• Take a fresh look at your store, your product or your service and visualize it as a magazine.  If you were bookstore browsing, would you select “your magazine” from all of the others on the rack?
  
• When a consumer selects your particular store or product over your competitor, the selection criteria and rationale is similar to why one magazine is selected over another.
  
• Does your store or product fit these same selection criteria?
  

1. Front Cover: Attractive, colorful, bright and clean.  Does it stand out from the rest?  Is the name memorable?  Does the overall look of the cover want to make you go inside the publication?
2. Table of Contents: Can you find what you like?  Can you get a sense of the organization of the magazine?  Can you get an idea of what’s inside?
3. Letter from the Publisher: The owner introduces him/herself to you and welcomes you to the magazine with a little background and behind-the-scenes tidbits of the issue.  You feel comfortable knowing the publisher by name.
4. Letters to the Editor: You are invited to communicate openly with those who put the magazine together.  The magazine is interested in what you have to say and you are encouraged to send in your feedback.
5. Articles: Are the stories clear, concise and easy to read?  Are they easy to find?  Do they entertain you?  Are some stories controversial and create a buzz?  Are the stories within your specific spectrum of interests?
6. Overall Value: Was the magazine worth reading?  Did you get your money’s worth?  Why was it a good decision to purchase this magazine?  Does it have staying power and positive word of mouth? Will you subscribe?

2. The Next Big Thing? Differentiation by Storytelling

• The next big thing may just be getting back to the basics of treating your customers like royalty and giving them a reason to come back.
• Is it a wonder that with all the price and product advertising you see and hear, that consumers can’t distinguish one department store from another, or even one car dealership from another?
• The most effective way to differentiate your business from the crowd of competitors in your category is to manufacture a memory.  Customers remember stories better than prices.
• Let us help you develop your story – one that customers can remember you by and differentiate you from the others.  Putting all the technology aside, this just may be the biggest thing yet for your business.

3. Strategic Forecasting: Re-Positioning to Reflect a Changing Customer

• Nothing remains static in our world, and those companies that have not fine-tuned their products and services to meet the needs of the customer may face a shocking, short-term future.
• Are you offering everything you can to reflect your customers’ needs for extra convenience and value?  Can your product and service adapt to methods that will differentiate you from others, like “same-day delivery?”  Can you offer “three-hour service?”
• Can you look ahead and project what’s “next” for your customers?  How do you take what you’re doing now and kick it up a notch?
• Strategic Forecasting – playing to win for the future is a necessary element in business planning

The 60-Second Close: Breaking Out of a Tie and Busting Loose

• It’s a given that just to open your doors every day, you have to excel at the basics of doing business.  This means that the performance level of each company, over a period of time, may be the same or vary by a miniscule amount.
• When all similar companies are on the same level playing field, the customer has no choice but to make purchase selections based on deep discounting, which hurts your margins.
• When you can differentiate yourself and offer something new or better, customers are willing to overlook price, and choose your product or service over your competition.  Differentiation is the almighty tiebreaker.
• If you need help breaking the tie and busting loose from the pack, then call us.

Post from: CJRW News

60 Second Impact – October 2009

• We’ve all been through a lot since the beginning of the year.  Nothing but bad news.  Some companies have had to go through the exercises of refinancing, re-grouping, re-thinking and even re-innovating.  For many, it was the first real “recession and depression” experience they’ve lived through.

• Here are three “take-aways” from this experience, which have hopefully made your business better than it was before:

1. Creativity as a Necessity: Changes in the economy have forced businesses to be creative about how they increase their sales, and in many cases they have focused their efforts toward their current customers.  For many companies, it was “back-to-basics” with an emphasis on the “mom and pop” customer service of the old days.
2. Differentiation as a Necessity: Businesses understood that in order to be memorable in the customers’ minds they had to be famous or known for something.  It became better to focus on a specific strength rather than try to be everything to everyone.
3. Customer Conversations as a Necessity: As social media exploded onto the landscape, replacing the one-way communication of traditional media, businesses realized what customers were saying about them could dramatically influence their success or failure.

2. The New Yellow Pages: Why Your Business Should Be On Yelp

• According to the Yelp Business Owner’s Guide, (http://www.yelp.com/business), over 25 million people visited Yelp to read reviews of local business in August of 2009. Yelp can direct people making targeted searches to your business.

• For businesses that treat their customers right, this is a great tool to quickly create positive buzz.  Owners can access “Yelp for Business Owners” to communicate with customers (think: responding to negative reviews), announce special offers, and get e-mail alerts for new reviews.

• Your business customers are increasingly turning from print to online business listings (http://www.marketwire.com/press-release/Yellow-Pages-Association-825649.html).  Shouldn’t you be reaching out to their communities online and engaging them there?  Yelp reviews are available on iPhone, Blackberry and Web capable phones.  Yelp also makes their database of business listings and reviews available for other services to enhance their content.

3. What Is Augmented Reality?

• Augmented reality supplements a location or object by overlaying data onto 3-D environments.  As Web capable mobile phones become equipped with cameras and GPS systems, users will be able to aim their phone around and see information about businesses and other locations overlaid onto the video on their screens.

• Google Android phones have already seen the release of augmented reality software and Yelp’s iPhone app was the first to implement it on the iTunes App Store (http://mashable.com/2009/08/27/yelp-augmented-reality/).

• In an interview with CNN, Blair MacIntyre, an associate professor at the Georgia Institute of Technology, said he imagines a future where augmented reality will move from mobile phones to futuristic sunglasses (http://www.cnn.com/2009/TECH/08/05/augmented.reality.phone.apps/index.html).

4. The 60-Second Close: Ready For The Rebound

• This month starts the symbolic 2009 home stretch.  Will there be a rebound between now and the holidays?  We’re going to be optimistic with a resounding “yes!”  Our agency’s clients will experience a rebound because we’ve kept them in top shape throughout the summer months.
• Is your business ready for the home stretch rebound?  If not, then call us.  We can get you there … faster than ever.

Post from: CJRW News

60 Second Impact – September 2009

Post from: CJRW News

Account Executive / Hispanic Marketing Specialist

1. Is Your Marketing Strategy Culturally Relevant

• According to the 2009 “Social Technographics Profile” published by Forrester Research, over 80% of U.S. online adults are engaged in some form of social media. Over three years, that number has jumped an astounding 59%. If your marketing strategy has not evolved to meet this cultural change, you may be falling behind your competition.

2. The Right Questions To Ask

• Participating in social media just for the sake of participating is a waste of your time and money. Strategy is key for success in social media. There are four attributes that your brand must value in order to be successful in marketing via social media. Before you begin, ask yourself “Can we do the following with our brand?”
  • Be Honest – Learn everything that you can about the reputation of your business and brand. You brand is not defined by what you say; it is defined by what your customers say about you. Customers are not a target audience – they are now participants in your marketing. Speak with a voice that is consistent with your brand, and let your personality flow through.
  • Be Relevant  – Treat people with respect. Social media is not for public relations, it is for personal relations. Consumers now choose the marketing to which they want to be exposed. Do not try to force your message into a conversation where it does not fit. Look for opportunities and join the conversation when opportunities naturally arise.
  • Be Amazing – Create amazing goods and services. If your are not special, you will be invisible on the social Web. Have a voice people value, and give people a reason to want to know what you have to say.
  • Be Generous – Focus on the needs of your customers and the community that surrounds your brand. Share insight, information and benefits.

3. The 60-Second Close: How To Harness The Power Of The People

• Marketing your company isn’t just about advertising with traditional media or on Web sites.  Marketing your company starts with your people.  They are the best ambassadors of corporate goodwill.  But they can make or break your company in a flash.  We can help you identify the weak links that can lead to embarrassing situations.

• The power is in the hands of the people – your customers.  We can show you how to harness that power to your advantage and increase your sales and profits.  Ready to start?  Call us.  We can get you there … faster than ever.

Post from: CJRW News

60 Second Impact – August 2009

• You have to pinch yourself to believe it – the year that started in severe economic turmoil is now half over.  Now it’s time to ask the most important business question of the year: “What do you have to do the rest of this year to reach your profit goals?”

• If you don’t have profit goals, your company has nothing to strive for and is just driving aimlessly.  Establish your profit goals now and make the appropriate plans to achieve them.

2. On The Road And Online…The New Advertising Landscape

• Did you know that the number of consumers who seek local information on a mobile device grew 51% from March 2008 to March 2009?  The point at which these consumers are searching is the point of transaction.  If you understand the marketing funnel, then you know this is your most valuable prospect.

• What social marketing was to 2007, mobile marketing is to 2009.  The wave of adoption has matured and is ready to crest.  With that in mind, we suggest your business take these strategic steps:
  • Audit your Web site to ensure that it is “mobile friendly.”  Roughly 50% of mobile users abandon a site because it is too difficult to find what they are looking for.
  • Add mobile advertising to your marketing strategy so that you can capitalize on this thirst for local and mobile information.

3. The 60-Second Close: Mobilizing To Stay Ahead Of The Curve

• As an advertising agency, it’s our job to keep you well ahead of the curve and prepare you for what’s next.  We urge you to consider mobile users as a potential customer base that is growing rapidly.

• Consequently, now is the time to start “mobilizing” your Web site – developing a version of your current site that’s smartphone friendly.  Not sure where to start? We can help you get there … faster than ever.

Post from: CJRW News

60 Second Impact – July 2009

Andy Moreau Senior VP – Corporate and Public Affairs

LITTLE ROCK (June 25, 2009) – Cranford Johnson Robinson Woods, one of the Mid-South’s largest full-service communications firms, is expanding its corporate and public affairs division, becoming the largest Arkansas agency in the region to offer a comprehensive range of corporate communications, public relations and public policy services to its clients.

The agency announced today that Andrew Moreau, former vice president of corporate communications for Alltel Corp., has joined the firm as senior vice president – corporate and public affairs.

“Andy brings in-depth corporate experience to our public relations and public policy teams, allowing CJRW to give our clients a greater range of services to meet their needs,” said CEO David Martin.  “We have an experienced team that has done a wonderful job, and Andy’s background with a Forbes 500 company brings additional expertise and knowledge to our staff.”

At CJRW, Moreau will lead the public relations, public policy and corporate communications teams.  As previously announced, Jordan Johnson and Denver Peacock will continue to lead their respective departments.  Johnson will remain as Vice President, Director of Public Policy and Peacock as Vice President, Director of Public Relations.

“This is a tremendous opportunity to join one of the region’s premier agencies,” Moreau said. “CJRW has a top-notch staff with extraordinary expertise, and I am looking forward to blending our talents to enhance services for our clients.”

Moreau was with Alltel for a decade, acting as the company’s chief spokesman and supervised internal and external communications for the wireless carrier.  He also has an extensive background in business journalism, including serving as a business reporter and business editor at the Arkansas Democrat-Gazette.

Post from: CJRW News

CJRW Enhances Corporate, PR, Public Policy Services

• As companies transition from this tough economy to the stability of business basics, it’s time to re-think and re-innovate your marketing.

• Whether you’re in the business-to-business or business-to-consumer sectors, “personal connection-oriented marketing” still works. Although it’s a throwback to the old days of “Mom and Pop” marketing, it has made Nordstrom a success – even in this economy.

• Make sure you add “human touch-points” to your sales-building plan. These include a genuine smile and honest conversation, a thank-you note and a post-sale phone call.

• Make “personal connection-oriented marketing” your competitive edge. Very few companies are taking this approach, believing that shaking a hand and having a conversation takes too much time and is simply old-fashioned.

• How effective is the personal connection? After all these years, through good times and tough times, this strategy still works for Nordstrom and no matter what business sector you’re in, it will work for you.

2. Want A Better Ranking On Google?  Here’s How A Blog Can Help

• Having a difficult time securing a strong ranking on Google for your prime search phrases? Getting your company’s Web site into the top range of the search results is a difficult and daunting task, especially if having a strong Internet presence is a critical part of your marketing plan.

• The best solution to this problem is a company blog. A blog can enhance your search engine rankings simply because Google looks at blogs differently than it looks at Web sites. Google views blogs as being extremely relevant in terms of the content.

• In addition, Google likes frequent copy changes. A blog with frequent postings gets spidered more often than a static Web site. Ultimately, the more frequently you blog and the more relevant your posts are to your company’s expertise, the more often Google will visit your blog and believe that it is important enough for users to see it, thus giving it a much stronger consideration for a higher placement in the search results.

3. Surprise!  Advertising Is Not Dead

• Contrary to what the pundits have been spouting for the past decade, advertising is not dead. In fact, it is more alive and popular than ever.

• While there have been changes and course corrections in some of the more traditional media, the popularity of advertising is evident on countless new mediums. Witness advertising on the different transit systems, billboards, escalators, grocery carts, gasoline pumps, T-shirts, pizza boxes, grocery receipts, bus shelters, park benches, buildings, movie theaters, airline boarding passes, washrooms, baseball stadiums and, of course, everything related to the Internet.

• So, is advertising dead? Certainly not. It’s just that the venues to reach different targeted groups – your customers – have changed and multiplied.

4. The 60-Second Close: When Did Marketing A Business Get So Complex?

• There’s no doubt that your “daddy’s same old marketing plan” won’t grow today’s business. The Internet and an influx of new and non-traditional mediums have made life a little more complex and much more interesting.

• Need help separating it all out? Need help determining what will work best to reach your target customer? Let us know. We can help you get there … faster than ever.

Post from: CJRW News

60 Second Impact – May 2009

“Marc Smirnoff and I are excited about partnering with CJRW to help us expand The Oxford American brand,” said Sabin.  Smirnoff is the editor and founder of the 17-year old magazine.  “CJRW is the industry leader and they have the depth of staff and in-house resources to help us continue our expansion plans throughout the South and with key markets in the U.S.”

CJRW will assist The OA in executing a fully integrated brand communications program to further position The OA as the leader in featuring the very best in Southern writing while documenting the complexity and vitality of the American South.  The marketing program will extend the brand through digital and new media applications, and will include a redesign of The OA Web site, along with The OA partnership events throughout the South.

In making the announcement, David Martin, CEO of the 47-year old agency, said he looks forward to supporting The OA in all of their branding and marketing initiatives.  “It’s extremely exciting to be able to work on such an outstanding brand.  The Oxford American not only represents great Southern writing, it also represents the best of Southern culture.  We have every confidence our efforts will significantly enhance their overall business objectives.”

About The Oxford American
The Oxford American magazine is published by The Oxford American Literary Project, a 501(c)(3) non-profit charitable organization dedicated to promoting literacy and exploring Southern culture through creative endeavor.  Billed as “The Southern Magazine of Good Writing,” and “The New Yorker of the South,” The Oxford American has won two National Magazine Awards and other high honors since it began publication in 1992.  Its pages have featured original work by William Faulkner, Eudora Welty, Walker Percy, James Agee, John Grisham, John Updike, Roy Blount, Susan Sontag, Steve Martin, Charles Portis, William F. Buckley, Carson McCullers, William Eggleston, Zora Neale Hurston, and many other distinguished authors and artists, while also discovering and launching the most promising writers in the region.  The New York Times recently stated that The Oxford American “may be the liveliest literary magazine in America.”
More information at: OxfordAmerican.org

Post from: CJRW News

The Oxford American To Partner With CJRW

“I am humbled at the opportunity of joining the agency,” said Wilbourn,
former senior vice president of corporate communications with Alltel, “and
contributing to the firm’s expertise in marketing, corporate communications
and public affairs to the variety of clients that CJRW serves.”

Wilbourn began his tenure at Alltel in 1971, when he joined Alltel’s
predecessor, Allied Telephone Company, in outside plant engineering and
construction. He later became the company’s first vice president of public
affairs, followed by a move to Alltel’s wireless operations during its
formation as vice president of marketing. He began his most recent role at
Alltel as senior vice president of corporate communications in 1996.
He is the current chairman of the Arkansas State Chamber of Commerce and
former chairman of the Little Rock Regional Chamber of Commerce. He has a
degree in history and philosophy from Hendrix College in Conway, with
graduate work at the University of Arkansas. He also currently serves on
the Hendrix College Board of Trustees.

In welcoming Wilbourn to the agency, David Martin, said, “Randy is absolutely
one of the premier communications executives in the nation today, and we are
pleased to have him as a part of our team. CJRW has been aggressive in our
efforts to meet the changing communications market with products and services
that meet the needs of our
clients.

“We are excited that Randy will join our team and help our clients better
access the full complement of general and specialty practices inside CJRW.
Randy has a proven track record in sales and marketing, and we look forward
to the contributions he will make on behalf of our agency and our clients.”

Post from: CJRW News

Former Alltel Executive Joins CJRW

• No matter what business sector you’re in – business-to-business or business-to-consumer – it’s hard to escape the news – and hype – about social media. Is it the next marketing gold rush? No, it’s just another element that may or may not fit into your sales-building marketing plan.
• Social media is simply defined as being social with people by utilizing online tools or sites that allow interaction. The interaction may be through conversations, photos or videos. You can also interact with others through blogs, polls, forums, ratings and reviews, testimonials, discussion boards and online events.
• There’s a good chance you’ve already participated in social media in one form or another. There’s also a chance that your company, your service or your product has already been talked about in various forums.
• It’s important to understand that social media is not an advertising campaign but rather a series of conversations with people who have the same interests as you or may be interested in what you have to say. They may even be your potential customers.

2. Social Media is Not Just about Facebook, Twitter or LinkedIn

• Although Facebook, Twitter and LinkedIn are the social media platforms you hear about the most, there are countless other channels available to you based on specialized interests and specific industries. Consider them the specialized “cable channels” of social media.
• One of the important elements of social media is finding a group that is made up of your potential customers or those who have the same interests as you. In his book, “Social Media Is A Cocktail Party,” Jim Tobin uses the analogy that social media is like a cocktail party but cautions you that “not every cocktail party is a must-attend.” Once you decide which parties to attend, you then want to get comfortable at the party and be social. And with that, you’re now on your way to “doing” social media.

3. Five Reasons Why Participation in Social Media May be Right for You

1. Your competitors may already be participating in social media through blogs LinkedIn, Twitter or Facebook. Each tool has its own “search” function, so you can find this information immediately.
2. Your vendors and manufacturers may be using it. If so, you want to be there as well.
3. Your customers are participating. Each one is a publisher, writing blogs and reviews and participating in discussion groups.
4. Participation in groups can increase interest in your company’s service or product and lead to more Web site traffic.
5. Social media puts a human face on what could otherwise be an impersonal company.

4. The 60-Second Close: Ready To Join The Social Media Party?

• We could have easily written many more pages on social media, but we wanted to give you an “appetizer” on what it’s really all about. Now that you know, are you ready to get your feet wet? There’s a lot to consider before jumping in, such as a discussion on your objectives, your commitment and your content.
• Is social media right for you? Should it be part of your marketing plan? Are you ready to start a blog or a video of your product? Let us know. We can help you get there … faster than ever.

Post from: CJRW News

60 Second Impact – April 2009