clearly conveyed communications

Social Media Savvy: It’s All About the Brand

UPDATED: It’s Still All About the Brand

Whether you’re a social media superstar or a company touting your social savvy, it’s all about the brand. The social media platforms’ brands, that is. Are you brand compliant?

In July, Twitter switched its iconic identity from its well-known “t” logo to the bird. I still see “t’s” dotting the digital landscape everywhere I go.

Facebook prefers the “f” logo and generally does not allow use of the full Facebook logo.

Google+ offers a configuration tool for use of its logo online, but does not approve of the use of its +1 icon in online ads.

Pinterest offers use of both its full name and “p” logos and gives examples of successful brands utilizing its platform.

The LinkedIn name (not logo) should always be accompanied by the ® or ™ symbol, and its logo should always be used in color for online use (and offline, if practical).

For your convenience, I’ve included links below to current branding guidelines for these networks:

Twitter
Facebook
Google+
Pinterest — brand identity / brand best practices
LinkedIn

Remember, you can still get social while being brand compliant!

Are you using outdated branding guidelines to promote your social media usage? Have you never even given social media branding a second thought? I’d love to hear your take on this topic along with any other suggestions you have to shine on the social media stage.

While you’re at it, connect with me! Below are links to my presences on these social networks. I’d love to hear from you via these networks or in the comments below.

Enjoy the day,
Jaime

Image credits:
Facebook Brand Permissions Center *** Google+ Brand Guidelines *** Twitter Trademark and Content Display Policy *** Pinterest Goodies *** LinkedIn Branding Guidelines

Rage Against The Political Machine — 5 Takeaways for Your Marketing Efforts

I’m not a political junkie, but I do consider myself a well-informed voter. I vote for each candidate individually, not strictly along party lines, and actually put some time and thought into my decisions. Throw in the fact that I’m an advertising major, and you probably figure I can’t get enough of the campaign season. Right?

Wrong. When I cast my ballot today, I not only felt a sense of pride about participating in the electoral process, but also a sense of relief that the annoying attack ads, endless array of (bad) direct mail pieces and make-my-head-explode robo calls would be coming to a halt. I love America, but sometimes I swear political campaigns are the least effective advertising anywhere.

Surprisingly, there are actually some good strategies to follow coming out of political advertising, and of course, there are other strategies going on that you should run away from as fast as you can. Below are five takeaways — good and bad — from the political advertising machine.

1) DO Brand Yourself –> OK, you don’t have to stick with yard signs and bumper stickers. There are thousands upon thousands of promotional items that you can brand with your logo and/or message. Why promotional products? Because they work. The statistics abound but consider this:

82.6% of people can recall the company and brand on their promotional product and 50% have a favorable impression of the advertiser. To take it further, 83% of people like promotional products and 58% keep them for one year or longer. How’s that for effective?

2) DO Collaborate/Partner –> Find companies with similar audiences to spread the love, cut costs and increase exposure. For example, the Akron Public Schools (APS) had a new levy on the ballot, which they desperately needed passed. They worked with a popular local race (the Project Homeless Connect 10k & 5k) to further promote their cause. An eye-catching direct mail piece that explained exactly how the levy would benefit students was included in each runner’s swag bag (no mailing costs), and the race director spoke favorably of the levy during the awards presentation. In addition to attaching itself to a great cause, the APS touched hundreds of members of its target audience at one time with only a small expense (printing costs).

3) DON’T Spam –> For some of the races, I did some additional research before figuring out who I was voting for. When I received direct mail pieces from these candidates, I kept them to look over later. When I dug them out the night before the election, I couldn’t believe how many duplicates I had received of the exact same pieces. Not only is this not at all cost effective, it doesn’t impress many people. If you’re going to really utilize one form of advertising, at least mix it up. One judge in particular stood out because her pieces were all different, including letters of recommendation from others, examples of her past success and highlighting different reasons why she was worthy of your vote (instead of cramming everything onto one piece like an encyclopedia). Go figure, I ended up voting for her.

4) DON’T Attack –> One other note about the judge I mentioned in the previous example… She only spoke about herself – how she was positively impacting the community, past decisions on cases, etc. She never attacked the other candidate even though the other candidate (or excuse me, her party) attacked her. (The other candidate claimed complete ignorance of the attack ads. Yeah right.) Like most people, I want to hear why I should vote for you (or buy your product), not why your competitor’s lacking. If you’re talking about your competitor, then I’m assuming that you have nothing positive to tell me about yourself (or your company).

5) DO Be True to Yourself –> Once you develop your brand’s voice, tell its story. Don’t embellish, misrepresent facts or flat out lie to make your brand sound better. If you feel like you have to do that, then something is missing. As I was discussing all of the blatantly false political ads with another woman in the voting line, she made a great point.

“I don’t lie,” she said. “When you lie, you have to remember what you said so that you can tell the same lie down the road. Just tell the truth; it’s so much easier.” That’s one thing we should all agree on.

So I hope everyone voted today to make your voice heard. Go ahead and take some key points from the political advertising machine to market your company or brand better while lowering costs and collaborating more effectively. If you remember only one thing, don’t use robo calls. EVER.

Happy Election Day!
Jaime

p.s. For more information on promotional products, visit http://www.promotionalproductswork.org/ or contact me.

Let’s chat (about political advertising, your marketing needs or otherwise):

“We’re getting the band back together.”

Just think how much easier it would have been for Jake and Elwood Blues if they had social media to help their cause. Of course, it wouldn’t have been nearly entertaining for us if they did.

Blues Brothers car — The getaway mobile that got the band back together!
Photo courtesy of Stig Nygaard via Flickr

Are you getting the band back together? Here’s four ways social media can help:

Create an event on Facebook. This works for a public event or one where you’d only like to invite your friends or specific individuals. Get a head count and discuss details to make sure your event is a big hit. Post highlights and pictures/videos during and after the event to continue the momentum. Encourage attendees to snap their own pictures and shoot videos while tagging your company’s or brand’s page to spread the word.
Google+ Events is a helpful planning tool for in-person or virtual get together’s (Google+ Hangouts). You can even invite people not yet on this social media platform via email, so check it out for your next party. Create a ‘circle’ of attendees to easily disseminate information to them.
Finalize details and locate attendees as they arrive on Twitter. No, there’s not a specific ‘events’ function, but this micro-blogging platform is perfect for promoting your event, asking others if they’re attending or to find out if someone your meeting for lunch is already at the restaurant. You can also ‘live tweet’ an event by tweeting updates while they’re happening. Create a hashtag (#myevent) for your event so virtual (and even in-person) attendees can easily follow.
Blog about your event to raise awareness and create excitement. Ask others to guest blog so attendees can get multiple viewpoints and learn more about specific activities, panels, etc. Engage attendees by asking for their feedback via comments and polls. Your event’s story can be continued during the festivities to update those who couldn’t make it or fill in the blanks for attendees who missed a specific session or interesting point. Add pictures, videos and links to follow-up content to pique interest and continue the conversation.

How have you used social media to plan, promote or follow up for your events? I’d love to hear about your ideas below. Feel free to ask questions you may have about upcoming events on your schedule.

Enjoy today!
Jaime

Cause-Related Marketing: Support or Scam?

Cause-related marketing campaigns seem like a win-win situation. Consumers and businesses help support wonderful causes while the benefiting organizations raise much-needed funds. Do they really make a difference though?

As in most cases, cause-related marketing brings both good and bad. As a consumer, you can ask a few questions to ensure you really are supporting a great cause.

Yoplait Save Lids to Save Lives program — Since 1997, Yoplait has donated more than $34 million to breast cancer awareness through the Save Lids to Save Lives program, Race for the Cure and other initiatives.
Photo courtesy of Miss a Liss via Flickr

1) Is the cause meaningful to you? Do you believe in this organization and its mission? Target causes that you truly believe in and are close to your heart.

2) Who does the campaign benefit? Make sure that your purchase will support a reputable organization that will put the funds raised to good use. Charity Navigator is one place to check out nonprofit organizations that you’re not familiar with.

3) How is the program structured? Understand exactly how the charity will benefit through consumers’ purchases. For example, the sponsor may make a donation per purchase. Is the amount stated (i.e. 2% vs. 10%)? Is there a limit on the sponsoring company’s donation (i.e. first $100,000 raised)? Or is there a minimum amount to be raised before the company makes any donation?

4) How will the charity use the donated funds? Nonprofit organizations should be very clear on where their funds go, whether it be research, education, assisting those affected by their cause, administrative costs, etc.

5) Is the sponsoring company committed to the cause? If you’re not familiar with the company, review the packaging, display, in-store signage and/or literature for more information on its goals. Does it regularly support this cause? Does the company seem committed to making a difference?

Cause-related marketing programs can be a tremendous asset to nonprofit organizations or they can really be a scam. Do a little research to ensure that you are actually helping a worthy cause and that your hard-earned money wouldn’t be better spent.

For additional information:
Changing with the Times (MediaPost looks at what causes are hot in 2012.)
Yoplait Save Lids to Save Lives Program
Charity Navigator
Best Practices for Taking Up the Cause

Happy Boss’ Day to all of the great leaders out there!

Jaime

5 Ways to Spice Up Employee Appreciation

Most of us know by now how valuable it is to keep good employees. Knowledgeable, happy employees are valuable assets to a company, helping to reduce costs, maximize productivity (and revenue) and enhance your company’s brand or image.

There are a plethora of ways to thank valuable, hardworking employees. Following are 5 ways that you may not have thought about.

1. Bowl them over — A bowling outing can be a great way to boost morale and encourage bonding. Furthermore, many alleys also offer other perks, including a variety of food options to whet nearly any palate, arcade games, bocce, billiards, happy hours, karaoke, transportation to/from the event and variations to the standard bowling experience — black lights, special rules, etc.

A bowler enjoys the atmosphere of cosmic bowling.
Image courtesy of m4tik via Flickr

2. Cycle tours / special rides — A group bike tour or specialty ride can add some fun and memories to an otherwise typical day. These experiences can be turned into a team building event on their own or inject some serious fun into company picnics, appreciation days or a thank you for hitting key goals or metrics. Employees won’t forget getting out on the open road in an entirely different way anytime soon.

The Rocket Ship Car
“The Happiest Ride on Earth”

3. A spa-like experience — Reward hardworking employees for pulling off a complex, last minute project, crushing their quarterly goals or successfully making it through a crazy time of the year (i.e. tax deadline for accountants, a national convention). Various packages are available for many different budgets, and your staff will enjoy being pampered and waited on. From express massages to full service pedicures (yes, gentleman too), your relaxed employees will be grateful and energized.

4. Casino night — Bring the thrill of Vegas to your staff! Employees will receive chips and move throughout the casino to play a variety of games. Friendly dealers will show less experienced players how the games work and bring an air of excitement to the festivities. Players redeem chips for raffle tickets and use these tickets to win prizes. Everyone has a chance to win, and best of all, there are no losers because no real gambling is involved. Hit the jackpot!

5. A breath of fresh air — Nature has amazing restorative tendencies and employees will relish an opportunity to get out of the office. Thank your staff with a special trip to a zoo, an amazing retreat at a national park or a day trip on a scenic railroad. Attendees can unwind to a beautiful backdrop and rejuvenate for the next big project.

Hocking Hills Resevoir — Hocking Hills State Park is a great place to soak in the beauty of nature.

Remember, a fun experience can be had by all in a number of settings. Employees will appreciate your efforts to recognize their hard work and dedication and be inspired to continue to give their all to your organization.

What’s the most memorable employee recognition

experience you’ve had?

Enjoy your weekend,

Jaime

Local or Global — Where’s Your Business?

There seem to be a couple of different schools of thought on doing business today.

Local has been a hot topic the past couple of years with mobile and check-in services, where you can help promote a company and/or receive special offers by checking in, downloading an app, opting in to receive text messages, etc. For example, I had dinner with a friend at a restaurant in downtown Akron, and it offered a discount on our dinner if we downloaded its app. (Neither of us did because we didn’t feel the app was worthwhile but the offer was there nonetheless.) Companies can even entice you to stop in by alerting you of special offers if you’re in the vicinity of their store.

However, some companies would rather market themselves globally or at least nationally. They don’t list a physical location on their website or marketing literature and use an 800 number so potential customers don’t know immediately where they’re located. These companies may project an image of being a large, strong company that has numerous resources at its disposal or simply one that takes advantage of technology to extend its reach.

I see pros and cons to both philosophies, and I’ve included some benefits below.

Local Pros

Encourage customers to support local business / economy
Focus marketing efforts on specific area
Take advantage of check-in services, special offers via mobile

Global / National Pros

Market image of large company with impressive resources (i.e. buying power, partners, locations)
Larger area for potential customers, referrals
Keep customers if they move

Does your business market itself as a local or global/national brand? Is that position highlighted in your marketing efforts?

As a small business owner, I’m targeting new, potential clients nearly anywhere but don’t shy away from where I’m located. I love living and working in Akron, OH and enjoy helping fellow companies and brands in the area with their marketing and branding efforts and event planning needs. However, I’ve made some wonderful connections over the past decade that have led to projects with companies out of state (technology rocks, doesn’t it?). So I guess I tend to think of myself as a local company with a national reach partly due to the services that I offer.

What are your thoughts?

Does the size of the company factor into this decision?
Products or services offered?
How did your company decide how to market itself?

So are you local or global? Or do you see yourself as a hybrid — a local company with a national/global reach? I’d love to hear from you.

Cheers,
Jaime

Stop. Breathe. Take Stock. Repeat As Necessary.

My 30th birthday was one of the best days of my life. It also turned out to be a pivotal moment.

My (first) 30th birthday cake from my fellow staff working an event. Made my day!

Between going for a morning run, having my Facebook page and phone inundated with well wishes, working an event for my employer, blowing out candles on two cakes, enjoying a quick massage, dining outside by candlelight, being serenaded with Happy Birthday twice and hanging out with industry friends (some of the coolest people I’ve ever met) deep into the next morning, I took stock of my life and didn’t necessarily like what I saw.

Don’t get me wrong; the day itself was amazing. But after pausing a moment, I finally admitted to myself that I wasn’t happy. That can be one of the hardest things to admit, especially to yourself. In the past few years, I had become a workaholic and had little time for family and friends, some that I had known for years.

Only a rat can win the rat race — Makes sense, doesn’t it?
Credit: denniseagles

While some people excel in the corporate rat race, I was suffocating. I missed the nature I had grown up in despite living minutes from a beautiful series of metro parks. I was trying to cram working out and somewhat healthy meals into what little time I had outside of the office and my commute. I love to cook but had no desire to do so at 9 or 10pm after coming home from the office. I knew I needed a change.

After much planning and thinking, I decided to open my own business. It wasn’t an easy decision, but ultimately, I knew it would allow me to align my personal priorities with making a living. It certainly hasn’t been easy (and it’s still early), but it’s the best decision I’ve ever made. I’m excited about the future and building my business while enjoying nature, making time for those important to me and having a more flexible schedule.

Poolside in Scottsdale — Capturing some brief pool time and utilizing our fabulous branded towels at an event in Scottsdale.

Similar to your personal life, it’s also helpful to stop and take stock of your business or career as well. It can be easy to veer off course and start heading down a path you don’t like. Perhaps you’ve moved away from your sweet spot, have some clients who drag you down or you don’t even recognize your marketing anymore. Whatever it is, remember to stop and take a deep breath every now and then. It can really help you stay on track, whatever your track to a happy life is.

I would love to hear about your moments of taking stock of your personal life or business. How did you discover that you weren’t where you were supposed to be? What made you decide to take a risk to correct course? [And if you’re looking for any marketing or branding assistance, I’d love to help!]

Cheers (and keep smiling),
Jaime

Sponsorship: Your Name Here

I was sitting at an Akron Aeros (AA affiliate of the Cleveland Indians) baseball game the other night when a hitter broke his bat. Shortly after he was thrown out at first (and the pitcher danced out of the way of the jagged bat head), the PA announcer said, “That broken bat was brought to you by MDF Bats. For major league quality bats…” Seriously.

Sponsorship opportunities abound around nearly every turn, from sports to events and beyond. Some companies will do anything to see their name in lights while others question the ROI (return on investment) of such a commitment. Does your company utilize sponsorships as part of your marketing mix? How do you gauge success?

My association with sponsorships started young although I didn’t realize it at the time. No, my parents didn’t sell my forehead space to a company for $XXX. As most t-ball and little league players, my team was sponsored by a local company (which basically meant paying for the shirts. If they splurged for ice cream once in awhile after a game, that was a bonus). Of course, I didn’t think of the company as a sponsor; it was just a name on the front of my shirt (which was usually covered in enough mud or dirt to wipe out any exposure on my end). Hey, I was a catcher.

In high school, I became seriously interested in racing, especially NASCAR. Anyone familiar with the popular racing series knows that sponsors are essential to the sport today. That led to seeking sponsors for charity and/or non-profit events which eventually spilled into my marketing and event planning position where finalizing sponsors for our events was vital.

Can you measure the ROI of sponsorship? — Companies measure the ROI (return on investment) of sponsorships in different ways and some don’t measure them at all.

So maybe I’m biased, but I believe that sponsorships can really pay off if they’re a good fit and are marketed correctly, preferably on both sides. Speaking of the Aeros, I became familiar with my current HVAC company, Blind & Sons, due to their sponsorship of the team. Also, I recognized at some point that I patronized sponsors of NASCAR drivers I liked without even realizing it. Apparently most NASCAR fans do… According to studies, NASCAR fans buy over $3 billion of licensed products annually and are 3 times as likely to try and purchase sponsors’ products and services. In fact, NASCAR fans are considered the most brand loyal in all of sports. [Source: Race Day Sponsor]

As someone who solicited sponsors, I always tried to ensure the companies I worked with received as much value and exposure as possible. I also tried to target companies who were a good fit for a particular opportunity and would market the sponsorship on their end as well. To me, those were the sponsorships that made everyone happy.

So, have you worked with a company you noticed through sponsorship? If so, what were the results? (As the saying goes… you can have the best marketing in the world, but if the product or service doesn’t live up to expectations, ultimately it doesn’t matter.) I have worked with companies found via sponsorship and sold companies successful sponsorships, so I’m a believer in the process, if handled correctly. Besides, who can resist their name in lights?

I would love to hear your thoughts and experiences on sponsorships as a buyer or sponsor.

Cheers,
Jaime

To Give or Not To Give…

After regularly donating blood for several years, the Red Cross contacted me regarding my high platelet count. They asked me if I would consider donating platelets, so I said sure. I knew that whole blood and platelets were always in high demand. They assured me that it was very similar to donating whole blood with a few differences.

A thank you gift from the Red Cross — Red Cross swag for being a first time platelet donor

Well, it was and it wasn’t. Platelet donation involves a bigger time commitment (typically 2 hours) and involves a little more machinery. However, it does still use a single needle in your arm. (Update: The Red Cross has gone back to a two-needle donation process.) It wasn’t painful although I did feel a little weird during the process. Maybe that was just me though!

My biggest problem was my body temperature. It kept falling below where it should have been, which alerted the machines. It seemed like a Red Cross technician was constantly coming over to make it stop beeping. (I almost felt like I was hoarding their time although they were really nice about it.) When the machine beeped, the needle would actually vibrate in my arm because my vein was hardening. It was a strange sensation, although not painful. It was more of a discomfort, because it made the needle entry into my arm feel tight.

Join the Movement — Donate blood or platelets today!

I was wrapped in blankets (including one around my arm) with a heating pad on medium heat on top of me. I was even given a heat pack to squeeze instead of a stress ball in order to warm up my arm. I did make it through the experience, and I’m glad I did it. Despite the body temperature issues, I’ll probably donate platelets again, because they’re always in such high demand.

If you don’t currently donate, consider the following…

Your platelet donation has the power to enhance the lives of up to 3 patients in your area.
With a shelf life of only 5 days, platelets are in constant demand.
In order to meet the patient needs in Northern Ohio, the Red Cross must collect over 300 platelet products each week.
You can donate platelets up to 24 times in a year and still continue to donate whole blood.

Have any other platelet donors experienced internal body temperature issues while donating? If so, do you have any suggestions on how to better regulate for next time (besides wearing a parka)? Ha! I would love to hear of your experience and any suggestions.

For additional information on donating platelets, visit http://www.redcrossblood.org/donating-blood/types-donations/platelet-donation.

Save a life… donate blood or platelets if you can!

*Want to read more about my platelets donation experience? Here’s an update four years in.)

Jaime

Advertising: Do You Watch?

Are you a fan of ads? In the age of TIVO and DVRs, you’re probably thinking that’s not even relevant anymore. But I’m talking about all types of advertisements, from magazine and online ads to billboards and yes, television. I came across an article on the ‘winners’ of Olympic advertising, so this subject came to mind.

Your Ad Here. — Would you advertise here? I would.
Photo credit: I Do Reviews

As an advertising major, I probably tend to pay attention to advertising more than most. In past training sessions on the effectiveness of advertising, I would ask attendees the one day of the year when folks actually watch TV for the ads. Normally someone would interject “the Super Bowl!” which is what I was looking for. While an ardent football fan, I do look forward to the ads as well, as sometimes the game itself isn’t exactly entertaining (unless you’re a fan of the winning team, of course). I did always find it interesting that most of the attendees’ favorite ads didn’t make them think of the advertiser. An expensive way to just make someone laugh, no?

Don Draper of Mad Men fame — The Man. The Myth. The Legend. Don Draper.
Photo credit: FOLLOWINGTHEBUZZ

With the success of Mad Men, it seems like advertising has become a little more popular again (thanks, Don Draper). However, I’m curious as to whether people are actually paying attention to it or just watching this entertaining TV show.

So, back to my original question. Do you pay attention to advertising?

What’s your favorite ad? Or advertiser? By the way, if you’re interested in the article I mentioned at the beginning of my post, here you go.

I’d love to hear your thoughts!

Jaime

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