Take Your Marketing to the Streets

From Thanksgiving parades to charity balls, the holidays provide plenty of opportunities to get your brand out in the public eye. Check out Inc. Magazine’s compilation of 12 creative event marketing campaigns, which include a bouncy ball deluge, a very literal interpretation of “High Tea” and a large-scale paint spill.

What are some ways you’re taking your brand to the streets this holiday season?

Doing Well by Doing Good

When your company engages in a mutually beneficial collaboration with a cause (also known as cause marketing) you can help those in need while generating brand loyalty, positive press and support from consumers, employees and thought leaders for your business.

Statistics have shown that cause marketing is a great strategy to employ when you want to differentiate your brand from your competitors. The Do Well Do Good Public Opinion Survey found that 70 percent of consumers are willing to pay more for a product that supports a cause.

A cause that dozens of big names are currently donating to is the Hurricane Sandy relief effort. The American Red Cross donations toward this cause recently reached $130 million. Here are a few of the major contributors:

  • Toyota USA — $1 million
  • BMW — $1 million
  • Lady Gaga — $1 million
  • AT&T — $1 million
  • Wells Fargo — $1 million
  • Enterprise — $1 million
  • Apple — $2.5 million
  • Goldman Sachs — $10 million

Ferrari created a buzz about its business while raising more than $1 million for the American Red Cross by auctioning off the first 2013 Ferrari F12 Berlinetta available in the U.S.

Cause marketing can tie your business and its products and services to a charitable cause while boosting revenue and your company’s overall image. Consider supporting a cause. You can start by donating to the American Red Cross here to help those affected by Hurricane Sandy.

Why “Feast” Is a Dirty Word When It Comes to Your Landing Page

Thanksgiving is near, and we are all excited to feast on the bounty of food that will be brought to the table. It seems the more choices there are, the more people choose to eat. You would think the same approach would apply to a landing page. But while you may be trying to do your consumers a favor by giving them a feast of choices, too much of a good thing can be overwhelming, according to Psychology Today.

The publication compared several studies that examined how an abundance of consumer options can stall decision-making. Take jam, for example: Customers were 10 times more likely to make a purchase if they were choosing among six flavors rather than 24. Analysts were led to the conclusion that the greater the number of options, the more cautious people were when coming to a decision.

With this information, you must ask yourself: What is the most imperative thing I want visitors to do when they visit my page? It might be to fill out a contact form, follow you on Twitter, like your Facebook page, call your business for more information or make a final purchase. However, it should not be all of these things.

The point is, when a visitor arrives at your landing page, if they are faced with too many choices, they may choose not to take any action at all.

Here are a few things to keep in mind when creating your landing page:
  • Choose one call to action.
  • Keep it short and simple.
  • Track site visitors’ response.
  • Test the results.

Remember, too many choices can be overwhelming for consumers. Create a landing page with a clear call to action to convert your visitors into customers.

Three Marketing Challenges and How Call Tracking Can Solve Them

Marketers understand that the first step toward overcoming challenges is identifying them. However, it can be difficult to recognize what hurdles you need to clear without an understanding of how your business is currently performing. We’ve identified three challenges that marketers face and how using call tracking solutions can help you conquer them.

Problem 1: Targeting Quality Leads

Facebook boasts more than two billion users, and there are 330 million active Twitter users. Needless to say, the world has never been more connected. Marketers swoon at the goldmine of potential leads within reach. The challenge comes down to identifying your target audience and acquiring quality leads.

Solution: Learn from the past.

One of the best ways to determine who your target audience consists of is to identify who your current customers are. Examine what your current customers value, how they heard about your business and what made them choose you over your competition. This information will help you send an effective marketing message to the right audience.

It’s also important to gather information about the calls coming into your business. Call tracking providers such as Who’s Calling can help you generate and manage leads by capturing and recording caller data.

Problem 2: Standing Out

Consumers have adapted to information overload by blocking out extraneous marketing messages that don’t impact them. In today’s market, simply saying that your company outperforms your competitors won’t cut it.

Solution: Identify which methods are working.

To catch a consumer’s attention, marketers must develop concise selling points for their business. Stand out by focusing on how your company will increase a consumer’s bottom line, improve their lives, make a difference, etc. It also helps to get a feel for which ads are getting a response. Call tracking services not only capture call data but also help show you which marketing efforts are generating leads.

Problem 3: Demonstrating ROI

When it comes to business, profit reigns. Marketers know that their front-end efforts can be difficult to justify because of their high expense and uncertain return.

Solution: Pinpoint benefits.

Because call tracking services show you which campaigns are generating sales and ultimately revenue for your business, you can justify and improve your marketing effectiveness. Cut out ads that aren’t working and invest in the ones that are bringing in quality leads.