Email Marketing: Effective & Inexpensive (can be, anyway)

columbus imPRessions often brags about our effective "multi-media" approach to PR & Marketing, and there really is more to this than the fancy lingo.  It's a well-thought out outreach plan targeting different audiences through a combination of traditional media (newspapers, etc), blogs, social networking, marketing pieces, mailings, and e-mail.   We always seem to have success with email campaigns, but have found that there are several secrets to success.  They may seem like obvious guidelines, but they can honestly make or break an email campaign.  

Okay, some will no longer be "secrets" to success.... 

• Short and simple:  Do not include too much info in an e-newsletter.  People receive a lot of emails, so the key is to grab attention and supply readers with an easy call to action (without sounding too gimmicky).
• Not too often:  We recommend keeping it to 1 or 2 emails a month.  Otherwise you will end up blocked, and potential customers will be annoyed by you.  
• Keep collecting emails and segment them.  This will allow you to send targeted emails to corporations, teens, moms, brides, non-profits, etc.    

An email campaign is a great tool, but requires time and energy.  

2009 NonProfit Marketing Ideas

A new year is here. A time for change, new beginnings, re-organization. New marketing ideas.

It's now more than ever that nonprofits need a strong marketing and PR strategy to stand out above the rest and capture the public's attention. There is a way to do just that and it doesn't have to cost much. You just need to be willing to think beyond the box, dive into social media, and come up with multi-media campaigns that simultaneously attract more individuals for a greater ROI.

Need an example: OK, here's one - a multi-media campaign idea. In our past life we worked for the local chapter of a very well known nonprofit organization. It was summer of '07 and we were preparing for our next fiscal year which would start in September. The regions were struggling to make budget and something was needed to create buzz and excitement in the organization. So Colleen and I put our creativity to work. We needed a call to action with a hook and excitement. During our brainstorming, we realized our chapter would be celebrating its 25th anniversary. We had it - buzz, excitement and a call to action!

A multi-media campaign was born inviting everyone to "become a part of the celebration" giving them a handful of calls to action in which they could do that. The messaging, and branding became the center for every facet of the organization - volunteer, outreach, program, development/fundraising, and of course, marketing and PR. Various targeted and strategic marketing pieces were delivered through Internet, social networking, PR, mailings, email, word of mouth, and events all simultaneously so various groups were hearing the same message but in a variety of ways.

Success! So successful, the chapter continued the campaign after our departure using the exact same strategy, messaging and branding we created. In fact, they are still using the campaign, well past the 25th anniversary mark. However, we would have recommended concluding the campaign when the 25th anniversary truly came to an end in September '08. Continuing something passed its point can be misleading or become tiresome.

All of this is easy, achievable. affordable and fun. Need assistance? columbus imPRessions can help. Just email us at info@columbusimpressions.com.

1-800 Flowers Brand Expansion

The other night on TV I saw an ad for 1-800 Flowers introducing the newest brand partnership, the one with Martha Stewart.

Who would have ever thought a flower retail shop in New York would grow into not only a worldwide florist, but extend itself into a huge home decor, and gifts mega retailer.

A few year's back 1-800 Flowers included local company Cheryl&Co into their brand collection. Cheryl&Co has been providing delicious cookies and corporate gifts for years.  This made me wonder what the new partnership with Martha Stewart would do to the locally grown company. 

Like Cheryl&Co, Martha also offers cookies.  Could this become competitive between the two brands?  Time will tell but at least for right now 1-800 Flowers is leaning heavy on Martha. The relationship is new, and Martha is huge. So huge she is getting top billing, heavy promotion, even an individual navigation tab on the 1800 flowers web site.  Cheryl and Co. basically has an honorable mention link at the bottom (underneath the fold) of the web page.

Let's hope this will only bring new customers to one of our favorite cookie brands from Columbus and help it grow even bigger.  You can order delicious Cheryl&Co cookies and gift baskets here.  Help keep a local company and brand prosperous!

Money Tight? Feed the Pig.

It's an expensive time of the year on top of a tough economic time.  Feeling frustrated and not sure what to do.  Feed the Pig can help!

We found a great site sponsored by the AICPA (America Institute of Certified Public Accountants) that gives you great tips on saving money, provides financial resources, financial discussions and podcasts.  They even have a site to help tweens with money questions.

"Spokespig" Benjamin guides you through the site making it interactive.  You can also find your inner under saver and learn how you can slightly change your habits and save money.  Add the application to your Facebook (like we did) and keep track of your saving commitment through social networking.

Want a daily reminder text keyword "feed" to 83484 for free reminders to feed the pig.

Sponsored by the Ad Council this campaign is targeted to Americans 25-34 so they can take control of their finances by reducing debt and increasing savings.

Great resource at a time when it's really needed.  Go ahead, check out the site and feed the pig.

Stand Tall with Starbucks

Watching SNL the other night I saw a Starbucks commercial.  The commercial didn't have a voice over, or actors, just green words on what looks like a coffee sleeve and subtle music.  This simple commercial makes a BIG impact. Starbucks wants us all to care enough to vote.  Care when it's convenient and inconvenient to make our community and our country a better place.  

Starbucks wants to show they care by giving everyone who voted a free tall coffee on Election Day.  A great way to persuade people to get out and vote and to also think about making this world a better place.

You can view the commercial on their web site home page here.

Next to the commercial you will see a red plus sign.  This opens the page to the new "Do Something Good Everyday".  Currently that page displays a counter counting backwards the seconds, minutes, hours and days until November 27th when they launch Starbucks Red. Starbucks red is a campaign to help the Global Fund in Africa.

Starbucks is giving back to countries where they do business.  All a part of their Shared Planet. 

We like the direction Starbucks is taking.  They are making their philanthropic footprint.  We are proud and excited to support companies who make their philanthropic footprint and Starbucks is making a big one!

Can't wait to vote and get our free tall coffee.  Thanks Starbucks for the java and for your power of persuasion! 

In looking at our last few posts, I have noticed how hard we have been working. And I think there is only one word for Team Michele and Colleen right now........ Mavericks.

Terminal Brand Promotion

Not terminal as in the end, terminal as in airport.

A growing trend in media brand promotion is media retail stores in airport terminals.  CNBC has two retail locations in Port Columbus - one in Concourse A and one in Concourse B.  Other media outlets are joining CNBC, like The New York Times, USA Today, Fox News Channel and CNN.

People traveling through airports usually have a higher income and want immediate information.  The media has found a unique way to target these individuals giving them what they want.  In return, the media is also getting what they want - expanding the brand, heightening awareness and creating additional revenue.

Store set-ups vary, but the brand is clear and consistent throughout.  The CNBC stores provide stock quotes at CNBC.com.  Fox and CNN broadcast their cable network 24/7 on a number of monitors throughout the store.  USA Today has the color coded similar to their paper.  

Next time your in an airport stop by, check one out and let us know what you think.

Harrison's on Third

A new bar called Harrison's on Third will be opening in Columbus soon and we've been keeping an eye on them... not because we are drunks, but because of the importance of capitalizing on a grand opening. It's crunch time for business owners to make construction decisions, handle hiring, and SO much more, that drumming up interest and creating awareness can end up on the back burner.  Harrison's on Third is not launching their website until the location opens, but they are keeping the public in the loop in a unique and smart way.  A banner outside says  to visit www.harrisonsonthird.com where you can join their e-mail list.  Emails are sent with photos of the construction, updates and the readers are given short surveys asking for preferences on wall colors, beers on tap, etc.  The goal is to give people a chance to participate in making Harrion's "your bar."  

Great job Harrison's on Third!  What a great way to get your neighbors talking and also the online community involved.  I can't wait to have one of the beers there that I voted for!

Are You Ready For Some . . . .

"Live United" - thought I was going to say football?

With football season upon us, look for the NFL and many players to promote United Way's "Live United" Campaign. This is the 35th year of the partnership between United Way and the NFL. To mark this milestone, it is said that one player from each team will appear in this season's collection of TV PSA spots. Other than TV PSAs be on the watch for web banner ads, radio ads, outdoor and print in both English and Spanish.

"Live United" is a brand position statement. It is about soliciting an invitation to Americans to join United Way and become a part of a life change in education, health and income.

For more info and to see some of the PSAs click here. You can also show your support with a cool "Live United" t-shirt. For more info on the tee click here.

Everyone Loves a House Party!

Wanna get some friends together at your house to try a new product or get a sneak peek of your favorite tv show? House Party makes it easy by sending event hosts a free party package so that guests can experience a product, along with thousands of other homes where parties are taking place at the same time! Some upcoming event examples include: A Fisher-Price Play Date House Party, Taste of Grey Poupon House Party, Get Creative with Cannon House Party, and much more. Convinced? I was (accidentally). I was looking around on the site for marketing insight and found myself applying to host the Grey Poupon party!

House Party has created an innovative approach to stay on top in the constantly evolving marketing world. They have found a way to answer some never-ending challenges that marketers face: How do we reach our target? How do we impact consumers without forcing a brand down their throat? How can we engage them in the brand? How can we get consumers to experience a product? How can we turn consumers into brand ambassadors who continuously spread the word about our product?

I would love to take this concept and bring it to a local level. Any ideas blog readers?

Simplicity is the Key to a good website

Websites have come a long way the past few years, changing from information overload, to interactive overload, to clear and simple usability.  Credibility has become more and more important with the blogosphere growing daily.  When looking for the facts, users do not have a lot of patience.  They either want to log on, figure it out and move on.  Or they want to get online and spend a little time seeing what others are saying and share their own opinion. 

The website mentioned in the posting below, ABC.com does a great job at not forcing users to think.  There are 4 options of where to go off the main page... the schedule, info about shows, watch episodes, and community.  The first three covers the basics and "community" gives users the more dynamic side- with a blog, message board, etc.  

ABC Truly Multi-Media

Last night I saw a promo on ABC. The promo had lots of icons, dancing icons, icons on umbrellas, people dancing with umbrellas that had icons.

The icons were symbols with a TV, Ipod, cell phone, DVD and computer. It's the ABC Start Here campaign.

This campaign promotes their multi-media abilities so you can watch what you want, where you want, when you want. Programming is just not on regular TV anymore. You can see HD on TV but you can also watch full programs on your computer, your mobile, downloaded onto your Ipod, or on DVD. They even had an ABC store to purchase all your ABC needs.

The other piece ABC promotes in unison with this campaign is the A Better Community (notice the play on ABC), ABC's home for community service. Through this site, as well as the public service announcements on ABC and other efforts, their goal is to inspire others to make a difference through volunteerism and public service.