A McDouble Ad Review MMOM

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MARKETING MASTERSTROKE OR MISTAKE?

I am often unimpressed with McDonald’s advertising campaigns – they are too scared to do anything other than vanilla efforts that make 12 people in a focus group unoffended, and it leaves the ads without substance and ultimately unsatisfying.

In the past two days Maccas dropped a couple of ads onto our screens, and again, nothing is new both are safe efforts.

But storytelling technique can overcome a safe effort and transform it into a truly great piece of marketing – one of the ads succeeds with flying colours. Can you tell which?

It’s the baby drive thru ad.

The way in which it builds the story is masterful. In the beginning, you don’t know exactly what’s happening but you do know something out of the ordinary is happening so your curiosity is piqued, then you realise the problem, a problem that anyone with kids (or nieces and nephew, in my case) can immediately relate to, the crew member on drive thru has acknowledged the problem and now has to solve it. For the next twenty seconds, we are held captive by the solution and her earnest reaction.

It’s a great ad for the storytelling and underpinning the story is the advertisement Maccas is:
Is the place you turn to late at night
Staffed by helpful friendly people
Maccas can solve your problems

The second ad, whilst not horrible, suffers from the same old problem – it’s boring! The ad is showing off their new coffee blend – a notorious shortfall at the golden arches but there are two elements that stick out for me in this offering.
1) My cousin is in it – nice work, Andy!
2) Who knows their MickeyDees server by their first name (other than my cousin, apparently)? It’s a subtle nod by Maccas to say McCafe is a café – it’s as good as your local and you will get the same quality service and beverage – maybe not by a hairy hipster waxing lyrical about their newest green deconstructed coffee (that’s another cousin, sorry Ed).

It’s rather a nice touch but it’s too subtle to work, hence I think it falls flat (just like the coffee served).
So this week we get a masterstroke and a mistake all from the one company.

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Why am I not getting enough traffic to my website?

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WHY AM I NOT GETTING ENOUGH TRAFFIC TO MY WEBSITE?

We all want a constant stream of people viewing our site.

 

A constant stream is good but what we really want is a constant stream of high quality users, the kind that are interested in our offering and enquiring. Or better yet, converting then and there.

 

How do you go about building organic traffic to your website?

 

Let’s start with the stuff that is easy to fix.

I say easy because it’s stuff that most people can test and can go to you, or your local web development company, to fix.

 

Speed – I feel the need, the need for…

 

The speed of your website is paramount to rising up the rankings on search engines. If your site is slow, people will leave. Basically, we know that people are impatient, because if they clicked on your link from an organic search, they know that there are 4 million other results to read simply by hitting the back button. If your website is taking longer than 4 seconds (many suggest quicker, but us Aussies are a docile bunch comparatively) the user can get frustrated. Pingdom has done a great job of researching the correlation between the likelihood of a user bouncing as time goes by.

 

Things you can probably do in house:

  1. Optimise your images – If you have 2000px wide image in a 300px wide box you need to resize. It is just a waste and will not look any better.
  2. Redirects – If your landing page has a redirect, a browser has to execute that before it can start loading. If it then has to redirect to a mobile page such as m.domain.com (more on mobile sites later) well then it will have to execute that one as well.

 

Things that you might need help with are:

  1. Enable compression, optimising css, removing renderblocking JS and leveraging caching.
  2. Learn more about page speed with google here and test your speed with pingdom.

 

Mobile – Being mobile is the new agile

I mentioned mobile above, but it still bears repeating that if your website is not responsive yet, make it so. We know that mobile accounts for well over 50% of all searches, and search engines like to send their searchers to websites with a good experience for the operating system that is being searched on.

 

Good design is good

57% of people won’t recommend a business or brand with a poorly designed mobile site. Ouch! Imagine your shirt not being pressed being the reason you missed out on a new client. A bad user experience can quite easily cause lack of interest in your website. People won’t link to, and share, bad content.

 

Design is not just limited to the overall look of your site, it’s your individual pages as well. If you have a new page or blog entry, make sure it’s not just a mountain of text; make it easily consumable, some simple suggestions are headlines, bullet points…

hang on

  • headlines
  • bullet points (yay)
  • imagery (appropriate imagery)
  • videos
  • a readable font (size, colour and style)
  • provide a CTA and sharing options

 

 

SEO – ESOteric or essential

SEO might seem like a bit of voodoo, but there are tried and true methods that can help boost your rankings, and in turn boost your traffic. SEO will help by making it easier for the engines to crawl your website, read your images, etc. but a good strategy will also help your website offsite by making sure there are no bad inbound links and create good high quality inbound links.

 

Keywords: this can be considered part of your SEO strategy or your content strategy, but once you have discovered who you are writing for (ideal customer/s) and what they are searching for, you will then have a pretty clear idea of what your keywords should be. Also spend some time on how you will use these in longtail search.

 

Influence the influencers

Speaking of inbound links, ask your favourite industry influencers to share your content. If it’s good, they will want to share it because it looks good on them to share good work. Ask nicely and engage them with why you think your content would work for their audience. No is the worst thing they can say.

 

You’re still reading? I haven’t scared you off yet? Well… the above was the easy part, and the ugly truth for why you might not be getting any traffic, is that your content is bad. There I said it… it had to be said…

 

Content is king

The more people like your article, the more they will want to share the article and things will just snowball from there. It’s hard… it takes time… and if you are not dedicated to the process, it’s pointless. Quality over quantity always!

 

Practice makes perfect – you won’t hit it out of the park on your first attempt, but then again you don’t have to publish your first attempt. Or you can publish it and learn from mistakes.

 

Writing copy that opens your brand up to new audiences and creating copy that will turn your leads into clients, isn’t something you can do half-heartedly. It’s a skill, and like any skill, it takes dedication to learn.

 

So what have we learned

The easy part – making your content as accessible to your targets as possible

The hard part – making your content creative, convincing, informative, entertaining, compelling.

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2018’s ‘Best Ad’ Has A Hidden, Disturbing Message: Marketing Masterstroke Or Mistake?

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2018’s ‘Best Ad’ Has A Hidden, Disturbing Message: Marketing Masterstroke Or Mistake?

NRMA Insurance recently released their first ad for 2018, promoting everyday heroes and showing Australians’ innate willingness to help others. Take a look:

 

 

Viewers have lauded the ad as one of the best ads of 2018 and on YouTube, the clip has surpassed 2.5 million views!

It’s emotional. It’s moving. It’s truly Australian.

The portrayal of a surfer saving a man from drowning is the embodiment of the Australian spirit. A group of commuters moving a train carriage to free a man’s jammed leg is inspired by a 2014 incident in Perth. And of course, sandwiched between these stories, is the NRMA assisting a young girl in a broken-down car.

These acts of kindness are part of our national identity, and give many Australians a reason to be passionately patriotic. Likewise, NRMA believe they help Australians suffering adversity, and have done so for over 100 years.

The objective of this campaign is to reposition NRMA in the market with their new tagline, “Help is who we are”, to highlight their role in the Australian narrative as a support system for their customers.

So, what’s the commotion about?

Well … did you listen to the lyrics? Play it one more time and see if you can notice anything.

In case you missed it, some of the lyrics are questionable.

Exhibit A: “I will come for you at night time”

Ok … that’s not too bad, but the mother’s expression does look slightly sinister. Let’s have a look at another.

Exhibit B: “I will kiss you in four places”

The context of the song is important here … it’s about a one night stand. We’ll just leave you with that.

Exhibit C: “I will squeeze the life out of you”

GET THIS SICK AND TWISTED FIREMAN OFF MY SCREEN.

While the song ‘Throw Your Arms Around Me’ by Hunters & Collectors, is soothing and evocative listening, it is NOT appropriate for an ad featuring children and vulnerable koalas.

What were they thinking?

There are countless songs with warm lullabies and soft melodies to choose from. So why this one?

NRMA has responded to some criticism online, telling customers that the song choice captures “how powerful the Australian spirit of help can be in the face of adversity.”

We get that bit, but what about the references to sexual hookups and insinuated animal abuse??

The lyrics are just too bizarre to take this ad seriously, and once you’ve noticed them, you simply can’t ‘unhear’ it.

Unfortunately for these reasons, this week, it’s a…

Marketing Mistake

 

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Greenpeace’s new ad, just another drop in the ocean? Marketing Masterstroke or Mistake?

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Greenpeace’s new ad, just another drop in the ocean? Marketing Masterstroke or Mistake?

Greenpeace are renowned for their compelling stunts, animated protests and sobering ad campaigns, so it’s no surprise that their latest addition looks a little something like this …

Visibly excited to enter the aquarium, the group of school children are representatives of their generation … the next generation. Once inside they are confronted by the absence of sea life and prevalence of plastics.

Bags, bottles and six-pack rings drift through the murky waters, as the children’s faces turn forlorn. The chipper soundtrack transitions to a darker tune, and cogs in the children’s minds begin to turn.

Items from their kitchens have replaced the penguins, fish, stingrays and sharks they were hoping to see. The exhibition has become a display of supermarket waste.

Aquariums are usually viewed as manicured worlds, brimming with marine life and activity, which gives us a false sense of security when it comes to the real state of our oceans.

This campaign calls for the reduction in supermarket’s plastic footprint, because ocean plastic causes the death of hundreds of thousands of animals every year. In fact, the aquarium exhibit was built using plastic collected from a beach in Ireland the previous day.

The ad informs us that, “UK supermarkets generate 800,000 tonnes of plastic each year” and “A truck load of plastic ends up in our oceans every minute”.

This really is a crisis. The volume of plastic in the world’s oceans is set to double in the next decade, and Greenpeace refuse to sit idly by.

In the final seconds of the ad, we are urged to sign their petition to demand that supermarkets use less plastic.

But do these campaigns, commercials and petitions, actually work?

Well, yes …

Just last month the UK government announced that they are set to ban the sale of plastic straws, drink stirrers and cotton buds, in an attempt to eradicate all single-use plastic products. And while more needs to be done to reduce plastic waste in our oceans, this is a huge leap in the right direction.

Even in Australia, the #BanTheBag campaign was hugely impactful when it was propelled into public discourse by the media, prompting supermarkets to plan their transition to plastic bag free-zones.

So, in terms of effectiveness, these ads work! And in terms of conveying this issue to the public, it’s been done perfectly.

This rousing ad is powerful, poignant and chilling.

For these reasons, it’s a

Marketing Masterstroke

 

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Why Doesn’t My Mailchimp Click Equal My Google Analytics?

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WHY DON’T MY MAILCHIMP CLICKS EQUAL MY GOOGLE ANALYTICS?

The above question, or variations thereof, come up often when talking with clients (and family and friends that want to bend your ear at a get together).

On a side note, I feel for the doctor oft cornered at a party with requests like, “could you just have a look at this mole?” Working in digital marketing, I am more and more finding myself answering questions from IT to Print: ‘I think I have a virus on my computer…’ to ‘how wide should my letterbox drop go?’

But enough about my dazzling social life – back to the job at hand.

Why do I have more clicks and less sessions on my analytics?

It comes down to a fairly mundane answer.

First of all, we make sure that the figures we are talking about are correct. Every once in a while you get a zero from analytics only to find out that a client’s landing page didn’t have the Google Analytics (GA) tracking code on it.

Then, if we are indeed trying to compare apples to apples, it’s usually due to a combination of factors.

But the main contributors are:

  • Click and close: A user may click on the link and then close the page before the page has loaded, which means the GA tracking code didn’t have a chance to register a hit on Analytics. This can happen because the user accidentally clicked the link, your server is slow, they have slow internet and gave up, or they just simply changed their minds. Also, it’s a good idea to have your GA code near the top of your page so it can load quickly and thus track that click… even if it is a bounce.
  • Multiple clicks: A user may click the link multiple times in succession. Like with ad servers, your mail distributor will track all the clicks instantly but GA will only record a session every 30 minutes. So, if a user went to read an article on their computer, changed to another page and then went back to the email to click on the link again to finish reading the article, Mailchimp will have registered two clicks and Google only one.
  • Road blocks: Many people wittingly or unwittingly might be throttling your analytics via use of a browser setting like switching off javascript (js) or having a technology or add-on for their browser that actively blocks GA.

So unfortunately, like with many systems, it’s not perfect, and your numbers will not often marry up 100%. But there should be some consistent differences which will let you extrapolate findings to see what’s working and what isn’t in your emails or other marketing endeavours.

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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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Zuckerberg: A Bad Lip Reading

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Zuckerberg: A Bad Lip Reading

You may not have got exactly what you wanted for from the congressional hearings (Most likely you were out for blood and wanted the entire downfall of Facebook or you just wanted to be reassured that your data would be safe) but what we did get was a buttload of hilarious memes.

And to add more fun to the party are the fine people at a bad lip reading who decided to get in on the action watch and enjoy:

 

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What Will You Do With Your 8 Hours?

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What Will You Do With Your 8 Hours?

Why Digital Disruption Should Be Part Of Your Plan

Most of us spend a third of our hours during the week at work, often in front of a screen, but what do we actually achieve?

Many people complain about not having enough time to do their job because they are busy doing the menial tasks that get in the way of doing the actual job.

When thinking of digital disruption, our minds go straight to household names like Uber, Netflix and AirBNB, and that disruption is taking on a traditional market and providing a better product via digital means (apparently). But if digital disruption doesn’t have to be taking on an industry and building an app that will make you billions, it can be simple. It can be cost effective for all levels and it doesn’t have to be customer facing.

We often use digital disruption tech without being aware, because we don’t associate it with the above well-known examples; teleconference was very different before Skype came around and the cloud collaboration tools of Google and Office 365 are just as disruptive to the way teams conduct business. It’s interesting to note that collaboration tools like Slack, Asana and Trello are considered disruptive even though they are not as multi functional as Google and 365 – perhaps it’s the nature of the beast that the brand history of Google and Office 365 makes them the big boys, the tall poppies if you will, who are are slow moving, out of touch and are in capable of disrupting that which they already have a strangle hold on.

So, what does this mean for you and your marketing team, it means: think smaller… disrupt your team, your office; disrupt your messaging and how you message. Oftentimes we are engaged by a company asking for a new website or a campaign for a new product and we leave after helping them transform the way they do things.

Marketing transformation can take the form of many things including a much more focussed view of digital disruption. Our marketing transformation process is as much about helping you sell or gain exposure, as it is about helping you use your team’s 8 hours.

Whether it is helping you make wiser decisions with which technologies to use, which work is best done in-house and outsource, platforms to connect with, improving templates, implementing marketing automation and chat bots, or just making the process of collaboration with your team quicker – we usually end up leaving our clients with a lighter workload.

The average weekday for me is broken into 3 parts of 8 hours each – sleep – work – non-work. It’s important to always make the most of your time – what will you do with your 8 hours today?

 

 

Photos by Unsplash
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Apple Moves The Needle (Somewhat) With HIV Phone : Marketing Masterstroke or Mistake?

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Apple Moves The Needle (Somewhat) With HIV Phone:

Marketing Masterstroke or Mistake?

This week Apple unveiled a new, red version of the iPhone 8 called (Product)RED. Check out the spot here:

This line of special edition, rich crimson iPhones are different to their silver, black, and gold counterparts in that, a portion of profits is donated to (RED) that is an organisation which aims to reduce the transmission of HIV/AIDS.

Apple partnered with (RED) back in 2006 and has contributed over $160 million to non-profit AIDS organization, The Global Fund. Apple’s contribution is more than the governments of Greece, Hungary, Iceland, New Zealand and Switzerland have given, combined … but is also 0.016% of Apple’s estimated valuation.

During this 11 year period, Apple has made a concerted effort to show AIDS as an important issue, by turning their Apple Stores red, assisting (RED) with app developers, and now, releasing a suite of red products, from Apple Watch bands, to iPhone cases, headphones and even speakers.

Apple states that their partnership with (RED) aims to eliminate the threat of HIV/AIDS in Africa through “programs that provide counselling, testing and medicine that prevents the transmission of HIV from a mother to her unborn child”.

(RED) CEO Deborah Dugan says that “the (HIV) stigma is so strong worldwide” and when sufferers see someone with the (RED) products, they “start talking to them and they know they can come out and then say they have HIV.”

Apple’s commitment to (RED) and the HIV cause is evidently strong, so it must be asked, why did they fail to mention (RED) or even HIV in this commercial. Even stranger than this, when making a purchase in their online store, there is no mention of the partnership. You have to seek the information out.

The reasons for this are entirely unclear.

Likewise, it’s unclear as to how much money goes to the Global Fund.

Apple has stated that, 100% of A PORTION from every (RED) product sale goes directly to the Global Fund … how’s that for spin!

Moreover, it’s safe to assume that this exercise in Corporate Social Responsibility (CSR) is also a marketing exercise to keep the iPhone 8 fresh, after being overshadowed for months by the iPhone X.

And admittedly, this strategy works!

For those globally-minded people who have recently contemplated buying a new iPhone, this Ferrari-red model will surely speed along the process, with thousands more destined to race off the shelves.

The impact of CSR on revenue can be huge, with 64% of consumers in Asia-Pacific saying that they’re willing to pay more for products from companies that have positive social and environmental policies.

On this front, Apple is remarkably savvy.

Like every other Apple ad, it’s slick, swanky and has a killer soundtrack. But in terms of its effectiveness, failing to mention (RED) and HIV was a colossal mistake.

The partnership allowed them the opportunity to have a deep, emotional connection with consumers, and they didn’t leverage this opportunity.

So, for this reason alone, it’s a

Marketing Mistake

 

Follow us on Facebook & Instagram to stay up to date with our weekly installments. Oh, and let us know what you thought of this commercial …

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Capturing The Creative Moment

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CAPTURING THAT CREATIVE MOMENT

Many elements of marketing are paint by numbers (not Microsoft Paint* thank goodness)

We will tweak and explore ideas along the same theme when it comes to targeting for an AdWords campaign, for example.

But the exciting part of our job is being creative (it’s in our name, duh!) We love that feeling when a client sees their new branding, campaign concept or image. Sometimes the creative can be encapsulated in a quick gif even if it took a long time to plan.

Getting that perfect headshot

One of our clients Lisa McGuigan Wines has another perfect example of ‘capturing the moment’ as her hero image on the website we built last year.

We explore creativity, and our Creative Director’s thoughts on the subject can be found in the latest 5 Minutes with Menz installment. Sometimes creativity can be stepping away from a project and allowing that “Eureka!” in the bathtub moment.

Whether it’s a difficult brief or circumventing a problematic circumstance like potential customers not being able to touch the product, it can be tough trying to capture lightning in a bottle. But when it’s done right, well, that’s why we do the job.

If you need help finding the ingredients of the secret sauce, drop us a line.

*To be totally fair, and even though Microsoft aren’t openly supporting MS Paint anymore, some people can use MS Paint with aplomb … like those people that know how to use an etch-a-sketch. Nobody likes these people anyway, stupid showoffs.

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