Be unique - mass marketing is for mass producers and audiences.

Following are a few quick thoughts on brand engagement.

1. Understand the audience - the who/ what, when, where, how much and why?
2. Insure clients understand that in this digital media and communications age, online social media customers are now firmly at the power centre of the buying Universe - empower your audience with knowledge and tools - be open. For example, who are your "influencers (experts, role models etc), sneezers (people who advocate) and flamers (people who critic) and how do you connect? What channels are they in?
3. That Brands/ Services need to provide a unique sales proposition and create a compelling story/ experience that engage and resonates with their audience(s) - both in short term attraction and longer term relationships. This can be online, offline or a combination of the two "inline". 
4. Create desire and value viewer attention - develop and create short, high quality, very creative advertising and marketing collateral that viewers trust to share, interact (comments, likes, blogs) etc, purchase and recommend.
5. In summary much of the advertising and marketing principles we've all learnt are still the same  - the only difference now is scalability (niche), the technology, the heavily fragmented, flattened non value layers of middlemen and the integration and importance of customer service and experience into our brand engagement programs.

"There are approximately 70 words to a 30 second script.

On websites you've an average 12.5 seconds to get attention and engage your new visitors - that's 28 words!

At Maxys, we can help you increase your website effectiveness.

Browse around and Contact Us."

Sport and the love of it - creates common bonds and conversation.

I particularly love this time of year as the NRL Finals heat up - every game seems to be a ripper and highly entertaining.

Unfortunately my Sharks are at the other end of the table this year - it's a "rebuild" we say.

I'm a typical mad Sharks fan - I think it's a bit of an escape from the daily pressures of modern life and in many ways brings people together.

There's something about not winning a premiership in 42 odd years of competition (who's counting) that builds a certain strength of character!  (LOL)

That "Sharks Forever" will and determination, of overcoming advertisty, of persistance, exists in every Shark.

That deep down sentiment shared with family, friends and fellow Sharks Supporters - a common bond - to win a Grand Final.

Last night we launched a CLIVEvideo as part of the new "Sharks Connect" Community Engagement program.  Below is the press release and check out the Sharks website for more information.

Personally, I'm very happy to have had a small part to play.

31/08/2009 FOR IMMEDIATE RELEASE

SHARKS ATTACK THE NET WITH VIDEO HOSTS

The Cronulla Sharks NRL club is luring a new breed of internet-savvy fan using an innovative web technology to deliver an engaging personalised welcome message from their website.

New CEO Richard Fisk and new Chairman Damian Irvine are leading the charge to turn the embattled Club around and the recent launch of the ‘Sharks Connect’ marketing initiative is a key part of their strategy to re-engage with their local community and supporter base.

"Sharks Connect is a very important initiative for the club,” Mr Fisk said. “We are extremely serious about re-engaging with the fans and in making them a big part of what we are doing here at the Sharks. By becoming involved with the Sharks Connect program fans will receive better communication and we can keep them abreast of everything going on at their club.”

The Sharks website (www.sharks.com.au) boasts a friendly new look, with internet visitors greeted by a videoed Mr Irvine walking across the home page to invite them to join up at Sharks Connect.

Long-term Sharks fan Scott Maxworthy has delivered the message through ‘CLIVE’ (short for Customer’s Live Internet Video Experience), a revolutionary transparent video layer that delivers an instant, interactive web video experience (www.clivevideo.com.au ).

“These days, you’ve got just 12 seconds to grab someone’s attention on the web,” says Mr Maxworthy, who heads local firm Max Media and Entertainment.

“CLIVE is easily installed on existing websites, using just one line of code, and loads instantly as it’s streamed from our high-end servers. The real effectiveness lies in the immediacy of the professionally scripted and shot video message.”

Internet Advertising researchers Dynamic Logic recently released results from surveys covering three years that show strong impact from Rich Media with Video content, with ads using video creating stronger brand influence than those using any other media format.

With most web pundits predicting video is the future of the web, the launch of their CLIVE video initiative puts the new-look Sharks well ahead of the game.

Further information:

Scott Maxworthy, CEO, Max Media and Entertainment

0414 792 072 This e-mail address is being protected from spambots. You need JavaScript enabled to view it www.maxys.com.au

Quality vs Quantity

What is better, a website that converts 1% of 100 visitors or 10% of 10?

I've never heard of Quantity Service!

Is marketing just a numbers game or is it the quality of your visitors and customers that matters most?

At the recent Online Retailers Conference in Sydney I was amused at the disproportionate number of exhibitors promoting Search Engine Optiminisation (SEO). SEO is essential (it helps to qualify your web visitors) but it's only one small part of online marketing and customer engagement.

The influence of mass media advertising is descreasing - we are increasing influenced by online word of mouth testimonial.

12.5 seconds

The most critical element of a new visitor to your website is the first 12.5 seconds - it's in these first few moments that a new visitor makes a decision whether to stay or go.

What's your web visitor experience like? Did your website engage? Did it build trust?

What's your ratio of visitors to customers look like? Is it increasing or decreasing?

For the record the average across most retail sites is 1% - wow 99% of website visitors don't engage!

How well do you know your visitors and online customers?

I was very impressed with Core Metrics whole of customer cycle management system at the show.

How can you easily increase online customer engagement?

A recent US Report on online advertising effectiveness showed that rich media with video significantly increased website results.

But a warning, not all rich media video is the same

A Few Tips on Rich Media with Video

• Users appreciate quality content and production. For professional results use professionals - it's not about the technology it's about the communication.
• Content must be relevant to the viewer. There's no point running a video for red meat on a vegitarian recipe page (unless you're out the convert buyer behaviour).
• User control is important - allow users to quickly close or mute.
• Cookie control functionality so your visitor is not getting the same message every time. Better still create a series of sequenced messages that create a conversation with your returning visitors and customers.
• No buffering - No one want to wait five seconds or more for a website video to load and play. Rich Media video must be fast.
• Keep your message real and to the point. Your in your viewers very personal space (less than a metre), value their time and eyeballs. Make your message sharp and to the point.
• Entertain to inform (if required use professional presenters)

Professional Rich Media Video will dramatically increase your visitor to sales ratios.

For more information on creating effective Rich Media video please give us a call on 61 2 8005 8072