Archives for April 2013

Didn’t Read It? Our Customers Can Help You Sell It Anyway

We have over 32,000 books, and no one (except maybe Kent Hendricks) has read them all. So how can you promote a live product you’ve never read or used?

Product ratings and reviews can help you zoom in on why customers love a given product.

For example, suppose the Expositor’s Bible Commentary (EBC) is going on sale. You’re in charge of promoting it, but you’ve never read it before. Your first question to answer is, “Why would someone want this?”

Of course, you’ll read the product’s description. You can ask your manager and/or the mighty Kent for insight on why people will want to buy it.

You can also go to our customers. Just by visiting the product page, you’ll see the EBC’s overall customer rating:

The EBC had 4.5 stars out of 10 ratings at the time this was written.

In this case, you know the average customer rating was 4.5 stars—halfway between “Liked it” and “Loved it!” At the bottom of the page, you can see what customers have to say about this product they like so much.

rating-review-EBC-reviews

Pro tip: you can put “#product-reviews” at the end of a URL to jump right to this section.

Just by reading the reviews, you get a few takeaways:

  • Customers like the price.
  • It’s good for answering questions.
  • It’s a big step up from the print edition.

Boom—now you know what some customers really like about the WBC, and you have ideas for blog posts, emails, app messages, and more!

But what if there are no ratings and reviews on your product? No problem: before the promotion starts, send a targeted email to everyone who owns it and ask them to rate and review it.

Learn more about how ratings and reviews make promotions easier here.

 

6 Tips for Mentors

  1.  Explicitly say “I’m your mentor, I’m here to help” on the first day.
    You don’t have to use those words, but you get the picture. Leave no doubt about what your intern should do if they’re stuck.
  2. Hold weekly one on ones.
    A 12 week internship will fly by. These 1:1s are our best checkpoints for getting feedback, giving mentorship, and making sure interns are getting what they want out of the summer.
  3. Have small, well-defined projects ready on day one.
    These projects will be defined by the team leads, but check with them to make sure everyone is on the same page.
  4. Set aside time in the first two days to explain your team’s higher purpose.
    Your team has a big goal for the summer. Bring interns into the fold. They should see the bird’s-eye view of your group’s projects and priorities.
  5. Explain our processes.
    Make sure they understand the SEE process and how to get things done in our department.
  6. Require sharing.
    Schedule team-wide demos for your interns. Encourage blogging.

The tips mentioned above are taken from: http://bjk5.com/

Posting to Social Media Channels

Hey all, just a heads up regarding posting your promotions to our social media channels. We’ve had a couple recent instances where items were posted on multiple social media channels without MarCom’s involvement. The GLT were wrong and then the poster liked the post on the channel they posted to. This means that Logos posted an update about a Faithlife reading group (with Vyrso link tagging) and then Logos “liked” it. It’s just not good practice—and looks cheesy.

We have updates scheduled to ensure that we get the best possible exposure. When the poster uploaded their update to Faithlife Women it published within moments of one we had scheduled, and the scheduled one had to be removed.

Please do not circumvent proper protocol to promote your message.

If you have any questions, please see Jayson Bradley.

When to end a sale, promotion, or campaign

The question of when to end a sale, promotion, or campaign is raised often at Logos.

Short answer:

  • Try to end a promotion or a sale at a natural end date, such as the end of the month.
  • If the natural end date falls on a Friday or a weekend (especially a Sunday) push the end date to the following Monday.

Guiding principles:

  • Ending promotional efforts on a natural end date often makes sense, especially from a marketing/story telling perspective.
  • Always look for a reason to extend a sale. The longer a sale, the better potential for revenue.
  • Having promotional efforts end on a Monday allows sales staff to field and answer questions about the effort that may arise for our customers over the weekend.
  • We generally, with limited exception, do no active marketing on Sundays.

Welcome to the internal marketing blog

The marketing department blog provides a venue to accelerate learning and increase the capacity of our sky’s-the-limit marketing team. It is a platform for sharing valuable training information and practical instruction for developing our understanding of Logos marketing and professional skills. It is an open forum to pool our collective learning and speed innovation.

Going forward we’ll be using the marketing blog for information that doesn’t make sense to post on the wiki. Think of the wiki as a place where documentation lives (i.e., reference material, processes, projects, etc.); the blog is where we share case studies, tips/tricks, additional details/explanations, etc. We’ll also be posting material that is useful for professional development in areas like project management, marketing, and evaluating data.

We want to encourage everyone on the team to contribute posts. Heather wrote a how-to wiki with tips for writing content that helps other learn. Check it out.

~ Nathan Elson, Heather & Krista

The Children of the Korn: Facebook Marketing

From: Nathan Smoyer
Sent: Thursday, April 11, 2013 3:37 PM
To: Marketing Dept

The way Facebook allows posts to appear in personal Timelines is constantly changing. With that, the way we use Facebook for marketing must also adapt.

Recently I noticed Facebook has been publishing unsponsored posts from pages I haven’t Liked. Ex

Take a look at this post from page The Children of the Korn:

KorN

Things to note:

  • I haven’t Liked their page.
  • This isn’t sponsored content.

However, since they are talking about Brian “Head” Welch (who’s page I have liked), Facebook has seemingly deemed this content important to me.

Here’s why all of this matters.

A page like The Children of the KoRn, which has less than 1K fans could be getting content exposed to thousands others because of the reach of Brian “Head” Welch.

koRnpage

BrianWelch

Main takeaway lessons:

All of social media is attempting to authentic and contextualize information. This means, be specific, name drop, and tag other when possible and appropriate.

Take time to notice changes in how information is published. This could help you dramatically increase reach and effectiveness of your campaign.

Good content awesome content always wins. The internet is doing more of the heavy lifting if you play by its rules.

I hope some of this was informative. If you ever want to dive into more about how the internet and social media works, please request time with me.

Thanks.

Nathan Smoyer

How to: PunchTab

From: Kensey Burdick
To: Promotion Team

Ever have questions about PunchTab? Not sure how to contact a winner?

There’s a Wiki page for that!

http://wiki/PunchTab_Giveaways

This should answer any questions you have about:

  • How to create a PunchTab
  • Collecting PunchTab emails
  • Contacting winners
  • Redeeming prizes

If you have any other questions, hit up me or Nate Smoyer.

Hope this helps!

Kensey Burdick

x2121