Worldwide Media Group & Academy Communications, Inc. – United We Stand!

Effective Monday, July 28^th we will have a new name.  And our blog will have a new address. Make sure you visit us at http://academymediagroup.wordpress.com

Worldwide Media Group* is excited to announce the recent consolidation of divisions and name change within our organization! 

In keeping in line with industry trends and satisfying our clients’ needs, we’ve taken steps to diversify our product suite.  We’ve added Search Engine Marketing, including Search Engine Optimization and Pay-Per-Click, Website design/development and Email Marketing services to our existing offerings for National White and Yellow Pages advertising for print directories and the Internet.

In doing so, we’ve realized the added benefit of bringing our division together with our parent company, Academy Communications, Inc., to more effectively promote and market our organization as one entity, instead of two.  For the past twelve years each brand has worked independently and we’re looking with great anticipation toward the future.  Moving forward, Academy Communications, Inc. and its Worldwide Media Group division will be united as Academy Media Group!

We will continue to utilize our key resources, our employees, capitalizing on their strengths.  We will “marry” the two divisions and their respective service offerings to now include traditional media such as Radio, Television, Outdoor, Direct Mail and Promotions, in addition to the Search Engine Marketing, Web Design and Development, Email Marketing and Yellow Pages services mentioned above.  This will allow us to work together more effectively, bringing you, and our customers, a total solutions service provider.

*Worldwide Media Group was not affiliated with Worldwide Media Direct, Inc.

Yellow Pages and Summer Time Fun

So, it’s that time of year!  Our older kids are home from college, tots and tweens are out of school and it’s time for some family outings.  Why not turn to the Yellow Pages to help your family plan for fun in the summer, even it means staying close to home. 

 

According to the Yellow Pages Association these headings are most impacted by individuals looking for fun but staying close to home based on relevancy.

Enjoy the warmer weather and don’t forget to make good use of the Yellow Pages for your summer plans!

Online Video Made Simple

In subscribing to the Search Engine Guide’s email newsletter, we receive helpful articles from various authors about Search Engine Marketing, Local Search, Blogging, Online Video and more.  The Search Engine Guide is focused on assisting the small business in marketing their products and services online.  I came across the following article on ‘Five Ways Your Business Can Use Online Video’ by Mack Collier that I thought would be of interest to some of our clients and other small companies trying to promote their business on the web.  It will require some time and creativity on your end with a bit of understanding about technology, but otherwise is a great tool for a reasonably financial solution to online video.  Read on…

 

Thanks to the lowering cost of technology, it’s now possible for any small business owner to create and share videos with current and potential customers online, for less than $200.  This also gives small business owners several exciting new options for growing their businesses.

 

If you’re wanting to add video to your online marketing mix, the Flip Camera is your new best friend.  This camera, which can be had for well less than $200, gives small businesses the ability to quickly and easily create and then upload videos to the internet. 

 

I’ve actually seen a demonstration of this Flip Camera at a seminar I attended recently and it looks like it’s pretty simple to use, not to mention the fact that it’s portable.  You won’t have to worry about lugging around heavy equipment and you can be as spontaneous as you need to be.  It does require video editing software, such as Sony Vegas, which runs anywhere between $74.95 and $549.95 depending on which package you choose.  You can also take advantage of a few free programs like Windows Movie Maker and Videospin.com.

 

And here’s five ways you can use videos that you create to promote and grow your business.

1 – Product demonstrations.  Let’s say you own a lawn care business.  Often when dealing with insecticides and weed-control products, how you use the product greatly determines its effectiveness.  If you could create a video showing your customers exactly how to apply the products so that they could have a beautiful lawn, that would likely make them MUCH more likely to buy the product from you.  Because you are helping them understand how to use it properly.  As time goes by, you could create a library just for your product demonstration videos, and organize them by brand/function.

2 – Profile your workers.  One thing that many companies, especially those that blog, miss is putting the focus on their workers.  It makes customers feel more at ease if we know more about the people we are dealing with.  Creating a short video to introduce us to the people that work for your business is a great way to help establish trust with your customers.

3 – Put the spotlight on your evangelists.  Are you lucky enough to have special customers that sing your praises to everyone they see?  Then stick them in front of the camera!  Ask them if they wouldn’t mind recording a short video testimonial for your business (Hint: They will probably ask you what took so long!).

4 – Record special events that you’re involved in.  Does your business participate in fundraisers?  Do you have a bookstore that has a ‘Mystery Night’ every Thursday?  If you have any event that is geared toward interacting with your community, share those experiences with others through video.  This is also a great way to show your personality, and that you enjoy creating events that bring you closer to your customers.

5 – Creating posts for your blog.  Let’s be honest, for some people, it’s simply easier for them to create a 5-min video talking about a topic, than it is to spend an hour trying to write the perfect blog post.  If this sounds like you, then don’t fight it!  Instead of writing your next blog post, record a short video and post that instead!  You may find out that your readers prefer this format.  And you might as well!

 

A great example of Video Blogging is Sage Lewis’ ‘Web Marketing Watch’.  He is also an author for Search Engine Guide.  Sage uses video on a regular basis to share his information, thoughts and views on a variety of topics instead of writing articles or blog posts.  Another creative way to interact with your online audience!

 

These are just a few of many ways that your small business can leverage video as a way to promote your business, help customers get the information they are looking for, and to just have fun!

Web marketing very simply defined

Okay, by now I’m sure most everyone out there has heard the term “web marketing”.  For that matter, I’m sure many of you have heard the acronyms SEO, PPC and online PR.  Yeah, yeah, yeah, I know; the last one was only half an acronym. Acronym or not, I’m here to help you understand what these terms mean and how they can contribute to providing your business with a successful online presence. Keep in mind this is a blog entry, so for now we’ll simply skim the surface of web marketing in general. I will elaborate further in blog posts to come. 

Web marketing.  What is it? Web marketing is the umbrella that covers all the different types of ways of increasing traffic, exposure and conversions on your web site. It’s a general term that could be used to reference a variety of different methods to increasing and improving your online exposure. Basically it says “Hey, I’m taking steps towards improving my web site, generating traffic to it, and increasing my chances of a user making a conversion. I’m active in web marketing”. To avoid confusion; when I use the term “Conversion” I’m speaking of the action you want your users to make. For example; if your business sells products, a conversion for you would be when someone buys your product. If you are a company that does not sell on the web, a conversion for you may be someone filling out your “Contact Us” form and requesting information. A conversion can be different from company to company and industry to industry. One thing remains true, positive conversions are ultimately what we are all after.

If you have a brick and mortar store or shop, you need to market that business / location to drive people to it and let people know you’re around, right? Once they are in your store, you’re going to have what we call “calls to action” that will help persuade the potential buyer into doing what you want, right? The web world is no different. We want to drive people to our site and once they are there, we want to provide them with a great experience and make it easy for them to do what you want them to do (buy a product, submit an inquiry, call you, etc.). That’s web marketing.

Again, we have simply skimmed the surface of all that is web marketing and I will be following up to explain in greater detail some of the activities that fall under the web marketing umbrella. Activities such as search engine optimization (SEO), pay per click (PPC). online PR, link building, social media outlets, etc.

Well, that’s it for now. Of course I’m open for questions, so feel free to drop me an email at josh@tkg.com.

Our friends at Worldwide Media Group and I look forward to helping you further understand “web marketing”. Take care.

    — Josh Best, The Karcher Group

Josh Best is a Sales Rep / Account Executive for The Karcher Group, a web development, marketing and hosting firm located in North Canton, Ohio.                         

Online Video Mania!

Online Video has made great strides in the past few years, especially with the introduction of YouTube into the proverbial “Cyberspace” over 3 years ago.  YouTube started as a way to upload user-generated content, giving amateurs the opportunity to star in their own homemade videos and make it visible to the World Wide Web for all to see.  Site users and visitors grew quickly and eventually Google snatched it up to add to its suite of online properties in October, 2006.

 

Eventhough YouTube is mostly geared towards video clips of movies or shows and those creating homemade videos for entertainment purposes, it has such a great viral effect in the Web 2.0 World (Social Networking sites) that companies have also started utilizing videos as a successful marketing tool.

 

Adding videos to your website, landing pages or video sharing sites is a great way to engage your customers.  It tells them what they need to know in a short, concise visual message versus forcing them to read paragraphs of information to make an informed decision.  It’s also a great way to instruct your visitors on next steps encouraging them to take action.

 

In a recent seminar I attended presented by a local Search Engine Marketing company, they recommend to write down the top 10 problems your customers face and address them in your online video.  Walk your customers through a process or product description/demonstration and instruct them on next steps in a short video clip.  Make the learning process as simple and straight forward as possible, then make sure you include a call to action.  The average video should be between :30 (seconds) to 3:30 in length, but no more than 5 minutes unless it’s a training video or sales guide.  In fact, online videos are a great way to train new employees without the added expense of air fare and hotel accommodations to send them to a training seminar and they’re available 24/7! 

 

Check out the outstanding product and training videos produced by the company we utilize in promoting online videos to our clients at MindGrabMedia.com.

 

Videos have proven to have strong viewership that continues to grow and favorable response rates.  According to comScore (comScore May, 2008 Press Release), U.S. Internet users viewed 11.5 billion online videos during the month of March 2008, which is a whopping 64% increase over March 2007.  Google sites lead the competition with a 38% share of all videos viewed online, with YouTube accounting for 98% of videos viewed on Google.  The next closest competitor is Fox Interactive Media with a 4.2% share.  comScore goes on to report that nearly 139 million U.S. Internet users watched an average of 83 videos per viewer in March. 

 

In addition to the astounding viewership of online videos, the response rate isn’t too shabby either.  According to a study conducted by the Online Publishers Association in June 2007, out of the 80% who had viewed an Online Video Ad, 52% had taken some sort of action.  More specifically, 31% ventured on to the company’s website, 22% searched for more information about the product and 16% actually made a purchase.  These numbers are only going to climb.

 

As you can see, online videos are not just a fad nor are they just for fun.  They should not be ignored as a way to educate online consumers about your company’s products or services.  (It’s definitely on our “to do” list.)  Don’t forget about utilizing video as a means to train your sales staff too.  The opportunities are endless. 

 

It’s only a matter of time before you too will join in on the Online Video Craze!  

 

Does size really matter?

And now that I’ve got your attention, let me rephrase that!  Does the length of your email subject line increase your open rates?  

I found this MediaPost Publications article written by David Goetzl to be pretty interesting.  

To summarize, what he’s saying is open rates for marketing emails increase when the subject lines are in the 50-80 characters range.  

Research was gathered from 250 million messages sent over a two year period with over 600 different subject lines.  It is theorized that the longer the subject line, the better chance a marketer has to present different concepts that may be appealing to different consumers, thus elevating the email’s open rates.   

Check out the article, in its entirety, below.  

 

Email Analytics Reveal Sweet Spots In Subject-Line Length

by David Goetzl, Tuesday, May 27, 2008 7:00 AM ET

CAPTIVA ISLAND, Fla. — Email marketing analytics have led Dela Quist, CEO of London shop Alchemy Worx, to discover a sweet spot for how long subject lines should be.

He says open rates climb when the subject lines are in the 50-character range or 80-character range. But, perhaps counterintuitively, they fall in the middle when the length is 60 or 70.

The magnetic Quist gave the keynote address Saturday at MediaPost’s Email Insiders Summit conference: “Emailing People Not Lists: Using Customer Based Metrics to Drive Performance Improvement.”

Research culled from 250 million messages sent over the past two years, with 660 different subject lines, has led him to believe that a 50-character subject line touting a “powerful” offer is appealing (30% off Spring Getaway flights to Florida on Delta).

And a longer 80-character-plus line describing a newsletter in enticing fashion works (Find out Secrets to Spice up your Barbecue this weekend and all Summer Long and enter to win a New Weber Grill.)

Somehow, in the 60- to-70-character middle, he says, the subject line is either too long or not long enough.

Quist has various theories, but one is that the longer the subject line, the better chance a marketer has of presenting different concepts that may appeal to different consumers and boosting open rates. So in the above example, some may be interested in the ways to improve their grilling, while others would seek the new grill, leading to higher open rates.

Quist’s research–his clients include PayPal and Intercontinental Hotels in the U.S.–showing that “long subject lines work better” goes against conventional wisdom, he said.

“Our experience tended towards the belief that long subject lines work better,” he said. (The longer the better goes against conventional wisdom.) A more descriptive subject line can also build goodwill with consumers, since it can provide enough info to easily either turn them on or turn them off.

 

The original article can be found at:http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=83385

Yellow + Green = Reduced Environmental Impact

The Yellow Pages Association (YPA) and the Association of Directory Publishers (ADP) recently sent information to their members announcing their plans to showcase the Yellow Pages industry’s adoption of environmentally-friendly practices.

The two organizations announced joint environmental guidelines that focus on source reductions; such as communicating flexible directory distribution policies that allow end users to request additional directories or to opt out from receiving future directory deliveries.  Other issues addressed include recycling opportunities and efforts to minimize the Yellow Pages industry’s environmental impact. 

Additionally, the associations unveiled a unique environmental seal that directory publishers may use to demonstrate their commitment to the specific environmental guidelines adopted by both organizations. 

This joint venture should instill confidence in consumers and businesses alike that their local directory publishers are proactively taking steps to reduce their environmental impact.

For more information about YPA and the Yellow Pages industry’s proactive environmental activities, visit YPA’s “Yellow is Green” website at www.yellowisgreen.org. 

Isabella Santos Foundation Golf Fundraiser scheduled June 6th

The golf fundraiser for 3-year old Isabella Santos is a few short weeks away. (read Isabella’s story at http://www.caringbridge.org/visit/isabellasantos)

Date: Friday, June 6th, 2008 – 1pm 

Location: Regent Park Golf Club, Charlotte, NC

Entry Donation: $135 per person  (Net proceeds go towards the long-term care for Isabella Santos in her fight against neuroblastoma cancer).

Fee includes: Green fees, range balls, cart, box lunch and afterward, a hot dog & burger BBQ. The course will be selling beer, water, gatorade & soda (profits go to the foundation).

Prizes: Longest drives, closest to pin, overall tournament winner, 50/50, etc.

Questions: Email clarka@onboardllc.com

Can’t make it?: Tournament prize donations are still being accepted or visit www.livestrongIsabella.com to make a tax-deductable donation to the foundation.

About the Isabella Santos Foundation:  The Isabella Joanne Santos Foundation has been created to assist Isabella and her family in her fight against neuroblastoma cancer. The funds raised through the foundation’s efforts will be used to help cover medical expenses associated with her medical treatment that are not paid by traditional medical insurance, as well as her long-term care. In addition to immediate medical costs Isabella faces long-term side effects associated with her treatment, such as hearing loss, heart-related issues, and an increased risk of second cancers. All of which could potentially be a part of her life for years to come.

The Isabella Santos Foundation also hopes to increase awareness of the disease and of the lack of funding available to pediatric cancer research.

Google Packs The House

American Marketing Association, Cleveland Chapter, brought Ted Souder, Midwest Travel Head of Sales to town to share Google’s latest marketing ideas. There was a terrific turn out and this was definitely our most attended event this year.  Why?  Because we all know Google is a search engine giant and we all want to know what they have to say.  Not only do they offer search, but they provide additional tools like Google Analytics that can help a business of any size really dig in and segment what’s happening with their website traffic.

 

Our topic for the evening was “The Digital Landscape, 10 Best Practices Shaping The Future of Marketing” and I thought our readers might enjoy reviewing these best practices.  Think about these points as they relate to your business:

 

1)     Data, not opinion – Use the math and science of marketing and let the data assist with your marketing direction – use the analytics

2)     Be ready online for what’s happening offline

3)     Don’t build it and hope they will come – promote online and offline

4)     Big Portals are Important (AOL, MSN) and so are niche sites

5)     Make video the centerpiece of your online strategy – it’s believed that every minute, 10 hours of video is uploaded onto YouTube

6)     Take social media seriously

7)     Tap into the wisdom of the crowd – the group is smarter than the individual 

8)     Be where your consumers are at the moment of relevance

9)     Keep your eye on how computer architecture is changing

10)  Be “always on” because your consumers already are

 

Ted gave us the following stat which I thought was really amazing regarding mobile. It’s believed that mobile will be as big as the web.  That’s a powerful prediction, don’t you think?  It was said that currently there are approximately 490M mobile internet users and that number is expected to grow to nearly 1B by 2011.  Are you planning for that and integrating mobile into your marketing mix? 

 

I’ll close by saying it was a great event that offered networking opportunities, good food (of course) and a focus on innovation, new ideas and improving our current business strategies.  Thanks Ted and AMA!

Mobile Coupons – Ingenious advertising concept or waste of airtime charge? What do you think?

In a previous post (http://wmgagency.wordpress.com/2008/04/10/just-returned-from-yellow-pages-association-convention-exhibition/) Renae mentioned a company she heard present at the Yellow Pages Association conference in Las Vegas.  The company, MobileGates, provides mobile coupons that enable local businesses to target prospective consumers most likely to respond to real-time offers. Advertisers can easily create mobile coupons, select target locations and add locator store finder maps. 

As an advertiser would you spend a minimum $.20 to send a coupon to an interested buyer?  No spam issues here.  Consumers “opt-in” by clicking on your coupon or listing to send the coupon to their mobile device or phone. They then redeem the coupon by showing it at the point of purchase. 

On the flip side, as a consumer would you find value in receiving a mobile coupon despite the standard text messaging charges you will receive from your phone carrier? 

Personally, I find tremendous value in the mobile coupon concept.  We’d all like to save a buck or two, especially during these tough economic times.  How many of us spend time clipping and cutting coupons only to leave them collecting dust at home, unavailable to us, when we make that impulse stop in to our favorite store or coffee shop?  I never leave home without my phone so there’s no chance I’ll be without my coupon when I need it.  And if you are in the habit of printing your coupons off a web site or email message you’ll save paper and ink so you can take comfort in the fact that you’re doing your part to be more eco-friendly, too! 

To me, the mobile coupon is a no-brainer.  I pay Verizon a small monthly fee for some ridiculous text messaging allowance so I’m not concerned about the cost of the text.  I’ll limit my coupon requests to only those retailers whose businesses I plan to frequent so I’m sure the coupon savings will outweigh the text messaging cost.

There are still some details to be finalized but I’m excited about what this company is bringing to the table and look forward to sharing this information with my clients.  Is any one taking advantage of this type of program?  Still in its infancy, I’d love to hear some feedback on the pros and cons of this form of advertising.