Friday, September 30, 2011

Dawn's Light Movie Email Campaign Hits Big With Twilight Fans

For Twilight fans, there is huge online buzz circulating around their next movie. This is an example of an innovative digital campaign centered around the next Twilight movie, Dawn's Light. 

I love this campaign idea - VERY clever!

"The email was a "wedding invitation" for characters Isabella Marie Swan (Bella Swan) and Edward Anthony Masen Cullen, sent exclusively to Fandango's previous "Twilight" ticket buyers. Fandango says the unusual email promotion was to promote its advance ticket sales, timed to the fictional birthday of Bella Swan." (Source: 

If you are a fiction writer, implement similar marketing ideas. Take on the persona of your characters AND take it beyond email marketing campaigns. 

  • Blog from the perspective of your characters. Get inside the head of your characters: is there a special message or information you could pass along in your character's 'voice'? 
  • Hire an actor to do a voice-over or shoot a book trailer with your character(s) as the stars. 
  • Use creativity and humor to your advantage - entertain and educate! 

Even if you aren't a Twilight fan, you can take a few pages from their marketing campaigns - innovative and creative! 






Monday, September 26, 2011

Good Customer Service Goes Beyond Your Company's Social Media

When I experience bad customer service from companies, I try to learn from the experience and ask myself: how can I better serve MY clients? It is also a good reminder for me that I wouldn't be in business if it weren't for my loyal clients. 

I find it disappointing that large corporations such as Toyota and Alaska Air have forgotten the basics of their customer service. Despite the fact that I shared my unpleasant experiences with their company on their social media, the buck stopped there. Alaska Air sent me a canned email response but it was a sad attempt to make up for the bad customer service I received. You would think they would bend over backwards to keep me as a customer since these companies have to be extra competitive these days. Few people are buying new cars in this economy, and people can choose Alaska's competition. 

It's one thing to respond to customer complaints on social media, but companies need to take it one step further to ensure that their customers walk away satisfied and happy. My suggestion to these corporations such as Toyota and Alaska: take your customer service offline and return to the basics.

Have I heard from Toyota since I received their canned "we are sending your complaint to our upper management" response on their social media? No. Have I received a letter directly from Toyota apologizing for the fact the dealer almost ruined my car because they installed the wrong recall part in my car? No. Have I received an apology letter from the local dealer where this happened or was I offered a complimentary oil change from the dealer to make up for what happened? No. If I had received an apology letter or even an offer of a free oil change, I would have a lot more respect for Toyota's commitment to their customers. 

Think about this stat and how an unhappy customer could negatively affect your business AND your bottom line:  

According to the White House Office of Consumer Affairs in Washington, DC, a dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people.

In this tenuous economy, companies cannot afford to lose customers due to negative experiences. As much as I tout the benefits of social media and online reputation management, remember to connect with your customers BEYOND social media. Treat your customers like real human beings and not just a number floating around the cyber ethers! And pick up the phone once in awhile to connect directly with your customers and clients. It's nice to hear a real, live voice -- make sure your customers know that you care! 


Tuesday, September 20, 2011

Name One Technology Gadget You Can't Live Without In Your Business

Is it your iPhone? Your laptop? You iPad? Check out the Toilet Paper Entrepreneur (I weigh in - Tip #23). As much as I love technology, I sometimes just need to take a hiatus -  "tune out" and  turn off my Crackberry and laptop and get away from it all.

As much as my Blackberry and laptop makes life (and running my business) much EASIER, there are days when it's both a blessing and a curse. I've caught myself getting into that "texting while waiting in line at Starbucks" mode and I have to stop myself. Sometimes it's good to tuck away your phone, smile at another human being and just "smell the roses"! 

What are your thoughts? What is the ONE gadget you can't live without in your business? How has technology made your business more efficient? 

Thursday, September 8, 2011

Thanks to Randy Mitchell For The Shout Out On The Inspirational Writer

I had one of THOSE weeks...Murphy's Law moments and I think the Universe is testing me. But despite the glitches and bad customer service craziness (stay tuned for that blog update!), I received a nice surprise from inspirational writer and author, Randy Mitchell. I've helped Randy launch and market his first novel, Sons In The Clouds. 

Randy shared one of my book marketing articles on his blog. Randy is a great example of a self-published author who has taken social media by storm. His ebook was nominated for the Global eBooks Award for Best Inspirational Fiction. 

I encourage you to check out Randy's book which is available on Amazon, Kindle, iBooks and Sony. 

Thanks so much for the shout out, Randy! 

PS - What did you WISH you knew before you started your business? I was featured on Carol Roth's blog (tip #12). Great tips on there by other small business owners and entrepreneurs! 

Monday, September 5, 2011

Death Threats Against Women Bloggers Must Be Stopped

I thought Labor Day would be an appropriate day to share this post. Women have worked hard over the years to break down glass ceilings and make their mark on the business world. I thank the courageous suffragettes, women's rights' activists, and ALL women who have suffered and struggled so I can sit here today and freely express my opinions and viewpoints via the written word.

Domestic violence against women is a cause near and dear to my heart. I had the privilege of working a stint with the CA Partnership to End Domestic Violence and heard Robin Givens speak about her personal domestic violence nightmare when she was married to Mike Tyson.

I was infuriated when I read this blog post by Naomi Dunford, successful entrepreneur of IttyBiz. As a female entrepreneur and blogger, the power and strength behind her words really hit home with me. I'm a big fan of Naomi's blog and love her sassy energy. Her blogging style may not be everyone's cup of tea, but NO ONE has the right to threaten death against another  human being based on what Naomi writes. Death threats equal hate crime, and should never be taken lightly. Whether you are man, woman, or child, NO one has the right to make you feel unsafe online and this is a form of "online terrorism". I definitely won't sit back and allow my voice (or my fellow female writers' voices) to be stifled.

I encourage you to take a stand today and spread this message along with me and Naomi. We will NOT tolerate violence against women - in any way, shape or form! As women (and men who love and support women), we must stand together and fight.

"What you can do:

Today, I’d like to ask you to do a few things for me.
First, please share this. You know how.
Second, do something amazing today – write, create, share – and do it as loud as you can.

WE know we can never be silenced. Now it’s time to show THEM.

They will not stop me. Don’t let them stop you."
As a writer, I allowed my voice to be stifled far too many years. I even had an ex-boyfriend who told me I would never make it as a writer (as a copywriter, I proved him wrong!)

I dedicate my blog post today to Naomi Dunford and ALL female bloggers, writers and creative kindred spirits. I also dedicate to women who have first-hand experienced violence against them, and who have triumphed. Don't EVER let anyone threaten, intimidate or scare you into NOT expressing and sharing who you truly are.

To the cowardly hate mongers: you will NEVER silence our collective female voice and we will not tolerate your violent threats against us. 

Therese Pope, Copywriter/Content Developer & Digital Buzz-icist

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