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Build on your strengths
Posted in Executive Insights, Integrated Marketing (IMC)
It’s a classic scenario. Young “Susie” is great at English, but struggles with math. What do we typically do? We get a tutor or extra help to improve her math skills.
Everyone should have a minimum level of proficiency in basic math skills, but instead of forcing Susie to “get” math, I think we should pour fuel on her passion for English, build on her strengths and simply accept she’ll need help with math.
The same can be said for business. Stop focusing on your weaknesses, recognize what you’re great at and do more of it. Hmmm, sounds a lot like the serenity prayer.
I often think about a parenting class we attended shortly after our first son was born, more than 20 years ago. The teacher began by asking all parents of “average” children to raise their hands.
Obviously, not a single hand went up in the air.
We all think our kids (insert our job, our business, our lives) are “above average.” He went on to suggest average isn’t bad, it’s just the middle of the pack. These days, I often say I aspire to average, particularly when receiving reports on my health!
The teacher continued to explain that if your kid loves making music … or being entrepreneurial … or is fascinated by history, well, give them more of that. Ignite those embers!
The reality is that all of us are truly “average” at most things, but we’re all “above average” on some things, just as we are “below average” at others.
A simpler approach to growing your business
We used to start with a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. Think differently – focus on the S and skim over the rest. Our foundation positioning philosophy is Think Excellence, Not Difference, which is diametrically opposed to traditional marketing thinking that espouses differentiation and niches. So you can see, I’m used to thinking differently.
My goal for my business is focus on what we do great, and work toward making ourselves even greater. For example, our clients appreciate our holistic integration of all marketing and communications touch points – so, let’s do more of that!
We know our strengths and we build on them. It’s the most effective strategy to grow a business, just as it’s the best approach to helping your children succeed.
I never could hit a curve ball. I stopped playing baseball in seventh grade.
My stick figures barely represent people. I try not to draw in public.
But we’re pretty darn good at helping our clients clarify their messages, connect with the people who matter most, and change opinions and behaviors.
Do what you do best, and you’ll not only be more successful, you’ll have more fun along the way.
Onward and upward.
Tagged Eric Morgenstern, Executive Insights, Morningstar Communications, strengths | 1 Comment May 10, 2012Your Favorite Store
Posted in Best Practices, Executive Insights, Integrated Marketing (IMC)
One of the cornerstone principles at Morningstar Communications is Think Excellence, Not Difference(TEND). In fact, here is an article that Eric published in 2004. The TEND philosophy is based on the fact that consumers don’t make their buying decisions because of a Unique Selling Proposition – consumers decide what to buy based on who they believe will satisfy their needs the best. As marketers our job is to determine how our clients and customers define excellence, figure out a way to provide it and then communicate our message of excellence in a proactive and integrated way.
United Parcel Service’s ‘What Can Brown Do For You?” is an excellent example of putting the TEND philosophy into action. All State has been using the “You’re in Good Hands” slogan for more than 60 years. And the latest proponent of the TEND philosophy is jcpenney.
My sister-in-law, is an assortment planner for the top-selling Worthington line at jcpenney. She sent me their new catalog to get my reaction and I am honestly blown away by how well it was done. The look is clean, and bright and exciting without going over the top or being too cheesy. The copy is absolutely terrific. I love how jcpenney has simplified its pricing strategy.
According to Second Wind, “the new brand strategy, is solidly based on consumer research regarding how jcpenney’s middle-class shoppers actually shop. Research revealed that only one in 500 items sold at full price, and 72 percent of revenue came from merchandise sold at 50 percent off or more.”
In her Forbes article about the jcpenney rebranding Sarah Heller wrote, ”It’s refreshing, daring and probably exactly what the retailer needs. It’s probably what a lot of retailers need but few have the leadership and support to do it.”
When Ron Johnson, CEO of J. C. Penney Company, Inc. said “We want customers to shop on their terms, not ours,” he truly was embracing Think Excellence, Not Difference.
Tagged Forbes, JC Penney, jcp, jcpenney, Morningstar Communications, Rebranding, retail, Ron Johnson, Second Wind, Shanny Morgenstern | 1 Comment February 21, 2012Attraction Marketing: A success story.
Posted in Integrated Marketing (IMC)
In recognition of Valentine’s Day, Google posted the following video. A cute love story, it also demonstrates the trials and triumphs of successful attraction marketing.
Attraction marketing is the philosophy of engaging in proactive marketing and communications in order to beckon the right clients to your company. A topic Eric Morgenstern frequently discusses, successful attraction marketing leads prospects through four stages:
Awareness. Prospects must know your organization exists.
Familiarity. They should be generally aware of the products or services you offer.
Consideration. If you successfully build awareness and establish familiarity, you will be in your prospect’s top-of-mind.
Trust. Finally, prospects must understand and trust that you are their best choice.
As in the case with the love story, you must have the right message delivered in the right way at the right time. Once you clarify your message and show how you are your customer’s best choice, they will come to you.
In the end, it is important to remember that not every prospect is right for your company. Attraction marketing helps gain the attention of and build relationships with those that are a best fit. And that’s a win-win for all.
Tagged Attraction marketing, Google, Michelle Boyd, Morningstar Communications | Leave a comment February 14, 2012Pathway to Great Messaging
Posted in Integrated Marketing (IMC)When people ask, “What do you do?” does everyone on your team answer the same way?
When people visit your website or social media, can they quickly understand, and then tell, your story?
When your salespeople interact with prospects, do your RFP responses, ads, articles, mailings and collateral all reinforce their story?
The good news is that every company and organization can ensure everyone and everything is on the same page. The key is to create consistent and powerful messages, the result of a six-step process we call, “The Pathway to Great Messaging.”
We have honed our process to develop great messaging, which we suggest you think of as the “DNA” of your story. It will be intertwined with every aspect of your story. Have you identified the DNA of your messaging?
Regardless of how your messaging is delivered (through the Four-Channel Media Model, the combination of paid, earned, shared or controlled media), it’s essential all of your communications tools harmonize from the audience perspective. (See Message Orchestration to bring this concept to life).
But that’s usually easier said than done.
It all starts with your message. All of your messages should be grounded from the same place – an authentic and true position. Picture a diamond. It’s always the same jewel, but it can be described from various aspects (cut, color, clarity…).
Our Pathway imagery shows the six steps to create great messaging. The first three describe the content of the message; the next three explain the context. All great communications programs are six for six!
Here are the six steps, in order:
1 – What. Start with the most important facts, features and benefits. In America, we’re really good at “what” messages…we know how to describe the facts.
2 – So, What. Now the recipient asks the all-important question, “What’s In It For Me?” Tell them why they should care. Specifically, what’s in it for them?
3 – Now, What. Tell the recipient exactly what you want them to think or do. Don’t hold back: lead them to create a change in thought or behavior – or both.
4 – Simple. We don’t read much, and we don’t listen very well, or very long. Be certain that your message is direct and easy to understand. Shorter always trumps longer.
5 – Recipient-oriented. This is my particular favorite…it’s not what you want to say; it’s what they need to hear. Think about going to the store to buy a new clothes dryer, and asking the salesperson, “Can you deliver it on Tuesday?” He responds by telling us about the terrific extended warranty, or the color options, or the special deal if we also get the matching washer. All great features, but you really want to know if it can be delivered on Tuesday. Your audience expects you to communicate directly to them.
6 – Everyday Language. Use short sentences and little words … the way people actually talk. When you add lingo, jargon and corporate-speak, you only serve to confuse the recipient. Keeping it simple increases the chances of understanding and action.
With a clear and consistent message, you have established the basics of a solid communication program. You’re now ready to begin telling your story to the people who matter most to you.
Onward and upward.
Tagged Eric Morgenstern, Messaging, Morningstar Communications, Pathway to Great Messaging, six step | Leave a comment February 7, 2012“So, what exactly do you do?”
Posted in Integrated Marketing (IMC)A week before my college graduation, my dad turned to me and said, “So what exactly do you want to do?” It turns out he was just the first in a long line of people who have since asked me what public relations “actually means.”
I’m a newcomer to the public relations and communications industry. I fell into this field by playing to my strengths (which kept me far away from mathematical equations and physics) and I feel fortunate to be in an industry I both enjoy and find interesting. However, I have to admit sometimes I avoid questions about what I do. Not because I wouldn’t love to talk about Morningstar Communications, my awesome co-workers, or how every day my job entails new, exciting things, but rather because of the reoccurring response I get when I tell people I work for a public relations and communications agency. I’m usually met with an inquisitive expression followed by, “Really? That’s interesting… So, what exactly do you do?”
It appears a lot of people are unclear on the definition of PR. In fact, as an industry we are somewhat undecided on how to define what we do, hence the Public Relations Society of America’s recent initiative, “Public Relations Defined.”
Photo courtesy of www.jamesgangcreative.com
So what does public relations mean in 2012? In an attempt to answer this question, I searched for definitions of PR and here are a few of my favorites:
“Public relations is a highly strategic discipline that’s integrated with marketing to achieve business goals. It positions companies and spokespeople with key audiences, whether internal or external. Public relations complements an integrated marketing campaign with measurable results garnered through media relations, social media, thought leadership, industry analyst relations, investor relations and/or special events,” Jayme Soulati – Soulati Media Inc.
“Creating mutually beneficial relationships between organizations and the groups upon which their success or failure depend upon,” Julie Heidelberg – Heidelberg PR.
“Public relations is communicating your organization’s messages at the right time and in the right place to the right audience. With the proliferation of tools and technologies, we can measure the value of those efforts and how they align with a business’ overall mission,” Marla Aaron – MRM Worldwide.
Perhaps it is so difficult to define PR because it varies by industry, client, audience, etc. But there is one unifying theme: PR is about forming genuine, mutually beneficial relationships between an organization and its key audiences. And that is, in a nutshell, what we do.
Tagged definition, Michelle Boyd, Morningstar Communications, public relations | Leave a comment January 17, 2012Tips for Engaging E-communications
Posted in Best Practices, Integrated Marketing (IMC), Morningstar Communications Updates
Do you receive an e-newsletter that you consistently open and read? What is it about the e-newsletter that draws you in? If you’re anything like me, my favorite e-newsletters are written in a relatable, casual tone and include fascinating content that fits my interests.
One of the best ways for organizations to connect with their audience today is through e-communications. E-mail is easy to target, measure and adapt, and it also provides an excellent return on investment- $40 for every $1 invested according to the Direct Marketing Association.
While e-mails have the potential for success, they require strategy and planning to really connect with subscribers.
Here are some tips on forming connections with your audience through e-communications:
· Keep the information educational, not promotional. Craft the e-communication with the audience front and center, emphasizing what’s in it for them.
· Use short sentences, personality and humor when appropriate. My favorite e-newsletters feel casual and real, like an e-mail from a friend.
· Ask the audience to connect with the company on social media, and give them a reason. Oftentimes a simple reminder and a link is all it takes for someone to “like” an organization they support.
· Make it scannable, with interesting headlines and short stories. John Jantsch of Duct Tape Marketing likens it to serving your audience “snacks.”
· Include pictures and links to outside articles to make the content more engaging.
· Play with different formats and content and see how subscribers respond. Set a goal for the metrics (click rate, maximum number of unsubscribers, etc.) you want to achieve with each e-communication and track progress towards your goal.
· Look with a critical eye at other e-communications you receive. What do you like and not like about them? What are some possible ideas you could borrow? Sometimes simply observing can get your creative juices flowing.
· Prominently display a link to subscribe to e-communications on your website to keep your list growing. Include a reason to subscribe.
While e-mail does have some drawbacks (including fatigue from subscribers with overflowing inboxes) it is one of the most effective communication tools today. Keeping your e-communication distribution consistent but not overwhelming, engaging but not promotional, will build trust over time with your audience.
Tagged E-communication, E-mail, E-newsletter tips, Morningstar Communications | Leave a comment January 10, 2012ExploreMyKC.com
Posted in Integrated Marketing (IMC)
Each year the Greater Kansas City Chamber of Commerce Centurions Leadership Program completes a Legacy project meant to leave a lasting impact on the community. I am proud to be a part of the 2013 Centurions class and excited to help spread the word about our 2011-2012 project. This year, we’ve partnered with Kansas City Public Television to create a book of photographs that reflect life in the greater Kansas City area.
Anyone in the community can log in to exploremykc.com and submit their photos. It’s an exciting way to be part of Kansas City history.
Recently, the Centurions completed a Legacy challenge to help promote the project. Centurions were divided into 10 teams and competed against one another to see which team could drive the most traffic to exploremykc.com. The challenge used unique bit.ly links to track click-throughs. Bit.ly allowed us to track not only click-throughs, but to identify where clicks originated. The groups used all means of communication possible to spread the word, Facebook, Twitter, LinkedIn, email… all communications channels were available for use.
When looking at the analytics after the challenge something became clear. Social media, specifically Facebook and Twitter, is an effective way to reach networks, but the team who won went beyond that. They used their offline connections to spur traffic. When building a campaign, remember there are many ways to achieve success. Don’t forget to look outside social media for more traditional ways, such as email and word-of-mouth to reach your intended audience. Or try blogging. While not 100 percent traditional, I’m hoping it will drive some traffic to the project!
Tagged Centurions Leadership Program, exploremykc.com, Greater Kansas City Chamber of Commerce, Morningstar Communications, Tricia Jaworski | Leave a comment December 20, 2011Consumer Trends for 2012
Posted in Best Practices, Executive Insights, Integrated Marketing (IMC), Online Marketing, Social MediaA few months ago a friend asked me what business title I would like, if I could have any title. Some people would say President or CEO, but for me, the perfect title would be Chief Knowledge Officer. I would love to spend my days reading the news and researching trends and then determining how to make that knowledge a competitive advantage for our company.
I may not ever be able to devote myself just to gaining knowledge, but exploring trendwatching.com is a small step in the right direction. trendwatching.com scans the globe for emerging consumer trends, insights and innovations. They recently published their 12 Crucial Consumer Trends for 2012. Here is their list:
- Red Carpet – businesses around the world will shower Chinese customers and visitors with even more tailored services and perks, and in general, lavish attention and respect.
- DIY Health – DIY goes ‘good for you’ in 2012: novel apps and devices will increasingly let consumers discreetly track and manage their health by themselves.
- Dealer-chic – For consumers, securing the best deals is fast becoming a way of life, if not a source of pride and status.
- Eco-cycology – Next for recycling? Brands taking back all of their products (and recycling them responsibly and innovatively).
- Cash-less – Why a cashless future is (almost) here, and why it will be about convenience and an entire new eco-system of payments, rewards and offers.
- Bottom of the Urban Pyramid – In 2012, the opportunities to cater to hundreds of millions of low-income urban consumers will be unprecedented.
- Idle Sourcing – Expect crowd-based problem solving to fuel endless innovations in 2012, especially as for consumers, contributing will be more effortless than ever.
- Flawsome – Brands that behave more humanly, including showing their flaws, will be awesome.
- Screen Culture – In 2012, ‘life’ will take place via ever more pervasive, personal, immersive and interactive screens.
- Recommerce – For smart consumers, ‘trading in’ is the new buying in 2012.
- Emerging Maturialism – Why in 2012, experienced, open-minded consumers in traditionally ‘conservative’ emerging markets will embrace campaigns and products that are frank if not risqué.
- Point & Know – 2012 will be about instant visual information gratification.
There are many fabulous examples of how these trends are manifesting themselves on the trendwatching.com site; I’d like to share two here.
A great example of Eco-cycology is Patagonia’s Common Threads Initiative. The initiative encourages people to return items that have reached the end of their life to be recycled into new fiber or fabric. So far Patagonia has reclaimed 45 tons of clothing.
One of the examples of the Cash-less trend is about the company called Square. Square is an electronic payment service that enables users to accept credit card payments using their smart phones. I happened to hear Jim McKelvey, one of the founders of Square, speak at a recent conference for women entrepreneurs. His best advice, “Don’t look for opportunities, look for disruptions.”
Source: www.trendwatching.com. One of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide.
Tagged Global Women's Summit, Morningstar Communications, Patagonia, Shanny Morgenstern, Square, trendwatching.com | Leave a comment December 6, 2011Creative Messaging: Food for thought
Posted in Integrated Marketing (IMC), Online Marketing, Social Media
Thanksgiving is only two days away. In a matter of hours, relatives will collectively gather in homes across the country for holiday festivities. While Morningstar Communications won’t be hosting an office turkey feast this Thursday, we would still like the opportunity to entertain and give our blog guests some food for thought.
Many businesses and custumers anxiously await holiday season sales, but before these big sales take place, all of the businesses spend money in advertising to draw customers in. These ads all have one thing in common – a message for the consumer.
Here is my personal favorite holiday advertisement I’ve seen this season: Gotta Go to Kohl’s on Black Friday.
Messaging is key for any business. But how are they crafted? In what tone? In what voice? Who is the intended audience? In what creative way are these messages delivered? These are all good questions, but the final product should be made of what Eric Morgenstern calls the anatomy of great messaging.
Within thirty seconds, the Kohl’s ad touches on each of the six elements of great messaging. And it does it in a creative, memorable, entertaining way. Not only do I know who they are, when the sale is, how it benefits me to go (christmas shopping done early, Kohl’s cash, etc.), but it is also simple, recipient-oriented, AND they brought it to us via parody of a notorious, viral song, which is stuck in my head on loop again. You too? You’re welcome. Bottom line – it works.
What else works? How about Ford’s unique approach to releasing the 2013 Escape? Or, how about the creative 404 pages found in this Business Insider article? I love creative messaging. Do you? What creative messages that exemplify the anatomy of great messaging did I miss? Let us know what you think!
Stay Digital.
Tagged holidays, Matthew Barnett, Messaging, Morningstar Communications, social media | Leave a comment November 22, 2011For the Love of Mailboxes
Posted in Best Practices, Integrated Marketing (IMC)
When I was a kid, I used to love sending and receiving snail mail. Who am I kidding, I still love sending and receiving snail mail. Except now, I don’t smother my letters in stickers, stamps and doodles. Maybe I should bring that back…
I recently came across a global art project that revives the “lost art of letter writing.” According to the Wall Street Journal, Ivan Cash, a 25 year old who was working in advertising, quit his job to start the project Snail Mail My Email. The project allows people to e-mail their thoughts (along with the address of a recipient) to snailmailmyemail@gmail.com. The e-mails are turned into snail mail by volunteers and sent for free. The project took off, and volunteers from around the world have joined the project.
I wrote one for my brother. Hope it’s on its way.
I have been doing direct marketing research lately and have come across some interesting research on how direct mail has been affected by the recent digital marketing boom.
Interestingly, some of the research finds that my generation, Gen Y, is one of the most receptive generations to direct mail. To me, this makes perfect sense. Aside from bills, I look forward to opening my mailbox to find Netflix DVD’s, catalogs, coupons and the occasional personal letter. While I feel like I’m constantly receiving digital marketing materials, I don’t get much mail, so it has a way of cutting through the clutter.
Here are some tips from John Jantsch of Ducttape Marketing on new ways to think about the tried and true method of direct mail.
While snail mail from a friend will always be my favorite type of letter to open, direct mail done right–personalized, relevant and interesting–can get my attention. Now if only I could avoid the bills that plague my mailbox…
Tagged direct mail, Gen Y, Holly Eckold, letters, Morningstar Communications | Leave a comment August 11, 2011 ← Older posts