According to The Social Media and Online PR Report, published by Econsultancy in association with bigmouthmedia, 86% of companies plan to spend more money on social media in 2010, and a further 13% are planning to keep the same level of budget. 54% of companies say, however, that the biggest barrier to better social media engagement is a lack of resources. Only 10% of companies are not engaging in any social media activity whatsoever.
Jim Thebeau
CEO, Henry Russell Bruce
Monday, December 28, 2009
Wednesday, December 23, 2009
Amazon Kindle on Fire?
Industry experts are predicting that 4 million Amazon Kindles will be sold in 2010, with 59 million Kindle-friendly devices being sold between the Apple eReader, the Kindle and the Apple iPhone.
This is a new way for publishers to reach readers in the digital age. The Kindle and other ereaders are being touted to advertisers for message delivery.
Jim Thebeau
Henry Russell Bruce
800-728-2656
This is a new way for publishers to reach readers in the digital age. The Kindle and other ereaders are being touted to advertisers for message delivery.
Jim Thebeau
Henry Russell Bruce
800-728-2656
Monday, December 14, 2009
Avoid the 15 Biggest Marketing Mistakes in 2010
As a marketer are you ready for the challenges of 2010, Part 3?
This is the third in a series of marketing mistakes to avoid in 2010. Find mistakes 1 through 4 in earlier posts below.
5. Measuring takes too much effort.
A critical part of marketing is measuring and benchmarking - metrics. How do you know if your marketing is improving or needs to change unless you know how it has performed? Start simply and track several basic elements such asnumber of leads generated, where leads came from, Web hits or most visited pages, number of mentions in consumer or trade media. Choose your own items to track and change them as you gain experience. Set deadlines and monitor performance. If you don’t have a CRM tool, use a simple spreadsheet.
6. Not thinking like your customer.
Marketing your company by simply pushing out information to sell what you have may be a sound approach. But is it what your customers want? Think of your marketing from your customers’ point of view. Stay in touch with the needs and wants of your customers. Are they aware ofall the services you offer? Develop a set of five to seven needs-based questions and call several of your clients each month and go through the list. You may find that business would improve if you alter a product or develop a new one, and you also are showing your customers you are thinking about their needs.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
This is the third in a series of marketing mistakes to avoid in 2010. Find mistakes 1 through 4 in earlier posts below.
5. Measuring takes too much effort.
A critical part of marketing is measuring and benchmarking - metrics. How do you know if your marketing is improving or needs to change unless you know how it has performed? Start simply and track several basic elements such asnumber of leads generated, where leads came from, Web hits or most visited pages, number of mentions in consumer or trade media. Choose your own items to track and change them as you gain experience. Set deadlines and monitor performance. If you don’t have a CRM tool, use a simple spreadsheet.
6. Not thinking like your customer.
Marketing your company by simply pushing out information to sell what you have may be a sound approach. But is it what your customers want? Think of your marketing from your customers’ point of view. Stay in touch with the needs and wants of your customers. Are they aware ofall the services you offer? Develop a set of five to seven needs-based questions and call several of your clients each month and go through the list. You may find that business would improve if you alter a product or develop a new one, and you also are showing your customers you are thinking about their needs.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
Tuesday, December 8, 2009
Avoid the 15 Biggest Marketing Mistakes in 2010, Part 2
As a marketer are you prepared for the challenges of 2010?
This is the second in a series of marketing mistakes to avoid in 2010. Find post on mistakes number 1 and 2 on December 7.
3. Designing your Web site for you instead of your customer.
Is your Web site a glowing billboard about your company and its products? Or is it a welcoming place where visitors can be educated, quickly find what they want and convey the impression that they come first? Your Web site is a 24/7 engagement and sales tool. Engagement means giving them something of value. More than 80% of people looking for information, a product or service begin with a Web search. Does your site have an appealing appearance, easy navigation and helpful content designed for the visitor? Do you add fresh content of value at least once a week?
4. Ignoring social media outlets.
Social interactions on the Web are the new model for networking. Nothing beats face to face networking, but social media allows millions of people to communicate, build trust,buy products and create new relationships. The secret is in linking your social media outlets and the messages you create there to more in-depth information on your Web site. This builds greater awareness of your business and increases inbound links to your site, a critical factor in building your reputation for Google searches. Just Google your company name or your key product or service and see what you find.
Jim Thebeau
CEO, Henry Russell Bruce
This is the second in a series of marketing mistakes to avoid in 2010. Find post on mistakes number 1 and 2 on December 7.
3. Designing your Web site for you instead of your customer.
Is your Web site a glowing billboard about your company and its products? Or is it a welcoming place where visitors can be educated, quickly find what they want and convey the impression that they come first? Your Web site is a 24/7 engagement and sales tool. Engagement means giving them something of value. More than 80% of people looking for information, a product or service begin with a Web search. Does your site have an appealing appearance, easy navigation and helpful content designed for the visitor? Do you add fresh content of value at least once a week?
4. Ignoring social media outlets.
Social interactions on the Web are the new model for networking. Nothing beats face to face networking, but social media allows millions of people to communicate, build trust,buy products and create new relationships. The secret is in linking your social media outlets and the messages you create there to more in-depth information on your Web site. This builds greater awareness of your business and increases inbound links to your site, a critical factor in building your reputation for Google searches. Just Google your company name or your key product or service and see what you find.
Jim Thebeau
CEO, Henry Russell Bruce
Monday, December 7, 2009
When to Rebrand
You need to rebrand when there is a disconnect between how you are perceived and what you are. When there are changes in what you deliver and the expectations from customers. Rebranding establishes the personality, purpose and culture of your company and clarifies it to your audiences, internally and externally.
It is a vision of the future and where you going.
Not the business you are in but the business you are becoming.
Jim Thebeau
Henry Russell Bruce
HRB Agency Blog
It is a vision of the future and where you going.
Not the business you are in but the business you are becoming.
Jim Thebeau
Henry Russell Bruce
HRB Agency Blog
Avoid the 15 Biggest Marketing Mistakes in 2010
As a marketer are you prepared for the challenges of 2010? To be successful in our current environment you may want to look at things from a different perspective; turn it upside down and say “What if we … ?” Doing things the way we always have been done them is a sure recipe for getting the same results.
Adapting
Adapting to new market conditions, new technologies, new budgets and new ways to reach prospects and customers is critical to your success. Though not an exhaustive list by any means, we’ve put together a list of marketing mistakes to avoid in 2010.
This is the first of a series of posts on preparing for marketing in 2010.
1. Failing to plan.
If you don’t have a marketing plan, you will benefit by developing one. The value of such a plan is a) the think time you put into the content, and 2) that it is written down. At a minimum you should develop goals and objectives of what you need to accomplish, as well as strategies and tactics to complete each task. It should include a mixture of “push” and “pull” marketing strategies. A plan does not have to be long, but having it in writing and reviewing it on a monthly basis will help keep your efforts on track. A proven approach is to include a timeline that lists all your projects on a quarterly basis so you can prioritize them throughout the year.
2. Believing that brand doesn’t matter.
Your brand is what differentiates you from others in the marketplace. Honestly evaluate your brand differentiators and look for room for improvement. Think in terms of the benefits or results your products provide, not just a list of features. What do you do really well that others cannot? Clearly spell out the value you offer; even just one that substantially differentiates you from the competition – and promote it.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
Adapting
Adapting to new market conditions, new technologies, new budgets and new ways to reach prospects and customers is critical to your success. Though not an exhaustive list by any means, we’ve put together a list of marketing mistakes to avoid in 2010.
This is the first of a series of posts on preparing for marketing in 2010.
1. Failing to plan.
If you don’t have a marketing plan, you will benefit by developing one. The value of such a plan is a) the think time you put into the content, and 2) that it is written down. At a minimum you should develop goals and objectives of what you need to accomplish, as well as strategies and tactics to complete each task. It should include a mixture of “push” and “pull” marketing strategies. A plan does not have to be long, but having it in writing and reviewing it on a monthly basis will help keep your efforts on track. A proven approach is to include a timeline that lists all your projects on a quarterly basis so you can prioritize them throughout the year.
2. Believing that brand doesn’t matter.
Your brand is what differentiates you from others in the marketplace. Honestly evaluate your brand differentiators and look for room for improvement. Think in terms of the benefits or results your products provide, not just a list of features. What do you do really well that others cannot? Clearly spell out the value you offer; even just one that substantially differentiates you from the competition – and promote it.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
Friday, November 27, 2009
How Do You Rebrand a Company?
Rebranding is a process that has a beginning, a middle and an end, with the end being the launch of the rebrand internally, then externally.
Step one is to take an inventory of your current brand. What exactly is your brand? How is your brand or reputation perceived in the marketplace? One way to answer those questions is to critically review your key messages - what you are saying in your marketing or communications messages to your audiences. Analyze your messages. Are they clearly focused on the benefits of using your products or services (i.e. we provide printing solutions that reduce paper costs and improve office efficiency), or are they all over the board (i.e. we sell the printer you need). This step usually involves some form of audience and employee research to clarify the current brand position and help identify a new brand direction.
Step two is to set brand goals - what you want to accomplish with the rebrand. Planning is essential to ensuring the new position you stake out for your brand is realistic and achievable. Develop new key messages.
Step three is establishing benchmarks of where your business is currently so you can track improvements after the rebrand. Some items that you can benchmark are unique Web site visits, unsolicited inbound leads, media coverage and customer service requests. Choose some that fit your situation.
Step four often includes a design refresh that includes logo and tagline, as well as marketing materials and Web site.
Step five includes rolling out the rebrand internally to employees while explaining details of the process and how they can live the new brand.
Step six is introducing the refreshed brand to customers, prospects, suppliers and other external audiences. It helps to promote the rebrand.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
Step one is to take an inventory of your current brand. What exactly is your brand? How is your brand or reputation perceived in the marketplace? One way to answer those questions is to critically review your key messages - what you are saying in your marketing or communications messages to your audiences. Analyze your messages. Are they clearly focused on the benefits of using your products or services (i.e. we provide printing solutions that reduce paper costs and improve office efficiency), or are they all over the board (i.e. we sell the printer you need). This step usually involves some form of audience and employee research to clarify the current brand position and help identify a new brand direction.
Step two is to set brand goals - what you want to accomplish with the rebrand. Planning is essential to ensuring the new position you stake out for your brand is realistic and achievable. Develop new key messages.
Step three is establishing benchmarks of where your business is currently so you can track improvements after the rebrand. Some items that you can benchmark are unique Web site visits, unsolicited inbound leads, media coverage and customer service requests. Choose some that fit your situation.
Step four often includes a design refresh that includes logo and tagline, as well as marketing materials and Web site.
Step five includes rolling out the rebrand internally to employees while explaining details of the process and how they can live the new brand.
Step six is introducing the refreshed brand to customers, prospects, suppliers and other external audiences. It helps to promote the rebrand.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
Wednesday, November 18, 2009
The Secret Power of Public Relations
Companies that are not using public relations are missing an essential communications channel to reach prospects and customers – and to build their brand.
PR opens a new door, a new channel: media coverage, usually at a cost lower than equivalent traditional advertising. And, it’s often seen as more credible than advertising.
Many PR practitioners believe that unpaid media (generally defined as editorial coverage generated in any medium) offers three to five times the credibility of paid media (advertising). This multiplier effect is based on the long-held belief that consumers regard news coverage as more credible than advertising.
The success of public relations is based on how it is implemented, given that it is a very relationship based communications tool. A large part of the value is in creating a good media relationship.
Simply sending out one news release will likely have a very small, if any, impact on sales or brand. Instead, create PR tools such as case studies, white papers, customer testimonial statements, educational articles and regular news releases for your Web site or distribution.
However, a well developed, ongoing public relations program can have a significant impact, because it increases your company’s visibility to the media and in the media. Recurring media mentions also boost your brand and top of mind awareness, especially if you are providing content of value.
How can your company implement an effective public relations program? To keep it simple, you can:
• Develop lists of media contacts (and their contact information) for key trade publications, business journals, blogs, Web sites or local media
• Reach out to media contacts to let them know who you are and what kinds of editorial content/industry expertise you can provide
• Create and distribute one news release per month on a newsworthy topic and include a link back to your Web site (releases are great for generating inbound links to your Web site, which improves your Google site rankings)
• Develop offers such as white papers, case studies or industry trend pieces that you can offer for free download on your Web site
• Distribute important news to your media lists as well as through national distribution services such as PR Web for as little as $200
• Integrate all your media efforts with social media platforms such as LinkedIn, Facebook, Twitter and others
The real secret for PR success is an ongoing program that creates editorial content of value and keeps your name in front of the media and starts establishing your company as a provider of industry expertise.
P.S. If you are interested, a recent Pew Research Center poll finds that television remains the dominant news source for the public, with 71 percent saying that they get most of their national and international news from television. Forty-two percent say that they get most of their news on these subjects from the Internet, compared with 33 percent who cite newspapers. Last December (2008), for the first time in a Pew Research Center survey, more people said they obtained most of their national and international news from the Internet than those who said that newspapers were their main source.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
PR opens a new door, a new channel: media coverage, usually at a cost lower than equivalent traditional advertising. And, it’s often seen as more credible than advertising.
Many PR practitioners believe that unpaid media (generally defined as editorial coverage generated in any medium) offers three to five times the credibility of paid media (advertising). This multiplier effect is based on the long-held belief that consumers regard news coverage as more credible than advertising.
The success of public relations is based on how it is implemented, given that it is a very relationship based communications tool. A large part of the value is in creating a good media relationship.
Simply sending out one news release will likely have a very small, if any, impact on sales or brand. Instead, create PR tools such as case studies, white papers, customer testimonial statements, educational articles and regular news releases for your Web site or distribution.
However, a well developed, ongoing public relations program can have a significant impact, because it increases your company’s visibility to the media and in the media. Recurring media mentions also boost your brand and top of mind awareness, especially if you are providing content of value.
How can your company implement an effective public relations program? To keep it simple, you can:
• Develop lists of media contacts (and their contact information) for key trade publications, business journals, blogs, Web sites or local media
• Reach out to media contacts to let them know who you are and what kinds of editorial content/industry expertise you can provide
• Create and distribute one news release per month on a newsworthy topic and include a link back to your Web site (releases are great for generating inbound links to your Web site, which improves your Google site rankings)
• Develop offers such as white papers, case studies or industry trend pieces that you can offer for free download on your Web site
• Distribute important news to your media lists as well as through national distribution services such as PR Web for as little as $200
• Integrate all your media efforts with social media platforms such as LinkedIn, Facebook, Twitter and others
The real secret for PR success is an ongoing program that creates editorial content of value and keeps your name in front of the media and starts establishing your company as a provider of industry expertise.
P.S. If you are interested, a recent Pew Research Center poll finds that television remains the dominant news source for the public, with 71 percent saying that they get most of their national and international news from television. Forty-two percent say that they get most of their news on these subjects from the Internet, compared with 33 percent who cite newspapers. Last December (2008), for the first time in a Pew Research Center survey, more people said they obtained most of their national and international news from the Internet than those who said that newspapers were their main source.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
Friday, November 13, 2009
Mastering the Rockefeller Habits
I recently found a most interesting business book mostly by accident. It's called Mastering the Rockefeller Habits and it's based on the leadership and management philosophies of John D. Rockefeller the legendary businessman of the early twentieth century.
Though many might wonder what we could learn in this digital age from such an old timer, the book by Verne Harnish is a basic how-to guide to applying the Rockefeller habits in today's fast paced business world.
Thus far, we have applied one of these principles to our business at Henry Russell Bruce with the positive effect of moving discussion and decisions along toward more rapid decision making. A great first step that comes directly from the book. It is a return to basic fundamentals that we often overlook in our rapidly evolving global marketplace. It is simple, practical advice on running your business.
Rockefeller believed in three basic habits and lived by them (quoting Harnish now):
1. Priorities - Does the organization have objective Top 5 priorities for the year and the quarter and a clear Top 1 priority along with the appropriate theme?
2. Data - Does the organization have sufficient data on a daily and weekly basis to provide insight into how the organization is running and what the market is demanding? Does everyone in the organization have at least one key daily or weekly metric driving his or her performance.
3. Rhythm - Does the organization have an effective rhythm of daily, weekly, monthly, quarterly and annual meetings to maintain alignment and drive accountability.
As a first step, senior management team at HRB meets daily, while the 2 partners have implemented weekly hour-long meetings to discuss the urgent issues and decisions of the day. This, I believe, has helped us collaborate more effectively and moved us more efficiently toward a new business model we are adopting - growing our Web and digital footprint, while maintaining our traditional agency products and services.
Harnish touches on a host of crucial topics, including delegation, systems and structures, the importance of data, business priorities, market dynamics and barriers to growth, among others.
One of the most interesting sections is labeled Mastering A One-Page Strategic Plan, Keeping it simple keeps it clear. And, the book offers a template for the one-page plan.
The book is full of real world case studies of companies Harnish found that follow these Rockefeller Habits and go on to grow and prosper.
Have you gotten back to fundamentals or read Mastering the Rockefeller Habits? We welcome your comments.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
Though many might wonder what we could learn in this digital age from such an old timer, the book by Verne Harnish is a basic how-to guide to applying the Rockefeller habits in today's fast paced business world.
Thus far, we have applied one of these principles to our business at Henry Russell Bruce with the positive effect of moving discussion and decisions along toward more rapid decision making. A great first step that comes directly from the book. It is a return to basic fundamentals that we often overlook in our rapidly evolving global marketplace. It is simple, practical advice on running your business.
Rockefeller believed in three basic habits and lived by them (quoting Harnish now):
1. Priorities - Does the organization have objective Top 5 priorities for the year and the quarter and a clear Top 1 priority along with the appropriate theme?
2. Data - Does the organization have sufficient data on a daily and weekly basis to provide insight into how the organization is running and what the market is demanding? Does everyone in the organization have at least one key daily or weekly metric driving his or her performance.
3. Rhythm - Does the organization have an effective rhythm of daily, weekly, monthly, quarterly and annual meetings to maintain alignment and drive accountability.
As a first step, senior management team at HRB meets daily, while the 2 partners have implemented weekly hour-long meetings to discuss the urgent issues and decisions of the day. This, I believe, has helped us collaborate more effectively and moved us more efficiently toward a new business model we are adopting - growing our Web and digital footprint, while maintaining our traditional agency products and services.
Harnish touches on a host of crucial topics, including delegation, systems and structures, the importance of data, business priorities, market dynamics and barriers to growth, among others.
One of the most interesting sections is labeled Mastering A One-Page Strategic Plan, Keeping it simple keeps it clear. And, the book offers a template for the one-page plan.
The book is full of real world case studies of companies Harnish found that follow these Rockefeller Habits and go on to grow and prosper.
Have you gotten back to fundamentals or read Mastering the Rockefeller Habits? We welcome your comments.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
Thursday, November 12, 2009
Branding Through Your Web Site
I met with a client recently to discuss development of a new Web site. The client knew he needed help with both his site and his marketing. When told his site had a multitude of issues, including a lack of searchable content that search engines could not index, he expressed surprise.
On a regular basis, we encounter clients and prospects who do not understand how quickly the Web and search engines are changing. Because we deal with the Web and its myriad components every day, we can help produce a positive impact for those clients relatively quickly. Our goal is more and more to brand companies through their Web sites, since that is their business card to the world that is available 24/7.
Are you branding your organization through your Web site? How else are you branding your company?
Jim Thebeau
jthebeau@hrb-ideas.com
www.hrb-ideas.com
800-728-2656
On a regular basis, we encounter clients and prospects who do not understand how quickly the Web and search engines are changing. Because we deal with the Web and its myriad components every day, we can help produce a positive impact for those clients relatively quickly. Our goal is more and more to brand companies through their Web sites, since that is their business card to the world that is available 24/7.
Are you branding your organization through your Web site? How else are you branding your company?
Jim Thebeau
jthebeau@hrb-ideas.com
www.hrb-ideas.com
800-728-2656
Tuesday, November 10, 2009
How to Work With an Agency
As information channels and screens proliferate and attention spans shrink to nanoseconds, marketers find they have to work harder to get and keep the eyes, ears and minds of their customers focused on the message.
Today, it may be all about one-to-one and relationship marketing, but if your messaging is unclear or too long, you risk losing the interest of your customers and prospects. This is the point in marketing where agencies can provide a helping hand.
Why, exactly, would you want to work with an agency? Here are a few reasons it might make sense for your company.
1. Serious agencies or marketing firms position themselves as independent, third party communications experts that are in business to solve marketing problems. Independent means they are not tied to any specific advertising or promotion media. Third party means they look at your particular marketing challenge objectively and help you solve it by finding the best message and the best way to deliver it to the target audience.
2. Agencies tend to think in ways that marketers don't. Marketers may struggle to come up with new themes, ideas and concepts to promote their products and services. While the agency staff may have produced many ideas over the years, your project is new to them and they will bring a fresh approach to the marketing problem. Outside insights can be valuable and helpful and shorten your time to roll out the concept or idea.
3. After working with dozens of clients in dozens of industries, agency professionals may actually have a very good handle (following some downloads and insights from you) on how your customers think. These creative teams have not lived with the company day and night. In a sense, they don't know too much and can bring you tantalizing concepts that cut through the clutter and deliver your precise and powerful message with impact.
4. Use an agency on a consulting basis to review your ideas, concepts and plans. You don't have to form a permanent, contractual relationship to get some great new outside thinking. Ask senior members of the agency staff for a few hours of time to discuss or review your approaches to a new marketing theme, the launch of a new product or just putting a fresh face on your marketing messages. You may come away with some valuable new ideas that will more than pay for the agency's time.
5. As the pace of business life accelerates and marketing staffs become leaner, outsourcing certain marketing tasks may actually help you get more work done. Outsourcing opportunities are especially relevant for repetitive tasks such as producing email marketing materials, Web site optimization, newsletters, direct mail and collateral. Though the agency professionals may never know as much as you do about your company and its products, they can take on recurring tasks and make sure they are done on time and on budget - letting you focus on your larger, primary marketing objectives.
Don't be afraid to contact an agency and talk with principals or senior staffers about your marketing challenges. Most agencies or marketing firms do not charge for one or two meetings with your team to get a download on the issues or challenges you face. And, most provide detailed estimates or proposals that marketers must sign before any work begins. Legitimate agencies are always willing to discuss timelines, deliverables and billings at any time. If you don't see details you want in the estimates or proposals, ask the agency to add them before you sign off. Don't work with an agency without signed estimates and timelines so you can avoid performance issues later.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
www.hrb-ideas.com
800-728-2656
Today, it may be all about one-to-one and relationship marketing, but if your messaging is unclear or too long, you risk losing the interest of your customers and prospects. This is the point in marketing where agencies can provide a helping hand.
Why, exactly, would you want to work with an agency? Here are a few reasons it might make sense for your company.
1. Serious agencies or marketing firms position themselves as independent, third party communications experts that are in business to solve marketing problems. Independent means they are not tied to any specific advertising or promotion media. Third party means they look at your particular marketing challenge objectively and help you solve it by finding the best message and the best way to deliver it to the target audience.
2. Agencies tend to think in ways that marketers don't. Marketers may struggle to come up with new themes, ideas and concepts to promote their products and services. While the agency staff may have produced many ideas over the years, your project is new to them and they will bring a fresh approach to the marketing problem. Outside insights can be valuable and helpful and shorten your time to roll out the concept or idea.
3. After working with dozens of clients in dozens of industries, agency professionals may actually have a very good handle (following some downloads and insights from you) on how your customers think. These creative teams have not lived with the company day and night. In a sense, they don't know too much and can bring you tantalizing concepts that cut through the clutter and deliver your precise and powerful message with impact.
4. Use an agency on a consulting basis to review your ideas, concepts and plans. You don't have to form a permanent, contractual relationship to get some great new outside thinking. Ask senior members of the agency staff for a few hours of time to discuss or review your approaches to a new marketing theme, the launch of a new product or just putting a fresh face on your marketing messages. You may come away with some valuable new ideas that will more than pay for the agency's time.
5. As the pace of business life accelerates and marketing staffs become leaner, outsourcing certain marketing tasks may actually help you get more work done. Outsourcing opportunities are especially relevant for repetitive tasks such as producing email marketing materials, Web site optimization, newsletters, direct mail and collateral. Though the agency professionals may never know as much as you do about your company and its products, they can take on recurring tasks and make sure they are done on time and on budget - letting you focus on your larger, primary marketing objectives.
Don't be afraid to contact an agency and talk with principals or senior staffers about your marketing challenges. Most agencies or marketing firms do not charge for one or two meetings with your team to get a download on the issues or challenges you face. And, most provide detailed estimates or proposals that marketers must sign before any work begins. Legitimate agencies are always willing to discuss timelines, deliverables and billings at any time. If you don't see details you want in the estimates or proposals, ask the agency to add them before you sign off. Don't work with an agency without signed estimates and timelines so you can avoid performance issues later.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
www.hrb-ideas.com
800-728-2656
Pay Per Click (PPC) Internet Marketing
Today, we have another guest post from Internet marketing expert Jeff McEachron.
Pay per click (PPC) is a type of Internet marketing used on search engines, advertising networks, and content websites/blogs. In this model, advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
Advertisers bid on keywords that their target market will use as search terms when they are looking for their product or service. When a user types a keyword matching the advertiser's keyword, or views a page with relevant content, the ad may be shown. These ads are called "Sponsored links" or "sponsored ads" and appear next to or above the organic results on search engine results pages, or where a Webmaster chooses on a content page.
Benefits of Pay Per Click (PPC) Advertising:
* You don't pay to display your PPC Advertisement, but rather you only pay when your ad is clicked on.
* Pay per click ads are only shown to people who indicate an interest in a specific topic exactly at the time they indicate an interest by searching for specific keywords.
* Pay per click advertising helps branding by building awareness and educating prospects.
* Pay per click advertising can be tailored to your specific goals (eg Sales Conversions, Site Registrations, Catalog Requests, etc.).
* Pay per click advertising enables you to present relavant real-time distribution of your advertising on a massive scale, local scale, or anywhere in between. You pick the geographical area where your ads will appear.
* With pay per click advertising, you can set a daily budget to control your costs.
* With pay per click advertising, you can monitor virtually any metric to track the effectiveness of your advertising campaigns
Pay per click ads may also appear on content network websites. In this case, ad networks such as Google AdSense and the Yahoo! Publisher Network provide ads that are relevant to the content of the page where they appear.
Jeff McEachron
jmceachron@hrb-ideas.com
Vice President Internet Operations
Henry Russell Bruce
800-728-2656
Pay per click (PPC) is a type of Internet marketing used on search engines, advertising networks, and content websites/blogs. In this model, advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
Advertisers bid on keywords that their target market will use as search terms when they are looking for their product or service. When a user types a keyword matching the advertiser's keyword, or views a page with relevant content, the ad may be shown. These ads are called "Sponsored links" or "sponsored ads" and appear next to or above the organic results on search engine results pages, or where a Webmaster chooses on a content page.
Benefits of Pay Per Click (PPC) Advertising:
* You don't pay to display your PPC Advertisement, but rather you only pay when your ad is clicked on.
* Pay per click ads are only shown to people who indicate an interest in a specific topic exactly at the time they indicate an interest by searching for specific keywords.
* Pay per click advertising helps branding by building awareness and educating prospects.
* Pay per click advertising can be tailored to your specific goals (eg Sales Conversions, Site Registrations, Catalog Requests, etc.).
* Pay per click advertising enables you to present relavant real-time distribution of your advertising on a massive scale, local scale, or anywhere in between. You pick the geographical area where your ads will appear.
* With pay per click advertising, you can set a daily budget to control your costs.
* With pay per click advertising, you can monitor virtually any metric to track the effectiveness of your advertising campaigns
Pay per click ads may also appear on content network websites. In this case, ad networks such as Google AdSense and the Yahoo! Publisher Network provide ads that are relevant to the content of the page where they appear.
Jeff McEachron
jmceachron@hrb-ideas.com
Vice President Internet Operations
Henry Russell Bruce
800-728-2656
Monday, November 9, 2009
How to Integrate Twitter into Your Web Site
Today we have a guest post by Internet Marketing guru Jeff McEachron.
Twitter has become incredibly popular, growing by more than 1,000 percent over the past year. One great way Twitter allows you to use its service is to integrate it into your Web site. There are great tools for getting your Web site users to become your twitter followers and vice versa. Here are a few that we have found to be useful.
The first one is officially provided by Twitter. It is called Twitter Widgets (http://twitter.com/widgets). You get to choose if you want to put it directly on one of your social profiles or if you would like to put it somewhere else. This widget system allows users to put their Twitter updates somewhere other than their main Twitter feed, such as Facebook, your Web site or your blog. This greatly increases visibility of your Twitter updates to those who might find it interesting.
If you are looking for a quick way for people browsing your Web site to follow you more easily, you may want to install a Twitter Button (http://www.twitterbuttons.com/).
This is useful for someone who visits your Web site and realizes that they share a common interest with you or find that what you have to say is particularly interesting to them. They will then be able to click on a simple button and start following you on Twitter.
Another way to integrate Twitter is to allow users to share your Web site with others by making a Tweet. TwitThis (http://www.twitthis.com/) is a service that allows you to put a button on your Web site that, when clicked, will instantly ready a Tweet with a link back to the Web site they visited. It really is instant sharing, and that does great things in terms of visibility for your Web site and your content.
These aren’t all of the tools that are available for integrating Twitter into your Web site, because there are more and more popping up all the time.
This information is a first step to awareness about some of the most basic tools out there, because the simple ones are often the most effective. The right combination of Web site design and social media marketing integration helps improve the number of followers you have and the amount of interest generated for your Web site. Happy Tweeting.
About the author: Jeff McEachron, VP of Internet Operations for Henry Russell Bruce, a 36 year old strategic marketing and Internet marketing firm (http://www.hrb-ideas.com) with offices in Davenport and Cedar Rapids. He can be reached at 800-728-2656 or jmceachron@hrb-ideas.com.
Twitter has become incredibly popular, growing by more than 1,000 percent over the past year. One great way Twitter allows you to use its service is to integrate it into your Web site. There are great tools for getting your Web site users to become your twitter followers and vice versa. Here are a few that we have found to be useful.
The first one is officially provided by Twitter. It is called Twitter Widgets (http://twitter.com/widgets). You get to choose if you want to put it directly on one of your social profiles or if you would like to put it somewhere else. This widget system allows users to put their Twitter updates somewhere other than their main Twitter feed, such as Facebook, your Web site or your blog. This greatly increases visibility of your Twitter updates to those who might find it interesting.
If you are looking for a quick way for people browsing your Web site to follow you more easily, you may want to install a Twitter Button (http://www.twitterbuttons.com/).
This is useful for someone who visits your Web site and realizes that they share a common interest with you or find that what you have to say is particularly interesting to them. They will then be able to click on a simple button and start following you on Twitter.
Another way to integrate Twitter is to allow users to share your Web site with others by making a Tweet. TwitThis (http://www.twitthis.com/) is a service that allows you to put a button on your Web site that, when clicked, will instantly ready a Tweet with a link back to the Web site they visited. It really is instant sharing, and that does great things in terms of visibility for your Web site and your content.
These aren’t all of the tools that are available for integrating Twitter into your Web site, because there are more and more popping up all the time.
This information is a first step to awareness about some of the most basic tools out there, because the simple ones are often the most effective. The right combination of Web site design and social media marketing integration helps improve the number of followers you have and the amount of interest generated for your Web site. Happy Tweeting.
About the author: Jeff McEachron, VP of Internet Operations for Henry Russell Bruce, a 36 year old strategic marketing and Internet marketing firm (http://www.hrb-ideas.com) with offices in Davenport and Cedar Rapids. He can be reached at 800-728-2656 or jmceachron@hrb-ideas.com.
Saturday, October 17, 2009
Can You Afford to Make a $10,000 Marketing Mistake?
Research Can Save You Marketing Dollars
The great unknowns, in marketing as in life, can cost you big time. Research can help you make an informed decision, whether you are trying to learn about customer satisfaction, customer loyalty, products, markets or competitors. Insights developed through research drive good decision making. Companies can save millions by changing how they view research. Research is a valuable investment not a necessary evil. And finding the right research partner is the first and most critical step.
Research, properly developed and executed, is a tool that can help you grow your brand and your company – and help you avoid costly business mistakes in the process.
When should a company do research?
There are a number of motivating factors for a company to invest in research. Some of the most common applications for research are: customer satisfaction surveys, market share and competitive analysis and new market or product launches. Research is also the backbone for brand identification and creating messages that will resonate with target audiences.
Why should a company do research?
A company should do research because is financially prudent, and to develop business or market intelligence upon which to act or make decisions. In most cases investing in research is far more cost effective than making a marketing mistake. Rarely does a company or a product get a second chance.
Everyone is familiar with the book of research results sitting on the shelf, which someone may have thumbed through but did nothing with. How can companies avoid wasting its research investments?
To die-hard researchers, that is one of the saddest realities of the business. It is almost painful to watch a company invest in research and then apply it half-heartedly or not at all. That's why working with a marketing communications company as partners leading your research efforts is imperative. They will help guide you to applying the research and maximizing its value.
What are the three biggest advantages to research?
There are numerous advantages to investing in research, so the answer is somewhat dependent on the motivating factors for doing the research. However, there are some commonalities for conducting research: to better understand your market, to learn how to engage with your target audiences both through pinpoint messages and tactics for delivering that message, and to measure customer satisfaction and loyalty.
What three things should companies do to maximize the success of their research projects?
First companies would ideally invest in an objective third party research partner. Second, to view research as a critical component of their overall marketing communications plans and future results. Third, companies should involve key decision makers as part of the decision to invest in research. This helps to ensure that the results are adopted and implemented - that you are getting the value from the investment.
What types of research does HRB provide?
On behalf of our clients we research customers, non-customers, prospects and employees. We conduct competitive analysis, product testing and market research. We test electronic, print and online advertising. We’re on the cutting edge with Web usability testing. We also utilize secondary research such as psychographics and demographics to supplement primary research.
Have HRB clients actually saved substantial sums by investing in research?
Yes. We were asked by an out of state healthcare organization to research the construction of a new clinic outside its primary metro area. The organization was poised to spend several million dollars to build and staff the facility. It wanted to do market research to see if the local residents would use it. Our research clearly showed that local residents would not use the clinic, and it was not built, saving the organization an estimated $2 million investment in a facility that would not have been used.
What companies has HRB and our research team conducted for?
We have conducted research in a number of industries: healthcare, retail, banking, engineering, universities, manufacturing and other special interests.
What is the difference between qualitative and quantitative research?
Qualitative research such as focus groups, in-depth one-one interviews and Web site usability testing are utilized to draw out how the audiences connect with the company, product or ads. We choose to draw upon quantitative research techniques such as telephone, online and mail surveys when statistically projectable measurements are desired. Image and perception and customer satisfaction studies are typical applications for quantitative research.
What are the steps in a research project?
The first step is to clearly identify what the goals are for the research starting with what do we want to find out and why do we want to know more? Then, second, moving on to how will we use the research? Once these questions have been answered then basic questions can be answered like who to research and how. Once the methodology and target audiences have been identified then the survey or research instrument is developed. Oftentimes, the tool is tested before it goes out in the field. Then there is the actual fielding of the research followed by tabulating and analyzing the results and summarizing the findings. Finally, there is the implementation of the findings, which might manifest itself in various ways such as creating a brand position, launching a product, kicking off a campaign or posting a new Web site.
How do you start a research project?
Put simply, you start by identifying your goals – why and what you want to know more about the subject to be researched and partnering with a research expert that can drill down into your research and bring it to life.
When is the best time to do research?
Obviously, at HRB, we believe in the value of research and on a daily basis we’re incorporating research into our clients marketing communications plans. Yet, there is another valuable point to be made about when companies should invest in research—that is now. In a down economy companies should turn to research to help make decisions that will not only be smarter and more relevant, but also position the company to increase market share as the economy recovers. Oftentimes, companies aren’t as busy during a down market and have the time to focus their research efforts.
Jim Thebeau is CEO of Henry Russell Bruce, a strategic marketing firm with offices in Cedar Rapids and Davenport, Iowa. HRB has performed research for a number of companies and organizations, including the American Rental Association, KJWW Engineering, RK Dixon, Mercy Medical Center, Waldorf College, the University of Iowa, Trinity Healthcare, VenueWorks, Modern Woodmen of America and dozens of other leading companies. Thebeau can be reached at 319-298-0242 or at jthebeau@hrb-ideas.com. To learn more about research, visit www.hrb-ideas.com/research.
Jim Thebeau
jthebeau@hrb-ideas.com
800-728-2656
The great unknowns, in marketing as in life, can cost you big time. Research can help you make an informed decision, whether you are trying to learn about customer satisfaction, customer loyalty, products, markets or competitors. Insights developed through research drive good decision making. Companies can save millions by changing how they view research. Research is a valuable investment not a necessary evil. And finding the right research partner is the first and most critical step.
Research, properly developed and executed, is a tool that can help you grow your brand and your company – and help you avoid costly business mistakes in the process.
When should a company do research?
There are a number of motivating factors for a company to invest in research. Some of the most common applications for research are: customer satisfaction surveys, market share and competitive analysis and new market or product launches. Research is also the backbone for brand identification and creating messages that will resonate with target audiences.
Why should a company do research?
A company should do research because is financially prudent, and to develop business or market intelligence upon which to act or make decisions. In most cases investing in research is far more cost effective than making a marketing mistake. Rarely does a company or a product get a second chance.
Everyone is familiar with the book of research results sitting on the shelf, which someone may have thumbed through but did nothing with. How can companies avoid wasting its research investments?
To die-hard researchers, that is one of the saddest realities of the business. It is almost painful to watch a company invest in research and then apply it half-heartedly or not at all. That's why working with a marketing communications company as partners leading your research efforts is imperative. They will help guide you to applying the research and maximizing its value.
What are the three biggest advantages to research?
There are numerous advantages to investing in research, so the answer is somewhat dependent on the motivating factors for doing the research. However, there are some commonalities for conducting research: to better understand your market, to learn how to engage with your target audiences both through pinpoint messages and tactics for delivering that message, and to measure customer satisfaction and loyalty.
What three things should companies do to maximize the success of their research projects?
First companies would ideally invest in an objective third party research partner. Second, to view research as a critical component of their overall marketing communications plans and future results. Third, companies should involve key decision makers as part of the decision to invest in research. This helps to ensure that the results are adopted and implemented - that you are getting the value from the investment.
What types of research does HRB provide?
On behalf of our clients we research customers, non-customers, prospects and employees. We conduct competitive analysis, product testing and market research. We test electronic, print and online advertising. We’re on the cutting edge with Web usability testing. We also utilize secondary research such as psychographics and demographics to supplement primary research.
Have HRB clients actually saved substantial sums by investing in research?
Yes. We were asked by an out of state healthcare organization to research the construction of a new clinic outside its primary metro area. The organization was poised to spend several million dollars to build and staff the facility. It wanted to do market research to see if the local residents would use it. Our research clearly showed that local residents would not use the clinic, and it was not built, saving the organization an estimated $2 million investment in a facility that would not have been used.
What companies has HRB and our research team conducted for?
We have conducted research in a number of industries: healthcare, retail, banking, engineering, universities, manufacturing and other special interests.
What is the difference between qualitative and quantitative research?
Qualitative research such as focus groups, in-depth one-one interviews and Web site usability testing are utilized to draw out how the audiences connect with the company, product or ads. We choose to draw upon quantitative research techniques such as telephone, online and mail surveys when statistically projectable measurements are desired. Image and perception and customer satisfaction studies are typical applications for quantitative research.
What are the steps in a research project?
The first step is to clearly identify what the goals are for the research starting with what do we want to find out and why do we want to know more? Then, second, moving on to how will we use the research? Once these questions have been answered then basic questions can be answered like who to research and how. Once the methodology and target audiences have been identified then the survey or research instrument is developed. Oftentimes, the tool is tested before it goes out in the field. Then there is the actual fielding of the research followed by tabulating and analyzing the results and summarizing the findings. Finally, there is the implementation of the findings, which might manifest itself in various ways such as creating a brand position, launching a product, kicking off a campaign or posting a new Web site.
How do you start a research project?
Put simply, you start by identifying your goals – why and what you want to know more about the subject to be researched and partnering with a research expert that can drill down into your research and bring it to life.
When is the best time to do research?
Obviously, at HRB, we believe in the value of research and on a daily basis we’re incorporating research into our clients marketing communications plans. Yet, there is another valuable point to be made about when companies should invest in research—that is now. In a down economy companies should turn to research to help make decisions that will not only be smarter and more relevant, but also position the company to increase market share as the economy recovers. Oftentimes, companies aren’t as busy during a down market and have the time to focus their research efforts.
Jim Thebeau is CEO of Henry Russell Bruce, a strategic marketing firm with offices in Cedar Rapids and Davenport, Iowa. HRB has performed research for a number of companies and organizations, including the American Rental Association, KJWW Engineering, RK Dixon, Mercy Medical Center, Waldorf College, the University of Iowa, Trinity Healthcare, VenueWorks, Modern Woodmen of America and dozens of other leading companies. Thebeau can be reached at 319-298-0242 or at jthebeau@hrb-ideas.com. To learn more about research, visit www.hrb-ideas.com/research.
Jim Thebeau
jthebeau@hrb-ideas.com
800-728-2656
Friday, October 9, 2009
Winning New Business Isn't for Geeks - Necessarily
During our recent new business presentations to potential marketing, brand, design and Web clients, we found something interesting. While HRB is strong on experience and expertise in the traditional agency sense, we've found that our ability to discuss and explain new Web technologies and social media strategies have been a big plus. That has made a positive impression on prospects and clients alike. We'd become a little geeky.
Until very recently HRB had been a very traditional ad agency and marketing firm, dating back to its founding in 1973. Then, about six months ago, we purchased the Internet Marketing Group, a Web design, development and optimization company. That action gave HRB instant expertise and credibility in an area that we had just dabbled in in the past, and not in a fully successfully way.
As we started interjecting this new marketing capability into our presentations, we found that the true technology expertise and how it supported the client's marketing efforts, were taken very seriously. We had added a powerful new tool into the marketing mix for our clients.
I understand this is nothing new in the agency world and has been going on for the past several years. But for a small 16 person agency that struggled to find its footing in recent years, the introduction of true Web, Interactive and social media expertise into the marketing mix for our clients has been a wonderful thing.
The morale of my story: Geeks Matter in marketing our company and helping our clients. And I say that with all due respect to my friends who understand, explain and implement technologies for marketing purposes for our clients. You know who you are.
Jim Thebeau
CEO, Henry Russell Bruce
800-728-2656
jthebeau@hrb-ideas.com
Until very recently HRB had been a very traditional ad agency and marketing firm, dating back to its founding in 1973. Then, about six months ago, we purchased the Internet Marketing Group, a Web design, development and optimization company. That action gave HRB instant expertise and credibility in an area that we had just dabbled in in the past, and not in a fully successfully way.
As we started interjecting this new marketing capability into our presentations, we found that the true technology expertise and how it supported the client's marketing efforts, were taken very seriously. We had added a powerful new tool into the marketing mix for our clients.
I understand this is nothing new in the agency world and has been going on for the past several years. But for a small 16 person agency that struggled to find its footing in recent years, the introduction of true Web, Interactive and social media expertise into the marketing mix for our clients has been a wonderful thing.
The morale of my story: Geeks Matter in marketing our company and helping our clients. And I say that with all due respect to my friends who understand, explain and implement technologies for marketing purposes for our clients. You know who you are.
Jim Thebeau
CEO, Henry Russell Bruce
800-728-2656
jthebeau@hrb-ideas.com
Sunday, September 20, 2009
Marketing Secrets
What do you believe, given the following two choices: Marketing is a relatively simple business activity. Or, Marketing is a highly complex science to be performed only by experts?
I believe the real truth lies somewhere in the middle.
For example, anyone can develop a post card, direct mail or email and send it out. Companies and organizations do it all the time. They do it with internal staff or with outside help. That's the simple part.
The complexity comes into play when considering: who is receiving the message, what is the message, how is the message packaged, what is the offer and what is the follow-up, if any.
Think about some of the direct marketing you have received. Were these essential ingredients properly integrated and did they convey the right message? Did you feel the offer was directed at you and was it appropriate for you? Did it offer you an appropriate next step to learn more or to buy something?
Marketing as an activity should be relatively simple, so it can be repeated over and over again. The complexity comes in getting the details right.
But no matter what, marketing should remain an ongoing activity. It can take breaks, but successful businesses know it must be out there on a regular basis to produce the desired results.
Stop and start marketing can do more harm than good.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
I believe the real truth lies somewhere in the middle.
For example, anyone can develop a post card, direct mail or email and send it out. Companies and organizations do it all the time. They do it with internal staff or with outside help. That's the simple part.
The complexity comes into play when considering: who is receiving the message, what is the message, how is the message packaged, what is the offer and what is the follow-up, if any.
Think about some of the direct marketing you have received. Were these essential ingredients properly integrated and did they convey the right message? Did you feel the offer was directed at you and was it appropriate for you? Did it offer you an appropriate next step to learn more or to buy something?
Marketing as an activity should be relatively simple, so it can be repeated over and over again. The complexity comes in getting the details right.
But no matter what, marketing should remain an ongoing activity. It can take breaks, but successful businesses know it must be out there on a regular basis to produce the desired results.
Stop and start marketing can do more harm than good.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
Saturday, August 29, 2009
How I Offended Former Cricket Star - A Fun Read and Blogging Lesson
I'm interesting in learning how to improve my blogging skills and read a lot of blogs. I came across the blog below and thought it held a great lesson on actually planning blog content. The Five P's outlined by Pamela Wlson in her post is both entertaining and educational. As a former journalist, I believe she is providing some great content on focusing a blog. Thank you Pamela.
How I Offended Former Australian Cricket Captain Allan Border… and Why that Makes me a Better Blogger Today
Pamela Wilson
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
How I Offended Former Australian Cricket Captain Allan Border… and Why that Makes me a Better Blogger Today
Pamela Wilson
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
Sunday, April 19, 2009
Do you track your Web metrics?
The first step to building a successful Web site is to track the metrics - who is visiting, where are they coming from, what are they looking at on your site, how much time do they spend on your site?
You can use Google Metrics, which is a free service provided by Google, or another metric tracking software.
The next step is to start the search for the Google ranking of your Web site based on your key words and the site content.
You can even run a search to see what key words turn up on your site - either planned or unplanned.
Basically, you can plan your march to better Web site ratings and improved visibility if you know what to do and how to do it.
Since merging the Internet Marketing Group into HRB, we have experts who can improve your Internet marketing capabilities - on an ongoing basis. On the Web, there is no longer a fix and forget approach. There is the fix and constantly monitor, tweak and enhance approach. And, adding social media to the mix only makes your efforts move valuable.
Jim Thebeau
Partner, HRB
You can use Google Metrics, which is a free service provided by Google, or another metric tracking software.
The next step is to start the search for the Google ranking of your Web site based on your key words and the site content.
You can even run a search to see what key words turn up on your site - either planned or unplanned.
Basically, you can plan your march to better Web site ratings and improved visibility if you know what to do and how to do it.
Since merging the Internet Marketing Group into HRB, we have experts who can improve your Internet marketing capabilities - on an ongoing basis. On the Web, there is no longer a fix and forget approach. There is the fix and constantly monitor, tweak and enhance approach. And, adding social media to the mix only makes your efforts move valuable.
Jim Thebeau
Partner, HRB
Friday, April 10, 2009
Public Relations produces in down economy
Want to continue to generate awareness of our product or company while cutting your advertising or marketing budget. Try public relations. Not only is is a lot less expensive than advertising, the media coverage it generates is 3 to 5 times more credible than advertising. And, by reaching out to the media in a targeted way, you can reach a brand new audience for your messages - through print and broadcast media, via blogs and Web sites - so a whole new group of people will read about you.
Try these simple steps:
1. Develop a media list of the media most likely to cover your type of business - local newspapers and business journals, or trade publications, Web sites and bloggers;
2. Create simple news releases about a new product, a new client, a new trend in your industry, remembering to include the traditional who, what, when, why and how information. Make sure it's something people want to read about, not just a company or product promotion. And, include benefits of this news to the reader.
3. If you can send out your releases electronically, optimize the release by inserting embedded links that provide direct links to more details on information contained in the release.
4. Get copies of anything that appears anywhere. And, you can set up a Google News Alert to track most anything that appears in the media on your products or company as a result of your releases.
5. Keep sending out releases on a regular basis, perhaps once a month. Like any kind of promotion, it is the steady and ongoing mentions in the media that keep your company top of mind.
Jim Thebeau
Partner
Henry Russell Bruce
Try these simple steps:
1. Develop a media list of the media most likely to cover your type of business - local newspapers and business journals, or trade publications, Web sites and bloggers;
2. Create simple news releases about a new product, a new client, a new trend in your industry, remembering to include the traditional who, what, when, why and how information. Make sure it's something people want to read about, not just a company or product promotion. And, include benefits of this news to the reader.
3. If you can send out your releases electronically, optimize the release by inserting embedded links that provide direct links to more details on information contained in the release.
4. Get copies of anything that appears anywhere. And, you can set up a Google News Alert to track most anything that appears in the media on your products or company as a result of your releases.
5. Keep sending out releases on a regular basis, perhaps once a month. Like any kind of promotion, it is the steady and ongoing mentions in the media that keep your company top of mind.
Jim Thebeau
Partner
Henry Russell Bruce
Saturday, March 7, 2009
Can You Afford to be Wrong?
Great marketing starts with insights. And great insights start with research.
Do you know what your customers think? Do you know why they are buying from you? Do you know how close they are to moving their business to your competitor?
Sometimes customers leave because they find a better price somewhere else or because they have had a bad experience with your company. Perhaps it was a lack of follow though, perhaps it was a thoughtless comment by an employee, or perhaps because you had not fully engaged with your customers.
Clients come to us for customer, market and product research so they avoid making a costly mistake. One of our clients avoided a $3 million mistake by simply doing some market research before taking action.
How do you start a research project? Start with a few simple goals such as - What do I want to learn, Who will I survey and What will I do with the survey results?
In today's jittery marketplace it's more important than ever to know than to guess.
Jim Thebeau
Subscribe
Do you know what your customers think? Do you know why they are buying from you? Do you know how close they are to moving their business to your competitor?
Sometimes customers leave because they find a better price somewhere else or because they have had a bad experience with your company. Perhaps it was a lack of follow though, perhaps it was a thoughtless comment by an employee, or perhaps because you had not fully engaged with your customers.
Clients come to us for customer, market and product research so they avoid making a costly mistake. One of our clients avoided a $3 million mistake by simply doing some market research before taking action.
How do you start a research project? Start with a few simple goals such as - What do I want to learn, Who will I survey and What will I do with the survey results?
In today's jittery marketplace it's more important than ever to know than to guess.
Jim Thebeau
Subscribe
Harnessing the Power of the Web
When it comes to the Web, expectations are higher than ever. If we can’t find what we’re looking for in 8 seconds or less, we leave the Web site and often don’t return. Some people refer to this as the “Internet Death Penalty.”
That’s why it’s so important to connect with your customers on the Web. And while it’s a powerful tool, it’s also constantly changing. That’s why you need someone who can stay on top of all the changes. We believe Web sites are both your business card to the world and that they need to be lovingly cared for and tweaked on a daily, weekly or monthly basis.
Our goal is to create a sophisticated Web presence that connects with your customers and gives them the information they’re looking for. The end result is that we help you make money online.
Jim Thebeau
That’s why it’s so important to connect with your customers on the Web. And while it’s a powerful tool, it’s also constantly changing. That’s why you need someone who can stay on top of all the changes. We believe Web sites are both your business card to the world and that they need to be lovingly cared for and tweaked on a daily, weekly or monthly basis.
Our goal is to create a sophisticated Web presence that connects with your customers and gives them the information they’re looking for. The end result is that we help you make money online.
Jim Thebeau
Stand Out
Ever selected a product that is more expensive compared to a similar one sitting right next to it? Ever wonder why you do that?
It’s because you have got an emotional connection with the brand. It takes unique insights about your customers to build those kinds of brands. And talented people who know how to utilize those insights.
We use a proprietary process called the HRB BrandPlan™ to build strong brands. The process includes research, brand building, repositioning, management and communication. It also features workshops and seminars to educate your staff on how to “live” your brand.
How do you get started down the path toward Standing Out? Do a brand audit that shows you where you stand.
Jim Thebeau
It’s because you have got an emotional connection with the brand. It takes unique insights about your customers to build those kinds of brands. And talented people who know how to utilize those insights.
We use a proprietary process called the HRB BrandPlan™ to build strong brands. The process includes research, brand building, repositioning, management and communication. It also features workshops and seminars to educate your staff on how to “live” your brand.
How do you get started down the path toward Standing Out? Do a brand audit that shows you where you stand.
Jim Thebeau
Monday, March 2, 2009
Time for Spring and a New World
It's just starting to warm up in the Midwest. Only 45 days till golf season here and I can't wait. Golf with friends is such a great release. It's outside in the sun and longer than a movie in a dark building.
As we enter a new world with a troubled economy that many of us have not seen in our lifetime, it it important to keep a positive attitude. I set goals and work toward them. That helps keep me focused and on track. Another thing we work on at HRB now is delegation of responsibility to employees who can take on a challenge and run with it. Trusting others to help build the company also makes it stronger. Their involvement, ideas and energy make us better every day.
Even in an economy with 8 percent unemployment, that means that more than 90 percent are still employed. There are a lot of companies doing well now and the key is finding them and building a relationship.
Jim Thebeau
As we enter a new world with a troubled economy that many of us have not seen in our lifetime, it it important to keep a positive attitude. I set goals and work toward them. That helps keep me focused and on track. Another thing we work on at HRB now is delegation of responsibility to employees who can take on a challenge and run with it. Trusting others to help build the company also makes it stronger. Their involvement, ideas and energy make us better every day.
Even in an economy with 8 percent unemployment, that means that more than 90 percent are still employed. There are a lot of companies doing well now and the key is finding them and building a relationship.
Jim Thebeau
Sunday, February 22, 2009
My Friend is Gone
My good friend and partner, Brian Carr, the president of HRB, died Saturday night around 10 pm following complications from a stroke. We will miss him and his positive, uplifting attitude immensely. We pray for his wife, Linda, and all his family.
Jim Thebeau
Jim Thebeau
Sunday, February 15, 2009
Follow Brian Carr health updates on Care Pages
We are turning over the updates on Brian Carr's condition to his wife Linda and the Care Page she has set up for him at the UIHC.
Go to this URL to register for updates and to leave comments.
www.carepages.com
When you're registered, go can either go to
www.carepages.com/carepages/briancarr
or type Brian Carr into the search window.
We'll be going back to regular HRB posts on this blog.
Jim Thebeau
(319) 298-0242
Go to this URL to register for updates and to leave comments.
www.carepages.com
When you're registered, go can either go to
www.carepages.com/carepages/briancarr
or type Brian Carr into the search window.
We'll be going back to regular HRB posts on this blog.
Jim Thebeau
(319) 298-0242
Saturday, February 14, 2009
Update on Brian
Steve and I visited Brian and his family this morning at the University of Iowa Hospitals and Clinics. Brian is still heavily sedated and was asleep when we were there, since the doctors want him to rest and heal.
We learned that the surgeons removed a blood clot from his brain. We won't know for at least another 24 hours how the surgery and stroke will affect him.
His family shared an optimistic outlook with us and knows there will probably be some rehabilitation involved.
Brian's wife Linda expressed gratitude for all the prayers and good wishes we have passed along from the HRB staff, friends and business colleagues.
If you would like to send the family a message, please click on the comments link below and enter your thoughts. We'll pass them along to the family.
We'll continue to provide updates as frequently as we receive them.
If you have messages for Steve or me, please use the comments link below or contact us by email or phone.
Jim Thebeau and Steve Erickson
Partners, HRB
(319) 298-0242
We learned that the surgeons removed a blood clot from his brain. We won't know for at least another 24 hours how the surgery and stroke will affect him.
His family shared an optimistic outlook with us and knows there will probably be some rehabilitation involved.
Brian's wife Linda expressed gratitude for all the prayers and good wishes we have passed along from the HRB staff, friends and business colleagues.
If you would like to send the family a message, please click on the comments link below and enter your thoughts. We'll pass them along to the family.
We'll continue to provide updates as frequently as we receive them.
If you have messages for Steve or me, please use the comments link below or contact us by email or phone.
Jim Thebeau and Steve Erickson
Partners, HRB
(319) 298-0242
Friday, February 13, 2009
Brian update
After speaking with Brian's wife Linda this afternoon, it appears that his condition has not changed much since yesterday. He has been sleeping quite a bit, as you might expect after such major surgery. They are trying to stabilize his blood pressure, which apparently has been going up and down, with medication.
They really don't expect to know much more about the effects of the stroke for at least another 48 hours.
Steve and I are going down to visit Brian and his family Saturday morning at the University of Iowa Hospital and Clinics. And, we'll report back after that visit.
Visiting hours in neurology ICU are from 9 am to 1 pm, 3 pm to 6:30 pm and 9 pm to 10:30 pm.
Please submit comments and thoughts that we can share with Brian's family.
Thanks for all of your prayers and best wishes for Brian. He and his family appreciate them very much.
Jim Thebeau
Partner, HRB
jthebeau@hrb-ideas.com
www.hrb-ideas.com
They really don't expect to know much more about the effects of the stroke for at least another 48 hours.
Steve and I are going down to visit Brian and his family Saturday morning at the University of Iowa Hospital and Clinics. And, we'll report back after that visit.
Visiting hours in neurology ICU are from 9 am to 1 pm, 3 pm to 6:30 pm and 9 pm to 10:30 pm.
Please submit comments and thoughts that we can share with Brian's family.
Thanks for all of your prayers and best wishes for Brian. He and his family appreciate them very much.
Jim Thebeau
Partner, HRB
jthebeau@hrb-ideas.com
www.hrb-ideas.com
Brian Carr update
We are hoping to post an update on Brian's condition this afternoon after we speak to his family. Please sign up for the RSS feed to have updates automatically sent to you. You may receive some of our other posts between condition reports on Brian, but this is the best place to follow his condition for now.
Jim Thebeau
Partner, HRB
jthebeau@hrb-ideas.com
Jim Thebeau
Partner, HRB
jthebeau@hrb-ideas.com
We're missing our friend and partner Brian Carr
Brian Carr, the president of HRB, underwent brain surgery on Thursday, February 12, 2008, at the University of Iowa Hospital and Clinics following a stroke and bleeding on the brain. His wife, Linda, found him unconscious at home and he was rushed to the hospital.
His surgeons say it will be at least 72 hours following surgery before they will know the impact of the stroke on Brian's body. We are all praying for a quick and complete recovery.
This was devastating news for our HRB family, and especially so for my partner Steve Erickson and me. The three of us have weathered the bad times and the good times as a team. That includes the terrible flood in June that destroyed our offices and forced us to relocate to space kindly made available by our friends at Fastek International. We just started our rebuilding effort so we can move back into our own offices.
We believe that Brian's upbeat and enthusiastic attitude will carry him through this.
He is surrounded by his loving family.
We will update this blog each time we have news on Brian's condition. You can sign up for the RSS feed to have the updates sent to your email account, or check in here on a regular basis.
If you would like to post a message for Brian and his family, click on comments below. We'll make sure his family receives your message as quickly as possible.
Steve Erickson and Jim Thebeau
Partners, HRB
jthebeau@hrb-ideas.com
serickson@hrb-ideas.com
www.hrb-ideas.com
319-298-0242
His surgeons say it will be at least 72 hours following surgery before they will know the impact of the stroke on Brian's body. We are all praying for a quick and complete recovery.
This was devastating news for our HRB family, and especially so for my partner Steve Erickson and me. The three of us have weathered the bad times and the good times as a team. That includes the terrible flood in June that destroyed our offices and forced us to relocate to space kindly made available by our friends at Fastek International. We just started our rebuilding effort so we can move back into our own offices.
We believe that Brian's upbeat and enthusiastic attitude will carry him through this.
He is surrounded by his loving family.
We will update this blog each time we have news on Brian's condition. You can sign up for the RSS feed to have the updates sent to your email account, or check in here on a regular basis.
If you would like to post a message for Brian and his family, click on comments below. We'll make sure his family receives your message as quickly as possible.
Steve Erickson and Jim Thebeau
Partners, HRB
jthebeau@hrb-ideas.com
serickson@hrb-ideas.com
www.hrb-ideas.com
319-298-0242
Wednesday, January 28, 2009
What Blogs and Podcasts Are You Following?
The more I learn about new media and its applications for Henry Russell Bruce and its clients, the more bloggers and podcasters I seem to follow, though adding and deleting from the list is an ongoing process. Most of us don't have the time to read 15 or 20 blogs or listen to multiple a day and still get all our work done. So, I've tried to keep it at about a half dozen so I can spend 10 or 15 minutes a day following them.
A few of my favorites are:
Chris Brogan (blog, with occasional videos)
The Hobson & Holtz Report (blog and podcast)
Seth Godin (blog)
GrokDotCom (blog and podcast)
If you give them a read (or a listen), I promise you'll learn something.
Jim Thebeau
jthebeau@hrb-ideas.com
www.hrb-ideas.com
A few of my favorites are:
Chris Brogan (blog, with occasional videos)
The Hobson & Holtz Report (blog and podcast)
Seth Godin (blog)
GrokDotCom (blog and podcast)
If you give them a read (or a listen), I promise you'll learn something.
Jim Thebeau
jthebeau@hrb-ideas.com
www.hrb-ideas.com
Branding Through Your Web Site
I met with a client today to discuss development of a new Web site. The client knew he needed help with both his site and his marketing. When told his site had a multitude of issues, including a lack of searchable content that search engines could not index, he expressed surprise.
On a regular basis, we encounter clients and prospects who do not understand how quickly the Web and search engines are changing. Because we deal with the Web and its myriad components every day, we can help produce a positive impact for those clients relatively quickly. Our goal is more and more to brand companies through their Web sites, since that is their business card to the world that is available 24/7.
Are you branding your organization through your Web site? How else are you branding your company?
Jim Thebeau
jthebeau@hrb-ideas.com
www.hrb-ideas.com
On a regular basis, we encounter clients and prospects who do not understand how quickly the Web and search engines are changing. Because we deal with the Web and its myriad components every day, we can help produce a positive impact for those clients relatively quickly. Our goal is more and more to brand companies through their Web sites, since that is their business card to the world that is available 24/7.
Are you branding your organization through your Web site? How else are you branding your company?
Jim Thebeau
jthebeau@hrb-ideas.com
www.hrb-ideas.com
Thursday, January 15, 2009
Time to look to the Future
So 2008 has come to an end. Though the news in 2009 is not good, it's time to start using the power of positive thinking and action. Let's dig out of this situation by doing just one small positive thing, like donating to the local food bank. It may just be talking in a positive way about our country, our friends and our neighbors. It may just be sporting a smile more often and lifting the spirits of others. The power of positive actions is a strong medicine that boosts us all. Do something nice for someone and do it with a smile.
Jim Thebeau
jthebeau@hrb-ideas.com
Jim Thebeau
jthebeau@hrb-ideas.com
Positive Thoughts
Happy thoughts for 2009. Do something positive for someone and do it with a smile.
Jim Thebeau
jthebeau@hrb-ideas.com
Jim Thebeau
jthebeau@hrb-ideas.com
Thursday, January 1, 2009
Seth Godin is right about New Year's
In his January 1, 2009 blog post, Seth is no big fan of New Year's and the wild celebrations. I agree. It was fun when I was 20, but not so much now. It's more fun to stay at home and watch a movie with my wife. No drinking and driving, no overeating and regretting it the next day. Plus Seth, author of the recent audio book Tribes, goes on to say that we should look toward the new year and take a leadership role - not a following role. Good advice from a marketer I admire.
Jim Thebeau
Jthebeau@hrb-ideas.com
Jim Thebeau
Jthebeau@hrb-ideas.com
Subscribe to:
Posts (Atom)
Posts
