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Signs, Signs. Everywhere a Digital Sign

Menu boards and posters are so 1980s that they still go roller skating. Not to mention you have to keep updating the content on them and hope that you don’t misspell Worcestershire again, which will most assuredly garner some laughter from your employees. Why not use something more engaging that can be reviewed and edited, scheduled, even animated to cater to your specific audience? Digital signage is nothing new, but it keeps gaining momentum as it reaches new eyes in stores and at events around the world. If you’re considering adding this type of marketing tool to your store, there are a few things you should know before jumping in. Be Consistent The first thing people often overlook with digital signage and its content is consistency. There’s nothing more off-putting than an unreadable font with a bright, abrasive background that makes someone feel as though they’re going blind. Keeping a simple theme throughout your digital campaigns can help to keep the attention of those in your store and will also prevent them from screaming in pain as your neon-green banners…

Photo of person texting and drinking coffee.

Text me, maybe?

Today, this post from My Edmonds News scrolled across my timeline asking why businesses “haven’t mastered text message marketing.” I was excited to read their theories. They lost me in the first few lines though: Quick quiz: Would you rather have a business send you a special offer or coupon: – Through email – where you have to wade through 100 daily messages to find it and then print it off and bring in to redeem OR -As a SMS text message (where you see it instantly and can redeem it simply by bringing in your mobile phone)? If a store can scan a coupon from my text messages why can’t it scan a coupon from inside my email? This obvious bias quickly distracted me from the rest of the post in which they didn’t actually provide any answers. Lucky for you readers, I am here to share my thoughts on SMS marketing. I like receiving coupons via text message. I feel like I often forget about things in my email. If I were to get a coupon from a restaurant…

traditional marketing versus inbound marketing

How Marketing is Changing, Yet Again

I recently attended a webinar presented by Hub Spot, where they took a look at what will drive marketing success in 2016. They discussed how buyer behaviors have changed, and as a result advertising has changed. In 2007, Apple introduced the first ever iPhone. Back then, mobile did not even factor into website design. Today, mobile browsing exceeds desktop browsing. Another change is in website security. Heightened security has become more common because website attacks are happening more now than they used to. Not surprisingly, advertising has changed. TV commercials, direct mail and phone calls are all traditional ways to reach the consumer. But 86% of TV viewers skip the commercials, 44% of direct mail is never opened, and there are 200 million people on the Do Not Call list. So what can you do when advertising becomes less effective? Create content that can be found on a search and that will stay on a search over time. 70% of traffic comes from old content. If you are spending money on content, make sure it is only the very best…

Sliders: Grow Bigger & More Important

Photo sizes for digital marketing has grown dramatically. For older websites, photo size requirements were smaller, so some images must change or they will become blurry after enlarging. Not sure what I mean? Take a look: Why’s This Happening? 1. Retina screens: Even when 2 screens are the same size, the number of pixels increased in devices with retina screens for a more detailed image. 2. TV screens are used more for online viewing. 3. The pixel count for TV screens and desktop computers continues to increase. 4. Cameras on mobile phones take bigger and more detailed photos. Why do responsive images need to be bigger when mobile screens are smaller? One image needs to meet all requirements for all devices. While mobile screens are still smaller than desktop screens they could be viewed on a retina or tv screen. What should your sliders be about? Anything in your store that you want customers to know about: Community/Charity events: Food drives, employee athletes/heroic acts or awards, sponsored school events, fundraisers, holiday events, open house, apples for students, fund raising coupon books, hot dogs in the parking lot,…

Shoring Up your Weekly Circulars

Weekly circulars are a staple of the grocery industry, but like every other aspect of marketing, if you fail to keep up with new trends you risk being left behind. New research shows consumers are much more likely to respond positively to localized and personalized deals they can access from multiple platforms. Shoring up these two aspects of your circulars is a must in order to create effective ads.   Digital circulars are one of the most important tools for both consumers and retailers, with 82 percent of shoppers checking out the ads before they go shopping. Circulars are the most important ad in terms of influence as well, with about 30 percent of consumers saying they are more likely to be convinced by one more than any other type of ad. Your ads clearly play a large role in shopping habits, and if your circular fails to meet shopper’s requirements they can easily move on to the next ad that does.   The most important portion of the circular is a simple one: content. A study by G/O Digital…

Kansas City IABC Logo

Clarify, Simplify, Focus: 2015 Business Communicator Summit Recap

Last week I attended the 2015 Business Communicators Summit (BCS), sponsored by the International Association of Business Communicators (Kansas City chapter). More than 100 local communication professionals attended lectures and breakout sessions led by a group of highly successful business communicators who shared their knowledge and expertise. A prominent theme for the day was that in order to succeed with business communication, a company/organization needs to do three things: clarify, simplify, focus. This relates to every form of communication you use in your business: internal, external, advertising, marketing, and social media. Clarify Before you can even think about a communication strategy, you have to clarify what you want to say. Figure out what your story is and how you want to share it. This seems relatively simple, but many businesses struggle with this as they try to be everything to everyone. Some businesses want to use every form of marketing and every new social media channel, without a thought to whether or not it makes sense for their business, marketplace, target demographic, etc. But how do you clarify your story…