A Fine Strategy

Still not using PowerPoint effectively?

2011-10-13T08:52:00.000-07:00

If you still use PowerPoint for presentations, this article is a reminder of 'what not to do.' The author conducted a survey that points up the usual gaffs, e.g., too-small type, too much content on one slide, reading the slides instead of talking to the audience, but it also refreshes our memories about other issues that we should have corrected by now.

Take a look at http://linkd.in/pDbFeq

A CMO's Future - The Confidence Factor

2011-10-11T09:28:00.000-07:00

What’s the future of the CMO? What does it rely on? The new 2011 IBM Global CMO Study of 1,700 chief marketing officers from 67 countries and 19 industries shows that CMOs recognize the now-permanent shift in customer engagement, but lack confidence in managing the change.

The study also shows that the measurement of marketing efforts will be critical, but CMOs are unsure about the most effective tools to do the job. And the increasing influence and use of social media and the CMOs’ ability to harness ‘unstructured data’ are also keys to the future success and strength of a CMO's position within their company. But the study also indicates there will have to be profound changes to traditional product and brand marketing to get there - and most CMOs admit that they are not prepared at this point in time.

Review all of the findings at: http://finance.yahoo.com/news/IBM-Study-Digital-Era-prnews-2110039482.html?x=0&.v=1

Is your email marketing effective?

2011-10-07T07:40:00.000-07:00

Email marketing is on the upswing again, just in time for the holidays. Knowing how to construct an effective email can make all the difference in obtaining the results you seek. Short, punchy content works in email marketing and so does providing original news and educational content that's helpful to the reader.

More information and other tips can be found in http://www.brafton.com/news/email-marketing-to-increase-as-holiday-shopping-season-comes-around-approaches

Steve Jobs

2011-10-06T13:15:00.000-07:00

You may remember this iconic Apple ad. Adweek took creative license and added Steve Jobs to the end of it, a laudable change in my opinion. He changed our world.

Here's the link to the video: http://www.adweek.com/adfreak/steve-jobs-king-crazy-ones-134524

Latest Environmental Law Headlines

2011-10-06T07:42:00.000-07:00

See SGR Law's weekly headline recap of environmental news plus details on TRAIN and the potential oversight of the EPA. This is a quick, but comprehensive read. See http://www.ccclients.com/nl/sgrlaw-env/r/2011-10-05.html

Food Safety

2011-10-06T07:35:00.000-07:00

With food safety concerns top of mind today, proper training and certification for the foodservice industry is paramount. Benson Mills Group offers clients a wide range of food safety services, including training, commercial cleaning, audits and assessments, etc. See www.bensonmillsgroup.com

2011-09-29T05:59:00.000-07:00

Search advertising is not only not going away, it keeps breaking revenue records. Check this report.

http://linkd.in/mR55kM

Nonprofits combine forces

2011-09-23T08:55:00.000-07:00

One trend in the nonprofit world today is to combine forces. This nonprofit partnership of the American Red Cross and Wounded Warriors really makes sense in terms of coordinating and delivering more smart programs and services to wounded veterans and their families. Check it out. http://bit.ly/qia83A

2011-09-22T12:47:00.001-07:00

When and when not to use apologies in a negative situation is key; what and what not to say in an apology is also key.

Netflix is a great case study of what not to do. If they ever had sound communications guidance, they didn't use it. What could be the next step apart from a stock drop and more departing customers? Probably another communications debacle. Here’s AdAge’s take on the situation. http://linkd.in/pJ1ISm

2011-09-15T12:32:00.000-07:00

Two client notes:

Congratulations to SGR Law's environmental group. Upper Chattahoochee Riverkeeper will honor SGR for its legal support today 9/15 @ 6:30 p.m. at The Foundry. SGR Law will receive its coveted River Guardian Award. http://www.sgrlaw.com/news/pr/1691/
Today, Benson Mills Group presents a roundtable program, "Public Health Impact of Foodborne Illness," starting @2 pm at Arnall Golden Gregory. Benson Mills Group is a food safety project management firm. See http://bit.ly/n5RZ8x

9/11 Corporate Ads

2011-09-14T10:41:00.000-07:00

Some corporate ads on 9/11 didn't make the grade. Or did they? You decide. http://bit.ly/npIlNp

2011-09-09T10:35:00.000-07:00

Look at your local Waffle House the next time there's a weather threat and you'll know what to expect. High praise indeed for a company’s crisis expertise. http://linkd.in/qBxMpa

2011-09-08T10:05:00.000-07:00

Overlook the Walmart promotion and see how we think and how the level of innovation at work relates to diversity.

http://diversityinc.com/diversity-management/proof-that-diversity-drives-innovation/

2011-09-07T10:57:00.000-07:00

SGR says Georgia can win the water war – here are three ways. See http://www.ajc.com/opinion/georgia-can-win-water-1152983.html

2011-08-25T08:08:00.000-07:00

This survey imparts pearls of wisdom for all organizations, for- and non-profit. You'll be nodding your head when you read this article. http://www.bulldogreporter.com/dailydog/article/reeling-leaders-new-survey-stanfords-rock-center-and-heidrick-amp-struggles-examine

2011-08-24T08:42:00.000-07:00

Check the latest headlines from Smith Gambrell & Russell LLP plus details on CAFO reporting to the EPA that can help preserve the environment.

http://www.ccclients.com/nl/sgrlaw-env/r/2011-08-24.html

2011-08-17T08:40:00.000-07:00

Restaurant franchisees, take note. Giving back gets you more. Check out a role model - http://www.nytimes.com/2011/08/17/us/17land.html

2011-08-16T07:51:00.001-07:00

Keeping privacy policies simple is a noble goal, no matter what the channel is. http://nyti.ms/oYCFcW

CRISIS TALK – When you say nothing, you say a lot.

2010-04-05T13:14:00.000-07:00

How many times have you seen or read breaking news about a company having high profile problems and the CEO or Chair has nothing to say. By not acknowledging the situation, they’ve made a bad mistake that compromises the company’s credibility from the start. And if they say ‘no comment,’ they’re adding fuel to the fire of negative perception.

A sure result of not responding or commenting is that media, adversaries and stakeholders will all want to know what the ‘real’ story is. The barn door opens to unmanageable rumors and speculation. It takes a lot more effort and money to corral rumors than it does to send out a strong message at the outset.

Expecting a crisis? Don’t wait another minute...

2010-03-30T08:13:00.000-07:00

Expecting a crisis? Don’t wait another minute to strategize and plan. Get ahead of the storm.

Unfortunately, too many organizations wait until the very last minute to try to achieve the best outcome in the face of adversity – on a matter they may have known about for months. American companies are famous for trying to dig themselves out of a ditch at the point of crisis and not doing very well for themselves or their stakeholders.

One of the most important lessons for organizations to take to heart is to get ahead of a storm, leaving enough time to plan and develop strategies that can lead to the most positive outcome. Planning may not be a silver bullet, but it can save a company a lot of grief and prolonged consequences that translate into lost productivity and a dented reputation.

More crisis communications tips coming soon….

And you bought those Girl Scout cookies how...? ...and why?

2010-03-12T11:57:00.000-08:00

Now even the Girl Scouts are online, working Facebook and Twitter to sell those incredible cookies for an even greater ROI (ref. http://bit.ly/csu4AK). Their campaign has just started, but it brings hope to those of us who aren’t on cookie routes and love those Tagalongs and Thin Mints. Look on Facebook for “Girl Scout Cookies’ – there’s even an app that leads you to choose the cookies you want to order, enter your zip to identify the Girl Scout Council nearest you, enter your email address and/or phone number and wait for the Council to contact you to complete the sale. How easy is that...and yummy to boot.

They’re big on tweeting too – imagine having a tweet up just to buy cookies. Sounds like a good reason to me.

The Girl Scouts generally have been smart and strategic about their fundraising approach over the years. They’re selling an iconic item of a valued brand and manage to keep it in tune with the times. Plus they’ve added double cause marketing to the equation. You now have the option of donating the cookies you buy to a specified charity. This allows you to feel good about supporting not only the Girl Scouts, but one other good cause and you don’t have to gain weight in the process! It speaks clearly to our modern lifestyle, and it’s especially relevant to women and girls, who are both the sellers and buyers in this instance.

A tweaked version of that marketing change is the “Project Cookies 4 Troops” campaign. For every $3.50 donated online to the Project, Girl Scouts of Greater Atlanta will send one box of Girl Scout Cookies overseas with a message from area girl scouts. How good does that feel? Now you get to not gain weight and thank the troops at the same time. That’s a double whammy of feel good marketing, and a terrific example of staying relevant and maximizing sales opportunities. It all leads to the bottom line of course and on the Girl Scouts’ books, that tallies to more than $700 million in cookie money just for online sales. No small change that.

There are lots of nonprofits, big and small, that could learn from the Girl Scouts.

What do you think? Do you have a better example?

Need an uptick in marketplace visibility?

2009-07-24T13:07:00.000-07:00

Try two easy ways to touch your key audiences.

Keeping your brand visible in the marketplace takes time and focus, but it’s important to stay in front of your target audiences. If you don’t, your business suffers. Here are two ways to generate positive brand awareness for your company.

1. Send CEO Updates: Extend your brand presence positively and exponentially by sending a short, personal letter to your database of clients, prospects, friends, selected reporters and associates three or four times a year. Let them know about new products and/or services, significant new hires, promotions, honors and awards, community involvement, business changes, etc. Let them know you wish the best for them also. A one-page letter, with your personal signature, mailed vs. emailed, has an excellent chance of being read, especially by people familiar with you and your company. You may not hear direct comments immediately, but know that you are casting pebbles into the pond of extended brand presence.

• Respect the value of your database. Update and maintain your company’s database of friends, associates, reporters and particularly prospects. When you receive someone’s business card at lunch, add his or her name to the list. When someone you have met changes jobs, enter the change when it happens. This may be a tiresome chore, but your database will be updated, accurate and ready to use at any time.

2. Secure High-Profile Speaking Engagements: Move from sales and marketing to leadership positioning in front of your target audiences by securing speaking engagements at pertinent trade shows. Select a timely, appealing speaking platform related to your industry or business in general. Your speech content improves your chances of being accepted if you have new research, trends or ‘insider’ information to share. Then locate the organizations’ speaker packages for criteria, applications, etc. A warning though – most associations request speaker applications one year in advance of the next conference. Be sure to meet deadlines and periodically check on your status. When you have been accepted as a speaker, publicize the event before and/or after the conference in your local business and news media.

Getting eaten up by the competition?

2009-07-08T10:35:00.000-07:00

Don’t let them make a meal of it.

It doesn’t take a wizard to see that companies of all sizes and in all industries are falling along the wayside in the current economic climate. Whether they’re selling directly to consumers or to business customers, companies are on the spot to focus and perform. If they falter, competitors will eat them up in a heartbeat. Here are a few recommendations from a marketing perspective that can help a company stay in the game.

• Take a Competitive Market Position: Determine a competitive positioning that differentiates you from your competitors and resonates with your target audiences. If you have something innovative or leading edge to market, all the better. Once determined, use that position frequently, consistently and across the board. Don’t change it from week to week or on a whim or you lose your marketplace identity.

• Have a Strategy: Use strategy to your advantage. Have a marketing strategy for your business overall and sub-strategies focused specifically on your buyers and other target audiences. Strategies can be as macro or as micro as you want them to be. They can include changes in pricing; products or services; communication and promotion to prospects, customers and other stakeholders; and/or distribution channels. Just have a strategy for marketing and follow it. Monitor it, evaluate results and revisit it if goals aren’t being met.

• Adjust Expectations: It is a tough economy and the sales cycle is a lot longer for most products. Closing takes longer so factor that timing into your projections.

Look for more tips in the next blog.

Kudos to Dahlonega

2009-06-21T08:40:00.000-07:00

Did you ever notice in your travels that smaller towns tend to shutter up to visitors on Saturday and Sunday? It is the weekend after all and ‘daycations’ are now officially in vogue. These folks are missing some excellent opportunities to add travelers’ money to their coffers, never mind happy tourists who will spread positive brand buzz.

My husband and I have always taken a lot of road trips. It’s in our blood. Once in a while, we run across a town that takes a strategic approach to visitors and really heeds the call. The town of Dahlonega in the north Georgia mountains does it well. Home to America’s first gold rush, the former mining capital has kept its historic Square looking good, complete with the old courthouse and loads of retail and free parking all around it. The stores lining the Square appeal to a wide swath of people, including the big groups of weekend motorcyclists who like mountain riding, enjoy circling the courthouse, and like to chat, eat and shop. There are benches for older visitors and anyone else who needs to rest as they make their way around the Square. The restaurants are within easy walking distance, vary in cuisine and price, and some offer (gasp) beer and wine on Sunday. They also have a place or two where you can mine for gold, just like in the old days. All in all, downtown Dahlonega leaves visitors feeling good by strategically combining history with modern day appeal.

Outside of the historic district, there’s plenty happening too. You can pick your fun by following the town on twitter, checking its http://www.dahlonega.org/ website and/or becoming a fan on Facebook. Do it now though – the July 4th weekend is coming up and Dahlonega has big plans!

2009-06-09T13:49:00.000-07:00

Tweeting to Success

Ford Motor Company is tweeting its way back to solid ground, thank goodness. Ever since I moved to Atlanta, I’ve had a Ford so I feel as if I have a stake in their success. I’ve had two Ford Mustangs – a 1965 ragtop (I could go on about V8s) and then I inherited my mom’s 1976 Tahoe Turqoise hardtop. Now my husband and I have a Ford Ranger that we can’t seem to part with. So we have an emotional investment as well as a financial one.

It’s been great to see Ford marketing its brand and products aggressively, and particularly building buzz and support through creative social media use. I followed the Ford CEO on twitter during the Fusion Hybrid promotion, and other Ford tweets have produced all manner of interesting items, e.g. an invitation to check out their beta website – http://bit.ly/bnY8g – and give feedback. They use twitter to direct people to their products (with photos on flickr) and post company news and car reviews.

Additionally, they have Facebook pages for employees, dealers, car owners and buyers. It must be rewarding for employees to read positive notes from consumers, and the company’s smart to be open about complaints and issues. All of this strengthens and builds a company’s brand loyalty. Ford, like all other American car companies, has its issues, but it’s smart strategy to get out and stay out in front of the people who make up and support the company, now and especially in the future. Other companies could learn a lot from them.

The Start of It

2009-06-02T12:44:00.000-07:00

You may recall the antics of Laurel and Hardy in their iconic slapstick movies. If so, you’ll recall Oliver Hardy’s famous line - “A fine mess you’ve got us into this time” - uttered with major attitude and sometimes fury in almost every movie they made. It was always aimed at poor Stan Laurel who supposedly created some messy situation all by himself (not!).

Like L&H, we can easily get into messes simply by not paying attention or having a clear direction. We all see this in the business world and frequently we live it. So in thinking about starting a blog, I decided to name it ‘A Fine Strategy.’ It's a tribute to L&H certainly, but mostly it's a reminder that we need strategy and a strategic approach to operate successfully in business and in life.

It should be an interesting journey. I’ll add comments on a weekly basis, possibly more frequently, and point out instances showing a ‘fine’ strategy or needing one. Feel free to join the conversation.