Liz Talks Small Biz Buzz

Facebook Ads: a word from one of my favorite blogs

elizabeth@create-buzz.com (elle marketing communications) — Tue, 15 Dec 2009 23:18:00 +0000

A blog I read daily had a story today about Facebook ads. With the growth of Facebook in the last 18 months comes some new opportunity for advertisers. Read all about it: http://tinyurl.com/y8gn3vx

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

Making Plans for 2010

elizabeth@create-buzz.com (elle marketing communications) — Wed, 02 Dec 2009 19:20:00 +0000

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

elizabeth@create-buzz.com (elle marketing communications) — Thu, 22 Oct 2009 03:48:00 +0000

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

elizabeth@create-buzz.com (elle marketing communications) — Sun, 18 Oct 2009 04:02:00 +0000

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

elizabeth@create-buzz.com (elle marketing communications) — Fri, 09 Oct 2009 03:05:00 +0000

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

elizabeth@create-buzz.com (elle marketing communications) — Wed, 30 Sep 2009 16:24:00 +0000

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

elizabeth@create-buzz.com (elle marketing communications) — Thu, 20 Aug 2009 03:47:00 +0000

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

elizabeth@create-buzz.com (elle marketing communications) — Fri, 24 Jul 2009 22:32:00 +0000

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.

Ask Customers to Create Buzz

elizabeth@create-buzz.com (elle marketing communications) — Tue, 14 Jul 2009 12:36:00 +0000

Dear readers,

I'm still on vacation at the beach; recharging my batteries so I can come back to the office next week ready to build brands and create buzz. So once again, passing along another good read.

Today I saw an excellent blog entry all about small businesses and online reviews. The writer touts the importance of asking your customers to write online reviews about the great service they received while visiting your establishment. While the blogger is specifically talking about tourism businesses, this advice applies to any and all companies.

http://www.smallbizsurvival.com/2009/07/please-write-review.html

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

Twitter Etiquette In Four Easy Steps

elizabeth@create-buzz.com (elle marketing communications) — Thu, 09 Jul 2009 12:26:00 +0000

The balance of the week I am working remotely (read: working while on vacation on the Eastern Shore). So, I'm cheating a bit when it comes to the blog. However, I read this blog posting and thought it was worthy of passing along.

As we all well know, Twitter has hit the big time in terms of buzz. Even Oprah tweets. But since it's so new, people are still getting to know the rules for being a good neighbor on Twitter. Nichole Smith wrote a blog posting recently where she outlines just four easy things to remember when you are out there tweeting away. Good advice for all to adhere to as we navigate this new found social medium.

http://www.nicholelsmith.com/2009/03/25/the-twitter-etiquette-no-one-told-you-about/

BTW, if you want to follow me on Twitter: @liztalks

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

Cobbler's Children Have No Shoes

elizabeth@create-buzz.com (elle marketing communications) — Thu, 02 Jul 2009 14:20:00 +0000

I know you've heard the saying: The cobbler's children have no shoes. This old saying relates to the fact that a busy cobbler is working so hard making shoes for his customers that he has no time to make some for his own children.

Unfortunately, we've been so busy creating buzz for our clients here at elle marketing that we've been on a long hiatus from our blog. During the last nine months, many of our clients have been working hard to keep sales up during a slow economy. We've been doing a lot of thinking outside the box in order to keep customers coming in the door for our clients.

Beginning this week, we will once again be bringing you small biz marketing updates. Check each week for the latest news and our opinions on the buzz. Additionally, our company website, www.create-buzz.com, has received a long overdue update complete with a new Portfolio section. Look for that to launch within the next few weeks. We'll post a note announcing the big reveal.

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

Keeping Your Brand Strong When Wall St Hits the Skids

elizabeth@create-buzz.com (elle marketing communications) — Wed, 15 Oct 2008 12:36:00 +0000

Every year, Business Week publishes an issue with what they deem as the "Best Global Brands." Along with the list, they post an article that sums up the latest trends and talk around brand marketing. Not too surprisingly, the topic covered recently was "spending into the teeth of a recession." Given the events on Wall Street last week, this is something that is on every business person's mind. "Do I continue to advertise and market my services and products with the current economic situation?"

That's a valid question. Typically, a company's budget is determined by projected gross sales for the year. Your marketing budget should be 3%-7% of your projected gross revenue. But when the stock market takes a nose dive unlike one seen in decades and the credit market is tightening, are all bets off?

The answer is no and here's why. First, if you don't keep communicating your brand message - what makes you different than the competition - you run the risk of either being forgotten about or thought of as a commodity. Brands like Huggies diapers and Scott toilet paper know the danger of pulling back on marketing in tough times. People still buy these products no matter what sort of hit their 401k just took but when the checkbook is tight, consumers might choose the cheaper store-brand alternatives.

Kimberly-Clark (owner of these two brands) CEO Tom Falk says they are forging a more personal connection with consumers through online and TV brand marketing. "The worst thing you can do is pull in your brand-building spending and become more of a commodity."

Mark Baynes, Kellogg's CMO, agrees and says his brand is more than just "flakes in a box." "We believe it's critical, when the economy gets tougher, that people should be seeing the value of our brands constantly."

The second reason to keep up your brand marketing is that your target audience is still listening but for different reasons. When a recession hits, the customer set doesn't change but what is motivating their purchasing decisions does. Tweak your brand message to speak to how they are thinking, feeling and most importantly, buying. According to Business Week, "the consumer you thought you knew, pre-recession, can be almost unrecognizable. When times get tough, people reexamine old habits and brand loyalties. Their tastes shift dramatically as they cut back."

"The rate of change can be phenomenal," John Haynes, CMO at American Express. "In the past year alone, consumers have far more negative perceptions of debt and spending on themselves."

Take a look at the components of your brand and why your target audience is in tune with you. Then ask yourself, are any of these attributes more important now with the poor economy than they were just a few months ago?

If you are a B2B biz, perhaps the most important brand tenant now is the value you bring and the operational cost-savings your brand provides. If your target audience is consumer based, maybe you combine a promotional or coupon incentive with your current brand message. If you know that the target audience is more inclined to buy when there's a sale or promotion, then continue with the brand advertising but utilize part of the ad space or air time to promote a special offer.

Marketing is not an event, it's a process. With the economic landscape changing, so must your strategy and tactics to keep that cash register ringing.

To see "The 100 Top Brands" or to read more about marketing spend in a recession, check out the September 20 issue of Business Week.

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

BBQ and Branding Done Right

elizabeth@create-buzz.com (elle marketing communications) — Wed, 08 Oct 2008 17:15:00 +0000

BBQ restaurants are a dime a dozen. However ones that get it right...I mean the sort of place that you will go out of your way for, again, again and again...deserve special mention. But when you consider that they get the whole Branding thing too...well, that calls for a post on my blog.

Moes's Original BBQ, www.moesoriginalbbq.com, located in Colorado and Alabama, features a menu of down home hospitality and rich flavor. They serve up a unique, all things Southern, BBQ experience.

What separates them from most BBQ establishments is that they smoke all meats daily. Not stopping there, they also prepare numerous Southern side dishes, rotating daily to add to the experience. Believe me, this is the real deal. Southern cooking at its best; I swear Mama is in the kitchen cooking up the banana pudding. Creating a unique menu, atmosphere and taste, Moe’s offers a relaxed, spontaneous, soulful and civilized (sometimes) environment.

Here's where I applaud Moe's. The three owners know what their brand is, understand what makes them unique AND, most importantly, how to deliver on that promise to customers. A brand message and experience must ring true with consumers and be consistently delivered upon to stay strong.

From the time you walk in the door til the time you finish the last bite of the pulled pork sandwich, the Alabama BBQ experience comes through. The food is always the same great taste and quality. Second, no matter if the location is Vail or Birmingham, the casual, warm Southern hospitality shines through. The three owners make sure that the brand personality is represented in all aspects from the company's website and restaurant decor to the menu and customer experience.

Moe's is the real deal. Mike Fernandez, Ben Gilbert and Jeff Kennedy met at the University of Alabama. Originating in Tuscaloosa, AL in 1988, the seeds for Moe’s Original Bar-B-Que were planted when Mike hooked up with Moses Day and began learning the process of fire roasting meats. Using fruitwood and hitting the meat with two different sauces, the trio knew they were onto something special. This distinct BBQ flavor later became the foundation for which Moe’s Alabama recipe is built upon.

From humble beginnings, catering out of a small fire pit and selling roadside BBQ out of a concession trailer, big things were about to come. Sharing a common love for the mountains, Fernandez, Gilbert and Kennedy eventually landed in Vail, further refining the Moe’s style. Soon after arriving in CO, the three opened a carry out restaurant in Lionshead Village at the base of Vail Mountain.

Since the carry out location in Lionshead, Moe's has expanded to Eagle, CO, Orange Beach and Birmingham, AL, all the while making sure the Moe's BBQ brand is carried out to the high standards up held at the mountain locations.

The strong brand created by Moe's is helping them grow. This month they open their first restaurant in Denver. From 3295 S. Broadway, just a few doors down from the Gothic Theatre, Moe’s will be open for lunch, dinner and catering.

For those of you in Denver, I encourage you to not only come down for some fantastic BBQ, but also a lesson in creating a strong brand. If you're not in the Mile High City, check out this clip and see for yourself; branding done right. http://vail.plumtv.com/videos/local_flavor_jason_frequents_moes

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

Twitter Threading - Following conversation topics

elizabeth@create-buzz.com (elle marketing communications) — Mon, 29 Sep 2008 15:09:00 +0000

Final in series of three blog posts that serve as a great primer for the Twitter beginner. Learn what are the best and no-so-great sites for following topics of interest on Twitter.

Click "read more" for the blog post.

read more | digg story

Twitter Step 2: What else can it do for me?

elizabeth@create-buzz.com (elle marketing communications) — Mon, 29 Sep 2008 15:01:00 +0000

Second blog post in a series of three.

Once you've signed up for a FREE Twitter account and you've got your feet wet, learn what else you can do. Amazing opportunities for small business marketing.

Click "read more" for the blog posting.

read more | digg story

Social Media 101: Twitter

elizabeth@create-buzz.com (elle marketing communications) — Mon, 29 Sep 2008 14:13:00 +0000

In July, I posted an entry regarding Twitter. Actually it was a question...could this be useful to the small biz owner?

In my travels across the Web last week, I found this great blog post that gives you the down and dirty on Twitter: how to use it, where to get started and why its beneficial to a small business marketing plan. Not only that, but I found it inspiring and plan on joining the Twitter ranks ASAP.

Click on "read more" below to see the blog post about Twitter.

read more | digg story

Is Your Brand a Social Media Butterfly?

elizabeth@create-buzz.com (elle marketing communications) — Wed, 24 Sep 2008 15:21:00 +0000

According to a Sapient-sponsored national online survey of some 200 CMOs and other senior marketers, greater knowledge of the digital space is at the top of marketers’ list of what they want from their advertising and marketing agencies in the next 12 months.

Interestingly enough, a number of small business owners that I have spoken with are wanting the same thing. Seems as though you don't need a big time marketing budget or brand name to want an expanded presence online.

The survey showed that nine in 10 respondents agree that in order to engage consumers with their brand it is increasingly important to use “pull interactions” such as social media and online communities rather than traditional “push” campaigns.

Websites such as Facebook and LinkedIn are becoming more and more popular with consumers joining everyday. People are creating profiles to connect with friends, family, former colleagues and to find folks with similar interests.

If you are looking for that group of people who are KU alum who also happen to be avid bike enthusiasts, living in Boulder, CO, you can not only identify them on Facebook but advertise to just them. Talk about targeted marketing!

To pull customers to you online, promote your product and brand via these types of websites. Create a company profile so that people can learn about you and become engaged with your message, product or service. Comments regarding your brand from folks who actually use your product speak volumes to those considering you.

Another point the survey made was that an overwhelming 94% of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.

Again, here is where sites like Facebook, MySpace and sites that cater to certain interests/demographics such as lilaguide.com can be a wealth of information. If you are wanting to see what's on the minds of your target, spend a little time reading bulletin board posts, blogs and member profiles to gain valuable information -- tidbits that you won't find in any published study about your desired customer.

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

Play Ball

elizabeth@create-buzz.com (elle marketing communications) — Mon, 25 Aug 2008 18:27:00 +0000

[Full disclosure: HomeAssume.com is a client of elle marketing communications.]

Assumable mortgages are making a comeback and with the current real estate market, its a great, viable option for many people. HomeAssume.com is a new website that allows buyers and sellers interested in assumable mortgages to come together and find each other.

The reason I'm bringing this Denver Post article to your attention is to show how PR is an intregal part in the process to not only introduce your company to your target audience but to educate the public on a new or emerging category. HomeAssume.com is the first in an old, but new again category in the residential real estate market. Assumable loans were once commonplace in the 70's and 80's when interest rates were high.

The generations younger than the Baby Boomers are not familiar with this home-financing option thus our first challenge was to generate awareness about this category. In order to do just that, we utilized PR. Its the best, most cost-effective way to reach your target audience and at the same time, educate them. Before you can gain traction with your brand, you first need to explain the league you're playing in.

Follow the link below to read the story placed by our exclusive PR partner, Aguilar Public Relations. http://www.denverpost.com/money/ci_10280749

An Inquiring Mind Wants to Know: Have you been bitten by the Twitter bug?

elizabeth@create-buzz.com (elle marketing communications) — Sun, 27 Jul 2008 04:50:00 +0000

Twitter.

It's all the buzz; all the rage. Media everywhere are talking about it...Inc, Business Week, WSJ. Even one of our Affiliates here at elle marketing communications is on Twitter.

I've yet to engage in this new web 2.0 darling although I have set a goal to get onboard sometime next month. From a social perspective, I'm certainly interested but from a marketing viewpoint, I'm not sure what to make of it.

Will it be the next big social media marketing dream or the next MySpace?

I'm curious as to what you all think? Drop me a comment and let me know your opinion.

Is Twitter just for fun?
A way to stay connected or is there some marketing angle to be capitalized on?

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

marketing trends

Defined: Branding, Marketing, Advertising

elizabeth@create-buzz.com (elle marketing communications) — Thu, 24 Jul 2008 16:56:00 +0000

Business Week's '08 practical guide to branding is filled with delicious tidbits to motivate you to start developing your company brand. Or at the very least, it will help you convince the person controlling the purse strings that it's time to get your marketing agenda in order.

This is an absolute MUST READ! Here are a few quick nuggets:

Rob Frankel, a branding expert and author in Los Angeles, calls branding the most misunderstood concept in all of marketing, even among professionals. Branding, he says, "is not advertising and it's not marketing or PR. Branding happens before all of those: First you create the brand, then you raise awareness of it."

Think of marketing like a toolbox containing branding, advertising, direct mail, market research, public relations, and other tools. "Marketing represents the combination of methods organizations use to persuade their target audience toward some specified behavior such as sales," says Stephen Rapier, of Glendale (Calif.)-based The Artime Group.

If you have not specified your company's brand, don't spend another dime on marketing until you do. While everyone's familiar with megabrands such as Apple (AAPL), Nike (NKE), and Virgin, small companies can also develop potent brands and market them successfully, says Steve Manning, managing director at Igor, a branding and naming firm based in San Francisco.

Friends and loyal readers, this is the tip of the iceberg...click and read...
http://businessweek.com/smallbiz/content/jun2008/sb2008069_694225.htm?chan=smallbiz_special+report+--+branding_branding

Yup, Just Another Cup of Joe

elizabeth@create-buzz.com (elle marketing communications) — Mon, 21 Jul 2008 20:09:00 +0000

Last week, Starbucks announced actual store locations that would be closed by the end of the year. I know for many folks, it came as a shock when the media reported Starbucks would be closing 600 stores nationwide. But really, were you surprised?

Yes, the economy is down, gas prices are up and people are cutting back on luxuries. (I know it sounds crazy, but a cup of coffee that costs $3+ is a luxury.) But that's only part of the story. At the heart of it is the fact that Starbucks overloaded the marketplace with a location on every corner, in grocery stores and lined shelves with coffee that you could brew at the office or in your own kitchen.

The Starbucks brand started out as a take on the Italian cafe experience. A coffeehouse that provided a great cup of coffee, a place for friends to meet, people to work or just simply enjoy that fabulous beverage. When the company got away from what made them special, suddenly it was a commodity. Something common is hard to market at $3+ a cup. Even if you call it a fancy name like venti or grande.

The lesson here for small business is to always keep sight of your brand and what makes you special. That's the reason your customers keep coming back and gladly spend their hard earned dollar with you.

Gas Prices Up, Consumer Spend Down

elizabeth@create-buzz.com (elle marketing communications) — Sat, 19 Jul 2008 22:13:00 +0000

Unless you've been living on a deserted island for the last six months, you're well aware of the rising cost to fill up at the gas pump. With $4/gallon gas, consumers are cutting back on luxuries, driving less and staying in for dinner.

According to new research from The Nielsen Company, more US consumers are taking steps to compensate for rising gas prices, with nearly two-thirds (63%) reducing their spending - up 18 percentage points since June 2007, and up 14 points in the last six months alone.

News like this can be daunting when you are faced with keeping customers coming in the door or buying your services but it can also be a great incentive to refresh your marketing message or strategy. Be creative and take a hard look at what motivates your target audience and what in today's marketplace may be reason for them to shop you instead of the competition.

To get the creative juices flowing here's a few ideas:

1. Location, location, location. If your customer base or target audience is mainly local, as in most are within walking distance or an easy bike ride, then remind them about the benefits of your close proximity to their home or office.

2. Boost your online presence. The Internet has replaced the yellow pages as the place where people look for a furniture store, salon or entertainment venue. Make sure your website is optimized for search engines to find you.

3. Emphasize price and service. If you provide top-notch service and lower prices than your competition and this isn't something you've shouted from the rooftops, then now is the time. Consumers more than ever need their dollar to stretch as far as possible.

The link below is the article/research information I referenced in this blog entry. For all the facts and figures, click here:
http://www.marketingcharts.com/topics/e-commerce/gas-prices-force-us-consumers-to-reduce-discretionary-spending-5317/?camp=newsletter&src=mc&type=textlink

Online Consumers Like to Share

elizabeth@create-buzz.com (elle marketing communications) — Mon, 07 Jul 2008 18:19:00 +0000

Word-of-mouth (WOM) marketing has been a hot new topic for the last two years. But just last week, research was released that said online consumers were more likely to share their findings and experience via WOM than their offline friends. Before you read the article (the link is provided below) let's look at why this is so important for small business.

Why your Web 2.0 tactics should be top-notch and eliciting the best WOM marketing to be had:

1. Create the best website you can afford. Without question, people are checking out your company website when they see a newspaper article about you or your ad on TV. Once your message has peaked their interest, they're online surfing your site. What do you have to offer? What's your claim to fame and are you worth the drive? For many, this is the first glimpse into your company. Make sure you leave a good impression.

2. If you've got something to say, say it with a blog. Blogs are very inexpensive and a cost-effective way to reach your potential consumers. This communication medium allows you to position you or your company as an expert in the field and gives you an opportunity to network with industry insiders and clients. Additionally, a blog tied to your website increases your positioning in organic search results. The search engines are more likely to crawl blogs than they are websites.

3. Save money and the environment with the Web. When I entered this business, if a company had a website it was a novelty. Now as you know, it's essential. But what's amazing is how Web 2.0 marketing has streamlined printing costs, direct mail efforts and how we reach our target audience. With a website, email campaigns and blogs, a business can stretch their advertising dollar while talking to customers that are more likely to spread the brand message to friends and family.

Click the link to read the report: http://www.marketingcharts.com/direct/consumers-who-search-for-products-online-share-findings-via-wom-5113/?camp=newsletter&src=mc&type=textlink

Web 2.0 Marketing in Plain English

elizabeth@create-buzz.com (elle marketing communications) — Sun, 29 Jun 2008 02:57:00 +0000

In the digital age, there are so many options available to reach your consumer. But are any of them right for your company or are you still trying to figure out what they mean?

This week, I found a site that had short, entertaining videos explaining a few new media outlets. Take a listen to the following and let me know if you're interested in learning more about these venues. I'll write about it in my next blog posting.

http://laughingsquid.com/podcasting-in-plain-english/
http://laughingsquid.com/social-media-in-plain-english-by-common-craft/
http://laughingsquid.com/twitter-in-plain-english-a-how-to-tutorial-for-twitter/
http://laughingsquid.com/explaining-blogs-and-rss-in-plain-english/

Delivering on a Promise

elizabeth@create-buzz.com (elle marketing communications) — Wed, 21 May 2008 19:50:00 +0000

I recently gave a marketing presentation where I highlighted the great and the not-so-great brands of today. Mattel and Enron (no surprise there, eh?) were my sub-par examples and Starbucks and Apple were awarded the gold star for "great brands." I think few could argue those two.

But as quickly as you become a shining example of good branding, if customers believe you to be a fake and find you not delivering on your promise, suddenly you're right there with the Mattels and Enrons of the world.

I used Apple in my presentation because in my opinion, they've got the whole branding thing figured out. Not only do they understand and know their target audience, but their message is to the point and concise. A clear message not only resonates with the audience, but is easily delivered upon by the brand ambassadors, a.k.a. the company employees and management.

Apple's overall brand is easy to use, easy to work with, simple, straight-forward and intuitive. From the iPod to the MacBook, their products stand up to the test. But what about down the road, after the honeymoon is over and something breaks?

After 2 1/2 years, the logic board went bad on my MacBook. I took it in, they fixed it and I was back in business. Two weeks later, my computer was restarting itself every five minutes. Back to the Apple store I went to only find out that the logic board they replaced was a bad part and causing the computer's new problem. Needless to say, I was a bit frustrated.

If this was any other tech company, I would have had to jump through numerous hoops. Not Apple. I spoke with somebody in person who spoke in plain English, not tech-talk. See, they were already making good on that brand promise: easy to work with; easy to use (I'm referring to their in-store Genius Bar tech support); straight-forward.

After an hour, and the Genius (the job title of each Apple employee working the Genius Bar -it's even on their business cards) listening to my main concern which was I couldn't wait another week while they installed a new logic board, they worked it out so that the problem was solved quickly. Twenty-four hours later, I had a working computer. Again, delivering on that brand promise: keeping it simple.

The moral of the story is, I could have left there really down on Apple and telling the world how horrible they were. Instead, my brand perception and loyalty remain intact. Sometimes businesses work so hard and spend a lot of money to develop their brand only to slack off on the delivery. Building the brand is one-half the equation; making sure that promise is fulfilled with every customer is the other.