Corporate Marketing Communications

Do You Know your Customers’ and Boss’s Decision Shortcuts?

Thursday, May 17, 2012 by Larry Rondeau

When you communicate, how do others evaluate what you say? Effectively transmitting ideas is vital in business. Executives with important initiatives need to get buy-in from colleagues, superiors and agents. Marketers need to get the company’s message across to insureds and prospects.

Whether in one to one communication or a marketing and sales support campaign, you could spend hours putting together a strong, persuasive message. But busy people often don’t take the time to carefully consider all the facts. Instead, research reveals, they use decision shortcuts. You probably do it yourself. Some decision shortcuts will vary from person to person. Do you know which ones your boss or customers use? Some are universal. Here are two:

Confidence

Georgetown University professor Deborah Tannen wrote, “The CEO of a major corporation told me that he often has to make decisions in five minutes about matters on which others may have worked five months. He said he uses this rule: If the person making the proposal seems confident, the CEO approves it. If not, he says no.” One who speaks with conviction often wins others over.

This, of course, is a two-edged sword. Many have attended meetings where one person appears supremely confident, but hard facts prove him/her wrong. As Professor Tannen’s example shows, people often assume that the most confident person in the room is the most correct. It’s therefore vital to base a self-assured presentation on solid evidence. No doubt the JPMorgan Chase executive who recommended gambling on risky trades sounded convincing, but that didn’t stop the bank from losing $20 billion.

Familiarity

Does it truly pay to regularly advertise your product or idea's advantages? Yes. Repetition boosts familiarity. Researchers find that people often base judgments on how easily something comes to mind. Social psychologist and author Dr. David Myers restates their conclusion: “Mere repetition can make things believable.” Studies reveal that even false statements, if repeated often enough, will be widely regarded as true. Naturally, in the information age lies are often quickly exposed. But if repeating a falsehood increases its acceptance, what will skillful reiteration do for the truth?

Effective marketing communications strategies often involve artfully repeating a product or plan's key advantages enough to gain acceptance. This is particularly true during challenging economic times. Harvard Business School professor John Quelch states, “It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

Thus an integrated marketing communications campaign that uses different communication channels and messaging to build a brand will often succeed. In uncertain times people look for a sure thing. They often choose a product or a plan they’ve come to believe will work for them.

Are confidence and familiarity shortcuts your boss or customers use to make decisions? Research reveals several others that are common. Stay tuned.

Hazing – Why it’s So Hard to get College Fraternities to Stop

Friday, April 13, 2012 by Larry Rondeau

The Boston Globe reported on Tuesday that five BU students were found in the basement of a house in Allston occupied by members of the Alpha Epsilon Pi fraternity. The students, all men, were taped together, clad only in underwear and covered in condiments like fish sauce, hot sauce and mustard as part of, police believe, a hazing ritual.

This fraternity is not affiliated with Boston University, but, according to the Globe, BU recently suspended the Sigma Delta Tau sorority after underage women were allegedly forced to drink liquor until several required hospitalization. Alpha Epsilon Pi members were also allegedly involved.

Hazing, outlawed in Massachusetts, is by no means confined to BU. Other prestigious institutions continue to wrestle with the problem. Despite the strong anti-hazing stand taken by many institutions this practice just won’t go away.

Why hazing remains so popular

Working at The Allied Group, a higher education marketing firm, I realize that, abuses like hazing aside, fraternities and sororities can play an important role in developing tomorrow’s leaders. Forbes magazine stated, “The social skills that help students gain admittance into the Greek system are the same aptitudes that can later give them a leg-up in corporate climbing. Plus, once they've graduated, they can tap into the network of past fraternity brothers or sisters who litter all tiers of corporate America.” American presidents and many corporate CEOs are fraternity members.

Hazing is the dark site of Greek life, causing cases of physical and emotional injury, even death. So why do fraternities and sororities keep doing it? A classic study by renowned psychology researcher Dr. Elliot Aronson and Judson Mills, PhD reveals the answer.

Research finds the key

Aronson and Mills invited Stanford University students to join a group discussing the psychology of sex. To attend, new members had to submit to an embarrassing initiation procedure. For some it was excruciating; others underwent a milder initiation. Afterward, each student listened to the same recording of a supposed group meeting. It was purposely designed to be as boring as possible, a halting academic discussion of the secondary mating characteristics of birds. It was far from the tantalizing yet insightful exchange promised.

Afterwards, the students rated several aspects of the discussion. The mild initiation group rated it accurately: boring and worthless; the members dull and annoying. But those in the severe initiation group assessed the conversation as interesting and exciting. They regarded group members as “attractive and sharp.”

Clearly, their view of the group and its recorded discussion was strongly altered by the severity of their initiation. When other scientists replicated the experiment using different admission rituals, the result was always the same. As Dr. Aronson and his coauthor put it, “Severe initiations increase a member’s liking for the group.”

This evidence reveals the reason why hazing is so hard to eliminate: it works. The strictest college rules will not stop it. We know a lot of effective marketing communication strategies, but none that will eradicate a practice that binds members so tightly to organizations. You might as well ask the Marines to abolish boot camp!

The only useful anti-hazing strategy is to find other equally effective but less risky ways to test and indoctrinate new pledges. Robert Cialdini, PhD points out that plenty of dirty, distasteful jobs in society need doing. If fraternities volunteered to take them on during Hell Week, it would not only benefit the community but the fraternity’s image as well. Remember, it doesn’t matter what the initiation ritual is – as long as it’s severe, it’s effective.

Could colleges instruct fraternity members about these matters so that the dangers of hazing can be eliminated? Why not?

Give and you shall receive

Friday, March 16, 2012 by Jenna Kenney

I recently came across an article about leadership influence, the go-giver way. The article highlighted a book written by Bob Burg and John David Mann titled "The Go-Giver". This book focused on the "go-giver" theory and how it is related to business...

Everyone is familiar with a go-getter, someone who goes after what they want and in doing so makes things happen for themselves. A go-giver is different but comes up with the same, if not better, results. Someone who lives the go-giver way works with the theory of shifting your focus from getting what you want (me, me, me approach) to giving and putting other's interests first (them, them, them approach). They end up adding value for others and living a life of fulfillment but also having success while doing so and most likely making more friends along the way.

I found this "go-giver" perspective to be interesting and nice value to live by. I also couldn't help myself from relating this attitude to the customer service and sales aspect of business. For those of us who have chosen the sales and customer service field at Allied, we work with this giving mentality everyday. And in doing so, we turn our customer service interactions into valued partnerships that will continue to grow.

The core of customer service and sales is valuing your customer and and putting their needs first. Whether their needs are about small business supply chain management, corporate marketing communications, data to print programs or helping them redesign their websites. If you value your customers needs before your own, they will notice and in turn will enjoy working with you going forward. This will also make them want to be more than just your customer, they will start to look to you as a valued partner.

And, once this shift happens you will begin to notice that they value your opinion and look for it when it comes to their business needs. The most valuable gift you have to offer to your clients is yourself. Once we realize this as customer service and sales professionals, people will start to view us as partners and that's when the fun of being a strategic print and marketing partner really begins.

Why you could use a little Promotion!

Wednesday, March 14, 2012 by David Speakman

Let's face it, your product is probably boring as hell. And your competitive advantages are probably just as much of a snoozer. That doesn't mean you don't have a great product or that your competitive advantages are not accurate (though I might challenge you on that one), but we'll go with it for now. These are pretty harsh words. But to truly strategize, deploy and reap the rewards of compelling lead generation methods, you can let me ask the questions, or you can just ask them of yourselves. Who really cares? Why would I pick up the phone or log on to that personalized URL, or take any action that you request of me?

Most of the time the answer is "I wouldn't". And that's OK. Think about what you are trying to do. You're trying to send out a series of direct marketing postcards to see if anyone responds. Let's talk about expectation. What are you expecting them to do? Have you really thought about that? Have you put yourself in that very same position. Try it. But take yourself out of your business/industry and apply it to something more generic. What did you come up with?

See the problem is that most of us are simply too close. We live, breathe, eat, sleep and surround ourselves with our work. And that's natural. Hell, it does occupy probably 75% of our lives. A truly integrated marketing communications campaign includes a promotion or a giveaway or a contest...you get the idea. And multiple channels—print, digital (microsites, email, phone etc...), social, mobile, phone etc...need to be activated to reach maximum success. Think OTB (I have to use an acronym for "out-of-the-box" because I can't bring myself to say it) — what are you asking them to do...literally? Pick up the phone? Well how could you pick up the phone for them? How about if you were a puppeteer? Are you trying to get them to listen? That means you need to get their attention. How about a singing telegram? Are you trying to get them to a microsite? Send them an electronic device with your microsite already up on it.

Don't worry about the absurdity or cost of the idea. Corporate marketing communications don't have to be so corporate. Have you actually sat down and determined the value of a lead? Once you do, it will become obvious what you'd be willing to pay for that lead. Once you've got a budget and all your crazy ideas laid out on the table, you can start to make some real decisions.

And by the way, last I checked, milk was about as boring as it gets! Unless you're marketing vanilla ice cream, give it a try!

If it Ain't Multi-Channel, It Ain't Workin!

Tuesday, November 29, 2011 by David Speakman

Integrated Marketing Communications Campaign

This ain't Kansas anymore folks. But it really doesn't have to be complicated either. It's just life as we know it now. Can you say you really prefer radio over newspaper? Or maybe TV over the Internet? Or emails vs. texts? Or how about LinkedIn vs. Facebook. Sure, we all have ones that we like, dislike, use more than another etc..., but, for the most part, we are all exposed to multi-media messages, ads, "buzz" and conversations through multiple channels by marketers, bloggers, friends, family, trustworthy, untrustworthy, relevant, irrelevant, clever and not so clever.

But for all marketing communication strategies to be successful, you have to understand that people are being touched, influenced and exposed to all of this throughout their daily lives, everywhere they are and in everything they do. If you are targeting a very specific demographic, sure you might weight one medium over another etc...but you have to be very careful. Did you know that the 35+ demographic on Facebook is growing rapidly and represents over 30% of the entire user base? So while a truly integrated marketing communications campaign would include social media, you may have backed off on Facebook if your target demo was 42 year old females for example. That would be a mistake.

So in many ways, it has gotten pretty simple. If I told you as recently as 5 years ago that I could reach one in every 12 people on earth, or 81.4% of the US population for FREE, you'd think I was nuts! Well maybe I am a little nuts because it can't be totally free, but, essentially, you don't need a Super Bowl budget to do it, you just need Facebook.

As a top direct marketing agency, combining corporate strategy with ad agency spirit, The Allied Group builds multi-channel, integrated customer acquisition programs that help companies of all sizes and shapes grow.

Evolving to Compete – Concordia Medical

Thursday, October 13, 2011 by Guest Blogger

The need to evolve is the story of businesses all over America today. Companies are not just facing a turbulent economic climate; they are facing the impact of global competition.

Companies need to be innovative and agile in the face of constant change; finding new markets, retooling and reinvention requires partners outside your organization to help you cut cost in order to compete in a global environment.

Concordia Fibers, a leading manufacturer of engineered fibers for a wide range of technical fabrics and one of the few textile mills still operating in Rhode Island that has survived, was looking to and needed to evolve.

Concordia Fibers wanted to create a separate and distinct business focused exclusively in the medical field yet keep it connected to its original industrial fiber roots and still under the Concordia name.

The management team at Concordia Fibers had determined that the right course was for the company to extend its textile expertise to other areas, with particular focus on the medical and bioscience industries.

THE Issues

Concordia Fibers had a name, a seasoned business leader, a strong team, a smart business plan, a unique product, and some well-established connections in the medical device industry. Now, it needed help defining the company and bringing it to life—the company needed a marketing communications plan and someone to oversee and execute all of the key elements.

THE Solution

Concordia Manufacturing, the parent company, chose The Allied Group to help them define a look and feel similar to Concordia Fibers, and then develop marketing materials to help launch this new subsidiary.

Allied:

Created a new logo
Designed, developed and built a new website
Designed and printed pocket folders and marketing materials
Created a new tradeshow booth
Developed an ongoing and targeted media relations outreach to the medical community, high tech community, RI community highlighting new hires, new products, and new partnerships
Coordinated an open house event to debut its new facility
Researched and wrote case studies
Designed lobby art/graphics for new facility

To read the case study on Concordia - The Evolution of one Life Science Company, click here.

THE Results

Art Burghouwt, Executive VP Concordia Medical, has said that “The Allied Group has been instrumental in creating our new brand and corporate identity including our new logo, marketing collateral, our web site, as well as helping us to write our press releases and communication to our customers."

Since the new web site went live Concordia received a number of high quality inquiries from corporations who specialize in the orthopedic, spine and urology markets who are interested in engaging Concordia Medical on some of their larger projects.

So what’s the bottom-line of the top-line?—Evolving Gives You Competitive Advantage

To compete globally, identify the appropriate strategic elements (who and why) and combine all the tactical (what, where, when and how). Chose a partner that can support your efforts to cut costs and provide an integrated business model that allows you to evolve and compete economically.

Jon Nugent | Director Client Services
Business Intelligence Solutions | www.busintellsol.com

Social media chit chat

Monday, October 3, 2011 by Melanie Mathews

There is so much discussion on the web about social media and here's another post to join in on the fun. The fact is that social media is not just a fad. It's not something that is going away. With the arrival of Google+ it's now even more apparent that companies need to make social media an integral part of their marketing communication strategies.

There are a few tips that you can reference when adding the right chatter about social media in your email campaigns.

Testimonials:
Many companies tweet about an experience they had with a company. See if you can reference that tweet into a testimonial section of an email campaign. Prospects like to hear the good about a company too.

Linking:
You obviously are going to link to your corporate blog but there might be some blog talk about your company on the web - if so, link to it and highlight that in your campaign.

Videos:
Creating a video isn't what it used to be. You can create a professional looking video for a few hundred dollars or you can invest in the right equipment if you are making more than just a few. You will want to send it out in your emails but also put it online. YouTube is the second largest search engine available. It's simple, get on it.

We are fast approaching an election year

Saturday, October 1, 2011 by Betsy Kirby

If there ever was a need for clarity in communication, it’s now. Yet no matter how specific the question or how many times it’s asked, the candidates from both parties just seem to drone on and on.

Watch the debates, or just pay attention in the next business meeting and you’ll see it’s true—too many people just don’t know how to stop talking. A new book by Mike Staver, coach, professional speaker, and author of Do You Know How to Shut Up? And 51 Other Life Lessons That Will Make You Uncomfortable, teaches you how to know when to speak up and when to zip your lips.

In his book Staver says if you think you don’t suffer from the same problems as the candidates, think again. You probably do—and if you don’t, you know someone who does.

The Allied Group promises to listen to your needs, not tell you what you need when you buy promotional products or are looking for help with corporate marketing communications.

If a Tree Falls in the Woods...

Monday, August 29, 2011 by David Speakman

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!

I can see September from here

Wednesday, August 24, 2011 by David Speakman

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!

The Dog Days...

Monday, August 1, 2011 by David Speakman

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.

Business Development Professional Services

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!

Facebook vs. Google+...and the war is on!

Thursday, July 28, 2011 by David Speakman

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!

The Halfway Point...What's the Verdict?

Wednesday, July 6, 2011 by David Speakman

January, February, March, April, May, June. Done. Gone. In the books. How did it go by so fast? The better question is pretty much the same, but with 3 less words...How did it go?

Well before we all start giving each other high 5's -OR- looking for the nearest bridge to jump off of, from a corporate marketing communications standpoint, let's take a look at what was done right and what was done wrong. And the best part, you've got time to fix it!

What was done right? Well, by now, my guess is you've all put formal lead generation methods in place. Whether they're rooted in strategy, or simply based on your experience, or a combination of both, you've recognized the need and understand that it needs focus. You probably also understand the funnel then too. And that your marketing communication strategies are implemented through initiatives designed to either generate inquiries, nurture prospects and produce sales ready leads (SRL's).

So what's wrong? Is it not working? Is it not working well enough? Is it not working fast enough? Consider these tips:

1. TURN IT UP! We've all swallowed the "micro-targeting" pill and now we're having side effects. Through marketing automation, you can talk to THOUSANDS of people and generate customized campaigns for very specific groups or verticals. It's a numbers game at the top of the funnel. Don't worry so much about being so granular and focused. They're all nice words, but the bottom line is you need to talk to A TON of people to fill the top of your funnel.

2. SHAKE IT UP! Is your message compelling? Have you asked yourself lately, "who cares"? You can have the best integrated marketing communications campaign out there with die cut, scratch & sniff direct marketing postcards and colorful emails, but if you don't have a good answer to the "who cares" question or the "why would I buy from me" question, it simply won't work.

3. SPICE IT UP! You need an offer! Something with some pop. It doesn't have to be an Alaskan cruise or free key-chain with your purchase, it has to have value. And value doesn't necessarily mean monetary value. Value can come in the form of information, education, proprietary knowledge, industry trends etc... Your buyer needs to understand why they should choose you and they want to educate themselves and nurture themselves right into a purchase. You just need to control that process!

Tell me what you think and please comment if you've got something to add or if you disagree! A little debate does a body good.

It's Not What You Like, It's The Consumer!

Tuesday, June 28, 2011 by David Speakman

Dang. (Did I say that?). As we're rapidly whistling into the fireworks frenzy of the 2011 4th of July weekend, I was reminded of my friend Joe Dirt and his simple, logical "business advice" for his fireworks dealer. At The Allied Group, we're always experimenting and providing advice in a business development professional services capacity. Always thinking of and trying new technology, tactics and processes to get that desired result.

But if you're having trouble figuring out your fickle funnel, you might want to look at some basics. What about your product/program/service offering? Is it compelling? Is there anything that differentiates you from your competitors? If so, are you telling your prospects about it, or do you just assume they know? Are you providing informational and educational content as part of your corporate marketing services to help nurture your prospects through your selling cycle? Ask yourself two very basic questions: 1. Why would a prospect buy your product or service? and 2. Why would a prospect buy your product or service from you?

As we sit and appreciate some great fireworks demonstrations this weekend and think about our marketing communication strategies as our minds drift, remember, there are duds in every display. A dud doesn't have to kill your performance though. Just stick to the basics...build a fundamentally sound program and try to set realistic expectations.

And if you need a little inspiration, take 2 minutes and listen to Joe!

NCAA Rules...Please help me understand?

Tuesday, May 31, 2011 by David Speakman

Not an Ohio State fan. I don't dislike them, just indifferent. I wouldn't say I'm a huge college football fan in general. Living in the Northeast, I'm more of a fan of professional sports. For some reason, my observation is that puts me (us) in the minority compared to the rest of the country.

As a full service fulfillment company that also offers corporate marketing communications services, The Allied Group has its rules. For instance, we have a code of conduct (that includes things like policies on harassment), work hours, proper attire, vacation policy, sick days, personal days etc... And I suppose that if anyone were to violate any of these rules, they could expect consequences. Probably anything from a warning, to termination.

But we all understand that a lot of these things are simply The Allied Group's rules, not laws. We couldn't be arrested for abusing our sick days. Or be under criminal investigation for wearing a sleeveless t-shirt.

The NCAA, to me, seems to be a bit fuzzy on this. Now I suppose I haven't heard about any criminal charges looming for Jim Tressel at Ohio State, but doesn't it seem like it? And I know that I've got a lot of NCAA "baggage" influencing my thoughts (problems at Michigan, Memphis, Kentucky, UNLV, Tennessee...just to name a few off the top of my head), but doesn't it all seem to have a "criminal" tone to it?

A lot of the problems stem from some Ohio State players selling "their" Big Ten Championship rings and the Gold Pants they receive for beating Michigan. To me, if it is "yours", then you have the right to do whatever you want with it. If you give somebody something, but tell them that they have to use it under your guidelines, then it isn't really theirs then. So, which is it?

Who's the Dope?

Wednesday, May 25, 2011 by David Speakman

As I watched and listened to a lot of the Lance Armstrong doping allegations unfold over the weekend, it re-activated that "twitch" I had during the year-long "steroid era" conversation that overwhelmed the airways of talk radio.

What does this have to do with marketing communication strategies? Well, I'm not sure. But in a lot of ways, it has everything to do with marketing and business in general. Lance Armstrong, A-Rod, Marion Jones, and even Bill Romanowski...arguably THE marketable "faces" of their respective sports.

But is anyone truly surprised? I mean, c'mon folks. Lance Armstrong, 7 consecutive Tour de France wins. Arguably the most impressive feat in sports history. It's safe to say that nobody reading this article is, or ever was, a professional athlete. Maybe a couple of college athletes here? But we all can probably relate at some level to the feeling of competition and the desire to be the best. You could even apply that to being the best 3PL Provider or a leading corporate marketing communications company.

Why are we so judgmental? The reality is that these are world-class athletes. What would you have done if you were in their shoes? If you answer that question honestly, I think you'd find that you're not all that dissimilar.

Times change. The landscape also changes...whether it's professional sports or full service fulfillment. You can't compare yesterday to today. The fact is that the lead generation methods of yesterday, don't work today. Anyone who was a local lead generation expert 25 years ago, would fail applying the same methods today. The reality is that Babe Ruth would have a hard time making the 25 man active roster of the Minnesota Twins now...the current worst team in baseball.

Spray & Pray...yeah, that's what I say!

Tuesday, May 17, 2011 by David Speakman

Well, kind of. If you talked to any lead generation agencies or strategic marketing consultancy firms now, or going back a couple of years... the term "spray and pray" would certainly have to be followed by the prerequisite chuckle or at least a smirk. But why would such a popular tactic maybe 5 years ago or longer now be a virtual curse word or insult? Cuz people don't get it.

We're talking about the top of the funnel here folks! I know I'm going down a slippery credibility slope now, but at this stage in the process I want as many people as my funnel can muster. In general, I want you, your friends, your grandma and your podiatrist to know who I am, what I do and how to get in touch with me if you need to. I want to be top of mind.

Of course this "approach" began to lose it's appeal in the world of corporate marketing communications when the only tools in your tool belt were direct marketing postcards and data to print. It simply costs too much to reach out to a large group of unqualified people via print (and many other media) and then fold your hands neatly together and kneel in front of your phone.

But that's a different argument. It simply means you probably shouldn't use print as a cold local lead generation method! To me, as marketing technology has advanced, I've got my CRM, Marketing Automation, and social media to help me manage and track my leads, develop appropriate nurture campaigns and fantastic forums to push my content out. Maybe it's just a matter of changing "spray and pray" to another old adage, "the more the merrier!"

Pass the Pixie Dust

Monday, April 18, 2011 by Brian Butler

We recently worked with some highly intelligent executives at a reasonably successful larger corporation looking for long-term growth. The initial conversations revolved around the strategy, tactics and depth of programs they felt that they needed to re-educate their exiting clients about new products and services as well as making themselves known to new potential customers for more effective local lead generation.

After many meetings over several months they decided they wanted a “quick hit” to increase sales fast and didn’t want a more integrated marketing communications program. They wanted to send direct marketing postcards out one time to several thousand recipients and needed an immediate return on investment.

We said no thank you.

Oh, we could have taken their money and done a basic print fulfillment project. But, odds are, we may not have gotten the expected results right away and gotten fired anyway, likely the first in a long-line of many marketing services companies who would not get the immediate results they said they needed.

You see, the mystery of successful marketing is most often based in consistency, not magic. One anything; direct marketing postcards, rebate offers, trade shows etc. are highly unlikely to net you sustained long-term leads, prospects and ultimately, customers.

In our personal relationships, one event does not define them. Rather, it is an on-going series of interactions and remembrances that keep us connected to other individuals. Greeting cards, flowers, presents, phone calls and many other expressions of endearment help our personal relationships survive and grow.

In the same way, (to those who are receptive to it) you must commit to a never-ending series of integrated marketing communications campaign tactics like newsletters, emails, white papers, direct mail campaigns etc. to interest, excite and acquire new customers, and, keep them for the long haul. Relationships in business are built just like in our private lives, through constant attention and contact.

Just so you know, if you need more business, you need to commit to a sustained, never-ending integrated marketing communications program. If you don’t continually engage potential clients about who you are and what you do, you’re making it next to impossible for them to buy from you.

Lead Generation

Friday, April 8, 2011 by Kevin Riley

Who owns Lead Generation in your organization? Do you have sales people sitting at their desks waiting for Marketing to generate leads? Do you have Marketing people spending their time working on ideas that look great but won't catch the clients eye? Or do you have a team that bounces ideas and feedback back and forth: Strategize - Execute - Measure - Adjust...

In the old model - Marketing spent their energy creating and developing content - they made a movie... Marketing wrote the script, designed the costumes, decorated the sets, ran the ad campaign, product launch and media blitz. The I's were dotted and the T's crossed - and then it was handed off to sales.

Sales people handed out flyers, gave out candy, popcorn and soda. They showed prospects where to sit, made them feel good while the watched the movie: F&B ( The Features and Benefits of _______ ) - and when it was over they tried to sell tickets, DVD's, t-shirts and memorabilia.

In the new model - Sophisticated prospects are not interested in going to a stadium to watch YOUR F&B film. This is the age of Personalization. That means that every salesperson has to develop and maintain their brand - and every marketing person has to put the clients needs ahead of the corporate goals.

Think about your own world. Do you ask for something special your burger, do you prefer Coke or Pepsi, do you like the generic Microsoft desktop? Or, do like to customize your desktop with Red Sox stats, local weather alerts, and a personalized Yahoo home page.

Successful Strategic Marketing and Sales Teams now work together. Together they develop flexible tools that provide a framework for everyone in the organization to use to communicate something of value to the prospect/client. They develop Integrated Marketing Communications Programs that include Social Media ( Blogs, Tweets, Facebook , LinkedIn ) and traditional Marcomm Programs ( Research, Lit Fulfillment, Promotional Products ).

MOST IMPORTANTLY - they develop content that brings value to the client and solves the clients needs. Working together - Sales and Marketing leaders can be a powerful combination that equals success. Success for the client and for the Company....

Rising Above the Clutter - Communicating Effectively with Adult Students

Monday, March 14, 2011 by Larry Rondeau

A lot of people are competing for the attention of your prospective adult students. Each day, every one of them may see or hear hundreds of advertisements for a dizzying array of products. Some may be from competing institutions seeking to enroll students who might be a perfect fit for your program. Are there effective ways to rise above the clutter and effectively communicate with them?

Your marketing communication strategy, the media you use and the marketing tactics you choose can make a big difference. Sending the wrong message to the right people can make you look bad to your best prospects. Sending the right communication to the wrong people wastes both opportunities and limited resources. Using the wrong media may mean that your best prospects may never receive your message – or won’t act on it if they do.

And, if your message is the right one, how you present it can make a big difference. An experience from private industry illustrates this point. When sales of their Wave Radio were flat a few years ago, Bose Corporation of Cambridge, Massachusetts hired persuasion expert Robert Cialdini, PhD to review their advertising. He recommended changing one line, the headline on their print, Internet and public advertisements. Store traffic increased so much that sales rose by 45%.

One to One Communication Gets the Right Help to the Right People

In establishing a marketing communication strategy for your program, it is, of course, vital to accurately assess the needs of the groups you’re trying to reach. Are you trying to promote a graduate or degree completion program? Your prospective students recognize the value of higher education; with this group you need to differentiate your institution from your competitors. But if you’re trying to reach students who have no college background, discussing your programs’ merits will mean little. These prospects might need to be convinced that furthering their education will truly help their job opportunities. Or they may need to be helped to see that college is not beyond their reach.

How can you deliver the right message to the right people? Having the right data can make all the difference. Knowledgeable marketers can access data on the demographic groups that live within certain zip codes. They can help you narrow down lists for targeted direct mail campaigns. Is this approach truly effective? Professors George and Michael Belch of San Diego State University reported,

Porsche developed a direct-mail piece that was sent to a precisely defined target market: physicians in specialties with the highest income levels. This list was screened to match the demographic of Porsche buyers and narrowed further to specific geographic areas. The direct-mail piece was an X-ray of a Porsche 911 Carrera 4 written in the language of the medical audience. This creative campaign generated one of the highest response rates of any mailing Porsche has done in recent years.

You may feel that students have little in common with doctors shopping for sports cars. But studies with college students show that they really do pay attention to relevant communication. No medium can do this better than customized, personalized direct mail. Integrating this approach with other media and using research to further focus your message can magnify its effectiveness. You’ll see how in Part Two of this series.