Archive for July, 2017

eMail Marketing… seriously

DATE: July 28th, 2017

Well — does it work or doesn’t it?

Love to  hear your stories… but 8 experts all agree: Done right, email marketing DOES work.

Here’s what they say:

  1. make it personal
  2. make it worth their read
  3. invite people to ask for it
  4. …. evaluate

So here’s the bottom line. Your customers and donors are real people. They have dreams, needs and interests. They don’t want to be talked at, they want a conversation. They are keen to buy products they want and give to charity efforts they buy into. (A client of ours just sent an eblast and received over half a million dollars in return — yes, people read email).

But here’s the thing.

How personal are you? Are you talking to them in words they understand and explaining the impact or benefit of your message? Or are you just sending out a generic newsletter — scattering seeds and hoping they will fall on fertile ground.

Farmers today are much more sophisticated than that — they understand soil fertility, regional difference, crop affinity and seed/hectare. They employ data to get the highest yield per hectare with the highest return on investment.

Is email a powerful tool?

Of course it is.

But only in the context of a strategic customer/donor experience and journey that is based on the needs and dreams of the customer/donor.

So take some time to think about the experience your customers/donors have online, offline and in real time (face-to-face, phone, retail, event). Think about the ways your story resonates in all channels. Consider deleting the word “channel” from your vocabulary and replace it with campaign.

In the early days of digital personalization, a print company sent me a digitally personalized calendar — with my name tatooed on a lovely butt cheek of a swimsuit model…. oops, maybe not the right audience. But, you see, they didn’t personalize the calendar, because they didn’t know anything about me. They simply added my name to a digital print run.

Data tracking…. what do you know about your customer/donor? How will that make a difference in your next personalized communication?

To read the full article:8 marketing experts…

Barefoot in the news…

DATE: July 27th, 2017

Huge thanks to Brent Davis, Kitchener Record journalist, for the article.

Marketing firm plants its feet in the nonprofit sector

NEWS Jul 25, 2017 by Brent Davis  Waterloo Region Record

Barefoot Creative

Business partners Kevin Hawley and Gayle Goossen head up Barefoot Creative, a marketing firm housed in the Zeller farmhouse in Breslau. – Brent Davis,Record staff

BRESLAU — Gayle Goossen and Kevin Hawley understand the power of a story.

“The human story is always the most poignant,” says Goossen, who co-founded the marketing firm Barefoot Creative with Hawley nearly 20 years ago.

The business, now based in Breslau, caters to a diverse client base, with work for companies like Culligan, BlackBerry and Royal Homes in their portfolio.

But a large portion of their work falls in the not-for-profit sector, where compelling accounts of what a charity does, and who it touches, often lie at the heart of successful messaging.

Pursuing those stories has taken the pair and their team members far from their home base in Waterloo Region, to places like India, Guatemala, and across Africa.

“One of the most important resources a nonprofit has is the stories of their work,” Goossen says.

“Without those resources, your marketing is empty,” adds Hawley.

With them, the Barefoot team has built powerful campaigns across multiple platforms — print, web, social media — that capture hearts and draw people in. They’ve counted Ten Thousand Villages, UNICEF, the Canadian Cancer Society and Ray of Hope among their clients.

Barefoot Creative’s own story has its roots in the not-for-profit world, too.

Goossen and Hawley met when they were both working for World Vision in the 1990s, Goossen serving as creative director and Hawley, a graphic designer.

Striving for Second Place

DATE: July 26th, 2017

Global brand equity is measured — Apple is #1, valued at just over $178 million. Google, Coke and Microsoft fall into place as second, third and fourth. But maybe first place isn’t the best place to be.

Charlotte Roger’s celebrates 6 global brands that are sitting pretty in second place. The twist? Each one is leading the global brand growth world-wide…. maybe second-place is a good place to be!

Which brands are winning the global head-to-heads?