- 645F2A37953C2EC90FE4
MARKETING CONSULTANTS

Archive for the Communications Category

Noise or News? Truth & Static in the Digital World.

Noise or News?  Truth & Static in the Digital World.

“They can’t say anything on the internet that isn’t true.”  Most people snickered at the State Farm Commercial that made this statement popular.  Perhaps the funniest (or saddest) thing is that most people seem to struggle with the difference between noise and news.

In the audio world, noise refers to unwanted electrical fluctuations in signals that cause audible, acoustic noise (“static”).  In the world of digital photography, noise is “an undesirable by-product of image capture that adds spurious and extraneous information.  When we think about static in the world of sound, it’s easy to understand how it detracts from the “truth” of the sound.  When a digital image is overrun with noise, we’ll see the specks, discolored splotches and graininess that detract from the “truth” of the image.

In the world of digital messages, social messaging static often drowns out the truth.  The easy, accessible exchange of information on the internet has certainly created a lot of noise.  In my opinion, more noise than news.  The tsunami of tweets, posts, messages and updates that inundate our digital world are often more noise than signal.  The truth may be hidden under layers of static.  But, most people don’t bother searching for it.

Lazy citizens of the social media world don’t think beyond the boundaries of 140 characters.

They ‘talk’ far more than they listen and don’t thirst for underlying truth.  Instead, intriguing bits of non-substantial information become social currency are traded for notoriety.  They clutter the internet and cloud the power of social media.

Social media puts a great deal of power into the hands of ‘the people’.  Those who approach it with a sense of responsibility are those who should be the leaders of the social media world.  These are the folks who have the patience, fortitude and intelligence to tune down the static in pursuit of the truth.  That’s where the real power of social media lies.

Free Tools to Use (not abuse) Twitter

Free Tools to Use (not abuse) Twitter

hubspot twitter for biz

Social media was supposed to be about personal exchanges of information.  But, with no barriers to entry, it’s too easy to shout out your thoughts in 140 character tweets 10 or twenty times a day.  You send that message to 1,344 twitter accounts … and you get messages from 1,687 twitter accounts.  Those personalized lines of communication are clogged with meaningless banter and those meaningful messages are blurred with all of noise.

In the old days of broadcast media, we thought that our world was being overwhelmed with a consistent barage of advertising – television commercials, print ads, billboards, radio ads.  I think back on those days lovingly and laughingly.  Those were the good old days when media costs and production schedules kept the commercial messaging under control.

Hubspot thinks they have a better idea and are offering a free guide that outlines a few of the challenges that marketing, sales and support teams face along with the solutions that Twitter might offer.

With 200,000,000 tweets each day, Twitter is too big to just brush aside.  And, it’s too important to our customers.  73% of U.S. consumers trust the information they get from Twitter.

 Click here to download the brief e-book from Hubspot

Naked Branding Could Change The World

Naked Branding Could Change The World

Most companies have two brands.  One is the (cool) brand you promote.  And the other is the brand you live and breathe everyday.  Social media provides a great opportunity to provide brand transparency and help to create authenticity in branding.  At that point, companies can have one brand.  They can stop telling everyone how wonderful they are and  start BEING wonderful.

The Naked Brand documentary  talks about the amazing potential of this new advertising and branding model and a video sampling of the film appears below.

“Corporations have incredible influence on the world we live in and that’s given them free reign to pollute, collude and mislead us, but advances in technology are rapidly making them accountable not just to shareholders, but to everyone. The Naked Brand is a story about how corporations can help save the planet one small step at a time. It’s an introduction to a bright new future where companies tell the truth and work hard to create better products and a better planet.”

The Naked Brand. Simply genius.

Watch the brief video here. It’ll inspire you!

The Naked Brand – Official Trailer from The Naked Brand on Vimeo.

Brandify Yourself and “Create a Business People Love”

Brandify Yourself and "Create a Business People Love"

BrandifyBrandify is an amazing tool for businesses who want to strengthen their online branding.  In addition to a range of services they offer for a reasonable monthly charge, they also offer a fantastic range of free tools.  No credit card.  No promises to pay on “Tuesday for your hamburger today”.   Walking through a few simple steps, you can submit information about your website and your online social network.  They will evaluate it all and give you clear, concise steps for improvement.

Here’s Brandify‘s vision in their own words:

Our vision is to build a robust set of tools that enables a small business to enhance its brand, reach more customers, and better engage those customers.

We believe the speed at which information is transferred in today’s digital world gives small businesses a tremendous opportunity to reach and engage more customers simply through enhancing their online presence. We became convinced of this when we read a BIA Kelsey study stating 97% of consumers research products online before buying local. And on average consumers use 7.9 different online resources to review information.

For these reasons we created Brandify to provide insights into how well your business shows up online. And we use this analysis as the foundation for simple, straightforward guidance to enhance your social media, online listings, and search engine results. The outcome of all this is that you’re able to reach and engage more customers, making it more likely that those customers will believe in your brand and ultimately spend their money with you. So get Brandified today!

Brandify yourself and “Create a Business People Love.”  www.brandify.com

Want Better Work from your Agency? Be a Better Client!

Want Better Work from your Agency?  Be a Better Client!

Mark etingPartner

Getting the best work out of a marketing or advertising agency requires work.  Getting better work requires that clients do better work.  Sometimes the relationships between great clients and great agencies look like Pushmi-Pullyu of Dr. Doolittle fame.  Good agency-client relationships are partnerships.  Too often, clients fall into these 3 traps.

1. We Love Whatever You Do (Until You Do It) – These are the clients who insist that “the agency knows best” don’t realize the importance of outlining needs and expectations.  Putting the agency on that kind of pedestal actually sets a low level of low expectations for the agency…. “we’ll take whatever you deliver.”

2. We’ll Know What We Want When We See It –  It is highly unlikely that an agency will meet your needs if you can tell them the who, what, when, where, why and how of the project.  Let’s face it.  These are people who don’t want to spend too much time thinking about the issues at hand.  Agencies are not going to live inside your head.  This is a ‘no win’ scenario for an agency because, if results don’t pan out, it will always be the agency’s fault.

3. We’ll Just Know If We’re Successful – Without objective, measurable goals there can be no success or failure.  If you don’t know where you’re going, how will you know when you get there?  If you don’t agree to goals in advance, it’s too easy to get ‘mission creep’ where the goals increase as the project progresses.  And,without a goal, it’sat  just too easy to say “that didn’t work”.

Good relationships with agencies are partnerships.  Agencies want to be successful … and they want you to be successful as well.  If you want better work from your agency, be a better client.  Here are a few tips from Beloved Brands

Page 3 of 512345

What Are People Saying?

Outspent and with mediocre brand imagery scores, Susan developed a strategic plan that focused on influencers across a broad range of target audiences. This plan maximized the impact of the marketing dollars and resulted in increased brand awareness, retailer placement and sales revenue.

J. RutherfordVice President, Corporate CommunicationsFujifilm Holdings

How We Can Help You.

We are marketing consultants based on Long Island, NY. Over the past 20 years, we've built fierce market leaders in a broad range of businesses - from tiny start-ups to global Fortune 500 companies.  Our experience spans multiple industries from consumer electronics to financial services and from food services to photo.  We're looking forward to talking to you to see how we can help take your business to the next level.