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Add You - Move Key Audiences to Actions You Want
You have to love the branding of the Gieko Insurance Company Gecko. Brilliant marketing and you have to laugh because it is so ridiculous and funny to listen to a Gecko with an Australian Accent no doubt tell you that you can save hundreds of dollars on your car insurance by switching to Gieko.If you think about the absurdity of it all, I mean here is a talking Gecko on your Television Set telling you that you can; Save Hundreds of Dollars on Your Insurance from the Reptilian Insurance Company. That is just too funny.Indeed and memorable too. In fact that is such a wonderful and creative advertising campaign that they keep running it month in and month ou
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The world sure is changing, and if you look at job employment you will see what I mean. Let's just go back to our grandparent's generation, even though I'm sure if we went back further we would see very different structures of work in the tribal periods of our history. Our grandparents usually found a skill, and then used that one skill to work for their whole career. An example is my grandfather who was a salesman for the same suit company for 44 years. There is nothing wrong with this. His job was secure; he knew there would be a superannuating fund when he retired, and that there would always be food on the table for his family. These days in the 21st century things
Try a blueprint like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
It seems worth the effort when you get results like fresh proposals for strategic alliances and joint ventures; prospects starting to do business with you; welcome bounces in show room visits; membership applications on the rise; customers starting to make repeat purchases; community leaders beginning to seek you out; capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.
But winners don’t pull it off by themselves. First, they find out who among their important outside audiences is behaving in ways that help or hinder the achievement of their objectives. Then they list them according to how severely their behaviors affect their organization.
Next they take steps to learn exactly how most members of their key outside audience think about their organization. And by the way, they make certain their entire PR team buys into the crucial importance of knowing for sure how their outside audiences perceive their operations, products or services. And they dig deep to ensure they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.
When it’s time to activate the PR blueprint, monitor and gather perceptions by questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?
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Volunteering your services can be an excellent way to form new business relationships and raise your business’s profile while lending a hand to a good cause. However, unless you take care, it can also become all-consuming, with little return (besides creating good karma).There is nothing wrong with good karma, or better yet, feeling good about lending a hand in the community. The whole point of volunteering should not solely be to expand your marketing. If it is, you won’t get very far (read reincarnated as a dung beetle). You should honestly be concerned about the project you chose to support. Doing your best for the project at hand must come befo
But winners don’t pull it off by themselves. First, they find out who among their important outside audiences is behaving in ways that help or hinder the achievement of their objectives. Then they list them according to how severely their behaviors affect their organization.
Next they take steps to learn exactly how most members of their key outside audience think about their organization. And by the way, they make certain their entire PR team buys into the crucial importance of knowing for sure how their outside audiences perceive their operations, products or services. And they dig deep to ensure they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.
When it’s time to activate the PR blueprint, monitor and gather perceptions by questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?
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Virtual Assistants are fast becoming a popular industry. It is through education that this field is beginning to truly grow. Hopefully someday soon people will be asking, “Who is your Virtual Assistant?” rather than “What is a Virtual Assistant?” Virtual Assistants are the key to allowing small business owners to truly create a thriving. Before deciding to work with a Virtual Assistant there are six questions that need to be answered.What is a Virtual Assistant?First and foremost, you must understand what the term means. Simply put, a Virtual Assistant is a business owner who offers administrative support, virtually. The International Virtual Assistant As
But winners don’t pull it off by themselves. First, they find out who among their important outside audiences is behaving in ways that help or hinder the achievement of their objectives. Then they list them according to how severely their behaviors affect their organization.
Next they take steps to learn exactly how most members of their key outside audience think about their organization. And by the way, they make certain their entire PR team buys into the crucial importance of knowing for sure how their outside audiences perceive their operations, products or services. And they dig deep to ensure they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.
When it’s time to activate the PR blueprint, monitor and gather perceptions by questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?
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So you've got your drawings and design, your permits in hand, a pile of money lined up, your Contractor(s) reviewed and selected, and a gleam in your eye. Well, hang on! The most important step is yet to come before one nail hits the job. Now you have to decide how well you are going to REALLY limit your risk...The first concept to get your head firmly wrapped around is this:If you didn't get it in writing, it NEVER HAPPENED. Period.This is so important, I can't stress the concept enough. I don't care if it's your brother's buddy or your Uncle John- a construction project where money changes hands in return for work is a
When it’s time to activate the PR blueprint, monitor and gather perceptions by questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?
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When was the last time you communicated with your customers?Communicating with your customers keeps your business top of mind with them. And, it doesn't have to cost you a thing! Communicating with your customers can be as simple as sending an email individually to each customer or as a newsletter sent to all your customers. And there's no stamps to buy or lick! But, whatever the form, be sure there is value in the communication - information about a new product or new uses of your current product or special limited time offers. Keeping in touch with your customers through email is a great, inexpensive way to keep your name in front of customers. Keepin
Not so incidentally, your PR folks are already in the perception and behavior business, so they can be of real use for this opinion monitoring project. Professional survey firms can be brought in to handle the opinion monitoring chore, but that can be a costly undertaking. But whether it’s your people or a survey firm who asks the questions, your objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions .
Here, ask yourself which of the above abberations is serious enough to become your corrective public relations goal? Clarify the misconception? Spike that rumor? Correct the false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?
Once you firmly set your public relations goal, you can assure you’ll achieve it by picking the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Especially important that your new strategy naturally compliments your new public relations goal.
How will your message deal with the offending perception when you address your key stakeholder audience to help persuade them to your way of thinking?
Identify your best writing talent to prepare the message because s/he must put together some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.
Now it’s time for rapid fire communications tactics to carry your message
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