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Dr. Delore Zimmerman, President and CEO of Praxis Strategy Group in Grand Forks and Fargo, N.D. with affiliate offices in Los Angeles and Sacramento, California and Accra, Ghana, West Africa, has served as the Coordinator of the Red River Valley Research Corridor since 2004. Praxis has been awarded 9 Small Business Innovation Research Awards. |
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In the ever competitive world of business, companies are constantly seeking bigger, better, faster, more. Trouble is, many companies lose focus while trying to attract more business and more customers. You can see the evidence bleeding from marketing materials every day.
While clamoring for more customers, some marketers make the grave mistake of trying to appeal to a wider audience by broadening their marketing message rather than zeroing in on what truly differentiates their business from the competition – all the while diluting their message and brand perception along the way.
You’ve seen and heard it before, “For all your [so and so] needs,” or the exhaustive list of specifications or services. What do you suppose sticks in the mind of the consumer when they are exposed to such generalizations? Absolutely nothing.
So what do you need to do to get your marketing message to stick? Find the “one thing” that sets you apart from the competition, zero in on it and make it the absolute focus of every aspect of your business. If you are a low-cost supplier selling low price, completely own the “low price” category in everything you do. If you believe your service differentiates your company, let “service” prove itself by being at the center of everything you do. Own the category so hard that no one else can duplicate what you do.
The key here is brand differentiation. Do one thing and do it well. Take Bobcat Company for example. Focused on providing the toughest, most reliable compact equipment and tools, everything they communicate is “tough and agile.” You will never see Bobcat market a BIG piece of equipment. Or how about Disney theme parks? Completely focused on “family fun” (When was the last time you saw Disney LIST all their theme park rides vs. Six Flags? You won’t!) And there are local examples all around you – the furniture company that has touted “best selection” for the past 20 years, the restaurant that serves “open pit steaks,” the broadcast station that is the “region’s new source.”
As a marketer, if you want to truly grow your business, broaden your appeal by differentiating your brand CLEARLY in the marketplace. Choose what sets you apart, then live, breathe and communicate it through everything you do. Don’t muddy your marketing materials with a mix of messages. Say ONE thing, say it loud and clear and say it often. By giving customers fewer things to process you’ll be giving them more information than ever before.
What local brands can you point to as great examples of clear brand differentiation? Or others that you think might be failing at differentiation? It’s always great to learn by observing others.
Colin is a senior strategist for The Flint Group. Follow him on Twitter @colinnclarke or on Facebook at Facebook.com/cnclarke.
A public policy news and information website published by Praxis Strategy Group of Grand Forks, N.D., has been named as a top site for 2010.
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Grand Forks, ND (Vocus/PRWEB ) March 16, 2010 — A public policy news and information website published by Praxis Strategy Group of Grand Forks, N.D., has been named as a top site for 2010.
Planetizen, recognized as one of the world’s most popular urban planning websites, included newgeography.com on its 2010 list of the best planning, design and development websites for 2010. The sites named to the annual list are said to represent some of the top online resources for those interested in planning, design and development.
Websites are nominated by Planetizen readers and staff and judged against a common set of criteria including content, design and usability.
In citing NewGeography.com, judges commended its fair and balanced content, even though it sometimes goes against the grain of popular thinking among planners: “It was inevitable that certain voices that reject the current belief system of urban planning – people like Wendell Cox, Joel Kotkin, and Michael Lind – would band together. What wasn’t inevitable is that their collaboration would be readable, fair, and dare we say, balanced. With a bent towards the libertarian, Kotkin and crew cover urban issues, housing, politics and the suburbs with a hefty dose of demographics and GIS maps.”
Launched in 2008, NewGeography.com includes analysis and commentary on economic development, demographics, economics, politics and other public policy issues. It features writing and research from authors across the U.S., Europe, China and New Zealand and publishes an annual “Best Cities for Job Growth” in partnership with Forbes.com.
Praxis Strategy Group is a partner with the Flint Group
Traditional evolution of business has lead to segmentation by department for many companies. Marketing, sales, customer service, human resources, finance and fulfillment are some of the most common. But digital communications is creating a virtualization and convergence that is dramatically changing the way businesses operate.
How customers engage with companies has changed with the explosion of digital and social networking tools. Customers have wrested power to engage with companies on their own terms and in a fully visible environment. One-to-one conversations have now become open forum, placing greater pressure on companies to be well organized and prompt in response.
Customers can choose to engage on your company website using Google Sidewiki or your own message boards. They can also engage via social media outposts should you have a presence there. And if you don’t have social media outposts, they can still engage your brand in discussion whether you are present or not!
A service question, warranty question, sales question, human resources question, finance question or shipping question or concern can all be directed to the same place in the digital environment. Customers look at your company as one entity, not as a network of departments, and they expect your company to respond as one entity. The lines blur, the departments converge and at the end of the cycle only one thing matters – have you answered the customer’s question?
Your company’s success is based on the brand promise that you communicate to your customers. How well you manage customer expectations through their engagement with your brand, your company, ultimately determines your long-term viability and growth.
Step back and have a look at your organizational structure. Now look at all your customer touch points. Are you prepared to respond to your customers in an efficient, timely manner regardless of question? Do you have a strategy for managing customer interaction in a digital open-forum environment? Are your departments prepared and trained to work cross-functionally?
If not, it is time for digital strategy and social media strategy to integrate with your company’s management and planning process. Your customers are already converging. Are you prepared?
Colin is a senior strategist for AadlandFlint and the Flint Group. Follow him on Twitter at @colinnclarke.
Image courtesy CubeFigures.com
After the holiday hiatus, we are back with another “5 Question Friday”. John Hyduke, President of WestmorelandFlint and Business Development Director for the Flint Group, sits down to discuss what goes into opening up a new location and the growth of Flint Direct. We also manage to sneak in a conversation about hockey and his four lovely daughters.
The appropriate starting point in any social media strategy is to establish a managed listening program where a brand or company can monitor what is being said about them. Blogs, message boards, comments sections and the myriad of social networking tools all hold potential for word of mouth harm (and good).
In a recent post I discussed the importance of managing misinformation in the digital realm, and I’ve found a wonderful example of effective “listening” to share.
In the post AOL’s SEO “Strategery,” blogger Frank Reed makes the case for why he feels the new AOL strategy will not succeed. He refers to AOL’s intentions for unique content generation and gaining ground through search engine results. Reed recalls this type of approach as creating “craptent” and cites the company Associated Content as “the master of ‘craptent’ generation for search engine gain.”
This is where the value of a “listening” program comes to bear and a perfect case for effective listening. Associated Content President Luke Beatty reviewed the blog and commented the same day, likely within hours (or minutes?) of the post going live. Beatty’s comment appears within the first 3 comments and provides an effective clarification of the Associated Content model and respectful rebuttal to the ‘craptent’ tag. And as any blogger worth his salt should do, author Frank Reed acknowledges Beatty’s comment with a respectful tip of the hat (Read the blog article and related comments here).
The point is not whether the AOL blog article is right or wrong. This point here is that Associated Content was called out in a blog and they felt was it was a misrepresentation of their brand. Quickly and efficiently, Associated Content made their counter-argument for all the world to see – and it was done in a tactful and respectful manner.
Associated Content perfectly demonstrated the importance and value of an effective listening program and the efficiency of an organized and planned approach for response. A case of social media strategy, implemented and executed perfectly.
So, if faced with a similar situation, could your business respond the same way?
Colin is a senior strategist for AadlandFlint and the Flint Group. Follow him on Twitter at @colinnclarke.
(Image: David Allison, Listening Post at Whitney Museum of Art, 2002)
I recently attended the Resource Development Council of Alaska’s annual conference in Anchorage. The conference is always a great opportunity to gauge the pulse of Alaska’s economy and get a sense for the year ahead. I attended every session over the course of two days and was struck with a recurring theme. When dealing with resource development issues, managing misinformation holds great importance.
At the conference a number of different industries shared their challenges with managing misinformation as they sought to proceed with resource development projects. Examples from tourism, fisheries, mining, oil and gas exploration and timber were all shared. All industries critical to the economic health of the state, and all industries facing challenges in managing misinformation in their development efforts.
In recent years misinformation management could be handled through traditional public relations means – a fact-correction press release, a media announcement, an on-air interview or even through paid advertising. But as our digital world has been expanding the power of traditional media has been waning. As a result, the means by which misinformation is being generated and shared has changed greatly. Blogs, message boards, opinion sites, comments sections and all related means of social media have completely changed the way audiences consume information.
So what steps should industries take to manage misinformation in this new, open-source environment?
1) Develop a formalized, managed “listening program.” You can do it on your own through a combination of Google Reader, Google Blogsearch, Twitter Search and Technorati, but plan on investing time on a daily basis to manage your searches. An alternative, you can engage an organization that can establish, monitor and analyze mentions through use of professional tools that provide dashboarding and reporting functions. If you cannot invest the time on your own or not sure where to begin, consider seeking out the help of a digital strategy firm to get you started.
2) Leverage the transparency of social media. Assuming your organization has nothing to hide, be proactive in citing research, objectives, permitting processes, progress and delays. Transparency is key to managing misinformation. If you’ve got nothing to hide, prove it by sharing everything and do so in a very public environment. Post updates, blog entries, wins and losses to your web site or blog site. Include presentations and videos, photos and supporting research. Leverage YouTube, Flickr, Slideshare, Twitter, Facebook, Ning and other sites to share your information. In a battle of misinformation make sure your information is through, detailed and accessible through multiple sources across the web.
3) Have a social media crisis plan. In the world of social media you cannot affort to wait to respond to an inflammatory situation. Waiting the weekend for Monday to arrive or even waiting 24 hours to respond to a situation released via the web can be too late. In the case of resource development industries there are often millions at stake with every project. A runaway topic, comment or posting against your project can happen in a matter of hours. Your organization must have a plan in place to monitor, assess, and if necessary, react in 24 hours or less. For those who may have seen the Domino’s Pizza YouTube crisis earlier in the year, this reponse was released by Domino’s corporate within 24 hours. Their crisis plan was implemented quickly and without hesitation.
Managing misinformation has always been a challenge in resource development industries. There are organizations bent on stifling progress of any sort and their greatest source of power is through public confusion and misinformation. With the expansion of digital communications tools and the unprecendented potential reach of social media networks, organizations are better suited than ever before to provide clear, relevant information before a maliciously intented group has any opportunity to mislead or misinform. Listen, be transparent and be prepared. Use today’s digital tools to your advantage in the battle against misinformation.
Colin is a senior strategist for AadlandFlint and the Flint Group. Follow him on Twitter at @colinnclarke.
When the Resource Development Council (RDC) of Alaska holds its Annual Conference November 18-19, they expect to draw a record number of participants. Why? Because the conference is introducing new micro-blogging technology that will track each speaker session with live updates posted directly to the RDC’s website.
Micro-blogging can be described as posting short messages, in real-time, to the web. For the RDC’s 5,000 members Statewide, this means they can still participate in the two-day event even if they cannot attend in person.
AadlandFlint, the digital communications agency behind bringing the technology to Alaska, sees the application as a natural progression from instant messaging and live-streaming. As Colin Clarke, AadlandFlint’s senior strategist explains, the micro-blogging tool means that key points from each speaker will be blogged in real-time directly to the RDC’s website, allowing anyone with an internet connection to join in and follow along with each session – in real-time – from wherever they are.
However as Clarke points out, the application is not simply about providing information for otherwise absent participants. It also provides a way to enhance the interactiveness of the conference. Participants both at the conference venue and those connected virtually to it can post comments live as the speaker is presenting. This is achieved through clever use of Twitter, where by using a special hash tag code followers can ‘tweet’ about proceedings and their tweets will instantaneously appear on the conference feed.
This is the first time that micro-blogging has been used in the State as a conference tool and overcomes many of the difficulties that some of the alternatives, such as live-streaming, can run up against. Live-streaming involves recording a presentation and feeding the recording directly to the website allowing viewers to follow along in real time. But a major problem with live-streaming is that it requires high bandwidth for it to work smoothly and also requires a follower to be watching constantly to keep up with proceedings. With micro-blogging a participant can leave the room, return, scroll back over the micro-blog updates and catch up very quickly. And with the Twitter feed they can also review the responses that the presenter got.
“We’re not talking about trawling back through verbatim transcripts, the micro-blogs will summarize key points quickly and succinctly,” says Clarke.
A micro-blog record from each session will also be saved on the RDC website post-conference so both attendees and non-attendees can go back and review the discussions and comments from every session at their own convenience.
Clarke says that the level of ‘connectivity’ in Alaska is amazing. WIFI access, web enabled handhelds, digital mobile service and more. The most recent census stats for connectivity found that Alaska is the second most connected State in the US by household. “So it’s extremely forward thinking of the RDC to take advantage of that connection and make the most of it,” he said.
RDC executive director Jason Brune said the RDC is excited to provide the new technology to its members. “It’s a great opportunity to extend the reach of our annual conference and we thank AadlandFlint for their digital expertise in providing this tool for us.”
About AadlandFlint
AadlandFlint is a leader in digital strategy providing the best in social media strategy, online training tools, web architecture, email marketing and more. Here are some places where you can follow along with the latest information on marketing communications with a digital edge.
Brand Bytes / Anchorage Daily News Blog
Follow Senior Strategist, Colin N. Clarke on Twitter
Follow Digital Strategist, Josh Lysne on Twitter
The American Marketing Association – Alaska recently hosted a presentation by the Anchorage Concert Association (ACA) on its experience in using social media. ACA’s experience proves that social media provides some great opportunities, but comes with some pitfalls to watch out for as well. Here’s how your business can take advantage of social media opportunities, without the dangers of trial and error.
Strategy BEFORE tactics - A common pitfall: A business will say, “We need a Facebook page,” or “We need to do something with Twitter.” Truth is, worry about tactics LAST not first. The tools will change over time. Two years ago there was no such thing as Twitter, three years ago, no Facebook, four years ago MySpace was a HIT, but not so much anymore. Develop a strategy FIRST. The tactics that follow will then become obvious. Read Jay Baer’s article “The 7 Steps to Creating a Social Media Strategy” for more.
Establish objectives - What do you intend to accomplish with a social media strategy? Just saying you want 500 new followers or fans isn’t enough. Go deeper and establish some clear objectives. With social media you can address many areas, but define them now so you can stay on target.
- Improve the company image as being _________ (professional, caring, responsive, more…)
- Increase trial/use of our products or services
- Increase customer access to information on our company / products / services
- Increase membership / participation
- Improve customer / member communication
Budget for it - There is a common misconception that social media is FREE. Well, it isn’t. Yes, access to many tactical tools are free, but effectively employing a social media strategy that yields results requires an investment. Josh Lysne’s article, “It’s a lot of things… free is not one of them,” talks about the significant investment of TIME required to appropriately deploy a social media strategy. “You need to regularly engage your audience. You need to actively monitor what is being said. You need to review, refine and rework your engagement strategies.” All of these are vitally important and all of these require TIME – so budget for it. This may mean a new full-time position (or two) simply to execute your social media strategy, so be prepared.
Follow through - In consideration of the TIME factor mentioned above, follow through can become a pitfall and challenge for many. Social media creates an environment for audiences to engage with your brand – whether you like it or not. You need to be prepared to initiate and respond. How will your business deal with a situation that suddenly goes viral like the YouTube video “United Breaks Guitars?” It can happen at any time, but if your social media strategy is thorough, you will have a listening program and a response plan in place… AND you will have someone assigned to respond appropriately and in a timely manner.
The biggest tip of the cap to the Anchorage Concert Association is their willingness to JUMP IN. They’ve established a Facebook presence and are beginning to find their way through the social media maze. Alaska-based businesses have been a little hesitant to adopt digital communications solutions, but that is starting to change. Effective social media strategy and planning can remove the fear of trial and error and replace it with a confident approach to optimizing customer engagement and relationships.
Colin is a senior strategist for AadlandFlint and the Flint Group. Follow him on Twitter at @colinnclarke.
Image: www.freedigitalphotos.net
