Hello, Readers ~

Welcome to the first issue of our new, weekly feature: the ART+science Media Roundup.

With the dynamic pace of change in the media landscape today, a lot can happen in a week. So we’re committed to bringing you some of the more interesting headlines that grabbed our attention in the last seven days, along with some perspective on why they might matter to you.

So, without further ado, here are some of the items we bookmarked this week:

• Our Contact Planning team spends a lot of time thinking about new and innovative ways to connect our clients’ brands with their target markets. It involves really understanding your audience, including where & how they live, work, and seek out information on products and services. That’s why enVision Marketing Group’s Art n Line™ Conveyor Program caught our eyes: it turns conventional black checkout conveyor belts at the grocery store into colorful brand messages. I’m intrigued with the idea of a healthcare, pharma or CPG company using this medium to reach consumers, like those oh-so-influential moms who are making the purchasing and healthcare decisions for their families. Will it prompt them to visit a web site, consider the brand in the future, or better yet – run back and throw an additional item in the cart before checkout?
• Ben Palmer authored a great AdWeek article on user experience this week. In it, he does a nice job of communicating the importance of information architecture and user experience design for web sites, and notes how a poor site experience can negatively affect your brand. There’s no doubt that user-centered design and persona development is critical to a good brand experience online, but why not extend that to all customer touch points? Consider your retail locations, customer service, direct mailings, events…do they all provide the brand experience you desire?  We’re always thinking about how to improve the holistic customer experience. That’s why we liked this new offering from our client NCR: they’ve introduced self-service prescription drop-off kiosks, making it more convenient for pharmacy customers to submit, pay for, and pick up prescriptions. With convenience being one of the top three drivers of pharmacy customer satisfaction, innovations like this can have a huge, positive impact on brand (and possibly provide another communication channel for the marketer, which leads me to…)
• Another announcement from NCR this week: they’re launching an ATM ad service in the U.K. that will be the first advertising service available to all 65,020 automated teller machines in pubs, retail outlets and petrol stations. While I haven't seen much ATM marketing in the US yet (besides the retail bank's own marketing efforts), this could prove to be another effective channel for reaching a focused audience. Not to mention the fact that it's digitally-based, so opportunities for data capture and drive-to-site can't be too far behind.
• In Marketing Moves to the Blogosphere, Sarah Halzack writes about business models shifting to engage customers online. In particular, she focuses on the 5,000 corporate bloggers (and counting) that are using the medium as a new way to speak directly with consumers, gain insights, guide product development, and provide some behind-the-scenes looks at their businesses. The results can be impressive, as in the case of Marriott Hotels, which has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott’s blog. While not for everyone, blogs – along with other forms of social media – can be a valuable asset in the overall marketing toolkit...if they're a channel that resonates with your audience.
• Lastly, no good media program is complete without an accompanying measurement and analytics plan. Cesar Brea published an excellent post on the MITX Exchange, the social network for the Massachusetts Innovation and Technology Exchange. Titled “Pragmalytics,” it focuses on the need for pragmatic marketing analytics. As a marketing firm in the outcomes business, we couldn’t agree more (in fact, we’ve covered similar topics before). We often see one of three scenarios: marketing organizations (or their agencies) who don’t know what to measure, so they don’t bother; those who get caught up in the ability to track everything possible and wind up with an overwhelming amount of data and not enough energy or resources to slog through it all; and those who are doing limited tracking and reporting, but not really analyzing the results or acting upon them. Too often, marketers end up tracking everything possible (which can be a lot in the digital realm), rather than specific metrics that can be tied to the business objectives at hand. They end up with a massive data dump that is just plain overwhelming (and too often gets passed off as a “measurement report” despite lacking any real analytics). Well, it needn’t be that way. If you’re struggling with marketing and media analytics, let us know; we can help.
  

Phew…that was a lot. And believe it or not, that wasn’t all of it. If you’re still hungry for more, check out our other recent bookmarks or check back next week for more posts.

Until then, have a happy and safe Labor Day weekend.

Posted by Stephanie Rogers at 09:05 AM | Permalink | Comments (2) | TrackBacks (0)

At the beginning of the summer I fell hard while playing sports, landing on my knee.  It really hurt, but I got up and kept going.  After another week or two of moderate pain in my knee, I decided that the fall had done some damage.  I had run the Boston Marathon in April, but now running was very painful.  Time to see a doctor.

But what an awkward position.  I needed to see a doctor about knee pain, the very thing that I have been working with as a marketer for more than two years.  My primary focus is SYNVISC® (hylan G-F 20) a product made by Genzyme that helps patients who suffer from osteoarthritis knee pain, and can relieve pain for up to six months. 

As a marketer I have thought of SYNVISC as a major comfort for people with OA knee pain, since most other options provide only short-term relief.  But suddenly, as a patient, I wondered what dealing with pain long-term would be like.

I started wondering about all of the primary and secondary patient research we've done.  All those focus groups, talking with patients to hear their stories and understand more about their lives:

• What do patients go through emotionally when dealing with knee pain? 
• Where do they look for health information? 
• How do they get to the right doctor?  
  
• How do they talk with their doctor about their concerns, and information they have researched? 
  
• What steps do they have to take for a diagnosis? 
• How many different treatments do they have to try before finding something that works for them and their situation? 

I could now see more clearly what patients have to face. I was frustrated with my knee pain, and I hoped, after years of playing hard-on-the-knees sports, that I wasn’t developing OA of the knee. Or worse, that I would need surgery.

My journey through the medical system began with a visit to my primary care physician.  He took a look, asked about the pain, asked what made it hurt and asked what pain relievers I was taking.  Once he had enough information, he referred me to an orthopedic surgeon who was a knee specialist to be sure I would receive the best care possible for this problem.

I made my appointment, but the earliest possible date was almost a month away.  That was frustrating;  I'm in pain, and all I can do is wait.  Boy, for people who are really in severe pain, this kind of wait must be devastating.  At least I was still mobile, and swimming laps almost every day to stay in shape.  It also seemed to help my knee a little.

Finally, my appointment began with an X-ray of both knees.  Then a wait for almost an hour to see the doctor.  In the exam room a very pleasant physician's assistant came in to view the X-rays  with me.  Looking at them myself, I could see that there was no sign of osteoarthritis.  I wiped my brow.  The doctor came in and confirmed that they did not see any issues on the X-rays.  Great news, but now what?

After a few more stability tests, pokes and questions, they decided the next best step was an MRI of the offending knee.  Ah, yes, another wait.  Next appointment available was a week away.  And the next doctor appointment to review the MRI was two weeks away.  But at least we had the next step.

The MRI seemed quick – I think I fell asleep.  However, for people who are older or have a hard time dealing with loud noises, an MRI can be difficult to deal with.  You also have to hold very still for a long time.

The final appointment with the doctor ended up with another wait (gives new meaning to the term "waiting room").  The orthopedist came in about 30 minutes after my appointment was scheduled to begin.  Great news: there was nothing torn, nothing broken, no sign of any arthritis – basically, I was good to go.  "You may have to deal with the pain for a little longer, but you should be able to get back to your sports without concern.  Just take it slow to start." said the doctor.

So, my story had a happy ending.  But I now have even more respect for those patients we market to everyday.  Helping them through this process is important, as I know they are just looking for relief, and to get back to their normal lives.

Posted by Ed Feather at 10:37 AM | Permalink | Comments (3) | TrackBacks (0)

 "Save 50% on SEXY new software and get a FREE gift when you act now!"

By my count this subject line violates at least 10 principles of good subject line writing. If you're curious what they are, the answers are at the end of this post.

Guidelines for getting through
The subject line is the most important part of any email. Yet too often, brands and agencies that write their emails are cavalier about how they approach them. While best practices for subject line writing continue to evolve, there are tried and true guidelines every brand should follow. If you're pressed for time and prefer video to reading, check out this 60 Second Video on Subject Lines.

But if you're one of the few who still prefer to read, here are 10 tips. Of course there are lots more. If you’re interested, ClickZ is always a great source.

1. Limit your subject line to 60 characters. That's about six words. I've already said too much.
2. Communicate a benefit to the reader.  What a concept. This point was never made so well or so humorously as it was by Kermit the Frog in this classic clip from the Muppets Take Manhattan.
3. Include your company name in the subject line. Yes, I know what you're thinking. It's already in the "from" line. The fact is open rates increase dramatically when you include your company name as part of your subject. For fast scanning eyes it qualifies your email as legit.
4. Integrate popular key words to validate your message. Of course, those words will depend on your industry and target. But basically the same rules that apply to good search, apply here.
5. Convey a sense of urgency or an offer without using words that will wake up a spam filter.  You'll find a laundry list of words you should avoid on THC's blog in the post by Sia, Top 100 Words You Should Never Use in the Subject Line of an Email.
6. AVOID USING ALL CAPS.  Not only is it annoying, it means your email will never reach your audience - guaranteed.
7. Speaking of "guaranteed," don't use it. It's a SPAM magnet.
8. Never use exclamation points. There are better ways to express urgency.
9. Say something to interest your reader. Even people who subscribe to company emails routinely trash them or label them as junk. In a recent E-Maketer.com study, 41% of those surveyed said the reason they reported e-mail as spam was because it simply did not interest them.
10. Test different subject lines. Conduct an A/B split test. This is the best way to improve your results.
    

The Bottom Line on Subject Lines
So what's the magic formula for a winning subject line? Its pretty close to what Kermit so wisely advised the ad agency in the Muppets movie, "Just say what your product does."  Or as chimpmail puts it, "your subject line should describe the subject of your email." Pretty simple. In support of their advice, MailChimp has a comparison list of subject lines with the best and worst open rates.

Above all—and this flies in the face of every bone in a creative person's body—resist the urge to be clever. Subject lines are not ads. Embrace clarity instead. Your readers will thank you by, well… reading your email.

Answer Key
OK puzzle lovers—here you go. My opening subject line contains the following 10 flaws. 1) "Save" gets trapped by spam filters. 2) "50% off" also triggers spam filters. 3) ALL CAPS are a giveaway your email is spam. 4) Any words related to sex are a no-no. 5) Cap FREE or just "free" is strictly forbidden. 6) So is "free gift." 7) "Act now" will send your email to spam land in a nanosecond. 8) Nothing shouts spam like a few exclamation points!!!  9) The subject line is more than 60 characters. 10) The subject line does not contain the sender's company name – not fatal, but a missed opportunity.

Posted by Steve Lynch at 10:39 AM | Permalink | Comments (0) | TrackBacks (0)

A recent study by the Chief Marketing Officer Council revealed a few things we've suspected – and even encountered – about the relationship between sales and marketing organizations. Mainly, it's about disconnects. From the sales support materials developed by marketing to the criteria sales and marketing use to define something as vital as "prospect," there are still lots of gaps to close to get marketing and sales on the same page.

From sales' point of view:

• Marketers are seen as ivory tower strategists who are out of touch with the real world of customer thinking, acquisition and revenue generation
• Marketers don’t understand the customer, the market environment or how to effectively support sales efforts.

Ouch.

In Glen Petersen’s book, "The Profit Maximization Paradox," Petersen combined research from the CMO Council, the American Marketing Association and Booz Allen Hamilton to compile some facts that illustrate the reality of the sales/marketing relationship: 

• Salespeople spend ~ 40% of their time preparing customer-facing deliverables while leveraging less  than 50% of the materials created by marketing.
• Only 10-20% of salespeople create deliverables that are both compelling to their customers and consistent with their corporate messaging.
• Almost 85% of a company’s brand image is determined by the direct interaction between the sales force and its customers, as is 85% of the purchase decision.

Scared yet?

What I found most interesting about the results of the CMO Council survey was that understanding and engaging with the customer is viewed as one of the most important ways in which both sales and marketing contribute to the end game – integrating sales goals and marketing activities. But often sales creates customer silos, "shielding" them from contact with marketing. And often customer research is the first thing to go when marketing budgets are strapped but initiatives need to move forward.  

Obviously alignment has its benefits. In fact, a recent study of UK-based B2B firms confirmed that companies who enjoyed positive collaboration between sales and marketing performed better than those that did not. The use of CRM solutions is helping to bridge the divide. The elimination of siloed operations also helps. But until there is a clear understanding of the needs and requirements of each organization, and what they require of one another, the gap will remain.

Still, it's clear that aligning sales and marketing is more than simply an operational play, it's at the very core of the customer experience – from how they experience the brand to their experience during the sales process. That's why, when it comes to sales and marketing alignment, it pretty much comes down to partner or perish.

To read the complete findings of the CMO Council survey, go to http://www.cmocouncil.org/resources/form_closinggap.asp.

Posted by Jennifer O'Connell at 03:52 PM | Permalink | Comments (0) | TrackBacks (0)

With the more mature markets of North American and EMEA experiencing slowing growth, all technology companies have begun to put an increased focus on the faster growing Asia Pacific or APAC region. Some have even opened up a second headquarters to prove this commitment. This region represents significant opportunity, but technology marketers quickly realize that a one-size-fits-all approach is doomed to fail.

APAC is made up of countries with very distinctive cultures. This goes far beyond demographics, as the psychographics can be dramatically different in each country or even sub-regions within countries. Therefore your messaging needs to take this into account or you are sure to find competitors doing a much better job of winning their hearts and minds…..and wallets.

Depending on a number of factors, such as the technology category, competitive set and audience mix (business vs technology buyer), each and every situation is different. But for the purposes of this blog, I thought I would provide some of the consistent big picture themes we've seen across the region in our global technology marketing efforts for the likes of Agilent, EMC, NCR, SunGard, Bentley Systems and Tele Atlas, among others.

China: By far, the fastest growing country in the region, we have a false perception in this country of the Chinese as being hugely value-based. Yet in many cases the complete opposite is true. As consumers, they are very brand conscious and loyal and take great pride in using the best technology offered in the West.  

However that hasn't quite translated yet to B2B purchases. For B2B, they still want the best technology but are unwilling to pay the "brand tax". Therefore you need to make sure that your solution, which was developed to solve a problem in North America or EMEA, is relevant to the challenges they face, in order to justify any price premium. As an alternative, to improve market entry, many technology companies have developed unique low-end offering specifically for the Chinese market.

Japan: Japan is the country that technology marketers have the most experience targeting, yet decades later, it is still a mystery to many. As it’s a more mature market, its growth is staler compared to the other countries in Asia Pacific. Yet because it has been a challenge for so long, for most companies it still represents a great growth opportunity through increased market share.

In Japan, having the best solution is probably less important than having the best partner. Japanese are very loyal to local companies, making it incredibly difficult to crack into this market. So having a channel strategy is key. And be sure to focus on the quality of the channel, as opposed to just quantity. Channel conflict is greatly frowned upon.

India: Enormous growth, emerging middle-class, English-speaking - what should be so hard about targeting India? In India, because of the strong engineering culture and talent pool, they are big believers in building their own. Combining this with their value-consciousness, it is especially important that the benefits of your solutions, versus what they can easily build, are crystal clear. You need to have enough differential to overcome the 80% of the power, 20% of the price proposition.

So, if you treat APAC as a pack of similarities, the only similarity you'll find will be in your lack of success. Do a little research on each region to develop focused solutions and targeting strategies and provide your company with a pack of success.
 

Posted by Doug Fox at 12:05 PM | Permalink | Comments (0) | TrackBacks (0)

When I think about online health information sources, WebMD.com, Healthline.com, RealAge.com and a few other well-established sites come to mind.  YouTube.com, however, was not on the list.  That is, until now.  After reading numerous blogs and articles about pharmaceutical companies introducing "health channels" and pharmaceutical ads on YouTube.com. I had to check it out.

According to Cliff Mintz's BioJobBlog, King Pharmaceuticals was the first of the pharmaceutical companies to post on YouTube with an unbranded blood pressure video back in early 2007.  More recently Johnson & Johnson and GlaxoSmithKline have added a variety of health related videos on Youtube.  What Cliff did not mention was the multitude of other medical-, health- and pharma-related videos that make YouTube an interesting place to look for health info.

Big Pharma
Johnson & Johnson's Health Channel currently includes 13 health-related videos including topics such as yoga for kids, diet, exercise, sexually transmitted diseases, and gastric bypass surgery, to name a few. Other than the J&J brand, no product advertising is present.

J&J may be making a great strategic decision by using YouTube.com as host for their health channel, rather than building their own destination site.   

1. They have created their own space, away from the standard YouTube page
2. YouTube.com already has high traffic numbers, so they are guaranteed traffic
3. They are taking little risk since they are currently providing health information only, and no ads
4. YouTube allows them to control whether users can comment on videos

If J&J is able to turn their space on YouTube into a credible health information destination they may be able to introduce ads for their own products later on without much negative sentiment.

GSK has taken a different approach, using YouTube.com as a place to show corporate videos  that make GSK look like a sexy place to work.  Other videos, also related to recruitment, are meant to answer questions for people looking at GSK as an employer. 

To GSK's likely dismay, there are also many videos using product names for products like Avandia (type 2 diabetes) that are unflattering, inflammatory, and most definitely not put out by GSK. I found no less than ten with titles such as "Avandia Lawyer" or "Avandia Attorney."

Smaller Health Channels
To promote health education, some smaller clinics and hospitals are using YouTube to promote themselves and to provide health advice to their patients.  According to Bio-Medicine.org the Builth and Llanwrtyd Medical Practice in rural Wales has begun using the site to teach patients about the correct use of medicine, medical tests, etc. 

Related Videos
When playing a video, YouTube also includes a list of "related" videos on the right side of the page.  Sometimes these are very similar to the selected video.  However, just as often the other videos listed are quite distracting, and not so related.  For example, the Canadian Erectile Difficulties Resource Centre has posted a Viagra commercial as a traffic driver to their website.  A video listed in the "Related Videos" includes an image of two tapirs mating.  Funny?  Yes.  Appropriate for business?  Probably not.

What I expect from YouTube.com
But health videos on YouTube get even better.  For example, when you search for "Prozac" the results provide a slew of videos with titles such as "Prozac and Windows Media Player" (nice music and fun to watch); "The Prozac Buddha" (a short film), and my personal favorite, "Prozac in the Drinking Water – Nutrition by Natalie" (things you never new were in your drinking water – Prozac and a whole lot more).  Are there any actual Prozac ads?  None that I found.  And I am not sure that an actual ad would stand out well with the hundreds of other videos already using the Prozac name.

Is YouTube.com a good place to find health Info?
YouTube is still a hodge-podge of videos of just about every kind.  If you want health information, it may or may not be a good place to get it.  But if you are willing to wade through a wide array of silly, educational, gross, wacky, and very serious videos, you may find what you are looking for.

Should markets use YouTube.com?  I think yes.  But make sure there is a clear strategy before going in.  Posting videos without giving them a home, like the J&J Health Channel, may be less than productive.


 

Posted by Ed Feather at 10:16 AM | Permalink | Comments (6) | TrackBacks (0)