A Menu for Marketing Communications Success in the New Year
You’ve got to have a plan
By Jim Walton
President & CEO, Brand Acceleration, Inc.
A holiday dinner is a magical thing. The sounds, discussions, laughter and activities are heavenly. The meal is an orchestration of chopping, mixing, basting, boiling and baking. What I witnessed many years ago in my grandmother’s kitchen is almost identical to what happens today in my own. One of the secrets of a successful holiday dinner is the timing. There’s an order -- an art and science -- to the way things are done. Experienced cooks know that order and schedule everything to be ready at exactly the right time. “Dinner is ready!”
A great marketing communications plan is much like a holiday meal. In order to be truly successful, it must have a very specific goal and be completed in a precise order. The plan must be based on a well-thought-out message strategy that reaches specific audiences and conveys a message or messages that resonate with each.
I received a call the other day from a company wanting a new brochure. When I asked about the audience and how the brochure would be used, there was a deafening silence. Finally, after a very long pause, the caller told me they just wanted to replace their old brochure that was almost nine years old. There is no doubt the old brochure needs to be replaced, but even a simple brochure should be considered part of an overall communication strategy.
At Brand Acceleration, we are often asked to produce such tactics as brochures, logos, websites, ads, etc., etc., etc., but before we begin the process of writing, designing and producing such tactics, we want to understand the following:
1. Who is the audience and what do they want to hear from us?
2. How will this tactic be used? Will the brochure be used as a direct mail piece, a trade show hand-out or as part of another plan?
3. If it’s a website, will it be promoted in order to attract visitors or will it be left hanging, hoping the audience will find it through search engines?
4. For a brochure, is there a need to customize it for specific audiences or should it be general in nature?
5. What is the company or community’s brand position? What does the audience know or believe already? Is brand research needed?
These are just a few of the numerous questions that should be answered early in the process.
As we move toward the New Year, you should consider your overall business strategy before laying out plans for tactics. For example:
1. Which industries are likely to have growth potential for us?
2. How do we best fit into those industries?
3. What do buyers in those industries want to hear from us?
4. What is the best way to reach those buyers?
5. Are our business development people up to speed on those industries?
6. What are our goals for 2010? (Number of contacts with specific audiences. Number of leads. Number of active projects.)
Once these questions are answered it would be worth meeting with your agency (like Brand Acceleration) to explore message strategies and tactics to help you reach your goals. If they are not well versed in the art of strategic communication planning, it’s time to consider another partner. They may be able to chop potatoes but Creamy Potatoes Au Gratin may be beyond their capabilities.
Just like your holiday dinner, a well orchestrated marketing communications plan will help move your sales effort to success. And, like the meal, it will leave you feeling pleasantly satisfied.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Tuesday, December 8, 2009
Saturday, November 21, 2009
Your Website is Like a Store Window
Does it invite shoppers in or do they go right on by?
By Jim Walton
President & CEO, Brand Acceleration, Inc.
I believe the most frequently asked questions I receive are about websites. People often ask me which elements are most important, which mistakes are most common and -- yes, I still hear this – if they even need a website at all.
Your website may be the most important part of your marketing communications effort. Without one, your organization may be perceived as weak, outdated or completely out of touch with the reality of today’s business world.
A great website has the ability to position your company or community as a leader or the place to be. On the flip side, a weak website may actually harm a perfectly fine company or a very nice community.
My very first job was at my hometown Montgomery Ward store. Your typical wise-guy sixteen-year-old, all I wanted was a chance to show how smart I was. After learning the humbling art of sweeping floors and trash removal, I was promoted to sign making and window displays. My boss, a stern man with the patience of a saint, told me, “the store windows will either draw people in or lead them to walk right on by. It’s your job to draw them in.” Ahhh…my first challenge.
Knowing that their typical store windows were very basic, featuring product on tables or an occasional mannequin, I was anxious to do something previously unseen in this small community. I had no experience, but as an aspiring photographer I had a pretty good eye for composition. To me, everything was a photograph. Since Montgomery Ward was a department store, I had a huge array of merchandise from which to pull and the windows were blank canvases.
My first window featured a family of mannequins dressed in the latest fashions. They were cleverly placed in a living room scene that included a chair, a rug and a dazzling new color television. At first my boss thought I was a bit nutty but then the customers began to comment about the beautiful and interesting windows. Score one for Jim! The store manager loved my work and I had discovered my passion for advertising.
Like the store window, your website can either invite visitors to come in and look around or it can lead them to move on. It is the window through which someone gets a glimpse into your company or community. It needs to be beautiful, informative and inviting, allowing the visitor to imagine him or herself in the scene. If it is ugly, boring and confusing, they will move on. Click!
Professional window artists know just what it takes to grab the attention of passersby, leading them to enter and spend time in the store. Likewise, web professionals know how to develop a strategy that will cause a visitor to enter and explore. Once inside, a great website conveys a powerful message that strengthens the brand and encourages the visitor to stay awhile or even to make contact.
At Brand Acceleration, we work only in the construction (a/e/c), economic development and motorsports industries. We have reams of research and years of experience that tells us just what visitors expect from an effective website. Our specialization provides knowledge and expertise that delivers extreme value to our clients. We know what our shoppers want to see and hear and how to convince them to stay awhile.
So, the next time you think about your website, ask yourself this question: “When my prospect walks by, will my ‘window’ create a desire to come in or will they go right on by?”
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Does it invite shoppers in or do they go right on by?
By Jim Walton
President & CEO, Brand Acceleration, Inc.
I believe the most frequently asked questions I receive are about websites. People often ask me which elements are most important, which mistakes are most common and -- yes, I still hear this – if they even need a website at all.
Your website may be the most important part of your marketing communications effort. Without one, your organization may be perceived as weak, outdated or completely out of touch with the reality of today’s business world.
A great website has the ability to position your company or community as a leader or the place to be. On the flip side, a weak website may actually harm a perfectly fine company or a very nice community.
My very first job was at my hometown Montgomery Ward store. Your typical wise-guy sixteen-year-old, all I wanted was a chance to show how smart I was. After learning the humbling art of sweeping floors and trash removal, I was promoted to sign making and window displays. My boss, a stern man with the patience of a saint, told me, “the store windows will either draw people in or lead them to walk right on by. It’s your job to draw them in.” Ahhh…my first challenge.
Knowing that their typical store windows were very basic, featuring product on tables or an occasional mannequin, I was anxious to do something previously unseen in this small community. I had no experience, but as an aspiring photographer I had a pretty good eye for composition. To me, everything was a photograph. Since Montgomery Ward was a department store, I had a huge array of merchandise from which to pull and the windows were blank canvases.
My first window featured a family of mannequins dressed in the latest fashions. They were cleverly placed in a living room scene that included a chair, a rug and a dazzling new color television. At first my boss thought I was a bit nutty but then the customers began to comment about the beautiful and interesting windows. Score one for Jim! The store manager loved my work and I had discovered my passion for advertising.
Like the store window, your website can either invite visitors to come in and look around or it can lead them to move on. It is the window through which someone gets a glimpse into your company or community. It needs to be beautiful, informative and inviting, allowing the visitor to imagine him or herself in the scene. If it is ugly, boring and confusing, they will move on. Click!
Professional window artists know just what it takes to grab the attention of passersby, leading them to enter and spend time in the store. Likewise, web professionals know how to develop a strategy that will cause a visitor to enter and explore. Once inside, a great website conveys a powerful message that strengthens the brand and encourages the visitor to stay awhile or even to make contact.
At Brand Acceleration, we work only in the construction (a/e/c), economic development and motorsports industries. We have reams of research and years of experience that tells us just what visitors expect from an effective website. Our specialization provides knowledge and expertise that delivers extreme value to our clients. We know what our shoppers want to see and hear and how to convince them to stay awhile.
So, the next time you think about your website, ask yourself this question: “When my prospect walks by, will my ‘window’ create a desire to come in or will they go right on by?”
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Monday, November 9, 2009
Job Performance Matters
It may be your best job security
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Since childhood, I’ve been fascinated by people’s attitudes toward their work and employers. I grew up in a blue collar household with a father who worked for a company where the management versus labor divide was huge. I remember hearing him as he proudly stated just what he was and was not going to do at work.
I clearly remember him and his coworker buddies sharing a few beers and talking about how they had outsmarted the boss and gotten out of doing their work. This went on for several years but eventually ended when the company moved the jobs to another state. At the age of fifty-five, my Dad and his friends were unemployed and in a world of emotional and financial devastation. Even then, the (former) employees seemed to bear none of the responsibility. They blamed the situation entirely on the company and its inept management.
Today, many years later, I see the same attitude at many companies. At a time when even some of the best run companies are struggling, many employees act as if they are owed a job. “If they want me to work harder, they’re going to have to pay me more,” is the mantra. A friend recently told me that some of their employees have staged a 10% work slowdown to match the 10% pay cut that was instituted company-wide a few months ago. My Dad would be proud.
You’d better perform
I recently spoke with a mid-level manager at a small manufacturing company. In the past year, her employer has cut 15 people from the payroll and has reduced pay by 10%. These were agonizing moves for the company owner. My friend told me of the tears he shed as he made this very difficult decision. Even though attitudes at this company have soured a bit, this woman has rallied her department in an impressive way. She brought the team together and outlined her strategy to help the company survive and protect the people in her department.
Here is her 5-step plan:
Work your tail off
Show up every day with an attitude to give 110%+.
Show up early and stay late
Be at your desk before the company owner arrives. There is work to be done with fewer people. Pick up the slack by working a few extra minutes each day.
Be a positive force
Never, ever, ever complain. You have nothing to gain and much to lose by being a negative influence in your workplace.
Be a team player
If you are ever “caught up” and find yourself with nothing to do, offer to assist one of your coworkers. You’ll feel much more fulfilled and word will spread of your contribution.
Be visible
Be sure the company owner and other department heads see and hear of your contribution toward the company’s survival. But, don’t forget to credit the team. It’s not all about you.
The ultimate goal, of course, is for the company to survive and thrive as the economy begins to improve. Short term, however, she wants to make sure her people are seen as extremely valuable and indispensable in the event the company has to cut more jobs.
The economy still has a few months before it will stop shedding jobs. In the meantime, this is no time to play games such as work slowdowns, showing up late, leaving early or being the person who poisons the workplace with negative talk.
Right now is the time to step up, work hard, keep a positive attitude and give everything you have. Your employer will fare better and so will you.
Jim Walton
jim@brandaccel.com
317-536-6255
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
It may be your best job security
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Since childhood, I’ve been fascinated by people’s attitudes toward their work and employers. I grew up in a blue collar household with a father who worked for a company where the management versus labor divide was huge. I remember hearing him as he proudly stated just what he was and was not going to do at work.
I clearly remember him and his coworker buddies sharing a few beers and talking about how they had outsmarted the boss and gotten out of doing their work. This went on for several years but eventually ended when the company moved the jobs to another state. At the age of fifty-five, my Dad and his friends were unemployed and in a world of emotional and financial devastation. Even then, the (former) employees seemed to bear none of the responsibility. They blamed the situation entirely on the company and its inept management.
Today, many years later, I see the same attitude at many companies. At a time when even some of the best run companies are struggling, many employees act as if they are owed a job. “If they want me to work harder, they’re going to have to pay me more,” is the mantra. A friend recently told me that some of their employees have staged a 10% work slowdown to match the 10% pay cut that was instituted company-wide a few months ago. My Dad would be proud.
You’d better perform
I recently spoke with a mid-level manager at a small manufacturing company. In the past year, her employer has cut 15 people from the payroll and has reduced pay by 10%. These were agonizing moves for the company owner. My friend told me of the tears he shed as he made this very difficult decision. Even though attitudes at this company have soured a bit, this woman has rallied her department in an impressive way. She brought the team together and outlined her strategy to help the company survive and protect the people in her department.
Here is her 5-step plan:
Work your tail off
Show up every day with an attitude to give 110%+.
Show up early and stay late
Be at your desk before the company owner arrives. There is work to be done with fewer people. Pick up the slack by working a few extra minutes each day.
Be a positive force
Never, ever, ever complain. You have nothing to gain and much to lose by being a negative influence in your workplace.
Be a team player
If you are ever “caught up” and find yourself with nothing to do, offer to assist one of your coworkers. You’ll feel much more fulfilled and word will spread of your contribution.
Be visible
Be sure the company owner and other department heads see and hear of your contribution toward the company’s survival. But, don’t forget to credit the team. It’s not all about you.
The ultimate goal, of course, is for the company to survive and thrive as the economy begins to improve. Short term, however, she wants to make sure her people are seen as extremely valuable and indispensable in the event the company has to cut more jobs.
The economy still has a few months before it will stop shedding jobs. In the meantime, this is no time to play games such as work slowdowns, showing up late, leaving early or being the person who poisons the workplace with negative talk.
Right now is the time to step up, work hard, keep a positive attitude and give everything you have. Your employer will fare better and so will you.
Jim Walton
jim@brandaccel.com
317-536-6255
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Tuesday, November 3, 2009
Why America Works!
Why America Works!
Even in a tough economy, the entrepreneurial spirit thrives.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
I’ve always admired entrepreneurs and I’m amazed whenever I see obvious signs of the entrepreneurial spirit, especially in young people. It’s like looking into the future and witnessing greatness.
I remember one young man in particular. I first met him when he was working as a car hop at one of those drive-up burger places where you eat in your car. This kid was incredible. I had never seen a person hustle like this. While his coworkers lazily sauntered to the cars, he practically ran back and forth between the order window and his customers, always with a smile. I remember telling my wife, “Look at this kid. He’s going places.” He even brought extra napkins and a non-messy treat for my daughter. And, he wasn’t after tips. The company didn’t allow it.
A few years later I encountered him again. Apparently he had started mowing lawns while in middle school, as many kids do. But this young man didn’t just settle for a few customers. He had grown his business into a full service lawn care and landscaping business that employed him and a few of his high-school buddies. He had five commercial mowers and a couple of nicely painted trucks and trailers. His place of business was his Dad’s barn and his Mom was the bookkeeper. I loved his fire.
Sometimes business owners are portrayed as evil or greedy money grubbers who care only about the almighty dollar. Sure, there are people like that but most successful business owners just love the game and thrive on growing a successful business. Their efforts create jobs for others and fuel the economy.
When compared to Communist or Socialist countries where property ownership is limited, non-existent or taxed into oblivion, America has a history of business ownership, wealth creation and job creation that fuels our economic machine.
Even in a recession, risk-takers abound. Take, for example, 14-year old Cody Behrns of Pittsford, New York. A skateboarding enthusiast, Behrns had already been making his own skateboard decks, the board that you stand on, for two years. An eighth grader, Behrns was encouraged by his father to turn his hobby into a business. With Dad’s help and money, he bought the inventory and fixtures of a skate shop and opened Small Town Skate Shop, a store catering to the growing skater community. Their location is a train caboose which still stands on abandoned railroad tracks.
Now a 15-year old high school freshman, Cody doesn’t spend his evenings watching TV any more. In addition to his homework, he is making plans to grow his business through a website and his passion for social networking venues such as Facebook and MySpace.
I’m convinced that much of the entrepreneurial spirit comes from parents. Some kids are brought up with a passion for risk and success while others are raised to be part of a dependent class, afraid of risk and terrified of failure. Stories abound about people who start and fail at multiple ventures before they finally find their niche and succeed. I also think kids who participate in school activities such as sports, theater or choir learn about hard work, success and failure. The winners are the ones who learn from failure, work harder and keep trying.
There’s an interesting public television program where kids teach kids about money and business. BizKid features case studies about kids who start businesses. The program shows how to write a business plan, secure financing, and promote the business. It also shows how to deal with the occasional set-back. Encourage your children or grandchildren to check it out.
As I said, I love entrepreneurs. I love their spark, their passion, their optimism. With all of the pessimism around these days, it’s a thrill and honor to be in the presence of such people.
At a time when communities are exploring ways to identify and encourage budding entrepreneurs, I’d suggest looking for them in the more unusual places. That future business owner could be anywhere from the local factory to the drive-in burger place. He or she might even be the kid walking down the street, pushing a mower from yard to yard.
Jim Walton
jim@brandaccel.com
317-536-6255
Monday, October 26, 2009
Ideas are Exponential
Even salespeople have them
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
We’ve all heard the old adage that two heads are better than one. Well, how about three, six or twenty heads. How about if some of the heads are on salespeople?
I’ve always been fascinated by attitudes toward sales reps. They’re often seen as evil, greedy, annoying money grubbers who are to be avoided like a carrier of H1N1. Hurry, grab the hand sanitizer and put on your paper mask. Here comes a salesperson! Lock the door and turn off the lights!
Like many of you, I’ve been on each end of this equation. I’ve been the chaser, desiring to sell my goods or services and I’ve also been the chased, targeted by people wanting my business.
Several years ago I was a media rep, selling time on a radio network of about a hundred radio stations. One evening, while having dinner with a friend who was the ad manager for a major farm machinery manufacturer, I suggested he partner with one of the seed companies to offer free seed to any farmer who bought a new planter. If was just an off-the-cuff comment but he got real excited about the idea. He got so excited about it that he called his ad agency and told them to make it happen. That’s when things got ugly.
The owner of the agency was so threatened by my involvement that he called me the next day and ordered me to kill the project. “As far as this client is concerned, all ideas come from us,” he demanded. “If you don’t kill it, we will never spend another penny with you.” Even though I thought the guy was wrong, I called the client and tried to politely back out in such a way as to protect our friendship and not tarnish the agency. “No way,” the client said. “It was your idea and I want you on the team. Fortunately, the client saw me as an important part of his team and protected me as the agency owner worked his way through his temper tantrum. But it did get a little dicey at times. Rather than viewing me as a threat, the agency would have been far better off had they welcomed me as part of the team focused on the client’s needs.
Great ideas are not the exclusive property of certain people. Even salespeople have them. At Brand Acceleration, we make it a point to meet with and listen to any sales rep that comes our way. They often bring ideas that just don’t fit us but they also bring ideas that answer questions and solve challenging problems. The goal, of course, is to serve the needs of the client.
I remember another of my old radio advertisers who held a completely different attitude about sales reps. Each year, usually about August, the company began its planning process for the coming year by conducting a mega meeting where company executives, media reps and people from each of their three ad agencies got together for several days of brainstorming. The rules were simple; we’re all friends and we’re here to work together in the best interest of the client. Leave your ego at the door. How refreshing!
Over the years, that client built a culture of trust and encouragement that transcended the traditional lines that separated the company, agencies and media. We were all in it together. Salespeople were treated as friends – partners in the company’s success.
A message to salespeople
Please remember that your purpose is not just to sell your products or services. It is to serve the client’s needs. If you keep this in mind, you are much more likely to develop a relationship that establishes you as a partner rather than someone to be avoided. You’ll gain respect and credibility that will result in increased business for you and your company. Plus, if you are unable to serve the needs of the client, it’s in your best interest to admit it and even recommend someone who can.
Salespeople bring their best ideas to their friends
Some companies, such as the one just mentioned, have figured out how to capitalize on the ideas of sales reps and those reps reciprocate by taking their best ideas to their friends. I like the idea of having such players on my team rather than with my competitor. Don’t you?
Two heads really are better than one. In fact, I believe that ideas are exponential. When you bring several people together, each working toward one goal, they feed off one another. Ideas come faster and more abundantly than ever imagined. Why else do you think that little number in the “exponent” position is referred to as the power?
Jim Walton
jim@brandaccel.com
317.536.6255
704.230.0394
Even salespeople have them
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
We’ve all heard the old adage that two heads are better than one. Well, how about three, six or twenty heads. How about if some of the heads are on salespeople?
I’ve always been fascinated by attitudes toward sales reps. They’re often seen as evil, greedy, annoying money grubbers who are to be avoided like a carrier of H1N1. Hurry, grab the hand sanitizer and put on your paper mask. Here comes a salesperson! Lock the door and turn off the lights!
Like many of you, I’ve been on each end of this equation. I’ve been the chaser, desiring to sell my goods or services and I’ve also been the chased, targeted by people wanting my business.
Several years ago I was a media rep, selling time on a radio network of about a hundred radio stations. One evening, while having dinner with a friend who was the ad manager for a major farm machinery manufacturer, I suggested he partner with one of the seed companies to offer free seed to any farmer who bought a new planter. If was just an off-the-cuff comment but he got real excited about the idea. He got so excited about it that he called his ad agency and told them to make it happen. That’s when things got ugly.
The owner of the agency was so threatened by my involvement that he called me the next day and ordered me to kill the project. “As far as this client is concerned, all ideas come from us,” he demanded. “If you don’t kill it, we will never spend another penny with you.” Even though I thought the guy was wrong, I called the client and tried to politely back out in such a way as to protect our friendship and not tarnish the agency. “No way,” the client said. “It was your idea and I want you on the team. Fortunately, the client saw me as an important part of his team and protected me as the agency owner worked his way through his temper tantrum. But it did get a little dicey at times. Rather than viewing me as a threat, the agency would have been far better off had they welcomed me as part of the team focused on the client’s needs.
Great ideas are not the exclusive property of certain people. Even salespeople have them. At Brand Acceleration, we make it a point to meet with and listen to any sales rep that comes our way. They often bring ideas that just don’t fit us but they also bring ideas that answer questions and solve challenging problems. The goal, of course, is to serve the needs of the client.
I remember another of my old radio advertisers who held a completely different attitude about sales reps. Each year, usually about August, the company began its planning process for the coming year by conducting a mega meeting where company executives, media reps and people from each of their three ad agencies got together for several days of brainstorming. The rules were simple; we’re all friends and we’re here to work together in the best interest of the client. Leave your ego at the door. How refreshing!
Over the years, that client built a culture of trust and encouragement that transcended the traditional lines that separated the company, agencies and media. We were all in it together. Salespeople were treated as friends – partners in the company’s success.
A message to salespeople
Please remember that your purpose is not just to sell your products or services. It is to serve the client’s needs. If you keep this in mind, you are much more likely to develop a relationship that establishes you as a partner rather than someone to be avoided. You’ll gain respect and credibility that will result in increased business for you and your company. Plus, if you are unable to serve the needs of the client, it’s in your best interest to admit it and even recommend someone who can.
Salespeople bring their best ideas to their friends
Some companies, such as the one just mentioned, have figured out how to capitalize on the ideas of sales reps and those reps reciprocate by taking their best ideas to their friends. I like the idea of having such players on my team rather than with my competitor. Don’t you?
Two heads really are better than one. In fact, I believe that ideas are exponential. When you bring several people together, each working toward one goal, they feed off one another. Ideas come faster and more abundantly than ever imagined. Why else do you think that little number in the “exponent” position is referred to as the power?
Jim Walton
jim@brandaccel.com
317.536.6255
704.230.0394
Subscribe to:
Posts
(
Atom
)
