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Talk About What's Worth Talking About at Your Company

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Hailey Lynne McKeefry
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Re: Creating corporate personality
Hailey Lynne McKeefry   3/13/2014 7:21:47 PM
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@Ford, IBM is a great example. HP also comes to mind. They've always done a stellar job of having a solid corporate culture and brand that match. Even as they've gone through more recent changes, and some would say make some mistakes, i feel like they've managed to maintain brand integrity.

catheriene
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Interesting
catheriene   3/13/2014 10:31:34 AM
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Any link-building designed to control position comes with a threat that they will consider it a breach of their overall recommendations. As we all know, breaking the recommendations can cause very bad issues associated with the various Search engines Penguin up-dates and guide charges we've seen over previous times two decades.
UtahSEO.biz


Ford Kanzler
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Measuring marketing
Ford Kanzler   2/24/2014 1:11:02 PM
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There's been so much written about measuring marketing, I dare not attempt covering it in such a brief forum. "What by when" is perhaps the most basic measurement approach. Advertising equivalency of media coverage to ad space is most definitely NOT an appropriate measurement technique, even though some may still do that.

In my business communications and public relations practice, I attempt to understand what the client's idea of success looks like and if that's reasonable given the circumstances and resources. If its not, its a deal-killer. Managing managment's expectations, particularly prior to the outset of a program or campaign, is a huge part of any attempt at meaurement.

Some people are metrics junkies and focus closely on web traffic. That's OK as far as it goes but it ignores whole other areas of marketing communications interactions affecting results. For example, how do you precisely quanitfy the effects of a CEO's or CTO's public speaking or authorship efforts? Secondly, most companies really don't have any clear way of linking all of their promotional communications to lead generation much less sales results. Lastly, some types of business communications accomplished under the aegis of marketing, are essentially meant to build good will, demonstrate expertise, or build community support for an industry-wide initiative. They're subtle, indirect promotional tactics meant to build brand value perceptions, not specifically to elicit sales inquiries. But they often do.

Sorry I can't begin to address the many ways of measuring marketing communications results. There are likely as many different ways as there are companies. What works for one probably won't satisfy another. However, agreeing on what and how things are judged effective or measured is certainly essential.

Ford Kanzler
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Creating corporate personality
Ford Kanzler   2/24/2014 12:45:09 PM
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It seems most brand or corporate personalities in the tech sector are spawned by the founders, e.g. H & P, or later, consciously by the leadership. IBM has worked effectively to change its former staid, authoritative image to a far more engaging one, just as they've moved from a previously mostly hardware, to a now, mostly software business model.

I've written earlier about brand image which relates to corporate personality here: http://www.ebnonline.com/author.asp?section_id=1205&doc_id=262870  -

Corporate culture and the brand's personality should mesh. It's all about the market's perceptions created by how the company acts and shows itself as an entity. Many brands suffer from either facelessness or a notably negative image due to a variety of factors, most of which are under their control if they care to address them. However, changing perceptions typically takes a rather long time. But the change can often be very worth the investment.

 

Hailey Lynne McKeefry
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Re: Attracting customers takes time
Hailey Lynne McKeefry   2/24/2014 11:25:17 AM
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@Ford, i know results take a long time. Any wise words about the best ways of measuring and communicating results to stakeholders?

Hailey Lynne McKeefry
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Re: Convincing customers?
Hailey Lynne McKeefry   2/24/2014 11:24:25 AM
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@Ford and @Jacob, for customers and partners, context is a hugely important thing. Information/data without context is useless at best and misused at worst. As you said, Ford, making sure it connects with people's interests is a key part of the recipe.

It seems like what you are talkinga bout is creating a corporate personality. What are some fo the best ways organizations do that? I know a strong corproate personality when i've seen it (i'm thinking IBM, HP, Apple, etc.) but i'm not sure that i know how those organizations did it so successfully.

Jacob
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Re: Attracting customers takes time
Jacob   2/9/2014 10:58:19 PM
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"Yes, one need to await for suitable opportunity. Reason is that others are also dedicated and conducting business very well."

-hm, businesses are like grabbing the opportunities. When there is an opportunity, you have to grab it; otherwise it by somebody else.

Jacob
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Re: Convincing customers?
Jacob   2/9/2014 10:56:32 PM
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"We don't realy convince customers, as in change their minds. Minds are not readily changed, if at all. In the context of a business communications campaign, the goal is tapping into prospective customers' existing interest areas"

Ford, based on their interest we are communicating with them and trying to bridge between their interest and what solution we have to offer for them. I feel it's also a type of convincing them with what we can offer for them.

_hm
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Re: Attracting customers takes time
_hm   2/8/2014 5:48:21 PM
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Yes, one need to await for suitable opportunity. Reason is that others are also dedicated and conducting business very well.

 

Ford Kanzler
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Attracting customers takes time
Ford Kanzler   2/8/2014 10:28:23 AM
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Usually it does. Sometimes, if the offer and message are seen as valuable, the price is right, the competition isn't well engage, things can happen pretty rapidly. However, in B2B sales, typically several people within each customer organization, some with differing purchasing criteria, need to align before choosing your brand.

Marketing rarely creates the desired results as rapidly as management expects or hopes they will. It can be a long, hard uphill slog.

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