by IMC | Aug 16, 2012 | Blog, Marketing Mix
Now what do we do? That’s what both small businesses and larger organizations are asking Image Marketing Consultants. They have concluded, along with FORTUNE, that the social media bubble has burst.
It’s not like they are going to shut down their Facebook page, stop blogging, and forget tweeting. After all, social media is embedded in best promotional practices. However, in order to nurture their enterprises they have “got it” that they must look beyond social media.
Image Marketing Consultants agrees: Social media is not enough. Our recent track record proves that out. It was through old-fashioned hustling our stories to mainstream media that we got the publicity this summer Save a Suit needs to keep attracting sponsors and donors. It also helped that we were able to attract celebrity star power. In addition, the activities of donating and receiving the suits happened in person in real time as special events. People, being the social animals they are, were thrilled to be back with other people.
No question, business as well as nonprofits are returning to the very traditional notion of a marketing mix. Along with social media there has to be:
* Pitching innovative angles to media so that they become interested enough to focus on what your business is about.
* Sponsoring special events which are compelling enough to get warm bodies in and media to also swing by.
* Developing partnerships. More businesses recognize that they need to extend their reach beyond the web – and, more importantly, beyond their own sphere of influence. The partnership may be with retail to feature their new product or a highway to be adopted by a law firm.
* Rebranding. Everything changes. Your brand might have gotten stale. Nations like Nigeria are rebranding. It’s been suggested that the trucking industry rebrand itself to attract Millennials and women. Maybe it’s time you rebrand.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations for Marketiing, Partnerships, Advertising, Public Relations, Special Events, and, yes, Social Media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Aug 15, 2012 | Blog, Credibility
You spent a lot of time and money creating a brochure, flyer, website, or blogging initiative. Yet, you are not not getting a good rate of conversions, that is, the action you want the target markets or constituencies to take. That might be calling you for a complimentary consultation, ordering your product, redeeming a 15% off coupon for dinner at your restaurant, or contacting their elected officials about a bill proposed in the legislature.
There could be a number of reasons for disappointing results. One overlooked one is that the tone, organization, and content of the marketing materials undercut your credibility. Let’s cut to the chase. Your credibility consists of two entities. One is evidence that you are competent in your field. The other is that you are to be trusted.
So, how might you be presenting yourself in your marketing communications as less-than-credible? Here are some practices that could be working against your message and you:
* Bad timing. Folks are enjoying the last of the lazy days of summer and you are pitching snow removal. They roll their eyes and resent that you’re intruding on their relaxation. Get into the head, heart, and mood of the recipient before you create a campaign, including the timing.
* Not citing sources. If you state that X number of people are obese along the Northeast Corridor and don’t provide the source – for example, the American Medical Association – you come across as sloppy in providing information and/or an amateur. Always back up your information with a source. Better yet, provide the link (and check if the link works before pressing “publish.”)
* Too much or too little information. This is the era of Twitter or short form. Too much makes you appear out of touch. Since this is also the age of mistrust, too little can position you as not respecting the recipient enough to take the time to tell the whole story.
* Typos, grammatical mistakes, missing words. Proofreading copy and doing that twice or even three times are prerequisites to maintaining the right image. If you can’t afford a full-time or contract proofreader on staff, barter for this service. For instance, the work-at-home proofreader in your condo complex might trade off services for a membership at your gym or discount food-purchasing club.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations for Marketing, Partnerships, Advertising, Public Relations, Social Media, and Special Events kate@imagemarketingconsultants.com, 203-404-4868
by IMC | Aug 8, 2012 | Blog, Short Form
Short = Sweet Spot in Communications
You are your message. If your message is wordy, Millennials and Generation X, who are your prospective customers or clients, are bound to roll their eyes. All too quickly they could decide to go somewhere else to buy. That’s because this is the era of Twitter or short form. Millennials and Gen Xers are wary of organizations which take too long to get their message out there. We live in Fast Time.
Here are 3 tips on how to downsize your messages:
Think More. Too many words usually reflect hurried thinking. Not enough time was invested into boiling down the core message to a phrase or one sentence. LinkedIn’s core message is helping careers. Long form just doesn’t “stick.”
Wait. Since messages aren’t changed easily, do it right the first time. That means playing with the ideas until they can be transmitted in a concise manner. THE NEW YORK TIMES’ message is short: All the news that’s fit to print. That message has endured through decades, unchanged.
Observe. Please read and listen to others’ communications. You will understand why customers flee verbosity. It might be said that the late Steve Jobs invented short form at Apple. His message to the world, ranging from customers to employees, was to be different. Differentiation is the core of branding.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations for Marketing, Partnering, Advertising, Public Relations, Social Media, and Special events, 203-404-4068, Kate@imagemarketingconsultants.com
by IMC | Aug 8, 2012 | Blog, Partnership
It’s hard to image but giant companies like Coca-Cola and Procter & Gamble were once small businesses. One way they were able to grow was through partnerships or strategic alliances. Not only do businesses do that. So do major nonprofits like the American Red Cross and the Save a Suit Foundation.
Joining together with other organizations, busineses and nonprofits spread the cost or even proceed with an initiative with no cost. They extend their reach with target markets, donors, and media. Both partners can share the halo effect of each other’s brand.
Recently, a startup in modular furniture contacted Image Marketing Consultants about finding them partners in both online and brick and mortar retailing. Initially, they assumed brilliant market communications would do the trick. Then they realized that getting by the gatekeepers for retail websites and actual stores requires the fine art of partnering.
Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations on partnerships as well as Marketing, Advertising, Public Relations, Social Media, and Special Events, 203-404-4868, kate@imagemarketingconsultants.com.
by IMC | Aug 8, 2012 | Blog
Launching a new concept for on-the-go eating? Considering running for the U.S. Senate in 2016? Or raising money for the victims of a natural disaster?
In all those campaigns, a celebrity presence is a big plus. Like it or not, approve or it or not, America operates on star power. Always has. Historians are just disclosing now how much Founding Father George Washington was a carefully crafted celebrity brand. That brand was continually reconfigured to align with the changing times.
At Image Marketing Consultants we have been able to help hundreds of needy veterans and graduating college seniors through celebrity spokesperson Mike D’Atoni. From the New York Knicks and the USA Men’s Olympic Basketball Coach, D’Atoni provided the star power in the Save a Suit campaign during the summer of 2012.
Thanks to D’Atoni, including his $20,000 donation, Save a Suit was able to collect and distribute new suits, ties, and shoes to 100s of job hunters. Television networks, local newspapers, bloggers, and tweeters showed up to give the Save a Suit Foundation the publicity it needs to continue its mission. Star power is the American version of the Law of Attraction.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, advertising, public relations, social media, and special events 203-404-4868, kate@imagemarketingconsultants.com.
Now what do we do? That’s what both small businesses and larger organizations are asking Image Marketing Consultants. They have concluded, along with FORTUNE, that the social media bubble has burst.
