Make your brand as accessible as possible

Posted on June 18, 2013 by Drew Abbott

Quick, guess which sport in Canada had the biggest growth spike between 2010-2012? If you guessed soccer – you would be wrong. Basketball is the winner: It had an increase in participation of 16%. Notice how hockey isn’t on the list either.

For anyone interested in learning how to achieve a higher level of engagement in their business, they should read the recent National Post (Financial Post) article where Dan Mackenzie, Vice President and General Manager of NBA Canada is interviewed.

As somebody who likes sports, and has been a longtime user of nhl.com and the Game Center app, the NBA seems to be taking things to the next level. Their multi-level strategy involves grassroots marketing, coaching clinics and more – an example of this was the NBA’s exhibition game between Minnesota and Detroit at the MTS Centre in Winnipeg this past year. It wasn’t a case of the teams flying in, playing, and hustling out of town as quickly as they could. Instead, the NBA came early, stayed for a number of days after the game and helped refurbish a local community center.  MacKenzie commented: “We tried to leave something so that when the game is gone, people still remember the NBA was there.” The NBA has even got the branding down, and call the exhibition games the NBA Canada Series. Pretty clever if you ask me.

The NBA has increased its broadcast (includes Digital) revenue and  its merchandise sales considerably over the past number of years. What’s next for them? They are continuously building on growing their brand in China and the Philippines. In China alone they estimate there are 300 million basketball players. How’s that for a number!

While very few businesses have the marketing cache of the NFL, NHL, and NBA, they are proof that nothing stays the same, no matter how valuable you think your franchise might be. You constantly need to evaluate new ways of promoting your brand to get year-over-year growth.

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Connecting Emotionally with Your Customer: Father’s Day Edition

Posted on June 14, 2013 by Amanda Stevens

Have you ever watched a commercial that just gave you shivers? Whether it be the good or bad kind of goosebumps, you watched a marketing vehicle and had an emotional (and physical) reaction to it.

That’s my favourite kind of marketing.

The kind that makes you think. Whether it be to reminisce, to motivate, to relate, or one that just touches your heart. In the spirit of this upcoming Father’s Day, below are two videos that I had to watch at least three times in a row.

1) Meaghan Mikkelson for Sport Chek
Now I am probably a little biased, being a hockey player myself and my Dad was a Goalie Coach on my community club and high school teams, but regardless I think this commercial does a great job of exemplifying how supportive Dad’s are – whether it be hockey, tennis, or Chess Club. You can see the undying determination in Meaghan’s face as she puts herself through the ringer, training to be the very best she can be, because she wants to make her Dad proud.

2)  Power of Dad – Oral B
This commercial is quite touching, and again does a great job of showing how much Dads are part of our lives, and no matter how old we get, they continue to be. Many of them may put on a tough face most of the time, but this commercial really pushes the power of a smile (and how you can help Dad maintain his pearly whites!)

Both of these ads tell a story, make you want to relate, and display imagery that conjures up emotions. All of this is done without shoving a product in your face. What they want to achieve is brand association. When you think of training, or playing any sport – get your gear at Sport Chek. When you want a toothbrush that keeps your smile sparkling, you need an Oral B electric toothbrush!

When you want to reach your customers, think about what story you could tell that captivates their attention. Everyone loves a brand that shows they understand them, and their needs.

I’d like to take this opportunity of some online real-estate to say Happy Father’s Day to my Dad! Thank-you for all that you do and have done. I’m a much better person because of it.

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I don’t “think” the web is for me…

Posted on June 13, 2013 by Dwight

I often meet with clients that have a skewed perception about the Internet and what it can (or more so can’t) offer their company.  For example, I met with a prospective client who is a friend of mine that owns and operates a successful medium sized company in the commercial plumbing and heating industry (I won’t say who he is, fearing that he’ll cut off access to his beer fridge).

He wasn’t too enthusiastic to have a website that promoted his company’s services thinking that the web was for entertainment, or for those few that were brave enough to enter their credit card information to purchase an item.  Since he wasn’t a YouTube addict or selling a consumer based product, he felt that there was no need to develop a website and to promote his services on the web.  The fact is most people go to the web for information.  For instance, they may search for a DIY tip for a minor home renovation, or to find someone to do it for them.

Here are the 4 main reasons people go to the web in order of popularity.

•    They are looking for information
•    They are looking to buy something
•    They are looking for entertainment
•    They are looking to be part of a community

If you are a service-based company then you fall into the #1 reason why people go to the internet.  If this is who you are and what your company offers, then the web is where you must be. People are constantly looking for services (especially skilled) within their community.

Not sure how you can benefit from Web Development in Winnipeg? Then give us a call – let’s talk about your business and how we can help.

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Direct Mail Messaging needs to be Simple to be Effective

Posted on June 12, 2013 by John

As our Winnipeg Business clients build out their brand in the marketplace, many choose to engage in one form or another of direct mail.  In addition to your online marketing, the Direct Mail marketing channel can be an effective brand builder and lead generation platform.  Having said that, a great direct mail program today with a compelling call  to action can only expect a maximum of 1 to 2% response rate.

That’s if everything is perfect.

What I mean by that, is the messaging must be simple, clear, and compelling.  Don’t get wrapped up in multiple offers and too much information.  It will only clutter the message and limit your results.  Remember, you are only 1 of 3000 messages that will be received by your target audience that day.   Don’t over complicate it.

Hep

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Innovations in Shopping

Posted on June 11, 2013 by Drew Abbott

“Things aren’t always what they seem; the first appearance deceives many” can be attributed to Roman poet Phaedrus (444 BC-393 BC) despite the fact that many people today would probably argue that it came from a pop song or sitcom. Needless to say, it is an interesting way to look at e-commerce.

PwC, in its 2013 Global Multi-Channel Retail Survey, undertook a study to better understand the retail landscape and shopping behavior in 11 countries – Canada being one of them. It found that while 42% of Canadians are on social media sites like facebook and twitter at least once a day, only 7% were actually using social media to shop.

So where does that leave retail businesses?

It means they still need to be realistic and creative in getting their products in front of shoppers. One example is the focus on integrated marketing strategies to entice shoppers. A recent example of this is what Walmart is doing along with Proctor & Gamble inside 50 Toronto bus shelters over the next month. Essentially waiting passengers can scan posters in the bus shelter that have QR codes and buy immediately from their smart phone. Products such as Pantene Shampoo, Pampers diapers and Tide detergent are some of the products being offered. The sweet part of the deal is these products, once purchased, are delivered to your home for free.

Always ask the following question over-and-over about your business: Are you adapting to the changes in the marketplace and looking for new ways to reach potential customers? Plus, are you following what some of the industry heavyweights like Walmart, Target and others are doing? You should be, even if you have a limited budget. They are spending millions on marketing and sales techniques that more than likely can be mimicked at a  bootstrappers’ wage.

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Proof Positive – Twitter Works!

Posted on June 10, 2013 by Jon Waldman

Garage Sale Promoted on Twitter

One of the first Tweets to promote the garage sale, which netted results!

Whenever I speak with someone about social media, the questions I most often get are about Twitter.

“What is this Twittering thing?” “How often should I Tweet?” “What should I Tweet about?”

Those are all reasonable questions. Though the social networking platform is one of the longer-running media, there are still some enigmatic qualities to it. It’s hard to ‘get’ Twitter if you are new to it, especially given that the time a Tweet will sit in someone’s view is mere seconds.

Because of this, a lot of people I speak with say that it’s not worthwhile and they’d sooner invest in Facebook or LinkedIn activities.

So I decided to do my own road test. Sure, my personal account has been great when I’m covering Winnipeg Jets games because of the conversations that generate readership, but that sort of conversion isn’t a fiscal returner.

This past weekend I went into a small business operation in the retail industry. More specifically, a garage sale.

Throughout the day, I Tweeted about specific items in the sale or gave general updates. Free advertising is free afterall.

Turns out, it did the job. Towards the end of the day, after the ‘veteran garage salers’ had passed through, I began asking people where they found out about the sale. True enough, Twitter was one of the spots.

So what can I derive from this (other than hashtagging ‘garagesale’ works)? Perhaps the best Tweeting method is to do some regular activity (say a couple Tweets a day and engage in conversation), but for an effective business conversion, pick a special event day, say like a big sale day, and provide regular updates. Tease beforehand using a stream as part of your website development in Winnipeg (or #winnipeg) then post every hour or so with a couple follow-up announcements.

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Targets can Change based on Profitability

Posted on June 5, 2013 by John

Many of our Winnipeg business clients have focused on a particular target audience only to find that for whatever reason, the expected resources deployed by the client don’t match the profits expected.

At this point, you have to make a decision;  change your resources or change your target. I find that it is easier to change targets, adjusting your marketing to meet a more profitable niche.

With online marketing, it is now a lot easier to adjust your messaging than in the pre -internet days where all of your literature and other peripherals would require revamping.

Once you have content that is in tune with your new target, lead generation campaigns will have to be tested as old tactics that were specific to success with the old target might not apply to the new buyer.

If you are not profitable with your existing target audience, it’s time to change it up.

Hep

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Ignore the Social Media Wars – Concentrate on Your Website

Posted on June 3, 2013 by Jon Waldman

Opening my email this morning, I came across yet another tidbit in the battle between Google Plus and Facebook.

And I said, “So?”

The newest bell and whistle that either company launches in the struggle for attention really doesn’t grab me.

Facebook is waning. Proof? Check out stats recently released by Mary Meeker during her “State of the Internet” presentation. In reporting on a March 2013 study “Facebook Fatigue: Fact or Fiction?”, Meeker showed that FB is the lone social media platform that dropped in usage between 2011 and 2012.

The all-powerful teenage audience is tiring of FB and is moving on to media like Tumblr and Vine.

So what does this mean for you, Winnipeg business person? Simply this – social media will forever change. When its audience shows little loyalty, you’re bound to lose.

Instead, look towards ‘old faithful’ – that www that precedes your company name. Chances are you’ve neglected your Winnipeg website development over the last while in favour of hours in the socialsphere. Big mistake.

If you’re ready to get back on track with your website, give me a shout.

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Web Design Awards Hep Will Never Win

Posted on May 30, 2013 by John

Have we won any awards at Hep for our web design?

No.

Are we the best on the planet at Web Design?

No.

Why does our web design and development business continue to increase every year?

The simple answer is that our designs and development get results for your Winnipeg Business.  At Hep we do great web design and development with a focus on getting you results from your online marketing.  Our clients appreciate the fact that we are marketers first, not web designers.

If you want pretty pictures – go to a designer.  If you want results, talk to us.

Hep

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Starting Web Design from Scratch

Posted on May 27, 2013 by Jon Waldman

Canada Car Color - Winnipeg Website Design by Hep Communications

One of our recent launches - Canada Car Color - a brand new, first-time website.

Challenges come with any Winnipeg web design project, there’s no two ways about it.

When you’re redesigning, you’re working from an existing model that has with it certain facets that the client has either had a measure of success with or, conversely, has not seen the planted seeds bear fruit. From here, web development focuses on improving what doesn’t work while touching up the working portions.

When you’re starting from scratch, however, the challenge becomes very different. Without a previous existing model, you’re shooting in the dark… unless you’re coming to the table prepared.

The key to successful web development from a fresh start is to have supports in place that comes with well sourced background information. Even before meeting with a new client, where that first interaction will yield information about the successful facets of their business and where they want to focus website development and content, we take the time to properly research the market.

This involves a couple facets:

  • Finding emphasis points within the industry for products or services;
  • Searching through keyword functions to determine what the consumer is typing into Google; and
  • Gathering anecdotal testimonials as to what individuals like and don’t like about surfing through a particular industry’s site.

These simple processes will put you ahead of the game as you start building your brand new website.

If you’re ready to bring your new business or division online, start building your presence on the web with Hep Communications. Contact us today to learn more.

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