Tag Archives: Branding

Communication, Marketing

Why Blog?

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I get asked this question from many business owners who are contemplating stepping into the social media waters.  How is the investment of time and energy going to turn into more business?

It is important to ask how you can measure a return on the investment because if as a business owner you simply don’t have time to consistently contribute valuable articles to a blog, you will surely need to hire someone to help you.

Here is the answer I give.

First, blogging will not produce an overnight success; it will take time, probably even months of time.

Secondly, you need to have specific goals you want to accomplish.

Thirdly, you should research to see if there are conversations taking place out in social media that pertain to what you do, your skills, your industry, your competition, your passion.  If you find that conversations are taking place, then you must become part of the dialog or you risk being left out.

Blogging enables you to help people who have questions or problems that you can address.  Once you’ve entered the dialog, it is imperative that you are genuine.  Ideally, you become an expert in your readers’ minds and that converts into trust, which as we all know, is the key to making the purchasing decision.

Like any other marketing effort you make, and blogging is just a part of your overall marketing plan, you must measure to see if you are achieving the kinds of results you set out in the beginning.  Tools are available that will give you eyes into what is happening.  Are you getting comments?  Are you having conversations?

Jeff Bulla has conducted an interesting survey on blogging in his article “11 Reasons Why People Blog.” It is very eye opening.

If you have questions or are unsure about whether blogging makes sense for you, drop me a line.

David

The CMO Outsource

Branding

A Timely Referral Can Help Your Brand

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I had reason lately to think about the movie “The Miracle on 34th Street” with the young Natalie Woods.  If you haven’t seen the movie, it is a charming Christmas movie that is a favorite of our family during the holidays.  There is a particular situation that occurs during the movie.  Having been provoked by the self proclaimed Santa Claus, and also because it made brilliant marketing sense, Mr. Macy decides that if there is anything that a Macys’ customer is looking for that Macys doesn’t have, the salesperson is to immediately refer that customer to Gimbles, their most potent competitor.  Well, not to be outdone, Mr. Gimble catches wind of this and promptly gives orders that Gimble customers are to be referred to Macys if they cannot be helped at a Gimbles store.  This back and forth builds as each store tries to “out-nice” the other.

You’re probably asking, oh this is a very nice story David, but what’s the point?

I am a constant observer of what is happening around me, as it relates to how companies market themselves and their brands, and I am usually supplied with plenty of writing material, both positive and negative.

My wife and I were traveling this week and she was in desperate need of a pair of comfortable walking shoes.  We were in a beautiful shopping area in Naperville, Illinois and came upon an Eddie Bauer store.  We were both very familiar with Eddie Bauer and decided to go in.  Once inside we realized there were no shoes anywhere to be found.

An alert young man approached and asked if he could be of assistance.  We explained that we were from out of town and needed shoes.  He explained that this particular Eddie Bauer didn’t sell shoes, but a catalog was available to order them and he offered to help us with that order.

Since it was not feasible to order shoes, we again explained that we needed these shoes right away.  We asked, “Do you know of a shoe store close by?”  His answer was what dumbfounded us both.

In his kindest way he answered, “I am not allowed to tell you.”   It was evident that he was not comfortable with being the messenger of this news.

I am positive he was then looking into two faces with jaws dropped and that speechless, incredulous look of, “okay, well then.”

Needless to say we left immediately.

I have known the Eddie Bauer brand for a number of years and have purchased and been very pleased with the items I have bought, but nothing in that brand experience has prepared me for what we ran across that day, and it has tainted my impression of this store in a very negative way.  In fact, I proceeded to tell a number of other people of our experience that very evening.

You know they say that if a person has a good experience with your brand, they might tell four people but if they have a bad experience they will probably tell ten or more people. Talk about viral marketing!

I have to believe that this policy, clearly articulated by this young man, is the exception rather than the rule. Perhaps the young salesperson was quoting a general policy, not a hard and fast rule that circumstances don’t allow for a modification, for if that is not the case, sell your stock in Eddie Bauer because they will not last.

Have you had any similar experiences you would like to share?

David The CMO Outsource

Branding, Communication, Marketing

Those Blasted Bungled Botched Blogs

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Bad articles thrown in the wastebasket

I’m kind of particular about what I spend my time reading.  There’s just not enough time in the day for reading badly written blogs, yet small businesses trying hard to get some momentum, some attention, frequently turn to putting out blogs that aren’t well written just for the sake of getting more eyeballs.  Not a good strategy since your blog can contribute to your overall brand.

I don’t know the author, but if you have a few extra minutes and want a good example of what not to do, go to “The Hyperlink In Between Written Content for Sites and Branding.” I’m not sure whether they were making a joke to make a point but I’m sure you’ll see what I mean.

Here are some of my thoughts:

  1. Make Sure that Punctuation and Spelling are Correct-This seems obvious but I must admit, I see mistakes all of the time.  It is really about attention to the details.  If you are focused on the details in your blog, then you’re probably focused on the details of serving your customer.  For some great direction and many humorous tips, I recommend Liz Craig’s blog.
  2. Give People Credit Where Credit Is Due -As was once said, “when you steal from one person it is called plagiarism, yet when you steal from many, it’s called research.”  (I can’t remember who to give credit to for this quote)  It is really easy to put links into your blogs that will take readers to your source’s website if they would like to learn more.  It helps their website by having an inbound link and it is the right thing to do.
  3. Be Careful When Using Humor-It is really a cool thing if you have the talent to be funny when you write but you know, it’s not really all that easy.  That’s why comedy writers get paid so much. What seems funny to you may not be to your readers and in fact could alienate them.  If you are a frustrated comedy writer and your blog is your outlet, use humor cautiously and judiciously.
  4. Give your Opinion on Your Subject-If all you’re providing is information, people can go to a zillion places on the Internet to get information.  What people really want to know is what your spin on this subject is.  Why do you have a passion to write about it?  Let people inside your head (I know in my case that’s a scary place to be) so they’ll get to know you and you become a person to them instead of just a company.  This is where you can build trust.
  5. Have Fun and Tell Stories-People will travel far to hear a good story.  Surely you have actual life experiences that can bring a rich texture to your subject and help your readers relate to what you’re saying.  It will gain you many loyal readers.

I’d love to know your thoughts.

David

The CMO Outsource

Branding, Communication, Marketing

Five Steps to an Effective Marketing Plan

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Plan blueprint

I’ll just start this post with some quotes I dug up:

“All you need is the plan, the road map, and the courage to press on to your destination.”

Earl Nightingale (1921-1989) American Radio Announcer, Author & Speaker

“A good plan today is better than a perfect plan tomorrow.”
George S. Patton (1885-1945) American Army General, WWII

“The beginning is the most important part of the work.”

Plato  (BC 427-BC 347) Greek philosopher.

Okay, no more famous dead people quotes but there’s nothing here that any of us don’t already know, it’s just easier said than done.  Many times we just don’t know where to begin, or if we do, we need a guide to help us along the way.  Most important though, it’s better just to get something down in writing.  By writing it down, it memorializes your thoughts and makes commitments to your goals much more definable.

So, where does one begin when putting together an effective marketing plan?

I have outlined below some very general, basic steps to follow to help you get started. Knowing that there are many very smart people out there, I prefer to use the wisdom of two authors, Roman G. Hiebing, Jr. and Scott W. Cooper from their third addition of “The Successful Marketing Plan” for reference.

Step One-Business Review

This first step is probably the most involved and perhaps the most important as this entails building the database that you will use year after year as your benchmark.  Various sources for gathering this data exist, not the least of which are your own sales records and will include analysis of your company, your competitors, your product and the marketplace respective to whom you are trying to target.  It is also important to look at the philosophy of your company, your goals and aspirations, and how you want to make a difference.  Your business plan is a great place to start but you may need to do secondary research from industry reports. Surveys and focus groups are also sometimes involved. From this research you can start to analyze your Problems and Opportunities.  Some people refer to this as the SWOT analysis (stands for Strengths, Weaknesses, Opportunities and Threats).  The more information you can include here, the better.

Step Two-Marketing Objectives and Sales Objectives

No plan works without clearly defined and measurable objectives.  With the thorough understanding of your target market and its demographics and buying patterns, you articulate what it is you want this target market to do.  What action do you want your target market to take?  How will the target market use your product or service and what are their buying cycles and habits?  Once you’ve established what you want them to do (your marketing objectives) you can now quantify how these actions translate into sales and profits.  If you haven’t defined exactly what kind of sales you hope to achieve, it will be difficult to know how the plan is performing.  What kind of sales must you have to make a profit and stay in business?  What kinds of margins are you able to command?  Be as specific as possible.

Step Three-Plan Strategies and Communication Goals

Here you are defining the desired perception of your product or service within your target market relative to your competition.  This is brand positioning and helps you decide how you will communicate with the target, what awareness and attitudes will be necessary to deliver on your defined objectives.  While the marketing objectives above are specific, quantifiable and measurable, the marketing strategies explain how these objectives will be met and will guide the tactical marketing tools you establish later in your plan.

Step Four-Tactical Marketing Mix Tools

It’s not uncommon for many business owners to jump right to this step.  Do you need a new website?  Is email or social media a better way to go?  Should you buy television advertising time or use outdoor billboards?  Will ads in trade magazines build more awareness?  If you have done a good job in the previous steps, this step should almost build itself.  You will have a clearer understanding of what marketing tools to use with the information formulated above.

Step Five-Budgets, Payback Analysis & Calendar

Clearly you must know what the execution of the plan is expected to cost as well as whether your plan’s marketing programs will generate the projected revenues that will exceed expenses.  This is also the step where you establish the calendar of when certain tactical activities will take place.  It is here that you can establish those tactical activities that should bring about a faster result and therefore a quicker return on the investment versus tactical activities where the results are longer term.  This kind of prioritization will determine your calendar.  It is important to stick to this calendar and budget in order to track the plan’s overall effectiveness.

If it seems like the seventy hours per week you are already putting in simply doesn’t allow time for creating this kind of marketing plan, don’t feel alone.  It is where my passion for helping business owners took me and why I offer to help with this important business process.

Feel free to contact me if you have questions or comments.

Next time I’ll talk about your Marketing Plan Execution.

Branding, Communication, Marketing

Article-Based Advertising Can Get Results

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Classical booksEveryone loves the storyteller who captures our minds and tickles our desire to be entertained, to be carried away to a world that only exists in our imaginations.  It’s what makes the classics so accessible and worth reading; their creators were incredible storytellers.  I wrote a recent blog about how to use storytelling in your marketing,  but there is a recent post about a two year consumer preference survey which supports this concept of creating content on the Internet that can help build brand awareness and drive sales if written as an article or in a story-based form versus other methods of online advertising.

Jack Loechner, writing for the Center for Media Research, sites a two year study conducted by the Opinion Research Corporation whose results show that “article-based advertising was preferred by 53% of respondents who said they are ‘very likely’ or ‘somewhat likely’ to read and act upon the material, compared to 51% a year ago.”  And of the age demographic of 25 to 34, there was a 66% favorable reaction.  Even the affluent, those making in excess of $75,000 per year, showed a 60% likelihood of reading and acting upon this kind of content.  These results far outdistanced other methods of Internet advertising like pop-up ads and sponsored search.

In examining closer, we find that this two year study was sponsored by Adfusion, which is a company that writes “advertorials” for their clients that are placed in publications around the country.  These are stories that are made to appear as articles but are really brand promotions.  This could cause us to invalidate these survey results; however I believe that would be a hasty conclusion.

I am not saying that when writing a blog, article, or newsletter, that there should be a blatant self-promotion or an attempt to fool people into believing that they are reading a legitimate article when in reality it is simply brand advertising.

What I am saying is that if you provide value through the telling of a story, and your readers find it interesting, then you will likely see a positive reaction to your brand. This in turn can support the other methods of direct advertising which are a part of your overall media mix and as the survey above shows, can bring measurable results.

What are your thoughts?