Archive for the ‘Creative Research’ Category

Three Tricks to Better Storytelling.

Three Tricks to Better Storytelling.

Lori Jacobwith speaks to a number of groups on the value of better storytelling to aid fundraising. She has a six-step process she shares widely with groups. ln particular, we amplify three key points: 1. Make the story personal, about a real person. Telling their story to another person. 2. Connect outcome or impact to something that your organization provides. 3. Keep it moving, keep it emotive and keep it short.
When You ‘Awe’, They Share.

When You ‘Awe’, They Share.

What makes people share? One recent research piece indicated people are provoked to share their “awe” when a visual hits an emotive chord. Such a picture transcends merely  the place or building and connects the ‘experience,’ often in a very personal way.  This recent photo was commissioned by our friend and photographer Jimmy Williams for Miromar Lakes. Great photography is like a beautiful painting. No caption or copy is needed.
Social Media Analytics Made Easier

Social Media Analytics Made Easier

At GRM, our passion is helping good companies and brands succeed. Which is exactly why we’ve made a BIG move at our agency. Social media is a large part of what we do for our clients. Creating content, managing accounts, and providing strategic insight and planning are critical parts of our day-to-day. However, beautiful photos and witty tweets can only take a brand so far. Which is exactly why we are putting the most emphasis on the last point made above. Strategic insight has become the core of everything that we do at GRM. Enter: Simply Measured. At the beginning of the year, we began using the social analytics solution to help us bring each of our clients to the next level. It’s about making informed decisions, which allow us to provide exceptional results.   Here are a few of the reasons why we have started using Simply Measured:  
  1. It allows us to analyze our brands paid, owned, and earned activity from all of their social networks. We now have a greater ability to discover and communicate meaningful patterns from social data – giving GRM, and our clients, the opportunity to grow and develop their programs.
  2. It has become our full suite analytics arm that helps us research conversations, competitors, and audience across all social networks.
  3. It quickly highlights the impact of brand activities, as well as helping us see, share, and optimize real business outcomes for our clients.
  By providing a complete social analytics suite and process, we are able to better understand the impact of our social strategies. Simply put, Simply Measured gives us access to information, analysis, and insight necessary to plan our clients’ strategies, measure their performance, optimize their tactics, and tie social activity to larger business outcomes.   Now, that, is an exciting tool.  
Social Media Highlights: Georgia Power

Social Media Highlights: Georgia Power

We have learned that sharing real-life facts of EV drivers are popular amongst our EV Facebook audience. Users that are on the fence about driving an EV can hear first-hand from their personal experiences, enticing them to learn more. When it comes to electric vehicles, we never want to communicate like car salesmen to encourage a sale but instead highlight the benefits and improvements that driving an EV adds to the average user’s life.
Getting the Loyalty Idea Right

Getting the Loyalty Idea Right

Got room in your wallet for another ‘rewards’ card? Didn’t think so. In the age of smart databases, why should it be incumbent on you as the customer to keep up with a reward card, punch card or remember a membership number? Tracking past purchases should be a no-brainer.   And, so it is for Advance Auto Parts. To differentiate their loyalty program, they have shifted much of the ‘loyalty program’ responsibility from the customer to the company. They promote it as “no cards, no points, no nonsense.”
A Riveting Story … The Power of Video

A Riveting Story … The Power of Video

Sometimes the best communications is simply letting someone tell their story. Meet Kennedy Coble, but before you press play, have the tissues ready. #Inspirational.

 

   
From Loyalty to Zealotry

From Loyalty to Zealotry

“Zealotry Marketing” is about creating programs that have a primary goal of generating referral. If referral is the best indicator of long-term profitability, then it made sense to us to use that as the starting point for creating marketing programs – not merely looking at referral as an indirect end result.   This has led us to a revolutionary perspective on the classic marketing principles of targeting, what is creative and how social media can be an effective touch point.   And, heresy for old-school marketing types – the idea that the most effective marketing may well come from operations and service delivery. This is the story of Zealotry Marketing. Where loyalty begins with a company exceeding a customer’s expectation.   An approach that can be integrated into any company. And, doesn’t require so-called marketing pros. It does require a sensitivity and commitment to exceeding customer expectations. We believe zealotry marketing transforms the traditional loyalty equation.   What are you doing to create zealots?
The Most Popular Topics on Facebook Are …

The Most Popular Topics on Facebook Are …

Klout notes the five most popular topics are music, television, holidays, software and religion. Consider, like any other media, that advertising is an intrusion to what the reader is really interested in. How do you become interesting? Same advertising conversation, just in a new skin.
Fundraising Success Through Online Promotion

Fundraising Success Through Online Promotion

CURE’s Kids conquer cancer one day at a time is a mouthful to say. But, the annual social and online promotion is having unprecedented success! In its recently completed 7th year, the program conceived and executed by GRM generated more than $350,000 through a combination of social, email and other online promotion to the tune of $350k. Learn more and join in with us at http://www.curechildhoodcancer.org/events/cures-kids-conquer-cancer/#sthash.CIuAbMCf.dpbs
Knowing Your Target Always Pays.

Knowing Your Target Always Pays.

Whether in negotiations, marketing, sports or war, knowing your target pays dividends. The Hub succinctly shows how Ace Hardware uses target knowledge to take on the big box retailers and even Amazon. Click here to read more!
Want to be Shared?  Get Emotional.

Want to be Shared? Get Emotional.

Great creative has always been about uncovering and amplifying the emotive reasons to consider a brand.

Emotional benefits build value and are far more ‘brandable’ than typical product attributes.

Now, comes a study that says emotional headlines get shared more. Surprised?

Click here to read more!

Unexpected Delights.  The Missing Element with Most Loyalty Programs.

Unexpected Delights. The Missing Element with Most Loyalty Programs.

Providing variable rewards is the secret of habit-forming products, reports The Economist (1/3/15). “That is why the number of monsters one has to vanquish in order to reach the next level in a game often varies.”

This is nothing new: “BF Skinner, the father of ‘radical behaviorism‘ … found that training subjects by rewarding them in variable, unpredictable ways works best.” However, the concept figures more prominently than ever in the digital age and the “intense competition … to monopolize people’s attention.”

Unexpected delights or unpredictable rewards provide a more authentic way to reinforce loyalty than traditional and tired “when you buy X, we provide Y.” They also disproportionately lead to greater referral in our experience. Of course, it requires a more personalized form of communications.
The Millennials Are Coming

The Millennials Are Coming

Millennials are capturing the talk of marketers like no generation since the Boomers. To aid in your marketing plans – or pub conversations – here are some fast facts.

Who are the Millennials? The authors widely credited with coining the term defined this generation as born from 1982 to 2004. That is a widely divergent group – today aged from 11 to 33 years old.

Why the marketing buzz? They are the largest generation in terms of size, even exceeding Baby Boomers. And, by 2018, many expect they will drive 50% of purchase decisions.

Not surprisingly, there is debate about the characteristics of this group. Their beliefs and political stance are not easily categorized or compared based on past generation definitions.

What’s NOT in debate though? This is the generation born and bred on changing technology. That one statement offers great insight and clues into understanding this generation as we will explore.

Consider one final thought: 80% of Millennials sleep with their phone.
Email Marketing = Retail Holiday Success

Email Marketing = Retail Holiday Success

There’s no denying the power of social media. But with the holiday season approaching, retailers MUST utilize smart email marketing to maximize the success of year-end sales.

According to McKinsey & Company, “e-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. That’s because 91% of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17% higher.”

Not only that, but be careful where you direct your customers who DO click through. Always link them directly to the item or a custom landing page that focuses on the collection you’re promoting. Not only will it decrease frustration, but it will increase conversion rate by 25%.

Time to get planning.
The Fine Print

The Fine Print

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.
If your brand is not current, then you are losing zealots.

If your brand is not current, then you are losing zealots.

Often, less is more. In life, in marketing and in communicating a zealotry experience. Especially when you really zero in on the right target audience. It translated to increased ADR and REVPAR for Daufuskie Island Resort.