We Are All Critics – Hear Us Roar!

Today’s web 2.0 has offered up a great marketing opportunity and a possible marketing nightmare at the same time.  Our customers can give their two cents.  What are you doing with this?

Ten years ago the internet was very one sided.  Companies and brands put up a website to market their product.  Today, we can actually participate in two-way communication.  We can praise something when it’s great.  We can complain when something is not great.  We can have an actual dialogue.

As marketers we need to jump all over this.  A big reason we don’t like two-way communication is because we think we can’t control the message.  We are afraid of “negative”.  We need to get over the fear because two-way communication on the net is not going away.  If we sit back and do nothing, then the negative boo birds are going to rule the roost.

For many years we have run advertising that included customer testimonials.  We all know they work.  Today’s internet gives us the opportunity to take it to the next level.  NEWS FLASH:  Your customers are googling you!  What are they reading about you?  We should be encouraging our customers to give testimonials.  Have them offer real-time feedback on Facebook and Twitter.  Give them an opportunity to post comments on your website.  There are websites that offer customer feedback such as Yelp. Yes, you will get some negative feedback.  However, if you have a great product your loyal customers will take care of you.  Plus, I believe a little negative is good.  It gives you real customer feedback to fix any issues. It also makes your overall customer comments believable.

Today’s internet had made everyone a critic.  We don’t need to wait for the review to come out in the newspaper after the event.  Plus, we should really be listening to our customers not a newspaper reviewer.

We can’t control today’s internet but we have the marketing know-all to make it work for us!

You Can Be A Blogger Too

The cool thing about today’s web 2.0 is that anyone can communicate with the rest of the world.  If you handle PR or marketing for a venue, show, sports team, or event you should start a blog.

When I talk to someone about this blog, the most asked question is “how do you find time to write it”?  We have all heard the term “time is what we make it”.  That is how I look at this blog.  It is part of my daily routine. The average time to write this blog is one hour. It shouldn’t take that long but you have build in interruption time. Some of you may be saying that you don’t have an hour to write a blog.  What if the blog is part of your job?  Blogging is a PR or marketing tool.  If you find the time to write a press release, buy media, or pitch promotional deals then you can find an hour a week to write a blog.  Use your blog to publish the press releases.

Posting blogs can be done for free.  Most blog sites host for free.  For example this blog is on WordPress.  I also use a free email subscription service call FeedBurner.  By using free services, I pass the free service to my readers.  You can also link your blog to other online and social sites such as Facebook.  If you are not yet using Twitter for your business, start a Twitter account today.  Twitter is a 140 character mini blog.  You can also send your Tweets to Facebook or even link them to your blog site.

This blog is used for marketing my event & entertainment marketing services.  It works.  Not only does it create online exposure for the business but it does generate leads and clients.  Why not try blogging for your business?

Beware Of The Blogger

I read an Associated Press article this morning on how the Federal Trade Commission is going to monitor bloggers.

The world of online blogs has become a very important piece of web 2.0.  It is an opportunity to communicate your thoughts, knowledge, and opinion.  It has the power to influence readers.  This is where the problem lies. 

Like anything in this world, there are always people who want to take advantage of a good thing. Some bloggers are getting perks for the words they write. Some are getting laptops, trips to Europe, free products, or even cash.  Wow, sounds great sign me up (just kidding).  Sometimes these words are really not the writer’s thoughts, knowledge, or opinion but some ad agency creative department. In the past I wrote a ghost post for another blog.  But I got to write my opinion and I wasn’t selling anything.

The article states “journalists who work for newspapers and broadcasters are held accountable by their employers, and they generally cannot receive payments from marketers and must return products after they finish reviewing them”. Are you kidding me? Maybe the reporter didn’t get the perks but what about the employer? The writer should have thought twice before making that statement.

The most asked question I get from people today when I discuss this blog is “how do you make money from it”?  The quick answer is: I don’t.  I decided a year ago when I started that I want people to read my blog for the merit.  I never expect everyone to agree with everything I write.  What fun would that be?  But I want my readers to respect my thoughts, knowledge, and opinion.  I tell people that I hope to make money from the results of what I write.  I use this blog as one of my marketing tools to market me.  If these posts convince someone I am knowledgeable in marketing, then hopefully they will hire me to help them.

I receive requests from people all the time to write ”guest posts” for this blog site.  They are usually from people who have something to sell or promote.  I always explain to them that this blog is not intended for those purposes.

I am not a fan of the FTC getting into blog monitoring.  I don’t want the Government telling me what I can say and not say on my blog.  That goes against what this country was founded on.  I agree the role of the FTC is to protect the consumer about false product statements.  What about company websites?  Are they monitoring them?  A blog is designed to be someone’s opinion (good, bad or false).  I think most people today understand the internet is too big to believe everything you read.  When I research something, I don’t just believe the first thing I read on the net.  What is great about web 2.0 is the two-way communication.  If someone is spewing out crap, others will let it be known.   Like anything, a reader will find a place they trust.

Engage In Online Conversations

As with last year’s Event & Arena Marketing Conference, everyone at this year’s conference wanted to hear about non-traditional marketing.  Why are we still calling it non-traditional marketing?  This is 21st Century marketing.

Everyone wanted to know how to use Facebook and Twitter for their venue or show. The key to social network marketing is starting and engaging a conversation.  Web 1.0 was all about one-way communication (websites).  Web 2.0 is two-way communication.  Getting your fans/customers involved in the show or event is the best kind of marketing. If you use Facebook, you may have been invited to join something or go to something.  You can respond to the invite with yes, no, or maybe. 

Peer marketing is an important key.  Think about when you were in high school.  How many times did peer pressure come into play?  Why not engage your fans and ask them to tell their friends?  “I am so psyched to see … you need to go see them too”.

Reward is always a good incentive for spreading the word.  Give them a reason to talk about your event online.  Ticketmaster has created a new program called Ticketmaster Street Team.  You can spread the word about upcoming TM ticketed events. When someone you told buys a ticket (you have to prove this) you get paid a commission.  This is a virtual street team using the internet.  This program is perfect for Facebook and Twitter users.  It also works great for mommy bloggers. 

Many marketers are afraid to create conversational opportunities.  They don’t want people to say bad things about them.  If you are one who thinks this way, you need to get over it.  Today’s internet is going to spread the good, the bad, and the ugly anyway.  Don’t you want the opportunity to talk back or even let your fans talk back for you?  The “boo birds” will always be out there. Why let them voice their opinions alone?  I would rather they say it in my forum then someone else’s.

Try It Before You Buy It

All my daily readers know that I have been one of the biggest supporters of event and entertainment marketing going digital, social, and non-traditional.  I have been trying to figure out a way to get more event markets onboard with this.  Today, I read an article on AdAge.com by Phil Johnson that gave me an answer. 

The article which I encourage you to read, discusses how the author’s agency is using social marketing not only for its clients but for itself.  They mention how two years ago it was difficult to win clients approval to spend budget in the social space.  However, in the last six months many clients and potential clients have been requesting it.  They mention publicity of Twitter as a major factor. 

Now they need to explain what they are going to do and how they are going to do it.  They are using social media to market their own agency as part of this. As the author said “it was impossible to understand social media if you don’t experience it firsthand”.

The biggest issue facing this new media marketing tool is experiencing it.  You can learn about it from articles and blogs, but if you don’t experience it firsthand you cannot fully understand it. I agree with this assessment 100%.  This may be the big obstacle why many event marketers are still not “owning” the social marketing space.

Here is my suggestion to you.  If you don’t want to use your company as a guinea pig, try doing it for yourself.  Sign up for a Twitter and Facebook account.  Get involved in the sites.  You don’t have to tell people what you are doing right that second.  No one really cares that you just brushed your teeth.  Talk about things of interest.  Find people you know.  Look for groups or people that are of interest to you.  If you saw a great concert, talk about it online.  If you have an opinion on a top water cooler issue, use the social sites to express it.  By using the sites, you will realize how they can help you with your business.  You will find yourself using your personal sites to promote your company’s events.  Once you get it, bring in the social tool as part of the event marketing plan.

Try it, you might like it.

Twitter Is A Real Part Of The Marketing World

Yesterday I was reading an article about Twitter.  What blows me away is how so many people still don’t understand it.  Maybe it’s Twitter’s fault.  They still promote themselves as “what are you doing”? 

When Twitter first started it was common to see tweets about what people were doing throughout the day.  You would see “I just woke up”.  “I am eating breakfast”.  “I am brushing my teeth”.  To me that was and still is stupid.  I got into Twitter a little late because of this.  But when I finally broke down and joined I soon learned how this would be a great marketing tool. 

The “so called” experts who rip on Twitter just don’t get it.  I read where one college business professor called it a “fad”.  He went on to say he doesn’t see Twitter working for brand management.   He doesn’t believe you can get your message out with only 140 characters. He is so wrong.  Do you remember when TV stations started selling 10 & 15 second spots?  We used to think we couldn’t get the message out in that time frame. 

The reason that marketers are all jumping on the Twitter bandwagon is because it really is a great marketing and public relations tool.  Think about the fact that you can promote your brand for free with short little 140 character blogs.   I try to follow some of the bigger brands to see how they are using Twitter as a marketing tool.  Some use it very well.  Some still don’t get it. Some are just plain annoying.  I understand it’s a free marketing tool, but if you tweet non-stop all day I am going to tune you out.  Like any good marketing or PR tool you want to use it and not abuse it.  Remember how and what you tweet is a reflection of the brand.

All of us in the event and entertainment business should be all over Twitter.  It is the perfect tool for us.  If you run marketing for a venue you should have plenty to tweet about.  Every time a show goes on sale you can announce it to your followers.  If the word gets out that your followers will get the “scoop”, you will gain even more followers.  If a show is not doing well, put a positive spin on it and promote it on Twitter.  Why not offer a Twitter discount or a contest.  Be creative with Twitter.  It is very hot topic with mainstream media right now.  Do something with Twitter that will get you some good PR attention.  Some of the best marketing is when it creates other PR and marketing opportunities.  Why do you think celebrities are all going on Twitter? 

Twitter is not a fad.  Yes, I do think it will evolve and change as time goes on but it is not going away.  Remember when some “experts” didn’t think the internet would catch on?   Web 2.0 is where we are now in the internet world. Blogs, Facebook, My Space, Flickr, Skype, Linkedin and Twitter are all part of it.  I am sure they will help usher in web 3.0.

Yes, I am on Twitter and I am looking for more followers especially in the event & entertainment marketing world.  Please follow me at http://twitter.com/eventpromoter.

 

We Are Not Very Social

I cannot believe that the live event and entertainment industry is still not all over the social network sites.  What do I have to do to convince you that you need to be there?  Every venue, show, and event needs to be on these sites.  When I do find our industry on these sites, they don’t have many members which means they are not promoting.  Every one of you needs to be at least on Facebook.  It is currently the number one social site.

 

Is it money?  They are no costs to join them.  Is it time and labor?  How much time and labor do you put into your other marketing efforts?  This is part of the effort.  I actually heard of one PR person saying that it takes too much time and that they would have to hire someone to handle the social sites.   Handling the social sites is just part of your overall marketing and/or PR campaign.  It is what you do for a living.  Depending on the situation, you may be able to share the responsibility with others in the department.  If you believe that web 2.0 is now a vital part of marketing then maybe you should hire someone to handle it. 

 

My issue is how very few in the industry are still not doing it.  If every venue and sports team has a website then why are they not on a social site?  They work hand-in-hand. 

 

John Grisham was on Today this morning.  He talked about how he now has a Facebook page.  He promoted his Facebook page on national TV. He doesn’t understand or use it himself but his publishers created one for him and will maintain it for him.  The reason for his Facebook inclusion is to sell more books.  Don’t you want to sell more tickets?

 

 

No one likes hear B.S.

 

I am sure you heard about Ty (makers of beanie babies) selling new Sasha and Malia dolls.  You may think this is a good marketing decision or you may not. It did create a buzz!  My really big issue is with the statement that Ty released in response to the criticism on the marketing of the dolls.  They actually claimed that the names of the dolls were a “coincidence”. ARE YOU KIDDING ME?  How stupid do they think people are?  Who ever at that company made that statement should be fired.  Who ever runs the PR for them should fired.  They both should be fired for being idiots.  If you ever have a product and you find negative issues with it, don’t be an idiot.  If you believe in your product and want to “stick up” for it, that’s fine.  But don’t insult everyone’s intelligence with BS lies.

 

 

Are you ready for the Super 3-D?

 

Has everyone picked up their 3-D glasses yet for the Super Bowl?  NBC has been running lots of promo spots promoting the glasses but not where to get them.  I have not seen one display for them yet.  What a cluster f*** that would be if everyone doesn’t have an opportunity to get them.  I am making it a mission today to find them.  I will let you know how I make out.

 

PR In The Web 2.0 World

The world of public relations has come a long way.  I grew up around PR.  My parents are in the business.  When I first started in the entertainment marketing business PR consisted of press releases, face-to-face story pitches, and PR events or stunts.  Today, with the technology PR can and should be one of your most valuable assets.

If you handle PR for a show, event, or venue you should be busy every single day.  You have so many options at your disposal that you should never just sit at your desk and play solitaire.  Instead use that time to play in the social network world.  You should always have your social network sites up on your screen where you are always deep in the trenches of your customer base. 

I have become a recent fan of Twitter.  This social site is perfect for all PR people.  You can tweet all day in your social space about your brand.  I search Twitter everyday looking for other Twitter members to follow (you can follow me too, I go by eventpromoter).  I am always looking for people, shows, events, and venues from our world.  To my surprise, I am still not finding that many.  What is up with that?  Twitter is the perfect PR tool.  For example, I follow Starbucks.  Why, not quite sure but I thought a big brand like them might be a good social experiment.  I am not the only one following Starbucks.  They have almost 30,000 followers.  Think about this.  You can send out any number of PR messages you want for free and your potential customer will see it.  They want to see it. That is why they follow you.   I also use Twitter to get to know a brand.  For example, I am working on a wine cruise featuring wine guru Gary Vaynerchuk (by the way, he also has 30,000 Twitter followers).  What goes with wine, but cheese of course.  So, I am following Cabot Cheese.  Everyday, I get messages from them. Each one tells me something new about them that I did not know before.  That is good PR, don’t you think?  Many brands conduct contests for their followers.  What a perfect place to give away a few tickets.

I have discussed several times the use of Facebook.  They already own the high school and college crowd.  Now their fastest growing segment is the 30+ age group.  Check out these stats: http://www.facebook.com/press/info.php?statistics.   As a PR person, you should always be able to find your niche group to spin your story.  If you are a sports team you have all kinds of groups for that team.  If for some reason you don’t, then start one.  The same goes for concerts, family shows, etc…

If you do your homework you will find all kinds and types of social sites.  Many cater directly to your target demographic.  If you are trying to reach moms then go to momslikeme http://www.momslikeme.com/.  You can actually pick the state and city that you are trying to connect with.  Want to reach the African American community?  Join http://www.blackplanet.com/.  They have over 15 million members!  Want to reach the business community then you need to be part of LinkedIn http://www.linkedin.com. Even if you are not trying to promote to the business world you need to join LinkedIn just to network for yourself.

Look at the world of blogs.  More people are reading them everyday.  You are reading one now.  There are blogs for almost everything.  Anyone can start a blog.  If you handle PR for a venue, show, sports team, etc.. you should have a blog.  What a perfect place to put all your press releases.  You will be very surprised who and how many people will read it. 

Next time your boss sees you just staring at your computer, tell him you are just playing the game of PR.