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  • Why The DeadPool Marketing Campaign Did So Well

    Tuesday, April 26, 2016 by
    [caption id="attachment_10676" align="aligncenter" width="840"]Why The DeadPool Marketing Campaign Did So Well Image Credit: Hypable.com[/caption]

    In its opening weekend (Friday February 12th-Sunday February 14th) Deadpool set a number of box office records, including:

    • Biggest R-rated opening: With $132.7 million (Fri-Sun)
    • Biggest Fri-Mon opening: With $156 million
    • Biggest R-rated comic book superhero opening ever: $185 million worldwide
    • + Over a dozen very niche records, but you get the idea.

    Deadpool was able to do what nobody really thought would be possible: Set box office records with a superhero movie that most kids would not be able to get into (Or shouldn't for that matter). When it comes to marketing a movie, the ratings system plays a major role in how many tickets will be sold. If a movie is PG or PG-13, much more families are able to attend, selling nearly twice the amount of tickets.

    Marvel's The Avengers, for example, was rated PG-13 and has the 2nd highest opening weekend of all time with $207,438,708 million solely in the U.S. and Canada. That figure cannot be attributed to the rating alone; however, the marketing team for The Avenger's didn't have to work nearly as hard to sell a blockbuster, families were comfortable bringing kids of all ages to see.

    That's why we've chosen to look at Deadpool from the marketing perspective. Not only were they able to make the hard sell, they did so in ways most of us would have never thought to do.

    Putting Twists On Old Marketing Tricks

    To preface this section, I have to provide everyone some background into the creation of this film. Deadpool was arguably one of the most raunchy, adult-humored comic books to ever come from Marvel. Part of the reason it took ten years to begin filming was that the creators and producers could not come to an agreement about funding an inevitably R-rated comic book film. The money-people were worried that an R-rated superhero movie would flop, while the creators refused to compromise the real character (Welcome to Hollywood).

    [Fast-forward to the film's completion... May 2015]

    Deadpool's marketing team wasted no time advertising the film with the first image surfacing in March 2015 with Ryan Reynolds lying sensually on a bearskin rug. Not only did it set the precedent that Deadpool would remain true to its raunchy comic book personality, it also brilliantly ripped off Burt Reynold's nude spread in Cosmopolitan from 1972 (A bold statement of its own at the time).

    From that moment on, the marketing team took advantage of all sorts of old-school mediums, especially billboards. One of the most memorable was a combination of a skull, the 'poo emoji' and the letter L, creatively symbolizing Deadpool in a way that's slightly childish, but entirely memorable.

    [caption id="attachment_10677" align="aligncenter" width="652"]Deadpool Emoji Billboard Image Credit: Adweek[/caption]

    This trend would continue throughout most of the marketing material for the movie.

    Using The Disadvantage, As An Advantage

    Rather than trying to fool audiences into thinking Deadpool would be an R-rated movie you could bring your kids to, it owned up to the fact this was an adult film, and used satire to demonstrate the years of arguments that went into keeping it an R-rated film. Check out the video below that was released on April Fool's Day:

    In addition, the marketing team also released a series of other videos that had nothing to do with the plot of the movie. Ryan Reynolds even made an appearance on Conan O'Brien to promote the film in a nontraditional way.

    Unlike most Hollywood movies, Deadpool managed to release unique promotional material across all sorts of platforms, including Tinder and Snapchat.

    Social Media and Ryan Reynolds

    Social media is key for any marketing campaign, but how many companies have gone as far as creating a custom set of Emojis to promote their product? At least one...

    Although the emojis and social media posts were effective, the greatest asset the Deadpool marketing team had to work with was Ryan Reynolds himself. Why? Because no one was more excited than Reynolds about Deadpool becoming a feature length film, allowing for fans to be entertained by his social media posts for an entire year leading up to the movie. 

    The Takeaway

    More than anything the Deadpool marketing campaign managed to create a relationship with the people who ended up going to see it. They were honest, creative, and completely relentless. And rather than sticking to traditional advertising, they decided to put their campaign anywhere someone might be looking, even Tinder.

    If there's anything your company can mimic here it's the tenacity, the creativity, and above all be honest with what you're trying to sell. People will support you if they can see into what you're providing.

  • Use These 10 Nifty Google Operators To Search Like A Pro

    Thursday, April 7, 2016 by
    Advanced Search Operators on Google Don’t you wish that sometimes Google could read your mind? It’s easy to waste time typing in search after search, only to give up in frustration, after not being able to find what you’re looking for. If only there were a way to unlock some hidden features of Google search that could help you find exactly what you were looking for. Well…there is, and they’re called Google search operators. Below we highlight some of the most common Google search operators that will help you craft more defined searches, so you can find exactly what you’re looking for every time you search.

    1. Search For Exact Phrases

    Searching for exact phrases in Google The most effective way to find very specific search information is to use quotation marks around your search terms. This will run a search for your phrase in the exact order they’re presented. For instance, if you search for “how to play basketball” it will search for that exact phrase in that exact order.

    2. Search For Information Within A Single Website

    Google information within a specific website If you’re looking for information that’s featured on a single site, then you can use a crafty search variation to filter out all other websites. Just search for relationship site: huffingtonpost.com to search for all mentions of the term relationship across the website Huffington Post.

    3. Search For Similar Content

    Find Related Sites Using Google Advnanced Operators If you know there’s a website you love and enjoy, and you’d like to find more content that’s in alignment with that website, you can use a search term like related:cnn.com. Just substitute the site mentioned above for the site of your choosing.

    4. Exclude A Type Of Word From Your Search

    Excluding a word in Google search Sometimes the word or phrase you’re searching for might have an alternate meaning that you’d like to exclude from the search results. For cases like this you’ll want to use the exclude modifier, which will look like this: inception -movie. The image search results aren’t always modified, per the example above.

    5. Search For Words Within The Text Of The Website

    Find words within the text of a website Sometimes you’ll be looking for an exact phrase to appear within the text of the website. This will enable you to find the exact phrase you’re looking for. This search can also be expanded to the page title or URL as well. Using intext: will search the text, intitle: will search the title, and inurl: will search for the URL.

    6. Search For Number Ranges

    Search number ranges in Google If you’re looking to search for a number that’s in-between a range of numbers, then do the following search, president 1910..1920. Substitute the phrase and numbers for the range you’re looking for. This is a great kind of search if you’re trying to answer a specific question that demand and exact date.

    7. Search For An Either Or Scenario

    Using the OR Operator in Google When you’re searching for something, but don’t know the exact terminology that’s going to be used you can use this search to help you find what you’re looking for, for instance, web app OR website, can be used to help you determine the difference between the two terms.

    8. Search For A Particular Location

    Search by location in Google If you’re looking for news stories, or information, that are tied to a specific location, then use the search new bakery location:austin. This will only pull up websites that are related to your search terms, and are in close proximity to the location you specified.

    9. Search For A Specific Type Of File

    Search Google by File Type If you’re doing research, or need to find a certain downloadable file type, then you can use Google to execute this search for you. This will only work if the file you’re looking for is hosted on the specific website. To look for certain files, use a search like site:cnn.com filetype: pdf. You can also use a more general version of this search, without including the exact site specification to turn up a larger number of results.

    10. Search For Missing Words

    Find missing words in Google Sometimes you might be looking for a missing word to a song lyric, or phrase. By using the * symbol Google will attempt to find that missing word for you. For instance, we’ll do a search for the phrase “* in the rain.” This brings up a collection of topics that are related to that missing word search. Never again do you have to go without the information you need to find. By using the operators above you’ll be able to craft expert searches that will help you find the perfect statistic, research document, reference, or obscure movie fact. Have more advanced Google search operators that you use? Let us know in the comments!
  • The Importance Of Professional Photography On Your Company’s Website

    Thursday, March 24, 2016 by
    Why Your Products Need Great Photos Everything on your website should serve a purpose, from the design and navigation, to the photography. Far too often, companies fail to invest in the crucial elements that lead to business success. Sixty five percent of our entire population identifies as being a visual leaner; therefore, the majority of people who visit your site will have a strong inclination towards your visual elements. If a picture is worth a 1,000 words, and you have outdated or poor photography, you're website may be telling the wrong story. Here's why having professional photography on your company’s website is so important.

    Create A Favorable Perception

    Like it or not, humans are incredibly conditioned to make snap judgments, sometimes only on a subconscious level. When it comes to the appearance of a business website, cleanliness and a professional appearance makes us feel like we can trust the company. As an example, think about searching for a restaurant in a town you've never been to. If the photos on their website are blurry and were clearly taken without effort, subconsciously we may think the restaurant doesn't value quality. Would you want to eat somewhere your perception is telling you is low-quality? Probably not. The same concept translates across any industry. The way people perceive your website through imagery can determine whether or not they commit to your service.

    Strong Photography Creates More Conversions

    Looking beyond the perception your photos create, good photography is also incredibly important on a practical level. Many of you may be running an ecommerce store, in which the only way a customer will be able to know what they're buying is by having high-quality photos that will make them feel confident in your items. If you've ever tried finding something on Craigslist that either didn't have enough photos, or you couldn't tell what was being pictured, then you've already experienced how bad photography can lead to lost customers. In order to convert the most sales, we recommend hiring a professional that can effectively capture your inventory. However, if you feel like you want to try the DIY approach, remember to do the following:
    • Capture Your Items At All Angles: Since online shoppers lack the ability to hold your products in their hand, take as many photos as possible, at all angles, close up and far away
    • Get Set-Up With The Right Equipment: In order to make your photos stunning, check out our post on Effective Product Photography.

    Improve Your Website's SEO

    Image searches on Google can be a major source of traffic for your website. According to an in-depth study of search traffic generated from image searches, results showed that up to 60% of web traffic can come directly from Internet users finding your images first. The trick to making that happen is having images which captivate potential visitors while they browse through hundreds of results. By stocking your website with only professional quality images, you'll greatly increase your odds of getting noticed. For further tips on how to properly optimize your images for the web, check out our post on optimization for the web. Does your business place a strong emphasis on photography? Why or why not? Let us know in the comments!  
  • Strive for Inbox Zero and Unclutter Your Business Mind

    Tuesday, March 8, 2016 by
    How To Clear Out Your Email inbox Email can be a productivity killer, but that’s only if you let it. The physical inbox is sort of an archaic notion these days, but if you've ever worked in an office, then you’ve probably seen somebody who had one that was piled high. An inbox filled with all sorts of folders, memos, clippings, and other garbage that they were never going to clean out. That seems unthinkable to a lot of people, but somehow a bloated mess of an inbox is acceptable. Well I’m here to give you some tough email love – you are an email hoarder and I am going to give you some easy efficiency tips to get ahead of it. My methods and tools are all for Gmail, so if you aren’t currently using regular Gmail or Google Apps for Work, some of the following will not pertain to you. Anyhow, my way of going through email is a combination of Merlin Mann’s Inbox Zero (look up his presentation to Google employees back in 2007 – quality stuff) and Getting Things Done by David Allen, an awesome book on productivity. So, when email comes into my inbox, I process email in one of four ways: reply, archive, create a task, or delete.

    Reply

    When email comes in that can be handled quickly, well I handle it quickly, either by writing a short response from scratch or using a canned response, which is a feature in Gmail. The latter is very useful when you’re answering the same questions frequently.

    Archive

    I archive emails in four different ways. There is the basic act of clicking archive when an email does not require any action from me, but I want to hold onto it. I do this with each and every FYI email I get, and it makes for a useful archive that can be easily searched. Then there is “Send and Archive”, which is an option when you’re sending email. If you don’t do this when you are replying to an email in your inbox, that email will remain in your inbox. Labels are great for categorizing specific groups of emails before archiving. I’ll do this with things like confirmation emails from online retailers when I buy Christmas gifts. That way I am able to easily check on orders I’ve made. Finally, I automatically archive some emails by setting up filters in Gmail. These are any emails I want to keep, but don’t need to read as they come in. For instance, when we are accepting speaker proposals for Affiliate Summit conferences, we do not review them until after the deadline, so this large volume of emails are all archived until that point.

    Create a Task

    When an email comes in that requires more than a quick response, I will turn it into a task by clicking the “More” button in Gmail and then clicking “Add to Tasks”. This enables me to set a date to work on the answer to the email, and adds it to my tasks, which I keep open in Gmail as a daily to-do list. Create A Task in Gmail

    Delete

    I sort my email trash into three bins, sort of like recycling, compost, and trash, except I don’t want to recycle any of them, and they are all trash. If I know I am never going to respond, because it’s some clown sending a press release for a subject that has absolutely nothing with what I do, I will simply click delete and immediately forget about the email for the rest of my life. When newsletters come in, I think for a second about the last time I read the newsletter. If it was a while ago, I unsubscribe from the newsletter and then delete it. Then there is the pure junk – I click “Mark as Spam” and feel satisfied for a second. It may well be that Google doesn’t pay attention to that feature, but I’d like to believe they do, and I celebrate just a little with each spam delete. I also check my Spam folder in Google a couple times a day, because there is a false positive every once in a while.

    My Gmail Data

    You can get a monthly report that details Gmail usage at GmailMeter.com. It’s a useful breakdown of your email analytics and statistics. [caption id="" align="aligncenter" width="472"]Using Gmail Meter Image from Gmail Meter[/caption] Based on my Gmail Meter report from February 2016, I received 3,481 emails from 607 people, and sent 718 emails to 107 people. Chat, spam, calendar invites, etc. are not included in this tally. One of the data points shows the “Time Before First Response” as emails come in, and with my system, I got back to 17% of people within 5 minutes and another 18% in less than 15 minutes. Overall, I took more than a day for just 15% of emails that came in. Gmail Meter also shows the word count for emails sent and received. I got back to 5% of people with less than 10 words, 11% with less than 30 words, and 38% with less than 50 words. I wrote more than 200 words for just 3% of my emails. I need to cut that to 1% this month. While I keep an eye on email every day of the week, Saturday is by far my least active day, followed by Sunday. On Mondays I send 30% of my messages for the week, and progressively less each weekday, but more on Fridays than Thursdays for some reason. I can also see when during the day my emails are sent and received, and they sharply increase starting at 8am eastern and don’t let up until around 6pm eastern. There is a spike again around 8pm eastern. I suppose that is the people on the west coast clearing their inbox before they head out. In addition to the tools within Gmail, I also use a few others to best manage my inbox.

    Boomerang for Gmail

    Boomerang is a really useful tool for clearing email out of your inbox to deal with later. You can indicate when it should return to your inbox and then process it. I use this a lot on the road for non-essential email, as well as evenings and weekends, when I’ll send it away until 8am on the next business day. You can also schedule an email to drop with Boomerang, which is useful is you want to have it hit the inbox of somebody when they are more likely to be at their desk.

    Sidekick by HubSpot

    Sidekick will enable you to know who opens your emails, when, where they opened it, and how many times. I find this really useful when deciding whether to follow up with somebody. It’s good to know if they saw it, or if they didn’t. In the event somebody never opened an email, I can call a couple days later without being a pest and suggesting it might have hit their spam folder. Or maybe their inbox is wildly out of control, and they need to read my tips.

    Undo Send

    This is a feature you can activate in Gmail > Settings > Labs, and it enables you to set a time when you can cancel an email to either scrap it or make edits. I seem to use this at least once a day to revise the tone of an email or correct a typo I saw as I hit send. Apply my simple steps and maybe use the supplemental tools, and you, too, can take control of your inbox.
  • 7 Social Media Mistakes You Might Be Making

    Tuesday, March 8, 2016 by
    Mistakes Brands Make on Social Media As a business owner you know you need to be on social media. However, this pressure often creates a problem when you don’t have a workable social strategy in place. Below we showcase seven different social media mistakes a lot of business owners make when trying to expand their online presence.

    1. Trying To Be In Too Many Places At Once

    Building a single social media profile takes a lot of time and energy. If you’re spreading yourself too thin by trying to be in too many places at once, the audiences and engagement you’re trying to cultivate will suffer. Start small and only jump to another network once you feel comfortable with the size and engagement with your current audience. That’s why it’s important to start on the social media network that has a higher-proportion of your target marketing hanging out.

    2. Not Creating Separate Profiles For Your Business

    This is usually only a problem for Facebook. But, if you’re adding customers to your personal Facebook page it can look weird and won’t allow you to keep any separation between your business and your personal life. Even if you’re a solopreneur it can be advantageous to create a separate page that’s specifically dedicated to your business. This will allow you to have a purely business-minded conversation with your followers, and implement more marketing-oriented strategies, like paid posts and ads, to grow your account.

    3. Failing To Respond To Messages

    The more social media profiles you have the more places you’re going to have to check for customer messages. Some platforms will enable you to forward your messages to your email, which will help you keep track of all your messages. Failing to respond to messages in a timely manner will only lead to customer dissatisfaction.

    4. Promoting Yourself Too Often

    Social media is all about conversation. If you’re spending too much time promoting your own offerings and not sharing the wealth by highlighting other people, you’re going to turn people off. No one likes the person who only talks about themselves.

    5. Not Promoting Yourself Enough

    However, it’s also important to promote your own offers on occasion. If you’re only sharing other people’s content, but never drop a line about your own work, then people will begin to look elsewhere. It’s important to strike the delicate balance between sharing other people’s content, engaging with your followers, and promoting your own stuff.

    6. Boring Your Audience With Your Updates

    Do you post the same status updates every single day? If so, your audience might be tuning out your posts. Experiment with sharing different content types and styles of updates. If you use a social media analytics tool like Buffer, you can analyze your social media data to find the style of content your audience loves the most.

    7. Not Reading Through Content Before You Share It

    When you’re sharing relevant and useful content with your audience make sure you actually read it first. Since part of your reputation will be based upon curating high-quality information you’d hate to share a post that diminishes this. Make sure you read through all of the content you’re recommending to your audience before you click the share button. Growing your audience on social media is another long-term strategy. But, when done effectively it’s time well spent. By avoiding the mistakes above you’ll set yourself up for a successful future across social media.
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