While Brian Solis' recent TechCrunch post, Fear Kills Businesses, Dead offers much more than the two key points below, I thought I'd pull these out to share my favorite part of the post. Keep these items in mind as you review budgets and evaluate plans for 2009. It has been proven over and over again in several studies that cutting marketing budgets in a recession is a big mistake!

Do Not eliminate marketing or sales efforts. Okay, I’m biased here, but cutting marketing and sales has a direct and reverberating impact on future income, so don’t be surprised if next quarter’s numbers are down. Without support, sales will continue to trend downward.
Be wise as you evaluate your sales and marketing efforts. With the right team, you may want to consider maintaining or increasing financial support in order to excel while your competition retreats.

Do create an innovative and cost efficient formula for running a concentrated, sustained, and proactive outbound marketing program that effectively creates a bridge between your core customer’s needs and your product.

While companies are cutting costs to extend their runways, consumers and businesses are reducing spending in parallel. However, it’s important to remember that customers are not freezing spending altogether. They are and will continue to research, invest and procure the solutions, services, and products that will help them succeed, offer entertainment, or streamline aspects of their day-to-day workflow. And, they’ll also continue to make impulse decisions just for the hell of it.

Labels: infuze marketing, marketing in a recession, marketing plan for 2009

Marketing 2.0 Blog post this week regarding the value of advertising in a down economy. Bottom line: It's a bad idea to reduce or eliminate advertising in today's economy. Check it out!

http://www.marketingtwo.com/

Today, we thought it important to showcase Sierra Vista Bank, a client of ours that gives a great deal to our troops. In just the past few months, the Bank has sent donations overseas to help our soldiers through an organization called, Troops Need You and has recently worked with local organization Masters of Giving to facilitate a $10,000 donation to Soldiers' Angels, which will enable the organization to house over 15 veterans and their families for the holidays(http://newsblaze.com/story/20081110190039zzzz.nb/topstory.html).

Labels: greg patton, masters of giving, sierra vista bank, soldiers' angels, veterans day

Okay, so the latest news from Infuze is compliments of Vertical Response. Vertical Response, for those of you who don't know, is an online marketing service that can help grow your business through email campaign and printed materials. The following 9 ideas are what Vertical Response emphasizes as cheap ways to market your business and who doesn't love the word CHEAP?

Every now and then we'll write about ways to market your business on the cheap. In this economy we all need to think about ways to be creative. Here are a few more ways to add to the ever-growing list.

Gas Gift Cards - Have a promo where your customers need to purchase over a certain amount and they'll get a gas gift card from you!

SVM Cards has small denominations. You can buy $5 and $10 cards in 10 packs.

Cost: The cost of the card you choose. For example, $5 cards in a 10-pack is $55.
Benefit: You'll get people who might drive to come to your store!

Hand-written Thank-You notes - When you ship out a product, include a nice note that you hand write to your customers. They'll be shocked you did it!

Cost: The time it takes to write a note.
Benefit: Your customers could tell their friends about this amazing thing you did which will potentially spread positive word of mouth.

Selling to a Business? Scour BizJournals in your area for new business listings, there are hundreds of them. Also see InfoUSA or DemandBase for business addresses nationally or locally depending on your zip code.

Cost: A Bizjournals Subscription is around $50-$100/year (depending on your local area) for 52 editions. Plus you get the Annual Book of Lists (which is huge) for free.
Benefit: You can call/direct mail the businesses on a weekly basis and enter them into your contact management system or your VR account. I counted about 500 businesses listed with all contact information in a single week.

Swap - Ask a neighboring business if you can put your business card stack on their counter and vice versa.

Cost: $10 to print business cards.
Benefit: You may get some new business from people that didn't know about you.

Advertise On Your Car - If the cost of gas hasn't got you riding your Schwinn around town, why not put a magnetic sign with your logo, phone number and website address on it. Great for sitting in traffic! While you're at it buy a license plate frame with your info on it too. I've been thinking about putting a VR sign on the ole' Yellow Mini Cooper.

Check out: LogoMagnet, Vista Print, Magnet Signs

Cost: $20-30
Benefit: Doesn't take much and who knows? That person riding you on the highway might just take note! Make sure you find visible parking spots too!

Tradeshows - See if a colleague who owns a business would want to share in a tradeshow booth or sponsorship. NetBooks asked us if we would co-sponsor the Small Business Development Center Technology Bootcamp and we did!

Cost: Your time and the actual sponsorship.
Benefit: For half the price you can both get new business.

LinkedIn - If you don't have a LinkedIn account create one, it's free. Then fill out your profile as much as possible. Also, answer questions in the categories you choose to. It turns out to be a great way to get known as an expert in your field. Also when people search on your business name or your name, often times your LinkedIn profile comes up on the first page.

Cost: Free
Benefit: You get your name out there for potential new business.

Contests & Awards - Have people submit their favorite picture of their smile (dental office), favorite dog picture (groomer/kennel/vet) or favorite pose or strut (retail clothing).

Have them post the video or picture to picasa, flickr, or YouTube so you don't have to host anything. You've got a gig or two of free storage at most of these. Then send an email campaign to tell your customers about the contest. They'll upload their content, then send their friends to see it. As an offshoot you'll get more traffic. Then reward them with discounts or cash.

Cost: Free.
Benefit: Your customers drive more traffic to you.

Post Videos of Customers - When a customer walks into your business or you visit one at their offices, why not take a Flip camera (cheap) and ask them to talk about your business. Then simply plug the Flip into your computer (it has a built in USB!) and upload the videos right to YouTube. Don't forget to tag the video with your company name and some keywords so you'll come up high in the search engine rankings.

Cost: Free if you have a camera. Flip is $99.
Benefit: There's no better advertising than you're customer testimonials. Then you can get ranked in the search engines more as well.

OK, I've been preaching about this for just over a year now and Stacey for well, for forever, but Ken Peters, Creative Director / Brand Strategist out of a graphic design studio in Phoenix also said it well last week...I would like to also point out, he spelled stationery the correct way, he gets an "A+" in my book! Who would be surprised though, he is of course a fellow ASU graduate!

Maximizing A Too Often Overlooked Branding Tool

Next to your logo your stationery package is the most fundamental means of graphic communication in your business' branding arsenal – and one of the most powerful, and cost-effective, self-marketing tools at your disposal.

Emerging technologies continue to force the most sacred corporate dogma and business practices to evolve. While many old tools and techniques are being rendered obsolete the traditional stationery ensemble - letterhead, business card and envelope - is more vital than ever.

Next to a logo the basic stationery package is the most fundamental means of graphic communication in any business' branding arsenal, and one of the most powerful self-marketing tools at your disposal. An engaging business card, letterhead or envelope can command undivided attention, communicating boldly or subtly the image, personality, spirit and attitude of your company. How you conduct business, and the quality of your products and services can all be made evident every time you hand out your card or forward a document on company letterhead.

10 Hints For Developing An Effective Stationery Package:

When designing, or redesigning, your company's materials, keep these basic guidelines in mind:

1) Look to the future. If you are planning on being in business for years to come (and I'm guessing that you are) strive for a design that avoids trends and will stand the test of time while remaining distinct and memorable.

2) See the big picture. Develop a design that translates from stationery to brochures, a web site, advertising, and all of your other branded collateral. Consistency among all of your corporate materials builds brand recognition, and is essential.

3) Express yourself. Your stationery will help people form an impression of your company. Let your personality and philosophy shine through in the design. For instance, a person's title on a business card says a lot about the organization. Are you "President & CEO" or "Big Cheese"?

4) Know your budget. Print twice as many as you think you'll need - it'll cost you half as much in the long run. Consider business card shells (sheets of cards printed with everything but employee names) so that when new hires come on board the printer can do a simple one color run to add the names.

5) It's all about geometry. A standard business card is 3.5''x2''. While you can break that mold, you're still working with a relatively small piece of real estate. Don't be afraid to use both sides. Don't let the design get in the way of your contact info. If the design obscures the information, the card is a failure. Make sure that your design can accommodate names like Hamilton Willougby Van Vulkenburg III, PhD - in type larger than 5pt. Also, remember that a business card is not a billboard or poster; it does not have to be viewed from across the room. People will still be able to see your logo if it doesn't take up half the card.

6) Don't skimp on quality production, because with printing you often get what you pay for. A proliferation of online resources offer full color, low cost printing with quick turn around. Many of these resources leave much to be desired. Cheap paper and materials, and low quality printing can reflect poorly on you. Seek qualified printers that are willing to guide you through the process, and work with you to ensure a satisfying final product. Insist on proofs before going to press, and consider doing a press check, to ensure the job is being run to your satisfaction. Don't be afraid to "stop the presses" if it is not. Reputable printers will be open to your involvement in this capacity, and encourage such collaboration.

7) Be "sheet-smart". The paper you use can say more than what's printed on it. The tactile sensations of weight and texture and the visual impact of color have strong subconscious affects and can communicate powerful messages. And, these days, the recycled content of the stock may also speak volumes about your business and products.

8) Be sure the paper you choose is compatible with your desktop equipment. Some coated sheets do not accept toner and ink very well, while some stocks may be too heavy to run smoothly through laser printers, copiers and fax machines. Paper mills and distributors can often provide you with specs and sample sheets for testing.

9) If you have a particularly adventurous envelope design (And you should. Nobody likes to receive boring mail.), confirm with the Mailpiece Design Analyst at your local post office that it conforms to regulations. You don't want to find out after you've printed 1,000 pieces that the design makes them undeliverable.

10) Use the pros (at Infuze Marketing, (ok I added this part)). Don't cut corners, and don't try to do-it-yourself. A well-rounded stationery ensemble that takes into account all of the above truly requires the design acuity of professional practitioners. Make the investment in your business, and its future, by collaborating with design professionals who have a strong track record of success in brand development. Quality design and branding are an investment that will pay great dividends in the long run.

Labels: branding, infuze marketing, stationery package

There is no better way to introduce your business and stay “top of mind” with clients than to host an effective event! Events can include receptions, grand openings and even seminars, don’t limit yourself. While most people love a good party, there are a few tricks and tips that can help make your event a success.

Tips to Planning an Event
· Pick a day during the middle of the week, it decreases conflicts with weekend activities and gives people something to look forward to besides the weekend.
· Choose a location that is easily accessible for all of the invited guests.
· Make sure your event has a topic that interests your clientele in order to boost attendance. For example, if you want to attract those in the wine world you could bring in a vintner as a guest speaker at your event.
· Plan ahead. Allow at least 3 weeks to send out invitations so everyone can pencil you in.
· Have Fun! No one wants to work with a dud.

Recently I was at a luncheon with a variety of marketers and sales people (I know…the fact that they were all there together will be a whole other blog). And one of the seasoned sales professionals said the following:

“Marketing people make things so much more difficult than they need to be! the logo is too small. The logo is too fat. The logo looks stretched. The logo is the wrong color. The logo, the logo, the logo!’ Seriously…by the time THEY get the logo to look perfect, I’ve probably lost the sale. It shouldn’t matter whether the logo is a little bit off and the customer doesn’t even notice. Bottom line is they are more concerned about price and getting what THEY want to run their business instead of what OUR logo looks!”.

And he didn’t say it sweet and sassy, like I just said it….he was MIFFED!

The fact that I didn’t speak up and give him a 30-second branding lesson is a true testimony to my maturity level at this age (those of you who know me can cease the laughter please). But it did prompt me to clarify for those of you who feel the same way.

I come from both Sales and Marketing in my career path. Unbeknownst to many, one is indeed NOT cohesive with the other. And branding logic and philosophy is one of the reasons.

The brand IS your identity. It’s the visual for who you are as a company and what you represent. If your brand is stretched or the wrong color, it signifies that you do not pay attention to detail or your presentation or could care less what anyone else thinks about you. It also connotates that you think the client is visually impaired and not paying attention. And if you won’t pay attention to such things for your own company, what on earth makes me, the client, think you will pay attention to it in my relationship with you. Your logo should say “who you are” in an image…a literal snapshot that will stay with me, the client. Are you professional? Are you funny? Are you lazy? Are you classic? Are you too busy? Are you obnoxious? Are you sweet? WHAT ARE YOU?

You have ONE image to make that impression. ONE. Which means it better be the same if it’s on a variety of materials and the materials just happen to be in the same folder, which leads us to “consistency” of the brand. That “first impression” in ANY relationship is critical. I doubt, very much, that any successful sales person throws on 2 different socks, a plaid shirt, polka dot pants and tennis shoes to meet a client (unless you’re in the circus and I’m not on that topic) because they recognize they have to provide an appropriate, clear, concise, consistent, responsible first impression.

Example: I’ve got a VERY successful commercial contractor friend who can tell you exactly how many lines are in the pyramid of his logo. He would sell me on his services from that one trait…because it tells me he pays attention to detail. Wouldn’t you want him to build your medical facility so you could almost guarantee that a “bolt or screw or beam” didn’t get left out because…c’mon….”what difference does it make….it’s only a bolt”.

All that being said, the marketing team has a responsibility to not destroy the efficiency of the sales process by being ridiculously anal in the “branding police” process. Develop a standard guideline book and put all approved logos online, along with providing templates so sales teams can move forward without your constant micromanagement.

Let us all remember folks, irrelevant of which side of the team you are on: the brand is a reflection of YOU