Pokémon Go – The Next Big Thing in Marketing?

By Kelly Wright

Unless you’ve been asleep under a rock for the last three weeks, you’ve probably noticed gangs of excited teenagers and 20-somethings traipsing the streets looking for Pokémon.
Pokémon Go is a massive cultural phenomenon – just see the madness caused by an elusive Pokémon in New York’s Central Park.

Despite the game only being available for a few weeks, it is already the biggest mobile game ever, peaking at 21 million daily active users in the US alone.

Its’ popularity amongst millennials is obvious, but could Pokémon Go have an impact on marketers? Smart business owners are already purchasing the in-game ‘Lure’ module to attract Pokémon – and the players – to the area at a cost of $2 an hour. This increased footfall benefits consumer facing businesses like shops, bars and restaurants, making the Lure a simple and cheap marketing strategy for small businesses. Spending approximately $10 on Lure modules for a day resulted in a 75 per cent rise in business sales, for example.

You don’t have to be a small business to take advantage of the increased footfall in your area. Enterprising kids in the US are setting up lures and profiting from snack stands near their houses. An animal shelter in Indiana has increased volunteering by encouraging Pokémon trainers to walk the shelter’s dogs while they search.

It could also have benefits for major brand retailers. The software developers behind the app have stated that sponsored locations will be introduced soon, creating a new source of revenue for the already hugely successful game. The first collaboration is thought to be with McDonald’s in Japan and will coincide with the release of the app there. For now though, this remains an unknown.

But will Pokémon Go have a lasting impact? Probably not. It’s a fad and like all fads before it, the audience will eventually fade and move on. Today’s Pokémon trainer won’t be playing next year, or maybe even next month. So now is certainly the time to look into a little Pokémarketing, if it fits your business model and target audience. Once Lures become more commonplace, they will lose their impact and as the audience switches off, ROI will slow. For now though, you gotta catch ‘em all.

Six Reasons We Love the British Summer

By Kelly Wright

Summer has well and truly hit the UK. While we make the most of our mini heatwave, here are six reasons to love the British summer.

BBQ

No matter how brief it may be, sun equals instant BBQ for Brits. Cremated sausages never tasted so good. Plus there’s the added thrill of avoiding the threat of rain.

Light summer nights

It’s depressing in the winter when it’s dark before you leave the office. Whether it’s a glass of wine in the garden after work or a walk after dinner, take advantage of the longer summer evenings.

Eating outside

Picnics in the park, BBQs with your friends, ice-cream on your lunch break. Nothing beats a bit of al-fresco dining, as long as you don’t mind swatting the insects away.

summer

Suncream

One sniff of suncream has the power to transport you to the tropical island of your dreams. Summer in a bottle!

Pimms

There’s no summer drink more quintessentially British than Pimms.

Wimbledon

What is a British summer without Wimbledon? Flag-waving, the Royal Family, constant rain interruptions – the annual tennis championship is just so British. No-one does pomp, pessimism or patriotism quite like the Brits. Even better when Andy Murray wins.

Win Clients and Influence People With Crystal Knows

By Kelly Wright

Crystal isn’t my best friend or colleague. She’s never met me but she definitely knows me.

Ask Crystal about me, and she’ll tell you that I make decisions based on logic (true), approach problems methodically (definitely correct), and feel most comfortable knowing all the details (right again)Crystal

She’ll even tell you how to interact with me: set clear expectations, stay objective rather than emotional and use data to prove your point. She’ll also tell you to how to work with me for best results – be prepared for meetings, be logical in your arguments (both true!) and compliment a job well done (well, everyone likes their work to be recognised!)

Crystal2

Crystal is an online app that shows you the best way to communicate with customers and prospects by analysing their online footprint to determine their personality profile. It builds this profile by trawling through publicly available information: Facebook posts, blogs, tweets and the other crumbs we leave behind on the internet.

It works on the idea that understanding someone’s personality helps you communicate more effectively, allowing you into the head of your customers to get them to take the actions you want them to and accelerate relationship-building.

Each profile search returns advice on how to speak, email, work with or sell to them most effectively. It tells you the words, phrases, style and tone you should use to resonate with your target – even their tolerance for sarcasm and emoticons. A lot of the functionality is available for free, with the paid version even drafting live emails for you via a Gmail plug in.

It’s certainly weird having a computer summarise your personality, but given how much professional communication happens online, it could be a useful tool to have at your disposal. True, it does feel a little creepy that a computer knows you better than you know yourself but the potential business benefits outweigh the feeling of unease. Recruitment, getting to know customers and first contact with a prospect could all be made easier with Crystal’s help understanding their personality. Look up your profile to see what Crystal Knows about you.

How to Make the Most of Your Social Media Strategy

By Kelly Wright

From videos and blogs to Twitter and Facebook, social media has become part and parcel of modern marketing. But some people are reluctant to invest resources in it as a worthy marketing strategy.  These five best practices will show you how to generate significant return on investment through social media.

1. Listen to your customers
Social media comes in many forms so you need to find out where your customers are. You need to know them inside out to understand their buying cycle and how they consume content. Plug into the channels your customers use and focus on them. Engage with customers to find out what they’re most interested in and why, and act on every response. Asking the right questions and engaging with your customers in the right way is the first step towards a strong ROI.

2. Align with traditional marketing
Social media is an invaluable communication channel with the unique capability to capture customer feedback in real-time. Your social media strategy should support and complement your broader product marketing strategy. Compelling messaging and a coordinated communication plan will help you run these in tandem. For example, if you run an email campaign for a new product, you should support it with social outreach. Use unique tracking URLs for each channel so you know what vehicle drives the most traffic.

3. Map to business goals
What does ROI mean for your company? Is it total number of sales or qualified leads? More downloads of a document or money saved? Establish your goals and clear metrics, then determine what tactics will help you achieve them. Try to broaden your criteria from traditional captured metrics from Google Analytics, Omniture etc (page views, time on page) to other measurements. You may want to consider Facebook ‘Likes’ for example, but ensure you define what the Like means from a business perspective. What do you do to keep that person engaged after the initial ‘Like’? What is the conversion? When and how might that conversion happen? A conversion could be a sale, a download of campaign material or participation in a webinar or event. Determine how your conversions will be measured before you launch.

4. Don’t forget qualitative results
You can benefit from a raft of qualitative measures when using social media marketing. Comments, customer feedback, market insight, publicity, brand awareness, problem solving, customer service, event marketing and even recruitment are all possible using social media. Your company may agree to consider a range of qualitative business benefits as acceptable ROI.

5. Become a habit
A good trick is to make yourself so useful, customers turn to you first out of habit. Ask yourself what problem you can offer a clever, unique or novel solution to. Could you use this to talk about your product in creative ways that bring value to your customers? Post less to offer discounts or gain attention and more to solve customers’ problems.

Do you use social media in your marketing strategy? How do you measure your ROI?