The Solution That’s Right Under Your Nose

When people think of marketing communications, they typically imagine public-facing advertising like TV spots or internet ads. Some might think of public relations. But most overlook an equally valuable form of communication that’s staring them right in the face every day – internal communications.

When a brand develops an effective internal communications program, it creates a whole team of people who are ready to live out the brand as the external communications have promised. I’d like you to stop and think about this for a moment. No matter how good your external communications are, they’re just empty promises unless your employees back them up in their daily work. And the best way to start that is to communicate to your team how they can bring those promises to life.

Take, for example, an internal program we developed to work alongside our external campaign for FairLease. Externally, we promised FairLease customers a welcome surprise in car shopping. Internally, we rolled out a campaign that captured the sunny disposition of the external communications while relaying important information about the brand’s new messaging. We helped coordinate a launch party for the new brand where we introduced the entire company to the new logo and corporate colors, passed out SWAG like branded t-shirts, shopping bags and baseball caps, and gave a quick presentation about the new brand platform and marketing goals.

 

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Advocacy for Your Brand Starts from Within

In 2013, Triumph Bancorp finalized its acquisition of THE National Bank, a retail bank with 18 locations in Iowa, Illinois and Wisconsin. The company’s ability to engage with employees around the name and brand change was the single most important initiative the company undertook during the transition. Not only did the bank need employees and staff to know about the changes but it also needed them to deliver a brand experience that instilled confidence in customers.

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Knowing the Differences Between Marketing, Public Relations, Advertising and Branding

Marketing and Advertising DifferencesBusiness owners often hear different promotional buzzwords — marketing, advertising, public relations and branding — passed around when it comes to selling a service or product. Each of these facets has its own unique identity and will produce different results.

Depending on what is being sold, the business may only need one of these strategies to target the right audience, but more often than not, it’s an integrated approach that leads to the best results.

Marketing
The action of promoting or selling products or services. This involves market research. Marketing involves anything from choosing the right location of the business, to knowing how much it costs to produce each product/service, deciding where to advertise and deciding who to advertise to. This also includes all marketing material, or “owned media,” such as brochures, websites and pamphlets. Think of someone named Brandon telling you, “I’m a wonderful fisherman.”

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Brand Positioning Work Leads to More Than Good Communications for Satcom Company

iStock_000003384778MediumChange has been the only constant for M/C/C and one of its longest-standing clients, a leader in the satellite communications industry. In 1990 the Houston-based company was a small privately-held company that transitioned into a large publicly-traded company, back to privately-held and acquired for $550 million in 2010.

Originally a regional satellite communications service provider focused on the oil and gas industry in the Gulf of Mexico, the company matured into an international service provider with customers in multiple industries. M/C/C expanded the communications program to help drive and support the company’s dramatic growth through international expansion, acquisitions and new vertical market applications.

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Experts Discover New Human Organ, Key to Better Marketing

When it comes to how human’s make decisions, modern science has it all wrong. Textbooks will have you believe that decision-making happens in a small part of the brain known as the lateral habenula, which they claim performs a cost-benefit analysis on all of life’s everyday events. In fact, we at M/C/C have learned that decisions are made in an entirely different part of the human anatomy. This organ is called the breart.

The breart is one-half heart and one-half brain, fused together as one. At M/C/C, our specialists in human decision-making identified the breart a few years ago in a study to determine the best way to market our clients’ products to their customers. Essentially, what we’ve learned is that the breart is best affected by a combination of rational, thoughtful information and entertaining, compelling stories. Since discovering this organ and its role in consumer behavior, we’ve influenced the brearts of our audiences like never before, using informative content to stimulate the brain and creative stories to move the heart.

Because the physiological workings of the breart can be dry and complex and entirely fictional to some people, we’ve produced a simple video to help introduce this new scientific principle. We’re confident that, once you open your mind to the breart, you’ll discover entirely new ways to influence your customers, too.

Brands and April Foolery: It’s OK to have a little fun.

Loosen that necktie, Mr. CEO. Let your hair down, chief marketing officer. April Fools’ Day is upon us, and your target audience just got extra casual. How casual? Mentally, they’re flip-flopped on a Mexican beach while James William Buffett serenades them about frozen beverages. Consumers have trained their minds not to believe anything you say this day. Does that mean you should go all scorched earth on your industry peers? Not quite, but you can have a little bit of fun.

April 1 is the day you can do something different. [Unless you’re Geico, then it’s just another day.] Over those 24 hours, feel free to cut the brand that binds and surprise your audience with something refreshing. Something amusing. Something foolish. Something…well, surprise me.

A framework for consistent brand messaging builds business results

Building a brand is challenging – it requires a keen understanding of customer motivations, a clear differentiator, and a personality and promise that can serve as the foundation for building equity in the brand over time. Companies invest time, effort and resources in branding because they know it has tangible business benefits but it can all be lost if companies lose focus on their brand messaging.

We know what to expect from brands that have been consistent over time. Tide, Nike and BMW continue to build their brands through consistent messaging. They are reliable and customers come to trust them. Successful branding is achieved over time, not overnight, and consistency is the key. Once you establish persuasive, simple messaging, you must stick with it and continue to deliver that message time and time again. When you think about it, most brands that you know and love have stood the test of time.

Nike

 

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Modern Marketing – Talk with, not at, your customers

“Good morning, Mr./Ms. Marketer. This is your wake-up call. While you were sleeping, the marketing world moved on without you and your company’s brand. We hope you enjoy your stay at Ye Olde Fashioned Advertising Inn. Goodbye.”

Modern marketing rarely gives you such clear notice. That’s why this blog is here. Gone are the days when your company only needed to run clever ads in the paper or on TV, telling customers why they should spend their hard-earned money on your product. Instead, technology has opened up new channels of two-way communication, and a growing number of techno-friendly customers expect your company to use these channels to engage with them on a deeper, richer basis than ever before.

Of course, there’s social media – that’s a no-brainer. Any brand worth its social salt should actively engage its audience with content they’ll find interesting and useful, not just sales messages. In fact, some of the most effective brands go further, using social media as a customer service resource, responding to customers individually in real-time whenever they report an issue via Facebook or Twitter. But social media is just one channel. The real opportunity awaits the brands that go beyond social media – to use every medium at their disposal not to talk AT their customers but to drive conversations WITH them. You can see what I mean by revisiting a legendary marketing campaign from the past.

If you were at least 10 years old in the 1980s, you might remember when Chrysler nearly went bankrupt the first time. To help turn its financial tide, the company revamped its product line and hired a new CEO. Little known to the average American when he took over Chrysler, Lee Iacocca became a household name as the star of the automaker’s TV campaign. In his commercials, he was frank and likeable and tough, and he had a patriotic swagger that America yearned for in the middle of a difficult recession.

The campaign was wildly successful, and Chrysler rebounded. But from a marketing perspective, Chrysler and Iacocca could’ve connected with America even more effectively using today’s technology.

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