Does Does Your Marketing Plan Suffer from FOMO?

20 Jun

Pronunciation: \ˈfō-(ˌ)mō\

Definition of FOMO: noun, informal: fear of missing out : fear of not being included in something (such as an interesting or enjoyable activity) that others are experiencing; a sort of social anxiety that occurs when one is concerned with missing a social interaction, experience of value, talk-worthy event, or monetary gain.

This April, Merriam-Webster announced the latest additions to the company’s unabridged dictionary. Among the 2,000 entries this year is FOMO, the acronym for the “fear of missing out.” As a species, we are prone to the anxiety that an exciting or interesting event may currently be happening elsewhere, which is often heightened by posts seen on Facebook or Twitter. Could your marketing plan be suffering from FOMO too?

According to the latest data from the Grant Thornton International Business Report, a survey taken in 36 countries of more than 2,500 business leaders, more businesses are driven by the FEAR OF MISSING OUT than by a positive desire for growth when expanding.

When it comes to making a marketing plan, business owners can sometimes forget the essence of human behavior. Essentially, we forget that we are marketing to other humans. Our goal should be to start a conversation, attracting our consumers on a deeper level and putting the consumer at the heart of it all.

You believe the more ground you cover, the more you can achieve.

When we choose how we market our products or services, we can sometimes focus too much on statistics and only look at the quantity of people on each marketing channel. We lose the vision of how people are actually interacting on each channel. Just because certain channels are more predominant than others, doesn’t necessarily mean they are the correct channels for your product. Don’t let your “image” get the best of you in having a successful marketing plan.

Target better, tighter.

Understand your business and the problems that you solve. Once you have a good idea what this looks like, you can see who is most likely to benefit from your services or products. Try grouping your audience by location and market sector. Define them in as many relevant ways as possible: Where do they live? What is their income? Are they other businesses, maybe manufacturers? Are they golfers? mothers? Without limiting the market it would be impossible to know where to start.

Now, take a look at your particular areas of expertise: Do you have exclusive capabilities or knowledge? What about you is unique to provide a service or product?

Know who your audience is and study their behavior—they may not be engaging with the most popular channels. You should pick a strategy that is the most appealing to your audience. We live in the world of niche and our audiences are no longer captives of traditional marketing channels such as television and radio. For instance, the web is fantastic at delivering a personalized, more effective strategy through tactics such as targeted email blasts and paid digital ads to your specific demographics.

Here at VIA Marketing,
we can help answer these questions and tell your story. For a targeted marketing plan that details your special place in the market and delivers your ideal audience, please contact us…and avoid FOMO today.

VIA Idea #41:To Yext or Not To Yext?

19 Apr

Yext PowerListings is a popular and award-winning online listing management service. After you enter your company details, they will propagate in various online local search platforms like apps, maps and social media. Yext has made arrangements with directories such as Apple Maps, Bing, Facebook, Yelp, Citysearch, DexKnows, etc.

The advantages of Yext are speed and consistency. Speed, because you can have your business listed across dozens of internet directories almost instantly. Consistency, because all of your listings will have the same information, plus they will all be updated at the same time should you make a change.

Disadvantages include a high price for what can be considered a rental arrangement. Yext’s best value is the “Complete Package” and it costs $499 per year. Once you leave, your listings revert back to what they were before you signed up. Here is a link to their plans.

Do You Need Directory Listings?

Listings in quality directories give you a higher ranking in Google’s search returns. Most people search in Google, not in the directories themselves. Organic and behavioral factors will influence your rankings more than these citations will. Having rich information about your products or services, good links, and more and better reviews than your competitors also plays a large role in determining Google rankings.

On some of the directory sites, Yext is just one way to update your info. On other sites, Yext is now the only way to update or add a listing. Today Yext may be the most popular service with exclusive directory agreements, but rest assured, competitors will arise. Directories won’t want to limit their sources to Yext alone, and will want to grow their data-assets by making arrangements with other sources, too.

Two Alternatives

1. You can use one of Yext’s competitors. Single Platform and Where 2 Get It are Yext’s biggest competitors. Yext offers a monitoring dashboard that the others don’t. I think most of you will probably never look at it.

2. You don’t need to pay for this service. If you spend the time to do it yourself, the listings will be there forever. Most of the directories are free; some charge a one-time fee of $5.

VIA’s Recommendation

With most things, you either have time or money. If you have money, Yext will save you a ton of time.

If driving people to your location isn’t important to your business, DIY is better. After your tech savvy staff member (assuming you have one) gets the hang of entering your listing, expect that employee to take about a half hour per listing. I always approach large, tedious projects by biting off a little at a time. If you post one listing a week, it won’t be long until you have conquered the most important ones.

Not all directories make sense for every business. We can help you look through the directories to see which ones make sense for you. Here is a link to a list of top citation sources.

“Get Five Stars” app helps secure reviews

Any time you use automation, you’re saving time. The GetFiveStars platform helps you automate the customer feedback process to capture testimonials and online reviews. Manage and monitor your online reputation for as low as $29.95 per month.

VIA Idea #40: Rich Media Ads

28 Jan

Rich Media is a digital advertising term used to categorize ads that use video, audio, or other elements to interact with and engage the user. The ads use HTML5 programming and can expand, float, peel down, etc. Marketers often include multiple levels of content that will help achieve the client’s goal, whether it is to send simple brand messages or generate clicks.

There are many kinds of engaging rich media ads. Listed below are examples of common ad formats:


Starts as one size within a standard ad placement on a web page and then expands over the page content automatically or when a user interacts with it.

Expanding (Collapsed Panel)

Expanding (Expanded Panel)


Starts as one size on top of a publisher page, then expands like the expanding example only this pushes down the page content when a user interacts with it.

Push-Down (Collapsed Panel)

Push-Down (Expanded Panel)


Floats on top of a publisher’s web page (also known as an interstitial ad). Because it isn’t assigned to a fixed ad slot, it can be almost any shape or size, and you can place it anywhere over a publisher’s content. The ad usually disappears after about 15 seconds if the user doesn’t interact with it.


Digital ads are served directly to your target audience and are programmed by specifying a variety of criteria including geography, income, gender and even interests. Choosing your budget amount for each audience, you can target and test a variety of messages.

If you are considering buying digital advertising, we hope you find this helpful. For a broader survey of ad types, take a look at Interactive Advertising Bureau (IAB) 2015 Ad Unit Poster.

To maximize your company’s online ad exposure, look to VIA for rich media advertising solutions. Contact Julie for more information on rich media.

VIA Idea #39

4 Dec

The Buying Power of Millennials

The First Digital Natives

Millennials are defined as people born between 1980 and 2000, and at 92 million, they are the biggest generation in history. The Enthusiast Networkdescribes them as “mobile-first” and “social-obsessed,” but it’s these behaviors that have given them such unique experiences and sets them apart from previous generations. They have been shown to put off huge commitments like marriage, children and buying a house, but studies show that millennials have less money to spend than Generation X and Baby Boomers. Lower employment levels, smaller incomes and student loan debt are contributing factors, according to Goldman Sachs’ infographic on millennials. However, these huge financial commitments won’t be put off forever, and as millennials move into their prime spending years, they will have a significant impact on the economy. Is your marketing ready for them?

Conquering the Digital Frontier

Growing up in the Digital Age has greatly influenced buying behaviors for millennials, and consequently, has reshaped how brands sell its products/services. Millennials are used to instant access to information, reviews and prices, so a smart business should make their website a priority. In 2013, we explained the benefits of responsive websites, and after Google’s announcement this year, they have become even more important. On April 21st, Google announced they will be ranking responsive websites higher. Your website’s search engine ranking is also vital to staying in front of your customers, especially for mobile-centric customers like millennials. SEO (search engine optimization) and SEM (search engine marketing) are two marketing tools at your disposal to ensure you are staying top-of-mind during online searches.

After searching online, 38 percent of millennials use social media to talk about a service, product, or brand, according to a survey cited by Goldman Sachs. This behavior is why it’s important that your business has a presence on social media, especially Facebook. Instagram and Snapchat round out the top three platforms used by millennials. Many major social media platforms offer advertising opportunities, with Instagram joining the ranks this past summer. Your business can visually convey its message through images and videos tailored to millennials. The word-of-mouth nature of social media can help spread your message.

Traditional and Digital Media Mix

As the first generation of digital natives, millennials have grown up during a lot of technological changes, but the average millennial still watches TV, reads newspapers/magazines and drives by billboards. A custom media mix should be planned after taking into account your product/service, geography, delivery and target demographics. For an objective marketing plan that considers both digital and traditional advertising, contact Julie.

VIA Idea #38

24 Nov

Tips to Moving Your Domains, Website Hosting and Email

If you have a website, you’re familiar with domain registration, website hosting and email. For most people, lower prices for services are reason enough to move your website. If you’ve never migrated a website before, you might find that it is a daunting task.

Most people have their domain, website hosting and email service with one service provider like GoDaddy. Some have each service at a different provider. For example, email might be on Google Apps, while the domain and hosting are with GoDaddy. Depending on your setup, migrating your website services can differ in both difficulty level and process.


A domain represents the IP address where your website is held. Moving it involves verifying your account authority and registering the new IP location. While it can be tricky, transferring a domain from one provider to the next is smoother when you have complete credentials and contact information for the current and new registrar. Between unlocking the domain name, purchasing a transfer and entering numerous authorization codes, the back-and-forth process involves waiting for codes. It can take days. A domain is easiest to move before you attach any hosting or email to it.


Hosting is where your website files are stored on an Internet-accessible computer server. Email accounts allow correspondence, filters and storage, and ideally are tied to your business domain. Hosting and email services are usually tied together, so both should be moved at the same time.

Before you start to move anything, it’s wise to back up your website files, any databases and emails. It’s important to keep your current host until website files and any important emails are successfully transferred to your new host.


In order to avoid any major downtime, syncing the transfer of all services is critical. There is no specific order to follow, but remember to have complete credentials and login information for both the new and current host. Stay on top of emails from either host and promptly enter authorization codes when necessary.

Let VIA Handle Your Website Transfer

If you want to ensure a smooth transfer process, we recommend you leave it all to VIA. Contact Julie for more details on migrating websites.

VIA Idea #37

7 Jan

Rebrand For a New You!

Southwest, Gordon Food Service Store and Pizza Hut all rebranded in 2014, each for their own reasons. Let’s take a look at what makes a good reason for change.


Southwest®’s new brand has a clever three-colored heart and bolder colors. Rebranding came about because of their new international flights, their purchase of AirTran and the fact that Dallas’ travel restrictions are being lifted, giving them more opportunities. Forbes criticized the move saying it’s too soon, and Southwest should have waiting until their performance matches their new excitement. “Southwest became a great brand by adopting a fun, low-cost, friendly brand position. These days it doesn’t seem to be any of these.” Forbes 9/17/2014


Gordon® Food Service introduced a new logo, tagline and name, saying in a press release this is “part of the evolution of our corporate brand.” They took away the GFS acronym, and are leading with the name Gordon as a way to emphasize they are a family business. We like their new tagline: Always at Your Table. They sent a postcard to customers and created a landing page to fully explain the story.


The new Pizza Hut® features ten new crust flavors, six new sauces, five new toppings, and four new flavor-pack drizzles. You can choose from “over 2 billion combinations of pizza.” All of those changes demanded a new look!

January is a time for reassessments, and the New Year turns our attention to what we can do better. Has your company gone through changes that would make it a good candidate for rebranding?

A brand is so much more than a logo.
Your logo expresses the essence of your brand, and it should be meaningful and powerful. Most of the time companies rebrand to build lost market share. You should rebrand when:

  1. You are not telling your full brand story. You’ve grown and evolved since the original identity was created, and you need to communicate the new direction.
  2. Your audience has changed, and their needs have changed. Some brands need to change in order to stay relevant to new generations.
  3. Competition forces you to set yourself apart in a more meaningful way. Companies use rebranding as a way to make people take a fresh look at themselves.
  4. Your current identity has been damaged. Your reputation may have been hurt by bankruptcy or some other kind of crisis. Some use rebranding to hide malpractices of the past.

RadioShack®’s and Hershey’s Rebrand Were Total Failures.


Radio Shack switched its name to The Shack, but didn’t change the product or philosophy along with it. The lesson is to make sure you have a good reason to rebrand.


Hershey wanted to create a “fresh and modern interpretation of the beloved Kisses icon.” The company replaced a photograph of a silver Hershey’s Kiss with an animated, solid brown version. Sadly, the new Kisses looks just a bit too similar to a certain online emoticon, often used on social media to depict feces.

Why does rebranding fail?

  1. There is a lack of true change. Just changing the name will disappointcustomers who will be looking for a good reason to give you a try.
  2. If you rebrand based on an aspiration, you may be biting off more than you can manage. Keep the change reasonable and attainable.
  3. Your brand statement is not plainly stated. Vague brand positioning or one that is hard for customers to understand will cause problems. State your claim clearly and deliver on that promise.
  4. The entire staff must all be on the same page and know what is expected at every touch point. A brand is something you do. The CEO must lead and be an example. If the charge doesn’t start at the top, the effort will fail.

Final tips
It’s vital to estimate the cost of rebranding before you get started. Larger companies will have a large list including a multitude of signage. Smaller companies are more flexible and will use rebranding as a growth maneuver. Both will need to change mission statements and create a marketing plan for the roll out. A name change will require papers submitted to the secretary of state. This great infographic from Entrepreneur Magazine has more examples.

VIA Case Studies


Simple and clean, inspiring and inviting, the new logo represents the IBT’s merge to the Classical Arts Centre.


By using strong graphics and a bold typeface the updated Smith Animal logo will stay relevant for generations.


Capstone’s updated logo and name combines the original typeface with a vivid color scheme and more. Adding “Design and Renovation” expresses more clearly who they are.


Buzz Packaging needed an identity. They relied on an inconsistent typeface. The new look is bold, defining, and impactful.

Contact VIA if you’d like a free consultation about rebranding your company.

VIA Idea #36

11 Nov

E-Newsletter Best Practices


Reach out to your customers and contacts so they don’t forget about you. A sales coach once told me “Activity produces activity.” When you stay in contact, new orders usually come in.

E-Newsletter goals range from brand awareness to generating leads and selling, to driving traffic to the website. A common mistake is to use your newsletter as a sales flyer. You should first write about something that offers real value, like solving a problem, and later, transition to your product or service and how it helps.

How relevant and compelling your content is proves to be the most important elements when gauging email effectiveness. Another element is the quality of your subscriber list. Invite people to join from a sign-up area on your website. It’s a good idea to segment your list so you can target your messages.

Our top tips and best practices:

  1. Clearly display your brand and put contact information above the fold. Keep the layout the same with each issue. People are comfortable when the email is in order and they know where to click.
  2. Make sure it is mobile ready. So many people read their email when they are on the move.
  3. Your content should be easy to scan. Use short paragraphs, links, and “read more” to allow the reader the choice to dig deeper. Avoid too many articles. Keep it simple and easy.
  4. Gorgeous images will make the content jump off the screen and draw readers in. People love interesting pictures.
  5. Add social media buttons to encourage sharing, and add a sign-up area in hopes of engaging a new reader.
  6. It’s okay to call it a newsletter in the subject line, but add more words to entice us with an expectation of what’s inside.
  7. According to research by GetResponse, the best days to send out emails are on work days, with Thursday early afternoon being the best, and Monday morning the worst.
  8. When in doubt, test.

Don’t stress if your newsletter is a mess.

We can help your newsletter shine its brightest. Contact VIA to discuss the effectiveness of your newsletter and how to make improvements.