Translation
- Stylitics Is an Analytics Dashboard for Your Closet [INVITES]The Spark of Genius Series highlights a unique feature of startups and is made possible by Microsoft BizSpark. If you would like to have your st… […]
- Like Testing New Apps? BetaBait Will Hook You UpThe Spark of Genius Series highlights a unique feature of startups and is made possible by Microsoft BizSpark. If you would like to have your st… […]
- 4 Ways to Tweet as a Visual BrandThis post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media an… […]
- Olapic’s Crowd-Sourced Photo Campaigns Becoming a Sports TrendCrowd-sourced social photo sharing appears to be the latest community engagement trend among professional sports teams, largely powered by the o… […]
- The Strange and Epic Lifestyle of Megaupload’s Kim DotcomIf you’re not aware of Kim Dotcom, the man who changed his last name to pay homage to the World Wide Web, we offer you this brief history… […]
- 10 Hot Web Startups Changing the Face of RetailIn 2010, branded content was one the largest trends among retailers and brands. In 2011, branded content shifted to branded entertainment. Now,… […]
- Donald Trump, Deion Sanders and Apolo Ohno Star in Century 21′s Super Bowl Ad [VIDEO]Century 21 has enlisted a team of celebrities for its first-ever Super Bowl commercial. Reality TV star and business mogul Donald Trump, Pro… […]
- Travel Website Lets You Book Flights Featuring Wi-Fi, Live TVTravel is so much easier when you’re prepared and know what to expect. Airfare shopping website CheapAir.com now lets you find out which f… […]
- Facebook IPO: Test Your Knowledge [QUIZ]News of Facebook‘s IPO swamped the Internet earlier this week, when the company’s 213-page S-1 document went up on the SEC’s w… […]
- Smartphone Sales Overtake PCs for the First Time [STUDY]If you bought a smartphone in 2011 — and didn’t buy a PC — you were part of a history-making trend. For the first year ever,… […]
- Stephen Colbert: Support NASA Space Station Research [VIDEO]Stephen Colbert asked his fans to share his passion for space by donating to NASA to support its work with the International Space Station… […]
- How Social Media Changed ESPN Audio’s Super Bowl WeekSocial and mobile technologies aren’t just important for guerilla marketing campaigns and grassroots outreach. They’re also changin… […]
- How to Deliver a Killer Business PresentationWorking with hundreds of speakers as an event producer, I’ve learned a lot about what makes a speaker truly great. Below, four nationally re… […]
- Virgin Galactic Keeps Inching Toward Space, but When Will It Get There?Virgin Galactic, the aspiring space tourism company founded by Sir Richard Branson, is on track to begin powered test flights of its spaceship t… […]
- Apple No Longer Claims to Own Your Content on iBooksApple has updated the End User Licensing Agreement (EULA) for its iBooks Author app, clarifying its terms and ownership conditions. Immediately… […]
- Facebook Plans to Launch Mobile Ads [VIDEO]If there’s one thing we learned after Facebook dropped its S-1 to file for an IPO this past week it’s that the company makes a… […]
- GE’s Beth Comstock: Social Media Redefines the Focus GroupGE’s Chief Marketing Officer Beth Comstock sat down with Mashable founder and CEO Pete Cashmore to talk about her role leading busi… […]
- World Cancer Day Facebook App Hopes to Beat Cancer Before it StartsTwo international cancer prevention groups think the online community can — and should — take a stab at the worldwide cancer epidemic. In… […]
- How Social Media Backlash Made Susan G. Komen Cave [VIDEO]The online storm surrounding Susan G. Komen for the Cure’s decision to pull funding from Planned Parenthood came to a close on Friday when… […]
- Fake Facebook Users Likely to be Popular Bisexual College Women [INFOGRAPHIC]So you just got a Facebook friend request from a woman you don’t know. Maybe she’s already connected to some of your friends, maybe she is… […]
- Stroke: Brain Attacks Strike the Young as Well & EMS South Florida
- Pneumonia Basic...er of Arlington
- EMS Walk of Fam...eneral Hospital
- Dealing with Spine Issues | Medical City Children's Hospital
- Sheriff&s Offic...| LiveFree!
- What Cau...titute
- Gastroesophageal Reflux Disease | Medical City
- Back Pain and N...r of Lewisville
- Pacemake...titute
- When You Need an EKG | Raulerson Hospital
- Protect Your Heart from the Heat | Blake Medical Center[…]
- Staying Healthy in the Heat | Denton Regional[…]
- Palm Beach Brides[…]
- Top Tips for Exercising Indoors | St. Petersburg General Hospital[…]
- Know the (EF) Score | Lawnwood Regional Medical Center & Heart Institute[…]
- Why Cardiac Rehabilitation? | Medical City[…]
- Life with Less Back, Bone and Joint Pain | Las Colinas[…]
- Travel Safely This Summer Vacation | Aventura Hospital and Medical Center[…]
- Nutrition for Children | Medical Center of McKinney[…]
- | Medical Center of McKinney[…]
Archive for the ‘Marketing’ Category
Every successful business begins with an excellent plan, and that plan generally—and should—include an exit strategy. That exit strategy outlines the end goal for the business; for example, do the owners plan to sell it and retire, or expand it to include multiple divisions? Once the exit plan is determined, every aspect of the business should align with attaining that goal.
Why Exit Strategy Matters
While the exit strategy might be easier to ascertain at self-owned or small businesses, even the largest companies are steered by some exit strategy. The marketing professional’s job is to investigate that strategy, and then find a way to support that strategy with marketing tactics. This task seems to present a challenge to marketers, who may feel more comfortable marketing products, instead of long-term plans.
But really, marketing to support the exit strategy requires thinking about what potential investors would look for if they were seeking to get involved with a business:
- A clearly defined long-term vision, with the short- and long-term goals to accomplish that vision
- A sense of confidence in the long-term viability of the business endeavor
- An infrastructure that can support measured, methodical growth and can be scaled to fit that growth over time
- A compelling product or service that anticipates and meets the needs of intended customers
Aligning Marketing with Exit Strategy
All these factors boil down to trust and reliability. In the end, that’s the same thing that consumers are looking for—and what qualified marketers work to establish every day. This also means that at every turn, the marketer isn’t only addressing potential customers, but also potential investors, using a very similar approach. The key is to approach every customer-business interaction as a potential “marketing moment.” Consider these factors as you look to align your marketing efforts with your company’s exit strategy:
- Color and style: Colors evoke emotion, so it’s critical to make sure that you’re evoking the intended emotion. Meanwhile the style of lettering and layout should also look polished and professional. Simply rearranging elements on the page to make them “flow” better visually give a better sense of the company. Even the logo sends a message about the company.
- Tone: From word choice to grammar, every written element of a marketing piece communicates volumes. Even punctuation contributes to overall impression. Choose words that have the right connotations, that is, words that remind readers or viewers of trust, longevity, and innovation. And stay away from too many exclamation points!
- Focus: In this age of “shiny object marketing,” it can be easy to proceed scattershot into the realm of social marketing or the latest direct mail tactics. Investors will pick up on subtle signs of consistency, so it’s important to evaluate the best way to use any new strategy, so that it fits seamlessly and intuitively with the overall marketing plan and business objectives.
Ultimately, considering the exit strategy in all marketing decisions is simply another way of evaluating the appropriateness of any given marketing venture. It shouldn’t replace other measures of evaluation, nor dominate that process. Rather, the exit strategy represents another layer of that onion that marketing professionals must peel away as part of the campaign development process.
For those of you who missed it, on June 22, Colleen Chappell, the AMA Tampa Bay President and President of ChappellRoberts, passed the gavel of leadership to me.
After a year of serving with Colleen as President-Elect and several years working with the organization in other capacities, I am excited to now be President of AMA Tampa Bay, which has more than 400 members and is one of the fastest growing chapters in the United States.
I’d like to take a moment to thank each and every one of you for your ongoing support as we move into the new fiscal year. Many of you have asked me, “Do you know what you’re getting into?”
You know, it’s funny, but I totally do.
Challenges and successes
During my term as President-Elect, I had the opportunity to work with, troubleshoot, problem solve, and have a heck of a lot of fun (and wine) with one of the most dynamic and well-respected leaders in Tampa Bay — Colleen Chappell. While I learned a lot about the details, deliverables and some of the downright difficult aspects of running our chapter, the most important things I gained from her are life skills that will continue to help me not only as a professional, but also as a wife, mother and friend.
Colleen and I have shared a year full of life-changing experiences, both personal and professional. I had a baby, and she prepared her “baby” to fly away from the nest. We had moving nightmares, and business successes. Working with Colleen and AMA Tampa Bay has become an incredibly personal experience.
Without Colleen’s continued support and guidance, I would not be ready to take on this role. Knowing that she will still be here not only as Immediate Past President but as a confidante, sounding board and friend, means that this will be a year that will be full of surprises and laughter (and yes, even more wine).
Thanks, Colleen, for everything.
“Above and Beyond”
Under Colleen’s leadership, the Board of Directors shared her vision to “Keep on Growing,” and you know what, it worked! At a time when other professional organizations have found it incredibly difficult to stay afloat, AMA Tampa Bay’s membership has increased steadily. This proves just how important we are to the marketing community.
Our growth is in no small part due to our dedicated volunteers, committee members, sponsors and Board of Directors. Everyone’s worked diligently to spearhead new and exciting opportunities that have proven to be incredibly successful. With this strong foundation beneath me, I look forward to working with all of you to take our chapter “Above and Beyond.”
Now that we’ve achieved substantial growth, I am committed to a focused approach that will help us to find new ways to engage, serve and connect with our membership on an even more personal level.
This brings me to our chapter’s new President-Elect, Sean Halter.
Interesting times ahead
Sean is dedicated, passionate and funny. He has served on our Board of Directors for quite some time now, and he’s more than prepared for his new role as President-Elect. He has proven himself as a resourceful and talented leader, and I am eagerly awaiting the fresh perspective and new ideas he will surely contribute.
I don’t know if anyone can truly prepare to work with me on an almost daily basis (haha), though I made a big effort to provide Sean with the tools and resources that will help him through this year.
So my husband, Chad, gave him a book full of insults and comebacks. (Sean should enjoying using that in the coming year, I am sure.)
Together we’re better
In closing, I want to again thank everyone who has helped me on my path to chapter leadership. I am positive that this year will once again be stellar, and we will continue to serve the marketing community unlike any other professional group in Tampa Bay.
We have a truly talented Board of Directors this year, and I would like to take a moment to recognize our incoming 2010-2011 Board at this time.
Sean Halter, President-Elect
Colleen Chappell, Immediate Past President
Thryth Hillary-Navarro, Secretary
Greg Millman, Treasurer
Susan Follick, VP Communications & Branding
Vince Bailey, VP Research
Shanna Kurpe, VP of Programming, Co-chair
Jeff Young, VP of Programming, Co-chair
Will Rose, VP Sponsorship
Doug Engel, VP Collegiate Relations
Jeremy Dixon, VP Human Resources
Jennie M. Jordan, VP Volunteers
Tracy Beck Clouser, Director of Public & Media Relations
Jennifer McCafferty, Director of Programming Development
Andrea Gorder, Director of Event Management
Shelly Bramm, Director of Membership Retention
Thanks to all of you for agreeing to take this journey with me.
Now that you’ve launched your business, you understandably want to announce it to the world.
But before you click the “send” button on that email with your initial press release, you need to quiz yourself on your marketing readiness. For example:
- Do my employees understand the company brand, mission and vision?
- Has sales training been conducted?
- Is our website user-friendly?
- Are my print marketing materials consistent with the website?
- Are my electronic marketing materials consistent with my print materials?
- Do we have a method to acquire leads and convert them into prospects?
- Do I have a way to measure ROI?
If you answered “yes” to these questions, I’d say you have done your homework and are well on your way to marketing success. On the other hand, if you answered “no” to two or more of these questions, you need to craft a more comprehensive marketing strategy before telling everybody who you are and what you do.
Marketing and PR go together
Gone are the days when a company sold itself using radio, TV, billboards and newspapers. While those mediums are still relevant depending on the audience and the message, email, the Internet and social media have drastically changed the world of marketing and PR.
Bottom line: If your messages aren’t consistent across all these communication platforms, and the look and “feel” of your marketing and PR themes aren’t the same, you will come across as disjointed or inconsistent. While marketing is sales-based and PR is image-based, both elements need to be integrated into your business promotions.
It’s critical that employees grasp this. When they understand the service you provide, the products you offer and their role in delivering them to customers, they will not only support the external marketing and PR efforts, but they will also complement them. Employees loyal to what you stand for and clear on how they contribute to the company’s success make the best sales people.
Alignment isn’t just for cars
Will any of your employees be assigned to work trade shows, to serve as a community liaison, or represent the company at sponsorship events? If so, they will be much more effective brand ambassadors if they are in sync with your company’s marketing strategy. And aligning employees with your strategy is much easier when it’s implemented consistently throughout the organization.
Increasing employee understanding and enthusiasm for your brand can be done in a number of ways, including frequent communications about the company’s operational goals and achievements; team-building exercises; and incentive campaigns.
So before you shoot off that first news release, be sure you’ve integrated your company’s marketing and PR efforts and messages – and that your employees are as ready for your company’s big debut as you are.
So you’ve just been hired as a marketing director, or promoted from within your organization to this position.
No matter how you got the job, congratulations. Being in charge of a company’s day-to-day marketing effort is a huge responsibility, as I’ve discovered, but it can be a highly rewarding one as well. Depending on the size of your staff – if you even HAVE a staff – you will be assigning tasks to your team, outsourcing work to agencies, or running the show completely on your own.
Here are 10 tips to help you get it all accomplished.
- Plan: You can’t do enough of this. You need a big-picture marketing strategy for the year, including your budget. Then create more detailed plans for your various marketing initiatives.
- Delegate: If you have staff, give them as much responsibility as they can handle. If you don’t feel someone is up to the challenge, can you coach or mentor this person?
- Repurpose: Don’t reinvent the wheel. Figure out what content can be used for more than one medium.
- Network: Keep up your professional contacts outside the company; and build them within the company. These allies will help you stay on top of trends and internal politics.
- Share: Spread your wealth around. Marketing should be contributing to internal departments and customers, external customers and branding efforts, and any charitable causes and community organizations that the company supports.
- Innovate: Don’t do things the same old way. Come up with new ideas for marketing strategies and campaigns. Try to bring a fresh perspective to standard tools like press releases.
- Invite: Don’t build a wall around Marketing. Encourage input and suggestions. People are going to offer their opinions whether you like it or not, and embracing it will make you seem more approachable, and supportive of the company.
- Appreciate: If Marketing gets helpful feedback from internal customers or external ones, show your appreciation. This is especially important within your company, where Marketing can be seen as aloof and superior by other employees – some of whom feel undervalued.
- Decline: Sometimes, it’s best just to say ‘no’ to an internal or external customer when their request is not in anybody’s best interests. But don’t just cross your arms and shake your head from side to side; explain your reasoning and your concerns.
Last but not least…
- Acquiesce: If you’ve stated your case and you’ve made the best argument for or against something, learn when you need to give in and/or make a gracious retreat.
Following these 10 tips will help you become, or remain, a highly-effective marketing director, whether you are a department of one or have a staff backing you up.
A few weeks ago we looked at strategies to get your name in print. This week, we’ll look at another key component of thought leadership: breaking into the speaker circuit. Although public speaking ranks as the number-one fear in the United States, it garners considerable advantages for those who can swallow their anxieties and share a compelling story. Speaking engagements require little financial investment, but can generate countless leads.
Find the Right Crowd
Getting involved in public speaking doesn’t have to be difficult. The key is to carefully target your audience–and work to build relationships that can turn into opportunities for speaking engagements.
- Avoid “preaching to the choir”: People within your industry won’t need to hire you. Get outside your own industry, and reach out to groups and organizations where ideal clients would be members. In other words, look for a complementary crowd, whose businesses might need your expertise.
- Remember that no crowd is too small: Don’t expect your first speaking engagement to be in front of hundreds of people. Ease into it, with groups of 20 to 40. These will also be easier to book; you could probably even fill a room with your own professional contacts relatively easily.
- Get creative with presentation style: Still absolutely mortified of all those eyes, just staring at you? Start out with a webcast, where the only audience is a camera, and you have as many retakes as you’d like. Push out the webcast through your company’s social media channels.
- Radiate warmth and humor: Great speakers are able to make others feel at ease, even from behind the podium. Maintain that same charisma during every interaction, and people will be more eager to hear your ideas.
Keep the Momentum Going
Once you’ve gotten a few speaking engagements under your belt, it will get less intimidating to get up in front of an audience. Meanwhile, after several successful engagements, you can step it up and start going after larger audiences.
- Whip that pitch deck into shape: Be sure that as your presentations generate leads, you have a firecracker set of marketing materials to back them up. The pitch deck can also come in handy when you apply for more prestigious speaking engagements, which often require that, along with a sample presentation, for consideration.
- Keep the presentation fresh: It’s always possible that people might end up in the audience twice, especially as you build a reputation as an excellent speaker. To that end, avoid giving the same presentation twice. Consider the audience, and tailor each presentation accordingly.
- Tell a great story: What makes a great presentation? An extraordinary story. Approach your presentation like it’s story time for adults, rather than a lecture. Include vignettes that illustrate your points. Pare stories down so they include compelling, relevant details and clearly match your message.
- Give the crowd stitches: Keep the audience laughing, and you’ll be sure to book more engagements. Stick to safe topics—self-deprecating humor always works as an ice breaker. Steer clear of politics or really strong sarcasm, as these can turn off some people. Remain positive and energetic.
Thought leadership pays when it comes to building a brand and generating referrals. Sharing your perspective as an expert in the field begins with putting your expertise center stage as a public speaker.