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10 Signs You Need A New Website

10 Signs You Need a New Website | Jewish Marketing 101 | Henry Isaacs Marketing

In the age of social media pages and profiles, websites can be easily overlooked. I can see the appeal – Facebook is freshly updated every day and quite engaging as you cherish the Likes & Shares; most websites are static all year round and simply there to inform. When designed for modern times, however, new websites remain one of the best tool for capturing, engaging and creating customers. 

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Marketing

Four Marketing #Fails You’re Probably Making Right Now

Four Marketing Fails You're Probably Making Right Now | Jewish Marketing 101 | Henry Isaacs Marketing

Running a small business or non-profit is a tough these days. The dismal economy created a lack of willingness to spend or donate. Etsy & eBay are creating online “local shops” that replace brick & mortar stores. Mobile apps are creating an easy way to shop at big box retailers over local retailers. Kickstarter & Causes are taking dollars away from local non-profits. Even Google & Amazon are testing same-day delivery of merchandise & fresh food. How do these businesses create such innovative services that attract thousands of interested customers? 

It’s all marketing. Creating the perception that their services are better, cheaper & more convenient. The good news is you can do the same thing. If you haven’t re- examined your marketing, you get a big marketing #FAIL, hashtag and all. Chin up, there’s room to improve. Here’s four marketing fails to notice and improve on:

Paying for Art, Not Ads

You may have a graphic designer creating Louvre-worthy ads with the latest fonts & images but if they’re shrugging their shoulders when you ask them “what market, which outlet & how often should I place this ad?” you just wasted money. Create without strategy is simply art. Creative design with strategy & market research is marketing.

Since you’re probably not in the art collecting business, focus on finding a marketing consultant that will research your industry, analyze the SWOT out of you, and creative a marketing strategy that is cohesive, effective and measurable. Whether it’s storefront design, a brand revamp, smarter social media, or ecommerce, marketing experts will design successful strategies. Graphic designers just design graphics.

Not Measuring Response

Oh, look, your ad came out nicely. Yes, it did, thanks, you say. Did it work? Um, well. Ok, stop, that’s a big #fail.  If you’re advertising without measuring ROI, you’re just gambling. This isn’t AC; this is your business. Every ad you place should have a value proposition, consistency, an internal expectation of ROI, and a method for measuring response.

Don’t sit back and expect ads with a “great deal!” to drive traffic. Every dollar you spend on marketing should come back to you with at least a story about what worked or what didn’t work. Consistency is the key to response and ROI measurement. Follow the advice of Glengarry Glen Ross – A.I.D.A (Attention, Interest, Decision, Action). It will take a consistent, reinforced marketing effort for customers to take action. Just like stocks, marketing is an stable investment, not a one-time gamble.

Impersonal vs. Personal Marketing

Magazines, newspapers, paid email lists & websites are all “media middlemen” that let you reach their audience. Key word: their audience. It’s a good option for reaching potential customers impersonally, but is not a substitute for reaching current customers personally. Key words here: impersonal and personal.

Refocus on personal marketing. Best way? Social media. A business page creates conversation, buzz and feedback around you. And build your email list. Sending a weekly email will keep customers noticing you. Don’t just talk about sales when you communicate. Poll people. Chat with them about anything. Share highs and lows with them. Bring your in-store personal experience to them when they’re not actually in your store. Personal marketing should be primary, not secondary.

Fear of Changing The Game

Remember when Apple personalized mobile phones with the App Store? Or how about when Netflix started steaming movies online to the chagrin of Blockbuster? Saw the stories about how a Silicon Valley mobile app called Uber took over the NYC taxi business? Google it.

These brands all changed the way business is done, setting new standards & creating new opportunities. They changed the game entirely. Fast fact: everyone wins when change is created; the customer gets more for less and the business becomes the hero to the customer.

Don’t wait for your sales to go red before scratching your head. ABC. Always Be Changing. If you don’t create change, a competitor will. Run a SWOT analysis every quarter to determine where you stand against competition. Can’t change? Then freshen up your look. Customers will always be attracted to freshness. You never lose looking fresh. The end goal, though, is to match a your fresh image with new offerings as a result of change.


We’ve all been caught off guard before when it came to missing opportunities or failing to see change coming. Refocus your efforts on creating new opportunities, changing the game & communicating your unique value in smarter ways. That’s the start of a marketing #success. Want to get started? We know some guys.

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Design Print

Direct Mail | Does It Work Anymore?

Jewish Direct Mail for Non-Profits

When it comes to sending direct mail to potential donors, attendee’s, and prospects, are you getting the best return on your investment these days? With numerous email, insert, and direct marketing tools targeting the Jewish market, perhaps it pays to take another look at direct mailings for targeting the Jewish market.

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Kosher

What Does Kosher Mean?

What is Kosher | Jewish Marketing 101 | Henry Isaacs Marketing

It’s a timeless question: what does Kosher mean? Some say Kosher is all about blessing the animal, some say it’s about not eating pig, and some say it’s similar to Halal. Based on the recent NYC Halal vs. Kosher wars, that last choice is way off.  For some, Kosher is comparable to eating organic. In fact, 3.5 million people are looking for Kosher products so you need to understand what it means. After you understand it, you can start reaching the Kosher market in better ways.

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Branding Kosher News and Trends

Kosher Halftime Show for Super Bowl XLVIII

Kosher Halftime Show | Henry Isaacs | Jewish Marketing 101

It seems there’s something Kosher for everyone at the Super Bowl. Or shall we say… for the halftime show. If Bruno Mars and Red Hot Chili Peppers aren’t enough to glue your eyes and ears to the screen, the Nachum Segal Network will be hosting a “Kosher Halftime Show”. For those 20 minutes that you aren’t watching the game, Lenny Solomon & friends will be performing Jewish music and creating a “family oriented vibe” during halftime.

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Social

Shul Lists: The Original Jewish Social Media

Shul Lists & Jewish Social Media | Henry Isaacs | New York

The community Shul list – Yahoo Groups entitled TeaneckShuls, FiveTownsShuls & BrooklynShuls – are essentially the Jewish social media versions of Craigslist, Facebook, Etsy, Twitter, and Patch combined into one email. And, as a community resource, guide & bulletin board, it seems to be working very nicely for the Jewish community.

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Advertising Kosher Trends

SodaStream takes their brand to the Super Bowl

SodaStream | Henry Isaacs | New York

SodaStream | Henry Isaacs | New YorkWhat’s more valuable – an ad in the Super Bowl or the teaser ads FOR the ad in the Super Bowl? According to brand management firm Kontera, both are. Especially when it comes with Scarlett Johansson.

One of the biggest campaigns to date for an Israeli company, SodaStream’s campaign has already gotten a 700% boost in brand awareness. Could be the tasty carbonated product or could be the power of Scarlett Johansson. Either way, the Jewish audience has more than one reason to watch the Super Bowl next weekend!

Check out a Behind the Scenes video of the SodaStream commercial here:

 


Henry Isaacs Marketing | Isaac Hyman, Founder

 www.henryisaacs.net | info@henryisaacs.net | 646.833.8604


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Jewish PR 101 Marketing News and Trends

The New Ultra-Orthodox Jewish Faces of Tech & Mobile

The Israel App

The Israel AppWhen most people think of the Israel tech industry, they tend to envision modern, new-age cerebral types from Tel Aviv and Haifa. Which is why media tends to notice when an innovative Ultra-Orthodox Jewish tech startup & mobile app developer like Jew IQ comes along.

Joel Padowitz is one of those Ultra-Orthodox Israeli tech pioneers. Heading a team of Ultra-Orthodox digital & mobile techies through his company, Jew IQ, Joel created The Israel App, a unique GPS-based tour guide & travel companion app for iOS & Android devices. Not only is The Israel App one of the most popular travel apps for Israel tourists – both Jewish and Christian alike – it was created by a group of Jewish entrepreneurs that many consider to have shunned the internet & digital age.

Coming up on two years since the large Ultra-Orthodox Internet-shunning Asifa gathering in Citi Field, the digital & tech field has, ironically, been a draw for many Ultra-Orthodox entrepreneurs. With strong education & well-developed analytical skills, Jewish entrepreneurs are starting to dip into the tech field. Many see tech as one of the last untapped areas and Jew IQ has indeed recognized the industry as wide open for innovation. And innovation that can be used for good.

Here’s a brief bio on the Ultra-Orthodox creators of The Israel App.

Joel Padowitz – CEO

Joel Padowitz is a successful entrepreneur who has been involved adult Jewish education for nearly 20 years, specializing in the interface between traditional Judaism & modernity. In 2004 he founded New York-based investment bank Palladium Capital Advisors, which is one of the top-25 most active placement agents in the USA. In 2009 he founded Jew IQ which develops mobile applications, content, and curricula for Jewish education and travel.. Rabbi Padowitz gives regular classes in Jewish thought law, and previously served as a rabbi in London. He is an award-winning speaker and writer whose articles have been published widely in mainstream Jewish media. He is also the author of Triumph and Tragedy: Journeying through 1000 Years of Jewish Life in Poland. Aside from rabbinic ordination, he received his MBA from Bar Ilan University where he finished first in his class, holds the Chartered Financial Analyst (CFA) designation, and was honored at the White House by President George H.W. Bush for outstanding achievements in science.

Yaakov Lehman – Project Manager

Yaakov Lehman earned a B.A. in Global Studies from the University of California at Santa Barbara where he founded an annual 3,000 person music and arts festival. He went on to earn an M.A. in Global History from the London School of Economics and an M.A. in Global Studies from the University of Vienna, where he specialized in East Asia; Yaakov is proficient in Mandarin Chinese. He is Founder and Director of DAJUS (‘Da Jews’), an organization dedicated to publicizing the Torah values of Diversity Awareness Justice Understanding and Sustainability through creative media. He is the recipient of several prestigious awards including the European Union Erasmus Mundus Scholarship, the Dorot Israel Fellowship, and the Threshold Jewish Educational Entrepreneurship.  He is a certified Tai-Qi teacher, whose classes feature a unique integration of ancient Chinese body movements, Jewish mystical teachings, and group reflection on technology’s impact upon ourselves, our relationships, and our society at large.

Team

Yosef Adest – Media

Yosef Adest is a Tel Aviv-based photographer/video producer entrepreneur, who runs various creative and educational photography projects around the world. You can view more of his work at www.yosefadest.com

Dub Method – Graphics & Branding

Dub Method, a high-end creative agency, specializes in developing brand strategies, and applying them to marketing and communication components across a variety of media.  Their team is comprised of Yoel Bender and Eli Clevs, both American Olim to Israel.  www.dubmethod.com

Concept Creative – Programming

Concept Creative is the Web and Mobile division of  NetSource, an Israeli IT company.  Located in Beit Shemesh, their staff is comprised of 80% Hareidi female programmers.  http://conceptsite.co.il/

Rabbi Ken Spiro – Primary Historian & Guide

Rabbi Ken Spiro, originally from New Rochelle, NY, graduated from Vassar College with a BA in Russian Language and Literature and did graduate studies at the Pushkin Institute in Moscow. He has rabbinic ordination from Aish Jerusalem and a Masters Degree in History from Vermont College of Norwich University. Rabbi Spiro is also a licensed tour guide by the Israel Ministry of Tourism. He has appeared on numerous radio and TV programs such as BBC, National Geographic Channel and The History Channel. He lives near Jerusalem with his wife and five children, where he works as a senior lecturer for Aish Jerusalem.  http://www.kenspiro.com/

 


Henry Isaacs Marketing | Isaac Hyman, Founder

 www.henryisaacs.net | info@henryisaacs.net | 646.833.8604


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Marketing

7 Trends in Jewish Marketing & Communications

2014 TrendsIt’s 2014. And that means it’s time to re-evaluate your marketing & communications plan. Your focused on ensuring your business or non-profit is at the forefront of people’s minds in print, digital & social media channels. So here’s 7 marketing & communication trends relevant to the Jewish community you should be aware for 2014.

7 Trends in Jewish Marketing & Communications

LOCAL & HYPERLOCAL JEWISH MEDIA OPTIONS

With printing costs at all-time lows & growing populations within Orthodox Jewish communities, niche newspapers and penny savers keep popping up in Five Towns, Bergen County, Queens and Brooklyn. Hyperlocal email lists focused on communities and regions, such as eBergen BlastTeaneck Blast & eFiver (Five Towns) are adding a hyperlocal digital & social media option for advertisers as well. The end result is low cost, targeted advertising options (the trade-off is that these media options have questionable circulation & readership numbers). When creating a marketing campaign, enlist the help of an expert media buyer who understand the nuances of each media option & is able to determine what will work for you and what is a drag on your budget. (Learn More About Hyperlocal…)

THE MOBILE JEWISH ENTREPRENEUR

All you need to start a business these days is a business card, mobile device, social media page & a handshake. We’ve always known that the Jewish market was full of entrepreneurial souls but these days, with iPhones & Android devices becoming the office of choice, Jewish entrepreneurs can launch a business in days instead of months. Apps can replace office services, such as faxing, office reception & scanning, and can also conduct business, including mobile banking & credit card processing.

Numerous Jewish startups will rely on image & visibility to sell, which increases their need for marketing, PR & branding. A co-op marketing strategy with an established complementary business – such as a startup interior designer teaming with a real estate management company – is a smart option for 2014. It mimics the trend of digital companies teaming up with brick & mortar stores to gain offline customers. (How To Market Your Startup…)

CONTENT MARKETING IS WHERE IT’S AT.

We’ve all seen articles on BuzzFeed such as “10 Reasons to Celebrate Denver’s Playoff Berth” and “9 Ways to Protect Yourself In The Event Of An Alien Invasion” that may sound ridiculous. In reality, content marketing- or branded content – is highly contagious within social media. Essentially, the goal is to create content that is not only useful but interesting; similar to a business blog but without the formalities. For established businesses & non-profits, content marketing can help make your brand more approachable to the 18-32 year old demographic. Here’s how we used Content Marketing in our favor.

When creating content for the Jewish market, you’ll need to take their location, language, habits, denomination & standards before creating the content otherwise your content will be lost in translation. Relevant content marketing is a delicate balance between what you want to say and what customers want to read.   (See how you can create content marketing…)

MEDIA BUYING = AD + ARTICLE 

You used to have to pitch an article to the press in order to get it published. In these recessionary times, though, all you need to do is be an advertiser. Similar to the trend of content marketing, advertorial options & blurbs have become part of an advertising media buy – with a paid ad, newspapers & websites will throw in a free mention in their briefs or an article in their paper.

Reputable newspapers & websites will limit these articles to certain sections or online only while other media outlets will publish material all the time.  The advantage isn’t just getting free content; it’s about creating content that is worth reading. Jewish media buyers know which publications will provide free content but connect with content creators (see below) that will make your content compelling & optimized for SEO purposes (Start media buying…)

ISRAEL TARGETS AMERICANS

With sales edging higher & e-commerce websites creating more demand, Israeli companies and startups are starting to look towards the American market in more ways than just print advertising. Israel-based companies have started to sponsor events & create “satellite” offices in the U.S. as a way to attract the Jewish customer more often than just Passover or Sukkot vacation. Google Voice and Skype allows Israel entrepreneurs to create video & chat meetings with American customers, selling items from jewelry to travel services to real estate all online. As a result, more Israel companies will be looking to target Americans through more than just media buys in print. They’ll be looking for events, branding & direct sales. (Learn more…)

FROM WRITER TO CONTENT CREATOR

Just like cops moonlight as security guards, writers are using their talents for marketing purposes. As the newspaper industry staggers in the digital age, seasoned writers & editors are using their talents in the copywriting & branded content arena. Blogs, content marketing, advertising & press releases are all areas where an experienced writer comes in handy. Jewish writers in particular have a loyal established following that can come in handy when targeting the Jewish market through content.

SOCIAL MEDIA OUTSOURCING & FOCUSING

The days of merely posting up a Facebook & Twitter page are over. At the same time, joining every single social media service in existence is a huge timesink & dilutes your core network. What worked for the nascent social media audience in 2006 won’t work for a 2014 audience (Facebook turns 10 years old this year, did you know that?). Mobile devices allow customers to get content quickly and on time. News breaks in minutes and goes viral in seconds. Push notifications provide app alerts, breaking news and social media messages. Focusing social media efforts on the strongest ones for your business is the key to a successful social media strategy. Posting consistent and timely messages, video’s and content on your best networks is smarter than having one or two pieces of content on every social network.

However, employees sitting on Vine, Pinterest or GoFundMe all day long could make for highly distracted workers that are out of touch with the end goal, which is sales & marketing.In a 2012 Intuit survey, one third of business owners said they want to spend less time on social media though they know it’s valuable. The 2013 solution has been outsourcing social media; specifically, companies are outsourcing social media design, content creation and analytics. From a cost-benefit analysis, outsourcing quality social media control is a better method than hiring full-time employees or college kids. (Read more about social media…)

BUSINESS IMAGE MAKEOVER FOR 2014

Redesigning your website, brochures & advertising to suit the needs of digital customers that browse with tablets, mobile devices & iOS 7 is the first step towards a successful 2014 marketing campaign. Responsive web design with swipe navigation or one-page navigation has become the best way to reach customers on iPhone’s and iPad’s. Creating interactive brochures and business “storybooks” that resemble a magazine is a hot feature on Flipboard. Focusing on pictures & video for your marketing is more important than a PowerPoint.

Overall, it’s important to ensure your brand’s image & logo looks as relevant for 2014 as it did in 2005. Creating a badge, Favicon and Icon for your company is an important branding technique for being seen in browser windows & in social media; a badge is just as important as a logo! Designing social media components that are consistent with your advertising, brochures & website are often overlooked areas of design. With social media threatening to replace traditional websites, remaking your look for the digital age should be on your marketing budget for 2014. (Learn about a brand makeover…)


Henry Isaacs Marketing | Isaac Hyman, Founder

 www.henryisaacs.net | info@henryisaacs.net | 646.833.8604


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Jewish PR 101 Marketing News and Trends

Wonder Bread: Soft. Delicious. Nutritious. and KOSHER! (but will it catch on?)

Wonder Bread is Kosher

Wonder Bread is KosherEver pass by the bread aisle and have the Wonder Bread logo & colors catch your eye, only to be turned back by the questionable Kosher certification of the Triangle K? You need not put the loaf down anymore.

Wonder Bread has gained OU Kosher certification in the New York market, according to The Jewish Week of New York’s Food & Wine website. Apparently, after Hostess Brands went bankrupt and sold off their reputable brands, such as Twinkies & Dolly Madison (Twinkies recently made a reappearance on store shelves though not with any Kosher certifications), the Wonder Bread went to Flower Foods, which, according to the OU, is a “very old & important OU account” and has a strong line of Kosher-certified products such as Nature’s Own and Home Pride breads. The result is that Jewish mothers & families can now try the bread they’ve desired to try ever since they were kids!

Will Kosher customers respond to the new Wonder Bread option, though? Depends on which Jewish consumers Flower Foods will try to target. In the mainstream New York Jewish marketplace, there are already dozens of Kosher breads available, both national (such as Home Pride) and Jewish start-up brands (such as Mehadrin Bakery) as well as the store generic brands (such as Shoprite & Fairway Market brands), so the marketplace is already well stocked. However, Jewish consumers very much enjoy the novelty of trying new Kosher iconic brands (remember the Kosher consumer’s craze & fall over Subway, the desire for Oreo’s & the long agonizing wait for Skittles?) so there will be a nice surge in sales at the very beginning, especially now that the Jewish holidays are over and school is in full swing for the next two months until Hanukkah.

The Orthodox market has generally opted to stick with brands that are baked by Jewish bakeries because of “pas akum” issues (pas akum, bread baked by non-Jews, could pose some problems according to Jewish law: see the rundown of “Pas Yisrael” laws & products here) but the OU brand is the king of Kosher certifications for the Orthodox Jewish consumer (OU does stand for Orthodox Union after all). With OU certification, Wonder Bread has definitely secured the highest Kosher certification covering all Jewish consumer markets but it remains to be seen if it’s too late in the game to get Kosher families to switch their bread. And, occasionally, even Jewish bakeries slip up in their high Kosher standards (see our article on Zomick’s).

The main marketing & PR goal for Wonder Bread will be trying to get Jewish customers to “give a second look” at Wonder Bread and try it out. Many Jewish shoppers have become used to simply bypassing the red, yellow, and blue bubbles logo on the bread shelf in favor of other brands so getting those same customers to take another look and discover the OU logo is key to getting new Jewish customers (Hebrew National had the same Kosher certification issues although meat products require a much more stringent Kosher certification approach). Apparently, Wonder Bread must taste extremely delicious so keeping customers shouldn’t be a problem…. they just have to get over the habit of not putting it in the basket! The Jewish customer is a loyal one and, having large families, price conscious about their groceries, so a marketing campaign that incorporates a coupon or discount to try out Wonder Bread would be a smart move.

Although it’s a crowded playing field, we definitely welcome Wonder Bread to the Kosher marketplace! May your stay be like Oreo and not like Subway!


Henry Isaacs Marketing | Isaac Hyman, Founder

 www.henryisaacs.net | info@henryisaacs.net | 646.833.8604


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