Archive for September, 2007

Web marketing concepts: part 2

2. Think people not customers

You know all those visitors you attract to your Web site with your brilliant search engine optimization schemes? How many actually purchase anything? Stop treating visitors as if they are already customers and start treating them like what they are—people. That’s right, people. You know, the two-legged funny creatures with wants, needs, desires, and maybe even a few bucks to spend.

Customers are always looking for a deal and they’re leery of Web sites that only want to take their hard-earned cash. Treat your Web visitors like people who can satisfy their wants, needs, and desires with your assistance… and guess what? Maybe it will make a difference: one small step for Web credibility, one giant leap for Web success.

Courtesy of Jerry Bader


Web marketing concepts: part 1


I love it when I read a book or article that makes me look at things differently. That’s exactly what happened when I read Jerry Bader’s article 18 Web Marketing Concepts That Make A Difference. Jerry is a senior partner at MRPwebmedia and he knows his stuff. In his article, Jerry discusses topics that all marketers are very familiar with, there are no secrets revealed. But what Jerry caused me to do was to look at these topics through a new set of eyes, which jump-started my mind. Now I have a whole new path and exciting vision of how my departments online marketing should look.

I liked Jerry’s article so much, I’m going to post it in full – one section a day for 18 days. Hopefully it will cause you to look at your marketing or business differently too. Below is part 1.

1. Think audiences not markets

What’s your market? Hire a consultant to help you with your Web-business problems, and one of the first questions he or she will ask is, What’s your market? How about 18-34-year-old, single male college graduates with a dog named Spot; or maybe 45-59-year-old married women who hate their husbands and can’t get their adult children to move out of the house. Maybe, just maybe, they’re asking the wrong question.

The Web isn’t about markets, it’s about audiences. Audiences need to be entertained, enlightened, and engaged; and if your Web site doesn’t, you’re never going to achieve what you want.

Time to rethink how you’re delivering your marketing message. Start treating Web visitors like an audience, not a market, and you might just find what it takes to be successful on the Web.

Halo 3 Believe: an amazing marketing campaign!


Halo 3

Videogame fans around America, including myself, are waiting with bated breathe for September 25. That’s when the most anticipated videogame in history will be released – Halo 3. The videogame has already broke records within the industry by officially becoming the largest selling preorder title in history.

What’s the cause of all this commotion? Well, one thing is for sure, the two previous games in the trilogy rock! They have an incredible story line and intense action. Quite simply, they’re great products. But there is something more to it. The genius marketers are also responsible for the hype. One way they do this is by strategizing when to release teaser trailers for the game to stir up the fans. Another way is by brainstorming new ways to generate hype and buzz – which they have done very well. Take their latest project, the Halo 3 Believe campaign. This is one of the best, if not the best, buzz generating websites I have ever seen!

The team commissioned artists to create a huge, physical, 3-D diorama of a battle that will take place in the upcoming game. The diorama is incredibly detailed and beautifully crafted and painted. Next, they used a video camera and recorded a walk through of the diorama. Finally, they created a website, uploaded the video, added some clickable links and created something that is breathtaking and very much buzz worthy.

But they didn’t stop there.

They add testimonials from live actors, put human emotion into those testimonials, and created a mini plot for the site. All of these elements together create a sense that the battle was real, that it really happened. It causes fans to become emotionally attached to the characters of the game. It creates buzz that gets spread through blogs and forums. It gets people excited. It sells games.

And videogame fans are eating it up! Here’s the video:

Experience the website for yourself by clicking here!

I wonder if the marketers had a hard time convincing the higher-ups to jump on board this idea. I mean think about it, it had to be a hard sell. I can imagine the managers looking confused saying, “You want to spend twenty thousands dollars to create an actual model of a videogame?” That’s an uncommon idea.

But all of us marketers should know, it’s the uncommon ideas that tend to generate the biggest response.

Two simple ways to generate word-of-mouth

Many small businesses mistakenly think that word-of-mouth marketing is only possible by the big boys of business. The truth is that word-of-mouth is one of the primary methods of marketing that small businesses become successful. That amazing mom-and-pop restaurant downtown didn’t become famous with direct marketing pieces (although that helps too)!

Here are two, low cost ways you can drum up word of mouth marketing for your business:

Super serve your current customers. Do something unexpected that will impress your clients. This can be small things like having a cup of hot chocolate, coffee, or tea ready for them in the waiting room.

Send a handwritten thank-you note to a select list of customers once a week is a great idea.

By paying extra attention to your customers, they’ll be impressed. Impressed customers are more likely to tell their friends of their great experience. And, if you think these two ideas are to small to make any real impact, consider this: sometimes it’s the smallest things that have the greatest impact.

How to increase ROI

If you’re looking to boost ROI – and really who isn’t? – you’ve got five choices:

Pull in higher-value customers
Improve the rates at which prospects turn into customers
Boost overall sales volume
Retain more customers
Cut your marketing expenses

    Well, make it four choices. That last one isn’t much of a choice at all, is it?

    Courtesy of Tom Abrahamson

    Who am I ?

    My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

    Blog Recognitions