Optics and Metrics

Will this work?

In my former life, I programmed radio stations for a living. I loved my time in radio but one of my biggest grievances remains today:

Measurement.

• To measure ratings in radio, a tiny percentage of the population is asked their opinion to speak on behalf of the masses.

• The newspaper industry claims each paper is read by several people.

• Television polls the same people and calls it consensus.

• Direct Mail response rates higher than 3% point to a resounding success.

• External advertising industries claim the billboard will be seen but you must remember the three second rule.

Yet companies remain sceptical that an online strategy can help them.

It's important to note that if you own a business and you are unsure the best solution for you - be careful of those who will drown you in metrics and doublespeak. That is especially important when delving in to the online world.

I am not bias toward particular media though I do lean to some more than others because of effectiveness. This won't be another article about relationships and two-way conversations. It must be based on strategy, not theory. All media has its place and I have clients who use them all. This is more about paying attention to what is important to you and your business. It's about managing your expectations.

You can’t ask everyone and there is no such thing as the perfect shot. Every industry has its metrics yet often business owners when introduced to digital solutions want documented results at the beginning.

It is valid to want to know the expected results of marketing dollars (after having a great offering and a well focused plan and message) but running a business like an ad campaign is dangerous sport.

Living By Numbers

I like metrics and research. I think both are important but if you want a guaranteed solution chiseled in granite every time you may be waiting a while. I don’t condone running your business with wild abandon but balance is good. Numbers can be a deterrent. Numbers can intoxicate you. Numbers can be deceiving.

If you live and die by fuzzy metrics, you may not be seeing the entire equation.

knealemann

photo credit: healnh

original post: feb 2010

The Digital Arm Wrestle

As we quickly get to two billion people online, this is no longer something of a boutique or alternative behavior.

I chuckle when I hear terms like “digital marketing” and “new media” because when you have almost a third of the world’s population participating in an activity that is by definition mainstream. I realize we need these terms for those who haven't caught up but everything you do in your business is marketing and everything you use is media.

What is Traditional?

Most refer to “traditional” media as television, print, outdoor and radio. All remain viable for content, entertainment, information and advertising. Radio is not dead. Print is going through a transition while direct mail remains the biggest form of advertising. Billboards and bus boards remain filled with messages. And the television model is evolving.

Facebook has over half a billion users, Twitter is close to 100 million and the CNN website receives over 20 million unique visitors a month.

I heard a radio sales consultant recently talk about how his medium was the most intrusive. He’s right – if the radio stations you activate are any good. There is great content in all media so before you blindly focus on the strengths or weaknesses of each choice, ensure the specific outlets are of any quality.

Advertising on a bad radio or television station is just as dangerous as assuming a Twitter stream will save your business.

But this is not solely about advertising. As someone who has been in radio, television, print, outdoor and digital, I can assure you that without a quality product you won’t see black ink no matter how many layers of marketing lipstick you put on it.

We Share What We Like

I’m a product guy, an idea guy, a creative guy, a strategic guy and that includes all content. We share with others when we see a great movie or a great commercial. We rarely discuss what medium we found it on – that is irrelevant.

As the chatter increases about this medium or that, let’s stop and be very honest about the content. Is it any good? And if the boss isn’t convinced that the Internet is a place to find new customers, ask her to put down her smart phone for a moment and listen.

What are your thoughts?

@knealemann
Helping you integrate all you do with all you do.

photo credit: ipbase

Marketing | Metrics and Minutiae

Pre-Sets and Programming

In my former life, I programmed radio stations for a living. I loved my time in radio but one of my biggest grievances remains today: measurement.

Will this work?

I Want It Now!


• To measure ratings in radio, a tiny percentage of the population is asked their opinion to speak on behalf of the masses.

• The newspaper industry claims each paper (!) is read by several people.

• Television polls the same people and calls it consensus.

• Direct Mail response rates higher than 3% point to a resounding success.

• External advertising industries claim the billboard will be seen but you must remember the three second rule.

Yet companies remain sceptical that an online strategy can help them.

It's important to note that if you own a business and you are unsure the best solution for you - be careful of those who will drown you in metrics and doublespeak. That is especially important when delving in to the online world.

I am not bias toward particular media though I do lean to some more than others because of effectiveness. This won't be another article about relationships and two-way conversations. It must be based on strategy, not theory. All media has its place and I have clients who use them all. This is more about paying attention to what is important to you and your business. It's about managing your expectations.

You can’t ask everyone and there is no such thing as the perfect shot. Every industry has its metrics yet often business owners when introduced to digital solutions want documented results at the beginning.

It is valid to want to know the expected results of marketing dollars (after having a great offering and a well focused plan and message) but running a business like an ad campaign is dangerous sport.

Living By Numbers

I’m not anti-research or anti-metrics but if you want a guaranteed solution chiseled in granite every time you may be waiting a while. I don’t condone running your business with wild abandon but balance is good. Numbers can be a deterrent. Numbers can intoxicate you. Numbers can be deceiving.

In Other News...

The Vancouver Olympics start today. Years of planning, training and hoping culminate in a two week event that costs billions and is seen by billions. And the biggest story right now is whether the weather will cooperate.

Something no amount of planning could have affected. Go Canada!

Do you ever leap before you look?

@knealemann
strategy. marketing. social media.

photo credit: i.ehow

You Have Marketing | Sleep Well

Investment Returned?

The chatter about return on investment never subsides.

If you spend money it's your right to measure the wisdom of your purchase and how it may have helped your business.

But Is It That Simple?

Stan buys an outdoor campaign in five cities for twelve weeks and sees a 9% increase in sales on the East Coast. Sounds great. The boss will love it. So is the campaign the cause of the increase? Not even Stan can be sure.

Share Points and Average Quarter Hours

Kayla has always used some of her marketing budget to place advertising on alternative rock radio stations. Since her target is Males 18-34, that makes sense but she has seen a decrease in revenue for the last five quarters. She is concerned that radio isn’t as affective anymore.

Her lean toward increasing her social media activity is justified. But the radio spend is worth a much closer look – not because of the medium – but because it may not be the reason for the decreased revenue.

Blanket and Hope

Keith is convinced that direct mail will work. He has seen the stats. He knows that less than 1% of people who receive the piece will actually spend more than a second to review it. He has decided to simply mail his menu to everyone in his town of 34,000 people. He will do four mailings per year.

Keith’s pizza joint is humming. He and his staff can barely keep up with the demand. The campaign is working like a charm. Or is it?

Social Media Saves The Day?

Lloyd started his Facebook group almost a year ago. He asked every friend to join and asked each of them to ask each of their friends to join. There are now 8,714 members from all over the world. The numbers keep building but Lloyd doesn’t know what to do next.

Marketing is not simply advertising. What you did last year is not a solution. Your company is not a campaign.

Radio, social media, print, outdoor and digital can all be viable options for you. But simply picking one isn't enough to ensure a good night's sleep.

What says you?

@knealemann
Helping you create your best business,
marketing and social media strategy.

image credit: firstpeople.us

Marketing: What Now?

So you want to do some marketing and you're wondering what tools to use. There are a lot of options but what are best for you? What is imperative is sticking with whatever you decide to do. Because if you want to dip your foot in the pool, the best you can hope for is a wet toe.

* How much is too much?
* What tools should I use?
* How do I engage more?
* Is social media the answer?
* How long is my campaign?
* Should I mix my media?
* Is Twitter the answer?
* How often should I blog?
* Is traditional media dead?

I have had many people ask me whether they should start a blog or do a podcast, add a company Facebook page or sign up for Twitter, do an outdoor campaign or buy radio. It's no different than any other portion of your business - if you are not willing to commit to it, then you will never see the benefit and don't waste your time. Would you do one advertising campaign and expect that to build profits? Would you run a couple of miles then think you're ready for a marathon?

This is not social media discussion - this is a strategic planning exercise. If you are not fully integrated then you won't see the benefits of the entire toolbox.

Do you need them all and will you use them all properly?

Easier Said Than Done

It’s easy to watch a famous Hollywood actor navigate their craft through the script or an NHL player stick handle through the opponent’s defence with ease. That takes years of practice and commitment.

Look Before You Leap

First you need to back up the proverbial bus and ask the tough questions: Are you ready? What do you want from your marketing? Is your company well positioned? Do you see a potential increase in your product? What categories can you win?

Measure Twice Cut Once

Take the needed time to understand why you are doing something. Then get educated. Marketing, advertising, social networking, public relations and word-of-mouth are all powerful tools at your disposal. But no tool is the cure-all. One campaign isn't either.

What is your next step?

@knealemann

photo credit: ridgid.com

You Have Three Seconds

Have you ever seen an commercial you liked but couldn't remember the product? Have you ever met someone but couldn't remember their name? Have you ever read something but couldn't remember where you saw it?

If you have ever worked in the advertising world – particularly outdoor/transit – you know all about the three second rule. It’s often even less, but you have about three seconds to make an impression with someone. Your billboard, bus board, transit shelter or subway message needs to resonate – even subconsciously – in about as much time as it takes to say your name.


Planning That First Impression

Months of planning, meetings, art direction, graphic design, more discussions, the client wants it bigger or pinker, more meetings, more design, more revisions, all for a three second event. Add to that, once your message is in a certain location for too long it becomes part of the unnoticed background.

Keeping Their Interest

How is that different than online marketing or frankly meeting someone in person? You have three seconds and they do too. Now most of us pass that three second test. Most of us can compose ourselves for one-two-three moments enough to get that chance to get to know that new person a bit more.

Lead Role In Your Own Movie

I heard a radio talk show last night and one the guests said “No one is more interesting in the story of your life than you. To us, we are all wildly fascinating creatures in our own screenplay.” That sounds egotistical but it’s true. That does not mean we don’t share and give but our only perspective is our own.

Make It About Them

Depending on your reading speed, you gave this post about a sentence before deciding to read on. You are reading this line now because something here made you read further. But if all I do is keep stating that you are reading this sentence you will lose interest. It’s no longer about you, and you are gone.

You have three seconds to make it about them; try it once and wait your turn. What do you think will happen?

@knealemann

image credit: technomarketer.typepad.com