Tag Archive for PR & Marketing

Mobile marketing

Among the vast array of technologies that have changed the way companies handle marketing, one of the most prominent innovations are smartphones. Just think about how often you check your smartphone everyday.

Mobile marketing is a multi-channel strategy which includes a wide range of activities that connect advertisers to a broader customer base through mobile devices and networks.

This is excellent for marketers since it increases the value of the advertising that gets through.

When done right, this type of marketing provides customers with personalized information so they can get what they need exactly when they need it.  Basically, it is a win-win!

Being early adopters of this marketing trend gave many renewed brands a tremendous advantage over their competitors.

Below, an infographic created by App Geeks about the advantages of  using mobile marketing.

Source:  appgeeks.org

 

5 tips to bring your global brand to a local audience

If your market is becoming increasingly saturated you might consider growing your business further afield. Take care though, what works in your native country might not always work in a foreign market.

Here are 5 tips to localise your global marketing campaigns.

  1. Think global – act human:
    A global company like Coca-Cola have their marketing campaigns revolve around people enjoying their products. The universal message used to frame this perceived emotion was ‘Always Coca-Cola’ which was then translated into different languages but the core message wasn’t the same. A more recent campaign was the ‘Share a Coke’ campaign which was first trialled in Australia and New Zealand in 2011 and saw a 7% increase in sales. This campaign was then subsequently rolled out globally. The message is simple and couldn’t possibly offend anyone.
  2. Research: When Proctor & Gamble first launched Pamper nappies in Japan it had a stork delivering a baby on the packaging. This packaging was effective in the U.S. but sales struggled in Japan as parents became confused by the image of the stork. It is recommended that you review your marketing collateral before launching your products in a foreign country.

    global

  1. Streamline content:
    To ensure your brand is visually consistent globally it is worth putting effort in creating assets, campaign resources and brand guidelines that can be used everywhere.
  2. Adapt to local marketing expectations:
    Expectations will vary per culture, for instance in the U.S. delivery is a key performance indicator and they prefer their goods to be delivered quickly, whereas France is much more focused on quality and delivery isn’t as much of an issue. Highlight these aspects in your communication.
  3. Global world: With social media messages spreading across the world much quicker – your cousin in the U.S., for instance, might complain about his level of service and you maybe based in the UK and this will still pop up on your time line. Customer service should be key and a global effort.

If you are looking to launch your campaign on a global level get in touch with your Comvort local agency partner today.

Professional Guest post by OWB-UK. (Agency Comvort Member since 2009).

5 essential speaking skills every entrepreneur must have

public speaking skills

Success in business is not solely about having excellent business ideas or a good product to sell. These things don’t guarantee success. Long-term success depends on several other core skills. As an entrepreneur you must learn to masters most of them. Speaking in public for instance, is a trait you can’t overlook. Every business owner must know how to entice an audience. Here are 5 essential guidelines to help you master the art of public speaking.

  1. Time management skills

Every entrepreneur should have sound time management skills when speaking in front of an audience. For instance, if you have to talk to employees about a certain issue in the office, you are advised to be brief and concise. Don’t take be shallow when delivering a speech, but don’t get in too much detail either. Focus on the issue and seek for solutions. Ask for help from employees and look for a way to reach common ground. Time is of the essence, and if you’ve decided to talk to them during working hours, do it fast. Workers hate it when superiors take time from their schedules because this usually means they have to stay late to finish their tasks.

  1. Decisiveness

When speaking in front of an audience you must showcase thoughtfulness and decisiveness. Nobody will want to know what you have to say if you’re uncertain or unsure of what you’re trying to say. This skill is fundamental and it has to be mastered. Entrepreneurs deal with suppliers and investors all the time. They’re often compelled to make decisions fast otherwise their opponent may lose interest. Do you have what it takes to speak your mind and ask for what you want?

  1. Negotiation skills

There’s no way an entrepreneur can avoid speaking in public. This job usually entails a variety of additional responsibilities. You will have to deal with employees, investors, suppliers and vendors, so you can’t afford to lose your temper or worse, become nervous when it comes to making a decision. Negotiation skills are extremely important in the business environment. Speaking to 20 potential investors is not easy; you have to find a way to send a message and thus sell them your business. If you can’t grab their attention or bargain for a better deal, they won’t even listen to what you have to say.

Speaking skills- Comvort

  1. Confidence

Speaking in public is all about feeling confident. The better you feel on stage (or in front of a group of people) the higher chances you have to win them over. Believe what you’re trying to say and showcase dedication. Put passion in every single word and your audience will want to hear more. A lot of entrepreneurs are not confident because they don’t feel powerful enough. Truth be told, there’s nothing to be afraid of. You are the owner, so people will have to listen to you. But for that to happen you must exude poise and charisma.

  1. Appealing posture

Posture and body language matter a lot in business. You cannot afford to look sloppy as people won’t respect you. Good posture, calmness and determination are traits that will make you the best entrepreneur. Don’t let anyone sense your anxiety and use mimics and gestures to keep an audience engaged. A good public presentation is based on information; although you don’t want to make it seem too technical. It’s quite alright to loosen up the ambiance a bit, and add a bit of humor to wake up those that have fallen asleep. Don’t cross your hands, don’t raise your voice, and don’t be shy in talking to the people. Address them questions and make them part of the speech; this adds value to your presentation and it makes it a lot more original.

 

Too many entrepreneurs fail to make their businesses thrive because they lack essential speaking skills. They don’t communicate with their people, and this decreases engagement in the office. When people don’t feel appreciated by their superiors, it is impossible to work in harmony and be productive. But if you learn to master the art of speaking in front of an audience, then it will be a lot easier for you to communicate with employees and grab their attention.

 

Professional Guest Post by Denny Averill (LondonSpeakerBureau.com!)

Listening – a must-have skill at negotiations

Steer clear of conflict -Negotiation Comvort

Negotiating deals and doing everything that needs to be done for the success of your company can be a dreadful task. The key to having a thriving business is to bargain – as an entrepreneur, you should master all the basic techniques, and also find a way to build a personal style. Listening is one of the smartest ways of winning negotiations. For some, it’s just a trait that shapes one’s personality; for others, it’s a golden tool that can do miracles when used appropriately.

How come listening is so important at negotiations and what can people do to develop sound listening skills? First of all, thriving negotiations rely on the continuous exchange of information. Because we’re talking about “a process”, it may take awhile to develop. CEOs and entrepreneurs in general, shouldn’t expect counterparts to reveal everything up front; at least not in the first 15 minutes.

Listening MarCom Negotiations- Comvort

Listening in MarCom Negotiations

The key to having a fruitful negotiation is to ask questions and be an excellent listener. The information obtained from an opponent must be used wisely. Write down everything they say, underline allegations that should be backed up by solid evidence, and don’t hesitate to ask for clearance. Active listening helps people create options; ergo, it will be easier for them to compromise and land a win-win deal.

Be polite, don’t interrupt

A good listener must not interrupt when the other party is speaking. In case you want to clarify some things or ask a question, it’s best that you write it down. Concentrate and give the other party your undivided attention. When they’re done, feel free to address your questions. It can be extremely dicey to stop someone from speaking because they could reveal valuable information.

Speak with your body and let them know that you’re listening. Nod your head to approve, maintain eye contact, smile and remain calm throughout the entire negotiation. This will prove to the other party that you’re paying attention, which means they feel comfortable in your presence – they might even reveal some more information.

Have an open-minded attitude

Active listening skills and an open-minded attitude are both necessary for the proper process of negotiation. Let your opponent finish his presentation and be ready to offer feedback at the end. Ask for clarifications about points you didn’t understand and think in the best interest of your business, too. By understanding the speaker – who can be an investor, employee or a client – you understand the reason that lies behind certain choices. This should permit you to talk about negotiations, without fearing that some of the information is wrong or wrongfully perceived.

Steer clear of conflict -Negotiation Comvort

Steer clear of conflict

A negotiation doesn’t have to be about getting what you want in proportion of 100%. It’s impossible to persuade an opponent to give you everything and remain with nothing. Bargaining for something should be about working things out, making concessions, and finding mutual ground. The resulting deal should benefit both of you equally. For that to happen, business individuals must be willing to listen. Let an opponent gauge your attention, and use the information received to your advantage. Don’t engage in conflicting relations as nothing good can come out of a stressful negotiation process. In order to become the best negotiator, use the following tips:

  • Assess your communication style – self-awareness helps people leave a long-lasting impression
  • Attentive listening to the speaker – nod your head to show that you’re being attentive, and find a way to earmark thoughts that are being distractive. Ignore outside factors like noise and focus on the words and body language of the speaker
  • Let your body language speak and use it to prove that you’re listening as well
  • Don’t interrupt and be respectful
  • Turn to negotiation training to hone your skills

While it’s certainly a good idea to listen to opponents during a business negotiation, you are not advised to take for granted everything they say. The information should be accurate, so be sure to check dates and numbers, too, just to be on the safe side. Wait for your turn to speak, share ideas and talk about compromise. Win-win solutions doesn’t just mean that you’ve landed a good deal; it means that you’ve got yourself a business partner too, someone who may be able to help you in the foreseeable future.

 

By Jason Phillips and TheGapPartnership.com!

How to create a newsletter that is a good read

Whether it targets customers, colleagues or other interested parties: an e-mail newsletter can be an extremely effective communication tool – provided that it is opened and read.

However, for a newsletter to be opened and read, or even – in the best case – to be looked forward to instead of just flooding the inbox, there are two important basic rules:

1) You shall not bore!

2) You shall not spam!

If put into practice, this means that a newsletter is not a waste product of old, existing texts; there needs to be an editorial staff in charge! Its contents need to be tailored to its reader’s interests and the topics covered should be both, informative and entertaining for the recipient.

Effective Newsletter

To ensure that the newsletter is a success, the first step is a precise definition of the target group.

Who do I want to reach, who should be receiving information?

Who should know what about the organization, the company?

In the second step, there are two questions to be answered – which, admittedly, is not always easy:

What are the target group’s interests?

Which content will provide additional benefit to the readers?

What will entertain or amuse the target group, which contents should be included in the editorial plan?

Lastly, use a proper style of writing and an appealing and reader friendly layout (a no-go is bright font on dark background, for example), and there is your newsletter that is a good read.

P.S: Integrated links provide additional benefits. Also, readers like to be entertained – however, please do not (!) desperately try to be funny.

Dr. Annegret Haffa

Dr. Annegret Haffa

 

 

 

 

 

 

 

 

Text by Dr. Annegret Haffa. @drhaffa
http://www.haffapartner.de
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