As information channels and screens proliferate and attention spans shrink to nanoseconds, marketers find they have to work harder to get and keep the eyes, ears and minds of their customers focused on the message.
Today, it may be all about one-to-one and relationship marketing, but if your messaging is unclear or too long, you risk losing the interest of your customers and prospects. This is the point in marketing where agencies can provide a helping hand.
Why, exactly, would you want to work with an agency? Here are a few reasons it might make sense for your company.
1. Serious agencies or marketing firms position themselves as independent, third party communications experts that are in business to solve marketing problems. Independent means they are not tied to any specific advertising or promotion media. Third party means they look at your particular marketing challenge objectively and help you solve it by finding the best message and the best way to deliver it to the target audience.
2. Agencies tend to think in ways that marketers don't. Marketers may struggle to come up with new themes, ideas and concepts to promote their products and services. While the agency staff may have produced many ideas over the years, your project is new to them and they will bring a fresh approach to the marketing problem. Outside insights can be valuable and helpful and shorten your time to roll out the concept or idea.
3. After working with dozens of clients in dozens of industries, agency professionals may actually have a very good handle (following some downloads and insights from you) on how your customers think. These creative teams have not lived with the company day and night. In a sense, they don't know too much and can bring you tantalizing concepts that cut through the clutter and deliver your precise and powerful message with impact.
4. Use an agency on a consulting basis to review your ideas, concepts and plans. You don't have to form a permanent, contractual relationship to get some great new outside thinking. Ask senior members of the agency staff for a few hours of time to discuss or review your approaches to a new marketing theme, the launch of a new product or just putting a fresh face on your marketing messages. You may come away with some valuable new ideas that will more than pay for the agency's time.
5. As the pace of business life accelerates and marketing staffs become leaner, outsourcing certain marketing tasks may actually help you get more work done. Outsourcing opportunities are especially relevant for repetitive tasks such as producing email marketing materials, Web site optimization, newsletters, direct mail and collateral. Though the agency professionals may never know as much as you do about your company and its products, they can take on recurring tasks and make sure they are done on time and on budget - letting you focus on your larger, primary marketing objectives.
Don't be afraid to contact an agency and talk with principals or senior staffers about your marketing challenges. Most agencies or marketing firms do not charge for one or two meetings with your team to get a download on the issues or challenges you face. And, most provide detailed estimates or proposals that marketers must sign before any work begins. Legitimate agencies are always willing to discuss timelines, deliverables and billings at any time. If you don't see details you want in the estimates or proposals, ask the agency to add them before you sign off. Don't work with an agency without signed estimates and timelines so you can avoid performance issues later.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
www.hrb-ideas.com
800-728-2656
Tuesday, November 10, 2009
Pay Per Click (PPC) Internet Marketing
Today, we have another guest post from Internet marketing expert Jeff McEachron.
Pay per click (PPC) is a type of Internet marketing used on search engines, advertising networks, and content websites/blogs. In this model, advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
Advertisers bid on keywords that their target market will use as search terms when they are looking for their product or service. When a user types a keyword matching the advertiser's keyword, or views a page with relevant content, the ad may be shown. These ads are called "Sponsored links" or "sponsored ads" and appear next to or above the organic results on search engine results pages, or where a Webmaster chooses on a content page.
Benefits of Pay Per Click (PPC) Advertising:
* You don't pay to display your PPC Advertisement, but rather you only pay when your ad is clicked on.
* Pay per click ads are only shown to people who indicate an interest in a specific topic exactly at the time they indicate an interest by searching for specific keywords.
* Pay per click advertising helps branding by building awareness and educating prospects.
* Pay per click advertising can be tailored to your specific goals (eg Sales Conversions, Site Registrations, Catalog Requests, etc.).
* Pay per click advertising enables you to present relavant real-time distribution of your advertising on a massive scale, local scale, or anywhere in between. You pick the geographical area where your ads will appear.
* With pay per click advertising, you can set a daily budget to control your costs.
* With pay per click advertising, you can monitor virtually any metric to track the effectiveness of your advertising campaigns
Pay per click ads may also appear on content network websites. In this case, ad networks such as Google AdSense and the Yahoo! Publisher Network provide ads that are relevant to the content of the page where they appear.
Jeff McEachron
jmceachron@hrb-ideas.com
Vice President Internet Operations
Henry Russell Bruce
800-728-2656
Pay per click (PPC) is a type of Internet marketing used on search engines, advertising networks, and content websites/blogs. In this model, advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
Advertisers bid on keywords that their target market will use as search terms when they are looking for their product or service. When a user types a keyword matching the advertiser's keyword, or views a page with relevant content, the ad may be shown. These ads are called "Sponsored links" or "sponsored ads" and appear next to or above the organic results on search engine results pages, or where a Webmaster chooses on a content page.
Benefits of Pay Per Click (PPC) Advertising:
* You don't pay to display your PPC Advertisement, but rather you only pay when your ad is clicked on.
* Pay per click ads are only shown to people who indicate an interest in a specific topic exactly at the time they indicate an interest by searching for specific keywords.
* Pay per click advertising helps branding by building awareness and educating prospects.
* Pay per click advertising can be tailored to your specific goals (eg Sales Conversions, Site Registrations, Catalog Requests, etc.).
* Pay per click advertising enables you to present relavant real-time distribution of your advertising on a massive scale, local scale, or anywhere in between. You pick the geographical area where your ads will appear.
* With pay per click advertising, you can set a daily budget to control your costs.
* With pay per click advertising, you can monitor virtually any metric to track the effectiveness of your advertising campaigns
Pay per click ads may also appear on content network websites. In this case, ad networks such as Google AdSense and the Yahoo! Publisher Network provide ads that are relevant to the content of the page where they appear.
Jeff McEachron
jmceachron@hrb-ideas.com
Vice President Internet Operations
Henry Russell Bruce
800-728-2656
Monday, November 9, 2009
How to Integrate Twitter into Your Web Site
Today we have a guest post by Internet Marketing guru Jeff McEachron.
Twitter has become incredibly popular, growing by more than 1,000 percent over the past year. One great way Twitter allows you to use its service is to integrate it into your Web site. There are great tools for getting your Web site users to become your twitter followers and vice versa. Here are a few that we have found to be useful.
The first one is officially provided by Twitter. It is called Twitter Widgets (http://twitter.com/widgets). You get to choose if you want to put it directly on one of your social profiles or if you would like to put it somewhere else. This widget system allows users to put their Twitter updates somewhere other than their main Twitter feed, such as Facebook, your Web site or your blog. This greatly increases visibility of your Twitter updates to those who might find it interesting.
If you are looking for a quick way for people browsing your Web site to follow you more easily, you may want to install a Twitter Button (http://www.twitterbuttons.com/).
This is useful for someone who visits your Web site and realizes that they share a common interest with you or find that what you have to say is particularly interesting to them. They will then be able to click on a simple button and start following you on Twitter.
Another way to integrate Twitter is to allow users to share your Web site with others by making a Tweet. TwitThis (http://www.twitthis.com/) is a service that allows you to put a button on your Web site that, when clicked, will instantly ready a Tweet with a link back to the Web site they visited. It really is instant sharing, and that does great things in terms of visibility for your Web site and your content.
These aren’t all of the tools that are available for integrating Twitter into your Web site, because there are more and more popping up all the time.
This information is a first step to awareness about some of the most basic tools out there, because the simple ones are often the most effective. The right combination of Web site design and social media marketing integration helps improve the number of followers you have and the amount of interest generated for your Web site. Happy Tweeting.
About the author: Jeff McEachron, VP of Internet Operations for Henry Russell Bruce, a 36 year old strategic marketing and Internet marketing firm (http://www.hrb-ideas.com) with offices in Davenport and Cedar Rapids. He can be reached at 800-728-2656 or jmceachron@hrb-ideas.com.
Twitter has become incredibly popular, growing by more than 1,000 percent over the past year. One great way Twitter allows you to use its service is to integrate it into your Web site. There are great tools for getting your Web site users to become your twitter followers and vice versa. Here are a few that we have found to be useful.
The first one is officially provided by Twitter. It is called Twitter Widgets (http://twitter.com/widgets). You get to choose if you want to put it directly on one of your social profiles or if you would like to put it somewhere else. This widget system allows users to put their Twitter updates somewhere other than their main Twitter feed, such as Facebook, your Web site or your blog. This greatly increases visibility of your Twitter updates to those who might find it interesting.
If you are looking for a quick way for people browsing your Web site to follow you more easily, you may want to install a Twitter Button (http://www.twitterbuttons.com/).
This is useful for someone who visits your Web site and realizes that they share a common interest with you or find that what you have to say is particularly interesting to them. They will then be able to click on a simple button and start following you on Twitter.
Another way to integrate Twitter is to allow users to share your Web site with others by making a Tweet. TwitThis (http://www.twitthis.com/) is a service that allows you to put a button on your Web site that, when clicked, will instantly ready a Tweet with a link back to the Web site they visited. It really is instant sharing, and that does great things in terms of visibility for your Web site and your content.
These aren’t all of the tools that are available for integrating Twitter into your Web site, because there are more and more popping up all the time.
This information is a first step to awareness about some of the most basic tools out there, because the simple ones are often the most effective. The right combination of Web site design and social media marketing integration helps improve the number of followers you have and the amount of interest generated for your Web site. Happy Tweeting.
About the author: Jeff McEachron, VP of Internet Operations for Henry Russell Bruce, a 36 year old strategic marketing and Internet marketing firm (http://www.hrb-ideas.com) with offices in Davenport and Cedar Rapids. He can be reached at 800-728-2656 or jmceachron@hrb-ideas.com.
Saturday, October 17, 2009
Can You Afford to Make a $10,000 Marketing Mistake?
Research Can Save You Marketing Dollars
The great unknowns, in marketing as in life, can cost you big time. Research can help you make an informed decision, whether you are trying to learn about customer satisfaction, customer loyalty, products, markets or competitors. Insights developed through research drive good decision making. Companies can save millions by changing how they view research. Research is a valuable investment not a necessary evil. And finding the right research partner is the first and most critical step.
Research, properly developed and executed, is a tool that can help you grow your brand and your company – and help you avoid costly business mistakes in the process.
When should a company do research?
There are a number of motivating factors for a company to invest in research. Some of the most common applications for research are: customer satisfaction surveys, market share and competitive analysis and new market or product launches. Research is also the backbone for brand identification and creating messages that will resonate with target audiences.
Why should a company do research?
A company should do research because is financially prudent, and to develop business or market intelligence upon which to act or make decisions. In most cases investing in research is far more cost effective than making a marketing mistake. Rarely does a company or a product get a second chance.
Everyone is familiar with the book of research results sitting on the shelf, which someone may have thumbed through but did nothing with. How can companies avoid wasting its research investments?
To die-hard researchers, that is one of the saddest realities of the business. It is almost painful to watch a company invest in research and then apply it half-heartedly or not at all. That's why working with a marketing communications company as partners leading your research efforts is imperative. They will help guide you to applying the research and maximizing its value.
What are the three biggest advantages to research?
There are numerous advantages to investing in research, so the answer is somewhat dependent on the motivating factors for doing the research. However, there are some commonalities for conducting research: to better understand your market, to learn how to engage with your target audiences both through pinpoint messages and tactics for delivering that message, and to measure customer satisfaction and loyalty.
What three things should companies do to maximize the success of their research projects?
First companies would ideally invest in an objective third party research partner. Second, to view research as a critical component of their overall marketing communications plans and future results. Third, companies should involve key decision makers as part of the decision to invest in research. This helps to ensure that the results are adopted and implemented - that you are getting the value from the investment.
What types of research does HRB provide?
On behalf of our clients we research customers, non-customers, prospects and employees. We conduct competitive analysis, product testing and market research. We test electronic, print and online advertising. We’re on the cutting edge with Web usability testing. We also utilize secondary research such as psychographics and demographics to supplement primary research.
Have HRB clients actually saved substantial sums by investing in research?
Yes. We were asked by an out of state healthcare organization to research the construction of a new clinic outside its primary metro area. The organization was poised to spend several million dollars to build and staff the facility. It wanted to do market research to see if the local residents would use it. Our research clearly showed that local residents would not use the clinic, and it was not built, saving the organization an estimated $2 million investment in a facility that would not have been used.
What companies has HRB and our research team conducted for?
We have conducted research in a number of industries: healthcare, retail, banking, engineering, universities, manufacturing and other special interests.
What is the difference between qualitative and quantitative research?
Qualitative research such as focus groups, in-depth one-one interviews and Web site usability testing are utilized to draw out how the audiences connect with the company, product or ads. We choose to draw upon quantitative research techniques such as telephone, online and mail surveys when statistically projectable measurements are desired. Image and perception and customer satisfaction studies are typical applications for quantitative research.
What are the steps in a research project?
The first step is to clearly identify what the goals are for the research starting with what do we want to find out and why do we want to know more? Then, second, moving on to how will we use the research? Once these questions have been answered then basic questions can be answered like who to research and how. Once the methodology and target audiences have been identified then the survey or research instrument is developed. Oftentimes, the tool is tested before it goes out in the field. Then there is the actual fielding of the research followed by tabulating and analyzing the results and summarizing the findings. Finally, there is the implementation of the findings, which might manifest itself in various ways such as creating a brand position, launching a product, kicking off a campaign or posting a new Web site.
How do you start a research project?
Put simply, you start by identifying your goals – why and what you want to know more about the subject to be researched and partnering with a research expert that can drill down into your research and bring it to life.
When is the best time to do research?
Obviously, at HRB, we believe in the value of research and on a daily basis we’re incorporating research into our clients marketing communications plans. Yet, there is another valuable point to be made about when companies should invest in research—that is now. In a down economy companies should turn to research to help make decisions that will not only be smarter and more relevant, but also position the company to increase market share as the economy recovers. Oftentimes, companies aren’t as busy during a down market and have the time to focus their research efforts.
Jim Thebeau is CEO of Henry Russell Bruce, a strategic marketing firm with offices in Cedar Rapids and Davenport, Iowa. HRB has performed research for a number of companies and organizations, including the American Rental Association, KJWW Engineering, RK Dixon, Mercy Medical Center, Waldorf College, the University of Iowa, Trinity Healthcare, VenueWorks, Modern Woodmen of America and dozens of other leading companies. Thebeau can be reached at 319-298-0242 or at jthebeau@hrb-ideas.com. To learn more about research, visit www.hrb-ideas.com/research.
Jim Thebeau
jthebeau@hrb-ideas.com
800-728-2656
The great unknowns, in marketing as in life, can cost you big time. Research can help you make an informed decision, whether you are trying to learn about customer satisfaction, customer loyalty, products, markets or competitors. Insights developed through research drive good decision making. Companies can save millions by changing how they view research. Research is a valuable investment not a necessary evil. And finding the right research partner is the first and most critical step.
Research, properly developed and executed, is a tool that can help you grow your brand and your company – and help you avoid costly business mistakes in the process.
When should a company do research?
There are a number of motivating factors for a company to invest in research. Some of the most common applications for research are: customer satisfaction surveys, market share and competitive analysis and new market or product launches. Research is also the backbone for brand identification and creating messages that will resonate with target audiences.
Why should a company do research?
A company should do research because is financially prudent, and to develop business or market intelligence upon which to act or make decisions. In most cases investing in research is far more cost effective than making a marketing mistake. Rarely does a company or a product get a second chance.
Everyone is familiar with the book of research results sitting on the shelf, which someone may have thumbed through but did nothing with. How can companies avoid wasting its research investments?
To die-hard researchers, that is one of the saddest realities of the business. It is almost painful to watch a company invest in research and then apply it half-heartedly or not at all. That's why working with a marketing communications company as partners leading your research efforts is imperative. They will help guide you to applying the research and maximizing its value.
What are the three biggest advantages to research?
There are numerous advantages to investing in research, so the answer is somewhat dependent on the motivating factors for doing the research. However, there are some commonalities for conducting research: to better understand your market, to learn how to engage with your target audiences both through pinpoint messages and tactics for delivering that message, and to measure customer satisfaction and loyalty.
What three things should companies do to maximize the success of their research projects?
First companies would ideally invest in an objective third party research partner. Second, to view research as a critical component of their overall marketing communications plans and future results. Third, companies should involve key decision makers as part of the decision to invest in research. This helps to ensure that the results are adopted and implemented - that you are getting the value from the investment.
What types of research does HRB provide?
On behalf of our clients we research customers, non-customers, prospects and employees. We conduct competitive analysis, product testing and market research. We test electronic, print and online advertising. We’re on the cutting edge with Web usability testing. We also utilize secondary research such as psychographics and demographics to supplement primary research.
Have HRB clients actually saved substantial sums by investing in research?
Yes. We were asked by an out of state healthcare organization to research the construction of a new clinic outside its primary metro area. The organization was poised to spend several million dollars to build and staff the facility. It wanted to do market research to see if the local residents would use it. Our research clearly showed that local residents would not use the clinic, and it was not built, saving the organization an estimated $2 million investment in a facility that would not have been used.
What companies has HRB and our research team conducted for?
We have conducted research in a number of industries: healthcare, retail, banking, engineering, universities, manufacturing and other special interests.
What is the difference between qualitative and quantitative research?
Qualitative research such as focus groups, in-depth one-one interviews and Web site usability testing are utilized to draw out how the audiences connect with the company, product or ads. We choose to draw upon quantitative research techniques such as telephone, online and mail surveys when statistically projectable measurements are desired. Image and perception and customer satisfaction studies are typical applications for quantitative research.
What are the steps in a research project?
The first step is to clearly identify what the goals are for the research starting with what do we want to find out and why do we want to know more? Then, second, moving on to how will we use the research? Once these questions have been answered then basic questions can be answered like who to research and how. Once the methodology and target audiences have been identified then the survey or research instrument is developed. Oftentimes, the tool is tested before it goes out in the field. Then there is the actual fielding of the research followed by tabulating and analyzing the results and summarizing the findings. Finally, there is the implementation of the findings, which might manifest itself in various ways such as creating a brand position, launching a product, kicking off a campaign or posting a new Web site.
How do you start a research project?
Put simply, you start by identifying your goals – why and what you want to know more about the subject to be researched and partnering with a research expert that can drill down into your research and bring it to life.
When is the best time to do research?
Obviously, at HRB, we believe in the value of research and on a daily basis we’re incorporating research into our clients marketing communications plans. Yet, there is another valuable point to be made about when companies should invest in research—that is now. In a down economy companies should turn to research to help make decisions that will not only be smarter and more relevant, but also position the company to increase market share as the economy recovers. Oftentimes, companies aren’t as busy during a down market and have the time to focus their research efforts.
Jim Thebeau is CEO of Henry Russell Bruce, a strategic marketing firm with offices in Cedar Rapids and Davenport, Iowa. HRB has performed research for a number of companies and organizations, including the American Rental Association, KJWW Engineering, RK Dixon, Mercy Medical Center, Waldorf College, the University of Iowa, Trinity Healthcare, VenueWorks, Modern Woodmen of America and dozens of other leading companies. Thebeau can be reached at 319-298-0242 or at jthebeau@hrb-ideas.com. To learn more about research, visit www.hrb-ideas.com/research.
Jim Thebeau
jthebeau@hrb-ideas.com
800-728-2656
Friday, October 9, 2009
Winning New Business Isn't for Geeks - Necessarily
During our recent new business presentations to potential marketing, brand, design and Web clients, we found something interesting. While HRB is strong on experience and expertise in the traditional agency sense, we've found that our ability to discuss and explain new Web technologies and social media strategies have been a big plus. That has made a positive impression on prospects and clients alike. We'd become a little geeky.
Until very recently HRB had been a very traditional ad agency and marketing firm, dating back to its founding in 1973. Then, about six months ago, we purchased the Internet Marketing Group, a Web design, development and optimization company. That action gave HRB instant expertise and credibility in an area that we had just dabbled in in the past, and not in a fully successfully way.
As we started interjecting this new marketing capability into our presentations, we found that the true technology expertise and how it supported the client's marketing efforts, were taken very seriously. We had added a powerful new tool into the marketing mix for our clients.
I understand this is nothing new in the agency world and has been going on for the past several years. But for a small 16 person agency that struggled to find its footing in recent years, the introduction of true Web, Interactive and social media expertise into the marketing mix for our clients has been a wonderful thing.
The morale of my story: Geeks Matter in marketing our company and helping our clients. And I say that with all due respect to my friends who understand, explain and implement technologies for marketing purposes for our clients. You know who you are.
Jim Thebeau
CEO, Henry Russell Bruce
800-728-2656
jthebeau@hrb-ideas.com
Until very recently HRB had been a very traditional ad agency and marketing firm, dating back to its founding in 1973. Then, about six months ago, we purchased the Internet Marketing Group, a Web design, development and optimization company. That action gave HRB instant expertise and credibility in an area that we had just dabbled in in the past, and not in a fully successfully way.
As we started interjecting this new marketing capability into our presentations, we found that the true technology expertise and how it supported the client's marketing efforts, were taken very seriously. We had added a powerful new tool into the marketing mix for our clients.
I understand this is nothing new in the agency world and has been going on for the past several years. But for a small 16 person agency that struggled to find its footing in recent years, the introduction of true Web, Interactive and social media expertise into the marketing mix for our clients has been a wonderful thing.
The morale of my story: Geeks Matter in marketing our company and helping our clients. And I say that with all due respect to my friends who understand, explain and implement technologies for marketing purposes for our clients. You know who you are.
Jim Thebeau
CEO, Henry Russell Bruce
800-728-2656
jthebeau@hrb-ideas.com
Sunday, September 20, 2009
Marketing Secrets
What do you believe, given the following two choices: Marketing is a relatively simple business activity. Or, Marketing is a highly complex science to be performed only by experts?
I believe the real truth lies somewhere in the middle.
For example, anyone can develop a post card, direct mail or email and send it out. Companies and organizations do it all the time. They do it with internal staff or with outside help. That's the simple part.
The complexity comes into play when considering: who is receiving the message, what is the message, how is the message packaged, what is the offer and what is the follow-up, if any.
Think about some of the direct marketing you have received. Were these essential ingredients properly integrated and did they convey the right message? Did you feel the offer was directed at you and was it appropriate for you? Did it offer you an appropriate next step to learn more or to buy something?
Marketing as an activity should be relatively simple, so it can be repeated over and over again. The complexity comes in getting the details right.
But no matter what, marketing should remain an ongoing activity. It can take breaks, but successful businesses know it must be out there on a regular basis to produce the desired results.
Stop and start marketing can do more harm than good.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
I believe the real truth lies somewhere in the middle.
For example, anyone can develop a post card, direct mail or email and send it out. Companies and organizations do it all the time. They do it with internal staff or with outside help. That's the simple part.
The complexity comes into play when considering: who is receiving the message, what is the message, how is the message packaged, what is the offer and what is the follow-up, if any.
Think about some of the direct marketing you have received. Were these essential ingredients properly integrated and did they convey the right message? Did you feel the offer was directed at you and was it appropriate for you? Did it offer you an appropriate next step to learn more or to buy something?
Marketing as an activity should be relatively simple, so it can be repeated over and over again. The complexity comes in getting the details right.
But no matter what, marketing should remain an ongoing activity. It can take breaks, but successful businesses know it must be out there on a regular basis to produce the desired results.
Stop and start marketing can do more harm than good.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
Saturday, August 29, 2009
How I Offended Former Cricket Star - A Fun Read and Blogging Lesson
I'm interesting in learning how to improve my blogging skills and read a lot of blogs. I came across the blog below and thought it held a great lesson on actually planning blog content. The Five P's outlined by Pamela Wlson in her post is both entertaining and educational. As a former journalist, I believe she is providing some great content on focusing a blog. Thank you Pamela.
How I Offended Former Australian Cricket Captain Allan Border… and Why that Makes me a Better Blogger Today
Pamela Wilson
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
How I Offended Former Australian Cricket Captain Allan Border… and Why that Makes me a Better Blogger Today
Pamela Wilson
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
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