Category Archives: Digital Marketing

Digital Marketing Collaborations

Social Media is about connecting and achieving with each other. Together with these groups, individuals and companies, we’ve collaborated to achieve great success in joint projects.

Health Tuned

Health Tuned was created in 2008 by two passionate and caring people, Mara and Bob Laurie.

Their love for life, good health and a desire to help others to be their best, was the inspiration and focus behind the Health Tuned concept.

Their vast experiences in both their sporting and personal career achievements and their care for others have enabled them to work with many different people.

Through their own personal journey, Mara and Bob realised that the abundance of choices available in the wellness area was not only confusing but it was getting expensive; there had to be a better way. Appreciating the many challenges of life, they willingly share their own personal knowledge to help others achieve health and wellness.

Rhino Money

Rhino Money is a mortgage broker with a difference. We are committed to saving you money by selecting the most appropriate home loan, commercial loan or investment loan for your needs.

Our mobile loan service will contact you anywhere with an extensive range of loan products from over 40 lenders. The variety of our loan products and the expertise of our mortgage brokers will ensure that you’ll receive the right loan for you – One with a competitive interest rate and a flexible structure that will continue to be appropriate for your future finance needs. RHINO MONEY also acts as a lender for specialised products including Short Term & Bridging finance solutions (Brokers welcome). Contact us for more information.

SongWorkOut

No matter if you are young or old, a beginner or an advanced player, you are going find something that will help take your playing to the next level. If you are looking for piano or keyboard lessons that will teach you how to play a song, with these online lessons it’s possible to begin today. This site is a place for you to learn how to make a SONG WORK OUT.

For those of you who’ve always struggled with the concept of playing without the sheet music, these video lessons can help you play the song of your choice by ear. For those already playing by ear, it will help expand your playing and give you fresh ideas to help you move forward.

For beginners it is an ideal way to quickly gain an understanding of musical concepts and learn to play songs on the piano or keyboard by ear.

The FREE LESSONS are available to everybody so take a look and you’ll get the idea. Learn a song or two on us!

For more information on all things digital, you know the drill

Meet Mr And Mrs Lohas – They Could Be Your Best Customer

“Times have changed. People are looking for products that offer them a sense of something beyond the ordinary, grounded in authenticity and quality.” -John Marshall Roberts, expert in world view thinking.

There’s a growing group of customers out there who care about more than products. The name that’s been given to them is LOHAS – customers who are choosing Lifestyles Of Health And Sustainability. The Lohas family buys on value – and the values they buy on are their beliefs in the importance of personal, family and community health, environmental sustainability and social justice.

Mr and Mrs Lohas used to be considered on the fringe of the economy, however these days their influence has grown dramatically, now representing more than $300 billion in buying power in the US. As a New York Times article says “They Care About the World (and They Shop, Too)“.  In Australia, the value of the healthier, more sustainable products and services they choose is over at $21 billion.

Your product is more than product – it’s value… Marketers have been emphasizing for years that consumers don’t really buy products, they really buy what those products do for them.  Back in 1986, best selling author Michael Gerber told us in the original eMyth that your commodity might be perfume, but your ‘product’ is romance.

A decade into the 21st century, your product is now about even more than the commodity you sell or what your customer wants from it – now it’s also about the values that it stands for and the ethics of its creation and delivery.  You and your values are part of the whole package.  To engage Mr and Mrs Lohas, you need to offer more than dollar value.  You need to know who you are, what your values are and you need to make sure that your digital marketing strategy tells a truly sustainable story.

If you’ve been putting off developing an explicit statement of your business brand and identity because you don’t think it matters – think again.   If you can’t put into words and images what your business is about and what your purpose and values are, then how likely is it that it’s showing up coherently in your online presence?  Will the Lohas family pass you by because you don’t look like you care?

Branding and identify matter – they’re the coherent, documented core of building your business and getting the right people on the bus and through your door.  If you don’t have a well documented statement of your purpose vision and values, and your digital marketing assets don’t communicate it, then contact us now to book a review.

Find out more about the Lohas family here: http://lohas.com.au/what-lohas

John Roberts is quoted here: http://www.marcstoiber.com/2013/11/17/build-futureproof-brand-build-global-expert-network/)

For more information on all things digital, you know the drill

Are You Ready for Digital Marketing? Lets Start With Your Branding!

Branding

‘A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.’ – Jeff Bezos, founder, Amazon.com

Branding is a blend of science and art. A well-calculated game of positioning where every move is well thought out and consequences are considered. Sometimes you’ll need to go big and risk it all, other times you’ll need to be reserved and hold back. This is where you will need something to fall back on: a list of characteristics for your brand to hold yourself accountable to and which define the path you walk and the moves you make.

What is a brand?

digital marketingThere are many elements that make up a successful brand and not all are the same for every business. What is consistent however is that you, the business owner/leader, have a clear idea of what your brand stands for and why and how you’re going to reach out to your audience with that message. You must become part of your audience’s world and develop that relationship like no other.

It is more than a logo, a campaign or just a company name. It is the total and consistent message linked to your company, service or product that elicits a response from your target market. A brand is the spoken and unspoken promise that you make to your consumer and the outward personality of your company,  service or product.

 Why does branding matter?

Each exposure to your brand is called a ‘touch point’. The more of these the better in terms of deepening awareness of your brand. Each touch point should be congruent with your branding vision so that as a consumer they feel like they are starting to know you, recognize you. By giving thought to who you are and what you stand for, the end goal of building positive awareness that results in profitable customer actions becomes more formulaic than hit and miss.

You are telling the market who YOU think you are. If you’ve done your homework well your message should match the values and identity of your target market. Researching your target(s) and competitors will save you time, money and potential embarrassment in the end.

This worksheet will help you capture your vision for the project:

Branding Audit

Vision
1. Why does company and brand name exist? What is its essential purpose?
2. What motivates and  inspires your employees to work for and remain loyal to your organization?
3. What is your organization striving to become?
4. To challenge and engage your entire team, what is the most important long term goal?

Values
1. What are the fundamental beliefs and principles that stand the test of time and guide your organizations behaviour?

Concept
1. What business are you in?
2. What is the business concept or rationale behind your company and brand name? Why is this important?
3. What is your overriding mission?
4. Why do you think you’re a player in the business you’re in?

Differentiation
1. What is the one thing that makes your organization unique?
2. How do you separate yourself from the pack?
3. What words or attributes would you use to describe your organization? Rank them in order of importance.
4. In which category are you first or would like to be first?
5. If you could own one exclusive word in your customer’s mind, what would it be?
6. What words or attributes do your customers use to describe your organization? Rank them in order of importance.
7. What words or attributes do your competitors use to define your organization? Which ones have the most sticking power?
8. Are there any misconceptions you’d like to see changed?
9. Who are your main competitors? Rank them in order of market importance/influence.
10. What are their respective core strengths?
11. What words or attributes do you think your competitors own in the prospect’s mind?
12. Are your competitors positioning themselves in a particular way? What claims are they making?
13. What are your competitors’ core weaknesses? In what ways are they vulnerable?

Promise
1. What solution do you sell?
2. What problem do you solve?
3. What do you promise and deliver on?

Benefit
1. What are your organization’s core strengths and advantages? Rank them in order of importance.
2. How do you define quality?
3. What are the benefits of doing business with your organization? Which benefit is most important? Why?
4. What are the benefits of your product? Which benefit is most important? Why?
5. Are any of these benefits unique to your organization and product?
6. Do you stress any attributes or benefits that your competitors do not?
7. What are your company’s core weaknesses? What are you doing to address or overcome them?

Motivation
1. Who “purchases” your product? Describe them.
2. What motivates them to buy your product?
3. What are their main concerns or hot buttons?
4. What are their main objections to your product?
5. Who doesn’t buy your product, and why?
6. Are there other gatekeepers and influencers in the decision making process? Describe them.
7. What are their main concerns and hot buttons?
8. Who are the “users” of your product? Describe them.
9. What are your users main concerns or hot buttons?
10. What motivates them to use your product?
11. How does your product help users do their job faster, easier and more cost effectively?
12. What are users absolutely tired of or frustrated by? Why do they need your product now?
13. Is there a need or problem users don’t even realize they have?
14. What are your users main objections to your product?
15. Who doesn’t use your product, and why? Describe them.

Expression
1. What is your strategy for retaining customers?
2. What is your strategy for rewarding loyal customers?
3. What is your customer product philosophy?
4. What is your customer pledge or guarantee?
5. How do you define a superior product?
6. How do you evaluate and measure customer satisfaction?

Marketing Channels Website
1. Who is coming to your website?
2. What are people using your website for? What will they want to do there?
3. Does your website adequately represent your brand?
4. Is it SEO friendly?
5. Does it have trackable features (such as Google Analytics) to collect valuable data?
6. Are there any sites you like the look of? Why?

Social Media & Content
1. What is your unique story?
2. What is your brand’s ‘voice’ and ‘tone’?
3. Are you blogging?
4. Are you publishing case studies/white papers?
5. Do you have an e-newsletter?
6. What social media platforms are you using?
7. What sort of PR are you engaged in on a regular basis? (is there anything really unique to your story/people/brand that might attract media attention?)

Offline Marketing
1. Are you advertising in industry publications?
2. Do you use outdoor advertising?
3. Do you have printed collateral?
4. Are any of these more important than others?
5. Which ones have traditionally worked best for you?

Details Dates
1. When would you like to start?
2. When does it need to be completed by?
3. What is your specific reason for these dates? (eg, trade show, product launch, new CFO joining)

Results
1. What is your measure of success for a (re)branding exercise?
2. What are you hoping to achieve? (ie, 20% increase in sales, increase traffic to website by 50%, community engagement around the new product)

So whether it’s a new business, a redefined brand or a sub-brand, the more information you supply, the clearer the picture and better the result. It can be helpful to complete this worksheet with a number of stakeholders so as not to miss any important aspects. But be mindful – too many cooks can spoil the broth!

For more information on all things digital, you know the drill

Digital Marketing – How Do I Make My Business Different From Others?

One of the most important aspects of making a business is learning how to differentiate. To understand a process, the way results are produced, it is primarily most important to understand outcomes — the actual results you would prefer to produce. These outcomes exist within every component of your company’s process, from the very first interaction with a prospective client, all along the value chain, to the last outcome you are determined to produce.

Remember: how you do it is what differentiates your company from everyone else in your industry. You succeed, or you don’t. But, success is only measured by the impact it has on your customer, the emotional impact, the visual impact, the functional impact. An impact your customer has never experienced before.

Your job is to design your company so that it has that impact, that successful emotional experience, that unanticipated result. Differentiation, in layman’s terms, is key. To attain a measure of differentiation that really works, how you do what you do is just as important, and in many cases more so, than the actual deliverable it produces. I know that sounds bizarre on the face of it, but think on it.

Imagine your first meeting with a potential client, where your sales guy, or your proposal expert, is to sit down with your prospective client to scope out what they want.

Imagine that you bring a notepad, to take notes on. Or, perhaps, if you’re a truly sophisticated gentleman, your laptop. (Just play along with me here; I know that what I’m about to posit would never happen in your company, but it does happen to most people in your business.) Imagine the pad of paper is like one your child might buy for school, lined pages, spiral notebook, inexpensive, nothing to write home about. Or, imagine that your laptop doesn’t have wireless, or maybe it does, but you failed to ask your client whether their home is configured for wireless, and, unfortunately, it isn’t.

To sum up, at the very outset of your interaction with a prospect you lost the opportunity to position your company in a way that establishes your authority. Your distinction. Your presence. Your influence. Your difference.

Then the question is, how do you establish your authority? Automatically, without hesitation, so that your prospective client thinks, automatically, without question, “Oh wow! These guys have really got their *$%& together!”

Every single step you take in your business process must be thought of like this. That’s right, every single one.

That’s what it means when we say working ON your business, rather to simply working IN it.
The most competitive companies do this without exception. Everyone else doesn’t. Everyone else simply works IN their business, doing it, always thinking that it’s the price, Jerry, it’s the price. We’ve got to get the price lower to get more business, when in fact, despite what you may think, it is not the price, never has been. The price only becomes significant when differentiation doesn’t exist.

So, a function does trump form. Every time. The way your handle functions, how it processes itself, is what makes your company unique, just as Steve Jobs did at Apple. Take a look at Apple, the most valuable company on the face of the planet. How on earth did Jobs do that?

In exactly the way I’m describing to you here. To accomplish that noble objective you have to go to work ON your company, as opposed to working IN it. Just like Steve Jobs did at Apple. Step by step by purpose, deliberate, highly differentiated step. When we think methodically, we think in two ways: over time, and in time. By ‘over time’, I mean that step-by-step process of completing a goal. A process is, after all, a system happening over time, each step is a system in itself, which is what I mean when I say, ‘in time’.

A white pad of paper is a system ‘in time’. What you do with that white pad of paper happens ‘over time’. In that respect, a script you use when positioning your company is a system ‘over time’ — which is a process through which identifiable objectives are completed, benchmark by benchmark.

A benchmark is an objective, or outcome, with luck reached as you utilize the script. For example, Benchmark One in a sales script might be the agreement attained with your prospective client that by the time the script is done, the both of you will come to an agreement about the scope of the assignment ahead. As you advance in the process, other objectives or benchmarks, or outcomes, will be fulfilled.
What are those objectives, those benchmarks? What choices does your prospective client need to make, in order for the impact you wish to have on him or her to be seen, felt, experienced?

For more information, click this Positioning and Differentiating worksheet done by Michael Gerber.

What are the benefits of Google Business Photos?

google businessMost of us are familiar with virtual tours in the real estate and hotel industry. Virtual tours of various kinds have been around for years but none of them have been linked to such a dynamic tool for customer, client and B2B relationship building. In providing a visual and practical insight into what makes your business tick, Google Business Photos helps people get to know you quickly and make an impact when it counts.

Customers want to make careful choices, demanding trust and transparency online. There’s no better way to show the real you and build credibility to your business brand.

Google Business Photos have numerous cost effective advantages which help your customers reach you and interact in a way that has not been possible up until now. This makes Google Business Photos a must have tool for all businesses wanting to expand their customer reach.

• As a search tool – this is a paid service so Google boosts your search ranking, making it easier for your customers to find you

• Get a street view update – when Google adds your virtual tour online it also updates the street view, perfect for new businesses and /or recently renovated or changed shop fronts (previously this took 2-3 years to be updated)

• As a marketing and advertising platform – GBP engagement allows you to get creative with the way you present your business to your existing or potential clients, embedding campaigns within the virtual tours or allowing the images and tours to speak for themselves *

• Easy to display, portable and interactive – The virtual tour can be easily displayed on existing websites, social media and mobile applications, providing a dynamic interactive window into your brand and expanding your marketing impact

• Lasting impact – Shots can be online for years which is a great marketing investment OR

• Flexible – Shots can be changed for seasonal venues, updated décor and marketing campaigns. Seasonal shoots are also a great way to keep your business up to date and show customers what’s new

• Showcasing and Events- GBP has the ability to put your event location on the map

• Cost effective – Tours can be embedded at no charge on your website or on Facebook and there is no need to pay bandwidth or hosting fees.

• Engage with your customers – Customers experience an online walkthrough of your space, which is the perfect way to showcase the décor, ambience, products and unique qualities of your business.

• GBP enhances your Google business listing – Your interactive image will appear on Google search results, Google+ and Google Maps, helping you stand out and entice online visitors to have a look at what you have to offer.

• Retain visitors – The impact of your virtual tour and feature photographs will increase the time visitors spend looking at your business more memorable.

How does Google Business Photos work?

Professionally shot photos are taken of your business using high resolution, fisheye and other techniques. All panoramic shots for the Google Business Photos tour will be captured with the latest equipment and technology available. There are no ongoing costs and the virtual tour and feature photographs are hosted for free by Google and available 24×7 to the world.

Marketing images included: Professional copyright free “Point Of Interest” feature photographs are added to your Google+ Local page, and high resolution copies will be supplied to you for free for your use in your own online and offline marketing, such as your website or printed brochures.

 

For more information on all things digital, you know the drill

What is Google Business Photos?

Be Found, Be Seen…

Google Business Photos is the seamless evolution of Google Maps and Street View, which allows customers from all over the world to walk around, explore and interact with your business like never before; increasing your Google search ranking in the process!
Once set up, customers can Google your business name or key search terms and a map along with directions, photos and a high quality 360º panoramic virtual tour will appear showcasing the best features of your business. Customers are then able to experience an online walkthrough of your space which is the perfect way to showcase the décor, ambience, products and unique qualities that your place of business has to offer.
The impact of your virtual tour and feature photographs also helps to build trust and connection with your potential and current customers in a more lasting, intimate and personal way, increasing the time visitors spend looking at your business rather than your competitors.

For more information on all things digital, you know the drill

Tourism and Lifestyle Digital Marketing Projects – Holiday Great Ocean Road

Bridging the gap between company and customers, Mad Scientist Digital has helped our clients to grow and extended their influence online. Each a unique business, each requiring an individual solution. For more information on Our Clients you know what to do.

Holiday Great Ocean Road

holiday great ocean road, mad scientist digital clients, mad scientist digital tourism and lifestyle projects

Holiday Great Ocean Road is a specialised property management and booking service for the Great Ocean Road region. Tourism is our core business and we would like you to benefit from our 25 years of successful tourism industry experience in the region. Operating locally from Apollo Bay, Holiday Great Ocean Road manages select properties in a range of iconic Great Ocean Road locations and focuses on delivering outstanding product and services. Most properties are cleaned and maintained by Holiday Great Ocean Road staff, ensuring that  each property is presented to its best.

Written by Holiday Great Ocean Road

Johanna Seaside Cottages

Johanna Seaside Cottages is a unique coastal property located just off the Great Ocean Road. Established in 1985 by owner operator Joy Evans, Johanna Seaside Cottages was one of the first self-contained accommodation providers to operate from a farming property along the Great Ocean Road. The 260 hectare coastal getaway is set on land pioneered and settled by the Evans family in the 1880s.

Nestled in the heart of the Great Ocean Road between the Otway National Park and Johanna Beach, the property offers spectacular views of the Southern Ocean, lush river flats, undulating hills and bushland. Close to the world famous Twelve Apostles, Johanna Seaside Cottages makes a perfect base from which to experience the many attractions and activities available in the area.

Johanna Seaside Cottages offers guests the exceptional combination of both a rural and seaside experience.

Written by Johanna Seaside Cottages

For more information on all things digital, you know the drill

mad scientist digital clients, holiday great ocean road

“The big mistake is always to think that human decision making is rational … People are not behaviorally driven by demographics. They are driven by resonant values, metaphors and the emotions these bring.”  -John Marshall Roberts, expert in world view thinking.

When you’re building an online presence (particularly in the consumer market place) you’re doing more than selling a product or service, you’re creating an identity and personality in cyber-space.  It needs to be an intentional orchestration that focuses on the needs, values and desires of your business and the market you serve.

Bussinessman working on a laptop computer during meeting

You’re not meeting your client face-to-face, and so their unconscious measuring, matching and evaluation process of you and your company needs to be fully understood and your whole ‘look and feel’ needs to be consistent.  From the images you utilise and the quality of their production through to the jargon of your content and how easy and straight forward your site is to use – you’re under the microscope.  With the growing rate of audio and video channels of social media marketing, you’re not just in business any more – you’re also in show business now.  Welcome and good luck!

In a few short years we’ve moved from simple ‘online sign-boards’ to full-fledged multi-media productions.  In order to reach high end customers and clients, you need to show up in style and on trend.   To help you, the key players in Mad Scientist’s creative and marketing team come from the entertainment industry, so we’re ideally suited to helping you demonstrate your star quality online.

(Quote source: http://www.marcstoiber.com/2013/11/17/build-futureproof-brand-build-global-expert-network/)

For more information on all things digital, you know the drill