Smart companies are embracing blogging strategies to deliver their brand messages to a growing audience that is increasingly sophisticated in their desire for media rich content.
Your customers can enjoy the immediacy of blogs and the accessibility to your company with their ability to interact with it. In a recent survey on B2B media solutions conducted by KnowledgeStorm and Universal McCann, 80% of respondents read blogs and 50% visited more than once a week. Also very interesting was their view that the authors of posts were more credible than traditional media.
Most B2B blogs today are pre-dominently text based. But owing much to public blogs, more and more B2B blogs are adding audio and video content to assist them in getting just the right brand message out there. I'll refer to this as Blogcasting - sort of an extended podcast on a blog platform. One of the biggest opportunities for B2B Blogcasting is the infancy of the media. While many corporations have blogs in their arsenals, the vast majority do not. This fact leaves the door wide open for you to claim the high ground. A fantastic example of blogcasting is Martin Lindstrom's blog.
Does this open the door to branding opportunities? You bet it does. With an ever-growing audience turning to blogs for their information, your company can take advantage of this phenomenon by positioning your brand as the leader in it's category. When audiences are more likely to trust what they read from you, it is a fabulous opportunity to encourage an interactive relationship with your audience.
Take for example a legal practice, by posting landmark decisions and industry scuttlebut, a lawfirm can successfully position itself as the number one source for information in a legal specialty. How that information can be delivered, is only limited to your imagination. The opportunities presented are huge in delivering the brand message to a larger audience in a consistent way.
If you embrace Blogcasting early on, you will set the bar for your industry. If you deliver quality content on your blog which is lovingly administered with fresh compelling content on a regular basis, you will be rewarded with a loyal following. Due to the fact they choose what they read, listen to and view, your audience is more apt to retain the marketing messages targeting them.
Are you ready to address blogging before your competition gets wind of it? We all know that it is better to lead than follow.
Tuesday, March 27, 2007
Sunday, March 18, 2007
Stephen Colbert takes a shot at Windsor
On a recent Colbert Report show on the Comedy Channel, Colbert in his rant called, "The Word" was referring to some of the worst places on earth and the title, "Windsor, Ontario" came up on the screen. OUCH!
It would be funny if it were not consistent with the feedback I've been getting to my question, "Have you ever heard of Windsor, Ontario, Canada?" What ever reason Colbert had to poke fun at Windsor is anyone's guess, but it is a high profile (1.5 million viewers) hit to Windsor's brand.
In the local media, there was much indigation. Most of the viewers having very little understanding of what brand means, came forward with countless promotional ideas to boost the city's image. But those in the know, understand that to change your off-brand perceptions you have to address the problems directly. You can advertise any positive message you want, but if the root problem is still there, you're not going to fool anyone - you are just going to continue to be the brunt of jokes and your brand will be left in the control of others.
A good case in point might be Sudbury, Ontario. This Northern Ontario city is a world leader in copper and nickel mining. Years ago, it too was the brunt of countless jokes because of the incredible polution that reduced the landscape to what could be described as an environmental disaster. In the late 60's NASA in preparation for the Apollo moon landings, sent astronauts there to train because of its "moonscape" terrain. Sudbury, got smart. It recognized that its brand would never improve with marketing spin, it had to fix the root cause. After many years of serious effort it is no longer the brunt of jokes. It has achieved a world-renouned reputation for environmental renewal. The landscape is green again and it's citizens enjoy a healthier lifestyle. Sudbury has proved that you can change what seems like an impossible task - all it takes is the will power to make it so.
Place branding has some of the toughest challenges associated with it because of the diverse nature of the stake holders who make up any location. It will take incredible effort and leadership to bring about an effective brand strategy the city can build on. As, Derrick Daye from The Blake Project so aptly put it in a recent discussion on this very issue, "It's like herding cats!"
Colbert is the wake-up call to fix it or laugh along with it. It really is our choice. What do you think? Are you happy with your city's brand?
Wednesday, March 14, 2007
Bloggcasting - the social media high ground
Smart companies are embracing blogging strategies to deliver their brand messages to a growing audience that is increasingly sophisticated in their desire for media rich content.
Your customers can enjoy the immediacy of blogs and the accessibility to your company with their ability to interact with it. In a recent survey on B2B media solutions conducted by KnowledgeStorm and Universal McCann, 80% of respondents read blogs and 50% visited more than once a week. Also very interesting was their view that the authors of posts were more credible than traditional media.
Most B2B blogs today are pre-dominently text based. But owing much to public blogs, more and more B2B blogs are adding audio and video content to assist them in getting just the right brand message out there. I'll refer to this as Bloggcasting - sort of an extended podcast on a blog platform. One of the biggest opportunities for B2B Bloggcasting is the infancy of the media. While many corporations have blogs in their arsenals, the vast majority do not. This fact leaves the door wide open for you to claim the high ground.
Does this open the door to branding opportunities? You bet it does. With an ever-growing audience turning to blogs for their information, your company can take advantage of this phenomenon by positioning your brand as the leader in it's category. When audiences are more likely to trust what they read from you, it is a fabulous opportunity to encourage an interactive relationship with your audience.
Take for example a legal practice, by posting landmark decisions and industry scuttlebut, a lawfirm can successfully position itself as the number one source for information in a legal specialty. How that information can be delivered, is only limited to your imagination. The opportunities presented are huge in delivering the brand message to a larger audience in a consistent way.
If you embrace Blogcasting early on, you will set the bar for your industry. If you deliver quality content on your blog which is lovingly administered with fresh compelling content on a regular basis, you will be rewarded with a loyal following. Due to the fact they they choose what they read, listen to and view, your audience are more apt to retain the marketing messages targeting them.
Are you ready to address blogging before your competition gets wind of it? We all know that it is better to lead than follow.
Your customers can enjoy the immediacy of blogs and the accessibility to your company with their ability to interact with it. In a recent survey on B2B media solutions conducted by KnowledgeStorm and Universal McCann, 80% of respondents read blogs and 50% visited more than once a week. Also very interesting was their view that the authors of posts were more credible than traditional media.
Most B2B blogs today are pre-dominently text based. But owing much to public blogs, more and more B2B blogs are adding audio and video content to assist them in getting just the right brand message out there. I'll refer to this as Bloggcasting - sort of an extended podcast on a blog platform. One of the biggest opportunities for B2B Bloggcasting is the infancy of the media. While many corporations have blogs in their arsenals, the vast majority do not. This fact leaves the door wide open for you to claim the high ground.
Does this open the door to branding opportunities? You bet it does. With an ever-growing audience turning to blogs for their information, your company can take advantage of this phenomenon by positioning your brand as the leader in it's category. When audiences are more likely to trust what they read from you, it is a fabulous opportunity to encourage an interactive relationship with your audience.
Take for example a legal practice, by posting landmark decisions and industry scuttlebut, a lawfirm can successfully position itself as the number one source for information in a legal specialty. How that information can be delivered, is only limited to your imagination. The opportunities presented are huge in delivering the brand message to a larger audience in a consistent way.
If you embrace Blogcasting early on, you will set the bar for your industry. If you deliver quality content on your blog which is lovingly administered with fresh compelling content on a regular basis, you will be rewarded with a loyal following. Due to the fact they they choose what they read, listen to and view, your audience are more apt to retain the marketing messages targeting them.
Are you ready to address blogging before your competition gets wind of it? We all know that it is better to lead than follow.
Sunday, March 11, 2007
How to improve your trade show presence!
If you are an industrial business, you have had your share of participating in trade shows. You probably agonized over your booth and offerings. Over the years we have advised clients on how to improve their presence at a trade show by using differentiation strategies.
Lets say you have the standard 10' X 10' booth. You typically have a back wall of some sort and perhaps even some banners signs. If you stood on a stepladder and looked around the room, chances are all the neighboring booths all end at about the 8' level - nice and neat.
Well lets disturb that conformity a bit by putting a pop-up in play. A pop-up is simply graphics that pop up past the top of your booth. This will give a good 3 dimensional feel to your display breaking you free of the square frame. This will also draw the eye to what ever is popping up. It can be your logo, an award, a guarantee etc.
Next, stand back into the isle and observe. Is everything pushed to the sides leaving the center clear? If you can put a small display table front and center we will create traffic flow left to right or right to left instead if just in and out. To take the hard edge off display booths try incorporating trees or shrubs into the scene. Use some calming music to compliment the presentation as well. Your display space should also be carpeted with a color that compliments your brand image. Who ever staffs the booth should wear appropriate attire to suit the audience and wear identity badges.
To take the message out of the booth and into the show, we have hired actors to mingle with the show crowd and hand out items to draw audience back to the booth. In Orlando, we had a client whose product was an improved faster software for the retail shipping industry, so we hired an actor dressed as a motorcycle cop and had him outside handing arriving attendees going too slow tickets. They were ballots to a draw back at the booth. (We hire actors because actors are not shy and will play whatever part is required of them)
You could buy up the billboards around the convention center. If you know which hotel a prospect is staying at, buy boards with custom messages outside that hotel. Another idea is to park a semi nearby with a message on the side.
The simple message here is not to limit yourself in the booth, throughout the hall or surrounding landscape. The trade show is a great opportunity to get your brand noticed by a target audience - exploit every opportunity you can. When you assemble your planning committee, don't limit yourself by just having a booth designed. Instead design an experience to differentiate your company, your brand will flourish because of it.
Lets say you have the standard 10' X 10' booth. You typically have a back wall of some sort and perhaps even some banners signs. If you stood on a stepladder and looked around the room, chances are all the neighboring booths all end at about the 8' level - nice and neat.
Well lets disturb that conformity a bit by putting a pop-up in play. A pop-up is simply graphics that pop up past the top of your booth. This will give a good 3 dimensional feel to your display breaking you free of the square frame. This will also draw the eye to what ever is popping up. It can be your logo, an award, a guarantee etc.
Next, stand back into the isle and observe. Is everything pushed to the sides leaving the center clear? If you can put a small display table front and center we will create traffic flow left to right or right to left instead if just in and out. To take the hard edge off display booths try incorporating trees or shrubs into the scene. Use some calming music to compliment the presentation as well. Your display space should also be carpeted with a color that compliments your brand image. Who ever staffs the booth should wear appropriate attire to suit the audience and wear identity badges.
To take the message out of the booth and into the show, we have hired actors to mingle with the show crowd and hand out items to draw audience back to the booth. In Orlando, we had a client whose product was an improved faster software for the retail shipping industry, so we hired an actor dressed as a motorcycle cop and had him outside handing arriving attendees going too slow tickets. They were ballots to a draw back at the booth. (We hire actors because actors are not shy and will play whatever part is required of them)
You could buy up the billboards around the convention center. If you know which hotel a prospect is staying at, buy boards with custom messages outside that hotel. Another idea is to park a semi nearby with a message on the side.
The simple message here is not to limit yourself in the booth, throughout the hall or surrounding landscape. The trade show is a great opportunity to get your brand noticed by a target audience - exploit every opportunity you can. When you assemble your planning committee, don't limit yourself by just having a booth designed. Instead design an experience to differentiate your company, your brand will flourish because of it.
Saturday, March 3, 2007
Great salesmen, lousy brand image!
I have been investigating sales training recently and it absolutely floors me how these very successful people have such amateur brand images. I am left wondering - given the amount of success these folks have enjoyed - how much money are "they" leaving on the table due to their amateur presentations? Money on the table is one of their strategies after all.
Take for example Gerry Weinberg. He is very successful as a representative of the Sandler Sales Institute. Sandler on the other hand has a very professional brand presentation. I believe Mr. Weinburg is not inspiring confidence with such a tacky presentation. Sure they are making good money but I contend that they are also losing business due to their amateur brand image. I catch myself lingering at Sandler's site where as I exit Mr. Weinburg's site because it looks like snake oil.
Dan Kennedy is another example. This gentleman is wildly respected and perhaps this style of brand image is what Dan believes is the ticket to his success. I think he would be even more successful if he had an brand image that didn't remind me of late night medical miracle commercials.
Look at how Tony Robbins" handles it. He is selling also other products (like Kennedy) - lots of offers down the middle, lots of distraction - but a massively stronger brand image. I don't know for a fact but I believe from brand observation that Robbins is bigger than Kennedy. Even if you could prove that Kennedy is more successful, his brand does not convey that to me. Robbins has my confidence from what I observe. And to be honest I have not purchased the services of any of these gentleman. Given the 3 examples here in this post, who would you trust to help you make more money? Do you think Kennedy is short-changing himself?
I suppose you could say that Kennedy is differentiating himself from the others. Which is true if Mr. Haney is who you aspire to be. Do you trust the snake oil presentation or do you think I'm way off base?
Take for example Gerry Weinberg. He is very successful as a representative of the Sandler Sales Institute. Sandler on the other hand has a very professional brand presentation. I believe Mr. Weinburg is not inspiring confidence with such a tacky presentation. Sure they are making good money but I contend that they are also losing business due to their amateur brand image. I catch myself lingering at Sandler's site where as I exit Mr. Weinburg's site because it looks like snake oil.
Dan Kennedy is another example. This gentleman is wildly respected and perhaps this style of brand image is what Dan believes is the ticket to his success. I think he would be even more successful if he had an brand image that didn't remind me of late night medical miracle commercials.
Look at how Tony Robbins" handles it. He is selling also other products (like Kennedy) - lots of offers down the middle, lots of distraction - but a massively stronger brand image. I don't know for a fact but I believe from brand observation that Robbins is bigger than Kennedy. Even if you could prove that Kennedy is more successful, his brand does not convey that to me. Robbins has my confidence from what I observe. And to be honest I have not purchased the services of any of these gentleman. Given the 3 examples here in this post, who would you trust to help you make more money? Do you think Kennedy is short-changing himself?
I suppose you could say that Kennedy is differentiating himself from the others. Which is true if Mr. Haney is who you aspire to be. Do you trust the snake oil presentation or do you think I'm way off base?
Help yourself to brand analysis!
I have been developing a do-it-yourself version of my branding process. It was a daunting task as my process was initially developed with the assistance of a group of branding professionals and it's effectiveness is due in part to my style of facilitating and my ability to create solutions. Because of my creative background, I tend to think fast and draw out interactions from everyone on the team. My biggest challenge in developing this new DIY process is how do I inspire the user without myself actually being there to assist? There are naturally some compromises in favor of simplification. It can never be an out-right replacement for the mother-ship. But I think I have captured in a nice workable package - a tool any entrepreneur can use to come to some inspiring conclusions and to build a competitive strategy that they can build on. Currently I am having a small manufacturer beta test it. I am interested in it's value both in terms of usefulness and retail price.
In the course of developing it, I read the book, The Long Tail by Chris Anderson, the editor for Wired magazine. This got me thinking of how I should price this package and try and go for the tail of the web market. I'm leaning more in this direction. The success I have had in blogging in such a short period of time (3months), inspires me to consider the Long Tail opportunity as a viable option. It is entirely a digital product. The main body of the DIY Process is an executable file with support materials accessible over the web, making it easily downloaded.
I'm hoping to be able to begin marketing it by early summer. I'll be using the blogs as one of my channels of promotion. What has your experience been in using the web to develop products which may have previously been developed, promoted and sold traditionally?
In the course of developing it, I read the book, The Long Tail by Chris Anderson, the editor for Wired magazine. This got me thinking of how I should price this package and try and go for the tail of the web market. I'm leaning more in this direction. The success I have had in blogging in such a short period of time (3months), inspires me to consider the Long Tail opportunity as a viable option. It is entirely a digital product. The main body of the DIY Process is an executable file with support materials accessible over the web, making it easily downloaded.
I'm hoping to be able to begin marketing it by early summer. I'll be using the blogs as one of my channels of promotion. What has your experience been in using the web to develop products which may have previously been developed, promoted and sold traditionally?
Where do you stand on sales training?
You have decided that you are willing to investigate sales training - which method did you find more effective? Some friends are saying that one-on-one sales coaching is very beneficial. Then another prefers a sales process to keep them on track. I am assuming it has a lot to do with your personal focus. I am going to try sales coaching. I think I just need some tweeking to my approach. I'm curious about what the rest of the world is doing?
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