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3 Ways to Build Your Brand with Online Videos (and Pizza)

3 Ways to Build Your Brand with Online Videos (and Pizza)

Beyond • November 14, 2011

Internet marketers are probably all too familiar with Chicago’s Domino’s Pizza legend Ramon DeLeon, but for those of you out of the loop, here’s a bit of back story. DeLeon has been a true entrepreneur of Internet marketing through his honest and innovative use of social media and Internet video. The result of his strategy has been a huge boost in brand awareness and improved revenue for his Domino’s Pizza stores, which is certainly tough to do in what can arguably be considered the pizza capital of the world. The following article takes a look at some of the effective uses of Internet video pioneered by DeLeon, and how such approaches could benefit your brand, business or blog. 1) Connections Come First Internet video has long been used to promote products and services, but how often do you use Internet video to build a connection? In fact how often do you use Internet video to build a connection with one individual? I don’t mean a collective “one,” I mean a real, singular member of the average general public. I bet the answer is “Seldom to never.” DeLeon made this idea of connecting with that one individual a vital component to his online strategy, in this video to a customer created the morning after an order went awry: http://www.viddler.com/explore/dpzramon/videos/19/. That particular example has been shown around the world and viewed by over fifteen thousand online users. It’s not just small regional businesses either who have gotten wise to this effective video technique. Old Spice took to this idea with gusto: . Building a connection is far more powerful and far more effective than trying to create a quick sale. By taking the time and money to extend thanks, apologies or even just saying hey to online users, you can make a connection with that user for life. These instances not only create a lasting connection between brand and customer, but also spread a huge amount of conversation and word of mouth online promotion. 2) Video Apologies Work DeLeon’s clip shows a great business-to-customer communication between himself, his colleague and a dissatisfied consumer. For a business of any size to take the time out to apologize to one individual customer is exceptional. The level of customer service this provides and the representation of how important any one customer is to the brand is fantastic. This will undoubtedly spark online interaction and increase brand awareness for both DeLeon and Domino’s Pizza. Now this is not just a regional concept, nor is it always a one-to-one exchange. Sony for instance apologized publicly to thousands of event attendees and thousands of online viewers, for the downtime their Playstation Network suffered a while back, and here’s how they did it: . I’d like to draw your attention to some of the comments these uses of apologetic videos received. Domino’s Pizza (DeLeon): Playstation (Sony): Both videos received thousands of views and have been talked about across the world on and off the web. Admitting to a mistake, addressing it in a timely manner and focusing that apology on your audience is a powerful way to restart the conversation about your business. Its power, ultimately, is a reflection of its authenticity. Create real solutions and take genuine care in their presentation. 3) Create an Internet Video Presence Internet video is one of the most popular forms of media on the web, so it’s little surprise that a good one is quickly shared across websites and social platforms. Being a part of this media by making engaging and interactive video content can quickly put you into a position to have your content spread across the web too. Our celebrated Pizza guy DeLeon created engaging content by connecting with his customers whether they were satisfied or dissatisfied, but there are many other ways to make influential video content. Creating tutorials, instructional videos, interactive videos, webinars, streamed live events or just creating entertaining content could help you to build a strong online presence in both the video community and the social community. Generating this sort of presence for your brand, business or blog will certainly put you on the fast track to boosting revenue, increasing website traffic, creating higher levels of website traffic and building up your social networks. These three online video practices can help you build your brand, engage customers and authenticate your business. What are some of the ways that you or your company have used online videos to market your brand? Share in the comments below!


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Honor Old Glory with Flag Day Email Templates

Honor Old Glory with Flag Day Email Templates

Beyond • June 3, 2010

I live across the street from a banquet hall called the Friendship Auditorium. A huge American Flag flies in front of the Friendship Auditorium, and it can usually be seen blowing across the view from our balcony. One day, I returned home from work to find the flag at half-mast. Curious, I looked online for any clues as to what had happened. No significant public figures had passed away. As far as I could tell, the flag was not at half-mast in remembrance of anything or anyone. It was a complete mystery to my roommates and me, disheartening to see a somber reminder off loss every time we looked out our window. Days passed. The flag was never raised, nor was it lowered. My roommates and I began to speculate of a Friendship Auditorium massacre. Finally, after over a month of the flag flying at half-mast, it was raised right back into our magnificent view. I had seen that flag raised up on that flag pole hundreds of times since I moved to Los Angeles. I hadn\'t even thought twice about it until the flag was no longer in my view. As soon as we didn\'t see it everyday, we immediately thought something was wrong. The symbolism behind the flag is so great that we were concerned when it wasn\'t flying high as usual, and indeed, we were excited to see it raised back to its prominent spot. The American Flag is a symbol of freedom and unity. The flag is displayed on federal holidays such as Memorial Day, Veteran\'s Day and the 4th of July. Americans also fly the flag as a symbol for strength and unity after great national tragedies, such as September 11th. It can also be used to show mourning when lowered to half-mast. It is because the flag is such a strong symbol that we honor its adoption with Flag Day on June 14th. Benchmark carries on the tradition of honor with Flag Day email templates. Free Flag Day Templates from Benchmark Email View all Email Templates Fun Facts about the American Flag - Nicknames include \"Stars & Stripes,\" \"Old Glory\" and \"The Star-Spangled Banner.\" - If a flag is damaged beyond repair, it must be destroyed in a dignified way, preferably by burning. - Hanging the flag upside-down is a distress signal. - Red stands for hardiness, valor, strength and bravery. - White stands for peace and honesty. - Blue stands for vigilance, perseverance, justice, truth and loyalty. Sample Flag Day Subject Lines Raise the flag, not prices with [your company] Honor the flag with these great deals Salute the flag and these prices Show your true colors on Flag Day Celebrate Flag Day with [your company]  


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Email Marketing: Avoid Sending to an Old Email List

Email Marketing: Avoid Sending to an Old Email List

Beyond • August 28, 2009

It is very common for companies to slowly and steadily gather email addresses on their websites from the very first day. The problem here is they are so busy collecting these addresses that they fail to use them. The reasons for not contacting those email addresses immediately could range from companies not knowing how to send marketing messages to not having the time to contact their addresses. Whatever the reason, these companies tend to hold on to their collection and do nothing - till one fine day, a year or more later. At some point in the future these companies suddenly wake up and decide to inaugurate their massive collection of addresses, compiled lovingly through the years. Unfortunately, when they start emailing their list they do not get back very loving replies. Why? Because the email addresses, and the permission that was given with them, has an expiry period. After holding on to addresses for more than 12 months and doing nothing, you no longer have the right to send these addresses your campaign newsletters. If you do suddenly blast them with newsletters – you are heading for some serious trouble. Take a look at some of the trouble you are headed for: You will get accused of sending spam Your customers visited your store, bought something and left. Some of them signed up to your email list. Now 12 months later you set up a brilliant email marketing system and send them sudden and frequent newsletters. Will they be happy to receive your numerous newsletters? Would they remember ever visiting your store? The answer to both is No. The recipients of your newsletters would in all likelihood wonder who you are and how you got their email address, and then complain that you are sending them spam. This is also the right path to getting blacklisted. Your mails will rapidly bounce back When you send newsletters to email addresses that are more than 12 months old you will notice that a lot of your mails come bouncing back. There are a lot of reasons for this: The email address may no longer exist: When this happens you should remove the address from your list. Unfortunately, if too many messages bounce you may not have the time to rectify your list as your Internet service provider may think you are sending spam and take action. To remain above the blacklist radar you need to ensure that you do not exceed a bounce rate of 10%. The address has been redirected: This could happen when a person switches jobs, or when an account is cancelled. In either case, there is a good chance that someone new will receive your newsletter. This new person has no idea that the person the newsletter was intended for had subscribed to it; this person will therefore complain that the newsletter is spam. The address has become a spam trap: Addresses that are very old are sometimes turned into spam traps. These are dangerous as sending marketing mails to these addresses have a huge adverse affect on deliverability and result in making your email service provider quite irritated. You may get blacklisted After being accused of sending spam and having your emails bounce back you now discover that you have been blacklisted by all the big Internet service providers (ISPs). This is due to a combination of people forgetting that they had signed up for your newsletter, people changing their email addresses and you walking into spam traps. Most of these issues may not be your fault, but the end result is that your mails have been bouncing and people have been making spam complaints. To your ISPs, you are using a list that is old, dirty or has been bought. This leads to your ISPs blocking you which in turn leads to your email service provider shutting down your account. So the basic fact is, if you want to save yourself the head ache of going through all these issues, make sure you clean your list regularly and remove all old and outdated email addresses. If you must use email addresses that are older than 12 months, make sure you re-introduce yourself and remind the recipient how you got their email address. You can also ask them to either sign up again, or you can ask them to use the unsubscribe link in your very first mail, if they are no longer interested. This helps getting rid of those addresses that can cause you problems later on.


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