The subject of “cloud” computing has come up several times in Canyon Communications’ meetings with our B2B clients. Occasionally we get quizzical looks when we mention “cloud” customer relationship management (CRM), human resources (HR) and accounting apps.
So where is this “cloud” and how does all of this work? I recently received a link from SalesForce.com, a cloud-based CRM application. I think this video does a good job of explaining cloud computing, showing how it works and detailing its advantages.
And, by the way, the tagline for SalesForce is, “Success. Not software®.” You’ll find out why it’s a good one when you watch the short video.
Canyon Communications and our sister company, Loop Demand Gen, both use cloud applications. Has your company used these types of programs? What is your experience with them?
I hear it every day: trade shows are dead; people can’t afford to attend trade shows these days; exhibiting at trade shows is a waste. For the most part, I agree. Attendance at trade shows is down, people are reallocating marketing resources to virtual events, and companies are scaling back trade show sponsorships. However, I think that maximizing your trade show presence can still be an effective tool to reach decision-makers.
I recently attended the Golf Industry Show to support several of our green industry clients. One was launching a new auspicious product into the golf industry, and I think they fully maximized their trade show activities with pre-show communications, print advertisements, giveaways, a microsite, product collateral, a Flash-based demo, media conferences and even a live presenter in the booth. It all paid off in the form of trade media coverage, more than 100 new sales leads, high awareness levels and excitement about the product. I don’t think they could have generated as much interest in the product without the trade show as a focal point.
In addition, there are numerous ancillary benefits of attending trade shows. Sometimes it’s the only time you see industry partners and trade media, plus it’s an opportunity to meet face-to-face with your best customers and continue to cultivate those relationships.
Have you scaled back or eliminated trade shows from your marketing mix? Have you tried virtual trade shows or resorted to ‘unconventional’ trade show tactics such as outboarding?
For many B2B marketers, a lot of emphasis is placed on making the company logo a visual extension of the brand. Consistently applying your logo to all your marketing helps to build visual brand identification, but few marketers think about what characteristics of the brand exist beyond the logo. I’m talking about brand personality and personas.
Many marketers understand what brand personality is, but not many take the time to define a set of personas for the organization, or use them when developing marketing communications strategies. Well-known companies have brand personas that stem from inherent attributes of what their brands have been historically, and what they need to be in order to meet the expectations of their customers. For example, Harley Davidson’s persona is free, independent, rugged, American, laid-back and powerful. Jack In The Box’s persona is uncommon, sarcastic and funny.
Defining brand personas can have many practical uses for your marketing program. Here are few ways brand personas can help your next campaign:
Personas give people a reason to like your brand and products.
They help define your brand as hip, strong, young, cocky or any characteristic that will help you connect with target audiences.
Brand personality contributes to the style and tone of your creative.
Those character attributes can be parlayed into social media marketing by guiding your company’s ‘voice’ on twitter and other social media tools.
What personas exist for your brand? Want some fun tips on how to get started?
How many objects do you have on your desk right now that are promo items with your company’s or another company’s brand? Within sight, I have a Post-it® holder, pen, calendar, notebook, calculator and foam finger (don’t ask).
My conclusion is that promo items actually get used and they perform as daily reminders of your company, product or service—but only if they’re useful to the recipient. So here are four ways to get your item in front of your customers daily:
Choose something that relates to what you do. Put simply; if you’re a CPA, give a calculator—but try to find one that is unique.
Select an item that they’ll use, even if it costs a little more—ditch the stress ball in favor of Post-it notes.
Keep in mind that “brand” matters. Don’t give a fake Leatherman® because it costs less. You’re a first-class company, so go first class with your promotional gifts.
Try to find an item that’s new and different and be the first to give your customers one. Example: This WD-40 pen. It’s bound to get you the right kind of attention and you’ll be remembered each time it’s used (which will be often).
What items have you given customers that were especially well-received? What items have you received that you use on a daily basis?
Needleman posted 100 tips in 100 days and now updates when events warrant them (translation: when a PR pro does something stupid, Needleman will post about it).
Today’s “Tip #138: If I want trapeze artists, I’ll go to the circus” served as a great reminder and made me chuckle a bit. I mean, who hasn’t been in a planning meeting when something ridiculous that has nothing to do with what the media really want is forced into fruition.
My takeaway: you don’t have to spend a lot of money on fanfare to garner media interest in your announcement. More b2b PR folks need to keep this in mind when you’re planning your next press conference. In today’s economy, your PR budget is better spent somewhere other than the flying circus.
So, I’m hooked on Pro PR Tips. I was sucked into reading about half of the tips Needleman posted. Some of the tips are kind of elementary, if you’ve been in the PR biz for a while, but they’re still worthwhile reminders. If you have a few minutes, an interest in PR and want to laugh, check it out.
