Do the Super Bowl Ads Work?

Since its inception, baseball has been dubbed America's favorite past time. However, Major League Baseball doesn't even come close to pulling in the kinds of audience numbers that the Super Bowl does every year. Based on the ratings the network, which has the rights to air the game, can charge exorbitant amounts of money for a 30 and 60 second spot. For Super Bowl XLVI, NBC was able to lock down prime positioning for commercials at a whopping $4 million per spot. Keep in mind that those spots sold well before the final two teams were picked for the game.

Do Super Bowl ads really work? If you consider that this year's audience topped 110 million viewers then clearly those advertising dollars were money well spent. A small business might not have that kind of revenue resources to pour into a single commercial. However, were they to create a compelling ad becomes "buzz worthy" a small business could turn into a very big business overnight.

Building a Brand

While it is hard to tie specific sales figures to a particular Super Bowl commercial, it is easy to measure improvements in a company’s brand name. A strong brand name can have consumers searching out those particular products when shopping time rolls around. In other words, no one will rush out to buy a Chevy pickup right after the Super Bowl. But something might have resonated with a potential car buyer that increases the awareness of Chevy. Because of that, when they're ready to hit the auto dealerships they might just give Chevy a look.

Advertisers want to create a positive experience about the products or companies they are producing commercials for. This is how a small business selling a product or service can gain a foothold in a competitive marketplace. One of the most effective ways of doing this is to have a commercial that is so popular that it demands increased viewings.

Going Viral

In 1984, long before social media and viral videos, Apple bought air time for one spot during the Super Bowl for their “1984” Macintosh ad, introducing the first personal computer. The ad ran only once on a major network, but has become one of the most influential commercials of all time. It actually managed to go viral through news program, even before the concept of viral was popularized!

The viral phenomenon has changed the advertising landscape greatly. By now you’ve had enough time to watch, re-watch, share and discuss the best (and worst) ads from last week’s game. Today, buying just one ad spot during the Super Bowl can translate into thousands or even millions of views on social media websites. 

With the advent of sites like YouTube and Facebook Super Bowl ad viewings have greatly increased. More folks will re-watch the Super Bowl commercials and send links to them than ever before. This means that the typical 60 second spot watch by 110 million viewers will have that number increase over time. The more someone watches a commercial the more entrenched that brand name will become. Last year's Super Bowl spot featuring a diminutive Darth Vader trying to use the force to turn on a Volkswagen Jetta was one of the most-watched commercials of all time. That was a big help to Volkswagen.

Sex and Humor Sells

A common theme that runs through many Super Bowl ads are sexy spokesmodels and lots of laughs. This brings up the issue of GoDaddy.com In 2005, Go Daddy.com aired their first Super Bowl spot featuring a sexy model in a revealing tease that encouraged viewers to head over to their website to see the rest of the commercial. This was a brilliant piece of marketing that had the viewers scrambling to get to the Internet! As a result, GoDaddy.com was able to instantly establish its brand name even though a sexy model had nothing to do with the product it was selling. Since then the GoDaddy.com commercial has become an annual favorite that viewers look forward to during the Super Bowl. They went from a small business pulling in 16% of the market share to an online giant now capturing 50% of the market share all based on that first Super Bowl commercial. They are just one of the many examples proving that Super Bowl ads do work.

Memorable Advertising

The great thing about Super Bowl ads is that they can be so creative and memorable that the ads can easily be associated it to the brand. The Budweiser clydesdales. The E-Trade talking babies. The Geico cavemen. Marketers know that when brands are easily associated with their commercials, they’ve made a good ad. But this isn’t always the case.  Sometimes brand association can backfire if the ad content is too good, making the brand become lost in the story line. Conversation may be spurred about the content of the ad, but can fail to create buzz around the brand itself. For instance, can anyone remember what brand the ‘Ferris Beuller’s Day Off’ ad was for? Anyone? Anyone?

There was a time, before the popularity of the internet and social media, when most people would call advertisers crazy for shelling out millions for one ad spot during the Super Bowl. But now that people have the ability to easily re-watch and share their favourite ads, it makes spending such large amounts actually seem worth it in the end for the branding, memorability and buzz that are afforded to the Super Bowl big spenders.

Building a Better Work/Life Balance for the Entrepreneur

“There’s just not enough time in the day.”

How often have you said that very thing to yourself? If you are experiencing feelings of being overworked and out of sorts with the rest of your life you’re certainly not alone. Even though modern technology is supposed to improve our lives, it has also caused our lives to accelerate. You get an email from work and it has to be answered ASAP. You work with a company that has global interests and those emails and texts can come in around the clock. Juggling those demands with the demands of an active family or social live can leave you exhausted at the end of every week. You’ll then approach Monday morning with dread. Keep up this pattern and it could have a serious impact on your health and relationships. If you feel as though you’re spinning too fast, it might be time to build a better work/life balance.

Here are some helpful hints that can allow you to achieve that balance:    

Take Control of Your Schedule

It’s easy for a busy exec to plot out their business day. All the meetings, conference calls and other planning sessions that are entered into the calendar, they must be adhered to. But remember, your downtime should be equally important and should be scheduled accordingly! Mark your calendar for an appointment with friends or family and stick to that just as you would with a business meeting. Recognizing that your free time away from work is as equally important to your 9-5 schedule is half the battle of achieving that perfect work/life balance.

Beware of the Energy Vampires

These are those events or people who can best be described as Energy Vampires. In other words, they suck the very life out of you. Maybe it’s a co-worker who constantly complains or gossips. Maybe it’s doing laundry. Whatever the issue find a way to adjust your life. You don’t have to go to lunch with the “work gossip” every day and you can drop off your laundry for fluff and fold. It all comes back to the issue of making your own down time as valuable as it should be. Don’t waste it.

Prioritize Your To-Do List

Along with our work assignments we also have life assignments. These are all the things we need to do outside of the work week to maintain a standard of living. However, that doesn’t mean you can’t be more practical with your own to-do list. Instead of going to the grocery store every day after work, make one list for one shopping trip that will get you through the week. Guess what? There’s an app for that! If your dry cleaner offers delivery take them up on that offer. Need stamps? Buy them online. Find those ways to cut out the nagging errands.

Chill Out

Above all else, don’t devalue the importance of “me time.” Whether that means taking a half hour bath or carving out time to read a few chapters from the current bestseller some of the best balance can be achieved when you give yourself some time alone. Unless you find a positive way to “recharge” your batteries, you won’t be any good at work or at home!

Tips For Optimizing An Email Marketing Campaign

While it is true that traditional mail advertising circulars are still an effective way to reach a customer base, email marketing can truly take your business global. An affective email marketing campaign can improve your company’s chances of increasing its customer base and bottom line. Most of the email addresses you’ll be using in your marketing campaign could be willing recipients. In other words, these folks have signed up for the information you’ll be sending them. The goal is to optimize that email marketing campaign and insure you’ll be creating a positive experience for those customers. Here’s how you can accomplish that goal:

Reconnect With Existing Leads

While it is important to constantly be on the prowl for new lead generation, it is equally important to stay in positive contact with existing leads. You might have been sending them newsletters or special offers without much feedback. We are quickly developing into a society where everyone gets to share their opinion. Why not invite your leads to share what’s on their mind about your business? Ask them about their own needs in the form of a quick survey. Invite them to check out a new “exclusive” offer and provide their comments. This could also be a way of sorting out who is really a “hot” lead versus a “cold” lead.

Use the Power of the Referral

Positive word of mouth is extremely valuable for any business. You can boost that along by asking your existing customers to refer new business you way. You can entice them with a special offer for every referral they send your way. On some level, this is doubling your email marketing when you can get existing customers to do the work for you!

Share Your Business Story

Everyone has a story. The history of a small business is what gives that company its personality and charm. Sharing the origins of your company’s start-up is an effective way to build up trust and familiarity with your customers. You’re no longer just a “shop around the corner” but instead you’re part of the neighborhood. You’re family. That kind of sharing can generate positive feelings for years to come.

Create a Strong Landing Page Lead Magnet

Just as the title implies, a lead magnet is going to pull new customers to your website with a specific offer or benefit. A lead magnet can be a piece of fresh video content or insightful report used to support your business. It’s all about keeping the content on your landing page fresh. Give your lead something new to view, read or participate in.

Provide a “Sample”

Who doesn’t like to get something for free? Grocery stores recognize this by offering free samples of tasty treats. You can provide the same enticement in the form of a free trial registration or demonstration of your product or service. This is a perfect opportunity to education a new customer base about what your company is offering. Once a new customer has been given a “free sample” they often buy the product for themselves!

Win Bigger Lead Generation and Stronger Branding With Contests

Getting the word out. That’s what every business, big or small, needs to accomplish if they are going to achieve success in a competitive marketplace. Having access to social networking sites and email lists have changed the very nature of business. No longer are companies depending on print ads or traditional media outlets to get the word out about their products. However, just because a business has access to those networking and email tools doesn’t mean they are always being utilized properly.

A typical web surfer has a very limited attention span. That’s why they need to be hooked through added incentives to stay longer on a website and come back again. A fun contest can earn your business bigger lead generation and stronger branding possibilities. A contest also affords the opportunity to optimize your marketing dollars for the maximum return on investment. Consider these benefits for creating contests:

Contests Generate Buzz

Even a local business who offers a special prize package of goods or services can benefit from a contest. The very word “contest” invites customers to take a second look. “What can I win?” and “How do I play?” are the two primary concerns. If a business can provide engaging and simple answers to those questions the chances increase for a wide participation among potential customers. Bottom line: everybody loves to win. Why not tap into that fun for your own business?

Stronger Branding Potential

If you embrace the “getting the word out” philosophy of attracting new customers then a contest can serve that purpose on many levels. You don’t even have to offer a prize that is associated with your business. For instance, a dry cleaner could offer a free iPod in a customer raffle. If that brings in new customers and generates new business then the prize is secondary. You could also offer an essay contest asking why your product makes a difference in someone’s life. This is a perfect way to build up traffic to your site and create a valuable log of positive testimonials and reviews. All of that is going to improve the brand.

Building Big Lead Generation

Sharing an email address is as commonplace as handing out business cards. With a contest you have the potential to gather a huge influx of email and other data that will be in your control. Think of it this way: every person who enters your contest with an email address is a potential new customer that you can later target with advertising. A growing lead list is gold!

Before diving into a contest for your business you should check out all social media rules and regulations as well as any federal or provincial laws regarding these types of activities. As long as you’re working within those guidelines there is no reason why your contest can’t be an ongoing event. Consider the millions of lottery players who happily fill out their tickets every week for a chance at the big prize. Yes, everybody loves to win. Now your business can cash in on that attitude with its own lead generating and brand building marketing tool.  

Tips to reduce your income tax for small businesses

With the tax deadline fast approaching, it’s time to start planning now. To help you get prepared, we’ve provided a few quick tips to reduce your business tax bill. Some of them can be applied immediately and will definitely help reduce the amount of income tax you would have to pay.

1.       Take advantage of your business deductions

All expenses that you incur during business operations can be tax deductible. They can range from parking, postage, or even coffee. As long as you collect your business receipts, you can maximize your deductions when filing your return. 

If you either have a home office or lease a place, there are a few deductions that you can make that can help you reduce your income tax.  For home-based businesses, expenses such as insurance, electricity, phone, Internet are all expenses that can be claimed by you. According to the Canadian Revenue Agency (CRA), any expenses that are incurred while operating your business – be it home or elsewhere, are tax deductible.

   

2.       Use your RRSPs to your full advantage

Using your RRSP is one of the best ways you can reduce your small business income tax. It’s unique in that it’s designed to be used as a long term savings vehicle while reducing your tax rate at the same time. So, if in one year you have a high income, you can determine how much you want to contribute into your RRSP as the more you contribute, the more your income tax is reduced. In a low income year, making an RRSP contribution won’t help so you might as well let the unused contribution carry forward when you need it, so that you can make a larger contribution.

3.       Donate to charitable causes                                                       

When you donate to charities, you receive tax credits from the government. By giving more to any registered charity, you’ll be able to maximize the tax credits resulting in a lower tax income rate. 

4.       Pay your family by splitting your income

By splitting your income, you get to take advantage of the different tax rates especially if your income is high. When your income is high, you’re placed on a higher tax bracket, however, if a portion of your income is transferred to your spouse or your child (if they are in a lower tax bracket), you’d be able to reduce your tax rate on your income. 

So if your child is going to university, by transferring a portion of your income, you would be able helping them with their school expenses while reducing your tax rate at the same time. Likewise, you can also gift your children any appreciable assets such as stocks, bonds or property. Any capital gains that they receive are taxed in the lower tax bracket.

5.       Write off your car expenses

If you use your vehicle for your business, you are allowed to claim any automobile costs such as:

-          Car insurance

-          Gas

-          Parking

-         Car maintenance

You have to be aware of some requirements before you can claim any automobile expenses: 

• You must have an employee agreement between your business and employee that the car is used for work purposes; 

• The government requires you to fill out form T2200, stating this agreement.

These tips will help you lower your tax burden – however, we highly recommend speaking with your accountant about other ways to save on taxes.

The Top 10 Small Business Resources Online

Entrepreneurs can never have too many outlets to get questions answered, industry information and basic tips on all things business-related. That’s why we like to keep our blog up-to-date on information that can benefit you, the small business owner.

But there are tons more great resources out there to find all the information you need from just a click of the mouse. Below is a list of our top 10 favourite blogs and websites dedicated to the small business owner.

Canada Business Network

A Government of Canada blog dedicated to a wide range of business related topics, including insight into government programs, advancements, and events.

Young Entrepreneur

YE provides open forum for entrepreneurs, mentors and investors alike to ask questions, network, and create discussion while getting regular tips and information on the YE blog.

Canadian Federation of Independent Business

CFIB provides business owners support by lobbying on behalf of members on issues that affect Canadian business. Their website has a wealth of regularly updated information on current political issues and legislation as well as general information and tips to help your business grow.

Canadian Entrepreneur

Written by Rick Spence, a leading consultant on entrepreneurship and business growth in Canada, the Canadian Entrepreneur blog not only gives business owners great tips and ideas but also provides interesting anecdotes that make for a great read. He’s a regular contributor on the National Post blog as well.

How’s Business?

Staples is well known as the place to go for anything office related in Canada, but they also have a great business insights! The Staples blog has posts on a wide range of topics to appeal to business owners at any stage. The blog includes great recommendations on resources as well as highlighting successful Canadian entrepreneurs.

Small Business: Canada

Susan Ward’s “Small Business: Canada” section on the About.com website is a gold mine of information on any topic you can think of regarding Canadian business. Her posts are well written and easy to read, making even the most confusing concepts clear and understandable.

Small Business Trends

Though this is an American blog, there are many good tidbits of information on Small Business Trends that can apply to any business.  

The Daily Dose

Entrepreneur.com’s “The Daily Dose” provides excellent coverage of the latest information on all business related matters. It’s a great read to keep on top of current news and trends that may affect your business.

The Frugal Entrepreneur

Everybody wants to save a buck – especially small business owners! The Frugal Entrepreneur is dedicated to helping small business owners and entrepreneurs do just that. With cool tips and tricks to help you maximize your business on a minimized budget, this blog is a great read with great tips.

Canada One

Not only does CanadaOne.com provide business and event listing services, it also has a wealth of information for business owners. Get expert advice, business guides and book reviews all in one place and all dedicated to helping your business grow.

Do you have a go-to blog or website for small business information? Let us know in the comments!

 

SEO tips for your small business

As Google has changed how people access and consume information, so must small businesses if they want to compete effectively. The goal of Search Engine Optimization (SEO) is to drive traffic to your website and therefore increase sales.  It has become such an important of marketing that you can’t really ignore it and expect to be successful in business.  

Here are some tips that can help your site get better optimized so that you can increase your sales. 

·         Picking the right keywords: One of the most important components of SEO is selecting the right keywords as optimizing for the wrong keyword will be leaving money on the table. You want to make sure that you pick keywords that have high traffic but are not competitive. Pick the keywords that people might type in the search engine, usually they would be two to four words.

·         Use short and keyword- targeted titles: Make sure that your title tag is descriptive and reflects the keywords and content of the particular page. Your title shouldn’t be too long, up to 10 words, and should also include your business name or website.

·         Detailed meta description tags: While ‘Meta Keyword’ tags are a topic of debate in the SEO world, what has remained is the frequent use of something called a “Meta Description” tag. This tag should contain an overview of what the visitor will experience on your specific page. This tag should be no longer than a couple of sentences. Omitting the “Meta Description” tag will result in the search engine quoting unintended parts of the page in the search engine results page.

·         Use search engine friendly URLs and domains:  When you purchase a domain, make sure that you purchase a domain with keywords that your clients will type in the search engine. By matching the domain name to the search phrase, you have a higher probability of gaining more visibility.

·         Content freshness & age:  The reason search engines exist is to provide you with great information. If your site doesn’t have fresh content on a frequent basis, they will bypass you in favour of a site that does have recent and relevant content.  When you publish unique and interesting content on a regular basis, you get noticed by the search engines, who will place you

·         Obtaining backlinks: The more links you get from other high rank websites, the better it affects your SEO ranking. A way to get backlinks is to provide great content and have people share it. The only reason people will want to link with you is because you have something great to offer. Don’t just link only to the homepage, but also make sure that you can get links to other pages on your website if they are relevant.

 ·       Social media content and sharing: Recently, Google has changed some parts of its algorithm, called the Panda Update. One change that was supposed to help in search rankings was how many times people share a webpage or website through social media. Now, to get people to share, you must provide great content to be shared.  Also, have your customers post reviews on major sites like Yelp, Zagat, Facebook and link back to your website. 

What Google’s Acquisition of Zagat Means for Your Small Business

For months, Google has been telling everyone that local is going to be huge. With that in mind, Google purchased Zagat (a local restaurant review and group deals site) in September 2011. The acquisition helps Google provide some trusted review content and deals for their search users in their local region. By integrating Zagat content into Google search results, they offer a better experience for users, including a great offline presence that they can build off of. But, what does this acquisition mean for your business?

Local marketing is the new space

One thing that Google has noticed is that consumers are looking for search results that are related to their region. So, instead of providing general search results that are not relevant, it’s providing more results related to the city you live in (for example: “electricians in Toronto”). 

This has created a need for small businesses to optimize their website for local searches, targeting prospects for specific keywords related to their expertise and location. With the Google Panda update, search results have become more accurate, where businesses can target their prospects more accurately making SEO extremely important.   

Local reviews have become key to building credibility

Zagat offers small businesses the opportunity to build their credibility through customer reviews. Simply put, the more reviews a business obtains, the higher in the search results that it ranks, resulting in higher visibility.  

With more importance being put in a customer review, small businesses must account for integrating reviews as part of their online search strategy. So what should businesses do to take advantage of the newer local marketing trend? They can do the following:

·         Integrate Google Places page as part of their marketing strategy:  Make sure that you’re listed in Google Places, and are optimized with the proper keywords. 

·         Create a customer review strategy: With the mix of social media and search, businesses must now be hyper-aware of customer reviews in all spots from social media sites to directories. Your strategy must include how to deal with negative reviews.

Is mobile the new battleground?

The acquisition of Zagat has provided a Google a way to provide much deeper results for their Google Places, making them more competitive and providing a better user experience for both business clients and users.  

Most importantly, it has allowed Google to provide a great value for mobile search users through its Android apps and integrate Zagat / Google Places results into Google Map results. The best place for these results would be in mobile search. After all, when you search for a restaurant, don’t you always Google it on your phone before making a choice?

How content can help with Social Media ROI

Social media marketing is maturing quickly – it used to be that you measured the effectiveness of a campaign through the number of followers that you signed up. Now, social media metrics have become complex and there is an expectation that every campaign must have a clear ROI. And like any marketing campaign, success is determined by how much it affects sales revenue.

As with any online marketing campaign, one of the most important components in driving ROI is the amount of high quality content that you create for your target audience. By mixing content with social media, you have the perfect recipe for building brand and be recognized as a thought leader.

 Why content marketing can work with social media

With more choices in accessing media and related content, your target audience are more selective on what content they consume and how they view it. They are seeking out information, and asking their friends for referrals. They are also less trusting of information coming directly from the brands themselves. 

With this in mind, more and more companies are creating content as part of their inbound marketing strategy to attract the attention of their clients, avoiding the use of interruption marketing and advertising. By putting content as central to their marketing strategy, they are creating a funnel that pulls prospects in.

Content is more effective online when you add social media and online marketing. You get a powerful combination which:

·         Can be used to provide content for all your social media channels and drive interaction.

·         Can be used for the soft sell – grabbing the readers’ attention without using a sales pitch because what you provide is relevant and meets their information needs.

·         Allows for closed-loop tracking, where you can draw people into your website from social media channels and determine whether your ROI has improved. A good way to lure your customers is through great content that they want to view.

As you are well aware, social media sites and networks have access to an incredible amount of data on the type of content and interests that people like to share with their friends – in real-time. With about billions of pieces of content being shared on Facebook and Twitter, it’s no wonder that search engines are starting to take notice.  Google has started tracking, in their Panda update, the amount of shares that people do for a particular web page or content.

 They’ve also added Twitter feeds and Google+ feeds in search results.  Metrics such as retweets, shares, likes and others are being tracked in determining whether a piece of content is quality or not worth sharing.  As people are expecting more from Google, Bing and Yahoo to provide quality results, these search engines are taking advantage of the real-time data from social media to provide relevant results.

The end result? Marketing managers and business owners have to create content that their customers will love and share.

Overview of the Canada Not-For-Profit Corporations Act

Recently, a new law called the Canada Not-For-Profit Corporations Act ("CNPCA") came into effect aimed at eliminating unnecessary regulation and providing flexibility to the not-for-profit sector. The new legislation modernizes the corporate governance of not-for-profit corporations by promoting accountability, transparency and efficiency.

The Act in its entirety is lengthy and detailed so not-for-profits will have up to 3 years to transition into compliance. Below is a list of some of the Act’s more important provisions that may affect you and your not-for-profit.

Incorporation:

The process of incorporation has become more streamlined under the new Act making it faster and more efficient. Instead of submitting the letters patent and by-laws for review, incorporations now occur “as of right” upon submission of the signed articles of incorporation.

By-laws:

Before the Act was implemented Industry Canada required incorporating not-for-profits to prepare and submit by-laws governing corporate matters to be reviewed and approved at the time of incorporation.  Under the new legislation it is no longer necessary to draft and submit by-laws with the application for articles of incorporation. The new Act requires by-laws that deal with member issues only. 

Members:

Members’ rights are enhanced under the new Act. The new rights include: the right to submit a notice of proposal to request said proposal to be discussed during a members meeting; the right to request a meeting at any time; the right for non-voting members to vote separately from voting members on matters that impact membership rights; and the right to access corporate records to monitor board compliance.

Directors:

A director’s liability and standard of care are protected by the “due diligence” defence as understood in the common law duty of acting in honest and good faith. In this legislation specific liabilities are given to directors concerning payment and distribution to members, debt obligations, and wages payable to employees. However, directors who meet the standard of care are protected from liabilities through the “due diligence” defence under the new Act.

Financial Accountability:

The Act divides not-for-profit corporations into soliciting and non-soliciting corporations, which are subject to different regulations depending on which category your not-for-profit falls under. Your gross revenues are also dependent upon the rules and requirements for reporting under the new legislation.  

To facilitate the change, Industry Canada will not charge initial filing fees related to transitioning from the CCA to the NFP Act. To view the Act in its entirety, please click here.