Atomic Ideas

Marketing to be Social and Selling

2010-03-17T11:17:39-04:00

Had an interesting conversation yesterday with a social media evangelist, a believer in the 'let's hug and follow each other' online marketing approach.

If you've talked to one of these fervent devotees of social media you've probably heard the same mantra:

"Social media is about having conversations."

"Social media is about engaging."

Right.

And TV commercials are about having fun, billboards are for giggles, and company events are for friendly chatting.

When people say those squishy things about social media, they don’t draw a line to the bottom line.

Social media is about driving business. It’s about making money. Like, well, like your other marketing efforts.

One of our clients had a recent special event supported by a social media/traditional media strategy and campaign, and their sales numbers were great, topping expectations.

If you’re not making money with social media then it’s just a hobby. And I don't know many companies today who have the luxury of playing at business.

The end game is to sell more stuff. Create loyal customers.

Social media is one (of many) way(s) to get there.

If you'd like some ideas on how social media can help draw business your way, how to be social and selling, feel free to contact us. We can 'engage' in a 'conversation' about helping you sell more stuff!

photo: drinksmachine

Cell Phone Coupons Might Just Appeal to Non-Coupon Users

2010-03-15T06:30:00-04:00

It was only a matter of time. In fact, the technology has already been up and running for some time in several asian countries. Now Target is the first major US Retailer to deliver coupons to your cell phone -- which can be scanned at the checkout.

Now, normally I avoid coupons. The clipping, organizing, and the simple task of even remembering to bring and/or use them. But if someone wants to put coupons right in my hand while I'm at the checkout, who am I to turn down 50 cents here, or a couple of bucks there, on the stuff I'm already buying anyway? Right now, with Target as the only store doing it, I might be tempted to shop Target a little more than its competitors.

But once everyone is doing it, I will be back to my old habit of not thinking about coupons. That is until I'm checking out and want to see if I can save a few cents on what I've already got in my basket. It really won't prompt me to change the brands I've already chosen. What might prompt me to do that is when manufacturers jump in with both feet. That way, when I'm standing at a store shelve trying to decide between competing brands, I can just type in their codes and see which is offering the best deal.

Then I might be swayed to try a new brand, or buy more than I had planned. Of course, as the ultimate big brother conspiracy theorist, I will have to balance saving a few bucks with the knowledge that with cell phone coupons, people can track my purchases and purchase history. Maybe I'll just do like always and just forget about the coupons, altogether.

Giving The Blog A Little Breathing Room

2010-03-12T06:30:00-05:00

After reading Steve's, Gene's and Russ's blogs the last few days about how we often feel compelled to post a blog for a host of reasons other than creating a conversation with our best potential customers, I am going to hereby not add to the social media clutter. Instead, I am, like Steve's analogy to white space, going to use my minimalist blog today to provide a little breathing room around the more profound Atomic Ideas posts -- which will hopefully help readers to more easily recognize their worthwhile nature.

I could use a little more white space.

2010-03-11T15:08:21-05:00

A classic VW ad created by Doyle Dane Bernbach in the sixties with lots of white space.

I want to weigh in about an issue Russ brought up in his recent blog post - that all this engagement-talk with social media is killing him, and is it worth it? He’s slowly going out of his mind, though everything is all right on the outside. He’s lying in bed, wide-awake, thinking about everything in his life and asking himself,

Does More Engagement mean More Success?

Well, I really don’t know.

I think, that when you try to be all knowing and a super multi-tasker, everything else begins to suffer. Your product, your thinking, your strategies, are not as strong. It’s all spread too thin. It’s like that old saying, “Jack of all trades, and master of none.”

I like to equate this predicament to a design world axiom like “less is more” or the expression, “keep it simple, stupid”. By reducing the number of projects, tasks, and business contacts you’re involved with, a better-defined purpose can emerge. By reducing the quantity of these chores and messages, more time can be devoted to the remaining ones to make them stronger, more concise, and better understood. You get back to the basics. It’s as though you’re creating more white space to let the ideas breathe.

Also, delegating is another way of reducing. Like when the Atomic Ideas team spreads out the blogging responsibilities.

Another thing, some of these business tasks can be replaced with getting away from them. As corny as it sounds, non-business events like an occasional walk in a park, or watching a movie, or listening to music or getting together with non-business friends or family (I know, sometimes it doesn’t work with family) can restore logical thinking.

Basically, what I’m saying in my simpleton world is that we can’t do everything. And by reducing the bulk of business clutter one can better achieve a focus. A more true focus will allow projects and communications to shine. And what about Engagement? Don't worry... it’ll come naturally.

Yes, less is more.

Slicing the World of the Wide Web

2010-03-10T22:42:51-05:00

I was at a marketing conference in Ann Arbor, Michigan, where many of the attendees left bemused and confused after listening to the well-intentioned panel talk about how you need to 'listen' with social media. Listen. Listen.

One of the guys after the conference said to me later, "Right. Listen. "Social media's like a cocktail party." So how do I sell my generators"? There comes a point where you need to stop listening, take what you learn, and engage. But where to start?

Marketing in a world without borders - the world wide web. What's happening more and more is that companies aren't trying to appeal to everyone on Facebook/Twitter/LinkedIn, but to those groups most receptive to what they have to offer.

Ford is breaking it down to go after local customers, targeting 16 regional markets.

And a point can be made that the 'Big Four' of social media - Facebook, Twitter, LinkedIn, YouTube - are not necessarily the best road to find where your specific customers hang out. They are the most well-known, but not necessarily where people who buy generators, for example, are looking for information. Finding niche sites that align with your product narrows your focus, many times in a good way.

Instead of trying to conquer the overly heated, entire web world, try targeting the small worlds your customers live in.

Could Social Media Kill The Economy?

2010-03-09T21:02:46-05:00

I haven't been sleeping well lately. Every night I wake up in a cold sweat thinking about what the hell I'm going to post tomorrow on the Atomic Ideas Blog, on Facebook on Twitter, on You Tube. The panic is palpable. If we're not participating we're losing out... on ratings, on rankings on relevance! Trying to keep up is excruciating.

For an old school guy like me, engagement used to be nothing more than finding a nice girl, convincing her I was the best thing since sliced bread, and then spending a large chunk of my salary on a rock to put on her finger. Elegant. Simple.

Now, everyone and their brother is telling me that engagement is the very future of my business. If my company doesn't take the time to do it, WE WILL DIE. Holy s%$t! No wonder I can't sleep.

After all, I fire up TweetDeck and I see my peers Tweeting merrily away - ALL DAY LONG.

I fire up Facebook and watch my "friends" doing the same thing. Updating, commenting, liking and, I guess, ENGAGING... ALL DAY LONG.

You can see why I can't sleep. I've got so many other things to do, I just can't keep up. I obviously don't have what it takes... a complete loser.

Truth is, I have not been able to figure out how to get all the real work I need to get done... well, done... and spend the amount of time the gurus tell me I need to spend ENGAGING to ensure the future of Atomic Ideas. The world is apparently full of supermen and woman who are able to get everything they need to get done, done AND make a living, whilst constantly informing me of their latest meal, or the 250 revolutionary articles they read today they think I might be interested in. Very helpful indeed, but where the hell do they find the time?

Frankly, I think I'm pretty productive. But that productivity is almost always focused on getting things done for our clients and our company... and that pesky secondary distraction, my wife and kids

I understand and embrace the importance of social media, but finding the time to do it right is a real struggle. I have to think that a lot of people are trading real productivity for pablum because they are addicted to building their "reputation" on Twitter, or just plain addicted to Facebook and all the other shiny new engagement tools out there.

On the other hand, I wonder that If trends continue, maybe everyone (me too, with your help) will spend all their time engaging and none of their time doing. When that happens, the economy will collapse and we'll go back to the dark ages. One bright light, we'll still have social media... smoke signals and cave art.

The bottom line here... I want the keys to the car, I want to climb aboard the train... I need help! I implore some of you folks who claim to have legitimate businesses, yet apparently spend every hour of your waking days online, to share your secrets! You'll help me sleep better. You may even save my life!

What do you think. Will social media lead to the Apocalypse? Weigh in. Save the world!

Photo Credit: http://www.flickr.com/photos/purplemattfish/ / CC BY-NC-ND 2.0

What is there to say about Mondays (without using the word "hate")?

2010-03-08T10:49:03-05:00

What is there to say about everyone's least favorite day of the week? Thanks to ThinkExist.com, here are a few quotes. (Like Mondays themselves, occasionally you find a good one).

“On Monday mornings I am dedicated to the proposition that all men are created jerks.”

H. Allen Smith quotes (American Writer, 1906-1976)

I read in the newspapers they are going to have 30 minutes of intellectual stuff on television every Monday from 7:30 to 8. to educate America. They couldn't educate America if they started at 6:30.”

Groucho Marx quote (American Comedian, Actor and Singer, 1890-1977)\

“Sometimes it pays to stay in bed in Monday, rather than spending the rest of the week debugging Monday's code”

Dan Salomon quotes

“MONDAY, n. In Christian countries, the day after the baseball game.”

Ambrose Bierce quotes (American Writer, Journalist and Editor, 1842-1914)

“Your idea of bliss is to wake up on a Monday morning knowing you haven't a single engagement for the entire week. You are cradled in a white paper cocoon tied up with typewriter ribbon.”

Edna Ferber quotes (American novelist, short-story writer, and playwright 1887-1968)

“I always give 100% at work:

4% Friday”

Domino's "Marketable Truth" helped to double quarterly profits

2010-03-05T06:30:00-05:00

This week, news reports indicated that Domino's doubled their quarterly profits. This is a perfect example of Atomic Idea's concept of finding a company's "marketable truth" then communicating it clearly to their best potential customers. The result...selling more stuff! The following are articles on Dominos and "Marketable Truth" from the Atomic Ideas blog.

01/04/2010

(Marketable) Truth will set you free!

Have you seen the new Domino's pizza commercials on TV lately? They fess up to their shortcomings and improve their products in order to deliver marketable truths, ie those attributes that will resonate with their best customers. How did they do it? First by listening to their potential best customers (through focus groups) then delivering what those customers wanted most. The result. They will sell more stuff!

Here is a full video from which :30 TV spots were made:

01/08/2010

Truth in Advertising

At Atomic Ideas we talk about "Marketable Truths" -- finding and communicating those things about a client's product or service that are: 1. Actually true and supportable everyday. 2. Resonate with the client's best potential customers. The comic strip below is an example of a truth that is not-so-marketable. So while the truth may set you free, a "marketable truth" will help you sell more stuff.

12/18/2009

Marketable Truths.

At Atomic Ideas, we specialize in finding a client's "marketable truths".

That means those facets of a product or service that will resonate with their best potential customers. The word "truth" here is critical. The product or service has to actually possess the attribute or feature. Otherwise, the communication to the customer is hollow.

Take for instance these spots. They are funny, memorable, but they don't contain a "marketable truth." So while we laugh and applaud the humor, when they're over, there is really no reason to prefer this dealer over another. You wouldn't mind doing business with this dealer, but would you go out of your way to do business with him? Probably not.

A slightly lower price or a closer location would easily trump this dealer's fictional point of difference. The trick is to deliver entertaining, memorable spots that contain a "marketable truth."

Does Domino's New Formula Risk a "New Coke" Backlash?

Consider this. As bad as Domino's new campaign claims its pizza is, it seemed to have served the tastes of millions upon millions of pizza eaters over the last fourty-four years the company has been in existence. Hmmm.

Sure, in the spirit of "new marketing" we respect and applaud the transparency, openness and honesty of their new campaign, and the effort to improve their product. On the other hand, was it really necessary? Or even the right thing to do?

Frankly, I never thought the crust tasted like cardboard, or that the pie tasted that bad. Domino's is sort of like White Castle or Taco Bell. It's top of mind when your brain's not working perfectly... one of those products you enjoy after a few too many cocktails. At that point, anything tastes great. In other words, it has its niche.

We don't know for sure, but I'm betting they had to throw out hundreds of interviews where the folks said, "I love it just the way it is."

All of us who love pizza have a favorite we go to when we're sober. Usually a local purveyor of authentic Italian goodness. But when we're in a supreme hurry, or just plain buzzed, Domino's is an acceptable go-to substitute.

Coke's effort to "improve" their product backfired big time. Does Domino's risk the same? You don't grow to become a gigantic, appetite-satisfying company by producing a product everybody hates. What about all those folks who liked it just the way it was? Cardboard crust and all. Only time will tell.

I'm just saying. Just throwing it out there for consideration. What do you think?

At Atomic Ideas, we specialize in helping clients sell more stuff. How? By helping them find and then communicate their marketable truths in whatever medium(s) is most appropriate. So we applaude Domino's in finding their marketable truths and communicating them. And we wish them the best in selling more stuff!

Great Films That Did Not Win An Oscar

2010-03-04T11:55:04-05:00

It’s Academy Awards time. And in honor of all my friends who are working on great screenplays and those that are someday soon going to make a great film (this is a common dream in the ad biz), I present my on-going list of Great Films That Didn’t Win. This list started out in 1988 with just 10 films, but as the years have gone by, new films have been added. Occasionally, some movies are removed. (Duck Soup, The Big Sleep, Touch of Evil, and Casino, to name a few) The list is somewhere around 15. This years’ addition is the 2005 film, Sin City.

Here’s the rest of the Great Films That Didn’t Win –

1, Citizen Kane, 1941

A movie I first saw in a college film class. What can you say - It’s truly great.

2. The Third Man, 1949

The film noir, Orson Welles and the zither music - who wouldn’t love that?

3. Bonnie and Clyde, 1967

Great story telling, great cinematography, great acting.

4. 12 Angry Men, 1957

This movie made me realize that great dialogue is king.

5. Chinatown, 1974

Jack Nicholson, Faye Dunaway, and John Huston sure helped to make this great.

6. Fargo, 1996 - and O Brother, Where Art Thou? 2000

Two from the Coen Brothers - Once again, dialogue is king.

7. Treasure of the Sierra Madre, 1948

A John Huston film that featured great acting by his dad, Walter, as well as Bogey.

8. Dr. Strangelove, 1964

It’s fine art wackiness, watch the trailer.

9. Once Upon A Time In The West, 1968

All I can say is, Hank Fonda.

10. Raging Bull, 1980

This was a great use of B&W.

11. North By Northwest, 1959

A classic Hitchcock story. Cary Grant was sort of a precursor to James Bond in this movie.

12. Pulp Fiction, 1994

This movie gave everything to the viewer; it was a lot of fun.

13. The Swimmer, 1968

A pretty obscure film, I think I'm the only one who saw it, but it’s one of the great performances by Burt Lancaster.

14. Hotel Rwanda, 2004

A powerful and chilling film based on a true story.

15. Sin City, 2005

A unique looking and complex film noir movie. Wouldn’t you know it - Quentin Tarantino was involved.

Marketing On Switch Always On

2010-03-03T14:46:39-05:00

Anyone can be a photographer/filmmaker/publisher these days, and we're not afraid to whip it out - the still camera, the video camera, the computer.

Every company's reality message is now easily compared to its marketing message. I have friends who've tweeted or posted in their blogs about poor service and got a timely response from the company to make peace.

The walls have come tumbling down. When a CEO responds to a post on one person's blog (because his name is mentioned in the post) the lines of communication have shifted. Our experiences connect quickly back to the company.

Transparency. So what do I make of an employee on break at a fast food restaurant, after seeing him for the third time in as many days, smoking and picking his nose, crouched right before the drive-up menu? I take a picture.

Because I can. Because we all can. The squeaky-fresh marketing and the employee with his finger stuck up his... are both part of the over-all brand message. Joe Biden at the health care summit with his recent 'off mic' comment and then speaking while the cameras are rolling add up to an over-all brand message of Joe Biden.

And that's a brand ambassador crouching over there in the photo. I like McDonald's, and I'll still go there to grab a quick lunch. But they may want to talk to their employees about the first course they're serving up to customers.

A quick refresher on how they are walking, talking, crouching, marketing messages. Because the cameras are always rolling.

(Photo taken when the person's face was covered - we don't need an unemployed brand ambassador).

Anti-Social Media -- The dark side of the force.

2010-03-01T19:06:10-05:00

Social Media presents us all with a great power -- the power to disseminate information around the globe with a touch of a button. But with great power comes great responsibility. Of course, there will always be those among us who decide to use their powers not for good, but for evil. Witness the video below, which sounds like it was put together by a high school student. How long can society hold up when the even the youngest among us has the power to instruct thousands (even millions) of their peers in one of the dark arts? The real shame is that this is just one of dozens of videos on YouTube featuring lock picking and other potentially illegal activities. I strongly urge anyone who views this video NOT to try breaking and entering -- because on the other side of any given door, there could be an angry homeowner who is armed and ready to protect their property. Maybe with a weapon they fashioned after watching a YouTube video!!

Words Mean Things - Pay Attention or Perish (like that Sea World Trainer)

2010-02-26T18:30:00-05:00

Did you hear about the trainer who was killed at Sea World by a Killer Whale? They said they were shocked because the whale and his female trainer got along really well. Don’t you think the name “Killer Whale” would have been enough of a hint to her that this animal might possibly be dangerous? I mean, if it was called like a “Play Quietly in The Corner Whale” or a “Cuddly Whale” then yeah, I would have been surprised, too. But it was a “Killer Whale.” And not in a "Lady Killer" sort of way. More in a "Kill Other Creatures" sort of way. After all, it had actually killed before! Twice! This of course, made it a much more dreaded denizen of the deep - "The Serial-Killer Whale!"

What does this have to do with advertising and marketing? Words mean things. How you name your products and services should be done carefully. Of course, a great name still cannot overcome the tendency of people to ignore the inherent value, promise or danger the name is meant to communicate. So advertise, advertise, advertise.

The Making of Old Spice

2010-02-25T11:29:26-05:00

My friend, Brad Smith sent me this You Tube video the other day.

It’s a video about the making of an Old Spice commercial that aired some time during the recent Super Bowl.

It’s a great example of how things magically get done on television. And it also shows us a little about the creative team that was responsible for this spot, something we don’t often see.

The complete commercial is also included on the video in its entirety.

Take a look.

"Hi There" Marketing

2010-02-24T22:46:22-05:00

Imagine being able to give a virtual nudge to a customer, sending an offer or coupon to their cell when they're physically near your store.

It's here, and it's called 'geo-fencing' - Take a Step Closer for an Invitation to Shop

'Location-based mobile ads', and it has awesome potential. If a customer opts in to receive messages from a company, say from Panera Bread, then when that customer is physically near a Panera they'll receive a text message.

Search engine marketing? This is 'search customer marketing'. Imagine walking near a Panera and getting a nice offer on a new bagel or coffee they're offering. The possibilities are endless.

If you want to prompt purchasing behavior, grab a customer's attention when they're in the moment.

Geo-fencing in the virtual world could help customers hop a fence to your store in the real world.

Marketing Money

2010-02-24T21:37:51-05:00

Most everyone carries a credit card or two with them. It's very convenient charging stuff. And it's nice to be allowed to have credit.

No one calls them 'debt cards', which is what they actually are. Who wants to be reminded of that? The more you buy on your credit card the more debt you acquire. That's not fun. It's great to have credit, not so great to increase your debt.

So financial institutions have successfully marketed what we're actually doing, increasing debt, into a positive, free-wheeling way of life, "Charge it"!. And they love when we take time paying down our credit cards. Finance charges (debt charges) are very, very profitable for the banks.

Next time you pull out the plastic, think of it as a debt card. Sobering thought. Especially in these times.

Photo: stargazer95050