March 12, 2018

Welcome to my first Monday Morning Quarterback Marketing Digest. Each Monday I will be highlighting interesting market research that could make your marketing efforts stronger.

ARE YOU WASTING TIME ON SOCIAL MEDIA MARKETING? Our research (DCG Research) for a variety of visitor associations shows that social media generates very little traffic to visitor websites. Current PEW RESEARCH supports this. Some 68% of U.S. adults are now Facebook users. Other than YouTube, none of the other sites or apps are used by more than 40% of Americans. ? Click here to read a story about the PEW Study.

Americans 18 to 24 are substantially more likely to use Snapchat, Instagram and Twitter even when compared with those in their mid- to late-20s. Our research also questions using Twitter for business marketing. You must really care about a business or a person to want to know what they are up to 24/7. Unless you are President Trump, most people simply do not care about any business 24/7. Don’t spend much time on Twitter unless you have a very personal connection with your customers.

So, pick your social media wisely. Focus on Facebook and YouTube. Only use Snapchat and Instagram if you want to focus on people under 24. The key to social media? Knowing customer demographics. We can create a very simple survey to do this.

WHAT IS WRONG WITH THE ONLINE BUYING EXPERIENCE? – According to the “Think with Google” weekly email, over 40% of people say they prefer to complete their entire shopping experience on mobile—from research to purchase. So why are mobile sales lower than desktop sales? It’s because the experience is often terrible. The average mobile webpage takes 15.3 seconds to load. Count that off to yourself. Feels like an eternity, doesn’t it?

Google says it time to start obsessing over each second, each step, and each user in the mobile experience. Totally agree. If you want mobile sales, you need to be looking at Progressive Web Apps to help customers complete tasks quickly and efficiently. Talk to your Webmaster or IT person today.

WHAT IS CONSIDERED ENTERTAINMENT TODAY? The average household spends around $3,000 annually on entertainment. How do they spend this money? According to the American Consumer (one of my favorite newsletters), the Bureau of Labor Statistics’ Consumer Expenditure Survey (click to report here), shows that there are five entertainment categories with the fastest growth:.

1. Streamed and downloaded video. It has increased 2,000% since 2006. Streaming has replaced watching videos and DVDs.

2. Pets: Spending on pets climbed 55% between 2006 and 2016. .

3. Hunting and fishing equipment: Guns are included in this category. Between 2006 and 2016, spending increased 54%. The biggest spenders are non-Hispanic Whites.

4. Toys, games, arts and crafts: Spending grew 47% between 2006 and 2016.

5. Bicycles: Spending grew 46%, spending on new cars and trucks fell 23%.

Ok, thanks for reading. If you have any research or marketing questions, let me know and I will cover them in my weekly Marketing Digest post.



March 10, 2018

First, I want to thank the more than 9,000 people who have read my blog since I started it years ago. I’ve taken a break from posting on my blog (since 2017). During this time I’ve been exploring how best to use my blog to share marketing information. As my business has shifted to a greater focus on market research, I’ve decided that a weekly update or report on current research and small business marketing trends would serve my readers better than random comments on marketing. So, starting on Monday, I will begin weekly “Monday Morning Quarterback” posts – a review of marketing ideas and research that I have discovered during the past week. I will be focusing on information that can help you, the small business owner, do a better job of marketing with limited funds and resources. Let me know if you like this new approach.



May 3, 2017

My firm conducts ongoing website studies for DMOs (Destination Marketing Organizations). Our research provides insights into who is visiting a DMO website and what they value most on a website. While travelers over 53 years old (baby boomers and seniors) remain the largest segment visiting DMO websites, there has been a dramatic increase in millennials engaging with travel.

A lot of marketers are shifting their media to reach this growing segment. But they are not changing their pitch. They are running the same ads/spots for a millennial audience. THAT IS A BIG MISTAKE. The millennials have a very different expectation when it comes to travel. A recent post by Columnist Leah Swartz for MediaPost did a great job of outlining those expectations. Here are five insights from our research and Leah’s recent post.

1- For millennials, travel is a vital experience that helps them understand, grow, and continuously reinvent their sense of self. Baby boomers and seniors consider travel a luxury. Millennials view travel as a vital component to their personal growth and life experience.

2 – Millennials want shareable experiences. No matter what they cost, these experiences share one thing in common: the experience millennials are looking for is not a commodity product. When millennials hit the road, they don’t see themselves as tourists, they consider themselves experience pioneers.

3 – Millennials are not merely embracing digital tools and resources, they’ve come to expect them. They want you to use technology to remove friction, improve service, and enhance the overall travel planning experience.

4 – Research shows that 75% of millennials currently have travel apps on their phones. They are using these apps and online travel agents more than any other generation. They also use the sharing economy to bypass expensive taxis, restaurants, tours and lodging for more accessible, but still legitimate, alternatives.

5 – Millennial travelers are very savvy travel planners. They are happy to forgo the five-star hotel and stay in cheaper two-star lodging to budget for a cooking class and culinary immersion with local tastemakers.

And here’s the main reason you need to focus on the millennial traveler: they are impacting other generations when they travel. Consider this: a baby boomer mom may not be a millennial as defined by her age, but she is just as excited to order room service by emojis as her 23-year-old daughter. To take advantage of the millennial revolution, you must change your advertising and your service. Period.



April 11, 2017

By now almost everyone has seen the video. United Continental Chief Executive Oscar Munoz apologized for having to “re-accommodation” a passenger. As a former airline marketing executive, are you kidding me! United’s response is almost a textbook example of what NOT TO DO! This is a classic case of how to take a PR problem and make it a PR disaster.

BLAME THE CUSTOMER – Gee, it wasn’t our fault that the passenger refused denied boarding compensation and would not leave the plane. He was a “disruptive and belligerent” passenger and he had to be dragged from his seat to protect others.

TAKE NO RESPONSIBILITY – United said that its employees weren’t directly involved in the incident. We didn’t do anything wrong. We simply asked airport security to remove the passenger after he refused to disembark to make space for a “deadhead” crew flying to another assignment. Mr. Munoz said he “stands behind” the actions of United employees, CNBC reports. I believe that Munoz is the deadhead.

DOWN PLAY THE IMPORTANCE. Sure, the incident will just go away. I mean United only forcibly removed a customer that had paid for a seat. In an age of smartphone video cameras, it would be a good idea for airlines to avoid re-accommodation of a passenger by dragging their customers from the plane.

If you want to read more from other PR professionals on what should have been done, this is a good story: http://money.cnn.com/2017/04/11/news/united-passenger-pr-disaster/

YOUR GOAL THIS WEEK? Review with your employees on how to handle a customer that does not want to follow the rules. Oh, and cancel your United Airlines reservations.






April 6, 2017

If you want to be a successful marketer today, your website must be transactional based. Consumer online sales will pass $500 billion by 2020. That means that you need to sell something using shopping cart software.

But most shoppers visit a website to do something other than buy, like browsing, product comparison, query research and more. Jack Loechner, Editor of The Center for Media Research’s daily Research Brief, recently shared some interesting research facts reported by Internet Retailer. Businesses focusing on transactions often miss other key engagement opportunities, notes the report. Some key findings:

  • 92% of consumers visiting your website for the first time will do something other than make a purchase.
  • 98% of shoppers have been stopped an online purchase because of incomplete or incorrect content, with 32% of consumers being dissuaded every time.
  • 35% of shoppers feel companies do a poor or very poor job of customizing online shopping, with only 7% believing that companies do it well.
  • Across all products and services, online shoppers list desktop or laptop as their preferred to access your website. But, smartphones and tablets are quickly growing in popularity. A quarter of consumers use a mobile device very often when shopping online, compared to 23% who use desktops.

Percentage of consumers who shop online for the following products/services

Personal entertainment: 85%
Apparel: 85%
Travel: 82%
Digital products: 79%
Entertainment: 74%
Paying a utility bill: 74%
Electronics: 71%
Home/furnishings: 64%

POWERSHIFT MARKETING TAKEAWAY: You need to constantly make sure that your website offers an easy and simple way to purchase your product or service on all platforms (desktop, laptop, smartphones, and tablets). For example, recently we worked with a firm to research their website. After we presented our findings, they made changes to their website to make it easier to navigate and buy. Their sales increased dramatically and they didn’t spend a dime more on marketing.



December 16, 2016

Renowned CBS news anchor Walter Cronkite must be rolling over in his grave. Most U.S. adults (62%) now get news on social media, and 18% do so often, per a new survey by Pew Research Center. Three social media sites dominate news online.


That is why “fake news” is a major issue for marketers. It is almost impossible to control your message in social media. As I’ve stated many times, news and entertainment are now one in the same. Our Twittering President Elect has shown the power of news on social media – we do not need anyone to make sure it is true. But wait.

Finally, CNN has reported that Facebook has announced to will start applying warning labels to some “fake news” stories that users share. Articles that are known to be false — seemingly published with the intent to trick or mislead people — will be marked with what Facebook is calling a “flag.” Below the headline there will be a red label that says “disputed by 3rd Party Fact-Checkers.” Users will be able to click on a “learn why this is disputed” link to get more information.

Facebook will not be doing the fact-checking itself. CEO Mark Zuckerberg has stated that “we do not want to be arbiters of truth ourselves, but instead rely on our community and trusted third parties.” So, those third parties will be fact-checking organization that have committed to the International Fact Checking Code of Principles, which was recently established by Poynter, a journalism organization. Several dozen fact-checking organizations around the world have signed on the code of principles.

Now you will still be able to post whatever you want, no matter how bogus, but now others will see a warning that the story has been disputed as you share.

Hopefully, other social media companies will step up and do the same. At a recent journalism industry conference, Facebook representatives said that addressing the spread of knowingly fake stories is the #1 priority at the highest levels of the company. It is about time.



December 12, 2016

Here’s something for you to discuss with your marketing team this week: are you using the right marketing tools to reach the right market?

CASE IN POINT #1: My company runs a Destination marketing campaign effort, Crater Lake Country (CLC) (www.craterlakecountry.com). While I do not personally use a lot of social media and I really do not like to text (I was never a typist), I’ve learned that using social media and other online tools are critical to reaching a younger audience. One of the things I am most proud of is that the CLC website has a much higher percentage of younger viewers than other destination marketing organization (DMO) websites. Now, for someone who is passed official retirement age, learning new tricks isn’t easy. I spend about 20 hours a month reviewing and learning new marketing techniques. How much time are you spending on learning new things?

CASE IN POINT #2: Oregon football. The mostly successful PAC 12 football program in the past ten years lost its recruiting way because it didn’t realize how you communicate with high school teenagers. You see, teenagers are the prime market for any college team. A Portland Oregonian opinion piece by Andrew Nemec (anemec@oregonian.com) said it best: “Recruiting has never been about boosters and retirees, it’s about attracting teenagers. Oregon’s staff stuck together for 20 years, and somewhere along the way, they seemed to forget that. Taggart has a lot to prove, but he’s already showing he understands the modern recruiting battle. He’s generating buzz – one tweet at a time.”

How are you reaching the largest market in American today – Millennials?