Beware of “Marketing” Sharks and How to Keep Them at Bay

Let’s just be honest.  Whether in Dallas or Denmark, there are individuals out there that run around claiming to be “marketing” experts but are really just sharks that simply give the profession a bad name.  And, truth be known, there are many small business owners that are ripe for being preyed upon by these unscrupulous individuals because “marketing” is still the “unknown” to many of them. Here is some advice and a little shark repellent to keep the hammerheads at bay.

 

1. Learn what marketing truly is.  Marketing is price, product, promotion and place (distribution).  It is not simply promotion.  Promotion including advertising, public relations, social media and the like are only components of marketing.  In actuality, marketing is a complex discipline that includes many elements.  Ever read a marketing plan?  Hopefully you have one, but if not, the plan entails much more than promotion.  Read up on the fundamentals of marketing and gain a true “textbook” understanding of the business discipline.  And, the next time someone says they are in the “marketing” business ask him or her what that exactly means.  You will be surprised at the lack of knowledge “marketing” geniuses really have about marketing.

 

 2. Demand a plan. Once you have a solid understanding of marketing, beware of those that use the term loosely, and ask them to submit a written plan for what they are proposing for you.  At Concierge PA, our core service offering is strategic communications.  The term is significant because we tie every effort on behalf of our clients to a comprehensive and structured plan that is designed to positively impact their fiscal goals.  Our efforts are not whimsical, but are based on solid research and involve measurable results.  When someone says they can do this or that in terms of “marketing,” tell them to put it in writing and demand a plan.

 

3. After you have demanded the plan, demand a contract.  Make sure that key deliverables are in writing with deadlines attached.  We recently have heard from several Dallas business owners that they each paid over $3,000 for websites and still have yet to get anything other than a landing page.  Without a contract, technically someone could argue that the landing page is the website and they did their job.  That is horrible business, but more importantly, it is unthinkable that a business owner would pay someone that amount of money without a completed product based on a mutually agreeable contract.

 

4. Never pay for any “marketing” service in full until it is produced as agreed.  If some “marketing guru” demands full payment before they begin a project, tell them to go fish, as there is no legitimate reason to justify full payment before project completion.  Take website design for an example.  If someone offers to produce a website for you, why would they need the full payment up front?  Many times you will hear the argument that he or she has been “stiffed” by past clients.  That argument is not valid because designers keep control of the password to the site until you pay them in full.  In other words, they already hold the power, so that argument is not valid in the least.  The same is virtually true with any project.  Demand for payment in full before production is even started should be a red flag.

 

You are in business to generate and gain business.  And, there is a reason for the phrase, "business is business."  Why on earth would anyone throw money around without sound business processes, documents and decisions to back up the expense?  Business should be structured and based on data and logic.  If you do not protect your business using sound business principles, you may as well swim with the sharks.

 

As always, keep your head above water and contact Concierge PA.

www.conciergepa.com

The Top 3 “Marketing” Mistakes Small Businesses Make

More often than not, most small businesses make “marketing” blunders that they do not even know they are making.  The main reason is that unfortunately, “marketing” represents the unknown to many small business owners.  Here are the top 3 mistakes small business owners make when it comes to “marketing”:

1.  Most small business owners do not even know the true definition of marketing.  Marketing is price, product, promotion and place (distribution).  Most entrepreneurs equate marketing solely with promotion.  And, that is a problem in itself.  Business owners need to have a solid foundation in the principles of marketing and understand each of its vital components.

2.  Because there is lack of understanding of the fundamentals of marketing, and because most small business owners equate marketing with promotion, the second biggest mistake is that many businesses get taken advantage of financially by many so-called “marketing firms.”  Because many entrepreneurs are not marketing savvy, they do not know how to source and negotiate their "marketing" expenditures.  They simply leave it up to the “experts.”

 

3.  The major mistake small businesses make in terms of "marketing" is not partnering with a reputable firm that not only can produce great marketing materials, but also can serve as a consultant and thus provide for significant “marketing” RIO.  When it comes to "marketing" in today's competitive and social environment, "do it and forget it" processes are over.  Connecting with and engaging potential customers is a constant process that takes considerable time and skill to have a real impact on your bottom line.  You have to hire a true partner when it comes to one of the most important components of your revenue cycle.

Break the cycle and stop making common small business “marketing” mistakes.  Contact Concierge PA and let us show you how we build great reputations while we practice good, old-fashioned business practices where we value our client partnerships above all else.

What You Really Need to Know About Hiring a Strategic Communications and Marketing Firm

Have you ever noticed how much information there is out there about HOW to communicate, or WHAT program or platform to use?  There is even a lot of ink out there on WHEN and WHERE to place your next revolutionary post.  What about the WHO?  Where is the advice on WHOM to trust to partner with on your strategic communication and marketing initiatives?


No one can tell you exactly WHO to partner with for your communications and marketing needs.  Its like telling you who to date.  It really takes two to tango.  And, getting the chemistry right is not as easy as shopping on Amazon.com.  We can, however, give you some great pointers in selecting the best firm for you and your brand.

1. Run from a firm or agency that is just all show.  There are some great designers out there.  Dallas has a wonderful creative field of talent.  But, art is art is art.  And, art it is in the eye of the beholder.  A design without the backing of information and a strategic plan is just that, a design.  When it comes to strategic communications and marketing, art - no matter how beautiful and eye cathing it is - must be built around and executed as a result of a concise plan if it is to truly have a beneficial impact on your bottom line.  And, you are in business for revenue, are you not?  Think of it this way; if someone asked you to cook a wonderful casserole and they simply handed you a picture of it, do you think you could produce exactly what they wanted?  I sincerely doubt it.  You need detailed information.  You need the recipe.  Make sure your communications and marketing partner does not just hand you a picture.  Make sure there is a recipe behind it.

2. Make sure you feel a sense of trust in your communications and marketing partner.  And, remember trust is based on not only a gut feeling, but the actual benefits that the firm not only conveys in words, but can back up in action.  Be very wary of smooth talkers.  Remember, this is your business.  It operates on numbers not idle words.  Make sure the prospective firm offers to produce information and data to gain your trust and your business.  Google them.  Look at the content on their website and their blogs.  Do your homework and never let "name dropping," a cute portfolio, or smooth talk sway you.  Before they get your business, they should offer to provide you detailed information such as a composite marketing plan.  Also, if they are not asking you questions and listening more than you are, chances are they may not be right for you.
 
Strategic communications and marketing should be important components of building your brand.  Do your due diligence to partner with a firm that provides you concrete reassurances and the trust to know that they can be a true partner in a complex facet of your business.

Concierge PA

 

Click our link.  You will see why our hallmarks are: Loyalty.  Privacy.  Trust.

Love Him or Hate Him...What You Can Learn from The Bieber

When you think of Justin Bieber, more than likely the first thing that transpires is an almost instantaneous love or hate reaction. You like the kid, or you are shaking your head wondering what's up with all the hype surrounding the teenybopper. The next thing that comes to mind is probably music. After all he is a musical superstar...regardless of what any of us think. The real bass behind the ballad known as Bieber, however, is really about the other M-word, marketing.

Put your reactions aside and forget about the young crooner all together. The real story is in the strategic communications and marketing baritone behind the boy wonder. From the very beginning, his team did what we as communications and marketing professionals strive to do every day; they mastered the media and played it like a fiddle.

When the heartthrob was only 12, the Biebster's team (mainly his mom at that point) rejected the traditional route of promoting him simply by sending demo tapes to record label big wigs. Sound like the old, traditional PR pitch to print editors?  Instead of targeting a few recording execs, they targeted and engaged the world by marketing the Biebmeister on YouTube. Guess what?  Not only did he go viral, but in a twist of irony, instead of Biebs pitching to recording label hot shots, they came to him. The rest, as they say, is history.

Today, Justin Bieber is the guy to beat in terms of trending on social media.  He has over 29 million followers on Twitter. Yes, I said 29 million. That is more than the entire population of the state of Texas.  And, he consistently grows his...well..."followship" by engaging them with the most original of material.  Just recently he pulled off an elaborate PR stunt – managed through Twitter – designed to keep his followers engaged and at the same time promote his upcoming single.  The antics surrounded Master Bieber tweeting about a supposedly stolen laptop that supposedly had compromising pictures of him on its hard drive.  Can you say, “Female fan frenzy” as fast as you can three times?  Because his team was so marketing savvy, sales of his latest single have skyrocketed.  No wonder the Biebernator is smiling all the way to the bank.

The take away from this is that to succeed in this bustling communications, media and marketing ecosystem, you must be original, produce original content, and continuously invent the next creative vehicle to engage your audience.  This brand of marketing is not just for Hollywood stars.  You can do the exact same thing with Dallas as your stage. 



Contact Concierge PA.  We've been known to be able to carry a tune or two.

 

For more information on Justin Bieber's marketing visit Ad Age Digital.

Tuesday's Tip on the Tip: Employ Mob Rule

When it comes to strategic communication and marketing, content is king.  But, even the best content needs context to stand out in today's saturated information marketplace.  There are tons of tips being published regarding how YOU should publish content.  Here is a tip on one of the most common tips that you probably already know about, and have heard a thousand times.  

Everyone has heard, "Publish original content."  There are two main reasons for making this practice a habit when it comes to your marketing communication even on social media.  The first is that original content helps you tell your unique story to your target audience.  And, that is key to developing the followers and the customers you need and want.  The other important reason is for search engine results.  When you re-use or copy material that is already published, Google and other search engines basically say, "Already seen that...done that...NEXT."  Content that is original gets noticed by search engines and helps your own marketing.  Here is our Tip on the Tip:

Employ Mob Rule.  Instead of you always sitting in front of the computer and pounding out every word of original content that you post and publish, why not try something new and engage your audience in the production of your content before you publish it?  Now that's original!

Write your next pieces by interviewing members of your target audience, the same people you want to engage, and the people you want as customers.  Interview them.  Get their points of view.  And, then use their contributions in your next post or piece.  Quote them and use their names (with permission of course).  People love to be included in stories and they tell other people who tell other people.  Couldn't hurt your following could it?

Stories in print (newspapers, etc.) are filled with quotes and a good many of them are comprised of interviews.  Employ this same tactic for the pieces you produce and publish on the Internet.  It is a great way to truly include your audience at the front-end of your story, will give you great feedback, and will help to really draw in and engage your readers.  That is our Tip on the Tip for this Tuesday.

If you ever need us to tip the hat in your favor, remember that

 Concierge PA is just click away.

 

And, visit our Exhibits Page to see some or our original content.

 

What Peatsy Hollings Taught Me About Communication

I had the privilege of working for a great member of the U. S. Senate.  And, I do not mean Senator Fritz Hollings.  Although as a godfather, a former U. S. Senator, a former South Carolina Governor and as a mentor, the influence the Senator had on me has been tremendous.  But, it was his counterpart and wife, Peatsy, who may have had a greater impact on me.  And, I deem her a member of the Senate as she was an institution in those halls as much as Senator Dole, or Kennedy.  She was beloved by Republicans and Democrats alike and she filibustered for what she believed as if she had a vote on the floor of that chamber.

In years past, I had the great opportunity to learn a great deal about politics, marketing and communication from the Senator as we toured the entire state during his campaigns.  But, I learned just a little more from Peatsy.  She taught me what real communications was about.  It was about concisely stating what you believe.  It meant listening to understand and get the feedback needed to fine tune your message.  She taught me that communication and marketing were key to winning political campaigns, and the most important element of both of them was developing trust.  Whether in Dallas, or Washington DC, or Charleston, SC, great communication is all about trust.  Journalism professors could not teach that like the old pro herself, Peatsy Hollings.  We miss her greatly already.

 

 

Peaty Hollings

1935 - 2012

 

Link to The Post and Courier.

 

 

 

 

 

    

The Queen's sombrero and marketing communication.

If you have not taken the time to sit back and think about how much marketing communication has changed, you should. The changes are astounding from Dallas to New Delhi, and the rules have changed significantly from even five years ago. One important change is the actual decentralization of marketing communications and publishing.

The days are over when only the Forbes and the Hearsts published business and consumer material. Today, everyone that is pushing written material through the various Internet channels is a publisher. That means you. When you are not in the role of the soccer mom or proud papa posting pictures of little Bobby on Instagram, or exclaiming your pride that Susie made the cheerleading squad on Facebook, you should most likely be following more formal rules when communicating - as your role and audience are most likely very different. You’re wearing a different hat.

 

When you are not tweeting about the family, or posting some anecdotal story online, more than likely you are publishing business and professional information such as marketing communication.  And, the hat you wear is different, the rules are different and the style should be different.  When you are publishing business communication, remember these rules:

 

1. Wear the right hat.  Remember you are not writing poetry or posting a personal status when you are writing professionally.  You are communicating as a professional to other professionals. And, with that comes some formality in your style and execution.  That is not to say you cannot write business communication with expression and catchy headlines.  In fact, marketing communication sometimes requires that.  It simply means, when you are communicating professionally, you need to remember your audience, and that your professional role and credibility should be as evident in your style and presentation as in your content.

2. Don’t co-mingle professional and personal communication.  Your friends on Facebook (and other social media) are different from fans on your fan page.  Have a personal Facebook page for communicating with your BFF, and have a separate Facebook page (fan page) for your professional communication and content.  The same holds true for blogs.  There are professional blogs, and then there are personal blogs.  They do not mix.

3. Use professional vehicles for your professional communication.  In this day and age, you should have a professional website for your business operations, period.  Costs are simply low enough these day as to not be an issue.  And, you should have a professional email address (or addresses) attached to it.  You lose credibility when you communicate to a potential customer or client from lulu@yahoo.com.  For little or no cost (depending on your hosting platform), you can obtain a professional email address such as jane@myprofessionalemailaddress.com.  Always communication using professional platforms and vehicles when you are publishing professional communication – including emails.

 

Just remember, business is business, including when you are publishing marketing communication, or any other professional material for that matter.  One hat does not fit all.  Case in point: Queen Elizabeth wears a lot of hats.  But, you would never see her wearing a sombrero to an investiture at Westminster Abbey.  Just saying…

 

 

As always, contact Concierge PA...we have an extensive hat collection!

Don't forget your press pass!!!

Long gone are the days of solely pitching to reporters and editors to get your story in the pages of The Dallas Morning News.  Yes...it still is wonderful to be picked up and have a story on the front page of the business section, but search marketing and social media marketing have changed the game dramatically.

Now, anyone writing content and posting it on the web is the new journalist of this age.  I am a journalist...huh?  Yes, you are because what you write and post is published and can be seen by an audience.  And, what you say and how your material looks reflects on you and your business.  Here are few tips to help you be successful in your new journalism career:

1.  Become familiar with AP style.  Get an AP Stylebook or sign up online at http://www.apstylebook.com/.  Familiarize yourself with common rules of journalism so your material is taken seriously and comes across with credibility.

2.  Tell a story and write like you speak.  While following grammatical and style rules, make sure you come across with a genuine tone that your readers can appreciate.  Tell a story and engage an audience with down-to-earth material that readers can relate to.

3.  Finally, provide information, links, and original content that sets you and, or your business apart from the the pack.  There is an overwhelming amount of information being exchanged on the Internet...make your content stand out.

As always, visit Concierge PA if we can help out.

Can You Say...Short and Sweet?

Our friends at Social Media Examiner (a shout out to Michael Stelzner) offer great social media marketing tips to Dallas professionals and international followers alike.

Can you believe the first bit of advice was to keep your Facebook updates short?  At Concierge PA, we think that advice is sweet as we understand the newest trend in social media and mobile marketing is to hit with a one...two punch.

Check out The Social Media Examiner.

Organize Your Thoughts...

ReadWriteWeb’s Richard MacManus argues that the next big Internet thing is… wait for it, wait for it… topic pages. While he draws a clear distinction between this phenomenon and traditional content curation, MacManus notes that the modern Web is way too noisy and we need more sites that organize third-party content in a meaningful way.

Check out the Alltop video below...its the wave of the future.

Get Your Facebook On! What You Can Learn From An Orange

Our friends at PR News announced their 2012 Digital PR Awards winners.

See what you can learn from the Facebook Communications winner, Pepsico's Tropicana brand.

See all of the 2012 PR News Digital PR Awards Winners.

Hot Communication Apps!!!

Our friends at Vocus Blog brought us the 411 on some great new apps for communications, marketing and just plain good business.

Check out their latest post entitled, "10 Mobile Business Apps Every SMB Marketer Should Know."

10 Mobile Business Apps Every SMB Marketer Should Know

Connect and Engage!

In a world dominated by social media, don't forget about excellent print resources for engaging businesses in the Dallas / Fort Worth market.  Here's a great resource by our friends at the Dallas Business Journal...

Who's the leader in your market?
Dallas Business Journal Book of Lists provides you with listings of hundreds of the hottest area companies in their fields, by ranking. You'll also receive the names of key decision makers, along with their titles and complete contact information.

Dallas Business Journal Book of Lists

Now that is what we call a marketing mix....

Campbell’s Releases Warhol-Inspired Soup Cans



Read more from our friends at CNN.