Ads Reviewed by Terra L. Fletcher

 “A fleeting moment when time stands still. It all begins with a one-hand watch.” This watch ad by Rufus Lin Designs has an obvious sexual element. Buy a cool watch; get the girl. But this watch is truly unique, something I’ve never seen before, so despite the obvious and the cliché, it works. The ad has a clear call to action to view this and other timepieces online. It includes several options for contact. The interested party can call, email, or even snail mail. But the company name and contact info isn’t the most prominent thing in the ad (that’s a good thing). 

 “Give ‘em the bird.” If this Wild Turkey ad didn’t capture your attention, I don’t know what will. I was in the waiting room in a clinic when I saw this, so please forgive the poor camera phone picture. (But at least I didn’t rip it out of a magazine that wasn’t mine.) I like that this ad has the QR code, perfect for curious smartphone users. It also has the address of their Facebook page, which you know I like. What a great way to continue the conversation.

 I’m all for ads that don’t look like ads. That really is the best kind of advertising. If you notice the word “advertisement” on the top of this page, that’s you’re only clue that UPS paid for this page. I don’t like that it is in Businessweek because I know business owners will see the word advertisement and might feel (as I often do) that the advertiser was trying to trick them. Of course the carbon neutral is a good point and everyone likes to see companies they work with go green, but this ad just missed the target.

Having worked as the “keeper of the data” back when I still had a “day job” I could really relate to this ad by Splunk. “Every company is a data company.” There is a lot of truth to that. And I like the “AHA! moment.” This ad tells me that Splunk can make sense of all the numbers and jibberish before I even read the ad. The ad has strong benefits for users and great prestige appeals. It does lack a strong call to action and only has one means of contact.

Got an ad you'd like me to review? Please email it to terra@fletcherfreelance.com.

Please Don’t Flash

Both myself and most web developers will tell you to skip the flash. Of course flash has its place, but embedding flash into your website is asking for trouble. Flash isn’t supported by a lot of devices. You can create many of the same products with free web applications and technologies. Try JavaScript, HTML 5, CSS 3, or others.

Why Not?

Apple refuses to allow Adobe to create a Flash plug-in for its devices because Adobe has had problems making said plug-ins secure and high performing. Apple even removed the Flash plug-in from Macbook Air. Sites with Flash often take longer to load and we all know how impatient web surfers are. I once read that you only have six seconds before they click away. And with Google Instant, speed is crucial. When major search engines can bring up thousands of sites in an instant, who will wait for yours?

When is Flash Okay?

Well, it isn’t easy to otherwise embed a video into a website. A Flash plug-in is often the only way to play video on every browser (without headaches). And where would we be without sites like YouTube? Many game developers have become Silicon Valley sensations for creating addicting Flash games.

What’s the Future?

Adobe ceased development of mobile Flash in November. HTML 5 is the new route. Some predict that the desktop versions of Flash are not far behind. CSS and JavaScript are poised to take over.

Your Website?

It’s about that time when I do an annual update to my website. (I mean, really overhaul it.) I recommend a facelift at least once a year for most businesses. If you’re looking at your site, ask if your Flash animation is necessary or if it’s just some attention seeker? If your site really would benefit from a demo or video of some sort, that’s fine. Just make it the user’s choice. Add a button to your homepage that routes the viewer to the video.

Need your website reviewed? This is the perfect time. Let me use my SEO knowledge, marketing techniques, and eye for spelling and grammar to get your site ready for 2012. Email me now for a website review ($39). Terra@FletcherFreelance.com

More 2012 Business Predictions

It’s certainly that time of year. The time where we finalize our budgets and plans for the year to come. It’s also the time I like to make business and marketing predictions. Objective guesses about the future help guide the rest of my business plan.

Overall predictions suggest a slow growth in the United States. Some sources say, two percent, but each local market and each industry will differ. I was just reading in Bloomberg Businessweek, for example, about the growth expected in infant and toddler products. Because January 23 marks the start of the year of the dragon in China and with changes to ease the one child rule, a baby boom is expected. The best way to respond to fluctuations in the market is to predict them and respond before they take place.

For 2012, your small business will want to stay flexible. With the Euro crisis and global economic uncertainty, business owners are creating flexible long- and short-term goals and visiting them often. Business owners do well to view marketing as an investment in their company. Now is the time to position yourself so you’re ready for increased demand.

Multichannel marketing will allow business owners to analyze the complexities of customer behavior. I’m a firm believer in highly targeted, tailored marketing campaigns that reach the right audience at the right time.

When it comes to your business’s social media presence, I’m still expecting businesses to demand a measurement of their return on investment. I understand the challenge this continues to pose, but I expect to see more tools that allow customer relationship management and by now you should be well on your way to crafting the right messages and delivering them at the right time.

Social media is continuing to change how market research is conducted. Products will continue to refine themselves and markets will splinter into further niche groups. With online polls, such as you’ll find on Facebook, it is easier than ever to find out just what your customers need.

Lower cost online ads are appealing. Because the innovative ads can reach very specific audiences in both search and social media, I see an increase of online ads and internet marketing and a continued decrease in small businesses seeking traditional print and broadcast advertising.

If you haven’t caught on to the mobileshopping trend, don’t wait any longer. Retailers need to be optimizing their websites for mobile phones.

What do you expect to see in 2012? Please leave your comments below.

Google+ Tips

If you’ve been following my blogs and articles and more on Google Plus, and have tried out the new social network, perhaps you’re wondering, “Now what?” Truth is, so am I. with all the changes to Facebook (many of which making Facebook more like Google Plus) and a slow start to the Google network how do you make the best use of Plus and Plus Pages for business? (If you haven’t started a business profile yet, read this.)

If you haven’t already done so, use the circles! Put clients in one, prospects in another, people you follow for marketing tips (ahem, Fletcher Freelance) in another. Then you decide how much business you share with family and how much of your personal life you share with business associates.

Think SEO. You’re Google profile should be visible to the public. Use SEO and copywriting principles when writing your profile and sharing in your stream. Include a keyword or two in your subtitle. Take advantage of the Introduction, Bragging Rights, and Occupation, but don’t get too carried away and make them strictly keyword lists. Include simple calls to action. Ask for input. Add headlines to links.

Let’s get visible. Customize your profile by creating information specific to your circles. If your Introduction is a compelling piece of copy that sells your services, have only prospects and clients see it. put your achievements in Bragging Rights and select who get to see them.

Apply text styles to your updates. Tag people. Get creative. Check out this Google+ Style Cheat Sheet. When your updates are more attractive and easier to read, more people will see them.

Consider a vanity URL. Although at this time Google Plus isn’t offering an easy way to change your mile-long address. Some have suggested altering your Google profile before signing up for Plus or using an app. You can also create a redirect from a page on your site to your profile.

Commit. As with any marketing, the biggest fault of those who try social media marketing is to stop too soon. If you expect results you need to be engaging and commit to posting regularly. Stay disciplined and track your results. Soon you’ll be getting business from Google Plus!