Years ago, I was writing the script for a meeting that included the Deputy Secretary of the Treasury, or “DepSec,” as we said. The first time I used the abbreviation in the computer document, however, a box popped up that said, “Do you mean ‘dipstick’?”

No, I most certainly did not. And, besides, I’ll have you know that I’ve always been quite capable of making mistakes on my own, thank you, without electronic assistance.

I was reminded of this by a recent online article about common errors made by even the most professional writers – all by themselves.

One of my own pet peeves targeted in the post was the repetition of words, as in,  “The recently announced program is one of the first programs ever addressing this problem, and the program format is designed for maximum participant participation in the program.” While such sentences get the point across, they can raise doubts about your attention to detail.

A second was misplaced modifiers, as in:  “Created in the 17th century, visitors will be amazed by the architecture of the mosque.” Hopefully, the mosque, not the people, debuted in the 1600s. Otherwise, there’s a bigger story there.

One noted “error” that cut a little too close to home involved phrases one tends to use over and over. While this makes readers feel they know you, it also can dampen the copy’s effect. (That said, I had to consider that I use “that said” and “consider” way too much.)

You’ve seen legions of other writing errors, I’m sure, from incorrect choices among homonyms to the eternal confusion between “which” and “that.” On the downside, they can make you wonder about the writer; on the upside, they can make you feel superior.

Still, the fact that someone cared enough to write an article gave me both hope and inspiration: hope that respect for language lives on and inspiration to do better by it.

 

On May 9, pollster and columnist Michael Barone used the example of higher education’s bubble bursting to show the market’s natural tendency to right the ship.

However, he also pointed out that unnatural influences on that tendency can delay natural correction. This is a reminder that, while the road to market share is always paved with good intentions, it’s a good idea to make sure we’re using the right touch before taking the wheel.

There’s a lesson here for marketing, as well, where a lack of finesse can be seen in messaging that is layered on too thickly in an attempt to hit the right note.

That’s why, at Next-Mark, we keep in mind that message overkill isn’t the answer; rather, it’s the right message and timing of it that matters.

Back to Barone’s point: Helping the market toward course correction isn’t a bad thing as long as the hand on the tiller doesn’t overdo it.

Otherwise, you wind up turning in circles – and losing sight of your charted course.

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.

 

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.

 

Since my invitation to the Content Marketing World meeting in Sydney apparently got lost in the mail, I’m attending vicariously through its web site and tweets.

One speaker that caught my eye (not my ear, as I wasn’t there and still bitter) was a rep of the Australian Football League, an organization’s whose AFL Media site is being lauded as a showcase for thoughtful content marketing on a huge scale. Among his tips that might apply to any business were:

1. Storytelling is at the heart of content marketing. Your company’s story may not involve scantily clad young men running around a elliptical field, but it likely has its own points of interest that can be used to connect with others. (To find them, however, you may have to work with someone not as close to the subject as yourself.)

2. Determine your content “dead zones.” For AFL Media, those were Wednesdays, when everyone was pretty much over what happened the previous week and not yet fired up for the next. As noted, these zones will be different for every brand, but company’s should trust their analytics to ensure posting when the audience is most engaged.

3. Tell it, warts and all. As the speaker and I share a journalism background, I can understand his desire for genuine, credible news – good and bad. That said, this particular tip might be best for the largest brands that remain under the public microscope and need to tell their story their own way.

4. Try, test and discard if necessary. The gaping maw of digital media can be intimidating, but its upside is the ease with which you can change and adapt your strategy as you learn. The bottom line: Be brave. After all, you could have the next “Barney Cam” (look it up).

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!

 

It’s easy to get caught up in the hub bub surrounding content marketing. But, before you start churning out content, make sure you know if your video, white paper, blog post, Tweet, etc. will really be valuable to your customers. Or, as The Guardian put it in a recent article, “…for content marketing to succeed, brands need to produce authentic content that clearly resonates with the consumer.”

Like your marketing strategy, your content marketing strategy should be backed by data and research about your customers. To do this, more and more brands are scrapping their demographics in favor of creating buyer personas – detailed descriptions of who buys your product or service. These personas are examples of people you’d like to influence that you can turn to again and again when you are considering what content to create and how to distribute it.

Creating buyer personas is a complex process that involves bringing together customer and non-customer interviews, as well as internal and external research and analytics. Of those companies that have taken the time to tackle their brand personas,  many are using them for their overall brand strategies and to determine the success of individual campaigns. The smart marketers are also using them to make sure their content aligns with their customers needs.

For more information on brand personas:

NBC News Kills The Demographic, Personifies Its Viewers Instead

Companies That Totally Get Their Buyer Personas

4 Common Persona Mistakes to Avoid

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.

 

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!).