On Demand Advertising Solutions Blog: Marketing Trends For 2018–How To Take Your Brand To The Next Level, Melding Your Business Brand Into Heartfelt Emotion, Podcast #43

For business owners, 2018 may be a disruptive year in marketing trends.

In podcast #43, John D. Verlin talks about how customer engagement may be enhanced by melding your brand into experiences–causing emotional connections with prospects.

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Podcasts and animated videos are surefire elements to enhance both.  This is based upon an article in Forbes by Billee Howard, published November 12, 2017.

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Now, enjoy the video podcast!

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Marketing Your Business;  Marketing Trends For 2018–How To Take Your Brand To The Next Level, Melding Your Business Brand Into Heartfelt Emotion, Podcast #43!

Host: John D. Verlin

Transcript:

A pleasant good afternoon to you.

This is John Verlin with On Demand Advertising Solutions and another Digital Marketing Update.

I want to talk to you today about some cool new trends for next year, 2018 from a marketing standpoint.

This was in Forbes last week, written by Billee Howard.

She kind of hits on some trends for next year to be thinking about.

As far as moving your business ahead and what you should be looking at.

One of the concepts she comes off with is, you know it used to be you’d focus on your brand.

And it…I guess you could call it cause marketing. To some degree.

But you want to tie your brand into it. Good corporate responsibility perhaps.

This notion of it’s, it’s more than buying something and come up with a price point.

It has something of relevance to make the world a better place.

The brand purpose needs to be thought out about what is it trying to accomplish.

But she is saying that the cause marketing idea, for marketers particularly, it focused on this corporate responsibility.

You give back to the community. That sort of thing.

And it’s this idea that an organization comes up with a mission statement.

Today, that needs to be tied to your day to day offerings.

In other words, it’s the experiential, the experiences that your brand can offer, to make the world a better place.

Is sort of the central part of the marketing strategy.

Moving forward.

Be thinking about how your brand an be tied in to make something more than just we have a cheap price.

This will change your life.

This will make your experience with our brand so much more meaningful. And for the greater good of society.

That kind of concept. These should be, all of these experiences, again the word is experience.

Not just price point. These are all going to tie in to a customer experience.

And we’ve talked about it in the past, the customer engagement is the new marketing.

This whole idea of engaging customers.

And this is becoming more important as baby boomers age and value –and this has been known years.

People over say sixty–they start traveling.

The value these cruises, these new experiences.

It seems as you get older you don’t need the things as much–you want the experience.

I know I’m more mature. I like a nice cup of coffee on a beautiful morning. And I appreciate that more.

Stop and smell the roses.

That’s experiences.

The wafting of the cinnamon roll on this trip to the bed and breakfast to enjoy that leisurely experience. With our coffee, our cinnamon rolls, with the beautiful mountains in the background.

Come to our bed and breakfast. That kind of thing.

So, they’re tying in an experience with the brand in with a better, enjoyable part of your life as well as, when you come to our bed and breakfast, we believe in helping nature.

The environment–so we’re going to donate ten percent of your bill to the Nature Conservancy.

Because we want to keep our mountains, our streets beautiful.

And our rivers, gorgeous. That kind of thing. So it’s tying in social consciousness to make the world a better place.

But tying your brand in with that experience on a regular basis.

She indicates that this brand purpose, putting that at the fore of the brand strategy, can be a lever of growth to both internal and external audiences (customers and employees, vendors, etc)

This is also, the second point she makes is a drive to the engagement of the heart.

Emotional engagement, is a sister to rational engagement. And the rational stimulates the mind–whereas the emotional engagement is based on stimulation of the heart.

Today with the brand experiences we have.

The emotional engagements are proving to be more critical than just winning results and effective storytelling and digital marketing.

They’re actually at the heart of this whole idea.

Think of it as, when I was in radio–this is huge.

This is the reason many times people purchased products and services from our clients, because of the emotion they felt from the radio ad.

I think of a number of contractors we had advertise at the Christmas season.

And the ads were almost like Andy Griffith. Looking back on the year, how thankful they were.

This time of year, I encourage to help the children getting clothes and coats. Support the coats for kids project. That kind of thing.

Tapping the emotion. Radio has always done a great job of that.

Because of the emotion of the voice. As with podcasts and other types of communication.

You get that emotional feeling.

So, it’s tying in your brand with an emotional element--and not just a rational element.

But emotional.

And the reason I think this-is what she’s referring to, is that the focus we’ve talked about is more on interacting with your customer.

The social media interactions, the brand interaction.

This focus–if you haven’t thought about this in your business. I think a lot of this has to do with the Millennial generation and younger people, where they value not things as much perhaps, as experiences.

The emotional connection through technology of these brand experiences is a good thing.

So to woo those younger people, plus in general, our society is tied in more with all of this technology.

But, the emotional engagement of the heart so to speak just may get them want to buy or feel better about your brand, is what the key to this is in stimulating it.

And it’s all because of these interactions with customers. It’s a unique thing that we’re switching technology–but we cannot forget how people feel.

So, engaging your brand, tying it in to your marketing to get an emotional response, and that’s a big thing.

Think about ways, how to do that moving forward for next year.

Because you can’t just be complacent. It’s also tied in to storytelling.

These are effective ways and one reason we like doing these podcasts. Are the fact that you can tell stories.

That’s becoming–the storytelling concept, the tying into the emotion–all that is becoming the new marketing.

Engaging with your customers. So, if you have a direct mail piece, an email, whatever it is–somehow getting an emotional element in them.

And that’s why I like podcasting–because it can bring those emotions out.

As you describe the benefits of your products and the organizations you’re going to be working with.

This year, who you will donate to on behalf of your brand.

And maybe even having a representative on a podcast talking about this and why they’re so thankful that you’re brand is helping them out.

They can transform through emotion through storytelling those benefits, to get people to feel good about your brand.

And finally, and again we just mentioned this–the customer doesn’t really buy into things anymore, they buy into stories that are kind of brought to life with a mix of creativity and technology.

I just kind of pointed this out a minute ago because these whole story things are becoming a big influence in business, she says.

And it’s, it’s been that way in radio for years.

That has sort of been the secret–that and repetition to getting businesses to get results. It’s the emotional connection.

Because the listeners feel, that’s the key word, they feel like the know the brand.

Whether they do or not, totally different story.

It’s hard to feel for something that’s in writing perhaps.

Unless you really read it.

And today, we know attention spans are small, many times they don’t.

But, it’s creating emotion. A feeling–this is nothing real new that she’s pointing out.

In the marketing–to be thinking along these lines, and this all ties into what I talk about using various marketing elements.

Like animated videos–you might chuckle and get your attention.

Podcasts–again, ties into the emotion. You hear it. You feel it.

And then part of–making your brand part of that emotional experience for your prospects and customers.

John Verlin, On Demand Advertising Solutions. Great to have you with us.

Email me at johnverlin12@att.net. Website is www.OnDemandAdvertisingSolutions.com.

We’ll talk to you next week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog: Digital Marketing Update Podcast #15, If Podcasting Is Good Enough For This Billionaire, It’s Good Enough For Me.

Podcasting itself is not new. Radio stations have recorded live shows and podcast them on their websites for years to draw digital listeners and web traffic.

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Even today, you can hear great radio shows from the ’30’s and 40’s via podcasts on iTunes and other digital sources.

But when Virgin Atlantic founder, Sir Richard Branson posted a link on Linkedin about their latest podcast entrepreneur series–I took note.

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In a statement from their head of marketing:

“Virgin Atlantic believes that business is an epic adventure, and we wanted to bring that concept to life by sharing some of the most fascinating business stories out there,” said Jenna Lloyd, head of marketing, Virgin Atlantic, North America. “Podcasts have intrigued us for a while; we know it’s a format that resonates with many of our flyers, especially our business travellers, and one that would allow us to dive deep into intriguing pioneers and explore what we can all learn from their stories.”

That ability to “dive deep” is what allows podcasting to provide storytelling functions for small business advertisers.

Today’s podcast talks about this unique ability for podcasts to engage prospects emotionally with memorable moments!

We use a three-point strategy to help our clients determine from their customers the best content that can be the most useful in their industry.

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!

All of our strictly audio podcasts can be heard here.

Enjoy our video podcast!

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If Podcasting Is Good Enough For This Billionaire It’s Good Enough For Me:
Podcast #15

Host: John D. Verlin

TRANSCRIPT:

Good afternoon John Verlin again with On Demand Advertising Solutions another Digital Marketing Update podcast #15.

I was going to rant today..I posted this a few days ago on Facebook and Twitter, about what really pisses me off.

And I had it all planned out, even brought up a post from a former Navy Seal, was kind of going on about the same thing incorporate his thoughts into mine as well.

I’m going to hold off till next week on my rant. The reason is, there was a Linkedin post this morning that got me kind of excited…and it was from Sir Richard Branson of the Virgin Group. The founder of Virgin Records, Virgin Atlantic.Virgin airlines, owns a Virgin island.

I have an interesting connection with him, actually. My brother was the bass player of the rock and roll band, Shooting Star. Back in 1980 they were the first American band to sign to Virgin Records.

They were over in London and they were wondering why they were in London. They were actually there visiting a friend of ours that we grew up with. At any rate, so that’s my indirect connection to Richard Branson. Back in 1980, Virgin Records signed Shooting Star to a record deal, and they were the first American band to be signed.

Sir Richard had an exciting post that I thought was kind of cool. I put this on this blog so you can see a link to their site what I’m talking about.

By the way, if you haven’t followed me yet on Facebook, On Demand Advertising Solutions is the Facebook page. Go ahead and “like” me if you would please—and also on Twitter, my Twitter handle is johnverlin1. Go ahead if you like and follow me on Twitter.

I’m going to be putting a bunch of posts out, over the next month. All hours of the day and night. A little edgy—kind of fun. I’ll have some points about small business marketing. I think you’ll get a kick out of it.

Sir Richard put a post out about some of their new podcasts. I was really excited about that so I put this up.

They have a link, it’s Virgin Atlantic and it’s called the Venture. And they’ve got a series of podcasts for entrepreneurs and about entrepreneurs. They say for example, that behind every business maverick lies a colorful, grueling story. And they have some new podcasts

Their story, in which they are allowed to dive deep into the background of these people which is really what podcasting and can do that so great for marketing.

Because you can really get to know the company or in your case as a small business owner your customers your prospects can get to know you by getting this diving deep thing going on with a podcast.

And that’s why I love these.

Their head of marketing basically said that a podcast “we know it’s a format that resonates with many of our flyers especially our business travelers”. It allows us to dive deep into intriguing pioneers and explore what we can all learn from their stories.
And that’s what this is about. Content as podcasts that allow you to dive deep and share your company share your personality, your beliefs…be exposed. So that forms a pattern. That forms a bond.

So, it’s just a really cool thing that you can do this for your prospects, your customers and share your expertise just like these entrepreneurs with Sir Richard Branson. These maverick feature podcasts.

So podcasting can be many things. You can imagine if you’re flying and you’ve got five hours to fly, you can catch up on a lot of podcasts.

You can learn a lot, and so can your customers and prospects. It’s portable…I was listening to one the other day one of my own, on my phone as I’m sure many of you are doing now.

So it just gives you the flexibility that you can’t do as readily. You don’t even have to have your eyes open.

You could be listening to me right now and get all the nuances…as I talk softly or get high-pitched, or get all excited. That’s the beauty of a podcast.

I try to keep mine under 10 minutes because I know there are some people who have 30 minute to an hour-long podcast.I don’t mind doing that but I just think smaller segments are better because people can save those and can always go back and listen to them.

But it doesn’t take up a lot of time and we’re kind of short in today’s society for time.
People, they move on quickly.

And I’ve been entitled this podcast post: If podcasts are good enough for this billionaire, they’re good enough for me.

We’re seeing more of these. I noticed Bill O’Reilly, he was let go of Fox News…and he came back the next day with a podcast.

Sort of describing his situation as best he could. So, podcasting is becoming more and more, and in this case with this article, that they are intrigued by them at Virgin Atlantic.

And they should be because they were a record label. They started that way.
And it’s just that this portable ability to entice and engage your prospects and customer…every small business in my opinion, should take advantage of this.

I realize not a lot of marketing firms do this–and this is my background. My background was radio production, advertising and all of that. I understand they don’t have the time to do this and promote it, and that’s why they hire me.

If you have the ability or you know somebody who can do this—a series of podcasts, on-going, every week like I’m doing. Great idea. Great way to market your company. And that’s not going away.

Radio has been here forever, and radio station’s have been doing podcasting for years. You know they interview somebody, say check out our website, and you know they get a lot of traffic to their website. So it’s the exact same thing you can do for your business.

This is what I try to do for my clients.

Is provide that level of expertise that you know, you may have to go to a radio station or production company–pay a lot of money to get somebody to produce podcasts or interview you or whatever.

Or you may have to be running a radio schedule to even get this kind of exposure. But it’s well worth it in my opinion, because you can do a series of them, post them on your website, blog…promote them through video, on social media, however you want to do it.

And they’re always there to give content and engagement be able to learn more about you and see more about your business. So, podcasting, great idea.

I’ve got a link to Virgin Atlantic and their page about their podcasts for entrepreneurs that you can listen to.

You can obviously listen to this and and other podcasts that we have on our blog covering different topics.

If you have any questions, I’m at jverlin1@yahoo.com. Like I said, if you haven’t gone to our Facebook page and “liked” us, please do so or our Twitter page and follow us. You can call us at 816-223-2105.

Our website is www.OnDemandAdvertisingSolutions.com.

We’ll look forward to seeing you again next week for another podcast! And I promise, I will be ranting next week about one thing that really pisses me off about small business that I think needs to be corrected! We’ll go into it more and a former Navy Seal agrees with me! We’ll tell you more about what he thinks too!

Hope you have a great week, and we’ll see you next week!

All podcasts recorded at Verlin Studios, Gardner, Kansas.

Copyright John D. Verlin, 2017

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