Help! I’m drowning in content

Content, content, content. Marketing organizations are pumping out so much content it’s becoming a commodity.

This is annoying and has the potential to cause your customers to tune out.

To what purpose?

Content is valuable if it imparts knowledge, makes your customer’s lives easier and reinforces your value proposition.

And that’s the point, isn’t it? All of your content should be telling a story where your brand is the hero. The problems described may be vastly different, and how they are solved may be unique and unrelated, but each tale must reinforce what makes your brand compelling and unique.

Each read should convince the target audience that your brand is the best choice for “X”. In some cases, it may be a specific benefit that only your brand offers. In other cases, such as where it’s a crowded market, take running shoes, for instance, it may have something to do with a personal value, like a race for a cure.

Other methods for imparting value via your content was described recently in this post.

Be pithy

Brevity is in. Write with clarity and focus on precision in your communication. Leave no room for interpretation. Say it in as few words as possible. Be crisp, clear and concise.

And please, don’t repeat yourself over and over again. In other words, don’t be redundant.

Get the point? People are busy. Get to the point and be content with your content. Then get out.

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Customers can handle the truth

“Do you swear to tell the truth, the whole truth and nothing but the truth?”

In the U.S. courts of law, a person called to testify is expected to be completely honest and forthcoming with their knowledge. The information the individual conveys may bring justice for the aggrieved, or it may save lives, aid the government or protect property. Absolute truthfulness is the right thing to do.

Yet we know all-too-well that omissions and outright perjury is so rife in judicial testimony that the truth is sometimes treated as an imposter, unrecognized by those desperately seeking it while staring it in the face.

Truth in commerce

How different is truth treated in the corporate world? Complete openness and honesty in today’s business vernacular is called being transparent:

trans·par·ent [trans-pair-uhnt], adjective

1. having the property of transmitting rays of light through its substance so that bodies situated beyond or behind can be distinctly seen
2. easily seen through, recognized, or detected

To be transparent is to hide nothing. We hear the buzzword bandied about in speeches and press releases all of the time, but is it realistic, wise or even possible to be completely transparent in business?

Truth and consequences

When confronted with a disruption of service or product quality issue that impacts your customers and ecosystem, is it policy to be forthcoming with the whole truth, or do you omit details that may compromise your reputation or are simply embarrassing?

It’s a delicate balance: protecting your reputation while ensuring that you release the requisite information so your customers can assess and make critical decisions to protect their interests.

The wise choice is to admit the error, deliver the facts, share all information that your customers need, apologize and commit to learning from the mistake. Throw your resources at fixing the problem and helping customers with any fallout they suffered.

Any consequences your business endures will likely be short-term. Honesty and integrity are admired and are usually rewarded.

Truth in action

It shouldn’t require reciting an oath to be direct, forthcoming, honest, concise and contrite. If there’s ever a time for precision in communications, a crisis is that moment.

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Just follow your nose

Vindicated!

My wife complained years ago that Abercrombie & Fitch was pumping a fragrance through the ventilation system. She walked into their store and almost immediately her olfactory went on high alert. The scent in the air was too sweet and too strong for her. “They’re pumping perfume through the vents,” she exclaimed. She turned to another customer in the store for confirmation. “Do you smell it?” Without waiting for confirmation, she headed toward the door. “I have to get out of here.”

Our daughters were astonished. “They can’t do that,” they insisted. My wife would have none of it. She knew what she sensed in the air and it was overpowering for her.

Until this week, that experience was brought up occasionally by our daughters to poke a bit of fun at their mother. Now we know they owe their mother an apology.

We also now know that scent diffusion is a marketing strategy that has been deployed in retail outlets, hotels, law, doctor and dental offices and in the cabins of jets flown by major airlines for quite some time.

In an article in this week’s AdWeek online, experts tell us that just a few microparticles is all it takes to do a lot of marketing’s heavy lifting, from improving consumer perceptions of quality to increasing the number of store visits.

Of course, this olfactory strategy can result in a negative customer experience, as was the case with my wife. That Abercrombie & Fitch store visit was abruptly terminated not only because my wife has a heightened sense of smell, but also a delicate sensitivity to some aromas that can bring on undesirable reactions.

It’s a virtual lock she isn’t alone. But how large is this population and what are their rights? Do organizations  that use scent diffusers have an obligation to inform these people that they are pumping a scented oil into the air?

If you argue against, then how about at least a courtesy notice stenciled on the entrance door, or printed on a small placard at the checkout or customer service counter or the reception desk? Is that too much to ask?

Or will activists defending the rights of folks like my wife have to push for legislation or legal proceedings to secure vindication?

Let’s hope it doesn’t have to go that route. Enlisting the aid of politicians or lawyers is a “nose-tion” that sort of leaves a bad odor in your whiffer, doesn’t it?

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The sniff test goes retailing

Follow your nose has taken on a new meaning for me. Little did I know that brands are diffusing scents in the air in retail stores in an attempt to influence if, what and how much customers spend.

I’ve walked into plenty of women’s beauty aids stores where perfume smells hung heavy in the air, but I expected that because they had sales counters with the major brands on display and testers in easy reach.

It turns out there’s plenty of science that proves that at subtle, almost undetectable levels, scenting the air influences purchase behavior and increases store revenue.

Who knew? The folks at ScentAir and Scent Marketing Institute for starters. They adamantly believe diffusing systems are filling the air with all kinds of money-making ambient scents that positively affect the consumer shopping experience.

The scent of money

The AdWeek article Something in the Air opened my eyes to how pervasive scenting the air is in retail establishments. Major retailers have invested big bucks in the systems that disperse an ambient smell. They stand behind the decision because their data shows that many customers notice and like certain aromas. That keeps them in the store, and when the hang around, they tend to buy.

“If you introduce a scent, customers will linger longer. And if they do, purchase intent goes up.”  - Steve Semoff, co-president, Scent Marketing Institute.

Plug your nose

Not everyone is a fan. Some argue that for folks with allergies and other health issues, even nearly imperceptible levels are unacceptable. No one knows about cumulative effect, they claim. The science is too new. Furthermore, they believe stores and brands have a responsibility to disclose that they are spritzing the air. Presumably because not everyone has a sensitive olfactory, and everyone has a right to know what they are inhaling.

Ooooh that smell

“The technology has advanced to the level where anyone can do it.”

Oh boy, that notion scares me. I don’t want to walk into a pharmacy and have a scent designed to incentivize purchases lingering in the air. Even at one part per million, that would be unacceptable.

Seriously though, I’m curious where you stand on scenting the air. For? Against? Indifferent? Do you believe retailers have an obligation to inform consumers? Do you believe the science or are you dubious?

Share your thoughts in the Comment box. Thank you.

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Gimme action, not words

Do actions speak louder than words in brand marketing? The answer seems obvious, doesn’t it?

Which would you rather have, word of mouth, or word of action marketing?

Word of mouth

Word of mouth is well understood and clearly is exceptionally valuable. Your customers as your ambassadors is quite powerful. There’s built-in trust with their familial, social and professional networks. That trust does convert to revenue and new customers.

Word of action

Word of action moves beyond the endorsement and into actual consumption. Your customer does speak for your brand, but she also puts her attraction for your brand on display by consuming it and purchasing it for others. Often. This person also cajoles others to purchase your product. Often. Or at least while in her company.

This individual takes ambassadorship to a new level. She couldn’t be more loyal if she were your employee. And make no mistake - the passion is real, strong and genuine. It’s also infectious and attracts like-minded fans. All of this scales to more revenue and more customers.

So how do you engage word of action brand ambassadors to expand their reach and assure alignment with your branding initiatives? Please share your experiences and thoughts in the Comment box.

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Are you content with all that web content?

My phone pops up a warning message when storage space is getting low.

I know the feeling. It seems daily that I am getting the same message from my over-taxed brain. There’s simply so much content being pumped onto the web every day, it’s a bit dizzying. Just sifting through it seeking something useful consumes valuable time.

If this is happening to me, I shudder when I think how much content must be flung at sole proprietors and decision-makers in SMB and large businesses. These poor folks must be overwhelmed. They are very busy trying to run a business, provide a differentiated product or service and exceed customer expectations. They have little time to devote to reading useless information.

Publish or perish

So the big question is: Is it vital for companies today to publish fresh content regularly? Do their customers and prospects want to hear from them daily? If yes, what content do they desire?

By answering the last question first, I believe I’ll answer the others. I’d think content that educates and inspires the customer or prospect in some way would be most valuable and welcome on a frequent cadence. Here are five examples that seem to me to be no-brainers:

Customer stories

People love seeing how other customers succeed using a product or service. If delivered in the words of the customer with tangible and believable results included, your brand will be golden.

Tutorials

Learning a new tip or short-cut will definitely win some praise.

Thought Leadership

Have an executive give some general ideas on where the technology is going and how the customer will benefit.

Q&A

Publish selected customer submitted questions online with the answer. Invite customer feedback...develop a community dialog that others can join.

Mea Culpa

On occasion, share a screw-up and how it was resolved. Humility can go a long way toward winning customers and strengthening bonds.

The point is, useful content doesn’t always need to sell the brand. People become loyal when they believe a brand is really trying to help make their lives easier. Find ways to convey what your brand is doing to serve that purpose and customers will welcome content from you most every day.

Best of all, when their brains kick out a low storage warning, you know your content will be safe.

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The consumer engagement book on Facebook

In the February 28 online edition of Ad Age is the following headline:

Even Sexy Brands Struggle With Low Engagement on Facebook

with this subhead:

Less Than 1% of Fans -- a Lot Less, in Most Cases -- Actually Do Something

Even so-called passion brands experienced underwhelming numbers.

Who is surprised by this finding?

Engagement isn’t all that it’s cracked up to be. Facebook and other social media platforms are still evolving as an effective media for brands. It remains unclear how best to interact with consumers in a meaningful way that results in measurable revenue as well as a stronger relationship.

It will come over time. Some brands will discover how to seriously monetize engagement on Facebook. Others will discover that Facebook is worthwhile only to maintain visibility and a dialogue – which is valuable – but to look to other media to drive revenue.

In the near term, the question is: will the findings of this very extensive study change how brands approach Facebook? Will brands continue to devote the same level of human resources, time and money, or will an adjustment occur?

Are you responsible for the social media campaign for a brand? Will you fine-tune your Facebook strategy?

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Can your brand expand?

Brand extensions can be a key source of additional market share and new revenue for a product line. A successful extension can also breathe new life into the original brand. This reason alone often is incentive enough to grow the brand’s footprint.

A brand extension that transcends most every demographic and is simply suitable with little or no adjustments to the parent product, its packaging, pricing, placement or promotion is a home run. The most successful brand extensions require the least amount of work. But let’s face it, in the consumer products categories, that is probably a rare occurrence.

Questioning the obvious

Brand teams very carefully rationalize a decision to develop a product extension. There are clear rules of engagement they follow to ensure the fundamental questions are answered.

Are we extending this brand to a new market segment because it fills a void or affords a measurable impact that a competing product can’t (or didn’t)? Is it sustainable and defensible? Are we certain the intended target market will adopt the brand, or is it too closely identified with a market segment that isn’t them? Can we win and can we be profitable?

Some of the not-so-obvious questions to ask about your brand extension include,

Is it:

• gender shrewd?
• race sensible?
• culturally cognizant?
• age appropriate?
• senior citizen savvy?
• belief system aware?
• relationship independent?
• economically equal?

Perhaps the answers to most of these questions can be captured in the answer to this question:

Did the brand team take into consideration the preferences, tastes, and sensibilities of the new market segment?

Stating the obvious

Repurposing a product for another gender, culture, race, age range and/or any other combinations that define a market segment is not simply a matter of changing colors, language, key messages and the images on the packaging. Brands must research the new market very carefully and make absolutely certain that the product attributes that are attractive to one market segment hold the same endearing magnetism for another.

It’s a custom-fit world today. There are more and more niche brands popping up and their owners are willing to settle for a sliver of your pie, i.e. one of the bullets above. Can your brand extension develop and protect its turf?

Missing the obvious

To gain perspective on how brand managers consistently fail women when designing and marketing their products to them, read this article in Forbes online by Molly Ackerman-Brimberg, executive insights and trends strategist at Ziba, a Design and Innovation Consultancy based in Portland, Oregon.

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This brand is your brand, this brand is my brand

One of the worst mistakes a brand manager or marketing communications team can inflict on a brand is to mimic trends. Trends come and go and the fifteen minutes of fame and attention they bring fail to enhance a brand or engender customer loyalty. Oftentimes, the backlash from a trend once rejected is far more severe than the euphoria that came while riding the wave.

A constant in an ever-changing world

A brand has its own unique identity. The smart brand manager is confident in the brand’s solid and stable personality. The brand’s appearance can evolve with the times, but its character and its essence is unaltered. The team can steer the brand with ease through popular cultural shifts with little difficulty and without compromising its soul.
The brand promise and what it represents to its customers remains the same.
Its values never change.
It speak with the same authority.
It is constant in its benefits and the quality of its interaction with it customers.

Trying to avoid the strange changes

Changing colors is for chameleons and traitors. Stay with the tried and true and avoid the insanity. You don’t jump on any bandwagons, and you don’t attach your brand to a flash-in-the-pan, lest you become one yourself.

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Brand separation anxiety

Would it be okay with you if you didn’t hear from your brand for a few days? Would you be upset if she didn’t show up on Facebook, was absent from your Google+ feed, didn’t send a Tweet, wasn’t a storyline in LinkedIn, and skipped answering a question in Quora for a spell?

Could you survive it?

Could your relationship with your brand survive it?

Would you still Like her? Would you +1 her the next time she appeared in your feed? Would you Favorite the next 140 character message she flew? And would you upvote a reply to a vexing inquiry?

In today’s hyper-connected social world, could you stand to be disconnected from the one you love online, just for a day? Or two? Or three?

LiveJournal Tags: brand,brand management,brand steward,brand relationship,social media,Facebook,Google+,LinkedIn,Twitter,Quora,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogger

Branding and societal norms

Should brands reflect societal norms? Should brands influence societal norms? Can they do both? Or neither? Can brands simply exist?

These are fascinating questions that are not so quickly and easily answered. There are an abundance of factors and variables to consider. Some are universal, while others depend on the place, product and target market.

For example, brand managers for firearms (guns) products have much greater responsibility than their counterparts in other industries. They must be much more in tune with societal norms everywhere their products are sold. The cultural mindset for gun ownership is much different in the State of Texas as compared to the States of Delaware, Ohio and Hawaii. Market your guns on other continents and the disparity is even greater. Think Singapore vs. Australia and you understand that massive challenge global brand stewards face.

This is a rich topic with many layers and I’ve barely scratched the surface. I’m very interested in hearing what experienced brand experts have to say. Perhaps I’ll pose my questions on Quora and see how some brand strategists and managers reply.

Stay tuned.

"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" - Michael Eisner, CEO Disney

Of course, as always, feel free to share your thoughts in the Comment box.

LiveJournal Tags: brand strategist,societal norms,brand influence,brand advertising,brand affinity,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Shock value devalues brands

A recent blog by John Coleman titled 7 Ways Daring Brands Walk The Line published in Fast Company opens with a discussion on how desensitized we are today, in large part due to the raw content that is available real-time, anytime on the Internet.

“We want to have new experiences and see things that surprise, inspire, or yes, even shock us a little.”

True, we want to be entertained and we turn to the entertainment professions to fulfill this desire. Satellite and cable television. Cinema. Live theatre. Stand-up comedy. These are venues where we expect to be titillated.

Shock to educate

I don’t mind brand stories and interactions that surprise and inspire me, but do we need brands to shock us? To push the envelop? In some cases, when it comes to changing attitudes and biases, the answer is an unequivocal and resounding yes.

But that tends to be the exception. For most consumers brands, shock value devalues the product or service. It is a move of desperation or the choice of brand team that lacks creativity. It won’t engender affection or enhance customer loyalty.

Educate to differentiate

Know your market, understand their needs, position and differentiate your product or service from the competition, and tell your story in an authentic, honest and memorable way. If it’s entertaining, too, that’s icing on the cake.

"A brand that captures your mind gains behavior. A brand that captures your heart gains commitment."  - Jeffrey Sinclair, Brand Strategist

I encourage you to read the blog. It is well thought out and includes links to a numbers of brilliant advertising videos for national brands you’ll certainly recognize. These commercials are very entertaining and tasteful. A couple may be a bit daring, but I don’t see shock anywhere.

But then, maybe I’m too desensitized.

Thanks Internet!

LiveJournal Tags: Fast Company,John Coleman,Jeffrey Sinclair,brand strategist,shock value,brand index,brand advertising,brand affinity,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

A brand old saying

I’ve never agreed with the saying “Any publicity is good publicity.”

That’s nonsense.

Stewards of corporate and product brands must recognize the incredible risk they assume should they give the saying credence.

Do you think BP subscribes to this tenet? No. They are in image repair mode and are spending tens of billions of dollars to mend the damage to their corporate brand. Beyond the cleanup and research funds and damages they’ve paid to States and businesses affected by their oil spill, BP is advertising on behalf of the tourism industry to restore public faith in the safety and cleanliness of the beaches and seafood products from the Gulf. They’ve also developed a low-key publicity campaign touting their efforts. They are tastefully done and seem to be generating positive publicity.

Do you think Carnival Corporation is thrilled with the publicity surrounding the Costa Concordia disaster? Of course not. They will probably be following BP’s playbook (if they are wise) to navigate this catastrophe and hopefully become stronger in the long term.

Clearly these are extreme examples, but when you make a blanket and sweeping statement, there are no exceptions.

Consistency is key

Brand managers need to stick with what got them there, so to speak. There’s no reason to change course. In an increasingly transparent world, where everything a company does is vetted by a cynical public and everything its executives utter is dissected, analyzed and critiqued by experts and fools alike, remaining consistent and true to your core values will be rewarded.

"Your brand is created out of customer contact and the experience your customers have of you."  - Scott Talgo, Brand Strategist

Consumer loyalty is based on a series of consistent interactions. We take comfort in being associated with a particular brand that represents a set of values that line up with ours. Brands that stray from the norm and indulge in something that isn’t congruent with their reputation risk a backlash. A loss in consumer confidence weakens the link that binds a customer.

Stay the course

Why open the door to the competition? You know they are watching your every move and your every spoken word. They will exploit any misstep. Don’t give them the opportunity.

A better saying

If you need to adhere to a saying as a guide, I suggest “Be true to your school.” Any questions?

LiveJournal Tags: corporate brand,mission statement,company values,product brand,brand image,brand perception,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogger