Internet Marketing and Digital Media Strategy Sydney Australia

Trouble reading this - view online http://www.maxys.com.au/20090804189/News/Latest/maxys-report-august-5th-2009.html

Maxys Report - August 2009

I walk into the bras and lingerie section of the shop - yep, I'm already beyond my typical blokes purchasing knowledge and experience.

Sure I know some things but that's doesn't include what makes a good bra for a woman.  My first guess is that it needs to feel comfortable, look goods and supportive.  In a lot of ways much like your bloke or partner.

I move up and down the isle - what an assortment of riches - materials, colours, styles and sizes.

Right now I'm sure the security cameras are zoomed in on me and the people watching the monitors upstairs in their little room are laughing very loud as they see me trying to work out the size with my hands cupped

Or maybe not - they see it all the time and the joke's no longer funny.

I scan for a shop assistant - none to be found .  Yep, I'm sure they're up there in the security room laughing at the bamboozled bloke in the lingerie lane.

I don't care if the shop assistant is young, old, male or female - just as long as they know what's important and make my purchasing decision easier.

I begin to wonder if maybe "bra buying" is secret women's business, that I just shouldn't be here but I know those days of sexual discrimination are long gone.  Maybe a gift card would be a better present?

Still no service - I wonder if I try and put on the biggest bra I can find they'll immediately arrive to help  BUT then maybe I'll end up on funniest home video,  some bloke wins a 4WD at my inconvenience and I still don't get service!

In my journey of discovery I realise that a 12D brand A is a totally different from brand B and C.  Why is that?  Is it to make sure you have to come into the shop so you buy other stuff as well?  That the pain of finding the right bra means your locked in for a lifetime to avoid further shopping decision making.   No, that can't be it - most women love to shop - it's all part of the experience - the fabrics, the materials, the style etc.

The reality is I'm here on official research - we've a new prospective client and I've been asked to put together a Digital Marketing Strategy for them.   They sell bras, lingerie, nightwear etc online but their online sales conversion is quite low.

Yes our CLIVE videos will bring the website alive and humanise the site but it doesn't get to the core reason why.

Like all our projects I need go through the personal customer experience - it doesn't matter if it's buying a house or selling soft drinks - I need to understand the process - what factors influence purchasing behavior.

Some Twittering gives me great instant market feedback to help build the proposal.  I'm sure this blog and replies will also give me a few more insights.

If it's too hard in a shop then what hope of delivering the service online?

What's important for buying a bra online?

Will keep you abreast of updates (sorry!)

Maxy

A Star is Born!

UK TV's - UK's Britans Got Talent, Susan Boyles Youtube video singing "I had a Dream" from the 1985 stage show Les Miserables now over 13.6 million (Friday) 20.6 million (Saturday) plays and over 100,000 people compelled to comment in less then a week - fantastic, this clip a great study in digital media convergence, online customer engagement and a reminder that although first impressions are important, you can never judge a book by its cover - ie a Universal Truth .

So what are people saying right now?

A quick check and real time graph of what's happening

Why so popular?

Apart from the fact the girl can sing! It's also about how the clip was edited and put together, it has all the elements of great story telling and movie making.  Set the scene, introduce the characters and problem, create the conflict points and character arcs, deliver the twist and finally the resolution.  From a technical point of view - professionally produced, great music, professional editing and very clear messaging.

But not every Hollywood picture wins an Oscar - so what makes a good story?

Universal Truths

A good story has to touch our hearts, to create an emotional response, something we can relate to and can embrace.  If we are moved enough we are compelled to comment, blog, share the experience (or buy/ complain).  In advertising and marketing there is nothing more powerful then trusted referral and word of mouth to drive your brand influence.

A happy customer tells three and an unhappy one x10!

Interestingly, Les Mis was first panned by the critics back in '85 but acheived success through a groundswell of word of mouth support and went on to international acclaim, countless awards and still runs today in Londons East End.

In todays online media world, referral is as simple as a click but the key here is that the content has to be worth watching and of value to the reader (we've all known those web newbies that feel compelled to mass send those chain letters, virus alerts and cute cat photos).

With all online, email, search and social networks like Twitter and Facebook, your readers decide if they want to know more and click in contrast to the old shotgun interupt and repeat rules of conventional advertising - but don't get me wrong, television is still the 800 pound guerilla of video  where most people spend their leisure time.  For finding information, sharing and creating for media the web rules.

The quality of your blog, your tweets, your photos, your videos all count.  What you say matters to building your brand, your subscribers and influence.  In the online world we are not all professional writers, journalists, musicans and film makers.  We don't have to look pretty nor have the family connections to achieve success. Like singing in the village and being rediculed by the local kids - its your creativity and passion that matters.

It will be interesting to see the BGT's TV ratings this week, the advertising rate card and to personally watch the rise and rise of Susan Boyle (rock on chick!)

Cheers

Maxy

Bloggers Ignite Brush Fire Over Weekend, Forcing J&J to Pull Ads, Issue Apology

Much was written about Obama's use of digital social media and creating a Groundswell for the US Presidential campaign but with a budget of half a billion dollars most people argue you can pretty much do anything.

For most business owners and marketers it is totally understandable the Obama case study and use of the new fangled, time consuming  social network technologies such as Twitter, Facebook and Flickr is just too big for many of us to be able to relate to our own lives, businesses, products and services. 

But today (actually yesterday), every digital marketer has a new case study to roll out into their sales and marketing message - the Motrin Mums campaign.  (see Adage article for a detailed overview).

In quick summary, a minor Johnson and Johnson campaign was launched a couple of months ago, over the last week a murmur of discontent snowballed amongst mums who didn't like the campaign, their discontent then moved online via Twitter, Youtube, via blogs then spreading exponentially.  Post Note: Already send ups appearing (see video) - Saturday Night live and Rove next!

The result, the campaign pulled and apologies all round.

As we all know online marketing campaigns require "cut through" to get attention - Seth's Purple Cow.  J&J were quick to respond - it showed they were listening (are you?) and J&J can afford it but, what if this was your campaign and your hard earned advertising bucks? 

Yes, in hindsight we all wouldn't have made this campaign mistake BUT does anyone think there was a deliberate intent to upset - I doubt it - many would say there are more important things to complain about.  Sideline - the facts are the decision makers will probably get a bonus for achieving "cut through" (the clutter) but that's a whole different thread.  

What I'm interested in is how much response is a knee jerk reaction to critics particularly when there is a constant challenge to try and keep customers/ voters happy all the time?

That is, what is the balance between leadership and popularity? 

As any sales person knows, it is easier to say yes then no BUT what is the cost - personally, socially, economically to your business and brand and how to you respond to critics?

Enough for now, coffee time - full strength!