Marketing Briefs

Fineman PR releases 15th annual Top 10 PR Blunders List: PRSA

2009-12-28T21:09:00.000-06:00

Fineman PR releases 15th annual Top 10 PR Blunders List: PRSA

3 ways to grow your email list

2009-05-06T10:12:00.004-05:00

Your email database is one of your most valuable assets, did you know that? In today's environment, moving someone from "potential client" to "client" is a multi-stage process, and e-marketing can play a huge role in converting interest to sales. The Internet allows you to seize opportunities quickly, throughout each stage of the potential client's awareness of your business. Here are 3 ways to grow your email list so you can begin or expand upon your Internet strategy.

1. Collect opt-ins. Add an e-mail signup box to your Web site and include it prominently on every page.

2. Include a link to your Web site home page (and thus, your email signup box) as part of your email signature. Think of the number of emails you send everyday—each person who receives one is an opportunity to gain a new contact.

3. Send regular e-blasts to your database. Businesses with the highest response rate send about two e-mails a month to their subscribers. Your e-blasts should have a strong call to action such as a discount coupon or limited time promotion, as well as a direct link to your Web site and map/address of your location.

In short, never stop building your list, put your customers first with relevant information and send regular "reminders" that you're there.

Talking to the media--who's going to be on the "hot seat"?

2009-03-26T17:32:00.005-05:00

Sometimes, it's a great thing to get a call from a reporter asking questions about your organization. Sometimes it's not. Whether the situation is positive or negative, you should always have a designated spokesperson to deal with media questions.

The media, of course, want to speak to "the top dog." But sometimes the worst thing you can do is send the CEO out to face the media. That's what Exxon did in its legendary Valdez disaster. Rather than sending out someone experienced in being a spokesperson, the company put their reigning CEO in the limelight. A former engineer, he came across as hostile, cryptic and arrogant, and public opinion of Exxon went straight down the toilet.

By all means, have one spokesperson--the organization must speak in a unified voice in a crisis. If your CEO is the designated spokesperson, make sure he or she is trained in effectively dealing with the media.

The first step of branding. (Hint: it's not your logo)

2009-03-16T08:21:00.006-05:00

Branding your business starts long before a potential customer sees your logo or ad or even your business card. True branding encompasses every touch point a client or potential client has with your business. From the minute you take their call or greet them at the door, to the way you bill them, each step builds upon their impression of you. And that's your brand. Take a hard look at how you deal with your clients. Do they feel an emotional connection to your solutions based on exposure to you and your employees? With each interaction, you must deliver on two implied promises: you will meet their needs and you'll provide a positive experience.

Ultimately, the objective of branding is establishing a preference for your business over the competition. If your company is truly branded, customers and potential customers won't consider other alternatives when they buy.

Most importantly, be proactive. Complacency and stagnation will hurt your brand. Recognize what distinguishes you from the competition, cultivate client relationships and turn your organization into a recognized brand.

Non-traditional (and low-budget) marketing can grab attention

2009-02-03T08:34:00.005-06:00

Sure "guerilla" tactics have been around for a while. But the marketing playing field has changed over the past year and now more than ever marketing has to grab attention and make the sale during a time when spending is down and economic concerns are driving decisions.

Over the past year we've placed fewer and fewer traditional ads, and spent more marketing time and budget on tactics that are low-cost and outside the box.

Is your company's "story" interesting? For a custom boat builder we contacted editors of lifestyle magazines, many targeting men, to pitch the story behind this talented but small company of crafsmen. A mention or story in a national publication will net unpaid and coveted magazine space.

Are you celebrating a milestone? For a large government company, we're planning a year of low-cost tactics to announce their 45th anniversary, focusing on the world as it was when they were founded in 1964. An intern will help research the times and their many contributions to our region and we'll use PR to get the word out. A rubber stamp will cost about $30 and will publicize the 45th anniversary via envelopes and collateral. A special Web page, news releases, an open house and a series of internal events will round out the plan.

Do you have a promotion coming up? For a large fitness center, we're developing an e-marketing campaign to announce sporting events, advertisepromotions and offer health tips. After the initial development costs (minimal) they can distribute news regularly for 2¢ per contact.

These are just a few easy guerilla tactics and there are literally thousands of ways to get your message to your potential clients. But don't sit around waiting on the economy to change. Use the current, less cluttered advertising environment to your advantage and use non-traditional avenues to build awareness and generate sales.

Do you really know who your customers are?

2008-12-31T12:58:00.005-06:00

With a little effort on the front end of your marketing to identify your "best" customers, you can spend your marketing dollars on just those same types of people—the ones most likely to become clients.

Case in point: working with a financial services client recently, we used market "segmentation" to discover the psychographic profile of the US banking industry investor. We found that there are specific "clusters" of consumers who are four times more likely to invest in a bank and we pulled a report of what prompted them to make an investment decision. With this data in hand, we developed an ad campaign utilizing media that specifically reached the prospects.

On a small budget, and in markets the client was previously not targeting, the ads drove large numbers of interested investors to request information both on-line and over the phone. This was smack in the middle of the financial crisis of '08. The resulting traffic resulted in the client requesting a temporary hold on additional advertising in order to catch up with the requests at hand.

Aberdeen Group reports that some of the many benefits of using customer analytics include:
35% increase in average order value
43% increase in annual revenue
25% increase in market share growth

Those kind of numbers can't be ignored, and top-performing organizations will leverage psychographic data to bring a great return on their marketing investment.

Marketing case studies

2008-12-29T13:36:00.003-06:00

In 27 years of being in the marketing industry, I've had the opportunity to learn from clients and business associates large and small. So I'd like to use this blog to share real marketing case studies with you. Hopefully, you'll see something here that will help you solve a marketing problem for your own business. I'll title each one "Case study: (title)," and label them "Case studies" so you can easily find them when you visit.—Caron

7 ways to cut your marketing spending in '09

2008-12-29T11:14:00.006-06:00

It's the end of 2008 and the current economy is causing a lot of businesses to cut back or discontinue marketing. Not a good idea! A slow market now means that marketing is more important than ever to attract the customers who need you. Instead, look at ways to reduce your marketing spending. Here are 7 quick and easy ways you can cut costs in 2009:

1. Save on printing. Every business needs marketing collateral, even if just forms. Your printer can tell you the most cost-effective paper and format for your project and you can potentially save hundreds of dollars, even more, a year by using "stock" paper they keep on hand instead of a special order. You probably won't even notice the difference.
2. Get more mileage from fewer ads. Complement your paid advertising with news releases sent to your area media. Make sure you format the release correctly (see earlier post on news releases).
3. Partner with a complementary business. Purchase joint ad space, or offer a co-promotion. One billboard or ad for 2 complementary businesses can work well and save a lot of money.
4. Track your response rate. Then put your marketing dollars to work only where they are the most effective.
5. Don't spend money marketing to the whole world. Identify who your best clients are and then place ads that will reach THEM.
6. Eliminate mailing costs. Use e-marketing to replace direct mail. Your printing and postage costs will go away, and you'll be helping the environment at the same time.
7. Get new business from existing customers. They are a lot less expensive to reach. Piggy back ads on your invoices or receipts, and include a promo or coupon in your newsletter.

Are you getting sick of your own ads?

2008-12-17T11:17:00.003-06:00

You've been using the same logo and ad campaign theme for a while now. You've seen it so many times that you're frankly getting a little sick and tired of it. Is it time to launch a new campaign? Start investigating a new logo?

Not so fast. A good rule of thumb to remember is that by the time you've tired of your branding, the general public (your potential clients) have just begun to notice it. Regardless of which marketing tactics you use, a key rule of marketing is that you must repeat your message to the same audience over and over again. Even if you're annoyed seeing your television ad yet again, it takes many exposures before most people will even notice it, let alone recall it. Research says we must see and hear an advertising message at least six times before it "sticks."

The book Successful Marketing: Secrets & Strategies says that even if you use networking as your main marketing technique, you’ll need to attend the same organization’s meetings many times before others remember you.

How to leverage the power of referrals

2008-12-17T10:38:00.006-06:00

Clients tell me constantly that they generate a ton of new business through referrals. Yet many companies don't have a system in place to make sure they keep receiving them. Actively generating referrals should be a key part of your marketing strategy, and here's why.

1. Referrals are credible right from the start. When someone you trust tells you about a business, you will also trust this company, even if you've never heard of them before.
2. People who are referred to a business will spend more money. Research has proven this and it's likely because people tend to refer others who are highly qualified and not just price shoppers.
3. Referrals are extremely cost-effective. They're free! Compare that to the cost of advertising. In some industries, like consulting and professional services, most sales are the result of the recommendation from a friend or colleague.

Are you getting your referrals? If not, consider these ideas.

1. Expect to get referrals but don't assume you will. I wouldn't suggest asking for referrals every time you see a client. But when a client is extremely happy with you, let them know that if they know someone who might benefit from your business, to tell them about you.
2. Make it beneficial for someone to send you a referral. It can be as simple as offering a discount or a free service for every referral.
3. Give every client extra business cards. Give them out to clients and they may pass them along to others who are a potential fit for your business.

Remember that referrals are crucial to your business. The good thing is—if you're making your clients happy then they will likely be happy to refer their contacts to you.

Use a newsletter to get new business

2008-12-02T13:41:00.004-06:00

Do you send out a newsletter to your customers and prospects? If not, you need to start. Newsletters help drive sales, build customer relationships and increase your brand awareness. So how do you get started? It's easy to create something people will want to read if you follow a few simple rules.

1. Keep the information in your newsletter brief. Short, easy to digest paragraphs will enable your readers to scan the newsletter for articles that interest them without getting lost in a sea of words.

2. Write for clients and potential clients. If your newsletter is full of helpful information people will want to continue getting it. So keep the "ad copy" to a bare minimum and focus on the benefits to your readers.

3. Develop a design that's interesting but easy on the eyes. Good information trumps a splashy layout every time. Keep fonts and colors to a minimum and use photos or graphics only if they help to illustrate or clarify the articles.

A newsletter can keep your business or organization in front of clients and potential clients, so make sure that yours is one they enjoy getting and reading. Send them out no more than monthly and post past copies on your Web site for an even longer "shelf life".

PR: A true story

2008-12-01T16:37:00.005-06:00

Here's a great example of using public relations to jump start a marketing campaign. Last week, we launched a new Web site, http://www.giftsthatheal.org/. The brainchild of Jerry Maygarden and Katherine Champlin, president and executive director of the Baptist Health Care Foundation in Pensacola, Fla., respectively, Gifts That Heal is an on-line catalog of "gifts," each of which, once purchased, helps someone in the community. Gifts range from a one-month supply of medicine to a wig for a breast cancer patient to a walker for an elderly person. There are gifts starting at just $5 and the purchase price for each gift is a tax-deductible donation.

Obviously this type of program is a fund-raising effort that relies on donations from caring individuals, and spending a lot of money to market it would defeat its purpose. So from the start, care was taken to ensure the program utilized the strongest combination of low- and no-cost marketing tactics.

One of those tactics was public relations.

Once the Web site was live, we prepared an announcement news release and carefully built a distribution list of editors, newscasters, promotion managers and talk show hosts. We sent the release out to these specific contacts with a personal note about the new program and then followed up with a personal call to each of them. The strategy worked. The program was unique enough in our area that the regional media were interested. And we made it easy on them by providing complete, accurate and press-ready information. We wrote copy for a 30-second public service announcement and a local community-minded radio station, CAT Country 98.7, produced it at no charge.

After just one week, the coverage has included a 7-minute live radio interview, a 5-minute news clip on a major television station that was replayed during at least 2 broadcasts and multiple coverage in the print media.

For non-profits and every other business, public relations is a marketing tactic that works. I'll continue to update this blog as more coverage happens.

Moving into a new market—5 ways to get noticed

2008-11-26T08:47:00.006-06:00

Whether your business plan calls for moving into new markets or you need to expand geographically to find new clients, there are several important things to consider to ensure the move outward is successful. Remember that if you've been based in one market for a long time you're a "familiar face" — meaning a lot of your business comes through word of mouth referrals from people who are familiar with you. When you move into a new market, you won't have the "home-field" advantage and you'll have to work harder to make a name for your business with a whole new resident base.

From marketing a quickly-expanding start-up business in new cities throughout nine states, I learned that there are five key steps that can make entering a new market much more lucrative.

1. Join the local Chamber of Commerce. It's the easiest way to gain access to the business community in virtually any market. Once you join, attend networking meetings, sign up for a committee and stay involved.
2. Send a news release. On your company's letterhead, type a brief announcement about your business opening in the community. Send it to editors of not only the local daily newspaper, but to all area business publications. Include the names and titles of your new staff.
3. Whenever possible, hire locals. Their friends, families and business contacts will make up a large part of your new customer base.
4. Conduct an advertising "blitz." Even a small ad budget can go far, if you condense the dollars into a 2-4 week campaign. If your business or organization is open to the public, consider a radio live remote on a high traffic day. If your business caters to other businesses, check into running a few ads in the local business publication.
5. Network. Many times, the details of opening a new office will overshadow networking efforts, but the more visible you are in the new community, the faster you'll gain market share. Attend meetings, partner with a local charity, sponsor an event, volunteer. Give a discount to those who refer new business to you.

Your new market will give back what you put in, so double up your efforts to make a name for your business, and before long nobody will remember you're the new kid in town.

Do taglines really work?

2008-11-25T09:55:00.004-06:00

Clients ask me frequently if they need a tagline for their business or organization. There's no easy answer, but in many cases a tagline can help to create a strong brand, which translates to top-of-mind awareness for people who may need what you offer.

If you do employ a tagline in your marketing, by all means use it consistently. And make sure your tagline has wide appeal. There's nothing worse than a tagline that doesn't mean anything to anyone outside your business. So forget the acronyms and trade words and focus on an easy-to-understand and succinct phrase. Keep your tagline to 8 words or less—that's about all you have of your audience's attention.

Taglines are a powerful way to market. If you're still not convinced, let's put some taglines to the test. How many companies can you identify from their taglines?

• A diamond is forever.
• You can do it. We can help.
• Be all that you can be.
• It's everywhere you want to be
• Just do it.
• Have it your way

Chances are, you recognized most, if not all, of the taglines above. They are short, memorable, and the companies that employ them have consistently used them until they were embedded in our memories. While your company may not have the budget to advertise your tagline to the whole world, you can use your tagline consistently and over time, people will start to recall you when they hear it.

How a blog can drive sales

2008-11-25T09:19:00.004-06:00

Everyone is looking for cost-effective ways to drive sales amid the current budget-constrained economy. At the same time, purchase cycles have lengthened—due to easy access to information and consumers who take time to gather input from peers and experts. One way to reach your target audience when they're researching their purchases is to leverage the power of blogs.

Blogs influence one in five readers at key purchase-decision stages, according to BuzzLogic and JupiterResearch's "Harnessing the Power of Blogs" report. Specifically, blogs help consumers discover products and services, refine their options, get support and answers and decide on a specific product or service.

With so much information at hand, many readers check multiple blogs in one session. User comments as well as blog entries aid purchase, and blog links help consumers navigate for more information. And readers consider blog ads to be relatively credible sources. According to the report, readers trust blog content more than social media sites for shopping.

Even after the sale, blogs continue to make an impact. It's common for blogs to help customers use products they own better, while reducing returns and complaints. From a company perspective, these factors can be important cost considerations.

Use psychographics and kick your marketing into overdrive

2008-11-14T09:09:00.009-06:00

If you've ever purchased a mailing list, you've employed "filters" like ZIP codes and household income to create a database of qualified prospects. Those filters are important because you don't want to send direct mail to people outside your geographic market or those who cannot afford your business. "Demographics," they're called, and they help to identify socioeconomic groups, characterized by age, income, sex, education, occupation, etc., that comprise a market niche.

But what if you could drill down even further and build a database of people who are most likely to buy from you? What if you could pinpoint, for example, those people who own a second home, or make travel arrangements online, or donate to charities? Fortunately for marketers, this information and much more is available and it's neither hard to obtain, nor expensive.

"Psychographics" tell us the specific personality, values, attitudes, interests, and lifestyles of groups of people. By identifying the psychographics of your target audience, you can then determine what motivates them to purchase. Do they read Forbes, or Southern Living? Do they listen to hard rock or country music? Do they own an RV? Are they Republican or Democrat?"

Contrast psychographics with demographics and you'll be able to create a narrow list of your most likely customers. You'll save money on printing and postage and your marketing will be relevant to the people you're trying to reach, so you can also expect a higher response rate.

How one news release resulted in $7000 in newspaper and magazine coverage

2008-11-13T10:07:00.004-06:00

A good news release can generate widespread news coverage—here's one example of how a single release generated thousands of dollars worth of unpaid editorial space.

The client was a residential developer with a large project encompassing more than 700 home sites. That in itselt didn't make for a truly compelling story, so we looked outside the normal announcement information to find something newsworthy to report. In this case, a major portion of the development property was situated on protected wetlands, and the forward-thinking development team had created a conservancy to ensure the land was protected for the future. "Green" building was just becoming a hot topic in the news, so we centered our "story" around the conservancy and its impact on future preservation of the area.

We felt sure that we would garner a local mention or two, but we didn't anticipate the widespread coverage that the release generated. Within a week, there was a prominent front-page newspaper headline and article, followed a few days later by a positive editorial from the publisher. Other local publications soon followed suit including newspapers and magazines from around the area. Florida Trend reported the story as did the national magazine Green Builder. In all, the verified coverage was equal to more than $7000 if we'd purchased the same amount of space as ads.

Remember that editors aren't there to give us free advertising, and getting news coverage isn't always easy. But if your news is something the public is interested in, your odds of getting covered are much higher.

Making smarter decisions with a shrinking budget

2008-11-05T15:22:00.004-06:00

With tighter budgets and consumers' weakened confidence, advertisers are looking for ways to make marketing dollars work harder. Two questions we get asked frequently are: 1. How are customers reacting in the current economy? and 2. How can my business get the most from a shrinking marketing budget?

No surprise here: according to Deloitte's 23rd Annual Holiday Survey of retail spending and trends, 59% of consumers expect to reduce their spending this holiday season. Higher food prices (73%) and higher energy prices (69%) were the top two reasons for spending less, outpacing the economy (61%) and job uncertainty (18%). With fewer clients, many businesses and organizations stop marketing altogether.

But before you put your marketing on hold, here are a few things to consider. First, the cluttered advertising environment we've all become accustomed to in recent years has changed. With fewer people advertising, those who do advertise are getting more attention. The media, seeing leaner times, are also more likely to offer special rates and value-added services. Lately we've seen offers such as free Internet ads with purchased ad space, and bonus television and radio spots when there is excess inventory, at no cost. And with the emergence of "new media," we have a whole new arsenal of ways to market that are free or at least inexpensive.

So instead of putting a stop to all your marketing and advertising, consider new ways to stay in the public eye. Use public relations, promotions and Internet marketing to make your traditional ad spending go further. Keep a close watch on all your marketing so you know which tactics are working now, and put the rest on hold. Even with a limited marketing budget those who do maintain their marketing through a recession, even in a small way, will already be at the top of the minds of consumers when spending levels return to normal.

If you don't track your marketing, you're driving blind.

2008-10-22T13:47:00.009-05:00

When I used to be an ad agency client many years ago, I'd occasionally ask my account exec how he knew if my company's ads were working or not, and I always received either 1., a puzzled or annoyed look, or 2., reasons why we should focus on something else. Tracking in those days was generally asking the front desk if they'd had a lot of phone calls since the ad ran.

But without tracking how you know for sure that you're putting ads in the right places? The good news is that there are ways to track marketing, and they don't add a lot to the budget. Here are 3 easy tracking mechanisms that anyone can use:

Web site unique visitors data—notice I said "unique visitors" and not "hits." With Web site statistics you can see exactly how many different people have visited your site over a given period of time. Check them when you are advertising (make sure your ads include your Web site and an invitation to go there) and you can see at a glance any spikes in Web traffic in the immediate time period and compare it to before and after the ads ran. By the way, if your Web site doesn't already have statistics, don't wait another minute to add this feature. There's a free statistics program at http://www.googleanalytics.com/.

Unique phone number—for a small monthly charge you can add a phone line to your business that is specifically for use during your campaign. Use this number ONLY on your advertising so that the calls that come through can be attributed to your ads. Remote call-forward the number to your main line and you won't need to change any of your internal procedures for call-handling, and you'll have a report of call traffic when you get your phone bill each month.

Manual tracking—the easiest method is also the one that sometimes gets overlooked. When you land a new client or get a call from a potential client, ask them how they heard about you. If you have a contact form on your Web site, include "How did you hear about us" along with the "Name," "Address," and "Phone number" fields. The key is that you keep a running log of the responses and make sure that everyone in your organization tracks the same way.

Marketing budgets are tight right now, so implement tracking methods to help you see exactly what's working.

A bad economy changes all the marketing rules. Here's how you can adapt.

2008-10-21T09:21:00.007-05:00

Following years of launching high-end, luxury products and services, marketers today are getting a loud wake-up call. In this recession era, consumers are spending differently. Marketing and advertising tactics that attracted new business in 2007 don't work in 2008 because, frankly, Americans don't have as much spending power. Shoppers are turning to discount stores, stretching out the time between hair cuts, buying smaller cars, traveling less and giving fewer dollars to charity. They are looking for more value in every purchase.

Some brands will fare better during the downtown. Pawn shops, pre-paid phone cards, bargain centers, payday loan businesses and fast-food joints will trump day spas, first-class air travel and big luxury cars. There are just some products and services that do better when the economy is worse.

So how do you adapt your marketing to fit the economic environment we're in? Most important, make sure your advertising clearly shows a value for the cost. Forget the "snob appeal" exclusivity message that worked for the past few years and focus instead on your service/product's return on investment. A lot of people still want the "best," but they need to see that it's a better value than the competition. Your branding should reinforce the quality, but focus more specifically on the benefits and value to the buyer.

Once the economy improves, don't expect a quick-turnaround of spending habits. History shows that when things pick up, people will be slow to reverse their new shopping patterns. Successful businesses will start now to refocus their marketing message towards helping clients stretch their dollars.

How a new brand helped to generate $9 million in sales

2008-10-13T17:16:00.011-05:00

Sometimes we encounter brands that just don't work. Last year we were asked to help turn around the slow sales of a luxury condominium development. Located in a hot downtown arts district within steps of restaurants, shopping, museums and parks, the complex offered unbeatable amenities and striking architecture. At first blush, it was hard to see why anyone WOULDN'T want to purchase one.

We reviewed the marketing materials and therein we found a problem.

The ads, brochures, Web site and materials featured vibrant fonts and copy, and photos that depicted young twenty-something singles having fun. The overall message and design targeted a segment of the population that had fewer potential buyers—those who could actually afford to purchase a luxury condominium.

With a small budget and keeping their logo intact, we created a new brand that was elegant and refined, with copy, colors and design that targeted high-income professionals and executives. A sense of urgency was created by placing weekly ads that "counted down" the number of remaining units. We re-designed their Web site to include a virtual tour and contact form for busy professionals who may not want to pick up the phone and call. And we carefully monitored the Web site traffic to ensure the ads were working.

The resulting sales proved that targeted branding can make a huge difference. By the end of six months 40 condos had sold and the Web site was converted to a homeowners association site. Changing the brand was the major difference in the sales strategy and it paid off, by reaching out and speaking to a narrowly defined audience of potential buyers.

Our agency's secret weapon

2008-10-10T17:44:00.010-05:00

There's a media we've used to successfully brand and grow businesses for years, and most people don't even think of it when they think of advertising. Bus exteriors are an extremely visible ad for the money, reaching thousands of people every day and acting as a "traveling billboard" with a huge and vibrant message that's nearly impossible to miss. You can even "target" your audience somewhat, by selecting a specific route—it can run near a college campus or military base, or through a business district, or between shopping malls. Best of all, the cost of advertising on a bus exterior is substantially less than the cost of an outdoor billboard.

Keep in mind that, while they can be a great mass medium, one of the drawbacks of transportation-based advertising is that it is hard to target a very narrow group (women-only or a specific age group, for example). As a result, your ad may end up reaching a large number of people who are not prospects for the advertised product or service.

Here are 3 tips to remember if you're considering bus exterior advertising:
1. You can purchase a fully wrapped bus, or just one side.
2. You'll have to pay for the initial production, which is sometimes airbrushed by an artist and sometimes digitally created as a wrap. The artwork is generally good for 1-2 years but can actually last longer.
3. If you purchase one side, you should specify either door side or outside, and remember that they reach entirely different audiences.

Can't afford to market? Think again.

2008-10-10T16:54:00.008-05:00

The current economic situation provides an excellent opportunity to reassess your entire marketing strategy and consider how you can integrate free and low-cost marketing tactics to outshine your competition. When others have stopped advertising and marketing, you can take advantage of a less-cluttered environment to build top-of-mind awareness with potential clients. Any business can afford to market sensibly—all it takes is a little ingenuity.

Here are 3 free things you can implement immediately, whatever the size of your business, to supplement your advertising:

• First, advertise your Web site on every piece of collateral you have, from your business cards to your letterhead to your fax cover sheets to your invoices. I'm amazed at how many businesses don't do this. You're already paying to print them, so the added info doesn't cost a thing.

• Put a link to your Web site in your email signature. If you don't have an email signature, set one up! It's easy to do in Outlook and most other programs, and you should include your company name and contact info as well as your Web site link.

• Use your invoice and/or receipts to convey a marketing message. Program the message into your software and it will automatically appear every time. And change the message regularly so it doesn't become "invisible."

Use every opportunity to keep your business in the public's eye and when the economy turns around you'll be ahead of the game.

How NOT to design an ad

2008-10-03T11:16:00.012-05:00

Sometimes budgets dictate that you—a non-graphic designer—must design an ad, and nothing screams "Design Novice" like the following 7 design mistakes. Here they are, along with tips on how the pros avoid them.

1. Don't make your logo the main focus of your ad. Focus instead on a powerful and visible headline that speaks to a specific need that you can fill for your clients.

2. Don't use every font at your disposal. People who are new to design tend to want to use all the "cool" fonts at one time and this is a sure way to get people to skip right over your ad.

3. Don't be redundant. Write concisely and from the reader's standpoint, not yours.

4. Don't choose low-resolution or low-quality photos or graphics. Many a beautiful ad has been ruined by a fuzzy photograph or a stretched logo.

5. Don't try to fill up every inch of white space. A clean ad speaks much louder than a cluttered one.

6. Don't do exactly what your competitors are doing. It's better to be proactive with your own message, than to react to or copy the competition.

7. Don't change design styles with every ad you create. Consistently branding your business will pay big dividends over the long haul and your clients and potential clients will start to recognize your ads before they even read them.

For more help, here's a 5-step ad design formula based on the work of advertising icon David Ogilvy.

Don't confuse your brand with your logo—3 ways to build a strong brand

2008-10-03T10:42:00.009-05:00

Branding is such a misunderstood term in the marketing world, and hardly anyone agrees on an exact definition. A lot of people think that a company's brand is its logo. But a real brand goes much deeper than that. In a nutshell, branding is a combination of specific functions that are necessary to make your business successful. And these functions require a consistent, ongoing effort. When done properly, they will increase awareness of your business and build loyalty and trust—and this all translates to more clients and more business. Big companies spend millions of dollars on branding, and they guard their brands very carefully. But there's no reason that small and mid-sized businesses can't use the same tactics (without spending millions) to build brand equity. Here are 3 ways to build a brand for your business that will pay off:

1. Decide what you can do for your customers that your competition does not or cannot, and focus on those points in every ad you place.

2. Don't ever forget about customer service. Only employ people who can get on board with your brand and make sure each person knows their specific role in helping to build it. Once a client is ignored at the counter, treated poorly on the phone or billed incorrectly, you've not only lost that person, but everyone else who hears about their unfortunate experience.

3. Be responsible. This is one of the best PR strategies you can employ. Keep your promises. Follow through. Pay your vendors on time. Be a good citizen and get involved in your community. Ensure your clients aren't disappointed once your advertising gets them in the door.

Done correctly, your brand will:
• Deliver your message clearly
• Confirm your credibility
• Connect your target prospects emotionally
• Motivate the buyer
• Cement their loyalty

Main takeaway: a good brand that is consistently employed will most definitely impact your bottom line.

Get your news in the news—it's easier than you think.

2008-09-26T18:36:00.008-05:00

Public relations is one of the best tools around to market your business. A simple news release can garner literally hundreds of dollars or more in newspaper and magazine coverage. It's amazing that more people don't use this tool for their businesses, and it's easier than you think. My advice is to think like a reporter and keep the following in mind:

Reporters are always on a tight deadline. If you send a release about an event you have planned, don't send it two days before the event and expect to get covered.
Reporters get way too many news releases to print (or even read) them all. Make your release stand out, by keeping it to a succinct, one-page, error free and factual release.
Reporters write in the journalistic (Associated Press) style. Even if you don't know how to write this way, at least use facts and not fluffy and "cute" adjectives. They won't print them.
Reporters do not want to print inaccurate information. Check your facts and don't blame the reporter if you send the wrong date or misspell a name.
Reporters do not want to pick up the phone and call you for a missing detail. So always include the "5 W's": Who, What, Where, When and Why. Do include your contact info just in case they want more information.
Information you think is important may not be "newsworthy." Before you send a release, make sure it's information that will be relevant to people outside your business. If it's not, then chances are you won't get covered.

Thinking like a reporter will enable you to submit information to them that will actually help them do their jobs and improve your chances of getting your information in the news.

5 tips to help you create a successful email campaign

2008-09-26T17:36:00.010-05:00

If you're using e-marketing to promote your company, there are some easy steps you can take to improve your open rate. Here are five tips for creating an email that will merit opening:

1. Put the most important information in the top 1/3. Why? Most people read email in their preview pane. If the "meat" of your blast isn't visible in the preview pane it's more likely to get deleted before it's read. Try to get your call to action above the scroll.

2. Grab attention with a strong subject line. Rather than "Ace Staffing November Newsletter," try "10 tips for retaining top employees--Ace November News." Use the subject line to entice your recipients rather than to push an ad out to them.

3. Set up the important information as text rather than images. More and more programs turn off images by default and ask the recipient to click to turn images on, as a privacy protection measure. Even without the images your important message will get read if you set it up as text.

4. Make it easy for readers to get to you. Include a link to your Web site so they can find more information if they need it.

5. Keep it simple. Good clean design basics apply for email marketing the same as for traditional marketing. I've seen a lot of Web programmers who are terrible designers (and vice versa!) Solid, clean design and relevant content will help your emails succeed.

And please don't forget to include an unsubscribe link and your physical address every time you send an e-blast.

The science—and art—of buying a mailing list

2008-09-22T17:15:00.010-05:00

Literally billions of dollars are spent each year to send direct mail to consumers, and it's astounding to me how little R&D time is spent on the actual contact lists. Unfortunately, many businesses are unaware of how technology has advanced the science of creating a targeted mailing list. Whereas just a few years ago separating lists by ZIP code and household income was groundbreaking, now you can tightly profile your "ideal" customer and mail only to those who fit the profile. Want to reach people who are most likely to purchase a vacation home? There's a profile for them. Looking for people who buy tennis shoes online? There's a profile for them as well. Targeting will enable you to send fewer pieces (read, much lower printing and postage costs) and close more sales. So, don't search online for a company that promises to help you "draw a geographic line around your audience" and provide a mailing list. Seek out a consumer research based firm that can put your buyers right into your hands.

Is your e-blast an e-dud?

2008-09-11T13:24:00.002-05:00

Currently, 85% of all email is Spam. That means that your email marketing needs to fight hard to keep from being deleted or sent to a junk mail box. Frankly, there aren't a lot of e-blasts I've seen that really compel me to read through them. The best emails are sent to me from businesses or organizations that are relevant to me. I can tell you without reservation that I wouldn't be interested in an email from someone offering me a hunting lodge to rent in Wisconsin (true scenario). But expedia.com has me figured out, and when they send me a promotion for a weekend in NYC, I open it. They know I've traveled there before, using their Web site to make a reservation. That's what "relevant" is all about.

As marketers, our goal isn't "how many people can I possibly send my message out to?"—it's "how do I target my e-blast to a very narrow and specific group of interested people?"

One tip: don't forget to put the most compelling information in the top horizontal third of your blast, since 60% of business email users now use a preview pane to view their email.

Social networking—marketing's newest mega-tool

2008-09-08T10:51:00.009-05:00

If you're not using social networking—or don't know what it is—it's time to see how this popular new media can help your business. Online communities such as LinkedIn and Facebook have created a whole new genre of marketing. According to Wikipedia, the first social networking site, classmates.com, launched in 1995. A business network, LinkedIn's membership currently numbers 25 million including 750,000 leaders and senior executives from all Fortune 500 companies, and it's growing by more than 1 million members per month. It's easy to set up an account with any social networking community. Create a personal profile, start adding contacts, and be sure to include links your business Web site and blog. You'll soon start to see how people and institutions are connected and how they influence one another. Data quoted in the book PR 2.0 shows that Gen Xers (ages 25-41) spend about 35 percent of their on-line time on social networking sites and Baby Boomers (ages 42-60) spend 27 percent. This is a tremendous consideration and opportunity for brands to use social media tools as part of your PR strategy.

How to stop a reporter dead in their tracks

2008-09-03T15:34:00.008-05:00

Send a news release to your local media and what's the first thing they're going to do? If it's newsworthy, they'll likely go straight to your Web site for more information. That's when things can get dicey. If you want to be a great resource for someone who's going to write about your business, you need to make sure your Web site doesn't shut the door in their face.

94% of journalists surveyed expect you to have an online newsroom in the future, if you don’t already. This is a section devoted to providing background information and graphics that they can access at whim. The top five elements that should be included are:
1. PR contact info
2. Copies of your news releases
3. A searchable archive
4. Product information
5. Photographs and graphics (high-resolution, for print)

Accenture has it figured out, with an online newsroom that is reporter-ready.

3 tips for designing an integrated media campaign

2008-09-02T17:46:00.013-05:00

No matter how you feel about a particular marketing strategy—love e-blasts...hate telemarketing—there's no denying that the most successful marketing comes from the seamless integration of strategies and techniques. Here are some tips to help you create a multi-channel campaign that works:
1. Keep your message and design consistent. Don't try to be "all things to all people." Instead, advertise what you're good at and make sure every ad is a reflection of the overall campaign and of your business.
2. Lead your readers/listeners from one medium to another. Include your Web address on your ads, for example, and include a link to your newsletter on your Web site.
3. Run your ads concurrently. People are more likely to respond after seeing you in more than one media. Newspaper Association of America research shows that, among people who research products and services after seeing them advertised in newspapers, 67% use the Internet to find more information, and nearly 79% of them actually make a purchase following their additional research.

DIY Marketing

2008-08-29T19:42:00.016-05:00

They're back! Marketing workshops to help you learn how to do my job. If you've ever attended one of my workshops you know that they're packed with practical marketing how-to's that you can take back and put to work immediately. This one is limited to 10 people so that we can focus on the specific marketing needs of each attendee as well as cover new strategies that you may not have tried. You'll learn how to get media coverage without buying an ad, how to increase the number of visitors to your Web site, how to design an effective ad, which media will work best for your business and other information, tips and strategies that will pay for the cost of the workshop many times over. Sign up or learn more here. Hope to see you there!

Choose the right media—here's how

2008-08-27T17:44:00.008-05:00

So you have a marketing and advertising budget but you're not quite sure where to spend the dollars to get the best results. It's a common problem and there are a lot of choices. Here's a rundown on different types of media and how they work.

Newspaper ads – use them to reach Adults 35+ with a complex, detailed message or to advertise item and price.

Consumer magazine ads – use if you want to create, build or change an image. Magazines are highly specific in their reach, and are excellent vehicles for prestige products and image-building campaigns.

Broadcast TV spots– good to reach large, mass audiences. Not as effective for products or services that target tight, specific groups of people.

Radio ads – reach a narrowed segment of the population and hit them over and over again with the same message. Run ads frequently. It is best used to draw traffic into a place of business.

Cable TV ads – considered radio with pictures and reach small, narrowed groups of people with a single exposure within a chosen geography. Cable TV is a frequency medium, where the same message is delivered over and over again to a small group of people. It offers the power of geographic targeting.

Outdoor – designed to reach adults 18+ with a “reminder” message or “directional”.

Internet – offers fast, around-the-world access to information. A mass medium to reach all ages, all races, all languages of people who have Internet access. An excellent fulfillment vehicle.

Direct mail – will touch a highly targeted group of people within a specific geography as cost efficiently as possible.

3 things to do before you send a news release

2008-08-11T14:13:00.011-05:00

Now more than ever businesses are turning to PR to obtain media coverage outside of paid ads. The most common tool of public relations is the news release--a written communication provided to members of the media to announce information considered to be newsworthy to the general public. Please read that last sentence one more time before proceeding to the next paragraph!

If you're sure that people outside your company will want to know the information in your release, there are several things you can do to increase the likelihood of it getting published or aired. Before you submit your release to members of the media, make sure it meets these three requirements:

1. Just the facts. Write the release and then cut it down by about 2/3. Take out anything that isn't factual. News releases are not meant to be advertisements for your business.
2. Check, please. Proofread and edit it carefully--fix grammatical and spelling errors and make sure especially that dates, times, locations, phone numbers are correct.
3. Devil's in the details. Make sure your release includes who, what, where and when, as well as your contact information. Someone may want to write a story about your business once they read your release--make sure they can find you to get what they need.

Check the blog later for more information and tips on getting your business in the news. I'll be writing future articles on this topic.

New Media vs. Traditional Media: who's winning?

2008-08-07T13:15:00.008-05:00

With all the buzz about "new media," some businesses are wondering if they need to pull their newspaper and radio ads in favor of a blog and Internet banner ads. After all, newspaper ad revenues have dropped so much that the large publishers are laying off staff by the hundreds. Before you make any changes in your marketing budget, learn about new media and understand how it works. What you'll find is that new media--e-newsletters, blogs, social networks like LinkedIn and Facebook, online newsrooms, etc., can expand your reach to a whole new audience, and at the same time can give your exisiting clients new ways to hear about you and buy from you. On top of that, most forms of Internet marketing have such a small cost that virtually any business can incorporate them.

Here's an example of the successful use of new media: A large resort rentals client needed to fill vacation homes during a "down" market. An e-blast was sent to people who had previously rented and others who had signed up on their Web site. Within 24 hours of its distribution the eblast brought 600 unique visitors to the Web site resulting in 25 new bookings. That's the power of new media.

New media used in conjunction with traditional media can have amazing results. Just watch television commercials and you'll see that most large retailers use their ads to drive traffic to their Web sites. Bottom line, definitely get into new media NOW. But don't discontinue your use of traditional media. Use them together to produce tangible results.

Generate a higher direct mail response—guaranteed

2008-08-05T10:31:00.013-05:00

Market segmentation isn't a new term, but many marketers don't understand it and don't use it. Since first emerging in the late 50's, segmentation is one of the most researched topics in marketing literature. In simple terms, segmentation works because consumers, as diverse as we all are, fall into recognizable groups (sometimes called "clusters") with similar needs, desires and patterns. By differientiating the groups, you can aim your marketing and advertising only to the specific groups to which your company/product/service will appeal. Without it, you're using what I call a "shotgun" approach to blast your message out to the masses. My personal resource for purchasing cluster-specific information and contact lists is Claritas. Use it find out which groups are most likely to buy from you, use your services, donate to you, enroll with you. Then purchase from them a list of those people from any geographic market. Compare the lower cost of mailing to a smaller group of qualified clients to mailing to a giant list of everyone, and you can save literally thousands of dollars. Here's a great book to get you started.

Do your e-blasts meet the No Spam test?

2008-07-30T13:56:00.006-05:00

The ROI for Internet marketing is now $45.65 for every dollar spent, according to the Direct Marketing Association. With that kind of return, it's definitely a media to start utilizing if you're not already. But simply compiling a large list of email addresses and blasting them with information is a big no-no. For one thing, there's a federal law against Spamming. My recommendation is: use a third party that specializes in distributing mass email. But if you want to do it yourself, use a Web site like this one to make sure your blast is Spam-proof before sending it out. It's free and easy.

Incorporate "New Media" into your marketing--5 easy ways to get started

2008-07-30T10:54:00.016-05:00

Just got back from a trip to Destin, Fla. to speak to the Southern Public Relations Federation--what a great group of professionals to meet and present to! Thanks for your hospitality. The topic was using Internet marketing to maximize your public relations and marketing. According to The Neilsen Company, 220 million Americans have Internet access at home and/or work. There's staggering potential in using the Internet to communicate your message to potential clients.

So, how do you use New Media to reach these potential customers? By using new media tools--integrated media technology across different channels. You should understand all of the touch points of your media that can convert users and link as many of them together as possible. Here are my top five new media tools:
1. Your Web site--is it the same on-line ad you built several years ago or is it an active and working sales person for your business? Your site should gather contact information and store it for you to use; show you who's visiting/what they're viewing/when they visit; and be easy to find if someone doesn't know the name of your business.
2. Email marketing--I'm not talking about SPAM, but email marketing sent directly to people who want to get information from you. Again, not an ad, but helpful info that's easy to read and links back to your Web site.
3. Social networking--LinkedIn is a great networking tool! There are currently 20 million current members, with more than 1 million new members every month.
4. Online newsroom--journalists who want to hear about your industry and company are going to your Web site for information. Make it easy for them! Accenture does it right.
5. Blog--it used to be said that "every business needs a Web site;" now it's "every business needs a blog." It's easy to get started!

Email marketing gets personal—3 tips to make yours work

2008-07-18T13:39:00.012-05:00

Email marketing is so easy and inexpensive that anyone with a computer and an Internet connection can create a campaign. But not all eamil campaigns are created equally--or are equally successful. I'm a huge fan of Emma, the Web-based email marketing and communications service that we use create customized email marketing campaigns for our clients and our own company. Did you know that organizations using email personalization saw their order values increase an average of 57%?

To help you employ this cost-effective strategy yourself, here are three of Emma's Eight Top Tips for Creating a Successful Email Marketing Campaign:

1. Decide what it is you want your e-mail campaign to accomplish. Do you want people to buy a product or service, or do you just want them to go to your Web site and opt into an e-mail list?

2. Make sure your e-mail marketing campaign is consistent with your brand and message. That means making sure that your brand and your message and your goals extend all the way through from your e-mail to the signup page to whatever special landing page you've created for the event [or product] you're trying to promote through your e-mail. Also, make sure the design and tone of your email reflects the design and tone of your Web site, so there is an instant connection.

3. Engage readers right away with an intriguing subject line. The subject line is the most important sentence of your entire e-mail campaign. People are busy, so your subject line needs to intrigue your readers and draw them in. For example instead of using the bland subject line "February Newsletter," spice it up by having it read "Ideaworks August Newsletter: How Good Is Your Web site? Take Our Quiz and Find Out…" Check out a sample of our own award-winning e-newsletter here. Or sign up to receive it automatically every month.

Is your Web site doomed? 3 things to check

2008-07-17T16:56:00.013-05:00

There are some really bad Web sites out there. I run across them every day. I mean, I applaud businesses with a Web site. If you don't have one, you are REALLY behind the times. But just having a Web site doesn't ensure that yours is a site that people (your potential clients) want to visit.

There are at least three common Web site mistakes that I see that can easily be corrected. If one or more of them apply to your Web site, you probably should consider getting a Web overhaul. And if you don't think your Web site really matters to your bottom line, then consider this: According to Nielsen//NetRatings, in America there were 218,302,574 Internet users as of March of 2008--that's 71.9% of the U.S. population. And American consumers spend a whopping 15% of their day online. Your clients are online, and they use the Internet to research products, companies and services before they buy.

Common Web site mistakes that may be actually preventing new business:
1. You don't use your Web site to capture leads. A built-in contact form will gather visitor contact information from people who WANT to know more about you. You can use this information to send regular email or snail mail updates and promotions. By staying in front of your potential clients, you'll be at the top of their minds when they are ready to make a purchase.
2. The main information on your site is focused on YOU. Focus on what your clients are looking for and provide information they need and you'll build credibility and trust. Who cares about the "About Us" section? If someone makes it to your site, they need to find out if you have what they're looking for, instantly.
3. You don't know who visits your site. Nowadays if you don't use Web analytics to measure site visits and other data, you are missing out on important information that can help you save money by spending your marketing dollars on what works. And you can see what works by tracking Web site traffic and other data. Google Analytics is a free Web site tracking tool that can be added to any site. Get it and use it. You'll be amazed at what you'll find out about people who visit your site.

What I learned from the Geek Squad.

2008-07-10T16:00:00.008-05:00

While in San Francisco a couple of weeks ago, I went to a presentation by Robert Stephens, who formed the Geek Squad in 1994 with just $200. Today, there are more than 17,000 Geek Squad agents and his company is North America's largest technology support firm. Geek Squad (now owned by Best Buy) was built on two simple premises: the love of geek culture, and making every touch point of the tech support experience fun. Where does he recruit talent? He throws Kung Fu Film Festivals--he says that that's where the geeks hang out.

In the beginning Stephens handled his own marketing. He designed his own logo because he was "too poor to pay an ad agency." He took the most recognizable logo he could think of (STP®) and modeled his logo after it. He learned quickly that the best form of advertising he could utilize was also free: happy clients. His first company "car" was a bicycle. He modeled his business on the hospitality industry, not the tech business, and by doing so, he set his company apart with memorable customer service that continues to bring clients back again and again.

Obviously, Stephens had a good idea at the right time. That's what got him started. But I think he's found the keys to success in the service industry--positive client "touches" throughout every cycle of the client's experience, and a fun working environment that ensures happy and productive employees.

Two eye-opening facts for non-profits.

2008-07-07T10:55:00.007-05:00

We all know that gas and oil prices dominate the news these days, as do stories about the housing and mortgage crisis. With that in mind, it was encouraging to read a recent article in the Philanthropy Journal titled, “U.S. giving hits record $306 billion." The article cites a report released on Monday by the Giving USA Foundation™. Researched and written by the Center on Philanthropy at Indiana University, the study reveals that in 2007 Americans donated $306.39 billion. That represents a 3.9 percent increase over 2006 giving.

And despite the concerns about the U.S. economy in general, Del Martin, chair of the Giving USA Foundation expressed optimism about 2008 giving, saying that, “Giving seems to be somewhat recession-proof.”

So how are non-profits finding donors? In a recent article, Deliver magazine reported that non-profits predominantly rely on direct mail to reach their potential contributors. Data shows that every dollar spent on direct mail generates $16 in revenue--three times higher than the return for general advertising.

Giving is on the rise, and direct mail is helping to secure donors. Knowing these two facts will help non-profits confidently invest in marketing even in today's tough market.

Brand overhaul: the result

2008-07-03T16:55:00.009-05:00

Hot off the press - here's a peek at our updated logo and business card.

Marketing real estate--what's the latest?

2008-06-25T21:23:00.017-05:00

I'm writing this from San Francisco, where I've had the pleasure of attending PCBC 2008, a national conference for homebuilders and developers. I came here specifically to get a bird's eye view of the industry, one which our agency has worked within for the past several years. Some great insight was shared from John Burns, president of John Burns Real Estate Consulting, and CEOs of two of America's largest builders, Richard Dugas of publicly-traded Pulte Home Corp., and Bert Selva of privately-owned Shae Homes. Burns shed light on past housing downtowns and their cycles of recovery. It was encouraging to see that the historical data shows we'll be moving in the right direction again soon, albeit not soon enough for most of us. The clear message was that housing prices will continue to drop through the end of this year and into 2009.

Lessons learned from the builders: minimized debt and good financial management over the past five years are what will continue to help them survive. Both builders believe there will be mass consolidation over the next few years and that companies who didn't manage their cash well will have a hard time weathering the storm. Burns' advice is to build value oriented homes close to job centers. What are buyers seeking? Dugas and Selva say they work hard to provide the best customer service and to offer the best value for the money. I think these two things will help a lot of us as we too try to prosper in 2008.

Why didn't that ad work?

2008-06-20T10:40:00.010-05:00

Sometimes a client will want to run an ad in a newspaper once to "see if it works." It sounds reasonable: test the waters before spending a lot of money on multiple ads. But in reality, placing one ad is almost 100% guaranteed not to work. Why? In advertising, "frequency" is one component of a successful campaign. People just aren't programmed to notice that first, stand-alone ad (unless it's a full page, but that's another story). But start to repeat the ad without changing it up and people will notice it. Support that print ad with a corresponding ad in a different medium or two, and your response will improve even more. For example, a newspaper ad campaign supported by a couple of e-blasts and a direct mail post card. Or a billboard complemented by a radio ad campaign. Bottom line--don't spend your money on a single ad and wonder why it didn't work. Save your dollars for a few months until you can afford a campaign. You won't waste money on an ineffective ad, and you'll start seeing the results that a targeted campaign can bring.

We're getting re-branded

2008-06-12T14:05:00.028-05:00

We're updating our brand. After 13 years our brand has been "updated," "tweaked" and just plain misused. And as an ad agency, it's our JOB to create brands and ensure that they are cohesive, consistent and treated with reverence at all times. But alas, a review of our own ads, stationery, Web site and other marketing materials showed that we had a brand problem. The creative team noticed it first and debated on who should be the one to bring it to my attention. I had, after all, just made a presentation on branding to an area public relations group. And I was quite attached to our existing brand, thank you very much.

But we looked at our materials side by side and it became quickly obvious that somehow, sometime, our brand had gotten diluted. . . a different font here, a logo variation there, a new color scheme there. So we're doing a complete overhaul of our materials. I've gotten past the initial reluctance and am actually excited after seeing the new creative from our team.

Here's a tip if you're wondering about your own company's brand. Conduct a "collateral audit." Take every piece of collateral from your business and put it on a table and review it all together. Pull your fax cover sheet, notecards, envelopes, everything. If you can't tell that they are all from the same company, then you need a brand overhaul. Believe me, it's painful, but in the end you'll find that a cohesive brand will increase the odds of your business being recognized and remembered.

Check out some of our branding projects here.

Marketing during the tough times

2008-06-02T09:31:00.014-05:00

Who would have guessed that after a crazy period of growth we’d be seeing a slowdown at Ideaworks? I’m not really sure exactly when things started to turn—at the time it seemed like we all needed a breather here at the agency, and I assumed it was a rare “blip” on the radar screen. After all, our business had been rapidly expanding outward and we were serving clients from Texas to North Carolina, with new clients calling every week.

Then, suddenly, business began to slow down. It wasn’t that our clients were unhappy with us. We still got their positive feedback and they continued to send us referrals. But all of a sudden, THEIR businesses started slowing down. Their projects—once frenzied rush jobs—were now getting put on hold. Which started to impact us in a big way.

Luckily, our agency has weathered economic downturns, competition and even a devastating hurricane. We once even suffered through a dump truck plowing right into our building in the middle of the night. For twelve long months we shared one bathroom among us while construction ensued. So we know what hard times are! And I know we’ll make it through this slow period and come out just fine on the other side.