Category Archives: Marketing

Business, Marketing

Instagram And Pinterest Will Change How We Shop

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Remember the days when you’d get a catalog in the mail, or you subscribed to a store and received online catalogs which influenced your buying decisions? With the existence of social media, and platforms such as Instagram and Pinterest, that’s all beginning to change. Pinterest, more than Instagram, has become the social media outlet where 32% of users plan to go buy what they pinned, while 30% said they’d take the next step in the buying process and purchase what they viewed on an online store, according to a recent study done by Millward Brown Digital. We’re slowly beginning to see changes in buying habits and behaviors, and it all starts with visualization.

Why are Instagram and Pinterest so compelling from a consumer’s standpoint? For industries such as home improvement, home decor, and clothing, visualization has become key to online marketing success. People who need new bath or kitchen fixtures no longer have to look through a catalog and find what looks good. On Pinterest, people can now see what those products look like in a bath or kitchen setting. They can visualize and see themselves in that room instead of being given a photo of the product with a white backdrop.

As the old saying goes, “A picture is worth a thousand words” and it can’t be more true for marketers and businesses on social media in 2015. The reason why Instagram is successful is because of the editing and filters done by users to make pictures really stand out. Not only are they great to look at, but they’re beginning to influence consumers in multiple industries. You’ve probably seen Millennials on Twitter sharing photos of cars, houses, and pictures of happy couples with the caption, “Life goals”. When did this all come about? Nice cars, houses with luxury interiors, and happy couples could always be found on television, in a magazine, or through a search engine. Why now has every 20-35 year old become enamored with pictures displaying luxury and happiness?

Pinterest, Instagram, and to an extent Youtube is where this craze for virtual visualization has come from. Similar to the days of the first movie with sound or first television that brought color to screens, people want more. Back in the early to mid 20th century people wanted sound and color to help make movies and television shows more appealing and easier to watch. Today Instagram and Pinterest have given consumers pictures with real life settings where they can see themselves owning that car, living in that house, or being happy with their significant other. That’s why Pinterest is seeing a combined 62% of users making buying decisions online, or being influenced to buy a product in the store. Those pictures are almost a trial version for consumers, where they can see what looks good in their house and if it’s worth purchasing to make their homes look the same as the one in the picture.

With all this being said, Pinterest and Instagram are opening the door for virtual reality and point of view videos. Instead of seeing someone in front a camera reviewing a product, first person videos is where the imagination of consumers goes one step further. If you’re interested in buying a car, you can find multiple car reviews on Youtube, with similar presenters all saying the exact same thing, with the same camera angles, and none of them can find a way to be different in any way.

However, Winding Road Magazine offers viewers point of view videos with a first person look behind the wheel. The sound systems they use make it possible for people to hear exactly what the driver is. Since the cameraman doesn’t say a word, viewers can put themselves in his shoes and imagine themselves in that car. With over 150,000 subscribers and over 50,000,000 views, Winding Road Magazine is well ahead of the curve when it comes to the next era of technology and social media marketing.

Visualization is becoming a major factor in buying decisions. If you’re posting pictures of your products with white backdrops, your content may not be as effective as the company who is using photos of their product in a real life setting, such as a living room or kitchen. Virtual reality will be made possible thanks to GoPro cameras and technology coming out next decade. More importantly though, right now in 2015, you must use Pinterest and Instagram to your advantage and give your customers exactly what they want; a visualization of your products.

Business, Economy, Marketing

Social Media: Killing Friendships, Or Building Stronger Bonds?

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You’ve probably seen videos or graphics showing the breakdown of socialization due to everyone looking at their smartphones constantly, or spending far too much time on social media. People crying out and spreading the word that social media, despite containing the word social, has destroyed interaction with our friends, families, and others around us. The campaigns that are out there to encourage Internet users to turn off their phones, shutdown their laptops, and other devices that connect us to the virtual world, are out there, but so often not listened to and falling on deaf ears. Little do these activists, if you can call them that, know that they’re the ones being left behind with a 20th century mindset in a 21st century world.

Taking a quick look back 15-20 years ago, kids used to be on the playgrounds, playing basketball at the park, or catch with a small group of friends. They’d have face-to-face conversations with each other, and if they were home, they’d call their friends on the home phone and schedule a get-together. Those were the days right? Maybe not so much.

In today’s world, what is going on? Kids are still playing basketball, baseball, and other sports, but not on their own, they’re usually part of a league (AAU, Little League, Pop Warner). Their friendships arise by playing on the field or court together, not because they live in the same neighborhood. When they’re home, they’re texting, Skyping, and FaceTiming each other constantly. But what about the kids, or even adults who didn’t join an official group that their parents or themselves signed up for, how are they still maintaining and growing friendships? Social media.

Car enthusiasts are joining Facebook groups, commenting on car magazine statuses, posting videos on Youtube that are reaching like-minded individuals, and sharing photos on Instagram that attract others who have the same interest. Through these resources, car meets such as Cars and Coffee have been created to bring an entire community of car enthusiasts together, and these car owners from all over the region likely had an online friendship prior to meeting face-to-face.

Their bond has been created by a common interest. This group is made up of people who probably don’t get along with others in their neighborhood, or go to school with a class that has no interest in cars. Instead of being left out, this group can meet on the weekends, chat on social media, and text each other. Friendships are no longer decided by geography or what school or neighborhood you live in. These people could live 50 miles away from each other, but will meet in the middle on weekends because of that friendship and mutual interest in cars.

Relationships are another aspect that people believe social media is getting in the way of, but is it really? Take a look at your friends and the relationships they are in with their significant other. They appear to have the exact same interests, doing activities together as if they were best fiends. Social media and their smartphones aren’t getting in the way of their relationship, and if they are, then are those two compatible? If not, that’s when the Internet and smartphones begin to dominate.

What we are seeing is the death of the traditional friendship, but the creation of a brother and sisterhood. Celtics fans are getting to know each other on Twitter, after a while of chatting on social media, they’re now meeting up before, during, and after games, and sharing that common fan-hood, creating a fan base that’s much closer than in previous generations. Instead of 18,000 Celtics fans who’ve never met before going to a game, there are now cliques and groups in each section who do in fact know each other. The fan experience has now become a bond and friendship, and not a collection of Bostonians watching their favorite team in the TD Garden.

The people and Facebook users who are complaining about the end of face-to-face interactions and loss of friendships, are now the victims of being last in their social network to realize where we’re heading as a society and how we interact with each other. People desire a friendship that shares mutual interest on a number of levels. Just because you go to the same school, work in the same office, or live in the same neighborhood, doesn’t mean you’re that great of friends. There needs to be more in common than that, and car enthusiasts, Celtics fans, and any other large group of hobbyists have seen that, and they’re joining other lilk-minded people.

As I said before, the only ones complaining about the “over-usage” of social media and smartphones are the last people to know and interact with people who share their same interest. In reality this isn’t anything new to mankind. All this really is are fraternity/sorority, after school programs, and sports leagues on a much grander scale that are being established via social media. Stronger bonds are being created, while the last remaining link is all alone waiting to assimilate with a group of friends who share the same passion towards a hobby.

Business, Economy, Marketing

How Much Different Is SMM From Old School Marketing?

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As with any innovation, we are often struck with amazement as to how we went so long doing daily tasks the conventional way, when there was a better solution that offered just as much, if not more valuable in less time. Social media marketing is one of those innovations that business owners look at as the game changer, the revolutionizing method of marketing on a small or grand scale. But is SMM all that much different than old school marketing, which has dominated the advertising agency for the better part of 50 years?

When Steve Jobs created the iPod, everyone thought it would revolutionize how we listen to music, and it has. However, the groundwork was already put in place with the invention of the Walkman. Jobs innovated and improved an existing concept, and by combining that with modern technology, we’re able to access our music libraries on our phones, iPad’s and laptops. Almost every song ever written is now available, and can be bought with just a click of a button, instead of buying individual cd’s or records and frantically searching for the album. Marketing and advertising have seen the same innovation, but instead of one man changing how we communicate and reach out to customers, a group of innovators have created the world of marketing as we see it today.

Advertising in the 20th century was mainly television commercials and radio and newspaper ads. It was pretty straightforward as companies could reach consumers on a massive scale by using a variety of methods to get their messages across. Today the focus is on social media, and instead of giant corporations dominating the advertising scene, small and medium sized businesses can have just as much success as their larger counterparts.

While television, radio, and newspapers are still used today, the innovation Steve Jobs had on the music industry, is the equivalent to what Mark Zuckerberg, Kevin Systrom, and the founders of Youtube and Twitter have done to business and marketing.

One could argue that Youtube, to some degree, has taken a bite out of television advertising. The same ads we see on television are now being seen on Youtube before videos. Combine that with Facebook through sharing links, and you not only have a platform that shares videos that are in essence ads, but a micro blog that allows business owners and marketers to share important news, information, and links to persuade consumers to buy into their products. Facebook can be seen as a mini newspaper because of the ability to post short tidbits of information, while also having the capability to purchase ads to specifically target consumers who would get the most value out of what the company is selling.

Instagram and Pinterest can be used as online catalogs, zoning in on one specific product at a time. Instead of mailing out printed catalogs to a number of recipients, pictures being posted to these two platforms can capture the attention and interest of specific viewers, and with Pinterest, a link can be provided which leads the consumer right to the online store.

Podcasts can be used similar to radio. The major difference here is that companies can choose which podcasts to advertise in, leading to a higher rate of conversion. If there’s a car discussion podcast, a local or regional auto parts store or supplier could advertise, which would have more of an impact on the listeners than if that same company decided to place an ad on the radio, despite the larger listening audience. Of course, podcasting is already niche oriented to begin with, and that plays a factor into how companies use that platform to reach consumers.

Twitter is the virtual billboard. The people who are scrolling down their Twitter feed are similar to the drivers who are passing by signs on a highway. Each tweet is a quick blurb with 180 characters and a picture to go along with the message. The most important factor for companies is how to get those users to click and go to their profiles, and that comes with eye catching photos and short phrases

Social media marketing isn’t exactly a new concept, but it does however offer platforms for companies to specifically target the right consumer. Instead of 30 second television commercials, radio ads, and newspaper articles, businesses of all sizes not only can capture a consumers attention with a strong social media marketing plan, but retain them and add to the community of consumers that Facebook, Twitter, Instagram/Pinterest, and Youtube can provide. Old school marketing captures attention on a grand scale and creates short-term recognition. While SMM, if done right, captures and holds onto the consumer, if those future customers see long term value.

Business, Economy, Marketing

BBC and Top Gear: A Business Lesson Can Be Learned From This

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It’s safe to say that if you’re a Top Gear fan, you’re feeling depressed like many other car enthusiasts. With Jeremy Clarkson’s firing, James May and Richard Hammond have already made it clear that it’s all three of them doing the show or there is no Top Gear at all. The BBC and Clarkson have had an interesting history over the past few years, with the BBC threatening to fire Clarkson should another controversial story come about, and now that prophecy has come to fruition. However, is this really the end of Top Gear or just the beginning of something even better?

Top Gear rakes in $74 million for the BBC annually, and this show has become a worldwide sensation, drawing in fans from around the world. Needless to say they’re lucrative, and in business, making money is the name of the game. While the BBC might be willing to cut ties and take a gamble on possibly losing millions of weekly viewers, other TV networks are willing to take their own risk and try enticing Jeremy Clarkson and the rest of Top Gear’s crew to join their TV lineup. Who wouldn’t want to see $74 million in annual revenue? That’s why this isn’t the end of the greatest show on earth, but in terms of the name, Top Gear as a TV show might no longer exist.

TV shows that make this much money don’t just disappear. If money can be made, there’s always a way to mend fences, or build new ones with some other TV network. For Jeremy Clarkson, he’s holding all the cards. Not only has Netflix shown interest in the outspoken presenter, but Sky News and ITV are rumored to be positioning themselves to bring the entire cast and show to their network. If Clarkson decides to go in a different direction and go independent, he’s already got the connections to make it happen, and it wouldn’t shock anyone that Richard Hammond and James May would not be too far behind in joining their brother in arms.

What BBC has done is nothing short of being the worst business decision in the history of the entertainment industry. Not only are they in jeopardy of losing $74 million per year, but they gave the most powerful presenter on television the opportunity to make more money if he decides to make his own TV show, whether that be with help from Netflix, other networks, or business investors.

It’s safe to say that Top Gear is one of the most influential car shows on the planet, possibly creating millions of dollars for car companies that not only sell in Europe, but also in the United States. Having Jeremy Clarkson going his own way, he can choose to have production done in the United States where distribution, annual revenue, bigger networks, and larger audiences reside. What could be a Top Gear fan’s biggest nightmare, might just be their biggest pipe dream come true. There’s the potential for Top Gear to come back better than ever should all three presenters leave the BBC.

Jeremy Clarkson isn’t stupid, and in fact has connections in very high places to make creating his own show a reality. James May and Richard Hammond are without a doubt going to join Clarkson on his next endeavor, and for all three of them they have an opportunity to make more money than if they did under the guidance of BBC.

Bigger profits are the possibility here. Who’s to stop a guy such as Jay Leno from acquiring these three to create an epic TV show in the United States? The doors are now open for all possibilities, and we can thank the BBC.

The lesson than can be learned here is that when you have a product that’s making you money, you do whatever is in your power to make sure that you don’t lose it. Clearly the BBC doesn’t value Top Gear like so many around the world, and they’re going to regret it when Jeremy Clarkson, James May, and Richard Hammond make someone else extremely rich, and see their own fame rise higher than it was under the BBC.

Business, Economy, Marketing

Make Sure To Compare Apples to Apples When Discussing Sales

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Sales figures always appear to be written in black and white, either sales are good or bad. But when it comes to comparing two completely different markets, and trying to find a correlation between both sales figures, that’s where they become very misleading. Whether it’s in the business world or the journalists who report it, sales figures must be reviewed carefully, or the one who comes up with inaccurate findings looks like a fool. It’s important to take into consideration the markets in which your company or the company you’re writing about or reviewing, is in line with other companies or your business report will be flawed.

In the auto industry, journalists like to stir the pot a bit by posting misleading headlines that turn heads, but with further review, make the writer behind them look silly. This past February the Mitsubishi Mirage outsold the Volkswagen GTI. It seems to be a surprise considering the popularity of the GTI’s within the car enthusiast community, but base price for both cars proves to be the reason for the Mirage’s ‘improbable’ outselling of the popular hatchback.

The Mitsubishi Mirage starts at $13,000, while the Volkswagen GTI starts at $25,000. The $12,000 difference is one reason for more sales for Mitsubishi, but both these cars aren’t even in the same class. Also by doing some research of my own, the Mirage didn’t run away with overall sales as the GTI was only 84 cars behind. In one article, the writer posted a graph of which vehicles the little economical car outsold, but every other car on the list was either $12,000 – $40,000 more than the Mirage, making the sales figures not that outstanding. If a Lexus GS, with a starting price of $48,000, almost outsold a $13,000 car, that’s not good news for Mitsubishi.

Sales figures can be misleading if there isn’t further research. Also when it comes to business, you can’t compare apples to oranges, and that’s what a Mirage is to a GTI, they’re not the same or even in the same market. Because Volkswagen considered the GTI to be a different model than the Golf, sales figures are somewhat distorted since as the Golf, which is closer in price to the Mirage, sold 2,000 more cars than the Mirage.

Always do research and make sure both businesses and products are in the same market. What appeared to be a disappointing month for the GTI, was in fact on par with the previous 6 months of sales.

Business, Economy, Marketing

Car Dealerships: Don’t Be Afraid To Use Social Media

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The name of the game is to sell cars, and what better way to do that than having an effective social media marketing strategy? Every other industry has hopped on board, and now it’s time for the auto industry to do the same. But what is really stopping dealerships across the country from branding and marketing their businesses to appeal to customers within their region? Unlike with TV ads, Facebook ads can target specific potential car buyers that live within walking and short driving distance of the dealerships that are advertising. So what’s the hold up?

First off, I’m just going to be straightforward. The social media accounts most dealerships operate are downright boring. You’re a business, not a virtual newspaper selling coupons every 3-6 months. Stop hard selling as if this is the 1950’s. One reason there is very little engagement with most dealerships’ social media pages is due to lack of trust. But more importantly, the content these accounts post aren’t worth reading or responding to. Instead of posting already used content by other dealerships that are selling the same brand, post unique content that shows off your showroom, best cars in your inventory, and interesting news or services that you provide.

Create a blog and share your content on your social media accounts. Tell possible car buyers why they should buy from you, why they should have their car serviced at your dealership, and explain the parts you use in the maintenance department to build trust and persuade car owners to come to you. Only posting when you have a sale or service special falls on deaf ears because you haven’t created good enough content that keeps people coming to your Facebook or Twitter page. They will inevitably glance or skip right over your post because 90% of your content is hard selling.

Post photos on Instagram. Herb Chambers BMW of Sudbury consistently posts pictures of BMW’s that are in their showroom. What 20, 30, or 40 year old doesn’t like a BMW M3, i8, or 435i Gran Coupe? You’re missing out by not posting on Instagram. The companies who are utilizing all social media platforms are increasing sales, but it’s their patience and determination that’s keeping them relevant because they’re posting good content that people want to see.

By being on social media, you’re in essence becoming an influencer. In studies, 27% of consumers are influenced by the cars they see on Facebook, Twitter, and Instagram. Because the pictures contain the car on the road, in the city, or in the woods, consumers can visualize themselves driving that car, or taking that same photo on their vacation. You’re giving social media users eye candy that they just might indulge in.

This doesn’t just apply to car dealerships, but businesses in every industry. You have to capture the reader’s attention by posting articles that are worth reading, post photos worth liking and sharing, and posting quality content that will show up on people’s timelines. By not using social media, you’re feeding the perception consumers have of your business or industry as a whole. You can change that by showing who you are, what products you sell (in this case cars), and why consumers should walk into your doors and not the competition down the street.

Business, Economy, Marketing

Car Dealerships: You Should Be Selling An Experience, Not Just The Car

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Even in the year of 2015, car buyers have a very negative perception of car dealerships. Go on Twitter, search the term “car dealerships” and you get many disgruntled consumers who aren’t happy about going to a dealership or spending any amount of time at one, even when they’re buying a new car. There are some tweeters who are complaining about the lack of free coffee or refreshments. At a few dealerships I’ve stopped at, I had the option of getting a bagel, coffee, and bottled water. Dealerships out there are missing out on a great opportunity to change the perceptions of car shoppers, and social media is the best way to create a positive vibe.

Mercedes Benz of Burlington, Massachusetts is about to reshape how consumers buy cars. While there are probably dozens of others in this state or across the country catering to and treating consumers like they really matter, many still haven’t caught on or marketed their upscale customer service specials. Mercedes Benz of Burlington feeds their customers with gourmet food and coffee, offers manicures, and car washes while they wait. Not only are the cars luxury and arguably best in class, but by treating their customers special, the word of mouth and the amount of referrals from happy car buyers will pay dividends in the short and long term.

If your dealership offers comforts that many potential car buyers don’t expect, you have to make that aware to them. You’re no longer just selling a car, you’re selling an experience. Jordan’s Furniture in Wakefield and Patriot Place in Foxboro were the beginning of a new trend, and they were far ahead of the curve. Bob Kraft doesn’t just own the Patriots, he owns an empire that is attracting fans, even during the offseason. Jordan’s Furniture draws customers despite the fact that some have no intention of buying furniture on that particular day. Mercedes Benz of Burlington, because of their special services and the treatment of their customers, will attract customers who probably were loyal BMW and Audi owners. This is the direction in which the industry is heading in.

You might ask, “How do we make potential car buyers aware of our high quality customer service?” The answer is simple. Use social media to your advantage. That’s where all your customers are, and by being friendly and acting human, you will change the perception car buyers have of car dealerships. That’s the biggest problem in the auto industry, lack of trust. You have to build that trust by posting quality and valuable content that makes customers engage on your social media pages. Show the friendly and comfortable environment your dealership offers. Post photos of your inventory and showroom. Give people visual appetizers so they’re comfortable when they walk into your doors.

Mercedes Benz of Burlington has got the right idea, and they’re executing to perfection when it comes to social media. They’re using all the major platforms and posting native content showing their best cars. You have to do the same or the dealership down the street who’s got a strong social media presence will steal your business. It’s 2015, it’s time to start marketing like it.