Marketing & Public Relations Firm - Verasoni Worldwide

All posts tagged media plan

So it’s been about fouryears since facebook redefined networking (MySpace fans, I do recognize that your site came first, but I’m on a roll here) and since, the world has come to see things just a bit differently. So here are some thoughts on what we have and have not learned about the new world.

1. Rush to fools gold – believe it or not, people still believe that you can get rich through social networking. This is Fools Gold 2.0. Yup, this is reminiscent of what happened with “the internet” about 15 years ago. The fact is, social networking takes time and work…one other thing, it’s not free. The medium may be free, but the work is not.
2. Who you tweeting to? – “I can get someone right out of college to do this stuff,” one of my current clients said to me when I was pitching his firm. “Certainly, you can.” I replied, “But will this person have the strategic background to build your network because if your network is not relevant, then there’s no reason to do this. Oh, and how are you going to keep your network interested in your firm.” Guess what? We got the account and the client is happy :)
3. Protect Your Brand – We now know that we need to protect our brands, products, and services on social networking sites. So it’s important that we secure these accounts even if we don’t intend to use them.
4. Your Network is Key – Building your relevant network takes time, but once it’s build it will serve you well, but only if you keep your network engaged. Are you measuring network growth? Are you measuring engagement? What are you doing for your network?
5. Social networking is the tip of the iceberg – It’s about integrating all the tools that the web offers and doing it well. Social networking is not a silo, it’s not an activity, and it must be a key part of your overall marketing communications strategy. And if it’s not, you’re probably dropping marketing bombs.

More to come.


By Abe Kasbo

Well this post has been a long time coming.  While the internet has sent the marketing communications world in one direction, it seems businesses are still looking around, wondering what to make of it and how to leverage it?  I’m not talking Coke, Sony, Pfizer, McDonald’s, AFLAC, or Fidelity.  I’m talking about businesses whose revenues may range from $5 million to let’s say a couple of billion in annual revenues, from banks, financial advisors, to small publishing houses, retail, manufacturers, and especially healthcare providers like hospitals and medical practices.  You may be thinking, “you’re joking…in this day and age?” I am very serious.

Just look around you, look online, look off line and anyone with an analytic eye (only one eye will do) can see the challenges for businesses around marketing and the web.Here’s the problem – it’s a behavior issue.  It seems that businesses who have had success with certain media tend to stay with  it regardless of the state of that media in the market place.  Staying with what works is fine, but you could be overpaying in one medium and loosing strategic opportunities in an another.  For example, we all know that newspaper advertising is down, and rates keep going up. Looking at history, we know that when radio became popular in the early 20th century, everyone called for the downfall of newspapers. Didn’t happen. TV came along, and the death of radio was loud.  Didn’t happen. And the internet is here and everyone is calling for the heads of newspapers, radio and TV. Probably – and yes I am hedging here – not going to happen. If believe that your business has been getting great results from your existing media mix, review and verify.  Look at the cost per effective impression and results.  Try to get a better gage on what your media is delivering.  Are you in a medium because that’s where most of your target audience is now?  Or are you there because you may think it makes sense because it’s worked in the past?  The old financial services statement, “past performance is not indicative of future results” applies here.  Run the numbers. 

This is not the time to put your marketing plan on cruise control, it’s too important for your competitive advantage.  We’ve got a week consumer market, a downward spiral of business to business sales and in this case, my belief is that the smartest, most strategic businesses will do OK now, and come out ahead when it’s all over.  All of this means that businesses must continuously understand the media market and it’s influence – positive or negative. Sounds fundamental, but there is so much turmoil in the media markets that is worth while taking time to understand them or engaging outside counsel with expertise…don’t hire people who are going to sell you stuff, hire a firm who will explain the current rocky media landscape and your business can best leverage it for the next 18 months.  Build your communications plan on that, and incorporate it into your marketing plan.