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September 21, 2016

Is networking marketing?

At FocalPoint, we think it’s fair to say networking is on the marketing spectrum. After all, it is a way to get your brand or name out there using communication.

The biggest difference is that unlike paid advertising, networking is impossible to control. You don’t know what is being said about you or your company – or where your business card or a friend’s text may end up. Could be deleted or thrown out. Could be put to good use. Who knows?

Of course, there is always a chance that it could lead to a key contribution to your work, or can impact someone else in your network, or become a customer by virtue of their sphere of influence, network, or present job. And yes, they could also screw things up for whomever you connect them to, reflecting badly on you.

Most importantly, networking outside your usual planes has the potential to broaden your knowledge, gain new perspectives in life and business, and maybe help open doors for someone simply needing help to build a new opportunity. We’d say that’s well worth the effort.

August 12, 2016

How Hot Will Your Brand Be Tomorrow?

The hottest newest brand or brands attract a lot of consumer and media attention. When they’re hot. But whatever is hot today is rarely still hot next quarter.

Updates, fads and trends are coming faster and more frequently.

That’s why former hot brands like Dell soon get crushed by Microsoft. And Microsoft gets toppled by Apple. And Blackberry moves out of favor as iPod comes on the scene, and so on.

At FocalPoint, we think there is a lesson in all of this for the rest of us. As soon as a hot brand becomes exceptional, it’s hard to grow, move ahead and make changes. Why? Because the ‘wow’ is working too well for you at that moment, and it’s hard not to drink your brand Kool-Aid.

We think brand evolution and flexibility are the best responses to the ever-changing, fast-paced competitive marketplace. So we work with our clients to continually improve our client’s brand. Even when it’s hot. This is particularly true in today market. I just came from a speaking event where the subject was in part how the product lifecycle has changes and you really do need to be reinventing your product or service while it is still a hot commodity.

We want to be sure our clients’ positioning re-earns attention and re-connects in new ways so it stays in line with what’s important to their customers.

We make it a point not to drink any brand’s Kool-Aid here.

August 2, 2016

Big picture. Small steps

Spearheading a new product launch or marketing initiative? Although all of us understand change is ubiquitous and needed, it does seem to be in our very nature to resist it. And that we all do, in big ways and small.

If the marketing launch you are undertaking is massive, here at FocalPoint, we recommend taking small steps from the gate. Here’s what we mean:

For instance, separating communication about the initiative from action. Start by outlining what’s changing and provide a clear “why.” Customers, staff, senior advisers and folks on down the line – even the voice in your head – all need that.

Follow that first step by parsing out a series of additional ‘bite-sized’ steps, and attach a dateline to each. This way, you can provide those in your organization with a chance to taste success one step at a time, and build confidence along the way.

Every couple of weeks, provide a status update and remind your team (and your customers, as appropriate) of the big picture.

Breaking any big marketing change down into smaller elements while keeping the big picture in mind can help everyone in your organization appreciate the ultimate goal, gain positive momentum and contribute to its ultimate success.

June 6, 2016

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.

May 6, 2016

Shaking it up

Do you want your marketing to fit in with everyone else’s? You want to stand out. Get noticed.

We thought so.

At FocalPoint, we know it takes real work to become a stand out. It takes questioning basic assumptions and trying a few crazy new ideas to create something different. Something of value.

If you have a vision that’s different from the norm and a passion that pushes you to move forward with it, here at FocalPoint, we consider that a gift.

We like to work with the movers and the shakers in the business and tech world. We enjoy working with folks that aren’t looking for different just to be different. Like us, they are looking for different to be better.

If that sounds like you, let’s shake a few things up together.

May 4, 2016

Getting it right

Attention to detail is big for us at FocalPoint.

We believe in getting things right. The first time.

And – what we seek to get right that first time matters more than just about anything else. Like what’s really important.

Really important like…

Creating a product or a service you are truly proud of
Addressing a workable business plan that meets a real need
Hiring a team that cares about the dream and the details
Building shrewd creative marketing around your business model that will speak to your mission and your audience

About that last bullet point…

FocalPoint creates marketing strategy with an end point in mind. The tag line won’t simply be ‘catchy.’ It will support that business plan you lost sleep over.

We understand that there will be endless details to get right before you launch your web site and your social media plan. That’s the ground point where we work best together. Before you have something that you’re truly proud of. That’s an ideal place for us to be. So together we can create, double check, test, and launch with more than just a hunch.

We want to get things launched right— right alongside you and your team. Greeting success together after hard work ironing out what’s most important.