It Never Pays to Be a Know-It-All

It Never Pays to Be a Know-It-All

Listen to your clients, team, and advisors

Several years ago, when I was working at another ad agency, I answered to a guy whose personality was, let’s say, outgoing. It was my first ad agency job and I was totally ignorant about how such organizations worked. I had worked for years on the client side and in publishing, broadcasting, and event management. I was a marketer, but the agency business was foreign to me. My mode of operation was simple; listen to the client and my team and then make informed decisions.

For Mr. Know-it-all, my listening moments were a problem. He perceived my silence as a lack of confidence and a sign of weakness. His MO was exactly the opposite. An agency veteran with a loud-and-proud confidence, his approach was to dominate discussions and convince clients that he was the expert. Some people accepted his exuberant confidence while others were just too afraid to challenge him, feeding his personality. Back at the office, he had the ear of the agency owner, a hunting and fishing buddy who liked his take-charge approach.

As you might expect, he and I had issues. My approach was to listen to clients in an effort to pin-point their challenges and then recruit my team to flesh out and suggest solutions. A one-man expert, he liked to tell clients what they should do and sell agency services. Needless to say, we had our moments.

That job, and my experiences with Mr. Know-it-all, ended up providing life experiences that significantly influenced who I became and how Brand Acceleration now serves client needs.

First, we recognize that our clients are the experts in their fields. They have knowledge and experiences that we may not have. They understand their clients and industries at a level that may be much deeper than we do. We’re marketing experts and our responsibility is to ask questions, shut up, and hear their challenges.

Next, we remember that our role is to serve as an extension of our clients, bringing ideas and solutions that are based on our experiences. As the owner and face of the company, I rely heavily on the expertise and experience of my team.

Specialization helps

When I started Brand Acceleration, it was because I recognized a disturbing trend in the ad agency industry. Most relied greatly on their creative capabilities and offered little or no industry counsel to their clients. As a result, the business often went to the agency with the most interesting creative and the lowest prices. Another trend was that the average length of the agency/client relationship was a whopping 18 months. I thought that was pathetic.

Our style is totally old school. By specializing in economic development and AEC, we offer significant depth of knowledge about the expectations of our clients’ audiences. We win and our clients win.

For example, our economic development clients love the fact that we have a deep understanding of site selection consultants, real estate brokers, and c-suite executives. We know how they interact with marketing tools such as web sites, videos, social media, and advertising. This knowledge makes conversations with our clients much better since they never have to teach us about their needs. We speak their language and offer informed solutions.

Recently, we deepened our team even further with the development of the Brand Acceleration Board of Advisors. These industry leaders, including experts from several industry categories, offer us outstanding insights that make us even better. Watch for a detailed announcement about this amazing group.

So, if you would like a marketing partner that offers expertise without the bullying attitude, I hope you’ll give us a call. We’ll listen to your challenges and offer knowledge-based solutions.

I’d love to hear from you. Feel free to share your thoughts and personal experiences below.

Have a great week,

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis: 317.536.6255

Charlotte: 704:230:0394

Atlanta: 404.474.7980

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

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Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

 

Good Economic News 3-30-13

Good Economic News

Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.

In Geismar, Louisiana, chemical maker Huntsman Corporation will expand and create 397 jobs.

In Muncie, Indiana, Delaware Dynamics, LLC, a provider of die casting services, will expand and add 13 employees. Congrats to economic developer Terry Murphy.

Macco Organiques, a maker of chlorides, will open a new facility in Paducah, Kentucky, creating 40 new jobs.

Aircraft builder Boeing will consolidate flight training services in Miami, Florida, creating 787 jobs.

NAPA Auto Parts will hire 700 people companywide.

In Hamilton, Georgia, poultry producer Koch Foods will expand and add 750 employees.

In Macon County, North Carolina, metal manufacturer Franklin Tubular Products, Inc. will locate a new facility and create 121 jobs.

In Monroe, Michigan, auto parts maker Hanwha L&C Alabama LLC will expand and create 70 jobs.

Standard Register, a business services provider, will locate a new operation in Jeffersonville, Indiana, creating 360 jobs.

In Marion County, South Carolina, Essex Holdings, Inc., a global resource company, will open a facility and hire 215 people.

Central Pennsylvania Institute of Science and Technology will expand its training facility and add 185 employees.

In Madison County, Indiana, truck body maker Warner Bodies, Inc. will expand and add 150 employees.

Martinrea Jonesville, a metal forming company, will open a new facility in North Adams, Michigan, creating 122 jobs.

Metal Shark Boats, a maker of watercraft, will expand in Jeanerette, Louisiana, creating 200 jobs.

Outokumpo Stainless Bar, a metal fabrication company, will expand in Chester County, South Carolina, adding 20 employees.

In New Albany, Indiana, jewelry producer Ronaldo Designer Jewelry, Inc., will open a new plant and hire 80 employees.

Kovatch Mobile Equipment, a maker of water hauling tanks, will expand in Nesquehoning, Pennsylvania, creating 100 new jobs.

Restaurant Hurricane Grill and Wings will expand and add 420 employees.

Peer Foods Group, Inc., a distributor of Food Products, will locate a new facility in Hancock County, Indiana, creating 80 jobs. Congrats to economic developer Skip Kuker.

In Richland County, South Carolina, Foil and Film packaging maker Constantia Hueck Foils will expand and add 15 employees.

In Grenada, Mississippi, sawmill operator Fly Timber will expand and create 30 new jobs.

In Kingsport, Tennessee, food maker Leclerc Foods will expand and create 40 new jobs.

Zehnder’s of Frankenmuth, a provider of hospitality products and services, will expand and create 69 jobs in Frankenmuth, Michigan.

XPO Logistics, a freight services provider, will expand its operation in Mecklenburg County, North Carolina, adding 287 employees. Congrats to economic developer Jeff Edge.

Boyd Property Preservation, LLC will expand and create 104 new jobs in Whitfield County, Georgia and 300 in the State of Georgia.

In Kalamazoo, Michigan, consumer products maker Newell Rubbermaid will open a new facility, adding 100 employees.

In Robertson County, Tennessee, ProPack, a provider of fulfillment and freight forwarding services, will open a new facility and hire 22 people. Congratulations to Brand Acceleration client Robertson County Economic Development. Great job, Margot!

Multicraft International, a maker of auto parts, will expand in Pelahatchie, Mississippi, creating 30 jobs.

Insurance and benefits company MetLife, Inc. will create 2,600 new jobs in Charlotte and Cary, North Carolina.

In Rush and Tipton Counties, Indiana, seed producer DuPont Pioneer will expand and create 41 jobs. Congrats to Brand Acceleration clients Tipton County Economic Development Organization and Rush County Economic and Community Development Corporation.

Green Flash Brewing Company, a craft beer producer, will open a new brewing facility in Virginia Beach, Virginia, adding 41 employees.

ICE Recycling LLC, a recycling services provider, will expand in Florence County, South Carolina, creating 15 jobs.

Lockheed Martin will invest in a facility to make tanks for liquefied natural gas in New Orleans, Louisiana, creating 166 jobs.

Sears Home Services will add 500 employees companywide.

In Halifax County, North Carolina, lumber producer Meherrin River Forest Products, will locate a new operation and hire 40 people.

In Vermillion, South Dakota, software developer Eagle Creek Software Services will open a new operation and hire 1,000 people.

In Stafford County, Virginia, food maker Greencore Group plc will expand and add 350 employees.

80/20 Inc., a maker of aluminum products, will expand its operation in Whitley County, Indiana, creating 97 jobs.

In Frankfort County, Kentucky, Hayashi Telempu North America, a maker of auto parts, will open a new facility and hire 103 people.

In Ann Arbor, Michigan, Lyons Consulting Group, an e-commerce company, will open an office and hire 30 employees.

In Vance, Alabama, auto maker Mercedes-Benze Alabama will open a facility and create 500 jobs.

Global Green Lighting, a maker of lighting products, will open an assembly plant in Chattanooga, Tennessee, creating 250 jobs.

In Indianapolis, Indiana, Celadon Trucking Services, Inc., a freight services provider, will open a driver training school and hire 500 employees.

In the cities of Holland and Walker, Michigan, Challenge Manufacturing Company, a maker of metal products, will expand and add 180 employees.

TITLE Boxing Club will add 2,500 employees companywide.

OFS Brands, a furniture and logistics company, will expand in Guilford County, North Carolina, adding 188 employees.

In Dodge County, Georgia, heat treating company Aremac Heat Treating LLC will locate a new facility and hire 60 people.

In Pulaski County, Virginia, vegetable producer Red Sun Farms will expand and add 250 employees.

Detroit Thermal Systems, LLC, a climate control business, will open in Romulus, Michigan, creating 300 jobs.

True Communications will expand and add 120 employees companywide.

In Baton Rouge, Louisiana, IBM will create a new technology center and hire 800 people.

Otto Environmental Systems, Inc., a plastics maker, will expand in Mecklenburg County, North Carolina, creating 32 new jobs.

TeleTech Holdings, Inc., a customer service provider, will expand in Paducah, Kentucky and hire 450 people.

In Augusta County, Virginia, dairy manufacturer Shamrock Farms will open a new facility and create 60 jobs.

Total Jobs Announcements: 16,876

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Atlanta, Georgia: 404.474.7980

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

FaceBook

Google+

BrandCoach Blog

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

 

 

 

 

 

Good Economic News 3-12-13

Good Economic News

Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.

Ascend Performance Materials, a technology provider, will open a new facility in Brazoria County, Texas, creating 100 new jobs.

In Fishers, Indiana, First Internet Bank of Indiana will expand and create 50 jobs.

In Mecklenburg County, North Carolina, shoe retailer Rack Room Shoes will expand its headquarters and add 87 jobs.

South Louisiana Methanol will open a new methanol production facility in St. James Parish, Louisiana, creating 63 new jobs.

Hardware retailer Lowe’s will hire 45,000 seasonal workers.

In Clarendon County, South Carolina, pharmaceutical maker Spirit Pharmaceutical will locate a new facility and create 296 jobs.

In Chicago, Illinois, healthcare provider GoHealth will expand and add 250 employees.

In Harrodsburg, Kenticky, Wausau Paper, a maker of towel and tissue paper, will expand and create 76 jobs.

U.S. Tsubaki Automotive, LLC, a chain technology company, will expand and add 70 jobs.

In Hamilton County, Indiana, insurance company Baldwin & Lyons will expand and create 133 jobs.

In New Hanover County, North Carolina, packaging maker North State Flexibles will expand and add 41 new employees.

In Lansing, Michigan, moving services provider Two Men And A Truck will expand and create 125 jobs.

Recleim, a recycler of appliances and e-waste materials, will establish a recycling plant in Aiken, South Carolina, creating 200 jobs. Congrats to Brand Acceleration client Economic Development Partnership. Hats off to Will Williams and the rest of the EDP team.

In Baton Rouge, Louisiana, Natie USA, a maker of plastic products, will open a new facility, creating 210 jobs.

Crawford Industries, LLC, a maker of plastic packaging, will expand its operation in Montgomery County, Indiana, adding 11 employees.

In Charlotte and Cary, North Carolina, insurance company MetLife will expand and add 2,600 emplyoyees.

In Macomb Charter Township, Michigan, Baker Aerospace Tooling and Machining, a parts and tooling company, will expand and create 188 jobs.

1-800 CONTACTS, a retailer of contact lenses, will expand its operation in Salt Lake City, Utah, creating 654 jobs.

NextGear Capital, an automotive financial services provider, will expand and create 169 new jobs in Carmel, Indiana.

Weight loss program provider Medifast will add 70 employees.

In Memphis, Tennessee, J.M. Smucker Company will open a peanut butter manufacturing facility, creating 125 new jobs.

In Bartlesville, Oklahoma, engineering firm ABB will expand and add 250 employees.

Global Food Group, a provider of food products, will open a new facility in Clinton, Arkansas, creating 225 jobs.

Walmart Stores, Inc. plans to open a distribution center in Mankato, Minnesota, creating 300 new jobs.

In Kansas City, Missouri, Clay and Bailey Manufacturing Company, a maker of above-ground and underground tanks, will expand and create 4 jobs.

Nuclear energy company AREVA will expand its operation in Charlotte, North Carolina, creating 130 jobs.

MasterBrand Cabinets, Inc., a maker of home cabinetry, will expand its operation in Goshen, Indiana, adding 76 employees.

In Matagorda County, Texas, steel pipe maker Tenaris will open a new facility, adding 600 employees.

Cellairis, a provider of cell phone and PDA accessories, will add 680 employees.

In Bradenton, Florida, Motorworks Brewing will open a new facility and add 30 employees.

Steel building maker Nash Building Systems, Inc. will expand its operation in Edgecombe County, North Carolina, creating 29 jobs.

In Cobb County, Georgia, consulting firm Infisys will expand and hire 200 people.

In Monroe, Louisiana, telecom company CenturyLink will open a new technology center and hire 800 employees.

Printpack, Inc., a packaging products company, will expand its operation in Villa Rica, Georgia, creating 20 jobs.

In St. Joseph, Missouri, I&M Machine & Fabrication, a metal fabrication company, will expand and add 25 employees.

In Hampton Roads and Newport News, Virginia, Liebehrr Mining Equipment New Port News Company, a maker of construction and mining equipment, will expand and create 174 jobs.

Sandwich shop Schlotzky’s will expand and add 1,200 employees.

In Surry County, North Carolina, Awesome Products, a maker of cleaning products, will locate a new facility and hire 90 employees.

In Hanover, New Hampshire, Hypertherm, a maker of cutting systems, will open a new manufacturing facility and hire 500 people.

Southern Finishing Company, a furmaker of furniture, will expand its operation in Rockingham County, North Carolina, creating 11 jobs.

In Mexico, Missouri, steel fabrication company Fluid Power Supports will expand and create 15 jobs.

In Cleveland, Tennessee, Renfro Corporation, a maker of legwear, will add a facility and hire 168 new employees.

Theme park Holiday World & Splashin’ Safari, located in Santa Claus, Indiana, will hire 2,100 seasonal jobs.

In Alpharetta, Georgia, tax and advisory services provider Ernst & Young will establish its global IT Center, creating 400 jobs. Congrats to economic developer Peter Tokar.

In Alcoa, Tennessee, ProNova Solutions, a provider of cancer treatments, will expand and add 525 employees.

Lyne Plastics, a recycler and maker of plastic products, will expand in Sedalia, Missouri and create 14 jobs.

In Guilford County, North Carolina, packaging maker North State Flexibles will expand and add 41 new employees.

Bank of America is adding 2,000 employees.

Total Jobs Announcements: 57,977

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

FaceBook

Google+

BrandCoach Blog

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

 

 

 

 

 

Your Web Site Is Done – Now What?

Your Web Site Is Done – Now What?

Strategies to boost your web traffic

I’ve seen it many times; a community or company spends time and money on a new web site, maybe even a great one, and then assumes the work is done. There’s nothing more to do. Unfortunately, that’s often where they end their marketing effort. The web site then lingers, attracting very little traffic. Like cyber driftwood, it floats along, virtually unseen.

You see, visitors find a web site in two ways; they discover it via a search engine or are directed to it through advertising or another promotional effort.

Search Engine Optimization

SEO is a mysterious mix of art and science. In order to be effective, well-crafted web sites must be written and programmed with a thorough understanding of how search engines work. The Brand Acceleration writers and programmers are both artists and scientists. They have an amazing ability to craft beautiful and emotional prose while masterfully weaving in a mix of keywords and phrases that help achieve solid search results. Then, our programmers create a brilliant structure that helps assure positive rankings.

Keeping things interesting, the search engine developers love to change the rules on a regular basis. Google, Bing!, and Yahoo have made numerous changes in recent months, keeping our writers and programmers on their toes.

Push Marketing Makes All the Difference

The next, and equally important, way that visitors find a web site is through Push Marketing. Through a strategic plan that includes tactics such as social media marketing, blogs, online marketing, and others, visitors are driven to web sites and, if well-done, converted to customers.

The Story Behind Analytics

As the creator and host of numerous web sites, Brand Acceleration has access to the analytics that tell the inside stories of their traffic patterns. We evaluate web traffic on a regular schedule, looking to see what works and what doesn’t. Regarding the sources of web traffic, we want to see balance. Ideally, we’ll see that visitors come evenly from search engines and push marketing efforts. In other words, our desire is to know that everything is working well.

On the other hand, the analytics will indicate the lack of outbound or push marketing. When no effort is made to grow community of company awareness, the analytics will show two common characteristics. First, web traffic (visitor count) will be low and, second, a large majority of visitors will come through search engines. This game of chance is grossly ineffective because there are competitors out there that are working hard to attract the same prospective visitors.

What are You To Do?

First of all, you must realize that the creation of a great web site is very important. See my recent blog entitled “You’d Better Have a Great Web Site,” for more on this subject. However, the effort should not stop there. Next, you have to accept the fact that marketing communications should never end. The most successful web sites are supported by an ongoing strategy to grow awareness and drive web traffic.

Our most successful clients work closely with our team to identify key audiences, understanding what makes them respond, and developing plans to generate results. If your web traffic or business activity is less than stellar, maybe we should talk. Contact me today to schedule a free, no obligation evaluation of your web site and other marketing efforts. Together, we can discover what is needed to achieve much higher results.

I’d love to hear from you. Feel free to share your thoughts and personal experiences below.

Have a great week,

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis: 317.536.6255

Charlotte: 704:230:0394

Atlanta: 404.474.7980

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

Facebook

Google+

YouTube

Vimeo

BrandCoach Blog

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.