Why Mindful Marketing Still Matters

Have you ever counted the number of software tools out there which are designed to purportedly make you a better marketer? I have and I can tell you exactly how many are in the market. Zero.

Marketing tools don’t make you a better marketer any more than power tools make you handier around the house. Can they make you more creative? No. Can they make you a better writer? Nah. How about more efficient? Yes! Can they insert life into a broken process? Absolutely! And therein lies the magic.

To be fair, I don’t personally know any software developers making the “better marketer” claim. But as buyers we rely on those companies to sell to us in a way so we can truly understand the value.  So while we hope for improvement in our skill sets, we are getting something perhaps more critical. Process improvement.   

Some people say “revenue can solve a lot of problems.” I tend to lean toward the belief that “process can solve a lot of problems.” I know of no company that has achieved long term revenue and growth success without a seasoned, proven process firmly in place for achieving results.

The tools and solutions are ubiquitous. From basic marketing automation to amped up social, partnership and influencer platforms all the way to full-on, blown-out marketing suites. You can’t swing a dead app in this business without hitting one. Yet, despite the broad innovation within the majority of these solutions, marketing still comes down to the fundamentals:

·       Is your messaging concise?

·       Are you talking to the right audience?

·       Are you creating value?

·       Are you selling to your customers in the way they want to buy?

·       Are you following up and maintaining the conversation in a meaningful way?

You have to be aware of your audience, be conscious and considerate of their time and be sensible in your approach. In other words... be mindful. If marketing identifies the need and selling satisfies the need, it’s only logical that mindful marketing begets mindful selling. Or at least it should.

Being in the agency business, we get a ton of inquiries from software companies pitching their solutions as an effective way to solve a problem, which will then catapult us to the fast lane of servicing our clients and whoosh! Success! All while creating a nirvana of benefits for our clients.  Sounds pretty good. With Atlanta’s exploding tech industry we really do try to entertain as many demos as possible so we can be knowledgeable and fully prepared to act in the moment one of our clients states a need.

The vast majority of demos we sit through are mindfully executed. Yet, we did sit through one recently that had the eerie tone and foreboding presence of a used car sales pitch. The product itself was solid and seemed to have value. The demo, however, was somewhat perplexing and was made all the more curious when the messaging turned from marketing and selling the product to offering us the “Manager’s Special” if only we would commit to the deal that day. They put us on hold for seven seconds (literally, I counted) and came back with the offer. Apparently, the sales manager just happened to stop by the office before heading out west to open the company’s next big sales office. In those fleeting seconds he came to fully understand our business and grasped our vision so clearly he unflinchingly authorized a “buy now and get your first three months FREE,” deal. I wish I were kidding.

This company didn’t have enough confidence in their product to really raise the value bar. They heard our objections and immediately went to their deal-of-the-day close. That was a mistake and a lost opportunity. While the product was interesting, the company and the person pitching wasn’t mindful in their approach. They didn’t know us, our business or our clients and they took the lazy shortcut of a one-to-many presentation. Their approach thwarted our interest in the product and ultimately the opportunity to work with many of our clients.

So, will this ill-directed software company survive in the long run? I suspect they will. But a candid follow up conversation with them allowed us the opportunity to give them some very direct feedback about their approach.  They seemed receptive to our insight but we may never know if it provided any real value to their process.

We hope it did. In our increasingly collaborative world, being mindful is a two way street.  

Special thanks to my guest blogger, Doug Norwood!

President & Chief Operating Officer at Swarm Agency

Doug Norwood is an accomplished marketing executive with a knack for developing high-value, long-term business relationships. With extensive experience in leading digital, ecommerce, mobile and retail efforts for agencies and brand clients, Doug has driven successes in CPG, software, wireless, hospitality and in numerous other categories. As President and Chief Operating Officer at Swarm, Doug leads the agency’s new business efforts and serves as part of the company’s senior leadership team. Doug also serves as Vice President for the Atlanta Interactive Marketing Association (AIMA) and is the President-elect for 2016.

Welcome to the New Age of Privacy

            We are currently in the midst of a revolution that is changing every single aspect of our lives on a global scale. The digital revolution. In this digital era we have all the information we could ever seek to know at our fingertips, within seconds. The technological advancements in the 21^st century have been massive, and they only continue to progress. When considering all the information accessible to us through the Internet, most people can only think of positive implications. Of course, the benefits to society from unlimited information are innumerable, but they come with at least one important drawback: the breakdown of personal privacy barriers.

            Many Internet users release their personal information online, without even realizing the inherent risks. Connections between consumer information sharing, value received and risks aren’t well articulated. The majority of users don’t read all the fine print in the privacy section to find out how their information will be used or if it will be publically displayed. Now, information is so embedded in everyday life that it is becoming increasingly harder to step back, look critically at the tradeoffs and make intelligent decisions about whether to decrease, increase, or maintain the routines of exchanging information.

            Consumers are not completely oblivious, however. There’s a widespread notion that there’s less privacy than there used to be. But why would anyone give up any privacy? Consumers’ willingness to reveal personal information is age-related. Millennials in particular grew up in the digital age with accessible technology, so shared information is a huge part of our lives. We are more comfortable sharing our information online than our parents are. When I first began using social media, I made sure everything—my Facebook profile, Instagram, Twitter accounts, etc.—were on the highest level of privacy. Nothing I posted was viewable to the public, and I only friended, followed, and accepted requests from people I personally knew. As I became more experienced and comfortable with these sites, my concern for my privacy decreased. Now my recent profile pictures and cover photos are publically assessable. I realize I should still make efforts to protect my privacy, but it has become common practice online to share more and more personal information.

In addition, consumers are becoming more aware of the consequences of providing information, both intended and unintended. We know that marketers intend to use the data for business purposes, such as targeted advertising based on their information. Beyond marketing, consumers understand the hazards posed to them from data theft of bank, retail and other customer records. Several publicized data breaches have affected tens of millions of people across the United States. For example, Target’s data breach in December 2013 affected around 70 million customers, stealing their names, addresses, phone numbers, and credit and debit card information. Although customers still have some faith in their ability to protect the information they share online, in the future it may be necessary to readdress our standards of privacy.

Spring into Fall

            I took one step outside my door this morning and was immediately greeted by a frigid gush of wind. The trees around me are losing their emerald green lush as their leaves fade to a rusty orange and golden yellow. Now that it is deep into October, the temperature is finally cooling down, and it truly feels like fall is upon us. This season has many unique and inviting characteristics that make it one of my favorite times of the year. The first ideas that come to mind when I imagine fall are apple picking, cider, hayrides, corn mazes, pumpkins, sweater weather, Halloween, Thanksgiving, and of course, football season (Go Dawgs!).  As a fall-enthusiast, I appreciate all of the fall-themed decorations, ideas, and items businesses are introducing during this time. In fact, seasonal changes are great opportunities for brands and stores to pursue business goals with new marketing strategies.

            Launching seasonal campaigns can add value by giving a company a fresh look and feel and enhancing a brand’s personality. In addition, these types of campaigns can increase sales during slower months. All different types of businesses can update their marketing tactics to reflect the change in season. For example, restaurants can create special dishes with foods that are in season and retailers can inspire a seasonal wardrobe with appropriate clothing items and color-themes.

            One seasonal brand change I have witnessed is Starbuck’s special beverage offerings, including the iconic Pumpkin Spice Latte, Salted Caramel Mocha, and Toasted Graham Latte. They also change the design of their cups during this season. Starbucks does an amazing job with creating buzz around their seasonal changes, and encourages customers to try their limited-time product offerings. The excitement Starbucks generates in fall creates brand momentum and leads to higher sales in the fall and following months.

            While seasonal branding has many potential benefits, businesses have to be wary of going too far. Changing too much, too quickly can confuse consumers. Adding seasonal elements to a brand’s website may make the site more difficult to navigate or understand, thus aggravating consumers. Brands should avoid significantly altering a logo for seasonal purposes so that it is completely unrecognizable. Season-themed additions are enticing and advantageous, and as long as changes are executed strategically, customers will likely respond positively.

Words from the Wise

             “What do I want to do with my life?” I frequently ponder this question as I try to plan my “picture-perfect” life after college. However, I’ve realized that planning out my life and career goals to a tee isn’t only unnecessary, but is also impractical. In my experience, plans rarely go as expected. There are always unforeseen twists and turns that require quick adjustments and flexibility. It’s more beneficial to keep an open mind and explore all possible options and opportunities I encounter.

            During the SuperNova South conference in Atlanta this past weekend, I listened to and spoke with over twenty marketing professionals who immediately cast away all of my doubts. They each recounted their college and first job experiences and reiterated how different their intentions were then than they are now. Some of the speakers never used their major; others took jobs right out of college that are completely unrelated to their current occupation. Moral of the story, there is no “cookie-cutter” path or method for reaching your ideal career goal. This is especially reassuring for hundreds of college students like myself, who haven’t decided on a distinct career path. The speakers at this conference gave such insightful advice for aspiring marketers. Five ideas really stood out to me.

          1.     If you want to be the noun, do the verb.

If you want to be a writer, write. If you want to be a graphic designer, design graphics. In the real world, people respond to someone who has done something and has work to show for it. In the creative world especially, it is important to create and maintain a portfolio to showcase yourself and what you are capable of.

          2.     Leave it better than you found it.

When you first accept a new job, it takes more than six months to become adjusted to it. The entire first year of a new job is just getting going and figuring out the ropes of everything. The second and third years of a job is excelling. Therefore, don’t leave a job right after being hired. Not only is it a pain for your boss to find a replacement, but you could also miss a great opportunity if you walk away too soon. Be patient and work hard to improve the company so it will be better than when you first joined.

          3.     You can do anything, but you can’t do everything.

You are only one person; don’t spread yourself out too thin. Think about what actions will make the biggest impact on the business and pursue that one initiative. It is much better to invest a lot of time and perform one task very well. Adopt a quick win strategy by focusing on a two to four week project at a time. By completing a lot of quick projects, you can gain momentum.

          4.     Only thing constant is change.

The world of marketing is ever changing. Business is an extremely fast-paced environment, and it is crucial to stay up to speed on everything occurring in the business climate in order to be successful. You don’t want to be left behind, so stay informed, flexible, and ready to enact changes when necessary.

          5.     Passion sells.

Passion is key to marketers. You must understand how to connect with people on an emotional level to achieve your objectives. Consumers are more likely to do business with people they can relate to, like, and trust. Similarly, passion should be your driving force in your career efforts. You want to have a job that you would do for free. So look at job descriptions and note the key qualities and skills they require. Follow your own passions to discover what career path is the best fit for you.

Campus Marketing Insights from a College Student

As a third-year student, I always feel pressed for time trying to balance my busy schedule filled with classes, homework, and studying with my health and social life. At times it may seem impossible to allocate enough time to all three of these categories. Because of my constant time crunch, whenever I’m on campus I usually close myself off to outside influences and stick to my own plan. I try to ignore all of the companies, clubs, and other organizations that promote themselves on campus because I don’t have the time to spare. But the second I spot free giveaways like food or t-shirts, somehow I can find the time to divert from my hectic schedule and check out what the organization has to say. This is the weakness of college students. There is a lot of truth in the stereotype of the typical “broke” college student with a stretched budget. Between paying for rent, utilities, groceries, textbooks, and other amenities, college students are always looking to get the biggest “bang for their buck”, without spending too much. 

College students have unique qualities as a target segment. The most successful method I have witnessed of attracting this segment is providing an incentive. Whether the incentive is a free t-shirt, food, trial, or discount, the offer is bound to make students pause and listen. Another characteristic of college students marketers must take into account is their preference for mobile devices. With such active schedules students are constantly on the go. As a result, mobile strategies are the best ways to reach college students.

I recently discovered two mobile applications that successfully incorporated these two marketing strategies. Hooked is an app that offers its users discounts and deals to various local restaurants. Pocket points is an app that gives students awards for not using their cell phones during class. Students can then “cash in” the points they earn for discounts and free items at local and online businesses. These apps present great marketing opportunities for local businesses. The apps provide massive exposure for their company to thousands of students who may have never expressed interest without the app.

The New Food Fad Featuring PETA

            Trends in society are not just limited to fashion. A new fad in the food industry revolves around healthy eating. Popularity is increasing for gluten-free, non-GMO, grass-fed meats and dairy, locally grown fruits and vegetables, and even vegan food options, creating commotion for the current “health craze.” I have always strived to fill my diet with healthy foods. I also don’t eat red meat, although this is based on moral grounds. I’ve been a passionate animal rights advocate my entire life. My parents had three Great Danes when I was born, so my love for animals was engrained in me at a young age. That being said, my stance in strong support of animal rights aligns with that of PETA—People for the Ethical Treatment of Animals. I know many people are apprehensive or even repulsed whenever the name of this organization is mentioned. This reaction is reasonable since PETA is known for aggressive marketing campaigns, many of which have been very controversial. Despite a wide array of negative and positive responses, PETA successfully draws attention to their message and ensures it is heard worldwide. 

            Some of PETA’s advertisements are more tasteful than others. Although advertisements with straightforward, harsh statements definitely speak louder, they may not be as likely to compel any changes in their audience. PETA’s statements like “meat is murder” can shock its audience, causing them to become defensive because they do not think of themselves as murderers as this phrase suggests. As a result, people will feel like they are being attacked, and might block themselves off from this message as well as futures ones. However, more clever advertisements including pictures of adorable animals are much easier for people to relate to and elicit more of a response. All of PETA’s marketing campaigns strike an emotional chord in its audience. The key is to trigger an emotional response that inspires, rather than scares, people to change their individual habits.

            Even as a fervent animal rights enthusiast, I believe some of PETA’s marketing strategies are too harsh. This organization does have good intensions and an obvious passion to protect animals. From a marketing perspective, it is important to consider the audience’s reactions to campaigns in order to achieve the desired results. PETA has executed many successful campaigns in the past, proving aggressive techniques can work. Moving forward, PETA can better influence its audience by balancing more aggressive campaigns with softer, more “G-rated” ones.