Τhe ultimate Expo experience

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780_D23EXPO ASillySymphonyCelebration_0How do you turn imagination and cartoons in a huge commercial event? You will definitely need Disney as a partner. I knew about the amazing parks, the very creative websites which I have mentioned in previous posts, the all time classic cartoons but I just came across the ultimate Disney event: D23 Expo 2015 . 780x463-Parks-And-Resorts-WDI-001

I borrowed some information from the “about us” page: Since 2009, the bi-annual D23 EXPO has celebrated all the magic, wonder, and adventure of Disney at this remarkable gathering created especially for you, our most passionate and loyal fans.

Shows, events, sneak previews, special screenings, characters, time travel through the historical creators of the movies make the ultimate experience. I have said that before but I feel that the more we go digital, the more we will seek for more real experiences because they are the remarkable ones. We do not usually say, “I remember that time I went online and…”.

I feel that this Disney Expo is a great model of what it means to create a whole universe of commercial and cultural experience, which might seem to address to children in the first place but it’s pretty much for everyone.

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Coupons & SEO

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I never thought about these two things together and that’s why I thought it was a new take on what I read so far about digital coupons and digital campaigns.

Drew Hendricks in his article presents some really interesting numbers and views like the idea that online coupons might be the way to support and enhance an SEO campaign or a general digital marketing campaign. “…an astounding 3.6 coupons were redeemed in 2010.”

…those who receive coupons are 11 percent happier than those who do not.”According to Dr. Paul J. Zak, a professor of Neuroeconomics at Claremont Graduate University

Few tips on how to use digital coupons:

– Coupons is the best way to bring in new customers by making them as visible as possible.

– Coupons is also the best way to say “thank you” to the existing customers.

– If it’s cool I want to share it! Customers want to say to everybody that “Hey, I just had the best deal by this brand”. What we need to do is giving a deal worth sharing.

Combining coupons with marketing

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I was surfing around the web and I came across a really interesting tip-article -as I love naming them. It’s written by Drew Hendricks. The main idea presented in the article is that people no longer wait for coupons to randomly be found in their hands like it used to be. Instead, they are trying to find new ways to have more coupons on mobile apps and other digital media.

Few of the ways that are mentioned in the articles are:

– Using e-mail as a channel to communicate with the customer as well a way to provide the initial coupon with a code.

– Make the coupon visually appealing! Yes even if the customers do not realize it, they like good designed thing and the same applies for coupons.

– Deliver localized offers by using geo-targeting.

– Texting is still cool! “To ensure text campaigns are as effective as possible, create a feeling of exclusivity. Let customers know that by receiving these messages, they are privy to discounts not offered to those who aren’t a part of the text list.” Drew Hendricks notes. 

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More channels & closer to mums

Thérèse Mulvey, vice president of marketing intelligence, Valassis gives a really thorough point of view of mothers and their community. I quote as an introduction to this post: “…Marketers should take the opportunity to not only appreciate moms, but also reflect on and learn from what makes them so special. As it turns out, the same things that make mothers so important are also responsible for making them the ideal multichannel demographic.”

We have discussed in various posts the importance of listening to mothers, the power of their opinion which can be the major input for all of us who create content for them. Of course when we produce content we want to serve it wherever our receivers are, which means we will have a multichannel approach.

Below are few key points we need to keep in mind while designing and creating for mums:

– “Moms are a powerful economic force—in the workplace and in the household.”

– “The effort that moms put into planning their purchasing decisions also makes them especially important to marketers.”

– “Moms are the ideal multichannel consumer”

Read more on DM.

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Global and local at the same time

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Thinking about expanding your business? Going global includes the most important challenge: Understanding deeply every single country you are in. Localization is the key for success for global brands.

shutterstock_144900949“Since the Johnson & Johnson-owned site claims to reach 40 million moms across 14 countries, BabyCenter’s editorial and tech teams craft unique content to target each of its markets.”

We are following the same strategy for our own content site Babyspace.gr. It’s a really creative process during which we learn new things everyday about different cultures and places.

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Linda Murray, svp, global editor in chief of Babycenter states that “It’s important to have someone in the country and a native speaker who understands the mindset of the market and the very practical differences of health systems, legal systems, culture and tradition,”.

Below you can read some really interesting statistics as mentioned by  Lauren Johnson.

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Database Marketing Tips

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 writes down some really useful tips on how to keep your database like a treasure and make the more out of it. 

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  • 1. Keep Your Databases In The Right Format
  • 2. Organise Your Databases Properly
  • 3. Create The Right Messages
  • 4. Assign Salespeople To Prospects Close To Buying
  • 5. Stay In Touch
  • 6. Analyse Your Activity
  • 7. Replenish Your Databases
  • 8. Collect The Right Information
  • 9. Use The Right Tools
  • 10. Don’t Forget About Existing Customers

You can read more here: Social Garden

Innovating while keep sending e-mails

 presents some great tips and statistics to keep in mind while organizing and managing e-mail campaigns during 2015.

1. According to MarketingProfs , 122,500,453,020 emails are sent every hour So we can say that people actually use their e-mails for multiple purposes. The e-mail inbox is a great personal channel –I see the things I really want to see. 

2.  Email is nearly 40 times better than Facebook and Twitter at acquiring customers. (McKinsey & Company). Working with an e-shop in the past I can tell that email campaigns was the most successful way to communicate offers, great deals and new products. While on Facebook you see a post among too many other fancy things, when you are in the mailbox you know for sure who is the sender so you open it to see specific things.

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3.  The volume of email marketing rose by 15.5% in Q1 2015 compared to Q1 2014. (Experian Marketing Services). Well this is good news, we should consider being more creative with email marketing.

4. Seventy percent of people say they always open emails from their favorite companies. (Exact Target). Even if I am not ready to buy something, I will always open emails from my favorite brands and e-shops, because I want to see what’s going on and make a list for future purchases.

5.  Sixty-one percent of shoppers say they like to receive promotional emails weekly; 28% want them more frequently. (MarketingSherpa) I receive emails in various frequencies, once a week once a day, one every two days but I am ok with that since I get used to it.

6. If an email does not display correctly, about 71% of recipients will delete it—immediately. (BlueHornet) This is true, because I feel that the company doesn’t pay enough attention to me and they don’t create a good-working communication.

7. 53% of emails are opened on mobile devices; compare that to less than 20% about three years ago. (MNSearch Summit) I think this is a result of the general shift to mobile devices and since it’s a result of statistics it’s good keeping it in mind.

“Physical ads held that attention longer”

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When we watch an ad on the street or on a printed paper, even if we like it or not we take some time to process it. And if it’s left on the table for a while, we might look at it again and think about it a little bit more.

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I had some flyers in my car and one day I realized one of them was actually interesting and I was thinking about it. A Temple University neuromarketing study comes to inform us that, “direct mail tops digital media for engagement time, recall, and ultimate purchase.”,  presents in his article.

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“Digital ads seized the attention of consumers quicker, but physical ads held that attention longer, elicited a greater emotional reaction, and played a more direct role in ultimate purchase decisions.”