For example when he was working on time and how things could happen simultaneously he thought about a man stood on a railway station. He saw two bolts of lightning simultaneously strike the station platform on each side of the man. Then hr considered a woman passing the man on a rapidly moving train and thought about what the woman would see. In his mind he could see that if the woman passed him at the same time as the lightning bolts stuck she would be moving towards one bolt and away from the other. He realised that for her they would appear to strike a few moments apart. From this he deduced that speed affects what we see. What fro him was simultaneous wasn’t for the woman.
Society is Diverse; Your Audience is Probably Diverse. But Are You Catering For Diverse Audiences Online?
I see a lot of public bodies and companies claiming to be diverse. Some even put up welcome signs at their entrances or in reception.
But the place where huge numbers first encounter them, online, is often forgotten. For example. I frequently work in the education sector. But I can’t find a college in the country that has it’s website available in any of the European languages. Or in those of the main UK ethnic groups.
So I set out to see how easy it is to translate a website into a number of languages. I started with five languages and am now up over 20.
It was amazingly simple. So why do so many organisations ignore the opportunity to be diverse on their website?
The following video focuses on further education (FE) websites .. but could apply to any sector .. and explains a bit more.
If You Want To Increase Sales Website Conversion, or Other Call To Action Results, Use Video In Your Website Header or Banner
For months I've tested how to get the best website response rate and way ahead of everything else we've tested on numerous websites is a compelling autoplay short video with a strong call to action
Depending on the product and audience it usually works best if there is a voiceover. And if you are focusing on getting returning customers to respond (they often get forgotten), make sure they see you and hear your voice.
Advertising on TV Has Always Meant Expensive Contracts & Adverts Running on TV Channels .. But No More High Cost and Contracts for TV Adverts
The way people consume online content has changed a lot in the last few years. It used to be people sat and watched TV in the evenings and consumed online via PCs or, more recently, via mobile devices. But the two are now merging.
Online content, such as YouTube, is now consumed via the TV. And because it is relateively low cost to advertise on YouTube, (it costs a fraction of contracted TV channel ads), we can now advertise on YouTube and people will see the advert on their TV screens.
And with more and more TVs being ultra high definition that means we can produce high definaition ads and gert those viewed on widescreen TVs. The opportunities with this are huge.
But there’s more. Google research demonstrates that YouTube and other content is now being consumed during prime time. So you can use low cost, high impact ads to hit a lot of people during the evenings. Low cost volume is possible.
And once people have consumed your ad its an easy step to get them watching your YouTube channel .. and signing up for even more content.
I have just completed reading Stefan’s book on the marketing of hospitality. I found it outstanding from both the strategic point of view Stefan adopted and the many practical suggestions he offered. And his wonderful, slightly quirky self shone through, which added delight to the entire experience. Check Molly’s Place, A Bar & Grill, in Grenada, MS a year from now and see how we are doing!
I've had the privilege of working with Stefan on two book projects, and I have also benefited from his marketing wisdom in a private mastermind group. The man is a consummate professional, and he backs it up with a hilarious sense of humor. I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have had the pleasure of working with Stefan on two occasions and was thoroughly impressed both times. His marketing knowledge is excellent and he has the ability to execute a task to a high standard all the way through to completion.