Category Archives: Ideas

Let’s Get Postal: an experiment.

How long has it been since you got a hand-written note from a friend? (Birthday cards from your Mom don’t count.) I’m talking about a real note where someone took the time to say thank you or “just thinking of you today.”

That’s right… it’s probably been forever and a day. But if you’re like me, you get a thrill when you see a hand-addressed envelope in the mail box. And if it’s not another cleverly disguised funding solicitation, then baby, you’re blessed.

So I’ve got just a real simple offer for you:

Find a cool postcard, note, or any paper* that can be mailed, and write down the following:

1. Your name.

2. A fascinating fact about you.

3. “Private” if you want to keep the correspondence just between us — or “Post!” if I can share your note on my web site (blocking out your return address), and also a copy of the reply.

4. Your return address.

Then, mail it to:

Rribbitz Goes Postal
4601 Excelsior Blvd., Ste 313
St. Louis Park, MN 55416

Within two days of getting your note, I’ll send a speedy but thoughtful reply to the amazing facts you just provided me. I promise, it’ll be fun.

Who wants to play?? Wait, let me ask again…. who wants to get some mail?!

* Bonus points for anything with a frog or toad motif. As if I even HAD to say it…

Fine, I admit it. I’m watching you.

If you’ve followed me for a while, you know I’m addicted to the real-time web site analytics of Clicky. So crazy addicted I use it to monitor traffic on my own site as well as the sites of eight clients. And honestly? I’m just not that into GA.

Why I love Clicky as a business tool
A lot of the time, clients hire me to write new copy or optimize the existing copy on their web sites. After that, we add PR and social media into the mix so they can better engage with their customers and start getting their stories out in the market.

#1: Clicky keeps me accountable. With Clicky analytics, I monitor the effectiveness of the search optimized copy and meta data: are the selected keyword phrases pulling in the traffic we wanted? Have we reduced the bounce rate of the site, are we increasing traffic and extending the average time of a site visit? I let my clients know that we have to watch the results for a good 3-6 months before we can confidently analyze the trends we see.

#2: Clicky tells me what social media is accomplishing for us – on a day-to-day basis. By then, my work for the client has expanded to social media and pr. My goal is to help my clients build robust, relevant and interesting content into their websites – so when we integrate Facebook and Twitter, we have a reason to direct people back to the client’s web site. Of course, at the same time,  I’m teaching my clients how to have meaningful conversations on social media — how to talk like a real human being instead of a robot, and how to create connections with people, not just “target markets”.

#3: Clicky satisfies my pathological need for information NOW. Which is where Clicky analytics get really interesting. Because I don’t like to wait for results. And when I use social media on behalf of a client, I can watch the dots light up the screen – using the Spy App (image from appstorm.com):

The Spyy App tells me how many visitors are on a site, how they got there, what page they’re on (right now), what pages they’ve already been on, and a LOT of other behind-the-scenes details – like IP address and geographic location. The tab in my browser always displays the # of visitors on my site – so I can keep my eye on it while working in other windows.

And now, why I love Clicky – the full confession.
I’m watching. I mean, really watching. When you visit my clients’ sites – and when you’re on mine. Last week I took it a little further.

First confession: I took advantage of the GAP Groupon frenzy to post a two-part series about my own Groupon experience. [guilty]

Second confession: As I was watching the traffic to my site, I noticed an IP address from “State of Minnesota”. I’d seen “State of Minnesota” on my site before, and I’m not a shy girl. And I like new business as much as the next person…. so I tried something.

My Twitter widget is viewable from any page on my web site, so I posted:


“State of Minnesota” turned out to be the director of media and pr for a client that I did work for….. way back in the agency days. And she took me up on my offer:

I won’t tell you the rest of our conversation – a girl has to have some boundaries. And ok, I’m not always sitting here watching my site traffic — a girl’s got to eat and write marketing strategies, too. But like I said earlier, I’m pathologically driven to justify myself (kinda like Madonna and her love). This makes it easy – and fun.

Don’t forget: If you want a lesson in being a Clicky Creepster, or how you can use it to monitor real-time social media results, let’s connect. Or tell me your own confessions about analytics: I love  to hear ‘em.

Lessons in Groupon® – part II

and now, the conclusion of Adventures in Social Shopping:

When Groupon Goes Ballistic.

In part I, I outlined all the things that worked really well when I escorted a client through the land of social shopping. And now, in all fairness, I should highlight the things that could have run a little better. I’ll attempt to do it in the kindest way possible (for myself, that is).

Prepare early. The day before our Groupon Deal, the Groupon rep sent us a nice little list of suggestions on how to prepare for the day. Like, increase staff. Expect more traffic. How to train employees to redeem Groupons. Honestly? Could have used this information at least a week in advance. 24 hours notice was barely time for us to prepare for what was coming, let alone implement some of the helpful advice we got.

* What I should have done: I should have talked to more people and companies about their Groupon experience, to get their first-person insights. Is there another way I could have gotten the tip sheet from Groupon a little earlier? I don’t know. If you do, please share.

Check-in with your client. About EVERYTHING. I thought I had all of our bases covered, but I didn’t realize my client was closing up the retail location during our 90 minute appearance in downtown Minneapolis. Had I asked about that, I would have made sure we had someone on duty for that brief time. How could we have known that ONE SINGLE person would stop by with a Groupon – early in the day – and leave in a huff? Ugh. A mistake not to be repeated.

* What I should have done: Pushed aside the notion that it would be stupid to ask, “Who’s manning the shop?” Because it was my job to think of everything.

Be on the lookout. Groupon can be an exciting, happy day for a client. But we still had a few people who took advantage of my client by using multiple copies of the same Groupon. We were in such a state of frenzy that we didn’t notice until it was too late — and yes, we’d been duped by a customer.

* What I should have done: I should have been more familiar with Groupon and readily checking the unique codes on each one – rather than blindly smiling and checking people off the list. But I am happy to say that our Groupon rep was very helpful and readily refunded my client for each fake Groupon that had been cashed in. Now that’s great follow-up service.

And finally:

Don’t have an emergency root canal the day before your client’s Groupon. There I was, one hour into a root canal with my face swollen to all hell. Reeling. I got an email and a phone call from the Groupon rep – because of a glitch, we had to re-do the terms. It was less than 14 hours before the promotion, I was bleeding all over my own face, and I had to perform re-negotiations between an adamant Groupon rep and a very unhappy client.

* What I should have done: Had I not been in the root canal chair, I would have fought harder. I might even had advised my client to walk away — we didn’t need Groupon to pull off our event. That’s absolutely how I feel about it today. But I wasn’t in a state to fight hard, let alone fight at all.

When the root canal was over, I postponed pain medication until I had made enough phone calls and emails to result in a content Groupon rep and a fairly content client.

And then I took two Vicodin, fell into bed, and prepared for the big event to launch at midnight.

I’d say it still went rather well — wouldn’t you?

(missed Part I? No prob – read it here.) (oh, if you want to write a similar success story for your own company – minus the minor issues, DEFINITELY minus the root canal — let’s connect!)

Lessons in Groupon® and other adventures in social shopping.

aka: The day my client wanted to kick me in the head….. for all sorts of reasons.

In case you haven’t noticed, Groupon® is breaking the web today. People are raving about the Gap’s Groupon strategy (I agree, it’s great timing with back to school) and simultaneously complaining about the monstrous case of online hiccups.

But since I’ve got your attention, it seems like the perfect time to share the lessons I learned when I sent one of my own clients down the mystical magical path of…. SOCIAL SHOPPING.

What worked for us.

Early research. After a few months of going back and forth with Groupon about details and logistics, we didn’t seem any closer to actually getting it on the calendar. So I got creative and found an obscure holiday that related to my client’s business. Then I sketched up some promotional ideas and dashed an email to my Groupon contact: “Hey! Here’s the perfect day for our Groupon – can we have it?”

Creative thinking. When I sent the email to Groupon requesting our “day”, I also let them in on some secrets: we were already working with a local radio station to promote the obscure holiday, coordinating free samples in downtown Minneapolis over the lunch hour, and planning a separate “party” at the retail location. They were hard-pressed to say no to us, seeing that we already had a strong promotion plan of our own.

Utilizing relationships. Having written and placed radio spots for my client, I had an advocate at the station. So when I was mulling over execution, I contacted her to share my ideas and said, “What else can you put together for us?” With that, I had an entry point for the short flight radio campaign and the appearance in downtown Minneapolis. Because I asked for it. And she also made it easy for me to create two versions of our radio ad – one that ran before the event, and another written specifically for day-of.

Social power. I knew I’d be working on-site all day to manage logistics, live promotions on social media, and anything else my client needed. But then I remembered we also had a pool of local, enthusiastic fans on Twitter: so we pitted them against each other for the chance to be official event reporters, in exchange for fancy badges and free product. It enabled me to do more in the background, and gave my client a chance to interact more closely with her fans.

Smart PR. I’ll admit it, PitchEngine is my favorite way to create and share news with the media.  If you use the free account, your pitch is active for only 30 days – but that doesn’t mean you can’t change the content during that time. I published a teaser release three weeks before the event, and alluded to the Groupon promotion (we weren’t allowed to publish specifics until the day of). On the day of the event, I edited the release to reflect real-time details and the specific Groupon promotion.

So, how did it go?
The press release had nearly 1000 views in its 30-day run.
With Groupon, my client gained 709 new customers in one day.
At the downtown event, we handed out samples and coupons to nearly 150 people.
Instead of one official Twitter fan reporting on the event, we had three. Two of them even created a Facebook page for their personal campaigns. And each of them lent unique voice, video and photography to the event.
At the retail location, nearly 100 customers visited to redeem Groupons, try more samples, and make additional purchases. And we actually ran out of some products.
Web site traffic spiked 1000% on that single day, with a bounce rate of 13%, and visitors spending an average of 4-1/2 minutes on the site.

I know what you’re thinking…. AMAZEBALLS!

But that’s not all. Stay tuned for the conclusion of this story from Adventures in Social Shopping:

When Groupon Goes Ballistic.

Lessons in new biz:
 be a bargain, screw yourself.

aka: How to sell yourself short and screw all hope of proving your real value.

As promised, I said I’d share some of the lessons I learned in launching Rribbitz. For this first installment, let’s look at one of the “brilliant” ideas I had when it came to getting new business. Go ahead, judge me. That’s what I’m here for. But even more… post your own questions, comments, and lessons — we’ll all be better for it in the long run.


Brilliant idea:

Offering my services at fire-sale prices for an introductory period. The goal? To convince a reluctant client of my amazing value and eventually sign them on at the full rate.

[BOOOOOOOOOOOOOOOOOO]


The reality of my brilliant idea:

Nice try, self. I ended up giving my services away when I could have been chasing down paying work. And the worst part? I soon realized that paying clients came first when it came to allocating my talents and energy for the day — and that reduced-rate client I was trying so hard to impress? Really wasn’t getting the best of my talent or attention in the long run. So ultimately, I shot myself in the foot. Twice.


Lessons from the brilliant idea
:
If you sell yourself short, you’ll pay for it one way or another. By losing money, delivering a lesser product or service, and by showing the client that you’re happy to be a bargain. Let’s hear that [BOOOOOOOOOOOOOOOOOO] again.

Go for what you’re worth – and when you find a client who enthusiastically agrees with you, the motivation to keep that client happy and do your best work will feed your soul, your business, and the end result.

Without making you feel like you sacrificed something to get there.

NEXT LESSON:
When a client wants to break up with you….
what it really means. And how to use the experience as another springboard.

Tell me about your bra

There’s a method to my madness, I promise.

Ladies, I’d love your input — so if you have a minute, click the picture below to take this very quick survey:

Stop Doing Dumb Things: Don’t jump into social media…. unless it makes sense for you.

As part of my presentation last week titled, “Stop doing dumb things,” I specifically advised against jumping into social media — without a plan, that is. To borrow a phrase from your mother, “If all your friends jumped off a bridge, would you do it, too?”

In this recap, I give you permission to NOT do social media unless it actually makes sense for you.

Stop Doing Dumb Things: #1. Don’t jump unless it makes sense. from Rribbitz Creative Communications on Vimeo.

It's the most wonderful time of the year!

holiday_cardDo you feel it in the air? You know it’s coming. With the bounty of fall around us, you can’t ignore it. It’s time to think about your holiday greetings!

Now, having worked in ad agencies for the last 18 years I know this much is true: no one wants to work on the company greeting card. No matter what business you’re in, it’s probably the last thing on your list — but you can’t ignore its priority.

That’s why Rribbitz has a plan. Together, we can jump start your holiday card and help you do something different this year – something really interesting. Something that will help you connect with customers and make an impact.

It’s a simple plan. We meet, we talk. Three business days later you’ll have concepts on your desk. Something to run with. Something different. Lucky you!
Little Rribibtz
Seriously. Look at the kid in this photo. She’s so excited she can hardly contain herself. And she really, really wants you to do something different for the holidays this year. Something interesting.

Let’s talk today: call Rribbitz at 612-889-0448 or email Ideas@Rribbitz.com.
The days aren’t getting any longer…

Baby, I can change my tire.

Reviewing “Ladies, Start Your Engines,” taught by Lori Johnson. Held at Roseville Chevrolet, August 5.

Lori Johnson of Ladies, Start Your Engines

Lori Johnson of Ladies, Start Your Engines

I don’t consider myself a dainty flower. So when someone invited me to attend a car care clinic taught by a woman especially for women—entitled “Ladies, Start Your Engines”, no less—I thought, “Good grief, will we be working with pink wrenches?” I avoid tool sets that come in pastels. I can’t garden with gloves on because I have to get my hands dirty. And I always figured I’d rather go to a co-ed car care workshop because I just want the facts, and I don’t want to be treated with kid gloves or talked down to. Don’t build something or plan something especially for me just because I’m a girl!

Just treat me like a person and let’s get on with it!

So that’s what I said to Lori after the class, when I admitted that I arrived with low expectations. Her response? “That’s sad, because it’s probably based on the way you’ve been treated.” She was also quick to explain that she stopped teaching co-ed classes because men tended to dominate the discussions while women faded into the background (hm, sound familiar?).

What really works for Ladies, Start Your Engines is Lori herself. She’s not there just to teach a bunch of ladies what’s what. She’s there because she has passion for her craft—and 20 years of experience to back it up. Her passion comes through in straightforward delivery, conversational demonstration, and sporadic moments of nerdy, auto-mechanic insights and humor. I loved it.

And what do you know – it worked on me. Before tonight, I’d already changed a few tires, installed new windshield wipers, and even changed a headlight on my car. But I learned some new stuff thanks to Lori. Like:

Lori tells how a 7-year old girl used her bodyweight to loosen the lug nuts on a tire in her last class.

Lori tells how a 7-year old girl used her bodyweight to loosen the lug nuts on a tire in her last class.

• If I take my car in for tire work, I can ask the mechanics to use a torque wrench instead of a power tool on the lug nuts. That way the nuts won’t be sealed with super human strength should I need to change the tire myself.

• Speaking of lug nuts, all it takes it the weight of my dainty self to loosen those things. At Lori’s clinic, everyone took a turn literally stepping up on the wrench to see how it’s done.

• I have an old car. Apparently newer cars can go 7500 miles between oil changes. Ahh, well.

• Did I say I have an old car? Apparently windshield wipers are a lot fancier and easier to install today as well. Ahh, well, again.

• The tire pressure printed on a tire is the max pressure for that tire. You need to check the car’s owner’s manual to find the recommended tire pressure when it’s on your vehicle.

That’s all I’ll share with you now, because I’d rather send you to Lori’s workshop where you can learn it yourself. Or check her out on Twitter, or visit her website.

I went in a skeptic, but left feeling pretty smart about car care. Eager to go home and practice changing my tire, check the air pressure on my spare. Because I can. And should.

That’s why I had to fess up to her at the end of class. As we wrapped up our conversation, she said, “Did you notice the sales guys were lurking around during the presentation? They were waiting to hear if I said something wrong.”

But I disagree with Lori on that one. I think they were trying to learn something.

Writing and Ideas

Coffee is my favorite way to start a conversation.

Coffee is my favorite way to start a conversation.

What I’m discovering about business is that it all boils down to relationships. And relationships start with conversations: the way I introduce Rribbitz to other people, or the way they introduce themselves to me.

That’s why I put writing and ideas on my business card, instead of marketing consultant. Or creative director. Or strategist. And so on.

Writing and ideas opens the door to a conversation around your needs — what does your marketing look like today and how does writing fit into it? Are you happy with your web site? Your collateral? Your branding and identity? Your packaging?

What kind of ideas do you want to talk about — utilizing social networks, reaching out to new customers, implementing an ad or event strategy that builds buzz?

Writing and ideas is the platform for launching a relationship with Rribbitz. I can take my 18 years of experience in the ad biz and boil it down to what’s going to work for you. And then I can coordinate the creative talent to get it done.

But first, I like to start with a conversation. So tell me – what’s your idea? Together we can make it happen.