Here are six quick Points of Interest to enjoy. Whether you are masked and staying six feet apart at the beach or if you made a beach in your garage with bags of sand and a kiddie pool, we’ve got your summer reading right here!
Meet the Marketing Monsters
The Social Media Marketing Monster loves nothing more than hitting people over the head with nonsensical posts and blasting noise into the already-crowded social mediasphere.
The monster-busting team at Savoir Faire has a solution to quiet that social snake in the grass. Your company’s social media presence should reflect your brand and culture – and not whatever garbage the Social Media Monster demands you post. This article offers questions and answers on what you should be posting on your company’s channels.
Being timely on social media can be a best practice for businesses. However, attention to content is very important if you want to maintain or grow the confidence level of your customers and prospects. We oversee social media marketing posting for several of our clients and we post regularly on our own channels.
Having personality that reflects your brand and your culture is key, so here are some questions to ask yourself when determining what to post on social:
- Who is Your Audience?
- Does the Theme of the Post Align with My Brand?
- What are My Results?
We all scream
Not even a full month into summer, and it’s hotter than Hades in many spots around the country. It’s enough to make many of us forget our lactose intolerance and indulge in delicious ice cream!
Marketers around frozen treats are hoping our nostalgia for the “ding ding ding” of the ice cream truck also entices new generations to dig in to throwback treats – such as the Bomb Pop.
This Digital Media Solutions article spoons into the vintage approach to 2020 summer ice cream marketing. For example, Bomb Pop is banking on Tweens’ preference for two things at once to get them crazy about Middles, a new two-flavor option. Bomb Pop is going where the young ones are – TikTok, Soundcloud and other channels – to help make their cold treat the summer’s hot pick.
Rumor has it that Choco Taco is back this summer, too. Nostalgia sells, but it is odd that the local ice cream truck of our web developer chooses to play Christmas tunes on the chimes. I guess Christmas in July is back, too.
Learn from Italy’s pandemic action
We’ve written volumes about the importance of how your messages are sent and received by your audience.
It is more important than ever to be sensitive to how your customers feel, and to communicate with them to answer questions and deliver them the information they want about your services or products.
Looking at what’s happening in Italy via this AdAge article may offer you some insight to what the future holds:
Online shopping is replacing some in-person purchasing: Nearly 60 percent of Italians bought groceries online for the first time in April. Laptops are top sellers. Consumers are changing their habits for the long run.
Digital advertising is up: Early in the pandemic, businesses ceased much of their ad spend, including digital, though in some European countries, the spend has come back and looks to be big in the next quarter. Watch for this trend to happen in the U.S., too.
While consumer spending habits shift, we can’t encourage you enough to be mindful and thoughtful in your messaging. We shifted gears a bit for a campaign in June as we started to get some not-great feedback as to how information was presented. Your tried and true messaging may not work anymore, so be ready to shift your content to keep up with consumer habit shifts.
Feed it enough juicy nuggets and AI can write the next smash novel a la “Fifty Shades of Grey.” Many small- and medium-sized companies do not think they have the marketing resources to access artificial intelligence for fully-realized customer communications, though.
However, three out of four marketing teams now use automation tools, according to Social Media Today. Customers actually like it when you use technology to create better experiences for them, says a new piece by Inc 42.
The debate becomes that too much personalization may be off-putting to consumers versus too much automation is not personalized enough. Finding the balance can be tricky.
The article posits that the key to personalization is more than knowing basic demographics of a customer. It means taking that data and using it for actionable insights to create relevant content, contextual interactions and individually-tailored experiences that turn your audience into brand loyalists.
Of course, this may require an investment in AI-infused automation technology. If improving your tech – or working with a marketing company that uses this tech – delivers a deeper understanding of customers at the individual level and deeper engagement, it’s worth the investment.
Educate first with traditional marketing
Why would you purchase a product or service that you don’t comprehend? While branding is a very important part of the marketer-customer journey, education is key, too, especially if you’re offering something different to the marketplace.
An unknown product from an unknown company has to first focus on educational marketing as opposed to branding, if they want to make a positive impact, according to a piece by Built In.
Savoir Faire has helped clients through this experience many times, as we work with some companies that consistently expand their technologies and services. It’s important that as the marketers, we understand what it is we’re helping to market, in order to offer clear, concise information to potential customers.
The article linked above digs into tactical and strategic marketing tactics to better educate consumers on products. For example, tactical marketing is about educating a customer base and focusing on a product. While branding makes up how the company and the product make you feel, your tactics offer a clear message of what the product is and does.
Safecationing from home
Savoir Faire is located in what is arguably one of the safest states in the nation – New Hampshire. We have low numbers for coronavirus infections and deaths. So, I cringe a little when I read the marketing message on the homepage of the New Hampshire tourism bureau:
“Whatever you’re looking for, and whenever you’re ready to return, New Hampshire is committed to welcoming you responsibly.”
“Whenever you’re ready to return?”
“Let’s all go to New Hampshire! They’ve got no Covid and they have beaches!”
Yikes. We understand this is a challenging time for tourism departments. Summer’s here and that’s when many towns and cities make their money. New Hampshire’s message seems to say, come here first and stay safe second. We believe it’s important to be mindful of your local residents when marketing to potential tourists.
A new USA Today article – written from Concord, N.H.! – offers some insight as to what other states are doing with their tourism marketing and how some are encouraging “staycations” and “safecations” from home.
“We really had to ask ourselves, ‘When is it irresponsible to ask people to travel? What do we do as a tourism brand?’ We can’t come out and tell people to plan a trip because we have no idea when people are going to be traveling again,” said Lindsey Norment, brand director at Virginia Tourism, in the USA Today piece.
Virginia Tourism scrapped their plans for a campaign just days before launching, and we agree it was the right thing to do.