Go ahead…Be Average! Our Tips for Being Mediocre

When it comes to branding and strategic communications, no one wants to be known by their public as mediocre.  In this competitive media environment, being average is a recipe for failure.  And, speaking from a strategic communications perspective, more businesses fail from the lack of communication with their customers and potential customers than any other factor.  The next huge blunder that businesses make is failing to differentiate themselves from their competitors.  To drive home the point, here are some tips on how to be mediocre and fail in business.

 

1. Live in a Y2K World.  If you want to be mediocre, live in the past.  There is a world of difference between 2000 and 2012, especially when it comes to strategic communications.  Just think of how consumers receive communication today.  In case you have not noticed, for a good many people, it is mainly on these things called smart phones.  In 2000, although in decline, the networks still ruled the airwaves in terms of advertising and consumer reach.  Today, we have Facebook and Twitter to name just a few of the new avenues customers are not engaged.  I cringe when I hear small business people totally disregard Facebook as a tool for their business communication.  Times have changed and all businesses from American Airlines to Sherry's Sub Shop must embrace the change to succeed in today's marketplace.

2. Focus on only one front.  If you want to be really average (or even a failed business) focus on only one form of strategic communication.  You do not have to be a general to understand that a war cannot be won if you do not fight on all fronts.  The same is true for business owners of today.  The media world is complicated; and calling it multidimensional is an understatement.  Make sure you are "ON AIR" on a variety of media outlets.  No business just tweets today.  Their tweets hit their Facebook page and update their blogs all at once.  Their websites point to their Facebook fan pages and so on and so on.  To be better than average, the small business owner knows that he or she must engage his customers and potential customers through as many channels as possible.  It is time consuming and it may even seem like a merry-go-round on steroids, but the smart business owner of today knows he or she must get his or her ticket punched and get on the ride.

 

Very few businesses present service or product offerings that are revolutionary and no other business offers.  In today’s fast paced world, even if you invent a new product or service, within days your competition will have replicated it and put their spin on your idea.  The key to success in branding is strategic communications.  You have to consistently tell your story and share with the consumer why you are better and what you offer is superior than that of your competition.  You have to show today's public - bobmbarded with media - that you deserve their interest.  After all, everyone wants to be liked.

Concierge PA.  We're here if you need us.

In the 3-D World, Winning Brands are Still One-dimentional!

Have you ever watched the Academy Awards and later (sorry guys) been bombarded with the pain-staking details of who made the Best Dressed Red Carpet List from Entertainment Weekly, Bravo and People Magazine?  Then, you find out that the winner was always the one wearing a “classic” dress or suit with “simple lines,” and “refined details.”.  The commentator described it as, “simple elegance.”  Well, all the fashion hullabaloo aside, building a winning brand follows the same prescription.

 

Whether in Dallas or Dubai, a winning brand has to be classic, focused, singular, and simple if you want it to be instantly relatable to your audience.  Your brand has to instantaneously convey what your company or organization stands for to the consumer.  It is almost hypocritical, but it takes a great deal of work and a complicated strategic communications plan to build a brand that conveys its “worth” to consumers in very simple, classic terms.  The strength of strategic communications and marketing strategy has a foundation in simplicity.

Often times, business owners are the experts in the myriad of intricacies, benefits, offerings, unique components, value added elements, proprietary hues, and those “never-before-offered” assets associated with their beloved products and services.  But, those one-of-a-kind product and service line attributes do NOT a brand build.  Too often business owners are too engrossed in the details to…well…see the forest for the trees.  Building your brand is like packaging all of your unique offerings into a simple, beautifully-wrapped Tiffany box.  Now that’s a brand.

 

Concierge PA

 

 

 

Concierge PA Shines The Spotlight On: Tracy Merzi of Dallas Business Journal

When it comes to strategic communications, marketing, and media, Dallas has some outstanding professional talent.  And, if you are "in the business" so to speak, you can appreciate that we have a professional like Tracy Merzi in Big D.

Tracy is the Publisher of the Dallas Business Journal.  She took the reins almost a year ago after coming to Dallas from Washington, D.C. where she was a director with the Washington Business Journal.  We are lucky to have her.

Tracy spent three years at the Washington Business Journal and 15 years at the Pittsburgh Business Times.  She has solid experience in publishing and advertising, but also has the spirit, depth and warmth that we in this business so appreciate.  She is an asset to our Dallas professional community.  Daniel Brown of our office was just at a Dallas Business Journal event and he always comments on how Tracy's events have the complete "marketing mix" when it comes to professional networking

No list of tips today.  We will just highlight the importance of having great talent in our great city of Dallas.  And, Tracy is just that.  Well...here is a tip...get to know Tracy and the Dallas Business Journal.  And, get to one of her events if you can.  She and it will make you proud to be in our profession.

This is Concierge PA signing off.

Check out Tracy and the Dallas Business Journal.