Category: Marketing

Why You Should Give Selfishly, And Be OK With It

10/30/2017
 

We would like to think that we're all altruistic people. That when we donate to a worthy cause, we're doing it for nothing more than our desire to support that cause.

This is, very often, not the case. We give because NPR will send us a sweet tote bag we can show off at our next poetry reading. We give for tax deductions. We give for personal experiences. We give for recognition. We give to cultivate personal experiences and connections. We give to have buildings named after us. We give for that warm fuzzy feeling. And sometimes, we give for the sake of marketing.

And, that's OK.

In his latest piece in CSQ, Echo-Factory CEO Mike Schaffer talks about the value of cause marketing to both your company and the philanthropic organizations you partner with.

Sure, giving with the expectation of getting something back for your brand may seem callous, but in truth, it can be a win for your brand, and a win for your charitable partner.

Read the article to find out how.

Social Media: You’re Doing It Wrong

09/08/2017
Social Media

There is no such thing as having the right formula for social media success. More often than not, it’s all about trial and error. If one idea doesn’t get you the results you want, then you move on and keep trying until you find what works for you.

There are, however, a few things businesses are doing that simply should not be done. It’s social media chaos! Every business needs to understand that social media is a lot of work. What you put in is what you get out.

We could give you a long chore list of everything you should do to improve your social media plan, but in the interest of time, check out the top three things we’ve seen businesses doing wrong time and again:

1. Lack of Engagement

Your customers are better off talking to a wall. Your business is on social media for a reason: to engage and interact with customers online. Yes, social media is a great way to increase your online presence, but interacting with your customers by answering their questions, commenting and liking posts, etc.is very important to show your followers that you value their opinions and appreciate their business. Don’t forget that social media platforms were designed for a two-way conversation. Simply posting on your accounts and walking away won’t work. If you want real engagement, interacting with your fans is the key (check out the Tarnish the Store example below).

Photo Credit: SproutSocial

2. Everywhere at Once

We all wish we could be in more than one place at once. But unless you have Hermione Granger’s Time-Turner necklace, it’s not going to happen. And that includes social media. You have to really know your customers and understand how they spend their time online. Each social media platform is dominated by specific demographics. If you know that your audience is on Facebook more than Twitter, then focus your time and energy on Facebook. Don’t try to be on every single platform out there. You’ll exhaust your resources and, eventually, yourself. Be smart and go where your customers are.

3. Buying All Your Likes

Getting those organic likes and retweets can be difficult, so you decided to buy your post likes and followers. Now you have more than 10,000 followers and 3,000 “fans” liked your post. That may look great, but it can hurt you in the long run. None of the people who liked your account are really there for the right reasons. They’re ghost accounts and have no genuine interest in your business. Eventually, these “fans” or “followers” will hit unlike and unfollow. It’s always better to have a small number of organic followers than it is to have paid followers that have no interest in your brand at all. There’s no secret formula for social media success, but there are a few things you should avoid. Social media is a great tool to increase your online presence and to connect with your customers. It’s meant to be fun and exciting, so don’t shy away from trying different things. Sometimes you discover the best things when you make mistakes.

Want more social media advice? Check out our blog:

Social Media Is Key, Especially If You Want Nuggs

You Have the Meats, and My Heart: How Arby’s Marketing Wins Over Vegetarians & Millennials

Top 10 Takeaways from Our Social Media Marketing Expert Panel

Social Media Is Key, Especially If You Want Nuggs

04/26/2017

As marketing professionals, we know that social media is important for reaching and engaging with your customers. It’s free and hardly takes any time, right? This is what @Wendys thought before they met Carter Wilkerson (@carterjwm), your average high school teenager just wanting his nuggets.

Wendy’s had a way with talking, or tweeting, with its customers. No other chain was doing things like this juicy hamburger-maker.

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You Have the Meats, and My Heart: How Arby’s Marketing Wins Over Vegetarians & Millennials

04/18/2017

Arby's: We Have the Millennials

There’s nothing I love more than criticizing other people’s work. So it only seems fair that when someone in the industry does something I  love, they get called out as well.

Arby’s, I love what you’re doing.

Let me give some context here. I was raised a vegetarian. I like animals. I try to avoid eating them. I have literally never set foot in an Arby’s.

I should, by all rights, be deeply offended by commercials like this one.

But I’m not. Even though I eat at least two salads a day, don’t hunt and have ethical concerns about meat-eating. I love this commercial. I love the whole campaign.

(more…)

Using Trigger Systems to Avoid PR Nightmares

04/11/2017

 

In the latest issue of CSQ, our very own Mike Schaffer writes about how you can use trigger systems to avoid PR nightmares.

In case you’re not familiar with trigger systems (which are kind of our new favorite thing), let’s catch you up. A trigger-system is a planned group of marketing activities that support a business event.

Let’s make that even simpler. Say your company makes widgets. You release a few new widget designs per year. If you were working with Echo-Factory (because obviously, we’re leaders in the widget-marketing field), we’d set up a trigger system, so that every time you were close to releasing a new widget, that’d trigger a series of marketing projects, like creating a new product page on your website for the new widget, and press releases, and social media announcements, etc. etc. etc. (more…)

Build, Maintain and Protect Credibility with Marketing Trigger Systems

03/01/2017
Marketing Trigger Systems Announcement Protocol   Building, maintaining and protecting credibility is critical for all companies, but even more so for newly established companies – particularly in B2B, new tech and new sectors. These days, startups are not only developing innovative products and services, they’re working in brand new industries, where shared knowledge is minimal, skepticism is high and history is counted in months rather than years. The road can be incredibly tough for these types of companies to expand operations, build new customer bases and attract either investors or offers of acquisition. This is because new entities – no matter how exemplary they are – don’t have the benefit of time and reputation to help establish that baseline trust so often required for inking a deal. (more…)

What about Men

02/07/2017
 

I was watching a completely factual documentary about Portland, Oregon the other night, and came across an inspiring song, dedicated to the struggles that men face in this country.

  It reminded me of several very important facts:  
  1. Echo-Factory is hosting a “Women in Technology” roundtable next week.
  2. About 90% of the people who have registered so far are women.
  3. Women already have about a 35% advantage in leading tech companies over men.
  4. If we (and by “we” I mean men) don’t show up and discover their secrets, that gap can only grow!!!!
  So, I urge you, my fellow men, to RSVP immediately.  Only by engaging with women in technology leadership positions will we be able to learn their secrets, and hopefully one day steal their powers of tech company growth and success.
women in tech                  

Women in Technology, The Latest Silver Bullet

Wed, February 22, 2017
8:00 AM – 9:30 AM PST
 
Apple 3rd Street Promenade
1415 3rd Street Promenade
Santa Monica, CA 90401
RSVP Here

Harness Fast-Moving Opportunities with a ‘Trigger System’

02/05/2017
marketing trigger system

Why A Trigger System?

Electronic information circles the globe constantly, moving almost at the speed of light. With the endless information comes a steady flow of marketing opportunities. The problem is that, because these opportunities arrive in a real-time, 24-hour cycle, the pace is so overwhelming that we miss most of our chances. To capitalize on these opportunities, it’s important to be prepared ahead of time, so you can respond in real time. (more…)