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sillyamerican

Tag Archives: Marketing

Was helping Nick set up a Facebook page for his pub the other day. Thought I’d share some tips for creating a Facebook for a business. Obviously some of the examples most easily lend themselves to his work, but adapt them for other businesses and they should hold true. Rules of thumb, big and small:

Photos & Videos

  • Always tag yourself; Tag any other friends whenever possible. This  is a quick and easy way to keep content fresh and give the appearance you have a lot going on.
  • Put thought into albums (20 – 30 pics, variety of shot and order, interesting image as the cover of album (ex. DJ, costume, hot girl)
  • All albums should have a description that consists of : What, When, Who, Call to Action, Contact Details.  No, but seriously, do this. Every time. It transforms “look at my pictures” into “see what we can do for you, ask us how.”

Build Relationships

  • Be active with others – comment on their statuses, ask questions, ‘like’ their posts. If someone posts something that your audience would be interested in, re-post it and tag them as the source (ex. Hey, check out these Melbourne restaurant tips from @soandso). People will reciprocate and start sharing your stuff, spreading your messages.
  • Keep an eye out for promotional opportunities, potential partnerships. Local sale having a store? Contact them and get them to distribute a free voucher to every guest who spends over x dollars. You can make the expiry date quick to suss results instantly. This works two-fold in that you can access new peeps via shoppers, but you also get staff loyalty from the store’s team.

Offer Value

  • Don’t shamelessly self promote. If you don’t have something to say that isn’t going to be valuable to your audience, DON’T SAY IT. Posting something cool and interesting twice a week is better than posting dog shit daily. People who find something that piques their interest in a few of your posts will become habitual followers. People who feel bombarded will block/unfriend you or develop bad associations to your business and steer clear of it.
  • Know your audience and cater to them. Make a rough outline of your standard customer – fashion conscious, limited disposable income, has a need to be perceived as cool.  Then look for tidbits that might be interesting to them and share them: new gallery opening, cocktail recipe, etc.  Keep a balance of self promotions and thoughtful shares – people will be more likely to support your causes if you reflect their culture.

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So at work I’ve recently launched a deal with a company called Cudo – basically (one of the) Australian versions of the US group buying site, Groupon.

The way it works is that this company, Cudo, functions via the principle of group buying power. Their website features a select few offers or “deals” each day, put on offer by restaurants, spas, salons, etc. The companies offering these services create a minimum purchase number – like 50 – to make the deal happen. This way, the company is able to offer a deal that may only be worth value to them on a larger scale. Cudo, the website host, takes half of each ticket sale as payment. In theory, everyone wins: consumers increased value for lower cost, companies are able to expand their reach and draw in new clientele while making a (small) profit.

Check out Pivot Point Academy’s listing here.

From the perspective of a company with services on offer, I like Cudo as opposed to their competitors because I think the copy they come up with for the deals is great – it’s a little clever, very lighthearted, and while it’s still sales-speak, they do a great job delivering a call to action without explicitly getting all aggressively sales-y.

One thing to be mindful of as a consumer – carefully consider the value of what is on offer as what appears to be a steal may be misleading. For example take today’s deal: a spa package marked down from $270 to $89. Package includes:

  • Full skin analysis – with a highly trained therapist, using a specialised ultraviolet lamp
  • Microdermabrasion – deep exfoliation to reveal fresh and healthy skin * Organic face peel – using effective, organic ingredients to improve all skin types
  • High frequency – anti-ageing and skin clearing treatment that minimises spots and reduces redness
  • Eyesential eye lift mask treatment – look years younger in minutes
  • Organic mini skin care kit (take home to maintain that glow)
  • A $50 gift voucher to use on your next visit to Clay Spa
  • Finishing touch application – a light dusting of mineral foundation, blush, mascara and lip gloss for a fresh, natural look

What are you actually getting – after removing all the fluff – is a handful of mini services, (the services’ time length and individual value is not defined, and note that only one is mentioned as being delivered as a trained skin therapist, the other will most likely be delivered by the newest/youngest team member) as well as a take-home kit (contents and value not defined) plus a quick powderdusting and lip gloss from the front of house makeup tray. Also a $50 voucher, which is probably not enough to cover any one service on its own, ensuring that you will be spending your own money the next time you visit.

Do you see what I mean? Also, keep in mind that the “before” price may well be an arbitrary number – companies are under no obligation to be truthful.

Having said that, some deals really are fantastic – just shop carefully.

 

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