Back To School

September is approaching fast, companies who are more consumer-facing will be thinking about how to cater their needs and the needs of their offspring’s educational journey. This may manifest itself in the form of discounts on products or third-party incentives such as day trips or tickets for events. All perfectly good and something that should encourage brand participation to a certain point. But does it go far enough? You have done the hard work of identifying your target already so why not make that relationship much more fruitful for both parties?

Let’s assume you have spent resources already on your social media advertising to increase the target audience in your fanbase, a group of people already interested in your product or service. How much do you know about them in order to properly incentivise them? Referring back to the title of this post, do you know if they have children, or perhaps are teachers? You have to tailor your message to their exact needs for the best response, something that a social CRM facilitates. Keeping track of interests and interactions informs every turn of your marketing tactics, making delighting the customer with useful and relevant content and CTAs all the easier.

The very best part is, here at Ashton and Ashton, we take the stress out of your customer relationships. We handle everything for you at every step of the journey, from benchmarking (so you know your competition and context), audience segmentation (know your target), content and channel recommendations (how to reach them), through to building your social capital and building loyalty.

We might even walk your children to school if you ask nicely 😉

August Opportunity!

Cut to the chase. Time is money and all that, and we know you busy business people just want results.

Time to get “sales-y”: Ashton and Ashton are offering special rates on their range of benchmark audits, in order to give your company ammunition when designing marketing strategies. Get in touch to know more about your industry and how to get ahead.

For more information check out this dedicated page today.

Tidying Up Broken Windows

Perhaps a little behind on the reading list, but a good halfway through Tipping Point by Malcolm Gladwell, I wanted to make reference to the Broken Windows Theory he promotes. This is in fact the topic that pushed him to create a whole book around epidemiology, inspired by the sudden drop in crime in New York City and a theory to explain it. Instead of focusing on more visible police presence, the idea was to appeal to human nature by essentially tidying up and making mugging, graffiti and other criminal activity out of place. Direct action began on the NYC subway system by removing graffiti from 1984 onwards, removing vandalised wagons from service until they were cleaned up and once one was cleaned making sure it stayed that way.

Apart from deterring criminals from thinking they can take over uncared-for areas of the city this cleaning up also provided a real psychological boost for the residents, the people who just wanted to go about their everyday lives without threat. My favourite part describes how the police force used to let delinquents spend three days finalising their graffiti artworks on train carriages (day one preparing the canvas, day two outlining the “art”, day three adding the colour and details) before arriving with paints and other materials to completely eradicate it. Quite demoralising for the disaffected, but hey.

It made me think about some of the basic practices we put in place for clients when they embark on any project with us. After auditing the existing digital estate, we work together to decide on the essentials and focus on those channels and that content, anything off-message or off-target gets removed and all energy spent on sharpening and optimising the important components. This is a great exercise that leads to a massive simplification and makes conversations about starting a Facebook page much more meaningful – does it fit your marketing strategy, product, audience?

Over 6 months ago now Ashton x Ashton went through a major personal tidying up process, inspired by a joint reading of The Art of Tidying Up, definitely recommended for those of you looking to declutter in any way. Never mind subway carriages and petty crime in New York, do those 5-year-old misshapen socks still make you happy? Get rid. Twenty bin bags later, we were feeling much more streamlined and refined at #Minyhome.

Spreading Wings

Believed to be on it’s way down, I still like to pander to Google+ on occasion, especially enjoying the great Photos software. Shame it never took off outside the tech geek crowd because the UI, transparency and linking together of all things Google should have had more impact. Possibly the lateness of launch, losing out to ongoing upgrades from Facebook, Twitter and the myriad other startup niche channels.