What You Need to Know About Facebook’s New Mix Modeling Portal

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We’ve written extensively in the past about how when it comes to digital and print marketing, you’re not looking at an either/or proposition. Often, businesses of all sizes are finding great success embracing the best of both worlds – reaching out to the customers who are most receptive to print channels via traditional methods and using digital resources when they’re most appropriate. We’ve even written about how you can take the lessons learned online and use them to make your print strategies even stronger.

We’re not the only people who share this opinion; it would seem. Facebook has recently launched a mixed marketing portal designed to make it easier than ever for businesses to compare Facebook-based advertisements to television, print, and other types of collateral. While this does mean big things for people using Facebook as an advertising platform, what it means for print marketers is even more interesting.

What Facebook is Doing

The social networking giant’s mix modeling portal for marketers is a significant extension of an existing partnership. Over the course of the past few years, Facebook has teamed with Nielsen (the people who tell you how many people watch the Super Bowl each year, among other things), comScore (the people who focus on digital, TV and movie analytics), DoubleVerify (a company that aims to “authenticate the quality of each digital media impression”), and others. This has all been done to provide clear metrics on how far a Facebook ad reaches, how many impressions it gets, its ultimate performance, and more.

For advertisers that rely heavily on Facebook, this means that they now have access to twenty-four different third party measurement partners to track the performance of their ads around the world, see how their ads are comparing against similar ads running in the world of print and more.

For print-based marketers, this also thankfully means that the reverse is true, too.

What This Means For You

Even if you don’t heavily advertise on Facebook, this new model is still something to pay close attention to because of the metrics at play. It’s another example of the ever-important concept of “pay attention to what is working online and use it to strengthen the foundation of your print campaigns.” Thanks to Facebook, this just got a whole lot easier.

By giving advertisers the ability to compare a successful Facebook ad to other elements of their campaign like print, people who DO happen to be heavy print advertisers can essentially come in from the opposite angle and learn just as much. It’s all a matter of perspective – the marketing mix modeling portal can be used to look at one of your successful print ads, compare it to ads that are running on Facebook and use that actionable information to feed back into the print campaign to help achieve your desired outcomes.

Print and digital advertising have historically been measured in very different ways, but thanks to Facebook we just took a big leap closer to a uniform standard that can be used in both situations. You can use the Facebook MMM Portal to see how impressions reach and other metrics translate into the real world and back again.


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Online Marketing With A Little Friendly Competition

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Sometimes it takes a little friendly competition to get your customers engaged. That’s why it’s so common to see freebies, giveaways, and contests posted online and in retail stores. The trick, of course, is finding a contest that your customers are interested in winning. You know your customers best. Selecting a contest to run can be fun for everyone, especially if you can find a way to get your employees excited, too.

Did You Know?

  • New campaigns acquire a 34% audience increase on average
  • One-third of contest entrants sign up to receive email updates from brands and partners
  • Running a mobile contest increases the number of entrants by eight times
  • Statistically, the best duration for a contest campaign is 25-60 days

Contest Ideas

One of the funniest and most entertaining ideas is to host a video contest. People are mad about videos these days, and they love to share them on Facebook and other social media sites. According to Social Media Examiner, one such contest by the snack company Doritos brought an immense return. The contest is called “Crash the Super Bowl” and asks customers to create commercials for their chips. Can you just imagine how much fun customers have creating these commercials? Let’s not even begin to discuss the fun of sharing the commercials on Facebook. So while your company may not be as big or popular as Doritos, you can see how this idea can go viral quickly.

Dunkin’ Donuts uses contests to tell customer stories on Twitter. They asked their customers to post how their coffee fits into their day. As you can imagine, many customers came back with responses to this request. Winners starred in their own Dunkin’ Donuts commercial, and these videos were shared on YouTube and Twitter.

Low-Tech Contests

Not all contests need to include high-tech prizes or competitions such as videos. You can ask your followers to compete in Throw Back Thursday competitions with snapshots of them using your products in a funny way or just sending in ideas for how they use your product or service. The goal is engaging as many current and potential customers in your brand, and just plain having fun. If the contest is easy to participate in and offers a prize that fits your niche audience, then you will get a better return. This method of building an audience and cementing relationships with your customers is a proven success. People just want to have fun, and they are busy and stressed. An excuse to join an engaging contest will get them excited.

Kissmetrics offers several ideas that you can adapt to your company to introduce giveaways and contests to your audience. They offer suggestions on how to set up the contest, and how to optimize it and promote it online. Part of the success of a contest is that it can result in user-generated content that you can use during and after the contest to promote your products and brand. Everyone wins because it is fun, engages your audience, and you can get increased traffic and sales as well as new, original content.

Contests are particularly useful during the stressful holiday season when everyone is shopping and spending money. You can offer free products to customers who win, or gift cards that they can use for holiday gifts.


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Top Tips for Generating Customer Reviews

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If you own a business, you probably know how important great online customer reviews can be to your bottom line. In fact, one 2013 study revealed that eight out of every 10 customers trust online reviews as much as they trust personal recommendations.

So how do you go about generating online feedback? Here are some simple things to get you started:

  • Get social: If you don’t have a Facebook page and Twitter account, now is the time to get one. If you already do have Facebook and Twitter accounts, make sure you’re checking them regularly for comments. You need to keep a close eye on your social pages and respond to customer comments — good and bad — as they arise. And of course, you need to make it easy for people to find your social sites, so include links on your website and in your emails.
  • Make it easy to be nice: Sure, you may like to go on and on about how great your product or service is, but your customers may not be that chatty. For the verbally shy, make reviews easy by adding non-verbal options like multiple choice options or a star-rating system.
  • Get your game on: Ever heard of gamification? Basically, that term refers to websites that incorporate some sort of game play into their design to make it more fun for customers to engage. You can get as complex as you want, but even a simple thing like adding virtual badges or trophies for customers who leave reviews can increase feedback.
  • Be generous: Everyone likes to score something for free, and offering a free sample or free trial period can be really effective at getting customers to leave reviews.
  • Follow up: A customer just made a purchase. Is that the end of the transaction? Not if you want to generate some (generally positive) reviews. Once a purchase is complete, touch base with the customer to discuss both the item they purchased and the purchase experience in general. When you get positive responses, ask if you can share them as testimonials on your site.

OK, so those are just a few ways to generate reviews and feedback, but what should you do if some of that feedback is negative? First, set aside your anger and indignation, and don’t stress: Every business is going to catch a little flak once in a while. Don’t ignore negative reviews; instead, reply politely to deescalate and help soothe the customer. Try not to get into a debate on your social page; instead, invite the customer to contact you by phone or email, or offer to contact them. Be sure to thank them for their feedback and apologize for any inconvenience they’ve felt. And of course, if the feedback is on target, use it to make needed improvements.

Engaging customers and generating positive reviews takes work, but it’s work that can yield big returns. Take a few minutes today to think about how your business can improve feedback and start building its own base of dedicated fans.

 

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

 

Community Care Marketing

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If your business is looking for a creative way to increase name recognition and drive business, while at the same time giving back to your community and contributing to the common good, here are a few rewarding ideas to try:

  • Distribute exclusive coupons for customers who bring a canned food donation to support the local food shelf.
  • Post flyers at local organizations and sponsor a unique donation drive, such as “coats for kids” or “toys for tots.”
  • Team with a local shelter, hospital, or church to organize a giving tree, and encourage customers to take a tag and donate items to those in need.
  • Find ways to encourage customers to participate in your goodwill efforts. For example, you could run a campaign such as “10 percent of all sales in December will be donated to XYZ charity.”
  • Create name recognition by volunteering as a team at local non-profit organizations and by sponsoring local charitable events.

The holidays may be right around the corner, but it’s never too late to make an impact in your community. You can easily use a mix of print media (posters, flyers, postcards, statement stuffers, etc.), social media (Facebook, Twitter, etc.), email marketing, and word of mouth to spread the word quickly. Think the Christmas season is sneaking up too fast? Create a New Year’s campaign or a “giving hearts” campaign for Valentine’s Day. The options are endless.

And remember, while our hearts go out to others during the holiday season more than any other time, there are always those who are less fortunate than we are and will appreciate our help throughout the year. If you make community caring campaigns a regular part of your marketing, your contributions and goodwill will surely come full circle, benefiting your business and the people who work for you.

For more information or to request a quote, go to http://www.printitplus.com.