Posts Tagged ‘powershift marketing’

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MONDAY MORNING QUARTERBACK DIGEST #36

November 26, 2018

Monday Morning Quarterback Marketing Digest. Hope everyone had a great Thanksgiving like we did. Here are a few post turkey day thoughts on marketing and research for the week.

BAD GOLF GAME – AT&T and other big television distributors are refunding customers who paid to watch a showdown between Tiger Woods and Phil Mickelson. AT&T intended to use the pay-per-view event as a showcase of its new media capabilities since buying Time Warner. They shanked it. The online transmission didn’t work and many saw it for free. In fact, it’s unclear how many people paid to watch the match. Oh, if anyone cares, Mickelson won with a birdie on the 22nd hole, giving him the $9 million prize. Marketing Lesson: Make sure you can deliver what you promise, before you promise it!

HOW MUCH DO YOU KNOW ABOUT FACEBOOK LIVE? – Back in April 2016, Facebook launched a live video streaming service that lets anyone broadcast from their mobile devices straight to their Facebook News Feed. Since its launch, live video has exploded in popularity — particularly on Facebook Live, where according to Vimeo, 78% of online audiences are watching video on Facebook Live as of 2018. It’s no mystery why Facebook Live is popular: Videos enjoy a 300% engagement advantage to traditional videos shared on Facebook. Do you know how to use this tool? If not, we found a great guide that we can send you. Just let me now.

YOUR MARKETING FUTURE IS HERE – We have said often in this blog that you need to begin shifting your marketing to Millennials, even though Baby Boomers and Seniors still have the money. Millennials are now the largest demographic group and they are beginning to make a real impact. The 2018 midterm elections not only sent a record number of women to the House of Representatives – at least 102 in total, including 36 newly elected members, with a handful of races still to be called – but also significantly boosted the number of Millennials and Generation Xers in the lower chamber, according to a recent analysis. When the 116th Congress convenes in January, at least 26 House members will be Millennials (i.e., born between 1981 and 1996), up from only five at the start of the current Congress and six just before the Nov. 6 midterms. Marketing Lesson: No successful marketer is ignoring women or Millennials now.

THOSE DARN ALGORITHMS – They are all around us, utilizing massive stores of data and complex analytics to make decisions for us. They recommend books and movies for us to read and watch. They share news stories they think we might find relevant, estimate the likelihood that a tumor is cancerous and predict whether someone might be a criminal or a worthwhile credit risk. But despite the growing presence of algorithms, a Pew survey finds that the public is skeptical of these tools. At a broad level, 58% of Americans feel that computer programs will always reflect some level of human bias – although 40% think these programs can be designed in a way that is bias-free. And in various contexts, the public worries that these tools might violate privacy, fail to capture the nuance of complex situations, or simply put the people they are evaluating in an unfair situation.

IS GROWTH A GOOD GOAL? – Most businesses want to grow. We are working with a variety of companies setting goals for 2019. We have found that when you make growth the end-all-be-all, your bottom line, it can be at the expense of your customers. Some major companies have sacrificed long-term customer relationships for short-term gains. That’s why I enjoyed reading a HubSpot blog post that outlined their customer tenets. They believe their job is making customers more successful, building relationships by doing the right thing, and focusing on the long-term even when it’s not the easiest path. I totally agree. This week’s marketing goal: Develop your own customer tenets for 2019? Here’s HubSpot’s tenets, it is a good place to start.

1. Earn my attention, don’t steal it.
2. Treat me like a person, not a persona.
3. Solve for my success, not your systems.
4. Use my data, but don’t abuse it.
5. Ask for feedback, and act on it.
6. Own your screw-ups.
7. Help me help you, by helping myself.
8. I don’t mind paying, but I do mind being played.
9. Don’t block the exit.
10. Do the right thing, even when it’s hard.

Until next week, enjoy holiday shopping.

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MONDAY MORNING QUARTERBACK DIGEST #26

September 18, 2018

Monday Morning Quarterback Marketing Digest. Did you miss me? I missed a week and now I am a day late. As they say, it is hard to get good help. Here’s some marketing and research thoughts for the week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

TIME FOR PLANNING AND RETREATS – Our calendar is filling up t help others with essential future planning in the 4th quarter. Do you need an independent SWOT analysis? Do you need a survey or an experienced meeting facilitator? Contact us and let’s get you on the calendar.

EMMY TAKEAWAY: IT IS NOT YOUR PARENT’S TV WORLD – If you use TV advertising, then you better be an advertiser on cable and on streaming too. Why? Because that is where your audience is going. HBO and Netflix tied for Emmy statuettes (23 each) for hits such as “Game of Thrones” (HBO) and “The Crown” (Netflix). Meanwhile, Amazon became the first streaming service to win the outstanding comedy series award, for “The Marvelous Mrs. Maisel,” and ended the night with eight awards. Broadcast networks? Pretty much a no-show.

NEW ONLINE DMO STUDY STARTS IN OCTOBER – Our 5th Annual Destination Website Research Study will end this month. Ten different DMOs have participated in our study since launching it in 2011. We are now recruiting partners for our 6th Study that will begin next month. Interested? Contact me… the cost is only $1,800 for a year-long, in-depth study.

DON’T WORRY, KIDS ARE HERE TO STAY – Yes, the nation’s fertility rate is at an all-time low. Yes, the number of births has fallen to levels not seen in 30 years. Nevertheless, most Americans will have children. In fact, most women aged 25 or older and most men aged 30 or older are parents, according to the National Center for Health Statistics (Fertility of Men and Women Aged 15-44 in the United States: National Survey of Family Growth, 2011-2015). Overall, 44% of men and 55% of women aged 15 to 44 have had a biological child.

SOME PEOPLE CAN’T SHOP ONLINE – As reported here, if you are not getting sales via your website, you are falling behind your competitors. Everyone is shopping online, right? Well, not if you live in a rural area (like I do). One out of four (24%) rural adults say access to high-speed internet is a major problem. An additional 34% of rural residents say it is a minor problem. So, the majority of rural Americans (58%) have a challenge with online access. By contrast, few people living in urban areas (13%) or the suburbs (9%) view high-speed internet access a major problem. This digital divide is very important in planning your online marketing. Where do your customers live? It matters.

WHERE IS WALTER CRONKITE WHEN WE NEED HIM? – As a college journalism major, I am fascinated that most people now get their news from social media, even if they don’t believe it. Thank President Trump for another accomplishment. About two-thirds of adults (68%) say they get news from social media occasionally. However, a majority (57%) say they expect the news they see on social media to be largely inaccurate. Social media news consumers say getting news via social media has made little difference in their understanding of current events (15%), and more say it has helped confused them (36%). Gee, I am confused now.

Until next week, have a great day.

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MONDAY MORNING QUARTERBACK DIGEST #23

August 20, 2018

Monday Morning Quarterback Marketing Digest. OK, it is not Monday morning, but it is still Monday and here are some marketing and research thoughts for this week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

CAN SOCIAL MEDIA CHANGE OPINIONS? – Research shows that most people today believe that social media is a giant echo chamber. People simply spend time with friends that agree with them. For most Americans that is true. But a small share of the public – 14% – say they have changed their views because of something they saw on social media, according to a Pew Research Center survey of U.S. adults conducted May 29-June 11, 2018. This number changes significantly when you look at age, gender and race.

Almost a third (29%) of young men 18 to 29 say their views changed in the past year due to social media. This is more than double the percent of men and women ages 30 and older (12% and 11%, respectively). There are also differences by race. One-in-five black (19%) and Hispanic (22%) say their views changed, compared with 11% of whites. Bottom line: This an important study because it reveals what audiences may be willing to change their opinions the most about your product, service or cause. 

TAKE A VACATION, PLEASE – As the travel industry in the West struggles with smoky skies and fires, many Americans are canceling their vacations. To make these time even more tough, a research study from Project: Time Off shows that Americans are taking less time off. About half of American workers (52%) aren’t using all the vacation time they have. A quarter, 24%, have gone a year without a vacation; 12% say it’s been three years or more since they took a holiday.

What’s stopping them from getting away? Job insecurity – 61% say it’s the “fear of looking replaceable,” while 56% insist their “workload is too heavy.” Which generation is better at taking vacations? Millennials are the worst at 14.5 days of vacation. Generation X takes 17.9 and Baby Boomers take 19.8. That is why even aging Baby Boomers remain a key segment to target for leisure marketers. If you want to see the report, email me.

SEARCHING FOR THE BEST? – Some interesting insights from Google’s “Think with Google” email newsletter. Mobile searches for “best” have grown over 80% over the past two years. People are searching for “best” for even the smallest item. Google research reveals that looking for “the best” isn’t an objective absolute. Since “best” is personal, it is important that website content and search copy convey how your products meet these needs and that you show relatable, real-life use cases. This is one of several studies you will find in our new white paper “KEYS TO MAKING WEB VISITORS, REAL VISITORS.” This report shares findings from various content studies including our six-year study of Oregon visitor websites. Contact me if you are interested.

THE NEWEST WEALTH GAP – YOUNG AND OLD – You would expect that Americans aged 65 or older would have more resources than younger Americans. But a report published in Demography (Children and the Elderly: Wealth Inequality among America’s Dependents) is troubling if you are marketing to families with children.

Looking at two types of households, one with children under age 18 (child households), and the other with someone 65 or older with no children under 18 (elderly households), there is a growing gap between them. In 1989, elderly households had a median net worth 3.8 time that of child households ($106,647 vs. $27,889). By 2013 elderly households had a worth that was 12.5 times as high ($154,998 vs. $12,413). The median net worth of elderly households grew 45% between 1989 and 2013, after adjusting for inflation, while the net worth of child households fell 56%. That is why you need to do a demographic study of your customers. We can provide this type of study.

TRUE OR FALSE: MOST IMMIGRANTS ARE HERE LEGALLY. True, but only 45% of the public knows that most immigrants in the United States are here legally. Nearly as many (42%) think most immigrants are here illegally. Marketing lesson: If you repeat something long enough, even if it is not true, people will believe it. I guess we should call this the “Trump Effect.”

Until next week, enjoy the last few weeks of summer and have a great day.

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MONDAY MORNING QUARTERBACK DIGEST #17

July 9, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts for this week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

THE CHALLENGE OF BRAND CHANGING – To remain relevant, your brand needs to be occasionally updated, but there are dangers in changing key elements of your brand. Miss America is dealing with this right now. Miss America started as a swimsuit competition in 1921. It was a tourism promotion to get more people to Atlantic City. Back in the 20s, it was considered modern and liberating for women to pose in bathing suits. Times have changed. So, the Board and Chair Gretchen Carlson eliminated the bathing suit competition. Many volunteers, which run the nearly 100-year-old institution’s state and local competitions, and former Miss Americas vocally oppose this change. The Miss America Organization made a critical error. What was it? They needed to use an inverted pyramid decision-making process. Contact me and I will share this strategy with you. It is critical if you are thinking of making a brand update.

DO YOU USE INSTAGRAM BUSINESS STORIES? – One of the new tools with Instagram are story ads. If you are interested in learning how to create stories, which we are testing with a few clients, let me know. Also, remember, we are now providing digital content development for a variety of clients. Contact us for pricing.

THE DISAPPEARING LANDLINE – If you are considering phone survey research, you are facing some major challenges. First, you need to make sure you are calling more cell phones than landlines. Back in 2010, 68% of the population had landlines, now (2017) only 44% have them. This may be higher than you expected, since virtually everyone also has a cell phone. Of course, there are research challenges calling cell phones since they are portable (so are landlines). That is why researchers are using more online panels, like the one we are creating for Jackson County (www.DCGresearch.com). Are you planning a study? Contact me and I will share some of the tips for data collection in today’s world.

MAKING A DESTINATION WEBSITE A STRONGER MARKETING TOOL – As I mentioned last week, we are now recruiting partners for our 6th Annual Destination Website Research Study. It is super affordable and it provides answers to:

• Who is visiting (demographics) your website?
• Why do they visit your website and where do they discover your site?
• Will web visitors become real visitors to your city (economic impact)?
• What elements on your website are most important for encouraging visits to your area?

Contact me for a fact sheet on the new study. Ok, see you next week with some more thoughts.

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MONDAY MORNING QUARTERBACK DIGEST #16

July 2, 2018

Monday Morning Quarterback Marketing Digest. Missed last week due to a family wedding (wonderful) and travel, but happy 4th of July week. Here are research thoughts that could help you this shortened business week.

HOW DO PEOPLE VIEW YOUR VISITOR DESTINATION? – In September we are scheduled to conduct our third, semi-annual Brand Awareness and Perception Study for an Oregon DMO (Destination Marketing Organization). We have been honored to provide this outstanding organization an independent research view of the effectiveness of their marketing efforts since 2014. What has been the biggest surprise of these studies? Why all DMOs don’t conduct independent research of their marketing efforts.

Literally millions of dollars are being spent in Oregon to brand destinations and attract more visitors. Yet, most rural DMOs do not conduct any independent research to see if their efforts are paying off. Call (541-488-4925) or email me at Mark@dennettgroup.com if you would like to learn more about how to conduct this type of research for your marketing team. We have done these studies for the travel industry, nonprofits, healthcare, financial institutions, and retail groups.

HOW WELL IS YOUR WEBSITE PERFORMING? – Speaking of DMO research, we are beginning the final quarter of our 5th Annual Destination Website Research Study. Ten different DMOs have participated in our study since launching it in 2011. Why do cities and chambers that operate Convention and Visitor Bureaus participate in this study? Because it is affordable (around $100 per month) and it provides answers to issues you need to know to help generate public funding and support:

• Who is visiting (demographics) your website?
• Why do they visit your website and where do they discover your site?
• Will web visitors become real visitors to your city (economic impact)?
• What elements on your website are most important for encouraging visits to your area?

We are now recruiting partners for our 6th study that will begin in October. Interested? Email me at Mark@dennettgroup.com or give me a call for details (541-488-4925) for a fact sheet.

ARE YOU READY FOR GOOGLE’S REBRAND? – Today, if you are not using one of Google’s ad platforms you are not doing your digital marketing job. Google decided to rebrand all their offerings under the Google Ads label. Google’s Senior Vice President of Ads said the company’s complex assortment of products has become confusing to navigate. I agree. But the real goal is to make it easier for Google to upsell those products. Want to learn more? You can join me and others on Tuesday, July 10th at 9:00 a.m. Pacific, noon Eastern, for a live podcast. Here’s a link to register, click here.

IT IS STARTING – A RADICAL CHANGE TO YOUR INTERNET EXPERIENCE – If you don’t live in California, you may have missed this news. California lawmakers passed a data-privacy bill that grants consumers some of the broadest protections in the country, including the right to prohibit the sale of personal data to third parties and to opt out of sharing it altogether. Good news? Perhaps, but the law also allows companies to charge consumers a premium if they don’t share data. Is this the future of internet access? If you don’t allow firms to mine your data for advertising, you will pay more for visiting a website?

WHAT DO PEOPLE THINK OF THE SUPREME COURT? – Stepping away from my marketing focus to celebrate our country’s heritage, here are few facts about the U.S. Supreme Court from the Pew Research Center that you might find interesting. Have a great 4th of July holiday!

1. Two-thirds of Americans (66%) view the high court favorably, up 18 percentage points from July 2015, when only around half (48%) approved.

2. A growing share of Americans (55%) say the Supreme Court should base its rulings on what the Constitution “means in current times,” rather than what it “meant as originally written.”

3. The average tenure of a Supreme Court justice is nearly 17 years. This analysis excluded the current members of the court since their tenure is ongoing.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

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MONDAY MORNING QUARTERBACK DIGEST #13

June 4, 2018

Monday Morning Quarterback Marketing Digest. Welcome to June! Here are some marketing and research thoughts that could help you this week.

FORGET FACEBOOK IF YOU ARE TRYING TO REACH TEENS. As mention in previous posts, Facebook is now a great way to reach parents and grandparents, but not teens. I mean, why would any self-respecting teen use something that their parents use? Want to reach teens, shift your advertising eye to: YouTube, Instagram and Snapchat. Those are the most popular online platforms among teens. Fully 95% of teens have access to a smartphone, and 45% say they are online ‘almost constantly’… a bit frightening.

According to a new PEW survey, half (51%) of U.S. teens ages 13 to 17 say they use Facebook, notably lower than YouTube, Instagram or Snapchat. This shift in teens’ social media use is just one example of how the things have changed for young people since PEW’s last survey of teens in 2014-2015. For the most part, teens tend to use similar platforms regardless of their demographics, but there are exceptions. Lower-income teens (living in households that make less than $30,000 a year) use Facebook more than those living in higher-income households of $75,000 or more a year. If you want to learn more, click here for the complete story.

SAY YOUR SORRY, BUT DON’T OVER DO IT. The Roseanne and Samantha Bee comments and then apologies, points out that we live in the age of apologies, sincere or otherwise. As reported by the Wall St. Journal, companies are spending millions of dollars to make their mea culpas a part of their ad strategies. Once confined to a full-page newspaper ad at best, apology campaigns from Uber, Facebook and Wells Fargo have expanded from print to digital, billboards and TV.

“The cost of a crisis campaign can now be up to 20 times what it was in 2000,” said Edelman PR firm’s Harlan Loeb, global chair of crisis (can you believe they have a title like that?). Facebook had spent $30 million on TV commercials. But there is a danger of apology fatigue. So, yes, tell consumers you were a jerk, but then move on.

ARE PUBLIC OPINIONS BASED ON FACT OR FICTION? In my marketing book, I point out that public opinions are created by events. People simply do not have an opinion on most things until something happens (an event) and then they form opinions. But in this age of fake news, does that event have to be real? No.

For example, there is simply no truth to “Spygate,” the President’s belief that someone was planted as a spy in his campaign. Yet, by just making a public accusation (the event), most people now have an opinion on it. Public opinions of men that have been accused of sexual misbehavior have changed because of the charge (the event), not necessarily the facts. Another example, accepting refugees. A PEW study shows that half of Americans (51%) say yes we should accept refugees. However, 62% of Republicans say no and 74% of Democrats say yes. Today, public opinion is being created by the 24/7 partisan stories shared on social media. That is why researching people’s opinions today is far more challenging. It is also why we are doing far more awareness and opinion studies for clients. If you need to know what your customer things of you, we can help.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

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MONDAY MORNING QUARTERBACK DIGEST #12

May 29, 2018

Monday Morning Quarterback Marketing Digest. Happy Memorial Day Weekend! Here are some marketing and research thoughts that could help you this week.

IS FACEBOOK A GOOD MARKETING TOOL FOR YOU? – Today, most businesses have a Facebook (FB) page. Here are three questions you need to answer YES to, if you want to use Facebook as a marketing tool.

(1) Is your company ready for social engagement? – Facebook is a customer engagement tool. It is social media, which means users want a personal connection to your company and what you are doing. Your fans will see your page as a reflection of you, the company, not an advertising space. Can you share relevant and interesting tidbits often? If you hardly ever post, your customers might think you don’t care about them. And if you are facing a PR issue, you can bet your customers will post on your page – and elsewhere, too – about it. If you don’t have the staff or tools you need to respond in a timely way, Facebook is not for you.

(2) Do you know your customer? – Various studies have revealed that people spend a lot of time daily on social media: YouTube (40 minutes), Facebook (35 minutes), snapchat (25 minutes), Instagram (15 minutes) and Twitter (1 minute). Kids and teenagers spend 6-8 hours a day on social media (texting is number one). Interesting, as parents and grandparents have joined the Facebook generation, the under 30 group has shifted to other social media. But are your potential customers on Facebook? That is why every company needs to conduct customer research to know the social media habits of their customer base. We can help do this.

(3) Do people want engagement with your company? – Some industries are ideal for Facebook marketing. Travel and Leisure is one of them. People love to travel and they love sharing experiences on social media. But other industries like plumbing and banking are not good FB candidates. Do you really want more social connection with your banker or your plumber? A simple way to judge your engagement potential is to check your FB Likes. Are they growing? Likes, introduced in 2009, are not as valuable as they once were (I will cover this in a future post), but if your Likes are not growing, Facebook might not be the tool for your business. Sure, FB can be a useful online informational platform for you, but it won’t be a proactive marketing tool.

Have questions or need help with Facebook? We can conduct the research needed to discover your customers’ social media habits and we can also run your FB campaign. Let us know if you need help.

ARE YOU PART OF THE LOST GENERATION? – In an examination of household wealth, researchers have defined people that were born in the 1980s as the “lost generation.” For the analysis, Federal Reserve Bank of St. Louis researchers estimated typical life cycle wealth trajectories using the 1989 through 2016 Survey of Consumer Finances. Two stories emerged, and only one had a happy ending.

Here’s the story with the happy ending: By 2016, the net worth of older Americans (born in the 1930s, 1940s, and 1950s) had recovered from the Great Recession (2008).

Here’s the other story: By 2016, the net worth of younger adults (born in the 1960s, 1970s, and 1980s) had not recovered. Those born in the 1960s were still 11% short of their expected net worth in 2016. Those born in the 1970s were 18% short. Those born in the 1980s were 34% short.

Housing debt explains the shortfall for the 1960s and 1970s cohorts. But few in the 1980s were homeowners during the housing bubble, so the shortfall is caused by other types of debt – student loans, auto loans, and credit card debt, said the researchers. There is still hope. People born in the 1980s have higher educational attainment and many years to catch up. But, the report concluded, “the 1980s cohort is at greatest risk of becoming a ‘lost generation’ for wealth accumulation.”

WHY CAN’T WE ALL GET ALONG? – It has a lot to do on where we live. In our research studies we have found that people that live in urban, suburban and rural counties see the world far differently. A new PEW Research survey also found that most urban and rural residents feel misunderstood by those who live in other types of communities.

While classifying counties as urban, suburban and rural is useful in helping understand how the country is changing, it’s important to keep in mind that there is a great deal of diversity within community types. To understand how these changes are playing out in your own community, you can use PEW’s interactive feature on their research, which has data on the nation’s 3,142 counties and county equivalents (such as parishes and independent cities). It is a fun bit of research to look at, click here

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.