AlliedMarketing

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!)

Katherine 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! 

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?

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?    

Yaaahoooo! 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?

How often do you hear that? Or something along those lines? As opinionated as I am, with age, I find myself reserving judgment more and more often. Why? Because I typically have no basis for making a statement like that. It seems that 9 times out of 10 (and I've been guilty of this too) these kinds of statements are more rooted in ignorance than insight. And it's not that I'm offended by the comment itself or taken aback by the boldness (or rudeness) of the statement. The question is, what are you really saying?

I've been in the creative services industry for almost 20 years. Having founded a top direct marketing agency and now playing a significant role in the development of many marketing communication strategies, I've developed some pretty thick skin. And often times the rule that I go by is this: if I like it, then it's good. Now, ultimately, it's whether the client likes it or not that pays the bills, but many times those two benchmarks are at opposite ends of the spectrum. Just because a client doesn't like it, doesn't mean its not good. Creativity and design are very subjective topics. What one person likes, another does not and vice versa.

So why does my website suck? Because you just don't find it visually appealing? Because you think you could create or do something better? Because you know what I'm trying to accomplish with my website and know it isn't meeting those objectives? Because you know more about my customer than I do and what their expectations of my website are?

When offering marketing consultancy services, you often feel compelled to make statements and judgments like these. Now it's a matter of style and approach as to whether you make them this boldly or not, but after all,  you're probably being brought in to offer some sort of a solution or opinion. But be careful not to judge too quickly. In my opinion, it often shows ignorance rather than intellect!     

 

Once you peel back the layer of buzzwords and rhetoric that seems to come with this territory, you actually do come to something very legitimate. Marketing automation (both the theory and the technical application) is nothing short of amazing. In a way, it is the heart of any effective integrated marketing communications campaign. Then why isn't everyone convinced? And, more importantly, why does it fail? Here are 4 observations:

It fails because it is not a light switch.
While I guess it's true that you can "turn it on and off" and sort of control your lead flow...my point is that you don't pull it out of the box, turn it on and wait by the faucet. So, essentially, it comes down to unrealistic expectations. Sure the tool is powerful. But only as powerful as the operator, the content, the strategy, the analysis and the output that comes from all of this combined. 

It fails because there's often no owner.
Someone has to own it! Live it, breath it, sleep it...it needs to be someone's life. It can't be an "oh by the way", or "let's get Mike or Martha to put a couple of hours a week into it!" You can't dabble. If you can't make the financial and physical resource commitments that it takes then you're better off not going down this road right now.  

It fails because most don't really understand what it is.
It's hard to be successful when you do know what the goal is and you do know you have the right tool, but you don't know what to do next. It's one of those scenarios where everyone is philosophically on board and tactically adept, but have no idea how to connect the two. And many time even a top direct marketing agency will have trouble filling this void.

It fails because of a lack of content.
It's all about content. You can never have enough. If you're selling yield programs to colleges and universities, you need everything from tips, trends and how to's, to case studies, white papers and press releases, to webinars, podcasts, videos and virtual events. Escalating levels of informational and educational content that has been crafted specifically for that prospect and where he or she is in the sales/nurture life cycle.

Of course it doesn't have to fail. Addressing these 4 issues will go a long way to ensuring that it won't! Leave a comment and tell us about your experience with marketing automation, or maybe why you haven't made the leap yourself! 

A little late this month. But, wow, I'm actually familiar/aware of all three of these people & events. This is a first. Here's "what's trending" according to our friends at Yahoo:

Kate Gosselin. I guess the infamous mother of 8 is opening up about coupon blogging and the cancellation of "Plus 8". Riveting.

Wardrobe Malfunction. Do you remember the 2004 Super Bowl halftime show? I bet you do. Well 8 years later, a federal appeals court has ruled that CBS should not be fined for Janet Jackson's wardrobe malfunction. Nice to see the swift action taken by our judicial system.

TJ Houshmandzadeh. Even though I'm a football fan, and I know TJ is a wide receiver, I wasn't aware that he had a "bitter ending" to last season with the Ravens and now he's making his debut as a Raider. Hmm. I guess I do now!

Well, at the risk of being redundant, I will say again... "what does all of this have to do with the world of marketing consultancy services?" To me, in two small words, a lot!

In order to be a top direct marketing agency building and implementing marketing communication strategies for a wide array of clients in many industries, it helps to be aware of what's going on in the world around you. And maybe because of our client base, or simply because it is closer to "marketing" in general, an awareness of pop culture & sports has proven to be more useful than say the world of politics. I guess it's just a better fit.

So there you have it. Another "deep" and introspective analysis of the world around us. Hope you enjoyed!  

Do you find yourself constantly searching for that little nugget that will make all the difference in your business development efforts? Do you cringe when the topic of marketing communication strategies comes up and you're tired of thinking, you just want results? Does it seem like everyone else gets good results and for some reason you just aren't? Do you have all the hi-tech buzzwords spinning around in your head and are waiting for someone to turn them into something concrete and actionable?  

Well, time to wake up and pay attention. Here are 4 reasons why you need to stop searching, stop hoping and start doing:

1. The game has changed. Your audience hasn't. They are still there. And they still buy. And they can and will buy from you. As a matter of fact, it has changed for the better. With technology, you can actually reach your audience with content that is relevant to them much more quickly and cost effectively than ever before!

2. Hope is not a strategy. Acquiring marketing consultancy services may sound a bit lofty. So think of it differently. Pro-active vs. re-active. A pro-active approach, by its nature, eliminates hope as a strategy. Would you rather be the driver, or the passenger way back in the third row?  

3. Strategy is not a 4-letter word. To be precise, it's 8. And I can't think of too many 8-letter words that are off limits. Strategy doesn't have to painful. It doesn't have to take a long time and it doesn't mean that you need to turn your organization into a think tank and abandon what you do. But strategy is "thinking" and I don't know how you will successful if you don't think.

4. There is an answer, and it's not magical. A fully integrated marketing communications campaign or campaigns. Print, digital, social, mobile. Analysis, measurement, reporting, testing. Goals, accountability, flexibility and realistic expectations. They're not new words or revolutionary ideas. Are you willing to work with a top direct marketing agency and get in the game?

Oh, by the way, I lied! There is a Magic Bullet. It's some kind of blender/food processor thing. So if you think that might help you attract new business, I suppose you could give it a shot!

Let's face it, technology has pretty much invaded every aspect of our lives. And as much as you try to "unplug", it has become increasingly impossible to navigate your way through a typical day without encountering technology in some way.

But what about those of us who are technologically challenged? Or even worse, technically technologically challenged! 

Well, good news...there's an app for that (just kidding)! But seriously, technology has actually set out to address this very issue. With the introduction of "smart" technology (devices, services, software etc...) the technology itself actually possesses more and more of the intelligence. So in order for the user to have a successful user experience using very sophisticated technology, the user doesn't really need to be all that, well, smart!  

As a top direct marketing agency, if I help build an integrated marketing communications campaign for example, I don't necessarily need to understand how it "technically" works. Nor do I need to really understand the technology that makes it work. And that doesn't decrease my value at all.  

The bottom line is that the world is predominately populated by relatively unsophisticated people (myself included). For technology to be fully adopted and successful, it needs to penetrate the market beyond the tech savvy and be simple enough to be useful by those who struggle to work their DVR.

Well, here we go again. Time to take a look at what's trending according to the world of Yahoo! Yahoooooo:

1. Cheryl Burke. Who? I must confess, I hadn't a clue. Well it looks like this Dancing with the Stars "pro" has become a blogger for People. And today's topic is her observation of Rob Kardashian's (her Dancing with the Stars partner) weight loss. OK.

2. Sherri Shepherd. Well, again, not all that familiar with Ms. Shepherd. I guess Barbara Walters dropped the "N" word on The View and Sherri didn't like it. There's a lot more to it than that, but I'm not going to take it any further.

3. Elizabeth Hurley. OK, well I do know who she is! Apparently, the 46-year-old stunner is engaged to Australian cricket star Shane Warne. The happy couple tweeted the news over the weekend.

OK, well here we go. What does any of this have to do with building an integrated marketing communications campaign? What do you think? I can tell you that as a key contributor to a top direct marketing agency, it helps me to understand what's going on around me. And, apparently, I'm not doing too well because I didn't even know who 2 of the 3 people were. But I do now!

Building and activating sophisticated marketing communication strategies has as much to do with brains as it does awareness. And awareness, to me, has to do with keeping your eyes and ears open and being "open" to taking it all in, digesting it and figuring out just what to do with this information. Even if its nothing for right now.

I know I'll look out for Cheryl if I happen to flip by Dancing with the Stars. I'm curious to see what the "buzz" will be around Barbara Walters. And seeing that twitter has become a legitimate vehicle to announce an engagement just reinforces the fact that the world has gone digital! Have you? 

Part of being a top direct marketing agency is listening to your colleagues, right? Well here are some quick recommendations that I've learned, observed and tried to give your LinkedIn profile a little boost!

1. Who Cares. Wow. This applies to sooo many fundamentals of marketing. Even though LinkedIn has done a nice job walking you through an easy-to-navigate, simple interface, it doesn't mean you need to follow it to the letter of the law. Go through your profile and ask yourself, "who cares"? If the answer is "nobody", then go back and make sure that what you're writing is compelling, relevant and valuable to your audience.

2. It's not about you. As much as you'd like to think so, it's about what can you do for me? Quickly. It's great that you used to work at XYZ Company 5 years ago and graduated magna cum laude from XYZ University, but what does that have to do with me and how you can help me? Sure there's a "summary", but use that summary to tell people why what you do is unique and why contacting you for a potential solution is a good idea. True marketing and sales support! 

3. It's all about the close. You see that "personal information" section at the bottom of your profile? Put something there! If someone is truly engaged with your profile and they've taken the time to scroll down and read, make it easy for them to contact you. Your name, phone number, email address etc...put it right there in front of them so they don't have to scroll back up to the top. 

4. A picture is worth a thousand words. Use one! Who says marketing communication strategies have to be complicated? To be honest, the most successful strategies and tactics are typically rooted in simplicity. This isn't high school any more. No one is looking and laughing. Any time someone can put a face to a name, they're more likely to relate and feel comfortable reaching out. You can't have a relationship with someone you wouldn't even know if you bumped into them in the grocery store.

5. Get involved. Social media is about just that—being social. And the way in which you become a social butterfly may have changed, but the premise really hasn't. It's true that conversations are best when they're two-way—but before you start contributing, try listening. Think "give" before "get". Just like Christmas. The more you give and participate, the greater and more powerful the reward when it's your turn to ask!   

There are a lot of sayings about this topic. It's not how you run the race, it's that you finish the race (something like that). It's important to get off to a good/quick start. Its important to finish strong. You don't win or lose the World Series in April. You don't win or lose the World Series in September. Winning is everything. Nobody remembers who came in 2nd. It's not winning or losing, it's how you play the game.

Wow. I could go on. So which is it? The Red Sox have proven and will disprove them all in one season. And if my marketing communication strategies are anything like this baseball season, we'd be in for quite a ride. What do you call an integrated marketing communications campaign that stumbles out of the gate, recovers, corrects itself and hits maximum stride only to stumble again and, at the 11th hour, you're not sure if you'll even finish let alone reach your goal? I don't know.

Well I guess no matter how pretty or ugly it is, getting to the finish line and achieving your goal is what you strive for. After all, if you do win it all, no one will remember the stumbles at any part of the process. And as any top baseball franchise, or top direct marketing agency for that matter, will tell you, you're only as good as your last success.

So we're 2 up with 8 to go. What's your bet?    

End of the month, beginning of the month...whatever. Regardless, it's time to take a look at what's going on in the world according to Yahoo. Here goes:

Christina Applegate: Looks like a new NBC sitcom is in store for Ms. Bundy. I guess she's transformed into a TV producer who's just returned to work after having a baby. I guess everyone grows up at some point.

Alexa Flutie: The daughter of ex-NFL'er Doug Flutie is now a Patriots cheerleader. Talented family I guess.

New Star Wars: The complete Star Wars re-release box set hits stores September 16th. I really don't know much about Star Wars, but I guess a few tweaks & edits warrant another release!

Like always, what does this have to do with business development professional services? Well, maybe nothing directly. But, as I've said in the past, I've learned that understanding what's going on in the world around us (even if it's pop culture) helps to stir the creative pot and come up with lead generation methods that could be quite effective.

As a New England Marketing firm, we're living and working in "Patriot Nation". I'm sure we could get a lot of legs (pun intended) out of the Alexa Flutie story. Doug is a legend in these parts and any chance we get to include him in a conversation has proven to be successful. Prior to looking up what's trending on Yahoo, I wasn't even aware of this.

So there you go! Another successful look at the world of beautiful actresses and dancers. It's a tough job, but... If you've got something to add or comment on, please do. As always, we welcome a little healthy debate (and agreement too).

 

Well who cares if it falls in the woods! I guess what we mean is that the "act" itself doesn't matter as much as the audience. As the "storm-of-the-century" leaves behind sunny New England skies and power lines down throughout this area, one thing is sure: it had a captive audience.

Texts, alerts, blog posts, tweets, Facebook posts etc...you name it! If you're selling corporate marketing communications services, are you paying attention? If you're running a business and are looking for lead generation methods that work, are you paying attention? Does it really take a brand new Jeep to get ruined to get our attention?

It illustrates the importance of building an integrated marketing communications program to ensure that your message is broadcast as effectively as it can be.

In these stormy times, people are still listening. And, based on what I saw over the last few days, they are taking action when the call-to-action is compelling. Psychologically, I'm seeing a lot of fundamentals too. Here are a few: Reciprocity - people are helping people, and, in turn, those people are helping other people. Scarcity - when it becomes clear that something you need will be in limited supply, people will move! Consensus - when people are not sure what to do, they follow the actions of those around them. Authority - people rely on those with superior knowledge or wisdom to guide them.

Maybe the biggest recommendation I could make is simple - observe! Look at what's going on around you. Look at your friends, neighbors, colleagues and classmates. Effective marketing communication strategies are rooted in the basics. The fundamentals of how people communicate, interact and engage. It IS part science, but not of the rocket variety!   

To be included in a conversation with names like Henry Ford, Thomas Edison and Walt Disney would certainly tell you that you've accomplished something. And I don't think there would be much debate that Steve Jobs belongs in that conversation.

Mr. Jobs stepped down from Apple August 24th, 2011 with a brand worth $184 billion—the worlds leading brand (Google is 2nd). And I don't really want to get into a ranking battle of where he would fit in the pantheon of iconic characters (listed above) but, for me, he tops the list. Why? Because he's us. He's all of us. It's tough for me to relate to Henry Ford or Tomas Edison because they're not from my time. Does that make them less significant? Not at all. But harder to relate to.

I've been using Apple products sine 1982. I was 11. I've never owned a PC. And going on to a career in creative design marketing, I've been fortunate enough to carry that preference right through my professional development. And at this stage in my career, I don't see that changing. 

I'm sure every generation feels that the technological advancements made in their generation are the best and most significant. But I truly feel that the progression of technology over the last 25 years is simply the best ever. And the majority of it starts with Steve Jobs and the vision he had and started in his garage over 30 years ago. We redesign websites. We build stealth programs in marketing for higher education. And we do it all with a lot of the tools that he built.

I'll put it the best way I can...even my parents have iPhones!

All I can say is "thanks" Mr. Jobs. I don't know why you're stepping down...it looks like it might be for health related issues. But whatever the reason, just know that you've got a customer for life in me! 

And I'm pretty sure you can probably see it from your house too. Can you believe it? I don't want to say summer is over (because September has been known to produce some nice hot days), but needless to say, we all tend to "wake up" a bit and kick it back in to gear when September hits.


So what does this all mean? Here are 5 things to think about as you sip down a few energy drinks, put the pool toys away and shut off the air conditioners in favor of some good old fashioned fresh air:

1. This IS the 4th quarter. I know it isn't technically/literally, but, let's face it—this is the home stretch! Put your lead generation methods to the test and make your 2011 goals.

2. Quit goofing around. Time to make some tough decisions and "act" on those decisions. If you're considering an integrated marketing communications program, do it! Now's the time while your team is fresh, ready to get moving and motivated to make an impact on 2011. 

3. There is still time! I just bought you an extra month. No, this isn't the 4th quarter, but if you treat it as though it is, you still have time to implement a personalized direct marketing program and get some results by the end of the year.

4. Social Media is not a fad! Ok, so this is more of a statement. But, trust me, if you are not either knee deep, sold, but haven't begun, or at least strongly considering a social media strategy as part of your corporate marketing communications plan, you're missing the boat. And it is quickly sailing away.

5. Just like the NFL, a shortened off-season can work! So you've condensed everything into 4 short months. It can be done. If you're implementing a marketing and sales support initiative, or considering fulfillment outsourcing, the window is open and the fresh air is pouring in. But the air is getting colder and before you know it, you'll have no choice but to shut it.

If you want to talk, you know how to reach me!     

So I guess we are doing this on a monthly basis (roughly) because it seems that must be the exact timing between "fixes" I need of pop culture. So what's going on in the world according to Yahoo right now? here goes:

1. Metallica. Has it really been 20 years since the release of the infamous "Black" album? Yup.

2. Rose McGowen. So I guess Ms. McGowen listed her Los Feliz home back in February, but is only JUST NOW admitting to what it took to get it sold. Now I know why I've had that empty feeling lately.

3. Rebecca Gayheart. Well look who's turning 40! And is expecting her 2nd child. I guess we DO have something in common...we're the same age and we 
both have small kids.

As New England's leading Marketing Communications Company, it has become part of my job to stay "in touch". And if staying in touch means having to read about what's going on in the lives of many beautiful women, then I guess that's just what I have to do (I wonder why it seems that they're always what's trending?).

But all foolishness aside, it really does help to be "in the know". They type of recommendations I can provide our clients on an integrated marketing communications program or specific lead generation methods are influenced by what's going on around us. If a target I'm trying to reach has an interest in heavy metal music, knowing that this is the 20th anniversary of Metallica's black album may come in handy. And developing a personalized direct marketing program featuring Metallica may just do the trick! 

As temperatures hover in the mid-nineties throughout the country, we tend to lose that spring in our step and the overall pace seems to slow to a crawl. And while I'm just as susceptible as the next, in the back of my mind I realize that there is a really opportunity here that, if capitalized upon, could be the key to your year.


What is it? If we can muster up the energy to give that needed jolt to our corporate marketing communications plan and get our lead generation methods kicked into high gear, we might actually put together and August that gets us into a nice position for the upcoming fall months and right into the holiday season.

At the beginning of the year, when we put our plans in place, we often plan for slow months in July in August. And I'm not recommending that we skip the vacations and cook-outs and plant ourselves at our desks while everyone else is enjoying themselves. But, if we can just throw a few ice cubes in the water bowl and get Fido from under the shady tree, we might be able to get our direct marketing postcards out the door and get a little boost in our integrated marketing communications campaign.

It really isn't going to take much and the reward will far outweigh the extra effort. You'll thank yourself December 31st. Look for The Allied summer newsletter in the coming weeks. Larry Rondeau, part of our business development team, has the lead article and he addresses this very issue. Stay cool!  

Or is it? I guess it technically started June 28th. But I haven't really heard too much of an uproar or witnessed too many battles. Google reports that Google+ is up to 18+ million users so far...after just under 1 month. Also reporting to be adding an average of about 750,000 users per day (with a peak of about 2 million per day 2 weeks ago). So, before we can start thinking about corporate marketing services and how to use/leverage Google+ for local lead generation for example, should we sit back and see where it's going to go first?


If anyone knows me, they've heard me say many times that "Google rules the world". And right now they do. They won't forever. But Facebook, with 750+ million users, certainly rules the social networking world and has blossomed into a legitimate corporate marketing communications tool/medium. But in a recent survey of 700,000 US consumers, Facebook is the least popular social media site with regard to user satisfaction. So could you say that for the past couple of years, they were kind of the only game in town and even though people have griped a bit about their user experience, it hasn't really prohibited them from adopting it?

So what are we to expect from Google+? The Google+ iPhone app has quickly become the #1 free app on iTunes. And while they still have some time to go to reach 750 million, are we really talking about 3.5 years to get there (based on 18 million per month)? Google gets considerably better user ratings. Albeit in different categories up until now, is it realistic to think that Facebook will continue to thrive given that Google does rule the world?

As a leading New England Marketing company, there's a fine line between being an observer and a player. You have to know when to get in the game. Maybe it all comes down to whether I want to "like" and be "liked", or prefer to travel in "circles" or have "acquaintances". Hmm, not sure. I didn't really want to have to think about that.

Let me know what you think. I've got a lot of "friends" who are "users"...I know you have opinions...let's hear them!