Tags: bad

Marketing Mania: Taylor Swift’s

Marketing Mania: Taylor Swift’s

Beyond • June 11, 2015

There is no other woman in Hollywood who is more famous right now than country-sweetheart turned pop-phenomenon, Taylor Swift. She is a major musical force to be reckoned with; the released of her fifth studio album, 1989, sold over 1 million copies its first week and became the best selling album of the year, she landed the cover of both Rolling Stone and Time magazine, and most recently, won a staggering eight Billboard Awards, including best album and top artist. The biggest Swift surprise was the build-up to her highly-anticipated music video for her fourth single, “Bad Blood.” The song had been heavily disputed by critics and fans about who the subject of the song is. A female friend turned enemy … a frenemy? Many speculated the song was about pop singer Katy Perry after Swift gave a subtly hinted interview, where she claimed that a fellow singer tried to sabotage her entire arena tour by hire a bunch of people from under her. Who knows whom the real identity of the singer is, but all we do know is the Swift got her revenge with the explosive success of the music video. Using the power of social media, Swift started the marketing plan ten days before its release by uploading a photo each day onto Instagram. The first photo were a Sin-City inspired movie poster that showed her as a protagonist Catastrophe. Each day brought on a new surprise celebrity guests as film characters…Selena Gomez as Arsyn, Kendrick Lamar as Welvin da Great, Jessica Alba as Domino, and Ellie Goulding as Destructa X. It doesn’t end there, but the rest of the star-studded lists also include Hailee Steinfield, Zendaya, Karlie Kloss, Hayley Williams, Lily Aldridge, Gigi Hadid, Lena Dunham, Serayah, Cara Delevingne, Martha Hunt, Ellen Pompeo, Mariska Hargitay, and Cindy Crawford … whew!! Don’t think that this is an actual full-length action film. It’s still only a music video! For a whole week straight, fans following Swift’s Instagram waited with bated breath to see whom the next celebrity will be. With a huge video like this, it would only deserve a grand premiere: the Billboard Music Awards on May 17th. Shortly after the premiere, the video was uploaded on Youtube, and broke the 24 hour Vevo record by garnering over 20 million views. Pity the next pop star that will try to beat this, but Taylor Swift won the marketing trophy for this one. Strategies with using a social media platform where she has over 31 million followers, daily sneak peeks, an award show premiere, and of course, a having a multitude of celebrity friends doesn’t hurt either!


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10 Terrible, Awful, No Good Email Habits

10 Terrible, Awful, No Good Email Habits

Beyond • May 29, 2015

Email is digital communication royalty. Despite the trends that may surface among various shifting social platforms, email is that one constant that has not budged over the last twenty years. Email habits, however, are a different beast. As the way we communicate and engage each other has become more dynamic (and more demanding), the subtle art of email seems to escape a higher number of people each year. If you’re one of those people who feels they’re not every effective with email communication, consider that it could be because of your emailing habits. In a day and age where communication happens in remote micro moments, how you communicate can make or break your business success. So stop for a moment and take inventory of your email behavior to see if you’re guilty of any of these terrible email habits. The Lazy Subject Line The first mistake is not having a subject filled out. The second mistake is having a lazy subject line. Subject lines should never just be about the subject; it should be about the action and then the subject. So, for example if you’re sending over a document to review, your subject line should read like this… “For Review: ABC Project.” Include the action (for review) followed by the title of the project (ABC project). The Trigger Happy Email We’ve become so dependent on email communication that most of us now rely on email to communicate. While email is a great way to loop in multiple people in a conversation and to have a digital record of that communication, sometimes relying solely on email is a handicap. When dealing with customers, clients or even colleagues, its sometimes better to just pick up to phone or have a face to face conversation. The ability to decipher when to move past emails is a learned skill – but it’s an easy one to pick up. If you can tell the other person hasn’t fully understood what you’re saying, if they’re showing signs of frustration, or even if the conversation is taking a lot longer than it should – then it’s time to move on to another form of communication. Not Mirroring Your Reader People like doing business with those who have similar personalities. That said, if your reader is the somber type, then your emails should also reflect a somber tone. If your client loves happy faces in their emails, then go ahead and do the same. Successful email communication involves sharing just enough personality in emails without becoming unprofessional. Part of that art requires that you’re able to match the tone and context of your audience. Since email communication doesn’t include any affect that we’d find with tone of voice, body language and facial expressions, it’s really important to be able to learn how to communicate those things via email. The Diary Entry Emails were created for quick efficient communication. However, that purpose is lost when your emails read like a diary entry. It shouldn’t take your reader any more time than the length of the read to figure out what you’re trying to say. As a rule of thumb, get to the point quickly. Tell the reader what you’re emailing them about and what action you’d like them to take. Make it a priority to keep emails brief and to the subject. Underline or bold the action you want them to take or specific dates you need them to keep in mind. The easier you make it for others, the more success you’ll have with email communications.


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Common Email Marketing Mistakes

Common Email Marketing Mistakes

Beyond • August 22, 2009

Email marketing, if carried out in the right way, is extremely economical and can provide you with some spectacular results. Best email marketing results require a moral, and extensively detailed plan to be in place. Setting this plan in place usually takes up a substantial amount of thought and energy; this is something a lot of email marketers fail to give consideration to. To avoid making typical beginner mistakes, take a look at our list of common email marketing mistakes. 1. Marketing without permission Sending emails without the explicit permission of your recipients makes you a spam sender. This is illegal and is an excellent way to destroy your reputation. There are a lot of email marketers out there who take the easy and wrong way out; they purchase email lists, or create lists unethically by compiling them from the Internet. The first step for you as an email marketer is to gather permission from your customers. This step should be carried out before you start pumping in money and effort in your marketing endeavour. Getting permission is not all that difficult and goes a long way in reducing your spam complaints and legal issues, increasing deliverability and vastly improving your open and click through rates. For tips on increasing your list, click here. 2. Ineffective List Creation Your email list is critical for successfully managing your email campaign. In fact, your list is so important that it is what determines the success or failure of your campaign. True, it is not always the easiest thing to choose the perfect list. However, there are a number of tried and tested techniques that should work well for you. At the same time, there are certain common mistakes that are made frequently by email marketers and should be avoided at all costs. For instance, using outdated email lists that have been collecting dust for over a year will provide you with nothing but inactive emails. Similarly, renting shady lists will simply result in you illegally sending out spam mails; this could lead to you getting caught as a spammer and you would then have to pay the consequences. Another common mistake is bringing back to life inactive house lists; this is another sure fire way to be labelled a spammer. Avoid these mistakes at all costs. 3. Bad subject lines As an email marketer, your goal is to get your recipients to not only open your email but also to read its content. Your subject line plays a huge role in making this goal a reality. Unfortunately, many email marketers fail to see the correlation between an effective subject line and a great response rate. Many times the subject line is a last minute effort and at times it is even left as an empty field. It is not a question of filling in the subject line; your heading must be relevant, effective and something that grabs the attention of the recipient. Your subject line must give the recipient a feel for the content of your email. Keep your heading simple and honest; avoid trying to hard sell your email with subjects such as “Huge Discount”. 4. Going for one time sales rather than relationships The mistake here is that email marketers tend to use email explosions to carry out their campaigns. Launching emails at unknown recipients is a complete waste of effort. What must be understood is that a successful email campaign is one that is targeted at the right people and slowly but surely builds a long term relationship. Sending out emails to random people is about as subtle as throwing a bomb; all you will be left with is a destruction zone. You need to work on those people who have given you the green flag in terms of permission; these people want to read what you send them, are interested in providing you feedback and are a good investment in terms of time and effort as they have the potential to become long lasting relationships. So don’t bomb your recipients; build them up. 5. Failing to test your campaign Unfortunately a lot of email marketers realise too late that their marketing strategy could have been vastly improved upon before launching it full scale. This is because they tend to launch their campaigns without any prior testing. The result? Absolutely no response. This is a shame especially since email newsletters are such a prime method of testing different options. Try out different subjects; change your content around, experiment with images and pictures and test them all out on a sample group. Once you see what combination gets the best result, that’s when you should start sending your emails out to your entire email list.


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