We just received the Summer issue of Angling Trade and Editor Kirk Deeter has filled the magazine to the brim with outstanding ideas for success in 2012. If you don’t already subscribe to this excellent publication, you can here http://www.anglingtrade.com/subscribe/ and it’s FREE! Who doesn’t love great ideas for free?
TKG’s President, Tom Keer, has an article in this edition titled The Real Media Skinny. According to Deeter, “Tom gets real about media…the standards, the future, and where real writing talent lives.” In preparing for the article, Tom interviewed some true industry greats like Ed Gray (Founder, Gray’s Sporting Journal), Ross Purnell (Editor, Fly Fisherman), Jim Butler (Former Editor, Fly Rod & Reel), Kirk Deeter (Editor, Trout Magazine, Angling Trade and Field Editor, Field & Stream), John Frazier (Editor, Fly Fishing in Saltwaters), and Marshall Cutchin (Founder & Editor, MidCurrent).
We are thrilled to be a part of ICAST2012 this July 11-13 in Orlando, Florida. ICAST is the world’s largest sportfishing trade show and annually hosts 7,000 members of the sportfishing industry from 63 countries. It is produced by the American Sportfishing Association. If you haven’t already registered, it’s not too late (http://icastfishing.org/icast-attendees/registration-and-housing3/).
The Keer Group will be presenting in two different business seminars. The first is 50 Ideas in 50 Minutes to Enhance Your Sales, Marketing and Customer Experience. This is a fast-paced presentation full of useful tips ready for implementation for your business. The second seminar is Boost Sales with Special Events. Grow your sales with some savvy marketing initiatives and special events that will attract a tremendous amount of attention.
If you’re planning to attend, let us know. We’d love to meet you there.
A couple of weeks ago, we received an invitation from our daughter’s 8th grade English teacher to guest speak on the topic of “Ethics in Advertising.” The class has been studying the various affects of advertising and public relations, and the teacher wanted students to learn about the process of creating campaigns.
We started our presentation with an exercise we call Brand Awareness in 60 seconds. The class had 60 seconds to write down every brand they could see in the room. Students could include a name on an eraser or an article of clothing worn by a classmate. After the minute expired, we reviewed results which were surprisingly low. The maximum number of brands identified by a student was 10 and the minimum number was 3.
Here’s some more interesting observations from the exercise:
Collectively the class captured only about 20% of all the brands present in the classroom and that’s without the presence of a Smartphone!
About 70% of the captured brands consistently showed up in just about everyone’s results with the common denominators being branded apparel and footwear worn by fellow classmates. The Apple® brand from the teacher’s computer monitor was also consistently captured.
The remaining 30% were quite the hodge-podge and included brands like Purell® found on the anti-bacterial dispenser by the door, Dunkin Donuts® displayed on a small magnet on the dry-erase board, and a W.B. Mason box holding newly delivered classroom supplies located behind the teacher’s desk.
As we started to point out the brands they missed, the students were shocked by how many they overlooked and many of them commented that they simply took them for granted. We were intrigued that it took the best observers 6 seconds per brand (10 brands identified in 60 seconds) with most of the class averaging 12 seconds per brand.
These days consumers are overwhelmed with branded messages. With most of the messages being ignored or taken for granted, how do you breakthrough the trance? A quick internet search will demonstrate that there are thousands of different marketing and PR strategies. The results from our class showed that the recognized brands were primarily identified because of a relationship or personal connection with the brand. So a good place to start in growing brand awareness is to consider how the brand will become personal to the audience.
Take a moment and give yourself the 60 second test. We’d love to hear your results.
A number of years ago we took a leap of faith and left the ranks of corporate employment to start our own company. Within a matter of weeks, we had our first client thanks to word-of-mouth. Then within a blink of an eye we got busy, really busy. So we slapped up a quick rudimentary website, printed up some business cards and focused 100% of our attention on servicing our new clients and making their brands brilliant.
Fast-forward through a multi-year recession and we’re still super busy (and thankful for it). But about three months ago, a client pulled us aside and suggested that WE needed a better website. He wanted to refer his friends to us and thought that our site was far inferior to the ones we did for him. Needless to say, we cringed with embarrassment as we had become the proverbial dentist whose children have cavities! 2012 was the time for us to give our brand some overdue love and we’ve kicked off our lovefest with a brand new website.
And so it goes for many of us as we constantly put the needs of our clients and customers first. But what we must all realize is that our own image is as important as our actual work. How confusing it must be for a potential client to hear a glowing review from an existing client only to land on a website that is anything but radiant. So whether you have a brilliant brand image but lack the necessary infrastructure to deliver on your brand promise or you have a great product or service but lack the luster necessary to attract new customers, give your brand more love by prioritizing it higher on your to do list.