Where You Grow From Here

Archive for May, 2010

Fastest Growing Demo on Facebook Is . . .

Wednesday, May 19th, 2010

The fastest growing demo on Facebook is . . . Grandma! Actually, adults 55+, clearly not all of whom are grandparents. But staying in touch with family members is a primary motivating factor for “older” adults to join Facebook. This demo grew over 900% in 2009. Yep, 900%.

Facebook is now the most visited website among ALL adults, garnering more visits even than Google.

A few more interesting stats. Note that teens only make up 10% of Facebook’s users. The rest are all old enough to vote. :-)

Are Social Media Fans Better Customers?

Monday, May 10th, 2010

Any time a new medium bursts onto the scene, it seems that big brands and tech companies jump in and experiment, but it takes a few years before SMBs wade in. Understandably so, as SMBs typically have fewer marketing dollars and tend to spend them safely. They don’t have the time or money to experiment with untested, unproven tactics.

So I’m happy to report that social media’s been around long enough that we’re starting to see real results that SMBs can use to develop their social media marketing plans. This survey demonstrates that social media fans are more likely to buy from the brands that they support (on Facebook and Twitter, for example).

It seems like common sense, doesn’t it? Some of my favorite brands on Facebook are small ones. There’s a woman who started a company making necklaces for breastfeeding babies to fiddle with while nursing called “Mommy Necklaces.”  She has nearly 3,500 fans on Facebook (including me) and does an outstanding job of interacting with them. She runs random Facebook-only promotions and giveaways – and I realize I’m only a test case of one – but I’ve bought several more necklaces than I would have as a result.

When someone “likes” you (or “fans” you, as it used to be called) on Facebook, they are essentially giving you permission to market to them. Your updates will appear in their Facebook stream (think of it as their Facebook home page). So while they’re checking out what their friends are up to, they’re also reading your posts. It’s a great way to promote discounts, contests, and ideas. If you’re a B-to-B company, use it to show off your smarts. Post articles or information that might interest your clients.

And when your followers post on your Facebook page, write them back! Thank them, respond to their comments, engage in a dialogue with them. You are forming a relationship online and more and more, these online relationships are becoming BIG drivers of word-of-mouth and new business.

Need help? Let me know. In the meantime, come follow us on Facebook!

The Value of the Perfect Pastry

Friday, May 7th, 2010

promotional marketing

Author: Kemba Johnson

What you would give to a client, you should always give to yourself first.

I’m standing in a Mexican supermarket choosing pastries called besos, empanadas de crema and tabasqueños. No, I wasn’t grocery shopping (well, maybe a little), I was working.

New Thought Marketing was putting together a Cinco de Mayo gift box for clients. And we wanted to include some delicious Mexican pastries. If the boxes were long enough I’d just include the churros from my favorite stand and call it a day… after I tested them one more time of course.

But the box wasn’t long enough. So there I was on my grand pastry expedition. The first sweets I tried were frankly just okay. If I got these in a box, I’d think the idea was cool, but I wouldn’t be excited.

Off to the next place where the empanadas were soft, fresh and delicious, with a light dusting of sugar on top. Perfect. Two bakeries and six pastry tastings: It was a difficult job, but someone had to do it.

So the moral of the story (and yes there is one) is test your marketing promotions in order to give away value. It may be just a 10-cent pen. But if it has your name on it, it represents your brand. So it had better be a good pen, one that you’d like someone to give to you, not one that you have to shake to get to work (don’t you hate that).

At New Thought Marketing, we will often take a client to a promotional items showroom. Not only does this allow our clients to discover new promotional ideas, it allows them to test the quality. As much as you can, try to think about what a customer would be excited to receive, instead of what you are willing to give away.

Sometimes the answer will surprise you… and can actually be cheaper. For example, a major long distance company (I leave which one to your imagination) was offering 30 free minutes, 60 free minutes or a free long distance call of any length to new calling card customers.

Not only did the free long distance call win more new customers, it was also the cheapest, costing about $2.95 on average vs $11.50 for the 60 free minutes and $5.75 for the 30 free minutes. Without testing or putting themselves in the customers’ shoes, the company would have lost potential new customers.

Which one would you have chosen? Think about it: What is 30 minutes or even 60 minutes worth to you? It’s a little too nebulous to wrap your mind around. But a free long distance call…well, that’s a free call to your mother to say everything you need to say. And it doesn’t matter how long it takes. A conversion is ultimately more valuable than free minutes.

In the end, I hope our clients found the pasties delicious…I know I did. Too bad I didn’t have the pleasure of searching for the perfect margarita mix!

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