Importance of testimonials

Here is an article from Entrepreneur.com on the importance of testimonials. We are big on testimonials and this article illustrates what we already know. So, why are client testimonials important?

Testimonials carry a level of credibility because they come from someone who has direct experience with your product or service. Consumers generally place more trust in testimonials than they do in a business's marketing message. They believe that the average person is unbiased and has nothing to gain from providing a testimonial. The business stands to gain--or lose--everything, so its own words are seen as less trustworthy.

Recognizing consumers' skepticism, some businesses make a practice of asking for customer testimonials. Ditto for businesses that serve other businesses. If anything, a business can be an even more demanding customer than an individual consumer because it has its own reputation and ability to function at stake. Thus, a written testimonial on professional letterhead from one business to another is a powerful word in your favor, especially if the business represented on that letterhead is highly credible.

Google Wave

Very interesting. It's a little long but worth watching. Google Wave is impressive indeed.

Marketing to 50+ year-old women

I found a site I like. Not so much for the content (I'm a 31-year old male, I don't think they even want me reading the site) but because of the idea. When you talk about marketing there is a large group of people that is overlooked: Women over 50 years old.

Women have more purchasing power than ever and in most cases make a lot of purchasing decisions for the household. At least in my folks' house that's the way it goes.

So check it out, it's called VibrantNation.com.

TV business headed for newspaper-like fate?

According to Henry Blodget of Ad Age, the television business is in denial. Since their revenues are still holding strong, they are assuming that they'll be fine. He says that the television industry is where the newspaper is five years ago. And I can tell you that's a bad thing.

Here's the problem, according to Blodget:

As with print-based media, internet-based distribution generates only a tiny fraction of the revenue and profit that today's incumbent cable, broadcast, and satellite distribution models do. As internet-based distribution gains steam, therefore, most TV industry incumbents will no longer be able to support their existing cost structures.

Specifically, TV business models for the past half-century, from broadcast to cable to satellite, have been built on the following foundation:

* Not much else to do at home that's as simple and fun as TV.
* No way to get video content other than via TV.
* No options other than TV for advertisers who want to tell video stories.
* No options other than cable -- and, more recently, satellite -- to get TV.
* Tight choke points in each market through which all video content has to flow (cable company, airwaves), which creates enormous value for the owners of those gates.

And now, slowly but surely, look what's happening:

* Other simple and fun options emerging at home: internet, video games, Facebook, IM, DVDs.
* New ways to get TV content other than traditional TV companies: Hulu, YouTube, iTunes, Netflix.
* Video-story options for advertisers beginning to emerge: Hulu shows, for example (but NBC, et al., make a lot less per viewer than they do on TV).
* More options for getting video content: telcos, cable companies, wireless companies (soon).
* Fewer choke points in each market: With an internet connection anywhere in the world, you will soon be able to get to almost anything. And not just to your computer -- to your TV.

He makes a great point. The internet will eventually run everything and if people don't make adjustments to their business models, then ask the Boston Globe what will happen.

Cleveland promotional video part 2

This one is hysterical too:

Cleveland promotional video

This is hysterical. This is the first of two "hastily made" Cleveland promotional videos. As a comedian, this is exactly the type of thing you should be doing to promote yourself. These things are viral and expose you to wayyyy more people than if you just hammered the club circuit.

Online video is a great ad tool

Entrepreneur.com offers some help in jumping into the fast-growing world of online video advertising. We agree that getting involved with YouTube and the like are great value. And the way things are now, value is a good thing.

1. Get targeted. Online video ads must be highly targeted based on the content being delivered in the video. This is the challenge for advertisers, who must find ways to locate relevant content for their target audiences and then create complementary ads that add value to the viewing experience rather than simply delay or interrupt it. Online video viewers move faster than television viewers. An irrelevant ad can do more harm to a brand than good. Small startups, such as PlaceVine.com, are working to meet that challenge by providing a place for online producers and marketers to connect. Furthermore, ad networks and serving companies such as LiveRail.com, BlackArrow.tv, Brightroll.com and YuMe.com can help you place your ads for maximum return on your investment.

2. Go against tradition. The companies that learn to use out-of-the-box thinking for online video advertising and challenge the traditional online advertising methods will reap long-term rewards. Online video viewing is on the rise, but consumption habits are still evolving. What works on television won't necessarily work online. Instead, throw out the 30-second commercial and get creative.

For example, rather than simply republishing your existing TV commercial in its entirety online, try a short ad that focuses on a single message of less than 15 seconds to appear before the start of an online video (called a "pre-roll" ad). Or try an animated overlay (which appears at the top or bottom of an online video during a targeted portion of that video, where viewers can click on it for more information). Work with a knowledgeable online video production company such as PixelFish.com or TurnHere.com, which can help you create the best type of ad to meet your goals.

3. Be integrated. Online video advertising can't be a stand-alone effort. Instead, it must be part of an integrated marketing plan to achieve maximum effectiveness and success. It's just one small piece of the puzzle, but that piece is growing in importance every day as more and more consumers shift to online video from other media. The question is whether you're going to get creative and be first to catch their attention through online video advertising or if you'll have to play catch-up later. Consider Miller Brewing Co., which stirred up buzz after airing a one-second commercial during the Super Bowl that was closely integrated with the brand’s online video advertising, website, social media support and other promotion efforts for the Miller High Life brand. In other words, create an online ad that works with your other marketing efforts to develop a seamless, targeted message to boost response rates. Repetition and consistency through various media can deliver big results.

Air America reaches agreement with Bonneville

Liberal talk radio network Air America has reached a local agreement with Bonneville International Corp in Washington, DC.

Under the terms of the agreement, Air America will be begin broadcasting their programming on local 1050 AM in mid-June (or thereabouts). Air America will essentially lease the call-letter-less station from Bonneville and handle all programming, management and ad sales.

Conservatives in Washington rejoice!!!