Hashtags

Are advertisers scoring big with hashtags?

You may have noticed that many advertisers are adopting a sign of the times by sporting hashtags in their commercials. The question is -  Are hashtags making their mark or falling short of the goal?

Hashtags were created in 2007 as a way to track discussions and online discussions on Twitter. Clearly, that motive has evolved. Today, advertisers use it to increase brand recognition, attract followers or, hopefully, motivate the consumer to include a tweet using the hashtag.

Sheldon Levine pointed out in “Are Hashtags In Commercials Effective?,” the continued use of hashtags in TV commercials is more of a “keeping up with the Jones” (or other advertisers in this case) mentality or another example of appearing more “digital” in a trend-driven industry.

Whatever the motive, we can be sure of one thing. Hashtags are unique because of their innate tracking ability. Unlike other advertising strategies such as a coupon the whole world knows if it worked or not – not just the business that created it.  All it takes is a simple hashtag on Twitter to find out what the buzz – or lack of it – is for a particular hashtag.

In the end, how will the # weigh in?

#OnlyTimeWillTell

By Kim Nowatzke

When I finally replaced my nearly 9-year-old trusty PC last month, I bought my first Apple product, an iMac, and I have to say, never been happier. Before taking the plunge though, I researched my purchase on my old pc, my smart phone and on my daughter’s not-quite-as-old-or-as-slow laptop. Regardless of the inconvenience or time it took, I couldn’t commit to such an expensive and important purchase without first conducting research.

I read reviews on Apple vs. Windows-based pcs, the learning curve of switching, along with the advantages and disadvantages of desktops and laptops. I also compared costs at competing stores and searched for coupon codes or special financing deals and the “Best Sale of The Year”– all the while determined to get the best bang for my buck. I looked at the purpose of extended warranties. I even compared Dummies brand self-teaching books for my new expenditure.

Thankfully, I’m not alone.

According to its second Retail Perceptions trend report, “The Rise of Webrooming: A Changing Consumer Landscape,” “webrooming” or researching online before buying in-store represents 88 percent of shoppers. In fact, 91 percent of women conduct product research online before making a purchase, even if they are headed to a traditional brick-and-mortar store.

However, we’re not turning to our friends and family members for their opinions.  Or social media, which accounted for 3 percent, despite its explosion of popularity in the past few years.

“Peer influence may not be as big as we thought, at least when it comes to product information and reviews,” the article continued. “It appears that consumers are influenced to a much greater extent by the opinions of unknown shoppers who have purchased similar products versus the opinions of their direct

peer groups.”

The article stated that 60 percent of women in the study reported turning to retailers’ website themselves for reviews and product information. This was nearly double the number who turned to professional sites with expert reviews. Even for those in the 18-29-year-old groups, the number only climbed to 8.5 percent.

“Consumers are simply smarter today than they were 10 years ago based on the information at hand,” noted Ortiz Industry CEO, Claire Ortiz in the www.agbeat.com’s article, “Top 5 ways consumer shopping habits havechanged since 2003.”

“Because of the research addiction in our culture, consumers are more educated, making it more challenging for brands as promises of being the best are no longer simply believed – shoppers want proof.”

Personally, I think this is a trend that’s here to stay.

But, let me do a bit more online research to be sure and get back to you on that.

--> The Reachability Factor 

by Kim Nowatzke

Where is my favorite store? When is it open? What is the phone number? Well into my 40s, I admit that I may think differently than those a few years – ahem – decades younger than me. Yes, I still even use a phone book from time to time. In fact, before I got my first smart phone a few years ago, I still carried a phone book in my car. A somewhat crumpled and dirty one tucked under my passenger seat. It was my back-up plan for whenever I got lost, needed to find a business and more. And, although I readily consult websites and Facebook, sometimes I prefer to call a store and talk to a real live person.

No matter the method, I’m frustrated when a business’ basic information such as street address, phone number or hours are nowhere – or very difficult – to be found.

How easily can your target audience reach you and vital information about your business? 

The Marketing Donut recommends including your address, email and phone number on all pages of your marketing materials – both online and offline. And, if space is lacking, include a QR code that links to a mobile business card so your target audience has access to all the info they need.   

Maybe you have shifted away from your website to focus more of your attention on your Facebook page. As someone approaching 60 reminded me last night, “Not everyone is on Facebook.” Are you making the mistake of only posting information on special events on your Facebook page when the not-so-techie customers are just now getting comfortable with looking up your website?   

On the other hand, as The Marketing Donut points out, there’s also those in your target audience who won’t even believe you exist if you haven’t entered the world of social media. Are you using Facebook and Twitter to your greatest advantage to spark conversations, increase your presence and provide up-to-the-minute information?

And, for those people that still choose to call you, how user-friendly is your phone system? What is the recording when you’re closed? Does it list hours? Can customers leave a message?

If a customer chooses to contact you, is it on a more formal form on your website (that’s rarely checked?) or through a personal email address? There needs to be a plan in place on not only who is responsible to handle customer queries but how quickly those responses are turned around.

You may have a great product, a super marketing plan and, seemingly all your “I”s dotted and “T”s crossed, but if your customers can’t find you, then it’s all for naught. They’ll just skip the stress and head to your competitors.

Branding and Pop-Tarts

I was recently shopping for Pop-Tarts… I mean, “pastry treats,” as defined by my favorite store brand. As I continue to try stretching our grocery budget to feed our four kids still at home, the cheaper product was beginning to look better and better.

   

 It wasn’t about any fancy packaging. To me, it just mattered if my kids would eat them, and how much of my disposable grocery budget was spent on the quick and easy breakfast food. 

The truth was that I’d tried switching before, and it didn’t go over so well.  However, I decided to give the store brand another try without flaunting the stand-ins box. In other words, I hid the switcheroo from my kids, and I thought I’d gotten away with the change until my 12-year-old remarked, “I don’t like those other pop-tarts. They are all frosting and no filling.”

I understood what he meant. Although we buy plenty of other store brand food items (pasta, butter, eggs, orange juice….), I only buy Heinz ketchup and Prego spaghetti sauce because I really do prefer the taste over the other national or store brands. Thus, we’re back to being brand loyal to Pop-Tarts, stocking up when they go on sale, using coupons and “eating” that small amount of money not saved.

According to Marketing Expert Laura Lake, we’re not alone. Lake states, “Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.”

In this case, it was the taste that prompted my kid’s comment and ultimately the deal-breaker for the pop-tart dilemma, but what is influencing your branding? Like the “pasty treats” scenario, is your target audience willing to dismiss the bells and whistles of your “box” to choose your product if price is one of your strategies? Or, is your poor image portrayed by some things you’ve overlooked – the user-friendliness of your website, the professionalism of your signage, your lack of accessibility, and more – overshadowing your quality product? How well does your packaging reflect your company?

According to KiSSmetrics, unlike marketing, which is the set of processes and tools that promote your business, branding is the culture itself – the message that permeates and rules all the processes of your business. 

 

For now, we’ll stick to our Pop-Tarts. Is your branding resulting in customers that are just as loyal?

Give Thanks Everyday!

This week is Thanksgiving, and as I think about everything this holiday means, I begin to realize once again how much for which I have to be thankful. It’s easy to remember this when there’s a holiday that spotlights the idea of giving thanks. I just wish I could remember to be thankful each and every day.

You know how life gets in the way of actually being present in the moment? Work and family life gets hectic. It’s not that I don’t stop through out the year and count my blessings. It’s just that I to take what I’ve been given in this life and embrace it with gratitude more often.

Everyone here at Morse + Harris Marketing hopes that you can find thankful moments in your “everydays” more often as well. May each and every normal moment be the chance for you to be grateful. Let us all say thanks a little more and remember how lucky we are each day.

Let’s all give it a try - starting today.

Happy Thanksgiving and may the gratitude of this holiday follow you throughout your new year.