The promotional product world looks very different now than it did in early March. It’s not all gloom and doom, but the way we interact with each other and stay in touch with our prospects and clients has certainly changed. Despite challenging times, you still need to promote your products and services, get in front of your target audience and generate new business.
So, what’s trending lately in the promo world to help companies stay top of mind? Let’s look at some new ideas and all-time favorites.
Pens have been my all-time favorite product because they appeal to almost every audience. With the focus on everything being fresh, clean, and sanitized, a new pen is a coveted item. Antimicrobial pens are popular because they help fight off germs – plus, many come individually wrapped in cellophane to avoid any contamination.
Personalized golf balls are a crowd pleaser and they’re a cinch to customize. Just add your charity or business’ logo, message or photo, and voilà, you’ve got a unique and memorable giveaway. Some may even become collector’s items! Since golf is one of the few team sports that’s ‘open for business,’ many golf events are still on. Yet another reason customized golf ball remains a top choice!
If you’re like me, you probably want to drink more water, but always forget to pack your water bottle. Problem solved! Give your prospects and clients branded water bottles that they can’t forget! Water bottles are a health-focused promo gift that your target market can use every day – and the benefit is that your name is always front and center. Want a few ideas? Check out my client’s favorite water bottles.
With everyone going back into the workplace, hand sanitizers are a necessity. If you thought customized hand sanitizers were a popular handout before COVID-19, they’re now one of my best sellers. Hand washing is serious business, so much in fact that the CDC has an entire section on keeping your hands clean. There’s even a “Life is Better with Clean Hands Campaign”. Piggyback on that for great PR and to do your part to keep America safe.
Why Promotional Products Now?
Business is coming back and the same problems you solved before the pandemic, you’re still solving now. Don’t stop marketing. Let your clients and prospects know you’re well and alive and open for business. Promotional products that are reasonably priced and customized for your business, let the world know – “I’m here. How can I help you?”
Rachel Leone is president of Leone Marketing Solutions, a women-owned promotional product and apparel firm. She helps big brands and small brands stand out, get noticed, and generate leads through her promotional products and services. Thousands of new products are launched every day, and one of them may be just right for you, click here to browse her website. For more information or a complimentary brainstorming session contact her at 781.740.3171 or firstname.lastname@example.org.
A Joint Blog Post by Gail Snow Moraski, Results Communications & Research and Nick Bartos, Social Motion
Where to begin? First of all deep breaths, everyone. We are all in this together and we will get through this period of crisis in our country and in our world if we all continue to remember that it is our purpose in life to look out and be there for others the way we are there for ourselves.
Now, on to the mission at hand. We – Nick and I – have been chatting a lot this week about the nature of content to include in social media posts, currently and in the short-term. It’s a very tricky time for organizations. Many for-profit organizations have already experienced or expect to experience a significant loss of income due to customer work being cancelled or delayed, or an abrupt end to a robust product sales pipeline or stream. And, many nonprofit organizations’ financial and human resources are being stretched to a degree for which they aren’t prepared.
Where we landed is this; these are unprecedented times. Yes, there have been pandemics before, but at least in the U.S., there are likely only a handful of individuals who have lived through something similar. And, there’s never been a time in our country’s or world’s history where we’ve been as digitally and electronically advanced, and therefore, where we’re expected to be continuously communicating and providing updates online. Given all the aforementioned, as we’ve been saying to a number of the people, ”there’s no official guidelines or rule book for this.” The best we can offer, therefore, are the opinions of two digital marketing and PR experts in this blog post that we hope can serve as an “unofficial” rule book for your organization related to your social media voice & presence now and in coming weeks.
Social Media Is Meant to Be Active and Interactive, Not Passive
Social media is, and always has been, a tool to connect with your audience fairly intimately. Social media is not a passive form of interaction, and thrives on conversation, emotion, and the sharing of ideas. Whether for-profit or non-profit, organizations should be utilizing social media —in this situation in which we find ourselves —as an opportunity to demonstrate the values your brand encompasses. While it is important to not profit off of, or appear to profit off of this crisis, it is important to express that your brand empathizes with and is a part of your community. Furthermore, your brand likely has a great sense of what your community’s needs and struggles are, and you may be able to offer valuable insights to your audience during this difficult time.
For example, a construction company may share information relating to grants, or low-interest loans that help contractors, electricians, and plumbers during this crisis. The construction company may also share the precautions they are taking, or share the standards/procedures they have created to protect their employees. Additionally, the company may reach a broader audience by demonstrating their commitment to the cause — like a photo or video of the masks they are donating to a local hospital. Again, social media is a place to build relationships and offer value – if you can do that, respectfully, during this crisis, you are already ahead.
Social Media Do’s and Don’ts During a Pandemic
In general, speak from the heart, demonstrate empathy and support; think about how you can truly be, and can be seen as, part of the solution. We saw a fellow communications professional post the phrase “innovate, solve, or stop” when speaking about current social media. We think that the first two in this quoted series sum things up pretty well – if you’re going to post or share others’ posts, then offer creative, meaningful, effective solutions to challenges faced by individuals and organizations right now. We’ll speak to the “stop” piece in our “DON’TS” section.
Post or share, comment on, like, retweet posts that:
Express appreciation to/acknowledge those who are working overtime and/or risking their lives during the pandemic, including police officers, firefighters, EMTs, healthcare providers, pharmacy and grocery store employees, gas station employees, home and office cleaners, and anyone else who has to tirelessly continue to work to keep us all safe and well.
Speak to the good work that various national, state, or local nonprofit organizations and agencies are doing to help vulnerable, at-risk populations, and the general public.
Ask for help. If you do ask for help, make it clear what kind of help would be useful. And, whether you are requesting financial donations, tangible goods or volunteer time, be very specific about where those contributions will go, how they will help, who they will support, etc.
Remind others to check on elderly or health-compromised neighbors, or anyone they know who lives alone and who may feel isolated; plus, creative ways to make these individuals feel connected and supported – glass door and window visits, signs you make and show outside their window, texts, e-mail, phone, and video chats, and anything else creative you can dream up
Announce that you are there/here to help and on what fronts
Describe promotional offers or new products or solutions that will be received as heart-felt and legitimate and reinforce a true desire to help, such as a discount on any kind of services that would help a business keep running or get back up and running again
Provide updates about your hours, reduced staff, open or closed locations, etc. that indicate potential impact on customers, i.e., use your posts to manage client expectations
Share ways for your followers to donate to causes in your local community, or industries that you serve, where people may feel most connected
Create an image such as the one below (created by the Girl Scouts) that contains your brand/logo, or create a short video or video snippet along the same lines that shows heart, desire-to-help, or innovation — We are here and glad to help you with this!
Provide helpful information about the pandemic vs. creating fear (for example, sharing scary statistics related to the virus and its impact or frightening videos showing suffering of victims). Helpful info. may include:
Where/how to get help if you think you or a loved one has COVID-19, where to get food or other assistance, e.g., websites, phone #’s, text lines
Federal, state, or local government mandates or recommendations, such as group size limits and social distancing guidelines
Thoughts on or links to others’ thoughts on how to reduce anxiety level during our pandemic
Ideas for crafts for children to make with supplies that are likely on hand in any home
Family games and other bonding experiences, such as reading a book together, watching a movie, baking, or playing card games
Thoughts on or links to others’ thoughts on how to stay healthy during the pandemic, such as a daily walk or eating as healthy as possible (recognizing somehow that everyone might not have easy access to nutrient-dense food)
Reminders to find gratitude and appreciation somewhere, somehow in every day (aka “silver linings”) – whether it be taking advantage of unexpected free time, or additional time with loved ones
Thoughts on how to work efficiently and effectively from home
In general, don’t post, like, share, retweet, or comment on any content that might be offensive or seen as heartless, un-empathetic, or completely oblivious to or out-of-touch with what is going on in our world presently.
Don’t post about:
A new product or service you are offering that might appear as trying to prey on others’ misfortunes/take advantage of them in their darkest moments
Services and products that would seem like an incredible luxury, or irrelevant to or off-limits to many at this point in time. For example, some investment and insurance company advertisements about helping one prepare for retirement just don’t sit well right now. Audiences may be feeling that they won’t be able to retire, or must work much longer than anticipated before they are able to. Restaurant and vacation ads feel out of place as well when we’ve all been asked to “stay put.”
Services and products that encourage individuals to engage in activities that ignore mandates and guidelines set forth by federal, state, and local officials.
We are both here to help you regarding your social media or other digital marketing needs, so please don’t hesitate to reach out with any questions or concerns. We really want to help as many organizations as we can during this difficult time, and we’re always glad to have a complimentary discussion. Be safe and be well.
Video is valuable for any business, as it can be used to amplify your brand utilizing interesting visuals and engaging storytelling. However, many marketers and business owners may not know that video can also be used to support search engine optimization (SEO) efforts. Here is how to own search engine results even further – utilizing video.
#1:Create evergreen content, and host it in evergreen places
Instagram, Facebook, and TikTok are fantastic places to post videos – but unless those videos are consistently being served up to new individuals via paid ads vs. only being viewed organically by followers of or visitors to an organization’s social media profiles, the view-count is very likely to drop after the first few days of posting on these platforms. YouTube is the number two most used search engine behind Google. Utilizing a platform like YouTube will allow your video, and therefore, your organization, to remain in search results consistently. This will help your SEO efforts and allow your content to keep working for you, even after the initial drop off from feed-based channels like Facebook.
#2:Utilize your keyword research
Keyword research allows you to identify the high-volume “search terms (known as keywords)” which individuals and organizations are entering into a search engine like Google to identify organizations that offer the services, products, or solutions to problems that you do.
Use keyword research you already have to both inform your video and take advantage of the keyword research you spent hours collecting. If subscribed to an SEO service, such as SEMrush, or even if you just use Google Ads keyword planning tools, utilize the information offered by the software/tools. Many times, these services will cause the researcher to think of blog post ideas based on their findings – do not be afraid to turn these into video! And, then be sure to tag your video appropriately in YouTube with the keywords for which you want your video to be found.
#3:Use Closed Captioning and Subtitles
The above is arguably the easiest way to help yourself. While you can use your video title, description, and tags as ways to help your videos rank, make it even easier for search engines to rank video for desirable terms by providing a transcript. Not only are you providing closed captioning for accessibility purposes (which search engines also applaud), but you are also providing a script for search engines to rank your video for appropriate search terms and keywords that you have incorporated in your script. Some services provide automated closed-captioning services, but they are not always perfect. It takes a bit of time to complete, but will pay dividends in SEO efforts.
If you want to boost your video presence online, check out Social Motion, a company dedicated to creating high-quality, buzz-worthy, and engaging content for social and digital media. We’re always glad to hold a complimentary phone chat with you to discuss your particular marketing challenges and opportunities and how video, such as the one I shared below, can help address them.
Last week, I went “in town” (traveled from my office on the South Shore into Boston) to meet with a client. As I often do when I make the 45+- minute commute to meet with a client, or attend an industry or networking event, I ran a few errands after my meeting. There’s always a birthday gift or a new book to be bought, right? I stopped at Copley Place/The Prudential Building to buy a couple of ingredients that Sur La Table and Eataly carry, and also visited Barnes & Noble to purchase “The Secret” (a cool treasure hunt guide with a Boston reference).
Initially, I thought I was just having a lucky or “random acts of kindness” day, because employees in each of the businesses I mentioned above were so welcoming, helpful, or kind — something I hadn’t experienced to such a degree at retailers in a while. But, then it struck me on my journey home, how much retailers must be recognizing the need to step up their customer service game if they want to survive in the next year, never mind the next ten.
I’m likely stating the obvious here, but the plethora of online shopping opportunities, particularly, Amazon.com, is causing retailers across the U.S. to close their physical shops/locations in busy downtown areas and shopping malls. Whether it be filing for bankruptcy or completing closing up shop (literally and figuratively), recent victims of the uptick in online (particularly one-stop) shopping include Papyrus, Payless Shoes, Forever 21, Barneys New York, Gymboree, and more. And, it’s common knowledge, that time-honored retail giant, Macy’s, whom families have visited for generations, will be closing numerous storefronts.
My aforementioned shopping experience in Boston leads me to believe that many retailers are now coaching and requiring their sales staff to deliver exceptional service in hopes of maintaining a strong physical vs. online consumer following. So what were some of the stepped-up customer service tactics I experienced at the retailers mentioned above?
lots of smiles from individuals working on the floor of stores or at the registers
being greeted when I walked in the door
being asked by more than one employee if they could help me find anything or if I was finding what I was looking for
being offered food samples
being given double the portion of the food item I was purchasing (but only paying for the original one portion) and being alerted to that by the employee
displaying interest in my needs, my life, what problem I was looking to solve, etc.
engaging me in a lengthy conversation related to a product I was purchasing and why I was excited about it, and sharing in my enthusiasm
Based on the way I was made to feel noticed, valued, and important, I will definitely revisit all the physical stores of these retailers again. I’m someone who enjoys chatting with salespeople at stores, window-shopping, and being able to feel, test, try on, etc. a product I’m hoping to buy. Part of that may be due to the fact that I work out of my home office and all my co-workers are virtual. I welcome getting away from my office once in a while and excursions that provide opportunities to socialize. I know this does not hold true for all consumers, though — many don’t want to have to socialize with salespeople or leave their home to run an errand after a busy workday.
I’ve shared all of the above as a reminder and warning to anyone who is responsible for sales at their particular organization, regardless of the organization’s nature. Great customer service never grows old or goes out of style! It’s as relevant — in fact, it may be more relevant — than it was in the 1800’s (hence, the exaggerated dinosaur reference in my blog post title) when Brooks Brothers, Lord & Taylor, Macy’s, Bloomingdale, Saks Fifth Avenue, and Barnes & Noble opened their doors. While I do hope this stepped-up customer service effort will keep the retailers I cited from losing their brick & mortar presence, I wonder if such an effort might have kept them from being where some of them are today — close to closing up shop.
In my last blog post, “In Praise of Praise”, I shared my thoughts about how, in this day and age of “digital sharing”, an organization’s success or failure may be very dependent on customers’ online reviews/ratings. The same success-failure relationship holds true for an organization’s customer service quality, which, of course, individuals likely take into consideration when reviewing or rating an organization online. As a marketer, I’ve always believed prompt, effective, exemplary, and customer-satisfying customer service delivery is an organization’s most important marketing tactic and a marketing “no-brainer” along with having an effective website that is optimized for SEO. In very competitive markets, where there is little differentiation between products or services offered, it often is the one and only true differentiator.
I’ve also always been a big stickler when it comes to doing your job and doing it well — this includes having high expectations of myself as well as my co-workers, and thus, my always wanting to deliver outstanding work, both in corporate and consulting roles. I’ll never forget how, while employed at my very first permanent post-college job in a prominent bank’s corporate banking area, it was noted in my review as a criticism that I had too high or unreasonable expectations of co-workers. I couldn’t understand that being a negative trait at the time, and I still don’t comprehend why it was a perceived as a weakness that I would voice a concern to my manager whenever staff in the Bank’s wire transfer area messed up a transfer for the Bank’s biggest corporate customer — whose relationship I and my boss managed.
DO YOUR JOB
Fellow Bostonians and fans of the New England Patriots are sure to be familiar with the “Do Your Job” command associated with Coach Bill Belichick in recent years. I’ve been thinking about this statement a great deal lately, primarily because I have had, or friends and family have shared with me, so many recent experiences where individuals didn’t, had to be pushed to, or refused to do their job. It seems like it’s becoming more and more common for individuals to:
deliver slow or no service
express through body language or spoken language that they’re annoyed that they have to serve or help you, or that you asked them to serve or help you
ask you to self-serve or do their job for them
be immersed in their cell phone and not their job
continue talking with their co-workers when they see you standing at the counter or in line waiting to be helped
A couple examples of the above. Earlier in the week, my husband and I visited a popular and busy museum in New York City. The individual working at the coat check did not speak to us at all when we came to pick up my coat and bag, despite having chatted quite a bit with us when we dropped them off. Instead, she was very slow to get up out of her chair and get our things for us, and seemed very irritated that she had to do so. The fact that she had spoken with us previously meant there wasn’t any kind of language barrier getting in the way of her communicating with us. Therefore, she could have said “thanks” when we handed her our token and ticket to pick up the items, wished us “a good evening” as it was late in the day, or commented or asked about our visit or about our returning to the Museum. Even a smile would have gone a long way with us.
A family member recently needed help with a technical issue he was having with some software. He couldn’t figure out why he wasn’t able to get the software to function right, despite numerous attempts to use it to accomplish a necessary task. Instead, he was asked to do an extensive amount of trouble-shooting and rework on his end by the software company, when the individual with whom he was interacting could have easily identified the glitch/helped him resolve the issue. Basically, he was being asked to self-serve. And — I know I’m stating the obvious — that’s a common occurrence right now. We’re being asked now to regularly self-serve at checkout lines at the grocery store or pharmacy when we purchase products, and even self-serve related to services we receive. And, even some smaller shops have implemented such technology.
Sure there are times when it’s helpful or quicker for customers to be able to self-serve, but I don’t believe that individuals should ever be forced to self-serve, and if we have to self-serve, shouldn’t we receive some kind of product or service price discount? Self service should be just one of several service options offered to customers. By offering self-service, organizations may believe their customers will be more satisfied, and in some cases, that may be true, but the organization also misses out on the opportunity for an individual to rave about the exceptional/outstanding/world-class service they received — service that may be the deciding factor in whether they return to a store location or use a particular service again, or the deciding factor among those with whom a client shares information about your organization’s service level.
So, what are the marketing and management implications of all of the above?
Managers of front line staff need to regularly conduct an assessment of how those customer-facing staff are doing their jobs and if they are doing it well via:
service surveys conducted of customers — I’m going to give a shout-out to the Lucerne Hotel in NYC — because they recently surveyed me with an online tool at the beginning of my stay and after my stay. Way to stay on top of any possible customer service issues!
hiring a mystery shopper to provide customer service experience feedback if your organization has one or several storefronts or locations where individuals receive face-to-face/in-person service from an employee
other tactics, such as listening in on a staff member’s phone call with a customer (this should not be done without the staff member being aware of it, of course, or at least aware that, at any point, you might might be listening in on a customer call)
Organizations should ask themselves whether ALL of their target audiences/customers will welcome having to self-serve. If the answer is “no,” and there are customer or prospective client audiences who likely won’t welcome self-service, then a service option where an organization’s employees assists or waits on customers is required.
I’d so welcome hearing your thoughts and experiences related to being the victim of someone’s unwillingness to do their job or being forced to self-serve. So, please do share!
I was prompted to write this post because of recent exercises and discussions in which I engaged related to how an organization differentiates itself from competitors. Earlier in the week, related to an opportunity I was pursuing, I needed to express in writing what makes me and my organization different from (well, really better than) other marketing consultants. I also had a discussion yesterday with a prospective new client — one in the very initial stages of creating a brand/identity — about the importance of calling out in marketing activities, including branding, what made his shop different from competitors.
Q: Why Should Your Target Audience(s) Choose Your Product or Service Over That of A Competitor?
Answering the above question is no easy feat! In certain industries, and with particular product and service offerings, it can be extremely difficult to identify a differentiator, particularly if your organization operates in a highly regulated industry where certain product and service features are limited or mandated by state or federal regulations. I’ll give an example from my corporate marketing days. I worked for two health plans who served individuals qualifying for state-funded health care coverage, such as Medicaid. The states in which the health plans operated had very specific guidelines regarding what plans could and couldn’t offer members related to the various healthcare coverage programs for which they were contracted. This made it very difficult to create and execute program benefits, features, services, etc. that stood out from competitors. For example, on the customer service and coverage front, state-contracted health plans were required to achieve a mandated level of customer service and coverage. One of the ways plans attempted to stand out was to offer tangible wellness benefits such as free car seats, bike helmets, etc.
Despite the type of challenge described above, I believe each and every organization can and should identify what makes them unique/special/different (in a positive way!) from competitors. To aid you in landing on a “differentiator with details”, i.e., an explanation that has some “meat” to it and isn’t vague or general, I’ve outlined steps and questions to use as you brainstorm individually or with others at your organization about how and why your products and services outshine your competitors, i.e., why your organization rocks!
STEPS FOR DETAILING YOUR DIFFERENTIATOR
Step One: Identify Broad Differentiation Categories In Which Your Organization Falls
Determine the broader categories on which your organization can differentiate its products & services. Note that there will likely be some overlap and your organization will fall into several categories.
convenience (location, online/website user-friendly tools & apps, hours of operation, portability of service/product; ease of use of product or service)
product features (consider how they speak to the various senses: taste, feel, appearance, sound, smell)
less tangible benefits, such as free assistance on certain topics or activities or ongoing e-communications that educate client on topics of importance to them
customer service (hours, days, quality, free vs. cost – does client have to buy service package?)
speed (how much turnaround time to receive service or product post-order/engagement?)
depth of expertise (# of years in business, in a particular industry, on a particular topic, background of organization leadership, etc.)
price/value (this can be tricky to promote, and often isn’t the best way to differentiate yourself, unless you know you are the lowest-cost provider, and that “low cost” won’t be associated by your target audiences with being low quality)
quality & durability of work, services, or product (materials used, how long something will last/be valuable)
breadth of offerings (can your organization meet several needs or pain points of clients immediately, or if needed in the future?; do you offer one-stop shopping or connections to experts when needed?)
organization size (what does your size allow for — more personal attention, less overhead equating to lower cost, more services and diverse staff experience?)
Step Two: Evaluate Which of Your Broad Categories of Differentiation Matter to Your Target Audience(s)
Ask and be honest with yourself about the following:
“Does/do my target audience(s) value what makes me different/is my differentiator important to a prospective customer?”
“Does my differentiator speak to a particular pain point or several pain points that a prospective client is likely experiencing?”
“Are you able to communicate your differentiator quickly/efficiently in a language your audiences will understand?”
At a minimum, you must be able to answer “yes” to #1 and #3 above if you plan to market your differentiator and have it resonate with target audiences, and ultimately support sales and lead generation.
Step Three: Build Out The Details of Your Differentiator
Hopefully, the above exercise landed you on one or two broad categories of differentiation that will be meaningful to prospective clients. Now, it’s time to build out the details. Let’s use size as an example. The “About” page of my site includes the following reference “Our small size means our Principal, Gail Snow Moraski, will be directly involved with your account, providing the experience and attention ALL clients deserve.” If your organization is a large shop, and you believe prospective clients will benefit from that, elaborate on why being large is beneficial. Your details around your large-size differentiator might reference the diverse, extensive experience of staff, the one-stop shopping you offer, the many, varied services you offer, or even the stability of your firm and the likelihood it will be around for a while.
Another differentiator example from our my own organization. Our tagline is “Maximizing Results Through Research-Supported Marketing.” I hope and believe that it expresses to prospective client audiences that I won’t encourage them to execute or continue any marketing activities that don’t generate leads or sales for them. And, that our tagline conveys that we are a data-driven, analytical shop. I consider my research and analysis skills a differentiator from some fellow marketing consultants who offer certain marketing & communications services, particularly writing- or creative-related ones, but don’t necessarily know how to determine in advance what marketing vehicles or activities (employing content or images/graphics they’ve created) should work as far as generating sales go, or how to go about analyzing what worked in the past. On the other hand, some marketing consultants have differentiators or skills that I don’t have, such as an artistic background/eye or experience creating and laying out sizable documents, such as annual reports.
In sum, the key to identifying and promoting your differentiator(s) is knowing which of your strengths a prospective customer will value most, and then, making it clear through understandable, concise statements what that differentiator is and how your target audiences will benefit.
We always welcome a good marketing brainstorm, so if your organization is struggling with determining your differentiators, which to promote, and how to effectively communicate them, we hope you’ll reach out.
If you’ve ever visited a website, particularly a consumer goods/retail one, and then, had ads presented to you on another website or web property related to the products you looked at on that original site, you’ve been remarketed to or retargeted. Last Friday, I was looking at some home furnishing stores’ websites for some new bar stools. I spent a fair amount of time on Wayfair’s site, looking at various stool options, and now the below ads are regularly being served up to me. This is as I go about my various day-to-day work activities on my computer, not because I revisited the Wayfair site.
Like many savvy marketers, Wayfair knows that remarketing advertising is an easy, and quite effective way, to remind individuals who have already shown an interest in certain products and services you offer about those particular products and services. And, Wayfair surely knows that click-thrus rates and sales generated through remarketing display ads are higher than for non-remarketing/general display advertising.
Remarketing isn’t just for large retailers and consumer goods companies, though, and you don’t need to have the ample marketing budget they likely have to take advantage of remarketing. Whether you sell services vs. products, or whether your target audience is businesses vs. consumers, what I consider to be reasonably priced and fairly easy-to-set-up display advertising (think an ad with an image that appears on a variety of websites, including YouTube) is available through Google Ads (formerly known as Google AdWords) and their associated Google Display Network (GDN).
Using your Google Analytics account (this is also very easy to set up if you don’t already have such an account), you can create very targeted remarketing lists to whom you want your Google Ads display ad presented. At the broadest, more general levels, you can remind individuals who visited your site of your product and service offerings by having your ads presented to all site visitors, new site visitors (visitors who came to your site for the first time), or returning site visitors (visitors who came to your site for the second time or more). You can also target your remarketing advertising based on:
the page(s) individuals visited on your site
actions individuals did or did not take on your site, such as completing and submitting an inquiry form or making a purchase
While this post’s focus is about display advertising remarketing, since that is most well-known, most-used, and best-understood, advertisers can also remarket to individuals using what’s known as Remarketing Lists for Search Advertising (RLSA) in conjunction with Google Ads search advertising. This latter form of advertising allows for ads to be shown to individuals who enter search terms (keywords) into a search engine. Google Ads search remarketing allows an advertiser to only have their ads presented to individuals who both type appropriate search terms into their browser AND who have visited the advertiser’s website in the past. It also allows you to set up your search advertising to indicate to Google Ads your willingness to pay (bid) more to have your search ad shown to individuals searching on appropriate terms who have visited your site before vs. to individuals who haven’t.
Whether you are already running Google Ads display and/or search advertising, or you are in the planning process for launching your very first Google campaign, you should consider adding one or both of the above-mentioned forms of remarketing to your online advertising campaigns. You’ll be reminding visitors who land on your site because of display or search advertising, as well as individuals who visit your site from non-advertising sources/channels, about how the outstanding products and services you offer are just what they are looking for!
Note: Since I wrote the piece below the video referenced has been removed from YouTube.
I’ve shared my thoughts briefly about this on social media, but promised myself and others that, once time permitted, I would elaborate on the reasoning behind my belief that LL Bean’s current advertising is some of the best I’ve seen from a big brand in a long time. Being based in Massachusetts and aware that an LL Bean representative recently spoke at a Boston business event, I knew I could easily snag information about this well-known advertiser’s reasoning and objectives behind their new campaign. But, I chose to avoid reading others’ thoughts, including those of the brand itself, so that I could share what is one marketing consultant’s reaction and pure joy related to LL Bean’s recent advertising — both their “Outsider” and “Holiday” ads.
As alluded to in my blog title, it’s been a year, or a series of years, really, where individuals, discouraged by difficult world and local events and on sensory overload from hand-held and desktop devices, want and need simple, positive things to feel happy about. And, what’s more simple than Mother Nature and the Great Outdoors? LL Bean ads remind viewers about the remarkable, free gift we have at our fingertips all year-long, including the holidays, and how easy it is to access that gift. I never, ever tire of hearing the following two lines from LL Bean’s “Outsider” ads — “Because on the Inside, We’re All Outsiders”, and “If It’s Outside, We’re All In.” Every time I hear them, they make me smile, remind me of the wonderful treasure we all have waiting for us outside our front doors, and how I’m my happiest when I’m in nature. I’m hoping and thinking that the ads resonate as strongly with most individuals.
Sure, maybe we shouldn’t need reminders that we all have easy access to this entry-fee-free adventure and should be taking advantage of the euphoria nature provides. But, I believe the high-tech nature and pace of first-world life has caused us all to lose sight of this incredible endowment. So, bravo to LL Bean for recognizing that folks are yearning to find peace and happiness in simple pleasures and capitalizing on that to sell their products! By creating messaging and images that remind us to celebrate and enjoy the simple pleasures of the outdoors, and to be true to our “outsider” natures, LL Bean may be improving their bottom line. But, they are also giving us a great gift at a time when many of us could really use one.
When I look back at TV commercials that have aired throughout my career that were among my favorites, I realize that most of them were funny. They stuck in my head and I didn’t mind seeing them repeatedly because they put a smile on my face. Colleagues who know me well know there’s nothing I love more than writing some fun, punchy copy. Often, the cornier the better, because as I’ve blogged before, if advertising is entertaining, and therefore likely memorable, it should create increased brand awareness and likeability.
Maybe they drive some of you nuts, but I really enjoy a lot of the Geico ads in the “It’s What You Do” series, such as this one. https://www.youtube.com/watch?v=h7D0FVpfU1g. It’s fun and effective.
I also like Geico’s “Did You Know” series of ads, including this favorite. https://www.youtube.com/watch?v=kCysb4_-4jU.
Of course, depending on the nature of the product you are promoting and your brand promise, humorous advertising may not be appropriate. But, when and where humor can be used, why not tickle your customers’ and prospective customers’ funny bones at the same time you provide information about your brand, product or service? Your customers and prospective customers are sure to appreciate and love you for it.
Long before I knew I was going to devote my career to being a marketing and communications strategist, I was regularly exposed to a marketing campaign so impactful that I remember it and the product it promoted all these years later. This was the ad for Faberge Organics hair products that used the tagline shown in my header.
I believe this tagline was effective in selling hair products because it was memorable (I talked about the importance of memorability in marketing campaigns in this 2014 post). Also, what woman, regardless of her age, wouldn’t want to make the very small investment in a hair product that women find so effective, they are all talking about it!
But, the memorability and effectiveness of this campaign’s slogan is not the true purpose of my post. The purpose of my post is to reinforce, as we all begin a new year, the importance of testimonials and word of mouth, in growing your business. There’s no stronger and more cost-effective of a marketing tool than a job well done in the eye’s of a client or customer. A happy and satisfied customer is more likely to proactively make referrals or agree, when asked, to make referrals to other potential clients on your behalf.
After almost nine months in business, I’ve found the best source of client work is former colleagues and co-workers who witnessed first-hand the quality of my work and work ethic, and referrals by these individuals to other individuals. So, make sure that, regardless of the size or profitability associated with a particular customer project or service, you always put your best foot forward and bring your best work to any situation. And, don’t hesitate to ask your clients who express great satisfaction with your work to make referrals on your behalf. I think you’ll find, as I have, that a customer who is pleased with your work will always be glad to help you make connections.