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The Ethics of Rescue Marketing | CommPRO.biz

The Ethics of Rescue Marketing | CommPRO.biz | Public Relations & Social Media Insight | Scoop.it

If you’re unfamiliar with the term rescue marketing, it’s a marketing strategy used by some in the aftermath of any major disaster or event. Fundamentally, a rescue marketing strategy targets customers of companies affected by a disaster and attempts to lure them away while their current provider is unavailable.

 

One of the textbook cases of rescue marketing occurred in 2009. The server hosting company Rackspace ran into power issues in one of its data centers, causing significant service outages for its customers. Despite the trouble, Rackspace was a role model for transparency, updating its customers frequently and honestly about the issues they were having.

 

During their crisis, a whole host of competitors piled on, attempting to lure away Rackspace customers using the rescue marketing strategy.

A notable exception occurred when Rackspace competitor ServInt’s CEO Reed Caldwell came to the defense of Rackspace:...

 

[Timely post and debate with several good examples from Christopher Penn ~ Jeff]

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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Importance of Pre-Tail in the Shopping Journey | MediaPost

Importance of Pre-Tail in the Shopping Journey | MediaPost | Public Relations & Social Media Insight | Scoop.it

Pre-tail seems to be one of the new buzzwords thrown around the CPG category. But what does it really mean, and should we be taking it seriously?


Pre-tail refers to the entire journey of the shopper before they reach the point of purchase. Product research, browsing social channels, building shopping lists, and organizing coupons and rewards all fall into the pre-tail category.


Various often-quoted studies by Point-of-Purchase Advertising International and The Marketing Science Institute have said that between 60 and 70% of purchase decisions are made at retail. Regardless of the exact number, that means at least 30 to 40% of consumers have made their decisions before they ever walk into a store, which is hardly insignificant. ...

Jeff Domansky's insight:

MediaPost explores the importance of "pre-tail" in the shopping journey including research online, social channels, lists, coupons and rewards. What a complex web consumers weave.

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How to Live Stream Successfully: A Preparation Checklist for Marketers

How to Live Stream Successfully: A Preparation Checklist for Marketers | Public Relations & Social Media Insight | Scoop.it

Raise your hand if you’d rather watch a video to learn something new than read about it.


Go ahead -- you’re not alone. 59% of executives say they’d rather watch a video than read text, too. And really, that number makes sense -- we are a society of video streamers. (I mean, hello, Netflix.)


But if you’re not sure where to begin, fear not -- we’re here to make sure you don’t just hit the “Live” button on Facebook and stare at the camera like a deer in headlights. Instead, we’ve come up with a comprehensive checklist to help you plan your first -- or next -- live stream. 

Jeff Domansky's insight:

Learn how to prepare for a live stream with the help of this handy checklist from HubSpot.

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Malibu Rum Launches Connected Bottles To Deliver Consumer Content

Malibu Rum Launches Connected Bottles To Deliver Consumer Content | Public Relations & Social Media Insight | Scoop.it

Some 40,000 bottles of Malibu rum are being shipped with NFC tags and go on sale Sept. 1. (In the how-sausage-is-made department, the NFC tags are applied to the bottles by passing them through a heat tunnel, which allows the tags to be smartphone readable after application.)

The bottles go on sale starting in 1,600 Tesco stores in the U.K.

No mobile app is required and consumers can use their phones to tap the bottles to unlock five digital experiences, according to SharpEnd....

Jeff Domansky's insight:

it seems that no product can escape the Internet of things. In the UK, Malibu rum is being sold with NFC tags which can share digital messages with consumers using a smart phone. Another interesting and creative digital marketing experiment.

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Jeff Domansky's curator insight, August 29, 6:43 PM

it seems that no product can escape the Internet of things. In the UK, Malibu rum is being sold with NFC tags which can share digital messages with consumers using a smart phone. Another interesting and creative digital marketing experiment.

 
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Cashback News: Innovators: Which US retailers are winning with artificial and virtual reality for customer impact?

Cashback News: Innovators: Which US retailers are winning with artificial and virtual reality for customer impact? | Public Relations & Social Media Insight | Scoop.it

Today, we’re looking at a collection of innovative retailers using these exciting new technologies for maximum impact on their customers. Join us for a 3-D roundup of who’s using AR / VR in showrooms, changing rooms, for in-store entertainment, product information, sales, on mobile apps and much more.

North Face has several augmented and virtual reality applications worth viewing – one is product focused and the other is entertainment. Forbes takes a look at whether virtual reality can save retail and how Samsung is pushing the boundaries in AR. In 10 locations, Macy’s is testing Macy’s On Call, an app developed by IBM and Satisfi. Craig Smith’s Retail Innovation has an excellent collection of profiles of retailers using digital innovations including augmented reality, virtual reality and more. Recommended viewing!

Marxent also has a useful set of e-commerce and bricks-and-mortar examples of augmented and artificial reality used in retail. Wayfair’s new virtual reality app lets customers visualize patio furniture on a deck to help them on the path to purchase. Lowe’s Holoroom gives customers help in visualizing a new kitchen or bathroom in its popular new virtual reality room.

Whisbi highlights  virtual reality storytelling by North Face and virtual test drives by Lexus. M-commerce start-up Spring launched one of the first Facebook chat bots for virtual shopping. Sephora’s new Chicago store mixes old-fashioned makeup fun with futuristic touches including augmented reality and lots of touch-screens. Best Buy is betting big on virtual reality with Oculus Rift and PlayStation VR demos and sales in-store this fall. Finally, Pokémon Go further illustrates the potential for augmented reality to drive local or in-store retail traffic in big numbers. Enjoy your roundup of these retail innovators and learn from their creativity and digital marketing savvy.

Jeff Domansky's insight:

If you're a marketer, retailer or just looking for the latest trends in augmented and virtual reality, you'll find lots of inspiration from these retail innovators who are changing the face of the place formally known as stores. Dozens of the latest profiles and case studies and recommended reading. 10/10

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pokemon go, AR, and location-based marketing

pokemon go, AR, and location-based marketing | Public Relations & Social Media Insight | Scoop.it

The Pokemon Go phenomenon may have peaked, but it sure lit a fuse for marketers to think about augmented reality, location-based marketing, and how their brands might fit in.


As with adopting any other technology for marketing, many marketers will treat it as a gimmicky bandwagon.


I stumbled across an AdAge article with an interesting insight on why Pokemon Go finally managed to capture the world’s imagination when so many AR and location-based technologies have tried since the first Foursquare checkin 7 years ago:...

Jeff Domansky's insight:

Time for some Pokemon Go fun from Tom Fishburne.

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Therese Torris's curator insight, Today, 8:36 AM
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7 Tools for Visual Storytelling | Search Engine Journal

7 Tools for Visual Storytelling | Search Engine Journal | Public Relations & Social Media Insight | Scoop.it
Suffice it to say, images are a critical tool in the storytelling toolbox. So take a break from optimizing your keyword strategy for robots, and finding the perfect content voice for your brand, and smell some graphic roses with me. There are a ton of tools available to help you hone in your visual craft (and – bonus – a lot of them are FREE).
Jeff Domansky's insight:

Katy Katz shares seven everyday tools for visual storytelling.

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AchhiKhabre's comment, August 29, 3:32 AM
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100 of the Best Landing Page Examples Analyzed

100 of the Best Landing Page Examples Analyzed | Public Relations & Social Media Insight | Scoop.it

To put this another way, for every $92 of advertising revenue spent, only $1 is being invested into CRO and A/B testing efforts - you know, the part that actually turns your ad dollars into converting leads.


Shocked? We were, too.


Why would anyone throw money down the drain like that? We’re guessing it is probably happening out of ignorance, but if you want more conversions, you can’t afford to ignore landing page trends, best practices, and A/B testing.


This is why we decided to take on a colossal task. We’ve chosen 100 landing page examples and critiqued them on their optimization efforts to show you exactly what works and what doesn’t when it comes to CRO.
We’ll start with the landing page example showcase, showing you a mug shot of every landing page. Then, we will discuss what page elements help the conversion process and which elements are a disgrace to landing page optimization....

Jeff Domansky's insight:

What a superb resource for social marketers! InstaPage analyzes 100 best landing pages and provides excellent guidance and tips.

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AchhiKhabre's comment, August 27, 3:23 AM
Please visit us at www.achhikhabre.com