Rants from the Brand Coach

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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.

The Tangled Web of Content Marketing

The Tangled Web of Content Marketing

Web 4.0 has arrived

Isn’t it amazing how quickly internet marketing is changing? I remember when the idea of a company or community web site was considered a bit odd, crazy or a foolish waste of money. “Are we going to get any business from this?” was a very common phrase. Kicking and screaming, some reluctantly jumped in. At this time, many companies and communities accepted the premise that as long as they had a web site, they would be validated. At the time, that philosophy was common. Sadly, many still reside at that level while opportunities pass them by.

In recent years, web site developers, including Brand Acceleration, have become much more sophisticated. Search Engine Optimization (SEO) has nearly become a requirement if a web site has any chance at all of being found and positively ranked by the likes of Google, Bing!, Yahoo and others. A vast number of sites are still not optimized or are poorly optimized. They’re simply driftwood, floating in cyber space, hoping someone will stumble across them. Not a great approach.

These days, things are changing rapidly. The introduction of Google’s Panda search ranking algorithm in February 2011 dramatically pushed poorly produced sites lower and allowed well-optimized sites and sites with social media support to rise to the top. SEO professionals are very concerned. They’re afraid that a company or community with a very effective social media or content marketing effort can actually earn higher rankings than an optimized site with no SoMe support. Wow! With this new algorithm, web sites are considered to be only one part of a complex web universe. Today, content is king.

Welcome to Web 4.0

The new web universe includes powerful tools such as Facebook, LinkedIn, Twitter, Blogs, YouTube, Vimeo, e-articles and countless other tools offering web marketers a serious opportunity to successfully connect with audiences, funneling them to their web site. If you’re not doing this and your competitors are, you’re at a significant disadvantage.

Content confusion

Marketers are trying hard to figure out what content marketing is and how to put it to work. While many push out a never-ending stream of social media posts, often just ad messages, more savvy users are mastering the art of content where quality is key. In 2012, while traditional media are struggling to remain relevant, audiences are very willing to look to web sites, blogs or other web content sources for information. In order to be deemed “relevant”, you must provide content that is educational, informative, newsworthy or entertaining.

Where marketers fit in

By providing a steady stream of quality content, audiences will see the provider as a trusted source of information not available elsewhere. Our approach is to follow the 80/20 rule where at least 80% of our content is non-promotional. Anyone exceeding this rule risks being seen as an advertiser and risks being ignored or unfriended. Bye-bye.

The payoff

By positioning yourself or your company as a reliable source of quality content, audiences are much more likely to view you and your brand with the respect and value you desire. They are also much more likely to consider your company when business opportunities arise.

More and more, my company is asked by clients to counsel them in the art of social media or content marketing. In fact, some even have us manage their effort entirely. In a very short time, we’ve moved from simply building powerful web sites to managing the vast complexities of web sites plus search engine optimization plus content marketing. The benefits can be incredible. Done right, a well thought our program can build a far deeper relationship with target audiences and clients than ever considered possible.

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

Wednesday, February 15, 2012

Good Economic News 2-21-2012

Good Economic News

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

In Mesa, Arizona, medical device maker Ulthera will locate its headquarters and create 100 new jobs.

Highland Baking Company, a wholesale bread baking company, will locate a new facility in Spartanburg County, South Carolina and create 196 new jobs.

Golden Dragon of China will build a new manufacturing facility in Wilcox County, Alabama, creating 500 new jobs.

Wheaton Van Lines, a household goods carrier, will acquire Bekins Van Lines and relocate all operations to Indianapolis, Indiana, creating 38 new jobs.

In Owensboro, Kentucky, Southern Star Central Gas Pipeline, a natural gas transmission and storage provider, will expand and hire 20 new employees.

Craft brewer Sierra Nevada Brewing Company will locate a new facility in Mills River, North Carolina, creating 95 new jobs.

In Louisville, Kentucky, GE Appliance held a grand opening of its new GeoSpring Hybrid Water Heater plant where it will add 1,000 new employees.

OTICS USA, Inc., an auto parts maker, will expand its Morristown, Tennessee operation, adding 67 new jobs.

Refrigerated warehouse company Interstate Warehousing, Inc. will expand its operation in Johnson County, Indiana, creating 50 new jobs. Congrats to economic developer Cheryl Morphew on a job well done.

In Pendergrass County, California, Toyota will add a new compressor plant and create 320 new jobs.

In Chesterfield County, Virginia, Honeywell will expand its advanced fiber production and add 50 new employees.

Pratt Industries, a recycled paper and packaging company, will expand its facility in Spartanburg County, South Carolina and create 30 new jobs.

Daimler AG plans to expand its Merceded-Benz manufacturing facility in Tuscaloosa, Alabama and add an undisclosed number of jobs.

Solstas Lab Partners, a medical and diagnostic laboratory, will expand its operation in Guilford County, North Carolina, creating 500 new jobs.

Post Glover, a power resistor maker, will expand its facility in Northern Kentucky and create 19 new jobs.

In Roanoke, Virginia, Advance Auto Parts, Inc., an auto parts retailer, will expand and hire 75 new employees.

Jefferson National Financial Corporation, a financial services provider, will relocate its headquarters to Louisville, Kentucky, creating 95 new jobs.

In Coffee County, Tennessee, Batesville Casket Company, a maker of burial caskets, will invest in its operation and create 35 new jobs.

In Princeton, Indiana, Toyota will expand its manufacturing operation and create 400 new jobs.

Rubbermaid will add a new facility in Mogadore, Ohio and create 140 new jobs.

In Darlington County, South Carolina, Nucor Corporation, a producer of steel bar, will improve its facility and add an undisclosed number of employees.

Union Pacific Railroad will expand its South Louisiana operation and add 225 new employees.

In Belvidere, Illinois, Chrysler plans to increase production in order to build its new Dodge Dart, creating 1,800 new jobs.

Caterpillar Inc. will expand its operation in Johnston County, North Carolina, creating 199 new jobs.

In Jeffersonville, Indiana, the plan commission has approved a proposal for a new Amazon.com distribution center which will create 1,600 new jobs.

NuStar Energy will expand its St. James Crude Oil Terminal, creating 32 new jobs in Southeast Louisiana.

In Bowling Green, Kentucky, Holley Performance Products, a maker of fuel systems for the auto industry, will expand and add 136 new employees.

Gunboat Company, a maker of sailboats, will locate a new shipyard in Dare County, North Carolina, creating 71 new jobs.

In Chester County, South Carolina, Ring Container Technologies, a maker of plastic containers, will expand and create 18 new jobs.

Ware Manufacturing, Inc., a maker and distributor of pet products, will expand its operation in Surgoinsville, Tennessee, adding 33 new jobs.

In Cleveland County, North Carolina, electromagnetic systems maker Kendroin FAS Controls, Inc. will expand and add 57 new jobs.

Total Jobs Announcements: 7,901 + ”Hundreds.”

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana

Phone: 317.536.6255

Cell: 317.523.7380

LinkedIn

Twitter

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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.

Political Marketers, Take a Lesson

Political Marketers, Take a Lesson

Positive campaigns always play better

Watching political campaigns can be both entertaining and frustrating. It just amazes me that politicians can zig-zag the nation, spend millions of campaign dollars, “win,” and still have approval ratings that would quickly end any company. In the real world, marketers need to operate at a much higher level of professionalism. There is no room for mediocrity, slime or dishonesty.

Differentiate or die

As a devotee of marketing communications, I’m stunned at how ordinary consumer advertising can be. Why do you think Super Bowl advertising is so popular? It’s because television viewers know that it is the one time of year when they will actually see something so unique that people will talk about it for weeks, months or even years.

Are your marketing communications efforts ordinary or do they stand out from the crowd? Are your ads, brochures, web site, and other tools memorable or are the quickly forgotten because they look just like your competitors? At Brand Acceleration, we are always challenging ourselves to produce work that is better, more powerful and more memorable than our last project. Our goal is to produce great work that generates results for our clients. Mediocrity just won't cut it.

Positively the best

At a time when politicians are working to tear each other down, they seem not to notice that people are hungry for something positive. If companies or communities built their entire marketing campaign around a theme of “They Stink,” they’d be out of business in about two heartbeats. Don’t tell me why they are bad. Tell me why you’re great. Inspire me!

Hey, politicians, here’s how the world really works! Successful marketers listen to their customers and give them what they want. Be the best at what you do, serve your customers well and they will come back again and again.

Beautiful works!

Like it or not, we live in a world where beautiful wins over ugly. Ouch! Beautiful places, architecture, ads, web sites and brochures are much more likely to be seen positively than the ordinary or ugly. Everything else being equal, prospects will usually lean toward the beautifully displayed company or place. The most beautiful place in the world would be at a serious disadvantage if its web site were ugly and unappealing. Sad, but true.

Above all, be honest

Politicians are notorious for saying about anything, true or not, to be elected. In commerce, there is never room for dishonesty or exaggeration. Oh, it happens, but sooner or later the less-than-honest players end up on the ash heap.

Look who’s talking

Like “Sheeple”, people often follow the crowd, selecting products, places and political candidates simply because they’re getting a lot of attention. Through a masterfully orchestrated confluence of advertising, web strategies, public relations and social media marketing, a loud buzz is created. When you’re seen and heard, people will talk and some will follow.

Consider the no-name coffee shop that is across the street from a Starbucks. It may have great coffee but it will struggle to attract the stream of traffic that the Starbucks store enjoys. Does Starbucks have the advantage of great coffee? Maybe. More likely, it’s because Starbucks has a reputation and a following that is fueled by social trends. They have a buzz that transcends product. Starbucks is cool and customers follow “cool.” This explains why politicians are so aggressively using social media. Not just because of its ability to convey a message but because if they’re not using it, they’ll miss the younger voters and they’ll be considered old, out of touch and uncool.

Social media however, can be tricky. It’s not just a matter of creating a Facebook page and postage an endless barrage of promotional messages. Do that and you’ll be unfriended in an instant. Your purpose should be to use social media to become a source of educational, entertaining and useful information. If you can master this delicate balance, your followers will willingly accept your occasional advertising message. We regularly work with clients to develop SoMe (Social Media) plans that work.

Summing it all up

I think it’s fair to say that whether you work for a company, community or even a political candidate, it’s imperative to always run a clean, honest and aggressive marketing effort. In such a competitive and fast-moving environment, there’s no room for slime or mediocrity. Successful marketers will be the ones who step up their game and strive for nothing short of excellence.

What’s your opinion? Here’s your chance to weigh in on these deep thoughts.

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana

Phone: 317.536.6255

Cell: 317.523.7380

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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.

Friday, January 27, 2012

Good Economic News 1-31-2012

Good Economic News

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

BMW, an auto industry company, will expand its facility on Spartanburg, South Carolina, creating 300 new jobs.

In Winn Parish, Louisiana, door maker JELD-WIN will restart construction of its manufacturing facility which will create 75 new jobs,

In Seymour, Indiana, Pet Supplies Plus will establish a warehouse operation, creating 135 new jobs. Congrats to economic developer Jim Plump.

Crown Casting Industries, an iron and bronze foundry, will open a plant in Greenwood County, South Carolina, creating 50 new jobs.

In Indianapolis, Indiana, lotion maker Sunshine Manufacturing, Inc. will open a manufacturing facility, creating 180 new jobs.

In Pell City, Alabama, WKH ERBSLOEH North America, a maker of aluminum parts for the auto industry, will expand and add 200 new employees. Congrats to economic developer Don Smith.

AICHI Forge USA, a steel forging manufacturer, will expand its facility in Scott County, Kentucky, adding 26 new jobs.

In Galax, Virginia, Vaughan-Bassett Furniture Company will expand and create 115 new jobs.

ConAgra Foods, Inc. plans to expand its Orville Redenbacher popcorn facility in Jasper County, Indiana, creating 24 new jobs.

In Clinton, Tennessee, Eagle Bend Manufacturing, Inc. will expand and create 188 new jobs. Congrats to economic developer Tim Thompson.

Post Glover, a power resistor company, will consolidate operations in Northern Kentucky, creating 19 new jobs.

Micor Industries, a provider of large components for the energy sector, will expand its operation in Decatur, Alabama and add 40 employees.

Aircraft maintenance company Piedmont Propulsion Systems, LLC will expand its operation in Forsyth County, North Carolina, creating 25 new jobs.

Amazon.com will open a new fulfillment center in Spartanburg County, South Carolina, creating “hundreds” of new jobs.

Alcoa, Inc., a producer of aluminum products, will expand its operation in Tippecanoe County, Indiana, creating 75 new jobs. Congratulations to economic developer Jody Hamilton. Great job!

In Lynchburg, Virginia, Tessy Plastics, LLC, an injection molding company, will expand and create 60 new jobs.

West Sanitation Services, a maker and distributor of odor control products, will open a new manufacturing plant and headquarters in Baton Rouge, Louisiana, creating 44 new jobs.

In Beaufort County, North Carolina, yarn maker Spinrite Services, LLC will open a new facility and hire 90 people.

Bombardier Aerospace will expand its Learjet site in Wichita, Kansas, creating 450 new jobs.

In Dublin and Laurens County, Georgia, Erdrich Umformtechnik GmbH & Co.KG, an automotive supplier, will construct a metal stamping facility, creating 178 new jobs.

Houston Plating & Coatings will build a new facility in Scott, Louisiana, creating 120 new jobs.

In Caldwell County, North Carolina, chemical maker Lubrimetal Corporation will open a new facility and create 19 new jobs.

In Anderson, Indiana, Career Horizons, Inc. will open a new call center, creating 180 new jobs. Congrats to economic developer Rob Sparks.

Pactiv Corporation, a maker of food service products, will expand its operation in Aiken County, South Carolina, creating 25 new jobs. Congrats to economic developer Will Williams. Great job, Will!

In Rome, Georgia, Neaton Rome, a maker of auto parts, will expand and create 113 new jobs.

In Nicholasville, Kentucky, SMC LLC, a start-up maker of circuit board assemblies, will open and create 94 new jobs.

In Greenville, South Carolina, Southern Air Repair Corporation, an aviation component repair provider, has established its headquarters and production facility, creating 20 new jobs.

Fulcrum Concepts, LLC, a veteran-owned provider of professional services, will establish a facility in King and Queen County, Virginia, creating 31 new jobs.

In Duluth, Minnesota, ME Global, a foundry operator, will expand and create 30 new jobs.

Olympic Steel will expand its operation in Mt. Sterling, Kentucky, creating 40 new jobs.

Teletech, a provider of technology services, will create a new facility in Greeley, Colorado, creating 500 new jobs.

In Vigo County, Indiana, NantWorks, LLC, a pharmaceutical company, will locate a new manufacturing operation, creating 234 new jobs.

In Webster County, Kentucky, M&M Trucking will expand and create 10 new jobs.

Total Jobs Announcements: 3,690 + ”Hundreds.”

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

LinkedIn

Twitter

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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.

Market Flat Out in 2012

Market Flat Out in 2012

But, choose your targets wisely

Companies and communities nationwide are in a quandary. While there are numerous reports of fresh business activity, there seems to be just as many reports that there is sluggish or no growth. So, what are marketers to do?

Having been through several recessions, I can tell you that smart marketers historically enjoy much quicker recoveries that those who continue to procrastinate. While snoozers sit on the sideline, waiting and wondering what to do, the smart planning, risk-takers move forward and kick butt.

Target marketing vs shotgun blast

In a rapidly expanding economy, shotgun marketing might work. Just shooting at anything and everything that moves is bound to yield positive results when targets are aplenty. In slower times though, a highly-targeted approach is much more sensible.

Identify your target

There’s a huge difference between a well thought out target list and a wish list. I regularly run into company owners who include a particular industry target list when they have no experience in that industry at all. Similarly, I hear from economic developers that they want to target a specific industry, such as pharmaceutical research, when their workforce clearly cannot support such jobs. They’d love to have the high-paying jobs but it’s just not a fit.

It makes sense to conduct a thorough assessment of skills and assets in order to identify the most logical target audience. Logic will always be more sensible than wishful thinking.

Market with passion

With your target audience clearly identified, it’s now time to develop an aggressive marketing plan that will generate results. This is not the time to be timid. With the economy starting to show signs of growth, you’d better get with the program or your competitors are going to take your marbles.

Why advertise? Everybody knows us!

Really? Being known is not enough, these days. Remember the old line, “The squeaky wheel gets the grease?” The same is true of marketers. Even if you’re well-known, a competitor can get a lot of attention just by being aggressive. A few loud competitors can overwhelm your silence and boot you from consideration. Additionally, in a tough economy, you need to remind your clients and prospects, the ones who know you, that you’re still in business. At a time when many companies have closed their doors, the silent ones may be thought to be out of business.

Now is the time to get started!

As 2012 gets rolling, now is the time to conduct a serious evaluation of your brand and your marketing program and to determine how best to move forward. Please feel free to contact me any time to discuss an intelligent plan for the next year. Together, we’ll identify logical target audiences and develop a plan to effectively tell your story in an impactful way.

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

LinkedIn

Twitter

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Google+

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

Friday, January 6, 2012

Good Economic News (1-10-2012)

Good Economic News

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

In Albion, Indiana, Vehicle Control Solutions, a supplier to the auto industry, will expand and create 70 new jobs.

In Charleston County, South Carolina, TWL Precision, a supplier of automotive components, will expand and hire 35 people.

Rubbermaid Commercial Products, a provider of solution-based commercial products, will expand its operation in Winchester and Frederick County, Virginia, creating 71 new jobs.

In Henderson County, North Carolina, label manufacturer, UPM Raflatac will expand and create 51 new jobs.

Impact CNC, LLC, a machining company, will locate a facility in Columbia City, Indiana, creating 100 new jobs.

General Motors, LLC, will expand its operation in Defiance County, Ohio, creating 189 new jobs.

In Kentucky, OMEGA Processing Solutions, LLC, a credit and debit card processing company, will expand and create 25 new jobs.

In Burke and Alexander Counties in North Carolina, American Roller Bearing Industries, Inc. will expand and create 231 new jobs.

Kubota Corporation, a maker of utility and farm tractors, will expand its facility in Jackson County, Georgia, creating 200 new jobs.

AvCraft Technical Services, an aircraft maintenance and repair company, will expand its operation in Horry County, South Carolina, creating 150 new jobs.

In St. Clair County, Alabama, Eissmann Automotive North America, Inc. will expand and add 35 new jobs.

Hoosier Racing Tire Corporation, a maker or tires for the auto racing industry, will grow its operation in Plymouth, Indiana and create 20 new jobs.

In Cleveland County, North Carolina, Baldor Electric, a maker of electric motors, will expand and create 166 new jobs.

Silicon Bank plans to expand in the Tempe, Arizona area, adding 200 employees.

In Licking County, Ohio, Knowlton Development Corporation, a maker of personal care and beauty products, will expand and create 200 new jobs.

DS Corporation, a maker of fifth-wheel and recreational vehicles, will expand its operation on Topeka, Indiana, creating 250 new jobs.

Fermilab has announced plans to build an accelerator research facility in Batavia, Illinois, creating 200 new jobs.

In Barnwell County, South Carolina, Climax Global Energy, Inc., a plastics-to-oil recycling company, will locate a new facility, creating 20 new jobs.

Stens, LLC, a supplier of parts for the outdoor power equipment industry, will expand its headquarters in Dubois County, Indiana, creating 98 new jobs.

In Halifax, Virginia, Dominion Virginia Power will establish a customer care center and create 150 new jobs.

Amazon.com plans to open two fulfillment centers in Virginia, creating 1,350 new jobs.

In Bourbon County, Kentucky, Mingua Beef Jerky, Inc. will expand and add 10 new jobs.

Delphi Corporation, a supplier to the auto industry, will expand its operation in Montgomery County, Ohio, creating 100 new jobs.

Limco Airepair, an aerospace company, plans to expand its operation in Tulsa, Oklahoma, adding 150 employees.

MHM Metals, a producer of aluminum by-products, will locate a new manufacturing facility in Russellville, Kentucky, creating 30 new jobs.

In Huron County, Georgia, Structure Manufacturing Group, a maker of truck cabs, will expand and hire 150 people.

In Clay County, Indiana, Great Dane Trailers will expand and add 200 new jobs.

Sportsman Boats Manufacturing, a maker of saltwater fishing boats, will open a new facility in Dorchester County, South Carolina, creating 30 new jobs.

Infinisource Holdings, Inc., a benefits administrator, will move its headquarters and start a new division in Charlotte, North Carolina, creating 162 new jobs.

In Waterbury, Connecticut, Webster Bank plans to hire 150 people.

IMS Gear Virginia, a maker of gear assemblies, will expand its operation in Virginia Beach, Virginia, creating 80 new jobs.

Archway Technology Partners, a provider of business solutions, plans to expand its operation in Indianapolis, Indiana, creating 140 new jobs.

BSH Home Appliances Corporation, will expand its dishwasher line in New Bern, North Carolina, creating 100 new jobs.

In Lebanon, Kentucky, Wilbert Plastic Services, Inc., a provider of parts to the auto industry, will expand and create 150 new jobs.

Farbest Foods, a turkey company, will locate a new plant in Knox County, Indiana and hire 600 people.

Daewon America, a supplier to the auto industry, will open a manufacturing plant in Troup County, Georgia, creating 100 new jobs.

Total Jobs Announcements: 5,963

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

LinkedIn

Twitter

FaceBook

Google+