Marketing Smarts Newsletter
  August 4, 2011
Greetings! !
Keeping a Fresh Perspective When Heat Stroke Might Be Setting In

I think the price we're paying in the San Francisco Bay Area for fantastic rainfall this past winter is a pretty crappy and cold summer.  It was a La Nina year.  The weather forecasters said La Nina could mean lots of rain or a drought.  That's code for "I have no freakin' clue."
  In the end, we had spectacular snow fall in the mountains and we'll have lots of water in the most populous U.S. state. 

So, while I'm freezing this cold summer,  other folks are sweltering and melting in record-breaking  heat.  That makes it tough to stick with your marketing plans if you're trying to beat the heat.  Try some of these ideas.

3 Things For Beat The Heat Marketing

1) Get Out The Kitchen Timer
When you are ready to quit on your marketing task (or any other), get out the kitchen timer.  Set it for 15 or 20 minutes.  Work on your task.   When it beeps, walk away or keep on working.  Set it again.  After 60 minutes or so, move to the next thing or take a break.  Little by little, it will get done.

2) Write A Post It Note
With an overheated, short attention span, you may not get done everything you want.  So write a Post It (I like flourescent colors), noting the top 3 or 5 things you need to do for the day.  Then, put it some where highly visible and just focus on getting just those tasks done.

3) Open The Freezer
...and pull out some ice cream.  Innovations in ice cream flavors have exploded.  Go find something different and try it.  Keep it in the freezer for when an afternoon craving hits.  Now, you've got a treat to satisfy your craving.  It's not for every single day but it can break up a boring, sweaty one.  And, it can make you feel connected to summer when you're slaving away in your office.  

You can't slack off completely in summer but you have some fun and loosen up a bit so you don't feel like you missed out.

Good Marketing,
Anne Kenney
Chief Wrangler

Get It Together
Generate Cost-Effective  Sales Leads By Integrating Your Marketing Efforts

Definition of Integrated Marketing Communications from Wikipedia:
1) Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts.

2) Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them.

3) IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost.

4) This integration affects all firm's business-to-business, marketing channel, customer-focused, and internally directed communications.

Integrated marketing communication...
boring, uninspired, jargony. It might even win a Silicon Valley Goobelydegook award. 

But, I just can't whiz past it or ignore it because integrated marketing such an important concept for your small business marketing.   It means your various marketing efforts and media channels support one another and are intended to create a relationship with prospects.  Media channels include social media, advertising, public relations, online and website marketing, networking, etc.

Many marketing folks talk about "branding" or "brand value" as if were some separate arm of marketing.  There's no such separation.  In marketing, "branding" is simply the experience or perception that customers have of you and your product/service and it comes from all the points that you touch your customer. 

In small business,
you can't do branding alone.  You have limited resources and budgets to accomplish a lot.    So, generating leads is the most important outcome for your marketing.  You really have to do double-duty with what you've got.  That's why integrating your all your marketing efforts, media channels, offline and online marketing, is essential and cost-effective.  You'll breath a little easier when you have your marketing tied together.

7 Ideas for  Integrated Marketing:
  • Facebook and Twitter badges on your website, on your business card or any printed ads.
  • Website address in your Yellow Pages, newspaper and printed ads
  • Have an event that supports your favorite charity where you can do a joint press release or story to promote the event.
  • Announce your marketing event at your next networking event
  • Hand out cards or send emails to your customers and prospects asking them to "Like" you on Facebook" and review you on "Yelp"
  • Promote your webinar on your Facebook and Twitter postings, in your newsletter and on your blog.

6 Ways To Convert Social Media Into Leads
I'm sharing one of my favorite websites with you.  At Social Media Examiner you'll get tons of great tips on making your social media better and helping you get good leads from your efforts.  

Here's one of their great articles that you can implement today!

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