Don’t be a Spammer: 10 Things Journalists and Bloggers Hate

Reblogged from Abbi Public Relations, Inc. Blog:

By Abbi Whitaker President of Abbi Public Relations A public relations professional can be one of the most valuable resources for a journalist — a partner who points out relevant news, gives access to valued sources and provides photos and reliable company background. But all too often repeated miscues by PR companies turn them into the equivalent of spammers. Here are 10 irritating habits common among PR media pitchers that can destroy any chance of a lasting and mutually beneficial relationship with a …

3 Ways To Empower Your Customer

It’s become a mantra of the new economy: No one is looking out for you… but you.  You are the only one in control.

Self-security is the new entitlement in today’s new economic climate because we simply don’t trust anybody anymore.  We’ve been misled by mortgage brokers, regulators, rating agencies, banks and CEO’s – to name a few.  To the point, in a recent Money Magazine poll, half of the respondents said they no longer trust their financial advisors.

Personally, I find that a shocking statement, and one that you should take into consideration. If this is now an age of distrust, then “no one is looking out for me except me” is an important consumer insight.

Give your customers a choice.

Does your brand address that core need in a way that honestly separates you from your competition?  More importantly, we all need to do what we can to give our customer a sense of control over our product or service simply by giving them a choice.  By exercising their own choice, your customers will inevitably feel a sense of control over their own environment. But… be careful not to overwhelm them as two options may be more than enough.

Encourage your customer’s to talk.

Pry the door open to conversations – whether in person, on the phone, or even online.   Be sure to do the one thing they need most – ask.  You’ll be amazed that they’ll not only tell you what they need, but feel a sense of relief and confidence in doing just that for your brand.

Make sure they have something to do.

Nothing counters a growing sense of vulnerability faster than taking action.  What if you offered a free seminar about online selling?  How about addressing ways to make your product or service have longer lasting value?  Perhaps you can offer up ways for more budget conscious options?  The basics of human behavior are in motion – and it’s your job to empower them for your brand. .

The bottom line is – if you give your customers a sense of certainty and control, they will repay you with their enthusiastic loyalty. G

Simplify Your Brand

One of the hardest challenges in our business is simplifying our client’s message to its core emotions and values.  It sounds so simple, and so many think they can do it for, and by themselves.  It’s more than a challenge to focus on the simple value of a product or service, than address the complexity of the market environment, and the barrage of messaging customers receive every day.

In 25 years of helping people craft and deliver their company’s message, there’s one simple, important step that is often passed by.  Simplifying the message.  Stepping back for a moment and saying with intent – How can we make this simpler?  Then start stripping away at each and every word and thought until you find the very core basics left.

I can guarantee that your target audience will not only be more responsive, they’ll consider your message a welcome lifeline in a sea of complexity.  What is most confusing to them is a result of giving them too many options at once, then not clearly helping them make a choice best suited to their specific needs.

In order to be simple, you must first go to the extremes of complexity – and peel back the hyperbole and marketing speak until you reach the core message that speaks to solving your customer’s problem – or enhances the basic values of their everyday lives.  Then…the message will resonate like none before.

The difficulty is in taking yourself out of your current thinking – and stripping away the constructs you’ve built about your product or service that you’ve convinced yourself is exactly what your customer wants.   Your perspective counts, of course – but your customer’s counts more.  Without polling or engaging them one-on-one, you’ll only guess at how your brand is perceived – and how best to communicate what can best be sold.

No matter what stage your brand development is currently in – whether a start-up or an established product or service – you’ll be well served by taking a moment to step back, and simplify your messaging.

If you’re challenged in doing that by yourself – call on us – and we’ll help you through the process to your success.

Google Launches Search plus Your World

If you’ve searched for anything on Google in the past few days, you’ve likely noticed a difference in the results you’re receiving.

On January 10th, the company released what may be the most dramatic change to it’s search algorithm… ever.

According to their release, “We’re transforming Google into a search engine that understands not only content, but also people and relationships.”

In short, your Google search will now be delivered in three criteria:

1. Personal Results, which enable you to find information just for you, such as Google+ photos and posts—both your own and those shared specifically with you, that only you will be able to see on your results page;
2. Profiles in Search, both in autocomplete and results, which enable you to immediately find people you’re close to or might be interested in following; and,
3. People and Pages, which help you find people profiles and Google+ pages related to a specific topic or area of interest, and enable you to follow them with just a few clicks. Because behind most every query is a community.

One thing is certain – the rules of SEO have been altered by this change…and content (as we’ve all been saying for the past few years), truly IS King.

SO…are YOU creating content for your audience?  Content they’re engaged in and responding to?

How will this affect YOUR brand?  What do you think are the benefits and drawbacks of these new search term results?

What Are Your Marketing Resolutions for 2012?

I have to admit…I didn’t “see it coming”.  The end of the year is already upon us.  As we reflect on many aspects of our professional and personal lives, now is a good time to set goals for the year ahead – and if you haven’t already…write them down to track your progress and successes.

If it isn’t already, incorporating social media into your business’ marketing plan for 2012 should be high on your lists of resolutions, according to Business To Community. The online resource offers up a wide variety of helpful tips for small business owners looking to maximize their social media presence in the new year.

Developing and growing a Facebook fan page is obviously become more important than ever, as it offers free business advertising with every “like” while providing an inexpensive way to offer deals and incentives.

As popular as Facebook has become, it’s wise to diversify your social media portfolio. In addition to Facebook, creating profiles on LinkedIn, Twitter, Google+ and YouTube are also very important. Each channel should provide links to the others to encourage customers to follow the company across as many different avenues as possible.

Getting your social media pages established and visually branded alike is just the start of a comprehensive social presence – adding relevant and engaging content is the key to engaging, and growing your audience of loyal fans and followers.

So… what are you doing reading this?  Get started!  And know that social media is just one slice of the “marketing pie” that you’ll need to focus on in 2012.

What other marketing plans are you making for the New Year?  We’d love to hear about your goals, plans and challenges.

Bear Attacks Reno

Who doesn’t love the Muppets?  (Satan aside.)

The iconic puppets created by by Jim Henson in 1954  have developed a popularity so expansive, Muppet characters have been treated as celebrities in their own right. The Muppets have presented at the Academy Awards and Emmy Awards; made cameo appearances in such feature films as Rocky III, An American Werewolf in London and Mr. Magorium’s Wonder Emporium; and have been interviewed on the news magazine 60 Minutes.

Muppets are, quite literally, the rock stars of the Sesame Street generation – and have become cultural icons promoting kindness, knowledge and community.

That is… until now.

Enter the new Disney movie released last month: “The Muppets Movie“.  The box office literally exploded as families from across the nation gathered to watch a full length escapade of characters many of us have grown up with.  Reviews have been extremely positive about the film – unless of course, you happen to live in the one city that they film literally “throws under the bus” – Reno.

Imagine the excitement as film producers contacted a local casino, and asked if they could film at their location.  Who would say no to this troupe of fun-loving, kind-hearted icons of America?

“Officials there say the casino’s marquee is what drew the stars in. ‘Apparently they drove by and saw our marquee and just loved it. I think it’s just great for Reno to have an opportunity like the Muppets especially when you think of all the stars in the movie making guest appearances and then the Bonanza Casino, so it’s kind of nice,’ says marketing director Martin Amba.”

Little did anyone know that our dear Muppets would go the way of Reno 911 in depicting northern Nevada at the time. Children who live in this community have been saddened and upset as the film openly makes a mockery of the area’s amenities and lifestyle:

“Reviewers have praised “The Muppets Movie” that opened Wednesday as a comical family flick, but for Reno residents, the joke is on them.The Las Vegas Sun reports that the latest Muppets movie pokes fun of the Biggest Little City in the World several times.

Early in the movie, Fozzie Bear is shown performing a song at a casino in Reno on the edge of town in a Muppets tribute act called the Moopets. The lyrics claim couples don’t need a marriage certificate to get married in Reno. Fozzie’s dressing room is located in an alley behind the casino, where gunfire can be heard.

After Fozzie is reunited with his fellow Muppets, he laments the idea that he might have to return to Reno.”

In fact, the moment that Fozzie “laments the idea” he may have to return to Reno is perhaps the biggest laugh of the film. And the biggest laugh is, of course, at the community of Reno’s expense.

Once again, Reno’s brand is not only tarnished by stereotypes that are not reality – but presented as “reality” in this fantasy.  And who among us can blame these wholesome icons of education and fun for jumping aboard the popular train of making fun of Reno?  After all…it’s fun sport.

That is, of course, unless you’re a child who lives here – and have those icons literally turn on you to announce to the world that you live at the bottom of cultural barrel.  A state you should be ashamed of being part of – but powerless to change.

Thousands of kids in Reno have seen the movie, and from several that have been interviewed – all of them upset by how they were depicted to the world by the Muppets and Disney – perhaps the two most iconic family brands in culture today.

Once again, Reno is the butt of the joke.  And once again – Reno is seemingly powerless to respond or react without looking like we “can’t take a joke”.

Are we powerless to express the richness of northern Nevada?  How can the community of northern Nevada express its sadness that producers once again took a cheap shot at a community that has faced a year of incredible hardship and disasters?  How can we regain our dignity again in the media market?  Would it be easier to accept the brand we have acquired, but don’t deserve?

This is a challenge that your suggestion would be very welcome.

Google+Pages+YourBusiness?

Since its roll-out recently, bloggers and marketers have been talking about the value and potential of Google+Pages for business brands.  Is Google+ Pages going to be the right platform for every business?  Of course not.

No doubt, some brands will hop on any channel and follow the next bright, shiny object, and yet nearly all the pundits agree – every business should consider building a presence there starting right now.  Seriously…right now if you haven’t.

Claim your stake, right?

Get your page before someone else does, right?  Yes…in part.  But that’s just the very start of why you should build a presence on Google+Pages.

Google lives throughout the internet.

Between search engine dominance, and products like Gmail, Google Reader and Android – Google is clearly a dominant force with staying power.  Even if Google+Pages changes its format – the very fact that your business will build a legacy on the web the sooner it starts engaging Google’s portals.   Even if you’re hesitant to dive into Google+ because of Facebook’s viability in social networking, it’s important you own your piece of Google+ for ranking purposes alone.

Unfortunately, it IS more work.

Marketers are constantly faced with more fragmentation and new channels as a daily reality.  Which platforms will grow in dominance in the next year remains to be seen, but it’s clear that Google+ is entering the race to stay.  The fact is – your business brand will need both platforms to communicate to different audiences – and you’ll have to reach out in greater segmentation to them, with more targeted messages.  Equally important is the ability to listen to feedback, and respond when necessary to customers.  Many will be on Facebook – and many will also be on Google+.  It’s important to have a strong presence in both.

So it’s your turn… are you in, out or sitting on the sidelines with Google+?  We’d love to hear your opinion and feedback.

The Long Road To CommRow

It’s been months since I’ve felt I had the time, or motivation, to return to blogging.

For awhile, I used the “more important things to do” excuse.  Or the “does it really matter if I do or don’t?” excuse for not taking the time to look out into the world, and share perspectives on the ever-changing world of branding and marketing.  The fact is – I have been busier than at any other time in my career.  Looking back on the past 10 months now, I see that my lack of dedication to blogging was more about my lack of dedication to myself – to my own growth and understanding.

Plus…and I mention this with the utmost respect to those who actually make a living blogging (or helping others to) – it’s damn hard work.  Given how hard my most recent project has been, there simply weren’t enough hours in the day.

I’ve “come back to myself” now, and to this thing I love – investigating, commenting, and sharing dialogue about the things and perspectives that motivate me every day.

What happened in those 10 months was nothing short of miraculous.  An empty casino at a key location in downtown Reno was transformed into a 60,000 square foot, three level entertainment, food and climbing/training center.  From Fitzgeralds’ has risen CommRow – Reno’s First Urban Adventure Destination.

In December 2010, I joined the developer’s team to begin the process of designing (and redesigning) the facilities – from concept development through local government approvals – I was able to see every aspect of what it takes to develop an entirely new category of brand – the creative reuse of an outdated casino into a contemporary center for healthy fun.  Positioning the property from its inception, we developed a brand with nothing less than 14 sub-brands – each with their own identity and purpose.

While nobody knew exactly what would become of this idea at that time, we all worked days and nights and weekends to drive toward finding out if we believed it was financially feasibly possible.  Literally tens of “waterfall” spreadsheets later – the decision was made that it was – and the race was on to build it.

Ten months later – we opened the doors to the first three floors with fireworks, concerts and crowds.

And now I’m the development’s Marketing Director/Creative Director/Graphic Designer/Janitor.  As the processes for getting an effort this big off the ground begin to establish themselves, I’m hoping to have more time to dedicate to my first passion – SmartBrand.  And to getting back to building more brands for passionately focused companies.

For now…I have my hands plenty full and have been enjoying every excruciating second.  More importantly…I’m learning so much, so quickly, that I’ve become once again dedicated to exploring and sharing about the business of building brands.

I hope you’ll come back and share your thoughts as I do…and always, honestly, thank anyone reading this stuff I feel compelled to share.

More to come about CommRow’s intents and challenges…and about the world of branding, marketing, advertising…and all their many components.

The Potential Of Chaos

You likely have heard that the Chinese symbol for crisis is a combination of  danger and opportunity.  In today’s challenging economic climate, never has this relationship been more relevant.  What is a brand to do in this climate?   Embrace chaos.

A seemingly innocuous and contradictory phrase – how can something as unpredictable and disruptive as chaos be used to advantage, much less, embraced? Chaos in an agency upsets people’s lives, inhibits great work, constantly shifts priorities and is generally considered to be the one uncontrollable that keeps the agency from achieving its goals. Or does it?

The World We Live In

What used to be manageable annoyances in an agency have become day-in, day-out crises. Annual client marketing plans and budgets now change on a whim; successful creative campaigns are discarded as quickly as they are developed; key staff shift loyalties as readily as they change their socks; and agency leadership redefines their priorities with each change in client management. And then there’s this social media – empowered consumer – buzz marketing thing – turning the notion of one-to-one marketing into a force that shakes consumer communications to the core.

Building anything concrete on these shifting sands is seemingly futile (and expensive). But we continue to try. It’s been over 10 years since agencies began experimenting with ways to control or manage their changing world. Thousands of change efforts and millions of dollars have yielded one simple conclusion, in the marketing communications business, the only constant is change – chaos is here to stay – and any attempt to ‘control’ it flies in the face of the realities of the business.

The Potential of Chaos

What is lost in this obsession with managing our unmanageable world is the power of chaos for its own sake. We would love to believe that the best strategies and campaigns are the result of big investments in research, developing key insights and proving our concepts in focus groups. A dirty little secret of the business, however, is that the best ideas and the most powerful campaigns are frequently the product of scribbles on a cocktail napkin. In fact, chaos (and its cousin, urgency) can produce exceptional results.

How can chaos result in better work? – Less time to research and analyze produces better gut-level, instinctual and emotional thinking. This puts the focus back on the creative talent, lessens the tendency to over-think the product/brand and allows the essence of the communication to emerge

- Chaos forces people to constantly think about their client’s business – preparing themselves for anything that might come up. Always looking for the next big idea or thing that can be used to move the brand message forward Properly handled, chaotic business requirements at clients opens the door for the agency to step into an expert role and resource for the client – helping them eliminate problems as they come up

- Chaos keeps energy in the agency. It forces staff to be on their toes and creates a sense of enthusiasm and success, as each new emergency is put to bed.

- Ideas win over analytics, every time – and that’s a good thing.

Give Your Brand Away

We all love something for free, but valuing the return on a giveaway is not always the easiest metric to measure.  For many marketers and business owners, the value proposition for free giveaways is hard to justify the investment.  Bur who doesn’t want a free iPad, t-shirt or promotional item?

If you want to build a loyal following of brand advocates, freebies can be an enduring and affordable way to create and keep brand loyalty.

Everyone loves a freebie, which is why giving products away is an excellent tactic for anyone in marketing who wants to create brand advocates. Whether you want to improve the number of online conversations about your brand, or reduce customer complaints, a free product is a great place to start.  So where do you start?  How far do you go?  What can you ask for in return?

Seek out bloggers

Pepsi wanted to raise awareness of its updated logo, so the brand  turned to bloggers to help spread the word. Rather than taking the typical path of sending out press released, Pepsi assembled it’s history of logo iterations since it’s beginning – and sent one can with each logo type to bloggers.  Soon after, the bloggers received another set of Pepsi cans with the new logo.

Photo courtesy Adrants.com

Not only did this help bloggers understand the development of the new logo, it also helped them to appreciate Pepsi’s long history in the market place.

The result?  Bloggers enthusiastically endorsed the change, having experienced it personally – and spread the word creating a viral message that Pepsi could leverage for its release for months.  Win.

What can you do to follow the Pepsi model of success?  Research bloggers already in sharing information in your brand category – no matter what it is.  Start at  Google Blog Search to find them, and send them samples of your products or services for them to review.  Simple.

Engage community voices

There’s no question that social media has changed the landscape of finding your community voice.  Twitter is filled with conversations in your specific industry, which enable you to build connections between your brand and your customers.

Give  Follower Wonk  a try to Twitter profiles for keywords specific to you, and in turn, connect to people who are truly passionate about your brand niche.

Reward loyalty

Like many American markets, free clubcards have become the staple of brand loyalty rewards.  From grocery stores to restaurants, providing an incentive for return customer’s loyalty is one of the strongest ways you can build an army of brand fanatics. Even if you don’t have an existing loyalty program now, you can find a forum of conversations just right for you on Board Tracker.

Free works

Walk down the aisle at any farmer’s market, and you’ll be offered a wide variety of fresh fruits or vegetables to sample.  By the end of that walk, if the samples are good, you’ll likely buy more than you ever anticipated at the start – and for good reason.  Free sells.

Even if your product or service is fairly expensive to give away, you can leverage your brand via the web in competition to get it for free.  Giving away your brand is a great way to build lasting loyalty, reach bloggers and reward loyal customers.  At the end of the day, isn’t that what we all really want?

What are some of the best free giveaway campaigns you’ve ever seen?  What brands are you loyal to because they offer free samples?