Specializing in Marketing Services for the Learning and HR Solutions industries

Archive for May 2012

The Name Game

Taylor Meyer
May 25, 2012

When a new company is born, the name may be the make it or break it factor. The name of a company, just like the name of a person or pet, whether one likes it or not, gives outsiders a glimpse into their lives. Consumers will make assumptions based on the name of a company, so you better make it count! Company names are sometimes the easiest thing to think of because the CEO has been dreaming of this name ever since they were young. Yet, if you are struggling to find the perfect name for your new company, or are looking to revamp your current name, here are a few tips to help you out.

1) Keep it simple. Consumers are looking for easily memorable names to lock away in their brains. They don’t want to be troubled with a company that has a paragraph length name. Americans like is short, sweet, and to the point.

2) Make it relevant. Like I mentioned earlier, consumers make assumptions based on the name. If you own a software company, and call it Frank’s Magical Moments, the consumer will be led astray and confused to say the least.

3) Catchiness is key! Companies need to stand out from the rest of their competitors, and make sure they are remembered.

Let’s take a look at Apple. Even though the name is misleading, there isn’t any other company out there that has a similar name. Apple put itself in a league of its own by differentiating themselves to the extreme. The name is simple enough to remember, and draws in the consumer with it’s never before heard of pizzazz.

These are just a few pointers to speed along the naming process. The most important piece of advice however, is to keep it true to what you want your company to represent, and have fun with it! A company ever makes it big without taking a few risks, right?

Why Do They Keep Showing Those Same Ads on TV?

by Barbara Sanner, Brand Development, Cox eLearning Consultants
May 16, 2012

I love my TiVO. I love skipping through the commercials by using the fast forward button. I love being able to watch a 60-minute program in only 40 minutes. As a professional marketeer (no, not “Mouseketeer”), this could almost be considered blasphemy. Yet, I do it all the time.

There are some occasions when I watch “live” TV, like a Diamondbacks baseball game, or the Stanley Cup Playoffs. While watching one of these games the other night, my husband noticed that the same ads were shown over and over and over again. My husband, who is a software engineer and not a marketeer, got a bit frustrated. OK, he was really getting mad.

So we got to talking… why do advertisers run the same ads on TV over and over again? Any conscious adult in the U.S. knows about products like Coca-Cola or Chevrolet. Yet, there the ads are, hour after hour, sometimes the same ones within an hour. Frustrating? Yes. You might even ask yourself, “Do I really need to be reminded every day that Coca-Cola tastes refreshing, or that Chevrolet has cars and trucks for sale?”

The answer is YES, you do. Why? Because of reach and frequency.

It’s not enough that you walk past the soda aisle in the grocery store and know that Coca-Cola is down that aisle, available and waiting for you to buy it. It’s also not enough that you drive by the Chevy dealership every day on your way home from work. You see the cars and trucks, but you’re not in the market for one right now. You’re thinking about having a refreshing Coke when you get home. You’re not paying attention.

That’s what reach and frequency do – get you to pay attention. Those megabrands wouldn’t be what they are today without reach and frequency. Reach is number of people you are reaching with your marketing messages – whether it’s a TV ad, web ad, or email campaign. Frequency is the number of times you are reaching those people with your marketing messages. Success is when people pay attention to your messages and contact you to get more information.

On average, a person needs to see a message 8 times before they start to pay attention to it. Then, they need to see it 6 more times before they take action on it! WOW.

This is why it’s so important to develop a mid- to long-term communications strategy:

1. Identify the audience you want to reach.
It can be a small audience or a large one, but it must be relevant to your message and solution offering. Selecting the right demographics for your contacts list is critical, because that’s where the leads will come from. No sales will result from sending your “Coca-Cola” message to people interested in buying a “Chevrolet.” Although thinking through and identifying those demographics can be somewhat tedious, it’s a critical step in the process to identify that key audience.

2. Send frequent email messages – once each month, for 6 or 12 months.
It’s not enough to send a message in one month and another message 3 months later. It needs to be consistent and with regularity. The content can change every few months – or even every month, if you like – but getting your name and overall message to them regularly is key.

3. Integrate that same messaging into other communications media.
Use the email message content as a basis for your online blog, web ad or e-newsletter. Mention the same content in a Twitter posting. Add a “call-out” box or bubble on your website’s home page that reinforces the message. Put it into your e-signature on every email you send. Get it out there.

By following these principles of strong and regular marketing communications, your message will reach the right audience and the right audience will start to pay attention to you. That results in potential clients sending a message to you: Tell me more about what you do…

Linkedin Is Beneficial To Business Owners and Sales People

By Kim Densberger

There are many benefits that Linkedin can provide, whether you are a business owner, account manager, or anyone in sales. Launched in 2003, Linkedin is used for professional networking and has 150 million registered users in over 200 countries. One purpose of the site is to allow registered users to maintain a list of contact details of people with whom they have some level of professional relationship, called Connections.

Linkedin benefits are numerous. Here are just a few:

• Using Member Profiles, you can identify potential customers or prospects.

• Making use of the Introduction Tool, you can receive introductions or referrals to prospects.

• Viewing Connections in Member Profiles, you can research relationships between customers, prospects, and other contacts.

• Utilizing information in a Member Profile can provide information about prospects and customers which can make live conversations and online communication easier.

• Contributing to Answers and Discussions can give the perception to others that you are an expert. Others mentioning you in Discussions and referring to you as an expert in Answers create positive word-of-mouth publicity, both inside and outside of Linkedin.

• Profile and contributions in Answers and Discussions, you, as well as your organization, has visibility not only on Linkedin, but also search engines like Google.

• Participating in Discussions in the groups of your customers and of your peers allows you to pick up trends in the marketplace.

• Network Updates can give you notification when someone changes jobs which is an opportunity for you to contact them in their new organization plus possibly be introduced to the individual who is replacing them in their previous position.