The Simple Tool That Can Maximize Your Multichannel Communications Campaign

The Simple Tool That Can Maximize Your Multichannel Communications Campaign

For any marketing professional, these are either the best of times or the worst of times for plying your trade. Communication opportunities are more plentiful than they’ve ever been, which is great news, but along with that glut of marketing channels comes the overwhelming feeling that if you’re not communicating across every possible platform, you’re doing a disservice to your company or your clients. Trigger Systems are a great tool for making sure that you’re making the most of your marketing opportunities.

Wait, what’s a Trigger System, you ask? In simplest terms, a Trigger System is a set of communications and marketing tasks created around a recurring business event, so that you’re always ready to hit the ground running, whether the event is planned or not. And Trigger Systems are supremely flexible, adapting to whatever your communication needs are, so you can set up a Trigger System for situations as different as launching a new product, running a retail campaign or attending a trade show.

It’s a pretty simple idea, but once you think through and document your communications roadmap, you can use it again and again. Just think about how helpful it would be to have a clear, replicable set of PR and marketing tasks that are “triggered” every time your company attends a trade show.

Below are examples of three very different situations where Trigger Systems can help you maximize your multichannel marketing potential. To help illustrate the usefulness and flexibility of this tool, these examples will all be based around a company that’s launching a new beverage in a new, but high-growth beverage category.

Launching a New Beverage

You’ve put in the work of researching the market for your new beverage, creating a great product and developing a brand that you’re confident will resonate with your target customer. Now, you need people to listen and act! A Trigger System for a product launch could include everything from creating press releases and pay-per-click social media and search ad campaigns to creating in-store promotional materials and researching and securing guest articles and backlinks from well-respected beverage publications and taste-making blogs and websites — and anything else that you think will get your product in front of the right eyes! And the best part? When you launch the three other beverages you have planned for next year, you can use the same set of tasks to develop those launch campaigns!

Getting More Out of Your Online Retail Campaign

Many of your potential customers are encountering your new beverage through online channels, and rather than providing a call to action that requires them to visit a physical store, you’re hoping to kickstart sales with an online retail campaign that will bring your beverage right to people’s front doors. When you create a Trigger System, you can think through all the possible avenues for communicating this message, encompassing pay-per-click and remarketing ads, drip email campaigns, a retail splash page on your website, creative product partnerships and more.

Making Noise at a Trade Show

Trade shows are a great way to make a splash with a new product, generating lots of good buzz, making important industry connections and driving big sales orders. Trigger Systems are perfectly suited to trade shows because they can help you create a template that you can use every single time you attend a show. This could include purchasing ads on the show’s website and program, sending invitations to prospects, curating a press list and inviting publications and bloggers to samples and interviews with company leaders, a trade show-specific landing page on your website, refreshed marketing collateral and — of course — a show-stopping new booth design.

Especially when you are launching a new product and building a new business, Trigger Systems can help you create the communications infrastructure that will allow you to execute creative and tactical communications campaigns effectively and seamlessly across as many different channels as possible.

Mike Schaffer is the CEO of Echo-Factory, Inc. Throughout the course of his career, Mike has provided strategic oversight and executive leadership for companies looking to position their businesses for growth, acquisition or both. Mike is an ongoing contributor to CSQ Magazine and a regular speaker at marketing conventions, and mentors start-ups with the USC incubator and the Los Angeles Cleantech Incubator. He also organizes the largest Innovation Group in Los Angeles which meets weekly in Pasadena.

Accepting Bitcoin is good for business

Accepting Bitcoin is good for business

Previous blockchain blogpost

Blockchain technology represents a seismic shift. It is like that of email and web in the 90s and Facebook and Twitter a decade later. This innovative technology also makes Bitcoin and other cryptocurrencies possible without centralized authority. But cryptocurrencies are just the tip of the iceberg, much bigger and more essential things lie below the surface. Blockchain technology has the potential to create countless opportunities everywhere. 21.co, a blockchain startup founded by Dr. Balaji Srinivasan, is a compelling case in point.

Some businesses prefer to stick to their past, but this is not a good marketing strategy. Instead, it is essential to take a progressive approach and look out for the next big thing. That is what happens when companies begin to accept Bitcoin that put them in a position for greater success. Embracing the power of this new technology is good for businesses. It shows the customers and prospects of a business that it is well ahead of the curve. Accepting Bitcoin is a marketing strategy that could positively impact the company’s bottom line. With such transactions on the rise, many companies are using Bitcoin to their advantage.

New market segment

There are customers out there that only work with those businesses that accept Bitcoin. The bigger such an audience, the higher chance of making sales, moving past the competition, and boosting profits. Accepting Bitcoin may be a gimmick, but it could give the company an edge over the competitors. Since many are not on board with this technology as yet, it is possible to beat them to it. Hence, companies that use Bitcoin are fortunate enough to generate business from a fresh audience and a new market segment.

Appeals younger generation

Just the same as the conventional form of payment, every one of all ages can use Bitcoin. But it is the younger generation who are most likely to adopt this fast-growing form of payment. Companies that work towards appealing to such a demographic needs to give them something to get excited. One of the many ways is accepting Bitcoin as a form of payment for the products or services. It is a differentiating factor that the younger generation look at when purchasing items.

Peace of mind

Data breaches that rock the world may not have impacted many companies. But there is no guarantee of that not happening in the future. In regards to data security, Bitcoin gives peace of mind since it does not store payment information. Or not at least in the way traditional financial sector does. That way, it provides the prospects and customers a higher level of trust in the companies.

Traditional affiliate networks

Bitcoin is going to affect traditional affiliate networks, which may have to reexamine their minimum network fees for the commissionable transaction. Affiliate marketing uses Bitcoin because of the cost-effective manner of rewarding virtually any purchase. It also allows paying in real-time in which case purchase transactions are not reversible.

Impacts variable rates

Bitcoin impacts the prices of those products marketed through the affiliate program. Those who offer automatic services or intangible products may be able to consume the risk of the variable value of Bitcoin. Companies selling tangible products may likely keep their prices in their currency and then convert it on the fly. Merchants may give some extra incentives to affiliates who promote Bitcoin-priced products and also to those affiliates accepting Bitcoins as commissions. Again, it will be easier for merchants to edge potential changes when the value of Bitcoin becomes stable.

Lead generation companies

Lead-gen marketing companies may receive high payouts for hot leads but a fraction of that for cold leads. The first examples are in the Bitcoin space itself whereby the firms refer active users to Bitcoin Exchanges. CoinMate.io is a British based Exchange that serves continental Europe but does not operate in North America and offers a fee for recommended users. On the other side is Coinbase, a leading exchange who pays handsomely to both the referred user and the referring user. Considering Bitcoin can reward almost any transaction, in the future it will adopt a percentage approach and would add premium percentages for referring top-tier customers. As the value of Bitcoin becomes stable, commissions will be expressed more frequently in Bitcoin.

Cheap website traffic

Faucets are a cheap way to get traffic on to a website by rewarding the people who either visit the site or complete specific actions

Faucets are a cheap way to get traffic on to a website by rewarding the people who either visit the site or complete specific actions Source: Steemit

Faucets are a cheap way to get traffic on to a website by rewarding the people who either visit the site or complete specific actions. If an overlap exists between the company’s customers and the users of the Bitcoin faucet, there may be value for the company.

Binary options trade

Satoshi option trading

Satoshi option trading

Bitcoin is very beneficial for binary options because it allows traders to transact business when other markets remain closed. Accepting Bitcoin payments from traders will have many implications on the product itself. The binary options brokers, e gaming, and daily fantasy sports operators accept Bitcoin and convert it into a currency that goes to the customer’s account. However, bearing the risk of receiving Bitcoins, and then having to pay winners a different amount of Bitcoins, requires careful planning, until their value stabilizes.

Decentralised digital currency

Bitcoin is similar to Euro or Dollars or Yen with the difference that Bitcoin is not under the jurisdiction of a bank or a country. This digital currency is not supported by economic drivers and exists only on computers. Like standard money, Bitcoin can be used to buy services and goods from companies who accept it. The details can get complex, but a simple example can explain how it works on a fundamental level.

Illustration with example

Let us assume that an online store sells a bat for $100/- and accepts Bitcoin as a form of payment. If the purchaser pays $100/- today and if the rate drops by 30%, effectively, that bat was sold yesterday for $70/-. If, on the other hand, the rate goes up by 30%, that bat was sold yesterday for $130/-. And that makes good business sense, but the exchange rate is hard to predict on a day-to-day basis. Domino’s Pizza was the first company to take Bitcoin back in 2013. Some companies already take Bitcoin; most notably among them are Dell, Newegg, and Overstock.com.

Establishing Bitcoin functionality

For those websites that already allow Bitcoin payments in the online store, such as Shopify, they have to establish and enable the functionality of a Bitcoin wallet. Otherwise, the more straightforward solution might be a Bitcoin Payment Processor or Gateway such as CoinGate, Stripe, BitPay, or any of the others. If everything else fails, consider changing the website hosts but only as a last resort.

Strategy enhances brand

Merely having a payment method that is Bitcoin-friendly will become the mark of a forward-thinking company. In other words, using blockchain to formalize digital payments between companies can work in one’s favor. From a business point-of-view, not only is this secure but from a marketing perspective, it helps add to the branding. A mass-adoption future where the world would just use Bitcoin instead of paper currencies is a little far-fetched right now, but having a strategy in place will help in the long run to be ahead of the game.

Businesses follow suit

Bitcoins is a celebrity of its own, but their chief value in marketing and digital commerce may be that they introduced blockchains. The technology that makes Bitcoin possible is the aspect that makes it most disruptive giving rise to different kinds of applications. Very soon, companies or banks will be managing blockchain technology because they see the potential in its ability to record transactions permanently and globally with one entry.

Blockchain resembles Internet

The blockchain movement feels like the Internet primarily because both offer decentralized systems, except that Bitcoin is about a rapid transfer of value, and the Internet is about the transmission of information. Consumers can purchase blockchain-generated tokens representing values or products, employing the power of falling and rising token prices in a self-regulating, decentralized blockchain environment. In the most idealized version, a community of developers will be maintaining each blockchain faithfully and owning tokens that would increase in value.

Coming up next:

Charlie Shrem was among the pioneer public faces of cryptocurrency. He co-founded a startup company in 2011 called BitInstant that was one of the earliest cryptocurrency companies processing a third of all Bitcoin transactions. In 2015, Shremwent to prison for two years for aiding an unlicensed money transmitter acquire Bitcoins to trade in the underground marketplace, where it was used to buy drugs. It was a felony that is the first of its kind in the crypto world.

Blockchain technology creates untold opportunities everywhere

Blockchain technology creates untold opportunities everywhere

Previous blockchain blogpost

A war is over the future of Bitcoin, the first digital currency, and is already showing strain. Among the competitors of Bitcoin, two of them are Darkcoin and Ethereum. People use these younger cryptocurrencies for much more versatile purposes. Hence Bitcoin faces a threat from more nimble competitors. Digital currencies will drive new company model innovation at unprecedented levels. This revolution could be either a bubble or the onset of a financial realignment.

Blockchain technology represents a seismic shift like that of email and web in the 90s and Facebook and Twitter a decade later. Also, the novel technology is changing the world for the better rapidly in a radical manner. Furthermore, even mainstream players like Goldman Sachs, Visa, Capital One, New York Stock Exchange, and Nasdaq have invested in this groundbreaking technology.

No central authority

Blockchain

Blockchain

Blockchain processes transactions without recourse to a central body like a payments company, bank or government. Finally, services and businesses can be decentralised, cutting out intermediaries and removing points of failure. The blockchain is an incorruptible digital ledger that tracks transactions of any kind that is of value. This innovative technology also makes Bitcoin and other cryptocurrencies possible without centralized authority.

Key success factors

Many factors are driving the cryptocurrency boom today whose price is double the price of gold

Many factors are driving the cryptocurrency boom today whose price is double the price of gold

Many factors are driving the cryptocurrency boom today whose price is double the price of gold. First of all, miners get motivated because of the incentivized system where they can earn digital money. Second, it allows for privacy that separates people’s identity from their transactions. Third, it is a public ledger validated by peer network and mathematical calculation. Another advantage of cryptocurrencies is that they are run on this blockchain technology that uses a public record created using a crowd-sourced system. And last but not the least, the approach of blockchain is decentralised that eliminates dependency on financial institutions. Alternative currencies are in direct contrast to the image of traditional finance. In contrast to fiat currencies, the early leaders of digital currencies would never pass muster at legacy institutions.

Various industry applications

Cryptocurrencies are just the tip of the iceberg, much bigger and more essential things lie below the surface

Cryptocurrencies are just the tip of the iceberg, much bigger and more essential things lie below the surface

Cryptocurrencies are just the tip of the iceberg, much bigger and more essential things lie below the surface. Much like no one predicted Uber, Spotify or Seamless, it is difficult to tell how blockchain will evolve or impact us. Decentralisation and cryptocurrencies are not getting here next week or even next year per se. However, the data and preliminary research are amassing that this technology is for real. Homeland Security is considering blockchain to track people and goods across borders. Similarly, Food and Drug Administration is looking at it, among scores of others, to help with population health management. And Financial Services Industry are making numerous efforts in this arena too. So, Blockchain technology has the potential to create countless opportunities everywhere. Certainly, 21.co, a blockchain startup founded by Dr. Balaji Srinivasan, is a compelling case in point.

Foray into blockchain

Dr. Balaji Srinivasan is an entrepreneur, an academic, investor, and a thought-leader in the blockchain. Also, he is the founder of a blockchain-based genome startup called Counsyl that started in the Stanford dorm and examines 5% of all births in America. But most noteworthy, it won the Innovation Award, raised $65M in funding, was one of the Top 10 Ideas and is arguably the world’s largest genome centers. Dr. Srinivasan teaches at Stanford University, manages the Stanford Bitcoin Group as well as advises and invests in startups. He was a Partner at Andreessen Horowitz before being the Co-founder and Chief Executive Officer of 21.co. Through this innovative website, one can earn digital currency and have exposure to an already vetted Silicon Valley group.

Earn digital currency

According to the webpage of 21.co, a user sets up an account for paid messages. Account holders can answer the messages on web or mobile and make money anywhere anytime – while lining up, when at work, or during the morning commute – and it works in all the countries in the world. Users get paid for their services in Bitcoin and have the option to either donate the money to charities such as Black Girls Code or keep it. One has to be techno-savvy to earn digital money or take a risk and purchase digital currency.

Silicon Valley exposure

Apart from allowing access to earn or mine Bitcoin, another beneficial service of 21.co is exposure to the critical people in technology to pitch a startup. It has lists of 200 blockchain experts, 400 founders, 100 Chief Executive Officers, 50 investors, 50 capitalists, and 37 Horowitz partners.

Already vetted group

The business practice of yesteryears was to invest in database lists that companies use for cold calling. This process is inefficient – no consent or introductions or incentives, resulting in a huge number of deleted and unread messages. Research-driven companies and marketing utilize this blockchain-based website to get input from a vetted group who are eager to participate in the joint benefits. Using the platform of 21.co users can conduct research, assign tasks, and respond to email. The business outcomes and performance results at 21.co have stunned everyone concerned. The success of 21.co has made it clear that data-driven sales and marketing companies can receive feedback and completed tasks with a highly robust and efficient framework built on consent, trusts and mutual benefit.

Social interaction network

Digital currencies derive value the same way offline traditional currencies get theirs. According to Srinivasan, if there is a region of people or nation-state, it becomes reasonable and legitimate for that group to have local money. In the new phenomenon of Bitcoin, that currency is called a social network, and it is a crucial prerequisite. They are agglomerations of people that are online and not necessarily in a physical location. This logic and process do not have dependencies in the physical world, and users can widely distribute them.

Branching of blockchain

Srinivasan described that blockchain has branched into private and public blockchains. Cryptocurrencies such as Bitcoin, Etherium, Dash, Ripple, etc. work within the public blockchain space and private blockchains include Interledger, Hyperledger, and Cords. It is the popularity of Bitcoin that led to the expansion of blockchain into these models. A good analogy regarding public vs. private blockchains is Internet vs. Intranet.

Advise to entrepreneurs

According to Dr. Balaji Srinivasan, the founder of 21.co, two kinds of startup entrepreneurs exist in this world. There are the ones who are already running a company, and there are those who want to build a business. Srinivasan says that the key to success is a higher-level motivation that will get people up and about in the early morning hours and through the initial startup chore. He advises startup founders to build it entirely on blockchain as opposed to starting a business. Technology that can create value in other people’s lives can bring impact, influence, and monetization. More decentralized companies of commercial value will arrive in the future, powered by blockchain.

Coming up next:

Some businesses and companies prefer to stick to their past, but this is not a good marketing strategy. Instead, it is essential to take a progressive approach and look out for the next big thing. That is what happens when companies begin to accept Bitcoin payment that put them in a position for greater success. Embracing the power of this new blockchain technology shows the customers and prospects of a business that it is well ahead of the curve.