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POWERSHIFT MARKETING THIS WEEK

October 31, 2019

THIS WEEK – Here are a few marketing tips and research thoughts. As always, contact me if you have any questions or topics you would like me to cover.

BIG SPLASH, LITTLE RIPPLES

As you heard, Twitter is banning political advertising, taking the opposite position of rival Facebook. The timing of Twitter’s announcement, minutes before Facebook posted its quarterly results, highlighted the two companies’ diverging positions. “Paying to increase the reach of political speech has significant ramifications that today’s democratic infrastructure may not be prepared to handle,” stated Twitter’s Mr. Dorsey.

Now, it’s kind of easy to make a “big announcement” when it really doesn’t impact your business. Political ads represents a small portion of Twitter’s overall $2.11 billion annual Ad revenue. Marketing lesson: You can grab headlines by making statements that really don’t impact your business. On the other hand, I do believe that online political ads will be a giant issue in 2020.

LOVE BEER AND WINE, SKIP THE SMOKES

Just finishing up our Destination Marketing Organization (DMO) Website Study #6. Since 2012 we have been working with various DMO’s to learn more about the people that go to travel websites. We added a question last year to find out how important Oregon’s wine, beer and cannabis industries are to visitors. Craft beer and wineries (in that order) are VERY IMPORTANT to visitors. Both are far more important than purchasing cannabis on vacation. The full study will be released in November. If you would like to participate in Study #7, contact me and I will share how you can be a part of this low-cost study. 

APPLE ENTERS THE BATTLE

Tomorrow (Nov 1st) Apple plans to launch the Apple TV+ video service, its contender in the battle for people’s streaming dollars. Apple TV+ is slated to start with nine programs. But that is just the beginning. With $100-billion cash hoard and fat profit margins Apple can afford the costs of developing and distributing new content. With 900 million iPhones and 500 million Apple gadgets in use, they have an enormous built-in base of potential TV+ customers. So, pop quiz, I am curious how many people are now paying for streaming and what service? Please leave me a comment.

LESS TARGETING COMING TO FACEBOOK

I used Facebook (sponsored posts) often for my clients because you can really target audiences by demographics and interests. But Facebook has now removed age, gender and ZIP code targeting for housing, employment and credit-related ads as part of a settlement with advocacy groups and other plaintiffs.

TOO MUCH OF A GOOD THING?

When something is working, most firms double down on it. That is not always a good idea. The auto industry is a good example of this. The Wall St. Journal reported that the number of crossover and sport-utility models has steadily climbed from 70 (2014), to 96 (2018) and is expected to rise to 149 models by 2023. “This is a very significant trouble spot for the industry,” said John Murphy, an auto analyst with Bank of America. “The pendulum is swinging too far in the other direction.” If trends continue, he estimates the profit premiums auto makers have long enjoyed on these models will fall, eventually matching the lower margins now earned on sedans. Marketing lesson: What worked in the past does not always work in the future. What changes in your product or marketing are you planning for 2020?

Until next time, thanks for reading. As always, contact me if you have any questions or topics you would like me to cover.

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THIS WEEK AT POWERSHIFT MARKETING – NOTES

July 8, 2019

THIS WEEK (JULY 8-14) – Took a bit of a break to move and sell a home… but I am back. Here are a few marketing tips and research thoughts for this week. As always, contact me if you have any questions or topics you would like me to cover.

IS THE FAMILY VACATION DISAPPEARING?

As family vacation season hits its full stride, you need to be aware that research (including ours) reveals that the percent of people traveling with kids is declining. The number of young Americans who are single, now more than half (according to a study released recently) has reached its peak since at least the 1980s. It has drastically increased in just the past 15 years. That’s according to data from a General Social Survey that showed in 2018, 51% of Americans ages 18 to 34 said they didn’t currently have a “steady partner,” up from 33% in 2004. How much do you know about your current customer? Give us a call, we can help.

BUSINESSES NOW NEED TO MONITOR TEXT MESSAGES

Messaging apps aren’t just for friends and family anymore. People are using them to communicate with businesses too, doing everything from learning about a business to making a purchase. According to Google research, more than 66% of people who use text messaging say they have messaged a business in the past three months. Why?

  • Convenient. Messaging gives customers the flexibility to reach out and respond on their own time.
  • Simple. Messaging is a communication channel that is familiar to people and intuitive to use.
  • Personal. Messaging allows you to connect one on one with customers.

THE STATE OF DIGITAL ADVERTISING

Ad spending is increasing, and it should grow 19% this year. But only 8% of people remember seeing an ad that is relevant to them in a given moment. Even more significantly, 30% of internet users are expected to be using ad blockers by the end of this year. That is why we are running more and more native ads. If you are not using these online ads, we can help set up a program for you.

GENDER NEUTRAL AIRLINES TICKETS ARRIVE

I’m sorry, but this whole bathroom debate about who can go where, is just humorous to me. Let’s face it, most of us grew up in gender neutral bathrooms. Of course, my big sister and I never really liked sharing our Jack and Jill bathroom, but it was no big deal. Airlines have offered gender neutral bathrooms forever. But now, the airline industry has final come to its senses and are now offering gender-neutral tickets. You can identify yourself as M (male), F (female), U (undisclosed), or X (unspecified) as well as selecting ‘Mx’ as a title. Just one more thing you have to worry about when traveling, how are you going to identify yourself?

Until next time, thanks for reading. As always, contact me if you have any questions or topics you would like me to cover.

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POWERSHIFT MARKETING THIS WEEK #7

April 15, 2019

THIS WEEK (APR 15-APRIL 21) – Here are a few marketing tips and research thoughts for tax week (and Oregon’s Governor’s Tourism Conference week). As always, contact me if you have any questions or topics you would like me to cover.

 

 

MARKETING TODAY: IT IS ALL ABOUT ONLINE

With the World Wide Web turning 30 this year, 90% of Americans now use the internet, up from around 50% in the early 2000s. Around seven-in-ten use at least one social media site, up from just 5% in 2005. Americans are increasingly connected while “on the go” via mobile devices; 77% of us own a smartphone, up from just 35% in 2011.

DO YOU PIGEONHOLE PEOPLE?

One of the biggest dangers in marketing is pigeonholing: placing people in neat categories for your convenience, which usually fails to reflect actual complexities. That’s why I found this 2018 PEW Study interesting. Most political Independents are not independent. Among the public overall, 38% describe themselves as Independents, while 31% are Democrats and 26% call themselves Republicans. But less than 10% of Independents say they have no partisan leaning. That is one reason why polling today is often wrong. Want to learn more about polling today? I have developed a free presentation for service clubs and others about the “Can You Trust Polls Today?” Happy to share with your group. Contact me.

CONSUMERS NOW CONTROL ONLINE MARKETING

Interesting read from Randy Browning of Deloitte Consulting about how brands can’t control their marketing messages online. Consumers – armed with smartphones, tablets, and mobile apps – Often research, buy, review, and recommend products with no involvement from you. This is a dramatic shift from 10 years ago, when brands largely controlled the marketing message. Consumers are now content creators instead of just consumers, and communications is now happening in real time. The balance of power has shifted. This means you need to rethink your marketing today. Can you market in real time? A good topic for your marketing meet.

CREATING MORE ORGANIC TRAFFIC

Finally, if you are a marketer, you know that organic search traffic is the best source of quality leads across all the traffic channels available to you. Research shows it can be up to seven times more likely to convert a web visitor into a customer vs. a traffic source you paid for. That’s why it’s critically important to keep SEO best practices in mind. The Hubspot.com blog had an excellent article on the eight SEO tips for a landing page. Email me and I will be happy to share it.

Until next week, thanks for reading. As always, contact me if you have any questions or topics you would like me to cover.

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POWERSHIFT MARKETING THIS WEEK #6

March 26, 2019

THIS WEEK (MAR 25-29) – Here are a few marketing tips and research thoughts for this week. As always, contact me if you have any questions or topics you would like me to cover. Even better, invite your business friends to get my blog via email. You will find the sign up link (no charge) on the top right of my blog.  

TEST YOUR MOBILE WEBSITE NOW

If a mobile site takes longer than three seconds to load, most users will leave it, according to a Google research study. So, I checked my Crater Lake Country mobile website speed with their new Test My Site Tool with competitive benchmarking and analysis. My site took 4.3 seconds. While I work on improving this, I think everyone needs to test their mobile site speed. Email me and I will send you the link

WHAT IS A VISITOR ATTRACTION?

Last week I attended a tourism conference (good job, Travel Southern Oregon) and the Medford VCB introduced a new logo and branding effort. In looking at their material, I was curious that cannabis pharmacies were not mentioned at all. Our research reveals that buying pot is an attraction to some visitors. Research respondents even commented on how many pot shops there are in Medford, “They seem to be on every corner.” So, should buying pot be a visitor attraction? What if an attraction is not socially acceptable to all? Food for thought: In Amsterdam they are ending guided tours of their red-light district (19 million took tours last year). Amsterdam’s deputy mayor, Udo Kock, stated that it’s “outdated” to allow tourists to gape at sex workers’ windows and view them as an attraction. This “attraction or not an attraction” is one reason you need independent research when developing a branding approach. Don’t trust your instincts, find out what your visitors think.

UPDATE ON SOCIAL MEDIA USE

In the most current PEW Study (January 2018), 68% of U.S. adults use Facebook, unchanged from a 2016 study, but up from 54% in 2012. With the exception of YouTube, used by 73% of adults, no other social media platform comes close to Facebook in usage. Around a third (35%) say they use Instagram, while smaller shares say they use Pinterest, Snapchat, LinkedIn, Twitter and WhatsApp.

WHAT IS THE BEST TIME TO POST ON SOCIAL MEDIA?

HubSpot’s blog asked this question recently. They said there was no perfect answer. Brilliant insight. So, after falling for their “click bait” headline, I continued exploring their post and discovered that there are a dozen research studies by various sources that do provide some insight into the “best time” for posting. Drum roll please. Facebook and Twitter both see high engagement at 9:00 AM, whereas one of the best times to post on Instagram is 5:00 PM. LinkedIn caters to business audiences, with an ideal posting time of 10:00 AM to 12:00 PM. Pinterest sees high engagement as late as 4:00 AM.

Until next week, thanks for reading. As always, contact me if you have any questions or topics you would like me to cover.

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POWERSHIFT MARKETING THIS WEEK #5

February 25, 2019

THIS WEEK #5 (FEB 25-MAR 3) – This week, I am departing a bit and focusing on one theme: Embracing change. As a marketing coach, I see businesses simply not engaging in the research and planning needed to be relevant in the future. I thought I would pull a few headlines from the news to show that no industry can avoid dealing with change.

CHANGE BRINGS TOURISM UNDER ATTACK

Many Destination Marketing Organizations (DMOs) are run by chambers under a city or county contract. Today, many of these relationships are facing dramatic challenges to their very existence because DMOs have not invested in the independent research needed to reassure constantly changing and skeptical elected officials that public money is being spent wisely.

The Roseburg Area Chamber and Visitor Center is in this fight right now. The city council refused to renew a three-decade agreement because, as the Council President stated, “We just don’t know if they are doing a good job or not.” Back in 2012, we were fortunate to be hired by Roseburg to do an independent study that proved that the Chamber was doing an outstanding job. Their contract was renewed. Not sure why they didn’t update this study for this contract round. We are still waiting to hear from Roseburg.

Here’s the flip side to this story. Tillamook County hired us to establish a baseline study five years ago before they launched their marketing effort. They have continued to update this study constantly. The result? New and old officials continue to be confident that public money is being invested wisely because they have an independent analysis. Bottom line: If you are a DMO you can’t afford not to have an independent, professional research program in these changing times. Don’t delay, call us now. Can you justify your existence to constantly changing public officials?

BEING FIRST IS UNIMPORTANT

Just because you’re an industry pioneer, it doesn’t guarantee longevity for your business. Your market is constantly changing. This became painfully clear when Bridgeport Brewing announced that its 35-year run was ending, a casualty of poor sales in a crowded craft beer market. When founded in 1984, America had fewer than 100 craft breweries, now there are 7,000 (and counting). I saw this market change first hand when I was on the marketing team that launched Southern Oregon Brewing. It also closed after a short run for similar reason, hard to get statewide distribution in a crowded market. Remember, in a changing world, if you are only maintaining the status quo, you are falling behind.

HAVING A GREAT PRODUCT IS UNIMPORTANT

Wall St. Journal Reporter Ben Walsh reports that everyone is trying to build electric vehicles—including General Motors and Ford. Walsh stated that one of the biggest pressures that Tesla faces over the next couple of years is the advent of new, fully electric vehicles (EVs) produced by established luxury-car makers such as Jaguar, Mercedes, Audi and Porsche. Yes, Tesla has a great product. But if you can’t meet demand, at competitive prices (which are constantly dropping), who cares? A great product or service won’t protect you from a changing world.

STAYING RELEVANT IS IMPORTANT

Virtually everyone in America has a cell phone, which makes smartphones a non-growth market. If you led the smartphone revolution like iPhone (June 29, 2007), what do you do in a mature market? You must embrace change. That is why Apple recently announced that they are reordering priorities and leadership across services. Several projects have been put on hold while new managers are given a chance to reassess priorities. This shift reflects Apple’s efforts to transition from an iPhone-driven company into one where growth flows from services and potentially transformative technologies. Are you prepared to leave your cash cow product or service behind and embrace a new one?

Until next week, thanks for reading. As always, contact me if you have any questions or topics you would like me to cover.

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POWERSHIFT MARKETING THIS WEEK #4

February 12, 2019

THIS WEEK #4 (FEB 11 – FEB 17) – Here are a few marketing tips and research thoughts for this week. As always, contact me if you have any questions or topics you would like me to cover.

 

 

CUSTOMER RESEARCH – LUXURY OR NECESSITY?

I am often surprised by how many small businesses think finding out more about their customers is a luxury. Tell that to Amazon. Their success is primarily based on knowing more about their customers than anyone. This allows them to customize their offerings to you. The best thing about customer research today? If you have a customer email list, we can conduct a study for you for literally pennies per customer. Our new DCG TIP SHEET outlines the seven major benefits of conducting customer research.

1. Measuring Customer Loyalty
2. Discovering How Customers Find You
3. Learning Why People Buy or Don’t Buy
4. Generating Feedback on Your Business
5. Analyzing Your Customer Experience
6. Helping Create Market Segmentation Strategies
7. Creating Brand Advocates

Click here to see the entire tip sheet. Then give us a call.

CREATING YOUR OWN YOU TUBE CHANNEL

Trying to decide what your marketing team should focus on in 2019? If you have videos, then it should be creating your own YouTube channel. Video content now accounts for over 74% of all online traffic. Five billion YouTube videos are watched every single day. Amanda Zantal-Wiener has prepared a solid “How To” blog post for Hubspot.com providing a quick and easy-to-follow guide to creating your own YouTube channel, from setup to optimization. Contact me and I will link you up to this excellent guide.

WILL 2019 BE BETTER THAN 2018?

Everyone loves predictions, right? Only in America would we accept a weather forecast from a ground hog telling us that Spring will arrive early (and that was just a few days before the biggest winter storms in recent memory hit). So, let’s turn to another unreliable source, political parties, to see if 2019 will be a better than 2018.

According to a recent Pew Research Center survey, conducted Jan. 9-14 before the partial shutdown of the federal government ended, Republicans and Democrats both see less reason for optimism. About 70% of Republicans say 2019 will be better, compared with 32% of Democrats. In both parties, these shares have declined since last year. If we look at all Americans: 47% say they expect 2019 will be better, 43% say it will be worse. Last January, those figures were 61% saying 2018 would be better than 2017.

Now why is this important? Because in marketing, perception is reality. Numerous studies have shown that if you think it is going to be a better year, you spend more. That’s another reason you must conduct customer research right now. How optimistic are your customers? It could make a big difference in your business this year.

THE BEST SUPER BOWL COMMERCIALS?

Ok, I didn’t get many comments about Super Bowl commercials, so perhaps they were as dull as the game? Jacob Oller, a writer and film critic, created one of the better Top 10 lists with video clips. Except for the annoying Bud Light dark-age commercial (this campaign has to go), I agree with many of his selections. Here’s a link to his list, CLICK HERE.

SHOULD YOU STILL WISH PEOPLE HAPPY VALENTINE’S DAY?

Finally, this may be a sad reflection on today’s society. Only 51% of Americans plan to do something for Valentine’s Day this week, down from 63% in 2007, according to a survey by the National Retail Federation. Younger consumers associate Valentine’s Day with their parents, says retail analyst Marshal Cohen. What are retailers and restaurants to do? Ah, why not promote Galentine’s Day, February 13th? This is a female-friendship take on Valentine’s Day spun out of an episode of “Parks and Recreation.” It is becoming popular in urban hip communities.

Until next week, thanks for reading.

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POWERSHIFT MARKETING THIS WEEK #3

February 4, 2019

THIS WEEK (FEB 4 TO FEB 8) Here are a few marketing tips and research thoughts for this week. As always, contact me if you have any questions or topics you would like me to cover.

SUPER COMMERCIALS?

Yesterday was Super Bowl Sunday. Kind of the Oscars for TV commercials. Although I personally thought the game was boring, I lost interest by half time, hard-core football fans probably loved it. Now comes the big questions. Did anyone remember the commercials? Is paying $5 million for a TV spot worth it? While I gathered up research of what ads scored the highest with consumers, what was your favorite? Please leave a comment on what commercials you liked.

ARE YOU PLANNING FOR THE RIGHT FUTURE?

I had an interesting discussion with the marketing head for a visitor attraction in Southern Oregon that saw their business drop 50% because of summer fires/smoke. Unfortunately, they were not alone. In fact, two straight summers of fires impacting visitor counts are forcing many to rethink their long-term business model. Why? Because it may not get better. Hot and dry summers with fires could be the new normal, according to Oregon State’s Oregon Climate Change Research Institute. They released their 2019 climate assessment report last week, and Philip Mote (co-author of the report) offered this pessimistic view of the region: “Southwest Oregon is sort of a ground zero for a lot of this with the many recent years with poor snowpack and fires and smoke.”

So, will you ever see the level of business that you had in the past? Tough question. But it is the kind of question you and your team need to be asking yourselves as we head into 2019. From the Oregon Shakespeare Festival looking at alternative venues for their outdoor theater, to local businesses looking to acquire businesses outside the area for growth, to realtors seeing fewer people willing to move into the area, this is the time for serious long-range planning. If you haven’t done a SWOT analysis, you should. If you need help in using this proven planning tool, conducting market research, or help in running a long-range planning session, give us a call. We can help. Time is running out.

WHAT GENERATION OWES $86 BILLION IN STUDENT DEBT?

Surprise, it’s people 60 years and older. Older Americans are being crushed by a mountain of student loans—their children’s and their own. Many of these seniors took out loans to help pay for their children’s college tuition and are still paying them off. Others took out student loans for themselves in the wake of the 2008 recession, as they went back to school to boost their own employment prospects.

On average, student loan borrowers in their 60s owed $33,800 in 2017, up 44% from 2010, according to data compiled for The Wall Street Journal by credit-reporting firm TransUnion. Total student loan debt rose 161% for people aged 60 and older from 2010 to 2017—the biggest increase for any age group, according to the latest data available from TransUnion.

GATHERING DATA IS ONLY THE FIRST STEP

As a marketer, one of your main priorities is getting to know your customers and building relationships with them. As reported by Thinking with Google, this may look easy. Customers in a digital world generate rivers of data. But making sense of the data isn’t always the easiest thing in the world. Sometimes there’s just too much of it. Filtering out the noise to find what matters can be a challenge. Other times, it’s hard to connect the dots. To discover the right insights, it takes quality data analysis. That is why clients turn to us. Using the analytic skills of our VP/Director of Research Dr. Nicholas Lougee, our team can help you review your data and find the marketing insights that you need for growth. Let’s talk.

PREDICTIONS ARE TOUGH

So much for one of my 2019 predictions that Facebook may see a decline in growth. Well, they ended 2018 full of controversy and unflattering stories, but they reported 9% more monthly active users worldwide than a year earlier and 1% more in the U.S. and Canada. So, there is no evidence of mass defections. But it does show that Facebook growth is now being powered by worldwide use. And if marketers were going to delete Facebook, they weren’t going to do it before consumers did. Revenue growth slowed in the 4th Quarter, but ad growth was still 30% higher.

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