Can Superbowl promotions move to mobile or web?

Watching the NFL playoffs this weekend I have already spotted some creative work on commercials for the NFL post season. The one that stood out most by the way for me was the Mentos commercial. When was the last time you saw a mentos commercial?

Regardless it got me thinking about Superbowl Commercials and if new media avenues will or have started to develop enough of an audience to create the same viral buzz in marketing?

Could a local or regional company run a combination Newspaper or Direct Mail  campaign inviting locals to text in Short code for a special online contest that had some awesome prize?  Think about it.  Instead of spending millions on a national level or paying the local Superbowl commercial rates you could put on an entire event using Newspaper or Direct Mail and probably save money. (by the way have I told you before that Newspapers still have more circulation in most markets than the number of people who will watch the Superbowl in the same market)

Free Idea for event in Northern Nevada,  Place a Broad Based Media buy for Superbowl weekend. (Newspaper, Direct Mail, TV), Purchase a short code from a local short code supplier, (short code is a unique code that is assigned to you and consumers use to text in an entry), and build a contest with a cool local prize.  Let’s say Season Pass to Wolf Pack Football in 2011.

Consumers are invited to text in your company name to 368266 for a special code that will enter then into a chance to win season pass.  Consumer then logs into website, facebook page or mobile website to enter code and contact information.  (Codes will not be unique and every customer will be entered to win.)  You have now captured through an opt in system, mobile phone, customer contact info, e-mails etc…

After the Superbowl you immediately pick a winner and text back out to all mobile users the winner with one simple congratulations note.  Followed up with an e-blast to all entries for a special sales event or offer to your company in the next week if with this e-blast coupon or sales flyer.

Ok that is a crude and fast Superbowl promotion.  But I believe it has some merit and could end up being a great local event.

Have fun and remember that your business can thrive in 2011 with the right marketing mix.


The 1 to 1 Marketing Relationship

I sat with a couple friends last night discussing business and future opportunities in several industries. Our conversation however found its way to talking about a local business owner which has run into a very rough patch of business in this economy and how marketing is no longer working for him.

As we debated and turned over in our minds the various issues he was facing it was clear to me that this business owner was likely blaming the media for his marketing failures instead of looking at how he was relating to the consumer in his message.

I have heard this from business owners for the past 10 years, being in the newspaper business. “Your product does not work anymore. ” I am sure there are thousands of media reps whom have heard those exact words from their clients. I want to challenge this myth in this blog and direct business owners attentions back to the 1 to 1 marketing efforts that they must now embrace in order to get the marketing funnel functioning again.

  1. First Myth – Media is broken. This is just is not the case. Media in every field can be wildly successful if you pay attention to two things. Who is the audience? How does that Audience like to make decisions on usage?  Let’s take newspapers as an example (everyone’s favorite dinosaur that just will not go away) Newspapers today are still read by more people on the average day than the number of people who will watch the Superbowl this year. The Superbowl is considered the single largest TV event to air each year. So the vehicle although changing and shrinking is still huge and not broken in the sense of reaching audience.  However, many businesses are finding it increasingly difficult to market in the media and think it is because no one is reading it.  The Truth is they are reading but the AD programs and marketing is Stale and uninviting. Or your message sounds too much like a gimmick and todays consumer just is not buying it.
  2. Second Myth – Word of Mouth Marketing is all I need. This is my favorite. The fact is the moment you decide that this is your marketing plan for the year you have decided to close your business. It might not be this year, but you have placed the end in your future. Word of mouth is great, and it is the ultimate goal for every business, but the reality is that consumers only value you until they find better value, and they will leave. With out a planned out marketing method for growing customer base you are counting on a false impression to keep your business running. In todays social networks it is even tougher, because one mis-step by you and the word of mouth will swing the other direction and provide instant death.
  3. Myth Number 3 – My Customer does not use that media.  Tricky one hear, because you just might be right.  If your business model is mainly people 65 plus you probably don’t have a current marketing need for mobile marketing. Or do you? One of the toughest challenges in marketing is consistently looking towards the future and not just analysing the current event. I firmly believe that all marketing has value. Your event may not have given you the ROI you were looking for but what is the overall growth of your company brand. Even markets that serve the 65 plus crowd might need to look at mobile marketing so that they can capture that next generation of consumer.  Yeah I know, you can’t afford to do everything. I have no answer for that, just don’t use it as an excuse and bury your head in the sand when discussing the future.

Ok I am sure you can give me a few more Myths in the media word. But let’s turn our attention to the 1 to 1 marketing methods that business owners need to embrace and how to keep the marketing funnel working for us in the process.

What is 1 to1 marketing?   1 to 1 marketing only refers to the methods in which you communicate and cater to individual customers in your marketing efforts.  You know customizing your marketing to the individual not the crowd.

There are hundreds of methods in which a business owner can employ 1 to 1 marketing. No doubt you have received this marketing from your favorite stores in the last quarter and may not have even know it. When was the last time you received a promotion from your bank offering you Free life insurance because you are a value member? How about the magazine which magically has your name screen printed onto your teams favorite jersey?

These are all tactics of 1 to 1 marketing. 1 to1 marketing is the process in which a business uses the information they gather on their customers and transforms that into a unique marketing  or communication with that customer. 

Example:  Lets say you are a veterinarian, you have a data base of 100 customers which own various pets.  You would send out a card to each customer with a picture of the type of pet they own (dog, cat, horse, turtle etc…) the card would not only have your name but the pet’s name on it also, (Charlie it is time for Skippers shots, come on in for a 20% discount this week only)  In that one hundred you might have 25 dogs 50 cats and 12 horses and 13 turtles. Each card is customized to that customer and the communication seems very personal.  That is an example of 1 to 1 marketing and mass customization.

So how does a local business use 1 to 1 marketing in the scope of  a business plan. First understand it is not the end all to marketing. It is only as good as the data you collect.  Second, it will not feed the funnel with new prospects unless you are really good at getting your customers to give you continual referrals. But 1 to 1 marketing tends to have a much higher rate of return. In the direct mail industry statistics suggest that 1 to 1 marketing is read at a 30% increase over standard direct mail.

What vehicles allow you to use 1 to 1 marketing:

  • Mobile marketing
  • Social Media
  • Direct Mail
  • Post Cards
  • E-Blasts
  • PURLS (personalized URLs)

Before starting or finishing your marketing plans in 2011, discuss with a consultant or business partners how you can use 1 to 1 marketing in 2011 to enhance and grow business.

Why do you need a short-code in 2011?

The sooner your business plan embraces mobile marketing the quicker you will see renewed growth in all your marketing efforts. Thanks to the  likes of American Idol and reality voting shows short code marketing is now a mainstream success.

Business owners in just about every field can find success using short-code and SMS  opt -in Marketing.

Imagine… a local bar offering a free drink by simply sending in a txt to the 123456 with a the key word margarita. They would instantly get results plus would capture all the text lines of their customers that opted in to the promotion for future marketing.


How about the local retailer who post in their store to text in “save now” to their short code 234567, the customer receives a 20% one item in store today coupon creating instant urgency to buy an item, ( what if the discount only applies to an item which you are overstocked in) and the retailer now has a prefered discount club that they can send weekly sale events to via text.

There are thousands of possibilities, you just need a creative and thought out plan.

Are there pitfalls?  Yes there are, consumers trust is not to be messed with, and if you abuse the system the consumer will opt out and likely tell many about their displeasure in your efforts. That is why you need a written well thought out plan on how you would use SMS text marketing to grow business.

In 2011 get a short code for your business. They are affordable and depending on the plan can be re-used for many promotions.

Tips to buying newspaper in 2011 marketing plan.

Buying Newspaper

Things to consider when putting your print marketing plan in place for 2011.


  1. Is Newspaper one of the top two items in this year’s budget?  For all the talk of Newspapers death they still control the largest single mass audience locally in almost every marketplace. They should be considered a top priority at least in your peak seasons.
  2. Plan ahead and save. Newspaper is still a bulk buy opportunity. The beast rates are reserved for those who make the long-term commitment. Don’t just buy the next sale that they bring to the door. Demand an annualized schedule with the rate savings breakdown at various levels around your budget. Also consider using multimedia with the paper and you will often get even better discounts.
  3. Color.  Add color when ever available. I even suggest reducing ad size in order to afford color. Color ads are read 60% more frequently.
  4. Targeted Special Sections. – Newspapers are the kings of targeted special sections. They offer a great source for customized editorial content or at least content related to industry if planned out accordingly. Ask your rep to provide you in advance the Special sections calendar for items that most closely match your desired demographics.
  5. How do newspaper readers relate with your other marketing programs? Newspaper readers are still a more affluent and more educated group than most other marketing silos. However it is important to understand how they use other media. Do they watch TV or are they to busy. Do you need to include a website which caters to more information and less entertainment. Can you capture them online and in mobile marketing also.  Give some thought to how the consumer will interact with multiple media in your marketing plan.
  6. Make a good offer. Newspaper readers are the most loyal of all consumers. However they are also the most unlikely to try a new product or company unless they are given a really good offer. 20% off just will not cut it. If you are looking to grow market share using newspaper you have got to make it worth while for them to stop using their preferred provider and try you. Reality is if you have tried newspaper before and did not like the return then one of two things accord. Your offer was not good enough or your company has a reputation compared to the competition that prevented you from getting the business.  The loss of 100 subscribers this quarter did not change your results.

 Newspaper has changed. They now own the largest web traffic sites in your local community also, along with multiple offerings to reach the consumer. They should still be considered a major player in your marketing message in 2011. However Gone are the days that they are the only player in your marketing plan. You must diversify your marketing and develop online sources, direct mail sources and mobile sources for your consumers to find you repeatedly. Newspapers have tried to adapt and offer services but are often late to the party and are playing catch up.  


Ten Reasons to Market your Business Frequently

People have new wants and needs every day: Very few people have a need for any specific merchandise item on any given day. Frequent marketing reaches this “thin market” when they are ready to buy, not just when you are ready to sell.

Reaches your customers – regardless of media habits. Frequency builds awareness. Awareness builds familiarity and familiarity builds trust. Conventional wisdom says that your audience needs to be exposed to your ad 2.5 times to sink in and build awareness. Just like dieting, advertising gets the best results over time. Each ad builds on prior brand recognition.

Offers you the best rates. Most media today offer significant incentives for increasing frequency. Whether these incentives are for repeating an ad in a certain period, contracting to run a certain amount of space over time or investing a certain amount of money, media outlets recognize the need for frequency and encourage customers to use it.

Today’s ad may influence, but tomorrow’s will close the deal for a  luke warm prospect. Like pushing a ball up a hill, it is better to push slowly than to push quickly and run out of energy halfway up. However pushing the ball up hill in the wrong season may not give you the reward you desire. Remember a consumer needs to see your message at least three times before deciding to act.

Beat your competition. If you are not advertising as much as your competition does, who is more likely to reach the consumer who is ready to shop?

Every day You: Open your store. Keep your shelves stocked. Have your staff come to work. Shouldn’t you invite customers in by advertising frequently? Advertising is one of your smallest expenses. Yet, not using it often enough can kill your business. For the average business, the investment in advertising could be as low as 2-3 percent.
24-hour options: No longer must you wait for tomorrow’s paper to get your message out. You can now send targeted marketing messages almost instantly to customers that are in the market to buy. Deadlines are now when ever you would like them to be, so the excuse of missing deadlines just does not have to occur.
Build marketing campaigns on your schedule.

Higher than average results. A study by Information Resources Inc. in the 1990’s indicated that base sales and price elasticity change over time with the pressure of long-term advertising. Brand equity grows with increased advertising. Furthermore, the long-term effect of advertising led to a brand being less price-sensitive. This phenomenon has not change in the complex media environment we now live in. The more the consumer knows the brand the less scrutiny it will have when regards to price and quality.

Cut through the clutter: Mohammed Ali did not become heavyweight champion of the world by punching 20 people one time each. No, he became the champ by punching one guy 20 times. By applying frequency to the poor opponent’s head, Ali was able to bring his message home. In today’s media environments this is easier than ever, with analytics and targeting opportunities with Mobile, web, and direct mail targeting

People Forget: What are the statistics about how fast people forget? It used to be that something like 80% forgets a message in 24 hours. But, I forget.