Author: Joe

Joseph S. Grano, Jr., has a record of success providing vision and strategic direction to organizations experiencing rapid growth and change. He is one of those rare individuals who have made a successful transition from corporate leader to entrepreneur and owner of his own growing company.
Joe Blog

Email Marketing is Alive and Well, but is it Effective?

This post is part 1 of a 2-part series on email marketing best practices. This week, we’re focusing on the current landscape of email marketing. Next up, best practices for creating effective emails.

Email marketing has become rather humdrum in the marketing world, with many questioning whether email campaigns yield results and if email is overused as a marketing vehicle.  Despite marketers’ misgivings, email marketing is alive and well. Read below to get a sense of the current landscape in email marketing – information we hope you can use to make your email campaigns more effective.

Email by the numbers:  According to Forrester Research, spending on email marketing in the US will balloon to $2 billion by 2014 — a nearly 11 percent compound annual growth rate. As a result of this spending, consumers will be deluged with more than 9,000 email marketing messages annually.

Common email mistakes: Weak subject lines, too much or poorly selected content, poorly selected email lists, lack of integration with social media, and poor timing of emails rank among the top email mistakes. Learning from others’ mistakes will help make your email campaigns more effective. (Stay tuned for part 2 in our series for our list of email marketing best practices.)

Some email insights: The majority of email actions (i.e., opens, forwards, deletes) occur within the first 12 hours of deployment. 50 percent of opens occur within 12 hours of deployment. 86 percent of opens occur within three days of deployment. Initial emails are opened more quickly than the second in the stream.

 

Joe Blog

Next-Mark Wins Image Award for Nuance Destination: Best Campaign

The Next-Mark team was recently award an Image Award of Distinction for Promotional Marketing by the Florida Public Relations Association of Florida.

Working collaboratively with the Nuance marketing team, Next-Mark developed the tagline “Destination: Best” to promote the product’s superiority in the market and brand promise. Next-Mark then used Nuance market research to build a campaign that would focus on PowerScribe’s ability to deliver productive radiologists, loyal referring physicians, healthier patients and a prosperous business. Incorporation of a strategically designed arrow reinforced forward movement toward success and excellence while supporting the brand’s visual identity.

A primary campaign objective was to get individual prospects and current customers to schedule a demonstration of PowerScribe 360 at the show. Pre-show campaign elements included a targeted microsite, with original photography and a video written, designed and produced by Next-Mark. New thought-leadership resources also were created for use on the site, implementing content management in support of the campaign. A series of compelling email blasts were issued to drive traffic to the site, offering premiums to those who signed up for a demonstration at the show or, in the case of non-attendees, requested an executive briefing.

Reinforced with a full-page ad in the show daily, the on-site campaign included signage and banners on escalators and stairways, all pointing the way to the best and, of course, the Nuance booth, which incorporated the new visuals and messaging.

Nuance Healthcare reported a record number of both visitors to its booth and prospect demonstrations performed. Going forward in the year-long campaign, the Next-Mark team will work with Nuance in leveraging these successes to support Nuance Healthcare in reaching its audiences – and its goals.

View the Destination: Best video.

Joe Blog

Nine Steps for PR Success: Back to Basics

The Public Relations landscape may have changed drastically over the past couple of years, but the basics remain the same.  The following nine tips can help keep you grounded as you contemplate the world of social media, viral videos and blogger relations.

  1. Fortify Your Message – You must have a strong, carefully crafted and well-written message to get make your story stand out. Make sure you position your story appropriately upfront to gain the most exposure for your message. For best results, be news worthy.
  2. Build Strong Relationships with the Media – Know the journalist, blogger, producer or editor and the publication they write for before picking up the phone or sending an email.  Engage with the media online (e.g., comment on a Facebook post, re-tweet) even when you’re not pitching them a story. LinkedIn is also a great way to connect with media professionals and to highlight your own work.
  3. Create a Plan – Like any other business function, strong results can only happen with an effective strategy and supporting plan. What are your goals? Who are your target audiences? What is your timeline? What are your metrics for success? Use your answers to these questions to create an effective plan that is comprehensive and realistic.
  4. Be Creative in Media Choices –  Your communications plan will help you whittle down the infinite number of traditional and digital media outlets available today. With your plan in hand, choose the types of media venues that target audiences read/watch and that may have an interest in what your pitching, then determine which journalists you should be talking to at those publications.
  5. Recognize the Value of PR – A prominent mention in a respected media outlet or a Facebook post that has been shared and re-shared can be worth more than an entire ad campaign. And, the mention of your product or service in the media is free!
  6. Be Accessible – Media professionals prefer to work with people who are accessible and easy to work with. Always ask them what their deadline is and what they need from you in order to meet it. Also be sure to offer the additional elements they need to round out their story:  photos, customer references, analyst references and additional sources, if necessary.
  7. Follow-Up – One phone interview or email is often not enough. It is important to be in contact with journalists on a consistent basis with compelling information that demonstrates what you are pitching is viable, credible and worthy of coverage.
  8. When in Doubt, Seek the Advice of a PR Professional – Public Relations is a business discipline; seek out a PR professional for advice and counsel when appropriate. They can be invaluable business partners.
  9. Never Give Up! – You may not get the results you expect the first time around. Keep trying – persistent people get noticed!

 

Joe Blog

Sarasota Film Festival: A Really Big Deal

Steve Wroczynski, Tia Castle (SFF Marketing Director), Joe grano

Last night was a big night for the Sarasota Film Festival (SFF) and for Next-Mark. The festival announced their line-up for this year’s festival during a gala for premiere sponsors at the Marie Selby Botanical Gardens, attended by Next-Mark’s Steve Wroczynski, Director of Creative Strategy, and Joe Grano, President.  Next-Mark’s graphic design work was featured prominently throughout the event space.

View all 222 films in the SFF line-up by visiting the SFF Film Guide. The line-up includes the films below as well as narrative feature, documentation feature, and independent visions competitions:

  • Opening Night Film: BLACKFISH, directed by Gabriela Cowperthwaite
  • Closing Night Film: FRANCES HA, directed by Noah Baumbach
  • Centerpiece Films: THE SPECTACTULAR NOW, directed by James Ponsoldt and RUNNING FROM CRAZY, directed by Barbara Kopple

Tickets are on sale this Friday, March 15th, at 11:00 AM for the general public and may be purchased online via the SFF website, on mobile devices using SAMY, or in person at the SFF box office located within the Regal Hollywood 20 at 1993 Main Street.

The 15th Annual Sarasota Film Festival will take place April 5-14, 2013.  Events will be held throughout the Festival at some of the most beautiful and exclusive venues in the Sarasota area, allowing celebrities, filmmakers, film enthusiasts, media and even student filmmakers to experience what happens when Hollywood hits the beach.

 

Joe News

Next-Mark Selected as Branding and Design Partner for the Sarasota Film Festival

Media Contact: Joseph Grano
941.893.3140
josephgrano@next-mark.com

 

For immediate release

Sarasota, Fl, February 25, 2013 – Southwest Florida marketing, communications and business strategy firm, Next-Mark, LLC, will be a premiere sponsor of the 2013 Sarasota Film Festival. As it did in 2012, the firm will provide expertise in the design and visual brand identity of advertising, communications materials, merchandising, signage and other collateral. Next-Mark Director of Creative Services Steve Wroczynski will head the design team.

“We are thrilled to once again have a hands-on role in one of Sarasota’s most spectacular events,” said Next-Mark founder and President Joseph Grano. “It is our honor to be part of the Festival, which every year continues to inspire and entertain at the highest levels.”

“We are pleased to have Next-Mark’s participation in the Sarasota Film Festival for the second consecutive year,” said Kathy Jordan, Managing Director for the Sarasota Film Festival, “their expertise will again play a critical role in our communications efforts.”

The 15th Annual Sarasota Film Festival will take place April 5-14, 2013.  Events will be held throughout the Festival at some of the most beautiful and exclusive venues in the Sarasota area, allowing celebrities, filmmakers, film enthusiasts, media and even student filmmakers to experience what happens when Hollywood hits the beach.

About Next-Mark, LLC

Next-Mark was founded in 2005 to help client organizations reach their full potential through marketing success. Breaking away from the constraints of traditional marketing service organizations, the Next-Mark team takes an intuitive marketing approach, integrating our experience, analytics and innovation in developing strategic marketing solutions to meet clients’ individual needs. Next-Mark focuses on internationally and nationally recognized brands along with growing companies across a broad spectrum of categories, including healthcare, technology, retail, real estate, environmental, marine products and tourism, among others. With clients from Alaska to The Netherlands, its roster includes industry leaders such as LexisNexis, The Rivolta Group, Elsevier Health Sciences and Nuance Communications, among many others.

About the Sarasota Film Festival

Held annually in Sarasota, the Festival emphasizes the best in cinema alongside exciting programs and events, with more than 180 films screened each year, including features, documentaries, shorts and kid-friendly picks. In its 15th year, the Festival’s organizers continue their mission to celebrate the art of filmmaking and the contribution of filmmakers by hosting the international film festival and developing year-long programs for the economic, educational and cultural benefit of our community.

 

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Joe Blog

What can business leaders learn from great sports teams?

Recently, an article, “Why Butler Basketball Holds The Key To Organizational Success,” on Forbes.com talked about Butler University’s amazing basketball program success. In just a few years and without vast resources and budgets, Butler has risen to national attention.  A Final Four darling, this Indiana institution came within an eyelash of defeating perennial powerhouse Duke for a national championship in 2010.

Reminiscent of another small Indiana basketball program, featured in the iconic film, “Hoosiers,” Butler relies on the essence of teamwork to succeed: the Butler Way.  It strikes us that what works on the court will work in business as well.

Among the principles cited are: humility, passion and a commitment to excellence, unity, servanthood (making teammates better) and thankfulness (learning from every circumstance). Furthermore, it is demanded of all Butler coaches and players that they live these core values, place the well-being of teammates before individual desires, embrace the process of growth and demonstrate toughness in every circumstance.

A focus on, and dogged adherence to, these success elements can bring a business endeavor to the same pinnacle – a peak some may view as unlikely, but which may not be unlikely at all.  And that’s a business advantage.

As Norman Dale, the coach in “Hoosiers” preached:  “Five fingers: one hand. Team, team, team.”  Butler is showing us the way.

(Author’s note: Small bias here, my son is a freshman business major at Butler – enjoying college life and learning a lot about business and sportsmanship too!).

Joe News

It’s Time to “Jump Start Your Business in 2013” Announcing a New Seminar from Big Picture Marketing Friday, March 22nd, Downtown Sarasota

Sarasota, Fl, February 13, 2013 – From 9:00 a.m. to 5:00 p.m. on Friday, March 22, business and marketing experts, and noted speakers Joseph Grano and Veronica Pastore present a new seminar, “Jump Start Your Business in 2013”. This is an opportunity to learn to start a business or re-charge an existing business using smart marketing strategies used by the pros integrating time-tested best practices with the latest in digital technologies. Attendees will emerge with action items that can be used to immediately launch or redirect an existing business.

The seminar takes place in at the downtown loft space of Next-Mark (www.next-mark.com), 32 South Osprey, Suite 203 and the cost is $149, or register with a friend and receive a $50.00 discount. This event is targeted to entrepreneurs to business owners who are looking to “jump start” their business with fresh ideas and strategies.

Grano is the president and founder of Next-Mark, a full-service marketing, business strategy and communications agency, and an accomplished speaker with decades of experience lecturing nationally. “Our goal is to provide a framework for entrepreneurs to turn their business vision into reality in 2013 sharing experiences, knowledge and the tools needed to succeed” says Grano. Joining Grano is Veronica Pastore, a social media expert and speaker, She added, “We are in a new era of digital marketing technologies that extend beyond social media, our goal is to help business professionals to re-charge their businesses with fresh ideas and innovative tools for success.”

Big Picture Marketing – Jump Start Your Business in 2013: 9 a.m.-5 p.m., Fri., March 22nd, Next-Mark, 32 S. Osprey Ave., Suite 203, Sarasota, 941.893.3140 or bigpicture-marketing.com, $149, or bring a friend and save $50.00 on two registrations.

About Joseph Grano
A master strategist, problem solver and thought leader, Joe has a record of success in providing vision and strategic direction to organizations experiencing rapid growth and change. He has more than 20 years of comprehensive marketing, business development and public relations experience, having held key executive management positions in healthcare, technology and financial services. His extensive knowledge of strategic marketing and business development comes from years of managing award-winning corporate marketing and communications departments for private, public and international organizations.

Joe is the founder of Next-Mark, LLC, and co-founder of The Healthcare Marketing Institute. A graduate of the State University of New York at Buffalo, he has an M.B.A. from the F.W. Olin Graduate School of Business at Babson College in Massachusetts. Co-author of “The Healthcare Marketing Professional’s Business Manual,” Joe also serves as an adjunct professor of business at the graduate and undergraduate levels. In addition, he is a sought-after professional speaker, executive performance coach and facilitator.

About Veronica Pastore
Excelling in innovative marketing, social media campaigns, events and more, Veronica has created exciting promotions for businesses and not-for-profits including Indigenous Restaurant, Planned Parenthood of Southwest and Central Florida, and Darwin’s on 4th.
Known for creating and writing “The Scenestress” column for Creative Loafing and The Sarasota-Herald Tribune, Veronica has worked in several facets of media and marketing locally over the last five years, most recently managing the marketing for the 2012 Sarasota Film Festival. Veronica offers a unique network of resources — including local influencers, DJs, models, journalists, photographers, videographers, national experts and more — and is passionate about education, presenting monthly seminars on social media and marketing in the digital era.

About Next-Mark, LLC
Next-Mark was founded in 2005 to help client organizations reach their full potential through marketing success. Breaking away from the constraints of traditional marketing service organizations, the Next-Mark team takes an intuitive marketing approach, integrating our experience, analytics and innovation in developing strategic marketing solutions to meet clients’ individual needs. Next-Mark focuses on internationally and nationally recognized brands along with growing companies across a broad spectrum of categories, including healthcare, technology, retail, environmental, marine products and tourism, among others. With clients from Alaska to The Netherlands, its roster includes industry leaders such as Nuance Communications, The Rivolta Group, LexisNexis, Elsevier Health Sciences and Indyme Solutions, among many others.

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Joe Blog

Choose the optimal social network for your content


It’s interesting that companies that never would advertise in a publication outside their target market will still jump feet first into every social media network they can find. This enthusiasm can leave them treading in water or being pulled under in quicksand – while no one notices.

But how do you know which network is right for your business or organization?

The answer is found in finding the outlets that reach your market and suit your content. And even if they all do that in some shape or form, it still my involve tailoring to suit specific audiences on the varied sites.

It can be complicated, but a recent article on the Ragan’s Health Communications News site recently provided some research tips, including:

• Facebook Insights – If you are the owner of a business page on Facebook, the Insights tool will give you data on age, gender, location, new “likes,” “like” sources (mobile, timeline, on-page) and more.

• LinkedIn Follower Insights – If you are the owner of your company’s LinkedIn page, you can get information on career levels, industries, job functions and locations of your connections.

• Followerwonk – Twitter doesn’t provide follower data, but this free tool can break down your Twitter followers by location, gender, social influence and language, and show the most frequently used terms in their profiles and tweets.

• Google Analytics – Among other features, this platform allows you to sort by social referrals with the Traffic tab, seeing which pieces of your content were shared and which drove visitors to your site.

The article also suggested a little competitive research, allowing you to learn from others’ social network savvy (or lack of same). And Pew Research recently released a report on more specific demographics (i.e. Pinterest users are mostly women; Facebook users generally under 50).

So there are a lot of things you can do on your own. Or you can ask us for help. We’ll be happy to assist you in making the most of social networking.