Archive for the 'Marketing - Branding - Advertising' Category

Who is writing & telling your brand story?

Published
by
Jim Blasingame
on October 31, 2011
in Branding, Marketing - Branding - Advertising and Politics
. 0 Comments

The last time America had two grassroots protesting groups gaining critical mass simultaneously was when women’s suffrage and prohibition shared the national stage.

A hundred years later their 21st century successors are the “Tea Party” and “Occupy Wall Street.” And like their indignant forebears, the new kids on the block have just enough things in common that they’re often compared to each other, in spite of the fact that they’re really quite different, including, as you will see, in non-political ways.

Both the Tea Party and Occupy Wall Street (OWS) believe that the objects of their indignation are broken and must be reformed. Essentially, the Tea Party wants to make the Federal government more fiscally responsible, while OWS demands that 21st century capitalism include elements of social justice. And in some cases both groups are itching for the same reform, like ending taxpayer bail-outs and restricting the influence of lobbyists. But here is where they diverge.

Protests by the Tea Party helped it resurrect and assume a legendary brand. But their actions were quickly polished into a cogent brand story that is being leveraged within the existing political process. As proof, in less than two years the Tea Party told their brand story sufficiently to elect enough members of Congress to significantly influence the national policy debate.

OWS protests have also created a compelling brand. Consequently, it has acquired one of the best forms of business serendipity – free PR. But, as reported in a recent article on PostAdvertising.com, the lack of a cohesive message – caused by demands that range from Tea Party-ish to Utopia – has prevented the crafting and delivery of a successful brand story. Unfortunately, as the article concludes, the OWS story is being written and told by others.

Our online research supports the foregoing appraisal. When we polled our audience about which group will have the greatest impact on the 2012 elections, Occupy Wall Street came in at 11%, while 89% thought the Tea Party would stir things up the most. A companion poll asked if either movement was “Good for America.” Over 80% said yes to the Tea Party, while only13% favored OWS.

Regardless of which ideals you align with politically, as a small business owner you must take a lesson from how the two groups manage their brands and brand stories. One is finding success by writing and telling their own story; the other one – not so much.

Who’s writing and telling your brand story?

I talked more about telling your small business’ brand story today on The Small Business Advocate Show. Take a few minutes to download or listen.

For more great SBA content, click HERE!

Your values and customer communities

Published
by
Jim Blasingame
on August 10, 2011
in Customer Care, Online strategy and Social Media
. 0 Comments


Last time we talked about focusing on developing customer communities as a way to find relevance through your online strategy, including website and social media. Now let’s strengthen this relevance by focusing on values.

Increasingly, prospects will turn into customers, and customers will become loyal, because they’re attracted to what your company stands for. They are looking for evidence of your values in your online elements. For example:

  1. Are your brand elements – brand promise and image – all about you and your stuff, or do they sound like something that would benefit your customer community?

  2. When delivering information to the community, is it all about you, or does it contribute to helping customers?

  3. What is the tone of your marketing message? “Tone” is how brand messages are incorporated as you serve the community, from crassly commercial to almost subliminal. You should strike a tone balance between making a sale and serving the community.


In a world where everything you sell is a commodity, value – product, price, service – is the threshold of a customer community, but values are the foundation. Anyone can find value, but when customers like your values, they tell their friends. Indeed, the most dynamic and potentially viral element of any online community is the feeling members have about your values. But remember, that “feeling” can go either way – positive or negative.


Here are a few guidelines for establishing compelling values online that match your values offline:

  1. Acquire and use the technology that makes online community building possible.

  2. Create an environment where an online community can flourish around the value you deliver and the values you demonstrate.

  3. Serve and protect your customer community, while accepting that you cannot control it. As customer members come and go, and say what’s on their minds, maximize the positive and repair the negative.


Once community members find your value and like your values, prospects will turn into customers and customers will turn into your best salespeople.

Write this on a rock…


Build and serve customer communities by delivering value and demonstrating values.

For more great Small Business Advocate content, click HERE

Build community with a website & social media

Published
by
Jim Blasingame
on August 8, 2011
in Online strategy and Social Media
. 0 Comments

Here is a question many small business owners ask: “Do we need a social media strategy if we have a website?”

The answer is the same as for why you have an email address, even though you have a phone. It’s not an either/or decision; it’s both/and.

Clearly, your beautiful website is also very handy: cyber address, digital brochure, e-catalog, virtual store, etc. But as versatile as it is, there is one increasingly important capability you need that a website isn’t good at: community building. That’s what social media does.

By my definition, social media is much older and more comprehensive than the popular Johnny-come-latelies, Facebook and Twitter. Your social media strategy includes everything you do to build, connect with and serve customer communities, including: the new stuff, email marketing, customer loyalty programs and, the original social media, face-to-face.

What are these communities? Do you have one?

In the old days – like 1999 – your customer list was just names on an accounts payable report or sales forecast. Today, those customers are part of your business’s community; the rest are prospects who are becoming interested in you. But unlike the passive customer list of old, this community is functioning and has expectations you have to meet, or they will join another community.

At the risk of hurting your feelings, once customers find you, returning to that beautiful website of which you’re so proud will be of decreasing interest to them. But the good news is that anything you have that’s new – product and how-to information, order status, special offerings, etc. – is of increasing interest to customers. They just don’t want to have to come back to get it. More and more, customers are saying to businesses, “I’ve seen what you offer and like it, but I won’t be returning to your website much, because I’m very busy. Why don’t you follow me home?”

This is what customers and prospects mean when they join your community by giving you permission to connect with them and send them stuff by email, text messaging, Twitter, Facebook, etc. They just want the new stuff, including updates to your website.

Connect with and serve your customer communities by following them home with all social media resources. That’s how a small business transcends merely being competitive by being relevant.

It’s both/and: Build and serve customer communities with a website and social media.

I’ve talked a lot about building online communities on my radio program, The Small Business Advocate Show. Click here to see all my interviews on social media, but first, let me know what you think about building customer communities.

How are moms finding your business?

Published
by
ethan
on June 23, 2011
in Marketing - Branding - Advertising, Online strategy and Social Media
. 0 Comments

How are moms finding your small business? Stacy DeBroff joins Jim Blasingame to talk about why more moms are looking for your business in the online communities they hang out in, not necessarily your website.

Stacy DeBroff is founder and CEO of Mom Central Consulting.

Listen to or download the interview here

Small Business Advocate Homepage

What kind of mobile phone do you use?

Published
by
Jim Blasingame
on June 2, 2011
in Mobile strategy, Mobile technology, Online strategy and Online technologies
. 0 Comments

For some time now, I’ve been encouraging small business owners to buy and use a smart phone - the kind that allows those cool mobile apps to be downloaded - like an iPhone or a phone with Google Droid operating system. The reason is because mobile computing is the future. Eric Schmidt, former CEO of Google said he expected Google to be more successful in the future with mobile than they ever had been with the desktop.

We wanted to know what kind of hand-held communication device you were using, so last week we asked this question: What kind of mobile phone do you have? Here’s what our small business audience told us:

Those who said they used some kind of a smart phone, represented 53% of our respondents. The rest, 47%, said they were still using a regular cell phone. Based on industry numbers about the smart phone adoption rate of all users (27%), our survey would indicate that small business owners are employing smart phones to a higher degree.

I love it when people listen to me.

On The Small Business Advocate Show, I’ve talked with Chuck Martin, author of the new book, The Third Screen, many times about the future of mobile computing and creating a mobile strategy to remain relevant in the 21st century. Click here to see all of the conversations I’ve had with Chuck on this important topic.

A prediction becomes reality

Published
by
Jim Blasingame
on April 5, 2011
in Online strategy and Social Media
. 0 Comments

Last week I compared the evolution of websites to that of social media adoption. I proposed that two things were likely in the future for small businesses: 1) They may be more likely to have a social media strategy than have a website; 2) More and more would employ both a website and social media to cross-collateralize content and e-commerce capability.

This line of thinking got me wondering how you’re using these two customer-connecting tools right now. So in our poll question last week we made this request: “Please choose one of these four options for how you connect with customers online.” Frankly, the answers surprised me.

Almost one-in-five respondents said, “We have a website for our business.” Of course, this would be way too low for this answer, except that we also offered this choice, “We do both - website and social media.” Those who chose this one represented more than 70%.

A very small percentage of our sample said they used social media as the sole method of connecting with customers online. In time, I believe this will change. And thankfully, those who admitted that they didn’t connect with customers online at all were also a small number of our respondents.

The good news I’m taking away from our responses this week is that my #2 prediction in the first paragraph is coming to pass sooner than I thought. Small businesses increasingly understand that in order to be relevant in the 2nd decade of the 21st century, you have to be prepared to use all methods of connecting with customers, the traditional and the new.

Recently on my radio show, The Small Business Advocate, I talked more about the connections between social media and websites, now and in the future. Take a few minutes to listen and tell us how you use social media in your efforts to connect with customers.

Comparing the evolution of websites and social media

What is the relationship between social media and websites?

Websites and social media will work together in the future