Timing the marketing

Emailing responsibly (with purpose)

I'm torn by the necessity of sending regular contact to customers and the desire to wait until I have something important to say. IStock_000020000438XSmallIt's a natural tension, and one I just have to confront on a monthly basis. If I haven't found something to email about at the end of the month, then I have to give up and email something anyway. 

"I still care about you" is the message I'm trying to convey.

Code School blog: Forget About Clicks, Design Emails With Purpose, 2015-May-15 by Corey Rabazinski

Here at Code School, we spend a lot of time thinking about, designing, and analyzing our emails. They’re not only a great way for us to communicate with the Code School community, but they’re also some of the most viewed “pages” under the Code School brand. In April alone, 4 of our emails were opened by over 200,000 people. Over that same time, only 2 of the pages on our site were seen by that many unique users.

But with great power comes great responsibility — we understand and respect that the inbox is not something to be abused. 


An idea that spurs creativity: give your customers their data

What if every company would share back your data as a normal part of customer service?

I work for a company that would find it very challenging, not because we wouldn't like to, but because it would be expensive to create the system to provide it. When I was collecting art, I really wanted my art dealer to help me keep track of all my purchases, but she couldn't afford to do it, partly because I was the only customer who was interested. 

Tq130620scHelping people collect data about themselves, in a useable format, is quickly becoming an industry trend. How can you and your company help?

Bryan Pearson: Data Sharing, 2013-Jun-10

Such forward-thinking initiatives, wherein the consumer is seen as a collaborator and not merely a source of insights, will be required for the data-science industry to grow prosperously. If we operate with uneven philosophies, wherein only some organizations invite consumers to review their information for the purposes of better interactions, then those that choose the non-communal approach will likely get shut out.


TFS: Attention to Effort

According to Daniel Kahneman in Thinking Fast and Slow, the two systems in our brain share the use of our attention, Tq130714thbut are polar opposites when it comes to using effort. Using System 2 means more than slowing down, it means 'thinking harder.' Kahneman describes System 2 as lazy, which means it has to be kicked into action. I find it easier to think of System 2 as determined to conserve energy. The more you pressure System 2, the more you drain yourself, and one of the most exhausting things is to try and make slow thinking go faster. One of the best ways to avoid the drain is to apply your talents and skills, and to avoid multitasking. 

One of Kahneman's most amusing points is that System 2 sees itself as the hero of the story and never gives the fast-thinking System 1 any credit. And that's too bad because System 1 is the source of integration and insight. First, work your System 2 to dig up the missing facts then let things simmer for awhile. When everything things comes together you'll experience what Bill Duggan calls "strategic intuition" flashing out of System 1. 


Google in the morning, LinkedIn in the evening, Pinterest after supper time

Twitter after lunch and Facebook all afternoon... 

That's not entirely true, but it's fun to write. Tq121126dcFor most of us, just getting the message out is nothing short of a miracle, but there are better and worse times to post. Of course, the best approach is to observe your own target audience, but the Mediabistro sister publication Social Times is following the frenetic trendshifts. Social Times takes a light-hearted view of the business and has recently been added to my newsfeed.

B2B Marketing Insight Blog: Best Times of Day to Post Content on Social Media Profiles, 2012-Oct-9 by Andrew Bates

Recently Social Times shared Social Caffeine's infographic, "The Best and Worst Times to Post on Social Networks" with data from many sources including Mashable.


Locate your audience before you ask for their attention

As a target audience, we should generally welcome the ability of marketers to limit their messages to us, based on our location. Until they abuse the privilege...  Tq-120910-dm

FutureLab: The Attention Economy is Now the Location Economy, 2012-Aug-30, by Dominic Basulto

Now that smart phones are ubiquitous these days, with people carrying them around 24/7, it changes the economics of the Internet. What does every app ask for these days once you open it up? That's right - they request permission to use your current location. They don't even care if the app is running ambiently in the background, as long as they get your latitude and longitude. That alone should convince you that Location is more important than Attention.

As a result, we’ll start to see radically new types of companies that are built on the basis of Location rather than Attention. Take, for example, Badoo, the fastest-growing social networking service in the world. ... Badoo asks for your location and finds people around you - right now - that you might want to meet. Or, think of how brick-and-mortar retailers are experimenting with apps like ShopKick that only activate when your location has been detected inside a store. ... Or, take for example, the controversial new political app from the Obama campaign. ...the Obama team can use a mobile app to identify the location of potential supporters


Art car parade: vehicle for meaning #li

For a long time now, my favorite seasonal event has been the Art Car Parade in Houston.  I must have seen it for the first time in 1989, its first big success. I haven't made it to every parade, but I've become friends with one of the artists, Susan Venus, pictured below.

This year I took more pictures than I can process, which is really disappointing. Here's what I've done so far: http://www.flickr.com/photos/theresa_qviews/sets/72157629716707920/.

7182824560_9609a6a0ba

 

When I look at my Art Car pictures, I'm looking for the stories of the people and their cars. Art cars are as much inventions as art works. When you drive the car, you are putting out this story about yourself. I'm thinking about commissioning one from one of my favorite artists. I have an old van and I'd love to take my friends in the van in the parade. I wonder what that says about me?

 


Follow the Story of a retail chameleon #li

At the GEL Conference one year, I took a NYC retail tour with Rachel Shechtman. Retail innovation is alive and well, even with high-priced real estate. Of course, New Yorkers love to shop. It's more integrated into life there. 

Now Rachel and her friends have a fascinating new retail adventure named Story. They intend to completely remake the shop every couple of months. I'm so jealous I could scream. 

Story: A Startup Store

Born from late nights, big dreams, and lots of coffee.  A mix of young New York-based companies present their stories, forged from innovation and crafted in fun.