Monthly Archives: January 2010

Nurturing Creativity – Elizabeth Gilbert at TED – AWESOME

Another Niche To Consider Marketing To – Mothers

Last year I wrote a post on marketing to women as a niche buyer.  To further target this buyer, try appealing to mothers.

Compelling stats

There are 75 million mothers in the U.S.  According to the Marketing to Moms Coalition this group is responsible for $2.1 Trillion in spending. 

  • 5 million moms own their own businesses
  • 88% of mothers refer to themselves as household CFO
  • 40% of boomer moms are involved in purchases for their aging parents

We know some things about this group.  According to Neilsen’s Moms Annual Media Survey these busy ladies’ most common online activity is paying bills, reading the news, researching products and shopping.   Check out this November 2009 survey for more details.

Also compelling is the marketing upside.  58% of moms surveyed believe ads that target moms are effective, particularly when they are relatable depicting daily life scenarios such as having fun with the kids, or multitasking.   

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If You Are So Great, Why Hasn’t Anyone Heard of You?

Are you sacrificing trust for a following?

I’ve noticed a shift in my perception of folks on Twitter, FaceBook and other SM sites.  I no longer consider follower count as a measure of credibility.   A couple years ago I did. 

It’s just too easy now to trick systems, especially on Twitter where several services exist simply to boost followers. 

I can’t really go by blogs, either.  Comments can be crafted and are filtered – much like LinkedIn recommendations, about which I wrote last week.  Therefore, I don’t put too much merit on blog comments, particularly if they are too flowery. 

Lately I’m left wondering if my new follower is simply “collecting” me to boost his/her numbers to build some sort of façade that will help him/her with the bottom line.  

Trust isn’t automatic

Let’s face it, we’re all cynics.  We don’t just automatically trust everything we see/read, even on a SM site.  In that case, why try to trick people by collecting huge followings as opposed to a smaller following  with which you have more credibility and an earned reputation?

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When You Recommend on Linked-In, is it Worthwhile?

I noticed something when I logged onto Linkedin … a recommendation for a former exec from a peer that didn’t think much of that person. This intrigued me. Why, I thought, would he write a recommendation for her? So, I asked him.

His response: “You never know when she might recommend me and I get a job out of it.” (Note to self, his recommendations are likely without value)

Are Your Recommendations Valuable?

It depends on a few things: Who’s recommending, who’s reading them and the recommendation itself. So, to be appropriate in context of this site, let’s call it client recommendations your potential clients might read, and how they could interpret them.

All puff & love

Let’s face it … we just don’t believe these. Call us jaded or callous, but a big love fest just doesn’t ring true. It’s assumed we only surface positive, glowing recommendations. But, if you have too many of these, can they be real? (Unless, of course, you are an agent in Stepford)

The bad makes the good believable

Let’s look at how we weigh the experiences of others in our decision making. For example, when I look to Yelp for a restaurant review, I sort by negative/low star feedback to make my decision. I’m looking for a deal-breaking scenario. So, if a reviewer felt their food server was snitty, that’s subjective so it doesn’t hold too much weight – unless it’s a common theme. On the other hand, finding a roach in the soup is a deal-breaker.

Not relatable

If your testimonial was for a luxury high-rise condo buyer, and I’m a family sort hunting in the burbs, I may not relate. Likewise, if I’m reading the experience of a Trump-esque buyer of their 3rd mansion, I surely can’t relate! Make sure you have a representative sampling of the types of clients you want to attract, by lifestyle and demographic.

The conundrum

How can you get a variety of relatable, realistic, believable testimonials/recommendations? It’s not ethical or authentic to write them yourself. Plus, who has the time. But, for most of us sitting in front of a blank screen is daunting, so how can we ask clients to endure such a painful process?

Mad Libs, anyone?

I’m outing myself on age here, but when I was young and went to summer or sports camp, we entertained ourselves with Mad Libs. Mad Libs were pre-written paragraphs with _______ areas to fill in a verb, noun, adjective, etc. Of course you wouldn’t be that literal with your clients, but you could offer a few Mad Lib type templates to help make it easier for them to pen a quick recommendation that is more meaningful.

In fact, it could make for a fun page on your web site or blog – a fill in the blanks page.

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