Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


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A4U Awards 2011 – Winner of Best New Entrant

The A4U Awards were on the other night, hosted by comedian Rufus Hound.  For those of you not aware of A4U Awards, the annual event attracts the good and great from affiliate marketing and acts as a kind of whose who inthe industry.  Sadly I couldn’t make this year’s event (yes I was invited) due to illness.

There were some great winners at the event including our own network partners Affiliate Window, who did really well, as they always do.  It was a special event this year as the efforts of myself, AW and my team were recognised as “Best New Entrant” this year.  This was largely down to the great numbers we achieved, the strong relationships we built with key affiliates and the huge share of our sector that we captured almost over night.

This award comes off the back of the other recongition we received recently when we were voted fifth in the Top 100 UK Social Media brands #sb100 .  This award and recognition are great honours that recognise the amazing efforts and success we have experienced as an Online Marketing team at Best Buy in the UK.

I would like to thank the team at A4U Awards and the panel for the award.  Of course big thank to AW and the internal team in makign our programme such a success. If the guys at A4U are reading this, please let me win one next year, I promise I will be there to collect it 🙂


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New Series of The Apprentice Starts Tuesday

Whilst writing about the new series of The Apprentice is hardly a normal topic for a Marketing blog, I make no apology for it.  For me The Apprentice is up there with the top programmes on TV.  Both from a creative point of view and the way they have made people understand that a career in commercial organisations need not be boring.

My main hope for this series of The Apprentice is that they have selected candidates that want to be on the show for business reasons, not to try to catapault themselves in to a mini-celebrity.  The likes of Saira Kahn, Ruth Badger and more recently Kate Walsh have been good candidates but seemingly as intent on celeb status than a job with Lord Sugar.

The challenges provide great tests of the candidates talent and commercial acumen, although they quite often focus a lot on sales.  The characters are often so far out in terms of how exagerated they become to achieve stand-out for the crowd, some end up becoming parodies of themselves.

People in my network of friends have often said I should enter The Apprentice as they believe I could do well.  Frankly I don’t think I could put up with some of the candidates and how they behave, so its probably best I stay away.

Anyway, the show starts on BBC 1, Tuesday at 9pm and the candidates have already been unveiled.  We have people from all walks of life including the usual suspects from Sales and Marketing Backgrounds. I for one will be glued to my set to see how the candidates shape up and will expect the losing project manager to go in the first episode.

One element of sadness is that Margaret left the team.  That isn’t a negative around Ms Brady (Peschosolidio), more an endorsement for Margaret.  You could tell both her and Nick had an honest working relationship with Lord Sugar and none of it was forced.  With Karen because she was added to the show it fills a little more ‘done for TV’.

That being said, I can’t wait to hear Lord Sugar say for the first time, You’re Fired!

Oh one other slight negative, I really don’t like the after show half as much now Adrian Chiles has left.


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Social Brands 100 – #sb100

Some time ago I was informed that Best Buy had been nominated to appear in the Social Brands 100 list for our social media efforts in the UK. This was a great honour as the nominations had been sourced from the public.  I personally feel this is a good endorsement for all the hard work myself and the team have put in to make the impact we have had as a new brand.  Special shout has to go to my Social Media Manager, Graeme Cole who is busy on a well earned sabbatical at the moment touring the southern hemisphere. He is back soon.

To find out a couple of weeks ago that we finished fifth was massive for us.  To beat the likes of ASOS and Zappos is a great feeling.  In addition to being the only player in our sector to feature in the Top 100 is a great achievement.

So why have we been placed so highly? For the official answers and scoring criteria see the #sb100 report here.  From a personal perspective I feel we have tried to cover all the basis within social media.

1 On-site

We have created a core community platform that provides forums for customers and/or general visitors to talk about tech or general tech and entertainment related subjects.  In addition we are very transparent with customer service questions and requests for expertise. We rarely moderate and try to do so on a fair basis.

We also have an active blog base which covers, tech, entertainment and updates from Best Buy. I have personally covered the likes of Gadget Show Live and interviewed Suzi Perry and Ortis Deley.  Other great content includes coverage from the Brits and BAFTA ceremonies.

2 Reviews

Reviews come from both the well known aggregator Reevoo but also our own panel of TechXperts. These guys review the latest kit from Energy Monitors to the latest 3D TV.  The platform is also open for members of the public to upload their own video.

3. Social Platforms

We are active on all the major platforms, Facebook, Twitter and YouTube.  On each of the platforms we tailor the activity to suit the audience.  However we often run competitions, upload photos from events and provide updates and offers for our base.  Perhaps most importantly we encourage customers to ask questions and if need be, give us feedback, no matter how difficult it may be.  We always try to respond quickly and as thoroughly as we can.  We also do it from a personal perspective rather than as a company.

4. Social Commerce

In addition, as reported in NMA we also have a Facebook store, which allows our fan base to check prices, look at the latest kit all from Facebook.

This is just the start for Best Buy in the UK.  We have driven this growth organically without any advertising or promotion to speak of.  We also have a couple more ideas up our sleeves that could help customers engage with us further so watch this space.

Would love to hear what you think of what we have done so far and of course any ideas for the future.  Also, do you think we deserved the lofty position?

Just a final point, I would personally like to thank anybody that nominated us and thank the guys Headstream and the panel for their views and feedback.  Now we just need to aim for higher next time!


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Internet Impact on Music

The trend of music being owned via the traditional model of labels dictating play has been under threat for some time.  This has been moved when Napster was first formed as an illegal file (music) share service, all the way through to the massive business of digital music on the likes of iTunes and to a lesser degree the legal Napster.

The model for established artists doesn’t end there, with internet radio stations shooting up and the likes of Spotify meaning more channels are now open for signed artists, even if it is less traditional.  Some of the traditional artists have suffered but others have grown their fan base as a result.

The likes of YouTube have presented both opportunities and threats to artists and now the commercial models are more established, YouTube provide a huge reach for music videos, bigger than any TV station.  YouTube still needs to work on protecting copyright if it is to become a channel of choice and one where only official videos are rated and viewed.

MySpace is also a well established channel for music.  However many users have moved away from the platform due to its overtly commercial nature.  One of the most well-known early cases of a UK act making it via the Internet has to be the rise of the Arctic Monkeys. They were one of the first to make it big due their profile on MySpace and the active promotion they took off that base.  Culminating in hit albums, tours and awards, including being recognised by the coveted Mercury Music Award.

All of this is a lovely background, but what does this mean for the industry at large?

There are two main shifts, one being the major labels are losing some of the control over their artists.  Due to the higher number of avenues open to artists, they can also utilise more routes to market.  A number of newer acts are actually starting to push their music via social channels rather than performing all over the pubs and clubs hoping to get noticed.

For me the acts that embrace the channels in their true way, stand a great chance of getting out there.  If the acts engage with their fans, followers or friends then they will get a massive following. Facebook the acts should share pics, videos and updates.  They should also respond to comments.  On Twitter the acts should Retweet (just not too much) they should also message their followers when asked a question, Professor Green does this well.  This will provide a massively loyal following.

On any channel, You Tube included, the acts should supply something unique, maybe snippets of forthcoming tracks or accoustic versions.  One of the acts that has done this successfully at present is Duchess, an up and coming girl band.

For the marketeers in this area there are great options. Targeting is very easy. With Facebook for instance you can target fans or potential fans on geo-demographic factors but more interestingly on what they like.  This is a great option in terms of picking people with interests in your genre or looking at people who like similar or rival acts.  Twitter is moving along these lines as well with the introduction of sponsored trends, tweets and profiles.

Sites such as LinkedIn allow people in the industry to connect to others, bringing managers, agents together with record industry people.  It also allows bands to secure contacts with corporates and gain input in to areas such as styling, image and coverage.


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I’m Back!!!

Well this isn’t a quote from a film.  Its to announce I am trying to get back in to my blogging.  Haven’t done it for some time and feel that I have neglected my regular readers.

So first and foremost, apologies for that.

What have I been up to.  Well the main reason for the lack of blog posts is the day job.  Hopefully it won’t have escaped your attention but we have now successfully launched the Best Buy website and of course all the marketing that goes with it.  How has it gone? Well obviously I won’t be revealing any commercials here, but overall the launch and our first peak went well.  We have certainly made a dent on the sector and helped ourself to a fair share.

We have managed to combine social media and acquisition marketing to drive business and traffic to a national website with low brand awareness.  Not a mean achievement.

Anyway enough of this, I have a post in draft which I hope to put live soon.

Take care and feel free to read any previous posts and leave feedback or comments.


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Celebrity Tweeters

Celeb Tweeters

So based on a sample size of one (namely me) I thought I would produce a list of the celeb Tweeters that engage with a normal run of the mill member of the public like little old me.  Whilst I won’t vouch for the A-list calibre of the list, I will say they have all been or will be in the public eye.

Criteria for inclusion is simple.  A public figure must have Mentioned me (@mrrichclark) in a Tweet, followed me or DMed me – simple.  This list isn’t a popularity contest or self-promotion merely a little bit of fun.

Jason Manford –comedian and One Show presenter

 

 

Chantelle Houghton – Winner of Big Brother and Ultimate Big Brother finalist (account seems to have changed now)

Davina McCall – Big Brother host, hair dye enthusiast and annual fitness DVD lady

 

 

Suzi Perry – Gadget Show Presenter and Moto GP fanatic

Paddy McGuiness – legendary Bolton comedian andnow presenter of Take Me Out

Ortis Deley – Gadget Show presenter and former children’s TV presenter

 

 

Yoko Ono –the lady needs no introduction

Dawn Porter – general quirky TV presenter

Sarah Cawood – TV presenter, now on BBC’s flagship film show

Carol Vorderman –ridiculously intelligent TV presenter of Countdown fame

 

 

Michelle Dewberry – Winner of Alan Sugar’s The Apprentice

Angellica Bell – Former Children’s BBC presenter

Duchess – upcoming Girl Band

Mark Charnock – Marlon from hit soap Emmerdale

Bianca Gascoigne – Daughter of football legend Gazza, DJ and model

Rio Ferdinand – Manchester United and England defender

Reggie Yates – TV and Radio Presenter

 

 

 

3AM Girls – Infamous Gossip Columnists

Rob Brydon – Comedian and Writer

Matthew Cooke – BBC voice over

The Bratt – Rapper

Reese Williams – Emmerdale Actress

Jodie Prenger – Singer in musicals and TV personality

BlakTwang – Hip Hop star

Richard Clarke -Presenter on Capital FM

Jodie Marsh – Model

Andrea McLean – TV Presenter

Charlotte Hawkins – Sky News Sunrise Presenter

Aisleyne Horgan – Big Brother Contestant

Lucy Jones – Sony nominated Radio Presenter

Jen McGinlay – Radio Presenter

Richard Bacon – TV and Radio Presenter

 

 

 

 

Iain Lee – Comedian

Natalie Pinkham – Presenter


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Location, Location, Location

This isn’t a post as a homage to Phil Spencer and Kirstie Allsopp’s property show but more a view on one of the latest developments in online, location based Marketing.

From the rise of geo-targetting on Google. To the regional Tweets on Twitter to probably the fastest emerging elements, Facebook Places and of course FourSquare.  So some commentators question the long-term validity of these mediums as marketing channels. Others distrust the security. Some  however see these emerging channels as unique methods to undertake targetted activity of a stellar level.

In terms of geographical targeted advertising some channels are better than others.  The likes of Google has constantly refined and improved its offer in its core PPC offer but also with the introduction of LBC and within their display (content) network.  Facebook has placed substantial emphasis on developing its advertising platform and using the API there are numerous sophisticated targeting opportunities, not least geo-targetting.  Others, at present, are a lot less sophisticated. Twitter’s advertising platform(currently in its infancy)  is currently only open to a global audience, ensuring no matter how great your promotional message is, at present if your business is domiciled within a particular country, you will suffer unavoidable waste.  If Twitter’s ad platform is in its infancy then, others such as Foursquare, are at best babies or even yet to be conceived.

However, the paid for advertising component is only one thread we need to investigate.  The beauty of social media and the emerging opportunities are the organic methods of targetting.  These organic components are released by the channel owners and brands are actively encouraged to develop or promote on them, as long as it add value to the user base.  Twitter has a great site for developers and like Facebook they understand the benefit the developer community provides to their offer.  So enough of my ramble, what geo-targeting, geo-tagging, location based tools are out there at the moment?

Google Places

Formerly known as Google LBC (Local Business Centre) takes advantage of Googles open API on its map solution.  As a business owner you can simply upload your business with its address and pin it up to Google maps.  This is great, if like most people, your customers search for your locations on Google Maps.  It can also integrate with your PPC.  Great hygeine factor to include, but reliant on people knowing you already.

Google Geo-Targeted PPC

Google has moved a great distance in terms of its geo-targeting for PPC. Its relatively sophisticated PPC engine now allows you to target people in postcodes, towns or areas.  The best part of the latest enhancements is the fact that you can define a bespoke area by placing points on a map.

Facebook Places

Facebook Places is still at the beginning of its journey in the UK.  Whilst no advertising opportunities exist, plenty of organic opportunities are available to companies.  However your brand is much more likely to get referenced if you have a loyal following on Facebook.

FourSquare

This is one of the latest most talked about social applications. Very bascially it is a tool to ping people where you are at the moment, started out as used for places to eat but has quickly spread.  Not really sure it offers much differentiation from Facebook places, but it already has a decent level of uptake.

Twitter

Its only a matter of time before the sponsored elements of Twitter go regionalised.  The fact you can add a location to your tweets means it will go that way.  Then it is obvious targeting will become easier on the platform. At the moment, it is lagging a little behind the others.

What can you do?

So the question for marketeers has to be what can we use these tools for? Aside from the obvious distributing very regional messages, which is obviously of benefit there are other options.  You could make the use of these tools by your customers feel a little viral, offering incentives to them for becoming Mayor or first to mark your location a given number of times. 

You can also mark local events or openings via these mediums and minimise wastage on your promotions.

If you can operate social commerce, these mechanisms in the long-run could provide great opportunities for regional promotions, special events or even the selling of display or open-box items.  You could limit who the messages and promotions are distributed to.  This will not only minimise wastage and provide efficiencies on your effort, but it will reduce the likelihood of poor customer experience, when users from out of district see your promotion.

You should also reaserch the areas properly, there could be simple areas to target within established social media presences.  Think local student unions, Chamber of Commerce and Sports Clubs. These are users bought in to social and their particular interest. If you can get coverage with these communities, you are likely to succeed.

Remember these mediums allow you to provide ultra targeted (based on location) communications. However, remember you have to have a reason to be present. This can be slightly different if you are using the newer advertising based modules.