by IMC | Jun 3, 2013 | Blog, Partnership
In some ways one of the most difficult corporate positions to fill is that of the head of corporate communications. Why? Because at those firms that also do public relations and employee communications in house, the person who runs that department has to wear several hats. He or she must know what makes products and services attractive to consumers; what makes great marketing copy; where to look for opportunities in social responsibility and social media; how to promote internal initiatives (like employee recognition programs) and much more.
But few people have a big enough head for all those hats. Many companies, therefore, have to choose an executive with just one or two strengths and require that they appreciate the others and delegate them appropriately.
In fact, some communications executives all but admit that they don’t know how to write, or that they are terrible public speakers, or that that don’t know the first thing about social media. Certainly not everyone can know everything, but it’s disconcerting when a corporate communications director doesn’t know how to communicate.
That’s why experts are important—whether inside the company or from an outside marketing communications firm. You wouldn’t want a model airplane kit that’s missing a few parts, would you? For a business to succeed internally and externally, having just a few communications skills just won’t do. You need them all for effective marketing to fly.
Kate Sirignano, founder of Image Marketing Consultants, invites you to complimentary consultation on your marketing, public relations, partnership, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Apr 27, 2013 | Blog, Branding, Marketing Mix
The powers-that-be at Hyundai assumed they had a homerun in their provocative commercial in the UK. As the media have reported, it depicted a man, despair etched on his face, who has an abortive suicide attempt locking himself in the gargage and turning on the car. That’s because the Hyundai technology has an advanced feature that won’t allow it. The commercial pans with the man flipping on the gargage lights and walking sadly back to the house.
Long story short, the commercial triggered a global backlash to Brand Hyundai. It will take a while before the company will regain the momentum it has gained in climbing out the discount-car hole to standing toe-to-toe with players like Ford and GM.
The issue here is how you can avoid such brand mistakes. Here are 3 recommendations from Image Marketing Consultants.
Consider line between provocative and good taste. Humor site THE ONION can violate good taste and get away with it. But its core business is humor. Hyundai’s core business has a lot to do with human safety and satisfaction.
Take into account national/global mood. These have been times of despair in many developed countries. For example, people have been leaping from their property in Spain when the bank forecloses.
Err on side of caution. Niche brands and startups can take on more risk than established brands like Hyundai. WIth creativity you can stay within the lines.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, public relations, partnerships, social media, and special events needs kate@imagemarketingconsultants.com
by IMC | Apr 26, 2013 | Blog, Branding
Just like people, brands get lost and have to spend some time in “rehab.” Both, fortunately, are resilient and can bounce back from whatever. Image Marketing Consultants has 3 tips for restoring your brand.
Admit the problem. JC Penney had to first recognize, in public, that its turnaround strategy under Ron Johnson wasn’t panning out. That gave the signal to all key constituencies from security analysts to shoppers that they could now expect something different. The brand was, in a sense, saying: Give us a second chance.
Provide incentive for returning. The business media have hammered Carnival Cruise Lines as a troubled brand. It has had some severe operational problems. However, strong brands like Carnival have been bouncing back since Procter & Gamble invented the concept of brand management in the 1930s. With the right incentives people will be willing to return, if only to take another look. One incentive could be provided through contests which offer free cruises for two in exchange for the best ideas on how to improve the cruise experience. Another could be steep discounts on popular cruise distinations.
Try humor. Now that The Great Recession is over and good weather is here, people are ready to laugh again. Humor, especially directed at your own brand’s stumbles, could shift attention from the past to the future. That might lead to forgiveness.
Kate Sirignano, founder of Image Marketing Consultants, invites you to complimentary consultation on your marketing, public relations, partnership, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Apr 20, 2013 | Blog, Branding, Marketing Mix, Media Relations, Mission Statement, Partnership
More businesses may be writing into their mission statement how they plan to change the world. This is becoming the era of the social entrepreneur.
Doing good to do well has become so recognized as a winning approach that THE NEW YORK TIMES MAGAZINE featured the thinking of Wharton professor Adam Grant on how giving gets you ahead. The incentive is clearly there for you to frame your vision in terms of making the world a little bit better place. The new missionary forces are business people who leverage their know-how to do good.
One way to become a social entrepreneur is to create a program for hiring youth this summer. Likely they are not looking for the money as much as for the experience. So, you don’t have to pay them a king’s ransom, only pay attention that they are learning. You might be their first mentor for the world of work.
Another way is to partner with a non-profit with a niche mission related to your business. Maybe that non-profit provides pro bono coaching in financial literacy and you are a financial-planning group. You can donate the time of a few of your planners.
A third way is to invent an app for the smartphone which empowers Everyman and Everywoman to accomplish something in their lives which they couldn’t. An example would be how to resist overeating.
Doing good means investing in hope for the human race. That resonates after the tragedies of Newtown, Connecticut and the Boston Marathon.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, public relations, partnership, special events, and social media needs kate@imagemarketingconsultants.com, 202-404-4868.
by IMC | Apr 17, 2013 | Blog, Branding, Digital Communications, Marketing Mix, Partnership, Tactics
There are trends and there are fads. In your business you have to hedge your bets that your popular product or service will turn out to be a mere fad, like $4.50 gourmet cupcakes, and not a trend like nonfat milk.
THE WALL STREET JOURNAL reports that the bubble has burst on cupcakes, with Crumbs Bake Shop stock sinking from $13 per share to about $1.70. Not only is the Crumbs chain but also bakeries across the nation are experiencing significantly depressed demand.
That’s why Image Marketing Consultants warns about the risks involved in niche marketing. Sure, specializing in a one product or service has been profitable and a tactic to establish a strong brand identity. However, given the rapid changes in the marketplace, especially consumer preferences, businesses shouldn’t bet the ranch. They can introduce complimentary products and services, as has PepsiCo. They can also, under another brand, diversify, keeping the brands separate, as has News Corp.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, public relations, partnership, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868.
