The view counter read something over 7,000 views – plenty popular, right? In the next two days it got national play on GMA and was video of the day somewhere else. As of this morning the twins had a worldwide audience…with over 13 million views and counting.

Striking it viral is like catching lighting in a bottle.  Like hitting Lotto.  And there ain’t no strategy for winning the lottery.

It’s luck.  Not a strategy.

For all those out there who are convinced they’ve got the approach to go viral.  Who have completely bought into the thought that social media is a cheap, simple way to market your business – I’d like to offer a few simple words of discouragement:

No it’s not.

It’s not easy.  It’s not cheap.  (if your time is money)

Over the last year or so it seemed every Capital Region chamber, business and civic organization has had a presentation on Social Media marketing.  They showed up in droves.

Was it interesting?  Yeah.  Have you built your list of friends and Linkedin contacts?  Probably.

But, have you made any money with it?

I’d argue that the only thing that’s gone viral is social media itself.  Facebook has a zillion members and is making money hand over fist.  Are you?

Look, using social media as part of a well conceived, overall marketing strategy can make sense.  Just don’t go thinking that every new friend you add brings you closer to hitting the lottery.

Got an opinion? Share it with us.

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Marketing chart of the week – building your email list

Email marketing strategies have matured and are no longer strictly about increasing the number of subscribers. Today, the priority lies in building a quality list of names.

A survey of more than 1,100 marketers to provided insight into the level of effectiveness of each list growth tactic used by their organization.  Here are the results:

These results align well with content marketing strategies. Tactics that deliver value to the customer such as purchased products, downloaded material and webinars develop trusted relationships which enable customers to share email addresses and contact information. For this reason, company blogs and published articles have become an excellent method of capturing email addresses.

Expect to see growth in mobile capture in the coming year as marketers rank the effectiveness positively and the difficulty low.

Did you know that Albany is the #1 test market in the United States.  Correct-a-mundo.

According to Acxiom’s  last published study in 2004, Albany, NY was the market that best represented the United States population as a whole.

In other words – we’re the most average market in America.

That holds some real advantages for you as a marketer – especially if you market to consumers.  Rolling out new mass-market products in Albany is an excellent place to start.  The test results could well translate to the national market, and “amped-up” ROMI (Return on Marketing Investment)

If that’s you – be thankful we’re so average.

The competition for your attention is in full swing…and it’s survival of the fittest.  Getting to the top of the pile has always been a challenge for direct marketers, no more so than now when time is at such a premium.

No, direct mail is not dead.  Far from it.  One client of our drops over 4 million pieces of mail each year and generates a very healthy ROI, thank you very much.

There are a number of tactics you can use to improve the response of your direct mail program.  Lead among them is the use of variable print data.  Enabled by technology, personalized messages can be created on each piece by pulling information from your database.

Research shows that mail with your name on it, along with a relevant message, generates a significantly higher response rate than those without it.  The additional costs of variable printing can be highly justified by the higher returns generated.

Does it makes sense for you?  Calculations depend on a number of factors including -

- What is the value of an individual sale?
- What has it cost you in the past to generate a qualified lead?
- What other elements are included in your communications mix?

Direct mail is a highly measurable form of lead generation.  Testing the effect of variable printing is a matter of organizing and tracking the effort properly.

Consumer telemarketing has achieved the unfortunate reputation achieved by used car salesman, carnival game operators, and Bernie Madoff.

However, to reach the communities you’ve built over time – your customers, prospects and other contacts – using voice to deliver your message can be both courteous and extremely effective.

The people on your lists expect that you will engage in ongoing communication with them by virtue of your relationship. So you’ve already received their permission to contact them. That makes you compliant with CAN-SPAM and perfectly OK to pick up the phone.

Boston College did just that.  Well, sort of.

Kickoff

The Boston College football team had a strong 2007 season, eventually going on to its first ever Atlantic Coast Conference (ACC) title game.  The game was set to take place on December 4, 2007 in Jacksonville, Florida.

Great news.  Except that the Eagles clinched their spot only two weeks before the ACC Championship game.  BC had just two weeks to sell as many tickets as possible and ensure solid support for a game taking place 1,160 miles away.

They needed to drum up support from alumni and get fans to travel down . And they needed to do it quickly and cost-effectively.

Nothing like the spoken word

Boston College used an automated voice-messaging solution to target more than 115,000 season ticket holders and alumni.

They had their star quarterback Matt Ryan record the message, explaining the historic event and the sense of urgency to participate – and then offered up a call to action.  Even if fans couldn’t come, they asked them to donate their tickets to a Jacksonville-area charity to help fill the stands.

The response was immediate, with ticket sales flying through the roof on the day of and the day following the message’s release. In all, close to 5,000 tickets were sold, with more than 400 purchased and given to charity.

In the end, Boston College was able to ensure it was well represented in Florida and managed to profit $200,000 from a campaign that cost $10,000 to launch.

The phone is alive and well my friends – it’s just living a different existence in your marketing mix.  It’s extremely cost effective.  And it can work very well when delivering a timely message.

Have a particularly important piece of news to deliver?  A once in a lifetime sale?  A special event you don’t want people to miss?

Use voice.  But don’t use it too often.  Like endless jabbering from the person seated next to you on the plane – it loses its charm quickly. Then it’s just annoying.

[case study was reported on Marketingprofs.com]

Posted by: Steve Banis

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

There is opportunity now. But where? With whom?

I need to hang onto my customers What’s the best tack to take?

I’m determined to get aggressive. Where’s my best bang for my buck?

Last year’s questions might have been about branding, advertising, or how to go “viral”. Many wanted to talk about that. And agencies are only too happy to oblige as these are the highest margin products and services they sell.

Today it’s different. It will stay different.

The right questions to ask today are who, what, and what’s the return on that? For the most part, that means starting with the few and working outward.

Back on April 2nd, Seth Godin wrote a little about this approach. Begin with 10 utterly loyal clients, friends, associates, etc. and work from there. Start slowly and let it build.

Depending on your situation, the place to start is with your team, moving onto your key customers, and then finally to dedicated FOOs (friends of the organization).

Let your team in on the secret…you need them. They need you. You both have roles to play. Yours is to lead – provide vision, direction, tools, and resources. Theirs is to perform their jobs with gusto. Relate to customers better than ever. Spread the word with more sincerity and urgency. Share ideas.

Strength in numbers

Same with your customers. Not only do you want to keep your important customers happy, you also need them to know that you need their help to succeed with other customers as well. Testimonials, invitations to present within their circle of influence, and asking for their ideas is not only helpful, it can also be flattering.

FOOs can also be a fountain of good ideas. They have exposure to other industries, competitors, and can help you get a handle on things that might be working for others. Also, because they typically have no axe to grind, any referrals from them, even those that may not lead directly to business, may lead to something more concrete.

Bottom line? Yes, there is opportunity now. Yes, there are customers out there up for grabs. Most of the best ones seem to be laying low.

Now’s not the time for a big splash. Now’s the time to throw a bunch of pebbles into the water and make many little ripples. In time they’ll all connect to make a big wave.

Posted by: Steve Banis

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:

1. Don’t Hide - the economy makes it even more important to communicate
2. Get Permission – because so many people watch for the ads, they’re basically giving you permission to sell to them.
3. 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

The Hyundai Motor Company is the world’s 5th largest automaker (Wikipedia). The Company reached this lofty position on the strength of a single marketing idea – a 10 year warranty. At the time, the Company had a poor reputation for quality and customers stayed away.

Playing To Win

But with this ‘promise’ to their customers, they took a leadership position on the question of quality.  When they announced the program, and for years after, Hyundai was the only auto company willing to back its cars with such a security blanket.

Hyundai went from irrelevant in the marketplace to a big player. Quite simply, they bet the ranch by building the entire company around this single idea. One that answered the biggest question on the minds of potential customers: Hyundai’s quality.

They were already cheaper than their rivals, but they knew it wasn’t enough. They had to vividly demonstrate their answer to the quality question in order to give consumers ‘permission‘ to buy their vehicles.

It worked big time. Now they’re trying to do it again. While much of the auto industry is fighting for survival, Hyundai is playing to win.

Hyundai’s new program – Hyundai Assurance – allows customers to return their vehicle and walk away from their loan or lease if they lose their income within 12 months of purchase.

It Takes Guts

Hyundai’s main customers are those for whom losing their jobs is a very real concern. With this program, they’re demonstrating that they understand their customer and are willing to really do something to address their concerns.  Once again, they’re trying to give people the permission they need to buy a new Hyundai vehicle.

The idea is simple – Answer the biggest question on consumers’ minds right now: “How can I responsibly buy a new car in this economy?”

They’re placing another big bet. We’ll see if it works, but boy does that take guts.  And it’s the single best example of how you can rally your entire company around your customers’ biggest concerns. If you think about it, It’s just knowing what your customer needs and giving it to them. Marketing 101. But they’re really walking the walk aren’t they?

What is the biggest question/concern on your customers’ and prospects’ minds right now? Do you have the sensitivity to tune in? And do you have the courage to do what you need to do to respond?

Or will your competitors get there first?

Posted by: Steve Banis

I’ve always considered this upcoming week to be like one of those roadway scenic turnouts. You pull over to stop and check out the view. Only this year, we don’t know what’s around the next curve. Be aware, it’s under construction.

Many find this last week of the year a good time to reflect and look forward. Top 10 lists are everywhere. People like lists.

Well here’s a list for you right now – the top trends of 2008. It’s a list of one:

1. Permanent Change

What’s going on in our lives and our country is no short term phenomenon. Its here and its permanent. The economy will recover, but not in the way we’ve become accustomed. There are numerous reasons for this. Among them are mounting debt, the evaporation of economic bedrocks, and a true ‘new world order.’

Sometimes it feels as if it’s all come on at once. But of course this change has been coming for some time.

It doesn’t have to be painful.

I strongly believe this nationwide transition can be a good thing. A VERY good thing.  America has been and remains the land of opportunity; historically fueled by creativity, initiative, and guts.  Here we have an opportunity that comes along only once every lifetime. A chance to reinvent ourselves and create a new course to prosperity.

And from my perspective, one of the key trends I see playing a big role in our new prosperity will accelerate in 2009 – the development of national and local community.

Look for signs of increased collaboration, more productive online social networks, and a focus on ‘psychic compensation’ as signs of new economic and social realities.

-> [You can read more about these trends in the full article]

From a marketing service perspective, strategists and creatives will be forced to stretch further than ever. We’ll need to use our skills and imagination to directly help produce sales – and for less cost. Forget pretty pictures and cool animated graphics – make the phone ring.

We’ve got a week ahead to help us catch our breath. Take in the scenery of the past year and imagine what it’ll look like in the years ahead.

We all have a major transition coming on. Don’t fight the trends. Make the most of them and you’ll enjoy the view.

Posted by: Steve Banis

[Read Complete Article on Stealing Competitor Customers and fighting for growth]

For mature, established firms, this market offers the advantage of being well connected, entrenched, and difficult to unseat. The downside for them is that once mature, if they are overly dependent on the local market – growth opportunities are limited. And when you stop growing, you’re vulnerable. Sharks need to keep swimming or they die. It’s the same with a business.

In this scenario, there are only four courses of action to pursue life sustaining growth:

1. Steal your competitor’s customers
2. Acquire your competitors
3. Expand your product offerings
4. Expand outside the local market

Each of these strategies warrant in depth discussion on their own.

Acquisitions can offer the upsides of greater scale, a broader customer and talent base, and potential synergies along with the attendant risk of what you can’t know about the acquisition target.

Expanded product offerings offer the hope of greater share of wallet from your customers, but risks diluting your expertise, and therefore your core message.

In the intermediate and longer term, I would argue that a mature company might pursue growth outside the local market as the most prudent strategy – perhaps by acquisition. Our Burst Marketing approach, however, disciplines us to focus on shorter term victories at the start of a campaign – and in a recessionary economy (which we believe will hang around for longer than anyone wishes) – short term victories breed hope and build momentum.

So when you’re huddling up around your strategy table this Fall, I want you to put on your battle armor and think about one thing – stealing your competition’s clients. Because in market’s like Albany, NY, the fight to grow and survive is just beginning.

Posted by: Steve Banis