Lego: More than a kids toy

To many consumers Legos are either seen as a kids toy, or the bane of our feet when stepped on.

What I appreciate most about these little blocks is how the brand has grown and adapted since the early 1930’s.

Our friends at Hubspot put together a great overview of the brands history and how it grew from a small family owned toy shop into a worldwide brand.

You can check it out HERE

LEGO_logo

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Proven concept –> New vertical –> High quality leads

As an email marketing company, we quickly found ourselves driving CPA and CPL web based traffic to our clients offers. In our time mailing offers we learned quickly that there are a lot of shady characters in the web based Lead Gen world.

We have been doing a lot of work in the Solar space, generating residential solar interest leads. However, with many of the top markets being so saturated by web based lead generation we frequently found issues with the quality of the leads.

Enter TV based inbound leads: WATCH OUR TV SPOT HERE

No more wondering if a lead is genuinely interested in solar. No more wondering if the lead is authentic. On every inbound call, our call center fully qualifies each lead and we distribute them in real time based on our buyers geographies and their budgets.

When consumers see our 60 second TV spot, if they are interested in learning more about solar energy solutions they call into one of our US based call centers. Once a lead is qualified they are informed that a solar energy specialist from our network will reach out to them with more information in 1-2 business days.

Because consumers are voluntarily requesting more information we have seen a great contact and conversion rate on these leads from all verticals we are currently airing for. Mass tort, medical supplies and now solar.

Ask us to send you a case study from our initial test earlier this year and call recordings today!

402-991-5517

Ian Pugh – Ian@truemailmarketing.com

Patrick O’Neill – patrick@truemailmarketing.com

Doubling down won’t double your results

Daily Dilbert 8-7-2015

This strip goes to show us how dysfunctional some offices can be. Alice decided to double Dilberts workload by suggesting to their boss that having 2 computer screens instead of one, means you should be able to do twice as much work.

To some people this may make sense, but is it realistic? I don’t think so, especially when it comes to marketing. Doubling your efforts probably wont double your output.

About this time last year I had a client in a fairly large metropolitan area that saw great results from our email broadcasting. We were reaching out to the closest 250K consumers that matched our clients demographics and ideal purchasing behavior. When the client asked to double the audience size, we happily obliged. However we didn’t realize that he was expecting everything from the campaign to double.

When we doubled the audience size, the client was aware that we expanded the geography slightly to accommodate his request.  In doing so, we altered several variables and our end results were noticeably lower than when we were targeting a smaller and closer audience.

Balance is key

There is a concept similar to Supply and Demand that applies to marketing efforts. The “Equilibrium Point”, where ROI is maximized will constantly be shifting similar to supply and demand.

Finding this point is kind of like playing a game of Marco Polo. You shout “Marco” and reach out to a specific audience, in a specific geography with a targeted message and you wait to hear the “Polo” results from your efforts. You can always try to get better with your marketing and increase your ROI.

Solution

When making changes to your marketing, make sure to clearly identify how specific aspects have impacted your result. Changing one variable at a time can be time consuming, but patience will allow you to finely tune your brands messaging and lead to continual growth!

Sometimes less is more #DailyDilbert

Daily Dilbert 8-4-2015

The Pointy Haired Boss brings up a great example of how a well known company has captured an entire brand in 3 words. “Just Do It” resonates a powerful message and emotion with consumers that are familiar with Nike.

When you think of brands like State Farm, McDonalds, Apple, Nike, The Marines and many others they have a slogan/tagline that most people associate with the brand. These taglines are essentially abbreviated messages that tell people what makes up the brand. They allow for consumers to read between the lines and gain additional insight into the who, what and why a brand is.

And best of all, they’re short enough to remember forever!

Here is a bit about the DNA that makes up any message, and how you can become as memorable as the brands I mentioned earlier.

Be memorable

This goes along with being easy to recognize. If someone can hear it once or twice, and easily remember it your message will be much more effective. You have only seconds to capture a consumers attention and share your message so make sure it is memorable.

Share benefits

Make your benefits easily visible to your consumer. “Like a good neighbor, State Farm is there” clearly shares that their agents are easily available, which is a strong benefit that consumers will appreciate. Your benefits should be easily relatable, which should make it easier to incorporate them into your message.

Stand out

Is your car the safest? Does it have the best fuel economy? Does it have the most power? Take what makes you better than the competition and share why you stand apart from your competitors. This is an important aspect of your messaging that will help with the next tip…

Connect emotionally

Your messages are are memorable, share great benefits and stand out from the competition. Now, that all has to be wrapped up in a ball of warm fuzzy feelings. If you know your audience well enough, you can begin to dig into your audience and let your brands roots develop in their hearts and minds.

I stole this next part from Hubspot…they have a quiz to see how good you are at recognizing brands by just their Slogan. You should take it and think about how you can emulate them with your brand! Take this HubSpot quiz

How to get consumers to do what you want through email

Clear and concise call to action.

There you go, thats it! You now know the email marketing world’s biggest secret to getting a consumer to do what you want. Although mind control would probably be more effective, we don’t have the luxury of Professor Xavier’s Cerebro. Instead we will take the next best thing and use email marketing to put our messages in our clients pockets.

What is a call to action in email?

We are all familiar with asking our audience to do something. This is the call to action that everybody knows about, but in email it needs to be handled a bit differently.

When someone chooses to engage with your email, what you want them to do must be BLATANTLY and SIMPLY stated. It also needs to be in the language that your audience speaks to make sure they know EXACTLY what you want them to do with no room for interpretation.

Thanks to Word Stream for compiling these Kick Ass call to action examples. Take a look at them and you will find a number of consistencies.

1. They stand out

2. They are simple

3. They are unique

Here’s why these are important….

Standing Out

In less than 1 second, your audience needs to know where they’re being directed and what they’re being asked to do. When that matches with their goals, they will take the step you’re asking them to. “Be awesome” & “Grow my traffic” on clickable buttons are  a couple of great examples of how to stand out in a way that will encourage engagement.

Staying Simple

We are all busy people, and if something doesn’t grab my attention immediately I will rarely take the time to learn more about it. If you can’t get your next step across in a couple of words, your audience is going to continue about their day without the amazing next step you provided to them.

Be Unique

Your competition is out there probably doing a lot of the same things you’re doing to build exposure. Make sure that you will be memorable when a consumer compares your brand to another one that is similar to yours.

Do you have questions about what types of CTA’s work well in your industry? Contact us and ask to speak with one of our experts in your industry!

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Innovation is the core of our success….What drives your success?

Idea and Success

in·no·va·tive

ˈinəˌvādiv/
adjective
  1. (of a product, idea, etc.) featuring new methods; advanced and original.
    “innovative designs”
    • (of a person) introducing new ideas; original and creative in thinking.
      “an innovative thinker”

What does it mean to be innovative? It’s not a question that I ask myself very often, but it is still very important to consider when strategizing and planning for the future.

Innovation is always going to be necessary if a business is planning on keeping their doors open. No company can continue doing things the same way forever, and no company should be content to do the same things.

At TrueMail Marketing applying an innovative thought process to traditional ideas and methods has been a focal point for our work.

Our efforts have led us to working with residential solar providers in a number of capacities. Most of these relationships have centered around doing the same thing that everybody else is doing in an incredibly saturated marketplace. Consumers are being inundated with web based messages about “Going Solar”, and our clients were seeing results that indicated our efforts would not be a viable solution for long.

After seeing lots of success in the mass tort space with TV commercials, we wanted to bring something new to the Solar providers that have been doing the same thing for so long. Instead of working through the muddied waters of web based leads, we took a model that was successful in another industry and introduced it to solar lead generation which is quickly losing its credibility.

Our process starts with a 60 second TV spot that talks about the benefits of going solar, and then encourages consumers to call in if they are interested in learning more. After they have taken a few minutes for our call center to confirm that they are in fact a qualified candidate for a PV installation, the expectation is set that one of our trusted installation partners will follow up with them within 24 hours.

These individuals are not incentivized in any way, which means that 99% of the people calling in after seeing our commercial are truly interested in going solar. The verification our call center puts each lead through ensures that our clients are only receiving leads that match the exact specifications for their ideal customers.

This has eliminated a lot of the work that our clients used to do to find, generate, qualify and close leads.

Does your current marketing company have a proven track record of pushing the envelope, and finding newer/faster/easier ways of achieving your goals? If not, TrueMail Marketing might just be able to earn your business. Contact us today if you would like to learn how we can put the same innovation and optimization to work for your specific goals!

How to piss off and alienate your audience #DailyDilbert

Daily Dilbert 7-16-2015

While the marketing manager in this strip thought she was being funny, she definitely offended a portion of her audience. Her attempt at humor was seen as an insult, and perception is reality for your audience. You may be missing opportunities all together to connect more deeply with your audience. Or in the worst case scenario, you push them away completely

There are a lot of good case studies from brands that have messed up with their messaging and offended a large portion of their customer base. Many times the messages are misinterpreted because of a cultural difference, which is why national brands will have different advertisements running in different geographies.

I’m sure everybody has seen the Allstate commercials with the Mayhem character. Well, there is another version that targets a Mexican audience because Allstate is a sponsor of the Mexican National soccer team. This is a good example of tailoring your message to your audience.

Don’t make the same mistake:

Gerber – When launching products in Africa, they used the same labeling as in the US with a baby on the label. When sales suffered, they did some research (a bit too late…) and learned that because many people cannot read, companies usually put pictures on the label of what is inside the package.

Pepsi – As the brand expanded into China they launched a slogan that translated to “Pepsi brings your ancestors back from the grave”

KFC – The US slogan “finger-lickin good” was interpreted as “eat your fingers off”

Coors – In Spain, the slogan “Turn it loose” translated to “Suffer from diarrhea”

These are some fairly drastic examples, but they serve as a great reminder that it is very important to know how your audience will receive a message. You should literally put yourself in your audiences shoes from time to time and evaluate your content and brand. Ask yourself what John Smith thinks, or better yet, ask John Smith and other consumers you interact with directly!

Connect more deeply with your audience:

Don’t be content to simply avoid offending your audience, you should strive to build a strong connection with your audience.

One of the easiest ways to do this is to know them intimately. By being constantly aware of what is important to them, you will be able to share specific aspects of your brand that will appeal to them on multiple levels. This goes beyond simply providing the lowest price, or the best product.

Consumers make buying decisions based on the perceived value of a product and that can be heavily influenced by a brand. One message perceived as insensitive, or even as something that doesn’t appeal to my needs gets ignored. On the flip side, one that speaks to me will be substantially more likely to receive my money down the road.