Breakaway Marketing Communications

Tradtional Media Using New Media as a Source

The last fee of weeks have been rather stressful in the Treasure Valley and the state as everyone patiently awaited to hear more about the layoffs at Micron.  The company and the employees were very tight lipped. Local and state government officials had no information and the traditional media was completely in the dark.  If you wanted information you had to turn to new media venues such as this Yahoo bulletin board, or blogs like topix.net.

The local traditional media was obviously frustrated  by not being able to provide information to their listeners, views and readers.  I found it very interested that they turned to new media outlets as sources in their stories, read more here and here.  I saw a post by a Statesman reporter on the above Yahoo chat board asking for any information and sources could remain nameless.

I'll be posting more on the Micron ordeal in the near future.

 

So Who is Using Web 2.0 Anyway?

How many people are really reading and commenting to blogs for product/service information?  What about those people who are not connected, how do we market to them other than using paid media?

Before you tell your boss that you would like to cancel your media buy for the rest of '07 and '08 and move those funds to create Web 2.0 tools with consumer content, etc.  You may want to find out who is actually using those tools. 

I've always believed that consumer driven content is a great way to "spread the word" and to "generate a buzz".  It can be a very credible resource for those who are "shopping" for a product or service.  I feel that you also need to drive people to those new media resources by using traditional media that is creative, strategic and targeted.

 

Back in Marketing 101 we learned about the Marketing Mix (Advertising, PR, Promotion, etc.) I think that it in today's world companies need to have a mix of New and Traditional media in their marketing plans.  How that mix is divided will depend on the company, the industry and of course the targeted audience.

Todd Chavez of Chavez Research sent me an interesting study titled A Typology of Information and Communication Technology Users.  You can view/download the study here  at Pew/Internet.

The report is based on the findings of a daily tracking survey on American's use of the Internet.  Telephone interviews were conducted by the Princeton Survey Research Associates between Feb. 15 and April 6, 2006, among a sample of 4,001 adults 18 and over.

Here is a brief snap shot of the studies findings. 

8% - Have the most information gadgets and services, which they use voraciously to participate in cyberspace and express themselves on-line and do a range of Web 2.0 activities such as blogging and managing their own web pages.

7% They connect to people and manage digital content using featured packed cell phones and frequent on-line use.  High levels of satisfaction about how Information Communication Technologies (ICTs) let them work with community groups and pursue hobbies.

8% Are frequent users of the Internet and less avid about cell phones.  They are not thrilled w/ICT-enabled connectivity.

8% Have strongly positive views about how technology lets them keep up with  others, do their jobs, and learn new things.

10% Fully embrace the functionality of their cell phones.  they use the Internet , but not often and like how ICTs connect them to others.

10% have invested in a lot of technology, but they find the connectivity intrusive and information something of a burden.

8% Occasionally take advantage of interactivity, but if they had more experience, they might do more with ICTs.

15% Have some technology, but it does not play a central role in their daily lives. They are satisfied with what ICTs do for them.

11% Despite having either cell phones or on-line access, these users use ICTs only intermittently and find connectivity annoying.

15% Have either cell phones nor Internet connectivity, tend to be older adults who are content with old media.

I look forward to hearing what your thoughts are.  As always please pass this on if you find it interesting.

-Jarred

 

Enhancing Your Brand By Enhancing Your Customer's Experience

This last week I came across two good examples of how companies are improving the way they interact with their customers.  One is Idaho Trust National Bank the other is AmeriSuites, soon to be  Hyatt Place.  I thought it was interesting that a bank is now offering a service that is traditionally found in a hotel and a hotel is changing it's identity to be more of a trendy place to be instead of just a place to stay.   

Idaho Trust's concierge service was featured in last week's Idaho Business Review.

Our BoDo location is right in the heart of downtown Boise. And our concierge service has its finger on the pulse. Want to know a great place to get handmade chocolate for that special someone? Want a vintage merlot to go with it? Looking for tickets to a Steelheads' game? How about reservations for a romantic little corner in a great Italian restaurant? Need a list of trendy boutiques?

At Idaho Trust we don't just value your business, we value your lifestyle. Just ask our concierge how we can enhance your downtown experience. We're only too happy to be of service!

Be sure to check out Idaho Trust's Concierge Blog and Lifestyle Blog

I had the opportunity to tour what will be a very improved AmeriSuites property here in Boise near the Towne Square Mall. Hyatt is in the process of re-branding over 100 AmeriSuite properties across the country to Hyatt Place.  The strategy includes a make over of guest rooms and lobbies that should enhance their customer's experience.  Take a look at the Hyatt Place's site, they did a great job of capturing the look and feel of the new environment.  Compare it to the old AmeriSuite.

The lobbies will become "Galleries" with an updated and stylish interior design where people will want to hang out, have something to eat and/or drink and be social.  Guests will be able to check-in at kiosk similar to an ATM where they insert their credit/debit card and then they receive their room key.  The guest rooms are all updated as well including 42" flat screen TVs that can be connected to all your electronic gadgets. 

Both are great examples of ways companies can offer their customers an experience that is not typical of the industries they are in. 

Blogging Can Be Bad For Your Career...

A medical malpractice trial came to a screaching halt last week with a surprise settlement from the doctor involved. During the course of the trial a blogger named Flea was blogging about details of the trial. Flea blogged about the jury, the plaintif's attorney, the judge, etc.

Sitting on the stand Dr. Robert Lindeman who was on trial for medical malpractice suit that involved the death of a 12 year old boy, Lineman confessed to being Flea. It is a pretty facinating story even if you are not connect to the health care field. You can read more here and the Boston Globe article here

If you think your blog posts will get you in trouble you are probably right.

-Jarred

The Power of the Spoken Word

Tac Anderson has an interesting quote from John Glerum, the director of the TECenter on his blog. It hits on a subject I wrote about earlier on building your brand.

Every time you talk about your business you are either increasing the perception of the value of your company or you are decreasing the perception of the value of your company.

Read more at www.newcommbiz.com.

Changing the Way Companies Communicate

As I mentioned before I had the honor of participating in a panel discussion at the Capital City Communicators Spring Seminar. We had a great discussion about how web 2.0 is changing the dialogue between journalists and marketing communications professionals. The panel featured; Greg Stielstra author of Pyromarketing, Rick Carpenter Publisher of the Idaho Business Review, Mark Danielson Executive News Director at KTVB channel 7, Bill Manny Managing Editor Idaho Statesman, Craig Carter Practice Group Marketing Director at Peyron & Associates, Justin Foster of Blueline Marketing and myself.

Because of time restraints we were not able to cover all the topics that were given to us prior to the seminar. I thought this would be a nice way for us to discuss a couple of those topics. The first topic or question I would like to tackle is; in the era of new media, what role do PR people play in creating and sustaining conversation between companies/clients and their customers?

I believe that this new era of web communication has the potential of making companies much more accessible to their customers. It is the PR person’s job to convince the company and the company’s legal department that this is a good thing. Yes it is true that if you (the company) want to talk directly to your customer you should let them talk back.

Company CEO: Well if we start a blog our customers and god forbid our competitors, will be able to post bad things about us. We don’t want that.

PR/Marketing Pro: Yes exactly. Don’t you want to know what your customers and competitors are saying about you and your products? You will now have an opportunity to answer those tough questions and comments directly. You will be able to point out exactly why your company is the better choice over your competitors. You will be able to make improvements to your products based on customer input. And you know what? The entire world to see positive comments by your customers praising you for the positive change your product made in their lives.

Some times communicating is a scary thing. Public speaking can be terrifying. I would rather speak to 500 people at one time than walk up to one complete stranger and engage them in a conversation. It is scary when a company opens itself up to the world like that. But it is also a wonderful opportunity for a company to become a valuable resource for their customers not just for their products and services but for information about the industry they are in.
Today’s consumers are arming themselves with information to help them make their purchase decisions. Companies should be taking advantage of the new media & web 2.0 tools such as blogs and podcasts to engage the consumer. These tools make it easy for companies to tell their story, respond to customer comments and it allows customers to be evangelists for the companies.

It’s our job to convince them that by utilizing some of these tools will have a positive effect on the bottom line.

-Jarred

CCC Seminar: Pyromarketing and What is a Millennial?

On Tuesday I had the opportunity to attend and participate in Capital City Communicators’ Spring Seminar entitled, Using New Media to Engage Your Customers: How blogs, podcasts, and other Web 2.0 tools are changing the way we market. Hats off to CCC and especially Mike Boss from Blueline Marketing and Tac Anderson of MenloPrk.com (the event co-chairs) for putting on a very informative and well organized morning.

Mark Danielson from KTVB started off the morning with a look at the next generation we will be attempting to market to, The Millennials. This group of individuals who were born somewhere between 1977-1996 are smart, confident, team players who are very connected. The millennial adults can down load a song, text message a friend, watch their favorite TV show, do a Google search for a homework assignment ALL AT THE SAME TIME. And I bet a few can do all of these while driving. In 2014 this group will represent 50% of the population. How are we suppose to market to this group? Easy, give your product or service to one (for free) and if he/she loves it they will tell their friends they need to buy one if not two.

The morning seminar was capped off with a presentation by Greg Stielstra, noted author of "PyroMarketing: The Four Step Strategy to Ignite Customer Evangelists and Keep Them for Life.” Using Greg’s philosophy of creating buzz around your product or service will get you connected to the Millennials you need to reach. Be sure to check out pyromarketing.com, you can download the book for free. Which many have done and thought it was so good they told others the needed to buy it. Greg has since sold thousands of hard copies at retail prices. Pretty amazing considering you can download the entire book for free.

Again the seminar was great, I only wish both Mark and Greg’s presentations were longer. It would have been interesting to hear more about this millennial group that will be taking over the world in the next few years. I could use some more details from Greg as to how to reach this important demo.

Once again kudos to CCC, Mike and Tac great job!

More later on the seminar panel discussions that I had the honor of participating in.

As always please pass this along.

Jarred

In the simplest of terms

Somebody sent this quote to me awhile back and I thought it was great because it defines the many aspects of communications with very simple examples. It's too bad we don't know who to attribute it to.

If the circus is coming to town and you paint a sign saying "Circus Coming to the Fairground Saturday," that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion.
If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go to the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.
- Unknown

If you like it share it.

-Jarred

Two Boobs...

Now that I have your attention..

When I first saw the billboards with Bob and Tom’s mugs on a t-shirt worn by a well-endowed lady, I thought finally some body has done a creative billboard. For those of you who are not in the Boise market and for those of you who are but are living under a rock, there have been some controversial billboards up promoting The Bob & Tom Show on 96.9 FM the Eagle. The headline reads Two Boobs In The Morning and it shows a well-endowed woman from the neck down with a low cut t-shirt that has the faces of Bob and Tom on each breast. Needless to say the billboards are currently in the process of being brought down.

The Eagle has been flooded with complaints and I’m sure some local advertisers were going to start pulling ads. Station Manager Rich Souhrada publicly apologized on a couple of the local TV news and I have heard a PSA on the Eagle of Souhrada apologizing and giving details as to when the boards would be coming down. Some of the boards will not be able to be brought down until mid-May, I believe.

My question is this; didn’t Souhrada know this was going to happen? I wonder how much time was traded or purchased for this outdoor campaign? I believe I first saw the Two Boobs some time in mid-April, that means the campaign will be up for at least a month if not more.

So was the campaign a success? I’m sure the Eagle is thinking it was. As much as those who called in to complain think that the boards were offensive I’m sure many of them tuned in to see exactly who these two boobs named Bob & Tom were and if they have any sense of humor they will probably continue to tune in. The apologies and the “early” dismissal of the boards probably appeased the advertisers so I doubt there was any loss in revenue.

I’m curious if this was the plan all along. I seriously doubt Souhrada purchased or traded for more than 8 weeks of time on the selected boards, which will be approximately the time they are up. From a PR standpoint they did a pretty good job defusing the controversy with the public apologies on the local news channels and the PSAs that probably drove a few more new listeners to tune in to see what all the fuss was about.

So if the entire campaign was premeditated and Souhrada knew that the public outcry would sure to ensue, he planned well and got a good amount of publicity out of the campaign. If he really didn’t have a clue that there would be so much opposition to the artwork and he purchased several months worth of time on the billboards, well I guess he is going to have to spend a few more bucks to change and produce the art for a new and probably not as good if not funny of a campaign. My guess is he knew all along what was going to happen.

Bob and Tom you rock!

Jarred

Building a Brand Starts From Within

I was talking with New Media Guru Tac Anderson of MenloPrk.com the other day about branding, marketing, PR, etc. The conversation turned to the credibility high-ranking executives of a couple local large employers and he made a comment that I found very interesting. He said, “If I want to know how a company is doing I want to hear it from the lunch lady or the guy in the mail room not the CEO.” For some reason those people in the lower level positions, maybe even mid-managers, may have more credibility in the community. Maybe it’s because of the highly paid PR flaks working the spin for the executive or maybe most of us can relate more with those positions, it’s Probably a little of both.

Tacs comment made me think of how important it is to the brand of a company or organization to be a great place to work. When we talk about building a brand this piece is often over looked. If your employees, at all levels, truly love what they do and where they do it they are going to tell others. I have always said that great customer service is just a by-product of a great place to work. If your employees are miserable they are faking the service they are giving your customers and your customers can see right through it.

Building a strong, sustainable brand must start from within. If your employees don’t believe in and love what they are doing it is going to be an up hill battle. Creating a culture that fosters creativity and is employee focused is the first step to creating a brand. Your employees can be your biggest advocates. Customers will see how enthusiastic they are about what they do and will want to be apart of it so they’ll purchase your product or service. Not only will sales increase but your labor pool will also increase. People want to join a work place that has a positive culture. From an employer’s point of view you’ll be able to hire the right people who fit into the culture, not just a warm body to get a task done.

Some great examples of companies who have perfect this are Starbuck’s, Southwest Airlines and of course Disney. Before we can have customer evangelists spreading the good word of our companies or organizations we need to have employee evangelists. They are truly a human resource and are a valuable asset to building a brand.

-Jarred
Jarred@breakawaymarcom.com

Greetings Blogospher!

Hello-
This is Breakaway Marketing/Communications first ever Blog and post. We look forward to sharing with you information, stories, strategies, tips, etc. in the ever-changing industry of business communications whether it is Public Relations, Advertising or Marketing.

More importantly we want to strategically help your business or organization tell your story to those who need to hear it and to those who want to hear it.

Stay tuned for more to come in the very near future.

-BAMC