July 2010

Needed2Fix

There seems to be a bit of a flurry lately. In the past three or four months I have had a number of companies and organizations reach out to me to ask about their web sites. Everyone in interactive business recognizes the need for a web site as a tool to engage communication and grow a base of business. The problem seems to be related to sites that have been built a few years ago – or before. Back then “programmers” wanted to use complicated language to make clients dependant on them for future changes. Sure the sites may look good and they may even be easy for the user to navigate, but a small little change, or a new picture, or a new employee always seemed to create a hassle because the original web design company had to make all the changes.

That isn’t the way web sites need to work anymore.

Better4It

You can have a populated, lively, interactive and easy to find and navigate web site that uses the latest technology to make the “back end” edits so much easier. You do not need a degree or have to understand how to write “code” or anything like that to change, edit or update your own web site – by yourself.

We love to help our clients and partners.

In this type of situation, the best help we can provide is to build it right and give you the tools to make small changes as you desire in the timing you want. Plus, by giving you the “keys to drive the web site”, we maintain a good relationship with you and are still available to help with strategy, Search Engine Optimization and any other problems or opportunities you face. It’s the best approach.

June 2010

Ideas2Share

Super Bowl Champion Coach Bill Belichick teaches the concept that “ideas should be innocent until proven guilty”. It’s true – really. People are too often afraid of ideas. Fresh ideas are usually followed by change and change is not a friend to many. Ideas in and of themselves are not the culprit. It is what organizations, leaders and people do with those ideas that really determine change.

Lesson4Us

Does your company value fresh thought? Are your people open to being innovative? Do you usher a spirit of collaboration?

This is the exact right time to begin to open your organization to new and out of the ordinary concepts and thoughts. Whether it is a new product launch, a new approach or continuing business development as before – be open to new ideas and create a culture where fear is set aside and an open mind to how you can grow your business or organization is embraced.

May 2010

Have2Brand

So much is made recently about branding your company. Use logo or name recognition to get that customer in the door or to remind that client to come see you more often. Create top of mind awareness to build traffic and increase sales. They are all good reminders - all good suggestions. Each a powerful part of the business generation plan. Advertising draws those potential clients in – so can marketing and public relations. Where companies sometimes slip off track is in engaging those customers once they have made an initial decision to do business with you or shop at your location.

Lesson4Us

It’s important to get new customers. It’s even more important to keep those customers. Two current business partners of mine specialize in that. For years Jerry Brown at www.businessvoice.com has been helping literally thousands of locations around the world market to their current base of clients through his Point of Entry Marketing Programs. Whether someone approaches you by calling, clicking or visiting, they want to learn more – now you can connect with them. See how you can extend that initial brand power…email Jerry directly at jbrown@businessvoice.com.

The purpose of the “care card” is to stay in touch with your clients. My old leader Jon Harpst has an interesting program (www.sendoutcards.com/73353) that can help your sales force or marketing team regularly interact with their clients at a very reasonable price. It is a great example of branding carried out to the one-on-one level. Commemorate an anniversary, celebrate a birthday, or send a personal note of recognition. You can sample it free or call Jon directly at 517.202.7849 to learn more about setting up your own program. He’ll walk you through the program personally.

April 2010

Listen2The Music

Music Moves People.

It’s especially true in your advertising. Too often businesses or organizations just add music – almost as an afterthought – to their commercial messages. Whether your announcement needs “background” music or you are using the lyric as the hook…give original music a closer examination. Here is an example of a familiar commercial that uses music to effectively drive the message. It runs on network television, but your locally produced campaign needs to sound just as good to get the consumer’s attention.

www.youtube.com/b2ctelevision - click on the “Travelers” commercial to see (and hear) for yourself.

Lesson4Us

Some commercials cut through the clutter better than others. You hear the first few notes and immediately recognize the advertiser. That impact comes from creative messaging, strategic placement and a consistent presence. If your advertising is missing or going in “fits and starts” in any one of these areas, it might be time for a fresh approach.

March 2010

Tough2Do

Sometimes it’s easier to know the right thing to do than to actually do it.

For years I have explained to clients that it isn’t necessary to put all their information and statistics in a commercial or have the staff standing in front of the business waving --- in order to get viewers to notice them. Everyone knows consumers are assaulted by more images than ever before - the true challenge is to find a way to cut through. As a marketer, your competition isn’t the guy down the street so much as it is the commercial message right before and right after you.

One of my newer clients – Robert Kulp of Blue Ridge Residential and Black Dog Salvage – made a break from the normal commercial and focused on communicating his message directly to his audience. Just like you won’t see a location listing at the end of a UPS commercial or after that “Five Dollar Footlong” jingle, you’ll notice the simplicity of this message. Click on this link and see how Robert had the courage to break away from local commercials done the way they typically are:

http://www.youtube.com/watch?v=Y88pxl8YtSk

Lesson4Us

Here is a gentle reminder – to get a bigger impact you may have to take a new approach. Communicate more with less clutter.

February 2010

Drawn2It

Splinter audiences, narrowcasting, multiple channels, niche marketing…these are all relatively new terms used to describe the extreme targeting of smaller, more interested audiences. Useful tools in getting your message to a carved out segment of the audience. As the ability to drill down into your focused target has emerged, so has another trend.

The return of the Big Ticket Event.

It seems that while people like their own iPod playlists and their personal favorites, there is still a longing for community. Nothing brings a group together like a shared viewing experience. Nothing. “Say, did you see Avatar?” “That was some game last night!” “How did you like that acceptance speech during the awards show on Sunday?” According to recent articles in the New York Times and The Economist, the big audience events are as popular as ever – if not more so.

People still love to gather, watch and then discuss and they like doing it in community.

Lesson4Us

Too many business owners think they can’t afford to achieve “REACH” in their schedules so they settle for “FREQUENCY”. Instead of stepping out and targeting that Big Ticket Event, they place hundreds of small, inexpensive commercials in places they think they can afford.

Recently I found a way to work some of my clients into things like American Idol, ABC Prime Time, The Olympics and other big events. To learn how this concept can work for your business simply email me a reply to this or call me at 540.986.8766 or 419.377.0643. If you’d rather be taken off this newsletter list, you can use the same contact methods. A combination of frequency AND reach is especially powerful.