|By Rodger Roeser||
|December 14, 2012 10:00 AM EST||
New Year’s Resolutions and Marketing Activities: Success or Failure Exactly the Same
By Rodger Roeser, APR
Here it is just a few weeks after the New Year started and already those resolutions are fading away. Well intentioned efforts to lose weight, get in to better shape, quit smoking, stay more in touch with family – perhaps already things of the past. It got me thinking how similar these resolutions are with marketing and public relations. Regardless of the economy, marketing activities are not flash in the pan, quick fix options, but rather long term, sustained programs and campaigns that actually yield positive results.
Experts will tell you that the reason most resolutions fail is because it involves sustained commitment and effort. Also, they are often unrealistic in nature – so folks give up altogether. Similarly, good public relations and marketing activities take time and are not a quick fix to your business ills. Finding good publicity angles, creating image and article opportunities, reaching out and sharing that company story or profile all take time, patience and stick-to-itiveness.
It also takes time and effort to achieve realistic results. One push up will not make you thin or build your biceps. All too often, I see business executives simply increasing sales numbers because excel allows them to plug in a 25 percent in widget sales – for no apparent reason. It seems solid research and market realities have given way to just plugging in numbers and storming the gates. This is bad practice, and leads to frustration and a lack of business clarity and focus among the employees. Don’t be that executive who says say you want X amount of articles in the newspaper or just any other number that appears to be pulled out of thin air, and when those numbers aren’t hit, you’re disappointed. These types of business mistakes are not productive, and surely not good for morale.
A good marketing executive or agency can offer much better and more realistic guidance to these types of numbers, and advise best ways to achieve those goals. And, like a good personal trainer, help keep you motivated and on track. Here are four simple steps to a successful 2009.
1. Get a Plan!
If you don’t have a marketing or marketing communications plan, get one. Do yourself and your business a favor, hire a good firm, and get a plan developed. The investment of just a few thousand dollars may be the best investment you make this entire year. The plan will have realistic goals with realistic prices. You do yourself no favors when you believe you can do a national advertising campaign for $500. A good plan will lay out strategies, tactics, timelines, goals and budgets that should be very easy to follow. The firm should be able to implement the plan with skill, or work with you to share in the implementation duties. If you don’t have a plan, this is the first and most important step you can take for your business.
2. Stop with the Magic Bullet
We all play Monday morning quarterback – and surely if you’re the coach, you likely know more about football than most. It doesn’t stop people from wanting to share their “ideas.” Same holds true for marketing – rarely are folks short on “ideas,” but recently it seems there is this great new invention that will revolutionize marketing as we know it and cause all other forms of marketing to wither and die. Social media. For some godforsaken reason, all the Monday morning marketers are jumping on the social media bandwagon and putting up any manner of information on facebook, twitter, plaxo, myspace and others – and waiting for the sales to roll in. While social media and having a good social media plan is important, it is not THE answer. It certainly can be integrated into an overall marketing plan, and blogging and tweeting and friending and updating are all smart – just be realistic and be smart about it. If I hear one more time, “we’re not going to do much marketing this year, we have a blog now” I may have to send out the Marketing Police.
3. Keep at It
Regardless of whether your marketing program is grand or modest, continue doing at least something. Now is a great time to purchase paid media, billboards are at great prices and public relations and direct mail is a simple, cost effective way to stay in touch and further solidify the brand. While you must be smart and you should certainly scrutinize every dollar invested, now is not the time to “stop.” I recently had a client that, for all intents and purposes, stopped their proactive marketing outreach last June. Now, they have no pipeline, no leads, and no revenue. They’re lack of consistency in their outreach has likely caused yet another business to go under. Invest wisely, be proactive, and keep at it. Again, a good agency is your best friend here.
4. Change up the Routine
Just like working out, changing things up a bit can yield some quick and dramatic results. Now may be an excellent time to do something different – perhaps an event, a new sponsorship, a cause marketing initiative or a podcast. Properly positioned and integrated, new programs can attract entirely new segments of consumers or prospective business partners in a fresh way. When is the last time you wrote a thought leadership article or submitted an opinion piece? Take a look at where you may have some holes, where opportunities may exist and capitalize. Again, if you don’t know all the opportunities you may have, consult an agency. There is also a great online radio show called “That Marketing Show” that has a top marketing genius as a guest each week sharing one great tip and idea after another.
By taking some simple and proactive steps, and looking into hiring an affordable yet quality expert or agency, businesses can look forward to bright 2009. Now is the time to get out there, stay focused and keep aggressive. Ideas and options are a good thing. Now, go make some waves.
Filed under: Uncategorized
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
Sep. 26, 2016 03:00 PM EDT Reads: 1,544
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
Sep. 26, 2016 02:45 PM EDT Reads: 2,589
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
Sep. 26, 2016 02:15 PM EDT Reads: 2,076
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
Sep. 26, 2016 02:00 PM EDT Reads: 1,715
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
Sep. 26, 2016 01:45 PM EDT Reads: 2,562
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
Sep. 26, 2016 01:30 PM EDT Reads: 1,166
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Sep. 26, 2016 01:15 PM EDT Reads: 3,310
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
Sep. 26, 2016 01:00 PM EDT Reads: 1,617
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Sep. 26, 2016 12:45 PM EDT Reads: 3,414
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
Sep. 26, 2016 12:45 PM EDT Reads: 1,739
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
Sep. 26, 2016 12:15 PM EDT Reads: 1,671
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Sep. 26, 2016 12:00 PM EDT Reads: 2,799
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
Sep. 26, 2016 11:30 AM EDT Reads: 1,002
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...
Sep. 26, 2016 11:15 AM EDT Reads: 2,875
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Sep. 26, 2016 11:06 AM EDT Reads: 191
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your...
Sep. 26, 2016 11:00 AM EDT Reads: 1,001
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Sep. 26, 2016 10:30 AM EDT Reads: 907
Big Data has been changing the world. IoT fuels the further transformation recently. How are Big Data and IoT related? In his session at @BigDataExpo, Tony Shan, a renowned visionary and thought leader, will explore the interplay of Big Data and IoT. He will anatomize Big Data and IoT separately in terms of what, which, why, where, when, who, how and how much. He will then analyze the relationship between IoT and Big Data, specifically the drilldown of how the 4Vs of Big Data (Volume, Variety,...
Sep. 26, 2016 10:00 AM EDT Reads: 1,007
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
Sep. 26, 2016 10:00 AM EDT Reads: 2,701
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
Sep. 26, 2016 09:45 AM EDT Reads: 2,881