Atomic Ideas - Helping You Sell More Stuff!

Spray-on hair and Social Media.

Marketer's have long known the value of the customer testimonial and have done commercials and info-mercials based on that premise. Like for instance, Ronco's big-selling, but short lived, spray-on hair. (Click below.)

 

Now, let's face it, social media is basically cutomer testimonials on steriods. If people like you or your product or service, they will forward that 'thumbs up" to friends. The difference between social media and an infomercial is that in social media, REAL people are using the product (not paid actors) and everyone knows it. So for social media to work, your product or service has to actually deliver what is promised (and work in real-world situations). If it doesn't, REAL people will dump on it and your offering will be DOA. You won't even enjoy a short-lived success of the spray-on hair variety!

INFOGRAPHIC: 5 Companies Doing Social Media Right!

Thanks to Scott Monty, head of Social Media at Ford Motor Company, for this insightful infographic. For more awesome social media advice and info from an acclaimed master of the art and science, check out his musings at The Social Media Marketing Blog!

Created by Voltier Digital for ScottMonty.com

Where are your best customers? (Maybe not on Facebook or Twitter!)

Where your customers are is an important question. As the articles below point out, nearly 25% of Americans still don't use the Internet. Only about half use Facebook and only 7% use twitter. That's why we at Atomic Ideas continue to bang the drum for starting with a sound strategy. Even the right message is wasted if you're not using the right media. Just because everyone else is using a specific medium doesn't mean it's right for your brand...or maybe it is! 

Nearly Half of Americans Use Facebook; Only 7% Use Twitter [STUDY]

February 24, 2011 by Jolie O'Dell195

 

A new report from eMarketer finds that most adult Americans with Internet access use Facebook at least once a month, and a full 42.3% of the entire American population was using the site as of this month.

By contrast, Twitter‘s penetration rate was much lower, sitting at around 7% of the total population and 9% of the Internet-using population, according to the report.

Late last year, Facebook founder and CEO Mark Zuckerberg announced that the company saw around 250 million daily users of its 500 million-strong user base. The young exec made the point that Facebook’s products — including Photos, Places, Groups and Messages — are features that people use more frequently than they use other, more established services with similar features because Facebook’s products are inherently social.

Twitter, on the other hand, is driven largely by so-called power users, and only 21% of registered users are actually active on the site. Another interesting and related Twitter usage stat: 22.5% of users are responsible for 90% of all tweets.

One important stat to note, however, is Twitter’s year-over-year growth. Last year around this time, Twitter’s penetration rate was around 7%, and by the end of this year it’s expected to be at 11% for American Internet users, or 16.5% of the population that also uses other social networks. In terms of the overall U.S. population, the numbers are still small, but the growth is steady.

An analyst for the firm said, “eMarketer’s new Twitter usage estimates are lower than our April 2010 forecast. Since then, Twitter has continued to gain traction but at more moderate levels than we had expected.”

The microblogging service celebrated 100 million new accounts created in 2010, and a lot of that growth was due to the company’s investment in official and device-integrated mobile apps.

What do you think it’ll take for Twitter’s growth to really skyrocket and reach more of the population? Or will this service remain a niche product for the web-using elite? Let us know your opinions below.

TOP 20 COUNTRIES WITH THE HIGHEST NUMBER OF INTERNET USERS

TOP 20 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS # Country or Region Population, 2011 Est Internet Users Year 2000 Internet Users Latest Data Penetration (% Population) World % Users 1 China 1,336,718,015 22,500,000 485,000,000 36.3 % 23.0 % 2 United States 313,232,044 95,354,000 245,000,000 78.2 % 11.6 % 3 India 1,189,172,906 5,000,000 100,000,000 8.4 % 4.7 % 4 Japan 126,475,664 47,080,000 99,182,000 78.4 % 4.7 % 5 Brazil 203,429,773 5,000,000 75,982,000 37.4 % 3.6 % 6 Germany 81,471,834 24,000,000 65,125,000 79.9 % 3.1 % 7 Russia 138,739,892 3,100,000 59,700,000 43.0 % 2.8 % 8 United Kingdom 62,698,362 15,400,000 51,442,100 82.0 % 2.4 % 9 France 65,102,719 8,500,000 45,262,000 69.5 % 2.1 % 10 Nigeria 155,215,573 200,000 43,982,200 28.3 % 2.1 % 11 Indonesia 245,613,043 2,000,000 39,600,000 16.1 % 1.9 % 12 Korea 48,754,657 19,040,000 39,440,000 80.9 % 1.9 % 13 Iran 77,891,220 250,000 36,500,000 46.9 % 1.7 % 14 Turkey 78,785,548 2,000,000 35,000,000 44.4 % 1.7 % 15 Mexico 113,724,226 2,712,400 34,900,000 30.7 % 1.7 % 16 Italy 61,016,804 13,200,000 30,026,400 49.2 % 1.4 % 17 Philippines 101,833,938 2,000,000 29,700,000 29.2 % 1.4 % 18 Spain 46,754,784 5,387,800 29,093,984 62.2 % 1.4 % 19 Vietnam 90,549,390 200,000 29,268,606 32.3 % 1.4 % 20 Argentina 41,769,726 2,500,000 27,568,000 66.0 % 1.3 % TOP 20 Countries 4,578,950,118 275,424,200 1,601,772,290 35.0 % 75.9 % Rest of the World 2,351,105,036 85,561,292 508,993,520 21.6 % 24.1 % Total World - Users 6,930,055,154 360,985,492 2,110,765,810 30.5 % 100.0 % NOTES: (1) World Internet User Statistics were updated for June 30, 2011. (2) Additional data for individual countries and regions may be found by clicking each country name. (3) The most recent user information comes from data published byNielsen Online, International Telecommunications Union, Official country reports, and other trustworthy research sources. (6) Data from this site may be cited, giving due credit and establishing an active link back to Internet World Stats. Copyright © 2000 - 2011, Miniwatts Marketing Group. All rights reserved.

 

 

What old folks video can teach us.

This video illustrates that as the rate at which new technology is introduced accelerates, eventually some of us are not going to be able to keep up. But if we treat each other well, and keep a sense of humor about it all, we can keep those dang-blasted, new-fangled, doo-hickeys from making our lives miserable!

It also teaches us, that as marketers, not everyone we are trying to reach is plugged-in with social media! Social media is just a tool. But it may not always be the right tool to reach your audience.

 

Stock Market Crash and truth in advertising.

Give the people what they want and they will flock to your door, whether it is a product, service, or in this case, a blog. By incorporating the "fad of the day" -- ie the Stock Market Crashing recently, into the headline, I can attract customers - in this case, readers to the blog. But like any advertising venture, if the product - in this case this blog, doesn't measure up to the expectations in the headline - ie info on the stock market - I not only lose the reader (customer). I probably alienate him or her from ever buying (in this case reading) my product ever again .

This is where truth in advertising comes in. Only by communicating a "marketable truth" (a real advantage or value) that the product possess, can you attract AND retain a customer. Communicate a "false, fabricated or over-blown" promise, and you will probably attract potential buyers, but once they check you out, and you don't deliver what they are expecting, they will be alienated from your product or service for life. 

At Atomic Ideas, we focus on finding and communicating your "marketable truths" so you can attract and retain more customers...AND sell more stuff!

 

 

 

Crispin Porter + Bogusky Proves That BS Didn't Help BK Sell More Stuff.

We're absolutely convinced at Atomic Ideas that bullshitting consumers won't help our clients sell more stuff. Not surprising since our overarching raison d'etre is to take the BS out of brand strategy.

The problem is, many advertisers still think that bullshit will help them move the needle. Case in point, Burger King and their advertising agency Crispin Porter + Bogusky, the latest victim of BK's marketing malaise.

Yes indeed, they're getting dumped by Burger King (oh, and Groupon just dumped them too after another self-indulgent fiasco). But from the agency world perspective, many of us wish we could be just like CP+B. But honestly, why? Here is an agency that arguably does more to publicize and advance its own agenda through its strategic and creative executions than it does for its clients. If everything you do is designed to gain attention for yourself as much as for your clients, maybe there's a problem. Of course, we are also aware of the fact that even CP+B may have caved to the clients demands. After all, 300 million is an awful lot of momey no matter how big an agency you are.

For seven years, CP+B garnered recognition, awards and peer accolades, and also much criticism for its Burger King work... from "Subservient Chicken" to sometimes bizarre and creepy "King" commercials to "Whopper Sacrifice". The problem is, that apart from an initial boost in sales, Crispin basically failed to help BK sell more stuff in the long run... much like their predecessors. Burger King is famously famous for switching agencies when nothing goes their way. 

To quote Ad Age:

"Before Crispin Porter + Bogusky, Burger King went through creative agencies like shit through a goose."

In our humble opinion, BK is as much to blame as its agencies. Burger King is a company that simultaneously dropped its "flame broiled" and "have it your way" differentiation in favor of... well, what? A guy in a mask? Most guys with masks are either terrorists or bank robbers. And if you can't have it your way at BK, well you definitely can't have it your way anyplace else. So what's the difference?

There is no question that "Have It Your Way" must have presented some difficult operational issues for Burger King. On the other hand, if they would have spent as much money figuring out how to make it work for their operators and franchisees as they did on the inane, useless advertising they have put into the marketplace over the past decade and more, they may have actualy gained market share against McDonald's and other competititors.

From our perspective, the real reason BK has gone through so many agencies is partly their fault. The idea that advertising can solve all a company's problems is completely fallacious. It's an excuse to cover up poor management, poor vision and a general misunderstanding of what consumers want and desire from a brand. On the other hand, Crispin's desire to make a splash for their own brand certainly didn't help them solve BK's business problems.

Most of what Crispin put out for BK was entertaining, sometimes bizzare, buzz-building bullshit, and it didn't work. Obviously, their client bought into it (and probably even asked for it). But at the end of the day, numbers show it did not communicate marketable truths about the product that would move the needle for the brand and help them sell more stuff. Both Crispin Porter + Bogusky and BK got a lot of attention, but for what? Alex Bogusky quit, and now BK quit them. Quit Pro Quo.

So now BK is looking for a new agency... again. Unless BK actually owns up to the fact that they (and maybe their products, management and operational isues) are a big part of the problem, rather than the agencies they hire on a regular basis, they will once again be pissing in the wind.

Hey BK, Atomic Ideas may be small, but we say what we think and we won't bullshit you or your consumers. Besides, we're fairly sure we would be a hell of a lot cheaper than all those big boys that have so far failed you.  Give us a call if you're looking to actually sell some real Whoppers! 

 

CREDIT: Thanks to animateit.net for the Bovine Excrement meter!

The 2011 CMO's Guide To The Social Media Landscape.

With social becoming more and more important in the marketing mix, we thought this chart from cmo.com and 97th Floor presents a great way to quickly review the pros and cons of the top platforms dotting the landscape. You can download the PDF at cmo.com.

It's a tool that could be useful in developing an actual strategy for social media engagement... something we find is still strangely lacking in many companies efforts. Agree? Disagree? Let us know.

 

 

 

Friday Funny - Talking Dog - Casting is Everything

This is the perfect definition of a viral video. So funny. So spot on, that people play it over and over again and send it to friends.  What is it selling? NOTHING. Advertising clients often ask agencies to "Make a Viral Video" then force them to cram all kinds of sales points into it. And god forbid anything in the video make the client or product look the least bit goofy, or in any way be "edgy." As so...it never goes viral.

But that's not what I really wanted to talk about today, which is: casting! Take a look at this talking dog video. The voice used for this dog is perfect. It fits the character of his actions and the dialog. So many clients want a "funny" radio spot but want to cast "straight-up" announcer boring voices. Or vise-versa, they will only buy a straight script but then want to put a "funny" voice in it "to make the spot funnier." Neither works. A spot needs the proper synergy of character, delivery and dialog. Screw up any of these and a potential customer's BS meter goes off and you've lost them (ie you've thrown your money away).

I know, I know, it's Friday and I promised you "funny" in the title. So enough pontificating. Here's the video. Enjoy!

  

How QR Codes Can Help You Sell More Stuff!

A QR, (Quick Response) code is a way to instantly allow people to use their iPhone, Android or other camera-enabled smart phone to engage further with your business and connect to more information about whatever it is they happen to be looking at, from business cards to brochures.

This QR code contains my contact info and took less than three minutes to create:

How many times have you wished your direct mailer or print ads could tell the whole story? Add a QR code, and they can! Or put them on in-store signage to offer consumers more info if they want it. 

With a QR code on your business card, people have a simple way to scan the code with their smartphone and transfer your info directly to their device. Better yet, the code could link to a video on the web of you describing your products or services, a special offer, or virtually anything else. And that's the beauty of QR codes; limitless possibilities to connect print to mobile and help influence purchasing decisions. 

Yes, you can even put them on your body.

How Does It Work?

Without going into too much detail (find that here), QR codes are similar to bar codes, except they can hold much more data. When someone scans a QR code with their camera-enabled Smartphone, they can easily link to content and/or communities on the web. There are many free sites for generating the codes, including Kaywa, ZXing and Kerem Erkan.

Most scanner apps are free,too. I use I-nigma or RedLaser on my iPhone. On an Android device, try Barcode Scanner.

How Are QR Codes Being Used In Advertising?

Here are a few examples from a quick search on the web. We think QR codes are an exciting opportunity to engage beyond the page. What do you think?

 

 

Want Gen X and Y to find Your Website? New Forrester Report.

For many companies, succesfully marketing to and engaging with Generations X and Y is essential to future business growth and success. Let's face it, someday all the seniors and Boomers (sadly, me included) will be gone. So it's important to stay on top of trends and research that helps us understand how the Xers and Yers will find us (and,of course, how we can find them).

A new report from Forrester Research provides some insight and statistics. The survey says that although natural search engine results and then referrals are still driving the most traffic, younger folks (not surprisingly) are increasingly using social chanels to find websites. 

Here are some stats and a nice chart from an article on the report at the fabulously informative MarketingProfs website. Read the full monty here.

      •  Some 16% of online adults are referred to websites via social channels.

      •  Among Gen-Y adults, nearly 30% find websites via social networking sites, while 25% do so via
         email from friends and family.

      •  Gen-Y adults are twice as likely to use blog posts and Twitter as referral sources:

      •  14% of Gen-Y adults are referred to sites via blog posts, compared with 7% of all adults.

      •  10% of Gen-Y adults are referred to sites via Twitter, compared with 5% of all adults.