“We want to stand out from the competition. We’re really different, so be as creative as you can so we can stand out.” This, in a nutshell, was what a client told us once. We had done the discovery, thought we had really honed in on who they were, and what their story was. They weren’t shy about telling us how different they were, and that was exciting for us! We really got our creative juices going, and came up with some great concepts that differentiated them from others in their industry.

Then came time to present. The client looked at our messaging and proposed campaigns with dismay. At one point during our presentation, they said “yeah, we know this is what we told you, but what we really want is to look just like the 500 pound gorilla in town.”

In the end, while the client really didn’t end up standing out from the competition at all, we realized that the process was useful to them in some way. It helped them realize they didn’t want to be too risky, and felt more confident with a conservative approach. They were OK being one of the pack.

Many business owners and leaders, however, want to do everything they can to stand out. They tend to follow a marketing and PR plan that includes things like:

1.    Taking risks: They’re not afraid to be contrarian in their industries, or go head to head with the 500 pound gorilla. We once had to talk a client (with no fear of risk taking) out of getting himself arrested for his “cause”. We applauded the dedication, and in the end, developed an alternate tactic that allowed him to stand out, get attention, and keep his rap sheet clean.
2.    Forging a new path: Is your industry already crowded? Don’t want to compete with the big guy? Create your own path. Be the company known for providing goods or services to a niche market. Develop a new way to provide that service. We have a client who bucked all conventional wisdom in his industry and began offering a service in a way, and for a price, that no one had been able to do before. Because he stands out, he has gained not only direct customers, but also a great deal of referral business from others in his industry.
3.    Being creative: This isn’t just about your ads, or trying to come up with what you hope will be a viral video. Being creative involves allowing yourself the intellectual freedom, and introspective strength, to shape your story in a way that’s truly you – and to live that story every day. We do a whacky Christmas card for a financial firm each year. Does this diminish their credibility or expertise? No! It means they’re telling their own story and showing they’re real, approachable, and relatable people.

While these are things that frightened one client, they’re things that many businesses striving to identify and live their brand each day embrace with passion. Which path is for you?

There was no “Hi” or “Hello” when I picked up the phone – just, “So what’s your damn excuse?”

I am used to coming up with excuses. The trouble was that I was not even sure who it was. “I sent you an email about our 20th anniversary party, and you didn’t show up. You didn’t even reply.”

At the time, I was working as editor at the St. Louis Small Business Monthly, so email announcements about anniversaries had become as common as spam messages about male enhancement. And, as far as my inbox rules were concerned, they were treated in much the same way.

As a disclaimer: I do think that anniversaries are significant. Running a business is hard. There are so many ways to fail and, at times, a great deal of luck is involved in keeping the doors open.

But here’s the question: How much does the media care about your anniversary or opening or company retreat or new book or new customer? The answer: Not at all. This leaves many business owners feeling like Rodney Dangerfield when they are on the phone with editors, news desks or bloggers. Calls go unanswered and emails unreturned. The media seems to lack any respect for the dedication and commitment it takes to successfully run a business.

But, back to that phone call.

Seeing as how I was not interested in his anniversary, but I do, at times, suffer a “decent human being seizure,” I asked him to tell me more about his company. What has helped him to be successful for so many years? Does he have wisdom to share?

What he said was this:

“We do engineering – all kinds. And we are great at customer service. Our customers love us.”

What I heard with this.

“I have no story. I have no story. I have no story.”

I heard that because great customer service is not remarkable. Almost every company claims to have it and rarely is it actually true when you interview customers. Also – anniversaries happen to lots of businesses every day. And simply doing well enough to stay open is not a compelling story.

What I wanted to hear was something greater truth. I was in the business of creating something remarkable with depth for readers. Something that was not this: “You will likely stay open longer if you have this thing called ‘great customer service.’”

In my years there as an editor, I had heard stories about business failure such as the one Eliot Frick at bigwidesky told me about killing his company. I had heard stories about overcoming what most think is a disability such as Nathan Stooke at Wisper ISP who was born with dyslexia. I spent a whole day with Attilio D’Agostino to witness the power of singular focus on your passion.

This phone call, though, was not one of those stories. At least, I will never know because he couldn’t tell me.

–

Here are some truths about media relations that most PR folk are probably too nice to tell you (and I am a new enough convert, so I don’t know any better):

Your story isn’t that special. At least, the way that you tell it isn’t. Most people (PR folk included) do not know what makes their story compelling. Chances are you have a great story. But, it is most likely not what you think it is.

Media folks (editors, bloggers, and social media wizards) are customers – not promotional devices. You need to serve them with that supposed great customer service. That means you will have to get to know what it is they want. And that is going to take some commitment and time from you. You need to read their publication or listen to the show or watch the video blog.

You are going to suck at media relations. This is not because you are not intelligent or capable. It’s because you need an advocate. You need an objective party that can craft something for you and can make the introductions you need.

–

You won’t be able to get the respect you deserve until you respect yourself enough to learn your story. Stand up for yourself. Be heard.

Today’s lesson is: proofing. It’s a fast-paced world and people are always on the move – and wanting things, well, yesterday. We St. Louis agency folks are always striving to do our best to provide a product that is awesome, gives you confidence, and is done in a timely fashion. But I cannot stress the importance of PROOFING. Everyone! Staffers, clients—I’m talking to YOU!

While I pride myself on quality work, I am only human. Spell-check is not fool-proof (there, their, they’re), and I don’t always know that you wanted to use the 1-800 number as opposed to your local one. Projects are ultimately a team effort between the client, and the agency staff working on the project. It is important when receiving a proof to SLOW DOWN, and really take the necessary time to read through it carefully. Resist the urge to just look at it and say: “Wow this looks cool.”  (Although I’m happy you think so.)

Often times, parties are in a rush or working on something else so they simply glance at it and say: “Ok, it looks good.” As time passes, they then realize after looking at it a second time (4 hours later, or the next day even) that there is something missing.  By this time, I have possibly already sent this “approved” art to the printer, thus costing you time and money.

Scenario #2 is: “Okay I have one edit, and then we are good.” Fast forward two hours later: “I have another change.” The next day: “I don’t like paragraph 3.” While I’m happy to fulfill your editing wishes, you may have cost yourself valuable time and money by not simply taking the appropriate time to sit down with your proof and read through it thoroughly.

Proofing is time and money – for both the agency and the client. For a St. Louis marketing firm, it is losing money on the time used making countless edits beyond the scope of the project. And for the client, it could mean an additional charge on their bill depending on what kind of billing agreement was in place.

So save time, save money, save sanity and… proof it!

I really want to make this short and sweet, but we will see how this goes…

I’m never shocked in this day and age, when clients are looking for inexpensive ways to market themselves. The economy has been a rollercoaster ride for us all. However, I am shocked when I see businesses choosing not to explore their options and forfeit putting a better foot forward to benefit themselves when cutting corners.

Guys! Your business card, letterhead, direct mail cards are representative of, well, you. They are your “face.” Your calling card. So when I see a business card that someone printed off their inkjet—perforated edges end up in my hand—I cringe. Is it representative of the work you do? Are you careless? Do you provide sloppy service? Do I want to spend my money with you, send business your way…?

Now I know some of you want to reach through the computer screen and slap me. “I don’t have money to waste on printing cards.”

Okay, I get that we designers can get carried away. We have dreams of presses, die cuts, crazy materials, and metallic inks, but hey – WE GET IT! And we can HELP you get what you need to get the business you want. There are many alternatives these days, and dare I say it, even online printers who print SUPER cheap.

So before you DIY, here’s an FYI…you have options. Just ask!

Face it. We all suffer a little from what’s been defined as “Shiny Object Syndrome.” You know, that need for bling, sparkle, and the excitement that it brings. While I love wearing that big, sparkly ring and wrapping myself in a wildly printed scarf when I go out on Saturday night, they are certainly not staples of my wardrobe that I count on working for me every day. That honor goes to things I’ve carefully chosen, and invested in. These are things that mean something, and through their solid nature, give me confidence. Every so often, I can spice things up with a little pop of bling. But with too much, you lose the essence of who you are and what you’re really trying to say.

So what does this have to do with marketing and PR? Well, I think there is a big lesson here. Wild and shiny objects may have a place in your campaign – if they make sense in the overall strategy. That wild and shiny object could be a new technology, social media platform, or even a crazy message you want to put out there to get attention. To determine if the shiny object has a role, consider these questions:

1.  Does my audience want the shiny object? Someone recently told me a story about an idea to build a cool mobile platform to communicate with their target audience. It would be innovative, and the team would be so proud to have produced it. Problem was, research showed that their target audience would never use it, much less respond to it. On the flip side, you may determine that your audience is craving the shiny object! For example, we’ve found that a wild Christmas card we do for a client each year has been welcomed with open arms by their customers. We always find ourselves having to top the year before!
2.  Is the shiny object consistent with your brand? Make sure that if you pursue the shiny object in your campaign, your brand and overall marketing and communications strategy is carefully aligned not just with the shiny object, but the message that it will contain.
3.  Do I have a vision for how the shiny object will be incorporated and executed? Once you decide to include the shiny object in your campaign, have a clear plan for where it fits in, and build a real timeline for how you’re going to execute it, who will be responsible, what resources are needed, and how you will determine the success. Wild and shiny objects are among the hardest things to execute! Face it, it’s one thing to come up with a crazy and innovative idea … it’s a completely different ball of wax to make it actually happen, and make sure it’s going to impact your business.
4.  How will I balance the shiny object with the classics? Unless you’re Lady Gaga, you can’t walk out in public donning an ensemble made of meat. But if a small sliver of beef and a filet of flank makes sense in your wardrobe, mix it with more classic pieces so people can see the whole you rather than just focus on the creative. Same thing with your marketing. Think about it. Most of us can remember ultra-creative Super Bowl commercials of years past – but most of the time, we don’t recall the product or service being advertised. So don’t let the shiny object outshine your brand and message.

In the end, remember that if planned and executed correctly, shiny can be fun, innovative, and garner attention. But just because it’s shiny doesn’t automatically mean it’s going to work, so be sure to have solid strategy behind it, and create the right mix of shiny and classic.

At KolbeCo, we help businesses tell their story. We develop creative, personal marketing messages that not only increase brand awareness, but show results!  If you want to share your story with us, please feel free to drop us a line. We’re all ears!

Did you know today is National Thank You Note Day?

No?

Yeah… Neither did I! But apparently it is – and it makes me think – when was the last time I received a bona fide, real-deal thank you note? I really think they’re a lost art. So much so, that the simple act of sending one can leave a lasting impression on the recipient!

We live in a world of electronic media. eBlasts, eNewsletters, Facebook, Twitter and e-mail – they’re all wonderful forms of communication that quickly and efficiently deliver your message. But what about the personal touch? Sincerity can be lost when keys, clicks and send buttons are involved.

As we roll into 2013 I challenge you to send one Thank You note a month… minimum! And no – thank you emails do NOT count. They have to be true cards – signed, sealed, delivered! You just might be shocked at how much a person appreciates a hand-written note of thanks.

In our fast-paced lives, it’s all too easy to lose sight of a personal touch. So the next time you’re feeling thankful, don’t click send! Slap a stamp on your appreciation and drop it in the mail!

You’ll thank me for it…

Ha!

Warning: The following blog post may contain a splash of surliness with a pinch of shameless crowing. Reader discretion is advised.

Over the past few years I have noticed many in the social media spectrum proudly proclaiming the death of the press release. Their reason, you ask? That social tactics such as blogging, Twitter and Facebook offer not only immediacy, but a larger and broader reach. Their claims, while cute, are not grounded in years of case studies and research, but rest on the fact that traditional mediums make them pee their pants.

Many social media experts (and I use the term “experts” loosely) have made it their mission to create this illusion that traditional forms of media such as press releases and print ads are costly and ineffective simply because—and I mean this in the nicest way possible—they don’t understand them.  Anyone who says that a press release serves no purpose within social marketing has obviously never integrated the two.

In fact, we successfully infused a press release into a social media campaign we launched last month. The client, a consumer electronics manufacturer, has a broad base so we were looking for ways that we could quickly get our message out. The ninjas and gurus would tell you to write a blog and take it to Twitter. This would prove to be an effective method… if you were Ashton Kutcher.

The client decided to launch a social media campaign because they weren’t happy with their current presence on Facebook. Promoting the campaign solely through social media is not only stupid, but ineffective. In order to drive traffic to their social platforms we had to reach out to the consumer using other forms of media. E.g. a press release.

So, what was the result? After we uploaded the release to PRWeb, our social platforms were inundated with not only new users, but users that were excited and engaged. Within 30 days the client’s Facebook fan total and daily interaction more than doubled. This happened because the press release was picked up by hundreds of industry related blogs, news sites and forums—each of which brimming with our target consumer.

While I am a huge proponent of extending your brand in the social sphere, a press release, when utilized properly, is still a valuable tool for any company. Sorry ninjas.

At KolbeCo, we help businesses tell their story. We develop creative, personal marketing messages that not only increase brand awareness, but show results!  If you want to share your story with us, please feel free to drop us a line. We’re all ears!

You only get one chance to make a first impression. Whether business or personal, those first fleeting moments will shape a person’s initial impression of you!

First impressions can come in many forms. As a business, it might be your website or blog. Perhaps even Facebook or Twitter. – And what about LinkedIn or YouTube? Your first impression could even come in the form of media coverage or advertising. No matter the outlet – you absolutely MUST make a great first impression!

When’s the last time you took a step back and thought about the first impression your marketing efforts might leave on an individual?

Let’s start with Social media – How old is your Facebook timeline photo? Better yet – do you HAVE a timeline photo?  Is your Twitter background current and relevant? Have you considered adding a Twitter header image to your page? Is your company information current on LinkedIn? What about your personal profile? Did you update your LinkedIn profile to reflect your 2012 promotion?  I know… you’re shaking your head thinking “I can barely keep up with my work. How does she expect me to find the time to update all of these sites?”  I wouldn’t suggest it if it wasn’t crucial… but IT IS. Remember – you only get one chance to make a first impression.

How about print materials? Are your business cards 13 years old, yellowing around the edges and sporting your 1999 logo? Please, please don’t say yes. If you DID say yes – stop reading now. Pick up the phone. Dial 636-379-3895 and ask for Dana. I can’t let you walk around handing those things out. I know… printing costs money, but your business card is a BIG first impression. I wouldn’t let you show up to prom in a catastrophe of a dress (or tux)… and I can’t let you walk into a networking event with last decade’s print work.

The same goes for ALL of your print materials. They should be cohesive and reflect the branding you’ve worked so hard to build.

As you plan your 2013 budgets – take a hard look at your first impressions. It just might be time to give your PR a fresh face! Even just a few simple changes can really go a long way in creating a true reflection of your brand, company culture and business practices.

…and please, PLEASE burn your 1999 business cards.