by Miriam Hara | Aug 29, 2013 | Advertising, Communications, Creative, Latest, Marketing
It’s difficult to stay on trend today. Within minutes of an event it’s viral. Next week it’s old news. And it’s not hard to predict. I can safely predict today that by the time you read this blog Miley Cyrus and Robin Thicke will be replaced by another event that’s just as newsworthy.
And there’s no greater sure death for any marketing or advertising campaign than being out of date. Like I said it’s not easy to stay on trend. It’s not all bad. We do have some advantage in that we can easily and quickly update our sites and tweet the latest.
But, not every project or campaign can enjoy the velocity of the web. Design takes time. Printing takes time. Radio takes time. Photography takes time. So many aspects of marketing and advertising take time to produce no matter how fast we work.
But there are a few simple strategies that can help you keep on top and stay on trend.
Stay on trend with the classics
There’s a reason something is classic. A classic has stood the test of time and still comes up winning. It’s not simply because it’s a favourite. A classic implies continuance and consistency while at the same time adapting to our conventional point of view.
You can’t get older than ancient Greece. Well yes you can, but you have to agree ancient is pretty old. And you wouldn’t really think that staying on trend would mean stealing from the Greeks. Or would you?
Who could be more on trend than Nike? Yet, Nike chose its name from Greek mythology. Nike is the goddess of victory. A “classic” example where a brand has reached into the past and adapted it to fit the modern market.
We all know Amazon.com and Mars candy bars. The Apollo Theatre is a famous music theatre in New York. And I’m not going to even talk about Trojan.
Stay on trend with old ideas
There are times where an idea didn’t work. It wasn’t a bad idea but it didn’t work during that particular moment. Hang onto these ideas. Next time when you want to jump on trend, resurrect those ideas. You are already ahead of the game. You can capitalize on the time you saved and jump that much faster on trend.
Stay on trend by pulling from the past
Radio and TV and other media outlets create material ahead of time on news that hasn’t happened yet. This allows them to stay on trend and be current. They pull information from the past and use it to provide content to complement upcoming news. For example, there was lots of background material that made it easy to prepare fill in for William and Kate before the birth of Prince George.
And when you take it one step farther, it was easy to prepare two versions of the event. Boy or girl? People want to know what happens to lineage based on the sex of the baby. Easy to prepare ahead of time. As soon as the birth is announced up pops material that was already prepared.
Stay on trend with Mark Twain
There’s no argument that staying on trend means understanding your target market. That’s where your professional ability comes into play. But when staying on trend is getting your frazzled, there is some pleasure in Mark Twain thoughts on the subject.
“There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.”
Perfectly said!
by Miriam Hara | Aug 27, 2013 | Advertising, Branding, Creative, Latest, Marketing
The real question is “should marketing be subjective?” Through years of creating concepts and designs, I have realized when you ask someone their opinion they will give it to you… whether they are qualified or not.
Most people either like something or don’t. It doesn’t matter if it’s a priceless painting like the Mona Lisa or their kid’s artwork hanging on the fridge. So the 
bottom line is, if people don’t like something there’s nothing that anyone can do to change their mind.
It would seem then, pretty tough to sell a product with a marketing position or concept that doesn’t resonate with the market. It’s even harder to come up with a marketing and advertising campaign that helps people make decisions on whether they should buy or not.
Marketing is like art
When it comes to marketing concepts, like art, everyone’s a critic. And like art, it’s not always easy to defend when the art you’ve just created is being criticized. It’s not like mathematics where it’s either right or wrong. 2+2 is 4 no matter which way you look. But marketing is different because it boils down to the way people think and feel.
Is marketing subjective? Is the creation of a marketing campaign purely subjective? Is it really based on the reaction of the client who tells you for the umpteenth time, ‘so and so doesn’t like it”.
Marketing behind the scenes
Not everyone seems to appreciate what goes on behind the scenes in marketing. Maybe you’ve heard: “Whoever came up with that idea? My kid can do better.” But marketing shouldn’t be evaluated on likeability alone.
Marketing is a critical business function to attract customers. Is it realistic then to leave marketing to chance? It’s true how we view elements of marketing can be subjective. I like that packaging. I don’t like that commercial. But what many don’t understand, fail to understand, forget, ignore or just don’t care is that marketing is strategic. It doesn’t matter what you like, your wife likes or your dog likes. A good marketing campaign first requires investigation and research. A SWOT analysis is key. A definition of target market is only the first step. We need to learn about our target market and what makes them tick. We identify what we want to accomplish. We anticipate how the consumer will react to our objective.
And through all this we are cognizant of the 4ps of marketing.
Marketing is the process of communicating the value of a product to our customers. We do this by positioning our product to find its place and stand out amongst all the noise and babble. We create brand awareness and we sustain that awareness throughout the campaign. In order to create a marketing campaign, we capture marketing insight to determine how best to connect with customers. We build a strong brand and communicate its value. We communicate consistently. We connect with our customers and deliver a message that communicates value. We are conscious to protect our brand. We monitor on a continuous basis. And in the end, our metrics tell us whether we were successful or not in cold, hard numbers.
Those numbers are the facts. They are indisputable.
So maybe, marketing isn’t so subjective after all.
by Miriam Hara | Aug 21, 2013 | Business Success, Latest, Management, Social Media
The echo generation is not a new story. We’ve heard about them for years. Those born in the eighties and nineties, they’re called the echo generation because they are the demographic echo of their parents: the infamous baby boomers.
We knew by their sheer volume the echo generation would transform our lives. And why wouldn’t they? They are a fast, quick thinking group with information at their fingertips. With mobile phones and unlimited access, no question goes unanswered for more than a few minutes. Arguments about facts are settled within a google second… there is no dispute over who is right or wrong. The ultimate multi-tasker. They are involved with everything. They talk, text, download music, post to social media accounts, take photos… sometimes simultaneously!. And they do it at all hours of the day. Their social circle reaches to all corners of the world. They can as easily talk, Facetime or Skype to Singapore at any hour of the day on a whim, at less than a moment’s notice!
The echo generation is plugged in
Like in the Matrix they are the totally plugged-in citizens of a worldwide community. The only difference is the plug is wireless and it’s not in their head. And with this connection comes the transformations that has changed the way we do business…. and the speed in which we do it in.
The echo generation extended our work day
You may not have noticed. It’s been a slow, insidious process. But the extended work day has seeped into our work culture and personal world. It’s not overtime that’s a few extra hours here and there at the end of the day. It’s a work day that starts you get up and ends when you go to sleep… if you go to sleep! Now that the echo generation is part of the work force they are keeping us up at night. I call it the No Place, No Time Rule. It doesn’t matter where you are or what time it is, as long as there is access, your work day is not over. I keep my phone by the side of the bed and listen for the tell-tale tone that informs me I need to respond. Think about it… when planning a holiday in whatever part of the world… one of the check marks about a place is whether it has WiFi… and if it’s free!
Did the echo generation create the new work order?
Who created this business landscape? Many say it’s the echo generation. I tend to give credit where credit is due… to those that have created the foundation of the technology and gave the echo generation the tools. Suffice to say neither Bill Gates nor Steve Jobs are from the echo generation! But, did the echo generation seize the technology and make it work the way they wanted? Regardless of who created this, the echo generation have paved the way to a work week without borders. No longer are weekends true weekends. It’s 24/7. Better get used to it.
by Lisa Wedmann | Aug 21, 2013 | Branding, Business Success, Latest, Marketing
Big companies spend lots of money and effort to build their brands. Brands help their products stand out. Microsoft, Walmart, Volkswagen. We get it. We know what they do.
But what about building a personal brand. Can building a personal brand help us to become recognized. Can a personal brand help build our careers? Build brand loyalty…to us?
Each one of us has a personal brand whether we consciously created it or not.
Our personal brand is the summary of what defines us as a unique and distinctive individual.
This summary is used when you talk about yourself to others. Or when others talk about you. More importantly when others talk about you… you should be memorable! Wouldn’t you rather someone say “call Joe, he can fix that” rather than “call what was his name… he’s the one that ….…pause…what was his name …?
Unless you want to be called ‘What was his name’, don’t leave your personal brand to chance. Personal branding is a way to make a name for yourself and to sell your talent and your skills. It highlights your values and enhances your reputation.
A strong, solid personal brand will make you stand out from the rest. It will help you when applying for a job, building a business or networking with new friends or associates. A powerful brand defines you at all times and lets others know who you are.
Your personal brand is an investment
When you invest in your personal brand you invest for a lifetime. And like any strong investment, with the right foundation and careful planning it will continue to grow. As it grows it encompasses your values and accomplishments and defines the person you are at any given moment in time.
Your personal brand is based on the thoughts and perception of others. That’s the beauty. Building a personal brand is your opportunity to construct that image. How would you like others to think of you? You have control and you can decide what image you want to project and work on that image.
Name it to claim it
Take the time to consider how you want to be perceived. Be clear about who you are and who you are not. This will become your mantra, your raison d’être. Every action, every activity should reflect that person. Focus your message on who you are and what you have to offer.
Personal branding isn’t easy but it can and will bring impressive results. Just ask Oprah! But no, seriously…if you want to know how to go about building a brand, click here.
by Miriam Hara | Aug 13, 2013 | Business Success, Communications, Latest, Marketing
The Editor says “Cut” and in many cases rightly so. In advertising, professional writers must develop copy based on the media they write for. But you don’t have to be a copywriter to write strong copy in the day to day business arena. In verbal communication some words naturally roll off our tongues when we speak. Words that help make our point strong. Often, we don’t talk in full sentences when we speak: we stop, we repeat, we gesture. That’s fine as it all contributes to the delivery of our presentation. However, in silent communication such as writing reports, posts, articles and business communication, less is more for writing stronger and succinctly.
The following are four unnecessary words that will make your writing stronger. Eliminating them for your business writing, will make a definite improvement.
Cut “very” from your writing
Generally, when we want to make our point stronger we tend to add extra words. So, we write: this is “very” important or we have a “very” big problem. Or how about this? One of the “very” first words to cut is very! Here’s a fun exercise taken from one of Mark Twain’s famous quotes: Substitute ‘damn’ every time you’re inclined to write ‘very’; your editor will delete it and the writing will be just as it should be!
Adding the word “very” does not help make your point stronger. It should be cut. Think about it. How much more stronger is “this is important” to “this is very important”? You decide.
Cut “really” from your writing
Really? Do you mean that? Is really, “really” necessary? “Really” is in the same boat as “very” and should be cut. It sucks the power from your words. You are not Ed Sullivan and it is not a really big show. The use of the word really as an adjective is the writer’s lazy way out. There are so many words in the English language to communicate the concept of proportion. Consider this. It was a “really” good meeting or it was a good meeting. Which sounds more professional? If you have to add the word really to the describe the meeting, maybe it really wasn’t that great a meeting!
Cut “just” from your writing
When you write “just” you “just” sound weak. I “just” wanted to follow-up. I’m “just” writing to see… With email and now texting, understandably, our language has become more casual. The word “just” almost feels apologetic. You almost never need the word “just” in order to make your point. It often is redundant and adds nothing to the point you are trying to make.
Cut “thing” from your writing
This is one of my pet peeves. What exactly is a “thing”? When you write ‘thing’ it is not clear what you mean. For example, you write an email to your boss, “following are 3 things that resulted from our meeting”. In this case what does “thing” mean? Are they action items, are they observations, are they deadlines, what exactly are they? Things make the points irrelevant. It doesn’t add any credible to the issues you are detailing. The word “thing” has it’s place in writing, but not to illustrate or to establish a list or issues. Better and clearer to cut the word “thing” and state explicitly what it is that you mean.
Take five… let your writing be a cut above the rest.
As easy as it is to include these four words in your writing, it’s equally (not just) as easy to remove them from your repertoire of writing. Before you press the send button, or make your word document into a PDF for general viewing, take five minutes to review what you have written. Use technology to your advantage and “Find and Replace” to cut these 4 unnecessary words. After that, your writing will be strong.
