BlueWave Media » marketing

What is your brand focus?

Kimberly — Fri, 28 May 2010 15:03:46 +0000

Here is something you might like to read, hint, hint

Social Media Revolution

Kimberly — Thu, 22 Oct 2009 18:32:34 +0000

Original Source Credit:
by Socialnomics09 and orig video

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It is an Emergency

Kimberly — Wed, 07 Oct 2009 16:47:57 +0000

Yes, you heard me right — it is an emergency. If you have not taken the time to truly take a look at your branding for your business, access if you have clearly defined it and then taken the next step to back it up with actions. A Mercedes in the garage won’t run without gas.

What does your company stand for? What do you stand for? Branding is as also about the PR, marketing, sales and Social Media Plan/Strategy. Your personal branding must align with your Brand Personality. If there is a disconnect, you run a risk of confusing your customers and worse still, appearing to miscommunicate or mislead in your information. I have seen corporations, even larger ones communicate in one direction but the experience with a company representative creates a completely different picture. Unfortunately people remember the personal experience with an individual and paint the corporation with the same brush. Your support, sales, marketing and administrative offices should all be on the same page. This also brings to light that individuals in your business who interact with the public have an effect on your corporate branding.

Does your staff woo potential customers to you or harness loyalty from current customers? Or perhaps, are they pushing your customers away? Your customers have a lot of choices out there; having a well laid-out strategy and clear communication of what truly represents your business favorably and what does is a vital piece of the branding puzzle.

This also applies to endorsements and paid advertising. Think long and hard about who you use to represent your company in a video, commercial or an ad. Some examples from the sports sector of athletes that have endorsed products but then later had to be quickly removed from all the ads spots due to unsavory behaviour in their personal lives:

Barry Bonds. (Steroids)
Kobe Bryant. (Bad behavior)
Roger Clemens. (Steroids)
Marion Jones. (Steroids)
Mark McGwire. (Steroids)
Terrell Owens. (Bad behavior)
Andy Pettitte (Human growth hormone)
Manny Ramirez. (Human chorionic gonadotropin — even Manny’s drug infractions are goofy)
Alex Rodriguez. (Steroids)
Michael Vick. (Dog fighting)

Unfortunately, there was damage done and a heavy cost to pay — you cannot dictate but you can clearly define for your staff/employees, managers, and everyone who puts a face to your business what the branding strategy is and how their personal brands affect the company. Defamation of another person or slander are not only hurtful to whom they are directed, they are illegal. Using social media (ie. Twitter, Facebook) in such a negative way has affects for them as well as the company. It is a good idea for you to know what your staff is doing online and to do a monthly report. Does this cross the line and infringe on their personal rights? This could be a huge discussion and I would love feedback rom you on this. As a business owner myself, I think it is due diligence. The information they put out there is for public consumption and many firms have used negative information or behaviour to refrain from hiring someone or to release them from employment. This is a sticky issue and will continue to be without question. What are your comany’s guidelines and best practices concerning social media and personal branding of employees?

If this is something you have not even considered at all — yes it is an emergency. Start now.

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Job Search with Social Media and Mobile

Kimberly — Thu, 10 Sep 2009 21:12:49 +0000

A great presentation by Gabe Zichermann, CEO rmbrME

Job Search With Social Media & Mobile

View more documents from gzicherm

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There is always room to grow

Kimberly — Thu, 14 May 2009 19:46:54 +0000

Although the changes in the economy have forced some businesses, and individuals to rethink their approach to marketing and branding, it is so important to have an overall strategy to get yourself out there and in the minds and hearts of your customers, potential and actual. There has never been a more important time to be consistent and effective. But how do you go about doing that? Well, although I would not state that these are the “only” and the “most complete” suggestions, I would say they are a great starting point. Let me also state that knowing something is kind of nice, but the value comes in the doing. If you plan to read this blog post, bookmark it for another time and never commit to taking any of the ideas and putting them into practice, then well, I’d have to say that might be the reason you are not finding your success in your business right now. Doing nothing qualifies for failure, doing something brings the first stage of success.

1. Do not give up.

Just because you have not been successful right out of the gate does not mean you were wrong or that you should stop. Sometimes it takes a willingness to keep going, keep working, fine-tuning and re-evaluating, but not stopping dead cold. Certainly, you should have already evaluated whether your idea or business model actually has possibilities for succeeding or that someone actually wants what you are offering. So I will not go into that here as I am assuming you have taken that first crucial step. What I am referring to it the internal, gut-wrenching desire to see it through.

2. Admit you need more training or need to learn more

If you need more training — take a traditional class or possible e-learning course. Lynda.com is a great way to continue learning at your own pace while not interrupting your work schedule. Perhaps a community college or university has evening or online courses as well. Whatever the medium, invest in yourself. Clients appreciate that you are a life-learner. Even when you honestly admit you do not know something and are willing to find out, clients do appreciate your honesty. You do not know everything. Of course, this only works when you are finding out about new and evolving information, not the core aspects about the business you are doing. If that is the case, maybe do the learning route first before you state you are a wiz or guru in that field. In fact, never call yourself a guru — it is such a put-off to many potential clients.

3. You may need a better system

People who just give up or think that success should come without any work involved are just deluding themselves. It also involves changing our mindset or the way we think. What has worked before was for that time, in that circumstance or for that reason. This is today.

If you have always been a “fly-by-the-seat-of-my-pants” kind of person and now you find yourself caught off guard, consider an organizer, whether online or on paper, and plan out your goals, your ideas (mindmapping) and get a bigger picture of things. You might just need to take an objective step back and see things from a different angle. I use MindJet MindManager, OmniFocus and OmniPlan everyday. I also use Anxiety that integrates with my MAC’s iCal as well as Things. Whatever method or apps that work best for you, just get a system going. The sooner the better. A finely-tuned system makes you better at your business, makes more people happy, and lessens the stress-load. It is a win-win situation.

4. Be an Innovator

When you follow the crowd there is no personal investment and consideration that the action or idea is even plausible or fit’s into your realm of business. Mediocre thinking will always keep you at the initial comfort level; dare not go forth into new territory, ever. You may make some money or get a few new clients here and there, but you will never realize your full potential. Maybe that is okay for you, but it is not a long-term strategy if you wish to be successful. The better solution is to be an innovative person, willing to take some well thought out risks and get yourself out of the “Linus Blanket” syndrome. You may become the trend setter, or the person people gravitate towards to hire as a consultant or business professional because you think out of the box. This allows you to be the memorable person, and business you were intended to be.

Although not exhaustive, these will give an initial loading dock to start your review of yourself and your business. Taking the time to look over things and reflect is a healthy practice that you should be doing no matter the stage of your business. Everyone needs to take a fresh look at things a few times throughout the year.

Great resource for your reading:

Company’s hiring today are looking at uniqueness, enthusiasm and preparedness in recent university graduates and undergraduates. LFP May 5, 2009 by Anita Bruzzese

Note: There is a file embedded within this post, please visit this post to download the file.

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Marketing: 9 Tools for Building Customer Loyalty

Kimberly — Sat, 21 Mar 2009 18:43:16 +0000

1 Thank-you notes: This is a no-brainer, but you’d be surprised at how many entrepreneurs neglect to write thank-you notes–especially when they get really busy. Take the time to show your customers that you genuinely appreciate their business. They’ll remember your thoughtfulness because most of your competition won’t send out thank-you notes.

2 Postcard mailings: If you target consumers, send out monthly mailings that make good refrigerator fodder, such as “Quote of the Month,” “Recipe of the Month” or useful tips on such topics as time-management, gardening or anything else that interests the bulk of your customers. Avoid being too promotional here. Just provide the kind of information that customers will want to hang on their frig. The added benefit to you is that whenever guests visit your customers’ homes, they’ll see your name, potentially leading to conversations about your business.

3 E-mail updates: Think of your e-mail update as a press release that you send to your customers. Providing them with regular product, service and customer updates via e-mail at least once per month will convey a sense of positive momentum. This keeps customers in the loop and, over time, gets them excited to be involved with you and motivates them to pass on referrals.

4 Getting together over coffee or lunch: Try to spend face time in a nonsales environment with your customers. Ask about their family, hobbies, personal goals and so forth. When you show customers that you really care about them on a personal level, they’re yours for life.

5 Birthdays, anniversaries and other special occasions: These occasions are very important to your customers and their families and friends. Be among the few who actually remember a customer’s special days, and that customer will never forget you!

6 Follow up on well-being: For example, if you find that a customer’s wife has been sick, call periodically just to find out how she’s recovering.

7 Pass referrals: One of the most powerful ways to encourage loyalty in customers is to pass them referrals. When you get a chance, scroll through your customer database and think through people you know who might add value to your customers.

8 Entertaining at your home: Throw a party for your best customers. You’ll be amazed at how much rapport and goodwill you can build with people when you get them in your home environment. Your guests will also find value in your party as a networking opportunity for them.

9 Post-sale feedback: Demonstrate that you care about the quality of your service. Call customers and ask them questions like: • Are you pleased with the service you received? • What did you like most about working with us? • What would you like to see improved?

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Seasonal International Marketing

Kimberly — Mon, 17 Nov 2008 23:02:42 +0000

How to make the most of seasonal e-marketing without alienating your international consumers.

Christmas is usually a prosperous time for e-marketers. However, since the holiday season varies according to certain countries, those companies marketing in overseas countries ought to be aware of how to encourage the holiday spirit without exploiting overly West-centric Christmas imagery.

Below we’ll look at how the holiday season varies according to certain countries, and how best to incorporate this into an online Christmas marketing strategy for overseas markets.

China

Paper lanterns and tangerines are used as Christmas decorations in China. Though it is not an official national holiday, many Chinese enjoy getting into the ‘Christmas spirit’. The main “Spring Festival” takes place toward the end of January. It is a time when children receive new clothing and toys, ancestors are worshipped, and everyone eats luxurious meals. Red is often seen at Christmastime in China, because it is associated with celebration.

Brazil

South of the border, Christmas takes place in the dead of summer. For this reason, Papai Noel (Father Christmas) wears silk clothing. According to Brazilian tradition, Papai Noel lives in Greenland. In the Brazilian nativity scene, shepherds are replaced by shepherdesses and there is a gypsy who attempts to steal baby Jesus. Festivities go on in Brazil until January 6th, which is known as Three Kings Day.

Russia

The Russian orthodox Christmas is not celebrated until January 7th. St. Nicholas was the traditional Russian version of Santa Claus. He was, however, replaced during the Soviet regime due to the suppression of religion. The figure who took his place was Grandfather Frost, who is the Russian spirit of winter. Grandfather Frost brings gifts on New Year’s, which became a more celebrated holiday than Christmas.

India

Christmas Day in India is called ‘Bada Din’ (Big Day) in Hindi, and is a national holiday, celebrated very differently across the subcontinent. Christians in the south often light clay lamps on the rooftops and walls of their houses. Christians in the plains decorate mango or banana trees at Christmas time. Houses are decorated with mango leaves. Hectic shopping takes place as everyone buys new clothes and exchanges gifts for the Christmas festivals.

The Czech Republic

In the Czech Republic, the Santa Claus figure is known as Svaty Mikalas. He is believed to climb down to earth from heaven on a golden rope along with an angel and a whip-carrying devil. Many Czech children believe that baby Jesus brings Christmas gifts to them. Unlike Santa Claus, baby Jesus is a rather abstract figure with no particular physical image attached to him. He does, however, receive wish list letters from Czech children before Christmas.

Spain

The Spanish enjoy celebrations on Christmas Day, New Years, and Three Kings Day (January 6th). The Spanish believe that wearing red underwear on New Year’s Eve brings good luck. They also eat 12 grapes (one for each chime of the clock) at midnight, which they believe will start the year with happiness. Three Kings Day celebrates the Wise Men. Many Spanish children receive their presents on this day.

Germany

Many Germans believe that the Christ child appears as an angel called Christkind. German children leave letters for him on the windowsills. Christkind sends a messenger on Christmas Eve called Christkindl. Christkindl is a beautiful fair-haired girl with a shining crown of candles who pays a visit to each house carrying presents. Advent wreaths are put tables with candles in the centre. One candles is lit each Sunday, with the last one lit on Christmas Eve.

Iran

Christmas in Iran is called the Little Feast. A great fast is observed starting December 1st until the 25th, during which no meat, eggs, milk, or cheese is eaten. This is observed as a time peace and meditation, when church services are frequented. The boys and girls of Iran do not tend to believe in Santa Claus, and they do not usually exchange gifts at Christmas. However they do receive new clothes, which they wear during the Christmas week.

Internationalising your Christmas e-marketing strategy

If you want to take advantage of the ‘holiday spirit’ in your international customers, it’s a good strategy to incorporate their cultural holiday traditions. For example, a site aimed at Chinese customers could make good use of the colour red. Those targeting Brazil or Spain would do well to continue their Christmas marketing strategy until January 6th, while those targeting Russia might not even want to start their Christmas marketing until the beginning of January, keeping with the later date of Russia’s Christmas. German-targeted sites might incorporate the Christkind and Christkindl imagery.

There is, of course, much more to Christmas holiday traditions than the summaries incorporated into this article. Some further research into your target markets could reveal some key Christmas marketing tools.

Good luck and happy pre-holidays (November Marketing Month) from all of us at BlueWave Media.

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Taking the Brand to the Conversation

Kimberly — Mon, 12 May 2008 17:09:30 +0000

Why do some ads become urban legends and some don’t? It’s all about the “sticky factor.”

The difference between a good marketing campaign that can live on for decades (remember the Coca-Cola ads for example – I want to buy the world a Coke) and one that barely hits the radar is not so much about budget, models and location. It is about the memorable factor that met us where we are, became a meaningful and integral part of our everyday experience.

Simply put, sticky ideas have six things in common: they are simple; they’re unexpected; they’re concrete (which means we can visualize them); they’re credible; they’re emotional; and they contain a story element.

One of the most vivid example I can think of is the Jetta ad; a driver and a passenger are having a conversation when suddenly the car is hit in a crash. They both survive, unharmed. Once your heart comes back to a normal rhythm, you realize the message and love it. The prize is precisely synchronized with the core message of the campaign, which is about safety. With an unexpected idea, Volkswagon does not waste our time. That ad, which contrasts with thousands of other car ads that show a lonely car winding through an empty road, is about as sticky as you can get!

Every marketer, business owner and professional wants to create a conversation. They want to build an online community that keeps the conversation going. But no one is going to flock to a site to talk about interest rates or taxes or sunrooms just for the sake of themselves. I think that is fundamentally misguided.

Take the Dove campaign for Beauty for example; Dove said there are things that people are already talking about–that they already care about.

Dove did some fascinating research leading into that campaign. They found that only 2% of women were willing to say they were beautiful and only 9% said they were attractive. And it made them angry. What kind of beauty norms are we establishing that only 9% of the women in the world say they’re attractive?

So what Dove did was take their brand to the conversation instead of expecting the conversation to come to them.

How does your marketing bring your brand to the conversation? How can you join in the already active conversation about what people are moved about, care about and desire in the deep crevices of their human experience?

Something to think about. Then act upon.