Have a Cup of Joe With Us at NAA 2015

This year at NAA 2015 we want to chat with you in our ClickPath CafĂ©. We’ll fill you in on our Google Analytics integration, online-to-offline conversion tracking, Dynamic Number Insertion (DNI) and more.

In the meantime, check out this infographic from Doghouse to learn what type of coffee you are. Let us know if you’re an espresso, latte or macchiato when you visit us in booth #1536 at NAA 2015!

"What Your Coffee Says About You" infographic

Marketing Lessons You Can Learn From a Coffee Shop

Whether you're running late to your business meeting or claiming a cozy chair for the rest of the afternoon, coffee shops provide a comfortable and enjoyable environment to all who enter (unless you can't stand the smell of coffee — then the patio might be your best bet).

At Who's Calling, we're all people watchers and noticed that there are quite a few marketing lessons we can take away from our local coffee shop.

Baristas Serve More Than Just Coffee 

Since only 54 percent of Americans over the age of 18 drink coffee every day, coffee shops offer a variety of beverages to reel in the other 46 percent. Whether it's green tea, chai or a big cup of hot chocolate, coffee shops have learned to build on their current menu to bring in new customers. The same is true for your marketing. To gain new customers, you have to give consumers what they want. Sometimes that means expanding your product offerings to include some niche products and services that offer benefits specific to your audience. Just remember, don't lose sight of what you do best.

Coffee cup with coffee beansCampaigns Change With the Seasons

From Pumpkin Spice Lattes in the fall to seasonal red cups in the winter, Starbucks takes brewing a hot (or cold) cup of joe to the next level. Starbucks is constantly running seasonal campaign items to reflect the notion that the company is always relevant — not just during certain seasons.

As a marketer, you can use the constant change in seasons to your advantage to keep new and old customers excited. First, you have to figure out what consumers want, and then you have to make it happen. Sounds easy enough, but you'll have to change up your marketing frequently keep up with current trends. If you're not flexible enough to roll with the changes, your message won't capture your audience's attention.

Regulars Keep Comin' Back

If there's one thing coffee lovers have in common, it's that they are very particular about their order. If John orders a nonfat soy mocha latte with extra cream, John means it, and he expects it to taste exactly the same every single time. If a coffee shop keeps that lovely drink consistent, John will spread the word and return for more nonfat soy mocha lattes with extra cream.

Loyal customers are worth up to 10 times more than their first purchase. Bad customer service can make customers try new brands and leave yours. To make sure your employees are providing top-notch customer service, try investing in a call recording tool so you can review phone calls and enforce high standards.

What We Can Learn From These Social Media Disasters

Woman using phone
Social media can be a great tool for furthering your brand message and engaging customers and prospects. It can also be a minefield of potential disasters that can irrevocably damage your company image.

While companies such as Pizza Hut and Coca-Cola have enjoyed social media success, other companies haven't been quite as fortunate when it comes to engaging in real time.

Ill-timed tweets, canned responses, backfiring hashtags and malicious hackers have all caused trouble for some companies. Here are some things we can learn from three social media disasters.

Don't Misuse Trending Topics

Habitat, a trendy British furniture store, learned a hard lesson about using social media when Twitter was still in its relative infancy in 2009. The company had only been on Twitter a few days when it tried to take advantage of several trending topics by sending an identical promotional message several times in a row while inputting different trending topics such as #Apple, #iPhone and #mms with each tweet. Followers criticized the company for spamming and the tweets were soon deleted.

Taking advantage of a trending topic to promote your company or a product is good way to engage with customers and insert yourself into a wider conversation. But don't blast your fans with a trend overload — especially if the topics are irrelevant. A trending topic such as #NationalBurgerDay represents a great opportunity to engage and improve your brand's image so long as it's attached to a related message and not just sales jargon.

Maintain Password Security

Burger King learned the hard way how important password security is when a hacker took over the company's Twitter account in 2012. The hack changed the account's name to fast food rival "McDonald's" as well as swapped the Burger King logo profile photo for the McDonald's logo. The hacker posted several tweets about drugs and hip hop for about an hour before the account was suspended and Burger King regained control.

It's not uncommon for people or companies to blame negative or ill-timed tweets on hackers, but in this case it seemed Burger King really did fall prey to a cybercriminal. Just as it's important to maintain good security on your company's systems, it's also important to keep your social media accounts secure to prevent losing control of your message.

Don't Mislead Your Fans

It was supposed to be a clever way to thank fans for their support, but German soccer club Bayern Munich earned the ire of its backers with a clumsily executed social media campaign in 2012. Bayern led fans and journalists to believe that a new player would be announced during a news conference streamed to the club's Facebook page. Instead, the fans were named the "star player" and were treated to their Facebook profile photo and name appearing on a Bayern jersey as a reward for being a fan.

After hours of predicting who the new player might be, the fans were understandably irate when things weren't what they seemed. Even if you think the payoff is noble — such as recognizing fans for supporting the team — it's never a good idea to mislead consumers in an attempt to lure them to your social media accounts.

For more tips on how to be professionally social, read our post "The Good and the Bad of Social Media Marketing."

How Archery Can Help You Hit a Bull's Eye in Marketing

Archery target
In marketing we talk about knowing your target market all the time. But do your campaigns hit the bull's eye every time? In professional archery the difference between first and second place at a tournament can come down to a few centimeters, and like marketing, it's not as easy as it looks to make the perfect shot every time.

Archery experienced a surge in popularity with appearances in movies such as "The Hunger Games" and "Brave" getting new generations interested. But as many young archers have learned in recent years, the sport can be difficult to master. Here are a few tips you can take from archery to help you hit the bull's eye on your target market.

Maintain Your Focus

With the arrow drawn and the target in your sights, you goal shouldn't be to fire off as many arrows as possible. It takes an intense level of focus to clear your mind and dedicate everything toward making the perfect shot every time you draw. It can take several seconds or even minutes for professionals to feel ready to shoot an arrow.

Similarly, you don't want to fire off campaign after campaign with little consideration. If you do, your message and brand can get lost in a volley of ads that aren't hitting your intended target market. It's a good practice to create a marketing strategy that maintains a consistent focus and helps you win over consumers.

Build up Your Strength

Archery doesn't use traditional muscles, and this is never more apparent than when you're attempting to draw a high-poundage compound bow for the first time. It takes practice, practice and more practice to build up the strength in your back and shoulders to be able to draw consistently and hold the bow steadily enough to make a good shot.

In marketing it takes time to build a brand. You can't expect to have the brand recognition of Apple or LEGO right from the start. It takes hard work and, much like archery, lots of practice to build your brand's strength. You have to stretch and build up your marketing muscles before you can expect to have a household name.

Learn from the Pros

Never feel like you're too good to take some advice from a more experienced archer. As we've already pointed out, the very nature of archery is that it takes practice and patience to become a master. Who better to get advice from than a professional?

Even if you're not learning directly from the masters of marketing, there are a few things you can pick up from looking at the marketing successes and failures of the past. Sometimes it's good to be edgy, but other times that approach can fall flat. Look at campaigns that share your audience to learn what works and what doesn't so you don't end up missing the target.

To learn how another hobby can help you hone your marketing skills, read our post "How Marketing Is Like Yoga."