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KCDMA - Flipping the Funnel

“Flipping the Funnel” – KCDMA Luncheon Recap

Account Based Marketing Strategies for Niche Audiences Selling a product or service in a highly competitive marketplace can be a challenge, especially if you are trying to reach a unique audience. Having a small marketing budget makes the challenge even greater. Angela Ridpath, Vice President of Marketing at MCH Strategic Data, spoke at this month’s KCDMA Luncheon. She shared how MCH breaks away from the traditional marketing strategy by flipping the funnel. With the traditional conversion funnel, you market to a large audience of potential customers but only a small percentage of that audience takes action and becomes your customers. What happens when you first identify who your customers are and market only to them? This is what a flipped funnel would look like. After identifying your audience, dedicate a lot of time creating high quality content. At the presentation, Angela passed around an example of a direct marketing piece that was mailed to their target audience. It was similar to one of those greeting cards that plays an audio clip when the card is opened. In this example a…

Tablet, Digital Notebook, Online Marketing

Online Targeted Advertising Webinar Recap

I recently hosted a webinar to discuss the opportunities retailers have with our Online Targeted Advertising program. During the webinar, we discussed the current digital marketing trends that point toward success with digital initiatives like OTA and how they can drive traffic to websites and stores. To start the webinar, Christine Walsh of Brick Inc. began the discussion by outlining the four formats that this program utilizes to reach potential customers. These formats include images, text, video and audio to deliver branded and targeted messages to website visitors in locations that the user requests. Next, Christine explained the current trends and statistics that show how adults over 18 in the U.S. view digital ads at a rate of 14 times that of print advertisements. This, coupled with the fact that over 60% of these adults prefer digital ads compared to print, offers insight into just how effective a sustained digital display campaign can be for retailers of any size. Christine then explained a survey that detailed why these online users prefer this type of digital advertisement. The five most important…

Logo: AWP - Associated Wholesale Podcast

Check out the new podcast from AWG: Associated Wholesale Podcast

[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]We are proud to announce our foray into the world of podcasting with Associated Wholesale Podcast. AWP is our attempt to provide our members another source of information to help them be successful. As podcasts continue to grow in popularity, it was time for us to add a podcast option for our members. The show will feature conversations with subject matter experts on wide ranging topics. If it can be applied to your store; we will talk about it. The current plan is for there to be one episode a month, but if we can provide quality content more often then that is what we will do. The first episode is available for download on iTunes and Google Play now. Or you can listen below: [/vc_column_text][/vc_column][/vc_row]

Customer loyalty program w growth arrow

Keys to effective loyalty

Loyalty programs begin with wanting to reward loyal frequent customers, however most loyalty programs fail within 2 months of implementation because there isn’t a strategy designed to support them. Recently I attended an event hosted by Spin Pizza where I learned how their loyalty program achieved success. They started by identifying that they did not want it to be a discount program. Offering frequent discounts tells the customer you’re playing with margin and they are being over charged at regular price. Reward based loyalty performs better than instant discount by more than 42%. Upon customer sign up they load the users card with points, this kind of “primes the pump” so to speak. The customer then builds additional points per visit, when certain bench marks are reached the customer gets special perks like “Spin Club Dough”, basically cash vouchers that can be used for purchases. Loyalty rewards need to be carefully analyzed to determine how tolerable the reward is to sales. As a customer it would be nice to get paid for eating pizza, but that wouldn’t be the most…

Phone on table with Social Media in tiles: ROI:Getting more for your $$$

Social Media Return on Investment

As social networks continue to grow users they need an revenue stream to support development which means businesses looking to advertise have to pay to reach their audience. For big brands ad spend to reach consumers on social is a small fraction of their budgets but how do small, independent brands play the social advertising game without breaking the bank? I recently spoke at WordCamp KC on getting the most out your social media with a limited budget. The steps I outlined seem intuitive but few brands follow the full process, especially the beginning. Define your WHY – If you haven’t watched Simon Sinek’s TEDTalk “Start with Why” you should, here’s the link. Sinek suggests, and I agree, that brands who understand WHY they do what they do are more successful than brands who can articulate HOW they do what they do. What does this have to do with social media strategy? Ask yourself WHY you want to be doing social. If the answer is “because I should be” or “because I have to” you will not be successful. When…


Why Insights Are Solid Gold

At this year’s KCDMA Marketing Symposium, attendees were given the opportunity to view a different side of the marketing industry in a light shined by some of the field’s brightest bulbs. From discovering how to build appropriate buyer personas to best practices for landing pages and the power of empathy, there were “aha” moments to be had throughout the event’s entirety. During a breakout session with the University of Kansas’ Angie Hendershot, a conversation about the value of insights in marketing was brought forth that offered paths and inspiration for understanding, forming and utilizing these golden marketing eggs. Hendershot began the discussion over insights by describing the difficulty of marketing to individuals who are, simply, not you. People are interested in things that relate to them. We laugh at stories about comical situations we’ve lived through and we empathize with the plight of others where we can find shared experience. This is where the connection between insights and marketing starts making sense. This is where we can begin to understand the necessity of context when representing a brand or other…

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…

US covered with national flags

Marketing in a Country of Cultures

Currently there are 15 states beyond the tipping point and 8 others that are very close. What is “tipping point” you ask? It’s the point where the majority becomes the minority. We are a country that is very diverse culturally and continuing to grow in that direction. Recent Census Bureau projections show that in 2043/44 the US population will be less than 50% non-Hispanic whites. So now days when marketing products or services we need think away from whom we’ve always thought of as our target audience. At a recent event Hallmark’s Monic Houpe explained their 3-pronged strategy on how they market to different cultures. Cultural Specificity- Solutions that are targeted to a specific culturally identifiable group. Take a good look at the entire environment and find a connection to the target audience and be authentic when delivering the message. You can’t just cut a white person out of an ad, plug in a Hispanic person and think that you’ve successfully achieved cultural marketing. Multicultural Relevance- Solutions with heightened relevance to non-white consumers that are driven by ethnic insight, but…