Posts tagged multi-channel marekting

Does Your Data Support That?

mobile interface1 250x166 Does Your Data Support That?

Trends Marketing Needs to Stay on top of Due to Data

The whole “big data” phenomenon may be overstated in the business and tech media at this point, but for good reason: Companies are proving time and time again that a data-driven approach leads to smarter business decisions and often creates a competitive edge.

As a result, more businesses — even small and medium-sized businesses — are turning to solutions that help them harness the power of big data to do everything, from more accurately tracking inventory to listening and engaging in relevant online social conversations. As the data universe continues to grow exponentially, tools are rapidly being developed and deployed

More Data Regulations are Imminent

While the marketing and advertising industries successfully deflected major regulations in 2012 through intense lobbying efforts, new regulations in 2013 are highly likely to be passed due to the sheer number of bills and other initiatives currently in the works, along with the need for laws to catch up with the fast pace of innovation in this area:

  • Following the release in March 2012 of a two-year investigation on consumer privacy in the digital age, the U.S. Federal Trade Commission endorsed legislative action around data privacy, including the creation of “do-not-track” mechanisms in web browsers that help consumers opt-out of online behavioral tracking and targeting. Efforts by the industry to self-regulate DNT were stalled at the end of 2012; the consequence may lead to legislative action on the issue.
  • Retiring Democratic Senator from West Virginia, John D. Rockefeller IV, launched an inquiry into information brokers like Acxiom, Epsilon and Rapleaf last October to better understand their practices and determine if they handle consumers’ personal data appropriately.
  • Rep. Hank Johnson (D-GA) recently released a draft bill called “The Application Privacy, Protection, and Security Act of 2013,” or the APPS Act, targeted at creating guidelines for data collection, retention and sharing practices of mobile app developers. With other initiatives at various stages in the works, expect more attempts — and some successes — to introduce new marketing and advertising regulations in 2013.

Don’t Put Your Phone Down

The sheer size of the mobile audience, along with the diverse capabilities and immediacy that modern mobile technology can deliver, has prompted organizations to go back to the drawing board with their website and application designs to account for the unique features of mobile devices. Smaller screen sizes, touch interfaces, push notifications, location services … they are all pushing practitioners and technology firms to rethink their approach to design to help them reach their audience in a clear way.

It should be noted that the “large screen” desktop interfaces are not going away anytime soon, especially in the workplace, meaning that design ultimately needs to be multi-modal. Some companies are approaching this issue by building responsive layouts that automatically adapt depending on the browser or screen size. Others are taking a more piecemeal approach by designing for a particular channel or, in the case of mobile apps, designing for a particular device or operating system. Are you designing your multi-channel campaigns with mobile in mind?

Interestingly, some of the design elements born out of the necessity to create usable interfaces on smaller screens are now becoming common in designs for larger screens. The interface of Microsoft’s new Windows 8 OS is probably the starkest example of this phenomenon, but there are plenty of others. Forms are becoming less dense and easier to use due to the lack of space of many inputs and large drop-down menus, and icons are being designed and implemented in more meaningful ways to reduce interface clutter. In other words, mobile is driving more simplicity in interface design, which is a step in the right direction for creating more user-friendly digital experiences.

The Road Map for InfoTrends’ Digital Marketing & Media Trends (DMM) Consulting Service helps companies understand how to harness the power of interconnected media effectively to meet their business objectives. To read the full DMM report, visit www.infotrends.com.

Why Marketing Artists and Marketing Scientists Need One Another

v. man 250x250 Why Marketing Artists and Marketing Scientists Need One Another

Mark McGuinness of Lateral Action guest posted a terrific blog at Copyblogger: Are You a Marketing Artist or Scientist? In it he describes two distinct tribes that most marketers fall into (1) the right-brain types that like to create and find inspiration in coffee shops journaling and brainstorming about their next blog, podcast, video or creation or (2) the left-brain types that are most on fire when they get to use gadgets to crunch numbers, run split tests or compare data sets.

McGuinness explains it matters not which camp you fall into. What matters is that both camps work closely together to achieve optimum marketing outcomes for your organization. While ethereal writers can create magnetic content in itself it isn’t marketing until the scientists optimize it to be found and shared on the web.

And while marketing scientists are terrific at setting up variable data projects,analysis models and optimizing content to be keyword and SEO rich and for capturing names and IP addresses via landing pages and micro sites, they aren’t good at creating copy or content that screams read me, share me, and use me to make your buying decision right now!

You Need Both Disciplines to Succeed

McGuinness goes on to say that while at one time you could succeed with just killer content or killer PPC, now you need a mixture of the art and science to succeed. Dave Reibstein, co-author of Marketing Metrics, agrees.

Read Reibstein’s full excerpt here about blending the art and science of marketing.

Allen Weiner of Gartner for Marketing Leaders shares three companies that he feels is blending the art and science of content marketing marvelously well. In his blog post, Understanding the Art and Science of Content Marketing, Weiner gives the thumbs up to Home Depot, Nike’s Better World micro-site and The Waffle Shop.

He says all three think like publishers in blending their content with proper workflow and outcomes. Home Depot succeeded by driving 29 million DIY-ers to a YouTube video on the forgotten art of whiskey barrel making. Many showed up in the store to buy materials and give it a go.

Nike’s Better World succeeded with its content by using HTML5 to present a scrolling storyboard explaining its company’s green initiatives and The Waffle Shop doubled connects with its customers through a live stream of customers sharing comments good or bad live at a Pittsburgh restaurant.

Is your marketing organization set up so the scientists can teach the artists and vice versus? Tell us in the comments section below.

VDP Allows Bridal Service Companies and Brides to Get Personal

When Savvi Formalwear, a group of 35 independent formal wear retailers, wanted to connect with more soon-to-be brides, it chose the print and digital trifecta — direct mail, email and personalized landing pages.

All of Savvi Formalwear’s direct mail pieces were personalized using variable data printing (VDP), with coupons or incentives such as the two free airline tickets shown in the postcard in this post and a PURL that drives brides to a landing page with a store locator and Savvi Formalwear branding.

Savvi Formalwear is using the campaign to capture more of the $1 billion formal wear industry, that like other industries, has suffered because of the 2009-2011 recession.

wedding VDP Allows Bridal Service Companies and Brides to Get Personal

 

Not coincidentally the majority of Savvi Formalwear stores are located on the west coast where nearly 20% of the formal wear transactions occur. In these 35 stores, Savvi Formalwear is trying to lure as many of the two million brides that get married every year to their stores and services as possible.

SOURCE: IBIS World Report, Formal Wear and Costume Rental in the U.S., May 2012

 

pam VDP Allows Bridal Service Companies and Brides to Get Personal

 

Savvi Formalwear’s campaign, named SavviOne, included weekly mail drops across the U.S. and Canada to promote formal wear to couples planning their weddings. Using the power of personalization, Savvi Formalwear significantly increased the engagement and conversions in its multi-channel promotional campaign, according to Mark Morrow, president of Savvi Formalwear.

SOURCE: Case Studies, www.montagedigital.com

Bride Puts Money Toward Print Pieces Not Cake or Dress

While most brides can spend the majority of their wedding budget on elaborate centerpieces, cakes and designer dresses, bride Robin Nelson, who works in the printing industry, invested her wedding dollars in a cross-media wedding campaign.

Nelson used XMPie solutions to personalize each piece of her wedding communications from engagement announcements to her wedding invitations which included QR Codes®*

Nelson said the campaign enabled her to gather more information about each of her guests to organizing the wedding to taking advantage of technologies that count RSVPs and help brides budget for dinner, drinks, the rehearsal dinner and after-ceremony reception.

SOURCE: “Happily Ever After: A Cross-Media Wedding Campaign” by Robin Nelson, XMPie Blog, Oct. 12, 2011

invitations VDP Allows Bridal Service Companies and Brides to Get Personal

 

 

 

With the use of variable data printing, there was no confusion on head count at Nelson’s wedding. Nelson attributes this to her guests who updated their RURL (Response URL also called PURL for personalized URL) especially in regards to how many children who would be coming with them).

The information Nelson got from her guests through the landing page they responded to allowed her to stay within budget, update her guest list and create a seating chart.

Nelson also downloaded the XMPie Marketing Console iPhone app that allowed her to provide final head counts and meal preferences to her caterer and vendors through report on-the-fly report technology.

So while some brides like the visual trimmings (cakes, bridesmaid’s gifts, etc.), savvy brides are tapping into VDP and digital technology to make their wedding planning less stressful and more personalized to all involved.

*QR Codes are a registered trademark of Denso Wave.

 

It’s Not Too Early to Know the Marketing Trends of 2013

eight marketing trendsDo you feel like you’re constantly playing catch up? If so it’s particularly hard to stay ahead of trends. We can relate; thus the reason we’re posting a 2013 marketing trends piece in late April.

Take a breather and read the eight trends projected by Forbes and CIO Network magazines.

8 Marketing Trends Projected for 2013

#1  Businesses will pick and choose their social media platforms. Because businesses have had time to cut their teeth on social media and social media integration, they now have the confidence to align themselves with the platforms that make the most sense for the business. No longer will businesses feel obligated to be entrenched in all social media platforms. Doing so is nearly impossible and participating in all social networks is certainly not required to be successful in your niche. Pinterest works for fashion, photography, interior design and lifestyle businesses but not as well for manufacturers, municipalities, or musicians.

#2  Marketing strategies that simplify will soar. Because the world continues to move at a fast pace; accelerated even faster by 24/7 technology, any company that simplifies our lives or experiences wins more customers.

#3  Real-time marketing will replace campaign-based marketing. While theme-based marketing has ruled because it’s easy to plan around one theme that gets launched around a company-based timeline, it’s not very consumer-centered. Now that companies have married their customer relationship management systems with their online website orders, they have the data to launch trigger-based or real-time marketing that happens because an activity has taken place and merits another action being put into play to motivate the customer to take the next step.

During this year’s Super Bowl, Oreo used “real time marketing” to capitalize on the media attention that resulted when the Superdome experienced a blackout. Oreo had aired a TV ad earlier that night with a Twitter tie in that gained some new fans. When the blackout occurred Oreo leveraged their increased Twitter following by tweeting out a relevant picture reminding them that “you can still dunk in the dark.”

oreo It’s Not Too Early to Know the Marketing Trends of 2013

SOURCE: Oreo Cookie; Power out? No Problem

This picture went viral almost immediately and at last count has been retweeted over 16,000 times.

#4  Marketing success will be measured by sales. Instead of measuring lead generation, opportunity costs, click throughs and dozens of other metrics, marketing’s worth to a company will be weighed against sales growth.

#5   Mobile marketing gets taken seriously. Because more people purchased smart phones than PCs last year, mobile marketing will truly get its fair share of the marketing spending pie. While 90% of global marketing have a mobile site, only 20% of them integrate mobile strategies into their overall marketing plan.

SOURCE:“5 Surprising Marketing Trends for 2013,” Forbes, Jan. 23, 2013.

#6  Digital marketing agencies will double. In an attempt to manage their various online and social activities, small businesses are turning to digital marketing agencies. The demand will drive more digital agencies from owner-operated to consultants to creative boutiques.

SOURCE:“Follow the Money: Digital Marketing Trends for 2013,” Rob Eleveld, CIO Network, Dec. 20, 2012.

#7  All marketing campaigns will be integrated marketing campaigns. Do you remember 20 years ago when advertising agencies started calling themselves integrated marketing agencies to show that they were all inclusive of strategies such as direct mail, merchandising, public relations as well as advertising? Today if you produce a direct mail campaign, it would be foolish not to integrate the campaign by using a trackable 800 phone number, QR Code® or landing page (aka microsite).

#8  Google will start charging to access its analytics. In 2012 Google spent lots of money improving its analytics solutions and has put itself in a position to begin charging for the data it collects and stores. You might see this as early as 2014.

SOURCE:”Follow the Money: Digital Marketing Trends for 2013,” Rob Eleveld, CIO Network, Dec. 12, 2012

Do any of these eight predictions surprise or worry you? Tell us why in the comments below. We’re proud to say that 100% of our campaigns are integrated or multi-channel campaigns and 85% are variably printed.

IKEA Takes Direct to Consumer Approach to Grow Customer Base

Ikea 250x188 IKEA Takes Direct to Consumer Approach to Grow Customer Base

IKEA, the world’s largest furniture retailer, is rolling out an “IKEA Family” loyalty program. Specifically designed to keep the steam turned up on its integrated marketing channels (email, print, and social media).

IKEA has a loyal customer base of 3.6 million people who opted into IKEAs database to receive specials, flyers and its annual print catalog, which mails to 20 million people in the U.S. alone. Leontyne Green, IKEA North America CMO, says the catalog is the most important piece of the communications they produce.

The addition of the customer relationship program, IKEA Family, is meant to fill in the gaps of communications and build loyalty systematically. IKEA already has one million people signed up for the loyalty program.

IKEA Family provides discounts on in-store food and drink, access to seminars and events, member savings, and entry into gift card drawings.

I like Ikea IKEA Takes Direct to Consumer Approach to Grow Customer Base

SOURCE:“IKEA CMO at home with integrated mix,” Direct Marketing News, May 01, 2012, by Allison Schiff.

The Canadians Launch of IKEA Family

Rather than doing the trite thing of offering a free toaster, barbeque or CD player, IKEA Canada grew its IKEA family enrollment by giving something that was relevant to the brand, according to Judy Elder, managing director of Toronto-based Ogilvy & Mather Direct.

Customers received a package containing a tape measure, IKEA magazine full of how-to tips, a catalog, large format calendar and a punch-and-munch discount card for the company’s in-store food court. Numbers aren’t in, but sign ups and shoppers coming to the membership desk at the stores has increased.

Putting Marketing Frosting on the Cake with Social Media

Green is also championing one of IKEA’s first forays into social media by launching its “Bring Your Own Friends” promotion. IKEA North America is leveraging its 430,000 Facebook fans by asking them to BYOF (bring your own friends) for a full day of freebies, discounts and storewide perks, while at the same time raising $50,000 for the Save the Children cause.

IKEA’s marketing approach of cool product packaging compliment its ultra low prices. The combination of cool products and low prices has enabled IKEA to endure the recession even though 80% of its sales are in crisis-hit Europe.
SOURCE:“What are the Secrets to IKEA’s Success?” Tom White, tutor2U, March 01, 2011.

IKEA Takeaways

IKEA’s endurance through hard times, upward growth, and phenomenal fan base as indicated by its opt-in database, shows the company’s operational and marketing strategies are working. Here’s what it is doing right.

  • Not cutting its marketing budget (neither print, nor digitally but adding programs).
  • Building a multi-channel campaign around its print anchor – its annual catalog.
  • Diving into social media by specifically leveraging fans to bring more fans and reward them for doing so.
  • Listening intently to its customers for new opportunities.

Not caving to pressure to go public, IKEA maintained low prices by sticking to their private roots. Less red tape leaves more time for IKEA workers to go through rolls of packing tape, shipping even more furniture across the Continents.

 

Alo Uses QR Code Like a Cracker Jack’s Surprise

alo1 Alo Uses QR Code Like a Cracker Jack’s SurpriseRemember how fun it was as a kid to dig into a box of Cracker Jacks® caramel popcorn and get that treasured prize inside the box? Well history repeats itself with Alo’s Free Music in Every Bottle campaign.

Alo, makers of an aloe vera health drink, have a marketing tagline — Goodness From Inside Out ™.  I like their juice drinks and occasionally pay the premium price of $2.50 a bottle to treat my taste buds to something “pure” for a change.

Now Alo has developed a multi-channel marketing campaign to enhance the user experience by adding a QR Code® on each bottle that allows you to download an MP3 compatible song that they deem as music made for the flavor.

After downloading the song off my bottle, I received this email from the company:

Hello friend!

Goodness has arrived. Download your ALOtone track to your desktop and drag it into your iTunes. You can also take it on-the-go by syncing your iTunes with your iPhone. We think music is best enjoyed with friends, so share it with everyone and press play.

Download your free ALOtone™ here:

http://m.ALOdrink.com/mail/Optimistic_Bloom_(ALO_Enrich)_ALOtone.mp3

Always feel free to contact us or say hi at http://ALOdrink.com or http://Facebook.com/ALOdrink

Free Music in Every Bottle

Surprisingly, I believe the company has nailed this one. When I purchased a bottle of Alo Enrich, the pomegranate and cranberry flavored Alo, I was compelled to download the free music “for my mind.” The iTunes compatible song, Optimistic Bloom, was a new age bubbly rendition that really did remind me of drinking the Alo juice that contains small, round alovera pulp that bursts on your tongue when your drink the beverage.

Alo is milking its campaign for all its worth with a PR and media blitz and goes the extra mile by including marketing copy on its bottles that promote the campaign and drink-specific song.

The ALOtones are marketed as “taking you to another place combined with an enhancing mix of pomegranate, cranberry and aloe vera. Together, they’re crafted to promote positive thinking and take on free radicals with a fresh boost of musical Optimism.”

The company describes its new multi-channel marketing combination of QR Codes, packaging and song as the  “Free Music in Every Bottle” campaign. I call it pure brilliance and one of the first QR Code campaigns that makes sense, rewards the consumer with a true treat of value, and in addition to keeping them purchasing the premium drink, they probably will chat it up among their friends, fellow yogis, runners, or health nuts in their circles.

Congrats to Alo for its innovative marketing and award for the Best Functional Drink Consumer Campaign at the Beverage Innovation Functional Drinks Awards last year.

QR Code is a registered trademark of Denso Wave.

Cracker Jacks® is a registered trademark of Frito-Lay

 

 

Two QR Code Advertisements Hooked Me in Six Words or Less

If you follow this blog, you know I criticize advertisers that cram too much copy or too many visual elements into their ads. This week’s advertisers do neither.

Sleep Number Bed and Drugfree.org demonstrate how to execute a clean ad with a simple six-word hook as a headline and appropriately placed QR Code® that does a nice job of luring prospects into the next buying or emotional chamber of the sales process.

 

Sleep Number Bed Gets in Reader’s Head in Order to Get Them Into Their Bed

The headline, “This Is Not Just a Bed” begs to be answered. Then what more is it? The photograph of the bed in a reading or TV watching formation re-emphasizes that it truly is not just a bed because my bed at home doesn’t conform to that position. My traditional bed (mattress and box springs) has only one position: horizontal.

Sleep Number’s ad gives readers several options. They can read the headline, initial copy and scan the QR Code if they’re skimmers or they can do all of the above, plus read the next two copy sections on Sleep Number bedding accessories and how to avoid buying a knock off. This gives detail-driven shoppers more facts to absorb without overwhelming them.

I love the way the QR code sits temptingly to the left, not overwhelming the layout, but simply begging to be scanned so prospects can enjoy a video explaining the patented dual air technology that Sleep Number uses to ensure each person in bed gets a restful sleep because their side is adjusted to exactly their preference and pressure points.

bed Two QR Code Advertisements Hooked Me in Six Words or Less

 

Drugfree.org’s Ad Opens the Door & Gets You to Take a Seat and Listen

Hurrah for Drugfree.org for getting my attention with six mere but mighty words – “Your Story Can Change Someone Else’s.”

drug free3 Two QR Code Advertisements Hooked Me in Six Words or Less

Drugfree.org then reeled me in to watch and hear from addicts who got clean after I scanned its QR Code and was directed to videos and testimonials galore.

There is not a more effective or budget conscious ad than a type-based ad that is well done and puts the QR Code in a quote bubble, which indicates there are stories waiting behind QR Code.

These poignant stories were worth my scan and can be read at “The Hope Share” campaign URL. Drugfree.org aims to share these stories of addiction and recovery to break through the stigma often associated with drug and alcohol, which some 13 year olds are now victims of.

The marketing campaign is multi-channel in nature with six billboard spaces secured pro bono in Times Square. What a great effort to reach a huge population (around 500,000 people on foot walk through Times Square each day).  Keep in mind that addiction is prevalent; statistics indicate that each person is connected to someone through six degrees of separation that is struggling with drug or alcohol addiction.

time square Two QR Code Advertisements Hooked Me in Six Words or Less

With the successful execution of these two ad campaigns by this retail and nonprofit giant, I’m surprised more entities aren’t including a QR Code as a measurement and sales funnel mechanism in their ads. After all, a QR Code just takes up a very small portion of your ad. Yet it can convert, trace, inspire, and depending on the landing page — change lives and give hope.

QR Code is a registered trademark of Densowave.

 

Who Scans those Goofy Little Black Boxes Called QR Codes®?

140100126 250x166 Who Scans those Goofy Little Black Boxes Called QR Codes®?ComScore, a company that follows and measures the digital world, released a study that shows QR code®* users are skewed heavily to young, affluent men.

ComScore’s research showed that in June 2011, more than 14 million U.S. mobile users scanned QR codes. Altogether, these mobile users make up 6.2 percent of the total mobile audience. Of these 14 million, 60.5 percent were male, 53.4 percent were between 18 and 34, and 36.1 percent made $100,000 or more annually.

What does this mean to your efforts? That QR Codes are far from mainstream. If you determine they make sense for your business then they need to be integrated into your multi-channel marketing with an understanding that those who do scan are more like to be affluent men.

ComScore’s study also revealed that the most popular source of a scanned QR code was a printed magazine or newspaper (50%); followed closely by product packaging (35.3%) and websites of PCs (27.4%). So until QR Code engagement in the U.S. increases from 6.2 % of the total mobile audience, your marketing planning should probably take into account a higher success rate with QR codes placed in magazine or print advertising targeted at young men.

But even more important than using that intelligence as a conversion edge, the most important factor in QR Code success is having something extremely valuable at the end of the QR scan for your customer to indulge in – a buy one get one free coupon, a invaluable piece of information that only a select few gain access. No longer will a link to your opt-in page work, or a link to your web page.  You must have a plan to encourages the user to give up information so that you can continue to stay engaged.

 

More Data on Who is Scanning QR Codes in Magazines

Four percent of magazine readers who saw ads with 2-D barcodes actually scanned something at least once, according to research conducted by GfK MRI Starch Advertising Research in 2011. The research showed that 15% of people they surveyed who noticed any magazine ad in the first half of the year took action by going to the advertiser’s site via their address bar. The research also revealed that:

  • QR Codes got a better response with men: 6% of men who noticed ads with codes scanned at least one ad, while 4% of women did the same.
  • Younger people were more likely to swipe the QR Codes than older people: 6% of readers between 18 to 34 years old who noted ads with the codes followed the code, compared with 3% of people age 35 and up.

Now for the fun stuff, which ad(s) outperformed the others. A Porsche ad in Men’s Journal, a Microsoft Office ad in Working Mother (see add below) and a bedding ad in Hemispheres (an airline magazine) made the top performing ad list by earning up to 17% QR Code scans off their print ads.

Perhaps the Microsoft Office ad pulled well because it targeted women with a “senior executive attitude” of running their home office like that of a big corporation. What’s your takeaway?

Does this woman look like she is the head of the household and is that why it attracted women who scan 2d barcodes?

QR code mom Who Scans those Goofy Little Black Boxes Called QR Codes®?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

* QR Code® is a registered trademark of Denso Wave.

 

Which Ford Fiesta Launch Scored Better?

car, marketing, competition, raceTwo countries. One car. When Ford launched its Fiesta sub-compact car last year in Canada and the U.S., which country executed the best marketing campaign?

The Canadians built their campaign around the theme, “The Little Car that Could.” The Americans produced a multi-channel campaign touting the slogan, “It’s a pretty big deal,” backed up by a powerful social media pre-launch campaign.

 

CANADA:  The Little Car that Could

To build interest, the Canadians sent out eight Fiesta cars to tour major Canadian cities prior to implementing a direct mail campaign. Then Ford Canada sent out a series of emails about winning a Ford Fiesta, which generated 84,000 leads (73,500 were net new leads for Ford). [1]

Trying to build on the excitement that Ford Fiesta was a vehicle for creating extra special moments not just a small car, Ford Canada kicked off a direct mail campaign targeting 30 to 45 year old urbanites.

In an effort to grab their attention, an oversized slide-out direct mail piece was created. The format allowed Ford Canada to include lots of graphs and information, including a head-to-head comparison chart of Ford Fiesta against the competition and emphasizing the great gas mileage of 40 mpg.

The entire campaign centered on driving home three benefits (1) design, (2) technology and (3) performance.

The Canadian Ford slide/sleeve brochure was personalized and variably printed to show prospects their specific mileage based on their geographic location and the mileage in that area.

A one-time mailing of 101,000 pieces was sent out across the country with selected prospects being offered a $500 purchase or lease offer.

As a result the Fiesta became their number one selling car domestically in Canada and boasted $1 million in incremental sales and the ROI for this campaign was 224%.

 Which Ford Fiesta Launch Scored Better?

AMERICA:  It’s a Pretty Big Deal

Before spending one dollar on traditional marketing, Ford Motor Company America initiated a social media campaign named the Ford Fiesta Movement. Out of 4,000 applicants, 100 individuals with significant social clout were chosen to blog, tweet, and YouTube about the Ford Fiesta six months before the 2011 launch. [2] The applicants’ YouTube video posts alone generated 640,000 views.

According to social media blogger Jeff Bullas [3], the results of the Ford Fiesta Movement were as follows:

  • 11 million Social Networking impressions
  • 5 million engagements on social networks (people sharing and receiving)
  • 11,000 videos posted
  • 15,000 tweets (not including retweets)
  • 13,000 photos
  • 50,000 hand raisers who have seen the product in person or on a video who said that they want to know more about it the Ford Fiesta

Then Ford launched It’s a Pretty Big Deal television campaign with all the bells, whistles, street performers and confetti. The commercial first aired on American Idol.

According to a Dec. 10, 2011 AutoBlog.com reported, Ford Fiesta was in 4th place in the U.S. with approximately3,473 sales. In a March 2011 Green Cars Report [4], Ford Fiesta sold 6,700 units in the U.S. in February 2011. By year-end 2011, Ford Motor Company sold a total of 69,000 Ford Fiestas in the U.S . [5]

 

So Who Won?

Based on the figure of $1 billion in sales, Canadians sold 76,923 cars at $13,000 a car and Americans 69,000 cars. So the Canadians win by sales. Unfortunately I don’t have the budgets each agency spent to achieve these sales but based on research I suspect the American agency far outspent the Canadians based on TV program placement.  The results are also impressive considering that the size of the Canadian market is much smaller when compared to the U.S. market.

The moral of this marketing launch story, is a variable data direct mail piece backed by a simple car tour can result in more sales for less marketing spend than a social media, TV, radio campaign with twice the agency billable and hard costs, but not twice the results.


Sources:

[1] DMN.ca May 2012

[2] Ford.media.com, April 7, 2009

[3] JeffBullas.com, Feb. 18, 2010

[4] Green Cars Report, March 7, 2011

[5] Forbes, May 2, 2012

Blend On and Offline Media For Optimum Results

blender, multichannel, cross channel, When it comes to marketing and branding, make sure not to forget the traditional methods that have worked for decades. Some customers still prefer the tactile experience of reading a direct mail postcard or printed piece. The more places you advertise and promote your business to your targeted audiences, the better your exposure and marketing penetration. Here are statistics and brand experts’ thoughts about blending social with traditional media.

  • Consumers are 50 percent more likely to buy or use a product when TV ads work together with Internet marketing. Source: ATKearney
  • Enhance your print advertising and direct mail campaigns, socially, by using QR Codes® to track how people are getting to your website. By using trackable URLs in social media posts, you can gain firm idea of your user entry points to your website.
  • Social media marketing and traditional marketing go hand in hand and should be blended, according to D. William Jones, social media enthusiast at Builtitz.com. By using social media exclusively and ignoring traditional media, you risk killing your market reach. 35 percent of US consumers still get their news offline. Advertising, TV, and direct mail are still extremely important and valuable.
  • Talk to your customers about how they want to be talked to. For some that will be via social media and for others that will be through traditional media. Many nonprofits such as Fellowship of Christian Athletes and Harvesters send their volunteers donor receipts through either the mail or email based on preference.
  • Nearly one in five smartphone users makes a purchase after scanning a QR Code®. Source: Print in the Mix
  • When consumers were asked about the acceptable channel for marketers to contact them, direct mail is the only channel where an unsolicited message isn’t viewed as inappropriate. In fact, it is preferred. Source: Print in the Mix
  • Nothing can beat the speed of response of a post on Facebook or Twitter, which makes these social channels ideal for responding to a crisis situation or angry customer. However, nothing beats the credibility and professional recognition of traditional media, which makes it ideal for branding and product believability.

“Our research into marketing-inspired purchase behavior illustrates that we live in a multi-channel world where brands that can execute campaigns across both mass and direct media will have a distinct advantage over their less coordinated competition. Today’s consumers are cross-channel communicators, and they’re ready to reward those brands that abide by the unique rules that govern each channel.” – Exact Target

What channels do you find mix for the best results?

 

*QR Code is a registered trademark of Denso Wave.