|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
Today’s connected world is moving from devices towards things, what this means is that by using increasingly low cost sensors embedded in devices we can create many new use cases. These span across use cases in cities, vehicles, home, offices, factories, retail environments, worksites, health, logistics, and health. These use cases rely on ubiquitous connectivity and generate massive amounts of data at scale. These technologies enable new business opportunities, ways to optimize and automate, along with new ways to engage with users.
Oct. 13, 2015 07:00 PM EDT Reads: 268
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
Oct. 13, 2015 07:00 PM EDT Reads: 1,489
This week, the team assembled in NYC for @Cloud Expo 2015 and @ThingsExpo 2015. For the past four years, this has been a must-attend event for MetraTech. We were happy to once again join industry visionaries, colleagues, customers and even competitors to share and explore the ways in which the Internet of Things (IoT) will impact our industry. Over the course of the show, we discussed the types of challenges we will collectively need to solve to capitalize on the opportunity IoT presents.
Oct. 13, 2015 06:30 PM EDT Reads: 131
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes about through a Communications Platform as a Service which allows for messaging, screen sharing, video...
Oct. 13, 2015 06:15 PM EDT Reads: 1,234
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in high-performance, high-efficiency server, storage technology and green computing, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and Embedded Systems worldwide. Supermi...
Oct. 13, 2015 06:00 PM EDT Reads: 235
As more intelligent IoT applications shift into gear, they’re merging into the ever-increasing traffic flow of the Internet. It won’t be long before we experience bottlenecks, as IoT traffic peaks during rush hours. Organizations that are unprepared will find themselves by the side of the road unable to cross back into the fast lane. As billions of new devices begin to communicate and exchange data – will your infrastructure be scalable enough to handle this new interconnected world?
Oct. 13, 2015 05:00 PM EDT Reads: 126
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
Oct. 13, 2015 04:00 PM EDT Reads: 732
SYS-CON Events announced today that Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, will keynote at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 13, 2015 03:15 PM EDT Reads: 260
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
Oct. 13, 2015 01:00 PM EDT Reads: 231
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Oct. 13, 2015 01:00 PM EDT Reads: 346
The IoT market is on track to hit $7.1 trillion in 2020. The reality is that only a handful of companies are ready for this massive demand. There are a lot of barriers, paint points, traps, and hidden roadblocks. How can we deal with these issues and challenges? The paradigm has changed. Old-style ad-hoc trial-and-error ways will certainly lead you to the dead end. What is mandatory is an overarching and adaptive approach to effectively handle the rapid changes and exponential growth.
Oct. 13, 2015 01:00 PM EDT Reads: 342
Developing software for the Internet of Things (IoT) comes with its own set of challenges. Security, privacy, and unified standards are a few key issues. In addition, each IoT product is comprised of at least three separate application components: the software embedded in the device, the backend big-data service, and the mobile application for the end user's controls. Each component is developed by a different team, using different technologies and practices, and deployed to a different stack/target - this makes the integration of these separate pipelines and the coordination of software upd...
Oct. 13, 2015 12:00 PM EDT Reads: 415
As a company adopts a DevOps approach to software development, what are key things that both the Dev and Ops side of the business must keep in mind to ensure effective continuous delivery? In his session at DevOps Summit, Mark Hydar, Head of DevOps, Ericsson TV Platforms, will share best practices and provide helpful tips for Ops teams to adopt an open line of communication with the development side of the house to ensure success between the two sides.
Oct. 13, 2015 12:00 PM EDT Reads: 696
The IoT is upon us, but today’s databases, built on 30-year-old math, require multiple platforms to create a single solution. Data demands of the IoT require Big Data systems that can handle ingest, transactions and analytics concurrently adapting to varied situations as they occur, with speed at scale. In his session at @ThingsExpo, Chad Jones, chief strategy officer at Deep Information Sciences, will look differently at IoT data so enterprises can fully leverage their IoT potential. He’ll share tips on how to speed up business initiatives, harness Big Data and remain one step ahead by apply...
Oct. 13, 2015 12:00 PM EDT Reads: 750
There will be 20 billion IoT devices connected to the Internet soon. What if we could control these devices with our voice, mind, or gestures? What if we could teach these devices how to talk to each other? What if these devices could learn how to interact with us (and each other) to make our lives better? What if Jarvis was real? How can I gain these super powers? In his session at 17th Cloud Expo, Chris Matthieu, co-founder and CTO of Octoblu, will show you!
Oct. 13, 2015 12:00 PM EDT Reads: 307
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi's VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context w...
Oct. 13, 2015 11:00 AM EDT Reads: 309
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, will explore the current state of IoT connectivity and review key trends and technology requirements that will drive the Internet of Things from hype to reality.
Oct. 13, 2015 11:00 AM EDT Reads: 324
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 13, 2015 07:00 AM EDT Reads: 6,012
Nowadays, a large number of sensors and devices are connected to the network. Leading-edge IoT technologies integrate various types of sensor data to create a new value for several business decision scenarios. The transparent cloud is a model of a new IoT emergence service platform. Many service providers store and access various types of sensor data in order to create and find out new business values by integrating such data.
Oct. 13, 2015 04:00 AM EDT Reads: 686
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete end-to-end walkthrough of the analysis from start to finish. Participants will also be given the pract...
Oct. 13, 2015 03:00 AM EDT Reads: 414