Trends and predictions were the big topics at the Mid-Atlantic Marketing Summit held in Baltimore a couple of weeks ago –– marketing experts sharing what they’ve seen in the ever-changing landscape of branding and marketing, both online and off, inbound and push. What was especially interesting to me was that for every new approach, there was a traditional approach that still proved effective. For every new tool or technology, brand strategy and marketing planning trumped tactics every time.
I recently read something that truly shocked me. And I am not easily shocked. Four words nearly guaranteed to get your email opened are “You Are Not Alone.” It’s known to bring an average open rate of 90%, often stretching to even 100%, and for a wide range of audience groups and subject areas.
I recently treated myself to an ipad. But what I find myself thinking a lot about is just how nice my buying experience was with it. Add to that, the fact that half the businesses we work with have, at one point or another, asked us to make them the Apple of their industry. A daunting request. But we know what they are asking for when they say it. They want to be a leader, to be different, to be about more than just exchange of services for renumeration, but mostly I think they want to be liked and successful.
It’s the end of August, often thought of as a slow time for advisors and consultants –– and, well, business in general, as people take vacations and prepare for school. Interestingly, this year, we haven’t really noticed a let up. Networking events have been packed to the gills, clients have been calling with new projects, and we all seem to be busy. Even some of the lucky few who have been able to get away manage to answer emails or take calls. One colleague joked that he wasn’t in a hurry for a proposal because he had one more day to collect sand between his toes (yet he responded to my email in record time). So we’re on vacation, but are we really on vacation?
We all receive them and we all send them. Some more than others, but for the most they are an integral part of conducting business on a daily basis. What are they? Emails! Emails are meant to engage, excite or inspire your current and potential clients but can have the opposite effect of what you were aiming for if you don’t follow some simple rules.
I walk into Starbucks and without thinking I place my order, a Grande in a Venti cup iced Starbucks Double Shot with two Splendas, non-fat milk, and room. I guess there is only one way to put this – I am a creature of habit! I know I am not alone; most people follow a daily routine and are creatures of habit. Perhaps you, too, drink the same coffee every morning, or you wake up every morning, read the newspaper, drive to work, read your emails, and then get on with the tasks you need to accomplish.
Company ABC is a tech consulting firm in the secure government contracting space that promotes a fundraising event for a highly respected, well run charity for rehabilitating soldiers injured abroad. The veteran owners and many of their clients care passionately about the cause, and the thousands of dollars they contribute directly impact those in need of immediate assistance. Their contribution fills a vast funding deficit and gives the charity a much needed financial boost. And, it serves as an expression of Company ABC’s brand. They pride themselves on their integrity, reputation and transparency, and their commitment to their clients, country and community is evident in their brand from the way they provide services to the way they demonstrate giving back.
Ten “can’t miss” dos and don’ts when naming a business.Choosing a business name is one of the most important tasks when starting, growing or changing a business. Not only is it part of that first impression you make among your audience, but it, along with your logo, is the heart of your brand. Your brand is all about how you connect and then are perceived – so your name needs to be descriptive, inspiring, and relatable, and needs to evoke positive feelings, or at least curiosity.
There was a great article on creativity in Fast Company magazine recently. It was written by John Cleese of Monty Python fame. The legendary writer, actor, comedian has become a well-known student and speaker on creativity and how to cultivate it. It’s a wonderful article that will get you thinking, and maybe even give you justification to let go a bit, as he cites the power of the unconscious mind being vastly important not only in creative matters but effective decision making in complex situations.
There are certain common questions that those who buy advisory services tend to ask themselves. Many are questions they will be too hesitant to ask directly. If you are not addressing these questions in your website, you might want to consider doing so. If you have an editable site built in a CMS like WordPress or Drupal, the fix is easy. Add content that addresses these concerns. One of the first things we do, when evaluating the effectiveness of a potential client’s website, is to ask these questions to determine a list of new content that might need to be developed.
As communicators, we like to think we don’t use jargon to describe what we do. We often counsel clients to avoid using industry jargon, referring to these terms unaffectionately as “weasel words” — words designed to make something sound like more than it really is. But the truth is, although we try not to, we, too, use jargon terms for some things. And I think the term “brand strategy” is one of those. So, let’s simplify things and define what a brand strategy is in practical terms.
I recently conducted a workshop on how important your brand is within the social media arena, particularly when your business focuses on selling a concept, service or other intangible. This particular workshop happened to be for churches, but they are not unlike many of the businesses we advise, who sell consulting, advice, conceptual services or ideas. Let’s face it, churches are probably among the most conceptual of all, promoting not only events and services, but an ideology.
