Customer Living = 2 Apples?

eMarketing, Services

I’m stuck — On our campus we have just finished building a new student housing complex. As with many campuses students have a meal plan and eat at a dining hall. This new community is by far the most expensive living option.

I’ve been asked to determine if adding kitchenettes to the complex would increase it’s attractiveness, and if so how much. We have built a mock-up of the kitchenettes in one unit. Some of the admins who are in favor of the kitchenettes have taken a few students to review the remodeled unit and an original unit. They are convinced that the research I’ve done to date that points to the price as the biggest deterrent must be wrong. They base that decision on the fact that when they show the same group of students both options most prefer the kitchenette unit.

While I’m in agreement that the kitchenettes will help (a little) spending more money on this is taking us in the wrong direction since price is the issue.

Are you aware of some kind of published research that gets at what I’m calling the two apples problem? If I give someone the choice between one free apple or two free apples most will choose two apples even if they only want one. Without factoring in price the opinions gathered that way are (in my mind) useless. Is there by any chance a term for this kind of problem that might clue me in on where to look for info?

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Jay’s Answer: This topic is described well in Chapter 1 of Dan Ariely’s book “Predictably Irrational“. It’s hard for people to deal with an either-or situation, and you can artificially manipulate people’s biases (or simply learn how to pitch the offer) by introducing a 3rd choice into the equation. People can’t cope with A vs. B well, but A vs. B vs. C allows them to feel like they can make an informed choice.

The one vs. two free apples is covered in another chapter as well…

A Tagline For A Residential Home Community In India?

Names + Taglines

What is the best tagline for our new residential project we are constructing. We named it Mantri – Vantage (in India). Theme is having homes in the best IT Hub (Location) with affordable costs.

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Jay’s Answer: The “best tagline” is one that your prospective customers relate to. Given the limited information you provided, here are some ideas:

  • Affordably Central
  • The Best Location. At The Best Price.
  • Live To Your Full Advantage

Publicity For Eye Doctors?

eMarketing, Publicity

I work for 2 eye doctors, they have a marketing consultant giving them ideas that they want me to implement. The first being a fund raiser, that is someone comes in for an eye exam, they will not be allowed to use their insurance but will be given $30 off the regular price which will still cost $120.00, for each person that a particular group gets to come in within 2 months. $60 will be donated to that group. My problem with this is, what would make the individual come in and not use insurance and just donate $60 to the group, the would come out cheaper. The doctor’s logic is aim toward people without insurance, but if they don’t have ins, then more than likely, no job, or can’t afford it. So with today’s economy, I don’t think the high price of $120 is a good strategy.

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Jay’s Answer: I agree with you – it’s not a compelling strategy.

I don’t know what % of their clientele have insurance, but restricting its use isn’t a wise idea. The doctors will get a $60 tax credit and result in a simple (pre-tax) net of $60 income/client. The client will pay $120 and the feeling that they’re helping their organization. Additionally, the offer is hard to explain, which makes marketing it less effective.

What else could they do? They could focus on the fact that people don’t regularly change their eye doctors, and get their payoff by the second visit. For example, they could give 50% of their net (after insurance pays) to the member’s organization. That would help the organization (and give them an additional tax credit), but still doesn’t give the individual a compelling motivation. If they could pick the name of a new client (from a bowl, after 2 months) and reward that person with a free weekend away to a nearby spa/hotel destination, then this “everyone-wins” offer might be the ticket. The nearby spa/hotel may donate their services in exchange for the PR the doctors generate.

What Is A Branding Exercise?

Branding

I have a branding assignment from a mid-sized national trucking company. They specialize in time-sensitive marketing materials. The company, call them Ajax, provides superior transport services and has strong technical capabilities to support their operations.

Ajax has a good reputation with warehouse managers and “people on the dock” who often make the determination of a carrier. Their desire is to leverage this reputation and have it reflected in the brand and new marketing efforts to grow volume. Currently Ajax’ marketing program is pretty much non-existent. With a stronger brand and some marketing support they also hope to work their way up the customer food chain and develop some awareness among higher level executives at companies whose materials they are transporting. The hope being that these executives could be persuaded to direct warehouse and doc people to use Ajax as a carrier.

Now, to my question. I want to run a branding exercise with executives and employees of Ajax. I want to talk about the target, benefits, develop a brand essence and personality. Could you please offer me your thoughts on the components of brand architecture and any suggestions you have to tease out from them expressions of benefit and essence, etc. that are rich and emotional and not simply a dull recitation of the obvious.

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Jay’s Answer: Instead of trying to get them to come up with branding thoughts, have them tell stories of things that they are proud of, or were told by others, or how a bad situation turned around. By analyzing the stories worth repeating you’ll get the emotional core of your branding/personality.

How To Reach C-Level Execs For IT Solutions?

eMarketing, Products, Services

We market a comprehensive IT outsourcing solution and as such am looking for a way to reach C-level execs. The rub is that in many instances the C-level people have little familiarity and thus a low comfort-level in making IT decisions.

We’ve had near zero success in targeting IT folks – as we apparently threaten their ego and even their jobs – and nearly every attempt ends in their sabotaging our efforts.

We’re working on focusing on our clients, trade shows and SEO. But in addition I’d like to focus on direct targeting through direct mail possibly as well as partnerships with other vendors who target the same market.

Any suggestions on how to go about this or alternatives would be greatly appreciated.

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Jay’s Answer: Based on looking at your website (www.isutility.com), your key benefit is saving money in IT expenditures. If so, your target market would be CFOs and/or comptroller. These people don’t care about the specific IT issues, they care about the bottom line and want to ensure that spending less doesn’t equal getting less. For these people, they need well-written case studies. One of your case studies that I looked at (Wexler Surgical Supplies) describes what you did, but not concrete ROI results. How big was the company (both in # of employees and annual revenue)? What were their expenditures before/after? What were their short- and long-term results?

You’re right you don’t want to target IT directly, since you’re threatening their jobs.

Don’t forget that you can also target government organizations, since their budgets are always stretched thin and their needs are similar to Fortune-500 companies.

Your existing website needs some updating of copy to be more professional and better target your market as well.

How Much Should I Charge For My Web Advertising?

eMarketing

I’m near launch of a subscription site and am now delving into what rate(s) to charge for advertising on the site . . . really know little about structure of that so any advice would be helpful.

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Jay’s Answer: An advertiser will care about how many unique visitors you get, where they come from, if they buy from you, their demographics, etc. The more information you have, the more valuable your visitors potentially are to advertisers. To get some of this information, you’ll need to install web analytics (such as: http://www.google.com/analytics/).

As for the value of an ad, it depends on how much you can show how targeted your visitors are and how willing they are to spend $ (and how much).

As for ad rates, here are some articles that you may find useful:

Tagline for a Green Business Network?

Names + Taglines

Here in Eugene, Oregon we’re starting a green business network: GreenLane. We need a tagline, and our various members have not come up with anything yet. Can you help?

We want to attract businesses who are either already making strides towards sustainability, or would like to move this direction. They would care about our network because there is nothing like this in Eugene, even though Oregon prides itself in being “green.” They would also care because we will market ourselves accordingly, to attract more business. Because they need help knowing how to become more sustainable, and we will offer resources to that end. Because they want to network with other green businesses to pass business, collaborate, and encourage one another. Because Lane County (which is where Eugene resides), and Oregon in general, will be working towards building greentech clusters that bring more and more business into the area, encourage sustainability, etc.
There are no other such networks in this area. The goal-to bring more business to ourselves and each other and to build sustainability in our region.

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Jay’s Answer: Try these on for size:

  • Better Choices For Your Home
  • Not Just A Business. A Green Business.
  • Excellence Assured. Naturally.
  • Businesses Aligned With Your Values.
  • Green Business. Not Just An Idea. Our Core Value.

Business With Passion: Scott von Eschen

Videos

Trailer:

Scott von Eschen spent his early youth in suburbs of Minneapolis and Chicago. His family’s move to Spain when he was eight years old sparked a lifelong love of international adventure and travel. Scott is a graduate of Dartmouth College where he majored in Geology, leading him to a two year stint as a geologist for a small oil company in Amarillo, TX. Scott returned to Dartmouth for his MBA and then embarked on a 9 year investment banking odyssey in New York, Tokyo and San Francisco where he specialized in mergers and acquisitions. In 1993, Scott acquired majority ownership in Adventures Cross-Country and became President/CEO.

Website: www.adventurescrosscountry.com
Email: svoneschen@adventurescrosscountry.com

Adventures Cross-Country
242 Redwood Highway
Mill Valley, CA 94941
(415) 332-5075 ext. 223

Business With Passion TV Show Logo

How To Do B2B Marketing Inexpensively?

eMarketing, Products, Services

Our small, B2B company is trying to ramp up its marketing, and we’ve given ourselves the challenge of making marketing headway for an entire month without hiring any outside services or incurring any outside costs at all, using our elbow grease alone. We’re open to both old media efforts and online footwork.

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Jay’s Answer: Before you try to make headway, spend time to figure out your strategy:

  • What market segment has been your largest customer?
  • Why have they been buying from you (and not your competitor)?
  • Who are your competitors now? (things may have changed)
  • What have your customers biggest feedback/complaints have been?

Once you’ve gotten clear on who you have been selling to, spend time to figure out (i.e., brainstorm) who else (i.e., other niches) would benefit from your offering. Notice that you might have to change the language of your marketing materials to appeal to them. [Cost $0]

Next, look at your website. Does it have analytics installed? If not, add it (Google Analytics is free). It’ll provide invaluable information about who’s visiting your site, what they’re looking for, how they found your site, etc. [Cost $0]. Once you have data, see what other pages you can add to your site to specifically appeal to the market niches you’ve identified (above).

Next, segment your customer list (CRM). Have you tracked who’s purchased from you, why, when, etc.? Segment your list based on purchase habits, region, industry, etc. This will allow you to make a more targeted e/mailing in the future, talking to the segment’s specific needs. This will result in a higher percentage of sales if you’ve done your homework. [Cost $0]

Get current in your industry. It might mean due dillegence on competitors, reading journals/blogs/books. Talk to customers (call your own, etc.) to learn what products/services they need (both before using your offering and after). Learn what they need. Become up-to-date about new technology, innovations, and problems. [Cost $0]

Write articles. If you have some new offerings, observations about the industry, case studies, or cautionary tales, write about it. Submit the articles to well-read journals in your field. Also place the articles on your website, mention it on appropriate blogs, and submit to article banks. [Cost $0]

The Adjective Of Your Marketing

Creative Business Ideas

Madrona Manor Dinner

Once you have identified your customer’s needs, you need to communicate your offering in language that inspires them to take action.

Both the restaurant and consumer paint industries know this very well.

Here’s some of the offerings from the restaurant at Madrona Manor:

Seared Hokkaido Scallops
Eggplant pur?©e, compressed zucchini, lardo, spicy basil

Liberty Farms Duck
Roasted breast and crisped confit, hazelnuts, summer beans, quinoa

Cart “a Glace”
Ice Cream Sundae, hand-churned tableside with minus 324 degree nitrogen, chocolate sauce, almonds, whipped cream, cherries on top

The key to their mouthwatering copy (for me, at least) is in their choice of adjectives: seared, Liberty Farms, compressed, roasted, crisped, and hand churned.

Studies have likewise shown that people prefer exotic names of colors, rather than the tried-and-true simple names (blue, light blue, sky blue, navy blue, etc.). For example, here are names from Dulux Paints: Japanese Maze, Caymen Lagoon, Sultan Spice, Mexican Mosaic, Peppermint Beach, Fragrant Cloud, Shangrila Silk, and African Adventure. It doesn’t matter that the names don’t convey the color group (red/blue/yellow). They are the names you see when you look at the can of paint or the color swatch and they sound so…exotic. And if you use an exotic named paint, you hope your life is now a little more exotic. (Do you think you know what names match the color? Play the Paint Game.)

So in your next marketing copy, take out the thesaurus to find juicy, emotional, and exotic adjectives that will inspire your prospects to take action (and separate yourself from your hum-drum competitors).