Protect Your Brand
Avoid brand-killing mistakes.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
“Take a deep breath and count to ten.” This is a phrase often uttered by one parent to another when a child becomes unruly. It’s also a thought that crosses your mind when your boss, or co-worker or customer really ticks you off. It’s also good advice when making business decisions. Whether times are good or bad, it’s always a good idea to step back, take a breath and consider the long-range consequences of your decisions.
Tough times – Tough decisions
Things are really difficult in the construction industry. It’s more competitive than anyone can remember. It used to be commonplace for three to five bidders to respond to an RFP. Companies were busy and only responded to opportunities that were very desirable and a perfect fit.
Things are different these days. When an RFP is issued, it’s not uncommon for twenty or thirty companies to respond. Many are bidding on work that they would have historically considered much too small, or large, or far away, or just a bad fit. When it comes to pricing, margins are so thin that some bidders put themselves at risk of financial failure by accepting the work.
Short-term decisions – Long-term impact
How do such decisions impact the long-range brand position of a company? A company that has a reputation for outstanding work as a builder of hospitals may risk permanent harm to its brand position by chasing a very small project in an industry they would never have considered. When the economy improves, however, their customers may be confused about who they are. As the old saying goes, you can’t unpeel an onion.” Clients and prospects may be wondering if the builder is still a high-end specialist or a does-all generalist. If they’re looking for a high-end specialist, they may find themselves off the bid list.
Don’t get me wrong. I know that tough times require tough decisions and you have to do whatever is necessary to make ends meet. I’m just suggesting that before making brand-altering decisions, you step back, take a deep breath and look down the road a few years. What will this decision mean to your company’s future?
You see, with every business decision comes the need to consider its brand impact. Even the small ones can have long-lasting consequences. Do you lower prices and risk being viewed as a discounter? Do you cut staff and risk being seen as understaffed or “in trouble?” Do you expand or add new services and risk losing your core focus?
As marketing communications and public relations counselors, we often work closely with clients who are facing such decisions. Our job, as we see it, is to take an unemotional, long-range look and offer a fresh view of how today’s actions might impact the future of the brand.
Whatever the circumstances, it’s good advice to allow time for serious consideration before making a decision that could change your business and your life.
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.
Sunday, February 28, 2010
Sunday, February 14, 2010
Encourage Failure!
Or settle for mediocrity
By Jim Walton
President & CEO, Brand Acceleration, Inc.
When I was just starting my career, I was an advertising manager at a retail business which was owned by a husband and wife whose personalities could not have been any different. As the young, new ad guy, I desperately wanted to demonstrate my abilities and often brought the owners new and unique ideas. The way they responded set the tone for my three-year tenure with their company.
His approach
A young business owner, this guy was a natural-born salesman. With a short attention span and a line of bull about four miles long, he was one of those people who could make everyone love him in an instant. He really didn’t want to deal with the minutia of business ownership but he loved working with me on the advertising. Whenever I took him an idea, he would ask a few clarification questions and then ask, “How is this going to make me money?” If I could give him a clear and logical answer, he would say, “Do it!” A natural risk-taker, he would quickly measure risk versus reward and then make a decision. He clearly understood that higher risk usually meant higher reward and he just loved the game. If my idea succeeded, he publicly gave me praise. If it was less than successful, he would ask how we could change the effort and then encourage me to keep trying.
He dealt with vendors in the same positive manner. In his eyes, they were friends and business partners from whom he could learn and benefit. He treated them with respect and reverence. They returned his friendship with great ideas, great service and great deals. This guy was a relationship master.
Her approach
An equal owner in the business, she saw her husband as being too nice to employees and vendors. As a “boss,” she thought it was her responsibility to be as tough as nails and to micromanage every detail. The result was that employees feared her and rarely took ideas her way. On the rare occasion that they did take her an idea, she typically picked it apart in an abusive and humiliating way. In her mind, if she could diminish the minions, she elevated herself. If the idea actually was used, it was only after she tweaked and twisted it to the point where she could call it her own.
Vendors feared and despised her. She was unbelievably demanding, verbally abusive and reaped the seeds she sewed. They avoided her like the plague and offered her no special level of customer service. What would be the point?
Henry Ford once said, “Failure is the opportunity to begin again more intelligently.” A brilliant inventor of motorized vehicles and the father of the assembly line, Ford repeatedly tried and failed before eventually creating the Quadricycle in 1896.
Ford’s good friend and fellow inventor, Thomas Edison, reportedly tried and failed more than 10,000 times before successfully inventing the filament light bulb. In his famous Invention Factory Edison employed an entire team of inventors whose job was to try, fail, and try again until they developed something of value. As a result, Edison eventually held 1,093 patents for such inventions as the alkaline storage battery, recorded music, motion pictures and many other products far too numerous to mention.
Today, the auto industry is swirling with news of Toyota’s problems with sticking gas pedals. As unfortunate as it is, my gut feeling is that Toyota will come through the turmoil with an even stronger and more respected brand. Why? Because this is a company that has made countless deposits into its bank of brand respect. Not only do they have a history of building great products, they also have a very strong reputation as a great company. Now, in a time of difficulty, their customers and consumers around the globe are very likely to forgive their mistake because of the power of their highly respected brand. Toyota’s approach, as I would expect, is to admit their error, ask for forgiveness, make the problem right, learn from the mistake and improve their product and service.
I recently saw a very interesting video from another auto industry giant, Honda. Entitled “Failure: The Secret to Success,” it is an encouraging testament to the philosophy that we can all learn from our mistakes. It’s only eight minutes and I would encourage you to click this link to view it for yourself. http://www.youtube.com/watch?v=OiaPNlR5A4I
Do you encourage failure?
How are mistakes viewed in your workplace? Are they seen as unforgivable failures or as opportunities to learn and improve? I see the art of management much the same as parenting. A child should be encouraged to try new things, take risks and make a few mistakes. That’s the only way they’ll ever have the courage and desire to take risks and become successful in the workplace. If employees and vendors, like children, are micromanaged, protected and put down for their failures, they, and your organization, may be forever doomed to mediocrity.
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.
Or settle for mediocrity
By Jim Walton
President & CEO, Brand Acceleration, Inc.
When I was just starting my career, I was an advertising manager at a retail business which was owned by a husband and wife whose personalities could not have been any different. As the young, new ad guy, I desperately wanted to demonstrate my abilities and often brought the owners new and unique ideas. The way they responded set the tone for my three-year tenure with their company.
His approach
A young business owner, this guy was a natural-born salesman. With a short attention span and a line of bull about four miles long, he was one of those people who could make everyone love him in an instant. He really didn’t want to deal with the minutia of business ownership but he loved working with me on the advertising. Whenever I took him an idea, he would ask a few clarification questions and then ask, “How is this going to make me money?” If I could give him a clear and logical answer, he would say, “Do it!” A natural risk-taker, he would quickly measure risk versus reward and then make a decision. He clearly understood that higher risk usually meant higher reward and he just loved the game. If my idea succeeded, he publicly gave me praise. If it was less than successful, he would ask how we could change the effort and then encourage me to keep trying.
He dealt with vendors in the same positive manner. In his eyes, they were friends and business partners from whom he could learn and benefit. He treated them with respect and reverence. They returned his friendship with great ideas, great service and great deals. This guy was a relationship master.
Her approach
An equal owner in the business, she saw her husband as being too nice to employees and vendors. As a “boss,” she thought it was her responsibility to be as tough as nails and to micromanage every detail. The result was that employees feared her and rarely took ideas her way. On the rare occasion that they did take her an idea, she typically picked it apart in an abusive and humiliating way. In her mind, if she could diminish the minions, she elevated herself. If the idea actually was used, it was only after she tweaked and twisted it to the point where she could call it her own.
Vendors feared and despised her. She was unbelievably demanding, verbally abusive and reaped the seeds she sewed. They avoided her like the plague and offered her no special level of customer service. What would be the point?
Henry Ford once said, “Failure is the opportunity to begin again more intelligently.” A brilliant inventor of motorized vehicles and the father of the assembly line, Ford repeatedly tried and failed before eventually creating the Quadricycle in 1896.
Ford’s good friend and fellow inventor, Thomas Edison, reportedly tried and failed more than 10,000 times before successfully inventing the filament light bulb. In his famous Invention Factory Edison employed an entire team of inventors whose job was to try, fail, and try again until they developed something of value. As a result, Edison eventually held 1,093 patents for such inventions as the alkaline storage battery, recorded music, motion pictures and many other products far too numerous to mention.
Today, the auto industry is swirling with news of Toyota’s problems with sticking gas pedals. As unfortunate as it is, my gut feeling is that Toyota will come through the turmoil with an even stronger and more respected brand. Why? Because this is a company that has made countless deposits into its bank of brand respect. Not only do they have a history of building great products, they also have a very strong reputation as a great company. Now, in a time of difficulty, their customers and consumers around the globe are very likely to forgive their mistake because of the power of their highly respected brand. Toyota’s approach, as I would expect, is to admit their error, ask for forgiveness, make the problem right, learn from the mistake and improve their product and service.
I recently saw a very interesting video from another auto industry giant, Honda. Entitled “Failure: The Secret to Success,” it is an encouraging testament to the philosophy that we can all learn from our mistakes. It’s only eight minutes and I would encourage you to click this link to view it for yourself. http://www.youtube.com/watch?v=OiaPNlR5A4I
Do you encourage failure?
How are mistakes viewed in your workplace? Are they seen as unforgivable failures or as opportunities to learn and improve? I see the art of management much the same as parenting. A child should be encouraged to try new things, take risks and make a few mistakes. That’s the only way they’ll ever have the courage and desire to take risks and become successful in the workplace. If employees and vendors, like children, are micromanaged, protected and put down for their failures, they, and your organization, may be forever doomed to mediocrity.
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.
Sunday, January 31, 2010
Social Media Marketing
Useful tool or passing fad?
By Jim Walton
President & CEO, Brand Acceleration, Inc
Have you noticed that almost every conference you go to these days has a speaker on the topic of social media? I think it’s representative of the fact that a huge question remains, “How do I effectively use social media to market my business?” A few of the speakers I’ve heard have done a good job teaching the audience how to set up a LinkedIn or Facebook page but I’ve yet to hear anyone explain how to use them as marketing tools.
Word of Mouth Marketing for the 21st Century
Social media marketing is ideal for those people who believe that word of mouth is the best form of marketing. Unfortunately, they usually choose what I call “free range WOMM,” meaning they do nothing to manage the message. In the 21st century, that just doesn’t cut it. The community is no longer limited to the coffee shop or over the backyard fence. It now resides on an endless variety of global networks. Today, you can either manage the content or it will manage you.
What are my options?
One challenge with social media marketing is that there are just so many options. Conversations can be found on Facebook, Twitter, LinkedIn, MySpace, Digg, Delicious and a vast number of others. Blogs are also powerful opportunities to seek feedback and develop deeper relationships with customers and prospects. Add in YouTube (video and audio), FlickR (photos), and podcasts (audio), and it can be overwhelming.
Who has the time?
This is one of the biggest killers of a social media effort. Just setting everything up is daunting enough, but managing the content can easily overwhelm even the most attentive administrator. Someone has to actively manage the message. Regular posts and active participation are required in order to develop positive interaction. Some companies and places assign the job to a person or group of individuals who write articles, read and participate in industry communities, post links to interesting articles or even ask thought provoking questions.
Manage the message
It’s important to remember that social media marketing is not about posting a constant stream of advertising or sales messages. At Brand Acceleration, we follow the 80/20 rule. Our goal is to present useful, fun and interesting ideas or questions 80% of the time and to use the other 20% for promotional purposes.
Why do people use social media?
Your audiences are getting younger every day and social media audiences are getting older by the minute. What does this mean to you? It means that you need to get involved with this rapidly growing marketing tool. Your target audiences, of all ages, are active participants. As a marketer, it’s your responsibility to develop and maintain an on-going relationship with them.
People connect with you for many reasons, but the big three are:
You: They like you, your place, your company, your services or your products.
Them: They like to talk, tell, converse and connect.
Us: They like feeling like they’re part of something.
Where’s the payoff?
Another question that is almost always asked is, “Where’s the payoff?” That’s especially true among the 50+ age group. Senior managers want orders. I have this vision of early 20th century business owners saying, “If I don’t see a serious business benefit, we’re getting rid of that new-fangled telephone thing.” Social media marketing, like the telephone, is not about the tool, it’s about the relationships that are formed through its use.
People like to do business with people they know. Here a question to ask yourself: Who’s more visible to our clients or prospects, us or our competitors? Now, ask yourself this question: Who’s more likely to be considered for future business? If your competitor actively seeks and manages social media relationships with your target audiences, isn’t it reasonable to believe they might be considered for a business relationship, too?
The times, they are a-changin’
If you think social media is just another passing fad, you’d better think again. It’s importance is growing at an exponential rate. Like the old Bob Dylan song says, “You better start swimmin’ or you’ll sink like a stone. The times, they are a-changin’.” Our public relations team has seen its importance grow at an astonishing pace. In addition to news releases, feature articles and regular media contact, our clients want us to manage the social media buzz, too.
I’ll let you in on a secret. Brand Acceleration will soon launch a new package of social media marketing services. For our clients, we will manage these connections in order to expand their presence and industry connectivity. Watch for more on this in the very near future. I’m also developing a presentation on the subject. If you’re part of a trade association or community group and would like to consider this topic, please let me know.
Useful tool or passing fad?
What do you think? Is it just a passing fad? Believe me, it’s here to stay. The real question is, “Will you use it to your advantage, developing new relationships and growing existing ones, or will you leave this powerful tool to your competitors?
If you’d like to explore ways to get started or to jump start your social media marketing program, please give me a call. Or, just click any of the social media links shown in this edition of Rants and let’s connect.
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.
Useful tool or passing fad?
By Jim Walton
President & CEO, Brand Acceleration, Inc
Have you noticed that almost every conference you go to these days has a speaker on the topic of social media? I think it’s representative of the fact that a huge question remains, “How do I effectively use social media to market my business?” A few of the speakers I’ve heard have done a good job teaching the audience how to set up a LinkedIn or Facebook page but I’ve yet to hear anyone explain how to use them as marketing tools.
Word of Mouth Marketing for the 21st Century
Social media marketing is ideal for those people who believe that word of mouth is the best form of marketing. Unfortunately, they usually choose what I call “free range WOMM,” meaning they do nothing to manage the message. In the 21st century, that just doesn’t cut it. The community is no longer limited to the coffee shop or over the backyard fence. It now resides on an endless variety of global networks. Today, you can either manage the content or it will manage you.
What are my options?
One challenge with social media marketing is that there are just so many options. Conversations can be found on Facebook, Twitter, LinkedIn, MySpace, Digg, Delicious and a vast number of others. Blogs are also powerful opportunities to seek feedback and develop deeper relationships with customers and prospects. Add in YouTube (video and audio), FlickR (photos), and podcasts (audio), and it can be overwhelming.
Who has the time?
This is one of the biggest killers of a social media effort. Just setting everything up is daunting enough, but managing the content can easily overwhelm even the most attentive administrator. Someone has to actively manage the message. Regular posts and active participation are required in order to develop positive interaction. Some companies and places assign the job to a person or group of individuals who write articles, read and participate in industry communities, post links to interesting articles or even ask thought provoking questions.
Manage the message
It’s important to remember that social media marketing is not about posting a constant stream of advertising or sales messages. At Brand Acceleration, we follow the 80/20 rule. Our goal is to present useful, fun and interesting ideas or questions 80% of the time and to use the other 20% for promotional purposes.
Why do people use social media?
Your audiences are getting younger every day and social media audiences are getting older by the minute. What does this mean to you? It means that you need to get involved with this rapidly growing marketing tool. Your target audiences, of all ages, are active participants. As a marketer, it’s your responsibility to develop and maintain an on-going relationship with them.
People connect with you for many reasons, but the big three are:
You: They like you, your place, your company, your services or your products.
Them: They like to talk, tell, converse and connect.
Us: They like feeling like they’re part of something.
Where’s the payoff?
Another question that is almost always asked is, “Where’s the payoff?” That’s especially true among the 50+ age group. Senior managers want orders. I have this vision of early 20th century business owners saying, “If I don’t see a serious business benefit, we’re getting rid of that new-fangled telephone thing.” Social media marketing, like the telephone, is not about the tool, it’s about the relationships that are formed through its use.
People like to do business with people they know. Here a question to ask yourself: Who’s more visible to our clients or prospects, us or our competitors? Now, ask yourself this question: Who’s more likely to be considered for future business? If your competitor actively seeks and manages social media relationships with your target audiences, isn’t it reasonable to believe they might be considered for a business relationship, too?
The times, they are a-changin’
If you think social media is just another passing fad, you’d better think again. It’s importance is growing at an exponential rate. Like the old Bob Dylan song says, “You better start swimmin’ or you’ll sink like a stone. The times, they are a-changin’.” Our public relations team has seen its importance grow at an astonishing pace. In addition to news releases, feature articles and regular media contact, our clients want us to manage the social media buzz, too.
I’ll let you in on a secret. Brand Acceleration will soon launch a new package of social media marketing services. For our clients, we will manage these connections in order to expand their presence and industry connectivity. Watch for more on this in the very near future. I’m also developing a presentation on the subject. If you’re part of a trade association or community group and would like to consider this topic, please let me know.
Useful tool or passing fad?
What do you think? Is it just a passing fad? Believe me, it’s here to stay. The real question is, “Will you use it to your advantage, developing new relationships and growing existing ones, or will you leave this powerful tool to your competitors?
If you’d like to explore ways to get started or to jump start your social media marketing program, please give me a call. Or, just click any of the social media links shown in this edition of Rants and let’s connect.
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.
Saturday, January 16, 2010
Count Me Out!
Many are bowing out of the recession.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
You know, the past few weeks have been rather interesting. Like many of you I go to numerous meetings, but something has changed. During the fourth quarter of 2009 there were hints of new economic activity, but 2010 seems to be different. Over and over, I hear the same thing. Activity is up – significantly!
My construction industry friends are talking about increases in the number of RFP’s, new funding for tabled work, and a flurry of new prospects. Architects, on the front line of new work, are even talking about a sudden new buzz. On the economic development front, things are heating up. The fresh rush of activity has ED folks jumping through hoops, chasing new opportunities. And, attitudes are better. People are optimistic and they’re beginning to have fun again.
What happened?
That’s the big question, isn’t it? The answer is always the same. “I don’t know!”If you watch the news, they’re still talking gloom and doom, but on the front lines good things are beginning to happen.
Bowing out!
Since there’s absolutely no clue as to what has changed, the common response is that the American public has just decided to bow out of the recession. They’re done! They’re tired of it! They quit! Everyone I talk with believes that the only reason for the rush of business activity is because people have had it with the malaise and have decided to move on with life.
They’re saying, “We quit!”
Businesses, tired of waiting, are saying, “Let’s get back to work!” They are beginning to build again and there are indications that furloughed workers are being called back. They’re making things happen.
Anger turns to hope.
Another interesting part of the economic discussion is that it almost always turns to politics. People are exhausted and angry. Overwhelmingly, blame for the bad economy is being heaped on Washington, and the ripple is being felt in state and local elections across the country. It appears that as elections draw near, Americans are optimistic that major changes are about to happen. Their anger and the opportunity to open up a can of you-know-what, are giving them hope. Regardless of political persuasion, voters are ready for change and it looks like big ones are coming.
Let’s get it on!
I’m always amazed by the resiliency of the American people. We can be beaten, battered, lose everything and still fight our way back with a vengeance. Given the freedom to do so, Americans will change the world. Throw in a little economic turmoil and some political anger and they’ll do just that.
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.
Many are bowing out of the recession.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
You know, the past few weeks have been rather interesting. Like many of you I go to numerous meetings, but something has changed. During the fourth quarter of 2009 there were hints of new economic activity, but 2010 seems to be different. Over and over, I hear the same thing. Activity is up – significantly!
My construction industry friends are talking about increases in the number of RFP’s, new funding for tabled work, and a flurry of new prospects. Architects, on the front line of new work, are even talking about a sudden new buzz. On the economic development front, things are heating up. The fresh rush of activity has ED folks jumping through hoops, chasing new opportunities. And, attitudes are better. People are optimistic and they’re beginning to have fun again.
What happened?
That’s the big question, isn’t it? The answer is always the same. “I don’t know!”If you watch the news, they’re still talking gloom and doom, but on the front lines good things are beginning to happen.
Bowing out!
Since there’s absolutely no clue as to what has changed, the common response is that the American public has just decided to bow out of the recession. They’re done! They’re tired of it! They quit! Everyone I talk with believes that the only reason for the rush of business activity is because people have had it with the malaise and have decided to move on with life.
They’re saying, “We quit!”
Businesses, tired of waiting, are saying, “Let’s get back to work!” They are beginning to build again and there are indications that furloughed workers are being called back. They’re making things happen.
Anger turns to hope.
Another interesting part of the economic discussion is that it almost always turns to politics. People are exhausted and angry. Overwhelmingly, blame for the bad economy is being heaped on Washington, and the ripple is being felt in state and local elections across the country. It appears that as elections draw near, Americans are optimistic that major changes are about to happen. Their anger and the opportunity to open up a can of you-know-what, are giving them hope. Regardless of political persuasion, voters are ready for change and it looks like big ones are coming.
Let’s get it on!
I’m always amazed by the resiliency of the American people. We can be beaten, battered, lose everything and still fight our way back with a vengeance. Given the freedom to do so, Americans will change the world. Throw in a little economic turmoil and some political anger and they’ll do just that.
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.
Saturday, January 2, 2010
Looking Forward with Optimism
A New Year – A New Beginning
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Call it whatever you want; a to-do list, New Year’s resolutions, or even a knock-out list. Many of us see the beginning of a new year as an opportunity to reflect and renew. After a year that for many was brutal, we look to 2010 with all of the hope and inspiration we can muster.
Fortunately, 2009 ended with many signs of economic recovery. New unemployment claims are declining, and a number of employers are beginning to call back employees. The housing market is showing signs of recovery, too. New home starts are up, prices are up and inventories are declining. Additionally, consumer confidence and retail spending are both up.
As a result of my many “Good News” articles, people who see me at meetings often walk up and tell me their own good news stories. They tell me of sharp increases in the number of construction industry RFPs, new project starts, projects being funded or taken of the hold list and economic development inquiries. Even the architecture industry is seeing new activity. This is a great indicator of new projects entering the pipeline. There are also signs that the motorsports industry is improving. Sponsorships are up and advance tick sales are lively. Whew -- maybe there is light at the end of the tunnel!
At Brand Acceleration, we’ve spent much of the past few weeks looking forward to the New Year; reflecting, reviewing, considering opportunities, making plans and setting goals that are strategic and measurable. In an ever-changing industry, we must be constantly aware of new opportunities to serve our clients. In the next few weeks we’ll be announcing exciting new services and staff additions that will improve and expand the way we serve our clients.
The New Year also means a renewed commitment to our core industries. Economic development, architecture/engineering/construction, real estate and motorsports are at the center of everything we do. Except for new services to be announced soon, we will continue to provide such services as strategic marketing communications planning, logos, websites, e-newsletters, television and radio advertising, video, event management, and a full range of public relations services.
It’s an exciting new year with new opportunities. So, set your goals, pump up the team and get out there and make great things happen.
Happy New Year!
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.
A New Year – A New Beginning
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Call it whatever you want; a to-do list, New Year’s resolutions, or even a knock-out list. Many of us see the beginning of a new year as an opportunity to reflect and renew. After a year that for many was brutal, we look to 2010 with all of the hope and inspiration we can muster.
Fortunately, 2009 ended with many signs of economic recovery. New unemployment claims are declining, and a number of employers are beginning to call back employees. The housing market is showing signs of recovery, too. New home starts are up, prices are up and inventories are declining. Additionally, consumer confidence and retail spending are both up.
As a result of my many “Good News” articles, people who see me at meetings often walk up and tell me their own good news stories. They tell me of sharp increases in the number of construction industry RFPs, new project starts, projects being funded or taken of the hold list and economic development inquiries. Even the architecture industry is seeing new activity. This is a great indicator of new projects entering the pipeline. There are also signs that the motorsports industry is improving. Sponsorships are up and advance tick sales are lively. Whew -- maybe there is light at the end of the tunnel!
At Brand Acceleration, we’ve spent much of the past few weeks looking forward to the New Year; reflecting, reviewing, considering opportunities, making plans and setting goals that are strategic and measurable. In an ever-changing industry, we must be constantly aware of new opportunities to serve our clients. In the next few weeks we’ll be announcing exciting new services and staff additions that will improve and expand the way we serve our clients.
The New Year also means a renewed commitment to our core industries. Economic development, architecture/engineering/construction, real estate and motorsports are at the center of everything we do. Except for new services to be announced soon, we will continue to provide such services as strategic marketing communications planning, logos, websites, e-newsletters, television and radio advertising, video, event management, and a full range of public relations services.
It’s an exciting new year with new opportunities. So, set your goals, pump up the team and get out there and make great things happen.
Happy New Year!
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
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.
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.
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.
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