Can You Do Too Much Marketing?

Are you tired of the ads, direct mail and phone calls from the political candidates yet? Sometimes it feels like the elections never stop; we just roll from one right into the next. At what point do viewers simply tune out the message?

Major political campaigns are big business. The candidates are marketing themselves to the voters, and they spend a big chunk of change doing it. Those candidates without deep pockets must get creative, taking advantage of free press through debates, town hall meetings and the creative use of social media. Candidates with more money rely heavily on TV and radio ads in the major markets, hire services to call voters to encourage them to get out on election day, send direct mail, etc., etc., etc. 

If we add to this money spent by special interest groups and Super PACs in support of their candidates (just under half a billion dollars in 2011[i]), marketing essentially becomes a free-for-all. And because these groups aren’t directly linked to the candidates, the ads and approach can be down and dirty—in some cases influencing viewers and in others causing them to tune out all political ads.

Statistics are out on the amount of money spent on TV ads by each Republican candidate leading up to Saturday’s South Carolina primary. A combined total of $13.2 million was spent on TV ads alone, with Mitt Romney shelling out $4.7 million, Newt Gingrich spending $2.4 million and Rick Santorum $1.7 million[ii]. Yet, spending more than the second and third place finishers combined on TV ads did not guarantee Romney a win.

A political consultant referenced in The Charlotte Observer article (see end note below) believes that there were so many ads being shown that they simply lost effectiveness. Is this a case of too much marketing? And what do you risk if your competitor has a huge presence and you don’t?

One of the basic tenets of marketing is to know your audience and reach them via the channels they use. This is more than TV and radio, it includes online options and social media. Candidates are still figuring out how best to connect on these channels. When the competition is fierce, however, it’s important to see if you can find creative options to reach your viewers and catch their attention. One opportunity is to make sure your ads are not “typical fare” – make them stand out from the competition. Extremely tough—especially in a political campaign—but sometimes your best option to make marketing work for you. We’d love to hear your thoughts on how you would market yourself if you were running for office. Comment below and let us know!

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[i] http://www.tvb.org/planning_buying/Political/251654

[ii] The Charlotte Observer, “TV ads didn’t pay off in S.C.,” 1/24/12

BUILD YOUR TEAM

In today’s hectic business environment, managers and employees can lose focus on strategy and long-term goals while fighting daily fires. It doesn’t matter if your business has five employees or 50, a retreat or annual meeting can be a positive, team building experience that can refresh attitudes and renew a common sense of purpose.

Your retreat should always take place away from the office and technology. Depending on the type of retreat you choose and your budget, this can range from meeting in the backyard of a senior manager who lives on the lake to renting space at a local hotel to a full-service weekend “adventure” retreat that includes outdoor team building exercises. The point is that you are away from distractions. Have everyone dress comfortably and intersperse some physical activity with your sit-down sessions to keep people from tuning out. Add a creative session or two to get the juices flowing; this doesn’t have to be anything fancy—you can use something as simple as an opposites word game or simple drawing exercise. And don’t forget healthy, nutritious food to keep everyone alert (okay, and some chocolate for good measure).

There are several types of sessions that may be of value during a retreat:

Social Presence: Get input from your staff on your social media presence and policies, and get them involved in representing the company. In the “Facebook world,” all employees can and should help by watching for comments about the company and sharing the good things you do.

Branding: Do your employees understand the company brand? Engage them on ways to ensure brand consistency and ask them for new ideas that will promote the brand.

Strategic Planning: What is the firm’s strategy? Its goals? Are employees aware of the goals? If the strategy and goals have been defined, involve employees so they understand and can help focus on meeting these goals. If the goals haven’t been set yet, get employee input. Many times people at lower levels have insight into the customers and market that senior managers lack.

Team Building/Motivation: Wrapping up your day with a motivational session sends everyone away energized and ready to tackle the world when they return to work!

Tell clients that the office will be closed that day and provide an emergency-only number for them to call if necessary. The goal is to get your team back on track and focused on the long-term health of the business. Need more information about sessions for your retreat? Give us a call at (919) 850-0605 or e-mail us at info@theexpertspeakers.com.

“Time is of the Essence...”

We’ve probably all used this expression at some point in our lives, but it is truer today than ever before, especially in the business world. Consumers have a tremendous amount of influence, and their voices are more easily “heard” everyday thanks to social media. They can be your best advocate or cause damage to your reputation. Your response model must change.

In the past, large firms typically had defined processes for handling consumer correspondence, complaints or suggestions for future products. In today’s environment, businesses that have not moved to a more immediate response mechanism are struggling. As an example, think about the huge Toyota recall that took place in 2010. From all indications, the acceleration issue had been going on for quite some time. When the story hit the national news, Toyota was unprepared to handle the public outcry; indeed, their slow response has been used in case studies on ways NOT to handle a business crisis.

There are several keywords that can guide you in defining a response plan:

• Monitor – it’s important to know who is talking about your firm and staff. You cannot address an issue or thank someone for an endorsement unless you know it is out there. Has someone mentioned your firm, staff or product in their blog? Was a staff member quoted in the online news? You need to know. It’s also good practice to monitor your industry keywords and your competitors. You may find great ideas for a new product or service by listening to what those interested in your industry are saying.
• Involvement – the more involved you are in activities related to your industry, the higher your “expert” quotient will be in the minds of your clients and prospects. As you monitor articles related to your industry, you can quickly respond and gain exposure for the firm. Some businesses have monitored consumer discussion boards for product feedback, and when a consistent enhancement is requested, implemented it quickly to please customers. Others have contacted their local media when a relevant story appears to go on camera with a response or follow-up information. Timeliness is again key.
• Responsibility – it’s difficult for one person to monitor and respond to all mentions of your firm. Setting some base rules and empowering all employees to watch for and respond to activity will expand your reach (business footprint) and make your staff members feel more a part of the team.
• Now – you cannot delay in responding to comments or issues that concern your business. Timeliness is critical. This is true for both publicly posted and private comments (which can easily become public-Wikileaks, anyone?). If the comments are negative, you have an opportunity to immediately address and resolve the issue. And if you do so in an effective manner, most clients and prospects will applaud your efforts. If the comments are positive (maybe a great mention in a news article), you can push these out to your client and prospect base, who may then share with their friends, giving you some positive “viral” activity.

Our reality as business owners and managers has changed and there is no going back. It’s important for all of us to move forward. Those businesses that find ways to take advantage of these changes will be the ones that succeed. We'd love for you to share your tips for managing your online reputation. Let us know what works for you!

My top 5 reasons to use social media

There are so many reasons to be using social media as part of your marketing. Here are my top 5:

1. Engage vs Push. Marketing used to simply 'push' messages at the consumer and you'd hope to make a connection if they liked what you had to offer. Times have changed and so has marketing. People want to feel more connected with products or companies they choose to do business with. Social media helps to 'engage' people.

2. Transparency. When done correctly, your prospective clients get to know you better. They see if you have some of the same beliefs as they do, allowing them to form connections with you. Don't just advertise sales to them. Give them a taste of who you are beyond the sale. What is your commitment to the community? Do you contribute to your industry as an expert? Why do you do what you do?

3. Handle the Haters. Within social media, you actually want a small percentage of your followers to raise issues. If it is all a love fest, it is boring, self serving and you'll actually lose credibility. People like a little controversy (think Rush Limbaugh). You may even find other fans coming to your defense when someone raises an issue, which is wonderful marketing. You should develop a response plan to handle the haters, because how you handle the issue will say something about who you are.

4. Google Footprint. The search engines give high value to social media channels. When you have a robust presence in the big 5 (Facebook, LinkedIn, YouTube, Twitter, Flikr), you will see a better Google Footprint and this will also help your websites search engine optimization (SEO) with backlinks from all your social media channels.

Be sure and define which channels will work best for your target audience and then spend your time accordingly to build the best channels for your needs. Social media can become a black hole where you spend far too many hours and valuable resources. Set limits on your time or hire someone to help you keep your content current.

5. Need another reason? Your prospective clients are on social media right now!


CAUTION: Many businesses and law firms are jumping on the bandwagon to the exclusion of other marketing channels. Social media SHOULD be part of your marketing, but it should not be the only thing you do. Consult a professional to help you with your planning and budgeting so you have the right marketing mix.

Corporate Gifts from NC

The NC BBQ Company is one of our newest clients. We like their product so much we're giving it as our corporate gift this year! Rick and Ryan were just had another appearance on FOX news. Check out the story.

Here is more shameless promotion of one of our clients and the amazing art our Creative Director, Mike Steele did for them.....

The North Carolina Barbecue Company (www.ncbbqcompany.com) is promoting its line of traditional mail order barbecue to NC-based companies looking for a way to showcase the state to their clients and prospects. The company, based in Greensboro, sells traditional Eastern and Piedmont-style barbecue, along with a “Battle Box™” that offers both products.

“Whether you were born in North Carolina or just recently moved here, NC “cue” is a tradition,” says Ryan Pitz, co-founder of The North Carolina Barbecue Company. “North Carolina is a great place to do business, and we want to offer an easy and unique gift option for businesses that are based in the state as a way they can promote their business. A traditional NC BBQ package offers a taste of North Carolina that clients won’t soon forget.” Adds co-founder Rick Scott, “the Battle Box is a favorite of our corporate clients. What client wouldn’t want to get a package of NC BBQ from Santa? Because it contains both Eastern and Piedmont styles of BBQ, many companies promote dialog with clients by asking them to be the judge of which style is best.”

The North Carolina Barbecue Company was founded in 2010 by Rick Scott and Ryan Pitz after hearing from some former North Carolinians that they were unable to find good barbecue in their new locales. Three primary packages are offered: Eastern, Piedmont, and the company’s trademark Battle Box. The business delivers “the authentic barbecue experience anywhere in the United States.”

How to Use Social Media and the USPS to Create Customers

Just had another article posted on the B2C Marketing Insider site. Using social media to reach customers and propsects can be very effective, but including traditional channels - like sending a personalized note through the USPS - can really make your campaign pop. Read the full article...