My Week With Drip

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My Week With Drip

Automation Software Review

Drip is one of the many marketing automation platforms out there. I had heard good things so I decided to give it a go and see if the rumours were true.

 

Initial impressions

Signing up and setting up the account was a breeze, although many in this day and age hate giving away a credit card in the free trial period. I continued.

Choosing an automation platform is a daunting challenge for most people. With so many options, it’s hard to know which one is right for you. Even though you may think when setting up the account, it’s easy optimising it for your company, it’s not. It takes hours, and honestly, if you are time poor you might make excuses not to do it…

But the time poor are the exact ones who should be making the effort. If you can carve out some time to start thinking about your marketing other than a second thought you might realise how, with a little gumption, you can save yourself loads of time in the long run.

Imagine being able to sort the tire kickers from the genuine leads without doing anything.

Oops went on a tangent about martech in general, back to Drip.

It has all the expected options.

 

 

Campaigns (with A/B testing options) for all your EDMs.

Broadcasts – one off emails (bonus resend if unopened after a certain amount of days).

Subscribers – upload your database here and new additions nestle nicely into your predefined terms.

Forms – Get information about your users, get more subscribers.

Automation – Broken into Workflows and Rules.

Analytics – Bird’s-eye view and campaign level metrics.

 

Using it

So, the tools are simple and the design is intuitive, but if you feel out of your depth there are instructional videos for practically everything.

 

This is where the time churn comes in – setting up all your automations with your new powers.

You want to get your campaigns just right so it will take some time. But you can also set up some very basic flows to get you started or use Drip’s library of templates. There might be a little customisation on your end to make it perfect for your needs, but most of the job is already done for you.

Integrations

You will have to have a look through to see if it will work seamlessly with your current systems (or work well enough to jettison some). But overall it has a solid amount of integrations for a beginner (e.g. FB lead ads, SumoMe, Eventbrite and Instapage) and will actually help push you in the right direction for other services you might not be using yet.

 

Pricing

It is priced fairly compared to competitors in the same space. A bonus is the free starting point for a complete beginner (less than 100 subscribers), but if you are dedicated to using your flows and putting your best foot forward in your other marketing endeavours, you won’t be <100 for long.


Summation

Drip is a solid automation tool with a good amount of customisation and, whilst not enterprise level, it does a great job of providing you the tools any SME would need, much like Wishpond, and has many offerings alongside the bigger players like Marketo and Hubspot.

Did you like this review? Let me know if you would like more reviews on automation software? Would you like more detailed information in a review or was this just about right? Hit us up on info@remembercreative.com

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Spotting Digital Rips – Always Be Testing The Waters

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Sink or Swim – Spotting Digital Rips

It’s slowly getting colder and there aren’t many beach days left for me before winter is in full swing. I was dreading this on Sunday when I was unseasonably baking on the sand at the beach. I was snapped out of my contemplation as I saw a surf life saver tearing out on his surfski to help someone, hand in the air, who had gotten themselves in a rip.

It’s scary being caught in a rip. A lot of us in Australia have grown up less than an hour from the beach – so we should know what to do. But if you haven’t spotted it until you’re in it, the fear can cloud your judgement and as Marcellus Wallace will tell you, pride can get in the way of raising your arm and asking for the help of the boys and girls in red and yellow.

On my way into work today, I was taking stock of my weekend and getting into work mode. I started seeing a direct correlation between the swimmer and a client that had recently engaged us.

The swimmer hadn’t spotted the rip before he went in, but he had the presence of mind to stick up his hand and ask for help. By the time he got into shore, you could tell he was still buggered so perhaps he fought the rip a bit longer than he needed to, before raising the alarm.

Similarly, the aforementioned client had jumped into a marketing campaign without proper caution and quickly found themselves in trouble. They realised that the outcome they had promised their stakeholders was not looking probable and asked around for help, not before getting a little deeper in trouble by trying to do the same thing, but with more money. The client was recommended to us by someone who had previously worked with us and we have put them on our surfski, and the early signs look good.

I don’t think the sunk cost fallacy directly relates to sinking swimmers (and digital campaigns) but it might as well. We need to constantly appraise our situation – to see if we are wasting time and energy in waters that don’t suit us, and if so, look for the calm blue ocean.

We can all get stuck in a digital rip and a thorough strategy can help, but it’s always wise to be able to spot the warning signs as early as possible. Whether it’s a low click through rate on an EDM, no conversions on your landing page, or limited brand awareness among your targets, make sure you examine what the next steps are. It might be to call for reinforcements, or pivot a little to more peaceful waters.

So, if you’re in trouble, ask for help!
If you are going to the beach – read this first.
If you are struggling with your current digital comms, or need help trying to spot a digital rip before you jump into the water, or you are just digging this thinly veiled metaphor, drop us a line – info@remembercreative.com.

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How to market to meh-lennials

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How to market to meh-lennials

Like it or lump, the screen addicted group that us oldies call millennials are getting older and their purchasing power is growing. A lot has been said about the younger generation that has grown up with the internet and how they need instant gratification like the dopamine hit they receive when they get another ‘like’. Or the want it now mentality having grown up with ‘on demand’ TV. Or never having to search the Dewey Decimal system and wait for someone to return the book they want – psh, just Google it already.

Millennials put up a lot of road blocks for marketers

They are consuming most of their media on the internet … ATL advertising has taken a huge hit1 when it comes to this.

It presents a problem for business owners when considering ways to engage with a group who would rather give up sex, than the internet2 – well, 43% of them anyway. This automatically makes one assume that you have to be on the Internet to get their attention. But how do you do that successfully?

Beware the use of ad blockers

With over 25% of Australians3 using ad blockers (and a much higher percentage among millennials) display ads are not as effective as they once were. Older people rely on face-to-face referrals more than millennials, and surprisingly a study showed that 51% of millennials prefer a review from someone they don’t know4 (perhaps because they don’t like being told what to do). And this strikes at the chord of marketing to millennials.

Make something they want – don’t make them want something. In times past, advertisers often generated a problem so that people would want something.

So what’s the secret sauce?

If we can’t use display ads and traditional methods don’t work as readily, what can we do?

Create content because millennials consume content insatiably. Distribute it to your channels, start a conversation (user generated content is more compelling)5 but also focus on native advertising and sponsored marketing via influencers, which can be your biggest ally. Basically, make the advertisement look nothing like an advertisement.

Remember they are savvy, don’t treat them like this – as this tongue-in-cheek video suggests:

1 http://www.smh.com.au/business/media-and-marketing/new-viewing-habits-have-cost-tv-networks-25-billion-so-far-20170324-gv65wh.html
2 http://www.bandt.com.au/marketing/study-43-millennials-give-sex-internet
3 http://www.thedrum.com/news/2017/06/21/one-quarter-australians-use-adblocker-says-iab-australia-research
4 http://time.com/money/2820241/10-things-millennials-wont-shell-out-for/
5 https://www.referralcandy.com/blog/marketing-millennials-user-generated-content-works-best/

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Stella Artois Dabbles in Murky Water: Marketing Masterstroke or Mistake?

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Stella Artois Dabbles in Murky Water – Marketing Masterstroke or Mistake?

Last week we were treated to a glorious stream of Super Bowl ads, some better the than others, but nonetheless all costing over $5 million each, just to be featured!

Among the contestants for hundreds of millions of eyeballs was this piece from Stella Artois & Water.org

 

Among the plethora of celebrities endorsing products during the Super Bowl, this 30 second commercial stars Hollywood favourite and Water.org co-founder Matt Damon, who urges us to purchase a Stella Artois Chalice to help provide five years of clean water for one person in the developing world. With over 663 million people affected by the global water crisis, it seems like a thoughtful idea, right? Well, not everyone was buying it …

John Zavinski took to Twitter questioning, “Why does my city water cost 30 bucks a month when the price of a beer mug will buy 5 y(ea)rs worth?”

And when scratching around on the Stella Artois website, you’ll discover that of the $13 paid for each chalice, only $3.13 goes to Damon’s charity. So how does $3.13 provide 5 years’ worth of water?

We’re not sure either.

From the outset, this scheme appears to be an altruistic exercise taken by Stella Artois to address a significant issue facing portions of the developing world. But when you consider the numbers, it just doesn’t add up.

Consumers are generally willing to participate in campaigns initiated by corporate giants if they believe their purchase will have an impact. But when companies like Stella Artois appear to be the party profiting the most from these initiatives, it’s interpreted by the public as a multi-billion-dollar company passing the buck onto consumers. So much for corporate social responsibility.

Even though the numbers don’t look great, the alternative of not drawing attention to, and not donating money to Water.org is certainly the worst of the two options. Especially when considering that over the four years of this campaign, Stella Artois has reportedly helped more than one million people around the world gain access to clean water.

While this is an extraordinary achievement that surely provides Stella Artois’ stakeholders with abundant amounts of warmth and fuzziness, many have been left wondering, wouldn’t it have been easier and more efficient if, instead of spending $5 million on the Super Bowl spot, they just donated the money to Water.org?

A donation of this size could have had an incredible and immediate impact, but Stella Artois would have run an ad in the Super Bowl anyway, and so by sharing the stage with the charity, they both benefit in terms of donations, publicity, access to a powerful celebrity and hundreds of thousands of branded glasses in American households.

Buying our way out of the global water crisis is certainly not a solution, and the beverage giant could afford to donate millions more, but ultimately Stella Artois doesn’t have to donate a cent to anyone.

So for these reasons, this week, it’s a Marketing Masterstroke.

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How to Keyword Research for SEO?

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HOW TO: SEO KEYWORD RESEARCH

Part of any SEO marketing plan will be keyword research and by extension your content marketing plan…

… You might say to yourself: “We are already producing content for our audience and naturally the topics we cover will have some great organic keywords without even researching.” It’s a no brainer that this will be the case, BUT doing a little research will help you immensely, because a) as much as we’d like to think we know EVERYTHING, we don’t, and b) although you might be writing some great content with strong keywords, perhaps there are new keywords that might be easier to rank for, that you haven’t thought of.

Step One – The search for the right keywords – Who’s that in the mirror?

Think about it

So basically, your first thought above is not a bad thought and a great place to start. You are an expert in your industry so think about the topics, areas, keywords, trends, latest news that you think are interesting and important – chances are others will as well.

Compile this list and save it.

 

Step Two – What are my customers typing? – Walk a mile in their shoes.

Think like a customer - Keyword Research

Next cab off the rank will be putting yourself in your customers and associates shoes – What MATTERS to your audience? What are they searching for and what language do they use? How many types of customers do you have? Some will be using sophisticated terminology. For example, a kitchenware store might have one customer using “wine glasses” while another might use “Reidel stemless wine glasses”. This terminology is not only an indicator of a prospective customer’s knowledge, but it can also suggest where they are in the buying cycle.

 

Step Three – Google auto suggest and search parameters.

Credit

For more thoughts, type in one of your keywords, or ‘customer words’, into the Google search for their auto suggestions. Or search competitors websites with advanced parameters, especially if they have their blogs catergorised or in tags.

Some other neat Google-fu tricks can be found here.

 

Step Four – Research, Research, Research.

Key Word Research

By this stage you will have a solid list. Now it’s time for suggestions from the bots.

Which tools are good?

Google’s keyword planner is the main go-to when it comes to research (for a good how to click here). But don’t discount the other big search engine Bing, and their keyword researcher toolbox. There are a billion other non-search engine built keyword helpers: Moz always has many tools available (paid and free), including explorer and moz bar; another software builder WordStream has great tools including keywords; and an indie developer built the rather nifty https://ubersuggest.io/ (learn how to use it here).

 

 

Step 5 The hard work – start writing.

Empty pages are scary but by now you already have your content plan, some awesome keywords/phrases… so get to it… time to create some killer creative content that is shareable, but will also get you noticed in the search engines.

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Are TV ads worth it? Super Bowl musings Part 2

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IT’S SUPER BOWL TIME
LET’S TALK FOOTBALL TV ADS

If you read our discussion yesterday about TV ads and the cost of a Superbowl, you may have come away wondering how your business could really benefit from such an event.

After all, your budget may not go anywhere near that far and in many respects, whilst the Superbowl provides the ultimate exposure, it simply isn’t open to the average size business.

There are a couple of lessons business of any size can take away from the Superbowl regardless of how big or small you are.

You can reach a lot of eyeballs and it doesn’t have to cost the earth.

There is no doubt that a one off event like Superbowl will throw a spotlight on your brand if you were willing to stump up the cash to buy such massive exposure but buying high quality targeted exposure can actually be a whole lot simpler. The beauty of digital (which is why we love it) is with budgets nowhere near as large we can create immensely targeted campaigns that can deliver real results for your business.

Don’t think just one channel – We deal with an array of companies large and small, and many have a variety of marketing initiatives across an array of channels. What the Superbowl ads often do is create a great narrative and produce a phenomenal TVC, but this isn’t where these campaigns end. The ads are merely the tip of the iceberg for most of the advertisers. Each ad will be supported with search, social and dedicated landing pages to ensure that after the audience has seen the ad they can find it, share it and learn more about it. There is a natural PR aspect to Superbowl that your average campaign may not have, but if you work to create a great brand story there is no reason why you couldn’t integrate some tailored PR around your marketing approach whatever channel you use.

Ultimately, Superbowl is an ad campaign on steroids. Whilst the spotlight shines upon the ads themselves the fundamentals of having a great creative story, a targeted message and a fully integrated approach really apply from the Superbowl right down to the most basic of campaigns.

 

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Gorton’s Fishy Campaign: Marketing Masterstroke or Mistake?

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Gorton’s Fishy Campaign – Marketing Masterstroke or Mistake?

When was the last time you had a fish finger? Years ago, right? Same here. And that’s because fish fingers are usually eaten by ravenous children who refuse to eat actual food.

Until now!

 

 

So, if Gorton’s target market is children, why have they cast two gym junkies, drenched in spray tan, to be their merman ambassadors? Well, we’re not entirely sure, but the decision probably went a bit like this …

“Kids don’t buy groceries. Mums do. How do we get mums to notice us? Hot dudes.”

*End scene*

And this strategy could very well work… the sales will speak for themselves.

…Or it could not, which is most probably why 99% of fish finger brands aim their marketing efforts towards children.

But there’s something fishier than Chad and Brody’s shimmering tails in this ad, and that’s the notion of ‘trust’.

The “merbros” tell us that they have developed their rippling muscles from doing a lot of push-ups and eating right… which is definitely true. But the suggestion that Gorton’s Fish Sandwiches make up part of their diet, is one tall tail.

They assure us that Gorton’s products contain protein (most foods do) and there’s “nothing weird added”, apart from POTENTIAL RELATIVES OF THEIRS FROM UNDER THE SEA.

But despite this act of sheer cannibalism, we’re told to trust “those who know.”

Ahh, no.

Back in the ocean fellas.

 

So for these reasons, this week, it’s a Marketing Mistake.

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Are TV ads worth it? Super Bowl musings

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IT’S SUPER BOWL TIME
LET’S TALK FOOTBALL TV ADS

Digiday had an interesting article the other day about how much it costs to run an ad during the Super Bowl. In particular, how much a $5.2 million dollar ad could buy you on various online platforms.

It was a humorous and eye opening article (read it if you get a chance) but it got me thinking … would I really want to reach Selena Gomez’s fans 8 times or reach the entire Super Bowl audience in one ad? If all of her followers viewed the gram, you would definitely get more impressions, but is it worth it?

Working for a creative agency that’s primary focus is on digital, I often advocate for the immense opportunity that digital affords brands, not least of which is influencer marketing, and a Selena post could be potentially worth it. But that doesn’t mean we are blind to the positive impact TV and other traditional media can have on any integrated campaign.

In fact, you can still find studies that purport TV still has the highest relative efficiency on relative spends1.

No bones about it, $5,200,000 for a 30 second ad is a lot of money. But what does it get you?

114 million viewers in the US alone2 watch the Super Bowl live – people watching it in other counties will get their own local programming, but people streaming the event via VPN could be exposed as well. The Super Bowl is an event, but the ads truly are events in their own rights. The exposure your ad will get is far greater than just the spot itself.

Countless TV shows, radio programs, blogs and various other commentators (with huge viewership/readership) review these ads and talk about them religiously in the days following the Super Bowl in America. Not to mention all the @ mentions you will get by live tweeters, and all the other social streams talking about you, which instantly generates conversation.

And this is just the tip of the iceberg, in terms of publicity, that a Super Bowl ad spot affords a brand.

In the US, marketers are well aware that not only the ad spots can gain exposure for your brand during the Super Bowl; Oreo (among others) was quick to jump when a power outage at the 2013 Super Bowl interrupted play.

Their tweet received 15,000 retweets in rapid fire, and the reach was huge.

At the end of the day, the bang for your buck can vary tremendously depending on platform. Digital may offer greater targeting than we have ever known, and traditional media stills has a place in any integrated marketing campaign. But as Oreo showed us, quick thinking and the creative quality of your collateral can be just as important.

And finally, speaking of creative quality, if you’re spending over $5 million, you want it to be good. Nationwide got panned for this effort a couple of years back:

1 – http://www.atresmediapublicidad.com/a3document/2017/06/20/DOCUMENTS/00901/00901.pdf
2 – http://fox40.com/2016/02/08/how-many-people-watched-super-bowl-50/

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Calvin Klein Recruits Kardashian Klan: Marketing Masterstroke or Mistake?

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Calvin Klein Recruits Kardashian Klan: Marketing Masterstroke or Mistake?

Over the past 10 years, it’s been hard to avoid the ubiquitous Kardashian klan. And considering the family recently signed a US$150 million deal for another five seasons of their reality show, prepare to be seeing even more of the ever-expanding family … especially if you’re in the market for some new underwear.

This week, Calvin Klein released their latest installment of the #MyCalvins series.

#MyCalvins initially began as a social media campaign in 2014 and has since racked up over half a million posts using the hashtag. But what makes this ad unique is its focus on family. And what other family is more famous than the Kardashians?

Arguably, the Trumps could challenge the Kardashians in the fame stakes … but the thought of Donald Trump reclining on a picnic rug in a barn, flaunting his #MyCalvins is beyond distressing … even for the most ardent Republicans.

One of the key reasons Calvin Klein would have decided to cast the Kardashians in this campaign, is because their sheer existence generates enormous amounts of publicity. With incessant pregnancy rumours surrounding Kylie Jenner, the media buzz has heightened, with critics questioning why Kylie’s lips look smaller and why her stomach is covered in every picture.

Some have even made accusations against the fashion brand, ranging from complaints of unnecessary photo-shopping, to the suggestion that Kim and Kylie are represented by body doubles.

So, in terms of publicity, this campaign has already been incredibly effective. But what about the quality of the ad itself?

The impeccably manicured sisters are filmed lying on the floor, playing a game of ‘Never Have I Ever’. The conversation really is nauseating, but if you’ve seen an episode of Keeping Up With The Kardashians, bland conversations seem to have worked for them, so far.

And maybe that’s the genius of it. While the conversation isn’t all that interesting, lounging around playing silly games with your siblings is relatable for a lot of people, and the bond between the sisters has been a big part of their success.

The variation in body shapes between the sisters is also what many of their fans find relatable. While the shape and tone of their bodies is unattainable for many, their curves mark a distinct shift away from the models employed by Victoria Secret, who just happen to have lost market share to Calvin Klein. In fact, Business Insider claims that “Calvin Klein just overtook Victoria’s Secret as the coolest lingerie brand”.

While ‘cool’ is important, sales are king, and the two together makes it looks like Calvin Klein are onto a winner.

So for these reasons, this week, it’s a Marketing Masterstroke.

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Facebook’s new year’s resolution

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Facebook’s new year’s resolution:
Spend more time with your family and friends

You probably have heard about the algorithm update from the FB news feed and the man himself.

Facebook will be lessening brands and publishers organic reach in favour of giving users more time with their loved ones.

Whether this is altruism on Facebook’s behalf or focusing on a better user experience for the average facebooker – many are assuming the update will lead to brands opening their purse strings and paying for more advertising and sponsored posts.

Facebook is a corporation at the end of the day – so they would not do anything intentionally to hurt its bottom line. I think this is just bringing us one step closer to a dual feed, with a friends and family news feed and a business news feed. Facebook tested this style last year which we discussed on our podcast here and here.

The business newsfeed, or Explore tab, is an interesting concept and one that might prove fortuitous to the same people that are succeeding on the normal newsfeed. Those with a dedicated marketing spend will still be visible but more importantly the content that will do best is the type that is already doing well…

The ones that increase engagement and spark conversation between the brand and between friends, whether it’s Facebook Live, a series of branded content, and even, a cute meme or a funny take on the day’s events – the cream will rise to the top.

Increasing engagement among friends and family is good for Facebook to keep people on Facebook longer which in turn means more time to see advertising. So, I don’t think Facebook is making a play for more revenue selfishly, it’s delivering a better product for its users, which in turn will be of benefit to brands that are creating great content.

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