Aglow Marketing's Blog

Marketing That Moves Us: I Was Born Green

Lily and I were chatting today about a new blog series entitled "What Marketing Moves Us" - because even though we are marketers, we're also consumers and buyers of goods and services. In fact, I'll be the first to admit I'm any great markete'rs dream.  I will buy new products, shop at new stores, and eat at new restuatuants based upon marketing alone.   So...the idea is that we'll be doing a regular post on marketing that moves us, makes us want to buy, and pass that insight along to you.  Our hope is that we can learn a little something from these examples that can be applied right away.  

THE CONCEPT:    A simple sticker on a Chiquita bannana that proudly states "I was born green."

WHAT GOT ME:   Such a clever play on words, especially with Green Marketing & Green Iniativies being one of the hottest  topics right now. (Interested in learning more about Green Marketing? -Join Indy AMA for a special luncheon focused on this very topic this April.)

WHY I THINK IT WORKS:    It's smart, it's  humourous -- plus it's worth passing along to a friend in conversation.  Also, when checking out Chiquita's web site I noted that they actually have an section dedicated to Being Green - so it's more than just a fun slogan, it actually is part of their culture and value system.

WHAT WE CAN LEARN:     When you are thinking of how you position your product or business, don't think quite so literally.  Expand your mindset. Think about how can you position yourself that evokes a sense of humor in a clever, thought provoking way that makes people think, remember you...and smile.

Making Time for Marketing: How To Make Sure Your Marketing Isn't an Afterthought

Is it just me, or has the beginning of this year gone by in a flash?  Between snow days and sick days, it's been difficult to get into a solid work groove.  As a result, the Aglow Marketing team has been keeping up with our clients' needs but (as is the case for many small business owners) not carving out time to work on our own marketing.  It's the same old "the cobbler's children have no shoes" conudrum. 

Many of our potential clients face the exact same issue - they know they should make time for marketing, they believe in the value of marketing, but as duty calls they simply don't make time for it.  As a result, their efforts become reactive or - worse yet - non-existent.  So how do we make sure that marketing isn't an afterthought and that it becomes a part of our daily activities?  Here's a few quick steps to get going:

1. Get A Plan -  It's difficult to make marketing a priority when you don't know what you are supposed to be doing.  Sounds like common sense, but so many people wish to bypass this important step and jump straight into tactics without an integrated plan.  Think through what you are trying to accomplish, who you are hoping to reach, what will move them to act, and how you will measure success.  Take the time to formulate a solid marketing plan rich with well-thought-out strategies to reach your goals - you will never regret it.  
2. Timelines & Calendars - Move your marketing plan into action by plotting out your tactics on a calendar.  Assign due dates and reminders - whatever it takes to engrain marketing your business into your daily life.
3. Be Accountable - By meeting with your marketing team on regular basis and reporting back on your progress, you will ensure your marketing activities are getting done.  Don't forget to track your success through analytics or whatever other metrics you have established in your marketing plan.

Lily and I recently spent a half-day working through our own marketing plan, and although it's not yet complete we are making sure we practice what we preach in 2011.  Stay tuned for some fantastic marketing efforts for Aglow yet this year.

Benefit of being an entrepreneur: Loving the people you work with!

Yesterday I was on my way to pick up a camera lens rental from Roberts Imaging downtown and thought it would be a good time to listen to a new podcast. I had downloaded a series titled Entrepreneurial Thought Leaders from Stanford University which I thought sounded intriguing.  I scrolled through the titles and settled on 5 Must-Haves of an Entrepreneurial Career featuring eHarmony CEO Greg Waldorf.

Waldorf was a good speaker and easily engaged me along my ride back and forth.  Even more, his very first point in the lecture really hit home with me.  It was along the lines of loving the people you work with and that the rest would figure itself out.  I couldn't agree more.  Working with Laura is both challenging and a joy.  We push each other to be better and lean on each when we need to.  We know that together our possibilites are endless.

Our latest possibility involves starting a marketing education program for non-profits called Do Good For Indiana. It's a project we dreamed up togther with Alan & Anna from Creative Roots Design Group - more people it's a joy to work with!  We hope to start our pilot program supporting the following four organizations that positively impact our community: CanINE Express, Indy Reads, Jameson Camp and Seeds of Hope.  The full Do Good For Indiana website launches September 30th.  In the meantime follow us on Twitter to stay up to date on all the latest happenings!

The firepower of having a partner - in business and across it...

 When I started my own photography business, LBS Photography, 6 years ago I was so excited to be ON. MY. OWN.  No more bosses to answer to and no more obnoxious co-workers to deal with.  I was free to pursue every idea I had and work whatever hours suited me (I love the middle of the night!).  But after a while I was surprised to find myself BORED. STAGNANT. and UNINSPIRED.  How could this be?  I thought working for myself would keep me from every feeling that way again.  WRONG-O.

Around this time, I had finally nailed Laura down for lunch - mainly a reason to get out of the home office for me.  I thought it was a chance to catch up with a good friend. (Aglow Fun Fact: Laura and I met at our first jobs at Centerfield Marketing downtown.)  But the Laura I saw that day was not the fun-loving, go-getter I had always adored and admired.  She had picked the more corporate career path and had enjoyed great success, too, but was feeling much the same way I was - Now What?

What was born from an innocent lunch among good friends turned out to be a powerful partnership.  Laura brought the strategic and sales mastermind skills to the table I didn't even realize how badly I  needed.  I brought the creative firepower and operational know-how to showcase our talents.  And it's been more fun and challenging that I could have every imagined.

And, now a year into it, we are learning this lesson all over again.  Through Laura's involvement with the IndyAMA (She's the Prez, actually.), someone suggested we meet with a design firm called Creative Roots.  The first meeting was a bit like a first date, a touch awkward as you're trying to get to know each other.  But once we really started talking about our business dreams and how we run our businesses (from the heart!) - it was instant chemistry.  And each time we've gotten together I feel more energized to be around Alan and Anna who share the same passion for helping clients grow their businesses.  By teaming up, it allows each of us the opportunity to focus on what we each do best while knowing we are supporting each other along the way.

So, if you're feeling like your business is losing a little luster, get out there and start asking (and looking !) for who might be a great partner to you.  You can define the terms - whether it's just a chance to talk shop, work on certain projects together or really seal a deal.  Chances are you'll come away with a renewed excitement and fire for getting down to business.

Feel the love for your vendors, too.....

So often we are worried about clients, getting them and keeping them, that we forget that we have many business relationships to handle as marketers, project managers and business owners.  The one I have often felt is under appreciated is our vendors, the ones where we are their clients.

I didn't really truly come to appreciate my vendors until I started running my own photography business 6 years ago.  A photo printer would suddenly start putting out shoddy work and I'd be left scrambling to find another one with projects and deadlines looming.  However, once I found the right one (usually via referral), I came to truly admire how they took the time to make sure I was on board, understood their process, were available and friendly when I had questions and always delivered in a timely manner.  They gave me piece of mind that while I was out shooting that I'd be able to produce the final product according to my schedule.

As Laura and I have been creating Aglow, we still deal with these issues.  This time a local printer I had trusted with one client's work suddenly started giving me terrible customer service and basically told me that Aglow wasn't a big enough client to spend his time on.  So, I moved on from this terrible experience and asked other trusted designers for their referral.  I was hesitant that being a "small" marketing firm that, again, we might be shooed away for lack of size.  However, we were welcomed with open arms at Faulkenberg Printing.

Jim Faulkenberg and Brian have been nothing short of phenomenal since day one.  Our first project we did with Faulkenberg Printing took several weeks with lots of little details to address.  They took endless amounts of time working through them with me and never made me feel like I was wasting their time.  I was impressed with their extensive experience and ability to answer my questions without going over my head.  And as we continue to work with them, I am continually impressed with their prompt communication and looking out for our client's best interest.  Jim even goes out of way to keep me updated on new orders my clients place after the initial set up to keep me in the loop.  I know he's a busy man and he doesn't have to do this but the fact that he does makes me appreciate them all the more.  It exemplifies customer service at its finest.

In closing, remember to love on your great vendors like Faulkenberg Printing.  They are an essential piece to keeping your business running smoothly.  Just like the rest of us, they appreciate hearing what a great job they do for you, too!

Making Your Dream Business a Reality

One of the most exciting things about working with our clients is helping those who have started (or are getting ready to start) a new business realize their dream.  These entrepreneurs are putting it all on the line to do what it is that gets them excited to start the day every morning.  You have to love the passion for what it is they do - it truly is inspiring to see in action.

We've all had those moments - maybe while taking a walk or perhaps even at work, when our mind starts to wonder and we think...what if I could...open my own business, write a book, start an event planning business, begin a non-profit for kids, you name it.

No matter what that dream may be, the important thing is that you are following it.  For Lily and I, our dream of starting our own marketing company is finally a reality. We had talked about doing this for years, and finally took the leap and said - why not - let's give it a go.  And I can tell you wholeheartedly, it's been one of the best decisions of my life.  Is it still hard work - of course.  But, it's work that I love and am truly passionate about which makes all of the difference.

If you are getting ready to launch your new business, keep in mind these initial planning steps..

1) Choosing a name - It's almost as hard as naming your child! However, give it lots of thought as you will be living with it for some time to come. We chose Aglow because it means "generating warmth & excitement" which is what we want our marketing to do.  Select a name that is memorable and evokes the feeling you want people to have about your business.

2) Designing a logo - Another major investment in your long term success. Sure your brother-in-law could help you out, but I encourage you to invest a little money to get this right.  Your logo is your identity and it will show up on everything from your business card to your web site.  You want to make sure it looks professional and again represents the image you want to project.

3) Determining your key marketing messages, target audiences & tagline- What is it that you offer that makes you unique?  What is the tone you are setting?  Who needs what you have to offer? And what is that phrase that will help people either remember you or understand quickly what it is you do.

There are many other planning steps that you'll need to take to move your idea into implementation, but don't let those steps stand in your way!  And if you need assistance, Aglow can offer brand image design services as well as marketing strategy services to help you with your business plan or in applying for a grant to fund your idea.

So, what's your dream? And what's stopping you from chasing it? 

Value added services can keep client care from going flat.....

Not long ago, I walked out of a meeting to find my front right tire was flat.  Not low but completely F-L-A-T.  And even though my older brother insisted I learn how to change a flat, this is definitely not a woman's favorite situation.  Especially when she's in dressy clothes and heels.

However, I wasn't too worried about it because I already knew I could take it back to Discount Tire on Lafayette Rd. and have it fixed for free.  When I bought the tires just weeks before I didn't really think that much of this service even though I knew it was available.  Yet as soon as the situation presented itself, it gave me instant piece of mind knowing my problem was solved for me.  Once I got there, they found the problem and repaired my tire in less than an hour.

This is a great example of client care and a value added service.  They built trust in my mind and gave me a reason to come back - with no extra cost to me.  And it definitely worked, as my family has purchased at least 3 sets of tires there in the last few years and I know that's where we'll go again in the future. I also love that the Discount Tire online store locator will send the store information of your choice straight to your cell phone!  Another great detail that keeps the client in mind. 

So, today take a moment to think of how you can keep your client care from going flat, too!

Hints for Copy Writing for the Web: Putting Your Customer First

Q:  What do these 3 words have in common?

• We
• Us
• Our

 

A:  More than likely, they’re the 3 most over-used words on your business’s web site.

 

Writing with the customer in mind sounds simple enough, right?  However, most of us find it kind of hard to describe “our” company, “our” services, and “our” products without placing the focus back on “ourselves”.  

 

Bryan Eisenberg had a great analogy comparing web sites that are overly self-focused to an annoying party guest who can only talk about themselves.  We’ve all had that happen to us, and you know you avoid that person like the plague!  Keep that thought in your mind as you consider the impression your web site is giving its audience.  Are people turned off when they read your copy because they feel “talked at” and not “communicated with”?  Or are you serving as a party host, welcoming them with open arms, addressing their pains and solving their problems.

A few years back a co-worker turned me on to the We-We Calculator, a handy tool that gives you a quick gut check on the level of customer focus that your web site has.  Simply enter your URL and the name of your company and within seconds you are given a score on both your company focus & self-focus. Pretty snazzy!  The creators of the tool stress that it should only be used as a reference point as there are lots of variables involved with writing great copy.  I’m also happy to see you can now run the customer focus calculator on text or ad copy too.

So, be honest…does your web site copy address your customers’ needs, wants, and desires?  Are you using “you” more than “we”?  What can you do to improve your focus on the customer and make them feel like they valued, understood and right at home on your web site.

How marketing and the Memory game go hand in hand....

Over the weekend I was visiting my three year old niece and one of her favorite games is the 'Memory' game.  In this case it was the Disney princesses version and she loved finding Cinderella, Snow White, Ariel and the others.  Each time she found the right one, her eyes would light up, a huge smile would appear on her face and she'd squeal, "They match!"

It was a great reminder that even at a young age how quickly we learn to identify things that go together.  I often challenge small business owners to try this game out with their own marketing materials.  Take them all out - your business card, pull up your website, your last pamphlet and ad - do they match?  Can you tell quickly they go together?  Often, you can't because each was created individually and not as part of a collection.

This is where there is so much value in having a logo, brand colors and even a simple style guide for your business.  Your potential clients are bombarded with images every day so make sure you don't leave them looking for your match.

6 Interesting Social Media Stats

We've been conducting research for a strategic marketing plan for one of our clients over the past few weeks.  As a result, we've discovered several interesting stats about social media usage.  I've pulled together 6 of the most intriguing stats below:

1. 96% of the Millennials (Generation Y) have joined a social network.  Generation Y (also known as the Millennial Generation or Generation Next or Net Generation) describes the demographic group following Generation X. Its members are often referred to as Millennials or Echo Boomers. This includes those with birth dates ranging somewhere from the mid 1970s to the early 2000s.   
2. Facebook boasts more than 400 million active users and its users are responsible for 60 million status updates daily.  
3. According to Forrester Research, nearly ½ of 18-24 year olds are what Forrester calls “Creators” – those who publish a blog or website, upload a video or audio they created, or write articles and post them online.  Just 24% of adults perform these activities.
4. There are over 200,000,000 Blogs.  And of those who are blogging, 34% post opinions about products/services and brands.
5. According to NASPA, 76.7% of College Students engaged in Online Videos with half doing so at least weekly. 
6. According to Compete.com, the growth rate for Twitter was 752%, for a total of 4.43 million unique visitors in December 2008.  In the start of 2008, Twitter had only around 500,000 unique monthly visitors. Source: Mashable/Compete, Jan 9, 2009

While these stats are certainly interesting, at Aglow Marketing we feel it's important to remember that Social Media, like any other marketing medium, is just one piece of the bigger marketing puzzle. 

There's no doubt that most, if not all, businesses should be considering their social media marketing strategy.  However, until you think through how social media really can support and enhance your overall marketing plan, the stats become just number on a page. 

Interested in discussing how you can leverage Social Media to meet your marketing goals?  Contact us to get started!