Best Advertising Strategy…

When I’m not binge watching Netflix or fueling my Sephora addiction, I make a living as a marketer. Absolutely love it too! But what I don’t love is when an executive (especially one who is not a marketer) has the not-so-bright idea that eliminating advertising will not impact results.

Um. No.

Now cutting back a bit can be fine, but totally cutting out promotions is bad for business. Especially if that business is yours. Unless your product or service is the total s–t, you need to promote. And that means spending time and money and having the right staff to do it.

After all, if you’re not willing to spend money to promote your product or service, how can you expect customers to spend their money to buy it? Think about it.

And roqberry drops the marketing mic.




11 Ways Marketers Can Use Videos on Instagram

Yesterday Instagram updated its app so users can upload videos to their streams. Users can upload videos up to 15 seconds in length, more than twice the length of Vine’s 6-second videos.

A great feature, sure. But to many marketers the question will be, “Now what am I going to do with this?

While it is clear that videos offer a great opportunity to showcase a company’s products or services, some marketers may be stumped for ideas.

Here are a few suggestions:

  • A symphony, ballet or other performance company can share rehearsal footage
  • Restaurant showcasing daily specials
  • Model wearing an outfit or showing jewelry for a retail store
  • Bloggers and authors can use video to promote new articles and drive traffic back to a website
  • Yoga teachers can demonstrate poses and proper form
  • Local farmers can use video to announce what produce they are bringing to an upcoming farmers market
  • Charities can use video testimonials to show how donations are making a difference
  • Animal shelters can share pets that are available for adoption
  • Trivia contest! Ask a question by video- first correct answer wins prize
  • Invite customer testimonials via video, using a designated hashtag to accompany submissions
  • Resort or spa can use video to show a POV perspective of a property’s peaceful surroundings
  • Will you be trying Instagram’s new video feature? What brands and companies do you think will do well with the video option? I’m excited to see how restaurants, hotels, and fashion retailers use video on Instagram. Share your thoughts in the comments below.

    How Sephora and Its Customers Benefit from Birthday Marketing

    My birthday is coming up in a week and as I celebrate another year I am looking forward to all the gifts I’ll receive. But not the gifts from family and friends- although those will be nice. I’m talking about the gifts that companies send to their loyal customers.

    I know I’m letting my marketing freak flag fly on this one, but I totally geek out when I hear about the efforts marketers take to help a customer celebrate the big day. One of my favorite birthday programs is from Sephora. They already have a great Beauty Insiders loyalty program, offering deluxe samples of cosmetics and skin care plus special Insider-only events.

    The birthday gifts have become something that Insiders look forward to every year. This year they are offering a duo gift pack from *Benefit* that contains miniatures of the top-selling mascara They’re Real! and the Watt’s Up! highlighter.

    Sephora’s birthday gift is great for several reasons. First, one doesn’t have to purchase anything to get it, so you can relish in the feeling of it being a “gift”. Second, it contains A-list products that have received great reviews and are top-sellers. No knock-offs or low-quality products. Third, when you give something a customer is excited about, they will share that experience with others, and that enthusiasm can bring in new shoppers. Finally, obviously the goal is to have repeat customers. So when they give away a high-quality sample, this increases the chance of the customer coming back to buy the full-size product.

    I am in love with Sephora’s Beauty Insider birthday program- both as a customer and as a marketer. What other birthday marketing programs do you enjoy?