iphone-for-texting-survey1Text campaigns can be used in multiple ways.  We have used it as a way to interact with healthcare workers who do not have time to access their office email frequently and for extremely loyal fans who want immediate, actionable interactions. Here are some things you should know about text campaigns.

1.  Create an Opt-in Campaign.  To develop a database, you will need to recruit participants through other channels.  In our instance, we used social media, direct mail and internal communications within hospitals – posters, digital media, flyer and table tents.  It is important to create a compelling reason for individuals to give up their privacy and allow your messages in.  We developed a giveaway for those who participated.  We also gave them clear communication on what to expect and why we were requesting their information.

2.  Have a clear call to action.  SMS campaigns are driven by 2 factors – the keyword and a short code. The keyword should be easy to remember for the brand.

3.  Make the offer easy to obtain.   Give them a promotional code in the message to use when they appear in your store/restaurant/site.  Make the landing page relevant to the SMS message if you send a link. Since some 50% of your subscribers will be responding via phone, make sure your page is responsive and clearly relates to the message you sent.

4.  Pay attention to frequency.  Ideally 2-4 texts per month is enough.  In fact, it is good to include your frequency in the “auto reply” to your keywords with something like “receive up to 4 text messages per month.”

5.  Respect your audience.  Realize that the persons who respond are really loyal to your brand.  Your text campaigns need to provide more than just selling messages.  Not all of the communication needs to be transaction-based.  You can provide helpful information to them, provide services not available to other consumers, send reminders, or invite them to events.

6.  Leverage the immediacy of texting.  A reminder of an event the day before, a news alert of a special need or weather closings are examples of the type of immediacy involved in text campaigns.

7.  Provide consistent communications.  Using the media consistently is important.  If you go months without connecting via SMS is likely going to cause a high unsubscribe rate with every send.  High profile brands typically send one text a week.  Every brand should develop their own optimized frequency.

8.  Measurement of campaigns.  Here are some types of metrics that can be used to measure your campaign – Subscriber Growth, Subscriber Churn, Keyword Engagement (using different keywords for different media to identify performance), Redemption Rate, and Cost per Redeeming Subscriber.

Mobile texting campaigns are a very private way to communicate with your consumers. And texting campaigns are a way to create stronger loyalty and engagement.  Go ahead and try it out.

GTY_Super_Bowl_ER_160201_12x5_1600Super Bowl 50 drew the third largest audience ever, just behind the 2015 and 2014 Super Bowl match-ups.  This Super Bowl also set another record – for the first time, national ads ran in the same spots on television and live stream, showing the importance of streaming coverage.  Research suggests that one in three consumers now watch live sports on a device other than a traditional television.  Cord cutters are struggling to see the relevance of TV in their world.

Super Bowl still has an amazing allure to those who want to watch the game in a social setting with family and friends. “Appointment viewing” still holds up well against digital streaming, because the social aspect is such a huge part of the experience.  In fact, the largest ratings are around the half-time show are as large as the game, with blockbuster performances by Beyonce, Bruno Mars and Coldplay.

This year’s Super Bowl posted significant  numbers when you look at the actual streaming coverage.  According to CBS, streaming coverage of the game on CBS and NFL properties averaged 1.4 million viewers, and viewers consumed more than 315 million minutes of coverage across laptops, desktops, tablets, connected TV devices and mobile phones.

The Super Bowl has managed to continue to capture an amazing television audience when television viewing is changing at a fast pace.  What does that mean?  Well, online audiences are an important part of the viewing audience.   Recently an NFL game aired exclusively on Yahoo and the NFL is looking for a digital partner for the Thursday Night Football.

The rights to the Super Bowl are tied up by the networks until 2022, but after that time, this last bastion of appointment viewing might look mighty different.  We might be tuning in to Hulu, Netflix or Apple for our annual football fix.

Screening-Trends-and-Predictions-for-2016We all need an array of productivity tools to help us work, share and survive our hectic marketing life.

What’s on our list?  19 Things we can’t live without!

1.  Buffer.  Okay, refer to our story on Buffer.  Buffer allows us to post content to multiple social media platforms in one easy click.  There’s even a handy browser tool that allows you to post while you are reading.  Link all your social profiles and share immediately or schedule posts for later.  Also Buffer has a beautiful social media image creation tool called Pablo.

2.  Socialoomph.com.  Our secret tool.  Socialoomph also allows us to post and schedule content as far in the future as we want, and as often as we want.  When friends say, “I see you on social media all the time; I don’t know how you do it,” I just smile and say thank you!

3.  Latergramme.me. This tool allows you to schedule your Instagram posts in advance.  Once your posts are scheduled, you only need to publish from your phone.

4.  Feedly is a news reading app that delivers news from RSS feeds.  I am still missing Google Reader but this is a good way to harness quick access to articles.

5.  WordPress is the blog platform I use for both LipstickEconomy.com and our website.  We have used WordPress for six years and often use it as the platform for websites we are building.  You can’t beat its open source platform and easy-to-use content management system.

6.  Google Analytics.  There are great new demographic and behavioral features in reporting now.

7.  FreeConferenceCall.com.  Yep, it’s free.  Conference calls for up to 100 people for six hours, although who would want to be on a call with that many people.  You can also record calls with MP3 playback.  Recording is helpful when you do interviews or don’t want to take notes.  We also use UberConference which has similar features and document sharing, also free.

8.  DropBox  and HighTail.  Dropbox is used for storing and sharing files and photos with clients and partners.  HighTail is great for storing and sharing large files easily.  We use HighTail for transferring large graphic files quickly and easily.

9.  Google Drive.  I use Google Drive for several organizations and clients where we need to easily share documents and files.  And you know, it’s free and awesome.

10.  Timetrade.com or ScheduleOnce are great tools for setting appointments online.  Excellent tools when you are scheduling interviews for groups of people.

11.  Grammarly or Hemingway.  Great tools for checking your grammar, your verbosity and your penchant for run-on sentences.

12.  Basecamp.  We use Basecamp for managing large projects with our clients.  Basecamp is considered the most popular project management software.

13. Emma and MailChimp for Email.  Why two?  Well, they offer different things for different clients.  Emma is changing constantly with great new features.  One of the things they offer is beautiful templates and custom creative.  Emma’s reporting is easy-to-read and they work well with franchise organizations.  Besides, they are a Nashville company!  Mailchimp is free for lists up to 2,000, good reporting, easy-to-build templates and cute illustrations of chimps.

14.  Canva and Pablo 2.0.  Both build amazing graphics for social media.  We love and use them both.  Powtoon is also a great resource for quick little videos with  templates ready for customization.

15.  SurveyMonkey.  Research is important for all businesses.  SurveyMonkey is good for informal research,  formal research and even collecting contact information.

16.  LinkedIn is both social media and a contact resource.  Download your connections to start your contact or newsletter list.

17.  Evernote.  Free note-taking app that is perfect for someone who saves everything.

18.  My iPhone.  My phone, my camera, my lifeline.  What else can I say?  Also a portable charger for traveling.

19.  Hubspot, Salesforce or Contactually.  CRMs for the real world based on the size of your business and pocketbook.

 

moms-to-do-list-no-do-listHere is some great advice from Fast Company on making those all-important To Do Lists.

Your brain is for thinking, not for storing a long list of random things you need to do.

“When you’re juggling a lot of tasks, things will fall through the cracks, and lists are amazing for keeping yourself on target and getting things done,” says Paula Rizzo, author of Listful Thinking: Using Lists to Be More Productive, Highly Successful, and Less Stressed.

As senior health producer at Fox News, Rizzo was used to creating checklists of questions and shots to get. When she started to look for an apartment in New York, she realized how important lists can be in all situations—but only if they’re used correctly.

“A lot of people want to be list makers, but they aren’t sure how to create lists that actually help,” she says. “The key is making the right lists and being strategic in how they’re used.”

Here are six lists that Rizzo says are helpful to business leaders, and how you can use them to be more productive:

1. A SPECIFIC AND TARGETED DAILY TO-DO LIST
While a to-do list seems like a no-brainer, Rizzo says too many people fail to set theirs up for success: “A daily to-do list needs to be specific and targeted,” she says. “You should only put things on a to-do list that you have the time and resources to achieve. And big goals and projects should be broken down into actionable tasks.”

The first step is to pay attention to timing: Write your list at the end of the day before you leave your desk. “Look ahead to following day and determine everything that needs to happen,” she says. “Identify phone calls to make, emails to send, and appointments you have. When you come to work in the morning, you’ll have a road map and can hit the ground running.”

When tackling the tasks on your to-do list, it helps to match the action with your productivity levels, says Rizzo. She takes care of tasks that require more focus, such as writing, at the beginning of the day when she’s fresh. Smaller things, like phone calls or emails, are put at the bottom of the list, to be completed after lunch when her mind is more fatigued. When distractions pop up during the day that could throw you off of your game, refer to your to-do list, and reset your intention for day.

If something doesn’t get done, reevaluate the task at the end of the day. “Ask yourself, ‘Did that belong on the list for today? Do I have the appropriate time and resources? Or can I give the task somebody else?’” Rizzo says. “Leaving items undone can feel like you failed, but don’t be too hard on yourself. If it’s still important, put the task on tomorrow’s list.”

2. AN OUTSOURCE LIST
Successful leaders and entrepreneurs often complete tasks they could have delegated because it will just take a minute, but just because you can do something doesn’t mean you should, says Rizzo.

“Menial tasks, such as uploading a blog post to WordPress or making travel arrangements, aren’t always the best use of your time and talent,” she says. “Look at everything on your to-do list and ask yourself, ‘Am I the only person who can do this?’”

LOOK AT EVERYTHING ON YOUR TO-DO LIST AND ASK YOURSELF, “AM I THE ONLY PERSON WHO CAN DO THIS?”
Anything that can be given to someone else should be put on an outsource list. While outsourcing takes extra time upfront to train someone else on the task, it saves you time later, which can be used to focus on the things you do have to do. The outsource list will become someone else’s to-do list.

3.  A LONG TERM GOALS LIST

Writing a list of long-term goals and dreams can help you achieve more, says Rizzo. “Even if you think it’s too big of a dream but it’s something you want, write it down anyway,” she says. “When you write something down, studies say you’ll be 33% more likely to do it because it sets an intention and puts a goal into action.  Create a long-term goals list for yourself and your company. Then create a reminder to review and re-evaluate it periodically.

“I set a recurring meeting on the calendar in my phone and review my list,” says Rizzo. “I cross off the things that have happened, add new goals, or delete things I no longer want to do. It’s a good exercise for achieving the things you want.”

4.  A PROS AND CONS LIST

When you’re making an important decision, such as forming a partnership or entering a new business venture, create a list of pros and cons. “This list makes you dig down deep,” says Rizzo. “And just because there are more pros than cons, it doesn’t mean your decision should be a definite yes.”

The best way to use this list is to write it down and leave it alone. “Come back to it the next day when your perspective is fresh,” says Rizzo. “It can also help to share your list with someone else or ask a friend or partner to help brainstorm more pros and cons. This list gives you the clarity you need to make good decisions.”

5. A PROJECT LIST
When you are working on a project with others, create project lists that detail tasks and assign responsibilities.

“This helps you avoid micromanaging,” says Rizzo, who suggests using online project management software, such as Asana or Basecamp. Projects can be broken down into actionable tasks and assigned to team members. Everyone can view everyone else’s progress, as everyone has access to all team members’ to-do lists.

“This eliminates the need for numerous emails that can become confusing, and everything about a project is contained in one location,” says Rizzo.

6. A TALKING-POINTS LIST
If you have an upcoming meeting or important phone call, create a list of things you want to discuss, so you don’t risk forgetting something. Keep this list handy on your desk, so when things pop in your mind you can jot them down.

“A talking points list makes meetings more efficient, because you can be sure to address everything you need at once,” says Rizzo.

 

 

Google's Marissa Mayer Named Yahoo CEOWomen have been slow to recognize the importance of personal branding.  But not Marissa Mayer, CEO of Yahoo.  The 40-year-old executive was the 20th employee of Google and the first female engineer.   She quickly became known as the woman who made Google successful.  Not everyone has worked as hard to develop their brand.

According to a Forbes survey, only 15% of employees have truly defined their brand, and only 5% are living their brand every day at the workplace.

Why is that important, you might ask?  Well, having a personal brand has become essential for most people today because of new trends in the workforce.  The average tenure of a U. S. employee is 4.6 years and for those aged 25-34, it is only three years.  And now one out of three U. S. workers are now freelancers. 

A more flexible workforce has been created out of the recession with companies seeking to lower their employee costs.  Additionally the online marketplace created by companies like TaskRabbit and Get A Guru and the rise of shared economy employers like Uber and AirBnB have allowed workers more flexibility for employment.   Added on top of these trends, mobile technology now allows more people to work when and where they choose.

These factors set up an environment where we are constantly preparing for our next role, whether in our current company, at our next employer or possibly as a freelancer or an entrepreneur.  And we need a personal brand.

A personal brand allows us to stand out from the crowd and to create mindshare for ourselves.  Some of the benefits of a personal brand include new business introductions, rewarding partnerships, leadership opportunities, recognition, added credibility and a higher perceived value.

Is building a personal brand shameless self-promotion?  It isn’t but some women may feel challenged in creating a personal brand.  Psychologists say men are encouraged from childhood to talk about their accomplishments, while women learn self-deprecation.  However, true personal branding is about authenticity and values.  Women with positive brands are giving value, sharing knowledge, acknowledging others, nurturing relationships, showering praise and expressing gratitude.  There are even professionals today helping women learn to talk about themselves.  One leadership coach hosts “Brag Parties” where women practice talking about themselves.

It’s not to late to start working on your brand.  Start working on your differentiation and elevator speech today.

 

 

Michael-Gass-Portrait-325x400Fuel Lines New Business Conference, a new business conference for advertising, digital, media and PR agencies is coming to Nashville October 8-9. The conference will shake up some pre-conceived notions about agencies in today’s world.  Most agencies sell brand positioning to their clients but have none themselves.  Michael Gass, leading new business consultant, has put together some great thinkers on the subject.  We will be speaking there and we even have a discount for you.

New business has historically been a problem for agencies.

Most small to midsize agencies have no positioning and no point of differentiation. They look and sound the same.
They are often treated as vendors because they lack a positioning of expertise.
Most don’t have a target audience thus, no focus for business development efforts.
They are their own worst clients, the cobbler’s children with no shoes.
No appeal beyond their local market.
Forced to use interruption tactics to build awareness.
But, with all of these problems, new business is now much more difficult. It’s made worse by the paradigm shift in business development due to The Great Recession and the empowerment of prospects through social media. Interruptive type tactics such as cold calls, email blasts and direct mail have become ineffective and inefficient. Rainmakers who were good at new business in the past are struggling today.The Fuel Lines New Business Conference will provide 20 top-notch sessions, with inspiring insights from the best and brightest new business thought leaders, who will provide their expertise on the new drivers of business development.  To find out more, click here.  If you are interested in a early bird discount for Brand Wise friends, email us at Jamie@JamieDunham.com.

The past week we have been completing online video campaigns for clients and somewhere along the week, we hit pause to better understand how video is changing marketing.  YouTube reports that the number of hours that people are watching on YouTube is up 50% year over year.

In 2013 video consumed 66% of internet traffic and by 2017, video is estimated by Cisco to account for 69% of all consumer internet traffic.   Looking at the marketing side of the equation, 64% of marketers told Nielsen they expected video to dominate their strategies in the near future.

The real strength of video is the ability to capture the emotional resonance of a brand.  Axonn Research found seven in 10 people view brands in a more positive light after watching interesting video content from them.  Examples like Chipotle’s Farm Campaign, Kmart “Ship My Pants” and Dove’s Real Beauty Sketches all appeal to our emotional side, whether it is our social consciousness, our funny bone or our self-esteem.

Probably the most interesting example of the power of emotion is the most viewed video advertising campaign from 2014 that racked up 156 million views.  The black and white First Kiss video by LA fashion house Wren showed twenty complete strangers kissing.  The fact that it was wasn’t obviously a video advertising campaign may have contributed to its 77.8 million views, 1,392,296 Facebook shares, and 68,740 Twitter shares in just 31 days.   The brand reports the video amassed 14,000% more web traffic for the brand and increased sales 13,000%.    Of course, it didn’t hurt that the people were pretty cool and attractive.

Another type of brand video from Johnnie Walker video clearly sets the tone for the brand relevance of enjoying the finer things in life.

https://youtu.be/kQ7kWpTrtJw

We all love video.  We remember it because of those emotional triggers and because we choose to click to play for subjects that have meaning for us.  In a sea of advertising, we still get some control.  In an Online Publishers Association report, 80% of Internet users remember watching a video ad in the past 30 days, with 46% of viewers taking some action after viewing the ad.

So is video just for consumer brands like fashion, entertainment, beauty products and restaurants?  No, in the B2B world,  Forbes says 75% of executives will watch work-related videos at least once a week.   And, 65% visit the marketer’s website after viewing the video. Additionally, the 2014 B2B Demand Generation Benchmark Survey by Software Advice (a company that gives free advice on marketing software), revealed that not only are videos the most-used type of content, they also produce the highest volume of leads.

All videos should employ the best in storytelling.  Research has shown that your audience is 69% more likely to remember a story over anything else you communicate because stories put their brain to work and connect on an emotional level. Beyond brand videos like Johnnie Walker, marketers need to look into the following types of videos:

About Videos.  Short 60-90 second videos that explain who, what and how.  These may tell what your company does or explain how to use your product.

Case Studies.  Short introductions to your real-life customers telling their impression of your company or product are genuine and relate to your target audience.

Demonstrations.  These little videos are life-savers.  They can show you how to do something quicker than you can read the instructions.

Slice of Life.  These videos help impart something of your culture, your customers, your management.  These slice of life at your company help viewers relate to your company and give a preview of it.

Video doesn’t have to be expensive or involve complex production.  We all walk around with video recorders in our pockets today.

While we weren’t watching, radio has come out of the box – the Pandora box.  Pandora has become the world’s most popular radio station, and the most popular local station competing with powerhouse local stations.   With its 82 million listeners, traditional terrestrial radio isn’t even close.  According to Pandora Chief Financial Officer Mike Herring, the Pandora online brand is now #1 in 14 of the top 15 radio markets.

In the Top Most Downloaded Apps

#2 total time spent on mobileFurther proof of Pandora’s popularity is its place as the 2nd most downloaded iPhone app.  And that’s what has changed the landscape – iPhones first and then smartphones in general.  In the U.S., 73% of smartphone users listen to online radio on their smartphone.  Pandora is also #2 in total time spent on mobile devices, behind Facebook.

Persons listening to online radio has soared from 5% in 2000 to 53% in 2015.  We are all listening on mobile, web, tablet, in-car and consumer electronics.

The Connected Audience We All Want

That type of connected audience is a dream for marketers.  Pandora provides an uncluttered environment where advertisers can actually stand out.  There are less than four commercial messages in the typical hour.  And the ability to not only fit into their lifestyle but their music preferences is a boon for advertisers.

The targeting capability for Pandora is limitless – by age, by gender, by market, by zip code, by music, by station, by platform.  Location targeted campaigns are on the rise because of the ability to target more efficiently.  The ability to cross analyze data can provide information as granular as what stations Republicans and Democrats listen to.  And as Eric Bieschke, Pandora’s Chief Scientist, told the New York Times, “It’s becoming quite apparent to us that the world of playing the perfect music to people and the world of playing perfect advertising to them are strikingly similar.”

A recent national study from Edison Research and Triton Digital called “The Infinite Dial 2015” says that 119 million people listen to online radio weekly for an average of 12 hours and 53 minutes, primarily using Pandora (45 percent of users).  When asked what medium was the most important to them, 54% of respondents rated the internet versus 9% for terrestrial radio.   Pandora is the most recognizable brand in music online with 75% awareness and ranking as the most used.

AM/FM radio still dominates in-car usage but online radio in-car usage has more than doubled in the past two years.   That’s because sites like Pandora are becoming embedded in our vehicles.  Pandora is now in ten of the top ten cars introduced this year.

The new frontier that will push online radio to even great usage is the ability to easily access online music from your car audio system.   While 73 percent of users listen to online radio on their smartphone, only 35 percent of users listen to online radio in their car.  But the shift has begun.

Radio has been such an essential part of music discovery.  And it still will fill that role, just online.

Pandora is expanding their local rep market to better serve local and national advertisers.  Our new rep in Nashville is Cathy Sewell (csewell@pandora.com).  Her favorite Pandora stations are FooFighters, Bruno Mars and Maroon 5.  What are yours?

58900855-20150225_nmWOI_0167We got all dressed up on February 25 to attend the Nashville Business Journal 2015 Women of Influence awards at the Omni Nashville Hotel.  What an amazing event with amazing women from a cross-section of the greater Nashville community.

Each woman had been videotaped talking about strength.  The videos were powerful.  And the three words that represented their source of strength were little glimpses into their nature.  Some brought a smile like Christie Wilson who included a great hairstylist in her three!
dunhamjamie*304xx6016-4011-0-3According to the Nashville Business Journal, the Women of Influence Awards honor women who are making a positive impact in Middle Tennessee. Nominations are received from the public and an independent panel of judges consisting of previous Women of Influence award winners select the finalists in 10 categories.

Thanks to the Nashville Business Journal for honoring strong women!