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Instant !deas
INSTANT !DEAS from Miranda Creative:
quick and creative marketing solutions you can read and engage in just an instant (or two).
Instant Idea Archive
As appeared on December 11th, 2009:
- Instant !dea (The second of our 20.20 for 20.10)
As we wind down a fun year of Instant !deas, we’re dedicating the four Fridays of December to ideas that will take slightly more than an instant to engage, but represent our vision (20.20) for what the coming year (20.10) will demand.
20.20.02: Everyone is entitled to an opinion...as long as it’s mine.
Our next vision for the year ahead will be about the expansion of “Word of Mouth” marketing. With more than 350 million (worldwide) users on Facebook, no one - and we mean no one - is keeping their opinion to themselves. One resource, profiled by Businessweek as a web editor pick, is Yelp.com. Yelp is a personal recommendation site which allows web visitors to find, review and talk about what's great -- and not so great -- in their neighborhood. With over 27 million unique visitors this past month, and ranked as the 34th most visited site, Yelp is a west coast product growing in popularity on the east coast.
We suggest that regional enterprises proactively establish a Yelp profile and begin to monitor reviews as they grow in 2010. While having a bad review is never a great experience, it’s much worse to NOT be aware of issues and to continue to make the same mistakes.
As appeared on December 4th, 2009:
- Instant !dea (Marketing Effectively)
As we wind down a fun year of Instant !deas, we’re dedicating the four Fridays of December to ideas that will take slightly more than an instant to engage, but represent our vision (20.20) for what the coming year (20.10) will demand.
20.20.01: Have you hugged a writer lately?
We envision that this coming year will represent the ultimate revenge of the English Major. Whether it’s a viable blog, well-thought-out social media messages, engaging website content, postings to Wiki-sites such as Zip06, or press releases to support over-tasked news rooms, 2010 will be all about content — which few have existing resources (time or personnel) to prepare.
We suggest that establishing a relationship with a reliable, quality writer (or writers) be a priority for 20.10. Whether in-house talent that is encouraged and educated, or contract labor that is developed for continuity — you can only share your message, if someone has written it.
Begin with a foundation of stock content such as bios, basic information and company overviews — even a website rewrite — that will help your writer develop familiarity with the subject. From there, timely issues are easy to integrate and expanded content easier to build.
Coming up next week learn about “yelp” before it’s a “gulp.”
As appeared on November 25th, 2009:
- Instant !dea (Marketing Effectively)
Here they come! Black Friday…Cyber Monday…many new faces or email addresses you haven’t seen before!
While undoubtedly the goal for any retailer over the next six weeks is three things — sales, sales…and let’s not forget…sales, there are some secondary goals that should not be overlooked, and that have inspired this week’s Instant !dea.
While your doorbell, phone, and hopefully cash register is ringing the next few weeks, practice saying any one of these three brief questions:
“Do you receive our coupons via email?”
“Are you on Facebook?”
“Would you like to join our mailing list?”
Of course taking a moment to capture this information is challenging during the busy Holiday season, however the alternative may be a not-so-busy first quarter, therefore our advice is to find a way to convert each sale to a relationship.
Here are a few of our favorite solutions:- A simple notebook by the register with attached (very attached) pen to serve as an email journal.
- A spare computer/laptop that serves as an email or mailing list registration station. Ideally this process would automatically update your database with each addition.
- A “fan us today” bag stuffer, with an incentive program…from coupons to free iPods…that encourages shoppers to become a fan of your Facebook Page the moment they get home.
- While angels earned their wings every time a register rang in “It’s a wonderful life,” your friends at Miranda Creative are hoping that with each “kaching” your mailing list takes flight instead.
As appeared on November 20th, 2009:
- Instant !dea (Facebook 101)
Any friend of yours…is a friend of mine.
Every home party ever hosted, from jewelry to kitchenware, concludes with a similar call to action — a request for names of friends that might attend a future party. What have these host-entrepreneurs learned? They know that friends of friends often have the same interests, profile or other demographic make-up, and therefore a list of friends equates to a very qualified lead list.
This past week, Facebook announced the ability for organizations with Public Profiles (Fan Pages) to target ad messages to friends of existing fans. Just like the home parties mentioned above, it’s very common that friends share similar interests and therefore are likely to become fans (or better yet…customers) of similar enterprises.
What’s the big deal? Why should this Instant !dea have you taking instant action? Well, the average individual on Facebook has 130 contacts/friends. Therefore, if you have a Public Profile with just 200 fans, targeted messaging to friends of fans will have you reaching as many as 26,000 qualified leads.
We think this is pretty cool relationship marketing…and we hope you do as well.
As appeared on November 13th, 2009:
- Instant !dea (Managing Media Effectively)
New Year resolutions come early in marketing.
Last year, a “Bosses Day” card made its way around our office for a September 16 delivery. It was very thoughtful…however it was 30 days early…for Bosses Day was actually October 16! This funny moment was not unusual, for thinking at least a month ahead is the nature of the marketing industry. Therefore, it’s no surprise that we’ve been collecting 2010 media kits since the pumpkins hit the grocery store, and this week’s Instant !dea suggests that you do the same.
Take a moment between now and Thanksgiving and ask your media partners to share with you their rates and calendars for the coming year. It’s vital that businesses plan their resources to take advantage of special sections, events or editorial calendars that target desired markets. Some medias invite editorial content for special sections, other photos or video clips. No matter what the media, the best way to provide quality content for inclusion…is to start early.
Don’t overlook the benefits of having electronic media kits provided. Stored on a common server or web-based server such as GoogleDocs, electronic kits are easier to access and share.
As appeared on November 6th, 2009:
- Instant !dea (More creative with less)
When's your next trade show? How about tomorrow?
We recently recruited focus groups at a popular, highly trafficked community center. In addition to achieving sold-out groups, the client experienced a spike in web visits and retail sales during the recruitment period. This experience inspired today's Instant !dea, and reminded us all that setting up a display in front of a target population need not wait until a formal trade show.
Consider your ideal target market or markets, then, consider where they gather in significant numbers. Are they soccer moms who line the fields on Saturday mornings'or car owners waiting for a car wash the weekend following any snowstorm If you're seeking tweens or teen girls', circle your calendar for November 21, 2009, and find the nearest movie theater lobby for ladies and gentlemen it's Twilight time.
Once you've identified a location, a few calls will easily define if there is an interest in a fee-based display or a partnership to support non-profit. A table is a great start, but displays that invite interaction are better. For example, one regional non-profit runs a gratuity-only wrapping station at a local bookstore. While you wait for your packages, you can't help but review their literature and we think that's really well creative.Need some help defining locations? Send an email to engage@mirandacreative.com
As appeared on October 30th, 2009:
- Instant !dea (Facebook 101 )
So…you have a Public Profile or Fan Page, what’s the address?
Is it a little difficult to put www.facebook.com/pages/Gales-Ferry-CT/The-Chamber-of-Commerce-of-Eastern-Connecticut/63932534024?ref=ts on your business cards?
Don’t worry, Facebook has developed a solution — usernames. Both public profiles and personal profiles now have usernames (such as facebook.com/mirandacreative) and it’s easy to engage them.
The first stop is at www.facebook.com/usernames. There you will be prompted to select a personal username or to set usernames for public profiles that you administrate.
A few things to remember:- Once you set a name, that’s it…for the entire future of either public/personal profile. So, think carefully before you choose something silly like facebook.com/ilovemykitties, for it may appear on your resume some day.
- To qualify for a username, your public profile must have a minimum of 25 fans, there are no qualifiers for usernames on personal profiles.
- Be prepared with a few options, for many names are taken.
- Odd characters such as “_@!” are not allowed.
- All other details can be found on the username link as noted above.
As appeared on October 23rd, 2009:
- Instant !dea (Don’t be Antisocial )
Tag….you’re it!
Ever been in line for ice cream, planning on getting your usual “vanilla,” when the customer in front of you orders “decadent chocolate”? Next thing you know….you find yourself being a little “decadent” yourself, a few moments later. Social media is much the same. Your friends become a fan of something…and you might soon follow. Others are attending an event…and you may be drawn to it as well.
One application in Facebook that enhances the “social” aspect of this media is “tagging” photos/videos. This application, accessed in the photo/video album tab, allows you to click on the face of anyone in an image and to enter their name (or select a name from your friend list). In the image to the left, our lovely colleague, Rachel, illustrates this process.
While this may appear like captioning a photo, what really happens is much more interactive. First, the “tagged” friend is notified that they appear in a photo. Next, friends of friends are notified that someone in their circle of contacts appears in a photo album.Before you start quoting “Big Brother” and George Orwell, tags can be removed and the circle closed. So, don’t worry, that image of you in high school with a bad mullet, can remain history. However, current images of you serving on boards, volunteering at days of caring, or networking at a business after hours event, are great opportunities to “tag” a little piece of free public relations…social media style.
As appeared on October 9th, 2009:
- Instant !dea (New Technology/Consumer Behavior)
Is your website ready to deliver the 411?
Quick…what’s your address?
While looking at our Instant !dea this week, please take a moment to open your website in a separate web browser window and confirm that you have an address, phone number and email address visible on the home page.
Next, confirm that this information is text and not art. (Not sure? Try to highlight the phone number, if you are unable to do so, it’s art.)
If this critical information is embedded in art it will not be readable to a growing community of smart phones such as iphones, or Blackberries. Contact information that is an art element may be visible on the screens of these small devices, however they will not be interactive, meaning, a growing pool of iphone fanatics…no matter how many applications they have… won’t be able to simply click and dial your number…or click and email you that order you’ve been waiting for.
Also, because some visitors to your site may be from outside the region (or soon, in another part of Connecticut), be sure to include your area code to make dialing easy.
If this Instant !dea has given you instant angst, because your site doesn’t have this information and isn’t designed to accommodate it, a simple solution is to do a lower level navigation bar at the bottom of the site, where many site visitors intuitively look for this contact information. If you really want to do business, expand this idea to every page of your site, or consider adding a functional directory of frequently called numbers.
As appeared on October 2nd, 2009:
- Instant !dea (New Technology/Consumer Behavior)
Are you in a position to take advantage of Global Positioning Systems (GPS)?
Quick…what’s your address?
If your answer includes a Postal Route, Postal Box, or suite within a larger complex (such as Building Nine/Megamall Plaza), you may need to rethink your answer to something much more specific…and street level. For, to the 39 million GPS devices being sold this year alone, you’re literally…not on the radar.
This can also be the case for local highways, such as Route 85, Route 12, or Route 32 to name a few. While Route numbers can be consistent for miles and are ideal for verbal/written directions, your Garmin (Magellan or TomTom) is a little more precise.
Route 32 for example, is West Thames Street in some areas, and Norwich/New London Turnpike a few miles further. Therefore, to list your address as 999 Route 32, when it’s really 999 West Thames Street, may be effective for those familiar with the area, but not for those seeking to plug in an address and go!
So, take a moment and put yourself in a much better position to direct visitors…or even local geeks… to your front door.
As appeared on September 25th, 2009:
- Instant !dea (Managing Media Effectively)
Agricultural Fairs — the place to earn your “blue ribbon” in marketing.
If you think Agricultural Fairs are about horse pulls and quilt contests, think again. This year, The Woodstock Fair, with annual attendance around 250,000, welcomed 15% more visitors than the year before. And, as you read this week’s Instant !dea, thousands of people are eating blueberry pie in the Maine building of the Big E (Eastern States Exposition). Shortly thereafter, those sticky fingers will be picking up brochures that influence where these fair-goers spend their next vacation... or spend discretionary income.
These fairs (more than 50 Statewide, including local, district, regional and 4-H) do honor agricultural traditions, but are also about building relationships with consumers unlike any other tradeshow opportunity you can imagine. Fairs draw a wide-ranging demographic, while at the same time, allow exhibitors to select events to reach specific communities.
For the most part, booth/exhibit space is reasonable, however the hours are long and a well-thought-out plan for labor and visitor interaction should be considered. If you’re considering attending regional fairs as a form of marketing, good for you. Here’s a few Instant !deas to assure you win first place:
- Be informed. Visit www.ctfairs.org to pre-order their annual directory of shows, and visit shows as attendees to scout good locations (sun/shade).
- Be early. Space goes fast in many shows...some are sold out on closing day. If you’re interested, don’t delay.
- Be organized. Plan for affordable give-aways, free samples, comfortable attire and rotating team members. Booths with interactions (face painting, free massages) are recalled best.
- Be realistic. It will be rare to close a sale at an Agricultural Fair, but you can (pardon the pun) plant some great seeds.
As appeared on September 18th, 2009:
- Instant !dea (More creative with less.)
Happy (and Rehappy) Holidays!
We’ll be taking our year-end photo here at Miranda Creative in the coming week. Since whisking off to a snow-covered peak is not in our plans, we’ve bought soap flakes in bulk and will try to look brisk, while melting in our parkas. Our point is this — if we’re thinking about our annual greeting, so should you — and if you’re planning on expending time and resources for this greeting, consider getting year-round benefit.
Some clever examples we’ve produced and received have included all sorts of calendars from those that nest in CD holders to file-cabinet-friendly magnets. Gifts that arrive month after month, such as magazine subscriptions to fruit/flowers, are ideal choices if your giving list is small, but meaningful. Logo based items that remain on desktops or keychains are worth exploring, with items that can be mailed, always topping our list. Many Chamber members offer gift cards…some of them rechargeable. A favorite coffee shop, and a bottomless cup of coffee from you, would bring your company name to mind every morning…and business to your door soon after. We know it’s not October yet…but it’s never too early to say… Happy Holidays!
As appeared on September 11th, 2009:
- Instant !dea (Social Media)
Get a life…a Second Life that is.
If your target population is 13 – 25 years of age, it’s time you explored Second Life.
For those of you not familiar with this role-playing game/program, Second Life is a 3D virtual word imagined and created by residents. Before you dismiss this idea as a group of geeks making up a life, because they don’t have a real one – be aware that this virtual world is generating some real dollars. President Obama’s team ran an entire virtual campaign, complete with a virtual headquarters…to gain real votes. Recently, the prestigious Bryant & Stratton College with 14 campuses in four states held a Second Life graduation ceremony for online students who attended school via this portal. Restaurants, vacation destinations, libraries are all setting up shop in the virtual world and gaining real customers. We hope to be hosting a seminar on this topic in early 2010. Further information will follow.
As appeared on September 4th, 2009:
- Instant !dea (Social Media)
Project a more powerful…powerpoint
Spent hours building a compelling presentation?...For a group of 6 people?
Not to worry, your efforts did not go to waste. There are now many options for sharing your presentation on Facebook and LinkedIn among other social media sites. Applications such as SlideShare, allows you to post your presentation (usually up to 5MB..sometimes more) on your profile. Once the presentation resides there, you can then share your brilliance with contacts via a link, refer to the slides in other forms of marketing, or access the document remotely when doing an onsite visit.
This Instant !dea is one that’s ideal to share with any job seekers in your contact circles. Case studies, portfolios or expanded resumes can be presented via this social media tool.
As appeared on August 28th, 2009:
- Instant !dea (Websites)
How about a little HTML with your Friday coffee?
When was the last time you visited every page of your website?
Be honest.
We know, it’s much like taking a good look at your lawn – green from a distance, but up close and it’s not lawn, it’s clover.
The good news, the more often you review your site, the easier it gets. Our suggestion? We call it “Friday morning…cup of coffee” – meaning, we suggest that on Friday mornings (or the same day each week), while sipping the first cup of coffee for the day, you review your site sipping your way through that java. Look for dated news and photos, inaccurate phone resources or incomplete service listings. Pass along this list to your web developer or take on these changes as you come across them. When the coffee’s gone, step away and pick up the rest of the site next week. Do this maintenance task every Friday for a few minutes, and your site will appear timely and fresh on a regular basis.
As appeared on August 21st, 2009:
- Instant !dea (Feeling antisocial? We can help...in an instant. )
With more than 250 million users (nearly 1 million in Connecticut alone), Facebook is a communication and marketing option that businesses and non-profits can't afford to ignore.
Miranda Creative, a trusted name in innovative marketing, develops social media programs that help organizations integrate Facebook, Twitter and other options, effectively and affordably.
In support of our fellow Chamber members (and based on some common requests), we have created an entry-level social media package that offers a combination of design and sound advice. Introduced in this month’s Chamber mailing, our $650 package includes a Public Profile (also called a Fan Page) on Facebook, coordinated Twitter presence, training and fan-building ad placement.
If you want to be part of this dynamic “conversation” but don't know what to say, don’t be antisocial, click here for more information, or find us on Facebook.
As appeared on August 14th, 2009:
- Instant !dea (More Creative with Less)
Mom was right…write a thank you note.
We have a modest tradition at Miranda Creative, now and again (not as often as we’d like), we take our team meeting time and dedicate it to a “Group Gratitude” session. We each pick a client, vendor or industry peer that has made the creative process better over the past few months and we send this person/team a hand written note, thanking them for the support. Sometimes, we get a hand written note back, thanking us for the thank-you note.
When this happened for the first time, we absolutely knew this was the right thing to do.
It’s the right thing for your organization as well.
With most businesses generating 80% of their business from just 20% of their customer base, taking the time to say “thank you” will go a long way to keeping that client coming bank.
As appeared on August 7th, 2009:
- Instant !dea (Social Media)
Customize your Twitter background...with information, not just art.
Twitter offers great resources for creating custom backgrounds and colors to reflect your brand. You can match your logo colors using web-based values, import a custom photo, and refresh these combinations often to reinforce your message. You can of course customize your avatar (the graphic that represents your postings) as often as you like as well. However, truly savy “Twitteratti” (experienced Twitter users) are customizing their backgrounds with Photoshop files that contain easy-to read contact information or other helpful text. We first came across this with the alpha user Mashable (Peter Cashmore) and have used it on our client pages ever since. It’s an ideal way to increase the limited bio/profile information that Twitter supports with other details such as hours, special offers or mission statement.
As appeared on July 31st, 2009:
- Instant !dea (More Creative with Less/New Media)
Get animated with Animoto.com
Are your Powerpoint presentations getting a bit stale? Early this year we discovered the user-friendly resources of animoto.com and have been having fun ever since. While absolutely not professional videos, “Animoto shorts” offer great options to deliver photo/text montages that are perfectly timed to music. Simply upload your images — these could be photos or text-based graphics — next, add a soundtrack that you have the copyright to use, or one that animoto.com provides. Images are then automatically mixed (in the order provided) to complement the music. Presto! Instant video. $99 for 3 months and unlimited videos. To see a sample of an animoto video on our website, click here.
As appeared on July 24th, 2009:
- Instant !dea (Search Engine Optimization)
Direct your attention to directory listings.
There are many variations that improve organic (non-paid) search engine results. One of the leading drivers to the top of the key word results are external links to your site from various directories. Options include: Yahoo!, Local Listings (Google), Yellowpages.com and of course the Chamber’s directory to name a limited few. For some businesses, peer organizations, clubs and licensing authorities would be included as well. Taking a few moments, one afternoon, to review various maps/directories is time well spent. It’s a good idea to do so at least 2x a year.
With millions of smart phones projected to be in consumers’ hands next year, be certain that phone numbers, locations, and all services (out with old…in with new) are accurately listed and updated to assure that clients and customers navigate to the appropriate location. Many listings include links to websites and emails, so check to confirm that the links are valid (A SITE REDESIGN WILL BREAK LINKS) and that the email address is correct as well.
As appeared on July 17th, 2009:
- Instant !dea (Social Media/ Facebook)
A gift that keeps on (virtually) giving.
Facebook has hundreds of fun applications to engage the more than 200 million users of this booming social media tool. OK, there are the totally time consuming and playful options such as “Mafia Wars,” but there are also some options that can have a clever marketing twist.
Locally there are two examples that we’ve seen in use: Mystic Stuff and Norwich 350 Gifts. Fans of these communities are exchanging virtual gifts such as “Slices of Mystic Pizza” or “Roses from the Norwich Rose Garden.” While at first you might question the purpose of these virtual gifts, it doesn’t take long to realize, what’s really being passed around with these make-believe items…REAL branding.
We explain this in gifts and other applications in greater details at our social media lectures.
As appeared on July 10th, 2009:
- Instant !dea (New Media)
In a flash — animated banners with countdowns track better. From NASA to New Year’s Eve, consumers pay attention to countdowns. Consider applying this approach as a method of making online advertising banners more engaging with countdowns. Headlines such as “30 more days until our outdoor park opens”...”Just 10 more days of this record low interest rate,” are some quick samples.
Countdown banners create a sense of urgency and excitement if cleverly presented. The really good news is that based on our experience, the process can be automated and this simple way to refresh content improves awareness and retention.
As appeared on July 2nd, 2009:
- Instant !dea: Put your website …in plain sight
Many organizations spend valuable resources on their website, but often overlook methods of sharing the website address on high profile locations, such as an entry sign. To help find such missed opportunities, we suggest that clients walk through their buildings or campus, digital camera in hand. Document with photos, current signs or locations that could accommodate the addition of a web address. Some common new discoveries include elevators, the back of visitor badges and mirrors.
Add web addresses to existing signs affordably with a small marquee that hangs just below the current sign, or with simple vinyl lettering than can be applied to any surface, including vehicles. Don’t overlook bulk mailings you have underway as well— a small, colorful sticker applied to the exterior of the envelope would be well noticed also.
As appeared on June 26th, 2009:
- Badda...Bing! We interrupt our previously scheduled Instant !dea with this special posting:
On June 3, Microsoft went fully online with Bing — a web search engine that is being billed as a “decision” engine. Formerly called many things, among them Windows Live Search and MSN Search, Bing offers an alternative to the overwhelming search leader, Google.
Notables include a real-time listing of search queries that are easily accessible (no more scrolling through “histories”) as well as the ability to save/share searches via social media (ie, Facebook) and email.
Will these options, along with daily changing background graphics and videos that play within search results, draw market share from Google? Hard to predict. However, with Microsoft’s commitment to “spend whatever it takes” to push Bing to the forefront, businesses of all sizes should pay attention.
Specifically, we suggest that readers of this Instant !dea, take a moment to visit bing.com and take two actions (under “webmaster tools” upper right corner of page) :- Be certain to submit your website domain (url). While most sites are known, it’s a good practice to be sure any search engine can locate you.
- Review/enhance your business listing to drive more traffic and improve search results. Add details from hours to payment options, as well as photos of your organization to enhance listings. Confirmation of information required will be done via phone by Bing, so you should address this task while at the office.
As appeared on June 19th, 2009:
- Instant !dea (Social Media/Public Relations)
Hero today…zero tomorrow - keep track of your social standing. Dominos Pizza may never be the same again. Two teens and a video camera left that brand in ashes. Don’t be caught unaware yourself. What is your community saying about your organization, the quality of your service…the value of your products? Social media sites, such as twitter.com, offer search options (search.twitter.com), however visiting each resource independently can be very time consuming. With resources such as trackur.com ($18.00/month), you can now keep track of your brand (and other keywords) as they appear on blogs, social media, etc. In addition, if it’s important to track consumer comments, it’s also important to have a plan prepared to address issues. The Dominos video noted above, went from very few views… to millions of viewers in a matter of 24 hours before action was taken and the video removed.
As appeared on June 12th, 2009:
- Instant !dea (Social media/websites)
While it may be tempting to post your most recent TV spot to your website, consider that visitors to your site may already be well familiar with the ad, for it’s what led them to your site in the first place. A more popular idea takes its cue from the website expertvillage.com – a website completely dedicated to tutorial videos. Convey the talent, experience and value of your organization by providing simple videos that offer sound advice. A physical therapist, for example, may walk through a common home and point out efforts that can be made to avoid slips/falls; while a florist may demonstrate the best way to keep cut flowers looking fresh longer. Don’t forget to upload these videos to Facebook, YouTube and Flickr.
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As appeared on June 5th, 2009:
- Does your organization have a magnetic personality?
If you have employees that commute daily, a company fleet of any size, contract couriers, volunteers or even a community of home-based providers, a modest magnet on the back of any of these vehicles is not only a point of pride, it’s also a mobile brand message. Creative options include Euro-style white ovals, fun shapes such as stars, hearts or puzzle pieces, as well as multiple color options to complement any car. They need not be large to be effective, often a logo and website is more than enough to get the attention of a fellow driver while pausing at a red light. Magnets vs permanent bumper stickers will be popular in this era of leased vehicles.
Of course, not every team member will support this idea, but if done right, such as a magnet provided at orientation, employee appreciation event, or even paired with a coffee gift card, will help gain the grass root support you need.
As appeared on May 29th, 2009:
- Operators are standing by: Chat live – and close the deal.
Surveys indicate that a growing portion of the population prefers text messaging or live chat when seeking information. It could be privacy issues (not wanting to be overhead at work) or frustration with voice mail loops.
Businesses of all sizes can take advantage of this trend by embedding a “Live Chat” function on their website. For those not familiar, a chat box is a real-time window where parties share a common text messaging box.
There are many affordable options and they are easy to engage. Many of the common reservations for using this new technology, (ie, “We’re not open twenty-four hours,” or “How do we control the responses?”) can be addressed by having live chat available during business hours only, or by preparing in advance a standard collection of answers to frequently asked questions.
Without a doubt, providing timely access to information can convey service and commitment to potential customers.
As appeared on May 22nd, 2009:
- More Creative with Less/New Technology:
Text this poster...today!
Cell phones and cameras are now one in the same. One of our favorite ideas is to develop posters that are cell-phone-camera-friendly, encouraging photo-taking and sharing of the poster image from phone to phone (or posting to Facebook). From event reminders, to employment open houses, sending a photo is easy and fun. Keep the type large and the design simple. Ideal for elevators, or busy bulletin boards.
As appeared on May 15th, 2009:
- More Creative with Less/Website:
Print this page AND print this message while you’re at it.
When programming a template for a ‘printer friendly’ page of your website, don’t just stop at a logo.
Consider adding content that will emphasize a marketing message — convenient locations, standard discount offer, loyalty club or other promotional message. Changing this template can be time consuming depending upon the programming on your site. It’s best to plan for quarterly updates. Consider the timeless nature of the message when developing a plan.
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As appeared on May 8th, 2009:
- Marketing Minute (More Creative with Less):
Push the Envelope…every time. A fist class stamp for a typical #10 envelope is .42 cents. (more come MAY). Mail just three pieces and you’ve spent as much as a 20 oz serving of coffee from McDs. Why would any business not maximize every envelope, up to the 2 oz. limit? From inserts to our favorite – a bright external sticker, every pieces of mail should work for you. Most effective options are timeless messages, such as website address, pending seasonal sale or ongoing fundraising efforts, that could be printed in bulk and then used over a period of a few months, costing less per unit. A variation on this theme would be for organizations to exchange stuffers (ie, insurance agency and auto detailer) to increase exposure for both.
As appeared on May 1st, 2009:
- Instant !dea (Search Engine Marketing/SEO):
You need stats…STAT. What key words are visitors using to find your site? What key words are popular for your industry? Are they coming from Google, Yahoo or by typing in the address directly…called direct referrals? If you don’t know the answer to any of these questions, or even the basics of how many visitors your website is tracking each month, you need a stats tracking tool…and right away. Now, before you go running to Google Analytics, make sure your current hosting service isn’t already offering such stats (most do). If you find this is not the case, or the stats are lacking in details, visit www.google.com/analytics. There you’ll find easy-to-following instructions for adding a line of code to each web page that then acts much like a turn style at a baseball stadium. Be sure however, to change privacy policies to reflect the addition of this tracking software.
As appeared on April 24th, 2009:
- Instant !dea (Managing Media Effectively):
ROI begins with Q&A. Every day a member of Miranda Creative gets asked this question: “What’s the most effective way I can promote my…?” We respond by asking, “When you interview current customers, asking how they learned of you, what’s the most common answer?” It’s surprising how few businesses practice this simple “return on investment” measure to determine the value of any promotional resource. From the cash register to the intake phone call, there are many simple opportunities to perform this one-question survey, and simple ways to track responses. From high tech Customer Relationship Management (CRM) tools, to low-tech note pads with “x’s and o’s” the goal is the same. Did ad “A” or ad “B” draw more people? While it can be frustrating to consider time and knowledge lost, start asking TODAY and in a matter of months, you’ll have a much better handle on your business.
As appeared on April 17th, 2009:
- Instant !dea (Social Networking):
More than ever, a picture IS work a thousand words, especially when it comes to social networking. Your (hopefully) smiling face will accompany a thousand words..or more… as you communicate to friends, links, followers, fans and readers in this emerging media. While no one is suggesting that social networks were designed to appear like a boring, yearbook page, it does make sense to use a portrait or icon that reflects the image you wish to portray. Take a moment to consider options that include wearing a corporate logo shirt, an attractively lit picture and even seasonally changed images that refresh and draw attention to your profile. If in doubt, seek the services of an experienced photographer and put your best…face(book) forward.
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As appeared on April 10th, 2009:
- Instant !dea (More Creative with Less):
Every day, current customers and potential customers call your voicemail greeting or wait to leave a message in your voice mailbox. Consider updating or customizing this greeting for seasonal or current marketing efforts. Celebrating a significant anniversary? Participating in upcoming trade shows? Announcing a new program, award or ranking? Your voicemail system is a great resource for sharing marketing messages with the ideal audience. Just be certain to update with regularity and keep the message brief – no more than a few seconds. (Additional hint, frequent callers may appreciate a reminder now and then on how to bypass a greeting to leave messages).
As appeared on April 3rd, 2009:
- Instant !dea (Search Engine Marketing):
Have you put your company on the Map? Google or Yahoo maps that is? Both browser are common in their options, inviting you to enter the basics, or add more information including hours, payment options, etc…all designed to enhance the information a potential customer will learn when they search Google and /or Yahoo maps for directions and details. Did you know you can enhance your map listing with photos or…better yet…encourage happy customers to write positive reviews. Keep in mind that online maps, such as this, will become mainstays with portable devices such as iphone and blackberry all capable of accessing maps through various applications called “apps” for short.
As appeared on March 27th, 2009:
- Instant !dea (More Creative with Less):
It’s humble, — normally boxed in. It’s small — only 3.5 x 2” in dimensions. And, it’s well beyond old school, dating back a few centuries. However, this little marketing tool has played a modest role in closing just about every deal. What is this small but might marketing weapon? Your business card. Consider that every individual in your organization or board should have one and be encouraged to share them. Not only does this reinforce that marketing is a universal responsibility, having a card instills a sense of pride/ownership. At Miranda Creative we practice “two cards a day” and over the course of one year, share more than 1000 messages with potential clients…for pennies a day.
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As appeared on March 20th, 2009:
- Instant !dea (Social Networking):
Facebook is about more than faces. The social networking tool facebook offers the ability to establish profiles, which is a familiar process to many. However, not as commonly known is the ability to establish a facebook page. This micro website distills information about an organization to just the highlights – such as location, description, photos, videos, upcoming events and for those that have time, blogs/news. What’s important to note is that a page is searchable within the facebook community and fellow members (at latest count, up to 90 million active users) can become “fans” of your pages and sign-up for regular updates. In the old days, we would call this a qualified lead list. Today, just call it amazing.
And...a word about advertising:
Facebook (FB) ads are not just for tattoos and wrinkle removers. Your local business can get a piece of the action. Using simple templates provided, target your message geographically — isolating States (nearly 400,000 users 21+ in CT), towns (compared to appx 1,000 in New London) or multiple towns. Drill down even further to locate employers and keywords such as “submarines” to find members of the active military.
Pay by impressions or by actual click-thrus. Test multiple messages or themes and monitor them easily through tools FB provides. To learn more, scroll to the lower left hand corner of your facebook profile and click on the FB icon that indicates pages/ads. All you need to know can be found there, but if you need some specific support, we’re here to help.
As appeared on March 13th, 2009:
- Instant !dea (More Creative with Less):
Do you have a trade show booth or other outreach display? Is it sitting in a storage closet or maybe the trunk of a car? Put those marketing dollars to better use. Take your display out of the box and use it in your waiting room, lobby, or conference room. If you have none of these options, consider installing your display at a high-traffic location in your network of contacts. This might be your bank, client, or a local non-profit that is willing to share their traffic for a modest donation (such as a local theater.) You may also find a fellow Member willing to exchange booths for a chance to reach different markets (A physician office and car repair company would be a good pairing for example, each have waiting areas).
As appeared on March 6th, 2009:
- Instant !dea (Search Engine Marketing):
You CAN tell a website by its title.
While every search engine expert has a different opinion on the MOST effective thing you can do to improve your search ranking on Google and other engines, content of page titles is close to the top of on everyone’s list.
What’s a page title? It’s what appears in the view bar, on your website, above your sites’ URL (www.domainname.com). Your title page should contain words, often called key words, that might be used to search for your company. If you’re an attorney for example, the title page for your home page might say: Legal Eagles Inc., :: Family Law | Personal Injury | Estate Planning :: Eastern Connecticut. It’s possible to adjust the title page of every landing page in this way.
Questions regarding Instant Ideas? Send an email to engage@mirandacreative.com
