Coke is arguably one of the most well known companies and logos around the world. But they’re also one of the most famous marketing companies. In contentmarketinginstitute.com ‘s interview with Kate Santore, a content marketing manager at the Coca-Cola company, she covered how she stays on task, how Coke creates new content, keeping their brand image and more (Read the full article here). If there was one thing from this interview that stuck out to me, it would be the source of her inspiration. Kate said that she is inspired by her competition and even sends a weekly email to her marketing team titled “Work That Makes Me Jealous”. She said her competitions good work only drives her to create better ideas and sets the bar higher for everybody.
I like that idea. What work makes me jealous? What makes me want to get better? I think tough competition is the best way to get better, whatever industry you’re in, and if more people saw this as a challenge, the world would be a better and more advanced place.
Here are some examples of content marketing that make me jealous.
All three of these pieces are advertisements for something, but are captivating enough on their own that the viewer almost forgets that they’re just watching an ad. These examples of content marketing all make me jealous, make me want to get better.
Mandy swung her backpack onto the carpet with a sigh. She flopped down on her bed, smiling. She did it. She had finally finished her last day of high school. There had been laughter, tears, and the rest of the emotions that come with the occasion. She was a straight A student and had loved high school.
As she reflected on the day, her mind began to wander to her fall plans. She had gotten accepted into several schools but still hadn’t made up her mind where she wanted to go. Her parents had always placed a high importance on getting a quality education, but she had recently found out that they had not able to set aside any savings for her higher education. Her older brother, who was her idol and bestfriend, had been given a scholarship to play baseball at Winona State University in Minnesota. She had visited him a few times in the two years he had been there, despite it being over 2 hours from her hometown. She had loved the campus, and the idea of going to school with her brother was very exciting to her. The only downfall with going to Winona State was that to pursue her dream of being a teacher, or even better, a professor someday, she would have to attend masters school elsewhere and she didn’t know how well her credits and accolades would transfer. Also, graduate school is very expensive!
She had talked to her parents to see if they had any helpful advice, they usually did and she respected their advice very much. Unfortunately for her, they wanted this to be her decision so that she could feel confident and happy in where she went to school. As they put it “you’re an adult now and choosing a college is a very important adult decision. We will miss you but as you know, were just a call or text away.”
In the following days, Mandy did a lot of thinking and research on what schools were in the area that offered teaching programs. In her research she stumbled across an article from 2018 from Western Technical College in La Crosse, WI. The article read:
“Officials at Western Technical College and Viterbo University have formally announced a new transfer agreement for students in the Foundations of Teacher Education program this fall.
Students enrolled full time can complete the Foundations of Teacher Education associate’s degree program at Western in four academic terms. Following successful completion of the 67 credits, students can transfer into Viterbo’s Elementary/Middle Childhood Education major, along with a minor in Special Education.
“Nearly half of last year’s graduating class is in the process or has already been accepted into Viterbo’s program for the fall,” said Western instructor Shelly Bauer. “This is a great opportunity for students and local school districts to meet the growing need for teachers.”
“In keeping with our deep commitment to education and the community, Viterbo is ever-focused on expanding the pipeline of highly prepared and energized new teachers,” said Sara Cook, dean of the College of Education, Engineering, Letters and Sciences at Viterbo University. “We are happy to add this seamless pathway through our strong, collaborative partnership with Western.””
Mandy was ecstatic! La Crosse was a short 30 minute drive away from Winona, located on the beautiful Mississippi River and home to not only Western Tech and Viterbo, but also UW-La Crosse. 3 schools in one town! As she dug deeper in her research she found out that Western not only had a beautiful campus, but was also the most affordable school in the entire state! This seemed like a no brainer. She looked at admissions requirements and knew immediately that she would be accepted with no issues and she could begin her education towards her dream of teaching. She called her brother, and he had nothing but good things to say about the area, she ran to the kitchen and told her parents about the opportunity, and they were overjoyed for her. She filled out an online application that same afternoon.
Explanation
This blog post in an example of a buyer persona journey. This is a common tactic used by marketers to personify their customers in order to better understand them and their needs. Instead of a chart showing the target audiences information, pain points and needs, a buyer persona story engages the reader and helps them to understand exactly how to target this audience.
An Example of a social media advertisement that could recruit students like Mandy.
Recently I completed the VP Knowledge Matters Retail Simulation. I wrote a few months ago about completing the practice version (read here) which I passed quickly and easily. I thought through everything that I have learned over the semester that I would be fully prepared to ace the final simulation. I was not.
The concept of the simulation is to own and operate a grocery store with the objective of having a $17,500 weekly profit. Fairly straightforward. You begin by choosing one of the ten available grocery stores, which are several sizes with a diverse mix of customers and surrounding areas. Each store has a different weekly rent based on square footage, location and interest. For my sim, I chose a midsized store in the middle of the city, because it was relatively low cost and the surrounding area had a high population density.
Once you choose a store, you have to staff and stock it. Due to size limitations, I put in 2 checkouts and had store hours between 7am and 11pm. The store is opened based off of when you have cashiers working. I had 1 work through the morning and early afternoon, with 2 cashiers in the evenings. The sim allows you to poll consumers, so I found out what items customers buy regularly and based my store layout off of that. I tried to place impulse items near the checkouts. I set my base profit margin at 35% and adjusted individual products based off of customer comments and feedback.
Once the store is operating, there are several promotion options. There are billboards, radio ads, newspaper ads and email promotions. For my sim, I focused on billboards to try to bring in customers from around the area that may otherwise go elsewhere. Billboards are expensive, but I rarely saw a drop in weekly profits when adding a new billboard because of the additional customers they bring in.
I tweaked things based on customer comments and feedback and ultimately after 5 simulation years, I was still unable to meet the $17,500 weekly profit goal and threw in the towel. My best week was over $13,000 in profit but I was unable to duplicate that success or capitalize on it further.
In the days following taking the simulation, I went back and tried again based on what I had learned the first time. I was still unable to hit the weekly goal. If I had another shot at it, I would have done more initial planning to set my store up for success. My biggest downfall was adjusting things too quickly on the fly without analyzing the effectiveness of different approaches and marketing tactics. Thankfully, it was just a simulation and I don’t have to actually run a grocery store.
The simulation was challenging, stimulating and fun. I would recommend anybody who wants to someday manage or own a retail business to try it. I believe it was a beneficial exercise for me and caused me to think a lot on the complexity of what goes on behind the scenes at stores we visit daily or weekly.
I recently completed the virtual business consumer behavior simulation from knowledge matters. This is a fun, challenging simulation that tests students understanding of consumer behavior. I got a perfect score on it and you can too! Here’s some tips:
1. Understand Consumer Behavior Basics
There’s a lot to know when it comes to consumer behavior, but for this simulation you just need to understand the basics. A few key points to remember when it comes to your store layout and customer flow are:
The simulation offers several steps before you are expected to take the challenge phase. Take your time with these. They are designed to help you succeed in the challenge phase. They will help you understand how the simulation is set up and some keys to success are pointed out in these steps.
3. Change Store Layout Immediately
Okay, now you’re in the challenge phase. The very first thing you need to do is rearrange the store to make it shopper friendly. On the upper right side of the screen click Reports ► Product Info. Under this tab you will see Primary Purchase Type. This tells you essentially where to display the items. You will see three primary types:
Need: Position these items along the walls, customers are coming in specifically for these items
Complementor: These items are usually paired with a need, so place them near a need item. (ex. place phone cases near phones)
Impulse: Place these items near registers. Customers aren’t coming in for a phone charger, but they might buy one if they see it.
4. Simulate One Week at a Time
Your income statements are updated weekly, so simulating one week at a time is your best chance at success. Sim one week, see what has sold, what has not, and adjust accordingly. Also look at Reports ► Comments & Msgs. This report will let you know what customers are saying about the store. You may need to change displays and staffing accordingly.
5. Have Fun
Have fun with this simulation, you can always retake it. Try different approaches and comment below what worked well for you!
Today more than ever before, businesses are using consumer data to sell product. Everyone knows about the shady dealings of “selling data” and “big data”, but there are plenty of other ways data is found too. One of these ways is via consumers personality, behavior, and self-concept. A couple tools marketers can use (or anyone else!) are the VALS assessment, and the Claritas PRIZM database.
What is VALS?
VALS is an assessment that anybody can take from strategicbusinessinsights.com that puts American adults in one of 8 categories based on their answers to a nearly 40 question subjective test. This data allows companies to target customers, or to better understand the value system and beliefs of their existing customers. I took the test and fell into the “experiencers” catagory with a secondary catagory of “innovators”.
Experiencers are defined as:
Are always taking in information (antennas up)
Are confident enough to experiment
Make the highest number of financial transactions
Are skeptical about advertising
Have international exposure
Are future oriented
Are self-directed consumers
Believe science and R&D are credible
Are most receptive to new ideas and technologies
Enjoy the challenge of problem solving
Have the widest variety of interests and activities.
Innovators are defined as:
Are confident enough to experiment
Make the highest number of financial transactions
Are skeptical about advertising
Have international exposure
Are future oriented
Are self-directed consumers
Believe science and R&D are credible
Are most receptive to new ideas and technologies
Enjoy the challenge of problem solving
Have the widest variety of interests and activities.
This really gives a company a lot of info to help corner their target market. If the country is only divided into 8 segments, there’s a whole lot of people in each category. To narrow things down further, another way of defining customers in by PRIZM.
What is PRIZM?
PRIZM is a segmentation technology used by Claritas.com to help company find their target markets at scale. They can be defined by nearly 70 segments, and sorted by age, income, interests, geography and more. This is a great way for businesses to understand their customers, or just for the average American to better understand their neighbors.
There are many factors that influence consumer comprehension. To understand that, it is important to understand the factors that go into it. The infographic below explains a couple terms and shows some examples of what influences consumers.
First up, Email Marketing Manager is a great job in the retail field that doesn’t involve working on the store floor and offers a lot of creativity for the employee. Many larger companies hire email marketing managers to create a return customer database and build relationships with past customers.
Job Duties:
The key duties of an email marketing manager are to:
Increase Brand Awareness through email campaigns
Engage with consumers
Drive profit
Design and implement marketing strategies
Copyright and proofread
Create analytics of performance
Generate Leads
Job Requirements:
Generally to become the email marketing manager for a company, a person needs prior experience in both the work field and in academia. The basic requirements usually look something like this:
Bachelors Degree in business or marketing
Excellent writing skills
SEO knowledge
Data analytics skills
Retail experience
Bottom Line:
Depending on where they are employed, an email marketing manager can make anywhere from $40k-$120k per year, and many large companies such as American Eagle and Bath and Body Works are looking for these key employees.
The Job: Purchasing Manager
Purchasing Managers are key players in any retail business. They bring in new products and orders. They can be anyone from the guy in receiving to a lady in a corporate office in a city you’ve never been to.
Job Duties:
Purchasing Manager duties can vary by business, but some of the basics include:
Buy Products for Company
Evaluate Supplies
Negotiate Contracts
Review Product Quality
Agents/Buyers
Job Requirements:
While some purchasing managers simply move up in the company, most have some educational background, usually a bachelors degree. Other requirements include:
Supply Chain Management Knowledge
Business Admin Degree
CRM and software experience
Strong communication skills
Data analysis skills
These are just a few options of retail management options outside of the actual retail store.
As a young person, there’s few things that bother me more
than when I go to retail stores, pull my wallet out to checkout, only to find
that they have a Cash-Only-Point-of-Sales-No-Cards-Here-System that looks like my
grandfather could have used it when he was my age. Apart from the aesthetic appearance
of it, and the minor inconvenience, I never thought about it too much. Until I
read this article https://www.essentialretail.com/news/longchamp-completes-global-pos/
about French handbag maker Longchamp doing a complete Point of Sale overhaul in
over 300 stores. If they’re doing it, why shouldn’t retailers in The US? In
Wisconsin? I did some research and here’s what I found
Why You Should Invest in a new POS system
There was a time when a Point of Sale system was just a cash
register, but those days are long gone. Todays robust systems can perform a
myriad of tasks, simplify the customer experience and increase your bottom line.
But that’s just the basics, here are a few other things they can offer:
Yes, Point of Sale systems can be very expensive, especially for
small businesses. According to tech.co, the total cost of an average POS system
in 2019 was around $6,500 plus fees and upkeep. That’s a lot of money! But that
doesn’t take into account the time(money) you’ll save doing sales reports,
payroll, and other paperwork. It also doesn’t account for keeping track of your
inventory data, the speed youll be able to checkout customers, and all the data
it can collect about buying habits, returning customers, and much more.
Recently, I completed the Mimic Social Simulation, created
by Stukent. The scenario of the simulation is this: You have recently been
hired as the social media manager by Buhi Bags, a luxury backpack company. Each
week, you are given $5000 to spend on social media between content and
promotion. Your goals are to build brand awareness, increase engagement,
increase sales, and lastly to outperform your peers. That’s the fun of this
simulation, you are competing against your entire class, who have the same
scenario, and are using the same algorithm.
Although I didn’t finish near the top of the class in
profit, I was very happy with my New Follower count, which in a real life
setting could translate to sales in the future. My total ROI was $63k over 12
weeks, which I’m certain would be good enough to keep my position at the
company if this were real life. There’s a lot of things I would change if I
were to complete the simulation again, and a lot of things I would keep the
same, so here are some tips and tricks if this is your first time:
#1 Read
Every week you are given a task, and most weeks there is
additional reading you can do. Even though reading may take up more of your
time, it could change your results significantly.
#2 Try stuff, strategically
The best way to know if something will work is sometimes to
do it, especially in a situation like this where there’s nothing more than a
grade and potential bragging rights on the line. Try new kinds of posts and
take note of what succeeds and what bombs.
#3 Use the personas
Stukent has several preset “personas” or ideal customers
already created and researched. Look under the scenario tab at Market and you
will see 7 distinct personas, all of whom you can target to. Pay attention to
what size of the market share each persona is before trying to market towards
them.
#4 Re-purpose material
Real companies do it all the time and you can too. Already
used an image on Twitter but want to use it again? That’s fine, crop it and use
it on Instagram with a different message, there’s very few people who follow
you on both platforms, and those who do are such devoted fans they won’t mind.
#5 Drive Sales
I focused a little too much on social media metrics like
engagements and followers, don’t be like me. To climb to the top of the class
rankings, focus on what is driving revenue and secure that bag.
Herschel Supply Co. has successful social media accounts on both Facebook and Instagram, and as a direct competitor, it would be wise for Buhi Bags to take notes on what they do well, what works, what doesn’t and what they (Buhi) should do about it. What I am describing is long hand for “Social Media Audit”. I performed a Social media audit of Herschel Supply Co. and these are my findings:
Consistency is Key
Over the past month, Herschel Supply posted on both Instagram and Facebook at least once a day. Some posts were advertisements, some were general media, and some were subtle promotions. Regardless of what they posted; they were consistent with it.
Cross Platform Posting is Okay
Not everybody has Facebook, and not everybody has Instagram, and even if they do, it doesn’t mean they follow the same pages on both platforms. Herschel Supply posted, almost without exception, the same content on both platforms, and just because a post was successful on one platform doesn’t mean it will be successful on both.
Fit the Caption to the Platform
Facebook and Instagram function differently and consumers use them differently. As a business it is important to understand this and adjust accordingly. For example, the two posts below feature the same image, but the caption is changed slightly to fit the platform (Instagram uses Usernames, Facebook does not, Instagram is more hashtag friendly). Small changes like these can make all the difference.
Make it Big
Facebook doesn’t require media in a post, but Herschel Supply included either a photo or video in every single post last month. Why? Not only does it allow the consumer to visualize the product but also it is big! A post with just text will take up a quarter page at most, and if it’s longer nobody wants to read it anyways. On the other hand, a post that includes a photo or video will take up almost the entire screen, making it much more difficult to ignore.
If Buhi Bags follows these tips and dedicates time to
creating quality content, their social media could quickly become their most
effective medium to attract customers.
