Am I Becoming Immune to this Stuff?

There has been so much to cover, politically speaking, in the last few weeks that I struggled to decide which major catastrophe/political goldmine to discuss. We had the Rod Blagojevich scandal, auto industry bail out collapse, an Iraqi journalist who apparently is not a fan of President Bush, a new Meet the Press moderator, more President-Elect Obama appointments, the Madoff “Ponzi” scheme, snow in Vegas, the possibility of another Senator Kennedy and today we found out which foreign nations gave millions of dollars to President Bill Clinton’s foundation causing an immediate conflict of interest with HRC set to become the next secretary of state.

Oh, and of course the most read story involved Jennifer Aniston and a striped tie. Go figure.

So where to even begin? I figured I could write, and write, and write all day about each of the stories I mentioned above. But that is probably not the most profitable thing for The Impact Group.  It’s not that I don’t want to write about all those stories. And I’m not getting lazy. I guess I’d just rather write something that doesn’t leave me sitting here shaking my head in disgust/disbelief. The bad news just builds on top of the news from the day before. I think I’m becoming immune to this stuff. So instead, I’ll attempt to clear my head and just leave you with the best political ad, in my opinion, of the 2008 presidential election. 

What made it the best ad, for me, was the simple, honest, genuine and unique message of the ad during the most heated part of the campaign, just a few weeks prior to the Iowa Caucus. You’ll have a hard time convincing me that this ad didn’t help seal the deal for Gov. Huckabee, who was outspent nearly 20-to-1 in Iowa by Gov. Mitt Romney.

Yes, we find ourselves in difficult and uncertain times. Yet we still hold true to the belief that there are better days ahead.  So with that in mind, I hope everyone has a safe and happy holiday and a prosperous New Year.

-Martin
mmoleski@igpr.com

The Art of Pitching

Getting a story placed doesn’t always happen so easily. Sometimes the news release that you send out doesn’t intrigue a reporter enough to want to develop the story more. That’s when the PR professional needs to pitch.

Pitching is the process of creatively and succinctly crafting either a verbal or written story idea, or even both. Pitching is finding the right story angle that will get the media’s attention and be meaningful to your audience. PR professionals are in the service of providing useful information to an audience via the media. PR is a resource for journalists.

At several PRSA Cleveland workshops for how to pitch the media, the panel of journalists always urges PR professionals to try more than once to pitch them a story idea (should they feel the PR professional is onto something). Ask them if it’d be okay to come back to them with a different take on the original pitch. If PR professionals really believe there’s a story to be told, they’ll find the best story angle.

Here are just a few things to keep in mind when pitching to the media:

1. Know their deadline
2. Find out the best time to reach them
3. Have the facts
4. Make sure everything you give them is flawless

And…Make sure what you are pitching is really newsworthy!

For more tips, click here.

KK

10 Ways to impact growth in 2009

I can’t imagine a single educated person in a position of influence that hasn’t been affected by the negative news of late. Market volatility, political changes, bailouts and an overall uneasiness of stability has defined 2008. How will YOU prepare for a better 2009?

Things are no different here at The Impact Group. We are a full service marketing communications agency in Hudson, Ohio. We are experiencing clients and prospects that are taking a longer time to make decisions, shrinking budgets, disappearing cash flow.

The time is now to create a better growth strategy. Exclusively using the same marketing methods of the past and not incorporating “new media” will be a major mistake for organizations trying to thrive in this time of survival.

Understanding the shifts in the way people obtain and share information will be a critical component of marketing success in 2009. Being able to quickly apply that understanding into marketing outreach campaigns (social media marketing, online publicity, online marketing) that complement past / current methods (print materials, web, advertising, direct mail) is THE challenge for marketers in 2009.

The Impact Group has come up with 10 points to think about for a solid growth strategy in 2009.

1. Redesign your brand. What does a new car, new outfit, new haircut or a new coat of paint do to the psyche? The same thing a fresh corporate identity make-over can do to an organization. Even a modest change to an organization’s look can provide new energy to employees, media opportunities, excitement to current customers and new business opportunities. Check out some samples: Portfolio of work

2. Video Video Video!!! With the advances of video compression technology, video has never been easier to use for marketing purposes. Video is 5 times more effective than print for someone to remember your message, so throw away the print and replace it with video wherever possible. Use a video spokesperson to explain your website as people visit your homepage. (Sample: www.igpr.com) Incorporate video email for your sales and marketing outreach. Post video explanations and commercials of your products and services on your website (podcasts) and on sources like youtube. (Sample: www.trinitypension.com) 2009 will be the year direct mail will take a back seat to video email campaigns in cost efficiency and effectiveness. Get started before your competitors figure it out! More info on the effectiveness of video – http://www.vidpro.org/videomkt.htm

3. Listen to your customers. I can’t think of a better way to recalibrate your marketing message for 2009 than the recommendations from the customers buying your product in 2008. Do you have a simple print survey that can go in your invoices? How about an online survey that when completed, provides a coupon? We encourage gathering satisfaction data and recommendations year round. There are more comprehensive methods like focus groups, surveys, polls that can provide statistical certainty to strategic directions. I recommend starting with getting into your car to visit a few of your best customers, wish them a happy holiday, tell them why you appreciate their business and ask them for advice on how you might be able to grow into next year. Free marketing advice from the people that already buy your product can give you some good ideas for your 2009 growth strategy.

4. Social media marketing! The major trend in successful marketing is moving from the high impression factors of the past (one Super Bowl commercial brings 50 million + impressions on a broad audience for a 1 outreach : 50,000,000 target ratio) to the PERSONAL impression factor (1 personal trusted message : one target). This trend of one to one marketing can be most effectively done through online social networks. With the rapidly growing use of MySpace and Facebook and the ability to publicly follow a person or organization on Twitter, one to one marketing is ready for the savvy marketer to make an immediate and powerful impact. Read more on Social media marketing – http://en.wikipedia.org/wiki/Social_media_marketing and Social Media Marketing

5. Blog. 2008 was a year of exploring how blogging could impact an organization’s marketing efforts. Blogging (if done effectively) showed a powerful marketing ability to drive relevant traffic on a website, influence credibility for a product or service, grab mainstream media attention, and shape consumer behaviors. Blogging is providing the ability for the smaller company to have a louder voice. Read more on Blogging – http://en.wikipedia.org/wiki/Blog

6. Online publicity. The web has provided small and large organizations alike a wonderful medium for disseminating news. Public relations, which used to be reserved for mainstream media, is now more effective when implemented through online channels – called Online Publicity. Not only do the major media receive notice of your news, but individuals and organizations can receive info directly to their inbox through things like GoogleAlerts and RSS feeds. Getting your news online – through your website, blogs, news sites, social media, and others – can make a huge impact in 2009.

7. Hire experts. Most organizations trust a CPA for their tax filings, attorneys for legal issues and doctors for medical matters. The problem with “expert” marketers is that there isn’t a universal accepted and measured accreditation like the previously mentioned professions. Most marketing firms are a few folks that took a couple design courses and now lay claim to most marketing capabilities. On the other end of the spectrum are the extremely expensive large agencies that need their invoices to match their high rent and huge payrolls. Check out this article on small vs large agencies for some thoughts. http://adage.com/smallagency/post?article_id=111233  Marketing techniques have gotten very complex due to the reliance of new technology and the critical timing of delivery. The right marketing group will help you create and implement a growth strategy for your organization and allow you to streamline resources. How to select an agency – www.ehow.com/how_2052377_select-right-marketing-firm.html  Start your agency search – www.igpr.com

8. Redefine your marketing message. Is your marketing message brief, simple to understand, interesting and able to distinguish you from your competition? Is it easy for someone interested in your product or service to get information in order to make a buying decision? What are the sound bytes? Everyone is too busy and you are competing against a world of information being thrown at your potential next customer. Your message must be able to cut through and motivate specific action.

9. Rebuild your web site. Most web sites are now outdated in information, technology and appearance. With the low costs of web technologies and the high value a good site brings to an organization, your website has to be a top priority in 2009. The ability for your products and services to show up on the top of the search engines is so important for growth. Your website appearance and relevance will be one of the main factors of establishing credibility in your future customers. Your website should be the centerpiece of the way you market.

10. Get your story told in the news. I’ve already talked about getting your news on the web. But, print and broadcast PR opportunities still exist in a big way. There are niche magazines for just about every industry in the world. And, while most news in a down economy is doom and gloom, media outlets are looking for positive, uplifting stories to tell. Getting the word out about that new client you landed, the product launching or the new hire…all these things are welcomed good news to the media, AND your prospects, clients and employees!

2009 has the potential to be a banner year, if you approach it with enthusiasm and knowledge. Take these points to heart. And, let us know how we can help. www.igpr.com

Don
dpolyak@igpr.com

My Advertising Inspiration

I think it is always interesting to find out why people choose the fields they are in. In my case, I knew my entire life I would go into advertising. My main inspiration was my father, who had a very successful agency for almost 20 years. But there was a specific campaign that always caught my eye growing up and that was with Benetton (I actually ended up working in a store on my college breaks!) Benetton has always “pushed the envelope”. Going on the slogan “The United Colors of Benetton” it was the first ad campaign that I remember that the print ads had nothing to do with the product actually sold.  Their campaign was recognized by how controversial they could appear. These 2 examples show what I am saying:

The first refers to The Cycle of Difference

In this cycle, the word “different” became a close cousin of “controversial.” Benetton learned that dealing with the issue of difference within the process of advertising is not an easy task.  These ads depicted religious and sexual conflict (a priest kissing a nun), and yet another portrayed moral conflict (the stereotypes of good and evil, symbolized by an angel and the devil):

                                   

By acknowledging these differences and prohibitions, the brand appeared more involved. It took sides, rather than presenting a simple “objective” portrayal of the world. Benetton had a plan: to integrate opposites, to unite differences under a single flag, the flag of its own logo. In this phase, the “product” gradually disappeared from the advertisements.

The second is the Cycle of Reality

In 1991, during the Gulf War, this image was created, a photo of a war cemetery: also

  

The photo of the newborn baby girl, Giusy, was intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads. In the realm of advertising, traditionally occupied by pretense, the eruption of real life caused a scandal. As you can guess, many publications refused to print these. Which raises another question – is all publicity good publicity? Maybe I will save that issue for next time…

-Krista Rodriguez

Careers In a Recession?? Come on board!!

Yahoo news has a interesting report on careers with solid futures, even during a recession.  Nurse, Engineer and school teacher made the list, which are consistent and expected.  But, internet marketer made the list as well.  As marketing changes, The Impact Group fully understands the needs of online marketing skills, including video-integrated marketing. Hit me up if you agree!

Internet Marketer ($53,000) — from Internet Marketing Specialist ($43,000) to Internet Marketing Life Coach — $203,000

Online marketers, also called eMarketers or Internet advertisers, work in a lively business sector that changes every day. One of those changes, according to the BLS 2008-09 Occupational Outlook Handbook, is continued growth. “Advertising, marketing, promotions, public relations, and sales manager jobs are highly coveted and will be sought. … In particular, employers will seek those who have the computer skills to conduct advertising, marketing, promotions, public relations, and sales activities on the Internet.”

-Kerry

Be in style with AP Style

Throughout our schooling as children, we learn the principles of grammar and writing. We learn all the basics from don’t start a sentence with “And” and don’t use a comma before “and” in a series. Over the years, however, we become relaxed about the rules and even debate with others about what grammar rules they learned in grade school. We can sometimes get away with not being correct because most people reading our writing may have forgotten the rules anyway.

 In public relations, there’s no fudging the rules.

 Public relations practicioners use AP Style writing. It’s the style of writing used by journalists who write for magazines and newspapers.

 AP Style can be kind of funky because it uses very specific rules on how to write out specific words. For example, months of the year should be spelled out only when it’s not used with a specific date (i.e. December 2008) and should be abbreviated when a specific date is used (i.e. Dec. 8, 2008). Rules like these fill the 400-plus page AP Style book.

 So, when you’re reading the newspaper or are reviewing a press release, and you see odd-looking grammar, know that the journalist or PR specialist is not educated about grammar. They’re just following the AP Style rules.

KK

Usability is key to web site success

Have you ever visited a web site with a specific action in mind (finding info, buying something, getting a phone number, whatever), but once you arrived, you spent several minutes just trying to figure out where to even start? I’m surprised that even today, with all the knowledge we have about the web and how people use it, some organizations still forget to consider usability as a major factor in designing a web site.

Even the giants forget sometimes. Just look at Yahoo! and Google, for example. Both, at their core, offer search engine functionality. But, at just a quick glance, Yahoo has so much more going on that you can get distracted (which may very well be Yahoo’s intention).

Another example: Kenton County School District in the Cincinnati area vs. Garfield Heights City Schools near Cleveland. The Kenton site, while offering a wide variety of informational options, doesn’t provide the visitor with any specific direction; instead the home page is a long list of sections within the site. Garfield Heights, on the other hand, clearly addresses the potential audiences who may visit the site – students, parents, staff, alumni and community. In a quick glance, the visitor can choose which area he/she is looking for, and in one click, get to that information.

One more example: Trinity Pension Consultants vs. Third Party Administrators. If I’m a financial advisor or a business owner looking for an organization to help administer my 401k, and I come across these two sites in my search…it’s clear who I would be calling. While Third Party Administrator requires that the visitor read nine paragraphs of content right on the home page, the Trinity Pension Consultants site provides a quick educational video on the home page, along with two distinct options for valuble “Resources.”

These are just a few examples, but you get the point. When designing a web site, the user MUST come first. It’s not about how you can best get all the information you want on one page! It’s about making it simple for the visitor (ie. your customer/prospect/partner/vendor) to find what they are looking for.

Matt
mwhite@igpr.com

BackType

Social media can be difficult to track. So many people are talking in so many different places.

A new service called BackType lets you track blog comments so whenever someone says something about your company on a blog, you get an alert.

It’s a great tool to help clients track what’s being said. Then, they can respond to those comments if there are questions or if there is misinformation being presented.

And not only can you follow comments, you can follow influential bloggers to see what they have to say, which is great for the PR profession. See PR Squared’s post on BackType.

So yes, social media can be difficult to track, but there are free tools out there to help you do it. And it’s worth it.

-Abbey
aswank@igpr.com

Image Is Everything!

Uh, yeah.

 When running for the Senate from Georgia, it is important to uphold a certain image that reflects you as a candidate, and which resonates with your key targeted voters. Mr. Martin, this image has circulated across your state, across the country and, with the aid of the internet, across the globe.

Many of us recall the image of Governor Dukakis in the tank.  Or, more recently, Senator Kerry in the space suit that looked like he just came off the Hollywood set for “Outbreak”.  Or, how about George H.W. Bush throwing up in the lap of the Japanese prime minister??  Image is everything!!

Best of luck in your next career. I am sure the hip hop community will be very supportive of your endeavors.

-Kerry

President-Elect Obama Starts Early, Forever Tied to Bush Administration

Martin Moleski
mmoleski@igpr.com

I may be young, but I don’t ever recall the United States having two presidents at the same time. In fact, I’m pretty sure our Constitution prohibits it. I am, of course, speaking of the unprecedented action of a president-elect while the current president is still in office. Don’t get me wrong, some of our nation’s problems could probably be better solved with two presidents in office, but I tend to look at things purely from a political perspective.

First off, let’s talk about President Bush.  Am I supposed to feel bad for him at this point? The length of his lame-duck presidency is going on two years. He became somewhat more relevant during the beginning of the fiscal crisis, but it has been particularly difficult to watch him since November 4.  At this point, all he can say is, “I’m sorry,” and hope that his successor can deal with the problems that have happened during his administration. I’m not defending some of the actions his administration made during the past eight years, but I’m still a firm believer that the root of the financial collapse, which included banks giving Americans mortgages they couldn’t afford for houses they didn’t need, started well before he took office. If you don’t believe me, read this article and pay attention to the date. I’m sure you have your own reason for why we are in this mess, but I choose to pay attention to the facts.

Now, on to President-Elect Obama.

By starting his administration two months early, President-Elect Obama is taking a huge political risk. Again, think about it purely from a political perspective. America is in the midst of fighting two wars and a historic financial collapse where billions, soon to be trillions, of American taxpayer dollars are bailing out banks, financial institutions, the auto industry (?) and eventually states, such as Ohio, that are strapped for cash. Obama is walking on a frozen Minnesota Lake….in April. It’s just waiting to crack.

Obama ran a masterful campaign that focused on one word; change. It was the right message for this election, which is why John McCain tried to steal it.  So why on Earth would he try to tie himself in to the problems our nation faces before he even takes office? Obama will be 60+ days into his honeymoon period before he even takes office and Americans will already be questioning his decisions.

Some of those decisions he has made, while good for the nation, are beginning to show how difficult being president really is. For example, the nomination of Robert Gates to continue on as Defense Secretary is the right move for our national security, but it also begins to validate some aspects of the Bush Administration.  I know that may be difficult for some of the readers to comprehend. However, Obama spent two years bashing Bush’s handling of the war and then nominates the current Defense Secretary. While this is just one isolated example, I have to ask if this is the change Obama voters were really looking for?

President-Elect Obama had an opportunity to start fresh. Out with the old and in with the new on January 20. That opportunity is now gone.  The long-term implications of serving as president prior to being inaugurated comes one year from now when we ask ourselves, “Who was president when we learned the United States was in a recession?”  We live in a nation that wants our president to be the problem-solver-in-chief. It is not possible. My gut tells me that Obama will shoulder some of the blame from decisions made by his predecessor. Unlike President Bush, however, Obama will only have himself to blame.