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Business

Are we re-bounding yet?

 

We are certainly walking an uneasy tightrope right now. Respectful of the times, the weariness of isolation and downtime, we are all ready for change and for the growth we desperately hope is waiting out there.

We feel the desire for shift and change in our bones and dare to be cautiously optimistic. So, we sit down to strategize a plan for re-opening.

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Empathetic marketing during the quarantine

When a cultural moment pivots as dramatically as it has in the last few months of the coronavirus pandemic, it’s imperative that your company reacts with tact and empathy – as you position your brand to help.

Needless to say, that’s going to require a lot of poise and nuanced communication. So how to begin? What should you do?READ MORE

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What’s on your back burner?

When managing a company is your responsibility, a lot of important detail work gets put on the back burner.

So what’s simmering on your back burner?

  • Updating your web site with fresh page content?
  • Better utilizing social media?
  • Updating the navigation of your site?
  • Making sure your web site if properly protected?
  • Preparing trade show materials for your soon-to-be-released product?

Or maybe it’s larger than that. Perhaps what you don’t have the time or energy left to do is revamp your marketing strategy to bring in new business.

Interestingly, what’s relegated to your back burner can have a huge impact on the very thing that’s stressing you out right now. Such as your last quarter ROI.

That’s because when your marketing is taken care of strategically with a practiced eye towards your industry, your job gets a little less intense as your ideal customers begin to take notice of what your company can actually provide to them.

What you do

Carve out a 90 minutes to meet with us when the time is right for you. Tell us what you don’t have the time or the people to do, and what results you’d like to see. Give us your parameters, financial and otherwise.

What we do

When you say go, we do the work, providing you with feedback, details and a few fine-tuning decisions along the way. We don’t make assumptions. We research your niche and come up with several positioning approaches that tell your story to the right people — in a compelling and memorable way. We also adjust to your budget and your timeframe.

What we do is eye-opening. Don’t be surprised if we uncover a few fascinating things about your own rapidly shifting marketplace that raise your eyebrows. Or help you determine how your company can make the most of its sweet spot through well-placed ads in carefully researched places you may not even be aware of.

It all starts with a 90 minute meeting.

Say when.

 

 

 

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In 3… 2… 1…

You’ve got less than 5 seconds to pique someone’s interest enough to click on your link.

The first few sentences of any presentation determine whether your idea gets heard.

Studies show that each of us has to connect on some level with any new idea or product at least three times before we are willing to give it a chance with our pocketbook.

How does the information above square with your marketing campaign?

Here are basic questions to ask before you launch any new marketing campaign:

  • What need does this fulfill?
  • Are there typos?
  • Is the idea sexy?
  • Is the design compelling?
  • Is it this offer too good to be true?

You can’t blame your prospects for ignoring you. You’ve got to know the game and cut to the chase differently, faster, and most importantly, memorably.

Stand apart from the crowd in a way that is memorable. And timely. Then you will be heard above the fray.

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What can we learn from our competitors?

The answer is quite a lot.

Your competitor is not your enemy. He’s an educational opportunity just waiting to broaden your horizons.

Chances are great that your competitors do all kinds of things you can learn from. If your competitor frequently hires staff out from under you, for example, find out why. What benefits do they offer that you don’t? Ditto for the people that you’ve tried to hire away from them. Ask why they chose to stay, even if you offered them more.

Ask yourself:

  • What does your competition do they do better than you? And how do they get it right?
  • How and where do they market their services?
  • What are the best decisions your competitor or your predecessor made recently?
  • What do they do or make that you could produce better?

It’s always a good idea to pay attention to your competition in an open minded way. It’s easy to get in a rut with insider thinking. Looking at the way your competition does things can unlock new ways of thinking and open doors to biases you didn’t even know you had.

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See the Fork First

More than a few famous poets, authors and songwriters have waxed poetic about the point along the road where one has to decide which direction to take.

At FocalPoint, we think the key to making the best decision about the road less travelled, the road not taken, or the fork in the road is NOT the crucial part of your journey. We think that first you have to SEE the fork, and recognize it for what it is.

That’s a huge thing in marketing and communications strategy. Many, many organizations misstep by failing to see that there is a critical decision to be made at a particular juncture — and do not understand the importance of the fork in the road.

How does one develop the insight to take the right path? At FocalPoint we set out these reminders for ourselves:

  • Stay focused on shifting currents
  • Be open to change and stay nimble
  • Be accessible and approachable
  • Consult with others and listen
  • Understand the way it always was is not the way it is

Recognizing the significant, life-altering twists in your company’s path is difficult. It helps having a company by your side to help you anticipate change.

Together, we can decide which new direction to take to forge ahead.

 

 

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Trends in storytelling

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