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Author Archive
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Monday, May 23rd, 2011 by Deb DeFreeuwForce 5 recently wrote about a project we did involving QR (quick response) codes. The campaign, done for Smoker Craft boats, has been a success and a practical application of this new and growing tool. Since the boom in QR codes, I have since seen them on everything from ads in magazines to the lettuce container at the grocery store. So, it has led me to think about their use and where they might be most effective. While reading an article in the technology section of the Wall Street Journal I came across an example worth sharing.
The article talked about a coffee shop in British Columbia named Ethical Bean. They were looking for a way to stand out in a very crowded market. Ethical Bean decided to put QR codes on ads that were placed inside trains. When a user scans the code, a coffee menu pops up and they can order their coffee and have it waiting when they arrive. Now that is a practical use of QR code technology. Ethical Bean doubled sales by providing an easy way for the on-the-go consumer to purchase their product.QR codes are popping up everywhere, if you are using them, make sure they take your consumer to content worth the trouble. If it’s your first tip-toe through the QR code field, we can help, call us.
The Importance of Negative Keywords
Tuesday, May 10th, 2011 by Deb DeFreeuwI was surfing yesterday, catching up on news. I noticed an article about a man who was grieving the loss of his wife years after her death. Having experienced the loss of a loved one taken too early and overwhelming grief, I decided to read the article. The article went on to review the circumstances that lead to the woman’s death after having received a series of chiropractic adjustments to her neck and then suffering a stroke.
While reading this very sad story, I happened to glance at the ads in the right hand column of the page. There were two Google ads, the first was “#1 Tool for Chiropractors (Free Video) How to get people to become patients in your office.” Ok, so maybe there were some chiropractors reading this article as it mentions their field, but it doesn’t seem to be in the best taste to be listed next to this article. The second ad really threw me; it was an ad where you could search for a chiropractor. Really? I don’t think right now would be the time to catch folks interested in chiropractic care. There is a lesson in keywords here and that would be to include negative keywords. As defined on Google’s site: “Negative keywords – There’s another type of keyword that works in a different way. Negative keywords help make sure that your ad doesn’t show for searches that include that term. They work in unison with your normal keywords to target your ads just to the audience you want. For example, add “free” as a negative keyword if you want to make sure your ad isn’t shown to people looking for a free product. Negative keywords contain a dash in front of the keyword like -free.” Words like “malalignments, lawsuits, and death” would have been good additions to the keywords attached to this ad and would have prevented the ad from showing up. In this case a negative can definitely be a positive! So plan carefully and make sure your keywords get you in front of potential customers, not place you somewhere you shouldn’t be!
We have some left brainers here to help you plan your next step with Google Adwords or anything else in the digital space, so give us a click! DiscoverForce5.com
Information Overload
Tuesday, May 3rd, 2011 by Deb DeFreeuwI recently read an article from the Center for Media Research that had some very interesting statistics on digital consumption.
Information - Fast and Furious
76.7% read email and respond evenings and weekends
43.2% answer texts or emails on date/social occasion
57.4 % never turn off phone
33.0% check email middle of the night
35.2% answer work emails while with children
46.9% unable to answer all email
41.4% miss important news
39.9% ignore family and friends
16.9% miss appointments
62.5% wish they could filter out the flood of dataHonestly, I was not at all surprised by the last statistic. The tidal wave of information can be overwhelming. This article also stated, “64.2% said that the information coming at them today had grown by more than 50% compared with last year.”
Do the statistics above resonate with you? How do you filter out what is useful? Managing the tide of information has become a necessary part of our daily lives.
Because consumers are actively managing their digital lifestyle, it is more important than ever that you understand your audience, where and how they get their digital information and then provide them with useful content so you don’t get filtered out. If your company is struggling to be heard, Force 5 can help you reach your audience.
Mobile Health Seekers
Monday, April 25th, 2011 by Deb DeFreeuwI recently read an article in MediaPost which had some incredible stats on the mobile users consumption of health information through apps and browsers.
- 38% of cell phone owners access the Internet using mobile phone — up 52% year over year
- 55% of cell phone Internet users go online daily from their mobile phones
- 30% of mobile subscribers use search, 29% use downloaded apps
- 26% of apps downloaded in 2010 were used just once
I think one of the key points of the article had to do with the idea of not just condensing an entire website into an app. Consider the difference of mobile health info seekers and the content which is most sought after (as a proportional of total traffic); sexual health topics (HIV/AIDS, pregnancy and STDs). These users are understandably concerned about privacy, and likely in an urgent and emotional state – make content straightforward, useful and easy to find.
When creating mobile content we need to follow the same rules as we do with any other media. Define your audience, determine what are they looking for – then deliver it efficiently and effectively!
We’re diving into all kinds of mobile projects here at Force 5 and can help your company make smart decisions about moving forward with mobile content.
Force 5 Peeps
Friday, April 22nd, 2011 by Deb DeFreeuw
Happy Easter from the Force 5 Pup-Peeps
Private-Label Growth. Here to Stay?
Tuesday, April 19th, 2011 by Deb DeFreeuwI recently read an article in Marketing Daily, about the growth in private-label products. No surprise there, right? The figures were pretty compelling with consumers saving 33% off their grocery bills by purchasing all private-label products. I have followed the trend, trying more private-label products than I have in the past. While I haven’t gone all private-label, I have more private-label in my basket now than big brand names.
The question is will consumers stay with these private-labels once the economy gets back into the comfort zone? My opinion is that some consumers, myself included, will go back to major brand names and some will continue to purchase private-label. Recently, while shopping at Target, I went to purchase Sonicare toothbrush replacement heads. Ok, so I can get 2 of the Sonicare replacements for 24.99, ouch. Or, I can purchase the Target brand at 3 for 29.99. I decide to try the Target brand. Big mistake. One of the replacement heads didn’t work on the handle at all; another broke off completely after the second day. Needless to say, I took them back and purchased Sonicare. The Sonicare brand has value to me, now more than ever, and I can justify paying more for better quality.
Another example, I bought Target brand baby powder while normally I am a Johnson and Johnson fan. The powder didn’t seem different from one brand to the next – heck, it’s powder. But the lid on the Target brand doesn’t open properly and when I use it I never know what to expect. No powder, a gush from heaven knows where, a small pouf? My life has enough excitement without wondering if the powder will land in my shoes, as I want it to, or all over my black pants. A small detail, but when I am able, I am going back to J and J.
So the national brands need to keep talking about what makes them unique and living up to their brand promise. Maintaining their distinction will be what compels consumers to pay higher prices for their brand over a private-label.
If you need help determining or communicating what makes your brand unique, Force 5 can help! We have two certified Brand Strategists on hand and a crew of left brains and right brains to bring your brand to life!
A good reminder
Monday, December 20th, 2010 by Deb DeFreeuwI was at church this Sunday and received a good reminder. Let me take a step back, this was the weekend when the little people come up from little people church to big people church and sing a few Christmas songs. So here comes the first group, 4-7 years old, I believe. The girls have on their new tights and sparkly skirts, the boys have their hair combed and are sporting a new sweater. The proud parents are happily snapping photos. Their songs are very nice; they clap their hands, mostly to the beat, and shyly, sweetly sing.
So the second group comes up on stage. These children are a little older, probably 8-10 years old. They line up on the risers, some looking scared and others waving at family in the crowd. The first song starts and there is one voice, a bit off key, rising above the others. So I start looking for the source, in the middle of the entire group is a little girl, dressed in pink singing at the top of her lungs and doing all the “moves” with gusto! My first thought was “I wonder if her parents are embarrassed,” as a ripple of laughter travels through the crowd. I cannot take my eyes off of this girl; she is doing everything with 110%, no, probably more like 150% of everything she has to give. It was a wonder and probably divine intervention that she didn’t take out the kiddos standing next to her. Arms flying, leaning forward, she was all in. It was wonderful, fear of criticism was non-existent and she was enjoying the experience of being on stage and singing in praise. She was a hit!
So, what was the lesson? Whatever you are doing, be all in, all there. There are times not being “in tune”, coloring outside of the lines and taking your own path can have its rewards.
More than 20 minutes
Tuesday, October 26th, 2010 by Deb DeFreeuwEarly this past September I read a post from one of my favorite marketing dudes, Chris Brogan. This message has stayed with me and continues to resonate. The post was written on a Sunday and talked about taking 20 minutes (on Sundays) to connect with friends and family. I remember my first thought being “20 minutes, really? Is that all I should spend?” I recall as a kid piling into the car after church on Sunday and making the rounds to visit relatives. I think that is the kind of time we need to remember to spend, face-to-face.
Don’t get me wrong, technology is a wonderful thing; I talk to my host daughter in Austria on Skype and love it. I can’t get to Austria every week so this technology helps us stay connected. The same goes for my “niece-daughter” who lives in California. My folks, who I am blessed to have living in the same city, deserve more. A visit, a family dinner or maybe a trip to the bookstore is my goal. I fear that technology can make us apathetic and we risk losing the art of communicating in person. How about Saturday we take 20 minutes to catch up with far-flung family and old friends, and Sunday, the whole day, become technology free day and we take the time to “really” connect.
The same idea is true for clients. It is great to send them an e-mail newsletter, maybe mail them a special offer or coupon, and invite them to “like” you on Facebook. When it comes down to it, the relationship that you build and the real life connections you create can’t be beat. So, make it a point to schedule a visit and connect face-to-face, it makes all the difference.
Two examples of great local Brand Ambassadors!
Monday, September 13th, 2010 by Deb DeFreeuwAs a Certified Brand Strategist here at Force 5, I am always on the look out for brand done well and brand that needs help. Both are easy to spot. I have found two examples of wonderful brand ambassadors locally and want to share them with you.
The first example of a great brand ambassador is one of my favorite people, Andrew Snyder, Vice President, Community Development and Marketing at Saint Joseph Regional Medical Center. You can’t help but notice that Andrew is always impeccably dressed and has a quick wit. That alone does not make a brand ambassador. It goes deeper than that. While meeting with Andrew, we traveled from the lobby through the hospital to get to a conference room. Andrew said hello to EVERY person he passed along the way. Not a polite hello, but a genuine “hello, how are you?” We passed a lot of people on our way and every time it was the same. It is a small thing, but just adds to his personal brand, and the brand of the hospital. That brand is “caring.”
Most times it is the small things that bring your brand up a notch from good to great. It is how people in your organization present themselves and reflect the company brand.
The second example I have of brand done well can be found at one of my favorite places, somewhere I have visited since I was a little girl, the South Bend Farmers Market. There is a booth there called “A Dedicated Life” owned by Cara Matheis. Cara’s booth specializes in organic, vegan and gluten free foods. The booth is attractive and easy to browse, but that does not make it exceptional. What makes it exceptional is Cara herself. I stopped by her booth and talked to her about her raw bars. She was very knowledgeable and friendly. The other thing that I have always noticed about Cara is how she presents herself. There were times in August when it was very hot and there is Cara with a stylish dress, headband and big smile. Not what you would necessarily expect of a vendor at a farmers market. Always put together and looking stylish – as well as approachable. It’s these qualities that make her brand exceptional.
It’s a good reminder on how everything, from how you answer the phone to the presentation of your product on the shelf, represents your brand. Both of these stories are great examples of internal branding. The takeaway here is that your brand must be internalized before any external branding is undertaken. We have all had bad customer service encounters where the experience didn’t match the brand. Whatever your brand, make sure its internalized first—making your employees are ambassadors of your brand will always be your first step to success.
If you’d like to find ways to get your brand on track, Force 5 can help!
What’s your Story?
Thursday, April 29th, 2010 by Deb DeFreeuwI just finished an amazing book. It really made me think. A Million Miles in a Thousand Years: What I Learned While Editing My Life, by Donald Miller. It was about the author working with two men, Ben and Steve, who wanted
to make a movie of Miller’s life. It was during the discussions of his “real life” he discovered their desire to edit it into what makes a good story. They wanted his life to have punch and meaning. As Don worked with Ben and Steve he came to realize his life was boring. In the course of creating the fictional Don for the movie, he was creating the person he wanted to be, someone worth telling a story about.Don ended up biking across the US, hiking the Inca trail and searching for and finding the father he had never met. Don made a conscious decision to create a better story from the life he was living. The basic structure for a good story has a character who wants something and overcomes conflict to get it. He took a look at what he wanted and then went for it!
This book made me think of my own life. While I have some pretty cool chapters in my story — travel, learning how to sail, driving a race car, going 139 mph in a jet boat, owning a business and being with my grandfather when he died. I
look at my life now. What am I NOT doing? What scares me? How have I let obligations and expectations neglect my story? It’s not about making things up to talk about, or doing things because they “sound” good, heck you
don’t have to hike the Inca trail unless you want to… but we should always strive to consciously live an enriched, authentic life.I think it works the same way with business. The CEO needs to be mindful of the story that is being told about their company. That story changes over time, so being aware of your story, or brand, and what it is saying about your business is critical. There is a great line in the book, “…a story is based on what people think is important, so when we live a story, we are telling people what we think is important.” Your brand tells the story of what your company thinks is important. Is that service, innovation, philanthropy? Take a look at your brand story, is it reflecting who you are? Have you lost sight of what’s important, what makes your company distinct?
We can help. With two Certified Brand Strategists on staff, we can help your company look inward and review your story. Maybe the brand story that’s being told should change, to reflect the direction the company is taking… Give us a call-and let us help tell your story.
