 10th anniversary is risky. While many companies played it safe, taking a somber approach, State Farm chose a different tone that steps past the sadness so easily associated with 9/11, reminding us of the promise in a new day.
Spike Lee’s approach to this message provides an example of number six in Ten Be’s of Better Branding: observing and reflecting the market. By infusing State Farm’s message with a positive voice, Lee captures the spirit of a city and a nation that emerged from the dust and smoke more connected to the values that make us who we are. In fact, our first glimpse of the Freedom Tower doesn’t come until 1:08 into the video. No commentary. No voice-over. We’re left to remember while being reminded of those who made the ultimate sacrifice as the innocent voices of children sing of a city that unites us all.
Never forgotten. Forever grateful.
Indeed.
The ad ran during the 9/11 documentary aired Sunday on CBS. It’s gripping television worth watching, but not appropriate for younger viewers.
Five marketing mistakes you can’t afford
How clean are your trays?
Customers see things you don’t. Dirty tray-tables left airline passengers wondering about engine maintenance. “If they can’t get the little things right, what about the big things?” surveyed passengers told Tom Peters and Robert H. Waterman, Jr. in their 1982 book, In Search of Excellence
While some of the so-called “excellent” companies have gone by the wayside, their principles of excellence still apply. Learning from the customer, for example, helped expose these marketing mistakes:
These little things will cost you customers
1. Stale advertising
Running an ad too long is like not running any at all. Once it reaches a customer more than three or four times, an ad quickly loses effectiveness. Easy fix: update copy regularly. Instead of one ad, create a campaign of three. Add a new one monthly while deleting the oldest. A high-frequency campaign demands updates more often.2. Out-of-date website
Does your site still promote a spring special in August? Does it list products or services no longer available? Your site often makes the first impression. Keeping it current is critical. Generic “evergreen” content won’t help either. We launched a new client site this year that gets updated weekly. A lot of work? Yep. But, it’s worth it: site traffic increased 155%, store traffic is up, receipts too–all in a down economy.3. Freemail address
Using gmail, hotmail, or other free email for business tells the world you’re not serious. Anyone can get a gmail account, order cards, and call themselves a business. You’re better than that. Emails should be an extension of your web address. It’s easy and you’re probably paying for it already: most web hosting packages include email. Fix this today.4. After-hours voicemail
Advertising 24-hour service but using after-hours voicemail literally chases customers away. I don’t call at 2:30 in the morning to leave a message. I need a human now. So, forward calls to a tech. Or, at least hire a service. Then, advertise it. We tag one client’s ads with “you always get a person, never a machine.” Even if they never call, customers know you’re always there.5. Slow response
If you solicit inquiries on your website, be prepared to respond–quickly. Web leads cool in minutes. Same day isn’t fast enough. A prompt reply demonstrates commitment. Same goes for comments on Angie’s list, Yelp!, Twitter, etc. Whiners are easily outnumbered by those checking your track record. Responding promptly to complaints, even from whiners, builds trust and protects your brand.
Twenty more where those came from
There are another 20 ways I’ve seen simple marketing mistakes chase off customers. I’ll share more of them in the weeks to come. In the meantime, go address these. It will put you head-and-shoulders above most competitors—especially that one across the street.
Three steps for creating effective videos
Your website is a two-dimensional experience of words and pictures. Design alone can’t add the third human dimension made possible when you add video.
Video opens a window into your business that connects you face-to-face with visitors. But, be warned: bad video is worse than none at all. Concentrate on these three basics to create a video that makes a positive contribution to your site:
Content: Before you pick up a camera, pick up a pen. Write out what you want to accomplish. An effective video tells a story. Stories have a beginning, a middle, and a payoff. Create an outline, NOT a script. Have one point, make it clearly, do it concisely. Keep it under 90-seconds. That’s about 120-150 words.
Composition: Put the camera at the subject’s eye-level. Since web video is viewed on a small screen, move in close. Wide shots make people look tiny. Choose a background free of distractions, but one that adds your message. Don’t use a flat surface. Putting someone against a wall and shooting them is like painting with one color. If you must use a wall, use it at an angle. Avoid centering your subject; slightly off center looks better. Keep it steady: use a tripod or other support.
Consumability: An effective video needs good picture and good sound. A basic hand-held video camera can get the job done. I prefer the Kodak Zi8
You’re ready for prime time
Uploading your finished piece to a video service like YouTube, Vimeo, or many others is easy. Check their sites for instructions. Once it’s uploaded, insert the embed code into your homepage and you’re done. By the way, don’t set homepage videos on auto-play. Assuming visitors want to see your video is rude.
Give your site a human face
People like doing business with people they know. Video lets them get to know you. Videos lead to greater visitor engagement. Do it yourself, or hire a company to create your website video. The difference it makes will amaze you.
Please note: the product links above are affiliate links. Using them means you pay the same to buy what’s linked and I make a few bucks off the purchase. Fair enough?