Best Marketing Plans

As the president of the Indianapolis marketing firm, Element Three. I get lots of direct mail. This week, I received a postcard from a very prominent state university trying to get me to sign up for a program designed to "provide intensive study and experience in both the elements and contexts of leadership."

Sounds interesting.

There is no way for me to respond.

There is no phone number, no email address, no web address to visit. No informational session to sign up for. There is absolutely no call to action.

When you're designing direct marketing tactics as part of your strategic marketing plan, don't forget the call to action.

Here are some ideas for CTA's that you can use to better calculate your return on marketing investment. I'm guessing the ROI on this piece I received will be $0.00. 

• Download a white-paper
• Access a survey
• Phone Number
• Email Address
• Special Landing Page
• URL
• Free Trial
• Sign up for a demo
• Webinar
• Complementary tickets to a special event
• Enter to win a drawing
• DVD with more information

Happy marketing - and don't forget the Call To Action!

 A few months back I wrote a post Keep It Personal and the value of personalization and how it can improve the impact of electronic or direct mail marketing. In addition to creating stronger brand identity in the market, it brings life and emotion to your people and your brand message.

I encountered an example of how powerful personalization can be in my personal life this week.

I have sponsored a child through World Vision for about 8 years. When I was single and most of my money was discretionary, it made me feel good about myself that $30/ month was being sent to a small country in Africa to help a young boy named Omar get food, clean water and access to medical care.

I was literally talking to my husband a few weeks back questioning whether Omar was actually receiving the stuff I was sending him when I received this in the mail:



If you look closely, the picture in Omar's left hand is a Christmas picture of my husband and me about 3 years ago and the picture in his right hand is a picture of our family from last year.





This is a picture of the full piece I received from World Vision on Omar. The part on the left is a brief bio of what is going on in his life and the picture of him in the center holding the pictures of us.

This had such a profound impact on me. Never will I meet Omar face-to-face, but the fact that he knows what I look like, that he's kept pictures of me, my husband and daughter for years - made me realize how important my $30/mo was in his life. This experience made me feel like I had a relationship with Omar even though we will never communicate electronically or in person.

How can you bring your brand to life and make a human, emotional connection with your clients or prospects? I'm thinking about the same things for my business. 

I can tell you that it starts with being clear about your brand. Who you are and what you stand for. If you're looking for ways to clarify your brand or ideas on how to personalize your marketing tactics - visit Element Three's website to learn more.

 I recently hosted a young college student at my home for two weeks and my observation is that she spent most of her time 'living through the small screen'. Translation: her cell phone. She constantly texts, makes calls and surfs the web. Those of you who live with teens already know about this. To me, it came as a shocking reminder of how electronicized our youth have become. Recent studies by brain scientists link greater difficulties with ADD to extended use of cell phones and other electronic devices. Traffic accidents are caused by them every day. And in this case, I often felt I was having a conversation.....with myself. Don't get me wrong. I have an iPhone and use it for finding my way around, getting restaurant recommendations, texting, even making phone calls. But I don't recommend viewing the world through that tiny screen. All you have to do is look up. There is a huge virtual reality screen surrounding you. It's called THE WORLD. Let's actually live in it.

Yesterday was a bittersweet day. We said goodbye to four summer interns; students studying visual communications at the Herron School of Art and Design.  This was Element Three's first foray into hiring a larger group of interns, and I have to say it was a very positive experience.

Each student brought a unique skill set. To enhance the internship experience, our goal was to provide each with a project that would develop a personal area of interest in the design and communications realm. We fully immersed them in the day-to-day life of a marketing communications firm. Whether it was brand identity development, brand research, new package design, or developing an iPad video, this group rose to the challenge.

Three months blew by, and I think we all grew from the experience. The opportunity to bring fresh energy and talent to the mix made our office buzz.  We know several of our clients had the opportunity to interact with some of our interns. A double bonus for all involved.

The experience fueled our drive to provide opportunities for design talent to grow and develop. This year's group, Andrea, Alice, Joel, and Ceverly head back to the classroom on August 23rd. We wish them every success. And, we look forward to repeating the experience with a new group next summer.

I'm in the process of writing an audit for a client on their marketing tactics and I had to stop to write this blog post.

Here's why.

As the president of the Indianapolis Marketing firm, Element Three, I get the opportunity to see into lots of different companies and how they're executing their brand and marketing strategy through different tactics.

Overwhelmingly the biggest mistake I see companies make - is that they execute various marketing tactics - like email marketing, social media, twitter, Facebook, sales collateral, websites and trade show events with no purpose. 

What's the intent? What do you want it to do for you and then PLEASE look at the statistics, calculate your return on marketing investment and adjust accordingly.

What does this have to do with the title of this post about Element Three on Facebook?

Let me explain.

I wrote a post Why Element Three doesn't have a Facebook Page in March of this year. The reason we didn't have one is because I couldn't put my finger on it's PURPOSE for us. Even though nearly every agency in town had a fan page and we were getting tons of requests to help clients with their social media presence - I couldn't justify the time and effort without a clear purpose.

A few weeks ago I became settled on the intent and purpose of Element Three having a Facebook presence. It's a back-stage pass to our office for clients and prospects. The happenings and goings-on will be posted - with pictures of the creative process and our team in action. We also have plans for special offers to be made available only to people who have 'liked' us - as our thanks for following us and adding value. The people and culture of an advertising agency is nearly as important as the work; and it is our intent to have this page be a window into our office.

So I ask this question - can you look at each of the marketing tactics you're working on - and clearly define its purpose? If not, stop - and don't do it again until purpose is established.

Oh, and next time you're on Facebook - will you Like us?

 In a recent meeting, a young woman visiting our Indianapolis corporate branding firm for the first time used jargon of her industry, much to the chagrin of those of us who were in the room listening quizzically to her presentation. In the end, she was presenting her company's capabilities and hoping to see services to our firm. Instead, we all looked at each other after she left and said, "No."

Unless you plan to hand out a glossary beforehand, stay away from needless industry lingo. Its effect can be off putting and even worse, it can lose you business. And that's the bottom line.

 It seems to be happening. The creative jobs are finally loosening up. Art directors, copywriters, designers....I know many who were laid off during this tough recession. Some are freelancing but miss the benefits of their company jobs. Others are counting on the financial support of spouses or family. Others have just plain hit rock bottom. Well, at last, I have begun to see jobs for creative folk posted online. All of this makes me wonder....will the market ever be what it was? As clients continue to be somewhat conservative in their willingness to commit to billing levels with advertising agencies and design firms, both in Indianapolis and elsewhere, managers continue to be tepid on hiring staff. Perhaps the Hollywood model (in which just the right group of freelance consultants are brought together for each project) is the wave of the future.

Comments, thoughts? Freelancers and staffers?

It's our FINAL event within our summary seminar series KEEPING UP WITH THE WEB. We have received excellent feedback from participants in our first three sessions. 

Here are a few of the comments we have received in our post-seminar questionnaire:
"The information discussed was incredibly relevant to my business"
"Excellent seminar"
"Very informative"
"Ton of good info"

Join us at our event on August 11th to go in depth with Google Analytics and how you can harness its power to assist you in measuring return on marketing investment and how your traffic is engaging in your brand and your website.

WHEN: Wednesday August 11th @ 9:00 am or 1:30 pm
WHO: Business owners, marketing professionals and executives
TOPIC: Understanding Google Analytics as an Effective Measurement Tool
WHERE:  3500 DePauw Blvd.
             Pyramid Three
             Conference Room C, Lower Level
             Indianapolis, IN 46268

Are you measuring your marketing? Do you have Google Analytics set up on your website but don't know how to interpret the data? In this session we will go walk through the ways Google Analytics can be leveraged to measure your online and offline marketing efforts. Get more out of your marketing and attend this session.

Register and get more information on our Google Analytics Seminar. 

A special thanks to Cirrus ABS for partnering with us to put on this great summer seminar!

 OK, does anyone else think that the two women who drove 70 miles from Washington state to Idaho to get dishwashing detergent with phosphates are over the line? How important are spots on your glasses? Are you willing to give them up for cleaner rivers and streams? (I guess I am...and I don't think I'm the only one.)

Next time I'm at a party and I notice spots on the glasses, I'm going to thank the hostess.

 I just spent a week on vacation in Montreal and Quebec City. Both are mainly French speaking, with English as a second language as well as any number of other European, Asian and African languages. Upon our return in the U.S., I was relieved to be back in a place where English was the default. But I also missed a few things.

In Canada, everything you buy seems to get about 25% added to the price in taxes. Knowing that Canadians get free government health care, though, made this more palatable for me. I left wishing we would be willing to do the same here in the states.

Another difference: infinitely clean streets, with constant sweeping by public servants and use of trash containers by all. I could only imagine there must have been a huge fine for littering...or else Canadians are just very compliant. (The same goes for jaywalking, by the way...it just doesn't happen. And NOBODY crosses the street unless the light is green, even if no one is coming.)

More enthusiastically interesting design, both in architecture and graphics. The advertising, product design, brochures, posters, interiors and buildings we experienced and saw seemed to have a pervasive sense of clarity, fun, colorfulness and simplicity. Overall, the brand communications didn't seem to take themselves as seriously, making for more brand likability. In other words, these Canuck brands made me smile. So I guess I tended to like them more.

After visiting Montreal's ultra modern convention hall with colored glass walls and a forest of pink plastic tree trunks in the lobby, you just can't help but smile. How can you make your brand communications, your brand identity, and the experience of your brand just a bit friendlier?

Element Three is ready to kick off the third part of summer seminar series, KEEPING UP WITH THE WEB, in partnership with Cirrus ABS.

WHEN
Wednesday July 21 @ 9:00 am or 1:30 pm
WHO
Business owners, marketing professionals and executives
TOPIC
Social Media: Integrating As Part of Your Marketing Mix
WHERE
Pyramid Three, 3500 DePauw Blvd.
Conference Room C, Lower Level
Indianapolis, IN 46268

In this sessions, attendees will walk away with a long list of 'to-do's' on how you can begin integrating social media into your company's marketing efforts. We will dispel common myths and discuss in detail The Social Three – Social Marketing, Social Networking, and Social Media.

For registration and more information please click here. 

Intern, Joel Wittman along with Ben working his magic!

Executing strategic creative is just one of the many services provided to clients by Element Three. Last week, working with one of our summer interns, we moved into the audio production phase of a video project for one of our clients. What an experience! Special thanks to the engineers at Earshot who supported our vision for the end product, which is scheduled to launch at a September tradeshow.
 

 Element Three has recently been involved in its share of new business pitch meetings. We've done our homework, made proposals and responses to requests for proposals and choreographed presentations alongside our strategic partners. But how does a smart client actually pick the right marketing/branding/creative partner? Here are the things clients usually look for:

1. Experience in their industry: this seems to give clients a sense of comfort. And it can help you ramp up quickly when you know the industry well, can speak the lingo and are familiar with the players and the issues. But don't be drawn in by this alone. The very best firms are fast learners. Firms that only work in one industry may get stale or be lulled into standard solutions.

2. Onboard capabilities: again, clients like knowing that the things they need are readily available. Again, this is changing as are the creative industries. No longer can most agencies and marketing firms afford to keep a full staff for every sub specialty because fewer clients are willing to pay the high fees to cover this overhead. So agencies are increasingly using the Hollywood model in which the agency is part of a web of trusted partners upon whom they call when specific needs arise. So rather than expecting all the resources to be on staff, ask who the strategic partnerships are and how much work they have done together successfully.

3. Integration: this is becoming a buzzword amongst clients, and for good reason. As marketing budgets get squeezed, all marketing touch points must work together and support each other. Ask for examples of integrated marketing efforts and find out how they work rolled out into the market.

4. Strategic creative thinking: not all clients have figured out this one yet but I think it separates the men from the boys. You can do all the strategic thinking you want but if it's the same as everyone else, you'll likely have a "me-too" brand or a marketing plan that's a lookalike with your competition's. Creativity and innovation is key to success in strategic brand and marketing strategic work as is strategic thinking key to successful creative work. Though your creative may be wonderfully fresh, if it's saying the wrong thing or speaking to the wrong people, you're wasting your money.

5. Return on marketing investment (results): many clients ask this first, especially in our tough economy. Ask for examples of their work along with the results they caused. Even if they can't state a number figure (private companies sometimes will not release this data, even to their agency partner), you can still ask for any evidence that the work succeeded in reaching its goals. (new customers, successful product acceptance, entrance into new market, broader share of market, etc.)

5. Good chemistry: many clients don't formally ask this question but in fact it is probably the most important unconscious factor that either makes or breaks the outcome for the agency. Do you enjoy meeting with the agency team? Do they seem sincere and enthusiastic about your business and your market? Do you trust them to do what they say they will do? Check out their references, especially clients they have worked with long term, whether they are in your field or not.

Happy hunting!

 Indicators at Element Three are that pent up demand for brand identity development, brand positioning strategy, strategic marketing planning, design and advertising creative services are on the upswing. We're hopeful that this is a sign that business is finally picking up and markets are recovering from this long, hard time in our economy.

Businesses that continue to invest in their brand and marketing outreach in tough times are the ones that historically recover more quickly and build their businesses long term.

We'd like to hear from you. Have you been experiencing upward trends in your business?

 I recently viewed a two-way e-mail exchange between two business colleagues (not Element Three colleagues!) in which both parties obviously were in conflict with each other. Hot words were exchanged, though sometimes cloaked in politically correct phrases. As a result of the exchange, one of the parties quit their job.

As a communicator, I often lament with my students this kind of misuse of e-mail communication. Because it is so easy for many people to write things they wouldn't be comfortable saying out loud, written responses in tough situations can quickly be blasted off into the ether of the internet never to be taken back. In fact, sometimes e-mails written in the heat of the moment even get sent to the wrong person by mistake, further complicating an already difficult situation.

Here are some recommendations about using e-mail wisely:

Don't write an e-mail in a moment of anger, fear or humiliation. Wait until you've had some time to process what is going on and get clear on what you actually want to have happen short and long term with the person you are considering e-mailing.

Write every e-mail as if it might be saved, printed and shared with others because it very well might be. Don't say anything you wouldn't say to the person's face.


Remember that in e-mail communications, you don't get to share the nuances of your tone of voice, facial expressions or body language. So phrases that are open to interpretation may mean one thing when spoken and other when written. Also try to stay away from slang or vernacular phrases in e-mail communications because they may be interpreted differently by the receiver than your intention.

Keep your e-mails brief and to the point. Use them to share detailed information, directives, key information that colleagues need to have in writing.

If you need to have a critical conversation, do not do it via e-mail. Take the time to speak to the person one on one. Being in the room is best. If that is not possible, using a Web cam two way communication is second best. Phone calls are third best. And texting or writing online comments are equal to e-mailing.

And most importantly, E-mail communication, when done via your company's e-mail server, IS brand communication. Brand communication affects your brand. Writer beware.

 OK, this has nothing to do with marketing communications. But if you have a chance, go and see Toy Story 3. It's an animated film with real heart. It's beautifully produced. And you definitely don't have to be a kid to love it. (though it helps if you go with one!)