Category

Marketing

Do You Want to Build a … Reputation?

By Marketing, Public Relations, Social Media

So many companies set up their marketing and social media efforts as an afterthought. They might engage an intern or an already-overloaded employee to manage these efforts, resulting in a bunch of one-off posts, releases, or ads. The whole thing comes across as half-assed.

If you want to build a brand and establish a reputation, the effort needs to be strategic. It should be thoughtful, consistent, and well-managed. There should be an internal point person (who doesn’t consider the tasks unwanted chores foisted upon them).

If the person in your company assigned to marketing and social media isn’t a marketing person trained and well-versed in social strategy, you have the wrong person in that seat. If that person isn’t passionate about establishing and growing your brand’s reputation, again: wrong person, wrong seat.

It’s easy to build a reputation if you’re following a strategic plan for doing so, and touch that plan every single day. It takes time, of course, but nothing compared to the time it takes to undo a reputation gone awry.

Marketing and Social Media: Not at all about Self-Promotion

By Marketing, Social Media

I think it’s a common misconception: companies eschew marketing themselves because they disdain self-promotion. I’ve definitely been in meetings where clients have shied away from what they thought would be “tooting their own horn.”

That’s not at all what marketing or social media engagement should be. NOT AT ALL.

Instead, teach us something. Opine. Shed light. Tell the backstory. Illustrate a point. Give us your take on a national or international brand. Let us get to know you and what you like to do.

Be authentic. Share a lesson learned. Sing a song. Make us laugh.

But really, there’s no need for self-promotion in marketing.

The Spirit of Non-Collaboration Among Marketers is Totally Out of Style

By Marketing, Media

I’m not often at the cutting edge of what’s in style. But last weekend, I saw a pretty trendy young gal wearing some acid-washed, high-waisted shorts and I recoiled. I was told by my friends that this is definitely “in” but once again, I’ll be letting a trend pass me by. I did that one, back in 1985. I don’t need to do it again.

Other than fashion, some trends go out of style and just never really come back in. One is the spirit of collaboration. Around the same time acid wash was popular, and for a good ten years afterward, it was common in PR, marketing, and advertising practices to guard your Rolodex. Nobody collaborated. Everything was competitive. Now, though, the field is so broad, that there are real specialists everywhere. It’s MUCH more common to build a team of specialists, even if that means firms coming together to serve a single client.

My firm doesn’t specialize in advertising, design, web development, or media buying. But we collaborate often and successfully with partners who are really GOOD at those disciplines. For the client’s money, they get better service and expertise.

It’s interesting to me how some old guard firms are still hanging on to the acid-wash philosophy of competition instead of growing one another’s business through referrals, coming together to serve larger, more interesting accounts, and providing the best skilled expertise to meet the clients’ needs.

So 1985, and really never coming back in style.

A Rewarding Moment — Getting Mad Props on a Client’s Facebook Page

By Communications, Marketing, Social Media

We work with the team at The C’ville Market; we help them with branding, their social media presence, their marketing, and their public relations. We love getting to know them and helping share their stories with customers and with the community at large.

Today we had a gratifying moment because a customer commented on the Facebook page the following:

Dear C’ville Market. You are doing such an incredible job with your postings. I look forward almost every day to see if you have a sale, a recipe, info on your staff and insight into what’s happening around town. Just want to say Thank You! Your effort keeps me shopping there.

Facebook comment

 

That’s just the kind of reaction we were hoping for! If you’d like to see what The C’ville Market is doing online, you can follow their blog, http://cvillemarket.com/blog/ be a fan on Facebook https://www.facebook.com/cvillemarket  or watch what they do on Twitter https://twitter.com/cvillemarket

 

In a Client’s Words: Working with UVa Intramural-Recreational Sports

By Communications, Marketing, Social Media

I am, of course, proud of all of my clients, what they learn, how they apply what they learn to every day work and how they follow through on the execution of a strategic communications plan. However, right now, I’m extra super proud of Carol Spry at the University of Virginia. Carol is in the Intramural-Recreational Sports marketing department and what we’ve done together is take that program from a very print-focused, traditional marketing world to a very social, web-friendly, responsive and interconnected (read: UVa student friendly!) platform, and Carol is right at the core of making all of that happen.

In this video, produced by the HR department of UVa, Carol talks about her job at the University. See if you can spot my cameo!

My UVa Job – Carol Spry from My UVA Job on Vimeo.