Infuze Marketing News

Wine in the Park

2011-04-25T17:05:00.000-07:00

If you didn't get your ticket early, you missed out. Raley Field was the setting for Infuze Marketing's Wine in the Park wine tasting, featuring… [Read More]

Does Your Delivery Match Your Message?

2010-10-18T15:10:00.000-07:00

What message are you sending your customers, and more importantly, are you delivering on that message?

If the name of your company contains the word “Overnight,” but it takes you 30 days to ship a product to a customer, are you meeting the perception your name portrays?

Does your tagline tout “lowest prices,” while your competition continually offers discounts more significant than yours?

Are you providing substandard products or service, while asking your employees to answer all of their phone calls with greetings like, “How can I provide you with excellent service today?”

The conception of such names, taglines and messages may sound like a great idea in the boardroom; but when a disgruntled customer receives them, they can heighten frustration exponentially.

Take inventory of the different messages you’re sending, whether it’s on-hold messages, in-store signage, mottos on name tags or buttons …you get the idea; and make sure you’re delivering on them. Also consider the circumstances under which you’re delivering these messages. For example, are you sending a customer an email denying them a refund, while including standard verbiage at the bottom of every company email that goes out, unwittingly promoting a special offer “in celebration of National Customer Service week?”

The next time you’re brainstorming to come up with catchy names and messages, take a moment to consider when, where, and to whom the message will be delivered; and make sure your delivery can meet the expectation of your message.

Kelly Carper

The Good, the Bad and the Potentially Ugly

2010-09-30T21:47:00.000-07:00

After recently losing an item in a taxi cab while traveling, I decided to at least make an effort to retrieve my belongings. Since I had lost the item on a Friday night, I called into the cab company Saturday morning. Lost and found was only open on Monday through Friday and the only other option was to have the driver's manager contact him and the manager was... you guessed it, not available until Monday. Bad systems and no processes in place for handling customers' lost items over a weekend.

Fortunately, I was patient and reached a very helpful employee on Monday monring. She promised to have the driver contacted and get back to me. She did! She called me back within ten minutes to report that an item had been found matching the description of my lost item and that it would be turned in later that day. Sure enough, it was eventually returned to me. Great employees within a bad system saved the day.

The only problem is, we can't rely on good employees to provide great customer service despite poor customer service processes and procedures. Plus, those employees will eventually leave out of frustration.

Do yourself a favor. Determine the different situations that your customers might go through. Then put the procedures and systems in place to best handle these unfortunate situations and give your employees the tools they need to serve the customer the best they can. Don't rely on good employees to cover up the bad and the ugly.

Kelly Carper

The Strategy of War, Fundraisers, and Whatnot

2010-07-07T11:08:00.000-07:00

Shortly after my company managed a major fundraising event, I watched the movie "Green Zone" with Matt Damon. The movie depicts the search for weapons of mass destruction (WMD) in Iraq. In one particular scene, Damon is directing his troop into a building where they suspect WMDs. After watching this scene unfold, it occurred to me that this situation was not unlike the task of managing a major event… aside from the possibility of death, of course.

When Damon and his troop arrive on the scene, the site is not secure. Civilians are where they shouldn’t be, gunfire is rampant, it is complete chaos. This is partly due to the fact that the military is short-staffed and spread all over a country in complete disorder, with not enough military to provide order prior to their arrival. They assess the situation and determine how to maneuver around the chaos. They enter the building. With an imperfect start to the mission, I watched as Matt Damon adjusts his perspective, assesses the configuration of the building and prepares for all possible scenarios. They consider enemy fire from outside and from within, not knowing what they will find around each corner, and unsure of what the final outcome of the mission will be.

It is obvious that they are all well rehearsed and prepared with contingency plans as they move through the building like a well-choreographed dance team. They utilize both verbal and non-verbal signs to shift and adjust their approach within seconds as they execute their strategy and encounter the unexpected. When they get to the point of interest, there is nothing. No WMDs. Deep sighs are exhaled as their rapid heartbeats slow and their postures relax. They are aware this mission has come to an end. They have avoided potential danger this time, but know more missions are still to come and they’ll have to do it all over again.

I’ll spare you the full list of literal correlations. For those of you who have managed or experienced events, you’ll understand entirely the parallels just described. And for this reason, you’ll understand how imperative it is to have a strategy that is well thought out, along with a well-rehearsed team that is ready for anything at your next event.

So the next time you have an event and you are preparing to “enter the building,” make sure you secure your helmet and ready your weapon. Or at least call in someone else in who can do it for you!

Kelly Carper

Be Careful What You Wish For

2010-06-25T10:28:00.000-07:00

Ever wish for a new boss? Because yours is obviously a fool and if he/she would just listen to you, they would never have done it THAT WAY.

Ever wish for a new car? Because yours is outdated and your best friend just bought a new “Beamer” that has all the bells and whistles.

Ever wish to own your own business? Because you know you can do things much better than everyone else.

Instead of wishing for something else, why not do whatever it takes to make your current circumstance better. Offer to support your boss, since their success could also contribute to your success. Wash your car or take it in for a tune-up. Why not provide feedback to a business that you feel isn’t offering good service, so that they can improve and offer you better service in the future.

Also consider a different perspective. Consider that you can learn something from your boss. Ask them what their strategy was in doing things the way they did and the answer might be more rational than you think. Your friend with the new BMW now has $700 a month payments, while your car may be paid off. Someone who owns their own business may be dealing with a client who is not paying their bills, while you’re depositing your paycheck.

Quite frankly, it’s all about attitude and attitude can be changed incredibly easy. No one owes you anything. Look at both sides of your wish and be careful what you wish for….you might just get it, and then who will you have to blame?

Stacey Heater Divine

The Eyes Don't Have It

2010-06-03T12:30:00.000-07:00

With the advent of wireless computer access, cell phones and other hand-held mobile devices, we’re a society that no longer has to be tethered to our desks at our offices or homes. How wonderful! We can get out into society, be more active, and be around people. Although, I’m not sure it makes much difference. Even when we’re around other people more, do we pay any more attention to them?

We’re so addicted to being connected to the world through our devices, that we sometimes forget that we can connect to other real live human beings right in front of us. Just take a moment the next time you’re out in public, whether you’re walking, waiting for your coffee or lunch order, sitting at a bar… notice anything? A large majority of people around you probably have their noses down and their eyes glued to their devices, oblivious to the rest of the world. Heck, I almost got run over on the sidewalk the other day as a gentleman was so focused on manipulating his iPhone, that he didn’t even see me approaching. (Nor did he realize that I practically had to dive out of the way as he passed by!)

The same holds true for laptops. I noticed in a coffee shop the other day that there were so many people working on their laptops, there was barely room for anything or anyone else. All eyes were zeroed in on their screens while they furiously tapped away. It was like a little laptop sweat shop in there! No talking, smiling, not even a glance toward anything else; unless it was to give a look of disapproval to someone daring to have an apparently disruptive conversation while in the coffee shop. A conversation in a coffee shop? Who would dare?

What’s amusing is that most of the people focused on their laptops or other devices are probably trying to promote themselves, a business, or an idea somehow. Along with tweeting, Facebooking and managing your website, why not try striking up a conversation with the real live person next to you? After all, you never know who that person next to you might be or to whom they may be connected. Or they may just be incredibly nice people who brighten your day. So the next time you’re out in public, look up every once in awhile, smile, maybe even say hi, and see what happens!

Kelly Carper

Don't Take It Personally

2010-05-20T17:30:00.000-07:00

When you were a kid, did you ever encounter that one person in school who seemed to cringe with dislike the minute you walked by? You would smile, say “hi,” attempt to engage them innocently, and their response was disdain, indifference, or even better, annoyance. My mother used to try and ease the angst it created by saying, “It’s their loss.”

I’ve got news for everyone. It didn’t end in school.

It happens throughout our lives. In business, it’s that client or boss for whom you can’t seem to do anything right. You jump through hoops, incessantly bowing way down under the limbo bar to please, even going so far as to set it on fire and sing a happy tune while scorching your face… and nothing. Not a smile. Not a thank you. No appreciation. Just disdain, indifference, annoyance. It’s as if they’re just sitting there waiting to catch you doing SOMETHING wrong, and then they pounce. The harder you try to please, the more errors you make… at least, in their eyes.

But here’s the funny part. For all the supposed disappointment you are to that client or boss, you are a joy, treat and success for ten others. In fact, if you lit the limbo bar on fire for them, they would rush in with a fire extinguisher. They can’t thank you enough for your effort to please, your commitment to success, your passion to help and for your desire to serve.

It seems there are many people in life who feel we are supposed to be an unflawed society. That our standards, ways and theories should perfectly match theirs. And many times, they don’t abide by their own unrealistic expectations.

Bottom line… know that not everyone will like you; whether it’s what you do, the outfit you wear, your hair, your personality or your work. Most importantly, know it’s okay. If you know who you are and that you’ve done your best, then you are just fine and dandy.

So next time a client, neighbor, colleague or boss finds fault in your very existence without consideration, don’t take it personally. “It’s their loss.”

Stacey Heater Divine

Email Etiquette Addendum

2010-05-05T09:27:00.000-07:00

One of our favorite blogs, written by Seth Godin, recently posted “8 things I wish everyone knew about email.” It inspired us to come up with a few additional points of suggestion for email etiquette to add to his list.

9. Be brief…if you want anyone to read it.

10. If it is absolutely necessary to include a lot of information in your email message, break out different points or questions. Highlight or bold important parts, like deadlines and due dates. Avoid lumping all of the information together in one long, continuous, uninteresting paragraph that goes on and on and on….

11. PROOFREAD your email messages:

Ensure there are no typos. (Even if you use spell check, it won’t catch a word that is spelled correctly but used incorrectly.)
Speaking of spell check…use it.
Tone is hard to convey in an email. Check yours to make sure it is appropriate.
Forwarding a message with attached messages included in the chain? Make sure there isn’t sensitive information included that shouldn’t be shared.
Check the size of file attachments before you hit send. If they are large you may want to compress the files or use an online file transfer service.

12. If you send an email message from a handheld device, don’t get lazy. You are not texting. Don’t consider that message at the bottom, “sent from my BlackBerry,” a disclaimer. If you’re sending an email, take the time to type out the words in full, capitalize, punctuate, etc. Don’t sign off with “c u later!”

13. Tell the recipient what the email is about in the subject line. (e.g. Brochure Invoice for Your Approval, Radio Script for Your Review, etc.) Create an expectation of specifically what they are receiving or what you need from them.

14. If you know your exchange with someone will require a lot of back and forth, here’s a concept… try the old fashioned method of picking up the phone and discussing the subject in a matter of minutes instead of spending hours typing everything out in a volley of emails.

To view Seth Godin’s original blog on this topic, click on the link below…

http://sethgodin.typepad.com/seths_blog/2010/04/8-things-i-wish-everyone-knew-about-email.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29

Stacey Heater Divine / Kelly Carper

Where Does Your Money Go?

2010-04-22T10:51:00.000-07:00

Many times we hear, “We know we need to market our company, but we just don’t have the money.”

So the question becomes, where are you spending your money now?

Are you buying logoed items that have no tie to a campaign and simply sit in the storage closet? Are you buying advertising space because it’s the only thing you know to do? Are you paying to be listed in directories that no one sees or uses? Are you paying for clubs, associations, lunches and dinners and not generating any leads? Are you paying a staffer 8 hours a day to manage these different efforts while getting 3 hours of benefit from their efforts? Are you paying for Search Engine Optimization services that you don’t need?

Finally, figure out what you are spending monthly or yearly on these items and ask yourself this critical question: Is it driving awareness or revenue through your doors? If the answer to this last question is, “I don’t know”…you are, what we call, “burning your marketing dollars over an open flame.”

We recognize many of these items are necessary, but they are best utilized when there is a strategy behind the tool. If you start to measure all the $250’s you spend each month that provide no return…you’ll surely not be a happy business owner.

Our recommendation to solve the bleeding of funds is to take the total you’ve spent on wasted efforts with no return and hire a marketing or PR firm to develop the right strategy and game plan for YOUR company’s needs. They will ensure proper execution with results that will leave you realizing that the money you “don’t have” is actually there and can be used more wisely to produce… well, more money.

So look in the storage closet, dust off the boxes full of logoed pens and cups, recalculate and refigure. And voila! You just came up with your marketing budget for the year!

Stacey Heater Divine / Kelly Carper

Reason to Outsource Your Marketing #1228

2010-04-05T15:57:00.000-07:00

Heard these terms lately? Keywords, Search Engine Optimization, RSS, Meta Tags, Iterations, Buying Phrases, Media Management, Brand Strategy, Outreach Programs?
Do you know what they mean? Do you care? I could list a hundred more, but why send you searching for ibuprofen any sooner than you have to.

A former boss of mine had a love for the statement, “keep it simple stupid”...and so I will.

Save the energy, the time, the money (yes, your time and efforts in trying to figure it all out is costing you a ton), the frustration and productivity, and simply hire a marketing and PR firm to handle such things.

You can’t possibly know everything, nor should you. Einstein didn’t even have that luxury, so hire a specialist in the marketing field to get your company name “searchable” with the best “buying phrases” through a terrific “strategy” and “communicate” that success to the masses.

Now those are some “keywords.”

Stacey Heater Divine

How Do You Stand Out Among the Texts and the Tweets?

2010-03-04T21:47:00.000-08:00

Methods of communicating with one another are constantly changing. Instant gratification and instant contact has taken over. Because of e-mail, texting, tweeting, and the growing list of other social networking options, we no longer have to wait for anything! This is all fine, wonderful, and efficient; however, we have lost some of the personalization from the past. Additionally, businesses have to be concerned with how they stand out among the plethora of these electronic messages their clients receive each day.

Regardless of the method of communication you use, be sincere with your message. Clients can see right through when you’re not, and quite frankly, they won’t take the time to read your message. “Delete” is an easy key to push when moving from one email (or tweet) to the next, so be genuine to avoid getting added to the trash.

Put thought into your message and reference something specific you’ve talked about with the client to personalize your communication.

Send that electronic message…and follow up with a handwritten note. Personalization and “effort” will set you apart.

Better yet…pick up the phone! Leave a message if you must. Even if the client never calls you back, you’ve left a message in their mind that they matter.

Personalizing communications can be effortless and will absolutely have the greatest impact to your bottom line.

Samantha Hawkins

When You Don’t Plan Out, Your Future Won’t Pan Out

2010-02-24T10:53:00.000-08:00

The Dutch proverb, “Measure twice, cut one,” is wise advice, but only if followed. Yet, so many in business give all of one nanosecond to plan before cut, cut, cut. Then, when their efforts don’t pan out, they’re reduced to revising and reworking.

Here’s the problem. We know that life moves fast, that competitive advantage is lost if we move too slowly. So we treat speed of execution as a virtue, and often demean planning and thinking as the domain of plodders. “Fail to act and the world will pass you by,” we say, so we do before we think the plan through.

There is a place for quick execution, but it’s only when we have high confidence of success. To act quickly without understanding the implications can be signs of imprudence and arrogance. And those traits will doom your chance to succeed.

The other issue with behaving reactively is paying the toll of opportunity costs. In these lean times when staffs are stretched thin, businesses can ill afford to do work twice. Not only do you pay for the waste, you lose the opportunity to tackle the next critical item on your to do list.

So when the din of “cut, cut, cut” rings in your ears, take a deep breath and measure a second time.

Dave Wesley

Toot Your Horn. But Make Sure the Horn is Worth Tooting.

2010-02-19T11:09:00.000-08:00

Many times we accomplish minor or major miracles, but then we don’t follow it up with telling the story to anyone. An example of this in business is contactless credit and debit cards or “Tap and Go” cards (otherwise known as PayPass and/or blink cards). It seems that while the technology was developed and cards were issued in large quantities, the transaction volume or usage has been very low. Many people who have these cards don’t know what it means to have one. (I would explain further, but why do their marketing for them?) A recent article on americanbanker.com referenced that while the technology or product was developed, it just wasn’t pitched. Not by the merchants, not by the card networks or the issuers. Great idea, but no one tooted the horn and promoted the message properly.

Sometimes we do toot our horn and tell a good story, but the story turns out to be based on a flawed character. Just ask Toyota about this one. The product WAS reliable. Marketers did a good job of promoting quality and reliability. Then somewhere along the line, things changed and marketing had to quickly shift its message to, “We know we screwed up and let you down, but we’re trying to fix it.”

Many times this situation occurs when departments within companies don’t communicate. Engineers may come up with a great technological miracle, but engineering and marketing don’t work together to ensure that the message to the consumer properly promotes the product or conveys its true benefits. Or in Toyota’s case, marketing may do a good job of getting the message out, but the manufacturing and operational side of the business doesn’t ensure that the message is being supported by the end product.

Either way, the end result is that time and money, not to mention growth opportunities, are wasted.

So if you have a good story to tell, toot your horn. But before you pucker up and blow, make sure it won’t come out sounding flat!

Kelly Carper

Passion is More Than You Think

2010-02-09T09:54:00.000-08:00

Oh sure…you think I’m sending this out because it’s February, thus Valentines and hearts and sweets and goo goo love stuff must mean I’m feeling the need to write about passion. Well, that’s partially true. Of course the infamous commercialized holiday does bring to mind thoughts of love and passion. But passion goes much further than candy hearts and roses.

I get that passion is a heart/head/physical thing that causes us to act incredibly insane and lose all sense of reason or logic. But I believe passion is more than that. I think it’s critical to our daily existence.

Passion drives us. Passion makes us pick up the phone to listen to a friend who has just won a major award. Passion makes our heart hurt when someone special has a disappointment. Passion makes us get in the car and drive across town in the rain to see the Eagles play in concert one last time. Passion gives us hope when we listen to some of the greatest minds out there share their life experiences with us. Passion makes us work harder to buy that extra something or other. Passion brings us to our knees in a moment of crisis. Passion makes us root for the underdog. Passion makes us want to pummel someone who would hurt an animal. Passion causes us to open our checkbooks for a country that has suffered devastation we will never know. Passion makes our heart stop when the “right” one walks in the room. Passion makes us smile when we remember a priceless moment that can never be recreated. Passion makes us say “I do” when the media continues to remind us that 60% of them end in divorce, because people don’t value commitment and real, deep, irreplaceable, incredible, true love. Passion makes us love our children until our hearts could burst.

My friends…Passion makes us throw all caution to the wind to start a business during the worst possible economy when we have listened to a hundred people tell us the statistics about how most businesses fail in the first 2 years. Passion gives us the energy to get up every day and do whatever it takes to keep the doors open, people employed, customers happy and the future brighter each moment. Passion makes us want to make a difference.

People say we can’t live without food, water, exercise, money…but really….what value do any of those things have if we have no passion for them.

See….passion is critical.

Stacey

Writing That Makes a Clear Difference

2010-02-02T09:45:00.000-08:00

When business people write copy, whether for their web site, brochures, or even business cards, it’s critical that the writing be clear and correct. There are two reasons I say this.

First, people understand their own company much better than their potential customers do. So, before you commit to any business copy, ask someone unfamiliar with your business to review it. Are the products well defined? Are the benefit statements clearly understood? Is real value being communicated?

Second, potential customers make judgments about your company’s competency based on your communications. Again, before you publish anything, ask others to review it for grammar, spelling, and tone. When you print mistakes, prospects may conclude that you are incompetent, careless, or not interested in paying attention to detail. Those judgments undermine your ability to persuade a prospect to become your customer.

Mark Twain wrote, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” In business, the difference between clear writing and unclear writing is the difference between a revenue stream and a revenue dream.

Dave Wesley

Want a Great Design? Don’t Say Cool.

2010-01-26T14:53:00.000-08:00

Let’s say I’m designing a logo for Susie Q. I ask Susie Q what she wants the logo to say about her company. Susie Q gives me four descriptive words she would like the logo to represent. They are as follows: cool, hip, unique and elegant. I breathe a deep sigh (and sometimes an eye roll) at the mention of these words, as I quickly try to steer her mind away from her current thought process.

What’s the problem with these words, you ask? Well, I’ll tell you. These four words mean nothing to me. Why, you ask? Because what is cool and unique to me, may or may not be cool and unique to you. What I believe is clean and elegant is probably not your version of clean and elegant. My mind does not necessarily go where your mind will. The thing is, most people know this! But what is the first thing they say to me? “I want a cool/ hip/ unique logo.” Or, “I want an elegant/cool business card.” And there is always my favorite, “I want a logo/stationary/ad/poster that stands apart.” Guess what? Everybody wants their stuff to stand apart from the bunch. And you are not going to get very far in achieving this by using these vague terms.

Lucky for you, there are much better approaches you can take when describing to a designer what you want, and I’m going to tell you what they are. Instead of using generalized words, it’s better to find examples of things you like. Think of colors, shapes and fonts you gravitate toward, so you can have a concrete idea of what you are looking for. Do you like bold or thin fonts? Dark or light colors? Do you like a lot of clean white space? What is the first thing you want the viewer to see? What sort of things stand out to you?

Supplying your designer with as much detail as possible on what you like and what you’d like to see improves the odds that you’ll be ecstatic with the end product. It is also the best way to avoid heavy sighs and eye rolls…just in case you’re not a big fan of that.

Allison Hurd

Connect 3 Times...To Generate Referrals AND Business That Lasts a Lifetime

2010-01-19T10:22:00.000-08:00

With all of the noise out there; tweets, texts, e-mails, voicemail, blogs, and more, how is a business supposed to grow and gain new clients without looking and sounding like everyone else? Amongst the noise, how can you be heard?

Ever hear of the “3 touch system”? No…it doesn’t have anything to do with football or your iPhone. It is an old school sales technique that says you should “touch” (not literally) a prospect 3 times to generate a business relationship. Goes something like this:

First Touch: Distribute your business card liberally. Better yet…ask for THEIR card first and return the kindness by handing them yours. (Side tip…write a small note on the back of their card referencing your meeting.)

Second Touch: Within 48 hours, send an e-mail along with a handwritten note thanking that person for the conversation or introduction. Reference what was significant in the meeting. In today’s busy world, handwritten notes make a more subtle impact and shows effort on your part.

Third Touch: Follow up with a phone call. This call is your opportunity to qualify this potential client/referral resource as to how you may be able to work together in the future and then offer some times to meet for a second time. You may not get the meeting with this first call. What next? Hang up! Yes, hang up! But don’t give up! There is a difference! Add them to your calendar and send a monthly e-mail wishing them a great week, or Happy New Year, etc. These e-mails are not to harass or solicit your services, so don’t pitch your services every time you drop a “how are you?” email. These are meant to be gentle reminders that you are there in the market and happy to help however you can. This will take you minimal time each month.

The old school method says to stop at the 3rd contact and if it doesn’t generate business, move on. What a shame…because with a monthly “reconnect” through the beauty of technology (thank you email!), you can stay in front of this contact without being intrusive with hopes that they will think of you immediately if they need to refer a firm/company for the services you have to offer…or they will contact you if a bid comes up! Make it easy for them to remember you quietly so they don’t have to say, “Oh my! What was that person’s name I met months ago at that function? I think they offered a service that we need right now!”

You have now not only been “heard” quietly amongst the noise…you’ve also been remembered.

Samantha Hawkins

Events and Marketing

2010-01-14T16:13:00.000-08:00

Even though they are not spelled the same, they are a palindrome. Crazy you say…crazy like a fox I say. You market your event and your event will market for you. See, just like racecar (a true palindrome – reading the same backward as forward).

I would like to specifically address a signature event. A signature event, where a non-profit is the beneficiary of any additional funds brought in by “your business name here,” will get you on the radar of business people, professional party goers, and the local media in ways you have yet to tap into through other means.

This may seem like an overwhelming endeavor, but the fact is there are many professionals that can create this from initial concept to the post-event profit and loss analysis for a nominal fee. In additional to handling this event for you, most event management companies also bring a huge rolodex full of companies that are willing to donate, sponsor, or just attend an event because they have built a relationship with the event company you have so wisely chosen to outsource your event management duties to. This type of service costs you a small fee and gives you double the fundraising dollars, triple the attendance, and allows you to shine as the star of the event, while the event company hustles in the background trying to make everything as perfect and smooth as possible.

A signature event is also the single best type of marketing you can do in this financial climate. People want to be happy; they want to leave their cares behind. They want to be where everybody knows their name, and they're always glad you came. They wanna be where they can see, the troubles are all the same. They wanna be where everybody knows…now I’m getting carried away. But you get the point.

The bottom line: Signature events are the most powerful marketing tool a company can use.

Amanda Rinehart

Resolve to Improve

2010-01-06T13:43:00.000-08:00

With the New Year already upon us, it’s not too late to put plans in place for improvement when it comes to your business.

Start the year by looking back.
That may sound odd, but resolving to improve your 2010 means you have to look back at 2009. Review your calendar from the previous year. What worked, what didn’t and why? Identify hits and misses. Replicate the hits in 2010. If you had a miss, analyze whether the concept was just inherently bad or whether more preparation, different timing, or different components being included in the plan could have made the project more successful. Analyze trends that might help you make decisions or be more proactive in the coming year. Then plan your 2010 calendar appropriately.

Keep better track of the year ahead.
After completing this task, resolve to keep even better track of your activities in 2010. Make sure you document all the steps that go into a project, track the timing, the results, and develop an assessment or conclusion so that when you go through this process next year, it will be even easier to plan for 2011.

Resolve to screw up at least once!
If you’re a skier, you know that you don’t get better unless you push yourself, take some risks, and allow yourself to fall down a few times… well, quite a few times. Allowing yourself to screw up accomplishes several things. It allows you to take risks that you might not otherwise take. It also helps you to focus on implementing something instead of planning it to death. A perfect solution doesn’t mean much if you never apply it to anything. And don’t forget, if you make a mistake, it’s all about how you learn from it and handle it that makes the difference.

Don’t jump off of a cliff just because everyone else does.
Instead of following the hoards of people this year who read the best seller, who use the most popular app on their iPhone, or who use the most touted site on the internet, resolve to follow the road less traveled. Search out unique business resources, unknown websites, and distinctive applications. Not only will this make you a more interesting person to talk to, it will make you a more valuable resource in comparison with other employees, competitors, etc.

The only depressing thing about resolving to improve is that you’re basically admitting that you could have done better last time. And guess what? You’ll have to admit it all over again next year!

Kelly Carper

Marketing by Definition?

2009-12-18T18:19:00.000-08:00

Ask anyone’s opinion on what they think marketing is, and you’ll get any number of answers.

Many times I’ve seen postings for jobs claiming that they needed a “Marketing Manager.” After speaking with the companies conducting the search, I would then clarify, “So, what you’re really looking for is a sales representative. Right?” To which I would usually get the response, “Well, I guess. But sales IS marketing. Right?” This response, for some reason, always infuriates me. I want to shout, “NO, IT CERTAINLY IS NOT!” But then I have to ask myself, why does that upset me?

To a certain extent, isn’t that the great thing about marketing? That it has such a broad definition and is interpreted so differently by so many people? Isn’t that the true definition of creativity, which is a component of marketing? Creativity is defined as “the ability to transcend traditional ideas, rules, patterns, relationships, or the like.”

Instead of getting frustrated and trying to put a specific definition on marketing, we should use this broad perception to our advantage as marketers. Marketing can be many things to many people who are looking for solutions. So call it what you want, but as long as we provide the right solutions that get the desired results, let’s just agree to call it “good stuff!”

Kelly Carper

Guest Post: So, what do you want in a bank?

2009-10-06T12:33:00.000-07:00

This article by Greg Patton is from the 2009 3rd Quarter Sierra Vista Bank Vista Views newsletter.

If its money, any bank will do. But if it’s a personal connection to the people who handle and account for that money, then you’ll be happier at a place like Sierra Vista Bank. The money here is green but the staff isn’t. Even our more junior people have over 10 years of experience in the care and feeding of the average depositor.

If it’s a loan, any bank will do. But if its the opportunity to be able to discuss the pro’s and con’s of your transaction or to hear the wisdom of true bankers whose livelihood has been in the structuring and granting of credit, then you’ll be happier at a place like Sierra Vista Bank. Our lenders are just that – lenders. They are well trained and are experienced in the actual granting of credit. They make good decisions and that’s what you should come to expect – well thought out plans to make your borrowing better.

If it’s an interest rate, any bank will do. But if it’s a competitive rate recommended in a product mix that best suits your needs, then you’ll be happier at a place like Sierra Vista Bank. Our deposit experts are well trained and seasoned in dealing with everyone as an individual. You get personal service and a thorough discussion of the options to meet your needs. And our rates are competitive.

If it’s someone who has a plastic badge that says “Personal Banker” then any bank will do. But if it’s the goal of doing business with an institution that actually knows and cares about your banking as much as you do, then you’ll be happier at a place like Sierra Vista Bank. It all comes down to the people and once you meet and know ours, there will be no room left for doubt at how truly personal and helpful our bankers can be.

Sure there’s others out there that might be able to meet your needs. But why waste time; go with a sure thing. See you at Sierra Vista Bank real soon.

No, you can't have any font you want (for your website)

2009-05-28T14:24:00.000-07:00

We appreciate this frank posting on appropriate fonts from our friends at Rising Line. If you are new to the world of website design, you definitely need to read this article, enjoy:

http://risingline.com/blog/web-safe-fonts.php

Our Clients ROCK The Times!

2009-05-28T13:43:00.000-07:00

We are thrilled to share that Greg Patton, the President of Sierra Vista Bank and one of our favorite clients, appeared in the New York Times yesterday. Click here to read more:

http://www.nytimes.com/2009/05/28/business/smallbusiness/28sbiz.html?_r=1&ref=business

How's Your Website Workin' For Ya?

2009-05-12T13:19:00.000-07:00

Rising Line has an excellent blog where they offer spot-on insight into Web 2.0 marketing and how to use Web technology for a higher ROI.....

http://risingline.com/blog

Glimmer on the horizon?

2009-04-21T09:12:00.000-07:00

Glimmer on the horizon?
Greg Patton, CEO of Sierra Vista Bank

The President of the Unites States indicates that there may be a glimmer on the horizon when it comes to the economy. Fed Chair Bernake thinks the downward slope may be slowing. The GDP projections are generally showing less contraction in Q2 and slightly positive growth for Q3 & Q4.

My personal observations: It’s hard to find a really good parking place at the mall. I couldn’t book a timeshare in Palm Springs for Spring Break. “It’s a 25 minute wait” at most of the good restaurants I failed to get reservations for in advance. The word is that car sales last month were pretty good compared to past months. Houses under $400,000 seem to be selling pretty quickly. “American Idol” is still getting 36 million votes a week (Danny G. is my personal choice).

This leads me to believe that people still are shopping, vacationing, eating out, buying stuff and have phones and leisure time sufficient to follow pop culture. There is still plenty of pain and economic distress to go around but I have to agree with the President that I, too, have seen some glimmers of hope on the horizon.

What do we do now? It is still a ‘back to basics’ exercise for me and for all those who would ask me that question. Are you controlling costs? Are you cautiously doing more with less? This applies for households as well as businesses. “Do we need …” is the leading question of this quest for survival. Consumer confidence will not spring from unnecessary or reckless spending. As everyone executes a well though out business/personal spending plan, I think the horizon gets a bit closer.

Don’t put on rose colored glasses to prevent the glare. There are still areas of great softness or segments that are still very subject to this market’s correction. I don’t expect that we will get great news from employment or housing values until sometime later. And I am well aware of the concerns over inflation overtaking the stimulus. I don’t run with scissors and I’m not going proclaim all is healed. I do like the feel of the current trends and sympathies.

It could be a mirage. It could be swamp gas. It could be wishful thinking. But I’m going to keep the sunglasses nearby.

Beyond a Logo

2009-04-15T12:51:00.000-07:00

Here is a great article that offers excellent perspective on logos. Something to consider when creating or assessing your company logo.

Check it out!

http://entrepreneursjourney.blogs.com/thoughts/2008/10/logos-and-brands.html

Infuze Marketing Has Been Published!

2009-03-02T12:58:00.001-08:00

Our writers at Infuze Marketing have had an article published in addme.com's most recent newsletter!

Check it out:
Public Relations and the Internet: Friend or Foe?

Infuze Marketing CEO Joins Stanford Home Board of Directors

2009-02-04T13:54:00.000-08:00

Our CEO, Stacey Divine, is honored to have recently joined the Board of Directors for Stanford Home for Children where she will not only Chair the Branding Committee, but will also support the efforts of the development Committee and the Planning Committee for the annual signature Wine Auction event.

Supporting community efforts and needs is something we are honored to do here at Infuze Marketing. As a general practice, all staff members are asked to participate in local non-profit events or volunteer to serve within non-profit organizations. The Infuze team actually supports multiple organizations through their efforts...many of these are on their own time!

We all agree...there's really nothing cooler than giving back!

For more information on Stanford Home for Children's amazing vision and services, click here to view their Web site.

The Importance of Marketing in 2009 and Beyond

2009-01-29T10:24:00.000-08:00

With 2008 behind us, the time has come to analyze the successes and failures of last year and make a plan for the New Year. Remember that while the 2008 economy has led to many marketing budget cuts, this has proven to be a mistake in the past. The key to marketing in this economy is tailored marketing messages. Your marketing should be altered to address the concerns of today’s consumers. Examine what your company has to offer and share with the public how your products and services can be appropriate no matter what state the economy is in.

Marketing messages created to support the current economy and the decision to stick with a consistent marketing plan have proven to have long term positive effects. A recent study found that during the recession that occurred between 1981 and 1982, businesses that maintained or increased their level of spending for marketing averaged higher sales growth during that recession and in the three years that followed. The study also found that those who are aggressive marketers during a recession have been able to increase their market share by two and a half times the average for all businesses post-recession.

Consumers may be increasingly tight with surplus funds these days, but they will always be consumers, meaning they will continue to spend. Marketing messages need to be sent out, although they should be changed to coincide with today’s conditions. Business Week’s Burt Helm pointed out marketing messages no longer focus so much on how luxurious life can be, but on how one can still purchase high-end products while being cost conscious. He gave a successful example of this using GE’s new Profile washer-and-dryer set. This would typically attract the eye of the more affluent consumer; however, the Company’s marketing messages have now been adjusted to help the product appeal to those concerned with the increasing price of electricity and the issue of water scarcity. The product is also being promoted as a machine that is cautious on clothing, extending the life of garments, thus saving consumers even more money.

In a nut shell, Marketing is always a critical business tool. Now is the time to use that tool most efficiently.

Sources:
Burt Helm, "Advertisers Adjust to Market Luxury in a Recession," Business Week
Paul Dunay, "Statistics on Advertising During a Recession."

The Ins & Outs of Email Marketing Permissions

2009-01-19T11:31:00.000-08:00

With the increasing popularity and effectiveness of email marketing, we thought some of our readers would benefit from the Ins & Outs of Email Marketing Permissions. This can be a sticky subject, especially since the practice is fairly new and the "rules" are still being ironed out. Keep in mind that the information below is only a snippet of what you'd need to know before you launch an email marketing campaign...

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Getting Permission
A key aspect of email marketing is that it is permission-based; this means you must have a person’s permission to communicate with them via email address.

There are three types of permission:

1. Explicit- the individual signed up to receive communications (for example on a web site or in a guest book) and expects to receive email marketing communications.
2. Implicit- the individual has an existing relationship with you (knows who you are) but might not be aware that you will be sending them an email marketing communication.
3. None- no relationship exists (also known as “spam”)

Of these permission types, only the first two, explicit and implicit equal qualified lists for email marketing, with explicit being the most ideal. It is a good idea to ask yourself two questions for each address (1) Do they know who I am? And (2) Will they care about what I am sending? If the answer is yes to both of these you have a good list to send to. If more than 30 percent of your list is implicit permission names, you should think about moving the permission reminder to the top of your email campaign. If you cannot answer yes to at least one of these questions the name should be removed from your list.

Permission Reminder:
This is a short explanation of how the recipient got on your list and how to unsubscribe should they decide not to receive email from you again. Infuze Marketing adds this to all email campaigns.

2008-12-22T11:54:00.000-08:00

While Brian Solis' recent TechCrunch post, Fear Kills Businesses, Dead offers much more than the two key points below, I thought I'd pull these out to share my favorite part of the post. Keep these items in mind as you review budgets and evaluate plans for 2009. It has been proven over and over again in several studies that cutting marketing budgets in a recession is a big mistake!

Do Not eliminate marketing or sales efforts. Okay, I’m biased here, but cutting marketing and sales has a direct and reverberating impact on future income, so don’t be surprised if next quarter’s numbers are down. Without support, sales will continue to trend downward.
Be wise as you evaluate your sales and marketing efforts. With the right team, you may want to consider maintaining or increasing financial support in order to excel while your competition retreats.

Do create an innovative and cost efficient formula for running a concentrated, sustained, and proactive outbound marketing program that effectively creates a bridge between your core customer’s needs and your product.

While companies are cutting costs to extend their runways, consumers and businesses are reducing spending in parallel. However, it’s important to remember that customers are not freezing spending altogether. They are and will continue to research, invest and procure the solutions, services, and products that will help them succeed, offer entertainment, or streamline aspects of their day-to-day workflow. And, they’ll also continue to make impulse decisions just for the hell of it.

2008-11-21T11:58:00.000-08:00

Marketing 2.0 Blog post this week regarding the value of advertising in a down economy. Bottom line: It's a bad idea to reduce or eliminate advertising in today's economy. Check it out!

http://www.marketingtwo.com/

A post for Veterans Day

2008-11-11T09:06:00.000-08:00

Today, we thought it important to showcase Sierra Vista Bank, a client of ours that gives a great deal to our troops. In just the past few months, the Bank has sent donations overseas to help our soldiers through an organization called, Troops Need You and has recently worked with local organization Masters of Giving to facilitate a $10,000 donation to Soldiers' Angels, which will enable the organization to house over 15 veterans and their families for the holidays(http://newsblaze.com/story/20081110190039zzzz.nb/topstory.html).

Cheap Marketing Ideas

2008-10-01T10:06:00.000-07:00

Okay, so the latest news from Infuze is compliments of Vertical Response. Vertical Response, for those of you who don't know, is an online marketing service that can help grow your business through email campaign and printed materials. The following 9 ideas are what Vertical Response emphasizes as cheap ways to market your business and who doesn't love the word CHEAP?

Every now and then we'll write about ways to market your business on the cheap. In this economy we all need to think about ways to be creative. Here are a few more ways to add to the ever-growing list.

Gas Gift Cards - Have a promo where your customers need to purchase over a certain amount and they'll get a gas gift card from you!

SVM Cards has small denominations. You can buy $5 and $10 cards in 10 packs.

Cost: The cost of the card you choose. For example, $5 cards in a 10-pack is $55.
Benefit: You'll get people who might drive to come to your store!

Hand-written Thank-You notes - When you ship out a product, include a nice note that you hand write to your customers. They'll be shocked you did it!

Cost: The time it takes to write a note.
Benefit: Your customers could tell their friends about this amazing thing you did which will potentially spread positive word of mouth.

Selling to a Business? Scour BizJournals in your area for new business listings, there are hundreds of them. Also see InfoUSA or DemandBase for business addresses nationally or locally depending on your zip code.

Cost: A Bizjournals Subscription is around $50-$100/year (depending on your local area) for 52 editions. Plus you get the Annual Book of Lists (which is huge) for free.
Benefit: You can call/direct mail the businesses on a weekly basis and enter them into your contact management system or your VR account. I counted about 500 businesses listed with all contact information in a single week.

Swap - Ask a neighboring business if you can put your business card stack on their counter and vice versa.

Cost: $10 to print business cards.
Benefit: You may get some new business from people that didn't know about you.

Advertise On Your Car - If the cost of gas hasn't got you riding your Schwinn around town, why not put a magnetic sign with your logo, phone number and website address on it. Great for sitting in traffic! While you're at it buy a license plate frame with your info on it too. I've been thinking about putting a VR sign on the ole' Yellow Mini Cooper.

Check out: LogoMagnet, Vista Print, Magnet Signs

Cost: $20-30
Benefit: Doesn't take much and who knows? That person riding you on the highway might just take note! Make sure you find visible parking spots too!

Tradeshows - See if a colleague who owns a business would want to share in a tradeshow booth or sponsorship. NetBooks asked us if we would co-sponsor the Small Business Development Center Technology Bootcamp and we did!

Cost: Your time and the actual sponsorship.
Benefit: For half the price you can both get new business.

LinkedIn - If you don't have a LinkedIn account create one, it's free. Then fill out your profile as much as possible. Also, answer questions in the categories you choose to. It turns out to be a great way to get known as an expert in your field. Also when people search on your business name or your name, often times your LinkedIn profile comes up on the first page.

Cost: Free
Benefit: You get your name out there for potential new business.

Contests & Awards - Have people submit their favorite picture of their smile (dental office), favorite dog picture (groomer/kennel/vet) or favorite pose or strut (retail clothing).

Have them post the video or picture to picasa, flickr, or YouTube so you don't have to host anything. You've got a gig or two of free storage at most of these. Then send an email campaign to tell your customers about the contest. They'll upload their content, then send their friends to see it. As an offshoot you'll get more traffic. Then reward them with discounts or cash.

Cost: Free.
Benefit: Your customers drive more traffic to you.

Post Videos of Customers - When a customer walks into your business or you visit one at their offices, why not take a Flip camera (cheap) and ask them to talk about your business. Then simply plug the Flip into your computer (it has a built in USB!) and upload the videos right to YouTube. Don't forget to tag the video with your company name and some keywords so you'll come up high in the search engine rankings.

Cost: Free if you have a camera. Flip is $99.
Benefit: There's no better advertising than you're customer testimonials. Then you can get ranked in the search engines more as well.

The Value of Your Stationery Package!

2008-08-26T15:35:00.000-07:00

OK, I've been preaching about this for just over a year now and Stacey for well, for forever, but Ken Peters, Creative Director / Brand Strategist out of a graphic design studio in Phoenix also said it well last week...I would like to also point out, he spelled stationery the correct way, he gets an "A+" in my book! Who would be surprised though, he is of course a fellow ASU graduate!

Maximizing A Too Often Overlooked Branding Tool

Next to your logo your stationery package is the most fundamental means of graphic communication in your business' branding arsenal – and one of the most powerful, and cost-effective, self-marketing tools at your disposal.

Emerging technologies continue to force the most sacred corporate dogma and business practices to evolve. While many old tools and techniques are being rendered obsolete the traditional stationery ensemble - letterhead, business card and envelope - is more vital than ever.

Next to a logo the basic stationery package is the most fundamental means of graphic communication in any business' branding arsenal, and one of the most powerful self-marketing tools at your disposal. An engaging business card, letterhead or envelope can command undivided attention, communicating boldly or subtly the image, personality, spirit and attitude of your company. How you conduct business, and the quality of your products and services can all be made evident every time you hand out your card or forward a document on company letterhead.

10 Hints For Developing An Effective Stationery Package:

When designing, or redesigning, your company's materials, keep these basic guidelines in mind:

1) Look to the future. If you are planning on being in business for years to come (and I'm guessing that you are) strive for a design that avoids trends and will stand the test of time while remaining distinct and memorable.

2) See the big picture. Develop a design that translates from stationery to brochures, a web site, advertising, and all of your other branded collateral. Consistency among all of your corporate materials builds brand recognition, and is essential.

3) Express yourself. Your stationery will help people form an impression of your company. Let your personality and philosophy shine through in the design. For instance, a person's title on a business card says a lot about the organization. Are you "President & CEO" or "Big Cheese"?

4) Know your budget. Print twice as many as you think you'll need - it'll cost you half as much in the long run. Consider business card shells (sheets of cards printed with everything but employee names) so that when new hires come on board the printer can do a simple one color run to add the names.

5) It's all about geometry. A standard business card is 3.5''x2''. While you can break that mold, you're still working with a relatively small piece of real estate. Don't be afraid to use both sides. Don't let the design get in the way of your contact info. If the design obscures the information, the card is a failure. Make sure that your design can accommodate names like Hamilton Willougby Van Vulkenburg III, PhD - in type larger than 5pt. Also, remember that a business card is not a billboard or poster; it does not have to be viewed from across the room. People will still be able to see your logo if it doesn't take up half the card.

6) Don't skimp on quality production, because with printing you often get what you pay for. A proliferation of online resources offer full color, low cost printing with quick turn around. Many of these resources leave much to be desired. Cheap paper and materials, and low quality printing can reflect poorly on you. Seek qualified printers that are willing to guide you through the process, and work with you to ensure a satisfying final product. Insist on proofs before going to press, and consider doing a press check, to ensure the job is being run to your satisfaction. Don't be afraid to "stop the presses" if it is not. Reputable printers will be open to your involvement in this capacity, and encourage such collaboration.

7) Be "sheet-smart". The paper you use can say more than what's printed on it. The tactile sensations of weight and texture and the visual impact of color have strong subconscious affects and can communicate powerful messages. And, these days, the recycled content of the stock may also speak volumes about your business and products.

8) Be sure the paper you choose is compatible with your desktop equipment. Some coated sheets do not accept toner and ink very well, while some stocks may be too heavy to run smoothly through laser printers, copiers and fax machines. Paper mills and distributors can often provide you with specs and sample sheets for testing.

9) If you have a particularly adventurous envelope design (And you should. Nobody likes to receive boring mail.), confirm with the Mailpiece Design Analyst at your local post office that it conforms to regulations. You don't want to find out after you've printed 1,000 pieces that the design makes them undeliverable.

10) Use the pros (at Infuze Marketing, (ok I added this part)). Don't cut corners, and don't try to do-it-yourself. A well-rounded stationery ensemble that takes into account all of the above truly requires the design acuity of professional practitioners. Make the investment in your business, and its future, by collaborating with design professionals who have a strong track record of success in brand development. Quality design and branding are an investment that will pay great dividends in the long run.

Event Marketing – Host a Party

2008-07-25T15:19:00.000-07:00

There is no better way to introduce your business and stay “top of mind” with clients than to host an effective event! Events can include receptions, grand openings and even seminars, don’t limit yourself. While most people love a good party, there are a few tricks and tips that can help make your event a success.

Tips to Planning an Event
· Pick a day during the middle of the week, it decreases conflicts with weekend activities and gives people something to look forward to besides the weekend.
· Choose a location that is easily accessible for all of the invited guests.
· Make sure your event has a topic that interests your clientele in order to boost attendance. For example, if you want to attract those in the wine world you could bring in a vintner as a guest speaker at your event.
· Plan ahead. Allow at least 3 weeks to send out invitations so everyone can pencil you in.
· Have Fun! No one wants to work with a dud.

The brand. The brand. The brand. What's the BIG deal?

2008-03-27T14:52:00.000-07:00

Recently I was at a luncheon with a variety of marketers and sales people (I know…the fact that they were all there together will be a whole other blog). And one of the seasoned sales professionals said the following:

“Marketing people make things so much more difficult than they need to be! the logo is too small. The logo is too fat. The logo looks stretched. The logo is the wrong color. The logo, the logo, the logo!’ Seriously…by the time THEY get the logo to look perfect, I’ve probably lost the sale. It shouldn’t matter whether the logo is a little bit off and the customer doesn’t even notice. Bottom line is they are more concerned about price and getting what THEY want to run their business instead of what OUR logo looks!”.

And he didn’t say it sweet and sassy, like I just said it….he was MIFFED!

The fact that I didn’t speak up and give him a 30-second branding lesson is a true testimony to my maturity level at this age (those of you who know me can cease the laughter please). But it did prompt me to clarify for those of you who feel the same way.

I come from both Sales and Marketing in my career path. Unbeknownst to many, one is indeed NOT cohesive with the other. And branding logic and philosophy is one of the reasons.

The brand IS your identity. It’s the visual for who you are as a company and what you represent. If your brand is stretched or the wrong color, it signifies that you do not pay attention to detail or your presentation or could care less what anyone else thinks about you. It also connotates that you think the client is visually impaired and not paying attention. And if you won’t pay attention to such things for your own company, what on earth makes me, the client, think you will pay attention to it in my relationship with you. Your logo should say “who you are” in an image…a literal snapshot that will stay with me, the client. Are you professional? Are you funny? Are you lazy? Are you classic? Are you too busy? Are you obnoxious? Are you sweet? WHAT ARE YOU?

You have ONE image to make that impression. ONE. Which means it better be the same if it’s on a variety of materials and the materials just happen to be in the same folder, which leads us to “consistency” of the brand. That “first impression” in ANY relationship is critical. I doubt, very much, that any successful sales person throws on 2 different socks, a plaid shirt, polka dot pants and tennis shoes to meet a client (unless you’re in the circus and I’m not on that topic) because they recognize they have to provide an appropriate, clear, concise, consistent, responsible first impression.

Example: I’ve got a VERY successful commercial contractor friend who can tell you exactly how many lines are in the pyramid of his logo. He would sell me on his services from that one trait…because it tells me he pays attention to detail. Wouldn’t you want him to build your medical facility so you could almost guarantee that a “bolt or screw or beam” didn’t get left out because…c’mon….”what difference does it make….it’s only a bolt”.

All that being said, the marketing team has a responsibility to not destroy the efficiency of the sales process by being ridiculously anal in the “branding police” process. Develop a standard guideline book and put all approved logos online, along with providing templates so sales teams can move forward without your constant micromanagement.

Let us all remember folks, irrelevant of which side of the team you are on: the brand is a reflection of YOU

The Value of PR - Press Release Abuse

2008-03-24T10:46:00.000-07:00

To me, Public Relations is a complex and exciting field, but unfortunately as I discuss what I call 'the value of PR' with potential clients and acquaintances I find that the general idea of PR is negative. In my biased opinion the cause of this perception could only be that many of these people have a very basic understanding of PR or they have very limited experience with it. My goal as a Public Relations Specialist for Infuze Marketing is to spread the word about the benefits of PR through exceptional service to our current clients, potential clients and frankly, anyone who asks. Before a company makes the decision to add PR to its marketing efforts, a company needs to understand the very basics and plan to trust that the PR professional it hires knows the true value of PR and will exercise it appropriately for the company. From time to time I'll discuss this topic through our blog beginning with this one, so stay tuned...and don't forget to subscribe if you'd like to be notified when we post!

Press Release Abuse
One of my biggest pet peeves as a PR professional is the misconception of the press release, leading to what I call 'Press Release Abuse.' The purpose of a press release is to alert the media to something newsworthy (part of the difficulty comes in here with each individual's loose definition of newsworthy). Contrary to popular belief and oh probably 85% of press releases issued, standardized press releases such as the ones announcing new-hires, promotions etc. can be highly ineffective and can actually hurt an organization by sacrificing credibility with media contacts.

In a perfect world, and trust me I'm aware it isn't, I would advise not to issue these types of releases and here's why:
*These types of releases don't distinguish themselves in any way from the many other releases editors are receiving.
*These standard announcements don't help to promote the company or sell products.
*Typically, there is no incentive or benefit for the general reader to pay attention to the information.
*These releases are only meaningful to the person featured and his/her family and friends. They don't interest the general reader or make the reader want to conduct business with the company.

As always there are some exceptions and positives to note:
*The statistics say that it takes at least 8 impressions before your company name is remembered, mentions in these releases could attribute to this number.
*Smaller local newspapers are likely to use these releases in a brief form, giving you a chance to get your key messages out regardless.
*Some businesses can in fact benefit from these releases for example, real estate companies. Many real estate companies house agents as independent contractors; issuing a release announcing that a new agent has joined the firm has the potential to bring past clients to the new firm. Keep in mind that a call to action must be included, allowing readers the chance to reach the company or individual.

So as you can see, PR can be pretty complex and all of the (sometimes annoying) minutia matters. It is important to weigh all decisions that relate to the public's perception of your company, even one ill-timed or ineffective press release can hurt...

Just another reason why hiring a qualified PR professional is worth it.

Infuze Marketing Honored by Soldiers Angels

2008-03-14T12:37:00.000-07:00

Recently, Sacramento organization Soldiers' Angels honored Infuze Marketing on their web site. Check us out at: http://www.directcon.net/lstanley/SacVASoldiersAngels/index_Page597.htm

Sponsor an Event!

2007-11-09T13:59:00.000-08:00

Our company is honored to have been chosen to plan the 2008 McCall, Idaho Winter Carnival. This is a great communtiy event that the town's Chamber of Commerce holds every year and has held for the past 42 years and it now draws over 50,000 people to a town with a population of 6,000 on any given day. This all brings me to our next marketing tip... SPONSOR AN EVENT!

Organizations in need of sponsors will contact you or your business for sponsorships, its inevitable. Being asked to sponsor an event puts you as the decision maker in a very unique and powerful position to negotiate exactly what you'd like in return for your sponsorship dollars. It can be a great way to market your company to a targeted audience. Think about the potential... exclusivity rights, your company logo in all print and broadcast advertising, your company information on event signage, etc. The list continues. Consider your next request with a clear picture of what you'd like in return for your support and take advantage of what can be a great opportunity! Oh and for more on the 2008 McCall Winter Carnival visit: www.mccallwintercarnival.com

Marketing on a Diet

2007-10-17T17:00:00.000-07:00

Here at Infuze, we pride ourselves on not using cliché hip terms like “thinking outside the box.” Mostly because...who even says something like that??? The point is, there are a thousand different ways to gain exposure for your brand and market your company effectively without expensive print advertising or adding one more piece of colorful glossy mail to the bottom of someone’s trash can. Don’t get us wrong, if you want us to create a full page ad in an expensive magazine, we will be happy to do so. But if you are like the majority of businesses out there today, you’re looking for something “different.” Something “unique.” Something that doesn’t SCREAM information, but actually creates “IMPACT.” So, in this, our first Infuze Blog posting we're honored to provide you with a couple of communications suggestions to help you find new clients or broaden your market awareness without breaking the bank. And, don't worry we'll keep them coming, so keep in touch!

Networking
Word of mouth is still the most effective method of getting your company name “out there,” so why not initiate key networkers in your surroundings to talk about your company and all the cool things you do? You have them in your office, in your store, in your family and in your neighborhood. Talk about your business. Let them know what you are offering so they know WHAT to talk about when they DO talk about you. And I promise...they WILL talk about you, so why not GIVE them the correct items to talk about! (p.s... if a referral name is used when you gain business, always remember to place a thank you call or send an e-mail or hand written note acknowledging your appreciation for the referral! Guaranteed: A good deed unrecognized will be the last good deed).

eSignatures
Why not utilize your need to communicate online with one of the easiest and most inexpensive methods of branding? Electronic signatures need to be included in all of your outgoing personal and business e-mails. The more your brand is seen by the eyes of others, the more it’s recognized.