It’s always a challenge to not come across as preachy, but rather to provide a moral compass to what you do in business. In an age of change and challenges, how do we take the high yet profitable road as marketing professionals and business leaders? Through experience, I have learned that the choices we make, the example we set and the values we uphold are recognized and often times applauded by all internal and external stakeholders.

Marketing is a very powerful tool, but like any business practice, it needs to be guided by a system of values driven by what is right and what is wrong. Your judgment is more than a barometer; it embodies who you are and what you stand for. The end game is to transcend persuasive messaging and provide a message that adheres to your organization’s belief system. This system must be more than a moral compass but embody the essence of your brand.

Here are some guiding principles to remember:

• Stick to your core competencies. If you focus on what you do best, it will always translate into not only the greatest and most profitable path, but also one that is responsible and in the best interest of your clients. As we see many times in business, brands that trade down their product offering for a cheaper alternative or dilute their brand promise often fail or suffer a setback.
• Stay on message. It is critical to develop a messaging strategy that aligns with your unique values. This will keep your content in check and ethical yet still persuasive and engaging.
• Be careful of short-term gains. Remember your short-term decisions will have long-term consequences. Every message you curate or campaign you launch will create a legacy for your brand. Companies that try to create shockwaves in the market or spend resources just for attention oftentimes lose their long-term momentum or dilute their equity in the marketplace. Choose wisely.
• Protect your brand assets. Your brand is your essence; it embodies who you are and what you stand for. Be an exceptional steward for your brand and it will translate into an appropriate and compelling brand story.
• Give back. Remember to give back not only to the greater community but also to your team and clients; these are your real assets that need to be nurtured and protected. Your rapport with them needs to be open, honest and authentic. They are looking to you for guidance and support – it’s a responsibility that needs to be embraced.
• Remember it’s not always about you. As marketers, we spend a lot of time touting our offering and forget we would be valueless without our clients. It’s critical to first think about your clients and their needs before your own and how they will benefit from our offering. Our clients are not only critical assets but are valuable partners.
• When times get tough, it’s time to start listening. It may be time to embark on a listening tour to gauge how you’re being perceived and solicit candid feedback from your sphere of influence – both internally and externally.
• To earn respect, you must give respect. Remember that to gain the respect of others, you must first earn it. This can be accomplished by solid communications and managing expectations of all influencers. The result will be worth the effort and will resonate with all of your public audiences.

Taking the high road may not always be the most profitable one, but in the long run, you will win the race. As professionals, we are responsible for what we market and how we market it. Ultimately, we must own the choices we make and sustain a profit in the process.

This post was featured on Forbes.com

Keeping marketing communications fresh is always a conundrum for business professionals. To do this, you must continually bring new vigor and energy to your strategies. The rumblings heard most in marketing communications today are about the need for innovation and ideation that not only bring awareness but create new revenue growth. Here are some insights to consider as you build your marketing communications roadmap for the rest of the year.

• Nurture your brand asset. Your brand is your No. 1 asset and the core of everything you do. Your unique brand identity and the values tied to it will continue to be the primary drivers of your business and its success. From always staying true to your brand promise to refreshing your brand playbook, a focus here will help take you far. It’s critical to understand the essence of your brand in order to create a sustainable brand promise. Specifically, brands need to be dynamic and continually reinvented to represent an authentic and timely story. Whether it’s your visual brand identity or your brand promise, your brand is a reflection of who you are as an organization, not simply what products or services you offer.
• The buck stops with messaging strategy. Without a messaging strategy that sets you apart from your competition, all the words in the world can’t help you succeed. Think key messages and support points, solutions that meet needs, and benefits rather than features. Without a strategy in place, you cannot deliver the consistency in messaging that is central to staking out your territory and building your business. If you don’t have a clear messaging strategy in place, it’s critical to embark on a formal or informal process with stakeholders to create a messaging platform that will resonate with your audience.
• It may be time to consider a social media makeover. Your business has probably been on social media for a while now, so you have history and analytics to measure what is or is not working and the platforms that are and are not right for you. Make the needed changes early, while planning your overall marketing strategy. Although there are many emerging social media sites, it may be time to fine tune what you already have in place by reinvigorating your message, expanding your audience or refreshing your visual presence on that platform. Most importantly, invest in your social content with compelling, fact-based and shareable information, rather than just churning the same content over and over again.
• Be aware of the “fluff factor.” It pays to do a “fluff check” to ensure that your messaging and communications are depending on more than superlatives (and, heaven forbid, hyperbole) to convey the value of your products and services. Replace useless adjectives with solid benefits. Be careful of overstating or exaggerating your offering and then later trying to defend your position. Authenticity will always resonate with your audience.
• Make innovation a part of your marketing DNA. Innovation has made its way back into the buzzword lexicon as a prized attribute. The world is changing quickly, and people want to align themselves with businesses that not only keep up with change but also anticipate it. It’s worth asking: Are you missing a chance to position your product or service in this light? If so, what course will you follow to correct this deficit and what resources need to be dedicated to move to the next level of innovation?
• Optimize your trade show presence. With trade shows today, less can equal more as companies are being far more strategic in their choice of venues and closely tracking their costs per lead. By putting increased focus on pre-show traffic generation, successful companies are ensuring worthwhile exhibition experiences. They key to your success will be in how you engage your audience prior to the event versus just showing up and expecting to generate traffic. Instead, spend time on pre-show targeted communications, social media posts and appointment setting prior to the event.
• Make your events strategic. Whether events are external or internal, they require consistency in messaging and energy behind message delivery. Event management requires the same strategic methodology as all your communications, ensuring you take advantage of each and every opportunity to establish your brand identity. At the core of every successful event is a comprehensive project plan with a flow of activities and objectives; without this in place, your event will just be another date on the calendar and not a true networking or relationship building endeavor.
• Content still matters. Tired of hearing that “content is king”? Then think of it as your servant – a means to share your expertise and solidify your industry knowledge in a helpful way. Content helps you prove what you say about yourself with white papers, case studies, how-to videos, fact sheets, etc. Once a theoretical concept, content management is now a marketing necessity.
• Align with the experts. There’s an art to knowing what you don’t know and it’s as important in marketing as it is to any endeavor. Every organization should ensure that its core competencies in marketing align with its tactics and goals and seek outside experts when needs and skills don’t match up. It’s the best way to save time and money while protecting your professional image.
• Build partnerships. Are there strategic marketing communications partners just waiting to join forces with you to further both your businesses? It’s quite possible there are and teaming up with those organizations can produce exponential benefits. Whether it’s a local complementary business partner or a national high-end entity, the whole will always be greater than the sum of its parts.

This article by Joseph Grano was recently published on Forbes.com.

Just as the shoemaker’s child goes barefoot, marketing agencies sometimes forget to employ the same customer experience tactics for themselves that they do for their clients. That is, they get so wrapped up in the work that they forget to build the relationship. Then, at the end of the project or contract, while the client may walk away happy – he or she may also walk away forever.

That’s because the work is not enough.

Clients expect you to do good work when they hire you. Unfortunately, they may think anyone they hire can do the same caliber of work, so it doesn’t really matter whom they choose.

That’s why you have to make yourself the obvious choice, every time and all the time.

Often, it boils down to adherence to the Four Cs: Communication, Collaboration, Creativity and Commitment. And, while it may seem simple, their navigation actually is about as easy as a tightrope walk.

Communication is more than just keeping in touch. It is an ongoing process of give and take, but giving and taking in a way that is non-disruptive for both your organization and the client. That’s why a front-loaded system works best; that is, a strategic look at what already is being said and the goals of, and agreement on, new messaging. This reduces the need for meetings and constant wheel re-invention, enabling all to spend their time more productively and in a less stressful way. How does this create a strong relationship? With this approach, you become the archivist – the person/group that already has the informational foundation from which to launch more, and new, campaigns.

Collaboration, while easy to define, is definitely not a one-size-fits-all proposition. Some clients are more hands-on; others are more than happy to let you take the wheel. It all comes down to each client’s specific rhythms and comfort zones. It also ties in with what some call a concierge strategy, which focuses on providing exemplary service, advice and guidance to meet a wide variety of immediate needs. In marketing, however, it also involves taking the time to listen and understand the client’s long-term goals, marrying that with any episodic requests or one-off projects in order to promote a cohesive marketing effort. The best collaborations fall into the middle of the extremes, based on the mutual trust and respect that form the foundation for productive interactions.

Creativity, of course, is key – but not just for creativity’s sake. It is a sad fact that some agencies can get so caught up in the dazzle that they forget the message. The point is to make the client stand out in its market and industry, but in a good way and a way that builds and maintains momentum. We all have commercials we love but we couldn’t name the sponsor if our lives depended upon it. That’s why it is so important to help clients develop creative strategies that align with their business goals and generate a sustainable conversation about their brands.

Commitment, on the other hand, is one area in which it’s all right to be a little self-centered, nurturing a passion to do your best work at all times and pride that will allow you to do no less. This may sound like a no-brainer and it is – in the most literal way.

That’s because true commitment is a product of the heart, truly caring about the client’s future and being proud to do your part.

Like any strong relationship, the creation of an exceptional client experience builds up over time and requires concerted effort. And, as in any relationship worth pursuing, it requires regular tune-ups to keep it strong and never taking the connection for granted. In marketing, that means assuring the client stays on course but not on automatic pilot, engendering the confidence and loyalty that keeps the bond strong.

Whether you are planning a small business meeting, dinner reception, a large-scale tradeshow presence or any other type of internal or external corporate event, there are important factors to consider. Whatever the event, however, the overall goal remains the same: developing and enhancing relationships. To help you achieve that goal, here are 10 best practices to guide you in creating corporate events that shine the best light on your organization and make others’ participation worthwhile.

1. Communications Strategy: Have a solid strategy for the event, with a clear view of what you hope to achieve. Make sure your message is clear. Tell invitees what they can expect at the meeting, who will be presenting and what they stand to gain. Tell them how they will benefit, that is, will it help them solve a problem, enhance their knowledge or skill set, access key leaders in the field or simply enjoy themselves? Plan your communication campaign well in advance, giving attendees plenty of time to learn about it and meet registration or RSVP deadlines. If you have a hotel room block secured, work backward from cut-off dates to build interest and fill rooms. Know your audience and the types of communication to which they most likely will respond. From on-line hype videos to old-school direct mail, put together an arsenal that will work for that audience and your event. And don’t forget about your post-event communications to further grow those relationships.

2. Vendors: Lock in third-party vendor contracts early in the process. You don’t want any question as to their commitment to your event. This includes the hotel room block, speakers (and their travel/ hotel accommodations), catering service, banquet space or restaurants, meeting space, transportation service, audiovisual equipment team, bartenders and whatever else it will take.

3. Content: Make your event count with fresh content. It’s important not to take your attendees out of their offices for events with the same information year after year. Ensure the material is new and relevant to their needs. Are there any new systems, products or strategies your attendees need to know about? Are there industry trailblazers from outside your organization who can offer new insights and inspire attendance? For external events, everyone from your company should be well versed on your core messages to assure that attendees walk away with a clear vision of your brand. Your brand strategy should be integral with the event, consistent in messaging from beginning to end.

4. Event Strategy: Organize the information. It really helps to have a dedicated employee to coordinate all logistics in one place. Having too many cooks in the kitchen can cause confusion. This person keeps track of guest arrival and departure times, travel information, hotel rooms, special requests, contact information, intel about each guest, meal choices, special needs or dietary restrictions, emergency contact information and any other important information. Once on site, make sure all staff helping with events has this detailed information readily available. Having all of this information in an organized binder with the manifest, extra copies of agenda (and having more than one copy of this entire binder) is extremely beneficial during the event, especially if it is large enough to require multiple staff members to run it. There is nothing worse than staff that cannot respond to a guest’s needs. Event staff members should be “walking information booths” who can answer questions or at least be able to look it up in an accessible place. Staff helpers should have regular meetings before an event to walk through every step of the event, work out wrinkles and assign clear responsibilities.

5. Attrition deadlines: When securing hotel accommodations, special attention must be paid to the attrition clause in the contract. Attrition can be a costly and unnecessary expense, as your organization will be held responsible for unused room nights. This can be avoided. A best practice is to offer incentives such as a discount for early reservations so you can meet your cutoff dates. Make the registration deadline a week to 10 days ahead of the cutoff so you can release any rooms from your room block by then. There will always be last-minute registrants trying to get their names on the rooming list, so you might want to leave a few rooms open.

6. Environment: The environment should be visually stimulating, comfortable and impressive. It also should match the intention of the meeting. How well you run an event is representative of how well you can run your business, and the ambience can paint a picture of the service prospects stand to gain. Some questions to be answered when attempting to roll out the red carpet within budgetary limits: Is the area and or seating comfortable? Is the temperature too warm, too cool? Will you provide a strong WiFi signal for the convenience of guests? Are the A/V tools you need for your meeting working correctly? If not, is there someone available who can assist so that your presentation runs smoothly and seamlessly? Are the bathrooms easily accessible and are there enough? Will you have a clean-up crew to manage trash? Have all of this sorted out BEFORE the event.

7. Networking: Sometimes conferences are so jam-packed that participants don’t have enough time for networking and engaging in important conversations that may come up. Don’t forget to carve out space for this. If offering a multiple-day conference, leave one night open for smaller group dine-arounds to provide networking opportunities. Always include a Q&A session. Consider small-group discussions to explore how participants might implement key strategies or takeaways from the topics and speakers.

8. Cost Control: With events, costs can get way out of control fast! One of the ways companies can stay within budget is by planning well in advance. Reserving a meeting space or room block well in advance is going to secure better pricing. Additionally, if you plan multiple events each year, you might consider establishing an agreement with a hotel or event space to secure a corporate rate, rather than a variable rate. If you’re ordering promotional giveaway items at your event, can you buy in bulk for multiple events to secure a better price-per-item ratio? If your audio-visual needs are too expensive, is there equipment you can purchase and set up on your own instead of renting? Food and beverage too pricy? Is there a deli that does a knock-out job on catering and food presentation? Cost-sensitivity for guests should be a consideration, as well. If your guests are responsible for expensing their own hotel and travel, choosing the right hotel is crucial.

9. Things to “Know Before You Go”: This is a necessary one-to-two pager you send to registered guests prior to the event, giving them detailed information. Participants need to know exactly what to expect when they arrive, where to go, start times, special instructions, etc. This should be emailed (or posted on an event website) a minimum of two weeks in advance. Include airport and hotel information (include WiFi codes), parking, transportation information, meal locations (and hours), dress code, items to bring, information on outings and, most important, contact info. Make sure to include the cell phone number and email address of the event coordinator’s and any other needed contacts. Is there an event station or registration booth they need to check-in with as soon as they arrive? Don’t leave them hanging for any part of the event, wondering what to do or where to be.

10. Making it Memorable: Do something that is unique, fun or thoughtful that will make them remember you. I once attended a barbecue reception at the Ritz, where I received a bottle of pork rub spices the sponsor had put together themselves, with The Ritz monogrammed on the container. I will always remember the event and the woman who prepared the bottles because it was such a nice touch. (I went home and made chicken that weekend with the spices, and it was delicious.) You might want to have a welcome committee greet attendees at the hotel (or pick them up at the airport) and give them a gift bag with a few essentials, such as bottled water, a small snack pack, notepad, pen and a giveaway branded item, such as a luggage tag, a voucher for a free glass of wine or appetizer somewhere within walking distance or a power bank to charge a cell phone. (Functional items are better than tchotchkes.) Ask yourself: What can you do for them that makes them feel like you know who they are and you care? The answer can take you far.

Written by Stephanie Heidemann

1. Companies will continue to wake up to the concept of content marketing with a renewed focus on thought leadership. They also will seek out the right people and right schedule for creating quality content that resonates and sparks a conversation about their brand.

2. Millennials will continue to rule. From leveraging in-store apps to creating ads that cater to that generation’s collective mindset, marketers will be thinking young.

3. Companies will spend more on social media, personalizing content, focusing their messages to smaller groups and, increasingly, mining and analyzing data from social channels to better target and time their outreach.

4. About that outreach: Video will continue its tremendous growth as the go-to vehicle for messaging, and content is expected to improve.

5. Events marketing and promotion will increase, as companies join the crowds, speaking to them in their chosen venues.

6. Some companies will tackle the complicated task of reaching consumers through all of the electronic devices they use daily, especially smart phones, working to assure the messaging fits the medium.

7. Marketers shouldn’t let email fall by the wayside in the flurry of new media and devices that will continue to explode.

8. Bloggers will retain their importance as influencers in certain niches and should be a valued part of outreach in those areas.

9. While (good) writing remains important, graphic designers will take on a heightened role, as consumer preference for visuals (slideshares, infographics, etc.) over text continues to grow.