Reprieve in sight for Spearmint Leaves?

 

Photo credit: larrykauffman23 via Compfight cc

Reprieve in sight for Spearmint Leaves?

I've heard it more than once.

Client: "Create a campaign that will go viral."

Marketer (witheringly): "It doesn't just happen like that."

Client: "Make it happen."


Meanwhile... in the meeting room of Allen's creative marketing agency a plan was hatched.

A plan so sinister that it would see the public up in arms.

A plan so shocking that it would garner national media coverage.

A plan that would see the ever-professional morning news teams falling over themselves to come up with most ridiculous lolly-related stunts.

A plan that would, most importantly, mobilise the lolly-eating public to lament and share their lolly woes on their social media profiles while rushing out to their local supermarket to stock up on their lolly favourites.

But... before you go and spend your hard-earned lolly, think about this: do you believe everything you read?

While I think Allen's do have every intention of downsizing some of its products including Killer Pythons, Violet Crumbles and Red Skins; this bad news was overshadowed by what was perceived as far worse news: the killing off of the not-so-popular Green Frogs and the old favourite, Spearmint Leaves.

Spearmint Leaves: the staple of Australian Women's Weekly birthday cake decorating. Who will think of the children?

Hands will be wrung, breath will not be freshened and jungle cakes will not be decorated; creating mass public- and social-media-hysteria.

Call me a marketing cynic but I see the possibility of a reprieve in the future of spearmint leaves. Is the axing of spearmint leaves merely a marketing stunt by Allen's Australia?

Perhaps Allen's will play knight-in-shining-armour to their beloved (and newly-engaged) public, laughingly saying they felt compelled to act under the mounting public pressure and that our beloved Spearmint Leaves have earned a reprieve from the lolly chopping block. The Australian lolly-eating public will feel triumphant in their lolly-saving social media engagement.

Perhaps Allen's care not and this truly is the death knell for our beloved Spearmint Leaves (as it does say on their social media page the products were discontinued in 2014?!).

Regardless Allen's have achieved thousands of dollars of free media coverage: a win for Allen's social media and sales teams.

Dream big start small with PR: 5 key things to consider before embarking on a DIY PR campaign

PR QUOTEAs entrepreneurs, we all dream big. Without aspiration and self-belief we would not be where we are today: faced with marketing a business we know is fabulous to a world that doesn’t know we exist (yet).

Few marketing tools are as impactful as an engaging public relations campaign. Targeted at the right media outlet, a simple media release can garner huge exposure for your business, develop meaningful connections with your target audience and boost your bottom line.

With minimal outlay, the rewards of PR can be huge but there are no guarantees. Here are five key factors to consider before embarking on your campaign.

  1. Know your audience

As with all marketing, audience is key. Not only who you’re ultimately talking to (the outlet’s audience) but the journalist you’re pitching to. Make sure you’re contacting the right person; if you’re pitching a lifestyle product, for example, find the health and lifestyle journalist and communicate directly with them.

  1. Be newsworthy

Journalists receive literally hundreds of media releases a week. Find your “unique selling proposition” and turn it into a relevant, engaging, interesting story. Journos love stories that are transformational, relatable and human.

  1. Be relevant

While it’s tempting to target the big media outlets, you’re more likely to find receptive editors and members of your target audience at specialist publications, websites, etc. Think about your own inspiration and research who they are, where they go, what they do and who they are talking to. Your target audience might be where you are already, you just haven’t spoken to them yet!

Tailor your media release to each outlet you’re targeting: while a blanket media release might save you time, failing to take the time to make your release relevant to the target publication’s audience will diminish its impact.

  1. Realise your capacity

It’s a great idea to hit multiple media outlets at one time, if you get one nibble, great; if you get several, fantastic. Realise, though, that these stories should convert into sales for your business. Make sure you have a plan in place to grow your business while maintaining the customers you already have.

  1. Pick your time

Journalists are busy people and newsrooms tend to become more frenetic as the day wears on: send your release in the morning and if you don’t get a response, send a follow up email in a few days’ time or make a phone call but don’t become a nuisance!

Final points to consider:

If you are reading this and feeling completely overwhelmed, are not confident in your writing abilities or you’re simply too busy to even think about it, ask an expert. While I wouldn’t recommend entering into a huge retainer with a major PR firm, a specialist small marketing/PR business can help you get started.

Even though I've never met you, I couldn't do it without you

Essential baby

Credit: Tulip Flare photography

This is a (very) personal article I wrote that was published on a Fairfax site today.

Photo credit: Tulip Flare photography

It started with conception, and although we’d never met, three years on I considered this group of amazing, inspiring and beautiful women to be some of my best friends.

In April 2010 I found out I was pregnant. It was a wonderful new adventure most of my friends had never experienced, so, in a new home town and with a background in media, the internet was the natural place for me to turn for support. I joined the forum at essentialbaby.com.au and found the ‘What month are you due’ subforums. There, you can join a group of women who are all expecting around the same time as you; you form a mini community, just made up of women who are experiencing the same things you are.

It was in those ‘What month are you due?’ subforums that I found the group “Due December 1-15”. That group became a source of celebration and laughter, grief and tears as a group of around 20 women came together under the shared auspice of a common due date. Even when one of the girls’ due date was changed to November she asked to be permitted to remain in the group, as we'd already become such good friends. This friendship group wouldn’t have come together under any other circumstances: transcending distance, social and economic conventions, had we met as a group of strangers in real life we would never have hit it off. But freed of the usual expectations of friendship, we didn't have to worry about forgotten birthdays or trying to arrange catch-ups in packed social calendars. Instead, on the internet, we were free to just be, well … us.

From nipples to nappies, pimples to perineums, we shared everything; these women now know me better than many of my “off-line” friends. Just as social media allows young people to share too much of themselves, it allowed us to openly share all of ourselves and our experiences with our new-found friends.

First-timers utilised the wisdom of the old hands who were on their third or fourth child for advice on all things pregnancy-related. Questions about niggling pains and how best to deal with stretch marks were met with sage advice, as were questions about recommended support for our expanding bust lines and concealing baby bumps.

And we weren’t only there for the light stuff, either; changing relationships with partners, threats of job loss and budget worries were all shared. When one of the women in the group tragically lost her child at the end of the first trimester we were all there for her, offering support, sympathetic words, and, in my case, crying silently in my office. Our only method of physical support was to buy bears in the baby’s name from the Teddy Love Club.

Following that life-changing event, our relationships really intensified. These “girls online” were my go-to people for all of life’s highs and lows: a bad day at work, an argument with a partner, birthday celebrations. Children’s milestones were celebrated with a flurry of online activity.

I was one of the first to “pop”. We’d set up a phone tree so our online friends would be duly informed of our news, so they’d know that our internet silence was due to the heady first days with our new loves and that we were safe and well.

As more babies arrived the online activity slowed, and as December 15 drew near – when we wouldn’t have a formal area just for us on the forums anymore – I felt that my days with these women were numbered. I knew I would mourn their company. What about that person whose child was starting school? What about so-and-so’s husband’s new job? I’d formed a deep bond with these women and wasn’t about to just give that up. Even though I’d never met them, I couldn’t do it without them.

But of course we decided to stay in touch, still using the internet to stay in each other’s lives. There’s now 14 of us in our Facebook group, and we share online just as you would share with your “off-line” girlfriends; recipes, fashion advice, photos and a vent over a wine or two. First kicks became first steps, there were another four babies born, and another two babies on the way – all without even having met in real life.

Finally we decided we needed to meet, and seven of us managed to spend a two days together in July 2012. A logistical nightmare, we had ladies and babies flying in from Sydney and Queensland, trekking with car seats in tow from Adelaide and Gippsland, all to congregate in Melbourne.

It was wonderful, with a lot of wine and a lot of laughs. All of us mums had clearly built up such intimate relationships online that we naturally fell into close girlfriend relationships offline, and it was fantastic to meet all the babies and see their gorgeous personalities in real life. We all helped each other get the overexcited toddlers to sleep, calming them when they cried, helping them share their meals and stop stealing each others' dummies, showering them all together. It was what I imagined village life would have been like, back before we all lived in individual family units.

Our meet-up is definitely something we'd like to do annually. I know the girls who live in Newcastle, Perth and the UK who weren’t able to make it were there with us in spirit, but next time we’d love to include everyone.

Until then, it won’t be goodbye forever …  just until we post the photos on Facebook!

I'm not inspired and that's OK: 5 ways I overcome creative block

Gippsland blue skies.

So, as the headline suggests, I'm not feeling inspired today and I'm OK with that.

Creative block happens to all of us (especially on a Monday) so I will continue with the mundane formatting and editing (annual report, yes, still) that I've been attending to for the last few weeks.

It's a challenge to be creative on demand, day-in, day-out but when your livelihood relies on your creativity sometimes you just have to press on. Some days it takes an hour to write what would normally take 30 minutes. It happens.

What would I do if inspired creativity was required today? What depths would I plumb to get my groove back? It's not always easy or straightforward to overcome creative block.

Here are some techniques I apply to re-inspire the deflated creative soul:

1. Pinterest. Did you hear me correctly? Yes, Pinterest isn't just for time-wasting. It can also offer some fantastic creative inspiration to get the juices flowing again.

2. Drawing. I'm not a hand drawer, I'm a computer drawer but if I am feeling at a low creative ebb I "play" in Illustrator for 10-15 minutes on a project that is completely non-work related. Crazy colours, textures and effects can get out some of that "so sick of the same colour" frustration.

3. Fresh air. I find it very difficult to stop and take a break but now the weather is turning into spring, a glimpse of blue sky and a lung full of fresh air can work wonders.

4. Clean up. I rarely notice the items that clutter my peripheral vision but the process of disposing of unwanted items can free up some brain space.

5. Make a list. Creative block can be caused (in my case) by too many ideas, thoughts and to-dos competing for attention in my brain. Writing them down (in no particular order) can help me feel more ordered.

Webalicious websites

lolcat-ninja-catMy goodness there are  a lot of ugly websites out there.

Doing research on social media and internet marketing (as I constantly am) I come across loads of websites that have that greasy, snake-oil salesman feel about them.

You know the ones I mean? They reek of synthetic suits, cheap aftershave and knock-off watches.

They use A LOT OF CAPITAL LETTERS in Lolcats font.

[FYI, it's Impact, if you've accidentally stumbled upon this post searching for a "How to" on creating lols.]

I'm not saying I'm a world expert on creating beautiful websites although I am a great appreciator of them.

Just for us website-style enthusiasts, the peeps at Styleboost have created an online gallery of the hottest little sites getting around on the interwebs.

Some of these sites had me gasping in awe at their craftily created beauties, their beautiful balance of images, text and negative space and their fantastic fonts matched with gorgeous graphics. (I'm having an alliterative kind of day).

As a bonus, there's some fantastic copy on these sites too. Copy + design = match made in internet heaven.

The simple combination of aesthetic and functionality is what makes these pages so beautiful. There's no need to crowd your page with images. A well-balanced website will have more impact [read: click-through, which is what we're all here for] than one loaded with images and crowded with multiple, confusing calls-to-action.

Some websites make me feel I'm being shouted at when really I'd prefer my groovy new-found web friend to huskily say, "You're new around here. Come on in and make yourself comfortable".

This page from Wilson Miner encouraged me to have a QR tag tattooed on my wrist to save me printing business cards; Cloudberry's site I adore and their style is something I will endeavour to emulate for my own business website (when I actually get the time to re-do my web page) and I love love love the colours Big Noise have used on their site (a lot of "Tangerine Tango" on here - see my previous post Colour me happy! on the use of the Pantone Color of the Year).

What are some of your favourite, most beautiful websites?

101 Best and Most Proven Sales and Marketing Ideas

101 Best and Most Proven Sales and Marketing Ideas (best viewed in 800x600 resolution) includes some marketing gems from the last millennium.

I think it demonstrates how far we've come in terms of technology yet it's easy to see how translatable these ideas are in, well, the new millennium (there's a term you haven't heard for about 12 years!).

So, how do you apply these "Marketing 101" ideas to life in the content-driven, social media age?

I've taken some of Mr. Gerry Robert's pearls of wisdom and translated them, post-Y2K.

7. Send Out 35 Sales Letters Every Week Regardless: Get in the habit of sending out at least that many letters to prospects every week. No matter what, make sure they go out every Friday.
These days we call this LinkedIn: find and make connections that will enhance your business. Remember: 35 a week people!

13. Write A Special Report: If you are in selling, you are in solving. What do you solve for people? Write a 10 pages report, offer it to your prospects for Free and your telephone will ring off the wall.
White papers can establish you as a leading thinker in your industry and garner respect from your peers. I don't know if your telephone will ring off the wall but your Twitter might go nuts.

44. Use Pictures: Pictures of satisfied clients go further than lengthy letters. People are visual and if they see people just like them they will think you are Okay.
Ah Pinterest, how I love thee. Instagram too. Pictures speak thousands of words and us humans are highly visual people. Create beautiful images and they will come. Even if you don't work in a particularly visual industry you can repin images relevant to your sector on your Pinterest boards and people will think you are Okay.

45. Create Your Own Marketing Binder: Put any awards you have in the binder along with photos, testimonial, product information, how you do business, your sales presentation and leave it with prospects, so they can evaluate you.
Your company website is the perfect place to post testimonials, awards and other information to demonstrate how awesome you are at what you do. No one is going to do it for you!

65. Instead Of A Letter Send An Audio Cassette: You may have noticed something called the "jam". Instead of writing a letter, speak your letter into a cassette and they will listen to it in their cars in the "jam".
Quality content is much more likely to go viral in video format than on text-only platforms. With Google's Penguin release video will also increase the perceived quality of your website and also move your site further up in Google’s search results. People can watch your videos on the "tube".

66. Get On Everyone's Mailing List: I love to learn from what people send me.
Follow everyone and anyone who is respected in your industry on Twitter. I love to learn from what people Tweet!

76. Position Yourself As An "Expert And Authority": Even if you are new to your industry you can be perceived as an expert. The way to do it is with information. Write something, research something or print something and you are an instant "expert".
Well look at that, I'm an instant expert. Blogging is an amazing way to express your views or post well-researched position papers that will have you looking like an expert in no time.

91. Keep In touch By Fax: Send a weekly or monthly report or newsletter via the fax machine. Send a positive quotation of the day.
Facebook is the "sometimes food" social media platform for many businesses but don't overlook it in your content plan. Be sure to "send a positive quotation of the day" at least once a week.

What's your favourite of Mr Robert's gems? Are there any translations I have overlooked?

[UPDATE: I just found the original publication of this work in the New Straits Times, July 11, 1995.]

Copywriting, in a nutshell

One of the questions I am most frequently asked is "what does a copywriter do?".

To those in the marketing world this may sound like a silly question - I write copy, duh - but I think we often get so caught up in our industry that we forget what it's like to be on the outside looking in.

A common question is whether I work on trademarks and patents, as there is an understandable confusion with copyright as intellectual property (the English language so often presents us with these quandaries); moreover I have received comments including: "there wouldn't be much call for that any more with digital printing" as there is a perception that copywriting has something to do with typesetting (if you know the origin of this misconception please do let me know).

So, what does a copywriter do? In a nutshell: every word you see (or hear) in every form of marketing material is written by a copywriter. This covers every form of advertising, collateral (printed materials), billboards, websites and, in my case, annual reports.

Not only putting words into wonderfully compelling copy, copywriters are known for their punctilious natures when it comes to spelling, their perniciousness with grammar and their predilection to thesauruses (or is that thesaurii?).

So when you see a pithy billboard tagline or a call to action to compels you to act, think of me and my fellow copywriters, slaving away at our keyboards, racking our brains for the combination of words that will achieve balance between compelling copy and a compulsion to buy.

But basically, when it comes down to the aforementioned nutshell: we sell stuff with words.