#003 - How to Market During a Crisis: 4 Expert Tips You Can Apply Today
21m
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Create Your Edge: A Marketing Podcast
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On this episode we have some simple advice from two digital marketing experts that can help you navigate the digital marketing landscape during turbulent times.
This Day in Marketing History -
Today is April 14th:
In 1894 the first public kinetoscope parlor opened in New York City. The kinetoscope was one of the earliest motion picture exhibition devices. One person at a time would walk up to the machine, which was roughly the size of a mailbox, look through a peephole in the top of the box, and view a short film played within.
Thomas Edison was one of the pioneers of kinetoscope technology, and he would quickly added sound to the device with a phonograph creative the “Kinetophone”. But the popularity of the kinetoscope wouldn’t last long as film projection that allowed for entire rooms full of people to view a film became more and more popular.
Introduction to guest and topic - Let’s fast forward from the dawn of the motion picture in 1894 to 2020 and the constantly evolving world of social media marketing. On today’s episode I’m joined by our director of digital strategy Cody Lunsford and Digital Marketing Strategist Myles Murphy. Cody and Myles welcome to Create Your Edge.
Main discussion (How to Market During a Crisis: 4 Expert Tips You Can Apply Today)
1. Digital attention is at an all-time high
- social media usage is surging, which also means available impressions is also increasing
- Obviously, do what’s best for your business, but those who can afford to keep their campaigns running for the next 30, 60, 90 days will be doing so in a more favorable market for attention.
2. Many of your competitors are pausing their campaigns
- Analysts are predicting that Facebook's ad revenue, based on the current situation, will decline by 19% for the year, or around $15.7 billion in total. You can see that from two perspectives: “oh man, I better stop advertising since everyone else is” or “That's a lot of potential competition that won't be competing for our shared audience.”
- We aren’t saying every business needs to go “full throttle” with their marketing, but you also don’t want to go fully silent with your marketing either.
- Every business is different, for example we just met with a local physical therapy client and even though they can’t meet with patients in person, their focus is on the clients they have now and one way they are staying current is by sending handwritten letters to all past and current patients, and the owner has made it a challenge for his team to try and make like 1,000 calls to past/current patients to check in on them.
3. Brand awareness is a low-cost objective
- geared towards generating as many impressions as possible among your target audience in the hopes of generating greater brand recall.
- Facebook measures this by asking those who were served the ad if they remember seeing it two days after being served.
- Even if you aren’t hard selling your product or service, you are still building an audience and gaining data insights that you can use once everything is back to normal again. Examples: video views campaign, brand awareness objective, website traffic campaigns with the pixel tracking, these can all be used now in the short term, that have huge long term benefits.
4. You have the opportunity to serve people now, and win business later
- By just changing your message now in the short term, that can help you win the trust and admiration of your customers/clients in the long term.
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Introduction -
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In just a minute we’ll be discussing the customer journey , but first we’re going to take a quick trip to the past for This Week in Media History.
This Week in Media History
On August 3, 1977 Radio Shack unveiled the TRS-80 personal computer, which with the Apple and Commodore would form the “1977 Trinity” of mass-produced and mass-marketed home computers.
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Main Discussion -
What is a customer journey?
Overall definition of customer journey -
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Awareness: grab a consumer’s attention to attract them toward your product or service
- How many times have you seen an ad on Facebook that made you think “I need that.” Even though that was the first time you’d ever seen or thought about that product?
- How many times have you seen an ad on Facebook that made you think “I need that.” Even though that was the first time you’d ever seen or thought about that product?
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Findability: the businesses who win are the ones that are the most findable
- Most people aren’t as impulsive as advertisers want them to be. Customers will most likely sleep between now and the time they see your ad. You need to be there when they come back around. We live in a world where buyers have all the power and knowledge at their fingertips. They are going to Google your product and if you’re not there, and your competitors offer a suitable alternative, you’ve just lost.
- Most people aren’t as impulsive as advertisers want them to be. Customers will most likely sleep between now and the time they see your ad. You need to be there when they come back around. We live in a world where buyers have all the power and knowledge at their fingertips. They are going to Google your product and if you’re not there, and your competitors offer a suitable alternative, you’ve just lost.
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Reputation: reviews & social media; almost 9 out of 10 people will hesitate purchasing from a company with bad reviews
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Conversion: Virtual doorway for customers to enter your business, regardless of whether or not you sell your products/services online, it’s imperative that all businesses have a website presence
- You should put just as much emphasis on your customer’s experience online as you do when they’re in-store.
- You should put just as much emphasis on your customer’s experience online as you do when they’re in-store.
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Advocacy: a raving fan from a amazing products or services, and leveraging their enthusiasm to your benefit
Outro - Thanks for joining us for another episode of Create Your Edge! Until next time, remember to get out of the damn box and go be extraordinary.
Create Your Edge is a production of Creative Edge Inc., a full-service marketing company headquartered in Cape Girardeau, Missouri. Remember to subscribe on iTunes, Stitcher, Spotify or anywhere else you’re enjoying our show. You can also stay in touch through Facebook, Instagram, or Twitter. Just search for Creative Edge in Cape Girardeau, Missouri.
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- Name the Noise: In this segment I play a short audio clip that is related to marketing or the history of marketing in some way. It’s your job as our listeners to figure out what the sound is.
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Outro: Thanks for joining us for another episode of Create Your Edge! Come back next month when I’ll be joined by a new expert to break down another marketing topic. Until that time remember to get out of the damn box and go be extraordinary.
Create Your Edge is a production of Creative Edge Inc., a full-service marketing company headquartered in Cape Girardeau, Missouri. Remember to subscribe on Youtube, iTunes, Stitcher, Spotify or anywhere else you’re enjoying our show. You can also stay in touch through Facebook, Instagram, or Twitter. Just search for Creative Edge in Cape Girardeau, Missouri.
#006 - The Rise of Streaming TV and Eduflix
Introduction -
- Welcome to Create Your Edge: A Marketing Podcast. I'm your host Bryan Schilligo. Every month we learn about the history of marketing, take an expert-lead deep dive into an interesting new marketing topic, and have a little bit of fun.
On today's episode I’m joined by Digital Marketing Strategist Travis Grither. In a minute we’re going to be talking about the changing landscape of media and media consumption, but first…
This Week in Marketing and Media History
This week in 1896 what is believed to be the world’s first for-profit movie theater opens in New Orleans. The theatre was called Vitascope Hall after the Vitascope - an early film projector. In the hall about 400 patrons would sit and watch 10-12 short films. The price of admission? 10 cents. For an extra 10 cents the patrons could visit the projection boot and watch the Vitascope in action and for ANOTHER 10 cents they could take home a scrap piece of film. It was so popular that the price of admission quickly increased to 50 cents.
Maybe one day we’ll get a chance to go back to a movie theatre, but luckily for us media consumption has changed a little bit since 1896. Which brings us to our main discussion - The Rise of Streaming TV.
Main Discussion - The rise of streaming TV
- Cord cutters: Tired of overpaying for cable/satellite subscriptions
- Contracts force consumers into long term deals that limit their options.
- Constantly changing prices: Unexpected price jumps make traditional TV subscriptions financially problematic.
- Instant gratification society: “Appointment viewing”
- Binge-mode: Binging is how this generation consumes content. Streaming services make binge-viewing easy and enjoyable.
What is “Subscription Fatigue?"
- Subscription Fatigue: Tired of having several subscriptions
- SVOD vs AVOD: Subscription Video on Demand provides content for a subscription fee. Advertising-based Video on Demand provides free content by requiring viewers to watch ads. Both models have their uses, and both models have their downsides.
- 73% of those who stream also consume ad supported content
Eduflix Preview
Eduflix delivers engaging, on-demand content to students, parents, alumni, and more all from the comfort of their own homes.
One stop for:
Dorm tours
Campus life
Showing off your students creative content
Highlight your faculty
Feature your athletics
Highlights, interviews, etc.
Broadcast live events.
Name the Noise
Episode 5 Answer: The man speaking in that clip was Steve Sasson who invented…. The first self-contained digital camera which is what he’s talking about in that clip. Sasson invented the camera in 1975 while working for Kodak. The camera weighed 8 pounds, had a resolution of 100 x100 which is .01 megapixels (by comparison most modern digital cameras have anywhere from 6-50 with most falling in the 10-20 megapixel range.) and the process of recording a single black and white picture to the storage cassette took 23 seconds.
Product Pitch
Zeke and Travis compete to improvise the best marketing pitch for made-up products.
Outro
Thanks for joining us for another episode of Create Your Edge! Come back next month when I’ll be joined by a new expert to break down another marketing topic. Until that time remember to get out of the damn box and go be extraordinary.
Create Your Edge is a production of Creative Edge Inc.
#005 - Streaming TV Apps: The Future of Content Marketing
Introduction
- Welcome to Create Your Edge: A Marketing Podcast. I'm your host Bryan Schilligo. Every month we learn about the history of marketing, take an expert-lead deep dive into an interesting new marketing topic, and have a little bit of fun.
On today's episode I’m joined by Streaming TV specialist Jacob King. In a minute we’re going to be talking about a very exciting new tool that gives companies their very own custom streaming platform, but first...
This Week in Marketing History
Today is June 15th! This week in 1955 Tim Berners-Lee was born in London, England. Tim Berners-Lee is an engineer and computer scientist and he’s most well known for inventing the world wide web. In 1989 while working at CERN (most people are familiar with CERN thanks to their large-hadron collider which slams subatomic particles together at incredibly high speeds in an attempt to unlock the mysteries of our universe) Berners-Lee proposed a project that would combine the concept of hypertext (text displayed on a computer that hyperlinks to other text that is immediately accessible) with the internet. This idea was the genesis of the world wide web. Berners-Lee would go on to publish the very first web site on December 20, 1990.
Main Discussion (Streaming TV Apps)
What does a streaming app do?
- All of your videos in one place
- Available on Roku, Fire, Apple TV,
- Integration with the Edge to seamlessly create and distribute videos to all platforms (Streaming apps, YouTube etc)
- Similar to Netflix
Who is the app for?
- Right now we offer app building and maintenance services for churches, and real estate companies, but this is an ever expanding field and we’re planning to offer the service to many more
- If you produce video content. An app is the place to house your video content, share it with your friends, fans, and family, and offer new potential customers one place to see everything you offer.
I already offer streaming through other services. Why should I have an app?
- No ads
- No competition, Increase your market share
- Personalize the experience
- Live streaming and produced videos in one location.
- Become the go to resource in your community.
Name the Noise
It’s time for Name the Noise. In this segment I will play a short audio clip that is related to marketing or the history of marketing in some way. It’s your job as our listeners and viewers to figure out what the sound is.
Listener Questions
In future episodes we want YOUR questions! If there’s something YOU want to ask us check out our social media for upcoming show topics and submit your questions!
Product Pitch!
Jacob and Julie compete to improvise the best marketing pitch for their made-up products.
Outro
Thanks for joining us for another episode of Create Your Edge! Come back next month when I’ll be joined by a new expert to break down another marketing topic. Until that time remember to get out of the damn box and go be extraordinary.
Create Your Edge is a production of Creative Edge Inc., a full-service marketing company headquartered in Cape Girardeau, Missouri. Remember to subscribe on iTunes and Spotify or anywhere else you’re enjoying our show. You can also stay in touch through Facebook, Instagram, or Twitter. Just search for Creative Edge in Cape Girardeau, Missouri.