Posts Tagged ‘brand management’

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Channel Marketing: Make it Easy. Make it Measurable. Make it Cheap.

By Jodi Duncan, October 2, 2009

One of the biggest challenges we consistently hear is “How can we get our dealers to do a better job marketing our product line?” Here’s the deal…you need to 1) make it easy for them; 2) make it measurable and tied into sales; 3) make it cost-effective.

There is great benefit for a corporation or home office to offer their dealer channel sales tools that really extend the corporate brand as well as promote the dealer in a way that drives sales.  What often works best is having corporate materials handle the overall “brand cover” and general promotion of the brand – what it is, why it’s better. Dealer materials would then focus on why you want it and where to go to get it.  But the key is to have it all work in synergy – so that the dealer materials support the brand and vice versa. A very smart use of your marketing dollars!

1)     Make it easy for dealers.

One of the most frequent questions we get from clients is, “how do I get my dealers to participate?” Turn-key programs work best. Make it easy for your dealers to sign-up for your channel marketing program. Have some continuity to your program so a dealer can sign-up and not have to think about it for a while. Make sure the content is relevant and easy to understand for the prospect and the dealer.

2)     Make it measurable and tied into sales.

Dealers care about how their advertising and marketing efforts impact sales. Set benchmarks and try to provide measurable results for all channel marketing activities. This helps dealers see the ROI on their investment and better determine what they need to do next.

3)     Make it cost-effective.

Most dealers want to know EXACTLY how much something will cost them. Keep pricing structures simple to understand and without a lot of variables. It is imperative that there are no hidden costs or surprises when the bill comes. Keep your channel marketing program simple so dealers know WHAT they are ordering, HOW much it will cost them and WHERE and WHEN it will show up.

It’s a corporation’s benefit to provide content and artwork for dealers through their channel marketing program that effectively promotes and positions the brand appropriately. Providing quality materials to dealers is a great way to extend corporate messages and get usable sales materials into your dealers’ hands.

Posted in Flint Direct, Flint Group | Comments

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Forced Social Media Engagement and the Implications of Google Sidewiki

By Jen Strickler, September 30, 2009

Untitled1If you totally avoided the Internet last week or were sleeping under a rug, you are one of the few who missed Google’s release of Sidewiki. I know, Google releases new features and products on a regular basis, so you don’t really care. But, let me tell you why you should.

Google Side-what?

Google Sidewiki is an application that adds a social forum to every website, including yours. Basically, any consumer who downloads Google Toolbar (which contains Sidewiki) will have the opportunity to post and view comments about your products, service, company, or any other relevant tidbit on the app which is directly associated with and viewable on your site by anyone else who has Sidewiki installed. Scary right?

Can you block it?

Currently there is one way to avoid having the Sidewiki on your site. You can block it by having a secure certificate (SSL) on your site. These certificates usually are around $150-$200 for your first year with an annual renewal fee. However, it will only be a temporary fix. Google is already working to get around it and will probably have a solution very quickly. Which means your investment in an SSL certificate won’t be worth the effort.

Give up control and get involved by taking these steps.

Whether you like it or not, you are now engaged in social media. (I would argue that you already were, but that’s beside the point.) Follow these three steps and it will make your life and your company’s image better.

  1. Listen – Now is the time to set up your arsenal of alerts. If you don’t want to pay for a comprehensive social media monitoring service there are free individual tools available. Set up a home base, such as Google Reader or Netvibes and set up RSS for Google Alerts, Tweet beep, Twitter Search, Social Mention, Backtype, and Boardreader.
  2. Respond – Develop a social media strategy that identifies your goals (awareness, customer acquisition, loyalty, etc), relationship with the audience, how you will be human, how you will measure your efforts, etc. This will help your team to know when and how to engage with prospects, and happy or disgruntled customers.
  3. Crisis Plan – How would you respond if someone writes incorrect facts on your Sidewiki? Do you know? What if they direct people back to a video like this one? YOU NEED A SOCIAL MEDIA CRISIS PLAN! Even if it sits on your shelf, at least you’re prepared and can sleep at night.

If Google Sidewiki takes off like many expect it will, there is nothing you can do, except be prepared. The three steps mentioned should help you do that.

Posted in AadlandFlint, Flint Communications, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

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5 Principles for Brand Longevity – Lessons from a Marketing Juggernaut

By Colin N. Clarke, September 29, 2009

Lion KingIt’s truly amazing what marketing can accomplish when done right. I recently attended a performance of the musical The Lion King and simply had to marvel at what the marketing juggernaut Disney has done to create this “brand.”

Who would have thought that an animated movie could spawn such an incredible revenue generating franchise more than 15 years later! Of course Disney took us through the sequels and spinoffs, the merchandising and figurines, the soundtracks and re-releases. But after 15 years you’d think they might have exhausted the potential of that little old cartoon. Anyone else, but not Disney.

Disney Theatrical Productions has built a brand around the name The Lion King with ongoing productions taking place in New York City, Las Vegas, Paris, Hamburg, Tokyo, and London. In addition there are two touring companies settling into major cities across the United States.

Here’s a glimpse into the revenue generating power that has been built around The Lion King brand. By my calculation, a sold out week (9 performances by a touring company) in a 2,000 seat theatre can generate more than $1.3 million of revenue on ticket sales alone! Multiply that revenue generating power across multiple performance locations worldwide and you can quickly see how Disney has turned that little 1994 animation into a mega BRAND.

So what has Disney done right to maintain the appeal and longevity of a brand that should have run the course of its productive life long ago? Let’s have a look at what Disney has done, and what you can too to generate long-term affinity for your business’ brand.

1)      Understand your audiences – Their interests, what motivates their buying behavior and why they choose you.

2)      Appeal to the influencers – (For Disney, parents). They need to find interest in your brand and feel safe in recommending you or approving a purchase.

3)      Manage your reputation – Your brand must be trustworthy and unblemished. Keep tabs on what others say about your brand and be prompt in respectfully correcting misrepresentations.

4)      Be consistent – Day-in, day-out, deliver on your brand promise, maintain your brand standards and give your audience a reason to remember you (positively of course!).

5)      Be innovative – Monitor how your audiences’ interests and expectations evolve and deliver new products, services or information of VALUE that is representative of your brand.

These principles help build Disney’s The Lion King into a brand far beyond an animated movie.  Follow these 5 steps to build strength and longevity for your brand, and who knows, you just might create the next marketing juggernaut.

 

Colin is a senior strategist for AadlandFlint and The Flint Group. Follow Colin on Twitter @colinnclarke.

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Believability of “Socialnomics”

By Colin N. Clarke, September 16, 2009

In his video presentation Social Media Revolution, Erik Qualman makes a compelling case for the incredible adoption of social media. After viewing the video and taking some time to consider the case that’s made, I’ve arrived at one question, “Should we be surprised?”

 

 

Before getting into the heart of the discussion there are a couple of drawbacks I feel are important to point out.

1) The stats are compelling, but the transitions are too fast and it is difficult to process the content of every slide. Personally, I found myself having to stop the video and back it up several times to catch the full content of each slide.

2) The music, which Qualman appropriately credits, is the same as the widely followed Did You Know 3.0 video presentation from 2008 on Globalization and the Information Age (also mentioned at the end of the video). An obvious attempt at leveraging the recognizability of Did You Know 3.0 and attributing it to the world of Socialnomics(TM).

Get past the obvious drawbacks and you do have a compelling case for the incredible adoption of social media. But we return to the question, “Should we be surprised?”

Humans are by nature social specimens and since the beginning of humankind have sought out social interaction. With the globalization of society today via rapid transportation, acceptance of venturing outside of the traditional family network, and the incredible effect of instantaneous information transfer, acceptance of social media should be an absolute.

Bridging the Digital Divide

What might be most surprising is how well people have chosen to transcend technological comfort zones in order to engage. Honestly, Facebook can still be a difficult place to navigate and use, but the basics are there to allow someone to get started, share a photo and start a conversation. And the same can be said for many other social media tools. It is relatively easy to start a conversation – something that has allowed the tools to transcend a digital divide among potential users.

Qualman states that adoption of social media is the biggest shift since the industrial revolution. Really? I counter that social media has ALWAYS existed, it has just taken on different forms. And as technology has improved, our ability to socially share and engage has been enhanced by access to digital social media tools. He also states that 96% of Gen Y will have joined a social network by 2010. I counter that 100% of every generation is currently engaged with a social network of sorts – digital or otherwise – be it a church group, sports team, hobby club or classroom.

Adoption A Surprise

Another point to contend is the comparison of adoption rates to reach 50 million people among radio, TV, internet, ipod and social media, of which obviously social media trumps all in adoption rate (although the definition of what does and does not qualify as social media is fuzzy). There is a profound difference though. Until recent technological advances, all of the other mediums were not capable of interpersonal social interaction (with internet coming closest via chat rooms, instant messaging, etc.). Entertainment and information needs were being met via the other tools, but humankind’s social needs were not. By understanding the social needs of the human spirit it comes as no surprise that adoption rates for social media tools have been rapid.

Wake Up the World

The thing is, among all this, Qualman’s statements and video are NEEDED. They serve as a fresh, invigorating wake-up call to the world of business and those who rely on consumers to purchase their product or service. He’s right when he says, “Social media isn’t a fad, it is a fundamental shift in the way we communicate.” He states, “80% of Twitter users are on mobile devices – imagine what that means for bad customer experience?” Any business that fails to recognize the shift in how their cutomers communicate with friends, family, peers and community is a business fated to lose touch with their customers.

In the Fast Company article Create Your Own Economy, author Tyler Cowen admits, “My Twitter feed is a virtual meeting room with economists, aid workers, entrepreneurs, housewives, celebrities and plain old friends.” Word of mouth becomes world of mouth instantaneously via the social-media-connected society. And the implications on any business brand can be mind-boggling.

Bottom line, I wouldn’t go so far as to say social media’s impact would rival that of the industrial revolution. I wouldn’t even go so far as to call it a revolution at all. Humankind has always been social – and we continue to gravitate towards the tools that facilitate our social needs. But Qualman’s Social Media Revolution video certainly fills a need. It’s a wake up call that simply must shake the world of business and commerce.

The Brand / Consumer relationship is changing, and adoption of social media tools is the catalyst. Those who fail to recognize such change will be doomed to irrelevance.

AadlandFlint and the Flint Group has more than 50 professionals trained in social media strategy and development. Follow just of a few of our digital professionals on Twitter at @jlysne, @fijens, @areierson.

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Mining Internet Connectivity for Alaska Business

By Colin N. Clarke, August 30, 2009

FacebookPDAThe level of ‘connectivity’ in Alaska is pretty amazing. WIFI access, web enabled handhelds, digital mobile service and more. I guess I wasn’t surprised when I stumbled upon the most recent census stats for connectivity and found that Alaska is the second most connected state in the U.S. by household (behind New Hampshire only).

It’s no secret that Alaska is geographically isolated, but the people who live here are worldly and connected. They are very much in tune with the latest happenings around the world, and with the proximity to the Pacific Rim, Asia and Russia, their worldly nature seems to come naturally. Mix the geographic isolation with an inherent curiosity and you end up with a population that likely makes use of the Internet more efficiently than most areas of the U.S.

Businesses Lagging

So with such a ‘connected’ population, why are Alaska-based businesses lagging in their digital communications with Alaskans?

It’s true, most Alaskan businesses sport a website (it’s an expectation here). But when it comes to personal and social connection, Alaskans as business patrons are far ahead of the places they do business with. Alaskans love to be heard (just look at the comments section of any local article at ADN.com). They are passionate people, and they are voicing their opinion on message boards, wordpress, blogspot, flickr, twitter, facebook, ning, bebo, myspace and more. Want proof? As of the August, 2009 there were 174,240 Alaskans over age 18 with a Facebook account. That is more than one third of the total 18+ population of Alaska!

Missing the Conversation

So with all the conversations being held by Alaskans, do you suppose at some point they are talking about YOUR business? And when they are talking about your business, how do YOU know? What if they are saying something inaccurate about your company? Or worse, something damaging? If you are not actively participating in the conversation, how would you ever know? And how much damage could be done to your company reputation as a result?

Mining for Growth – Strategically

With internet connectivity and the growth of social media, the basic tenets of brand management have changed tremendously. A recent article describes managing your brand with social media. The article on Brand Bytes (an ADN.com blog about digital connectivity for business) describes how brand management has changed and the importance of having a social media strategy in place to help you manage your brand image in the digital world. And a recent AP article describes how businesses are connecting with their customers via social media. A quote from Alecia Dantico of Garrett Popcorn (@garrettpopcorn), “The conversations were already happening. My job was just to join them.”

It’s time for Alaskan businesses to begin engaging with customers in the digital world on a more social and personal level. Monitor a conversation, join a conversation, lead a conversation. Your customers are already here, it’s time that you start mining Alaska’s connectivity for your company’s growth as well.

 

AadlandFlint and the Flint Group has more than 50 professionals trained  in social media strategy and development. Follow just of a few of our digital professionals on Twitter at @jlysne, @fijens, @areierson.

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