Tag: Next-Mark

Joseph Grano Blog

Strategic marketing through community relations

It’s no secret that the success of most companies is influenced heavily by its connection, communication and trust with its community. Whether a group is connected through physical location or through digital mediums, successful community relations can enact change, boost employee accountability and engagement, lead to positive publicity and even increase revenue. Here are a few tips for developing a successful relationship with your organization’s target audience:

Be genuine

Can you imagine Philip Morris sponsoring a walk to end lung cancer? Of course not. While most cases aren’t as clear as this example, you do need to find charities or organizations that align with your company’s core values. In an ideal world, your employees should be involved in any outreach efforts, so make sure they are able to genuinely recognize and speak naturally about the connection between the business and the cause.

Be consistent

Effective connections with your community are not developed in a day; this takes time. Thus, gain trust through continued effort year after year. In doing so, you’ll also establish a culture of giving within your organization, which can lead to increase employee engagement and retention.

Be transparent

Any decision or issue that impacts the community should be openly communicated. This may take the form of town halls seeking feedback on a decision, events where local members can mingle with company representatives, social media outreach, or any other ways your company can reach out to target audiences. Change is inevitable and crises happen, but you’re sure to garner a more understanding response if you’ve built good will with the community through effective, transparent dialogue.

Community relations is more than simply sponsoring a race or volunteering a leader for a board member position. It’s a sustained and strategic effort that will elevate the company and enact good within the communities it serves. Wondering where to start? Give us a call.

 

Joseph Grano Blog

Nail Your Next Media Interview

Let’s be honest – even the mostly highly trained communications professionals still get nervous before an interview or a media relations appearance. Positive, “earned” media is as good as gold in the marketing communications world, but a fumble, an off-color joke or an out-of-context statement can quickly shift the conversation to uncharted territory. So what happens when you’re contacted by a reporter armed with hard-hitting questions? Here’s how you can make the most of the media interview/public relations opportunity you’re given.

Don’t go off the cuff

If you get an unexpected call from a journalist, don’t feel pressured to answer their questions right away. Politely ask the topic of the story and the timeline, then schedule the interview for a later date. Even if you know the topic well, you need time to research the news outlet and prepare. The reporter should respect your request. And if they don’t, simply say that you don’t have time to discuss the topic at this time but would be happy to follow up with an email response when you’re able.

Stick to message

Before you head into your interview, make a list of several points you want to get across in the interview. These should be simple, direct and relevant to the topic the journalist is covering. Be aware of trying to sneak in comments that are irrelevant or seem too “promotional”. If it’s an interview for a print news outlet, the journalist simply won’t include the comments; if it’s a TV or radio interview you might appear self-serving or desperate.

The messaging should also be free of jargon. Practice elaborating on your notable points without using industry lingo. This way, journalists are more likely to quote you rather than interpret your comments themselves.

Finally, remember that reporters love human-interest stories readers can easily relate to or connect with. So whether you’re addressing a crisis situation or simply sharing the history of your company – always focus on people!

Prepare several “no response” answers

There may be certain questions you simply can’t answer. Depending on the situation, consult with your legal and policy experts, as well as your marketing communications team, about what you’re allowed to address and what you need to avoid. Don’t allow reporters to pressure you into giving up information, even if they say they won’t attribute it to you. Additionally, never say “no comment”! Unfortunately, those two seemingly harmless words often imply guilt and can lead the journalist to make assumptions or fill in the blanks. Instead, have a few other canned responses prepared.

Respect the reporter

Finally, the journalist contacting you is probably on a tight deadline. Respect his or her time by responding in a timely manner and sticking to the topic at hand. If it’s applicable and relevant, suggest that the journalist utilize other sources from your organization to round out the story, and don’t be afraid to give them background information on your company’s internal processes (just know that it’s probably all on the record!).  And don’t forget to finish the interview with a warm “thank you!”

Media relations is an important part of growing your brand’s presence. And it’s one part of our many services here at Next-Mark! If you have a story to tell, let us know – we can help find the right news outlet, set up media interviews and hone your talking points.

 

Joseph Grano Blog

14 Years and Counting

As we embark on our 15th year in business, it’s hard to believe the incredible journey we’ve been on – and how far it has taken us. I am incredibly grateful to our team members, our clients and the many others who supported Next-Mark as it has grown and evolved in this ever-evolving marketing environment.

It’s been an extraordinary experience, which literally has taken us around the world, from hosting clients from Sweden, to holding conference calls with clients in Dubai, to creating communications plans for Sarasota neighbors just a few miles down the road. From developing marketing strategies for international corporations to local sole proprietors, we have helped numerous companies create conversations about their brands and tell their stories. Their stories have become our own, and we are proud of the ongoing relationships we have with our clients and within our community.

While we’re excited to see what’s next, we know some things will remain steadfast, especially our core beliefs and values, which guide us to:

  • Provide extraordinary service
  • Collaborate with our clients
  • Focus on truly understanding our clients’ needs and business objectives
  • Be strategic in every aspect of our business
  • Engage fully and be evolve as the marketing landscape changes
  • Embrace the latest communications tools and technologies to fuel powerful marketing plans
  • Translate our passion for what we do into impactful marketing outreach

Although we definitely are proud of what we’ve accomplished, we know we didn’t do it alone. Again, we are sincerely thankful for all who helped us get to where we are and excited to continue those relationships while building new ones.

We’re looking forward to what awaits us in the years ahead. If you would like to engage with us, let us know. We are ready and eager to help.

Joseph Grano Blog

Don’t Get Overlooked: Corporate Social Media

As we dive into 2019, one thing is for certain: Social media is here to stay. While channels will continue to evolve and change, digital mediums are now infused into our social fabric. Although the negative aspects of sharing online will forever be debated, individuals rely on social media for news, engagement, suggestions, insights, connection and just plain fun.

Roughly two-thirds of all adults use Facebook, and an even greater number are streaming video content on YouTube. Newer channels like Instagram, Snapchat and others are also growing in popularity. Many companies have embraced this societal frontier and utilize it to successfully reach target audiences. Brands are now more than simply a logo on a billboard; they can develop unique personalities and followings online to sell products, share messages and impact the world.

Is your organization still new to social media? Here are some best practices to follow:

Be authentic:

Paid promotions and reviews are permeating social media, causing many audiences to mistrust companies online. Make sure interactions are sincere and any purchased product placements are disclosed. Your organization’s core values need to be reflected online.

Find your unique brand voice:

Quirky, cool, or educational – whatever voice you choose for your online brand, make sure it’s consistent. Audiences should be able to identify your content as distinct to your organization. Be sure to refine your messaging to reflect this consistency.

Take an innovative approach:

Distinguish your company from its competition by taking a fresh approach to its online presence. Just because something worked for a similar organization, doesn’t mean that it will (or should) work for your brand.

Be consistent with aesthetics:

As simple as it may seem, one of the factors that distinguishes a successful company from one that gets less engagement is look-and-feel. Choose colors, types of content and imagery in advance to make sure it’s a cohesive, branded visual. The goal is to have audiences view your content on different channels and know it came from your company.

Find the right medium:

Not every social media channel will be the right fit for every organization. Find suitable mediums based on the content you’ll be sharing, your target demographic and the amount of time required for successful implementation on each platform.

The bottom line:

Companies who are resistant to a digital presence are losing out on valuable customer interaction. Employ a strategic, comprehensive approach to best utilize social media platforms and you’ll see your company’s presence surge!

Is social media the next step for your company? Give us a call – we would love to share our insights at 941.544.2765. For more information on our capabilities, view our Online LookBook.

Joseph Grano Blog, Homepage Post

Internal Communication & Organizational Success

It’s easy to focus solely on external marketing — after all, businesses need to satisfy current customers and garner new clients to remain profitable. However, internal communication is paramount to engage personnel, stimulate positive behaviors and support marketing objectives with other audiences.  Here are a few reasons why employee communication is more important than ever:

Aligns Messaging

Think of everyone who works for your company as an unofficial spokesperson; the knowledge they share can help fuel sales or improve experiences for customers. This is particularly important in large, service-oriented companies where employees of all levels continually interact with clients (think of a hospital or chain of coffee shops). When employees are informed and engaged, they are more likely to be positive brand ambassadors. They’ll speak highly of your organization, share exciting information with friends, families and customers, and help advance communications goals.

Retains Talent

The days of employees staying at one job for 20+ years are over. Millennials are the largest generation in the workforce and research shows that they are nearly three times more likely to switch companies than any other age group. Avoid costly turnover and boost retention with strategic internal communication efforts.

Here are a few ways to engage your employees, help them feel emotionally connected to their work and ensure they will stick around for the long run. As always, strategies and tools will vary depending on the size of your organization.

  • Maintain an employee intranet with news and updates
  • Develop a printed publication featuring employee accomplishments and impact
  • Send out a regular newsletter with need-to-know information
  • Create recognition programs that connect employees with leadership

Garners Fresh Ideas and Perspectives

Use internal communication tools to invite feedback from your workforce. When you encourage employees to voice their opinions anonymously, you’re able to validate direction and use their responses as an important step in the research process. Whether you’re testing messaging, trying out a new website feature or deciding which topics to focus on in a publication, establishing a dialogue with your employees is a great way to encourage collaboration.

When executed strategically, internal communication can help advance organizational objectives and equip employees with the information they require to remain connected and devoted to your company. Do you need help launching an employee communications program? Let us help you get started!

Alissa Moore Blog

Connecting Design to Business Strategy  

What do you think of when you hear the phrase “graphic design”? Perhaps your favorite band’s album cover or an elaborate Coca-Cola ad comes to mind? The field of design is a vast realm of concepting, creating and composing visual stories that catch the viewer’s attention. When executed flawlessly, design is thought-provoking and action-inducing – ensuring a seamless transition from aesthetic identity to message strategy. Thus, the value of strategic design cannot be understated.

How is design strategic?

To marketing professionals and graphic designers, there is a distinction between something that is simply aesthetically appealing and a piece that elevates the company’s objectives. However, design is often seen as merely an aesthetic routine – make something look pretty and it will generate interest. How many times can you remember the general appearance of an advertisement, but you can’t recall which product or service it was highlighting? Design needs to do more than just look good. It has to support the company’s offerings, messaging, goals and identity. While it’s often challenging, companies need to separate themselves from their personal preferences and focus solely on strategy and the people they’re trying to reach.

When a company emphasizes strategic design, merging creativity with business objectives, the results are astounding. A study by the Design Management Institute showed that companies who emphasize the importance of visual marketing outperformed the S&P by 211%. Transforming design into a strategic tool is essential to differentiate brands from their competitors and drive customer decision-making.

What is the process?

Incorporating business strategy into the design process can take more time, but the payoff is exponential.

  • Research: Analyzing competitors, trends, company history, touchpoints and markets is the crucial first step of any campaign. Of course, an in-depth understanding of business goals, messaging and objectives is also integral to success.
  • Create: I’ve always believed in starting with a design that’s entirely out of the box. Incorporating strategy into design doesn’t mean that it has to be boring. Go to the outer edges of your creativity – you might just stumble upon something breathtaking.
  • Simplify: A famous quote from Coco Chanel comes to mind: “Before you leave the house, look in the mirror and take one thing off.” The same concept applies to designing – peel back layers of design and strip away superfluous elements that will distract from the message. Simplicity is the secret to great visuals.
  • Test: Go beyond the standard internal approval process and test your design on potential customers to eliminate bias. Most of the time, you’ll need to reframe and test again.

When design is paramount to business strategy and intertwined in messaging, objectives and market approach, it becomes a powerful tool. Companies who learn to develop a culture that sees design as more than simply an aesthetic medium will reap powerful results.

Is it time for you to re-evaluate the use of design in your marketing strategy? Call us and let’s get started.

Ryan Hoevenaar Blog, Homepage Post

How to create compelling infographics

We live in an era dominated by powerful imagery and compelling visual content. From stunning virtual reality capabilities, to seamless animation and graphic design, we’re flooded every day with extraordinary optical creations. It’s no wonder that marketing professionals cater to such a high level of sensory appeal — 90 percent of information sent to our brains is visual and we process images 60,000 times faster than text. The power of data visualization is undisputed and is why infographics have soared in popularity over the past ten years. Infographics allow people to quickly digest information and remember it for longer than they would a normal block of text. If you want to enhance message effectiveness and boost audience engagement, keep reading to learn how to create compelling infographics.

Understand the data

Novice designers sometimes settle for simply understanding the “big picture” concept of the data, while failing to truly grasp the building blocks of information they’re highlighting. You need to have an in-depth knowledge of the narrative in order to design an effective infographic. If there is something in the content that you don’t understand, ask the client what it means. It’s far better to ask too many questions than to display the information incorrectly.

Research, research and research some more

Being in tune with the latest design trends is crucial to crafting a piece that feels timely and relevant. Pie charts and bar graphs simply won’t cut it anymore if you want your design to stand out. Now, even static infographics are taking a back seat to interactive, multimedia pieces that actively engage viewers. Infographic styles evolve rapidly and if you haven’t checked out the latest craze, your design could easily be perceived as out-of-date.

Know your boundaries

If you’re designing an infographic for a specific company or client, ask them if it needs to fall within their brand standards. While sticking to certain colors, fonts and graphics can feel limiting, remember that your infographic is just one piece of a matrix that makes up their entire marketing strategy. A consistent look-and-feel is paramount, especially with larger corporations. Use this opportunity to stretch your creative wings and play with other aspects like size, hierarchy and texture to make the piece unique.

Segment information

Breaking a large infographic up into smaller segments not only helps the reader to better understand the information, but it is also easier to design multiple smaller infographics rather than one big one. The size of the pieces will also depend on how the infographic will be used. Is it going to be printed or digital? Is it the first in a series of graphics?

Put numbers first

Infographics usually display at least a few numbers and percentages. Since these tend to be the focal points of the piece with the most impact, they should take precedence in hierarchy.

Don’t over-design

Cramming in superfluous design elements was a classic mistake many designers made when infographics initially gained popularity. Never forget that negative space is your ally. It gives the audience time to scan the graphic without drawing their attention to too many different elements at once and overwhelming them. A busy infographic can also detract from the message. Crisp, clean content is king in the infographic world — if the design is stunning but the audience doesn’t grasp the message, then your efforts have failed. Conveying the correct information takes precedence over “pretty design.”

 

Infographics are no longer a novelty; they’re a necessity. Master the art of creating these pieces (or hire a team who can!) to advance your objectives and have a lasting impact on your audiences.

Joseph Grano Blog

Crisis Communications in the Digital Age

A dependable crisis communications plan is an anchor in a sea of instability. It aligns the response of an organization, provides step-by-step directions, offers essential resources and establishes roles and responsibilities. Recent gaffs that shook the stability of several large companies — from United Airlines’ violent removal of a passenger to Pepsi’s distasteful commercial — have highlighted the significance of a measured, strategic response. While some corporate reactions made the public wince, other organizations adroitly backpedaled with profuse apologies and promises of change. In the digital age, damaging incidences like these are amplified by the pervasive use of online social mediums. Now, traditional geographic barriers aren’t a hindrance to the spread of information and anyone armed with a smart phone can spark a wildfire response online. For communications professionals, time is a luxury we simply don’t have anymore and our ability to act quickly and strategically is paramount. Here are a few ways you can expand your crisis communications plan to ensure your organization uses digital channels to its advantage.

What you have: Key messages that can be tailored to the situation and the organization’s position. Messaging is a standard piece in crisis communications planning, and it gives representatives a foundation for content creation during an incident.

What you should add: An expanded set of content with short, preliminary responses that representatives from your organization can quickly push out online. A swift response, even if it’s simply a reassurance to the public that you’re investigating further and will have an official message soon, can help quell the spread of misinformation. Your organization will also appear proactive in investigating and remedying the situation. These responses should be developed for a number of scenarios, approved by senior leadership and included in your plan. So if an unfortunate circumstance erupts, a representative can make a quick recommendation for an initial response with one of the already-sanctioned messages.

What you have: Instructions for how to remote-access your company intranet portal and other secure documents. These guidelines ensure your communications teams can connect with the resources they need even if they aren’t at their workstations.

What you should add: Directions for posting on your numerous digital channels. A crisis rarely strikes at an “opportune” time when the office is fully staffed and at-the-ready. Don’t get stuck in a situation where you can’t access your online communications tools. In the event your social media and web experts are unavailable, there should be simple but detailed instructions for logging onto the organization’s digital channels and posting content. Make sure you specify the appropriate approval processes and, of course, all usernames and passwords should be stored in a secure space only accessible by a group of authorized users.

What you have: A triage plan for fielding media requests. One of the most crucial elements of a crisis is how the media reacts, and a plan for responding to inquiries from the press in a timely manner is the cornerstone of crisis response.

What you should add: Guidelines for video recording and live streaming on social channels. This strategy will certainly not be applicable for every situation, but outlining the protocols for uploading videos or streaming online should be included in your crisis plan. Consider a situation where your spokesperson is unable to meet with reporters, but needs to connect with audiences through more than a written memo. Employing video is simply another tool you can use to efficiently communicate and successfully control a disruptive situation.

The goals of any crisis communications situation are to ensure safety, manage organizational reputation, communicate effectively and prevent financial loss. In our 24/7 world, an active online presence is one way your organization can quickly respond and navigate through a crisis.

Ryan Hoevenaar Blog, Homepage Post

5 ways to kick start your creativity

The job of a designer is to be creative. We collaborate with writers to bring their words to life and use colors, shapes, patterns, shadows, textures and a myriad of other visual elements to illuminate a brand. We’re connoisseurs of translating ambiguous feedback (“Just make it pop a little more” is a favorite of mine) and wizards at reinvigorating a stale, tired piece of material. Imagination and inspiration are woven into the fabrics of our work, so when we’re feeling stuck creatively — it shows. Trying to dig out of a creative rut can be discouraging. We all face these roadblocks from time-to-time and, while every person’s process is different, here are some techniques that help me navigate back into an innovative mentality.

Get moving

Step away from your assignment and take a walk outside. A recent Stanford University study found that walking enhances the flow of ideas and invigorates the mind, an effect that is realized even after returning to your desk. Exercise is also a natural stress-reliever and provides mental and physical benefits that can boost creativity. A brisk walk quells the levels of stress hormones and releases endorphins, a hormone the body naturally produces to combat pain and elevate your mood. The thought of leaving a project for a stroll might make you wince, but the benefits of physical activity will make the short reprieve worth it.

Find inspiration

Though it might sound contradictory, originality can stem from appreciating another designer’s creation. Search online for a creator’s work that moves you and evaluate what draws you to the piece — is it the placement, the lines, the utilization of space? This assessment might spark a new idea or allow you to more effectively assess your own material. Celebrate your unique style, but don’t shy away from learning from others’ work.

Brainstorm

Collaboration and creativity go hand-in-hand. Ask your co-workers if you can talk through your idea with them and get their feedback. Grab a white board and outline the fundamental elements of the project. This will help you to think critically about the problem, evaluate the project in a new space and garner insight from people with a fresh perspective.

Carry a sketchbook

Some of the best ideas and concepts come when you least expect them. If you have a sketchbook or even just pen and paper with you at all times, you can quickly write or draw them out before you forget. Even if you don’t end up using the idea for your current project, referring back to your notes can stimulate creativity and benefit you in the future.

Get in touch with your subconscious

This method might be a little unusual, but dream journaling can be a fascinating and powerful tool for enhancing creativity. Dreams are our ideas, but uninhibited by the restraints consciousness innately imposes upon us. Recalling the subliminal mind’s activity liberates us from traditional norms and helps train us to view situations from a different perspective. Creativity has free reign in our subconscious and writing these down helps us capture the truest form of our imaginations. The bizarre, wondrous world of dreams is a boundless source of inspiration.

 

Ultimately, great design stems from hard work. The perfect piece will never appear out of thin air, and the creative process is, well, a process. It’s collaboration, coupled with a deep understanding of the project objectives, audience and use. If you know your craft well and can identify techniques that kick-start your creativity, you’ll be equipped to produce something spectacular.

Joseph Grano Blog, Homepage Post

Is virtual reality the right fit for your brand?

Over the years we’ve seen the latest and greatest technological advancements burst onto the advertising and communications scene.    Some stuck around through innovation and engagement, while others became stagnant and slowly faded into irrelevancy. (Remember    when every piece of printed material sported a QR code?)

Now, virtual reality, known as VR, is taking over. While our century’s re-invented virtual reality is still in its infancy, the technology is rapidly changing as more and more companies evolve its abilities for a better user experience. Today, brands are using VR to demonstrate          product value, share a message and connect users to their mission through immersive storytelling.

There’s no doubt that the virtual reality experience is cool — who wouldn’t want to float around in space or explore the streets of Manhattan from their coach? — but before incorporating VR into your next brand campaign, consider these tips:

Make sure it’s worth the cash

Developing content for virtual reality is time-intensive and costly. There are quite a few factors you should contemplate before you commit. You’ll need to develop 360° videos or create custom 3-D animation, both of which require special equipment and software.                    Outsourcing the work is another option that will drive up overall cost. Approach virtual reality as you would any other channel — in a strategic, thoughtful way. Make sure the technology enhances your brand’s message and personality, and that it will help you meet set objectives. If it doesn’t, ditch it for a more effective and less expensive medium.

Know your audience.

Is your target market forward-thinking millennials who will jump at the chance to interact with a shiny new gadget? Or are they less technologically savvy baby boomers? Consider whether their experience with virtual reality will be favorable or if it will it hurt their relationship with your brand. You need to have a firm understanding of your audience before asking them to interact with VR.

Think practically.

How will you get consumers to engage with your content? A pioneer of the virtual reality age, The New York Times sent more than 1 million Google Cardboards to its readers. Their app, which houses 360° videos, received nearly as many downloads. Lowe’s set up a virtual     reality experience room in a handful of their locations to entice visitors and increase in-store sales. What will be your technique to get consumers to engage with your VR content? Whether you’re supplying people with the right gear or targeting those who already have their    own, be purposeful in your approach.