May 25, 2015
Tech Crunch
In late March, when a group of A-list musicians gathered in Manhattan to show support for Jay Z’s new music streaming service, Tidal, expectations were sky-high.
Video marketing is one of the best tools that businesses have at their disposal today. For starters, a high-quality or clever video has the potential to go viral, which can get your brand in front of the eyes of millions of people in a single afternoon. Video also can be inexpensive and therefore cost effective, provided you know what you’re doing. If your company is ready to start making videos, learn these marketing lessons from the big brands that you can apply to your campaign:
Apple
Apple may be one of the most successful companies now, but it wasn’t always that way. Much of this company’s recent success can be attributed to the high-quality products it makes and to the unique video campaigns it conducts. Apple’s TV spots are brilliant in their simplicity — many of them feature simple music, stark white backgrounds and little more than the product on display. Apple isn’t attempting to distract the viewer with loud music or flashy graphics — instead, it lets the products speak for themselves.
Lay’s Potato Chips
Lay’s has been experimenting with hugely successful videos in the last several years. The company launched a video campaign called “Do Us a Flavor,” which urged people to visit a specific URL to submit ideas for new potato chip flavors. This campaign was successful because it leveraged the power of the Internet and social media to the company’s advantage. By inviting the audience to participate in the campaign, Lay’s was essentially putting the viewers on display.
While the chance to win $1 million dollars certainly didn’t hurt, Lay’s campaign was successful because it embraced emerging technology in a simple yet effective way by letting those who viewed its videos get in on the fun. It also went a long way towards showing customers that their opinions really did matter.
LifeLock
LifeLock is an example of a big brand that knows how to use successful video marketing for the good of its organization. LifeLock, which offers a full line of identity theft protection services, has won numerous Editor’s Choice awards with leading publications, such as PC Magazine, NetNanny and Geeky Reviews.
LifeLock’s video marketing campaigns have succeeded largely because they stick to a few tried-and-true rules. Each TV spot is packed with information, but still manages to only be around two minutes long. Each spot doesn’t try to cover too much, either. They all pick a single buyer persona and focus on the individual needs of that person. For example, one video focuses on the worries of the online shopper and a separate video focuses on someone who may be using public Wi-Fi in a cafe. This is a successful tactic because the company isn’t trying to tell the whole story in any one video, but rather is creating a series of videos that all work together to sell the same product.
When creating your own video campaign, remember these three examples. Making it simple, engaging your audience and keeping it short are easy ways to help your videos find success.
To your best success,
Stephen, Guest Blogger for the All Access Group
PS: Subscribe to my FREE All Access Group Newsletter https://bit.ly/AAGNewletter
PSS: Listen to an entire library of intimate discussions with industry visionaries https://bit.ly/AllAccessPodcastSeries (Priceless)
Stephen earned his Bachelor of Arts in Film and Video Production at the University Of Toledo College Of Performing Arts in Toledo, Ohio. In addition, he also worked for a big box electronic retailer for three years specializing in high definition audio and video equipment as well as computers and software. He has created almost ten thousand pieces of SEO-driven content for various online clients on topics ranging from the entertainment industry, electronics, computer operating systems and general technology.
It’s spring! As signs of life begin to reappear outside, you might feel the urge to swing open the windows and tackle that growing pile of clutter that you ignored all winter.
That’s the same feeling that motivates so many people to do some spring cleaning every year. By applying this mindset to your business, you can gain a fresh perspective on your company.
Every year, I try to do some in-depth spring cleaning, and I use the same process each time. Although your needs might vary from year to year, this time-tested approach is sure to return your business to a healthier, livelier, and more profitable state in no time:
To get your business back on track, take inventory of your mindset and beliefs. Are you operating from a clearheaded, peaceful state of mind and making progress toward your day-to-day goals? Or are you falling into negative habits in your comfort zone that could be impeding your progress?
Chances are you know this stuff intuitively. But taking the time to think through these answers mindfully and proactively will help you steer yourself back on course.
One of my recent goals was to revamp and relaunch my website. I don’t have the skills to accomplish this myself, and it wouldn’t be the best use of my time. So I hired experts to do it for me.
Similarly, be mindful of the fact that your staff might need help attaining their goals or decluttering (and staying decluttered). Consider bringing in outside professionals to get the job done quickly–and correctly–the first time. Make sure to create systems and structures that you can use to stay organized and streamlined.
If you’re removing physical clutter, knock out one section at a time so you don’t overwhelm yourself. Ask whether an item serves you or is just taking up unnecessary space, and part with it if it doesn’t have a clear utility. You can also create filing systems to contain and conceal items that you don’t need on a daily basis. This way, you can easily retrieve them without taking up valuable real estate. Consider scanning as much paper as possible to conserve even more space.
Team members who take an active role in the process and feel valued will be more likely to adopt the solution after the cleaning bug passes. To incentivize employees even further, establish a system that rewards them for maintaining the new approach or making suggestions for ongoing improvement.
Spring cleaning is about starting fresh. But you don’t have to wait for spring to sweep your company clean; applying this process any time during the year will yield the same benefits.
Don’t let your efforts to spring clean wither away come fall. Make a conscious effort to rid your company of clutter, negative thoughts, and inefficiency for good so everyone can remain organized and stay focused on the business objectives that really matter.
This article was previously published in Inc.com magazine
To your best success,
Kelli Richards, CEO of the All Access Group, LLC
PS: Subscribe to my FREE All Access Group Newsletter https://bit.ly/AAGNewletter
PSS: Listen to an entire library of intimate discussions with industry visionaries https://bit.ly/AllAccessPodcastSeries (Priceless)
April 28, 2015
Entrepreneur
Every entrepreneur and business leader needs something — money, information, technology, relationships or whatever.
You’re always looking for ways to bolster your digital marketing strategy and stand out as an expert in your field, so why not consider hosting a podcast series?
Sure, it’s not exactly bleeding edge, but the practice is expanding. In fact, podcasting grew 105 percent between 2006 and 2012, and the number of customers listening jumped 163%.
According to a survey KnowledgeStorm and Universal McCann conducted, 65% of business and IT professionals listen to podcasts for personal and business purposes, and 60 percent interviewees said whitepapers and analyst reports would be more attractive in podcast form.
That is a huge potential for a strong revenue stream–plus a brand and credibility boost.
Think about it this way: You’ve spent years gathering knowledge, and now you have tools to share it with the world. How empowering is that?
Learn From the Best
Podcasting is a portable way to communicate a message, which fits seamlessly into an entrepreneur’s busy lifestyle. It doesn’t need to be live–it’s on-demand. And you can forgo the screen because it plugs into your smartphone or car. It’s a brand extension that demonstrates your expertise and credibility to your target audience and sets you apart from competitors.
Celebrities and entrepreneurs alike have begun to capitalize on these incredible benefits.
For example, Internet marketer Brendon Burchard led the charge in building audiences, teaching them techniques in certain verticals, and selling them products or events that dive deep into the topic. For Burchard, this has netted millions and launched several New York Times best sellers.
Television mogul Kathie Lee Gifford also runs a successful podcast. She promotes her brand affiliates, such as Walmart, and hosts a long line of celebrity guests each week. An especially entertaining moment was hearing Gifford try to explain podcasts to an incredulous Regis Philbin.
“You mean they can hear this anywhere in the country?” Philbin asked. “No Reg, they can hear this anywhere in the world,” Gifford retorted. “It’s a radio show that goes out in cyberspace.”
5 Keys to Podcasting Success
These entrepreneurs didn’t create successful podcasts overnight, though. They planned and prepared carefully. Here are five tricks to cut down time and achieve rapid success:
The benefits podcasting has produced for my brand has far outweighed the risks–and the solid brand recognition that accompanies interviewing intriguing people is a fantastic asset and differentiator for any entrepreneur. So next time you’re searching for a new digital marketing tactic, consider a podcast. The personal and professional impact it’ll have might surprise you.
This article was previously published in Inc.com magazine
To your best success,
Kelli Richards, CEO of the All Access Group, LLC
PS: Subscribe to my FREE All Access Group Newsletter https://bit.ly/AAGNewletter
PSS: Listen to an entire library of intimate discussions with industry visionaries https://bit.ly/AllAccessPodcastSeries (Priceless)
Whether you’ve never had one before or you’ve heard horror stories from friends, it’s natural to be a little skeptical of the whole mentor-mentee thing, especially if you’re familiar with the competitive business world.
Somehow–by fate or circumstance–you’re supposed to meet a successful, experienced entrepreneur who just happens to want to chitchat about your ideas for hours each week and has the time and inclination to do so?
In a climate where there’s no free lunch, it’s easy to assume there’s a hidden catch. But if you feel this way, it’s because you don’t understand how mentorship helps your mentor. Did you know that training and advising mentees is a powerful way for your mentor to gain leadership skills and team-building experience? And that mentees often help their mentors understand things in new ways through feedback, communication, and interpersonal skills?
The most satisfied mentees are the ones who recognize that every meeting has the potential to help their mentors advance their own careers, too. There are a few simple things you can do to make sure that reciprocal value gets created, including the following:
If you’re skeptical about why a mentor would want to partner with a mentee, it may be because you don’t have a plan in place to make it worth her while. Figure out what you have to offer your mentor, and do everything you can to provide that value. It’s how you’ll build a reciprocal, mutual relationship that benefits you both in the long term.
This article was previously published in Inc.com magazine
To your best success,
Kelli Richards, CEO of the All Access Group, LLC
PS: Subscribe to my FREE All Access Group Newsletter https://bit.ly/AAGNewletter
PSS: Listen to an entire library of intimate discussions with industry visionaries https://bit.ly/AllAccessPodcastSeries (Priceless)
If you wanted to listen to a certain song just 30 years ago, you had two options: You could buy the physical album, or you could spend an afternoon waiting for the song to come on the radio so you could record it on a cassette tape in your boom box.
Now, almost any song is just a click away. First, there were on-demand services such as Napster, then came the iPod and other portable MP3 players. Today, millions of people sign up for streaming services such as Pandora, Spotify, and Google Play Music for a nearly unlimited supply of music.
Listeners now control the entire experience. We can listen to our favorite artists or songs at any time and on any device. Streaming has even made the listening experience social. Services such as Spotify are integrated with Facebook, allowing listeners to see what their friends are listening to in real time, making it easy to discover new music.
But what’s next for the listening experience? For now, streaming music services are going strong, but the future of music — streaming and beyond — will likely be heavily influenced by the company that has already remade the music industry: Apple.
Apple’s New Streaming Service Will Start With a Lead
During my 10-plus years leading music and entertainment initiatives at Apple, I helped set the company on a course to become an innovator in the way artists create, market, and distribute music. Back then, the effort revolved around the Macintosh and Pro Tools, leading into the digital revolution. Then, Apple created the iPod and iTunes to move the music industry beyond the analog era, and the rest is (well-documented) history.
Apple has retained its focus on music to this day, so it’s no surprise that it will continue to play a key role in determining the future of the listening experience. Its latest effort began last year when the company bought Beats Electronics and Beats Music for $3 billion. At the time, I predicted the acquisition might be the company’s smartest move yet, and if recent reports can be trusted, it appears this will prove correct.
The first fruits of the Apple-Beats collaboration are likely to arrive this year, according to 9to5Mac, which reported in February that Apple was working on a new paid streaming music service based on Beats’ technologies and music content integrated into the iTunes service.
The service reportedly will cost $7.99 per month — which is $2 cheaper than rivals such as Spotify and Google Play Music — and will be integrated into iTunes and the default Music app on iOS.
The lower price tag is a clear advantage, but beyond that, the service would launch with a huge potential customer base. By integrating the new service into iOS, iTunes, and Apple TV, Apple will reach all of its hundreds of millions of customers in addition to existing subscribers to the Beats Music streaming service.
Apple is also reportedly revamping the Beats Music Android application, so it, too, will attract customers who use the mobile operating system with the largest global market share.
Combine Apple’s price advantage, its marketing prowess, and its unsurpassed market penetration with its history as a music innovator, and you have a solid foundation for streaming success.
Music Innovation Won’t Stop at Streaming
Although Apple is set to launch a streaming service that could quickly become an industry leader, the company isn’t content to stop there. Apple knows that customers crave a unique experience that combines the best of streaming and physical CDs, and it’s working on a product to meet that demand.
Apple and U2 have been collaborating on a secret interactive digital music experience— something so unique and engaging that it could tempt music fans into buying whole albums again. According to Bono, this new audiovisual format can’t be pirated and will bring back album artwork while giving fans a behind-the-songs experience.
Fans always want to be closer to their favorite artists. During my time at Apple, my friend Ty Roberts of Gracenote created the technology behind the enhanced CD, which offered an immersive listening experience and helped to usher in the digital music revolution.
Today, Apple and U2 appear poised to bring a next-generation version of that concept to the digital world, while helping artists protect their rights and income.
Streaming music as it exists today probably isn’t the final destination for music because we crave something more — a richer experience that combines what we miss with what’s still to come. Just as it did with the iPod and iTunes, Apple will create the next listening experience that will help us delve deeper into our favorite tracks and get closer to our favorite artists.
This article was first published on www.huffingtonpost.com/tech/.
To your best success,
Kelli Richards, CEO of the All Access Group, LLC
PS: Subscribe to my FREE All Access Group Newsletter https://bit.ly/AAGNewletter
PSS: Listen to an entire library of intimate discussions with industry visionaries https://bit.ly/AllAccessPodcastSeries (Priceless)
April 6, 2015
The Huffington Post
You could buy the physical album, or you could spend an afternoon waiting for the song to come on the radio so you could record it on a cassette tape in your boom box.
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