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SEO Lead

First things First!

By on February 22, 2013 in Blog with Comments Off

“First things First!”

How many times have we all heard this from the mentors in our lives?
 I can personally attest that I was told this at least 3252 times from mine.
When it comes to the website that supports your business, this exhortation is especially true. Because, if you don’t have a great looking, easy to navigate, rich with relevant content website, then you’re really limiting the potential of your Firstbusiness. But maybe you’re one of the few who are way ahead of the game. Your site is a virtual wonderland and it’s bringing in more business than you can possibly handle.
How can you tell how your site is doing? I thought you’d never ask!
Here they are……….. (Que the Booming Base Voice)

 

SIX CRITICAL QUESTIONS TO ASK ABOUT YOUR OWN SITE

 

  1. Is it super easy for your staff to change out text, copy, and video on you site? (So easy, that Gertrude, the original Receptionist of the Company, can even do it?)
  2. Do you receive compliments on how easy it is to find helpful information on your site, or do you cringe when you go there yourself?
  3. How good does your site look and feel when compared to your best competition?
  4. Do you have a professionally produced video on your site that will make people fall in love with your company?
  5. Are you consistently tweaking the keyword content on your site in order to optimize your site and raise your SEO scores?
  6. Is the LOOK of your site consistent with your Brand Personality?

 

If you answered these questions, then you deserve a hearty Atta-Boy or Atta-Girl for staring marketing reality straight in the eyes.
Where ever you’re at in the life cycle of your website, give us call and we’ll help you maximize it’s impact on your overall marketing effectiveness.

 

photo credit: -RejiK via photopin cc

Media Buying

Sarah, the Blended Lead, and the Art of Media Buying

By on November 28, 2012 in Blog with Comments Off

Sarah, the Blended Lead, and the Art of Media Buying

Tracking the “origin” of a sales lead used to be a pretty simple thing;  a consumer heard a radio spot, or a saw your newspaper ad, they looked your name up in the yellow pages and gave you a call. Then they probably went over to see Ward and June Cleaver. But that was yesterday, and yesterday is gone.

Sarah Sales Lead

Fast forward to present day and the media landscape has gotten fragmented to say the least. Now, thoroughly modern Sarah (our 36 year old target market personality) first hears a radio spot during morning drive. She’s busy sipping her latte and talking on her iPhone so she doesn’t quite get the whole message. Later that day, she’s standing in the lunchroom at work when one of your TV spots comes on, but her train of thought is derailed when her boss announces the latest crises. Finally later that night, Sarah plops down in front of her computer and does a search utilizing part of your businesses name. Fortunately, you listened to our repeated pleas for a consistent SEO program, so your name pops up right at the top of the page. Next day, she calls or emails, your enthusiastic sales person closes the sale, and life is good!

Media BuyingAnd now the big question; who gets credit for the Lead?

Answer:  They all do.

And that is precisely why you must have a carefully planned and executed integrated media plan.

 

photo credit: Weekend! via photopin cc

photo credit: thephotographymuse via photopin cc

The Hunch

The Hunch…

By on October 29, 2012 in Blog with Comments Off

The Hunch:

If you’re in business it’s bound to happen. You come up with an idea and something in your gut tells you it’s the perfect course of action…… BUT… everyone around you isn’t as excited as you are about it. You go over it a couple more times and you sell it the best way you can, but the key people aren’t buying in. And when the ‘key people‘ is important client, it’s especially challenging. We’ve certainly had our share of ‘Hunches‘ at SA’s Video Production Division, sometimes a Video Production Omahaclient will catch the vision and sometimes they don’t.  If not, then we usually just resign ourselves and proceed to plan B, which is usually a more conventional approach that the client is comfortable with. But sometimes, it’s really hard to give up, and that’s when it helps if you are willing to, as an old buddy used to say, “put your money where your mouth is.”

 
A couple of years ago, we approached a client of ours with the idea of shooting in a commercial in New York.  Since they are known for their New York Style Pizza, this hunch actually made sense.  But there was that cost thing, and the client just wasn’t convinced it would pay off. After failing to sell the idea I had practically given up, but then it hit me!  Just shoot the darn commercial and then show it to them.  The more I thought about it, the more excited I got.  Now all I had to do was figure out how to do it without losing a lot of money…if they didn’t go for it.

 

It took about a month of planning, but we got it shot, edited it, did a minor color correction and then invited the client over to take a look…..I’ll never forget that feeling; a cross between sheer exhilaration and stark terror as the seconds ticked by… Thankfully, they loved it!  And more importantly, it became the most successful commercial they’d every run.

 

So what’s the bottom line?  Sometimes you’ve just got to forget about the bottom line and go with your gut. Will it always work?  No, but it’s just possible that the challenges you face with some ideas can be a sign that you just may be onto something.
photo credit: Jeff Kubina via photopin cc
photo credit: Sprengben [why not get a friend] via photopin cc

Standing Out

Standing out

By on September 21, 2012 in Blog with Comments Off

During a recent Brand Assessment exercise, our team was reviewing a business that faces a common dilemma; in an ever increasing field of “me too” competitors, what is the secret to really “standing out”.
The textbook answer of course, is identifying the “Optimal Brand Differential”. A Brand Differential is something thing that you do better than the competition, AND is highly desired by the consumer.  But in order to have people EXPERIENCE your Brand Differential, you’ve also got to first “attract their attention.” That’s where the power of an attention getting “Identity” comes in.Standing Out

And recently, I was reminded of the power of a “Stand Out Identity” in a funny way at Mercedes Benz Fashion Week in New York. One of the first shows we covered this year was set up as a “Presentation”.  In a presentation, models walk out and pose for photographers for about 5 minutes.  Then they leave and a new batch comes in. On this particular day, I noticed that I seemed to be getting a lot more “attention” from models than some of the other photographers.  At first, I chided myself for “imagining such a ridiculous thing.  After all, 
“Andre”  (my Fashion Week persona) is certainly not world famous”. Nor am I young or hip. But for some inexplicable reason, it seemed like each model was spending more time in front of my camera and they actually seemed to be “responding” more to my lens.

 
The mystery stuck with me till the end of our day when our Talent, Mal Pearson strolled over to the pit and took a picture of me alongside my “pals”. Later when I saw the shot, it occurred to me that maybe, just maybe, the extra attention was for a very simple reason.  Almost everyone else around me was dressed in Black or white, but with a bright red shirt on, I definitely stood out in the crowd.

 
Take Home:  As Apple used to say, “Be Different”.   It doesn’t guarantee you the sale, but it sure does help you to get a shot.  Literally.

Sleight Advertising - Video Production

Rock Star’s and Video Production…

By on August 3, 2012 in Blog with Comments Off

I sat down this morning and attempted to get into my “Blog Mind”. For those of you who dabble in this strange world, you know how challenging that can be sometimes. So I fell back on a conventional strategy; got a spot of tea, closed my door, opened iTunes and clicked absent-mindedly on a play list. One of my favorite Billy Joel songs, “I go to Extreme’s” came up. Good start, now what to write about? Billy came to an end but nothing came up. I was still staring at the screen when Peter Frampton started hitting his riff’s with the Stevie Wonder classic, “Signed Sealed Delivered”. (I know I’m really dating myself here!)

Then it hit me!

The first line, “Here I am, baby…” really seemed to capture what the essence of why Video is the absolute King of the Hill when it comes to promotion. When ever you use a well produced video on your website, in your commercials, or corporate video, it is as if your brand is dressed to the Nines, and singing out a sweet siren song, “Here I am, baby”…..signed sealed delivered, I’m yours! It’s hard to over-emphasize just how important it is to have pristine HD video as part of your marketing efforts.Video Production

Recently, we completed a project with a client who had initially responded to the idea of a 2-minute company video with a fair amount of skepticism. However, they were curious enough to proceed. The Sleight Advertising team developed a great script and production plan and then spent a day on site shooting the business and testimonials. When we got done, they were absolutely blown away, not only by the Quality, but also by the sheer impact it had on their site’s overall power. So, take Peter’s advice, and get on the, “Here I am baby” video bandwagon. And don’t worry; if you call the SA Video Production Team, you won’t have to go to “Extreme’s” to get it done. Sorry, I couldn’t resist.

Opportunists

Opportunists!

By on July 2, 2012 in Blog with Comments Off

Opportunists!

In the world of video production, sometimes an “event” can take place that actually turns into an opportunity to make a better commercial or movie.

Last night we were shooting for a non-profit in an urban location that happened to be about 200 yards from an Amtrak Station.  We were directing some young talent on a running scene, when a train began approaching.  At first, I was frustrated because I was having to yell over the roar and then ‘it’ hit me. Having  a moving train as a background was a lot better than just having the soft tint of a dimly lit street!  The crew jumped into action and we ran the scene again to capture the moment before the train passed (if you’ve ever seen the movie “Super 8”,  you’ve got the picture in your mind).  Fortunately, we were better prepared and the train didn’t derail and explode in the middle of the scene!
When it comes to marketing your business, sometimes “trains” better known as problems or challenges, can occur that are actually thinly veiling opportunities for you to better market your business.   A couple of examples come to mind:

  1. A family or business needs your service because of  a high visibility disaster that will generate a major human-interest angle with the Press. Take advantage of the opportunity before someone else does!Opportunists
  2. A customer gives you a gushing thank-you for the work your company has done.  Strike while the iron is hot!  Capture this enthusiasm and passion in a testimonial.  I know you’re busy and it takes time, but this is the kind of  “Gold” that is rare and precious.
  3. Your company is introducing a new product or service.  Resist the temptation to just announce it with a half-hearted press release and tri-fold brochure that has all the excitement of a children’s sparkler. Instead ask SA to create an attention getting media strategy that will launch things like a major 4th of July Mortar Explosion.

The next time a “loud train” shows up in your life,  ask yourself,  how can I take advantage of this? Don’t let “business as usual” keep you from utilizing innovative and exciting marketing approaches.

 

 

photo credit: josef.stuefer via photo pin cc

Brand Differential

TWO TOUGH QUESTIONS about your “GUN”

By on May 14, 2012 in Blog with Comments Off

Brand Differential

In a previous entry, we talked about how important consistency when it comes to your marketing and advertising budget.  Today, I’d like to give you the other key that can unlock steady growth even in a down economy; Your Brand Differential.

The Brand Differential is simply what your company offers prospective customers that sets you apart and distinct from your competition.

Tough Question One:  Do you know what yours is?
Now before you answer, there is a really important caveat; your brand differential isn’t what YOU think is important, it’s what YOUR CUSTOMER thinks is important. Honestly, many businesses are adept at creating a “me too” marketing approach. Then unfortunately, all they do to set themselves apart is by using price; a loosing proposition. But in order to really grow, you must do the research in order to establish your most powerful Differential.

Question Two:  Assuming you know what it is, are you leveraging your Brand Differential in the complete spectrum of your marketing communications?

 Once you know what your sets you apart in the mind of the customer, you’ve got to Brand Differentialmake sure to use it effectively.  It reminds me a little bit of the classic Stanley Kubrick movie, Dr. Strangelove when Peter Sellers character was yelling at Keenan Winn to bust open the Coke machine with is rifle: “Use the Gun! He yelled, “That’s what’s it’s for!” The same thing is true for your Brand Differentials.  You’ve got to use them or they don’t do you any good.

Case in point:  Right now I’m in a special medical clinic with my daughter back east.  When I was “shopping” for clinic like this, I had a hot button that I was looking; it definitely has to be “outpatient”.  Now I’m guessing we aren’t the only people looking for such a place, but when I did my research, this place didn’t turn up and the “outpatient” feature was not highlighted prominently on the website once I did find it.
Don’t make the same mistake; find your “gun” and then use the darn thing!

photo credit: Redfishingboat (Mick O) via photo pin cc

Media Buying

Traffic

By on March 31, 2012 in Blog with Comments Off

Traffic.

Traffic, we hate it when we’re stuck in it, but we absolutely love it on our site or in our store.

It’s what every business has got to have in order to thrive, especially in the midst of some of the most challenging economic conditions we’ve ever seen.

So what are some of the critical keys from our experience that will help you increase and sustain traffic growth for your business?Traffic

  1. Commit to a dedicated budget for marketing/advertising.
  2. Create and execute a “smart” marketing and advertising plan that maximizes reach, frequency, engagement, and a call to action.
  3. Advertise consistently; everyone in your market is on a different timeline.  So you have to be “visible” when they are ready to buy.
  4. Identify and stress Brand Differentials that connect with “critical needs” in the marketplace.
  5. Insure that your ad dollars are allocated on the basis of objective data, not on “what’s on sale this month”.
  6. Stand out:  consumers are inundated with over 40,000 messages everyday, so yours has to be unique.
  7. Connect with your customer across multiple channels and build a  “relationship” instead of a sale.
  8. Treat every customer touch point like your business depended on it.
  9. Make an objective analysis; can all these things be done effectively internally, or would you be better served by utilizing an outside resource?

photo credit: 27147 via photo pin cc

Market Share

A Bigger Piece of a Smaller Pie

By on March 30, 2012 in Blog with Comments Off

“We’re cutting the ad budget.”

I wish we had a quarter, (a nickel won’t cut it now due to inflation) for every time we’ve heard ‘cutting the budget’ over the last 20 years. Whenever there is a down business cycle, like the ugly one we’re in right now, it is always most tempting to sacrifice advertising dollars before anything else. But is that really the best strategy?

The most successful business owners and marketing directors we’ve worked with over the years, have had a somewhat contrarian approach; when the market is down, they buy. When you think about it, it’s a very effective strategy for picking upBudget share.  In a down economy, the pie has just gotten smaller, that’s all.  Customers are still out there.  They still need your service, but there’s just fewer of them.

However, it’s more important than ever, when they are ready to buy, you are the one they think of. Now here is the secret; the herd cuts their budget.  But savvy opportunists take advantage of these cutbacks by becoming more visible in the media and picking up share during the down time.  This not only strengthens their business now, but will help them grow faster when the economy takes off again. The other secret is to have the right people negotiating and buying your budget.

If you have these two things right, you can get a bigger piece of the pie.

photo credit: Alan Cleaver via photo pin cc

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