The Quisenblog

Hi everyone,

Here is an article I thought you might find interesting, regarding engaging moms online.

Have a great day,

Mickey

The Church-State Divide

by Cheryl Wilbur

A hot topic among editors and publishers both cyber and paper these days is how the traditional lines between content and ad messaging are being blurred. While the American Society of Magazine Editors polices the separation of the two in the magazine world, it’s been a little more like the Wild West online.As digital content matures and attracts broader audiences, increasing shares of marketing budgets and more frequent requests from advertisers for content integration, pressure is on for similar restrictions on the Web. Why? To protect the consumer, of course; to make it clear to her when she is reading “unbiased” editorial content versus “paid” and therefore slanted messaging.

Is this necessary?

When it comes to moms, the answer is, not so much. Moms pride themselves on being savvy consumers who can sniff out a poseur brand. Remember how your mom always seemed to know when you were being less than truthful? And how she said you had to behave in a trustworthy manner if you wanted more freedom? Those rules apply now that you’re all grown up and trying to sell stuff to her. You can use content to engage her, with the following caveats:

1. Don’t be a name dropper

Moms give more cred to advice from marketers than that from celebrity moms. Be the conduit for information from other moms and from your own experts, but be wary of relying on star power.

Q: How interested are you in tips and ideas for moms from the following sources online? (Answering extremely or somewhat interested):

Other moms like me, 92%
Authorities and experts, 82%
Marketers of products I buy, 49%
Celebrity moms, 19%

2. Do stick to your knitting

The marketers that have her trust have worked to earn it, by making good products, offering relevant advice within their area of expertise, and ideas that she can access on their websites. Don’t try to be the voice of authority in areas where she’s not used to seeing you.

Q: How much do you agree or disagree with the following statements? (Answering agree strongly or somewhat):

There are some companies who have earned my trust as a source of information, 83%
I’ll use advice and tips from marketers as long as they stick to their knitting; diaper companies can tell me about potty training, formula companies about nutrition, etc., 67%

3. Don’t play coy

Moms welcome tips and ideas from you, so you needn’t don sheep’s clothing to deliver them. Reach out to her with a taste of this content through appropriate web channels and leave your calling card. She’s confident in her ability to decide whether to take your advice, in fact only 9% of moms told us they tune out sponsored content.

Q: How do you feel about articles you find online that are “brought to you by” a marketer?

I’m ok with this, as long as the source is clear, so I can decide how much credence to give it, 47%
I’m wary, but if it’s on a Web site I trust, then I might read it, 17%
I’m fine with this from marketers who I know and trust, 14%
I’m happy to consider input from any and all sources , 13%
I tune out as soon as I see that it’s sponsored information, 9%

The bottom line: It’s about relevance and transparency

There is huge opportunity for marketers to share the role of content providers in the mom space — by talking about what they know best and clearly identifying themselves. Respect her, know her, earn her trust, and you’ll pass the sniff test.

The Parenting Group “gets” moms in part from an ongoing dialogue through our proprietary MomConnection® panel (www.momconnection.com), an online research community built in 2003, that goes beyond reader panels to offer insights representative of the full mom market.

The Web site serves as a 24/7 resource and “home” for 5,000 panel members, with survey results, a bulletin board, chats, press pickups of surveys and site updates. MomConnection’s vibrant online community has yielded insights leveraged by TPG, clients and agencies in over 200 surveys and polls since its inception.

Link to Article:  http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=103978

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Mickey Ramblings advertising, marketing, MediaPost, selling

You’re not in the business of selling a product or service. You’re in the business of creating stories. The stories of customers who do business with you. Stories they can take with them and remember the next time your name is mentioned.

Long after the purchase is over and the reason they decided to buy your product, use your service or shop your establishment is long forgotten, one thing won’t be forgotten: the story. How did they feel when they did business with you? Was it an experience that stood out for them? Was there something there that made them feel special? That made them feel like you got them?

The thing is, stories happen whether you intend them to or not (we can all recall disappointing stories, right?). So why not think ahead and see if there’s something you can do to create a story that is not only unique, but will have the customer talking about it in her circle for days, months or years afterward.

Here’s an example of helping to create a memorable story:

It is a video of a flight attendant named David who works for Southwest Airlines. He was able to take that boiler-plate boarding announcement we all try to ignore on every flight, and turn it into an opportunity for engagement with the airline, and a story that will be remembered by passengers and passed on to others.

If you want confirmation that this created a memorable story, just check how often this video was viewed on YouTube. Or, simply just check out the burned out businessmen in the front rows joyfully participating in the rhythm section.

Southwest didn’t script David. Nor did they tell him he had to do this. But here’s what the airline’s execs did do: they understood that their real business wasn’t the airline business. It was the hospitality business. They might not be able to control departure and landing times, weather delays, FAA requirements and the surly TSA folks who make you take off your shoes and dump out your shampoo. About the only control the airline does have is what it does to engage passengers while they’re held captive in a metal tube 35,000 feet in the air. As such, they hire the most outgoing, entertaining, people-loving folks they can find, teach them a little about running an airliner, then set them loose to surprise and delight.

And create stories.

Posted by Mickey

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Mickey On Customers, Ramblings advertising, customer service, marketing, selling, Southwest, Spokane