Making Plans for 2010

I've been working in marketing for almost 14 years and one thing has not changed, boom or bust: fourth quarter planning. Whether it's a Fortune 100 company or a small upstart, most businesses are thinking and planning marketing for 2010 in December '09.

It makes sense for many folks because a new year brings a new budget. A new year equals a new start at hitting those sales goals to keep your business humming along. Fourth quarter allows for the perfect opportunity to reflect on where you are, what you've accomplished and maybe what wasn't so hot during the last 12 months.

Haven't started yet on that 2010 plan or maybe you feel your business or budget is too small for a plan? Think again.

Just as every company is a brand, every company needs a plan. Creating a strategy and tactics to increase your awareness or sales forces you to tweak your brand. Your target audience and the competitive landscape you live/work in is always changing thus your brand is an ever evolving thing. Ask yourself: Are the key messages of your brand still ringing true with your audience? Has something happened this past year in your customer's lives that causes them to view you differently? What are your competitors doing now that they weren't doing a year ago?

Secondly, a marketing plan keeps you on a path of working towards three goals. Sure you can have more than three, but let's be realistic and practical. More than three and you start moving in too many directions and traveling off the path of your brand. Develop strategies and tactics that help you reach your goals.

Finally, think of your plan as a road map to success. It's a lot easier to navigate the crazy advertising and marketing world if you know where you want to go (your three goals) and how you want to get there (marketing strategy).

Learn how we can build your brand and create buzz for your company at www.create-buzz.com.

Thinking Outside the Big Yellow Book: Part 3 of 3

Grassroots marketing can provide a boost to small business especially through referrals and your involvement with local charities. Each of these will get people talking and create buzz for your brand.

Start thinking outside the yellow pages and create some sensational word-of-mouth marketing for your business with these tips:

1. Business Referrals. Look around your sales territory, your neighborhood, your part of the country and see what other brands your target audience is using. Chose a few that would be a nice compliment to your company. Form partnerships with these folks and work together in reaching your desired audience and getting them in the door.

2. Customer Referrals. Word-of-mouth marketing is huge and not to be overlooked. Have your customers spread the good news about your great product(s), service and brand experience. Ask them to write online reviews, comment on your company blog, tweet about you, or fan your Facebook page. Whatever it is that you do, get them talking about how great you are to their friends, family, neighbors and co-workers.

Additionally, if you are working on PR for your company, ask a few customers if they wouldn't mind providing testimonials. These are great to post on your website, too.

3. Doing Good Work. Charities are always needing help. Find one or two that are close to your heart or in your service area and build a relationship. This might mean your company provides services in-kind or donates an item for the annual auction. Not only are working for a good cause but also building your brand by getting your name out in the community.

Learn how we can build your brand and create buzz for your company at www.create-buzz.com.

Thinking Outside the Big Yellow Book: Part 2 of 3

Marketing your business will eventually lead you to the world of online and email marketing. There are many options in this venue so let's start with the most basic: your website.

A dynamic and informative website that speaks the language of your audience is in many cases the first brand experience for customers. Make sure it's emblematic of your company and what you do.

Step number 2: Optimize your website so people and search engines can find it. It's pretty lonely out on the World Wide Web if nobody visits. If Google has you ranked on page 17 for your category, it's time to think about hiring a professional in search engine optimization (SEO). These professionals will code your website and fine tune it so that when Google, Yahoo and the like come along, they stop to see what's going on.

Step number 3: A lot of great and free opportunities are available in social networking for small business. Take advantage of them. Create a company page on Facebook and invite customers, friends, colleagues, vendors, etc. to fan/friend the page. If you have an instructional video, footage from trade shows or other relevant clips that enhance your brand, post them on YouTube with a link back to your website. Twitter is not for every business but if your industry is tweeting, jump into the conversation.

Step number 4: Stay connected with customers and keep them coming back through email marketing. Begin by getting permission to add your customers to an email database. Next, utilize an online company such as Constant Contact to create an e-campaign that is sent out weekly, monthly, quarterly or whenever it makes sense to keep your customers in the loop.

Next week we discuss creating buzz with word of mouth marketing. Stay tuned.

Learn how we can build your brand and create buzz for your company at www.create-buzz.com.

Thinking Outside of the Big Yellow Book: Part 1 of 3

As a marketing expert who works solely with small to mid-size companies, friends who own their own businesses like to pick my brain for advice. Typically they've done some direct mail or maybe placed an ad in the yellow pages but aren't quite seeing the results they would like. They ask, "what else can I do?"

With the economy in a bit of a downturn and budgets tight, many business owners need to step out of the box and look at what other options can build their brand and create buzz without breaking the bank. Today's blog is part one of a three part series that explores tactics beyond a radio spot or local newspaper ad that deserve some consideration for your marketing plan.

*Print*

1. For some niche audiences, the best place to reach them is by their local neighborhood newspaper, association newsletter or church bulletin. These seem so "old school" but if you are trying to reach a localized market or one that trades within blocks or miles of their home, then this is a great way to reach a particular area of a zip code or large subdivision.

2. Yes, it seems that no one uses the yellow pages anymore; it's Google all the way. But for many, their computer is not the first place they think of going when looking for a local plumber, roofer or electrician. Especially if your target audience skews older or are home-owners, the yellow pages can help make that cash register ring. In a recent Wall Street Journal article, the reporter offered an excellent idea to existing yellow pages users: if you are in a community that already knows you, consider pulling or shrinking that ad and advertise in the neighboring town's book.

3. Don't forget to advertise when and where you are working. Place a sign out front of a client's home during a carpet install or a table tent when you're catering a business lunch with your name, logo and contact information (preferably the company website address).

Next week: online and emarketing

Learn how we can build your brand and create buzz for your company at www.create-buzz.com.

Tweet, Tweet

I read everything that lands in my mailbox. You just never know where good information may be hiding.

This month I stumbled upon Realtor magazine. On page 11 of the September issue, I found a great little cheat sheet for easy Twitter tips. When you join Twitter, you're sort of on your own when it comes to learning the tricks of the trade. Here are five easy hints to get you started:

1. Send tweets regularly - maybe once a day or a few times a week. The more you tweet the more people will follow.

2. Place a hashtag(#) in front of key words in your message so they can be found in Twitter's public search tool (http://search.twitter.com).

3. Link to articles and web sites by using free sites Budurl (www.budurl.com) or TinyURL (www.tinyurl.com). These keep you from eating up 140 characters with a long link address.

4. TweetDeck is a free app (http://tweetdeck.com) that helps you manage your Twitter account right from your mobile phone or desktop.

5. Interact with your followers by tweeting about and commenting on their posts. This helps get your name out there!

Learn how we can build your brand and create buzz for your company at www.create-buzz.com.

School Districts Marketing to Lure Students Back

Last week, the Wall Street Journal reported that several public school districts were utilizing marketing and branding campaigns to win students back. Over the last few decades, thousands of students have left these schools in favor of charter, magnet or suburban schools. Marketing tactics typically used by businesses to sell goods and services are now part of the communication arsenal in St. Louis, San Antonio and Pittsburgh.

Schools are trying to fill vacant seats in an effort to receive more money from their state's education budget. More students = more money and in these tough times that could also mean the difference between being open next school year, or not.

The article, "Hard-hit schools try public relations push," discusses how school districts are taking their message to the streets via You Tube, Twitter, radio, Internet and TV. All in an attempt to re-brand the local public school system as valuable, top-quality and the best choice for your child. An interesting concept, but will it work?

My hunch is that the message will reach the target audience. If for anything, the listener or viewer will be intrigued by the fact that the public school system is advertising. Where it gets tricky is whether the local schools can persuade folks to take a second look and consider them in the decision process. You can re-brand yourself all day long but if your product does not meet expectations, the cash register, or in this case, the school bell, won't ring.

Stay tuned as we follow this story and let us know what you think.

Learn how we can build your brand and create buzz for your company at www.create-buzz.com.

Revamped, Revised, Remodeled

For many small businesses, a website has replaced the once standard, three-panel brochure. Many times it's cheaper to produce and easier to update as your business develops. Not to mention, when 85% of customers go online first to learn about a company, it's a wise investment.

At elle marketing communications, we're a small business too. We know the value of a good website first hand. We also understand that a website is not static. It should reflect your company's growth and the relationship with your audience as your brand matures.

Since our website launch in 2007, our body of work has grown significantly. To showcase what we've done for clients and to perhaps inspire others, we've added a Portfolio section to our site. Check it out at www.create-buzz.com.