You already know intangibles are the difference between one brand and another. But do you know how much those intangible assets add to the financial value of your brand?

It used to be that brands were valued based primarily upon their hard assets, such as buildings, equipment, and inventory. However, in the last several years, valuation has changed in favor of intangibles, such as intellectual property, business processes, market share, and brands.

This shift is discussed in a recent article in Advertising Age by Bob Liodice, president-CEO of the Association of National Advertisers, Jez Frampton, global chief executive of Interbrand, and James Gregory, founder-CEO of CoreBrand.

They point out, as an example, that Coca-Cola’s total hard assets, according to its 2009 annual report, were $48.6 billion, yet its year-end market capitalization was $132.8 billion. The $84 billion difference “represents the value of the company’s intangible assets, largely its brands.”

In another oft-mentioned example, Volkswagen bought Rolls-Royce in 1998 for $790 million, but didn’t buy the Rolls-Royce name. BMW snapped it up for a mere $66 million. Today, BMW’s Rolls competes head-to-head with VW’s Bentley.

So how is the value of an intangible determined?

A number of methods exist, which consider everything from how much the brand has spent on marketing in the past to how much cash it might generate in the future.

Brand valuation companies such as Interbrand and CoreBrand have developed their own proprietary formulas. However, there is no universally accepted method.

Liodice, Frampton and Gregory would like to change that. They ask, “Isn’t it time for the marketing and financial communities to establish generally accepted brand-valuation standards?”

Seems like a good idea for a lot of reasons. Here are three:

• A standard would change the perception by some business managers that marketing is an investment in the future value of the brand, and not simply an expense.
• A standard would inform marketing strategy, such as the trade-off between achieving short-term cash flow vs. building long-term brand value. Discounting to drive sales would be viewed in light of its impact on brand equity.
• A standard would guide decisions to merge, acquire or partner with other brands.

Not to mention that, with a generally accepted valuation standard, CMOs would wield more power and shoulder more accountability.

Note: For more on how intangibles differentiate brands, see “Why intangibles are the more sustainable competitive advantages” and “The 9 criteria for brand essence.”

What does survival cost?  That’s what we are really talking about.    

Social Media is being looked at by many dealers as an expense they  can’t afford.   If you’re questioning your investment into social media you and your automotive ad agency need to address two questions.

1) Do you want to be competitive in 3-5 years. In just a few years several of your competitors will own the social media market.  You won’t be able to compete  for this space.  That’s right , you’ll be out of the game and there’ll be very little you can do about it.

So look in the mirror and ask yourself can I really afford not to be engaged in a serious social media plan?

2) Are you really in social media or are you just pretending to be a player. It’s easy to spot the pretenders. You just can’t hide. You’re either in or your out. You’re either doing it right or your doing it some other way.

Don’t be fooled by pretenders. CAUTION!  They’re everywhere!  They’re knocking at your door.  Many live right inside  your store.  Pretenders will fool you into believing you’re on the right path.

IF YOUR SOICAL MEDIA PERSON HAS ANY OTHER  JOB IN THE STORE, STOP!

This person can’t keep up. Trust me. If your store has passion and purpose this individual will not have enough time to keep you on point. This requires a full time effort.  

• After all we’re talking about survival!

I encourage you to review your social media implementation strategy.  Time is critical.  Do it right.

No imitations and no half baked efforts.

• The cost of a great program really is not very much.

Ask yourself right now do you have the
time, resources, and expertise to run a social media program everyday?

 The clock is ticking. 

STOP asking yourself how can I afford social media and start asking how can I NOT afford social media.

Networking is the epicenter for new contacts, sales leads, friendships and new clients. Social media has been a magnificent platform for networking and sites such as Linkedin – have created a community – that has been a well respected platform for businesses and professionals. Twitter has now also become a great place to connect for all genres of interest both business and personal and lets not forget Facebook!

Personally I have met some great people via social networking – for both business and pleasure with some great connections on Facebook in particular. What I really have enjoyed most – was building a relationship online that has continued offline. In some instances I was able to meet some of the people that were local and in others our relationship and business has moved to phone conversations. In both instances the old “traditions of relationship building and networking“  enhanced – when you have the chance to take that next step to connect with someone in person – or even by phone where you can hear their voice and build a chemistry of conversation.

In Canada online bank ING Direct has had alot of success using social media as a communications tool – both by their CEO tweeting and as well as company employees. They have had and announced what they call “tweet ups” across the country and are now opening ING Cafe’s for people to connect in real time – have a coffee, access to free internet and learn more about saving money as they say! They have seminars on various topics such as the importance of using credit responsibly – which in this economy is a worthy seminar to attend!

Mashable.com posted an article that originally appeared on the American Express Open Forum. This article written by Stephanie Marucs who walks you though – how to organize a successful meetup. A meetup is defined as a ” planned event where like-minded people meet and typically chat over cocktails and listen to a guest speaker. Organizing one of these events is an excellent way to establish yourself or your business as a “go-to” person in your industry.”

For anyone who has hosted a dinner party with success – you all know how important the planning and details can be! The reward is a vast new viable and fun network that you have to access both online and offline!

Best Nicole

1. Why Your Meetup?

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First, consider why you want to organize a Meetup. Do your research and find out what groups are already meeting, and decided what your Meetup could bring to your industry. Sign up on Meetup’s website and create a personal profile to see what the scene is like already. Search for terms that pertain to your field, and decide on what is missing so you can position your Meetup to satisfy that void.

Next, you need to craft a clear lead statement that explains exactly what your Meetup is about. Break it down so that people will understand what type of conversations you hope to develop.

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2. Create a Meetup Group

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Meetup’s services make it easy to get the group rolling. Create your group, and choose your location, the group’s name, headline and your lead statement describing what the group is all about. Pick a theme for your group’s page; you can choose from several templates or create your own.

The next step is important. Pick up to 15 topics that describe what your group is targeting. Picking the right keywords is how you’ll find the right members for your group. Meetup’s site offers some good suggestions and shows you how many groups already exist under each umbrella topic.

Then pick a pricing plan. Meetup is free to join, but if you want to actually start a group, pricing will run as low as $12 a month. With more than 6.5 million people signed up and over 60,000 groups formed it’s the simplest way to organize a group and reach out to the most people.

Now that you have created the group, you’re officially the “organizer.” Seventy-two hours after you have created the group the site sends out an alert blast to everyone who has listed the topics or keywords you choose to categorize the group, and invites them to join.

If you have contacts who aren’t members of the site but that you know you’d want to attend, send off a personalized e-mail informing them of your new group. You can also tweet the link to your group’s page so your Twitter () followers get the message as well.

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3. Grow Membership

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Don’t rush to create an event right away says Yuli Ziv, who organizes the Meetups for her group Fashion 2.0 and is the co-founder of My It Things and Style Coalition. Ziv’s group has more than 1,000 members, and she has organized 20 Meetups since 2008. She advises that you wait for the membership to grow before you announce your first event.

Once you decide to put a Meetup event on the calendar make sure you announce it and give yourself some time to promote the event so that people can RSVP.

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4. Format

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Meetups don’t have to adhere to one format. Most include networking over cocktails and often feature a panel discussion or guest speak and Q and A session from the audience. If it’s you’re first event, you may want to try something more informal.

Julia Kaganskiy organizes the 1,300 member strong Arts, Culture and Technology group. A former social media strategist and community manager for an entertainment agency, and current Digital Learning department intern at the MoMA, Kaganskiy held her first meet up nearly two years ago as a way to meet people in the specific communities she wanted to work in.

For her first event, Kaganskiy says she ran more of relaxed gathering because she wanted to get a feeling for who would come out. “I wanted to see what fields people were in and find out what they were really interested in. I worked the room and got a sense of what kinds of questions people wanted to explore.”

Fourteen Meetups later, Kaganskiy now creates each event with a different theme or topic and invites top industry leaders as guest speakers. Sometimes she’ll invite a few speakers to speak for 30 minutes or she’ll invite four or five guests with a variety of viewpoints to each speak for 10 minutes. Either way, the goal is to get the conversation flowing.

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5. Venue

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Once you decide what you’ll be doing at the event, you need to tell people where to actually meet. Finding a venue to hold your event can be the most difficult part. Depending on where you live there may be more or less available space. The key is, and both Kaganskiy and Ziv agree, is to find somewhere for free.

“Find a bar on a Monday or Tuesday, and most places will be thrilled to have you. If it’s a low traffic area they’ll be more than happy to have you bring in 50 people for a couple of hours,” says Kaganskiy.

Once you have space set there is always the question of if you’ll have enough. In places like New York City, space is often an issue.

As Fashion 2.0 has grown in membership, Ziv says that they have outgrown the venues where past events have taken place. To avoid turning people away, Ziv suggests capping the number of people admitted if there is enough interest. “Some events are better in an intimate setting,” she says. “A big event doesn’t mean a great event. It could be 30 people and be just as relevant and interesting as one with 100.”

Once you have established yourself as a group, Ziv suggests making a wait list if too many people RSVP to your event. “It can make people more excited. It means it’s a special event and people want to be a part of it. This way you can encourage people to RSVP early,” she says.

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6. Day of the Meetup

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For everything to run smoothly, it’s important that you do some last-minute preparation before your group meets. Call the venue to confirm, and make sure they have all the equipment you need (microphones, speakers, screens). If you’re bringing your own supplies, make sure the venue knows that ahead of time and confirm that you’ll be their early to set up.

If you’re in a private room at a bar or restaurant, try to make sure that the staff know who you are and that they’ll communicate to arriving guests where the event is being held.

On the day of, don’t forget your Sharpie pens, name tags, and the RSVP list. Have someone besides yourself man the door, so you can take care of last-minute needs. If you decide not to cap your admission number, make sure to have a sign-in sheet so you can get everyone’s contact information.

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7. Sponsorships

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Initial Meetups tend to be low-key affairs, but once you’ve organized a few and keep gaining members, sponsorship is a great way to make your Meetup more professional and enjoyable, while taking the costs off your hands.

Getting sponsored can happen in different ways. Fashion 2.0 was lucky enough to find some of its sponsors within some of its own members according to Ziv. “We have executives in the group and it’s to their benefit to tell their companies about a relevant group with great people who they would want to reach out to.”

The benefits of being sponsored mean that Fashion 2.0 can afford a bigger venue and host events with an open bar, which definitely attracts people. “It really takes it to the next level and makes it a serious event. The fashion industry has high standards and people expect a big production,” she says.

Another way to find a sponsor is through Meetup’s website. Three years ago the website noticed that groups were starting to get sponsored by local businesses.

“Running groups were sponsored by the neighborhood running store, and we saw that there was an opportunity for big brands to come in and support these groups,” said Cindy Laning, the account manager for Meetup sponsors. Since organizers pay to use the site, Meetup is committed to supporting the success of each group, and found that groups grow, on average, 7 percent faster with a sponsor.

Laning explained that organizers have the option of whether or not they would be interested in sponsorship, and Meetup reaches out to groups who they think would benefit from working with, including dozens of top brands like Columbia Sports, Dove, Vitamin Water, Equinox, Blackberry, Huggies and Microsoft.

“The point is to get as many groups sponsored as possible. We reach out to the group and act as the middleman between them and the brand.”

According to Laning, Meetup has a 75% opt-in rate for sponsorship, which insures that brands are welcomed into the community. “We get qualitative feedback; brands come in and they recognize these communities by financing them or with other things. The groups are so grateful for that support, that when it comes time to make a purchase decision they are likely to use the brand that has been helping them out. It’s a pay it forward mentality.”

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8. The Future

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Once you’ve organized your first Meetup, start thinking about the next. Talk to people to find out what will keep bringing them back, and try to come up with innovative ideas that will place you where you want to be in your industry: a connected, relevant contributor.

“Running the Meetup was the single most important move I’ve made in my professional career thus far,” said Kaganskiy. “It positioned me at the center of this community that I was just making my way into. It allowed me to create my own networking opportunities. Because I’m creating a public service by organizing these events, I’ve gain a lot of respect.”

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9. Keep Connected

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The event may be over, but your work is far from done. Now that you’ve met all these new people, it’s your job to stay connected with them via your group’s Meetup page, but also through other social media platforms. Follow your members on Twitter and Facebook (). Keep your community buzzing. Was there a controversial question that generated a lot of discussion? Tweet it after the event and keep people thinking about you so that they can’t wait for the next event. For example, John Hyland and Anthony Quintano of the NYC DSLR Meetup, keep up with their members via Twitter to keep conversation rolling before, during and after their Meetups.

At Fashion 2.0 there is a whole conversation on Twitter in addition to the event. Ziv says members all follow and support each other, and foster new discussions.

Kaganskiy uses her personal Twitter account to promote the group and says that following up with members on other networking sites really helps to cement the relationships. She reflects, “I was an outsider looking in. Now I have friends at every major museum in the city, and it is because I maintained those connections I made at the Meetups.”

Millions of people everyday play social games with and/or against friends and strangers.  This has become extremely popular, but most companies and organizations choose to ignore or don’t know about the great marketing potential that this represents.  Social games are a way for people to interact digitally with your service or brand and instantly share [...]

According to a recent article in Retail Traffic Magazine, luxury retailers are having to take a deeper look at the affluent audience and how their products and locations can cater to them. Even though the luxury market is in better shape today than it was a year ago, there is still a long road ahead to get back to where they were prior to the recession.  

What the luxury market was like when it was soaring:…read the rest of this post»

We sat down recently with our new media director, Ashlye Kennedy, to discuss how she got in to this business and to share her thoughts on today’s media landscape which is changing at ever increasing velocities.

Congratulations on your new role as media director. You received your degree in the classics, how did you make it to advertising?

I knew I wanted to work in advertising when I began college, but I didn’t want to be a marketing major. My aunt worked at Saatchi in New York. She told me it doesn’t matter what you major in, which came as a relief to me. I went with what I enjoyed doing, which was the classics, and my emphasis was ancient Rome.

How does your strong background in the classics help you in your career?

Interpretation of historical events and the study of how cultures and societies develop as well as understanding the influence of the arts and the interplay with broader socio-political environments–all of that connects to what we do. Our focus at RIESTER is understanding consumer behaviors and how we all adapt and change. We focus on how consumers view the world and participate in it. This is why I am drawn to media in particular. I love thinking around things 360 degrees, and understanding how all of us take in the many inputs we have in this world, and what we see and what we do with it. Understanding human behavior, whether in Ancient Rome or 21st century America, is directly connected to what we do at RIESTER.

What are some things that are similar today to the Roman era?

One of the big similarities is that Rome had an open policy with other cultures. As the Romans conquered new territories they let other cultures maintain their identities rather than forcing assimilation. The Romans also struggled with this.

Mirja Riester, RIESTER’s chief strategic officer, discusses this issue in the context of our century: “The entire U.S. consumer market is extremely dynamic and constantly changing. The velocity of social, ethnic and cultural change is accelerating rapidly.”

As a media expert, what are some trends that excite you today?

I don’t know of any period where things have changed as much as they have in the past 10 years. There is always something new coming out. It must be strange for people who started in this business 20-30 years ago. At that time there were long periods of time when the major media changes were the prime-time line up or whether Time or Newsweek was leading in sales. Today, platforms and channels change constantly and we have to sort through what’s working and what isn’t. Now there are new and limitless ways for brands to interact with consumers.

What are some of your methodologies for identifying where target audiences are spending their time?

Something that sets RIESTER apart from local and regional advertising agencies is our use of syndicated research. We insure that we have powerful and targeted research to identify where people are spending their time–because that is changing. It’s one thing to be buying television time when your choices are among five major broadcast networks and a few dozen cable networks. By contrast, the Internet is infinite. What we do best is mapping our media plans to what research tells us regarding what consumers are interested in and where they are spending their time.

Aligning what consumers are interested in and where they spend their time and mapping our media plans to that based on actual research is what we do.

How are you utilizing new media options, such as Facebook?

A social network such as Facebook opens up many new possibilities for our clients and we’re helping them explore those possibilities. Clients are startled as to the reach of Facebook and how inexpensive it is. Our clients are getting a huge impact for a very low cost. Consumers are spending an enormous amount of time on Facebook.

What works and what doesn’t when it comes to digital media?

What works is succinctly identifying your target audience and your message and connecting the dots. There is a danger in messages that are too broad. People will not interact with broad messaging. Clients are better off with multiple messages, so the creative needs to be tailored and synergistic with the site where it appears.

What’s still compelling about television media buys in 2010?

TV still represents the single place where you can capture the largest audience. The fragmentation of the Internet makes it very difficult to develop significant reach. You can still buy a single 30-second TV spot and have a very broad reach. You also have the impact of that “stop moment” in time that is very different in time from being a banner on a page. With a TV advertisement there is that one moment in time when you have the full stage. That remains unique and powerful.

Have you seen a decline in print buys in your media plans?

We use print differently, it’s more targeted. There’s been a decrease in newspaper buys and magazines are more targeted than they used to be. I’d say the Internet took from print more than it took from broadcast.

What’s an effective print campaign you’ve done recently?

We had a lot of success with Veterinary Pet Insurance. We did a campaign with a sophisticated tracking system to track calls and web visits. Print was ideal for this, especially for a direct response campaign. We needed to be able to switch up the message based on what was working. With broadcast this wasn’t an option because it’s so much more expensive to produce many different concepts with different messages. VPI has many different niche audiences based on pet parent demographics and the different demographics based on different pet types. Print gave us great flexibility to address these different audiences.

How has radio changed in the last decade?

Radio has had to get more competitive with their promotional components and making everything they air more relevant to their listeners to increase loyalty. There are so many other options out there: the iPod, and to a lesser extent satellite radio. Radio had to innovate to connect advertiser needs with what consumers are looking for. The immediacy and the creative flexibility of radio is important for driving traffic and sales at specific events.

How do traditional media and digital media complement each other?

Our target audiences are media consumers and as they move through their day they consume media from many outlets. A well designed media campaign pays close attention to this reality.

How is REISTER uniquely qualified to advise clients in today’s media landscape?

RIESTER has a solid strategic foundation in all that we do. We are not a project-based shop where we go project to project or media buy to media buy. We approach campaigns from all angles and develop strategic communication plans for our clients. There is a reason for everything we recommend to our clients.

Thank you Ashlye and congratulations on your new role!

Don’t choke the messenger.  I’m only reporting on experience!

 If your Automotive Ad Agency or  your Internet department is  staking claim to social media be careful.

The #1 killer of social media programs is territorialism.  In most cases this starts with people involved in the Internet department.

Now, I’m sure there are capable people in your Internet department but social media directors they are not.  Just because they work on the Internet doesn’t automatically qualify them for this critical role.

• Imagine you’re the coach of a football team.  You’re down to one quarterback and he comes up hurt.  You need a replacement.  You need someone to take you to the championship game. 
• Do you go out and find the best available quarterback to run your offense or do you look to the center.  That’s right the center.  
•  The center raises his hand and makes his case.  I’ve been handling the ball on every play all season.  I’m the guy that starts every play in pressure situations.  I’m a team player and I’ve been on the team for years.  I think I can do this!

This is like handing your social media future to your Internet department.

There’s no track record to even suggest they can be successful.  It won’t be followed with dealership traffic.

Your Internet department is paid to sell cars today.  How long has it taken you to get the right people in the right place?  Why move them? 

Don’t be fooled by territorialism.  Keep the right people in the right jobs.

Don’t move your prize receptionist to a service advisor. Don’t put your best floor guy in the Internet department. 

So, think twice before you give your social media program over to your Internet department. 

It may look like an easy solution but from my experience you’ll only lose time, money, opportunity and sales!

 

According to a recent Harris Poll, thirty-three percent of adults online are influenced a great deal or fair amount by reviews on blogs and message boards. Results skew in a similar pattern across different age demographics, with the highest percentage among 18- to 34-year-olds (41%) and a sharp drop off to the lowest percentage among ages [...]

The La Victoria brand has been on grocery shelves for more than 90 years, but it has not been on TV in more than 20. This week, RIESTER is helping La Victoria end that advertising hiatus with a brand new commercial that targets food enthusiasts of every level.

The commercial, directed by veteran still photographer and director Dana Tynan, embraces the cooking process and the feeling cooks have when they prepare a successful meal. It also features a brand new tag line for the brand: “You. Victorious.” Derived directly from the brand name itself, the line and the commercial speak directly to the confidence cooks have when they use any of the delicious La Victoria products.

Recently, one of our clients, Dan Marks, Chief Marketing Officer at First Tennessee Bank, was interviewed by Social Media Conversations on the topic of ROI (Return on Investment) of Social Media.

We’ve worked with Dan as he’s led his team at First Tennessee into what he refers to as “Web 3.0″ by developing a mix of traditional and social media marketing tactics designed to reach the bank’s audience. Along the way, there have been several tests implemented to determine the value of certain channels and/or tactics.

We thought we’d share Dan’s interview with you here, because we think the points he outlines are valuable for any business that wants to use social media to engage its customers, whether it’s a B to B or B to C environment.…read the rest of this post»

Most companies look for certain qualities in the interview process. Technical skills. Achievements. Past jobs. But one that often goes under-valued or completely missed is the ability to provide quality feedback.

How do you know if someone will be any good at giving feedback? It’s actually quite simple, and it starts with experience.

One of the most valuable things that experience provides is a vocabulary for explaining shortcomings and successes. An experienced writer can function as his own editor; he can review his work, find a flaw, and say to himself, “That semicolon shouldn’t be there. That’s not the kind of statement I want to make. That’s not the type of pause I want the reader to take.”

The inexperienced writer goes back and says, “I know something isn’t right, but I’m not sure what.” Telling the difference between good writing and bad writing, or good design and bad design, isn’t difficult — what’s difficult is turning that knowledge into actionable feedback.

Based off this knowledge, evaluating someone’s ability to provide feedback should be straightforward. If they’re going to be overseeing some of your employees, show them those employees’ work, then get their feedback. If their feedback is clear and detailed, bingo! You’ve got a ringer. If their feedback is vague and imprecise, you might want to reconsider. If they can’t give actionable feedback, then they’re going to be ineffective.

“The public now puts high-fructose corn syrup (HFCS) in the same category as trans fats: poison.”

So says nutritionist Marion Nestle in a post at her blog, Food Politic.

Wow. That’s a bitter pill for the corn-refining industry, given that every American consumes on average 60-plus pounds of the sweetener per year.

Thanks to governmental subsidies of U.S. corn and an import tariff on foreign sugar, HFCS is a cheap substitute used in the manufacturing of processed foods.

And it is in just about everything — not just the obvious culprits, such as pop, candy, desserts and fast food, but also supposedly healthy foods such as bread, yogurt, salad dressings, and cereal.

Read the label. HFCS is big business.

Lately, however, due to HFCS’s association with obesity, Americans are changing their preferences. Brands such as Heinz, Gatorade, Ocean Spray and Wheat Thins are being reformulated without it. Pepsi and Snapple are introducing HFCS-free versions. In fact, sales of HFCS-free foods are approaching $1 billion.

“Consumer demand for HFCS has dropped 11 percent, says a new report from the U.S. Department of Agriculture,” according to Virginia Sole-Smith in a post at Planet Green’s blog. “HFCS makers will also buy 13 percent less corn syrup this market year than they did at the highest point of corn syrup sales in 2001.”

The Corn Refiners Association is not too happy its product’s image has soured. It maintains HFCS is “just sugar,” and launched a $30 million campaign to “change the conversation.” (Watch the TV spots below.)

Interestingly, Al Ries (who along with Jack Trout, advanced the concept of brand “positioning”) says the problem may be the category name. In a recent article in Advertising Age, he notes that. “Even today, thanks to the objections of the Sugar Association, the FDA is resisting a simple name change from ‘high-fructose corn syrup’ to ‘corn syrup.’” (The Sugar Association, which positions sugar as “natural,” categorizes HFCS as a “man-made sweetener.”)

I’m always fascinated by commodities that run brand positioning campaigns, such as the California Milk Processor Board’s “Got Milk?” and The National Cattlemen’s Beef Association’s “Beef. It’s what’s for dinner.”

Which sugar is truly “natural?” Which is the least unhealthy “in moderation?” Is it corn, cane or beet? Bring on the Sugar Wars.

Remember those delicious Girl Guide Cookies? Or the Avon and Mary Kay representatives that used to come door to door – with their catalogs back in the day. They would have a bag of samples of products for you to try, you could leaf through their catalogs make your selections and then your representative would come back to your home and hand deliver your order. None of those things have disappeared – but like everything the methods for which some of those salespeople are now not only finding new customers, but communicating and engaging with their current customers is via social media online.

Like anything – for some – the internet can be a place of wonder and for others too much information can ultimately be confusing. Yet the sharing of information with the people who have the same interests, values and passions – is easy with social media – to zero in on the things that YOU want or need and even those things for which you may have forgotten and wish to remember…like the rows of vanilla and chocolate Girl Guide cookies!
My go to resource for case studies and great, yet simple info. on the topics I decide to write about Mashable.com and its author for this article – Zachary Sniderman, posted an article that shows how some of these savvy sales people and small companies are using social media with success. From Twitter to geo location tools like Foursquare – these companies are finding ways to get the most out of their social network efforts and communities and best of all seeing great results!

Being authentic, remembering how you build relationships offline and using those same thoughtful gestures to build transparent and honest relationships online are – ways to leverage the traditional sales techniques with greater success via social media!

Best Nicole

The days of door-to-door salespeople might be drawing to a close, but that doesn’t mean that people have stopped selling things. The Internet is a great resource to get your goods into the right hands, but it can also be a confusing mess of options. How do you find the right people online? How can you get your products to them?

We’ve found a collection of small companies and websites that can help you get the most out of your social media network. Whether you’re a tiny Italian ice shop, a regular seller, or a seasoned vet – these resources can help you get real results.

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Online Vendors

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One of social media’s greatest benefits is how easy it is to get brand exposure. Your products aren’t limited by having to set up a physical shop or take out ads in the local newspaper. However, with so many online vendor websites (such as eBay or even Craigslist) available, it can be difficult to find your customers through all the noise.

Craigslist and eBay are expansive platforms that reach a huge swathe of customers. While this is great for reaching a large market, it can be difficult for individual salespeople to get their products featured, or noticed. Instead, look to niche online markets that suit the kind of products you’re selling.

Imagine you’re a local farmer selling honey. Selling a jar on eBay might be tricky, however, sites like Foodzie or Foodoro that focus on selling goods from small food producers is a more focused way to get exposure and sell your product. A quick search can turn up other niche online vendor hubs.

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Creating Updates

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Once you’ve found a place to sell your goods, you need to let people know about it. Facebook fan pages and Twitter accounts are two great ways to let existing or potential customers know about your product. Food carts across the country have already jumped on the wagon in order to let their customers know where they’ll be parked. For example, New York’s Rickshaw Dumpling Truck regularly tweets its location for the day with light-hearted updates and customer service.

But what if you don’t have a food cart? Twitter updates are still a good way to build buzz and excitement and create a community of customers.

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Group Buying

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Group buying (or mob buying) is becoming increasingly popular as a win-win for businesses and customers alike. Sites like Groupon, Deals for Deeds, Buy with Me, and Social Buy provide its users with large discounts on businesses. While there is an expected discount in the transaction, group buying sites allow salespeople to reach new customers and draw in large chunks of profit. Most group buying sites (including the three listed) have a section where buyers can sign up to be a featured vendor. Some sites, like Deals for Deeds (based in Washington D.C.), include an option for buyers to donate their savings to charity.

Sellers beware: Because of the nature of group buying, most sites are regionally based so make sure you find a site or group that is around your area or willing to sell your products online.

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Foursquare Specials

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Foursquare is more than just an invasive new technology for young folk; it’s a powerful tool for salespeople to share their products through social media. Sellers now have access to a small business dashboard that allows them to offer rewards and special deals to their most loyal customers. One such example is Rita’s Ice in Bellmore, NY. The Italian ice shop was able to attract customers over its competitors because of its specials and offers – some of which were only accessible via Foursquare.

Foursquare is a good way to both find new customers and reward long-time patrons for their loyalty.

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The Dangers

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Yup, even the Girl Scouts – long-known for their door-to-door cookie drives — have turned to social media in order to sell their strangely addictive cookies. The Girl Scouts previously shunned the online world for safety reasons but are just now experimenting with a new, safe online outreach to allow customers to buy their favorites. You can find corporate accounts for Girls Scouts on Twitter, Facebook, Flickr and YouTube. But more importantly, you’ll find Girl Scouts everywhere sending Facebook messages to their friends and family members, inquiring on cookie orders.

While they are reaching a much larger audience, the Girl Scouts illustrates the danger of tarnishing a traditional brand image through selling via social media. They are so associated with door-to-door sales, that some see the turn online as a step backwards for the Girl Scouts’ image.

Branding is just as important for any other business or salesperson. Define your brand and decide how you can market it online without compromising your authenticity. With a little bit of forethought and tenacity, you can use social media to sell your goods with real results. (more…)

Don’t let old man time sneak up on you.  Social Media success isn’t that far away!

Proven products and processes are the backbone to every successful business.

Why is it then that we see so many different approaches to social media?

 We have so many brilliant minds in business today and new approaches are just hatching everyday.

 I’d like to think that’s the reason but it’s not.  We see so many different approaches because most businesses are just throwing things at the Social Media Wall and trying to see what sticks.

BAD activity leads to bad results. 

BAD activity leads to frustration, lost opportunity and eventually market share to your competitors.

 If you can buy a bar of soap at the store why go to all the trouble to create your own?

 If you can get a proven social media plan in place right away, on day one, why experiment on your own? 

 Time is money, lost time is lost money, and lost money looks like a homegrown social media plan.

 The social media question has changed from should I be in social media to how can I afford not to do it right?  Get with your automotive ad agency and see if they really have the solution for you.

 Grab a plan that has shown that it works and run with it.  You’ll never look back!

If you feel left behind you only have yourself to blame!  Come on join the conversation today!

 

 

 

We all know that social media management takes more time than money, in most cases.  Many marketing, communication, and public relations professionals struggle with managing social media platforms while still trying to accomplish other daily tasks.  The big question:  Do we hire an employee to manage social media, or do we hire an agency?
This is [...]

Mirja Riester, RIESTER’s chief strategic officer, is featured at Idea Mesnch a site that spotlights idea leaders who bring their ideas to life.

Mirja is in the company of such prominent thinkers as Seth Godin, Craigslist founder Craig Newmark, writer and businessman Gary Vaynerchuk and many others who are leading the way in the 21st century.

Mario Schulzke of Idea Mensch interviewed Mirja.

Mario: What trends excite you?

Mirja: The trend toward a simple life that we are seeing as a consequence of the recession – and how people’s desires are shifting. I am fascinated as to how this will truly impact how we live in the future. Will we change our lives to adapt more sustainable lifestyles? Can these changes be sustained even if the economy regains momentum? How much stuff do people really need to be happy? Despite the economic challenges the move toward sustainability in many aspects of life are only slowly gaining traction and we are at the forefront of determining how to advance the movement all the way to the top of large corporations.

Read the full interview at Idea Mensch: “Mirja Riester – Activist for sustainability in marketing.”

Maricopa County’s Clean Air brand recently became more visible with the unveiling of the Air Quality Department’s new office. Working with a team of graphic and interior designers, RIESTER developed a look that is, itself, clean. The space features an illuminated wall that glows in accordance with the color-coded air quality grade; a glass table that floats on the letters “AIR;” and an entire wall made out of 100% bamboo paper pulp. The sustainable design aligns perfectly with the Department’s “Clean Air Make More” campaign.

I just had to re-post this and see what you all thought about it.  What do you think?
Only 11% of teens email each day, Facebook COO Sheryl Sandberg told a conference crowd yesterday.
“Email is probably going away,” she said.
“Going away” is a bit much – email remains an important tool for business – but Sheryl [...]

Is your e-mail marketing working for you?  Are you creating stunning e-mail communications that engage your target audience and encourage them to share the information with others?  These are just a couple of questions that everyone should be asking about their e-mail communication tactics.
E-mail newsletters can be tricky: the design, coding, and federal regulations, etc., [...]

Today, and for every foreseeable day to come, the world of consumers will grow more complex. The media space will become more crowded. Information will come more frequently. Industry will continue to complicate.

Now more than ever, it’s the marketer’s job to cut through all that with a simple, clear message. Without a passion for clarity, great marketing doesn’t exist. Consider some of these iconic ads: Avis, Reagan, Tommy Hillfiger, Apple. The message is always crystal clear.

And while creating a message that speaks simply to the heart of a customer may seem daunting (the company is too complicated, the customer is too distracted), it shouldn’t be. It’s what makes our work exciting.

The philosopher Robert Wolffe has an exemplary attitude. Of his experiences in psychotherapy he recollects:

As marketers, we should aspire to the kind of passion that Wolffe has for clarity, for making even the most obfuscated ideas (and trust me, philosophers know how to muddle it up) transparent. Anything less is bound for mediocrity.