Learn How to Make Your Brand Shine Brighter ... Every Day!

Rebuilding Brands In Times of Crisis

2011-08-25T09:07:00.009-07:00

Crisis comes in many forms ... including natural and man-made disasters, economic challenges, social inpropriety or scandal. Companies, communities and even countries of every size are challenged by crisis. How to react? When to respond? What to say (or not to say)? And to Whom?

Disasters that affect regions can be particularly challenging, whether we're talking wildfires, hurricanes or oil spills. Mother Nature or man-made, it doesn't matter. So many voices. So many interests. Getting everyone on the same page is critical.

The common denominator to disaster of any kind is damage -- not only to property or landscapes or infrastructure, but to brands and reputations and the regional economy. The impact on businesses, key industries, tourism and future economic development often continues, long after the physical clean up has taken place.

Last summer, I travelled to the Gulf Coast with the IEDC (International Economic Development Council), as part of a national incident response team. The group, which included economic development subject matter experts and representatives from the SBA, USDA, HUD, Homeland Security and the White House, was charged with assessing the damage to the regional economy and with suggesting strategies to help bring it back. Big damage had been done to the Gulf Coast tourism, seafood and economic development brands, even as the region was still rebuilding from 2005's Hurricane Katrina. What was clear from the start is that Katrina may be in the past, but it was not (and is not) history. Post-crisis perceptions continued.

Last month, I offered advice in crisis outreach and branding to businesses that had been impacted by the Wallow Fire -- the largest wildfire in Arizona history. The month-long fire left people across the country thinking that the White Mountains had been destroyed and that the forests and lakes were all closed. Tourism was threatened. Small businesses worried about survival. The mountain was -- and is -- alive and well. It was perceptions that needed to be changed.

You can listen to me talk with radio host Barbara Bruce about strategies for marketing outreach after the Wallow Fire ... rebuilding tourism on the mountain ... and next steps for the Real AZ Corridor HERE. The interview includes strategies for using social media to get the word out in any situation -- fast.

Here's the Takeaway: Areas which suffer from recurrent wildfires, hurricanes or crises of any kind adapt by learning to deal with disaster, recover efficiently and manage internal and external expectations. Crisis can also lead to opportunity, as strange as that may seem. A crisis can be an opportunity to:

- Be more proactive in communicating;
- Polish up the brand;
- Create new industries around recovery or mitigation;
- Rebuild better, stronger communities; and
- Become a model for effectively dealing with disaster.

Disasters come in many forms and crisis can crop up anywhere. We specialize in helping regions, communities and companies assess real or potential damage, identify short-term AND long-term issues and work collaboratively to develop -- and implement -- strategies that repair, rebuild and sometimes even restructure brands that have been damaged by crisis or catastrophe. Even better: Having a plan in place so that you can react quickly when crisis occurs. Let us know if you'd like to talk about it. ... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Using Social Media After a Crisis

2011-08-03T06:23:00.006-07:00

Last week, Lori Martinek talked with Barbarba Bruce, host of The Cutting Edge, about marketing after a major wildfire, economic development and how business owners can use social media to build (positive!) visibility for their companies and communities. We have uploaded a recording of the July 31 edition of show to the Presentation Plus server. Listen HERE as Lori and Barbara talk about strategies for marketing outreach after the Wallow Fire (the largest wildfire in Arizona history) … rebuilding tourism in the White Mountains … and next steps for the Real AZ Corridor ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Dealing With Change ...

2011-07-14T16:49:00.005-07:00

They say there are only two certainties in life: death and taxes. We’d like to add another one: Change.

Change can come in a number of ways. Among them: When a large employer suddenly decides to leave town ... a valued employee announces that he or she is leaving for a new position ... a new competitor enters the marketplace ... changes in technology make your workflow outdated or put your company at a competitive disadvantage ... the political climate changes and ‘the way that things have always been done’ no longer holds true.

Change can and will come to you, your company, your community, your country and to the world as we know it. You can count on it.

But how do you deal with it?

Dealing with change requires planning. Every company should have a business plan in place with contingencies for what should happen if and when conditions change and the current strategy falters. That’s just good Business 101.

Effectively dealing with change also requires each of us to consider potential dangers before they become real and to be ready -- and willing -- to react as necessary. That takes flexibility — and not just a readiness to react, but also a willingness to consider options which may appear to be outside of the expected norm.

As if there is such a thing ...

It takes vision and courage to effectively deal with change. Vision to consider all possible options; courage to do what’s necessary to follow through. Remember: Things can happen to you or you can make things happen. Change will come. Preparing for it will help you create the best possible outcome for your company.

We can help you think it through ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

What Strong Brands Have In Common

2011-06-23T12:15:00.005-07:00

Strong, successful brands have five things in common:

1) They are VERY clear on Who or What they are and What they have to offer. Their competitive Benefit is clear and compelling ...

2) They differentiate themselves from the competition. They stand out from the crowd, in a good way, and promise to do, deliver or otherwise provide a product or service better than anyone else can -- or will ...

3) They do this in a believable, a meaningful and a memorable way ...

4) They evolve to fulfill the changing needs of their Ideal Customers (who may also change over time). Experienced target marketers know that the target is always moving ....

5) They deliver on the promise -- and on the promised brand experience -- always.

These standards apply equally to people, place and product brands. Does your brand and its marketing make the grade? ... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Your Ideal Customer Is Waiting To Hear From You ...

2011-06-21T11:45:00.004-07:00

Every business needs to have a clear understanding of who their Ideal Customer is -- and a strategy for speaking to that target directly.

An Ideal Customer is a prospect who has a clear need or desire for your offering AND who has the incentive, the ability and the resources to act on that need or desire.

Think about that. An Ideal Customer doesn't just fit the 'profile', he or she also has the ability -- and the willingness -- to put their money where their mouth is, so to speak. They are active in the marketplace, searching for a solution and are a ready, able and willing buyer.

Be the solution that they are searching for.

Develop a message strategy that focuses on your core strengths and on the benefits that those strengths provide and you will attract prospective customers who place value on that offering: your Ideal Customer.

Your greatest potential for sales success lies with these prospects. KNOW who they are, what they want and need, and where they are looking for it.

Then go there.

... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Make Your Customers Your Best Salespeople!

2011-06-12T06:31:00.004-07:00

No one knows you, your brand and your company better than the people whom you work with, sell to and serve. These are the people who are living your brand experience ... every day.

We get hired for our project management skills as well as for our expertise in marketing, branding and publicity. There is always a lot of added value for our clients in knowing that the people whom they have chosen to work will get the work done on time ... on budget ... and to their complete satisfaction, without a lot of worry or micro-management on their part.

We like to think of ourselves as a 'high service, low maintenance' marketing firm that exceeds expectations and provides exceptional value. How's that for an elevator speech?

That's how we turn our clients into (highly) satisfied customers who become our cheerleaders ... our champions ... and our very best salespeople.

It's our clients -- and their continuing satisfaction -- which has always been the real key to our success. More than 90% of our new business comes from their additional projects and referrals. ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Hire the Best and Let Them Shine!

2011-05-31T06:20:00.004-07:00

I spend a lot of time with business owners talking with them about success: how to create it, how to keep it ... and how to build on it.

The importance of choosing the right people to work is a recurring theme in their success stories. 'If you are micromanaging the people you work with, then you need to take a closer look at the people you work with', said one. 'The quality of the people who we went to for advice played a large role in our success', offered another.

In other words, hire the best and them let them shine at what they're great at!

We get hired for our project management skills as well as for our expertise in marketing, branding and publicity. In this economy -- or, really, in any economy -- who can afford to hire a consultant who requires a lot of managing or oversight, or has a learning curve that's time-consuming and expensive? There is a lot of added value in knowing that the people whom you have chosen to work will already have the expertise that you need, and that they will get the work done on time ... on budget ... and without worry on your part.

The even bigger bonus comes when the quality of the work that they deliver also proves to be exceptional.

Strive to be exceptional in everything that you do. We can help. Visit our website to find out how you and your company, your community or your organization can Shine Brighter in the year ahead -- and always ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Don't Let Your Website Wear Harvest Gold ...

2011-01-31T07:16:00.006-07:00

This post was compiled using info from HubSpot and other sources. It's good advice for any website owner, at EVERY stage of the game:

Six Mistakes That Can Make Your Website
Look Like A Kitchen from the 70’s ...

1. Check Your Copyright Date - Nothing signals out-of-date faster than scrolling down a home page and seeing Copyright 2002, when it is 2011. The visitor instantly wonders what else is out of date. Instead, set a calendar reminder for yourself at the beginning of each year to go in and
update the copyright date.

2. Update Your Press Section - The news or press section of your website isn’t only used by members of the media. Potential customers visit press sections to get an understanding of a
company’s credibility. If you haven’t posted a news announcement in months or even a year, then your press page turns into a liability, rather than an asset. To fix this, do not include the date next to your news announcements. And make public relations an ongoing part of your outreach program.

3. Blog Consistently - Have a blog? Great. Haven’t blogged in six months? Not Great. It is important that you commit to creating content consistently. Understand that it is less about frequency and more about consistency. While publishing once or more a week is best, once a month is also great providing that you post every month at the same general time. This will set the right expectations with your subscribers and make your blog look credible to new visitors.

4. Avoid “New” - Using the word “new” especially as it refers to products, can be an invitation to having a dated website. The problem with saying that something is new, is that many business don’t take the time to remove the “new” once the product has been out on the market for an extended period of time. Instead, it is better to create a featured products sections that can include both new and important products or services.

5. Keep Contact Information Current - This might seem like a simple one, but it happens far too often. Having a phone number, fax number or even an address that is not current is a guaranteed way to lose prospects (and credibility). Whenever you perform an operations change, make sure to check to see if a website change needs to happen as well.

6. Incorporate Relevant Widgets For Dynamic Content - Every office has busy times and
slower times. If you are in a time where you can’t create as much content as you would like to, or don’t have a new program or event announcement looming, you can still show that your website is a “living-and-breathing” part of your operation. One way to do this is by using widgets to provide fresh content automatically for website visitors. This could be a Facebook widget that shows the most recent comments on your business page or maybe it is a Twitter widget that shows the most recent messages from industry experts. This content can really be anything as long as it is valuable to your clients and prospects. Credibility and timeliness are directly linked on the Web. As a marketer, you are responsible for keeping your website content up-to-date, not letting it appear as a remnant from the past. ... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Invest in Your Future

2010-11-19T05:50:00.005-07:00

Branding is an investment -- in the future of your company and its products ... your region and its communities ... and in your organization and yourself. Consider it carefully and bring in a fresh set of eyes and an objective perspective whenever you can. It can be difficult to guage our offering through the eyes of others.

Place branding represents an investment in the long-term vitality and economic health of your region -- and every company that calls it home, both now and in the future. Branding for economic development typically targets a different audience than a tourism strategy, but the fundamentals must be the same: Focus on what makes your region Competitive in the eyes of your best targets. What does your region have to offer that is unique, compelling, competitive and better positioned to fulfill the needs or wants of prospects better than any other community or region?

A 'me-too' community never makes it to the top of the short list. A region with a catchy slogan that has no strategy behind it will never be a standout. Be a standout: Be Visible and Get Found. How? By focusing on what your best targets Want and Need, instead of what you have to sell! ... Think about what that really means .... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Don't Confuse the Brandwagon with the Bandwagon

2010-11-03T09:16:00.004-07:00

In marketing, we often work to create a 'bandwagon effect'. It's where we get thought leaders and trendsetters to embrace and endorse a product, a concept or a candidate ... in order to encourage others to 'jump on the bandwagon' and do the same.

Branding does not work the same way. Strong, successful brands create and claim a position in a prospect's mind by making a competitive, unique promise. 'Me too' or 'more of the same' will not work in branding. Saying ... or even implying ... that you are 'just like the leading brand' does nothing but encourage people to go with the top brand. The more you try to be like others, the farther you'll blend into the crowd.

Always choose to be a standout.

Get off the 'brandwagon' and give prospects a clear, confident, compelling and yes ... unique ... reason to CHOOSE your brand. Tell them WHY your brand will fulfill an important need or want that THEY have, and how it will do it better than anyone ... anything ... or any other place can.

Be a brand leader, not a follower. Always.
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We are branding experts, strategists and visibility builders who work with our clients to identify and act on opportunities to target, communicate and sell. We ask the questions that need to be asked ... and provide insightful answers that will help you move your company forward ... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Why It Matters What People You May Never Meet Think About You

2010-10-20T12:12:00.003-07:00

It's the new reality: More people will meet you or visit your community for the first time online than in person these days. That all-important first impression that you're about to make? You probably won't be there to make it in person.

Google (or Bing or whatever search engine or social networking tool that you or they prefer to use) is no longer just a search engine, it is also a reputation manager. Potential customers, employers, workers, residents, partners and even potential dating prospects are using online tools to find ... learn ... compare ... and form opinions BEFORE they contact, meet or visit the subject (You!) in person. Make sure that you like what they see -- and learn -- when they find you or your community online. Your online impression must be positive and strong. Second chances are very, very rare these days ....

Google yourself. Or Bing yourself. Regularly. (That sounds so wrong somehow ...) Look at the results objectively, through someone else's eyes. It's what they think that really matters.

Remember: A brand is a set of expectations, perceptions and experiences that OTHER PEOPLE have and hold about you and what it would be like to do business with you ... or bring their company to your community ... or move their family to your town ... or, well you get the message ....

Make sure that they get the message too, and that it's a positive, proactive one. ... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Real AZ Corridor Wins Governor's Excellence Award

2010-10-17T08:59:00.005-07:00

We are honored and excited to be able to announce that our branding and regional website development project for the Real AZ Corridor (http://realazcorridor.com ) was chosen as the winner of the 2010 Governor's Excellence Award for Innovative Economic Development in Arizona. We don't set out to win awards when we begin a project, but they certainly help to create visibility and further momentum -- and we are very honored to have received this recognition.

Our clients are typically amongst the most excited people on earth and there's a very good reason for that. We love what we do and we bring passion, enthusiasm and commitment to our work. According to a widely-circulated leadership study, only 17% of the working population in the U.S. gets to wake up each morning and work at something which truly capitalizes on their strengths. That's fewer than two in every ten people! I feel very fortunate to be able to count myself amongst those who love what they do ... and to have clients who also have great enthusiasm for their companies, their communities and their futures.

The best way to build a strong brand? Focus on your strengths and find a way to position what you have to offer so that it provides a compelling, competitive benefit to the people with whom you really want to work. .... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Make Your Customers Your Best Cheerleaders!

2010-09-12T06:45:00.004-07:00

We've just completed our contract with the Real AZ Development Council, which included the development of a detailed branding strategy and the design and construction of a gateway regional website at http://www.realazcorridor.com/

The Real AZ Development Council is a collaborative regional economic development effort which promotes the Real AZ Corridor, a nearly 100-mile wide region which includes the Navajo County communities of Holbrook, Pinetop-Lakeside, Show Low, Snowflake, Taylor and Winslow and the Apache County communities of Eagar, St. Johns and Springerville. It was formerly known as the White Mountain Regional Development Council.

We have already been asked to begin our next assignment for this rising regional development group: a full set of Community Landing Pages that will transition site selectors and other visitors from the gateway Real AZ Corridor site to each of the individual websites of the two counties and nine participating communities. We have also been retained by the towns of Taylor and Snowflake for a separate project.

Our satisfied clients have always been our best source of new business! .... Lori Martinek, Branding Expert & Author, http://pplusonline.com/

Looking to Start a Business?

2010-05-14T09:38:00.003-07:00

Be sure to check out the YOB (Your Own Business) Fair ... which will be held from 8 a.m to 5 p.m. on May 21 at Deer Valley Airpark. Organizations including the AZSBDC and the Maricopa SBDC ... ASBA ... Phoenix Chamber ... City of Phoenix ... Business Journal ... Wells Fargo and more have teamed up to provide information, resources ... and the assistance you need to make starting -- or growing -- a business a fulfilling reality. Top notch advice and resources and ... it's all free! Learn more at http://yobfair.com ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Learning Entrepreneurship

2010-05-10T15:31:00.004-07:00

Empretec is an international entrepreneurial capacitybuilding program that is working to EXPAND the supply of entrepreneurs in the world. It regards entrepreneurship as a set of behaviors and practices that can be observed and acquired (versus personality characteristics or inherited traits).

The project identified 21 Personal Entrepreneurial Competencies (PECS) that are consistently found in successful entrepreneurs. The top ten:

Opportunity Seeking and Initiative;
Risk Taking;
Demand for Efficiency and Quality;
Persistence;
Commitment to the Work Contract;
Information Seeking;
Goal Setting;
Systematic Planning and Monitoring;
Persuasion and Networking; and
Independence and Self-Confidence.

Read more about the program at BDC (Business Development Center of Jordan) online: http://www.bdc.org.jo/ or http://www.empretecjordan.org/

Entrepreneurship is an important -- and too often secondary --- economic development strategy. Programs like Empretec help us create Employers, not just Employees. There's a big difference ... especially when it comes to building communities. Lori Martinek, Presentation Plus, http://pplusonline.com

Place Branding Basics

2010-05-05T15:58:00.005-07:00

A place brand positions your community, county or region in a positive (and meaningful) way which sets it apart from the competition. Place brands are an important element of tourism and economic development marketing.

There are two key elements to developing and promoting a successful place brand: 1) Viability and 2) Visibility. Viability requires that the brand be based in reality: It must reflect what a commuinity IS and has to offer TODAY ... and not what it wants to become tomorrow. Visibility means exactly that: your place brand must Be Visible to Get Found. Promote it and purposely put it in front of your highest potential prospects. Always.

As with any brand, the actual experience must deliver on the promise. Social networking, blogs, reviews (Yelp!) and the real-time flow of information online (think Twitter) practically guarantee that you won't get away with false promises for very long.

Start with an Asset Inventory and a SWOT (strengths, weaknesses, opportunities and threats) analysis to ensure that your place brand is strength-based and founded in reality. Look beyond the obvious for opportunities to shine. It's the best way to set your region apart from the competition ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Check out my @constantcontact newsletter archive

2010-03-27T11:29:00.000-07:00

http://archive.constantcontact.com/fs033/1101402843443/archive/1103238422935.html

Make Your Message Strong!

2010-02-26T05:53:00.005-07:00

Focus on competitive consumer benefits to make your message strong. Look at your SWOT. Consider the strengths that you have to work with and ID your target markets. Who are the Ideal Prospects for your offering? They should be people who have a need or desire that is well-matched with your offering. Then ... carefully ... make sure that you can answer these questions BEFORE your proceed further:

WHO are these prospects?

WHAT is important to them?

HOW do they get information to make buying decisions?

WHICH types of media or other information sources do they use and, therefore:

WHERE will you be able to find them and speak to them?

Then also ask: WHY is your offering the best one to fulfill their needs? And WHY is it more competitive than what your competitors are offering? ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Make Your Message Compelling AND Competitive!

2010-02-19T06:37:00.004-07:00

Stop selling what you have and start selling what they want!

People buy benefits, not attributes ... always. They buy the promise of a need or a want fulfilled; the anticipation of a wish come true. Sometimes that promise represents a tangible problem solved. Other times (often), it's an intangible, but equally important desire for status, convenience, belonging or something similarly wishful.

Every branding strategy should start with a SWOT ... an assessment of your offering's Strengths, Weaknesses, Opportunities and Threats (MBA's love these, as do formally trained marketing folks). Strengths identity potential benefits; Opportunitites identity potential needs. Opportunities in the marketplace that potentially match your offering's Strengths have promise as competitive consumer benefits ... but not quite yet.

Check back for Part Deux ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Forget About Working on Your Weaknesses

2010-01-22T06:37:00.004-07:00

We grow and thrive by doing what excites us and by being passionate about everything that we do. Too often, however, we spend time and money trying to improve in some area where we may not be as strong as we (or the world) would like us to be.

Forget about working on your weaknesses and focus on building on your strengths!

Why spend time forcing yourself to improve on something that you don't like to do in the first place when you can spend time doing what you're good at ... even great at ... and becoming even better at it?

Focus on building a business ... and a life ... around what excites you and gets you to jump out of bed in the morning. It really is true what they say (and I'm here to prove it): If you build a business around what you love to do, you'll never work a day in your life .... Lori Martinek, Branding and Marketing Expert, http://pplusonline.com/

Be the MOST of Something!

2010-01-12T06:58:00.005-07:00

For many years, companies were satisfied with strategies that kept them safely in the Middle of the Road. That's where the customers were ... and that's what made them feel secure. These days, the middle of the road is the Road to Nowhere. You can't play by the same old rules in a crowded, competitive marketplace ... and in an economy that is challenging, at best.

You have to be a STANDOUT to be a SUCCESS.

In today's marketplace, you have to Be the Most of Something: the most efficient ... the most effective ... the most convenient ... whatever it may be.

Always strive to be the Most of Something.

Know what you're best at. What really turns you on. Or terrifies you. And then build a business ... a career ... and a life ... around it. We grow and thrive by doing what excites us and by being passionate about everything that we do. Always be your own life's work. .... Lori Martinek, Branding Expert & Author, http://pplusonline.com

What Matters Most ... In Business and in Life

2010-01-02T12:26:00.003-07:00

Get Seth Godin's new e-book free here. Read what the marketing and social media guru and his peers have to say about business, life and living ... and what will matter most ... in the new decade. ... Lori Martinek, Branding Expert & Author, http://pplusonline.com

Helping Store Sales Rise in Nashville ...

2009-12-07T06:38:00.004-07:00

Read the CNN Money article that describes how Lori Martinek helped a Nashville-based artisan bakery and restaurant plan for the future through better branding and marketing @ http://tinyurl.com/LORIonCNN.

Great Tips for Starting and Growing A Business

2009-12-03T05:30:00.004-07:00

Lori Martinek and the MindingHerBiz core team will present a roundtable session on Successful Entrepreneurship from 2 p.m. to 3:30 p.m. on December 10 at Fresh Start Women’s Foundation in Phoenix. The free event is hosted by Fresh Start’s Entrerpreneur’s Circle. Experts and specialists in marketing, branding, law, human resources, business development, research and technology will present their best tips for getting a new business off to a strong start and field questions from the audience. Seating is limited.

MindingHerBiz works with new and aspiring female entrepreneurs to help them confront and move past the challenges of startup and growth. Learn more at http://mindingherbiz.com. Fresh Start helps women realize their full personal, professional and economic potential. More information is available at http://wehelpwomen.com. … Lori Martinek, Branding Expert & Author, http://bethebulb.com

The Language of Entrepreneurship

2009-11-03T16:14:00.004-07:00

As a mentor in Thunderbird Global School of Management's SEEDS program, I had the opportunity to work with a bright, energetic young woman from Jordan last week, Riham Najia. Riham travelled to Arizona in October with 19 other Jordanian entrepreneurs to learn business building strategies at Thunderbird. They will continue to work with their mentors ... all successful U.S. business women .. over the next two years. Riham plans to start a career assessment and development business in Amman to help high school and college students ensure that their first choice is the right choice when it comes to their careers. Watch her talk about her vision (and her five year plan) on YouTube. .... Lori Martinek, Branding Expert, Author and Proud Mentor! http://www.pplusonline.com/