Capstone Media Insights

Jumping Email Marketing, Batman!

February 22, 2012 By Tracy Smuts

Last week staff here at Capstone Media attended an online class through Marketing Profs University on the use of Email to drive Social Media engagement. Instructor DJ Waldow of Waldow Social likens the pair to Batman & Robin.

Genius! Email’s Batman – big, tough, overpowering email that stomps its way into your inbox, cell phone, tablet in such a way that you can’t help but pay attention. While its sidekick, Social Robin, is off in the distance drawing power from email connections to grow its own presence.

The two work together, side-by-side, to grow presence for brands. And just like the original dynamic duo, they are stronger as a team than as individual players in the communications sphere. Consider as well that Email marketing generates an average of $40.56 for every dollar spent versus Search ($22.24), Internet Display ($19.72 and Social networking ($12.71).* When you begin to monetize the interactions it becomes clear that Email’s ROI potential is being wantonly overlooked.

Probably the greatest thought I pulled out of this lesson is so surprisingly simple yet oft times ignored in our quest to “engage” with customers. Waldo remind us that every social media activity requires an email to sign-up for the service. Regardless of your social path, the price of admission is an active cyber-space address where you will interact on a regular basis! So why wouldn’t you integrate an email program into your 2012 marketing communications?

Consider that as digital creatures we check our email first thing in the morning and continuously throughout the day. It’s acceptable to stay current at the office with email but perusing Facebook during office hours might be a major social no-no. Consider that for the 800 Million Facebook users, there were still more than 110 Trillion emails sent last year. Critics are quick to point out that 71% of those are spam so-o-o-o do the math and you come up with only 319 BILLION legitimate Emails.

Let’s personalize the concept. Think about the “share” function on Facebook. You find a picture that you think is funny and you “share” it on your wall. The average person has about 130 Facebook friends. Depending on the time of day or engagement of the photo, you might attract a dozen comments and perhaps a few shares. Now take the same picture embedded in an email and send to a dozen friends. They in turn send to another dozen. Within a few hours (or days) that picture can travel to thousands of people.

Sometimes we get so caught up with what’s “new” in our marketing strategies that we forget to keep the “tried and true.” It’s time to dust off those email strategies and start using them to drive the social media train. Hurry, Robin, to the Bat Cave! There’s not a moment to lose!

Sources:

Email + Social Media: A Killer Combination. Marketing Profs University Social Media Fast Track,

Waldow Social, D.J. Waldow

*The Magill Report: Email Marketing ROI

Filed Under: Email Marketing, Social Media, Uncategorized

2nd Annual Winter Wine & Ale Fest Shows GeneroCity

December 16, 2011 By Capstone

Deer's Leap Winery of Geneva served attendees their choice of local wines including Holiday Spice, Fusion, and Peach Wine. Photo by Gregory Jackson.

Jingle Bell Ale, Christmas Ale, brews, and wines of all kinds warmed the season during the 2011 Winter Wine & Ale Festival. Winter Wine & Ale Fest, a sellout, ticketed VIP pass event (750 tickets) included unlimited food specialties from local restaurants and up to 20 samples of local wineries and breweries. Tickets were promoted through radio, print and social media. Profits were donated to benefit GeneroCity, a downtown homeless fund for the Downtown Cleveland Alliance (DCA). The fund generates programs that focus on job placement and housing.

“Winter Wine & Ale Fest is a wonderful way to ring in the holiday season with some of our best local wines, ales and cuisine. It supports a cause that is critically important to the downtown area,” said Joe Marinucci, president and CEO of Downtown Cleveland Alliance. “Event proceeds connect DCA with the homeless community by assisting them the services needed to find jobs and permanent housing. As the weather gets colder, our mission becomes even more important.”

The event was a sell out for the second year in a row.

ABOUT DCA

The Downtown Cleveland Alliance (DCA) is a non profit organization that works with property owners and neighborhood partners to revitalize downtown and provide economic development opportunities. attract business and retention efforts, sponsors the Clean & Safe Ambassador Program, and handles strategic marketing initiatives for downtown Cleveland.

GeneroCity, started in 2008, and was formed by the DCA to increase funding for the homeless, reduce panhandling, and add 12 bright green donation receptacles, formerly old parking meters, located throughout downtown Cleveland, to collect change for homeless services.

Filed Under: Capstone News, Location Based Marketing Tagged With: Downtown Cleveland Alliance, GeneroCity, Huntington, Winter Wine & Ale Fest

Cleveland Clinic Toy Drive Success Fueled by Generosity

December 15, 2011 By Capstone

A small sample of the toys donated to Cleveland Clinic Children's Hospital. Stuffed Bengal Tiger donated by Laura Smuts, Capstone Media.

Wellspring Ministry volunteers and Cleveland Clinic Children’s Hospital extend a special thank you to the Cleveland Metroparks and the cities of Independence, Seven Hills and Broadview Heights for their generosity in bringing Christmas joy to the children at Cleveland Clinic Children’s Hospital (CCH). All have partnered by participating in the CCH annual toy drive which benefits the children who spend their Christmas holiday as hospital inpatients. Donations will be stuffed into a “Christmas pillow case” for the children, distributed to the children on Christmas Eve.

Thank you and Merry Christmas!

Filed Under: Capstone News Tagged With: Cleveland Clinic, Cleveland Metroparks, Toy Drive

Winterfest 2011 Lights up Christmas Spirit

December 1, 2011 By Capstone

Winterfest 2011 lights up Downtown Cleveland with a 45-foot Spruce Christmas tree. The Old Stone Church (in background) is illuminated by the lighting display. Photo by Gregory Jackson.

Winterfest, Cleveland’s Annual Holiday Festival & Tree Lighting ceremony, did not disappoint the jubilant crowd that filled Public Square on Saturday, November 26. Downtown Cleveland Alliance Ambassadors were prolific and served as the official voices of the event, answering hundreds of questions and passing out event information packets to festival attendees. Huntington Bank was the official sponsor of Winterfest 2011.

Radio Disney took the stage mid-afternoon to rock the crowd and entertain the children. Festival goers were treated to free horse-drawn carriage rides that circled the square. Following the rides, one could enjoy a jazzy Christmas concert (watch “Silent Night”), a hot chocolate and cookie reception, and the post fireworks- Christmas Chorale Concert.

Many vendors were on hand with custom Christmas merchandise to help kick-0ff the holiday shopping season. Shoppers bustled through Tower City and shops along Euclid Avenue. Even parking was on special for the event. Those parking at Tower City received 5 hours of free parking in exchange for a making a $15 purchase. (As an added bonus, the pay booth at the parking lot is dispensing new $1 coins throughout the holidays, a popular Christmas gift for grandchildren and friends.)

An amazing display of fireworks capped off the evening. Photo courtesy of Downtown Cleveland Alliance.

As the sun set behind Terminal Tower, anticipation grew as time approached to light the City’s 45-foot Spruce Christmas tree, donated from a home in Garfield Heights. The spectacular tree is back dropped either by Old Stone Church or Terminal Tower, depending on from which direction the tree is viewed. Mayor Frank Jackson and other city officials were introduced and thanked everyone for celebrating Winter Fest. Following the introductions a powerful fireworks display dazzled a highly enthusiastic crowd officially ushering in the Holiday Season.

Filed Under: Capstone News Tagged With: Downtown Cleveland Alliance, Huntington, Winter Fest

Musings on Google +

July 19, 2011 By Capstone

This week I was lucky enough to receive one of the hottest invites in Social Media – Google +. The internet has been abuzz about what has been termed “The Facebook killer” so I was very interested to give it a try.

Test driving Google+ is by invitation only as it is currently being beta tested. This precludes brands from creating pages as only consumers are invited into the Plus Club for the early viewing. According to the July 7th issue of Advertising Age, brands should have access to setup pages by the end of July or early August.

Google Plus Screenshot

As you can see from the screen shot, Google + does look similar to Facebook but in my opinion, has some features that I like more than Facebook.

Sections

There is an “About” section in which you can tell the social media world as little or as much about yourself that you want. The “Posts” section, similar to the Facebook wall, is where you note what’s new. A key difference with Google+ is you have more options on what is shown in your stream and what is not. Posts are easily filtered with a simple click of a button. The Photo and Video sections are pretty self explanatory if you ask me.

New Features

One addition to the Google+ menu is the +1’s tab. This tab will show all the websites that you have given a +1 to so your connections can see what websites you rank helpful. As with Facebook, all sections can be privatized.

Another great feature with Google + is the opportunity to put your connections into “Circles”. Yes, Facebook has a similar option of grouping people but it seems that Google has streamlined the process and made it much easier to accomplish this. This allows you to separate business and personal connections easily. You can make posts to all “circles” or choose specific ones that will be given access to each post made. Your connections can not see the circles you put them in, only that you added them to a circle.

Crystal Ball Gazing

So the question remains, will Google+ be the “Killer of Facebook?” In my opinion, the jury is still out. With branding, the first brand one to own a category in the consumers mind has a distinct and long-term advantage – think Kleenex, Xerox, Q-tip or Sharpie marker.

While the younger generation will happily learn a new platform, a growing number of Boomers 50+ are joining Facebook to stay in touch with family. It’s a coin toss as to whether they will be as eager to learn something new.

-Lisa Holmgren, Digital Media Buyer

Filed Under: Digital Media, Social Media

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