Is it time to look outside your own walls?

So, say you have a well-evolved marketing organization, with an experienced creative team who keeps your brand identity unified, and is very good at managing the daily business of refreshing marketing collateral, maintaining your web site, pushing out the occasional banner ad, designing displays for your tradeshow presence.

Why would you hire an agency for your marketing initiatives when you already have your team in place?

It often comes down to the simple fact that agencies have very specialized expertise and experience that internal teams don’t. Agencies gather team members who have spent years developing and refining skills that—were you to hire permanent employees—would simply cost your company too much. An agency engagement is a great way to augment your already skilled internal team with specialties that would otherwise be far too costly.

Here are some considerations to help you decide if you should work with an agency as you review your marketing strategy and internal capabilities: Read the rest of this entry »


Superbowl™ Social Media Analytics

Superbowl AnaltyicsFootball! America! Land Acquisition. Winners and Losers! There are few things as culturally defining as football is to America. The existence of the Superbowl™, the Ragnarok of sports and cultural end-times pits the survivors of a brutal season against each other. It is as much a battle in the media as it is on the field. 111 million viewers represents a lot of simultaneous outreach and since the spectacle of the ad campaigns is itself now part of the culture, the messages are scrutinized much more carefully. With YouTube and other outlets through which people can see these messages when they want, voluntarily, a new ground for marketing has emerged.

Since the Big Game aired we had intended on doing blog posts about it. I started to rant about one ad I despised, then the CEO and I started talking about measuring how it did in the social media space. That led to a blog post, that became a bit too technical, on measuring social media impact. That was when we realized there was much more to this than simple analysis of a few ads on TV. So now you have this blog post. Read the rest of this entry »


Sincere or spin?

Levi Strauss & Co. (Levi’s) tells us the story of Braddock, Pennsylvania, a town hit hard by a staggering combination of factors: the collapse of the steel industry some decades ago and the continued economic downturn. Its population is down nearly 90% from its heyday in the 1950s, and has been called a “ghost town” more than once.

The stories Levi’s tells are compelling and beautiful–hope in the midst of squalor, danger and despair.

My favorite line? “People think there aren’t frontiers any more. They can’t see that there are frontiers all around us.”

Truer words were never spoken, and the message of hope and conviction borne on them is inspiring.

But is it sincere, or a cynical attempt by a company who has outsourced much of its manufacturing to Mexico to regain market share? Read the rest of this entry »


What’s obvious to you or me may not be obvious to all

This weekend I got into a minor verbal (textual?) scuffle on Facebook with a couple of dear friends over an issue that’s very important to me. Because the issue is so deeply part of how I view the world, I responded to a Facebook trend in haste, and offended more than a few people. I will be the first to admit that my kneejerk reaction was a mistake. However, I am not willing to admit that I’m wrong about why I reacted as I did.

There are those who say that changing your profile picture in support of a cause raises awareness, but then what? Okay, so you’re aware, now how about doing something? As Andy Scherer articulated to me, it’s even less of a meaningful gesture than wearing a rubber bracelet or sporting a bumper sticker: at least in those cases, you’ve put a couple of bucks down in support of the cause. There’s no commitment in changing your profile picture; it will last only as long as our atrophying attention spans, and does nothing of real value for the cause.

And in this case–child abuse awareness–the Facebook trend disturbs me because in effect (“show no human faces”) the psychology of it signifies that we’re turning our faces away from, or hiding our faces in shame of, a very important cause. I decline, thanks, because victims have faces, and I stand in public support of this cause. It is shameful, and we must not hide from it. Read the rest of this entry »


the power of comparison

Images Coterie Photography, Theresa Saxon, Photographer :: Reflection on the hood of a Ferrari http://www.imagescoterie.com

Images Coterie Photography, Theresa Saxon, Photographer :: Reflection on the hood of a Ferrari http://www.imagescoterie.com

In a recent visit back to my HQ office in Tennessee (I’m still on contract with OppenheimerFunds in New York City), I met my business partner‘s twin sister. They live on separate coasts and look so much alike they fooled my mother–who has known Theresa for years! Theresa Saxon, my business partner, is a very talented photographer–and so is her twin sister. However, the comparison ends once you start looking at their images. They have quite different specialties and their creative impulses flow in different directions.

It started me to thinking about what SheTech and Company does and how we compare to other providers. We might look like a great many other providers out there, and offer some of the same services–on the surface. Yes, we have a low-cost do it yourself option, and so do many other providers. Where the comparison does and must end is when we start talking about custom work.

With access to top-notch designers and developers all over the country, as well as literally decades of experience in both technology and marketing, we offer a unique blend of expertise resulting in unique web properties designed specifically to meet strategic business needs.

red appleThat means that, no, we can’t do a custom web site for $500–often not even for $5,000 (we’re what I like to call “overkill” for that sort of service). But for small, medium and large businesses that have both a marketing budget and the vision of a digital strategy (or need a digital strategy), we are poised to make a web property go from merely good to truly great.

This is because in addition to web production expertise, we are consultants: we sit and work with our client companies to deliver far above and beyond the “cookie cutter” web site that many other, lower cost, providers offer. We ask questions: who is your target audience? What message are you trying to convey? What tone? Will you be including social media in your digital strategy? How? What’s the overarching purpose of your web properties: sales and marketing, information or support (it can be some combination of all three, but one really must dominate)? We research competitors; we research search engine optimization techniques; and so on…

By the way, when you start thinking about a web strategy, remember to focus on the differences between sales strategy and marketing strategy. It’s not always clear which is which, but your direction will be vastly different when you choose one or the other.

SheTech and a Ferrari

SheTech and a Ferrari -- are you ready?

In the end, comparing other web hosting companies with SheTech and Company is a bit like comparing apples with Ferraris. They’re both usually red, and SWEET, but do very different things.

Vrooooooom!


the amazing power of social media

Flickr-Yahoo logoIn the last week I have begun researching a topic for a new book with David Busch, along the lines of the last two, this time with a great and, to me, relevant spin: Flickr; specifically, how to promote your photography using Flickr.

Facebook logoThese days, social media platforms are nearly as prolific as video games, and in the Game of Social Media, a few are inevitably rising to the top. Flickr and Facebook currently reign in their respective niches, even while users continue to spread their presence out among multiple platforms. As a result, and as the technology has made such a thing possible, users have demanded–and developers have responded with–ways to connect all these many media. Particularly because many of these platforms have evolved into very specialized sites, it is useful to be able to connect them in order to take advantage of one’s not-always-overlapping circle of contacts across the sites. Read the rest of this entry »


marketing in tough times

Social Networking can be a great marketing tool!

Social Networking can be a great marketing tool!

We hear it over and over again, and see expanding proof of its truth: times are tough, and it looks like they will be for a while. A few months ago, I was pooh-pooing this fact (and for a while we got reports that “everything’s getting better right now!”), but the evidence is striking closer and closer to home, most recently in the form of massive layoffs in my home town (it was a few months ago, and the effects are dramatically evident now in the form of house foreclosures, empty storefronts, and so on). What do you do when you’re trying to stay afloat? How do you market your business and stand apart from your competition, who might be doing what you do, but at a discount?

Read the rest of this entry »


the power of place

Over the past week, if you have been following me on (most of) the social media platforms (Facebook, mySpace, Twitter, etc), you have seen lots of activity around a move to a new office space. SheTech and Company has been growing and changing over the past two years, and I decided that it was finally time to graduate from a home office to a real live commercial space.

Read the rest of this entry »


the power of yes

Why are we so fond of bad news? It’s like that morbid compulsion to crane your neck at an auto accident to see if–heaven forbid!–anyone was seriously injured, and then breathe a sigh of relief that it wasn’t you (though if you crane your neck far enough, it might be!). We watch the headlines with the same morbid fascination, shaking our heads and clucking our tongues at some stranger’s (or strangers’) misfortunes.

We watch and drool…until the bad news finds its way to our doorstep.

Read the rest of this entry »


the power of hope

It’s Monday. Do you feel as though it’s a rather more extraordinary Monday than most? I do, mostly because 2009 seems to hold so much promise! There’s the same usual doomsayer news out there in the world, and yet at the same time, we are poised on the brink of a new era. The world will be watching us on January 20th.

I find myself looking around for positive signs, and they’re everywhere! One of my friends, Jack Wood–owner of Glenstone Galleries & Gifts in Maryville Tennessee–tells me that although the previous months had been frighteningly slow, December was as good as any previous December, and even better than some. He was almost too busy!

This is hopeful news.

When I was doing the miniscule bit of shopping I did for the holidays (I waited until the crowds cleared), I asked checkers how the atmosphere was at their stores, and to a person they told me that people were nicer and far more calm this year (what happened at that WalMart was a bizarre and tragic exception, it seems). Most shoppers bought fewer things and took more time to consider carefully what they were buying.

For most of my friends, it was the same: less of the shopping frenzy and more care and consideration. Hand-made gifts made something of a comeback this year, and at least in the people I know, so did a real sense of the season: giving not just for the sake of giving, but for the sake of love and a sense of the miraculous.

This, too, is hopeful news.

Now as we begin the New Year in earnest (though many of us worked, it still felt like a holiday), there is a sense that things are going to get better–and perhaps already are.

"I refuse to participate in a recession"

BNI button: "I refuse to participate in a recession"

In our region of BNI (Business Networking International) here in East Tennessee–and probably elsewhere–we have been wearing buttons declaring I refuse to participate in a recession and you know what? I think it’s working! Really. Think about it: does all the bad news about the global economy affect how you do your business on a daily basis? When you stop worrying about the news, do you treat your clients/customers any differently? I would hope not. Or perhaps you treated them even better because you recognize how valuable every one of them is to your business.

And perhaps you got smarter about your marketing, cutting programs that did not work in favor of those that did. Perhaps you tried something new, whether a marketing program or a product line. Did it work? I’ll bet it did more often than not, because your creativity was put to the test.

 

Let’s all try something: instead of focusing on all the bad news, let’s look around and find evidence of good news. It’s everywhere. Businesses doing well, babies being born, friends recovering from illness. The more we believe there is good news, the more likely we are to participate in it ourselves.

So go out there, believe that your business is doing well, your friends are doing well, your life is going well. Believe it. Make it happen.

Happy New Year.


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