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creative briefs |
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Are you jiving your customers when you send them promotional materials? Editorial Emergency tells us that if you want a long-lasting customer relationship, you must be authentic in your copywriting. |
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Do you have a single place to send the media, as well as prospective clients to find out everything there is to know about you and your business?
The social media newsroom is just such a place. A SiteProNews article gets you up to speed on the topic. |
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Are you using Flock yet? Flock is the social network browser that is built on Mozilla, the Firefox engine.
The company's website says that "Flock is focused on fundamentally evolving the browser, bringing a refreshing new approach to how people use and participate on the web and simplifying social and web-based applications by bringing them one step closer to the user and integrating them directly into the browser."
It does all that and more. Give it a try.
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Hello. Everybody wants buzz, but only a few have it. We'll examine that this time in Think. Let's get going.
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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Are You Buzzworthy? |
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By Harry Hoover
Buzz. Having people buzzing about your product or service is the dream of most marketers. Smart marketers want to ensure that the buzz is positive.
Why don't more companies get good buzz, particularly now in our global, digitally connected world? Let's dissect the issue to find out what buzz is all about and how to get it.
It's probably easiest to define what buzz is not. Despite what your ad agency is telling you, buzz is not derived from four-color spreads and multi-million dollar ad campaigns.
Buzz is all the word-of-mouth commentary about a brand that is dispersed through invisible networks, as Emanuel Rosen points out in The Anatomy of Buzz.
Interestingly, the invisible networks are becoming more visible, thanks to social media, but this is a subject for another day.
Before you start seeking buzz be sure you have a good product or service. Don't try to foist something bad on an unsuspecting public. This generates buzz, but not the kind you want.
Consider the case of Momenta, a pen-based laptop computer that was ahead of its time. It launched with much fanfare, a huge booth at the Comdex trade show, multi-million dollar ad campaign, and thanks to a PR campaign, it was on numerous magazine covers. People were talking about it all right. Have you heard of Momenta? No, because it was a bad product and buzz killed it.
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Experiences, Not Logos  |
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By Harry Hoover
A lot of marketing experts (self-proclaimed) would have you believe that a logo and corporate identity package is all there is to a brand. I know some businesses which want to change their logo regularly in hopes that it will somehow magically improve their brand and their business. Woe are they.
Smart marketers, however, know that the brand is the sum total of what people think about your organization, and that it is expressed in every contact customers have with you.
Marketing folk often are guilty of trying to make branding look more complex than it is. We come up with all sorts of branding terms: 3D branding, branding triad, brand harmonisation. Go here to see some definitions.
Branding is not complex but it is hard. It requires you to listen to customers and understand what they want from you.
Discover what customers think of your brand. If they like your brand, keep delivering the experience consistently. If they don't like it, fix it.
Consistently communicate your brand message. Constantly monitor all of the above. Repeat.
Sometimes you must make a tough decision in order to protect the brand.
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