Archive for July, 2010
Off The Grid
Enjoying a summer break before the kids go back to school. Recharging for the Fall. Look for our next post the week of August 9.
Microsoft Gives Employees Windows Phone 7
Back in April I wrote about the importance of making your employees ambassadors for your brand. The blog entry was prompted by a WSJ story talking about Steve Ballmer of Microsoft being frustrated by the number of employees using iPhones.
Fast forward three months. According to Stan Schroeder on Mashable, Microsoft will be giving its 90,000+ a new Windows Phone 7.
What better way to get people talking about your product then to get your employees talking about it first.
Why You Might Want To Consider Having An Active Facebook Page
There is significant debate over whether creating and managing a Facebook fan page is worth the time and investment.
A recent study conducted by Syncapse and Hotspex suggests it is. In their June 2010 review of 20 consumer brands, ranging from Nokia to Secret to McDonalds, they found:
- The average Facebook fan spent $71.84 more than the non-fan on a given brand
- They are 27.7% more likely to continually use the product
- They are 40% more likely to recommend the product
- Affinity for the brand is 2.5 times that of the non-fan
Furthermore, Syncapse and Hotspex positions the average fan value at $136.38 versus a non-fan, using a formula that incorporates actual spend, loyalty, recommendation, earned media value and acquisition,
It’s no surprise that people who “like” a brand on Facebook have a greater affinity for a brand; Syncapse and Hotspex has now assigned a dollar value to it. The whitepaper can be downloaded from Syncapse.
If your audience is on Facebook, it’s time to reevaluate how you can interact with them.
Timing is Everything
Last week I wrote about having a crisis communications plan for when your competition is having a crisis.
In light of the recent events with BP in the Gulf of Mexico, Shell is taking an aggressive proactive approach touting the work they are doing to improve fuel efficiency and alternative sources of energy.
With this in mind, imagine my surprise when I saw a billboard in Atlanta announcing Gulf Oil. The Legend Is Back.
It appears that Gulf Oil, much like Shell, is trying to leverage BP’s misfortune to their advantage by expanding into the Atlanta market.
I know Gulf Oil is a reputable company – with no involvement in the current crisis – and has been serving the Northeast for decades. Unfortunately, their timing is off. I’m just not sure this is the best time to put the words “gulf” and “oil” together – especially in the South.
Is Shell Exploiting BP?
In recent weeks, Shell Oil has increased its media presence through aggressive advertising. Ads highlight Shell’s Eco-marathon car race where this year’s winner was able to travel “8,870 on the equivalent of one gallon of fuel”.
As a marketer, you have to appreciate the speed in which Shell got their message out, and their approach to differentiate themselves against the backdrop of BP’s Gulf disaster.
Companies tend to have crisis communications plans in place when they are the ones in crisis. Equally important is having a plan in place when your competition is in trouble.
Ask yourself these questions:
- Are you prepared to take advantage of your competition when they stumble?
- Do you have a strategy in place to set your company apart if your competitors’ actions hurt your industry’s image?
- What are your plans to assure your customers that what happened to your competition won’t happen to you?
Being prepared isn’t exploitation. It’s smart business.
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