January 2010

Time2Change

Many of you know before I started this company my main responsibility was to recruit, build and develop sales talent at the advertising departments of television stations. In five places throughout the last twenty plus years, I have seen the elements that create a culture in an organization and the steps needed to implement change to that environment.

Every organization has a culture.

The common theme I encountered at each station was a fallback statement you’ve likely heard at your company or organization – maybe even recently. How often when you ask a question about why someone does something in a certain way do you hear, “well…that’s the way we’ve always done it”? Usually it’s just the default answer – but that statement should force a simple question from you.

“Why? Why are we doing it this way?”

 Lesson4Us

Doing things the same way because, “it’s the way we’ve always done it” is not a good answer for you or your people. Demand real evaluation of processes and follow up. Seek better ways to achieve your goals and be sure you’re pushing your company beyond where you’ve been. This is the perfect time to evaluate how you have been advertising and marketing yourselves. There are plenty of options and new ways to connect with your customers, clients and prospects.

December 2009

Back2School

Last week I was chosen to participate as a judge at a Roanoke College advanced level business policy class. The fall semester student project was to plan, develop and introduce a new business. Hundreds of work hours went into the building of rationale, process, and the overflowing binders distributed with their presentations. The team I judged was opening a nightclub in State College, Pennsylvania. It was clear they had thought creatively, comprehensively and worked as a team. It was impressive.

As judges, we had the opportunity to ask questions as we evaluated their plans for the club. Never being one to shy away from stretching young minds -- I focused several questions on the issue of thinking ahead. How would the team handle something bad happening at their establishment – not an unreasonable thought when you consider the elements involved in such an endeavor? All their thought and hard work had somehow failed to consider the impact of a crisis and the ramifications of being unprepared to communicate clearly and calmly in the wake of such an event. Clearly, such planning wasn’t on their radar – at all.

Lesson4Us

What about you and your organization? Are you ready for the unexpected? Perhaps you don’t have the exposure of a bar/nightclub, but crisis plays no favorites and comes in all sizes and scopes. A timely and well thought out response is the best defense. Build out some actions steps for potential problem areas with your business and get your leadership communicating about how you can work together.

These days—for obvious reasons—we hear a lot about “fake news.” With all my might, I am going to avoid making a political statement here in this setting. Instead, I want to focus on the word “fake.”

Beyond “fake news,” there are obviously a lot of fake people—even more so, it seems, in business.

Being authentic in your transactions and day-to-day business dealings is one of the strongest and best moves you can make professionally. Jerry Brown, a former boss of mine who owns a marketing company in Toledo, Ohio, has shared the statement “truth over harmony” for years. There is great value with that approach. Being genuine and real in your interactions with your clients, customers, donors, or patients makes all the difference. It’s important for us to be candid when interacting with prospects and stakeholders. It’s my strong opinion that the business world needs more truth-tellers. Yet, many things keep us from being direct with our interactions; fear, busy schedules, and the constant struggle to keep the peace in these unsettling times all contribute to this lack.

Start the transformation by evaluating what you are sharing with your audience. And why.

Better Business and Marketing4You

That same approach works in your marketing and advertising. Trying to fake your audience into buying your product or scheduling an appointment doesn’t generally work. It might get you an initial meeting or a random appointment, but this tact give you staying power in your business.

A few years ago, our company did something we’d never done before. We built a brand around a personality. This person is a leader, and she is a force, locally. Our client’s model—which they had used successfully in other markets—was to build the company’s marketing and advertising around the individual. Fast-forward four years, and it’s evident the approach worked. The client gained a foothold in the marketplace and rapidly became one of the most recognizable brands in our market. The institution is fast becoming the go-to stop for what they do.

It wasn’t just the television, radio, and print advertising. It wasn’t even the way the team she works with embraced the campaign and marketed their range of services under the branding umbrella. Those things were important for sure and proved up the brand. The reason it is working so well is that the campaign matches the subject. The authenticity of Carrie’s Changing Business Banking is what drives the success of the message and the business. Carrie is real and that really makes a difference.

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