ideas-and-news Archives - Page 2 of 6 - Stone's Throw Creative Communications

June 12, 2024 Comments

Should we advertise on social media?

Unlike traditional print advertising in which we pay for the amount of space on a page and the number of issues in which an ad will appear (for example), social media advertising offers many avenues to get ad messaging in front of potential customers. The costs are determined, not just on a set amount per exposure to that audience, but in competition with others vying for that same audience. If it sounds like we’re talking about an auction, we are. For much social media advertising, you actually bid on getting your ad in front of your audience. You will notice terms like pay-per-click (PPC) associated with bid-based advertising. Other options of setting fixed prices to reach verified target markets on social media require a larger investment and are available mostly to big brand advertisers.

Social media platforms often say that cost is both the overall amount you spend on advertising and the cost of each desired result. This is overly simplified. However, if your desired result is to increase your number of Facebook followers or garner more LinkedIn comments, you could say that if you spend $100 a month and get five new followers each month, the cost of follower acquisition is $20 per follower. (We say this is overly simplified because there can be many other factors that influence cost, including your time, messaging development, ad and artwork creation, etc.)

When we at Stone’s Throw think of social media advertising as part of the overall promotional activity of a smaller to medium-sized business, we focus much more intently on moving prospects closer to you. How can we get that prospective customer close enough to have a conversation? That conversation can happen on a social media platform, yes, but for businesses like ours, we want to have that conversation privately. We want to ask questions that reveal challenges, exchange ideas, and answer questions as the consultative souls we are. So, one of our promotional goals is to spur a one-on-one exchange, either through email, telephone, video conference, or an in-person meeting. If social media advertising can get us to that goal, we think it could be worth a trial run. Start small. Assess. Branch out.

Just starting out on social media? Here are a few things you should know.

May 14, 2024 Comments

Why are brand style guidelines so critical for your business or organization?

By Janice Mondoker, Director of Design Realization

A brand is a valuable asset and consistency improves brand recognition. In the past few months I’ve come across several companies and organizations that did not have style guidelines in place. There are multiple benefits to setting standards for how to display your brand look and feel. Deviations can confuse, contradict, or erode your brand, diluting the impact you’ve worked to achieve. Using style guidelines is a way to ensure that your brand image is presented with the quality you intend.

To start, catalog your logo, brand colors, typefaces, sizes, and preferred placement. Do you use an approved one-color version? Stacked or horizontal? One or two pages of general guidelines will help reinforce your brand mark and keep other team members on the same page.

April 23, 2024 Comments

Once upon a time: Storytelling in marketing communications

I have been writing professionally for more than thirty years. For most of that time I’ve written communications for organizations whose teams seek engagement with educators, innovators, healthcare providers, patients, and students: a wide range, for sure, and an often-challenging one. With any writing assignment, I strive to bring the audience closer. That’s what successful communication does; it fosters a bond. Today, that bond-building communication is sometimes labeled storytelling. You’ve likely seen the word in the LinkedIn profiles of some highly regarded marketing gurus (or perhaps you’ve used it yourself). It sounds almost simplistic, easy, a child’s activity, but the act of storytelling is very far from inventing dreamlike tales about a product or service that the protagonist can use to slay the proverbial dragon. It’s serious writing that opens the door for your optimal audience to see themselves benefiting from a relationship with you. Although the language we use to describe it continues to evolve, storytelling has been at the core of good communications all along, like Dorothy’s power to get home.

Let’s turn back a few pages in time.

David Ogilvy, the British advertising innovator who came to wide acclaim in the mid-twentieth century, credited his success to deep and detailed research into the habits of consumers. He also created the concept of “branding”, linking the product and product name so tightly that it generated a loyalty to the brand. In his 1983 classic Ogilvy on Advertising, Ogilvy writes about storytelling: “Don’t write essays. Tell your reader what your product will do for him or her, and tell it with specifics. Write your copy in the form of a story, as in the advertisement which carried the headline, ‘The amazing story of a Zippo [lighter] that worked after being taken from the belly of a fish.’”¹

John Caples, another old-timey copywriting pioneer, developed advertising methods in the 1920s that suggested that using exact specifics (that means 52.7% rather than 50%) ensures your writing feels more authentic to your audience. In his groundbreaking book Tested Advertising Methods, Caples teaches how details help create a far more compelling and authentic story than vague statistics.² (Caples wrote the indelible ad headline, “They laughed when I sat down at the piano / but when I started to play!—” turning the universal fear of ridicule into effective storytelling that moved readers.)

Helen Lansdowne Resor, is not only credited as the first woman to design and implement national ad campaigns, she broke ground for women in the advertising industry (another story to tell there!), changing attitudes, minds, and business practices. Resor developed an editorial approach to her advertisements that read like a feature story, incorporating testimonials, emotional resonance, and carefully crafted descriptions of how the product benefitted the user. Resor’s 1911 copy for the Woodbury Soap Company is still quoted today: “A skin you love to touch. You, too, can have its charm…”³

These are just a few examples of copywriters who intentionally used the power of storytelling (and called it storytelling) to bring their readers closer…and all of them were writing nearly a century ago, once upon a time.

Deanne Napurano, Stone's Throw Partner — Deanne Napurano

References:

Ogilvy D. Ogilvy on Advertising. New York: Vintage Books; 1983:81.
Caples J. Tested Advertising Methods (4th Revised Edition). New Jersey: Prentice Hall Trade; 1980.
Burn D. “Helen Lansdowne Resor, Ad Legend”. Adpulp Website. https://adpulp.com/helen-lansdowne-resor-ad-legend/ Published July 9, 2020. Accessed April 23, 2024.

March 14, 2024 Comments

Is going “outside” worth it?

Where do you begin to determine if it makes greater financial sense to tackle marketing communications projects internally or to tap the services of an outside consultant? Evaluating the cost of a product may be straightforward – adding up the expenses of research, development, raw materials, manufacture, and packaging, for example. Evaluating the cost of services takes a more roundabout route requiring qualitative, rather than quantitative, assessment. If you’re considering hiring creative support from outside your organization, the following ideas may help you determine whether the move will represent true value.

Contract with specialists.

As marketing options simultaneously expand with today’s technological advances and narrow with new safety concerns, it’s challenging for all but the largest organizations to employ a full team of talented specialists in design, copywriting, photography, programming, illustration, and animation. One approach to curbing costs while keeping your competitive edge is through utilizing staff managers who are free to engage supplemental outside creative or contract marketing consultants who pull in team members as needed. In that way, your organization can leverage high-quality resources while staying lean and nimble.

Consider the actual money spent.

Contracting with outside creative talent can actually be less expensive than handling the same work internally when considering the actual cost of internal labor. According to Creative Business: “Most commonly, internal department cross-charges only accommodate actual payroll expenses with a small factor thrown in for overhead expenses. When all costs—salaries, benefits, and overhead—are included, studies have shown that charges for outside creative vendors actually average about 5% less than the same work done internally.” What’s more, creative fees often account for only a fraction of total costs of any marketing effort. Consider, for example, the cost of copywriting and design for an advertising campaign compared with the costs of the media space buy (paying for placement in online and print publications).

Do you have the in-house talent?

Some marketing communications projects require special know-how, some don’t. When it’s important to your business, the scales may tip in favor of engaging an outside resource. Many can attest to the experience of using available, well-meaning internal staff that winds up being an expensive choice in terms of failing to meet marketing objectives and missing opportunities. It also deflects internal staff from the jobs they’ve been hired to perform. “When effectiveness is critically important, hiring an outside specialist is always the least expensive and most productive alternative,” according to Creative Business.

Can in-house staff perform well under the extra strain?

Consider disruption, deflection, and squirrel chasing. When staff is already working at or near capacity, even a small assignment can clog the machine. We’ve seen situations in which the overworked employee simply gives the project her least attention and effort; she resents the imposition. We’ve also seen more enthusiastic responses in which the overworked employee drops her routine duties in favor of the special project, gumming up the works of the department. Unless your staff has excess capacity, think about bringing in an outside resource.

Do you want to retain more control?

Years of reports from many clients reveal that it’s just tougher to control marketing projects internally because management faces obstacles assigning tough deadlines or giving critical feedback to team members who have taken on special projects outside of their usual duties – forget navigating through office politics and disagreement around ultimate responsibility. “When you absolutely, positively have to have it done, your way, and on schedule, hire an outside vendor.”

Do you need a little objectivity?

If you’re looking for someone to stroll into the middle of your challenges and throw open the window to let in the sunshine, it may be hard to find that kind of perspective within your team. Working very closely with a product or organization over time may create blinders that you and your team no longer sense. An outside creative partner can help bring much-needed objectivity to your marketing communications and create fresh brand language that resonates with your target audiences.

Email us today and let’s get good things done. Click here to email us.

Where could you use help?

Advertising
Logo creation
Website design
Email and social media marketing
White papers and blog content
Marketing and sales materials
Press release writing and submission
Training and education materials and courses
Product and services literature
Telling your story well

February 27, 2024 Comments

Marketing your business?

Leverage our customized marketing plan roadmap to get you started.

Spend more time on what works and less time chasing white rabbits. MarketingCare provides smaller to mid-size organizations with insightful feedback and step-by-step recommendations for marketing with impact.

You’ll receive:

• A one-on-one interview with a marketing professional who knows the right questions to ask to help determine what your business or organization does, the market(s) it serves, where it’s been and where you’d like it to go

• A brief overview of your company background and general marketing objectives

• Recommendations for marketing and promotional activities geared to your business’s objectives

• Step-by-step suggestions for creating presence, softening the market, and building relationships with your clients, customers or members

• A review of your customized plan with a marketing professional

• An easy-to-follow guide

Use the plan in whatever way works best for you.
• Develop your marketing materials and promotional activities on your own.
• Contract Stone’s Throw for the support and services you need to develop and execute one or all of our recommendations. On request, we will provide you with pricing for creative and other services at no obligation.

“Clients get overwhelmed with the day-to-day demands of running a business or organization. Marketing can become a grinding necessity or is guided by bursts of energetic focus after weeks of neglect. It’s part of our job to help them feel some relief. When that space opens up, we can see clients becoming excited again. Everything begins to click.”

We’ll provide the careful devotion to the details.

For more than 20 years we’ve worked closely with clients in fields that range from professional services to education, and from biotechnology to healthcare. We understand the unique dynamics of working with smaller companies that have the ability to react quickly to shifts in market climate or sudden business development opportunities; you want to work with a team that will help you rise to the occasion. You also value a creative partner who provides checks and balances between planned activities and expectations.

Beyond a marketing plan, how can we partner with you to move your business forward?

For a select number, Stone’s Throw provides virtual CMO support, functioning as the business’s marketing department. As a Chief Marketing Officer would, we initiate and guide marketing plan recommendations and develop communications strategies that align with the company’s overall growth objectives. As a marketing manager and department would, we also provide the creative services, design and copywriting, art direction, production and programming that bring the company’s marketing plan to life. From broad goal setting, to day-to-day marketing tasks, we work side-by-side with you to build forward momentum. It all starts with a plan, even if that means determining a few loose parameters now, and establishing more focused guidelines later.

Over the course of nearly 25 years, we’ve had the privilege of working with many fine businesses and organizations. Those most successful at engaging their target audiences – and manifesting brand language that resonates with customers– have one important characteristic in common; they understand the power of planning.

Strategic marketing communications for your business are just a stone’s throw away.

Consultation • Strategy • Writing • Design • Integrated marketing programs • Individual projects

November 13, 2023 Comments

Company naming and brand identity for a newly launched community for professional coaches

Assignment:

Create an identity for a newly formed community for professional coaches, which reflects the core benefits of membership and the supportive nature of the experience.

Process:

Stone’s Throw met with the community founder to develop a communications strategy and creative brief for naming the organization and designing its brand identity. By identifying strategic mileposts, we were able to provide name options with rationales and suggestions for each option’s branding potential.

Results:

Through the process of naming, a brand concept began to resonate, spurring the creation of “Coach Springs”: a brand, a community, a destination for professional coaches.

We enjoyed working with the community’s founder to capture the essence of her idea: to redefine continued learning, growth networking, and support in the coaching universe. As we began to explore names for this new venture, we realized we were engaged in world-building. Welcome to Coach Springs – a brand, a community, and a destination for professional coaches.

October 2, 2023 Comments

Where do you focus?

If you’ve been feeling overwhelmed, even confused, about where to focus your marketing energy, you’re not alone. The options seem unlimited. Just ten years ago, a fine strategy for a business owner’s marketing and promotional plan likely included some direct mail, print, broadcast and outdoor advertising options, some type of community outreach program, compelling sales materials, and a brochure-style website. Today, we can engage with prospective customers almost anywhere, so businesses include interactive websites, blogs, mobile apps, social media, digital advertising, video channels, email campaigns, and more. Luckily for most of us, just because we can [try to] do it all, doesn’t mean we should. It’s very easy to spread yourself too thin, which can actually dilute your message, reach fewer customers, and exhaust you and your resources in the process.

Where do you start and how do you select the most appropriate avenues for your business? How do you do it with clarity and confidence? First and foremost, be selective. Be critical and objective. Don’t be dazzled by analytics unless you’re seeing an impact on your bottom line. Make a plan. Build your plan on a foundation of the basics. Make sure you keep your core vision in mind. What do you do for your customers? Who are they? Where do they get their news and entertainment? Why do they choose you over others?

Interested in a guide to help market your business?

For a modest fee, Stone’s Throw provides MarketingCare, a custom marketing plan roadmap to get you started. Click here to learn more, or contact Deanne at 609-395-0650.

July 25, 2023 Comments

Now that everyone’s on vacation, let’s get down to [a little] business.

It may be the perfect time to finish projects that don’t get done when everyone’s asking for your time.

One project that often slips to the bottom of the to-do pile during prime time is the hardworking case study.

Sales teams love case studies because they help prospective customers visualize the benefits of working together in a real-world example. Case studies serve as testimonials, services run-downs, and, if well-crafted, compelling advertisements that help elevate your reputation. They also provide plenty of opportunity for repurposing: launch them as blog posts; send them as emails; make them available as PDFs; print them and package them with leave-behinds and proposals; and, of course, serialize them across your social media accounts and newsfeeds. Case studies show off what your company does best.

If we’ve inspired you to create a couple new case studies for your team, here are a few tips to keep in mind:

Develop a template that reflects your brand and key objectives. Following your own style guidelines will help unify the look and feel of the case studies, fortifying your brand and core messaging.

Focus on the primary customer benefit of working with your company. Don’t shy away from the emotional impact of the project. Help readers understand why saving time was essential to your customers because with more time they could focus on improving service to their customers, for instance.

Decide which is most important: the customer industry or the bundle of services your team delivered. Direct the case study into that lane so you and your sales team can get the most use out of it. If you want to employ it with both audiences, write it two ways and create two different studies. Don’t try to accomplish both with one; you’ll muddy the intention.

Break the story into a few major categories.

Answer the questions:

• What was the problem, challenge, or assignment?

• Why were you brought onto the project?

• What was your unique approach to finding a solution?

• How did the customer benefit?

• How did the customer’s customer benefit?

• What details made a substantial difference?

• Why is this case study of interest to anyone else?

Ask every contributor the same questions. If you’re getting information from different resources from inside your company, provide each with the same short questionnaire. This way, you’ll find it easier to create similarity between content flow and depth of detail.

We can help.

If the timing isn’t right for you to start work on your case studies, we’ve got you covered. In short order, we can get you geared up with shiny new case studies that your team will want to use. Send us an email or give us a call.

May 3, 2023 Comments

Are you avoiding a marketing audit?

How do you know where you are and if what you’re doing is in alignment with what you’re trying to achieve? We recommend an audit – not a financial audit – but an audit of your current marketing practices. Some think they don’t have marketing practices to audit, but they do. (See “I don’t do marketing”.)

When we’re called into a prospective new client, we typically see one of three different circumstances. The first, and most common is a scenario in which the firm owner or company leadership sees the need for better marketing and doesn’t know where to start – or restart – or doesn’t have the internal resources to sustain the effort necessary to create forward momentum. The company may even have exhausted its internal team already and cracks in performance are beginning to show, either because the internal resource is crying uncle or opportunities are being missed.

A scenario we encounter less often is when the company owner believes that better marketing will help grow her business and to that end she’s been marketing the firm herself. She doesn’t want to invest more money in marketing, or any money in marketing, but she believes she’s willing to invest her own time in the process.

A third common scenario is when the company leadership does not believe that they need to improve their marketing efforts, but internal forces (sales people, business development folks) are demanding some kind of action or support.

In all of these situations, we ask the same questions in order to quickly audit the company’s marketing status. We ask questions that inform our internal assessor and judge. But before we can do that, we ask them to show or tell us what they’re currently doing to market the organization. Let’s list what we’re talking about so you know what to put out on the table in front of you.

Your company name
Your logo
Your tagline, if you have one, or any often-used “brand” language
Website
Social media accounts – profiles and posts, including curated (or reposted) content
Advertisements
Email marketing
Letters and communication to clients and colleagues
White papers or blog posts
Capabilities package
Sales materials
Proposals and qualifications packages
Videos
Etc.

All of this should be collected and put out in front of you in some way.

Now, ask the following questions:

What do you do?

What markets do you serve?

Who is your ideal client or customer? Describe her workstyle, education, type of business or industry, etc.

Why does that client prefer to work with you?

What makes your relationship work?

As we ask these foundation business questions, we look and read the current marketing materials against the answers. Do the answers to your questions appear in your marketing materials either explicitly or in images, tone, and style? If you only had your marketing materials as reference, could you answer these questions>

Ask further: What feedback have these materials garnered? Do prospective customers respond to any of your marketing tools? How? How are you measuring the success of your marketing materials?

Right away you may be able to see where there’s accord and traction, and where there’s a disconnect. That should begin to give you insight into your next steps.

This is something that any business can do for itself, whether you’re a solopreneur or run a fully staffed team: audit your marketing.

Pro tip: Be honest with your audit answers. When approached with an open mind, the process can yield stronger, more resonant marketing communications that move your audience closer to your organization.

February 13, 2023 Comments

What are you learning from your social media efforts?

Most social media platforms and social media management tools provide some recommendations for the kinds of metrics (measurements) we should be tracking. There’s a lot of information available. Much of it is very helpful for influencers who attract advertisers and sponsors based on the number of followers and interactions they have on their social media accounts. For those of us who work business to business or organization to organization, we have to temper that information with more meaningful questions.

We may not find ready answers to these relevant questions by looking at the numbers provided by social media platforms and social media management tools:

• How can we look at social media metrics and understand how they translate into advancing our professional relationships or earning more business?

• Does engagement with a follower on Facebook convert to the submission of an application for employment, a consultancy project, or a contribution from a donor?

• What should we measure to give us a better idea of the success of our social media campaigns?

• How do we define social media success when it comes to our overall communications or marketing strategy?

Why measure?

Two words: budget and accountability. For some, social media can become a time eater. For some who pay to boost posts or advertise on social media, that time eater can also eat cash. There’s no “set it and forget it”.

We’re looking for correlations.

All social media platforms (Facebook, Twitter, Instagram, LinkedIn, etc.) provide basic analytics for your organization’s social media pages’ performance, including measurements for post engagement, impressions, and click-throughs. Most provide those analytics through a dynamic administrator dashboard accessible by those who have been expressly authorized by the owner of that social media page.

Most subscription-based social media management tools, like Hootsuite, consolidate and overlay your social media activity across several platforms and individual social media profiles into one dashboard. Additionally, they suggest optimal future posting times based on computer-analyzed past performances of posts. By offering a consolidated picture of posts and post performance, management tools aim to foster efficiencies in scheduling and reporting. As social media features continue to evolve, social media management tools continue to expand their service offerings to remain useful.

For those of us not engaged in retail transactions, we must find the correlation between social media performance, other communications initiatives (advertising, direct mail, etc.) and our ultimate growth (transactional) goals (securing contracts, forming partnerships, increasing application submissions, etc.) to understand the effectiveness of our activity. To do that, we must also work outside social media management tools for the most meaningful analytics.

Common social media terms simplified

New to social media?

Considering advertising on social media?