Branding Priorities

We get it: everyone is busy. We’re all wearing multiple hats and essentially pulling cross-divisional shifts to keep the marketing train rolling. The good news is that the train is rolling. Marketing has more budget, respect, and responsibilities than ever before. The bad news is that too many times the brand is getting lost and forgotten at the station. Ultimately, the long-term value of the brand will suffer. Being a good brand steward is the single most important thing marketers can do that delivers significant value. And it’s the one thing that marketers seem to barely have time for.

Ridiculous Scope

Brian Hansford at Heinz Marketing created an excellent list of responsibilities that current CMOs are too often, possibly even typically, charged with in this LinkedIn article: The Ridiculous Scope of B2B Marketing Responsibilities. He lists 29 things, readily admits that there are likely more, and he’s probably right.

And that’s just the start of the problem. While all of them might be necessary, they all shouldn’t carry equal weight or priority within the department. To compound matters, brand strategy is hard, takes time to implement and even more time to deliver results. Studies show that when humans have to make a decision on where to put their time, they predictably choose the activity that is determined to be the most urgent. Not the most valuable. Not the most important. We choose the urgent one we can get done most expediently and check off our list.

Getting on Track Means Putting the Brand Out Front

It’s understood that clearly aligning your brand purpose with your company and creating a brand strategy is hard work. It takes time—time that marketing technology was supposed to give back to marketers but doesn’t seem to have delivered in the quantity expected. Saying that marketers need to be more disciplined in their time is a cop-out. What marketers need to do is start at the beginning and keep the main thing the main thing: the brand. When evaluating new messages, think brand before execution. When looking to reach new audiences, think brand before platforms. If it doesn’t fit with the brand, it doesn’t go forward. It’s that simple. You can start by cutting one non-essential SasS (Software as a Service) or social platform from your current list. That’s how your resource expenditures will compound the value of your brand and contribute to the overall worth, not end up as a cost on the CFO’s floor.

The following was an excerpt from a post originally posted on the Wilson Advertising blog,  Brand First … Right After I Do This Other Thing. You can read it in it’s entirety there.

Marketers Got Their Technology, But the C-Suite Still Has Questions

Marketing technology haven't answered all of the questions

Marketing drives revenue. Everyone knows that intrinsically. Just try going without it. The question from the c-suite has always been “how much?” quickly followed by “prove it.” That’s what MAPS promised to provide. Marketers bought them in, implemented the software, and sold their capabilities upstairs. They got the ear of the executives, if not a seat at the table, so to speak. Now it’s time to deliver, and unfortunately, the results are not as clear as everyone expected.

Brian Hansford of Heinz Marketing and Joe Chernov of InsightSquared presented a joint survey and report that the two companies did together. They polled marketing and sales professionals using five of the most common marketing automation platforms, and found an interesting divide based on the experience of the marketer and three key takeaways we found especially interesting.

This is an excerpt of the post, Is It Still Love, originally posted on the Wilson Advertising blog.

Why a Roadmap is Critical for Customer Engagement Optimization

In an era of “push a button, take me there,” where AAA state maps and TripTiks have been replaced by Garmin® and Google™, and probably half of the population wouldn’t even try to actually read a map (much less fold one), it shouldn’t come as a surprise that large percentages of the population have no idea where the hell they are at any given moment. And that’s a loss. You can read the complete post here: Maps vs Buttons.

Activating the Biggest Advocates—Alumni

Who loves their alma mater more than the alumni? Nobody. Would the firsthand experience of graduates at various life-points after graduation be valuable to prospective students and their parents? You’d think so. Would it be valuable to enhance the volume of communications from the school? Absolutely. That’s what makes advocate marketing such an appealing idea for higher education.

Ohio University - So depart that daily thou mayest better serve they fellowmen thy country and thou God.

What is Advocate Marketing

Influitive, a software company,  defines Advocate marketing (or advocacy marketing) as a formalized system for making customers happy, and then capitalizing on that happiness to achieve your business’ goals. It’s more authentic than traditional marketing because it’s powered by real human connections.  Working together, the organizations work with willing and happy advocates to spread their message to others in the audience. The organization offers advocates assistance and multiple options and tools to reach out, then recognizes them in a variety of fun and meaningful ways. The effect is part gamification, part peer recognition, creating a sense of belonging that advocates crave.  While Influitive’s focus has been specifically on the B2B space, the opportunities and benefits of applying this idea to an alumni-base are intriguing.

Prospective Students and Families

Instead of students interacting with a faceless university, advocate marketing could put the friendly face of experience in front of their communications. Matching students with advocates with similar interests and backgrounds can help to solidify the decision for both students and parents. Being able to ask questions and get answers firsthand from those that have been in the same position would prove invaluable in the college decision process.

Alumni and Current Students

Finding new ways to be involved with their university is something many graduates and current students strive for. Rather than just financial contributions, advocate marketing enables them to share their expertise and knowledge. Being able to participate in a meaningful way to tell both their story and that of their alma mater would be win-win. Throw in recognition for the school, as well as helping to make a difference in other’s decision and it’s a can’t lose proposition.

The University

Having an engaged alumni base and a strong corp of incoming students is the foundation for any Universities success. A university advocate can greatly expand the size of the audience that the university can meaningfully communicate. More engaged alumni give more and participate more. Setting that example and communicating it to incoming students sets the precedent that they too could become part of the future success of their school.

The Personal Connections

In an era of personalized everything, advocate marketing represents opportunities for more engagement from alumni with the university and prospective students with both alumni and the university, forming bonds that will lead to increased engagement. More than a community, giving advocates the tools to build stronger bonds cements the relationships between all of the parties involved. 

How do you interact with your alma mater? Would you be interested and participate in an advocate program if it was offered?

 

How Social Influencers Can Reach and Draw Hidden Audiences

Influencer marketing done well can be a powerful tool, effectively scaling targeted messages to levels that could only be dreamed of decades ago. According to a study by RhythmOne, “destination and tourism brands’ earned media value is $12.50 for every $1 spent” on influencer marketing.

So how do you do it well and achieve a similar return on your investment? The key is to define success upfront, then create a strategy and plan of action.

The is excerpt taken from Wilson Advertising, Influencer Marketing for Destinations, was first published on Dec. 6, 2017. 

 

Why Your Brainstorm Was Mired In Fog

Brainstorm mired by fog

Brainstorming sessions sound like a great idea. People imagine that they’ll get the best minds together, everyone will throw out great ideas, magic will be created, and they’ll arrive at newest, best-est idea ever as a team.

The fact is that this is almost never what happens. Instead, there is a lot of awkward staring in a silent room. Maybe the expected person will contribute some nonstarters,  someone else will ball-hog the air in the room, and another will play defense in support of their idea. The result is more of a wet blanket of fog rather than a downpour and flood of ideas. That’s not what anyone signed up for. And it’s not productive.

Improv Fuels Better Brainstorming Output

The principles of improv are ideal for brainstorming because they enable creation in the moment to further the ideas presented.  What many people fail to realize is that while the improv they’ve seen on stage might be created in the moment, there is a structure and principles that guide the creation. And practice. Lots of practice. Because the artists embrace the principles, they can run with it and make it look easy. Here are four thoughts from improv to be aware of before your next brainstorming session. They create a foundation for inclusion, awareness, and moving creative ideas forward.

This is our idea – Realize from the beginning that this is going to be our project, not your project. It’s “we,” not “I.” There’s a saying at the Second City, “bring a brick, not a cathedral.” That encourages participants that they need to bring an idea or thought, not a fully formed production. Allow space for the group to add their expertise and perspective to reach the best final product, or they’ll stop contributing.

Let go of the wheel – If you try to steer this thing you’ll wreck it. Improv and brainstorming sessions should have a natural flow. It will and should bump up against the edges of what’s acceptable and realistic. If it doesn’t, you and the team aren’t there yet. Trying to wrestle control will keep you from pushing ideas to where true inspiration and insight flourish. That’s not to say they can’t benefit from guidance, but trust the process. Give this horse his head to run.

Make it a safe place – Some of the ideas and paths are going to fail, but everyone has to overcome any fear associated with that fear.  You need the off-base crazy ideas as well—they just might be the catalyst that takes the idea a leap further and sets it apart. And they need to be presented and heard without judgment. Starting with the mindset, “what if this was a good idea—where would it go next?” and Yes, And-ing what comes next allows the team to explore it together without judgment.

Set the stage for success – Not considering the group dynamics and structure is one of the biggest barriers to success. No professional troop would throw a newbie onto the stage of the main act cold. It’s the same with your business team. When you’re teaching new skills, you break the process into smaller and manageable steps. For brainstorming that might require time in smaller groups and attention to the balance and make-up of the groups. Pushing associates out of their comfort zone is is key to getting the best ideas, but push too hard too soon and they’ll shut down and not contribute.

Improv A Better Brainstorm

The result of an improv-based brainstorm is that more people are included, invested in the project, and contributing. Employers get the full benefit of the creative minds they hired. Associates get to do what they enjoy most. And the number and quality of ideas will surpass by many factors of those created in meetings stuck in a brain fog without improv.

Why the C-Suite Hit Snooze on Your D&I Initiative and “Woke” Alarm

Why your diversity and inclusion initiative failed

Diversity creates more resilient organizations. Inclusion builds more agile teams. And C-suites everywhere hear the alarm bells ringing—and smack the snooze button again, and again. Why aren’t your diversity and inclusion initiatives getting the urgency they deserve? It could be any of the following.

1. It’s Not Lit And They’re Woke

Kidding .. what does that even mean? But it could be that the language you use to describe the diversity and inclusion initiative doesn’t resonate with your audience. If it isn’t speaking their language about the business initiatives they care about, they’ll tune it out.  “Because it’s the right thing to do,” might not enter into a business person’s field of vision. That is until it impacts the bottomline—and it ultimately will. Talk about their immediate responsibilities for innovation, agility and stronger teams. If you’re talking to those who value being “woke,” they already get it.

2. Not Funny. Not Different. Not Fun. Hard Pass.

Roll out “another Powerpoint step by step methodology to tell me blah, blah, blah that I already know” and watch the eyes glaze over. If they show up. You’re not going to get buy-in. Everyone certainly has better things to do than listen to platitudes from the rah-rah expert of the day repeat what the last one said that didn’t lead to any actionable change. You can’t bore your way to change. Said another way, you can’t impact change until you have their attention, and to get their attention you need to do something different. Talk about how you will impact innovation, agility and build stronger teams

3. Welcome to Your Roast

It’s like a bad high school cheer: “You say ‘diversity,’ I say ‘everybody but me.'” That’s what other’s thoughts might leap to when they hear diversity: “more of everybody but those like me.” To them, “Please, let me sign up for a couple of hours of how I’m ruining the world by my existence,” is not an attractive invitation. For many in the C-suite,  any of these settings could look like a trap—and they’ve spent a career avoiding those. They can easily rationalize their choices by saying that they need to focus on business activities they see as priorities. You know, like innovation, agility, and stronger teams.

Improv Makes Way For Innovation, Agility, and Stronger Teams

Improv isn’t like traditional diversity and inclusion training. It uses exercises that highlight the team as a whole and promote active listening and others’ focused awareness—key steps toward creating a diverse and inclusive environment. It brings everyone together in a safe environment where they can “Yes, And” their way to a better workplace environment for everyone, one where unusually high innovation, agility, and strong collaborative teams are the norms.

What can Improv do for your business? Find out at The Second City Works.

How Diversity Succeeds Where Monocultures Fail

Monoculture prevents innovation and diversity

Improv Makes Way For Diversity

Fact: monocultures will always be susceptible to catastrophic collapse … no exceptions. Monocultures take vast resources to resist the constant pressure of change and maintain that singular state. That might be great for a farmer and his crops (for a while) but it’s the death of agility and innovation in any environment.

Diversity Is More Than Societally Correct, It’s Smart Business

Diversity makes things stronger and more adaptable to change (NOTE: it also makes us smarter.) That applies to nature, business or anything. In nature, the Ash trees are a great example. One small change—enter the Emerald Ash Borer—and Ash trees everywhere are in peril. In business terms, you could think of them as disrupted, with dire consequences.

What Are You Sowing?

So, about your business environment—what do you see? If your business has one defined type, a monoculture, well it was nice knowing you. Change is going to happen, either to your business, your customers, or through stronger competitors. Studies show that diversified teams are more flexible, adaptable to change, and better at innovative problem-solving.  Top to bottom diversity helps to predict the organization and weather shifts from all directions.

On the Masters of Scale podcast, Sheryl Sandberg implored that diversity has to go past racial, national, age, gender, the expected examples. While all of that is important, you also need diversity in personality.  “If you are a white male who likes to code and sci-fi movies, you probably don’t want your whole team to be that,” she says. You need personalities that will drive like the devil in spurts and others that will be the calm in a storm. You need input from the center and from the edge.

Improv Fosters Diversity

All of us is better than one of us. That’s a key phrase that improv uses to build ensembles that are able to share, discover, succeed and fail together. All of these components are critical to building an organization that is others’ focused, recognizes divergent opinions, and is able to innovate and thrive on the global business stage.

The problem is that the benefits of diversity—the edge opinions, the inherent cultural insights, the different perspectives—won’t grow in the wrong environment.

Improv Provides Safe Growing Zones

It takes concerted action and trust in knowing that it’s alright to push the envelope. Trust provides the confidence and safety that their contributions are valued. Businesses that are trained in improv principles report the following:

  • More engaged employees
  • Deeper customer insights
  • More effective collaboration
  • Increased team productivity
  • Faster innovation
  • Improved global communication
  • Inclusive leadership

Improv Yes, And You Can

Improv can seem like a deceptively simple way to tackle big issues such as diversity, but that’s what makes it effective. It’s not “making it up” as you go. It’s about applying a defined set of principles, beginning with “yes, and …” (the cornerstone of improv) in situations that you and your team can learn and practice to become more effective at handling any number of situations in life and business.

 

 

Improve Bad Conversations With Improv

Improv can minimize bad conversations

Bad conversations cost businesses untold dollars every year—how much are they costing you? How much of the verbalization in your last meeting was actually beneficial to the cause? Seventy percent?  Sixty percent? Lower? The odds are if you actually timed it, the number would be startling. (You could appropriate this website for your purposes and give it a whirl next meeting.)

The result of these bad conversations are stone walls, hurdles and no’s that make communications take forever.  Worse, they don’t lead to useful conclusions. Unfortunately, many of the culprits don’t even realize the effect that they’re having. Instead of working Yes, And that could move things to the next step, they throw out the stop-strips and slow things to a crawl. Here are some of the major offenders.

Real-time Fact Checker – This person stops every conversation to re-assert, “actually” that they know more or better than whoever is talking, usually interjecting a point that is not critical to the conversation. Example: Oscar from The Office.

Aggressive Agreer – What’s the problem, they agree, right? Wrong. This person one that agrees with what was said, but has to add their own, unnecessary point, becoming almost contrarians while agreeing. Example, you say. “The sky is blue.”They say, “It’s not as blue as it used to be.” That’s not the point.

Swirler Twirler – What if … this person could make up their mind? Your meeting would be a lot shorter and move from one point to another. The swirler twirler continuously restates opposing viewpoints “to make sure we covered all of the bases.” We did. And we did it again. And again.

HEAR WHAT I SAY!! – Bring the oxygen tanks because this person is going to use all of the air in the room and you’re going to know it. How? They’re never going to cede the floor. They’re going to talk until the time is up.

Say It Again, Sam – This person waits until the meeting has reached a conclusion, then restarts the meeting by repeating what was said previously as their own thoughts. Step, by step.

Silent Denier – Think that person that hasn’t added anything to the meeting isn’t listening? Wrong. They’re waiting until the meeting is over so that they can tell everyone privately how they disagree with everything that has transpired. But they’re not going to speak now.

Teach An Old ____________ New Tricks

But there’s hope. Improv techniques can shake these aspiring conversationalist into patterns that move things forward. How? It starts with “Yes, And.” Like any change in human behavior,  becoming aware of what is verbalized and what the intended audience hears and experiences is the first step. The exercises that are the basis for improv bring these out in a natural and non-threatening way with guidance from seasoned practitioners.

The results are that conversations continue to a conclusion quickly. This can enable groups to explore more ideas and discover if they’re viable or doomed to failure. By allowing for multiple iterations, organizations find the agility and transparency that are the keys to success.

Improv Exercises In Practice

Here are some examples of how improv exercises could Yes, And the bad conversationalist above into a more aware and others’ focused state.

The Real-time Fact Checker –  Exercise: Take that Back

Aggressive Agreer -Exercise: Follow the Follower

Swirler-Twirler –Exercise: String of Pearls

HEAR WHAT I SAY!! –  Exercise: Word at a Time Story

Say It Again, Sam – Exercise: Last Word Response

Silent Denier – Exercise: Thank You Statues

You can find instructions to these exercises as well as more examples and case studies in the excellent book, ” Yes, And” by Kelly Leonard and Tom Yorton.

How to Be Visible When You’re Working Virtually

 

Working virtually has a number of advantages for both the company and the employee, the first and most important creating more engaged workers. But it’s not without its challenges for both sides. 

Remote offices have perks, but require diligence to maintain visibility.

For the Virtual worker in a remote office, a lack of facetime can mean out of sight, out of mind. And that’s not good for a career. Here are some tips on how remote workers can ensure their lack of an physical presence doesn’t make them invisible.

1. Jump In, Ease Out: Remote workers skip the commute and parking hassles. That means they can often be ready and focused to work earlier then office-bound colleagues and finish up details later without stressing to beat rush hour.
Action: Log in early with relevant questions or responses to start the day. Or share something interesting that you’ve found that might inspire someone else. Use the ending part of the day to plan your next day’s activities.

2. Maximize Focused Time: Most remote job roles require blocks of times that are uninterrupted by needless meetings, office chatter, and other interruptions. Diligent remote workers can tackle set time to delve into deep problems and ask for input when they need it.
Action: Use your calendar to block time appropriately, with visibility for the rest of the team, but ensure that you’re not excluded from necessary meetings.

3. Use the Technology: Many offices struggle to know what anyone is doing on a daily basis when colleagues are in the office. When associates are out of the office, it’s even worse. Don’t leave it in doubt or to chance.
Action: Communicate through channels the team uses, and acknowledge even the less important conversations that inevitably happen. Even though avoiding the extraneous chatter is one of the benefits of working remote, don’t ignore it completely. Participating keeps you present and in the loop office loop.

4. Set the Agenda: Just because you’re not on site doesn’t mean that you don’t have goals and things to accomplish. But you have to tell them. Being remote doesn’t mean that you can’t meet—the best companies do it and you can too. There’s a variety of technologies available that make meeting anywhere possible.
Action: Create the meeting, invite the team, and run the agenda. Being remote is not an excuse to not be proactive. Be diligent with recording what transpires so that you can refer to it later.

5. Nurture Personal Connections: All work is personal, and in many ways being remote enables even stronger connections. Communication can occur at a variety of paces that fit any number of parties and their time frames.
Action: Again, use technology to stay in touch with current and past colleagues. Sharing useful or interesting items will help you stay engaged and the lucky recipients as well.

6. Be Present: When you’re in meetings virtually, contribute. That’s why you were invited. It’s not enough to log in, put the microphone on mute and carry on as if you’re not there.
Action: Plan for the meeting, have questions, and actively listen. Take notes. Follow up afterward to make sure action items are clear. In other words, treat it like a meeting on site, because the remote you is “on your site.” It’s also a great idea to check-in and ask how you can help when you have openings on your calendar.

7. Facetime: When you do have a face-to-face meeting or are on site maximize your time to make an impression and build your value.
Action: Make a list of what you’re working on, what’s going well and where you could use assistance or feedback. Schedule quick meetings—even just coffee—in accordance with your needs. Need approval? Schedule the higher-ups first. Need validation? Check-in with your peers.

A Virtual World of Opportunity

Working remote allows employers to hire the best talent wherever they are and workers to contribute in ways they never imagined. It has proven to lead to great business results and improved work-life balance. It takes diligence and dedication to make it worthwhile for both parties, with a lot of it falling on the remote worker to make sure that they and their contributions are seen.