My Spirit Animal, Tips, a Mini Case Study and Great Exaggeration
Friends and colleagues,
Malcom Gladwell is my spirit animal. And not just because of his outrageous head of hair. The armchair social scientist and author of The Tipping Point, Blink and Outliers has a refreshingly different way of looking at the world. He writes about how ideas and trends spread like wildfire and the ways our unconscious minds drive decisions. As a marketer with sometimes unruly hair and a point of view that might generously be called unusual, I relate to Gladwell’s oddball observations. My archers and I use his insights to help clients understand why their consumers and prospects do things that sometimes defy reason. Um, is there a point here, Bower? you ask. It is this, people: We are nearing a tipping point between tried, true, unsexy marketing methods driven by you know, humans, and the data-driven automation that machines are enabling. Consciously and unconsciously we are conflicted, betwixt and between, neither here, nor there. The wildfire is coming…
Alrighty then, that apocalyptic observation made, let’s move to the bonus round (read: the Tips and their kissing cousins, Topics).
Tips and Topics
- 80/20 is now 90/10. In an increasingly mobile world, we’re now seeing almost 90% of click-throughs in email campaigns coming from calls to action and links in the top 10% of real estate on email and landing pages. This is happening not because thumbs have scroll fatigue, but because the amount of marketing and messaging we all receive continues to grow exponentially, forcing customers and prospects to make lightning-quick decisions on what matters and what gets left swiped and deleted. So make sure, friends, that you are putting stupid-simple, fat-finger calls to action at the top of your emails and landing pages. In the words of legendary marketer, David Starsky: “Do it.”
- Methodology matters. Do you understand how your data providers, media companies, list vendors and research partners are compiling, cleaning and refreshing the information they’re selling you? If not, ask simple, direct questions to ensure that what’s promised is what’s delivered. And then do a controlled test to ensure that the additional money you’re spending is more than covered by incremental performance. You do not have to be a propeller-head data scientist to validate what is likely one of the biggest line items on your profit and loss statement.
- Know. Say. Do. We all spend a lot of time developing beautifully conceived, data-driven websites and online experiences, but I wonder, wise friends and curious colleagues, are you and your hipster UX/UI teams on the same page on what you want visitors to your digital storefronts to Know about your firm, Say to others once they’ve been there and Do once they’ve visited and left? I’d bet you a Crossbow beanie, you’re not. And that’s a problem because this common-sense filter can very quickly focus your efforts to optimize user experience and achieve your business goals. And that’s what I want you to know, say and ok, you get it.
- How do I love thee? If you’re counting the ways and you’re in the low single digits, well, your love life needs improving. Nurture streams to your customer and prospects should start within 24 hours of contact and continue at an every second or third day pace for 10-14 days. After two weeks, love is often lost; 95%+ of those who initially responded to you have moved, greatly decreasing the likelihood of converting their initial interest to action. So no, Lord Tennyson, for marketers it is definitely not better to have loved and lost.
- Caveat empty. Many marketers want to believe that marketing tech and the oxymoronically named automation it promises will actually improve results while decreasing staffing (i.e; human) needs. The grizzled vets among you know that the promised dividend to the buyer only comes with a clear gameplan, experienced in-house staff, trusted external resources and the willingness of senior managers to endure some trial and error. Otherwise, everyone beware.
- Get SMART. Or not… Emerging trend we’re seeing and starting to lead: Supplementary Marketing Resourcing and Training (yep, SMART). If staffing is too costly or frozen, your agency of record’s inflexible scope is choking you, freelancers are too flighty and unpredictable, then plugging in a SMART team that can quickly and efficiently help you plan and execute across a range of channels on a range of martech systems is increasingly the answer. Keeps your costs lower and variable, greatly increases your odds of meeting your KPIs and brings your blood pressure down to a low boil. Or there’s always business as usual…
Mini Case Study
Client: ShoreTel (now Mitel)
Challenge: How do you sell technology – in this case, high tech phone systems – to audiences that don’t want to buy technology and/or don’t think they can afford it?
Solution: Vertical markets with business challenges ShoreTel systems could readily address were identified. Crossbow Group then developed integrated campaigns that used multiple media channels and easy-to-use, industry-specific content (infographics, case studies, etc.). We templated the creative, using customizable modules, so participating resellers could co-brand the campaign and personalize subject lines and salutations using ShoreTel’s CRM (customer relationship management). We then developed implementation guides – we call them Playbooks – so resellers and marketers knew exactly how to launch campaigns and track results.
Results: We can’t reveal specifics, but to use a scientific term of art: we done good.
Great Exaggeration
Many are heralding the decline of “traditional” ad agencies and marketing firms. Methinks this deathwatch is more than premature. There are wonderfully smart, experienced, dedicated people in even the most bloated, bureaucratic holding company firms who are delivering more value than the in-house teams and automation solutions that are displacing them. Yes, change is needed, but so is common sense and some deep breathing. Stay tuned.
As always, if I can do anything for you – make a connection, share some experience, set your niece or nephew up with a plum internship – please let me know.
Thanks again for your patient indulgence. Have a great day!
Best,
