Author: Kristen Lundy

Kristen Lundy Blog

Power Trends in Social Media Marketing: How to Be Culturally Relevant

Power Trends in Social Media Marketing: How to Be Culturally Relevant

The past year has shown the power of social media, with 2024 marking a turning point for influencer-led marketing campaigns and pop-culture phenomena. Viral moments have shaped not just the digital landscape but global culture, creating movements that resonate far beyond the screen.

In the summer, we saw the Brat phenomenon, ignited by Charli XCX’s sixth studio album, take the world by storm. The Brat aesthetic is the embodiment of a “confident, independent, and hedonistic attitude.” Influencers and celebrities globally, and across social media platforms, embraced bold makeup, imperfectly chic fashion, and had fun creating TikTok dances to tracks from the album, such as Apple.

At Next-Mark, we want to help you understand the importance and value trends can have on a business or brand. Anyone, with the right strategy, can have influence beyond the screen. While your content might not always go viral, the right approach to social media can create a lasting impact.

Craft a Captivating Core Message

Choose a word or phrase that encapsulated your brand’s identity and resonates deeply with your audience’s values, emotions, and/or aspirations. It should be distinctive, easy to remember, and adaptable to different contexts, making it easy for your audience to connect with and share.

Create Authentic, Shareable Content that Embodies Your Message

Whether it’s through a challenge, meme, or original video series, ensure that your content is engaging and resonates emotionally with your target audience. Brands that tap into cultural moments or embody current trends tend to connect more deeply with followers.

Leverage Influencers

Collaborating with influencers who already have a connection to the trend you’re trying to harness will help extend the reach. These influencers don’t just endorse the product or idea; they live it. This creates a more organic connection to their, and your, followers. With Brat, for instance, influencers and celebrities were able to incorporate the aesthetic into their daily lives in a natural, relatable way.

Encourage User-Generated Content (UGC)

The most successful viral trends, and marketing campaigns, often feature everyday people. Brands can inspire fans to participate by using hashtags or providing creative prompts. When people feel like they are part of something larger than just a brand or product, they are more likely to share content, spreading the message further.

Connect to a Larger Cultural Moment

Trends gain momentum when they feel timely and relevant. Whether it’s a seasonal vibe, a major event, or a cultural shift, finding ways to link your trend to what’s happening in the world can amplify its appeal. For example, the Brat aesthetic coincided with a societal push towards individuality and self-expression.

Adapt Quickly and Intentionally

Social media trends tend to move fast. Being able to jump on a trend early gives brands a competitive edge. However, it’s important to remain flexible. The reserved, introspective vibe of the “Demure” aesthetic, sparked by TikToker Jools Lebron, swiftly followed the bold, confident style of Brat. Recognizing the fluidity of social media culture allows brands to pivot and experiment with new creative ideas as they emerge.

Stay Authentic to Your Brand’s Voice and Values

Trends are fleeting, but a strong brand identity can keep your audience coming back for more. As tempting as it might be to chase after every viral moment, it’s essential to ensure that any trend you participate in still aligns with your core values and message. Brands whose content seems forced or disconnected can come across as inauthentic, which can be alienating to members of your audience.

By following these steps, any brand, no matter its size, can cultivate a trend or participate in an existing one. While not every attempt will result in a viral moment, like Brat or “Demure,” with a strategic, authentic approach, brands can create meaningful connections with their audience.

Social media trends in 2024 and beyond, are not just about staying relevant; they’re about shaping culture and offering a unique experience that speaks to people in new and exciting ways.

At Next-Mark, we have curated numerous client brand stories since 2005. If we can help, please contact us at 941.544.2765 or at info@next-mark.com.

Kristen Lundy Blog

NEXT-MARK EARNS MULTIPLE ANGEL AWARDS FROM THE AMERICAN ADVERTISING FEDERATION

NEXT-MARK EARNS MULTIPLE ANGEL AWARDS FROM THE AMERICAN ADVERTISING FEDERATION

Sarasota-based marketing and communications agency receives Statewide and Caribbean Gold and Silver Angel Awards

SARASOTA, FLORIDA (Nov. 19, 2024) – Next-Mark, a full-service marketing and communications agency serving clients in Florida and nationwide, was honored by the American Advertising Federation (AAF) with Gold and Silver Angel Awards for their exemplary public service work with local non-profit agencies.

At this year’s Angel Awards, competing in the category of Organization or Cause Promotion, Next-Mark received a Gold Angel for their work with the Henson Fund, the highest accolade awarded in a category, and a Silver Angel for their work with The Sarasota Players.

The Henson Fund serves those living in poverty by offering transformative educational opportunities, while The Sarasota Players are the area’s oldest performing arts organization.

These campaigns – “Every Child Has a Right to Achieve Their Dreams” and “We Are The Sarasota Players” – showcased the importance and impact these non-profits have on their communities and the value of working with a world-class marketing firm to ensure their efforts are reaching the widest possible audience.

“It’s vastly important to us that we support organizations like the Henson Fund and The Sarasota Players, because their efforts make our community stronger, more resilient, and ensure the future is bright for everyone, ” said Next-Mark President Joseph Grano “To be recognized by our peers for the work we do in our region is special, and serves as an added bonus to the gratification we get from doing these kinds of projects.”  

Every year, the AAF District 4 conducts the Angel Award Competition, honoring the very best in public service advertising by honoring campaigns that demonstrate exceptional results and execution. The awards combine two missions of the organization: to utilize industry expertise to address community issues, and to celebrate and honor advertising excellence. Entrants consisted of a variety of advertising service providers, public service organizations, and special interest causes and groups located in Florida and the Caribbean.

According to AAF District 4 Governor Stephanie Byrd, “The advertising industry in Florida and the Caribbean continually champions the charitable causes in our communities,” Byrd said. “It is an honor to recognize and celebrate the agencies that use their talents to create artful and compelling campaigns to support these impactful initiatives.”

View the full list of winners and the award show video at https://www.aafdistrict4.org/angel-awards.

About Next-Mark, LLC

Next-Mark, LLC is a full-service, award-winning marketing communications agency based in Sarasota, FL. It helps business leaders beat their growth targets by delivering better competitive insights, more powerful branding, stronger strategies and faster results. Breaking away from the constraints of traditional marketing service organizations, the Next-Mark team facilitates new conversations about a client’s brand, integrating 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 not-for-profit, architecture, government, healthcare, technology, hospitality and entertainment, tourism, real estate, among others. With clients from California to South Africa, its roster includes industry leaders such as Comcast/NBC, LexisNexis, Elsevier, Neuroflow, Nuance Communications, CMX/Cinebistro, Medecision, along with Florida-based clients including First 1,000 Days Suncoast, The City of Sarasota, Reveal Vitality and Longevity Institute, St. Armands Circle, Sweet Sparkman Architecture and Interiors, The Sarasota Players, John Cannon Homes, Yarnall Moving and Storage, CitySide Apartments, Venice Theatre, among others. For more information, visit its website at www.next-mark.com.

About the AAF District 4

The AAF District 4 is one of 15 regional American Advertising Federation (AAF) Districts nationally. It is comprised of 18 local federations located throughout Florida and the Caribbean. The AAF District 4 is different from any other advertising trade organization because it is comprised of a network of professionals that represent all disciplines of advertising at all levels. The District’s goal is to inspire, inform, and educate advertising professionals, mentor advertising students, monitor legislative issues, recognize excellence, promote public service causes, and help build our economy. For more information, visit https://www.4aaf.com/.

Kristen Lundy Blog

Access Full-Scale Marketing Communications Expertise Without the Overhead: Why Outsourcing Makes Sense

Access Full-Scale Marketing Communications Expertise Without the Overhead: Why Outsourcing Makes Sense

Outsourcing marketing communications provides companies with access to a full range of expertise, tools, and strategies typically found in a dedicated in-house marketing department, without the need to hire and manage a team of specialists.

For businesses that haven’t yet built a complete marketing department, the demand for a variety of marketing skills starts from day one. Even small but ambitious companies need comprehensive marketing support, and it’s often a challenge to fulfill all of those needs with just one agency or a single marketing professional.

At Next-Mark, we understand the value of outsourcing because it allows companies to scale their marketing efforts quickly, adjusting to their evolving needs as they grow. Whether it’s digital marketing, branding, content creation, or data analysis, a full-service marketing partner can deliver the expertise required without the overhead of hiring multiple full-time employees.

Save Time and Focus on What Matters

Marketing communications demands a significant amount of time and expertise. From brainstorming fresh content ideas and managing ad campaigns to engaging with customers on social media, it’s a full-time job. If you’re finding it difficult to juggle marketing and communications responsibilities alongside other priorities, outsourcing could be the solution. It frees up your time, allowing you to focus on what you do best while ensuring your marketing is in expert hands.

Save Money with Easy Access to Tools and Technologies

Marketing communications agencies invest heavily in specialized tools and technologies, like Google Analytics, to deliver expert services to their clients. By outsourcing your marketing, your business gains access to these advanced tools without the need for a large financial investment. These technologies can be expensive and require skilled professionals to utilize them effectively. Partnering with an agency lets you tap into these resources at a fraction of the cost, offering significant savings in both time and money.

Launch Campaigns More Quickly

Outsourcing your marketing communications allows you to hit the ground running. Building an in-house team takes time—recruiting, hiring, and training can delay your marketing efforts. With an agency, you gain immediate access to a fully equipped team, ready to implement strategies and drive results from day one. This means you can quickly adapt to market trends and start seeing measurable outcomes without the long wait.

An Outside Perspective is Crucial

Hiring an external marketing communications agency can be a game-changer for your business, offering fresh insights and creative solutions that your internal team might overlook. Staying ahead of the competition is key and outsourcing allows you to tap into the expertise of unbiased professionals that can help elevate your business and keep you ahead of the curve.

A Successful Marketing Communications Firm can Boost Your Competitive Edge

To achieve maximum impact, a successful marketing strategy requires careful planning and innovative storytelling, all while aligning with your brand’s identity and goals. However, you may lack the internal bandwidth to manage these complex tasks effectively while balancing other business priorities. After all, crafting a strategy that resonates with your target audience and maintains consistent messaging across all channels takes time and expertise. Without the right resources, it’s easy to become overwhelmed, and marketing efforts can fall short of their potential.

Make Sure ROI–Return on Innovation–Is Part of Your Strategy

Choosing the right external marketing communications firm can be challenging, but one key factor to focus on is how the agency approaches creativity and innovation. While staying on top of current trends is important, truly effective marketing is about rethinking and refreshing traditional strategies to make them more impactful and relevant.

An innovative marketing communications agency goes beyond simply analyzing trends—it digs deep into understanding the needs, desires, and behaviors of your target audience. Innovative marketing also involves developing new approaches, whether that’s launching a product in a unique way, experimenting with creative strategies, or crafting standout promotional campaigns. It’s about finding fresh perspectives, refining existing processes, and thinking outside the box to drive results that set your brand apart.

Consistent Communication and Support

One of the key advantages of working with a marketing communications agency is the level of regular communication and support you receive throughout the process. Agencies prioritize clear and efficient communication, offering multiple channels such as phone calls, video conferences, emails, and other tools to ensure you’re always in the loop.

Typically, agencies schedule weekly video meetings with a dedicated project manager, providing an opportunity to review the current status of your campaigns, analyze results, and discuss the next steps. These meetings serve as a collaborative space where you can address any questions, share feedback, or suggest new ideas. 

As you can see, outsourcing your marketing communications efforts offers significant advantages, particularly for businesses looking to scale quickly and efficiently. By partnering with a full-service marketing agency like Next-Mark, you gain immediate access to a diverse range of expertise, tools, and strategies typically found in a fully staffed in-house marketing department—without the burden of hiring and managing a specialized team. 

Whether you’re just starting to build your marketing infrastructure or need a flexible solution to support your growth, outsourcing ensures that all your marketing needs are met, from digital marketing and branding to content creation and data analysis. 

This approach not only saves you time and money but also empowers your business to stay agile, adapt to market changes, and drive results. With Next-Mark as your partner, you can focus on what matters most—growing your business—while we handle the marketing that makes it all happen.

At Next-Mark, we have curated numerous client brand stories since 2005. If we can help, please contact us at 941.544.2765 or at info@next-mark.com.


We’ve been eagerly anticipating sharing our newest Lookbook! Out now!

Kristen Lundy Blog

A Crisis Communications Plan Can Save Lives

A Crisis Communications Plan Can Save Lives

With communities across the nation still reeling from the unprecedented impacts of Hurricanes Helene and Milton, it’s a sobering reminder of the vital need to have plans in place to easily and effectively communicate with your clients, citizens, constituents, residents, and more.

Local, state, and national governments have established crisis communication strategies ready to active in response to such deadly storms, which tragically have wreaked havoc across multiple states in just three weeks. It’s essential for you to have similar preparations in place.

A well-crafted plan ensures that timely and accurate information reaches those affected, helping to build trust and support recovery efforts. It also builds confidence in your brand, strengthens connections, and most importantly, saves lives. 

Here are some important elements to consider when developing or enhancing your crisis communication strategy

Assemble Your Team

Start by forming a dedicated crisis communication team tasked with monitoring situations, developing messages, and responding swiftly to emerging challenges. This team should be comprised of individuals with diverse skill-sets, including public relations, crisis management and media communications, to ensure a comprehensive approach to handling crises. By establishing clear roles and responsibilities, the team can operate efficiently, allowing for quick decision-making and effective communication both internally and externally. 

Identify Clear Objectives

Next, define specific goals for your crisis communication strategy. Key objectives include ensuring public safety by disseminating critical information, providing timely updates to keep the community informed, and maintaining transparency to build trust. Clearly outlining these objectives helps prioritize actions, streamline communication efforts, and ensure that all messages align with your overarching goals during a crisis.

Focus on Target Audiences and Message Consistency

Identify who needs to receive information—such as clients, citizens, employees, and stakeholders—and tailor messages to their specific needs. By understanding the unique concerns and preferences of each group, you can enhance engagement and ensure clarity. Additionally, ensure key messages are consistent across all channels to avoid confusion and misinformation, which can undermine trust and response efforts. 

Understand which Communication Channels Reach Your Desired Audience

Establish multiple platforms for disseminating information, including social media, websites, email alerts, and local media, to effectively reach your audiences. By utilizing a diverse array of channels, you can ensure that critical updates are accessible to various demographics and preferences, maximizing engagement and information retention. 

Social media allows for real-time updates and interactive communication, while websites serve as a central hub for detailed information. Email alerts can provide direct and timely notifications to subscribers, and local media can amplify messages to reach those who may not be online. And, sometimes, communicating face-to-face can be the most impactful of all. 

Remember: HOAs Can Also Serve as Primary Emergency Communicators

HOAs are essential for community safety during emergencies, acting as the primary communicators for residents. They quickly disseminate important information about disasters and coordinate with local agencies. They can also organize preparedness initiatives, manage resource distribution during crises, and provide support and information for recovery efforts. By serving as a vital link between residents and emergency services, HOAs help keep communities informed and ready to respond effectively in times of need.

Don’t Forget Empathy and Emotional Support

Recognize feelings of fear and anxiety. Encourage community support, open dialogue, and share coping strategies. This approach fosters understanding and empowerment during challenging times. Also, and maybe most importantly, don’t forget to follow up. We should care about each other at all times, not just during a crisis. 

Take Time To Do A Post-Crisis Review

Let these two catastrophic storms be continual reminders of the importance of crisis communication and the role your brand or organization plays in the lives of your stakeholders. 

Preparation, identification, and response are the key components to a successful crisis communications plan. It’s vital to build your team and plans well in advance because just like preparing your home for a crisis, these steps need to be taken NOW not when a crisis strikes. 

The Next-Mark team has extensive experience managing crises for clients. Let us help you create a crisis communications plan so you have one less thing to worry about when an issue arises. Connect with us!

At Next-Mark, we have curated numerous client brand stories since 2005. If we can help, please contact us at 941.544.2765 or at info@next-mark.com.

Kristen Lundy Blog

Keep An Eye on Developing Brand Strategies Heading Into 2025

Keep An Eye on Developing Brand Strategies Heading Into 2025

As we rapidly approach 2025 we can take stock of what worked for brand strategies so far this year and, maybe most importantly, what could be more of a focus moving forward. Artificial Intelligence will, for better or worse, continue to be part of, if not entirely dominate, the conversation. But there’s no denying that the branding and marketing landscape will continually transform at a rapid pace, so what do we need to keep an eye out for?

Focus on Authentic Storytelling

Showcasing the human side of a business or product is a natural way to connect with audiences. Just as familiarity, emotion, and positivity strengthen personal relationships, they can also build stronger connections in a professional context. When people see the human side of a brand, they’re more likely to relate to and engage with it.

Embrace the Experience Economy

In a landscape where influencers are shaping consumer perceptions through immersive experiences, brands have the chance to take charge of their own narrative. By designing compelling and memorable experiences, and strategically partnering with influencers, you can create a powerful and engaging brand presence that resonates with today’s experience-focused consumers.

Respect for Privacy

Brands that prioritize consumer privacy and strict data security can stand out and build stronger, more loyal customer relationships. With growing data privacy concerns, emphasizing transparency and ethical practices will provide a competitive edge, as trusting secure data management is crucial for a strong reputation.

Stay Loose

Agility is crucial in branding, as it can determine a product’s success or failure based on your responsiveness and ability to adapt. It requires a solid strategic foundation combined with the flexibility to embrace new ideas, channels, and messages. An agile brand views change as an opportunity for growth and innovation, ensuring it remains relevant over time. After all, an adaptable brand is a relevant brand.

Understand how to build inclusivity.

First and foremost, avoid clichés and don’t pander. Embracing diversity in branding is more than showcasing diverse individuals or checking boxes. It’s about reflecting and connecting with your audience in an authentic way. Inclusive marketing should build genuine connections between the brand and consumers. Engaging in ongoing, meaningful conversations can make your brand not only relevant but also a part of a larger cultural shift.

Localize your Brand

No matter the size of the brand—global or local—it all began with a local audience. When creating a campaign, keep this local perspective in mind. Tailoring your message to local communities shows your connection and flexibility. Localization is also key for overcoming cultural barriers in new markets and demonstrates your ability to connect with the widest range of constituents.

Your Brand Is Generational

The principle “the right information, to the right people, at the right time” is crucial for both emergency management and reaching different generational groups. To enhance your focus, tailor messaging and branding to the specific needs and preferences of each generation. By delivering relevant information at the right moments, you can engage effectively with each age group and build stronger connections. Ensure that your product or initiative is clearly communicated as valuable to multiple age groups, helping them understand its significance.

Learn from AI

We often let AI handle the thinking for us, but it should serve as a guide. As a data-gathering tool, AI provides valuable insights, analyzes trends, and generates content, helping us understand patterns and make informed decisions. Using AI this way enhances our strategic thinking and decision-making while keeping us in control. AI is a valuable partner, but it’s not the decision-maker.

By embracing current trends and staying alert to new ideas, you can ensure your brand remains relevant and engaging, positioning itself as a leader in innovation and customer experience. Staying ahead of shifts and adapting to marketing changes will help you build stronger connections with your audience, enhance your brand’s credibility, and foster long-term loyalty in a competitive digital landscape.

At Next-Mark, we have curated numerous client brand stories since 2005. If we can help, please contact us at 941.544.2765 or at brandstory@next-mark.com

Kristen Lundy Blog

NEXT-MARK EARNS MULTIPLE FLORIDA PUBLIC RELATIONS ASSOCIATION GOLDEN IMAGE AWARDS

Local agency receives Award of Distinction and Judges’ Award at 2024 Summit in Tampa

SARASOTA, FLORIDA (August 23, 2024) – Sarasota-based marketing and communications firm Next-Mark earned two prestigious honors at this year’s Florida Public Relations Association Golden Image Awards. The agency was presented with an Award of Distinction and a Judges’ Award during the annual summit held in Tampa.

The Golden Image Awards are recognized as the hallmark of excellence in public relations. Winners of this prestigious competition demonstrate the very best examples of innovation, planning, and design. The Judges’ Award is presented to entries that achieve impressive return on investment, while the Award of Distinction is presented to entries that meet a set standard of excellence.

Next-Mark’s campaign was recognized under the integrated marketing campaign category. The category is for any program incorporating public relations strategies and tactics as part of an integrated campaign, and demonstrating effective integration with other communication disciplines.

According to Next-Mark President and Founder Joseph Grano, these awards further highlight the firm’s ability to create cohesive, multi-channel strategies that deliver outstanding results for their clients. The campaign’s success brought significant visibility and business growth to their Sarasota-based client.

“Receiving these awards is a tremendous honor. This recognition underscores the continued dedication to the excellence, innovation and professionalism our team brings to every project. It’s a testament to the power of integrated marketing and the incredible results that can be achieved when strategy and creativity come together,” Grano said.

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About Next-Mark, LLC

Next-Mark, LLC is a full-service, award-winning marketing communications agency based in Sarasota, FL. It helps business leaders beat their growth targets by delivering better competitive insights, more powerful branding, stronger strategies, and faster results. Breaking away from the constraints of traditional marketing service organizations, the Next-Mark team facilitates new conversations about a client’s brand, integrating 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, hospitality and entertainment, technology, tourism, retail, destination, real estate, environmental, marine products, and tourism. With clients from California to South Africa, its roster includes industry leaders such as Comcast/NBC, LexisNexis, Elsevier, Nuance Communications, CMX/Cinebistro, along with Florida-based clients including The City of Sarasota, DWYLA Landscape Architects, John Cannon Homes, Willis Smith Construction, St. Armands Circle, Sweet Sparkman Architecture and Interiors, Michael Saunders, Yarnall Moving and Storage, CitySide Apartments, and Barancik Foundation, among others. For more information, visit its website at www.next-mark.com.

About the Florida Public Relations Association (FPRA)

The Florida Public Relations Association (FPRA) is the oldest public relations organization in the United States, founded in 1938. FPRA is dedicated to enhancing the professional development of its members, who represent a wide array of industries across the state. Through its commitment to education, networking, and advocacy, FPRA strives to advance the public relations profession by promoting ethical practices, encouraging innovation, and fostering the growth of public relations professionals. The association hosts various events, including its prestigious Golden Image Awards, which recognize excellence in public relations throughout Florida. With chapters throughout the state, FPRA provides its members with unparalleled opportunities to connect, learn, and lead within the dynamic field of public relations. For more information, visit www.fpra.org.

Kristen Lundy Blog

A Crisis Communications Plan Will Help Your Business in Its Greatest Time of Need

A Crisis Communications Plan Will Help Your Business in Its Greatest Time of Need

It’s easy to think that a crisis communications plan is solely for disasters either natural or man-made. But the reality is regardless of the organization, business or individual, a crisis communication plan is a crucial piece of an overall business strategy. This doesn’t mean you need to predict the future, but it does mean you need to create a path to move forward should a crisis ever arise.

A crisis communications plan really comes down to one thing: preparation. Many overlook the need for one because they either haven’t been faced with that type of scenario yet or, worse, they’re of the mindset they’ll never be impacted by a crisis. These few tips will help to explain what a crisis communication plan looks like, some of its crucial pieces, and why preparation is better than scrambling when a potential crisis rears its head. Here are a few things to consider:

Let’s dive in!

1. What’s the value of having a crisis communications plan?

A crisis communications plan puts you in a position to respond to a crisis in a timely and efficient manner. Just like a governmental agency responding to weather events like hurricanes or floods, you will have to respond to a host of stakeholders who are looking to you for answers. Show your leadership team the advantage of thinking ahead.

2. Identify stakeholders.

This is often one of the most crucial pieces of a crisis communications plan because stakeholders are your audience. Forming a messaging strategy is incredibly difficult if you don’t identify who you’re speaking to, and you will waste your time, or even exacerbate the problem. Identifying stakeholders ahead of time helps to focus the plan and tailor to your business’s needs. 

3. Talking points are your friend.

The press is calling, investors, customers, supporters and detractors are all knocking at your door for answers. How are you supposed to respond?

Crafting a set of talking points can help to ease the stress by using succinct, simple and direct messaging. They help to keep you on subject, and provide responses that don’t require interpretation and instead focus on consistency. A template for these talking points can be developed ahead of time and then tweaked as needed for individual situations. Don’t get caught with nothing to say. Not responding can often be more damaging than the crisis itself.

4. Develop a fact sheet.

 Of all crisis preparation this could seem like the most tedious, but really, it’s a way to have a one-stop depository of information to provide to stakeholders. In times of crisis stakeholders often get lost in misinformation or even their own emotional response, so it’s more crucial than ever to discern between what’s true and what’s false. Grounding your facts also grounds the situation. Fact sheets can be developed in conjunction with talking points and social media responses to create less work and keep your messaging consistent.

5. Understand the proper social media response.

A post or response on social media that was neither strategized nor focused can often create an entirely new crisis for you to unravel. It’s important to understand who your audience on social media really is and how, or if, they differ from traditional stakeholders.

For instance, an individual who follows your channels may be familiar with your product but have no knowledge of the challenges you are facing or why. Falsehoods spread like wildfire, so don’t assume followers have a larger or more informed understanding of the situation. Take the time to consider them as an entirely different audience and craft messaging that remains consistent but contains added detail. This will bring context and knowledge to those who may not have it. And, if traditional stakeholders are also social followers, it’s yet another opportunity to keep them informed.

6. Stay realistic and strategic.

It’s important to know there is no hard and fast end date to a crisis. They are not 8 a.m. to 5 p.m. problems that exist only within the work week. Your crisis communications plan will likely solve any immediate needs if thoughtfully prepared and executed. But, while the worst may have passed, there’s still more to do. Countering negative with positive is part of crisis communications, but keeping that positive conversation going is just as crucial. One way to approach that process is to…

7. Learn from successes and mistakes.

When the immediate threat of a crisis dissipates, government officials conduct what they call a “hot wash,” a process in which they critique their response with open, honest conversation and observation. These same conversations need to be had with your leadership and within your team to determine what to keep in your crisis communications plan, and what to improve. Nothing is perfect, especially in times of crisis. Yet, there’s much to learn if you take the time to do so. And doing so will ensure you’re prepared should these plans need to be activated again in the future.

Remember:

Preparation, identification, and response are the cornerstones of a crisis communications plan. Working with your team, building those plans from the ground up, and realizing that now is the time to prepare, not when the crisis is unfolding, is equally important. You might not think it right now, but you need to be ready.

The Next-Mark team has handled our share of crises for clients. Let us help you develop a crisis communications plan so there is one less thing to stress about when a situation does arise. Connect!

At Next-Mark, we have curated numerous client brand stories since 2005. If we can help, please contact us at 941.544.2765 or at brandstory@next-mark.com.

Kristen Lundy Blog

7 Steps to Craft a Compelling and Authentic Brand Story

7 Steps to Craft a Compelling and Authentic Brand Story

A brand story is a narrative that encompasses the history, values, mission, and purpose of your brand. It goes beyond just the products or services offered by your brand and delves into the emotional connection it aims to create with its audience. A brand story typically communicates the essence of your brand, illustrating what sets it apart from competitors and why stakeholders should care about it.

A compelling brand story helps to humanize your brand, making it more relatable and engaging to consumers. It can create a sense of loyalty and connection among customers, as they resonate with the brand’s values and mission. A well-crafted brand story can also help to differentiate the brand in a crowded marketplace and establish a unique identity that sticks in the minds of consumers.

Overall, a brand story is a powerful tool for building brand awareness, fostering customer loyalty, and shaping the perception of the brand in the minds of consumers.

Developing a brand story involves several key steps to ensure that the narrative effectively communicates the essence of the brand and resonates with the target audience. Here are the steps typically involved in developing a brand story:

1. Curate Your Brand Identity

  • Start by defining your brand’s mission, values, and unique selling proposition.
  • Understand what sets your brand apart from competitors and what value you offer to your customers.

2. Know Your Audience:

  • Identify and understand your target audience, including their demographics, preferences, and behaviors.
  • Consider what kind of story would resonate with your audience and how it can address their needs and aspirations

3. Launch Research Initiative:

  • Conduct market research to gather insights about your industry, competitors, and consumer trends.
  • Use customer feedback, surveys, and interviews to understand how your brand is currently perceived and what aspects of your brand resonate with customers.

4. Craft Your Brand Story:

  • Develop a narrative that reflects your brand’s history, values, and mission.
  • Create a compelling story that connects emotionally with your audience and communicates the essence of your brand.

5. Choose Your Brand Voice:

  • Define the tone and voice of your brand story, ensuring it aligns with your brand’s personality and values.
  • Determine whether your brand voice is casual, professional, authoritative, playful, etc.

6. Create Consistent Messaging:

  • Ensure that your brand story is integrated into all aspects of your brand’s communication, including marketing assets, website content, social media posts, and customer interactions.
  • Maintain consistency in messaging to reinforce your brand story and build brand recognition

7. Test and Refine:

  • Test your brand story with additional research or through feedback mechanisms to gauge its effectiveness.
  • Continuously evaluate and refine your brand story based on customer feedback and market insights.
Kristen Lundy Blog

The Top 10 Questions We Get Asked as a Marketing Communications Agency (and the ones you should be asking)!

The Top 10 Questions We Get Asked as a Marketing Communications Agency (and the ones you should be asking)!

A marketing communications agency can be a powerful partner, but when considering a partnership with one you should take care to do your research first. How do you find the right one? Here the top 10 questions you should be asking when engaging a marketing communications agency to provide the most insights into whether they can provide you with results and most importantly, whether they’re a good fit for your business. Let’s dive in!

1. What is your process for developing a marketing strategy tailored to our business?

Understanding how a marketing communications agency crafts strategies for each client speaks volumes about their approach and effectiveness. The key lies in truly delving into a client’s story and who they are as a brand. It starts with asking about their business, grasping their narrative—this lays the groundwork for tailoring a marketing strategy that resonates. So, when you inquire about their process for developing such strategies, you’re not just seeking a checklist; you’re evaluating their depth of understanding. It’s about ensuring they align with your business goals, dive into your target audience and competitive landscape, infuse innovation, and prioritize measurable outcomes.

2. What specific strategies can you implement to increase our brand visibility?

In today’s world, there’s no shortage of marketing tools, but what truly matters is not simply having them to play with but knowing how to wield them effectively and adapt them in real-time. It’s all about understanding the purpose behind each strategy and how they contribute to your goals. So, when you ask about specific strategies aimed at boosting brand visibility, you’re probing their creativity as well as their strategic prowess. It’s about verifying they can think outside the box to elevate your brand’s presence, tap into new audiences, and propel your growth forward.

3. How can you help us reach our target audience more effectively?

When you ask a marketing communications agency how they can assist in reaching your target audience more effectively, you’re tasking them with addressing one of the biggest challenges for any business: connecting with their audience. By acknowledging this challenge, you’re signaling to the agency the importance of their role in overcoming it. It prompts them to exhibit their expertise in understanding your audience’s nuances, selecting the most appropriate channels and messaging, optimizing campaigns based on data insights, and continuously refining strategies to maximize engagement and conversions. It assesses their ability to customize their approach to resonate with your specific audience and achieve your business objectives.

4. How will you measure the success of our marketing campaigns?

This is really two questions in one. Inquiring how a marketing agency will measure the success of your campaigns asks them to outline their methodology for ascertaining the impact of their efforts. It leads them to discuss the metrics they prioritize, such as conversion rates, ROI, website traffic, engagement levels, or customer acquisition costs, and how they track and analyze these metrics over time. It underscores the importance of not only implementing campaigns but also measuring their effectiveness and adjusting strategies based on data-driven insights, certifying your marketing efforts are yielding concrete results.

5. What is your approach to content creation and distribution?

When you ask a marketing communications agency about their approach to content creation and distribution, you’re essentially investigating into their commitment to delivering high-quality, tailored content that connects with your audience. This question gets them to discuss their creative process, emphasizing how they craft content uniquely tailored to your business’s voice, values, and objectives. Furthermore, you’re interested in their distribution strategy — how they make certain your content reaches the right audience through channels carefully selected to align with your target demographic and business goals. It goes beyond a standard content production plan; it proves their dedication to producing exceptional content that reflects your brand identity and drives meaningful engagement with your audience.

6. Can you provide case studies or examples of past successful campaigns similar to what we’re looking to achieve?

Requesting case studies or examples of past successful campaigns comparable to your objectives is essential. Such evidence showcases the agency’s expertise and track record, providing proof of their ability to deliver results. In addition, reviewing these case studies offers how they may apply proven techniques to your campaigns, aiding in the alignment of expectations and risk mitigation. Ultimately, it enables you to make a well-informed decision about partnering with an agency that has an established history of achieving goals similar to yours.

7. How do you stay updated with the latest trends, technologies, and changes in the marketing landscape?

To gauge a marketing agency’s effectiveness, look at how they stay relevant. This involves staying updated with trends, technologies, and changes in the marketing landscape. Asking about their strategies for staying ahead of the curve gives rise to discussions on their commitment to learning and innovation, be it through conferences, professional development, publications, or digital tools. It displays their proactive approach to adapting strategies and embracing emerging technology for your business’s benefit.

8. What is your process for communication and collaboration throughout the duration of our partnership?

People value trust and enjoyable experiences when they enter into a partnership. How an agency fosters transparent, efficient, and productive working relationships is crucial. You want them to detail their communication channels, update frequency, and feedback solicitation methods. Additionally, you’re keen on how they keep alignment and accountability, whether through meetings, tools, or account managers. This gauges their commitment to open dialogue, proactive problem-solving, and fostering a collaborative atmosphere for mutual trust and success in the partnership’s duration.

9. Do you offer integrated marketing services, and how do you ensure consistency across different channels?

Integrated marketing services and consistency across channels ensures a cohesive brand experience for your audience across various touchpoints, maximizing the impact of your marketing efforts. A good agency knows maintaining consistency across channels is critical to building trust and credibility with your audience, and it’s their job to harmonize your brand’s message with every piece of content. You need to guarantee your brand’s identity remains intact across various platforms, reinforcing its impact and resonance with your target audience.

10. What sets your agency apart from others, and why should we choose you?

Finally, this may seem extraneous, but it delves into the unique value proposition of the marketing agency and helps you understand why they stand out in a crowded field, uncovering their distinctive strengths and advantages over competitors. This enables you to make an informed decision based on their expertise, track record, or innovative approaches that align with your marketing objectives. Moreover, it assists in determining if the agency is a good fit for your business, ensuring that their capabilities align with your needs and goals.

Don’t do it alone. Reach out to us for a marketing partner with two decades of propelling of clients’ brands forward. If we can help, contact us at 941.544.2765.

Kristen Lundy Blog

Influencers, Gen Z, and their impact on the Marketplace

Influencers, Gen Z, and their impact on the Marketplace

Micah Katz, Marketing Intern

In today’s digital landscape, we are bombarded from the time we wake up to the time we go to bed. This constant exposure shapes our preferences and influences our purchasing decisions.

At the forefront of this advertising onslaught are influencers, whose numbers have grown exponentially since the pandemic and have amassed huge followings on social media platforms. They wield immense power, and their curated lifestyles and products create a sense of aspiration and desire among their followers.

This has become a key strategy for brands looking to reach younger audiences. Their influence on Gen Z’s social media personalities cannot be overstated. They portray a glamorous lifestyle that, when examined, creates a sense of inadequacy among those who don’t understand that an influencer’s life is based on half-truths and deception. Companies and brands are able to profit from these half-truths because people are more likely to buy products due to word-of-mouth marketing.

The profitability of influencers is only going to grow. Being able to capitalize on those that would do almost anything to make money has allowed companies to grow exponentially, especially with how spending has unparalleled convenience and access in this digital age. As this symbiotic relationship between brands and influencers continues to grow, it’s important to ask how it will affect us in the future.

While navigating this digital landscape, we must evaluate the impact of influencers on our choices and strive to maintain a healthy balance between aspiration and reality. Businesses profit from cheaper means of advertising, which leads us to figure out where this new way of marketing will lead us. Businesses will continue to sell, our consumerism will only grow, so we must find a way to keep the world in check. It might be stricter limits on sponsorships online or a shift with the coming TikTok ban, either way, it will be worth keeping an eye on.

Publication Links:

https://www.nytimes.com/article/tiktok-ban.html

https://hbr.org/2023/05/how-brands-and-influencers-can-make-the-most-of-the-relationship

https://www.forbes.com/sites/jiawertz/2022/05/30/the-impact-of-influencer-and-word-of-mouth-marketing/?sh=4bf39641482a