Seven Ways to Get People to Listen - Part Two

Friday, January 27, 2012 by Larry Rondeau

The Magnetic Middle

How can you get people to listen to the facts?  What can move them to action?  Previous blog posts showed why some resist or ignore factual evidence that contradicts their viewpoint and gave some ways to combat that tendency.  Once you’ve opened the minds of colleagues, team members, customers and prospects, how can you best present the facts and gain their buy-in?  This has been the subject of considerable research and a number of effective methods have emerged.  One important communication strategy is:  recognize and make good use of the power of the “Magnetic Middle.”

When the Magnetic Middle works against you

The Sherif study at Columbia University found that when the facts were unclear and groups of people had to make a judgment call, they quickly arrived at a compromise position and then stuck to that opinion, even when asked individually a year later.  Participants actually substituted the group’s judgment for their own.  This and similar studies led researchers to coin the phrase, “the Magnetic Middle.”

This would be no problem if a board or committee was deciding where to go to lunch. We would hope when an important matter is on the table, people would study it carefully and form knowledgeable opinions.  Thankfully, that often occurs.  But studies cited by eminent social psychologist Dr. Elliot Aronson and others revealed that the more important the decision, the more likely we humans are to rely on the judgments of others

One researcher asked each member of a group to publicly state the answers to a series of questions. Several members of the group had secretly agreed beforehand to give the same wrong answers.  When the stakes were low actual subjects, who were not in on the subterfuge, agreed with the group’s incorrect responses to 35% of the questions.  When the stakes were high they substituted the crowd’s bad judgment for their own 51% of the time.

Thus, when presenting unfamiliar facts on an important issue to a board or committee, an executive will often find individual members eager to stick to their established beliefs (confirmation bias).  Additionally, the group opinion, once expressed, will be very hard to change.

Making the Magnetic Middle work for you

While people’s tendency to follow the group can go against you, it can work for you as well.  For instance, a VP of IT may find it easier to gain approval for a major software purchase if he/she points out, not only the reasons for selecting it, but a list of similar companies who have already done so. 

Rather than relying on an expert to convince staff members of the need and benefit of implementing a new procedure, communications psychology expert Robert Cialdini, PhD recommends that wise managers employ the strong influence of a coworker who has already used this method in another situation.  As their fellow worker and colleague, he or she can often sway their opinions in ways an outsider could not.

Showing affiliates, like independent insurance agents, that others just like them already participate in a new program can greatly increase their willingness to adopt it themselves.  One major pharmaceutical company’s head of training asked trainees to write down one thing they really liked about the workshop they attended.  He then printed many of these testimonials on large posters and asked new participants to review them to see what their colleagues had said about the program.  According to Dr. Cialdini and his coauthors, this trainer wrote:

I was a little skeptical at first about whether such a simple thing would work, but the impact was incredible…What was interesting was that this catalog of testimonials also helped me to influence senior managers to support future projects I was leading.

The urge to join our colleagues and friends in the Magnetic Middle can be powerful.  Wise executives and marketers can use it to great advantage in moving others to take needed action.

The Allied Group offers full service fulfillment programs as well as one to one communications and other marketing communications strategies and marketing support to the insurance, benefits and healthcare industries.

What's Trending 9

Friday, January 27, 2012 by David Speakman
Here we go again. Yahooooo! (by the way, does anything else besides beautiful women 'trend' on Yahoo? I swear, I did not make this up!)

Integrated Marketing Communications CampaignIntegrated Marketing Communications CampaignIntegrated Marketing Communications CampaignKatherine Heigl.
I guess she admitted on Monday that - at times -- she regrets having left "Grey's Anatomy. Hmm. As "admissions" go, I'm not sure that was the most revealing.

Jennifer Aniston. Jenny and boyfriend Justin Theroux are reportedly set to buy a home in Los Angeles' posh Bel-Air neighborhood. Well they say home ownership is the American dream!

Drew Barrymore. The star is newly engaged to art consultant Will Kopelman and says she chose her man wisely. The actress, who has weathered two marriages that ended in divorce, told ABC News that the third time is the charm: "He is a really good person. I'm proud of my choice with him." The 36-year-old is reportedly converting to Judaism for her fiance. Will they buy promotional products for the wedding? I wonder if Adam Sandler can squeeze her into his song this year?

Again, it's a good thing I challenged myself with this tough assignment. It's not easy to find pictures of beautiful women and come up with witty comments to complement their glamorous lifestyles. But I try. And, again, what does this have to do with building and implementing marketing communication strategies? I have to admit this time, absolutely nothing! But I'll continue to do it.

On a serious note, if you are ready to build a successful integrated marketing communications campaign and put some serious effort in to growing your business in 2012, you know how to get in touch with me! 

It's a New Year...Now What?

Thursday, January 26, 2012 by David Speakman
As 2012 comes in like a lamb, at least in the Northeast, the question is will it go out the same way? Or have we got some lion yet to come?
Marketing Communication Strategies

Forget about the resolutions, what are you going to do to make sure your roar is heard and you make your presence known in the marketplace? Building an integrated marketing communications campaign would be a great place to start! Sure it isn't as sexy as losing weight or maybe as altruistic as ending hunger or promoting world peace, but it's got one thing that those others don't: you can do it!

Any top direct marketing agency can talk about integrated marketing services or "multi-channel", or "cross-media", or whatever word or phrase you want to call it. At The Allied Group, we're uniquely positioned and qualified to build comprehensive acquisition programs. Rooted in tradition, The Allied Group has been building print campaigns for business development initiatives for over 60 years! Leveraging print with digital, social and mobile media has become our specialty.

If you truly are looking to accomplish big things in 2012 and are tired of the same old results since the economy tanked in 2008/09, we should talk. Marketing communication strategies are only as effective as your ability to get something out the door. 2012 is going to be about less talking and more doing! Are you going to be a lamb or a lion?    

Don't have Twitter Regret

Wednesday, January 25, 2012 by Melanie Mathews
 Many of us have been there. You tweet (or re-tweet) something maybe you shouldn't have or maybe you even went as far as created a Twitter campaign that ended up backfiring - seriously backfiring. 

In a recent campaign by McDonald's to draw attention to their commitment to freshness a request for feed back backfired when customers started tweeting very negative and unfortunate experiences with McDonald's. Their marketing communication strategies seemed to be not well thought out in this instance. 

The moral of my story here is that you have to be careful with your social media strategies and with marketing as a whole. If you are in the type of business that deals with the consumer like McDonald's or something to that effect then you definitely want to think about the effects of any social strategy. 

The right integrated marketing communications campaign can really take your reach to the next level but of course as seen with McDonald's, the wrong strategy can wreak havoc. 

For more information on marketing and sales support and how Allied can help with your marketing and fulfillment needs, contact us



Facebook Facts



For some interesting facts on Facebook & Social Networking 
download a copy of "20 Facebook and Social Networking Facts You Might Not (but need to) Know"






Source: Business Insider

Abandon Ship? Abandon Marketing? Two Bad Ideas!

Monday, January 23, 2012 by Steve Condon
sunken shipThe luxury cruise ship Costa Concordia ran aground off a Tuscan Island the other week - no doubt a major story as lives were lost and the lives of over 4000 passengers were in jeopardy. However the offshoot of this story has been the behavior of the ship's captain Francesco Schettino. 

The captain has been accused of abandoning his ship while there were passengers still on-board. In addition to this being a major "no-no" in the maritime world (remember the captain always goes down with his ship), Schettino faces possible manslaughter charges, which could carry a sentence of 12 years in prison! Whatever news account you hear might be a different version but clearly the captain made a huge error in judgment when he abandoned his ship.

How does this relate to Marketing and Business Development Professional Services? It all relates wise decision making, good judgment and not abandoning your "marketing ship." Whatever role you play in your company's marketing effort, "abandoning ship" is not an option. If you are in a decision-making role, you are responsible for setting the right strategy; if you are not making the decisions, it is your role to follow the directives set forth my management. Either way, you have a role to fill!

As a strategic marketing consultancy, The Allied Group works with clients to help them understand what roles are and how people should fill them. When one person abandons their role, it does affect the whole marketing program (not unlike the behavior of Captain Schettino, who abandoned his role during a crucial time for the Costa Concordia).

Data Appending. Lead Generation. Redesigning Websites. Not everyone can be involved with all things but you owe it to yourself and the company to know what you have to do. As an example, on a personal level, it is not my job specifically to manage the CRM system; but I do have a role of maintaining my contacts and their information so our marketing team can adequately do their job.

Each of us has a job to do with Marketing; you don't need "Marketing" in your title to be aware of these efforts and act on them. 

How will you stay aware and not "abandon ship" when it comes to your company's marketing efforts?


 







Help Those with Opposing Viewpoints Listen to the Facts

Friday, January 20, 2012 by Larry Rondeau


“Why Won’t People Listen to Good Ideas?” discussed research showing that those with strongly ingrained views won't mentally process sound evidence presented by the other side. Is there anything we can do to encourage parents, students, colleagues or faculty to consider solid facts we raise?

First, it’s important to understand why many won’t listen. One reason became apparent in a series of studies starting in 1959. Eminent social psychologist Dr. Elliot Aronson explains that research began in a southern town deeply divided over racial segregation. Most today clearly recognize the evils of apartheid, but in 1959 it was a burning issue, particularly in the South. Researchers selected people with strong feelings for or against segregation. Then they presented a series of arguments on both sides of the issue. Some were plausible, others were lame. A survey on the points each recalled was telling. People remembered the logical arguments supporting their position and the illogical arguments that backed the opposing view.

A number of follow up studies produced similar results. The answer was clear. People ignored or quickly forgot points that might prove their opinion wrong. They focused on the opposition’s lame arguments because these strengthened their position. This phenomenon is called Confirmation Bias. Finding the right answer took a back seat to proving they were right. The highly respected Dr. Aronson explains:

During the past half-century, social psychologists have discovered that one of the most powerful determinants of human behavior stems from our need to preserve a stable, positive self-image. Most of us want to believe that we are reasonable, decent folks who make wise decisions, do not behave immorally and have integrity.

Thus, when confronted with factual information that might show us mistaken or foolish, we automatically tend to ignore or dismiss it, focusing instead on any piece of data that might prove us right.

One study found smokers who tried but failed to quit were least likely to recognize the dangers of smoking. Clearly, dismissing inconvenient facts can prove destructive to individuals and businesses. It’s important, then, to recognize that while those on the opposite side of an issue may ignore sound evidence, we too are fully capable of making that mistake.

Removing the blinders

First, we must realize that every party in a discussion, including us, may display confirmation bias. How can we combat it? One way is to remind ourselves that our willingness to honestly consider all evidence takes moral courage and strength, highly admirable traits. That realization may help us past the tendency to protect our ego by defending a position. Researcher Dr. David Myers recommends that senior managers require their staff members who present arguments to give one good reason why they could be wrong.

To help others avoid ignoring valid evidence, we can try a psychological technique called “labeling.” We could begin a discussion by praising our associates for the open-mindedness and fairness they’ve previously shown. This technique was used to great advantage by former Egyptian President Anwar Sadat. Communications psychology expert Robert Cialdini, PhD relates,

Before international negotiations began, Sadat would assure his bargaining opponents that they and the citizens of their country were widely known for their cooperativeness and fairness.

Did his technique work? Despite the notoriously entrenched positions in the Middle East, Sadat and former hard-liner Menachem Begin negotiated the only modern peace treaty between an Arab nation and Israel.  I rest my case.

The Allied Group is a marketing communications company providing integrated marketing communications programs and full service fulfillment services including Search, Stealth and Yield programs as well as publication design, printing and distribution to colleges and universities.

CRM Watchlist

Monday, January 16, 2012 by Melanie Mathews
Customer relationship managerI think I say the term 'CRM' maybe 250 times in a week. I have said it so often that I forget it's even an acronym for something. Over the last year we have discussed what customer relationship management means to Allied and what we need to do with that 'meaning' going forward. Overall it involves "using technology to organize, automate, and synchronize business processes... The overall goals are to find, attract, and acquire new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service..." - Wikipedia

This brought me to many an article on CRM vendors and it lead me to Paul Greenburg's CRM Watchlist. There were some surprises on there. A few I (admittedly) have never heard of. 

Regardless of who you decide to work with, having the right CRM strategy in place lends to play an important role in the success of all integrated marketing communications campaigns. It also will play a vital role in your company's marketing and sales support strategies. 

The Allied Group has been helping their clients reach their goals to attract, acquire and retain the right customers for years. Click here to learn more. 

Photo courtesy of: Danilo Rizzuti

Orange you glad I didn't say mauve?

Friday, January 13, 2012 by Colette Stall
Pantone swatch And the winner is ... ORANGE!  Yep, It's going to be a tangerine trees and marmalade skies kind of a year since Pantone picks orange as the top hue for 2012 - and not a moment too soon either.
(See below from 'Today Style'
):
                               - - - - - - -
The world doesn't need more gray, and the blues are covered, too. What consumers need is a jolt - a shot of energy and boldness, all of which comes from Tangerine Tango, the reddish-orange hue that Pantone has announced as its top color for 2012.

"
There's the element of encouragement with orange,  it's building on the ideas of courage and action - it's that we want to move on to better things. I think it would be a disservice to go with a relaxed, soothing color now," said Leatrice Eiseman, executive director of the Pantone Color Institute, the research division of Pantone Inc. which creates color standards every year.

“Sophisticated but at the same time dramatic and seductive, Tangerine Tango is an orange with a lot of depth to it,” said Eiseman,  “It marries the vivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy.”

"Consumer spending is a big player in reviving the economy and it needs adrenaline," said Eiseman. "Orange is a more urgent call to action than last year's hot-pink hue Honeysuckle, which was also supposed to channel cheerfulness coupled with nostalgia.

The annual forecast for 2012's dominant color takes into consideration what Pantone thinks shoppers want and need. Those are influenced by the designer runways, fabric shows, news events, pop culture and consumer habits. "Part of what we do is look at the zeitgeist," Eiseman explained. "We have to look at everything in the world around us. It's not an arbitrary choice."

"Color is really emotion," says Beth Eckerstrom, director of trend and product development at Crate and Barrel. "Everyone thinks it's a physical thing, but it's really emotion."
                                                               : - - - - - - - :
So there you have it. Don't forget to consider orange and The Allied Group as you plan your marketing and communication strategies for 2012. I know I'm ready for a little boldness, energy and a move toward warm and brighter things ... how about you?!

Helping Those with Opposing Viewpoints Listen to the Facts

Friday, January 13, 2012 by Larry Rondeau

“Why Won’t People Listen to Good Ideas?” discussed research showing that those with strongly ingrained views won't mentally process sound evidence presented by the other side. Is there anything we can do to encourage our colleagues to consider solid facts we raise?

First, it’s important to understand why many won’t listen. One reason became apparent in a series of studies starting in 1959. Eminent social psychologist Dr. Elliot Aronson explains that research began in a southern town deeply divided over racial segregation. Most today clearly recognize the evils of apartheid, but in 1959 it was a burning issue, particularly in the South. Researchers selected people with strong feelings for or against segregation. Then they presented a series of arguments on both sides of the issue. Some were plausible, others were lame.  A survey on the points each recalled was telling. People remembered the logical arguments supporting their position and the illogical arguments that backed the opposing view. 

A number of follow up studies produced similar results. The answer was clear.  People ignored or quickly forgot points that might prove their opinion wrong. They focused on the opposition’s lame arguments because these strengthened their position.  This phenomenon is called Confirmation Bias. Seeking the right answer took a back seat to proving they were right. The highly respected Dr. Aronson explains:

During the past half-century, social psychologists have discovered that one of the most powerful determinants of human behavior stems from our need to preserve a stable, positive self-image.  Most of us want to believe that we are reasonable, decent folks who make wise decisions, do not behave immorally and have integrity. 

Thus, when confronted with factual information that might show us mistaken or foolish, we automatically tend to ignore or dismiss it, focusing instead on any piece of data that might prove us right. 

One study found smokers who tried but failed to quit were least likely to recognize the dangers of smoking. Clearly, dismissing inconvenient facts can prove destructive to individuals and businesses. It’s important, then, to recognize that while those on the opposite side of an issue may ignore sound evidence, we too are fully capable of making that mistake.

Removing the blinders

First, we must realize that every party in a discussion, including us, may display confirmation bias. How can we combat it? One way is to remind ourselves that our willingness to honestly consider all evidence takes moral courage and strength, highly admirable traits. That realization may help us past the tendency to protect our ego by defending a position. Researcher Dr. David Myers recommends that senior managers require their staff members who present arguments to give one good reason why they could be wrong.

To help others avoid ignoring valid evidence, we can try a psychological technique called “labeling.” We could begin a discussion by praising our associates for the open-mindedness and fairness they’ve previously shown. This technique was used to great advantage by former Egyptian President Anwar Sadat. Communications psychology expert Robert Cialdini, PhD relates,

Before international negotiations began, Sadat would assure his bargaining opponents that they and the citizens of their country were widely known for their cooperativeness and fairness.

Did his technique work? Despite the notoriously entrenched positions in the Middle East, Sadat and former hard-liner Menachem Begin negotiated the only modern peace treaty between an Arab nation and Israel.  I rest my case.

The Allied Group is a marketing communications company providing marketing, marketing support and full service fulfillment services to the insurance, benefits administration and financial services industries.

Keep your regulars coming back...

Thursday, January 12, 2012 by Jenna Kenney

love coffee Well, I'm sure by now you have probably realized from my last post and now this one... I love starting my day with a nice cup of coffee.

So, I thought I would share an experience I had the other day. I pulled up to my local Starbucks drive through for the first time in months and the barista, Starbucks employee, who took my order sounded hurried. I thought it was a little odd given Starbucks has a brand identity of being laid back and focused on making good coffee and not necessarily of being in a hurry. Since there was no one behind me, I shrugged it off as they must have a big line inside.

Then as I was patiently waiting to pull up to the window the barista chatted it up with the car in front of me. I thought it was nice that she spent the time being personable with probably one of her regulars. When I did eventually pull up to the window, only 5 minutes later, I was greeted with a big smile and asked how I was doing. Then I was handed a free drink card for the next time I visited a Starbucks. Score! I'm definitely going to come here more often!

The next day I came across an
article that highlighted how Starbucks had strayed away from their typical ambient setting and was focusing on how to serve people faster. In doing this, they alienated some of their regular customers. Realizing their misstep of straying too far away from their brands core values, they asked their customers for help with the launch of a website, mystarbucksidea.com.

In launching this as part of an integrated marketing communications program, they gave their community a place to give the brand some feedback on what they are doing right & wrong, what coffee flavors they want them to bring back & different promotions they think Starbucks should offer, such as free coffee on election day and mini Starbucks cards.

Obviously - the barista who gave me the free coffee card has achieved the perfect balance the launch of the website was striving for. She realized she had rushed me and in doing so, had strayed away from their brand identity. To make up for it, she offered me a free drink. Starbucks found what their customers were looking for by using a personalized virtual place for people to give feedback and then strategized and implemented plans to keep their customers happy.

We can all take this into consideration when it comes to our daily interactions as marketing and sales support professionals. We don't need to be the one to provide the fastest or the cheapest quote. It is more important to have personal relationships with our clients by focusing on the one to one communication, finding out what's important to them and offering them a personalized experience with their marketing communications company that they don't receive anywhere else. 

Stick to your core brand values.  That's what keeps the regulars coming back.

2012...it's here

Wednesday, January 11, 2012 by Bob Clement


Another new year....What cliche shall I use? Perhaps a comment about how fast the years go by or maybe a list of new years resolutions that will be broken by February?

Instead, I believe the best course of action is to stick with something that has a history of success... so I am pleased to announce that The Allied Group will continue to innovate and be a thought-leader in our market space for 2012.

We have always tried to differentiate ourselves from the “traditional business model”. So... in that same spirit, I would like to introduce two new coming attractions in 2012 that add to our diverse line of products and services:

First: we are going to offer a completely integrated, multi-channel marketing solution which expands our value equation to include output and measurement of social media and mobile technology.

Second: we are launching a digital asset management solution which will help our clients with the all-important task of “protecting your brand”.

Obviously, much, much more needs to be said regarding these exciting concepts and we will get to explaining them over the coming weeks.

I simply want to introduce and perhaps make you curious. If you want to learn more ASAP, then contact us or give me a call directly (800-556-6310 x 3142).

In the meantime, thank you for your business and your support and best wishes for a happy, healthy and successful 2012.

Marketing Playoffs: Not One and Done

Tuesday, January 10, 2012 by Steve Condon
nfl playoffsFor those interested in pro football, you are at "peak season" for yourself - playoff time! For the next three weekends, the top teams in the NFL square off for the right to play in the Super Bowl first Sunday of February. This is the most intense time of the season for coaches, players, and, yes, the fans. Why the intensity? Because these games are all single elimination - you lose, your season is over - "One and Done" is a term often applied to these playoffs.

Fortunately your marketing does not have to be One and Done. The Allied Group defines marketing as "The combination of strategic plans and specific tactical actions done intentionally and consistently to influence the perceptions of a target audience or individual buyer to create, maintain, or grow revenue."

In other words, you have to find the right mix of strategy and tactics for your own marketing program. There is no magic pill or secret potion that is the answer for everyone. Your mix of strategy and tactics will be dictated by some combination of your industry, your company's goals, and you company's internal resources. If the prospects in your business are buying one way, that might be completely different than the business next door. You need to assess your landscape yourself or hire a top direct marketing agency to assess the market and offer advice. Life Science Marketing will be different than Higher Education Marketing, which will be different from Healthcare Marketing.

Once you assess and determine the plan for you, now we are back to the One and Done concept - i.e., don't get caught up that it will be successful right out of the gate. Whereas NFL teams must win NOW or be done, marketing plans should be flexible and leave some room for changes "on the fly." If you are thinking you have one great idea that will answer all the marketing questions, you could be in for a disappointing year.

So, over the next three weekends,root on your favorite team, enjoy the NFL playoffs and all the intensity of the games . . . but leave the inflexible, rigid "One and Done" concept out of your 2012 marketing plans!






Why Won’t People Listen to Good Ideas?

Tuesday, January 10, 2012 by Larry Rondeau

Senior administrators, admissions officers and college marketers frequently have to persuade others to agree and act on their point of view. At times that can prove extremely difficult. Senior staff members may want to include important new initiatives in their institution’s priorities for the coming year. Admissions officers need to influence colleagues, faculty, guidance counselors parents and students. Senior marketers are required to come up with marketing communication strategies to achieve the college’s goals and evaluate plans for individual campaigns.

In each case, the key players involved must agree. But at times agreement can be extremely hard to achieve. Sometimes it seems that people just won’t listen to good ideas. Researchers have carefully studied this phenomenon using controlled scientific experiments. The results may surprise you.

Why can’t they see the point?

Social psychologist Lee Ross’ research led him to conclude that people often express what he calls “naive realism.” Each person assumes that they perceive events as they really are. Eminent social psychologist Dr. Elliot Aronson explains that since we are sure we recognize reality, our tendency is to assume that others who are reasonable should be able to see things our way. If they don’t, we assume that they aren’t reasonable. But are we ourselves always able to see the facts clearly?

NBC news reported on a study done on “seeing the facts” in the political arena. During the 2004 presidential race between George W. Bush and John Kerry, Drew Westen, Director of Clinical Psychology at Emory University conducted a study using functional MRI (fMRI) equipment. This machine allows researchers to monitor blood flow to different parts of the brain, revealing how people’s minds react in various situations. One study found, for example, that the brain area normally involved in reading did not activate when those coping with dyslexia attempted to read. Another neural region tried to do the job for which it was not equipped (like star quarterbacks Tom Brady or Drew Brees playing nose tackle).

In Dr. Westen’s study, staunch Republicans and Democrats heard contradictory statements released by Bush or Kerry on important issues while monitored by the fMRI equipment. When hearing their own candidate’s points, supporters’ brain regions involved in reasoning and emotion lit up. They paid close attention and liked what they heard.

But when listening to the opposing candidate, the reaction was quite different. "We did not see any increased activation of the parts of the brain normally engaged during reasoning," the researcher reported. People paid little attention to a viewpoint that contradicted their own. According to NBC, “The test subjects on both sides of the political aisle reached totally biased conclusions by ignoring information that could not rationally be discounted, Westen and his colleagues say…The study points to a total lack of reason in political decision-making.”

That’s a scary finding. And if people whose minds are made up can discount or ignore inconvenient facts in a crucial matter like national leadership, what hope do we have of winning colleagues to our point of view on institutional initiatives or admissions matters? Fortunately, research has not only revealed human biases, but some helpful approaches for overcoming them as well. Stay tuned.

The Allied Group is an award-winning marketing communications company that provides search, conversion,yield and stealth programs for college admissions. Allied is a leader in employing one-to-one communication programs for admissions and advancement based on important research in marketing and social psychology.

Make the Slow Week a "Planning" Week

Thursday, December 29, 2011 by Steve Condon
2012This week is a coveted week for many folks. The week between Christmas and New Years is a vacation week for many - in fact, for those who are working it is usually a bit slower since many of our colleagues are not around. For many it becomes a chance to "catch up" on piles of mail, email, or other paperwork that was not done "when it was supposed to."

Looking ahead to next year (really, next week) is also a typical activity for this week. For those of us in business know that the "race for revenue" starts back up once the calendar changes to January. If your revenue for this past year hit your expectations, good for you! If your revenue was down from what you expected, maybe not so good. Either way, you will have little time to either celebrate or commiserate over your results. Don't look know but 2011 is leaving and here comes 2012!

Are you planning ahead for next year? Are you ready to surpass goals from 2011? What are the priorities for the next year?

Do you have enough "irons in the fire" to generate the sales revenue you want? Do you need one of the lead generation agencies to help you? Do you have enough business development professional services to keep your pipeline filled? What will you do to increase your sales presence next year?

Hand in hand with sales is your marketing . . . is your "homegrown" system to market your company in line with what you might get from a top direct marketing agency? Do you have enough promotional product ideas to keep your name in front of clients and prospects?

Then behind the scenes . . . how are the operations looking? Need any help with your supply chain management strategies? Is your shipping fulfillment plans ready for the next year?

Bottom line, the calendar might read this to be the last weak of 2011 but for many of us, this should be the "first" week of 2012!

What are you doing this week to plan for 2012?






What's Trending 8

Thursday, December 29, 2011 by David Speakman
Integrated Marketing Communications CampaignYaaahoooo! Let's get right into it...here's "what's trending" according to Yahoo:

Kim Kardashian.
 Kim Kardashian and the entire Kardashian clan don’t appear to be going anywhere anytime soon, despite the boycott efforts against them. In fact, the Keeping Up With The Kardashians star will be raking in a cool $600,000 just to host a New Year's Eve party in Las Vegas! Now that's a way to make a living!

Katy Pery. Katy Perry and Russell Brand are reportedly having 'problems' in their marriage and have been spending 'time apart'. Hmm, didn't know she was married. And I don't even know who Russell Brand is.

Packers fan's ex-boyfriend called out with a sign. A spurned Green Bay Packers fan came up with an interesting way to call out her now-ex-boyfriend - she made a sign at the Sunday night (Dec. 25) football game between the Packers and the Chicago Bears, which caught the eye of the camera man. The sign read, "My cheating ex boyfriend is watching from couch instead." I did actually see this live and it was pretty funny.

Well this "what's trending" series may seem to dip in and out of relevancy and significance. But, again, as a top direct marketing agency building and implementing marketing communication strategies for a whide array of clients in many industries, I find it helpful to have some understanding of pop culture. I will admit that this is certainly "light" stuff, but many times these topics can contribute to building a successful integrated marketing communications campaign.

So here's to a new year filled with compelling, controversial and captivating headlines! I know I've learned a lot, how about you?

Why Won’t People Listen to Good Ideas?

Thursday, December 29, 2011 by Larry Rondeau

Executives frequently have to persuade others to agree and act on their point of view. At times that can prove extremely difficult. Senior managers may want to include an important new initiative in the organization’s priorities for the coming year. IT executives have to agree on the most efficient way to manage company data as well as evaluate, purchase, implement and customize software that will run day to day operations.  Senior marketers are required to come up with marketing strategies to achieve company goals and evaluate plans for individual campaigns. 

In each case, the key players involved must agree. But at times that can be extremely hard to achieve. Sometimes it seems that people just won’t listen to good ideas. Researchers have carefully studied this phenomenon using controlled scientific experiments. The results may surprise you.

Why can’t they see the point?

Social psychologist Lee Ross’ research led him to conclude that people often express what he calls “naive realism.” Each person assumes that they perceive events as they really are. Eminent social psychologist Dr. Elliot Aronson explains that since we are sure we recognize reality, our tendency is to assume that others who are reasonable should be able to see things our way. If they don’t, we assume that they aren’t reasonable. But are we ourselves always able to see the facts clearly?

NBC news reported on a study done on “seeing the facts” in the political arena. During the 2004 presidential race between George W. Bush and John Kerry, Drew Westen, Director of Clinical Psychology at Emory University conducted a study using functional MRI (fMRI) equipment. This machine allows researchers to monitor blood flow to different parts of the brain, revealing how people’s minds react to various situations.  One study found, for example, that the brain area normally involved in reading did not activate when those coping with dyslexia attempted to read. Another neural region tried to do the job for which it was not equipped (like star quarterbacks Tom Brady or Drew Brees playing nose tackle).

In Dr. Westen’s study, staunch Republicans and Democrats heard contradictory statements  released by Bush or Kerry on important issues while monitored by the fMRI equipment. When hearing their own candidate’s points, supporters’ brain regions involved in reasoning and emotion lit up. They paid close attention and liked what they heard. But when listening to the opposing candidate, the reaction was quite different. "We did not see any increased activation of the parts of the brain normally engaged during reasoning," the researcher reported. People paid little attention to a viewpoint that contradicted their own. According to NBC, “The test subjects on both sides of the political aisle reached totally biased conclusions by ignoring information that could not rationally be discounted, Westen and his colleagues say…The study points to a total lack of reason in political decision-making.”

That’s a scary finding. And if people whose minds are made up can discount or ignore inconvenient facts in a crucial matter like national leadership, what hope do we have of winning colleagues to our point of view on company initiatives, enterprise software or marketing strategies? Fortunately, research has not only revealed human biases, but some helpful approaches for overcoming them as well. Stay tuned.

The Allied Group is a full service fulfillment and marketing communications company that provides marketing and marketing support as well as transactional document programs to companies in the insurance, benefits administration and financial services sectors.

 

 


 


Is anyone out there?

Monday, December 19, 2011 by Melanie Mathews

You might be thinking that as you blog away feverishly trying to increase traffic and search engine rankings. While blogging alone will give you some results, you really want to optimize your efforts and increase the traffic to your blog. Blogging is such an important part of marketing communication strategies so why waste your efforts. I recently came across a great article on the topic.

Make your blog title interesting and intriguing
The title is the most important part of your blog post. Make sure your title is engaging and use numbers like "Top 5 tips..." and don't be afraid to be a little controversial and unique.

Make your content easy to read
You want the reader to breeze through your post not struggle and give up. Use bold font and bulleted and numbered lists.

Optimize your content for search
Use keywords in your titles and descriptions and make sure that you are using links within your posts.

Encourage interaction
Don't hesitate to ask for what you want from your readers. If you want comments or suggestions as for them and also make sure you ask your readers to share your posts.

Social media sharing
An important part of any integrated marketing communications campaign or plan is social media so be sure to share all of your posts on your social media channels as well.

To read the original article click here and to learn more about The Allied Group as a top direct marketing agency click here.

Can Technology Help You Strike while Students’ Irons are Hot?

Monday, December 19, 2011 by Larry Rondeau

Have you or your staff ever had an experience like this one? You have a conversation with a high school student who’s appears to be a perfect fit for your institution. He/she is responding with enthusiasm to your message. You’re certain that this student will be a member of your incoming freshman class. And then…you never hear from them again.

What happened? Did you say or do something wrong? Often, the answer is no. Everything you said and did clicked with the student. But in the time between your conversation and the time to inquire, apply or enroll, something or someone else got in the way.

Technology to the Rescue

Fortunately, as often happens, new technology can help you prevent situations like this one from happening over and over again. That technology is mobile marketing. Mobile marketing allows you to capture a response from students while they feel like responding. Is there an event you’d like them to attend? Tell them about it, and then give them an easy way to register right there on the spot with their mobile phones. Do you want them to visit a website to respond to your college’s offer or inquire in some other way? Mobile technology can allow them to do it while they’re in the mood.

Mobile Rated Effective

The Noel-Levitz report “2011 Marketing and Student Recruitment Practices at Four-Year and Two-Year Institutions” shows that 64% of admissions officials responding rated mobile apps as “somewhat effective” or “very effective” in recruiting freshmen, yet only 16.9% actively use them. Could this be due to the fact that mobile apps must be created by talented but overworked college IT departments? 

An Easier Way

Using QR codes (two-dimensional bar codes) can provide an easier way to reap a major benefit of mobile marketing – immediate response – while avoiding the hassle of creating your own mobile apps and getting students to download them. Every smartphone user can download a free QR code reader, and new initiatives by Coca-Cola, Best Buy, Macy's and other major retailers will encourage your prospects to install them on their phones.

Displaying QR codes on admissions marketing materials or posters can allow students to immediately visit mobile websites created and sponsored by qualified partners. There they can respond to an offer, get a customized electronic brochure for the program of their choice or register for an on-campus or online event. This can prove an excellent way to “strike while the iron is hot,” increasing qualified inquiry, application and yield rates.

Is your institution looking to improve in any of these areas? Using mobile marketing and QR codes might just be the way to accomplish it.

The Allied Group is a marketing communications company that offers mobile marketing along with Search, Stealth, Conversion and Yield programs for colleges and universities. 


It's the Most Wonderful (Marketing) Time of the Year

Tuesday, December 13, 2011 by Steve Condon
holidaysHoliday season is busy time of year . . . very busy. Holiday parties. Buying Gifts. Year-end tasks at work. Seeing relatives. There are many things that happen at the end of the year that no doubt make this a stressful time. BUT despite all the stress, we love it!
 
We love this time of year?? Yes, we do! I will concede the fact that now and then you run into a person who plays "Ebeneezer Scrooge" but overall people love the hustle and bustle of the season! What is it that makes us enjoy this stress? I say marketing!

This season is loaded with marketing to get us pumped up. Start with the traditional start of the holiday season: Black Friday. People used to plan shopping excursions the day after Thanksgiving; now they are planned on Thanksgiving. Check out your Sunday paper with all the advertisements; if you are strong enough to pick it up, you will see loads of ads for that "can't miss" offer at Store X. Drive by any shopping mall until December 24 at closing time and you will see plenty of evidence of the mania that is holiday season.

Does your business create a buzz even close to the holiday season? Are your marketing communications strategies gripping your clients for the entire month of December? Do you have an integrated marketing communications campaign that leaves clients waiting in your parking lot to buy more? Are your marketing and sales support personnel exhausted at the end of their workday because the sales activity was through the roof?

We might acknowledge that the buzz from holiday season is just temporary and will be over on December 26 . . .

BUT wouldn't we all like to have that excitement in our business now and then? What can your business do to help you look like your marketing was done by a top direct marketing agency








Cloud computing - what is it?

Monday, December 12, 2011 by Melanie Mathews

Being that I am in technology I have been asked many times "What exactly is cloud computing?" Basically it's the delivery of an application over a network like the Internet. Ever heard of SAAS (software as a service)? Well many software companies are moving over to the cloud and just because we are a top direct marketing agency and not a software company doesn't mean we don't talk about cloud computing.

It affects us all and it really is an amazing concept. Marketing and sales support teams can now manage the deployment of new software without getting their IT involved (or involved minimally). I found a great video on the web of what cloud computing is all about. Check it out.