Desde as longas extensoes de areia de praias inexploradas da Costa Ocidental ate as orlas maritimas subtropicais de Maputaland, ha uma praia para todos os gostos. Veja o nascer do sol sobre o oceano Atlantico ou Índico, ponha o bronze em dia ou seja mais activo – a África do Sul oferece dos melhores surf, windsurf e mergulho do mundo. E depois ha as baleias…O PARAÍSO DOS DESPORTOS NÁUTICOSOs nossos programas de mergulho tem florestas de algas gigantes nos recifes de coral, o surf inclui programas divertidos na praia, tubos ocos e alguns monstros a serio, alem de termos um optimo surf ski ou as ondas de esqui, caiaque e vela.Surf, windsurf, kitesurf, caiaque oceanico“A África do Sul e dos melhores paises do mundo para a pratica de surf, com um cenario costeiro espantoso, boa qualidade de surf em qualquer epoca do ano, um nivel de vida barato e ao mesmo tempo de grande nivel, alem de uma cultura unica de que se pode orgulhar,’ diz Steve Pike, editor da Wavescape.Poucos seriam os visitantes a discordar. Ha centenas de surf breaks por todo o pais – cerca de 50 a uma hora de carro da Cidade do Cabo.Desde a ondulaçao segura para crianças e principiantes ate aos breaks epicos que assustam mesmo os concorrentes mais audazes nas competiçoes internacionais que se realizam em Junho e Julho.A area do Cabo Oriental em volta do Cabo de Sao Francisco, Jeffreys Bay e Port Elizabeth – conhecidos em conjunto como Jay Bay pelos surfistas locais – conhecido em todo o globo pela qualidade das suas ondas.Muitos dos albergues para os chamados turistas de mochila espalhados um pouco por todo o pais estao preparados para aluguer de pranchas, surfaris guiados e liçoes de surf e em Durban e na Cidade do Cabo existem boas escolas de surf.A África do Sul tem locais assombrosos para a pratica de windsurf e kitesurf. Langebaan, perto da Cidade do Cabo, e internacionalmente reconhecida como um dos pontos de encontro mais badalados para todo o genero de pratica de surf – mas ha mais.Uma maneira mais acessivel de experimentar o prazer do mar e andar de caiaque. Existem viagens guiadas em volta da Cidade do Cabo, Hermanus, Knysna, Plett e Durban.VelaA costa maritima da África do Sul e uma das mais desafiantes do mundo da vela, com poucos portos, muitas tormentas e, mares frequentemente bastante alertados. Nao e por isso uma boa opçao para levar um barco alugado.No entanto, e um lugar optimo para aprender vela – ha escolas da modalidade na Cidade do Cabo, Porth Elizabeth e Durban – e disputam-se aqui algumas das regatas mais famosas do globo. As regatas locais sao inumeras tambem e a regata da Cidade do Cabo ate ao Rio de Janeiro e uma das mais celebres, atraindo um enorme contingente de barcos.MergulhoSe precisa que o convençam acerca da gravidade e do perigo da costa sul africana, nao precisa de ir longe – basta ver os naufragios mais recentes ou os que ficaram na historia – todos eles grandes tragedias, mas ainda assim boas noticias para os mergulhadores. Porem, nao se preocupe, temos mais para lhe oferecer do que esses sitios desoladores. O nosso ambiente submarino e do mais diverso e do mais belo que existe, com infinitos sitios fantasticos para mergulhar.Possuimos uma linha costeira incrivelmente longa, dos 35º S aos 27º S, que nao fica propriamente ao alcance normal do mergulho tropical. Apesar disso, as correntes que descem de Moçambique pela costa oriental trazem aguas quentes e tropicais e Sodwana Bay, no KwaZulu-Natal, tem os recifes de coral mais a sul do mundo.Encontrara aqui todo um conjunto de peixes com cores magnificas e algumas grandes lesmas do mar, incluindo a extravagante “dançarina espanhola’. Tubaroes baleia, tartarugas, golfinhos e tubaroes de areia sao muitas vezes vistos em zonas especificas.À medida que vamos descendo a costa, o ambiente submarino muda gradualmente ate que, quando chegamos a Cidade do Cabo, ja estamos a mergulhar em aguas frias mas encontraremos lindissimas florestas de algas gigantes – onde podemos flutuar por debaixo da agua e admirar o surpreendente mundo colorido dos recifes.Ha escolas de mergulho em praticamente todos os sitios, um grande numero delas, para nossa admiraçao, na cidade de Joanesburgo, tao isolada do mar, onde as pessoas fazem o seu treino antes de partirem para a Sodwana Bay para praticar mergulho.Mas tome sempre muito cuidado com as zonas interditas. Um voo do nivel do mar para Joanesburgo pode demorar so uma hora, mas sobe-se quase 2.000 metros (7.000 pes) de altitude – e isso sem considerar o voo. O que representa um enorme risco, por isso deve ajustar o seu itinerario de modo a incluir um dia de visitas e excursoes, compras ou idas a praia antes de ir fazer mergulho e viajar em Joanesburgo.CAPITAL MUNDIAL DA BALEIAA África do Sul e um dos melhores destinos mundiais para observaçoes dos mamiferos marinhos. No inicio de Junho, as baleias franco astrais deixam o seu habitat no Antarctico para ziguezaguear nas aguas (relativamente) quentes da costa do Cabo.Experiencias com a vida selvagemÉ claro que os grandes mamiferos da África do Sul nem sempre estao na linha da costa.Aqui acasalam, tem as crias e geralmente permanecem, ocasionalmente jogando a cauda para o ar ou pondo as cabeças de fora para ver por onde param as pessoas.Na Cidade do Cabo pode ve-los da estrada, em qualquer sitio ao longo da False Bay (Baia Falsa) e, se estiver num sitio suficientemente alto, pode ve-los perfeitamente no litoral ocidental.A cidade de Hermanus auto-proclamou-se a capital mundial da baleia – e nao anda longe da verdade. Estes animais imensos aproximam-se as vezes a escassos metros da costa e sao claramente visiveis do passeio panoramico no cimo do penhasco.Mais a leste, a cidade de Plettenberg Bay tambem se auto-proclama capital da baleia – e igualmente com fortes motivos para o fazer. As baleias franco austrais podem ser vistas na baia entre Junho e Novembro e as baleias jubartes ou corcundas migratorias vem aqui por pouco tempo, mais ou menos em Maio ou Junho e depois, na sua viagem de regresso, entre Novembro e Janeiro.As baleias de Bryde ou orcas sao vistas ocasionalmente, ao passo que os golfinhos nariz de garrafa e os golfinhos corcundas sao residentes todo o ano. Uma colonia de procriaçao de focas do Cabo completa a impressionante colecçao de mamiferos de Plettenberg Bay.É em Plett que a industria de observaçao de golfinhos e baleias esta mais bem organizada, com viagens de barco, caiaque e aeronaves. A observaçao, as distancias e o tempo gasto com cada animal sao estritamente controlados para que nao haja a minima interferencia.Na costa mais a norte de KwaZulu-Natal, os golfinhos de nariz de garrafa e os golfinhos corcundas tambem sao frequentemente observados dos barcos.Reporter infoSA, incorporando material de Turismo Sul Africano
This is a guest blog post from Ralph Vugts, Online marketing specialist for Huthwaite Asia Pacific. Huthwaite specializes in sales performance training and works with some of the largest organizations on changing the behaviour of their sales teams. If you have a large organization, ask around if anyone has any knowledge about the prospect. There is always a good chance someone might know something you don’t. Topics: Photo by: looking to fill in the gaps of your knowledge. Instead, they look to you to understand their issues with greater clarity. Using your expertise and listening skills, you want your questions to lead them down a path of self-discovery. Originally published Feb 1, 2011 8:00:00 PM, updated October 20 2016 Arrange a meeting with someone who owns the problem in their organization. Get them to commit to a paid trial. Sounds great, but what should I do now? Make sure they do their homework before making a call. Researching information about the potential client before initial contact is essential. Don’t waste time by asking questions you can easily find out before hand. Go along on a sales call and pay attention to how they interact. If they are not asking very many questions and are doing the bulk of the talking, you may have a real problem. Are you having trouble closing deals? How would you rate your sales team’s question asking skills? . The aim of every meeting is to move the sale forward, and the best way to do this is to get a commitment from the prospect to do something on their end that will progress the sale. For example: Get them to bring along their most senior manager to the next meeting, a person who has the final approval. Sales professionals involved in complex sales need a strategy if they want to succeed. They need to understand the customer decision process and be able to Lack of selling skills is not a rare phenomenon among salespeople. We conducted on December 2010 a survey of 544 Sales Directors and General Managers and 22% said that the selling skills of their team were the #1 reason for not reaching their sales targets for the quarter. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Email Marketing Originally published May 12, 2014 11:00:00 AM, updated October 30 2019 Solving for how the reader might act, instead of how you want them to act, can help you improve conversion rates across all your marketing, email included.4) Make it easy to email or forward your message.A lot of people get confused about using email to generate leads. And for good reason. If you’re already sending them marketing emails, they’re already a lead. Nurturing tem via email can only help you create opportunities and customers, right?While email is typically used for nurturing leads into customers, including calls-to-action to email your messages to a friend can help you generate new leads with your email marketing, too. Some people will forward on their own, to be sure, but including specific CTAs within your email to forward can help even more people take action.In the example below, you can see that we made it as easy as possible to send an email to a colleague. It even states what the email preview will look like so you have a complete understanding of what will happen when you click the “Email this to a Colleague” link or button. Also notice that there is a text link and button, appealing to different people who prefer one over the other.5) Include social sharing buttons.Social sharing buttons and links are a quick and easy way to encourage people to share the content of your email. Just as you need to make it as easy as possible to encourage your readers to forward your content to a colleague, you should make it as easy as possible to allow your readers to share content on social media.Using HubSpot’s email tool, you can quickly and easily add social sharing buttons to your emails. Simply insert a link that you want to share on social media, and pick the channels that you want to include on your emails. HubSpot will automatically format it to the different social networks, making it easy for you to promote your content on social media — but also easy for your audience to share this content.6) Optimize your preview text.When you open your inbox, you see a list (a loooong list, usually) of your emails. Along with that list of emails is preview text letting you see part of the email, to give you more details about what it’s about so you can decide whether or not you want to open it.But did you know that that preview text isn’t necessarily the first line of your email? You can actually customize it to make it more action-oriented. Think about the ideal copy (it’s got to be short) you want your audience to see that will encourage them to open the email. Remember, it may not necessarily be the first couple lines of your email; it could actually be something much farther down in the email, maybe a portion that highlights your call-to-action. Treat your preview text as an opportunity to present your readers with another call-to-action — one to open your email in the first place.What other CTAs do you use in your email marketing, beyond the typical primary redemption button? You probably know you should have a big, standout call-to-action (CTA) in every email marketing message you send. But do you know that there’s a lot of different opportunities for CTA placement and type, beyond that same old “Download Now!” button you’re used to?While it may be a bit frightening to include CTAs other than a big, bold redemption button, CTA variety is actually critical for improving your email engagement, which can result in a wider funnel through email marketing and higher net new lead gen.With that in mind Let’s nestle in and get creative, folks. Here are some primary and secondary call-to-action opportunities to consider in your email marketing, all taking different forms that you might not have thought of.1) Include text CTAs.When someone thinks of a CTA, they normally think of a button or graphic that’s used to help people take action. But CTAs don’t have to be visual; they can actually just be text. You can choose whether you want to link that text to something else — or just have it be a statement.For example, if you’re running an email campaign to follow up with a group of people who have done a demo but not purchased your product, you may want to send out a personal email from your sales rep following up with them. (Note: You can send an email campaign like this using HubSpot so your sales reps don’t have to do this individually). A CTA that’s as simple as “Please send me an email at [email protected] and we can set up a time to chat” may be a good way to ask your leads to take that next step in your buyer’s journey. This type of CTA can be a great way to help you qualify your leads. If someone takes that extra step to call you or email you back asking to hear additional information, you can bet your sales team is going to be interested in continuing that conversation. .2) Add CTAs to signatures.Email signatures are often forgotten landscape that can be used for CTAs. That could mean including your Twitter handle within your signature and linking to your Twitter profile, including your company’s phone number, or even promoting registration for an event or webinar that’s coming up. (If you regularly communicate with anyone at HubSpot, for example, you may notice many signatures rocking an INBOUND 2014 registration call-to-action.)When deciding what type of CTA to add to your signature, think about the content of the email and the placement of the CTA. Ideally this secondary CTA will either align with the subject matter of the email (if you’re sending an email about a social media ebook, you offer registration to a social media webinar), or be general enough to be interesting to anyone (like INBOUND registration).3) Link your images to landing pages or blog posts.Here’s something we learned over the past couple years — people love clicking images.With that information, we’ve learned that images can do more for your email marketing than just be a visual cue to the contents of the offer you’re promoting, or draw the eye to where you want your reader to go. They can actually help improve the conversion rates of your email — particularly when the image in your email has a natural tie-in to the offer you’re promoting.For instance, if you’re promoting a checklist in your email message and you include an image of a checklist in that email, it’s natural for readers to think they could click that checklist to redeem the offer. Yes, even if you have a big colorful “Get Your Checklist” button in the email. So link that image to your checklist landing page!You can see an example of this in action in the image below — a linked PowerPoint presentation (that looks like, conveniently, a presentation). And yes, I’ve linked the image in this post, too. Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Twitter Marketing Data On @HubSpot, I found that the clearly stated offers received 18% more clicks and 29.8% more retweets than the tweets with a more ambiguous copy.5) Recycle tweets! [Tweet this takeaway.]Tweets have fairly short lifespans, so don’t feel guilty for reposting a tweet. Chances are, not all of your followers got to see it the first time around, anyway.On @HubSpot, these two tweets are exactly the same, and received almost the same amount of clicks (140 clicks vs. 132 clicks).Free Webinar: Guy Kawasaki’s 10 Tips for Building a Social Media Following http://t.co/4H1M94VFGW pic.twitter.com/pZAtHZuIfe— HubSpot (@HubSpot) July 20, 2014 To actually grow your business with Twitter, it’s not enough to merely tweet for the sake of tweeting — you’ve also got to measure your efforts, and analyze them to see your performance.While the latter may not seem like the fun part, it’s actually where all the magic happens. By figuring out what’s working (and what isn’t), you make more informed strategic decisions — and hopefully work your way to be more successful down the road.This post is all about what that magic can tell you. Below are five takeaways I’ve found from analyzing HubSpot’s Twitter account. Try out some of these strategies on your company’s Twitter account, and run your own analyses to see if they work for you, too.(Tip: If you want establish some benchmarks for your Twitter presence and get some ideas for what types of things to test out, check out Retweet Lab.)My MethodologyEvery month, I export Twitter data on date and time tweeted, tweet copy, link included, and the number of clicks/retweets associated with that tweet into Excel. In Excel, I calculate the average monthly clicks and retweets per tweet to use as a baseline comparison. I then run several filters through the Excel data. With the filter feature, I am able to group tweets by content type or by certain aspects of tweet copy. I compare groupings to each other and to the monthly average.Below are the most important takeaways I’ve found from these analyses.5 Data-Backed Twitter Tips to Try1) Tweet about social media — specifically Twitter. [Tweet this takeaway.]If it makes sense for your account to tweet about social media — do it. People who will be reading these tweets are already interested in social media because they’re using social media to find this information. For @HubSpot, when we tweeted blog posts or offers about Twitter and other social media topics, those tweets received, on average, 22.5% more clicks than the average clicks for a tweet in the month of May.2) Use both “title tweets” and “copy tweets.” [Tweet this takeaway.]”Title tweets” start each word with a capital letter — just like a headline. They are tweets with just the title of a blog post or article and the link to that article. There are no extra words. However, a “copy tweet” presents the article or blog post as a sentence or question.There is the belief that tweeting titles of blog posts or articles is a huge Twitter no-no. As long as your titles don’t put people to sleep, I found this belief to be false. Mixing up title tweets and copy tweets gives your Twitter timeline variety.For @HubSpot, the average number of clicks per tweet with tweet copy was 98 clicks, and the average amount of clicks per tweet with a title was 110 clicks for the month of June. We are 95% certain that the difference between these two numbers is not statistically significant — so be sure to mix up the types of tweets you use on your account.3) Tweeting a statistic is great for reach, but not clicks. [Tweet this takeaway.]People may not click through to the post because they see the statistic as the main point of the article and don’t feel the need to read more. So if you want to get a bigger reach, adjust your tweet copy to present the statistic. If you want to get more clicks, reference the article in general.For @HubSpot, tweets with statistics received 5.4% more retweets than the average for the month of May, but 32.7% less clicks per tweet than the average.4) Be very clear about what you’re offering. [Tweet this takeaway.]As I mentioned in another blog post on the psychology of Twitter engagement, people are extrinsically motivated to click on tweets that offer something of value for them. It is important to make it clear what you are offering. People want to know exactly what they will receive once they click on that link.I ran an experiment comparing offers presented clearly to offers presented a bit more ambiguously.Example of a clear offer:Free Kit: The Marketer’s Crash Course in Visual Content Creation http://t.co/g89AT0Pgcy pic.twitter.com/WY9XMgvaj1— HubSpot (@HubSpot) July 18, 2014Example of an ambiguous offer:Get a sneak peek backstage on how @HubSpot does inbound marketing: http://t.co/QouXCtUXeu pic.twitter.com/9Z6acPm4OL— HubSpot (@HubSpot) July 14, 2014 Free Webinar: Guy Kawasaki’s 10 Tips for Building a Social Media Following http://t.co/krl8oJTH7P pic.twitter.com/mejnFoX9AF— HubSpot (@HubSpot) July 25, 2014So figure out how you can recycle your tweets in a non-spammy way — it could pay off.How do you measure your marketing efforts on Twitter? Do you have any takeaways you would like to add to this list from your analyses? Originally published Aug 6, 2014 6:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
But this psychology paves the way to figuring out why 92% of New Year’s resolutions fail. And it seems to indicate two core reasons:The goals are too big.The stakes aren’t high enough.Why Resolutions Fail: 2 Common Pitfalls1) The Goals Are Too BigNot too long ago, researchers at the University of Pennsylvania discovered the “fresh start effect” — the fact that something saliently new, like a year, age, home, or job comes with an inevitable opportunity to start over again. Unfortunately, as Julie Beck wrote for the Atlantic, “A fresh start is only fresh while you’re anticipating it. Once the New Year begins, it’s no longer special.”As we anticipate these landmarks, they seem like big, remarkable occasions, so we pair them with equally sizable goals. But given that many of the most common resolutions are fairly general — get fit, find love, save money — it can be hard to determine where to start. And when you’re faced with a broad task and an unclear plan for tackling it, you’re — in most cases — setting yourself up for failure. Take the aforementioned example of Cargill’s client — it seems that none of those purchases came with a tangible plan for how each of them would be used to achieve the overarching goal of losing weight. Instead, the client spent a large sum of money on products that were intended to achieve several new behaviors at once.Instead of imitating that behavior, we recommend setting micro goals — and not limiting them to January 1. Ask yourself: “What’s one small change I can make that will help me lose weight?” Adding more veggies to every meal, doing ten sit-ups when you get out of bed, or skipping dessert 1-2 days per week are a few.These minor modifications should be easy to do among the other tasks that come with a new year, like catching up at work after time off for the holidays.Where to Start:Luckily, there are plenty of resources out there to help you start with these small goals. The Google Calendar app (free on iOS and Android) has a “Goals” feature, which you can customize according to what you want to accomplish, and how frequently you can do it — you can start with something as small as once a month, or as often as six times each week. Plus, Google uses what’s already on your calendar to figure out the timeslots you have available for your goals.Here’s how I used it to schedule weekly time for volunteer work:2) The Stakes Aren’t High EnoughSomething happens when you resolve to break a bad habit, Dr. Nicole Lipkin explains on ThinkGrowth.org — you “fight against your natural, human urge to gain over lose.” That’s especially true when your undesired behavior has become deeply ingrained in your day-to-day operation. “Smoking, laziness, boredom, compulsive eating, overspending,” Dr. Lipkin writes, “are all default behaviors based on habitual brain wiring to give you what will make you feel good.”Take smoking, for example. By now, we all know the health risks it poses. But until we’re faced with the immediate repercussions of the bad habit — like in an extreme case, losing one’s trachea — it’s extremely difficult to fight against the urge to gain the pleasure you might receive from indulging in it.But there’s an answer to that conundrum, and it lies in our naturally human aversion to loss — the psychology that explains why it hurts us when we lose money, for example, much more than winning money brings us pleasure. So what if, every time you resolved to quit and failed, you immediately lost money? The immediate risk increases the stakes, playing into our loss aversion psychology.Where to Start:Websites like stickK exist for a reason. It can be used to place financial wagers on your goals with a Commitment Contract — “a binding agreement you sign with yourself to ensure that you follow through with your intentions.” While you aren’t immediately charged, you are required to provide billing information as soon as you make a commitment. That way, if you don’t stick to it, you’re immediately charged the amount that you’ve wagered.I don’t know about you, but I don’t really feel like coughing up $25 every time I back out of a volunteering project — and I’m sure that I’m not alone. Maybe that’s why folks with financial stakes are up to 3x as likely to successfully achieve their goals. As the numbers show, the reward of accomplishing what you’ve set out to do isn’t always enough motivation. Supplementing it with an immediate loss if you don’t stick to your resolutions mitigates the chances of bailing on your resolutions.Ready to Make a Plan?Maybe you’re part of the 38% of people who never make New Year’s resolutions. But with these resources, you might feel a renewed sense of motivation.And maybe that’s because they’ll help you move past the “fresh start effect” that we mentioned, and see that goals can be planned for any time of year. With the right, manageable steps, as well as a healthy balance of risk and reward, the new year doesn’t have to be such a big deal — and it doesn’t have to pose insurmountable obstacles to achieving worthy resolutions.How do you maintain your goals and resolutions? Let us know in the comments. Don’t forget to share this post! Originally published Jan 9, 2017 8:00:00 AM, updated July 28 2017 Ah, late December — I remember it well. It was a time for reflection, sugar, and salt. For many, it was also a time to look ahead to the looming new year, and think about where we could improve. We resolved to do things like lose weight, find love, and save money.But once the new year has come and gone, sadly, only 8% of us successfully accomplished what we set out to do.It wasn’t always like that. There’s actually a very long, compelling history behind how we started making resolutions in the first place, and it looked a lot different at first. And as these resolutions evolved, our motivation to maintain them also shifted, eventually resulting in the aforementioned dismal success rate. Download your free marketing goal-setting template here. So, how did we get here? And why is it just so darn tricky to stick to our resolutions? Let’s step back in time and explore just how this tradition works.A Brief History of New Year’s ResolutionsWhere They BeganAccording to the History Channel, New Year’s resolutions date back roughly 4,000 years, to when the Babylonians — a population living in what was then Mesopotamia — commemorated the new year in March, when the season’s crops were planted. The celebration consisted of a 12-day festival called Akitu, when either a new king was crowned, or loyalty to the existing monarchy was renewed.But it was also a time for the Babylonians to make certain promises — things like settling debts and returning anything that wasn’t theirs to its proper owner. Maintaining these resolutions, they believed, came with karmic retribution, in that kept promises would be rewarded with good fortune in the following year.The Romans are said to be the first to create the concept of January 1 and designate it the first day of the year, beginning around 46 B.C. The name of the month is rooted in Janus, a god of particular importance to the Romans, due to his two-faced nature. It was believed that Janus could use his two faces to both look back on the outgoing year, and forward to the next one. Similar to the Babylonians, Romans made vows of good deeds to Janus before the new year arrived.Where They Are NowEach December, the Marist Institute for Public Opinion measures the most popular resolutions for the coming year. Starting with the top resolutions for 2017, we worked backwards to see how these resolutions have evolved — or not — over the past five years.We’ve certainly seen a shift in resolutions since the Babylonian and ancient Roman era — going from good-doing to mostly self-improvement. However, 2017 is seeing a bit of a shift back in that direction, with more looking to “be a better person” this year.It should be interesting to observe if that new trend influences the typical marketing response to New Year’s resolutions, and what — if any — shift we’ll see from campaigns aligning with “classic” resolutions to ones that attempt a deeper sense of self-improvement.But there’s some intricate psychology between our resolutions and the way brands respond to them. In her book The Psychology of Overeating: Food and the Culture of Consumerism, psychologist Kima Cargill explores how, when it comes to goals like diet and exercise, there’s a human tendency to consume a larger number of things that we believe are a means to an end. Rather than trying to “locate purpose in [our] life,” Dr. Cargill writes, “shopping, spending, and eating are all part of the frenzy of consumption that has overtaken our culture.”Cargill elaborates on one particular client as an example, citing that person’s thousand-dollar spending on a personal trainer, top-of-the-line juicer, high-end fitness attire, and specially branded health food in response to her resolution to lose weight. That client, by the way, ultimately fell into a pattern of abandoning her resolutions and starting them over again. Sound familiar? I know it does to me.That behavior reflects what Cargill believes is an “underlying belief that consumption solves rather than creates problems,” and brands respond in kind. We see an uptick in campaigns from fitness and weight loss brands every January, leading to an uptick in new gym memberships — 67% of which go unused. And with so many people resolving to lose weight year after year, some brands have become extremely skilled at convincing us to use them to meet our goals. Check out this 2015 ad from Virgin Active, which combined two common resolutions — exercising more and finding love.
What Is Brand Awareness?Brand Awareness is the level of familiarity that consumers have with a particular brand — its name, characteristics, logo, and anything else that might be strongly associated with it, as well as its goods and services. It’s especially important during a brand’s earliest days of formation and growth, as it can indicate and predict market share and differentiation from competitors.How to Build Brand Awareness: 8 Examples1) UniqloUniqlo is a Japanese company that ensures it provides casual clothes for all kinds of people.GrowthIdea: Partner with Other BrandsUniqlo sponsors free admission to New York’s Museum of Modern Art every Friday from 4 PM – 8 PM. That gets its name in front of a brand new audience that it may never otherwise have reached before, and generates positive word of mouth from people who get to enjoy the museum compliments of the clothing company.LessonPartnering with another brand will help you inherit its image and reputation, as well as creating brand evangelists outside of your customer base.2) DropboxDropbox is a free service that lets you bring your photos, docs, and videos anywhere and share them easily with others.GrowthIdea: Refer a FriendDropbox made it really easy for users to refer Dropbox to their friends by having sharing options for email, social, as well as a link to share via any other method the user preferred. Users did this to get more space, which Dropbox offered for every referred sign up. This helped Dropbox increase its signups by 60%. LessonConsider how your product can help promote itself. The Dropbox product created a heap of referral signups because people wanted to get more space. What would your users want in return for referrals?3) EvernoteEvernote is a tool for note-taking and collaboration.GrowthIdea: Launch as a Closed BetaEvernote initially launched as a closed beta, which lasted for four months. During this time, people had to sign up and send invitations to their networks in order to actually use the service. This created a lot of buzz around Evernote.By the end of the four months of the closed beta, Evernote had attracted 125,000 sign-ups.LessonExclusivity creates buzz. Plus, mandatory sharing to access a really valuable product will spread the word without costing you a penny.4) BufferBuffer is a social media publishing tool.Growth:Idea: Guest BloggingBy writing 150 guest posts, Buffer grew from zero to 100,000+ users in nine months.It had to start on smaller sites and work its way up to the most popular in its industry — but Buffer got its name everywhere by creating really valuable content, even though it wasn’t on its own site. In the end, content marketing accounted for over 70% of its daily signups.LessonBe everywhere in your niche. Providing valuable content on other sites outside of your own will build an engaged audience. Once they know, like, and trust you, you can then market your product or service to them.5) KISSMetricsKISSMetrics is a web analytics solution that helps increase customer acquisition and retention rates.Growth:Idea: Create InfographicsCreating 47 infographics earned KISSmetrics 2,512,596 visitors, 41,142 backlinks, and 3,741 unique referring domains. The brand credits infographics as one of the main reasons it grew its blog from zero to 350,000 readers a month, in 24 months.“If you can make complex data easy to understand in a visual format, you can get millions of visitors to your website.” – Neil Patel, KISSmetricsLessonExperiment with the right formats for your audience. Infographics worked well for KISSmetrics, but something else may work for your brand.6) QualarooQualaroo is a pop-up survey service used by websites to help improve user experience.GrowthIdea: Conversion OptimizationIn its earlier days, unless a customer upgraded to a paid account, every website built on the Qualaroo platform contained featured text reading, “Powered by Qualaroo [?]”. The question mark was clickable, and lead to a signup page for a free trial of the product.LessonUse your freemium product in clever ways to get your brand name in front of people, and leverage it for marketing real estate.7) YelpYelp is a user review and recommendations site for restaurants, shopping, nightlife, entertainment, and more.Growth:Idea: Make it SocialYelp added a human element to the reviewer experience by building a profile behind each one — which made reviews more trustworthy, and reviewers feel like they were becoming part of a community. Plus, it was an opportunity for them to use Yelp as a reputation-building site. Members could interact with each other by becoming friends, chatting online, or meeting at offline events. Yelp has since accumulated over 142 million reviews.LessonMake your user experience human and personal. Build communities that enable your customers to communicate with each other, allowing them to learn from their experiences and interact over a shared interest.8) UpworthyUpworthy is a website with curated, viral content.Growth:Idea: Test HeadlinesAt Upworthy, the curators need to come up with 25 headlines for every piece of content. They then select their favorite four, and the managing editor selects two, which are rigorously tested. Upworthy saw nine million monthly unique visitors in just nine months.Lesson:Coming up with an attention-grabbing headline for your content can help maximize the reach of your content and your brand.As you can see, there are various ways to grow brand awareness in a timely way. Remember that new trends are always emerging, which is why continuing education for you and your team is critical to success. There are various ways to train your team, including our free Inbound Course and Certification program. Brand Awareness Have you noticed that certain brands seem to have just popped up out of nowhere and become overnight successes?I always wondered how that was possible.Is it just a matter of having one genius idea that no one else ever thought about? Or is it that these hugely successful companies are started by billionaires who have the money and contacts to create something that the rest of us could only dream of?As it turns out, the answer to both of those questions is, “No.” All we really need is a bit of creativity.Download Now: Free Brand Building GuideThe SlideShare below takes a look at some “overnight” success stories, to see what some brands did to scale their growth in such a short amount of time — as well as what we can learn from them. Originally published Nov 15, 2017 7:55:00 AM, updated November 15 2017 Topics: Don’t forget to share this post!