community involvement, fundraising/development, good will creation, keeping up with trends, making time for things you value, marketing consultant, social media, staying current, Target Marketing

Harnessing the Power of Social Media to Do Good

Every marketing blogger probably already has or plans to blog about the success of the ALS ice bucket challenge, but I’d be remiss as a marketeer who understands both the perils and benefits of social media, if I didn’t post about the great example of using social media for good that the ice bucket challenge represents.

Social media is no longer a new or innovative form of promotion. It has been around for quite some time now and, almost undoubtedly, is here to stay — for better or for worse. Since both organizations and individuals have very little control over what is said about them on various social media sites, particularly Twitter and Facebook — and even YouTube because of the ability to comment on videos — it’s a wonderful day for an organization when social media users use these channels to support good activities and altruistic behavior.

I imagine there will be lots of copy cats now — particularly, non-profit organizations who could really use a large influx of funds to support necessary research for their cause, or just to carry out their social service activities. I certainly won’t blame or criticize any organization with health-related or other social service missions for trying to launch an equally effective campaign. However, I do believe the organization in-question will need to still come up with a theme and activity that differs a fair amount from ALS’.

First of all, it wouldn’t seem fair or right to steal ALS’ thunder or divert funds away from them using tactics they employed so effectively and on a large scale. Secondly, if the majority of large non-profits decide to implement similar campaigns, I believe there is going to be a limit to the return on investment. Perhaps, I’m wrong, and I welcome your thoughts, but each and every individual and organization only has so many $$ they are willing and able to contribute annually, so regardless of the effectiveness of such campaigns, both the dollars and newness/fun factor that encourages people to participate are going to run out. So, those implementing such campaigns are going to need to come up with something very different and engaging to both grab the attention and donations of their target audiences.

I have to close with thanks, prayers, blessings, and good thoughts for both Pete Frates and his dear friend, Corey Griffin, who was so instrumental in launching the campaign. As most of you may know, Corey recently lost his own life to a scuba diving accident. My heart and thanks goes out to both of their families too — for all the pain and suffering they’ve endured or will endure and all the good they’ve done through their support of and work related to the ALS campaign.

I am adding Pete and Corey to my Keep Up the Fight page right now as I can’t think of anyone more deserving.

brand promise, community involvement, differentiation, marketing consultant, Memorability, Passion, public relations

Something Not to Forget When Executing Marketing Tactics — Memorability

An organization that knows how to create memorability related to both its brand and its marketing activities is going to give itself an immediate leg up against its competitors. You’ve all probably heard the expression that “there’s no such thing as bad publicity” because it creates brand awareness, which then may prompt sales or revenue growth. I’m not so sure I agree that it’s a good idea to create memorability through strictly negative associations or activities, but I do believe is that if you can create something memorable that’s positive about your brand and/or in your advertising, your organization is likely to benefit from a brand awareness perspective, at a minimum.

A couple of well-known and simple ways of creating memorability related to both your advertising and your brand are with a jingle, a mascot, or both.  I was reminded of this at last week’s Braintree Relay for Life event, sponsored by Frito Lay, and attended by their furry tiger mascot, “Chester Cheetah”, who is highly associated with Frito Lay’s Cheetos snacks.  He was one of the major attractions at the event for children of all ages, including me!

 

 

Gail with Frito 2

My last employer, BMC HealthNet Plan, has employed a mascot for years, “Sunny” (a big sun character who wears big black sunglasses) , to create good will and brand awareness.  Sunny has attended literally thousands of community events and children and adults alike flock to him.

As far as jingles go, we all must admit that there are certain ones that we find appealing and that just stick with us. We find ourselves humming or singing them in the shower or in the car or they run through our heads while we lie in bed at night — and I don’t mean songs recorded by artists that are used as advertising background music — I mean jingles that were created to be used repeatedly in conjunction with a brand’s advertising for many years, or just for a particular marketing campaign of a brand.  Here’s one of my favorites.

In addition to mascots and jingles that can be associated with a brand for years and years and continue to contribute to the brand’s success, another means of creating brand or marketing campaign memorability is through messaging and visuals/creative that evoke emotion.  And, it’s actually a good thing if a brand or its marketing tugs at your heartstrings a bit, as long as there is an accompanying positive message.  For example, an advertising campaign can focus on a personal challenge or societal problem, but then offer an inspirational solution or show non-stoppable people rising above that challenge or helping those less-fortunate.

So remember,  mascots, jingles, and emotional messages/creative that show something positive rising out of tough circumstances, can all create memorability for a brand or the particular products, programs, or services it promotes.  Despite the fact that lately it would appear that human beings just want to hide behind their hand-held devices and not interact with others, songs, likable and cute creatures, and emotional, but inspiring messages, all provide individuals with an opportunity to connect.  And, that’s probably even more valued now by consumers than it ever was.

 

community involvement, good will creation, making time for things you value, marketing consultant

Walking the Talk

IMG_0818

 

Friday is usually the day when I create and publish a new blog post.  As you would expect, Fridays tend to be a bit calmer than other weekdays and posting here is always a great way to wrap up the week.  Keep in mind that ideas are always buzzing around in my brain for days or weeks before I actually post on a topic.

Today’s post will be brief because Results Communications will be shutting down early to make good on a promise that I made to myself and to others when I decided to launch my consulting firm — to be a firm with great heart that is committed to giving back to the community and one that supports research related to chronic and/or serious illness such as cancer, multiple sclerosis, and Alzheimers — three illnesses that have plagued family members and friends.

A small “Results” team will be walking in today’s Braintree Relay for Life event that supports the American Cancer Society.  I feel blessed to be well enough to walk in the survivors event-kick-off lap. Last year at this time, I was newly home from the hospital after my second major surgery in two months due to implications from past cancer treatment.  Because of poor weather, the Relay shut down early, but my husband and I went and walked one or two laps of the Braintree high school track because I told myself it was something I had to do for myself and other cancer patients I’ve met during my almost eight-year journey — sadly, some are no longer with us.  And, this just makes the walking more important — to honor and remember them.

gail in backyardivestrong

 (In Recovery Mode, 2013, wearing my “Live Strong” t-shirt)

Whatever the causes are that are most important to you, I encourage you to make the time to support them. As I always say, “make sure your life reflects what’s important to you” by “walking the talk”.

brand promise, community involvement, good will creation, marketing consultant, mission statement, public relations

Why Goodwill Is, Well, Good

During my thirty years of working for various sized organizations in a variety of industries, there’s been one activity that has worked consistently well regardless of industry or company size to both create awareness and effect sales growth, and that is the creation of goodwill.  But, what I really love as both a marketing professional as well, as the decent human being that I believe myself to be, is that goodwill is good for all.  While it helps organizations succeed, it helps the communities that the organization serves prosper, so everybody wins.

good·will

 noun \ˌgd-ˈwil\

: a kind, helpful, or friendly feeling or attitude

business : the amount of value that a company’s good reputation adds to its overall value

As the above definition from Merriam-Webster’s online dictionary supports, I believe creating goodwill is all about being helpful.  Since there are many ways to be helpful, there are many ways to create goodwill.  I’ve listed below some of the more common examples of how businesses (and, of course individuals themselves) can be helpful, but any organization that really understands and fully participates in the communities it serves, can think of lots of other innovative and unique activities.

  • organize a group of employees to volunteer their time to assist with a community event — whether it be helping with preparations for or promotion of the event, or simply helping to staff the event
  • solicit a group of employees to pitch in on manual tasks that need to be done at a particular location operated by a non-profit/community organization — such as a homeless shelter, park, or school
  • purchase a table/booth at a community event such as a health or street fair, or purchase a table at a breakfast, lunch, or dinner event which senior leaders at your organization can attend to show their support
  • donate tangible new or used goods that are on the “wish list” of a particular organization such as new gloves and socks for a homeless shelter or used coats for a coat drive
  • donate $$ that can be used as needed by the non-profit/community organization; sometimes, these donations will be reciprocated by the non-profit/community organization via the opportunity to have a display table of informational and promotional items at an event and/or a program booklet ad, or to be listed as a key sponsor on any event promotional materials the community organization produces

I’m sure you’ve found, as I have, that most individuals want to make a difference in their communities.  By providing employees with an opportunity to donate or volunteer, you are likely to enhance their engagement — another of the many reasons why goodwill is “good”.   And, most non-profit/community organizations are more than willing to share via a press release, an announcement at the podium, their web site, and/or some other activity your organization’s contribution to their success.

I’m always glad to brainstorm with you about what type of goodwill creation activity might be the most effective for your organization as well as best serve the communities in which your organization operates.

Make today the day you do some “Goodwill Hunting” by starting to research upcoming community activities you or your organization might support.