Back in December, I blogged about where the future of marketing is headed, including the factor that firms will be tightening up their marketing teams and budgets.  Marketers will be forced to leverage their creativity to stay in the game.

An article from Time Magazine has exposed a psychological study that may help marketers foster that creativity very simply—good music and viral videos!

Participants in a study at the University of Western Ontario were separated into 3 groups:

• The first group listened to an upbeat Mozart piece and watched a video of a laughing baby.
• The second group listened to music from Schindler’s List and watched news about an earthquake.
• The third group listened to music and watched a video that were shown not to affect mood.

All participants were asked to learn to recognize a pattern that existed in a given problem.  The results?  The first group performed much better at discerning the pattern than the negative or neutral setting groups.

So what does this mean for workers, namely marketers?  Music could be their first step in easing the tension to innovate.  It’s important to “get in the zone” when working on an important project, and music may be the extra kick in getting creative juices flowing.  This isn’t to say that headphones should be in all day or offices should be blasting Pandora for everyone to hear (and deal with), but in the moments we really need to pump out great content, copy, strategy and more, we might as well pump up the jams.

In addition to the right music stimulating your productivity and creative abilities, positive videos also seem to have a good effect based on the study.  Obviously YouTube has plenty of content to boost your mood and in consequence your creativity, but for content slightly more work-friendly, sites like Mashable.com, Cnn.com, and FastCompany.com all feature videos with content that can be fun, interesting and relate to work.  During your lunch break or in the morning before diving into the workday, watch a video while you check your email for the extra positivity boost.

Do you think multimedia will become a ritual mood enhancer in your workday?

Tina Walsh
Marketing Coordinator

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In light of the recent tension from WikiLeaks and the holiday season, I find myself wondering, “Where is the love?” 

An article I read today from Fast Company addresses the recent embarrassing confidential information released by WikiLeaks, telling executive to remain guarded and assume the worst from those they don’t trust.  On the verge of the holiday season, I feel that rather than solely shielding ourselves against others, businesses and executive should take this opportunity to spread some cheer. 

This seems like an appropriate time to bring up an article I found on CNN.com called “8 feel-good websites to brighten you day”  which simply describes and provides links to 8 websites that can bring a smile to our faces.  The question is how can businesses create ways to make their customers and followers feel good, and in term stimulate good reputation and possibly sales?

While it isn’t exactly relevant for businesses to have RSS feeds of “happy news” for the day, maybe if we try to remind consumers that we’re people too with interests and concerns they’ll feel a stronger bond to the company.  Establishing a connection with followers is like making friends- sharing common interests and bonding over them.  Does an entire campaign need to revolve around making consumers happy?  Maybe for larger businesses where consumer reviews are easily found online, but for smaller businesses blogging, tweeting and even using Facebook can bring the extra humanism to a consumer’s experience.

As long as it remains appropriate, businesses shouldn’t be reluctant to share things they care about or ideas that they find interesting to stir conversation and thought.  Keep the thought in mind when working over the holidays, maybe the smallest pleasant gesture towards clients can create a big impact for your company’s reputation, as well as moving your clients to spread the cheer too!

Tina Walsh
Marketing Coordinator

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A few weeks ago I read an article from Fast Company called, “The Future of Advertising” that made me feel unnecessarily anxious about the future of marketing, rather than amazed by the transforming industry.  If you made it through the whole article (or if not) you may also feel this concern that seems a bit melodramatic in response to the digital age’s heavy influence on the future of advertising.  Let’s take a deep breath and dissect this down to the basics:

• Some marketers are freaking out (honestly) because of digital technology altering the way we advertise.  Former CEO of ad agency Marsteller, Andy Nibley[DW1]  stated, “Is there any industry I get involved in that doesn’t get destroyed by digital technology?”  Here is where the problem lies for all of the beyond-stressed advertisers out there- digital technology is not destroying the advertising industry, it’s changing it.  Mind you, these are big changes and a great amount of learning and resilience involves the success of moving through the transformation.  But acceptance is the key.  Digital technology will not destroy advertising, but it will force agencies to think on their feet and use raw creativity.  As opposed to destruction, the ad industry will expand and reach new possibilities that clients can only dream of, while marketers bring them to life.
• “The death of mass marketing means the end of lazy marketing.”  This statement leads me to question, when was lazy marketing ever okay?  And, not to be harsh, but good riddance to those who just wanted to squeak by, providing only the minimal services to clients.  The digital age has opened up the marketing industry to social media, websites, online ads, search, applications, and many other options now available for implementation.  With so many choices, visibility is not necessary on all fronts, just those that are effective.  Rather than mass marketing, the industry is moving into mass customization where marketers must determine what mediums work best for business and apply those practices, rather than spreading their budgets too thin.  Digital technology also enables consumers to be marketers, which can be rewarding or disastrous depending on the way marketers use the information.  Active marketers (as opposed to lazy ones) will find consumer reviews and leverage them by presenting the good and addressing the bad head on.  Anyone thinking Domino’s?
• It’s time to tighten up.  Not only as a result of the economy, but also the new tools available to marketers, cost-free.  Social media leaves many executives wondering why marketing budgets must increase, and feel a need to scale back on activities and talent.  Now more than ever is it vital for marketers to expose their creativity, as much of the industry scare is related to older, dare I say outdated and outmoded advertising (and thinking) models that haven’t kept up with the times.  Marketing as a whole is changing as digital grows stronger and stronger.  Creativity, talent, practicality and adaptability will be allowed to thrive.  Marketing isn’t a profession that requires formal continuing education, but the most successful are those who keep themselves ahead in the game.

 So, are you still anxious or do you feel a bit better?  Marketing and the advertising industry are certainly taking a drastic turn, but there is so much to take advantage of through the use of great new tools that simplify tasks and new ways to satisfy customers through social media.  Leveraging change, rather than rejecting it will be the ultimate divide between those who succeed and those who sink under the pressure of the digital revolution.

Tina Walsh
Marketing Coordinator

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…tell us what you think about sales and marketing online analytic tools.

RedZebraWorks invites sales and marketing professionals to participate in a short survey about the use of online tools to help them improve their productivity and success in lead generation and management.

Please take a few minutes to share your thoughts and practices with us, and enter a drawing to win an Apple iPad.

Take the survey now!

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In my last post regarding affiliate marketing, I brought up the question of whether an affiliate marketer can make a full living off of affiliate models.  The people behind The Third Tribe, who offer an affiliate marketing program, do not believe affiliate marketing is successful without incorporation into a larger strategy pipeline.  In a phone seminar between Johnny Truant and Sophie Simone, they highlight the difficulties that are not so apparent when “Average Joe” signs up for an affiliate program.  Some topics of their conversation include,

• Johnny’s irritation with Google Adsense: Affiliate marketers often make a number of cents for each sale or click that comes from their site.  Google Adsense does not pay marketers until they have reached $100, which took Johnny nine months.
• The products to promote are the ones with personal meaning.  Knowing a product’s creator and having used the product yourself, it’s easiest to communicate genuinely about the usefulness and benefits of the product.  Readers can tell the different between a sincere suggestion and phony sales pitches.  A connection to the product results in an earnest description and more clicks and sales from viewers.
• Communicating genuinely to readers builds trusts and causes them to become loyal to your site.   Loyal readers are more likely to click links from your site that you recommend, rather than the ones that simply interest them, because they trust your knowledge.  They will also recommend your site to their peers, resulting in a growing base of loyal followers.

Without a relationship as the connective tissue between a product and readers, affiliate marketers find that generating sales is much harder than anticipated.  Some most basic affiliate models, such as the Barnes and Noble or Tea Forte models in my previous post, allow an affiliate to choose links to set up on their site, but if they don’t have a true understanding and fondness for the product, they will not generate revenue and will ultimately abandon the product.

Does it seem like The Third Tribe is hypocritical with its criticism of affiliate marketing when it has its own affiliate model?  Its model is different enough that it’s their form of an improvement of the models they describe.  Third Tribe’s affiliate model is not built for affiliates to generate revenue; it’s a tool to bring down monthly costs to maintain a Third Tribe membership by referencing friends.

I think Third Tribe gets it right when they place strategy at the center of affiliate marketing. It also seems to me that a healthy dose of skepticism and distance from your own approach is a good thing, opening doors for improvements and innovation that can lead to greater success. In this regard, I think Third Tribe’s exploration is insightful and useful to anyone considering “cashing in” on affiliate marketing.

Tina Walsh
Marketing Coordinator
RedZebraWorks

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Networking may seem like a difficult idea for some people to grasp. It may be scary for others. However, it doesn’t need to be either. Networking should be easy and natural. It is not about making a sale or signing on a new client, it is about building a relationship. Various events for networking allow you to connect with people you may have otherwise not met or encountered.  You might learn of a new job, a new opportunity, find a business partner, a new friend, or an idea for a new business venture.

“Networking is the process of building and maintaining relationships. Networking isn’t sales and sales isn’t networking. It’s a lifestyle, not a work style. The best networkers don’t know that they’re networking, because for them it’s a way of life.” – Susan RoAne

Recently I attended The Ultimate Networking Event, held at Chima Brazilian Steakhouse, in Philadelphia. I expected there to be a customary setup of tables and chairs, along with a stage area for the speaker. None of these items were present. It was more of an informal space, the only tables that were available were for the bar area, the appetizers, and various pamphlet giveaways. Because there were no tables or chairs, people had not choice but to mix and mingle. This set up clearly forced some individuals out of their comfort zones.

Although the economy has been tough, over 100 individuals were out there networking, connecting, and attempting to build new relationships. At the beginning, we were told to relax, don’t expect to make a sale here and get to know people, which helped to level the playing field of expectations for everyone. The atmosphere was great for easily opening up new conversations with the person standing next to you. On the other hand, there were moments when it felt like there wasn’t enough space and the in your face aspect felt intense. There are no tables to escape to either. When I thought I might get a break by munching on some veggies, someone was there, ready to connect.

I met a photographer looking for opportunities to provide executive photos, and an executive coaching service ready to help develop the next business leader. I met insurance brokers, investment advisors, event managers, and credit advisors. It was a diverse group and infinitely fascinating to watch and learn the art of listening and learning, from one conversation to the next.

Networking is always important, but maybe even more so in this economy. Making an introduction is the first step. Swapping a business card is easy and quick at a networking event, but making a real connection and building relationships takes time. Events like these can help break the ice and pave the way for something unexpectedly good in the future.

Quick Tips and Resources

There are plenty of resources and tips out there to help people get better at networking and to enjoy it more. Here are a few that resonated with me:

Read Never Eat Alone for insight and advice on how to build a lifelong network and community of friendships and colleagues, by Keith Ferrazzi (with Tahl Raz).

• Don’t keep score: It’s never simply about getting what you want. It’s about getting what you want and making sure that the people who are important to you get what they want, too.
• Ping constantly: The ins and outs of reaching out to those in your circle of contacts all the time- not just when you need something.
• Don’t sell while networking. No one likes being sold. They want to connect and know that someone is listening.
• Acknowledge the people who help you.
• Help connect others.

Some Tips for Networking at Events

1. Go to an event with a goal in mind. Reward yourself when you reach it.
2. Be prepared and bring ample amount of business cards.
3. Look your best.  Dress with professional attire in mind and ask yourself, are you making a significant and memorable impression?
4. Listen. This is key in order to build a strong relationship with someone, and don’t expect to come away from the event with a sale or new client.
5. Take notes on the back of the business card you were just given. It shows you are listening and care about the conversation you are having.
6. Follow up in 1-2 days after the event. For everyday that goes by, you lose momentum.
7. Stay connected. Continue to correspond with the connections you made.

Learn other tips, tools, and more from The Training Resource Group.

Alexandra Talucci
Marketing Associate
RedZebraWorks

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Recently I’ve been researching revenue sharing, specifically affiliate marketing- a concept where a business rewards its partners (affiliates) with money depending on clicks, leads, or sales generated.  Many average Internet users see affiliate marketing as a way to make easy money.

A blogger or Web site owner simply has to partner up with a business, create a landing page or set up banner ads, add in the right key words to attract interested users, and wait for the cash to roll in.  This new profit model has dawned a new group of “average Joe” marketers, making a profit for themselves along with prospects for businesses.

Businesses create their own models of affiliate programs to best suit their objectives for the marketing scheme:

Barnes and Noble (B&N) offers a 6% sales commission on a variety of products that affiliate marketers may choose to advertise on their sites.  Affiliates simply follow the steps to apply banner ads to their page, receive their monthly commission in increments of $100 from Google Adsense.  B&N targets the authors of books as a way to promote their pieces through their Web sites and generate company revenue.

Tea Forte offers affiliates a 10% commission on all sales, providing banner ads, product choices, and links to include in their Web sites.  Their program is more neutral than B&N or Third Tribe (which I discuss below) in their use of LinkShare, a provider of online marketing solutions that creates and manages an affiliate program to meet the needs of the company.

The Third Tribe offers 33% commission per month for each (active) referral membership.  Third Tribe uses affiliate marketing as a way for members to reduce their own monthly membership fee and earn additional income; in order to successfully gain a profit, affiliates would need at least four new or recurring referred members each month.

The varying models of business to consumer affiliate marketing stir a number of questions:

How does affiliate marketing generate new sales (in addition to passive income), rather than redirecting interested customers through different channels to purchase?

Can an affiliate marketer make a full living off of these models?

How does affiliate marketing fit into a business’s sales pipeline?

Questions or thoughts? Let me know what you think.

Tina Walsh
Marketing Coordinator
RedZebraWorks

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Today I was reading an article on Mashable.com about a WTFJeans, an innovative style of jeans made to hold all of your gadgets. The target audience is “geeks”, as they put it on the website. But I think the creators are underestimating the amount of consumers who would buy these. Right now they only have one style for men and one style for women. I wouldn’t be surprised if WTFJeans starts expanding the collection after these are all sold because they are so practical for everyone.

The jeans feature a pocket to hold your iPhone or iPod Touch and a hidden pocket to carry a memory stick. Not only do they have a pocket to protect your iPhone, there is micro-fiber lining the pocket to clean your phone when you take it out. They’re making a limited amount that you can order online in 3 stages. The BETA version is the first 100 sold in March. The Early Bird sale starts right after the BETA, only 400 pairs available. The last set of WTFJeans doesn’t come out until August or September apparently, and people can only order whatever sizes are left.

They are only promoting the jeans online, because that’s where their customers are, obviously. There’re using a combination of blogging, Twitter, Facebook, and YouTube to show everyone the creative process of making the jeans.

It’s very interesting how fashion and technology are becoming integrated. Obviously technology is a huge part of a lot of peoples’ lives, and that’s not going to change anytime soon. I know I’m not the only one who feels disconnected from the world when I forget my cell phone. These jeans make carrying your phone or iPod a lot more convenient. I don’t know how many times I was going somewhere and had to carry a purse just because my phone doesn’t fit in my pockets.

I’m curious to see if features like this will start popping up in other clothing pieces. Have you seen any other companies creating clothes with technology in mind? Did you or do you plan on buying WTFJeans?

Julie Novak
Marketing Coordinator
RedZebraWorks

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What do they have in common? Besides the fact that their music is played in my house on a regular basis, they are experts in their business.

Around Grammy time I read an article about Lady Gaga, and just last week I posted a link on my dad’s Facebook about the Grateful Dead. Now, I know everyone’s been hearing about Lady Gaga, but you may be asking yourself, what can a business today learn from the Grateful Dead?

Social media in the business sense is all about conversing with your customers, making them feel important, and in return generating sales and leads. Here’s how both of these artists do exactly that.

Connect with Customers (or Fans)

Lady Gaga: She goes where they go. Online. She debuted one of her latest singles, Bad Romance, on her own website, not on TV.

Grateful Dead: Before a public announcement was made about an upcoming tour, the Grateful Dead’s most loyal fans received a phone call from their hotline alerting them of the upcoming shows.

Build a Relationship with Fans

Lady Gaga: She has nearly 3 million followers on Twitter, updates her status regularly, and even has a pet name for her fans that she tattooed on her arm, she calls them her Little Monsters.

Grateful Dead: Die-hard fans, referred to as Deadheads, became a sort of social community. The band reserved the best tickets for their fans, but made sure to cap the prices for their 4 hour long shows. Deadheads were actually allowed to tape the shows because the band believed that sharing the tapes would increase their fan base.

Generate Sales

Lady Gaga: Album sales have reached at least 8 million and digital single sales surpassed 20 million. She just became the creative director for Polaroid and is a spokeswoman for Viva Glam lipstick (proceeds go to Mac’s AIDS fund).

Grateful Dead: All of the special treatment and focus on community encouraged Deadheads to buy merchandise. They are one of the most profitable bands of all time.

Social Media isn’t just about putting as much content online as you possibly can, and being on Twitter, Facebook, LinkedIn, Foursquare, Buzz, and any other number of sites. Fundamentally, treat your customers and fans well and they will treat you as well as they do Lady Gaga and the Grateful Dead.

Julie Novak
Marketing Coordinator
RedZebraWorks

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I started to notice that my energy was diminishing over the course of a workday. I wasn’t sure why I was feeling so tired, but then I realized that when I have gym time planned into my busy day, it seems I’m more productive in everything I do.

I started my Monday off knowing that I have spinning class with my triathlon coach at 7 in the morning, work, and then yoga class. After my spin class, I got ready for work and felt like I could accomplish anything. When I got to work I realized I need to write a blog post. So here I am, feeling wide awake ready to get things done and I come across an article on Entrepreneur.com called Physical Fitness Is Good for Business: Use these lessons from triathlon training to improve your work performance.

Perfect. This is exactly how I’m feeling today, so I just want to summarize the article and relate it to the work we do at RedZebraWorks.

Some analogies between entrepreneurship and endurance sports:

• Strategic Planning: How do I approach the race, event, or marketing campaign?
• Competition: Who are my rivals? How can I beat them? What qualities do I have that they don’t?
• Measurements: Am I improving my times, stroke efficiency, product sales, or brand awareness?
• Transition Management: How efficiently do I move between race segments, projects steps, and how is my site’s optimization?
• Financial Investments: How much should I spend on race gear? How much of my resources should I allocate to social media or eMarketing?
• Contingency Plan: What’s plan B if I fall on my face or our marketing strategies don’t get the results we hoped for?

The author, Aaron Kwittken, also gives a list of tips to achieve your Game Plan (or Marketing Plan):

• Look for inspiration: Subscribe to a magazine or email newsletter that relates to your industry.
• Start out with a small goal: Allow for more reliable growth by starting small and building up. An Ironman doesn’t start off competing in an Ironman.
• Set Goals: Always set performance based goals, something that is measurable. Always attempt to be better.
• Never become a Did Not Finish: No matter what setbacks you encounter, you always need to finish. Even if you fall off course, just keep picturing that finish line.

This article left me feeling like I am making good choices in my life, both personally and professionally. What do you do to stay motivated at work?

Julie Novak
Marketing Coordinator
RedZebraWorks

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