by IMC | Dec 27, 2012 | Blog, Marketing Mix, Online Video, Partnership, Tactics
“Downton Abbey” returns to PBS on January 6th. Americans have fallen in love with this idealized version of the past, ranging from formal dining every evening to cooperative arrangements between the employer and employees.
Clients and prospects ask us at Image Marketing Consultants how they can leverage this amazing bit of pop culture for marketing and public relations. Well, there are infinite possibilities to capture the good spirit and style of the series and use those to bond with customers and prospects, get the attention of media, and produce engaging material for your own social media.
For example, eating establishments can christen a certain dish or snack after a character in “Downton Abbey.” A fine chocolate or elegant dessert could be listed as “Mary’s delight.” In addition, there can be an evening a week designated for serving all the courses the family at the Abbey traditionally eats. Formal attire required. Invite the media to sample the sweet fare and settle in to an old-fashioned dining experience. Owners can also promote this special event through their social media. Have members of staff live blog and tweet, video tape, and take photos. Some of those can be takeaways for guests.
Another approach is to partner with one or more other businesses and nonprofits for a contest to depict in print, digital, video or audio the specialness of “Downton Abbey.” Through this kind of alliance the prizes can be significant and the media could be attracted to the story. There are also fun ways to play with this meme on Facebook, Twitter, blogs, and Google+.
A third suggestion is to declare a “Downton Abbey” day or retreat in the workplace in which management and labor try fresh ways of becoming an authentic team. That could include guest speakers, panels, and role playing. Your communications department can generate plenty of internal coverage on this experiment.
Every so often, a bit of pop culture embeds itself into the national consciousness. That won’t be forever. Yes, it’s a use it or lose it.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation about your marketing, partnerships, public relations, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Dec 21, 2012 | Blog, Branding, Marketing Mix, Partnership, Tactics
A client told us at Image Marketing Consultants, “Things slow down during the holidays.” He said it, with an undertow of apology.
After all, the American brand of capitalism is to be always doing, always on the go. Because of that, too many leaders of organizations don’t approach so-called “slow times” as opportunities to think about emerging opportunities and threats and how to deal with them.
There is an often-repeated anecdote about Bill Gates, current global philanthropist and founder of Microsoft. His mother called down to him when he was in the basement and asked him what he was doing. He answered, “Thinking.” She didn’t understand why he would be doing that. He and his mother had a difficult relationship.
Thinking is not a trait encouraged when we are young, at least not in America. Yet, it’s frequently exactly what successful people do and a lot of it. The late Steve Jobs was always connecting the dots in his head, in new ways. Hillary and Bill Clinton have been able to “think” their way out of crisis. When he was studying at Oxford, News Corp head Rupert Murdoch learned game theory, that is to plan his moves in context of what he thought his opponents would do. President Barack Obama, TIME Person of the Year, is sometimes criticized for being in his head so much but, despite the economic problems of his first term, he won a second one.
We at Image Marketing Consultants hope that you will take the time during the next few weeks to reflect on how you could make your organizations more successful.
We invite you to a complimentary consultation about your marketing, partnerships, public relations, special events, and social media. Please contact Kate Sirignano kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Dec 18, 2012 | Blog, Branding, Celebrations, Marketing Mix, Media Relations, Partnership
Small businesses tend to tremble when they hear the rumor that a big box is moving into their neighborhood. They fear that big box will crush them.
Image Marketing Consultants is not the only one reassuring you that you can survive. In THE HAMDEN JOURNAL, Christopher LaTorraca wrote the cover story “Local Retailers Compete Against the Box Stores.”
In it LaTorraca explains that the little guy has been thriving by making business personal. That is, they go the distance in customer service. That includes knowing their customers so well that they have in their inventory exactly what will be purchased. There is no need to wait.
Other initiatives which have been effective for clients of Image Marketing Consultants is hosting special events. Online fatigue has set in and people are again eager to go out, especially if the event is free. The cheese shop can put on a cooking demonstration of how to make a cheese soup and the clothes retailer can stage a fashion show for one demographic such as women over-50. In addition, small businesses can partner with each other as well as larger companies to sell products and services they couldn’t manage to do alone.
According to American Express, 100 million will shop at locally owned business. The challenge is to ensure that your shop will be among them.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultantion on marketing, partnerships, public relations, special events, and social media kate@imagemarketingconsultants.com, 203-404-
by IMC | Dec 14, 2012 | Blog, Credibility, Marketing Mix, Partnership, Tactics
Anyone who has made a presentation to a board of directors at a corporation, a group of venture capitalists, or security analysts on an earnings conference call knows the importance of numbers. Although sophisticated professionals understand that numbers can be manipulated, they still demand them – lots of them.
Because of the so-called “creativity” involved in marketing and public relations those heading organizations might have held back on including numbers in messaging. Mistake. Numbers seduce. They are entities which prospects and current customers and clients can put their arms around. Also, digging them up and putting them out there show you care.
One set of numbers which get more than the average share of attention is this: results from a survey. For example, an expert on employment law includes in her communications the numbers from ManpowerGroup which found that 86 percent of employees in America plan to look for a job in 2013. In higher education, Quinnipiac University developed a powerful brandname through its Polling Institute. And you can also harness this power of the survey.
How to conduct a survey? You can Do It Yourself (DIY) through a free mechanism such as Survey Monkey. Or, you can seek out a partner to share the cost and enhance the opportunities for promotion. You can also use a professional agency such as Image Marketing Consultants.
Kate Sirignano, founder of Image Marketing Consultants, can help you with collecting and presenting the numbers which could be the tipping point in your marketing, public relations, and partnerships. Contact Kate for a complimentary consultation Kate@imagemarketingconsultants.com, 860-863-5861.
by IMC | Dec 10, 2012 | Blog, Branding, Credibility, Digital Communications, Mission Statement, Tactics
Is your residential real estate agency targeted toward the professionally established Generation X house hunters or the under-30 struggling to find property they can afford? If you don’t know that, neither will your potential customers. With such severe competition in just about every industry it is key to be clear about what your business is as a brand and what segments it can most profitably focus on.
That applies whether your business is residential real estate, dining, driver education, or affordable housing. The most common mistake businesses make is attempting to be all things to all possible buyers. That confuses the shopper. It also dilutes the brand message.
For the new year, please go back to the drawing board and determine which are the most profitable market segments or single segment. Then develop your strategic plan and tactics for reaching them effectively and cost efficiently.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on your marketing, public relations, partnerships, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868. This holiday season give yourself the gift of a more successful business.
