Daring To Be Different Is Strategic

The VIA Group in Portland, Maine designed the Salvation Army "Cost Nothing" campaign for the Northern New England branch of the organization. Everything about this campaign stands out strictly because of its unexpectedness - from its locations to its message vehicles (literally). However, all the ads adhere to the organization's brand image and mission.

It is very easy to stick with traditional advertising avenues if they are part of the core marketing curriculum of a company. However, as you start in the month ahead to reassess your marketing dollars and advertising avenues, this campaign should serve as inspiration. The Salvation Army campaign is no-doubt creative and out-of-the-box but additionally it is well organized, strategic and brand savvy. Is your marketing plan meeting these objectives? If you don't know, answer the following:

- What is the mission and image of my brand?
- Is my advertising design, message and placement in accordance with this brand image?
- Are my branding touchpoints relevant to my brand image and my target demographic?
- Do I plan my advertising one-year out or month to month?
- What are my marketing goals and objectives?

Marketicity can help you strategize your marketing plan. We look at the whole picture, not just the pieces, to determine how each piece will work with and leverage the others to create an effective marketing strategy that is well planned and budgeted.

Rotnem: A Corporate Bridge Between Young and Old

"Younger employees help senior executives unlock social media mystery," reads the Sunday, Oct. 25, 2009 Chicago Tribune. The story talks about the new trend in corporate America ... Gen Y is mentoring top executives in social media in a successful program called Rotnem - reverse mentoring.

The success of the program is not just in sharing knowledge, but in bridging the generational divide and corporate hierarchy in the workplace. In working with younger staff, business leaders are learning to appreciate and better understand their younger co-workers. Vice-versa, the young are reap the mentoring benefits of working with industry experts as well as seeing their leaders in more approachable and respectful light.

Rotnem need not be only for big business. It can certainly be applied at smaller levels. Even here at Marketicity, with each member of the staff from a different decade, we consult heavily with one another about how different generations will see an idea. More often than not, by pooling our thoughts and varied levels of expertise and experience, our ideas start to branch out into new arenas.

If your company is transitioning into the social media arena, incorporating a Rotnem program could be beneficial in equalizing the playing field ... and bridging the cultural divide.

Online Privacy: How Do You Feel?

In a September 29, 2009 New York Times article "Two-Thirds of Americans Object to Online Tracking," reporter Stephanie Clifford discussed a new survey by professors at the University of Pennsylvania and the University of California, Berkeley that focuses on Americans view of online privacy.

The study reveals that 66 percent of Americans do not like tailored ads. In contrast, 51 percent liked tailored discounts and 58 percent like tailored news.

However, the more information that was revealed about the data collected on Internet users, the more adult Americans objected to the methods. This opinion did not vary significantly between 18-24 year olds as compared to older adults.

As the article reveals, marketers note that the amount of free information is largely made possible through advertising dollars. And tailoring discounts and news requires some tracking to do well. So where is the fine line?

As the debate about online privacy starts to enter the political arena and legislation is proposed, what are your feelings on online tracking? Does it scare you? Do you like tailored discounts? What is the fine line between providing relevant content and protecting personal privacy?

For some tips on providing yourself with more online privacy, read this Electronic Frontier Foundations "Top 12 Ways to Protect Your Online Privacy."

"Every Economy Brings Opportunity..."

Every economy brings opportunity for those who make brave and intelligent decisions.
-The Yellow Paper Series: Capturing Opportunities in Challenging Times

I like this quote because it reminds me of so many of the entrepreneurs (friends) that I have the good fortune of knowing. And, I'm surprised sometimes that they forget in this testy economy that they have the chance to be a model of inspiration.

Here are some tips from The Yellow Paper Series (the same source as the quote) to help entrepreneurs and career optimists alike keep the communications strategy, for the business you own or manage, bravely and intelligently on course:

Better Understand Consumer Behavior and Insights
Know your target demographic as well as their spending behaviors, media preferences and primary social concerns. Newspaper ads might have worked for decades, but as a new set of technology-forward consumers become your target selling market is your marketing strategy adjusting accordingly?

Stress Tangible Benefits, But Appeal to Emotions
In a recession, consumers purchase things they need, but also the things that they feel are important.

Creativity Is the Most Powerful Force in Business
A recession is not the time to skimp on design or ideas. Stand out with savvy, sophisticated design and copywriting.

Be Integrated to Be Heard
Don't focus on one marketing channel. Strategize your message through a variety of diverse media and marketing arenas -- but keep your message consistent and cohesive.

Focus on the Influencers
Identify and target smaller brand influencers that have the power to propel your brand more than advertising to the masses. Word-of-mouth from an influencer provides more ROI than an ad seen by 100 passive viewers.

Building Your Client Database

Earlier this week, we reviewed the benefits of investing in an e-mail system. But what good is an e-mail system if you don't build your client list?

Building a strong client list requires creativity, patience and perspective.

Bigger is not better.
Client databases are most effective when people voluntarily sign-up for the information and if they are targeted. For instance, if you own a restaurant you would want to send marketing directors information about your catering specials and your beer aficionados information about special tastings or new arrivals.

Publicize.
Don't be bashful. Invite your friends, and tell people about your e-newsletter. As a business owner, you are constantly being handed business cards. Send each new person an opt-in e-mail with an introductory message to join your e-newsletter. Chances are your new contact is also interested in building a work relationship and wants to keep in touch with your company.

Be Creative.
Aside from publicizing your e-newsletter and including a sign-up option on your Web site, be creative in gathering e-mails. Collect names and e-mails for a chance at a raffle prize or gift certificate. Offer a one-time 10% discount for contact information. Include sign-in sheets at all business events. In your newsletter, encourage clients to forward the information to a friend and include a "how to join" our newsletter option. Invite your Facebook friends.

Be Patient.
In the digital age, spam and overloaded e-mail boxes are increasingly common. Dedicated clients will find and follow you. So, offer a variety of ways to stay in touch - your Web site, a Facebook page, an e-newsletter.

Provide Value.
Last, and perhaps most important, create an attractive newsletter that is easy to read, is not too long and provides content relevant to your clients. Also, be timely and diversify content. If we go back to our beer aficionados, then you can link them to a feature article in a publication about a brewer, talk about what is special about Belgian beer and spotlight one of your products.

Now, start building!