As I sat glued to the TV screen watching the “flying tomato” Shaun White soar to another gold medal, I realized there are several MarCom “truths” that I learned from spending hours watching the world’s best athletes compete.

• Social Media Rules – As if we needed another reminder of how prevalent and relevant social media is, just look at all the Olympians that were Tweeting – several right before they performed. Many of the big stars like Lindsey Vonn, Shuan White, and Apolo Ohno use social media as a key strategic tool in their very successful, multi-million dollar marketing machines. Everybody is doing it and if your company isn’t, it will be left behind at the starting gate.
• It’s The Story That Sells – Oh sure, we all like to see the figure skaters do their thrilling triple toe loops and salchows (whatever those are) but after  all the competition is finished, what are you going to remember most? It’s the personal stories of the performers.  Just think of the Canadian skater who competed after her mother unexpectedly died two days before.  Millions of people around the world watched with lumps in their throats and tears in their eyes as she gutted-out an incredible performance. Are your products telling an interesting story or just one of the many also-ran performers.
• Ultimately – You’ve Got To Perform – Lindsey Vonn came into the Olympics as the “Golden Girl”, even before she won her gold medal. Even if she would not have won a medal, she would still make millions in endorsements and speaking engagements – for a while. Within a few months her shining star would quickly fade and she would eventually become another ex-Olympic skier. However, by winning the gold medal she not only ensured her place in history, she added millions of dollars in endorsements and speaking engagements. As professional marketers we can drive sales by strategically and creatively promoting all the wonderful features and benefits of a product. However, if the product isn’t as good as we said it was, it ultimately it will fade away or fail. Let’s not fool ourselves into thinking that superior marketing will keep an inferior product alive forever.
• Break Away From The Pack – Strategically – Watching Apolo Ohno break away from the pack at the very last moment to win a medal proves that you don’t have to do what everyone else is doing. If you watched the Olympics for any length of time, you undoubtedly saw several commercials from General Electric that very effectively promoted a variety of their products in a very personal, story-telling manner. They could have easily spent their ad dollars as many other Fortune 500 companies did by buying a couple commercials during the Super Bowl. Instead, they probably got a great deal from a traumatized NBC to run several ads many times during the 10 day Olympics and received a much greater ROI. Great strategy, smart thinking.

• Don’t Over Promise – It’s great to be confident and to build a multi million dollar campaign around a catchy theme, like the Canadian’s “Own The Podium”. However, with condolences to my Canadian friends, you’ve got to be able to deliver on your promises or you’ll look rather silly. The Canadian team did very well this year (especially in the gold medal standings) but they set the bar a little too high and bragged too much (sounds like the Americans, eh?). How often have you designed campaigns that over promise?

Since I’ve run out of sports cliches, the final lesson I’ve learned from the Olympics is that hard work, perseverance, and dedication will win the day. At H+A International, we follow those principles and have helped our clients win marketing “gold medals” for more than 25 years.

In today’s economy, where companies across all industry segments are operating with reduced staff and necessarily forced to do more with less, one of the easiest ways to gain economies of scale is to recycle the content your company creates. Following are just some of the ways you can get the more mileage out of your marketing communication messages.

1. For less than $200, a Flip video camera can help capture original content from a myriad of sources. Interviewing willing customers about their favorable experiences with your company’s products or events can not only lead to glowing testimonials for your company, but new insights to merits and advantages of your products or services that you may not be aware of yet.
2. Apply those favorable quotes to news releases your company distributes about new product launches or your events, and enjoy the added credibility they lend to news media beyond staple quotes from your company’s senior management.
3. Exceptionally strong quotes can also effectively be showcased throughout your marketing collateral and advertising materials. The first-hand experiences of happy customers speaks volumes – where sales messages alone can often fall short.
4. Did your video interviews reveal new insights you hadn’t considered about your company’s products, services or events? Why not blog about it, and invite reader comments to continue the information-sharing and content creation cycle?

Are you a marketer that’s found other creative ways to repurpose original content? Drop us a line – we’d love to hear about them!

I just returned from two very successful expositions last week that were held on opposite coasts for completely different audiences.  The 2010 AHR Expo (world’s largest heating and air conditioning event) was held January 25-27 in Orlando, Florida and attracted more than 45,000 HVAC professionals.  At the same time, the CHA Craft & Hobby Trade Show (largest craft & hobby show in North America) was held in Anaheim, California and attracted close to 10,000 crafting professionals.

Although the participants and products on display couldn’t be more different, the events shared one thing in common – they attracted more attendees and exhibitors then they had anticipated.  Given the current economy, both the show organizers and the exhibitors expected attendance to be significantly down from previous years. They also expected fewer “power” buyers from around the country and the world due to many companies’ restrictive travel policies.

Fortunately, these fears were unfounded as thousands of qualified buyers from around the world filled the aisles and booths at all three shows.  I believe there were four major factors for this better-than-expected turn out:

1. Pent-up demand for new products is building
2. Buyers were interested in the many  ”green”/sustainable products that were being shown
3. There is a sense that the economy is finally starting to improve.
4. Show management had the foresight to continue their marketing communication campaigns uninterrupted, while many other events cut back on marketing.

There was a definite sense of optimism throughout the show floors. And as we all know, an optimistic outlook is one of the first steps to an economic recovery. What are you seeing/hearing out there?

Not so…one can conclude from a recent study by the Pew Research Center’s Project for Excellence in Journalism. Deep cost containment in most media channels is resulting in less original ‘news’ reporting – instead much of the information presented is simply repeated or repackaged from previously published information.

This means more and more media outlets are getting their information from press releases, social media, and a variety of other sources.

At the same time, there is a dramatic increase in the number of online publications and opportunities, especially in the social media realm. In many B2B market segments, what used to be a handful of trade magazines has now multiplied to dozens of online media opportunities. But regardless of whether it is print publications moving more of their content online, or bloggers searching for news, there is a tremendous need for original content.

What a great opportunity this is for PR/MarCom professionals! We need to have a strategic PR plan in place that provides these new media outlets with a steady stream of valuable information – news releases, case studies, white papers, feature articles, survey results, etc. Ironically, social media now allows us to conduct surveys and search for news items online that we can then develop into our own news releases. What used to be a program consisting of a monthly news release has now expanded into weekly news releases to meet the needs of the 24/7 online media.

More then ever, content is still King and PR professionals generate the content.

Thankfully, a very difficult 2009 is finally behind us and we can now look forward to the new year with cautious optimism.  I agree with the economists who predict that business conditions will continue to improve throughout the year, depending on the markets you serve.

But regardless of the markets you serve, here are two new year resolutions/strategies that can help you turn things around in 2010.

1. Finally Implement a Social Media Program – Don’t carry the old excuses of 2009 into the new year – “We don’t have the budget or staff” or “We’re going to wait and see if it is a fad that will go away.” Social media is here to stay and your customers are online now talking about your company and your competitors.  You need to be part of that conversation.  You may have to switch money from other budgets to do it (either internally or with an outside agency), but it will be worth the investment.

If you are not sure how to get started, give me a call and I’ll walk you through it – 312.332.4650 ext. 22

2. Initiate A Strategic Public Relations Campaign – Now is the time to start generating valuable editorial coverage for your products, services and company. While it is true that there may be fewer magazines with less printed pages of editorial, there are now more online opportunities to tell your story to your target audiences.  You need to be in front of the decisions makers with these “third-person endorsements” from the media on a regular basis.  The two most credible sources of information your customers rely on are recommendations from trusted industry sources (the media) and recommendations from their industry peers.

Editorial coverage in trade publications (print and online) provides the media recommendations and a strategic social media program provides the recommendations from your peers.  The two go hand-in-hand and they both provide one of the best ROIs you will get from any of your MarCom dollars. If these two strategies are not currently in your MarCom budgets, it may be worth switching money from your advertising and/or direct mail budgets.

Best wishes for a prosperous new year.

Michael Hart, editor of Tradeshow Week, discussed this recently on his blog “Behind the Story.” He notes, “this is not the first or the last time exhibitors have had complaints about invoices from their service contractors…nor is it the first or last time a show manager has tried or will try to patiently explain the concept of drayage to a first-time exhibitor. But it is the first time in a while that a city with all that Chicago has to offer the tradeshow industry has not been able to deal with the objections and has lost shows that would have translated into $100 million-plus of economic activity.” He goes on to explain the importance of these relocations for the entire industry, explaining “certainly it is bad news for Chicago… but it is also bad for other buildings and destinations that have similarly high costs (or at least costs that are difficult for exhibitors to understand).”

Adding to the story is Mayor Daley’s recent claim that it is not only the responsibility of the venues to try to cut costs to keep shows in Chicago – he says show management needs to make an effort to reduce expenses as well.

Having several clients in the trade show business, we’ve seen first-hand how the economy has taken a toll on the entire industry. Show managers are making efforts across the board to reduce costs while still putting on the highest quality Show possible. Shifting printed items to digital-only and putting certain programs on hold until more funds are available are just some of the examples of ways show organizers are working to curb their spending so they don’t have to exponentially mark up the cost of exhibiting or attending. It is difficult to imagine how else show managers will be able to cut costs and still provide the same level of quality to their various audiences.

However, it is difficult to argue that Chicago is not one of the greatest venues for a successful trade show (especially being Chicago residents ourselves). Great public transportation, two large airports, countless hotels, and first-class trade show sites make for an ideal venue. And certainly Chicago is not the only city that comes with a heftier price tag but also better amenities. So is the higher cost worth it?

What do you think? Is it the job of the show organizer to reduce costs in other areas in order to keep their show in a more expensive location? If you are a trade show regular, do you think it is worth it to spend more money on a Show that is in a top-tier venue?

Most marketing pros are painfully aware of the beating that trade shows have taken as a result of the recessionary economy over the last several months.  Even the strongest events have experienced declines in the number of exhibitors and attendees as many companies cut back on travel and trade show-related budgets.

And as a result of this decline, some naysayers are once again asserting the demise of trade shows and pointing to the Internet as the savior of all our meeting-related needs. Despite the fact that many of these naysayers are purveyors of online meeting technologies, I agree  that webinars, Webex, and other online tools can be very valuable meeting solutions.  However, they will never replace the need to feel and touch a product or experience firsthand how it can meet your specific needs.

Equally important, a trade show is the only place where you can visit with several suppliers in a few hours time and compare their products side-by-side.  It would cost buyers thousands of dollars and many hours to visit these various suppliers at their locations to see the equipment in operation.

We do several trade shows a year for both our corporate and trade show management clients and many companies constantly tell us trade shows are their best marketing tool for generating new business. While it is true that most companies nowadays have a major web presence and conduct meetings via the web, the smart ones don’t eliminate the best trade shows from their marketing mix when times get tough.

The Wall Street Journal and several other respected media have recently run articles about the importance of participating in trade shows during a recession. In fact, an article with the same title as this blog recently appeared in the November IAEE Executive Briefing.

Perhaps the best reason I have ever heard for participating in trades shows came from an attendee with a Fortune 500 company who told me “When I’m making a large purchase that has major implications for my company, I want to look my business partner in the eye when I shake their hand to close the deal.”  As we all know, you can’t shake hands in cyberspace.

While recently reading “A four-step process to energy control” by Jim Plourde and Carl Castellow, P.E., of Schneider Electric (Plant Services, Sept. 1) and in reviewing the latest winners of the 2010 AHR Expo® Innovation Awards, I once again realized that belief is strong as ever. But within the past two weeks, while attending a trade show I got drawn into a discussion with a trade publication editor about HVAC/R technology.

The 2010 AHR Expo Innovation Awards call attention to innovative new technology and encourages manufacturers to pursue creative and practical solutions.

The discussion essentially revolved around what the value of technology is today in a field where many business models are based on old philosophies and the natural reluctance to commit to capital purchases for something so new that a facility would be the first to use it.

My main point to the editor certainly wasn’t new. It was that building HVAC/R systems and equipment incorporating new technology is readily available, while the tools needed to improve HVAC/R system performance and reliability to reduce energy are mainstream too.

Yes, some of these proven technologies have been slow in making inroads and as a result companies looking for sustainable solutions are missing opportunities to improve operations and energy efficiency. So, the impetus to create innovative technology will be critical as we continue to improve our economy in 2010 and beyond.

Even President Obama seems to agree. He recently spoke at MIT about his challenge for the United States to become the leader of the clean energy economy. “The world is now engaged in a peaceful competition to determine the technologies that will power the 21st century,” he said. “From China to India, from Japan to Germany, nations everywhere are racing to develop new ways to produce and use energy. The nation that wins this competition will be that nation that leads the global economy. I am convinced of that. And I want America to be that nation.”

To embrace the many benefits and capabilities of new HVAC/R technologies and to be effective, they must be compatible with the users’ needs. Even the most technologically advanced system will not be of much value if it cannot be used effectively. When considering investing in new HVAC/R technology, start with a detailed examination, identify the HVAC/R needs and how those needs could be better addressed, then select the system most appropriate for that application. It should be the end goal to reduce energy costs by identifying systems and components that will provide the greatest impact.

Another important piece to embrace and consider with new technology is the need to be more knowledgeable on the latest industry best-practices. The next opportunity to find a one-stop shop with over 100 educational sessions, workshops and product presentations, many of them free to all attendees, will be at the 2010 AHR Expo, where I am sure you will find a seminar, or two, that will help you meet the challenges presented with new and innovative technology.

If you go to the AHR Expo in Orlando in January, don’t forget to go see the nine companies (see below) offering a variety of exciting, new and innovative products that were selected as winners of the prestigious AHR Expo Innovation Award. They’re taking us into 2010 and beyond.

The winners of a 2010 AHR Expo Innovation Award

• Building Automation: AIC Wireless, WBT900 Wireless Device
• Cooling: Delphi, Micro Channel Evaporator
• Green Building: Danfoss, Inc., Performer VSD
• Heating: Daikin AC (Americas), VRV® III – C Heat Pump System
• IAQ (Indoor Air Quality): Samsung Electronics, SPi Bacteria Eradication Technology
• Refrigeration: Muller Industries Australia Pty. Ltd., 3C Condenser
• Software: AEC Design Group, ArtrA O&M
• Tools: LA-CO Industries, Inc., Cool Gel-Heat Barrier Spray
• Ventilation: DuraSystems Barriers, DuraDuct HP Blast Duct System

s we approach Thanksgiving and H+A International’s 25th year in business, I wanted to take a moment to reflect on all the technology changes that have taken place over the last year that all MarCom professionals should be thankful for. Despite the terrible economy and the many challenges we’ve all endured this year, there have been some interesting MarCom advancements that will help all of us be better marketers in 2010 and beyond.

______________________

Here are the five business developments I am most thankful for:

• Social Media - Facebook, Linked In, Twitter, You Tube, blogs and a variety of other social networking platforms can help all of us be much more effective marketers.  We are helping our clients connect with their target audiences in ways they never thought possible a couple years ago.  Of course, social media has been around for a couple years but it seems 2009 is when many B2B companies started embracing it.

• Flip Cameras - Video is king in social media (just look at the viewing statistics on You Tube) and Flip Cameras and iPhones have opened a realm of new cost-effective opportunities for marketers.  For less than $200 to buy the camera, we have produced several videos for our clients featuring testimonials from their clients at trade shows.  We are also doing video blogs (vlogs) and producing some great online marketing tools.
  See Example

• Animated/Video E-mails - Just when we thought e-mails were becoming passé as an effective marketing tool, we discovered using animated gifs and video to create excitement and attract attention.  Check out some of the animated e-mails we have produced for our clients and ourselves, and see other blog posts below or visit FeedBurner.

• Trade Magazines Increase Digital Presence - Although many of us are sad to see print media decline and the various publications become smaller and/or cease to exist, those magazine that are increasing their digital presence provide us with more marketing opportunities.   In addition to using more of our news releases, online media allows us link our various sites, show videos, and partner on social media platforms.

• Better Measurement - Thanks to constantly improving SEO and social media analytics, we can now  much more accurately measure who is interested in our clients’ products.  Equally important, we can analyze their interests in a variety of different ways and communicate with them in a much more effective manner.

So despite a very tough 11 months for most of us in 2009, we have some great new marketing tools to be thankful for that will position us well when the economy turns around in 2010.