Tag Archives: marketing mistakes

What a Giant Squid Can Teach the New York Times About Publishing

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giant squidThere’s a big fuss about the NY Times’s decision to start charging for access to its Web site.  Many people, including me, are upset.

We started out paying for the paper (through a subscription or newsstand), then it went on the web, the price dropped, and now we’ve been trained to expect it for free.

The paper version is losing money – and so the online version must earn extra in order to cover the costs of printing and distributing the dead-tree paper. The bandwidth isn’t the problem.  The paper and distribution is the problem.

Build a Community

The giant squids I’m talking about aren’t actual squids; it’s the nickname for the leaders of Squidoo (an online free publishing platform).  Squidoo gives people the chance to share their passions, make money for charity, or run a business – for free.  You make a page, called a lens, and connect to  selected affiliate sites or your own.  If someone buys something,  you make money.  Or, it goes to your favorite charity. There’s a community to answer questions, show you the ropes, and welcome you.

Add Free Prizes

Squidoo has “free prizes” – badges for people with great lenses, awards for best lens in different categories, and angels who bless lenses they like.  They’re called Giant Squids, Squid Angels, and Squid Greeters.  They get extra options and first crack at new tools for building lenses.

How about a badge system for newspaper readers to reward and highlight frequent viewers or commenters?  Articles with more comments or comments by higher level people would be worth more to advertisers.

Reward Extra Effort

What if the paid version had no ads?  Or, if visitors got points for viewing ads (and credit toward access).  The more people “paid” to view the ad, the more the Times could charge the advertiser.

More points could get more prestige (and more incentive to return and see ads). Different point levels could entitle readers to extra services or goodies, such as access to restaurant reviews before they’re published, or inside tips on sales, or rights to free Kindle access.

What if they gave stuff away, but in a way that brought people in?  Grew their tribe, encouraged communities of New York Times readers generally.  They could if they wanted to.  And, their readers would embrace them (rather than crying foul).

What are you doing in your business to build a community?  What’s working?  What fell flat?  Share your experiences in the comments.

Image:  wikimedia

5 Marketing Mistakes That Make You Look Dumb

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I got this postcard in one of those marketing packs in the mail the other day. Normally, it’s smart marketing because it allows participating companies to share costs and reach more prospects than they could on their own. In this case, it was a bad marketing example, not a good  one.

What’s wrong with this picture?

I admit I often toss these, but this time I opened it because I was looking for airport shuttle vouchers for visiting friends. There weren’t any car vouchers, but I did find one postcard that stopped me in my tracks. It was from a local gym, offering a special three day guest pass and summer sale.

Gym?!

I don’t need a gym. Who needs a Stairmaster when you have actual stairs (56 of them, I counted).

1. Poor project management

Have a process in place for checking that the list, the card, and the mailing are right. It’s easier (and cheaper) to stop it before it goes out.   Long ago, I came within an inch of sending out a big mailing with the wrong price.  Taking everything out of the envelopes and reprinting was an expensive pain in the neck, but it would have been worse if the mailing had gone out the door.

2. Paying no attention to timing

Summer sale??!

It’s January. I’m in the northern hemisphere and it’s 29F (-1.6C) outside. 18F and -7.7C with the wind chill. I’m not going to be putting on a bathing suit any time soon!

Promoting a summer sale in winter makes you look foolish. Also, allow for holidays, delivery time, etc. Getting a coupon for a 30% discount four days after the sale is over is pretty frustrating.

3. Spraying and praying

Don’t close your eyes and spatter your marketing message everywhere, hoping to hit something. I don’t need a gym, but people on lower floors or in elevator buildings might. Maybe if they teamed up with Weight Watchers? Or maternity wards (helping new moms get back into shape)?

4. Sending something nobody wants

Did you hear the story about the hospital offering free coffee with colonoscopy? Yuck! Instead, offer something that’s appealing to your particular audience. How about a coupon for a free neck massage? That might get me in the door.

5. Choosing a poor list

The key to successful marketing is not the graphics, not the copy, not the offer (though those do count), but the list. Your chimney sweeping service may rock, but it’s no good to people without chimneys.

What are some of the worst marketing mistakes you’ve seen? Add them in the comments.

Do You Make These Common Marketing Mistakes?

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On tap today, marketing mistakes. Learn what you should never do when using social media, the 7 deadliest web copy mistakes, and the worst marketing email (ever).

One Thing You Should Never Do When You’re Using Social Media

7 Deadly Web Copy Mistakes

How to Pull Your Marketing Out of the Mud

The Worst Marketing Email. Ever

The Top 12 Reasons Your Marketing Failed

Happy new year to all of you!

See you in 2010 with a super-deluxe Freebie Friday.

Image: Avolore

Three Key Things You Should Know Before You Start a Marketing Campaign

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I got my annual telemarketing call from The DMA today.

The one where they try to sell me a vendor listing on their site.  Last year, it cost $395.

First, they try to tell me about The DMA. I know about The DMA, I used to work there.

Then, they try to explain why I should pay $395 (or whatever it costs now) to get a listing when Google will put me on the Web for free.

If I want an ad, I bet I can get quite a bit of Adwords for $395 — and Google keeps sending me discount coupons too.

Lastly, they got my name wrong. It’s Jodi. Not Judy.

Why would I want your product?

If you’re trying to sell me something, explain why I would want it. Will my listing be at the top of the page, or buried somewhere? Is there a paper directory that gets distributed to DMA members? Or special distribution at conferences and events?

What problem of mine does it solve? (that’s mine, not theirs)

What would I get from it that I can’t get from Google? Will more of “my people” (ideal clients) see my name? Do they have data showing the response rates? Your product has to cure your clients’ headaches (not yours).

Have you done your research?

Before you try to sell something:

  • check if there’s a market for it
  • be certain the perceived value is higher than the price
  • identify your market and know how to reach them
  • understand your market’s needs/pain/wants/desires
  • listen carefully when they tell you something (like their names)

What’s the worst telemarketing call you ever got?

Image:jorge vicente

How to Safely Manage a Marketing Crisis

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tigerLet’s face it. We all mess up. Of course, some transgressions are worse than others. For proof, ask a certain famous golfer.

However, whatever your mistake, there’s a right way and a wrong way to handle it.

If you make a mistake, admit it. Do it right away.

Don’t hide – talk about it. Tell your client you understand why they’re upset. Listen to their complaint. Apologize. Then, tell them what you’re going to do to fix it.

The cover-up is always worse than the crime (see ref: Watergate, Union Carbide, Iran-Contra). Hiding makes it worse.

Add something to the original specs to make the client happy.

They’ll understand. They may even become a bigger fan!

Image: digital art