1-2-3 Elementary keys to direct mail success

 http://youtu.be/Wh1Pry1yUjI   (Len Barry, Hullabaloo, go-go boots, The Pony....  The 60s were fun times.)

Success with direct mail is really as easy as 1, 2, 3.  Whether surface mail or -mail, it's a great way to get response from a defined audience.  Just watch these three things:

1.    THE LIST

Of course, you want your message to reach the RIGHT people. So having a good list is critical.  If you’re purchasing a list, ask to test a small number of names before investing in the full thing.

You can expect 1-3% wrong addresses.   Keep track of the number of bad addresses.  You may be able to get money back from your list provider if you get more than 3%.

2.    YOUR CREATIVE

Think of all the stuff that collects in your inbox.  A mailer needs to break through that clutter.   Entice the recipient to open and read it. 

So have some fun. Maybe take a risk.  Different creative approaches can be tested to find what works best.

3.    THE OFFER

Direct mail is all about response.  So offer something attractive to spur it – a trinket, rebate, coupon, or informational pamphlet.  Be creative.  You can test offers, too, to find the one that works best..

THINK! The importance of planning

The Queen of Soul said it well.  THINK!

I happen to think that thinking before you act is critically important.  That's why I advocate developing a marketing plan.  But how about you?

Does the idea of developing an annual plan for your activities make you wince? Recoil in horror? Break out in hives? If so, you're probably laboring under some serious misconceptions.

MYTH: Planning takes too much time.

REALITY: Taking time up front to establish objectives, define your audience and messages, and determine preliminary budgets saves you time later. Your programs will be on-target and yield better results. Plus, setting objectives means you have something to measure results against so you can improve programs over time.

MYTH: Planning is expensive.

REALITY: Planning can make your programs more cost effective. As you plan the year you can create a projected budget. This allows you to pre-determine how much money to allocate to each activity. If you're comparing results to objectives, you can direct funding toward programs that work best.

MYTH: Plans are rigid.  We'll be locked in.

REALITY: Good plans are living documents that evolve based on market conditions, product development timetables, you name it. While planning requires discipline, plan implementation requires an equal measure of flexibility.

 http://youtu.be/hsL9UL9qbv8

Respect the customer. 7 tips to make sure your marketing does just that.

http://youtu.be/6FOUqQt3Kg0

 R-E-S-P-E-C-T   You know what can happen if your marketing messages don't respect your customers.  Think DOOM and DISASTER.  Think New Coke!  Here are things you can do to avoid these bad outcomes.

1. Do your homework.  Study your customers.  Find out what that they like.  What they do.  What they want and need.  What's important to them.  
2. Apply what you learn.   After you've gathered the information, analyze it and find where you can meet a need...solve a problem.  Make that your core message.
3. Be interesting.  You need to grab attention. It's hard to bore someone into buying.  Maybe humor will do the trick.  An intriguing visual and headline.  An eye-catching presentation.
4. Be engaging.  The very best marketing doesn't sound like marketing.  It sounds like one person talking to another.  A conversation.
5. Tell the truth.  Folks are very good at sniffing out untruths.  And they're suspicious of hype.  Why risk ruining your reputation with even a small fabrication?
6. Be persuasive but not pushy.  You have a good story to tell, so tell it.  But if you get too aggressive, you may get pushed back.
7. Invite feedback.   Check with your customers to see how you're doing.  What you learn can inform future marketing and make your programs better.

 After all, showing respect is key.

http://youtu.be/h7ZGevA4T5E  (Check out the back-up singers!)

Don't you forget about me

http://youtu.be/Y_9sB92dJzM

Who remembers these 80s classics -- the movie, The Breakfast Club and the song, Don't You Forget About Me? 

When you're running a business, if you want success, you don't want to be forgotten. It’s not just about what you know OR even who you know, but WHO KNOWS YOU.

Selling starts with awareness because prospects need to know about a product before they’ll buy.  But awareness is so basic many business people overlook it. Sadly, lack of awareness (being forgotten) will stymie business growth every time.

How do you create awareness? You need to be visible. These tools can help you:

• WEB/SOCIAL  Electronic channels are quickly becoming essential.  You'll need to figure out which ones your audience uses and how.  Then develop a plan for how you'll use the vehicles to reach the right folks with the right messages.
• ADVERTISING: Often the most effective and cost-efficient way to create awareness if you have a broad audience that can be reached through publications, broadcast or other avenues.
• PUBLIC RELATIONS: Product releases, features and case histories can get the word out about your product. This can be a slow way to build awareness, but the cost is less than advertising.
• DIRECT MAIL/EMAIL:  A good list is essential – whether you’re sending your message email or surface mail.
• TRADE SHOWS/EVENTS: This is like retail. Attendees come to learn about new products, to “kick the tires”,  and they may want to be entertained as well. This is your chance to add some flash and sizzle to your presence. Make it fun, but make it meaningful, too.

A combination of all the above can be very effective. Just be sure to repeat, Repeat, REPEAT your message over time so it sinks in.  Don't be forgotten!


http://youtu.be/Y_9sB92dJzM

Girls just wanna have fun

I've been doing Voice of the Customer research on my own while working as a food demonstrator at a large grocery chain. 100% of the time, the selling points provided by the manufacturer are dull, dull, dull. Where's the fun?! What people respond to is FUN.  An upbeat attitude and a playful manner trumps zero transfats, low sodium, and all natural ingredients every time.

"You can't BORE someone into buying your product." So I'm told by a wise friend. Memorable consumer ads have a funny or dramatic hook to get you involved.

But what about the serious world of B2B marketing communications? Aren't we just presenting facts? 

Certainly facts are important, but ONLY in terms of what's relevant to your buyer. To be relevant you need to understand how users benefit from using your product or service. If you aren't sure, ask! A little research can go a long way toward building your company's sales success. 

Once your message is relevant, it's time to develop a personality. People buy from other people, right? Since they're your company's public face, marketing communications pieces need to present a consistent, likeable personality. 

Injecting humor can do this. It might be light-hearted visuals or tongue-in-cheek headlines. Either way humor requires that you relax and take a fresh look at what you're selling. It can be tricky but pay off big-time.  Done right, an attitude of fun creates a strong bond with prospects.

Here's a little 80s fun to inspire you:

      http://youtu.be/PIb6AZdTr-A

      http://youtu.be/HId2jQBEbYY   (live in Paris)

Love that Cyndi!

Grow your own.

Creativity. It’s a talent that’s little understood. Sometimes undervalued.Sometimes considered rare.

I believe we can all be creative. After all, nature is infinitely creative.

Hope these quotes inspire you to encourage the creativity in yourself and those around you.

Abraham Maslow:
The key question isn't "What fosters creativity?" But it is why in God's name isn't everyone creative? Where was the human potential lost? How was it crippled? I think therefore a good question might be not why do people create? But why do people not create or innovate? We have got to abandon that sense of amazement in the face of creativity, as if it were a miracle if anybody created anything.

Erich Fromm:
Conditions for creativity are: to be puzzled; to concentrate; to accept conflict and tension; to be born every day; to feel a sense of self.

John W. Gardner:
When Alexander the Great visited Diogenes and asked whether he could do anything for the famed teacher, Diogenes replied, "Only stand out of my light." Perhaps some day we shall know how to heighten creativity. Until then, one of the best things we can do for creative men and women is to stand out of their light.

Linus Pauling:
The best way to have a good idea is to have lots of ideas.

R. I. Fitzhenry:
Uncertainty and mystery are energies of life. Don't let them scare you unduly, for they keep boredom at bay and spark creativity.

Rosabeth Moss Kanter:
Creativity is a lot like looking at the world through a kaleidoscope. You look at a set of elements, the same ones everyone else sees, but then reassemble those floating bits and pieces into an enticing new possibility.

Tina Turner:

Sometimes you've got to let everything go - purge yourself. If you are unhappy with anything . . . whatever is bringing you down, get rid of it. Because you'll find that when you're free, your true creativity, your true self comes out.

Claire Cunningham:
Be courageous. Be creative.

Dōmo arigatō, Mr. Roboto

One of my blogposts has gotten over 800 page views. Over 800!


I know this doesn’t seem like much in the world of big-time bloggers who get hundreds of thousands of page views. But for little old me who started with about 10 page views per post, this is HUGE! That’s either a 800% increase or 8000%. I’m too happy to do math. I think I’ve gone viral.


But now I’m experiencing the dilemma marketing folks in many companies feel about social media. What did I do that attracted these people? (Was it the catchy headline? Something in the content? Was it the guest post I wrote for another blog?) Who are these readers? Are they the people I want to reach? Will they come back? What can I do to make them come back? And is this worth the effort?


AARRGGHH! Success can be stressful.


Upon reflection what I keep coming back to is gratitude. So…Thank you, readers, for your attention and time. I hope you found something of value. Thank you, Geoffrey Cooling, for inviting me to expound in your great blog, Just Stuff, (http://geoffreycooling.blogspot.com/). Thank you, LinkedIn and Twitter for being my forum. Thank you, universe.


Thanks. Gracias. Danke. Merci. Obrigado. Grazie.

Part Deux: Something completely different...

I've been blogging about marketing and communications for a long time. So I'm going off script to share my four rules for living.

Ready? Here they are.

 

Show up.
Pay attention.
Think before you act.
Act before you think too much.

Simple enough, huh? Yeah, until you try to live them!

 

Remember, the first two were about being PRESENT.  Here are the last two.
 

THINK BEFORE YOU ACT.

Do you ever feel like you just need to DO SOMETHING? Be careful. That urge may be a form of avoidance. Is there something important you’re ducking or putting off?   Lack of thinking can also lead to the READY-FIRE-AIM syndrome.  That's when you do something and then say "Oh, shucks.  That missed the mark.  There goes a bunch of money."
 

Rather than pulling the trigger too soon, consider your objectives. Are you trying to increase your share in a market? Build sales? Will your action take you further along the path to your goals or will it lead you in another direction?
 

ACT BEFORE YOU THINK TOO MUCH.

Sometimes we get stuck. We’re so afraid of taking a wrong step we don’t move at all. Analysis paralysis. Inaction leaves us in limbo – an uncomfortable and stressful place.

Thinking before you act is good. Thinking too much is not good. Where’s the line between enough and too much? Good question.  If you find you're stuck, try taking a small step and watch the results.  Taking initiative by taking action can break you out of that stuck place.

And now for something completely different...

Marketing...schmarketing.  I've been blogging about marketing and communications for a long time.  So I'm going off script to share my four rules for living. Ready?  Here they are.

1. Show up.
2. Pay attention.
3. Think before you act.
4. Act before you think too much.

Simple enough, huh?  Yeah, until you try to live them!

Here's what they mean to me -- two at a time.

1. SHOW UP

To really show up, you have to bring your whole self to whatever you do.   Bring your A game, as they say.  You've heard the saying, "Live in the present moment"?  Well, this means the same thing to me.

We value multi-tasking right now.  In fact, I've lost count of the job postings I've seen that list multi-tasking as a required skill.  But there’s a down-side because multi-taskers miss things. While checking email and sending a text you may miss a chance to connect with a co-worker or client.

For one day try doing things in sequence rather than at the same time. You may find you actually get more done in less time because you’re focused.  Or not.   It's worth trying. anyway.

2. PAY ATTENTION

Paying attention goes with showing up.  If you’re doing several things at once, something’s going to suffer. People sense when your attention's divided and may think you don't care.  (Think of how you feel at a store where the clerk is talking on the phone rather than helping you.)

It comes down to choices. You can’t pay attention to everything all the time. Decide what's most important at the moment. That's where your attention belongs.


Enough said.  On to the final two next week.

Say it again, Sam

Animals learn through repetition, right? If you want a dog or a horse to learn something you work with him over…and over…and over.  Did you know it's the same with people?  Repetition is a key element in successful marketing.

Think about big-time jingles, brand icons, and ad messages (McDonald’s “I’m lovin’ it”; Nike’s “Just do it”; The Geico Gecko). These words and images stick with us for one big reason – REPETITION. You’ve heard and seen them again…and again…and again.

If you want people to absorb your message, repeat it. And I don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in.

Wonder why it takes such an effort to make an impact? Consider these facts.

· We’re inundated with messages – from public bathroom doors to computer screens. You have to break through the clutter. Repetition combined with an intriguing presentation increases your odds of being noticed.
· Folks buy when they’re ready. You need to be visible consistently to capture their attention when the time is right.  For them.
· We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.

If this advice sounds familiar, it's because I'm repeating a point I believe is critically important.  Yes, I take my own advice.

3 Marketing Secrets!

Don’t you hate ads that scream about supposed secrets to success that can be yours for $9.95, $19.95, $99.95 or whatever? Well, here are some really useful “secrets” for you –  no price tag attached.

Ever wonder how other organizations keep their momentum going? Smart marketing and communications programs are critical. Here are three key marketing strategies you can put to work.

 
VISIBILITY 
This is where selling starts. After all, it’s hard for someone to buy from you if they don’t know you exist.    To find the tactics that will get you the visibility you need and fit your budget, ask yourself these questions.

• Who’s your audience? 
• Where/how can you get your name in front of them? 
• What can you afford? 
• What return (response, KPIs) are you looking for?

  

CONSISTENCY
Brand and brand management -- what do these words really mean? If you’re a company like Target, it can mean complex product naming schemes and identity standards.  For many other organizations it boils down to consistency. Determine your message, look and tone and then stick with it. Consistency can boost cost efficiency, plus it’s easier to make an impression if you look and sound the same over time.


REPETITION
Forget everything you’ve heard about the evils of redundancy. In marketing, persistence pays.  Human beings learn through repetition. Plus, only a few things, like Christmas décor and snow removal, have predictable buying seasons. Most of the time, we don’t know when someone’s going to buy. Since people often don’t pay attention to messages until they’re relevant, YOUR message needs to be out there over and over and…
.

Persistence Pays

One of the most common marketing problems I run into is this:

Organizations drop programs before they have a chance to work. 

An ad or two will run. One mailer gets sent. Response is underwhelming, so the plug gets pulled. And the organization goes off saying something like “We tried that, and it didn’t work."

AARGH!!

TRUE STORY:

An organization started a new ad series. Response the first month was lackluster. (Okay, it was bad!) The next two months weren’t much better; but we stuck with it and response started to pick up in the fourth month.

What was going on? Two things: repetition and timing.

• REPETITION: The audience needed to be exposed to the message several times before it sunk in.
• TIMING: For most products and services you don't know when someone will be ready to buy, so you need to be out there consistently.

Current wisdom is that it can take up to nine (yes, 9!) repetitions of a message for your audience to “get it.” Of course, you need to be reaching the right audience with a message that means something to them.

It’s a lot to think about, but help is out there. If you don’t have marketing expertise in your organization, hire a marketing communications specialist to help you. Even if you have a marketing department, an outside perspective can be invaluable.

My advice?  

Be persistent! Stick with it! Take a long-term perspective! Don’t give up!

Ya Gotta Be Seen to Sell

“To know, know, know you is to love, love, love you” go the lyrics of an old song.

There’s no such guarantee in business, but there’s one truth you can count on:   If prospects don’t know about your product or service, it’s hard to sell anything.

The opportunity to sell begins with awareness – being known. How do you build awareness? By being visible.

TRUE STORY:
A company introduced a revolutionary air filtration system but initial interest was nil. Then feature articles, magazine ads, a product-specific web site and demonstrations at trade shows got the word out about the new product.  

The result?  More inquiries about the product... and more sales.

The moral?  Ya gotta be seen to sell.

There are plenty of ways to get visible, like:

• Advertising (print, broadcast, web)
• Publicity (releases, articles, interviews)
• Mailings (surface mail, email)
• Events (trade shows, expos, seminars, open houses) 

The best mix depends on your audience, message, and budget.

Remember what your mother told you -- Why Repetition Works

What message from Mom (or Dad) sticks with you? Is it “Always wear clean underwear”? How about “If you can’t say something nice, don’t say anything at all”? Or “Clean your plate.”?  These bits of advice stick with us for one big reason – REPETITION. You and I heard these messages again…and again…and again.

That’s the marketing communications lesson for the day. If you want your audience to absorb your message, repeat it. And I don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in.

Wondering why it takes such an effort to make an impact? Consider these facts.

• Your target audience is inundated with messages. It takes an effort to break through the clutter. Repetition and an intriguing presentation increases your odds of being noticed.
• Prospects buy when they’re ready. You need to be out there consistently to capture the prospect’s attention when he or she’s in the purchasing mood.
• We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.

So repeat, repeat, repeat your core message. But you don’t have to use the same vehicle over and over. The most successful marketing communications programs use a variety of techniques to deliver a message: social media, online presence, publicity, direct mail, advertising, events, literature and more.

Mixing it up lets prospects get the same message in a variety of forms. And it can make repetition more affordable.

Tell Them About It

Lately I've been going on and on about branding.  WHY?  Because promoting a consistent brand image and message can be a shortcut into the mind of the buyer.  Translation:  good branding can boost sales.

But branding doesn't work if you keep it a secret.  Remember PROMOTION?  Promotion is about telling the world -- or rather the corner that cares -- about your product.

So if you hear stuff like this:

• “We told them about it, but they didn’t come.”
• “We advertised, but got no good leads.”
• “We tried that once, and it didn’t work.”

Yell "FOR SHAME!  FOR SHAME!" (Or something stronger.)  Where ever this stuff is coming from, there are big problems to watch out for.  Consider these thoughts:

1. First, ya gotta follow basic communications practices. Foremost among these is repetition. Tell your audience and then repeat, repeat, repeat your message for it to get through. Once is definitely not enough!

It’s not that anyone’s stupid or slow. People have a lot going on in their lives so you have to work hard to get through. It can take up to 9(!) repetitions for a message to sink in.

2. You can boost the effectiveness of repetition by using lots of different ways to deliver your message. Think about how you can send it out. Social media, public relations, mailings, advertising, newsletters, trade shows and websites might work.  The more, the merrier.   Do as much as you can afford.

3. If you’re doing the above and STILL not getting a response, you may need to take a step or two back to make sure your message is meaningful to the audience. Some marketing campaigns produce disappointing results because they promote what the company wants to say not what the audience wants to hear.

'Course if you did the brand POSITIONING legwork up front, this won't be a problem.

Branding Basics: Time To Flaunt What You've Got

You've been reading my posts and following my advice - right? So by now you've developed a kick-ass brand identity. You've:

1) Discovered your unique message, promise, POSITION -- a benefit that's powerfully meaningful to your prospective customers
2) Developed a PLAN for getting out the word
3) Determined what you need to do to PROTECT your brand identity

Now you're ready to tackle the fourth P -- PROMOTION. This is where you tell the world what you have to offer. This is when you build awareness of your brand. This is where you flaunt what you've got!

Ever heard the expression, “It’s not what you know, but who you know”?  When it comes to business development, It’s not what you know OR who you know, but WHO KNOWS YOU.

True Story: A company introduced a product but didn’t budget for promotion. A few months down the road the CEO frowned and asked, “Why isn’t the new widget selling?” We started a program of publicity, advertising and trade show support, and sales happened.

Moral: Selling starts with awareness.

 
Awareness is so basic many business people minimize its importance. But lack of awareness will stymie business growth every time.  How do you create awareness? You need to be visible. These tools can help you:

1) ADVERTISING: Often the most effective and cost-efficient way to create awareness IF you have a broad audience that can be reached through internet/mobile venues, publications, broadcast or other media.

2) MARKETING PUBLIC RELATIONS: Product releases, features and application case histories can get the word out about your product. This is often a SLOOOOOW way to build awareness, but the cost is less than advertising.

3) DIRECT MAIL: Works best with narrow, well-defined audiences. A good list is essential – whether you’re sending your message email or surface mail.

4) TRADE SHOWS/EVENTS:  Attendees come to learn about new stuff and “kick the tires.” They may want to be entertained as well.  Make it fun, but make it meaningful, too.

5) SOCIAL MEDIA MARKETING:  If your audience is online, learn where they are and what they're interested in.  Then you'll need a strategy and plan for each venue.  (For example,  Facebook requires a different approach than Twitter.)  Using social media can be time-consuming but can really pay off if that's where your audience is.

A combination of these tools can be very effective. Be sure to repeat, Repeat, REPEAT your message over time so it sinks in

Branding Basics: Protecting what's yours

A couple of posts ago I broke down the brand management process into 4 Ps:
  

1) Positioning - identify your unique benefit.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Easy, huh?  Maybe not.  I got inundated by how-to questions after that post, so now I'm explaining myself -- point by point.   We're on to #3 Protection.  This is where you marketers get to throw your weight around -- show you're in charge.

Have you heard of the term "logo cop"?  That's part of the Protection piece.  There are lots of ways your logo gets used, and many people in charge of the projects in which that logo appears.  Your plan can anticipate many of them, but new things will come up.  So it goes.

It helps to have a manual that spells out logo usage standards and that's disseminated to all departments.  But I've found these rules all too easy to ignore. What works well is a 3-pronged approach of 1) building relationships throughout your company, 2) gaining a reputation as an easy-to-work-with problem-solver, and 3) being aware of emerging projects that might include a logo.  Then you can control logo use earlier in the process and be viewed as a help, not a hindrance.

Ensuring consistent logo use is tough, but even tougher is safeguarding your brand's image.  First, review your Positioning to define your image.  Then look at your plan.  Where are you promoting your brand?  Your brand's "voice" may shift a bit among mediums due to different demands, but the message should stay the same.  Try to keep the same tone, too.  For example, a buttoned-up engineering firm probably shouldn't sound flippant on Twitter.

Another Protection concern is what others say about your brand.  Start by setting up alerts for your company's name and watch these for good and bad comments.  News travels fast on social networks so respond quickly and non-defensively.  Give humble thanks for praise.  Acknowledge missteps, fix them, and report on the fixes.  Politely refute misinformation with facts.

Branding basics: Plan the work; work the plan

A couple of posts ago I broke down the brand management process into 4 Ps:
  

1) Positioning - identify your unique benefit.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Easy, huh?  Well, not according to the mini-firestorm of comments I got.  "What do you mean by positioning?' "How do I figure out a plan?" "What do I need to do to protect my brand?"  "And how do I promote it?"  All excellent questions.  I'm glad you asked.

Let's think about planning.

Most business people know about strategic planning, but did you know you can plan your brand strategy, too  Planning means thinking before you act – usually a good thing.

A plan is a road map. A thorough brand identity plan will include:

1) OBJECTIVES:
Think about your business and marketing objectives. How can your brand identity help achieve them? Brand identity can create rapport, build credibility, and create or enhance an image.

2) AUDIENCE
Describe your best prospects in broad terms. Think demographics and psycho-graphics for consumers or industries and job functions for business-to-business.

3) PROGRAMS
These are all the places and ways you are "seen" by your audience. In some of these, visual identity is key.  For others it may be more about tone.  For still others it will be a combination.  Depending on objectives, audience and budget, your mix could include:

Business stationery
Document formats
Forms
Publicity
Advertising
Presentations
Mailings
Trade show displays
Social media presence
Signage
Literature
Premium items
And more

You need a thorough list.  Then set priorities and a timetable for instituting your brand identity in each.

Branding Basics: Position=Promise=Message

A couple of posts ago I broke down the brand management process into 4 Ps:
  

1) Positioning - identify your unique benefit.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Easy, huh?  Well, not according to the mini-firestorm of comments I got.  "What do you mean by positioning?' "How do I figure out a plan?" "What do I need to do to protect my brand?"  "And how do I promote it?"  All excellent questions.  I'm glad you asked.

Let's take these Ps individually, starting with Positioning.  First, remember this simple equation:

      Position = Promise = Central Message = Key Benefit = USP (Unique Selling Proposition)

This idea goes by many names, but they all get down to the same thing -- what sets you apart?  What makes you different from and better than the competition in a way that's meaningful to prospective customers?

How do you find your message?  Here's what I suggest:

1.  Talk to buyers about why they buy, what they like and don't like.
2.  Talk to prospects and ask what they're looking for.  Do they buy your competition's products?  Ask them why they buy what they buy, and what they like/don't like.
3.  Talk to all parts of your sales channel and get their perspectives on what sets you apart.
4.  Review competitive literature, web content, ads and so on to see what they're promising.
5.  Read industry literature to learn about important trends.
6.  Contemplate all this input, your view of company strengths, and come up with alternatives.

You're looking for one short sentence like:  XYZ Company delivers accounting software that saves its customers time.  Or, John Smith is an accountant who understands the human side of business.

Now it's time to drag out the five tests.  Is this message meaningful?  Is is memorable?(Probably not in this form.  Memorability is a topic to be covered on its own.)  Is it supportable?  Sustainable? Easy to understand?  Does your message pass these tests?  If yes, you've got a winner, and it's on to PLANNING!

Branding in social media

Social media is a HUGE topic in marketing communications these days.

The question I keep getting hit with is "Does brand have any relevance in the age of Facebook, Twitter, and YouTube."  My answer is always "yes."

The essence of branding (at least the part you can control) is consistency.  You need to present a consistent look, message, and tone.  

If you have a social media presence or want to get started, here are some things to consider:

1. Name  According to Shakespeare a rose would still smell good if we called it smellyweed.  However, from a marketing standpoint, it's best if Rose Company, shows up as @roseco on Twitter, as www.rosecompany.com on the web, and as Rose Company Channel on YouTube.  Prospects may consider you sketchy if your name's not consistent.  This seems like a no-brainer, but I run into Twitter IDs like @sexygirl with web addresses like www.smartbusinesstopics.com  Seems like an identity crisis to me.
2. Visual  If you get to include a visual identifier on a social media site, do it.  People are visual.  For example, Facebook lets you include your logo on a fan page.  Just make sure you crop it so it's all there on your page and by each post.  It looks bad to have your logo chopped off on every post.  If your logo includes a symbol (like the Target bulls-eye), that may be the best option for your social media visual.
3. Message  In social media the term "Point of View" is used, since the idea is to post relevant and interesting content over time.  Rose Company might want to focus on roses -- why they're wonderful flowers, how to grow them, and so on.  The Morgan Horse Association should probably focus on the breed.  Followers then get to know you for a certain area of expertise.
4. Tone  Sounding the same over time is as important as looking the same.  If you're business-like/dry in one place and breezy/perky in another, prospects may get confused,  If you've got more than one person posting in more than one place, agree on Point of View and Tone before you start.

5 Tests for an Effective Message

In marketing communications what you say is as important as where and how often you say it -- the "what" being your central message or promise. So how do you find the right one?

Based on your thorough understanding of customer hot buttons, competitors, and the benefits of your offering, develop alternative messages. Then here are five questions to ask of each of them:

1) Is it unique? Often there are many providers of a product or service. How do you set yourself apart from the rest of the pack?

2) Is it meaningful?  This is where knowledge of the customer comes into play. Your uniqueness should be based on the real needs of the people who use your product or service?

3) Is it supportable?  Can you keep the promise you're making? For example, if your company message centers on superior service, are you committed to staying ahead of the competition?

4) Is it sustainable? Establishing your unique position doesn't happen overnight. The message you choose should be based on a long term, reality-based view of what you can deliver.

5) Is it concrete and easy to understand? If you ask your audience to think too hard, they may give up and go away! Simple, straight-forward messages work best.

Creating a Good Impression

No doubt about it, first impressions are important -- whether you're presenting a company, a product, or a person.   What you say, how you say it, and when you say it are all critical. As is how you look.

Here are a couple of impression-conscious concepts to remember:

MESSAGE 
You, your business, or your product need a central message -- one that's meaningful and memorable.  A great message grows out of an understanding of three things:  1) your customers' hot buttons, 2) the strengths and weaknesses of competitive products, and 3) how you or your products are different from and better than the competition's.  If you don't know these things, it's time to do research -- ask.


IMPACT 
You want to look good and to grab attention, so think a little outside the box. What will get the audience's attention (in a good way) and still stay true to your identity?  Are there colors you can use that are edgier?  Is there a way to make the design more contemporary?

Identity theft a problem? Identity NEGLECT is worse.

Identity theft is a hot topic, at least on a personal level. In business, though, the serious issue is identity neglect!

Many businesses don't pay attention to identity issues. Too bad, because maintaining a consistent identity is a low-cost way to maximize impact.

Consistency and professionalism are the keys -- helping even the smallest businesses over time.  Consistency means repetition. That's what solidifies ideas in our brains. Professionalism is about looking and sounding good based on what your audience expects.

Here's a basic identity checklist:

BUSINESS NAME - Is it distinctive? Memorable? Descriptive of what you do?

LOGO -  Have you had your logo produced professionally? Have you identified logo color(s)? Do you use all of this consistently?

TAG LINE - Do you need one? Do you have one? Does it clearly describe your company's promise? Is it customer benefit oriented? Do you use it consistently?

PRODUCT NAMES - Do you have them? Do they follow a pattern? Do they make sense with your company name?

If these questions leave you puzzled or if you're thinking about changing your name, logo or tag line, consult a marketing communications professional with experience in company identity issues. Investment up front is worth it.

Voice of the Customer: Why It's Better to Ask Than Assume

Hear that?  That faint voice?  It's your customer telling you what s/he wants.  You should listen! 

If you want your message to sink in, you need to understand what's important to prospective buyers.

You may think you know what's important. And you may be right. But why not ask and confirm your thinking? You'll get your information "straight from the horse's mouth," and you'll avoid relying on assumptions.   (You know what they same about assumptions.)

You may need to invest in (GASP) research -- voice of the customer research.  Before you run away, screaming, "Too expensive!" let me point out two things:

1.  The consequences of assuming wrong outweigh the cost of research
2.  You can scale your research and its cost to the size of your audience

Here's what I mean.  If you're marketing fast food, your audience is huge, and you need Research with a capital "R."  Planned.  Run by experts.  Good info with a big price tag.

But most of us work in small niches where you can do small "r" research. Think of 5-10 questions that will help pinpoint hot buttons. Call your top customers and prospects and ask away. You'll have great conversations, and you'll learn something each time you talk to someone. Develop a matrix of the answers and learn even more.

Now that you've listened to your customers, you're well on your way to developing your brand identity.

Branding - Beyond Livestock

Mention branding and some folks think of the Wild West, cowboys, and burnt hair/hide. Ugh! Thankfully that's not the kind of branding we're about. We're talking the McDonalds, Pepsi, Geico kind of branding. No campfire required!

Do you face competition? Most of us do. The market is flooded with every kind of business -- even marketing consultants.

How do you get noticed? Time and consistency help. But being interesting and memorable gets you visibility quicker. Establishing a memorable brand identity can be a shortcut into the hearts and minds of prospective buyers. Being distinctive and recognizable makes you memorable and separates you from the competition. And that can shorten the sales cycle down the road. Sounds good, huh?

Here are steps for establishing a personal brand identity:

1) List everything that’s distinctive and memorable about your company. (From products to location to business processes to the way you treat customers.)

2) Choose one attribute that will establish a positive tone with clients. Stay away from boring. Ask customers and prospects what's important to them.

3) Make sure whatever you choose isn’t being used by a direct competitor.

4) List all the ways you can bring your brand identity to life:

• Tag line
• Business stationery, emails
• Ads, literature, mailers
• Promotional items
• Displays
• Websites
• Social media

5) Set a schedule for getting things done.

6) Do it!

Steps 1, 2 and 3 require an objective viewpoint. Steps 4, 5 and 6 call for time, drive, focus and determination. A good consultant can be a huge help.

Grow your brand assets

Raise your hand if you think brand management is just for big companies (like Target, McDonalds or Ford.) Wow! That's a lot of hands! Well, you're all wrong.

Brand issues are important to all companies for the simple reason that people buy from other people. People have personalities. Branding establishes and communicates a company's personality (sometimes referred to as company image.)

Think about your company. What personality or image do you want to present to customers and prospects? Warm, friendly, and down-to-earth? Polished, knowledgeable, and sophisticated?

Does your company's logo and literature design reflect the image you want to present? Is your company's personality presented consistently throughout all forms of communication?

Overwhelmed? Let me simplify. There are four key steps in brand management:

1) Positioning - identify your company's unique benefits and image.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Brand management is an ongoing process, not a destination. Bad news: the work is never done. Good news: if you do the positioning and planning up front, protection and promotion programs flow naturally.

How do you create marketing that "looks sharp"?

After my last post I was asked what I meant by "looking sharp".  I mean looking professional, of course, but more importantly, brand image is based on a good understanding of the market.

Effective market positioning -- and from that, brand image -- grows out of an understanding of three elements:

1)  The audience -- Who buys from you?  What are their needs and wants?  What moves them?

2)  Your competition -- Who sells what you sell - or an alternative?  What are they promising?  How are they saying it?

3)  Your company -- What BENEFITS do you offer that are meaningful to the audience and that differentiate you from the competition?

The most effective marketing I've seen blends these 3 elements. The least effective is marketing built around only what the company wants to say not what the prospective customer wants to hear.

More Bang for Your Marketing $$$: Look Sharp!!!

"Look sharp. Play sharp."

That's what my daughter's softball coach said. His teams always had the whitest pants and socks. They looked good ... spiffy ...sharp.  They didn't win every game, but they did well - better than expected.

Those words have stuck with me.

In business looks matter. From your product to your place of business, your firm will be judged on how you look. Professionalism and consistency are very important.

It starts with a well-designed logo, defined company colors and a tag line that delivers your benefit message. But that is ONLY the beginning. Now you need to roll out that identity in all your communications.   It's crucially important that you use your logo, colors, and tag line consistently.  Because that will demonstrate your professionalism

Here's a list of the places where your logo, colors and tag line may appear   Use it to keep your identity crisp, clear and consistent no matter where it shows up.

· Business Stationery - letterhead, envelopes, labels (print and electronic)
· Business Cards
· Email Signatures
· Signage
· Vehicles
· Products
· Advertising - print, broadcast, electronic
· Mailers - printed, email
· Literature - print, electronic
· Website
· Social Media
· Directory Listings
· Trade Show Displays
· Forms
· Badges
· Uniforms
· Promotional Items
· Point-of-Purchase

More bang for your marketing $$$: News releases that get noticed.

What do you do with junk mail? Do you delete it, toss it, or just ignore it– unless you see some benefit. Publication editors do the same. They toss, delete, or ignore news releases that don’t demonstrate a benefit for their audience.

Here are seven easy tips for writing releases that get picked up.

1. Make sure it’s newsworthy. What’s newsworthy? It needs to be timely, of interest to the publication’s audience, benefit-oriented, and substantive (that is, not self-serving, hype or fluff.)

2. Write a powerful headline. The headline will pull in the editor or leave her/him cold. Keep it short and descriptive, but make it interesting.

3. Use journalist style. Editors are looking for the facts, not fluff. Be sure to include the essentials: Who, What, When, Where, Why and How.

4. Keep it brief. Editors are pressed for time and inundated with releases. Keep yours to 300-800 words. The headline and first two paragraphs are the most important parts of your release.

5. Avoid jargon. Even if you’re sending a release on a technical topic to a technical journal, resist the temptation to use acronyms. Spell it out! Use common language. It will make your releases more readable and accessible.

6. Proof it. The accuracy of your release – including spelling and grammar – reflects on your company. If you aren’t good at proofreading your own stuff, enlist someone else to do it.

7. Include a photo.  This isn’t a writing tip, but it’s good advic. Publications are looking for good quality visuals, so including a photo, illustration, chart or graph (with a caption, please) increases your chance of getting picked up.

More bang for your marketing $$$: Say it again, Sam!

Animals learn through repetition, right? If you want a horse or dog to learn something you work with him over…and over…and over. That's the power of repetition. It’s a key element in successful marketing to humans, too.

Think about jingles, brand icons, and other ad messages (McDonald’s “I’m lovin’ it”; The Geico Gecko). These words and images stick with us for one big reason – REPETITION. You’ve heard and seen these messages again…and again…and again.

If you want people to absorb your message, repeat it. And I don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in.

Why does it take such an effort to make an impact? Consider these facts.

· We’re inundated with messages – from public bathroom doors to mobile devices to computer screens. You have to break through the clutter. Repetition combined with an intriguing presentation increases your odds of being noticed.

· Folks buy when they’re ready. You need to be visible consistently to capture someone's attention when the time is right.

· We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.

Don't throw your money away on a single ad, mailer or email blast. Repeat your message for better results.

 

More bang for you marketing $$$:Be Direct! Target you communications with direct mail.

Direct mail –  surface mail or e-mail – is a great way to get response from a clearly defined audience. But doing direct mail successfully means watching three things:

1. LIST
Make sure your message goes to the RIGHT people. If you’re purchasing a list, ask to test a small number of names before investing in the full list.

When you send out a mailing, you can expect 1-3% wrong addresses. These will come as returned mail or maybe phone calls. It’s a good idea to keep track of the number of bad addresses. If you get more than 3%, you may be able to get money back from your list provider.

2. BREAK-THROUGH CREATIVE
Think of all the stuff in your in-box. A mailer needs to break through that clutter. Grab attention. Beg to be opened and read. So have some fun. Maybe take a risk. Different creative approaches can be tested to find what works best.

3. OFFER/CALL TO ACTION
Direct mail is all about response. So offer something attractive to spur it – a trinket, rebate, coupon, or informational pamphlet. Be creative here, too. This is another variable that can be tested.

Other factors to think about are:

REPETITION  For any communication program to succeed, you have to repeat, repeat, repeat. With direct mail you can send a series of mailers or send the same piece. Send pieces two or three weeks apart…and repeat the series in three to six months.

FOLLOW-UP  Phone calls to recipients after they’ve received a mailing can help get maximum results.

MEASUREMENT  Look at inquiry quantity and quality from your program. Use the information to make your program better.

More bang for your marketing $$$: Lookin’ Good

You’ve heard of dressing for success. Well, looks count when it comes to communications materials as well. In fact, looks matter a lot.

Whether it's electronic or print, you can avoid looking bush league by watching these details:

1) TYPEFACE
There are hundreds, maybe thousands, of typefaces. Some are easier to read than others. Use a readable face to make sure your text is easy-to-follow. Keep the type large enough, too. (You may have to cut back on copy to fit your space.) Avoid using more than two or three different faces in any piece. Multiple typefaces can look cluttered.

2) LINE LENGTH
Ever wonder why newspapers and magazines format their articles in columns? It’s easier for human eyes to track shorter lines of text. Break up your copy into columns about 3” wide or less for a cleaner look and better readability.

3) COPY LENGTH
Most of your audience won’t have the time or inclination to plow through long text. Keep what you have to say brief. Use bullet points.  Or use photos and captions -- much more involving than straight text  If it’s a web site, you can offer more information through links. That leaves it up to the visitor to click or not. 

4) PHOTOS/VISUALS
You know the saying, “A picture is worth a thousand words”? It’s true. So use visuals to emphasize your messages. But be picky. Poor quality photos speak volumes about your organization. And what they say isn’t good.

5) PRODUCTION QUALITY
Fuzz is okay on peaches but not on web sites, ads, brochures, newsletters or anything else with your name on it. That means no fuzzy logos, fuzzy type or fuzzy photos.

6) CONSISTENCY
Once you’ve worked out a look, standardize it. Set up rules for logo usage, colors, tag line, and layout, and follow them. Consistency helps build familiarity.

More bang for your marketing $$$: Who Knows You?

Ever heard the expression, “It’s not what you know, but who you know”? It’s the theme song of networking.

When it comes to successful business development though, this saying needs to be turned on its head!! “It’s not what you know OR who you know, but WHO KNOWS YOU.”

True Story: A company introduced a product but didn’t budget for promotion. A few months down the road the CEO frowned and asked, “Why isn’t the new widget selling?”After we started a program of publicity, advertising and trade show support, sales happened.

Moral: Selling starts with awareness.

Awareness is so basic many business people overlook it or minimize its importance. But lack of awareness will stymie business growth every time.

How do you create awareness? You need to be visible. Depending on your business and audience, the following tools can help you:

1) ADVERTISING: Can be an effective way to create awareness IF you have an audience that can be reached through publications, broadcast or other media avenues.   Because of the growth of electronic media alternatives, cable TV, satellite radio and so on, the market's gotten very crowded and advertising is tougher to make work.

2) PUBLIC RELATIONS: Product releases, features and case histories can get the word out about your product. This is often a SLOOOOOW way to build awareness, but the cost is less than advertising.

3) SOCIAL MEDIA: If you know your audience is online and you know where to find them AND you know what interests them, you can use social networks to create an online community.  This will take time and effort, but could pay off for you.

4) DIRECT MAIL: Works best with narrow, well-defined audiences. A good list is essential – whether you’re sending your message email or surface mail.

5) TRADE SHOWS and EVENTS: This is much like retail. Attendees come to learn about new products and “kick the tires.” They want to get up close and personal with products, and they may want to be entertained as well. So add some flash and sizzle to your presence. Make it fun, but make it meaningful, too.

A combination of these tools can be very effective. Just be sure to repeat, Repeat, REPEAT your message over time so it sinks in.