Social Anxiety

Company CEOs are responsible for a lot. From setting the long-term strategic future of their companies to driving their short-term health and success, CEOs play several important roles. There seems to be one role, however, too many are avoiding.

A recent study from CEO.com shows that more than 60 percent of large-company heads have no social media presence at all – not all that surprising, actually, when you read further and find how many view an active social presence as more negative than positive, especially when it comes to their brands.

Those leaders opting to stay on the social media sideline are missing out on big – and unique – opportunities, unfortunately. While still in the minority, the list of CEOs becoming active on social continues to grow – and continues to demonstrate daily why it’s a smart marketing move for CEOs and their companies:

  • It sends a message about their brand. Perception is reality, we’re reminded all too often, and usually because of negative circumstances. On the flip side, however, savvy consumers perceive CEOs who maintain an active presence on social media very positively. And that perception often extends across the entire brand.
  • It’s where your customers are. As companies grow, so do the layers of insulation around CEOs. Sometimes, this insulation gets to the point that it’s hard for a company’s leader to truly know what’s taking place on the front lines, especially when it comes to customers and their experiences. In addition, social provides a window into what customers really think about their services, their products, and their people.
  • It helps build trust, inside and out. CEOs must consistently fight against the perception – there’s that word again – that they’re removed, insulated and out of touch. An active presence on social media can help leaders change those perceptions – and build a stronger level of trust with both employees and customers in the process.

If you’re a CEO fearful of becoming active on social media, fear not! Instead, embrace it. Employ it. Enjoy it. You, as well as your customers and employees, will be glad you did.

 

Range of emotions

Back in September, we discussed how Facebook was considering giving users additional options to react to posts beyond the thumbs up / like button. As you probably heard last week, they finally did it! And just like the new feature itself, users – especially marketers – had a range of reactions to the development.

Most importantly: The long-anticipated change wasn’t simply a “dislike” button, as many had hoped for and requested. Instead, users can now select from a range of emotions – love, anger, stress, etc. – to better convey how a post makes them feel.

This has some marketers clicking the Stressed emoji. As we explained in September, their biggest fear is that Facebook has made it that much easier for users to react negatively.

Instead – as we also mentioned back in September – marketers should be welcoming the new system. For starters, they’ll get exposure to a richer and broader data set than they could previously access.

Secondly, it creates richer and broader opportunities when it comes to content strategy. Too often, marketers turn Facebook content into fishing expeditions, looking to lure in as many likes as possible. The new system lends itself to more versatile storytelling and more opportunities to connect with audiences on an emotional level – and, in turn, strengthen the emotional connection to their brand.

Bottom line: Like most things in life, the new system is not without its challenges and potential pitfalls. This doesn’t mean it should be feared by marketers, however; it should be welcomed as an opportunity to broaden their content strategy and tell more compelling stories. And that, as we said in September, deserves a big thumb’s up.

You can read our full post on the topic from September.

Smooth Sailing

Smoker_Fishing_BRWhile summer boat season may seem like a distant dream (or cruel trick) right now, it’s right around the corner for our friends at the Smoker Craft family of boat brands. Indeed, ‘tis the season for those thinking about purchasing a new boat – be it fishing, pontoon, water sports. ‘Tis the season, then, for us to help Smoker Craft make the decision easy.

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We’ve been working hard the past several months to produce high-quality, beautiful brochures for each brand within the Smoker Craft family of boat brands. With each one, we faced a similar challenge – balancing the uniqueness of each brand while carrying through the overall value that comes with being a part of the Smoker Craft family of brands.

The books are now done – and are already getting potential buyers pumped about boating season and warmer months. After all, when you have the right co-captain on your marketing journey, it’s sure to be smooth sailing.

 

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Get a Grip

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Channellock and Do it Best are both iconic American brands in their own right, and a recent exclusive partnership between the two has produced a family of exciting new products. When Do it Best Corp. wanted to launch a new Channellock-branded line of products, we helped them get a grip on the situation.

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Specifically, Do it Best Corp. was preparing to launch a new line of Channellock-branded ratchets, sockets and wrenches at its semi-annual buying market this past October. You only get one chance to make a first impression, as the saying goes, so this launch was particularly important in driving excitement and interest among the co-op’s members to carry the new line in their locations around the world.

To explain and introduce the new line, we developed an informative, appealing new brochure, as well as high-visibility signage and promotional materials for the market floor. Each piece carried over the famous Channellock brand while explaining all of the new products available in the lineup, as well as their high quality and consumer appeal.

With the new marketing materials playing a key role in the overall launch of the product line, the results to date have exceeded the co-op’s already lofty goals – with strong initial and ongoing member orders. It’s a rare occasion – and an honor – when you get to pair two great brands and help independent retailers across the country ratchet up their performance.

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The Rea Way

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Rea Magnet Wire occupies a unique and challenging space for a brand. As an unquestioned leader in its market – many, many people know the name, but a lot less know what exactly it is they do – or, for that matter, everywhere they do it.

That’s where we came in.

Recently, the team at Rea found itself with this unique challenge, wanting to clearly communicate the full scale and scope of its global reach to leaders at its core customers around the world. And, naturally, it wanted to do so in a concise and beautifully designed package can be even harder.

Our new corporate positioning for Rea serves as a transparent, comprehensive corporate report to these key stakeholders while telling the full story – the past, present and, most importantly, the future. This positioning offers insight into their current initiatives, their plans for the future of their business and the various ways they are working to be the best choice as a business partner for existing and prospective customers. It also provides a transparent view into Rea’s unique company culture, evidencing teamwork and trust as their core values.

Rea’s goal with their corporate positioning was to reinforce its position as a company key stakeholders can trust, with in-demand products, that also aligns with their personal values. Rea Magnet Wire wanted to ground their status as all of these, and strengthen their relationship with customers in the process. From the Magnet Wire Capital of the World (that’s Fort Wayne, by the way), we’re proud to partner with one of the industry’s great brands to tell their story.

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Getting in the game

It’s Super Bowl week, you guys! While most people get excited about the game, our focus is on the real stars of the show – the ads, of course.

Advertising in the Super Bowl is a wee bit on the pricey side, if you hadn’t heard; an average 30-second spot in this year’s game is now pushing $5 million. This astronomical cost helps to explain why so many advertisers want to get the most out of their spend by creating ads that will go viral, extending their shelf life indefinitely online. It also explains why most brands are eliminated from participating in advertising’s biggest day of the year – well, officially, at least.

This is mostly because a growing number of people don’t just watch the game – and its ads – on their TVs anymore. Increasingly, they’re bringing a second screen (phone, tablet, laptop) into their viewing experience. This second screen enables them to discuss and debate in realtime with their social networks via Twitter, Facebook, Snapchat, etc. It creates a conversation around the single most watched that is instantaneous, intimate and entertaining all at once.

It also creates ample opportunities for enterprising marketers. Sure, you may not be able to drop a couple million on a 30-second spot, but you can still take advantage of the most captive audience of the year, using your brand’s official social media channels. Here are a couple of relatively easy ways to bolster your brand during the big game:

  • Offer your opinion. So you couldn’t afford an ad yourself. Big deal! You can still share your opinion on the all the ads shown throughout the game. Use humor to discuss what you like about each spot – and keep a running list of your favorites to share after the game wraps.
  • Home in on hashtags. To take full advantage of the sizable second-screen audience, observe which hashtags are “official” or most widely used, especially when it comes to the game’s ads. This extends the reach of your tweet or Facebook post or Instagram post beyond your traditional audience in an exponential way.
  • Put out a little play by play. Sure, we’re partial to the ads, but some people like watching the game, too! Offer commentary about the game, especially on big plays. As Oreo showed a couple of years ago, you can make a social media splash even when the lights go out.

It may cost you some time out of your Sunday evening, but marketers can score a touchdown for their brands in front of one of those things that are increasingly hard to come by in today’s decentralized media world – a massive, captive audience. And it won’t cost you $5 million.

Defining the difference

For more than 50 years, IPFW has established itself as a local icon and global institution. Over the past year, we’ve been happy to help them explain what is it that makes them different.

Working closely with IPFW, we helped create the Don Difference Series to share highlights of the countless research, scholarly, and creative endeavors on campus. These vignettes showcase the university’s commitment to excellence in higher education and integration of campus and community. The vignettes offer a first-hand glimpse into the social, cultural, and scientific innovations happening right here in Fort Wayne.

“At IPFW,” the school says in introducing the series, “curiosity makes history, passion inspires awe, and Mastodons leave big footprints.”

That’s the Don Difference – and that’s the story we’ve helped them tell.

Click here to learn more.

Push and pull

We talk a lot about social media, content strategy and digital marketing ‘round these parts. And for good reason, of course; an active and engaging social presence, backed by a high-quality website, provide your audience a high-profile destination befitting of a leading brand like yours. This very important aspect of your overall marketing shouldn’t exist in a vacuum, however. After all, what good is a great destination if no one knows it exists – or how to find it?

In the marketing world, we call it having a healthy balance of “push and pull“. The “pull” comes from your destinations – those platforms you manage (website, social channels, etc.) The “push” is how you proactively connect with your audience, promote your pull presence and, ultimately, drive them there.

It was this article, in fact, that got us thinking about push and pull – and about ensuring that “push” in particular is a key component of your overall marking effort. The important question, then: What are some ways we can push awareness of our social media and digital presence and pull them to it? Here are a few for you to consider:

  • Email marketing. An incredible, outstanding example of which you’re reading right now! Odds are, you have an impressive database of email addresses for current customers, prior customers, vendors, suppliers, etc. Email marketing – developing and delivering an informative/education email on a regular basis (weekly, monthly, etc.) – is a great way to both demonstrate your company’s industry expertise and to drive them toward your social/digital presence.
  • Email marketing. Wait, what? Didn’t we just cover this? We did, but there’s also an easier way to use email to drive awareness of your social and digital presence – include it in your email signature. While, at first thought, it may not have the same impact as the email marketing discussed above, consider the cumulative effect of everyone in your organization including links to your social presence in their email signatures – and then how many emails you send on a daily basis. That can drive a lot of awareness.
  • Everything else. Do a deep, comprehensive audit of all the many different touchpoints you have with your current and prospective customers – business cards, print ads, signage, product packaging, on-hold messaging, etc. How and where can you drive awareness of your social/digital presence on any or all of them simply by adding links and/or logos?

From your own email marketing strategy to simple email signatures, there are a number of effective ways you can drive awareness of your social presence to your key audiences and pull them in. All it takes is a little push to get started.

 

Prize fighters

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Once again this year, the community-minded folks at Kroger devote the month of October to raising money to help the fight against cancer. And once again this year, they turned to us to help them take the fight public – and raise as much money as possible.

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Through its annual Fight Cancer Day promotion, Kroger stores in the Fort Wayne area donate a percentage of their sales from an entire day in October to three organizations leading the fight against cancer – the American Cancer Society, Cancer Services of Northeast Indiana and Francine’s Friends. In addition, shoppers can make donations at check-out through the entire month of October. The more shoppers who know about these opportunities to help in the fight, the more money raised, of course. Which is where we come in.

Working with the team at Kroger, we identified three store employees from the region who’ve fought cancer and won, connecting them with one of the supporting charities and then showcasing them in a high-profile, cross-platform campaign, including outdoor, print and in-store materials.

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While we don’t know the total amount raise for this year’s efforts, we’re confident our sharing of the inspiring stories of perseverance and bravery shown by these employees will make this year’s total one of the best ever. And, in the process, make the fight against cancer stronger than ever.

That special sauce

Based in Indianapolis and operating nationally, Pure Development is a unique commercial real estate development firm focusing exclusively on office, industrial and healthcare build-to-suit projects for some of America’s largest and most well known companies. Their unique mix of institutional experience and entrepreneurial spirit gives them a competitive advantage – and a special story to tell. That’s where we come in.

In addition to developing an entirely new web presence for Pure, we also created a custom brand video to help explain the firm’s “special sauce” that’s been such a foundational element of its growth and success. To tell the Pure story in a visual, engaging manner, we used a mix of graphics and custom photography to bring its mission, vision and approach into one video – a video representative of expertise, experience and effort the team puts into each project. The video emphasizes the unique nature of the firm, the notable scope of its work and the impressive experience of its principals.

Commercial real estate development is a competitive world, and it can be easy for the “big boys” to muscle out the smaller firms through their sheer size and scope. Pure offers the experience of the big firms and the flexibility and personal attention of a smaller one, offering clients the best of both worlds. And through its new site and new brand video, we’re helping them share their unique story with the world.

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