R is for Re: Namarketing A to Z

Re Namar Namarketing

Redesign
 … Reimagine
    … Reinvent

F. Scott Fitzgerald wrote: “The test of a first-rate intelligence is the ability to hold two opposed ideas in the same mind at the same time, and still retain the ability to function.” As a marketing leader, you have to be able to see the a company image as it really is, and also to imagine what it could become. Then you can bridge the gap.

Your brand image is who you are as a business. But even though the business may not change (though certainly many do) it is vital that your brand REmain fresh, new and inviting.

Companies are increasingly recognizing that today’s turbulent times require nothing short of continual reinvention. Weathering today’s storm isn’t enough. You have got to REact.

REcreate your customer pledge, or your look. Add a word or a color, or change one. REplace old content. Use different copy, case studies, images; ones that REflect your company values.  REimagine your service; what if you performed-delivered-created things differently? Could it be better? Ask your staff; employees know how the company works and they are the closest to seeing its flaws or ways to improve. Use that knowledge to REinvent a new approach.

Pointing a critical or at least inquisitive eye at a company’s image is bound to help it REvitalize, REjuvinate and REanimate.

REally.

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Q is for Quality: Namarketing A to Z

QUALITY. It’s the buzzword we all chase, for our businesses, for our clients or customers, and for our personal lives. But what is quality?

image

It is sometimes called ‘excellence’ or ‘merit’ or something else clever that the company is using to communicate they are “better than” somebody else. But it is usually a false chase. What quality is not is perfection. Too many minds get caught up in the ‘it’s got to be perfect to please, to work, to serve’. But it doesn’t; because nothing is perfect.

But it can be free of mistakes; and it should be.

Namar on quality

So proofread that sales sheet three times over, then give it to someone else to proof, too. Double-check that list you are about to send to. Recheck those logos; are they the right color/size/shape? Is the copy saying what you really meant it to?…what you want it to?

Customers, clients, business partners may overlook an error; but they won’t forget it. And repeating those errors is worse that being wrong, because it says you are being sloppy and uncaring about your relationship with them.

Quality is getting it as right as you can, consistently, confidently.

Go forth and make quality.

noerrors

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P is for Performance: Namarketing A to Z

Why is it that the best results for email are seen in the p.m., but the vast majority are sent in a.m.?

Performance is everything. As a marketer, when you launch an email campaign, you try to focus on all the elements that could make it a success–or a failure: subject line. length, offer, creativity, images, and so on. One factor that usually gets the most attention is: When do we send?

email as social media

Conventional wisdom has long held that early in the day, when people are fresh and at work, is the best for performance (open rates and clickthroughs). But new research from Experian shows that while a.m. is by far the most popular time to send out that email, p.m. is better in terms of performance–far better. While performance will obvious vary by industry and other factors, in general, later–much later–is better. Between 8 p.m. and midnight, the open rate is more than 30% higher; and the clickthrough rate is almost 80% higher than their early-to-rise counterparts.

The reason? While open for debate, it seems rather straightforward that people have more time in the evening, to not only to spend time online, but to engage. The Internet, like a good nightclub, is a place to go for action after dark.

Namarketeers, take note.

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O is for Optimization: Namarketing A to Z

Namarketinggears2

Social Media is an important part of every digital marketing playbook. But many marketers still struggle with using it effectively. Keeping up with the constant changes that evolve seemingly daily separate weak marketing from strong marketing. Those who are able to adapt quickly will be far more successful than those who don’t.

How to leverage this newest medium? Here’s a few tips:

  1. The highest engaged piece of content is an image. Stills and videos; graphics, art. The picture is worth many thousand words.
  2. Tell Don’t sell. 80 percent of your marketing should be education for the audience; information that they’re want to interact with and is not disruptive to their user experience. Only 20 percent of the content that you push out should be promotional.
  3. Have a call to action. After all, that is what you are there for, to get a reaction.

For 2013, and likely forever beyond, the keyword is optimize.

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N is for New: Namarketing A to Z

Their has always been a historically shaky relationship between IT and marketing, one that evolved  is out of necessity. Namarketing - New Things for 2013

While the two have to be on the same page to engage with consumers who are now more connected than ever, as marketing technology makes new breakthroughs, marketers need to take ownership of the new tools that they will be using. For IT to make solid technology recommendations, they must understand what matters to marketers, like customer experience and responsive communication. Marketers that are set up to efficiently use new technology will have an advantage over those stuck on outdated approaches.

It’s a new year. Time to embrace new things.

Happy New Year.

 

 

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M is for Marketing Socially: Namarketing A to Z

A social enterprise is an internal social network. Think business version of Facebook where all colleagues are able to collaborate in real-time on documents and projects.

It  is a truly collaborative environment to service and support customers and prospects and make better use of employee time. No more waiting for email or hoping someone will pick up the phone. It takes away the geographic boundaries and massively increases business efficiency.

Namarketer social enterprise

Made possible through cloud computing, businesses are extending this familiar model to establish a similar synergy between their employees, customers and business partners — thus, employing a new social enterprise.

The value of the social enterprise is simple. It allows customers to get closer to their favorite brands, offers them a voice when they have something to say (good or bad) and encourages them to make better buying decisions. For companies, it magnifies the voice of the customer, allows them to identify macro trends, improve their customer service, maximize sales through new channels and even improve employee satisfaction.

The social enterprise is a strategy, not simply a single system or idea. It impacts an organization’s culture, processes, systems and bottom line. Leveraging social media in the enterprise is new to many, but time is ticking for those who haven’t developed a social enterprise strategy — chances are competitors have a head start. The cost of not taking action could be high.

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L is for Lancome (L’Oreal): Namarketing A to Z

The U.S. Food and Drug Administration warned L’Oreal SA’s (OR.FR) Lancome USA unit about the marketing of certain anti-wrinkle products, saying the products are marketed with claims suggesting they are drugs.

Namarketer Namrketing A to Z Bob Namar

The agency said the way the products are currently marketed cause them to be drugs because the products are “intended to affect the structure or any function of the human body.”

“We are aware of FDA’s letter to Lancome and will respond to their regulatory concerns in a timely manner,” said Rebecca Caruso, a L’Oreal spokeswoman. “Lancome is committed to complying fully with all laws and regulatory standards.”

Compliance after-the-fact is no way to run a company.  Lancome was well aware of what they were saying and implying.

It’s the simplest rule, yet this is where the most trouble comes from. Slight exaggerations and boasting (“the best kitchen gadget ever invented!”) are expected and for the most part allowed in advertisements, but don’t get slick with your wording or rely on technicalities to remain truthful. For example, you might be able to truthfully say that your umbrella is great in the rain, but don’t go overboard and assert it will hold up to any hurricane if you haven’t tested it.

“A truth that’s told with bad intent
Beats all the lies you can invent.”
― William Blake, Auguries of innocence

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K is for Ketchup: Namarketing A to Z

“We really felt that the tomato is the hero of ketchup, and it was the right time to make the switch on our label,” — Noel Geoffrey, director of ketchup for Pittsburgh-based Heinz.

Namarketing branding brand

Goodbye pickle, hello tomato. Changing the brand at Heinz.

After more than 110 years, H.J. Heinz Co. gave the tomato top billing on its namesake ketchup, bumping the pickle from the label of one of America’s most iconic brands. Founder H.J. Heinz used a “pickle pin” to attract attention to his booth at the World’s Fair in Chicago in 1893. The pins were popular, and the branding stuck.

Along with the “Grown not made” tagline, the new branding set Heinz apart from the growing threat from private-label brands, which often cost less, as consumers look to save on their food costs.

Never compete on price because, (all together now): brand beats pricing.

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J is for (J)esture controlled ads: Namarketing A to Z


Before the Renaissance, the letter J had been merely a glyph variant of I. After the Renaissance, it became conventional to treat I as a vowel, and J and as a consonant. Thus, the Latin “gesta” for “deeds,” turned to “geste” in Old French, “to carry, behave, act, perform, and became the root for words such as con-gest-ion, in-di-gest-ion, sug-gest, re-gist-er, belli-ger-ent, con-ger-ies, and ex-ag-ger-ate.

The letter J was officially set apart from I in the 16th century; probably first been used by Petrus Ramus, a French humanist philosopher, logician, and educational reformer, known for being an outspoken critic of the Aristotelian philosophy which dominated European universities at that time. He advocated a more natural approach to logic which would conform to the way in which the human mind actually approaches the world around it, and made a distinction between logic and rhetoric.

Ramus objected to the way in which young students were made to memorize meaningless facts and rules of logic, and set out to reform the curriculum of the faculty of the arts into one that would teach students to use reason to advance their knowledge. He advocated the “freedom to philosophize,” maintaining that the use of reason would eventually lead a person to discover the truth.By emphasising the central importance of mathematics and by insisting on the application of scientific theory to practical problem solving, Ramus helped to formulate the quest for operational knowledge of nature that marks the Scientific Revolution.

Science and math have not only advanced the world politically and socially, but economically as well.  This is no more evident that with the recent introduction of Microsoft’s gesture controlled advertising

Lynx, Toyota and Samsung are the first brands to take advantage of Microsoft’s “game-changing” NUads platform for Xbox that uses Kinect gesture control to make ads interactive.  The ads will appear on Xbox Live this autumn.

Lynx

Xbox says the NUads platform “transforms standard TV ads into engaging experiences” by allowing users to use the voice and gesture controls on Xbox 360 to control the ads.

Unilever will adapt its Lynx brand’s cops and robbers themed ad for Lynx Attract – its first fragrance for women – to ask users whether the Lynx Effect should be given to girls. Viewers can then answer yes or no using Kinect’s gesture controls.

Toyota will use its “Reinvented” ad that ran during the 2012 Superbowl to ask viewers what they would like to reinvent. The car marque then plans to use the feedback from users to inform the direction of future campaigns.

Gesture controlled ads deliver the one thing traditional TV advertising is missing – engagement. Brands can get real-time feedback from audiences, making TV advertising actionable for the first time, helping establish a dialogue with consumers.

Gesture and voice-based Kinect technology have great potential for creativity. No jest.

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H is for Habit: Namarketing A to Z

Namarketing: Habits, and Social MediaHabit: A learned response to a stimulus that has become automatic and routine, requiring little or no cognitive effort.

Influence is the ability to cause action, and action is the ability to act within and across social and private networks.  The people we influence the most are our friends and acquaintances in our private networks: family, friends, neighbors, classmates, churches and clubs.

The sum total of our private and social networks allows us to influence others. In network, content and relationships, the quality of the network, content and relationships is the most important thing. The social media habit of sharing quality content is where we add value and trigger action.

New Habit: Adopt Social Media

Personal branding and the responsibility and power of social media is demonstrated every day. The line between public and private life is a blurred one. We begin a conversation at school or work, and it leaps onto a social network, and then into text-based comments.

In a world where awareness of connections and degrees of separation are openly discussed, where networks are consciously cultivated and nurtured, people are connecting us to their networks, content and relationships. Those who change their social habits to include the private networks will be those who have the power to listen, to act and to change.

Is the Content Void continually harassing you? 

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