Becky Cortino Marketing-Media Maven: Branding+Design+Communication

Mar

Advice from the Caterpillar: Who are you?

Who are you?

Recently, my family and I enjoyed Tim Burton’s 2010 version of Lewis Carroll’s “Alice in Wonderland” starring Johnny Depp. In my mind, this fantastical movie served up some great creative fodder. It left me not only realizing how “Alice” I am in reality, but filled me full of still-deeper thoughts and allusions related to communications and combating business-as-usual.

When Alice and the caterpillar first met, he sleepily asked her, “Who are you?”

“Alice replied, rather shyly, “I—I hardly know, sir, just at present—at least I know who I was when I got up this morning, but I think I must have changed several times since then.”

To me, this statement represented ”business-as-usual.” Over my many years as an adviser, I have frequently observed this practice in action. It’s well-recognized that business owners wear many hats, constantly switching them throughout the day. Sometimes “serial entrepreneurs” are known to switch channels every 6 or 9 months, heading off to what they perceive to be greener pastures. Other business folk use their simplistic business models to turn on a dime — but often cutting corners a bit too sharply, making changes that aren’t a “fit,” albeit the latest marketplace trend.

It all comes back to the original question — “Who are you?” Or – ”who” is your business? A succinctly-elegant elevator pitch is not going skyrocket your business if this foundational element is not defined and fused into the core being of the operation. It is integral and serves as the basis from which all actions flow.

Until this positioning statement is fully defined and embraced, work effort, time and money spent will be wasted over the long-run. A short-term success or surprisingly big sale may occur to encourage, but it is a fleeting moment.

The marketplace is dynamic and ever-changing, but the focus of the overall effort must remain steadfast. To remain viable, is with a clear definition of “who” you are, or “who” your business is — what do you offer? Some may refer to this as a ‘Unique Selling Proposition (USP),’ but I see the USP as something to build upon this core definition. This definition is taking just a small, initial step in devising a positioning statement describing the core element of the business and what it offers.

Are you interested in amping-up your communications or fine-tuning your efforts? If so, contact me any time, via the Contact Form located on this website.

Category: branding, communication, marketing, planning Tags: branding tips, strategy Leave a Comment

Mar

Sell More Better: Through Permission Marketing and Non-Manipulative Selling

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“Permission marketing,” is a term attributed to Seth Godin, firmly established in his book by that name. This expression most often applies in reference to marketing and email marketing. In actuality, I believe it applies to all promotion and marketing aspects. When appropriately incorporated, results are measurable with successful campaigns.

As a longtime marketing and sales professional, early in my career I was fortunate to be impacted by Phil Wexler’s live presentation on “Non-Manipulative Selling.” Anyone who has ever sold anything – or maybe even bought something — knows you cannot force a sale. I believe any and all results, promotions, marketing and sales are based upon the relationship between the marketer and their contact, prospect, customer or client.

If the marketer, sales professional or company is tuned into the customer and their needs, relational bridges are more easily built. Most companies realize long-term relationships are best, providing greater possibility of repeat business and coveted referrals. Where did so many go wrong in trying to “make a sale” to have to come back to this place?

Email marketing is a prime contemporary example, especially considering the unsolicited commercial email or “SPAM” as a technological advance (please pardon the irresistable double entendre). Marketers engaging in this tactic discovered thousands of new contacts could be purchased for a low-cost investment, and various sales messages could easily be “pushed” to them.

Not only is SPAM a form of ”interruptive marketing,” employing an Old School-type tactic similar to the “shot gun approach” and buying bulk mailing lists, it can create a lot of ill will in today’s marketplace.

Email Marketing is said to be very much alive. Judging from my inbox, I have to agree. However, the application of it has changed with new insight and perspective in effective communication focusing on the target audience.

Based on current marketing philosophy, folks are not anxious to receive “advertising” messages companies want to push to them. This should come as no surprise! Folks will give their name and email address to receive information from an entity if they see value in it. Sometimes a sales message may accompany that information, and it seems acceptable. However, capturing email addresses for one purpose and using them for another is not.

Still, this tactic is used, as businesses ask for customer email addresses for one purpose – a service (ie, appointment confirmation), turning around and using the same list to promote a series of special sales events. A better approach is to establish more than one list or subset a list of clients, customers or prospects who want to receive the promotional information. It may take some time to establish a relationship with the initial contact list, but better to build a bridge before rushing them off to market too soon.

Is it time to fine-tune or more fully develop your company’s email marketing communications program? Enduring customer relations can be forged through an effectively-designed email campaign with newsletters, specially-targeted messages and marketing tools like auto-responders with a reliable, solid software/service provider. Click this link to see my recommendation…

Category: Marketing & Sales, business tools Tags: communication tools, Permission Marketing, sales technique Leave a Comment

Mar

Facebook Fan Pages Offer Increased Visibilty as a Marketing Edge

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Becky Cortino Facebook Fan Page

Recently, a friend and I were discussing Facebook Groups and Fan Pages functionality and use. Both are great tools to connect, communicate and build visibility. Each has distinct features, but choosing the right vehicle for the intended purpose is critical.

Here are some comparisons and my thoughts regarding increasing visibility with Facebook Fan Pages:

Basic Premise:

Facebook Groups allow members to share and collaborate on the group topic or idea. Permissions may be set to allow the Group to be open to everyone, closed or secret, like an offline club.

Facebook Pages allow customers or fans of a brand, company or public figure to engage in conversation, provide feedback and share information in a customizable way. Unlike Facebook Groups, no administrators or officers appear on the Page, giving a more ‘corporate’ look than the club-like image of Groups.

Contact and Visibility:

Staying in contact and increasing visibility are two concerns of either entity. Stories are published in member and fans’ news feeds. Depending upon the time they are sent out or posted, they may be missed. Sometimes Facebook “Notifications” aren’t operating efficiently, causing a Group posting to be missed.

Mass messaging is available only for Groups with under 5,000 members. Fan Page updates are sent to fans, but no inbox messages are permitted. This is one aspect I believe would strengthen the Fan Page, because it allows greater connection. Page stream posts can be targeted by country and language through Fan Pages, but I think the ability to directly message would be more useful.

Google Indexing and SEO:

Both Groups and Fan Pages are indexed by Google, but content in Page updates is indexed by Google, increasing visibility and the possibity of connecting with customers or potential clients. Pages using the Static FBML application have increased Search Engine Optimization.

Fan Pages are Customizable:

Fan Pages have the ability to create a more personalized environment with applications such as surveys, forums, special offers, videos and other interactive features that engage fans. I believe this is another key difference with Pages, that if used properly, has the ability to offer a marketing edge.

Fan Pages Invite Engagement and Sharing with Others:

Interaction is further invited by commenting, “Liking” a post, other media or post sharing features. Through the “Share” button feature, information or an item may be carried outside the Fan Page border, further increasing visibility. By the nature of the Fan Page content, this may be an often-used feature.

Additional promotional tools for Fan Pages include ‘badge’-like widgets and vanity URLs.

Promoting Events:

Facebook Groups are the most effective way to promote Events by sending invitations to group members. There is no way to do this with Fan Pages, other than a regularly-posted item or Status Update. Special promotions or events tabs may be created and used on Fan Pages, which draw attention on the page itself. Purchasing a Facebook ad may support the promotion or event, with increased reach.

Fan Pages Provide Insight through Engagement Metrics:

Fan Pages provide more information to administrators, through engagement metrics through “Page Insights” with demographic information and interaction details.

The Bottomline — choosing the right vehicle for the intended purpose is critical:

Facebook groups are an excellent way to network, share ideas and create awareness on a smaller scale. The Fan Page provides a more personal environment to engage with supporters, fans, and customers in a customized format.

What do you think about Facebook Groups and Fan Pages?

What has your experience with them been? Do you have a favorite Fan Page? What do you like most about it — or is it the brand?

Please share your thoughts, comments and fav Facebook Fan Page links by leaving a comment!

Not long ago, I established my Facebook Fan Page, to share resources, articles and notes on communications, branding and media… Are you a fan? Hope you’ll join me on Facebook!

Category: Facebook, branding, business tools Tags: branding tips, communication tools, Social Media Marketing Leave a Comment

Mar

Integrity is the Essential Element for Brand Durability

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How are you building your house?

In marketing today, much attention is given to the concept of “authenticity.” It is an important aspect especially in Social Media marketing. As a means of message consistency, it is often seen spilling over into all facets of branding and communications. It is indisputably a buzz word.

While I recognize the importance of “authenticity” as a component in identity development, I believe “integrity” is where the greatest emphasis should be placed for powerful, solid branding and effective communication.

Integrity is a wholehearted steadfast commitment to central, core values and beliefs that a reasonable person recognizes as important, laudable, and true. It serves as a connecting point, because it can be related to and clearly understood. Because it serves as the basis of a solid foundation for all actions, it is the essential element for creating brand durability. By definition, it is a state of being complete, undivided, unbroken, fully integrated, and sound.

This is important in the marketplace, as people seek connections with entities and others who imbue a sense of stability, strength, tenacity, while offering a perceived value in the relationship of trust and expectation. Perception has much to do with integrity, but deep-seated commitment and dedication to purpose is accurately reflected, established over time. Consistently exhibited values, principles, methods, expectations and results become the foundation.

Integrity is illustrated through adopted business models, and may be observed through self-generated or invited:

Endorsements
Testimonials
Obligations
Commitments
Openness to explore and discuss the ideas presented by others
Ability to receive feedback and criticism

In these economic times, I believe the concept of “integrity” should be revisited, and reviewed in light of clarifying identity, intended purpose as a first-step in the branding process, prior to developing an action plan of pursuit. I view intgrity as the foundation for success and brand durability. What do you think?

For current real-life case studies on integrity and brand durability, watch:

Toyota

Tiger Woods

Category: Durable Branding, personal branding Tags: branding tips, platform building, Social Media Marketing Leave a Comment

Feb

IHOP Has Customers Flipping for Free Shortstacks

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In what has now become an annual celebration for good cause, IHOP (International House of Pancakes) serves up complimentary Short Stacks of their signature Buttermilk Pancakes to guests on National Pancake Day, as part of a fundraising effort to support children’s hospitals through the Children’s Miracle Network, or other local charities.

This fundraising event was established by IHOP in 2006, and has raised more than $3.25 million to support local charities. The company set this year’s cumulative goal of raising $5 million in five years — and handily met that goal. The date was scheduled a week later this year on February 23, rather than the traditional date of Shrove Tuesday, extending the fundraising effort window to benefit the Children’s Miracle Network.

Case studies are always interesting. IHOP’s National Pancake Day is a prime example of a special event embraced company-wide, comprised of all of the “right” elements — and it works! A visit to the IHOP website to read the company’s “Vision and Values” shows they are plugged into the aspect of social responsibility. The company goes yet another step further with a year-long promotion recognizing outstanding citizens locally with “Stacks for Good Acts,” keeping the buzz going long after National Pancake Day! Very cool, indeed.

Everyone knows effective promotion is a key ingredient for event success, but not everyone knows how to put together an efficient communications plan. The strategy is to get the word out on multiple channels, reaching the broadest possible audience, especially for a fundraising campaign like this. Social Media is proven to be one of the channels that is very effective in quickly spreading the word.

On Monday and Tuesday of this week, IHOP was a top trending topic on Twitter, according to an article by Douglas Quenqua, on ClickZ. Interestingly enough, the article points out IHOP does not have a presence on Twitter.

Apparently many tweeps were tweeting away, sharing about the event, based on Twitter Trending statistics. This leads to the natural question of why IHOP doesn’t have a Twitter presence? Many companies are establishing Twitter accounts to interact with customers and the world at large.

Twitter is one of many Social Media tools available to communicate. It is a tool in an arsenal of promotional tools to communicate. Not all Social Media tools must be used by all entities or people to be effective communicators. Their selection and use must be strategic and based upon a plan that uniquely meets the company’s goals.

Based on this event’s success, it seems the company has a solid strategy in place that works for them. IHOP is on Facebook and YouTube. Their website offers a social media “sharing” buttons. An exceptional “reminder” feature to receive a “Celebrity ‘Wake-up Call” for IHOP’s ”National Pancake Day” by the celeb of choice (selected from a list of celebrities), to call participant’s home, office or cell with a personal reminder message. The media also make sharing easy, helping to carry the message.

Based on the bottomline results (goal met), Twitter trending, and the fact that we’re still talking about this, I believe IHOP’s National Pancake Day benefit for the Children’s Miracle Network and local charities proves Social Media presence through widespread promotion is powerful, with community support. The power of Social Media was harnessed, resulting in effective promotion based on an efficient plan. It’s plain to see that IHOP is putting their money where our mouth is. Everyone wins!

As a customer, I would rather see them doing what they do best — flipping my pancakes and slinging my hashbrowns — and leave the Tweeting to me.

How about you or your company — do you have a communication strategy in place? Do you have a website and a plan, but wonder if it could be tweaked to be more effective? I offer consulting services including website reviews and social media strategies for more effective communication. I have been serving up my services as a communications professional to for many years.

Are you interested in amping-up your communications or fine-tuning your efforts? If so, contact me any time, via the Contact Form located on this website.

Category: Social Media, Special Events Tags: communication tools, Social Media Marketing, special promotions, successful promotion Leave a Comment

Feb

Facebook is a Powerful Platform for Special Promotions

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Reporting more than 400 million active users, with more than 35 million users updating their status daily, Facebook offers a powerful platform for special promotions. But as with any great promotional opportunity, related restrictions apply.

In December, Facebook rolled out a revised set of “Facebook Promotions Guidelines.” The following are a few basic, key elements to keep in mind as you craft an enticing special promotion… which includes all facets – publicizing and administering a promotion, as a:

contest
competition
sweepstakes

…including but not limited to the prize awarded by a chance drawing or designation as “winner,” based on the entrant or participant’s exemplified skill or superior proficiency level, judged within publicized framework of specific criteria.

By publicizing or in any way administering a special promotion on the Facebook platform, all hosting entities must agree with and adhere to the prevailing, current ”Facebook Promotions Guidelines,” including:

Communicating special promotion details through paid Facebook advertising, status updates, and related Facebook Page information — in doing so, indicates you are offering a special promotion.
Administering any aspect of a special promotion on the Facebook platform, such as receiving entries or submissions, judging and notifying winners, using the Facebook platform in any way to do these tasks.

With the current economic situation, special promotions are an excellent way to co-promote with other businesses, for mutual benefit. In addition to increasing your reach through the actual promotion, if done correctly additional bang for the buck is often easily available through media promotion surrounding it, by building it into a true “event.” This is a tried-and-true low-cost strategy for high-dollar visibility.

The new guidelines look fairly straightforward, but I recommend reviewing them thoroughly, before setting up a new promotional event, in case there are additional revisions — which may be ongoing.

As Tourist Development Manager for Tampa-Hillsborough County, I developed promotions with airlines, hotels, restaurants and major attractions like Busch Gardens (owned then by Anheuser-Busch), promoting them domestically. Tying in various aspects of a special promotion with selected joint venture partners can be a challenge, but if properly crafted, it is a great promotional tool!

Here’s a great article with useful tips to help you put together a successful special promotion, by Sara Inés Calderón 6 Tips for Running Promotions within Facebook’s Guidelines

Category: Social Media, business tools, communication, marketing Tags: Facebook, special promotions Leave a Comment

Feb

Adding Value Through Your Communication and Connection

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Adding “value” to those around you comes in many forms. It may be delivered in your actions, shared thoughts or words, possibly through accomplished tasks. The intrinsic value comes by way of what is shared, as well as method of delivery. It may or may not be your thought or words, but nonetheless offered up by your actions on one channel or another.

Recently I was in conversation with some friends on this topic. The discussion was sparked by a recent article in Social Media Today about “Tweet Lifting,” and those folks employing this technique to communicate — whatever the rationale may be.

I referenced the Social Media Today article about “Tweet Lifting” on the Twitter microblogging platform, using the 140-characters Short Messaging System (SMS). Some say with only 140-characters available, there often is not enough space to disclose source or document origination.

Space is tight on Twitter, no doubt about that! To increase users’ ability to share useful information, URL shortening services rose to the challenge. The article gives a great example of how content can be shared through Twitter, crediting the source, adding to it for relevancy, if desired.

Regardless of how information is shared, attribution of sources is important. On Facebook, I like using the “@whomever” (my word) feature. When I share a post or onshare an item of interest, I prefer to let the person know I am crediting them, and making it available on my channel to my network. In this way, I am furthering their idea or words by passing it onward, adding value to my contacts and networking with the originator — simultaneously!

My long-held philosophy regarding the essence of networking is NOT: showing how smart, pretty, rich or better than everyone you are… it IS: showing an interest in things and people around you, issues, ideas, innovations – and sharing them, with the intent of adding value to your network – thereby building your network. I believe that is the connecting point for a network, and the value provided.

For those who habitually or stylistically don’t credit or in some way attribute sources, eventually material providers get weary and wary. This is a great way to get blacklisted. While there seems to be a never-ending flow of new people into the marketplace of ideas, this technique is not good for the errant user’s reputation, and a huge waste of time to be constantly on the mend or reinventing a new persona to pass oneself off as, in order to reinvade an established market.

Apparently attribution of sources and “lifting” of even entire blog posts and articles is a concern many have. I have heard privately from others who have documented this. As a professional writer for many years, I have been aware of this reality. With the free-flow of information and ideas today, I don’t think anyone is surprised. In fact, it’s been fairly well acknowledged by most.

As a long-time writer and an author, I view source documentation as an instrument of support for a concept or presentation, since of course I already know I’m not smart enough to know everything, nor could be a resident expert on all things. It also offers stability upon which a great new idea may rest, which helps to persuade. Used properly, it can be a powerful foundation for communication. It is not a sign of weakness or an indicator of a lack of intelligence. It is a connecting point and a valuable cornerstone to all communication.

Category: Social Media, business tools, personal branding, writing Tags: authenticity, platform building, social media platforms Leave a Comment

Jan

4 Keys to Stay on Track and Realize Your 2010 Business Goals

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Top 3 Goals

As a fresh New Year stretches out before us, ’tis that season when great plans are enthusiastically made, often with seemingly boundless optimism and energy. If you’re like me, you already have an ever-expanding list of things you want to accomplish this year!

Effective planning will help you stay on track and realize your 2010 business goals. Here are 4 keys to help you in the process:

Identify your top 3 goals — but wait! There’s more… don’t stop there. In fact, don’t even lay out a detailed action plan, schedule dates, and be off and running just yet. Take each of your top goals and break them down into manageable parts, as components.
Select the part associated with each goal that will begin to move you in the direction to attaining it. This means you are not setting out to devour the entire elephant this month, but you will get a good start in the process, by taking specific steps.
Set up a calendar to lay out a systematic plan. By working your way through a strategic series of steps, you will reach your goal. Because you can see progress and enjoy the accomplishment along the way, it is easier to work the system incrementally.
Evaluate and track your progress weekly. Schedule this review in your calendar. Accountability is a great motivator. Enlist a business partner, colleague, friend or spouse to encourage you in your efforts.

Business goals and dreams may be “super-sized” in scope, but to stay on track, while improving the business bottom line, “bite-sized” portions simply dished out on a continual basis are far more effective and satisfying. Working into a frenzy, ever-hungering for some sign of progress then throwing in the towel, often results with unmet goals and incomplete projects.

Expect challenges and difficulties with related changes and new directions. It’s easy to forget this is normal, no matter how committed you are to the task at hand. Once you’re on a roll and realize the sweet taste of success with each incremental step along the way to reaching your top 3 goals, it will be easier to stay on track and realize them.

What are your top 3 business goals this year? In my next post, I’m going to reveal what exciting new directions I plan to take. Look forward to seeing this New Year unfold — and hearing what your plans are!

Category: business tools, planning Tags: goals, howto, planning, strategy, success Leave a Comment

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