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Early Results on Holiday Spending

December 7, 2009

Tags: Albany, consumer, holiday, marketing
Categories: Advertising, Customer Focus, Marketing Message, Strategy

Reports of consumer spending over the Thanksgiving weekend, including Black Friday, noted that overall spending was slightly above last year’s. However, before we get all giddy, the numbers also showed that spending per person was down quite significantly.

It seems that many were taking advantage of discounts not necessarily to buy fun gifts for those on their lists, but rather were buying more expensive necessities that they couldn’t afford without the discounts. For example, sales of vacuums are up. As are towels and sheets.

Sure there are plenty of LCD TVs moving, but entry-level sets can be had for 50% of what they were last year. So the splurge is relative.

For current marketers, the implication seems to be that consumer (and most business) purchases will remain in the arena of “gotta have” vs “wanna have.”

Spending is slogging back – so long as interest rates and inflation don’t begin to spike. Your marketing message ought to emphasize the pent-up demand for obtaining the items that keep things running. Greater efficiency is nice too, but not at exorbitant cost. Some reasonable upgrades will makes sense too.

We’ll see how things develop. But start making plans to come out from your hiding places and keep it down to earth.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Twitter Kills Bruno, Uncle Walter’s Lesson

July 19, 2009

Tags: brand, Burst Marketing, Movies, Twitter, Walter Cronkite
Categories: Advertising, Brand/Reputation, Lead Nurturing, Social Networking, Strategy

It takes a lifetime to build a reputation, but only a minute to destroy it. This axiom is amplified every day in the world of instant communication.

I heard a discussion on NPR last Friday that should cause anyone interested in Social Media to reflect on its use. The maelstrom of information and ‘expert’ opinions out there casts doubt on their voracity, and drives people to seek the opinions of friends and others they trust.

Motion picture promoters spend months and millions carefully crafting their campaigns. They rely on the buzz they generate to translate into good box office results – even if their movie is a bit of a stinker. They hope the receipts are in before word get out.

Enter Twitter.

Today’s hip moviegoer starts tweeting minutes after the opening credits. By the time the movie is over, hundred if not thousands of opinions are scattered about to followers everywhere.

Sorry Sacha. But I guess Bruno stinks. Because business dropped 40% between Friday and Saturday night.

So yeah, properly done, your message will probably get out. Guess it better be a good message.

“That’s the way it is”

I was too young to remember Walter Cronkite in his heyday. At the time of his signature television reports of the JFK assassination, Vietnam, Apollo 11, and Watergate, among others, I wasn’t yet 10.

But that doesn’t prevent me from knowing and understanding his primary legacy – truth, trust, consistency, and character. He wasn’t called “Uncle Walter” or named the most trusted man in America without good reason.

Although those of us in the marketing business are often charged with helping to shape public perception – Walter Cronkite stood for ensuring that the basis of our perceptions was reality.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Do You Need a Tag Line?

June 28, 2009

Tags: Albany marketing, brand, tag lines
Categories: Advertising, Brand/Reputation, Startups

I’m working on the launch of a new business right now. We’ve answered the key “why us?” question – explaining who we are and why anyone should care. The logo is being prepared. The website is in progress.

How about a tag line?

You know, the short snappy little phrase that makes everyone remember you. Millions of people remember the big ones:

Just do it. The right choice. The king of beers. I’m loving it.

Sure, these are good tag lines. Even more importantly, these guys also spend mega millions on advertising to put them in front of your face. It makes it a little easier for people to remember if they hear it in the first place.

Does your business have the money to communicate on a massive level like that?

Even if you gross over $100+ million a year, I doubt you could put your message in front of your entire target market with enough frequency for it to be remembered.

Are tag lines important?

In Marketing 101, you learn the 4 “P’s” – Product, Pricing, Placement (distribution) and Promotions.

Your company’s name, logo, tag line, and key positioning statement (what I consider as your Brand’s Opening Statement) should work together through pictures and words to explain what’s unique about your business when it comes to these 4 “P’s” (your USP).

While it’s nice and extremely useful to have a memorable tagline – I wouldn’t knock myself out trying to come up with the magic words. One short phrase can’t do it all.

I know that some of those big guys pay marketing consultants millions to create and test the ultimate memorable tag line.

That’s Grrrrrreat! (no offense Tony). But as I said, tens of millions will be spent to support the new tag.

If you’re like 95% of all businesses, your most important task in this area is to create a clear and persuasive case for your business – your Brand’s Opening Statement.

It’s that combination of business name, logo, tag (if needed) and positioning statement designed to provoke a reaction in your target audience.

Of these four, the tag line is the least important element. Depending on the type of business you have and the market in which you compete, either your name or positioning statement are your most important, followed by your logo.

Sometimes, location might be all the positioning statement you need. Just look at your dry cleaner.

Chances are, you use them because they’re close to your home or office and they haven’t ruined your stuff. It’s also likely their name is just something like “Cleaners” or “Joe’s Cleaners.” That’s it. No fancy logo. No tag. No positioning statement.

Just simple, reliable, convenient, and the comfort of the same friendly face.

Now that’s marketing.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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The Phone Still Works

April 26, 2009

Tags: albany lead generation, Albany marketing, Albany Sales, Gorilla Marketing
Categories: Advertising, Business Development, Marketing ROI

Content is king in any campaign. Then it needs various pathways to flow to the target.

One pathway that’s gotten a bad rap is the telephone. Too many pushy telemarketers have spoiled the bunch for those who want to use the phone in a responsible way as part of their communication mix.

For B2B targets, all’s still fair game. For B2C customers, the Do Not Call registry and the CAN-SPAM act have done a fairly good job of closing down that channel.

There is, however, a growing technique for integrating voice into your campaigns. And it is proving to be extremely effective even with individual consumers.

Recent case studies are showing that a relatively small investment can yield big returns.

Boston College achieved a 2000% return by generating a $200,000 profit from a $10,000 investment in a voice-based campaign.

Next week, I’ll tell you how they did it.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Love The Ones Your With

April 19, 2009

Tags: Albany, albany advertising, Albany marketing, Albany Sales Leads, Albany Social Media, Branding, recession marketing
Categories: Advertising, Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Marketing Blueprint, Strategy

Driving down I-75 in Ashworth, Georgia you can find what’s claimed to be the world’s largest peanut. I know what many of you are thinking – “Who cares”, right?

A giant peanut may not be your definition of fun, but for many others it may be just the right fit.

Millions of Americans take in one or two of the hundreds of quirky roadside attractions each year. The family roadtrip wouldn’t be the same without it. Neither would sales at the gift shops and local merchants surrounding these landmarks of kitschy architecture. They bet their livelihoods on it.

Albany Marketing - World's largest peanut

Business owners are often worried about alienating some portion of the marketplace. “If I focus my marketing towards older customers, that’ll put off the younger end of the market, won’t it?”

Maybe, maybe not.

One thing’s for sure though. If you try to be all things to all people, then you’ll be nothing to nobody. To be successful in your marketing efforts, you’ve got to stand for something. It takes a little courage. But think of it this way.

Square peg, square hole

If you were looking for the best steak in town, would you think first of your local diner or of the place with the picture of a cow out front? Diner’s have huge menus – there’ll be a steak there for sure. But the place with the cow and all the cars in the lot tells you that this is where your red meat craving will be satisfied.

Creating a business of excellence is naturally exclusionary. Developing your detailed expertise, your customer service, even your accounting process is all tailored to fit the unique relationship you have with your customers. It’s not meant to fit every type of customer.

Competing in a crowded market, especially in more difficult times, requires you to focus on the segment of the market that’s the best fit for your business. There are 300 million people in the United States. Almost 30 million businesses. And a couple more outside our borders.

For most, capturing even a small fraction of their market will constitute a huge success.

So don’t worry about pleasing everyone, it’s not possible. It’s not even desirable. Be who you really are. Be authentic. Strive for excellence – and you’ll attract your kind of people.

You’ll be more profitable and happier for it too.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Turn A Competitor’s Strength to Your Advantage

March 15, 2009

Tags: Albany marketing, Albany Sales, Business Development, Lead Generation, recession marketing, Sales Lead Generation
Categories: Advertising, Brand/Reputation, Business Development, Marketing Message, Strategy

We’re always on the lookout for interesting examples of companies that won’t take no for an answer.

Friday, Mary Ann Rogers told me about a recent national promotion she caught wind of that seems to embrace that spirit. It seeks to use a competitor’s momentum and strength against itself. Like in the art of Jujitsu.

This type of “we try harder” campaign may spark an idea for your business as you fight to win in the economic jungle.

[from Mary Ann Rogers]

A new twist on Coke vs. Pepsi

I was reading an article on Bnet.com today and was impressed with the recent and bold marketing efforts of Coca Cola. According to Wikipedia, CC is the world’s largest beverage company and also one of the largest corporations in the United States.

I am the biggest Diet Coke fan on the planet. It’s true. My fiancé fancies it an addiction, which might explain the shaking and headaches around lunchtime everyday that are only quenched with a deliciously satisfying sip of DC.

But I take solace in the fact that I am not alone in my soda “addiction.” Millions of consumers spend millions of dollars each year on the sugary good-stuff, even during the recession. We need our fix, people!

Recently, Coca Cola decided to get aggressive in their marketing tactics and threw down the beverage gauntlet to their largest competitor, Pepsi. Coca Cola isn’t satisfied with the limited amount of market share their lemon-lime soda, Vault, compels in the citrus beverage arena, especially since Pepsi’s Mountain Dew, is the market leader.

The Bnet article says, “According to Beverage Digest, juggernaut Mountain Dew commands more than an 80% share of the citrus segment, while Vault holds about 4%.”

Riding your competitor’s coattails…to sales

Yikes – that’s a lot of ground Coke needs to make up. But they’re not daunted by the task at hand and are willing to try anything to get the job done.

As a result, Coke has launched the “Don’t Dew It” campaign, which gives every purchaser of Pepsi’s Mountain Dew, a Coca Cola Vault for FREE!

“Simply put, it’s designed to drive Vault consideration and recruitment among Dew drinkers,” said Scott Williamson, a Coca-Cola spokesman. “We believe that when Dew consumers are offered the opportunity that they’ll like Vault better.”

This tactic is an excellent way to generate goodwill, especially during a recession, and get the brand’s identity out to the public. Coca Cola definitely knows what they’re doing – and its aggressive marketing warfare.

That is the mindset business owners should adopt right now! Even if the competition is greater, richer, more popular, etc. – so what? This economy is leveling out the playing field and opening doors for smaller businesses to seize larger chunks of the market.

So when it comes to marketing your business – be bold, take no prisoners and don’t give up!

Posted by: Steve Banis and Mary Ann Rogers

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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So Bad…Yet So Good

March 1, 2009

Tags: albany advertising, Albany marketing, beating the competition, guerilla marketing, marketing strategy, recession proof marketing
Categories: Advertising, Business Development, Courage, Strategy

Two notable pieces of economic news last week: Warren Buffet’s firm, Berkshire Hathaway, lost $11.5 billion last year in net worth, And the Dow Jones has slipped below 1997 levels.

Each year the “Oracle of Omaha” writes a much anticipated review of all things economic. In the letter to his shareholders just released this morning, Mr. Buffet warns, “the economy will be in shambles throughout 2009 – and for that matter, probably well beyond.

For clear-headed marketers, the news is good!

[To see the text of Warren Buffet's Letter to Berkshire Hathaway Shareholders - Click Here]

Thriving In Chaos

Stunningly bad economic headlines are reported by the news media with gusto. Nothing succeeds in the media like bad news. (Maybe they should worry about their own precarious financial positions instead.)

Despite the screaming headlines, business is still going on. Sales are being made. Success is still attainable.

Video game retailer Gamestop posted record sales in 2008 and expects to open 400 new stores in the next 12 months in spite of the recession.

[see article here]

You say, “of course video games are doing fine, the kids spend all their money on them.”

OK, how about tires? The automakers are on life support and dealers are dropping like flies, but Capital Region business Adirondack Tire Centers is opening a new location in Queensbury.

What’s the secret? They don’t accept “Can’t.” They focus on building their own business, not on the river of negativity flowing from the media and, most importantly, their competition.

Your call to action

Commitments to marketing and advertising programs have nearly disappeared. Local cable TV ads can be had for a song. Direct mail statistics are showing a huge drop in numbers.

I did a quick hand count of the number of ads, not including real estate and business card ads, in two issues of The Capital District Business Review. Here’s what I found:

Feb 27 – Mar 5, 2009 - 32 pages and 21 ads

Dec 5 – Dec 11, 2008 – 40 pages and 41 ads (less than 90 days ago)

Competitors in every business are in lockdown. Associations and non-profits are in a panic. They are losing their visibility.

And that’s why you should get aggressive. You’ll have the playing field nearly to yourself.

A couple of guidelines to add to your marketing handbook:

Protect and defend your current customers.
Create a well defined target list of potential new customers and communicate why you’re especially relevant to them right now.
Communicate your message to them using multiple cost efficient tactics and make an attractive offer.
Don’t stop communicating to your growing sales pipeline, sales cycles are longer.
Stay focused.

Sure, overall times are tough. Warren Buffet is right, 2009 is a bear. Don’t hibernate.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Is the Little Guy Always Wrong?

February 22, 2009

Categories: Ad/Marketing Agencies, Advertising, Social Networking

Back in my days of running an investment firm, I practiced a well regarded approach to investing. The Contrarian approach holds that when the masses start chasing something down, it’s time for the professionals to move onto something else.

Basically, professional investors think that when the little guy has caught on – the big opportunity is over.

That brings me to the hot topic of social media marketing.

The time for the easy money is over.

But that won’t stop many advertising agencies and social media ‘experts’ from trying to cash in on the enthusiasm of the masses.

Here’s what tells me that the “go-go” days of social media are over-

This past week, my partner Laurie attended a panel discussion here in the Albany area with 3 marketing hot shots talking about social media. That was just one of at least 5 different events on the topic scheduled for the the greater Capital Region in the next 30 days.

The topic is hot as a pistol on Marketingprofs and MarketingSherpa as well. Local chambers and economic development groups are allowing some marketing insiders to get on their social media soapboxes as well.

As they used to say, “everybody’s doin’ it.”

Social media isn’t free

So should you think the social media trend is flaming out? Well…yes and no.

While Facebook, LinkedIn, Twitter, YouTube, Stumbleupon, Squidoo, and hundreds more social sites are adding thousands of new members a month – only a few marketers will tell you the truth.

It takes tenaciousness, dedication, ingenuity, and an interesting point of view to make a mark in social media.

Most people are coming to seriously consider social media as a marketing tool because of two main reasons:

They’ve heard about it for some time from their ‘cool’ marketing friends and now they want to do it too
They’re hard pressed to find cheaper ways to market and many think social media is free

The first reason reminds me of my mother asking me if I’d jump off the Brooklyn Bridge if everyone else was ‘doin it.’ The second reason is total bull.

For social media to work, it needs to be a part of a broader integrated marketing program. You’ll need to feed it with content, content, and more content. Interesting content. Useful content. Provocative content. By the way, it’s the same with blogs – the last trend everyone had to do.

Now the web is littered with abandoned blogs. Soon it’ll be littered with abandoned social net pages and bookmarks as part of a program that some advertising agency or marketing firm sold you.

Marketing is hard work. It doesn’t have to cost a fortune, but it doesn’t follow the “Field of Dreams” strategy either – “if you build it, they will come.”

No they won’t.

Begin with a purpose for your social media effort. Find traditional as well as unconventional ways to get the word out about your page. I’ve seen many use Ebay, Craigslist, and the local coffee shop to gather followers. You’ll need to become a part of the culture. by commenting on others’ blogs and posting on others’ walls.

Bottom line – the little people have caught on. Now the real work begins.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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A Break In The Action

February 1, 2009

Categories: Ad/Marketing Agencies, Advertising, Brand/Reputation, Marketing Budget, Marketing ROI, Social Networking, Strategy, Websites

This week we take a break from heavy strategic talk to celebrate an unofficial national holiday – the Super Bowl. Annually the highest rated single television broadcast in the U.S., the Super Bowl is expected to draw 130 million viewers in America and nearly 1 Billion in 234 countries worldwide. (see Voice of America article)

For those of us in the marketing business, the Super Bowl is more than the game on the field and the halftime show. It’s about the strategic decision to spend $3 million for a 30 second ad and how to make it pay off (although the economy has forced some last minute discounting by the network).

Since you’ll be thinking about advertising during the game (at least some of the time), here are the 3 biggest lessons to remember:

Don’t Hide - the economy makes it even more important to communicate
Get Permission – because so many people watch for the ads, they’re basically giving you permission to sell to them.
Integrate – use different tactics to get more bang for your buck. Smart Super Bowl advertisers make every attempt to integrate Internet and social networking tactics, along with advance PR and direct marketing.

I typically root for the underdog. Phoenix in this case. To me, it’s like helping a smaller business beat the big guys. I like winning smart.

Speaking of smart, here’s Mary Ann Rogers’ take on the big game and the need to keep your message out in front. (Steelers 27 Cards 20; My heart’s with the Cards but my head knows better. Now if the Cards had a running game…)

The Super Bowl is here

People everywhere are stocking their fridges with an endless supply of beer, chips and deep-fried goodies.

And since I have no personal affiliation with either of the teams playing in Sunday’s game, I will resign myself to watching the next best thing – the Super Bowl commercials!

Taking into account the current economic state and the fact that a thirty second spot costs a whopping $3 million, can we expect this year’s commercials to be as effective as in years past?

In previous blog postings, Burst Marketing has advised area businesses not to run for cover during a recession, but rather market smarter and more efficiently. And from the looks of a recent CNN.com article, several big-name NFL sponsors like Anheuser-Busch, Audi, Bridgestone, FritoLay and GE are doing just that. (Click here for more.)

It’s Worked Before

Anheuser-Busch, famous for their Clydesdales and talking bullfrogs, has been a cornerstone of Super Bowl advertising for years, winning the top spot in USA Today’s “Ad Meter” for the last decade. This year the brewer has recruited comedic star Conan O’Brian and purchased an additional 30 seconds of air time, ramping up their total commercial time to four and a half minutes.

Anheuser-Bush chief creative officer Bob Lachky said, “We’re trying to reassure the viewer, and our consumer, that we’re here and we’re strong and we’re never changing.” (Click here for more.)

That’s exactly the right message to send in this economy. Remind your target audiences that you’re relevant and reliable.

“What makes the Super Bowl unique is that this is the one time every year where, instead of complaining about advertising, we celebrate advertising,” said Peter Blackshaw, chief marketing officer for Nielsen Buzz Metrics. “You can’t really beat the reach.”

But not everyone is embracing this idea of recessional-style marketing. Past Super Bowl advertisers FedEx and General Motors will not be running ads in this year’s game. Blaming the economy and “bad timing,” these two giants aren’t willing to pay the hefty price tag for ad space.

“As a country, we are in unprecedented economic waters,” said Steve Pacheco, managing director of advertising at FedEx. “A Super Bowl ad buy is not where we should put dollars at this time although, in the past, the value of doing so for FedEx has been indisputable.”

While most Capital Region businesses won’t be running ads in the Super Bowl, the need to out in front of your target audiences is still the same.

So if anyone gives you a hard time for paying too much attention to the Super Bowl commercials on Sunday, just tell them its market research.

Posted by: Steve Banis and Mary Ann Rogers

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Criticizing Your Competition

January 11, 2009

Categories: Advertising, Brand/Reputation, Marketing Message, Sales Process

A major dilemma faced by salespeople in a competitive market is how they describe their competition to customers. Too harsh, it’s sour grapes. Too meek, you risk losing control of the conversation.

I’ve always found it best to answer that question with a reasoned, light-hearted approach that draws the differences between you and them and reiterates the answer to “why you.”

Our ‘Millennial Voice’ in residence, Mary Ann Rogers seems to agree. Here’s her entry regarding negative advertising:

I have always hated the months leading up to the presidential campaigns. It’s not enough that we are bombarded to the hilt with slogans, bumper stickers, commercials on radio and TV, print ads, and yard signs begging for our vote, but add mudslinging to the mix and I’m ready to scream.

Maybe it’s my southern roots, but my mother always told me, “If you don’t have something nice to say, don’t say anything at all.” And I usually agree! Worry about yourself, I say and quit squawking about the other guy.

But I suppose negative campaigns get results; just look at how many politicians are using them. But do they work outside of politics in the world of everyday people and consumerism? Can negative campaigns have a positive effect on your audience?

Let’s look at Apple and McDonalds. These two industry giants are currently running negative campaigns, poking fun and shining an unfavorable light on their competitors.

I’m sure you’ve all seen the recent “Get a Mac” commercials featuring actor Jason Long as the hip and cool Mac, and comedian John Hodgman as the stuffy, out of touch PC. (Click here to view.) Not so subtly, PC always has a problem with his operating system or hardware and Mac’s life is always wonderfully easy. They wisely infuse humor into each commercial, so as not to anger or offend us PC users.

I found an article on Bnet.com recently that says Apple spent roughly $486 million dollars on their advertising in 2008 alone. Wow – that’s more than the gross national product of Liberia. But was it worth it? Absolutely. (Click here for full article.)

Because Microsoft waited until two years after Apple launched their negative ads to begin their own retaliation campaign, Apple was able to capitalize big time. The article claims that not only did Apple raise their ranking in the U.S. (from fourth to third this year for computer manufacturers) but they also increased their market share. The gamble paid off!

Incidentally, Microsoft’s ultimate response to Apple’s ad came with their “I’m a PC” commercials. (after the ill-fated Bill Gates/Jerry Seinfeld spots and their “blind test” Sierra operating system effort.) They feature dozens of people from around the world and all walks of life, claiming that they are not stereotypes, they are PCs and that’s ok. Not nearly as humorous as Apple’s commercials, but they get the message across. (Click here to view.)

Just this morning while I was reading the news online, making sure the world hadn’t frozen solid during the night, I saw an interesting article on CNN.com. McDonald’s has taken a note from Apple and launched their own mini-negative campaign aimed directly at Starbucks. 140 billboards have been strategically positioned throughout the city of Seattle, Starbucks’ homeland, with saying like “Large is the new grande,” and “Four bucks is dumb.” (Click here for full article.)

And while McDonald’s claims the billboards are all in fun, Starbucks is bristling at the competition, calling into question McDonald’s credibility. Ouch. Since the campaign has only just begun, and will only be focused in Seattle, we won’t know for some time if it is effective or futile, but it will be interesting to find out.

Until then, I will continue to type away on my PC at the local Starbucks and get my kicks out of McDonald’s and Apple’s successfully humorous jabs at their competition.

Posted by: Steve Banis and Mary Ann Rogers

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Why choose us?

Get In Touch

Burst Marketing

Early Results on Holiday Spending

Do You Need a Tag Line?

Are tag lines important?

The Phone Still Works

Turn A Competitor’s Strength to Your Advantage

[from Mary Ann Rogers]

A new twist on Coke vs. Pepsi

Riding your competitor’s coattails…to sales

So Bad…Yet So Good

Thriving In Chaos

Your call to action

Criticizing Your Competition