Sunday, January 27, 2013

Someone Has to Do the Work

Someone Has to Do the Work
Bring the team together

A question that I hear more than any other is "What will a new web site, brochure, video, etc. do for me?" Some people even ask me how many sales leads they should expect if they make such investments. Clearly, such questions may indicate ignorance about the difference between branding, marketing communications, and sales, but it’s important to understand just how each impacts the other.

The only time such a lack of understanding becomes a big deal is when a manager believes that a marketing or PR tactic will take the place of good old-fashion selling. Sadly, there are still managers who believe that a marketing program will completely eliminate the need for the real work of business development.  They expect an ad to appear or a web site to go live and then for the phone to magically ring. Of course, it sometimes happens, but the truth is that someone still needs to do the grunt work.

At Brand Acceleration, we are most successful when we partner with our clients marketing, PR, and sales departments. In addition to thoroughly knowing how key prospects use such tactics, we want to orchestrate marketing communications efforts with such events as service launches, conference participation, trade shows, and carefully selected media editorials. Managed properly, such efforts can effectively soften the market, growing company or community awareness, and greasing the wheels for a timely sales call.

Without such coordination, the stage is set for the blame game. Sales representatives, under pressure from the boss, may blame the marketing department, and the folks in marketing will lay the blame squarely in the lap of sales people. Who's to blame? Probably someone at a higher level. Someone needs to bring the teams together.

In our role, we have the luxury and obligation of meeting with the owners and/or top managers, digging in to find out what the big vision is for the company or community. I remember a time when our team sat with a client for just such a fact-finding meeting. After about thirty minutes of asking questions, prodding, and prying into some very personal areas, it became apparent that there was something we were not being told. There was a very uncomfortable vibe in the room.

Knowing that our chances for success would be limited if the leadership team refused to come clean with the facts, I stopped the meeting by looking the company president in the eye and making a point-blank statement. "Mr. Smith, there is clearly something unsaid in this conversation. If you expect us to help you, you're going to have to trust us enough to tell us everything, in detail. If you're unable or unwilling to do that, I'm afraid this meeting is a waste of time. If you'd like, we'll gladly step out of the room so you can confer with your team. If not, I think we'll thank you for your time and head back to our office." The silence in the room was thick. People on both sides were holding their breath, waiting to see what happened next.

After what seemed like an eternity, Mr. Smith broke the silence. "You're right, Jim. There is something we haven't told you. We've hired a new sales director and we need to ramp up our sales and marcom (marketing communications) efforts in a hurry. The ownership team has made the decision to put the company up for sale and we need to make big improvements in order to command the sale price we want."

Whew! Now that the big secret was out, we all settled down for a couple of days of serious talks with the owners and department heads. We had work to do and we had to think strategically in order to help them accomplish their goal.  A year and a half later, after an aggressive marketing and sales effort, the owners announced the sale of the company and their retirement dates.

The entire process took loads of hard work and an openness that was often very uncomfortable. For us, it was a great experience. We loved the fact that we were not viewed as a vendor or outsider. We were part of the team, mutually working toward one goal.

If you're ever in need of a partner firm that understands the meaning of collaboration and teamwork, I hope you'll call me. I believe you will love our style. I promise, you will never feel like we're there simply to get your business or sell more. Your goals are our goals. The rest will take care of itself.

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

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 News 1-29-13


Good Economic News

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

Excela Pharma Sciences, a maker of pharmaceutical products, will expand its operation in Carldwell County, North Carolina, creating 38 jobs.

Ashley Furniture Industries will open a manufacturing operation and customer support center in Verona, Mississippi, creating 60 jobs.

In Hendricks County, Indiana, apparel and home décor retailer Gordmans, Inc. will open a distribution center, creating 250 new jobs. Congrats to economic developer and Brand Acceleration client Cinda Kelley-Hutchings.

JELD-WEN, a maker of windows and doors, will locate its North American Headquarters in Charlotte, North Carolina, creating 142 new jobs.

In Ames, Iowa, 3M, a maker of electronic and industrial products, will expand and add 75 jobs.

In Jupiter, Florida, turbine engine maker Parametric Solutions, Inc. will establish a new manufacturing facility, adding 100 workers.

Hawkeye Preferred Tooling Group, a maker of molds and tooling products, will expand its operation in Charles City, Iowa, creating 15 jobs.

In Roswell, Georgia, auto maker General Motors will open a new IT Innovation Center, creating 1,000 jobs.

Excel Linen and Telemark, providers of linen products and services, will locate in Kansas City, Kansas, creating 165 jobs.

DENSO International America, Inc., a maker of auto products, will expand its Battle Creek, Michigan operation, creating 266 new jobs.

Milwaukee Tool, a maker of tools and accessories, will open a research and development center in Brookfield, Wisconsin, adding 128 jobs.

Moran Iron Works, Inc., a maker of metal modular components, will expand in Onaway and Rogers City, Michigan, creating 75 jobs.

Kiswire, Inc., a maker of steel cord for the tire industry, will expand its operation in Newberry County, South Carolina, adding 30 workers.

In Albertville, Alabama, Parrallel Forest Products Corporation, a producer of dimensional lumber, will open a sawmill, creating 130 new jobs.

Sadler Power Train, a distributor of truck parts, will expand in Davenport, Iowa, adding 6 employees.

CMS Food Solutions, Inc., a biotech company, will open a manufacturing facility in Leland, North Carolina, creating 50 new jobs.

In Halifax County, North Carolina, timber products maker Klausner Lumber Two will establish a sawmill, creating 350 jobs.

Magnolia LNG, a provider of natural gas, will build a gas production and export facility at The Port of Lake Charles, Louisiana, creating 45 jobs.

Fair Oaks Farms Brands, Inc., a maker of dairy products, will expand in Coopersville, Michigan, adding 133 workers.

In Vichy, Missouri, Brewer Science, a maker of microelectronic devices, will open a new manufacturing facility, creating 65 jobs.

Dippin’ Dots, a maker of ice cream products, will expand its operation in Paducah, Kentucky, adding 30 jobs.

In Horry County, South Carolina, lumber maker Canfor Southern Pine will expand and add 56 workers.

Midway Aircraft Instrument Corporation, an aircraft maintenance company, will locate a new facility in Union County, North Carolina, creating 36 new jobs.

At The Port of Lake Charles, Louisiana, G2X Energy, Inc. will create a natural gas-to-gasoline facility, establishing 243 jobs.

Monsanto Company, a maker of agricultural products, will expand its seed corn operation in Williamsburg and Grinnell, Iowa, adding 8 workers.

Zentric, Inc., a maker of batteries and fuel cells, will expand its headquarters in Henderson County, North Carolina, creating 116 new jobs.

In Evansville, Indiana, Berry Plastics Group, Inc., a maker of plastic packaging products, will expand and hire 115 workers.

Herbalife, a maker of nutrition products, will establish a manufacturing facility in Forsyth County, North Carolina, creating 493 new jobs.

In Leawood, Kansas, Peninsula Polymers, a specialty chemical distribution company, will open its headquarters and add 10 workers.

Zinpro Corporation, a maker of animal feed supplements, will open a new facility in Butler County, Iowa, adding 39 jobs.

Microtherm, Inc., a maker of insulation products, will open a new facility in Maryville, Tennessee, creating 40 jobs.

Integrated Manufacturing and Assembly, a maker of auto seating products, will expand in Detroit, Michigan, creating 755 new jobs.

AirWatch, a maker of products for mobile devices, will expand its operation in Atlanta, Georgia, creating 800 new jobs.

In Olive Branch, Mississippi, Helen of Troy, a marketer of household and personal care products, will locate a distribution center, creating 300 jobs.

Rigaku Innovative Technologies, Inc., a maker of optical products, will expand in Auburn Hills, Michigan, hiring 27 workers.

International Wood Fuels, LLC, a maker of wood products, will open a new facility in Wilson County, North Carolina, creating 32 jobs.

In Adams County, Mississippi, von Drehle Corporation, a maker of paper products, will locate a manufacturing facility, creating 100 new jobs.

Lap Tech Industries, a maker of precision components, will expand its operation in York County, South Carolina, creating 60 jobs.

In Cullman, Alabama, auto maker Mercedes-Benz will expand and add 200 workers.

Signet Maritime Corporation, a marine transportation and logistics company, will expand in Pascagoula, Mississippi, adding 50 workers.

BoDeans Wafers Company, a food products maker, will expand in Le Mars, Iowa, adding 11 workers.

In Shawnee, Kansas, E.C. Manufacturing, a maker of heating elements, will open a manufacturing facility, adding 252 workers.

In Indianapolis, Indiana, craft brewer Sun King Brewing Company, LLC, will expand and hire 32 people.

ACX Pacific Northwest, Inc., a maker of animal feed products, will locate a new operation in Wayne County, North Carolina, adding 38 workers.

Biotrial, a bio/pharma research organization, will open its North American headquarters in Newark, New Jersey, creating 100 new jobs.

Turbine Blade Maker Ellwood Advanced Components, LLC will expand its operation in Forsyth County, North Carolina, adding 55 jobs.

Lear Corporation, a maker of seating products, will expand its operation in Highland Park, Michigan and hire 334 workers.

In Cedar Rapids, Iowa, fundraising company RuffaloCODY will open a new facility and hire 111 workers.

In Tecumseh, Michigan, Lenawee Stamping Corporation, a maker of metal and welded products, will open a new facility and hire 530 jobs.

Gildan Activewear, Inc., a maker of apparel products, will open a new spinning facility on Rowan County, North Carolina, creating 170 jobs. Congrats to economic developer Robert Van Geons.

Bericap North America, a maker of plastic products, will expand its operation in Cherokee County, South Carolina, adding 50 new jobs.

In Memphis, Tennessee, New Breed Logistics will expand its warehouse and distribution operation, creating 468 jobs.

Cosma Casting Michigan, a supplier to the auto industry, will open a new facility in Battle Creek, Michigan, creating 572 jobs.

In Delta and Brownstown, Michigan, Norplas Industries, Inc., a maker of auto parts, will open a new operation, will open a new operation, creating 658 jobs.

TENOWO, Inc., a maker of textile products, will expand in Lincoln County, North Carolina, creating 26 new jobs.

Swift Group of Industries, a maker of refrigerator filters, will open a new manufacturing facility in Clarendon County, South Carolina, creating 60 new jobs.

DENSO International America, Inc., a maker of auto products, will expand its Southfield, Michigan operation, creating 176 new jobs.

Balfour Beatty Rail, Inc., a maker of electrical components, will expand in Wayne County, North Carolina, creating 29 jobs.

In Sissonville, West Virginia, NGK Spark Plus will expand and add 34 workers.

Michelin North America, a maker of tires and rubber products, will expand its operation in Anderson County, South Carolina, adding 100 workers.

Keihin North America, a maker of parts for the auto industry, will move its headquarters to Anderson, Indiana, creating 175 workers.

Whirlpool Corporation, a maker of home appliances, will expand its operation in Benton Harbor, Michigan, creating 180 jobs.

Bodine Electric Company, a maker of gearmotors, will expand in Peosta, Iowa, adding 35 jobs.

Glacier Transit and Storage, Inc., a provider of refrigerated space, will expand in Plymouth, Wisconsin, creating 7 jobs.

Unique Granite and Marble, Inc., a maker of countertops, will expand and create 25 new jobs in Owensboro, Kentucky.

Total Jobs Announcements: 10, 861

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

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

 

 

 

 

Sunday, January 6, 2013

Each Day is a New Beginning

Each Day is a New Beginning
Even for your brand

Every January, a large number of people kick off the new year with a list of resolutions. Some plan to lose weight, others pledge to drink less (good luck with that), and others expect to transform into a better person. Typically, most resolutions are broken within about two weeks.

Companies and communities, too, often look at January as a time to set goals for improvement. At Brand Acceleration, it’s a time when we get numerous calls for new logos, web sites, brochures, and even new names. The urge to refresh or start over is often overwhelming.

Perception is reality
Unfortunately, there are some things that even the best branding and communications firm cannot change. You see, the secret to brand success is not with a killer logo or web site. It resides in the way you do business and interact with people. If you’re passionate about meeting and exceeding customer expectations, your brand will soar. On the other hand, if you show a blatant disregard for customer expectations, even the most beautiful logo or web site won’t fix the problem. We’ve witnessed numerous companies and communities that have horrible reputations due to bad management and arrogance. As one of my former bosses used to say, “You can’t shine Sh**!”

Seeking professional assistance
I often receive phone calls from people asking if Brand Acceleration designs logos or web sites. I explain that while we do provide those services, we are first and foremost marketers. Our passion is in understanding the needs of our clients and developing marketing strategies that grow the brand and generate results.

Our desire is to be the absolute best at branding and marketing communications in the economic development, architecture, engineering, and construction industries. For our team, this responsibility requires us to make every effort to dig in and understand the needs of such audiences as site selection consultants, real estate professionals, university presidents, hospital administrators, and others.

I don’t care how clever or beautiful a design firm’s portfolio is, if their work doesn’t connect with the target audiences and grow the brand, then the effort will fail and the budget will have been wasted.

I was once in a situation where several firms, including mine, were invited to do presentations to a prospective client team, hoping to get their economic development web site project. It was quite awkward, having each of us sit in the back of the room while, one-by-one, we went to the front to pitch our services. It was especially awkward listening to people talk about how creative their designers were or asking questions to which they should have known the answer. One person even inquired about the prospects for additional business. I, fortunately, was the only person who discussed their industry and audiences. Happily, we got the business; Sadly, I was somewhat ashamed that designers and web site builders attempted to put themselves out as brand professionals in a business about which they knew nothing.

In the branding and marketing industry, as in any industry, each day is a new beginning, a new opportunity to reshape opinions and to better serve the needs of our clients. For each of us, it’s an opportunity to be better than we were the day before. Use each day wisely.

Best wishes for an outstanding 2013.

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


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 1-6-2013


Good Economic News

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

In Novi, Michigan, visual guiding systems maker OPS Solutions, LLC will expand and create 25 new jobs.

Information Technology provider SPARC will expand its Berkley County, South Carolina operation, creating 310 new jobs.

In Louisville, Kentucky, spring maker NHK Spring Precision of America plans to expand and create 50 jobs.

Fertilizer maker Mosaic Company will open a new facility in St. James Parish, Louisiana, creating 53 new jobs.

In Comstock Charter Township, Michigan, mining equipment maker Getman Corporation will expand and create 150 jobs.

Gourmet mushroom producer amFOG Farms, LLC will relocate its headquarters and open a new production facility in Jasper County, South Carolina, creating 7 new jobs.

Brotherhood Mutual Insurance Company will expand its Ft. Wayne, Indiana headquarters and add 102 employees.

In Saline County, Missouri, General Electric will expand its operation and hire 115 people.

In El Paso, Texas, business services provider ADP will expand and create 585 jobs.

UPS Midstream Services, a maker of compressor equipment, will open a new machine shop in Jena, Louisiana, creating 95 jobs.

In Tennessee, Bell Helicopter will open a new facility at its Piney Flats operation, creating 125 new jobs.

In Dorchester County, South Carolina, aviation component supplier Aero Precision Products will expand and hire 15 people.

In Burns Harbor, Indiana, Indiana Flame Service, a technology services contractor, will expand and add 24 employees.

Auto parts supplier YH America plans to expand its Versailles, Kentucky operation and create 10 new jobs.

Airline industry supplier Indy Honeycomb will expand its northern Kentucky operation, creating 13 jobs.

The City of Port Huron, Michigan will create a mixed use development, including a convention center, that will create 100 new jobs.

Jasper Engine Exchange, Inc., an engine and transmission remanufacturer, will expand and add 40 new jobs at its Jasper, Indiana facility.

In Loudon, County, Tennessee, tile maker Ceramica Del Conca will build a new manufacturing facility and hire 178 people.

In Shreveport, Louisiana, vehicle maker Elio Motors, Inc. will open a new operation, creating 1,500 new jobs.

In Gloster, Mississippi, Drax Biomass will open a new wood pellet production facility and hire 45 people.

Albemarle Corporation, a producer of specialty chemicals, will expand its operation in Orangeburg County, South Carolina, creating 20 new jobs.

In Elkhart, Indiana, Vista Manufacturing, Inc., a maker of electronic lighting products, will expand and add 15 employees.

In Grand Rapids, Michigan, Founders Brewing Company will expand and create 52 new jobs.

In Paris, Texas, the James Skinner Baking Company will open a new bakery, creating 393 jobs.

In Colleton County, South Carolina, yarn and thread maker Sarla Performance Fibers will open a new facility, creating 100 new jobs.

Kimball Hospitality, Inc., a maker of hotel furniture, will expand its operation in Jasper, Indiana, creating 20 jobs.

In Knoxville, Tennessee, Tomcat USA, a maker of structural trussing, will open a new manufacturing facility and hire 50 people.

In Jasper, Alabama, auto parts supplier Vistech Manufacturing Solutions will expand and add 10 employees.

In Charleston County, South Carolina, Millard Refrigerated Services will open a new cold storage facility and hire 87 people.

The RND Group, Inc. a software provider, will expand its operation in Indianapolis, Indiana, creating 25 new jobs.

Intelsat, a satellite services provider, will move its headquarters to Fairfax County, Virginia, creating 430 new jobs.

La-Z-Boy, a furniture maker, will construct a new headquarters in Monroe, Michigan, creating 50 new jobs.

In Dayton, Tennessee, Automotive Components will expand and create 50 jobs.

LocalMed, a provider of services to the healthcare industry, will open a new operation in Baton Rouge, Louisiana, creating 100 new jobs.

In Louisville, Kentucky, software company ICIM Corporation will establish its headquarters and create 100 jobs.

Drax Biomass, an energy company, will open a new wood pellet facility in Bastrop, Louisiana, creating 63 new jobs.

In Indianapolis, Indiana, actuarial and consulting firm Milliman, Inc. will expand and add 26 new employees.

Teledyne Electronic Manufacturing Services, a maker of micro-electronic products, will expand its Lewisburg, Tennessee operation, creating 96 new jobs.

Agru America, a maker of geosynthetics, will expand its facility in Georgetown and Williamsburg counties in South Carolina, creating 126 new jobs.

In Tipton, Indiana, Chrysler Group, LLC will open a new operation, creating 850 new jobs.

Perfection Clutch, a distributor of auto parts, will locate a new facility in Hazelwood, Missouri, creating 10 new jobs.

In Portage, Michigan, Mueller Plastics, a maker and distributor of copper, plastic, and brass products, will open a new facility and hire 63 people.

Mando Corporation, a supplier of auto parts, will open a facility in Meriwether County, Georgia, creating 660 new jobs.

In Rockcastle County, Kentucky, packaging products maker Anchor Packaging will open a new facility, creating 150 jobs.

In Elkhart, Indiana, Conn-Selmer, Inc., a maker of band and orchestra instruments, will consolidate operations and create 23 new jobs.

Biomaterials maker Purac will open a new facility in Tucker, Georgia, creating 30 new jobs.

Software company TEKsystems Global Services will open a new IT center in Irving, Texas, creating 500 new jobs.

Auto maker Chrysler Group will expand its operation on Kokomo, Indiana, creating 400 new jobs.

In Charlotte, North Carolina, retailer Belk, Inc. will expand and add 150 employees.

Land O’Frost, Inc., a provider of meat products, will relocate its headquarters to Munster, Indiana, creating 50 new jobs.

Time Warner Cable, a provider of television and internet services, will expand its operation in Lexington, County, South Carolina, hiring 644 employees.

Access America Transport will expand and create 550 new jobs at its Chattanooga and Knoxville, Tennessee facilities.

Total Jobs Announcements: 9,435

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


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