More Content Marketing

CRUNCHY NUGGETS:  Admittedly, today’s blog post is a bit of a “drive by,” as I quickly toss a URL at you and then scurry back to my work.  Regardless, this will still get your brain wheels turning…It’s a link to a great infographic (love me a good infographic, I do!) about CONTENT MARKETING.  “What is this content marketing, you speak of?” and “Why are we talking this like today?!’ To answer your first question, simply go back a post or two and read May 24th for the scoop.  To answer your second question…for fun, really, you know I like to crack myself up!  In any case…This infographic is from Mashable and gives good, crunchy stats and examples.  Enjoy and have a wonderful weekend!

http://mashable.com/2012/02/08/new-content-marketing-tactics/

TASTY TREND:  Content Counts

High Tech, Baby

FRESH IDEAS:  My Son is now nine, but when he was a wee tiny baby, like most nervous parents, we had a baby monitor.  We ultimately stopped using it because his sounds were SO amplified that you HEARD EVERYTHING, and therefore, did not sleep at all.  Flash ahead to today’s offerings and what I just read about in today’s TechCrunch:  a BabyPing.  Basically, it’s a camera that enables you to peek in on your child from another room – including in the dark!  And where you peek in is what makes BabyPing so tech and cool — you use it with an app on any of your “i” devices (iPhone, iPad, iTouch).  So the images and the sound go through your own wireless to give you the scoop on what your “sleeping” baby is up to.  As opposed to using a frequency — potentially tapping into a neighbor’s frequency, too, yikes!  The BabyPing is currently only available in Europe, but is expected to hit the US market soon.  A system like this makes perfect sense for today’s Moms as 61% already use their mobile phones for internet connections; and Moms spend twice as much time online than others (according to Nielsen and BabyCenter).  Moms are mobile.  Mobile are tech savvy.  And now Moms can feel good about their babies with a cool new tool!

By the way, I did want to mention that there is a really good study about today’s Moms and their media consumption from Nielsen and BabyCenter called “21st Century Media Mom Report” (where I pulled the stats) that just came out in April.  A crunchy bunch of other Mom studies worth checking out are here, too: http://www.babycentersolutions.com/research_studies?bclink=logo&scid=20120522_trade_21stmom:4  TASTY TREND:  Go Mobile

Content Marketing 101

CRUNCHY NUGGETS:  A few weeks ago, I had the opportunity to attend a conference about Content Marketing.  My thought going in was “oh good…I’ll learn about how to make Facebook posts richer and more engaging.”  Um, no.  That wasn’t it at all.  It was bigger…much, much bigger.  Instead, I learned about a new, strategic approach to marketing.  One that is just being pioneered.  Like I said, it’s big.  And a number of major brands and agencies are heading in it’s direction.  To give you the short of it…

Tell me a story — Content Marketing based in really good brand strategy.  Knowing exactly what your brand’s mission is all about.  And then telling that story in the form of content.  Whether it’s content to entertain, or to inform, or to help out a potential customer (or influencer, for that matter).

Who, what & where — Content marketing is also about knowing exactly who your targets are…identifying them by specific persona…and then understanding what kinds of information and content they would like or need.  It also means knowing the purchase cycle very, very clearly — who is at what stage, what do they care about at each stage, where they connect with your brand.

Just because you can, doesn’t mean you should — One of the most important lessons about content marketing is that sure, you can have a blog and a twitter feed and craft white papers and generate videos.  But if none of this “tells your brand story,” and none of this makes sense nor is wanted by your targets, no reason to have it.

Curated vs. original — Another ah-ha (for me, anyway) was defining curation.  I’ve heard the term curated content used in conjunction with Pinterest.  And now I understand why.  Curated content is taking your brand’s story or focus, and then pulling in whatever is the most relevant content (information, articles, images, etc.) to share with your audience.  So Pinterest takes themed boards and enables you to curate around the theme.  A smart approach, from what I learned is to make sure you have at least some of your own original content (15%) and then go ahead and curate (85%).

At the conference, we heard about really big brands and companies with whole departments dedicated to content marketing.  As well as services that help to publish and organize content.  People, this is big, it really is.  At the very least, best practices such as having a written, clearly defined brand mission, knowing your targets, knowing your purchase cycle, having a road map of what gets shared when, are all good things for any brand.  No matter how big, how small, even if the words “content marketing” are never spoken.  By the way, I should mention that my selected image is a snack buffet…so if “salty” if your brand focus, that’s your content!  TASTY TREND:  Content is King

Shut Eye

FRESH FACTS:  I love crunchy nuggets and really fun stats.  And applaud any brand or retailer that digs them up for their PR purposes.  I just read a few in the June issue of Real Simple magazine, and then hunted down the actual press release that I wanted to share.  These are from Sleepy’s — as in the mattress retailer.  A few months back (around Daylight Savings time, actually), they had the National Center for Health Studies pull the average sleep hours for different professions.  And here’s what they found.  Think you get the least amount of sleep?  It seems that the least amount of sleep is among people who work as:

Home Health Aides (topping the list for least amount of sleeping hours)
Lawyers
Police Officers
Physicians, Paramedics
Economists
Social Workers
Computer Programmers
Financial Analysts, Plant Operators, and Secretaries

People who sleep the most — and are, therefore, thought to be well-rested — are typically in the professions of:

Forest, Logging Workers
Hairstylists
Sales Representatives
Bartenders
Construction Workers
Athletes
Landscapers
Engineers
Aircraft Pilots
Teachers

The study attributes higher stress levels to drive the folks who get no sleep.  And working outdoors to drive the better, longer sleepers.  So it seems if you want to get a little more shut eye, put on your flannel, get your chain saw, and head to the forest!  Interesting, right?!  Excuse me while I go take a nap…  TASTY TRENDS:  Buzzworthy

Come Fly with Me

FRESH IDEA:  I love when “would it be great if we…” ideas actually come to life. And this is a great example in gaining press buzz.  Delta Airlines is the Official Carrier of the NY Rangers.  The Rangers are currently in the Stanley Cup playoffs with the NJ Devils.  Delta is offering a a free charter flight for select Rangers fans Saturday, May 19th.  The Delta flight departs from LaGuardia, NY for Newark, NJ at 10 a.m. And the flight is going to take all of 17 minutes total.  These fans will then be whisked to the next Rangers/Devils playoffs game in Newark via ground transport.  Indeed, there is a return trip back, too.  In order to qualify, you needed to have:  filled out a form online by yesterday; have tickets to Game 3; and qualify to fly with FAA regulations.  Winners are chosen first come, first served to fill the plane.  And there is an overlay to win two game tickets for next NY Rangers playing season.

Now, what I like about this program is that: it’s just fun PR…no payback, no sales bumps, just press buzz.  And what a great, once in a lifetime opportunity!  For a fan, this is excellent!  Particularly as the NJ Devils had a “no blue” campaign in place for keeping Rangers fans away from their home ice on Saturday.  Nice leverage of a partnership!

Hey, hope your weekend is equally as delightful and lightheartedly fun.  TASTY TREND:  Buzz Baby

DIY Crazy

CRUNCHY NUGGETS:  In the past, I’ve shared crunchy nuggets that I’ve read about or seen from a pedicure chair.  And last Friday certainly had my brain bubbling as my toes sat in a foamy bath.  It came as I read through my mail and browsed the latest Williams-Sonoma catalog.  They now offer an “agrarian” (i.e., think WWFD — what would a farmer do) section, dedicated to helping customers DIY foods and make things at-home.  Well beyond cooking and into areas such as: gardening, beekeeping, chicken coops, as well as kits to make your own cheese, vinegar, sprouts, mushrooms, and kombucha (a fermented tea that is supposed to be packed with healthy properties).

Now…I wasn’t surprised (nor should you be) because all of this feeds into the larger trends of: slow food – knowing where your ingredients come from – gardening and growing your own – keeping things local.  But I was taken by the extensive selection Williams-Sononma is offering, along with resources for DIY’ing it, my goodness!  It made me wonder if DIY, cottage-industry-type behaviors are a new sort of status among a Williams-Sonoma crowd, which I would imagine is more high-end – ?  Are there bragging rights in serving cheese and vinegar that you made yourself?  Again, I would think yes.  What are your thoughts?  Is this just another fad or will we see DIY kits like these for the masses?  TASTY TREND:  Food and Flavor Trends; Slow Foods;  Keep it Real, Keep it Local

More List-Making Stats

FRESH FACTS:  Oh my heavens I have been so very easily distracted this afternoon.  While searching for client needs, I stumbled upon this nuggety chart that complements my last blog post about shopping-list-making habits.  This chart shares what drives consumers to put items on a shopping list.  (Note that it’s consumers who have access to the internet — that’s how the were segmented and participated in this survey, granted, so not every last lovin’ consumer.)  What I found most interesting:

Brands still win — Loyalty, peeps, loyalty.

Followed by coupons — A good deal will consumers’ attention.

And then look at #5, WOM — Jump back a few blog posts and we noted how word of mouth is still the most trusted form of communication among consumers.  But personal experience, a good offer, a deal at-store, and the need for an item in a recipe will trump WOM.  Huh!

Boo hoo for TV spots coming in dead last with small percentages noted.  Oh well.  This chart gives nice splits of gender and demos, too.  Hope you find it helpful.  And hope you have a wonderful weekend!  TASTY TREND: Shopper Marketing; Retailers Rule

Shopping List Truths

FRESH FACTS:  Do you make a list before you go grocery (or drug store, or mass merch, or club) shopping?  I do…and I certainly stray from it (try new things, buy things I know I need anyway, regularly, etc.).  My Husband (when he had his own household to maintain) did not stray from his list, not at all.  So…which behavior is more common?  Mine, apparently.

According to a study just shared by the Integer Group and M/A/R/C Research, 9 out of 10 consumers make impulse purchases, straying from their lists.  Why?  Sale and deal driven: 66% of them said were motivated by a sale or promotion, and 30% said they found a coupon.  And interestingly, as a treat: 23% wanted to “pamper themselves.”  Now, as brand and marketing types, this can be good news, because it means that in-store promotions, offers, and deals are important; and there is still time to convince a consumer in-store that your brand or product is what needs to go into baskets and get purchased.  Particularly if it has “treat” value.  But alas, out of store consideration and brand loyalty still plays a role with 61% of consumers saying that their impulse purchases were primarily influenced by a brand they currently use.  So how many impulse items are we talking about?  Not many apparently: 61% of consumers who shop off-list purchase an additional one to three items.  By the way, this study was noted in both Progressive Grocer and Drug Store News today, in case you need.

So do you make a list and then go astray?  Do you have regular purchases and do they make the list?  My brain can’t hold that much, I have to have a list for some guidance.  You?  TASTY TREND:  Retailers Rule; Shopper Marketing

Share & Share Alike

FRESH FACTS:  Last blog post, we chatted about the power of Word of Mouth, and just how much trust consumers put into what their friends and family say about brands and product experiences.  Today’s new facts and figures build off of the power of word of mouth, specifically: how strong social can be in terms of driving actual online purchase.  “Nice funnel” you’re saying about the image created by Social Labs (who shared these stats on Marketing Charts.com)…why thank you.  Now let’s walk through it together, shall we…

• 62% of social consumers read what others say about products on their friends’ Facebook pages
  
• 75% of these readers then act, clicking through to the online place where the product was purchased
• And in end, 53% of these folks buy something after clicking through

Having monitored chit chat in social spaces for a few brands, it’s no surprise that the leading reason consumers share their purchases so actively on Facebook is to share the good deal/savings opportunity (41%, from personal experience; we’ve often seen spikes in brand mentions specifically around offers and good deals).  And interestingly, 3 in 5 consumers say that they are likely to stay and shop on a website if they are shown their friends’ activities on the site; and 57% are more likely to make a purchase if they see a list showing their friends who have made a purchase on the website.

So aside from once again proving how much trust and power there is in WOM, it also goes to show (for brand and marketing peeps), how important it is to:  give consumers opportunities and encourage sharing around online purchases; as well as what they’re loving/looking at/wishing for.  Well, as appropriate to a brand/product, of course.  “Hey, world, I just bought this super cute baby product” seems to make more sense than “Hey world, I just bought this terribly personal or mundane product.”  And I would be so bold as to extend that to other social spaces (e.g., pin buttons, tweet buttons, etc.).

How was your journey through the funnel good?  How to crouch down a bit at the end and you need to stretch now?  No worries, I’m sure you’ll feel OK in just a few.  By the way, here’s where you can find the original funnel and all of the crunchiness around it: http://www.marketingcharts.com/direct/social-shares-drive-1-in-4-online-shoppers-to-purchase-21651/TASTY TREND:  Socially Acceptable; Power to the People Like Me

WOM & Reviews Rule

CRUNCHY NUGGETS:  “Oh…so look who’s decided to get back to blogging…” Yes, yes, I know.  I’ve been busy, I’ve been on vacation, I’ve been, well…just not sharing, so my apologies.  I won’t belabor the excuses.  What inspired me to come back to the nuggets today was a refresh of stats.  Stats I’ve shared before, whether it’s on this blog or as part of insights.  And so I thought it best to capture their shiny newness, so as to have them on-hand and ready to go.  I’ll cut right to them…According to a global study just released by Nielsen:

• WOM continues to rule: 92% of consumers — globally, mind you — say that they trust word-of-mouth recommendations from their friends and family above all other forms of communication.
• And so do online reviews — even if they’re strangers:  Right behind WOM are online reviews, coming in as the second most trusted form of communication (70% of consumers surveyed).  Side note: Nielsen calls both out as acknowledgements to “trust in earned media.”
• Online is trusted and has grown:  According to Nielsen, 58% of online consumers trust digital “owned media,” such as messages on company websites; and 50% feel that opt-in emails are credible.  36% of consumers trust online video ads, 33% believe messages in banners — up since 2007.  When it comes to search and social, ads in search are trusted by 40% of consumers (also up since 2007); and 36% of consumers trust sponsored ads on social networks.
• What’s down = traditional:  messages delivered through TV, magazines, and newspapers have all experienced declines in trust levels since 2009.  Down 24%, 20%, and 25% respectively, wow!

Seriously, these stats are like bringing a snack on an airplane:  you think you don’t need it, but then you end up sitting on the runway for hours and boy oh boy would you just love to have that granola bar right now!  Seriously good brain food nuggets that are just smart to squirrel away.  Hope all is well with you.  It’s nice to be back!  TASTY TRENDS:  Digitally Focused; WOM Rules