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3/1/2007 - Marketing Mirror - Media Relations Webinar
Vol 9, Issue 7
ISSN 1548-3967
Dear,
From the Editor
Welcome to the March issue of Marketing Mirror, BMA-Colorado's e-newsletter.
Rearview Mirror
In my mind, hiring a marketing agency is a lot like hiring an employee. It requires understanding your own needs and expectations (a job description of sorts) and matching those with the talents, skills and personality of prospective firms.
It's also become abundantly clear to me there are no shortcuts. A failure to spend the time and effort at the front end (via due diligence and RFP process) can definitely leave a mark on the back end.
Thus was the context for B2B Magazine senior reporter Kate Maddox's return to Colorado in February. The CU graduate and Boulder Daily Camera alum used a recent study conducted by B2B Magazine, in which it surveyed 209 business marketers regarding their current agency needs and preferences, as the academic foundation of her speech.
Some take-away notes:
- According to Maddox, 65% of marketers said the top criterion in selecting a new ad agency is “understanding my business,” followed by “good chemistry with the agency” (18%), “outstanding creative” (15%), and price (2%).
- Almost 37% said they plan to conduct an agency search in 2007.
- The top reasons marketers are looking for a new agency include “current agency is not producing results (30%), “change in strategic direction” (14%), “cost cutting” (13%), and “change in management” (5%).
- Fifty-seven percent of marketers said they use the same agency for online and offline needs.
- In presenting several compelling case studies, Maddox reiterated the importance of agencies becoming knowledgeable about their client’s business. “The ability to understand the business is what really sold them,” Maddox commented.
- Other important capabilities an agency should demonstrate are strong account management and good creative capabilities. She cautioned, however, “marketers want the ‘wow’ factor but don’t want to be too far out there. Agencies need to find when they showcase their capabilities.”
Media Relations Webinar: Packaging your story properly was a point of emphasis at the BMA-Boston sponsored Media Relations Webinar on February 15. According to Mark McClennan of Schwartz Communications, the keynote speaker during the event, marketers and PR folks need to frame the discussion for their audiences. It's essential to make your story clear and plain-spoken.
Key questions to ask yourself: Why does this matter to the reader? Why do I care as a reporter?”
He also emphasized the importance of consistent communications with reporters. “You need to have systematic outreach to raise awareness.”
On Deck
Besides the MarCom Impact Case Study to be discussed at our March 14th Dinner Meeting (more on this below), BMA-Colorado is also eagerly anticipating the April 11th dinner event featuring Penn State B2B marketing guru Ralph Oliva.
And with March now upon us (typically the snowiest month for us here in Colorado), it's not too early to pencil in (or key in) a little bit of summer into our Outlook Calendars. Jason Winston informs us that BMA's annual golf outing is slated for Monday, July 30th. The site? This year's event will be at The Ridge at Castle Pines . For those of you who've had it with the white stuff, it's advisable to check out the course website for a brief reprieve from Winter's tight clutches.
-The Editor
Tom Kennedy of Republic Financial serves as Editor of the Marketing Mirror. He can be reached at tomkennedy965@comcast.net or at the office at (303) 923-2146. Story ideas and feedback always welcome!
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Question of the Month
In terms of company PR announcements, major news announcements center on major events that justify coverage as individual articles in publications. Name four of the six examples of major press releases discussed in the Marketing Manager’s Handbook.
(Answer)
Gold Key 2007: Do you have what it takes to be a champion?
Whoever said "It’s not whether you win or lose, its how you play the game," has obviously never worked in marketing and advertising. Every year we tackle everything from ad campaigns to websites, direct mail to video. And we never pass up opportunities to get kickin’ creative into the end zone.
With awards in 47 categories and a crowd filled with Colorado’s marketing elite, the 22nd Annual Gold Key Awards promises to be the Super Bowl of business-to-business marketing and advertising.
Entries are due Friday, March 16, 2007, at 5 p.m., with an extended deadline (for an additional fee) of Friday, March 23. BMA welcomes all entries produced in 2006 in Colorado for companies with headquarters or operations in Colorado. Gold Key recognizes measurable results, which is a major component in today’s highly competitive business-to-business environment, so put your star players in the game to compete against Colorado’s best and you too may be honored at this “Night of Champions”.
Visit www.bmacolorado.org/goldkey for more information and to download your entry forms today!
The 2007 Gold Key Awards Banquet will be held Friday, May 11, 2007 at Invesco Field at Mile High. Come and celebrate more than two decades of Gold Key Awards excellence and enjoy one of the best views of downtown Denver from the United Club Level lounge. Last year's event saw a record crowd of nearly 300 and this year is sure to be another record-breaking year. So, send in your entries and mark your calendars now for the Colorado Business Marketing Association's 2007 Gold Key Bowl!
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Maddox Returns to Colorado, Draws Full House
RIGHT: B2B Magazine Sr. Reporter Kate Maddox held her audience captive during her presentation at BMA-Colorado's February Dinner Meeting. Maddox, a University of Colorado alum, spoke on agency selection. (Photo courtesy of Gary A. Peck, HSR Business to Business Inc., Denver)
BOTTOM: After the evnt, B2B Magazine Reporter Kate Maddox chatted with BMA-Colorado President Jeannie Zaemes, CBC. (Photo courtesy of Ken Custer)
BMA appreciates the continued support from its 2007 Trustee Sponsors
MARCH DINNER MEETING
Getting Smart with MarCom Impacts Results
Precision Manufacturer Nearly Doubles Sales in One Year
In 2004, Minco was a 30-year old, $70 million company with 700 employees. As a manufacturer of engineered components used in high-reliability products such as missiles, diagnostic equipment, pacemakers and other implantable medical devices, Minco found itself at the crossroads. Though Company leaders saw revenue growth as important, they knew quality could never be compromised for growth’s sake.
Company leaders also realized that industry-standard marketing practices such as exhibiting at tradeshows and running ads in trade publications, would not take Minco to the proverbial next level.
BMA’s Dinner Meeting on March 14 will explore Minco’s path to 43% growth in just one year after kicking-off the re-branding and repositioning strategy and campaign led by Mary Rapaport, now global marketing director at Minco.
ABOUT OUR SPEAKERS
Mary Rapaport, Global Marketing Director
Minco
Mary Rapaport began her marketing career early when she started working for her father’s advertising agency while in high school. Since then she has had a long career in Industrial Marketing, specializing in marketing to engineers and technical B2B consumers. While working for Emerson as a Marketing Communications Specialist and eBusiness Marketing Manager, Rapaport established Emerson’s first offshore telemarketing business in the Philippines. Her 2001 promotional campaign “Great Expeditions” made the challenge of implementing power generation control systems so compelling (even to engineers!), it won her BMA’s Award for Best Dimensional Campaign. (More)
Chris Schermer, Partner/Client Services & Strategy
Schermer Kuehl
As Schermer Kuehl’s co-founder and Director of Client Strategy, Chris has spent the past decade directing and authoring branding and marcom strategies for clients such as Best Buy For Business, Honeywell, Silent Knight, Fargo Electronics, Entegris, Minco, Kroll Ontrack, Guidant TestQuest, and Stellent. His work has been the catalyst for dozens of successful technology product launches and corporate branding initiatives, resulting in tangible increases in stock price, venture capital investments, purchase prices and sales for Schermer Kuehl’s many B2B clients. (More)
March Dinner Sponsor:
Date: Wednesday, March 14, 2007
Time: 5 p.m.– New & Prospective Member Orientation; 5:30 p.m. – Cocktails and networking; 6:30 p.m. – Dinner and keynote presentation (keynote begins at 7 p.m.)
Location: Marriott City Center - 1701 California St. Downtown Denver
Parking: Member parking options include: Valet Parking $10; Qwest Parking Garage ($4 - $5 after 4 p.m.), plus various street-level lots.
Pricing: $45 members; $59 non-members; $35 full-time students
Reservations: Please make reservations by: Friday, March 9, 2007; Web www.bmacolorado.org “Select "program title here” under Upcoming Events. Fax: (303) 969-8320; Phone 303-607-9957; Email link: registration@bmacolorado.org A Mastercard, VISA or AMEX number is required to hold reservations. Special meals (fruit plate or vegetarian) are available with 24 hours notice.
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MARCH ROUNDTABLE
Delivering the Brand Message the "Last Three Feet"
The brand experience starts and ends with people. It’s the sales and service reps on the phone and in the field that are the voice and the face of the brand. Leading companies are increasingly harnessing the power of simulation based learning, “podcasting,” blogs and Blackberries to transform managers and reps in the sales and service organization to keep them “on brand,” “on message,” and productive. Join leading expert and BMA Colorado member, Dr. Anders Gronstedt for a unique backstage look at how leading business marketing organizations prepare their frontlines for this new business reality. The round table will include discussions and examples of how:
- Game-based simulators allow reps to learn by doing
- Blogs, Podcasts and RSS feeds facilitate ongoing reinforcements of skills to the field organization in a format that is as conversational as sales conversations themselves
- Exert systems delivered on the BlackBerry and other PDA devices can create “teachable moments” for your sales organization
- Sales kick off meetings and can deliver more than a hangover
- The emerging phenomena of blogging, podcasting and game-based simulations can be the engines required to drive a consistent brand delivery across all human touch points.
ABOUT OUR SPEAKER
Anders Gronstedt, is president of the Gronstedt Group, a firm specializing in improving front line performance and integrating communications with simulation-based training, Podcasts, blogs, research and consulting. From offices in Denver, Colorado, and Stockholm, Sweden, Gronstedt Group has an international roster of clients, including Dell, Avaya, FedEx Kinko’s, Ericsson, Sprint, TD Waterhouse, and Volvo Cars. A former member of the graduate Integrated Marketing Communications faculty at the University of Colorado, Dr. Gronstedt is a world-renowned management consultant, speaker and author of the book The Customer Century: Lessons form world-class companies in integrated communications.
Date: Wednesday, March 21
Time: 7:30 a.m. - 9 a.m.
Location:
Gronstedt Group, Inc
520 Zang Street, Suite 211
Broomfield, CO 80021
Phone: (303) 469-9000
Reservations Required: Reserve OnLine.
Deadline: March 19
Costs (includes breakfast): Members: $10; Non-Members: $25
MEMBER ARTICLE CONTRIBUTION
Designing for Usability
By Ivy Hastings
As a marketing professional, you know that the usability of your web site is important. But what does that mean and where do you start? Good usability starts with knowing your target audiences, excellent planning, and user-centered design. Here are some important best practices to consider when creating a usable web design:
General Layout
- Avoid internal scrolling if possible
- Keep important information and calls-to-action above the fold
- Avoid design elements that might look like outside advertising
- Avoid horizontal scrolling at all costs
- Keep consistent layout throughout the site (the homepage is the exception)
- Use white space
- Separate logical content into buckets
Images
- No busy backgrounds
- Minimize the use of imagery so the page loads quickly
- Keep graphical text to a minimum
Text
- No text over background images
- No white text on black backgrounds
- No large text blocks
- Use web-safe fonts (Arial, Verdana, Helvetica, Tacoma)
- Make sure that text line length is not too long
- Text size should be 10 or above
- Avoid dense content and un-scannable text
Navigation
- Navigation should be at the top horizontal or left vertical of the page
- Make the navigation obvious and easy to use
- Your logo should be top left and link to the homepage
- There should be a bottom horizontal navigation repeating main navigational items
- Maintain navigational consistency throughout the site
- Make links look like links (i.e. underlined)
- Links should change color once they are visited
- Make sure user can orient themselves on the site at all times
- Avoid difficult dropdown menus
Follow these rules and you’ll be well on your way to a site that is clean, easy-to-use and centered on your target audience’s needs.
Ivy Hastings is a BMA Colorado member and Project Manager at Fusionbox, a Denver-based web design and development firm. A graduate of UC Berkeley, Ivy has published many articles about Internet Marketing and Web Design and Development Best Practices. She currently sits on the Board of Directors for Arts Street, a local non-profit that teaches at-risk youth the craft and business of the Arts. http://www.fusionbox.com/
We thank BMA member Sherry Graham and her company, xpdex for being our BMA-Colorado paper trustee for the year! www.xpdex.com
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By Marilee Yorchak, CAE
BMA Members on the Move! A few changes this month to mark in your membership directory:
- Elizabeth Hale has left McData and is now Sr. Channel Marketing Manager at LeftHand Networks (Elizabeth.hale@lefthandnetworks.com)
- Cathy Busch-Kinkaid has left LSI Logic and can be reached at cathyb_k@yahoo.com
- Don’t forget that the online directory is always current. You'll need your member id to access the online directory. Let Marilee (marilee@bmacolorado.org) know if you forgot your member id.
- Ryan Michael Schlegelmilch was born Fri, Feb 16th to Julie Schlgelmilch, CBC of GD&A Advertising & Public Relations. Congratulations!
- Republic Financial (Katherine Senseney, Jennifer Nealson, Tom Kennedy) has been selected as a finalist for the 2007 Colorado Ethics in Business Alliance Awards.
- We will be staffing up for next year’s board in the coming months. If you are interested in serving on the board next year, contact Marilee (Marilee@bmacolorado.org) or the incoming president, Robin Seidner, CBC (robin@copydiva.com).
- Interactive marketing agency 90octane reported it has been engaged by Proctor Productions to develop and manage a year-long search engine program for Proctor's ExhibitStop.com e-commerce site. 90octane also said it has been retained by international distribution services provider ProLogis to continue building upon the success of a year-long Thought Leadership Program piloted in 2006.
Are you a BMA member with news to share? Tell us about your new promotion or your awards...we'd like to share the good news with your fellow BMA members! Simply email your press releases to info@bmacolorado.org.
CareerLink Corner
BMA's online job bank, CareerLink has posted 18 new jobs in the last two weeks, including:
- 2/24/07 - Marketing Project Manager
- 2/20/07 - On-Line Marketing Programs Manager
- 2/20/07 - Director of Marketing
- 2/20/07 - Product Development Associate
- 2/19/07 - Marketing Communications Specialist
- 2/18/07 - Permanent Part-Time Bookkeeper/Administrator
- 2/18/07 - Sales/New Business Development for Full Service Agency
- 2/17/07 - Communications Manager/Specialist
- 2/17/07 - Web Specialist
- 2/15/07 - Corporate Communications Writer (part -time)
- 2/14/07 - Sr. Marketing Editor - Web
- 2/12/07 - Account Executive (B2B PR)
- 2/12/07 - BtoB Senior Associate
- 2/12/07 - B2B Communications Specialist
- 2/12/07 - Marketing Communications Coordinator
- 2/12/07 - Services & Channel Marketing Manager
- 2/12/07 - Marketing Support Manager
- 2/12/07 - Strategic Marketing Coordinator
Be sure to visit BMA's CareerLink often as information is updated daily. Remember too that members can post a job or a candidate summary at no chargeas a member benefit. The cost for non-members to post candidate summaries or job openings is $25, giving you access to a variety of marketing professionals and job opportunities.
To get started, visit the BMA Colorado website at www.bmacolorado.org.
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