Chicago Branding & B2B Marketing - NMMarketing

Is Funville the Right Place for Disaster Info?

2012-01-23T09:32:00.000-08:00

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.

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.

While it’s hard to anticipate a ship’s captain going rogue, it seems that an appropriate crisis communications plan should be in place, regardless of the cause of the crisis.
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.

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.

If you search, you can finally find the information on the blog page, called Funville. I’m sure the irony is apparent to many website users.

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.

A more appropriate crisis communications response 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.

That would be a better plan, because I think we’d all agree this doesn’t look like Funville.

Penn State Teaches Painful PR Lessons

2011-12-19T16:26:00.000-08:00

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.

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.

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.

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.

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.

One of the cardinal rules of crisis communications 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.

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.

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.

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.

Raising Expectations For Cubs and B2B Marketers

2011-10-25T14:45:00.001-07:00

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 business-to-business marketers.
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.
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, B2B marketing leaders have larger budgets in 2011. However, with these increases in spending comes more scrutiny and greater expectations for results.

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.
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.

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.

Staying Adaptable Critical for Marketing Success

2011-09-13T07:30:00.000-07:00

What will B2B marketing communications 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.

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.

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.

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.

But as mobile usage grows, marketing communications 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.

Adapting your messages to new media is critical, but you still need to rely on proven communications principles. For most B2B marketing, 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.

Turning the Tables on Global Competition

2011-08-12T15:13:00.000-07:00

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.

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.

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.
"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."
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."

Yang’s experience is a good lesson to anyone trying to build a successful brand. 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.

Turning to Technology for Marketing Success

2011-06-22T08:06:00.000-07:00

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.

“The Technology Imperative," shows how effectively using technology and online marketing 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.

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.

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.”

If you’d like help harnessing the power of the eCommerce and online marketing, give me a call. NM Marketing Communications is offering a FREE web analysis and evaluation.

Our free online analysis includes:

Paid Campaigns -- Provide you with an independent evaluation of your ThomasNet, GlobalSpec, and other marketing programs.

Keyword/SEO Ranking Report -- Determine how well your company website ranks on major search engines and provide you with a search engine optimization (SEO) report.

Overall Web Traffic/Conversion Analysis -- 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.

To learn more, call me at 847.657.6011 or email: info@nmmarketingbiz.com

How Earth Friendly Is E-Green?

2011-04-26T12:10:00.000-07:00

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 -- marketing communications 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.

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.

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 marketing consultancy. 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.

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.

Metals & Minerals vs. Plants & Trees

Building the machines to transmit our paperless and so called earth-friendly marketing communications 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.

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.

Awareness & Action

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 business communications. 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.

The Whining Class in America

2011-03-11T07:18:00.000-08:00

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?

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 our industrial and business economy.

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.
House speaker from Plano, is a college alumnus.

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.

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."

"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.

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.

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."

Bringing Perspective to 2011 Manufacturing

2011-01-24T12:47:00.001-08:00

American manufacturing companies 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.

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."

"We've been through recessions before, but the length and depth of the current downturn is different this time," said John D. Littler, president & CEO, Littler Diecast Corporation, Albany, Ind. 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 market share."

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.

Many of these factors are obviously beyond the control of individual companies. Therefore, manufacturing companies 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 marketing and sales efforts.

Preparing Your Business List, Checking it Twice: Looking Ahead to 2011

2010-12-13T15:17:00.000-08:00

Happy New Year -- 2011

Here's a short checklist for what has to get done before year-end:

-- Closely manage marketing/sales opportunities and close all pending deals
-- Correctly invoice completed work and progress billing
-- Collect ALL receivables
-- Keep an eye on revenue bookings; now is the time for gamesmanship
-- Tie rewards to results, not how hard people worked
-- Send clients thank you notes and call your top clients
-- Complete 2011 operating/marketing plans and budgets
-- Establish, quantify and assign 2011 marketing objectives to all leaders
-- Finalize and communicate the 2011 sales compensation plan
-- Verify vacation schedules, coverage and contact information
-- Thank your team for all their hard work and dedication
-- Don't forget to thank your team's significant others
-- Review winter weather and holiday celebration policies
-- Ensure everyone's ready to drive results starting Monday, January 3, 2011
-- Consult with NM Marketing Communications: 847.657.6011

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.

Close out the year with the proper balance of intensity and good cheer!

PR Push Could Have Prevented Recent TSA Uproar

2010-11-29T14:36:00.000-08:00

Here's a bit of encouraging news from the Transportation Security Administration: body cavity searches are not yet in the cards.

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.

The media though are delighting over reports of kids and nuns being groped by screeners. Slow news week, indeed?

The TSA did a lousy PR job 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.

Bankrolled by federal stimulus money, the scanners are now in place at 68 airports up from 19 last January. Many more are coming.

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.

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."

The administrator also says a tiny handful of the traveling public get the pat-down treatment. That's not what we see on TV.

As for the scanners that produce a naked image, Pistole should have made the PR pitch 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.

Pistole's media tour is welcome, but it should have happened months ago to avoid the perfect storm of holiday travel and widespread screening.

Even Non-Profits Require Effective Media & Marketing Promotions!

2010-11-08T12:37:00.000-08:00

If you’re operating a not-for-profit organization without any planned marketing 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 not-for-profits of every industry to devote time and effort toward developing a sustainable marketing and media program.

Basic Not-for-Profit Marketing & Media Initiatives

1. Advertising. 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, online advertising is another strong choice. Banner ads and links on affiliate sites are two additional options.

2. Press Releases. 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 press releases. 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.

3. Direct Mail. A long-used medium for maintaining a consistent awareness program for any not-for-profit organization is direct mail. 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.

4. Op-Ed Pieces. 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.

5. White Papers. Another method of creating awareness for your not-for-profit organization is to write and publish white papers. 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.

Outsourcing can increase your ROI

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 marketing communications agency 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.

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 marketing firm – 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.

BRANDING -- It's All About the Emotional Business Connection

2010-10-21T08:18:00.000-07:00

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.

How Emotional Branding Works

Emotional branding is the public relations 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.

Emotional branding 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.

Three Questions To Ask Yourself About Branding

To best understand your customers and to best create an intimate emotional connection with them, you should ask yourself three questions about your business.

First, what's important to the people whom you want to attract to your business?

Second, 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 branding connection with them and are more likely to make the sale.

Lastly, 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.

Keep Change In Mind

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 brand in mind and feel confident about buying from you. They'll be there for you as long as you're there for them.

Stir Clear of GREEN-washed Messaging

2010-10-04T11:28:00.000-07:00

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.

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 ensure the integrity of your company’s GREEN messages.

For example, Give Something Back Business Products out of San Francisco - www.givesomethingback.com - makes sure its GREEN marketing messages adhere to a 4-point checklist. GSB’s director of sustainability, Stephanie Schlecht, says that each green promotion must

• Be as specific as possible. All claims must be made in the context of the company’s wider sustainability program.

• 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.

• 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.

• Be a resource. The company considers outreach and education an integral part of its value proposition, so sustainability messages must reflect that standard.

Following such guidelines will keep your company’s GREEN messaging up front and credible and far from any potentially unprofitable GreenWashed promotions.

Websites Create Sea Change in Business Strategy

2010-09-15T00:30:00.000-07:00

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 business-to-business arena utilizing a sales force or distributors.

While there are many reasons to have a website 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 print brochures, 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. Websites are visible 24/7, and they don’t ask for vacation or take a sick day.

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 marketing methods. 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.

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 create, design and maintain your website. I’ll discuss some of the reasons, along with examples of the website success achieved by some of our B2B clients, in a future blog.

Turning Skinflints Into Buyers

2010-08-29T07:12:00.000-07:00

At the risk of overstating the obvious, we’re in a tough sales environment these days. It seems like a lot of people are following the philosophy of former Chicago Bears football coach George Halas, who supposedly threw nickels around like they were manhole covers.

In the old days, this sort of person was called a skinflint. You probably know the type. They turn out the lights to save on electricity, often before everyone has left the room, or they try to squeeze every last mile out of a gallon of gas. They see saving money as a game.

Even people who aren’t skinflints by nature are more carefully guarding their dollars in today’s economy. So what motivates these people to buy, whether it’s something for their personal use or from the corporate budget? Usually they’ll splurge for something they really want. That might be a new suit or a cruise for their own use, or something that solves a business problem in their corporate lives.

Making a skinflint buy something requires a better understanding of their reasons for buying … not your reasons for wanting to sell them something. That means uncovering what the prospect is trying to overcome, improve or eliminate by buying from you. However, if you focus too soon on features and benefits it sets up a dynamic that makes it easy for the prospect to compare you with their current vendor or other competitors. And then they may decide that everyone’s product is about the same, so price becomes the deciding factor.

You can break this cycle by understanding the prospect’s problems and the negative effects that are already costing them time, energy and money by not using your product or service. Then you can turn skinflints into buyers.

Sports Marketing: Effective Business Branding

2010-08-10T07:23:00.000-07:00

One of the most effective branding tools available today is a good sports marketing strategy. Sports marketing is the art of transferring the passion fans have for a sport to your brand name. It's not always easy, but it can work for you if you follow some general rules.

Affiliate Your Company With A Sport Or Team

An effective branding campaign means more than printing t-shirts for your employees to wear at sporting events. And it's not just about buying advertising space on billboards at your local ballpark. An effective campaign is one that truly causes fans to feel passion toward your product or service. Your marketing goal is to trigger something inside consumers to make them feel like they have no choice but to do business with you, because they actually feel passion toward your business.

The best branding efforts are ones that closely link your brand name with a particular sports team or a sport in general. Why? True sports fans passionately love their teams and will do anything to show it. They believe they are part of the team and that they can actually will their team to win.

You want your brand to be mentioned right along side the team every chance you get to grab some of this passion and fan ownership.

Sports Marketing Techniques

Depending on your marketing budget, you can buy your way into having your product or service mentioned along side your local sports teams. Sponsorship costs often depend on the team's popularity. For example, the Chicago Cubs cost more to sponsor than its minor league affiliate in Peoria, Illinois.

The larger the fan base and the more passion the fans have, the more effective a marketing campaign can be. One effective branding strategy is to find the team or sport with the fan base you want to target for potential customers and to invest your company's dollars into advertising with that organization. The goal is to have your company name or brand seen right alongside their name every chance you get-on TV commercials, radio ads, billboards, t-shirts, ball caps and event programs. You want the fans to closely affiliate their passion for their team with their passion for your company. Take note of the Adidas brand name prominently displayed on the uniforms worn by the lady track stars pictured at the 2010 Drake Relays in Des Moines, Iowa.

Post-Game Marketing Opportunities

Another effective branding technique is to convince the fans to shop with your company immediately following a game. Some companies place advertisements on the backside of ticket stubs. For example, if the local team wins or scores a certain number of points, the advertisement encourages fans to come to their store and get something for free or at a sizable discount. However, if you are considering this tactic, just make sure your company can handle an increase of business in the couple hours following a game.

With planning, advertising dollars, and follow-through, sports marketing can be a very effective tool. If you carefully consider the target audience and choose promotions that complement your firm's products and services, you can use sports marketing to capture an untapped, loyal customer base.

Business Evolution or Extinction?

2010-07-21T07:26:00.000-07:00

The website 24/7 Wall St., a financial news and opinion operation, recently ran their annual list of brands that will disappear in 2011. The list included Readers Digest, Dollar Thrifty, Blockbuster, BP plc and RadioShack.

While I can’t vouch for the accuracy of their predictions, the article served as a good reminder that businesses are constantly evolving. No doubt some of these names will disappear through mergers, bankruptcy or simply because the market has found new and better ways to provide what they offer. For example, Readers Digest was the original aggregator of stories and articles from different sources, a function now performed by a multitude of websites, RSS feeds and the like. On the other hand, the BP brand may disappear through bankruptcy, but that will more likely be a financial maneuver to protect assets in the wake of the Gulf oil spill rather than a discontinuation of the company’s main business.

Interestingly, the article also named some of the brands from previous lists that 24/7 Wall St. expected to disappear, but that are still around. One of these is Motorola, a proud and long-standing brand headquartered in the Chicago area. While Motorola has had its share of missteps in recent years, particularly in the fickle consumer mobile phone business, it seems positioned to survive by splitting the company into two parts: a consumer business focused on mobile phones and accessories, and a B2B segment concentrating on a variety of communications solutions, such as police and fire radio networks.

What’s especially notable about Motorola’s current re-invention of its business is that this isn’t the first time it’s gone through this sort of seismic shift. The company, started in 1928 by brothers Paul and Joseph Galvin as the Galvin Manufacturing Corporation, originally manufactured battery eliminators. These electronic devices enabled battery-powered home radios to operate on household electric current. But the 1929 stock market crash devastated the U.S. economy and the battery eliminator was becoming obsolete.

Needing a new product for their small business to survive, the Galvins partnered with a radio parts company located in the same factory and began experimenting with a radio that could be installed in automobiles. Overcoming a variety of technical hurdles, the team completed a working model just days before the Radio Manufacturers Association Convention in June 1930.

Even though Galvin wasn’t registered for the show, didn’t have a display booth or any appointments with prospective customers, he drove his Studebaker from Chicago to Atlantic City to demonstrate the new radio. In what may be one of the first examples of guerilla marketing, Galvin parked his car at the entrance to the Atlantic City pier and boosted the radio's volume with loudspeakers to attract attention. He encouraged show attendees to take a look, and when visitor traffic was slow, he went inside the hall to convince people to come outside for a demonstration. Galvin returned to Chicago with enough orders to ensure that the company would not only survive, but eventually change its name to Motorola and become one of the largest companies in America.

The lesson in all this is that companies with a good idea and a willingness to adapt can avoid extinction. But it takes perseverance and a dose of smart marketing.

Think Before You Speak

2010-06-28T15:39:00.000-07:00

PR gaffes have been front page news these days … or first screen news if you’re part of the digital generation. BP CEO Tony Hayward is becoming a case study in what not to say and do during a crisis, and Gen. Stanley A. McChrystal has been relieved of his command following a profile in Rolling Stone that painted an unflattering portrait of some members of the Obama administration.

Hayward’s missteps started right after the Gulf oil rig explosion, when he tried to deflect blame by saying, "The drilling rig was a Transocean drilling rig. It was their rig and their equipment that failed, run by their people and their processes." His problems escalated from there, when he explained that the impact would be minimized because, "The Gulf of Mexico is a very big ocean.” I could go, but you get the picture.

As for McChrystal, you could parse the profile and conclude that he didn’t say anything that was too damaging. But any number of unnamed “aides” and anonymous sources made critical comments about government leaders and diplomats. His biggest mistake was probably agreeing to do the profile in the first place, especially with an edgy, counter-culture publication. Granted, Rolling Stone’s approach has matured over the last 40 years, but he still couldn’t (or shouldn’t) have thought they were going to write a “puff piece.”

While most of us will never face problems like stopping an oil leak of unprecedented proportions or running a war in a distant land, these recent PR blunders offer lessons to businesses of any size. We live in an environment where the 24-hour news cycle of printed media has been replaced by the 60-second news cycle of constant website updates, blogs, tweets and YouTube videos.

That means you must have a plan for the media and PR impact of everything from a full-blown crisis to negative reaction to something that you’ve done with the best of intentions. Everyone seems to be demanding transparency but it has become a two-edged sword. Two examples from BP highlight the dilemma.

Accused of hiding the damage from the oil leak, BP decided to provide a live video feed from the seabed to show the efforts they were taking to quell the oil flow. Some critics then turned around and used the video as a constant reminder that the oil was still spouting. And when the company began to aggressively advertise the steps they were taking to solve the problem, President Obama criticized them for spending the money on communications rather than the cleanup. It calls to mind the old saying, “You’re damned if you do, and damned if you don’t.”

There’s no perfect solution in some of these situations, but if you’d like some advice on your communications options, give me a call. PR is not just about blasting your story to the world. Sometimes, knowing what not to say is equally important.

Changing into a Winner

2010-06-10T10:10:00.000-07:00

With the Chicago Blackhawks winning the 2010 Stanley Cup, it’s intriguing to think about where they were just a few short years ago. I think one of the toughest jobs in marketing is convincing fans it's worth their entertainment dollar to come out to the stadium and cheer for a bad team. And the 2007 Blackhawks were a pretty bad team. They finished in 13th place in the Western Conference of the National Hockey League and were having trouble giving away tickets to games.

So what changed to make them so successful on the ice and in the stands? There was a fortunate convergence of a new management philosophy, better sports marketing and an improved product … along with a little luck. Rocky Wirtz took over as chairman and brought in John McDonough, who successfully sold hope to Chicago Cubs fans for more than 20 years, to help run the club. They put the team back on local TV, rebuilt bridges with past stars and courted fans with a summer convention.

The product on the ice also began to improve in 2007 when the Blackhawks won the draft lottery to get the first pick ahead of the Philadelphia Flyers, who had a worse record. That pick was used on Patrick Kane, who turned into a star player, and the rapidly improving team became more attractive to numerous free agents.

There are similar parallels in the business world. Hyundai is a good example in the automotive segment. They entered the USA market in 1986 with an undistinguished compact and stayed under the radar for many years. They made some steady progress, but the company’s cars really took off in 2009, one of the worst year’s for U.S auto sales, with an innovative marketing program.

The Hyundai Assurance Program, developed by then-marketing chief Joel Ewanick, offered a return guarantee for customers who lost their jobs. Hyundai improved its market share and has continued it momentum today. Meanwhile, Ewanick parlayed his marketing success into a job at GM, where he’ll see if he can work the same marketing magic on that struggling automaker.

The lesson from all of this is that whether you’re in the sports arena or business, bold steps can turn a loser into a winner. For more insights on the marketing innovation side of that equation, give me a call at 847.657.6011.

The Search for Results

2010-05-26T16:24:00.000-07:00

Marketers are always searching for results. And in today’s Internet dominated environment, that search is both literal and figurative as search engine tactics play an increasingly important role in marketing plans.

This was driven home as I recently read a report from The Search Engine Marketing Professional Organization (SEMPO). The group’s sixth annual State of Search Engine Marketing Report estimates that the North American search engine marketing industry will grow 14% from $14.6 billion in 2009 to $16.6 billion by the end of 2010.

Yet despite the increase in spending, the 1,500 client-side marketers and agency respondents noted that measuring the return on investment (ROI) from search engine marketing is still their biggest challenge. Of the three key search tactics covered in the survey - search engine optimization (SEO), paid search and social media marketing – social media is clearly the toughest to measure. Measuring the impact of social media was identified by 63% of the respondents as their toughest task.

So what does all of this mean for marketers? Like most other marketing issues, you need to establish your business objectives for search engine marketing and allocate resources according to your priorities. For instance, SEO is becoming more refined and the right tweaks to your website can produce big results. We recently enhanced the content for one of our client’s sites and it shot up near the top of the search engine rankings in its category.

If you’re conducting a paid search program using Google AdWords or similar tactics, take a careful look at the cost of keywords. The survey indicated that Google keywords have become more expensive over the last year, while fewer respondents noted an increase in Yahoo and Bing keyword costs.

Finally, don’t jump into social media just because everybody else is doing it. B2B applications for social media are increasing, as I noted in a previous blog, but you need to define your objectives and expectations before you start.

SEMPO’s State of Search Engine Marketing Report 2010 can be purchased at http://econsultancy.com/reports/state-of-search. However, if you’d like a free initial consultation on how NM Marketing Communications can help you improve your search engine marketing, give me a call at 847.657.6011.

What’s an Idea Worth?

2010-05-05T18:19:00.000-07:00

The old saying, “Beauty is in the eye of the beholder,” is equally applicable to communications programs by substituting the word “value” for “beauty.” While there are many metrics to measure the ultimate results of an advertising, marketing or public relations campaign, there is often a gray area at the start of any client agency/relationship when discussing appropriate compensation for the creation of the program.

Often, this occurs because it’s hard to figure out what an idea is worth. A marketing campaign deals with abstract concepts, nuanced claims and creative impressions. The genius of a good marketing program is blending these elements in a way that attracts the customer’s attention and effectively communicates your solution to a problem. The end result may only be an arresting headline, striking visual and a few lines of crisp copy.

This may lead some purchasers of marketing services to jump to the wrong conclusion about the cost of creative marketing elements. The purchaser may think, “How long could it take to write a few words for a headline and a paragraph of copy.” Manufacturing organizations are probably more prone to this reasoning because they deal with specific units of production and can accurately track costs of materials, labor and machine operating expenses.

Some similar elements are present in the final development of an ad, brochure, website or similar materials. You can measure the amount of time it takes to find or create artwork, lay out the design and complete production.

What can’t be measured is the industry knowledge, intellectual capital and imagination that helps clients achieve marketing success. These factors are the most important considerations when choosing a marketing partner and putting a value on their work. Establishing a business relationship that capitalizes on the intangible skills of the marketing communications company will be rewarding for both the client and the agency.

To learn more about our industry experience and the ideas we bring to B2B clients, call us at 847.657.6011 or e-mail us.

The Risks and Rewards of Social Media for B2B

2010-04-15T09:12:00.000-07:00

Using social media for B2B marketing is a hot topic these days. It seems that everyone is talking about creating a strategy to use Facebook, Twitter, YouTube, and LinkedIn for their business. Meanwhile, just as many business leaders question the value of these new communications tools.

Last week’s Business Marketing Association Chicago chapter luncheon on social media provided some interesting perspectives on this topic. More importantly, I was struck by how certain basic marketing principles are critical, no matter how new or hot the communications method.

First, marketers need to evaluate social media in terms of what business problem they’re trying to solve. According to one of the speakers, Paul Gillin, a columnist for BtoB magazine, too many marketers are skipping this step in their eagerness to make sure they’re on the cutting edge. Second, marketers should remember that regardless of the product or service, or the specifications and benefits, they are not selling to a “business.” Ultimately, they’re still selling to people; individuals who want solutions to their problems.

Reconciling these two ideas can help harness the power of social media as an effective marketing tool.

To help decide if social media are pertinent, find out if customers are using them. You can also track competitors or similar products and look for results, such as viewing numbers on YouTube. If content similar to yours is being ignored, then social media may not be the best strategy. But if customers are engaging in social media, then it’s time for you to join the conversation.

Because social media helps people connect, it fulfills the marketing element of people selling to people. Social media are extremely effective in creating a persona for your organization that builds confidence among your customers in your product or service.

Once you decide to engage in social media, you need to be aware that traditional media still play a role in making content visible to your key audiences. YouTube claims that 20 hours of video are uploaded on the site every minute. So for every waterskiing squirrel that “goes viral” there are thousands of seldom-watched clips languishing on the site.

That’s why many companies promote their social media through ads in key social media outlets, links from corporate websites or PR efforts to create news and blogging buzz about their initiatives. Companies that are serious about using social media are even creating their own channels on YouTube, which simplifies finding their content. Siemens is a good example of a B2B company using this tactic, with their channel at http://www.youtube.com/user/siemens.

Sure, there’s some risk in engaging in social media, but many companies are finding the rewards are far more compelling. If you’d like to explore both sides of the social media question, call us at 847-657-6011 or e-mail us.

Event Marketing Creates Lasting Bonds With Business Customers

2010-04-07T10:30:00.000-07:00

Spring is a time for big events, especially in the world of sports. We’ve just concluded March Madness, with the Duke University Blue Devils emerging as the NCAA men’s basketball champions and they’ll be teeing it up at the Masters this weekend. And in Chicago, hope springs eternal as the Cubs and White Sox prepare for new seasons. Will 2010 finally be the Cubs' year?

Fans invest a lot of energy and emotion in these events. Wise businesses can capture some of that same interest through effective event marketing. Event marketing can take many forms, from simple to complex. At one end of the scale, your event could be an open-house, sponsorship of a fund raiser or a product demonstration at your facility. On a more elaborate level, the event could be a major trade show display or a rolling exhibit housed in a semi-trailer like golf equipment manufacturers use at major tournaments. Budgeting for celebrity speakers adds yet another program dimension when it comes to event marketing.

Whatever format you choose, event marketing has multiple benefits in building bonds with your customers, helping short-term sales and building brand value over time. These benefits are confirmed by the results of an Advertising Research Foundation (ARF) study, conducted in partnership with Gallup & Robinson and Exhibit Surveys.

According to the researchers, “The unique value of event marketing is its ability to foster positive attitudes via a focused combination of marketing, relationship building and event experience."

The researchers also found that B2B marketers should focus on capturing measures of emotional and "engagement-rich" activities that create awareness and attract people to events. A good example of capturing both emotion and engagement is a "Cinco De Mayo" trade show we conducted for a wholesale distributor of Mexican and ethnic foods.

The Mexican theme with a red, white and green color scheme, vocalists and a Mariachi band created a festive atmosphere that reinforced the emotional elements of the holiday and the client's role in the celebration. Exhibit booths with product samples provided actual business engagement for the hundreds of customers and buyers who attended the first-time show.

This is just one way you can use event marketing as part of your overall communications strategy. To learn other ways, call us at 847.657.6011 or e-mail us.

AFS White Papers Create Hundreds of Leads

2010-02-25T12:18:00.000-08:00

Do you need to reach a tough audience?
The American Foundry Society (AFS) faced the challenge of communicating with engineers, product designers and purchasing influencers who typically ignore promotional hype.
The solution? A series of white papers NM Marketing Communications developed for AFS, which has led to hundreds of leads.
White papers originally started as government policy documents, defining a specific position or policy. Today, they have become powerful marketing tools used to show customers or other decision-makers how to find solutions to their problems.
White papers are most often used by technology or industrial companies, but the concept is applicable to almost any market segment. The key to success with a white paper is identifying a problem or concern faced by your audience, then showing them in a factual way how your product or service provides the solution.
For example, the AFS white papers have concentrated on some of the unique technical aspects of using various metal casting methods to solve industrial design problems or improve manufacturing efficiency. In addition to generating inquiries from engineers about casting technologies provided by AFS members, the white papers have reinforced AFS’ position as the leader in metal casting information.
To learn more about how to develop and use white papers as part of your marketing mix, call us at 847.657.6011 or send us an email: info@nmmarketingbiz.com.

Eight Questions to Ask About Your Company’s Marketing

2009-10-12T10:51:00.000-07:00

The current economy presents challenges for marketers of all stripes – from high-end retailers to OEMs supplying components for finished products. As budgets shrink, you need to find effective ways to market your products while still cutting through the deluge of advertising messages fighting for your customers’ attention. Some studies estimate the typical American is subjected to more than 30,000 marketing messages a year. That’s more than 80 a day. So how can your business reach customers? It starts with asking yourself some serious questions.

1. Do you believe in your product? First and foremost, you must believe in your product as a solution to your customers’ needs. Your belief, your passion and your commitment must come through in everything you do.

2. Are you consistent in promoting your product? One of the keys to successful marketing is consistency. Even in times when advertising frequency or the number of marketing avenues may be reduced, maintaining a clear consistent message is critical.

3. Do you have a clear benefit? This is perhaps the most obvious thing in the world, but too often companies concentrate on product features rather than benefits that solve a customer’s problem. Do the research and talk to your customers to make sure you understand why they buy from you and not your competitor.

4. Are you making your benefits clear? Once you know why customers buy from you, make sure you clearly communicate those benefits in ways that the customer will understand. Depending upon the complexity of the product, you may need to develop complementary message strategies for various audiences.

5. How are you positioned in your market? In a crowded marketplace, successful companies establish a clear position such as price, performance, quality or ease-of-use.

6. Are you using appropriate marketing tactics? The possibilities for creative marketing are practically endless, but budgets typically aren’t. Choosing the right combination of tactics – ranging from print and online ads, to direct mail, trade shows, search engine optimization, pay-per-click and public relations – is vital. You also need to understand the ROI of various methods in generating sales.

7. Are your marketing materials effective? Regardless of the tactic, your marketing materials need to exhibit the same quality as your product or service. A homemade-looking, hard-to-navigate website will cause customers to question if your products perform the same way. No matter what it is, if it’s not executed well, it’s not worth doing.

8. Do you have the right in-house marketing expertise? This is a tough one for many companies. Sometimes the hardest thing is to look inward and make an honest assessment of your existing capabilities. Particularly as people take on greater workloads and hiring internal staff is put on hold, this may be a good time to consider outside marketing help. Independent marketing firms can provide expertise and experience across a variety of discipline. They allow you to choose the level of service needed without taking on the cost of salary and benefits for a full-time employee.

Asking yourself these questions can help you put your company on the road to a thriving, effective marketing campaign that is assured to boost your bottom line. And isn’t that why you’re in business in the first place?

To learn more about how an integrated marketing program could benefit your company, contact NM Marketing Communications at 847.657.6011 or visit: http://www.nmmarketingbiz.com/.