marketing

What’s The Good Word?

YOLOUnderstanding your target audience is the first step to successful communication.  To ensure you reach them, you have to speak their language.  So, what’s the good word?

From a recent post by Cassandra Daily, a site powered by the research, insights and global trendsetter network of The Intelligence Group, we learned some of the latest vocabulary being used by Gen Y/Z today.  Certainly some of these are new for you as well!

YOLO = You only live once.  Example: “Let’s go skydiving at night. YOLO!”

Okay, you’ve probably seen this a few times…but if you weren’t sure of the meaning, now you know!

Havishamin’ = To sit at home by yourself wishing you were out having fun (references Miss Havisham from Great Expectations).  Example: “What are you up to tonight?” “Oh, just Havishamin’. That guy said he would call but no word from him yet.”

Bare = A lot, without good reason.  Example: “You have bare likes on your profile picture.  Whats up with that?”

Swerve = to move, leave or scram.  Example: “I told her to swerve after she made that rude comment.”

Got me feelin’ some type of way = Phrase used to describe what one feels when something brings up an outpouring of otherwise hard to describe emotions. Example: “I lost my phone, and it’s got me feelin’ some type of way.”

Remember, never underestimate the importance of knowing how to speak to your audience.  People are responsive to those who know and understand them.  You can’t apply one communication formula across the board.  To have success you must develop a ‘voz’ or voice that is authentic and truly engages your customers.  Let La Voz Marketing help you develop your voice.

The Tools To Dominate SEO Are Here

SEO“The Internet will not promote your content for you. It’s not that good yet and likely never will be.”

In an article written by Kevin Bailey, CMO of Digital Relevance, Bailey eplains the critical role that SEO strategies play on the survival of businesses. “Effective content promotion takes great content, thorough media research and lots of outreach sweat,” said Bailey. What exactly does this mean for companies striving to grow their online presence? Online rankings are affected by what companies claim about themselves on their website, and by what is said about them on other sites, (off-site SEO). Google’s algorithm heavily weighs the off-site content, when ranking sites on it’s platform. While such content was heavily influenced by spammers in the past, contorting Google’s process, due to algorithm updates – this is no longer the case. The links that drive traffic back to company websites result in real business, and can even be measure in real-time. This allows companies to accurately determine which efforts are deemed successful and worth while to their growth, and those which are not.

What was once a smattering of content laced with key words and back-links hoping to increase rankings, is now a calculated and strategic system. Moz has emerged as one of the most prolific SEO software companies, acting as an endless resources to companies by tracking back-links, visitor traffic, keyword searches, organic traffic and more. It is beginning to reveal to its audiences the impact that effective SEO strategies can have on businesses’ success nationwide and even worldwide. Savvy PR specialists are jumping at the opportunity to utilize the endless opportunities that SEO tools such as Moz have to offer, in order to grow their clients to their potential.

Here at La Voz Marketing we know the capabilities of these innovative online marketing tools and specialize in developing strategies to re-brand your business and increase SEO. To learn more about the possibilities that are available to you and how LVM can help your brand build its online presence, visit us at lavozmarketing.com.

The Secret To Brand Identity

Does your brand ultimately require a competitive environment in order to be effective? According to Social Media Today, brands are intended to drive preference, encourage loyalty and therefore lift margin. In doing so they underpin and align a competitive and commercial business model with the people who believe in and buy from that organization.

Consider your brand asthe secret to building your brand it stands now. Is it recognized by your targeted clientele? Does it work to help customers make choices? The fundamental goal of a company’s brand is to stimulate recognition, preference and an overall loyalty that drives interaction and a focused sense of expectation and fulfillment. In order to achieve success, your customers must select your brand, over the other options and choices available to them.

Now suppose there were no other competition, and consumers have no alternate choices. Such as; Public health, Internal Revenue, regulators and airport security, to name a few. Such organizations must have specific and definable identities, that they are known for and familiarized with. What we find intriguing is that these companies are scrutinized on their ability to carry out a successful and effective performance, rather than generating profit by producing to a customer base.

What kind of identity does your brand have? How have you worked to shape and define the way it is recognized? Often times organizations focus on outselling their competitors and studying the moves of others, yet spend little time focusing on the more important matter of building their brand. Here at LVM we specialize in providing innovative solutions that translate across technology and cultures to establish brand identity. We achieve this by offering full-service marketing, public relations and social media capabilities, to enable your company to authentically participate in the conversation by furthering your exposure through content, placement strategies, and developing a meaningful, social relationship with your target audience. Connect with us to learn how we can help take your brand to the next level.

 

 

Determining your Social Media Strategy – What Will Work for your Business?

socialmedia4Social Media is a part of everyday life. Utilizing it for your business can be extremely worthwhile; yet deciding which network can benefit your business or organization, and how to use it most effectively, can be daunting. It is important to choose carefully.

An article published by the International Association of Business Communication, (IABC), clearly lays out the four major social networks and how they are best used. These general guidelines are a great resource for businesses seeking ways to improve their online presence.

Facebook – Being the most widely used social network, Facebook is an ideal platform for most businesses. The main factor in how businesses leverage Facebook is content. A B2B company should focus on becoming a resource for both professionals in their field and current and prospective customers. This involves posting timely and useful articles that pertain to target markets and topics that will interest and engage employees within the targeted fields. Smaller, local companies and B2C companies can do well by posting coupons, new products, or tips for using their products on Facebook.

Twitter – The micro-blogging platform, that entails much more frequent posting, is usually a better resource for B2C and B2B companies that aren’t strictly local. Maintaining a company Twitter account requires assigning an employee (or group of employees, for larger organizations) to monitor what users are tweeting about the brand. Those responsible must also be actively answering questions, providing customer support, and sharing content and information about an organization’s products and services. The main objective is to continuously participate in discussions about one’s given industry.

LinkedIn – Primarily a personal networking tool, utilizing LinkedIn as a company is more about leveraging individual employee profiles than continuously working on your organization’s page. It is important to update the company’s profile and to have employees share company blog posts, new product or service announcements, and occasional articles relevant to the industry on their personal pages. Generally, employees should be left to manage their own LinkedIn accounts, while of course keeping in mind that they represent the company.

Pinterest – Pinterest, a photo-sharing network, has experienced explosive growth since its start. However, the sector of organizations that should have a Pinterest profile remains relatively small. As a general rule, e-commerce companies will benefit greatly from having a Pinterest profile and “pinning” their products onto separate but relevant boards. Many B2B companies and blogs find this strategy successful as well. The main goal is to find balance between pinning company products, while also being a creative inspiration to others.

At La Voz Marketing, Social Media is one of our specialties! Let us enable your company to authentically participate in the social conversation by developing a customized social media strategy for you and developing a meaningful, social relationship with your target audience.

 

Apple Succeeds with ‘Backwards’ Bussiness Strategy

In a recent Mashable article, author Chris Taylor highlights how Apple succeeds using a unique business model to sell its products.

The iconic retail strategy, followed by most businesses in the 20th century, has been to ‘give away the razor handles and make money on the razor blades’.  The idea behind this is that you get consumers hooked on an affordable product (razor handles) and then make money on the essential accessories and add-ons (razor blades) to that product.  In 2001, Apple defied this business model with the launch of their groundbreaking iPod product.  Prior to the iPod, MP3 players resembled bulky, over sized compact disc players.  The iPod came with significantly less storage, a much higher price point (at $399), and yet consumers went crazy over them.  Two years following, Steve Jobs launched the Apple iTunes Store where songs were sold for 99 cents (a price that barely covered costs for each song sold).  People questioned the low price, to which Jobs responded: “The dirty little secret of all this is there’s no way to make money on these stores.” When asked why he would keep the price so low, when most of the profit goes back to the music company and the rest barely covers production costs, he replied: “Because we’re selling iPods.”

How is Apple taking this model to the next level?  At the iPad Air Launch event on Oct. 22, Apple announced that Mac OS X Mavericks and iWork would be Apple Unveils iPad Airfree.  This means that once consumers purchase their shiny new Apple product, the rest is free. All the coveted add-ons, apps, and now the OS itself, will be complementary with purchase.  Most business consulting management advises against such practice, predicting failure for companies who go against the well practiced “razor blade” business model.  However, Apple has proven itself unarguably successful in its unconventional strategy.  The next big question: how will Apple’s competitors compete?

 

Big-Name Brands Focus Marketing Efforts Toward Hispanic Consumers

As the Latino community grows and the demographic increases in spending power and population, big brands are targeting the community through redefined marketing efforts.

An article in USA TODAY Hispanic Living magazine, written by Michael D. Hernandez, highlights a key player in the Hispanic marketing world. Fred Diaz, who joined Nissan Automotive in April 2013 to lead the company’s day-to-day operations in the U.S., was pleased by the automaker’s budget devoted to Hispanic marketing.

“There was no need for me to do any arm-twisting or insisting that we needed to do more,” said Diaz, who had previously served as CEO of Chrysler’s Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers.

Walmart and McDonald’s are among other brands following Nissan’s lead, stretching their budgets to reach the $1.2 trillion Hispanic consumer market. According to Advertising Age magazine, Hispanic media spending in the U.S. grew to $7.9 billion in 2012, a statistic that justifies Walmart’s strategy in setting out to double its multicultural marketing in hopes enhance outreach. According to research, these companies have the right idea; the Selig Center for Economic Growth reports that this demographic will account for about 11 percent of all purchasing power by 2017.

“It’s a pretty excmcdonalds13iting time, and the (Latino) community is coming into its own by embracing, like never before, these cultural elements such as music, food and novelas,” saids Jorge Plasencia, chairman and CEO of República ad agency in Miami. Audiences can expect to continue seeing more dual-language advertising campaigns in the media, as big-name brands focus marketing efforts toward Hispanic Consumers.

Here at La Voz we offer special expertise in the Latino market, providing unparalleled insight into reaching and positively impacting this community. Led by experienced bi-cultural and bilingual marketing professionals, we connect our clients with this diverse, dynamic and brand-loyal audience through innovative campaigns.

Social Media Marketing for Prescription Drug Companies

At a time when nearly every company can be found promoting their product or service on at least one social platform, there are a few industries that are cautiously engaging in this marketing practice due to a lack of precedent.  In particular, we would like to call attention to the pharmaceutical industry and its social media efforts over the past few years.  An informal survey of seven multinational pharmaceutical and biotechnology companies was recently conducted to gain insight into how these companies are utilizing social media.  The investigation and associated report, produced by Joy J. Liu and Kellie B. Combs of Ropes & Gray and published via Bloomberg BNA Insights, also brings to light some of the issues presented by these platforms in the absence of regulations or guidelines by the Food and Drug Administration (FDA).

The FDA has issued marketing guidelines that broadly apply to all online mediums; however they were written and published at a time when companies had much less direct contact to users and potential users of their product.  Also, these regulations are not social media specific.  The social media environment allows companies to intimately interact with consumers like never before. Likewise, consumers have unparalleled access to information via other users or the actual manufacturers.  Prescription drug and biomedical companies are left to address issues presented by social media marketing – such as monitoring and correcting content posted on their pages – on their own.  The industry has long awaited the arrival of guidelines, which were first formally discussed by representatives in the field in 1996. The matters discussed at that time included communication of product information on websites, chat rooms and other news groups. Since then, however, technology platforms have increased in quantity and provide more exposure, leaving many aspects of modern-day social media still untouched.

SocialMediaAs evidenced in the report’s interviews, Facebook emerged as the most extensively used social media tool by all seven companies.  Each company’s Facebook presence was established prior to an important change that Facebook made to its policy in 2011. Before this change, companies could prohibit users from commenting on their company page. This practice was dubbed as “whitelisting,” and offered a much more low-risk option for social media management.  Since the elimination of this setting, such companies have decreased their Facebook use due to the need for increased monitoring. Also, many companies claimed that the volume of work required to properly maintain and manage their Facebook pages was not worth it (as it relates to revenue).

The use of Twitter was found to be inefficient for many companies due to the 140-character limitation on each post. Twitter accounts also require correction about product information, which creates an endless labor of online monitoring for the companies.  Other social media platforms, such as YouTube, Pinterest, SlideShare and Tumblr, are also employed by some companies and must be monitored on a case-by-case basis using best practices as they see fit.

Overall, Ropes & Gray’s report found that there is a general sense of hesitancy towards engaging in social media marketing and that advocates within the companies are tasked with presenting a strong strategy and related return on investment that must be approved before launch.

For more information on strategic ways to leverage social media within this specialized sector, contact La Voz marketing.  We can recommend useful and risk-adverse ways to build an influential online presence and drive revenue back to your company.

Summer Happenings at Newport Dunes Waterfront Resort

movies

Towards the end of 2012, LVM worked closely with Newport Dunes Waterfront Resort & Marina to strengthen its Branding and successfully identify the resort’s unique point of differentiation.  Since then, LVM has focused on highlighting and leveraging this unique brand via targeted marketing initiatives.  For example, LVM transformed the resort’s Facebook and Twitter profiles and has been growing its Social Media presence and interactivity by engaging with its fans, followers and customers on a daily basis.

In supporting Newport Dunes Waterfront Resort & Marina, we have learned so much about the beautiful property and all of the exciting events and services that they offer our community.  Take a look at some of their summer activities that you can tap into in the coming months…

Movies on the Beach: Every Friday and Saturday through Summer!

Bring your blankets, lawn chairs and jackets to Newport Dunes Saturday, May 25th as their ‘Movies on the Beach’ series kicks off!  All summer long, near the Watersports area, they will be projecting your favorite films on a giant screen! Admission is FREE! Find the full movie schedule here.

Wine Tasting Dinner: Saturday, June 8th

Back Bay Bistro, in partnership with the sommeliers of the Wine Elite, will host another exciting Wine Tasting Dinner on Saturday, June 8th. The third of its series, this educational guided wine and dinner pairing will be directed by Sommelier Joey Kleinhans and Executive Chef Kurt Schaeffer. Tickets are $65 per person and can be purchased by calling (949)729-1144.

RussoRusso and Steele’s Legendary Auction Event: Thursday, June 20th – Saturday, June 22nd

Newport Dunes Waterfront Resort will be home to Russo and Steele’s legendary auction event from June 20-22. For the first time ever in Newport Beach, one of the nation’s most extraordinary collections of top-of-the-line European sports cars, hot rods, American muscle vehicles and custom autos will be on display. For more details on this exhilarating auction event, including information on bidding registration and the consignment process, visit russoandsteele.com.

Clam Bake: Every WEDNESDAY Night!

Join Back Bay Bistro every Wednesday night from 5-7pm and enjoy a fun family dining experience with a variety of Clams, Mussels, Shrimp and more! Back Bay Bistro’s very own, Chef Kurt Schaeffer was kind enough to create a video, showing us how to make our own clam bake right from home!

Shrimp Night: Every THURSDAY Night!

Going on now and continuing every Thursday night, Back Bay Bistro hosts Shrimp Night! For only $19, guests can enjoy their choice of tempura, coconut, scampi or crab stuffed shrimp and 2 sides. Seats fill up fast, so reservations are recommended and can be made by calling (949) 729-1144.

Happy Valentine’s Day – Statistics Surrounding this ‘Day of Love’

Happy Valentine’s Day!  While we truly respect what the Feast of Saint Valentine represents, we also find it interesting the amount of marketing and consumer spending that surrounds this ‘Day of Love’.  Here are a few statistics to savor on this 14th day of February:

Valentines Day word cloud

  • Average annual Valentine’s Day spending: $13.19 Billion
  • Number of Valentine’s Day cards exchanged annually: 180 Million
  • Average number of roses produced for Valentine’s Day: 196 million
  • Percent of Valentine’s Day cards bought by women: 85%
  • Percent of flowers bought by men: 73%
  • Percent of women who send themselves flowers on Valentine’s Day: 14%
  • Amount the average consumer spends on Valentine’s Day: $116.21
  • Percent of consumers who celebrate Valentine’s Day: 61.8 %
  • The gift most often given on Valentine’s Day is Cards, followed by Candy.

From all of us at LVM, we hope you have a wonderful Valentine’s Day.  Wishing you lots of AMOR!