Kent Building Group Limited acquires Ewom Marketing
On 23rd September 2009, Kent Building Group Limited acquired Ewom Marketing. More details will be revealed shortly. http://www.kentbuildinggroup.co.uk/
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Promoting and Growing Podcast Listening Figures
First of all I must apologise for the lack of posts in the last couple of months, it’s been all go, but things seem to be settling down.
For this blog I’d like to spend some time focusing on podcasts. We often receive emails from not just from businesses, but people looking to promote online radio shows and podcasts. Of course podcast are an effective marketing tool, the easiest part is creating and publishing a podcast. The hardest part is getting people to listen to it. Therefore in this blog I have listed some effective methods I have used in the past to increase listenership:
1) Sell the visitor your Podcast & make it Search Engine friendly: Like anything you put on the internet which you want to attract people to, you need to ensure its search engine friendly. There are two key ways that people come across new information online: a link or through Search Engines.
First time visitors want a quick and summary about the podcast prior to investing their time listening. This summary will act as a sales pitch to try and convince visitors your podcast is worth their valuable time.
Make sure you subscribe to Your Podcast. By subscribing to your own podcast in Yahoo, MSN, Google Reader, and other online service will help the service knows that feed exists, If they have one customer subscribed to a feed, which means your feed is indexed by that service.
2) Use Press to promote your podcast: The use of online Press release services can help promote podcasts if there's an interesting angle in one episode of your podcast. If you have a special event such as a milestone episode, annual anniversary, interviews with interesting people or upcoming contests are all reasons to send out a press release.
3) Interviews: On a podcast it can be very worth well interviewing people in the topic area of your podcast. If you do ensure you send a link to the person you interviewed and encourage them to link to it from their own website, blog, or social network profile. By doing this will help other people in the interviewee's circle of influence find out about your podcast .
4) Two Way communication: While listening to audio is technically a one way communication, encouraging and incorporating listener feedback in your show creates a sense of community. Provide ways to contact the podcasts for feedback and questions and if you do get emails make sure you read them during your podcast. Link up web applications such as twitter and Facebook to your podcasts so listeners can become fans, and promote your show therefore creating E-WORD OF MOUTH.
Other advice is similar to methods of promoting blogs such as:
* Commenting on other podcasts, forums, and podcasts.
* Offer to guest blog on related blogs, when they need a break or want to go on vacation.
* Get Listed in both podcast directories and directories focusing on your podcast topic. There are loads of podcast directories out there some of the most effective ones I have found are:
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Too Twit or not too Twit?
In the past few months, the world has gone Twitter crazy. It’s hard to watch a TV show or listen to a radio show without someone mentioning Twitter. This has resulted in more and more companies flocking to the 140-character micro blogging message tool to reach consumers.In a recent report issued by PC maker Dell, it was revealed that they have had great success with Twitter. Since posting their first message on Twitter two years ago, Dell has generated over $3 million directly from its Twitter users, who reached their online sales website via a link on its Twitter posts.
This provides an interesting case study on how businesses can utilise web 2.0 sites to generate business. Although many question that when Dell generate a revenue of $12.3 billion in their first quarter in 2009, that $3 million, is not going to make too much of a difference for them. However it does highlight that social media is effective if the message is right.
From tracking Dell on Twitter, they seem to posts 6 to 10 times a week from its DellOutlet account. The way that Dell generates this profit from Twitter is simple, almost every post includes a voucher code, exclusive to Twitter, enabling them to track the campaign.
However businesses need to remember that Twitter does require some attention, its not a case of just sticking a message up twice a week. Twitter can be used to gather information, and interact with consumers by helping and giving them information, when they ask for it. If all you do with social media is use it for advertising, soon everyone is going to tune you out. I know for myself I tend to not pay attention to people that just self promote.
In the era of social web, branding is the dialougue you have with you customers and potential customers. The stronger the dialogue, the stronger the brand; the weaker the dialouge, the weaker the brand. Thanks to the Internet, the dialogue can be active 24 hours a day, 365 days a year. It includes both conversations you have with customers and the exchanges your customers have with one another - all related to the strength of the brand.
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The role and effectivness of e-marketing within the Visitor Attraction industry.
Ewom Marketing has just completed a one hundred page plus report entitled: The role and effectiveness of e-marketing within the Visitor Attraction industry.
The report provides an overview of the attraction market specifically looking more closely at wildlife attractions, investigating the impact of the e-marketing, establishing core market factors, strengths and weaknesses, consumer dynamics and attraction trends. The main themes of the report are:
For information on how you can get a copy of the report please contact Simon via email ewom@ymail.com
The report provides an overview of the attraction market specifically looking more closely at wildlife attractions, investigating the impact of the e-marketing, establishing core market factors, strengths and weaknesses, consumer dynamics and attraction trends. The main themes of the report are:
- How the growth of e-marketing has impacted the visitor attraction industry?
- What are the key e-marketing channels available for visitor attractions to use in their marketing strategies?
- What impact is e-marketing having on the visitor numbers?
- What future marketing opportunities are available for visitor attractions?
- What are the key target groups for attractions, what sources of information do they use?
- What does it take to get listed at the top of search engines?
- Plus find out what REAL Visitor Attraction marketing managers are doing, through the use of 2 case studies!
In addition the report includes guides on the following:
- Effective PR
- Tips for an Effective and Efficient Google AdWords Campaign
- How to Increase YouTube Video Viewing figures & Drive Traffic from YouTube to your website.
- Guide to making your blog successful
- Improving your Banner Click-Through Rate!
- and much more...
The increased usage of the Internet for both social and business purposes has revolutionised the marketing channels available to companies. These channels allow marketers to attract audiences using a pull strategy rather than a push strategy, utilising a more personalised approach. The developments within the world of e-marketing and web 2.0 technologies have also provided companies with platforms upon which they can interact with consumers.
Whilst much literature is available regarding the use of e-marketing within product based industries, there is little research into its usage amongst service businesses, such as visitor attractions. This study identifies how e-marketing is used within the visitor attraction industry, and explores the implications of the tools for visitor attractions. In order to gain a specific insight into the visitor attractions industry a case study of the Bournemouth Oceanarium is used.
To allow for an in-depth analysis of the role and effectiveness of e-marketing within the industry a combination of qualitative based interviews with marketing employees, and a quantitative questionnaire of Oceanarium visitors was used. The results of the interviews highlighted that visitor attractions are adopting e-marketing tools within their marketing mixes’, however the range of tools they are utilising is limited. The questionnaire results confirmed the increased usage of web 2.0 tools such as social networking and blogs amongst visitors, and also highlighted areas where current e-marketing activities needed to be improved upon, particularly with regard to two way communication between the attraction and their visitors.
For information on how you can get a copy of the report please contact Simon via email ewom@ymail.com
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Add E-Marketing into Your Marketing Mix Now
The following blog lists a few simply methods to help though who have not yet started to include e-marketing into their marketing mix. By integrating a few of the following elements is a good start and by starting to include your website into your marketing plan you can drive new leads and generate new business that you wouldn't ordinarily reach using a single avenue of advertising.Web Address Inclusion
Your website can act as a point of reference for all of your leads and existing customers. Include your web address in all forms of your offline communication. If you post physical products, ensure that the packing slips and invoices have the URL of your website in a prominent position. Your website itself can be used to answer many questions that customers might have, reducing the time and even resource needed to respond to problems and questions posed by buyers.
Optimizing Landing Pages For On & Offline Leads
With any form of advertising it is vital to optimize your web landing pages. Optimizing a landing page means providing the content that your visitors expect. You should direct visitors to the most appropriate page on your website to answer their questions or to make a sale. If you use direct mail advertising and are promoting a specific product then direct visitors to the purchase page for that product. If you are offering your website as a place to get answers to questions or to resolve issues, direct them to the knowledge base or customer service page.
Using Online Advertising To Advertise Offline Business
While some businesses are run predominantly online, many websites are used to promote a bricks-and-mortar business. Whatever the purpose of your business, a website usually offers some form of advantage. The Internet is a global marketplace and provides a genuinely affordable method to promote even the smallest business. Very few other methods level the playing field so clearly between small businesses and large corporations.
Using Other Forms Of Offline Advertising In Your Advertising Mix
Newspaper and radio advertising provide a very direct form of marketing. Few websites can realistically afford television advertising but flyer's, direct mail, and less expensive advertising methods are a genuinely viable alternative. Again, the key to success in using these forms of advertising is integrating them within your online marketing mix. Only through good integration, directing visitors to the most appropriate page, and optimizing that landing page.
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National Hotel Marketing 2009 Conference - Riding the Recession with Effective PR
This past week was very busy for me, attending not just the annual CIM (Chartered Institute of Marketing) Marketing Communication Lecture, but also on Friday I assisted at the Hotel Marketing 2009 Conference. The Hotel Marketing 2009 conference, as the name suggests focus mainly within the hotel/hospitality industry, however with guest speakers from Trip Advisor, and Superbreak both successful online companies, there was many useful topics and avenues discussed that could be applied to many industries. The 5th National Hotel Marketing Conference, took place at Heathrow on Friday 6th March and was attended by just fewer than 100 of the hotel industries top executives. The conferences theme was “riding the recession” and many presentations focused upon this. The day kicked off with a keynote speech with former head of the BBC Greg Dyke, throughout the day several workshops took place, one of the workshops that stood out to me was one conducted by Barbara Huddart, from the Glendale Consultancy & PR. The workshop hosted by Barbara looked at “Effective PR for Hotels” although much of what she presented could be applied to most companies and establishments, therefore I thought I’d give a rough overview of what was presented and add in my own thoughts.Effective PR
Basically PR is a strategic management tool to tell a good story, which can help to add value, and raises the profile of a company. Furthermore in times of recessions, where banks are tough on small businesses PR and consumers are quick to assume that businesses are in trouble if they don’t hear about them, PR can help send out a positive image to your bank manager & customers if they read about you in the press. PR is also a powerful tool to help secure the best knowledgeable staff, it will also help to increase staff moral within your firm within these poor economic times.
Many people view PR as something that appears in newspaper publications but it doesn’t have to stop there. No doubt your marketing plan is integrated ensuring that your marketing is reaching its full potential, your PR campaign should also take this form to ensure its effectiveness. Therefore the following methods/channels should be considered for effective PR:
· Articles - (shows an expertise within your company)
· Newsletters
· Company sponsors – (do the companies you sponsor have their own newsletters/publications)
· Speaking engagement
· Online PR
· Interviews
· Trade show/exhibition – (via the press room consider using freebies related to the Press Release)
· Competitions/offers – (effective method of getting good media coverage, and saves on advertising cost)
The most effective PR usually involves a story, which is one of the following: Topical, Unusual, Surprising and Reactive. PR revolving around one of these is more likely to be read then others.
Types of newsworthy stories
Many newsworthy opportunities are available for companies to use as PR, here are just a small selection:
· Human interest stories,
· Staff Achievement ,
· Economy – (creating jobs),
· Celebrities/VIP visitors or users,
· Unusual happenings/ events,
· A rise in visitors or number of products sold.
· Strange, but true stories,
· Themes or Milestones,
· Charitable events or support,
· New Launches,
· Business development,
· Events & exhibitions – pre, during and post.
· Surveys,
· Awards/ Accolades.
The presenter spoke about how important it is to keep up to date with the latest trend to enable companies to use this to their advantage. PR which focuses on current trends or use “Buzz Words” are more likely to gain attention. This reiterates what I spoke about in one of my previous posts about using social networks to spot growing trends. A selection of the current “Buzz Words” can be found below:
Economy Credit crunch Carbon footprint Local
Good value Healthy Traditional Adventure
Experience Glamour British Cuddly
Warm Books Spring Cleaning
Tourism Boards can be an important channel of communication between you and the press. When press come to a certain area their first stop for information on the area is the Tourism Board therefore it is vital that those involved in the tourism sector especially, ensure that they send out their information to them. Consider creating a information pack that be issued to the press by Tourism Boards, include freebies! – free nights stay or free entry!
The internet is incredibly important and had a major impact on the success of PR, these statistics presented by Barbara reflect just how important.
Many newsworthy opportunities are available for companies to use as PR, here are just a small selection:
· Human interest stories,
· Staff Achievement ,
· Economy – (creating jobs),
· Celebrities/VIP visitors or users,
· Unusual happenings/ events,
· A rise in visitors or number of products sold.
· Strange, but true stories,
· Themes or Milestones,
· Charitable events or support,
· New Launches,
· Business development,
· Events & exhibitions – pre, during and post.
· Surveys,
· Awards/ Accolades.
The presenter spoke about how important it is to keep up to date with the latest trend to enable companies to use this to their advantage. PR which focuses on current trends or use “Buzz Words” are more likely to gain attention. This reiterates what I spoke about in one of my previous posts about using social networks to spot growing trends. A selection of the current “Buzz Words” can be found below:
Economy Credit crunch Carbon footprint Local
Good value Healthy Traditional Adventure
Experience Glamour British Cuddly
Warm Books Spring Cleaning
Tourism Boards can be an important channel of communication between you and the press. When press come to a certain area their first stop for information on the area is the Tourism Board therefore it is vital that those involved in the tourism sector especially, ensure that they send out their information to them. Consider creating a information pack that be issued to the press by Tourism Boards, include freebies! – free nights stay or free entry!
The internet is incredibly important and had a major impact on the success of PR, these statistics presented by Barbara reflect just how important.
· 98% of journalists use websites for information.
· 92%of journalists use websites to research articles.
· 78% of journalists use websites to find new sources.
· 73% of users use websites just to access PR.
Due to these large statistics company websites should be very press friendly, therefore it is recommended that ALL company websites contain a Press Room. The press room should contain everything required you think that the press will require and more. From the simply things, such as the key PR contacts within the company, to company facts, case studies, and stories, a great tool to develop is a media fact sheet, which will provide all the information the press could require. This could contain company facts and history, strange, but true stories, a timeline of events, however make sure your company USP is clear and can be identified from the start.
Remember pictures speak 1000 words and a simple photograph can breathe life into a story; therefore always send a photo along with a story. A photo containing a person also has more potential of being used by press. Also ensure if you have images online you make them high resolutions so that press can use them in printed format.
Finally it is important to stay ahead of the trends curve, for example the next Harry Potter film is released this year, therefore companies should be planning to see if there is an opportunity which they can capitalise on.
· 92%of journalists use websites to research articles.
· 78% of journalists use websites to find new sources.
· 73% of users use websites just to access PR.
Due to these large statistics company websites should be very press friendly, therefore it is recommended that ALL company websites contain a Press Room. The press room should contain everything required you think that the press will require and more. From the simply things, such as the key PR contacts within the company, to company facts, case studies, and stories, a great tool to develop is a media fact sheet, which will provide all the information the press could require. This could contain company facts and history, strange, but true stories, a timeline of events, however make sure your company USP is clear and can be identified from the start.
Remember pictures speak 1000 words and a simple photograph can breathe life into a story; therefore always send a photo along with a story. A photo containing a person also has more potential of being used by press. Also ensure if you have images online you make them high resolutions so that press can use them in printed format.
Finally it is important to stay ahead of the trends curve, for example the next Harry Potter film is released this year, therefore companies should be planning to see if there is an opportunity which they can capitalise on.
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3rd Annual CIM Marketing Communication Lecture - Panasonic, Thorpe Park & MediaCom marketing in 2009
On Wednesday 4th March 2009, I was able to attend the 3rd Annual CIM (Chartered Institute of Marketing) Marketing Communication Lecture. Session proved very useful and a great opportunity to see how three large companies are coping with the current economic climate. Guest speakers included:- Ryan DeCruz the Brand Content Manager for MediaCom
- Rob Healey the Head of European Marketing for Panasonic System Solutions
- Andy Le Duc the Brand Manager for Thorpe Park1) The first presentation, was from Ryan DeCruz, the Brand Content Manager for MediaCom. MediaCom are a currently the biggest media company and has clients such as VW, T-Mobile, Sky, CNN just to name a few. The presentation focused on branded media, something which I have not much knowledge out, therefore it was educational, but at the same time left me wondering on the cost and if there are more cost effective ways to achieve the same results.
Branded content usually takes the form of sponsorship or branded TV. An example for the UK readers is the transmission with T-mobile show on Channel 4, which achieved great success as a TV show, gaining repeats within the channel. As well as branding the show title, brand colours and logo were used within the show. Furthermore a range of other forms of communications were used such as street gigs for T-mobile customers, dedicated sections on social network site Bebo, all these promotions and the TV show generated 25+ articles a week.
Therefore it appears amplification is the key, and that branded media needs to be supported through a selection of other types of marketing, such as websites, PR, in store and packaging promotion to name a few. Within the current climate television stations are crying out for programming, and as a result they are asking brands to help fill/fund main time slots. Traditional television is also facing competition from online web players, which face fewer rules and regulations. “Bebo“ created an exclusive online drama, which companies paid to sponsor and brands were integrated into the story lines. MSN video will be following Bebo’s example and is creating an exclusive sci-fi web show. BMW also created a series of online shows starring actor Clive Owen.
A great example of branded media is a campaign AXE launched in the United States, called the game killers. Make sure you watch this YouTube video for more information on the whole campaign and how effective branded media can be.
Branded media is all about engagement with your target market, its main purpose it seems is to amplify your brand, rather than just stick to the TV with an advert and hope that something comes from it.
2) The second presentation was from Rob Healey the Head of European Marketing for Panasonic System Solutions. Rob highlighted how much more challenging Marketing would be in 2009, identifying the following issues:
· Shrinking Economy
· More competitive market –survival of the fittest
· Increased unemployment – Less consumer spend
· Changing exchange rates
· Reduced business confidence due to deflation
· Rise of Protectionism
Branded content usually takes the form of sponsorship or branded TV. An example for the UK readers is the transmission with T-mobile show on Channel 4, which achieved great success as a TV show, gaining repeats within the channel. As well as branding the show title, brand colours and logo were used within the show. Furthermore a range of other forms of communications were used such as street gigs for T-mobile customers, dedicated sections on social network site Bebo, all these promotions and the TV show generated 25+ articles a week.
Therefore it appears amplification is the key, and that branded media needs to be supported through a selection of other types of marketing, such as websites, PR, in store and packaging promotion to name a few. Within the current climate television stations are crying out for programming, and as a result they are asking brands to help fill/fund main time slots. Traditional television is also facing competition from online web players, which face fewer rules and regulations. “Bebo“ created an exclusive online drama, which companies paid to sponsor and brands were integrated into the story lines. MSN video will be following Bebo’s example and is creating an exclusive sci-fi web show. BMW also created a series of online shows starring actor Clive Owen.
A great example of branded media is a campaign AXE launched in the United States, called the game killers. Make sure you watch this YouTube video for more information on the whole campaign and how effective branded media can be.
Branded media is all about engagement with your target market, its main purpose it seems is to amplify your brand, rather than just stick to the TV with an advert and hope that something comes from it.
2) The second presentation was from Rob Healey the Head of European Marketing for Panasonic System Solutions. Rob highlighted how much more challenging Marketing would be in 2009, identifying the following issues:
· Shrinking Economy
· More competitive market –survival of the fittest
· Increased unemployment – Less consumer spend
· Changing exchange rates
· Reduced business confidence due to deflation
· Rise of Protectionism
He also identified how much the marketing world is changing: Highlighting that advertising and sponsorship has the biggest decline, this can be seen with ITV making 600 people unemployed and RBS dropping its sponsorship of sports just this past month alone. With lower budgets, companies are saving on adverts by using previous ads rather than creating new ones, ensuring that they save costs but also continuing to maximise coverage within their media plans.
For a company like Panasonic, which mainly deals with B2B clients, its marketing strategies differ from that of a B2C company. Panasonic focuses heavily on relationship marketing, and to ensure the successful communication of product specifications. This is completed through specific targeted marketing to generate leads. Rob noted that Panasonic are suffering from the economic climate and have implemented regulations within the company to control costs with constant budget reviews. In addition more time is spent on assessing and analysing, ensuring a high ROI. Panasonic are currently only exploring avenues that guarantee strategic development and advancement, resulting in slower reactions to marketing opportunities.
Panasonics key marketing during 2009 is still heavily focused upon building relationships with clients, through exhibition, reassuring consumer have confidence in their products. Telemarketing is also important, capitalising on the contact made at exhibitions. PR and advertising still remain important, however a growth in the use of case studies and press releases will be used due to the assumption that these are stronger then adverts, adverts will remain present to make sure brand is still present in the market. If they disappear this could impact client confidence, as they could presume the brand is in trouble. With that said all these methods have been cut in some volume by Panasonic, see below:
Exhibitions 43%
Advertising 50%
PR 39%
Telemarketing 22%
It was clear from the presentation that ROI was centre of attention more than ever, all marketing activities need to show that they served a purpose and that the decision process has increased immensely. It was also apparent that even large companies such as Panasonic are preparing for a weak year(s) through restructuring to save on costs.
3) The third presentation was from Andy Le Duc, the Brand Manager for Merlin’s UK Theme park Thorpe Park. Thorpe Park currently position themselves as the nation’s thrill capital, and with over 25 rides and attraction and the launch of the new SAW ride this month continue to be positioned as the UK’s market leader. The parks target market is thrill seekers aged between 16 -24, who are as Andy called it “up for it”. The vision for the company is that they become the No. 1 Entertainment company (currently 2nd after Disney)
A number of key points came out of the presentation regarding the state of the Visitor Attractions market in 2009:
For a company like Panasonic, which mainly deals with B2B clients, its marketing strategies differ from that of a B2C company. Panasonic focuses heavily on relationship marketing, and to ensure the successful communication of product specifications. This is completed through specific targeted marketing to generate leads. Rob noted that Panasonic are suffering from the economic climate and have implemented regulations within the company to control costs with constant budget reviews. In addition more time is spent on assessing and analysing, ensuring a high ROI. Panasonic are currently only exploring avenues that guarantee strategic development and advancement, resulting in slower reactions to marketing opportunities.
Panasonics key marketing during 2009 is still heavily focused upon building relationships with clients, through exhibition, reassuring consumer have confidence in their products. Telemarketing is also important, capitalising on the contact made at exhibitions. PR and advertising still remain important, however a growth in the use of case studies and press releases will be used due to the assumption that these are stronger then adverts, adverts will remain present to make sure brand is still present in the market. If they disappear this could impact client confidence, as they could presume the brand is in trouble. With that said all these methods have been cut in some volume by Panasonic, see below:
Exhibitions 43%
Advertising 50%
PR 39%
Telemarketing 22%
It was clear from the presentation that ROI was centre of attention more than ever, all marketing activities need to show that they served a purpose and that the decision process has increased immensely. It was also apparent that even large companies such as Panasonic are preparing for a weak year(s) through restructuring to save on costs.
3) The third presentation was from Andy Le Duc, the Brand Manager for Merlin’s UK Theme park Thorpe Park. Thorpe Park currently position themselves as the nation’s thrill capital, and with over 25 rides and attraction and the launch of the new SAW ride this month continue to be positioned as the UK’s market leader. The parks target market is thrill seekers aged between 16 -24, who are as Andy called it “up for it”. The vision for the company is that they become the No. 1 Entertainment company (currently 2nd after Disney)
A number of key points came out of the presentation regarding the state of the Visitor Attractions market in 2009:
· Induction of positive effect caused by economy – Growth in day trip market
· Record numbers holiday at home
· Merlin showing visitor number growth compared to 2008.
· 16 -24 audience are less exposed to the recession
· Secondary spend at risk, due to customers planning ahead, Thorpe Park has seen food and drink sales dip in early 2009.
· 74% trying to reduce holiday spending, this has resulted in a growth in advance bookings.
· Increased competition for leisure time from other activities.
With these points in mind Thorpe Park have set themselves the following challenges for 2009:
· To sustain growth, whilst ensuring yield is maximised.
· Drive volume through promotion - currently only 6% pay full price.
· Deliver a fool proof media strategy – decline in the use of new ideas.
· Encourage secondary spend
· Focus on customer retention and loyalty schemes
· Maximise on the growth of UK holidays
To reach these targets Thorpe Park are using the following strategic planning tools:
· Balance yield with care promotion
· Grow penetration and catchment area with large scale media
· Destination positioning through the use of packages (long term aim)
· Focus on annual passes – large secondary spend
· Maximise link with Saw brand – merchandise and fast-track passes.
The Saw ride was a major part of this presentation and it could be viewed that this presentation was largely used as a marketing opportunity. The Saw ride incorporates many firsts for theme park rides, and is the only one of its kind in the world, therefore a major USP for Thorpe Park.
The launch of the ride takes place this Friday (13th March) and has been in planning for 3 years. Thorpe Park has set themselves the following challenge for the launch:
· Balance the Thorpe Park brand and position with the Saw brand
· Drive 2 million visitors through the gates; this is 200k more than in 2008.
· Generate more than 5.4 million pounds worth of revenue.
· Increase yield through promotion.
· Increase penetration - grow age footprint of the park.
· Position as thrill capital
· Grow penetration and catchment area with large scale media
· Destination positioning through the use of packages (long term aim)
· Focus on annual passes – large secondary spend
· Maximise link with Saw brand – merchandise and fast-track passes.
The Saw ride was a major part of this presentation and it could be viewed that this presentation was largely used as a marketing opportunity. The Saw ride incorporates many firsts for theme park rides, and is the only one of its kind in the world, therefore a major USP for Thorpe Park.
The launch of the ride takes place this Friday (13th March) and has been in planning for 3 years. Thorpe Park has set themselves the following challenge for the launch:
· Balance the Thorpe Park brand and position with the Saw brand
· Drive 2 million visitors through the gates; this is 200k more than in 2008.
· Generate more than 5.4 million pounds worth of revenue.
· Increase yield through promotion.
· Increase penetration - grow age footprint of the park.
· Position as thrill capital
Thorpe Park used a viral campaign, through four videos to generate buzz for the launch and hope to gain record breaking crowds in the Easter holidays. (Already these videos have gained over 200,000 views on YouTube). Further promotion for the prelaunch took the method of a dedicated micro site, PR in the press popular with target market, as well as through social networks and in park advertising. Also prior to launch a number of TV adverts will be shown during high rated TV shows, the ride will also be feature on television shows. A high impact PR launch is planned across all media, including a radio blitz on Friday 13th. To ensure maximum press coverage, a media day was been held and invitations were sent on Dictaphones as used within the film, with the real voice over actor recording them. To increase secondary spending Thorpe Park has capitalised on the Saw branding creating merchandise to sell at the park.
The launch campaign will come to an end at Halloween when Thorpe Park aim to make the ride an 18 certificate the first in the world. A great venture by Thorpe Park and they will no doubt smash their targeted visitor numbers, although the park does have a risk of negativity within the press for creating such a scary ride aimed at over 18s, all PR is good PR.
Although all three companies differ completely it was interesting to note that the first two were very negative about the economic problems currently affecting the world, but Thorpe Park is benefiting from it. It is stated that within stressful time’s consumer do spend more on leisure to try and forget their troubles. It will be interesting to see how Thorpe Park are doing this time next year when the launch of the Saw is over and which methods they will implement to sustain the visitor numbers achieved with the help of a new ride.
The launch campaign will come to an end at Halloween when Thorpe Park aim to make the ride an 18 certificate the first in the world. A great venture by Thorpe Park and they will no doubt smash their targeted visitor numbers, although the park does have a risk of negativity within the press for creating such a scary ride aimed at over 18s, all PR is good PR.
Although all three companies differ completely it was interesting to note that the first two were very negative about the economic problems currently affecting the world, but Thorpe Park is benefiting from it. It is stated that within stressful time’s consumer do spend more on leisure to try and forget their troubles. It will be interesting to see how Thorpe Park are doing this time next year when the launch of the Saw is over and which methods they will implement to sustain the visitor numbers achieved with the help of a new ride.
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Using LinkedIn to promote your business
After logging into LinkedIn for the first time in several months, I thought considering how successful they have been and the huge marketing push it received in London I should really have identified and wrote about the marketing opportunities it provides.For those who haven’t heard of LinkedIn, it is a social networking website that is geared specifically towards business members. It enables users to build up a network of existing and new business contacts (called connections). Wikipedia reports that LinkedIn has more than 20 million registered users and attracts over 3.2 million visitors every month in a total of more than 150 different industries from all across the globe. LinkedIn is more closely matched to offline business networking than virtually any other social networking website. It can be used to keep contact details while building a strong network but other users predominantly use it to make contacts and secure future employment. Conversely, many employers and agencies use their network to find suitable candidates for work. The key USP to LinkedIn is that when you add a new connection, their connections and the connections of those connections will also be added to your network, if that makes sense! Providing you with an impressive network of business contacts.
For businesses looking to promote their own service, the money is literally in the list. By building a large and relevant network of connections, a business can greatly improve their profile within that community. Using a powerful portfolio page also ensures that those connections that are interested in using the services of that business will be more inclined to do so. Everything is essentially in place to help the business owner or professional to generate new leads. This of cause means that you need to market your LinkedIn profile!
Another benefit of the LinkedIn service is the testimonials section. When you provide a service to another member of the community, or your network, they can leave a testimonial of how you performed. As many of you will know testimonials are important for any business and not only help persuade the unsure, but can turn a contact's opinion of you around.
A recently new section of the site is LinkedIn Answers This allows users to ask and answer questions, gaining the information they require and providing a useful response. This can help your business to network because useful answers will usually be rewarded with an invitation to join that member's list of connections.While there are other sites that offer similar services, (such as Xing.com) no other business networking website can boast the popularity that LinkedIn offers. The combination of powerful features and a large network means that many businesses want to be represented on the LinkedIn website.
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Social Networks are not just for advertising - Spot trends and Opportunities
Identifying and acting on trends is important in every business. It helps to identify new opportunities and provide insight into a more effective marketing strategy. Trends provide you with the opportunity to steal a lead over your competitors, especially if you learn to quickly identify the early signs of a new trend.One of the biggest trends in the past few years, which many companies capitalised upon, was social networking. Now social networking is one of the biggest things on the Internet. Video sharing sites like YouTube and social community sites like Facebook, and MySpace have become the most viewed and used sites. Due to their popularity, they can also be a good starting point to help identify trends. Remember to keep an eye on your competitors. Ensure you find out what they are doing, what offers they are currently running, and whether they have any new product launches.
Furthermore look at the communities where they are most active. Being first to a new trend is an advantage but, failing that, coming in late allows you the opportunity to better your competitor's efforts. Look for areas where you believe you can improve it. Finding out where your competitors are advertising or networking will lead you to the sites or opportunities that present relevant information. The more sources of potential trends you can find, the more accurate your data. You should be an active and eager member of the communities within your industry so use this information in tandem with the information you manage to dig up.
Identifying new opportunities can be a difficult task (and long), but by getting involved in markets and networking in relevant circles you will begin to identify the most relevant topics for your niche. This can help to increase market share and strengthen your brand by being the first to provide a new and wanted product or service. But remember as I mentioned before, if you do find yourself behind your competitors, you then have the chance to improve on their efforts.
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Your Company's Reputation at Risk....Online!
According to recent data shown in the ‘Risky Business: Reputations Online', Sixty seven per cent of companies are at risk of damaging their reputation online. The survey was conducted among senior executives in countries around Europe, North America and the Asia Pacific half way through 2008. The survey by PR company, Weber Shandwick found that this concern came from two main sources: misdirected emails and employee sabotage. Contrary to expectations, the study revealed that 87 per cent of global executives admitted to either sending or receiving at least one incorrect message. "The unintended and unexpected consequences of misdirected electronic messages can taint, sometimes permanently, company reputations in seconds," according to the survey. Therefore it is important for companies to be aware of the information its employees are posting on websites that rate their employees.
The survey also showed that 66 per cent were unaware of employees badmouthing their companies online, 21 per cent of CEO's and chairmen were concerned about employees posting work-related discussions on social networking and video-sharing sites.
PR company Weber Shandwick stated that "Leaders' short-sightedness about employees going online to complain about their bosses, discuss salaries and leak confidential information highlights one of the most dangerous threats to corporate and professional reputations now and in the years ahead"
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Localisation: Operate globally, think locally!
Just because your website has had great success in your domestic market, it does not guarantee the same success internationally! At the beginning of the computing era, programs were written only in English, the problem being that at this time only people who spoke English as their mother tongue, or who had studied the language to a high degree at school could access these resources. Therefore millions of potentially lucrative customers were lost as they could not understand the programs.
If you are looking to enter international markets it is crucial to translate your website into the language of your target market. A product or service on your website will appear much more attractive if it is presented in the language of your target customer, whilst also allowing you to compete with locally produced products or services. Research has shown that web contact time is doubled on sites which have been correctly translated. But it is not all about language, knowledge of the cultural and business norms is necessary for successful localisation and international marketing.
Problems can occur with the design of internet forms designed to gather data from customers. In the English speaking world there is often no field on such forms for academic titles such as Professor or Doctor, but research shows that customers from European countries such as Germany and Italy respond more to direct e-marketing when they are addressed as Professor or Dr....
Another common problem with international internet forms is the postal code field, as postal codes come in various forms in different countries. The American field “State” also causes problems in Europe, as many countries are not split up into states. There have also been cases, where in order to proceed with an order the customer has to choose a state from a predetermined list! Confusing or unclear fields in an online form not only irritate the customer but they can also lead to inaccurate or incorrect information, meaning that the entire reason for the form is invalid.
The internet offers a great advantage in that you can go and check out how local competitors construct their sites before implementing any changes to your own, so get researching.......
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E-Marketing could have saved Woolworths!
The collapse of Woolworths is by far the largest retail failure this year, symbolising the high street's woes, this is a major blow to all those involved within the retail sector.Woolworths evokes nostalgia for precious pocket money spent on fizzy cola bottles and chart singles. Last week it became clear that Woolworths itself was worth only pocket money, with management in talks to sell the 800-store chain for £1. Woolworths once had a shop on every British high street and a special place in the hearts of millions of shoppers. It was famous for selling anything from toys to brown paper, plants, Cd's, DVDs, Games, Clothes and more. Many will say that the recession has caused Woolworths death, of cause that is a factor, but Woolworths just didn't move with the times!
E-Marketing could have saved Woolworths. I know that's a pretty bold statement to make, but I believe it is true. After getting £385m in debt, Woolworths wont be the last victim of the recession. As the credit crunch continues to bite, this time of year is the most important part of the retail year. However sales on the high street are slumping, while sales on the Internet are soaring. As we become a nation full of bargain hunters, we are more than happy to search online for a cheaper priced item than those offered on the high street.
But still many high street retailers are just not switched on to E-marketing, unless potential new customers know the website address, they will typically look for product or services via a search engine such as Google or Yahoo! When Searching for say "DVDs" or "Children's Clothes" Woolworths, and many other major retailers, are nowhere to be seen. If Woolworths would have incorporated more "E" within their marketing mix, maybe this could have helped to save them.
Although high street shops often have a snazzy website with a fancy design, it doesn't make much sense to spend a lot of money developing websites, and then not marketing them.
Therefore the message to take from this sad news, is to ensure customers know your website address, to help skip the search engine process.
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The YouTube Advertising Steam Train – YouTube Live, Adsense, Overlay ads, Sponsered videos and size!
Since YouTube officially launched in December 2005, it has attracted users at a meteoric rate. YouTube receives 71 million unique users each month and has the 6th largest audience on the Internet. No longer is Online Video the future, it's the present: 75% of Americans watched a video online last month. With YouTube usage still high, Google have been working hard to increase the advertising opportunities and trying to increase the overall experience of the site. Therefore this month has resulted in YouTube unveiling a host of new advertising methods for advertisers:YouTube Live:
It was only a matter of time before YouTube introduced live streaming/webcasting and on November 22nd YouTube hosted its first ever live event, the event featured a range of performers whose videos on YouTube had gain more then 2.5 million views each. With this being the first of many live events YouTube has in store, how long before sponsorship opportunity for these live events becomes an option?
YouTube Adsense:
When searching the site users will now be greeted with video advertisements similar to those produced by Google AdSense. YouTube searches now produce "sponsored links" on the right side of the screen alongside unpaid results on the left.
Increase of Professional Content:
YouTube announced a deal with MGM studio's to show full-length television shows on the site. Where this will bring a lot of money in for YouTube is that advertisers will be trying to outbid each other for the advertising space next to these videos. Through increasing the amount of professional content on the site, they are aiming to increase the amount of advertising by double. YouTube has struck similar deals with CBS and Lionsgate, so one would presume YouTube advertising isn’t as popular as Google had hoped and sees this as a way to increase this. When YouTube first launched its Advertising schemes advertisers were reluctant to use this channel due to a concern regarding the site consists mostly of amateur videos, and companies didn’t want to risk damaging their brand by being associated with these.
YouTube announced a deal with MGM studio's to show full-length television shows on the site. Where this will bring a lot of money in for YouTube is that advertisers will be trying to outbid each other for the advertising space next to these videos. Through increasing the amount of professional content on the site, they are aiming to increase the amount of advertising by double. YouTube has struck similar deals with CBS and Lionsgate, so one would presume YouTube advertising isn’t as popular as Google had hoped and sees this as a way to increase this. When YouTube first launched its Advertising schemes advertisers were reluctant to use this channel due to a concern regarding the site consists mostly of amateur videos, and companies didn’t want to risk damaging their brand by being associated with these.
YouTube Overlay ads:
YouTube will also now begin running overlay ads in YouTube partner videos that live on other sites. This means that no matter where a YouTube video is embedded, it can contain an ad and earn revenue for YouTube partners.
YouTube sponsored videos:
YouTube Sponsored Videos allows anyone to promote their videos on the search results page. Bidding on specific keywords will promote your video to the right-hand side of YouTube’s search results along with an image and some text. Again similar to Google Adwords. By being able to target YouTube videos, advertisers will be able to give the most visibility to their videos.
According to YouTube this was launched due to requests of businesses. Of course one would presume that due to YouTube being ranked as one of the top five search engines this had a great deal to do with this. But it seems that this no longer is the case as its hard to find a video that doesn’t have a sponsored link on the right hand side.
Size does matter:
YouTube Today also announced another change – the size of their video player. They have expanded the width of the page to 960 pixels to increase the quality of the videos. A new wider player is in a widescreen aspect ratio which is hoped to provide a more powerful viewing experience.
YouTube Today also announced another change – the size of their video player. They have expanded the width of the page to 960 pixels to increase the quality of the videos. A new wider player is in a widescreen aspect ratio which is hoped to provide a more powerful viewing experience.
For more information on YouTube advertising check out this link, http://uk.youtube.com/t/advertising Also please note that only some of the YouTube Advertising channels are currently only available in the U.S.A.
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Can Social Networking sites make or break product marketing?
Social networking is having a significant effect on the way that consumers now search for information about products and services they wish to buy. Consequently, this has huge implications for the marketing strategies of firms.Research by Yahoo! in 2006 showed that 77% of consumers are influenced by Internet research and on average customers spent 12 hours researching a potential purchase online, but spent 15 hours researching on more expensive products, such as TVs and laptops.
Increasingly significant in acting as sources of information are social networking websites such as digg.com, Reddit, Newsvine, Stumbleupon, which rely on users to create content by sending in their own stories or links to stories they have found on the web. Users vote for stories and these end up on the front page, where they attract more attention and so the snowball effect continues.
Consumers often express their opinions on the Digg website, (a site claiming 20 million visitors per month), one consumer stated the following about Apple:"Steve Jobs and Apple don't produce good tech, they produce good marketing", other contributors were more positive. Smaran Dayal, an 18 year old, from India was observing that Apples computers and Ipods were revolutionary products. Unlike the first consumer Dayal has 500 "friends" who track his Appple stories, so any recommendations he makes carry 500 votes and this provides a good start towards getting a story on the front page. The different aspect of this type of site from other sites, such as Google and Yahoo that also aggregate stories, is that they rank stories and also recognise the vocal nature of their users and that some are regarded as opinion formers.
There are many implications this has on marketing. For example a casual remark by a Senior company executive will be pounced upon by users. When Sony senior executive dismissed a rival product, "The Wii" as an impulse buy, this attracted 270 comments generally criticising Sony as arrogant and complaining about the high cost of the Playstation 3. These stories may seem insignificant, but they all add up and can create a negative attitude towards brands and products.
Another powerful example happened in 2005 when blogger and media commentator Jeff Jarvis complained about his problems with online computer seller Dell, and this triggered an avalanche of similar complaints, which led to a drop in Dells share price. This does not only illustrate the power of the Internet, but the power the Internet gives to the users.
Marketing companies may see the opportunity to exploit this grass roots marketing by providing the seed stories, but the risks if they were to do so are potentially huge due to backlash if consumers found out. They see these websites as their own and not part of traditional media, and object if they are invaded by big marketing firms.
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Internet Based Market Entry
Yesterday I came down with a case of the Mumps, therefore I have the time to put something together on firms using Internet based market entry. Enjoy!The Internet provides a market entry method that is particularly suitable for smaller, widespread niche markets. Whilst websites might be accessible worldwide, however, the firm may need to select markets to focus on, possibly excluding those where there may be particular barriers, such as language, legal, payment and over fulfilment problems. The cost of organising to serve certain markets might outweigh the possible benefits. For firms that already have a strong presence in many markets the Internet supports all aspects of their activity.
Web based services will be successful if firms develop a global strategy based upon the integrated value chain. As this is a pervasive method of entry, based on global communications, it can facilitate lower risk access to difficult markets. By building online delivery capability it is possible to service markets profitably where there might be limited demand. of course, an e-commerce strategy is limited scope simply because it appeals to a very specific transnational segment - those that are able to gain access, particularly high speed access, continues to grow this is a diminishing problem.
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Localising websites around the world...a little help!
After attending a conference in London last week, I was lucky enough to meet a "Localisation Outsourcer Consultant" A type of consultant I hadn't heard of before, therefore I was eager to learn more, with my notebook at the ready I began to "network"..With companies competing on international markets now realising that if they are going to maximise the value from their company websites, they need the capability to localise the content to suit the language and cultural sensitivities of the markets they are targeting. Therefore this allows the opportunity for "localisation outsourcers consultants" to offer to help companies do this. Usually they combine a mixture/combination of humans translators and machine translation technologies to translate and edit text in a culturally sensitive way.
But that's not all, Specialists claim that they can help clients protect the company brand by providing control over web based marketing strategies on a global basis. This is simply done by following a basic concept consisting of the following: Centralise the message, translate it, and colloquialise it.
Of course these specialists will also examine design concerns, such as looking at the cultural implications of color in advertisements. For those thinking now, hold on a second what does it matter what colours do I use around the world.....Well did you know that in some parts of Asia white is the color of death..........hence why Ronald MacDonald doesn't exist in Asia!
Another useful element these consultants can offer is to ensure you follow all legal and regulations set in different countries. I was shocked to find out following facts:
In France - Consumers can enjoy a one week grace period after they receive an online purchase.
In Germany - Comparative advertising is banned on the web.
In China - Company's may become unnerved when they find out that encrypted websites are regulated by the Chinese government.
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Google Video aim to do what YouTube did in the consumer world, only for the enterprise.
Google is now started to target corporate users with its release of "Google Video for business", the newest addition to the Google Apps package. Google's aim for this application is to address the requirements of corporate videos. For example, executive communications, product training and reports.Google Video is selling itself as foolproof to use, stating that anyone can use it to share videos in two easy steps - uploading the video to web application service Google Apps, and then inviting others to view it. "
It seems like Google are making a much to do about nothing......I think its simply a extension of their YouTube proposition. Also will businesses be happy with YouTube-quality footage? When other companies offer the option to have better quality? It seems difficult to imagine a CEO talking about end of quarter results on a poor quality video.
According to Google, more than 500,000 businesses utilise Google Apps, with more than 3,000 additional businesses signing up every day.
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Quick facts about Google Chrome!
For those interested in internet marketing and advertising, anything that Google does catches our attention. Also having a great interest in online marketing, internet broswers is something that I always keep an eye on as I everyday without fail I use one. In recent years, Microsoft Internet Explorer and Firefox browser are the 2 most popular web browser use by internet surfers.However over summer Google came out with a new internet browser which is set to compete with Microsoft Internet Explorer. When Google announced its new open source browser, everyone sat up and took notice.The new Google browser is called “Google Chrome“. Here are some of the features of Google Chrome:
1) New Tab page
2) Application shortcuts
3) Dynamic tabs
4) Crash control
5) Incognito mode
6) Safe browsing
7) Instant bookmarks
8) Importing settings
9) Simpler downloads
5) Incognito mode
6) Safe browsing
7) Instant bookmarks
8) Importing settings
9) Simpler downloads
Google Chrome was released in beta for Windows-based systems (a Mac version is planned but isnt scheduled for luanch for awhile yet).
In their press release Google said the following:
In the early days of the Internet, web pages were frequently little more than text. But today the web has evolved into a powerful platform that enables users to collaborate with friends and colleagues through email and other web applications, edit documents, watch videos, listen to music, manage finances and much more. Google Chrome was built for today’s web and for the applications of tomorrow.
“We think of the browser as the window to the web - it’s a tool for users to interact with the web sites and applications they care about, and it’s important that we don’t get in the way of that experience,” said Sundar Pichai, Vice President of Product Management, Google Inc. “Just like the classic Google homepage, Google Chrome has a simple user interface with a sophisticated core to enable the modern web.”
“We think of the browser as the window to the web - it’s a tool for users to interact with the web sites and applications they care about, and it’s important that we don’t get in the way of that experience,” said Sundar Pichai, Vice President of Product Management, Google Inc. “Just like the classic Google homepage, Google Chrome has a simple user interface with a sophisticated core to enable the modern web.”
The first thing that will strike you about Chrome is its soft, yet elegant interface. Unlike other browsers, it doesn’t have a lot of unnessecary clutter. Its clear from using Google Chrome personally that it was designed to make it easy for users to search and navigate the web for the content they’re looking for.
Speed is the key feature for me and Chrome is built for that. While Chrome beats Microsoft's Internet Explorer on speed, it doesn't do the same when compared with Firefox or Safari on such frequent tasks as launching Web pages. The big question is whether as they will add more and more to it as remember this release was only the beta, will this mean that performance will take second stage to features.
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A Quick Web Development Guide
These basic steps below will help when developing a website, it ask a number of important questions that should be address to enable you to develop an effective website.1. Define the site's goals and audience
what are the site's purpose and objectives? (A should site exists in support of a communications strategy/plan) Who is the target audience? What are the audience's information needs and interests? How will people use the information on this site? What are their technical limitations? Are they savvy web users or novices? What hardware and browsers will they use to access the site?
Recruit a small number of people representing the target audience who can assist you with the site's development. User testing, conducted at different stages of site development, will help you create an effective site.
3. Define the site's content
What content is available now? What needs to be developed? (Content should be high quality, clear and interesting -- the best content you have available.) What content will you include with the site's initial release? What content will you add later? Do you have illustrations, photos or other graphic images available in addition to text? What content will be updated over time? How often will the site be updated? What existing content should be redesigned to fit the web (avoid as much as possible "shoveling" existing content onto a site).
What content is available now? What needs to be developed? (Content should be high quality, clear and interesting -- the best content you have available.) What content will you include with the site's initial release? What content will you add later? Do you have illustrations, photos or other graphic images available in addition to text? What content will be updated over time? How often will the site be updated? What existing content should be redesigned to fit the web (avoid as much as possible "shoveling" existing content onto a site).
What resources are available for site development (including design) and maintenance? Effective websites change often. Maintenance can be a significant part of your overall budget.
5. Identify owners for the following roles
Project manager: Responsible for getting the initial site launched.
Maintenance lead: Responsible for ongoing site maintenance and future development. This individual should know at least a little HTML.
Graphic designer: Responsible for the graphic "look and feel" of the site; also assists with navigation and site structure. May be an external resource.
Programmer: Responsible for preparing web-ready HTML documents (a graphic designer may offer these services). Consider building your site using a site-development tool.
Technical lead: Responsible for getting the site on a local server, preparing any scripts (such as those associated with a feedback form), and providing day-to-day technical support pre- and post-launch. Discuss with your Technical Lead issues such as file naming conventions, file structures, and the internal site publishing process.
It is not unusual to have a webmaster take several roles.
6. Find existing websites that you like (and dislike)
Make sure you research other sites and see what's appealing in terms of content, design, organization, and navigation? Why do you think they're effective? What do you like about them? What about the sites you don't like? What's not working for you? Print these pages.
7. Consider ways to organize your content
7. Consider ways to organize your content
A site structure provides a sense of hierarchy. A good structure is easy to understand and navigate.Are there logical "buckets" into which you can pour your content? Think about different ways to arrange your information until you find one that is more successful than others in meeting your objectives. This may take some time, but this is one of the most important parts of the process. Does the site warrant a search engine? Do you have one available?
8. Make it interactive
How can you involve the user in your site (i.e., make it interactive)? Giving people the chance to give feedback, offering discussion areas, responding online to questions or comments users send in are all good approaches. Some larger sites let people get personalized information.
9. Check in with your users
Review with your user group your current thinking about site objectives, audience, content, organization, and user involvement. Revise these elements based on feedback.
10. Identify designers and get Quotes
If you plan to use an external graphic designer, you'll probably want to get three or four quotes. The best way to approach this is to prepare a request for proposal and, ask designers to plan on presenting three design concepts for your review. You might want to ask each designer to present their bid in person so that you can get a sense of what it would be like to work with them.
11. Bring the designer into your process
Once you've selected your designer, share with them everything you've collected throughout this process. Introduce them to your team.
12. Review design concepts
Share them with your user group and incorporate feedback into design refinements.
13. Select a design and prototype
Work with the designer to refine the design. Prepare a small number of web pages in HTML based on the design. Prepare additional programming as required.
14. Test publish the site and test the prototype
Publish a small number of fully active prototype pages on a staging server. Test the prototype with your user group. Refine the prototype based on their feedback.
15. Create a marketing plan
Identify ways to get the word out at launch and in the weeks and months following launch. How will users hear about new information available through the site?
16. Create a maintenance plan
How will the site function after launch? Create a plan for the site, including a timetable for additional content that won't be part of the site's initial release. Assign tasks to content owners.
17. Launch!
Finish the HTML, graphics and additional programming on the full site. Publish the site. Market the site.
18. Get feedback
Collect feedback and incorporate feedback that makes sense.
19. Conduct follow-up studies and improve the site
At 3-6 months, conduct a more thorough site review with a group of users different from the ones who helped you with site development. Consider ways to incorporate user feedback to improve the site.
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Questions, Questions, Questions - Back to Basics!
This week on multiple occasions I have spoken to people who were very new to E-Marketing and was asked two very common questions:
1) Why isn't my website the top result in Google?
2) How do we get to be the top result?
Therefore below I attempt address these question with a answer that even people who are new E-Marketing will understand:
To answer these questions you must understand Search Engine Marketing (SEM). These are the strategies used to be the top search result on Google, Yahoo or any other search engine.
Gaining a top search result is critical to most companies this is because almost all customers will begin their investigation on the web.
There are two ways to get onto the Google pages: "organic" and "pay". Basically the organic listing is free and is based on Google's search algorithm that finds the best page based on your search criteria. It is in the main section of the Google page (see orange box on graphic below). The challenge is how to get on the top organic listing. The Google algorithm is a trade secret and the company does not tell anyone how they decide on the top reach results. It is widely assumed that the organic listing is influenced by two things:
1) How often your page is referenced by other sites
2) The popularity of your page.
The key is to be listed within the top 20 searched, which is commonly referred to as "Being on Page 1". 80% of users never go to Page 2. (Personally, I don’t even look beyond the top 5 search listings)
The purple and green boxes denote where companies pay for placement. This is commonly known as Pay for Position, or P4P. It is basically a bidding contest. Every company decides which words they want to "buy" and then decide how much to pay. The company paying the most gets the top position.
1) Why isn't my website the top result in Google?
2) How do we get to be the top result?
Therefore below I attempt address these question with a answer that even people who are new E-Marketing will understand:
To answer these questions you must understand Search Engine Marketing (SEM). These are the strategies used to be the top search result on Google, Yahoo or any other search engine.
Gaining a top search result is critical to most companies this is because almost all customers will begin their investigation on the web.
There are two ways to get onto the Google pages: "organic" and "pay". Basically the organic listing is free and is based on Google's search algorithm that finds the best page based on your search criteria. It is in the main section of the Google page (see orange box on graphic below). The challenge is how to get on the top organic listing. The Google algorithm is a trade secret and the company does not tell anyone how they decide on the top reach results. It is widely assumed that the organic listing is influenced by two things:
1) How often your page is referenced by other sites
2) The popularity of your page.
The key is to be listed within the top 20 searched, which is commonly referred to as "Being on Page 1". 80% of users never go to Page 2. (Personally, I don’t even look beyond the top 5 search listings)
The purple and green boxes denote where companies pay for placement. This is commonly known as Pay for Position, or P4P. It is basically a bidding contest. Every company decides which words they want to "buy" and then decide how much to pay. The company paying the most gets the top position.
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