The Bizz by AnyPromo.com

Business & marketing advice, news and features, design inspiration, and the art of gifting.

Recipes to Boost Focus in Meetings: Pumpkin Cream Cheese Bread #RBFM

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By Fausto Mendez

    Pitching to a hungry audience is shooting yourself in the foot, so bring along some tasty treats - preferably sugary stuff - to boost everyone’s focus and mood. It WILL make a significant difference in the success or productivity of your meeting or pitch. This week’s #RBFM sugar spell: Pumpkin Cream Cheese Bread!

    Our favorite #RBFM recipes deliciously mash up two separate concepts, such as cinnamon rolls and cheesecake. That’s because, in a business setting, you definitely want to impress your meeting’s attendees. It makes your meeting that much more memorable. They will always remember that meeting as “the one where I tried a cinnamon-roll cheesecake for the first time.” If you’re making an important pitch, the incoming sugar high could be the difference between a success or a failure. 

   Anyway, let’s bake something. You can thank Recipes Quick’n Easy for original recipe. 

Step 0 - Gather your Ingredients

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+ Filling: eight ounce pack of cream cheese, 1/2 to 3/4 cup of sugar, one tablespoon of flour,one egg, 1/2 teaspoon vanilla extract.

+ Bread: 1 2/3 cups flour, one teaspoon baking soda, 1/2 teaspoon salt, 1/2 teaspoon ground cinnamon, 1/2 teaspoon ground cloves, 1/4 teaspoon ginger, 1/4 teaspoon nutmeg, one cup pumpkin puree, 1/2 cup canola oil, two large eggs, 1 1/2 cups sugar, one cup chopped pecans or walnuts. 

+ Glaze: one cup powdered sugar, two tablespoons half & half, one teaspoon cinnamon, 1/2 cup chopped pecans or walnuts. 

Step 1 - Mix & Preheat

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+ Preheat Oven to 325 degrees. 

+ Grease and flour two 8” x 4” x 3” loaf pans.

+ Start the filling. In a bowl, mix: cream cheese, sugar, flour, egg and vanilla. Mix until it feels pretty smooth, and aim for a “cream” texture. 

+ Start the bread. In a larger bowl, mix 1 2/3 cups flour, baking soda, salt cinnamon  cloves, ginger and nutmeg. In a separate bowl, mix: pumpkin puree, canola oil, eggs and sugar. Now, mix the contents of these two bowls together. Drop in your nuts for good measure. 

+ Step 2 - Prepare for the Bake

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+ Empty half the pumpkin batter into the two loaf pans. Layer on the cream cheese, followed by the rest of the pumpkin batter.

+ Create a marble effect with the cream cheese by swirling a knife in the batter. The goal is not to mix the cream cheese into the batter; instead, the cheese should remain separate from the batter. 

+ Step 3 - Let’s Get Baked!

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+ Bake for 55 to 60 minutes, or until you can stick a toothpick into your bread and pull it out clean. 

+ While we wait for that to finish, let’s make the cinnamon glaze. Take all the ingredients for the cinnamon glaze and mix them together. Add more cinnamon to darken the glaze. 

+ Pull out your bread. Let it cool for ten minutes or so. Now, drop some glaze on that B, and drop in your nuts for good measure.

Step 4 - Assimilate

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+ First, I should warn you that fireworks may shoot out of your mouth during consumption, so keep a fire extinguisher on hand. 

+ Once you have your extinguisher, grab some bread, and put it in your mouth. I guess you can save some for a friend or whatever, but I wouldn’t blame you for being selfish. Oh yeah, don’t forget to save some for your next meeting, or… never mind, you’ll probably have to cook another batch.

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com, the Web’s low-price leader in promotional products. 

Finished Work: Custom Notebook w/ Strap Closure and PVC Cover

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    Our partner AnyPromo.com is a promotional products retailer/supplier, and the company’s graphic artists love to show off their finished work. This is just another design of the many, many designs they finalize on a daily basis.

    L3 Technologies of of McAllen, TX is purchasing a fat stack of custom, high-quality, 5” x 7” notebooks featuring a strap closure. With the cloth bookmark, this 80-page notebook is the perfect note-taking companion for any professional, and the PVC cover will help the notebook last well beyond the lifespan of the notes inside the book. 

    Though these books may be used internally, they are also the perfect promotional giveaway for past clients, potential customers, loyal partners and generous vendors that take note-taking seriously. The recipient would appreciate the high-quality, long-lasting nature of the notebook, but more importantly, your company’s logo and message should be often viewed by the owner of the notebook and everyone around him or her. 

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. 

Finished Work: Jumbo Tote Bag for the YMCA

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By Fausto Mendez

    Our partner AnyPromo.com is a promotional products retailer/supplier, and the company’s graphic artists love to show off their finished work. This is just another design of the many, many designs they finalize on a daily basis.

    The YMCA of Somerset Hills reached out to us this week for a low-cost, high-quality and lightweight promotional tote bag. It’s a rather simple project, and the Y’s imprint is a mere one color. Still, we’re excited and honored to serve such a well-known and established organization, such as the YMCA. 

    Promotional tote bags are some of our hottest sellers, and this one is made of eco-friendly and non-woven polypropylene. The bag opens to reveal a ten-inch gusset, and its face measures 13”  x 15”. A removable insert for the bottom keeps it sturdy and flat when lifted off the ground. The reinforced handles measure 20 inches from one end to the other, so this promotional tote is rather easy to carry. 

    Our clients love to hand out promotional tote bags at industry events, trade shows and corporate meetups because most attendees don’t bring bags to these events, but it’s pretty common for businesses to offer attendees informative media, free gifts and promotional giveaways. Of course, two hands can only hold so much. As a result, people really appreciate a nice tote bag, and if you flood the event with your bags (so that your logo is visible no matter where people look), you WILL make a lasting impression on the attending audience. 

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

Three Critical Tips to Write Better Marketing Copy (Slogans, Email Subjects, Ad Copy, Etc.)

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By Fausto Mendez

    Whether it’s a brand slogan, a promotional giveaway, a marketing email or a highway billboard, the best marketing copy is rather short and simple, but it can be far from easy to write. Effective marketing copy can take a long time (maybe even several days) to produce and revise, and it sometimes requires a draining amount of frustrating effort. But improving your copywriting skills can add a significant boost to your business’s success, so it’s important to continuously refine and hone your work.

    I’ve recognized three key principles throughout my career that have helped me improve my copy over time. Keep these principles in mind the next time you write to help you boost the quality of your work (see the #copywriting tips page for more)

Don’t Start with Words

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+ Don’t start with words; start with a feeling. You shouldn’t write if you don’t know what feelings you want to evoke, but if you identify and target a specific feeling, such as relief or confidence, you’ll have a much better idea of what you are really trying to say. After all, that’s the point of marketing copy (to evoke or sell a specific feeling, not really the product itself). People don’t care much for products or services, but they love the good feelings certain products or services bring them.

+ The example above doesn’t feature any marketing copy, but it does a good job of evoking the the childish joy and wonder of one’s imagination. Actually, the intentional lack of marketing copy amplifies the feeling, so it’s also a good example of the “less is more” principal described later in this article. 

Short Verbs Are Safe Bets

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+ Get in the habit of starting your copy with an action word; it’s beneficial to your writing process to start your copy with a short verb, such as “win” or “boost”. That’s because good marketing copy gets to the point fast, but the practice can also direct your writing process in a positive direction. You may find that this rule is too formulaic in certain situations, but most of the time, it’s a safe bet - especially if you’re pressed for time and not feeling super creative. 

+ The example above is a perfect illustration of this concept, and it gets right to the point. The feelings being evoked are joy and laughter, and that emotion leaves a positive impression with you as it associates joy and laughter with the name “Chick-Fil-A”. Furthermore, when a customer creates an emotional association to a brand, it makes the brand more memorable. 

Less is More

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+ I can’t stress this principal enough: use less words whenever you can. The shorter your message, the more people will consume it and understand it. It’s not a difficult concept to understand, but it seems to be a difficult concept for newer writers to apply. 

+ In the above Nike ad, the writer could have written: “It doesn’t matter what you do. It doesn’t matter how or why you do it. It doesn’t matter how good you are when you do it - as long as you do it and you do it for yourself.”  But the standard Nike slogan, “just do it”, works much better. It communicates the same message in a fraction of a second, so the team that designed the ad effectively maximized the audience that will consume and understand the ad. 

    Here’s an extra bonus tip that can apply to any creative professional, not just writers: develop amazing, outstanding taste. Simply by improving your taste (for example, learning to enjoy more sophisticated books or higher-quality blogs), you will improve your creative work. That’s because you can more easily and quickly identify bad ideas, so you can trash those ideas before you finish them. The best creatives kill almost all of their ideas, and they only keep a few shining gems to refine. Similarly, you should find a thick pile of unused ideas in your trash bin at the end of any writing session.

    For more copywriting advice, check out "10 Ways to Improve your Marketing Copy."

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

How Social-Media Marketing Boosts Sales by 30% in the Video Game Industry

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By Fausto Mendez

    The effectiveness of SMM (social-media marketing) is a widely debated topic, but the video game industry is done with that debate. And its verdict is in. It turns out SMM may be its most powerful marketing channel yet. 

     Twitter broadcasts over 400 million tweets everyday. That’s a lot of talk - most of it gibberish, but the video game industry is learning that guiding those conversations towards upcoming video-game releases has a very significant impact on sales, according Twitter and Deloitte LLP. Twitter UK commissioned Deloitte LLP to measure the impact of those 400 million daily Tweets on the sales of 100 best-selling PS3 and Xbox 360 games, and you can see the results for yourself in the full infographic below (click to enlarge it). 

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The Lesson: Creatively Integrate Multiple Channels in Your Marketing Campaigns

    The point is not to rely solely on Twitter - or even social-media marketing - but to shape your campaign using a variety of tools that guide your audience towards positive online conversations about your products or brand. 

    Now, let’s use this lesson to design an effective marketing campaign for a company like Rockstar, maker of the famed Grand Theft Auto series. As a marketer for a major gaming company, you have to think bigger than an unforgettable TV ad, a beautiful billboard, a hilarious Twitter author, or a well-designed Facebook page. You want to design marketing tactics that start conversations that move to and from various marketing channels. 

The Example: How to Move Customers From Channel to Channel

    For example, you might design a set of TV commercials that confuses and surprises viewers. Throughout the commercial, you’d display a unique hash tag at one of the corners of the screen. The confusing ad would encourage users to search for the video or the hash tag online. The confusing ad also airs between 4PM and 8PM because that’s when the target audience watches TV. By 9PM, the audience is most likely playing video games and/or browsing the Web.

    At this point, those gamers that aren’t gaming are probably searching for the video or hash tag in order to discuss it and share it with their friends. After discussing with their friends, they probably want more information, so they would search for related websites later that night. This campaign would have three important effects.

+ By adding social and online components (that are easily searchable and sharable) to the TV ads, the ads are viewed by many, many more people than if they were developed without those social and online components. 

+ Conversations with friends about upcoming games has a more powerful effect than ads that intrude on the audience’s time and attention. Friends are often entertaining, welcomed participants in such conversations. Ads that try to dictate how you think, on the other hand, run the risk of being an annoyance if they appear in the wrong situations. In other words, your friends’ excitement for the next Madden NFL game is more effective than a tv ad for the same game, but the conversation that exposed you to that excitement may have never occurred if it wasn’t for the TV ad in the first place.

+ The search-engine performance of your website is increasingly becoming dependent on the performance of your social-media profiles and content. As your profiles and content are shared across social-media sites, your website’s SEO grows too, so by catalyzing conversations that involve your social-media profiles, critical keywords and links to your website, you should increase the traffic that your website receives from search engines beyond the traffic that arises from curiosity just after a new ad airs. 

Why does it work?

    In the previous example, the process starts in the living room. That means you have to know when your audience will be there. If you do your homework, your customer will see your ad on TV at the perfect moment. They would then search for your hash tag or video online (which would cause the initial search-engine traffic boost). As the audience start conversations about the video and any related content, they would share this content on social networks, and then you get a second search-engine traffic boost as Google notices that your brand name and content are being shared on social-media sites. As excitement, rumors and information spreads, sales grow. Just rinse, and repeat.

    Whether you’re ordering promotional products for a trade show or finalizing the details for your next TV commercial, a strong and wise marketing campaign can go a long way. Take notes, people!

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

#Marketing #Infographic: The #Psychology of #Color

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By Fausto Mendez

    Colors are a critical factor when designing ads, branding materials and marketing campaigns. That’s because, whether you know it or not, colors can evoke certain moods in most people. Colors can even stimulate your appetite!

    We stumbled upon this fascinating infographic on the impact of colors on consumer behavior. The whole thing is rather interesting, but we were really moved by the following facts (check out the full infographic below - click to enlarge): 

+ Colors can improve comprehension, learning and reading ability in individuals.

+ A significant majority of consumers make purchasing decisions based on color alone.

+ 93% of consumers buy products based on visual appearance.

+ Strategic use of colors increases the rate that people pay attention to ads.

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    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com. Thanks to Web Page FX for the image.

Finished Work: 32 oz “h2go” Water Bottle for the Harrington College of Design

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By Fausto Mendez

    Our partner AnyPromo.com is a promotional products supplier/retailer, and the company’s graphic artists love to show off their finished work. This is just another design of the many, many designs they finalize on a daily basis. 

    We’re more than honored, happy, and proud to serve the Harrington College of Design with a fat order of custom promotional water bottles to be distributed on campus. The bottle features one of the school’s more inspiring and motivating slogans, “I am a 100% designer,” and it’s topped off with the school name/logo at the very bottom . Below, you can see the same bottle with the Monster logo.

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    Though water bottles are more of a sports or outdoors item, any recent college student can attest to the popularity of reusable water bottles on college campuses. They’re just as useful - if not more useful - outside of the gym as active and mobile students need to stay hydrated to push their minds and bodies to the limit.

    AnyPromo also carries a wide variety of education promotional products, or products that can be used for promotional purposes within an educational setting, and with a catalog of about 50,000 products spread out across several categories, we guarantee you will find a suitable promotional giveaway that is perfect for your circumstances.  Need help choosing the best promotional giveaway for your brand? All you need to do is to contact your Customer Care Representative for advice, and she will happily reply with a list of suggestions. 

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis.

An Email Marketing Tactic that Works Really Damn Well

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By Fausto Mendez

    Email marketing is a tricky beast to tame. Effective tactics vary from business to business, so A/B tests and audience surveys can work wonders. But some basic strategies exist that can unlock big rewards if you execute them well - no matter your industry or audience. A recent EDM campaign by REI is a perfect example.

    This morning, I stumbled upon a great piece at Freelance Writing Solutions on follow-up marketing emails that seem to be working pretty well on customers that made recent purchases at REI. Below, I break down the story to the basic details, but the whole thing is worth a read if you have the extra time.

+ The author of the article recently purchased a pair of cross-country skiesat REI, an outdoor-equipment retailer with a lot of street cred within the outdoor-sports community.

+ Approximately three weeks after purchase, he received a follow-up email from REI. The message congratulated him on his recent purchase of skies, and it included some very helpful articles, including how-to guides on equipment cleaning & maintenance and a web-based tool that displays snow reports at your favorite ski spots.

+ The customer felt like REI was paying attention to him because REI knows that he didn’t purchase downhill, or mountain, skies. Also, the email marketing team at REI did a great job at guessing exactly the kind information a recent purchaser of cross-country skies might need. Actually, that customer didn’t even know he needed some of the information in the message, so it was a welcome surprise overall. 

+ This marketing email is not designed to immediately catalyze purchases. Unfortunately  a lot of marketers expect instant results out of every message sent to subscribers, but this message has a much greater, longer-lasting effect. The effect this message seems to have on the customer is that it builds a relationship with the customer, increasing brand awareness and brand appreciation in the process. As a result, his next outdoor-sports purchase will probably be at REI. 

    The story illustrates the importance of building long-lasting and close relationships with your customers - not just through email marketing but through any and all available channels. More importantly, email marketers need to exercise more out-of-the-box creativity to find the best ways to do this.

    It’s a great idea. No doubt. But we suggest a few more tips that’ll help you make the most out of every EDM:

+ Stay visual. Effective web marketing is always mixed in with amazing graphics, photography and lay-out design. Rely on a tried-and-true graphic designer to help you achieve the best results.

+ Though your graphic artist has a great eye for visual design, he’s probably not a great marketing manager. The same can be said about your customer service reps and salesmen. The EDM campaign as whole, including message and content, should be managed by a well-trained marketing manager that can easily see the world through the eyes of other people. 

+ The subject line is critical! This text is the first thing the customer will see, and it will literally determine whether or not the customer opens the email at all. It may even encourage customers to label your messages as spam, which can weaken your delivery rates in the future. In other words, you can build the best EDM emails that have ever existed, but if the subject line is weak, no one will even open it in the first place. 

+ Seek the opinions of an outside consultant with a fresh and unbiased view of your business. This consultant can offer answers to confusing issues that you would have no idea how to approach, such as: low deliverability rates, IP address issues, domain issues, choosing the best email service provider for your current circumstances, A/B testing, blacklists, whitelists, changing privacy laws, and much more. If a consultant is out of your budget, you may consider signing up with an email service provider, SEO firm or marketing company with an EDM specialist on staff that you can call upon when you need help. 

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

Businesses Are Losing the Right to Ask Customers for Zip Codes? Yes, But It Doesn’t Matter.

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By Fausto Mendez

    It’s expected that businesses make some kind of effort to obtain the personal info - including phone and address - of their customers. That’s why I was surprised to hear that it’s becoming illegal for businesses to ask for customer zip codes in the US. It was even more surprising to me when I learned that this has been illegal in California since 2011.

    Now that I think about it, a business hasn’t asked me for my zip code since my college days. That’s because California considers zip codes to be a critical piece of identifying information, and with just your zip code, they can accurately guess your home address and phone number. Whether you like it or not, it seems that as California goes, so does the rest of the nation. Massachusetts is the next state that’s outlawed the collection of zip codes during customer transactions, and there’s no reason to assume this trend will reverse itself anytime soon. Fortunately for marketers (and unfortunately for consumers), this isn’t a big deal. Consumer information is more available than ever.

    The rise of online marketing and social-media marketing makes these laws irrelevant. Let’s put it this way: if a marketer gains access to your Facebook profile, they probably have a lot more on file than just your zip code, phone number and home address. And by connecting with you on Facebook, they have a much faster and more convenient way of communicating with you than annoying junk mail or telemarketers. 

    As a result, these laws are generally perceived as good for the public, but they won’t protect consumers’ info from prying eyes - at least not in this day and age. The new laws may force marketers to rely on the online world even more, and in the digital realm, it’s much easier to get the same info and a lot more. In the end, these laws only coerce businesses to rely on easier and more effective web-based methods. Though that’s great for the marketing industry, consumers are not receiving any effective protection by the passage of these laws

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

(Source: Business Insider)

Finished Work: Promotional Cutting Boards for Milk Bone

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By Fausto Mendez

    Our partner AnyPromo.com is a promotional products supplier/retailer, and the company’s graphic artists love to show off their finished work. This is just another design of the many, many designs they finalize on a daily basis.

    Milk Bone® reached out to us for a promotional cutting board this week, and we’re honored to be approached by such a high-profile client. The above image previews the final design. This promotional product features full-color digital printing, so you’re not limited to by color and design. Check out the official product page for more details. Below, you can see a finished version of this cutting for another client.

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    Promotional cutting boards are ideal for office lunch rooms. Visit clients and leads, and offer a promotional cutting board as a gift. It’ll serve as a friendly brand reminder, but it’ll also send the message that you really value this client and its business.

    In the end, you’re only limited by your creativity. The effectiveness of your promotional giveaway is dependent on your plan of approach as much as it depends on the product itself. 

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis.

The Best Way to Deal with Difficult or Mean Clients

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By Fausto Mendez

    Business is business - until it gets personal. Actually, when big money and reputations are on the line, it’s almost always personal. It’s really easy for your clients to step on your toes (or the other way around), but no matter who’s at fault, you need to be ready to deal with moody, rude or emotionally unstable customers in a positive and calm way that moves you closer to your business goals without sacrificing top-tier service.

    Law firms are a perfect example of a business atmosphere that is bursting with emotions. When you’re serving a client that’s on the verge of losing his house, business, freedom or a ton of cash, it’s silly not to expect some frustration to surface in ugly ways - not just from the client but perhaps from yourself too. That’s why the Harvard Business Review's Mark Goulston is sharing the lessons he’s learned as a lawyer who’s served some of the rudest and downright meanest clients in his industry. His entire article is worth a read if you have the time, but we break down his advice to some actionable basics below. His tips can apply to any industry, so take notes. 

+ Start out by preparing yourself for the worst. Don’t expect your clients to respect you. This attitude prevents clients from surprising you with outbursts or insults.

+ If your career requires you to deliver really bad news to clients, it’s best to ask your clients how to approach them with bad news. When the time comes, bring up your previous conversation about how to deliver bad news, recap the client’s advice on delivering bad news, and then deliver the bad news in the way the client recommended.

+ In the event that insults come your way, detach yourself from the insults. It’s much easier said than done, especially when you’re caught off guard, but that’s why your start by preparing for the worst. It’s also important to keep in mind that the client doesn’t really know you as a whole person, so insults, in this case, are just a symptom of frustration. 

+ When shit finally goes down, the client may insult you, yell and maybe even threaten to fire you. Your ego won’t want to take it, and you may be tempted to yell back. Don’t. Just take a deep breath. Look them in the eyes, and pause. Though it’s not acceptable behavior, now would be a good time to remember that circumstances can drive anyone to behave this way.

+ When the insults finally come your way, ask a question that forces the client to examine and repeat what he or she just said, “do you really believe what you just said?” Another great question: “What was that all about?” Chances are that they expect you to fight back, so they won’t know how to respond.

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

Marketing Case Study: Weight Watchers Leads the Weight-Loss Race

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By Fausto Mendez

We love to break down complex marketing campaigns to uncover the core motives of human behavior that fuel corporate success. This week, we’re analyzing Weight Watchers and the company’s classic marketing techniques. 

    Weight Watchers continues to dominate the weight-loss game with over $1.2 billion revenue each year and 8 million website visitors per month, and it’s closest competitors are about a third of its size. This constant success stems from a solid product that delivers results, but behind every great product is an even greater marketing campaign. Below, we break down the principles that made and continue to make the company’s marketing campaigns so damn successful. .

+ Sell the consequences. The average Weight Watchers customer isn’t interested in the product itself. Actually, the idea of self control is scary or boring, so why are people lining up for a membership? They want the consequences associated with that self control. They want the success, intimate relationships, fitness, appearance, money and whatever else results from losing weight, and they want to eat what they want while getting it. Weight Watchers sells the consequences, not the product.

+ Sell happiness. Weight Watches sells happiness, not a weight loss system. Similar to the previous point, the idea is to focus on the internal (emotional) results, not the actual product. 

+ Offer a test drive. Weight Watchers allows prospective customers to “join” the service for free. Furthermore, Weight Watches doesn’t force prospective customers to hand over a credit card number to do this. This style of free trials produces about a 30% conversion rate, which is not bad at all. 

+ Make it easy. The PointsPlus system makes it easy for customers to track calories without actually tracking calories. Sure, it’s based on basic nutritional science, but the target audience hates learning. PointsPlus is much easier in the short term. 

+ Exclusive products make it hard to leave the proprietary system. Weight Watchers sells (and sometimes gives away) PointsPlus calculators, snack foods, frozen meals, ice creams and other products that make it even easier to track calories. These products actually serve a brilliant marketing purpose because they: 1. boost brand awareness at key locations within supermarkets (where the target audience spends a lot time) and 2. make counting calories the traditional way even more tedious. 

+ Seek out new audiences. Your audience can get stale if you don’t actively court new targets. Weight Watchers recently started marketing to men, but they don’t expect men to show up at the meetings where 90% of the attendants are women. As a result, the company launched online tools and mobile apps that help men diet on their own - since men often prefer to diet alone. 

    As a marketing professional, it’s hard not to get jealous when a company’s marketing campaign is consistently successful, but that’s why we’re here to break it down. Happy hunting! And thanks to  Marketing Profs for the core data

    Join the conversation on Facebook, Twitter, Pinterest, Google+ or Linkedin, and stay ahead of the game with an occasional laugh and non-stop marketing & business advice, news and analysis. Brought to you by AnyPromo.com.

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