For me, social networking is all about generating goodwill, but as advertisers it's hard to show tangible results. But tangible results are not the point right now. Right now it's to form a "community" of customers who want to interact about your product and/or service.
With that being said, social networks pay more when only the top customers are invited to particpate, and truly exchange helpful information. Past thinking has been, "hey, let's invite the whole world." I don't think this is as effective. Make your social network useful and the more goodwill you will generate. You will build more top clients and that is how to make your network grow. Fast and "let's just throw it out there" is not the way to go.
Customers will use the network to get answers to problems quickly, also reducing time your office staff has to spend answering questions. The new term for this type of social networking is called "narrowcasting", and I believe it's most effective RIGHT NOW. All the free support your clients are sharing saves companies time and money, and that's the bottom line.
Thursday, August 13, 2009
Friday, August 7, 2009
Web Design and Development: Take the Extra Time for Your Client
By David Corley, RCM Contributor
What I Wish I Had Known Before, regarding web design and development.
You are not doing you job unless you add your touch to a design. I know what I would want to see from someone I'm paying good money to, would be to take the guess work out of any design.
The mock-ups we provide are the most crucial element to gaining trust with a client. Take the extra time and 'tighten it up'. DO NOT be afraid to add some spin to what you are building, because most of the time, the client is wanting someone to take the idea over and refine it.
Also, don't forget to stay within your comfort zone for coding as you do so....DON'T get over your head with it, or else you will have a harder time connecting all the dots later.
Rock Candy Media is proud to have David Corley on our team!
What I Wish I Had Known Before, regarding web design and development.
You are not doing you job unless you add your touch to a design. I know what I would want to see from someone I'm paying good money to, would be to take the guess work out of any design.
The mock-ups we provide are the most crucial element to gaining trust with a client. Take the extra time and 'tighten it up'. DO NOT be afraid to add some spin to what you are building, because most of the time, the client is wanting someone to take the idea over and refine it.
Also, don't forget to stay within your comfort zone for coding as you do so....DON'T get over your head with it, or else you will have a harder time connecting all the dots later.
Rock Candy Media is proud to have David Corley on our team!
Sunday, August 2, 2009
Write the Right Story at the Right Time: PR
PR must always be a part of your marketing strategy, yet it is overlooked in today's times because we think (myself included) that if we have any money to spend at all, better to get in a person's face. But if you take away that assumption, try to look at PR the way I do--whether you're a business or association--to generate goodwill. You want people to feel good about the products and services they buy, you want people to be proud to be part of your association.
So when writing a press release, are they your audience? Yes and no. I always put myself in the position of the editor, or even the journalist looking for a story. Imagine their day sorting through boring 'news' releases, annoying emails and voicemails from publicists, all while trying to remember what they are there to do: deliver an original, compelling story.
So what's a PR company to do? Start with the journalist's needs and not yours. I harass the journalist until they understand that I UNDERSTAND their audience. What does their audience feel and want? It's a tall order, but I promise if you do your homework you will get further than spamming everyone and their mother. You have to sell the journalist/editor/publication first as to what benefit their audience has in reading your press release.
When I tell my clients to use PR, this is what I want: just the facts. Say a new CEO is on board, and he's brilliant for many reasons. Give me all the information you have on him/her.
Then it's my job to identify which media is appropriate for such an announcement (publication, business news, blog?) and why. Then I tell the story the way the audience for each outlet wants to hear it. From a sales background, it's no different: the way to get what you (your client) wants is to focus on what others want. I know it sounds simple, but believe me, the reason I write this blog is when I put it into words, THAT's when the process is simplified.
But it's also why people don't understand that a press release can't be written in 10 minutes, at least not a good one that you want to get out to multiple outlets. You can't send the same one everywhere, unless you just want to throw something at a wall and see what sticks. While that's what most people do, that's not what I do. Remember, the person that has your back is not always the "yes" person. PR is a disciplined practice.
It took me a long time to learn this, and I hope it helps you in future promotions.
So when writing a press release, are they your audience? Yes and no. I always put myself in the position of the editor, or even the journalist looking for a story. Imagine their day sorting through boring 'news' releases, annoying emails and voicemails from publicists, all while trying to remember what they are there to do: deliver an original, compelling story.
So what's a PR company to do? Start with the journalist's needs and not yours. I harass the journalist until they understand that I UNDERSTAND their audience. What does their audience feel and want? It's a tall order, but I promise if you do your homework you will get further than spamming everyone and their mother. You have to sell the journalist/editor/publication first as to what benefit their audience has in reading your press release.
When I tell my clients to use PR, this is what I want: just the facts. Say a new CEO is on board, and he's brilliant for many reasons. Give me all the information you have on him/her.
Then it's my job to identify which media is appropriate for such an announcement (publication, business news, blog?) and why. Then I tell the story the way the audience for each outlet wants to hear it. From a sales background, it's no different: the way to get what you (your client) wants is to focus on what others want. I know it sounds simple, but believe me, the reason I write this blog is when I put it into words, THAT's when the process is simplified.
But it's also why people don't understand that a press release can't be written in 10 minutes, at least not a good one that you want to get out to multiple outlets. You can't send the same one everywhere, unless you just want to throw something at a wall and see what sticks. While that's what most people do, that's not what I do. Remember, the person that has your back is not always the "yes" person. PR is a disciplined practice.
It took me a long time to learn this, and I hope it helps you in future promotions.
Thursday, July 30, 2009
Local versus Online Printing: Make Sure You Know When to Use Which
I was reminded of writing this post as I looked at my baby announcements today to file in her baby book. It was delivered to me via online printer with the crop marks still on it. Which brings me to the point of when to choose an online printer versus a local printer.
First, I believe in paying a little extra for a relationship and some common sense, so whenever I can, I will always try to get it done local. I wish it were for morally superior reasons, however, when it comes to complex print jobs (and in the online world, pantone colors can be considered 'complex', so can bleeds).
For example, if I had printed the baby announcements locally and spent $100 more (I know that's not 'just $100' anymore, hence the online printer...but I'm digressing. If done locally, I would have received a proof, or even better, a phone call with a REAL PERSON in prepress asking me to remove the crop marks. PEOPLE know to make this judgement call, COMPUTERS don't. Any good sales rep in my opinion would look at the file and ask me to re-send.
With an online printer, the prices are usually much cheaper for standard items such as business cards, letterheads and postcards. That's why it's so easy to use them, along with the fact that you can upload at 3am and track your delivery. There-in lies the double-edged sword: cheap and easy, yet the lack of the human element makes it a risk in my opinion, a risk that you have to decide if it's worth taking.
Obviously the client and the nature of the piece determine which vendors you will use. For me, if I'm going to send something to an online printer, it has to be coated (gloss) stock, and a standard size item on their website. Anything "custom" to them -- run, run as fast as you can. Trust me.
If it's full color process (CMYK) or 2 pantone colors on coated stock and standard size item, I don't mind online printers.
If there are pantone colors, more than 2, and if any of them are metallic, and/or I'm using uncoated stock (which I LOVE), then I'll want to trust the local printer. They are here to call me if they think something looks off. They are here if they want me to see it on the actual press before they start printing. They are here because they value relationships too. If you have a rep that values your business in the long-term, and a mistake is made, you can usually find a compromise that satisfies both parties. Anything that is complicated to you, as the designer, will definitely be complicated to an online printer.
And I'll leave it at that.
First, I believe in paying a little extra for a relationship and some common sense, so whenever I can, I will always try to get it done local. I wish it were for morally superior reasons, however, when it comes to complex print jobs (and in the online world, pantone colors can be considered 'complex', so can bleeds).
For example, if I had printed the baby announcements locally and spent $100 more (I know that's not 'just $100' anymore, hence the online printer...but I'm digressing. If done locally, I would have received a proof, or even better, a phone call with a REAL PERSON in prepress asking me to remove the crop marks. PEOPLE know to make this judgement call, COMPUTERS don't. Any good sales rep in my opinion would look at the file and ask me to re-send.
With an online printer, the prices are usually much cheaper for standard items such as business cards, letterheads and postcards. That's why it's so easy to use them, along with the fact that you can upload at 3am and track your delivery. There-in lies the double-edged sword: cheap and easy, yet the lack of the human element makes it a risk in my opinion, a risk that you have to decide if it's worth taking.
Obviously the client and the nature of the piece determine which vendors you will use. For me, if I'm going to send something to an online printer, it has to be coated (gloss) stock, and a standard size item on their website. Anything "custom" to them -- run, run as fast as you can. Trust me.
If it's full color process (CMYK) or 2 pantone colors on coated stock and standard size item, I don't mind online printers.
If there are pantone colors, more than 2, and if any of them are metallic, and/or I'm using uncoated stock (which I LOVE), then I'll want to trust the local printer. They are here to call me if they think something looks off. They are here if they want me to see it on the actual press before they start printing. They are here because they value relationships too. If you have a rep that values your business in the long-term, and a mistake is made, you can usually find a compromise that satisfies both parties. Anything that is complicated to you, as the designer, will definitely be complicated to an online printer.
And I'll leave it at that.
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