March 2011

Who2Call

When you get good news about your business - who do you call?  When something exciting or frightening happens to your organization - what number do you initially dial?

A few weeks ago my company had one of those bursts that often accompany a fast growing organization.  On Monday it was confirmed B2C Enterprises would be handling all the marketing for a local franchisee of a major national company.  Along with my creative partners, two campaigns we built won Western Virginia Addy Awards the following Saturday.

I called Kevin Shaw. 

A Thought4You 

When you are ready to scream – either with joy or because of frustration – do you have a team of people you know are firmly and squarely in your corner?  Running a business is hard.  Trying to do it alone is nearly impossible.  It’s important to have people to connect with who can add perspective, challenge you, or simply listen.  Listen and care. I am fortunately to have a number of those people.

Kevin Shaw is a Partner with Wieland-Davco, a Michigan-based construction company and we grew up in the marketing/advertising world together.  He took the call, shared my excitement, and reminded me how important it is to celebrate together.  Maybe today would be a good day to pick up the phone and call “your Kevin Shaw”.  It’s a small action step, but frequently the smallest steps make the largest difference.

December 2010

Time2Think

All these tools were designed to make things easier.

Blackberries, iPods, iPads, Facebook, Texting and Email all make communication and catching people in a hurry much easier (usually). The problem is we are all going non-stop and the pace of life swirls around us – sometimes even overwhelming us.

With all this time for doing…when do you ever get a chance to think?

Ideas4Change

If you have read my previous issues, you’ve read as I wrote about the power of the good idea. Some of my best ideas have come during times of quiet. About 12 years ago I was on the tractor when the solution hit me. An advertising agency was spending a huge amount of money on another station and we couldn’t figure out a counter. I loved the idea that flashed in my mind so much, I turned off the mower, got off my tractor, went inside and wrote it down for later.

During the holidays and in early January it is easy for you to get even busier. Resist that temptation and find some thinking time. Gather yourself – unplug that computer one day a week in 2011 – or simply go for a walk. Your brain has ideas in it, they just need time and space and quiet to surface. Make a plan to step back. You’ll be glad you did.

To finish the story that started while I was doing yard work…that advertising agency 12 years ago loved the idea, moved their base buys over to my television station for over ten years (well after I was gone) – keeping the plan in place that came to me in the middle of cutting grass.

November 2010

Forgot2Update

What counts as new?

While doing some research on what other marketing companies are doing with their web sites I happened upon a Roanoke-based firm who had a “What’s New” section on theirs. When I clicked on the link it was clear they had a different perspective on what counted as new. The latest entry was from April 2010 – over six months ago.

In a web-based world where current is king and information is expected, out-of-date stale “news” sections are a problem, especially when the site is for a Marketing or Advertising Agency.

A System4Success

It’s critical you have the structure in place to make your web site a relevant, changing and current part of your business model. If you don’t plan for regular web site updates and marketing, it won’t happen. Your site quickly becomes like week-old bread…

We can coordinate a system of regular updates with our Content Management platform and the unique approach we take to proactively updating and marketing your link to internet customers and visitors. Just like someone has to “mind the store,” it just makes sense to constantly work to keep your web site fresh.

October 2010

Time2Budget

Most every one of my clients is in the budget preparation and planning stage…it is the season after all! Many of you are coming out of some tough times and all the expenses that can realistically be cut have been. To best make these cash flow numbers work for everyone you simply must take another look at the revenue side. It’s always “fun” to project big growth, but being practical means figuring out how the revenue will grow in 2011.

Plan4Growth

Can I be direct?

There are only two ways to grow revenue – increase your Drawing Power or increase your Selling Power. Building your Drawing Power means you’ll need to attract new customers. If you want to pull in new people you’ll need to plan for more advertising, outreach, marketing, public relations or hope for a somewhat random uptick in sales.

You can also make more money by selling more products and services to your current clients, patients or customers. This is called Selling Power. If you want to sell more things to your current customers you’ll need to plan for more training, marketing, education or perhaps some new products or services. There are no shortcuts.

The point is – none of this happens accidentally.

Pretending you’ll magically see a 20% sales increase doesn’t do anyone any favors…especially in these hyper-competitive times. Instead, evaluate what new things you’ll need to do in order to make 2011 a revenue success. Take a fresh look at how you spend your advertising budget, how you equip your sales force, how you market or promote your company and how you can take advantage of all the new ideas out there.

September 2010

Connect2People

How do you possibly say “a picture is worth a thousand words” without repeating that trite saying?

The answer is you show, demonstrate, create emotion, and build a connection. A top notch photograph as the focal point of your advertising campaign typically does the trick. Don’t get me wrong – engaging copy can do a great job drawing your audience in or helping them to take action, but the value of an integrated photograph is too often underestimated.

Now See4Yourself

This is Libby. She is a six year old cancer survivor from Roanoke, Virginia.

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Rather than telling everyone how much good the Children’s Miracle Network is doing, the organization ( www.carilionclinic.org/Carilion/cmn ) made the decision to connect with their audience through Libby. This photograph used in a local billboard campaign, captures the essence of Libby and builds an emotional tie to the Children’s Miracle Network and the Clinic.

If you’d like to evaluate if custom photography or building a “bank of images” for future use by your company or organization would make sense you can visit www.brettwinterlemon.com and see some more of his work and speak with him directly. Using creative photography can make a huge impact…for ideas on integrating photography and other creative concepts.

August 2010

Hard2Believe

It was a quiet evening. Just a few nights ago we were on the sofa watching something on television when a commercial came on. It was for State Farm (sorry Robert and Tony) – you’ve probably seen it yourself. My almost nine year old son spoke up and proclaimed, “I don’t like State Farm.” Caught off guard, I asked him why and he told me, “I like Geico.”

To him it wasn’t really anything against State Farm (I breathed a sigh of relief for Big Red). It was that he really liked Geico. That’s the power of television and top of mind awareness. The fact it is driven home before a child reaches nine years old tells you all you really need to know about making an impact with your advertising.

Reminder4Us

For a nine year old, the dueling insurance company marketing messages were a lot like picking football teams. He really liked the Gecko in the Geico commercials, that’s all. To him it’s like picking a team – just like rooting for the Dallas Cowboys (obviously I am not a perfect parent). I suspect many product and service decisions made by kids and grown-ups alike are quite similar. That’s why your organization or company is in a constant battle for mind space – even with youngsters.