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#MarketingTitbits – Google, Innocent and valuable brands

Google-Innocent-Interbrand-smaller1. Help celebrate Google’s 15th birthday
September 27th 2013 marked Google’s 15th birthday and they celebrated in classic Google style with an interactive doodle that allowed users to play the Mexican party game piñata. Google also had a retro celebration by publishing a website which replicates the way the search engine looked in 1988. Mashable, the American online magazine have also been celebrating Google’s birthday with a poll on what your favourite Google product is, if you haven’t already voted then click here!

2. Innocent marketing

Right from the very start Innocent’s marketing strategy was unique. In 1999 the three founders created their first smoothies and set up a stall selling them at a music festival. In front of the stall they had two bins, one saying “YES” and one saying “NO”. They asked their customers to put their empty bottle in the “YES” bin if they thought they should quit their jobs to sell smoothies. By the end of the festival the “YES” bin was full and the “NO” bin had only 3 empty bottles in it.

Since then Innocent have gone on to sell over two million smoothies every single week. Last year they sponsored the 2012 Olympics and have proved to be masters of social media and experimental marketing. To read more about how effective they are at marketing click here.

3. The 20 most valuable brands in the world

Last week, Interbrand released their list of the world’s top 100 most valuable brands. For the last 13 years Coca-Cola have been at the very top of the list but this year they have been knocked off the top spot by none other than Apple. To have a look at how Interbrand created this list and to see the top 20 most valuable brands, click here.

 

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#MarketingTitbits – Ron Burgundy, Tikker, company growth

RonB-Tikker-Growth-smallerRon Burgundyis Chrysler’s new spokesman and “it’s kind of a big deal”If you’ve never heard of Ron Burgundy then now is about time. The fictional character played by Will Ferrell has been announced as the new spokesman for Chrysler’s new model, the Dodge Durango. Mr Burgundy has made an appearance in a series of television adverts and short films online in a bid to advertise the new Chrysler car where he describes it as “360 times better than a horse” and emphasises the glove box which can hole “2 turkey sandwiches” or “70 packs of gum”! To have a look at some of these hilarious adverts from Chrysler, click here.

‘Watch’ the countdown of your life with Tikker

A new digital wristwatch called Tikker has been designed to tell the wearer exactly how much time they have left to live. On buying the watch, users must fill out a personal health questionnaire which will give them a number, they then have to subtract their age from the number and the countdown begins. Feeling sceptical? Each watch comes with a handbook which explains the exact process that goes into working out how much time a person has left to live.

We have to admit when we first heard about this we thought it sounded a little bit depressing but Tikker claim that the idea is to stop people from wasting their lives. If you want to ‘stop wasting your life’ and get yourself a Tikker watch, or even if you just want to read a bit more, click here.

Grow your business in 5 easy steps

According to Entrepreneur.com, too many start-ups today are staying in start-up mode and failing to take actions to promote ‘real’ growth. If you thinkthis might be something that applies to you and your business this article is definitely worth a read. To have a look at the five easy steps every company must take to grow their business click here.

 

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#MarketingTitbits – marketing, ASDA, Google

asda-google-marketing-smaller21. What can we expect from the next decade of marketing?Marketing in some form, impacts upon virtually every individual and business on the planet. That’s why we think it’s really important for you to have a look at this article from Forbes. Not only do they outline what we can expect from the next ten years in terms of marketing, they illustrate how marketing has developed over the last 50 years. Everything mentioned can easily be applied to your business – not matter how big or small. To read more, click here.

2. ASDA lets shoppers create models of themselves using 3D printing

Have you ever wanted a model of yourself? No – us neither, but for those that that have, ASDA is the place for you right now. Just in time for Christmas, ASDA is launching its newest product. Using 3D printing, customers can now buy models of anything they like. You, your pet or even your car, the list is endless. Shoppers can even chose the finish of their model – coloured, white or bronze. You can scale the model to any size. Prices start at £40 and go up to £250. To read the full article, click here.

3. Google says users are clicking on more ads

As you know, Google is world’s biggest search engine, handling over an estimated 100 billion searches every month. On a daily basis, 500 million of those searches have never been seen by Google before. As users searching habits change, Google has to respond. One trend Google has also observed this year is that the total amount of paid clicks has gone up by 26% – this is thought to be caused by users accessing Google via mobile devices. To read more,click here.

 

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#MarketingTitbits – Facebook, Pinterest & Halloween

facebook-pinterest-halloween-final-s1. Facebook brand reputation suffers over beheading videos
In May earlier this year, Facebook released a statement saying that they will ban all graphic content uploaded to the social networking site, until it has been reviewed by them. Despite this, last week Facebook made the decision not to ban a very graphic video of a woman being beheaded. Subsequently, Facebook users  and various groups across society expressed dismay at Facebook’s new stance  – especially given children as young as 13 can have a Facebook page and therefore, access to content on Facebook. Even the Prime Minister, David Cameron, tweeted “It’s irresponsible of Facebook to post beheading videos, especially without a warning. They must explain their actions to worried parents.” In response to the public outcry, Facebook backtracked and altered their policy. Take a look at the full article, click here.

2. Pinterest is now worth $3.8billion

Pinterest is a photo-sharing site first launched in March 2010. Since its inception, it has gone on to become one of social media’s success stories. In December 2011, the site became one of the top 10 largest social media sites according to Hitwise data. In October 2013, Pinterest now has 70 million users and 2.5 billion monthly page views. It is the fastest growing social networking site and has about 500,000 business accounts. Pinterest is now valued at a whopping $3.8 billion. If you’re not already a ‘pinner’, it is well worth taking a look to see if it could help your business. To find out more, here’s a great article from Mashable, click here.

3. Halloween marketing

Halloween is seen by businesses large and small as an opportunity to tap into the population’s increasing fascination with the ghoulish festival . Restaurants, bars and cafes ‘halloween-ify’ their menus with “Scary Sausage and Mash” or “Creepy Coffee”, whilst online retailers offer ‘Spooky’ deals and discounts. Despite the plethora of cynically tenuous attempts to jump on the Halloween bandwagon, the likes of Carling, Booking.com and Lyles have been a bit cleverer. They have gone the extra mile with their Halloween marketing this year. To take a look at the good, the bad and the ghastly of Halloween marketing 2013, click here.

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#MarketingTitbits – ‘Selfie’, Pinterest and Coke Zero

OFD-Pint-coke-smaller1. And the Oxford Dictionary’s word of the year is…“Selfie”Every year, The Oxford Dictionary announces their International Word of the Year, in previous years we’ve had “bovvered”, “simples” and “credit crunch”. Arguably each year’s word tells a lot about society and the culture at the time. In 2011 “squeezed middle” was the Word of the Year and in 2007 it was “carbon footprint”.

2005: sudoku
2006: bovvered
2007: carbon footprint
2008: credit crunch
2009: simples
2010: big society
2011: squeezed middle
2012: omnishambles
2013: selfie

Despite the fact that the word ‘selfie’ first appeared in 2002, where it was used in an Australian online forum, it has taken 11 years to make it to into mainstream culture. Social networking apps and sites such as Instagram and Snapchat are a large part of the cause and we’re not sure what this says about today’s society; we’ll leave you to be the judge!

2. Inspiration for integrating Pinterest into your email marketing

Over the last few years Pinterest has become one of the fastest growing social networking sites in the world. Since the site launched in 2010 they have grown to have over 70 million active users.

Many brands, big and small, are catching on and beginning to use the platform more intensely and if you haven’t already thought about whether or not it could benefit your business, then you probably should. For businesses where the ‘visual’ is less intrinsic, it can be harder to use Pinterest in an effective way but for those of you whose business embraces ‘imagery’, here is some inspiration for you.

This week we found a great article from Econsultancy which showcases 20 retailers integrating Pinterest in their email marketing. To have a look, click here.

3. Coke’s hideous Christmas sweaters

 As the run up to Christmas begins, the shops are full of gifts for family and friends. Christmas decorations are starting to emerge and festive food fills the aisles in supermarkets. The competition for the most loved Christmas advert starts again, with John Lewis, Marks and Spencer and Waitrose amongst the usual favourites. Their classic Christmas adverts can be seen on television during nearly every advert break; however, this year Coca-Cola decided to do things a bit differently.

In recent years the hideous knitted Christmas jumper has made a comeback, appearing in shops everywhere. Coke Zero’s latest marketing campaign is in homage to this traditional Christmas apparel. The drink’s brand have launched a campaign to design of the ugliest Christmas sweater. Users design their jumper and then vote for other peoples. The 100 best tacky sweaters will win their very own custom-made hideous Christmas sweater. To enter, click here.

 

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TLC Business Marketing Seminar 2013

Last Thursday, TLC Business hosted our annual marketing seminar at Southampton Science Centre. This year, we focused on ‘Marketing for SMEs in 2014’. The guests were treated to a working lunch, tackling topics such as:

 

  • Digital vs. traditional marketing
  • SEO – what Hummingbird means for marketers
  • Why your marketing isn’t working
  • Moving with the times
  • Top marketing tips all SMEs should know

 

TLC Business Director, Joshua Spencer, said “Each year we like to tackle the marketing topics our clients and contacts are most interested in, this year this was overwhelmingly digital marketing and all that it entails. We try to translate the information into an easily accessible format, which is relevant for SMEs. I hope we achieved this. ”

 

We were delighted to receive excellent feedback, below are just a few examples and 100% of people stated they would recommend attending future TLC Business events.

 

‘Very informative, covered many aspects’

‘Excellent’

‘Very good contrast information and education’

‘Very good event – very thought provoking’

‘Very informative presentation. I learnt so much on how to develop our marketing further. You were very knowledgeable and explained many things in ‘English’. Thank you.’

 

If you were unable to attend the seminar, but are interested in the topics covered, please contact us on 01962 600 147 or email anna@tlc-business.co.uk.
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What SMEs need to know to market effectively in 2014 – seminar summary

Image3-2Last week, TLC Business hosted our annual marketing seminar at Southampton Science Centre. This year we focused on ‘Marketing for SMEs in 2014’. The guests were treated to a working lunch, tackling a range of hot topics on marketing for SMEs. As promised, we have created a blog outlining some of the main themes we explored on the day, so you don’t miss out!
Digital vs. traditional marketing

15 years ago the term ‘digital marketing’ did not even exist showing just how fast technology is moving and how important it is for marketers to keep up. The debate of which type of marketing is more important has been around for just as long and every marketing professional will have their own opinion.

The statistics around digital marketing channels are compelling. B2B companies that blog generate 67% more leads than those that don’t. So if you’re not already blogging, perhaps you should be thinking about it. Regarding social media, 52% of marketers said they have found a customer on Facebook and 43% on LinkedIn.  In terms of influence, surveys have found 63% of readers are more likely to be influenced by blogs over magazines. These are just 3 examples from a plethora of impressive statistics as to the effectiveness of ‘digital marketing’.

However, despite all the focus on digital marketing, in 2013 digital budgets are forecast to account for just 20% of overall marketing spends and TV, press and outdoor advertising was up 3.4% in the third quarter of 2013.

So what did we conclude? Two main points:

1. If you’re not at least planning on how to use ‘digital marketing’ in your business you should be, because your competitors are likely to already be reaping the rewards.

2. We would argue that the term ‘digital marketing’ has become extinct in any case. So intrinsic are digital channels in one’s overall marketing mix that to imply it is somehow distinct from ‘marketing’ in general is outdated. Digital is so important that it cannot be left out!

The rules of SEO

Over the last few years Google have released a number of different algorithms that enable you or I to find what we are searching for on Google. Famously coy about what companies need to do to enhance their search engine rankings, Google has worked hard with its algorithm updates to eradicate the contrived methods of SEO practitioners to artificially inflate a website’s search engine rankings.

First came Panda. Panda dealt with dubious content pages and demoted websites that attempted to dupe Google about the relevance of pages. Next came Penguin. Penguin came down hard on iffy link building, resulting in a number of big names plummeting down the rankings . And now to Hummingbird. Released towards the end of the summer this year, Hummingbird (birds famed for being precise and quick) moved the goal posts (albeit slightly) once again. Hummingbird has responded to the change in the way that Google’s users now search. It seems we are asking questions more rather than searching for terms that might link to information they want to find. Put simply, Hummingbird ‘thinks’ and ‘acts’ more like a human and recognises the intent (semantic meaning) behind the search phrase.

The best way we have heard the subtle shift in intent from Google described is the following; currently we have ‘search’ engines – Google wants to become an ‘Answer ‘engine.

It is helpful to keep this in mind when creating your content. Consider creating tutorials, ‘how-to’ guides, explanations and general content that provides solutions to challenges in your industry or that your target audience might be experiencing.

How to make your marketing work more effectively

The first rule for making your marketing work more effectively is to know your market. Do you know what competitors are out there and what they are doing.

What about your target audience? Have you established they actually want and value what your business provides? Have you reviewed the demographics; where are they located, what segments exist, what type of marketing is most influential to them. For instance, a 20 year old might find social media marketing a lot more influential than a 70 year old.

The future is never clear and forecasts, even from experts, might never come true. Despite this, it is still important to look to the future when thinking about your marketing. What changes are taking place in the marketplace? How are consumer purchasing habits changing? What technology is becoming available to utilise in your business or your marketing? A lot of the time the information you are looking for is already out there, it is just a question of finding it!

Moving with the times

The pace of change in the marketing sector can feel daunting at times, leaving some to cling to old familiar channels and ignore potentially effective ones in the process. Making an effort to ensure you move with the times is very important. It might not always be appropriate for your sector or audience but the very nature of establishing that is a useful process in itself to better understand your audience.

The annual B2B Buyersphere Report was reviewed and illustrated the different types of social media that are being used by B2B buyers currently. Somewhat surprisingly, Google + came out on top, indicating that perhaps Google’s social media offering is beginning to gain traction.

The presentation looked at the rise of ‘Moment Marketing’, where marketers respond to real life events, in real time. Nestle, Nandos and Paddy Power demonstrated great examples of mastering this. Most importantly, SMEs, through leveraging their social media networks, can compete on an equal footing with corporate giants in the ‘Moment Marketing’ arena.

Mobile marketing was a hot topic; with staggering statistics about the adoption of smartphone – by the end of 2013 there will be more smartphones on the planet than people.

The significance of this for marketers is that more and more interactions between companies and their target audience are taking place on mobiles.

The knock on effect of this is that it is imperative that businesses design their website and content (such as emails) to be mobile friendly.

Equally significant is the rise of ‘People Power’. Mirroring the rise of social media, the likes of Facebook, LinkedIn and Twitter now give the average Joe in the street a platform to reach a global audience. Marketers need to accept and embrace this rather than fear it. Businesses might not be able to exert the same control that they are used to in more traditional marketing channels but they are able to reach a far wider audience and engage in ways previously unheard of. Social media represents a massive opportunity for businesses and can no longer be ignored.

Top tips all SMEs should know

The event was rounded off with a few key tips that all marketers or those running a business should take away with them. These encompassed:

1. Knowing your audience and the market research tools you can use to do this

2. If you read two books, we recommend ‘The Psychology of Persuasion’ and ‘The E Myth Revisited’

3. Embrace email – the stats all show it works

4. Make sure your content is up to scratch

5. Get yourself on social media – whether you’re there or not we guarantee your competitors and customers will or soon will be

6. Go mobile

 

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#MarketingTitbits – Evian, 2014, resolutions

evian-2014-resolutions-smaller1. Evian launch their January marketing campaign
Yesterday, Evian launched their new marketing campaign for 2014. The month long campaign has launched on Facebook and Twitter asking fans to act young and banish the back to work blues. The slogan ‘This new year, ask your inner child out to play’ is teamed with ideas of how to live young; for example asking for a piggy back and playing sleeping lions.

To read more, click here. 

 

2. 12 simple ways to be happier and healthier in 2014

As is customary each New Year, once the hangover has worn off and the silly string has been removed from the light fittings, one’s thoughts turn to New Year’s resolutions and how to make the forthcoming year better than the last. From breaking a bad habit, to trying something new, be sure to have a look at these simple ways to be happier and healthier in the forthcoming year. 

 

3. The 36 resolutions that actually matter for 2014

Keeping with the theme, if you are anything like us, your New Year’s resolutions will be forgotten within a week! This might be because the resolutions we set ourselves are unrealistic or maybe because they aren’t changes that we really want deep down. We saw an article this week which highlights 36 resolutions that actually matter for 2014. We’re not suggesting you commit to all of them but maybe pick out the few that are most relevant to you and give it a go, don’t forget to let us know how you get on.

Click here to have a look at the resolutions.

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#MarketingTitbits – Jelly, Lucozade, emails

jelly-lucozade-emails-smaller1. Ben and Jerry’s marijuana tweet
The first of January marked not only the beginning of a new year but also the legalisation of recreational marijuana in Colorado. The state is now the first place in the world to allow stores to sell cannabis to anyone over the age of 21.

Unsurprisingly, this is not something that most brands consider to be a great real-time marketing opportunity. Despite this, it seems Ben and Jerry’s are one of the few, if not the only, major brand to capitalise on the news.

True, Ben and Jerry’s have never been a company to shy away from controversial issues – last year they celebrated the legalisation of same sex marriage by changing the name of their “Oh! My! Apple Pie!” ice cream to “Apple-y Ever After” and decorated the tubs with a gay couple on a wedding cake adorned with rainbows. They tweeted on January 2nd “BREAKING NEWS: We’re hearing reports of stores selling out of Ben & Jerry’s in Colorado. What’s up with that?” The humorous mention of Colorado’s change in law prompted over 9,500 retweets and nearly 6,000 favourites.

To read more, click here. 

 

2. 15 quotes to inspire you to greatness in 2014

Forget resolutions, here are 15 quotes to inspire you to greatness in 2014.

Here are two of our favourites:

“The best way to predict the future is to invent it.” – Alan Kay

“If I had six hours to chop down a tree, I’d spend the first four hours sharpening the axe.” – Abraham Lincoln

To read all 15 and find out what each one means for you, click here. 

 

3. Why social media in 2013 was all about image and why your business should take notice

In 2013, visual social media was on the rise. Vine, Pinterest and Instagram became three of the most popular social networking apps, and that’s not even mentioning the use of Snapchat and Instavid. The power of the image will undoubtedly continue in 2014, so make sure you think about this when considering your social media content this year. After all, when you only have 140 characters, having an image speak a thousand words is invaluable!

To have a look at why social media became visual last year and how you can apply this to your business, click here.

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#MarketingTitbits – media mentions, coding, Twitter

media-coding-twitter-smaller1. The companies with the most media mentions in 2013
 Each year, Dow Jones publish their Global Dow Index which includes a list of the companies with the most media mentions for that year. Unsurprisingly US tech giants topped the list with Google being number one, Apple coming in a close second and Microsoft coming in a close third.

To have a look at the rest of the list from Mashable, click here.

 

2. Become a coding expert and a better marketer

 Learning to code is rapidly becoming an indispensible skill; it can open up a whole world of new opportunities, and can make you stand out a mile when looking for a new job. There are many online courses that offer to teach you everything you need to know to become an expert coder, some free and some paid. We think Codecademy is one of the best free websites that can teach you about all different types of coding and how to use them.

To read more about why and how you should learn to code,click here.

 

3. How the top 100 brands use twitter

If your business isn’t already using Twitter then it’s about time you thought about it. It has been one of the fastest growing social networking sites since its launch in 2006. If you don’t yet use Twitter to connect with your customers or if you’re simply in need of some fresh inspiration, have a look at this article which highlights how the top 100 brands use Twitter.

To read more, click here.

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