Facebook has been very upfront – advertising dollars are the only way to increase reach. But CURE Childhood Cancer has something up their sleeve: a powerful group of Zealots. In an era where Facebook’s organic reach is down – FAR down – CURE’s social engagement is skyrocketing. This September, CURE saw a 296% growth in engagement over September of 2013. Take that, Facebook.
It is a great time to be in the creative business. With just a digital camera and a post on a social media site, you are on your way. Of course, the holy trinity of creativity still applies: make it relevant, distinctive and interesting. Do that and you may create your own ‘media.’
This post used child labor (my niece), used markers, new poster board and about 30 minutes of time. The post generated 3,700 shares. Pew Research Center estimates the average number of friends by Facebook users is 338. Do the math – this post potentially generated 1,250,600 viewers. Compare that to CNN primetime that reaches 456,000. CNN commericals can run up to $30,000 per 30-second spot.
Still wonder why companies are running to social media?
An interesting twist in the world of “zealotry marketing.”
GRM has been handed the assignment of handling online customer service. Perhaps, not the traditional role of a marketing agency. But then again, GRM has long veered from that path.
A 5 percent increase in customer retention can generate a 75 percent increase in profitability, according to Forrester. So with the rate of online cart abandonment at 72 percent across retail, the need to identify strategies for driving customer loyalty and reducing drop-off is clear.
Why GRM? Our client requested we take on the assignment because we ‘speak the brand voice’ and respond faster than their internal channels. They correctly see that customer interaction is simply another touchpoint of brand engagement.
Want to talk customer service?
Probably not what your doctor suggests. But when it comes to marketing, isn’t that really what you want?
To see your brand go viral. Be liked. Shared.
For GRM, “be contagious” is an anthem. We desire to be contagious in the sense that we are those people, the kind sought out because they always add to the discussion. Our primary objective as an agency is to create and build zealots for our clients – create contagious content and campaigns. Just as importantly, we want to have a contagious spirit. Life is short. What we spend much of our waking hours engaged in should be fun.
Often, when there is no new product or no new features, the advertising reverts to the time-old price promotion. Or in the case of Mauna Lani Resort, they persisted in promoting themselves as home of the Senior Skins golf. Only issue with that? They no longer were. In fact, they haven’t been the “home” for more than 10 years. Talk about a dated story.
GRM used the same visual setting, but focused on the emotive story. This iconic scene is a golf setting, but the golf is secondary to the setting. And to the pure awe and slendor being experienced. How a dated visual – and brand – becomes a timeless and not-to-be-missed experience.
We strive to reduce or eliminate the ‘fine print’ from all ads or promotions. It immediately speaks to a consumer about lack of transparency. Sure, offer details are often necessary. And no, they don’t need to be the most prominent feature. But the art of building customer relationships relies on being straight-forward. Have honest intentions, not some sleight of hand.
Witness this example. If you have applied for a trademark, you have experienced the steady stream of shady direct mail operators that prey on trademarks. They show up as “official registrations” or the like. Most are in the form of a bill. The look official in all regards; it would be easy for someone in accounting to accept that this is a bill for registering, protecting or somehow validating your owned trademark. Often with a Washington D.C. address to make it appear more legit.
In fact, in the fine print someplace – at the bottom, at the back, or buried in the middle of a long legal description – are the magic words. “This is an offer to…”
In fact, it is a slimy solication offer to be included in some registration listing or the like. Clearly, the most creative part of these mailers is the legal aspect. Extreme example. But don’t be that advertiser. Spend your creative time and budget developing a thoughtful campaign that will go viral for the right reasons.
GRM becomes the first agency for Melius
. Melius has a counter-intutive strategy: target those beginning their personal financial planning and offer a program to them that is simple, easy to execute and devoid of the typical financial jargon. Oh, and it’s free to consumers. Direct mail to trade and online media will play an important part of the introduction of Melius.