Leveraging Rented Direct Marketing Lists
Posted Friday, March 21, 2008 by brian lecount
I was talking with a client today that needs to grow its database of job candidates quickly.  We discussed several options for accessing the candidate databases of 3rd party publications and websites.  Typically these publications and websites won't actually send you their email marketing lists; they'll broadcast your message or post your ad on their site, but retain ownership of the list.

Here's a great small business marketing strategy for companies looking to not only gain internet marketing exposure, but to actually capture the list for follow up interactive marketing campaigns.

Develop a very compelling lead generation marketing strategy and a hook or offer.
Rather than just promote your product or service, focus on the goal of capturing the list.  Develop an attractive offer that encourages people to sign up.  A contest, a white paper, an email marketing educational series of topics, etc.  Give something away that the target audience cannot ignore.

Craft a focused website landing page.
Create a new website page designed only to collect responses.  Deliver graphic and text content that speaks only of the offer and the benefits of signing up.  Insert a very short contact form, requesting only the information that you need to have now.  You can collect more later.  Avoid adding links to other pages on your site.  Remember there are two objectives of this landing page:  Visitors should fill out the form or close the window.  If you give them too many options, they'll get lost in your site and never fill out the form.

Collect your data, deliver what you promised, then build a relationship
Once you've fulfilled the primary offer and delivered the value you promised, now you have an opportunity to get to know them.  Use an email marketing tool to continue the communication, ask follow up questions to gather more information, and gently introduce them to what your company has to offer.

If you pick the right offer, you'll get a high percentage of the target database to respond, you'll capture their information for your own marketing purposes, and you could decrease your dependency on having to advertise in these publications or websites in the future.

Example:  I did this very thing years ago and partnered with a major industry publication who wanted to grow their database as well.  The offer:  A new Mercedes Benz 320 AMG or a cash prize.  We obtained over $250K of free advertising in the print publication (in return for sharing the database) and generated 10,000 responses (new leads) in just a couple months.  I canceled my print advertising shortly thereafter and focused the budget on email marketing and interactive marketing strategies directly to the new database.  Result: Over $30 million in new revenue at an investment of under $100K. 

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First Watch has it (almost) Right
Posted Thursday, March 20, 2008 by brian lecount
I met a good friend of mine yesterday for a breakfast meeting at a local First Watch restaurant.  I have to say, I do love this place.  Great menu, fast, attentive and efficient service.  Perfect for a business meeting.  Well, almost perfect.

We were discussing a variety of approaches to marketing strategy and small business marketing in general, and different methods used by advertising agencies and marketing firms in Cincinnati, Ohio.  Our conversation soon turned to blogging for business.  His client is interested in developing a blogging strategy and internet marketing effort to gain market awareness, position the company as an expert, and to attract search traffic.  Blogs can be a great tool for B2B companies to dominate market niches.

As we were talking I wanted to show my friend some example blogs, including this one and proceeded to try to connect to the free WiFi service at First Watch.  The problem?  We were short on time and when attempting to connect I was asked to register first.

Now, I'm a marketer, so I fully appreciate the desire to collect a small amount of information from customers wishing to connect to the service, but it struck me that this initiative went against some of the things that I like about First Watch.  To me, First Watch is fast, easy, comfortable, and accessible.  Yet accessing the WiFi service was slow and painful.  We asked our waitress if there was a quick way to connect without registering since we were short on time and she politely said she'd be happy to get me a pamphlet.  Huh?  I didn't want a pamphlet, I wanted to know how I could get online quickly.  It might have been better if she would have showed me just how fast I could be online by registering, and if she helped me understand that if I registered, maybe the next time I tried to access the service it would recognize me and log me in right away.

But wait.  I was already registered.  After filling out the registration form I learned that First Watch already had my email address in their system.  Then why was I asked to fill out the form again?  Why didn't it recognize me as a frequent user?

A Missed Marketing Opportunity
Long story short, we did get online and were able to conclude our meeting.  And the friendly staff efficiently cleared our table so we could meet without the mess, but I can't help think that First Watch may be missing some great internet marketing or email marketing opportunities here. 

First, get rid of that registration form.  Everyone gives away WiFi access and most don't make you jump through hoops to get it.  In my view, First Watch should take the opportunity to make everything they do as fast, friendly, efficient and comfortable as their restaurants.  If you can't take away the form entirely, consider asking for less information.  What information do you need from me right now to a) let me do what I need to do, and b) start to market to me with email marketing or offers or some type of interactive marketing that strengthen our relationship?  That will work to further develop the brand, it will make a mark that customers won't forget, and it will have them (and me) coming back for more.  Can we say ROI?

Second, you've got my email address.  Why haven't I received any communications from you?  Invite me back.  Make sure I know how many locations you have that are close to my business.  Remind me of how easy it is to conduct a business meeting at First Watch.  Throw me a coupon from time to time.  Ask me some questions about how you could serve me better.  Deliver some value in return for me giving you my contact information. 

I must say, First Watch gets it right on so many things.  I really do love the place and I bring many clients and friends there for a meeting.  But could they take another step or two and making sure I leave with a 'wow'?  You bet.

First Watch:  You know who I am.  Now, get to know me. 


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New Websites Launched
Posted Friday, March 14, 2008 by brian lecount

R.O.Why! Marketing recently launched two new client websites.

Health ForceRecruiting site for Health Force, a national provider of travel nursing and allied health staffing solutions  For over four years, R.O.Why! Marketing has served as the outsourced marketing department for this national travel nursing and allied health staffing company.  Health Force wanted to take a big leap forward in their overal marketing strategy, brand development, and the level of interaction on their website.  Built with the specific needs of healthcare travelers in mind, the new website allows candidates to build a profile and receive specialized job alerts as opportunities come available.  Travelers can also easily build a customized job cart and apply to many different positions at one time.  Our work now is focused on driving traffic to the new site using search engine optimization, email marketing, print advertising, and soon, a blog just like this one.


IPLogic, Inc. is a leading provider of communications technology solutions across Site redevelopment for IPLogic, a provider of voice & data communications solutions in the northeast United Statesthe northeast United States.  Coming off an acquisition of a telephony solutions provider in 2006, the company redeveloped its marketing strategy to better communicate its offerings across the 7 geographic markets in which it now operates.  A series of interactive marketing, email marketing and event marketing programs throughout 2007 culminated in the lauch of the company's new website in early 2008.

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