Selling your way to Innovatiom

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A major barrier to Innovation in existing business has been concern about loss of focus in the core business. 

As such it it vital to ensure you are doing all you can to increase sales using digital media while implementing the changes needed to prosper in future.

Now and into the future its increasingly becoming a case or Innovate or Die for most business……and we are hearing more about products and businesses being innovative but have they ensured their existing business is as good as it can be and consolidated.

Cloud, mobile, social, robotics, driverless etc  — these are fundamental trends that are reshaping industry. What will be the next major disruption? Today’s successful companies need to embrace the full spectrum of innovation — from incremental to breakthrough to radical — in both their R&D and business model strategies. Continue reading Selling your way to Innovatiom

Follow That #HashTag

mashable.com
mashable.com

Barely a day goes by without someone telling me they can help me get my site listed on the first page in Google via SEO, SEM etc etc

It is reasonable that in business we are obsessed with getting onto that page for our category of business in Google otherwise we may become invisible so we fall for these promises all too often.

Lets face it Google is an Ad Company they have no interest in your site ever being found unless you buy an ad (AdWords) from them.  So they make it hard as possible for anyone to work out how to get found without advertising ….so don’t waste your money on people they say they can do it and spend it where it will get results.

As the number of websites continues to grow achieving this and standing out from the competition gets harder and harder and creativity becomes more and more important.  So I repeat don’t listen to people that say they can do what you want as they are selling the same story to your competitors too.

Anyway given Google is the new Yellow Pages do you really want people looking for you on a page that features your competitors too or do you want to be unique.

In a recent post More Than A TV Commercial I talked about how we linked TV ads to the Website via a repeated call to act ….. and also the use of a unique and memorable domain name … The aim being to stop prospects searching generically based on what the business does and remember a catchy tag line instead.

Recently we have seen the proliferation of the hashtag and I see them as another means to make sure you get found.

What is a HashTag all about?  Well according to Mashable.com

Hashtags are those short links preceded by the pound sign (#) — may seem confusing and unnecessary. But they are integral to the way we communicate online, and it’s important to know how to use them

On Twitter, the pound sign (or hash) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. So, if you wanted to post about the Breaking Bad finale, you would include #BreakingBad in your tweet to join the conversation. Click on a hashtag to see all the posts that mention the subject in real time.

# signageNow we see them everywhere on the backdrops for interviews on the red carpet at the Oscars through to weddings to ensure all the pics taken can be seen by all.

TV has been leveraging Hashtags for some time now to have viewers talk about shows while they air. And now there is talk about tighter integration between Twitter and TV

Given it can be a powerful search facility and it can be as memorable as you can be creative it is important for business to focus more on Hashtags.

Slogans and TagLines should be in hashtags and through common use the brand can own the Hashtag.

So just as it was once vital to register a Business name and trademark etc it became just as important to do the same with relevant domain names and Social Media handles in Twitter etc now its about HashTags.

They are informal there is no registering its all about usage so just decide on the best ones for you and start using them everywhere.

If you use a tagline for your web address and you should if its memorable then make sure you use it often as a hashtag too,

 

Does your Lawyer/Accountant/Advisor bring you value…or just sent their timesheet?

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When you go to a store to buy something do you ever consider how many hours it took to make it?

When you are comparing an Apple iPad with a Samsung Galaxy Pad do you think about the production process or are you more concerned about the features and the relevance to you and the cost and its affordability to you?

Are you at all concerned about the number of hours taken to manufacture it or the hourly rate paid to the workers who developed it?   …. Of Course Not!…  You either want it because it suits you need and budget or you Don’t.

In other words is it about the value it brings NOT the time taken to make it or cost of overall manufacture when you make a purchase.

So why is it when it comes to services its all about the time taken?? …irrespective of value or even efficiency – the way the time is spent.

Do you really want a lawyer who spends an aweful lot of billable hours working out you should plead guilty or one who commits to a dollar figure to get the best result for you?  Likewise should an accountant be rewarded for saving you on your tax bill or paid for the time spent wading through your receipts? Continue reading Does your Lawyer/Accountant/Advisor bring you value…or just sent their timesheet?

Write Drunk ….. Edit Sober

short blog post squareNow that I have your attention with that headline let me explain why that Hemmingway quote is way more appropriate than it looks.

In my constant quest for new and valuable sayings for the The Grumpy Old Manger’s Guide (aka Me) to get his message across simply to the masses I recently came up with the words on the left.

Everytime I start a blog or any project for that matter that involves writing I am well aware of the old addage Less is More.  This is particularly so in an age where we are being bombarded by messages and information in one way shape or form all day long.

But first let me explain why I believe in the age of YouTube, Pinterest, SlideShare, SnapChat ,Instagram etc etc why writing is an even more vital business skill than ever.

Even better let me have Ann Handley author of several books and articles on the topic put it very succinctly

If you have a website, you are a publisher. If you are on social media, you are in marketing. And that means we are all writers.

Writing matters more now, not less. Our online words are our emissaries: They tell our customers who we are.

Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy—or it can make us seem humdrum or discombobulated or flat-out boring. That’s true whether you’re writing a listicle or the words on a SlideShare deck, and it’s also true of the words you’re reading right here, right now…

– See more at: http://annhandley.com/everybodywrites/#sthash.y7rj6Y6j.dpuf

I totally agree with Ann on the absolute importance of writing in business today but would add two elements to her words Begin with Creativity and End with Brevity.  In other words start by making it interesting to you and end with an edit that makes it interesting to the reader. Continue reading Write Drunk ….. Edit Sober

WHAM BAM ’em dont PR ’em

Screen Shot 2014-11-20 at 11.18.13 amIn a very recent post I highlighted the need to tear down the walls within marketing, PR, media and advertising.

Having highlighted the problems that come from trying to keep segregated, functions that should be totally integrated, I now want to propose a fairly obvious solution.

BAM – Best Appropriate/Available Media !

It’s about taking a more holistic approach to Marketing Communications by focusing on messages and outcomes rather than tools.

Rather than doing a Press Release or posting in Social Media or even running a TV Commercial take a step back first to do some objective planning.

As with almost anything in life if you can nail the who, what, when, how, where and how much, you can up about with the best solution and approach. Continue reading WHAM BAM ’em dont PR ’em

The Mad Men meet The Math Men

 

Sales Forcelogo-marketing-cloudFor some time now Marketing Automation platforms such as SalesForce have been seen as a potential major disruptor for traditional paid media advertising.

The ability of platforms such as SalesForce to facilitate more organised, direct and easier access to customers and prospects is being harnessed by many major companies worldwide at the expense of the $800 billion worldwide ad industry.

Some years ago we undertook a project for a client with just this in mind….. and we in fact combined traditional advertising with Salesforce in a primitive way to establish the basic foundations of the sort of marketing automation platform we see as very much the future.

We chose SalesForce as the platform as we believed it was best suited than and had the future focus needed, especially being Cloud based … this judgment has been vindicated by the prestigious business magazines Forbes and Fortune

SalesForce was named by Forbes Magazine as the World’s Most Innovative Company. This is the fourth consecutive year that salesforce.com has received this recognition. This comes on the heels of the company being chosen by FORTUNE as the World’s Most Admired Software Company for the second year in a row and being ranked 7th on FORTUNE’S 100 Best Companies to Work For list. Salesforce.com is the fastest growing top ten software company and the world’s #1 CRM platform.    

Before launching our Client’s ad campaign on TV we build a website that matched the campaign and embedded in the site a SalesForce form to ensure that we captured information directly from everyone who was interested in our Clients’s offering.  Given the focus of the ad campaign was a very clear call to action – Go to Our Website NOW – We wanted to ensure for the future that we built a database that could be sliced and diced, segmented and targeted via email, social media and other direct digital channels well into the future. Continue reading The Mad Men meet The Math Men