Thanks to Search Engine Land for the heads up on a new Google program to turn college students loose on local businesses.
According to the always-on-top-of-things Greg Sterling, "You've got to hand it to Google for creativity. It created the local business referral representative program to enlist stay-at-home moms, college students and others to get better data about local businesses and build AdWords awareness. (I was told by Google that the response to the program had been strong.) Now Google has developed the "Google Online Marketing Challenge." According to the site, "student groups will receive US$200 of free online advertising and then work with local businesses to devise effective online marketing campaigns."
Sterling also has a heads-up about an upcoming Simple Ads program, so check out his post.
Thursday, December 13, 2007
Tuesday, December 11, 2007
Optimize - Strategize - It's all "zzzz" to me
A recent project had me examining several dozen web sites, checking out product offerings and company information. Ugh! The state of web marketing and communications is pitiful.
Over 75% of the sites used jargon, but never said what the product was - I see they are all cost effective, revenue enhancing, they all optimize, strategize (and cross-my-eyes). They are all industry-leaders, best-of-breed, they all provide solutions, enhance, enable, and empower. HUH?
They fail to list their products. When products are listed there is not a simple descriptive sentence alongside that product. Want to know what the product does? Well, it's likely state-of-the art something that enables somebody to maximize their revenue potential. (And, like I asked, WHAT is it?). Instead - they have a page of "Solutions" which is poorly written, poorly edited, and minus compelling benefits.
Several don't list any of the names or backgrounds of the people involved, provide no street address, and fail to provide basic company information. Hey, if I'm dealing with Google I don't really need to verify that this company knows what they are doing. If I'm dealing with XYZ Cutie Name Company I want to have a lot of information that tells me they are legit.
Betcha they are thinking, "We'll provide that when they call us. No need to give any information away to our competitors." Problem is, who would care to call such an unprofessional company.
If it was just this one situation, I wouldn't be so peeved. But this is rampant. Go to any major conference, walk the conference floor, look at booths and literature, and tell me what half the companies do and how they are unique among their competitors. It can't be done.
PR these days makes it even worse. Check out this post from Ken Magill. He's on-spot in his analysis about how ineffective it is to think that people will work hard to understand your company.
So this is my mini-rant. I wish every company that wants to succeed would optimize its language, strategize on how to communicate better, enhance their message, enable real people to understand exactly what's being offered, and be the best-of-breed communicators as well as technologists.
Now THAT would be real marketing.
Over 75% of the sites used jargon, but never said what the product was - I see they are all cost effective, revenue enhancing, they all optimize, strategize (and cross-my-eyes). They are all industry-leaders, best-of-breed, they all provide solutions, enhance, enable, and empower. HUH?
They fail to list their products. When products are listed there is not a simple descriptive sentence alongside that product. Want to know what the product does? Well, it's likely state-of-the art something that enables somebody to maximize their revenue potential. (And, like I asked, WHAT is it?). Instead - they have a page of "Solutions" which is poorly written, poorly edited, and minus compelling benefits.
Several don't list any of the names or backgrounds of the people involved, provide no street address, and fail to provide basic company information. Hey, if I'm dealing with Google I don't really need to verify that this company knows what they are doing. If I'm dealing with XYZ Cutie Name Company I want to have a lot of information that tells me they are legit.
Betcha they are thinking, "We'll provide that when they call us. No need to give any information away to our competitors." Problem is, who would care to call such an unprofessional company.
If it was just this one situation, I wouldn't be so peeved. But this is rampant. Go to any major conference, walk the conference floor, look at booths and literature, and tell me what half the companies do and how they are unique among their competitors. It can't be done.
PR these days makes it even worse. Check out this post from Ken Magill. He's on-spot in his analysis about how ineffective it is to think that people will work hard to understand your company.
So this is my mini-rant. I wish every company that wants to succeed would optimize its language, strategize on how to communicate better, enhance their message, enable real people to understand exactly what's being offered, and be the best-of-breed communicators as well as technologists.
Now THAT would be real marketing.
Monday, December 3, 2007
Small Biz and the Web
Two pieces worth noting to help keep your small retail business competitive.
One from the New York Times - Small Merchants Gain Large Presence on Web - pointing out that small- and medium-size retailers selling online has swelled in the last two years, from 21 percent to 32 percent. This article should give you cause to pause if you're thinking about opening a new business as a bricks-and-mortar location. (This sent in by pal and research guru Tim Stehle - thanks, Tim!)
The second from Andrew Shotland's blog, covering keynoter Allison Mnookin's (VP Small Business, Intuit) talk at the recent Kelsey Group Interactive Local Media Conference. She told attendees that company research shows 20% of the small businesses claimed that SEO was by far their “most effective” online marketing tactic. Only about 5% said that online advertising was most effective. Shotland remarks, "Of course 59% said business cards were the most effective form of marketing so we SEO junkies still have some work to do."
The Kelsey Group blogs also had great information from Mnookin's talk - check out Steve Marshall's post which includes hints on how vendors should work with small businesses, as well as tidbits such as, "SMBs spent about $110 billion on marketing last year. But only 22 percent have done any online marketing (in the past 12 months), and less than 5 percent of their marketing budgets are spent on online media. Finally, although 95 percent of SMBs say they want to have a Web site, less than 50 percent currently do."
One from the New York Times - Small Merchants Gain Large Presence on Web - pointing out that small- and medium-size retailers selling online has swelled in the last two years, from 21 percent to 32 percent. This article should give you cause to pause if you're thinking about opening a new business as a bricks-and-mortar location. (This sent in by pal and research guru Tim Stehle - thanks, Tim!)
The second from Andrew Shotland's blog, covering keynoter Allison Mnookin's (VP Small Business, Intuit) talk at the recent Kelsey Group Interactive Local Media Conference. She told attendees that company research shows 20% of the small businesses claimed that SEO was by far their “most effective” online marketing tactic. Only about 5% said that online advertising was most effective. Shotland remarks, "Of course 59% said business cards were the most effective form of marketing so we SEO junkies still have some work to do."
The Kelsey Group blogs also had great information from Mnookin's talk - check out Steve Marshall's post which includes hints on how vendors should work with small businesses, as well as tidbits such as, "SMBs spent about $110 billion on marketing last year. But only 22 percent have done any online marketing (in the past 12 months), and less than 5 percent of their marketing budgets are spent on online media. Finally, although 95 percent of SMBs say they want to have a Web site, less than 50 percent currently do."
Friday, November 16, 2007
Distinguished Volunteer Fundraiser
Today, as some of you know, I'm one of the Silicon Valley folks being honored by the Association of Fundraising Professionals as a Distinguished Volunteer Fundraiser.
The recognition is a result of my volunteer work with my nearby YMCA in its annual Community Support campaign. This annual effort supports scholarships to YMCA programs so no one is turned away for lack of funds.
In addition to helping raise funds each February, I try to bring my marketing skills to play during the annual campaign: helping write campaign literature, letters and emails for other volunteers to use, scripts for use on the phone, telephone training, and ideas that raise awareness among the YMCA members.
Thanks again to all who have called and emailed to say "congrats."
The recognition is a result of my volunteer work with my nearby YMCA in its annual Community Support campaign. This annual effort supports scholarships to YMCA programs so no one is turned away for lack of funds.
In addition to helping raise funds each February, I try to bring my marketing skills to play during the annual campaign: helping write campaign literature, letters and emails for other volunteers to use, scripts for use on the phone, telephone training, and ideas that raise awareness among the YMCA members.
Thanks again to all who have called and emailed to say "congrats."
Tuesday, November 13, 2007
News from the Local Space - NBC Makes Moves and Zillow Partners With Newspapers
TV Week broke the news today that the "English-language, NBC-owned TV stations have been renamed NBC Local Media. The new division [is] important to the station group’s mission to be a full-service local content provider for all digital platforms and to provide a full range of integrated marketing solutions to the local marketplace.
"Brian Buchwald has been named senior VP of local digital media and multiplatform, and Mark French has been named senior VP and general manager of NBC Everywhere, a new unit focusing on the company’s growing digital place-based networks. Both appointments are effective immediately and report directly to NBC Local Media Division President John Wallace."
Hmmm...so NBC is trying to get a bigger piece of the local advertising pie. Are there new partnerships to look forward to, or will they try to go it alone. Whatever the case, it's worth watching.
And in other local news, check out Peter Krasilovsky's coverage of the announcement Zillow has made its move to partner with newspapers, a good sign that newspapers aren't going to lay down and die when it comes to their part of the online real estate advertising that Borrell Associates estimates will swell to $3 billion by 2010.
What's all this mean for the small local business? More companies trying to build better local sites can only help create healthier advertising platforms. Will big media ever create a digital strategy that is useful and effective for small businesses? We'll have to wait and see.
"Brian Buchwald has been named senior VP of local digital media and multiplatform, and Mark French has been named senior VP and general manager of NBC Everywhere, a new unit focusing on the company’s growing digital place-based networks. Both appointments are effective immediately and report directly to NBC Local Media Division President John Wallace."
Hmmm...so NBC is trying to get a bigger piece of the local advertising pie. Are there new partnerships to look forward to, or will they try to go it alone. Whatever the case, it's worth watching.
And in other local news, check out Peter Krasilovsky's coverage of the announcement Zillow has made its move to partner with newspapers, a good sign that newspapers aren't going to lay down and die when it comes to their part of the online real estate advertising that Borrell Associates estimates will swell to $3 billion by 2010.
What's all this mean for the small local business? More companies trying to build better local sites can only help create healthier advertising platforms. Will big media ever create a digital strategy that is useful and effective for small businesses? We'll have to wait and see.
Monday, November 12, 2007
What Consumers Want
Another report well worth the time: Sterling Commerce and Deloitte issued a report, What Consumers Want in Their Shopping Experience, that discusses what consumers want in online and traditional shopping.
While geared to retail, the findings also have applications all small businesses should put into play. Come to think of it, most of us could name some big dot com companies that would do well to keep these expectations of customer service in mind
Key findings:
While geared to retail, the findings also have applications all small businesses should put into play. Come to think of it, most of us could name some big dot com companies that would do well to keep these expectations of customer service in mind
Key findings:
- Both online shoppers and offline shoppers had three major areas of dissatisfaction with their shopping experience: Lack of information availability, out-of–stock items, and lack of assistance/poor customer service from store personnel.
- Consumers ranked online notifications higher than product rating and review features. Consumers also chose proactive notification of delayed shipments as one of the important features that increases trust in a retailer.
- Tracking an order across channels is also a necessity, with 57% of consumers stating that it is important for them to be able to monitor the status of their order via the Web, a 1-800 number, or through customer service in a store,regardless of whether that order was placed online, through the catalog, or as a special order in a store.
- Seventy-two percent of consumers say that finding sale items out of stock decreases their willingness to shop with that retailer. That is a huge number.
- Sixty-nine percent say it is important for a retailer to be able to locate an out-of-stock product at a different location, and then provide the consumer with various delivery options.
- Consumers are becoming more familiar with the experience of a single retailer offering products across multiple channels. They expect the communication and service options related to these products to be seamlessly merged.
Sunday, November 11, 2007
The End of Advertising As We Know It
IBM Global Business Services has a new report, The End of Advertising As We Know It, that is a great read for those (like me) who care about such things.
It's received lots of press already, but I include it here so you'll have an easy link.
The report has a lot to say to the media and agencies that are engaged in the business side of advertising, but all this certainly impacts local businesses. It's already common to find small local businesses struggling for creative ways to market the business without having to spend all day at the computer watching keywords, listings, consumer reviews, etc.
Now we have a forecast that shows increased consumer control, growing niche media, and reliance on self-serve advertising models.
How can small business survive and thrive in this environment? More to come in future posts.
It's received lots of press already, but I include it here so you'll have an easy link.
The report has a lot to say to the media and agencies that are engaged in the business side of advertising, but all this certainly impacts local businesses. It's already common to find small local businesses struggling for creative ways to market the business without having to spend all day at the computer watching keywords, listings, consumer reviews, etc.
Now we have a forecast that shows increased consumer control, growing niche media, and reliance on self-serve advertising models.
How can small business survive and thrive in this environment? More to come in future posts.
Tuesday, November 6, 2007
Newspapers Talk About National Online Ad Market - Again
Story in today's Chicago Tribune: 5 newspaper giants in talks about online ad network
I must be in an endless loop akin to a Groundhog Day scenario, because I've seen this headline before. About a dozen times since 1995. [Heck, I was part of the effort on a few occasions.]
This time, according to the article, the new network is to "help them recapture ad revenue leaking away from their print products." Well! Ok then. I get it. The first kajillion times didn't work because newspapers weren't losing enough money. Most observers thought it was because there was no consistency of audience, content, platform, and quality among the websites and the local staff knew that corporate was putting no teeth into the mandate.
And, yes, the new consortium "would both overlap with and compete against another network set up last year by Yahoo Inc..." The deal with Yahoo wasn't enough, uh, why? "What's missing [in the Yahoo partnership] is the ability for the newspaper companies to sell their own national ads across each other's sites." Wow - now I see the light. Apparently, newspapers are super stars about selling national ads on websites.
I'm a firm believer in monetizing websites. I know that it can be an advertiser's nightmare to try to buy ads in a string of newspaper websites. But the reason it has never happened is not for lack of a dedicated sales team that will "sell for newspapers."
Fool me once, shame on you. Fool me a dozen times...nope.
I must be in an endless loop akin to a Groundhog Day scenario, because I've seen this headline before. About a dozen times since 1995. [Heck, I was part of the effort on a few occasions.]
This time, according to the article, the new network is to "help them recapture ad revenue leaking away from their print products." Well! Ok then. I get it. The first kajillion times didn't work because newspapers weren't losing enough money. Most observers thought it was because there was no consistency of audience, content, platform, and quality among the websites and the local staff knew that corporate was putting no teeth into the mandate.
And, yes, the new consortium "would both overlap with and compete against another network set up last year by Yahoo Inc..." The deal with Yahoo wasn't enough, uh, why? "What's missing [in the Yahoo partnership] is the ability for the newspaper companies to sell their own national ads across each other's sites." Wow - now I see the light. Apparently, newspapers are super stars about selling national ads on websites.
I'm a firm believer in monetizing websites. I know that it can be an advertiser's nightmare to try to buy ads in a string of newspaper websites. But the reason it has never happened is not for lack of a dedicated sales team that will "sell for newspapers."
Fool me once, shame on you. Fool me a dozen times...nope.
Monday, November 5, 2007
Cisco Launches Entrepreneur Contest
It's not local, but the Cisco I-Prize is a pretty cool contest for entrepreneurs and innovators.
Cisco wants to plug its collaboration technologies so they are inviting folks to post ideas and form global teams to create technology business ideas. The lure at the end of the contest is being hired by Cisco as founders of a new business unit with a signing bonus of $250,000 and an investment of up to $10 million over three years.
Here's the press release announcing the competition with links to all the details. To enter the contest: Register on the Cisco I-Prize Website. Post your idea and comment on other ideas posted by fellow entrepreneurs. Use the Human Network to refine your concept and form an idea team of all-stars that can take your idea to the next level. Registration ends Jan 15 - so if this is your cuppa tea, don't delay.
A reminder to those of you who aren't so techie - don't forget the Intuit contest for small businesses with its $50,000 prize. Deadline is December 15, 2007 and even if you don't win you get free software.
Cisco wants to plug its collaboration technologies so they are inviting folks to post ideas and form global teams to create technology business ideas. The lure at the end of the contest is being hired by Cisco as founders of a new business unit with a signing bonus of $250,000 and an investment of up to $10 million over three years.
Here's the press release announcing the competition with links to all the details. To enter the contest: Register on the Cisco I-Prize Website. Post your idea and comment on other ideas posted by fellow entrepreneurs. Use the Human Network to refine your concept and form an idea team of all-stars that can take your idea to the next level. Registration ends Jan 15 - so if this is your cuppa tea, don't delay.
A reminder to those of you who aren't so techie - don't forget the Intuit contest for small businesses with its $50,000 prize. Deadline is December 15, 2007 and even if you don't win you get free software.
Wednesday, October 31, 2007
Marketing Your Business by Doing Good
This past weekend The Bivings Group launched a site for Living Conversations, an organization for breast cancer survivors. I follow their Bivings Report blog about online media and until this weekend hadn't noticed they also offer web development. I'll bet others noticed their capabilities for the first time as well.
The site, according Todd Zeigler, senior vp for the Bivings Group, was a combo paid/philanthropic project. They dropped their normal rates "significantly because we thought the site was a great idea."
Their blog post gave a look under the hood which was especially interesting. I like that others can learn something from their work.
The site isn't perfect - for instance, I couldn't find a way to contact the founder for comment without registering, which I didn't want to do. But it's a great beginning with a lot of functionality, and instead of mystifying the process (which, face it, too many consultants do) the Bivings team makes the process seem practical for other non-profits and small businesses.
My vote: good marketing for client and consultant, and an example of how companies can support non-profits while showing off their capabilities.
The site, according Todd Zeigler, senior vp for the Bivings Group, was a combo paid/philanthropic project. They dropped their normal rates "significantly because we thought the site was a great idea."
Their blog post gave a look under the hood which was especially interesting. I like that others can learn something from their work.
The site isn't perfect - for instance, I couldn't find a way to contact the founder for comment without registering, which I didn't want to do. But it's a great beginning with a lot of functionality, and instead of mystifying the process (which, face it, too many consultants do) the Bivings team makes the process seem practical for other non-profits and small businesses.
My vote: good marketing for client and consultant, and an example of how companies can support non-profits while showing off their capabilities.
Monday, October 29, 2007
Flying SUX
There's a marketing bonanza in hidden places, as the Sioux (Iowa) Gateway Airport recently discovered. The city really didn't like its FAA moniker SUX, but finally decided to embrace it -- with gusto. "Now the whole world knows about us," says airport direct Rick McElroy.
From USA TODAY's Airport Check-in column: "Airport director Rick McElroy says news reports about the airport's new marketing campaign are no hoax. For years, local officials asked the Federal Aviation Administration to change the airport's SUX three-letter airport identifier to something less, well, embarrassing. Now the airport is celebrating its code with a brash new slogan, 'Fly SUX,' as well as a new website (flysux.com) and a line of Fly SUX-printed T-shirts and caps. ....
"In a story from last week, the Sioux City Journal notes that the airport's move to embrace its unique identifying code comes after officials there previously "doggedly fought" to dump the code. The paper writes "in 1988, Sioux City officials, enlisting the assistance of its congressional delegation, petitioned the Federal Aviation Administration to drop SUX. At one point, the FAA offered the city five different options -- GWU, GYO, GYT, SGV and GAY. Not wild about any of the other choices -- particularly the latter -- airport trustees eventually called the whole thing off."
From USA TODAY's Airport Check-in column: "Airport director Rick McElroy says news reports about the airport's new marketing campaign are no hoax. For years, local officials asked the Federal Aviation Administration to change the airport's SUX three-letter airport identifier to something less, well, embarrassing. Now the airport is celebrating its code with a brash new slogan, 'Fly SUX,' as well as a new website (flysux.com) and a line of Fly SUX-printed T-shirts and caps. ....
"In a story from last week, the Sioux City Journal notes that the airport's move to embrace its unique identifying code comes after officials there previously "doggedly fought" to dump the code. The paper writes "in 1988, Sioux City officials, enlisting the assistance of its congressional delegation, petitioned the Federal Aviation Administration to drop SUX. At one point, the FAA offered the city five different options -- GWU, GYO, GYT, SGV and GAY. Not wild about any of the other choices -- particularly the latter -- airport trustees eventually called the whole thing off."
Friday, October 26, 2007
A Look At Newspapers Online
It was 11 years ago this week that I came to Silicon Valley. I left the Houston Chronicle where I was part of the Hearst Corp. interactive efforts and Houston Chronicle Interactive, to work with Bob Ingle and Knight Ridder New Media (later to become Knight Ridder Digital).
It was, therefore, very timely for me to see the article today in Business Week, A Cautionary Tale for Old Media, a thoughtful but quick recap of Ingle's vision and efforts.
I have a lot of memories, insights and thoughts about that period of time -- all the major newspaper groups were trying to find a place in the emerging media -- but they are all ramblings. I believed then, and still do, that Ingle had set forth the industry's brightest experiments.
It was also interesting to me that just this week, the Houston Chronicle (which early-on had a lot of dynamic thinking about the Internet) announced layoffs. According to publisher Jack Sweeney the layoffs are because in, "this complex and competitive information and media environment, with consumer choices multiplying daily, our new strategic plan calls for more resources to be dedicated to new technology and product development. We need to operate differently..."
I thought the Business Week story was a great read.
It was, therefore, very timely for me to see the article today in Business Week, A Cautionary Tale for Old Media, a thoughtful but quick recap of Ingle's vision and efforts.
I have a lot of memories, insights and thoughts about that period of time -- all the major newspaper groups were trying to find a place in the emerging media -- but they are all ramblings. I believed then, and still do, that Ingle had set forth the industry's brightest experiments.
It was also interesting to me that just this week, the Houston Chronicle (which early-on had a lot of dynamic thinking about the Internet) announced layoffs. According to publisher Jack Sweeney the layoffs are because in, "this complex and competitive information and media environment, with consumer choices multiplying daily, our new strategic plan calls for more resources to be dedicated to new technology and product development. We need to operate differently..."
I thought the Business Week story was a great read.
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