Marketing
Hiring a Web Developer Versus a Web Company
Posted by Jennifer Maxfield in Design, Marketing, Web on November 3rd, 2009
Hiring a Web Developer Versus a Web Company
When you are looking to design or redesign a web site, it’s a good idea to get multiple quotes. Often times, the pricing will vary from company to company. Some times, we as an agency quote against a single individual, often a developer who knows how to program web sites. Although, this may be a great option, as it is often less expensive to use a developer instead of hire a web company, there are some things you should consider before committing.
1. Redoing the web site is usually more expensive than doing it right the first time. A web site is not only a monetary investment but a huge time investment, and usually, you get what you pay for. All developers / web companies are not created equal, so make sure when you are comparing quotes that you realize the difference between a developer and a web company.
2. Web developers will often expect you, the client, to drive the strategy of the web site. There is a lot involved in how a web site is put together; what should go on what page; how the site should be organized; what the functionality on each page should be etc. If you are comfortable providing that type of direction, a web programmer is probably a good option for you.
3. Web developers usually don’t come up with your key word strategy or your copy. The client in this scenario often has to provide the copy to the developer and then the developer will drop that copy in to the design. There is often times not a back and forth, consulting, copy-writing role when working with a solitary developer.
4. Developers have a very distinct way of designing. Usually, there is a web designer and then there is a back-end developer, at least two people working on one project. When working with an individual developer, if you are going for a certain type of look, or a certain level of sophistication with your site, I suggest asking for design examples, and make sure they were the one’s that actually designed the site, not just programmed it.
5. Developers are more accustomed to working on one project per day. Multi-tasking, meeting with the client, organizing feedback, providing updates, taking notes on revisions, translating direction and proofing are all examples of tasks that a lot of developers are not extremely comfortable with. This role is typically filled by a project manager or account executive when working with a web company. This individual would manage the job, serving as the liaison between client and artist. This individual is specifically trained to work with the client and make sure the vision and direction of the client is noted and realized.
6. Developers often times do not provide very in-depth proposals. This means, that you don’t have a very clear picture of what is included, which can be problematic. It’s often good practice to have a very detailed and accurate outline of what the web site scope of work is so you know for sure that what you want is indeed understood, and more importantly, that the final product meets your expectations and objectives.
7. Because search engine optimization starts with a SEO-friendly design and programming, make sure that your web developer or web company understands how to design for search engines. Good on-site SEO is very important when investing in a web site, as you want to position your site to grow in search engine ranking over time. Also, you may want to find a web company that can also implement an off-site SEO campaign, like link-building for example. (It may also be helpful to work with a social media web company, so you can integrate all of your online efforts with your web site design.)
Web developers are a really great option for clients that are technically-savvy and confident in their writing skills. It’s also a good option for people that can package and deliver exactly what they are looking for and don’t need the consulting or strategic management indicative of an experienced web company. Also note the additional time commitment on the “client” side as you will be the primary driver for the project. In my experience, if you want a 20 page web site complete in 2 months, estimate out on average 2 hours a day at least if you have to create the strategy and web flow chart, work personally with the developer and write and edit copy.
My final word of advice would be to ask for references, for a developer or a web company, and then actually call the references!
Good luck on your web ventures!
It’s Time to Personalize Your Marketing Efforts
Posted by Kelly Bosetti in Advertising, Business, Current Events, Marketing, Web on June 9th, 2009
Getting personal with your marketing used to mean just getting through the door. But like CDs and sushi bars, this fad has moved into a traditional mode and is now what some like to call “the norm.” In today’s advertising world, “the norm” isn’t good enough, strong enough, or different enough to get noticed. Homebuilders have to be willing to go the extra mile and get plugged into new marketing strategies to get the results they want.We all know that the housing market has changed significantly over the past year. We also know that traditional marketing is no longer working. So it’s time to get creative and get down and personal with your marketing. How do you do that? With personalization marketing campaigns that grab your attention. You might’ve seen it; you might’ve heard of it. Now it’s time to introduce you to what makes it work.
There is a psychological factor that comes into play when using personalization in marketing. People want to feel special, unique and understood. Marketing that plays on those emotions makes your company more favorable in buyers’ eyes. Personalization marketing campaigns allow you to tailor your message to each individual, pressing their hot buttons and piquing their curiosity. The buyers feel like you are really getting personal with them and know what they want, which reinforces their bond with your company.
While the product has many names, the best way to define Variable Data Printing (VDP) is personalized printing. It’s a form of digital printing that allows you to get personal with direct mail by playing on the needs and desires of each consumer, and communicates one-on-one with them.
VDP permits text and graphics to be changed from one printed piece to the next, without stopping or slowing down the printing process. People like to see their name. It grabs their attention leading to an increased response of 10-15 percent on direct mail campaigns.
Your mailer is designed with a basic layout displaying your marketing message. Each piece is then printed with a different person’s name and graphic that will appeal to the individual. For example, the mailer might say something like “Jill, join us for our model grand opening at ABC Community.” The piece might have the same layout as the others, but a few of the graphics are tailored to appeal to Jill’s interests that have been determined through a targeted list and database. It might have a photo of a specific model home that she would be interested in and lifestyle graphics that play on her emotions as a female.
Now you know about personalization and variable data printing, but how do you use these tools to enhance your marketing campaign? With a new four- letter word- PURL. A PURL is a Persistent Uniform Resource Locator, more commonly referred to as a URL or web address. Its function is to point the consumer to a customized landing page instead of directly to a company website. Consumers receive this personalized URL mainly by email or direct mail.
How many times have you gone to a general website and weren’t able to find what you were looking for? A PURL will help eliminate frustration and wasted time by leading consumers to the information they want to see, when they want to see it. What better way to get them plugged in than delivering it to their door! Studies have shown that over 80 percent of potential homebuyers start their search online, and nearly 33 percent of direct mail recipients prefer to respond online. Offering personalized web addresses provides them with the option to do both.
Here’s how it works. Jack receives a VDP mailer that invites him to type in his Personalized URL for more information (i.e. jack.hammer.abcbuilder.com). After typing in the PURL, he ends up at a landing page built specifically to match the direct mail piece that was personalized for him. Jack will then confirm his contact information and answer a few survey questions about what he’s interested in and boom… the next page that pops up has exactly what he was looking for; a specific community with a floor plan and amenities in his price range. Jack is also able to register for additional offers and promotional items as well. It’s faster, it’s easier and, most importantly, it saves Jack’s activity for additional
follow-up.
The hardest part of spending marketing dollars is actually seeing your return on investment (ROI). Studies have shown that there’s $122 ROI per $1 spent on marketing with PURL campaigns, indicating that they work. And the best part is they produce almost immediate results by tracking exactly who visits the web destination and what they’ve clicked on. This real-time data is used to send you comprehensive reports with campaign response rates, visitor patterns and detailed lead information allowing you to follow-up with sales leads as they come in. With traditional ways of marketing, it is difficult to track these results.
Times have changed and marketers need to know immediately what’s working and what’s not. They can’t wait months to find out. After all, there are such things as minute rice and instant pudding, why not instant leads?
It’s time to get real. People don’t communicate like they used to, and our marketing has to cater to that. Companies should not only be looking for new ways to get in the door of their consumer, but ways to interact with them. Everyone is looking to increase response rates, so why not put your money where your mouth is? Stand out from your competitors, be unique, and get personal!
Fish Are Feasting, Don’t Let The Pond Dry Up
Posted by Liz LaJoy in Advertising, Marketing on May 29th, 2009
We have a pond here at CEA Marketing Group. In better times it was filled with life. However, lately it reminds me of our economy, seemingly drained with the drought destined to go on and on. It’s so drained that instead of one pond there are two little pools separated by rocks. There is a giant goldfish that hangs out in what is left of the larger pool. I know he is a giant because I can see him from my window upstairs, without my glasses! I marvel at how he has been surviving, hiding in the deepest part of the pond. Acting as though everything is fine.
A crane likes to stalk around the pond and I fear he will have an easy meal if the water evaporates any further, a snake skims by. I look for the fish every day. Hoping he is still there. If he can survive waiting and hoping and praying (do fish pray?) then why can’t we? But still I worry. Our drought has lasted four years. Floridians are now tapping into the aquifers for drinking water, not a good thing. Even if we have a normal summer pattern with a 20 minute downpour each afternoon, I wonder if this will ever be enough to fill the pond. I would have to be like the fish and not be frantic about the situation.
Meanwhile, if our economy seems like it is in a drought, you need to know what smart, progressive businessmen and women know: now is the time to seek out new business. Now is the time for entrepreneurs to fill spaces left empty. It’s time to reach out and get new clients that have been left standing by a closed door. Now is the time to let people know that you are still here and not going anywhere. Share your loyalty and show your strength. Now is the time to move ahead. Invest. Advertise. Let your clients know that you are still going strong and positive. You are in this with them. And we will come through this together.
One day last week it started to rain. It rained all day, quite rare here, and it rained the next day. It rained on and off for three more days. The pools filled up and fell together and the pond was whole again. I was elated. I saw the goldfish gliding through the water on the second day. I imagined that he was happy. I was happy. On the third day the entire pond area was alive with wild sounds. Insects and bugs of all kinds were shouting out. We could hear them from the art room upstairs and from the conference room downstairs. They were loud and raucous, celebrating the end of difficulties and the beginning of fresh times. They were breathing easy and ready to pick up where they had left off. The party lasted well into the afternoon and made me think, maybe our economy is not far behind.
Now is the Time for Going Truly Mobile
Posted by Dave Dubreuil in Advertising, Marketing on May 11th, 2009
Indeed, mobility, in terms of telephonic-based communications, has become ubiquitous in everyday life—on a truly global scale.
What was once simply a means of sharing spoken words cell phones have evolved to become a traveling information submittal and retrieval device, entertainment center, educational resource, camera, video recorder, gaming palace, geo-locator, social messenger, plus a whole lot more.
And, with advancements accelerating at an almost exponential pace with respect to hand-held technology, it’s no wonder that savvy folk quickly realized potentiality within the realm of advertising.
By now, most of you—unless living in remote hermitage—have heard of and/or actively engage with text message-based advertising. While these campaigns certainly have their place in the overall “marketing mix,” such activity is considered “old school” by the 1s-and-0s promo techies.
Today, the buzz is Bluetooth marketing which is already widespread in Europe, yet just beginning to make its way to the states. Below are two scenarios depicting how both consumers and small business owners could benefit from Bluetooth marketing.
First scenario (consumer perspective): Suppose you are a busy sales exec, going from one meeting to the next via plane, and land at your third airport for the day. Things have been so hectic that your personal secretary could never keep pace with accommodating your travel itinerary. When landing, you are hungry; you have no hotel booked, and a rental car needs to be secured right away. While hustling to grab your bag from the conveyor belt, you spot an engaging kiosk that says it can satisfy all these needs—instantly, right from your cell phone. All you need to do is enable the Bluetooth function, if it is not “defaulted” already. Instantly, the required info appears on the screen of your hand-held and all arrangements are made through your phone’s Internet connect. These proximity advertisers—the restaurant, hotel and car rental agency—gained another paying customer.
Second scenario (small business owner perspective): Let’s say you have a bar and/or lounge that’s nearby or just a few clicks away from a major entertainment, sporting event and concert arena. You’ve tried plastering flyers on peoples’ car windshields in the parking lot, but it has not generated any tangible results. Worse, you’ve received calls from angry people complaining about your flyers stuck under their wiper blade. How can you get this fertile source of potential business into your place of business to part with hard-held greenbacks? One viable solution, employ proximity marketing. You’ve got a couple of willing cocktail servers working for you, why not sent them out to this nearby venue as proximity marketing “hotspots,” walking the parking areas before and/or after the events? Simply equip these ladies with a compact, “backpack-style” walking billboard along with a battery-powered mobile proximity device; let them stroll around, and see how many folks “ping” on their cell phones to receive information, directions, special, discount offerings, etc. you want to present. It’s simple, straightforward, and bottom-line business enhancing for sure.
Bluetooth marketing has the power to reach cell phone users, which in today’s world is about 80 percent of the population. The technology is a win-win for both businesses and consumers. Businesses have a new and unexplored marketing channel to reach out to potential clients and consumers have real time access to those services.
Advertising: Keeping the Storm at Bay
Posted by Kelly Bosetti in Advertising, Business, Marketing, New Media, Public Relations, Social media, Web on April 21st, 2009
The biggest mistake most companies make during a financial storm is freezing all marketing dollars instead of finding a way to dance in the rain. In a recent survey conducted by the Association of National Advertisers (ANA), 77 percent of marketers say they plan on reducing their advertising budgets. These budget cuts usually include every niche of marketing except web-based.
Is this the best strategy to weather through the storm? The simple answer is no. In the current economic environment building name recognition and brand loyalty is crucial to empowering consumers to buy. Maybe its time to do some flood control with our marketing efforts by investing in a multi-channel advertising approach as opposed to fishing for the cheapest bait and hoping to get some bites.
A multi-channel advertising approach is the best strategy to reach consumers. It’s important to spend money on traditional advertising like billboards, radio, television and print to drive consumers to a web site. Once a company has saturated themselves in the market than social media is a viable option to continue promoting the business and attracting new business. Social media takes time to build relationships encouraging people to check out the company’s new Facebook, blog and Twitter accounts. The Internet has made unbelievable amounts of information accessible, but it also has contributed to the information overload consumers complain about, so it’s important to provide relevant information.
Now is the time to put a strategic advertising campaign in place. With so many businesses cutting their advertising budgets, think about the market share available. Also several media outlets are running specials or have discounted rates. Consumers are eager to hang up their rain coats and begin spending during sunnier days. Already, they have begun paying closer attention to their mailboxes and inboxes looking and researching for the best deals. A successful marketing campaign does not mean you have to purchase the Rolls Royce limited edition. Smart companies are advertising with al carte options that appeal to their mission.
So before allowing the rising water to swallow up advertising dollars, think about investing in a marketing plan that will have financial survivors shopping again.
EVENTS ON A DIME
Posted by Deborah Pauley in Advertising, Events, Marketing, New Media, Social Networking on March 4th, 2009
With marketing budgets shrinking, many companies are electing to hold off on events. However, you can have a fun and effective event and keep it within your budget. Here are just a few suggestions:
1- Use social networking. By utilizing your Twitter, Facebook and other media to promote your event, it gives the recipients an opportunity to pass along the invite. Kind of like that old Clairol commercial, “I told two friends, and they told two friends, and so on, and so on…”
2- Grab your partner – Using your connections, invite your suppliers or dealers to help with the cost of food/drinks in exchange for a booth space to promote their product.
3- Use a Cause – This is great PR for any company! By showing that your company supports a local charity, the word will get out quickly. Offer space for the group and be sure to have any items they seek included in your event information. (Be sure to keep it economical)
4- A Theme is just a theme – NOT! People want to have fun now so why not promote your event with a theme. Look at the calendar or what local events are coming up and tie into those. People usually remember the fun ones for a long time!
5- Smile! – While people don’t really like have a candid camera in their face while scarfing down on an appetizer, be sure to get plenty of group shots and post them to your social networking sites. When people see the fun event their friends went to, they’ll be sure to try and make the next event you have!
The Web, Evolved (and You)
Posted by David Alexander in Advertising, Business, Marketing, New Media, Technology, Web on March 2nd, 2009
“Hello, my name is Dave.”
“Hello Dave, nice to meet you… so what do you do, anyway?”
“I work as a Web Developer over at CEA Marketing.”
“Oh, cool.”
This is inevitably followed by a blank stare. It’s at this point which I’m always torn, do I go off on some suitable explanation of “web developer”, or do I just move on. Sometimes I use the word “programmer”, which seems to give non-techies a better picture, but I try to avoid the (unfortunate) nerd stigma as often as possible. Fact is, I help make the web work, writing custom-made software that runs on the web. As you may know, the web is a network of computers that has rapidly matured into a platform for providing all kinds of services. You probably use many of them: shopping at Amazon, auctioning at eBay, checking your email on GMail or Yahoo, searching the web with Google, IMing friends or networking on Facebook, checking your bank balance and paying bills online; they’re all applications that run on the web, built by web developers.
Sun Microsystems, most prominently known for their development of Java, says “The Network is the Computer”, and it’s true. What good is your computer if the internet is out? I don’t even bother to sit down at mine if my internet service happens to be out. The web was originally built as a method of sharing textual information, a task at which it still excels, but is has grown to be far more than that. The web has advanced so much in fact, that in the near future it is even poised to replace giants like cable television, print newspaper, broadcast radio and landline telephones for a very large portion of the consumer base.
The modern web is a highly visual medium, and is fertile ground for advertising and sales. Marketing agencies and the businesses they serve have quickly embraced this new platform as an incredibly powerful, interactive, and cost effective 24/7 outlet for reaching customers. Due to its interactive nature, marketing agencies need programmers to make the web work, to make it do things besides display unchanging text and pictures.
Life moves quickly, arguably faster in technology that anywhere else. The web is at the cutting edge of this tide. It’s therefore advantageous for companies to understand and consider the possibilities of web applications when they approach a marketing company that offers them. Just like traditional software, web applications can be built to offer almost any sort of functionality you can imagine. From processing sales, tracking conversation rates, and promoting customer feedback to managing customer databases and more. Web applications are the most cost effective way of increasing efficiency for any business.
Web development is a custom-tailored solution, so be sure to include questions about development in your dialog with a marketing agency. Consider it more than just a website, more than a brochure online; it is a tool, an organism, a machine that works for your company, it has no limits as it is naturally an extension of the abilities and functions of those who create it (by way of us, that’s you!). Programming is about solving problems, so when you consider a website or web application for your business, consider the problems that you have, inefficiencies that slow you down, or abilities that you don’t yet have at all, and see if they can’t be solved with a web-based application.
Top 5 “Duh” marketing tips that a lot of companies don’t do!
Posted by Jennifer Maxfield in Advertising, Business, Marketing on February 20th, 2009
I’m on the account service side, working at CEA Marketing Group, a full-service marketing and advertising agency in Clearwater, FL. I work with clients – all types. From big-buck, big-brand names to small mom and pop shops.
In this economy, I do feel that marketing is extremely important, and that doesn’t mean spending a ton to advertise and get your name out there. If you do choose to advertise, here are my five, somewhat random thoughts that you should consider:
1. Define a budget.
Before you decide to advertise, make sure you have a do-not-exceed budget in mind.
A lot of times, clients will call and ask for a plan or ideas before they have a budget. Chances are, you will get a proposal that far exceeds what you had anticipated spending or what you can afford. With a budget in hand, the planning and strategy process is much more concise and accurate.
2. Define a measurement of success.
If you commit $5,000 to a campaign, what would be a positive return on investment, and be realistic with your goals. The best way of setting realistic goals is to have some knowledge of the cost per “sale.” Make sure to share these goals with your marketing partners and your staff. Everyone needs to understand the company’s expectations and objectives; otherwise, you’ll never be able to measure success.
3. New business acquisition.
It will be important to understand when going after new business that the time investment and also the monetary investment will be greater. For people that don’t know you, it’s a much longer selling process. Another important point is you have to know who your target market is in order to go after new business effectively; otherwise you’ll be shooting blanks and wasting resources.
4. Leverage your database.
It’s surprising, but a lot of businesses neglect the potential for a successful database. Meaning, every customer, every meeting, every unit of traffic should be put into a database. Now, you can buy fancy software to track leads and sales, but really all you need is excel. Keep a running list of your past clients and new ones, their names, address, email, phone, what they purchased etc. And, try and keep this as clean as possible. Marketing to people that already know you, and better yet, have “used” your services or product in the past are golden! In comparison to new business, your database will have a shorter response time, and take less money to convert.
5. Always have a LIVE person answer your phone during normal business hours.
(ESPECIALLY IN TODAY’S MARKET!)
This is very important. For some reason, in a bad economy, even though everyone understands that people are losing their jobs, that companies are under-staffed and having to wear multiple hats, the expectation of better customer service is greater! Remember, that customers’ attention spans and patience levels are oftener shorter, and nothing is more annoying than an automated message. Sure, you can find the person you want to talk to you if you have their extension, but who really has that number? Whether it’s a cell phone you have strapped to you at all times, or whether all the employees chip in to answer the phone, make availability a priority. They can’t, and a lot of times won’t, buy from you, if they can’t talk to you.
Left Brain vs. Right
Posted by Jamie Dodd in Advertising, Business, Copywriting, Marketing, New Media on February 18th, 2009
In the agency world, I’m an oddball. Many would say that I’m an oddball in general, but that’s beside the point. Ever since that first assignment in my sophomore year copywriting class at Florida Southern College, I wanted to be a copywriter. I knew I had a gift—at least people told me I did. All I dreamed about was seeing something I wrote in print or on the air. I finally got my chance when I joined the creative team at the Lipphardt Agency in Tampa.
Within a month, I had written my first national TV spot for SunJet Airlines (which shortly thereafter filed for bankruptcy—no fault of mine, I might add). Over the next four years, my fellow right brainers and I brainstormed and concepted our way to win over one hundred awards for creative excellence. We basked in our quirkiness. We celebrated our zaniness. We turned “the pit” into anything but the pits.
But then one day, all of that changed.
You see while my right brain was busy being all creative and stuff, my left brain secretly somehow had been playing its own little game. During client pitches, my left brain was paying attention to the research and the numbers and the statistics—all those things that made my right brain want to turn in to Jell-O. My left brain somehow taught itself how to connect those numbers to reason. My right lobe discovered my left lobe’s betrayal and they’ve been at war ever since.
My former creative partners insist that I have gone to the dark side.
But how can they? How can they not see the beauty in what true research tells you? Whether it’s a focus group or a mall intercept or a trend article or a fully blown-out quantitative target segment analysis or segmentation study (OMG, I’m drooling!), research tells a marketer so much. Not just about who your target is, but also about their media consumption, their interests, behavioral patterns—even the messaging that they’re most likely to respond to.
The right side of the brain, aside from tuning out all things numeric or analytic, doesn’t like that. Research brings out its defensive side, and the two sides argue.
RB: Well that takes all the creativity away.
LB: How so?
RB: I wanted to use a talking baby.
LB: The research shows that most women in our target demo expect to start a family within the next two years. Why can’t you use a baby?
RB: Well… because… because… well, it’s just not as much fun if it makes sense!
LB: Besides I think a TV spot like that would be great based on our media schedule. Our research tells us that we should be placing spots on networks like WE, Oxygen, HGTV, Food Network, Lifetime. They’ll LOVE your talking baby.
RB: Well that media plan isn’t very creative.
LB: Whattya mean?
RB: Well you didn’t really create it, did you? That ‘research’ of yours did all the work for you.
LB: I did plenty of work! I mean all those data fields didn’t cross-tabulate on their own!
RB: Ooh! Big word man!
LB: Look, why don’t we float the idea past a focus group to see if you’re on the right track?
RB: NO!
LB: Why not?
RB: Remember that last focus group when that one lady said she didn’t like the creative?
LB: Yes.
RB: I didn’t like her.
LB: Yeah, well, we ran the campaign anyway because you wouldn’t stop whining and it was a flop.
RB: When did you become… such a… such a… boobie-head?
LB: Boobie-head? Is that the best you can do, word boy?
And so on.
So anyway, when you’re trying to figure out your next campaign, take some time and do some research. It can make everything from your creative to your media planning and public relations strategies much more successful and on-target. Doing it right isn’t free—but if you take the time to work with someone who understands how to structure a research project effectively, the return on investment can be staggering.