Here are some shots of Next-Mark employee’s, friends, and other guests enjoying the fantastic Sarasota Film Festival Kick-Off event at Selby Gardens. The location for the event was perfect as the sun set over the Sarasota Bay guests enjoyed refreshments provided by local favorite, Libby’s Cafe. For a full event schedule check out the Sarasota Film Festival.
Category: Blog
Entrepreneur magazine and The Values Institute recently explored the reasons some brands manage to stay on top. Among the leaders, they found a common denominator: Today’s most trustworthy brands have created relationships with consumers through experiences that trigger a visceral (and positive, of course) response.
They also identified five values that influence trust in a brand: ability (company performance); concern (care for consumers, employees and community); connection (sharing consumers’ values); consistency (dependability of products/services); and sincerity (openness and honesty).
How would your company’s “trust index” fare?
Yeah, yeah, we realize that not every company can be an Amazon or a Coke or a FedEx. That said, however, it can integrate certain of their strategies and tactics at a scale appropriate to its business and target markets.
Need a jumpstart or a tweak to get on the right path? Trust us: We can help.
With March Madness just getting started I thought that this would be a pretty appropriate topic: Brand Identity and Basketball. I can’t help but think about how the thought process that goes into filing out a bracket can be related to the consumer-decision process across different industries. You’ve got your constant powerhouses in college basketball like Kentucky, UCONN, Duke, UNC, and Syracuse – these are the major Brands of college basketball and regardless of how hot that ‘what state is that again’ school maybe, it’s tough to bet against the big guys.
The automotive industry is notorious for this – for example the new hyundai ellentra is great looking, cheap, reliable and when matched up with luxury models in its class there’s not much that differentiates the two but the price tag, but how many of you would purchase a hyundai? I rest my case.
Even when given all the statistical data showing that the less known team or brand is superior most people would rather go with what or who they know. So let’s start building powerhouse Brands people…
Last month, I was asked to do an on-line video testimonial for the “champagne and chocolate facial” at a local spa. I was happy to do so, as I truly enjoyed the experience. (Did I mention there was champagne? AND chocolate?) At any rate, I was reminded of an article I read recently noting the growing trend of on-line reviews and testimonials for products and services. My spa owners said they plan to use the footage to make their web site more personal and friendly, as theirs is definitely a hands-on industry. According to the article, other companies have seen the power of public comment on sites such as Yelp and Angie’s List as a driver for building business. The point is that this is a trend that is gathering speed. Is it right for your business? It may be. We can help you decide and, if so, make the best use of positive customer feedback. Chocolate or no chocolate.
As premiere sponsors of the Sarasota Film Festival, we at Next-Mark are excited to support what is, at its core, a superior marketing event for our community. Not only does the Festival showcase the best in independent filmmaking but also the best in Florida cities.
And it does it in a very smart way, with a full schedule of programs and events that – much like Sarasota – appeals to everyone from the most avid supporter of the arts to the youngest among us, all fueled by the energy of enthusiastic volunteers (another thing we have a lot of around here).
Our team has been working diligently supporting all of the marketing communications visuals around town including advertising, signage, outdoor banners, digital and social media and more.
The bottom line is that, as participants, we have to say we can’t wait. And, as marketers, we have to say: Bravo, Sarasota Film Festival. Bravo.
An article in the March issue of Entrepreneur magazine, as well as a recent “Dilbert” cartoon, addressed the inadvisability of tippling and tweeting (today’s answer to drinking and dialing). That said, the article – subtitled Engaging Customers on Social Media Without Sounding Like a Moron – had a proviso.
A company’s social media personality, it said, should be its corporate personality after exactly one beer. In other words, loosen up a little but stay in control of your message.
I like it.
I had the distinct pleasure of seeing Tom Sherak, President of the Academy of Motion Picture Arts & Sciences speak to a private audience at the Ringling College of Art + Design in Sarasota last night. Beyond the fascinating Hollywood stories about this year’s Oscar presentation, he reminded the audience of something important, “Oscar” is a brand and one of the most recognized brands worldwide. It has endured for more than eighty years and continues to thrive.
We at Next-Mark look at brand strategy on a daily basis. Ultimately, we strive to assist clients create, build and sustain their brands through every economic, social and cultural cycle. Will your brand thrive? Let us know how we can help.
I snapped this as I returned to the office earlier this morning. I started thinking about how it relates to a lot of business organizations we deal with on a daily basis – a red light on a clear blue sky. The red light represents a dated marketing mix, resistance to the digital game and reluctancy to step out of their comfort zone – the clear blue sky represents limitless opportunity. FYI – this is a rare moment of philosophical-esoteric-ness, I usually leave this stuff to the designers and creatives but sometimes, when I actually focus on driving (not emailing, texting, facebook-ing and tweeting) I surprise myself with where my mind goes. At Next-Mark, our intuitive approach to marketing gives our clients what they need to get the green light and accelerate into the marketplace.
What does this image say to you? Besides “it’s waaaay too nice to be working today!”
Last year, I started a (hopefully) humorous blog about my misadventures in genealogy. For me, it serves many purposes. First, it’s another outlet for someone who loves to write. Next, only those friends, family and others interested in my background (or writing) have to be bothered with it. And, finally, it keeps me from slacking off in the tracing of my family tree, as I constantly need new material.
That last point is a biggie – so big, in fact, that it has kept some businesses from starting something they’re not sure they can maintain. Thus, for those on or near the edge of a blog launch, I offer a few suggestions.
Find someone who not only can write but enjoys writing. No one needs another “chore” on his or her list.
Don’t be afraid to have multiple bloggers, so long as what they write equals out to a cohesive message.
Know your audience(s) and what they like/want to know.
Don’t start without a stock of “evergreen” items that can go in any time, creating a backlog to take the pressure off.
Don’t feel you have to stick to a specific format or length, just share what you think your audience(s) need or want to know.
Periodically, take a look back at the body of what you wrote and see what it tells you about your company and organization.
Later, we’ll talk about the back-end benefits of blogging. Today was about creating a comfort zone in which you could get started. If you decide you need help, let us know. In the meantime, I’ll be around, either at blimbach@next-mark.com or, of course, blgblog.relatingtome.com.