To help you improve online results, we’re sharing our SmartMarketing™ 9 Essential Steps of Online Advertising. They’re based on what we’ve learned about the foodservice industry and advertising effectiveness through 29 years of partnering with leading food and equipment clients.

1. Identify potential winners that target your key prospects: More than 90 online eNewsletters and Web sites reach the foodservice industry. Many are segmented to focus on, for example, emerging or quick serve chains, independent or non-commercial operators, distributors, dealers or consultants. Develop a weighting system to make an apples-to-apples comparison and select the best online candidates to reach your key sales targets.

2. Evaluate Web sites vs. eNewsletters: Once you’ve narrowed the field, ask each eNewsletter publisher to break out the details of its opt-in subscriber base, and each Web site publisher its site visit analytics, optimal impression levels, ad placement options, editorial tie-in opportunities, placement availability and pricing. Evaluate audiences, impact and pricing.

3. Buy smart. Consider results vs. impressions and negotiate from knowledge. Like all advertising, your media buy should be based on your goals. Define who you want to reach, how many people you want to reach, the message you want them to hear, the action you want them to take. Are you targeting a big audience and seeking exposure or trying to solicit a specific action from a small, high-value audience? A high-cost placement that achieves your goal can be measured for ROI. An inexpensive ad that fails its goal is a wasted expense.

4. Plan ahead. Growing demand and limited inventory online means longer lead times than print. Premium positions go quickly, so set your strategy and execute your buy well ahead of time. Plan ahead six months or more on popular venues.

5. Optimize ad format. Compare text to graphics, animated to static, fixed to expanding. Often we’re asked what singular ad format works best. The answer is going to be driven by a number of variables. What is your message and visual? What is the site format? Where on the page will it appear and what will it appear near? Study basic interactivity data for various ads running on the site – just don’t forget to analyze the creative, too. Poor creative performs poorly in most configurations.

6. Test creative. Too many times, we see ads that are well-targeted with ineffective creative. Take advantage of the measurement tools at your disposal to test multiple creative options.  Then, once you’ve chosen a winner, track prospect clicks over time. Don’t let the ad get too stale before you introduce new creative.

7. Optimize ad size and orientation. Too small and you’ll be ignored, too big and you’ll waste budget. Start with numbers 5 & 6 of this guide then, for your chosen vehicle, test a couple sizes (options are typically not infinitely variable, so the publisher will already limit the sizes). In addition to sizes, test vertical and horizontal configurations. Even incremental differences in results can amount to measurably higher ROI, especially in a high-volume campaign.

8. Provide a landing page that delivers the goods. Where does your ad go? If your ad promotes your new Widget 3000, when someone clicks on it, they should be taken directly to information on the Widget 3000. Not to your homepage. Not to your online catalog. And not to a general contact form. If this page does not exist on your site, create it and make it worth the click.

9. Measure and adjust. Online measurement takes the guesswork out of ad performance. Your goals should dictate what metrics are most important. You can track views and clicks at the ad. Particularly with newsletters, you can often get a snapshot of who interacted with your ad, typically by job title, or company, or region or any of many other metrics publishers gather about its registered newsletter recipients. For the prospects you drive to your site, the measurement options increase exponentially — base what you measure on what you want to achieve.

These 9 essential SmartMarketing steps for online advertising will help you set a baseline for performance and subsequently drive incremental improvement through a cycle of measuring performance and adjusting variables.

We know the process can be a little overwhelming, so if you need a hand planning and executing your online advertising program, we can help.

The thing is I’m not yet on Google+. Doesn’t exactly qualify me to blog about it, does it? Not in specifics, but as a person who has a need to communicate and receive relevant communication from other people, I think it does qualify me.

Like everyone else, I receive and communicate thousands of messages everyday. “Good morning” to my wife (personal face-to-face communication), quick update on the “news” courtesy of Matt Lauer (broadcast communication), “grande decaf, room for milk” to the Starbucks barista (transactional face-to-face communication), email review, check Twitter, staff meeting, return client call, etc., etc., etc.

Most of these interactions are so ingrained, I’ve never contemplated them being conducted digitally. The fact is, even the commonly conducted digital communications, email, blogging, Tweeting, LinkedIn, Facebook, etc. seem like related but separate activities to me.

So here’s the question: would you eschew other “online communications” avenues and even some traditionally analog ones and concentrate all that activity in Google+?

Is that just feeding the potential for creating an evil (or eviler, depending on your views) Google empire? Something on an even bigger scale than Microsoft enjoyed for decades (and still does to a great extent in desktop computing)?

Or does it make sense? You’re going to conduct these communications either way. They’re online somewhere and don’t belong to you anymore as it is. Wouldn’t it be more convenient to consolidate them? Then you would have more time for leisure (oh yeah, that old myth again!)

I don’t know what will ultimately come of Google+ — I’m not even registered for Google+, after all — but as improbable as it may seem right now, I don’t think it’s too much of a stretch. If it’s well executed. All the risks aside, I think people are willing to sacrifice some control and (lots) of privacy to make their lives easier.

Not only do I think it’s possible, I think it’s inevitable. Maybe not on Google+. Maybe it will happen on Facebook or some other network we haven’t even seen yet. It’s happening in other aspects of life: subscription services (phone, internet, TV), city services (regional collaboration between police, fire, sanitary, etc.)

The most recent proof I can point to is the smartphone. “Experts” talked about convergence for a long time before it happened. At any point, did you think it was silly to attach a low-quality camera to your phone? I remember saying, “why in the world do I need the internet on my phone?” And, in the beginning, we were right, those things were stupid. My actual camera was much better than my phone and the time it took to type out a URL on my phone wasn’t worth the trouble. So what changed?

The execution got better. Sure, my actual camera still takes better pictures, but they’re not so much better and my camera can’t upload those pictures to the cloud, my Flickr account and send them to my wife with a few presses and swipes. My iPhone can though.

So, Sage Lewis, my answer is (conditionally) yes, I believe Google+ if it’s well executed will become a communication hub for people. (can’t wait to read this again in 5 years…)

What do you think?

Each one did just one thing, each one was simple in its construction and each one solved a problem that restaurant operators have accepted as normal for decades.

That last part, “accepted as normal,” is really important.

Too often, we let the customer, the market, the situation, etc., define the problem, then we go about solving the problem they’ve defined. We learn to ignore things that at first seem illogical, incomplete or inconvenient.

To be truly effective, sometimes we need to step back and forget a little bit – or a lot – of what we accept as normal and take an unbiased look to idenfity the problem.

Without knowing then how well it would serve me in business, I learned the best way to do this in my college newswriting class. The professor drilled into us the basic reporting questions also know as the “5 Ws”: Who? What? When? Where? Why? How?

By systematically answering each of these questions, I’m forced to first acknowledge, then either accept or reject existing assumptions, either mine or someone else’s. For example, let’s say a client or prospect says, “I need a new Web site.”

In this scenario, The 5 Ws must be applied at several levels. First, they must explore whether a Web site is even the right approach. Then, what kind of Web site: informational? Transactional? Social? Then, how will the Web site differentiate itself? And so on.

The entire nature of this approach is on first identifying the problem. The solution and the steps needed to implement the solution are secondary and reveal themselves along the way. Together with the client, we begin better equipped to truly solve a problem and produce value.

That is what impressed me so much about the smart, simple ideas I saw at the NRA Show. Each one is an elegant solution, but more importantly, each one solves a problem everyone else either didn’t see or chose to ignore. Check them out here:

Flat Table leveler identifies and solves the problem of unlevel, rocking dining tables in restaurants: http://www.flat.net.au/

Instant-Off Water Saver identifies and solves the problem of needing to turn on/off faucets in environments that require frequent hand washing: http://www.instant-off.com/

Stove Shoes identify and solve the problem of moving heavy kitchen equipment: http://www.stoveshoes.com/

When should lead follow-up begin? Good lead follow-up actually starts well before the show begins. In pre-show planning, a process can be developed to maximize lead qualification and documentation at the booth. The process should include an examination of exactly who constitutes the best type of show lead, and how to generate more appointments with the best type of lead at the show. Generating more appointments with the right type of lead, if you have a relationship with the prospect, can be as simple as calling them or emailing them prior to the show with an invitation to schedule a specific time to meet at the booth. If you don’t have a relationship with individuals you’d like to meet with, but have identified their general titles or areas of responsibility, then lists of show attendees can be secured and pre-show email and/or high value mailers can be sent with an invitation to visit your booth. The invitation can and typically should include a promotional offer as an incentive, doubling as a vehicle to increase product and brand awareness pre-show.

As an example, for a B2B client that manufactures metal shelving products, we increased the number of qualified sales leads at a major trade show through pre-show direct mail and email targeted to show attendees, using messaging and a specific call-to-action, which creatively tied-in with current branding and a trade show giveaway. Both a postcard and email offered three free inches of storage space (a computer thumb drive loaded with product specifying information) at the client’s booth if prospects registered for the grand prize giveaway. The client received 250 qualified sales leads – double the projected total.

Pre-show planning should also include how to execute on timely lead follow-ups, including providing the right tools, with the right message, at the right time and with the right frequency. There should be a strategic approach to lead follow-up, in bringing prospects through the sales cycle. Based on your particular objectives and goals, follow-ups may include opportunities to call or email prospects several days after the show to schedule an on-site product demonstration or cutting conducted by a local or regional sales representative. As an additional incentive to accept the product demonstration invitation, prospects receive significant “show special” discounts on their opening order.  Post show follow-up can also include opportunities for continuing online engagement with qualified leads. For example, you could tie-in a prospect’s booth visit to promotional or contest activity, including encouraging regular visits to your company’s Facebook page or a dedicated microsite, for a two-to-three week period following the show.

What if your trade show starts in a week, or you’ve just returned from the show and you’re reading this in hopes of finding a way to capitalize on the leads you’ve collected? Not to worry, the above practices can be considered and implemented at some level now. Consider this a test for, and precursor to, making pre-show planning a priority for your next show, in making your lead qualification and conversion efforts even more effective.

SIMPLIFY
SIMPLIFY
SIMPLIFY

Although Jim was indeed a very creative guy, he certainly didn’t birth this concept. In fact, when Jim was a young copywriter for the Sears Catalog – honing Good, Better, Best product copy – his first copy chief constantly demanded he SIMPLIFY, SIMPLIFY, SIMPLIFY. As you can see, there’s some serious provenance to this mantra.

SIMPLIFY, SIMPLIFY, SIMPLIFY obviously drives clarity of creative execution of copy and design. Simplicity should also be a key goal – and unnecessary complexity should be avoided – in strategic planning for many marketing campaigns, as well. In fact, simplicity is the essence of SmartMarketing™ 101.

Just as great coaches focus their team on a handful of fundamentals, SmartMarketing 101 will focus your team on just five crucial decisions:

1. Define target audiences. Segment consumers by demographics, psychographics, media habits, awareness and usage patterns. For B2B buyers, identify industries, company size, channels and titles. Unsure about who buys and should buy your product? Then, market research is a worthwhile investment – at least for each major brand or product line.
2. Identify key messages for each target audience. For each target audience, establish key reasons they buy or don’t buy from you. Identify message content – what to say to hook the client, overcome objections, close the sale. However, it’s too early to address how to say it – creative execution comes later. Include both your marketing and sales teams to contribute key messages. Ask your top customers – informally or through a formal research project.Depending on client requirements, we guide messaging by conducting a Brand Building Workshop to determine a client’s key differentiators, a Messaging Matrix Workshop to identify and align key messages with each target audience, and VIP Customer Surveys to verify how your best customers perceive you and your competitors.
3. Allocate marketing budget to deliver key messages for each target audience based on projected sales. Where’s your low hanging fruit? Best bang for the marketing buck? Based on sales forecasts for each product line and target audience, where should you direct resources to return the highest ROI?The marketing budget for each target audience includes packaging, PR, advertising, social media, Website content, SEO, etc. Budgets for B2B channels and buyers should also include trade shows and sales support materials.
4. Select cost-efficient media to deliver key messages to each target audience. Start with an agnostic attitude and a proven methodology to compare apples to oranges across all available media platforms – print, broadcast and digital. Include person-to-person social networking as well as the online options.
   Seriously consider spending as much as you can on public relations before you spend on paid advertising. PR is your best bet to leverage your budget and return multiples of exposure and impressions compared to what you would get through paid media.
5. Establish goals and metrics for each target audience. Build in measurable goals so that you can determine how well – or poorly – a project or campaign is working. In addition to tracking sales, goals can include an increase in awareness, additional distribution points, specific actions on your Website, and improved rank in organic searches. With today’s technology, you can monitor and adjust campaigns early and often. For B2B also measure increases in sales presentations, proposals and closing rates.

SmartMarketing 101 is a distillation of the complete SmartMarketing System. But, in many situations it is a great start or a sufficient improvement. Just as 80% of your company’s sales most likely come from 20% of your clients, you and your department will be more productive when you focus 80% of your time and energy on 20% of the work that is most important.

Starting up a SmartMarketing 101 program will help focus your resources. Already running a robust marketing program? SmartMarketing 101 will help you focus on the most productive processes and target audiences. Either way, if you agree with SmartMarketing 101, but think there’s a step that’s more important than the five I’m offering, by all means adapt it to your needs. Just keep it simple. Please let me know how you customize, implement and evaluate SmartMarketng 101.

It only took me a second to realize that it should be the latter.

Why? Because I believe the Benghiat blog should make you a smarter marketer.

Now more than ever, people –including you and your prospects – are consuming huge amounts of information. But, the shape of that consumption has changed. The curve is broad and shallow, not narrow and deep.

That means your customers are juggling small bits of information about many things. So what small bits of information are your customers and prospects retaining about you? (Hint: they’re retaining information that is going to: make them money, save them money, save them time, make their lives easier, etc.)

It shouldn’t be too hard to define the 1 or 2 things that set you apart, should it?

You would be surprised.

When we conduct a Brand Building Workshop for a customer, our primary mission is to distill a Unique Selling Proposition about and for their business. Even though we are simply looking for the 1 or 2 things that truly differentiate the company (or a product), it takes hours of structured discourse to arrive at that Unique Selling Proposition.

Why is that?

It’s because all of us invest so much of ourselves into our work. We know every intimate detail of every product, project and campaign. They are like our children, and like proud parents, every one of them and their accomplishments seems special and unique. It’s hard for us to boil something so special down to a sound bite.

I was guilty of this last weekend.

I’m a home theater hobbyist. My mom and dad came over to babysit and my dad picked up the remote control and asked, “How does this work?”

So, I told him.

“Well, Dad, I programmed the remote with my computer so it knows all the commands for each piece of equipment, then I programmed activities, so if I press a certain button, it turns on the needed equipment and switches it to the proper settings. The signal is sent through a receiver in the wall to infrared transmitters. These buttons here control…”

That’s when he interrupted me and asked, “No, I mean, what do I press to watch TV?”

I hadn’t bothered to really hear his question. Like my explanation to my dad, so much marketing doesn’t really answer the right question, which is, “What does it do for me?”

To be effective marketers, we need to step back and view our work as if it was not our own child but someone else’s. It’s human nature to view the world from the inside out. Effective marketers view the world from the outside in.

How many times have you read a brochure/ad/catalog/etc. filled with features and specifications – “made from 18-gauge steel” “roller bearing mechanism” “hand-picked?” If the marketing piece doesn’t first – and quickly – answer the question, “What does it do for me?” the rest of it is worthless.

That’s how your customers and prospects process information about your company and your products. Don’t try to fight it. Exploit it. Make it easy for them. Put it in simple terms. Not everyone is your prospect, but if you communicate well, those who are will embrace you.

So, what does putting it in simple terms sound like? Here’s an example:

The Benghiat Blog will make you a smarter marketer.