Don’t Let Your 2016 Marketing Goals Get Derailed

Don’t Let Your 2016 Marketing Goals Get Derailed

A few weeks ago, I talked about the importance of setting your marketing goals for the New Year so that 2016 is everything you hope it will be. Now, just one month into the year, let’s take a look at those goals to see if you’re on track to achieving the objectives you set for yourself. Why now, you ask? Isn’t one month a little too soon? Not necessarily. Those goals were your version of New Year’s resolutions, and research has shown that a good chunk of people can’t get past the first month when it comes to sticking to their resolutions. In fact, a few years ago the University of Scranton conducted a study that showed one-fourth of people who made resolutions couldn’t keep them for even a week. Yikes! And by the first month, more than one-third failed to stay on track! Yes, more than we would like to admit, those good intentions on New Year’s Eve often evaporate as soon as the day-to-day reality of what needs to be done to achieve them sets in. Hopefully, you’re doing better than those poor souls who suffered resolution let down! But be warned – as the University of Scranton study shows, human nature makes it much too easy for us to abandon a lofty ambition that we so recently considered important. So let’s consider a few things for staying the course with your marketing goals – and maybe even improve on them: Revisit your plan. Take a look at what’s working and what isn’t. Get rid of the parts that don’t seem to be achieving what you desired...
How Identifying Your Passion Helps Promote Your Brand

How Identifying Your Passion Helps Promote Your Brand

I love it when I speak with CEOs who understand they need to venture beyond their corner offices and be the face of their companies. They know if they can convey the passion they feel for what they do, that will go a long way in stimulating interest in both their personal brand and corporate brand all at the same time. Unfortunately, not all CEO’s get that. Then there are others who do get it, but aren’t as comfortable pulling it off the way, for example, folks like Richard Branson and Elon Musk are. Last year there seemed to be a lot of talk about the importance of personal branding and I even wrote about it myself. But it’s important to remember personal branding isn’t just about shouting to the world, “Look at me!” What it’s really about is letting the world know who you are and what skills or insights you have to offer that will help them. Lee Iacocca set a great example of this early on as a CEO who understood the need to be the face of his company. It ultimately enhanced his personal brand while promoting his corporation’s brand. For those of you who are too young to remember (like some of the millennial members of my team!), Iacocca headed up the Chrysler Corp. from the late 1970s into the early 1990s, most famously playing a critical role in saving the automobile manufacturer from bankruptcy. The Iacocca personal brand and the Chrysler brand were inseparable, and both thrived as a result. Another master at mixing personal branding with corporate branding was Dave Thomas, the...
Mice, Men And A Marketing Plan For The New Year

Mice, Men And A Marketing Plan For The New Year

Welcome to 2016! I don’t know about you, but I love fresh beginnings and I think it’s natural to start each New Year with a sense of optimism and a healthy dose of enthusiasm. After all, that new calendar brings with it empty square after empty square of exciting potential, with each day, week and month waiting to reveal what’s in store for us between now and the next time the ball drops in New York City. But with that said, whether this year turns out to be as wonderful as we hope, it could come down to how well we plan. And that’s especially true with marketing, because if you want to reap the rewards of your marketing efforts in the coming months, then now is the time to plant the seeds. Why do I say that? In my experience with my own business, I’ve found there generally is a several weeks lag between the time a marketing strategy is put into play and the time when that effort has a measurable effect on sales. So, if the marketing campaign generates a good response, I can always estimate when our sales will be up. The reverse is true as well. If the marketing effort falls short, and I don’t immediately take corrective measures, I can too easily predict when sales will be lacking! That’s why there’s no time like the present to get your marketing effort in gear so you can lay the groundwork for success in meeting your goals as the year progresses. As you do so, here are a few points to keep in mind so...
When It Comes To Marketing In 2016, Your Future Won’t Wait

When It Comes To Marketing In 2016, Your Future Won’t Wait

As 2015 draws to a close, many businesses are no doubt setting goals for 2016 with the hopes of making the New Year an even greater time for their brands than the outgoing one. If you, too, are in the middle of doing that, allow me to make a suggestion: Don’t forget to include marketing in your goal-setting agenda because, unfortunately, that’s one area that often is overlooked and underrated. Of course, let’s face it. You and I both know that it’s one thing to make resolutions or set goals for the New Year, but it’s quite another thing to follow through on them. Individuals swear that in the coming year they will take a 30-minute walk every morning or cut out those late-night snacks, but before January turns into February those high-minded resolutions are abandoned and old habits return to kick out the new ones. Professional goals – for your business or you as an individual – are much the same if we aren’t careful. We begin the New Year with high hopes and determination, only to return to the usual routine as if it’s our default setting. But frankly you can no longer afford to do that with public relations, which is becoming more relevant than ever, especially because of the online opportunities that abound and the fact that consumers head to the Internet to gather information before making a purchasing decision. When potential customers or clients type in search words, you want to be in the mix of what shows up, and the greater your publicity efforts the better chance you have of that happening. So...
Trump, Carson And The Power Of Books As Marketing Tools

Trump, Carson And The Power Of Books As Marketing Tools

For years I have urged clients (and non-clients for that matter) to write a book as a way to define their brand and their message. My point has always been that when you can promote yourself as a published author, it gives you added credibility with the media and is much more impressive than a business card when reaching out to potential clients or customers. As it turns out, even presidential candidates see the value of a book as a marketing tool. In case you missed the news, Ben Carson and Donald Trump both just released new books. Carson’s is titled A More Perfect Union: What We the People Can Do to Reclaim Our Constitutional Liberties. Trump’s is Crippled America: How to Make America Great Again. Carson and Trump now have this additional way to get their political message out, much the way they do with stump speeches and TV commercials. In their case, a book displayed in a book store also serves as a miniature campaign poster, so the book cover is useful even if people don’t read the contents. That two leading candidates for president would decide to publish books validates what I’ve said for years. A book serves as an instant introduction to your thoughts, feelings, expertise, know-how, advice, wisdom and personality rolled into a neat 200 to 300-page package. Whether you are looking for votes, new clients or to be positioned as a leader in your industry, a book helps pave the way to accomplishing your goals. “That sounds great,” you might say. “But I’m not Donald Trump or Ben Carson. I’m also not a...
Matching Your Message To New Year Resolutions

Matching Your Message To New Year Resolutions

The end of the year can get hectic. Traveling. Baking. Decorating. Gift buying. All those activities and more can occupy much of your time even as you’re still trying to keep up with the usual day-to-day responsibilities. With your attention drawn elsewhere, it’s easy to let excellent PR opportunities slip by and be gone forever – or at least for another year. I don’t want to see that happen to you, so before you get too caught up in the hustle and bustle, let me remind you that now is an important time to try to think like a newspaper editor, TV producer or radio show host. As the New Year approaches, the media love to focus on resolutions, whether it’s a print publication listing tips on how to break a long-time habit, or TV and radio show hosts interviewing a financial planner on strategies for those who resolve to rid themselves of debt. If you have a book, product or service that can be tied into New Year’s resolutions, now is the best time to make yourself known to the print and broadcast media before they book other people instead of you. Because believe me, there will be plenty of competition for the limited time slots and print space. Journalists and producers are unlikely to need or want you if they already set up an interview with someone on your topic. You want to be first in line! Some of the most common New Year’s resolutions, of course, involve eating healthier or exercising more. (Not that we are all that great at keeping those resolutions!) But there are...