September 24, 2014

Social Media

Out-Listen the Competition on Social Media

Social Media

Out-Listen the Competition on Social Media

By Tori Tarvin, Social Media Marketing Manager

The C-level Suite has their social media game faces on and they’re ready to do battle.

“In the next five years, social media budgets will increase from 9.4% to 21.4% in 2019.”

And, they’re discovering that the social media battlefield isn’t just about posting. Successful brands monitor and listen to social media to provide customer service, drive innovation and collect competitive intelligence. Try these tips and join the ranks.

Listen before posting.

Today’s consumers spend more than 3 hours a day on social media. So, monitor this traffic to uncover unmet needs, and develop content and products that satisfy them.

Capri Sun, a trusted family brand and industry leader, listens and learns from moms on ways to continuously improve their juice drink. When moms asked for more fruit, they responded with a juice that contained an entire serving of fruit. Then they discovered moms wanted to see what was inside, and Capri followed up with the introduction of the clear bottom pouch.

See the results of Capri Sun listening to customers on social media.

Your company, no matter its size, can develop ideas and relationships through real-time media monitoring. Applications like Mention and Hootsuite track brand mentions and keywords to assess customer perceptions of your brand, and the language they use to talk about it.

Feed this information to your team, and they’ll be forever grateful!

Ask for feedback through social media surveys

For additional insight, survey your readers and reward their participation with giveaways or coupon codes. And don’t forget to ask for feedback. Many customers love to express themselves and feel like they’re partnering with you to make product improvements. Side effect: a deeper connection to your brand.

So pummel your competition by listening, or have us do it for you. Learn more about Social Media at Ideopia, or give Susan a call 513-947-1444, ext. 10

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Marketing

10 Ways to Botch a Medical Device Launch

Marketing

10 Ways to Botch a Medical Device Launch

By Bill Abramovitz, Ideopia CEO

Several years ago, we were asked to consult on the launch of a troubled medical device, one that had cost millions to develop. Our first step was to assess doctor demand for the product through qualitative and quantitative research. The results were stark and conclusive. Not one doctor in the study said they would purchase the device at any price. The launch and the product were scratched.

So why do launches of new medical devices fail? Are the products not innovative? Are they too expensive? Did you lift off too close to the holidays? Those are rarely the root cause, but our list below maps out some of the key troublemakers.

  1. Ignore the distributor, doctor and patient. Medical devices are rooted in science and engineering. But market acceptance is driven by consumer insight and education. Consult your distribution network, and doctors who you don’t pay as KOLs. Apply what you learn to products in development, and uncover the need for new devices.
  2. Let R&D propaganda drive the marketing. They’re undoubtedly jazzed about their new widget’s performance. But that doesn’t guarantee the market will feel the same way. Determining an effective strategy depends on finding out what the end user, or decision maker, values. Test the prototype with your target. Listen. Repeat.
  3. Starve the marketing. You only get to be new and shiny once. Make it count. Your new product needs sustained support not just for the launch period, but for months afterwards. And, you can’t do it with just journal advertising anymore. You must employ multiple tactics that work in sync in your sales funnel.
  4. Launch a bum product. Pushing a product out the door before it’s ready will cost you dearly. You’ll pay to make it right, the product will never reach its potential, and the damage to your brand will be exorbitant. You’ll pay all over again when your next product launch is greeted with skepticism.
  5. Underestimate the competitive response. If you’re lucky and your product is worthy, it should provoke jealousy, fear and hatred from your competitors. Assume that you have more leakers than the White House, and that your competition is preparing for your launch with the same intensity as you are. Prepare your sales force and your to counter the flak and misinformation. Otherwise, rumor becomes reality.
  6. Hype it ‘til you’re hoarse. New products rarely live up to their hype, which makes them ultimately disappointing. Again, think to the future, and consider the credibility of your next hype fest. If you want brand love, be authentic. Show it through the story of your product and the people who are passionate about it.
  7. Play games with the price. Introductory offers are a tell that every doctor, distributor and buyer recognizes as: A. You don’t have confidence in the value of the product. B. You consider the real price too expensive. Both of them will come back to bite you in the haunches when it’s time to deliver margin.
  8. Launch without adequate inventory. This seems obvious, but it happens. Especially when manufacturing, management or accounting don’t share your confidence in the product, and hesitate to invest in inventory. Your introduction may go flawlessly your reputation will never recover from the inability to deliver product. Instead, you’ll lose orders, and give competitors time to catch up.
  9. Ignore aesthetics and ergonomics. Too many new medical devices come out of the chute looking like science experiments. Your innovation might be brilliant, but leaving out details like smart design and ergonomics leave the end user with a “blah” instead of a “wow” experience.
  10. Don’t believe. Deep down, you know this new product is a goat. You don’t need to say a word. Your cynicism or fake enthusiasm will poison your sales force and customers. Maybe you do have a dud on your hands, but you, as the leader, should not cement its fate. Speak truth to power. Get another job. Bad products and bad launches reflect on you, too.
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The DIY SEO

Is Your Slow Website Driving Away Customers?

The DIY SEO

Is Your Slow Website Driving Away Customers?

Think of the resources you focus on driving new and returning visitors to your website. What if 50 to 90% of these hard-won souls left before your homepage even downloaded? Ouch. That’s precisely what happens when a page takes 3+ seconds to load. The punishment doesn’t stop there. Search engines will degrade your rankings because the page is hard to access.

As you can see, Ideopia’s homepage loaded in 880 milliseconds from a server in Amsterdam.

Page load time is critical to your success. Fortunately, it’s easy to test for yourself using speed tests at sites like Pingdom or Google’s PageSpeed Insights.

Just enter the URL of the page you want to test, and within seconds (we hope), your load time will appear. Google and Pingdom also provide comprehensive suggestions on how to speed up your site. You can pass all that info to your web developers, and make sure you tell ‘em “hi” from all of us at Ideopia.

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The Latest on Facebook

Ideopia Gets Dirty on Facebook

The Latest on Facebook

Ideopia Gets Dirty on Facebook

Our team blows off steam by destroying things. Just kidding! We’re giving back to nature and getting our creative juices flowing at the Cincinnati Nature Center. See more by following Ideopia on Facebook.

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