Oh, the PR/marketing profession is at it again, ladies and gentlemen, taking your lovely pure news and communication that you enjoy so much and turning it into a Frankenstein’s monster of marketing. asics chaussures They call it “brand journalism” and in a recent article in the Public Relations Society of America (PRSA)’s member magazine, one energy company that does it says “like other companies before us, we are out to tell our own story in our own way without constantly relying on the traditional media to interpret and distribute our news.” How nice. Different than blogging, this new perversity is where companies create stories about their industry or related subject matter that “enlighten, inform and inspire.” (which I read as shoveling corporate spin and BS 24/7). nike internationalist Some (like Coca-Cola) even try to create separate news channels of their own. (Sigh) Here’s the problem. It’s not disclosed that these stories are being mutated and created with a marketing/branding purpose, not a journalistic one and thus, it’s basically a ruse designed to hook the consumer (the fish) before they realized they are being hooked. timberland homme People as it turns out, aren’t that stupid. We as a profession can and should do better than deception like this by working with actual journalists, also known as “earned media.” Earned media tastes better because: 1. They (traditional media) have a channel already — no need to build one, which can be costly and fragile 2. They are TRUSTED far more than you ever will be (check the Pew Research numbers on this) 3. They have journalistic training, lack of bias and access to more sources than you 4. adidas stan smith Pas Cher They can tell a negative story, you probably can’t. Your “sunshine and roses” feed will lose to actual negative news every day and twice on Sunday. (again, check the numbers) If you’re going to do “brand journalism” and expect it to have any impact out there, I urge you to fully disclose the connection to any brands upfront. Journalism (you know, our free press) is still pretty fantastic and branding is wonderful, emotion-filled and amazing, too. But two great tastes don’t always go together like a yummy Reese’s.
How hard does your company make it to break off communications if the target is so inclined? It’s an important thing to consider in our current “all-you-can-opt-in” world of comms, right? You know, how we disengage with a target customer is just as important as how we engage a new one. It really can say a lot of our brand. adidas yeezy boost The genius minds of Apple realize that sometimes just quitting an application doesn’t quite work and thus they created “force quit” which we’ve all probably used while we were about to have a “unforced fit.” Comms needs to have a force quit too — something the target audience can use to disengage right now without any further discussion about it (that means no surveys no matter how badly you want to). If you’re a good e-mail marketer, you realize that we’re required by law (CAN-SPAM Act) to have opt-outs that are not just there and clickable, but actually enforced in a reasonable time frame. bottes ugg But I’ll go a step further and say that compliance with the law isn’t the only reason you should pay very close attention to opt-outs. First of all, they are feedback about what you’re doing and who is and isn’t liking it. Second, if you are a secure, non-needy brand, then you can artfully disengage with a target audience member and still be friends. asics gel lyte 3 No one has to cut up pictures of the other party here — you’re out, and it’s perfectly cool with us and we hope you come on back sometime. nike air huarache soldes Breezy, not needy. P.S. adidas homme – that’s how you get them to come back by the way.
Why do we do this crazy little thing called marketing? Behavior. Specifically sales-driven behavior and it’s not a crime to admit that. To be really good at influencing consumer behavior, you must first understand it (…grasshopper). First question, why do all human people do anything?
Desire. (Feel free to pause and go listen to U2’s Desire with those sweet, sweet toms and driving beat.) Ok, back to business. People from the youngest of ages want things. Immediate things like a Whopperito (yes, a Whopper and burrito combined – thank you marketing) or long-term things like education, love, security and peace. Now, we are not always completely in touch with the parts of our brain that want things to ask it why and ponder, etc. We just want them. Yep, we’re simple creatures like that.
Do you want to know how many marketing approaches I see being used that don’t even approach a deeply resonating emotional brand message that plays to human desire? Far. Too. Many.
With that in mind, here are a few consumer behavior tips for you:
- Make your marketing messages (about your stuff) lock into the audience’s true desires (their stuff) — get emotional with that brand because Lord knows they are.
- Understand that you can’t always predict human behavior — We still have the ability to surprise scientists and ourselves and no one really understands why. But you can still be closer than not taking it into account at all.
- Remember that too many choices stop the action — We’ve all been there. If it gets too complicated or too many choices are involved we shut down like that girl when she learned you still live at home. Possibly faster. Study this area and don’t bombard people with too much.
- Invoking urgency can be effective but it can also backfire and make the brand seem too needy. Do we need to do the dating analogy again? Who gets the girl? That’s right.
- Play the devil’s advocate — None of us like to be “sold” and you can be sure the objections in their minds are piling up like a car crash on the show CHiPs from the 1970’s. So beat them to it and deal with the objections in your messaging. People have been known to sell themselves, so just let them.
You see, behind the tactics — the advertising, press releases, promotions, social media channels, podcasts, white papers, viral videos, speaking opportunities and everything else — there’s a behavior that we’re looking to drive.
Yes, there are always steps (awareness, consideration, preference) to getting there, but make no mistake that behavior is the most important goal and “the why” behind everything we do for our organizations and clients. So do it right and do it well. And always respect and trust your audience’s ability to find the behavior you’re looking for in your brand as long as you’ve made that easy for them.
As we rapidly approach the end of 2015, one thing is very clear to me — marketing is changing and needs to change even more. There are still far too many brand crisis situations caused by lack of thought, lack of trust and lack of respect of the target audience PRIOR to the communication taking place. Ready, fire…aim does not work in communications. Trust in all pillars of society (government, business, organized religion) is at an all time low and baby they’ve earned it through their consistent lies and trust-destroying ways. nike air presto soldes nike air max pas cher Trust in the media has fallen too, but there’s still some fire left there (which is why public relations still makes so much sense as a marketing tactic to reach an audience). adidas homme When you look closely at most marketing programs from companies you see a daily/weekly/monthly checklist of stuff that has to be done usually because someone else thought it would be a good idea and added it to the list. asics femme pas cher They are devoid of actual human thought and strategy…and it shows. So with that, I present my Top 5 Marketing New Year’s Resolutions
- Make your message mean something to them — Know your audience, know what they REALLY want and with any luck your message can tie in there. Resist the urge to just talk about yourself. chaussure timberland homme You can be assured that no one cares.
- Stop interrupting people with your meaningless marketing messages — People hate it and now…they hate your brand too. Way to go! Instead make your products, services and messages so damn cool and interesting that they rival whatever you were going to interrupt in the first place. nike air max 2017 zwart Note: Unless it’s a puppy-based video and then you have zero chance of being THAT interesting.
- Do less — communicate less, but make it count when you do. air max 90 pas cher Destroy your current marketing checklist and make everything on the new one earn its place there. Don’t just do. nike internationalist Think first. adidas zx flux femme Then do.
- Zig when everyone else zags — watch what you competitors are doing and look for ways to NOT do that stuff, but instead do your own, much better stuff.
- Work to build trust every day and treasure it like money. Because it is more valuable than money.
I dream of a world where marketing serves people, helps them get the things they want and need and is used responsibly and strategically by organizations. I’m an optimist and I think we can still save communications from marketing.
Ok, I admit it. As a pre-teen, I used to play Dungeons & Dragons. nike air max There I said it. And…I spent many a late night hour huddled around a piece of graph paper rolling multi-sided plastic dice in the hopes that maybe a girl might find me worthy and scoop me away from this sordid and depraved life. (And spoiler alert — that did happen..once I learned how to play the bass and sing in a high school rock band, but that is another story for another time.) Back to D&D. One of the most fearsome creatures of the entirely made-up D&D world is the troll. Ugly, mean as hell, and as I recall can really take a beating with a +10 broadsword before finally dying. These days, there are new trolls to battle in the social media world (which can be just as geeky) and wikipedia says we’re looking for a human person, “who sows discord on the Internet by starting arguments or upsetting people, by posting inflammatory, extraneous, or off-topic messages in an online community (such as a newsgroup, forum, chat room, or blog) with the deliberate intent of provoking readers into an emotional response or of otherwise disrupting normal on-topic discussion.” Yep. Trolls are bastards. But if you want to remain the hero of the story, there are some ways to manage trolls in this imaginary world. adidas nmd femme And they are: Start with the mindset that all opinions are welcome and valued. Even if someone is intentionally trying to sabotage your brand, a little digital respect goes a long way. nike air max 2016 soldes Have a sense of humor. No one can make you (or your brand) feel bad without your permission, right? I find that handling things with a little humor can be the difference between a four-alarm fire and a puff of smoke. Don’t block or delete your way to freedom. Yikes, please tell me you don’t seriously think this is a viable communications option. bottes ugg pas cher Have the courage and the security to allow a spirited debate to occur on your post or your site. Again, there isn’t just the one opinion. adidas messi 2017 Don’t react out of fear or any emotion. Respond with clarity and from a secure position.
In a world where people are sitting around just waiting to be offended by something, America’s CEOs are getting used to apologizing. After all, the “Buck Stops Here,” right? The captain must go down with his/her proverbial ship as well? Hmmmm. But what if (I’m and just spit-balling here) the CEO doesn’t REALLY mean it? Gasp. Horror. Looks of shock and surprise. I mean, what if he or she is, you know, acting for business purposes. (not a class they teach by the way although acting for non-majors is a real thing) (Yes, I took it at Mizzou and so did Brad Pitt a few years before me.) True story. But I digress. A new Harvard Business Review article tells us that for a corporate apology to work, the CEO must (and I swear to God this is in the story) “look sad.” So if you’re a CEO who likes to smile, you had better get that crap under control when you apologize to the world for whatever it was that your company did. adidas superstar aliexpress Hey, I have a suggestion for corporate America. Mean what you say and friggin say what you mean. One of the big reasons Donald Trump is LEADING in the GOP Polls is his absolute refusal to be politically correct. And ladies and gentlemen, the world is THRISTY for the actual truth. Not the “looking sad” truth, but the REAL, UNVARNISHED TRUTH. So say it. I say ignore this wildly stupid HBR article and this type of advice and BE REAL. It takes courage, but as you can see, the world is changing and the “make sure you look sad” playbook is woefully and laughably out of date. nike air max 2017 pas cher Be like Dr. Seuss’ Horton in Horton Hatches the Egg when he says, “I meant what I said and I said what I meant.” The world wants it. chaussure adidas zx flux The world needs it. louboutin pas cher Because everyone else is just full of it. Yes, I’m looking right at you Roger Goodell of the NFL. But that’s an egg hatching (or laying) story for another time.
Ok, I’ve had enough and it’s time to set some things straight. I’m not quite sure how it happened, but this “personal branding” nonsense has got to stop. It’s way past time for the truth. If you understand anything about branding, actual branding, you know, the fun little concept invented by good ‘ol Procter & Gamble, you know that it’s fundamentally about emotion. It is not fundamentally about which friggin’ outfit you choose to wear today (for God’s sake). air jordan 11 I believe “personal branding” was sorta manufactured and co-opted by the HR profession and someone who should’ve been stopped before they cleverly concluded that people could market themselves in the workplace just like brands. The logic goes — if you REALLY want a job or want to keep your job you should really think about “your brand.” L to the O to the L. This would be fine if it were anywhere close to facts or the truth. As my company preaches from every rooftop and conference room, real branding transfers emotion from human beings and human relationships to things that have no particular emotional attachment – say companies, logos and other man-made creations. So if you engage in “personal branding” what you are literally saying the to the world is: “as a person I lack the ability to connect with other human beings naturally and must invent some clever way to do it and transfer that emotion.” In the immortal words of Dr. Evil, “Um..How about NO!” Please stop it. You are not a brand and you never will be. Actually, you as a human being are already BETTER than a brand because you have this little thing called HUMANITY – a built-in-from-the-factory way for other human beings to connect to you. It’s like Wi-Fi only you don’t have to pair with anything or enter a password. No branding is necessary. nike air max flyknit Branding is actually a step-down from your natural state. nike air max 97 All the things you NATURALLY have are the things that BRANDS want to have transferred to them, not the other way around. If you are misusing the term “branding” to mean “the perception you want to create about yourself,” that is just flat-out wrong. A more accurate term is your “image”, your “identity” or just you know, “you.” Why make it more complicated and use anything other than “you.” Sheesh! So please good readers, the next time you hear anyone talk about “personal branding,” please send them this link and make them stop. It is completely contrived BS that continues to cloud the waters of actual branding and the work we do in this area every day. Branding is extremely difficult 24/365 work that requires the perfect recipe of creativity and discipline in order to get the desired emotional transference effect. air jordan 31 I’ve adapted a little children’s story to help. nike flyknit Feel free to share with your kids or anyone who needs it. If you give a mouse some personal branding advice…. Stop it.
Like you, I observe the world on a daily basis and probably like you, I shake my head and say “Really?” a lot. chaussures ugg femme Regular readers of my stuff know that my company’s mission is to “save communications from bad marketing,” which is why I talk a lot about the bad stuff I’m seeing. But today I want to share with you a simple secret that if applied correctly will change everything about your marketing/PR program. adidas homme Ready? Trust and Respect Your Audience. I know, right? A vast majority of marketing I see (either b2b, b2c or B2whatever) lacks respect for the audience’s time, their opinion and their needs. ugg bottes And doesn’t trust them very much either. adidas femme soldes It’s needy, desperate, non-strategic and sometimes just stupid. So take your marketing program and ask yourself — do we respect our audience? Are we interrupting them from getting to something THEY want to see something WE want them to see (which btw has a terrible impact on YOUR reputation while you’re interrupting them). Are we SO desperate to sell something to them that we’ll program our ads and content to follow them around on the Web? Do we look at them like scientists view chimps pressing a button a certain amount of times to get a banana? A few recent examples: New 3D printing tech allows milk companies to show you if your milk has expired — LOL, or you could keep the price the same and just have customers rely on their eyes and tongue to do it. nike air max 90 homme See, dumb stuff is everywhere. Coffee company wants to have its baristas engage in conversations about race with customers — Really dumb. Customers want to get into and out of line as fast as possible. Respect that and keep that line moving. Giant online retailer hypes huge online sale day, but doesn’t make sure the user experience will be great — thus creating a giant PR nightmare and doing the exact opposite of what they were trying to accomplish in building the brand. A fine idea, but execution was poor and a great example of not understanding or respecting customer needs. Trust your audience and respect them. Make damn sure that when you choose to communicate with an audience that you are looking at it from THEIR side first. Do this and your “marketing” will be forever changed.
It’s been a week since the horrific terrorist attacks in Paris and all the talk in comms circles has been, “what is the proper response when things like this happen?” So I wanted to offer a few words about it. It’s also Thanksgiving next week and I think we can find an appropriate metaphor right there at the family table. When you’re little and you’re stuffing yourself with mashed potatoes (ahh the comfort), sweet potatoes, turkey and of course stuffing (named for the verb of the same name), it’s cute. yeezy adidas But sometimes, you would start talking while eating and your Mom would gently correct you by saying (all together now) “Don’t talk with your mouth full.” Because the animal flesh and vegetation you’re consuming should not be a wet and sloppy projectile on this great day of giving thanks. Marketers should heed Mama’s advice and actually just the first part. adidas femme Don’t talk. And this is really, really HARD for marketing and comms people because we LOVE to talk. So much so that we sometimes forget the single most important facet of human communications — listening. Far less sexy than talking, but infinitely valuable, listening provides a way to not only rest your larynx for a bit, but it provides that incredible golden sound of silence that makes people kinda miss your voice. nike pour homme pas cher When events like the Paris attacks happen, the world’s plate is pretty full. And at these times, the world doesn’t care about anything other than offering sympathy and support. Brands can do this too, but always do it with respect and honor, you know, like a real human person would —not a marketing idiot hell-bent on talking through the moment of silence. I mean, who DOES that? Here’s a good mental trick for marketing comms folks — During times of crisis just imagine YOUR message at a funeral. If you’re at a funeral and everyone is offering condolences and support and you scream out, “hey, want to really honor the dead? — just paint your nails with my awesome “wish you were still here but you’re not” black nail polish to mark the occasion,” Then you’re a bit of an insensitive a-hole. adidas ace When you do this on a global scale, you are officially a globally recognized insensitive a-hole. So don’t. Just….don’t. When the world’s plate is full, it’s not the time to do anything other than offer sympathy and support. nike air max thea soldes And if that’s too much, then follow your Mother’s advice and don’t talk at all.
I remember it well. I was in second grade and all of the other kids had left the classroom for recess. I had the opportunity to snag an additional Dums Dums sucker from my teacher’s bowl on her desk and no one would ever know. So I did. And, gotta say, as I can recall it was a great sucker. Cherry, I think, but possibly Watermelon. When the teacher came back, she noticed something was wrong and she asked me, “Scott, did you take an extra sucker from my desk” Boom. The moment of truth. A direct question and a choice. asics gel lyte v To lie or not to lie. I chose to tell the truth mainly out of guilt (a very powerful emotion), but it was the right thing to do. Since then, I’ve cut back on the Dums Dums suckers and I’ve dedicated my life to the pursuit of better communications. Better for people, for companies, hell, for the world at large. And believe me when I tell you that effective communications is designed to build something powerful. A currency that is worth all the Dums Dums suckers on the planet. timberland soldes Trust. Lying destroys trust without exception and without further delay. People and companies who lie get caught and then…well, you know what happens. Despite the giant smokescreen of many colors surrounding Rachel Dolezal, one thing remains. She lied. A lot. For a lot of years. To a lot of people. She said, “I think the discussion is about what it means to be human.” Not at all. adidas nmd The discussion is about you, a single person faced with a choice to lie or not, and…lying. And lying does what again, class? That’s right. Welcome to the land of no trust, Rachel. Montel Williams gets it and does a fine job explaining the real issues pertaining to the NBC Today Show interview of Rachel where more softballs were lobbed than a junior high PE class. I try not to work with people or companies who lie. Not for simply moral reasons, but also for business reasons. Lying or exaggerating is bad for business because it destroys the very thing my company is trying to build. asics gel quantum 360 Sure, the Cherry (or Watermelon) sucker will be amazing and you could probably get away with it.
There is true evil in this world, my friends. It waits in the shadows biding its time for the perfect moment to strike and inflict untold havoc on its innocent prey. I’m talking of course about marketing. (shudder) Think about it. Marketing has all but destroyed human communications as we know it. Don’t believe me? Here are some examples. asics chaussures Mankind invents the letter — marketing counters with junk mail and floods all of our mailboxes with untargeted, awful garbage — and that’s exactly where most of it ends up. Where is Wall-E when you need him? Mankind brings forth the telephone — marketing is there years later with telemarketing and is the single reason why most people have abandoned their land lines or don’t ever answer them. Also a big reason why marketers would rather introduce themselves as a male nurse rather than a “marketing professional” Mankind creates e-mail (you’ve got mail) — marketing, undaunted, is there with spam and entire new tools must be created and used just to keep it all away. Ridiculous. adidas superstar aliexpress Mankind designs the Internet and Web — marketing oozes all over it with unsightly banner ads, which are “re-targeted” at you until you either submit and buy whatever it is or block them from your screen (hating their brand all the while). acheter chaussures nike Mankind creates text messages — marketing is looking for ways in there, but hasn’t quite peed in that pool just yet. nike air max 2016 But just give ‘em time, right? Yes, irresponsible, awful marketing is responsible for the very breakdown of human communication and of course we have no one but consumptive culture and addictive ways to thank or blame. But, I will say, that not all marketing is evil and the difference lies in a simple choice. “Are you willing to risk your brand’s reputation and relationships to get sales in the short term?” If the answer is yes, you’re going to be moving over the Dark Side of the Force pretty quickly. If no, then you have the unique opportunity to do things better, to create better marketing that attracts people and doesn’t interrupt them. The kind that has credibility and trust and works hard every day to protect that trust. You’ll be one of the good guys.
Every great company is born from a great idea. timberland femme An idea that then takes shape as friends, relatives and resources are brought in until the new product/service/idea finally hits the market. asics france basket nike tn Ideas require strong communication or they can be killed at the earliest stages, before they really even get a chance to blossom. And in my experience, these critical early stages is when you want to bring in your public relations support. soldes nike air max pas cher Why?
- The communications strategy is as important as the product/service development strategy. First, there needs to be a strategic approach in how the new product/service/idea will come to market and that takes experience. nike femme solde PR can help figure out the moves and counter moves on the board that will set the company up for a successful launch.
- Deep, strong brand messaging is NOT automatic. Just because you have “a” message in mind, does not mean it’s “the best possible” message for the new product/service/idea. PR will spend a good amount of time here before anything is written or created to make sure that message connects deeply and won’t have to be erased time and time again, which is costly and pretty dumb too.
- Solid communications increases the chance of early stage funding and survival. Venture capital firms and angels appreciate a good pitch and that requires messaging help. ugg classic mini Not just explaining the idea, but really engaging audiences with a powerful story. If you lack storytelling skills (and many engineers do), don’t pitch until you’ve got that part handled.
- Media support builds credibility and trust. One in ten people believe businesses when they communicate, according to the latest Pew research, but four in ten believe the media (unless it’s Brian Williams of course). nike air huarache soldes Not great, but it’s the best chance you’ve got…so you’re gonna need them. And engaging the media isn’t easy in 2015. You’d better have your act together and that requires some outside help.
- Founders are often too close to objectively handle communications. I see this all the time. One of the very best reasons to engage PR is to avoid the “Emperor’s New Clothes Syndrome” where everyone is a “yes” man and you end up naked and embarrassed…and not in a good “oh those college memories” kinda way. A good PR firm cuts through it and sets the company up for success in the marketplace and you want some truth-telling abilities on your team in this game.
For these reasons and many others, startup companies need to take a hard look at their communications, their fragile baby brands and make sure they are making the proper investment with a darn good strategic PR firm. ugg bottes It will probably be more than you want to spend, (assuming that you want to spend close to nada). adidas stan smith But if you hire a good firm, your investment will pay dividends. Here at Robertson Communications Corp., we just love cool tech, biotech, musical tech and interactive entertainment startups. And we’re one of the good ones that adds value and gets solid results for our clients. If you’re a startup company or know one that needs these services, please contact us and let’s get to work.
Professional football fascinates me. It’s the strategy behind how to move the ball 10 yards (or more) and the myriad of options to do it that gets me. And of course it all comes down to plays. Having just the right offensive play called against the defensive opposition at just the right time to produce fantastic results. That’s the game right there. But sometimes, the plays have to change and that’s usually because the defense (which has its own plays) has figured out how to stop you. Lots of great parallels in marketing and I can’t help but notice how many companies seem to be running their offense from a very outdated playbook. nike air max homme So I thought I’d share a few plays that I see working out there. Old Play: Creating any type of staged media event on location. You know, it used to work and much better than simply a blank backdrop or logos. But did you see Hillary Clinton’s visit to the Iowa coffee shop? I’ve seen better facades on the Universal Studios Tour. And she was called out in real-time across social media for being “fake,” and big news flash, it was staged. Every. Single. nike air max 2015 Minute. Used to work…people are too smart now. The defensive has caught up. New Play: Being real. No staging or dressing because we’ve all seen the facades, the actors and when you insult our intelligence, we just know you’re full of it. Old Play: After something awful happens, you hold a press conference and apologize and explain what you’re going to do about it. Ok, this isn;t a lock to work anymore, but can depending on the situation. asics gel lyte 5 Ironically enough, the NFL ran this play last year with its ridiculous mishandling of the Adrian Peterson situation and got smoked for it. Again, fans live tweeting that they didn’t believe the apologies were sincere. (They weren’t sincere). nike air max 2016 soldes The defense caught up again and sacked them for a big brand and reputation loss. New Play: Again, be real. The audience is too smart, too savvy for your spin today so you probably won’t fool them. There is no substitute for real people behaving like real people. The defense can’t stop it because guess what, they’re pretty fallible people too…and deep down inside, they know it. Old Play: Interruption. Oh, how marketing LOVES to interrupt interesting things people are doing to stick in their much less interesting stuff. But, we are growing less and less tolerant of this thinking and the defense will start to block, limit and remove themselves from these messages (especially as more abuse occurs). New Play: Be as interesting or even more so than what they’re doing. nike internationalist When you look at what’s really working out there, you see that it’s a creative approach that entertains people and gives them what THEY really want. If you aren’t really analyzing (psychologically) what your customers want/need, then how do you even start to play on this field? And there are many more, but the point is, use the offseason to sharpen your marketing offense with some new plays and you might be able to move the ball a little better. …And use last season’s playbook at your own peril.
I recently had a lunch meeting with a gentleman who runs a private security and investigation business. His personnel, well, they mostly wear black and carry large guns. So, not surprisingly, we talked quite a bit about guns. adidas stan smith And of course, the subject of “gun control” was so much in our face that the monitor showing CNN provided an almost constant reminder that there are those among us who might not be trusted with such instruments of destruction. Because yep, they crazy. chaussure timberland homme We all know that guns are dangerous. But I submit to you today, that they have a lot in common with marketing & communications even though most people don’t really stop to think about it. Here’s what I mean. Belstaff Womens Wax Cotton Both guns and comms: Require training or bad things can happen — Guns are complex, lost of moving parts and you want to know how each part works before you discharge them. mu legend items online So gun ranges offer training and often require completion of these courses to even buy or own a gun. Same with communications — just because you can, doesn’t mean you should and it takes years (usually of making mistakes) before you really know what you’re doing strategically. Plus, communications deals with many psychological aspects of human behavior and you’d better have memorized the owner’s manual for the human brain before you tread into those unpredictable waters. Produce recoil that can damage the user as much as the target – Ever fire a large shotgun? Chances are, the first time you did, you got quite a shock as the weapon smacked backward into your shoulder or chest. That’s recoil. Guess what, comms have recoil too — it’s called unsubscribes, ad blockers and just general brand distaste. adidas stan smith Belstaff Womens Jackets Oh yes, if you’re the ad stopping me from seeing my Jimmy Fallon clip, then I pretty much hate you and can’t wait to skip you. If you’re going for anger or hate, by all means, please interrupt the consumer from the content they want to view. nike tn pas cher Here ended the lesson. asics france air max 1 pas cher Communicators, you are wielding a powerful weapon. Treat it as such. asics gel lyte air max 90 pas cher Protect your audiences and your brand from improper usage and protect yourself from the recoil of not being ready when you decide to communicate. Asics Gel Lyte V When you do communicate, use lots of planning, careful consideration and a friggin’ laser sight to make sure you’re protected from what you’re about to do.
A vast majority of business to business marketing/communications is pretty God-awful. One thing I see over and over is how many companies just stop after they’ve factually described what they do. As if that’s the sum total of who they are and why you should care. And the “here’s what we do” approach is almost always self-centered and doesn’t take into account the idea that a company could be more if they were doing it…for you. nike air max 95 Based on your needs, your wants, your expectations. And your little mental picture of yourself that a brand can help to complete. That’s the challenge. How do you take an ordinary company doing ordinary things and make it extraordinary? I do it by seeing it from the audience’s perspective and seeing just how remarkable this company could be in the eyes of someone else. asics gel nimbus 18 soldes That’s also known as “branding.” Real branding where emotions get uncovered and transferred and exchanged like saliva at a Greek wedding. nike dynamo (Yes, I’ve been to some from my Macedonian side of the family). (Lots of stories and some broken plates). Do that. adidas zx 850 Be that. Adidas Gazelle Soldes You’re not just limited to what you do — you can be that great solution in the sky for someone needing exactly that solution at that time.
Hey there gentle readers. For this week’s topic, I want to address a shift that I see happening in the marketplace and how it relates to marketing & communications professionals and our work. Simply put, there are many ways to make a company visible or increase its visibility with a given audience. Adidas Zx pas cher Some of them are:
- Advertising (Online, pay per click or social, TV, radio, print)
- Direct Mail
- Social Media
- PR (specifically media relations)
All arrows in the marketing quiver have pros and cons, but in my experience, public relations, involving the media in telling the story of a particular client delivers more than just visibility. PR delivers credibility and trust. It’s not perfect, “yes we WILL follow you right off of that steep cliff” or “sure, we’ll drink this without knowing what’s in it” type of trust. But it’s trust. Christian Louboutin Pas Cher Probably the best a brand can get these days. Here’s a couple of questions to think about: If a brand gets a story in the news, but it’s negative, you can score high for visibility, but actually you’d be better off if you did nothing rather than pursue this particular coverage. chaussure tn pour homme PR sometimes has risks involved. asics gel lyte 3 If a publication runs an awards program, but then makes participants/clients pay a fee to even be considered (ahem, New Bay Media with its new “Best of Show” NAMM Awards), without proper disclosure to the audience, is it really an award that’s worth anything to the brand? If it’s presented as “these are the best products of the show” but it’s actually a list of paid sponsors, will it work? And can you sense the backlash coming when the truth comes out? The reason you do PR is “trust transference.” Taking the trust the individual feels from a particular media outlet and transferring it to your brand or your story. And when it works, there is nothing more powerful in the arsenal.
As I was thumbing through a digital trends report the other day, I saw a giant pull quote that was interesting. nike free It said, the single most exciting opportunity for marketers pretty much worldwide is going to be content marketing. So if you’re happily swimming in the content marketing pool right now, what they actually just said was “hey we know it’s getting crowded, but we’re going to open the gates to a few more million people…and we’re not completely sure when they used the restroom last.” (Sigh) I believe that content marketing works. It is much better to attract an audience to your message than to interrupt their lives with it. But I also believe that said “content” must be interesting in order to work and rise above the noise in a pretty distracted world. asics france With that, I want to present a few tips on how to be interesting.
- Be Topical/Relevant — we are a society that follows the news and we always have. nike air presto Keep up and see how your brand’s message/story can possibly tie in. But don’t force it either.
- Be Different — if everyone in your industry does things a certain way, says things a certain way, then go a different way. It takes guts to be different and that’s something they don’t tell you in marketing text books because when you really do it, you’re standing out there by yourself and that can be strange and uncomfortable to a society of people taught from a very young age to blend in.
- Be Real — I say this a lot and that’s because the marketing profession as a whole isn’t real. Still hiding behind talking points and spin, most brands lack the courage to say what they really think. I like real brands and I find them interesting. Adidas Soldes Try it.
- Be Useful — You know like Thomas the Tank Engine who always tried to be a “very useful engine” Well, most marketers and brands want to be “a very loud interruption.” Help people and I mean honestly set out to help people. For example, my company wants to “save communications from bad/average marketing” and my posts are meant in some small way to help do that. ugg noir Offer advice and solutions — it will change your brand’s tone for the better.
- Be Consistent — Don’t put out a post and leave the conversation for several months. Think of your content as building something like a big LEGO spaceship. Every post, every comment is a brick. Make sure you’re adding bricks on a consistent basis.
One final thing — your marketing message will never be as interesting as many things out there including any pet videos, especially when they dress them up like people or movie trailers or news stories about robots and artificial intelligence. You just won’t.
You know, there is a curse that follows you around and tries to …..REALLY sell you. asics gel lyte And you picked up this truly unwelcome visitor just for visiting a web page to browse or maybe even buy something. nike pas cher And now…It follows you…forever…or until you kill it by changing browsers, blocking cookies or even the offending sites. adidas pas cher Yep, it’s a horror story alright and cooked up by the same devious masterminds who brought you pop-up ads, and “sponsored content.” It’s called “Re-targeting.” In case you haven’t actually experienced it, or did and just weren’t able to give this thing of hatred a name, it’s when you visit a site to browse or buy something, don’t and then ads about that thing seem to show up on every other site you visit. nike roshe run It’s not just bad, it’s the absolute worst marketing tactic I can name. asics nimbus air jordan 31 And we’re all familiar with telemarketing, right? In the “stuff that’s wrong with marketing strata,” the people who invented re-targeting should be ranked just below infomercials for the friggin’ Shamwow. Yes, that’s right, the Shamwow annoys me less. Five Reasons Re-targeting is Horrific:
- Annoying — It’s right there on every single site you visit, that thing you didn’t want enough to buy the first time.
- Creepy — Huge reminder in your face that you’re being tracked by marketing idiots and it’s creepy
- Needy — Back off, hot shot, I’ll let YOU know when I’M ready, k?
- It’s actually Anti-Marketing — Marketing is supposed to be about giving the consumer what he/she wants/needs and if we want it, we’ll friggin’ find it.
- Potentially Relationship Ending — If you bug me enough, I will be gone and make sure there will be zero chance of us ever doing business together. adidas nmd Dear marketer, I know you want all the golden eggs, but wait until the damn goose squirts em out, k?
My company’s mission is to save communications from bad marketing and that starts with all of us agreeing that relentlessly hitting a possible customer with an endless flurry of “targeted” ads is a very bad idea. I’m sure some will counter with, “hey, but they work.” And if you’re after short term sales and don’t care which potential customer relationships get ruined in that process, then yes,, Virginia, they work. nike air max nike air max bw But if you believe that marketing should be more subtle and relationship-driven, then this tactic has NO place in your quiver.
I’m in a band. Actually, I’ve played in one band or another consistently since high school (yes, there are many stories and tons of bad 1980’s photos). In my experience I’ve noticed that bands are (by necessity) surprisingly good guerrilla marketers. There’s something pure about winning fans in a skeptical crowd by just being that good and summarily entertaining the crap out of them. That’s real. Not that bands don’t use a myriad of tactics to reach people and attract them to their shows including posters, flyers. nike roshe run pas cher merchandise of all types, e-blasts, social posts, business cards and the hits keep coming. But fundamentally, bands attract people to follow them by just being great consistently. That’s it. That’s what you do. You show up and entertain people and if you’re great at it, people connect with that and will want to see you again. Some acts like the Grateful Dead, Jimmy Buffet and KISS are SO amazing that people “follow” them around the country, quit their jobs and dedicate their very existence to being close to the band’s music, its message and others who feel the same way. nike internationalist And you have to ask, what is it about these acts that creates this phenomenon? To me, it’s simple — they strike a chord in perfect mental alignment with the target audience (either by choice or by chance). adidas y3 And it’s powerful. Brands could learn a thing or two from bands on this subject. To me, the best brands focus on being great and helping you (Le target as the French say) complete a mental picture about yourself that you want to be true. Notice how it’s not about them talking about themselves and how great they are. nike air max pas cher Their success depends on making the connection with YOU. So we know that great brands don’t have to be overly needy. They can just be amazing for…you. Take my band, Five South. We play small sports bars and clubs here in Orange County, California and bill ourselves as “OC’s Most Wildly Immature Over-40 Cover Band.” Our band has fun. Our fans dance, laugh, forget their problems for a short while, have some fun with us—and that’s the experience they want again and again. It’s their experience, we just work there (temporarily). Here’s my challenge — take a look at the brand(s) you manage and ask, how can we become truly great in the eyes of our target customer? What mental picture can we complete for them that will help us build our following? Now…you’re starting to think like a band.
Gotta say that I like and at times have been somewhat addicted to watching NBC’s Trump-fest TV that is “The Celebrity Apprentice.” But the show indicates a growing perception problem I’m seeing in that people seem to easily accept the idea that “brand messaging” is so easy that pretty much anyone can do it and everything will be fine. ugg bottes For this season, both challenges have emphasized brand messaging and asked the celeb teams to “come up with” these things in a matter of a few days. L to the O to the L. They might as well ask them to perform a root canal, try a murder case or file a corporate tax return. nike tn pas cher homme Actually doing any of those things would be less dangerous than having people with little or no marketing education or skills try to do this work. When clients out there try to do it themselves, it’s usually pretty bad. In fact a lot of the terrible marketing we suffer through comes from the mindset of some companies that they possess the talent and creative skill set needed to develop brands. nike air huarache soldes They usually don’t. Because, as it happens, developing brand messaging requires three important things. adidas zx flux pas cher Education — you need to know what’s come before, how it did, etc before you jump into the branding pool. Branding pros steep themselves in this stuff 24/7. adidas stan smith Pas Cher Creativity — Yep. nike air max 2018 nike air max 90 homme It’s a jungle of bad marketing out there and if you want a brand to resonate, it better be built with some creativity. Business Acumen/Discipline — Things like research, data, understanding the entire business plan are really useful when developing a company’s number one most valuable asset. Now brands like Luvo, Pie Faces and Neat allow amateur night to take place because no surprise they get lots of air time and visibility for their brands. But, again, do not take this work lightly. adidas nmd femme Marketing guru Seth Godin said in his blog this week (and I love it) “Spend 10,000 times as much time and money on your brand as you spend on your logo. Your logo is a referent, a symbol, a reminder of your brand. But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.” We love celebrities, but let’s come back to reality. asics chaussures In my opinion, real brand creation, just like the law, medicine, accounting among other career pursuits, should be left to the professionals. BTW — I think Leeza Gibbons will probably win this season.
My band, Five South, (yes, Orange County’s Most Wildly Immature Over-40 Cover Band) just learned to play the popular song (with the kids) I Can’t Feel My Face. by The Wknd. nike air max 90 We joked, “I don’t know about feeling my face, but I sure as hell can’t remember anything anymore,” You know, old rock guy humor. But it’s true. And we don’t know why we can and can’t remember things. I use my LinkedIn password a lot,but just a few days ago, it completely escaped my memory. nike air max 90 It was gone and I have zero idea why or how that happens. The good news is, that the rest of mankind has no earthly idea either. Yet in marketing, our shared assignment is to “create awareness” and “change opinions” and “introduce new concepts” into the black hole that is the audience’s minds. And no one really understands it. Here’s an uber creepy example. It’s called the fMRI or functional magnetic resonance imaging (fMRI) machine. It can “see” what you’re thinking. Not really, but it can track the electrical impulses shooting through your brain like a Disney-inspired end of the theme park day light and magic extravaganza. (and without the huge crowds, too.) A new study reported in the Harvard Business Review says “If you knew that the brain patterns of only 30 people could predict the spending decisions of hundreds of thousands or even millions…” So we’re going to hook 30 peeps up to the electrodes and use their cognitive or behavioral decisions to base our lovely marketing campaigns and try to predict their behavior. LOL — Good luck with that! And if there was a way to make marketing MORE sinister and feared—congrats, they just found it. Here’s one thing I know for sure, mainly just from raising my kids. Human behavior is not completely predictable and we are all different — like snowflakes or the toys in the claw machine. I do applaud the effort though. nike internationalist Most marketing moves on completely ignorant and caring even less about the audience’s needs, wants, fears, etc. soldes nike air max pas cher Most marketing is about the SENDER first and maybe (if there’s time) we’ll get to the receiver. But usually not. Quick tip — Flip that. Here in the creepy-focus-group-brain-watching year of 2015, your marketing MUST be much more about the receiver than you or it has ZERO chance of working. And I don’t need a fMRI machine to see that. Just a little bit of empathy, trust and respect. Try it. You cannot always predict human behavior, but you can market LIKE a human being and have a much better shot at hitting your mark.
This year’s collection of Super Bowl Ads had us feeling lots of things. Humor with Liam Neeson’s Taken character spouting revenge over losing a mobile video game. nike tn Headwear Love with Budweiser’s Lost puppy finding its way home with the help of the truly awe-inspiring brand ambassador Clydesdales. Lots of powerful emotions being used to solidify brands. And just a quick review of branding, what you’re after is called emotional transference where the positive feelings you have at the end of an ad are transferred to the brand and thus, you “feel” that way about something for which you wouldn’t ordinarily have any feelings. nike air presto That’s the magic. Soldes Louboutin mu legend zen online And usually, it works pretty well. But there was at least one instance of emotional transference gone wrong and that was Nationwide insurance who aired a classic bait-and-switch style ad that had as its punch line the death of a child. Of course, the Nationwide ad drew immediate criticism with many questioning both the subject matter and the decision to use such a serious matter as fodder for an advertisement. chaussure adidas And no surprise it ranks near the bottom of the annual “Ad Meter.” The company said, “preventable injuries around the home are the leading cause of childhood deaths in America. Most people don’t know that. Nationwide ran an ad during the Super Bowl that started a fierce conversation. The sole purpose of this message was to start a conversation, not sell insurance.” But we know the purpose of branding is emotional transference and thus, be careful what you wish to be transferred, right? If that ad comes to mind when you think of the brand and it makes the customer uncomfortable enough to mentally turn the page to the next company, then I think we can see it as a pretty monumental failure for the brand. Lesson — ALWAYS think about the emotions you want to stir and want to transfer to your brand. It isn’t enough to try to make us feel, we must feel the right thing for the brand to succeed. And that’s called strategy. Here’s a link to the final AdMeter Results. The Nationwide “Boy” Ad was 46 of 61.
Unfortunately, we see it every single day. adidas pas cher Marketing. Even the word makes us cringe. And why? Because most of it isn’t worthy of being called actual marketing. timberland femme It’s boring, ordinary, mis-targeted and/or completely uninspired. Or what I sometimes call bordinary. It’s actually that condition that gives my company a reason for existing. To combat bordinary marketing in all the places where it may hide (such as my inbox under SPAM) and do my part to fill the world with better approaches that accomplish results and maybe in some small way repair the reputation of “marketing” for the true professionals out there who still practice it. (insert patriotic music, doves, etc,) Where does bordinary marketing start? To me, it’s always the message. If the message is bad/wrong, everything is bad/wrong and it stuns me how few people realize this. The good news is, once the message is fixed, everything can be fixed and better stories can be told, reinforced and shared about the company. 2017 asics Bordinary marketing isn’t just a boring b2b problem, either (although you do see it often in these approaches). But b2c marketing can be just as bordinary. Again, it’s usually an uninspired message that is the core of the corruption. But there is hope. asics france There are good, professional branding/PR/marketing firms and consultants out there who know stuff. And there’s really no technological or logistical substitute for knowing stuff. It shines through and creates marketing approaches that are worthy of being called “marketing.” The kind that doesn’t make you shake your head and and curse its very existence. Robertson Communications works hard to be one of the good ones, and there are others who wage war daily on bordinary marketing. If you’re a business owner who “doesn’t get all this marketing stuff,” then for God’s sake, team up with someone who does.
Throughout the course of my 25-year-career so far, which has included great jobs with industrial companies, big and small PR agencies, a very large not-for-profit trade association and now my own PR/Marketing company, I’ve noticed something peculiar. Now, while there are always a few exceptions, in general, I think people don’t take praise very well and I believe it’s because praise makes us feel just a little bit uncomfortable. Let’s look at personal compliments. If you compliment most people, odds are very good that they will try to talk you out of it. nike roshe run “Nice dress,” you say. “This old thing! It’s really nothing,” they retort. “Cool tie,” you remark. “Yeah, I hate this color. My wife picked it out for me,” they share (and a tad too much) Try it for yourself today. adidas stan smith Give out some compliments and see what types of arguments you get back. I believe that the only correct response to a compliment are these two words placed nice and close together. “Thank,” quickly followed by “you.” …And then silence. Glorious silence! That is a compliment exchange done right. But our praise exchanges rarely go that way and the argument about them creates a little bit of tension in situations that really deserved better. Now, let’s move to praise of our company, client or even our individual work on a project. A client was recently giving me a compliment on job well done, and for some reason that I still can’t explain, I kept talking about what I was going to do next instead of shutting up and enjoying the moment of triumph. Hmmmmmm I have a great self-image, strong confidence and I actually do usually say “thank you” and stop talking when people compliment me, BUT…here in this moment I was really uncomfortable with the praise and wanted to move on quickly. asics tiger I wonder why? Why is it so hard for us to accept praise and not deflect or deny it? Do brands have a tough time with this too? Sure they do. Why? Because most of them are run by oxygen-breathing humans. How can people and brands become more comfortable with the praise that experts say are the driving force behind why we do anything anyway? Or maybe it’s a mood thing and the resulting behavior could change depending on the subject’s mood? Some days, you might take that compliment, others you might slam it back faster than Rafael Nadal at Wimbledon. asics gel kayano In that case, how would companies and brands create some structure and rules about their praise-driven responses to offer more predictability? To be a great communicator, you have to first understand the human mind and these weird little things we do. In other words, there are no great communicators…only students. nike air max 90 femme But hey, that really is a nice dress.
As my regular readers know, my company is dedicated to saving communications from bad marketing. Oh, it’s out there in the form of interruptions to everything you’re trying to do like: answer the phone, read your email, watch a cool video of a dog dressed like a teddy bear walking on a treadmill or really any enjoyable activity that you like. It’s everywhere and it’s awful. But we tolerate it because, hey, that’s just the world, right. adidas ultra boost Well, I say be thankful for the great marketing we see. The brands that help us feel things, entertain us and enjoy the bounty of that respect for our time and our lives. Great marketing isn’t a war with tactics and conquests, it’s a dance with your audiences and must be kept in balance at all times. Here’s a few Robertson Rules to make any good marketing great. Respect privacy — It’s a relationship killer and always remember there is a positive and a negative side to any communication. air max thea Choose wisely. Sometimes the right communications strategy is to shut it, listen and learn something. Be real — in 2014, it’s not only just ok to be real, it is expected. asics pulse soldes If you have a corporate spokesperson that makes everything all “corporate-like” you are following the marketing playbook from at least a decade ago. It’s time for some new plays, right? When you make a mistake, admit it, apologize and move on — Man, how many brands have we seen this year step in it and then continue to dance in it until they are face down wondering what the hell just happened. Marketing is not a punch-list of things to do, it’s the art and science of listening to what’s out there, learning and responding in such a way that benefits your organization. Your punch-list just may be getting in your way of doing anything real or meaningful. I am thankful for my business, our clients and to be a part of this great profession of marketing/PR/branding (whatever else we can throw in there). nike air max 2017 goedkoop There are still some of us out here trying to re-write the rules and save human communications from bad marketing.
In my previous blog post “Anyone Can Call it Marketing” I talked about how Marketing is a very broad term and many different types of service agencies describe what they do as “marketing” so it can be quite confusing to business owners and clients. adidas femme soldes Today, I want to talk to all the “do it yourself” marketers out there. Truth is, we live in a world where many people believe they can do marketing themselves and thus, save a lot of money. nike air huarache soldes Sounds great, but so does that e-mail you get about receiving millions of dollars from an African Prince. Tools including the awfully-named “Constant Contact,” allow anyone to produce an e-mail newsletter and inflict it upon their target audiences at at time. It’s easy — honestly a little too easy, and really should come with a big warning. ATTENTION: IT IS ENTIRELY POSSIBLE YOUR TARGET AUDIENCE ISN’T REMOTELY INTERESTED IN WHAT YOU ARE SAYING. Just because you can, does not mean that you should. I call this the “Jurassic Park” argument because in the movie of the same name, they have a conversation about it just before the deadly dinos destroy everything and just about everyone. …But it works for marketing too. In 2014, great marketing is fundamentally about trust. If you haven’t built or earned trust, then why would ANYONE believe what you say, buy your products and services and tell others to do the same. asics basket Yet businesses everywhere spend their days blasting out ads, direct mail, brochures and a quiver full of other arrows (yes, including social media) without solving the most fundamental challenge: Do they really trust us? Why should they? What are we doing to earn their trust? So I want to launch a new e-mail service called “Occasional Contact” (patent pending) that tells business owners, sure you can do it yourself and this program makes it very easy…BUT then runs a little wizard that zooms over their preview draft and spits back things like: BACK OFF — Be considerate of your target’s privacy and aware of your own neediness and desire to communicate/sell. ugg australia If this is your 3rd e-newsletter this month, please close the program immediately. EASY, TIGER — Does your content provide any sort of value to your target audience or are you selling like a crazed Girl Scout outside of a medical marijuana clinic? REALLY? — Are you repeating stories because you are lazy or do you feel the audience was somehow wrong in ignoring them the first time around? From what I’m seeing, the world is ready for organizations who know how to pick the right window and deliver real value with their communications. Or maybe sending out communications in bulk should require some kind of license to make sure the power isn’t abused.
In the kids game STRATEGO (yes, that one from back in the day), often the game can be won or lost before the first move is even made depending on where you place your key pieces. adidas zx flux pas cher site Over the years, I’ve found this is exactly the same with corporate marketing and communications. If the first part isn’t done right, you’ve got problems. The first part I’m talking about is messaging or you know, the message. That little arrow in the 8th grade communication process drawing is still pretty darn important. nike air max 2015 Let’s look at Malaysia Airlines right now. nike air presto soldes So the company is pretty much going bankrupt because of their radio silence. adidas hamburg Now the right message could fix it and the wrong one or saying nothing definitely dooms the company. If I had this account, I’d recommend first being VERY proactive about the message, emphasizing the safety of the planes, the convenience of the routes, whatever they’ve got — use it. And then I would lean into and not away from the concerns people are having about the airline. Not facing your fears is a sure way to give them more power and help them come true. Most businesses I see have a message, but it’s not a very good one. soldes nike chaussures It’s a message that was constructed from the wrong perspective — the “me” perspective instead of the “and this is why your audience would remotely care” perspective. It’s a message that lacks emotion, connection and excitement. asics pulse soldes When I look at the marketing landscape, I see companies with descriptors instead of real messages that connect and motivate people to do the things they want them to do. asics gel nimbus chaussure nike air max If you are one of those companies, let’s fix it and give your communications activities a fighting chance out there. Having a busy comms program with many tactics isn’t the same as having one where the right message is delivered to the audience at the right time creating the right behavior.
Recently, I’ve been wrestling with the motivation behind both personal and corporate communications and their ugly, loud cousin, marketing. I had a conversation recently with another communications professional about the idea of whether it was possible for “communications” to ever be unselfish. basket nike And how you answer that question could very well determine your go-to-market strategy for your brand…and your success or failure. On one hand, humans, the building blocks of organizations that aren’t run by aliens, robots or house pets, are incredibly selfish creatures and we fight against our factory hardwiring every single day. bottes timberland pas cher People communicate because we want something. Could be information, could be goods or services, could be a feeling of connection, or to fill some need inside of us, but the act exists for a selfish purpose. Now, companies communicate because essentially they want something too. Could be attention, sales, market share, to tell their stories, defend their reputations, etc. But they communicate for a reason which has to do (either directly or indirectly) with helping themselves in some way. It ain’t really about you. nike air max 97 I believe that if communications is a bit selfish, then marketing is a like a giant pig at the trough. Asics 2017 Good marketing organizations are supposed to listen to the needs of the market and deliver goods and services to meet those needs better than anyone else. Lovely. But are they listening and responding because they actually care or is it a means to an end that ultimately serves themselves. Oh, you guessed it. So, in the wake of this realization that most of our communications are pretty selfish (sorry), what are we to do? We still want and need stuff and communications is a darn fine way to get those things. I think the key lies in the idea of respect. If you know you’re being selfish by interrupting someone’s day with your post, tweet, marketing messages, collateral, advertising, PR or e-blast, then temper that with enough respect for their time to make your message relevant, entertaining and useful.
The 24/7 news industry is obsessed with new stuff. adidas homme New products, new emerging stars, new scandals, new news. adidas ultra boost Hell, the word “new” is built right into “news” just so you won’t forget how new it really is. But when you’re all about new, it’s easy to miss out on things, really dig deep into stories and tell more powerful and meaningful tales. Let’s take movies and for example. Studios spend millions to create and promote them and they have about 2-3 weeks to get people’s attention before they are booted out of theaters and eventually to Blu-Ray and finally on TV in some form or another. nike air max 2012 There is a feeling that they are not as valuable as they move down this chain and that’s why you can find almost any summer 2010 blockbuster for $5 in the bargain bin at Big Lots. But is it true? Are things less valuable if they aren’t “new,” Is that the perception we’ve created and live under? And if so, what does that mean for YOUR company? Is your brand message centered around breakthroughs and having something new to play into this cycle or do you stand for something larger? Will you allow your brand to end up in the bargain bin? Yes, the media is obsessed with new, and to some degree we all are. But I urge to make your brand bigger, stronger and more connected than anyone’s particular “news” cycle. Like most things in marketing, there is no absolute right or wrong, it’s a choice that you make and build a strategy around to support the choice. ugg australia bailey button If you want to get your company off the brand-new news treadmill and start building something bigger that will last, call us for a free consultation at (949) 766-6789. Our proven methods will help you make a better choice and create a stronger brand foundation for your marketing and communications.
Let’s face it, most marketing messages are interrupting something great. You’re watching your favorite show or NFL football game and boom, unwanted, unwelcome messages. Sometimes funny or entertaining, but NOT the reason we’re there. Open your mailbox, there they are again. Inbox — well, Good Lord, to say that they dominate the content doesn’t even come close. How did it come to this? It’s because with very few exceptions, the profession of marketing and most marketers are wildly inconsiderate of anything beyond getting their message across at all costs. But you see, one of these costs is the actual relationship that you’re trying to form with the prospect. So you might want to tread carefully. And in case you haven’t noticed, society is REALLY starting to frown on and block unwanted and unwelcome marketing messages. nike pour homme pas cher And they’re getting much better at it. Society’s increasing lack of tolerance for bad marketing represents an amazing opportunity for those bold enough to take it. Here is my golden marketing sage wisdom. Ready? Stop interrupting people. nike pas cher 2017 You cannot win under that scenario. You are set up to lose. nike tn Instead, put your marketing messages out in the form of interesting content that people will choose to draw in. I’m a huge fan of public relations for this reason alone. Nothing you can send out yourself equals the trust factor and credibility given of a member of the media saying it for you. So while people are saying “the end of PR is near because now you can just publish content yourself so why do you even NEED the media? LOL. Good one. bottes ugg pas cher You need them because no one believes a word you or your company says. You have about zero trust (according to the latest Pew Research and who is going to argue with Pew?). Your lovely “content marketing” is seen as sales-driven awful spam by a world who is sick to death of being sold. It’s time for a better strategic approach and that approach starts with courtesy, empathy and looking at the target audience as a human being instead of a click-through metric. The new world is coming and it really doesn’t matter if you’re ready or not. nike air zoom pegasus Start your New Year off with changing your marketing strategy from interruption marketing to relationship-focused marketing and communications.