Posts Tagged ‘small business’

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MONDAY MORNING QUARTERBACK DIGEST #10

May 14, 2018

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

DEADLINE NOW: COOPERATIVE MARKETING STILL SAVES MONEY – I strongly believe in co-ops as a cost-saving marketing tool: i.e. the idea that a group of companies share the cost of marketing to increase their exposure (bigger ads, more impressions, greater reach) for a fraction of the cost of running their own ads. I am closing three digital co-ops this week: An online video campaign focusing on Oregon’s Willamette Valley and two native ad campaigns focusing on Oregon and California (you pick the markets in each one that best meets your needs). Campaigns will launch this month. Call or email me today for details and pricing (541-488-4925 or Mark@dennettgroup.com).

ARE YOU READY FOR DEMAND PRICING? – Demand-based pricing, also known as customer-based pricing, is a technology-based pricing system in which prices are altered for different customers, depending upon demand and their willingness to pay. The Oregon Shakespeare Festival shifted to a demand pricing model a few years ago (i.e. tickets are more expensive for popular shows on the days where there is most demand, but cheaper for other shows and days). Airlines and lodging have used this model for decades. Is there any limit to demand pricing? Perhaps not. Spirit, one of the worst “bare fare” airlines in America, is installing wi-fi in its fleet by summer 2019. The cost will be around $6.50 per passenger with the exact price rising or falling depending on the popularity of the route.

Is it time for you to look at demand pricing? Might be a good discussion for this week. We can help you explore with research to see how willing your customer base is to accept demand pricing.

DO YOU NEED A CUSTOMER SERVICE TUNE UP? – I just finished updating my popular customer service workshop. If your team needs a re-fresher, cost is as low as $20 per person. Let me know. Here’s a link to more information on my current talks.

IS SEARS DYING BECAUSE SOMEONE COPIED THEIR APPROACH? I found this msn.com story on the rise and fall of Sears interesting because it shows that somethings haven’t changed much. In the mid-1880s, Richard Sears and Alvah C. Roebuck, both in their twenties, decided to compete with brick and mortar businesses by creating a mail-order catalog. Sure, they added retail locations over the next 100 years, but their brilliance was making it super easy for anyone, anywhere, to shop. There really isn’t any difference between mail-order and online as a business model: both made shopping for anything easier no matter where you live. So, why is Sears failing? This story shares the reasons if you are interested.

WHAT DIVIDES AMERICA? – Tomorrow is election day in Oregon, so, I thought this story from USA TODAY would be of interest. If you want to meddle in an election via social media, what is America’s rawest political division?

USA TODAY reporters reviewed each of the 3,517 ads that were created by the Russian-based Internet Research Agency designed to impact the 2016 Presidential election. While ads focused on many topics, most were designed to inflame race-related tensions. A University of Wisconsin-Madison researcher who published some of the first scientific analysis of social media influence on campaigns said the Russians were attempting to destabilize Western Democracy by targeting extreme identity groups. If you are a political junkie, you can read more 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.

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MONDAY MORNING QUARTERBACK DIGEST #8

May 1, 2018

Monday Morning Quarterback Marketing Digest. Ok, it is Tuesday, but I thought May 1st was a good day to highlight market research that could make your marketing efforts stronger in May.

SURVEY FOR GOOD – We are still inviting people who live in Jackson Country, Oregon to join our new Southern Oregon research panel. Check it out right here.

KEEP THOSE TOURISTS AWAY FROM ME! – This week is the annual Oregon Governor’s Tourism Conference. It concludes today in Bend, Oregon. While Oregon still has the welcome mat out, some popular areas are struggling to cope with the growth of worldwide tourism. Venice has come up with a new plan to cope with visitors that strain its infrastructure: segregating locals and tourists. The Italian city will restrict the movement of visitors and turn away some motorists. The extraordinary move is the latest step by Venice to manage high levels of tourism that in recent years have led to calls to ban cruise ships and restrict visitor numbers. You can read more here. 

Our studies with several destination marketing organizations (DMOs) show that there is growing concern about having more visitors, especially if they are ethnically or culturally different from local residents. Perhaps Venice is a cautionary tale for the rest of us. It might be time for some local research on how your residents look at visitors?  We can help.

FORD IS NOT GOING TO SELL CARS? – This might be the biggest marketing news from last week. So, why would a pioneering car company stop selling cars in the U.S.? It’s a great marketing lesson – the need to be constantly evaluating your market. It shows the importance of research and data today. This is a good story if you think your market is changing. Read more here.

DO AMERICANS BELIEVE IN GOD? – Yes, 90% believe in a higher power. But only a slim majority believe in God as described in the Bible. About half say that God or another higher power directly determines what happens in their lives. Younger people have less of a belief in God. Higher educated Americans have more questions about God. This PEW Research story recap shows six key takeaways from the PEW Study.

THE PROFILE OF UNMARRIED PARENTS IS CHANGING DRAMATICALLY – If you market to adults with kids, you need to be aware of this new PEW Research Study. Some of the highlights: Single moms – those raising a child with no spouse or partner in the home – no longer dominate the ranks of unmarried parents. In 1968, 88% of unmarried parents fell into this category. Now, it is 53%. A growing share of unmarried parents are cohabiting now, up to 35%. Click here to see recap of the study.

MILLENNIALS GET MOST OF THEIR NEWS FROM? – According to a 2018 survey from the University of Chicago, most Millennials now get their news from the internet. So, where are they going on the internet? Are they going directly to a news site, or to a news aggregator (such as Reddit), or to social media (such as Facebook)? According to this survey, the answer is yes to all three. Among Millennials who get most of their news from the internet, there is a fairly even split among the three types of news sources. If you are a marketer and you want to reach these people, you need to be in a lot of places.

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MONDAY MORNING QUARTERBACK DIGEST #6

April 16, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger. Want to conduct your own research? Let us help.

WHICH IS BETTER, PHONE OR ONLINE SURVEYS? We have just completed a comprehensive RFP for a major research project. While I certainly hope we will be able to work on this project, it did put in perspective why the use of online panels is growing in popularity. The cost advantage is dramatic. Phone surveys today are running around $25 per completed call. Using online panels run about $5.00 per complete. That’s why we are continuing to recruit people for the first local, Jackson County online panel. Learn more and join us!

IS TRADITIONAL TV GOING AWAY? – No. Younger millennials (18-24) are continuing to move away from television viewing, but don’t give up on TV. A Deloitte Global report predicts viewing of television — whether live or time-shifted — will decline slowly because forces that have been distracting young people from traditional TV are going away. Interesting article if you use TV advertising. You can read here.

DO REAL PEOPLE USE TWITTER? – It is estimated that two-thirds of tweeted links are posted by automated accounts (bots) – not human beings. As I’ve mentioned, I am not a big fan of Twitter. In our studies we have never seen a strong connection between Twitter and increased website views. Now, bots can play a valuable part in answering questions about a variety of topics in real time or providing automated updates for news stories or events. At the same time, they can alter perceptions of political discourse, spread misinformation, or manipulate online rating and review systems. If you use Twitter for marketing, you need to read this PEW study.

MARRIED COUPLES ARE AN ENDANGERED SPECIES – Today, 50% of adults are married, down from 72% in 1960. Why? Americans are marrying later in life. Seven years later than in 1960. Also, marriage rates vary widely by race and ethnicity. In 2015, 54% of white adults were married. This is lower than Asians (61%) but significantly higher than Hispanics (46%) or blacks (30%). Marriage rates are also more closely linked to socio-economic status than ever before, according to a Pew Research Center analysis of Census Bureau data. If you want to learn more about our changing marriage habits and how they could impact your marketing, this PEW report is excellent.

By the way, not getting as much news play as the question about citizenship, the 2020 census will ask about same-sex marriages for the first time. Check boxes for same-sex couples will be offered to fix a long-standing problem of overcounts of these couples. In addition, the census will ask white or black race boxes to say more about their national origins.

MORE LEISURE TRAVELERS BELONG TO LOYALTY PROGRAMS – When I helped develop the first airline loyalty program (1980), I simply could not envision the major role these programs would play in today’s travel market. A recent campaign by hotel chains to sign up more young people is working. Membership is up 10% from 2014 (pre-loyalty push). This rate is higher than both the air and online travel agency (OTA) segments. However, loyalty participation doesn’t equate to loyal customers. More and more travelers are joining multiple programs. Seven in 10 members participate in multiple programs. To learn more, read this Phocuswright Research story.

DOES YOUR RACE GIVE YOU BENEFITS? – Whites and blacks have distinctly different views on this. Majority of blacks (92%) say whites benefit a great deal or a fair amount from advantages that blacks do not have (68% of blacks say they benefit a great deal). By comparison, 46% of whites say whites benefit at least a fair amount,  and just 16% of whites say whites benefit a great deal.

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

 

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MONDAY MORNING QUARTERBACK DIGEST #3

March 26, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger. Want to conduct your own research? Let us help.

CHANGING GENERATIONS – With kids “Marching for Our Lives” and parents and grandparents joining them this past weekend, it is interesting to look at how generations have changed in the past 50 years. PEW Research offers an interactive research look at how today’s young adults compare with their grandparents five decades ago. In my opinion, politicians are about to be blindsided by Millennials’ new social beliefs that were on display this past weekend. Click here to go the story.

DO YOU USE RETARGETING ADS? – Most marketers that use Google AdWords, use some retargeting ads – these are ads that show up on someone’s computer after they have visited your website. I think these annoying ads are a major negative marketing tools. However, if used sparingly and strategically they do have a place. Need to learn more? I think Google’s retargeting article is a good place to start. Click here to read.

WHY DO PEOPLE NOT READ YOUR ADS? – How can you make people notice your ads? When I published my PowerShift Marketing Book, I stated that “What you say, and how you say it, is more important than where you say it.” My point was that ads that are more relevant to the viewer will always have greater engagement, no matter where they appear. I ran across an article from Google’s VP of Agency and Media Solutions, Tara Walpert Levy, that spells out how the bar for relevant, attention-worthy ads is rising, along with consumer expectations. Tara’s focus is online video ads, but the lessons are relevant to all advertising. It is worth a read, click here.

WHO ARE FIRST-TIME HOME BUYERS TODAY? – Householders aged 30 to 34 were once the nation’s leading first-time home buyers. But their homeownership rate has fallen by a stunning 11.7% since the homeownership peaked in 2004. Our research review  shows three reasons: 1) Limited supply and cost of starter homes in major urban areas, 2) Lack of income growth, and 3) Lack of social desire to own a home. Here is the current Census Bureau homeownership rate by age, 2017 (and percentage point changed since 2004 peak):

Under age 25: 22.6 (-2.6)
Aged 25 to 29: 32.1 (-8.1)
Aged 30 to 34: 45.7 (-11.7)
Aged 35 to 39: 56.4 (-9.8)
Aged 40 to 44: 61.8 (-10.1)
Aged 45 to 54: 69.3 (-7.9)
Aged 55 to 64: 75.3 (-6.4)
Aged 65-plus: 78.7 (-2.4)

SURVEY FOR GOOD – Do you live in Jackson Country, Oregon? Then I would like to invite you to join our new Southern Oregon research panel. Check it out right here.

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MONDAY MORNING QUARTERBACK DIGEST #2

March 20, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger.

IS THERE A DANGER IN PLAYING FACEBOOK QUIZZES? Yes, those harmless quizzes are a research data gathering tool. The hot news item this week is that Facebook has suspended Cambridge Analytica, the data firm used by the Trump campaign, after finding that it improperly harvested data. They got the data from Global Science Research, which used a personality test to collect info from you and your FB friends — some 50 million profiles overall.

Now there are legitimate research firms trying to create online research panels. We are developing one for Southern Oregon – check it out www.DCGResearch.com. But they will be very upfront and will require an opt in.

ARE YOU OVERLOOKING OLD FOLKS? According to Phocuswright research, millennials are the current focus of most travel marketing. They are an adventurous demographic that seeks authentic experiences. However, they are price-sensitive and brand-agnostic; millennials like to shop around and find the best deals.

Do not overlook baby-boomers (people born between 1946 and 1964). They are still spend more money on travel. Unfortunately, our research shows that most travel websites are being designed by millennials for millennials. Many are just not user-friendly for older travelers. Want to know if your website is baby-boomer friendly. We can tell you.

ARE YOUR CUSTOMERS CONSTANTLY ONLINE? Yes, according to a PEW study that revealed that 26% of U.S. adults go online “almost constantly,” up from 21% in 2015. Younger adults are at the vanguard of the constantly connected. Click here to read more.

ARE YOUR CUSTOMERS CONSTANTLY ON THEIR CELL PHONE? Yes, again, more than ever. A 2000 Gallup survey showed cell phone ownership at 50%. Now look at it. Virtually everyone under 50 owns a cell phone. Gallup believes that the introduction of the smartphone in 2007 turned cell phones into an essential tool of modern life.

Percent owning a cell phone in 2018
Total adults: 95%
Aged 18 to 29: 100%
Aged 30 to 49: 98%
Aged 50 to 64: 94%
Aged 65-plus: 85%

IS INSTAGRAM MARKETING DECLINING? Yes, because a new algorithm shift has taken millions of viewers away, according to social media stars and companies interviewed by Business Insider. The news comes weeks after Instagram-parent Facebook announced its decision to reduce the number of posts from publishers that appear in its news feed. Remember, when you rely on social media marketing, someone else controls your marketing! That’s why you can’t focus 100% on social media.

Thanks for reading. If you have any research or marketing question, let me know and I will try and cover them in my weekly MMQB Marketing Digest posts.

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MONDAY MORNING QUARTERBACK DIGEST #1

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.

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FAKE NEWS ON SOCIAL MEDIA TO BE FLAGGED

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.

2016-pew-research-on-social-media-and-news

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.