We've "scene" it all--The SceneExchange Blog

Feds to Chrysler--We're cutting your ad budget!

What does $134 million buy you? Nine weeks of advertising if you are Chrysler.

The U.S. Treasury's auto-industry task force is giving the automaker half that. Of course, the marketing people at GM are practically screaming that this move is going to wreck their brand image in the marketplace. (I'm thinking business-as-usual and a lack of innovation has more to do with their current brand image than their ads...)

Interestingly, for five days after their bankruptcy was announced people were offering super-low amounts of money for GM cars, thinking they would have to take anything. (That fallacy has since corrected itself. Can't blame a consumer for trying, though, can you?)

So what messaging is so critical for Chrysler to get out into the marketplace? right now their ad spots are all focused on "Brighter future"--so people won't worry thaqt the brands will be disappearing. Personally, I'd prefer to make up my mind about whether Jeeps are vanishing based on US Court transcripts and business reporting--not what Chrysler and their ad agency is telling me. (see my previous post about people doing their own research)

What's your take?

--Beth

Find it out yourself!

78% of consumers do their own research when considering a purchase because they don't feel they receive enough information otherwise--be it from TV ads to new articles. (survey by Penn, Schoen & Berland Associates)

What can you do to make sure that your company has information available in the right places?

• Be aware of where people are getting their information. When people conduct their own research they usually seek information in the following places: searching on the Internet, reading newspapers/magazines and talking with family and friends.
• Make sure that your information is broken into categories: shorter blocks of information for people who are skimming, detailed specs for people who are closer to making a decision and reviews/comments/feedback from users to provide credibility.
• Make sure that people can find you. Although you will never be able to appear in all the places potential customers might be searching online, you can pick sites where they might be looking and see if you can add your information. You might also want to look into geographically-based paid search such as Google.

Remember, that the tight economy is growing the research trend because people want to be very sure about how they are spending their money. People have greater trust in the information they uncover themselves than any other, so be sure to help them out.

--Beth

Digital Tools Overview--from Podcasts to Search Engine Optimization

Just for fun, I thought I'd put together an overview of several types of digital tools available for marketing. We use many of them here at Scene Genesis, so here's my .02 on everything from SEO to Blogs.

Blogs

If you are reading this, then you have some sense of what a blog can be like--think of it as a place for more informal commentary about subjects that are of interest. A blog can be a gathering-spot in cyberspace--sort of like a coffeehouse. Readers can, and are encouraged to, leave comments. In 2008, there were more than 112 million blogs tracked by Technorati. 33% of US Internet users read blogs.

They can include text, photos, audio and video. If you hope to begin blogging, here are a few tips:

• Commit to a posting schedule
• Write with personality--you can let opinion and individuality shine on your blog
• Build a following by linking to other blogs and posting there

Social Networks
Social networks allow users to construct a profile and connect with family, friends, co-workers and peers. They can be effective for marketing to micro-segments of customers (or potential customers). And, don't think of them just for the young, Facebook's fastest growing user segment is women ages 55+. More people use social networks and blogs than email, BTW. Bear in mind that the operative word is social--any marketing you do needs to get people talking and buzzing!

Podcasts
These are the audio or video files that can be downloaded to computers or portable media players. We do a great series aimed at information shop owners might want to hear about, Topics in Ten. Listen to a sample here. Over 17.4 million people downloaded podcasts monthly in 2008.

Search Engine Optimization

Lots of web companies will market to you based on the SEO results they can obtain for you. Simply put, if someone does a search, you want to be in the top tier of listings. SEO is the marketing and technological finesse that helps weigh things in your favor. Technically, SEO makes sure that search engines can properly index your site via keyworkds, content and links. From a marketing standpoint, it means that you are targeting specific keywords, so that your site should rank high for them.

I hope this helps give an overview of these tools and terms. Now you can toss the words around and impress everyone with your web-savvy.

--Beth

Trade Show “ROI"...Is it worth it?

For my first post, I wanted to write about a topic I was discussing with a client recently--trade shows. I am not saying that I am an expert on them, but I have attended well over 100 shows over the past decade. I've been part of small CPCU vendor fairs all the way to the elaborate CES and RIMS expos.

  One current and consistent theme among all of them is that a $5.00 20 gallon waste paper bucket still cost about $20.00 a day, and a $25.00 chair is still around $50.00 to rent. With today’s economic struggles, it is difficult to justify many of these shows because of the obvious cost as well as current attendance.

There are many shows to review each year to try and decide which ones will be the most beneficial when you weigh cost versus business. Certain shows attendance is necessary only to keep current with current customer base and not to be outdone by your competitor. Other shows are more viable for gaining new leads and contacts in the hope it will all add up to more business. I have been in the insurance claim servicing side for over 20 years and there were years where firms I worked for would do close to 40+ shows a year...with an average cost well in excess of $10K. This does not include staffing for the show, flights/hotels/food and entertainment…add another 10K for that. 

In better economic times the number and cost of these shows was irrelevant as long as it produced quality leads and kept us current with our market share. Everything is dependent however on the amount of quality prospects that attend these shows. Today companies are sending fewer representatives to these trade shows or not even attending them at all. What does that mean for the vendors that are shelling out $10K Plus each and every time? It means they are taking a hard look at whether to attend at all.

Companies are turning to alternative and creative means to get their products and services recognized, often turning their backs on trade shows. Many of these are Internet-based and very inexpensive--and you are able to specifically reach your target audience. According to Trade Show Week (3/23/09) “Not only is attendance dropping at some of the country’s largest shows, but also the number of exhibiting companies is diminished--some for economic reasons, others because of new company strategies.”

With this said, I do not foresee the demise of trade shows, instead I think it's the beginning of a new corporate culture concerning these shows. Instead of just saying yes/no to participate in certain shows, more homework will need to be done on what shows truly bring the best results. Same old, same old doesn't cut it.

Trade shows will always have a place in the business world, but the shows themselves need to do their part to make it more affordable. The shows that change and react to the times will do very well.  Those that do not will continue to see declines in attendance. I personally would like to see a few chairs and a trash can be included with every exhibit space from now on…think of it as a trade show stimulus package!

--Joe

A round up of promo ideas from the big guns

I subscribe to an email newsletter from Promo Magazine that gives promo highlights a couple of times a week. We don't see many of them here, in Upstate, as we are not a first-tier media market. However, there are always stunts happening in NYC. Just for fun, I thought it would be interesting to highlight what came in my morning inbox. The stories Promo covered highlights what happens when you have a bit of a budget to carry out all sorts of ideas. See what ones benefit the end consumer most...here we go:

1. Disney is releasing its first feature-length film from their Disneynature documentary label. During the film's first week of release, they will plant a tree for each ticket sold. Summary: You buy a ticket, they plant a tree.

2. Nickelodeon is celebrating ten years of Spongebob by creating "pop up stores" within Walmarts. They are called the "Happy Place" and are packed with Spongebob merchandise. Summary: Go to your happy place and spend money on your kids.

3. Proctor and Gamble (maker of Charmin TP) is backing a web site that helps people find clean public restrooms anywhere on the planet. The site is called sitorsquat. Summary: Who can live without this?

What are some of the types of promos you see around you? Which of these is your favorite? Would any of them make you think more positively about their products?

--BEth

Repair Your Logo--Shop Contest

Shops of all sizes are invited to enter the SceneExchange Repair Your Logo makeover contest, and entrants have until April 1, 2009 to submit their shop name, contact information, and reason why they should receive a logo makeover via email at [email protected]. The winning logo, valued at $3,000, will be revealed in Spring 2009.

“We work with shops all the time – and 98 percent of them feel they never have enough money to put toward marketing. This is a chance for the winning business to build their brand without shelling out the money themselves,” says our own Chrisa Hickey, director of product management, Scene Genesis. “A strong shop logo enhances the crucial first impression of your business. It also establishes a brand identity and provides a professional look – SceneExchange is all about marketing your shop to new potential customers, so offering a logo makeover is a natural fit.”

Also, here are the three main considerations to keep in mind when creating a company logo:

• Who are your best target customers? What is visually appealing and meaningful to them?

• What is the strategic position your company wants to establish in the minds of customers in your marketplace?

• How do you want your logo to differentiate you from your competition?

We hope you'll enter! Or if your logo is in great shape, tell your fellow shops to enter!

--Beth

Marketing: What's Your Company's Story?

Storytelling Is a Powerful Marketing Tool

We all remember favorite stories--from the ones that made us laugh to the ones that taught us lessons. Stories are persuasive; they represent a form of communication that is fundamental to humans. (Cave drawings are a good case-in-point) Now, you may think to yourself, "Business is rational, stories are emotional"--shouldn't I focus on hard facts? Neurological research has proven that the majority of our rational decisions are driven by our emotions. Telling a story is a form of communication that can capture imagination, connect at a deeply emotional level and subconsciously lead to behaviors that we desire.

If your story can break through the everyday messaging that consumers tend to tune out, they will take notice. In fact, they will become intrigued. Isn't that what we all want? Customers trying to lean more about our business? By telling your story--and telling it consistently--you will build the emotional connections.

How can you find your "one story"? It takes research and consistency. Use your stories wisely, they are among the best marketing tools you have.

--Beth

Pyschology and its good friend, marketing

New vehicle sales fell last month (37%-ouch!), but Hyundai's marketshare has doubled. How have they been able to generate sales when prospective car buyers are reluctant to make any moves right now?

There have been several attempts to get buyers into dealerships recently (GM's and Toyota's zero percent financing and GM's offer to lock in gas prices at $1.99). But, they haven't been working. People are afraid to make a large purchase such as a new vehicle.

Yet Hyundai has created a novel deal that is a direct psychological play. Here's what their deal is: if you buy a Hyundai and lose your job, you can return the car. Simple and direct. Since our economy is so uncertain right now, their idea taps into a prominent psychological component. By removing that fear from the equation, customers are drawn in. (and, obviously, buying)

What can you do in your business to create an offer that helps remove fear? Just a little something to think about.

--Beth

Strategies for beating the downturn--from all types of busineses

Here is just a sampling of what various businesses are doing to help themselves right now.

1. The Artist--Damien Hirst (he created a diamond encrusted skull that gained reams of publicity and sold for $150 million) is making pieces for $5.00 and selling them at two stores that he opened. In case you are wondering, the $5.00 object is a keychain. You can also get a poster of the $150 million dollar skull for only thirty bucks.

2. The Tech Firm--Intel

How does a company go from the smart branding of "Intel Inside" to laying off thousands (announced a few weeks ago) to staking their future on massive R&D spending? By making a smart move that plays into its company story by banking on innovation to propel its fortunes.

They will be investing $7 billion in new manufacturing facilities to support their next-generation chips--code name Westmere. This will allow them to bring technology to market even sooner.

3. The College--The Sheffield College (in the UK)

This school has developed an "action plan" to help support those who have been laid off. It includes special 10 week trainings, a part-time training program that guarantees a job to all who complete the courses and the creation of a one stop advice shop. Sheffield is a vocational school--the largest in its city.

What can be gleaned from these examples?

1. The artist--seek to understand trends and price points.

2. The tech company--committing to a strong vision of your company's future pays big dividends. And investing in your company is a good idea too--especially if your competition is cutting back.

3. The College--Tailor your product to the needs of your customers.

What strategies will your company use in tough times?

--Beth

Online Communities Article (web exclusive) for Claims Magazine

If you receive Claims Magazine's e-News, the top story is from none other than our own Chrisa Hickey. If you are into auto claims and online communities, this is the story for you (in fact, even if you just want to learn more about online communities, you'll come away better informed).

Let us know what you think of the article.

Follow this link to read it.

--Beth