How to Build Trust in Brand You

Regardless of your political party affiliation or candidate preference for the USA Presidential election, I’m sure you’d agree that most voters will choose the man that they trust to be the best qualified and able to get the job done for the country.

Trust is critical to brand success and it is a dangerous deficiency for lots of brands as evidenced by the Gallup poll below.

Note that only 18% of those surveyed highly trust business executives! Building trust is a great way to differentiate your brand and bulletproof it!

The lack of brand trust is the basic reason for the success of customer/brand review brands such as Angie’s List, Consumer Reports, TripAdvisor, Yelp and more!

Gallup’s 2011 Trust Poll

Here for 15 ways you can start to build more trust in your brand today

  1. Be authentic, real, open, honest, kind and considerate
  2. Be consistent, competent, capable and deliver results
  3. Have integrity – do the right ethical things regardless of the consequences – even when no one else is watching
  4. Keep your promises – keep your word – walk your talk – honor your commitments – follow through – be on time
  5. Honor people in their absence – don’t talk behind backs or gossip
  6. Keep confidential things confidential
  7. Communicate your vision, values and expectations as clearly and fully as possible, but be open minded and flexible to change
  8. Create win/win shared goals with your customers and team
  9. Be present with people – actively listen to them
  10. Play no favorites – treat everyone special
  11. Criticize actions not the people – don’t judge
  12. Be understanding, compassionate and forgive and forget mistakes
  13. If you fail or make a mistake, admit to it and fix it, then fix the process and move on
  14. Own problems and take steps to fix them – don’t hide – be visible – be reachable
  15. Be generous and give without any strings attached
In short, keep your word and ‘show and tell’ – provide proof – ust like you did in Kindergarten to get the teacher and kids to like you and your ‘Show and Tell’ presentation!
Share

How to Build Brand Likeability

There are quite a few marketing lessons you can learn from the USA Presidential election race.For example, how to improve your ‘likeability’ can get you elected and/or have someone repeatedly buy from you.

Likeability is defined as, ‘The property that makes a person or brand likeable, that allows them to be liked.’

Trust and proof that you can deliver on your promises is #1, but all things being equal – especially when you compete in an industry with lots of alternatives – likeability is a key for brands to breakthrough the clutter.

Here are 10 ways to improve your likeability factor

  1. Be nice, kind and considerate
  2. Be giving and help others selflessly
  3. Be happy, positive and optimistic
  4. Be complimentary
  5. Be passionate and have empathy
  6. Be humble
  7. Actively listen
  8. Have good manners,
  9. Control your emotions
  10. Follow the ‘Golden Rule’
Share

60 Free Local Business Online Directories

A great profitable step to take on your way to total local market domination is to take advantage of all of the FREE and EASY ways to help customers find you.

Forget the old days of advertising in the Yellow Pages with a ‘big ad is better’ mentality. If you’re still a believer in that strategy, you’re just going to lose your hard earned money – maybe even your business – a little bit faster.

As a local business – small or large – attracting new customers will always be a challenge so you need to work hard to keep your name profitably visible.

For the majority of people today, opening up a local Yellow Pages book to find a business is an outdated, antiquated – if not non-existent – method for of search!

Today, we simply Google to find your business – and you better be there at the top of the page!

Today, there’s a great, free and easy way for local businesses to get found on the Web and that is, by completing their profiles in online directories  and claiming their turf. And, it seems these directories continue to pop up online.

It’s pretty simple to add a listing, but if you’re only listing with Google – as powerful as it is – you’re missing out on lots of opportunities to get found by people who are interested NOW in what you’re selling.

Did you know that 82% of local internet searches follow-up offline with an in-store visit, phone call or purchase? Well, it’s true.  In fact, check out this Local Web Infographic for more insights.

Every online directory you submit your Business to gives you one more chance to step up to the plate and hit a home run with your customers.

Over the past few year or so, we’ve come across over 60 free online directories to date (see below), and wish you much success in using the list to help you get found.  If you come across any others, please let us know so we can add to our list.

60 A to Z and Free Local Business Online Directories

AOL Patch SitesAmerican TownsAxciomBest Deals onBest of the Web
BingBizJournals.comBiznikBrownbookChoiceVendor.com (TBD – bought by LinkedIn)
CitySearchCitySlickCitySquaresCityVoterDex
Discover our TownFoursquareGenieknowsGoogle PlacesHopStop
HotfrogInfignosInfoUSAJudysbookJustclicklocal
 Kudzu LinkedInLocal.comLocalCompanySearchLocalEze
Localndex.comLocal Pages Local Site SubmitMagic YellowMapquest
 Manta MatchPoint Merchant CircleMetrobotMojoPages
 MyhuckleberryNavteq GPSOutside.inRelyLocalShowMeLocal
Supermedia
(Yellow Pages)
TeleAtlasThinkLocalTopixTwibs
UsCity.netUSYellowPagesWhitepagesYahoo!Yellowassistance
 YellowbookYellowbotYellowPages.comYelpZiplocal
ZipwebTravelocity*UrbanSpoon**Note:HospitalityAngies List – Service Providers

Here are three final key points.

First, to see where you rank now, go to this GetListed.Org link.

Second, you might get tired filling in all of these online directory forms, so check out Firefox’s Auto-Fill add-on link to help save you some time.

Third, if you still don’t have the time to complete online directories for your business/es and keep them up-to-date,  check out companies like BrandMill or others such as Yext.Com who will charge you a small fee to keep you updated in online directories.

Good luck in getting found more often!

Share

The Marketing Man Who Hates Advertising

The headline in this post comes from a comment that great client and friend of ours said about me a few years ago.

And, he’s repeated it to me on a few other occasions too.

He said, “As someone who’s been in marketing as long as you, why do you hate advertising so much?”

I answered – and continue to defend myself – that it’s not that I hate advertising, it’s just that I hate bad advertising that’s created to try extort people into believing in or buying unremarkable products and services.

It simply doesn’t work. And, it gives my profession a bad name.

Remember…if you put perfume on a pig…it’s still a pig!

The facts support my argument that there has been a crisis going on in mass media for years and most advertisers simply continue to do the same sad things over and over again.  That is, they spend too much money on TV advertising when they should invest those dollars in creating remarkable high-value products and services.

For example consider these facts*:

  • Only 14% of people trust advertising
  • Only 18% of television commercials achieve a positive return on investment
  • The average ROI is just 54 cents per every dollar spent on TV ads

Now, let’s talk about the biggest joke and general waste of advertising dollars – the Super Bowl.

Just another advertising effort that gives my profession a bad name.

I dread tomorrow listening to all of the so-called Advertising experts and pundits on the national news and talk shows discussing which ad was ‘cute and funny.”  Ugh!

For years, I’ve said that advertising on the Super Bowl is a waste of money. It still is a waste.

Back in 2008, E-Trade premiered commercials during Super Bowl XLII featuring a talking baby (the now infamous E-Trade Baby) in front of a Webcam pontificating about investing and finance in an adult voice. The campaign continued into the Super Bowl XLIII piling on with communications on other channels such Facebook, Twitter and YouTube.

And, it continues to this day. Why?

It has to be because it’s ‘cute and funny‘ because it hasn’t done anything to build sales and/or turn around its stock price.

For proof, check out this screen capture I took last night comparing the Dow Jones average (blue)  vs. Schwab (green) and E-Trade (red).  Still laughing?

Now back in 2008, I predicted that the E-Trade baby would rock in advertising recall and likeability and I was proven right. The 2008 E-Trade baby Super Bowl ad campaign earned high marks of 7th most liked, 3rd and 8th most recalled.

However, after the premiere of the E-Trade Baby campaign, I cautioned clients that now that the seed is planted, the E-Trade brand needs to ‘show and tell’ how it has helped real people more effectively perform with personal investing.  They would need to show proof! And, to this day I say, “Where’s the proof?”

There is none and that’s one big reason why their stock is performing poorly vs. other averages. The E-Trade marketing folks must be getting away with this charade by saying, “But, look at our Ad recall numbers! Look at how many golfers know the word ‘shankapotomus.‘ 

To that rationale, I say, “Who cares!”

We do a ton of hospitality work. And, I bet you that we’d drive huge recall numbers by putting a dead body in the front window of any one of our restaurants with a banner stating, “People are dying to dine here!” I’d also bet that sales would rapidly fall.

There’s an old saying that, ‘The only person who likes change is a wet baby.’

I agree and also agree that the E-Trade campaign (and possibly product/service too) needs to be changed if it ever hopes to have happy investors.

Enjoy the game and make efficient use of your day today by getting a something to eat or drink or go to the bathroom during the commercial breaks.

*Source: Justin Kirby & Paul Marsden (2006).  Connected marketing.  Oxford, UK:  Butterworth-Heinemann. xix

Share

Be Wary of Vulgar Marketing

Back in December of 2009, Nicorette launched a $15 million integrated marketing campaign complete with a fictitious ‘Suckometer’ around the bold statement that, Nicorette makes quitting smoking suck less. In addition, it was the GlaxoSmithKline brand’s first foray into social media.

Nicorette Makes Quitting Suck Less Campaign

As a quick backgrounder, here are a few select statements from the Nicorette Website.

There’s no way around it, quitting sucks. In fact, it’s one of the hardest things you’ll do in life. That’s why quitting can be a challenge. To be successful, you need to overcome both your physical addiction to nicotine and your psychological addiction — the urge to repeat the same smoking routines every day, like smoking in the car and after meals. …Sure, quitting will always suck, but Nicorette makes quitting suck less.

Does Vulgar Marketing Work?

When the campaign launched, I thought it was a cheap, vulgar marketing effort and still do. The campaign is still running so, I wanted to see if it’s working. In short, I’m not exactly sure how the campaign is doing, but here are a few things I discovered.

There was a HCD Research/Mediacurves survey conducted in 2010 among 300 viewers of a new Nicorette gum ad and showed that nearly half of smokers (49%) were more likely to try to quit smoking after viewing the ad.  The majority of viewers (80%) felt the ad was extremely or somewhat effective, and more than one-third of smokers (34%) said that they would be more likely to use Nicorette gum to help them quit their smoking addiction.

The numbers are fine, but we all know that people don’t always do what they say they’re going to do. So, I’m not convinced of the strategy.

Does Nicotine Replacement Gum Work?

I’m not sure if the gum works, but I’d bet that they sold a ton of it. The thing is, even if you sell a ton of product, if it doesn’t work, what does that say about you and your brand long term? Without brand trust and integrity based on a positive experience what does the future hold for your brand?

This eHow article reports that…‘normally, there is only a 5 percent success rate of smokers quitting their habit for a full year (without the use of replacement products), which makes the success rate of Nicorette Gum between 7 and 8 percent. Not the best odds. …Of the top five “quit smoking methods,” not a single nicotine replacement gum made the list, including Nicorette Gum.’

Great Products Lead to Positive Word of Mouth Advertising

After 1.5 years and spending $15 million, Nicorette’s own Website only has one success story! Are you kidding me? If Nicorette Gum is such a great product, why aren’t there a ton of people in TV ads, on YouTube and Facebook raving about the product?

I’m always a bit leery of brands that spend a ton of money on marketing (and vulgar, uncivil advertising to boot) because let’s face it, if the product was so great, people would be spreading the word on their own. My advice would have been to take the $15 million and build a better product or service – one that truly works and adds value – customers will come, rave about you and spread your good word.

P.S.: Full disclosure: I’m in my late 40s, a nonsmoker and far from being a prude, however I am offended, not impressed or motivated to purchase by cheap, vulgar, uncivil and classless marketing. And, I firmly believe that if in fact Nicorette’s product is a super terrific one, they would have sold as much if not more product with raving customers who quit smoking once and for all. Net…they wouldn’t have had to ‘go there.’ Nor should you…ever!

Share

100 Social Media Marketing Listening Tools

My father told me many times when I was young that God game me two ears and one mouth for a reason…to listen! In my early days in marketing, while doing marketing research, I came across a great quote from Frederick the Great, “I can excuse being defeated but never being surprised.” And, I agree with him too. For, in this day and age of the Internet and social media there is so much free and easy information at your fingertips that it’s inexcusable for being surprised much less shocked about anything.

However the tough thing with information for me and so many others these days is organizing it into actionable data.

Here is a list of more than 100 listening and learning tools we’ve organized for our firm and use for reference. So much these days is made about content creation and publishing in social media – which I agree with – however, not enough effort is made about tools to speed up your research efforts with brand listening and competitive intelligence tools.

I hope this post helps you become a better marketer and feel free to use and add to the list because it’s certainly not exhaustive. And, remember one final quote:

When you take information from one competitor it’s called stealing.
When you take information from more than two competitors it’s called research.
Anonymous

Here’s our list of 100 Social Media Listening and Learning Tools

  1. 123People. 123people searches for people related information publicly available on the Internet. Through its proprietary search algorithm, 123People helps you tfind name related information consisting of images, videos, phone numbers, email addresses, social networking and Wikipedia profiles and more for free.
  2. 48ers. This free search engine searches conversations through different social networks, including Facebook, Twitter and more to uncover what people are saying about topics and brands.
  3. Addictomatic. Addictomatic searches the best LIVE sites on the web for the latest news, blog posts, videos and images. Keeping up with the hottest topics.
  4. Alltop. Guy Kawasaki’s Alltop is the “online magazine rack” of the web. We love it.
  5. Alterian SM2. A business intelligence product that allows you to access customer thoughts and opinions. You can find data from social media channels to monitor your brand on blogs, message boards/forums, microblogs, wikis, video/photosharing, social networks, classified sites, and review sites.
  6. Backtype. Helps brands measure their social engagement.
  7. Bing. A free web search engine from Microsoft that finds and organizes the answers you need so you can make faster, more informed decisions.
  8. Blog Perfume. Provides WordPress users both free and paid for resources including all the useful WordPress themes, plugins, and blogging resources for pro-bloggers.
  9. BlogPulse. Free search engine for Blogs that also discovers trends on daily activity in the blogosphere
  10. BoardReader. Free search engine that allows users to search for keywords in posts and titles of online forums and search multiple message boards simultaneously.
  11. BoardTracker. Forum search engine, message tracking and instant alerts system, provides relevant info quickly and efficiently while ensuring you never miss an important forum thread no matter where or when it is posted.
  12. Cision (CisionPoint). CisionPoint is a PR and media solutions, technologies and services offering powered by the world’s largest media database. With CisionPoint, you get the ability to plan your campaign, connect with your audience, monitor your coverage, and analyze your results, all from one place.
  13. coComment. coComment is a service for managing, powering and researching conversations online. You can keep track of your comments across any site, share them with friends, and get notified when you get a response
  14. Commentful. A service that watches comments/follow-ups on Blog posts, Digg submissions, Flickr pictures and other types of content. Whenever there is an update, such as a new follow-up or comment, Commentful notifies you instantly.
  15. Co.mments. Co.mments helps you stay on top of the conversation by keeping you updated of new comments. Just bookmark, track and follow.
  16. Comment Sniper. Comment Sniper automatically checks leading Blogs within your industry in real-time & notifies the moment a new post has been made. This allows you to get the first mover advantage on comment posting, for more targeted Website visitors and better link popularity.
  17. Compete Site ProfileTM. Provides Website traffic history and competitive analytics; a list of available promotional codes across thousands of online retailers; and site-specific trust scores based on up-to-the-minute data from Compete and third party security services.
  18. Compete Search AnalyticsTM. Paid for platform that uses tools that help optimize search marketing campaigns, create brand awareness, drive site traffic and increase sales.
  19. Compete Referral AnalyticsTM. Paid for platform that provides powerful traffic referral and destination data that you can use to drive online marketing effectiveness.
  20. Compete Ranked ListsTM. Paid for platform that provides lists of the most popular sites across the Internet, ranked by any metric available on Compete.com.
  21. Compete BlogTM. Free access platform highlighting how people are use the Internet and where interesting, useful sites can be found.
  22. Compete Category ProfileTM. Available exclusively to Compete PRO Enterprise customers, Compete Category Profiles combine the best data in the industry with powerful exploratory and research tools that enable you to discover, take action, and measure marketing performance across the online landscape.
  23. Copernic Tracker. Copernic Tracker automatically looks for new content on Web pages, as often as you like. When a change is detected, its Website tracking software can notify you by sending an email, including a copy of the Web page with the changes highlighted, or by displaying a desktop alert.
  24. Cotweet. CoTweet is a comprehensive Web-based social media engagement, management and reporting solution that helps companies of all sizes engage, track and analyze conversations about their brands across the most popular and influential social communities today, Twitter and Facebook.
  25. Crimson Hexigon. A social media monitoring and analysis service that helps uncover consumer opinions and insights about brands, products, industry, competitors and more.
  26. Crowdbooster. Provides online influence analytics that aren’t based on numbers connected to your business and your social media strategies: impressions, total reach, engagement, and more. Also includes tools and recommendations needed to take action and improve each one of these metrics.
  27. Delicious. Delicious is a Social Bookmarking service, which means you can save all your bookmarks online, share them with other people, and see what other people are bookmarking. It also means that you can see the most popular bookmarks being saved right now across many areas of interest. In addition, the search and tagging tools help you keep track of your entire bookmark collection.
  28. Delver. Delver is an intelligent social search engine that enables you to find, experience and benefit from the wealth of information created and referenced by your social world. The search engine allows you to discover and benefit from the collective wisdom of your friends, friends of friends, and people whose knowledge and value you admire. People around you are increasingly creating and sharing useful content online through: blogs, videos, reviews, articles, websites, music… and the list is only growing.
  29. Digg. Digg is a place for people to discover and share content from anywhere on the Web. Digg surfaces the best stuff as voted on by its community. They provide tools for the community to discover content, discuss the topics that they’re passionate about, connect with like-minded people, and make new friends.
  30. Empire Avenue – The ‘Social Stock Market.” Empire Avenue is a social networking game that allows you to connect with individuals based on “value relationships”. It’s a great way to get your brand in front of new, engaged audiences and connect with relevant customers in a fun environment across 150+ countries.
  31. Facebook Search. A useful search tool for the Facebook social network powered by the Facebook Open Graph API and returns data that is publicly available. Users can search across posts, photos, people, pages, groups and events without the need to login or have a Facebook account.
  32. FeedCompare. A tool to compare the numbers of subscribers to a Blog with other Blogs. This feed comparison application lets you compare up to four feeds at a time and presents the results with a nice flash chart interface. You can also do comparisons based upon different periods of time. Free service for comparing Feedburner feed subscribers.
  33. Feedky. A tool that constantly scans popular video networks like YouTube, DailyMotion, Metacafe, Vpod, Google Video, Flickr, etc. looking for the new videos matching the tags you enter as interests.
  34. FourWhere. Helps you find comments, tips for venues left by Foursquare, Gowalla and Yelp users. FourWhere automatically retrieves and aggregates user comments and visualizes them on the map.
  35. Google Alerts. Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.
  36. Google Blogsearch. Google Blogsearch a useful search tool that focuses specifically on finding and returning information from millions of feed-enabled Blogs.
  37. Google Insights. Compare search volume patterns across specific regions, categories, time frames and properties.
  38. Google News. Google News is an automated news aggregator provided by Google Inc. The service covers news articles appearing within the past 30 days on various news Websites.
  39. Google Reader. Google Reader lets you subscribe to your favorite Websites so new content comes to you when it’s posted. Reader keeps track of which things you’ve read so that you only see unread items when you come back.
  40. Google Realtime Search. Abandoned recently – allowed users to get information from social networks, and most notably Twitter, as soon as it happened. Looks like it may re-appear with Google+.
  41. Google Trends. Compare the world’s interest in your favorite topics. Enter up to five topics and see how often they’ve been searched on Google over time. Google Trends also shows how frequently your topics have appeared in Google News stories, and in which geographic regions people have searched for them most.
  42. Google Video (Advanced Search). Allows you to easily search for a video by narrowing down your selections through the specification of a language, duration length, date, quality, domain, etc.
  43. HootSuite. Hootsuite is a Website and online brand management service, which publishes to Websites such as Facebook, Twitter, LinkedIn, Foursquare, MySpace, and WordPress. Also features custom analytics, team collaboration, and the ability to schedule messages in advance across all social media platforms.
  44. HowSociable. HowSociable provides a simple way for you to begin measuring your brand’s visibility on the social web.
  45. IceRocket. IceRocket is an Internet search engine which specializes in real-time search. The IceRocket site is a free resource for people looking to monitor their brand, it is ad supported.
  46. Keotag. Site that allows you to enter a subject and search various social media sites for what’s being said about that subject in real time.
  47. Klout. Klout compiles engagement and activity levels for brands in social media, and then assigns each user a Klout score on a scale from 1 to 100. Scoring available for Facebook, Twitter, LinkedIn and Foursquare.
  48. Looxii. Social Media tracking tool for small to medium businesses: Facebook, Blogs, Twitter, Flickr, Delicious, Forums, Identica and YouTube.
  49. MentionMap. A visualizer tool that lets you assess the most influential Twitter users in various sectors.
  50. Metacafe. The first and only entertainment destination solely dedicated to showcasing the best short-form videos from the world of Movies, Video Games, TV, Music and Sports – programmed for today’s young male Entertainment Drivers.
  51. MonitorThis. A search engine tool that allows you to search for new entries in 25 different search engines.
  52. Monitter. A real time search tool that helps you monitor a set of keywords on Twitter. You can narrow a search to a particular geographic location, allowing you to find out what’s going on in a particular part of the world. Let’s you monitor Twitter for keywords, phrases and topics being discussed online at a glance (We still prefer Hootsuite).
  53. MyTweeple. Checks out your Twitter account and analyzes who is following you back — a good way to monitor reciprocal relationships.
  54. Northern Light Search. Providing strategic research portals, business research content, and search technology to global enterprises since 1996.
  55. Omgili. A (Oh My God I Love It) forum search engine that lets you find communities, message boards, discussion threads about any topic.
  56. OpenBook. Lets you do a live-search of Facebook member status updates in real-time by searching people’s Facebook posts. The results are from public status updates where the Facebook member has their settings public.
  57. Page2RSS. A service that helps you monitor Websites that do not publish feeds. It will check Web pages for updates and deliver them to your favorite RSS reader.
  58. PeerIndex – Track you online influence with an array of influence metrics on your various social networks. Easily connect your profiles and pages and PeerIndex analyzes them for activity, audience, and authority. This is a great option to help you discover authorities and opinion makers around a particular topic.
  59. Plancast. Discover events your contacts plan to attend as well as other cool events coming up in your area through signing in via your Facebook or Twitter account.
  60. Pleegs. A free search engine that uses 16 other search engines to give you the most up-to-date information about anything you desire. Pleegs allows you to track a product, link, brand or name and gives you the option to receive new information by RSS, email, or directly on your blog with a widget.
  61. PostRank. A platform that tracks where and how users engage, and what they pay attention to — in real-time. PostRank gathers where and when stories generate comments, bookmarks, tweets, and other forms of interaction from a host of social hubs. Lets you uncover your influencers, identify which social networks give you the greatest traction and benchmark yourself against the competitors
  62. Pulse of the Tweeters. A service that uses data mining and sentiment analysis to mine millions of tweets and find the most influential people on Twitter around your cause or sector.
  63. Quantcast. A free direct audience measurement for all Website owners including traffic, demographics, business, lifestyle, interests and more. Audience targeting for buyers and sellers of digital media also available to reach millions of new prospects just like your best customers (Quantcast Lookalikes).
  64. Quarkbase. A tool that scours the Internet and pulls together a report for you about any Website.  Learn about the social popularity of a site, how often it’s getting bookmarked, who’s Twittering it, who’s Digging it and so on.
  65. Radian6. A complete platform to listen, measure and engage with your customers across the entire social web. Platforms start at $600.
  66. SamePoint. Enables clients to effectively integrate social media into their business processes.
  67. Scout Labs. A web-based application that finds ‘signals’ in the noise to help your team build better products and stronger customer relationships.
  68. Seesmic. A suite of social media management and collaboration tools that provide businesses and individuals with everything they need to build their brands online.
  69. Sideline. A Yahoo! service that lets you create and group custom queries by topics of interest.
  70. Sitemeter. A comprehensive real time website tracking and counter tools give you instant access to vital information and data about your site’s audience interests.
  71. SiteTrail. A comprehensive website analysis platform for breaking social media and technology news on the Web.
  72. SocialMention. Provides a picture of how terms get used, tracking strength (brand mentions), sentiment (positive/negative tweets), passion (percentage of people discussing your brand), and reach (range of influence).
  73. Socialoyster. A tool that lets you share your online social activities with friends. This site offers three features, the Oysterpass, the Social Search Engine, and the Oysterline, that let users showcase their activities and interests.
  74. Spy. Empowers users to listen in on any social media conversations of interest, without having to take part of it or showing that he is listening at all.
  75. Technorati. Technorati Authority measures a site’s standing & influence in the blogosphere.
  76. Touchgraph. Use this free Java app to explore the connections between related websites.
  77. Track. A little-known Twitter feature that lets you track keywords and have them sent directly to your mobile phone as soon as they’re posted.
  78. Trackur. Trackur allows you to monitor your reputation, your news mentions, your PR campaigns, your employees, or your competition.
  79. Trendpedia. A multi-lingual social media monitoring and research tool provides insights into what the world is saying about your brand.
  80. Trendrr. Digital and social media business intelligence platform.
  81. TruCast. A social intelligence software solution that transforms masses of unstructured social media.
  82. Twazzup A dashboard program that monitors Twitter and will let you know whenever your keywords are mentioned in a Tweet.
  83. Tweetbeep. An online reputation management device that keeps track of conversations that mention you, your products, your company, anything, with hourly updates.
  84. Tweetburner. Allows you to track statistics on the links you share with Tweetburner, like on Twitter and Friendfeed.
  85. Tweetdeck. Connects you with your contacts across Twitter, Facebook, MySpace, LinkedIn etc., and allows you to customize your Twitter with columns, groups, saved searches and automatic updates.
  86. Twendz. A Twitter-mining Web app that uses the power of Twitter Search, highlighting conversations that lead trends, conversation topics and points of view.
  87. Twilert. Sends you emails when it sees keywords on Twitter that you specify.
  88. Twitter Advanced Search. Isolates Tweets about a targeted sector. Look for keywords, search by location, date or with other filters.
  89. Twitterfall. Helps you to keep up on conversations about an event, or an online chat, using hashtags. You can use its geolocation panel to see discussions in a geographic area.
  90. Twitter Grader. A free tool from HubSpot that allows you to check the power of your Twitter profile compared to millions of other users that have been graded.
  91. Twitter Search. Allows you to check what is being said on Twitter about your brand/business.
  92. Twitscoop. Lets you search and follow what’s buzzing on Twitter in real time.
  93. Twingly. A Blog search engine featuring a SPAM-free, faceted, social search for the global blogosphere.
  94. UsernameCheck. A simple service that will let you find out where your username is registered in an instant.
  95. Video Alerts. A service that allows you to get an email notification when new videos are uploaded to YouTube, on whatever topic you choose.
  96. Viral Heat. The first measurement platform that’s social. Subscribers share a collection of profiles and charts ranging from your favorite brands, products, or topics so you can glean important insights in real-time.
  97. WatchThatPage. Enables you to automatically collect new information from your favorite pages on the Internet. You select which pages to monitor, and the service will find which pages have changed, and collect all the new content for you.
  98. Website Grader. Website Grader is a free SEO tool from HubSpot that measures the marketing effectiveness of a Website. It provides basic advice on how the Website can be improved from a marketing perspective.
  99. Wikipedia. A free, web-based, collaborative, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation providing community-edited information.
  100. WhosTalkin. A social media search tool that allows users to search for and join in on conversations surrounding the topics that they care about most.
  101. Yahoo! News. Yahoo! News is an Internet-based news aggregator provided by Yahoo! It features Top Stories, U.S. National, World, Business, Entertainment, Science, Health, Weather, Most Popular, News Photos, Op/Ed, and Local news.
  102. Yahoo Pipes. A powerful composition tool to aggregate, manipulate, and mashup content from around the web. Simple commands can be combined together to create output that meets your needs.
  103. Yotify. A free, personal Web scout service that enables you to track anything on the Internet, enlists your friends to help, and reports back only what you want to know.
Share

Show and Tell More to Sell More

Just got back in town to Pittsburgh, from two glorious weeks throughout Italy and Switzerland.

Ugh!  What a state of depression I’ve been in since! Can’t wait to go back!

We saw some amazing, breathtaking sights such as the Sistine Chapel, The David (I’m a big Michelangelo fan), The Vatican, Pompeii , the Amalfi Coast, Capri, and much more.

However, one man/woman made creation that simply took my breath away as a marketer was the Gelateria (gelato) stands and stores throughout the various Italian cities we visited. They seemed to be on every street corner!

And, what a merchandiser’s dream of flawless execution.

Believe me, even if you were a severe lactose intolerant individual, you’d cave in to any one of these Italian gelato taste bud blowing experiences.

You would not be able to resist it!

 

 

 

 

 

 

As these pictures show, the merchandising of these Italian Gelateria’s are without peer. And, the taste delivers on the merchandising promise.

 

 

 

 

 

 

My question then is, “What are you doing with your merchandising to create a brand experience such as these Gelaterias?”

P.S.: For a great tour guide for Italy, the Holy Land and more, check out Fr. Anthony Nachef’s Proximo Travel. And, tell him Steve Wayhart sent you!

Share

30 Ways to Wow Now

When was the last time you were truly ‘WOWED?”

I bet you remember the moment because it probably doesn’t happen to you often. And, I’ll bet you’ll agree with me that there’s a depressing lack of “WOW” in the world today!

Merely doing satisfactory things for satisfied customers, friends or family is a ‘greens fee’ today.

However, to make a long lasting impact in your relationships – personal or professional – you have to really ‘bring it” these days. It’s the best way to get others to remember you and to spread your good word to others.

And sadly, the majority of us do not.

We do the least required to get along and wake up wondering why our relationships ended. I suggest that a lot of relationships break up because of a lack of wow and mutual appreciation.

How do you wow?

I find that it’s best for me to practice and plan to wow. What works best for me, is to bake a little wow into my marketing processes so I don’t forget about how to wow.  That is, I work hard to review my tasks in front of and behind me, to see if I have any wow opportunities and then take steps to take advantage of them.

Here are 30 ways to you can wow people now and get ahead in your life.
  1. Say “yes” often
  2. Guarantee results
  3. Be quick to respond
  4. Inspire others to action
  5. Be kind, nice and courteous
  6. Add value to someone’s life
  7. Smile and maintain eye contact
  8. Find ways to surprise and delight
  9. Send handwritten thank you cards
  10. Offer options instead of mandatories
  11. Anticipate others needs and satisfy them
  12. Provide individualized customer service
  13. Be in the moment, focused and actively listen
  14. Write notes when taking input and directions
  15. Have manners – say ‘’please” and “thank you’
  16. Be enthusiastic, optimistic, happy and pleasant
  17. Be sincerely grateful and humble with your successes
  18. Prove your concern with an exacting attention to detail
  19. Be welcoming, approachable, reachable and hospitable
  20. Follow-up regularly to build relationships – reach out first
  21. Be organized, clean and stress free – a welcome, caring refuge
  22. Reward friendship and loyalty with unexpected acts of added value
  23. Get feedback after your actions and provide service “after the sale”
  24. Find out what’s been bothering someone and customize your solution
  25. Be calm, understanding and accept responsibility when you fail or lose
  26. Do ‘remark’able signature work with the basics and in any encounter
  27. Be trustworthy – keep your promises and respect others in their absence
  28. Keep your promises – in fact, underpromise and overdeliver
  29. Freely share insight and knowledge
  30. Always follow the “Golden Rule

Do you have any to add?

I’m far from perfect, that’s why lists like these help me.  Try just 2 or 3 this week and I’ll bet you’ll see an immediate positive impact in your relationships.

Sure, these wow tips might be common, but like most common things they work and they’re easily overlooked, forgotten and opportunities become lost.

Remember…“To do a common thing, uncommonly well, brings success.” – Henry John Heinz – yeah…that Heinz!

Share

How Losing Money Can Increase Your Sales

Throughout this past recession, I’ve been amazed by the amount of off base brand advertising telling me how much I’ll save by buying their product.

Telegram 1 – People are more interested in ways to make or avoid losing money than saving money.

A window replacement ad that proclaims, “Stop losing over $1,000 dollars a year with your old single pane windows,” will always outsell an ad that states, “Save $3.00 dollars a day in reduced energy consumption.”

It’s a big reason why buy one/get one offers work so well. People interpret the gain as a benefit – not the savings.

Interestingly, another insightful key to prove this theory is to conduct a Google search to determine popularity and interest.

When you do a Google search on the terms ‘make money’ (web – 931mm/892mm images) vs. ‘save money’ (web – 533mm/images – 436mm images) making money beats saving money by a 2 to 1 margin!

Also, keep in mind that losing money is more closely related to making money than saving money.  And, because losing money is more painful than saving money, promoting how people can avoid losing money will always outperform a savings claim.

Telegram 2 – All things being equal, people will do more to avoid pain than to gain pleasure.

Here’s proof.

I’m offering to flip a coin and have you call it heads or tails (equal odds) and promise to give you $1 million dollars if you win, but if you lose you have to pay me $100,000.  Will you take me up on it?  99% of average people (not multimillionaires) would not.  Why?  Because it’s so painful to LOSE $100,000.

OK. How about instead of 1,000,000 vs. $100,000 what about a bet on:
$100,000 vs. $10,000 (uh, no) or…
$10,000 vs. $1,000 (hmmm..no) or…
$1,000 vs. $100 (hmmm, OK) or…
$100 vs. 10 (Sure) or…
$10 vs. 1 ? ABSOLUTELY!

Same odds, same ratio but varying levels of pain!

The key is to test your customer’s levels of perceived and actual levels of pain and loss.

When you understand this simple exercise you cannot lose!

Share