win inside the box

 
You’re over-thinking it.  You’re banging your head against the wall trying to figure out how to “think outside the box” and come up with a “WOW Factor” that will differentiate you from your competition.  “What can I do that’s really different and exotic that no one else is doing?  Hmmmmm......”

 

You want a WOW Factor?  Here’s the ultimate WOW Factor:  deliver on the customer’s most basic expectations better than everyone else and do it every single time.  

 

The sad, cold, hard truth is that people and companies who are chasing the wild goose of WOW Factor are doing it because they can’t win on the basics.  Because they can’t differentiate on price, quality, delivery, or service, they have to find a gimmick that they hope will pull their butt out of the competitive fire and win customers.

 

Thinking outside the box is all well and good.  But here’s the deal:  if you win INSIDE the box - if you can actually do a better job on your customers‘ basic expectations - you win it all.  Game over.  You get all the money and you live happily ever after.

 

You may be thinking, “No, Joe, it can’t be that simple.”  YES!  It is that simple.  The reason you’re not doing it is because it’s not easy.  In fact, it’s hard as hell to be better on the basics than the other guy.  But it’s where you get your greatest return.

 

Look at Zappos.com.  Their sales are over a billion dollars a year.  Their customers are wild, raving fans.  Amazon bought them for a billion bucks a couple of years ago.  You want WOW Factors?  Zappos is a company built on WOW Factors.  And here’s where they win: speed of delivery, free shipping, a great return policy, and fantastic customer service from their call center.  They win inside the box.  Nothing exotic.  Nothing edgy.

B-A-S-I-C-S.  

 

Want more?  In-N-Out Burgers (great hamburgers and sparkling clean restrooms), FedEx (dependable delivery), Apple Stores (they help you do cool things with their stuff), and the list goes on and on.

 

List the three to five most basic things that your customers expect from you.  Pick one.  Improve your performance on that basic expectation by 20%.  Then move on the the next expectation and improve on that by 20%.  Do this constantly and forever.  

 

You win. Game over.

Barktitude

Stephanie Melish, Sales Barista

A few months ago, I stepped into a big, brown, round, smelly piece of fluffy goodness. His name is Dunkin, yes like Dunkin Donuts (ssshhh...don't tell Starbucks!). Dunkin is just how his name sounds, a goofy, dunce-like, happy-go-lucky, slightly lazy, chocolate labradoodle. He's also the best teacher I've ever had.

Ever see the bumper sticker, Wag More, Bark Less? That's Dunkin. He's a wag more; bark less kind of a dog, as most dogs are. And he's a prime example of how we should all be walking through life.

Here are the Top 10 lessons Dunkin has taught me:

1. Unconditional love - Pets are amazing at how freely they give you love. They love you in the morning, afternoon, and night. They love you regardless of your flaws, your imperfections, the way you dress, or the way you talk. They are beautiful creatures that love you and never hesitate to show it. How unconditional is your love?

2. Pure happiness - Dunkin is a happy dog. He is always smiling, yes he smiles. He displays a spirit of pure happiness no matter who, or what, is around him. His happiness is contagious. Is your happiness contagious?

3. To prance - Dunkin doesn't just walk; he prances. When he retrieves, he hops, you know, like a bunny does. He lives in this world with full excitement and isn't afraid to show it. Do you prance?

4. Play hard - When its play time, Dunkin goes all out. There isn't one ounce of him that isn't 100% committed to the task at hand, whether it's retrieving his favorite stuffed monkey or chasing after the neighbors cat, Kramer. He puts it all out there and he has fun while he's doing it. How much effort are you leaving on the table?

5. Eat only when hungry - Go ahead and chuckle, but it's true. In a country of over-indulgence, it's easy to consume more than we need. Hey, where did those extra 10lbs come from? With Dunkin, I can put a bowl of food in front of him and if he's hungry, he eats, if he's not, he leaves it there. He has self-control, something many of us struggle with, not just with food but also in life. How over-indulgent are you?

6. No prejudice - Dunkin loves everyone equally. Maybe it's because dogs are colorblind, but he jumps, licks and mulls over everyone equally with his excitement to see them. He doesn't care about size, gender, race, or hair-cut and he greets everyone as a friend. Judgmental or friendly, where do you stand?

7. Never give up - When Dunkin wants something, he doesn't stop until he gets it. Maybe it's his toy that's stuck under the couch, or his constant placing of a toy in my hand so I'll throw it for him, regardless of what he wants, he's not stopping until he gets his way. How many times do you give up?

8. Wag more - There's no lack of wagging with this dog. The epitome of a positive attitude, we can all stand to learn the lesson from Dunkin. He chooses to wag more often than not. He chooses to see the good in everything and rarely takes notice of the negative, if ever. How's your tail wagging these days?

9. Bark less - It's a rare occasion to hear Dunkin bark. Usually when he is warning us of what he assumes is danger - the UPS woman coming to the door is his favorite. Dunkin's instinct of something dangerous is a good reason to bark - but that's the only time. How often are you yelling, screaming, or being negative when it's not necessary?

10. Give more than you take - Probably the most profound of the lessons I've learned is about how Dunkin gives much more than he takes. He gives more love, more energy, more cuddles, more licks, more wags, more burps (yes, he burps!), more everything and expects nothing in return. He takes nothing from me. Are you a giver or a taker?

Dunkin has been a great example and teacher of common lessons worth a good reminder every now and then. He's currently applying for a Ph.D. in Barktitude. You can follow him on his Dogbook page.

I'm your Double-Tall, Non-Fat, No-Whip Sales Barista. How may I help you help yourself?

Southern Hospitality

Look beyond the tourism market for some untapped potential in the South. The number-one revenue producer for the industry, the region taps in at a hefty $5.9 billion.That’s $52.31 per person.

The sports market is always a moneymaker, especially in the South. In the U.S., the estimated revenue in 2009 for employer firms on spectator sports was $31 billion, according to the U.S. Census. Distributors and suppliers are finding that the South is a great place to tap into this market. “The South also has a strong college sports tradition that lends itself to regular programs and repeat business,” says Margit Fawbush, communications manager at Norwood/BIC Graphic (asi/40480).

Think minor league, too. When Precision Heating and Cooling planned a giveaway to fans of the local Minor League Baseball team, The Frederick Keys, Leslie Simensen of EmbroidMe in Frederick, MD, brainstormed a catchy solution.A rubber ducky with baseball stitching imprinted with Precision’s tagline “Custom Duct Work” and contact information hit a home run with 1,200 Frederick Keys fans, as well as the team itself. Simensen has now provided The Frederick Keys with over 15 different imprinted products, from dog tags to symbolize team loyalty, to keychains, tote bags ... even “poop scoop” bag holders for a “Bark in the Park” promotion.

While creativity is key with customers in the south, so is good customer service. The EmbroidMe (asi/38400) franchise has nearly 400 locations throughout the United States and internationally.Approximately one-quarter of those franchisees are in the South, accounting for 35%-40% of the company’s U.S. sales. “Our stores all have good, hardworking people behind them who treat their customers well, particularly in the South. You find very genuine people in the region, who will tell it to you like it is,” says Mark Johnson, EmbroidMe president.

"Bless your heart" is a Southerners nice way of calling you an idiot.

Businesses in the South know that happy customers talk ... so do the unhappy ones. In fact, a Harris Interactive study, “Customer Experience Impact Report,” shows that Southerners are the most likely to register a complaint when they experience bad customer service. This opens the door for distributors to provide programs that foster positive customer relationships, as well as train front line employees to better service those accounts.

It may also be the backdrop for efforts southern suppliers go to when servicing their distributors. Virginia Ts (asi/93917) has three locations, two of which are in the South, and 80% of its annual sales are southern-based. The company’s staff embodies a regional Attitude that customer happiness is of the utmost importance. “Our corporate offices and call center are located in Petersburg, VA.We have warehouses in Jacksonville, FL and Evansville, IN,” says Karen Clifton, marketing director for the Counselor Top 40 supplier. “Our southern philosophy remains the same at all locations: Our customers are the reason we come to work each day. We are here to form partnerships with them and help them achieve success.”

Strategic Positioning

A southern location, however, is about more than hospitality.Johnson notes strategic advantage as well. EmbroidMe’s corporate headquarters is based in West Palm Beach, FL, making it a good point of departure for international sales. “It’s easy to do business nationally and internationally from Florida,” Johnson says.

A southern base also sets the stage for easy import and export. With major air-travel hubs throughout the South (Atlanta, Miami, Dallas and D.C.), as well as seaports along the East Coast and Gulf of Mexico, southern states are conveniently positioned for travel and distribution. The appeal of locating corporate headquarters in the South isn’t lost on major business. Of the 2010 Fortune 500 list, 161 companies Are based in a southern state. Within the promotional products arena, several top distributors and suppliers call the South home.

Gold Bond Inc. (asi/57653) is a second-generation, family owned business with 65 years experience in the promotional products industry. Its Tennessee roots show clearly in a customer-centric philosophy that goes beyond the South to operational tactics nationally and internationally.“Our vision and growth are driven by the desire to improve our customers’ experience,” says Matt Hodges, director of marketing.“This includes our focus on inventory management and access to quality products. Over the last few years we expanded our presence in China and dramatically increased warehousing capacity.”

49% people assume a Southern accent means you're nice.

Gold Bond leverages its central location to boost distributors’ bottom lines, providing economical solutions regardless of a customer’s location. “The upward trend in shipping costs provides us with a strategic advantage on larger-sized items in the South, while our smaller items continue to sell well in and outside the region,” Hodges says. “We have many orders that are sold through distributors outside of the South; however, those same orders have a high likelihood of shipping to southern states. With increasing fuel and shipping costs, we continue to place a high value on our regional orders.”


 
Three of the four warehouses from which Staton Corporate and Casual (asi/89380) ships its orders are based in the South (Memphis, TN, Dallas and Orlando, FL). These locations, along with Staton’s Fullerton, CA, warehouse make one- and two-day delivery a snap for the vast majority of the U.S. This speeds turnaround and saves on shipping.

Southern Migration

You may find that more and more products will be distributed to southern audiences in the coming years, particularly if population growth trends have an impact.

The South led United States regions in the greatest rate of change in population growth according to the 2010 Census, up 14.3% from the 2000 Census.
The five southern states with the biggest increases in population are Texas (20.6%), North Carolina(18. 5%), Georgia (18.3%), Florida (17.6%) and South Carolina (15.3%).

According to the Gallup Job Creation Index’s “State of the States” report for 2010, the “Best Job Markets” are in energy- and commodity-producing regions. Five of the Top 10 states were southern (Texas, Maryland, West Virginia, District of Columbia and Arkansas). Of course, states like Texas and West Virginia are rich in natural resources for energy production, making them both excellent targets for related promotions. Southern states with significant farming, like Arkansas, benefited from commodity producing jobs. CNBC’s special report, “America’s Top States for Business” ranks Texas, Virginia and North Carolina as three of its top five choices.

“If there is a trend in the South, it is that large companies are drawn due to the reasonable cost of living, abundant supply of labor and good quality of life,” says Mitch Emoff, vice president of sales for Goldner Associates (asi/209800), a Nashville, TN-based distributorship.

The firm concentrates its sales Efforts in Nashville, Raleigh, NC, Orlando, FL, and Atlanta. Emoff states health care, technology and entertainment as key markets. “Even in Orlando, which is heavy in construction and hospitality, the use of promotional products is strong due to the recognition that promoting is essential to keep strong market share,” he says. “I see the South as a force in terms of having a solid economy with a consumer base with a growing amount of discretionary income.”

Goldner, however, isn’t limited to the South for promotional programs. “While a predominant number of companies we work with are based in the South, we have developed specialized online solutions that fit well with companies having offices and field people all across the country,” Emoff says. “Rapid growth means that clients no longer have the luxury of their internal marketing team facilitating all requests from their field personnel. They want to outsource and, at the same time, they want control. At Goldner, we have developed a system called ePOP (electronic Product Ordering Program) that combines stocked items with a wide selection of one-day production, made-on-demand items.”

A Good Deal

Atlanta wins the contest. Most coupons used. Ever.

The typical southern consumer may be looking for a better deal than those in other regions of the United States. According to the 2010 Savings Index, a measure of online printed coupon savings by city, “The South is a mega saver.” More than one-third of the top penny-pinching cities are in southern states, making them collectively the “most frugal” region of the United States. Plus, Southerners are more likely to use mobile apps for couponing. The takeaway, therefore, is to promote savings programs that drive Southerners online for coupons or put a brand’s logo on their mobile devices via an imprinted cell phone “skin” or other accessory.

Distributors should help clients pay attention to minority markets, too. Hispanics, for example, account for more than half the population growth in Texas and Florida. During the last decade, Hispanics and African Americans have also made gains in business ownership in southern states, according to data from the Census Bureau’s most recent Survey of Business Owners.

Diversity requires creativity and promotional solutions custom designed to speak to the audience. The Icebox (asi/229395) is a top Atlanta promotional products company, with 6,000 customers primarily based in the metropolitan area. Its founders both hail from the South and combine southern charm with cosmopolitan sophistication.

The firm’s style is consultative, allowing the Icebox team to tailor promotional solutions to their clients’ customers. Whether creating a retail line of branded apparel for a barbecue joint or planning imprinted products for the Atlanta Beat, a women’s professional soccer team, the key is understanding demographics. “Soccer is popular among Hispanics,” says Adrian Sasine, director of marketing at The Icebox. “They’re also heavy cell phone users.” Therefore, using an imprinted cell-phone cover to promote the Atlanta Beat was a natural choice.

Size matters when considering a regional audience. Recently the Centers for Disease Control released data showing Southerners to be the least active Americans, with a higher rate of obesity. “It’s not unusual to include a Size 2X, 3X or 4X in apparel orders for the South,” Sasine says.

Outdoorsy Types

However, the South’s climate is ideally suited for recreational promotions, and the product choices for the region often reflect a lifestyle tendency to be outdoors. “From a sales standpoint we typically do see a bit different order type and product mix in the South than other regions of the United States,” says Fawbush. “The climate proves to be a key driver for products such as drinkware, coolers, beverage insulators and all sorts of bags. There are several run/ walk charity drives specifically based in the South due to the milder climate, and they use promotional products as the primary medium to reach new supporters.For an event like this there is a variety of products, such as our BIC Widebody Design Grip, which is produced with an awareness mold grip in your choice of pink, yellow or red. You can accompany that with a trendy Norwood Trek Bottle and a stylish Atchison sling pack.”

In addition, Fawbush recommends distributors look closely at destination/resort, travel/tourism, sports and marine markets for sales opportunities.

Lea Robinson, vice president of sales and marketing at Staton, expects continued growth in distributors’ sales to colleges, high schools and spirit groups. She sees the opportunity beyond T-shirts to tote bags, caps, stadium seats or any item that shows pride. “In the South, team sports are big, and not just football; it’s also baseball, basketball and soccer. There are many sports gaining popularity and it will continue to grow,” she says. For this reason, she recommends Noggin Wear Hoop Heads as a stand-out promotional solution. These colored headbands are topped with a sports net at the crown of the head, resembling a basketball hoop or generic sports goal. Like we said, Southerners appreciate humor.

“Niche-focused experts in vertical markets in the South are doing well.The key is to add value and bring a fresh perspective.”

Ryan Sauers,

Sauers Consulting Strategies

Sports aside, youth and collegiate markets are strong. Apparel that draws a youthful audience is key.Robinson notes burnout tees as popular for this demographic.Staton offers versions in both Canvas and Bella brands (for men and women). “The print on burnout looks spectacular,” she says. “It’s a youthful style That appeals to collegiate, fraternity and sorority audiences.” The fabric is lightweight for a southern climate.Consider too the opportunity for golf-promotion sales. “The South does have a longer golf season providing a longer sales cycle for tournaments, corporate golf outings and other outdoor events,” Hodges says.In addition, he’s noted a trend toward eco-friendly choices.“End-buyers are clearly searching for earth-friendly promotional products. We see this as a long-term trend and continue to add more products that are reusable, recyclable and biodegradable.This includes golf tees, water bottles and a new line of Eco Carry Tote and shopping bags.”

Recreational products fit easily into tourism and conference promotions. Meeting-planners pick destinations like Orlando, FL, Atlanta and Dallas for their exceptional convention facilities, hotels and visitor appeal. Beyond business travel, tourism thrives in the South. Forbes Traveler places two southern destinations on its list of Top 10 Tourist Attractions in the United States: Magic Kingdom Walt Disney World in Orlando, FL (with 17.1 million visitors) and the Great Smokey Mountains National Park in North Carolina and Tennessee (9.5 million visitors).

Growth Potential

Ryan Sauers, president and CEO of Sauers Consulting Strategies, is based in Atlanta and also names tourism as one of the fertile markets. But there’s much more for the savvy salesperson to target than the tourist trade. “The South offers a lot of growth potential. It’s really an untapped market,” he says.
“Niche-focused experts in vertical markets in the South are doing well. The key is to add value and bring a fresh perspective.”

He points to burgeoning metropolitan areas like Atlanta, Charlotte, Raleigh, Knoxville and Jacksonville where businesses are locating their headquarters. From health care to financial markets, there are sales waiting for those who drill down. “With health care, for example, go beyond the obvious hospitals and physicians to dentists, chiropractors and physical therapists. Pick a market and then look at the subsections,” he advises.

Sauers’ advice benefits salespeople regardless of region. After all, as he notes, with today’s social media, all the previous rules are thrown out the window.“Today’s boundaries are not so defined,” he says.“Everybody has a level playing field.”

Sales Primer

• Emerging Market: In 2010, the best job markets are in energy-and commodity producing regions, according to the Gallup Job Creation Index’s “State of the States” report, updated February-March 2011. Five of the top 10 states were southern, so if you’re looking to break in, focus on Texas and West Virginia.These two states are rich in natural resources for energy production.

• Keep Your Eye On: International clients. Since there are major air-travel hubs throughout the South, this location is strategically positioned for easy import and export. If you’re looking to break into this market, team up with a supplier in the South to cut down on shipping costs.

• How to Break In: If you’re looking to tap into something new, think about the recreational market. When choosing a sport, think golf. The South has a longer golf season, which gives you the opportunity for a longer sales cycle for tournaments and events.

• Hottest Market: It’s time to pay attention to minority markets. African-Americans in the South are moving to the area’s suburbs at the highest levels in decades, according to the Census. The report also shows that Hispanic population growth for the first time outpaced that of blacks and whites in most of the South, adding to the region’s racial and ethnic mix. Pew Hispanic Center analysis showed many of the biggest growths in this demographic have been in Alabama, Louisiana and North Carolina.

Top Five Distributors Headquartered in the South

Based on Counselor’s 2011 Top 40 list

1. Tic Toc

2. EmbroidMe

3. G&G Outfitters

4. Boundless Network

5. ECompanyStore

Top Five Suppliers Headquartered in the South

Based on Counselor’s 2011 Top 40 list

1. Norwood/BIC North America

2. Ennis

3. Staton Corporate and Casual

4. Hit Promotional Products

5. Virginia T’s Inc.

Paging Dr. Promo ...

How to practice promotional medicine with the hospital and health care industries

By Michael Cornnell

Despite the loss of pharmaceutical income a few years back, the health care market still has a reputation for being a huge buyer of promotional products. There are many sub-markets to the health care world, from orthodontists and chiropractors to local gyms and Weight Watchers groups. While all these subdivisions are worth pursuing, it would be a mistake not to give some thought to one of the bigger buyers in the group: hospitals.


Hospitals are not only a potentially huge source of business because of their overall depth of wealth, but because of the diversity of their marketing needs. Within your standard hospital, you can find niches for stationary and writing items, children's products, fundraiser items, illness-related awareness programs, advertising for the hospital as a whole, advertising for specific new programs of the hospital, employee rewards and incentive programs, employee recruitment, and gift shops just to name a few options. With so much opportunity, it's safe to say that hospitals have the potential to be extremely lucrative clients. Getting in and working with one isn't much different than working with other businesses either. All it takes is a little background knowledge, insight into their internal management structure and attention to their needs as clients.

WHAT'S GOING ON:
If you've never worked within the health care industry, let alone hospitals, you may be wondering about the market's overall financial health. After all, even though the huge amount of money flowing in and out of most institutions might support assumptions of stability, it's not like the American health care system is known for its overall fiscal strength (and that's not even factoring in any damage the recession might have caused). Luckily, it seems that most of the market's financial issues are either past or passing.

"The health care market is growing, but that doesn't always mean their marketing budgets are growing with them," said Jerry Milwit, owner of Dominion Promotions, Glen Allen, Va., part of Adventures in Advertising, Neenah, Wis. "The good news is these organizations are continuously looking to build their brands and they generally enjoy implementing promotional marketing into their mix," he said. "The challenge is that their budgets can sometimes hinder getting the most out of their dollar, which could impact their R.O.I. That's precisely why they need a professional promotional consultant to help them stretch their dollar by choosing the right items tied to the right program and for the right audience."

Larry Yurkonis, marketing for Target Industries, Owosso, Mich., agreed with Milwit's overall assessment. "I think that [the health care market] will continue to grow, despite some of the setbacks regarding the pharmaceutical companies and their promotions to doctors. It isn't what it was in the heyday a few years back, but the opportunity is still there with certain applications."

WHO TO TALK TO:
When it comes to hospitals, breaking in isn't much different than with other mid-to-large-sized businesses. "Research and seek out a smaller department to get in the door," said Milwit. "Use your own promotional marketing expertise to create a fun, clever three-dimensional direct mail campaign to break the ice. Once you're in the door, be prepared to ask a lot of questions to better understand how you can help them."

Which department you decide to contact may be based on an idea or personal contact you have, or you may decide to reach out to specific staff within the hospital that have some control over the marketing budget. Who actually manages purchasing will vary from hospital to hospital, but looking for a centralized marketing department is generally a good place to start. "With hospitals, I've found the marketing directors typically do the buying," said Milwit. Mindy Benson, sales executive, The Vernon Company, Newton, Iowa, noted that one of her hospital clients makes use of a centralized marketing department as well. She explained that this marketing department acts like an approval hub, handling the many product purchases the hospital may require for its individual departments and causes. "By doing this, they ensure that all items are logo approved by the brand team and all imprints follow their identity standards," she said.

Milwit and Benson both noted however, that a primary marketing department was not always the only gatekeeper of a hospital's purchasing budget. Despite the prevalence of centralized marketing hubs, there are often smaller departments within hospitals that will have a separate budget to pull from. Milwit suggested looking at the manager or director of birthing centers, as well as the manager of community outreach for potential opportunities. Benson said that with the same hospital client that uses the major central marketing hub, she also works independently with a separate department that handles the hospital's gift items, memorabilia and event-specific items throughout the year.

HOW TO HOLD ON:
Like any other business, holding on to hospital clients is a matter of picking up on their needs. "Understand their challenges," said Milwit. "Many of these influences and decision-makers are overworked and under-resourced. Couple that with shrinking budgets and you have a very stressed out customer in front of you," he explained. "Help them by being prepared for your meetings, don't overload them with too many choices. Suggest a few of your 'favorites' and provide samples."

Benson agreed with the value of good customer service. "Be genuine and sincere and show that you care," she said. "Let them see that you can make their day easier if they lean on you for ideas and assistance with daily tasks," she explained. "Positive results and kind words travel fast and in time, you may be referred within the organization to other departments and buyers."
THE VALUE OF CREATIVITY:

Yurkonis, marketing for Target Industries, Owosso

"There are two kinds of clients out there and two kinds of distributors," he said. "One type is creative and inventive and produces many successful programs. The other type is more conservative and they usually go with the obvious," he explained. "A dentist picks a toothbrush and a doctor picks a syringe highlighter/pen, etc." Yurkonis cautioned against this predictably, and also against those who just look for the "the latest and greatest" products. "In many cases they pick an item that has no bearing on the overall promotion," he said. "It looks neat, but does it do the job?" Yurkonis stressed the importance of creativity in making an impression on clients, providing several examples:

• A mirror for a dentist's office that said, "You look for the spinach, we'll look for everything else."
• A baseball stress ball for another dentist's office. The print on the baseball read "All-Star Patient of Dr. Johnson," and after the appointment, the dentist would sign the ball and give it to the patient.
• For a chiropractor practice, a sliding square puzzle, that when put in order made an image of a spine.
• A magnifying glass for a senior care center printed with something like "We take care of the details."

 

5 Excruciatingly Dumb Things PR Pros do with Social Media

Online networks have great potential for you and your clients. Are you throwing that potential down the sewer? Well, are you?

By Priya Ramesh

This post is not meant as part of the ongoing bloggers versus PR debate. (I do think, though, that some of the best bloggers and social media pundits are those who have a strong PR/communications foundation.)

Some industry peers have been very vocal about social media being dead, some want to believe that corporate America is well past phase one of social engagement. My dear social media enthusiasts, look around and you will see a huge gap between those who get it and those who only think they get it.

If your organization is engaged on social media, please make sure you are not doing the following:

1. Repurposing press releases for Facebook and Twitter. As PR pros we think that social media integration is taking a boring press release and converting the headline into a tweet or Facebook update. Please stop. It’s a sure way to turn your friends and followers off. Instead draw your target audience to the announcement by asking them a question on the topic or pull out a stat or text bite that’s sure to get people to click on your URL.

2. Maintaining a formal, businesslike tone on social networks. Realize that those in your target audience have an attention span of 10 seconds, and then craft your Twitter, Facebook, or blog content accordingly. The voice you maintain in an annual report, during a board meeting or quarterly stockholders’ call is not going to cut it in the social sphere. I am not asking you to sound like a hipster if you represent a financial services company. Yes, you need to maintain your brand image but come on, engage. Step away from that “push” mechanism of sending tweets and updates. and instead “pull” your customers into a conversation by asking them what’s on their minds. It’s OK to show a little personality.

3. Using social media to broadcast and not to get feedback. The beauty of social media lies in feeling your customers’ pulse in real time and using that valuable feedback to define your future steps. Features like the Facebook poll can be used weekly to ask a question or get your community’s reaction to a future product release. A tweet chat with your customers can result in ways to improve your customer service on Twitter. Let’s get away from the “I am a PR manager, so my role is only to send messages” mindset. Instead, let’s get our hands dirty asking some tough questions to our online audience. You spent all that money and resources to get people to follow you online, now leverage their feedback to deliver what they truly care about. 

4. Treating social media as a one-person job within PR/marketing. If you still think social media is a job for your junior executive who happens to love new technology, you have totally missed a social media opportunity. Moving forward, every PR and marketing professional will be expected to have a basic knowledge and understanding of how social media functions. I am not saying the VP of communications must take the time to tweet every few hours a day, but you need to encourage every member of your team to practice social media. I am startled at how just one person is tasked with engagement activities across multiple levels for an organization that has the capacity to spend millions of dollars on advertising!

 5. Joining the shiny-object bandwagon without a strategy. Scott Stratten of “Unmarketing” fame summarized it well: “Let’s just get Web 1.0 right first, and then we can talk about Web 2.0.” Have you put enough time and resources on the three most essential social tools: Facebook, Twitter and YouTube? Have you increased SEO with your blog? Do you see an incremental increase in your following and engagement activities (comments, shares, likes)? Let’s first focus on why we got started on social media and align those goals with our social media strategy. Then we can start considering the 101 new apps and tools that get introduced daily.

This is not a rant against my PR colleagues, but a few reminders to help us become better communicators.

4 tips for creating an intriguing elevator speech

When someone asks what you or your organization does, are you prepared with an on-message, concise explanation? Follow these steps to come up with a response. 

By Jocelyn Broder

If somebody asked 10 people in your organization what your company does, would they get similar answers? If not, you may be missing countless opportunities to establish and reinforce brand awareness. To maintain consistency of message across all your audiences, I suggest you develop and share an elevator speech with your organization.

Elevator what?

Okay, everyone might not know what an elevator speech is (you can probably figure it out). Simply put, an elevator speech is brief description of your organization—who you are, what you do and why it matters—delivered in the time it would take to move between floors in an elevator (that’s not a long time).

An effective elevator speech should leave your audience wanting more, while answering the essential questions about your company. A great place to start your elevator speech is to adapt your boilerplate. Whether you have a boilerplate or not, here are four tips for creating an intriguing elevator speech:

1. Incorporate a positioning statement. Why should someone care about you, your organization or endeavor? When possible, emphasize an emotional connection.

2. Include a distinctive. For example were you the first or only one to do something? Perhaps you are the largest or oldest. These distinctives help set you apart and provide credibility.

3. Don’t forget the basics. Who does your organization/endeavor benefit? How does your organization benefit someone?

4. Finish with an ‘ask’. If applicable, be sure to close by saying what others can do to get involved and incorporate a website address where people can get more information.

Bonus tip: Can your elevator speech answer the “so what?” question before it’s asked? When you deliver your elevator pitch, most people will unconsciously be saying “so what?” Answer it for them. For example, instead of “XYZ company makes your grass grow slower,” try “XYZ company makes your grass grow slower so you don’t have to mow it as often.” See how the “so what?” is answered in the speech?

Here’s another tool to get you started. Just fill in the blanks to start working on your elevator speech.

[YOUR COMPANY NAME] helps [TYPE OF CUSTOMER YOU SERVE MOST] to [BENEFIT/VALUE YOU DELIVER]. Unlike other companies that provide similar solutions, [YOUR COMPANY] [DIFFERENTIATOR - HOW YOU DO IT DIFFERENT - THIS IS WHERE YOU ANSWER THE "SO WHAT?"].

Want to see it in action? Let’s answer the question, “What Does Journalistics.com Do?”

Journalistics is a blog about public relations and journalism, helping communications professionals keep up to date with the latest trends and developments in the industry. Unlike other mainstream PR trades and blogs, Journalistics takes a no-nonsense approach to its content, often providing honest, practical advice PR professionals and put into action today.

It’s not perfect, but it’s a start.

 

10 Networking Blunders That Cost You Sales

Networking is a critical skill for sales people. After all, the more people you connect with the more sales opportunities you create. However, many sales people make a variety of mistakes that prevent them from maximizing the power of networking. Here are ten mistakes you need to avoid.

1. Attending the wrong networking events.
Get the most from your networking opportunities by showing up at events that your prospects, not your coworkers attend.

2. Waiting for people to introduce themselves.
Let's face it, the vast majority of people are reluctant or hesitant to approach strangers. If you take the initiative to introduce yourself to others, you will be perceived as a person of authority and power. Not to mention that the other person will be relieved that they didn't have to make the first approach.

3. Spending too much time talking.
One of our most fatal mistakes is to dominate the conversation. If you truly want to make a great impression, limit the amount you talk to no more than 40% of the time. Remember, networking events are not the appropriate setting to sell your solution. However, they are perfect situation to uncover potential sales opportunities.

4. Failing to ask other people questions.
The most effective way to  create a connection with someone is to ask them questions about their business and what they do. Ask them about the challenges they face and what they enjoy most about their work. High-value questions encourage people to hare information and helps you position yourself as an expert and a great net worker.

5. Becoming distracted by other people.
Have you ever had a conversation with someone who constantly watched the room instead of paying attention to what you were saying? If so, you likely felt ignored and unimportant. Would you refer business to that person? Don't make the same mistake.

6. Focusing on your self interest.
This follows the last point. If you make the effort to find out how you can help someone else, chances are they will reciprocate. In the words of motivational speaker Zig Ziglar, "You can get anything you want in life if you just are willing to help other people get what they want."

7. Failing to articulate your value proposition.
Have you ever spoken to someone for upwards of 20 minutes and then still had no idea what it is that they do? Don't ever be that person at a networking event.

8. Failing to establish a connection.
Effective networking manes connecting with people. Although you will not connect with everyone you meet, you can improve your results by making great eye contact, smiling, asking questions and showing interest in the other person.

9. Executing the "meet and move" strategy.

We've all encountered the person that introduces themselves, gives you a card, asked for yours, and moves on. You get much better results by connecting with a small number of people rather than trying to meet as many people as you can.

10. Failing to follow up afterwards.
Post event follow up is critical. However, don't make the mistake of calling someone three months after and saying something like "We met a few months ago and I thought I'd touch base with you." This approach does not add any type of value to the relationship. Here are two follow up strategies. When you meet a potential customer, arrange to contact them shortly after the event. Mark it in your calendar. After you meet someone who is NOT a prospect, look for opportunities to refer business to them. You can also help them by sending articles or information related to their business.


Networking effectively can have a dramatic impact on your sales providing it is done correctly. Avoid these fatal networking mistakes and improve your results.