What's Your Business Signature?

Good, bad or indifferent, when you hear the words, Rolls Royce, Jeep, and Hummer, you immediately see an image in your mind associated with the respective name.  That image represents the product.  Our minds then, almost instantaneously, process an associated significance of the image.  In the marketing world, it is called the brand.  That associated significance or “brand,” believe it or not, was not actually developed by your brain alone…as smart and complex as it may be.  It was developed by a strategic communications plan that told your brain how to associate the product.

Before your utter one word on behalf of your business, you need a strategic communications plan to guide your messages.  As a business owner you will communicate a multitude of images and words including product specs that may be conveyed on your About Us webpage, in detail in a full color print collateral, through digital ads, and even through tweets and posts.  A strategic communications plan helps package and define all those details into a concise message – the signature of the product or service, so to speak – and converts all the images and text into the associated significance of it all, the brand.

 

A strategic communications plan helps define and wrap all of the various marketing details into the brand, and, in essence guides the consumer on how to view the product or service just at the sound of the brand name.  Everything that you communicate on behalf of your business including on all of your business social media accounts needs to be consistently aligned with your strategic communications plan.  In other words, when you communicate on behalf of your business, the message should never be random.  In business, a tweet is not just a tweet.  Everything you communicate should be strategically planned to advance your business goals.

As a business owner, it is your job to manage your professional communication.  And, it can be a full-time job.  Every message including even what you post on Facebook should be a strategic communication, and nothing that you communicate on behalf of your business should be on a whim.  Everything you communicate on a professional level should be published only after it has been vetted against your strategic communications plan which guides you and helps you keep a sharp eye on your business goals.  Only then will you be able to take all to the complex and intricate specs, text, benefits, content, and images and make them translate into a concise and unique signature that speak volumes for your business and becomes your brand. 

Concierge PA:  We build Signature Brands!

 

www.conciergepa.com

Offer and Acceptance

Marketing as a concept, from its inception through today, can be broken down to two key terms, offer and acceptance.  That's exactly what marketing is.  And, in itself, it is not much more complicated than that.  Marketing, whether it is conducted in Dallas or Atlanta, is a fundamental business practice which is based on the two actions of an offer being made and an acceptance by the buyer or purchaser.  Those terms are also key components of contractual law, but in terms of non-contracted commerce, understanding the processes surrounding the actions makes for a much more clear perspective.

When you market a product or service, you offer that product or service and hope that a consumer will accept and purchase your offering.  Sounds pretty simple as a concept.  But as it often is, the devil is in the details.  Next, what you offer determines whether a consumer will purchase it.  To make things more complicated, the consumer has to know what you are offering to be able to even accept the offer.  Let's continue.  Now, to reach the consumer for him or her to even know about your offer, you have to know the habits of the consumer.  And, to try and understand the habits of the consumer to even reach him or her to make your offer, you have to know things like his or her age, possibly his or her race, and maybe even how much money he or she makes.  And, at this point, we have only scratched the surface.

Once you feel as though you know the type of consumer to whom you wish to present the offer, you then have to decide whether you will present the offer to him or her by advertising on The Today Show, or maybe you could better reach him or her by purchasing Google Adwords.  What if he or she listens religiously to a morning radio show?  Perhaps you could present him or her our offer via that radio broadcast.  What if he or she is constantly on Twitter or Instagram?  Perhaps you could present your offer through one or both of those marketing channels.  Or, maybe you should present the offer on his or her favorite social media outlet, Facebook.  What is truly basic in concept now seems extremely complex in the details.  And, we have not even taken into account the marketing budget.

Marketing and strategic communication are basic and pure conceptually.  At the core of those basics is the presentation of an offer and the acceptance of that offer.  They are as basic and fundamental as the love a parent has for his or her child, and as complicated as expressing and conveying that love during the child's trying teenage years.  To be successful in marketing as well as parenting, you must whole-heartedly embrace the basic and core premises, and subsequently navigate through all of the complexities surrounding them.  The art of understanding, revisiting, and embracing the basics keeps you grounded and focused clearly on your marketing objectives.  And, each complex detail needs to tie back to the basics.  In terms of marketing, no one said running your business would be easy.  But, at the end of the day, if you embrace the basics, all of the complexities will come into focus.  And, navigating through all of the challenges will be well worth it, because after all, your business is your baby.

Concierge PA: We make offers acceptable!

 

www.conciergepa.com

Define and Conquer

In terms of strategic communications, the marketplace is extremely noisy and crowded.  Not only are there a multitude of outlets, there are endless marketing channels and platforms.  And, this presents a significant challenge when it comes to attempting to engage your target audience.  But, what we see as more of a critical issue is that many small organizations still have not even defined who their target audience is.  In the marketing game of 2013, you snooze...you lose.  Its time to define and conquer!
As it is 2013, I hope that it comes as no surprise to you that there are consumers out there that encounter 90% of all strategic and marketing communication that reaches them solely via their smart phones.  That means that a marketer will never reach them with network television commercials or newpaper print ads.  This demographic group tends to be young.  Another important fact regarding this group, is that they are abandoning Facebook in droves.  Believe it or not, but Facebook is too constricting and formal in format for them.  They prefer Instagram and Twitter as well as a few other emerging options.

And, again in 2013, there are some consumers that receive the majority of their strategic and marketing communication via ads run on our broadcast networks.  And, this demographic group still reads print magazines and newspapers.  You may have guessed that this audience tends to be older, and its members don't have Facebook pages or Twitter accounts.   They are a distinct audience.

Despite the myriad of marketing channels, platforms and outlets, one thing we hope you take from this post is that target audiences can still be readily segmented through demographics.  And, an added benefit is that these audiences' media habits can be qualified.  Rather than being confused or overwhelmed by the complex highway of marketing avenues, if you refine your offering and define your target audience, you may have the roadmap to actually engage them and grow your sales.  It's all up to you to define.

Concierge PA: We'll help you define success.

 

www.conciergepa.com 

Buck the Trends and Get Back to The Basics!

 

As a business owner, a physician practice manager, a realtor, or an executive director of a nonprofit who keeps abreast of strategic communications and marketing trends, you cannot help but feeling bombarded by the newest trends in social media, SEO and content marketing, to name a few.  And, it seems as though every other week there is a new marketing development.  We live in a confusing, ever-changing, and sometimes even contradictory marketing ecosystem.  One minute you are told one strategy is the way to go.  The next minute that great, new marketing trend is being shot down as outdated.  If the past can teach us anything about strategic communications and marketing, 2013 is the year you need to stop being concerned about trends and get back to the basics.

The reality is marketing is marketing.  Marketing is price, product, promotion, and distribution (place).  It's concept has not changed since its inception.  And, more importantly, its goal has never changed.  In a nutshell, marketing is the sum of processes designed to increase revenue.  Plain and simple.  It does not matter if it is newspaper print advertising, backlinks, a Facebook page, or even a tweet; if the activity does not increase your bottom line, it is pointless.  And, if you have spent countless hours and money on efforts that have not increased your revenue, that is time and money wasted.  That is your reality.  And, your reality - not the latest social media trends - is all that counts.

Make 2013 the year to buck trends.  Get back to your reality and the basics of marketing.  If an employee wearing a sandwich board promoting your business brings in more revenue that an infographic on a social media platform, get him or her suited up, and get that cash register ringing.  Trendy is cute, and all things new may be exciting; but revenue is reality and cash is still king.

Concierge PA:

 We embrace the basics.

www.conciergepa.com

And, the Oscar Goes to...Special K!

If you looked past Halle Berry's flowing Versace and all of the other fashion on the red carpet, saw beyond the 007 tribute, and could hear over Barbra Streisand heartfully singing, "The Way We Were," as a tribute to Marvin Hamlisch, you may have noticed some crafty strategic communication and marketing winners.  Maybe the small business owner in Dallas or Atlanta didn't get the $43,000 gift bag given to the Oscar presenters and winners, but he or she could take away a very valuable lesson from Hollywood's grand night.

 

From a strategic communications and marketing standpoint, context and theme were the true stars of the evening.  Brands from Special K to American Express paraded their marketing prowess to engage their audiences by basing their productions around the theme and context of the Academy Awards.

Although the stage may not be as grand, professionals in Dallas and Atlanta; and Denver and Anchorage can be winners by understanding the importance of context and themes when it comes to their strategic communications and marketing initiatives. 

 

Engaging your target audience with creative messaging that ties your products or services to events in which they are already engaged can bring them walking down the red carpet and straight to your brand.  Just as Daniel Day Lewis did not win his Oscar overnight, growing your customer and client bases will not come easily.  Like the production of Les Miserables, it will take a healthy amount of creativity, solid direction, many takes, and great deal of work.  But, in the end, if you study your lines, we think you too can be a big winner.

Concierge PA: if you ever need help with your script, our production team is always here for you.

 

www.conciergepa.com

 

Let's Get Real

Make 2013 the year you get "real" with your strategic communication efforts.  Be authentic, creative, unique and truly engaging.  Your target audience will love it and you will see real impact.

1. Engage your target audience with unique content tailored to them.  As a business owner, you know your target audience best, and all of your strategic communication and marketing material – whether in collateral pieces or on Facebook – should be tailored to the interests of your target audience.  In today’s marketing landscape, when you want to achieve high search engine rankings that brings qualified organic traffic to your website and social media pages, consistently develop unique content that will engage your target audience.  And, whenever possible develop a theme and build a campaign around it with unique but homogenized content on all of your strategic communications outlets.

 2. Use unique images and video.  Whenever possible develop and share your own unique images.  Stock images are useful for generic communication.  Like many blogs, we use them as they communicate what we need them to communicate on a general level.  When you are trying to engage and interact with your specific target audience however, develop images and video around that actual audience.  Snap photos and take video with your iPhone or Android device and share them on your Facebook page.  Share the images and video of your customers interacting with your products on Instagram and Twitter.  There is no better way to engage your audience than actually casting them consistently in your marketing material. 

3. Make all of your content “real.”  Be authentic.  When attempting to directly engage your target audience, avoid generic and overused content, and develop content that is unique and involves the audience members on a personal level.  Through all of your marketing material, you are trying to directly engage your audience and positively impact your sales.  Whether your audience is in Dallas, or Atlanta; or Dubai, or Athens, gear your strategic communications efforts to engage them at the grass roots level.  Whenever possible, speak to them directly and personally.  After all, that’s what friends are for.

Concierge PA.  If you need us, you can always rely on Concierge PA as a real business partner.

 

www.conciergepa.com

The Pitfalls of DIY Social Media Marketing

The use of social media is now a must for any business -regardless of its size.  Both Joe's Pizza Parlor on the corner of Main and Sycamore in Anytown, USA, and the franchise giant, Pizza Hut, must employ social media as part of their strategic communications and marketing strategies.  Trust me when I say that Pizza Hut has an extensive social media marketing plan based on research.  They also have dedicated resources to manage their social media marketing efforts.  Every post and tweet by Pizza Hut is calculated and follows their extensive strategic communications plan.  The posts by Joe, the owner of Joe's Pizza Parlor, are random, unplanned, and inconsistent.  And, because they are not synchronized with a carefully developed plan, they may actually harm Joe's sales.   Here are some pitfalls to avoid when employing do-it-yourself (DIY) social media to support your business:

1. Do not simply jump in.  If you cannot swim, you probably should not jump off of a ship into the middle of the Atlantic Ocean.  When it comes to social media marketing, the same premise holds true.  Without guidance, reliance on a comprehensive strategic communications and marketing plan, and without the requisite knowledge of social media, DIY social media operations can actually hurt your sales.  Mastering social media for professional marketing is not a simple undertaking.  Consult with experts, and always have and follow a comprehensive plan for all of your professional communication efforts.

2. Don't get personal.  One of the first things you learn in business is to keep your personal finances and business finances separate.  When it comes to personal and professional social media activities, the same holds true.  Do not post irrelevant family photos on your Facebook business page.  Better yet, do not communicate anything that is personal in nature on any social media platform you employ on behalf of your business.  Business is business.  And, when it comes to social media marketing for your business, nothing should be personal.

3. Realize your limitations. 
I doubt that you would represent yourself in a court of law should you be charged with a crime.  Your freedom is too important.  Although the situation may not be as dramatic, I assume your business is important.  Do not simply take it upon yourself to manage your social media marketing efforts without a strategic communications and marketing plan and without consultation with experts in that field.  It can become a nightmare when you do not truly know what you are doing.  You run your business for a reason.  And, one of the reasons is to succeed.  Using social media marketing for success requires expertise in the execution of a planned strategy.  If your DIY social media marketing means running it by the seat of your pants, that is definitely not a recipe for success.

When DIY becomes an SOS, you can count on Concierge PA.

A 2013 Strategic Communications Wish List

A wish list is just a that, but when it comes to strategic communications, marketing and brand management, here are some things you should not only wish for, but look for when you evaluate firms to help with your brand management:

1. Make sure they stand for something other than communication, content and design.  Huh?  Make sure they are pros, but also make sure they are on the same page that you are, that they display a true interest in your business, that they have your best interest at heart, and that they have integrity and ethics.

2. Make sure they can condense and communicate your brand in very succinct terms.

3. Make sure they can turn on a dime while producing collateral that is top-tier, yet cost-contained and complements your budget.

In as little time as it took to write this blog, one of our designers turned out this new piece.  In a few words, it says who Concierge PA is, what Concierge PA stands for, communicates our brand clearly and invites the viewer into our homes, whether in Dallas or Atlanta (by the way, we make housecalls...after all it is almost 2013).  Now, that's top-tier, cost-contained strategic communication if I have ever seen it.

Concierge PA.  It's who we are!   

2013: A New Year and Time to Turn Over a New Page

Whether you are in Dallas or Atlanta, our newest corporate office, or any city on this big planet, when it comes to strategic communications and marketing, 2013 will prove to be as fast-paced and challenging as this past year.  One way to get a jump on the new year is to make sure your Linkedin Company Page is up and running.  Here are the reasons why:

1. Linkedin is critical to engaging your professional audience.  Trust me, your employees and your competitor's employees are constantly on Linkedin.  And, trust me again, they are constantly updating their profiles.  Why would your company not do the same?  Without a Linkedin Company Page, you have no "landing page" within Linkedin for engagement.  And, your employees and supporters will not be able to promote the business.  If you do not have a Linkedin Company Page, and an engaging one at that, make sure that building it is your first resolution of the new year.

2. Linkedin is a great platform to drive business to your website.  Consistent Company Page updates help bring people to your dot com home, and, in many cases, can turn into professional leads and possible sales.  But, you have to work at Linkedin like you do your social media channels.  Considering your Linkedin Company Page as a static online billboard is a big mistake.  As the saying goes, "It works when you work it."

3. Think of Linkedin as a search engine microcosm.  Again, trust me when I say that your employees and your competitor's employees are using Linkedin.  And, they are constantly searching Linkedin.  Make sure your business is there when they do search.  And, make sure when they find you, your Company Page is up-to-date and engaging.

Concierge PA...from Dallas to Atlanta,

 we will always try to keep you linked in.

In 2013 Content Will Still Be King

No matter how you look at strategic communications and marketing, from Dallas to Denmark, content will reign king in 2013 and beyond.  When it comes to marketing and especially the advertising platform, images still hold significant roles in terms of brand strategy.  When someone thinks of Coca Cola, the logo image is forefront in many consumers' minds.  And, we all know that video is an extremely compelling marketing tool.  But, graphics and video standing alone cannot have a significant impact on a brand.  Content is the component that drives engagement and consumer spend.
According to MarketingProfs (an outfit for which I have written) and the Content Marketing Association,

• 79% of businesses use content marketing as part of their branding strategy,
• 91% of B2B operations employ content marketing to impact sales, and
• 54% of marketers plan to increase their content marketing budgets in 2013.

Those numbers are significant and are indicative that marketing is becoming even more intricate than ever.

With the social media revolution, many consumers and marketing professionals alike thought that marketing was going to be "dumbed down."  In many ways, the opposite has happened.  Just think of the term, engagement.  To engage you have to have a dialogue.  And, dialogue is much more than images and video.  Content drives engagement.  And, there is no way around it.  Even tweets and short posts on Facebook or Google+ rely on content to engage the audience.  Even when we may engage consumers in "short bursts" of communication, that micro-marketing material is developed through structured content management.

With the decentralization of strategic communications and the social media frenzy, many marketing professionals thought that the marketing process was becoming less structured, less focused and less involved.  How wrong they were.  Today's decentralized marketing channels and platforms call for greater expertise in terms of strategic communications.  And, it means that creativity is alive and content is king.  The game continues to change, but one thing is evident; we all have our work cut out for us as creativity and content demand discipline and shear hard work.  Gone are the days where a tweet was just a tweet, and post was just a post.

Concierge PA...we know how to craft a message made for a king.