Posted in Entrepreneurial Marketing Blog Posts

Direct Response Tool: Testing & Analysis

Engaging a potential customer is like asking your crush out on a date. Should you just go right up to them and ask? Pass them a note? Ask a friend to find out if they are willing? Or subtly drop hints that you are interested in a date? Whether engaging a crush or customer, how one initialises communication is very important.

In doing this assignment for direct response and testing purposes, there were a couple of questions that initially stuck out to me.

  • What kind of advertising immediately pulls a customer in?
  • What type of advertisement would they respond to faster?
  • How important are visuals?
  • What kind of advertisements immediately deter potential customers?

The test group consisted of five women and three men, ages ranging from 19 to 65. The interviews were with either in person on conducted over Facebook Messenger Video. I utilized two ads for the website, Facebook, and newspaper. With my questions in mind, I asked what ad stood out the most to them. What were their initial thoughts? Would they respond to the call to action? Which forum would they likely see the ad?

Figure 1.1

 

Figure 1.2

 

Figure 1.3

Feedback:

Gayle S. (52) – I would likely see these ads on Facebook or in the newspaper. The first ad (Figure1.1) did not appeal to me because it was not directed at me. I am not in school, and it was not very eye catching. The second (Figure 1.2) immediately caught my attention because of the words free, e-book, and beverage. I love coffee, and I love to read, so at first glance, it appealed to me because it was straight to the point. I get a free e-book and beverage if I sign up. The third (Figure1.3) caught my attention because of the sofas. The E-Book Nook looks like a good place to meet some of my girlfriends for some chit chat.

Laura F. (50) – I would likely see these ads on Pandora or the newspaper. I usually do not log in to Facebook. The only ad that I would have given a second look or consideration is number 2 (Figure 1.2) because it was simple but had a splash of color. I would have liked to see pictures of food and other beverages.

Andreika S. (31) – I would likely see this ad on Facebook or Pandora. The last ad is probably the one I would actually key in my information because I did not have to go to another page or click a link. I also like the picture of the place. It looks very comfortable and quiet.

Lawanna S. (37) – I would likely see the ads on Facebook or Instagram. The second (Figure 1.2) and third (Figure 1.3) are more likely to grab my attention. I drink coffee every day, so anytime it is free, I am trying to check it out. I also like how the “Sign up” message because looked as if it was a chapter in a book. That was cute! In the third ad, space looks inviting and like a great place to have a book club meeting.

Stephanie C. (52) – I would likely see the ad on YouTube. I am not a social media user. I am not a big reader, but I do listen to audiobooks.  None of the ads were eye catching enough for me. Maybe having brighter colors or doing a short video clip would have made me more apt to sign up. Or adding a free coupon code to Retail Me Not. I use that app a lot to find free stuff and local discounts.

Matthew S. (20) – I would likely see the ad on Twitter, Instagram, or Facebook. The ads were pretty cool. I am in college and have to study, but the first ad did not catch my attention. It definitely needs more color and pictures. Maybe something silly to make me look twice. I like the free aspect because once again I am a college student. I probably wouldn’t initially sign up but I would once I was in the store to get the free stuff.

Joshua S. (19) – I mostly surf the internet, not too big on social media. YouTube is pretty cool so I may see it on there. The last ad is the only one I would pay attention to because the chairs look comfortable. I am a home body, so any place that can give me a similar vibe is dope. The other two ads were just boring.

Brandon C. (30) – I would likely see the ads on Facebook and Instagram. None of the ads caught my attention. I would have preferred them to have more color and more pictures of beverages or another item for free. Also, free items typically don’t attract me because it is always something I do not want. If I see 50% off, 75% off, or buy one get one free I would be more likely to take a second look and sign up.

Analysis:

My initials thoughts are that I will need to hire a graphic designer in the future. The women were also a lot nicer in their feedback, however, in the men’s defense, I did ask them to be totally honest. Nevertheless, this experience has taught me areas where I can improve.

Figure 1.1 was unappealing to all. I was going for a play on words more so than pictures and colors. The ad is cute, but it is not an attention grabber. I understand that I must not grab the attention of the audience but also give them a reason to continue the conversation.

Figure 1.2 had mixed results. Having the color splash in a reddish tone helped grab the attention and more often than not my “ideal clients” stated that they would have responded and subscribed to receive the free items.

Figure 1.3 also had mixed results. Almost all said they liked the sofas in the picture. However, the ad needed to be more eye catching.sof

Posted in Entrepreneurial Marketing Blog Posts

Entrepreneurial Marketing S.M.E. Interview with T.J. Jenkins of The Wrijen Company

Greetings,

Please listen to my podcast interview with TJ Jenkins, Owner/President of The Wrijen Company. Wrijen is a professional marketing consulting, product and identity branding, media planning and buying, multi-media creative development and design (radio, television, print, and website) and corporate identity solutions. Jenkins has been in business for over 13 years and says that despite having big clients, he has just scratched the surface on where he envisions his company going.

Posted in Entrepreneurial Marketing Blog Posts

Entrepreneurial Marketing ENT – 645 Reflection on Ideal Client/Market Identification

Social media websites such as Facebook, Twitter, LinkedIn, Instagram and Pinterest represent a huge opportunity for businesses to grab the attention of customers while simultaneously building a brand image (Kelly, 2017). Millennials are an opinionated group with a big voice that is stated to have a lot of buying power. Social mediums provide convenient, fast-paced, and an inexpensive way for entrepreneurs, companies, or customers to communicate. From alerting users about new openings, promotional offers or giveaways, to displaying customer reviews; social media has become the fabric of customer relations. It is imperative to navigate these mediums to pursue and capitalize on an ideal client strategically.

I have been an avid social media user for years, and I’ve seen how social mediums have morphed into lucrative tools for small and large companies. Industries that were once extremely hard to get into are now easier to enter because the “middle man” has been cut out. I use the term “middleman” as in big suppliers or merchant names, especially when it comes to apparel, hair products, or custom items. Not only are entrepreneurs able to market their items with low overhead costs, but also conduct business solely online.

Even with cutting the “middle man,” zeroing in on an ideal client requires some research. An entrepreneur may want to alert their new customers about new openings, promotional offers or giveaways, or publicize customer reviews. To ensure that your buying customer is informed, instead of random people, it is imperative to know your demographics and answer questions such as:

  • Is there a market demand for your product or service? Or are you creating one?
  • What age range does your product/service attract?
  • Where are your customers typically located?
  • Who are your competitors?
  • What is your competitive advantage?
  • What is your brand communicating?
  • Are you addressing market concerns and listening to current or potential customers?

For the last seven to ten years businesses have had an opportunity to communicate and glean from their customers in an informal environment. Instead of doing incentive-based surveys (which is still and effective way to poll) companies started paying attention to what their customers are saying on social mediums. Customers have an alternative to going to an online forum or the company’s website to praise or complain.

David Arabov, CEO Co-founder of Elite Daily, was quoted in “10 New Findings About The Millennial Consumer” saying, “Millennials are highly educated, career-driven, politically progressive and–despite popular belief–do indeed develop strong brand loyalty when presented with quality products and actively engaged by brands.” (Forbes, 2016) Dan Schawbel, the writer of the article, stated that companies have been struggling connecting with this generation because many of the traditional methods of advertising have proven ineffective at capturing their attention (Forbes, 2016). Though some believe Facebook is the most important social network for companies to consider, at the end of the day, every user is looking for the same thing – to connect and to engage, to be heard and to listen (Kerpen, 2015). In the 21st-century customer engagement is no longer optional but required. Customers want to have a voice with whom they do business.

Using social mediums as a way to enhance or garner business is now essential. Many people think that maintaining an online can be costly and time-consuming, this could not be furthest from the truth. While certain mediums such as Facebook offer paid services, many of the other features are free. The majority of the research, if you opt to do it yourself, will come from sifting through customer impressions and feedback. Even if you hire a company to assist, as an owner, it is important to know what your customers have to say good, bad, or indifferent.

Consequently, it is imperative to navigate these mediums to pursue and capitalize on an ideal client strategically. Facebook, Twitter, LinkedIn, Instagram and Pinterest are just a few social mediums because there are so many others. Do not limit yourself to just these five. Keep up with social trends and see how your business can stay in the conversation. It may seem tedious, but in the end, it will be worth it.

 

Source:

Kelly, W. (2017, January 23). How Social Media Can Impact Business. Retrieved July 07, 2017, from https://nowsthetimetoask.com/how-social-media-can-impact-business/

Schawbel, D. (2015, January 20). 10 New Findings About The Millennial Consumer. Www.forbes.com. Retrieved July 11, 2017, from https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#4fbc9b316c8f

Kerpen, D. (2015). Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More (2nd Ed.) [Kindle Edition, Version1.0]. Retrieved July 03, 2017. McGraw-Hill Education