Great communication programs begin with the right expectations…
Come on, who doesn’t like a good parable? One my favorites growing up as a good Presby-Methodist boy in Missouri was the Parable of the Talents in the Book of Matthew. Belstaff Knitwear I will paraphrase for the modern audience encountering this post and resisting the urge to bail and watch a video of a cow spouting gibberish with a human voice (loved that video btw). adidas pas cher An angel investor has three tech startups and he remotely deposits some working capital into their PayPal for Business accounts “according to their abilities.” First startup gets 100 years worth of capital Second one gets 40 years worth of capital Last one gets 20 years worth of capital The last startup banks the capital, has no marketing budget and burns it all up in admin costs and making very ordinary products/services which don’t sell well. Boooo! The second startup has a limited marketing budget, delivers a 2X ROI and has a good run. Pants casual Not bad, brother/sister. nike air max 90 buy mu legend zen The first startup wisely invests the capital infusion into marketing programs (probably PR and brand-building work with an awesome agency partner like Robertson Communications :), buys more companies, invests money to make amazing products and services and delivers an amazing 5X ROI. basket nike So, the angel investor comes back and evaluates the performance. adidas zx 750 Guess who has earned the master’s favor kids? The moral of the story — If you want your business to succeed, invest a good percentage (like 20-30 percent) back into it via what we modern day prophets like to call “good marketing.” And if you have no marketing budget, you will be “weeping and gnashing your proverbial teeth,” which really doesn’t sound like much fun. Note: The Bible does not endorse Robertson Communications Corp.
So I watched the Golden Globe Awards last night. I don’t always watch it, but I’ve been pretty busy this year and so I wanted to catch up on my movies a bit. bottes ugg pas cher (Of course, i recorded it and watched it about an hour and half later so I could skip all the commercials and boring parts.) Hundreds of films are made each year and some cost hundreds of millions of dollars to create, produce and bring to market. I couldn’t help but find some parallels in the business world and so I’d like to share these quick marketing lessons that we can learn from Golden Globe caliber films. adidas pas cher Know What Kind of Movie You’re Making — Most good movies have a point. adidas femme Great movies however, have a single message and every decision made in producing the movie leads the audience there. adidas zx 750 The same is true with your brand. Everything counts and truly great companies focus everything the right direction to generate the intended resulting behavior. Have you ever seen a movie that can’t decide whether to be a comedy or a drama? Admission starring Tina Fey and Paul Rudd is a good example of this. louboutin chaussures It’s a pretty terrible movie, but mainly because it never drives you anywhere. There is no point and thus by the end you end up confused and really wishing you’d chosen a better movie. Vanilla Sky also falls in that camp for me. And both of these movies have “A” list talent and solid execution, but their messages are so messed up the arrow never makes it from sender to receiver. How often do we see this scenario play out in the marketplace? Takeaway: Spend time on your message (script). Be True to Your Vision — Every movie has a vision and there are challenges along with the way, but the ones who end up receiving awards for their greatness make the right decisions to stay true to their vision of the movie. In business, we have mission statements, vision statements, etc. asics chaussures but these things are meaningless without the daily commitment and discipline to stay true to the vision of the company. Takeaway: If you really believe in your vision, make long-term strategic decisions and not short-term stop-gap ones. Don’t Give Up…Ever — It’s almost cliche in every acceptance speech for winners to talk about their struggles and how this movie almost didn’t get made or collapsed at some point from lack of funding, interest or controversy of some kind. But winners don’t give up…ever. Business is never easy and nothing worth having is, so don’t give up and you may just be able to tell the tale of those hard times some day. Takeaway: Failures happen. adidas ultra boost Learn from them and don’t give up. Companies can learn a lot at the movies. Business and movie-making both involve compelling, focused storytelling. adidas chaussures But there’s usually a lot more riding on the execution of a business message than the cost of movie ticket and some popcorn. adidas superstar aliexpress I encourage you to look at your company’s script and make sure it’s Golden Globe worthy before you execute anything else.
Master showman P.T. Barnum is often quoted as saying “there is no such thing as bad publicity.” Meaning that as long as you are being talked about in some way, it’s a good thing. And as Oscar Wilde added years later, it’s better than NOT being talked about. Well, I do love the circus (and Irish plays), but I’m going to have to respectfully disagree with P.T. and Oscar on this one. Adidas Soldes And I’ll give you five instances were NO media coverage is better than bad media coverage. Better to have no coverage if you feel your company’s media coverage:
- Is inaccurate or false- Media make mistakes and if you’re not working closely with them on every single detail, those mistakes can translate to inaccurate coverage.
- Isn’t timely–A story inviting the community to your fundraiser that comes out after the event is pretty much useless. nike air max thea And that timeliness window is shrinking daily in our instant news twitter-driven society.
- Reaches the wrong audience–You may get a story and it may be accurate, but if the media outlet doesn’t reach the intended audience, this is still a PR fail.
- Is off-message–PR works to help companies clarify and crystallize their messages so when the time comes to talk to media, they come through loud and clear.
- Reinforces negative messages–Remember when Dina Lohan was interviewed by Dr. timberland pas cher Phil? Yikes. adidas zx 700 She got media coverage alright, but it simply reinforced all the negative perceptions about her that the interview was supposed to dispel.
So as you can see, not all media coverage is good. nike roshe run And when you analyze the reasons for involving the media in your business in the first place, you can see that media relations work is not as easy as it looks. Adidas Italia Outlet But when the PR stars align, media coverage can build brands and businesses, create powerful reputations, tell incredible stories and literally change the world. Jackets waterproof I think there is such a thing as bad publicity.
FOR IMMEDIATE RELEASE Rancho Santa Margarita, Calif, April 29, 2013 — Robertson Communications Corp, a strategic public relations/branding and marketing firm located in Orange County today announced that Gutzy Wear LLC, makers of an innovative new line of apparel and accessories for empowered singles has contracted the company for PR and communications work surrounding its upcoming launch. chaussures nike Robertson Communications will provide strategic counsel, writing, media relations and social media services for the startup company. air jordan 31 “Gutzy Wear has an incredibly powerful brand story to tell and we are excited to help them create and share it with the world ,” said Scott Robertson, president, Robertson Communications Corp. adidas superstar 80s About Robertson Communications Robertson Communications Corp. chaussure nike air max is a strategic public relations/branding and marketing agency based in Orange County, Calif. air jordan en soldes with the goal of helping the best music/sound, technology as well as B2B and consumer companies in the world get their unfair share of attention and win in the marketplace through superior communications.
RCC Founder/President Scott Robertson was recently interviewed by Kevin Price on the Price of Business on KTEK 1110 AM, bottes timberland pas cher part of the Wall Street Radio Network. adidas gazelle femme Robertson spoke about his first year of business as a new PR firm owner and also talked about Sweet, adidas ace a band that sounds a lot like ELO.
Oh, the pressure of a blank status update staring you in the face. If you’re managing a community on social networks for your own business or a client’s, this can be a real challenge because you always want to be engaging, interesting and possibly edgy/cool — but the reality is that your company or client doesn’t always have something to say. ugg bottes So what do you do when you feel this way? Well, here are five suggestions guaranteed to get you posting.
- Real-time research: All those comments and discussions on your page(s) are what the honchos call “real-time research/data,” and you can use those to spark new conversations because what do people want to talk about the most in the world — themselves. Believe it. Simply ask a question to one of your followers and allow them the opportunity they’ve been waiting for. As Picard would say, engage!
- Sawdust on the floor: Every company has interesting things happening every day, whether it makes the approved distribution list or not. BlendTec reinvented its entire company because an executive noticed sawdust on the floor — the employees were crunching up broom handles in the blenders. The rest is social media legend, but the big deal came from simple observation. See your company or client with new eyes. Where is your sawdust on the floor? What can you use to engage your audience today?
- Current events: Take a quick scan of CNN and/or USA Today, find yourself a current event and tie your company into it. But make sure you do this in a real way and a way that helps you communicate your messages.
- Get personal: Social networks are about people — real people doing real people things. nike air max 2017 Don’t be afraid to show some humanity in the quest to communicate your company/client message. This makes your feed more interesting, and that’s the currency you’re after in social networks. If you want people to know you, you have to let them in (I know, I sound like Dr. Phil), but try it after legal goes to bed. It’s fun!
- Use your media coverage: This is part of that whole integrated marketing thing. When PR generates a cool hit, you want to use your own social channels to share that with everyone who already semi-loves you. It sounds simple and obvious, but so does “rinse and repeat” and yet they print that on shampoo bottles. Don’t forget to use the bullets you have to load the gun. nike femme solde It amplifies the value of your media coverage, and you may get your followers talking about you and sharing your message that way.
See, it’s not as daunting as you thought. basket air jordan soldes We’d love to hear about other interesting ways you keep the content fountain flowing for your company and/or clients.
Yesterday, Nike unveiled a new ad featuring Tiger Woods with the message “Winning Takes Care of Everything.” Wow. Not surprisingly, Nike is taking some heat for this choice of words. I use it to illustrate that messaging is critically important to the success or failure of any communications campaign. asics gel lyte 5 Sounds obvious, but too many people rush to figure out HOW to communicate (press release, newsletter, video, social media, etc.) without first figuring out WHAT to communicate. I see it all the time. And that’s why I always try to bring my clients back to the WHAT, because in my opinion if that is off, then the rest is not going to matter that much and you might just do more harm than good. air presto pas cher (Yes, that is one possible outcome of choosing to communicate or not) What should Nike have used? Well, I’m no expert in their affairs (pun intended), but something more humble like “Redemption is Possible” or “Everyone Loves a Comeback” would have been my choice. Personally, I still think of Tiger Woods as an adulterous, conceited slimeball and his being ranked #1 does not fix his well-earned reputation for me. In fact, he actually reinforces the point that “well, no matter how I behave, you’ll still love me if I just win” No, not really. bags backpacks And certainly not in the same way we did when he first burst onto the scene. The message is just wrong. And this from a company who is VERY good at messaging. adidas powerlift 3 “Just Do It” has been ripped off from just about every organization, club or small business on earth. In fact, my old organization, NAMM (National Assoc of Music Merchants) just recently unveiled its new national PSA campaign with the slogan “Just Play.” The message REALLY matters. Spend time on it. Craft it. Test it and re-work it to get exactly the desired impact of your organization’s communications. And don’t be afraid to evolve the message as the company evolves. Just do so in a disciplined manner so the brand pieces all move together. Always happy to help with messaging and branding for companies that are ready to win in the marketplace. nike air max thea Caps Shoot me an e-mail or call me if you need some help. mu legend zen online Because there is something that takes care of everything, and it’s not winning, it’s having the right message.
The American Society of News Editors released its annual newsroom census today and found an unexpected acceleration of job losses. Roughly 2,600 full-time professional editorial jobs at newspapers disappeared in 2012, a 6.4 percent decline compared to 2011′s total, leaving industry news employment at 38,000. And just so you know, that’s down one third since 2000. Yes, math fans, one third of journalists that were working in 2000 are not there today. Take a minute for that to sink in. chaussure nike pour homme There are many reasons for the decline. nike requin noir or Changing news habits, the recession, financial stability of the medium in general, but as a working PR professional I see it as nothing but bad news for this country. I went to J-School at Mizzou and it was beat into my head that journalism is important to America. adidas zx flux amazon It is supposed to balance power between government, business, special interests, etc and be that “watchdog” to make sure these entities color inside of the lines. chausson ugg But now that watchdog, once threatening, looming, drooling and ready to rip your face off has been reduced to a toothless old hound – a mere shadow of its former self. Fewer newspaper reporters means less news coverage any way you slice it. nike soldes More syndicated stories and less time and effort to dig into the stories in a way that serves journalism’s true purpose. But maybe that’s just what the country wants since study after study shows how we are reading less, watching more and just “snacking” on news here and there. It’s worth noting that the idea of paywalls for exclusive content could possibly reverse this disturbing trend. Following the lead of the NY Times, the OC Register here in lovely, Orange County, is paving the way with its new paywall strategy. And the OC Register is hiring more journalists not letting them go. Well, this reporter hopes to see more new faces in journalism and soon. This country needs its watchdog to be healthy, strong and ready to strike when needed.
One of my favorite superheroes is Batman. Sure, he’s slightly unhinged due to the unfortunate way he lost his parents. adidas gazelle pas cher But Batman has weapons. First, he’s smart and typically just out-thinks the bad guys. Second, he has that amazing utility belt of gadgets, gizmos and toys designed to assist him in just about any situation. This is similar to marketing in 2013. Companies have big utility belts at their command. ugg australia classic Old standbys like advertising, direct marketing and the latest tech like social media content, optimized posts and mobile marketing. But nothing in the utility belts works like public relations. It’s the smoke pellet to the laser cutter or the explosive gel gun on the belt. adidas original It’s the thing that really works and really delivers return on investment like nothing else. But why does PR work so well. It’s simple: The majority of marketing is YOU talking about YOU in various ways. “Look at me, look at me — I’m different, I’m less expensive, I’m less filling and yet also taste great.” And PR is other people talking about you. USA Today says “Company X will change your life and make all of your dreams come true” Experts say that Company A is poised for a meteoric rise to fame and fortune that would make J.D. air jordan en soldes Rockefeller envious… In a world awash in spam, noise and clutter, third party endorsement whether it be from the media, analysts, experts, peers or someone from your social media universe, cuts through like a batarang. And that’s good PR — creating the ongoing relationships necessary so that other people (with influence) will talk about you in positive ways. Batman would use PR. Because it’s one thing to have a big belt of shiny tools. But it’s quite another to just get the job done with the right tool. Contact me and we can examine your company’s utility belt and see what needs to be on there and more importantly, what doesn’t. And I promise I won’t show up in my Batman costume.
One of my favorite movies of all-time is Tim Burton’s “Batman.” One scene has Nicholson’s brilliant Joker character standing atop a parade float and saying to the crowd. “Who do you trust….?” Then he makes an argument (free money) why they should trust him even though let’s face it, he’s the villain. Trust is in the news once again this week in a couple of instances directly related to the PR profession. First, we have a PR Manager from Activision in the UK who was recently convicted of defrauding the company out of £18,963 (approximately $29,000) and spending the funds on multiple shopping sprees, a luxury hotel break, and a bachelorette party. Even more troubling than the crime was Judge John Hillers’ statement during the sentencing. nike air max thea He said “What is surprising is that cases like this are happening more and more often in your industry. But this is not the place to explore the PR industry.” Umm…generalize much, there Judge Hillers. This stupid greedy act not withstanding, would you like to compare the ethics of the PR profession to say the Legal profession? Yeah, I thought not. …And apology accepted. Second, I saw a story today about a new search engine tool that combs over online news copy and determines if the source was originallly from a press release. Gasp! Like just saying that is a wholesale indictment of the journalistic integrity of a piece of news writing. nike cortez Give me a break. Good press releases, and I’m not talking about the kind that some companies use to boost their damn Google search rankings in less than seven minutes, are a useful tool for journalists to get all the facts for a news story. And news flash — they are written by PR people who usually were former journalists. in fact, the first PR people were hired by the Westinghouse Corporation straight from The New York Times. I’ll go on record as saying that just because a scientific or technical article was written from a press release does NOT mean it’s automatically false or some sort of slick marketing trick. Two very interesting stories here, but I’m really talking about trust. Who we do and do not trust is a decision we make every day. adidas tubular shadow Some people give it away freely, some lock it up like a medieval princess in a iron chastity belt, but it’s every person’s individual choice to trust. All you can do as a company or brand is be worthy of it. We’re Not Worthy, But Want to Be — Here’s three ways your company or brand can be worthy of your customers’ trust
- Be Honest — Um, don’t spend the client’s money on a bachelorette party is pretty much a given, but in all professions, don’t just be honest for them, do it for you.
- Be Real — If your company speaks like a overly sanitized corporate robot, cut it out. People don’t trust robots. And they’re right not to. Yeah, I saw Terminator.
- Be Open — This includes owning all mistakes, admitting all failures and sharing your deepest stuff with the people you want to trust you the most. nike air max pas cher That creates bonds. And not being open does the opposite.
In the age of reality marketing that we’re living in, trust has never been more key. Can you trust PR and their evil press releases? Sure, when PR is practiced with ethics.. Can you trust business? Sometimes, when they’ve committed themselves to being worthy of it. People, the T-word is the root of all relationships, personal and business.
FOR IMMEDIATE RELEASE: Robertson Communications Corp Signs Maker of Apple Design Award-Winning Music App Rancho Santa Margarita, Calif. adidas zx flux June 24, 2013 — Robertson Communications Corp. today announced that SuperMegaUltraGroovy Inc, developer of world-class audio applications including the Apple Design Award winning app, Capo, has become the growing agency’s latest client. air jordan future Robertson Communications will manage branding and strategic public relations work for the developer’s line of audio apps including Capo (http://capoapp.com) which helps musicians learn the music in their iTunes libraries more easily by slowing the tracks down without affecting pitch. “SuperMegaUltraGroovy’s apps are extremely creative, useful and solve many problems for musicians and audiophiles,” said Scott Robertson, president, Robertson Communications Corp. “We look forward to working with the company to hone its brand and connect its amazing apps with musicians of all skill levels around the world.” About SuperMegaUltraGroovy Inc. SuperMegaUltraGroovy Inc. is a world-class software developer that uses top-notch design with cutting-edge research to create world-class audio applications which include Capo, FuzzMeasure and TapeDeck. For more information about the company, interested parties should visit www.supermegaultragroovy.com About Robertson Communications Corp. Robertson Communications Corp. bottes timberland pas cher is a strategic public relations/branding and marketing agency based in Orange County, Calif. adidas zx 500 with the goal of helping the best music/sound, technology as well as B2B and consumer companies in the world get their unfair share of attention and win in the marketplace through superior communications.
The t-word is a big one in human relationships and I actually end up writing about it quite a lot here in this blog and discussing it as core issue of marketing and communications. Why? Because before a customer will buy from you, they MUST trust you. If you don’t have trust, you have zero relationship and probably close to zero sales (at least for the long term). Trust is one of the most misunderstood elements of a relationship and usually by the truster. asics gel lyte 3 I’ve heard, “well you have to earn my trust,” and then once trust is broken, you hear “well, I’ll never trust them again.” Here’s a big eye opener for you. Trust is always given away. Without exception. It cannot be earned and it is always within the power of the truster to choose to trust. I do, however, love the arbitrary systems the human mind can create to somehow justify the “earning” of trust. This many points, that many de-merits, yada yada etc. adidas soldes But make no mistake that they are rationalization engines created and implemented by the mind to ease the fear and uncertainty, and doubt, of trusting another person….or a company. adidas zx 750 Because trusting is scary. It makes us vulnerable and it’s risky. So if trust is just given, then how is a company to “earn” it. Well, that’s a tough one, but the best any company can do is to keep its promises, treat the customer fairly and be remarkable at whatever you do so as to create that passionate following. And tell your story well so everything leads back to that remarkable customer experience. The company’s behavior can’t be one thing and its marketing be another. They are connected. You can’t dump toxic sewage and have an FAQ statement that claims you are environmentally responsible. nike requin Marketing is good, but it’s not mind control and as we say at Robertson Communications: in branding…EVERYTHING counts. And that’s why branding is so hard to do correctly for so many companies. nike pegasus If you have questions about the core issues that may be keeping your company’s brand in conflict with itself, give me a shout. All you have to do is trust me.
Just saw this posted on Bleacher Report and had to comment. adidas zx 700 It’s a video selfie/ad for Mike’s Golf Clubs and apparently he “buys golf clubs.” I know this because he says it over and over and over and over again in the ad. ugg pas cher So, nike internationalist kaki not many points for style or creativity but the consistency/discipline brand judge gives ol’ Mike some high marks. Christian Louboutin Pas Cher Of course lower marks are better…in golf.
The word “crowd” needs help. nike air max 95 It brings to mind a few things for me: “Crowd”-ed rooms of people and/or zombies (I’ve been playing a lot of Resident Evil 6 lately) Going with the “crowd” = lack of individuality Three’s a “crowd” — never good There’s one in every “crowd” — one what? So if the word “crowd” bring negative things to mind, adding source to it really doesn’t help. basket adidas zx flux If I don’t like crowds already, why am I going to be excited about them “sourcing” my work or my clients’ work to them. I’m not. ugg australia pas cher “Crowdsourcing,” (or Zombiesourcing as I call it) the practice of companies putting creative projects out in the world for the lowest bidder with a supposed burst of creativity from all the various submissions, of course, is not new, but I’ve been reading some chatter in the PR community that “Traditional PR will soon be dead because in the future, all the work will be crowdsourced.” Buzzer. Nope. And here’s why:
- PR involves relationships (it’s the R word of the abbreviation) and I think companies will be unlikely to trust their deep secrets to unproven and often anonymous entities.
- PR is not a one trick pony. nike air max pas cher It’s a process, a continuum and bidding a bunch of projects out almost ensures a complete lack of message alignment and honestly, a logistical nightmare for the unlucky in-house person trying to wrangle this rodeo.
- PR can be a lot of different things to different companies and it’s complex. Sure, you may be able to explain a tactic in a brief to a “crowd” but getting the nuances of a strategic PR program is quite another thing entirely.
- PR often involves NDA (non-disclosure agreement) work and I don’t know too many companies that are willing to open the kimono for just any old “crowd” And doing so is a crime in 48 of our states.
- PR is personal. How well I know your business (personally) is really key to my success in helping your brand. Again, crowds aren’t personal…unless they are made up of zombies.
So in summary, zombiesourcing PR makes very little sense. It’s tactical, impersonal and honestly, you get what you pay for. We’re taught from birth that “crowds” are bad for some very good reasons. And adding more anonymous people doesn’t make a better marketing product, just like adding more bacon to your plate doesn’t improve your health. But I will say that adding more ammo to your virtual shotgun does help kill more zombies.
First off, I should admit that I sometimes watch the CBS show “Two Broke Girls.” Ok, now that we’ve purged that bit of news, I noticed that the season finale of said Broke Girls show featured our two lovely heroines (one of which sometimes jokes about doing actual heroin) engaged in a discussion about one of our favorite topics here, oh you guessed it, BRANDING. So if you’re unfamiliar with the show, the extremely attractive (it’s TV) pair of girls are trying to make it in New York City and their entrepre-business is a cupcake shop featuring Max’s Homemade Cupcakes. Nice. So in this episode, Caroline tells Max that all they have to do is get $400 for a branding seminar and their business is sure to take off. nike air max classic bw soldes Oh and this branding seminar is being taught by the lady who came up with “Just Do It” for Nike. So this intrigued me as I thought “are there people watching this who actually believe that going to a seminar on branding is the difference between success and failure for their business?” In case that’s a yes, let’s clear a few things up
- The minute you open a business, your branding has already begun whether you choose it or not. It’s not a light switch that you flip on when you’re good and ready
- Branding is not a magic wand that you can wave over a failed business and solve major operational issues like high rent, bad management, lack of other marketing or just plain human stupidity
- Even if someone from Nike is teaching you branding unless you’re also selling shoes and athletic wear, there is no guarantee the approach will be right for your business. bottes ugg pour homme Remember, the correct answer to almost any marketing question is…it depends. And it depends on YOU — your needs, your goals, your hopes/dreams/etc.
Actually, branding isn’t the Two Broke Girls’ biggest problem. They have the brand. They know their story and from what they show on the program, the business connects with customers the way it should. nike air max The issues they have are largely operational. But who knows, maybe they’ll fix it next season. nike air jordan soldes But you probably can’t wait to fix your business issues, so give us a call or e-mail and we’ll be happy to discuss how other TV programs continue to get branding wrong too.
Much has been written on the subject about how consumers buy things. We know that people are mostly emotional buyers with a superior rationalization engine to make them feel better about being emotionally driven. We also know that too much complication and too many choices simply paralyzes buyers and causes them to abandon both virtual and physical shopping carts faster than the NFL dropping Aaron Hernandez jerseys. As marketers, we want people to buy. That’s really game, set and match for marketers. So why, oh why do companies make simple things so complicated? Case in point: toilet paper. Have you shopped for toilet paper recently? If you have, you will notice the great variance of options that are available to you to essentially take care of our most human business. We have, double rolls, varying thickness and softness and of course giant packs of smaller rolls and smaller packs of giant rolls guaranteed to last longer. ugg femme france Yikes. It’s enough to make you want to stop eating and thus not require the product any longer. Smart companies make toilet paper. Large companies with smart people and surely to God they must have noticed how ridiculously complex this purchase has become in 2013. There is a great market opportunity for the company who says Hey man, here’s some toilet paper for you — and you don’t need a spec sheet and a slide rule to figure out what you need. I deal with a lot of tech companies and the challenge there is to make complicated things simple and understandable for consumers. asics gel nimbus 18 soldes It’s an art form, but it starts with empathy for that consumer and why they are seeking a particular product at a particular time. nike mercurial vapor ix cr se ebay Then it’s about getting rid of acronyms, hype, jargon and other stuff until you have a solid message that gets through and showcases what you want. If your message isn’t doing that, then it’s about as good as a double-mega-super sized roll of you know what. chaussure air max thea As always, I’d love to hear what you think and if your company needs assistance in making things simple and communicating better, we can help.
Robertson Communications Corporation, a full-service digital public relations, branding and marketing agency based in Orange County, Calif., today announced that it has been selected by The Gretsch Company, one of the music industry’s most prolific brands to spread the word about the company’s 130th anniversary and rich family history and tradition as a guitar and drum manufacturer. nike air max 2015 “It’s quite an honor to be able to work with living legends like Fred and Dinah Gretsch and the Gretsch family,” said Scott Robertson, president, Robertson Communications. chaussure tn pour homme “Good PR is about storytelling and this company has a rich, powerful story that goes back for five or six generations and has positively impacted the lives of thousands of musicians.” About The Gretsch Company The Gretsch Company was founded in 1883 in Brooklyn, N.Y. nike air max 2015 as banjo, drum and tambourine manufacturer. The privately held company, celebrating 130 years in business this year and headquartered in Savannah, Ga., has seen four generations of family ownership. asics tiger Gretsch products are currently sold in the United States and 112 countries worldwide. louboutin femme For more information about The Gretsch Company, visit www.gretsch.com About Robertson Communications Corp. Robertson Communications Corporation is a new digital public relations agency based in Orange County, Calif., which specializes in helping some of the best music/sound, technology and consumer companies in the world win in the marketplace through superior PR and marketing communications. For more information, visit www.robertsoncomm.com or call 949-766-6789.
For my Provisors professional networking group, I recently was asked to do a “Member Spotlight” and let the other group members know a few things about me and my business. I thought it might make a good little blog post too because hopefully the more you know about me and the way I do business, the more inclined you’ll be to engage my services should the need arise for yourself or someone you know. chaussure timberland pas cher So I framed the little presentation around 5 Interesting Facts About Me and here they are:
- Before I was anything, I was a musician — Growing up idolizing bands like KISS, Motley Crue, Poison and Guns & Roses, I really just wanted to be a rock star. nike tn Why? Well, I’d love to say it was to channel my creativity and express myself, but honestly…it was to meet girls. When I was a senior in high school my parents told me that although they supported my dreams, they weren’t going to fund the “Robertson Rock Star” plan. And thus, a new plan was formed — Advertising. goedkoop nike air max 2017 Specifically, heading to Mizzou to major in journalism with an emphasis on advertising and public relations. No, I wasn’t there at the same time as Brad Pitt and he actually left campus 3 hours short of completing his journalism degree — SO THERE!
- I moved to California because of the FBI — So after college, I bought a house and I needed some money to put on a cedar deck. So I took out a home equity loan from a company I heard advertising on the radio and that company proceeded to take my money and not return my calls. nike air max 2013 I wrote a letter to Missouri’s Attorney General and one day there was a message on my answering machine from the FBI asking me to come to California to testify and put some very bad people in jail — the same people who took me also took about 3-5,000 other people across the country with their scam so it was literally a federal case. I came to LA, did my duty on the stand (right about the same time the OJ murder trial was wrapping up btw) and just fell in love with the idea of living here. I sent a few resumes around and one of them stuck and I joined a PR firm in West LA doing high tech PR. After working for a few other firms, I landed my dream job of running Marketing and Communications for NAMM, the National Association of Music Merchants. I had an amazing run at NAMM, but eventually I wanted to start building something for myself.
- I opened my own PR/MarCom firm last year — I’ve never been afraid of change and going out on my own was a logical next step for me. Happy to say that I now have 10 clients including The Gretsch Company, Hello Music JamHub and ChordBuddy. I want my firm to continue to grow so I can make a difference for my clients and do meaningful, strategic communications work.
- I love the strategy of communications — I’ve always felt that marketing and communications belongs in a laboratory because it’s a constant experimentation with the right combination of messages, audiences and perceptions that makes it so fascinating. Marketing and PR work is about helping clients achieve their business goals and I love getting into the strategy behind doing that. It differentiates me in the marketplace too because so many marketing firms are tactical in nature and really never stop to think about what they’re doing or why. I really hope that changes because honestly it’s the most fun and most valuable work that marketing can do for an organization.
- In May, I will be celebrating 20 years of marriage to my high school sweetheart and my first band groupie. She fuels everything that’s ever been good in my life and is such a wonderful partner, friend and mother to our two kids who are pre-teen/teen now and as I’m told “the fun part” really begins. Bring it on!
BONUS FACT – I still play in bars and some parties with my cover band, Five South. If you’re in the Orange County area, please “Like” us on Facebook and come out and see one of our shows.
The New Year is coming fast, and with that, lots of companies are taking a look at their marketing mix and saying, “how do we make this stuff work better?” Funny you should ask, because I present to you, my list of things to expect when you’re expecting better results from your branding/marketing/PR. basket nike For better results, expect to/that:
- Re-focus on the message— Nine times out of ten, the problem lies here. Remember the old communication model — sender, receiver and a fun arrow that serves as the message. adidas pas cher If the arrow has a problem, the model doesn’t work. So look at your arrow very, very closely. Does it strike the proper tone to illicit the emotional response we’re after from the target? If not, time to re-craft and sharpen that sucker.
- Relationships take time — Some things in marketing just take time to develop. Are you giving your messages enough time to work? Are you expecting to be in the New York Times on your first pitch? Using the pitch analogy, you have about the same odds of hitting a grand slam home run on your first major league at-bat.
- Your goals should be clear — Do you have a good idea of what success looks like for your business, your brand? Honestly, it’s the hardest type of thinking we can do, and the most difficult, but also very worthwhile.
- Spend a little more of your time on this — I always say RCC can’t be the client and the agency for you. We need you. adidas hamburg We need you to engage with us and work on your challenges together. You will be repaid for the time your spend via better results and better communication.
- The world is changing, be adaptable in your approach — If you’re a non-profit, this morning, Facebook just added the button/feature that lets people donate directly to you. But you must be able to turn on a dime and implement this change quickly if you want to benefit from it. That’s the world today. Be well-read, be fast and be ready for the coming changes. asics france Don’t fall in love with platforms and tactics either. Better to have a great message and sound strategy in place that can take advantage of multiple tactics.
If you need help with your brand, your communications in this very challenging marketplace, call on the professionals at Robertson Communications.
Every once in a while, one of my FB friends posts a notice that while they want to remain friends with me, they do not wish to have their updates and photos shared with everyone else and if I would just highlight, click their name and uncheck a box, everything will be hunky dory. (I am paraphrasing of course) To these people and all within the sound of my digital voice, let me be super duper clear: Privacy…is dead. It has been dead all of my life (yes, since 1970) and probably long before that to be honest depending on how much you know about the NSA’s huge banks of underground computers tagging your phone conversations by keyword and marking any suspicious ones for analysis (that was in the 1960s btw) Sorry to digress there. Let’s talk about privacy today. Here are my top five proof points why privacy is dead
- Smile for the Privacy Invasion — Between satellites, video surveillance and personal smartphones, there are millions of cameras everywhere. A recent study showed that the average American is photographed in some way (with or without knowledge) about 8 times per day. nike tn Experts say that every day 2.5 quintillion (18 zeros) bytes of data are uploaded to the Web and that ridiculous number just increases daily. Yes, your stuff is in there too and you probably don’t even know it.
- Big Ol’ Data — All of your consumer behavior (you know, when you buy stuff) is tracked and analyzed by companies around the world. around the clock In fact, there is so much data, that there is a campaign going right now to educate and graduate more data scientists to analyze all of it. Yours is in there too and you can bet money they know more about you than your parents did while you were in high school. Facebook also just launched a new Graph Search which allows you to search your friends profiles (especially photos) by keyword and dig even deeper. Oh the joy!
- Spam I Am — Good Lord, can marketers kill good things or what? E-mail, once the pristine white beach of just messages you cared about from people you knew is now a dirty, dark, dismal oil-and-dead-pelican-covered wasteland that you must venture into each day and hold your nose through the multiple Viagra, online dating and used office furniture solicitations. timberland pas cher Don’t worry, they (the spammers) are currently working on ways to make texting and social media posting just as horrible.
- Vide-Oh Crap –– So all of those smartphones also shoot videos and soon watches will too — and bracelets, earrings and it will be James Bond-like festival of how many devices can possibly shoot video soon. These videos of something you (or your company spokesperson) meant for a like-minded audience can (and definitely will) be shared with the entire world minutes after it happens (depending on the area network and its download speeds)
- Internet Everywhere = Privacy Nowhere — It’s a tradeoff, but hey that’s the world you live in. For example, your awesome smartphone — it’s a GPS capable of both finding super tasty frozen yogurt near you and tracking your every move with (and sometimes without) your knowledge. asics gel lyte 3 I accept the fact that my information is out there because I love the ability to get the Rams game score in the church parking lot. (God likes that too).
So privacy is dead. It’s an illusion that makes people feel better thinking it’s there but really hasn’t been for a very long time. adidas y3 boost So I say, accept it — embrace it and say — hey, my information, photos, videos and of course all of the junk I post is probably being shared by millions of people I don’t know and that’s…ok. The generation before us lived their lives thinking they had privacy, but really didn’t either.
One of the key practice areas in the career path of Public Relations is called Reputation Management. Simply put, it’s about helping companies and individuals create the best possible representation of what they offer to the world and keeping track of it on a regular basis. the north face fleece jackets on sale A slew of opportunistic companies now claim they can help client safeguard their online reputations by getting comments declared legally libelous and then systematically having them removed. nike x fragment They call it “the world’s first systematic program for removing slanderous web pages from popular search engine indexes.” And all for the low, low bargain price of $7,500. Awesome. adidas yeezy boost So a couple of things. adidas superstar 2 femme One of these companies is called “brand.com” and in my probably libelous opinion, they have very little to do with actual branding, more like a “cleaner” who disposes of the dead bodies so they don’t stink up da joint after the client has committed a gruesome murder. And they have even less to do with reputation. You see class, reputation is about, you know, behaving appropriately towards your customer and (wait for it) earning a positive reputation through those acts. adidas hamburg Going through with a big magic legal eraser to all negative comments about your business that could show up in a search engine is a Camelot-like existence that does not closely resemble…reality. What’s next? Erasing bad editorial reviews? Where is the line? Ironically enough, the reality they are erasing is very reality that their customers crave. If I see an unflawed business with a perfect record, I immediately don’t trust them because that is not possible (given that human beings are probably in charge). Adidas Zx Flux MUCH better to let your customers see your flaws and deal with them honestly then to scrub them out like blood stains on the digital carpet. So if branding is creating an emotional connection between your customers and your organization and reputation management is the process of building up those relationships over time, what is removing negative comments but another way to cover things up and be false in a world that thirsts for honesty (and really doesn’t trust your business to begin with). My advice is not to erase your slanderous comments, but to deal with them and in doing so, become a better business for your customers. nike air max 90 femme That is real reputation management. Does your company have the courage to be real in an artificial world full of services like those offered by brand.com? The reward is great for those that do.
Google recently announced that it would soon be able to show users’ names, photos, ratings and comments in ads across the Web, “endorsing” marketers’ products. Facebook already runs similar endorsement ads. air jordan future It’s now time for the marketing lesson that I like to call “boundaries.” Why does social media work in the first the place? Well, simply put, it’s because your social network is/was a place where you could block out the message you don’t want (ie. marketing) and let in the message you do want (photos of my Mom in Florida at the beach or keeping track of my brother in Texas). Now, with this “minor” update, Google will proceed to serve me up targeted ads and endorsements by those closest to me. And I get it — Google wants to monetize all of this personal data in some way and keep the marshmallow-creme-filled dream that is its existence rolling right along. Here is the problem I see. ugg prix france You have to ASK for endorsements and specifically disclose how they could be used because in the digital age, context is the difference between appropriate and not so much. Maybe I was buying some toenail fungus cream online for a family member and I liked the shopping experience so I said something about it on Google+. Does that give that company the right to use what I said to promote its product directly to my contacts? Not in the least. Let’s put it in fairy tale/moral of the story type terms. adidas y3 So Google has a big fat goose that lays these really cool golden eggs. asics chaussures Things are rolling along, it’s selling tickets for people to watch the goose lay eggs. nike x fragment Occasionally it cashes in an egg or two to meet its expenses. What could go wrong? Greed and stupidity mixed = Greedpidity. Google’s greedpidity makes it say, “I like how things are going, but I’m greedy and impatient so I wonder if I could cut open the hen and just empty out all the eggs at once” Yes, sounds good. Let’s make a “minor” change, do that and see what happens…. If anything could open up opportunity for other players, it’s the greed and stupidity of the current batch. And here’s a quick marketing lesson for Google — the only way endorsements work is if they are (wait for it) REAL! If I see my image used to market anything and I don’t believe it, I’m going to go out of my way to correct the problem and that will give the marketer the exact opposite reaction they were seeking in the first place. So, to review — endorsements must be approved in context by the endorser to have any real value as part of a marketing strategy.
You know, there are rules the national news media follow re: technology-based stories. asics france Typically to be covered, a product must be:
- New, as in never been discussed before
- Novel/Relevant to the audience
- Available to a national audience
- Affordable for a national audience
Yesterday, Elon Musk’s announcement of his “Hyperloop” transportation system had almost none of this, but let’s review point by point:
- New — Kinda. He’s talked about it before in more general terms
- Novel/Relevant — Roughly more than a concept drawing and an idea, this story has zero value for anyone
- Available to a national audience — Nope and won’t be for many years…if ever.
- Affordable for a national audience — who knows, there is nothing there.
So then why oh why would so many news outlets including USA Today, CNN, NY Times, LA Times, Chicago Tribune, Fox News, Associated Press, etc. adidas stan smith cover this amazing “vaporware” announcement and break so many of their cherished rules. goedkoop air max 2017 It’s because of audience appeal. nike air max 2015 Don’t forget the news is always in the business of attracting the attention of the reader/viewer and this particular “news” story really delivers. This story appeals to something very powerful for almost all of us — our desire to see just a glimpse of the future. We want to live in that world or know that we could be at some point. nike air max thea soldes So we have a sci-fi news story with no real details or actual news in it masquerading as a legitimate news story, yet we have a story with almost universal appeal. The lesson for all the companies out there is how do we tell a compelling story bigger than just what we do to the national news media? How can we capture the imaginations of millions and amplify our messages just like Musk did with Hyperloop? It’s both a challenge and an opportunity.
A recent Forbes article stated that “Firms and individuals should hire a public relations agency when they want to protect, enhance or build their reputations through the media. nike air max flyknit A good agency or PR practitioner can analyze the organization, find the positive messages and translate those messages into positive media stories.” So….traditionally, a very large portion of PR work has been about helping clients make news. But what is “newsworthy” is always a very interesting subject because like many things in marketing, the correct answer is “it depends.” That said, I thought I’d put down some key attributes of news in the 21st century. Before I start with that, I just want to differentiate between the tiers of news. asics gel lyte 3 News stories and the media have a sort of understood tier system that kinda mimics Maslow’s Hierarchy of Needs (see photo). bottes timberland As you can see news feeds our most basic to our most involved needs and there’s an order to it. nike free run Tier 1 — Violence and Life-threatening, urgent news like fires, natural disasters, some crime stories, major political stories usually involving violence and of course….Lindsay Lohan. Tier 2 — Voyeuristic News — Other celebrities, things involving large sums of money changing hands, economic news Tier 3 –– Lifestyle news, human interest stories Now the majority of PR-driven news falls into Tier 3 because if a client is making “hard” news, it’s rarely good news for the agency working on it (aka crisis communications). So in good ‘ol happy Tier 3, here’s what makes that news work.
- Timely — with the instant news cycle of social media, it’s even more important to have the right story at exactly the right time.
- Relevant — And again, this is very subjective, but the story must have relevance to the audience. Sometimes it’s by geography, sometimes by common interest — but an editor is always thinking of relevance for the content they are producing and you’re hoping to be a part of.
- Value — If relevance is the “fit” of a news story, then value is what the audience will take away from it and there should be some. chaussures ugg pour femme Too many clients have the great desire to talk without thinking about why the audience would ever care to listen. Very important to think about that.
PR agencies can be your best friend in terms of analyzing your organization, finding your positive messages and then turning those messages into positive media stories that reach your key audiences. If your company would like help in this area, give us a call or send an e-mail.
Here at the beginning of this New Year, I’ve seen quite a bit of coverage about reviews and how they are used by consumers to make purchase decisions. A study recently came out from PR giant Weber Shandwick and KRC Research about consumers purchasing electronics. ugg australia cheap mu legend zen Among the findings were: On average, consumers read 11 reviews before making up their minds on products. mu legend redzen online Now these can be professional reviews written by technology journalists or reviews from fellow consumers. nike air max femme In fact, the survey goes on to say that consumer reviews actually trump pro reviews for most categories in terms of influence. ugg pour homme Finally, it says that consumers TRUST the reviews they find on popular websites as follows:
- 84 percent trust Amazon.com reviews
- 75 percent trust Best Buy
- 72 percent trust Consumer Reports
So what does this mean for these companies marketing-wise? Does it that mean that CE companies should now work to encourage more consumer reviews in order to increase sales? Better yet, should they try to post content themselves under different names to populate sites with more positive consumer reviews? Um, no. Actually, make that a big Hell no! As a communicator, this survey says to me that product reviews are more complex than ever requiring a multifaceted strategy involving pro reviews, monitoring consumer reviews and engaging with consumers about their experiences in a real-way on whichever platforms the consumers are using. duvetica uk sale I mean, is there ever a better time to engage with a customer than when they take their valuable time to post something (positive or negative) about your company? Just a word about negative reviews too. They happen to everyone at some point. And I really like what Washington Redskins rookie QB recently tweeted “I thank you for the praise; and I thank you for the criticism too” Wow! Now that’s someone who is great, but wants to be even greater and he knows by embracing his critics, he can be. timberland 6-inch premium Honestly, it takes a lot of self-esteem and security to step out like that because no one likes criticism. But constructive criticism from customers can make your company better, your products better and your relationship with your customer much stronger. timberland pas cher ASK for reviews and feedback — and however it comes back, use it to your greatest advantage.
Ah, the visual Web — news feeds with bigger pretty pictures and less of those annoying WORDS that you have to read and comprehend. Does it feel to anyone else like our culture is moving toward a sort of sloth-driven “Idiocracy” where eventually everything will be communicated through pictures and videos? Facebook, the digital home of more than 1 billion people worldwide announced yesterday that it’s new “News Feed” will feature bigger visuals and of course, less room for words. asics gel lyte iii USA Today’s new design for mobile devices is very photo/video heavy and of course the irony being this is a NEWSPAPER. adidas superstar Don’t get me wrong, I love visuals and they can communicate with great power and effectiveness. goedkoop nike air max 2017 But SO CAN WORDS. adidas pas cher In fact, here’s what some smart and famous people said about words: “Truthful words are not beautiful; beautiful words are not truthful. Good words are not persuasive; persuasive words are not good.” — Lao Tzu “Words have no power to impress the mind without the exquisite horror of their reality.” — Edgar Allan Poe “Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.” — Maya Angelou “Words—so innocent and powerless as they are, as standing in a dictionary, how potent for good and evil they become in the hands of one who knows how to combine them.” —Nathaniel Hawthorne “When words are scarce they are seldom spent in vain.”—William Shakespeare, Richard II “Substitute ‘damn’ every time you’re inclined to write ‘very’; your editor will delete it and the writing will be just as it should be.”—Mark Twain And my personal favorite: “The most terrifying words in the English language are: I’m from the government and I’m here to help”– Ronald Reagan I believe that choosing the right words still matters in communications. It’s why my clients’ e-mail pitches get read by journalists and why they appear in media every single week and more importantly, it’s why my clients’ media coverage is consistently ON MESSAGE and driving their businesses forward with real outcomes.
I must admit, I sometimes lack patience. I expect things to work pretty much instantly for me. When red lights have the nerve to be red, it bothers me, because I want to go. When my kids don’t do something the first time, it irks me and can set me off. I could use more patience. And honestly we all could, especially when it comes to business results. In business, my clients expect to get media coverage on the launch day — and a ton of it. They expect the media to shift through the thousands of pitches they receive every day, find theirs and cover it that same day. And sometimes, miraculously, it does happen. nike roshe run 2017 But much more often, it takes time to develop the relationships and the pieces of the story needed for media coverage. And it takes time and tenacity to find the right angles to generate ongoing media coverage. nike air presto Years ago, I remember traveling from city to city to media outlets on “media tours” and sitting down with journalists to show the latest gizmo I was pitching and pique their interest. Today, there’s no time for such things on either the client or the journalist’s schedules. And what’s sometimes missing is the opportunity to get face-to-face and really talk about the story. ugg australia classic These days, we’re lucky to exchange an email about it before it’s old news and we’re on to the next story. But this is still true — Business relationships take time to cultivate and time to develop. My first story pitch for a company may not land the NY Times, but it may begin a relationship with a NY Times reporter that can lead to multiple stories and valuable insight down the road. I have to remind myself of the very uncontrollable nature of media relations often, realizing that madness is caused by trying to exact control over something that fundamentally cannot be controlled. Perhaps that’s why veteran PR pros have to be a little bit crazy to stick with it. It’s hard and it’s full of rejection. But when you get it right, man, the results are like nothing else in the marketing universe. nike air max 2017 I’m going to try to be more patient and remind myself that nothing great comes quickly or easily. nike requin And that is precisely why those things are great. And here’s more on How to be Patient from wikihow… http://www.wikihow.com/Be-Patient And here’s the great G&R song “Patience” to whistle along with…
Rancho Santa Margarita, Calif, March 5, 2013 — Robertson Communications Corp, a strategic public relations/branding and marketing firm located in Orange County today celebrates its first anniversary. nike free run The company grew rapidly in 2012-13 by adding 10 clients including, The Gretsch Company, Hello Music, TakeLessons, ChordBuddy, JamHub, the MIDI Manufacturers Association, Moore Benefits Inc., Spinal Elements, YellowFlag and Wi Digital Systems. chaussure adidas zx flux The agency also did some pro-bono work for non-profit organizations including Guitars in the Classroom and the Mission Viejo Christian School. nike air max 2018 “In these economic times when many new businesses don’t even last a year, I feel fortunate to be standing here with a good list of clients and a lot of potential for future growth,” said Scott Robertson, president, Robertson Communications Corp. adidas tubular About Robertson Communications Robertson Communications Corp. adidas hamburg is a strategic public relations/branding and marketing agency based in Orange County, Calif. with the goal of helping the best music/sound, technology as well as B2B and consumer companies in the world win in the marketplace through superior communications.
Abraham Lincoln once said, “If you give me six hours to chop down a tree, I’ll spend the first four sharpening the axe.” Wise words that speak to the power of preparation and working smarter, not necessarily harder. I use this quote often when explaining to clients and students that good PR/Marketing is the result of solid preparation. And this is why good PR people are students of the media–always watching and looking for opportunities to help reporters while helping their clients. But you don’t get this deep insight from reading names on an Excel spreadsheet spit out of some database — it only comes from putting in the work. adidas powerlift 3 Or as Abe would call it, sharpening the axe. Four Myths about PR “Axe Sharpening”
- If you are “friends” with a reporter, they will cover your clients — Uh, nope. And the way you GET to be friends with reporters is by NOT annoying them with any pitches that don’t help them do their job.
- Reporters never stray from their stated “beats” –– While many publications assign beats to make sure everything is covered, plenty of enterprising journalists cover areas outside of their stated “beat” One of the best ways to get a feel for this is to read everything they’ve done for the past six months. The patterns are there if you pull back far enough to see them.
- If you’re not on the phone, you’re not pitching media. Wrong. I’ve recently pitched media via e-mail, text message, Twitter, LinkedIn, Facebook and even Google + (I know, amazing). A good PR person will pitch using a carrier pigeon and a note if that’s the preferred method of contact. nike air max flyknit ultra 2.0 That last part is really important — you meet the media where they like to be contacted and it’s their choice.
- Media research isn’t billable to clients — Again, that’s like saying the axe sharpening part isn’t part of the tree chopping. They are connected and if you want one to work well, the other must be in place.
It’s just as true today as it was in Abe’s time, preparing well for the job leads to a well-executed job and that’s what we’re all seeking. Don’t settle for PR firms that pull media lists and just pitch anyone, anytime and hope that something sticks. One that goes out and just starts chopping away immediately with any old axe. Find one that will spend four hours (of the six) sharpening that blade until no tree could ever stand in its way. (sorry, Lorax. asics kinsei Trees are awesome by the way!). adidas ultra boost If you need me, I’ll be in the shed sharpening.
Ok, so I’m doing my Xbox 360 Kinect workout and the virtual trainer Alex yells at me, “Come on man, DIG DEEP.” Yeah, easy for you to say, Alex, you are an avatar and you do not perspire, sir. But the point is, when it REALLY counts during a physical workout, we all know we have to dig deeper to get to that next level — what really matters. The same is true of branding. As I’ve said many times, branding isn’t a choice or a clever way to somehow increase sales for the quarter. You’re already doing it whether intentionally or not. But a good majority of intentional brands fall short of the true power of branding: feeling. mu legend zen for sale It’s not about what stuff you do. Everyone does stuff. Legal stuff, Accounting stuff, Manufacturing stuff, Human Resources Stuff, Management Stuff. Good branding is about the stuff your company does makes them feel. Branding is always about feeling because it’s deeper than the surface level. So why do so many companies fail at getting beyond the surface level? I know why. Because branding at the surface level (simply what you do) is:
- Safe — “I’m a lawyer and I sue people.” Pretty safe. No chance of anyone being offended, etc. Also pretty generic and hard to differentiate from thousands of others who do the same thing.
- Easy — “Providing effective IT solutions for growing businesses” Uh, yeah. Branding is work because everything you do counts. adidas zx 500 pas cher Yes, everything. louboutin femme And sometimes it’s just easier to cut the workout off early rather than really get in there and sweat for it. And of course, the results equate to the amount of effort generated to get them.
A recent FAST Company article entitled “Researchers Explain How Brands Make You Fall In Love” quotes C.W. Park, director of the Global Branding Center at USC’s Marshall School of Business. He says that good brands that make buyers fall in love have three attributes:
- Enticing Self Benefits. Park says that products must entice consumers through the senses. timberland soldes Is it aesthetically pleasing to look at it? Does it sound good, smell good, feel good?
- Enabling Self Benefits. The product should make people’s lives more comfortable and convenient. “It’s about functional pleasure and letting consumers know what kind of life they can live by using a brand,” says Park.
- Enriching Self Benefits. This is the most important. Parajumpers Homme “The consumer relates to the brand through shared values or principles,” says Park. In other words, the message must resonate deeply with the consumer’s sense of self. Park points to Nike’s slogan, “Just Do It” and Apple’s “Think Different.” The former is about not making excuses. The latter is about ingenuity and creativity. These are ideals that connect with consumers; they create a psychological bond.
He also says “So many brands focus on the functional benefits of a product, but that’s just the starting point in developing a relationship with the consumer.” In other words, when thinking about your company’s brand, DIG DEEP. and don’t be afraid to get to the good stuff – the emotional stuff that really connects with your customers, your community and will differentiate you in the crowded and loud marketplace. If you want help, call or e-mail us and let’s talk about it. I’ll be the guy yelling back at virtual trainer on the TV screen. adidas messi 2017 (BTW – He can’t hear us).
FOR IMMEDIATE RELEASE Rancho Santa Margarita, Calif. nike air huarache September 5, 2013 — NTI Corp, the Irvine-based digital media and data storage management software developer, has engaged Robertson Communications to launch the company’s new file sharing service later this month. adidas zx 500 NTI, best known for its popular “NTI CD Maker” application, is now venturing into subscription based software models for some of its new services. Robertson Communications will handle strategic public relations work to build the new service’s brand and attract new users. timberland earthkeepers bottes “NTI is a proven innovator and its new service will certainly add to that reputation,” said Scott Robertson, president, Robertson Communications Corp. asics kinsei “In a crowded and sometimes confusing category such as this, our brand of public relations will prove to be a useful educator for all audiences.” About Robertson Communications Robertson Communications Corp. is a strategic public relations/branding and marketing agency based in Orange County, Calif. louboutin paris with the goal of helping the best music/sound, technology as well as B2B and consumer companies in the world get their unfair share of attention and win in the marketplace through superior communications.
One of the toughest things about working in the Marketing and Communications field to me is that so many other businesses have adopted what they do into the giant category of “marketing.” You know, it’s tough to use that word and be descriptive. And the social media gold rush has just made it worse. For example, I got a solicitation recently from a company that told me it does “online marketing” and then they proceeded to offer me mailing lists of various industry executives. Ummmm…not marketing. asics soldes A very tactical tiny little piece of marketing and sometimes appropriate, but far from actual marketing. And it can be confusing. At a previous job, I once sat in a meeting where a group of senior executives debated the difference between “marketing” and “communications” for a full 30 minutes. I was seriously re-evaluating my own life choices at that point, but the SUBJECT of marketing can really be obtuse at times. asics gel kayano So IMHO, actual marketing has these five characteristics:
- Strategic and based on the business goals — If they are recommending tactics before they understand the business and its goals, it ain’t marketing.
- Measurable results — hopefully to something that benefits the business, like sales for example.
- Involves listening (research) more than talking — Marketing-driven companies first listen to the market and then respond. Adidas Gazelle Soldes Or like many marriages, pretend to listen and then respond. Your call.
- Brings in the right combination of paid (advertising), earned (PR) and owned (social) media to generate the results (that of course drive the business forward)
- Planned and executed by a bona fide marketing professional. See, they teach this stuff in college and it can be really helpful to actually have someone who has learned and practiced it. asics kinsei There really is a method to the madness.
In many ways, it’s like Marketing and Communications has arrived because it joins so many other time-honored professions including law, medicine and indoor plumbing in having to distinguish itself by service level and by practitioner. Don’t be fooled by the mailing list companies, the social media “experts” promising to generate “Likes” and the search engine optimizers out there. Real marketing is done by real marketers and digs into the real issues that drive your business.
It’s time to get real. Usually a phrase that means your “seriousness” quotient is about to rise, or your “sphincter” factor is about to unpleasantly and rapidly decrease. adidas pas cher But long term readers of my stuff know that I’m an advocate of being real in your marketing. asics duomax Or as real as whatever superiors or regulations that govern you will allow. As a culture, we crave reality. Don’t believe me? This week, A&E reported that their show “Duck Dynasty” about the duck-call producing small-town Southern Robertson family (no relation) brought in a whopping 8.5 million viewers — on basic cable! (For reference, about 1 million audience on cable is considered a hit). People just can’t get enough reality TV and choose it regularly over scripted series without or without an audience. Another example — why do we love Jennifer Lawrence so much? It’s because she’s real. She is a breath of fresh air in a town that could use a lot more fresh air. When she fell at the Oscars, she played it off beautifully and of course the world loves her for it. Social media a great opportunity to get real, but I would submit that so is every single piece of communications you do. Start at the message level and ask, “is our message really who we are and who we want to be?” If the answer is no, it’s time to shake that puppy up. I always like to start at the message level and then all of your communications tactics will be able to fall in line nicely once the strategy has been established. You know, like war. First you have the plan — the big map with all the toy soldiers, tanks and planes on it. Then, when you’re comfortable about the approach, you actually send the troops in. ugg pour homme pas cher By just observing culture around us, we seen that reality is “in” and corporate-speak, spin and fluff are out. nike requin Have the courage to be real and then the discipline to create systems to keep your communications and relationships real. You’ll have greater success in your communications than you ever thought possible and be better at dealing with just about every communications-related situation that may come up. If you need help getting to a more “real” place with your messaging and your branding strategy, call us.
There is a lovely “myth-conception” gaining ground these days and perpetuated by a flurry of social media gold rush consultants out there that marketing your business in the 21st century (thanks to social media) is now….(wait for it) free! I heard one of these inexperienced idiots say (and the audience wrote it down) “Very soon marketing will be like sex, only losers will have to pay for it.” Just today I read a post from a well-respected marketing guru who said companies should gain attention by creating “YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free.” Really? No more need to design expensive advertising, PR and marketing strategies or employ agencies. Just simply do it yourself. nike air max tavas Quick and easy, just like cleaning a toilet bowl with those fun little scrubbing bubble dudes who do all the work and leave you with a satisfied, nay happy, look on your face. Well, I do love fairly tales and especially the part where you can use them to escape the real world. However, this magic journey of a fairly tale like so many others, fails to stand up to real-world scrutiny. Allow me to explain. First off, we are taught from a very young age the old saying popularized by free-market economist Milton Friedman that goes “there is no such thing as a free lunch.” It even has it’s own abbreviation TTNSTAAFL in economic circles. In the digital age, we added “If you’re not paying for something, you’re the PRODUCT being sold.” And you need look no further than your “free” apps on your smartphone to prove that one. Asics gel nimbus pas cher So in the real-world, things of value cost money. In business, we pay employees, vendors and partners who can help us build a better business, increase our profit, enhance our reputations, generate attention for our ideas, etc. None of this is free. While you might not have to pay for access to the media through advertising, you will still need to build up a following for your content and if you’re not a media company with those skills, good luck. And of course it will take you a TON of time to do also. Buy hey, time is “free” right and you probably have an unlimited supply. Please laugh along at any time as the logic of the “marketing is free” argument tumbles down. adidas zx 500 Simply put, your marketing efforts for your business create value and NOTHING of value comes for free. There is no asset in your company more valuable than your brand. adidas yeezy boost Spend time on it, spend money on it when necessary and please don’t ever for a minute believe that it can be built and maintained for free. adidas yeezy Because your brand is worth something great. And nothing great comes easy or free.
One of my favorite marketing “Ps” has always been pricing. The psychology of how pricing works continues to fascinate me and it should be interesting to you blog readers out there too since we all have to reconcile pricing on a daily basis. A couple of recent studies illustrate some good points re: pricing.
New Pricing Rule #1 — When you pay more, it tastes better?
That’s madness, you say! Well, a recent experiment from two researchers at the University of California-San Diego really illustrates some key learning for marketers out there. Ayelet and Uri Gneezy from the University of California, San Diego, teamed up with a winery owner in their state to figure out, experimentally, the best price for his Cabernet. On some days they sold the wine for $10, on others for $20 or $40. Demand fell off at $40, but the winery sold more bottles of its Cabernet when the price was $20 than $10. And the customers who paid more indicated that the wine tasted better! Oh yeah, we humans is crazy like that.
New Pricing Rule #2 — Customers Today Seem to Prefer Round Numbers
Wait, so they aren’t falling for the wildly imaginative $9.99 is cheaper/different than $10.00 anymore? Well, darn…back to the drawing board. How can we tell? Well, by looking at data from “pay what you want” purchases on the Web out there whether it be music from artists like Radiohead or Prince, art or even a physics-based game called “World of Goo” (ew), customers when they get to choose a price, choose a round number. Here’s the most striking statistic: 57 percent of consumers picked round, whole-dollar amounts ending in zero, and an additional 4 percent chose to pay round, half-dollar amounts.
Every company has to choose/set a price for its offerings. Sure it starts with costs, but please don’t forget to incorporate brand value and the customer’s own story into the pricing discussion. I recently gave a talk about emotional branding to a group of professional service providers (lawyers, financial planners, CPAs, etc) and wasn’t at all surprised to find that their brands were largely surface-level messaging and that means their pricing is probably set right at market levels. And that’s fine.
But when you connect more deeply at the emotional level and let the customer bring in their story and choose the price, guess what? You can charge more and the customer will be happier about it. If your company is struggling with pricing or any of the other marketing “p’s” as always, we’re here to help. You will find us shopping for the $20 bottles of Cabernet which you won’t be able to convince us don’t taste better than the $10 ones. 🙂
Given enough time, marketers will kill everything good in the world. nike air max 90 oreo Take e-mail for example. chaussure nike cortez What once was an exciting “oh how cool” experience is now a horrific chore filled with so much spam that it should have a tin can icon that you roll back to open the application. Why do companies spam? What could they possibly be thinking. If you spam me, I just hate you and there is ZERO chance I’d ever listen or complete the action being asked of me. Here is my quick marketing lesson for spammers. If you do not have a relationship with the customer and PERMISSION to communicate, you should save your virtual breath. You WILL do more harm than good. You WILL damage your brand and you MAY face penalties from the always-ready-to-fine-somebody federal government. (CAN-SPAM Act anyone?) I recently got an e-mail explaining to me as a communicator “How to Get Around Spam Filters” This e-mail proudly brags about knowing how to spot the 3 different kinds of spam filters and how they can get around each? Really? I don’t need this because I don’t send unsolicited e-mails to people WITHOUT PERMISSION or a RELATIONSHIP. asics gel kinsei 6 To me, getting around spam filters is a bit like sneaking around motion sensors and an electric fence to go knock on the door of the guy in your neighborhood who has a bunker and a detailed evacuation plan for the coming zombie apocalypse. Free advice — He does NOT want to talk to you and it’s going to end badly either way. So even if you get around my spam filter, I already hate you and you’ve already lost. So how do you win? Start by being respectful of people’s time and e-mail boxes. Then, communicate only when you have something interesting to say and when you’ve earned the right to communicate. Nike Pour Homme Maybe start by listening. If you stop talking long enough, people will actually tell you what they want and when they do that, you have an opportunity to provide it. adidas homme Maybe make your e-mail useful to their business instead of a self-centered piece promoting your business. That whole listening and responding thing is also called modern marketing.
Who doesn’t like eggs made of solid gold? Even better, what if you were fortunate enough to own a goose that actually laid them every day, giving you an unlimited supply of gold! Sound like a fable? Well, relax because it is. Almost. Facebook which has a billion+ users, something that no medium in the history of communications has ever attained. A big ol’ fat golden goose that keeps getting bigger and dropping out golden eggs. adidas original What could POSSIBLY go wrong here? Well, enter greed and his cousin-by-marriage, stupidity and you’ll see. Facebook announced today that it’s toying around with the idea of letting people OUTSIDE of your Friend list to message you for a fee. nike free You can almost see the farmer looking up the goose’s butt to see if he can get all the eggs out, right? Note to FB — STOP IT! You have a billion users, you’re selling ads — even soon-to-be-super-annoying ones that auto-play (really?) so you can get your greedy little hands on TV ad dollars. asics pas cher FB, you have more than enough. If you proceed down this road, you could very easily find yourself with no golden eggs because all of your users will go somewhere else. Oh, it can happen. adidas x People HATE spam, HATE spammers and HATE anything associated with it. Spam ruined e-mail and it could very easily ruin your little private message system inside FB too. Why? Because people HATE spam. (spam = anything I didn’t ask for from someone I don’t know) This holiday season, Facebook needs to count its blessings along with its golden eggs before it kills the goose and finds itself with nothing (I’m talking to you, old MySpace) As always, I want to know what YOU think. Drop me a comment. adidas stan smith Tell me your favorite Aesop fable and let’s discuss why anyone would name their child Aesop.
Facebook is now in the process of rolling out a new “Pages” feed filled with nothing but promotional posts from marketers, you know, business pages on Facebook. asics whizzer Well, I predict this feed will be as popular and used as a tablet computer in an Amish settlement. When are marketers going to realize the simple yet profound truth of social media — WE DON’T WANT TO HEAR FROM YOU UNLESS YOU ARE INTERESTING. Marketers listen up:
- You cannot buy your way into my feed
- You cannot trick my friends into putting you into my feed (clever, but no cigar)
- You cannot create a separate feed that I will check
YOU. MUST. BE. christian louboutin INTERESTING. And if you’re not, then you don’t deserve a place in my feed. It’s mean, it’s cruel, but it’s also sorta fair in its cruelty. So how do you make your content interesting enough to win a place in my feed? Welcome to the wonderful world of being a media company. It’s the battle that is fought in pitch rooms and bean bag chairs in real media companies every day. And it’s not easy. TV, radio, web companies must work 24/7 to make their stories, features and content more interesting than everything else while still balancing accuracy, integrity and of course speed of delivery. Not easy folks. Yes, in this new awesome world, you can own your content, push it out, build and audience and bypass the media. adidas superstar aliexpress But to do it, you have to be more relevant than they are, more creative than they are and also manage to run your actual business while doing all of this. It can be done, but it’s not for everybody. To win in social, you must think like a media company, an entertainment company. nike air max 1 And you must be interesting. Otherwise, you’re just more posts in a doomed Pages feed that no one will ever check. adidas femme If you want help making your content interesting, we do that and a lot more cool stuff like designing your social media strategy (good to have one) that will help your business.
- Wants to fail (or possibly its parent wants it that way — don’t forget the parent is Zuckertown’s own Facebook)
- Is muy desperado to make some cash (lilke a college student digging into the couch cushions to get some badly needed Taco Bell change. The result will be the same btw. nike air max thea soldes InstaGram will be on the metaphorical toilet wishing they’d held out for something better
I always wonder how such amazingly dumb decisions get made and implemented. We’ve all seen dumb decisions and we’ve made them. adidas tubular But this one had to go through several layers and at no time did they realize that the social community might be a tad particular about its privacy and oh I don’t know, completely freak out at the thought of someone using or selling their photos? Personally I think Instagram will become a cautionary tale told by those who want to flirt with monetizing some one else’s private property in the happy wild west of cloud content. bottes ugg Let the games begin! I LOVE talking, but I also enjoy listening so sound off by leaving a comment. nike tn It helps me feel like someone other than my Mom is reading along. adidas messi 2017 Be brave, readers! Editor’s Note: Instagram reversed course and issued an apology for the confusion caused by its new terms of service language.
We’ve all been there. The tearful breakup in a crowded restaurant and the inevitable non-confrontational statement comes out. louboutin chaussures “It’s not you, it’s me.” And then…you’re history. It’s surgical in its brevity and has been used since the invention of dating. Business relationships are not all that different and a new study from Rightnow Technologies (part of Oracle) explains why. According to the data: • 73% of customers leave because they are dissatisfied with customer service, but companies think just 21% leave for this reason. • Company thinks that nearly half (48%) leave because of price, when in fact, according to the customer perspective, this happens only 25% of the time. The U.S. Small Business Administration and the U.S. Chamber of Commerce support these findings. According to their research: • 68% leave because they are upset with the treatment they’ve received (Customer Service) • 14% are dissatisfied with the product or service Hmmm so in the minds of consumers, it would appear that price is secondary to customer service. Now what do you do with this lovely nugget of helpful information? Well, now might be a really good time to examine your company’s customer service policies/procedures and operations. What? Why is the PR/branding guy talking about operations. nike air presto Simply put, it’s because EVERYTHING counts towards (or against) your brand. And if you’re a fan of data (and I just know you are) you see that bad customer service drives people AWAY from your brand. basket nike tn And it’s PR’s job to drive people TOWARD your brand so we’d rather not set up opposing side magnets in the same company if at all possible. A wonderful press release might get you solid media coverage and sales, but if your customer service is broken, the company is still going to lose when the ledger is tallied. Don’t be one of those companies that think customers are leaving you because of price when the truth is deeper. Be sure your company is sending the right brand message with EVERY SINGLE customer encounter. It’s tough I realize, but nothing worth having ever came easy, especially your company’s reputation. nike tn So maybe it really is you. And the best way to not be on the receiving end of that conversation with your customers the next time is to work on fixing the only thing you can really control in the equation….you.
As most people know, the Mayan calendar is set to end on Dec 21, 2012. There are many theories why this date ends the Mayan Calendar. According to many well known hoarding websites, which I am prepared to trust, many feel that this date is the day of end of times and the world will be destroyed. Others feel this will be a time of huge natural disasters, space/time continuum shifts, and mythical planets invading our galaxy along with strange Milky Way alignments. There is even talk of a pole flip causing problems all over the earth (to put it mildly) or this being when we have a second coming of Christ. (FYI — the Bible is pretty clear that no one including the Mayans will see that coming.) Before you begin your hoarding of bottled water (which really isn’t going to help you if the poles flip, people) and other survival items, I, your voice of reason for so many marketing-related issues, will tell you precisely why the world WILL NOT end on Dec. 21, 2012 (Also known as “Suck It, Mayans!”) Reason #5: It’s a Friday. It is written by the wise prophets known as Loverboy that the world cannot end headed into the weekend. ugg australia pas cher After all, everyone is workin’ the weekend and everyone needs a little romance. avis bottes ugg Reason #4: We need to know what happens on True Blood. I mean, will Bill and Sookie finally get together? You know, once he becomes a normal vampire and not a blood monster again. Reason #3: Pre-Christmas? Doubtful. adidas x 16.3 Although it would save me the trouble of taking down the lights and putting the tree away. adidas tubular Find your silver lining somewhere, people. Reason #2: The football playoffs are still really up the air right now. adidas superstar soldes I mean, who will win the NFC West? And if the Rams keep winning and sneak in, is THAT in itself a sign of the end of the world? And the #1 Reason Why the World Cannot End on Dec 21 –– It just wouldn’t be fair to China who has waited centuries to finally be the world’s superpower. All the studies point to them taking over the #1 slot from us somewhere around 2030 so clearly the world keeps on a turnin’ What are YOUR reasons? I’d love to hear them.
The wise Roman Emperor Marcus Aurelius who most people today know as the good guy who tried to empower Russell Crowe’s “Maximus” character in “Gladiator,” once said, “Leave other people’s mistakes where they lie.” We have a hard time with this one as people because other people’s mistakes dominate a good portion of our day. From the Starbucks barrista who didn’t quite get the order right to your kids who can’t seem to get it together in the morning to the various people who encounter daily who may not have been blessed with the gifts of common sense and competence that we obviously got, people make mistakes and disappoint us daily. And so what? Turn that camera lens back around and follow us closely and you’ll see a pretty good line of bad choices, missteps and outright failures littering the sidewalk of our lives — and that’s everyone. nike free Imperfection is humanity’s standard and we have always showed up to deliver again and again. nike tn But Aurelius’ advice is important because it’s about letting go and accepting the world as it is. ugg australia Those who expect others to be perfect are rarely happy people leading rich, full lives. In my world, journalists don’t always get the story right. They want to, but cutbacks in newsrooms across the country means they are doing more with less and have to act with incredible speed to compete with social news networks. nike air max tavas All of this leads to imperfection, but it’s ok because it’s equally imperfect. In any relationship (personal, business, etc), mistakes are bound to happen. And as long as you accept responsibility for that and make amends, the relationship continues. chaussures nike air max It’s only when people deny wrongdoing that relationships end. Here are my quick tips re: mistakes. If you make the mistake: apologize and make it right If you were affected by the mistake: accept the apology and leave it Unless of course it’s a typo or AP Style mistake and then it’s punishable by instant death. See, I would’ve made a great Roman Emperor.
Scott: Posted on Friday, October 19, 2012 1:24 PM
In one of my first jobs out of school as an advertising copywriter, I was working on a newspaper ad for a local car dealership and having a bit of writer’s block. Nike Roshe Run soldes My boss looked at the ad and said, “It’s not really exciting.” “Hmmmm, what should we do?” I inquired. adidas zx flux amazon My boss thought for a moment and said, “Add exclamation points.”
Scott Robertson, APR: Posted on Tuesday, September 11, 2012 2:03 PM
Scott: Posted on Thursday, August 23, 2012 9:43 AM
- VP Level Executives List (I am all a-tingle now)
- Solar Wind Users (that just sounds disgusting)
- Engineering Executives (better get ready with that Star Trek joke)
- And my personal favorite…Fire Fighting Executives (really? — see photo)
Now if you’ll excuse me, I’m going to pursue my new career as a “Fire Fighting Executive.” He counsels clients by day, fights fires at night, he is…THE FIRE FIGHTING EXECUTIVE.