Marketing Japan: Internet Promotions? Don't Make Long Sign-ups!...

By Mike in Tokyo Rogers


If you are running any sort of Internet service, business or promotion that requires people to sign up to join, then at least make the sign up as short and as simple as possible.


Survey results of over 10,000 Internet users (done by Nikkei Shimbun) show that if users must click a site or a banner link more than twice, they probably won't do it.

One of my good friend's tells me how he is working on a huge cross-platform Internet promotion that has all the great pieces to a fantastic Internet Social Media Marketing success… This promotion has everything built in! It has a dedicated website using WordPress; publicity integrating old media and print to draw new potential customers to their Internet sites (they definitely need the over-40 crowd in Japan as those are the people with all the money); A Pick and Twitter component and, of course, online video, blogs, blogging, vlogs, and keywords on Google Search and Yahoo! and much more involving a full spectrum of Social Media Marketing for Japan. This is a marketeers dream come true in the year 2010... Except for one tiny problem... My good friend laments that one of the partners is stuck in old fashioned promotional thinking that doesn't fit well a all with the Internet. 

My friend asked me if I could help provide some evidence that he could show to the partner as proof that the partner's ideas were out-dated and if I could help him to convince the partner to drop these ideas.

Well, I don't know if I can help him convince someone who is stuck in old-fashioned thinking, but I gave him some data and wished him well…

That's what gave me the idea for this blog today. If you come up against the same sort of obstacle, then I hope you can refer back to this particular blog for some ammo to help you fight back.

But first, let me give you some background and then tell you what the partner's idea was. 

The promotion was a tie up between three different companies. One company owns powerful old and new media; one company can give away free vacations; the the company can provide the transport to those vacations. All three companies have a need that overlaps and allows them to help each other out and not pay someone like Dentsu or Hakuhodo $180,000 for a promotion like this... If they cooperate, they can arrange a promotion like this through my friend's company for about $9,000!

The media provider can penetrate into millions of homes and is giving that piece of the puzzle up for free as barter (they want more people to use their media). The media partner also has a massive Internet mailing list and gets over 10 million unique users a month! The problem is, instead of just running a contest where all you need to do is sign up, one of the partner's (who needs all the free promotion they can get) wants to add a quiz to the contest that forces people who wish to enter to have to do some Internet searching and research and answer questions - along with filing in personal information on an Internet sign-up form… Not only will the users  have to click through to several pages, this idea takes them off the contest page… Which makes it a very bad idea.

My friend called me and wrote to me asking for advice. Here's what I wrote:

Dear Ken (not his real name),

This is a very bad idea. From past experience and from Internet research, I must strongly recommend against doing this sort of thing in your promotion. 

Let me explain why: 

This kind of promotional idea is very old fashioned (10 or 20 years old) and will result in a contest whereby less than a few dozen people sign up. As you, can suspect, we know this from experience from mass media promotions. 

It is well known that in Internet marketing that (with data research and user surveys of 10's of thousands of Internet users done by Nikkei Research) that people will not, on average, click on a site more than twice. This sort of idea presented by your partner will result in at least 4 clicks. This will cause a huge number of interested people to drop off immediately. 

If the contest is designed so that people sign up just their name and e-mail, you will get tens of thousands of entries and hundreds of people entering several times. Effective promotion is promotion that people think about often, and can enter often.

If people must go to another page and research information and then answer questions, you will get a few dozen entries. No exaggeration.

This idea is ancient; it is like some newspaper promotional ideas for the past. Also, remember that this is a partnership promotion with benefit to all, I can't imagine that the other two partners - especially the vital media partner - would agree to this. If this partner is paying for the promotion, then I doubt that anyone would complain… But this is a barter. This is a critical point.

Think about your own experience on the Internet in the past: When you had to sign up for something, if it was easy, you did it. If it asked too many questions or became troubles-some, you dropped it. I know I do.

This problem is also talked about on page 257 of "The New Rules of Marketing and PR" by Daivd Meerman Scott. It says, "Do not use a sign-up form that requires your prospects to enter lots of data - people will abandon the form." 

Most recently, when my company did a media promotion (on a TV station and radio station) for a week whereby people only had go to the Internet contest page and  enter their name and e-mail, we got over 9,000 entries. In another campaign, when we required them to go to another page and research a question (That campaign was for a world famous automotive parts company) and all people had to do was go to the auto parts maker's homepage and answer a question we got only 14! Fourteen!? Yes, 14. You read right.

Also, once again, I seriously doubt that your media partner, a company that is a trend leader in Internet marketing will agree to this sort of out of date promotion... After all, they are giving you access to millions of people at a barter. I don't think that you or your partner are in a position to demand this sort of thing from them.

Lastly, think of the damage to you client's name when people think, "Oh? I can win! How nice." Then they go to the contest page and see that they have to do a bunch of things to enter; answer questions, provide personal data, click a bunch of times  to enter in a contest where the chances of winning are about 1 in a million? No way.

The average person will think two things about you and your client. They will associate these two things:

1) You and your client's name

2) Troublesome

You can't have that. The Internet is quick… Buzz on the Internet is fast and it is not forgiving if that buzz is bad.

I strongly suggest that you either convince your client to change their mind, or, if they are insistent, find another partner. There isn't a company in the world who isn't interested in the new way of Marketing, marketing in Japan, and the new rules of PR.

Then I signed off.

I wonder if what I wrote and the data I sent will help at all...We'll see.  

But for you, my dear reader,  if you get anything out of this blog, then make it this: Have online contests as often as possible but do not require people to enter too much information. Ideally, just an e-mail address is best.

Notes: Here is an article about a newspaper in the UK who required an Internet sign-up - for contact that is free - and it seriously damaged their readership numbers. See here. http://arstechnica.com/media/news/2010/06/incipient-paywall-costing-newspaper-online-readers.ars

There's many companies out and about that are making these mistakes for you so you don't have to… Just pay attention and learn the lessons from them. Now that's intelligent marketing!


-------

Keywords: marketing, Pick, Yahoo! Internet, Google, business, intelligent marketing, newspaper, Nikkei Shimbun, marketing Japan, Hakuhodo, new media, service, Facebook, media, japan's, blog, Mike in Tokyo Rogers, vlog, Internet, Social Media Marketing, TV, David Meerman Scott, focused message, Dentsu, product, barter, UK, Social Media Marketing, New Rules of Marketing and PR, TV station, radio station, Twitter, Google Search, blogger, Keywords, advertising, e-mail address, Nikkei Research, Japan, buzz, click, clicks, old media, Internet users, PR, contests, sign-up, sign up, radio, Mixi, marketing Japan, video blog, content, blog, Social Media, Japan, marketing, article, media provider, smart marketing,  Japanese, intelligent

Marketing Japan: Increase Your Google Rankings by Use of Keywords...

By Mike in Tokyo Rogers

Just a quick piece of great advice for you bloggers who - with quite understandable frustration, believe me - get discouraged because they see no quick results from their blogging or video blog (vlog) efforts.

Remember that every time you blog something, anything, you need to use all the Social Media tools in your toolbox to drive people to your blog and increase your rankings. That means when you write a new blog, then I suggest that you go to Pick, Twitter, Facebook, Mixi, U-Stream, whatever and announce that you have some new blog that you would like people to check out.

Always be thinking... Well, about something useful, if possible.

I write about Japan at Lew Rockwell.com and then announce all of those everywhere I can - even here at this blog - and I plug my modern marketing Japan blog (this blog) at the bottom of my Lew Rockwell articles.

I suggest announcing new items at least twice (on Twitter, Pick and other Social Media); once immediately after writing and then, once again, five or six few hours later (perhaps once more 24 hours later?).

It is also advisable to go to related sights and post the information there. This particular blog is about smart marketing, advertising and PR using the Internet and intelligent media in Japan, so I will also go to Linkedin and announce my new musings on the marketing groups that I belong to.

OK, so maybe, even with that, people won't follow your blog and sign up. Not to worry. Here's another piece of great advice that will get you high rankings on a Google search.

You might notice that I always put a list of keywords at the bottom of my articles and blogs like this:

Keywords: TV, focused message, Google, product, radio, Japan, business, Japanese, buzz, radio station Twitter, vlog, U-Stream, Internet, Social Media, Mike Tyson, intelligent, Pick, White House, GDP, Mixi, video blog, smart marketing, rankings, solution, Linkedin, vlogging, blogger, advertising, Google search, TV station, service, video blog, Facebook, japan, japan's, blog, blogger, intelligent marketing,  marketing, 

You have to do this every time on every blog to get great Google search engine results. Just to show you that I am right about this. Go to Google and search "Mike" and "Tokyo." Yep, that's me at #1 on the search results. Pretty amazing if you consider the fact that there must be over a million Mike's who've ever been to Tokyo... Notable ones include even Mike Tyson in person and on world-wide TV(Hey! I beat Mike Tyson in Tokyo! Rah!)

Make sure that when you do a keywords listing that you change the order of the words in your keywords so that they do not appear in exactly the same order that the do in the body of the article.

Also! One last important note. Make sure that you use the same name for yourself everywhere on the Internet and make sure you use the exact same avatar (I mean a real one with your photo!) Remember that you are selling yourself when it comes to the Internet, so branding and image are critical to your success.

That's smart business with a focused message and intelligent marketing!

------
Keywords: marketing, Google search, blogger, focused message, Google, product, intelligent marketing, Facebook,smart marketing, Internet, radio, Mike in Tokyo Rogers, search engine results, business, Japanese, buzz, rankings, Twitter, vlog, video blog, U-Stream, Social Media, vlogging, Mike Tyson, intelligent, Pick, Japan, TV, Japan's, Mixi, video blog, advertising, blog, Linkedin,   

Internet and Social Media? Get a Great Name

"What's in a name? That which we call a rose
By any other name would smell as sweet." -  Juliet from Romeo and Juliet (II, ii, 1-2)

What's in a name? Most people would say, "Not much." But in these days of Social Media and with how the Internet is coming to dominate business, then what is in a name means a whole heck-of-a-lot.

Today, I want to talk about how having a unique name is critical to smart marketing for you. And how you will need a unique name if you want to have any hope of creating a buzz.

And this is not only in Japan, but all around the world. Having a great name for yourself for your business, product, service, or Internet idea is critical for success; especially in this day when people are actively searching for a special topic or item.

Take the example of a blog. The other day, a friend of mine, who is not Internet savvy at all, told me that he was thinking of a name for an online television show that he wanted to begin and he called me to ask me if his idea for a name for the program was good. The program was about interviewing foreign businessmen in Japan, in English, about doing business in Japan.

My friend seemed very pleased with the title he thought up for the TV show. It was, Tokyo Exchange.

Sounds like a typical business interview on your typical terrestrial TV station, right? Sure. It does to me. Now just think about how poorly terrestrial TV is doing. Do you want your business to emulate them? I sure hope not.

I told him that this was very old-fashioned thinking and that Tokyo Exchange was a terrible name... Can you imagine what people will think when they see a, er, "catchy name" or press release that says "Tokyo Exchange"? When someone hears this, the first thing that will pop into their mind will be the Tokyo Stock Market.

If you do a Google search on Tokyo Exchange, then you will get 25,400,000 results.

Now think about this for a moment. If you do, you will realize why this kind of name has to be one of the worst ideas a person could have. My friend is going to do an online TV show on a small Internet TV station that few have ever heard of. Now, if someone like you or me want to find his show by doing an Internet search, we would enter Tokyo Exchange in the search engine.

Now, also consider just how many tens of millions, if not hundreds of millions, of people per day search for financial information concerning the Tokyo Stock Exchange... How in the world will anyone find my friend's online TV show? They won't.

The resulting Google search page that shows my friend's TV show will probably not be even in the first 100 pages... It probably wouldn't hit the first 1,000 pages. And, as you know from your own personal experience, if you do a Google search and the result that you are looking for does not show up in the first page - maybe the first 2 or 3 pages - then you'll stop looking.

I know that if it doesn't show up in the first five on page one, I rarely search farther.

My friend would be better off with a name like "ZZXZ Dorky Tokyo." I'd bet they'd show up on the first page of an Internet search with a name like that.

Of course, I'm not saying that ZZXZ Dorky Tokyo is a great name. But it is a heck of a lot better than Tokyo Exchange.

To prove to you that I know what I'm talking about here, think about my name. My name is Mike Rogers. Mike Rogers is a very common (boring) name. If I do a Google search on Mike Rogers, I find a US congress-critter; a K-1 fighter; a professional hockey player; and a zillion others.

But Mike Rogers is a western name and I live in Japan. Ah! A unique name: Mike in Tokyo Rogers.

Now, let me brag to prove to you that I do know what I am talking about here. If you do a Google search of my name; "Mike in Tokyo Rogers", you'll find me #1 on a search. If you search "Mike in Tokyo" (without knowing my last name) you will find me #1. If you search merely "Mike Tokyo" I show up in the top 3.

Now that is a useful and killer name!

So it doesn't matter now what I do. Whether it is Twitter, Pick, blogging, U-Stream or any Internet Social Media or promotion or marketing. I always use the name "Mike in Tokyo Rogers."

So, before you decide on what name you will use, do Google searches. Use your imagination and find something unique. Use your middle name or find a new and cool moniker.

Make and use a name like this and people will find you.... If you don't, you or your service will be just like one of the millions of pieces of paper on the floor at the end of the trading day at the Tokyo Exchange; lost in the shuffle and headed into the trash.

------------
Keywords: business, Pick, press release, Mike Rogers, Marketing Japan, Mike in Tokyo Rogers, Google, Tokyo Exchange, blog, smart marketing, catchy idea, publisher, Google search, terrestrial TV, web page, promote,  U-Stream, Buzz, Tokyo Stock Exchange, Twitter, advertising, Japan, marketing, Internet, Social Media, blogs,