Richard Abels

Clear, Concise, Consistent, Coordination and A Little Redundancy

How do you create effective marketing programs and materials which stand out, cut through the clutter and get results? Why, hire us, of course.

Or at least take our Five Pillars of Effective Marketing to heart.

What are the Five Pillars of Effective Marketing, you ask? Be sure to have a clear plan, concise language, consistent materials, coordination for continuity and a little redundancy to unify all efforts.

• Clear plan
  • Establish formal goals, create a written strategic marketing plan and put systems in place to measure all activities.
  • Know your strengths but understand weaknesses even more.
  • Plan for things to go wrong – because they will! Determine how and who will respond when it does.

• Concise language
  • All advertising, digital, social, PR, collateral, video, sales materials etc. must be easy to understand in the minds of customers, prospects and stakeholders.
  • If messaging is too complex or requires detailed explanation, you have failed.
  • Don’t use industry or company jargon.

• Consistent materials
  • Review, evaluate and prioritize all target audiences / stakeholders and create messaging which is directly relevant to each.
  • Effective marketing materials should address stakeholders’ needs and clearly identify how you solve their problems.

• Coordination for continuity
  • Use approved copy and messaging throughout all marketing materials.
  • Speak with one voice.
  • Language has to be adopted by sales, customer care, tech staff etc.

• A little Redundancy to unify your efforts
  • Tell each audience what you are going to say.
  • Tell them what they need to know about you.
  • Tell them what you said.

We have specialized in these Five Pillars of Effective Marketing for more than 30 years so call us when your marketing isn’t getting the needed results.

And remember, marketing is most effective when it is – wait for it – clear, concise, consistent, coordinated and a little redundant!

To get 2019 rolling, I respectfully present my New Marketing Rules for your communications, awareness-building, community outreach and crisis preparedness consideration.

So, with apologies to Bill Maher, here are the:

                                              New Marketing Rules

• Well informed employees are your critical link to customers, prospects and other stakeholders.
• Digital / social media is not the only tactic. There are others which may be more effective.
• Reach stakeholders how they choose to engage with you. Similarly, don’t just tell them how to find you.
• Your outbound emails are not fully read and your website isn’t on anyone’s Favorites list.
• Clutter kills. All of your efforts must be clear and concise in order to “stick” with your key audiences.
• Customers and prospects value personal interaction which provides timely, accurate information.
• Robocalls  (automated outbound sales calls) do not enhance your brand and reputation.
• When creating video for any screen (TV, phone, computer), be sure your logo or brand name is always visible.
• Consistent and coordinated messaging & materials are a must in order for your organization to be successful.
• And finally, the appropriate response to “thank you” is “you’re welcome.”

By adopting these New Marketing Rules, your efforts will definitely have a greater impact. Happy 2019 and best wishes for a safe, healthy and successful year!

Richard Abels

Fall is my favorite time of year in Colorado. Not for the changing leaves but because of the abundance of southwestern red and green chile peppers!

Each year, I roast and freeze bushels of  red and green chile peppers (mild, medium and hot) and then use them in breakfast, lunch and dinner recipes – Anaheims, Hatch, Big Jims, Poblanos, Dynamites and more. Who knew a guy born in Pennsylvania would develop such a major addiction to the West’s iconic vegetable?

Here’s a favorite recipe – my Green Chile Pepper Casserole

• 4 eggs
• 1 ½ cups milk
• 2 T flour
• ½ t pepper
• ¼ t salt
• 2 ½ or more cups roasted red or green chile peppers  cut in big’ish pieces
• 10+ yellow or white corn tortillas
• 4 cups shredded cheddar (1#)
• 3 cups Monterey Jack and/or pepper jack
• Options: You can add cooked shredded chicken, turkey, chorizo/pork,  beef and/or black beans to layers if desired

Steps:

1. Preheat oven to 350
2. Lightly grease 9 x 13 glass baking dish or round 2-quart soufflé pan
3. Beat first 5 ingredients together in medium bowl
   1. Optional in mixture: cumin, cilantro, hot sauce
4. Cover bottom of dish with red and green chile peppers
5. Cover with cheese then layer of corn tortillas
6. Layer 2 – chiles, cheese, options, tortillas
7. Layer 3 – chiles, cheese, options, tortillas
8. Cover top layer with chiles and cheese
9. Pour egg mixture over everything
10. LET STAND 30 MINUTES or more
    1. Can be prepared up to one day ahead. Cover and refrigerate
11. Bake 45 minutes until slightly puffed in center and golden brown on edges
12. Cool 20 minutes. Serve with salsa, sour cream, crema and guacamole on the side

Customize: Make half of the casserole with hot chiles and the other half mild for pot-lucks. You can also cut cheese in half if desired – it still tastes great.

Your marketing communications program should be like these fiery chiles – it needs to be bright, sharp, spicy, cut through the mundane and always hit the spot in order to succeed.

So try this green chile pepper recipe and remember we’re the firm to heat up your marketing and communications program.

Comer Con Gusto (enjoy)!

Richard Abels

 

 

A new trend on LinkedIn and other business sites has executives making their own video podcasts – I call them “home movies” – talking to the camera or a panel about their products or services. Usually, the video is shot on an iPhone and tries to replicate the feel of a personal conversation.

While this is indeed a low-cost way to reach potential customers, these videos will have more downsides than ups if not done properly.

Make your video-cast more impactful:

• Be sure your logo or company name is on the screen at all times. Even if people only watch for a few seconds, they will still see your organization’s name.
• Keep it short! You only have 60 seconds (or less) to make your point before viewers start to wander.
• Address only one or two topics in each segment. Cramming too many points or extending the time only results in people heading for the proverbial door.
• Be sure the video is scripted and then memorize it to get comfortable saying it. Speaking off-the-cuff is not attractive – or effective.
• Invest in (or rent) a better camera than your phone. A well-shot video reflects positively on you and the organization. An amateurish one does not.

• Most importantly, copy points must focus on the audience’s needs (not your own).

Remember, the goal of these videos should be to get the viewer to contact your organization. Don’t tell them everything about everything; just enough to let them know how you help them solve a problem they have. When they want to learn more  – voilá – they will contact you.

That’s a wrap!

Richard Abels