tag:blogger.com,1999:blog-24992123224569263672024-03-06T02:19:16.654-08:00Chicago Branding & B2B Marketing - NMMarketingNorwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.comBlogger36125tag:blogger.com,1999:blog-2499212322456926367.post-5207116679161672112014-05-20T11:04:00.000-07:002014-05-23T09:12:18.894-07:00Where Will You Find Your Next Generation of Workers in U.S.?<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL-h_Mb2WE_wU14ohv4hF9tTkn7aWf-dW0uwenNTlac0Gmm1KVlK_5KHpF1AsRPtRLC2Q_LbVrvS8ErGkR_RhNoTQVUpNaqzCIVfiFJv1KbseId6MqN4WYESOoQUagWrcKfeUpn-ankS4/s1600/nm-marketing-next-generation-workers.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiL-h_Mb2WE_wU14ohv4hF9tTkn7aWf-dW0uwenNTlac0Gmm1KVlK_5KHpF1AsRPtRLC2Q_LbVrvS8ErGkR_RhNoTQVUpNaqzCIVfiFJv1KbseId6MqN4WYESOoQUagWrcKfeUpn-ankS4/s1600/nm-marketing-next-generation-workers.jpg" height="196" width="320" /></a></div>
As many as one half million jobs go unfilled in manufacturing today because of the lack of qualified applicants, according to some studies. The lack of qualified applicants will be exasperated by the reshoring movement, which according to a recent report in Modern Metals magazine, will generate anywhere from one million to six million new U.S. manufacturing jobs. Add to the mix the statistic that about 75% of the industrial labor force will retire in the next 20 years and you begin to see the challenge for our economy, particularly our education system.<br />
<br />
The Modern Metals report mentioned another challenge in the outdated and unappealing stereotypes that keep talented students, their parents, teachers and counselors from considering industrial work as a viable career option. Another need according to Modern Metals is to provide the education and training these students will need to develop their skills.<br />
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Much has been written about the programs set up by various industry groups and the government at all levels to train workers. We applaud those efforts, but more is needed. With this in mind, consider what you can do locally to ensure a steady supply of qualified job applicants.<br />
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NM Marketing works with many manufacturing companies, specializing in <a href="http://www.nmmarketingbiz.com/trade-show-exhibit-display.html">trade show exhibit services</a>, public relations, <a href="http://www.nmmarketingbiz.com/chicago-advertising-agency.htm">B2B advertising</a>, and much more. Learn more about how we can help you today at <a href="http://www.nmmarketingbiz.com/">NM Marketing</a>.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com2tag:blogger.com,1999:blog-2499212322456926367.post-1808158987506727732014-03-10T13:19:00.000-07:002014-03-12T11:05:36.297-07:00Understanding Copyright Protection:Part of Your Marketing EffortsMost people know the U.S. government’s copyright provides a form of protection to authors, dramatists, composers, and other artists for their original works in print, digital, or other forms. But it’s important for businesses planning <a href="http://www.nmmarketingbiz.com/trade-show-exhibit-display.html" target="_blank">event marketing</a> to understand that copyright protection may also extend to the use of written content, images, videos, and graphics in their online presence and print use, including the content in websites, printed material, and tradeshows. At the same time, companies and organizations must avoid copying and using the copyrighted material of others, or they could face legal consequences.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1GT9TT5Q89rQ8_aZ8jwBFnu-2zylPmr5hE756w2zp6OIDO3pckIo0GG06QmLxBLcPbhY3DOw2bqmDJTy5KM1BZXf5looR8LnhyBRZYPsvC68qUCjNjLUavVBmhows9GaHCYrK9M_hZCg/s1600/copyright-2-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1GT9TT5Q89rQ8_aZ8jwBFnu-2zylPmr5hE756w2zp6OIDO3pckIo0GG06QmLxBLcPbhY3DOw2bqmDJTy5KM1BZXf5looR8LnhyBRZYPsvC68qUCjNjLUavVBmhows9GaHCYrK9M_hZCg/s1600/copyright-2-1.jpg" height="249" width="320" /></a></div>
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In their summary of copyright protection, the Copyright Clearance Center says that sharing published reports, articles, photos, and other information found online can have implications and put a business at risk of infringement. Businesses can avoid costly surprises in several ways.<br />
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<b>Protect your original work.</b> This refers to written, recorded, or digital work including the descriptions, explanations, and illustrations of your devices, systems, or methods. This protection may include a fee. In the digital age, your work can be more easily copied than ever before. It could be more cost-effective to pay a fee for the protection of a copyright, trademark, or service mark than to lose unknown amounts of income because you did not obtain such protection. <br />
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<b>Avoid copyright infringement.</b> Learn about what is and is not protected by copyright. Train your employees to be aware of the potential for copyright infringement and provide them with up-to-date links to copyright information, including www.copyright.gov and www.copyright.com.<br />
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<b>Consider trademark protection.</b> A trademark is a word, phrase, symbol, or design, or a combination thereof that identifies and distinguishes the source of the goods of one party from those of others. A service mark is used for the source of a service rather than goods. Using the TM or SM symbols for your mark alerts the public that you claim rights in the mark, but does not provide the legal protection of a federal trademark registration. (Learn more at the U.S Patent and Trademark Office website at http://www.uspto.gov/trademarks.)<br />
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For more information about NM Marketing, visit us at <a href="http://www.nmmarketingbiz.com/chicago-branding-agency.html" target="_blank">Chicago branding agency</a>. Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-84862084361851172562014-02-14T10:58:00.000-08:002014-02-14T10:58:22.310-08:00Three Marketing "Must Dos" for 2014<b><i>If you do nothing else this year to boost sales and generate leads, do the following three things:</i></b><br />
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1. Implement Search Engine Optimization so prospects will find you.<br />
2. Revise your website copy for keywords and phrases so your web copy is relevant to your prospect’s information needs.<br />
3. Implement a monthly email program to create Top of Mind Awareness for your company.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfJANRONbqn5EWQVzJAfVBmXF5nHOaxp2W-3pGyaQ6lMVaczoB6nymwfK6vO3r2pJ3oN6KZj8RuttDbumyJi2jD2vFkZYQ-yKxgskHvJRj5EUWDAbxx4piJk3C7nm7XC3BmueBmFrGNdY/s1600/marketing-musts-2014.jpg"><img alt="marketing must dos for 2014" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfJANRONbqn5EWQVzJAfVBmXF5nHOaxp2W-3pGyaQ6lMVaczoB6nymwfK6vO3r2pJ3oN6KZj8RuttDbumyJi2jD2vFkZYQ-yKxgskHvJRj5EUWDAbxx4piJk3C7nm7XC3BmueBmFrGNdY/s1600/marketing-musts-2014.jpg" height="240" width="320" /></a></div>
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If you need help with any of these, <b>NM Marketing Communications</b> (NMMC), LLC can help. We are a leading business-to-business marketing firm serving clients nationally and internationally from our headquarters in suburban Chicago. We are an ideal choice to be your marketing firm because:<br />
<br />
• Google currently rates us No. 1 for B2B <a href="http://www.nmmarketingbiz.com/audit.html" target="_blank">marketing planning and </a><a href="https://www.blogger.com/null" target="_blank">auditing services</a>.<br />
• We are experienced in <a href="http://www.nmmarketingbiz.com/trade-show-exhibit-display.html" target="_blank">industrial and event marketing</a>.<br />
• We know how to get results for our clients<br />
<br />
But it isn’t enough to take your marketing to next level if you don’t take your business up a notch. As you move forward into 2014, consider how you will make your company more attractive to prospects.<br />
1. What three things will you do to <b>improve quality</b>?<br />
2. What three things will you do to <b>improve service</b>?<br />
3. What three things will you do to <b>justify a price increase</b>?<br />
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May I suggest that you throw these challenges at your management team for discussion… more importantly… <b>for action</b>. <br />
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<b>For more ideas on how to build your business in 2014, call or email NMMC at 847.657.6011 or info@nmmarketingbiz.com</b>Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com2tag:blogger.com,1999:blog-2499212322456926367.post-88234426112004954582014-01-20T10:16:00.000-08:002014-01-20T10:17:07.641-08:00How to Improve Your Business Reach Resolutions for 2014: Your Marketing Communications Checklist & Toolkit<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIh3Fv3N37qmvjczzTn9U9SY8V3BW3BPhngSevhyphenhyphenh8cK4WfmCkFjApEr55hoY8jH9ekK8sq4-iKbm9d1P1v8WenZusmU747eQ4I8Se7NWEKELgMo3EsuajB1a1TY7I5-oTF7o3sHhETVc/s1600/marketingtookit_logo_new.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIh3Fv3N37qmvjczzTn9U9SY8V3BW3BPhngSevhyphenhyphenh8cK4WfmCkFjApEr55hoY8jH9ekK8sq4-iKbm9d1P1v8WenZusmU747eQ4I8Se7NWEKELgMo3EsuajB1a1TY7I5-oTF7o3sHhETVc/s1600/marketingtookit_logo_new.jpg" height="105" width="320" /></a></div>
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It’s that time again—the start of a new year. Time to think about what you can do better than last year. The point when business people make plans to improve their outlook, financial and otherwise. And time to ask, what can you do to enhance your marketing and promotion efforts in 2014?<br />
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As with any resolution for self-improvement, a reality check can help guide your progress. Some timely questions to ask include:<br />
<ul>
<li>Has our marketing been effective in the past? If not, why not?</li>
<li>How can we generate new sales and attract customers?</li>
<li>How can we communicate and interact with clients so they will return?</li>
<li>Is our marketing content up-to-date, consistent, and relevant to our audience? </li>
</ul>
A successful B2B and B2c marketing plan is built with multiple components. <a href="http://www.nmmarketingbiz.com/" target="_blank">NM Marketing Communications, LLC</a> (NMMC) recommends the following are part of your 2014 marketing toolkit.<br />
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<b>A search engine optimized/navigation friendly website</b><br />
Is your company website inviting and informative? Does your content establish your expertise, superior product, credibility, and reliability? Content should be clear, direct, and informative. Rather than only pitching your products or services, the successful website enables a buyer to become a better-informed and more loyal customer and raving fan.<br />
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<b>Print collateral, direct mail & social media</b><br />
Print material remains an important and practical marketing tool in the digital age. When designed to be consistent with an online presence and your company branding, print collateral, direct mail and social media, it provides a positive introduction to your company for a targeted audience.<br />
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<b>Ongoing networking activities</b><br />
The well-known adage “Eighty percent of success is showing up,” attributed to comic Woody Allen, could be a networking mantra. Seek out the groups associated with your business or industry segments. Attend industry events and meetings. Be visible: Showcase your company. Showcase your capabilities/products/services.<br />
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<b>Trade shows budgeting/planning</b><br />
The best <a href="http://www.nmmarketingbiz.com/trade-show-exhibit-display.html" target="_blank">trade show exhibits</a> are carefully planned. Elements of a successful exhibit include informative content, preparation of materials, coordination, and logistics, and the means to carry on an interactive and ongoing communications program with buyers and customers once the tabletop exhibition or trade show has ended.<br />
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<b>Customer Relationship Management (CRM)</b><br />
The aim of CRM is to improve customer satisfaction; because of a satisfied customer is a repeat customer. CRM involves a multifaceted approach to winning customers. NMMC helps companies better understand CRM, including tips for learning how to increase customer loyalty, training employees to ensure exceptional customer service, making customer service consistent, and using marketing and online search tools to target and track customer satisfaction.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-36319790804807988172013-11-26T14:23:00.000-08:002013-12-02T14:30:43.218-08:00Customers Want Information Before Buying:Why Content Marketing WorksThe Internet has changed the buyer/seller dynamic. Surveys show that most people go
online to research and evaluate products and services. They view video
demonstrations, read company website articles, and search other online forms of
information. This is true whether they’re thinking about buying a computer, a
car or metal castings, as reported in the recent <i>LINKS’ </i>magazine feature
article prepared by NM Marketing Communications (NMMC) for the North
American Die Casting Association, Arlington Heights, IL.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ6YYeiznZZI_naoVMU5peFsJxpbBU5kVMlChV6XUSQG8cHaCs4pnG_Hb8HFMVfIjy1wsZbCN_yGyRJzcBqirsMwK1nrRG25wjOReK_NTMEyr5_wPAGsoAkZZ1Fb0SXowp04SSJLe0Hjw/s1600/content-marketing-cycle1222422.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ6YYeiznZZI_naoVMU5peFsJxpbBU5kVMlChV6XUSQG8cHaCs4pnG_Hb8HFMVfIjy1wsZbCN_yGyRJzcBqirsMwK1nrRG25wjOReK_NTMEyr5_wPAGsoAkZZ1Fb0SXowp04SSJLe0Hjw/s1600/content-marketing-cycle1222422.jpg" /></a></div>
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B2B marketers
use content marketing to take advantage of online marketing
to:<br />
Build awareness<br />
Engage their target
audiences<br />
Position their client company as an industry
leader<br />
Create trust<br />
Make the sale<br />
<br />
The
following are some of the content forms that build
awareness:<br />
Articles<br />
Video
demonstrations<br />
E-Newsletters<br />
Industry
research/analysis white papers<br />
Press releases<br />
<br />
Once the
customer is engaged, your company can provide product catalogs, customer case
studies, tutorials, “how to” guides, and testimonials, usually through your
website, LinkedIn or Facebook pages, and similar methods. One especially useful
tool is a Resource Center on the company website. Prospective customers can go
to the Resource Center to find basic and more technical information in article
categories. Along the way, the customer is encouraged to contact the company for
more information. These inquiries are priceless—often leading the customer to
decide on a final purchase.<br />
<br />
Content marketing can drive revenue because
it builds demand through awareness and engagement. NMMC helps its manufacturing
and professional services clients understand the needs of their target audience,
produces the right kinds of content to meet those needs, and uses the best
channels to reach prospective buyers.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-16241769585459866062012-11-26T08:38:00.000-08:002012-11-26T08:38:19.792-08:00Holiday Messages Make an Impact<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3l5_zLhJcadyPwYpMk7zwSkI01jr3ckGUmIRxZ2fdJLWGa9PWe9D_sjNA7Z_I5BXDptsqotKu-K8TGCRa17VSvbKay1FcM0oFXzfSLaaNOaNDi-eRtJjIZWT3o3Un-x_NdADrkZkEIys/s1600/ChristmasMail.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3l5_zLhJcadyPwYpMk7zwSkI01jr3ckGUmIRxZ2fdJLWGa9PWe9D_sjNA7Z_I5BXDptsqotKu-K8TGCRa17VSvbKay1FcM0oFXzfSLaaNOaNDi-eRtJjIZWT3o3Un-x_NdADrkZkEIys/s1600/ChristmasMail.jpg" /></a>Christmas is a magical time for children. A recent promotion I received reminded me about the innocent wonder of children as they wait for the big day. The e-mail promotion offered an official, personalized letter from Santa for a mere $19.99. Santa’s letter would also include a list of who was on Santa’s “nice” list, reassuring the youngsters that there would be presents under the tree. I’m sure that even though the letter was unexpected, the message made an impact. </div>
Thinking about Santa’s letter made me wonder how may B2B customers look forward to your messages during the holidays. <a href="http://www.nmmarketingbiz.com/" target="_blank">B2B marketers</a> often reduce their efforts during the holidays because they believe executives and purchasing decision makers will be distracted by family celebrations, end-of-the year planning and similar events. Some recent research by Eloqua casts a new light on that thinking, at least as far as e-mail marketing is concerned.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAOeAEYmjlUhtLangZXWNz4i6PTvFiDlltvv94BsNobXEhsJvH-qbYyVc1bZxnuUWJcf8jK_7aabygu-IuTCUOMCTRF7xPOE7NJvYq1BEYDdraWhy0gMk7jjZXYek9VswanjWfIHrQP9o/s1600/image001.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAOeAEYmjlUhtLangZXWNz4i6PTvFiDlltvv94BsNobXEhsJvH-qbYyVc1bZxnuUWJcf8jK_7aabygu-IuTCUOMCTRF7xPOE7NJvYq1BEYDdraWhy0gMk7jjZXYek9VswanjWfIHrQP9o/s400/image001.jpg" width="400" /></a></div>
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<br />
As you would expect, B2C e-mail marketing jumped during November and December, while the number of messages declined for B2B. What’s surprising, though, is that the <a href="http://www.nmmarketingbiz.com/" target="_blank">B2B messages are more effective during the holidays</a>. The number of page views for those messages takes a 13% jump in November and December when compared to the rest of the year. It’s a good reminder that a properly focused message can have a great deal of impact when you’d least expect it.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-43329682864569654202012-10-23T15:07:00.000-07:002012-10-23T15:07:36.997-07:003 Tips for Branding Success<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTvqRr60HPRmw0OjJacUp1YWG5oMRII2mcXL1XlyTGjuQtT09WfVVOyPnf71ClxiwBtkeXaQl5rCx67itFWsjpHytkwHAaxS8Ej9mwf-VdvO4lxtNURhwEonfxAsZprlT8Edm5N28Hzec/s1600/branding-success.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTvqRr60HPRmw0OjJacUp1YWG5oMRII2mcXL1XlyTGjuQtT09WfVVOyPnf71ClxiwBtkeXaQl5rCx67itFWsjpHytkwHAaxS8Ej9mwf-VdvO4lxtNURhwEonfxAsZprlT8Edm5N28Hzec/s1600/branding-success.jpg" /></a></div>
Branding is a very hot topic. It seems like everywhere you turn, <a href="http://www.nmmarketingbiz.com/corporate-communications.html" target="_blank">marketing and communications media</a> are talking about the importance of branding for companies and individuals. Yet with all the emphasis on ways to build a strong, successful brand it’s amazing how a few common mistakes can quickly destroy your brand. I was reminded of this fact while reading a recent article on <a href="http://ragan.com/" target="_blank">Ragan.com</a>, “25 ways to screw up your brand,” by Shanna Mallon.<br />
<br />
Reading the many blunders she describes, several common threads emerge. A slip-up in any of these key areas can destroy your brand as easy as 1, 2, 3. Here are the three major elements of <a href="http://www.nmmarketingbiz.com/chicago-branding-agency.html" target="_blank">branding success</a>. <br />
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<b>Be Distinctive</b><br />
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Branding is the way you define your company or product. Creating the proper perception is critical, and is affected by everything from the brand’s name to what market segments you pursue. <br />
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<b>Be Consistent</b><br />
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Once you’ve identified what makes your brand distinctive, communicate that message consistently to internal and external audiences. <br />
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<b>Be Responsive</b><br />
<br />
The rapid growth of social media has made it more important than ever to be responsive to customers. <br />
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For more details on how these elements affect your brand, see the Viewpoint article “Brand Destruction is Simple as 1, 2, 3.”Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com2tag:blogger.com,1999:blog-2499212322456926367.post-3110453842675596722012-07-06T09:26:00.000-07:002012-07-06T09:32:23.209-07:00Does Your Brand Really Matter?<div class="separator" style="clear: both; text-align: left;">
<img alt="Brand Marketing" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZuWfhRcucVKVLFjV0th1JAieIsWWsprah4b3MTumfMGK6FnZ6bQBmanncWfeKlrHJL2-lbKmuJgNPAAjOjeJhscRcBTOtGkXbN84AmNjm2PtzbXP4WaZj5miDICI5a4OuFbSooL6f-Jc/s1600/Branding.jpg" style="clear: left; float: left; margin-bottom: 0em; margin-right: 1em;" title="Branding" />Many B2B companies or service businesses struggle with the concept of their brand. Some organizations think of their brand only at the most rudimentary level – as a combination of logo, colors, design and taglines that they might use on their website or printed materials. Others may have a deeper understanding that branding extends to the company’s personality, price, service and customer interactions. </div>
<div class="separator" style="clear: both; text-align: left;">
<br />But however they consider their brand, many B2B organizations think that <a href="http://www.nmmarketingbiz.com/chicago-branding-agency.html" target="_blank">branding</a> is something that’s only important for well-known, nationally advertised consumer products. Granted, major consumer products companies can invest a lot of marketing dollars to reinforce their image. But even without that advantage, companies should pay careful attention to their brand.</div>
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That’s because in one sense, perhaps the most important sense, a brand is a promise. As Lois Geller explains in “Why A Brand Matters,” (Forbes.com, May 23) when you think of some top brands, such as McDonald’s Coca Cola or Apple, you immediately know what they promise. The combination of a brand’s attributes creates an impression in the customer’s mind. For instance, Geller says, when think of Volvo, your first thoughts are probably going to be something like “well built, comfortable, Swedish” and, most of all, “safety.”<br />
<br />
The good news is that you don’t have to be a major company to create your own particular brand attributes. In some respects, reinforcing a set of brand attributes for a <a href="http://www.nmmarketingbiz.com/" target="_blank">B2B company</a> is easier because you have a much more focused customer base. The other advantage is that you probably have more direct contact with customers, making the role of employees in reinforcing the brand vitally important. <br />
<br />
Employees should know what your brand stands for and what their roles are in supporting the brand. This is particularly true as social media and other <a href="http://www.nmmarketingbiz.com/corporate-communications.html" target="_blank">communications methods</a> have given customers methods to share their experiences – both good and bad – at light speed. A failure to live up to a brand promise, whether through a poor sales experience or a faulty product, can quickly snowball into a full-fledged crisis of confidence among customers. Studies by the U.S. Office of Consumer Affairs show that a dissatisfied customer may tell as many as 11 people about his or her experience, <br />
and each of them will tell others.<br />
<br />
If your company needs to work on defining your brand’s promise, here are some questions we use with NMMC clients: <br />
• What is your company's mission? <br />
• What are the benefits and features of your products or services? <br />
• What do your customers and prospects already think of your company? <br />
• What qualities do you want them to associate with your company?<br />
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Answering these questions about your brand will pay big dividends.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-6712094249579004492012-05-14T10:46:00.001-07:002012-05-14T10:48:34.146-07:00Social Media No Longer a Novelty for Business<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipgd-NMc5PwaDD2iZ_bvmrGZW5Dousf3sSetFcBokKAf0ffayakfBKAJaPwTl6naDmvaKxiIRK1Sx4KLQ1Uu4CPJgquUzf93DKQMcFSMLYwLRYSEmKZIKfJWsK4ZEAIHdqJnPdQTOQcyw/s1600/social_media_marketing.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipgd-NMc5PwaDD2iZ_bvmrGZW5Dousf3sSetFcBokKAf0ffayakfBKAJaPwTl6naDmvaKxiIRK1Sx4KLQ1Uu4CPJgquUzf93DKQMcFSMLYwLRYSEmKZIKfJWsK4ZEAIHdqJnPdQTOQcyw/s1600/social_media_marketing.png" /></a>It’s hard to ignore the impact of social media on the way we communicate. Facebook, Twitter, LinkedIn and many other platforms have provided tools for almost instantaneous communication and feedback about products and services.<br />
Initially, social media activity was associated with college students connecting via Facebook™ and celebrities Tweeting about their latest adventures … or misadventures in many cases. Now, however, use of social media is increasingly important for business.<br />
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If you have any doubt that social media has a place in business, here are some statistics that should change your mind. SocialMediaB2B.com notes 60 percent of B2B marketers already have implemented a social media strategy, or will in the next year; 53 percent of B2B companies actively participating on Twitter; and 47 percent of them active on LinkedIn. If these statistics alone aren’t enough to convince you about the power of social media, here’s a statistic that will – Dell sold $3 million worth of computers on Twitter! <br />
This information is part of an article I recently wrote for OfficeLine, a bi-monthly publication produced by United Stationers, a long-time <a href="http://www.nmmarketingbiz.com/" target="_blank">NM Marketing Communications</a> client.<br />
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In addition to citing the growth of social media, the article provided a number of tips from experts on how to begin implementing a successful social media strategy. Among the tips are blogging regularly to increase traffic to your website and finding ways to create meaningful engagement with your customers.<br />
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These are just some of the ways to incorporate social media into your <a href="http://www.nmmarketingbiz.com/" target="_blank">B2B marketing</a>. If you’d like to discuss ways to begin or enhance your social media strategy, give me a call - 847.657.6011.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-2290229809075115432012-03-26T12:39:00.003-07:002012-03-26T12:45:59.125-07:00Effectively Handling E-Mail Bullies<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbpPM_VXQVscm-Rt1FGrP1hDBukO0Bynp3pZS-msaqJs2IVsfpklp9Yg732QYcUaEB7IZbY-Xr_zx2OV3yIJRFP9hDqIZcSopyT0mHW9frR73VcROui7jCKO6JDDPBxrqRXtQ1OhNhHWg/s1600/no-bullying.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 75px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbpPM_VXQVscm-Rt1FGrP1hDBukO0Bynp3pZS-msaqJs2IVsfpklp9Yg732QYcUaEB7IZbY-Xr_zx2OV3yIJRFP9hDqIZcSopyT0mHW9frR73VcROui7jCKO6JDDPBxrqRXtQ1OhNhHWg/s320/no-bullying.jpg" alt="" id="BLOGGER_PHOTO_ID_5724293203659305554" border="0" /></a>I recently received a rather rude e-mail. It made me wonder what makes certain supposedly <a href="http://www.nmmarketingbiz.com">professional business</a> people turn into contemptuous, mean-spirited bullies when they get on their e-mail account?<br /><br />Part of the problem may stem from the ease of writing and sending an e-mail. It’s simple to react quickly, especially when emotions or a challenging or complicated situation come into play. If you’ve ever been scatter-bombed with hostile, demeaning, or demanding e-mails from a boss, a client, or a business associate, you know what it’s like, but what you probably don’t know is how to respond.<br /><br />Here are some ways to handle rude, accusatory and mean-spirited e-mail:<br /><br />• Report threats or vulgar language to the ISP. These violate the Terms of Service of ISPs. Send the e-mail to abuse@ the ISP.<br /><br />• If you receive a rude, over-the-top e-mail or one that makes personal attacks on you, wait before responding. Wait until the next day or two. Think hard about whether you really need to respond.<br /><br />• If the e-mailer is misinformed, you can try to correct the misinformation. Don’t reply in kind. Do your best to take the high road and be courteous.<br /><br />• Reach for the phone. In many cases, the best option may simply be a phone call. This is especially true when dealing with clients or colleagues, since it will probably eliminate misinterpretations and help you get to the heart of any issue.<br /><br />And finally, when writing your own e-mails a good common sense rule to follow is the Golden Rule: treat others as you would like to be treated.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-80968484997540652882012-01-23T09:32:00.000-08:002012-01-23T09:38:53.590-08:00Is Funville the Right Place for Disaster Info?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFWFltjZV8nnuOYAtvH9tlc_B6a94Zlmr7IGl2YzM_RoQFy4PQt94j2XHA5ffNsTtAteEHD2gG-eRvRv6GIa7lw-yc3zfX2Si5Z4A84ohaogivIOTzQ4uWThOIAspBUl2IjzXjceNp1Vc/s1600/costa-concordia-off-coast.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 90px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFWFltjZV8nnuOYAtvH9tlc_B6a94Zlmr7IGl2YzM_RoQFy4PQt94j2XHA5ffNsTtAteEHD2gG-eRvRv6GIa7lw-yc3zfX2Si5Z4A84ohaogivIOTzQ4uWThOIAspBUl2IjzXjceNp1Vc/s320/costa-concordia-off-coast.jpg" alt="" id="BLOGGER_PHOTO_ID_5700881954870297730" border="0" /></a>The January 13 accident of the 4200-passenger Costa Concordia cruise ship is worldwide news and a public relations black eye for the ship’s owner, Carnival Corporation.<br /><br />As this is being written a few days after the incident, the grounding and capsizing of the giant vessel seems to be a case of severe human error. According to many news reports, Captain Francesco Schettino deliberately steered off course so that he could show off the ship to residents on the island of Giglio, Italy, home of the giant ship’s headwaiter. After ripping a hole in hull of the $450-million vessel, the captain fled the ship before many of the passengers.<br /><br />While it’s hard to anticipate a ship’s captain going rogue, it seems that an appropriate crisis <a href="http://www.nmmarketingbiz.com/marketing-communications-strategy.htm">communications plan</a> should be in place, regardless of the cause of the crisis.<br />Of course, Carnival has a communications plan in place, using time-tested crisis communications procedures for getting out as much info as quickly as possible. However, there seems to be a significant disconnect between the messages and the way many of them are delivered.<br /><br />Despite having numerous promotional messages, banner flashes and other catchy elements on the homepage of their website, there is nothing directing readers to more information about the Costa Concordia.<br /><br />If you search, you can finally find the information on the <a href="http://www.carnival.com/Funville/forums/p/206396/1082642.aspx" target="_blank">blog page</a>, called Funville. I’m sure the irony is apparent to many website users.<br /><br />Facebook, Twitter and a company’s website are all valuable means of quickly communicating with customers. However, cruise lines are in the business of selling fun. The bright colors and promotional messages that dominate the Carnival Cruise website certainly send mixed signals when dealing with a serious topic such as passenger safety.<br /><br />A more appropriate crisis <a href="http://www.nmmarketingbiz.com/chicago-marketing-communications-services-company.htm">communications response</a> might be to set up a temporary landing page for information about the incident. That would be a service to travelers, families and other interested parties. It would make the information easier for them to find while separating the promotional content for customers who weren’t concerned about the Costa Concordia.<br /><br />That would be a better plan, because I think we’d all agree this doesn’t look like Funville.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-29929224005792397362011-12-19T16:26:00.000-08:002011-12-19T16:33:32.622-08:00Penn State Teaches Painful PR Lessons<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCPiyzjXuBWDkG-CIdDosxZOXcXX25atboHsQaBqqd103v-HujuO3MAFvNs8LN3VCsoiT9cowvoC0sP2rCl77J5yXufyf_Z6DhcDZPAGwux5_U3nzQusMomvKzmRBA_e56xR_v9ple9No/s1600/penn-state-scandal.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 90px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCPiyzjXuBWDkG-CIdDosxZOXcXX25atboHsQaBqqd103v-HujuO3MAFvNs8LN3VCsoiT9cowvoC0sP2rCl77J5yXufyf_Z6DhcDZPAGwux5_U3nzQusMomvKzmRBA_e56xR_v9ple9No/s320/penn-state-scandal.jpg" alt="" id="BLOGGER_PHOTO_ID_5688000911652256002" border="0" /></a>Universities are supposed to be bastions of knowledge, research and education. Unfortunately, the allegations about child abuse by former Penn State coach Jerry Sandusky are providing a different kind of learning experience. The tragic situation has been steadily morphing into a case history for mishandling a crisis.<br /><br />State College, Pa., home to Penn State, has long been known as Happy Valley. The name clearly seemed to fit, especially when it came to the football program. In an era of constant coaching turnover, Joe Paterno had coached there since 1949. He was head coach for 49 of his 61 years on staff, winning 409 games and graduating 89% of his players.<br /><br />The image of Happy Valley, built over many years, came crashing down quickly in early November. A grand jury report accused Sandusky – the former defensive coordinator – of sexually abusing eight boys in incidents dating back to 1998. The charges themselves were horrific. But the response of the university, both to the initial allegations in 1998 and 2002 as well as the grand jury report, was even more puzzling.<br /><br />As the story has evolved, it appears the university’s response to the reported incident was slow and not very aggressive. Despite his stature on campus, Paterno seemed content to let the matter drop and not conduct any proactive follow up. Many theories have been offered for why more was not done. Human nature, internal politics or profit motives may have prevented asking the tough questions.<br /><br />Asking the right questions at the right time could have set Penn State on a different course. Yes, the university likely would still have suffered a black eye if the allegations were true. But the pain might have been limited to a few news cycles, rather than stretching for weeks. Instead, the university seemed surprised by the grand jury report and struggled to deal with the situation.<br /><br />One of the cardinal rules of crisis <a href="http://www.nmmarketingbiz.com/corporate-communications.html">communications</a> is to provide fast and accurate information. If you are unsure of the facts, then limit your statements to what you can confirm. In this case, no one at Penn State was following the same playbook. Graham Spanier, former university president, strongly defended two of his staff in his initial comments, and then he had to backtrack. Soon, all three were gone.<br /><br />The trustees were slow to react, leading to the spectacle of Paterno announcing his resignation in the afternoon before he was fired later that same night. Even in trying to do the right thing, the various parties seemed to be tripping over each other.<br /><br />After trustee Ken Frazier, CEO of Merck, was named to lead the school’s internal investigation, questions arose about conduct at Merck. Louis Freeh, former FBI director, was quickly named as his replacement in the investigation. No one could question Freeh’s independence, but it kept the story alive for a few more days.<br /><br />Of course, the final chapter in this situation is still being written as investigations and legal inquiries proceed. But regardless of the final outcome, it’s clear that the stature of the university and the legacy of its long-time football coach have suffered immeasurable harm.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-24882402258564821822011-10-25T14:45:00.001-07:002011-10-25T14:52:29.104-07:00Raising Expectations For Cubs and B2B Marketers<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTBFg2NnCPmG6xncsVxEzEpi972OXHHM_wIHlyyMYz7EgL5XniGZoFuRU2I11Ve2uaOTEAtQs0s-oaP_Zw-eFeXnELulntFAyukSBCjCYefix4In1H-g6_WiuZfYRD86C0GRMv13_vWUY/s1600/chicago-cubs-theo-epstein.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 90px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTBFg2NnCPmG6xncsVxEzEpi972OXHHM_wIHlyyMYz7EgL5XniGZoFuRU2I11Ve2uaOTEAtQs0s-oaP_Zw-eFeXnELulntFAyukSBCjCYefix4In1H-g6_WiuZfYRD86C0GRMv13_vWUY/s320/chicago-cubs-theo-epstein.jpg" alt="" id="BLOGGER_PHOTO_ID_5667549486588698050" border="0" /></a>Now that Theo Epstein has finally been named Cubs’ president of baseball operations, I was struck by the similarity between expectations for the new Cubs’ leader and <a href="http://www.nmmarketingbiz.com/">business-to-business marketers</a>.<br />As a lifelong Cubs’ fan, like many others in Chicago I’m hoping that Epstein will finally lift the curse that‘s followed the team and produce a World Series champion. Expectations are high because the Cubs paid a high price to bring him into the fold, and the team already has a big payroll.<br />A Forrester Research study, “Bigger B2B Marketing Budgets Come With Great Expectations” raises similar issues for marketers. The report noted that after several years of making cuts, <a href="http://www.nmmarketingbiz.com/">B2B marketing</a> leaders have larger budgets in 2011. However, with these increases in spending comes more scrutiny and greater expectations for results.<br /><br />Another parallel between the Cubs and B2B marketers is that the raised expectations are coming during a time when the landscape for both baseball and marketing is dramatically changing. Baseball is now making greater use of computer analytics.<br />Likewise, marketers are facing new challenges to effectively understand how to track, manage and apply many of the new social media tools, online marketing channels and changing customer expectations.<br /><br />The bottom line, though, is that both Epstein and marketers must effectively use their budgets to achieve results. For many marketers, that means integrating conventional techniques with new online tactics. Marketers need to better understand the impact marketing and technology integration can have in making customer experiences more gratifying and satisfying, thereby improving loyalty, retention and repeat purchases.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-56589028530196064012011-09-13T07:30:00.000-07:002011-09-13T07:37:17.964-07:00Staying Adaptable Critical for Marketing Success<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_OimM18dcg8ICfxHt-Ulh9hg2ALUXx7pHZJKL8uZEoRNqSBIlKx18KfBdWnzMA0cwviSS6TPrD6lpZvqpLuvjcWE2LFAHAqhEw61MP1P3toLSXdVLTPOPn8jAqM-2VhQMkBtBHpV6zvc/s1600/mobile-future.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 80px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_OimM18dcg8ICfxHt-Ulh9hg2ALUXx7pHZJKL8uZEoRNqSBIlKx18KfBdWnzMA0cwviSS6TPrD6lpZvqpLuvjcWE2LFAHAqhEw61MP1P3toLSXdVLTPOPn8jAqM-2VhQMkBtBHpV6zvc/s320/mobile-future.jpg" alt="" id="BLOGGER_PHOTO_ID_5651852552404449042" border="0" /></a>What will <a href="http://www.nmmarketingbiz.com/">B2B marketing communications</a> look like in the future? There’s no consensus, but the warp speed pace of technological change is affecting the way customers receive information. However, a couple of broad trends stand out.<br /><br />The use of digital communications is clearly accelerating. By 2015, paper use by the magazine, newspaper, book and other publishing sectors is expected to fall by up to 21% compared with 2010 levels, according to a report released by RISI, which provides information to the paper industry.<br /><br />And within the digital sphere, more people will depend on smaller handheld devices to get information. According to DisplaySearch, tablet computer sales this year are growing at the phenomenal rate of 400 percent over last year. In the second quarter alone, Apple shipped 10 million iPads.<br /><br />Of course, many pundits argue that these changes do not spell the death of traditional computers, especially in the corporate world. Investments in existing hardware and networks, as well as handheld security and performance issues, will keep them as a fixture for quite some time.<br /><br />But as mobile usage grows, <a href="http://www.nmmarketingbiz.com/chicago-marketing-communications-services-company.htm">marketing communications</a> and email messages – with all of their graphics and attachments – will need to be tailored for these mobile platforms. Otherwise, customers and prospects will simply ignore your messages if the information is in an inconvenient form.<br /><br />Adapting your messages to new media is critical, but you still need to rely on proven communications principles. For most <a href="http://www.nmmarketingbiz.com/">B2B marketing</a>, there will always be a problem to solve, a solution to offer and a benefit to prove to your customers. Successful marketers will adapt to new media to deliver those messages.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-52048092591126978332011-08-12T15:13:00.000-07:002011-08-12T15:16:28.754-07:00Turning the Tables on Global Competition<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZZoa-Dk_a0541gtGE1HIukrHrPp80miuuv0IfI07680XqZSDisXH38YN1sNOCK5NktOkKcGPsvQKB4UgGdvJJWQjXKj5vh2mfM7zzvyCkxF1K7NcB-ObYXKdC4u4OPXshm1RjLUQuORk/s1600/china-us-ying-yang-global-competition.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 119px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZZoa-Dk_a0541gtGE1HIukrHrPp80miuuv0IfI07680XqZSDisXH38YN1sNOCK5NktOkKcGPsvQKB4UgGdvJJWQjXKj5vh2mfM7zzvyCkxF1K7NcB-ObYXKdC4u4OPXshm1RjLUQuORk/s320/china-us-ying-yang-global-competition.jpg" alt="" id="BLOGGER_PHOTO_ID_5640096450008873778" border="0" /></a>We often bemoan the rise of offshore competition, particularly from China. However, the typical mindset is to think of products that are manufactured in China but produced to the specifications and market needs of U. S. companies.
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<br />I never really thought about how few goods sold here are branded as Chinese products until I read the recent Wall Street Journal article, “Chinese Firm Meets Global Branding.” Among the handful of Chinese firms that have penetrated the U. S. market with their own products are computer maker Lenovo Group Ltd. and household-appliance giant Haier Group.
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<br />The article then goes on to describe the struggles of Chinese entrepreneur Jack Yang to sell a dashboard mount for GPS units under its Züuma brand in the U.S. Yang’s quest started in 2005 when he developed a GPS mounting device at the request of a Chinese GPS company. He continues to produce the mounting devices for companies that sell them under their own brands. In the meantime, he is working with two American partners who provide branding and distribution services, a strategy many Chinese businessmen reject. The payoff for selling his own brand is a far larger profit than the 40 cents he makes on each unit he produces for others.
<br />"It's not that small- and medium-sized Chinese companies don't want to develop global brands," Yang explained in the WSJ article. "We don't know how. We don't understand the U.S. market, culture or business model."
<br />While the early groundwork to establish the Züuma brand is promising, and some distributors have reacted positively, sales are not as robust as Yang would like. "Things haven't moved very quickly." But, he notes, "It's like digging a well. If you make superior preparations, you will have big returns."
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<br />Yang’s experience is a good lesson to anyone trying to <a href="http://www.nmmarketingbiz.com/">build a successful brand</a>. You need to understand your market and commit to an extended effort. And finally, you should seek out partnerships with professionals that have expertise you are lacking.
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<br />Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-26138680047876708262011-06-22T08:06:00.000-07:002011-06-22T08:13:44.986-07:00Turning to Technology for Marketing Success<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghK92R5hviPbZ39Aa_pbvBK8rA8rbMr7sVYmyFmvvys6KcMyvSCZ9YRrZ1IcR4CRLwyUiMEb7f85kte9lYqMXoQ0VzeJX2DmO4XczXa9bEEsQqxsVexYXuV8IPQfBYCsYR4zQdZ_dGdbs/s1600/marketing-success.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 120px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghK92R5hviPbZ39Aa_pbvBK8rA8rbMr7sVYmyFmvvys6KcMyvSCZ9YRrZ1IcR4CRLwyUiMEb7f85kte9lYqMXoQ0VzeJX2DmO4XczXa9bEEsQqxsVexYXuV8IPQfBYCsYR4zQdZ_dGdbs/s320/marketing-success.jpg" alt="" id="BLOGGER_PHOTO_ID_5621061039867657106" border="0" /></a>United Stationers, a major distributor of paper and traditional office supplies, has been placing a heavy emphasis on online marketing for the past several years. This may seem like an odd way for a company specializing in paper to go to market, but an article we developed for the company’s bimonthly publication, OfficeLine, explains why.<br /><br />“The Technology Imperative," shows how effectively using technology and <a href="http://www.nmmarketingbiz.com/web-site-marketing.htm">online marketing</a> benefits both United Stationers and its vast network of independent office supply dealers. Technology now enables the buy/sell exchange to happen in real time. Procurement professionals are driven to purchase faster, easier and smarter – all the while pushing suppliers to keep pace.<br /><br />Dealers can reduce order processing staffs, says, Jim Dodson, president, Save It Now, Indianapolis, IN. “In our case, orders come into our system and are automatically submitted to our supplier, United Stationers. This is all done electronically without having to repeat the process,” he says.<br /><br />Another dealer, Steve Unruh, president, Bertelson Office Supply, Minneapolis, MN, notes, “In addition, eCommerce lets us track where customers are going on our website, where they are landing and how long they are staying there – or the stickiness factor. This is a powerful tool.”<br /><br />If you’d like help harnessing the power of the eCommerce and <a href="http://www.nmmarketingbiz.com/web-site-marketing.htm">online marketing</a>, give me a call. NM Marketing Communications is offering a <span style="font-weight: bold;">FREE</span> web analysis and evaluation.<br /><br />Our free online analysis includes:<br /><br /><span style="font-weight: bold;">Paid Campaigns</span> -- Provide you with an independent evaluation of your ThomasNet, GlobalSpec, and other marketing programs.<br /><br /><span style="font-weight: bold;">Keyword/SEO Ranking Report</span> -- Determine how well your company website ranks on major search engines and provide you with a <a href="http://www.nmmarketingbiz.com/chicago-search-engine-optimization.htm">search engine optimization</a> (SEO) report.<br /><br /><span style="font-weight: bold;">Overall Web Traffic/Conversion Analysis</span> -- We can determine who your biggest sources for leads are and how much it's costing you per lead/acquisition. We can even set up and install Google Analytics.<br /><br />To learn more, call me at 847.657.6011 or email: <a href="mailto:info@nmmarketingbiz.com">info@nmmarketingbiz.com</a>Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-32608548051058181392011-04-26T12:10:00.000-07:002011-04-26T12:17:44.754-07:00How Earth Friendly Is E-Green?<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7tgZMQJrNCYPREEA_kbboLTOmPFGGicA0KJcnBdRzMNzkRpuhA-uTzlhVNCvKwb9lNq3r3qhJpr0aT_yAa43pDjFTnHXNkisMABp2L577rOI2krnC8JPX5XDSBkYWJ9VO6a5EY3ZEIGE/s1600/images.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 142px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7tgZMQJrNCYPREEA_kbboLTOmPFGGicA0KJcnBdRzMNzkRpuhA-uTzlhVNCvKwb9lNq3r3qhJpr0aT_yAa43pDjFTnHXNkisMABp2L577rOI2krnC8JPX5XDSBkYWJ9VO6a5EY3ZEIGE/s320/images.jpg" alt="" id="BLOGGER_PHOTO_ID_5599972125061878690" border="0" /></a>All facets of business are under pressure to go GREEN. Whether it’s a genuine core value or one forced upon a business to remain a vendor of choice, companies are quickly converting old processes into those more eco-friendly -- <a href="http://www.nmmarketingbiz.com/">marketing communications</a> among them. Before the birth of the Internet, reaching your target market relied on a compelling message combined with great graphic design that was broadcast through a myriad of printed formats. Today, print is often considered the stepchild of marketing communications with e-commerce now the pampered preference.<br /><br />No doubt, the Internet is second to none for letting companies and consumers share information instantaneously. Its electronic marketing barrage is witnessed daily via emails, e-newsletters, e-zines, e-brochures, and e-publicity. All the while, its proponents reminding readers to think twice before printing out a copy of anything received electronically- to save a tree. But do these preservationists really know what they're asking? GREEN.<br /><br />The Hottest Color in Print Trees are a renewable resource. The paper industry as a whole plants three times as many trees as they harvest, according to BizBlog - www.bizprintblog.com - the online voice of Bizprint, a Boise Cascade-owned printer and <a href="http://www.nmmarketingbiz.com/">marketing consultancy</a>. The firm says that vegetable inks are now in widespread use by commercial printers. These are often flax seed or soy based with very low VOC (volatile organic compounds) content.<br /><br />On the flip side, it’s been reported by NewPage Corporation, the largest coated paper manufacturer in North America, out of Miamisburg, Ohio, that 62 trillion spam emails are sent every year contributing greenhouse gases equivalent to two billion gallons of gasoline; that 70 percent of toxic waste in U.S. landfills comes from e-waste; or that burning one CD produces four times as much C02 as printing a single annual report. GreenPeace USA states that e-waste is now the fastest growing component of the municipal solid waste stream because people are upgrading their computers, printers, televisions, and audio equipment more frequently than ever before.<br /><br /><span style="font-weight: bold;">Metals & Minerals vs. Plants & Trees</span><br /><br />Building the machines to transmit our paperless and so called earth-friendly <a href="http://www.nmmarketingbiz.com/">marketing communications</a> has some not-so-friendly ramifications. Bizprint reports that after all the raw materials are collected to manufacture a computer -including zinc, iron and nickel - it takes as many chemicals and as much water and fossil fuels to make one desktop computer as it does to build a mid-size car. In contrast, paper's main component - wood from trees - is a readily renewable resource. In addition, 99 percent of the chemicals used in the pulping process are recovered and burned in the mills’ boilers to create steam energy, says Bizprint. Greener or soy-based inks are easier on the environment, as well, since they release less than one-fifth of the amount of VOCs emitted by petroleum-based inks.<br /><br />And considering less soy ink is needed for adequate print, this means petroleum-based inks emit 70 percent more VOCs than soy-based inks for the same amount of printing. The online magazine continues in saying that the second benefit of soy-basedinks is environmental. Unlike petroleum, soybeans are a renewable resource. Producing soy inks also requires only .5 percent of the total energy needed to produce petroleum-based inks, and soy inks are biodegradable. And since they spread further, soy inks leave fewer ink containers to dispose of in landfills.<br /><br /><span style="font-weight: bold;">Awareness & Action</span><br /><br />Better access to the facts about the environmental impact associated with our choices between print and electronic communications is essential. Both forms of communication play their respective parts in 21st century <a href="http://www.nmmarketingbiz.com/">business communications</a>. We must consider the values of each as well as evaluate their footprint on the environment. But, we need do this fairly and knowledgeably. In a world where decisions based on rhetoric rather than facts can have unintended consequences, writes Don Carli, Senior Research Fellow at The Institute for Sustainable Communications, we can't afford to be swayed by purely emotional appeals, simplistic slogans, half-truths or catchy tag lines.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-22423061270238414792011-03-11T07:18:00.000-08:002011-03-11T07:24:07.136-08:00The Whining Class in America<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5dziKytp0OHK0QX4_xgzhzhmfdZUGaq8dP5f42WXo2396ceMPXAIoztsldn0LX3ZpzCRZPz1w1OZ-hLvOGOsvH2dA6yTVUegvLh3BmPEhFMcnRETAvwitUFOQkdXBlWrq-TfzeHn8aSY/s1600/politics_theworks.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 180px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5dziKytp0OHK0QX4_xgzhzhmfdZUGaq8dP5f42WXo2396ceMPXAIoztsldn0LX3ZpzCRZPz1w1OZ-hLvOGOsvH2dA6yTVUegvLh3BmPEhFMcnRETAvwitUFOQkdXBlWrq-TfzeHn8aSY/s320/politics_theworks.jpg" alt="" id="BLOGGER_PHOTO_ID_5582842327213317602" border="0" /></a>In complaining that America has become a "country of whiners," retiring Chicago Mayor Richard M. Daley unloaded a speech that no candidate would dare give during a campaign. The speech raises a question: Why didn't this Daley show up much sooner?<br /><br />He said we whined about the Japanese taking us over in the 1970s and whined about the loss of manufacturing jobs to Mexico some 10 years later. Now, we're whining about China and India slicing off prime cuts of <a href="http://www.nmmarketingbiz.com/">our industrial and business economy</a>.<br /><br />In a recent speech at Wheaton College located, in Chicago's western suburbs, he went where no politician is supposed to go: criticizing us. The comments by the mayor, who is giving way to Rahm Emanuel after 22 years in office on May 16, came during a lecture before several hundred people at the liberal arts school. The visit was in support of Wheaton College's J. Dennis Hastert Center for Economics, Government and Public Policy. Hastert, a former U.S.<br />House speaker from Plano, is a college alumnus.<br /><br />Daley obviously said more in his 44-minute speech, touting, for example, school reform as the major accomplishment of his career. But no matter how brief his references were to whiners, he could have said as much about Chicago, Illinois and the Midwest.<br /><br />For example, Chicago students "enjoy" possibly the shortest school day and year in the nation, one of the things that long has rankled Daley. Yet, he said, when he asked the teachers union to add 15 minutes to their six-hour workday, the request was trounced. Can't work for nothing, you know. His retort in the speech: "Unions have to understand that you have a responsibility. It's not just a job."<br /><br />"The cost of government has to come down," he said. "It can't keep growing." of course, this same Daley ran his city into towering debt. Never mind that he is among big-city mayors who whine about trims in federal aid to cities.<br /><br />Maybe Daley is retiring because he became fed up with all the whining, knowing firsthand that he can't keep all the bellyachers happy. Like whiners at the Wisconsin Capitol in Madison, banging their drums, comparing Gov. Scott Walker to Nazi Germany.<br /><br />As annoying and counterproductive as their antics are, whining is constitutionally protected speech. The problem isn't the whining itself, but the reason for the whining: a national culture not just of "where's mine?" but of "I've got mine and to hell with the rest of you. So what if Illinois and Chicago are heading for bankruptcy; I'm not giving up a cent of what I was promised."Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-71640952688872661322011-01-24T12:47:00.001-08:002011-01-28T08:33:02.175-08:00Bringing Perspective to 2011 Manufacturing<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitkjondySmYavJYwPVyvc1myUPfwEj2lWU2BDwOsoJUQTXiGDAfMkeF1NmbunwSWNNfy8b0TTqb9XHaFGaI9ejqTVypHIQg6Vg6v4xq2iZy5rk_JFYlYPLebZwWtBSY7Mx2FA1uGhzhy0/s1600/made-usa.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 120px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitkjondySmYavJYwPVyvc1myUPfwEj2lWU2BDwOsoJUQTXiGDAfMkeF1NmbunwSWNNfy8b0TTqb9XHaFGaI9ejqTVypHIQg6Vg6v4xq2iZy5rk_JFYlYPLebZwWtBSY7Mx2FA1uGhzhy0/s320/made-usa.jpg" alt="" id="BLOGGER_PHOTO_ID_5565857134720205890" border="0" /></a>American <a href="http://www.nmmarketingbiz.com/industrial-marketing.html">manufacturing companies</a> will continue to face an uphill battle in 2011, although it looks like the slope is flattening out. The economy is expected to grow about 2.7 percent, and there are recent indications that seasonal consumer year end spending was up substantially.<br /><br />However, the modest increases in growth and demand are causing most businesses to be cautious when it comes to hiring. Long-term unemployment of nearly 10 percent weighs on the economy. In an early December 2010 interview on CBS' "60 Minutes," Federal Reserve Chairman Ben Bernanke said, "it could be four or five years before we are back to a more normal unemployment rate, somewhere in the vicinity of say 5 percent or 6 percent."<br /><br />"We've been through recessions before, but the length and depth of the current downturn is different this time," said <span style="font-weight: bold;">John D. Littler</span>, president & CEO, <span style="font-weight: bold;">Littler Diecast Corporation, Albany, Ind</span>. He acknowledged that unlike his grandparents' generation, it's tougher to wait for a recovering economy to right itself. "With today's global competition and global reach, hesitation could cost many manufacturing executives their businesses in 2011 as more aggressive companies take <a href="http://www.nmmarketingbiz.com/marketing-communications-strategy.htm">market share</a>."<br /><br />According to Littler, the global economy forces many U. S. manufacturers to confront problems unlike those faced by previous generations. These new realities include low-wage offshore suppliers, the rising cost of transportation, especially as oil prices remain in flux, and the availability of affordable raw materials as rapidly developing economies in the Asia-Pacific rim and Eastern Europe compete for supplies.<br /><br />Many of these factors are obviously beyond the control of individual companies. Therefore, <a href="http://www.nmmarketingbiz.com/industrial-marketing.html">manufacturing companies</a> should focus on the aspects of their business that they can affect. Improving on what have been shrinking margins is the number one concern for forward-looking industrials as they plot their strategies for 2011. With fewer resources available for re-investing in plant and equipment - and fewer marketing dollars available to leverage a smaller number of opportunities today's companies cannot afford to make many mistakes either in plant improvements or wasted <a href="http://www.nmmarketingbiz.com/">marketing and sales efforts</a>.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-2897459305427919062010-12-13T15:17:00.000-08:002010-12-13T17:56:34.001-08:00Preparing Your Business List, Checking it Twice: Looking Ahead to 2011<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhNsHPHpnmf5wcQlbxW-HbzR6ivXRRDOHcDYPqAUr4qu2asJZwNwKly1Al1dL9TvW41Axc2EYvASJqCiMg3hqkaDT6JqqzTVDMmX860lHGS4_w-rBtbGGIK7rxdkK_rmA3VoU6DyR-xbY/s1600/2011.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 93px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhNsHPHpnmf5wcQlbxW-HbzR6ivXRRDOHcDYPqAUr4qu2asJZwNwKly1Al1dL9TvW41Axc2EYvASJqCiMg3hqkaDT6JqqzTVDMmX860lHGS4_w-rBtbGGIK7rxdkK_rmA3VoU6DyR-xbY/s320/2011.jpg" alt="" id="BLOGGER_PHOTO_ID_5550310339074247474" border="0" /></a>Happy New Year -- 2011<br /><br />Here's a short checklist for what has to get done before year-end:<br /><br />-- Closely manage <a href="http://www.nmmarketingbiz.com/">marketing</a>/sales opportunities and close all pending deals<br />-- Correctly invoice completed work and progress billing<br />-- Collect ALL receivables<br />-- Keep an eye on revenue bookings; now is the time for gamesmanship<br />-- Tie rewards to results, not how hard people worked<br />-- Send clients thank you notes and call your top clients<br />-- Complete 2011 operating/marketing plans and budgets<br />-- Establish, quantify and assign 2011 <a href="http://www.nmmarketingbiz.com/corporate-communications.html">marketing objectives</a> to all leaders<br />-- Finalize and communicate the 2011 sales compensation plan<br />-- Verify vacation schedules, coverage and contact information<br />-- Thank your team for all their hard work and dedication<br />-- Don't forget to thank your team's significant others<br />-- Review winter weather and holiday celebration policies<br />-- Ensure everyone's ready to drive results starting Monday, January 3, 2011<br />-- Consult with <a href="http://www.nmmarketingbiz.com/">NM Marketing Communications</a>: 847.657.6011<br /><br />We all know how busy people get this time of year! It's your job to maintain focus and ensure the important things get done.<br /><br />Close out the year with the proper balance of intensity and good cheer!Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-25054122243868786582010-11-29T14:36:00.000-08:002010-12-08T07:42:07.961-08:00PR Push Could Have Prevented Recent TSA Uproar<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-zU23DvnlfbVsTgMrOXby3X923IhBBVnZnOy0FdRtG3AnvQ_EU6yiD-QekkC8CI4vYjsYbWl6Euf0nC18RRg2WdLQqhZEufXwPVwG-kswdS-4Hlk_GyTaMCbTvFKFZNCAOJscpEKahK8/s1600/tsa-logo.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 119px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-zU23DvnlfbVsTgMrOXby3X923IhBBVnZnOy0FdRtG3AnvQ_EU6yiD-QekkC8CI4vYjsYbWl6Euf0nC18RRg2WdLQqhZEufXwPVwG-kswdS-4Hlk_GyTaMCbTvFKFZNCAOJscpEKahK8/s320/tsa-logo.jpg" alt="" id="BLOGGER_PHOTO_ID_5545105035283656178" border="0" /></a>Here's a bit of encouraging news from the Transportation Security Administration: body cavity searches are not yet in the cards.<br /><br />As the nation gripes about aggressive airport pat-downs and embarrassing full body scans, TSA Administrator John Pistole told reporters last week at a Christian Science Monitor breakfast meeting there are no plans for body cavity searches. A sigh of relief rose from the audience.<br /><br />The media though are delighting over reports of kids and nuns being groped by screeners. Slow news week, indeed?<br /><br />The TSA did a lousy <a href="http://www.nmmarketingbiz.com/pubrel.html">PR job</a> in informing airline passengers about impending aggressive security measures, which are a response to last year's attempted Christmas Day bombing of a plane over Detroit. The Administration should have kicked off a national educational campaign to warn travelers of the prospect of pat-downs well before the full body scanners went into use.<br /><br />Bankrolled by federal stimulus money, the scanners are now in place at 68 airports up from 19 last January. Many more are coming.<br /><br />Pistole is all over the media map these days, explaining the need for security. While he admitted that pat-downs and scans are very uncomfortable and invasive, he calls them necessary security measures.<br /><br />On CNN's "State of the Union," Pistole said: "If we are to detect terrorists, who have again proven innovative and creative in their design and implementation of bombs that are going to blow up airplanes and kill people, then we have to do something that prevents that."<br /><br />The administrator also says a tiny handful of the traveling public get the pat-down treatment. That's not what we see on TV.<br /><br />As for the scanners that produce a naked image, Pistole should have made the <a href="http://www.nmmarketingbiz.com/pubrel.html">PR pitch</a> that screeners reviewing the image sit at another location. They see neither the face of the person being screened nor are told of his/her identity.<br /><br />Pistole's media tour is welcome, but it should have happened months ago to avoid the perfect storm of holiday travel and widespread screening.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-24968321416511826072010-11-08T12:37:00.000-08:002010-12-13T17:58:43.098-08:00Even Non-Profits Require Effective Media & Marketing Promotions!<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgC2UMVPlaH4s8OZ6j18uctmTtmqT8GHuhQt9KPjgakQZLGdFKZjhhgGLDNu352Xd_ijMcQ3iPU1dL-gGyFnCQZDVENTPUbkRpw2RX0qbKufMboIOTqQoLnC3KrqNUJkaXxYjFWOjRun_E/s1600/non-profit-marketing-120.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 120px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgC2UMVPlaH4s8OZ6j18uctmTtmqT8GHuhQt9KPjgakQZLGdFKZjhhgGLDNu352Xd_ijMcQ3iPU1dL-gGyFnCQZDVENTPUbkRpw2RX0qbKufMboIOTqQoLnC3KrqNUJkaXxYjFWOjRun_E/s320/non-profit-marketing-120.jpg" alt="" id="BLOGGER_PHOTO_ID_5537281429256762658" border="0" /></a>If you’re operating a not-for-profit organization without any <a href="http://www.nmmarketingbiz.com/industrial-marketing.html">planned marketing</a> or media promotions, it’s only a matter of time before you’ll be packing up and closing your doors. At the beginning of any new enterprise, the temporary fanfare gives the illusion of a long and successful future. But, as soon as the novelty wears off and no additional attempts are made to keep prospects focused on your organization, it’s quite easy for potential customers to lose interest. That’s why it is critical for <a href="http://www.nmmarketingbiz.com/industrial-marketing.html">not-for-profits of every industry</a> to devote time and effort toward developing a sustainable marketing and media program. <p class="MsoNormal" style="line-height: 150%;"> <b style="">Basic Not-for-Profit Marketing & Media Initiatives</b></p> <p class="MsoNormal" style="line-height: 150%;">1.<span style=""> </span><b style=""><i style="">Advertising.</i></b><span style=""> </span>Opportunities for advertising today are most diverse. You always have the time-tested print ad that can promote your member services not only in your own trade publication, but also in newspapers and other relevant periodicals. To immediately reach even more markets, <a href="http://www.nmmarketingbiz.com/industrial-web-marketing-specialist.htm">online advertising</a> is another strong choice. Banner ads and links on affiliate sites are two additional options.</p> <p class="MsoNormal" style="line-height: 150%;">2.<span style=""> </span><b style=""><i style="">Press Releases.</i></b><span style=""> </span>Keeping your not-for-profit top of mind is best achieved through the consistent flow of information covering your latest newsworthy events. Promote your organization’s or association’s latest developments or achievements through a continual stream of <a href="http://www.nmmarketingbiz.com/press-release-press-releases.htm">press releases</a>. Had a recent new hire? Offering a new service? Hosting an upcoming event? Anything and everything should be issued in press release form to the appropriate local or national news agencies in an attempt to catch an editor’s attention who will contact you for a full right-up in their publication.</p> <p class="MsoNormal" style="line-height: 150%;">3.<span style=""> </span><b style=""><i style="">Direct Mail.</i></b><span style=""> </span>A long-used medium for maintaining a consistent awareness program for any not-for-profit organization is <a href="http://www.nmmarketingbiz.com/direct-mail-strategy-strategies.htm">direct mail</a>. The primary direct mail vehicles include post cards, brochures, newsletters, catalogs, letters, and self-mailers. Used together over the course of a predetermined timeframe these can create and maintain a successful awareness advantage over competing for profit organizations.</p> <p class="MsoNormal" style="line-height: 150%;">4.<span style=""> </span><b style=""><i style="">Op-Ed Pieces.</i></b><span style=""> </span>For greater exposure and name recognition for your association, consider developing and submitting an op-ed column to the appropriate local business newspaper, industry newspaper or magazine. As an expert in your field, editors will be more likely to value your opinion as one coming from an authoritative source and thereby be more inclined to feature your viewpoint.</p> <p class="MsoNormal" style="line-height: 150%;">5.<span style=""> </span><b style=""><i style="">White Papers.</i></b><span style=""> </span>Another method of creating awareness for your not-for-profit organization is to write and <a href="http://www.nmmarketingbiz.com/pubrel.html">publish white papers</a>. A white paper will present your solution to a problem that potentially faces many of your current or prospective members. Providing such information will establish you as the go-to source for further problem solving. Select from current topics within your industry that would generate most interest. White papers can easily be posted online where your audience can quickly download and retain your information. Naturally, you want to feature your organization’s name and benefits as they relate to your white paper’s subject matter.</p> <p class="MsoNormal" style="line-height: 150%;"> <b style="">Outsourcing can increase your ROI</b></p> <p class="MsoNormal" style="line-height: 150%;">If developing an effective full-scale marketing and media program for your not-for-profit organization is continually postponed due to a lack of personnel or time, considering the services of an outside <a href="http://www.nmmarketingbiz.com/">marketing communications agency</a> could be your best return on investment. Contracting with a professional source gives you the opportunity to stay focused on your business goals. While you manage your daily responsibilities, your marketing program can be developing simultaneously by a team of marketing communications professionals. </p> <p class="MsoNormal" style="line-height: 150%;">This approach is certain to save you time and cost while it completely reduces any stress connected with having to develop marketing programs in-house. Whatever your decision – in-house or outside <a href="http://www.nmmarketingbiz.com/">marketing firm</a> – the importance of maintaining an ongoing program of media promotions should be on the front burner of all not-for-profit organizations. If you want the publicity and notoriety that ran delirious with your opening fanfare to endure for years to come, it’s only possible with an effective, ongoing marketing and media program.</p><p class="MsoNormal" style="line-height: 150%;"><br /></p>Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-48933625454148134232010-10-21T08:18:00.000-07:002010-12-08T07:44:17.593-08:00BRANDING -- It's All About the Emotional Business Connection<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6fP5SsJekLyABEpQGSIFjE4Pq1z9-JxK42ljfwry-BiWBUj66y0ayijYef46YzTe5SClkLNd5nDpHP4aIoF2TGiihXRtLkpzgqN672pumOOth3FYypRFz_DSVOvIhbm6d3H2BErTEKtU/s1600/brand.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 90px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6fP5SsJekLyABEpQGSIFjE4Pq1z9-JxK42ljfwry-BiWBUj66y0ayijYef46YzTe5SClkLNd5nDpHP4aIoF2TGiihXRtLkpzgqN672pumOOth3FYypRFz_DSVOvIhbm6d3H2BErTEKtU/s320/brand.jpg" alt="Branding" id="BLOGGER_PHOTO_ID_5530519396933630418" border="0" /></a>Entrepreneurs don't always take the time to find out what their customers truly want, which is to simply feel good about the product or service they're purchasing. It's one thing to provide a product that's in demand or a service that gets the job done. But it's an entirely different proposition to make someone feel good about committing to make a purchase.<br /><br /><span style="font-weight: bold;">How Emotional Branding Works</span><br /><br />Emotional branding is the <a href="http://www.nmmarketingbiz.com/pubrel.html">public relations</a> art of making your customer feel good about doing business with you. If your business is an online store, for example, do you take the extra time to send a "thank you" email to your customers? Do you make your website easy for your customers to navigate? Is your website easy to follow -- from first hit to "check out?" Take the extra time to do the little things for your customers, and they'll be more likely to feel good about what you're selling to them.<br /><br />Emotional <a href="http://www.nmmarketingbiz.com/chicago-branding-agency.html">branding</a> has been around since the beginning of sales. It's about establishing an intimate relationship with your customers where you understand what your customers want and your customers understand you.<br /><br /><span style="font-weight: bold;">Three Questions To Ask Yourself About Branding</span><br /><br />To best understand your customers and to best create an intimate emotional connection with them, you should ask yourself three questions about your business.<br /><br /><span style="font-style: italic;">First</span>, what's important to the people whom you want to attract to your business?<br /><br /><span style="font-style: italic;">Second</span>, what are the main concerns of the people you want your business to attract? If you sell car tires, your customers are concerned about their quality, how long they'll last, and that you'll install them properly. If you can reassure your customers that you can do these things, you will create an emotional <a href="http://www.nmmarketingbiz.com/chicago-branding-agency.html">branding</a> connection with them and are more likely to make the sale.<br /><br /><span style="font-style: italic;">Lastly</span>, what do you do to address the concerns of the people you want your business to attract? Do you make sure you only buy tires from reputable suppliers? Do you only offer new tires? Do you only hire certified mechanics to install the tires on customers' cars? These are all things that you can do to calm customers' fears and create an emotional branding connection with them.<br /><br /><span style="font-weight: bold;">Keep Change In Mind</span><br /><br />Customer needs change over time. To maintain an emotional connection with your customers, you must change with your customers' needs. Find out what is important to them, and offer those products and services. Prove you're a company that meets your customers' needs and you will connect intimately with them. Customers will keep your <a href="http://www.nmmarketingbiz.com/chicago-branding-agency.html">brand</a> in mind and feel confident about buying from you. They'll be there for you as long as you're there for them.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-75776785133586606762010-10-04T11:28:00.000-07:002010-10-04T11:40:08.213-07:00Stir Clear of GREEN-washed Messaging<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRrVovuUOw90AZVmdjth_QV0TfO1Bua1PG1ZHQfD1M3kPUO9gOJlT0OT2cmoFFl8N3fz2PMpyW8SF9Ca4JvkIpgv09Fg3gmcC4JrdMdAt3RIKdo7NIMrEDFTQqu5jU8dm6083c-gNTEio/s1600/logo_green.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 120px; height: 120px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRrVovuUOw90AZVmdjth_QV0TfO1Bua1PG1ZHQfD1M3kPUO9gOJlT0OT2cmoFFl8N3fz2PMpyW8SF9Ca4JvkIpgv09Fg3gmcC4JrdMdAt3RIKdo7NIMrEDFTQqu5jU8dm6083c-gNTEio/s320/logo_green.jpg" alt="" id="BLOGGER_PHOTO_ID_5524262478372389042" border="0" /></a>Before you jump on the GREEN bandwagon, do your homework to make sure your GREEN messaging is true and accurate. If you don’t, you could easily be accused of “GreenWashing” by stretching the truth. You need to conduct detailed environmental and social-impact assessments on each GREEN-related promotion you roll out. Anything less could lead to eco-friendly claims that ring hollow falling far short of the results you were anticipating.<br /><br />Make it a practice to tout third party GREEN product certifications when possible for more credibility. Avoid quoting potentially biased sources that could lead to blatant green-washed claims. Applying similar protocols can help <a href="http://www.nmmarketingbiz.com/">ensure the integrity of your company’s GREEN messages</a>.<br /><br />For example, Give Something Back Business Products out of San Francisco - <a href="http://www.givesomethingback.com/" target="_blank">www.givesomethingback.com</a> - makes sure its <a href="http://www.nmmarketingbiz.com/">GREEN marketing</a> messages adhere to a 4-point checklist. GSB’s director of sustainability, Stephanie Schlecht, says that each green promotion must<br /><br />• Be as specific as possible. All claims must be made in the context of the company’s wider sustainability program.<br /><br />• Be as transparent as possible. The company openly promotes its green goals and shares stories about how it does or doesn’t achieve those goals.<br /><br />• Be as relevant as possible. Any claims must accurately relate to a product’s connection to specific environmental issues throughout the product’s entire life cycle.<br /><br />• Be a resource. The company considers outreach and education an integral part of its value proposition, so sustainability messages must reflect that standard.<br /><br />Following such guidelines will keep your company’s GREEN messaging up front and credible and far from any potentially unprofitable GreenWashed promotions.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0tag:blogger.com,1999:blog-2499212322456926367.post-28705525520484769042010-09-15T00:30:00.000-07:002010-09-15T00:30:01.158-07:00Websites Create Sea Change in Business Strategy<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGDWEmQNh5jqoI5UerPC3dF4vt8tt0qTgPtfXQ4sr13gWwkHlb8z_Z0k-WGQ2mvROjd-GUDrj1wkDbxAXpMQzNSzq32mRYf4g_nHvToytHZ5WeIwDLYeu2fYqqKw5f2Tj6dq8rsWtGsJg/s1600/web.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 180px; height: 108px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGDWEmQNh5jqoI5UerPC3dF4vt8tt0qTgPtfXQ4sr13gWwkHlb8z_Z0k-WGQ2mvROjd-GUDrj1wkDbxAXpMQzNSzq32mRYf4g_nHvToytHZ5WeIwDLYeu2fYqqKw5f2Tj6dq8rsWtGsJg/s320/web.jpg" alt="" id="BLOGGER_PHOTO_ID_5512037978443856546" border="0" /></a>There’s no question that if you are running a business today, no matter how small or large it is, you need to have an online presence. This is true whether you are selling consumer products that can be purchased directly online, or are in the <a href="http://www.nmmarketingbiz.com">business-to-business arena</a> utilizing a sales force or distributors.<br /><br />While there are many reasons to <a href="http://www.nmmarketingbiz.com/web_development.html">have a website</a> in today’s digital environment, there are two basic reasons. First, it adds credibility to your business. It wasn’t too long ago that the Internet was considered a transient form of communication. The prevailing attitude among many businesses and their customers was that you needed <a href="http://www.nmmarketingbiz.com/brochure-design.htm">print brochures</a>, catalogs and other physical materials to show you were a real company. Now, people question the existence of your business if they can’t find you on the web. Also, your website can be a non-stop promotional tool. <a href="http://www.nmmarketingbiz.com/web_development.html">Websites</a> are visible 24/7, and they don’t ask for vacation or take a sick day.<br /><br />Beyond these very elementary reasons for having a website, B2B companies have another compelling motivation to make sure they have a strong web presence. The Internet has brought about a sea change in buyer/seller relationships. The availability of information and greater pricing transparency has shifted power to the buyer. At the same time, the Internet has created new methods for marketers to have one-to-one dialogue with customers rather than relying on mass <a href="http://www.nmmarketingbiz.com/web-site-marketing.htm">marketing methods</a>. These changes have transformed the way B2B companies target customers and communicate with them, as well as often altering the role and approach of your sales force.<br /><br />There’s a report on our website that you can link to here that discusses this new paradigm for sales and marketing relationships. This shift is one of the many reasons to give careful thought to how you <a href="http://www.nmmarketingbiz.com/web_development.html">create, design and maintain your website</a>. I’ll discuss some of the reasons, along with examples of the <a href="http://www.nmmarketingbiz.com/web-site-marketing.htm">website success</a> achieved by some of our B2B clients, in a future blog.Norwin Merenshttp://www.blogger.com/profile/13434817485029654899noreply@blogger.com0