Marketing Communication Strategies

Do You Know your Customers’ and Boss’s Decision Shortcuts?

Thursday, May 17, 2012 by Larry Rondeau

When you communicate, how do others evaluate what you say? Effectively transmitting ideas is vital in business. Executives with important initiatives need to get buy-in from colleagues, superiors and agents. Marketers need to get the company’s message across to insureds and prospects.

Whether in one to one communication or a marketing and sales support campaign, you could spend hours putting together a strong, persuasive message. But busy people often don’t take the time to carefully consider all the facts. Instead, research reveals, they use decision shortcuts. You probably do it yourself. Some decision shortcuts will vary from person to person. Do you know which ones your boss or customers use? Some are universal. Here are two:

Confidence

Georgetown University professor Deborah Tannen wrote, “The CEO of a major corporation told me that he often has to make decisions in five minutes about matters on which others may have worked five months. He said he uses this rule: If the person making the proposal seems confident, the CEO approves it. If not, he says no.” One who speaks with conviction often wins others over.

This, of course, is a two-edged sword. Many have attended meetings where one person appears supremely confident, but hard facts prove him/her wrong. As Professor Tannen’s example shows, people often assume that the most confident person in the room is the most correct. It’s therefore vital to base a self-assured presentation on solid evidence. No doubt the JPMorgan Chase executive who recommended gambling on risky trades sounded convincing, but that didn’t stop the bank from losing $20 billion.

Familiarity

Does it truly pay to regularly advertise your product or idea's advantages? Yes. Repetition boosts familiarity. Researchers find that people often base judgments on how easily something comes to mind. Social psychologist and author Dr. David Myers restates their conclusion: “Mere repetition can make things believable.” Studies reveal that even false statements, if repeated often enough, will be widely regarded as true. Naturally, in the information age lies are often quickly exposed. But if repeating a falsehood increases its acceptance, what will skillful reiteration do for the truth?

Effective marketing communications strategies often involve artfully repeating a product or plan's key advantages enough to gain acceptance. This is particularly true during challenging economic times. Harvard Business School professor John Quelch states, “It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

Thus an integrated marketing communications campaign that uses different communication channels and messaging to build a brand will often succeed. In uncertain times people look for a sure thing. They often choose a product or a plan they’ve come to believe will work for them.

Are confidence and familiarity shortcuts your boss or customers use to make decisions? Research reveals several others that are common. Stay tuned.

Reducing “No-Shows” at Admissions Events - Part One

Monday, May 14, 2012 by Larry Rondeau

Getting students on campus is a well-known key to successful admissions conversion and yield programs. Few marketing communication strategies can match the yield rate for students who visit for a tour and admissions interview. As a marketing services company that has helped colleges improve both applications and enrollment, The Allied Group is committed to finding new ways to get more students to sign up for campus visits.

But success depends on students who sign up actually showing up on campus. A discussion on LinkedIn’s College Admissions Experts group indicates that some institutions experience no-show rates of 50%. That can cause problems for both students and enrollment managers. How can applicants make informed decisions without coming to campus? Can admissions officers accurately assess borderline students they’ve never met? What effect will a low yield rate have on the institution?

Can colleges lower the no-show rate? Suggestions offered by the group included calling students rather than relying on mail or email, teaching reps to avoid telling too much over the phone, calling parents to make sure the appointment made works for them, and calling to remind the student the day before the interview - all seemingly sound suggestions.

Two further recommendations have a sound basis in research. Studies have found, as communications psychology expert Robert Cialdini, PhD puts it, “People always want more of what they can have less of.” Students who compete for admission value it more highly. Utilizing that principle, one experienced admissions officer advised informing the student about something Admissions needs to properly consider their application, like crucial paperwork or their commitment to being a good student. Another likes to let students know that she is fitting them into a tight interview schedule. This has the tendency to make the appointment feel more important to the prospect. If the schedule is tight, a wise admissions officer will make sure students know it.

Another important research finding that can help is the Commitment/Consistency principle, demonstrated by over 1,000 studies. Dr. Cialdini writes, “Once an individual takes a stand, goes on record, or establishes a position, there is a tendency to respond in ways that are stubbornly consistent with it.” In one study, restaurant staff lowered the percentage of people who failed to honor their dinner reservations by two-thirds, from 30% to 10%, by obtaining a commitment.

After taking the reservation, staff normally said, "Please call if you have to cancel." The researcher changed that to a question, "Will you please call if you have to cancel?" The staff member then waited for a response. Naturally, most patrons promised to call. And having made that commitment with their own lips, most honored it.

Research reveals an additional step that could further reduce no-shows. It utilizes a proven principle that is both easy to apply and highly effective. What is it? You can learn the answer in “Reducing “No Shows” at Admission Events – Part Two.” Please look for it here during the week of May 21st.

What's Trending 10

Friday, May 4, 2012 by David Speakman

Well I've taken a little break from this deep topic because I wanted to keep everyone on their toes. Looking at beautiful women, scandalous topics and pressing political views of famous celebs is certainly riveting, but it is hard work. So here goes according to Yahoo:

Kelly Ripa: I guess filling Regis's shoes is going to be difficult. And one thing we do know now is that it won't me Mrs. Ripa's husband Mark! I guess Kelly wouldn't be able to handle that. By the way, when did Regis leave? Did anyone else know about this?

Vince Young: So here we go. A little more in my comfort zone. But I'm not actually sure why Vince is trending. The only thing I can tell is that he is set to work out for the Buffalo Bills. Not exactly earth shattering news, but I guess football has become America's game!

Paulina Gretzky: Welcome to the world of social media and celebrity children. I can't say I had ever heard of Paulina Gretzky, but looking at her last name, it didn't take me long to figure out who she was. And I guess everyone else knows who she is too after posting revealing photos of herself on Instagram.

Well, as usual, we see a lot of beautiful celebrities, sports and a little social media mixed in this time. Effective marketing communication strategies tend to include these very tactics. At The Allied Group, we work with our clients to provide the best possible solution for effective lead generation. And implementing lead generation methods that capitalize on what's going on in the world around us enable us and our clients to capitalize and put this to work for them.

You never know, if Vince's workout doesn't go well with the Bills, he could be available! Could he be the next face of your organization?

If a Blog Fell in the Woods...

Wednesday, May 2, 2012 by David Speakman

The answer is yes! So blogging for SEO purposes, as legitimate lead generation methods go, is a good thing, right? Not if you don't do it. For some reason, it has fallen further and further down my radar screen as I get wrapped up and entrenched in the "day-to-day". The cost of not being "heard" is not being "found".

You may get a little overwhelmed with all the new technology and, potentially, face some resistance from those "old school" colleagues of yours who "pound the pavement" and don't rely on those "blueberry's" and "spacebook" stuff. And while I'm not one to completely abandon the tried and true, it is becoming more and more clear that the payoff of some of this new technology is evident. As a marketing communications company, or for any company for that matter, it is imperitive to continue talking. The expression "silence = death" is true!

Remember, the fundamental goal of a business blog is to generate and publlish informational/educational/interesting content that is laser focused on strategic key words/phrases enabling you to be found by search engines. Followership is great, but there are millions of people out there looking for your products and services. There are only a handful of people you can personally connect with or are part of your extended network. Sound marketing communication strategies are rooted in the ability to deliver content the motivates an audience to action.

So there's nothing wrong with "pounding the pavement" or even implementing some tried and true tactics as part of your business development plan. But remember, if you don't get with the times, you won't be heard. And if you're not heard, your not what?

Marketing - Should it Motivate and Educate or Aggravate?

Wednesday, May 2, 2012 by Larry Rondeau

What impels advertisers to repeat the same television commercials over and over again? When you’re searching for information on the Internet, why do online ads take over your screen? Have studies shown that these tactics induce consumers to inquire, sign up, or buy? Does advertising have to be annoying to be effective?

Researcher David Schumann conducted a study to discover the effect repeating the same commercial had on consumers, reported social psychologists Elliot Aronson and Anthony Pratkanis. Similar to the findings of previous research, Shumann found that repeating an advertisement as subjects watched television increased consumers’ belief in its claims and liking for the product – to a point. Those who saw the ad four times during their viewing period gave the product a higher rating. Viewers who saw it eight times gave it a poorer evaluation. Clearly, they had become annoyed.

Utilizing the Research

To combat this, advertisers began to maintain the essence of the message but vary its presentation. They changed the settings, camera angles and spokespeople. They used multi-channel marketing approaches, deploying everything from television to print to personalized direct mail and customized landing pages along with regular and mobile websites to reach consumers in different ways. It worked!

Upscale discounter Target, for example, employs several top advertising agencies, churning out an endless flow of entertaining commercials and clever print/online ads. All contain the same core messages the retailer wants consumers to remember. And because the ads are done well and varied to avoid wearing out viewers, consumers in one survey said they actually enjoy Target commercials. It must be working – the retailer’s sales continue to increase despite the up and down economy.

Pitfalls

Far too few advertisers have learned from Target’s success. It seems like every local evening newscast treats viewers to the same commercials presented twice – not at different times, but in succession. This increases, not belief and liking, but irritation. Popular websites have ads that completely take over the screen. This can be incredibly annoying for consumers browsing online, especially for mobile users who need an answer on the spot.

Some bloggers who work hard to produce genuinely enlightening material fall into the trap of emailing their readership several times a week. Some do it every day. They seemed to have missed wise King Solomon’s frank advice, “Make your foot rare at the house of your fellowman, that he may not have his sufficiency of you and certainly hate you.” In marketing, this principle helps one realize that bloggers and advertisers always walk a tightrope between getting noticed and becoming notorious.

Effective marketing communication strategies center on the feelings and beliefs of the target audience. As a marketing communications company striving to achieve recognition as a top direct marketing firm, The Allied Group continually considers our clients’ goals/culture and, most importantly, their customer’s communication preferences. This knowledge combined with insight into consumer psychology and effective, tailored design for each chosen communication channel can synergize to produce a fruitful campaign.

Hazing – Why it’s So Hard to get College Fraternities to Stop

Friday, April 13, 2012 by Larry Rondeau

The Boston Globe reported on Tuesday that five BU students were found in the basement of a house in Allston occupied by members of the Alpha Epsilon Pi fraternity. The students, all men, were taped together, clad only in underwear and covered in condiments like fish sauce, hot sauce and mustard as part of, police believe, a hazing ritual.

This fraternity is not affiliated with Boston University, but, according to the Globe, BU recently suspended the Sigma Delta Tau sorority after underage women were allegedly forced to drink liquor until several required hospitalization. Alpha Epsilon Pi members were also allegedly involved.

Hazing, outlawed in Massachusetts, is by no means confined to BU. Other prestigious institutions continue to wrestle with the problem. Despite the strong anti-hazing stand taken by many institutions this practice just won’t go away.

Why hazing remains so popular

Working at The Allied Group, a higher education marketing firm, I realize that, abuses like hazing aside, fraternities and sororities can play an important role in developing tomorrow’s leaders. Forbes magazine stated, “The social skills that help students gain admittance into the Greek system are the same aptitudes that can later give them a leg-up in corporate climbing. Plus, once they've graduated, they can tap into the network of past fraternity brothers or sisters who litter all tiers of corporate America.” American presidents and many corporate CEOs are fraternity members.

Hazing is the dark site of Greek life, causing cases of physical and emotional injury, even death. So why do fraternities and sororities keep doing it? A classic study by renowned psychology researcher Dr. Elliot Aronson and Judson Mills, PhD reveals the answer.

Research finds the key

Aronson and Mills invited Stanford University students to join a group discussing the psychology of sex. To attend, new members had to submit to an embarrassing initiation procedure. For some it was excruciating; others underwent a milder initiation. Afterward, each student listened to the same recording of a supposed group meeting. It was purposely designed to be as boring as possible, a halting academic discussion of the secondary mating characteristics of birds. It was far from the tantalizing yet insightful exchange promised.

Afterwards, the students rated several aspects of the discussion. The mild initiation group rated it accurately: boring and worthless; the members dull and annoying. But those in the severe initiation group assessed the conversation as interesting and exciting. They regarded group members as “attractive and sharp.”

Clearly, their view of the group and its recorded discussion was strongly altered by the severity of their initiation. When other scientists replicated the experiment using different admission rituals, the result was always the same. As Dr. Aronson and his coauthor put it, “Severe initiations increase a member’s liking for the group.”

This evidence reveals the reason why hazing is so hard to eliminate: it works. The strictest college rules will not stop it. We know a lot of effective marketing communication strategies, but none that will eradicate a practice that binds members so tightly to organizations. You might as well ask the Marines to abolish boot camp!

The only useful anti-hazing strategy is to find other equally effective but less risky ways to test and indoctrinate new pledges. Robert Cialdini, PhD points out that plenty of dirty, distasteful jobs in society need doing. If fraternities volunteered to take them on during Hell Week, it would not only benefit the community but the fraternity’s image as well. Remember, it doesn’t matter what the initiation ritual is – as long as it’s severe, it’s effective.

Could colleges instruct fraternity members about these matters so that the dangers of hazing can be eliminated? Why not?

The Rumor Mill’s Power to Help or Harm Your Business

Monday, March 19, 2012 by Larry Rondeau

Whether good or bad, rumors can have a big effect on an organization. Stories about a company’s positive results can send its stock price soaring. Negative gossip about a firm can seriously hurt sales.

Rumors don’t have to be true to have impact. In the 1980s the “Leaflet of Villejuif” began circulating in France. This plain typewritten pamphlet exhorted parents to boycott popular soft drink brands like Coca-Cola, Schweppes and Canada Dry, charging they contained dangerous chemicals that could harm children.

The power of rumor and innuendo

A survey of 150 French housewives found that 19% had stopped buying the brands mentioned. Another 69% said they intended to support the boycott. Elementary school teachers and physicians were surveyed; half of the doctors and nearly all the teachers agreed with the leaflet’s statements. Fewer than 10% of these educated professionals bothered to check the truthfulness of its claims. That’s sad, because virtually all of them were false. Eminent social psychologist Elliot Aronson, PhD and colleague Anthony Pratkanis, PhD state in their account that E330, the food additive claimed to be highly carcinogenic, was actually the European Union’s code for harmless citric acid, found in oranges and grapefruit.

Mark Twain wrote, “A lie can travel halfway around the world while the truth is putting on its shoes.” It can do a great deal of damage in its travels. Because we hear rumors from people we know, or we learn about them through trusted media sources, we often don’t bother to check their validity. But they can have a big impact on both reputations and sales.

One study asked participants to rate political candidates after reading fabricated headlines. Some contained a direct accusation (“Bob Talbert Linked with Mafia”), a damning question (“Is Karen Downing Associated with a Fraudulent Charity?”), a denial of impropriety (“Andrew Winters Not Connected to Bank Embezzlement”) or a completely neutral statement (“George Armstrong Arrives in City”). Aronson and Pratkanis relate:

The results showed, not surprisingly, that candidates linked with a directly incriminating headline were perceived more negatively. Strikingly, however, merely questioning whether a candidate had performed an undesirable behavior also resulted in negative perceptions of the candidate – just slightly more positive than those evoked by a direct incrimination…The source of the innuendo made little difference. The candidates were still rated negatively even if the source of the headline was a newspaper lacking in credibility (the National Enquirer or the Midnight Globe as opposed to the New York Times or the Washington Post).

What can you do about it?

According to marketing professor Allan Kimmel, one key to rumor control is: “Talk!...For the most part, a refusal to talk, whether it be to journalists, customers…or other concerned parties conveys the message that the company has something to hide and adds to uncertainty, or sometimes merely serves to confirm the fears underlying the requests for information.”

But, “In order to stand a chance of succeeding," say Aronson and Pratkanis, “such refutations should not overstate the case, should embed the rumor in a negative context (or damn it, refute it, then damn it again and replace it), and should not repeat verbatim particularly memorable rumors.” Quick action by high-ranking officials can limit the damage false "factoids" may cause. Organizations who have established a record of integrity will find it easier to protect and restore their reputations.

The Allied Group is a marketing communications company offering full service fulfillment programs ,innovative marketing communications strategies and marketing support services to insurance and financial services companies.

Increasing search traffic for free? Really?

Thursday, March 15, 2012 by Melanie Mathews

It's true. I do not tell a lie...but you must be ready for some work! Increasing your search traffic can be done successfully and it can be done organically it just involves a bit more work than paid search. If it's free then why not try right? Here's just a couple tips to get you started...

First things first
Make sure that you are writing about (blogging and producing content) that people are actually searching for. You want to make sure that your efforts are being seen by the people that are searching for them so make sure that you are producing content that is relevant. You can use a keyword grader to make sure that your efforts are worth the trouble...use Google's grader. And you want to make sure that the content you are producing is in line with the keywords that you are targeting. It's just one of the many important marketing communication strategies that you should be using.

Another great way to increase search traffic
Link building. Promote promote promote. If you have great relationships with your partners ask them to promote your online content or blog posts. Share on LinkedIn and have your employees share as well. The more your content is shared organically the more traffic you will see. Also, when you are hyperlinking make sure your links are specific and not generic. So use 'Increase Web Traffic' as opposed to 'Read More'...this is a great tip from MarketingProfs (thanks).

Allied is an integral part of our clients' marketing and sales support initiatives and if you have any questions please Contact Us here especially if you would like to discuss your integrated marketing communications campaign plans...we can help.

How targeted is your list?

Thursday, March 8, 2012 by Melanie Mathews

This isn't a new question...people have been asking this question for years - even before email marketing was standard marketing practice. Every company needs a prospect list and it needs to be targeted.

The next question of course would be...how? How do I develop this amazing targeted prospect list Melanie? Well, I am not saying I have all the answers but I can help a bit. Two simple tasks...

First - make sure that you are making the most of all of your online forms. Capture the info on the people who are following you. Don't give content away for free - gate it! If you released a white paper or case study, gate it with a form for download. That's one of the easiest and best ways to start building a list. Just be aware that if you ask too much you will likely get a whole lot of droppers (people who don't fill out the form and leave the page). It doesn't matter how good your 'offer' is, if you ask for more than a few pieces of info they will leave.

Second - have someone build a targeted list for you using predicted modeling. Your marketing communication strategies can be amazing but if they are falling on deaf ears then it doesn't matter now does it? As a top direct marketing agency, Allied deals with this challenge constantly and we have been successfully building lists for clients for years. Predictive modeling takes your current customer list and builds a highly targeted prospect list based on the data from your customers. It's a bit more complicated but it works.

If you want to discuss this in further detail give us a call or submit your info on our 'form'...

Free Speech – Will risking it really help smokers quit?

Monday, March 5, 2012 by Larry Rondeau

The Boston Globe reported last Wednesday that a federal judge blocked the new FDA requirement that tobacco companies put graphic images on cigarette packaging. The article outlined the judge's ruling that requiring the images, which include "a sewn-up corpse of a smoker and a picture of diseased lungs, on cigarette packs violates the free speech amendment to the Constitution.”

This raises a serious issue, presenting all, including educators, with a dilemma. On the one hand, evidence that smoking kills is overwhelming. I had to watch it destroy my mother’s favorite uncle. Efforts to help smokers stop and aid teenagers to avoid smoking are commendable. Clearly, we’d all be better off if smokers quit in droves.

Reducing smoking-related illnesses is a worthy goal. But is it worth eroding the cherished freedom of speech on which all Americans, especially educators, depend? That’s a question for the Supreme Court. Despite the health issues, the specter of government edicts forcing organizations to publicly say negative things about their activities is not a pleasant one. So, we must ask – is the reward worth the risk? Do graphic, fear-arousing images actually help people quit smoking?

What the research shows

There is no question that graphic images on Canadian and Australian cigarette packs have proven to make smokers think about health hazards and consider quitting. A WHO bulletin stated, “The research on pictorial warnings show that they are: (i) more likely to be noticed than text-only warning labels; (ii) more effective for educating smokers…and for increasing smokers’ thoughts about the health risks; and (iii) associated with increased motivation to quit smoking.”

But motivation doesn’t necessarily translate into action. Consider how noted social psychologist and textbook author Dr. David Myers summed up the research: “Many people who have been made to fear an early death from smoking continue to smoke. When the fear pertains to a pleasurable activity, notes Elliot Aronson (1997), the result is often not behavioral change but denial.”

In fact, the eminent Dr. Aronson states that studies show smokers who’ve tried to stop and failed are the group most likely to deny or minimize the hazards of smoking. They rationalize it away. Aronson and his coauthors cite research showing ways that frightening pictures can actually reduce smoking. Smokers shown graphic images of lung cancer and then given a pamphlet outlining ways to quit lowered their daily cigarettes by 77% (from 69 to 26). Those who saw disturbing photos without specific instructions smoked less for a time, but soon returned to smoking nearly as much as they had before (64 daily cigarettes merely dropped to 54).

But even the group who substantially reduced their cigarette intake continued to smoke during the three month study. I could locate no data showing that graphic images on cigarette packaging really helps people quit. In fact, a Prevention First report states that fear tactics are ineffective in deterring young people from smoking. Is it worth eroding freedom of speech for a smoking cessation strategy not proven to help substantial numbers to stop?

An alternative

Influence expert Robert Cialdini, PhD told me in personal correspondence that one way to reduce negative behavior is to link it to a disliked or disrespected outgroup. Nicotine is a highly addictive drug. Perhaps we need ads comparing tobacco companies to drug cartels and cigarette dealers to those who sell dangerous drugs in neighborhoods and schools. That exercise of free speech might get results!

The Allied Group offers innovative marketing communications strategies, Search, Stealth and Yield programs, marketing support and full service fulfillment.

Old Man Winter Takes a Season Off . . . Your Marketing Cannot

Monday, February 27, 2012 by Steve Condon

For those of us living in New England this has been a pretty easy winter. In the past wintertime in New England has meant lots of snow, cold temperatures and icy roads -- basically a pain in the neck. NOT this winter though . . . so far this year we have had very little snow, temperatures have been mild and we have not been subjected to dangerous roads to drive on. For some people -- like the skiers in the area -- this is not the weather they like but for most of us we are enjoying this lack of winter conditions. Either way, it is clear that Old Man Winter has taken some time off this season!

How would you like to be able to take a season off?

Unfortunately, marketing professionals are not able to take a season off like Old Man Winter. The Allied Group defines Marketing as "The combination of strategic plans and specific tactical actions done intentionally and consistently to influence the perceptions of a target audience or individual buyer in order to create, maintain or grow revenue." This definition can be broken down in a number of ways but a critical component to that definition is the word consistently.

Allied works with various industries: Life Science Marketing. Marketing in Medical Devices. Higher Education Marketing. For these industries, the messages and methods to reach prospects might differ but they all rely on on thing: Consistency. Marketing is not a "quick hit" strategy; rather a successful marketing program requires strategic planning, precise execution, and a strong follow-up plan . . . a successful marketing program should always have a "next step" and a consistent flow of efforts to reach your clients and prospects.

Very few (if any) marketing messages can be successful with one approach or attempt. A great example of consistent messaging in a restaurant that all of us have eaten: McDonalds. It is safe to say that everyone knows McDonalds, knows what they serve and knows what kind of experience you will have going there. Yet you are consistently exposed to their advertising: television, radio spots, billboards, newspaper ads, direct mail coupons to our homes.

Direct Mail. Email Campaigns. Web Design Branding. Social Media. QR Codes. There are many ways to communicate your marketing message. Just like a carpenter uses the tools in his tool belt, the marketing professional has many "tools" to create their consistent messages.

So going back to our original question of "How would you like to be able to take a season off?" - The answer is NO.

What will be your next step in your marketing efforts?

Can you Feel (or Share) the Love?

Tuesday, February 14, 2012 by Brian Butler

Today being Valentine’s Day, all sorts of romantic messages, flowers, cards, candy and dinners abound. Expectations run high, and credit card bills run higher. But, we know that in order to keep our loved ones around, it is critical to notice and appreciate them from time-to-time, especially on the special days.

Here’s the question then, in your marketing communication efforts, how much “love” do you extend to your customers (and prospects)? And, how often? Just as in personal relationships it is important to feel connected through specific regular acts of kindness, it is equally important to do in our business relationships as well.

As consumers, we have more choices than ever in our shopping lives. There are more products available and more channels in which to purchase them than ever before. In business, it has become critical to communicate with our audience in whichever media they prefer. One size does not fit all.

Just as some people would prefer one red rose to a box of chocolates, certain buyers may prefer to be in touch with you via: mail, the web, with mobile devices or tablets or via social media. Make sure your marketing communication strategies include all of these tactics to ensure the widest possible delivery of your messages and offers.

At work, integrated, multi-channel marketing programs that include all these methods are your best bet to help your entire audience feel “loved”. At home, go get the chocolates, flowers, cards and…throw in a romantic dinner too!

Why Do Companies Pay $3.5 million for Super Bowl Ads?

Monday, February 6, 2012 by Larry Rondeau

At an average cost of $3.5 million, Super Bowl commercials must accomplish a lot – increasing consumers’ awareness, liking and preference for the brand advertised. How do they do it? Consider a few examples:

1. Volkswagen’s “The Dog Strikes Back” – People like dogs, and most of us can relate to the overweight Golden Retriever. Like us when we pack on too many pounds, he gets off the couch, starts exercising, resists overeating and soon he’s lost the extra weight. He can now fit through the dog door and chase cars again, this time a new Volkswagen. We can’t help but like the Retriever, and the car looks pretty good, too. This is a good example of the principle of association – good or bad feelings tend to rub off on anything associated with them.

2. Doritos “Man’s Best Friend” – More power of emotional association with a little salesmanship mixed in. The good-looking Great Dane illustrates just how good Doritos are – tasty enough to enable the dog to bribe his male owner into overlooking his killing and burying the family cat.

3. Bridgestone’s “Performance Basketball” – This time, cute sleeping babies and NBA stars Tim Duncan and Steve Nash impart good feelings to Bridgestone tires. Duncan and Nash dribble a basketball made out of the same material as high-performance Bridgestone tires designed to eliminate road noise. Both tires and basketball pass “the sleeping baby test.” This commercial does two things: It imparts the good feelings generated by the babies and basketball stars to Bridgestone tires and demonstrates that this tire company is constantly finding new ways to make the best tires. This commercial distracts us from the sales pitch, avoiding viewer irritation.

4. Chevy’s “Happy Grad” – The parents of a new college graduate blindfold him and lead him outside to unveil his graduation gift, an apartment-size refrigerator. Unfortunately, it’s on the sidewalk in front of the neighbor’s brand new Chevy convertible. The grad, beside himself with joy, assumes the car is his gift. Soon his friends join him in rejoicing, including his girlfriend who offers to marry him, an offer he accepts. The grad proclaims, “This is the best day of my life.” The Chevrolet logo and “Chevy Runs Deep” appear briefly onscreen. Finally, the neighbor appears and drives off in his new car. The grad laments, “Mr. Johnson just stole my car!”

This amusing story cleverly hides the embedded sales pitch: ‘This Chevy is so great that obtaining one brings tremendous pleasure. Buying one could bring about the best day of your life.’ If GM actually said this, most viewers would reject the inflated message. Presenting it as the actual reaction of a new graduate who received such a gift would be greeted with skepticism. But staging it as a comical mistake gets our emotions involved. We’re amused and almost embarrassed by the reaction of the grad, his friends and girlfriend. We wonder what he’ll do when he learns the truth. What we don’t notice is that Chevrolet has implanted a pretty strong marketing message into the back of our minds. The feelings invoked by this commercial may well surface if we’re shopping for a car in the near future.

Building in psychological components is one of the marketing communication strategies that run deep in Super Bowl advertising. High cost demands strong results. Time will tell if this year’s ads increase sales. We at The Allied Group, a marketing communications and full service fulfillment company, will watch and report.

Save the Debates for Politics

Monday, January 30, 2012 by Steve Condon

Political Season... We are in the thick of it.

For those who follow the political landscape, you are no doubt keeping your eyes on the debates that have recently been held with the Republican candidates. Pick your favorite guy and you will see them discussing and debating the subjects (one pundit called it "professional arguing"). The moderator offers a subject and the politicians have at it... many subjects are up for debate.

Your marketing and business development is NOT up for debate. Think of all the aspects of your business: operations, finance, IT, product development, research and development... all are key aspects for a successful business but none of that matters if your marketing and sales process is weak.

If you are not thinking like a top marketing communications company, it fairly certain that you might be missing the boat in some areas. The tip of the spear is lead generation - are you leveraging your website to maximize those leads? What marketing strategy services are you employing to increase your awareness in the marketplace? Once you get the leads, do you have a CRM system to manage the leads and opportunities? What marketing and sales support is available to help close these opportunities?

Has your company taken the time to answer these questions? Oftentimes these questions fall to the back-burner as we are constantly handling the daily activities. But think about the old adage "The customer is always right" - the customer is the start of the cycle in any business. Since clients spend the money and fund all of the other activities in a business, it makes sense to pay attention to the process of getting more of them.

The Allied Group works with clients to manage their marketing and sales functions. As a marketing communications company, we strive to assist clients on navigating their challenges. For those who don't even know their shortcomings, a good start is assessing your current situation and using an outside marketing company to determine your next steps.

So enjoy the political season and leave the debating out of your sales and marketing effort!

Seven Ways to Get People to Listen - Part Two

Friday, January 27, 2012 by Larry Rondeau

The Magnetic Middle

How can you get people to listen to the facts? What can move them to action? Previous blog posts showed why some resist or ignore factual evidence that contradicts their viewpoint and gave some ways to combat that tendency. Once you’ve opened the minds of colleagues, team members, customers and prospects, how can you best present the facts and gain their buy-in? This has been the subject of considerable research and a number of effective methods have emerged. One important communication strategy is: recognize and make good use of the power of the “Magnetic Middle.”

When the Magnetic Middle works against you

The Sherif study at Columbia University found that when the facts were unclear and groups of people had to make a judgment call, they quickly arrived at a compromise position and then stuck to that opinion, even when asked individually a year later. Participants actually substituted the group’s judgment for their own. This and similar studies led researchers to coin the phrase, “the Magnetic Middle.”

This would be no problem if a board or committee was deciding where to go to lunch. We would hope when an important matter is on the table, people would study it carefully and form knowledgeable opinions. Thankfully, that often occurs. But studies cited by eminent social psychologist Dr. Elliot Aronson and others revealed that the more important the decision, the more likely we humans are to rely on the judgments of others.

One researcher asked each member of a group to publicly state the answers to a series of questions. Several members of the group had secretly agreed beforehand to give the same wrong answers. When the stakes were low actual subjects, who were not in on the subterfuge, agreed with the group’s incorrect responses to 35% of the questions. When the stakes were high they substituted the crowd’s bad judgment for their own 51% of the time.

Thus, when presenting unfamiliar facts on an important issue to a board or committee, an executive will often find individual members eager to stick to their established beliefs (confirmation bias). Additionally, the group opinion, once expressed, will be very hard to change.

Making the Magnetic Middle work for you

While people’s tendency to follow the group can go against you, it can work for you as well. For instance, a VP of IT may find it easier to gain approval for a major software purchase if he/she points out, not only the reasons for selecting it, but a list of similar companies who have already done so.

Rather than relying on an expert to convince staff members of the need and benefit of implementing a new procedure, communications psychology expert Robert Cialdini, PhD recommends that wise managers employ the strong influence of a coworker who has already used this method in another situation. As their fellow worker and colleague, he or she can often sway their opinions in ways an outsider could not.

Showing affiliates, like independent insurance agents, that others just like them already participate in a new program can greatly increase their willingness to adopt it themselves. One major pharmaceutical company’s head of training asked trainees to write down one thing they really liked about the workshop they attended. He then printed many of these testimonials on large posters and asked new participants to review them to see what their colleagues had said about the program. According to Dr. Cialdini and his coauthors, this trainer wrote:

I was a little skeptical at first about whether such a simple thing would work, but the impact was incredible…What was interesting was that this catalog of testimonials also helped me to influence senior managers to support future projects I was leading.

The urge to join our colleagues and friends in the Magnetic Middle can be powerful. Wise executives and marketers can use it to great advantage in moving others to take needed action.

The Allied Group offers full service fulfillment programs as well as one to one communications and other marketing communications strategies and marketing support to the insurance, benefits and healthcare industries.

What's Trending 9

Friday, January 27, 2012 by David Speakman

Here we go again. Yahooooo! (by the way, does anything else besides beautiful women 'trend' on Yahoo? I swear, I did not make this up!)

Katherine Heigl. I guess she admitted on Monday that - at times -- she regrets having left "Grey's Anatomy. Hmm. As "admissions" go, I'm not sure that was the most revealing.

Jennifer Aniston. Jenny and boyfriend Justin Theroux are reportedly set to buy a home in Los Angeles' posh Bel-Air neighborhood. Well they say home ownership is the American dream!

Drew Barrymore. The star is newly engaged to art consultant Will Kopelman and says she chose her man wisely. The actress, who has weathered two marriages that ended in divorce, told ABC News that the third time is the charm: "He is a really good person. I'm proud of my choice with him." The 36-year-old is reportedly converting to Judaism for her fiance. Will they buy promotional products for the wedding? I wonder if Adam Sandler can squeeze her into his song this year?

Again, it's a good thing I challenged myself with this tough assignment. It's not easy to find pictures of beautiful women and come up with witty comments to complement their glamorous lifestyles. But I try. And, again, what does this have to do with building and implementing marketing communication strategies? I have to admit this time, absolutely nothing! But I'll continue to do it.

On a serious note, if you are ready to build a successful integrated marketing communications campaign and put some serious effort in to growing your business in 2012, you know how to get in touch with me!

It's a New Year...Now What?

Thursday, January 26, 2012 by David Speakman

As 2012 comes in like a lamb, at least in the Northeast, the question is will it go out the same way? Or have we got some lion yet to come?

Forget about the resolutions, what are you going to do to make sure your roar is heard and you make your presence known in the marketplace? Building an integrated marketing communications campaign would be a great place to start! Sure it isn't as sexy as losing weight or maybe as altruistic as ending hunger or promoting world peace, but it's got one thing that those others don't: you can do it!

Any top direct marketing agency can talk about integrated marketing services or "multi-channel", or "cross-media", or whatever word or phrase you want to call it. At The Allied Group, we're uniquely positioned and qualified to build comprehensive acquisition programs. Rooted in tradition, The Allied Group has been building print campaigns for business development initiatives for over 60 years! Leveraging print with digital, social and mobile media has become our specialty.

If you truly are looking to accomplish big things in 2012 and are tired of the same old results since the economy tanked in 2008/09, we should talk. Marketing communication strategies are only as effective as your ability to get something out the door. 2012 is going to be about less talking and more doing! Are you going to be a lamb or a lion?

Don't have Twitter Regret

Wednesday, January 25, 2012 by Melanie Mathews

Many of us have been there. You tweet (or re-tweet) something maybe you shouldn't have or maybe you even went as far as created a Twitter campaign that ended up backfiring - seriously backfiring.

In a recent campaign by McDonald's to draw attention to their commitment to freshness a request for feed back backfired when customers started tweeting very negative and unfortunate experiences with McDonald's. Their marketing communication strategies seemed to be not well thought out in this instance.

The moral of my story here is that you have to be careful with your social media strategies and with marketing as a whole. If you are in the type of business that deals with the consumer like McDonald's or something to that effect then you definitely want to think about the effects of any social strategy.

The right integrated marketing communications campaign can really take your reach to the next level but of course as seen with McDonald's, the wrong strategy can wreak havoc.

For more information on marketing and sales support and how Allied can help with your marketing and fulfillment needs, contact us.

For some interesting facts on Facebook & Social Networking download a copy of "20 Facebook and Social Networking Facts You Might Not (but need to) Know"

Source: Business Insider

CRM Watchlist

Monday, January 16, 2012 by Melanie Mathews

I think I say the term 'CRM' maybe 250 times in a week. I have said it so often that I forget it's even an acronym for something. Over the last year we have discussed what customer relationship management means to Allied and what we need to do with that 'meaning' going forward. Overall it involves "using technology to organize, automate, and synchronize business processes... The overall goals are to find, attract, and acquire new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service..." - Wikipedia

This brought me to many an article on CRM vendors and it lead me to Paul Greenburg's CRM Watchlist. There were some surprises on there. A few I (admittedly) have never heard of.

Regardless of who you decide to work with, having the right CRM strategy in place lends to play an important role in the success of all integrated marketing communications campaigns. It also will play a vital role in your company's marketing and sales support strategies.

The Allied Group has been helping their clients reach their goals to attract, acquire and retain the right customers for years. Click here to learn more.

Photo courtesy of: Danilo Rizzuti

Orange you glad I didn't say mauve?

Friday, January 13, 2012 by Colette Stall

And the winner is ... ORANGE! Yep, It's going to be a tangerine trees and marmalade skies kind of a year since Pantone picks orange as the top hue for 2012 - and not a moment too soon either.
(See below from 'Today Style'):
- - - - - - -
The world doesn't need more gray, and the blues are covered, too. What consumers need is a jolt - a shot of energy and boldness, all of which comes from Tangerine Tango, the reddish-orange hue that Pantone has announced as its top color for 2012.

"There's the element of encouragement with orange, it's building on the ideas of courage and action - it's that we want to move on to better things. I think it would be a disservice to go with a relaxed, soothing color now," said Leatrice Eiseman, executive director of the Pantone Color Institute, the research division of Pantone Inc. which creates color standards every year.

“Sophisticated but at the same time dramatic and seductive, Tangerine Tango is an orange with a lot of depth to it,” said Eiseman, “It marries the vivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy.”

"Consumer spending is a big player in reviving the economy and it needs adrenaline," said Eiseman. "Orange is a more urgent call to action than last year's hot-pink hue Honeysuckle, which was also supposed to channel cheerfulness coupled with nostalgia.

The annual forecast for 2012's dominant color takes into consideration what Pantone thinks shoppers want and need. Those are influenced by the designer runways, fabric shows, news events, pop culture and consumer habits. "Part of what we do is look at the zeitgeist," Eiseman explained. "We have to look at everything in the world around us. It's not an arbitrary choice."

"Color is really emotion," says Beth Eckerstrom, director of trend and product development at Crate and Barrel. "Everyone thinks it's a physical thing, but it's really emotion."
: - - - - - - - :
So there you have it. Don't forget to consider orange and The Allied Group as you plan your marketing and communication strategies for 2012. I know I'm ready for a little boldness, energy and a move toward warm and brighter things ... how about you?!