If you do an annual client conference and you have internal resources that are subject-matter experts AND are good speakers, add them to the agenda. Okay, you should probably ask them first!

Have a client who is knowledgeable AND a dynamic speaker? Invite him or her to speak.

We recommend you mix up internal and external speakers – it adds depth to the agenda. Do make sure you have a large number of sessions that add value for the attendee. They should leave the event thinking they got more than their money’s worth!

Bring in an outside keynote speaker to either do a motivational address or hire an expert speaker to talk about industry trends that your attendees might not have learned. Get them excited about the future and thinking about what your firm should be doing now to plan for the future!

If you are doing an employee retreat, you may also want to bring in an outside speaker—either on some specific topic as an educational speaker or as a motivational speaker. It’s a change of pace from listening to the same internal folks year after year, and can bring new perspectives. It can also tell employees that you think they are important.

No matter what, do your research on your presenters—nothing is worse than an interesting topic delivered by a boring speaker! Tell us about the best (or worst) speaker you’ve ever heard. We’d love to hear your story! If you have questions, feel free to contact us at info@theexpertspeakers.com.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc. Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

1. If you do an annual client conference and you have internal resources that are subject-matter experts AND are good speakers, add them to the agenda. Okay, you should probably ask them first!  

2. Have a client who is knowledgeable AND a dynamic speaker? Invite him or her to speak.

3. We recommend you mix up internal and external speakers – it adds depth to the agenda. Do make sure you have a large number of sessions that add value for the attendee. They should leave the event thinking they got more than their money’s worth!

4. Bring in an outside keynote speaker to either do a motivational address or hire an expert speaker to talk about industry trends that your attendees might not have learned. Get them excited about the future and thinking about what your firm should be doing now to plan for the future!

5. If you are doing an employee retreat, you may also want to bring in an outside speaker—either on some specific topic as an educational speaker or as a motivational speaker. It’s a change of pace from listening to the same internal folks year after year, and can bring new perspectives. It can also tell employees that you think they are important.

No matter what, do your research on your presenters—nothing is worse than an interesting topic delivered by a boring speaker! Tell us about the best (or worst) speaker you’ve ever heard. We’d love to hear your story! If you have questions, feel free to contact us at info@theexpertspeakers.com.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

A comparison of the Advance/Preliminary 2012 National Universe Estimates with 2011 National Universe Estimates for Total TV Households, Black or African American U.S. TV Households, Hispanic or Latino U.S TV Households and Asian American U.S. TV households is provided below:

Total U.S. TV Households

• The advance Total TV HH estimate decreased to 114,700 (000) from 115,900 (000).
• Persons 2+ in U.S. TV HHs declined 1.8% to 289,290 (000) from 294,650 (000).
• Overall, we are seeing the aging of the U.S. population, with Baby Boomers “aging out” of some traditional buying demographics and fewer Gen-Xers to replace them.

Hispanic U.S. TV Households

• Hispanic TV HH experienced an increase of 5.2%.
• Growth remains strong at 3.9% for Persons 2+ in Hispanic TV HHs. Strongest increases were demonstrated for older categories where Age 55+ increased by 11.1%.

Black or African American U.S. TV Households

• Black or African American TV HHs experienced an increase to 14,230 (000).
• Persons 2+ in Black or African American TV HHs remained relatively stable, increasing to 37,613 (000) from 37,596 (000). The largest population gains were in 18-34 and 55+ showing increases of 3.8% and 2.8%, respectively.

Asian U.S. TV Households

• Asian TV HH growth saw the largest increase of 9.8%.
• Persons 2+ in Asian TV HHs showed 9.0% growth from the official 2011 Estimates. Gains were predominately in the younger categories, where 2-11 increased by 10.8% and 18-34 increased by 16.2%. While Asian populations outpaced Hispanic populations in terms of total population growth, this should not be interpreted as a single year change in U.S. populations as adjustments due to the integration of the 2010 Census data contributed heavily to the increases in the Asian UEs.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

A comparison of the Advance/Preliminary 2012 National Universe Estimates with 2011 National Universe Estimates for Total TV Households, Black or African American U.S. TV Households, Hispanic or Latino U.S TV Households and Asian American U.S. TV households is provided below:

Total U.S. TV Households

• The advance Total TV HH estimate decreased to 114,700 (000) from 115,900 (000).
• Persons 2+ in U.S. TV HHs declined 1.8% to 289,290 (000) from 294,650 (000).
• Overall, we are seeing the aging of the U.S. population, with Baby Boomers “aging out” of some traditional buying demographics and fewer Gen-Xers to replace them.

Hispanic U.S. TV Households

• Hispanic TV HH experienced an increase of 5.2%.
• Growth remains strong at 3.9% for Persons 2+ in Hispanic TV HHs. Strongest increases were demonstrated for older categories where Age 55+ increased by 11.1%

Black or African American U.S. TV Households

• Black or African American TV HHs experienced an increase to 14,230 (000).
• Persons 2+ in Black or African American TV HHs remained relatively stable, increasing to 37,613 (000) from 37,596 (000). The largest population gains were in 18-34 and 55+ showing increases of 3.8% and 2.8%, respectively.

Asian U.S. TV Households

• Asian TV HH growth saw the largest increase of 9.8%.
• Persons 2+ in Asian TV HHs showed 9.0% growth from the official 2011 Estimates. Gains were predominately in the younger categories, where 2-11 increased by 10.8% and 18-34 increased by 16.2%. While Asian populations outpaced Hispanic populations in terms of total population growth, this should not be interpreted as a single year change in U.S. populations as adjustments due to the integration of the 2010 Census data contributed heavily to the increases in the Asian UEs.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

1. If you do an annual client conference and you have internal resources that are subject-matter experts AND are good speakers, add them to the agenda. Okay, you should probably ask them first!
2. Have a client who is knowledgeable AND a dynamic speaker? Invite him or her to speak.
3. We recommend you mix up internal and external speakers – it adds depth to the agenda. Do make sure you have a large number of sessions that add value for the attendee. They should leave the event thinking they got more than their money’s worth!
4. Bring in an outside keynote speaker to either do a motivational address or hire an expert speaker to talk about industry trends that your attendees might not have learned. Get them excited about the future and thinking about what your firm should be doing now to plan for the future!
5. If you are doing an employee retreat, you may also want to bring in an outside speaker—either on some specific topic as an educational speaker or as a motivational speaker. It’s a change of pace from listening to the same internal folks year after year, and can bring new perspectives. It can also tell employees that you think they are important.

No matter what, do your research on your presenters—nothing is worse than an interesting topic delivered by a boring speaker! Tell us about the best (or worst) speaker you’ve ever heard. We’d love to hear your story! If you have questions, feel free to contact us at info@theexpertspeakers.com.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

In the past, large firms typically had defined processes for handling consumer correspondence, complaints or suggestions for future products. In today’s environment, businesses that have not moved to a more immediate response mechanism are struggling. As an example, think about the huge Toyota recall that took place in 2010. From all indications, the acceleration issue had been going on for quite some time. When the story hit the national news, Toyota was unprepared to handle the public outcry; indeed, their slow response has been used in case studies on ways NOT to handle a business crisis.

There are several keywords that can guide you in defining a response plan:

• Monitor – it’s important to know who is talking about your firm and staff. You cannot address an issue or thank someone for an endorsement unless you know it is out there. Has someone mentioned your firm, staff or product in their blog? Was a staff member quoted in the online news? You need to know. It’s also good practice to monitor your industry keywords and your competitors. You may find great ideas for a new product or service by listening to what those interested in your industry are saying.
• Involvement – the more involved you are in activities related to your industry, the higher your “expert” quotient will be in the minds of your clients and prospects. As you monitor articles related to your industry, you can quickly respond and gain exposure for the firm. Some businesses have monitored consumer discussion boards for product feedback, and when a consistent enhancement is requested, implemented it quickly to please customers. Others have contacted their local media when a relevant story appears to go on camera with a response or follow-up information. Timeliness is again key.
• Responsibility – it’s difficult for one person to monitor and respond to all mentions of your firm. Setting some base rules and empowering all employees to watch for and respond to activity will expand your reach (business footprint) and make your staff members feel more a part of the team.
• Now – you cannot delay in responding to comments or issues that concern your business. Timeliness is critical. This is true for both publicly posted and private comments (which can easily become public-Wikileaks, anyone?). If the comments are negative, you have an opportunity to immediately address and resolve the issue. And if you do so in an effective manner, most clients and prospects will applaud your efforts. If the comments are positive (maybe a great mention in a news article), you can push these out to your client and prospect base, who may then share with their friends, giving you some positive “viral” activity.

Our reality as business owners and managers has changed and there is no going back. It’s important for all of us to move forward. Those businesses that find ways to take advantage of these changes will be the ones that succeed. We’d love for you to share your tips for managing your online reputation. Let us know what works for you!

1. Engage vs Push. Marketing used to simply ‘push’ messages at the consumer and you’d hope to make a connection if they liked what you had to offer. Times have changed and so has marketing. People want to feel more connected with products or companies they choose to do business with. Social media helps to ‘engage’ people.

2. Transparency. When done correctly, your prospective clients get to know you better. They see if you have some of the same beliefs as they do, allowing them to form connections with you. Don’t just advertise sales to them. Give them a taste of who you are beyond the sale. What is your commitment to the community? Do you contribute to your industry as an expert? Why do you do what you do?

3. Handle the Haters. Within social media, you actually want a small percentage of your followers to raise issues. If it is all a love fest, it is boring, self serving and you’ll actually lose credibility. People like a little controversy (think Rush Limbaugh). You may even find other fans coming to your defense when someone raises an issue, which is wonderful marketing. You should develop a response plan to handle the haters, because how you handle the issue will say something about who you are.

4. Google Footprint. The search engines give high value to social media channels. When you have a robust presence in the big 5 (Facebook, LinkedIn, YouTube, Twitter, Flikr), you will see a better Google Footprint and this will also help your websites search engine optimization (SEO) with backlinks from all your social media channels.

Be sure and define which channels will work best for your target audience and then spend your time accordingly to build the best channels for your needs. Social media can become a black hole where you spend far too many hours and valuable resources. Set limits on your time or hire someone to help you keep your content current.

5. Need another reason? Your prospective clients are on social media right now!

CAUTION: Many businesses and law firms are jumping on the bandwagon to the exclusion of other marketing channels. Social media SHOULD be part of your marketing, but it should not be the only thing you do. Consult a professional to help you with your planning and budgeting so you have the right marketing mix.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

You lose clout and become part of the incessant background noise and not the hype buzz you’d wanted. Attorneys, for example, are egregious over users of the phrase “free consultation.” It is hard to think about other ways to impart this benefit—especially if you are using pay-per-click or other advertising with limited space, but when you do find other ways to invite people “to learn more about their rights for free” results will increase.

Your advertising is supposed to make you stand apart and tell the story of why you are different. It should not make you blend into the crowd because you are mimicking other competitors. Attorneys are very good at looking within their own industry and following the lead of the big dogs-the problem is it creates an environment of sameness, almost inbred advertising.

If you are going to use a buzzworthy term, be the first to do it so you set the standard. Look to other industries for a fresh approach. Better yet, stop writing “ad copy.” Really analyze who you are and what you do best. Make sure it matches the reality of what your clients like about you, then find a way to include words that your clients use and understand. And make sure you monitor your ads to avoid “ad fatigue”—change them based on what you learn works best through your testing. Online ads need more updates, but television ads can and should run for a longer time frame.

We all want to be different, but actually having the guts to do it is another thing. Are you up for being truly buzzworthy by creating your own path?  

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

But isn’t video pricey? I’ll give you my favorite answer: “It depends.” Done properly, video can position you and your firm as the subject matter expert in the eyes of the viewer. Done poorly, you can position yourself as untrustworthy just by not having fine attention to detail. Proper planning, knowledge and doing it right the first time will help your return on investment. As an example, if you are an estate planning/elder law firm in a highly competitive market and are looking to be noticed, you might choose to professionally produce an educational video in a news program format. This video could also be made available to interested groups, giving them permission to run the program at a group meeting or event. On the other hand, many subjects lend themselves to a less formal video format. You might choose to create a short video (1-4 minutes) in your office with home equipment on a tripod that presents one of your attorneys offering “need to know” points on workers’ compensation in your state. Any video could be posted on YouTube (make sure to include appropriate keywords) and on the appropriate practice area page on your website. It should also be promoted through your other marketing channels.

Who’s using video? Many businesses and organizations are utilizing video to promote their messages. YouTube is a favorite place to post these videos. The United States Coast Guard (USCG) has posted a number of boating safety videos on YouTube and promotes these videos on their website. The National Transportation Safety Board has also used YouTube to post informative video clips on such topics as how to choose a motorcycle helmet. That particular video was used as an integrated part of the May 2010 Share the Road motorcycle safety campaign. The campaign included a press kit with free photos, resources and links that supporting organizations could use on their own websites at no charge. And don’t forget—you may want to have your video set up in a loop on a screen in your waiting area for visitors to watch.

CNN’s Twitter posts recently showed that for the first time ever more viewers get their news online than from radio or newspapers . As peoples’ use of online media continues to increase, providing information in a video format will become even more commonplace. If your firm has not yet considered how video will play into your marketing mix, it’s time to do so.

When you’re ready to add video to the mix, here are some things you need to know:

• Videos must be educational – consumers can spot a sales pitch a mile away. View some sample videos done for law firms.
• The style, message and “look” of your video should support your brand
• Determine your audience before you begin – audience should determine the presentation style, language and the content
• Choose your presenter with your audience in mind – you want to find a good “match”, so that the viewer feels a comfort level with the presenter but still views your presenter as the subject matter expert
• The length is not as important as content – when you watch the video, does it provide value to the audience? Keep in mind though, attention spans tend to be short, so lead with the important information.
• Choose one topic for each video (or segment of a show) and provide a mid-range of data – you want to educate and add value but not so much that the viewer feels they don’t need you!
• Make the video part of a multi-step marketing plan – if you do a monthly e-newsletter, add a link to the video and promote it; if you print your newsletter, provide the URL so interested viewers can watch it. Promote the video on your blog. And make it easy for readers to forward the link to their friends!
• There are options to promote your video via paid advertising. The effectiveness will depend upon your market and the subject matter. You may wish to try a short test to see if it is effective.
• Consider also using a dedicated phone number or website landing page to track business coming from the video.

Using video to market your company can be a great option to reach and educate potential new clients and to position yourself and your firm as the experts. It should be a part of your firm’s long-term marketing strategy.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

You have a number of options, based on the amount of time you are willing to spend and (in some cases) the amount of money. These options include:

• Books – printed versions (best impact) or e-books: use as marketing incentive to call, click or at seminars and events.
• Articles – published in trade journals or posted online.
• Blogs – write your own or guest blog.
• Social Media Discussions – find a blog, LinkedIn group or online news articles that will allow you to comment as an expert.

Ready to get started? Here are a few simple rules that should help:

1. NO SELLING!
2. Write to the level of your audience
3. Relevant topics only and they must add value to the reader – what’s in it for them?
4. Use keywords
5. Include links to other relevant content on your site or others
6. Let your personality and the personality of your law firm come throug
7. Be true to your brand
8. NO SELLING!

Can’t think about writing a book all on your own? Ask us about ghostwriting.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

And why am I telling you this? Because there are tons of events that are recognized each year on a national basis that you can use as a tie-in to promote your company. Some of these events are charity-focused, while others promote an interest or lifestyle. The type of business you run and the interests of you and your staff will help you decide which events to support. As an example:

Your Business Type/Options:
If you are an Injury Law Firm, search for National Safety Awareness (June)
If you are a Garden Center , search Perennial Gardening Month (June)
If you are a Conservation Group, search National Rivers Month (June)
If you are an Optometrist, search Eye Injury Prevention Month (July)
If you are a Flag Center , search Flag Day (June)

Let’s use National Safety Awareness Month and our PI Attorneys as an example and come up with a plan:

• Get new content ready ahead of time to post on your website. Include links to any sites (include useful videos) you find valuable.
• Write and publish (downloadable PDF or printed versions) safety tips – you might have a couple of versions: one for parents with small children; one for parents with new teen drivers; and maybe a safety around the home version. Make these available on your website.
• Plan a seminar to talk about safety or set up a booth at an existing event. Give out copies of your tips.
• Involve your employees by allowing them to “buy” a casual Friday dress down day for a contribution to a local burn center or similar.

Finally, you’ll want to make sure to let everyone know what your firm and employees are doing to support the event—put out a press release and add it to the news section of your website. And don’t forget to talk it up to everyone you meet! Make it fun and meaningful to all who participate. If all goes well, it can become an annual event that can generate buzz about your business!

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

While social media surveys have a place in research and marketing, they will not replace traditional surveys. Traditional surveys reach out to those not looking to fill out a survey and cover a span of demographics (age, sex, race, etc). They also present a picture that is more statistically accurate. This gives marketers the opportunity to truly understand the market better and/or to reach out to new groups and understand the other side of why some have not been interested.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of  vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

What happens when there is a “disconnect” between our perceptions and those of the client/prospect? From a business perspective, the client/prospect view of our company IS “reality”. When business drops off, there is a shift in client demographics, or marketing/advertising efforts no longer work, it may be time to see if there is a gap between who we perceive ourselves to be and “reality”.

Identifying gaps begins with research. Here are just a few of the things you can review to see if there might be an issue:

• Ask. It sounds simple, but it is not always easy to do this. Many people are reluctant to ask others for what may be an uncomfortable truth. And the clients or former clients may not want to be honest for fear of hurting feelings or burning bridges. A third party source doing the asking helps.
• Get input from your employees – including lower level folks. This must be done by a third-party to ensure confidentiality and promote honest answers. You might also ask your vendors what they hear from others about your firm.
• Analyze. Pull out all the statistical information you have on your business over the past two to five years and look at what the data is telling you. Make sure you factor in trends and external changes.
• Look at your primary competition. Note that this may not be the same group of businesses who were your competitors two years ago.

We can help you find out where you have gaps between your customer’s experience and what you believe you are delivering. vitalink offers competitive and market research, conducts confidential surveys, analyzes your current business focus and presents a strategic marketing plan to move your business forward – making sure that you are on-target and your message is on-point. Contact us to learn more.

The Expert Speakers has added this topic to the roster as well. Perception vs. Reality: Close the Gaps to do More Business addresses the challenges businesses have when their own perceptions do not match those of the client or prospect.

Author: Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency and Catalyst Group, Inc.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

What does this mean to you as a marketer? Your approach may need to integrate elements of the three learning styles to be more successful. This same theory applies to combining marketing channels to conduct a more effective campaign (a.k.a. integrated marketing).

Within the “seeing” group, some individuals are more drawn to your content and want to read all they can to learn. This group may ignore your graphics; the ad creative is not as important to them as the written word. Others are drawn to images, layout, and information delivered in short chunks. Think USA Today.

The “hearing” group learns best when they have auditory messages. This could come on the radio, recorded messages (on hold, website), music (web background), and also video which combines images, movement and sound (website, TV, in office, mailed DVDs or CDs, via smart phones).

The final “doing” group likes things “hands-on” and might be approached best with a free sample that they can touch, taste, or smell (depending upon your product!) or product demonstrations (live or on the web).

Whichever method or media you choose, don’t forget to include a “call to action” (i.e., what do I want the prospect to do with the advertisement, commercial, blog, sample, or video). Here are some ways you might combine techniques to effectively target these learning styles.

• In a printed marketing piece, position graphics and headlines to provide the highlights, then include more detail (if there is room) or add specific website information for those who want to learn more. As an option, offer a free newsletter for signing up via email (this allows you to capture key prospect information as well).
• If you produce a video, include written captions, a link to an information-filled website or blog, or offer a downloadable whitepaper or tips sheet with more information. Post segments of the video on your website and YouTube.
• Offer video viewers the option of subscribing to future videos or signing up for a written (e-mail or printed) newsletter or blog (or both).
• Sending a targeted direct mail piece for a new software product? Provide each user with a personalized link to a demo of the software that allows them to go hands-on and see how it works.
• Promote a new food product line using social media – offering free samples with a coupon that can be either printed or stored on a mobile device to show to the cashier!

Take a look at the ads you see over the next few days and see if (and how) they combine techniques and channels to reach more than one learning style. There’s not one “right” way to do this—it takes some thought, planning and testing to see which methods will work best for your target market. Begin thinking about how you can take these ideas and use them in your marketing. Good luck!

Author: Jeanne Frazer

Marketing works in much the same way. If only one channel or technique is used to promote the business, firm, or product, many find they get so-so results and come to the conclusion  that whatever channel or technique they used didn’t work. Unfortunately, this happens all too frequently and some marketing gets a bum rap.

The magic with marketing happens when you take an integrated marketing approach. Much like our volcano experiment, when you combine the right ingredients (marketing channel or technique) you’ll see an eruption in your results. Research shows that consumers must be exposed to your message multiple times before they notice you. It also helps to reach people in more than one way, as integrated marketing’s use of various channels and means to deliver your message also helps to reach people who have different learning styles. Someone may see an ad and have it barely register in their subconscious, but when they see a detailed description or recommendation through another source it clicks. Somehow they remember hearing about the product so they know it and now they have another message that hits them to ignite the volcano. Magic.

What does this mean? When you are working on your strategic marketing plan, you must expand your horizons. Look closely at the channels used by your current customers and those you would like to be customers. Even though integrated marketing requires multiple channels, you should only include as many channels as you can do well and consistently. This will vary based on whether you are a B2B or B2C company. The demographics of your customer base will also have an impact, with younger age groups more likely to respond to social media and mobile marketing channels.

Plan campaigns that will touch each person a minimum of 4-6 times and use more than one channel. Many people run to the web, social media, TV, direct mail, newspaper, or radio first. These are all good options depending on who you are trying to reach. But don’t neglect to have a strong, consistent Customer Relationship Management & Marketing (CRM&M) campaign, it is one of the most cost efficient marketing tools to increase business. If your business is referral based, also include a Professional Relationship Management & Marketing (PRM&M) campaign.

Be consistent with your branding and message. To make magic, your message and brand must be recognizable from channel to channel so people can make the connection in their minds. Monitor campaign effectiveness; don’t be afraid to adjust campaigns that are not working as well as you’d like. Converting new customers is frequently a numbers game—it all comes down to planning and effectively executing on those integrated marketing plans.

Think about how you can incorporate these ideas into your marketing strategy to improve your results. Questions and comments are welcome. Please share any success stories or challenges as well.

Author: Jeanne Frazer

So with the widespread usage of DVRs and expected continued growth, are TV commercials obsolete? The answer is a resounding No.  While the media mix for advertisers is changing to include more social media and two way conversations, TV commercials remain one of the most effective ways to advertise for many business categories.

Do people with DVRs even watch the commercials? You might be surprised to find 40-50% of those who watch a watch the entire program, including TV commercials. I have a friend who doesn’t like to fast forward through the commercials; for him, it “messes with the flow” of the program. I’m in the “fast forwarder” group: so does this group see the commercials? There are studies that confirm commercials that are fast-forwarded are seen and have good recall.  The theory on this is you have to pay even closer attention to the commercials so you stop the fast forward in time to not miss any of your show. I couldn’t agree more—I’ve even found myself repeating lines from commercials while fast forwarding through them!

Advertisers might worry whether time sensitive messages will still work in this new DVR world. Get this, 61% of DVR playback occurs on the same day, with 90% of viewing being done within 3 days of the recording.  I’ve found being a busy professional who gets home late, I no longer worry that a late dinner and workout will interrupt my shows (I am a bit of a TV addict).  I can flip on my DVR when I’m ready and watch my 8p show at 8:30p. I’m in the 42% who watch their program in the same hour.

Down to business, what does this mean for ratings? The Nielsen live TV measurement is not 100% on point anymore as it does not include the DVR usage viewing, so the live numbers reported fall shy of actual viewing. Primetime now has 1/5 to 1/3 of playback on DVR for the networks and cable prime is 1 out of 10. The DVR viewers are also younger and have a higher income.

Hmmm…When will we see commercials designed to be viewed on a DVR or specifically geared to this DVRs with a message? A great example would be a commercial with graphics that works without sound. Glad you got a chance to watch your show? We’ve been waiting for you…

Source:  Nielsen 2010 analysis of live and same day ratings.

Author: Jeanne Frazer heads up marketing speaker author, a group that provides marketing speakers, writers, coaches and mentors with expertise in all facets of marketing across numerous industries for events, seminars and workshops. Frazer is also president of vitalink® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

My number one sales tip is to have a follow-up process that includes multiple touches that are both semi-personalized (letters, individual e-mails, calls) and standardized (e-newsletter, newsletter, e-mailed articles, website, blog, social media) to make it easier for the salesperson.

Keep your content interesting and relevant to your prospects. Where possible ask for responses (blog), referrals (LinkedIn), and input (Facebook) to make it a two way conversation. It doesn’t always have to be about the sale, you need to create top of mind awareness and begin forming trust. Follow up communication can be a simple thank you note or a note with a great article about why insurance is important or one on your company. Other ideas include sending a top 5 or top ten tips for (fill in the blank)…..whatever your area is or something that will help the prospect (i.e. Tips for Better Gas Mileage or Top 5 Tips to Protect Business)

Include multiple delivery methods like e-mail, texting, e-newsletters, blogs, and keeping your social media updated and continue to link to new friends, but ALWAYS include personalized cards and newsletters sent through the good old USPS. No matter the age, we all love to get mail. Cross reference and promote all your marketing and communication avenues in everything you do by giving your Facebook page, blog link, website, address, cell phone, and other ways to find you via social media. By communicating with people on a regular basis whom you’ve gone out of your way to find, you’ll close more sales.

Author: Jeanne Frazer heads up marketing speaker author, a group that provides marketing speakers, writers, coaches and mentors with expertise in all facets of marketing across numerous industries for events, seminars and workshops. Frazer is also president of vitalink^® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.

Technology has changed, making it easier and in many cases less expensive to have an effective Internet presence. Search Engine Optimization (SEO), Pay-per-Click (PPC) advertising and social media are all tools that when used effectively can drive prospects to your site. Today’s websites offer online chat features, intake forms and capture marketing information.

But more than technology has changed: customers now expect an immediate, two-way conversation. In response, the most successful websites have changed from static pages to robust platforms that are constantly updated to provide value and allow that conversation to take place. The Web is a tool and should be looked upon as an ongoing investment to promote and showcase your firm.

If you build it, will they come? Yes—as long as you remember that while the technology has changed, the basics of marketing have stayed the same: build your brand to uniquely represent you and be consistent, stay on-message, and use the available web tools to deliver relevant, valuable and vibrant content to customers and prospects.

Author: Jeanne Frazer heads up marketing speaker author, a group that provides marketing speakers, writers, coaches and mentors with expertise in all facets of marketing across numerous industries for events, seminars and workshops. Frazer is also president of  vitalink® a creative + strategic marketing think tank, and strategic partner for Lawyers Marketing Agency.  Jeanne may be reached at jeanne@vitalinkweb.com or 919.850.0605.