Question To Ask Before Launching A Marketing Campaign

For any business to make it, word about it needs to be out in the world. Not just any sort of word will do. Well thought out and carefully cultivated word is crucial when you’re a small business starting out. This is where a good marketing campaign is needed.

When it comes to building an effective marketing campaign, it’s important to get your ducks in a row. So today, we’ll be discussing some questions you need to ask yourself before you form or launch your marketing campaign.

What am I selling?

If there’s anyone who’s going to know your product or service, it should be you. List down clear descriptions of your product. These are usually the best questions to ask:

  • What is it?
  • What does it do?
  • How is it used?
  • How sturdy is it?
  • How do you care for it?

Clarifying the answers for these questions will help you build concise explanations for your product. No one wants to read 4 paragraph explanations. The more simplistic your description, the better hold on the attention of your clients you’ll have.

Who am I selling this to?

If you don’t know who your target audience is, you’re in trouble. The best crafted marketing campaigns all make use of their target demographic. If the audience are parents and their children or if they’re young professional adults, your ad campaigns needs to have those people in mind.

When you finalize who you want to sell the product to, test out which approach is best for your business. One of the common mistakes that most small business make is to cast a general net regarding their marketing and just hoping to land something within that net.

What method of marketing am I going to use? 

Not all campaigns are similar. With mobile overtaking desktop in terms of the number of websites viewed, it really is time for small businesses to get serious about making their websites and blogs mobile-friendly. But that’s not the end of the road to mobile.

While email marketing is certainly not new, many marketers hold the mistaken belief that it’s an old-school tactic that is no longer relevant. However, statistics have shown that email is still a viable marketing tool. Those who use email to provide relevant, helpful content like links to blog content, industry news, DIY guides, etc. will find that email is still very effective at creating and nurturing customer relationships. Staying with your quality email marketing program while many others are discarding theirs will set you apart from the competition.

With mobile video consumption growing at a rate of 100 percent every year and 92 percent of mobile video consumers sharing videos with others, it’s easy to see that there is great power in video content marketing. And, in addition to the more traditional static video content, smart small business marketers will begin to incorporate the use of live video in their video marketing mix.

Should I have a business blog?

You may already publish a business blog; and if you don’t, you should. If you do have a blog, chances are that you don’t give it the kind of attention it needs to be considered an expert blog by those who read it. The sad truth is, most small business owners and marketers simply don’t have the time, inclination, or skills required to create the quality of content necessary for an expert blog. Most just focus on incorporating good keywords and phrases in the interest of search engine optimization. The content quality, from the reader’s perspective, is often mediocre at best. The way to take your blog to an expert level is to either focus more on creating quality content yourself, or invest in hiring a freelance writer with some industry expertise to create higher caliber blog posts. Relatively few ever consider doing this, but those who do rise above the competition in the battle for online credibility.

Making The Most Of Consumer Feedback

How can any business tell that their current processes are working? It’s not usually through employee feedback–that only permits a look at one side of the process. If you really want to get a hold on the efficacy of your marketing reach and how your product is received, you go to where your customers are.

Client feedback is often an honest and sometimes unforgiving channel where you get a clear idea of how your brand is doing. So if you want to effectively gauge what your audience is saying, it would be good to set a clear place where your clients can provide you with feedback. Let’s look at some of them:

Social Media

By far, this is the more popular route in securing quick or often immediate feedback from your clients. Build your social media accounts and allow for comments to be posted. You can also have them give your business a rating between 1 to 5 stars.

Don’t be afraid to getting angry reviews. It’s actually a pretty good opportunity for your branding. It’s a good place to show your immediate audience how dedicated you are in providing a remedy to an issue.

It’s the same route that Tesla took when the company’s owner took a customer’s tweet about a complaint quite seriously. It took around five days to put in place an national remedy to permanently address a long-standing issue and effectively show everyone how getting feedback is crucial in refining your processes. It also showed the world have making the clients feel valued is a great PR tactic.

By providing a place on your site for this kind of exchange to happen, you can address the issue and control a portion of that narrative. The alternative is that your customer goes to a third-party site and complains where you can’t address the issue nor tailor an edited response.

Website Polls

When you have an established website, having a small poll is often a good tactic to get feedback. You can have a poll that sets out to map customer satisfaction . You may also devise a poll to get a feel of what sort of deal or promo can help catch more client involvement.

When you give your audiences an opportunity to be involved with the future deals available to them, it helps showcase that you value their opinion and that they are interacting with a company that cares about their preferences.

Clients are more inclined to spend their time and their money in establishments that value both.

First Person Feedback

While getting an online presence is good, it’s crucial that the brick and mortar front of your business is extra careful with client encounters. This is where more issues bloom and this is also where they can be swiftly addressed.

This particularly true for businesses in the service or food industry. When clients come to your employees with a concern, it’s best to provide them with an immediate and personal response. If you’re a restaurant and your customer comes with a food complaint, it’s always important to address it then and there. If your people are unkind, inept, or unhelpful, you can always expect an angry social media post to follow.

In order to avoid this, take previous bad encounters and use that refine the response protocol for future issues. Always make sure that your ground crew is well-versed in this. The last thing that customers would want to see is a server or retailer blustering and making a bee line for the manager. Such an event shows that a company doesn’t bother to train their ground-level employees in client care.

So pretty much, the greatest take away is to: listen to your customers


Some Tips For Those Starting Their Digital Marketing

Digital marketing is pretty much all the rage right now. It is, arguably, one of the most efficient and trusted business strategies out there today. So it goes to follow that a lot of firms and companies rely on digital marketing to boost their sales, draw new clients and get their products and brand some exposure.

It is to be noted that just because you start up a digital marketing campaign doesn’t meet that you’ll be guaranteed success. Building a strong online presence doesn’t happen overnight. It is a process that will involve perfectly executed steps and a fully feasible strategy. For the business that want to start up their own digital marketing, today we’ll be discussing some tips that could come in handy:

Have defined goals

A digital marketing strategy, when handled effectively, is capable of exponentially and sporadically increasing your clientele. However, it is highly important to clearly state and set your goals and what you wish to get out of this investment.

These goals will act as guidelines that will lead your work efforts. When setting goals, the most important thing to note is that you should avoid setting goals that are just unreachable–it could set the bar too high, and that could mean that before you begin to reap the fruits of digital marketing, you’re already failing.

For example, if you run a small cafe, launching a promo that’s reliant on a specific number of likes is a great way to get started.

The goals have to be feasible and realistic, especially considering the amount of manpower and resources being invested in it. Eventually, if you’re able to achieve your goals, good. If not, take it in stride. Work on getting better.

Make sure your efforts are organized

Digital marketing is an investment that’s critical to a firm, and just like other investments, planning is everything. Going to the field without a workable plan is like flying blindly.

The planning process has to be done with caution so as not to make an entire mess of things. Carefully weigh the pros and cons of every single step you’re planning to go. It is also important to not deviate from the schematic which you have set up for yourself.

Straying from the course could cause your campaign efforts to scatter and that alone could have catastrophic ripple effects on your goals. Whatever it is you’ve slated to perform, make sure you stick to it with discipline.

Always monitor your content

The content being put out on your marketing campaigns is just as important as the campaign itself in the sense that it conveys the message you’re trying to pass across to your customers and the general public. Your content must be easy to decipher, reader-friendly and not cumbersome.

If your marketing strategy involves the writing of any sort (as most marketing strategies do), be confident that your writer is evident with your concept and can pass the message across.

It important to hire writers that you can trust. Although essay writing services might cost you, you can be sure that you’ll be getting quality writing services. If your strategy involves any form of graphic representation, ensure that the images are sharp (and adhere to copyright laws).

People react to visual messages in different and unpredictable manners, but you can be particular that sharp images attract good attention. Spare no effort in making sure you have good content. If you must spend money to get quality content, then so be it. Your digital presence is highly critical to the success of your brand, and as such, its quality and integrity should be taken very seriously. Typos and errors must be avoided at all costs.

Do periodic appraisals

Every investment should be subject to regular assessments, and a digital marketing effort should be no different. Periodically, you should be able to take a step back and evaluate your efforts. Questions like “How have we done so far?”, “What can we do even better?”, etc. should be examined in appraisals.

This way, you’ll be able to re-evaluate your position and find more efficient ways to go about your campaign. A failure to do this will mean that you’ll just be chasing your tail, not making any success and even if you’re failing, you won’t necessarily be aware.

Find which avenue works best for your business

Businesses make use a lot of channels to launch their online marketing campaigns. However, the truth is that what works for Company A might not necessarily work for Company B.

As a company or brand, some platforms are more efficient than others when it comes to online marketing. Your job, as the owner or head of marketing, is to find the one that best suits you and work with that.


Smart Digital Marketing Tips For Small Businesses

Trends change and they change pretty fast. This is a rule that governs businesses both big and small. When you have a small business, it’s important to have a strong digital presence. This helps keep your business fresh and alive. However, just what is needed to build a good digital presence?

That is what we’ll be discussing today.

Advertise on social media and search engines

As you have realized, social media is a pretty powerful tool. They’re easy to access and can yield a lot of good for your business. When you advertise on social sites like Facebook or Instagram, it’s important to think your campaign carefully. Your campaigns should target customers within the city your business is in or the community where your store is located. Aside from your website, your social media presence should be felt as the customers and immediate community are the most relevant and important targets for your business.

Make sure that you include relevant keywords which include your business’ physical address. Check and study the results of your ad in order to ascertain which keywords are bringing you some business and which have become outdated. Always keep a sharp eye out for trending keywords that are applicable to your business.

Make use of relevant landing pages

One of the dangers that should be avoided are irrelevant landing pages. When your ads run and get clicked by potential clients, the information they should be led to must be related to what the ad was showing.

Ads ideally need to connect your clients to relevant information within your online shop or website. So when clients click on them, they should be taken to what they are looking for. As such, your landing pages need to be well thought out. If you need to craft new landing pages for specific ads you have, it’s best to do so.

Make sure your website is up-to-date

A common error that a lot of small business make is letting their website information become outdated. Always make sure that your flagship website is loaded only with current and the most relevant information that your clients will need.

Your business’ most recent deals, offers, address and contact information should be presented. Your website’s design should also be relevant to the trends that permeates the market. Be on the lookout for web design trends and apply them to your website. Test it out if it fits your brand and alter them to suit your needs.

Always post relevant and shareable content on your business blog regularly to increase your chances of appearing in the first page of engine result pages. Also, make sure that your site has a responsive design and is optimized for mobile so customers can easily buy from you regardless of the device that they may be using.

Induce backlinks

A lot of small business owners would be amazed at how high-quality backlinks can help their brand’s credibility. This isn’t something you can’t bribe from people. You can get the attention of bloggers by drafting a shareable infographic that’s relevant to your own business.

Start by searching related topics in your industry which you think people will find interesting. Use search tools like Google Trends and Google AutoComplete to make your job easier. Write down all the points you want covered in the infographic then hire a professional to get it done for you. Once it’s done, you can email it to news sites, blogs, and influencers. If they decide to talk about it in their blogs, you’ll surely get visitors and customers flocking to your site.

Always track your progress

Analysis is always the key to finding weaknesses in your digital marketing presence. Find out which strategy helped give your business the return of investment you were targeting. Then tweak your digital marketing strategies based on the results.

Small business need a competitive digital marketing presence. By making use of the tips above, your business can expect a leg up over your competition.

Digital Marketing Tools That No Longer Get The Job Done

In the world of marketing, particularly digital marketing, there is always one thing that you can always count on: the only constant thing is change. When you have a business, you understand that everything is a race. The first to get word out and cultivate interest about a new deal, promo, event gets the biggest piece of the consumer pie. With this as the goal, it is ever important to understand which tools can help get the job done.

So today, we discuss some digital marketing tools that are no longer as effective.

Email Blasts and Campaigns

Sadly, yes. Email blasts have been one of the first digital campaign tools to emerge with the advent of the internet. It was fairly simple to create and easier to send out. However, trends have changed. The market has changed.

Now the market, in general, don’t really want to be smothered by wave after wave of emails. Yes, even from places they subscribed from. What they want now is more compact and tailor-fitted information.

Instead of doing batch blasts, the trend is shifting toward personalized and one-on-one approach. This is possible now with smarter software and trend analysis. So if your company is still heavily reliant on email blasts, it’s best to rethink your strategy ASAP.


A tad shocking at first but no, not really. Twitter has been in trouble for quite some time now. So far, it still has some sort of foothold in reaching consumers. However, a lot of digital marketers misuse the platform by simply putting out information and not really engaging with their demographic.

Low impact tweet and overselling are often common issues that consumers have against this digital marketing tool. So while the tool may still be viable for future marketing campaigns, the way it is utilized needs to be reviewed.

Keyword SEO Reliance

Gone are the days where articles or content peppered with SEO focused keywords would be the best weapon in the digital marketer’s arsenal. Most search engines now have smarter  software to determine which articles are made for quality and which ones are keyword-stuffed.

You may notice that most keyword heavy articles rarely breech the first 5 page result of a Google Search. Instead, properly placed keywords that are contextually strategic are given priority instead. It is the quality of the content presented as a whole and not just one article that will give you the edge over your competitors.


While clickbait articles and campaigns have had their heyday, nowadays they end up being overlooked and outright ignored. Let’s face it, content is the best way grab the attention of the consumers. So it seemed like a stroke of genius when people started developing articles with titles like “She did X and you will not believe what happened next!”

Consumers eventually caught on about this tactic and now actively ignore such content. Even video content has gone on to try the clickbait context in their grab to reach viral status. What digital marketers need to place importance on the ROI rather than the clicks or views their material gets. It’s no longer viable to tell your boss that your promo garnered 100 likes on Facebook. How will those likes translate to conversion of sales? That is where the true focus should lie.

Top 5 Benefits of Harnessing Social Media for Marketing

While for many the quotation “slow and steady win the race” can be quite comforting, in the fast-paced world of marketing, this is hardly the case. With consumers becoming increasingly reliant upon their smartphones and other mobile devices, it is necessary for companies to have marketing teams to come up with strategies and plans to make the most of this event.

Today, we’ll be discussing the top 5 benefits of harnessing social media for marketing.

#1 Your company will lower any existing marketing costs

In previous years, it was the norm for marketing teams to rely on the distribution of flyers, securing airtime on radio stations, or even TV networks to get the word out on their deals and promotions. Today, all it takes is a dedicated computer in your office and someone to man the company’s Facebook page and other social media profiles. It would be as easy as sending a Tweet or uploading a new short video on Instagram to reach your intended audience. So instead of having to rely on other bodies to get word out about you, your own people can develop content to help generate interest and have it grow organically.

Facebook and Twitter both have paid advertising deals that still come off as cheaper than what it usually takes to launch a marketing campaign. Just be careful on who you designate as your social media manager as they are at the front line of engagement between your brand and your potential clients. All it takes is a one typo or a failed comprehension of a question to damage your brand.

#2 Increased brand visibility

With the easy access that people have now, it would be in the best interest of any company to build up their brand over social media. An instantly recognizable logo, a memorable catchphrase, and others are just a few ways in which social media can help your business. As there will still be businesses that make use of radio and TV to get their brands out, making use of social media helps put you on an even playing field for significantly less.

#3 Easier access to customer feedback

One of the key sources of understanding how your brand and services can improve is through the feedback of your clients. Those in retail, food, and the like can fully take advantage of this. Feedback also enables any marketing team to get a clear idea of whether or not a certain campaign is effective or not. It allows your clients to be your very own soundboard when it comes to promos or new items.

#4 Easier cultivation of brand loyalty

One sure way to keep your current set of clients happy is to have promos for those who are already aware of your brand. Those who follow your social media profiles are the very people you want to keep. So it would be wise for any business to offer special promos to those clients. It also helps build the interest of those who aren’t already aware of your brand. Large companies like Forever 21 make use of their social media pages to provide discounts to a limited set of their followers through promo codes.

#5 Bigger potential for enriched customer experiences

Much like how Elon Musk captivated the world with his speedy response to a customer complaint, having your hand or your marketing team’s hand in social media enable this to be possible for your brand as well. There is nothing more than a consumers love than hearing back for a complaint or a praise. Affirmation is a potent drug and your brand can give that to an eager audience.

So, there are very little pitfalls to using social media in your marketing strategies and campaigns. If your company isn’t already part of social media, what are you waiting for?

Two Trending Online Marking Strategies for 2017

A lot of businesses, both small and large, will agree that 2016 was a heck of a year for online marketing and it hasn’t wound down one bit. Its a few weeks into 2017 and a lot of savvy businesses are gearing up to see what online marketing strategies are going to be hot this year.

Marketing has always been a field dominated by those who have the foresight to plan ahead, see changes as they occur, and pounce upon trends before their competitors do—so if you have a business and are hoping to make the most of your online marketing strategy, take note of our list which will touch upon two online marketing trends that will make it big this year.

Live Video Streaming

Apps like Instagram, Snapchat, and even Facebook have all rolled out the ‘Go Live’ feature last year. A lot of companies took advantage of this and strong marketing teams are coming up with new ways to use this feature every day.

Other than using this feature to show off a latest product or even a “behind the scenes peek” at an event, businesses also make use of live streaming in other ways. Some of these include holding a Q&A with their audiences and patrons. The company Experian uses this method to chat about credit, student loans, and tips on how to improve credit scores. Other companies also make use of the live stream feature to hold customer support Q&A to address the more common issues.

It is to be remembered that live streaming isn’t something that is ‘produced’. The reason why it’s pretty popular with their audiences is because the brands and the people behind them are humanized and made organic. Live Streaming is the opportunity to get a hold of your existing supporters and reaching out to new ones—ask your followers questions, listen to feedback, and have them talk to you. This builds a stronger sync between a business and their market.

Ephemeral Marketing

If there was any lesson to pick up from 2016, it would be less is more—particularly when it comes to your digital content. If you aren’t familiar with ephemeral marketing, it’s time to brush off the dust and join the 21st century! Snapchat, Instagram Stories, and Facebook Live have all opened the floodgates for a unique way to present content grounded in real-time.

If you asked anyone in the marketing field a couple of years ago about a marketing campaign that lasted less than 24 hours—you’d probably be laughed at. However, that’s precisely what ephemeral marketing is. It offers businesses and brands an opportunity to dole out ‘exclusive’ promos and deals which expire after a certain amount of time. Nothing says urgency and limited like ephemeral content. This type of campaign reaches those who are already involved and follow your brand and uses them to get the word out about you in a faster and less costly manner.

For example, McDonald’s used the stories feature of Snapchat to craft an overachieving storyline which unfolded its new product at the end. Taco Bell has made use of stories to not only promote new products but to also showcase the customer experience of visiting a physical branch. Ephemeral marketing is used to increase awareness and drive a specific marketing action from your target audience.

Characteristics of an Effective Marketing Team

For any company that generates income through any service of any sort, the marketing team will be a crucial component for generating and landing leads. If you don’t have a good marketing team, you’ll be missing out on events and sales—and that is the stuff of nightmares for any business and not just yours! Just what are the key characteristics of an effective marketing team? This is what we’ll be diving into today.

First of all, an effective marketing team should share the same vision as you do when it comes to the direction the company is heading toward. It would make little sense to have a marketing team that goes their own way while you have your own vision about the company. To have a cohesive and meaningful effort, all those involved need to have and share a clear vision and direction. It is safe to say that if the people of your marketing team do not share you vision, it’ll be quite disastrous in the end.

Second, an effective marketing team will showcase the merits of understanding and respect between each other and yourself. It’s a no-brainer that having disrespectful people on board will lead to friction. It is better to nurture a marketing team that exhibits the capacity for mutual understanding and respect. When trust and respect are established, dealings will be smoother and there shall be little fear of any untoward dealings occurring. Also, if you want to collect and maintain contacts in your industry, having a respectful marketing team is a key component to that.

Third, an effective marketing team possesses effective communication skills to better facilitate information between all parties involved. Miscommunication can lead to the death of a business deal or a potential sales lead. So you better check if the members of your management team all have the capability for proper, professional, and proficient communication.

Fourth, effective marketing teams will have a high standard when it comes to lead quality. Well-established companies all have a strong marketing team that is able to identify high quality leads and immediately dismiss substandard ones. It is this ability that saves big companies millions of dollars and hours of manpower that might have gone to chasing a dud lead.

Fifth, an effective marketing has a sharp eye for trends (both outgoing and incoming). A good marketing team will have members that are pros when it comes to picking up on a marketing trend that’s dying or one that’s about to emerge and immediately implement new plans or campaigns to take advantage of the fact. “Thinking on their toes” is the more popular way of expressing what this attribute is.

Lastly, an effective marketing team is proactive. The old adage ‘why fix something that isn’t broken’ doesn’t carry through in the world of marketing and never so in an effective marketing team. A good marketing team will always have the mindset of “how can we make this better”. An effective marketing team does not rest of the laurels of an already established process. They will aim to actively refine and pursue better ways of doing their tasks.

An effective marketing can become the heart and soul of any business so it’s important to ensure you have the right people in place. Now looking back on the characteristics of an effective marketing team, does your marketing team possess them?

Identifying 7 Traits Of Great Leaders

Positions of leadership dictate that leaders should always work on themselves to ensure they always are effective. Therefore, a leader is expected to have several qualities that show his or her worthiness of being is such a position. Without further ado, here are 7 traits of great leaders worth noting in those tasked with such positions.

  1. Focused And Accountable

Those in leadership are expected to be focused and organized, able to plan ahead and direct the rest on what to do, when and how. A focused leader can think through several scenarios and their impacts before making any decision and is accountable to those decisions as well as the actions and responsibilities of his or her juniors.

  1. Humble Yet Not Timid

A timid person is often mistaken to be humble yet the two are very different traits. Humility is a virtue very few people have or appreciate in themselves or others. Being timid is the opposite of this, and people note it in others and take advantage of this for their gains. A greater should be humble enough to be able to fit and guide the subordinates yet not coming across as timid.

  1. Strong And Decisive

Leaders are expected to offer direction and make tough decisions whose finality may not please everyone. Such strong and resolute actions should nonetheless foster unity and collaborative approach to addressing whatever issues are at hand as opposed to being unilateral. A great leader will know how to execute such traits without appearing as impolite.

  1. Excellent Communication Skills

Those under leaderships tend to look up to their leaders for guidance for them to work effectively as a team; this calls for effective communication. A great leader should not only have excellent communication skills but also advocates for communication between him and the juniors and amongst the subordinates.

  1. Exudes Empathy

A lack of rapport between the leader and the juniors makes it hard for the team to be efficient. A leader should be empathetic to the various issues that his or her subordinates raise or face. If the team knows that their leader understands and sympathizes with their concerns, then it will be inclined to work with the leader and share in his or her vision.

  1. Exudes Optimism

An optimistic leader fosters the same level of optimism to the juniors thus is a source of positive energy. Such a leader will have excellent communication skills and often is genuinely concerned about the team’s welfare. The leader knows what to say to reassure and inspire others to give their best even when under pressure to deliver.

  1. Relentless

A leader should not only know how to ask the right questions but also be ready to give answers to issues the team is unable to resolve. A great leader understands that the team will not always have all the answers and is willing to work with the team so as to plug the gaps and increase the team’s effectiveness.

The 7 traits of great leaders are such a select few of the qualities that people in positions of leaderships are expected to have and portray.  They are characteristics or qualities that need constant re-evaluation and working on for those in such positions to be effective and efficient leaders.

UnME Brand Marketing

UnME Jeans’ Brand Marketing

UnME Jeans is an up and coming business in the junior denim market.  UnMe’s lettering, standing for “you and me,” was designed to encourage women to create their own unique identities and to foster tolerance and appreciation for the diversity of peoples’ opinions and tastes.  The jean line included fashion-forward jeans with highly decorated designs containing glitter, jewels, and metalwork.  These jeans could be purchased at upscale department stores and specialty retails stores across the United States and sold at a slight premium to comparable brands because of their image.  UnME jeans were seen as a very valuable brand because of their uniqueness.  The jeans were produced in small lot sizes, making each jean style a limited edition that would not be seen again.  The UnMe brand targets women ages 12 to 24 who are trend setters and style leaders in their schools and communities; these individuals are the “popular” women that lead the way when it comes to socially fashionable attire.  In regard to advertising methods, UnME Jeans used 30 second TV ads, 60 second radio spots on the Top 40 radio stations, a corporate website, online banner and display ads, and targeted search “keyword” ads on sites like Google.

As Generation Y has moved into the social media spotlight, marketers have had to think more creatively and change the ways they advertise.  Web 2.0 applications are the newest buzz.  These applications deliver software as a continually-updated service that gets better as people continue to use it.  Users upload their own data for others to mix and modify.  Wikipedia and MySpace are two companies that serve as great examples of the power of these types of applications.

Margaret Foley, brand manager of UnME jeans, must decide which social media outlet she would like her jeans to be a part of.  Her advertising agency has narrowed the list to Zwinktopia, Facebook, and YouTube.

Zwinktopia is a virtual world where people create profiles, mimicking themselves.  People can then outfit their profile people as they would themselves.  This would cost $200,000 initially and have a recurring charge of $100,000 per year.  Facebook is a social networking site.  UnME would develop a profile page in order to model the jeans on a fictional character and generate interest.  This would cost $350,000 upfront and cost another $150,000 for a 3-month advertising program on the website.  YouTube is a website that allows users to upload their own video content.  If this was chosen, three 4 minute ads would be created about teen girls who embodied the essence of UnME jeans.  This would cost $300,000 upfront and another $300,000 media buy (brand channel and in-video ads).  Foley must now decide how to evaluate the three options by measuring ROI for each.  Unfortunately, she is unsure which objective measures to use in measuring ROI.

The unrealistic part about this is the cost for the YouTube campaign.  The $350,000 up front cost is absurd – not even close to what it would likely cost in reality.  Thousands of dollars, yes, but not 100’s of thousands.

Newton Fire & Flood is one of many post sponsors who use social media as a primary method of generating interest and attracting more potential customers.