Murdoch Marketing http://www.murdochmarketing.com Just another WordPress site Wed, 28 Jun 2017 13:11:49 +0000 en-US hourly 1 http://wordpress.org/?v=4.1 Elbow Grease http://www.murdochmarketing.com/2017/06/elbow-grease/ http://www.murdochmarketing.com/2017/06/elbow-grease/#comments Wed, 28 Jun 2017 13:11:49 +0000 http://www.murdochmarketing.com/?p=17870 It had been at least fifteen minutes since my aunt left me alone in the bathroom. I could just make out David Bowie and Queen on the radio, but I was under way too much pressure to enjoy music. It was a hot, dirty Saturday...

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It had been at least fifteen minutes since my aunt left me alone in the bathroom. I could just make out David Bowie and Queen on the radio, but I was under way too much pressure to enjoy music. It was a hot, dirty Saturday morning, and that floor wasn’t going to clean itself.

It seemed like an eternity since my tongue-lashing and I still couldn’t find it. I had searched everywhere and was down to my last option. It was time to face the music. I reluctantly found my Aunt and admitted…

“I can’t find the elbow grease.”

She lit up. Laughed harder than I’d ever seen her laugh, and then laughed some more. When the tears dried, she explained the term “elbow grease” and demonstrated how the job should be done. In doing so, she gave me another great lesson in mentoring.

“Can’t we give ourselves one more chance? Why can’t we give love that one more chance?”
–D.Bowie & Queen

Working at Bullinger’s Pub was a rite of passage in my family. It was an honor. And with 42 first cousins, it taught me a lot. I learned I was replaceable. I learned when to laugh and when to get to work. I learned how to deal with difficult people, to be punctual, respectful and responsible … and early that Saturday morning, I learned humility.

The point I want to make is these early, dirty, humiliating experiences with repeated failure can provide priceless life skills. I credit these early jobs with giving me the confidence to do anything and to take pride in my work. Beliefs I still hold today.

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Spice Up Your ‘Out-Of-Office’ Reply For A Quick, Simple Marketing Opportunity http://www.murdochmarketing.com/2017/06/simple-marketing-opportunity/ http://www.murdochmarketing.com/2017/06/simple-marketing-opportunity/#comments Fri, 23 Jun 2017 12:59:41 +0000 http://www.murdochmarketing.com/?p=17860 This week marked the official start of summer, often a popular time to take that family vacation or to get away and ‘un-plug’ for a few days. So it’s a great time to do a refresh on the importance of setting your out-of-office reply and...

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This week marked the official start of summer, often a popular time to take that family vacation or to get away and ‘un-plug’ for a few days. So it’s a great time to do a refresh on the importance of setting your out-of-office reply and how a few simple additions can spice it up a little.

First off, if you’re planning to completely ‘un-plug’ for the week and won’t be checking your email, make sure to set your out-of-office reply. You never know when a customer or potential lead will try to contact you.

Second, by adding just one extra line to the standard “I will be out from …please contact so and so in my absence” text, you can encourage users to visit your new blog post, check out the latest product on your website, download your latest PDF document or visit the new video you just posted to your YouTube channel.

A sample ‘Out Of Office’ message may look like this:
I will be out of the office Friday, June 23. Please contact our office at 616.392.4893 for assistance. While I’m out, be sure to check out my latest blog post ‘The Power Of The Pop-Up': http://www.murdochmarketing.com/2017/05/the-power-of-the-pop-up/.

By taking just a few extra minutes when creating your out-of-office reply, you can enjoy your vacation, knowing you’re doing everything you can to market your brand and drive traffic while you’re away.

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When the Student is Ready, the Teacher Will Appear. http://www.murdochmarketing.com/2017/06/when-the-student-is-ready-the-teacher-will-appear/ http://www.murdochmarketing.com/2017/06/when-the-student-is-ready-the-teacher-will-appear/#comments Thu, 15 Jun 2017 12:21:31 +0000 http://www.murdochmarketing.com/?p=17847 Having been in the advertising business for some 40 odd years, I take comfort in Frank Sinatra’s “The Best is Yet to Come”. Over the course of the last month, doors opened for me via a great lesson in generosity. It started as a casual...

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Having been in the advertising business for some 40 odd years, I take comfort in Frank Sinatra’s “The Best is Yet to Come”. Over the course of the last month, doors opened for me via a great lesson in generosity. It started as a casual shot-in-the-dark email one Sunday morning to the man whose voice I have long admired in Ken Burns documentaries (as well as some 100+ movies). Would he consider narrating a documentary for a not-for-profitable client? And it culminated late last week when Peter Coyote read the final pick-ups for a Holland Hospital 100th Year Anniversary video we were wrapping up. Despite the fact that Mr. Coyote was cited as one the leading money making entertainers last year, he graciously agreed to read the narration of our 26-minute documentary. “He does this to pay back,” said his agent. A sterling example of generosity that helped set, without question, the high watermark in my career. I am both amazed and grateful that this political, social, theatrical and Zen icon took the time to help us. Thank you, #petercoyote. Read his books.

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I Stayed Up to Watch a Two Hour Ad http://www.murdochmarketing.com/2017/06/i-stayed-up-to-watch-a-2-hour-ad/ http://www.murdochmarketing.com/2017/06/i-stayed-up-to-watch-a-2-hour-ad/#comments Fri, 09 Jun 2017 14:02:26 +0000 http://www.murdochmarketing.com/?p=17838 The current record for running a marathon is 2:02:57 seconds.  Nike, the athletic apparel brand, announced an event aiming to not only break the world record but also break the two-hour barrier. Many thought they were crazy as a two-hour pace would mean dropping more...

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The current record for running a marathon is 2:02:57 seconds. 

Nike, the athletic apparel brand, announced an event aiming to not only break the world record but also break the two-hour barrier. Many thought they were crazy as a two-hour pace would mean dropping more than six seconds per mile off the current record pace of 4:41/mile.

To help close the six-second gap, Nike engineered custom shoes for each of the three runners. The shoes, which are not available for purchase, supposedly boasted a four percent increase in efficiency. They also selected the race to take place on a custom formula one track in Monza, Italy, where ideal temperature conditions would be met and assembled a team of pacers that would rotate out in front of the three runners to help with drafting and pacing. The assembled team meant a breaking of the world record wouldn’t even be recognized. The sole reason Nike was doing this was to see how far they could push the human body.

During the livestream Nike would cut away and cover two-minute stories of each athlete and the technology implemented to make it happen. A very positive tone of running and human achievement was carried throughout the message. It almost felt like every runner was cheering them on.  

In the end, Elide Kipchoge came just short of breaking the two-hour barrier. And although he failed to break it, it truly showed that a human could one day do so. The official world record is bound to drop in the next major marathon. 

Personally, I was extremely excited to watch the event and thought it was a great Friday night. I didn’t even realize the thousands of Nike swooshes that littered the screen and failed to realize I watched a two-hour advertisement until the next day, when I went for a long run and noticed that I had put on a Nike shirt and pair of shorts. I definitely ran faster.

Learn more about the Event or watch the Full Stream.

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You’ve Got Mail — 5 Tips for a Successful Newsletter http://www.murdochmarketing.com/2017/06/building-a-successful-newsletter/ http://www.murdochmarketing.com/2017/06/building-a-successful-newsletter/#comments Thu, 01 Jun 2017 14:00:57 +0000 http://www.murdochmarketing.com/?p=17803 Email campaigns and digital newsletters are tricky but powerful marketing tools. They have their own etiquette, technological constraints, and methods of interaction which is largely reliant on the individual user (and their mail client of choice).  Always push your email campaigns further with vision and strategy,...

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Email campaigns and digital newsletters are tricky but powerful marketing tools. They have their own etiquette, technological constraints, and methods of interaction which is largely reliant on the individual user (and their mail client of choice).  Always push your email campaigns further with vision and strategy, but don’t lose sight of these basics:

  1. Frequency isn’t King

Don’t think of email as a channel, like you would YouTube or Facebook. You don’t need (or want) a constant feed being sent out to all of your list. Instead, use it to build and enhance relationships at scale. I subscribe to a lot of newsletters – so many I created a separate email so I can sort things properly. But no matter how much I try to stay on top of that inbox, it seems if I take a break for 5 minutes I have 50 new emails – most from only a handful of companies. It reminds me of winning solitaire on the computer — watching all the cards bounce around the screen until it’s full of pixels. It feels like something is happening, but usually it is an illusion of engagement and productivity. No one trusts a needy newsletter flooding an already out-of-control inbox. Think as someone who receives the newsletter rather than someone who is sending it. This mindset will guide your messaging and future campaigns, especially when you can tailor several variants of a campaign based on the end viewer. Which brings me to my next point…

  1. Context is King

The true core of any marketing piece is the context. What environment is your user in when they interact with your marketing? What are their goals and obstacles in that moment? For example, most emails are read on mobile first, sorted or filed, then read later at a desktop. This means your campaign likely touches your user in two distinct contexts – first when they’re busy or on the move. This means your initial impact has to be loud, appropriate, and helpful enough to get filed or saved. Then, in the usually slower environment of checking email at the desktop, the user will click around, read and digest the information. Consider this information along with the industries your clients are a part of, their viewing habits, and the situations they access your message when crafting your call to action. Think less of what you want to say, and more of what you’d want to read.

  1. Know Your Data, Know Your Audience

Regardless of the email platform you’re using, there are numerous data and reporting features you may be missing out on. Quick email capture is great for onboarding potential clients, but you should further the relationship by encouraging and guiding your subscribers through a profile setup. You will be able to send them more tailored newsletters, and they won’t be inundated with irrelevant (or too frequent) emails. Make sure you let your subscribers know what information you’ll be collecting and for what reason and have an easily accessible privacy policy. Everyone wins.

  1. Deliver Value, Always.

Lead with content but show how your service or product can help users achieve their goals. Curate case studies, industry news, unique uses, and glimpses into company culture to provide a genuinely useful feed of information. Make sure you don’t fall into the trap of showcasing information more interesting to your employees than your customers. For example, I won’t save an email listing off features missing from my favorite software, but I will save an email with a list of additional plugins that expand those capabilities. Straight information is OK, but information your viewers want to respond to or interact with is a stronger bridge.

  1. Create A Schedule And Stick To It.

You know when your favorite show is going to be on tv (or when Netflix is releasing the next season of Orange is the New Black). If you know when to expect something, you’re more likely to set aside the time for it. Newsletters with a promised timeline (i.e. a Sunday dispatch, a biweekly report, a monthly review etc.) have higher success rates, but only if they stick to that promise. Remember, your goal is to reinforce your brand’s reliability. 

Email is a growing medium in the mobile world, with mobile email opens growing 180% in three years[1]. Most subscription newsletters fall apart because they aren’t implemented with strategy and solid understanding of goals. Gathering content and deploying a newsletter aren’t very difficult things to do. But implementing a newsletter that stays true to the brand, provides significant value to your client base, and continues to bring in measurable results is a perpetual process. Don’t worry — we’re here to help.

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How Many Words Are Pictures Worth? http://www.murdochmarketing.com/2017/05/many-words-pictures-worth/ http://www.murdochmarketing.com/2017/05/many-words-pictures-worth/#comments Fri, 26 May 2017 14:20:47 +0000 http://www.murdochmarketing.com/?p=17775 In the age of digital media our brains are called upon to register more photos than words. Think about the last time you scrolled through Facebook. Do you remember the statuses or captions? Or do you recall the photos? Appealing photographs and graphics are new age marketing tools that can...

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In the age of digital media our brains are called upon to register more photos than words. Think about the last time you scrolled through Facebook. Do you remember the statuses or captions? Or do you recall the photos?

Appealing photographs and graphics are new age marketing tools that can help build brands, turning a virtually unknown product or service into a viral sensation. And how do brands achieve this level of success?

The hard truth: a picture is worth as many words as you allow it.

By showcasing original photography that tells a story and captures consumer’s interest, you’re already on the path to digital media success. Think of Instagram. There are thousands of brands that built a solid foundation solely through the photo-sharing app.

So what if you’re marketing an analytical brand and don’t think you’re visually appealing? Well, think like PayPal. A financial brand that stamped its footprint in the digital media world by creating visually appealing content for followers that still connected to their product.

It’s a competitive world and sharing stock images isn’t going to win you the race. Investing in photography and original content will not only help strengthen your brand image, but allow stronger connections to be made between your company and your consumer. By producing appealing photography, you’ll attract followers who see interesting content from a brand in which they are connected.

We mustn’t forget about writing, just embrace photography for its growing importance in digital media. Take a look at our Social Marketing employee Shalee Blackmer, who built a lot of her blogging business through photographs, recently featured in Forbes Magazine.

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The Words You Love http://www.murdochmarketing.com/2017/05/the-words-you-love/ http://www.murdochmarketing.com/2017/05/the-words-you-love/#comments Fri, 19 May 2017 10:18:04 +0000 http://www.murdochmarketing.com/?p=17758 Using this proven method, you are guaranteed to instantly achieve greater results from your advertising. What’s more, this new discovery is absolutely free, if you act now. There, half my blog is written. While we’re quick to use tools such as #hashtags and @symbols in our social...

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Using this proven method, you are guaranteed to instantly achieve greater results from your advertisingWhat’s more, this new discovery is absolutely free, if you act now.

There, half my blog is written.

While we’re quick to use tools such as #hashtags and @symbols in our social marketing, we often lose sight (or have never been taught the value) of using the other tools: the right words themselves.

We human beings are hardwired to respond to certain stimuli, and words are no exception. I’m not sure today’s copywriters are required to use at least 2 or 3 selling words in every ad, but they should be. Might feel lame, but it’s not. These words work.

The top words in effective advertising vary slightly from source to source, but you’ll be safe with these.

  1. You
  2. Free
  3. Now
  4. Instantly
  5. New
  6. Guaranteed
  7. Proven
  8. Results
  9. Discover
  10. Save
  11. Easy

To quote Mark Twain, “The difference between using the right word and almost the right word is the difference between a lightning bug and lightning.”

But if all else fails, you can discover guaranteed results @murdochmarketing.com. It’s #easy, and almost #free.

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Just Visiting http://www.murdochmarketing.com/2017/05/just-visiting/ http://www.murdochmarketing.com/2017/05/just-visiting/#comments Wed, 10 May 2017 13:29:59 +0000 http://www.murdochmarketing.com/?p=17737 To say the Saugatuck/Douglas area is “artsy” would be an understatement. Our welcome sign is a twelve-foot painter’s palette. The streets are lined with creative shops and a variety of galleries. And as expected, the local schools put a strong emphasis on the arts. I...

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To say the Saugatuck/Douglas area is “artsy” would be an understatement. Our welcome sign is a twelve-foot painter’s palette. The streets are lined with creative shops and a variety of galleries. And as expected, the local schools put a strong emphasis on the arts.

I was recently invited to participate in Douglas Elementary School’s Visiting Artist Program, pairing local artists with students from each grade. I’ve always looked forward to seeing which artist my boys would get to work with, and what they would create. But this year, with my third-grade son Frankie’s approval, it was my responsibility to make sure his project, and “artist”, were up to the local standard.

My Expectations

I’ve organized Cub Scout events; coached soccer, baseball, and basketball teams; and even worked as a camp counselor one summer. Armed with a well-planned schedule and a positive attitude, I knew I had this!

The Idea

Working with the Brittany Boverhof, Saugatuck Public School’s resident artist, art teacher, curator, and one of the schools many magic makers, we laid out a game plan and rough timeline. Over the next three weeks, our third graders would create Andy Warhol inspired pop art pieces that incorporated different facets of commercial art. In other words, cool soup cans.

Day 1

  • Introduce myself, the project, and let the students ask a few questions before setting them loose. (5 minutes)
  • Using a template with multiple blank soup can labels, each student will test out color combinations. (30 minutes)
  • Explain color separations and introduce the class to Pantone color matching guides. (5 minutes)
  • Select corresponding CMYK values with the help of Mrs. Boverhof and a couple amazing parent volunteers. (10 minutes)
  • Four students at a time will take headshots of each other. They will then import these photographs to a desktop computer, select the image they would like to use, edit it in Photoshop using prebuilt actions, and place it into their InDesign file. (10 minutes per group)
  • Day one goals: Each student’s photo and colors have been selected.


Andy_Warhol_Cans

Day 2

  • Short font discussion followed by directions for their next tasks. (10 minutes)
  • Using templates of various fonts, each student will trace their first name in one font, and their last name in a second font. (40 minutes)
  • Four students at a time will work with me on the computer entering their CMYK values into their InDesign file. (10 minutes per group)
  • Day two goals: Each student’s names have been drawn and colors have been entered.


Visiting_Artist_Fonts

Day 3

  • Explain lighting, camera settings, and the importance of good photography. (5 minutes)
  • Hand out each student’s printed label and help them adhere it to their soup can. (10 minutes)
  • Photograph each can in a professionally lit mobile studio. (25 minutes)
  • Place these new can photographs into an InDesign file for a group poster. (10 minutes)
  • Finish with any questions they have about Art Direction, Photography, Graphic Design, etc. (10 minutes)
  • Day three goal: Survival.


Douglas_Elementary_School_Poster

A Few Takeaways

First, we have amazing kids. Funny. Creative. Energetic. Interested. Helpful… Loud.

Second, my lesson plan was laughable. Seriously, I could write an entire blog on the things that went wrong. I have no idea how our teachers do it.

Third, get involved. Get out of your comfort zone. This project, and many like it, wouldn’t be possible without parent volunteers like you. (Big “Thank you” to all of the parents who helped with this project!)

Last, I wonder how many people in our artsy community will consider this “art”? As one student said, “you’re using a camera, so it’s not really…”

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The Power Of The Pop-Up http://www.murdochmarketing.com/2017/05/the-power-of-the-pop-up/ http://www.murdochmarketing.com/2017/05/the-power-of-the-pop-up/#comments Thu, 04 May 2017 18:44:22 +0000 http://www.murdochmarketing.com/?p=17719 You’re browsing a site, reading along, when all of a sudden a form or message box pops up. Some times it blocks the content you were reading. You didn’t ask for it or click to view it on your own. They can some times be...

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You’re browsing a site, reading along, when all of a sudden a form or message box pops up. Some times it blocks the content you were reading. You didn’t ask for it or click to view it on your own. They can some times be a little annoying, am I right?

So why are more and more sites using them? The simple answer: they work.

The main purpose of a pop-up is often to provide a very strong call-to-action. They can be a great tool for collecting emails, promoting a sale or promotion, directing users to specific information or offering users a quick, easy way to request more information.

A pop-up on your website can be more beneficial than you think. Pop-ups command attention. Users may have over-looked the information or sign-up opportunity located right on your web page. A pop-up puts that information right in front of your user and demands an action. Studies have shown pop-ups provide an increase in conversions, leads and email collection.

When adding a pop-up to your website, you should follow a few guidelines:

  • Offer something of value in your pop-up. You’re interrupting your user’s browsing experience, make the pop-up be something that will help and benefit your user. Offering free downloads, a promise of a newsletter or prizes can increase conversions.
  • Offer users an easy way to close the window. Always offer an ‘X’ in the corner for a quick window close.
  • Include a ‘Do Not Show Me This Again’ option that users can click. If users click on this box, the pop-up will not appear on their next visit to your site.
  • Choose the appropriate place and time for your pop-up. You don’t need one on every page, be selective and intentional on where you place them.  Also, be selective on when they pop-up – timing can be very important depending on your pop-up content.

Pop-ups are certainly not right for every site, but when used in the appropriate circumstances, can be a highly effective marketing and email collection tool.

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What’s In A Name? A Marketing Opportunity. http://www.murdochmarketing.com/2017/04/whats-in-a-name-a-marketing-opportunity/ http://www.murdochmarketing.com/2017/04/whats-in-a-name-a-marketing-opportunity/#comments Thu, 27 Apr 2017 20:23:29 +0000 http://www.murdochmarketing.com/?p=17677 MailChimp is a pretty familiar tool to most, with over 15 million using their email marketing services worldwide.[1] Despite its popularity and a name that is relatively easy to pronounce (really, though – imagine being named Iulia), the folks at MailChimp apparently had a history of people mispronouncing the...

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MailChimp is a pretty familiar tool to most, with over 15 million using their email marketing services worldwide.[1] Despite its popularity and a name that is relatively easy to pronounce (really, though – imagine being named Iulia), the folks at MailChimp apparently had a history of people mispronouncing the service. So, did they see this as a marketing opportunity to release a campaign with a pronunciation guide to help educate the masses? Not quite.

 

That’s right. An entire campaign embracing the mispronunciation. Droga, the studio behind the piece, writes on their website, “instead of the expected brand campaign, the company created an ecosystem of additive, artful and playful experiences.”[2]. The Did You Mean MailChimp Campaign pieces include video ads, custom domains and websites, and even short films – just to name a few. It’s loud, it’s humorous, and even playfully informative. Most of all — it’s MailChimp.

This approach won’t necessarily work for everyone, but there are some key takeaways one can learn from this:

1. Tap into a unique (maybe even funny) aspect of your company narrative. 

MailChimp, rather than just correcting the mispronunciation phenomena surrounding its name (or ignoring it and hoping it went away), highlighted the unique ways all of their customers interpret their company.

2. Marry your brand message and tone to the medium(s) you will use.

MailChimp has always had a playful brand, so it’s no wonder that for this campaign they fused the slight absurdity of their messaging with unique platforms. Nothing says playful absurdity like several short films screened in select theaters.

3. Never miss an opportunity to reinforce your brand identity.

The entire Did You Mean MailChimp campaign just felt like MailChimp. They paired bright, vibrant visuals with a tone that was in line with MailChimp’s language throughout their site.

The success of this campaign boiled down to one thing for me — the campaign reflected MailChimp’s service and customer base. The various websites and fake business and movies reflects some of the diversity of those who use MailChimp’s email marketing service. Second, the color and visuals supported the messaging by conveying a sense of ease – a big promise with their platform.

A  playful campaign like this can be very tempting to a lot of companies, but that doesn’t make it the right approach for everyone. Remember that clients do not revisit or recommend brands that feel inauthentic. So, when approaching your next brand campaign, carefully consider how the different components of your brand — from the voice, to the visual elements, to the formats it takes — interact with one another. You might learn more about your brand than you expected.

Signed,
“you-lee-uh”

 

p.s. Check out more of the campaign on MailChimp’s website.

 

Sources

 

[1] mailchimp.com/about

[2] droga5.com/work/did-you-mean-mailchimp

[3] thinkbonfire.com/blog/brand-authenticity-data-infographic

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