by IMC | Feb 19, 2013 | Blog, Branding, Celebrity Power, Credibility, Marketing Mix, Media Relations, Partnership
There is the old saying in media: If it bleeds, it becomes the lede.
Media have always highlighted the ugly underbelly of a society. With such brutal competition in that 24/7 space, no one should be shocked that the shocking dominates even more. What might have been a simple embarrassment to an organization several years ago now could be framed as a front-page scandal. So, yes, expect that the media will grab hold and run with when a person in or associated with your organization “gets into trouble.”
That might be a key executive who is arrested for driving with intoxicants. Your celebrity spokesperson is accused of domestic violence. The head of the partnership you put together has been charged with embezzlement. Here are tips from Image Marketing Consultants on how to manage these incidents.
Realize that this happens all the time. Being under the media spotlight has become the “new normal.” Because it happens all the time, you must have a crisis management and communications plan which provides details about what to do and what not to do. This must contain input from legal counsel. America is the land of lawsuits.
Don’t be premature. Before the organization does or says anything the facts must be in and must be double-checked. Was the celebrity spokesperson actually arrested or were the authorities merely called to the house? Once the facts are verified, then you proceed cautiously in developing your position, releasing information, and then providing ongoing updates.
Filter all release of information through one contact. There are many constituencies to provide information to. They range from employees and investors to media and local authorities. Those communications must be approved and released through one central contact. That keeps your response consistent and avoids worsening the situation by rumors. It also protects you legally if there are to be lawsuits. Legal action can keep the alleged incident on the front page for years.
Apologize or provide appropriate verbal gestures. Standard communications procedure is to provide an “I’m sorry” if one is at fault in any way or has created a situation in which there has been a misunderstanding.
However, that is not the only communications ritual that has become part of good public relations. For example, if someone has died and, even though the organization is not liable, offer a sincere expression of sadness. Empathy is mandated. Organizations are supposed to act human. In the court of public opinion, organizations are now “people.”
Get on with business. Scandals are disruptive because they can distract organizations from doing what they should be doing, be that selling pizza or delivering social services. After you take care of what you should be taking care of during this crisis, move the organization back on task. Remember leadership and good management are often noticed during crisis. Although the situation is stressful, how it’s handled can enhance the brand, convert to added revenues and funds raised, and provide boosts to careers.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on crisis communications, public relations, marketing, partnerships, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Feb 16, 2013 | Blog, Branding, Credibility, Media Relations, Tactics
Economists from JPMorgan Chase and Morgan Stanley forecast that GDP (Gross Domestic Product) growth will “rebound” this first quarter of 2013. However, that doesn’t mean that organizations will not continue to lay off employees, that is conduct a Reduction-in-Force (RIF).
RIFs have become the “new normal” and not only for cost efficiency. As your products/services, market conditions, and technology keep changing so might manpower needs. For example, you are closing down your physical office and becoming an ecommerce business. Here are tips how to manage that RIF to protect your brand, prevent customer/client flight, and maintain positive community relations.
Tell the story of why this is necessary for the business. The deep economic downturn has conditioned all constituencies to accept layoffs as a restructuring must. Explain in detail how the changes will strengthen the business. If you predict eventual growth which can create jobs in the future, say that.
Identify the right mediums at the right time to tell this story to employees, vendors, customers/clients, investors, community leaders, and regulatory agencies. For employees,for example, in-person conversations are the best approach. If you are a public company, all material information must be released to all investors at the same time.
Make effort to place employees within or outside the organization. There may be jobs within your organization employees can fill or you may be able to contract with them for just-in-time assignments. On the night a Connecticut political leader lost the election, in his televised concession speech he appealed to employers to hire his staff. That positioned him as a selfless hero. It can enhance your brand.
Keep constituencies up-to-date about your progress. Layoffs are tricky business because they can send the signal that the organization is in distress. That’s exactly why you must disclose in detail in a timely manner the results coming from the new approaches. For example, what technology have you been able to purchase with the funds freed up from manpower expenses?
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on your communications, marketing, partnerships, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Feb 12, 2013 | Blog, Branding, Credibility, Tactics
Your product or service has received wonderful reviews. Your marketing people have gotten you in front of prospects. But, you’re not closing those sales. Image Marketing Consultants identifies what tends to go wrong and how you can prevent lost sales. Here are five of those situations.
Not treating sales as separate process. Selling is where you are interacting directly with the prospect. It is not marketing. It is not product or service design. The focus and skills are very different. That’s why organizations which have the resources establish a sales force. They are the front lines who are not attached to all that has led up to the sales call. If you can’t afford a sales unit, then clear your head of all the other things which you usually think about in the business and devote your full attention to getting that sale. Nothing else matters.
Not pulling out all stops identifying prospect’s needs. Most needs are not obvious, perhaps not even to the prospect. That’s why the most important part of the sales process is to gently ask questions. The prospect may enter your retail operation with the intent of buying one suit for a board presentation. However, what she really needs is a wardrobe makeover in order to appear more trim and youthful. The salesperson who invests the time in finding that out winds up with a homerun that day and long term customer relationship.
Not doing a trial close. The purpose of a trial close is to get a feel for how the process is going. You gently check if the prospect feels good about the product or service, the price, and other terms and conditions. Then you ask for the sale. When the prospect balks or simply doesn’t buy, then that’s an opportunity to reframe what you’re offering. Some salespeople then ask, “What will it take to get this sale?” or “What’s keeping you from buying?”
Not leading prospect to point of purchase. Most prospects need the nudge to go through that final door in the purchasing continuum. That means, you have to, in some way, move them along. Some salespeople do that by asking if they prefer the leaf or the shell pattern. Others assume the sale by recommending add-ons such as a smartphone carrying case. The bottom line on this is to be alert to where the prospect is and, if stuck at point of indecision, have tactics to move the sale to completion.
Not giving the exit signal. Research shows that salespeople who respect their time generate not only more sales but also more revenue per sale. If prospects remain trapped in indecision, then salespeople have to signal that they are ready to exit. Frequently that in itself puts the prospect on a buying track. When heading toward the exit sign, let the prospect know that the door is always open, although not necessarily with those terms and conditions. Sometimes the prospect will realize those terms and conditions are great and buy right then.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on your sales, marketing, public relations, partnerships, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868
by IMC | Feb 9, 2013 | Blog, Branding, Credibility, Digital Communications, Marketing Mix, Media Relations, Mission Statement, Tactics
Nemo, the storm which hit the Northeast Corridor hard, was a crisis. And it’s before, during, and after a crisis that businesses can have breakthroughs in revenue, profits, branding, and relationships with employees, customers, the community, law enforcement, and more. We at Image Marketing Consultants noticed some best practices.
Having crisis plan/communications in place. All constituencies, be they customers or employees, knew what to expect and do, no matter what could go down in the weather event. The multi-dimensional message sent through comprehensive crisis planning was we care and we manage well.
Giving customers easy access to what they need. Right in the front of the store, a CVS along the shoreline had not only shovels but a variety of choices, clearly marked with affordable prices. This is one-stop shopping for whoever would have to dig out. No one had to go off to other stores to find an appropriate shovel and compare prices.
Figuring out the right incentives. One 24-hour call center had to be staffed, of course. If it wasn’t fully manned, customers would likely not contact it again. It provided attractive incentives, ranging from monetary to ritzy overnight accommodations, for employees to show up and stay as long as needed. One manager had suggested simply providing lots of free food. Fortunately she was ignored.
Thanking everyone in the loop. By time the storm ended early Saturday, businesses were using their social media networks, phones, and homemade signs expressing gratitude to those who had pitched in. A plumber who had braved the snow to fix the employee restroom in a 24-hour facility was celebrated as the Hero of Nemo 2013 on the intranet.
Crisis seems the new normal in 21st century. Those businesses which become skilled in navigating it will develop a unique kind of competitive edge.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations on marketing, public relations, partnerships, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Feb 6, 2013 | Blog, Celebrations, Digital Communications, Marketing Mix, Media Relations, Tactics
Valentine’s Day reminds us of the power of the “sweet spot.” In romance when human beings aim for that sweet spot and hit it, there can be breakthroughs in relationships, ranging from healing to engagements to marry. However, those who operate businesses often find that what they aimed at in their promotions doesn’t turn out to be the sweet spot. The results of the campaign are disappointing.
Why does this happen? We at Image Marketing Consultants find there are three major reasons why promotions fail. Here they are:
Not enough research into customer needs. The cardinal rule of sales is to invest the most time in finding out what the customer needs. At a car dealership it might be high gas mileage because of a long commute, not so much price. The salesperson who keeps pitching price will not get that sale.
Not enough choice. If you read those credit cards offers coming in snail mail you will notice the proliferation of choices. You can choose a shorter period for a balance transfer at no interest rate or a longer period for a low interest rate. Reward points can be “spent” in a growing number of ways, including applying them back to pay off part of the monthly balance. Without these choices, prospects might just toss the sales literature in the trash.
Wrong tone. As lovers know, how something is said is everything. The tone of business communications keeps shifting, sometimes in subtle ways. After the wild west days of the rhetoric used in social media, communications have become more subdued. Morever, there has to be a different tone for diverse target markets. That’s why some companies have separate Facebook brand pages for diverse products and demographics.
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.
There is the old saying in media: If it bleeds, it becomes the lede.
