“My diaper is full; full of chic” is the opening line of what turns out to be a 30 second homage to potty humor.
And I loved every last second of it.
Is my maturity level showing by admitting this or can we all agree that this new Huggies denim campaign is incredible.
Where did they find that baby?
How did they get him to turn and stare like that?
Has that child always been so full of himself or did those incredibly cool denim print diapers give him that confidence?
The cool factor in this marketing campaign convinced me that I just had to buy these diapers for my little guy even though for the same money I could have had 20 more plain white Huggies.
That’s like 4 days worth of diapers I sacrificed and I couldn’t care any less, those diapers are hilarious. Give him a white shirt and he’s a little rebel without a pacifier.
I’m just glad Huggies has always been open to having a sense of humor about their products, I mean doesn’t the nature of the product beg for some comedy? This isn’t their first foray into this arena, they have had some great laughs over the years. But now this funny baby thing is really catching on making the last couple of years pretty lucrative for the Baby Actors Guild. You just can’t fake the charm, non-intimidation and cutesy factor babies offer.
Who doesn’t trust babies? If a baby tries to sell you something you listen right?
Plus, Babies have one huge added bonus right now, you can put their face all over your product without ever having to worry about your spokesperson pulling a “Tiger”.
So, while we are on the subject of babies in marketing, I thought I’d offer up a batch of some of my favorite ads featuring our favorite little munchkins.
E*Trade (any and all of these are great, here’s a compilation)
Huggies “I poo in blue” Denim Diapers
Huggies Little Movers “Scoop on Droop”
Evian bottled water (did you know Evian is Naïve spelled backwards?) Reality Bites reference
My wife and I just returned from a road trip to Mackinac Island. For those of you who haven’t seen “Somewhere in Time,” (which would be most) Mackinac is a quaint island located just off Michigan’s Upper Peninsula in Lake Huron. It’s accessed by ferry boats in the summer and snowmobiles in the winter. Travel on the 8.2 mile chunk of real estate is limited to horses, bikes or your own two feet.
Since this was our first kid-free vacation in seven months, we decided to take a scenic route to the island. Looking back, 10 hours in a car may have been a bit ambitious for the first leg of our trip (even I asked if we were there yet, and I was driving). But we did it and decided to stop in Manistique, Michigan for the night.
Entering the small tourist town, we found only two lodging choices to consider. My wife wanted to stay at a local hotel. I lobbied for the Comfort Inn that shared a parking lot with a Big Boy restaurant. She must have been worn out from the trip because I won. I never win.
So why did a Big Boy restaurant have anything to do with my decision? I think it has a lot to do with the power of marketing.
Innovative marketing is a big deal
I’m over 30 years old and had never eaten at a Big Boy restaurant before this fateful trip. In fact, the only time I remember hearing about the eatery was during the movie “Austin Powers: International Man of Mystery”.
Using a rocket ship shaped as the Big Boy mascot, villain Dr. Evil jettisoned himself into space to escape capture from Austin Powers. And no, it doesn’t make any more sense if you watch the movie. But that didn’t stop me from thinking it was just about the friggin’ funniest thing I’d ever seen.
And it obviously was a brilliant marketing ploy. Because I felt passing up the opportunity to dine at Big Boy Restaurant #3 would leave my life forever void of meaning. Regretfully, the experience was worse than stroking Dr. Evil’s hairless cat.
Brand experience is a big deal
For some reason I had it in my head that Big Boy would be a classic burger joint. Not the case. Big Boy is Denny’s messier, less successful brother.
No grand slams in this place, only strikeouts. The featured dinner buffet included nine different entrees, all the same color. Even the all-you-could-eat salad bar was short on items you’d actually want to put in your mouth.
This experience was further diminished thanks to the stink-eye service we received from Dr. Evil’s estranged sister posing as our waitress.
Granted a lot has changed since “Austin Powers: International Man of Mystery” was released in 1997. And perhaps Big Boy restaurants have fallen on hard times as of late. But you would think ingenious product placement would have launched the Big Boy brand into the stratosphere. I mean, 13 years after the movie was released Big Boy still had an opportunity to convert one weary traveler into a customer for life.
Just goes to show marketing can be effective, and it can be lasting. But great marketing amounts to nothing more than a hill of soggy onion rings when the brand experience falls short of the hype. And this is a big deal for any company that hopes to make sequels of its success.
I trust Josh’s judgment, however eating at a Bob’s Big Boy will remain on my bucket list. Again, the power of great marketing prevails. I’m sure they’ll clean things up by the time I get out that way.
Its amazing to see how social media has so quickly transformed the marketing world, not to mention the realm of advertising and public relations. We went from talking about how to build a Twitter account a few years ago to now expecting social media to do some heavy lifting.
And much of that heavy lifting is in the form of data collection based on online discussions and engagement. Companies are trying to keep up with these emerging social interactions by monitoring what is being said about them online but can’t seem to grapple with the fire hose of data that is coming at them. Most of them are just trying to make sense of properly engage customers and haven’t quite figured out how to use the information that is coming back at them.
From what I see, most companies, not named Ford or Dell, are still hesitant to really embrace social technologies and aren’t quite convinced of its relevance to their business. Either that, or they haven’t the faintest idea how to craft and implement a strategy that incorporates branding, business lead generation, quality customer service, and consumer insight.
Many companies these days have a social media presence but they aren’t really tying it to their overall business objectives. Its just hanging out there on its own. They throw up a Facebook page or sign up for a Twitter account but don’t really have a strategy on how they engage with people or what type of data they hope to glean out of social interactions.
Without any prompting, customers are openly sharing information that would otherwise have taken months of surveys and focus groups. And they’re doing it for free. This has prompted the growth of a relatively new field called Social Intelligence, which harnesses the insights found within social media data to better understand customers and inform marketing and business strategy.
Social Intelligence is quite an easy concept but one that isn’t being fully utilized by most companies. It involves these three basic steps:
Monitoring social media
Collecting and analyzing the content
Using the insights to inform your strategy
Companies are just beginning to figure out the first two steps but have yet to figure out the third and, what I’d consider to be, the most crucial step. Zach Hofer-Shall, an analyst at Forrester Research recently published an article called Defining Social Intelligence which he encouraged companies to start taking online conversations seriously to better utilize the data coming from their social channels.
I think Zach and Forrester are on to something. Thus, you should be seeing more and more demand for services that link social data to business insights.
Here are some interesting articles I’ve found on the subject:
There’s no crying in marketing
By Josh Anderson
Copywriter | The “Adholics”
Baseball fan or not, by now you’ve undoubtedly heard about the blown call on Monday, June 2 that cost Detroit Tigers pitcher Armando Galarraga from throwing his first perfect game – which also would’ve been the first ever for the Tigers franchise and only the 20th in Major League Baseball history.
With two outs in the ninth, Cleveland Indian shortstop Jason Donald hit a grounder that was cleanly fielded by the first baseman and tossed to Galarraga for the out. Only umpire Jim Joyce called Donald safe. Replays show the throw beat the runner and that Joyce blew the call. Galarraga proceeded to get the next batter out to end the game with a one-hitter.
“I just cost that kid a perfect game,” Joyce said to the Huffington Post. “I thought he beat the throw. I was convinced he beat the throw, until I saw the replay.”
The fallout has been nothing short of pandemonium. Demands have even been made to reverse the call so Gallaraga could be awarded his perfect game after the face. Fortunately the commissioner of baseball refused to give in to the madness. And Gallaraga was rewarded with a Corvette.
So what does this have to do with marketing?
Like Joyce, marketers make numerous calls on the messages they create and how they deliver them. Consistently making the right ones can lead to years of success for both us and the companies we serve. But what happens when we blow it?
Just ask Joyce who has been a full-time Major League umpire since 1989. Up until Wednesday, perhaps a few die-hard fans knew his name. Today he’s recognized around the country as the screw-up who cheated one pitcher and millions of fans out of their chance at history.
Like Joyce, marketers make their living in a high-risk, high-reward profession. Just when we’re being praised for our brilliance, we’re slapped upside the head with a rolled-up newspaper.
Every mistake we make gets picked apart, though hopefully we’ll never face this same level of scrutiny. But the experience to make the tough decisions, whether it’s creative, strategic or analytic, is why companies hire us. And the good marketers make the right decisions many more times than not.
Making mistakes is part of the game
Hindsight is always 20/20. And it’s easy to forget that in a split second Joyce had to determine that the first baseman fielded the ball, that the pitcher had his foot on first base, that the ball wasn’t juggled on the catch and that the hitter runner beat the throw. In the end he got it wrong, but what he did next made it right.
Joyce admitted his mistake, got up the next morning and came to work, confident in his ability to make all the right calls. (Sure he shed a couple tears, but it’s probably because he didn’t get a Corvette.)
That’s what we do as marketers (admittedly maybe even the crying part). For every 10 decisions we get right, there inevitably will be one that we regret. But we remain brave, steadfast believers in our services and skills. You will never find a marketer shutting the blinds and curling up in the fetal position, unless it’s a brainstorm session.
Owning up and moving on
Being brave also means taking ownership for our mistakes. As professionals, we’re committed to being perfect. But only God is perfect. And though we try, it’s really not fair trying to live up to those expectations.
So we say, “#$%&!.” Work our tails off to make it right. And we all agree to move on. Because tough decisions are written in pen and not pencil, the best we can offer is a do-over.
Mind you this is not an indictment of marketers. Nor is this an admission of guilt. It’s just my attempt to ensure that we all go into this whole creating-killer-marketing-communications-to-help-you-sell-lots-of-product-and-generate-lots-of-revenue endeavor with our eye on the ball.
Mistakes are bound to happen. But there’s something much worse than making the wrong decision. Passing on the chance to hire The “Adholics” so we can provide the perfect marketing solution for your company would be a real goof up.
Make the call. Contact The “Adholics” to learn more about how we can help you get it right.
Today’s post is something I know I am horribly guilty of. I have always loved the feeling of holding down shift-1 until my computer smokes to make my point. But now, after reading this post by “Adholics” copywriter Josh Anderson, I have decided to enroll myself in exclamation point rehab.
It’s a 2 step program.
Step 1: Realize it’s unnecessary
Step 2: Never do it again!!!!! (one last time for good times sake)
Hope you enjoy this post, and I hope you don’t take it as personally as I did when I first read it, he really does have a point here, not of the exclamation variety.
Say it don’t spray it!!!– 5 reasons to avoid exclamation marks
By Josh Anderson
Copywriter, The “Adholics”
Hey you! Yeah, you! The one who’s reading this! Buy what I’m selling! Now! Or your life will forever be void of meaning!
Annoying isn’t it?
Exclamation marks have their place – it’s called fifth grade English. Beyond that, you can leave them in the Trapper Keeper. Here are five reasons why you should refrain from punching shift-1 on your keyboard.
1. Exclamation marks are distracting
Adding an exclamation mark to a perfectly constructed sentence is like painting eyebrows on the Mona Lisa – you should just leave well enough alone. That’s because instead of adding excitement to what you’re writing, exclamation marks can distract readers from actually reading your message.
How?
Exclamation marks serve as visual roadblocks.
Your reader sees the cue for excitement. But instead of yelling, “Rock on!” in support, he or she stops reading and tries to decipher what is so exciting about the sentence.
Is it the otherworldly benefit just introduced? Or perhaps it’s the use of astute alliteration? At this point it doesn’t really matter. They’ve been interrupted, which isn’t a good thing if you’re trying to hold their attention in a print ad, web site, blog post or other written communication.
2. Exclamation marks are lazy
What you have to say about your product or service should be persuasive enough without leaning on this crutch. Adding an exclamation mark doesn’t make your message more interesting to the reader. Often it causes the opposite effect. Today’s consumers are savvier than ever before. They can see a sales tactic from miles away. Telling them to “Act Today!” just adds an orange caution sign to your slow moving communications vehicle.
3. Exclamation marks are for kids
Don’t get me wrong, plenty of professional writers and companies use exclamation marks. And they are successful doing so. But you have to consider the medium and audience.
Take point-of-sale displays in grocery stores for example.
Many have exclamation points splashed on them almost as liberally as varying hues of pink and orange. But their audience is kids who are drawn to this kind of design and typography.
If your company is looking to attract the attention of pre-teens, then go wild with exclamation marks. We all know the only way to grab the attention of kids is by yelling at them, right?
4. Exclamation marks are desperate
No other type of punctuation pleads better than exclamation marks:
“Going-Out-Of-Business Sale – Everything Must Go!”
“While Supplies Last!”
“Liquidation Sale – Two Days Only!”
In other words, “Please buy our stuff so we can make a quick buck.”
These kinds of messages erode a company’s brand. They make you look like you’re only interested in short-term sales rather than long-term relationships.
This isn’t what you want to convey in today’s marketplace. Consumers know you’re out to get their business. And they’re willing to give it to you. But you have to be willing to work for it. Make your customers feel important, exclusive, unique. Give them a reason to be loyal to your brand.
But don’t beg for it. Exclamation marks just make your message look desperate. Take this successful tagline for example:
“Got milk?”
You can become part of an exclusive club by drinking milk. But what if they had gone a different route:
“Get milk!”
Kind of leaves a sour taste in your mouth doesn’t it?
5. Exclamation marks are weak
Whether you’re marketing gallons of 2% or complex products and services, focus on strong messages not tired tricks. Leave the exclamation marks to everyone else. Stand out by leveraging unique visuals, engaging copy and innovative media. And if you’re not set up to do it in-house, partner with a marketing/advertising firm that can help your company find its voice.
I’ll be the first to admit it: I’ve lobbied Webster to eliminate the exclamation mark. But please don’t let that be a reason you don’t contact The “Adholics” to find out how we can help your company develop a brand persona that works for you – and only you. Call us today! (Sorry, but we’d really love to talk to you.)
I wonder how Mr. Anderson feels about smiley faces:)
Now that you know the names of the “Partners” in the group, you might be wondering why so many Andersons? The post below provided by “Adholics” copywriter Josh Anderson tackles this question as well as announces the concept of The “Adholics” in a most entertaining way.
Enjoy!
Scandinavians Sell
By Josh Anderson
Copywriter, The “Adholics”
The “Adholics” host more Andersons than an ice fishing opener on Mille Lacs Lake. At last count three of the 14 partners share the same last name, though we’re not related.
Please don’t dismiss us because of this northern exposure. Sure The “Adholics” is headquartered in Minnesota, and many of us sport Scandinavian genes. But the Andersons have evolved beyond the Ole and Lena stereotypes. And collectively we work hard to ensure the only jokes told about us involve the weather.
Expert communicators:
Ever wonder how you can tell if a Scandinavian is extroverted? He looks at your shoes when he talks with you.
Minnesotans are often portrayed as the strong, silent types with dispositions only slightly above freezing (weather joke quota met). That’s not the case with The “Adholics”.
Some of us talk more than others, but we all have opinions. And we’re not afraid to express them, especially when it comes to marketing communications. That’s because we’re experts at what we do, all of us bringing substantial amounts of expertise to the table.
As seasoned industry veterans we know how to keep our clients’ best interests in mind, while making sure we all see eye-to-eye on how best to meet your business objectives. The “Adholics” speaks up to champion your brand.
Experienced sales people:
Ole bought Lena a piano for her birthday. A few weeks later, Lars inquired how she was doing with it.
“Oh,” said Ole, “I persuaded her to svitch to a clarinet.”
“How come?” asked Lars.
“Vell,” Ole answered, “because vith a clarinet, she can’t sing.”
One great benefit of working with The “Adholics” is our ability to turn a business challenge on its ear to provide you with the best solution. That solution isn’t always a magnum opus. Sometimes all you need is an ad campaign, web site relaunch or literature system redesign that’s in tune with your business needs and works in concert with the success you’ve already enjoyed. We offer both.
Big thinkers:
When Ole accidentally lost 50 cents in the outhouse, he immediately threw in his watch and billfold. He explained, “I’m not going down der yust for 50 cents.”
The “Adholics” get paid to think big. And we want you to feel like you’re getting your money’s worth. So don’t be surprised if we go beyond what you expect.
Just want a print ad? Have you thought about the impact of a yearlong campaign? Your web site doesn’t need a bunch of bells and whistles? Have you considered how a 3D animation of your product may improve sales? Only interested in traditional media? What about the affordability and reach of social media?
We’re not going above and beyond to soak you for more money. The “Adholics” have a strong personal commitment to diving head first into every project and providing a comprehensive marketing communications plan that cuts through the clutter. Not only that, but our solutions are backed by years of executions that increased market share, improved revenue and strengthened brand recognition.
The “Adholics” is more than a group of well-intentioned Upper Midwesterners. We are hard working marketing communications specialists, expert communicators, experienced sales people and big thinkers. Scandinavian or otherwise, we scoff at jokes like this:
The schoolteacher asked little Sven, “Sven, what is the difference between ignorance and apathy?” Sven answered, “I don’t know, and I don’t care.”
For the record, the abundance of Andersons in the group was purely unintentional on my part, (though I do find all of my Andersons to be very talented) Fedie is Austrian (In the interest of full disclosure I’ll admit to being 1/4 Scandinavian) and to address any further repetition of names, though I am unclear on the origin of the name, the two Fribergs are married.
Creating The “Adholics”
Joshua Fedie | Principal | The “Adholics” LLC
The idea for The “Adholics” has been a personal dream of mine for years, but one I never thought I’d have the courage to actually act upon.
To quit a perfectly good job with one kid and one on the way in the worst recession of my lifetime is admittedly crazy, yet it seems like the right thing to do. And not just for me and my family who would love a little more quality time together. But the right thing to do for my future clients with budgets, not needs, that have been slashed.
Watching as marketing directors cut important and desired items because “I just can’t make all these items fit into our budget” has become all too common at far too many companies. Agencies aren’t helping. Instead of cutting prices to help companies meet some of their marketing needs, the agency world is fighting to hold on to that all-important $200+ hourly rate.
Can you blame them? Keeping the agency doors open requires a lot of money to cover rent/payroll/benefits/heat/phone, to name a few.
The concept behind The “Adholics” minimizes the generation of these expenses. In fact they have become nearly non-existent.
But will prospective clients embrace the concept of a virtual agency? They most likely already have, whether they know it or not.
Agencies of all sizes are struggling, especially in this economy, to bring in enough work to employ in-house talent. Instead they have been “hiring” freelance creative on a project basis when needed.
The freelancer gets his/her hourly rate from the agency, the agency passes on their $200+ hourly rate to the client, everyone gets paid and everyone is happy. The problem here is most times this is an undisclosed expense to the client who is paying for more than what they are actually getting.
The “Adholics” is built on transparency, willing to be up front and honest with the money you’re spending. We are freelancers with one big difference – our creative collaborative is a group of the best out there, not the cheapest available. And these uber-talented people have the experience to prove it.
Being a salesman, I can’t help but turn this post in to a pitch.
I apologize, I’ll stop now, I just can’t wait to sell this group!
What I really set out to do with this post is thank some people.
To the people out in the web who have been following the creation of this group on our Facebook, twitter, blog or various other social channels, Thank you. I’ve tried to keep these pieces updated with information on the group’s growth and journey to launch, and I hope you have enjoyed following. Keep watching. It’s only going to get better.
I want to thank my family for the support and not committing me when I presented the idea of quitting my job and starting a business. Anyone who’s married knows spouses are really good at putting a fast stop to stupid ideas. So thanks Wendy for giving me the green light.
I also want to thank my group, The “Partners” in The “Adholics”. You have made this scary time in my life one of the most exciting. I can’t believe the enthusiasm, talent, drive and helpfulness I have found in each one of you, and I look forward to the future successes we will all soon have. Without the support of my team, it would be nothing more than a good idea, and that’s about as far as it would have gone. I know this, my appreciation is sincere, and I thank you all. Welcome to the family.
So with that, it is time.
Today is the first official first day for The “Adholics” Marketing & Advertising Group.
Today is the realization of a dream.
Today is the end of two years of planning, wishing, questioning and second-guessing.
The website will continue to undergo some changes as we grow, as will the portfolio. But I see no better time than today to kick things off officially. The partners have been added to the site, and their work will follow soon, but for now if you are curious please visit our social media channels, these should give you a good grasp on the size and talent of the group.
Guest post #2 for “Adholics” partner Josh Anderson, I got a real kick out of this article, hope you enjoy.
Confessions of a copywriter
By Josh Anderson
Copywriter, The Adholics
The first time I told a friend I was a copywriter he said, “So you deal with trademarks?” Well no, not exactly.
When I called up my dad to tell him the first web site I wrote was published he said, “So you developed it?” Well no, not exactly.
Last time I told a peer that I was working in the marketing communications department at a leading financial services company he said, “So you sell insurance?” Definitely not.
Seems there’s some confusion as to what exactly a copywriter does. Hopefully by dispelling some misconceptions I can help clear things up. More importantly, I hope to illustrate the important role copywriters can play in the success of your company.
Truth #1: Copywriters write catchy slogans, and other important details
If you’re not an advertising insider or someone who TiVO’s “Mad Men”, I can understand how easy it is to limit copywriters to the slogans you read or jingles you hear. But we do more than that. Copywriters are responsible for writing copy.
And what is “copy”? Well, you’re reading some now.
Copy can be a blog entry, tweet or Facebook update, the words in a print ad, the script for a TV or radio commercial, the content of a web site. And yes, copywriters come up with slogans, jingles, taglines and program and product names, though these are usually part of a larger campaign.
Perhaps a better explanation is that copywriters are responsible for building a brand persona. Our copy helps give companies a distinctive voice in the marketplace. And with well-written, strategic copy, companies can more effectively talk to their target markets. Good copywriters can actually help move the sales needle.
Truth #2: Copywriters are professionals, ripped jeans and all
If everyone could write copy, then I would’ve stuck with my original plan to major in English and sling coffee at an Uptown cafe. And this would’ve been the shortest blog post on the internet.
Fortunately that’s not the case (though you may be wishing this post had ended about three sentences ago). Copywriters are professionals despite our appearance, and we take our craft seriously. We’re always fine-tuning our skills, looking for new ways to execute communications in a fresh, engaging way. And we’re constantly adapting in order to take advantage of new media – see my post on writing for social media (link).
Every company believes they have an employee who writes well enough for their needs. Chances are this person may have every relevant rule of English memorized. But it’s copywriters who know when, why and how to break those rules. And when it comes to communicating in today’s saturated mass media, doing what’s unexpected helps companies cut through the clutter and reach their target audience.
Truth #3: Copywriters work with your company, from the outside
By definition, freelance copywriters are not one of you. And that’s not necessarily a bad thing. Here’s why:
Fresh perspective – Copywriters have the luxury of looking at your business without bias. We can easily identify what you’re good at and we may even identify strengths that companies don’t see themselves.
No boundaries – Copywriters come at your brand from all angles. We look at what’s been done before and find ways to do it differently, or better, or both. We aren’t bound by your company’s history, inner workings or past performance.
Always hungry – Copywriters are eager to solve a marketing challenge. Sagging sales, how about mailing a killer direct response campaign? Your company’s suffering from a lack of awareness, how about running an unforgettable print ad campaign? We’re always searching for the next opportunity to churn out great copy. And not necessarily for the awards. Copywriters want to be part of something that has “legs,” an effective, memorable campaign that runs for a long time. And we want to be the person your company turns to every time you have a writing need.
Copywriters are also good editors, though not necessarily when it comes to our own blog posts. But hopefully this long-winded explanation helps clarify exactly what a copywriter does. If not, contact The Adholics to find out what a copywriter can do for you. I sure hope my dad is reading this. Share
As an interesting followup to Jason Sem’s post last week, The “Adholics” copywriter Josh Anderson has decided to throw some of his thoughts on Social Media into the mix.
Hope you enjoy!
Talking to kids these days – 3 ways to write for social media
By Josh Anderson
Copywriter, The Adholics
It’s a social media world out there, and companies are just living in it. If they want to reach their customers, they need to figure out ways to reach them through Facebook, Twitter, the blogosphere, not to mention a multitude of other channels. And they need to take advantage of this crucial brand building opportunity starting today.
But what if your company is ready to jump in? How do you actually begin implementing your plan? Are there rules to being social?
In the immortal words of Captain Jack Sparrow, “They’re not rules, they’re more like guidelines.” Interacting through social media doesn’t come with an instruction manual, but there are three do’s and don’ts to keep in mind.
1. More spit, less shine
Too often companies treat social networking like traditional media. Problem is consumers are much savvier these days when it comes to mass communications. They can see an ad coming a mile away. And now thanks to Doritos, they’re actually making their own and running them during the Super Bowl.
As a copywriter, it pains me to say it: If your company is going to be on social media sites, you need to leave some of those rough edges on your messages. Remember, you’re having a conversation and building relationships. When was the last time a coworker met you at the water cooler and recited five reasons why she prefers Culligan over the leading brand?
That’s not to say you shouldn’t have a good idea of what you’re going to say before you post it. But if you want to develop lasting relationships with consumers through social media, remember to KISS (keep it simple, stupid).
2. Leave ROI out of it
Let’s not kid ourselves companies consider tweeting, Facebooking or YouTubing to make money. But this isn’t the place where your call to action results in immediate reaction.
Social media is a branding venture based on consumer loyalty. You should focus on the interaction you’re having with your customers. The day you start overtly driving customers to 800-numbers is the day your company starts losing followers. Build up to it over time. Sprinkle deals in here and there. Don’t push too hard, too soon.
Besides, social media is cheap to produce. It’s not like you’re pumping thousands of dollars in to it. So take the time to genuinely interact with your customers and don’t worry about the return on investment. If you build it (the relationship), they will come (the Benjamins).
3. Be active
While we’re on the subject of money, it’s worth noting that social media is a perfect outlet for many companies who need or want to report quarterly results. But for every spread sheet of numbers you post, you should consider posting 57 messages about people.
Some consumers enjoy numbers. But most are interested in who you are as a company. They want to know what you stand for, both as an employer and within your community. So tell them. Often. And use a variety of methods.
Share quick updates about your food drive. Link to your president’s blog entries detailing why your company is an expert in the field of widgets. Post short videos documenting your latest product innovation. And make sure to contribute at least two times a week.
Sound simple enough? It is. And you’ll be impressed at how quickly the kids start listening to what you have to say. For more tips on how to utilize social media, contact The Adholics. Or just follow us on one of our 12 channels.
The “Adholics” have been voted most likely to succeed, and preemptively awarded business of the year 2012 by almost all top business magazines in North America.
“This is big news!” Adholics Principal Josh Fedie was quoted exclaiming as he received the awards in the mail today.
Well technically the awards arrived yesterday, but being that the mail carrier was a little later than normal on her Saturday rout, Josh decided to wait until Sunday to make the trek to the mailbox.
“I was on my way to celebrate Mothers Day with my family and remembered I had better get the mail first. I was so blown away by the news I had to call my mother and ask if we could reschedule!”
As shocking as this may sound to be awarded a coveted “Business of the Year Award” 1.5 years early, Josh explains that it was all a part of his business plan.
“My business plan was pretty simple, get a killer group of talented creative marketers, pool their talents and revolutionize the industry. Winning “Business of the Year” wasn’t until year three of my plan, but I understand the rush, The “Adholics” are going to be great!”
An unnamed business executive at another firm is not quite as happy as Josh is about the news.
“This is (expletive) How can you give them an award this early, they haven’t even officially launched! Look, if this is how the award process is going to be, I’m not even trying for 2013. Should I even hold my breath for 2011?”
I wouldn’t hold your breath too long. My sources claim to have information hinting that all 2011 awards will be canceled to build as much suspense as possible prior to the 2012 award season where The “Adholics” are rumored to steel the show, taking home not only “Business of the Year”, but also “Agency of the Year” as well as the never before awarded “Best in Universe”.
As far as other agencies throwing in the towel early out of frustration, Josh Fedie is just fine with that.
“We plan on winning for 2013 in 2012 anyway, this just makes our chances a little better.”
We’ll have to just wait and see, but it sure is looking good from where I stand.
