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
Tuesday, December 8, 2009
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
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