Archive for November, 2006

Science proves branding is worth the investment

Wednesday, November 29th, 2006

A blog for your business is an investment in your brand. It extends your brand by improving your presence online and making a powerful ongoing emotional connection to your readers (prospects, customers, vendors, etc.). Now science has confirmed that branding produces results.

Study participants were asked to view a brand (in this case Volkswagen’s) and their brain activity was monitored in reaction. Astonishingly, a well-known brand–for virtually any type of product from cars to insurance–produced a flurry of positive activity that was independent of evaluative thought. In other words, even though they were asked to answer a question about the brand, participants engaged in little or no decision-making about the quality of the brand. And interestingly, an unfamiliar brand actually evoked a negative reaction as the brain struggled to understand its significance.

You’ve heard the expression: any publicity is good publicity. Here we have the proof. And further proof that political marketers are on the right track by deluging us at election time with banners that have just the candidate’s last name in huge letters–nothing about positions or causes or records. They know you’ll remember that name and probably not think twice–or maybe at all–about what it stands for.

Don’t waste this opportunity to extend your brand. Get your corporate blog in gear now. Email me today with your questions.

Corporate blog as platform on global issues

Monday, November 27th, 2006

Some things are so important that, even if you don’t like the political implications, you can understand the necessity for responding. Global warming is one of those that’s getting impossible to ignore. Nature is speaking, says this Washington Post story, in the form of butterflies actually changing their geographic areas of habitat by moving north in Europe–not for a season but permanently. Populations of other creatures are moving to higher ground–or experiencing declining numbers and poorer health.

What may be even more appalling to some of us is the fact that warmer winter temperatures are allowing bugs of every stripe to weather the winters and as a result breed more prolifically.

Businesses are reacting, too. Ski lodge owners are petitioning to lease land higher up on mountains–because the snow caps have shrunk so significantly. Snow-making manufacturers are charging outrageous prices for their services–because they can. Power sharing on the west coast could be endangered if hotter summers lower river levels.

How might your business be affected by warmer temperatures year-round? Shipping of critical parts could be slowed. Energy costs could skyrocket. Think about it. If you’re thinking of doing anything differently because you see how the global warming trend could affect your prices or your service, tell your corporate blog readers about it. Word will get around.

Customer service efforts a good topic

Wednesday, November 22nd, 2006

Best Buy, a megagiant in the home entertainment, electronics and other industries is putting on a massive “boot camp” training session for its employees to prepare them for what’s known in the retail trade as “Black Friday”in the U.S.–the Friday after Thanksgiving. The National Retail Federation estimates that BestBuy will get its share of the more than 137 million Americans who will go shopping between Friday and Sunday.

Yours may not be a retail business, but whether it’s the holidays or other times of the year when your business gets more intense, if you do anything special to prepare for it so that your customer service remains top-notch, brag about it. Heck, even if it’s not seasonal, brag about what you do–customers love knowing that you’re thinking ahead about how to make their lives easier. Use your corporate blog to try inviting suggestions on how you could serve them better–you might be surprised at what you can learn by just plain old asking.

A question of balance

Wednesday, November 15th, 2006

Journalists are charged with being impartial in their coverage of people and events. In your corporate blog, you can certainly be biased in favor of your own company’s products and services, but it’s good to give credit what it’s due to others in the industry–while also, of course, pointing out how your company is different/better, serves a different niche, etc.

But journalists can skew that “impartial” view by giving equal weight/time/coverage to the opinions of small minorities. A powerful example is the current debate about global warming. The Washington Post reports this from a symposia of scientists:

Several speakers…accused [the media] of distorting scientific consensus in the name of journalistic balance. David Helfand, chairman of the Columbia University astronomy department, said for instance that while 99 percent of scientists working in the field of climate change are convinced that it is serious and the result of human activity, the views of the 1 percent who disagree are often given equal weight in stories about global warming.

Be sure that your corporate blog reflects an accurate and fair view of your company. Don’t distort your ethics. Don’t misrepresent how you treat employees. Don’t hyperbolize your success. And if you don’t like what the fair and accurate view says about you, you have two options: you can either start writing solely about industry news rather than your own company (which is okay), or go back to the drawing board on your management and other policies.

Turn a test into a testament

Sunday, November 12th, 2006

A catchy headline is the best way to get people to read your blog post. Journalists and newspaper editors know this–they hire people specifically for their ability to write those killer headlines.

Consider this one in a Washington Post article today: Fuel Efficiency as a Component of Freedom. Don’t you wonder what that’s all about? I did and was surprised to find–eventually–that it was really about performance testing a new fuel-efficient Mercedes-Benz in a grueling drive across the Russian countryside. The writer, Warren Brown, meanders from Russian history to describing the character of the two hosts at a stopover during the drive and quietly sandwiches the car test information in between. It’s a masterful job of finding much deeper connections than just simple test conditions and results.

I suspect Mercedes-Benz couldn’t be happier with the resulting article–talk about giving your product great exposure! And corporate blog writers everywhere can take a lesson from Mr. Warren on how to give greater meaning to your company information by building it into a wider context.

What women want

Wednesday, November 8th, 2006

If your business can use female customers, you’d be wise to listen to the marketplace. It hasn’t been “business as usual” in that arena for a long time.

Found this one today on a blog about single working women. Many businesses make the mistake of thinking they don’t need to account for the fact that increasingly women are the members. The ones who bring the guests. The ones who spend the money. The ones who can–and will if they’re satisfied–help your business by positive word-of-mouth promotion.

Women are the ones businesses must begin courting. Great article in the New York Times recently on the topic of what women want (requires free signup). Some of the smartest companies have initiated whole women’s initiatives aimed at finding out how their women customers really feel and adapting their services to meet those expectations.

Your blog is the perfect place to begin engaging with the females in your target audiences. Talk to some of your women customers. Talk to your women employees. Listen. Then think about including topics in your blog that specifically address women’s concerns. It’s a winning strategy today and will only become more so in the future.

The world is onto the Internet

Thursday, November 2nd, 2006

If you need extra evidence that this medium is incredibly powerful, check this out. The United Nations just sponsored a conference on the Internet–Internet safety, security, reach to non-English-speaking countries, etc.

Even if you have no thought of going global with your product or service, the Internet is changing the world so rapidly and so dramatically that you need to keep on top of this stuff. One day you might just be propelled without warning into a global marketplace. Might as well be out there building relationships ahead of time.

Get that corporate blog going. Call me if you have questions.