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Experimental Marketing; Creative Ideas from Vanity Fair and Frito Lay

(Posted on Mar 5, 2014 at 12:55PM by William Cosgrove)
 Challenge: Customers want to be actively involved in their own brand experiences. To meet this demand companies are developing innovative experiential marketing campaigns utilizing the virtually limitless opportunities of multichannel engagement. These new strategies are giving both existing and new customers a reason to take action.

Though most viewers may have been focused on the dresses and the winners pulled from those closely guarded envelopes, Vanity Fair magazine saw the Oscar Awards as an opportunity to engage its readers through an experiential event known as “the Vanity Fair Social Club”. The virtual event was created to allow more than 120 bloggers and online reporters to connect with customers using the specific event hash tag. The magazine plans to use this type of experiential marketing strategy for other major events.

Vanity Fair is on the right track because today’s customers want more than traditional push marketing interactions, this according to a new report on Experiential Marketing from CrossMark and MarketingWerks.

• 88 percent of shoppers say that if they enjoy an experiential interaction with a product they’ll add it to their shopping list.

• Eighty percent said they prefer brands that “interact” with them over those that just “advertise” to them.

• Seven out of 10 shoppers say they’ll share a positive brand experience.

ERDM Voice of Customer (VoC) research has confirmed this finding. Across the last 12 months, there has been a consistent trend that has emerged from thousands of hours of research conducted for major Fortune brands;

• Today, the starting point for marketing campaigns should be to understand how your customers define high value Customer Experiences with your specific brand.

Last year when Frito Lays asked customers to “Do us a flavor” over 3.8 million people said yes in just 12 weeks with entry submissions. The goal of the campaign was to turn around a 6 year decline and connect with younger consumers. The campaign was based on insight that consumers wanted to create, share, and get recognized. So a contest was created to demonstrate to customers that their voice indeed mattered. An engagement tool from start to finish, the contest allowed customers to submit new flavors, share them on Facebook, vote on the finalists and then pick the ultimate winner by purchasing samples of the 3 finalist flavors in stores.

Through the Do Us a Flavor campaign the company achieved;

• A 1%+ increase in household penetration

• And, a 2%+ increase among millennials.

5 Takeaways:

Here are 5 strategies that Frito Lay used to keep customers engaged:

1. Understand how your customers want to structure their buying experience and the level of involvement they demand within that experience.

2. Be committed to doing the research necessary to identify engagement “unknowns” that may have been previously overlooked such as media avenues, social interaction, and in-store experiential marketing.

3. Realize that today’s multichannel consumer is in more places (often simultaneously) than ever before. Be accessible in cross media avenues.

4. Always look at what you are doing through the eyes of your customer. Let both existing customers and prospects identify with your brand. Make them feel understood.

5. Look at both your current and future audiences in order to connect with the audiences that will continue to support the brand down the road.

Author:Ernan Roman     Ernan Roman on the Web Ernan Roman RSS Feed

Ernan Roman is recognized as a Customer Experience innovator and was inducted into the Marketing Hall of Fame for creating three transformational methodologies: Voice of Customer Relationship Research, Integrated Direct Marketing, and Opt-in Marketing. He was also named by Crain’s B to B Magazine as one of the "100 most... View full profile

This article is an original contribution by Ernan Roman.

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OBB News Page In Review

(Posted on Mar 1, 2014 at 11:37AM by William Cosgrove)

One Big Broadcast In Review

Friday February 28, 2014
There is not a more cost effective way to leverage your W.I.T.T.s  than by including an Onsite Community as part of your social and digital marketing mix and the advantages are real and the reasons all around us.There is not a more cost effective way... READ MORE

Wednesday February 26, 2014
Local area marketing gives your brand the opportunity to leverage your messages to create a solid community of loyal customers who live or work close to your market area. Local area marketing provides the best opportunity for your business to... READ MORE

Tuesday February 25, 2014

Events anchor any business to their local community. Which is why real-time event ‘live’ media marketing that broadcasts across every online digital and traditional marketing channel can be a game changing experience.If you are planning an event...READ MORE

Monday February 24, 2014
Social media marketing has changed the approach to selling today and requires a new perspective on how to attract clients. If we listen to what is happening in the marketplace today across social media channels inbound marketing offers a higher... READ MORE

One Big Broadcast News Page

How do you feel about your current Marketing initiatives?

(Posted on Feb 27, 2014 at 01:43PM by William Cosgrove)
I would like to step back from posting an article today to get feedback from you on how you feel about your marketing initiatives and answer questions that are important to you.

This is an opportunity for you to get questions answered and get information on how you might initiate or improve on your current marketing platform and initiatives.

 We would like to hear from you about your individual needs, concerns and problems you may be experiencing in relation to your particular business.

None of us have all the answers but our experienced staff will do its best to answer your inquiries and get you the information you need to make informed decisions.

Below are some general questions we would like you to think about and add any inquiry or comment you may have in the comment section. All inquiries made are on our secure servers and held in the strictest of confidence.

  1. How do you fell about the overall performance of your Marketing Department?
  1. Do you think there is room for improvement?
  1. What areas would improve if you could?
  1. What would you like to implement if it was cost effective for you?
I think that we might have some answers that may surprise you or you may not have thought about that can help you be more efficient and effective in a cost effective way.

The Time is Now for Local Marketing

(Posted on Feb 26, 2014 at 02:54PM by William Cosgrove)
Local area marketing gives your brand the opportunity to leverage your messages to create a solid community of loyal customers who live or work close to your market area.

Local area marketing provides the best opportunity for your business to connect with your customer base to show them that you actively support and give back to the community and are concerned with your customers’ needs by promoting workshops on product and service related topics and by posting relevant content to educate, inform and answer questions regarding your products and services.

It’s knowing what messages to market and where to market to your customers based on local knowledge and trends; this is the key to Local Marketing that turns campaigns into success stories. A great resource for obtaining this knowledge is within your organization-your employees.

Promote your team.  People like to do business with local people and be consistent, reinforce your marketing messages, have a local marketing program in addition to your stand-alone campaigns.

Advances in integrated technology has provided business the tools to directly market through their own websites. Marketing Automation allows businesses to use their site as the center for conducting all their marketing initiatives which makes your business more efficient and gives you more control over your initiatives, saves time, and reduces the need to look outside for solutions.

Part of your integrated platform solution for your site must include mobile. Fully integrated sites attract more visibility and therefore more traffic compared to using different solutions and vendors to fill your needs – And with mobile it is widely expected that in the near future, local searches will account for the bulk of all mobile searches annually. If you don’t already have a mobile solution integrated into your website's platform you’re losing ground every day.

The following article by ZOG Digital fills us in on just how important mobile is to have as part of your total marketing solution.

William Cosgrove
Bill Cosgrove Straight Talk


Mobile: The Future Of Local Search


The time for businesses to jump onto the mobile search bandwagon is now. Waiting, even just a few short months, will put businesses at a disadvantage that will impact future sales. Mobile use, especially when it comes to local search, is growing at an increasing pace that will force marketers to adapt and optimize in the near future.

According to a new study from Nielson, Americans spend more than 40 hours every month surfing the web, watching videos or using apps. That’s more time than they spend using any other media device, including gaming systems and desktop computers, except for live television. A study from InMobi shows that outside of the U.S. and the U.K., mobile media is even more prominent than television.


The reason smartphone market penetration and mobile use is important to businesses is because of the expansive use of local search. Local search creates moment of interest connections between searchers looking for specific products or services nearby and local businesses. Overwhelmingly, those local searchers, both on mobile devices and at home, buy something from a business they found online.

Local SEO, which optimizes local search results, puts businesses in front of local consumers with the greatest possible visibility. In essence, local search helps businesses drive live foot traffic and sales by creating a digital presence that can be easily found by local searchers looking to make a purchase.

Local search via smartphones are about to outnumber local searches on desktop devices. According to research fromBIA Kelsey, mobile local search volume is on pace to intersect desktop local searches in 2015, and exceed desktop searches in 2016. One important note to remember, this projection includes both web and in-app searches.


The research assumes the number of mobile searchers per smartphone user will grow from 14 a month to 42. It’s also based on the number of mobile search users growing from 44 percent today (about 118 million smartphone users), to 75 percent (225 million users) by 2016. This is a massive amount of mobile searchers and opportunities for businesses to create moment of interest connections with local customers.

How Businesses Can Build a Presence Using Local SEO

The advent of local search opens new opportunities for businesses to create visibility with the potential consumers that surround them on a daily basis. To create that visibility, businesses must first focus on creating a digital presence using local optimization techniques. Then, a business can tailor its digital offerings toward mobile users. By optimizing mobile offerings with content that is geared toward the usage patterns of these local searchers on the go, businesses can create greater visibility for themselves. As the number of local searchers on smartphones continues to grow, this visibility now will create exponentially higher dividends in the future.

The first thing businesses need to do to create a local digital impression is claim search engine listings and upload location data to online directories.

The three biggest search engines, Google, Yahoo! and Bing, all have their own, unique local listing opportunity for businesses. Claiming a listing on each of these sites can improve local visibility for businesses when users conduct local searches.

Online directories are important because each directory is a mention of a business, and the more mentions each specific location has, the more credibility it is given by search engines. Large data aggregators like Infogroup and Localeze will populate popular and niche directories like Citysearch and Tripadvisor. Additionally, the search engines look to these data aggregators as an influence on their own local results.

For both search engine listings and online directories it is important for businesses to complete all of the available fields with the most detailed information possible and keep that information both accurate and consistent across every platform. Small changes in addresses, phone numbers, hours of operation or anything else will cause search engines to question the accuracy of the information and potentially cause the results not to show in searches.

There are also on-site efforts businesses can take when attempting to create a greater local impression. The most common mistake businesses make is not having a separate web page for each location. Search engine crawlers see local information on individual landing pages differently than if the information is stored on a single page or in a mapping program. When spread out, search engines consider the local information to have more credibility and authority, therefore giving it more prominence in search results.

How to Optimize Digital Content for Mobile Users

Optimization for mobile includes adjustments in strategy, design and content. Mobile users, with smaller screens and no keyboards, have different needs and abilities than desktop searchers, so businesses must adjust to them instead of expecting searchers to change their habits.

Mobile strategy includes creating a unique mobile keyword strategy. Mobile searchers use different keywords when on their mobile devices compared to when they’re at home. The reason? Because they have different need, they’re searching on a smaller screen and because they don’t have a keyboard. To find the keywords that work for a specific business, marketers need to think like consumers and use the analytics already at their disposal, which may have the ability to break down what search terms mobile users use to find a specific site.

One way businesses can adapt their digital offerings for mobile devices is by updating their website to an adaptive design. Adaptive websites automatically adjust based on a user’s screen. 72 percent  of consumers expect brands to have mobile-friendly sites. As new devices sizes are unveiled and tablet popularity increases, this will hold true for all screen sizes. Look into responsive design today to begin optimizing your multi-screen digital presence.

Consumers desire different content when on the go compared to when they’re at home. Businesses should focus on what their local consumers want, and create mobile content that caters to them, which may include easy to use location finders, searchable product information, consumer reviews or simple basic information about hours of operation and pricing. The key is to provide what consumers demand.

Together, adjustments in strategy, design and content will create a richer and more valuable experience for mobile users. Search engines recognize this, and give prominence to businesses that optimize for mobile over businesses that done.


In less than two years, local searches and mobile devices are expected to outnumber local searches on desktop devices. Local searches, specifically those using a mobile device, convert into in-store sales at a high rate. Therefore, businesses should be actively working to gain visibility with these local searchers on mobile devices. To do that, businesses must optimize for both mobile and local SEO. Businesses that neglect either mobile or local, or both, will be at a disadvantage compared to competitors that are already optimizing their mobile offerings.

Features Tell But Benefits Sell

(Posted on Feb 20, 2014 at 01:33PM by William Cosgrove)

People have little interest in purchasing a bed; what they want is a good night's sleep.

Some folks would sleep on a cardboard box if it meant they’d wake up refreshed—that’s what makes it a real problem in need of a solution.

Entrepreneurs must go beyond simply building products; they have to sell what their product will allow customers to do.

If they don't, you know they’re inexperienced. Take a look at this quote from investor Dina Routhier:

The most common thing that pegs an entrepreneur as an amateur is when they come in and immediately start talking about their amazing new technology, and forget to start the discussion with, “What big problem in the market am I trying to solve?” If they don’t start with the problem, then I know they are green."

Let’s look at some examples of how benefits help sell products.

"Lose 30 Pounds in 30 Days!"

(Thanks, Mega Shake!)

As an armchair observer, it's all too easy to scoff at over-the-top late night infomercials. And yet, these ads are making sales, often far more than that super neat-o new web app everybody talks about but nobody wants to pay for.

In fact, the infomercial industry is still growing. It's even gone on to eclipse the TV industry itself:

Collectively, the U.S. market for infomercial products stood at $170 billion in 2009 and could exceed $250 billion by 2015. In fact, with the worth of the entire U.S. network and cable industry estimated at $97 billion as of 2013, DRTV [direct response television] is much bigger than TV itself.

Why bring this up? If there is anything that infomercials are good at, it's selling benefits. For one, they understand that people can be coaxed, not driven.

Claude C. Hopkins once said, "Prevention is not a popular subject, however much it should be." It is far easier to sell around existing desires than it is to create desire.

Infomercials might all sound the same, but they work because they sell solutions that are perpetually in demand. It’s similar to how the most successful tech startups take a problem that already exists / has always existed, and make their solution easier, faster, cheaper, or more accessible.

There's also the effective use of selling a system. "30 pounds in 30 days" is appealing because you know what you're getting. Magic diet pills use this dishonestly, but with legitimate workout programs like P90X and Insanity, the language is the same. Nobody actually wants to buy a workout program, they want abs and better conditioning in a reasonable time-frame.


What's In It For Me?

Let's step away from infomercials and observe the effectiveness of selling benefits in the "real" business world. This stuff works, sans sleaze.

Apple understood this when they released the first iPod. MP3 players were nothing new, and the technology trounced CDs. The problem was marketing; the right pitch hadn't been made to explain just how much better customers’ lives were going to be once they owned an iPod.

How do you think Apple decided to frame the magic of the iPod? Around its technical prowess, or what customers could do with it?


The message was persuasive because, in the words of Seth Godin, it was all about "Me, me, me. My favorite person: me." Gigs of data have nothing to do with me, but a pocket full of my favorite songs certainly does.

The irony is that those who most often admire Apple and Jobs—those in the startup community—tend to have the biggest problem with selling. Many a HackerNews thread is filled with vitriolic commentors who insist that he who lists the most compelling technical features wins.

This has become such a problem that Justin Jackson recently wrote a very popular article reminding software developers that they aren't "normal" in relation to their customers:

Increasing the technical challenge while creating a product does not increase the chance for more sales. This surprises us. We get an idea for a thing, think about the technology we’d use to build it, and get excited. 

“I could build this on the Twilio API!” “I could learn that new CSS framework!” “I could use this new tool I just purchased!” 

The problem is that all of this is focused on us, the creator, and not on the customer, the consumer.

There's a natural inclination for craftsman to want to talk about the craft.

But remember, customers generally won’t care about the cogs that make your product turn. What they want to know is, "What's in it for me?"

A Better Version of You

In a well-stated case for solution selling, Belle from Buffer argued that people don't buy products; they buy better versions of themselves. As Jason Fried noted:

Jason Fried

"Here's what our product can do" and "Here's what you can do with our product" sound similar, but they are completely different approaches.

As with many aspects of marketing, it all comes back to having a compelling proposition of value. This is what many miss, and it’s why you'll see ill-informed comments like this crop up from time to time:

I'm one of those developers who thinks that marketing in general is 'scummy'... I'm willing to acknowledge that there can exist marketing that is not scummy but it's hard for me to think of real world examples... I love building things that people enjoy using but I hate sales and marketing."

Apparently, you're supposed to sit in your basement and build things without ever trying to sell them to the people who need them the most.


Take a look at the homepage of a great company like Bidsketch:

It reads an awful lot like the "benefit selling" we've discussed throughout this article, but to my knowledge, you won't find founder Ruben Gamez on late night TV exclaiming, "But wait, there's more!"


The “selling” here is beneficial to me as a customer: I find out what you provide and what I can do with it without being forced to slog through details I don't need.

As an example of what not to do, I once came across a SaaS app (that wasn't made for developers) that stated in their sub-heading, “Proudly made with Ruby on Rails.”

“What's Ruby on Rails, a level from Mario Kart?” Ninety-nine percent of customers won't know and simply won't care. It’s like shoving the schematics in their face before they even have a chance to decide, "Is this what I need?"

Kudos to many bootstrapped companies, who tend to deeply understand the value of selling benefits (perhaps because they actually have to make money).

Freckle doesn't even mention the word "software" before you're reminded of your biggest problem when using time-tracking apps.

SerpIQ knows prospects will say yes to their question. Once the benefits are clear, they learn about how and why it's a faster and more accurate tool.


Features Still Matter

Obviously, letting features "tell" still matters a great deal—once you've sold a prospect on what you can do for them, the details ease their decision-making.

Take buying a car; what you need is a car spacious and safe enough for your family, but when it comes down to a split decision, you might select the one with the heated leather seats. Until the benefits are obvious, stuff like this is just eye-candy.

Features can often connect the dots and put the benefits into a greater context. There are two important ways they do this:

  • Justification: Esurance uses comparative pricing to explain why their insurance is cheaper (through features). The savings are gained from their lean operation, which was "born online." Once the benefit is sold, features are used to explain how you'll make it happen. If a hosting company says your site is totally secure (hooray!), features show you how and why that claim is a guarantee. Sell the benefits first, then highlight the great features you offer to close.
  • Differentiation: Describing your point of difference means elaborating on your features. We often tell Help Scout customers about how most help desks outsource their email parsing. Ours is in-house, which allows us to do email integration and voicemail support that others can't do (only after the "help desk headache" issue is addressed does this feature become important).

My personal persuasion hero, Claude Hopkins, has a useful tactic on how to correctly frame features and benefits:

There is one simple and right way to answer many advertising questions. Ask yourself, “Would this help a salesman sell the goods? Would it help me sell them if I met the buyer in person?”

Would you, making a sale in person, talk about the titanium frame or the nickel-cadmium alloy mix of your brake pads before addressing the benefits to a customer?


Remember that by not selling on benefits, you're doing a disservice to customers. Give them what they want by showing them why your product is that "one thing" they've been searching for.

Last but certainly not least, be wary of selling "fake benefits," or completely hiding away your features, especially when appealing to a highly technical or business audience. Features matter, and are an essential complement to the solution selling that gets prospects interested in the first place.

Written by Gregory Ciotti


Don't Push Me?

(Posted on Feb 17, 2014 at 10:57AM by William Cosgrove)
Most of the actions we take in marketing are oriented in two directions: First we present our products / services for users to find us when they make a spontaneous decision and perform an action that had not been raised in advance or the Push strategy (Outbound Marketing).  Secondly using content to draw someone with content when they have a need to search to get information is what is referred to as the Pull strategy (In bound Marketing.)

Outbound marketing strategies are carried out to provide the products / services to potential customers. E-mail marketing is a big part of this technique, but gradually promotions and discounts using tweets or Facebook posts have been displacing traditional e-mails. Whatever the technique, the Push Marketing is boosting buying action through promotions and discounts.

Today, inbound marketing offers a higher probability of conversion, as it is the customer who is drawn to you with relevant content providing information pertaining to what they need or are looking for. Inbound marketing happens with the consent of the prospective buyer who has given prior permission for you to send advertising, typically through a contact form, mailing lists or newsletter.

Brian Conlin recently shared this in a recent article “It’s no secret that content marketing has become ubiquitous. After all, 93 percent of B2B marketers use it, a bump of 2 percentage points from 2012. However, just how effective content marketing is might surprise you. Despite costing 62 percent less than traditional marketing, content marketing generates about three times as many leads.” 59 Killer Content Marketing Stats: 2014 Edition—via B2C.

Today, people prefer to be informed and educated with relevant content that relates to their interest on a particular product or service they are researching and the ones with the most relevant content in their inbound marketing now will have the best chance of being contacted to begin the communication process with the intention of eventually winning their business.

Although both outbound and inbound marketing should be a part of your overall mix, the days of pushing your message to gain people’s attention is quickly fading and inbound marketing is taking prominence and statistics are showing the benefits that Inbound marketing offers.

William Cosgrove
Bill Cosgrove Straight Talk

Focus on the Heart and Not Just The Wallet

(Posted on Feb 9, 2014 at 01:24PM by William Cosgrove)
Picture "Would you do a little research to save tens of thousands of dollars on your marketing budget? Then take the time today to read this and research these relevant articles below and other relevant articles and you will discover the tremendous benefits and cost saving that an Onsite Social Community can provide."

Social communities provide customers a central place in which to directly communicate with a business and gain valuable information about all of the businesses services and offerings. Social communities also provide an ongoing opportunity for the business to gain knowledge about the customer as an individual by listening to and addressing their constantly changing individual wants and needs.

Social Communities also provide an open forum in which customers can ask questions relevant to them and share their feelings with others on why they like doing business with your company. What better way to get to know a customer than genuinely listening to their wants and needs and providing the solutions and answers that concern “them” from one central place-your website.

As well as enjoying the rewards of being a customer of a business through special member discounts and drawings they get to know you as a business and you get to know them as a customer.

The process of buying a product is fleeting in terms of the length of time it takes. After the sale your relationship can last for years when it comes to servicing, communicating and establishing a positive relationship with that customer.

Don’t get drawn in by all the bell and whistle costly offerings that will never match the effectiveness and economy that having an onsite social community will provide.

The cost effectiveness of having that customer on your site as a community member is immeasurable when comparing it to the cost of campaigns to reach them. (See Know These Must Have Social Media Marketing Tools)  Your communication also becomes welcomed and not intrusive to them.

Also, by having one central landing page for community members to provide helpful information from service to sales and relevant topics with the ability to ask questions that they have that concern them will turn your customers into brand ambassadors to provide invaluable marketing opportunities for you to increase you customer base.

Online social communities can also be combined with online events marketing to provide powerful and effective marketing campaigns that will stand out and which cannot be accomplished otherwise.

Analytics have provided more and more insight into online users behaviors and have started to provide more insight into target marketing to the individual. 

The rapid advancement in technology as a whole promises to bring new and better ways to measure and market online much more efficiently. I for one am excited that as we move forward businesses will start embracing the advantages that current technology already offers.

Two of these advantages are that more businesses see the advantage of onsite communities to integrate current customers and employees into the company culture to better leverage these existing resources and integrating on and offline marketing into one cohesive marketing plan.

Would you do a little research to save tens of thousands of dollars on your marketing budget? Then take the time today to research these relevant articles below and other relevant articles and you will discover the tremendous benefits and cost saving that an Onsite Social Community can provide.

William Cosgrove    

Relevant Articles:

Activating your employees in social

What is “Social Influence Marketing” to You?

Are you Ignoring Your Best Brand Advocates?

Social Communities Can Redefine the Customer Experience

What is Social Casting?

Why You've already missed the hottest marketing opportunity

(Posted on Feb 6, 2014 at 11:59AM by William Cosgrove)
One must always be looking to innovate and try new things. The old saying that the early bird gets the worm holds true in most cases. Always be experimenting and measuring your marketing initiatives and remember some of the most lasting initiatives are right in front of you, you read about them and do nothing.

Don’t miss out on opportunities because you want to play it safe and take a wait and see attitude. I am sure this is not what got you started or made you successful.  Some of the most cost effective and lasting initiatives are here now-take action!

Make the commitment this year to experiment and really look for and listen to fresh new ideas and just maybe you will find more success because success will most often not look for you.
William Cosgrove

Related articles:
Know These Must Have Social Media Marketing Tools
Introducing “AutoPhoto”


                 Why you've already missed the hottest marketing opportunity

By Eric Wittlake, {grow} Contributing Columnist

Want to take advantage of today’s hot new marketing opportunity? Sorry, you’ve already missed the boat.

The best opportunity goes to the marketers who identify it well before it’s hot, not the ones who join at the frothy peak. You won’t see those initial eye-popping results today.

This trend has played out time and time again.

The first online banner ad, for AT&T, 44% click rate. Today’s average click rate for an ad the same size (468×60) rounds off to a nice even 0.0%! The only 44% you are likely to find in today’s banner discussion is the percentage of people with an ad blocker installed.

In 1978, Gary Thuerk sent the first unsolicited email to a whopping 400 people. The result? He successfully drove attendance to two in-person events and ultimately closed more than $10 million in sales. Today’s unsolicited marketing email to 400 people wouldn’t be expected to get a single webinar attendee!

Over the last 16 months, organic reach of brand posts on Facebook dropped from 26% to just 7.8%. That’s 70% shaved from the results of your Facebook efforts just for getting started 16 months later!

The story is the always the same. Twitter. Online video. Google AdWords. Blogging. Infographics. Native Ads. The marketers who get in early are the ones with the headline-making results.

Find Your OpportunitiesWhat can we learn from these and other early adopters who captured outsized returns?

  • Innovate. AT&T took advantage of a brand new type of opportunity on HotWired. More recently, SAP was the first marketer to join the Forbes BrandVoice program and they are continuing to see some of the best results today.
  • Know the trend setters and early adopters in your market. Just like Gary’s first email blast, Pinterest delivered astounding results for early adopters. Often the best opportunities are right in front of you—you just need to see them through a marketing lens.
  • Be different. Did you already miss the best opportunity? Whatever you do, don’t just follow the masses! The unexpected nature of something completely new breaks through the filters we have all established for marketing. For a bit of inspiration in a stodgy B2B space, look up Maersk on Facebook. Or if you prefer, consider Red Bull’s marketing.
The Lasting AdvantagesThe early mover advantage doesn’t end there. The benefits of starting early often continue long past the point a marketing activity becomes mainstream.

  • In social media, marketers that started early had a head start building an engaged audience.
  • In content marketing, early adopters learned how to connect with their audience effectively (and got a head start on SEO as well).
  • In online advertising, early movers found the hidden gems. Working with a B2B advertising client about 10 years ago, we helped a niche site create their online ad offering. They became one of our best performing advertising partners for years.
Do you want your share of the results that you always see in case studies but so rarely achieve? Then stop chasing the results other people are getting and start finding your own opportunities.

By the time something is broadly recognized as the next great opportunity, it’s really just table stakes.

Here are some of the areas I’m watching with a marketing, not just product and marketplace, lens:

  • The sharing economy.
  • The Internet of things.
  • The proliferation of inexpensive sensors.
  • The brand new insights, segmentation, personalization and (most importantly) services this information and connectivity enables.
Today, these are becoming things we market. Soon, some will likely become ways that we market as well.

Where do you see potentially uncharted and untapped opportunity for today’s innovative marketers?

Introducing 'PhotoRep'

(Posted on Feb 5, 2014 at 12:33PM by William Cosgrove)
PhotoRep, is the first photo app of its kind developed by OneBigBroadcast’s innovative technology that augments reputation management, social awareness, search and solidifies your brand through positive feedback from satisfied customers.

You no longer need to let these invaluable marketing opportunities slip by. Capture these happy moments as they happen and share them instantly on your customer satisfaction page and across your social channels.

The happiest time in the buyers experience is the day they take delivery of their new or preowned vehicle, product or service. We have made it easy to capture that moment with a photo and a text statement from the customer as to why they purchased from your business. There are also many times in Service where a customer is more than satisfied with a repair or the prompt and friendly service they received.

These pictures with customer texted statements from your satisfied customers will do more for your reputation and social awareness than anything that is available to you today and will also help with your search rankings. Customer testimonials also have the highest effectiveness rating for content marketing at 89%.  Your employees will also benefit from sharing these treasured moments on their social channels.

Plus, you can capture those funny or treasured moments that occur during business hours and share them with your current and potential customers to show them that you are people to, transparent and customer centric.

PhotoRep also makes a great contest App.

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William Cosgrove

One Big Broadcast

Know These Must Have Social Media Marketing Tools

(Posted on Feb 3, 2014 at 01:55PM by William Cosgrove)
Below I have outlined some examples of how you can setup and implement an onsite social community to start reaping the multitude of benefits and good will that no other form of marketing or rewards program can offer. The possibilities are only limited to your creative ideas.*

The benefits that these communities will bring are the most cost effective way in which to engage, retain, manage and form alliances with your community members that will not only foster retention but promote your business in the most positive ways imaginable.

Onsite Communities brings together the customer's voice with data from enterprise systems such as CRM. In addition to other benefits, engaging customers in community also drives transparency and openness - attributes that modern consumers increasingly expect.

Companies with private social networks can experience better employee relations, customer service, reduced customer complaints and even higher brand loyalty due to brand ambassador programs. Think of having a central place in which to read and understand your customers’ concerns, wants, needs and expectations.

Onsite communities also connect to onsite/online events marketing allowing businesses their customers, employees and event sponsors to manage their own profiles – including creating their own content, updating their company news and social media – which can all be administered with specified permissions tools. This “conglomerate”-style online network harnesses the power of multiple which acts like a magnet to attract search back to your site.

Imagine by combining your onsite community with onsite/online events marketing (Social casting) with blog casting,  and mobile applications all working together to engage potential viewers and fans in real time with GPS galleries that comb your area to attract visibility to the event both during and after it’s over.  These can also be used as a multichannel online sales or advertising event tools to enhance your inbound leads.

Socialcasting in its many forms can boost page ranking and drive traffic in ways that no other form of media can. This can positively impact your overall marketing efforts and is something that any business can benefit from. Technology is constantly providing us with new and creative ways of marketing. Socialcasting is a product of all this new technology and is another way of driving social content to get help get your message out, create attention and drive traffic.

It might seem like a foreign concept at first, but implementing these Socialcasting tools and applications that span the digital realm will take your business to a whole new level and right into the heart of the action.

Although your social brand strategy is important, don’t overlook the potential of harnessing and combining  your own community in a niche social community network with your social brand strategy. 

An onsite social community offers many benefits for you as the business, your employees and the customer that cannot be duplicated elsewhere-providing a win-win situation for all.

*Examples of how to set up an onsite social community. Remember that the possibilities are only limited to your creative ideas.*

Community Members:

Existing members will automatically be made members and sent an e-mail to inform them.

New customers will automatically become members of the community as part of the benefit of doing business with your company.

Site visitors will be invited to join to enjoy member benefits as calls to actions on your web pages.

Member Benefits:

10% discount on service-Link to make an appointment or contact service or free rental etc.

Discount on  purchases- examplean $$$ automatic Discount

Discounts on Extended Warranties, Maintenance Contracts and/or Services

Discounts on financing

Drawing, contests and Special Offers:

Have a monthly drawing for $$$ In Free service that members can entered every month with their e-mail to win to keep members engaged. Take a picture of winners, get testimonial and post to Customer Satisfaction Page and Social Media Sites.

Website would have a link from your website pages or members community profile page for members that is a landing page listing member benefits, news, articles and comments with a link to the entry form for the monthly drawing for services- sales-etc

Take pictures of members when they get discounts etc. get testimonials

Product or detail pages would have an invitation to join free of charge to enjoy members benefits.

William Cosgrove
One Big Broadcast

Not convinced? Here are some related articles that will.

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Make Your Customers Brand Ambassadors [Video]
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