Daniel Burstein

Value Proposition: Avoiding the curse of the ‘Why Bother Brand’

May 5th, 2016
Comments Off on Value Proposition: Avoiding the curse of the ‘Why Bother Brand’

Tidal. Yahoo Screen. “Speed 2: Cruise Control.” Your brand?

Some brands are so undifferentiated from other options, so derivative of competitors, the reaction they get from consumers is a shrug of the shoulders and an “Eh, why bother?”

Let me give you an example.

 

The “Why Bother Brand”

A burrito/Tex-Mex/Southwestern place recently opened in my neighborhood called Barberitos. I’d seen a few ads for it while flipping through local publications, and every time I did, I had the brief “Eh, why bother?” thought. After all, there were already enough perfectly fine burrito places, and this one didn’t seem any different. I always secretly thought about it as the perfect example of a “Why Bother Brand.” But just today, I got some data to back up my assertion …

Walker Ragland, Marketing Operations Specialist, MECLABS Institute (you may remember Walker from his social media test we wrote about in April), posted a Barberitos printout in our office and was boasting about just how good the food was there. That prompted Marketing Events Specialist Susan Warren to look it up on Yelp.

Out of 24 reviews, 15 compared Barberitos to a similar quick-serve restaurant, Moe’s Southwest Grill:

“It’s just like Moe’s Southwest Grill down to the T. The price is the same as Moe’s and so are all the food options (including the salsa bar).”

“Pretty much just seems like a dupe of Moe’s.”

“It’s very similar to Moe’s.”

“I thought it was an off brand Moe’s.”

Ah … so I wasn’t the only one who thought of Barberitos as a Why Bother Brand!

Read more…

Categories: Value Proposition Tags: , , , ,

Selena Blue

Email Marketing: 7 (more) testing opportunities to generate big wins on your next email test [Part 2]

May 2nd, 2016
Comments Off on Email Marketing: 7 (more) testing opportunities to generate big wins on your next email test [Part 2]

Does your email audience prefer short or long emails? How about images versus GIFs?

If you don’t know the answer to any of these questions, it’s OK. All you need is an A/B email test. 

Testing allows us to better understand our customers, and determine ways we can better engage them.

Last week, we detailed nine experiment ideas for you to try on your next campaign. If those weren’t your style, we have seven more for you — for a total of 16 testing opportunities.

Today, we’ll be reviewing opportunities in your body messaging, calls-to-action and design.

Email Body Messaging Testing

Testing Opportunity #10. Messaging tone

In this test, from the Web clinic, “Email Copywriting Clinic: Live, on-the-spot analysis of how to improve real-world email campaigns,” researchers used two treatments to increase total lead inquiries from visitors who abandoned the free trial sign-up process.

The first treatment was designed based on the hypothesis that visitors did not convert because the copy didn’t engage them enough, so it took a direct response tone. The second treatment was based on the hypothesis that visitors experience high levels of anxiety over potential high-pressure salespeople or spam phone calls. This treatment took a more “customer service”-oriented tone.

Read more…

Categories: Email Marketing Tags: , , , , , ,

Selena Blue

Email Marketing: 9 testing opportunities to generate big wins on your next email test [Part 1]

April 28th, 2016
Comments Off on Email Marketing: 9 testing opportunities to generate big wins on your next email test [Part 1]

Email is a great medium for testing. It’s low cost, and typically requires less resources than website testing. It’s also near the beginning of your funnel, where you can impact a large portion of your customer base.

Sometimes it can be hard to think of new testing strategies, so we’ve pulled from 20 years of research and testing to provide you with a launching pad of ideas to help create your next test.

In this post and next Monday’s, we’re going to review 16 testing opportunities you can test around seven email campaign elements.

To start you out, let’s look at nine opportunities that don’t even require you to change the copy in your next email.

 

Subject Line Testing

Testing Opportunity #1. The sequence of your message

Recipients of your email might give your subject line just a few words to draw them in, so the order of your message plays an important role.

In the MarketingExperiments Web clinic “The Power of the Properly Sequenced Subject Line: Improve email performance by using the right words, in the right order,” the team reviewed several tests that demonstrate the importance of thought sequence in your subject lines.

Try testing point-first messaging. Start with what the recipient will get from your message and the email.

Read more…

Categories: Email Marketing Tags: , , , , , ,

Daniel Burstein

Transparent Marketing: Research into social media marketing reveals surprising consumer discovery

April 25th, 2016

If you’ve read MarketingExperiments for any amount of time, you’ve seen how clarity trumps persuasion. Instead of trying to sell in marketing emails or on landing pages, help your customers clearly understand the value they will get from your conversion objective.

That’s why I was so surprised by some research I recently came across about sharing promotions on social media, a medium where selling is particularly frowned upon.

You can watch the interview with Dr. Lauri Baker, Assistant Professor in Agricultural Communications at Kansas State University and co-creator of the Center for Rural Enterprise Engagement, where we discuss this specific research along with other social media marketing tips. Below the video, I’ll give you my take on the subject.

 

Social media is a great channel for transparent marketing.

“There has been a lot of research done on transparency,” Dr. Baker told me. “Everybody wants to see that product from start to finish. They want to see that farmer aspect; they want to see that created in an authentic environment. A lot of that happens from just stories. Highlighting the people that are producing this food or this product, and show the places that it’s coming from. Those are the things that customers are really connecting with and wanting to see.”

Read more…

Categories: Analytics & Testing Tags: , , , ,

Andrea Johnson

Grow Digital Subscriptions with 4 Proven Insights

April 21st, 2016
Comments Off on Grow Digital Subscriptions with 4 Proven Insights

What drives people to sign up for digital subscriptions, especially when similar content can be easily obtain elsewhere for free? To answer this question, MECLABS Institute recently completed a survey of 900 U.S. consumers who spend at least three hours a week reading print or digital news content and earn at least $40,000 annually. Academic and industry experts were also interviewed as part of the research.

The full results are compiled in a MECLABS Executive Series report. However, we’re giving our readers a special high-level look at those results in this post and in this month’s MarketingExperiments 35-minute Web clinic replay, “Digital Subscriptions Boosted: Survey of 900 U.S. news consumers reveals four key insights to increase your subscriber base.” You can also watch an abbreviated, 10-minute interactive Research Brief.

 

Insight #1. Consumers sign up when they understand that a digital subscription will provide them a valuable experience that other products can’t match.

Consider an experiment conducted by a national newspaper. Treatment A focused on the value of subscribing to online news.

Treatment B focused on a discounted entry-level price. While value was mentioned on the landing page, the primary focus was the discount.

  Read more…

Categories: Digital Marketing Tags: , , , , , ,

Regina Love

Marketing Optimization: 4 steps to more efficient practices and processes

April 18th, 2016
Comments Off on Marketing Optimization: 4 steps to more efficient practices and processes

24 hours. That is all we have to accomplish the one million tasks on our daily agendas. Do you find yourself subconsciously running strategic tests to ensure that you are spending your time efficiently? Whether it is experimenting with alternative routes to work each day or using multiple programs to manage your inbox, task lists and projects, in the end, you want to make sure that you aren’t wasting a minute of your day on a tedious task.

Marketing optimization is the process of improving marketing efforts to maximize desired business outcomes. As an operations manager, part of my role is to improve and advance my team’s business processes to allow them the opportunity to spend quality time on the departments’ goals that will ultimately help benefit our audience.

Marketing optimization

When optimizing your marketing practices, the first thing you want to consider is the customer experience. If that part of the equation fails, it’s back to the drawing board even if that process works well for your team.

As marketers, the main challenge we face is making the time to define successful practices. Instead, teams tend to simply follow processes as they have always been done. We need to forget the short-term excuse of not having enough time and make time to start thinking about the future.

To optimize your own marketing processes, follow these four simple steps.

Read more…

Categories: Analytics & Testing, Marketing Insights Tags: , , ,