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Don’t Be Afraid

Don’t Be Afraid

The Facts

It’s Halloween, the ghosts and goblins will be knocking on your front door tonight. And I’ll be especially short here today so you have time to get your costume on and get home in time to scare the little ones and hand out the treats.

 

Spiker Insights

We still see people afraid of their marketing role and final decision maker.

Too many people are afraid of criticism.

Too many people are afraid to communicate differently.

Too many people are afraid to take the lead.

Too many people are afraid to introduce a new idea.

Too many people are afraid to step outside their comfort zone.

Too many people believe “We’ve Always Done It This Way.”

Do what scares you; what makes your palms sweaty. That’s what great marketing is all about. Take different approaches to communications. Do what will get you noticed, and step outside of that comfort zone to continually grow and prosper.

Get Emotional

Get Emotional

The Facts

Remember the Kodak advertising from the 60’s and 70’s? Paul Anka sang “Memories pressed between the pages of my mind. Memories sweetened through the ages just like wine.”  It progressed into “Kodak Moments” or “Kodak Memories.”  It wasn’t about the Kodak cameras or the film; it was the memories and experiences that would live forever through your prints or slides, as well as your mind by taking tons of pictures.

Spiker Insights

Today’s consumers still want those special moments and memories, but don’t remember that Kodak, as they shoot more images of family and friends making memories on their smart phone than they ever did with a camera. We’ve all seen them take pictures of their lunch to post on social media.

Authentic emotional marketing is not as easy as you might think. “Authentic” is the key word today as consumers can sniff it out with the images you feature, the wording, the tone of the copy, it all adds up and it all needs to work together, so it can’t be rushed. Focus on the human element, rather than the product, and you will come out far ahead.

Congratulations, It’s a Grandparent!

Congratulations, It’s a Grandparent!

The Facts

One in every four American adults is a grandparent. Nearly 80 million of us are grandparents now and growing by leaps and bounds as we baby boomers become more of the proper age to be grandparents. Most of today’s grandparents are aged 45 to 64, with the median age of a new grandmother being 50 and grandfathers is 54.  

Spiker Insights

These are not your grandparents, who we all thought were over the hill and inactive and ready for boot hill by the time they reached 60. No, today’s grandparents are still working, still active and enjoying the fruits of their labors.

And what do we grandparents like to do? Spoil our grandchildren and have them spend holidays, summers and long weekends with us. We want to teach them how to golf, fish, ski, throw a football, bake cookies, make S’mores, float a river or go hunting. Their over-achieving parents don’t have the time to do that today, so it’s up to the grandparents.

When developing and marketing a residential product or resort geared toward this audience, remember, we can pay cash and demand immediate access as time is running out and we may not be here for a long time but we’re here for a good time.

OOPS

OOPS

The Facts

Several weeks ago I wrote about KFC offering free college tuition to any new parents that named their baby Harland, after their founder. I still haven’t heard the results yet, even called the company to see what they could tell me about the promotion. Well now Domino’s Pizza has had to call off a promotion in Russia that offered 100 free pizzas per year for 100 years to fans who agreed to get a tattoo of the brand’s logo and share it on social media. Why, because over 350 Russians got the logo tattoo and qualified for the free pizza.

Spiker Insights

That consumers would go to such permanent lengths for free pizza for life could be an indication that Dominos has some serious fans in Russia; or that tattoos are not a big deal for some, but certainly 100 free pizzas a year for life certainly is.  Most of Dominos and KFC is an indication of how brands can take their marketing stunts a little too far and possibly harm a brand’s reputation − an important lesson as brands appear to be less risk-averse in an era when consumers are very interested in viral social media content. This tattoo promotion may have boosted social media engagement, but the franchise could also take a major hit with having to serve so many pizzas, not to mention the bad will of pulling out of the promotion altogether. Be careful with what you wish for is the lesson here.

Tis The Season

Tis The Season

The Facts

I’m a traditionalist when it comes to Christmas cards. But today, most brands want to go cheap and send a digital e-card that just doesn’t convey the Holiday Spirit I feel the holiday deserves. Most of the e-cards look alike, are self-promotional in tone, and come across to me as a last-minute attempt to get something out to your clients and friends for the holidays.

Spiker Insights

This year, beginning this month, let’s all make a point to leave the pointless self-promotion and me-too holiday messages in the past and attempt to capture the spirit of the holidays and convey your firm’s genuine and warm holiday wishes to your clients and friends. I’m talking about it now so you will have plenty of time to work with your design team on developing an appropriate message.

We’ve been working on ours for the last two weeks already and have come up with our message and concept that you all will be enjoying in your snail-mail box two weeks prior to Christmas. Keep it true to the spirit of the holidays and not be self-promotional like an e-card we received last year with a Google Map on it showing their office location and sales copy on why we should work with them, or directing your readers to your website. Classy, real classy.