tourism
INNOVATION: Thinking Outside the Cigaret Box.
Friday, June 29th, 2012 | Uncategorized | No Comments
Innovation is a term that’s almost a throwaway today. Every company and every leader stress the importance, value and impact of being innovative — the mantra being, either invent the next great product, or service, or experience. Or die.
At NOISE, we’re no different (although we admit the term is becoming a little threadbare). We, too, trumpet innovative thought and place it on a pedestal, challenging and demanding our very talented staff to not only think outside the box, but turn it upside down and even break it apart if needed. But sometimes, as Ogilvy Asia proves with this anti-smoking campaign in Thailand, being incredibly innovative is pretty simple stuff.
The setup? Children on hidden camera, brandishing cigarets, walk up to adults and ask them for a light. The adult responses are remarkable — for their candor with the kids, and their reactions following the payoff from the children.
It’s creative that’s innovative, powerful and effective — simply. That’s a lesson all who strive to achieve these results can learn from.
SOURCE: NOISE, FoundFolios.com
HEALTHCARE: Why You Spell Health With an “E”.
Friday, June 29th, 2012 | Uncategorized | No Comments
Just a couple of years ago, the concept that personal health information could reside on something as accessible and potentially hackable as the internet scared providers and patients alike.
My how times, security and acceptance have changed. According to a newly-released study by Accenture Connected Health Pulse, 90% of United States patients embrace eHealth self-serve options including access to personal health information; scheduling appointments; communicating with their physician; and scheduling and refilling prescriptions. Additionally, the vast majority of patients also want health communications — including preventative and follow-up care — delivered via digital media including online and mobile devices.
But here’s the big opportunity for healthcare marketers: nearly half of all these digital-eager patients aren’t even aware that their provider offers these services — meaning if you start talking about it when the guys down the street aren’t, you’re at a competitive advantage.
So healthcare providers, remember the new adage: not an apple a day, but an email a day.
SOURCE: NOISE, Center for Media Research
CREATIVE: You’ve Got Talent You’re Not Even Aware Of.
Saturday, October 1st, 2011 | Uncategorized | No Comments
Next time you’re gearing up for a campaign that requires a human element, NOISE creative offers up this suggestion: before you (or your agency) contact a bunch of professional modeling agencies to sift through endless head shots, comps and portfolios — stop and, instead, look around. You’ll find some outstanding talent among your employees and your consumers.
Amazing? Yes. True? Yes. Easy? Well, there’s the rub.
While the thought of working with real people scares many a hearty marketer’s heart — or sounds exceedingly boring to those of you who can’t imagine an interesting face around your place — the fact is that fascinating, compelling, engaging and attractive people types are literally all around you. You simply (alright, not so simply) need to know what to look for when you look into someone’s eyes, and that’s where your agency and their talents should come in.
We were reminded of this lesson recently at a two-day, run and gun photo shoot for a NOISE client. By the end of our assignment, we had compiled a portfolio of quality, variety and style any talent agency would drool over. Plus, our client didn’t have to pay a dime in talent fees.
Lesson: don’t be afraid of turning to real people for a campaign that requires real people. More often than many marketers assume, they’re perfect for the part.
SOURCE: NOISE
SOCIAL MEDIA: Measuring ROI Requires More Than One Yardstick.
Friday, September 30th, 2011 | Uncategorized | No Comments
Maybe it’s just us, but it seems the relationship between social media and return on investment is a particularly hot topic. Here at NOISE, we can’t seem to make it through the day (or through a conference) without an e-mail, a blog or a seminar proclaiming that it owns the definitive bottom line on how to arrive at SM’s bottom line.
News alert: there is no one way or best way to measure social media ROI. The way we see it and practice it for NOISE Social’s many clients, which is the way you should see it and practice is, is that you measure social media’s return simply against what you’re asking it to do. And as you know, social media is no one-trick pony.
So, drum roll please, as NOISE reveals the top ten ways we apply (and measure) social media return on investment:
1. Brand Ambassadorship Development: Defined by the numbers of legitimate, involved social community followers you attract.
2. Consumer Engagement: Defined by the involvement and participation of your community’s followers in your brand via interactions.
3. Brand Passion: Defined by how often and how passionately your followers recommend your brand, and share it with or refer it to others.
4. Databuilding: Defined by hard counts of actual e-data consumers your social media efforts add to your overall marketing machine.
5. Market Research: You can use social media to learn a lot about a lot of things, both consumer-based and marketing-specific; if so, what’s the level of involvement and quality of data?
6. E-commerce: Are you transacting sales within your social media platforms? If so, measure your inquiries, conversion rates, transactions and profits.
7. Secondary Sales: Social media can generate sales by driving consumers to secondary transaction points (like a reservations page, or a shopping cart). Measure your efforts vis-a-vis referrals to your sites, as well as transactions.
8. Public Relations: Done effectively and creatively, social media can create a whole bunch of ancillary buzz via public relations. Are your social media efforts being acquired and publicized by other media outlets, creating value-added buzz for you?
9. Web Traffic: Social media should generally have an end-goal, and for most brands, that end-goal should be to drive consumers to your web brand to further engage, interact and transact with you. Look at your analytics.
10. Dollar Signs. In the end, social media can specifically and emphatically deliver sales. Don’t believe us? Try creating a social-media-only sales offer, package or campaign.
Bottom line? There is no one, best way to measure social media. But social media’s bottom line can clearly be measured by how you apply strategies and tactics — and if done correctly, its impact on your branding, marketing and sales efforts can be powerful and positive.
SOURCE: NOISE
SOCIAL MEDIA: Why Google+ Just Might = Success.
Monday, August 1st, 2011 | Uncategorized | No Comments
Although Google+ has put a temporary moratorium on branded accounts for business, odds are it won’t be long before the new social media upstart opens the door to all of us impatient marketers who, like Black Friday shoppers at midnight, are lining up outside. Are you one of them? If not, you should be. Here’s why:
Google+ and YouTube = Success. The integration of these Google products means a far more pandemic viral potential for branded video marketing. Plus with Google Hangout (its multi-user free video chat), brands will be able to interact with consumers real-time.
Google+ and Latitude = Success. With Google’s geo-tracking product (Latitude), it’ll be easier than ever for people to check into a location and have that information immediately shared with their “circles” of friends — enabling brands to easily execute loyalty marketing and rewarding programs.
Google+ and Translate = Success. Are you a brand with an international audience? With Google’s Translate product, multi-lingual communications to your brand page will automatically re-render in your default language — and vice versa. A simple advantage like this could literally open up new worlds to marketers.
Google+ and Sites = Success. While Facebook remains relatively limited in its ability to enable marketers to truly brand pages, Google’s Sites product is far more flexible in design, content and functionality — another plus for Google+.
Google+ and Adwords = Success. Added bones: Google’s paid search marketing program will bring far more contextual, demographic and analytic sophistication to social PPC campaigns — bringing all of us more clarity on the value of social media marketing.
Within the first month of its “launch,” Google+ has been attracted more than 15 million users, not to mention Facebook’s attention. The question now is: will Google+ be the next social media phenomenon? Only time will tell — but if you’re an innovative marketer that in any way engages a social media community, the time is now to prepare for the opportunity that Google+ is about to open to you.
SOURCE: Memeburn, NOISE
SOCIAL MEDIA: Out With the New, In With the Older.
Wednesday, June 22nd, 2011 | Uncategorized | No Comments
While social media may have been launched and nurtured by young adults, today’s social media audiences are decidedly older — and more female — than ever before. So social media marketers, take note of these important trends as reported by Pew Research in a study of engagement habits over the past two years:
1. Twice As Nice. Today, almost one of two persons in the United States (47%) interacts daily with a social media site — nearly double the number in late 2008, when the last study was undertaken. And for whatever it’s worth, folks who participate in social media sites are more politically engaged than other adults, and more likely to trust others.
2. Aging Gracefully. At the same time, the most significant growth in social media is occurring among older adults — with the average age of the social media user climbing to 38 years old (five years older than just two years ago).
3. Girl Talk. Additionally, the U.S. social media audience continues to grow more feminine, with 56% of today’s users women (versus 53% two years ago).
Need to reach intelligent, trusting, motivated females who are likely involved in families with children, with a higher than average disposable income? Now you know a little more about where to find ‘em.
SOURCE: NOISE, MarketingProfs, Pew Research
CAUSE MARKETING: $50,000 Ways NOISE is Saying Thanks.
Friday, November 12th, 2010 | Uncategorized | 2 Comments
Cause marketing has emerged over the past year as one of the most effective new strategies to build positive brand awareness, grow and engage social communities and consumers, influence sales and — at the same time, at the bottom line — impact humanity on the plus side. Now, it’s our turn. And we have 50,000 ways we’re saying thanks.
You see, 2011 marks 25 years since John Sprecher incorporated what is today NOISE. And as dramatically as the brand communications industry has evolved since 1986 — from the caveman days of typewriters, markers, White Out and an amazing new thing called a facsimile machine — what hasn’t changed is our company’s four-part mission statement, which includes this closing phrase: change the world for the better.
As a result, NOISE will celebrate and say thanks for 25 years of success — by giving back $50,000 in value of brand development services to great causes, great ideas and great people all throughout 2011. This celebration will comprise ten $2,500-value services grants, along with one $25,000-value services grant to a grand-winning recipient. A formal nominating process will be announced December 22, 2010.
To stay in touch, be sure to follow us on Facebook. Twenty-five years and $50,000. That’s how NOISE says thanks — and you’re welcome.
SOURCE: NOISE
SOCIAL MEDIA: What’s Not to Like? Or Unlike?
Thursday, November 11th, 2010 | Uncategorized | No Comments
What are the most effective ways to motivate social media consumers to like your brand? Engage with your brand? Share and actually purchase your brand? Equally important, what are the mistakes to avoid if you want to keep ‘em in like with you? We know the secrets, and we’re telling.
According to a newly issued Cone Inc. survey, as reported by Mark Dolliver of Adweek, the average social media consumer engages with brands for the following reasons (in order of influence):
• 77% Offered Incentives (Promotions, Discounts, Free Trials, etc.)
• 46% Solved a Problem (Customer Service, etc.)
• 39% Solicited Feedback (Surveys, Research, etc.)
• 28% Entertain the Consumer
• 21% Market to the Consumer (PPC)
The payoffs are big. With a positive brand experience, 60% of social media consumers feel better served by the brand they engage with, and 59% are more likely to buy that brand.
On the flip side, consumers will quickly and eagerly thumbs-down and unlike a brand. Here are the three biggest mistakes to avoid:
• Don’t Act Irresponsibly Toward Consumers
• Don’t Over-Communicate (Begins to Feel Like Spam)
• Don’t Become Irrelevant
With studies suggesting the average marketing value of every Facebook “like” at $130-plus, there’s a lot to gain here. And a lot to lose. Choose wisely.
SOURCE: Cone Inc., Adweek, NOISE
MARKETING: How To Factor Your E-Marketing Budget.
Sunday, November 22nd, 2009 | Uncategorized | No Comments
If you’re a smart marketer (and you are, because you’re reading Trendspottings), you’ve no doubt produced highly targeted, professionally executed and customer-centric E-marketing campaigns this year — and you’ve witnessed the benefits of The Almighty E-Mail to deliver outstanding clickthrough results and cost efficiencies for you.
So looking ahead to a wildly successful 2010 as we at NOISE are for our clients, how are you divvying up next year’s marketing spend?
Being the smart marketer that you are, you’re already budgeting more for E-marketing and social media — the only two marketing tactics to increase budget share in 2009. And to help you factor your E-marketing budget, NOISE presents this useful trending from MarketingSherpa that highlights the significant increase in E-marketing spend, across eight industries. (Note: simply click on the image to enlarge.)
Where will your 2010 E-marketing campaigns propell you? Hopefully, to greater success. And should you need a little propellent, well, rocket fuel is available here.
SOURCE: MarketingSherpa, NOISE
MARKETING: Reslicing Your Budget Pie.
Monday, August 3rd, 2009 | Uncategorized | 2 Comments
How are marketers investing their very valuable budgets today? According to a newly-released report from Forrester Research that studies First Quarter 2009 marketing budget allocations to First Quarter 2008, the pie is being sliced up quite differently than just a year ago. How does your budget compare?
Overall, the report noted that marketers have quickly and emphatically re-prioritized dollars toward strategies and tactics deemed most valuable to maintaining a competitive advantage. In simple speak, that basically means: adios traditional media, hola new media. Here’s a look at how the budget pie is being resliced:
- Social Media: 47% have increased budget
- Web Development: 44% have increased budget
- Online Advertising: 40% have increased budget
- E-Marketing: 38% have increased budget
- Marketing Technology: 27% have increased budget
- Loyalty Programs: 14% have increased budget
- Branding and Advertising: 11% have increased budget
- Direct Mail: 7% have increased budget
- Staff and Training: 5% have increased spending
- Traditional Media (TV, Radio, Print, Magazine): 4% have increased spending
Clearly, the trend would suggest that smart marketers will build their brand best by investing in areas that best enhance their customer’s brand experience — you know, marketing tactics that are interactive, directly communicative, social and measurable. To us at NOISE, that sounds like a smart strategy in any economic climate.
SOURCE: American Marketing Association, Forrester Research, NOISE
SOCIAL MEDIA: QwickClick More Customers to Your Web.
Tuesday, June 30th, 2009 | Uncategorized | 1 Comment
It’s been well documented here, there and virtually everywhere how the Internet has become the number one medium in the United States for video viewership — and how “social” or “web” videos, editorial in style and soft on sell, can dramatically drive awareness, buzz, traffic and sales in almost any industry.
Well, along comes a company to help innovative marketers everywhere sieze the moment and the opportunity.
It’s called QwickClick VideoTours, a creative group of video, post production, on-camera, Internet and social media marketing professionals. Serving clients throughout the U.S., QwickClick VideoTours — launched earlier this spring — works directly with clients or in association with their advertising agencies to create two- to four-minute “social videos” that can be embedded in the marketer’s website, search engine optimized, propagated throughout the Internet video world and otherwise alchemied, like gold, to a marketer’s overall web strategy.
The beauties of QwickClick are many and, unlike your sales manager wielding a home videocam, include: experienced, award-winning professional video production and edit teams working in High-Definition format; professional on-camera talent to open, close and “narrate” the video; rights to professional music underscores; complete on-location videography that follows a client-approved storyboard and script outline; and delivery of project for embedding into your website within three weeks of shoot date (all for an extremely cost-effective rate). Additional for-charge services include web programming, search engine optimization, e-marketing and other strategies and tactics, as well as location still photography.
Virtually any business-to-consumer, and most business-to-business marketers, would benefit with QwickClick VideoTours — particularly travel, hospitality, health care, real estate, entertainment and other industries where multiple stories will combine to weave a comprehensive brand story and brand experience.
Wanna learn and see more? Just QwickClick here.
SOURCE: NOISE
BRANDING: What’s Your Unique Buying Proposition?
Monday, June 29th, 2009 | Uncategorized | 1 Comment
Once upon a time, marketers would preach and companies would promote their “unique selling proposition.” The argument, as you probably recall, was that what makes you different is what makes you better — and that’s the message you take to market.
Unfortunately, it ain’t as easy as that today.
The problems with this Little-House-on-the-Prairie-old-school line of thought, as we all know, are many. First, very few brands today can claim a genuinely unique selling proposition. Second, the USP focuses on your features — and hello, people don’t buy features, they buy benefits. Third and most important, your brand isn’t defined or remembered by some single unique element, but by the cumulative interactive experience that’s unique to every one of your customers.
To underscore this, along comes Newt Barrett — content marketing expert, publisher of ContentMarketingToday.com and NOISE Digital Marketing Officer — with the concept of the “unique buying proposition.” As Barrett so smartly points out in his outstanding weekly e-newsletter, the Unique Buying Proposition isn’t in any way about you — but rather, all about your buyer (i.e., customer-centric) and what your buyer will gain from entering a relationship with you (i.e., the benefits).
Put another way, your Unique Buying Proposition is the wind-up to your brand promise pitch. And to us at NOISE, your brand promise — which is defined and delivered by everything you do and everyone who does it for you — is truly what’s unique about you, and what makes you better.
SOURCE: Newt Barrett, ContentMarketingToday.com, NOISE
HOSPITALITY: Are You Branding Your Green?
Sunday, February 22nd, 2009 | Uncategorized | No Comments
Clearly, hospitality is one industry that’s been leading the way in influencing and impacting positive change in eco-friendly business practices and initiatives. It’s also one industry that has clearly seen the powerful, positive influence of “going green” in the consumer’s decision-making process.
While various governmental and non-profit organizations now exist to help certify and proclaim your greenness (among the newest ones we’ve seen is the Sustainable Forestry Initiative at sfiprogram.com), NOISE would like to put in a carbon-emission-free plug for creating and marketing your very own branded green program.
One example of this thinking is the “Green Tween” program created for our Captiva Island, Florida client ‘Tween Waters Inn Island Resort. In addition to pursuing official designation as a Florida Green Lodging Program partner via a variety of best practices, the resort is proclaiming its intent to be a friend of the environment — internally and externally — with display of its “Green Tween” logo on printed materials, online communications , even point-of-usage on property.
Whether you’re in hospitality or just about any industry, going green says a lot about your company. But keep in mind — done properly, branded respectfully and implemented conscientiously — it can say even more.
SOURCE: NOISE
TOURISM: The Future, As Seen Through One Crystal Ball.
Saturday, January 24th, 2009 | Uncategorized | 1 Comment
Few tasks are shakier than predicting the future — and few industries are more quickly shaken by events or economy than travel and tourism. Nevertheless, Forecasting International recently took on the challenge of peering into their crystal ball to divine what they believe will be the Top Ten developments to impact the hospitality industry in the next decade. For argument’s sake, and who doesn’t like to argue stuff like this, here they are:
- In-Air Communications. Already, American Airlines has announced plans to offer in-air internet service. Watch for this, as well as cell and text communications, coming soon to an aisle seat near you.
- The Decline and Fall of Travel Agents. As internet bookings continue to expand in popularity and ease, say hello to the industry’s next breed of dinosaur.
- Multi-Information Kiosks. Airport ticketing kiosks are just the beginning. Watch for multi-purpose kiosks that will provide printable or downloadable travel guides, vacation packages, insurance and a lot more.
- Universal Easy Pass. Visa’s Pay-Wave touchless credit card is already accepted at more than 30,000 retailers, while MasterCard and AmEx are also rolling out similar wireless cards and transaction stations. Think of it as a magic wand of credit. That sounds like trouble, doesn’t it?
- Security Meets Technology. Security lines will get shorter and faster as travel identification cards include more hard-to-fake data. Good for all of us.
- Radio Frequency ID Chips. If this sounds James Bondian, it is: by combining a digital memory chip with a microscopic radio transmitter, just about anything can be tracked and located. The possibilities, from personal protection to inventory control, are unlimited.
- Real-Time Translation. In a few years, hand-held translators will convert whatever you say into your choice of perhaps the world’s ten most common languages. How do you say “cool” in Chinese?
- Airline Recovery. While times may currently be tough, Forecasting International opines that the airline industry is learning a lot of valuable lessons that will lead to a more efficient, profitable future. Let’s hope so.
- The Aging Baby Boomers. As this demographic continues to mature, travel marketers would be wise beyond their years (sorry) to develop facilities, amenities and services that cater to and care for this great, graying group.
- It’s a Small World After All. And the biggest impact on global hospitality? The new, emerging tourism markets of China, India, Brazil and other nations, which Forecasting International expects to contribute close to 100 million new travelers in the next ten years.
Of course, no one can really predict the future. But you can analyze it, plan for it and — if you do it right, with a little luck — profit from it. How are you thinking ahead?
SOURCE: Marketing Review, NOISE
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