Economic times are tough for marketing and advertising agencies. Businesses are backing off marketing budgets. Some are folding their hands and letting fate take their brand into the abyss. Heck, some are closing the doors all together. And that directly affects the marketing and agency professionals that depend on them for their own livelihood.
So what do you do in hard times? What do you do when times require tightening the belt or cutting back? Hopefully you do what we all tell our clients to do… “For God’s sake, keep marketing!” Without constant visibility, people (even customers you’ve depended on for years) will forget about you. To us marketers, that’s obvious, right?
Think again.
Over the last 18 months, I’ve heard marketing “pros” and agency staffers (from receptionists on up to CEO) saying some of the oddest things. Things like, “The work just seems to have dried up.” and “I’m not getting any callbacks.” or “Clients are ‘InSourcing’ all the work we’d do…”
Troublesome.
Solution: How about you “SPEND” your way through the downturn? YES, SPEND! And I don’t mean doling out your hard-earned cash for new equipment or some rock star biz-dev stud bolt. I’m talking about strategically investing what you DO have, time, into generating those ever-elusive new leads.
I’ve put together a list of five simple (and VERY economical)actions that marketers and agencies can do to churn up new business. And all you have to remember is “SPEND…”
S = Social Media Marketing: Many “traditional” agencies are still having a hard time figuring out the power of using social media for marketing. If your agency or marketing team hasn’t jumped into the social media waters yet, I encourage them to get in there! It’s inexpensive (costing little more than time – and we all know you have oodles of that) and it has outstanding targeting capabilities. You just need to find and join the right conversations.
P = Public Speaking: Can you think of a better way to position yourself as “thought leader” of your chosen field? Associations, civic groups and chambers are always looking for great information and presentations for their meetings. Think of standing in front of 100 business owners looking for marketing advice. It’s a captive audience and each time you present your message, it’s honed to a sharper and more effective tool for your other marketing efforts.
E = Email: Do you know what 93.6% of business owners do every morning when they walk into the office? They check their email! Why not be in front of them, IN their office, ON their desktop on a regular basis? There are plenty of FREE or LOW COST broadcast email services out there (my favorites are AWeber and MailChimp). Get a sign-up form on your website. Set up your target list. Create a reason for them to WANT to open and engage with you (remember you are a marketer). Then, and this is the MOST important part, KEEP DOING IT AND FOLLOW UP!
N = Networking: If the calls aren’t coming in then you need to get out and start introducing yourself to your audience again. Sitting in your office, looking through PeachTree or QuickBooks isn’t going to get people interested in what’s going on in your world; nor will it help your attitude much. Not interested in chamber functions or professional associations? Then get involved with your church or a board for a non-profit. I don’t think God frowns upon doing business between the pews as long as you thank him once-in-a-while.
D = Dial The Phone! This is one that should go without saying, but for some reason, those that choose “Communications” as a profession seem to HATE talking on the phone. Ridiculous! As I said above, FOLLOW UP! You’ve spent time working your social media, speaking engagements, emails and networking, now just give ‘em a call! You need to reach out and touch someone (more than once) before they’ll turn their attention to you. Sure, the phone is cold, impersonal and intimidating, but it can be the best lead generator in your office – if used correctly.
Guess what you do for a living. You market! You advertise! If you’re able to do it for your clients, then why is it so difficult for you to do it for yourself? Even if you only do a couple of the SPEND tactics, isn’t it better than sitting on your thumbs waiting for the phone to ring?
How do you generate new leads when times are tough? Do you SPEND your time wisely? If you don’t do it, someone else will.
Keep Cooking (at all times)!
Andrew B. Clark
The Brand Chef
There are a lot of positive signs that small businesses are starting to adopt social media marketing as an integrated component of their overall business plans. One significant change, based on a February 2010 Small Business Success Index report, is the fact that social media usage among small business jumped from a meager 12% in 2008 to 24% in the following year (Yes, doubled).
Of those using social media, 69% post regular updates / articles of relevance to sites like FaceBook and LinkedIn. Two additional stats that made me smile were: 54% monitor positive / negative feedback via social networks, and almost 40% of the small businesses author a blog pertaining to their field of expertise.
OUTSTANDING!
But hold on, that’s still only 1-in-5 of those surveyed.
So, let’s address some of the restraints keeping small businesses form jumping on board?
According to the report, 50% of the users say it takes more time than they expected.
This is a surprise? Okay, I’ll give them the benefit of the doubt, but the reason they may have been caught off guard is a result of one or a combination of following:
Some “Social Media Expert” duped them with dollar signs and drummed up statistics, set up a Twitter account and a FaceBook page and then ran off with little to no strategy or support.
They took it on by themselves with little to no understanding of building a social media community or marketing.
They underestimated how little they knew about their brand, the audience and the business.
Of course social media marketing takes time! Just like scheduling time to check voice-mail or email, small business owners need to adapt to make time for a little proactive community engagement. It pays off in the end.
Then there’s the statistic that made me laugh the hardest. 17% expressed that social media gives people a chance to criticize their business on the Internet.
Do they actually think criticism won’t happen if they stay away? Go ahead, try it. Then, call me when the business folds. I know Realtors that need the square footage.
***
Come on, folks, this should stand as a call to action for all small business owners (as well as those that market to/for them). Social media is not going away any time soon. And the quicker you figure out how to use it to your advantage, the better chances you’ll have for surviving the years to come.
Here are 10 starting questions I like to ask those looking into social media for marketing.
What will make you stand out among the others “yelling into the chasm?”
Who is your target audience?
Who are your direct competitors?
What could be some indirect inhibitors?
Do you have a marketing plan – written down with goals, strategies, tactics and a reasonable budget?
Is there a strategy or tactic within your marketing plan that social media could compliment / support(Public Relations, etc.)?
Do you have the manpower/ time for social media marketing?
(If not) Do you have the budget to outsource components of social media marketing?
Do you know how to carry on an engaging conversation?
Do you have patience?
As with any marketing tool, social media has a unique profile in each company’s marketing plan. While a blog is a great core component to a social media marketing strategy, Twitter, YouTube and FaceBook may not always apply. Heck, If your target audience isn’t active online, don’t be a fool and put your time into broad social media integration. Just make sure to do a little research before jumping in and you’ll know what’s right for you / your company.
Where does your small business stand when it comes to integrating social media into your marketing plan? Is it an add-on that will eventually fade away? Or do you have the plan and vision to make social media work for you?
If you’re a small business that hasn’t embraced social media as a marketing tool, then I have two things to say:
You’re losing out on a fantastic way to extend your marketing message as well as build brand equity.
You’re probably not reading this and I’m writing for my already savvy followers and this is pointless.
Food for thought.
Keep Cooking! (Purposeful, results-oriented decisions)
Andrew B. Clark
The Brand Chef
Picture this. How do you share those “special moments?” Think back. Is there an old family photo album somewhere gathering dust in the living room? Sure. Ours has one of me and brother in the bathtub, naked!Thanks mom. As disturbing as it is, it certainly is a memory (probably not one I wish to share with you). How about those old school portraits? Reunions? Sporting events? Birthdays? Vacations? How do you share those memories? From the early 1900′s and on into today’s digital age, we’ve all done the same thing.
Take a picture, it lasts longer…
Last night, while watching Glee(yes, I’m a Gleek), I was sitting and lamenting over the how Miss Sylvester was treating poor Mercedes, and off to a commercial break we went. Now, I normally channel surf or jump up to get another Popsicle at commercial breaks, but last night I was held in my seat by the following Kodak spot.
I loved it immediately. While I’m a sucker for any squeaking baby, I thought the spot, from a brand marketing standpoint, was perfect! It was targeted, engaging, current and allowed a brand, Kodak, who has been languishing in technological and directional confusion to stand up and re-root itself in our communication and social culture.
On the Kodak blog, A Thousand Words, Leslie Dance, VP of Brand Marketing & Communications for Kodak shared their vision with for the new marketing:
“As our agency Partners + Napier, who helped us create our new campaign defined it, the core insight into what really motivates our consumer (whom we call Katie) is that ‘My memories make me, me, but it’s only when I share them that I become complete.’
Which led us to the campaign idea, ‘the real Kodak moment happens when you share’. We’re taking the Kodak Moment of the past 50 years and redefining it to make it relevant for today. The Kodak Moment that used to be the moment of capture, when we take the picture, is now more powerful when we apply it to the moment of sharing the picture.”
As a photographer, I’ve been painfully aware of the dilemma the photography industry has been in. Since the mid 1990′s, it’s been go digital or pack up your lenses. While I love digital photography for its ease and speed, as someone that was educated in the techniques of traditional photography, processing and lab printing, I long for the days when I can turn a photo over and see “Printed by Kodak.” And with online printing taking quality and speed, and economy to new levels, I’d basically given up on Kodak.
Boy, was I wrong!
This is why Kodak has been around for over a century:
Kodak took the right (smart) approach to the technology challenges that faced them and their industry. Instead of folding up and saying “Woah, It’s been a great 120 years, we’ll see ya’ later…” they chose to innovate, recreate and re-engage, sidestepping the “road block” and blazing a new trail for future market growth.
By providing people easier, more economical digital access – just push the button to share your memories - Kodak has positioned itself as the leader in the (previously unoccupied) “memory sharing” niche… A brilliant way to redefine your brand for changing times and subtly shut my doubting mouth for ever.
Kudos!
So, what’s the next step for Kodak? How can they continue to broaden their relevance with their new campaign. How do they compete with the ever evolving mobile phone/camera niche? Can you think of other companies that have created a brand shift like Kodak’s? I’d love to hear more!
Good branding is subjective. “A good brand” is completely based on the perspective of its target audience.
One group of people can stand in a room and rip a brand from head-to-toe for everything from disconnected positioning, to poor logo design to poor packaging design. While, at the same time, another group standing the room next door, can praise the brand for touching some place in their hearts – moving them to tears, changing their lives for ever.
Understanding that, shouldn’t we really be focusing on those that the brand is trying to target? Who really cares about the nay-sayers in the first room? The brand is obviously positioning itself for those in the second room. It RELATES to them. The strategy was crafted for them…
Some of you are saying, yeah… well, duh! Well, I’m thinking that some others out there aren’t listening so much to the subjective aspect.
There’s a lot of brand hate going on out there. And for what reason? Because it doesn’t relate to you? Well my question is, “Who are you?”
Honestly, if I didn’t like the husband of my wife’s best friend, would it be smart to go through the trouble to write a post or tweet about it? Would I run down the street yelling,“So-n-so’s husband is a pock-faced, ignorant, toothpick of a man and has no right to be married to her!”
I think not. Not only would it be unwarranted, but it would reflect VERY poorly on my personal brand as to be labeled a shallow “hater.”
Humph…
Why do you think “Relevant” is the second required criteria of the TRUE Branding process (besides the fact it helped spell “True”…)? TRUE Branding is simply a framework for brand discovery. It’s a list of conceptual criteria that we should judge every brand against. If a particular brand isn’t TRUE to you, it may not mean that it’s not TRUE to others.
So, lighten up already.
Before you start criticizing a brand for “missing the point,” maybe you need to check to see if YOU were actually the target.
Think again.
