Tag: communications

Four Commitments to Create a Great Content Loyalty Strategy

A great Content Strategy is not a sprint to the finish line; it’s a marathon. You cannot turn it on and off as you redirect resources to other company initiatives.

A great Content Strategy is not a sprint to the finish line; it’s a marathon. You cannot turn it on and off as you redirect resources to other company initiatives. It is a continuous dialogue between your brand and your customers. Think of it as a relationship that must be continuously nurtured.  To be successful, you must commit your organization.

Commitment #1

Every content strategy professes to build brand loyalty with existing customers. So why are the majority of companies engaged in content marketing focused on top-of-funnel goals like demand gen and brand awareness? According to Accenture Research, 66% of consumers spend more on brands to which they feel loyal. Commit to the goals of your content strategy and stay focused. Do not become distracted by requests from sales for leads. A lead gen strategy is not a loyalty strategy.

Commitment #2

Truly commit to the loyalty strategy. Reports show that marketers committed to using a long-term content strategy were 63% more likely to reach their goal of building customer loyalty. Your best new business opportunity is with your existing loyal customers and the word-of-mouth (WOM) they with generate on social platforms.

Commitment #3

Get comfortable using metrics to improve your work. Access to campaign metrics through platforms like Supermetrics, Google Data studio, and others will provide the data. However, it’s up to you to slice and dice the data for your application. To improve the effectiveness of your content strategy with metrics, be clear on your big picture goals. Make sure you are measuring things that indicated you are reaching your goals. Track performance against these KPIs every month. Create a spreadsheet that tracks marketing goals and KPIs. Regularly review your plan for gathering performance information and who will be responsible for collecting and reporting this data.

Commitment #4

Focus on loyalty. Educate your customers to nurture loyalty. Fill the informational needs of your audience with entertaining content.  Use social media stories, video and blogs to create your brand voice. By focusing on your customer, their wants and needs, your brand will become clear with your customers.

Today’s Snowstorms Could Launch Tomorrow’s Best Marketers

My little part of the country recently received our second major snowfall of the winter season. Not so little, actually. Millions of people were impacted by the storm that raced across the Midwest, Mid-Atlantic and New England portions of the United States in mid- and late January. Thousands were left without power and stranded on snow-swept roads. And more is undoubtedly on its way.

As I peered out my living room window to admire the beauty of that snowfall and to take inventory of any challenges it might present to my neighbors and me as we prepared to start our days, I couldn’t help but feel that something was missing from that picturesque scene…. My buddies and me, maybe 12, 13 or 14, marching valiantly through the freshly fallen snow, shovels in hand, ready to save the days of those stranded in their driveways or on the roads.

Where were those hardy young entrepreneurs, layered in their winter gear with determination in their steps and dollar signs in their eyes?

Yep! I was lost in a moment of nostalgia. The sad truth is that the scene I longed to see is nothing more than a fond memory. I’ll wager a guess that, instead of knocking on doors or racing to their phones to call their friends and organize their crew of winter snow removal warriors, the kids on the particular Sunday morning I have in mind raced to their tablets and game consoles to wage war in pixelated worlds free from the frigid air and wet roads of that day’s reality.

“What a shame,” I thought to myself. Yes, I was mourning the loss of youthful drive and work ethic that seems to have been a 20th-century phenomenon. However, more so, I found myself shaking my head as a marketer. In that same moment, it dawned on me just how much opportunity today’s kids were missing to make some honest bucks. Because in today’s world, they wouldn’t have to patrol their neighborhoods looking for cars to dig out and sidewalks to clear. From their same tablets and smartphones, they and their parents could put the word out via their social media channels, email lists, text groups and instant messengers that they were available for hire. Man, the money my buddies and I could have made during those January blizzards if only we had had Facebook Live, Snapchat or Nextdoor!

Nextdoor bills itself as “the world’s largest and fastest growing social network for neighborhoods.” (I could have said that about the evening-long sessions of Red Light, Green Light my friends and I played up and down our street growing up.) However, times have changed. According to its website, Nextdoor is now active in nine countries, four of which (France, Italy, Spain and Australia) joined its ranks just in 2018.

I’ve been a member of Nextdoor for more than five years. I didn’t use the app very often in my previous neighborhood, primarily because I already knew many of my neighbors and knew where and how to reach the local services I needed. However, when my wife and I moved to our current neighborhood two and a half years ago, I was the new kid on the block and had to start from scratch. Our first full summer, I needed help in ridding our lawn of moles. I went to Nextdoor for help. I posted my need, and within minutes received recommendations. I hired a service based in my general area, and he delivered. By delivered, I mean he caught six moles on my property in three months and advised me on how to keep them away. Moments ago, I went to Nextdoor again to search on snow removal for my neighborhood and found about a half-dozen options, mostly private citizens simply offering up their shovels and snow blowers, either free of charge or to make some walking around money (for when the snow is removed). Of course, my page also filled immediately with roughly a dozen ads for landscaping and snow removal companies.

For safe measure, I visited Facebook and searched on “snow removal services near me.” I received more results than I had time to review, some as recent as just hours earlier and some as old as 2012. Those listings also included videos showing snow removal capabilities.

I even tried Craigslist for my geographic location. I was more amazed by what I found here than on Nextdoor. I saw 10 listings for snow removal of some kind posted within just three days of our impending storm, many of which appeared to be no more sophisticated than individuals offering their services and plows. A few featured photos of a tractor or cleared parking lots.

I’ll take this moment to revisit my childhood. Before I accepted my first “real” job as a teenager, I spent a summer walking my neighborhood asking if I could mow lawns for any of my neighbors. Within a couple of weeks, I had a half dozen or more clients…enough to the point that I had to buy an appointment book to track my customers and my billings. I was in business. I should add that by this time, I was now living in Florida, where the lawn-mowing business lasted nearly all year. I made enough money to keep me in movies, fast food, gas, and car washes.

My point is that if I had had today’s technology, I would have saved time knocking on doors, and instead would have had customers coming to me, especially when they compared my “neighborhood teen with his dad’s lawnmower” rates to those of established landscaping companies.

One last thing: every day, we see or hear stories about young kids who are making millions on YouTube playing with toys or video games because they’re viewed by millions of other kids their age and younger who then know what “stuff” they want their parents to buy them. These child “influencers” are reaping the rewards of the technology the rest of us take for granted. I’m not recommending that each of us launch a YouTube channel or Instagram page for our children so they can start paying for their college and our retirement before they’re out of training wheels. I’m merely suggesting that we leverage the technology they already love to help them learn the value of hard work…also, targeted marketing.

We should do what we can to instill in our kids the notion that using technology can put real dollars in their piggy banks, rather than racking up Fortnite V-Bucks or World of Warcraft tokens. And the bonus for parents might be shoveled driveways…without a visit to the chiropractor.

A History of Storytelling

Storytelling is an essential component of the human experience. Rob Dietrich shares a history of storytelling from caves to epic poems to modern technology.

Storytelling has always been an essential component of the human experience. Humans have an innate desire to tell and listen to stories. A child asks her parent for a story before bedtime. A teacher tells his students a story to help make a lesson stick. Friends share advice by summarizing past experiences with each other. Stories entertain and educate us. They help us relive the past and prepare for the future.

From Caves to Epic Poems

The first example we have of human storytelling is on the walls of caves in Chauvet, France. In 1994, archeologists discovered paintings that depict various animals- deer, lions, wooly mammoths- as well as the eruption of a volcano. Researchers believe the inhabitants of the cave valued these illustrated stories so highly that they considered them to have sacred or magic properties. Carbon dating places these illustrations around 36,000 years old.

The ancient Egyptians took storytelling to the next level. Their hieroglyphic language, a series of pictographic symbols, is widely considered to be history’s first example of a written language. Developed around 5,000 years ago, this writing system allowed them to communicate more detailed ideas. Decoding this alphabet revealed ancient Egyptian stories about life at the time, beliefs about the afterlife, kings, wars and plague. The stories also revealed the evolving complexities of storytelling, such as humor and satire.

Around 2,700 years ago, Homer united the ancient Greeks with his epic poems the Iliad and the Odyssey. These stories were recorded and distributed to the surrounding city-states, and have been credited for establishing the Greek culture. It is highly likely that this was the first time humans realized the fantastic power contained by a good story!

“If I have seen a little further it is by standing on the shoulders of giants.” – Isaac Newton

Storytelling Meets Technology

As history progressed, humans took and improved upon the stories written by the generations before them. The ways and types, along with the manner of telling stories became numerous. Shakespeare captured the imagination of the masses with his plays. In 1556 the first newspaper was published in Venice, covering the economic, political and military happenings of the time. Improvements in printing press technology and the spread of community theater allowed a wider circulation of stories and ideas. Then the 20th century arrived bringing the radio, movies, and TV. These media opened up a whole new world of ways to tell and share stories, removing any barriers that lack of education and an inability to read previously put forth. Then, of course, came the Internet and the digital age of storytelling and idea sharing.

While the complexity, styles, manners, and themes have changed over history, storytelling has been around since the first prehistoric humans were able to point and grunt. Whether they’re creating a culture and unifying a nation or lulling a child to sleep, never underestimate the power of a well-told story.

Want some help telling your story? We can help!

How Being a Step-Mother Has Made Me a Better Public Relations Professional (and Vice-Versa)

Looking back, I stumbled into the world of public relations much like I did the world of step-motherhood. If I’m honest, neither were my first choice and had I known ahead of time the hours, frustration and exhaustion each would bring, I’m not sure I would have dove into both quite as fervently as I did. With that said, after time, effort, and a little wine, I know I am exactly where I belong.

Flexibility

When you’re a step-mom, you enter a no-mans-land of parenting. I say no-mans-land because no man (or woman) ever grows up to say they want to be in that land. You have many of the same responsibilities as bio-parents (packing lunches, taxiing around town, sitting through various sports practices and cleaning up vomit) without many of the perks (breakfast-in-bed on Mother’s Day, input in daily decisions and the uninhibited love of the child). You learn early on that the relationship between you and your spouse, you and your step-children and you and the rest of the world is a dance. It’s a constant give and takes and one must be able to navigate and adjust expectations on a dime. Things don’t always go as planned. Many times the only thing you can expect on is the unplanned. These little humans are complex, and so are the many relationships that go along with them. Bobbing and weaving is a daily occurrence, and one must be able to recover quickly or be knocked out of the ring.

Similarly, if you want to succeed in the world of public relations, you must learn to be flexible. We’re talking full-on splits flexible. Clients, media, and even your agency team is ever changing. Agility and the ability to think on your feet are a must. If your client calls you an hour before they’re to appear on a live morning show to tell you they have an aggressive case of pink eye, what do you do? If you pitch your heart out about your client’s new product, and your media friends are excited to tell the story, but at the last minute the product is canned, what do you do? Flexibility is critical, and a level head is a necessity. My stepdaughters’ have given me many opportunities to strengthen my flexibility muscles, and I’m thankful they have, especially since the examples above are real-life pages from my career book.

Gentle Persistence

Secondly, as a step-parent, you quickly learn the art of gentle persistence. No one likes to be hounded. Having someone constantly looking over your shoulder and asking if you cleaned your room, fed your turtle, or used shampoo to wash your hair, is not pleasant. I have learned that my girls hear me ask the first time, but for various reasons (My Little Pony Friendship Adventure is on, they’re making paper bag puppets, or an intense game of Daniel Tiger’s Neighborhood is about to go down) they are “unable” to accommodate my request. While I refuse to give up on my original ask, I step into their world, see the importance of what’s happening to them at that particular moment, and take a step back. Later, when the time is right, I gently remind them of my original request or direction.  While this is by no means fool-proof, and there are times that they give me the proverbial take-a-hike look, most of the time they respond favorably.

Likewise, we need to put ourselves in the shoes of our media friends. Many are stretched thin and working against razor-thin deadlines. When you’re feeling that kind of pressure, the last thing you need or will respond to is a PR person asking for the third time if you received their pitch. Conversely, as a PR professional, we still have the responsibility to our client to leave no stone unturned when telling their news. After all, if we’re not gently persistent in sharing their story and telling folks why it’s important, who will?

Creativity

The next thing my girls have taught me is that creativity is king. Like adults, their brains are being bombarded with thousands of messages every day. From school to friends, to PBS Kids, they’re being served up lights, sounds, and ideas that make my faux-momma mind tired. If I want to cut through the clutter and make memories with my girls, I need to be memorable. I need to think of new ways that will engage them and give them something to think about after the day or the event is over.

Equally, as PR professionals, we must be able to think differently.  Every day we are tasked to be creative, whether we’re approaching an old story in a new way or taking a story and making sure we tell it in a way that it receives the attention it deserves. This skill is necessary for both roles, and I am grateful my girls have pushed me to develop this ability, even on my off days.

Thick Skin

Let’s be real for a minute. I love my girls. They are a part of my life that I never thought I had room for, but I do. They have expanded my heart and made my life fuller (and more chaotic). With that said, I’m not their bio-mom. I never will be their mom. Remember what I said above, as a step-mom you do many of the same dirty deeds that their birth mother does, but often you don’t reap the same rewards. I’ve learned not to take this personally (most of the time).

PR professionals need to apply the same roll-off-your-back mentality to avoid burn out. There are many time times that we hear no thanks (or just NO) from a reporter, journalist or client. We can’t take this personally; it’s the world we work in.

As for my girls, many sweet moments happen, too. The way they snuggle in for a story at night or to watch funny animal videos on YouTube, the good night hug, and even when they tell me that my Ranch dressing is better than their mom’s (I’m #1 at something!). I relish these special moments the way I relish when a reporter does an amazing piece for my client. You take the good with the bad, and you choose to remember the good when the laundry is piling up, and emails and phone calls to your media friends go unanswered.

Focus on the Relationship

Lastly, my girls have helped me hone my relational skills. Just because I married their Dad, doesn’t mean that instantly we felt like a family or that they trusted me. Quite the opposite. I sat on the sidelines for longer than I’d like to admit before I realized that if I wanted to be embraced, I needed to embrace. I needed to dig in and show up for them. I needed to read books with them, play Calico Critters, watch Larva (if you don’t know what this is, you should). I needed to get to know them and what makes them tick before I could put any expectations on them. The same goes for our clients and media friends. We need to do our research and make sure we’re bringing them stories that are right for them. Everyone prefers to spend time with people who have taken the time to invest in them. My girls have taught me to put the time in before expecting the reward.

When I started my career in marketing, I had no idea that I would one day be a part of the PR tribe. In the same vein, when I started dating my husband, it hadn’t occurred to me that I would enter into the position of bonus-mom. Both were unexpected and at the time, challenging. Now that I have *ahem* a few years under my belt, I can say both are exactly what I want for my life and I wouldn’t have it any other way. My girls have shown me how to be a better bonus-momma at home and a better PR professional at the office.

Can Old Ideas Become New Again?

Recently, O’Keeffe relocated to newer, shared office space in Over-the-Rhine. In a word, our new space is way cool. That’s two words, but you get it. The space is an open-floorplan renovation of a turn of the century weigh station serving the canal freight traffic that once sailed what is now Central Parkway. The giant scales are still here. Like I said, way cool.

The first week in new space shared with another creative group, we all gathered for lunch in the central meeting area to introduce ourselves, and get to know each other. The other folks are a creative group comprised entirely of very talented and successful Millenials. I’m thrilled to be among so much energy.

While I am not a shy person, I found myself conversing with professionals young enough to be my grandchildren, as we all shared our backgrounds, schools attended, degrees, and experiences. Yes, it’s still Cincinnati, and high schools were mentioned before universities.

Needless to say, my curriculum vitae is significantly longer than theirs simply because I have been doing this 40 years longer than they have. I was quite surprised that, to a person, they all showed a great deal of interest in my agency experience, and asked very interesting and probing questions. As lunch came to a close, a young lady said, “Wow. I wish you had been here when we first started the company. We were all fresh out of college, and didn’t know how to do anything or how the business world works.”

What an amazing statement. Consider its implications. What is the balance between the way things were done in the good old days, versus today’s digitally connected world? Are the principles of marketing communications somehow different today than yesteryear? Is the late David Olgilvy, hailed as the Father of Advertising, and his seminal work that became the textbook on the fundamentals of good communication still valid today?

The short answer, yes, now more than ever. The only difference is that we have more channels available than ever before to communicate with our audience. As content marketers, we can learn a lot from the legendary Mr. Ogilvy, whom I had the pleasure to meet in person in 1972. Here are a few of his guiding principles:

He was one of the pioneers of information-rich, what he called “soft sell” that didn’t insult the intelligence of the prospect.

Ogilvy believed cleverness doesn’t sell products and services. Original thinking in marketing is great, but not just for the sake of being witty or clever. If you aren’t thinking about connecting with your audience, building trust and selling your products or services when you sit down to create content, you need to reexamine your motivations. Don’t just create content to get credit for being clever — create content that will be helpful, insightful, interesting and connects with your target audience.

Learn the language of your audience, and write in their vernacular.
It is vitally important to research and understand how your audience thinks, speaks, and searches, so that we can use that language in our headlines, blog posts, sales letters, and e-books. The better we understand how our readers think, the better we’ll be able to connect with them.

Anyone who is a fan of the TV series, Mad Men, can conjure a mental picture of what the ad business looked like in the late 60’s and 70’s. I’m here to tell you Mad Men is accurate in their depiction of the social interactions of that era.

The principles of modern marketing communications were also created during that time, and remain the same today. Great marketing is a direct communication between your brand, and your customer. You will learn what your customer is looking for in your product or service, what makes an emotional connection and what doesn’t, and the language that will resonate with that customer if you take the time to listen. We simply distribute these messages through exciting, new digital channels.