Endust and Their 360° Marketing Solution

Times have changed. The marketing schemas of the past daily fall short against the onslaught of attention grabbing social media sites, extensive search engine results, and the pure cynicism of most consumers today. How is a product to stand out? The trick, it seems, is to become a brand.

A brand has power. A brand wields customer loyalty and trust and serves as a resource. A brand is marketable. But how do you become a brand? How do you market so that your marketing claims are more than unfounded statements about being the best? How do you turn these claims into the deeply staked tenants that are your policies, your products, and your brand? It’s even harder than it sounds.

There are two obstacles in marketing today—you must get the customer’s attention, and you must overcome the ever imminent dismissal. Nobody wants to listen to your marketing spiel—you can stand for as long as you’d like in the town square soap boxing, but nobody will hear you. Even more difficult—rarely do those who do hear your words believe what you’re saying. Getting the word out about your product feels hopeless in today’s mass marketing world.

Never fear! There are people who have stood where you’re standing now, who have looked out into that blank crowd of apathetic faces as you are doing now, and who have pushed and prodded, screamed and wailed, and tried all manners of attention getting devices until they found the ones that worked. And now—they offer their findings to you.

Endust, a Sara Lee brand purchased by Nakoma Products LLC, was in a tough spot. (This may sound familiar.) They had a new and exciting product, Endust Free, a hypoallergenic cleaning spray. They truly believed in it, they fully backed it, but they couldn’t seem to get the word out about it.

A few years ago, they hired Single Throw Internet Marketing to improve their online presence. Using advanced Search Engine Optimization techniques, Single Throw^SM increased website visits by 300% in three months and increased time spent on the Endust page by over four minutes. Impressed by their success in the past, Endust once more turned to Single Throw to give their product, Endust Free, a leg up in a tough market.

For the full case study click here.

Misspelling is a pet peeve of mine. Sure, I’m as guilty of creating spelling errors as often as the next person – maybe more. But when push comes to shove, I know that in most instances – especially in the day of 140 character messages – we have one shot. And with call to action, that shot is truly critical. So I better look twice, or three times, at the message for misspellings and context.

Take this site for example:

Seems like they’re inviting the Guidos and Guidettes from Jersey Shore (the TV show, that is). Or simply a translation process gone bad? (The site seems riddled with typos.)

Sometimes misspellings may be in headlines or artwork.

At least they were consistent on this site – the Title tag uses “Acommodations”, too. While in this case it’s not a call to action, it is a missed detail - it’s what I came to the site to see. Does that mean they might miss an important detail about my reservation? It’s an error that can alter my perception of their services.

And take the headline of this post, for instance…Looks funny doesn’t it? Yes, it’s intentional, just to prove a point. Things can go wrong with technology. A spell checker might be turned off or ignored (they can be annoying). Or it might be missed in the art creation or development process, where spell checking is likely non-existent.

As Internet Marketing consultants, that means we have to be even more vigilant, ensuring we read, test and review thoroughly. Because we have typically just one chance to connect; to set the proper tone; to create or alter perception. A letter or word out of place can totally blow that chance.

Seems pretty basic, right?

So the song goes…

Everbody’s talkin’ at me,
Can’t hear a word they’re sayin’…

Is this an ingenious use of social media or simply a dilution of the brand?

Social media sites, while in intention are meant to inspire such conversation, can often just run amuck into simply…well, all talk and no action. Call to action, that is.

When does social media just become noise? I think this is a good example. I have no time to babble about their site – which is what is going on now on Twitter. The brand is lost.

What is the call to action? What is the brand gain?

Maybe they were hoping people would say, “Wow, look what that great rainbow candy did…isn’t it cool! I gotta get some!”

Instead, people are tweeting about how Skittles broke Twitter. It’s more about Twitter than Skittles.

Remember the Goal: Brand Enhancement

What about the brand? What satisfaction can I get from Skittles? What space should the Skittles brand occupy in my life? (OK yes, it’s just candy, but as a brand it should answer that question.)

In this case, the brand has been reduced to a business card-sized image with some navigation at the top left of the page. That’s it. The rest is everybody talking about….whatever. It’s just noise…

Use social media to your advantage. Ensure you have a close connection to your brand and that the talk enhances your brand. Not talks over it.

And make sure you have a page to call to “home.”

Give it a look at Skittles.com.

Attracting Customers the New Old Fashioned Way.

As I sit here preparing to write another article outlining the fall of the local Yellow Page directory, a call comes into my office and is routed to one of our Internet marketing consultants. The caller is interested in learning more about our Internet marketing services. Potential leads calling my office is a fairly common occurrence, what’s uncommon about this particular caller is the way in which he found us - the local Yellow Pages. Talk about timing, I didn’t even realize we were in the Yellow Pages!

So, does this change my opinion of the big yellow lug? No.

The Yellow Page directory is a paper dinosaur and not long for this world. Yes, we did get a lead from it today, one lead, not a very good one and the first lead from the yellow book in seven years!

Read More >>>

Here it is, 7:00 on a Sunday morning and I am browsing for pre-holiday bargains in my comfy chair with a cup of coffee and the toasty warmth of the fireplace. (Here in the northeast, an early cold snap puts the morning temperature at 23 unbelievable degrees!) Like other shoppers, whether you intend to visit a brick and mortar or not, you can easily plan your shopping and grab up discounts and coupons with the ease of a click. Which lead me to click on a call to action from Target.com.

Sign up for the 2-day sale preview!

Sounds great! I sign-up, they send me sale information before anyone who didn’t click! It’s a compelling call to action for someone in the holiday buying mode.

Now, I’m totally sensitive to design. It’s my passion…that is, until it disrupts usability. Target is a great brand. No living, breathing American doesn’t recognize their red target logo or Bullseye the Bull Terrier mascot.

There’s a time when you want to maintain design conventions: colors, patterns, and style. Then there’s time to realize that maybe those conventions might not work as intended. They may actually impede the customer’s intent. That’s when you need to stop and re-evaluate and re-design.

That’s what I found when I clicked that call to action. A very pretty overlayed registration box. I entered my email address twice. I clicked the opt-in boxes. Then…

I clicked the Cancel button.

Why? How can that happen? I wanted to sign-up. I got this far. What was I thinking???

Here’s why. Take a look at the two action buttons. The more prominent button is the Cancel button. It has more visual contrast and is featured on the right: the path I am more likely to take if I am expecting to “move forward.”

Why would they position it that way? Why would they make the Cancel button the most prominent action and image on the screen?

Sometimes it’s the simple things that escape us. I am a big proponent of not making it easy for someone to say no, particularly if they have made it this far in the purchase funnel. If they are not interested, they can always click the close window option.

I did go back and tryit again after I realized what happened. I wonder how many other people quickly filled-in their email address and instinctively clicked the more prominent option and didn’t go back. Ah, consider their disappointment when they don’t get their 2-day sale reminder.

Don’t make simple mistakes in an already difficult economy and shopping climate, particularly at what is the biggest shopping time of the year. Even though something may be designed one way, keep an eye on results and analytics, and change what doesn’t work or can work better…and change it fast!

Hey Target…Consider this a little free advice.

Happy Black Friday!