Is it time to look outside your own walls?
Posted: March 23, 2011 | Author: Rebekkah Hilgraves | Filed under: analytics, design, marketing, segmentation, social media | Tags: analytics, marketing, marketing agency, marketing strategy, social media | Leave a comment »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 »
the power of hope
Posted: January 5, 2009 | Author: Rebekkah Hilgraves | Filed under: blogging, economy, election, marketing, networking, social media | Tags: BNI, business, Business Networking International, economy, Glenstone Galleries, Glenstone Galleries & Gifts, holiday shopping, hope, marketing | Leave a comment »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.
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.
the power of trust
Posted: January 1, 2009 | Author: Rebekkah Hilgraves | Filed under: blogging, marketing, networking, social media | Tags: advertising, HARO, Help a Reporter Out, http://www.helpareporter.com, marketing, Peter Shankman, PR, Shankman, shetech, shetech and company, sponsor, twitter | Leave a comment »For some time now (many months), we have been corresponding with, and following the activities of, the inimitable Peter Shankman (http://www.shankman.com). He is a master of the outrageous, the unthinkable, the effective PR campaign strategy. We follow him on Twitter (http://www.twitter.com/skydiver) and are linked several ways through other social networks.
Peter publishes an amazing list called “Help a Reporter Out” or HARO (http://www.helpareporter.com), which is a karma-based subscription list designed to connect reporters with sources. Its non-reporter members are mostly made up of PR firms and marketing agencies, blog authors, and companies who want to connect with these reporters. Originally a group on Facebook, its numbers grew so rapidly that Peter had to move it to another system that would accommodate its exponential growth (from around 1,200 when I joined earlier in 2008 to over 35,000 as of this writing — kudos, Peter!).
Why am I telling you about this? Because, first of all, you should join, and there are a lot of reasons (I’ll let Peter explain all that). Whether you’re a reporter or a source or a PR firm or some other entity, it’s an extremely high-quality list. Peter screens the queries personally, and also screens the members. As soon as he hears about a pitch that is way off the mark, or resembles spam–or both– he removes the list member in question, often with very humorous (and embarrassing, for the spammer) commentary.
There’s another reason as well: SheTech and Company has decided to sponsor one of the subscription messages in the future (Peter offers space at the top of the message for sponsors). Now, we’re a small firm, just getting our feet under us. This represents something of a risk for us, involving a substantial chunk of our marketing budget. But we know a good bet when we see one. This list comprises exactly the kinds of contacts we want to reach: very high quality contacts around the country who might just appreciate the value of a boutique firm that offers personal service. I, personally, have learned a great deal from watching activity on the list and watching Peter’s movements on Twitter, and take the opportunity whenever possible to help my clients take advantage of the information.
Exposure for us means exposure for our clients. It will also, we hope, mean a number of excellent new clients, which will increase our ability to offer excellent service to all our clients.
Here are some statistics from other recent sponsors:
http://www.covingtoncreations.com/blog/yesterdays-peter-shankman-haro-ad-success.php
http://blog.allyzabba.com/2008/12/advertising-that-works/
What this means is that, really, there’s very little risk in the end. We stand to gain, our clients stand to gain. We trust it.
Thanks for the opportunity, Peter!
Happy New Year, all–may your 2009 be filled with joy, love, peace, prosperity, good health, and may at least one of your dearest dreams come true.
Rebekkah
the power of branding
Posted: December 23, 2008 | Author: Rebekkah Hilgraves | Filed under: marketing, networking, search engine friendly, social media | Tags: brand name, branding, Carpet Solutions of Knoxville, Eco Clean Carpet Solutions, exposure, logo, marketing, referral, trademark, ValPak, Vienna Coffee Company | 2 Comments »In our struggling economy, it is more important than ever that you spend time, energy, and yes, money, to market your business. Even if SheTech and Company weren’t in the marketing business, we would say this!
But this is not to say that you must merely throw your money at any marketing program that comes to your attention; that would likely be ineffective, and therefore wasteful.
the power of the economy
Posted: October 7, 2008 | Author: Rebekkah Hilgraves | Filed under: economy, marketing | Tags: economy, marketing | Leave a comment »With all the fearmongering going on right now about how awful the economy is, one thing that a lot of people forget is that it comes and goes. Like everything in our existence, the economy goes in cycles, pendulum swings if you will. Read the rest of this entry »

