Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
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Are Apps Necessary Or A Marketing Distraction?

Is a marketing app a good idea for your businessWhy Do You Need An App?Is a marketing app a good idea for your business

I often hear people say they need an app. But when I ask them why they are a bit vague.  

I get answers like: –

Everyone uses apps these days.

I attended a conference and the speaker said it was essential

A sales person proved how effective apps were for their clients

Oh .. and a load of other reasons are given.

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Email Marketing: Is “No Reply” Your Real Name?

Email Marketing Is Big Business; But So Easy To Get Wrong

If like me you send or receive a lot of emails you’ll probably realise that most emails go unopened. The reasons are various and mostly avoidable.

Let me give you just two examples of things that often go wrong in email marketing that are easy to avoid.   

The Number One Email Marketing Mistake is the Subject Line

An intriguing, provocative, interesting, helpful subject line has me opening the email.  

Boring subject lines get ignored.  

I’m quite typical when it comes to this.  Most of us ignore boring, irrelevant or obtuse subject lines.

 

The Number Two Reason Emails Don’t Get Open is the From Box 

Look at the image above.

It is from noreply@…. it doesn’t matter which business comes next they don’t want me to reply.  So why would I open this email?  I didn’t!

People prefer to do business with people they know, like, trust and respect. 

So we tend only to open emails from individuals or organisations we know, like, trust and respect .  So it is essential we ensure people can see who the email is from. 

 

Most marketing isn’t rocket science.  Certainly we can all improve our email open rates if we follow these simple rules.

Are you getting this right? 


Why You Must Nudge Your Customers & Prospects

Eyes Can Be Used as a  Nudge Marketing TechniqueThe UK Government Uses a Behavioural Insight Dept (Nudge Unit) And You Need To As Well. 

 

You may not have heard about “Nudge” marketing, but it is everywhere with many large companies and governments using it. In fact the UK government formed a Nudge Unit several years ago (it is now privatised but was based in Downing st for a while.

On their website they explain that they use insights from behavioural science to encourage people to make better choices for themselves and society

The image opposite shows how a council is using nudge to keep the streets clean.

Nudge tries to encourage people to do things rather than using legislation to make them.

 

How To Use Nudge Behavioural Strategies in Your Business

When I talk to businesses about using Nudge Techniques they struggle to see how they can do this.  Well it is surprisingly simpler than you might imagine.

Let’s take the situation where a business uses a honesty box to take payments. It might be a bar in a small hotel or guest house,  a smallholding selling vegetables at the end of their drive; the principle even applies to a small shop trying to deter shop lifting. 

What these businesses can do is to put a picture of some eyes above the honesty box. 

It reminds people that they might be being observed.  In tests this has been found to reduce thefts from unsupervised areas. It doesn’t stop all thefts but it does reduce them.

 

Is Nudge a Popular Marketing Technique?


Who the UK Behavioural Unit (nudge unit) works withIt might surprise you to discover just how widespread the use of nudge is … this image is a screengrab from the Nudge Units own website.  Nudge is used by a lot of government departments.  

 

 

 

Nudge doesn’t consist of just a pair of eyes where theft might occur.

You can use it on your website, in your product lists and catalogues and even in your menus.

Yesterday I worked with a restaurant and showed them how to place items on the menu to maximise profit. For example the wine that sells best is often the one that is slightly higher in price than the cheapest.  Wine buffs will buy what they like and those less knowledgeable will often buy on price.  But they don’t want to look cheap so they go for the second cheapest on the list. If you ensure that has the best margin then you will maximise profit.

Likewise it is possible to layout the menu in such a way as to encourage sale of any item.  

Another useful way to increase sales in a restaurant is the use of the “desserts trolley”. Wheel the trolley to the table and then ask if they want to buy and they are more likely start to salivate and buy! 

If you don’t have a dessert trolley carry a sample of one or two dishes to the table.

And if you want to increase bookings go onto the street with samples and a booking form.  Do it at lunch time when people are hungry and a good proportion are likely to book.

Nudge is here to stay.  How will you use it?  


Brands Issues at Ahamay

YamahaBusinesses Can Spend Millions on Their Brand; But It Can Soon Fall Apart.

 

We all know brands are important, especially to big business.  But you can spend millions building a brand only to find that things go wrong.

Take for example Ahamay.  They are known internationally for everything from music to motors.  

Have you heard of them?  Is it a brand you are familiar with?

Ahamay were flying the corporate flag in Portugal when I was there recently.  

The only problem was I didn’t recognise them as a huge international brand because they had made one very simple mistake with their branding.

 

You see their flag was printed so that the writing could be read from either side of the flag – lined flags are much more expensive, so they have gone for the cheap option.

Amahay are in fact Yahama … but only on one side of their flags!.  As Yahama they are well recognised.  But as Amahay no one really recognises them .. and if they do they laugh.

 

In marketing we need to look at every situation from various perspectives.  How we see it may not be the same as how someone else sees it.   

We’ve all made mistakes in marketing, certainly I have.  The trick is to spot them before everyone else does.

Finally let me tell you about a succinct strapline that was pointed out to me recently. The competitor of one of my clients were offering the chance to “learn business from the inside”.  By this they meant they were providing the opportunities to work in a business and learn from the experience.   My client liked the concept until I pointed out that the phrase could be perceived in an unintended way.  Being inside means to be in prison, so some people may think this is a training course for people being detained at Her Majesties pleasure (for my non English readers being detained at Her Majesties pleasure means to be in prison until such time as Her Majesty, the Queen, decides you can leave!).

Sometimes our straplines, headlines etc can be read in several ways.

When Lewis Smith from The independent interviewed me recently I reminded him how Rolls Royce allegedly nearly had a similar problem with their choice of words.  In the 1960s they were going to name one model the Silver Mist.  Eventually they choose Silver Shadow as “mist” in German means manure. 


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