You can probably name a luxury brand. Tiffany comes to mind. Or an active brand, such as Nike or Patagonia. Or a traditional brand, such as General Motors. There are brands that own product names, such as Scotch (brand) tape or Band Aid bandages.
You blog to inspire interest in what your company does. Hopefully, it will open the door to more web traffic, and with any luck, new business.
That’s the thought for most companies, anyway. But why stop there, when there’s so much more your blog can (and should) do?
Have you noticed all the new logos recently? Logos are definitely evolving. They are getting less intricate, using very easy to read fonts, and any imagery or design is much simpler than earlier versions of the same logo.
Logo redesign isn’t new. Just about every organization revitalizes their logo every so often. But why – suddenly – are so many logos getting a make-over?
The answer is simple. Smaller screens.
Business relationships are actually quite similar to romantic ones. Both thrive on attention. The more positive, the better. The more consistent, the better… with an occasional unexpected perk.
Flowers for no reason would be the romantic metaphor. One printing company we enjoy working with would, for no discernable reason, occasionally give us a printing job for free. “Thanks for being one of our favorite customers,” was the stated reason.
Wow, we thought, how cool is that? Interestingly, that printing company only had to offer that perk once in a blue moon. Because it made a lasting impression. Obviously, we enjoyed the sentiment. And the perk. Of course, we wanted to keep being that favorite customer. So we gave them more of our business.
All it takes is time and intention. It all boils down the organization’s commitment to sustaining excellent relationships with clients and prospects. And the key to that?
Romancing the client:
While FocalPoint knows it’s important to keep up traditional communication and PR, we also believe our clients should also be romancing their relationships through online forums
Interesting conversations are happening all the time, so why not participate in a very visible way that says to your clients, “I really like you and you are the heart of our business.”
Join as many groups on LinkedIN as you can that are related to what you sell and post a question or a tip on a regular basis. Client name drop (it’s free and it works wonders!)
Romance isn’t dead. It’s on line and doing fine!
Email is old school.
Or is it?
Worldwide, there are roughly 2.6 billion daily email users. And more than 4.3 billion email accounts. With 1.7 email accounts per user, email is definitely still relevant. More so, when you want to communicate to those in business.
Here’s how to use email persuasively and effectively:
Keep your information short and crisp. Show your knowledge but don’t tip your hand. It’s a delicate balance.
Dangle bits of information and use key words and phrases consistent with your targeted market segment.
Promise more information by motivating them toward next steps. “Click here to find out 5 more ways to drive your best customer away,” is a good tactic.
Communicating scarcity or quick action still works to compel readers to click (or act). However, if you overuse this tactic, your readers will quickly become immune to it.
People want to feel special. The more personalized your email is, the better. This means you need to segment out your email list. But that time and energy generally pays off.
If you are targeting Boomers, make sure you are speaking their language. Ditto for Millennials, restaurant managers, small business owners, or recent college grads with huge student loans. The more personal, the better.
So does using the unexpected in a new way. “How to break all the rules and still beat your savviest competitor,” is a great example of that. Be irreverent and have fun. You’ll come across as a company that will be fun to work with. And who wouldn’t want that?
Hot ad agencies generate a lot of attention. They always have.
Twenty-to-thirty years ago, the hottest firms tended to be the largest marketing houses. They had big hyphenated names and established themselves at elite addresses downtown. They had genius creative directors and the money to hire the coolest production teams. They generated quite a buzz. And companies flocked to them for killer ad campaigns, which gained a lot of awards.
But a funny thing happened along the way to the Addy Awards. Those large ad agencies began to lose their big clients to smaller agencies who were hungrier. The smaller ad agencies were more flexible, since they didn’t have to feed a huge staff. They were also more savvy and creative, offering more for their new clients, for less. So clients left the big firms and enjoyed being a big fish in a smaller pond.
The past ten years have seen the growth of smaller, quirkier marketing firms that specialize in things like tech, or industry, or not-for-profits. The firms are small and have colorful trendy names. They hire genius creative directors that communicate exceptionally well on social media. And they win a lot of awards. And attract a host of new clients looking for attention in a very distracted world.
The point is, there will always be a hot new ad agency generating a lot of buzz. And although it can be great fun to have your marketing done there, your company will find that it takes a lot of agency time and energy to maintain that buzz. A few clients of that agency will get great glossy, stand out work that wins eyeballs… and awards. But most of the clients will get to claim that the hot agency works for them, and get middling work. So after awhile, they will move their work to another hot ad agency. And on it goes.
Or not.
You could choose to hire an agency without a colorful name that isn’t trying to be the hottest new firm in the marketing world. A firm that provides you with solid marketing advice based on careful industry research, leading to memorable marketing directed to precisely the right eyes.
Sure, sometimes those ad campaigns will be quirky, visually stunning and even award-garnering. But not why we do the work.
At FocalPoint, we attract and keep our clients through dedication to our clients and impeccable work. That’s who we are and always will be.