R2 Marketing, LLC

Due to an unusual travel schedule the last two weeks, I’m playing catch-up this week with an expanded group of articles.

Front-line Employees are Key for a Successful Loyalty Program

So many companies forget this simple fact: your front-line employees are the ones that sell your loyalty program; they are the “face” of your brand to the customer. Employee acceptance of the program and evangelism to your customers are critical components of the program. If the front-line doesn’t buy it, they will not sell it. No doubt about it. This excellent article from Colloquy provides the steps that leadership can take to open the dialogue with front-line employees.

Colloquy Article

Did It Work?

For the last couple of weeks, everyone (especially the media) has been captivated by the Old Spice Guy. The 180 personalized videos that were posted to YouTube were highly targeted to social media influencers, industry leaders, celebrities and some average Joe’s. So has the campaign increased sales?

YahooTV has the answer (and Old Spice’s response)

Free Ebook from Seth Godin

Seth Godin is giving away an ebook addendum to Linchpin. It’s free. It’s Seth. What’s not to like?

Free Seth Godin Ebook

Interruption vs. Engagement

This article from AdAge sparked an interesting discussion of general advertising vs. social media and how that results in sales. Make sure you read the comments for alternative viewpoints. I’m definitely on the side of “both.” It is not a “zero sum game”.  We should always consider all the tools at our disposal as part of a comprehensive marketing strategy.

AdAge Article

The Experience Gap

Scott Stratten provides an interesting case study of his personal experience with coffee. He theorizes that it is not usually a momentous event that alienates your customers. It is a combination of many small problems. Eventually, your business has created a gap that allows the competition to slip in the space. Very good lesson for anyone who’s in a customer service business, and isn’t that just about all of us?

Article from Scott Stratten at UnMarketing

How Clorox Entered the Social Media Game

Mike Stelzner of Social Media Examiner interviews the Social Media Architect of Clorox, Greg Piche. Greg discusses how Clorox stared their social media program. He also explains how they incorporate a points system into their Facebook page, and how Clorox addresses different audiences – consumers, employees and vendors.

Video from Social Media Examiner

Does Social Media Produce Business Leads?

Many companies continue to struggle with social media as it relates to measuring sales and ROI. A new study finds that BtoB customers who visit websites from Twitter and Facebook, are more likely to interact with content than the “Contact Us” form. This article from American Express’ Open Forum argues that while these visitors may not directly result in sales at this time, these interactions are still important to the future growth of a company.

Article on American Express’ Open Forum

Kmart Online Reviews Go In-store

Kmart has started an interesting pilot program to connect their online community with visitors in-store. Select video game reviews written by customers online will be posted in store. It is a very clever way to bridge the gap between online and traditional point of sale. I will be very interested to see how it plays out (pun intended.)

The details from the Kmart Blog

Leadership – Earn Credibility Before You Can Gain Respect

This article is an interview with Dawn Lepore, Chairman and CEO of Drugstore.com. She makes many good points about the nature of leadership.

Article from the New York Times

Groupon Moves Into Cause Marketing

I’m a big fan of the Groupon business model and have watched their explosive growth with great interest. This month, Groupon announced the formation of the G-Team to match causes with merchants. This program, currently a pilot in the Chicago area, will allow non-profits to partner with businesses and be included in the Groupon daily offers. This could be a very exciting, targeted way to further engage communities.

Blog on ReadWriteWeb (Including a link for non-profits to apply)

Seth Godin on Direct Marketing

This blog on direct marketing vs. traditional media encapsulates why I’ve always found direct marketing to be so exciting: you know the answer, and you know it quickly.

Seth’s Blog

Merits of Facebook vs. Twitter for Businesses

This article from Social Media Examiner is an excellent examination of why all businesses should be on Facebook. In fact, Michael Stelzner argues that Facebook is more important to small businesses than Twitter.  It also provides invaluable tips and tricks.

Social Media Examiner article

The Art of the Cheese Pull

Those of you who have experienced the tedium of a food shoot for television will laugh with recognition at this backstage look at a Domino’s Pizza shoot. For those of you who think making a television commercial is all Mad Men and glamour, I’d like to point out one quote, “we MIGHT (emphasis added) get one shot an hour if we’re lucky.” I continue to be amazed at the talent (and patience) of food stylists.

Brandflakes for Breakfast video

Mobile for Real Estate

Also, from Brandflakes for Breakfast is an article about the addition of QR codes to For Sale signs in front of properties. The ability to use QR codes to get basic sales info eliminates the need to call, and those plastic containers of soggy fliers can be history. Great idea!

Article from Brandflakes for Breakfast

The Transition from Traditional to New

This is one of the most clear-headed pieces I have read on the transition from traditional media to new types of media emerging today. Hank Wasiak poses the argument that it is time to “stop lamenting the end of advertising as we know it.” New technologies give traditional advertising agencies the ability to rethink their client’s relationships with consumers. And is that such a bad thing?

Mashable article

Social media strategies for busy people

Many marketers have hesitated to embrace social media as a communications tool because they “don’t have the time.” Nathan Hagen has outlined some strategies to help the busy marketer establish a social media presence in just 10 minutes a day.

Social Media Examiner article

The first iAd

Apple recently introduced a new in-app advertising platform, the iAd. The first iAd to debut is for Nissan’s Leaf, an electric car. This video gives you a tour of the iAd. Very slick. I will be interested to see what advertisers do with this new platform.

Nissan Leaf iAd video (via PSFK)

A/B testing for websites

The database geek in me loves this article. It gives practical advice (along with tips and tools) on how to set up an A/B test online. A/B testing is basic tool that has been used in direct marketing for many, many years. The best advice in the article “don’t let your gut feeling overrule test results” is one of the first lessons I learned in the industry. It was, however, one of the most important.

The article from Smashing Magazine (via Liferemix)

Apple’s prohibition on donations in iPhone apps

Mashable’s take on whether Apple’s refusal to allow non-profits to accept donations via iPhone applications adversely impacts non-profits. I know that this has caused a great degree of consternation within the non-profit community. For now, donations require a click through to a website. I sincerely hope that Apple will change their policy in the future. In the meantime, non-profits should focus their online efforts on a fully functional mobile version of their websites, and building relationships with their donors through social media and traditional marketing methods.

Mashable article

The new generation of direct mail

New technologies can provide multiple ways for your target audience to respond to a direct mail piece. This article from Direct Magazine shows the ways that traditional direct mail can work as part of an overall strategy including mobile and internet.

Article from Direct Magazine

Groupon to partner with local newspaper sites

Much has been written about the challenges facing newspaper publishers. Groupon announced a partnership with McClatchy newspapers to deliver exclusive deal-a-day offers to their newspaper website. I’ve been very impressed with Groupon and will be curious to see if this partnership will help newspaper websites improve their declining visits from local audiences.

Groupon/McClatchy press release

Awesome Promotion

This Wheat Thins promotion is just awesome.

Wheat Thins Tweeter