International Marketing

With globalization, companies need to adjust their marketing strategies as new challenges emerge. One major challenge is adapting to local cultures. This is of special importance when firms operate in countries culturally distant from their home country. This post will discuss global marketing with the example of China.

In China, a country with double the active internet users of the United States, social media marketing is a crucial success factor when doing business. But what do you do when the government bans Western social media networks such as Facebook, YouTube, and Twitter? You rely on Chinese networks. There is a great variety of networks to choose from such as WeChat or Sina Weibo. At the fast pace China is transforming, there is no doubt social media marketing in China will change incredibly quickly too.

A further crucial factor of doing business in China is being familiar with the local calendar. While in the West the Christmas season is one of the largest advertising periods of the year, this holiday is rarely celebrated in China. However, there are numerous Chinese celebrations; one of which is single’s day, on which singles buy themselves gifts. Not to leave out the most important Chinese holiday: the Chinese New Year.

The last key success factor discussed in this post is the country of origin effect. Chinese consumers are greatly influenced by the place in which the product was made. Products made in Western countries are often perceived more favorably. Moreover, products made in countries such as the United States, Germany or Switzerland are perceived as luxury products. These are only three aspects to consider when marketing in China. Make sure you consider these points and familiarize yourself with the local culture when entering into a foreign market.

For more information visit http://www.theguardian.com/media-network/2015/oct/06/marketing-china-social-media-consumers


The Rate of Return

Marketing agencies are frequently confronted with questions regarding the rate of return (ROI) of our service. People are used to investing a set amount of funds on the stock market and receiving a clear cut ROI statement at the end of a specified period. There is either a positive (profit) or negative (loss) ROI depending on the performance of the stocks. An investment is either successful or it is not. Period.

This is not the case in marketing. Marketing involves a process; a process that potentially necessitates an extensive amount of time. This amount of time depends on the nature of the campaign. Advertising a holiday special can be done quickly and the success be measured relatively well. People either respond to the special offer, or they don’t. A sustainable marketing campaign aiming at creating long-term brand awareness and permanently increased profits is more complicated and hardly measurable in the short and medium-term.

Brand awareness takes place in people’s heads. It increases the likelihood of individuals choosing one product over another. This decision is not only based on the quality and price of the good or service, but depends especially on the overall perception an individual has about a company or organization. A sustainable marketing campaign will shape a whole bundle of feelings towards a company and establish the company as prime choice in people’s heads. This process takes time as people don’t change their consumption habits from one day to another. There is a reason you have a favorite desert.

Just because sales does not increase immediately after the start of your marketing campaign does not mean the campaign isn’t working. It is working on a subconscious level! Brand awareness must be built step by step. Just imagine convincing a person using all kinds of Apple products from using a Samsung Galaxy or vice versa. A well executed campaign can actually do this – as long as it delivers a consistent message over a certain period of time. The length of this time period depends on the good or service. People tend to be more faithful towards certain products/services (car make), but not at all towards others (cable providers).

This brings us back to the main topic: the rate of return. How can you measure developments happening in your subconscious? Does one person’s subconscious influence the purchasing behavior the same way another person’s subconscious does? And these are only internal developments. What about all of the external factors influencing an individual’s behavior? Having a degree in economics helps me to maneuver the fine line between humanistic disciplines and natural sciences. I am a social scientist, trained to analyze human behavior using mathematical models, especially regression analyses. Being able to mathematically predict human behavior is the holy grail of economists. You can certainly account for specific external influences like taxes, unemployment, technological developments, and family; yet, it is impossible to account for everything (!) happening around you.

These are the two reasons why marketing agencies cannot seriously promise a certain rate of return. Successful marketing takes time, and the gradual and mostly subconscious developments taking place in your mind can hardly be measured, especially if taking into account countless external factors. Patience is a virtue for a reason.


Focus Groups

Effective and efficient marketing and advertising is impossible without having detailed information about your target demographic. There are a number of ways to gain insight about people’s attitudes and preferences: two of the most common approaches are surveys (a quantitative approach) and focus groups (a qualitative approach). Both have advantages and disadvantages.

Surveys come in handy when you have plenty of questions about different topics that can be answered clearly and quickly. A larger group of participants can yield statistics to base decisions on for your company. Surveys do have their restrictions, though. For example, people might not answer precisely, might interpret a question in a different way, and the organizer does not have a chance to follow up immediately.

The last point is particularly the strength of a focus group. Its biggest advantage is the fact that moderators and participants initiate a dialogue that can be maneuvered. This enables organizations to tackle complicated issues in depth and allows participants to react to other people’s responses as well. Newly discovered perspectives can be utilized and scrutinized immediately. A moderator can even spontaneously test potential solutions and receive instant feedback.

Good focus groups are cost-effective and bring about desired results. Though they do require meticulous planning and a precise implementation:

 

  • Develop clear objectives
  • Define your target demographic and screening strategy for recruitment
  • Develop an overall concept for the questionnaire
  • Carefully develop questions that don’t bias participants
  • Organize an appropriate venue with a relaxed atmosphere
  • Allow open discussions and new perspectives, yet stay in charge
  • Be spontaneous and follow up, yet stay focused on the main objectives
  • Show the participants you value their honest opinion
  • Transcribe the answers and analyze patterns in the responses
  • Check whether your main objective was met and implement changes

 

For more information about how to conduct a successful focus group please visit https://assessment.trinity.duke.edu/documents/How_to_Conduct_a_Focus_Group.pdf or if your organization is considering a focus group, please contact Media Link at 309-786-5142.  We also offer focus groups to our clients.


Branding and Communications

Marketing defines who you are and how you present yourself to potential customers. One of the most important elements of a successful marketing strategy is branding.

Branding is the long-term process of creating an experience tied to your company and consumption of products. This experience differs from person to person. It is therefore essential to define a target population based on specific demographic factors to make your branding efforts as efficient and effective as possible. Efficient branding is the creation of a positive perception of values and characters represented by the brand name that complements your target demographic. This process involves researching, developing and implementing brand names, brand marks and trade characters. But the effort is well worth it!

Benefits of Branding:

– Effective branding enables the easy and quick identification of the company and product in a sea of competitors

– Branding creates loyalty

– Branding allows the establishment of premium pricing

– Branding guides the development of new products by defining a clear-cut frame work consisting of your company’s values

– Consistent and well-executed branding increases sales

The above experience must be communicated well. Effective and efficient communication is key to reap the benefits of branding.You need to craft the messages you would like to be received and send it out to your target audience.

The brand’s character and target population refers to a specific mix of communication channels.  Choosing sub-optimal channels wastes your valuable resources, because it is a delivery of the message to people who are not receptive. Additionally, choosing channels that create a derivation from the perception of the branding can have damaging effects on your brand and your sales, because your potential and real customers will have a harder time identifying themselves with your brand and ultimately you loose that brand loyalty every strives to achieve.  Brand loyalty is what allows your company to establishing premium pricing for your products, but that kind of pricing is difficult if your customer isn’t there to support this increased pricing.

To sum up, aligning branding and communications is a challenging long-term process, but it is well worth it.

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-and-packaging-10/branding-74/value-of-branding-371-611/

 http://www.economistgroup.com/leanback/channels/brand-marketing-vs-brand-communications/


From Intern to Marketing Assistant

When I started at Media Link in October of 2015 I was a Junior, Marketing and Communications major, at Augustana College grateful for a chance to start my new internship.

Before working at Media Link, I had not worked in the marketing field.  My knowledge of marketing was based on my schooling and personal research, and was nervous that I would not be prepared enough to begin working in the field.

I was right and I was wrong at the same time.  My schooling did well on teaching me the overarching strategies and methods of marketing, but at the same time I lacked the details that I could only be taught while working at Media Link.  The best example of this is when it comes to actually purchasing media.  I understood the basics like markets, demographics, reach and frequency but I had never even seen a media sales kit from a station.  I had never been taught the details of following through with actually making a purchase.

As time went on I started to realize that to learn about a very specific aspect of my field, such as media buying, you need to get real experience.  While working with Media Link, I have been able to learn more about marketing as a whole, but also the details of actually going through all the steps of creating a marketing campaign for a real client.

Now I am no longer an intern, but a Marketing Assistant working part time while finishing up my last year of school.  Now, I look at a media sales kit from a station or creating a new radio campaign for a client as just another day on the job.  I still learn something new almost every day, but I am confident that I have a strong understanding of marketing and its many different aspects.

** This blog was written by Zack Wheeler, student at Augustana College


An Intern’s Perspective

In the classic movie Good Will Hunting, Will was a kid with a genius level IQ and nothing could get by him. When discussing art on a park bench with his therapist, Michelangelo was brought up. Will would probably know everything about the artist; his artwork, political aspirations, relationship with the Pope, etc. Then his therapist told him that he does not know what Michelangelo’s work is really like because he has never actually experienced what it is like ti be inside the Sistine Chapel and look at the artwork and take in the atmosphere. Now I am not saying I am a genius or master at marketing by any means; the connection I am trying to make  here is that you could read every marketing book from front to back, you can listen to every communication lecture offered, but you never know how important and useful the information is until you go out to implement and experience it for yourself.

That is exactly what my time spent at Media Link has done thus far. It has given me great experience. Media Link put me in situations where I had the opportunity to take lessons I learned at Augustana and apply them in a professional setting.

Through the use of Media Link Softwareâ„¢ it became very apparent that marketing is not just something we “do”. You can’t just run one ad in a newspaper and hope to be successful. Ongoing campaigns with good reach and continuing frequency are required if you want more customers in your business. It is an ongoing process that requires a critical analysis of the target market and how to best appeal to them.

I learned that Media Link can find out where a company stands brand wise and what needs to be done in order to get them to where they want to go. Maintaining and keeping track of all the ads that are being run on all of the mediums was once very monotonous, but with the help of Media Link Softwareâ„¢, managing advertisements is more clear-cut than ever. Using it was difficult at first because there’s nothing like it out there, but it is a very beneficial tool to use once you get the hang of it.

None of my class assignments ever had me making taglines or slogans for a company, I only read about it, so when I was given that task it was new to me. I thoroughly enjoyed thinking about the product and tossing around words, phases and ideas to try to find the best way to appeal to the consumer. It was satisfying to know that my words could be the next tagline for this company’s product. It was fulfilling because what I said helped bring business into a local restaurant and the words on the billboard could have convinced someone to stop in the restaurant where I indirectly helped them eat the best meal of their lives.

Media Link might be a small business, but is has a big business mentality.  They have their hands in everything. From posting Facebook statuses for a Doctor to running TV campaigns for restaurants.  Media Link is there with the know-how to get the job done. My internship here at Media Link has provided me with useful experience to further the skills and knowledge I will need to be successful in my future endeavors.

 

** This blog was written by Mike Tortorelli, student at Augustana College and former Intern at Media Link, Inc.


Newest Addition to the Team

We proudly announce our newest addition to our Media Link team: Marketing Assistant, Adrian Wille. After years of living in Europe, the United States, and the Middle East, Adrian decided to settle her in the Quad Cities in late 2013. He is a MA graduate with an economics, business and marketing background.  His strategic and analytical approach to his work is a real plus.

“Adrian’s background and his zest for learning brings a lot of energy to our office.  We’re excited to have him here.  His interdisciplinary thinking is a welcome complement to our team,” says Natalie Linville-Mass, President of Media Link.

“Media Link is different from the organizations I have worked with previously.  It offers exceptional transparency, flexibility and efficient strategic marketing solutions crafted individually to each client,” says Wille.

Adrian is actively involved in our community. He’s Vice President and a Board Member of the Palomares Social Justice Center in Moline. He is also an active member of the Young Professionals of the Quad Cities, the German-American Heritage Center, the American-Scandinavian Association; volunteer at the Komen Quad Cities Race for the Cure; and a proud AIESEC alumnus.15


Circulation and Readership

As a (soon to be) college graduate, interning at an advertising agency has been an enlightening experience. One of the bigger takeaways I’ve had is the different vernacular used by media buyers and those selling media. The two that really stood out to me were “readership” and “circulation”. They originally seemed like they could be used interchangeably, but through my internship, I learned about the differences.

Readership and Circulation help publications, such as newspaper and magazines, decide the cost of advertising. Advertisers also look at these numbers when they are looking to improve the visibility of their product or service. However, circulation and readership are not interchangeable terms and there are differences between the two.

Circulation is the number of newspaper/magazine copies distributed on average in a day. Advertisers need to be aware when deciding which publications to place ads in, because circulation includes both paid circulation, as well as newspapers that are distributed free of cost.

Readership is a calculation based upon the average number of people who read an individual copy of the publication. The number is an estimate of how many hands a copy of a newspaper goes into. The theory is that though a household subscribes to a publication, it is read by multiple people in that household. For this reason, readership is always higher than circulation.

As a media buying software, Media Link Softwareâ„¢ uses circulation in all of their calculations for Reach and Frequency. We use this number on the basis of guarantees.  For example, I can’t prove that for every publication printed, 2.3 people will read a copy. But I do know a certain number of copies will be printed and distributed on any given day.

To learn more about readership and circulation, visit http://www.ads-on-line.com/newbasiccourse/Products/  To learn more about Media Link Softwareâ„¢, call   207-212-5465 or email Courtney@medialinksoftware.com.

**This blog was written by Kelsey Erichsen a recent graduate of St. Ambrose University and a former Intern at Media Link, Inc.


Reaching an Audience via Social Media

Establishing a connection between your brand and your target audience via social media is becoming more and more challenging due to the growing quantity of platforms and respective flood of posts and information.

The goal is to create an exciting post where your target audience will want to engage and share. Determining the platform to best reach your customers is key. You can create engaging content through creating meaningful content, sharing an informative graphic or by posting an emotional video message. Listen, inform and ask questions. Every audience is different and has its own favorite communication channel and style. A mixture of certain platforms and styles can be the best solution.

In the meantime, keep your eyes open for brand advocates. Who are your most faithful and devoted customers? These customers are more likely to share your content, and by doing so, recommend your product and increase your credibility. The same applies to your employees. Let them be a part of your campaign by sharing content with them to increase your brand reach effectively and quickly.

Learn more on reaching your audience via social media from Forbes:

http://www.forbes.com/sites/johnhall/2014/02/23/nice-to-finally-meet-you-3-ways-to-reach-your-target-audience-on-social/


Native Advertising

According to Copy Blogger, approximately 50% of consumers do not know what native advertising is although 41% of brands are already using it. It’s about time to shed light on this topic.

Native advertising is sponsored or branded content embedded into print or online publications. In most cases, it is either a print advertorial or paid editorial spot. Branded infographics or sponsored videos are alternatives. Its main characteristic is that it looks and reads almost exactly like editorial content; yet, it is an advertisement.

Native advertising is somewhat controversial. For example, readers of a scientific publication might not be able to distinguish editorial content from native advertising content. A subtle branded article about the surprising efficiency of a specific diet pill might be mistaken for an unbiased editorial article about the same pills.

Nevertheless, native advertising provides great opportunities to reach the target audience in a manner in which they are already consuming related information; as long as it’s done the right way:

  • Successful native advertising must be transparent. Clearly brand your article, video, etc. Trying to deceive your audience can damage your reputation for good.
  • Content must fit the publication and catch the readers’ attention. Matching the tone of the publication can add additional credibility.
  • Don’t be shy to ask for native advertising, even if a media kit does not mention it. Many publishers are open to it and already have plans to implement it.

For more information about native advertising and examples, see:

http://acsmediakit.org/blog/native-advertising-what-you-need-to-know-for-success/

www.wordstream.com/blog/ws/2014/07/07/native-advertising-examples

http://www.copyblogger.com/native-advertising-2014/