Now that Memorial Day has come and gone, we've officially entered the season of Brides, Dads, and Grads. And you know what that means -- a summer full of planning parties and giving gifts! Whether you are in the travel industry, or you sell household items through your online store, or you offer catering services, there's a great opportunity for everyone to gain new customers this summer.
Right around this time last year, we shared some ways to make the most out of summer gift-giving. Take a look at these extensive suggestions for ideas on how you can reach gift-givers and party planners this summer.
You may also want to check out demographic bidding when you set up your summer gift-giving and party planning campaigns. Demographic bidding is a way to help your ad reach audiences of a certain age or gender. For example, if you want your ads to be seen by young brides-to-be who might be planning a honeymoon, you could target women aged 25-35. Learn more about how demographic bidding can help you reach new customers.
We hope you'll enjoy these tips -- happy start-of-summer!
Wednesday, May 28, 2008
Tuesday, May 27, 2008
CAVE People
If you have been living in a CAVE you don’t know who Hanna Montana is, how she’s related to Miley Cyrus and what the Disney Channel has to do with all of it. You probably haven’t opened a checking account online, read a blog, or landed a HUGE account without taking the new client golfing.
I was talking with a colleague the other day and he was filling me in on the incredible marketing conference his company hosted for the eleventh consecutive year. The final session of the conference featured a presentation by Brian Grubb of the Ritz-Carlton Leadership Center. In his presentation, Mr. Grubb introduced the CAVE people, and in my humble opinion (I was going to write IMHO until it occurred to me that I have a job because not everyone understands that yet) these are the most dangerous group of people. CAVE people are to us marketers what Lord Voldemort is to Harry Potter, Kryptonite is to Superman and Jessica Simpson is to the Dallas Cowboys.
Are you wondering what a CAVE person is and why the letters are in all caps? C.A.V.E. people are those people who are Consistently Against Virtually Everything. Do you know any? Think harder. I have never stepped foot in a bank that didn’t employ at least one CAVE dweller. So how do you overcome that? Simple. Here are three ways to help the dark dweller overcome their fear of the light:
1. Get him/her involved. If you have a marketing team in place (the kind that consists of leaders from each department) make him/her the leader of the team. Help them develop ideas, implement a few of them and make sure that he/she is recognized PUBLICALLY for their outstanding participation and idea generation.
2. Try to understand why they hate the world. Do they subscribe to the theory of “if it isn’t broken, don’t try and fix it?” Or perhaps they have been around the block a time or two and believe there is no other way to do things. Try to learn what makes them tick and why they don’t want to try new things.
3. Embrace those things you cannot change, rise above, and move forward. Sometimes gently carving your path rather than blazing the trail will lay the footwork for others to follow your lead. Accept differing opinions—never dismiss them.
As you find creative ways to deal with your CAVE people, remember that while they may be against everything, they probably stand for something. Learn more about their passion and try to appreciate it…it will probably provide great insight into their negativity. You know, mutual respect while working with others goes a long way in many different aspects of the day-to-day work.
Here's to seeing the light!
Jenna
I was talking with a colleague the other day and he was filling me in on the incredible marketing conference his company hosted for the eleventh consecutive year. The final session of the conference featured a presentation by Brian Grubb of the Ritz-Carlton Leadership Center. In his presentation, Mr. Grubb introduced the CAVE people, and in my humble opinion (I was going to write IMHO until it occurred to me that I have a job because not everyone understands that yet) these are the most dangerous group of people. CAVE people are to us marketers what Lord Voldemort is to Harry Potter, Kryptonite is to Superman and Jessica Simpson is to the Dallas Cowboys.
Are you wondering what a CAVE person is and why the letters are in all caps? C.A.V.E. people are those people who are Consistently Against Virtually Everything. Do you know any? Think harder. I have never stepped foot in a bank that didn’t employ at least one CAVE dweller. So how do you overcome that? Simple. Here are three ways to help the dark dweller overcome their fear of the light:
1. Get him/her involved. If you have a marketing team in place (the kind that consists of leaders from each department) make him/her the leader of the team. Help them develop ideas, implement a few of them and make sure that he/she is recognized PUBLICALLY for their outstanding participation and idea generation.
2. Try to understand why they hate the world. Do they subscribe to the theory of “if it isn’t broken, don’t try and fix it?” Or perhaps they have been around the block a time or two and believe there is no other way to do things. Try to learn what makes them tick and why they don’t want to try new things.
3. Embrace those things you cannot change, rise above, and move forward. Sometimes gently carving your path rather than blazing the trail will lay the footwork for others to follow your lead. Accept differing opinions—never dismiss them.
As you find creative ways to deal with your CAVE people, remember that while they may be against everything, they probably stand for something. Learn more about their passion and try to appreciate it…it will probably provide great insight into their negativity. You know, mutual respect while working with others goes a long way in many different aspects of the day-to-day work.
Here's to seeing the light!
Jenna
Thursday, May 22, 2008
More partner site examples from the Google content network
Our advertisers have often asked: 'What kinds of web sites make up the Google content network?'
To help answer this question, we just re-launched the Partners page on the Google content network microsite to include a more comprehensive set of examples of where your ads can appear. After all, the content network is comprised of hundreds of thousands of web sites, from information and news sites like About.com and the New York Times, to blogs like Ask the Builder. And while it's not possible to individually name all the sites in the content network, the revamped Partners page is meant to better demonstrate the variety of sites available. Below are some features of the new Partners page:
(Click on the image for a full size version)
To help answer this question, we just re-launched the Partners page on the Google content network microsite to include a more comprehensive set of examples of where your ads can appear. After all, the content network is comprised of hundreds of thousands of web sites, from information and news sites like About.com and the New York Times, to blogs like Ask the Builder. And while it's not possible to individually name all the sites in the content network, the revamped Partners page is meant to better demonstrate the variety of sites available. Below are some features of the new Partners page:
- Sites are organized by category. This will help you browse sites by categories that represent your target audience, such as Finance, News, Entertainment, Technology, etc. For example, if you sell herbal teas, you might browse through the Health & Fitness or Home & Garden categories to see examples of related sites. Or, if your target demographic is female, you can try the Women's Interest category.
- Once you find a site that's relevant to your product or service, you can use placement targeting to target your ads to that site directly. We recommend you use the Placement Tool to determine whether a specific site is available for targeting, and to identify other relevant placements to target. Further, if your campaign is already running on the content network, you can see the sites where your ad has appeared by running a Placement performance report.
- For those of you targeting users in other countries, a drop-down menu lets you browse partner sites in countries in Europe, Asia, and Latin America.
(Click on the image for a full size version)So while the simple question "Where will my ads appear?" may not be the simplest to answer, we hope the new Partners page will help you better understand the variety of sites available to you to help you meet your advertising objectives on the content network.
Posted by Emel Mutlu, Inside AdWords crew
Posted by Emel Mutlu, Inside AdWords crew
Wednesday, May 21, 2008
Google Analytics training in NYC
Lunametrics is a Google Analytics Authorized Consultant led by Robbin Steif, one of the board members of the Web Analytics Association. She and her team are leading a day of training called "Getting Ahead with Google Analytics" in New York City, June 4 at the Harvard Club - see the agenda or register here.
This is going to be a fun and informative training if I know Robbin (which I do) geared towards the online marketer, analyst or webmaster. Her team will touch on how to set up Google Analytics, and then take a practical deep dive where you'll learn how to get insight from all the data within Google Analytics, as well as how to optimize your online marketing and how to test and create a testing culture. They're offering some breakout sessions and different tracks so you can learn the stuff that's most valuable to you. Take a look at the topics that will be covered:
This is going to be a fun and informative training if I know Robbin (which I do) geared towards the online marketer, analyst or webmaster. Her team will touch on how to set up Google Analytics, and then take a practical deep dive where you'll learn how to get insight from all the data within Google Analytics, as well as how to optimize your online marketing and how to test and create a testing culture. They're offering some breakout sessions and different tracks so you can learn the stuff that's most valuable to you. Take a look at the topics that will be covered:
- How to get actionable data out of your analytics
- How to use your analytics to understand where your users are having trouble
- Which little-used but valuable features of Google Analytics will shine light on special opportunities
- How to decrease your AdWords spend (and increase your conversions)
- How to use Google Website Optimizer to increase your conversion rate
- How to get everyone in the company to love their data
- How to set up profiles, filters, goals, cross-domain tracking and user defined variables.
Monday, May 19, 2008
Analytics Seminars for Success coming to Boston, Orlando and Chicago
Seminars for Success are day-long seminars designed to help you improve your online marketing and get the most out of Google Analytics (separately offered for AdWords as well). We've selected industry professionals from our Google Analytics Authorized Consultant network to teach these seminars in cities around the U.S.
You can take an introductory seminar or an advanced seminar or both. They are being offered consecutive days for your convenience.
Boston
- Introduction and User Training Seminar, May 26
- Advanced Technical Implementation Seminar, May 27
Chicago
- Introduction and User Training Seminar, June 2
- Advanced Technical Implementation Seminar, June 3
Orlando
- Introduction and User Training Seminar, June 24
- Advanced Technical Implementation Seminar, June 25
You can take an introductory seminar or an advanced seminar or both. They are being offered consecutive days for your convenience.
- The "Introduction and User Training" course is designed to provide high level overview of Google Analytics and will cover key features and reports. It's perfect for a marketer or account manager who is interested in learning more about how Google Analytics works and who wants to understand how to use the information in reports to make decisions about online marketing, website traffic analysis, and website optimization.
- The "Advanced and Technical Implementation" course is for those who need hands on implementation training. You'll learn how to install Google Analytics on your site, whether you're running an e-commerce store, tracking branding, rich internet applications, leads generation, or more. You'll learn how to optimally set up Google Analytics to get the types of information that you need.
Boston
- Introduction and User Training Seminar, May 26
- Advanced Technical Implementation Seminar, May 27
Chicago
- Introduction and User Training Seminar, June 2
- Advanced Technical Implementation Seminar, June 3
Orlando
- Introduction and User Training Seminar, June 24
- Advanced Technical Implementation Seminar, June 25
Another American Idol Blog?
So what does the mot popular television show in recent history have in common with banking…A LOT! I am going to make some generalizations that are backed up by fact.The objective of American Idol is to find the next Top-40 superstar that can rival Beyonce, Matchbox 20 and Miley Cyrus. I am not sure about you, but my baby boomer parents wouldn’t know who Miley Cyrus was even if I called her Hanna Montana (OK, bad example…they haven’t been hiding under a rock for the past year, but you get the point.). It is safe to assume that the target audience for American Idol are teens, tweens, gen Y and maybe a few young Xers.
Demographically speaking, American Idol is drawing viewers significantly outside their target audience. The Neilson Television Ratings were released a couple of weeks ago and here’s we’ve learned…
According to The Nielsen Company, 29% of the audience (audiences average more than 30 million viewers each week) is between the ages of 35 and 49. This is the single largest group of viewers.
How does this relate to banking, you ask? I’ll make this easy…just because you INTENDED to appeal to a specific audience doesn’t mean that you won’t experience GREAT success with a different group incidentally. American Idol is setting viewership records left and right. Hopefully the executives at the record labels are learning to be prepared to cut records that reflect the buying behaviors (or listening behaviors) of those who cast their votes for the next Idol…keeping in mind that that they are not necessarily those you intended on appealing to.
What I am trying to say is that if you have an amazing promotion that is aimed to get lots of stable, reliable deposits (probably from those that have been in the workforce for 10-15 years), be prepared to attract smart Generation Y kiddos who have a good college job and want to open an interest bearing checking account. They are a smart, savvy and very thrifty group those GenYers!
So maybe it’s a bit of a stretch…but it’s important that you think about it. They may not be your target market but they are your inevitable market. As bankers, we need to think differently about the way we do things. What we did 10 years ago that attracted the savvy generation X will not work for this new group. Their expectations are higher, their reliance on technology to accomplish most tasks is unprecedented and they have grown up in a world where it is easy to jump a fence if the grass is greener on the other side.
I suggest your start watering your lawn.
Happy Monday!
Jenna
Demographically speaking, American Idol is drawing viewers significantly outside their target audience. The Neilson Television Ratings were released a couple of weeks ago and here’s we’ve learned…
According to The Nielsen Company, 29% of the audience (audiences average more than 30 million viewers each week) is between the ages of 35 and 49. This is the single largest group of viewers.
How does this relate to banking, you ask? I’ll make this easy…just because you INTENDED to appeal to a specific audience doesn’t mean that you won’t experience GREAT success with a different group incidentally. American Idol is setting viewership records left and right. Hopefully the executives at the record labels are learning to be prepared to cut records that reflect the buying behaviors (or listening behaviors) of those who cast their votes for the next Idol…keeping in mind that that they are not necessarily those you intended on appealing to.
What I am trying to say is that if you have an amazing promotion that is aimed to get lots of stable, reliable deposits (probably from those that have been in the workforce for 10-15 years), be prepared to attract smart Generation Y kiddos who have a good college job and want to open an interest bearing checking account. They are a smart, savvy and very thrifty group those GenYers!
So maybe it’s a bit of a stretch…but it’s important that you think about it. They may not be your target market but they are your inevitable market. As bankers, we need to think differently about the way we do things. What we did 10 years ago that attracted the savvy generation X will not work for this new group. Their expectations are higher, their reliance on technology to accomplish most tasks is unprecedented and they have grown up in a world where it is easy to jump a fence if the grass is greener on the other side.
I suggest your start watering your lawn.
Happy Monday!
Jenna
Thursday, May 15, 2008
Introducing the Google Marketer's Playbook
Are you interested in reaching your target audience through offline advertising, while also driving online searches and boosting ROI? If so, you can get help from experts at the Google Marketer's Playbook talks at upcoming ad:tech digital marketing conferences.
The Google Marketer's Playbook is a new series of educational talks where our experts discuss strategies for making the most of AdWords and other Google products helpful to advertisers such as Google Analytics and YouTube. Topics include optimization strategy, measurement and tracking, and increasing reach.
These sessions will be held at the 2008 ad:tech Miami, Chicago, and New York shows starting June 3rd and are open to all exhibit hall pass holders. To obtain a free exhibit hall pass to the event of your choice, visit www.ad-tech.com and click on the 'register' link next to the show you will be attending. Following the talks, attendees will be able to participate in the live Q&A sessions with the experts.
The Google Marketer's Playbook at ad:tech San Francisco has already passed, but you can watch recordings of the sessions in this YouTube playlist. These videos are also live on the Google Business Channel which contains even more presentations and webinars about Google's business products and advertising solutions.
The Google Marketer's Playbook is a new series of educational talks where our experts discuss strategies for making the most of AdWords and other Google products helpful to advertisers such as Google Analytics and YouTube. Topics include optimization strategy, measurement and tracking, and increasing reach.
These sessions will be held at the 2008 ad:tech Miami, Chicago, and New York shows starting June 3rd and are open to all exhibit hall pass holders. To obtain a free exhibit hall pass to the event of your choice, visit www.ad-tech.com and click on the 'register' link next to the show you will be attending. Following the talks, attendees will be able to participate in the live Q&A sessions with the experts.
The Google Marketer's Playbook at ad:tech San Francisco has already passed, but you can watch recordings of the sessions in this YouTube playlist. These videos are also live on the Google Business Channel which contains even more presentations and webinars about Google's business products and advertising solutions.
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