THE STANDOUT “MESSENGERS” AT THE OSCARS

Jared LetoMuch of the Oscar buzz this morning is about the wonderful acceptance speeches given by Jared Leto, Lupita Nyong’o and Matthew McConaughey. Not only did they hold our interest, but they were poignant and delivered beautifully.

None of them happened by accident. All were very well rehearsed and filled with great content and messaging of great importance to the artist. In other words, they took “advantage of the situation” to deliver messages that were of great significance to them. After all, they might never get the chance on that big stage again.

If you are a business owner, sales person or spokesperson of any kind, you need to learn from these examples. Whether you have a situation to talk to the media, your clients or prospects, going in well rehearsed to deliver a controlled message will make you a star in front of your audience. Winging it without controlling your message might work, but certainly not result in the same type of applause or outcome.

Media training or presentation training is a must if you speak, perform or sell as part of your profession. Delivering controlled messaging doesn’t come naturally. It’s more than having great delivery and leaving out the “um’s.” It’s more about learning how to go in to these situations with an agenda and making sure your audience “gets the message,” when you’re done.

 

 


DON’T HAVE A HUGE MARKETING BUDGET? FIND INFLUENCERS

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Influencer Marketing is the name we give to the process of developing relationships with influential people that can lead to their assisting you in creating visibility for your product or service. Obviously this works if you have something great to offer your potential customers and the audience of the influencer, but it also depends on your building a great relationship with the influencer from the onset.

Depending on your type of business and your target audience, influencers can work in many different ways. Here are a few examples:

  • Blogger outreach:  Many bloggers have a huge fan base. Having them spread the word and somewhat “endorse” your product, service or venue can have a greater impact than a full-page ad in a magazine. It’s important that you know who blogs about your industry and has such a following.
  • Social media monitoring:  Brand advocates who are active on social media can be the loudest influencers your brand will have. Identify the hashtags that your target influencers are using and tune in to the conversations surrounding those hashtags.
  • Brand ambassadors:  Whether you’re selling knee replacements to baby boomers or a new Tequila to nightclub patrons, hiring brand ambassadors of influence to tout your products directly to your target audience can be an integral part of any campaign.

Here’s a piece from The Huffington Post that identifies some top influencer marketing campaigns in 2013. Top 10 Influencer Marketing Campaigns

 

If you’re looking to brainstorm how influencers might be incorporated into your marketing program, please don’t hesitate to contact me.


USE EMAIL MARKETING TO STAY IN TOUCH, NOT JUST SELL

The beauty of email marketing is that it’s fast and inexpensive. It amazes me how infrequently companies use this simple, yet highly effective tactic. It also tends to backfire (when we all press the “unsubscribe” button) when businesses only use it to sell. These businesses are really missing the mark.

A very successful real estate agent I know mines a specific demographic to grow his business. He communicates with these people on a regular basis, sending marketing messages that plant the seeds for future business. He says it accounts for 50% of his client base, and he tracks it very closely. Another example is a former client in the upscale women’s sportswear business. I set them up years ago to send immediate “thank-yous” to new customers, monthly birthday messages, targeted email campaigns to those who haven’t bought in a while and newsletters filled with fun features to read, not just discounts and promotional announcements.

As with any marketing campaign, email marketing needs to be part of your strategy. Make it interesting, fun, out-of-the-ordinary and CONSISTENT and I guarantee you it will work.

If you need help getting it off the ground, please contact me.


DON’T WASTE PRECIOUS MEDIA EXPOSURE WITHOUT BEING MEDIA TRAINED

If you think great spokespeople are born knowing how to engage with a reporter, deal with a crisis or negative questions, or take advantage of precious air time, think again. Corporate executives, celebrities and politicians are coached and media trained where to look, how to act, what to say and most importantly, how to become a great guest or interview so they are asked back time and time again.

Having trained such professionals throughout the country for the past 18 years, here are the issues I find most prevalent:

  • Tone of voice – If you don’t sound excited and passionate about what you’re talking about, your audience won’t be either. Amp up your voice and concentrate on speaking clearly and concisely, but with much conviction.
  • Engage – Use the interviewers name in the conversation and remember to smile, even when talking about a serious subject. A confident face will reinforce your credibility.
  • Know who you’re talking to – Don’t forget that your answers should be addressed to the general public who may not be as knowledgeable as the reporter. Remember that your job is to educate and inform the public.
  • Set an agenda and control the interview – Answer questions posed by the reporter and continue on to items on your agenda. Don’t wait for the interviewer to bring up your topic.

Media exposure is always successful if you’re trained how to “win” in media interviews. It’s a lot more than answering questions successfully.

For more tips, please give me a call.

 


USING MARCH MADNESS TO INCREASE PROFITS

We all know that March Madness can often mean a decrease in work productivity. In fact, consulting company Challenger Gray & Christmas noted that U.S. companies wasted as much as $1.8 billion in unproductive wages during the 2011 three-week collegiate basketball tournament.

March Madness doesn’t have to be about lost revenue. I’m specifically bringing it to your attention now so that you have time to create some marketing concepts and promotions to use it to your advantage.

Of course if you own a bar or restaurant it’s a given that custom tournament pools, daily tournament pools and promoting a specific team are great strategies to have. But, what about your business? It’s time to be creative and think about how you can capitalize.

Here are a few suggestions:

  • If you operate a brick-and-mortar store, hang signage that says “March Madness Lives Here.” Show that you are a part of the event and the community and implement some fun promotions in store.
  • Offer special discounts with every win or every time there’s a three-point shot. Create a fun promotion to further engage your customers with your company.
  • Kick off the tournament with a party and offer free food, drinks and door prizes. Don’t forget to have plenty of basketball promotional items to give away to your attendees.

Keep in mind that “March Madness,” “Final Four,” “The Big Dance” and other popular terms associated with the tournament are trademarked and can’t be used in commercial advertisement. However, that doesn’t mean you can’t use them with social media campaigns, local announcements and other promotional efforts that are more cost effective anyway.

If you need help coming up with ideas, please contact me.