Example 1 is the client who bought lots of new domain names (URLs) and wanted to “trick” the search engines by creating lots of mini sites that all drive traffic to the main Web site. A dangerous strategy if Google perceives that it is trying to be tricked, and a waste of effort and money. The better strategy? Get great back links by doing something worthy of being posted on some dynamite site. Write a relevant article and submit it to a national publication. Create a blog and build interest by offering something of worth on that blog. Use short video that addresses issues that the prospective client might find interesting, or that answer questions usually asked and hard to answer. The best strategy is to have a current Web site, well designed and maintained and optimized for search engines.

Relevancy is the key to getting ranked well, and there is an art to keeping that ranking by making the site work for you. Blogs, videos and changing content will help as well. But the key to ranking is relevancy and the key to getting and keeping interest is to be interesting (and relevant).

Example 2 is the client who wants a dynamite Web site so there is measurable ROI. Yes, corecubed can build a dynamite Web site that will be relevant, designed for search engines, and we use SEO in creating content and naming pages and photos. But how do you measure ROI from a Web site? Inquiries? Traffic to the site? Downloads? All of these are definitely measurable events, but the REAL ROI for any business is growing revenues and increasing profits. And the Web site is just one component of good marketing.

The start of good marketing strategy is starting with the basics. Who is the target customer? What messages resonate with them? What visuals will attract them that also marry with the message? THEN you build a dynamite Web site that is interesting, attractive, organically optimized for the search engines and one that does attract your target customers. So, no silver bullet unless you create it the way it is intended to be created with no shortcuts!

Marketing strategy starts with some basics, and the most basic is branding. Then messaging. Defining targets that are most receptive to the sale, and then creating a process to inform and communicate to all so the potential to MAKE the sale is spread across a wider and wider (although targeted) audience.

What you are looking for is marketing that is being conducted consistently in order to get the most effective results for the long-term.
Pam Selker Rak  writes so perfectly that “Organizations spend millions in research and development, and they hire the best talent to turn their ideas into breakthrough products or services. They further provide millions of dollars so that their staff is constantly updated as to the latest technologies. Yet they often fail to take this same process to further understand their market, or communicate with their customers in a structured, ongoing manner to build their brands for the long-term.”

Two more great quotes from Rak that are worth repeating here: “Marketing cannot sell a bad product or service (at least not for the long-term). And a good product or service can have only limited success in selling itself. It may have some success in the short-term but will not have mainstay without marketing to build and retain awareness and retention among targeted audiences.”

And the final thought is that “marketing should never be viewed as an expense; it’s always a long-term investment—if it’s done right.” It is that “if it’s done right” component that is usually the issue. Many people who are in marketing do not take the time to understand the product or service, know the industry, and get the basics done right prior to launching into the sales process.

corecubed knows the home care and senior care industries. corecubed staff keeps up with the news and the events in the industry, follows trends, and pays attention to what people are buying and how they are getting their information. corecubed keeps on top of technology and uses it to the greatest leverage for our clients. We understand the power and strength of good, strategic marketing and our clients’ successes reinforce that.

Merrily Orsini Presents “Swimming with the Current in the Social Media Tidal Wave: Strategy”

October 5, 2010 8:00-9:30 AM

Gaylord  Texan Hotel and Convention Center

Details soon at www.nahc.org

Then think about the fact that designing a Web site is not like designing a brochure. For a brochure, you are sending it out, or hand delivering it, or folks are picking it out of a rack in a health care facility. So it is the design and message that attracts them. For a Web site, unless the potential customer stumbles upon your site, or can find it via a search engine, they will not find it. So design, although important, is only one factor in what makes a Web site work.

The most important element is Web site design is the ability for search engines to pick up on the words that someone seeking care in your area would use to find home care. If search engine marketing (SEM) is not a part of the design strategy, then you might as well not spend y our money to have that cousin/brother design the site, no matter how low the cost. Think of it as designing a brochure and then putting all the printed pieces in a box and storing them in the basement. Sure, someone who is looking in the basement might find them, but that does not mean they accomplish your marketing goal.

Take a look at these sites: http://www.livefreehomehealthcare.com/ and http://www.independence4seniors.com/ and http://www.blackstonehc.com/. Three VERY different sites in designs, but all designed a) to  match the agency branding and b) to get attention with search engines and c) created and implemented by corecubed. Designed with SEO in mind, we call it. And ONE of these sites has had over a 1000% increase is visits over the past month, since it went live because of great media timing as well. Both employee applications and legitimate client requests for service started immediately upon the sites going live.

If you wanted a fancy wedding cake baked and designed for your oldest daughter’s wedding because that would make her happy, would you go to your neighbor who bakes for fun? When outcomes are important to you, hire someone who is an expert.  Choosing wisely which items to have done locally and which ones to outsource to experts is key to getting the best results. Your Web site, in this day and age, is simply one item that needs expert attention, and not causal or familial assignment. We at corecubed have been building Web sites since 1998 and I have had a Web site since 1993. Our Web design team is steeped in SEO knowledge. So we design for beauty, messaging AND SEO.

Take a questionnaire to have a new design priced: 
http://www.surveymonkey.com/s.aspx?sm=IxzRSjoJaEyrVN86uuAEbw_3d_3d

Herre is a link to a redesign questionnaire:
http://www.surveymonkey.com/s.aspx?sm=LYR08Vcg_2bsBZhvYzeXb9jQ_3d_3d

• Some tips for surviving and thriving in 2010:
  • Lead with optimism–always.
  • Collaborate when practical and relevant–but don’t create subcommittees.
  • Focus on and build a culture of excellence, base it on trust and it will see you through the tough times.
  • Be a change agent.
  • Be fearless.

As I head to Miami for the National Association for Home Care and Hospice Board Meeting and then the national home care strategic planning day on Friday, Feb 12th, I am challenged to live by these tips and a few more of my own:
Plan the work and work the plan
Know the audience before you speak
Integrity will always win, in the end
What goes around comes around (although maybe not in the timeframe you would like)

Do you have any words of wisdom or tips for survival for 2010? Share them, please!

Yes, there is a shift in the fundamental way we communicate. Ask us at corecubed. We know of what we speak.

See how it works? You actually WATCHED it, didn’t you? That is the essence of marketing and how incredible it is to have access to the tools we have to spread the word about a product and to get folks to INTERACT! Call us today at corecubed to see how we can make YOUR product a star and get potential customers to help you tell your story so people will listen.

Enjoy! And thanks, Ken!

I suggest that there are several ways to gauge the ROI of social media. The first is to focus on the number of relevant followers not just followers per se.
Other numbers that really count when measuring for effectiveness:
• The number of people who fill in a form to get more information (or register for an event).
• The number of people who use a specific coupon associated only with the social media campaign.
• The number of influential people who tweet something about you or the event or the business.
• The number of influential blogs that link to you, mention you, refer to you.
• The number of Twitter followers from a specific location or demographic that is important to your business.

March 11 in Philadelphia, I will be presenting on the strategy of social media at the 8th Annual NPDA  Conference: You can read more here, sign up, and come hear me talk live and in person!

Entrepreneurs interested in claiming a stake in the growing elder care industry will likely have questions: “Where do I start?” “What are the costs associated with starting a business?” “Am I the right person to have a business?” “What tools do I need?” “How do I go about marketing my business?” “What procedures, forms or resources are available for my new business?”

Plan now to attend my FREE Webinar on Monday, February 15, 2010, from 4 to 5 pm EST, and find out the answers to many of the questions you may have about starting and running a successful home care agency.

During my FREE educational Webinar, you will learn:

• The basics of starting and operating a non-medical home care company, including estimating costs and creating an efficient administrative operation
• The basics of strategically marketing your home care company internally and externally, attracting and retaining reliable staff members as well as new clients

These useful hints and tips for start-ups are just the beginning. You’ll also learn about a variety of tools, resources, products and customizable solutions for starting or growing your private duty business.

Register NOW! In the meantime, find out more about starting a non-medical home care business, visit www.startprivateduty.com. Or, check out the Private Duty Business Manual, an experienced-based how-to guide written by me, using my years of first-hand knowledge of owning a home care agency. It is a great tool for starting or growing a home care agency!

So how can you measure social media ROI? Understand that some benefits of social media will be intangible. It’s not always easy to put a dollars-and-cents figure on social media returns.

I dined last night at a Different Pointe of View in Phoenix with one of my MOST clients, Suzanne McNeely and her husband. We are in Phoenix for the 5th Annual Private Duty Homecare Association Leadership Summit, and Suzanne is leading a roundtable on Geriatric Care Management. One of the topics was the ROI in social media. So, in thinking about this, I offer more of McCauley’s questions,

“What is the ROI in regards to having lunch with a potential big client?” he asks. “What is the ROI in regards to playing a round of golf with a trusted advisor?”

Of course McCauley’s statement has to be a bit over the top, because there are indeed ways to determine ROI, but it does mean we’re going to have to try to quantify the unquantifiable. What is the ROI of your telephone? Of your iPhone? Social Media marketing is really a new way to communicate. Not simply a marketing tactic.

Play to play is the word for the day in Social Media. And we at corecubed are working to bring our clients along so they can benefit from social media in a way that makes sense, is not a total time drain, and will get results.

Merrily Orsini to speak  Tuesday June 29^th 11:00AM – 12:30PM

Royal Sonesta

Boston, MA

It’s a legitimate question. Much has been made recently of the supposed power of social media marketing. As experts declare social media to be the new chessboard where all the best branding moves are made, marketers are rushing to their keyboards to post Facebook statuses and tweet to their hearts’ content.

Click here to see this dynamite video on the real value of social media marketing, done right.

Most people want to know what is the return on investment with Social Media as a marketing tactic?

Social media is today what the Internet was in the mid-1990s. It’s a great tool, but it doesn’t guarantee success unless you understand its rules, and use strategy to implement it. Not every egg the goose lays is golden.

The key to adopting any marketing tactic is to measure the time/money spent, as well as the benefits you receive. Examine your technique. Measure your results. What works and what doesn’t work? It’s important to concentrate on the more successful aspects of social media, (or any marketing) while “cutting out the fat” by eliminating the time wasting chores and money wasting tactics.

At corecubed, we know there’s more to social media marketing than just planting your flag and staking a claim. It’s not enough to be involved. You have to be effective, engaged, integrated and willing to listen. Let us be your partners as you create a marketing strategy that  delivers the results you need. Call us today!

Indianapolis, Indiana

Merrily Orsini Presents 3 sessions on Private Duty/Private Pay:

Striving for Excellence in Home Care: An Operational Overview

External Marketing: Reaching Out to Get Clients and Referrals

Internal Marketing: Finding the Best Caregivers

Watch for updated information:

https://m360.iahhc.org/event.aspx?eventID=11518&instance=0

Who: Merrily Orsini, MSSW

What: Marketing 101: The Basics Specifically for Home Care

When: February 17, 2010 at 3pm Eastern

How to register: visit https://www2.gotomeeting.com/register/913689658

More details: Effective marketing is key for growing any business. The home care industry, however, requires a marketing approach that differs from standard and traditional marketing efforts in many crucial ways. Do you want to learn the foundational basics to improve your marketing efforts for your home care agency to stand out from the competition?

This FREE Webinar offers an overview of marketing strategy as it specifically relates to growing a home care business. Industry veteran and marketing home care expert Merrily Orsini, MSSW, will introduce you to marketing tools and techniques proven to take your agency to the next level.

During this FREE educational Webinar, you will learn:

- What important marketing information you need to know when it comes to home care
- The essentials of keeping your brand top of mind
- What marketing efforts you should start right away
- How to budget for the best results
- Techniques for allocating marketing time when time is scarce

In fact, social media – that is, interactive networking Web sites such as Facebook, Twitter, MySpace, Flikr and Linkedin – may someday be seen as one of the most innovative marketing tools ever to come out of the early 21st century. Make no mistake: It’s not an automatic guarantee of marketing success, (and as we learned from the dot com bust of the 1990s, neither is an online presence) but – in moderation and wielded skillfully – it can be a valuable asset.

Previously unheard of, now patients can share experiences with the world. Below is a YouTube video wwith a patient sharing his experiences with prostate cancer on Twitter and Facebook.

With this kind of access to information and with a world of people able to access it, the savvy home care company will cease to ignore the Internet as a valuable marketing tool

Merrily Orsini Presents “Marketing 2010: Moving Forward-Staying Current-Interacting”

May 6, 2010, 10:30-12 noon

Marriott Portland Sable Oaks

http://www.homecarenh.org/events/workshops.php

In keeping with my last sharing of classic TV marketing campaigns, I am bringing you Part II of the list. Enjoy the humor, the creativity and the bizarre inspiration that brought you these successful commercials from the past. And start thinking today of how you are going to reach your target market in 2010 and let corecubed be a part of the process!
 
B-O-L-O-G-N-A: “My bologna has a first name. It’s O-S-C-A-R.”

After all, children are likely to be the top consumers of bologna. Why shouldn’t its spokesperson be a child? These ads get points for their cute factor. This one began that long-lived American jingle that promoted Oscar Mayer bologna.

Pepsi does the Moonwalk: a perfect example of a high-profile company using a high-profile celebrity spokesperson to shape its message.

Chihuahua runs for the border. Nothing said “cute” like the tiny but cuddly Taco Bell Chihuahua. Constantly chanting the mantra, “Yo quiero Taco Bell,” this unnamed pet garnered such popularity among American consumers that Taco Bell Chihuahua toys were even developed. On the down side, some Latin American lobby groups viewed the ads as racist, and Taco Bell eventually dropped the mascot. But not before LOADS of tacos were sold! 

Well, we certainly hope you’ve enjoyed our trip down memory lane. And we know that we can certainly learn from the past. But, the past is the past and the future is bright and clear! Whether you’re looking to take the plunge into social media, redo or do a Web site or have your marketing campaign created from scratch, corecubed stands as your devoted partner into the next year and beyond.

For your enjoyment are some fun examples of the all-time number-one most popular television ads to ever grace your screen.

Where’s the Beef?

Let Hertz put you in the Driver Seat

Ernest P. Worrell and Mellow Yellow

Budweiser Frogs

On behalf of everyone here at corecubed, I’d like to wish you all Happy Holidays! Here’s hoping you had a great 2009 and that 2010 will prove to be even more successful! As your marketing partners, we stand ready to assist you in all your marketing, PR and design needs!

“Basic Marketing for Home Care: Understanding and Working with Social Media as a Tool for Success”

Presentating Thursday, March 11, 2010 1:45 – 3:15 PM

For more details, or to register visit the organization/conference site:

http://www.privatedutyhomecare.org/sections/consumers/conference.php

Cepia LLC, the company that created Zhu Zhu Pets, describes its flagship invention as the next best thing to the real thing.

The hamsters come equipped with artificial intelligence and the ability to react to outside stimuli. Accessories include a skateboard, small car and hamster wheel.

Why are the toys such a hit? Perhaps it is the unorthodox marketing techniques Cepia used to jump-start the popularity of its new product.

The first step in the process is simple: They had a good product. You might think that’s overly simplistic, but it’s not. Cepia took the time to do the proper research and find out what kind of toy robots consumers wanted. It was decided that the robot should take the form of a pet – and hamsters, in particular, were “cute” pets that parents hated to buy, since they were often seen as large rats. For this reason, a robotic substitute might be in order: It could be as cute as a real hamster, but without the stigma a live rodent brings with it. and without having to clean any cages.

Of course, after the company perfected the product, it came time to implement the marketing. Instead of opting for high budget TV ads, Cepia LLC decided to take its product to the people. Over the summer, marketers held product demonstrations at Major League Baseball games in states such Georgia, Arizona and Texas.

Social media also played a significant role in Cepia’s marketing strategy. Mothers who maintained active online blogs were given free Zhu Zhu Pets so they could test them out with their children. The face-to-face demonstrations, combined with the online buzz that was building in the blogosphere was enough to generate the demand we see today.

Even the toy retailers themselves have found their own ways to help sell the product. A report on I4U News explains how Walmart was able to use TwitPic to post images of new Zhu Zhu shipments arriving on planes, thus getting the word out that its local stores would soon be restocked.

The moral of the story: Despite what you may have heard, good marketing is not all about big budgets and lots of on-air time. Smart marketers understand that success is more about creativity and meeting consumers where they are. Do that, and you’ll soon see that even the smallest of rodents can run with the big dogs.

And, know that corecubed uses a strategy based integrated marketing communications model and we are experts at reaching targets where they are with powerful messages that resonate and cause the target to purchase. Sound simple? If it were simple, everyone would be able to do it!

Watch a Fox News story on the Zhu Zhu:

In the past week, the online behemoth made some radical changes when it began incorporating social media into its search results. Until now, individual posts from sites like MySpace, Twitter and Facebook have been MIA in Google searches. Not anymore.

Now Google displays any social media posts that contain a particular search term in real time – as they are posted.

It’s not that this never-ending digital gossip wasn’t happening before – it’s that the largest search engine in the online world now brings it to consumers “at the speed of live.” That means that anything and everything that’s screamed, spoken or whispered about your agency in the MySpaceFacebookTwitterYouTube world is spotlighted for the entire Web population.

And it’s not just social media that’s appearing on Google, according to a December 7 article that appeared on InternetNews.com. Google has revamped its entire search engine infrastructure to accommodate an arsenal of new tools.

So, if you want to be found on the Internet now is the time to get active in the social media landscape. 

How can you do that?

1) If your company doesn’t already have a presence in social media, get one.

2) Start posting regularly and often on Facebook, Twitter and MySpace. These are the top three, but they’re not the only social media sites. Monitor other sites – including startups – and consider joining them as well.

3) Maintain your list of SEO keywords and use them regularly in your posts, as well as your agency’s name. Remember: you want your posts to be seen by people searching for your company, or words related to your company’s mission and product/service offerings.

4) Videos, videos, videos! Invest in multimedia. Fill your site with video and audio files.

Companies like Google thrive because of their ability to identify and take advantage of certain trends. The same goes for home care agencies. Google has just handed us several new marketing tools for our arsenal. Take the time to become familiar with the tools – and you’ll quickly find you’re able to use them to your advantage! Or, better yet, just hire corecubed to do it for you!

Watch Google’s new Social Media Search in action:

That was the situation when the Plymouth colonists were approached by Squanto and other members of the Wabanake tribe of Native Americans. Thankfully, the two disparate cultures found common ground. Squanto and his tribesmen taught the settlers how to hunt, create clothes from animal skins, collect sap, dig and cook clams, build wigwams and other skills vital for survival in the New World. In exchange, the settlers shared with their newfound friends many of the inventions and techniques that had been developed in the European world.

It was a partnership borne out of mutual respect. And because of it, the colonists flourished – even in this harsh “survival-of-the-fittest” environment. As a result, the new partnership was solidified by a feast that became known as the first Thanksgiving.

The story is relevant to us today. As business owners, we’re also just emerging from difficult times. The economic recession is still upon us, and the casualties are all too real. Many of our colleagues and fellow businesses have not survived. It is only the bond of respect between us and our loyal clients – working together – that has given us the opportunity to succeed. It’s important that we never forget this.

This is just a reminder to thank your clients. Take the time to let them see your gratitude. And while you’re at it, learn something about this holiday we now celebrate that we call Thanksgiving.

When it comes to e-mail marketing, there’s one list you always want to have in the back of your mind:  the list of forbidden spam words.

We all have e-mail In-boxes, and along with those In-boxes come the ever-helpful spam filter, blocking irrelevant, annoying e-mails advertising cheap financial advice, ridiculous sweepstakes and Viagra. But occasionally, it will filter out worthwhile e-mails containing information relevant to the user – such as your e-Newsletters.

Why does it happen? More often than not, your email was blocked because it used one of the taboo words your client’s spam filter has blacklisted. The appearance of any of these words – particularly in a subject line – can doom your e-mail to a cold, lonely grave.

So how can we recognize these evil words and vaporize them before they cause us any trouble?

Some of those words include:

 Cheap                  Cash Bonus              100% Free        Affordable      Apply Now
Free Offer              Guarantee                Home Based     Increase Sales  Incredible Deal
Limited Time Offer   Make $                  Save $              Prices            Opportunity
Order Now             Refinance                 Weight Loss     Stop Snoring  Reverses Aging
Thousands             Remove                    Promise You    Mortgage Rates 

 As you can see, many of the words or phrases are obvious. Anytime someone sees or hears the words “100% free,” warning bells should go off. But there are also some seemingly innocuous words among the mix. Words like “prices,” “mortgage rates” and “opportunity” could be used in a worthwhile context, but still be seen as a red flag by spam filters.

For some more words that are banned, Wordpress.org keeps a list. The point is, lists like the above are helpful, but they’re still not a surefire guarantee that your e-mail is certain to reach its recipient.  As Stephanie Miller of Deliverability.com states, “it isn’t really about a list of words, per se, it’s how the filters see constantly evolving combinations of words being used.”

The key is to develop marketing copy that is original and creative, without resorting to tired clichés or generic catchphrases. This is where an experienced marketing firm can be an invaluable asset. If your e-mail comes with a subject line that’s so creative it’s never been done before, chances are it will whiz right by the spam police before they even get a chance to glance at their radar gun. 

You can also gauge the deliverability of your e-mails. Before distributing them to your clients, try sending one to yourself, your friends and employees who may be using different e-mail service providers to see if they receive them.

You don’t want to be labeled as a “spammer.” With a little due diligence and creative partner like corecubed, your e-mail communication will be able to steer clear of bouncers and be the life of the Inbox.

There are a number of interchangeable titles commonly used to describe the position: public relations director, public information officer (PIO), media relations director, press secretary and spokesperson are just a few. Even the slang term “talking head” will do is an apropos descriptor for this man or woman who holds press conferences and enjoys bringing the company’s message before the masses.

But what does it take to be a good spokesperson? How do you know if you or another candidate has the “right stuff” to go before the camera lenses and not embarrass the company? Creating a good impression in the minds of viewers is not as difficult as you might think.

Here are some tips to get you started:

1) Know the company. As a spokesperson, it’s your job to represent the company to those on the outside. You carry its brand reputation on your shoulders and you’re given the task of telling the agency’s story. You can’t tell a story you’ve never heard. That’s why it’s critical for the spokesperson to know the story front and back.

2) Convey the proper image. If the spokesperson is going to succeed at using the media spotlight to win new clientele, she is going to have to forge a special connection with your target market. To do that, she’ll have to convince them that she is just like them: they she has the same dreams, goals, limitations, challenges and fears.

This will, in some ways, limit your pool of prospective candidates. Obviously if you’re trying to build an image of responsibility and professionalism around your agency, you don’t want to choose spokespeople who remind viewers of Cheech and Chong.

“If your product requires an elderly man to convey experience and trust, you won’t waste your time looking at children,” explains an article on eHow.com. “Know the image you want your product to represent in customers’ heads and build a spokesperson around that.”

3) Be both spontaneous and diplomatic. In the YouTube clip inserted at the end of this article, White House press secretary Robert Gibbs had to respond to an annoying disturbance – the repeated interruption of a press conference by noisy cell phones. He could have simply let the interruptions continue – or worse – he could have become angry and turned the media against him. Instead he took action by commandeering the cell phones while turning the entire event into a humorous comedy sketch. His decisiveness won diplomatic points in the media, and the exchange got a lot of airplay, both online and on television.

It only goes to demonstrate how company spokespersons have to think on their feet. While they can’t sacrifice the message for the sake of diplomacy, neither can they sacrifice diplomacy for the sake of the message.

4) Look good on TV. Last but not least, good spokespeople have to feel comfortable in their own skin knowing that, behind that camera lens may lay thousands of adoring – and not so adoring – viewers. She has to feel (and look) comfortable on television talking to those who may not like the message she’s conveying.

“On TV physical comfort is essential,” writes Susan Harrow. “You need to be able to laugh at your gaffs and handle anything that comes your way. Be ready for people to say off-the-wall things to you. If you’re not physically comfortable in your clothes, the way you look and feel, that impinges on your ability to banter. The audience can tell immediately and it reflects on the product you’re promoting.”
Being a company spokesperson can be a fun and exciting challenge for those who enjoy the limelight. At the same time, it’s important for anyone who fills the role to understand both the dangers and the rewards. Not every story or TV appearance is a chance for positive PR. Sometimes it’s best to turn down that interview request – especially if it might forever link the company to a negative experience or news event.

Call corecubed today and we’ll give you the guidance you need to succeed on or off camera!

Robert Gibbs at the White House with Cell Phone Interruption

For others, the trade show turns out to be nothing more than a dizzying blur of booths, business cards, cocktails and cab rides. It’s a traumatic treadmill ride that fails to bear fruit in the form of new business.

Here are some tips to help your agency make a positive impression on the trade show floor.

1) Understand why you’re going. During the fast-paced, adrenaline-laced rush of a trade show, it’s easy to get caught up in the pizzazz and lose track of what should be your focus:  making strategic alliances, getting leads and generating new business. As a result, many exhibitors end up wasting their time on engagements that do nothing to help their business.

“Trade shows aren’t meant as an excuse to visit friends, collect hundreds of business cards for your collection and show everyone how nice your booth looks,” writes Al Lautenslager for Entrepreneur.com.

He’s right. Don’t automatically accept that invitation to spend the evening over cocktails – even if it’s with an old friend – if the engagement doesn’t stand a chance of helping you meet your goals.
2) Be Prepared. It’s more than just the Boy Scout motto – it’s the distinguishing factor between success and failure in marketing. It’s generally a good idea to start preparing for the show at least three months ahead of time. That will give you the space you need to figure out what your booth will look like, how much lighting it will need, what your space requirements are and how you’re going to organize labor to construct the booth and take it down. You’ll also need extra time to order all of your marketing materials such as printed brochures, colorful banners, etc. Making a plan and setting goals will help you come closer to accomplishing what you intend to accomplish.

3) Consider Role-playing. If your goal is to win new clientele, you want the employees who run your booth to listen to trade show attendees, but also be willing to take control of the conversation and steer it toward your ends. They need to be able to recognize when the meeting is veering off course and be able to point it in the right direction. One good way to train your employees to take charge is through rigorous training.

“Preparing your staff for the show can involve creating scripts for them, role-playing and answering any questions they might have,” writes Jonathan Edelman for TradeShowMarketing.com. “Your trade show checklist should establish certain expectations regarding their collection of sales or leads. It should also remind you to assign specific responsibilities to your employees as early as four months before the event.”

He adds that weekly or biweekly training sessions should then be scheduled to prepare them to meet these goals. There are loads of tips on this site if you want to take notes for some certain success.

4) Be Organized. You don’t want to return from the trade show with a disorganized pile of business cards. These aren’t just pieces of paper – they’re invaluable keys to new business. Find a way to stay organized, whether it means purchasing a book to keep them in or a digital business card scanner. You need to be able to follow up with these people – otherwise, those thousands of dollars you spent on the trade show will all have been in vain. Following up is really one of the keys to success.

5) Have Fun! The very fact that you’re at a trade show demonstrates a certain level of success. This is your chance to show that success off! Confidence, enthusiasm and professionalism are the order of the day – but don’t be afraid to take some time to roam the floor, partake of good food, take in the competition and enjoy the city!

The secret to success is preparation. That, combined with determination and a steady focus on your goals will keep you from becoming a trade show casualty.

At corecubed, trade show planning and management is one of our marketing endeavors. Whether you’re new to the trade show scene, or an old hand who just wants a partner to shoulder some of the burden, corecubed can help you make the most of your time on the floor. Call us to day and we’ll get started!And come see corecubed at the PDHCA conference in Phoenix January 24-26, 2010 and see what we are preaching to you IN ACTION!

Watch this video on trade shows!

They’re sponsors – and they’re utilizing a unique form of marketing to build their brand and solidify their hold on the market.

Sponsorship marketing is an effective and accepted part of the world’s business culture. From the moment we first heard Big Bird tell us that this episode of Sesame Street was “brought to you by the Letter Q and the Number 7,” we came to grips with the fact that events cost money, and it’s the generosity of the movers and shakers in a particular industry that make any given event possible.

Sponsorship marketing – particularly in the health care industry – can be a surefire way to position your agency as a leader in the area of home health care provision. The key is to be shrewd and strategic in the way you choose your sponsorship opportunities. The events you sponsor should provide windows through which you can reach your target market.

Blogger Kathy Hendershot-Hurd considers the example of a chiropractic practice that specifically targets children. In this case, she argues that a children’s sports team would be an excellent sponsorship opportunity to reach youngsters – and their parents.

“When the coach contacts you to pick up the check for sponsorship, be sure to have brochures prepared for the coach to hand out at the beginning of the season,” Hendershot-Hurd writes. “Ideally, the brochure should cover things young athletes can do to avoid injuries and what to do if injuries occur. Of course, the brochure should also cover which injuries can best be treated with chiropractic care.”

By attending the games, cheering the players on, meeting the parents and holding an ice cream party at the end of the season, she argues, the chiropractic practice will cement itself in the minds of the community as a generous health care provider that cares about the needs of children. When a child suffers a back injury, the parent will know where to go.

There are a host of sponsorship opportunities other than sports teams:  trade shows, seminars, speaking engagements, state fairs, and holiday celebrations – the possibilities are endless. How can you choose the right one for you? Here are some tips.

1) Consider return on investment. What kind of exposure will your agency receive? Specifically, will it help you reach your target market? If it’s not targeted enough, the cost of the sponsorship may outweigh your relative gains. Run the numbers first to make sure you’ll come out on top.

2) Does the event enhance your image? One of the driving motivations of sponsoring an event is to improve your brand. Obviously a health care provider likely would not want to sponsor a pipe smokers’ convention. Find events that would highlight your agency’s experience, compassion and professionalism.

“Coca Cola, for example, is always looking to generate a positive influence of their products in the minds of their consumers, and as such regularly support events they feel can influence consumer opinions,” writes Susan Friedman for About.com.

3) Who are the other sponsors? Like it or not, you are often judged by the company you keep. You can’t control how other sponsors conduct business, but you can choose whether to co-sponsor with them. Blogger George Torok suggests taking a closer look at those who might be joining your endeavor and determine if the association will enhance your reputation or decimate it.

4) Believe. Above all, Torok says it’s crucial that your agency knows about and supports the event that’s taking place. “If you don’t believe in the program, group or their battle cry – then stay away from it,” he writes. “If you fake your support you will be uncovered and it will haunt you and hurt you.”

5) Flock with birds of a feather. For a home care agency, the best sponsorships are with chronic disease associations. Find which ones are favorites of physicians that are on the #1 target list. Look for associations that are not already sponsored by competitors so your agency can really make an impact.

Sponsorship marketing does more than get your message out. It demonstrates to the community that your agency has heart – that it is involved with the community. Now more than ever, it is critical for health care providers to show that they’re focused on care – not the bottom line. It also positions you to be with those who are potential referral sources for your agency. Referrals come from those who know and trust you, and working together is the best way to gain that trust.

corecubed knows how to best help you pick the right sponsorship for your agency. Let us help. Call today. We can show you how sponsorship can make you Number One in your community.

Watch the video below about IBM’s strategic sponsorship of Wimbledon:

For more details on these forecasted ideas, read FutureLab’s David Armano in more detail.

The Federal Trade Commission (FTC) recently announced revisions to its guidelines for endorsements and product reviews – guidelines, we might add, that before now hadn’t been revised in almost 30 years.

According to an article posted by CNN, the guidelines affect product endorsements that appear in a “New Media” format, such as on blogs and social media sites. The upshot of the revisions is this:  If an individual or company is being compensated in some way – be it money, free products or some other form – to endorse or review a product on a blog or social media site, they have to disclose the relationship publicly. If they fail to do so, they could risk a fine of up to $11,000 per incident.
 
The revisions are having more than just a small impact. Just take the case of Mid America Chevy Dealers.

Earlier this month, the association of Chevy dealerships announced a promotion that lets six area mothers test drive Chevy’s new Equinox and Traverse crossover vehicles for a full month. The association also provides each mother with gas money and $150 in groceries. In exchange, the mothers are required to review the vehicles on blogs hosted by a Chevy promotional site.

Though cautioned to be truthful about the shortcomings of the vehicles, the women are promised rewards such as free massages if they persuade a reader to take a test drive.

Proponents of the FTC’s position say that bloggers who fail to inform consumers of this type of quid-pro-quo relationship could improperly sway readers. Those bloggers might feel compelled to minimize certain deficiencies in the vehicles in order to appease “the hand that feeds them,” so to speak. Full disclosure of this affiliation, the FTC argues, would arm consumers with crucial data they need to make a fully informed decision.

On the other hand, some critics argue that the revisions are an attempt by big government to stifle free speech in the blogosphere. Others say they single out online media for excessive scrutiny.

“Significantly, the new rules place requirements on social media from which traditional print and television media are exempt,” writes Tim Jones in a legislative analysis published on the Electronic Frontier Foundation’s Web site. “For instance, if a blogger publishes a book review, the rules will require her to disclose whether she received a free copy of the book from the publisher. Book reviews in print media face no such restrictions.”

In any case, what does all of this mean for you as a business? What should you do to comply with the new regs?

1)   Review your online marketing presence. Examine how your business markets itself in the blogosphere and in social media. Is all of your Web material created internally, or do you work with external partners? Who writes your blogs and status updates? Employees? Members of a professional association?

2)   Determine how each of these content producers are compensated. It’s important to note that “compensation,” according to the FTC, does not have to consist of money. It can take the form of free products, free services, a business partnership, referrals, etc. Any sort of quid-pro-quo relationship can be viewed by regulators as “compensation.”

3)   Disclose everything. Are your bloggers employees who receive a regular salary for their work? Disclose it. (The actual dollar amount is unnecessary.) The goal of the regulation is to let consumers know what may or may not be influencing the opinions of the bloggers.

4)   Do a reverse analysis. Determine how you and your business are taking part in the marketing of other companies. Do you write blogs or social media content for business partners? Are you being compensated in any way for that material? If so, you also will have to disclose your agency’s relationship to the companies and associations you’re marketing.

5)   Most importantly: Talk to your attorney. It’s critical to seek out the services of a competent attorney to ensure that you’re complying with these regulations. Neither this site nor any other that is not skilled in the practice of law can provide you with legal advice, and none of the material you are reading here consists of such.

As New Media continues to evolve and play a much more significant role in marketing, regulators will continue to closely monitor its use. We at corecubed are committed to keeping you informed about the latest developments when it comes to online marketing. Together, we can stay on the forefront of cutting edge communication as we look forward to 2010.

See the video below about the revisions:

Click here to view the text in a PDF of the newly revised FTC guidelines.

Bright Pink does. The Chicago-based non-profit organization devoted to promoting women’s health issues has developed a mobile marketing campaign to remind women to regularly examine their breasts for signs of cancer. Yes, that is MOBILE marketing campaign. According to a report posted by Genesis Davies, a blogger for EverythingPR, that campaign consists of text messages – somewhat dicey ones at that – distributed to mobile phones. And they are getting the desired attention.

Breast cancer awareness month is not just a time for non-profits like Bright Pink to point out the benefits of early detection. It’s also an opportunity for home care agencies to reinforce their caring brand by demonstrating their concern for the community and their commitment to curbing health problems like breast cancer.

Few things bolster an agency’s public image better than a genuine concern for consumers. But that concern does need to be showcased so folks will notice.

The best way to discover your agency’s opportunities is to find a non-profit organization that addresses a health issue that fits with your agency mission and contact the local chapter. There are a myriad of disease and charitable organizations that hold fundraising events to raise awareness, such as walks, bike-a-thons, auctions and other visible and fun group activities.

For maximum benefit, it’s important to let your clients and the public at large in on your involvement. As a home care agency you’re committed – first of all – to improving the quality of life for others. Show the world how you’re living out your mission. Here are some tips on how to do just that.

• Take part via sponsorship opportunities.
• Provide some great health tips relevant to the observance in question.
• Take digital images of agency employees as they take part in walk-a-thons, auctions, fundraisers, etc. and include them on your Web site.
• Shoot video testimonials of employees who describe their involvement and put them on YouTube and the agency Web site.
• Blog, Tweet and write on Facebook about the event.

Community involvement requires foresight and planning. It’s important to choose the right community involvement with the audience that is best for your agency. corecubed can help you make the right choices, get involved so it is the best for the charity and you, and really show your clients that, by supporting your agency, they’re investing in a home care company that takes responsibility for those around them.

Here is some more information from our press release:

Merrily Orsini, MSSW, creator of the MOST Monthly Marketing Communications program, was named a Finalist in the Marketing Campaign of the Year category in the 6th annual Stevie Awards for Women in Business. 

The Stevie Awards for Women in Business honor women executives, entrepreneurs, and the companies they run – worldwide.  The Stevie Awards have been hailed as the world’s premier business awards.

Nicknamed the Stevies for the Greek word “crowned,” winners will be announced during a gala event at the Marriott Marquis hotel in New York on Friday, November 13.  Nominated women executives and entrepreneurs from the U.S.A. and several other countries are expected to attend.   The presentations will be broadcast live on radio in the U.S.A. by the Business TalkRadio Network.

More than 1,100 entries were submitted this year for consideration in 54 categories, including Best Executive, Best Entrepreneur, and Best Community Involvement Program.  Merrily Orsini, MSSW, is a Finalist in the Marketing Campaign of the Year category.

Founder of parent company, corecubed, and creator of the MOST Monthly Marketing Communications program, Merrily Orsini, MSSW, is a member of the Board of Directors for the National Association of Home Care and Hospice and serves as the Chairman of the Private Duty Homecare Association.  Orsini comments,

“We are thrilled to be among such a distinguished group of finalists for the Stevie Awards.  The MOST program was developed as a direct response to a need we saw for home care agencies.  Home care agency owners simply do not have time in their day to spend creating a campaign to market their services.  With MOST, home care agencies have access to monthly educational marketing tools that touch their referral sources and targeted customers and keep their agency top of mind.  Customizable and geographically exclusive, our clients’ feedback is that the MOST monthly marketing program has allowed them to compete head-to-head with the national agencies and increase their billable hours.”

Finalists were chosen by business professionals worldwide during preliminary judging. Members of the Awards’ Board of Distinguished Judges & Advisors and their staffs will select Stevie Award winners from among the Finalists during final judging.

“Being named a Finalist in The Stevie Awards for Women in Business is an important achievement,” said Michael Gallagher, president of the Stevie Awards.  “It means that independent business executives have agreed that the nominee is worthy of recognition.  We congratulate all of the Finalists on their achievement and wish them well in the competition.”

Orsini continued, “To be recognized for innovation in this niche market is a great honor and we look forward to continuing to serve the home care industry with the best marketing solutions available.”

Details about The Stevie Awards for Women in Business and the list of Finalists in all categories are available at www.stevieawards.com/women.

Sales and marketing are like dance partners.  As with a pair of dancers, sales and marketing have the same ultimate objective: to work together, to play off of and enhance one another. Yet how each pursues that objective is different. Sales and marketing teams have unique strengths, weaknesses and core competencies. Yet management often lumps the two together, as though each performs the same role. The result is that, rather than benefit from each other’s capabilities, they compete at similar tasks in which neither excels. As we’ll find out, marketing needs to lead–defining the message–and sales needs to tailor that message to its clients.

<Read the complete article here>

“Guerrilla marketing” is a term coined by Jay Conrad Levinson in his book of the same name which was written in 1984. On his Web site, Levinson defines guerrilla marketing as the art of “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.” Levinson says, “Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world.”

 Gorilla marketing is what I am calling efforts that are highly funded, think the 800 pound gorilla, tactics that are more traditional and in your face, like paid advertising. Tactics that cost more, but may not be as effective as some of the more creative and targeted tactics used in guerrilla marketing campaigns. Gorilla tactics are easier to pull off, but may not have the same effect, if done correctly, as the guerrilla variety.

It may sound bizarre, but the following was the scene at several state fairs, trade shows and seminars across the country this year. A part of “Germs Unite!” – a guerilla-marketing program launched by Sani-Professional to promote its anti-bacterial hand wipes goes something like this:

You and your two toddlers are strolling through the state fair one hot, sunny August evening. You’re taking in the sights and sounds and the kids are licking the heart out of sticky ice cream cones. When a drop of vanilla lands on little Sally’s hand, she asks for a hand wipe.

Suddenly, a man and a woman – both dressed in lavishly bizarre costumes – come tearing out from the crowd.

“Don’t use those wipes, kid!” the man shouts.

“Don’t you know you’re killing innocent germs??” the woman cries.

“STOP THE GERMICIDE!!!!” another man screams as he falls to his knees nearby.

The trio – who are dressed as germs, you quickly realize – suddenly erupt in loud chants of protest, raising placards and drawing laughs and confused stares from onlookers. The kids, on the other hand, are a bit freaked out before they realize this is a stunt.

According to the Germs unite! Web site, the “germs” – actors in costume – travel the country staging protests. They also blog and maintain Facebook, Twitter and Flikr accounts. An online schedule shows the dates and locations of the next protests.

“We the germfolks of the world are protesting the senseless killing of our people by Sani-Professional with their products,” the site proclaims. Watch their video of the germ killers in action to see if you agree this is good effective marketing or not.

And, if you still cannot conceive of this, click here to see a video of Germs Unite! in action.

Sani-Professional’s strategy is an example (although a weird one) of “guerrilla marketing.”

So how effective are guerrilla-marketing techniques? Like any marketing technique, the basics still need to be included. The target is important, as is the message, and is the delivery channel.

Germs Unite! recently received an award for best business-to-business integrated online campaign from the Online Media Marketing and Advertising (OMMA) Awards Show. Of course, rewards don’t necessarily translate into revenue. But at least some knowledgeable people think the campaign was effective. Sales increases will tell the true story. This is not one of my personal favorites, but it does provide a good example of a campaign followed through.

Other guerrilla marketing projects haven’t been so lucky. In fact, some have been borderline dangerous.

In January 2007, a number of magnetic light display boxes depicting characters from the Cartoon Network’s “Aqua Teen Hunger Force” were placed in and around the city of Boston as part of a guerrilla-marketing scheme. When those boxes were mistaken for explosive devices, several streets, subways and bridges were shut down and the boxes destroyed before it was revealed what they were. A potential dangerous and definitely harmful to the business marketing scheme.

So is guerrilla marketing a good idea?

It can be, if the product is right for it, and if it engages the customer effectively and succeeds in communicating the selling points. Contrasting successful guerrilla marketing techniques with more conventional forms of marketing is one way to decide.

You also don’t want your guerrilla marketing techniques to be seen as a cheap publicity stunt. Such was the case with McAfee, a manufacturer of security software, held a partner conference in Las Vegas, and competitor Symantec decided to run a barrage of advertisements at the Las Vegas McCarran Airport to greet McAfee partners as they arrived. According to an article on CRN.com, the amount of advertising was so extreme – and so unfocused – that some solution providers who witnessed it saw it as a “wrongheaded approach.”

“It’s like going to a chocolate convention and being bombarded for ads with vanilla,” the article quoted one provider as saying. “I’m pretty sure that all of the pastry chefs were aware that vanilla existed.”

Moral of the story: Guerrilla advertising can be a good way of getting attention. But it only works if you know your audience and are speaking to their needs. If it doesn’t, it’s annoying and you may feel the backlash in your pocketbook. In other words, sometimes you get the gorilla and sometimes the gorilla gets you.

Ask us at corecubed for ways to go to market that a) fit your budget, b) are effective and c) will not embarrass you but will reap positive rewards for your business.

These are all effective, high profile means of disseminating your message to the masses. They are also expensive.

In each case, you’re paying a media outlet to feature your company prominently in the public eye. You’re effectively forking over cash to buy ad space, whether it be a few minutes of radio time or a predetermined square footage of billboard space. Mucho dinero means mucho ad space. No green means you’re out of luck.

But have you considered that you can get your message out just as effectively without laying down the lettuce for space?

It’s true. The fact of the matter is, you can get your name in print, on the radio – even wedged nicely into a few minutes of television airtime – without ever paying the media a cent.

The secret is in effective – and aggressive – media and community relations. In short, it’s all about “earned media.”

What is earned media?

Allyson Kapin, a blogger for FrogLoop.com, defines earned advertising as “media you don’t buy, but earn the old fashioned way – by taking the time to properly engage reporters, bloggers and influentials about your issue.” You can disseminate your message through blogs, media outlets, podcasts, photo sharing sites, social media networks and word of mouth. Instead of clients and customers gathering around an ad jingle or character mascot, they are drawn to your product or service for the experience it provides. That experience may come through media coverage or – more likely – a grassroots groundswell built around the familiarity of seeing your company in day-to-day life.

For example, take the case of KogiBBQ, a company that consists of two taco trucks that drive around Los Angeles, servicing Korean barbeque tacos. As Fred Wilson, a New York City-based blogger, explains, KogiBBQ’s marketing campaign consists of Twitter updates – the company has about 13,500 followers – and other social media endeavors, including a flickr stream and an active blog.

The company was started by a team of food professionals who sprung from top food restaurants. What they didn’t have was money. That’s when they found out about earned advertising, such as social networking.

“The blog, the photos, the tweets and mostly the tacos did the trick,” Wilson writes. “KogiBBQ is such a big hit that they increase the revenues at the clubs they park outside of at night by more than 2x. And the lines are Shake Shack lengths. People often wait an hour or more for one of these tacos. The point of telling you this story is that earned media is both powerful and free. But you must earn it. KogiBBQ posts photos to flickr every day and tweets all day long. They reply to tweets as well. They are active in their ‘earned media.’”

Earned advertising does not necessarily have to be limited to online social networking. It can also consist of community involvement that fosters freewill – and sometimes – media attention. Sponsor a little league team. Offer yourself up to the media as an expert in geriatric care. Host a gathering for elderly war veterans to meet and discuss their experiences. Build a positive experience around your brand so that consumers will get “good vibes” when they see your logo.

It can be powerful and effective – and it doesn’t cost a cent to the media.

Perhaps one of the most recent examples of effective “earned” media is the case of Ann Minch, a Bank of America customer who posted an angry YouTube rant after her credit card rates went up. As a result of her video, a BofA representative called her and renegotiated her credit card statements. Just a few moments ago, even as this blog was being written, she was interviewed on FoxNews about the effectiveness of the video. That was free advertising she didn’t have to pay a cent for. It worked for her. It can work for your company.

corecubed is experienced at building and implementing earned and some not earned advertising strategies. To find out more, simple contact us today!

Rule #1
Commit to your business. Believe in it more than anything else. If you love your work, you’ll be out there every day trying to do the best you can, and pretty soon everybody around will catch the passion from you – like a fever.

Rule #2
Share your profits with all your associates, and treat them as partners. In turn, they will treat you as a partner, and together you will all perform beyond your wildest expectations.

Rule #3
Motivate your partners. Money and ownership aren’t enough. Set high goals, encourage competition and then keep score. Make bets with outrageous payoffs.

Rule #4
Communicate everything you possibly can to your partners. The more they know, the more they’ll understand. The more they understand, the more they’ll care. Once they care, there’s no stopping them. Information is power, and the gain you get from empowering your associates more than offsets the risk of informing your competitors.

Rule #5
Appreciate everything your associates do for the business. Nothing else can quite substitute for a few well-chosen, well-timed, sincere words of praise. They’re absolutely free and worth a fortune.

Rule #6
Celebrate your success and find humor in your failures. Don’t take yourself so seriously. Loosen up and everyone around you will loosen up. Have fun and always show enthusiasm. When all else fails put on a costume and sing a silly song.

Rule #7
Listen to everyone in your company, and figure out ways to get them talking. The folks on the front line – the ones who actually talk to customers – are the only ones who really know what’s going on out there. You’d better find out what they know.

Rule #8
Exceed your customer’s expectations. If you do they’ll come back over and over. Give them what they want – and a little more. Let them know you appreciate them. Make good on all your mistakes, and don’t make excuses – apologize. Stand behind everything you do. ‘Satisfaction guaranteed’ will make all the difference.

Rule #9
Control your expenses better than your competition. This is where you can always find the competitive advantage. You can make a lot of mistakes and still recover if you run an efficient operation. Or you can be brilliant and still go out of business if you’re too inefficient.

Rule #10
Swim upstream. Go the other way. Ignore the conventional wisdom. If everybody is doing it one way, there’s a good chance you can find your niche by going exactly in the opposite direction.
________________________________________
Sam Walton’s 10 Rules For Success - from Sam Walton: Made in America, My Story, co-authored by J. Huey, Doubleday.

Stay with me here while we talk video game consoles for a moment. Like the Nintendo Wii. Just for the sake of argument, I want you to close your eyes and picture what the target market of a Nintendo Wii looks like.

You’re probably picturing a tech-savvy teen. Maybe someone in their 20s. They’ve probably got bleached jeans with holes in the knees. Maybe they have long hair, are unshaven and randomly punctuate every sentence with the word “dude.” There’s a good bet that they consider themselves “professional” students and haven’t held a job for longer than six months.

Fair enough. They’re out there. But if your perception of the Wii market is limited solely to the young, I’ll-never-have-a-real-girlfriend demographic, you don’t truly understand the product, or the needs of the consumer. The truth is, if Nintendo were to focus its Wii ads entirely on this one group, it would lose out on a lot of revenue.
Jeffrey M. O’Brien, a feature writer for Fortune magazine explains,
“While game consoles typically attract youngish males with an antisocial streak, the Wii is bringing people of all demographics together: in nursing homes, for Wii bowling leagues, on cruise ships, at coed (!) Wii-themed parties….”

Who would have thought seniors, and people of all ages would be flocking to Wii consoles to engage in mock boxing matches, make-believe bowling contests or even pretend fishing expeditions? Why do they do it?

According to Carol and Richard Eustice of About.com, it’s about the exercise. In order to play the Wii, people must engage in physical activity by swinging, shaking and jerking a motion-sensitive controller. The result can be a full-fledged workout – with a little bit of fun added in.

“What is most exciting about Wii is that it has unexpectedly put the fun back into exercise and physical therapy too,” the Eustices write in their blog to seniors.

“So why are you pushing this, Merrily?” you may ask. “I own a home care agency – not a game shop. What do you want me to do, stock up on Wii’s for my clients?”

That’s not the point at all. You see, I think there’s an important marketing lesson to learn from the Wii’s story – one from which home  care agencies can benefit. That lesson is this:

Never let your target market get so specific that you ignore other prospective potential clients and referral sources.

When Nintendo developed the Wii, it was quick to recognize that the game console provided more than just a convention gaming experience. It provided something else: exercise. This was an added value the other game systems didn’t have – a value that could appeal to people of ALL ages. So instead of marketing to a single group, the progressive company marketed to everyone who might be drawn to that value.

The same applies to home care agencies.

Home care agencies restore independence, uphold dignity, bring security and peace of mind. Often, the target is solely to the elderly themselves. After all, the vast majority of clients who need home care services are senior citizens.

But home care agencies sell themselves – and prospective customers – short if they are only targeting this one segment. There are other demographics who need care: the physically handicapped, those with mental disorders, parents of infants who suffer from rare diseases.

Think of how these individuals would benefit from in-home caregivers. Yet many of them don’t even realize the option is there. As compassionate care providers, don’t leave them behind. Think of ways to expand service offerings and then marketing messages to reach them as well.

They’ll thank you for it. They may even invite you over for a few rounds of Wii bowling.

Imagine the difficulties of taking out five or six skeets all fired at the same time. The task is virtually impossible. Even the most skilled marksman would balk at the challenge. You can’t expect to fire one bullet and hit all seven. You have to take each skeet one-by-one, so you can devote all of the necessary time, energy and skill to them all individually.

Unfortunately, some fail to recognize this strategy when creating collateral and communication to the target audiences.

One of the cardinal rules of any marketing communication is that it must speak to the needs of its target audience. Nothing irks a homeowner more than to receive an ad in the mail for rental insurance: they don’t need it, so it’s a complete waste of their time.

The same truth in targeting goes for eNewsletters. The truth is some businesses — such as home care agencies – serve a plethora of diverse clients with various needs, and get referrals from those who are not the care recipient. Such an agency might want to target:

• The frail elderly potential or current clients.
• Families or loved ones of those who need care.
• The medical community that refers for home care.
• Ancillary business that interface with those who might need care or care advice: attorneys, trust officers, real estate agents, etc.

It’s clear that each of these sub-groups have their own challenges, goals, needs and desires when it comes to information needed on home care. Thus the marketer is faced with a challenge: How can the agency distribute communication that speaks to all of these diverse sub-groups?

The answer, in many cases, is this: They can’t, unless they REALLY work at it. And sometimes, they just can’t.

That’s right. You read it here. You can’t apply a one-newsletter-fits-all solution for a diverse audience any more than you can take out a dozen clay targets with one bullet. It’s one thing if your client base is made up of apples. It’s another if it’s comprised of apples, oranges, pears, bananas and ugly fruit.

So how do you know when it’s time to come up with two, three – even four – different versions of the same newsletter?

The important thing is to identify each target market and then read the eNewsletter once for each group in an effort to determine whether that specific group would be excited or energized by the content. Read each article – every piece of content – and place yourself in the shoes of each market segment. How would the 98-year-old World War II veteran react to the e-newsletter? What about the doctor who specializes in orthopedics? Or the son who lives in California while his mother is in New Jersey?

You likely will not have to rewrite the entire newsletter. When done correctly, many articles will span the targeted audiences. That article on the tax deductions involved in home health care might be of interest to the elder himself or to his adult child, but if you want to interest the trust officer, you’ll likely want to replace that feature story with one on Alzheimer’s symptoms or when to take the keys away.

The key to eNewsletter marketing is providing the reader with information they need – and want! When you can track the hits back to your Web site you’ll know they’re reading what you have to say, and taking action to see who is saying it.

And they’ll remember your name when they’re in need of your services – and when they have the opportunity to refer friends, family, clients or colleagues.

We at corecubed understand the integral role that an active, reliable ongoing monthly eNewsletter can play in a company’s marketing campaign. We don’t just throw eNewsletters together: We provide targeted content that is relevant and informative in addition to being positive about your company. Our careconnect eNewsletter program is just one example of how we can help an agency send out the right information that can target many. To learn more, shoot us an e-mail, check out our Web site or give us a call!
Click here to view a feed of videos relating to eNewsletters.

http://www.ilhomecare.org
Annual Conference & Expo
Chicago, IL 

March 10-12, 2010

WA Home Care Association of Washington

http://www.hcaw.org
Spring Conference
Seattle, WA

April 6-7, 2010

MO Alliance for Home Care

http://www.homecaremissouri.org
Annual Conference & Home Care Exhibition
Lake of the Ozarks, MO
April 25-28, 2010

ND Association for Home Care

http://www.aptnd.com/ndahc
Annual Spring Educational Meeting
Fargo, ND
May 4-5, 2010

CA Association for Health Services At Home

http://www.cahsah.org
2010 Annual Conference
Sacramento, CA
May 4-7, 2010

PA Homecare Association

http://www.pahomecare.org
Annual Conference
Harrisburg, PA
May 12-14, 2010

MN HomeCare Association

http://www.mnhomecare.org
40th Annual Meeting
Brainerd, MN
May 19-21, 2010

IA Association for Home Care

http://www.iowahomecare.org
Annual Conference & Expo

Altoona, IA
June 8-9, 2010

AR Home Care Association

http://www.homecareassociationarkansas.org  
2010 Annual Meeting & Trade Show
North Little Rock, AR
June 9-10, 2010

NJ Home Health Assembly

http://www.homecarenj.org  
Annual Conference & Exhibition
Atlantic City, NJ
June 10-11, 2010

AZ Association for Home Care

http://www.azhomecare.org  
Annual Conference
June 17-18, 2010

MS Association for Home Care

http://www.mahc.org
Gulf Coast Home Care Conference & Exhibition
Biloxi, MS
July 18-20, 2010

TX Association for Home Care

http://www.tahc.org
Annual Meeting
Dallas, TX
August 11-12, 2010

OH Council for Home Care

http://www.homecareohio.org
2010 OCHC Fall Conference & Trade Show
Columbus, OH
September 15-16, 2010

Contact for more information:
Web site: http://www.caremanager.org/cde.cfm?event=262696

Contact for more information:
Web site: http://www.vnaa.org/vnaa/g/?h=HTML/AM_2010.html

Contact for more information:
Web site: http://www.agingconference.org/AiA10/index.cfm

We will also have a booth (#1449) which I encourage you all to visit and enter our raffle. The winner will receive a great prize with custom branding!

When it comes to getting that message out, one way to get the job done is with face-to-face communication. And, rather than one-on-one, you get more leverage if you are reaching more people. And if those people have an interest already, then all the better.

And what people should you reach and how should you go about it? First, look at your marketing plan. Hopefully you are tracking where you get referrals, and that includes not only what types of referrals are your best, but where are they located. Then, you systematically start trying to get in front of groups of those folks. It may be an association meeting for a disease organization, or an in-service for aides at a nursing home. Church and community groups oftentimes seek speakers on interesting topics.

And instead of selling your services, try educating on some aspect of frailty or disease that might be of interest to the group. For instance, elder law attorneys may want to know options for finding good care. There are liabilities and risks associated with hiring private aides that attorneys or trust officers may not have realized. And for senior groups, how about discussing when one knows it is time to seek assistance. What are signs of stress and burnout or malnourishment? And how does one seek assistance. And what does ‘assistance” mean? Are there contracts and set hours, or can the person seeking care have input into the caregiver and the duties.

First make a list of all the things that you do know, and then look for ways to get in front of people to educate them about what you know. Below are some tips to help you identify – even create – good speaking opportunities, and overcome your anxiety to deliver a lecture that’s informative, persuasive and effective at getting inquiries that may turn into new business.

1) Seek out venues where you’ll reach your target audience. A home care agency has a number of target markets to reach. Several come to mind immediately: funeral home directors, children of elderly parents, associations that cater to those one have frailties, like Alzheimer’s, Parkinson’s or cancer. Call them up and find out if you can speak at their next meeting.

2) Choose a topic that’s of interest to the audience. You simply can’t deliver a speech on why your agency is the best, or on what your agency does. You need to give a speech that’s informative about an important issue in which the audience is interested. If your audience is senior citizens, give a speech on how proper nutrition can improve bone density. If it’s physicians, talk about how they can improve patient satisfaction by referring families to home health agencies rather than nursing homes.

3) Partner with other speakers. If you’re giving a speech on fall prevention, consider partnering with a local homebuilder who can provide tips on redesigning the home to eliminate obstacles for elderly loved ones with limited motor skills. They’ll likely jump at the chance to do it for the good PR – plus, it will cast your agency in a positive light while positioning you as an expert.

4) Consider inducements. Inducements such as refreshments, door prizes, raffles, etc. provide incentive for people to attend your event. The more attendees there are, the greater the likelihood is that you’ll win new clients. It may mean forking over a little bit of cash, but that could be money well spent if it translates into new business. And giving away a plant or a flower and asking them to put their information on a card to be eligible will give you contact information after the talk.

5) Bring an informative handout. The main purpose of the seminar IS to win new business, so giving the audience something to take home with your information on it will let them know to call if any needs arise.
Want some tips on public speaking from Toastmasters? Click here.

No one wants to place the care of their elderly loved one into just anyone’s hands. By talking and looking like an expert who is knowledgeable, experienced, compassionate and thorough, your company can cement its place as the go-to agency for in home care.

And if you need materials to accompany a presentation, check out corecubed’s excellent monthly marketing program that we call MOST. It is robust in its information, and is perfect for positioning as an expert.

If you can laugh about it, click here to view a humorous take on the complexities of health care, hospital based humor.

At the same time, health care is also one of the most controversial issues in public discourse. Few other subjects grip our emotions quite as tightly as the topics of geriatric care, end-of-life counseling, health insurance and the rationing of services. One need only to review recent news headlines to see examples of how proponents and critics of universal health care have galvanized their forces and played on these emotions.

It’s clear, then, that we must tread carefully. Anytime you combine intricate, complex subjects with volatile emotions, you have an unsettling prescription for bad decision making. The key to calming these troubled waters is a solid education of the facts.

Education plays a critical role when it comes to health care marketing – particularly the marketing of home care agencies. These agencies must often reach an untapped client base who:

1) Don’t even realize that care at home is an option, and
2) Don’t understand why it may be the best option.

Thus the savvy marketer must don a teacher’s cap to build a foundation of knowledge for prospective clients. Only through education and understanding is it possible to make the right choice for care.

Each situation is different, so the best marketing strategy is to just pick some related topics, and provide  helpful information on those. One of those topics should be “When is home care appropriate?” and some items that must be covered include:

• Based on my condition, what should I expect from a home caregiver?
• What services can a home caregiver provide?
• More importantly, what are a caregiver’s limitations? Can they provide certain health care treatments?
• What is the cost of in-home care?
• What are the alternatives to in-home care services and what are the advantages and disadvantages (and costs) of each?
• Are in-home care services covered by and programs for which I may be eligible?
• Is there any regulation of in-home services?
• Who can I talk to for straight answers?

Educating about home care goes hand-in-hand with marketing home care, but many marketers make the unfortunate mistake of attempting to sell the prospect a product or service they don’t know they need. You’ll never succeed in compelling someone to buy into something they don’t understand. Thus, it’s important to remember that teaching comes first – then selling.

Sometimes education means dispelling certain myths prospective clients or even potential referral sources may have about in-home care. According to an article by Dr. Barney Spivack, some of those misconceptions might include:

• It will be easy for me to care for my elderly loved ones myself.
• My elderly loved ones can definitely handle legal arrangements on their own.
• Medicare and Medicaid will cover all of their health care costs.
• If I take care of them, it will strengthen our relationship.

There really are a whole host of misconceptions about in-home care.

Education is the basis of corecubed’s monthly marketing program, MOST. MOST brings the MOST return-on-investment of your marketing dollars through regular monthly marketing touchpoints with your prospective clients and referral sources.

Through MOST, corecubed is able to provide a framework for the ongoing education of your clients. Tools such as Power Point presentations, Web content, direct mail pieces, flyers and e-newsletters regularly instruct the reader on the realities of home care. At the same time, prospective clients are given a rich background on issues related to geriatric care in general, including nutrition, exercise, Alzheimer’s disease, fall prevention and a host of additional topics.

Here are a couple of additional ways to educate your prospects:

• Presentations: Your agency might speak to a group of seniors or to a group of referral sources on a variety of topics. Foe example, speaking on, “Fall Prevention: How to Make a Home Safe” would work for many groups and imparts some useful information to make staying at home with care safer.

• Online resources: In today’s age of the Internet, creating an expert resource is easy. Providing links to sites with information and providing downloadable checklists allows anyone who is seeking care and/or answers to care questions a place to go for information.
The industry experienced team at corecubed has a host of additional communications tools in our box – and outside of it. We’ll turn those prospective clients and referral sources into teacher’s pets.

An article in The Wall Street Journal quotes Janet Evans, an attorney for the agency, as saying that the FTC has “grave concerns” over a campaign by Anheuser-Busch to roll out Bud Light cans branded with the colors of various college sports teams. The reason for Evans’ worries? Despite the assurances of company executives that the special cans will only be sold at retailers whose customers are 21 years and older, the FTC believes the promotion may encourage underage and binge drinking on college campuses. As a result, the FTC is recommending that Anheuser-Busch drop the promotion.

It might seem odd that federal regulators would deign to intrude upon what would appear to be a legitimate marketing strategy, but it’s not the first time the move has been made. In the late 1990s, Congress placed considerable pressure on R.J. Reynolds to discontinue the marketing of its “Joe Camel” mascot on the grounds that it targeted young people. The tobacco company complied in July 1997.

Regardless of where you fall on these issues, both controversies shed light on the fine line that sometimes falls between legitimate business practices and unethical marketing behavior. Even the best intentioned of companies can find themselves making questionable marketing decisions if they rush into a marketing promotion without taking the time to consider all of the ramifications.

In an effort to reinforce the importance of ethical marketing practices, the American Marketing Association has created a Statement of Ethics to serve as best practices for its members. The statement outlines a number of “ethical values,” including honesty, responsibility, fairness, respect, transparency and citizenship. The core responsibility of marketers, according to the statement? Do no harm.

“This means consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make,” the statement explains.

Some, unconvinced that the marketing industry is able to police itself, argue for increased government intrusion into branding practices.

“Are marketers really concerned with the welfare of their customers, or are they more concerned about the ‘bottom line’ of the organization they represent?” asks James Stephenson in an article posted on Ezinearticles.com. “A change is coming, and has already started, in how consumers and organizations must view the marketing profession; a more ‘holistic’ approach towards customers is required. In that regard, companies must consider all aspects of their relationship with the consumers, not just their own goals.”

Failure to do so could result in increased government regulation, fears Stephenson.

While some welcome the idea of federal intrusion, others despise it. Some might question the ethics of a company trying to get consumers to eat frozen pizza instead of fruit for breakfast. Others would instead argue that any such marketing is fair game and if consumers choose to chow down on pepperoni instead of bananas as they watch the morning news, then, well, it’s their own doggone fault.

As noted above, it is sometimes a thin line.

We at corecubed are committed to abiding by the highest ethical standards while at the same time maximizing the return-on-investment for all your marketing endeavors. Our commitment to excellence has won us the respect of innovative companies in the health care, education and construction industries, as well as several other business verticals. To learn more, give us a call!

Your Web site should be more than just an information repository about your company and the services it provides. Information on the Internet is not meant to just flow one way. The site can and should provide the user with important information, but it can also be a tool by which they submit information to help  you in your marketing efforts.

In other words, if your Web site can get the prospective client to willingly fork over contact information – name, company, e-mail, phone number, etc. – then you have a potential new lead. This can be done through a variety of methods, whether for obtaining a free white paper, or asking getting email addresses to sign up for an eNewsletter. The key is that the user does it of his own volition.

So what’s the key? How can you turn your Web site into a lead generating machine?

It helps to remember the following:

1) Site traffic and leads are NOT the same thing. Your site can get 5 million hits a day, but if you’re not obtaining contact info, you’re not obtaining leads. Your site should have some mechanism built in where the users are prompted to input their information into a form, or its all for naught. Brandon Cornett, a writer for ISEdb.com, puts it this way.

“Let’s imagine you have a lemonade stand beside a busy highway,” he writes in an article for ISEdb.com. “But your stand is located on a narrow shoulder of the road where there’s not enough room for cars to pull over. All day long, cars whiz by you at 45 miles per hour, but nobody stops. You have an endless supply of traffic, but your lemonade stand is a failure because nobody stops.”

“If your Web site has plenty of traffic but no form of lead generation, then most of your traffic will pass right by … like those cars passing the lemonade stand.”
2) Not all leads are good leads. For every five people who give you their phone number, there’s a good bet that only one of them are worthwhile, legitimate leads. It’s important to be able to identify the diamonds in the rough before throwing “the rough” by the wayside.

Don’t waste time following up on leads that obviously aren’t feasible. If you only serve your local community, then it’s probably not a good idea to spend money pursuing a customer in Beijing.

Know who your customer base is, and take time to review each lead and determine how it fits into that profile before pursuing it.

3) Make your site educational, not just advertorial. People aren’t going to fork over their e-mail address if they think you’re just going to pelt them with advertisements. You have to provide value. Free online publications, such as white papers, case studies, e-books and other materials work really well.

“Don’t just sell – educate,” writes Bob DeStefano in an article for Industrial Distribution. “Compliment your product and service information with valuable educational information that helps your customers do their jobs better. Pack your site with ‘how to’ articles, best practices guides, training videos and other educational content. This will turn your Web site into more of a resource center that your customers and prospects will trust and visit on a regular basis.”

The key is that your site visitors know that this information comes at a price: their contact info.
corecubed is really great at helping clients win new leads via business Web sites. Call us or email us today to find out how!

Don’t try to tell that to David Wong, though.

Wong, along with his wife, runs a private dental practice based in Tulsa, Okla. According to a separate The Wall Street Journal article, Wong has seen a 10 percent decline in patients since the recession began. As patients lose jobs and tighten the belt, some expenses have to be eliminated, so in the battle between paying the electric bill and paying for a regular dental checkup, consumers often tell teeth to take a hike.

Unfortunately, consumers likely view all preventive health care in a similar light. Just because care is preventive doesn’t mean it should be neglected in a bad economy. That regular colonoscopy, cholesterol test or pap smear should never be considered an acceptable casualty of the personal budget war. Yet this is the reaction Wong sees as patients fail to show up for appointments.

Very well then, business is slow for everyone in a recession. What should Wong do about it? More specifically, how should this affect Wong’s marketing program?

Click here to view a video on the role of marketing in a recession.

Most entrepreneurs and service providers in Wong’s position face two choices when it comes to marketing. The first – and most common –is to cut the marketing budget. It makes sense, after all. When you have less income coming in, it’s best to cut expenses where you can and marketing is the easiest function to slash without affecting day-to-day business operations. Or so it seems.

The other option is the choice Wong ultimately decided to make: redouble your marketing efforts.

According to the article, Wong “has upped his advertising, taking advantage of low newspaper and broadcast rates, and now sends e-mail reminders to customers on top of traditional mailed postcards. He is even on Twitter, aiming to connect with customers as ‘not just the guy in a white coat with the drill in his hand.’”

“It’s a lot of hard work,” the article quotes Wong as saying. “You can’t go to the office and just be a dentist anymore; you have to go to the office and be a dentist and CEO.”

Wong understands this: In a recession, when money is tight and consumers are making tough choices, marketing is more important than ever before. As a business owner, you have a great opportunity when others are cutting marketing to get in front of your target audience and show the consumer why your services deserve their dollars. Customers who may have been in the bag when the economy is riding high suddenly need some extra convincing. They need to hear your message. That’s where marketing comes in.

In an interview with BNET, Dr. Gary Lilien, author of “Turning adversity into advantage: Does proactive marketing during a recession pay off?” a report by Penn State’s Smeal College of Business, pointed to three factors that should be considered before determining whether a marketing endeavor is worth the expense:

• Do you already have a marketing infrastructure in place? If not, it’s going to be difficult in this economy to launch a brand new marketing arm from scratch.

• Does your company have “the guts” to throw down the marketing dollars during a recession?

• Does your company have the budget to spend the money without damaging normal business operations?

“Companies that have been looking at marketing as an investment, and not an expense, and have been running their business through customer knowledge are the ones that are going to come out of this [recession] really, really well,” the article quotes Lilien as saying.

It’s important as well to make certain that your marketing efforts are reaching consumers through venues that they frequent. It’s pointless to spend money on distributing a message that no one will ever see. That’s why Wong’s strategy is a good one: he uses a variety of media, including the traditional as well as e-mail and social media. Mixing it up makes it more likely to reach both an older market as well as younger consumers.

Whether the economy is on track for a full recovery or a double-dipper recession, don’t forsake your marketing efforts. If expenses have to be cut, choose – but choose wisely. If you abandon your marketing efforts completely, you may soon find that your revenue is going the way of the stock market last November. corecubed can help. We have strategic marketing services that can fit any budget.

Just ask PepsiCo, the owner of the popular “Gatorade” line of drinks. Gatorade first hit the scene in 1965, when Ray Graves, coach of the University of Florida’s Gators football team, asked some medical researchers to come up with a thirst quenching drink to help his team perform better at games. The result was Gatorade – named after the team – and it became an instant phenomenon when the Gators enjoyed their first Orange Bowl win in 1967.

The drink was popular among sporting enthusiasts, outdoorsmen, gym trainers and others engaged in a healthy, active lifestyle. The brand became synonymous with athletic excellence. In 1992 Gatorade used basketball legend Michael Jordan in a good example of their original branding. Powerful, fresh and enviable results came from drinking Gatorade.

Unexpectedly in early 2009, however, all of that changed as PepsiCo announced a drastic rebranding of its Gatorade product line. According to this fact sheet obtained from the company’s Web site, Gatorade changed the names and logos of many of its products. “Gatorade” became known as “Gatorade G.” “Gatorade AM” was changed to “Shine On.” “X-Factor” became “Be Tough.” “Fierce” became “Bring It.” “No Excuses” became “Rain.”

The old logo is gone. The word “Gatorade” is virtually nonexistent on the labels, now replaced with a large “G.” It is possible that one not aware of the rebranding could pass over the drinks at a gas station in the mistaken impression that the store no longer stocked Gatorade.

The new “branding” is evident when looking at the new commercials for the new Gatorade, simply called G. Now I ask, “Why would a company with decades and fortunes invested in building a brand suddenly ditch that brand for something completely new and completely unestablished?”

Sarah O’Leary, author of the soon to be published book BRANDWASHED: What’s Wrong with Marketing and How We Can Fix it, is one of the experts befuddled by Gatorade’s actions.

“In an industry where experts have evangelized ‘brand equity’ since the dawn of the ad man, the loss of Gatorade falls well outside of logic,” O’Leary writes in a recent column for the Huffington Post. “Just about everyone in the free (and many in the less than free) world know the name Gatorade. The brand’s level of unaided, feel good awareness is the stuff we marketers dream about. And yet, faced with sagging sales, the choice was made to ditch the brand that was over 40 years in the perfecting. In essence, the Kleenex of sports beverages had changed its name to facial tissue.” Or just plain F.

O’Leary is correct about Gatorade’s sagging sales. Sales of Gatorade products have been on the decline since the third quarter of 2007.

The rebranding seems to have done little to help Gatorade. Lukovitz points out that in the first quarter of 2009, Gatorade’s sales volume plummeted 13.7 percent. At the same time, PowerAde, Coca-Cola’s less expensive sports drink, enjoyed an increase of 23.6 in sales volume.

Could it be that Gatorade turned its back on over 40 years of history for nothing?

“Some industry experts have speculated that a much-streamlined design that visually emphasizes the ‘G’, which debuted in January, has also hurt Gatorade’s sales by making the brand unrecognizable on shelves,” writes Lukovitz. “However, PepsiCo executives have said that the designs have been well received by the target audience.”

Maybe. But I doubt it. If Coca-Cola suddenly changed its name to C, it’s a safe bet that sales would go down as the brand was not recognized and the consumer did not have that brand response that is so powerful.

Literally millions of dollars and years of painstaking effort go into building a brand that’s wedged into the minds of every American.
The power of a brand is simply that. If I changed my name to M would you still be reading this blog? We at corecubed understand the power of branding and will do all we can to reinforce that power with our clients. I promise!

Holohan’s recent PR success is only the beginning. His initial appearance on the news program went so well that the news channel asked to feature him on a regular basis. Talk about PR longevity!

Misty Delegato, another recent beneficiary of the MOST press releases, whose agency, Relevar Home Care, competes against a number of established agencies in the volatile Detroit market, was thrilled to be featured as an expert on elder abuse in a recent article in the Macomb Daily, a local newspaper that circulates within Relevar’s service area.
“I knew little about the importance of PR when I started the MOST program,” Delegato admitted, but after talking with Merrily Orsini about how to work with the press, she decided to give it a try, and was thrilled that it worked on her first try. “Within a week of sending out the press release, I got a call from the managing editor at the local paper in the county we serve. He told me he was doing an article on elder abuse and asked if I could be quoted in the article as an expert.”
The article has really helped establish Relevar as a leader within the local home care industry, and Delegato couldn’t be happier. “I absolutely plan to keep doing what I’m doing with the MOST program,” she said, including ongoing PR efforts. “The most important thing in marketing is that you have to be consistent, and MOST provides the products to reach your goals of staying on the radar screens of our growing list of referral sources.”
“Part of that is networking with the media,” she added. “One media contact could potentially give you a ton of foot traffic. That’s definitely an added benefit to our marketing efforts.”
For more information about how the MOST program can help create positive press for your home care business, visit www.most4yourmarketing.com. While there, sign up for the next free Webinar to see how this robust turnkey marketing program can position your agency as an expert in your local market.

Now it’s time to expand – time to spread your reach into families and neighborhoods that need your help, but don’t yet know your number. In short, it’s time for some marketing mailings and collateral.

Of course you could call a professional to craft the material for you, but why go through all the trouble? We all had to write book reports in high school, right? How hard can it be to throw a few paragraphs together and dash out some letters? Plus you know your own business, right?

Many companies make that assumption, and unfortunately, many of those companies (that were only trying to save costs) discover that they’ve wasted money on written material that was confusing, hard to read – and ultimately – impotent.

Why go with a professional team that includes a copywriter?

The truth is, there is more to writing that meets the eye – or the page – and that’s particularly true of business writing. Marketing material is vastly different from book reports – or even a novel – in this respect: the ultimate goal of marketing material is to persuade the reader to do something. It wants them to buy a product. It wants them to call for a free estimate, visit a Web site or become a client of the business in question. And, for home care especially, because the service is so personal and happens unexpectedly, the message is different than messages for other items or other services.

It takes a wordsmith with a lot of skill, industry experience, and marketing savvy  to get the reader to take some action.

Here, then, are three reasons why it’s better to go with a pro:

1) Professional copywriters understand the power of language. Regardless of how you may feel about former Alaska Governor Sarah Palin, a commentator on one of the 24-hour news networks noted that her speech on Monday, in which she handed over the reigns of Alaska to its next governor, was far superior to the speech she gave a few weeks ago when she first announced her resignation.

Why? For one thing, she seemed confused and agitated in the first speech. But this time, she hit a home run, according to the commentator, because she seemed to understand “the power of language.” Her use of alliteration in phrases like “dizzying debt,” he said, was much more potent than saying “we’re spending too much money.” This time, she was direct, concise and persuasive.

That’s the difference a good copywriter can make. Copywriters who understand the power of language know how to wield it effectively. They can use tools like alliteration, similes, personification, aphorisms, assonance, irony, euphemisms, oxymorons, humor, sarcasm, poetry and the cold, hard facts to tug at the emotions of the reader and win them over.

2) Professional copywriters understand the value of SEO. Search Engine Optimization, typically referred to as SEO, comes into play when drafting marketing material for the online arena. It’s the practice of formatting text and Web pages so that the Web page is not only quick and easy to find, but also appears at or near the top of a Web search.

Good professional copywriters know how to craft online content for SEO. They know how to use various tools such as Google AdWords to identify key words that users are searching for and incorporate those words into the online content.

“He must understand current online advertisement strategy and the techniques that allow receiving high rankings on your Web site,” writes Peter Finers for Articlesbase.com. “He also should know how [to] develop [a] highly efficient marketing program that will advertise the site and gain promotion of it online.”

3) Copywriters know people. Good copywriters aren’t just good wordsmiths. They also know what to do with those words once they’re written. They have relationships with the media, so they can get your story in front of the limelight. When you need brochures, direct mailings and other printed media, they can recommend the best commercial printers in the area – and they may be able to set you up with a good deal. A good copywriter will have relationships with Web designers, photographers, video production companies, radio and television station and others.

At corecubed, we’re in the fulfillment business. We fulfill the copywriting, marketing and branding needs of home care and home health care companies across the U.S. One way we do that is through our careconnect monthly e-newsletter program. Careconnect is the perfect way for your home care or home health agency to reach its clients at the touchpoint of today: their e-mail Inbox! Our careconnect e-newsletters focus on topics important to them, such as respite care, Alzheimer’s disease, fall prevention and crisis management. To learn more, call us at (800) 370-6580, ext. 3, or e-mail us at connect@corecubed.com.

No company wants word of its financial woes to reach customers’ ears, yet that’s the situation Six Flags Inc. found itself in last month when it filed for bankruptcy in a Wilmington, Del., court. The New York-based owner of 20 theme parks throughout the United States is saddled with billions of dollars in debt and plans to undergo a four-to-six-month reorganization plan to regain financial stability.

That’s all well and good, but it’s also a serious PR debacle.

Forget about the creditors and investors. How would the customers react in such a situation? No one wants to purchase season tickets to an amusement park when they believe it may shutter its doors in the next three months. And who wants to ride a roller coaster through that stomach-churning loop when the steel safety bar – the only thing that holds your body safely in place – was installed, tested and purchased by a company they think is doing everything it can to trim expenses?

At least, that’s how some see it.

The truth is, these fears are based on a lot of misconceptions about bankruptcy. But – misconceptions or not – they could cause some families to stay home and watch “American Idol” reruns instead of hitting the water park.

Thus the problem for the PR gurus at Six Flags was clear: how could the company educate the public about what bankruptcy really means, allaying their fears and encouraging them to continue flocking to its coasters?

The answer: social media.

Social media Web sites like Facebook, Twitter, LinkedIn and others can be valuable mediums for any communication, including damage control messages. Six Flags recognized this and took definitive – and quite possibly unparalleled – measures to utilize social media to show how services at its 20 parks would remain unaffected by the bankruptcy.

Here are some steps the company took:

• Purchasing terms and phrases on various search engines that contain the word “bankruptcy,” and directing users searching those terms to a FAQ page that puts a positive spin on Six Flags.

• Hiring a social media marketing expert whose sole job is to troll sites like Facebook and MySpace, looking for negative conversation about Six Flags and responding to the criticism.

• Using “Mr. Six” – the dancing elderly man who appears in Six Flags’ television commercials – as a voice on Twitter to remind users of all the things they love about Six Flags. Fans of Six Flags can follow Mr. Six @TheRealMrSix.

Social media is still in its infancy, but already companies like Six Flags are taking advantage of its ability to reach their customer base – teens and young adults. Now, more than ever, it’s important to have a proactive social media marketing strategy. Need help? Call corecubed today. We have a very active social media component when appropriate in our strategic marketing. We can advise or implement.

One of the best parts is that it’s cheap and it’s easy. There are no stamps, no envelopes, no having to distinguish between First Class and Standard Overnight delivery. It’s quick. It’s free. And it takes little to no effort.

Which is why e-mail is one of the most abused forms of marketing in the 21st century.

The ease that accompanies e-mail marketing means that far too many marketers feel no impetus to get it right. They fail to learn the dos and don’ts of e-mail marketing, and as a result, they send out too many e-mails. Even worse, those e-mails often contain information that is irrelevant and fails to hold the attention of the reader.

We all know what happens then, because we’ve all been on the receiving end of these e-mails. Goodbye Inbox. Hello trashcan.

NPR’s Yuki Noguchi comments on email overload at NPR. Take heed.

Irate readers are not the only downside to a lackadaisical e-mail marketing strategy. If the e-mail is classified as “Spam,” there could be legal penalties. Just ask Jeremy Jaynes, the first U.S. citizen to be prosecuted via anti-spam legislation. In 2005, he was sentenced to nine years in prison.
So what can you do to keep your e-mails out of the spam can? Here are some tips.

1) Don’t wear out your welcome. It’s one thing when an old college buddy shows up on your doorstep for dinner once a month. When they start popping up daily, you know it’s time to throw down the gauntlet. It’s the same with e-mail. If you send e-newsletters too often, you’ll find your readers unsubscribing in bucketloads.

There are no hard and fast rules on how much is too much. Monthly e-mails are fine. You’re maybe safe with two a month, but weekly may be overload for many.

“Most of the time you will find that a lot more people will open your e-mails when you send occasional e-mails,” writes James Woolley in an article for ezinearticles.com. “I personally send no more than one or two messages a week and have always found this to be the most profitable strategy.”

2) …But don’t be a stranger either.  In the same article, Woolley warns that infrequent e-mails, or e-mails that come too rarely to have any effect, do nothing to help your marketing message.

“If you start e-mailing them after a very long absence, they may mistake you for a spammer,” he writes. “Even if they don’t, your open rates are likely to be low because a lot of people will have forgotten who you are.”

According to Woolley, an absence of e-mails of longer than two months will start to do damage to your brand.

3) Use the carrot and the stick approach. Readers want valuable information. They’re much less tolerant of advertising and irrelevant data. An e-mail that is pure advertising is likely to get their dander up, even if it’s only a monthly communication. Instead, give them a reward for taking the time to read your e-newsletter. Provide helpful tips and free information about things they care about before you start advertising. It’s simple courtesy.

4) Resist recession panic. There’s no denying the fact that the worldwide economic recession has slowed the income of most businesses. When that happens, some marketers might be tempted to send more e-mails to corral more customers. Bad idea, according to Aaron Smith, principal and co-founder of Smith-Harmon, a provider of e-mail marketing.

“E-mail is such a low-cost channel to send that people have the impression they can keep pulling that lever,” he told BtoB Magazine. “There’s a saturation level in the Inbox that is unprecedented right now, and you are far more likely to oversaturate your customer base, upset them and turn them off.”

The moral of the story: don’t let bad times trick you into breaking the rules of e-mail etiquette.  Too busy to implement these yourself?  Check out our newly launched email marketing service, careconnect for home care agencies.

If you’re a tech-savvy 21st century business professional (and chances are you fit that description, since you’re reading this blog), you probably open your Inbox several times a day. A dozen maybe? We all check our e-mail more than we care to admit. And some are absolutely addicted to checking email.

And who can blame us? As Internet usage continues to expand, more and more people are pointing to e-mail as their preferred choice of communication. It’s easy to use, it’s fast and you don’t get that stomach-turning taste in your mouth from licking envelopes and stamps.

What’s more, there’s rarely ever a time when the Internet is beyond our reach. Wireless Internet has become much more prevalent than it was five – or even two – years ago. Devices like BlackBerrys, iPhones and PDAs mean our Inboxes are never more than a click away, even when we’re out on the street or at the hairdresser.

e-mail communication is cost-effective and reaches consumers and business professionals directly. BtoBonline.com reports that “spending on e-mail marketing in the U.S. will grow steadily to $2 billion by 2014, almost an 11 percent compound annual growth rate.”

If your business is not taking advantage of e-mail marketing, then it’s time to try it.

The most common form of e-mail marketing is the e-newsletter. An e-newsletter is exactly what the name implies: a newsletter that regularly appears in the reader’s Inbox. It may be distributed weekly, bi-weekly, monthly or over any period of time that the marketer specifies.

eNewsletter distribution is very cost-effective compared with direct mailings. If you’re interested in getting involved with e-newsletter marketing, here are some valuable tips:

• Place a link on your home page where users can subscribe. Services like Constant Contact offer a choice of pre-formatted boxes and links where your site visitors can sign up for your e-newsletter. These links can be added to your company’s home page. When they use the link, they’re taken to a form template where they enter their contact information, which is automatically added to your database.

• Pay attention to your subject line. The subject line of an e-mail is often the deciding factor for whether or not that e-mail gets opened. The subject line should pique the reader’s interest, while at the same time not coming off like the headline for an ad in the Sunday morning paper. MailChimp.com compared subject lines with very high and very low open rates..

• It’s not all about ads. eNewsletters should contain a mixture of advertising and informative articles – about 50/50. It should never be 100 percent advertising, or you’ll quickly find your subscribers opting out. For example, an e-newsletter distributed by a dental office might feature reviews of toothpaste, tips on cutting back on plaque or a glossary of dental terms, in addition to testimonials from clients. Articles on other sites can be referenced as long as you credit those sites and provide a link. For some good examples of eNewsletters and valuable reader content take a look at my company’s newsletter archive.  corecubed has been distributing these monthly for almost 10 years.

• Conduct analytics to evaluate progress. Most online e-newsletter distribution providers offer services that gauge the effectiveness of your mailings. Metrics such as open rates, click-throughs, opt-outs, forwards, etc. are all quantified and placed in an easy-to-read report so that the marketer can determine whether his efforts are successful. If open rates are down and opt-outs are up, it might be time to change the e-newsletter’s format or content. Either way, you won’t know unless you’re on top of the metrics.

corecubed specializes in providing monthly marketing communications with a specialization in the home care industry.  We have had such great success with email and eNewsletter marketing ourselves, we wanted to extend that to our clients.  In fact, we just launched a home care targeted eNewsletter called careconnect, which can be used by agencies to target valuable referral sources and build new relationships.  Is your agency communicating via email?

These are all characteristics that the agency name should convey. Now it’s time to use your creative juices to find a unique, attention-grabbing name that properly reflects your brand and persuades the hearer that your agency possesses the characteristics listed above.

One thing you might consider is also adding in some differentiating factors, based on your personal interests, or some geographic icon, if the agency is local.

Some examples of real agency names include: Senior Planning Services, Freedom Eldercare, Continuum, Assisting Angels, Atlanta Home Care Partners, and Responsive Home Care.
Shakespeare’s Juliet once remarked, “What’s in a name? That which we call a rose, by any other name, would smell as sweet.” It’s a good thing she didn’t run a business. In today’s world, your name is the start of everything marketing related.

The fast food giant launched its “McCafé” coffee chain in Melbourne, Australia with plans to offer the coffee brand in all of its 14,000 U.S.-based stores by the end of this year. Public reception of the McCafé brand has been surprisingly positive. In fact, McDonald’s has unseated Dunkin’ Donuts from the donut chain’s Number Two slot as the most-preferred coffee retailer. No surprise that Starbucks holds the top position.

Many attribute the rise of McCafé coffee to McDonald’s marketing strategy: “All the taste and quality of a coffeehouse with the convenience and price of McDonald’s.”

In other words, great tasting coffee on the cheap.

Perhaps it is not surprising that, given the current economic situation, McDonald’s is opting for a price point marketing strategy. After all, its Number One competitor in the coffee space, Starbucks, was born out of the 1990’s – a period of economic prosperity. It doesn’t have a “slogan,” per se, but instead relies on consumer recognition of its logo – the “Siren’s Eye” – and its brand, which positions Starbucks as a high-class dining experience for the sophisticated coffee drinker. That strategy may be a detriment to the chain during the current economic recession, as some price-conscious consumers have come to view Starbucks as an expensive luxury, causing profits to drop and the chain to close 200 U.S.-based stores.

So McDonald’s is wise to employ a marketing strategy that is based on price-point, right?

Not necessarily.

There are pros and cons. It’s true that, in an economic recession such as the one the world is currently facing, consumers seek out less-expensive alternatives to some of the products and services they consume. Thus a price-point strategy might seem advantageous in some cases (just ask Wal-Mart), but there can also be disadvantages with basing your entire brand on cost effectiveness.

The fact of the matter is, economic recessions are temporary. Customers may be clinging to their wallets now, but as the economy improves, so will consumer confidence. When that happens, it stands to reason that companies like Starbucks that provide a “customer experience” rather than just a product, will stand to gain.

The danger, in essence, is that customers will eventually abandon the “cheap imitation” for what they see as “the real thing.” Thus any gains achieved through a price point marketing strategy are likely temporary, based entirely on fluctuating consumer confidence. Price point marketing might be a good idea for the short-term, but there is a danger of losing out on long-term goals when making it the foundation of your company’s brand.

NOTE: Price point marketing is a particularly bad choice if your business is providing high end personal services, like senior care services at home. Consumers might be willing to go cheap on soda they purchase at Wal-Mart, but prefer quality over cost when it comes to the idea of someone “cheap” taking care of mom or dad. It’s best to base one’s brand on quality of care. To find out how to start end effectively run a care managed in-home care agency, check out corecubed’s Private Duty Business Manual offered for sale on our product site www.markethomecare.com.

The business world is competitive by nature. In this economy, it’s positively cutthroat – in a professional, may-the-best-man-or-woman-win kind of way. Getting ahead of your competitors doesn’t require you to carry a dagger under you cloak, but it does mean you have to keep a shrewd eye on your rival’s every move – and adjust your marketing plan to compensate when necessary.

The best way to do that is to periodically conduct a competitive analysis.

There is no one “right way” to do a competitive analysis. One method involves identifying success factors in your industry and ranking your competitors’ abilities to meet those factors in a two-dimensional matrix. This presents you with a weighted, numerical score of the threat each competitor represents.

Another method is to write profiles of each company, explaining strengths and weaknesses in the areas of background, financials, products, marketing, facilities, personnel and corporate strategies.

Either way, the competitive analysis should answer the following questions:

• What products or services do they offer?
• What do those products or services cost and how are they priced?
• How many customers do they have?
• What are their competitive advantages and disadvantages?
• How do they/will they react to your market penetration?

The competitive analysis is an excellent tool when it comes to the company’s marketing strategy. If your competitor offers home care but does not utilize care management then this is a great selling point to emphasize in your marketing material. If you do not offer as wide a range of services as the competitors, then specialization can be stressed so you are emphasizing quality over quantity. It’s all about zeroing in on your strengths and their weaknesses – and marketing them.

It’s painless. It’s efficient. It’s non-violent. But it’s sure to help your company get its foot on the next rung of the ladder of success.

But why is a predetermined strategy a necessity? What constitutes a crisis?
A crisis can be anything with the potential to adversely affect your agency’s message or reputation. A crisis occurs when one of your client’s homes is demolished during a tornado, or a caregiver is injured while tending to a client. The unexpected death of a administrative executive, the criminal arrest of a high-profile marketing person…all qualify as crises.

The truth is, every business is going to face rainy days. But how you react to those difficult times will make or break your business.

So how do you create an effective crisis communications plan? Here are some tips:

Consistency is important. Make sure no constituency is getting communication from more than one person.

 Create a crisis communications team consisting of
1.  a senior executive, and
2. individual communications reps to deal with employees, the media, customers and investors.

Create a phone tree – a list of people (employees, clients, clients’ families) who should immediately be contacted in the event of a crisis.

Create a communications system people can use to get more information.
 A special Web site with additional material is a great example
 A hot line where people can hear a recording or – better yet – speak one-on-one with a representative who can answer their questions.

 Act with speed and honor.
 Tell people what to expect.
 Don’t make excuses.
 Clarify what has been learned.  If more trouble is coming, let them know.
 Acknowledge uncertainty.
 If apologies are necessary, offer them, but don’t be defensive and don’t use the word “regret” or “at fault.” It sounds as though you are preparing for a lawsuit.

  Be quick to demonstrate your follow up. If a crisis is the result of a mistake your company has made, acknowledge the mistake
 Show what your company is doing to make sure it doesn’t happen again.

Make restitution promptly.
If restitution has been made to affected families, let the media know. If new safety measures have been put in place, call a press conference and demonstrate.

 Help victims return to normalcy.

Avoid all “Red flags” for the media. Claims like
  “It’s just an isolated incident
  “We can’t take responsibility or we’ll be sued,” “Let’s not overreact”
 “The standards are unreasonable”

Behave as though your mother was watching and you have to explain your decisions and actions to her over dinner tonight.

“To celebrate growing older, I once wrote the 45 lessons life taught me. It is the most-requested column I’ve ever written. My odometer rolled over to 90 in August, so here is the column once more:

1. Life isn’t fair, but it’s still good.
2. When in doubt, just take the next small step.
3. Life is too short to waste time hating anyone…
4. Your job won’t take care of you when you are sick. Your friends and parents will. Stay in touch.
5. Pay off your credit cards every month.
6. You don’t have to win every argument. Agree to disagree.
7. Cry with someone. It’s more healing than crying alone.
8. It’s OK to get angry with God. He can take it.
9. Save for retirement starting with your first pay check.
10. When it comes to chocolate, resistance is futile.
11. Make peace with your past so it won’t screw up the present.
12. It’s OK to let your children see you cry.
13. Don’t compare your life to others. You have no idea what their journey is all about.
14. If a relationship has to be a secret, you shouldn’t be in it.
15. Everything can change in the blink of an eye. But don’t worry; God never blinks.
16. Take a deep breath. It calms the mind.
17. Get rid of anything that isn’t useful, beautiful or joyful.
18. Whatever doesn’t kill you really does make you stronger.
19. It’s never too late to have a happy childhood. But the second one is up to you and no one else.
20. When it comes to going after what you love in life, don’t take no for an answer.
21. Burn the candles, use the nice sheets, wear the fancy lingerie. Don’t save it for a special occasion, Today is special.
22. Over prepare, then go with the flow.
23. Be eccentric now. Don’t wait for old age to wear purple.
24. The most important sex organ is the brain.
25. No one is in charge of your happiness but you.
26. Frame every so-called disaster with these words ‘In five years, will this matter?’
27. Always choose life.
28. Forgive everyone and everything.
29. What other people think of you is none of your business.
30. Time heals almost everything. Give it time.
31. However good or bad a situation is, it will change.
32. Don’t take yourself so seriously. No one else does.
33. Believe in miracles.
34. God loves you because of who God is, not because of anything you did or didn’t do.
35. Don’t audit life. Show up and make the most of it now.
36. Growing old beats the alternative — dying young.
37. Your children get only one childhood.
38. All that truly matters in the end is that you loved.
39. Get outside every day. Miracles are waiting everywhere.
40. If we all threw our problems in a pile and saw everyone else’s, we’d grab ours back.
41. Envy is a waste of time. You already have all you need.
42. The best is yet to come.
43. No matter how you feel, get up, dress up and show up.
44. Yield.
45. Life isn’t tied with a bow, but it’s still a gift.”

After I thought about this for awhile, I turned to my arsenal of home care agency tools and created several new products that I think many of you will be able to use…and all based around recruitment!  From training resources to caregiver orientation, save valuable time with these new products!

But viral marketing is good, not bad. Because of the ease of ‘spreading” the word via the Internet, viral marketing has emerged as one of the most effective new tools in a business’ strategy to attract attention.

Viral marketing is simply  a “marketing phenomenon that facilitates and encourages people to pass along a marketing message.” It usually takes place online and can come in the form of online videos, e-mails, eNewsletters, text messages, images, e-books and other media. It often has an educational or entertaining component in addition to the advertising component, making the user want to share the communication with his or her friends.

A great example of video-based viral marketing involves the hit ABC show “Lost.” At the end of the third season, the producers and actors of the show created a dozen “Missing Link” mini-episodes that ranged from 2-3 minutes in length with a couple of distinct advantages. They reached consumers where they were – in their homes, at their computers, on their phones. They also served as entertaining commercials which the fans could easily send to friends who might also become fans.

Of course, viral marketing is not solely limited to videos. There are numerous other examples of viral marketing campaigns that use other forms of media. Take a look at some of the examples below:

The Million-Dollar Homepage – This site sold pixels on its homepage to advertisers and eventually made over $1 million.

Elf Yourself – A popular viral campaign launched by OfficeMax which allowed users to turn their headshots into dancing elves.

And for those home care companies who want to educate their clients, referral sources and get their name passed around? Resource rich information is the best educational format to use, and in an eNewsletter format, the viral component is a natural.

Each of these viral campaigns plays a role in getting in front of the public in a way that is easy to share. That’s the power of viral marketing.

Obtaining Referrals in the Face of Regulation | By Merrily Orsini

To purchase the article, visit http://hhc.sagepub.com/cgi/reprint/21/4/286

And gathering contacts is all about three things: networking, networking and networking. However, you cannot simply go to a Web site and sign up for a contact subscription list. Building relationships takes time. And most movers and shakers or designated sales/marketing targets don’t hang out at the same place.

Or do they?

It’s a good bet that many – if not most – are members of some kind of professional association. An association serves as a meeting place where professionals who share a common interest can connect and discuss their mutual ambitions.

It’s also a great way to meet new clients.

For example, let’s say Do-It-Yourself Inc., a fictitious company that manufactures software for self-service food ordering deli kiosks, joins the Self-Service & Kiosk Association. That association accepts two types of members: self-service vendors (companies that manufacture the kiosk hardware and software) and self-service deployers (companies that purchase self-service kiosks to deploy in their stores.)

The membership advantages to Do-It-Yourself are numerous. Representatives of the software company might interact with reps from a kiosk hardware company and a new partnership might be born.

But most importantly, membership would drop them into the middle of a beehive of deployer members – prospective clients – who are all looking to meet the key players in the industry in the hopes of finding a technology vendor to help them with their project.

There are associations for practically every profession out there. Restaurants have the National Restaurant Association. Food and nutrition experts have the American Dietetic Association. The International Air Transport Association serves professionals who work in the aviation industry.

Most of these associations have a modest membership fee. In addition to networking, they can lend credence to your company’s professional credentials. Many provide certifications, and most have association logos you can add to your company’s Web site to show off your membership.

Wherever you join, get involved. Attend association functions. Serve on a committee. If the association has a blog, ask if you can contribute columns. The exposure will raise your visibility – and that means you may have to buy another Rolodex.

Information on purchasing available from Carmichaels Book Store in Louisville.

The book was published by Mercer University Press.

But what about promoting more complex products … like word-processing software, or a reengineered hybrid vehicle, or home health care? In situations like these, the complexity of the product often obscures the marketing message. Instead of a clear understanding of the product or service and why he should buy it, the prospective customer sometimes gets an overwhelming barrage of irrelevant information – everything from an in-depth analysis of how the technology works to a long-winded narrative of the product’s history to inundation with industry vernacular that is meaningless.

British mathematician Erik Christopher Zeeman once said, “Technical skill is mastery of complexity, while creativity is mastery of simplicity.”

The key then is to identify what’s important to the prospective buyer and what isn’t. Everything else is excess fat to be trimmed away.

So how does one creatively simplify sales campaigns for complex products?

The process is not much different than that used to market the banana. Consider the case of the hybrid vehicle. Unlike the banana, the hybrid is a sophisticated piece of cutting-edge machinery. But like the banana, its proponents purchase it for very specific reasons. The creative marketer must identify these so-called “selling points.”

The selling points for a hybrid vehicle might be:

• Eco-friendliness
• Fuel efficiency
• Cost effectiveness
• Reliability
• Performance

Once these selling points have been isolated, the marketing campaign should focus solely on them. Everything else must fall by the wayside. There may be an interesting story behind the design of the hybrid, but if it doesn’t impress upon the target audience the hybrid’s eco-friendliness, fuel efficiency, cost-effectiveness, reliability or performance quality, then it’s a waste of time to tell it.

Brenda Keener, Director of North American Sales for Wi2Wi Inc., suggests that the marketer draft what she refers to as an “elevator pitch” that endeavors to sum up the product’s selling points in two minutes or less. (Roughly the amount of time it should take to convince someone in an elevator to purchase the product while traveling between floors.)

When it comes to complex products, a good marketer must be a good harvester. Weed out unimportant information. Cultivate worthwhile sales pitches that focus on the things consumers need.

And most importantly, keep it simple.

Suppose your company builds widgets and you design the snazziest widget Web site ever to hit the information superhighway. There’s Flash video of dancing widgets on the home page. The resources page is stocked with dozens of white papers informing visitors of all the different types of widgets available. There’s even a message board where widget lovers from around the world discuss how the invention of the widget has changed the course of manufacturing forever. This site should, without a doubt, establish your company as the world’s foremost authority on widgets.

Unfortunately, when you run a Google search on the word “widget,” your site is ranked as the 187th search result. The user has to read through 19 pages of results just to find you. Don’t count on them to be so patient. According to this article by InformIT, many users don’t bother to look past the first couple of pages of search results.

Your site is, if not optimized for SEO, in essence, a “diamond in the rough.” Though this phrase may have positive connotations, it’s not a description you want for this application. Today’s impatient user doesn’t have time to search through all the “rough.” You need to be as close to the top as possible when someone searches for your site on the Web.

Search Engine Optimization -SEO- is the technique of designing your Web site so as to better ensure top ranking in traditional search engines. There are many tricks and stratagems involved in SEO, but here are some tips to making your site more SEO-friendly:

• Fill your site text with key words and phrases someone might use as search terms. A coffee site should make frequent use of the words “coffee,” “grounds,” “filters,” “caffeine,” “coffee beans,” etc. A home care site should use home care, homecare, nursing, caregiving, elder care and senior care.
• Bold letters often get the attention of search engines. Don’t overuse, but make sure that some keywords are in boldface. Also put some key words in larger font closer to the top of the page.
• Include several links to related pages that rank high in their fields. For example, a news site on coffee should probably link to the Starbucks and Sanka Web sites.  A home care site should link to industry organizations like NAHC and PDHCA. And use keywords in your links, so, instead of “click here” write “Find out more about home care here”.
• Make sure other sites link to you. Search engines like Google keep track of links coming in and going out of a site. Sites that get both (particularly to and from other high ranking sites) get placed closer to the top of a Web search. Make certain your site is listed in as many online directories as possible, and definitely in your trade association sites, local resource directories or product sites listing distributors.
• Make sure all pages include keywords in the page titles.

An entire industry has grown up around SEO technique. For more tips on how to improve SEO, click here.

Williams cites government statistics that indicate that the odds are more likely than not that an adult will serve as an unpaid caregiver to a family member at least once in their lifetime. Roughly 44 million Americans will do so in a given year – that’s 21 percent of the adult population. According to the article, 80 percent of the long-term care in the U.S. is provided by non-professional family caregivers, 61 percent of whom are women and 13 percent of whom are aged 65 and older.

Now for the shocking bit: 59 percent of non-professional caregivers are members of the workforce and have to juggle regular jobs on top of their caregiving duties.

The moral of the story: There are a lot of family caregivers out there. And to put it mildly, many of them are stressed out. They need relief, and the agency that crafts its marketing plan to meet the needs of this market segment will be the most successful.

How can this be done? By following these easy steps:

• Recognize the primary market for agency-provided caregivers. According to the stats, that market consists mainly of employed, middle-aged adults, most of whom are women.
• Recognize the predicament: They’re juggling too much and they’re overwhelmed.
• Use your marketing material to demonstrate how your agency can meet that need. Remember: you have the answer.

Case studies are an excellent way of showing how caregivers can make life easier for families:

1. Interview a client who was stressed out and get them to explain how your agency’s services made their life easier.
2. Get numbers. How many hours were they working per day?
3. How many hours did they spend as a non-professional caregiver before they found your agency?
4. Were they recently able to enjoy a vacation with their spouse and children because your agency was there to care for their loved one? If so, where did they go? Details are everything.

Home care agencies do have the answer. Thanks to these powerful government stats, we now know just how many people are asking the question. All it takes is good marketing to put the two together.

source

Ned, an overzealous darts enthusiast, buys a dartboard for a local bar. The bartender has never played a game of darts in his life and thinks it will disrupt the normal operations of his establishment. He wants Ned to remove the dartboard, but Ned convinces him to play one game, thinking he’ll be hooked in a matter of minutes.

When the bartender’s turn comes up, he grabs a fistful of darts and – without even aiming – hurls them in the general direction of the dartboard.

Ned is embarrassed. Not only did the bartender completely miss the bull’s-eye, most of his darts never even made it to the board. Two of them are jutting out of a barstool and one has poked a rather unstylish hole in one elderly patron’s Derby hat.

“See what you’ve done?” the bartender shouts at Ned. “This is a ridiculous game! Now take the darts and go!”

It’s a humorous story, but unfortunately that’s how some companies view their marketing programs. They cast a skeptical eye at their advertising budgets (“Won’t these expenditures disrupt the normal operations of our business?”) and they doubt that marketing can do anything for them.

When the time comes to launch a communications campaign, it’s done with little zeal. Instead of identifying a target market and customizing the campaign to reach it, the company lackadaisically embarks on a one-size-fits-all approach, targeting anyone and everyone.

The result is that, like the bartender’s throw, the campaign fails to produce any positive results. Since the company didn’t take the time to aim at the people most likely to purchase its products or services, the advertising will likely fall on deaf ears. The skepticism perpetuated by the company’s culture becomes its own self-fulfilling prophecy.

The answer? It’s as easy as the phrase, “Ready, Aim, Fire!”

A skillful marketing, design and public relations agency can help your company’s image to find its mark. This is critically important – now more than ever. Consider the following:

• An increase in the number of television stations (satellite, cable) means increased segmentation of viewing audiences.
•  The prevalence of satellite radio means increased segmentation of listening audiences.
•  The rise of the Internet and millions of Web sites centered on niche topics that provides much more focused information.
• Consumers who have been empowered to do their own market research are less tolerant of messaging that’s not relevant to them.

The implications are clear: a targeted marketing strategy is essential.

http://www.corecubed.com/news/08/10/

http://www.corecubed.com/news/08/09/

http://www.corecubed.com/news/07/10/

http://www.corecubed.com/news/07/07/

http://sbinfocanada.about.com/cs/marketing/a/targetmarket.htm

Facebook. Twitter. MySpace. LinkedIn. They’re the online Web tools that form the framework of social networking. In the “old” days, networking required the business owner to attend gatherings such as charity auctions, professional development seminars or cocktail parties to build and maintain relationships with prospective clients.

While there’s no way to replace that kind of face-to-face interaction, the advent of the Internet – and online social networking in particular – has provided additional tools for the arsenal of the marketing professional.

How does online social networking work?

Take Facebook, for example. A business can open a Facebook account, just as an individual can. Set up the account and invite clients, prospective clients, vendors and business partners to “befriend” your business. Once your Facebook page is up and running, you can post videos and images of your new products and your friends will instantly be notified. You can also use your Facebook “status” to inform users of upcoming events, like your next trade show exhibit.

It’s a means of providing regular, ongoing contact with your clients in a format they’re comfortable with. It also broadens your outreach potential – you’ll be able to make contact with some prospective clients who are located much too far away for face-to-face contact.

Some tips for using Facebook for business marketing:

• If you already have a personal account, keep it separate from your professional account. Your clients probably don’t want to see your friends’ comments about what you ate at the party last night.
• Use your account to post links to stories related to your core competency. If you provide tax preparation services, post occasional links to outside articles that provide tax tips.
• Interact. Post comments on your clients’ pages. If a client reaches a milestone or wins an award, congratulate them publicly. The more you comment, the more your name will be on the screen.
• Join a “group.” There are several professional organizations with pages on Facebook. Joining one of these groups can give you access to other professionals around the world.
• Upload multimedia regularly. Images, videos, notes and audio recordings are all great tools to show friends what is happening at your business.

Businesses are just beginning to harness the power of online social networking sites like Facebook. If you haven’t already, it might be time to explore the type of networking the 21st century has to offer.

The term – a combination of the words “advertisement” and “editorial” – refers to a print or online advertisement that promotes a company’s products or services while at the same time reading like an editorial. The effect is that the reader often forgets that he is looking at an advertisement, so he ingests the selling points of the service offering, without experiencing the negative reaction readers so often have when stumbling across ads.

A perfect example of a very effective and strategic advertorial is used by Omaha, Neb.-based home care franchise, Home Instead Senior Care, advertising its services through an advertorial written about the relationship between caregivers and their clients. The piece focuses on Melisa Bours, a part-time caregiver who explains how working with her clients has enriched her life. She provides examples that demonstrate the closeness she feels with the seniors she works with, and the article ends with the contact info for her agency.

The piece is engaging, but more importantly, it provides a favorable view of the agency. Bours is not just another caregiver, according to the piece. She takes time to forge relationships with her clients. That’s enough to make prospective clients want to contact the agency.

Roscoe Barnes, author of Direct Response Advertising Made Easy, provides these helpful tips for writing advertorials:

• Study the publication the ad will be appearing in to understand its style.
• Double-check to make sure the publication accepts advertorials.
• Match the size of the advertorial with the size of the publication’s regular articles.
• Write a “newsy” (as apposed to ad-like) headline.

Click here for more tips on writing advertorials.

Or here:

http://www.ebiztutors.com/index.php/?p=430

http://www.homeinstead.com/home.aspx

With a focus on making joyful moments for those who are caring for a person with Alzheimer’s Disease, Dr. Jane Thibault a noted Gerontologist recommends Caring Moments of Joy by Jolene Brackey Read a news excert about this book here.

Release Your Brilliance is Simon T. bailey’s latest book and it is about taking the 4 Steps to transforming your life and revealing your genius. Simon says that everything you need to be brilliant is already inside you.

• Reawaken your genius
• Re-ignite your internal light
• Release your potential

Simon shared his four key steps to cut and polish the gem that is you in his keynote presentation:

• Clarity: Seek Profound Insight
• Color: Discover Unwavering Belief
• Cut: Take Bold Action
• Carat: Choose to Be Big

You can order the book here

Read more about Simon here.

Chip R. Bell is a customer service specialist who knows how to get customers to rank you a 5 on a 1-5 scale for attentiveness and response. His new book, Take their Breath Away is authored by Bell and John E. Patterson and will be available May 2009 in a bookstore near you. Visit www.chipbell.com/ to read more about this expert.

www.premiertrainingsolutions.com is another Web site run by Chip Bell with training offerings all focused on making employees perform better.

It is commonly believed that certain professionals and tasks lend themselves especially well to specific brain types. Scientists, mathematicians, for example, are lefty types while creative professions like designers and free thinking occupations tend to be more right brained. But occasionally, you find professions where using both sides synergistically can make a person, not just good but GREAT at what they do. Marketing is one of the professions where being great involves being both right and left brained.

At a jazz concert at the University of Louisville’s Comstock Hall last week, jazz musician (and professor) Harry Pickens’ trio played jazz and Harry talked about the music and answered questions about his incredible talent at playing jazz, and the group’s ability to work together to make the sum of the parts far greater that each alone.

Harry explained that he knows music, technically, because he has studied it, practiced it, played it and read it so that his left brain can simply play when called upon to do so. And with those skills, he technically can play anything….then he played a pretty amazing version of “Twinkle, Twinkle Little Star” to prove his point. But then he said something interesting. “When I let my right brain take over, I am still playing well because of the technical expertise I have—but the music takes on a personal meaning and transcends just note playing. It becomes jazz.”

At that moment it dawned on me that that is what great marketers do. They have a base of technical skill from years of practicing the strategy and doing the work, which allows them the tools to put the pieces together….but then the truly GREAT marketers approach the project or problem from a right brain side which adds in the creativity to do amazing things with the learned tools.

There are lots of types of marketers. Statistical number crunchers, project managers, creative artsy types, etc. Each of those types approaches the same task in entirely different ways. The real skill lies in melding the skill sets together, using strategy and available talent that comes together synergistically to create a campaign that delivers results. To solve a marketing dilemma and create a results-focused marketing solution is where the true mastery lays. And that comes from working very well with both sides of the brain.

Well said and well played, Harry.

1. When the need arises, it is often immediate and must be fulfilled right away.
2. When the need is immediate, someone is more likely to others for guidance and advice and, most usually, follow their suggestion.
3. OR they will go to the Internet and seek a solution.

We also know the following about marketing “at need” services:

1. You cannot market an at need service like you would a service people know—like dry cleaning or shoes or something that is well known and understood.
2. Instead you must position the service using educational marketing that forms public perception of your brand…this way, when they have a need or know someone who has a need for what you offer, they will think of you.
3. As for the Internet, using education and helpful resources, communicated regularly and changed and posted regularly, finding that solution becomes easier.

A basis for marketing “at need’ services is teaching that a product or service solves a problem. Tylenol has adopted this strategy in a new print ad, pictured below. “Increasing the font size on your computer screen,” the ad reads “can help prevent eye strain and headaches.” It then shows a simple image of computer keys that one would need to hit in order to increase the font size on a computer, in both PC and MAC.
Brilliant.

Below that, it offers an educational explanation—that staring at a computer screen all day can be strenuous on your eyes and cause painful headaches that make it difficult to concentrate. Tylenol, it says, works with your body to silence headache pain you can’t avoid.

This ad is perfect for the professional who stares at her computer screen all day. The problem is stated and a solution offered. Perfect example of how to effectively market an “at need” service.

She gave a few stellar examples. When asking the class, comprised of 150 people (mostly women) what European car is synonymous with “safety”- in total unison the entire group said “Volvo”. (Well there was one Mercedes Benz, but there is always one in every crowd.) Why this crowd knowledge? Because the company’s targeted, on the spot branding efforts have positioned the Volvo, in the minds of consumers as being safe, if not the safest car in the market today.

Ellen also used Tide detergent as a great example of ingrained brand loyalty. Brand loyalty is so ingrained in many that it motivates us to purchase the same product over and over again without really knowing why—instead we buy based on a truth that we simply “know” and believe. This is brand loyalty. A very powerful brand asset. What the essence of marketing strategy tries to achieve.

Ellen’s “write this down” message is the three key elements to effective branding. While it might seem as if this simplifies the branding process (it does- branding is subtle and requires great skill) these three points should be taken into consideration when strategizing what marketing works for a product or service.

1.  Make the visual communicate the message. The visual has to match the personality of the product , the targeted market, and also communicate the message visually.
2. Generate an emotional response to the visual. The targeted audience must FEEL a reason to care about the product or service. Tug at the heart strings, motivate, inspire, create humor- anything. Just make them have an emotional response that brings them closer to wanting or needing the product or service.
3. The rational response (I want to buy this- I need this) flows naturally if visual and emotional has worked. It is not until the visual and emotional combined to form a general perception that a targeted audience can start to think rationally about the product or service. When this happens, and only when this happens, does branding happen, and do sales occur.

Let’s use my creative NYC corecubed off the charts employee Sarah and an unexplained loyalty to Tide as an example. Having grown up in Manhattan, Sarah not only is not a professional laundress, but doesn’t even pride herself on doing laundry very well (and has admitted to shrinking a sweater or two before). So why does she know, in her heart, that Tide is the best product for her?

1. The Visual. According to Sarah the bulls eye logo of Tide catches her eye every time. She looks for it and expects it to be there in the aisle. It’s clean, bright and, for her, the logo gets the job done. It doesn’t have stuffed animals on it or silly, flowery messages. It is strong and standard and simple.
2. The emotion. Sarah says she can trust Tide. She knows the detergent is strong and will transform her dirty laundry into clean sweet smelling clothes. It will address her needs. She can depend on it. Sarah goes on to say, that Tide, unlike Snuggle, which suffocates Sarah with its “silly” teddy bear mascot, is simple, strong and she can count on it. Tide’s slogan “Tide Knows Fabric Best” is “simple and to the point”, she says. It implies that the chemicals of tide know something about her clothes that other brands don’t. Snuggle Bear might be soft and cuddly—but that bear just doesn’t know how to care for her clothes like Tide does.
3. The rational response. Sarah chooses Tide because she simply believes it is the best, unfettered, detergent out there. The combination of logo and message solidified in her mind that Tide is her detergent. Sarah just “knows that Tide will do my laundry right.”

So, in thinking about how to go to market with your product or service, think about your brand loyalty. Are your customers buying your products or services because of the results from experience? Or are they buying because powerful, calculated branding has enticed them to do so?

Learn more about Ellen Looyen at her Web site.

Internet Retailer had a graph in the back of the magazine this month that states ways to make your online store sell more. Isn’t it fascinating, that, no matter what you are selling, positioning it (merchandising) is the key, and upgrading it or “redesigning” it accounts for 51% in ways to improve sales. That same thought is probably true for every single Web site around. Just rearranging the merchandise, not necessarily adding new, but rearranging makes folks think things ARE new and they buy more. Good psychology.

On a personal notes. at a birthday party tonight I met Andrew Jefferson Offet IV and he is a prolific science fiction writer, and an interesting conversationalist. He writes about Conan.

Someone sent me this simple test this week, and it is perfect for targeting folks born between 1935 and 1955.

Questions: (Answers are at end. Don’t peek!)

1. What builds strong bodies 12 ways?

A. Flintstones vitamins
B. The Buttmaster
C. Spaghetti
D. Wonder Bread
E. Orange Juice
F. Milk
G. Cod Liver Oil

2. Before he was Muhammed Ali, he was…

A. Sugar Ray Robinson
B. Roy Orbison
C. Gene Autry
D. Rudolph Valentino
E. Fabian
F. Mickey Mantle
G. Cassius Clay

3. Pogo, the comic strip character said, ‘We have met the enemy and…

A. It’s you
B. He is us
C. It’s the Grinch
D. He wasn’t home
E. He’s really me an
F. We quit
G. He surrendered

4. Good night David.

A. Good nigh Chet
B. Sleep well
C. Good night Irene
D. Good night Gracie
E. See you later alligator
F. Until tomorrow
G. Good night Steve

5. You’ll wonder where the yellow went…

A. When you use Tide
B. When you lose your crayons
C. When you clean your tub
D. If you paint the room blue
E. If you buy a soft water tank
F. When you use Lady Clairol
G. When you brush your teeth with Pepsodent

6.Before he was the Skipper’s Little Buddy, Bob Denver was Dobie’s friend….

A. Stuart Whitman
B. Randolph Scott
C. Steve Reeves
D. Maynard G. Krebbs
E. Corky B. Dork
F. Dave the Whale
G. Zippy Zoo

7. Liar, liar…

A. You’re a liar
B. Your nose is growing
C. Pants on fire
D. Join the choir
E. Jump up higher
F. On the wire
G. I’m telling Mom

8. Meanwhile, back in Metropolis, Superman fights a never ending battle for truth, justice and…

A. Wheaties
B. Lois Lane
C. TV ratings
D. World peace
E. Red tights
F. The American way
G. News headlines

9. Hey kids! What time is it?

A. It’s time for Yogi Bear
B. It’s time to do your homework
C. It’s Howdy Doody Time
D. It’s Time for Romper Room
E. It’s bedtime
F. The Mighty Mouse Hour
G. Scoopy Doo Time

10. Lions and tigers and bears…

A. Yikes
B.. Oh no
C. Gee whiz
D. I’m scared
E. Oh my
F. Help! Help!
G. Let’s run

11. Bob Dylan advised us never to trust anyone…

A. Over 40
B. Wearing a uniform
C. Carrying a briefcase
D. Over 30
E. You don’t know
F. Who says, ‘Trust me’
G. Who eats tofu

12. NFL quarterback who appeared in a television commercial wearing women’s stockings…

A. Troy Aikman
B. Kenny Stabler
C. Joe Namath
D. Roger Stauback
E. Joe Montana
F. Steve Young
G. John Elway

13. Brylcream…
A. Smear it on
B. You’ll smell great
C. Tame that cowlick
D. Grease ball heaven
E. It’s a dream
F. We’re your team
G. A little dab’ll do ya

14. I found my thrill…

A. In Blueberry muffins
B. With my man, Bill
C. Down at the mill
D. Over the windowsill
E. With thyme and dill
F. Too late to enjoy
G. On Blueberry Hill

15. Before Robin Williams, Peter Pan was played by…

A. Clark Gable
B. Mary Martin
C. Doris Day
D. Errol Flynn
E. Sally Fields
F. Jim Carey
G. Jay Leno

16. Name the Beatles…

A. John, Steve, George, Ringo
B. John, Paul, George, Roscoe
C. John, Paul, Stacey, Ringo
D. Jay, Paul, George, Ringo
E. Lewis, Peter, George, Ringo
F. Jason, Betty, Skipper, Hazel
G. John, Paul, George, Ringo

17. I wonder, wonder, who..

A. Who ate the leftovers?
B. Who did the laundry?
C. Was it you?
D. Who wrote the book of love?
E. Who I am?
F. Passed the test?
G. Knocked on the door?

18. I’m strong to the finish…

A. Cause I eats my broccoli
B. Cause I eats me spinach
C. Cause I lift weights
D. Cause I’m the hero
E. And don’t you forget it
F. Cause Olive Oyl loves me
G. To outlast Bruto

19. When it’s least expected, you’re elected, you’re the star today…

A. Smile, you’re on Candid Camera
B. Smile, you’re on Star Search
C. Smile, you won the lottery
D. Smile, we’re watching you
E. Smile, the world sees you
F. Smile, you’re a hit
G. Smile, you’re on TV

20. What do M & M’s do?

A. Make your tummy happy
B. Melt in your mouth, not in your pocket
C. Make you fat
D. Melt your heart
E. Make you popular
F. Melt in your mouth, not in your hand
G. Come in colors
Below are the right answers:

1. D – Wonder Bread
2. G – Cassius Clay
3. B – He Is Us
4. A – Good night, Chet
5. G – When you brush your teeth with Pepsodent
6. D – Maynard G. Krebbs
7. C – Pants On Fire
8. F – The American Way
9. C – It’s Howdy Doody Time
10. E – Oh My
11. D – Over 30
12. C – Joe Namath
13. G – A little dab’ll do ya
14. G – On Blueberry Hill
15. B – Mary Martin
16. G – John, Paul, George, Ringo
17. D – Who wrote the book of Love
18. B – Cause I eats me spinach
19. A – Smile, you’re on Candid Camera
20. F – Melt In Your Mouth Not In Your Hand

Catering efficiently and effectively to a specifically targeted middle income population the casual, down home cooking at the Houston Inn has kept it open and popular for almost forty years. One finds affordable, solid American fair served in a comfortable setting. The Houston Inn has specifically picked its targeted market well—older Americans with time on their hands, retired persons who like to have choices, and who love a bargain to boot.

Here is what Houston’s does that should serve as an example for all in the restaurant industry who are interested in growing their numbers of the middle income older set. Volume dining sometimes has its positives, and Houston’s has capitalized on these positives. What did I experience that others might want to copy for making dining out with an elderly person/s an enjoyable experience?

1. Friendly management. It might seem obvious, but a patient and attentive wait staff is not always a given. The Houston Inn management, waiters and waitresses were patient and polite and didn’t mind any idiosyncrasies of clientele. In fact, they seemed to appreciate the particularities of each guest.
2. Being more than just a reservation. No reservations are accepted at Houston’s, actually. Instead, you call ahead and they prepare space for you. People are names and faces and are greeted like friends. Early diners are welcome.
3. Oodles of choices. And no choices with any odd foreign names. The salad bar at the Houston Inn has over 54 items on it. The menu is extensive and moderate to low price. Patrons can eat, and eat well, for about $20. And the drinks are full drinks, not smidgeons of whiskey, but 3 fingers of red eye.
4. Lots of time with no rush to make decisions. Staff did not press upon or rush diners to finish their meals. People were left to their own time to enjoy at a leisurely pace, and to go back to that voluminous salad bar as often as desired.
5. Don’t we all love that bargain feeling? At Houston’s Inn, portions were huge and the pleasure of taking home a doggie bag is almost 100% guaranteed. Diners leave feeling full and feeling that they have gotten a great value for their meal with leftovers galore!

And will they tell their friends? You betcha! This Houston’s Inn is a place for people who like to eat American food at a good price in a friendly atmosphere.

If you are ever in southern Ohio, be sure to make a stop at The Houston Inn. Their Web site and URL is gloriously unforgettable.

And yes…they do serve frog legs. They taste a bit like chicken. But then fried sort of tastes fried whatever it is!

May this room and hotel be your “second” home. May those you love be near you in thoughts and dreams. Even though we may not get to know you, we hope that you will be comfortable and happy as if you were in your own house.

May the business that brought you our way prosper. May every call you make and every message you receive add to your joy. When you leave, may your journey be safe.

We are all travelers. From ‘birth till death’ we travel between the eternities. May these days be pleasant for you, profitable for society, helpful for those you meet, and a joy to those who know and love you best.”

Now, I don’t know about you, but, this message truly made my day and I DID keep the good wishes for my travels and will stay at the Cumberland Inn again. Not to mention this PLUS the $5 breakfast.

Leveling the Field: How Freestanding Agencies Compete with Hospital-Based Home Health Agencies | By Merrily Orsini

Freestanding Agencies need not be intimidated when hospital-based home health agencies emerge in their service area. This informative article describes how freestanding agencies may just have the upper hand, and notates information for developing relationships with key types of referral sources.

To purchase the article, visit http://hhc.sagepub.com/cgi/reprint/21/2/137

December 2009: Keeping Score Helps a Business Reach Success
Has your agency made marketing plans for the year? Have you met your business goals, or have you moved farther from them? And how are you gauging whether or not you’ve been successful in meeting these objectives in the first place?
<< read more >>

August 2009: Alzheimer’s Care: A Primer for In-Home Care
From personal experiences with the disease to education about Alzheimer’s, Merrily Orsini, MSSW, departs from the world of marketing technology and provides a primer for those looking to provide in-home care for Alzheimer’s clients. Also included are how-to’s for incorporating Alzheimer’s care into an agency’s service offerings as well as caregiver training tips.
<< read more >>

July 2009: Jump Into Social Media With A Successful Home Care Blog
The trend is clear; everyone is seeking more information about health care online, and seniors are a very active and increasingly savvy Internet user group.  The blog is the easiest way for a home care agency to jump into the Social Media world.
<< read more >>

April 2009: Zero in on Urological Disorders and Grow Your Reach
One of the most successful ways to use a home care company Web site is to educate on a variety of issues that relate to needing assistance with activities of daily living.
<< read more >>

March 2009: Make the Agency Web Site a Resource and Watch the Hits Increase
The increased visibility of your agency from press releases, Web links, and e-newsletters will result in calls for services and traffic driven to your agency Web site.
<< read more >>

February 2009: Looking Towards the Future: Modernizing Marketing
Internet marketing is the wave of the future for home care agencies.
<< read more >>

January 2009: Using Your Agency Web Site as a Hospice Care Resource
Hospice and end-of-life care are perhaps the most sensitive types of service an agency can provide.
<< read more >>

December 2008: Year End Ramp Up: Web Site Strategies for 2009
Unlike many businesses, agencies providing care experience very little, if any, year-end downtime.  << read more >>

November 2008: Holiday Dress-up for Your Web Site
The hustle and bustle of the holiday season is a special time of year, albeit stressful, and particularly so for those who provide in-home care. << read more >>

October 2008: Feeling the Heat of Keeping Up with Changing Legal Requirements? Your Web Site Can Keep Your Agency Cool!
Since providing home care involves numerous regulatory, reimbursement, and accreditation issues, home care agencies find themselves in a constantly changing legal atmosphere. << read more >>

September 2008: Looking for Increased Productivity? Look No Further Than Your Own Web Site
Using the Internet to increase business productivity is what smart home care agencies are doing to save time and money. Harnessing the Internet and the power of your Web site to increase productivity is key to a successful business in today’s market. << read more >>

August 2008: How and Why Marketing Efforts for Private Duty Services Are Unique
Within any industry, strategic marketing and communicating services play a vital role in any business’ success. << read more >>

July 2008: You Have Implemented New Technology: Now What?
Increase ROI from new product offerings using Web site promotion. << read more >>

June 2008: Better Safe than Sorry: Using Your Web Site to Promote Disaster Preparedness
Disaster preparedness is especially important for frail people.  Learn how to provide the right information. << read more >>

April 2008:  “The Three G’s: Grassroots, Guerilla and Government”
Legislative issues facing home care. << read more >>

March 08: Marketing for More Medicaid Hours?  Try the Internet.
Tap into an unexpected resource – the Internet. << read more >>

February 08: Using Your Web Site as a Marketing Tool for Long-Term Home Care
Families are looking to the Internet to find care for loved ones – make your Web site visible. << read more >>

January 08:  Formula for a Winning Web site
Designing a top-notch, leader of the pack Web site is within your reach if you understand a few basic points about branding and design. << read more >>

November 07:  Sensitive Tactics for Marketing Hospice Care
Marketing hospice services can be a delicate matter.  However in today’s competitive marketplace, it is not only appropriate but essential for an agency to aggressively, yet tactfully market its services. << read more >>

September 07:  Basic Rules for a “Resource Rich” Internet Site
The consumer has literally thousands of choices when it comes to finding information on the Internet.  So it’s important to make certain that your agency’s stands out by being well designed, properly researched, truthful and frequently updated. << read more >>

August 07: Telehealth and Quality
In terms of medical practice, innovations in telecommunications systems and technology mean reaching more patients than ever before.  Telehealth is making health care more accessible to people who have traditionally found it difficult or even impossible to benefit from modern modes of treatment or preventative care. << read more >>

June 07: Use SEO (Search Engine Optimization) to be found on the Internet
Your Web site has been created; what’s next? Consider search engine optimization to get your site ranked at the top of the search results. <<read more >>

April 07: A Primer on e-Referrals
Co
mmunications today travel at the speed of Web.  This means your home health company needs to not only have a presence on the Web but be easily found and contain all the information needed to make a decision or sway someone to use or refer to your agency. << read more >>

March 07:  Internet Marketing 101
When it comes to using the Internet as a marketing tool, building the Web site is just the first step.  Making certain potential clients can find it when they do Web searches is quite another. << read more >>

*These articles are reproduced with the express and limited permission of the National Association for Home Care  &  Hospice and CARING Magazine. All rights reserved.

For businesses that provide products or services people only seek when the unexpected happens, marketing to potential users before the need arises can be a challenge. The solution is to implement a marketing strategy that networks for the worst.
<Read the complete article here>

Inducted into the Entrepreneur of the Year Institute after receiving the Ernst and Young Entrepreneur-of-the-Year award, Orsini was also the first female president of the downtown Louisville Rotary Club, was a part of the corecubed team winning the coveted Public Relations Society of America’s (PRSA) Bronze Anvil Award in 2007, was honored by corecubed’s winning of one of Working Mother Magazine’s Best Women-Owned companies in America in 2008.

Orsini was named Digital Entrepreneur of the Year by Louisville Magazine in 2008. Earlier in her career she was appointed a 1995 delegate to the White House Conference on Small Business, and in 1996 the National Association of Women Business Owners named her a Woman Business Owner of the Year for Kentucky.

She serves as keynote speaker and workshop presenter, writes articles in several national business and home care publications, produces educational materials and actively works on planning conferences. Orsini holds a Masters degree from the University of Louisville.

Her strengths lie in her strategic thinking process and in insights into businesses, their targets and how best to reach consumers.

Read more.

Find out  more about Merrily Orsini speaking at your event

What a Difference a Year Makes
January 2010

Past Newsletters

Marketing Is Talking Turkey
November 2009

Horror Stories From the Land of Do-It-Yourself Marketing
October 2009

Marketing Is a Two-Way Street
September 2009

The Dog Days of Summer: Reflect and Revive Your Marketing Effort
August 2009

Get in Queue for this Summer’s Blockbuster
July 2009

Say “I do” for everlasting business success
June 2009

Baiting the Hook for Successful Marketing
May 2009

Turn Spring Fever Into Spring FERVOR For Your Business
April 2009

Score Big With Marketing, March Madness Style
March 2009

Create “Marketing Love” and Go Steady With Your Clients
February 2009

Give Your Marketing a High Energy Workout
January 2009

Happy Holidays from corecubed
December 2008

Let Me Count the Ways to Say, “Thank-you”
November 2008

Strategy of a Different Color
October 2008

Niche Marketing: Bellisimo!
September 2008

The Differentiation Game: Critical to Business Success
August 2008

Four Tips to Consider When Marketing Your Mature Product or Service
July 2008

Four Tips to Consider When Introducing a Novel Product or Service to the General Public
June 2008

The Importance of Consistency in Your Marketing Message
May 2008

Shout it Out Loud! Use the Internet to Spread Positive Word of Mouth About your Business
April 2008

Marketing Strategies for a Mature Business
March 2008

Marketing Strategies for a Growing Business
February 2008

Start-up Marketing Strategies
January 2008

Time to Run a Radio or Television Commerical?
November 2007

What More Business? Become the missing piece to your customer’s puzzle
October 2007

When “Get the Hook” is a Positive
September 2007

Making Sure Your Web Site isn’t MIA
August 2007

Let Me Introduce Myself; I’m the Customer
July 2007

Using E-mail to Boost Sales – How did we survive in the days before e-mail?
June 2007

Avoid Marketing Pitfalls – Try a Winning Strategy Instead
May 2007

Time = Money.  Make the Most of it
April 2007

Sponsorship Marketing – More Than Just Media Exposure
March 2007

Practice for Success?
February 2007

Blogging 101 : Welcome to the Blogosphere
January 2007

Keeping Score Helps Reach Success?
November 2006

Where’s Your Marketing Going?
October 2006

Buzz for your Biz
September 2006

Using Expert Sources to Channel Your Message Through the Media
August 2006

Image Insurance for your Business
July 2006

Public Relations; Who Needs It? Everyone!
June 2006

“New Media”: How to Go To Market In An Age of Options
May 2006

Patty PR Solves the Case of the Bad Publicity Blues
April 2006

Do a good job. Tell people about it. Unveiling the Mystery of PR
March 2006

Finding Your Business on the Web
February 2006

Branding 101
January 2006

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Forget Slick Sales Copy – Instead, position your company as a helpful resource and watch clients come calling.
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corecubed ranks among top women-owned companies in U.S. – A Louisville marketing, public relations and design agency has been recognized by Working Mother magazine as one of the nation’s 25 best women-owned companies.
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