2010 March | Express-It

RSS

Archive for March, 2010

I Looked into My Crystal Ball and What did I See–?

31 Mar

I see a shift in the near future!

I Looked into My Crystal Ball and Predict a Paradigm Shift Ahead!

Recently a friend and I were talking about trends. During this discussion, I began to think back to my early career days — in advertising. At that time, I was working in Account Services with the international ad agency BBDO. I attended an agency meeting on trends outlining the coming of what we all well know today as “The Me Generation.”

It almost seems hard to believe that marketing hook has hung around for as long as it has but if it has to do with all about “me,” what’s not to like about that?! Right?

In light of the monumental change we are now experiencing — it truly is a whole new world — in the sense of an abrupt and bumpy flight away from everything that was once familiar, somewhat predictable, and dare I say — so very “me”-centered? A shift is most certainly underway at this moment.

With greater emphasis on New Media, more folks implementing Social Media and Web 2.0 strategies and tools, new avenues are opened to wider networks for connection, collaboration and sharing. There appears to be a whole lot more “sharing” going on, doesn’t it?

Yes — people still have preferences for the tools they use for communication and connecting, but they also enjoy varied choices for receiving the media-rich messages and information from an ever-increasing number of available sources. While those choices and experiences may be uniquely personalized, tailored to individual needs, I believe a shift away from “me-centered positioning” is already beginning to occur.

You may be as surprised as I was to realize this, but remember these changes occur over quite a span of time, even though circumstances may seem to be an overnight wonder, creating the perfect environment for seeding such a change. These undercurrents begin as small ebbs before they begin to flow, eventually leading off to become “mainstream.”

Time will tell. Stay tuned. Let’s remember this conversation… What do you think? How do you think this perspective will affect business? The world? Leave your comments and let’s discuss…

No Comments

Posted in Trend Prediction, marketing

7 Strategies for Organizational Success

29 Mar

While the operational basis of many groups and organizations is laudable, often positive efforts are marred by inherent operational flaws. Goals may be reached, but at the expense of membership, and long-term organizational stability.

Just as groups typically share positive aspects, drawbacks and development opportunities are common. Many are missing the mark by not properly using the resources at hand, and desperately need to refocus the organization, in order to be effective.

Here 7 strategies for successful organizational operations:

Any organization’s greatest strength and resource lies in the membership.
No organization should ”be” solely to “exist.”
An organization exists to serve needs through the unique support it offers.
An organization serves as the central connecting point, providing a structure.
Success of an organization is not measured by fund raising or similar short-term ventures, rather by ongoing operation, expanding in scope, continual healthy member base growth.
Success of an organization is accomplished through harnessing the integral strength of the entity while moving toward the established goal, over time.
The purpose of membership should never be to support the organization, rather than the cause.

Review this list of 7 strategies alongside a group, organization or community you are involved with — how does it measure up?

Organizational “success” lies not in how many more arms can be twisted to sell greater quantities of gift wrap for the fundraiser this year, but how much more support can the entity provide to aid in reaching the common goal?

Realistically, most groups have one or more areas to fine-tune. This is an ongoing process, due group dynamics and not operating in a static environment. To ensure continued good health, an organization should do periodic reviews, evaluating status and areas to address.

Based upon findings and observations, establish a plan of action, and revamp accordingly. Sometimes a refocus of an organization is necessary, in order to be more effective.

This is part 2 of a series on Organizational Success

No Comments

Posted in Organizational Success, planning

Communications Design through the Magic of Fluid Web Typography

22 Mar

For your enjoyment and inspiration in communications design, I’m sharing this fascinating SlideShare presentation by Jason Cranford Teague, originally posted by Dan York on his Disruptive Conversations blog. According to Dan, I understand Jason gave this at SXSW last week in Austin, Texas. South By Southwest (SXSW) Interactive show, is one of the world’s largest assemblages of folks who work in all aspects of the web.

As a true typography connoisseur and longtime production design adviser, I thoroughly enjoyed this presentation! Fear not — you don’t need to be a typography afficionado or geek to benefit from taking it in. For me, the beauty of it is that it clearly illustrates the importance typeface selection has in communicating your message. Enjoy!

Fluid Web Typography – SXSWi 2010

View more presentations from Jason CranfordTeague.

No Comments

Posted in branding, business tools, communication, marketing, media

4 Quick Tips for Selecting the Right Training Program for Professional Development

18 Mar

No Comments

Posted in Professional Growth

Employees Communicate Your Business Message, Too

15 Mar

Give rise to a stroke of genius!

In challenging economic times, small businesses look for more efficient ways to do business. Marketing and business communication must continue to “get the word out,” but often fueled with fewer dollars. Times like these encourage small business owners to pause, reflect and create more inventive ways to accomplish these tasks.

Being nimble-on-the-fly is a hallmark of the entrepreneurial mindset, and a signature modus operandi. Sensibly using or simply reallocating resources and tools to accomplish goals is required. Thinking outside the box gives rise to a stroke of genius, when it comes to innovation.

One overlooked and often misapplied resource by many businesses is their employees. Boosting teamwork and individual confidence through creating an atmosphere of cooperation and trust does much to shore up the integrity of a business. In part, this may be accomplished by providing employees the ability to truly serve as an integral extension, representing the company’s core values.

In reality, often employees are company representatives serving on the frontlines, as the initial contact your customers or clients meet. They are also the first impression of your business. What does it look like to a new client, or a returning customer with a problem they could address? How can you retool or slightly revamp to make it more welcoming to all, and to serve your customer better?

No Comments

Posted in Small Business, business tools, communication

Advice from the Caterpillar: Who are you?

10 Mar

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.

No Comments

Posted in branding, communication, marketing, planning

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

08 Mar

“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…

No Comments

Posted in Marketing & Sales, business tools

Facebook Fan Pages Offer Increased Visibilty as a Marketing Edge

05 Mar

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!

No Comments

Posted in Facebook, branding, business tools

Express-It

Archive for March, 2010

I Looked into My Crystal Ball and What did I See–?

Communications Design through the Magic of Fluid Web Typography

4 Quick Tips for Selecting the Right Training Program for Professional Development

Employees Communicate Your Business Message, Too

Advice from the Caterpillar: Who are you?

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

Pages

Archives

Categories