The birth of Prince George of Cambridge did a lot more than yield the future heir to the throne. For communications professional, the Duke and Duchess of Cambridge demonstrated a well-executed strategy that incorporated simple, but often ignored, elements. These eight simple tips can help your firm deliver a message in royal form.
1. Don't forsake tradition....The world stopped for the birth of George Alexander Louis (well, maybe it didn't stop but it certainly took especial notice). George's name incorporates the traditional aspects of the British monarchy; while William and Kate are modern royals, their ability to incorporate conventional elements speaks to their respect for tradition. It's important to not forgo the hallmarks that your firm or industry is known for. While new methods are important, traditional elements reflect historical brand identity. They're the reason that clients know your name and trust your brand. We often spend so much time imbibing new tastes, we tend to forget that there are older ones that satisfy our palates quite well.
2....But incorporate modern technology. An organization's focus should never be based solely on traditional proceedings, efforts or habits. Effective communicators know how to strike the balance between the old and new, knowing that while old habits die hard, sometimes they just need to die. Every emerging platform won't work for your business or stay around long enough to warrant discussion; however, keep an eye out for emerging methods, trends and keywords. Progressive businesses demonstrate their sustainability by constantly studying the marketplace and embracing change. The announcement of George Alexander Louis's birth was tweeted. While embracing customs, don't neglect modern practices. Incorporating the new and the old will allow your firm to retain loyal clients and acquire new ones.
3. Presentation is important...The British tradition delivered an impeccable display of pomp and circumstance to formally announce the birth of the king. Announcements of great significance should demonstrate incredible thought, ingenuity and well-executed presentation. This type of fortitude speaks to your current audience and prospective clients. Take the time to plan well-executed announcements. Deviate from the routine and incorporate elements that will intrigue your audience. Everything your organization displays is a reflection of the manner in which you conduct business. Paying attention to the slightest detail demonstrates your focus and commitment to the best.
4...But content is king. While the presentation is important, it is completely irrelevant if the content is invaluable or worse---gasp---erroneous. Imagine if the royal announcement had misspelled Prince George's name wrong! Your audience--no matter who it may be--will always expect well-written, accurate content. One erroneous message can severely undermine your firm's credibility. While mistakes will occur from time to time, it's imperative that you ensure that you triple check your message. A powerful example occurred on Celebrity Apprentice, when the Power team delivered an excellent presentation, which was dramatically overshadowed by a fatal flaw: Melania Trump's name was misspelled on the advertisement for her own skincare line! People may not remember what you did or said, but they will remember how you made them feel. And that you can't spell. Get it right the first time.
5. Time the message appropriately. No matter how important your message is, failing to disseminate it at the proper time will cause even the most valuable announcement to fall flat. Marketers have a small window of time to reach the maximum audience before their interest fads. Make sure that you maximize newsworthiness. Identify what has captured the public interest and redirect it to your audience. Timeliness is of the utmost importance to members of the media. Pay attention to breaking news and ongoing stories. It's likely that you have a window of opportunity to present your story, event or announcement by tying it to a local, regional or national point of interest.
6. Pay attention to your audience. Unfortunately, no matter how relevant your message is, there will always be an unreceptive audience. There will always remain a core group that will lack interest. Your research and preparation should always include market research. Who is your core audience? Don't overextend yourself by presenting your announcement to the wrong audience. This technique will likely backfire and prevent you from forging relationships with members of this demographic who could--one day--become prospects. Focus your attention on your core stakeholders. Kate and William did not take Prince George to the media or any "key" group. Instead, they made the announcement for the audience gathered for the announcement. While it's unlikely that your organization can command noteworthy coverage by stepping outside--although stepping outside with a baby would spark inquiries, though I wouldn't recommend it---it will resonate with a well-targeted audience.
7. Make an appearance. After a significant announcement is made, it's important to make an appearance. In certain crisis situations, an official announcement from executive leadership should be made within 24 hours. (An organizational spokesperson should speak within one hour of the occurrence, but that's another article.) People like to associate images with situations. We're innately attuned to visuals. A properly timed and well-executed appearance will ensure optimal media placement and reposition your brand as an industry leader.
8...Then an exit. A fatal flaw many firms make is "maximizing" their public exposure. The problem with utilizing your 15 minutes of fame now is that it leaves no time--or interest--in reemergence. Maximizing your presence is not the same as receiving maximum exposure. Realize when you optimized an opportunity and bow out gracefully. Prince William and Duchess Kate smiled, gave their eager audience a glimpse of Prince George and gracefully retreated. Their audience was given just enough to create intrigue and speculation. In media speak, that's equivalent to an unimaginable number of media stories. Show and go, as I call it. Your media presence should not extend like an unwanted houseguest. Present the story, event or announcement that will fulfill the public's need but don't overwhelm their palate. Someday, you'll have another story to give. Make them want to hear it.
Thursday, July 25, 2013
Saturday, July 20, 2013
8 Tips for Small Business Success
There is no foolproof plan for creating and sustaining a business. There are, however, general guidelines that can ensure that small business owners are on the right track. These eight tips will help business owners make positive progress towards growing a successful firm:
1. Create a business plan. The often clichéd saying goes "A failure to plan is a plan to fail." Expenses and budgets are not exact sciences but planning to allocate resources certainly does provide a running start. The U.S. Small Business Administration advises that a well-written business plan should project 3-5 years in the future, including revenue projections. A business plan lets potential investors and partners know that you are serious and credible, while helping them gauge your potential for success.
2. Identify your target audience and know their wants and needs. It is important when creating a business plan to identify the demographic that you're trying to reach. Whether creating this yourself or hiring a firm to do this, business owners, managers and representatives should be well-aware of their target market. Determining your target market will also allow you to focus your sales and marketing activity on those individuals most likely to purchase your product or service.
3. Determine what your competitive advantage is---and use it competitively. What makes your product or service different? Why should a consumer choose your product or service over others with similar options? Regardless of how innovative or advantageous your product or service is, it's very likely that others have proposed it before---to the same market. Every business should feature a unique aspect that sets it apart from its competitors. Know what makes your firm's product or services unique and invest in that.
4. Don't rush to grow-up. Firms should make an effort to grow at a reasonable pace. Explosive growth in a small time period is impressive but it is not sustainable. Work to secure a loyal, satisfied client base, even if that rate of expansion is not initially exponential. Ironically, businesses that fail do so in the year that the highest sales are reached. Calculate your firm's sustainable growth rate and stick to it. Incremental growth creates loyalty. Work to establish a loyal following at a reasonable pace.
5. Create an identifiable brand and stick to it. No matter the platform, your firm or organization's message should remain consistent. A client viewing your product or service online or in print should easily be able to identify it. The color, font and logo associated with your brand should remain consistent both online and offline. Use sites like LinkedIn and About.com to expand your body of work and online presence. Adaptability is crucial; however, changing your product or service too frequently or too drastically will cause stakeholders and potential interested parties to question your credibility.
6. Don't be afraid to ask for help. A Nigerian proverb says that "A single tree cannot make a forest." Similarly, a single body of intellect does not run a business. No matter how talented you may be, you're likely not the smartest person in the [figurative] room. There are other people with areas of expertise that will be useful. Don't be afraid to share your ideas or consider a partnership to expand your portfolio of knowledge.
7. Use social media--with caution. While social media is a wonderful way to remain connected, remember that not all platforms are created equal. Twitter, Facebook and Instagram are not equivalent forums for all business needs. Some messages are best served with Twitter, while 140 characters is just not enough for certain industries or entities. Determine the platform that allows you to reach your target audience the best and that which allows them to provide valuable feedback. Creating an online presence of active listening--and responding--will allow you to maximize your successes and limit your failures.
8. Know when to say when. Every proposal or idea is not going to work. Failure may not be an option, but sometimes it is the solution. Do you know that some venture capitalists will not invest until a product has failed THREE times? This promises that their resources will be utilized wisely. By the third failure, most preventable--and costly--kinks have been identified and resolved.
Small business owners encounter streams of peaks and valleys and gains and losses. While there is no single plan that guarantees success or predicates failure, these eight tips are general guidelines to help you get started and establish a solid foundation for your personal and professional brands.
1. Create a business plan. The often clichéd saying goes "A failure to plan is a plan to fail." Expenses and budgets are not exact sciences but planning to allocate resources certainly does provide a running start. The U.S. Small Business Administration advises that a well-written business plan should project 3-5 years in the future, including revenue projections. A business plan lets potential investors and partners know that you are serious and credible, while helping them gauge your potential for success.
2. Identify your target audience and know their wants and needs. It is important when creating a business plan to identify the demographic that you're trying to reach. Whether creating this yourself or hiring a firm to do this, business owners, managers and representatives should be well-aware of their target market. Determining your target market will also allow you to focus your sales and marketing activity on those individuals most likely to purchase your product or service.
3. Determine what your competitive advantage is---and use it competitively. What makes your product or service different? Why should a consumer choose your product or service over others with similar options? Regardless of how innovative or advantageous your product or service is, it's very likely that others have proposed it before---to the same market. Every business should feature a unique aspect that sets it apart from its competitors. Know what makes your firm's product or services unique and invest in that.
4. Don't rush to grow-up. Firms should make an effort to grow at a reasonable pace. Explosive growth in a small time period is impressive but it is not sustainable. Work to secure a loyal, satisfied client base, even if that rate of expansion is not initially exponential. Ironically, businesses that fail do so in the year that the highest sales are reached. Calculate your firm's sustainable growth rate and stick to it. Incremental growth creates loyalty. Work to establish a loyal following at a reasonable pace.
5. Create an identifiable brand and stick to it. No matter the platform, your firm or organization's message should remain consistent. A client viewing your product or service online or in print should easily be able to identify it. The color, font and logo associated with your brand should remain consistent both online and offline. Use sites like LinkedIn and About.com to expand your body of work and online presence. Adaptability is crucial; however, changing your product or service too frequently or too drastically will cause stakeholders and potential interested parties to question your credibility.
6. Don't be afraid to ask for help. A Nigerian proverb says that "A single tree cannot make a forest." Similarly, a single body of intellect does not run a business. No matter how talented you may be, you're likely not the smartest person in the [figurative] room. There are other people with areas of expertise that will be useful. Don't be afraid to share your ideas or consider a partnership to expand your portfolio of knowledge.
7. Use social media--with caution. While social media is a wonderful way to remain connected, remember that not all platforms are created equal. Twitter, Facebook and Instagram are not equivalent forums for all business needs. Some messages are best served with Twitter, while 140 characters is just not enough for certain industries or entities. Determine the platform that allows you to reach your target audience the best and that which allows them to provide valuable feedback. Creating an online presence of active listening--and responding--will allow you to maximize your successes and limit your failures.
8. Know when to say when. Every proposal or idea is not going to work. Failure may not be an option, but sometimes it is the solution. Do you know that some venture capitalists will not invest until a product has failed THREE times? This promises that their resources will be utilized wisely. By the third failure, most preventable--and costly--kinks have been identified and resolved.
Small business owners encounter streams of peaks and valleys and gains and losses. While there is no single plan that guarantees success or predicates failure, these eight tips are general guidelines to help you get started and establish a solid foundation for your personal and professional brands.
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