The Silver Bullet

The Lone Ranger was one of those classic television programs that my brother and I loved to watch with our parents while they reminisced about their childhood. I loved the thought of being smart and strong enough to live alone on the range while making it safe for settlers.

We all have days where we feel like the Lone Ranger at work.  Colleagues aren't pulling their weight. Customers are complaining. The computer keeps crashing.  Its all on you to solve the issue of the day.  Yes, we've all been there.

You are riding high on your horse and can see the problem at hand. As you wind through the canyon, you reach for the "Silver Bullet" ....the one tool that has always worked.  It the the ultimate solution that always reaches its target.  You load your weapon. (Sorry I don't like guns either but it works here folks.) But the target has moved. The target will not stop moving. You only have that one silver bullet, that one opportunity to change the future...one chance to stop those bandits who are going to hop the train and rob it.   If only the Lone Ranger had other options than the Silver Bullet.  One bullet, one chance is not enough. Oh the drama of it all.

As I take a look at some marketing programs I realize that many companies that are still banking on that Silver Bullet to work. In the past they utilized one or two methods of communication to reach their audience.  They now realize that they've lost market share and turn to me to find out why and to regain their footing.

The simple answer is that they were too busy polishing their bullets to anticipate change.  While they were writing their newsletter and placing ads in trade publications, the competition was reaching customers in a more innovative and organic manner.  They are using social media, advertising, direct mail, media relations, face-to-face marketing, and much more.

Its understandable that you might not be convinced that tools like Twitter, LinkedIn, Facebook (and others) are the "Silver Bullet" for your marketing program. Folks, there is no silver bullet. Your customers are out there communicating in a variety of methods just like you.  If you want to reach them you must incorporate a variety of communication tools into your communications plan.

The Lone Ranger totally missed the train, the silver bullet didn't work, Silver the horse is going to be put out to pasture. Please don't be the Lone Ranger.  We'd like the train to reach its destination.

What Are You Thankful For?

Thankfulness.

Two years ago I began a project.  It was just after the Presidential election and there was a feeling of hope encompassing the country.  I spent one day going around Atlanta asking random strangers what they were thankful for.  I finally compiled those interviews.  From professionals to the homeless...we all have something to be thankful for.  I feel that right now we need to remember more than ever.

Please pause this week to remember what you are thankful for.

Happy Thanksgiving.

~ Beth

Just Do It with some Entrepreneurial Spirit

That now famous line from the Nike ads, Just Do It, applies to life and business.

People always ask me how I do all that I do.  Granted being a single mom with a small business isn't an easy task but for me  it's simple - I just do it. I get up in the morning work on my business, find another client, send out a press release, update social media, take care of my child and myself....I go go go.   Giving up isn't an option.  But for my friends who live a more traditional life - it's like running the New York Marathon. They could do it but the fear of dying in running shorts keeps them on the sidewalk.

Granddaddy Hawks
drove around the SE before
the interstate system and
sold padlocks

This contrast makes me think about what so many call the "Entrepreneurial Spirit."  Most everyone in my family for generations have had their own business - manufacturing, grocery stores, boat captains, farming.  Those who didn't have their own business were in positions where they controlled their destiny.  We've had quite a few sales persons on my family tree.  Imagine how many pad locks my grandfather had to sell to support his family after the Great Depression.  Now that's an entrepreneurial spirit. 

I think this same drive or spirit is what has help chose my career path.  In PR you can't give up when an editor tells you that your story is just plain stupid. You have to go go go go until you find the one who is interested in the story. I learned this with my first media pitch where the assignment editor told me that a big murder case that had just been solved and that was more important than vacationing in Georgia.  Agreed.

Most of my clients have the entrepreneurial spirit and their own business. I'm often play the role of therapist as they talk about their spouse's concerns over spending their retirement money on a big dream.  It's that dream that keeps the spirit alive and gets people like us out of bed and continuously moving forward.

Having an entrepreneurial spirit doesn't always mean that you have your own business.  For some it means that you do something out of the norm like my grandmother Lottie who left home in 1921 at 16 years old to move into Memphis and learn to be a secretary - a career that served her well her entire life. The entrepreneurial spirit can manifest itself as a person who never gives up on life or has a positive outlook. 

It's my entrepreneurial spirit to fulfill my dream that helps me look into the face of defeat and see opportunity.  It's what makes me know that I can accomplish the nearly impossible.  It's why I commonly hear words from those who don't know me like "I've never seen" or "I can't believe" or "You are so dedicated".  My clients here these same phrases.  We let them roll off our backs because we have a dream to accomplish.

Where did I and so many others get this spirit?  I don't know.  But I can tell you that it is part of our DNA.  It's in us forever. 

What can people who weren't born with the entrepreneurial spirit do to get it?  Maybe they should wake up an hour early, put on some running shorts and Just Do It.  It really isn't that hard.

The Power of Video

Video - a powerful communication medium.  There's no argument about it.  And with all the social media tools at our finger tips, video is everywhere. 

Recently CoreComm PR has received requests from clients for short promotional videos. With all the technological advancements of the past few years, video production has become more budget friendly than ever before.

We recently completed a series of videos for The Core, A Pilates Studio in Roswell, GA.  Here's a sample of the type of thing we are doing these days. 

More on video soon.

Marketing: What's the Law Got To Do With It?

Marketing. We see it around us everyday. Professionals charge for it. Many wonder why pay a professional when it looks easy enough...website on Yahoo, blog on Google, Facebook page, brochures at Kinko's.  Some business owners think they can handle marketing themselves until one innocent mistake lands the company in a legal mess.

What's law got to do with it? Everything. And a marketing professional knows how to protect businesses from needless litigation.

Every company no matter how small or large must follow simple rules when marketing itself. One false step could mean the end not only to the marketing campaign but the business.

Photos & Videos - Every company needs to obtain permission from every person whose image appears on their website, Facebook page, brochures, presentations, etc. The same goes for logos or identifying marks of other companies or their products.  This permission needs to be in writing and give the company all rights to use the image. Once an image appears online, assume its out there forever even if you try to remove it.  If you or your employee posted it, your company is responsible for the image being online.

Testimonials - Recommendations of customers are powerful.  Before posting a sentence of praise from that thank you letter on your website, the author of the letter must be notified and approve of this usage.  While they may be thankful for the wonderful job you did for them, they may not want others to know that they used your services or be associated with your company going forward.  Its their name and they have control over how its used.  And don't think about posting that testimonial without identifying who said it. That hot water can really burn you in the public eye.

Claims - We want to let everyone know how wonderful our company, product or service is and how it will change their lives. We are utimately selling a product afteralll. In marketing we talk about the attributes and benefits of a product but should not make a claim.  A new drink may have less in calories but it won't make you thinner.  Think about the old fashioned "snake oil" salesmen.  They claimed that their products would cure every ailment under the sun but rarely did.  Many who dip their toe into marketing make the mistake of claiming that their product will perform a miracle and when it doesn't....they hear from customers and the attorneys.

Don't end up in a legal mess from an innocent marketing mistake.  Consult a marketing professional and ask for guidance before its too late. While we may not have gone to law school, we've worked with plenty of those suits and know how to protect you and your company.

The Changing Face of Marketing

Marketing...you know it when you see it - or maybe not.  Marketing is changing and evidence of this evolution is everywhere you look. 

Yesterday I noticed live Tweeting from the local American Marketing Association meeting. (I was shocked because usually I'm one of the few people tweeting from traditional marketing events.) The tweeter posted "Marketing has shifted from persuasion to authenticity." I retweeted "That's called PR folks."  For us marketing pros who have concentrated in the public relations arena we haven't shifted - its that the rest of the marketing team is finally getting on board the PR train.

For those lay persons who aren't familiar with the different functions, tools and theories in marketing I'll explain the differences in easy to understand terms.

Persuasion marketing - Hey customers you need what I've got.
Authenticity marketing - Hey customers we are what you need.

You can think of these differences in marketing like one of America's most contrasting tourist destinations - Las Vegas. Consider the neon Las Vegas Strip with man made bright lights and physical and mental excess.  Then consider Red Rock Canyon Conservation Area outside Las Vegas.  They both draw tourists to the area, just different kinds. Take your pick...which Las Vegas do you want.

Evidence of this "shift" can be found right here on the internet.  Yes folks that Facebook page, LinkedIn profile, blog, and even that funny viral video is all a function of public relations.  The rest of the marketing team is trying to steal our "tools" but the honest truth is that they don't know how to use them. They recognize that they are powerful but they have to turn to PR to learn authenticity.

Smoke and mirrors don't work with social media. Angry customers fight back and call you out.  What are you going to do sue them? You want to calm them down, win them over, use their remarks for the greater good and showcase the best about your company. In short - you want PR.

Companies who were raking in the bucks for years have now been called out by Congress and the public for their unethical behaviors.  These companies have had to turn to their PR team to refocus their image away from the jet-set lifestyles that were called out by the press. Their marketing strategy has had to follow PR.

After years of running up credit card bills with a consumer lifestyle that I call a "neon" lifestyle, America is ready to dim the lights on the strip and see companies as they really are.  They want to know who they are doing business with and why. They want to look you in the eye and know they can trust you. In short, they are ready to climb the Red Rocks after too much of the lifestyle of the Strip.

Are Your Marketing Messages Like Stale Bread?

Stale bread...it still looks great on the table but the minute you touch it you know you don't want to eat it. The same thing applies to stale messages.  They look good when leaving the C-Suite or marketing office but they lack the relevance to really grab attention. The messages are hard, tasteless, crumbly and make a huge mess.

Recently its been brought to my attention that over what I'm calling the "economic break" (like Spring Break but not as much fun) that many organizations had shifted into neutral and have suddenly found themselves with a boring or stale message.  Unfortunately they discover this after numerous failed communication attempts with low response from their target market.

I'm asking all of my clients, friends and even family to step back from their current marketing messaging and reevaluate what they are saying and how they are communicating with their customers. People, the game has changed, the world has changed...for the good I believe. Time for you to change with it.

Since I work primarily with entrepreneurs, they are eager to make the sale and don't want to spend a year revamping the entire marketing program.  Recently a few clients have listened to me and have taken steps to find out how the world has changed for their organization.

A few steps you might consider:

Customer Survey - Go ahead and ask your customers what they think, what they want, what has changed. They will appreciate you asking them. It will also remind them that you are around and ready to work with them.

I helped a client write the questions and she had her team administer the survey.  We've tweaked her messages (and product offerings) accordingly.

Purge - Cleaning the house is never fun but it is always rewarding in the long run.  Gather your team together including marketing, PR, sales, customer support, etc. and have them review your current message bank.  Openly discuss what your clients have been reacting to the past six months and what messages have been just dying and wasting everyone's time.  Get everyone on the same track communicating the same messages.

Recently a client did this and easily revamped their sales collateral to become more relevant for their customers. The phones started ringing again.

Review the Tool Box - The communication tool box has gained a few new tools over the past couple of years. You've received friend requests on Facebook, you're "Linked" to your associates and you might feel like saying "Well, Tweet This" to your communications team.

It goes back to the same sales theory as has always existed....get in front of your customer, pitch your wares and ask for the sale. Don't look at social media or direct email marketing as something that totally replaces your previous marketing tool box. Consider the addition of electronic communications to your marketing and sales mix where it makes sense.  Companies no longer can afford to pay a sales person to knock on every door but they need to communicate to their customers.  Tools like Twitter, Facebook and LinkedIn are also a wonderful way to listen to your customers and gain intelligence on the competition.

A client recently wanted to test a new sales idea. I developed an email blast to their target audience which was well received.  Now the company is putting more energy behind sales to a new group of clients that they hadn't considered previously.

For another client I learned that a hot prospect would be at a fundraising event that we were attending.  The client was able to prepare to give a soft pitch at the event and further develop an important relationship.

Folks the time has come to go back into the kitchen, bake some fresh bread and maybe add some raisins to those scones.  (I prefer golden raisins.)

Big Blue Marble Day - Marketing Ploy or Celebration?

Today is Earth Day.  I'm glad there is a day designated to the Earth, trees, wind, rain, water, rivers, mountains, snow, sun, flowers, grass..all the things I love.

I often wonder why our holidays are primarily about our country and religion.  Yes there are things like Mother's Day and Father's Day.  Groundhog Day is great except for that whole pulling the groundhog out of the ground and scaring him to death thing.

I love the Earth and I'm glad there's a Day...but how do you celebrate it? Is it just a giant marketing gimmick or is it a day that makes people really think about Mother Earth?

People often ask if I'm green. (I reply that I'm a dark beige with some spots of taupe and chocolate brown spattered around.)     Yes, I guess compared to some I'm green.  I was brought up that way and remember the day when in a church vacation bible school class the correlation between religion and the environment was introduced to my tiny 5-year-old mind.  I've hung on tight to that ever since.  It makes me whole.

Then why do I feel so conflicted today?  I'm at my desk trying to choose between four different lunchtime "celebrations" and don't feel that any of them are genuine. They are all peddling something...a company, product, etc.  Being in marketing, I should be comfortable with that but I'm not.

The public relations professional side of my brain tells me that even if these folks are peddling their wares that it is a good thing to introduce the concept of caring for the earth to people. Many public awareness campaigns I've worked on started this way.  Someone has to pay for all these good messages to make sure they get out to those who need it.

I just want to get out on the river and paddle. If I do that I'll just see the plastic bottles floating about and get sad.  (BTW a client's product that collects those bottles made it to the CBS Early Show today) http://www.cbsnews.com/video/watch/?id=6421126n&tag=api  .

For Earth Day I'm writing this blog. I'm asking you to stop and think about Earth Day and what it means to you - if anything.  All the bright shiny objects that are being dangled in front of you today. Are they worth the trade off to get just one more person recycling, composting or driving less?

In the long run the concerts, Facebook posts, lunches, and dog and pony shows are worth it to me.  Some people weren't fortunate enough to be in that VBS class at Brookhaven Christian Church in 1971 and they didn't have a garden in the back yard.  We've got to dangle something in front of them just to get their attention.

What's your opinion?

Reenergizing Biz by Taking Care of ME

Okay I'll admit it...I lost my groove a few weeks ago. No blogging. Less Tweets. My right arm feels like it has carpal tunnel from just having my hand on the mouse instead of the keyboard.

Like many small business owners do from time to time I had fallen into a daze and stopped moving forward.  Granted it was somewhat warranted with a parent having a heart attack, my kid struggling in a few classes, being sick a few weeks,  the horrible extended winter in Atlanta and the fact that some of my clients were struggling too.  I'm sure you can relate.

No matter what the situation a business owner just can't ignore their business or it will fall apart. I knew this and was desperate to get back in the groove. So I tried the usual stuff for me -

I tried writing.
I tried blasting loud music.
I tried networking.
I tried making lists.
I tried reading motivational and inspirational literature.
....and more.

Nothing worked. I finally gave up and gave in.

I left the office early and went for a long long walk by the Chattahoochee River. When I pulled in the parking lot there were ducks swimming in a puddle instead of the river. The water was moving fast from the recent rains. People were happily chatting. I was happy and energized.  I wanted to work.

It occured to me that I simply had forgotten to take care of myself. How could I take care of my business and clients without taking care of myself.  Over the last few weeks I've left the office early on slow days so I could ride my bike on the Greenway. I've ordered great organic foods and tried new receipes. I've also done the most reenergizing thing for me -- started my vegetable garden.

The results of those dinners, rides and digging are new clients, new business leads, open dialogue with clients and a much more clear vision of what I want for my business. 

Today I'd like to encourage YOU to take a walk outside instead of staring at that computer screen. It might just have a huge result on your bottom line.

What's in a Name?

Do we need these names, labels, brands? At lunch today an associate said that he was concerned that the trend of "unbranding" or "private labels" on the grocery store shelves might spill over into other areas of our lives and become a trend. I have to say that a "private label" on the grocery shelf is still a label and extension of a brand created by the store.
I contemplated the possibility of no brands and impact on our daily lives. My thoughts went something like:

"I need a hotel for my next business trip to Wichita. Who do I know who has a relative there who can recommend a clean & safe hotel?"

"Just give me the black tires."


"I remember some strollers were recalled for folding with the kids in them. I hope Johnny isn't sitting in one of those."


"I like beer. It is all is the same."

Okay I might have taken the last one a little far but we can all agree that brands help us be informed and make purchasing decisions. Branding sells stuff.

In America the brand wars between things like soft drinks, computers and cars has gone a little past helping consumers make an informed decision. These brands can define a person, their ideas and their socio-economic circle. We see those people with the little apple stickers on the back of their cars. All the luxury cars are parked by the valet right next to the entrance of the restaurant. Let's not even go towards the Coke/Pepsi debate. I live in Atlanta.

If branding is such an important part of our daily lives then why are there still businesses and organizations who don't take a careful strategic approach to creating their own brand? After all...if the bag just said "chips" on the store shelf you wouldn't know if it was potato chips or wood chips.

Small and mid-sized businesses need careful branding even more than their larger counterparts. Customers (b2b & b2c) rely upon clear concise communication to learn about what you can do for them and why they should invest in your company's products or services. You must communicate and do it well...if not a competitor will and take the sale. There is no better way to deter a potential customer from spending their money with you than by not communicating your brand - virtually hiding and taking your products off the shelf.

I shared this hiding theory with a client recently who told me that they hadn't been hiding from customers...that customers knew where to find them. I had spent months helping to define their brand - creating the logo, website, talking points and position in the marketplace. I'd written press releases and articles on their products. I created videos and took pictures. I wrote strategy. They have the tools and now its time to use them - not wait for them to call you.

This same client told me five minutes later that he had received calls from potential customers immediately following the email blast that I created for them. I count that as a success in my book. They used the tools, communicated their brand, customers understood and wanted their products and responded.

Now its up to them to close the sale.

Are you ready to close a sale?

Do What You Love...And Keep Loving It

Over the past week there has been a constant theme running through my life and work..."Do What You Love."

The problem is that when a person makes the leap to make what they love their life's work that they often are saddled with additional duties that they loathe in order to make doing what they love happen. Stress and stagnation in a business often follows because people have the tendency to avoid certain activities that simply are a necessary part of business. Then the entire house of cards falls because they didn't take care of every aspect of the business.  The business wasn't nutured properly. Can you follow that? Does that sound familiar?

Some people loathe a task so much that they even avoid hiring someone to do it for them. They just ignore it and hopes that it really isn't necessary. This week I've talked with people who are avoiding the following knowing that it will be detrimental to their businesses:

accounting, billing, taxes
sales calls, sales emails, sales letters
collateral materials, website redesign, promotional materials
media relations, social media, blogging, any sort of public mass outreach
networking, connecting with others live and in person
strategic planning, non-strategic planning, keeping a calendar, making any goals at all
....and more.

I understand that in this still recovering economy that people don't have the cash flow, they can't do everything, they have to cut back. Unfortunately some businesses are simply cutting OUT what they should have simply cut back.

These same people are now freaking out because they have a year's worth of accounting, marketing, networking or planning that has been missed and their bottom line is suffering because of it. They are ready to throw their dream of doing what they love away and think it isn't possible.

What I've learned is that you can do what you LOVE but you have to ask for help from people you trust to keep the other areas going. Please don't wait until you have an entire year of receipts, no new business contacts, clients have forgotten about you, or you no longer love what was once your passion.

Just like in a relationship with a human, the relationship with your business needs to be nurtured in order to grow.  You don't have to anything extravagant...no trips to Paris on a private jet. Just make sure you pay attention to the needs of your business so you can stay in love into the golden years.

Dogs, Balls & Social Media

While driving to work this morning a client called to share a recent story from the office. Of course there's lesson to be learned and so it is going to be titled "Dogs, Balls & Social Media."

My client was looking to forge a business partnership with a gentlemen in another country whom they had not met. In preparation for the meeting they were searching online for any information on the man outside of his business website. (A practice I encourage by the way.)

They stumbled upon the soon-to-be-associate's personal Facebook page which was not secure and personal. His profile picture was of his dog's balls. And not the kind that you see in this picture.

Everyone in the office immediately pulled up the man's page and began laughing at his sense of humor. While they found out that they in fact had something in common (a warped sense of humor) the question is: Is your dog's genitala the first impression you want to make? In most cases the answer is NO.

This senerio could have easily gone the other way and a prospective business associate could have been turned off and the meeting even cancelled. As it is now - everyone from the accountant to the president of the company will first think about dog's balls when they think of this man instead of the fantastic product that he developed.

The lesson is that nothing online is private or personal. Absolutely everything you post will be seen. Please make sure to cover your balls next time.

Create an Opportunity

Last week I traveled to Washington DC for a client - ZiptoGreen. This client has a wonderful new website that helps homeowners become more energy efficient. I've worked with this messaging for about five years and know that it takes something amazing, shocking or newsworthy to cut through the clutter.

ZiptoGreen has assembled a terrific team of marketing pros to create opportunities to grab attention for the company. We are thinking outside the box & bulb when it comes to this client.

While in DC we took the ZiptoGreen Zip Zappers around the city and asked people to sign a pledge to be more energy efficient. Of course our sleek green people with Watts Wands and electric meters around their necks attracted much attention. While in front of the White House a photographer from Roll Call newspaper snapped a few shots which appeared in the newspaper the next day. The newspaper is the official newspaper of Capitol Hill - a target market for ZiptoGreen.

Later that day we launched ZiptoGreen nationally at the National Press Club. The energy and excitement generated by the minds in the room was enough to light a city. Great minds and people all coming together with a common cause - reduce energy consumption.

In DC we created something - started a movement - used our creative energies to launch a company. Check out http://www.ziptogreen.com and create your own energy efficiency plan. Look for more great things to come.

Social Media - It Works Folks

I still hear those social media doubters from time to time complaining that Facebook, Twitter, Linked In etc. are just great time wasters. As a communications professional I've never doubted any tool or tactic that enables you to control your message and distribute it to the masses. I'd like to share my recent social media experience with a client The 57th Fighter Group Restaurant. This restaurant is reopening after approximately three years of being closed. It was a neighborhood favorite and beloved by many through out Atlanta. Rumors about the reopening were flying about, reports on the internet, calls to the local airport (next to the restaurant), people stopping by asking for updates. It was total confusion. About five weeks ago I started a Facebook Fan page for the 57th Fighter Group Restaurant - invited my friends, posted info on the reopening and link on neighborhood and related pages, etc. I've posted an update every 4-5 days on the Fan page. I've posted pics, comments, and even a video I made from the Taste of Chamblee. The restaurant now has more than 500 fans...and it hasn't even opened yet. People are sharing their memories and pictures of the past. Some fans are making special food requests, booking events, and rallying their friends to hit the dance floor the minute the restaurant opens. (Which we all hope is soon.) Last Friday I tweeted that I was headed to the restaurant for a "pre-opening" food tasting. It was retweeted by a few others. The phone at the restaurant started ringing with people wanting to reserve a table. They had seen my posting on Twitter. Hey folks...social media works. Yes, it can be a time waster if you don't have anything of substance to post, tweet or like. Give me a call to find out how social media can be incorporated into your marketing plan.

Thinking outside the box - or power meter

CoreComm PR has a new client with a message that's important but one that people just don't want to hear --- energy efficiency. I've been working with this topic for five years now. I've learned that people really want to know what's in it for them. In this case they can save money - saving energy is the secondary message.

At the Zip to Green (www.ziptogreen.com) launch party last night the crack marketing team comprised of CoreComm PR, Tin Roof Advertising and Design Coup unveiled a team of characters to help keep energy efficiency top of mind --- The Zip Zappers. The idea is that they zap people who aren't using energy wisely and they remind people that energy efficiency is important.

Over the next few weeks we will be polishing up the Zip Zappers before they take to the streets of Washington DC. We have big things planned for our nation's capitol - including a press conference at the National Press Club on Oct. 6.

More info to come.