Mitch Wagner

Never have there been more options for designing a website, from the $5.99/month services to open-source, blog-like platforms to fully custom-programmed behemoths. You can get great results regardless of which direction you go, so a little research is required to see what meets your immediate and future needs. You may run into developers that call WordPress and similar sites little more than glorified blogs. But while many of them began life as blog platforms, they have since grown into more complete CMS solutions.

The site you are on was built using WordPress. Having said that, don’t for get about the open-source option if you are looking to have a website built.

As for me, and for IRONCLAD, we have found open-source platforms are the way to go. We can offer a robust set of features tailored to any budget. The best part is you are not tied down to a proprietary CMS system. A custom-programmed site can have great CMS capabilities, but if you end your relationship with the company that built it, the company will export static pages and you lose ALL ability to edit – unless you go into the code. Open-source is different. You have a framework that any developer can edit so you can take the site wherever you want while maintaining all of its CMS capabilities.

Plugins are available to accomplish virtually any task from stocks and weather to making your site a secure online shopping cart. There is also an abundance of themes out there that cost from nothing on up. Need mobile capabilities? No need to build a second site or even set up a mobile subdomain. Simply choose a responsive template and the content automatically adjusts to fit the screen size.

Of course, it isn’t all rainbows and unicorns. As with anything else, there are drawbacks. The more plugins there are, the more you have to monitor for updates. However, there is even a plugin that will email you when plugins need an update (I wonder if it does that for itself).

With so many options for the open-source platforms, almost anyone can get exactly what they want without the strings. Here’s a short list of some of the more popular platforms.

Concrete 5
Drupal
Hero Framework
Joomla
Squarespace
WordPress

Do you have any experiencing in using these platforms? Good, bad, indifferent, I’d Love to hear about it.

The post ??Open Your Mind to Open-Source?? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Laura Stoneburner

Back in high school, coaches, parents and teachers had a common expectation of my peers and me: “Don’t sandbag.” In other words, don’t slack off, cheat, or rely on the person next to you to do your job or hide your lack of effort.

Then I moved to Fargo, a.k.a. Floodville.

Now, “sandbagging” has an entirely new meaning, and, actually, it’s the complete opposite. In the literal sense, sandbagging requires trust and dependency on everyone nearby. You could say ‘round these parts, the phrase “don’t sandbag” has been wiped out along with our ever-expanding riverbanks and hundreds of homes.

If you’re unfamiliar with sandbagging, first of all, feel lucky, and secondly, let me clue you in to what goes on:
First, a flood prediction is made and announced. After a good amount of grumbling and groaning, professionals haul in sand by the truckload to places with unique, catchy names like “Sandbag Central”. Volunteers of all ages step forward in herds to fill bags, seal them correctly and efficiently stack them onto pallets, which are then loaded onto other trucks. Finally, hundreds of people meet near the sides of area rivers and drainage ditches, form seemingly endless lines, and begin passing each and every bag to the end of the line where it gets added to the stack of bags that will grow to prevent water from leaking through. Ufda.

It sounds like a total disaster, but quite honestly, when everyone fills a niche and does his or her job, it’s a smooth operation and the ideal model for team effort. And, frankly, only a team can make it work.

As our community gears up to make another gargantuan mound of sandbags this year, I’ve taken time to reflect on how amazing the process really is. Not so much the fact that we have to sandbag every year, but rather that a group of people can collaborate to devise and implement a plan almost flawlessly by working together toward a common goal.

The process is comparable to formulating a marketing plan. Similar to how a team is formed with fillers, stackers, drivers and volunteers, the right team of writers, designers, media planners and PR peeps can build up your brand image.

Hear me out:
Like a flood prediction, leaders should evaluate any challenges the company is experiencing. Are sales down? Do potential customers perceive you incorrectly? Are people unaware that the company even exists? Just like the sandbag team fighting a flood, a marketing team has the expertise to strategize and put a plan in place to keep customers flowing in the right direction – towards your company!

The ultimate goal in fighting a flood is to save homes, businesses, and, in some cases, people. When volunteers and coordinators have the same goal in mind, it’s easy to get on the same page and dive in to the work, at which point, there’s no need to worry about swimming upstream. A marketing team is designed to do this for your company. They’re professionals at putting the puzzle together – not just making the pieces fit. They want everything from your logo to your core brand messages to match, so there’s very little doubt about what your company does, or why anyone should care.

Execution. Enough about the planning and development. Will the plan work? When you cover all your bases with everything from advertising to getting 4-pages of editorial coverage in your favorite publication to shaking hands with new customers at a tradeshow, you form a solid wall of marketing. And, just like a dike, a plan that has no holes in it will hold up even in the roughest waters.

The post Seal the Leaks in Your Marketing Plan appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Martin Fredricks

The ultimate goal of any marketing piece should be to create a vision of a solution in the mind of your prospect that points him or her to your product or service. I say ultimate because the sales process often can be long and complicated, with multiple contacts, marketing pieces and negotiations required to close the deal. Well-written case studies can go a long way in moving the process along.

Here at IRONCLAD we do two kinds of case studies. There are longer narrative case studies, what we call job stories, that feature one of our client’s customers using our client’s equipment or machinery to solve a problem, meet a challenge, improve efficiency, boost profits, etc. These generally appear in trade publications. Then there’s the shorter case study that gets down to the nitty-gritty in a hurry. These are one-page to one-and-a-half page pieces that can be referenced online or used as sales sheets in the field.

Your company might benefit from one or the other or both. Either way, here’s what your case study should cover and include:

Company Overview – A brief explanation of your customer, what the company does and what it’s all about. Whenever possible, provide a link to that customer’s website.

Situation – The problem or challenge the company was facing and its cause.

Critical Issue – The negative implication or result of that problem or challenge.

Solution – What your company did or provided and how it solved the problem or met the challenge.

Results – Improvements that your customer realized becauseof what you provided. Whenever possible, those results should be quantified.

Quotes – Quotes from the customer company’s key person about the quality of your product or service and/or the ease of the workingrelationship. These are powerful because they’re coming from someone other than you, a credible individual who has nothing to gain from promoting your product or service.

All of this will be wrapped in a compelling design that features imagery of your customer, preferably featuring your product at work.

It’s all about telling your prospects how someone in their industry – someone who faces the same issues that they do – has solved them by working with your company. It’s all about creating the vision. And, ultimately, it’s about closing more deals.

The post Create the Vision appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Martin Fredricks

Last week the United States buried two sailors who manned one of the most famous ironclads in our country’s history, the USS Monitor.

On March 9, 1862, the Monitor engaged the confederate ironclad, the CSS Virginia (formerly the CSS Merrimac), in Hampton Roads off of the coast of Virginia. Neither vessel could claim a victory in that first clash of ironclads, but as multiple sources put it, the battle marked “a turning point in military history” and that “a new era of naval warfare had dawned.”

All of the Monitor’s 16 crew members perished when it sank in fierce seas off of the coast of North Carolina about eight months later. In 2002, the remains of two of those sailors were recovered when part of the ship was raised. And last week they were finally, appropriately, buried with full military honors in Arlington National Cemetery.

While IRONCLAD wasn’t named after the ironclads, we strive to emulate many of their characteristics when serving clients – stalwart service, loyalty, strength and innovation.

The service and loyalty of those seamen, who endured cramped quarters under deck that filled with choking smoke during battle, cannot be questioned. The ironclads were, by definition, strong; their hulls literally were clad with iron. As for innovation, the Monitor featured many advances – such as the rotating gun turret – that have been adapted and implemented into war machines, both land and water, over the ensuing 150 plus years.

So today we honor the original U.S. ironclad and the men who sailed it into history. We’re honored to share the name.

Dozens of news sources covered the burial of the Monitor’s two sailors at Arlington; for more, search “Monitor burial.” Interested in learning more about The Battle of the Ironclads?

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Lisa Altice

The most common question I get when I meet new people is, “Where are you from?” That’s a loaded question for me and I almost feel obligated to tell my whole story. So for your benefit, here’s my story…

I’m originally from Hawaii and most of my extended family still lives there. While I loved growing up wearing flip-flops everyday, the education system wasn’t the greatest. My parents decided the best place for me to get a good education and have options for college would be Virginia Beach, Va. located 5,000 miles away.

It took a couple years for us to actually move, but when we did it was in the middle of winter. I traded in my flip-flops for boots and saw my first snowfall within a week. Aside from the weather, the culture was also completely different. I went from the laid back mentality of the islands to the strict rules of the South. Luckily I found an escape in music and started playing the oboe in the band.

I loved music and when it came time to apply to colleges, I wanted to major in music. To ease some of the anxiety my parents had with my decision, I chose “Music Business” as my major. This required some accounting, economics and finance so I wouldn’t be totally in the dark if music didn’t work out. Few schools had that option as a major, so I settled on the University of Miami in Coral Gables, Fla.

After spending four years in the suburbs of Miami, I returned to Virginia Beach to find a job. I refused to move to New York or Los Angeles unless I secured a job first. It took a year of applying before I started working at a music agency in Virginia Beach. I worked there for 3 ½ years before moving on to manage a Disco/Motown show band. It wasn’t a requirement to wear sequenced bell-bottoms and platform boots to work. (Thank goodness!) My perks included the privilege of attending President Obama’s Inaugural Ball as well as an extravagant wedding in the Dominican Republic. While the shows were fun and I enjoyed managing the band’s logistics, I hit a ceiling with my business knowledge. I had a yearning to learn more about business and marketing.

This time I took advantage of Virginia’s in-state tuition and attended the College of William & Mary in Williamsburg, Va. for my MBA. I always enjoyed marketing and understanding why people buy the brands they do. For my summer internship, I worked in the marketing department at STIHL Inc.’s U.S. Headquarters in Virginia Beach. My project focused on researching the Millennials (aka Generation Y) and Generation X. After understanding the general behavioral trends, I developed ways STIHL could engage the younger generations.

I graduated in May 2012 and I was still looking for the right job. My husband got an email from LinkedIn titled, “Jobs You May Be Interested In”. It listed a job for John Deere Electronic Solutions in Fargo, N.D. He was really interested in the job, but was extremely hesitant to apply since all we knew about Fargo was that it was cold. I pushed him to apply since I thought it couldn’t hurt to have the experience of interviewing. About a month later, he got an offer and we decided to pack up our dog and drive 1,500 miles at the end of summer.

Living in Fargo is the first time I’m not living near an ocean. However, Minnesota somewhat makes up for it with all of the lakes. This is also the first time I’ve been able to see miles and miles over land because nothing is blocking my view. There’s something serene about the sun setting over the fields. We can also drive a few miles out of town to look up at the night sky filled with stars and the Milky Way. Plus, the people in Fargo are extremely friendly. I’ll have to remind myself of these positive features when it’s the middle of winter and 40 below outside!

The post Meet Lisa Altice, IRONCLAD’s Project Manager/Writer appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lauren Stonehouse

Thanksgiving; it’s a holiday where an elastic waistband is key to a successful feast, filled with turkey, stuffing, mashed potatoes and homemade pumpkin pie. As you sit around the table with friends and family carb loading, your anticipation and excitement for the upcoming Black Friday chaos grows. Your “zany” relatives sift through the ads strewn on the floor forming a game plan for their shopping festivities. And for those who work in retail, it’s the most dreaded day of the year. Crowds of people flood the stores hungry for the door busters, dividing into teams and strategically positioning their shoppers throughout key areas of the store to avoid wasting precious time.

As B2B marketers, there are some fundamental lessons we can learn from the Black Friday experience.

Planning- Just like your relatives plan for the preparation of a big meal and a day full of bargain shopping, the same strategic approach must be employed for a successful marketing strategy. Outlining your objectives and product or market focus for 2013, and developing that roadmap of action items will set you on the path to success.

Budgets- Budgets and planning go hand and hand. Why are people so motivated to get up at the crack of dawn to secure the best black Friday deals? Because most likely they are on a budget. Most marketers are also working with a budget and in recent years the pressure has been on to do more and more with less money. Develop your “wish list” of activities and a budget and then begin comparing and prioritizing to find the right blend of what you can realistically accomplish given your financial constraints and your marketing objectives.

Patience- Long lines. Lack of parking spaces. Tired, full and grouchy shoppers. No one ever said that Black Friday deal hunting was easy. Patience may be the only thing keeping you sane. Marketing campaigns, planning, budgets, team cooperation, these too take time and patience to navigate successfully. Don’t give up easily and don’t quit a successful campaign too early because you’re impatient.

As you gear up for Thanksgiving and Black Friday festivities, take the time to give thanks for the blessings in your business as well. Have a Happy Thanksgiving!

The post The Black Friday Experience appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Laura Stoneburner

I spent a fair amount of time watching football on Sunday. You won’t be surprised to hear I saw a political ad here or there. It felt like hundreds. All negative, of course. So-and-so voted to cut health care. So-and-so gave themselves a pay raise. So-and-so can’t do anything right.

Sprinkled between the slew of political ads were a few others, featuring more positive messages.

Nissan re-designed its Pathfinder to offer a more family-friendly vehicle – a mini-van in disguise.

You can now play “Heart and Soul” on an iPad mini.

Kia is finally offering attractive vehicles. In fact, the company’s advertisement makes the Optima look like a Lexus. I’ll be taking one for a test spin soon.

Finally, Papa John’s gave me an offer I literally couldn’t resist. Order now, get a free pizza later. Sign. Me. Up.

These ads were missing one thing that was common to all the political ads. They didn’t say a peep about what’s wrong with the competitors’ products, just sheer benefits of their products and why I should care.

“Better ingredients, better pizza. Papa Johns.” No mention of how awful their competitor is.

The Apple ad had two hands flawlessly stroking digital keys with no information about the apps on a competitor’s tablet. Or how clunky a real piano is.

And, actually, they were quite influential. I don’t mean to sound like I’m easily persuaded. I’m really not the type of consumer who sees something and immediately wants it, but maybe all those negative political ads have gotten to me. Seeing a company promote its products in a positive way was actually refreshing and interesting.

So why haven’t these politicians caught on to an effective way to communicate? Why do they continually send depressing mail that makes me feel our country is heading straight for an apocalypse no matter who I vote for?

Granted, I know who and what I’ll be voting for, but I’m tired of the mudslinging.

I look forward to casting my vote on Tuesday and then enjoying my free pizza while watching the election stats roll in.

And, I’m ecstatic to have the next few years free of political advertisements. I’m sure you can relate.

I’m Laura Stoneburner, and I approve this message.

Now get out there and vote.

The post Positivity in a Negative World. I’ll Vote for That. appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Martin Fredricks

Just like the concussion of an explosion hitting the body – BOOOMMM! – strong messaging should hit the mind. At it’s best it just about blows you over, takes your breath away, makes you open your eyes wide and want more.

Getting that impact is easier said than done, and even the best writers don’t burst into that kind of effectiveness every time. But every time we sit down to a blank page, we already know the elements that need to be mixed together to get the big bang we want for our clients.

I call the concoction C4, just like the military-grade plastic explosive. And when you get it right, it’s a blast. So here’s the recipe.

Strong communication is:

• Clear – Use simple, easy-to-comprehend, everyday language.
• Concise – Short is sweet. Few people pay attention to lengthy messages these days.
• Captivating – This refers to both voice and style. Active, vigorous writing, proper grammar and transitions between thoughts draw people in and keep them reading.
• Compelling – The words have a powerful, irresistible effect, and readers, listeners or viewers are convinced they need what you’re describing. They see the benefits to their lives or operations, and are compelled to take the action you desire – visit a website, buy a product or hire you for a project.

A fifth C, creative, always helps, but defining what that is can be slippery. Creative to one is ho-hum to another, and sometimes the most creative course is common and straightforward.

As for C4, each ingredient is innocuous alone, but mix them together and –

KABLAM!

The post C4 Communication appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Martin Fredricks

There’s just something about work boots.

The impressions they leave behind are sturdy, tough-looking. They’re marks in the dirt that speak to honesty, hard work and reliability. They conjure an honest day’s work for an honest day’s pay and the end results of “our word is our bond.”

IRONCLAD Marketing recently sent out three-month planning calendars to our clients, companies we’d like to do work with and friends. They’re a reminder that the goal of any advertising, marketing or public relations effort is to create a lasting impression, and that impression is only a stepping stone to the greater objectives of better leads, stronger sales and greater customer retention. In short, every marketing piece or effort should help build a stronger company or organization. Overall, the message is that success requires planning, and planning with IRONCLAD leads to a step-by-step path that will help you build a more formidable company today, next month and throughout the coming year.

Entitled “Make Your Mark,” the piece features – you guessed it – the print of a work boot (with an IRONCLAD touch, of course). I love it; I hope it catches your eye, too.

I’ve been with IRONCLAD for about two months now. I’m delighted to be with a team that works with companies that know the true meaning of real work. The majority of our clients build amazing equipment and tools, from small, remote- controlled drilling and demolition machines to massive truck bodies that can haul thousands of tons of iron ore. These are companies that make the jobs and lives of working men and women around the world easier and more efficient.

I’m also delighted to be working with people in a class agency. The folks around here bring the fabled Midwestern work ethic to the office every day, and they pound away at one of IRONCLAD’S brand promises:  We strive to earn our clients’ trust and business every day, with every idea, every word, every design element, every project.

In other words, with every boot track.

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IRONCLAD Marketing

Exciting news! IRONCLAD Marketing has hired Martin Fredricks as its vice president of strategic marketing. Fredricks assists IRONCLAD clients with communication planning and helps ensure their communications are consistent and strong across message delivery channels.

“Martin brings levels of experience and expertise that add depth to an already highly capable, dedicated and talented staff,” IRONCLAD President Denise Stoppleworth said . “We’re excited about getting him fully engaged in meeting our clients’ needs.” 

Martin Fredricks

Fredricks, an award-winning writer, creative director and planner, has more than 20 years of experience in communication fields. Before joining IRONCLAD, he owned and operated an advertising and marketing firm that served international, national and regional clients for nearly nine years. Prior to that, Fredricks was a strategic planner and copywriter at another integrated marketing communications company. His experience also includes work as a senior writer and editor at a university, a public information specialist for a member of Congress and an editor of a weekly newspaper.

The post IRONCLAD Hires VP of Strategic Marketing appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Everyone has heard the saying, ‘There’s no ‘I’ in Team.’ This phrase is one I take to heart and believe in 100-percent. Any time you’re part of the team, it’s not about you; rather, it’s about the whole group. Everyone has a place to contribute and, ultimately, we succeed as a team, or we fail as a team.

I’ve blogged before on the value a good team player can bring to a group, and it’s true whether it’s at the office, on your amateur rec league sports team or even in your family. This time I wanted to take it a step further and focus on the individual benefits everyone realizes through teamwork – which, I know, does sound slightly ironic. Of course teamwork is great for the group, but more so, it’s really beneficial for every individual. Teamwork brings out the best in us all, and in the workplace, a team-centric atmosphere is often the best way to encourage 100-percent from every employee. Nearly everyone enjoys the feeling of being a part of a team and the opportunity to be a valuable contributor to a final end result. And of course, there’s no greater motivation to do your best then when you know others are counting on you to deliver. So while there’s no ‘I’ in ‘Team’, there is a ‘Me’.

Why my heightened focus on teamwork? Here at IRONCLAD, there’s so much emphasis placed on teamwork all the time. Our tight-knit group is the definition of a team – a philosophy and camaraderie that extends beyond the office. Later this month, we’ll be showing our team spirit by participating in the annual 61 for 61 Roger Maris Cancer Center Home Run/Walk event here in Fargo. Especially because running is primarily a solo sport, I’m so excited to be participating in this race as part of the Iron Maidens team. Knowing I’m representing IRONCLAD and our entire group, and running in remembrance of our dear friend and client, Jay Peck, just might be the extra boost of motivation I need to set a new personal best!

If you’d like to support cancer research, and the Iron Maidens, please visit our FirstGiving page.

The post Don’t Lose The ‘Me’ In Team appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Megan Skauge

Remember the good ‘ole days when you could pop over to the library on a Wednesday night with your friends and get asked on a date for that Saturday night? You’d go, get to know the person and have a good time (or not have a good time, and never have to see them again). There was no “Googling” or “Facebook stalking” the person – you’d just go on a date. Eventually, you’d meet “the one,” get married, and live happily ever after… or something to that effect.

Okay, so I don’t remember those days. But I’ve heard that’s how it shook out back then – at least that’s how it went in the stories my mother would tell.

Unfortunately, dating in this generation isn’t as simple. First dates are more like job interviews, and as a result can be extremely intimidating.

Granted, they do have their benefits. In fact, they are ideal for prepping for the PR world. Let me show you a few of the things that I’ve discovered that dating and working in PR have in common.

If you were the 8th dwarf, what would your name be?

This is my go-to question on a first date. It’s a little quirky, but that’s my style. It’s a perfect question to get the ball rolling and detect personality. And, when combined with other questions, you’ll be able to more easily evaluate your compatibility – or lack thereof – with said date.

Do you have a go-to question? You definitely should. Oh, and be prepared to be on the receiving end, too. How else will you really get to know the person and determine whether you want to see them again?

First dates aren’t the only place these questions come in handy. As a member of the PR department at IRONCLAD, we always have to be ready to ask and answer some tough questions about our clients, our work and at times, ourselves. While I have yet to ask clients about dwarves, I try to be detailed and outside of the box – enough to benefit IRONCLAD, our clients and any publication we are working with. I’ve learned that sometimes the more obscure you are, the more you can often learn. And we have to be prepared to answer questions for or about our clients, as well.

So your dog was born on Valentine’s Day?

That’s right. People know things. Thank you, Facebook and Google. In fact, researching the person is almost expected. So don’t be completely alarmed if a question is thrown out that reveals what a person knows about you. There’s some amount of normalcy to this – investigating whether you have any connections on Facebook, if they have any amount of criminal background, or even checking on a person’s height … which for some women is very important information. This being said, if someone knows your birthday, your address or your mother’s maiden name – run away and run fast.

Research is pertinent in nearly everything that we do at IRONCLAD. We find it important to stay on top of what’s happening in our clients’ industries, as well as getting to know which publications best fit the industries that we serve. And, of course, we try to know everything we can about our clients. After all, knowing your stuff is the best way to stay ahead of the game.

And yes, my dog was born on Valentine’s Day.

The Twin Cities Marathon is perfect for a first timer.

There is nothing worse on a first date than a date that isn’t engaging – or one that simply doesn’t talk. Keep the conversation alive by digging into your date’s interests. This is often where that go-to question comes in handy. Once you know your date’s interests, if possible, contribute to them. Hopefully, they’ll ask you about yours as well – and it won’t turn into a case of texting your best friend to call with an “emergency” in ten minutes.

Building relationships is huge in the PR world, as well. No one wants to work with someone who can’t hold their own, or someone with no care for what they’re talking about. At IRONCLAD, we love talking to and getting to know our clients. Whether it’s sports, kids, pets or even politics, it’s fun to learn about our clients’ interests and hobbies. I have yet to chat to any of them about the country’s best marathons – but I’m waiting and ready for my favorite subject to arise!

Be eccentric now; don’t wait for old age to wear purple.

You are unique. So is your date. It’s this individuality that makes each of us stand out. And showing this personality is what makes you memorable. So go ahead and talk about the Happy Arbor Day cards you made with your sister. Yes, they may think that’s a little too goofy for them, and it may show that you aren’t quite a match – or it may be that spark that keeps them wanting to learn more. Either way, you’ll be remembered.

Remembered – one of the biggest goals we have for our clients. Our job is to get them noticed, to promote their companies, and to demonstrate what is unique about their products. We pride ourselves in showing why they stand out from the competition, and getting them stuck in the public’s eye.

Expect the unexpected.

Dates, like life, cannot be scripted. Anything could happen. That’s what makes life interesting. You could show up to meet a blind date, and he/she could hand you not one but five mixed CDs of love songs. How are you going to react?

Expecting the unexpected is certainly the name of the game in the PR world. Things may catch us off guard, but as the saying goes; you gotta roll with the punches. At IRONCLAD, we pride ourselves in staying professional even during times where we could easily get flustered. It’s key for us and our clients.

Keep positive.

It’s important to remember that no matter what happens – even if those CDs scared you off or your date doesn’t understand the joy of making random holiday cards – it’s best to end that date with a positive attitude. After all, in life, dating and PR, burning bridges almost never turns out favorably – and you never know when you might benefit from that connection in the future.

While dating in the millennium may not seem as easy as it did in the 70s, if you go into a first date prepared and with a cheerful persona – you’ll definitely get some great PR practice. Oh, and who knows, you may even find the love of your life.

The post The PR-fect Date appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

We established in our first entry that tough economic times call – not for cuts in marketing – but for a more strategic and calculated investment in those marketing dollars. Essentially, to be successful, you must be relevant. Sounds simple enough right? But how do we build relevant marketing. This entry is designed to explore the very first step: Understanding your audience.

You may all say you already understand your audience and know who they are. Check. Accomplished. Move on. But not so fast! Before you stop reading this entry and move on to other things, pause for a moment to consider not the high level picture, but the details. Don’t use a 6 inch brush to paint your market. Drill down and understand not only who they are but also the details about them. Below is a small sampling of the simple questions you should ask yourself:

1. Who is my audience? Make sure you think in both terms of end users and your channel partners. Too many times I see clients focus on just one or the other. To be successful, you need to be mindful of both and how each affects the other. Success, especially in a tight economy requires both a push and a pull through strategy. So start by defining all your audiences  – and be specific!
2. What do I know about their demographics? Look at things like the size of their companies, the age range, the other types of products they might buy or sell, regions of the country, gender etc. Anything that might change the way they behave or the message that will resonate with them is a great reason to segment them into another group. Does a larger company – say with a fleet replacement value of more than $5 million react to different messages, or strategies than a company with a fleet value of less than a million? Are certain benefits or challenges particular to a certain geographical region?
3. Who will influence those market segments? Are they influenced by their competition? If so the bandwagon approach might work. Or, do others within their company influence them? Or perhaps government policies? Make sure your messages consider all the audiences – both decision makers and influencers.
4. What are their key traits? Now I am not talking about eye color and hair color here. Think long and hard – what is important to them? What need will your product fulfill? For some markets, this list may include things like:

• Downtime is very costly for them – shutting down a whole line of equipment is not an option.
• Most concerned with reliability.
• Often paid on completion bonus so productivity is very critical.

When you determine these key traits, make sure to incorporate them into the message. There is no point knowing the hot buttons if you aren’t going to push them.

This is the first and most critical step to building relevant marketing materials, so take the time to do a thorough job. It’s always a good idea to include several of your salespeople in this brainstorming process so you can make sure you have an accurate picture. I recommend throwing all the ideas up on a white board or tablet and then review and rank them.

Once the audience is well defined, you’re ready to move on to the next step – stepping outside the box.

The post Relevant Marketing Part 2: Know Your Target Market appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Laura Stoneburner

There seem to be a lot of runners trotting around the streets of Fargo these days.  Most look a little pained, pretty exhausted. Several have water tied to their belt like there’s a chance of ending up in a desert.

What’s the deal?  The majority of these runners have been busting their butts – literally– to be in stride for the Fargo Marathon. The 8^th annual, that is. So let’s see – 8 years, 26.2 miles, thousands of people… that’s a ton of miles.

In 2005, the Fargo Marathon became a venue for 707 marathon runners to sweat, bleed, and blister through a 26.2-mile jaunt. About 1,700 additional runners participated in other race events for a total of more than 2,400 people in the first official year. Race planners were thrilled with the turnout and believed it would be the largest attendance in the history of the Fargo Marathon.

They can look back now and laugh. Fargo Marathon events broke the 20,000 participant mark in 2010 – fitting hand-in-hand with the theme that year: 20 x 10 – 20,000 runners by 2010. But the 20,000 mark didn’t hold a record for long. Over 23,000 runners gathered to participate in last year’s event, and 25,000 are expected this year. Wow!

Obviously this event has set a good pace and won’t be hitting a wall anytime soon. So how did this annual event create such a stampede? It seems to have been a recipe for success from the beginning. My opinion – it’s all about passion. Combine insanely passionate people with a beefy challenge, and you’re set up for success. The same can be said with the construction industry – our clients are passionate about what they do and are excited to share information on their products.

So while the runners gear up to hoof it their desired distances, let’s take a few minutes to pull some marketing strategies from the Fargo Marathon.

1.)   Be a goal achiever.

What’s your company’s biggest goal? It likely falls within the arena of expanding your product lineup to provide a better, more high-quality product than any competitor.

The 20 x 10 goal for the Fargo Marathon was no secret. 20,000 runners were needed. Hype was created. The goal was made known. And, it was achieved. This year, the race director followed that same principle. He extended the deadline and put out a public plea asking for increased participation in the 5k in order to meet a charity goal that would award 1,000 kids in the area with a new pair of Nike shoes. His goal is likely to be met.

2.)   Know what your customers want.

What is your customer after? A service to make his or her life more convenient? A product that delivers high ROI? A dependable feature to help the operationrun smoother? Take time to investigate the wants, needs and desires of your audience and cater to them as best you can.

In the case of the Fargo Marathon, the race now offers seven events for all types of runners: kids, walkers, runners, the competitive folk, team players, long distance, medium distance, short distance – you get the idea. In addition, the race provides an outlet to qualify for the Boston Marathon – a huge bonus for the craziest of runners.

3.)   Be innovative.

Finding a need and providing a unique product or service is the name of the game. What solutions can you provide to an ongoing problem?

Have you heard about that other marathon in Fargo? There isn’t one. You may not always be the only one, but aim to be the first. People won’t forget the original, so push to be the Keurig, Coca Cola and The Beatles of the world.

4.)   Stay fresh.

Keep your business propelling forward by regularly creating news worthy of boasting. Whether an upgraded warranty, a new product, or other exciting piece of company information, these announcements provide a great venue to remain on the forefront of your clients’ minds.

You’ll notice the Fargo Marathon’s route, theme and goals are different each year. Although this is somewhat subject to spring flooding, the event has something fresh to offer each year – a great reason to continue to participate.

5.) Celebrate.

Each year, a big ole party is hosted the evening of the Marathon event with music and entertainment with friends and family.

Maybe celebrating is something we all need to do a little more often – whether for running a marathon or experiencing a big boost in sales.  Take a moment to celebrate and reflect on what went right so you can do it all again.

This year’s Fargo Marathon events are scheduled for May 17-19. Best of luck to all the runners – including our very own IRONCLAD Marketing team members, Lauren, Lindsay, Megan and Mitch.

The post Setting The Pace For Marketing Success appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

As marketers and businesspeople, we like to think we’re in charge of our own destiny. Okay, let’s be honest, it’s part of human nature. No matter who or where we are, we like to think of controlling our destiny. We plan. We forecast. We evaluate and reevaluate. Ultimately, we expect things to work out as planned. But if we’ve learned anything in the last several years, it’s that we need to plan for the unexpected. There are many things beyond our control. The true “control” comes in how we choose to respond.

This week, I attended the APWA Snow Conference in Milwaukee. It was painfully clear to manufacturers in the snow industry that there is an element of their destiny well beyond their control –  Weather! With the record warm temperatures and low precipitation this year, manufacturers and service providers in that market received an unexpected jolt back to that painful reality. Adding to that difficult awakening was the failed forecasts of everything from the Farmers Almanac to forecaster after forecaster who predicted record snowfall and an incredibly harsh winter.- Consider this: We went from a winter last year in which 49 out of 50 states received snow, to this year where virtually no state had snow of any significance. And with uncertainty in what next year’s weather may hold, it requires making some basic business decisions on faith.

When the economy overall, or even one industry’s sales are down, one thing quickly finds its way to the crosshairs – Marketing budgets. The natural inclination is to start looking for ways to trim

expense. Unfortunately, for many large companies, marketing is viewed as an expense. But dating back as far as the Great Depression and the success of Proctor and Gamble in selling Ivory soap by continuing its marketing efforts, to recent examples like the success of the Wal-Mart “Always The Low Price Campaign” after the dot com bubble burst, investing in marketing when your competitors are retreating has proven to be a successful business-building approach. That positive effect puts companies ahead, not just for the initial year but for several years to follow.

It’s time to change the mindset from viewing marketing as an expense to realizing its importance as an investment. The key is relevant marketing. And so, I’ll use this blog to kick off a complete series on building relevance in your marketing campaign. More detailed entries providing tips and instructions will follow. In the meantime, tell me how your business has approached difficult times within your market segment.

The post Relevant Marketing Part 1: A Wise Investment Is Only The Beginning appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

“Hey, know why I ride my bike?” A boy of about five yelled this to me last night as I was on my walk with my iPod listening to Kenny Chesney. His bushy brown hair stuck out from beneath his helmet, which made his face look round and his cheeks pink. I smiled and yelled over the sound of the music in my ears, “Nope.” “Because I can get where I am going really fast! See, I’m already at my friends house.”
I had to chuckle to myself. You see, I had passed this boy playing on his driveway during my initial lap through the neighborhood. Upon seeing me walk by again and realizing I hadn’t made it home, I’m sure he asked himself, “Why is she still walking?” and wanted to introduce me to a “better “ way of achieving my objective. The only problem was, he didn’t realize that my objective was different than his. It wasn’t about speed in reaching a destination. It was about physical exercise.

I couldn’t help but think about how many times this happens in marketing. There is no cookie cutter approach to marketing. The medium or approach that works for one company doesn’t necessarily result in success for the next company – because the bottom line expectations and objectives are different. Each form of communication, from electronic to print advertising, to direct mail and public relations has its place in a successful marketing mix. Knowing when to use which medium and how to successfully build the message is the key.

A lot of factors play into that success but there are a few key questions to ask to ensure desired results are achieved:

• What action do I want my target to take?
  Is your objective simply for the target to read and understand? To visit your website? To submit personal information to you for tracking and future marketing? To call a dealer?
• How critical is time in delivering the message?
  Is this an urgent message that requires immediate and controlled delivery? Or is there a span of a few months in which this message is still very relevant and influential?
• What are the inherent traits of my target market that could affect the success of the message delivery?
  Is this a busy time for my market during which long hours are spent working and few messages break the barrier? Is my audience tech savvy? Are they stationed in an office in front of a computer and with consistent mail delivery?
• What am I trying to achieve with the message?
  Is my goal to build and reinforce branding? Is it to educate the market on a technical aspect or application regarding the product? Is it to incentivize sales?
• What will I consider successful? And how will I measure the results?
  Is crafting a good message success? Or do I need to do research to understand how the audience perceived the message? Am I looking for immediate impact on sales? And if so, what parameters will I build to track how the success or failure of those sales goals was a result of the campaign?

Taking the time to ask these five basic questions will help ensure you don’t ride the bike when you should be walking.

The post Know Why I Ride My Bike? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

“I am only one. But I AM one. I cannot do everything. But I CAN do something. And I will not let what I cannot do interfere with what I can.”  – Edward Hale

The power of one has been demonstrated many times, but I never tire of hearing the stories and meeting those heroic people who have the courage, the integrity and the honor to change lives. And sometimes you meet them in the most unexpected places…like the AGG1 show.

I’ve always loved the equipment industry because it’s filled with remarkable people. In my 16 plus years in the industry, I’ve made many friends and learned from so many brilliant and inspiring individuals. Perhaps no lesson more moving than the day I met Neil and Jennifer Hise of CEMCO, Inc., a manufacturer of vertical shaft impact crushers. A client introduced us at the AGG1 Show a few weeks ago, and I took an immediate liking to this pair. In fact, when I returned from the show, I teased my husband by saying I had fallen in love with another guy! Kevin only laughed. But what is not to love with Neil.

In our brief conversation, I discovered Neil was a pilot. That was interesting enough. But the conversation then took a turn that revealed so much more. Neil wasn’t another CEO determined to travel in style. Rather he was a veteran of the Vietnam War, using his skills to help heal and be healed. Neil is part of an amazing group called the Veterans Airlift Command. The members spend countless hours flying wounded warriors around the country to see family, attend their troop’s homecomings or even seek additional treatment. But Neil does more than offer transportation. He offers heart, compassion and a genuine sense of gratitude. And in my 15-minute conversation with him, I was moved to tears. He shared stories and photos about the young men and women he assisted. When he talked of these service members and their families, you could see the care and compassion in his eyes and hear the crack of emotion in his voice. Neil will be the first to say the men and women he transported are the heroes, and he’s

only giving back to those who served us. But in my book, he’s a hero too. Having served in his own war that left many veterans returning home scorned and deprived of the appropriate honor and gratitude due them, Neil is determined not to let that happen to these young service members.

Here is one account of Neil’s experience transporting a Captain and his fiancée. This Captain had been targeted with an IED and had lost three of his limbs. Neil sent this note about the journey and his experience to the organizer of the Veterans Airlift Command. He is allowing me to share it with you. The only changes I have made are removing the names of the Captain and his family.

Good Evening Walt,
I am writing to tell you about the flight yesterday carrying Captain Greg and his fiancée.  To say it was emotional would be an understatement. This one brought me to tears, and does so as I am writing.

Damn, this is an example of the worst of wars’ consequences.  And is generally brought about by politicians, most of which will never stand up for their country as Captain Greg has done!  I am angry at the waste of our Nation’s greatest assets.

Steve and I left KABQ about 0630 MST, perhaps a bit late as we had a surprise snow storm that put us back maybe 10 minutes.  Cutter Aviation had stepped up to the plate to help with the fuel prices.  The tailwind more than made up for the delayed start, and by the time we got to KSAT the weather had lifted from 200 and one, to 500 so the approach was relatively normal.  Just a lot of airplanes stacked up with speed differences that made fitting in interesting.  We arrived at Landmark FBO about 0945 CST.  They too stepped up with good fuel pricing discounts.

Captain Greg arrived at the KSAT airport just after 1000, with his mother and aunt.  His fiancée drove him to the airplane as Landmark was very helpful and interested in assisting us in every way possible.  The passengers of course, have never used General Aviation and were surprised and grateful that we were taking them home. (And I am thinking…you must be kidding, we are the ones who are grateful for your sacrifice.)

It was a struggle to get Captain Greg into the aircraft…if you can imagine the heart of a hero, using one good arm and two stubs of legs trying to negotiate the stairway backwards into my King Air and do it himself.  It is just impossible and unbelievable.  We stationed ourselves on either side of him; I was between the door and the wing, Steve on the aft side of the door. Captain Greg was in no danger of falling at any time, but he managed this with just a little bit of lift and balance help from Steve and I.  After repositioning the seats, and Greg scooting on the floor from the door to the left rear seat, we helped lift him into the seat.

The look of anguish on his mother’s face as I went outside to put the bags on board will stay with me for a long, long time.

We departed KSAT headed for KTUS and the flight was smooth and uneventful.  My wife had instructed me to deliver a Valentine’s gift for Greg to share with his fiancée.  After reaching our cruising altitude (which was low due to the awful headwinds of a portion of the trip) I left the flight deck and sat with the couple and delivered Ty’s gift.

I spoke with them about VAC and the hundreds of people like us that would be ready to offer him help and a job when the time comes. They both asked why we did this, which of course was a difficult question to answer without breaking down at that moment.  It took me a little bit, but I told him it was because of good folks that truly care about him and his future.

The flight was almost four hours; I took some photos, and shared with them photos of my family and in particular my grandsons (who are the light of my life). They were comfortable and enjoyed the ride.

We arrived at KTUS where family was waiting for us at Tucson Jet Center (also offering help with fuel discount).  The family was at the aircraft door almost before we had it opened.  I could tell that the young lady’s grandfather was also having difficulty holding his emotions in check. You know, we are supposed to be tough old timey crotchety types.

It was easier getting Captain Greg out of the plane, but that is partly because gravity was helping.  Steve and I held him back and prevented him from “banging” each step as we worked his way down the door.

This young man has the heart of a lion. I hope I passed on to him that there are those of us who will help him overcome his fears of the future…..I asked him to keep us informed as to how he was doing.

It was a good thing we did yesterday Walt, you and your team have created a really great thing and I am proud to be a small part of it.

 

Neil R. Hise

ONE hero making a difference in the life of another. ONE ad agency executive humbled to tears with gratitude for the wonderful people serving our country.  And ONE more person and company inspired to take action and become a power of ONE.

How about you? Are ready to take action and do what you can do? If you want to become a part of Wounded Warrior Project or the Veterans Airlift Command please check them out online and offer your support. And be watching for more on this topic from the IRONCLAD Team.

The post All That Can Be Done – With Only One appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Ah, The Office. Easily one of my favorite shows. Just ask Denise – actually, don’t. Several of us at IRONCLAD quote the show like it’s second nature — not even realizing we’re doing it. Add to that, the frequent reference to certain episodes and all the inside jokes tied to it and we tend to drive Denise nuts. But in my years of faithfully watching The Office, I’ve found some real business lessons to be learned from the characters. So I’d like to share – and then I promise Denise, no more Office around the office for at least a week.

Dwight – Proof That Passion Pays Off
As ridiculous his antics or bizarre his methods, Dwight continues to be the top salesman in the office. And why? He loves his job. Not just that, he’s hopelessly devoted to it. Day and night, rain or shine, holidays and weekends, Dwight is there to provide top-notch, personal service for clients — something Dunder Mifflin touts as its hallmark. Now I’m not advocating for endless hours at the office and coming in on Saturdays, but the drive, passion and enthusiasm Dwight shows is something that can’t be ignored.

Jim – Building Relationships Is Key To Success
While not nearly as nuts about his job as Dwight – actually, he openly admits in season 1 that it’s “just a job” – Jim manages to pull in great sales numbers and keep clients for years. Why? He’s likeable. Simple as that. He makes the effort to establish that personal connection that really makes a customer feel special. Sure, he provides good service, but with Jim, it all boils down to his knack for people and connections.

Ryan – If You’re Full Of B.S. It’s Going To Catch Up With You
Ah young, arrogant and flashy Ryan Howard. One time the office “temp”, Ryan’s business school degree, perceived knowledge of technology and smooth talking earned him the coveted spot as an executive at Dunder Mifflin corporate. The problem? He had nothing to back up his talk. And it eventually caught up with him, got him fired and even arrested for fraud. But bottom line: If you talk the talk, you better be able to walk the walk. Or you won’t last in the real world.

For those of you who are fans of the show or know a bit about it, you’ll notice I didn’t mention Michael. That’s because he’s an anomaly. In reality, Michael would have never made it where he did as manager. If somehow he did manage to climb the ladder to that position, he would have been fired in the first season, because he does everything a boss should never do. He blatantly offends people, is a poor communicator and quite simply, doesn’t accomplish anything during the workday. So when you watch The Office and look to learn about the world of business, do yourself a favor and do the exact opposite of what Michael does. Now there, who said you can’t learn anything from TV?

What are your thoughts on the fictional crew from Dunder Mifflin? Is there a takeaway from the show that you can relate to?

The post To Do And Not To Do – Lessons From Dunder Mifflin appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

Google+ brand pages have been available for almost two months. You may be considering getting your company on board or wondering whether it’s going to be another failed attempt at social media by Google (remember Google Wave and Goolge Buzz? No? Don’t feel bad-you’re not alone). 

Your immediate reaction may be “isn’t this just another Facebook?” While there is some truth to that, as they have many similar features, Google has found some areas that can outshine Facebook — for the moment anyway. Adding another social network might be the last thing on your mind right now, but whether or not you are thinking of creating a company page, it is important to at least spend some time browsing around Google+ to become familiar with its features. It is better to be prepared to make the switch if needed rather than starting from scratch.

You can bet Facebook is paying attention and ready to implement changes in order to avoid the right hook they gave Myspace upon entering the scene. Still it’s my opinion that Google+ could become a big threat to Facebook. To be clear, I am not suggesting that Google+ is the answer and you should abandon Facebook. After all, for your business page to do well on Google+ you need your fans to be there and chances are, they are not there yet, at least not in force.

So if your fans aren’t there yet why should you worry about it? It is simple: they will most likely be there at some point.

Entering into public in Septemeber 2011, Google+ already had 62 million users by December 30, 2011. According to Paul Allen, founder of FamilyLink.com and Ancestry.com, Google+ could reach 400 million users by the end of 2012.”Based on the accelerated growth I’m seeing and all the dials and levers Google can still utilize, as well as the the developer ecosystem that will be developed, I predict that 2012 is going to be a breakout year for Google+ and that it will end next year with more than 400 million users,” he said. (Facebook currently sits at around 800 million users).

One of the key competitive advantages for Google+ is the ability to organize your friends into circles and choose what content is served to what circles. This feature is also available for business pages, which can prove to be very handy if you have fans in different market segments, allowing you to tailor messages and send them only to those it applies to with a simple click of the mouse. This could help keep people around longer as you are not feeding them information they do not care about. (It should be noted Facebook also allows you to organize your personal friends into different lists and filter content, but tends to be more cumbersome.)

But the biggest threat and the main reason I suggest you keep a very close on Google+ is this: Google is the number one site on the Internet, with over 1 billion users and it has integrated Google+ into its search engine. And with Goolge+ Direct Connect searchers need only enter a “+” before their search and jump right to that business’ Goolge+ page. (As of the writing of this post Google+ Direct Connect isn’t available for every Goolge+ page, but is ever expanding).

For now, it appears Facebook will retain its title as the number one social network. However, with its broad spectrum of tools and services that are fundamental to our online lives, Google will be able to promote its social network and brand pages in ways Facebook currently cannot. If played right, this could be Google’s knockout punch. Time will tell. After all, there are 12 rounds in a heavyweight bout.

Have you made the switch and signed up for an account on Google+? Do you think Google+ has what it takes to reign supreme or will it be another social network Google puts out to pasture?

The post Social Network Showdown – Facebook Pages vs. Google+ Pages appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

Okay, we’ve all read that famous poem about everything you needed to know about life was learned in Kindergarten. True and poignant. Got me thinking. There are so many crossovers in life where basic rules and lesson apply.

I recently directed the Christmas program at my church. Trust me, working with 40-plus kids under the age of 13 to pull off a meaningful program is about as far from my normal day-to-day life as you can get (though I do often accuse Mitch and Kevin of acting like children!). But, in the process of practice and directing, I found myself conveying messages that aren’t uncommon to what I tell clients and staff on a frequent basis.

So here are the marketing lessons learned in directing the Christmas program:

1. You can’t communicate a message if you don’t first understand the message yourself.

Case in point: My fifth grade daughter. She was one of the narrators for the program and her part consisted of mostly quoting bible passages. Let’s face it, not all bible passages are easy to understand or to read. They take some real thought to understand the message. Sure, the nativity story itself is fairly straightforward, but this program was more than just that, and the other parts took a bit more to interpret. We spent a lot of time talking about the message being conveyed so she could appropriately deliver it.

2. Know your audience.

It’s one of the basics of marketing…and of Christmas programs. As I worked with 10 adorable preschool children to practice their lines, I had one little girl quietly smile and speak her part into the microphone in a little more than a whisper. At that point, I knelt down to look her in the eye and said, “That was great. But you know what? My dad is going to be here for the Christmas program and he’s a grandpa. He’ll likely be in the very back of the church and his hearing aids don’t work so well. I don’t want him to miss a single word, so can you make sure that you say it loud enough so even he can hear it?” Guess what, the night of the program, every 3, 4 and 5 year old said their parts perfectly for even the most hearing-challenged in the audience!

3. If you’re passionate about your message, it will come across in your presentation.

Anyone who has spent time with me knows I’m big on passion and doing everything you do with enthusiasm. And when it comes to the heart of the true meaning of Christmas, there is no group more passionate than young children. Any mishaps, or missteps (like saying, “She gave birth to her firstborn, a son….” before Mary, Joseph and the donkey even made it to the stable) are quickly forgotten and overshadowed by the power of the passion put into conveying the message. Dare I say there was not a dry eye in the church? Okay, perhaps that’s a stretch – but I was teary-eyed.

And I’m happy to say that, despite the stress and the minor mistakes, the program was a huge hit! But more than that, it was a time to apply some basic communications lessons to convey a wonderful message. And, it was a gentle reminder that each and every day is a learning opportunity if we’re just open to it.

It’s funny how marketing lessons seem to be everywhere in life. Or rather it’s life lessons that are everywhere in marketing.

The post Everything I Need To Know About Marketing I Learned From Christmas Programs appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

Last year, I “suggested” everyone write a Thanksgiving blog. (Those of you who know me, know that suggest may be a “mild” term for it.) Everyone – even the designers traditionally opposed to copy – found a way to communicate those things for which they are thankful. If you recall, Mitch’s blog entry was quite clever. Check it out. This year however, Mitch put his foot down and said, “No Thanksgiving mandate.” Every once in a while, Mitch has to win a battle, so I gave him this one. No suggestion. No prompting. Not even a polite request was made. But you see what happened? They (the Thanksgiving blog entries) still appeared. They came without mandate, begging or prompting. Perhaps because none of us can let this time of year pass by without being grateful.

I too can’t help but express my gratitude. I know I’m truly blessed – with a wonderful husband, three great kids, good health, strong faith and a myriad of personal blessings that leave me filled with gratitude no matter what challenges arise. But it’s even more than that. I feel blessed not only in my personal life but in business too. Richly blessed.

You see, I come to work every day loving my job. Not many can make that same claim. Yes, it’s filled with stress, chaos and occasionally conflict, but I love it nonetheless. Recently, a visitor to our office told me he could see just that – in the laughter he heard in my office, the sound of my voice when I spoke with clients and business associates on the phone and the smile on my face as I went about my daily tasks. The best part is it’s heartfelt. I come to work with a smile and lots of pep – so much so that Mitch, our resident Eeyore responds to my peppy good morning with, “Okay, what do you want from me? What crisis are you going to put on me today?”

The reason I love my job and live is a state of gratitude is really quite simple. It’s because of all of you. The clients, editors, prospects, ad reps and industry associates who become friends, and through my interactions with you, broaden my view of business, the world and myself. You all make each day a new adventure and each project a thrilling new roller coaster ride. I learn so much from you and grow so much because of you and for that I am filled with gratitude.

I’m also eternally grateful for those a bit closer to home – my IRONCLAD team. As much as I like to tease my crew, I think the world of each and every one of them. They’re the ones that keep me sane when the chaos surrounding us is about to break me, and the ones that I can count on to get the job done no matter what. They show up early and stay late and put their heart and soul into every project right along with me. And they’re the best group of people to laugh with, cry with, and crack a beer with! It’s been said that a team is only as strong as it’s weakest link. Thankfully we have no weak link – our team is IRONCLAD!

Thank you to each and every one of you. As I count my blessings this year, know that the opportunity to work and interact with each of you will be one of the many blessings I mark.

The post Is There Mutiny In The Ranks? Perhaps. Then Again, Maybe Not… appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Beth Odegaard

A few things I am thankful for this year:

Snow. Although we’ve had just a trace, our first six-inch snowfall is not far off. And a blanket of the white stuff means the fieldwork will cease until spring and life on Odegaard Farms will slow down for a while.

Spilled Milk. There’s no use crying over it. And with a three year old and a one year old at our house, there’s plenty of it. But it signifies healthy, rambunctious children – and not sweating the small stuff.

Siding. Our home underwent an exterior home makeover this spring. I was hoping my move-that-bus moment would have happened in August. We’re now pushing December, but I’m no less thankful to slowly see the Tyvek gone and our house become a home again.

Santa Claus. The idea of him leaving presents under the tree – or maybe it’s the threat of him flying on by – has one of my milk-spillers behaving just a little better. Not to mention the sparkle in her eyes as she tries to figure out how on earth those reindeer will land on our roof and Santa will squeeze down the chimney.

Equipment. From agriculture to construction to landscape and everything in between, both my husband and I work with it everyday. He’s behind the wheel of a tractor growing crops and I’m behind the scenes helping our clients grow their business. It has been good to us, giving us fulfilling careers in rewarding industries.

The post Another Year, More To Be Thankful For appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Did you know Thanksgiving is this week? Seriously, I really worry that people might not realize it. With the Halloween candy hangover still looming well into November, and the abundance of Christmas-themed ads pummeling us everywhere we go, poor Thanksgiving often becomes lost and forgotten. And what’s sadder is Thanksgiving is the quiet, low-maintenance holiday we should all look forward to most of all. It’s a holiday that only demands one day from us, and comes with a simple request: Be thankful.

Too often – and it’s true with every holiday – I feel like we forget the real significance. We take our day off work, eat an unnecessary amount of food and, if we’re lucky, enjoy a long nap. But do we really stop to appreciate what the holiday is all about? Starting now, let’s make the effort to do that, and what better holiday to kick it off than Thanksgiving. The day intended to spend with family and friends, count all our blessings and just be grateful for the good things in life.

So what are you thankful for? In my Thanksgiving blog from last year (has it really been a year already?!) I gave thanks for dogs, my health and happiness, and a lifetime of great music courtesy of the Fab Four. I’m still thankful for all those things, and more. But I’m putting a new twist on it this year. I decided to focus on the reasons why I’m thankful for the color orange. Here’s why:

• It’s the color of pumpkins. I love pumpkin-flavored treats, and while the treats themselves may not be orange, the root of what makes them delicious is.
• It’s the primary color of the Philadelphia Flyers, my favorite hockey team.
• It’s hardworking and a multi-tasker, both a color and a fruit. Many of us wear a lot of hats in our personal and professional lives, and orange does too.
• It’s the color of my favorite Nalgene water bottle, which is a fixture on my desk and encourages me to drink water all day. Keeps me hydrated and healthy.
• Finally, orange is the color synonymous with IRONCLAD. Do I really need to explain further?

Enjoy what you appreciate most in life and have a wonderful Thanksgiving!

The post Giving Thanks For All My Blessings – H2O, Hockey and Health appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

On my way home from work I go by a particular billboard that has caught my eye for the past few weeks. It’s not the headline or some crazy photo – it’s that it has a QR code. To be specific, the billboard’s main image is a belt buckle with a QR code right in the center. It’s a neat idea, something you don’t see every day, and attention-getting for sure. The problem? It’s not properly executed. The code is completely un–scannable (not to mention even attempting to scan it is incredibly dangerous unless you are a passenger.) The code is simply too small for the distance away a person would be when scanning it, not to mention the speed at which they are traveling.

It seems this company didn’t realize the QR code wouldn’t work in this application. But usability is key with mobile marketing – if you’re going to take the leap into this arena, it must be properly executed. After all, you went through all the time to create an entire mobile strategy (at least, hopefully you did). You built a shiny new mobile version of your website, added some videos to your YouTube page and created the 2-dimensional barcodes to get mobile visitors there. Maybe your even in the process of building an app. You’re ready put them on some ads, literature, direct mails, basically every marketing piece you have. That’s all there is to it right? Not quite. Let’s say you also want to target it to a more non-traditional avenue to make a bigger impact, like some large-scale signage. But to be sure it’s not a wasted effort, some careful planning – and a little bit of math – is involved.

The size of the code is something easily overlooked, especially if you are used to putting them on pieces that will be inches from the viewer. Unfortunately there seems to be no exact rule on code size, as each phone’s camera lens and resolution play a major role in how easily the code is scanned. There is however a general rule of thumb. The ratio should be around 10:1, so a 1 inch code should be successfully scanned by most phones 10 inches away. Let’s translate this to the billboard. If I estimate that six lanes and the ditches between me and the billboard equal 100 feet, that code should be a massive 10 feet tall. With a standard interstate billboard size of 14 feet high, the code would have to be almost as tall as the billboard. And this equation doesn’t even take into account speed traveled, which can vary based on the location, time of day and other outside factors affecting traffic flow.

The bottom line: It’s great to try new and different things, but don’t forget to put in the time to test and research if it will even work. Otherwise, you may frustrate your audience – and no one will ever have the chance to see that great, new mobile site you took so much time to create.

Have you seen codes or tags on a billboard? Where are some other unique places you’ve seen them? And most importantly, were they properly executed?

The post Going Mobile – Execution Is Key With Codes appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Although I know I’m not alone here, I almost cringe to admit the following: As a child, I was fascinated by infomercials. I was suckered in by the promises of the food dehydrator that could make fruit roll-ups, and the veggie chopper that could make slicing and dicing so idiot-proof even I couldn’t mess it up. I’m pretty sure I begged my parents for at least one gadget every week.

Even though I’ve become a much wiser consumer, I still find myself being lured in by some advertisements. Not cheesy infomercials anymore, but really good television commercials, print ads, direct mailers, all of it. And again, I know I’m not the only one who can be mesmerized or moved to action by a really good ad. I got to thinking about this yesterday after reading about a certain shoe company in the news, and its highly-crazed toning shoes. You know what I’m talking about – the shoes that promise to make you slim and trim just by wearing them and taking a quick jaunt around the block.

As an admitted skeptic of any fitness fads, the athlete side of me dismissed these shoes immediately. But the marketing side of me has to give major credit to this company – talk about a powerful advertisingmessage and one of the most successful launch campaigns in recent history. The ads were hard to ignore and the shoes have sold like hotcakes. This company achieved exactly what it set out to do with its campaign – it got a reaction from people, both in terms of word-of-mouth buzz on the street and actual purchases. Good advertising works. Period.

The equipment industry is no different. Take a tradeshow for example. If you’ve exhibited at a show, chances are you’ve sent out a pre-show mailer, enticing recipients to visit your booth. As a marketingprofessional, one of the greatest things to see is the firsthand reaction to those ads. I’ve been at a company’s booth and seen dozens of people show up each day with those direct mailers in hand – proof they caught attention and enticed a response. “Tradeshow season” in our industry is quickly approaching, so I’m looking forward to seeing all the new ad campaigns, direct mailers and websites that will soon be coming out!

What are some really good ad campaigns you can recall? Were they enough to sway your opinion, or make you buy that new piece of equipment?

The post Reaction, Action – Good Advertising Does Both appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

Ten years ago yesterday marks a memorable event for all Americans. It was the day our vision of the world changed. Our sense of security shattered. Our resilience and sense of humanity tested. Just as the assassination of JFK was a minute frozen in time for my parents’ generation, the September 11 attacks will forever be frozen in time for this generation. No doubt all of us can remember where we were, what we did. I remember leaving work to pick up my young children and meet my husband for a mass and prayer vigil for the victims of the attack, and I recall that helpless feeling – like things will never be the same again. I remember thinking “How can we ever feel safe again?”  “How will we know Joy again?” But out of the most contemptuous and vile event came the most coveted and reviled response.

For a day, a week, a month or several months, Americans and people all over the world forgot about the day to day. The small grudges. The selfish motivations. The petty differences and the ‘what’s in it for me’ mentality. People banded together and worked to restore calm, rebuild a sense of security and alleviate pain. Many in the construction industry were among the first to offer assistance by providing equipment for search and rescue, and eventually the recovery efforts. And it is this industry continuing to be a part of the long-lasting effects of that event by playing a significant role in the rebuilding of the area, and showing ingenuity in coming up with construction solutions to address the challenges of our changing world.

Every now and then, it’s important to step back from all the anxieties of life and ground ourselves in the reality of the bigger picture. For this generation and the next, the anniversary of 9/11 will be the catalyst for that reflection.

The post We Will Never Forget appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

The mobile phone has gone through many changes over the years. From the 8 lb. brick Zack Morris used on “Saved by the Bell” in the early 90′s to the smart phones of today, the transformation of mobile technologies is in constant evolution. The way we use our mobile phones has also changed dramatically. I would dare to say that actually using them to place calls has taken at the very least the middle seat to texting and surfing the web. As surfing the web on our phones becomes a more popular past time, another trend follows closely behind — the development of mobile sites. Deciding when and how to implement a mobile site strategy can be a scary task, but it doesn’t have to be. In hopes of dispelling some of that fear, I’m outlining a few key things to consider when developing your mobile sites.

The functionality of modern phone browsers has evolved to be very similar to that of standard computers. Because of that fact, your site may look great on your phone with little or no added effort. In fact, most of the better smartphones have no problem displaying standard sites. The problem comes in trying to make the site functional for an entire market subset. There are a lot of phones, screen sizes and operating systems on the market and in use, you want to be able to reach your audience no matter what system or model they might have. That essentially means catering to the least common denominator.

To make the process less intimidating and less expensive, start small. Perhaps your site is large and it’s not necessary to convert the entire site immediately. Take it in strategic pieces. Think about the content and pages most visited on your site, or better yet check your site analytics and find out exactly what content most people are seeking. Then, convert those pages or content to a mobile site and monitor the results.  Another option for testing the mobile site arena is with a promotional landing page. A site tied to a specific marketing campaign or 2D barcode system is typically less complex and much smaller than the overall site, making it a great first option for mobile site development.

This brings up another point of consideration — 2D barcodes. The whole point of 2D barcodes is to enable prospects to access your website or other relevant information quickly and easily from their smart phone. Therefore, if you are using 2D barcodes, you should have a mobile site strategy tied to it.

There are several easy options available for creating your mobile site. As the trend and technology ventures off in that arena, more and more services are available to convert existing sites to mobile sites and even provide tracking information. But you don’t have to rely on a service either. Many blog platforms have plugins for mobile sites. There are hundreds of themes and plugins through these blog platforms that are inexpensive and easy to use and have simple plugins for mobiles sites. Many of them are even free! Granted, the low cost brings with it some limitations in layout, design and other custom functionality.

Once you decide where to start and pick the platform or system, there are a few simple rules of thumb to keep in mind when creating the site.
When it comes to the design keep it simple. Now remember, I said simple not boring. You can certainly have graphics and images, just use them more sparingly than you would on a regular site. The more graphic laden the site the slower it will function, use the graphics and photos you need most to convey your message.

Also pay close attention to your navigation setup. Organize it in the most user friendly way possible, make the buttons or the click area around them larger. Keep in mind that not all phone browsers will have back buttons.

Limit scrolling to one direction — preferably vertical. It’s often frustrating to have to scroll in both directions on a standard browser and that frustration is amplified on a mobile browser. Touch phones alleviate some of the hassle with pinching, flicking and swiping capabilities, but remember not all smart phones are touch screen.

On the mobile site, always give the option to visit your standard site, and vice versa. A simple link in the footer should suffice, and it offers your prospects every possible opportunity to get the information they seek in the format they want. If they have one of those really really smart phones, navigating your standard site may be easy and provide them with all the cool graphics and functionality familiar to them.

Just as technology continues to change, we as marketers need to adapt and evolve in the way we reach our prospects. With a generation being raised via texting, Facebook and mobile phones, thinking we can ignore that arena would be a big mistake. Take a step and experiment with mobile sites. It’s only when we jump in with both feet that we really learn what will work for our company and market.

The post Websites On The Run – Going Mobile appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Maybe it’s just my imagination, but wellness seems to be a popular topic lately, with wellness programs popping up everywhere. Whether simple perks like heath club incentives or putting together a full-scale “Biggest Loser” contest, more and more employers seem to be recognizing the value of staying well.

And it’s with good reason. Employees are the most valuable assets a company has. Research shows that healthy employees tend to be happier and more productive – both big pluses around any office. Additionally, I read in last month’s issue of Occupational Health and Safety magazine, companies with effective health management programs can expect a revenue increase of 20 percent per employee. With rising health care costs and lost productivity costs associated with sick days, that statistic is more important than ever.

As a health and fitness enthusiast, I’m all for these programs – but it’s not for the immediate, tangible rewards. (Though I have to say, being rewarded for something I take part in already? Jackpot!) The value of wellness programs isn’t the short-term perk of a bonus check or additional vacation day. It’s about a company giving employees the long-term benefits associated with a healthier lifestyle, which enables them to propel the health of the organization. It’s a continuous cycle and everybody wins. Employees are spending more and more time working these days, so it’s even more crucial to establish a work environment that fosters healthy behavior to ensure all employees have the opportunity and encouragement to strike a healthy balance, both at and away from the office.

Do you feel there is a link between wellness and your company’s top performers?

The post A Job Well-Done appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

A negative brand image is a hard thing to overcome. The opinion we have of a brand can be buried so deep within our subconscious we’re not even aware the impression exists. The truth is everything in life has a “brand” from the obvious products we buy to people and even pets.

Take this real world example. My neighbors have a 3-year-old German Shepherd — the sweetest, most obedient dog I have ever met. My two-year-old son absolutely loves her and wants to go see her whenever she is outside. Even though I have firsthand experience of her gentle demeanor, I’m still on edge every time my son approaches her.

Let me clarify, I have never been attacked by a dog and have never had a negative experience with a German Shepherd. So why do I get tense? The answer is simple: Branding. German Shepherds have been given a bad, sometimes undeserved reputation as an aggressive breed. The brand characteristics are perpetuated not by the owners, but rather mostly by the media. You will never hear a breaking news story about a German Shepherd — or any dog for that matter — sitting nicely, playing with neighborhood kids or taking a nap. The image we see is that of an aggressive animal. That becomes the breed’s “brand” in the mind of the public — or at least this careful parent.

Can this type of negative branding be reversed? Certainly. Will it? Not without some conscious effort. But honestly, I don’t think the German Shepherds themselves spend much time fretting over it. They are probably blissfully unaware of my aggressive impression, and content playing fetch, rolling around in the grass and chasing their tails.

As marketers we are sometimes faced with trying to fix a negative brand. This can be a challenging, time-intensive process, especially when it is passed down through generations or buried within the subconscious.

Can you think of some examples of companies in recent history that have left a less than stellar brand image? Who were they? Can they fix that reputation? How?

The post Breaking Bad Brand Image appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Have I ever mentioned that I’m a big fan of personal communication and connections? In case I don’t say it enough, yes, I am. Last week, I had the opportunity to attend the annual AEM Marketing Conference in Austin, and spent some great quality time with several colleagues. From catching up with a client and getting to know my current industry friends better, to meeting several new folks who I hope will become good friends, there was never a dull moment. Though we’re all able to stay in touch via email, LinkedIn and other forms of communication, nothing beats seeing these people face-to-face. And then of course, there were the seminars and speakers, which were all very good. I was able to take away something from each and every one. In fact, one presenter and one seminar managed to challenge my beliefs on personal communication, and had me thinking about the topic in a whole new way.

The seminar was on social media, which, as we all know, has emerged as an extremely valuable medium, not only for marketing, but communication as well. Companies are using everything from blogs to Twitter to better communicate with their audiences, and thus, taking customer service to a whole new level. Case in point: The speaker’s own personal experience with her bank. Long story short, her bank made an error, and when she called the branch office to have the error corrected, she was “greeted” by an automated phone system – not what you want to hear when you’re expecting to speak one-on-one with a live representative. Multiple menus and several minutes later, it appeared as though she made it through to the proper person – but instead, was sent straight to voicemail. Needless to say, she was frustrated. So she took a different approach and used the bank’s Twitter page to voice her complaint. Within two minutes, she had a response from a representative and the situation was handled right then and there – two minutes response time! Now how’s that for customer service! By the way, guess how long it took the bank representative to respond to the voicemail complaint? Two days! Not impressive.

This speaker made me realize just how valuable social media is as an opportunity to provide fast, personal and quality customer service, and a true connection with an audience. Sure, I always looked at it as a great way to reach an audience, get a conversation going and create a lukewarm connection, but I never would have gone so far as to call it “personal”. Now I admit, my thoughts are changing – but I’ve said it before and I’ll always say it again, nothing beats face-to-face! I will always be stubborn and stand firm on that one.

What are your thoughts? Do you feel social media has a place in creating truly personal connections, or do you still view it as impersonal and a far cry from face-to-face? One step further, has your company used social media as a way to provide a personal, quality customer experience?

The post A Greet or a Tweet – Social Media Gets Personal appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Beth Odegaard

As a small marketing firm we sometimes get overlooked by large companies. I have to be honest, when I first started in this industry, being overlooked hurt a little. We have Superbowl-quality creative ideas floating around our brainstorms. We have a talented PR department and tech-savvy designers who can implement and execute those ideas.

To me, it’s evident that it’s not the size of your agency that counts, but rather the quality of your work and the passion in your heart. We’ve found that we can serve our clients – both big and small – best by staying true to who we are.

Who are we exactly?  Fair question. To me, the answer was summed up best just the other day by a fellow industry colleague who said IRONCLAD Marketing was a “small, hungry agency”.  The sentiment behind the words really rang true with me.

First and foremost, we’re a new and growing agency and we’re definitely hungry. Hungry to continue our growth. Hungry to grow to our clients’ businesses. Hungry to tell their stories. Hungry to implement sound, strategic marketing plans laced with just the right amount of creativity. Hungry to make a difference in the construction industry and our own community. All while staying true to our vision of a different kind of agency.

Fortunately, the companies we call clients aren’t intimidated by our size – or lack of. They realize the service they get from IRONCLAD – the care, passion, and enthusiasm that goes into each and every account – ensures they’ll never be left feeling like an outsider. And for small companies, they know their business will be revered and understood by a like-sized, like-minded firm that won’t think of any company or budget as too small to bother with. For the larger companies, they too “feel the love” of a smaller, more intimate firm, knowing all the people on their account by name. They know our work ethic and ideals and rest confidant knowing they won’t be taken advantage of because of their size. And maybe, just maybe, there is even consolation in knowing they’ll be treated just like any other member of the IRONCLAD family. When it comes to agencies, I’m convinced – Bigger isn’t always better. We can run with the big dogs any day!

The post It’s Not the Size of the Dog in the Fight… appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

When we name our children, we labor over the perfect name. One that has family or social relevance. One that will encapsulate the child’s looks and personality. One that will be appropriate for the young woman or man the child grows into. A name with the right amount of dignity, respect and professionalism to accompany a doctor, lawyer, President or marketing executive. We study books for meanings and make endless lists narrowing and narrowing the pool until we finally decide on the perfect fit.

Clearly a name is very important. Companies agonize over the right names for products and divisions and we’ve been part of that process – that labor of love – to find the perfect name. Perhaps the most close to home – other than the naming of my children – was the naming of IRONCLAD Marketing. Over the past 18 months, the question that always arises is, “How did you arrive at that name?”  But the more important question to me is what is the significance?

First and foremost, I am very much a “follow your heart” kind of person and something about IRONCLAD Marketing just felt right. It had a good ring to it.

I sought something that would encompass the equipment industry we serve, while still not being too limiting so as to allow for diversification. (After this economic downturn, we all know how important it is to be able to diversify.) I also wanted a name that would reflect the kind of work and service I envisioned for my own company. Solid marketing plans, built on sound strategy and good creative – all with attention to the small details and customer service that lead to flawless execution.  (Okay, no one is flawless and I would never claim to be, but we put our whole heart, blood, sweat and tears into each project.) IRONCLAD means impenetrable, strong, unable to break. IRONCLAD Marketing seemed like the perfect fit.

Shortly after I had launched IRONCLAD Marketing, I was talking to a good friend and business acquaintance, and he questioned my thought process, saying that he thinks of Old Ironsides when he hears the word IRONCLAD. To him, that conjured up images of old and antiquated.

Because I trust his advice, the question often nagged in the back of my mind – until last August. I attended the APWA show in Boston and spent some time there with my family. Do you know what ship is docked in the harbor for tourists to examine? Old Ironsides! And guess what I learned? In all her years of operation, Old Ironsides never lost a battle and never had enemies set foot on her unless as prisoners. Not bad attributes. One more reason clients can be assured we’re in it to win – market share, exposure, share of voice – it’s an IRONCLAD bet!

The post What’s In A Name? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Remember the last time you did something completely crazy? Okay, maybe not crazy, but outside your normal comfort zone? I had such an experience last week.

I’m pretty unskilled when it comes to cooking, hence, I’m hesitant to try new things. I stick with what I know, which is very basic (think lots of dishes that can incorporate steamed veggies or scrambled eggs). Well, I decided to take a big step last week. I picked out a recipe, purchased all the ingredients, and spent a good hour prepping, chopping, dashing and following the recipe to create my masterpiece. While my eggplant lasagna was far from something Curtis Stone would praise, I was extremely proud. It tasted really good! This type of “extreme cooking” is still far outside my comfort zone, but I’m actually looking forward to trying a new recipe again – and hopefully I’ll improve my skills along the way.

This experience made me think about what our clients go through working with us. Really, every company working with an outside agency goes through many situations where they step outside their comfort zone – but it’s ultimately for the best. As good marketers, we force clients to get out of their comfort zone and challenge their traditional ways of doing things. We push them to try new ideas, whether it be on a single project, an entire campaign or a full tradeshow promotion. They might be comfortable just sticking to what’s been done in the past, and it’s certainly easier to just do so. But it’s our job to pull them outside of that comfort zone, to examine what’s been done in the past, how it has worked (if it has worked) and how we can improve upon what’s been done to get the absolute best results.

Of course, this doesn’t mean we throw out the old rulebook and completely eliminate “tried-and-proven” concepts – in fact, we incorporate plenty of old ideas simply because they work and they work well. But I firmly believe it’s important to mix in some new variables from time to time, and stay up-to-date on what’s new for the world of marketing. This is especially true in our society where technology is constantly changing – changing the way we learn about products, the way we communicate our messages and the way we interact with customers. Those who don’t embrace it, at least on a small scale, just might be left in the dust.

When was the last time you stepped outside your comfort zone, in business or otherwise? What was the end result?

The post Out of the Zone – Embracing New Marketing Ideas appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Even if your interest in sports ranks right up there with my interest in shopping (which, for the record, is zero), you’re probably still aware of the NCAA college basketball tournament, also know as March Madness, going on this month. When the term “March Madness” is spoken this, or any time of year, thoughts immediately go to brackets, picks, and who has the best looking uniforms or coolest mascot. This type of March Madness is certainly popular and something I myself get caught up in (my bracket, as of last night, is now officially destroyed, but oh well!). But the equipment industry also experiences its own madness this time of year – well, every three years to be exact.

CONEXPO-CON/AGG is the biggest industry tradeshow in the country, drawing in more than 100,000 attendees. Companies from all over the globe come to show off their best products, launch new ones and see what other companies have been cooking up over the past few years. Add all this to that the fact it’s held only once every three years, and it becomes something even more exciting – our industry’s own version of March Madness. Between budget dollars, planning, and personnel, a lot of effort and manpower goes into this one event, this one week. And the big question is always there – was it worth it? I just returned from the show and wanted to take a moment to share my personal feelings. Overall, I feel it was a great show and I would hope most exhibitors would say yes, all our efforts were absolutely worth it. I’ll sum up what I saw and heard in three words – eager, optimistic and bright.

Eager – After two years off and a couple years of slower tradeshows in general, the industry’s best were eager and excited, showing up in full force and ready to make the most of 2011’s CONEXPO-CON/AGG.

Optimistic – Though I would like to add one more word to this one – cautiously optimistic. My perception aside, and cautious or not, the positive attitudes and encouraging comments really could be found everywhere on the tradeshow floor.

Bright – No, not a nod to the sunny Vegas weather (though it was gorgeous!), but the outlook for 2011 and future years. Spirits were bright, projections are bright – and the overall feeling for the industry is, you guessed it, bright.

What I feel it boils down to is that everyone is tired of the doom-and-gloom, and ready for our industry to be back, better than ever. Ready to tackle those jobs that are out there (and there are plenty out there!) and ready to purchase the equipment that will get the job done. Here’s to a busy construction season and a great year for the industry in the rest of 2011. Let the madness begin! And continue full steam after the typical “March Madness” has faded.

If you attended or exhibited at CONEXPO-CON/AGG, I’d like to hear your thoughts. Leave a comment here, shoot me an email or post a message on our Facebook page to let us know how the show was for your company or you as an attendee. And on another note, if you’d just like to brag about your NCAA bracket, I’m all ears!

The post Beyond the NCAA – March is Madness appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

For as long as I can recall, I’ve never been a meat eater. Growing up in the middle of farming- and hunting-country USA, this has always been a bit strange for people to understand, but for me, it’s just what I’ve always known. I remember way back in the day, at the dinner table, when I would attempt to trade my chicken to one of my brothers for their peas, corn or carrots. Despite constant teasing and horrified looks from family members, friends and even strangers, there are always times when I’m reminded of how happy I am to be a vegetarian. The latest: Taco Bell.

You’ve probably heard the story and seen the new response ads to the claims being brought forth against Taco Bell (check out the new ad below). The company was recently accused of using fillers and other random junk in its beef mix. Even though it has been vehemently denying the claims and spending hundreds of thousands of dollars on the new response ad campaign, is it enough to erase the blemish on its name? Before you jump the gun and answer “yes”, think about the following example.

Remember a few years back when a woman claimed she found a finger in her Wendy’s chili? How could you not – the horrifying image of a finger floating in your warm, delicious soup is a hard one to erase from the mind. But do you remember that the claim actually proved to be completely false? Even if you do, were you still somewhat hesitant to grab your next lunch at Wendy’s? And if you could get past the incident enough to go to the restaurant, I’ll bet you thought twice about ordering the chili. So I can’t help but wonder – is Taco Bell in for the same fate?

As an herbivore, I can’t fully understand the impact of these two particular incidents, as I have no desire to eat at either place to being with. But I have to imagine, even if these claims prove to be false, cautious consumers out there may skip their regular lunch or late-night run for the border. Maybe I’m totally off here to assume loyal fans will ever abandon the restaurant and its food, but I’ll tell you this: If my beloved pita restaurant was facing allegations of putting rubber, needles, hair – or worse, actual meat – in the falafel mix, I’d start shopping around for a new lunch destination.

Meat eaters and fast-food lovers, tell me your thoughts. Do you think these allegations have done irreversible damage to the Taco Bell name? Have you stopped eating at Taco Bell because of this recent incident? And what do you think of Taco Bell’s response?

The post Damage Control – Can Taco Bell Redeem Itself? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

Super Bowl XLV has come and gone. No doubt there are many parties still going strong in Green Bay, and of course the internet is a buzz with the best and worst commercials. Like most, I was anxiously waiting for all the much-hyped spots so I could decide which I felt reigned supreme. There were some funny ones from Doritos, Hyundai and Volkswagen. But I was most impressed with a car commercial starring a rapper and a city.

In the weeks leading up to the Superbowl, I had been impressed with some of Chrysler’s new commercials. But those now pale in comparison. Feeling more like a tribute to a city and “American Values” than a commercial, I was honestly blown away by Chrysler’s new “Born of Fire” spot starring the city of Detroit and rapper Eminem. Having the controversial rapper tied to your brand sounds like a risky move – on paper at least – but it felt genuine and just plain right. After all, he has always been an advocate of his hometown, despite the circumstances he came from. Painting the picture of Detroit as a “dying” city and showing it has the resolve to push on and come out of this, better than ever, also a great idea. The spot was done well, balancing just the right amount of edge with the serious message. And I’m glad Chrysler didn’t try to take it too far on the celebrity presence. I have to admit, I was a little nervous Kid Rock was going pop up in the back seat, but was relieved that wasn’t the case.

Beyond the commercial itself, the new tagline used at the end of it was pure genius: “Imported from Detroit.” Lined up against all of the other import car commercials, I thought it stood out beautifully. Especially when one of those companies had a commercial trying to show how American-made they are. Just how long Chrysler sticks with it is yet to be seen.

Agency Widen + Kennedy and Chrysler hit a home run here. Who knows, a few more of these and Chrysler – and Detroit – might just bounce back faster than we imagined.

Do you think this new campaign can play a hand in saving Chrysler or Detroit? Or is it too little too late?

The post Can Marketing Save a Car Company and a City? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

I was fortunate enough to attend the annual World of Concrete/World of Masonry tradeshow last week and had a wonderful time. While I enjoy walking the show to check out what’s new, find out the latest trends and just basically see what other companies are up to, the absolute best part of attending the shows is seeing people – clients, editors, ad reps and all others I work with on a daily basis.

While I technically do “work” with these people every day, I don’t actually get to see them in person. And it’s amazing how much of that personal connection is missed when you’re not face-to-face. Now I’m not saying that I don’t feel I know clients well or have a personal connection to editors. I just don’t get much face time with them, since most of our communication is done via phone, e-mail and even Skype – Denise and I just had our first Skype conference call with a client last week. I’ve gotten to know people quite well through these means of communication, even to the point where I know about their personal interests, their family and even their pick for Super Bowl XLV. But bottom line, with all the technology and ways to stay connected remotely, nothing beats that personal, face-to-face, rubbing elbows time.

I really got to thinking about this at the show. People often talk about how the industry is changing and tradeshows are changing, and there is always the question of how much. How much is the recent economic rollercoaster going to change the future of tradeshows? Will they become virtual or virtually obsolete? I can’t say for sure, but I feel both would be mistakes. Why? The connections. Business is built on relationships. Whether you’re in PR, sales, or the person behind the parts counter – creating the personal relationship is key. For me, there’s nothing better than meeting an editor, and actually shaking their hand and getting a chance to chat with them. And I always feel great when I see a client after a few months and am greeted with a big smile and hug. Hey, I even enjoy when I go to the local pita shop and the girls there greet me by name and ask if I want “the usual”. It just builds that relationship.

Now, all this may be because I’m a people person. I admit it, I love meeting new people, I love catching up with those I know and I just enjoy spending time with others. But even with my personality aside, I’m still a firm believer that no amount of Skype, e-mails and telephone calls will ever replace the handshake.

What are your thoughts? Do you feel personal interaction is a crucial step in maintaining important business relationships?

The post Technology Schmechnology – I’ll Take a Handshake appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

Logo redesign can be a touchy enough subject as it is. The logo can be a big part of what defines the brand, so naturally companies get tied to their logo and are afraid to change it. In our instant gratification world of social media, the subject is getting touchier.

Many are familiar with the short-lived GAP logo redesign that sparked an instant internet backlash, and resulted in them dropping the new design just days after it was released. Years ago, that backlash would have taken much longer to catch on and may not have caught on at all. But thanks to all the new instant communication vehicles, the effects came almost immediately. I recently attended a marketing event where the speaker touched on this very subject. Did GAP do the right thing by responding and quickly changing back to its original logo? It’s tough to say. I mean, they did listen to the customer and respond. But there will always be people who are resistant to this type of change for one reason or another, whether it be bad aesthetics or perhaps they have some nostalgic memories tied to the logo.

Enter Starbuck’s, the next big company to do a re-brand. Expectedly, this has been met with instant backlash. Its corporate social media platforms are being bombed with comments about the new logo, both for and against. Starbuck’s likely saw this coming, but chose to do it anyway. You may be asking yourself, “Did they not see what just happened to the GAP? Are they crazy?” Maybe. Or maybe they sat down, planned this out, and said, “Yes there will be backlash, and yes some people will dislike it. But, we are going to do it because it’s the right move for us.” And I have to say, I actually don’t mind the new logo. I think Starbuck’s got it right because, unlike the GAP, they kept a major element from all previous logos, and used it prominently. The company understands people have made a connection with this one element – the iconic mermaid – and chose to carry it over into the new design.

Still, logo redesign will always be a sensitive subject. And unfortunately, there’s no expiration date on logos, so it’s up to each company to decide when the time is right for them to make the change. My advice to any company considering a new logo redesign is this – put some real time, thought, and effort into it. It is more than just slapping on a fresh coat of paint. Look at your current logo and see how it reflects on your company and products. And try to get an outside opinion; sometimes we get too close to things and can no longer see them objectively.

Do you have any positive or negative logo redesign experiences? What do think of the new Starbuck’s logo? Do you think it survives the backlash or will they scrap it and go back to the old one? I think they will keep the new one — try to ride out the storm. After all, they know that next week there will be a different hot topic.

The post Social Media Killed the Logo Redesign appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

Welcome to 2011! Did you make a New Year’s resolution? I have to be honest — I didn’t. I actually don’t like the New Year’s resolution tradition, and it’s not because I’m opposed to goal-setting. In fact, I’m a firm believer that success comes when you have a set of tangible goals in place –  and I have adhered to that philosophy both personally and professionally all my life. Let’s face it, without having set a personal goal to run a marathon, I never would have just up-and-decided to run 26.2 miles.

Rather, I don’t embrace the New Year’s resolution tradition because I don’t feel goal-setting should be a once a year occurrence. Goals, if set properly, challenge us and push us to grow both personally and professionally. They provide a catalyst for accomplishing feats we might normally deem “unachievable” or “impossible” by breaking them down into manageable steps. And, goals can even push us to conquer the little changes we’ve been avoiding.

But, the other flaw to the News Year’s resolutions, can be the error of any goal — unrealistic expectations. The key to success is setting smaller goals more frequently — never forgetting to challenge ourselves while keeping them achievable and measurable. I certainly would not have embarked on my Marathon goal, having never run before, by jumping right in to a 20 mile run. A series of smaller goals led me to the prize achievement.

Now I do realize that January has almost become a default time for setting goals, not just because of resolutions, but because it’s often the time of year when most workplaces conduct reviews and create plans for the upcoming year. But instead of setting the impossible goal in January only to tuck it away in the drawer until 2012, why not try a new approach and set quarterly or monthly goals? Then, keep focused and measuring your progress throughout the year — bringing you one step closer to that ultimate goal.

Are you a frequent goal-setter or more of a once-a-year, resolution-type? What goals do you have in mind for the upcoming year?

The post Go For the Goal appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

You may recall, in an earlier blog, I pondered how the characters of Tigger and Eeyore could be used to classify most personality types. On one hand, you have the eternal optimist – full of energy and seeing no boundaries. On the other, the eternal pessimist, always waiting for the rain to start and sure of his or her bad fortune anytime it does. However, as I was once again reading the Grand Adventures of Winnie the Pooh with my son, I realized there was one character and defining personality type that I neglected to recognize – Rabbit.

Okay, Rabbit is not the strongest character in any of the stories and isn’t one of the first characters you would name if asked to name a character from that series. But, Rabbit does have a very distinct personality. Can you identify it?

In the story I enjoyed with my son, Rabbit was leading his team into the woods in search of Christopher Robin. He was armed with his trusty map and consulted it constantly to determine which way to go. Suddenly, a strong wind came up and tore the map out of his hands and carried it away. At that point, Rabbit crumbled. He couldn’t function without the map.

Are you seeing the personality type now? There are many leaders and managers who are the “by the book” kind of people. They’ve had a textbook approach to their jobs for decades and they refuse to waiver from that. There are agencies, and marketing departments like that as well. When the old rules are shaken and perhaps no longer valid, these individuals either refuse to recognize it and adjust course or find themselves completely lost without any plan or way to move forward. It’s a dangerous position to be in.

The economic conditions we’ve weathered the past few years have been unlike any others I’ve experienced in 16 plus years in the industry. As I talk with clients, prospects, editors and industry folks, they agree that the old standards don’t apply. There is a new normal that we must all adjust to. In order to grow our businesses, we need to push beyond on our comfort level and try new tactics and enter new markets. We need to lead – without a map or textbook. So identify the Rabbit in your team or yourself and find the confidence to continue to lead and succeed as we explore this new territory.

What is your company doing to adjust to the new business climate?

The post The Rabbit Factor: Marketing in a Non-Traditional Business Environment appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

A workplace is like a professional sports team. Before I go any further let me just say I’m being very serious. I know it may seem like I’m using a blog entry as an excuse to talk about sports (as I do love sports), but hear me out.

People are always using the phrase “team player” when referring to their most valuable employees – and, when you think about it, most companies do in fact resemble sports teams. The company president is the team manager. Supervisors and managers make up the coaching staff. And the employees are key in bringing it all together – they’re the major playmakers, akin to the athletes. Like a modern day Joe Mauer to the legendary Wayne Gretzky, great employees (or athletes) contribute the positive attitude, proper work ethic and bounds of talent to help their team succeed. They’ll go about their business and do their job, yet are capable of stepping it up and leading when necessary. Any company president (or team manager) would be lucky to have them. And if your group, whether a manufacturing company, an agency or retailer, is fortunate enough to have these types of positive, talented and hardworking people, the company is much more likely to succeed.

Maybe it’s because I’m still feeling that “warm and fuzzy” and thankful feeling this time year. But all that aside, I’m very appreciative of wonderful co-workers and want to recognize how crucial both their talents and attitudes are to the success of our team.

On the flip side, I also want to point out how poisonous one non-team player can be. An employee can have an incredible amount of talent, but if they’re not willing to put in the work, go the extra mile and genuinely strive to do what’s best for the team, they don’t have a place in your organization.

Don’t agree? Think talent is supreme and personality, work ethic and attitude aren’t so important? Consider a couple fairly well-known examples: NHL bigmouth Sean Avery and NFL whiner Randy Moss. Both have had trouble sticking with a team – as soon as they step foot in the locker room, managers and teammates can’t wait to get rid of them. And this is not due to lack of talent – no one can argue that both of these guys are incredible athletes and have the ability to be big playmakers. However, most managers and coaches would rather not even deal with them. Childish antics, filter-free loudmouths and egos too big to even fit inside Madison Square Garden have made them both more of a liability than a commodity. They’re in it for themselves, not the team. When they’re unhappy, all effort goes right out the window. And just like that, talent becomes a moot point.

Just like on a sports team, it’s crucial to have real team players and good attitudes in any company. When you find the “Mauers” and “Gretzkys” hang onto them! I just hope you don’t have to offer them $184 million like the Twins did for Mauer…

Do you agree that attitude is as important as talent? How has your company managed to attract and keep your team’s “MVPs”?

The post The Complete Package – A Good Team Member Has It All appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

As I was driving home for Thanksgiving last week – in our lovely Minnesota winter weather – I came across something that got me thinking. Having recently experienced a winter storm and with another on the way, I decided I better drive slowly. Cruising down I-94 at 55 mph, I noticed flashing red and blue lights up ahead. Traffic had all moved to the left lane and slowed considerably. I ended up going by six squad cars in about one mile, and there were multiple cars in the ditch as a result of an accident. I decided to slow down even more, assuming the other drivers would do the same. Once we cleared the troopers, I found that assumption to be dead wrong. The person behind me actually floored it by me, and I got passed by 15 to 20 cars in the blink of an eye. I became furious. I mean, how can these people have possibly missed the message; it was right there in front of us in flashing red and blue. For me, it was crystal clear – SLOW DOWN!

They missed the message, and this got me thinking about how and why people miss what others see as obvious. Maybe it was the tactic by which the message was delivered. I don’t think that there is another tactic that could have achieved better results in the situation. So have we really become immune to the way emergency personal try to send us a message? If people have, what hope is there for those of us in marketing?

The answer must be in the tactic we use to deliver the message. We must always look for new avenues and be ready to change the way we do things. We need to take a step back and evaluate our marketing tactics, and seek input from those not involved in marketing. Sometimes the time-tested methods don’t work; sometimes the new crazy idea doesn’t work either. You can have a great or important message, but if the method of delivery isn’t right, it will fall on deaf ears.

Have you found a tactic that is a tried and true never fail winner? Have you changed delivery methods on a message and found better results?

The post You Get The Message – But Does Everyone Else? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Alyssa Kram

This Thanksgiving, I’m thankful that most of my relatives will be in town and I don’t have to travel long distances to see them. North Dakota winters are my worst enemy. Driving on ice is my second biggest fear (snakes are number one), so I’m extremely thankful I only have to travel about four miles to get to the delicious meal (mostly the stuffing) and fun games (Pinochle is a favorite) that are waiting for me on Turkey Day!
Speaking of Pinochle, I’m also thankful for my huge family. My mom’s side of the family loves Pinochle, and I’m thankful my 83-year-old grandma is still around to get snippy at us when we play the wrong card.

I’m also thankful for my parents. When I graduated college a year ago it took me eight months to find a job (shocking in this economy, right?). My parents always believed in me and supported me – they knew I’d find what I was looking for.

And speaking of jobs, I am thankful that IRONCLAD gave me such a great opportunity to get involved in the industry I’m passionate about. Ever since I was little and saw the movie, “What Women Want,” I’ve wanted to become a part of the advertising world. Although cheesy movies like that tend to glamorize jobs like mine (never mentioning the late nights, scrambling to finish a project under a tight deadline), I’m still incredibly thankful to be doing something I love.

The post What I’m Thankful For – In Addition To A Long Weekend appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Laurel Voels

What does it mean to be truly thankful? I’m not talking about being polite, rather being thankful for what life has brought you. Being thankful for the true blessings in life that make you feel like everything is worth it.

I feel this year I really have a lot to be thankful for, and would like to express my gratitude. So I have comprised a list of the five things I am most thankful for.

1. Dishwashers – without them a lot of time would be wasted.
2. Ice Scrapers – if you lived in North Dakota, you would understand.
3. Coffee – without this, there wouldn’t be that extra boost to start off the day right.

Let’s get serious – What I’m really thankful for is:

4. Having a strong, caring and healthy family that supports each other no matter what.
5. And I am truly grateful to be working at a motivated company, and I’m thankful for the new friendships I’m building. I can’t say thank you enough for all the true blessings that life has brought this year.

The post Dishwashers – What More Can I be Thankful For? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Beth Odegaard

I’m THANKFUL for…
My healthy children…who make me laugh everyday and have taught me more about life than I’ll ever teach them.

My husband…who loves me despite my obsession with junk and flea markets.

Farming…even though I swear my husband loves you more than me.

Snow…there’s nothing more Norman Rockwell-ish than a White Christmas.

My Grandma Mary Ann…hope I’m still kickin’ like that at 82.

My parents…who taught me there are only a couple things that really matter in life – faith, family and friends.

IRONCLAD Marketing…for wonderful co-workers (yes, even you Mitch), great clients and the opportunity to do something I love everyday.

The post A Few Things I’m Thankful For appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Mitch Wagner

When Denise told us about this project – to write a blog about what we are thankful for – I decided to write the longest blog in history, at least IRONCLAD’s history. After all a picture is worth a thousand words, right?

I am thankful for many things, most notable off the top of my head…

The post Thankful – The Essay appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Lindsay Babb

I’m a pretty happy person. Sure, I have my share of bad days and of course I get frustrated from time to time. But especially during those times, I try to remind myself to be thankful and count my blessings. So I’d like to take a moment to share some of the things for which I’m thankful – starting of course with the really important stuff.

I’m thankful for pumpkin-flavored…everything! This time of year, I can’t have enough pumpkin bread, pumpkin spice coffee and pumpkin pie. I’m thankful for snow. Seriously, I love snow. I’m thankful to be strong and injury-free so I’m able to run anytime I please. Speaking of running, I’m also thankful for dogs. Not only are they sweet, playful creatures, they chase me when I run through their neighborhood – my mile time is never better! I’m thankful for the Beatles – and music in general. Lastly, I’m thankful for fruits, vegetables and tofu being readily available at the supermarket. As you can imagine, it’s tough being a vegetarian in the Midwest!

Okay, on a more serious note, I’m thankful for the truly important blessings in my life. I’m thankful Denise decided to take a big risk and start her own agency so that I could have a wonderful job that I love going to everyday. I’m thankful for my co-workers – we’re a great team and a family, and we always manage to make everything come together. I’m thankful for the clients, ad reps, editors and other industry friends I get to work with on a daily basis. I’m thankful for my friends and family, and the fact that many of them live here in Fargo. Finally, I’m thankful for my health, both mental and physical, and I’m thankful that I’m happy each and every day.

I hope you’re all thankful for the wonderful things in your life – Happy Thanksgiving! Now gather with friends, put on some music and eat.

The post Food, Friends and John Lennon – What I’m Thankful For appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Denise Stoppleworth

It’s Thanksgiving and, at the risk of being a highly creative organization falling into the completely typical and anticipated, we thought it might be good to take a moment to reflect on those things for which we are thankful. It’s a great way to get to know us and to give the new members of our team their first blog experience. Of course, Mitch, whom I affectionately call our resident eeyore, (see earlier blog) retorted with, “Great, I feel like I’m in elementary school and have just been given an assignment in English!”

I hope you enjoy the thoughts from our team.

As for me, I’ve noted in my earlier blog reflecting on the year that I feel very blessed and with blessings come gratitude. I’ve already discussed many of the things for which I am thankful, but please indulge me once more.

I am thankful for an outstanding team that despite tremendous stress and tight deadlines, manages to maintain a positive attitude and passion for what they do on a daily basis. There’s yelling and bickering, teasing and laughing – all the things that make us a “family”. And we’ve never left work angry – okay I haven’t. I can’t speak for the rest of them!

I am thankful for tofu turkeys. Without them, I’m not sure how Lindsay would get the protein she needs this holiday season!

I’m thankful for my husband, who moonlights as our accountant. The best part is that he works for free…. and keeps on working even though I fire him on a weekly basis. What a saint! And I can’t find a better accountant at a more reasonable rate.

I am thankful for the Klinnert family who has become my saving grace with our kids as I’m on the road attending shows, conference and client meetings. Now my kids actually want me to leave so they can go to Hannah’s house. You’ve also saved their father’s sanity!

I am thankful that Mitch has only said he hates me once in the past 13 months – and that was proceeded by me saying, “Hey I just told a client we could…..”

I’m thankful for Photoshop, quick printers, 24-hours in the day and deadline extensions. Without any of these, we wouldn’t be able to pull off the things we do!

I’m thankful for clients who challenge us, harass us and befriend us. (If you haven’t already noticed, I can dish it out just as well as I take it in.) You all make coming to work each day something to look forward to. When you love who you work with, it’s no longer work!

I’m thankful for all of you … the people I have the opportunity to meet – be it editor, ad rep, client or prospect. You’ve helped me grow, and I enjoy learning from your unique perspectives and individual challenges. You’ve enriched my life, and the adventure never ends!

My list of reasons to be thankful could go on and on, but Mitch already has a wager on my blog entry being the longest. I really hate to prove him right! Happy Thanksgiving!

The post Thanksgiving appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

It seems like a simple concept, right? Most companies would probably be quick to say they encourage all ideas, from each and every employee. But too often, those in charge only listen to and give serious consideration to ideas from the ‘big wigs’ or ‘higher-ups’. Perhaps they put out a suggestion box but never take the time to read what’s inside. Maybe they nod as they listen, but it’s obvious they’ve tuned out and aren’t really hearing the thoughts. Or it could be that they completely brush off the employee and don’t even take the time to listen in the first place. When this happens even once, the chances that person will ever share an idea again are slim to none. If that’s the case at your organization, you could be missing out.

The idea for a great new product, service or ad campaign isn’t necessarily going to come from the vice-president of marketing – though it might, as he or she likely has millions of miles of marketing reports, focus group data and customer preference research. Often, the brightest ideas come from those who work much closer to the product or service. The people who assemble the product, perform the service or design the layout for the new ad.

That being said, encourage all employees to share ideas. And I mean really encourage. It’s more than saying you are open to and welcome input from everyone. Show it. Involve all team members in important discussions. Call out people individually during a group brainstorm and ask what they think. Actively listen when an employee shares a thought – and always give them your feedback. Whether it’s a major decision for a new product launch, such as the slogan, or a minor office detail, like how to better organize the workroom for increased efficiency, let employees know how valuable their input is. An environment where ideas of all kinds and from all members are welcome only encourages creative thinking, problem-solving and perhaps innovation – all pieces to the success puzzle of any company.

Do you encourage ideas from all team members? If not, how could your organization benefit from a more “open door” idea-sharing policy?

The post The Big Idea – You Might Have It appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Speaking of effective marketing, have you received any not-so-direct, direct marketing messages lately? I have. The other day I got an e-mail from Zappos, which, if you’re not familiar with, is an online shoe retailer that also offers clothing and accessories. The company was just sending a note to say the maternity jeans I ordered a year ago were still available. My first thought was, “Thank god I’m not still pregnant!” And my second thought was, “Nice try.” In an attempt to anticipate my needs and send me a personal message, it just showed me how detached and systematic its process is.

I do realize that this was an instance with fairly unique circumstances. But it made me think about how a concrete contractor might react to receiving personalized information about hot-mix asphalt. In today’s information-capturing, database-driven world, the options for direct marketing are endless. More often than not, a relevant, personal message is delivered and well received. The trick is to try and hit the mark 100 percent of time.

What are you doing to ensure you’re direct marketing doesn’t miss big?

The post Direct Marketing – Don’t Miss Big! appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

A change of scenery is also usually a good way to spark the creativity. I like to frequent Fleet Farm, antique stores and scrap yards – just to name a few. The inspiration could come from anything, so have a camera and/or sketchbook close at hand.

Participating in activities that you love can also be a huge help. A bike ride, walk, or hunting or fishing outing gives you plenty of time to think, and even the smallest thing can give you that solid gold idea. I know our own Lindsay likes to go for a run to clear her head – pure insanity if you ask me, but whatever works I guess.

And as we all know, the best ideas always come at 2:00 or 3:00 in the morning. Be ready – keep a pen and paper handy. Even though you might think you’ll remember the great idea in the morning, you won’t. So write it down or sketch it out. I know it can be terribly difficult to turn on a light and ruin the sleep cycle, but you’ll be glad you did. Try practicing locating and writing in the dark. Yes, it looks like a first grader did it, but as long as you can read it the next day, you’re good.

Get an outsider’s perspective, whether it be someone outside the industry or outside the creative field. It may take some extra explanation, but we often get too close to a project or idea to objectively look at it.

Do you use any of these strategies to overcome creative blocks? How about any other ideas or unique solutions? Share them with us – who knows, one just might come in handy the next time we’re “stuck” on a project!

The post Creative Blocks – Tips to Help Break Through appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

1.     Surround yourself with great minds and seek advice from them. Don’t go in with preconceived solutions and seek affirmation, but really seek out input. Challenging my team to contribute the business plan has been a huge success. We many not always agree, but some wonderful ideas are borne from those disagreements. Likewise, when I speak with clients, I don’t approach them asking questions to which I’ve already decided on the answers. I have a thirst to get their insight, their perspectives and their vision. I seek to know their company and their products. In the process, my firm becomes invaluable to them and they become invaluable to me because they help shape my business as well.

2.     Find out what your customers want and give it to them. Seems simple enough right? It isn’t always so. It requires changing the way you’ve always done things and being open to new ideas. Sometimes, it means hearing some blunt criticism. But, in the end you emerge a stronger company with a stronger relationship.

3.     You don’t need to have all the answers and you should never think you do. Our relationship with clients is never about us providing the “answers.” It’s more about asking the questions. We partner with our customer, and as such, we don’t dictate solutions, but rather discuss options and work together to build an effective plan.

The list of lessons – big and small – could continue on. Each day, the learning continues and that’s what makes life at IRONCLAD so exciting. Many of you are entrepreneurs who have experienced many challenges. What lessons can you share?

The post Lessons From the First Year appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

What is available to us if only we ask? Today, there are so many mediums available for communicating with customers that sometimes the basics are overlooked. We’ve become conditioned to believe that nothing is available for the asking, but everything is available for a price. How often does that attitude unwittingly lead us to missed opportunities and huge expenses — especially when looking at the dealer relationship? As manufacturers, your commitment to dealers is two fold. First, you are expected to supply quality product on time, at a fair price and with reasonable support. But second, in the most successful companies, dealers and manufacturers embrace the role of the manufacturer as that of a sales partner as well. Manufacturers are looked to for support and assistance in selling the product to the end user. As such, wouldn’t it make perfect sense that the dealer will be willing to provide opportunities for you to help sell the product?

For me, there were many lessons learned in this meeting and I was once again energized by the passion and drive of a new and growing company, and their willingness to seek out every possible opportunity. They’re all there for the asking. Are you willing to ask? What fundamentals of marketing have you found lost in today’s business environment?

The post Just Ask – The Opportunities Available If Only We Ask appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

So this survey got me thinking – do people really stop and think why advertising exists? Companies and agencies work hard and go to great lengths to be sure they’re giving you something informative and interesting. They create ads to capture attention, raise awareness, and sell the audience, while often being fun and entertaining as well. And they succeed – just think of how many people watch the Superbowl only for the commercials. But beyond that, ads enhance our entertainment experiences in other ways.

Take trade publications for example. I enjoy every day when a new stack of publications comes to the office. Fortunately, because of my ties to various industries, I receive several of these magazines for free. I’m able to read interesting articles, browse the latest industry news and see what other companies are up to, at no charge. How are the publishers able to offer the magazine for free? Answer: Advertisers.

In the cases of newspapers or magazines that don’t offer free subscriptions, many offer free online versions. Network and cable stations are also embracing this trend and have begun posting full episodes of their shows online – free to watch anytime, anywhere. How are they able to fund this? Answer again: Advertisers.

This extends even further. Think sporting events like baseball and football games. Both ads and sponsorships are everywhere, circling the stadium. Even the field itself is up for grabs – from Target Field in Minneapolis to Petco Park in San Diego. These ads and sponsorships help cover operating costs of these organizations and keep ticket prices reasonable. On a similar note, think back to the last time you went to the movie theater – if you got there before the previews, you’d notice there were ads rotating on the screen. Rather than spiking the prices of everything from popcorn to Raisinettes in an attempt to handle inflation, guess what helps to keep costs under control? Answer for the third time: Advertisers.

Ads really do more than draw us in and do their best to influence our decisions – they play a huge role in feeding so many things we all enjoy.

What do you think?  Is being subjected to advertisements everywhere we look a small price to pay? What are some companies you feel get it right, offering a little fun and entertainment with their ads?

The post More Than Meets the Eye – How We Benefit From Advertising appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

With social media and electronic communication getting stronger each day, some feel the age of print is coming to an end. I am not one of these people – repeat, NOT one of these people. Don’t get me wrong, electronic is great. It’s something I use, enjoy and try to learn more about everyday. But I strongly feel there is still a place for print, whether it’s reading material such as magazines, books or newspapers or marketing materials like print ads and direct mail pieces.

I admit, hearing the skeptics talk about the death of print scared me at first. And the evidence to support the theory is certainly there. Newspapers and magazines are shutting their doors, and new reading tablets like Kindle and iPad seem to be popping up monthly. But I’m still confident we won’t be seeing an electronic only world anytime soon.

Now, let me qualify up front, I am trained in print design. Does this make me biased? I don’t think so. Even outside of this, I enjoy the idea of a printed item, actually having a tangible piece to hold and look at. I prefer reading from a book rather than my computer screen. And I know my one-year old son loves to see full pages of colorful pictures in a book as he follows along with a story, rather than hear me simply read from an electronic tablet. Now, this  is just my personal opinion. But I do have more factual reasons for why print is far from dead. In fact, I think we’re about to see a resurgence of print.

So what am I using as my reasoning? The simple fact that things seem to come full circle. A few years ago, we saw bellbottoms and tunics from the 70s come back into style. Right now, the 80s are reappearing, as kids are wearing neon colors, leggings and Ray-Bans again. TV is trying to bring back some old shows, like the short-lived Knight Rider, and more recently, Beverly Hills 90210, Melrose Place and Hawaii Five-O. We see movies that were popular decades ago being re-made as film studios attempt to cash in on the idea a second time. They are all trying something previously successful on a new audience. And for the most part, it’s working.

In marketing we’re always looking to find a new creative way to reach people. Currently, electronic is changing the way we do things and an entire generation is growing up “electronic”. But soon enough, I think print will again reign supreme as the “new” way to reach people.

If you still don’t agree with my theory, I have one final piece of solid proof that print isn’t dead. The next time you’re in a waiting room or the lobby of any business office, take a moment to glance around. I bet money you’ll see comfortable chairs and a coffee table – complete with a large stack of magazines.

What are your thoughts? Do you think we are facing the end of an era? Or like me, do you think print will rise from the ashes?

The post Print’s Not Dead appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

I’ve always been a firm believer that life is about relationships. When I choose a bank, a hairstylist, an insurance rep or almost anything, the major influencing factor is relationship and whether or not there is a good connection.  This relationship-driven tendency transcends all businesses and regions and should be a key consideration for every company. The following are some quick tips to consider:

1. Be genuine – From a customer perspective, it’s easy to tell when someone is really genuine and when they’re simply putting on a show. You can tell in the way they smile, in their body language, and in the way they maintain eye contact. You can’t force being genuine – and people will recognize if you’re trying to do so.
2. That being said, match your people to the right positions based on their talents. If someone doesn’t enjoy working with people, don’t put them in a role that requires that – even if they have years of experience. I have always felt that the right attitude and personality equates to more than experience. To this point, I’ve not yet been disappointed.
3. Understand and get to know your customers.  In this day and age, the trend is to desire personal marketing rather than mass marketing. Learn how to do this.
4. Never let them see you sweat – No it’s not a commercial for deodorant, but rather an appeal for calm. Everyday, you will be faced with challenges. But no matter what, the customer should see the same smile, hear the same calm voice and sense the same disposition. Insulate your customer from any panic, frustration, or stress and just handle the problem.
5. Share credit and take blame. When things go well and there is a “win”, give your customer the opportunity to share in that success. When something goes wrong and you or your team have made a mistake, your best bet is to bring it up, offer a solution, apologize and move on. And, most importantly, learn from it.

From grocery stores to marketing firms to equipment, the same rules apply. So what do you do to build relationships with your customers? How has that paid off for your company?

Here is a link to another article with tips on building customer relationships. You’ll be surprised how far something as basic as that last tip goes in building loyalty.

The post Customer Experience appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

For years we’ve heard about the power of word of mouth advertising. Countless articles and books have been written on the power of customer referrals. And these days, the impact of what one customer, vendor or business associate says about your brand has never been so significant. I can personally attest to this fact. I started my agency in the worst of economic times. Some folks called me down right crazy – to my face. Who knows what they said when I wasn’t around. However, because I was blessed with industry contacts, past clients, editors and media personnel that offered me positive referrals and testimonials, my business has thrived. I’m blessed. I’m thankful. And I’m bound and determined to live up to those testimonials.

On the flip side, word of mouth can be detrimental to a company. Recently, I’ve had the opportunity to speak to several contractors and I’ve asked them about the buying process and how they decide on a product. Overwhelmingly, the answer is always the same. “I talked to some contractor friends and asked around at my dealer’s repair shops to see what units they always have in to fix. Those are the units I avoid.” Imagine if your company is the one people are talking about here – word of mouth can be just as powerful in hurting a business.

So are you taking the time to find out what customers are saying about your brand, your products and your people? Do you have the proper alerts in place to see what’s being said about you in the electronic realm? Granted, you can’t control what people are saying. But you can control your response. Just ask United Airlines how crucial it is to respond to customers. Better yet, check out the video below and see how an unhappy customer decided to speak up and be heard. No, your customers may not be likely to create this type of video, but they are out there commenting and complaining if they have issues. And most of the time, all they want is for you to listen and take care of the problem. Are you doing that?

Finally, take a good hard look at your organization and ask yourself: Are the people representing our brand – top to bottom – behaving in a way that will inspire word of mouth referrals? If not, take the necessary steps to make it happen.

How does your company promote word of mouth referrals? How do you monitor what is being said about your brand – both negatively and positively – and proactively respond to it?

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I tend to think of myself as the consummate Tigger. Happy. Excited. Spontaneous. A really glass-¾-full kind of person. With that comes the rose-colored glasses effect at times. I can be a bit too quick to respond and respond with a bit too much enthusiasm or emotion. I look for the same enthusiasm and emotion from those I deal with, so when a client says a project looks good, I’m disappointed because I’m always looking for the GREATTTTT! A Tigger’s enthusiasm can often be incredibly annoying to those around him/her – especially the Eyeores and the rabbits! Conversely, my husband is the ultimate Eyeore. I tease him all the time and now he does a great Eyeore voice to play the role. He recognizes his negativity just as I recognize my overzealousness. The Eyeore personality is always cautious, always a bit negative and over analytical to the point of being infuriating. They tend to point out the difficulties in every plan and often feel like they’re raining on a Tigger’s parade. Truth be known though, you need a healthy balance of both in any organization or partnership. Don’t fill your company with people that think and respond like you or you won’t be pushed to grow. Rather, fill your organization with a variety of different personalities and perspectives. Let the Eyeores challenge the Tiggers to see the obstacles in their plans and then work together to find ways to overcome them. What character from Winnie the Pooh are you? Why do you identify with that character? How does your skill set complement another personality type in your organization to help the organization develop?

The post A Tigger or an Eyeore – What’s Your Personality? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Before you begin planning a press conference, first be sure the information you have to share warrants one (meaning, don’t hold a conference to talk about a minor new detail on product that has been on the market for three years). If it’s decided the new information doesn’t warrant a full-blown conference, simply include it in the press kit and extend the invitation for editors to come by your booth for additional details. But in the event a press conference is necessary, keeping in mind a few key points will help ensure the event goes smoothly.

• Reserve your time well in advance – months if possible
• Send invitations in advance
• Consider offering a meal or snack
• Keep the presentation short
• Focus on just one or two products
• Cover a few important points and let the press release tell the rest

The bottom line is simply to make the press conference interesting, relevant and worthwhile for the editors who attend. It’s crucial to show how much you value their time by giving them a well-planned and executed conference After all, they have a lot to cover at shows. And the difference between a well-thought out press conference and one that appears to be thrown together at the last minute is often just the small details.

Do you have any tips for planning and carrying out a successful press conference? Editors, do you have any comments about what you like to see from companies holding a press conference?

The post Show What You’ve Got – Organizing a Press Conference appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

This week, I was at the APWA and SWANA shows in Boston and had the good fortune of taking my family along to experience the history of this great city. After the show, we went sightseeing and ended up in Quincy market right around lunchtime. Naturally, we began looking for a place to eat. We walked by the famous Cheers Café and all the local seafood places and ended up at Dick’s Last Resort. I know, it’s a chain, but it was hot – and this appeared to be the only café with air conditioning.

Often times, we talk with clients about show promotions and making sure the theme of the promotion is carried out and believable, not only in print ads and direct mail, but also in the booth experience. After all, one of the key goals of any tradeshow exhibit is to be memorable. Dick’s Last Resort was the ultimate theme experience – and definitely one that won’t be forgotten! We were greeted by an unfriendly hostess and seated at a table where a waiter tied bibs around each of us. (My kids found mom and dad wearing bibs to be quite amusing.) Our waiter then came over to the table and literally threw our utensils, napkins and placemats in a heap on the table. He then said, “We’re a theme restaurant. We’re loud. We’re rowdy and we like to have fun. If you don’t like that, this is not the place for you. Try the Cheers bar.” He got laughs from the surrounding tables and us. When taking our drink orders, he went to the kids first. My oldest was having trouble deciding so I said I wanted a Diet Coke. He yelled at me. “I didn’t ask you. It’s not your turn so be quiet!” Again, laughs from our table. As the kids waited for their food, they had tears in their eyes, laughing at the hats placed on other guests – things like, “I eat the little chocolate bars in litter boxes.” And, “Will fart for a dollar.” Later they got their own hats. As we finished dinner, Anna asked me to take a photo of our waiter. I should note here that none of the various wait staff ever cracked a smile – not even when the rest of the place was rolling with laughter. They stayed in character perfectly! You’d think they were trained by the guards at Buckingham Palace. Anyway, as I took the photo of our waiter taking an order at the next table, he stopped taking their order and screamed “No taking photos!” I egged him on by saying it was going on Facebook, to which he exclaimed, “I hate Facebook! It was good before when it was just college kids. Now they let old moms on it and snotty kids like these.” I tried to reply but he cut me off saying, “Who asked you? I don’t care what you think.” From the moment we entered up until the last second when we walked out of the restaurant, the staff carried out the theme masterfully – and as such, it will be a very memorable experience for our family.

Are there lessons you can learn from this theme restaurant and apply them to tradeshow promotions? What do you do at your tradeshow exhibit to make it memorable?

The post The Ultimate Theme Experience appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

1. There are no bad ideas in brainstorming. I repeat, there are no bad ideas in brainstorming

This is the number one rule and needs to be kept in mind at all times – and it needs to be repeated before every session. How many times have you thought of an idea, but risked sharing it because you thought it wouldn’t work or it wasn’t a complete idea or you were worried it would sound silly? I was guilty of this as anyone. I’d jot down ideas and think, “no way would this ever be taken seriously.” But there have been times that my “not so serious” idea has spurred other ideas. So encourage people to throw it all out there.

2. Prepare ahead of time

Let everyone know of the expectations and basic idea of what the brainstorm session will be covering. This gives everyone a chance to think about ideas ahead of time, and will hopefully make the session more productive. It’s also a good idea to have the client fill out creative brief/blueprint out ahead of time so you can focus on the right aspects.

3. Have a leader

A brainstorm should have one designated leader who keeps the rest of the group on track. It can also be helpful if this person breaks the ice by throwing out the first idea. This can put others at ease and make it easier for them to share the ideas they may feel are “bad”.

4. Everyone is welcome – and expected – to share ideas

There’s a reason we brainstorm in groups. One person can sit by himself and try to come up with a million ideas, but eventually will become stuck in a rut or have the creative juices run dry. Whoever is leading the brainstorm needs to encourage everyone to provide input. In fact, if it appears one person is quietly observing but not offering an idea, call them out (but in a positive way) and ask for their thoughts. Chances are they’ve got something cooking inside their head, but are perhaps too shy to share it.

5. Talk through ideas

Don’t simply put an idea on the board and leave it there. If you feel it’s good, discuss it. Try to image how it could be used in different mediums and with variations of headline. Perhaps the idea isn’t quite there but could be “it” with a little bit of time and discussion. And don’t be afraid to step away for awhile and come back to it. Even a change of venue can a big help push that good idea to a great idea, or break creativity blocks and bring out new ideas.

Do you have any tips you would like to share? Maybe you have a special way you get the creativity flowing – like trying to tie lyrics to a song into the headline. We’d love to hear about t.

The post A Storm is Brewing – Basics of Brainstorming appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

For this reason, it’s more important than ever to be sure you’re representing yourself online in a professional manner – that is, if you want to be seen as a serious professional. Mitch discussed the importance of a personal brand a few weeks back, and I thought it was worth bringing up again, if for no other reason than to further stress it for job seekers. If you’re in the running for an executive position, the last thing you want is a distasteful photo of yourself on a social media site coming back to haunt you. Goodbye corner office with a view.

While there’s no real “season” for job-hunting, I felt this was an appropriate time to discuss. Many students who graduate in the spring continue to work part-time over the summer and hold off on job hunting until the fall. And with the whole “back-to-school” mentality we all associate with the fall, sometimes the season can be a chance for a fresh start. Well, the time is now. Summer is on its way out and fall will be here before we know it. So those who are looking at the upcoming season as a time for a new career search, time to update the resume – and your social media presence. Be sure that whatever you’re representing online is how you’d represent yourself in person. For additional tips on finding a job through social media, check out this article on About.com.

Have you had luck finding a job through a social media outlet? Conversely, have you ever lost out on a job due to something you posted online? What are your thoughts on employers searching social media for information on potential job candidates?

The post The Search Is On – Job Hunting Through Social Media appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Not so fast. All these new forms of communication affect our personal relationships – and not necessarily for the better. Though all valid forms of communication, electronic technology in no way compares to more personal means of communication. A personal, handwritten thank you note means more than any e-mail or text message. Doubt me? Try it yourself sometime. Better yet, have the opportunity to be on the receiving end of that note. I worked with a client and good friend who was a master of this technique. After each success, event or meeting, I received a beautifully written note that wasn’t just the normal formalities, but well thought out and personal. Receiving those notes meant I spent the rest of the day walking on air. And, I’d post each and every note on my bulletin board. You don’t do that with e-mail or text messages.

But handwritten notes aren’t the only thing falling by the wayside. So too is the personal phone call. I am just as guilty of this as anyone. I can simply type my questions in an e-mail and send it off. It likely takes less time, is less intrusive and gives me a nice paper trail to track. Unfortunately, it eliminates the most important element – human interaction. (Sorry but you cannot count having a conversation via e-mail as human interaction! The only thing you and the other person interact with is a keyboard!) Haven’t you all picked up the phone to hear a familiar voice on the other end – be it a client, a friend, a media person or colleague – and felt the smile spread across your face? Phone calls allow you to sense tone and mood, which can be invaluable in dealing with problems or proactively building better relationships. In addition, a live conversation gives you the opportunity to discuss other topics and follow up on questions in a more thorough manner. Best of all, phone calls give you the time for the personal elements present in any relationship, finding out about your associates family, vacation or upcoming travel plans. Those are all things you miss out on with the more technologically advanced forms of communication.

My advice? You should be talking to customers and key industry associates on a regular basis. For each business, that time interval may be different. But if you’ve gone a month or better with nothing but e-mail contact, you are definitely due to pick up the phone and connect in person. Who knows what you may discover?

How has the technology we have today changed the way you communicate with customers and business associates? Do you have communication guidelines in place to ensure you are keeping in close personal contact with your customers? As agency customers, how do you prefer to be communicated with?

The post Snail Mail and the Telephone – Create A Truly Personal Connection appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Both the story and the concept behind it are brilliant. Why? Several reasons. First, the six words achieve the objective by telling a story. But it also gets the reader to think a little bit; it compels the reader to imagine what else could be going on with this woman and what else is happening in the story. Why was she painting? Does the red symbolize her anger? Or perhaps she’s happy, maybe expecting a baby girl. Endless possibilities. Engaging the reader is so important and this story does that. And best of all, it’s short and right to the point. Perfect for the lacking attention spans that are all too common these days. So this got me thinking, how can marketing professionals take this concept and apply it to what we do?

As one example, think about ad headlines and copy. It’s common to want to say everything about your product or service. We want to get in all the benefits and features; after all, we can’t leave out anything important. But get too wordy and you’ll lose your audience quickly. Attention spans are slim to non-existent these days, and get especially short when the person is being interrupted by some form of advertisement. Just give people a taste of what the product is all about, find that simple, unique positioning strategy (for more on this concept, see Denise’s blog post from June 22). Then leave them thinking about it and wanting to know more. At that point, they’ll seek out the company – which is really the ultimate goal of the advertiser.

Not only that, but saying too much may backfire and make you sound just like the competition. Here’s a simple example: How many prospective job-seekers craft their resumes to position themselves as having every possible skill and talent? You see the same phrases: “I’m a hard worker and always put in 100%.” Or, “I’m a team-player and work well with others.” If it were the first time those words ever appeared on a resume, it may stand out. Unfortunately, it’s common on almost every personal branding piece. I don’t mean to discourage job-seekers from including these qualities in a resume or insult anyone who has – in fact, I can bet I’ve included similar phrases in a resume at one time or another. I just feel each “seller” would be better served to key in on two or three top skills that differentiate him/her from the competitors. Now, again, think about this and how it relates back to advertising messages.

So really, saying less may end up saying more. Give it a try within your own organization. Maybe you don’t ask everyone to write a six-word story, but you somehow apply it to your company, your clients or your staff, individually. Around here, I’ve posed the challenge to a couple colleagues by asking them to sum up our agency in – you guessed it – six words. I have a hunch our art director will have an easier time with this than the writers around here…

How could your company benefit from the challenge of the six-word story? Think about it for a bit and come up with your own six-word story, or describe yourself or your company using just six words. Share the result with us!

The post Say More By Saying Less – The Six Word Challenge appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

I’m a firm believer that balance is a key ingredient, not only to a happy life, but also a successful life. While I say I’m a firm believer, I struggle to live what I preach. Much like Pavlov’s dog, I’ve been conditioned to believe that the harder I work, the more obsessed I am and the more I sacrifice personally, the more successful I will be. Try getting someone like me to say no. It’s an impossible feat – and a dangerous trait when someone realizes my inability. Don’t get me wrong; I’m not advocating slacking. In fact, each day I drill into my children that they need to work hard and do their best at everything. I think it’s good to have high expectations. At the same time, I’m beginning to realize that with high expectations come difficult decisions. One cannot be a jack-of-all-trades as well as a master of all trades. Therefore, it’s necessary to know your strengths and core competencies and focus on being the very best in that area. You need to prioritize and decide what needs to be top notch and what can settle for less than perfect. And you need to find a way to say “no” — sometimes.

Most of all though, I believe you need to find time for yourself – to maintain balance in body, mind and spirit. If you’re like me, you put time to do what you want or need to do at the bottom of the list. That might include time to exercise, take a vacation, a long overdue massage, or just a night to relax on the couch. But all those are important to business success as well. Yes. I said business success. Because, though I haven’t learned to practice what I preach yet, I do believe that taking the time for yourself, to exercise, unwind and de-stress, means you’ll be that much more productive at work and the product you put out will be top notch.

As managers, we need to stop measuring the value of employees by the hours they put in at work, and rather by the quality of the work they complete and the contribution they make to the culture of our offices. In addition, you and your employees should love what you do and be having fun every day. If you’re not, make changes or find something else to do. Life is too short and you spend too much time at work to be unhappy. No one said work needed to be a prison of seriousness and stone faces. Make it fun. The lighthearted practical joke. The company events. The time to chat and build relationships with your employees. This all contributes to happiness and positive mental health and will ensure you a loyal employee.

Okay. I admit, I often lose balance myself. As a matter of fact, writing this blog has inspired me to give one of my good friends a call. His consulting business includes balance as one of its core values. Perhaps he can share a bit of advice for me. Can you? What tips do you have for maintaining balance in a fast-paced society?

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My tip: Clean up and organize your mailing list. Sounds simple and obvious right? Judging by how commonly this little tip is overlooked and how much money it could save, I feel it’s worth repeating. Clean house by updating new or changed addresses and delete the old addresses. I can’t tell you how many times the same mailing comes to me and the previous homeowner. Also, double check to be sure the same piece isn’t going to two people within the same company (unless there’s good reason to do so). I’ve seen duplicate mail pieces and magazines arrive here at our office, one each addressed to Denise and Lindsay – unnecessary in our case, as these materials are shared by all employees. While a smaller piece only wastes minor printing costs and postage,imagine how this adds up with larger pieces in a list of say, 50,000. Surely there are bound to be several incorrect or duplicated contacts in a list of this size – and all end up as money down the drain. The Post Office has taken steps to alleviate this. Automation or presort discounts may be applied to certain types of mailings, provided the mailing list has been validated for correct addresses and occupants within 95 days of each mailing

Furthermore, organize your list according to buying cycles and further break it down into geographic regions. It’s no doubt you have been researching and learning your target market’s buying cycle, so don’t let that knowledge go to waste. The geographic break down could weed out some non-applicable contacts – after all, no need to try and sell ice to an Eskimo.

With a little more up-front time and planning, we can all handle this proposed rate increase without too much impact. And if it doesn’t go through, I’ve just shared another way to save some money – always a good thing.

Do you have any tips for further stretching your mailing dollar? How do you feel about direct mail as part of an integrated marketing campaign?

The post Penny Pinching – Maximize Your Mailing List appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

The disastrous BP oil spill in the Gulf of Mexico has been going on for more than two months – and it looks like it won’t end for at least another six weeks. Despite being a huge blow to the Gulf States economy, the catastrophe has been detrimental to BP. After all, the company has worked hard to position itself as an “environmental” oil company, right down to the cute little flower logo. Nothing like an oil spill to shoot a big hole through that image. But even worse is how the company is handling the situation. It’s my opinion that BP is in serious PR trouble and would benefit from a few crisis management lessons.

First, know your audience. Especially in the case of an international company, appoint a spokesperson that understands the language and the cultural dimension of that audience. This person doesn’t necessarily need to be an executive or the president, but he/she does need to be credible, well-spoken and a good reflection of the company image. This will allow the company to gain and keep the audience’s trust.

Second, honesty is the best policy. People are more appreciative of an honest answer, even if it’s not what they want to hear. Don’t paint a rosy picture or promise things you can’t deliver. If you don’t know how to address the issue at hand, say so. But assure your audience you are taking all the steps necessary to resolve it. Again, if they feel they’re getting an honest answer from a reputable spokesperson, they’ll trust you.

Beyond helping a company climb out of a negative situation, good PR can also prevent damaging attacks from competitors, simply by giving them less ammunition. Companies are always looking for opportunities to point out a competitor’s flaws – so don’t give them any more to talk about. Because, let’s face it, when a company is struggling, it’s a perfect opportunity for competitors to sneak right in and start grabbing market share.

Which brings me to the ethical question of the day: Should BP’s competitors attempt to capitalize on this disaster and use it as a ploy to advertise themselves and boost their own images? There has to be some hesitation to take an environmental disaster and use it for the benefit of your company…but then again, it’s just business, right?

The post Sticky Situation – Crisis Management & PR appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

What was the revelation? Well, the contractor just briefly related how his company did a story with the local newspaper about its anti-icing system. He talked about how the company is protecting the environment because it uses less salt and chemicals, which translates into less of those substances ending up in the water system. And the result? The phone would not stop ringing. The stories multiplied, and the company picked up more business. But how many companies take time to tell their story? Whether it’s lack of knowing how to go about it or skepticism on its effectiveness, too many contractors, manufacturers – companies of all kinds – neglect to tell their success stories and capitalize on opportunities. Don’t fall into that trap.

Every day, companies have success stories – an interesting project, an innovative development or a new product. Take advantage of those opportunities. It’s not magic. It’s not brain surgery. It’s a discipline – a focus on telling your story. It means that in the hustle and bustle of sales and production schedules, you need to stay ever conscious of your daily successes and stay focused on making sure those stories get told. But what if you’re just not the greatest writer, or maybe you really don’t have the time to put together a story? There are plenty companies out there that specialize in doing just this type of work – so take advantage! Hook up with a firm that can help you tell your story. We love helping out companies with these types of projects and really enjoy seeing them benefit from the results.

Sounds good – but what if you’re still not sure because you’re stumped on what to say? There are so many things to talk about. Highlight successful applications. Announce new products. Tell others what your company is doing in terms of environmental or efficiency issues as it relates to your product and its applications. You would be surprised at how many opportunities and outlets there are for your story and a good agency will help you come up with several ideas.

Don’t be the best kept secret in the industry. Though mystery carries with it an element of allure, that’s not so true when it comes to selling your brand.  Eliminate the mystery and shout your success from the mountaintops.

Take a few minutes now and think. What stories would your company like to tell? How could you benefit from sharing this information with prospective and current customers or clients?

The post Have a Great Story? Tell It! appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Enter social media, the great little tool we use to reconnect and stay connected with each other. We share everything, from what we like to do in our spare time to what our belief system is – not necessarily a bad thing. Like the clothes we wear, these elements are part of our personal brand and need to be taken care of in a way similar to how we tend to a client’s brand.

There are an increasing number of instances where someone was fired for what they put on their social media pages. In one instance a Catholic schoolteacher was let go after answering a Facebook poll with the response “I don’t believe in God.” Another businessman faced embarrassment when his son – also a friend on Facebook – posted inappropriate language on his wall which then appeared for all the businessman’s friends, including business associates, to see. Still another employee forgot she friended her boss only to later rant on Facebook about how awful her job was and what a (fill in your expletive) her boss was. Needless to say, she isn’t stuck in that miserable job anymore. But the “offenses” can be less severe while still tarnishing brand image. For instance, one businessman became friends with customers. One evening, he decided to go out after work and posted to Facebook that he was headed to Hooters. Now even if he was there just for the wings, personal brand is affected. Some will say the simple solution is to not “friend” anyone at work. Fair enough. But how many of your Facebook friends are actually a real, close friend and not just your old summer camp buddy from 20 years ago? How many of you know who your friends are friends with, or how that circle may lead back to you? Even if you have a fairly secure page, something as simple as your profile photo can hurt your brand image. They say a picture is worth a thousand words right? Well imagine what a photo of you doing a keg stand says.

Another factor we have is the ‘like’ button going web-wide. The simple act of “liking” something will follow us throughout our travels on the web, staying quiet and forgotten until the worst possible time. And as long as Facebook keeps changing security settings to adapt to this, it is difficult to stay on top of what is being shared. Just remember, what you put on social media sites is basically the same as painting it on the outside of a building. The difference is, if you make a mistake – or error in judgment – you can’t cover it up with a fresh coat or some touch-up paint. When it’s on the web, it is essentially there, in some form, forever.

I am certainly not advocating against social media or “liking” sites, or even suggesting we should second-guess every online activity. “Like”, post and tweet things at will. It’s a part of modern society and you must engage or risk letting technology pass you by. My advice is simple. Just be aware of how your social media activities brand you. Start by taking a look at your Facebook page and evaluate if anything on the site would be detrimental to your professional brand image if your boss or business associates saw it. Perhaps the page simply needs a few quick tweaks to bring your brand into alignment. One last bit of advice: When you’re putting something out there with social media, whether it be a photo, comment or post, always ask yourself, “What would my mom, boss and/or future self think of this?” If you can honestly answer this question with, “They would approve,” then go for it.

Now to go change my profile picture…

The post Brand Identity – What Your Social Media Presence Says About You appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

For those not familiar with the story, allow me to explain in a “CliffsNotes” sort of way. Man (Willy Wonka) runs successful factory and produces a popular product (candy). The competition (rival candy company) sends in spy (Mr. Slugworth) who infiltrates, steals the secret, and hands it over to the rival company. The secret is leaked and eventually multiple companies are selling their own versions of the popular product (famous, delicious Wonka candy). Man (Mr. Wonka) realizes he no longer has a unique product and is forced out of business. He closes the famous factory.

Now think of this as it applies to the equipment industry because it’s a very real scenario. As touched on in an earlier blog entry, patents do exist to protect companies from this type of theft. But there will always be someone out there who will still try to steal a good, proven design.

Back to the story. Eventually, the factory begins production again, but no one is ever seen going in or out. This creates intrigue among the local townspeople who gossip, speculate and pass on the story. No one really knows the truth but everyone knows of the delicious candy and the mysterious Mr. Wonka; as a result, the brand alive through the story.

Lesson One: Positive word-of-mouth can be the most powerful advertisement. This is true in any industry, whether it be candy or equipment.

Back to the story. Mr. Wonka realizes the demand for his candy is still there, but now he’s up against competitors and trying to find a way to set himself apart. He discovers he has something that can’t be stolen or copied: People are intrigued by him and the story behind his famous factory. He uses this to create excitement and come up with an offer no one can refuse – the Golden Ticket campaign. Those who find one of five tickets are invited to come to the famous Wonka factory, take a tour, sample all the latest and greatest creations and leave with a lifetime supply of chocolate. People jump at the chance to find a golden ticket, and purchase obscene amounts of chocolate bars. Stores can’t keep up with the demand and the bars become among the most sought-after commodities in the world.

Lesson Two: Create a buzz with a clever marketing strategy and watch the product fly off shelves. Even if you don’t have an eccentric businessman or captivating mystery behind your company, a unique positioning strategy is there somewhere – so find it and use it to your advantage.

The primary lesson we can all learn from Willy Wonka: It’s possible to be in a down-and-out situation, make a comeback and reinvigorate a brand. And never underestimate the power of a great marketing campaign. I write this now, as many companies have been struggling these past several months, maybe even years, in our economic situation. But the right marketing campaign will make people want, need and buy your product – even in a less-than strong economy.

How could the lessons of Willy Wonka be applied to your company? Have you seen great results due to a wildly successful marketing campaign? What was your inspiration or Golden Ticket idea?

The post The Golden Ticket Idea – Finding Yours appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

A quick check of websites or review of ads will tell you that everyone is pretty much communicating the same message. We have durable and dependable products that outperform the competition. But when everyone says the same thing, it’s no longer unique and provides no help for the customer in choosing the product that is the best fit for his or her needs. At that point, the sole differentiating factor becomes price, and selling on price is neither profitable nor sustainable. Someone will always be there to undercut the price and steal the deal. So to avoid the eroding effects of price selling, it takes some creativity and planning.

To develop your unique brand promise/selling proposition is not an easy feat. It will require time, analysis and input from every level within your company. It’s a complex process that requires analysis of your company and its core values, as well as competitors and the market subsets you target. Most companies use their communication tools to sell a product, and its attributes and benefits. Seems like a logical approach, right? However, it often doesn’t provide a way to differentiate yourself from competitors and it often lacks the emotional motivation to persuade a customer to purchase your brand.  To be effective, search deeper. Think about that one area where your company really shines – the one thing you can offer customers that no other company can match. Then, test your message by checking out competitors and other companies in your industry. Could your sales message fit those companies as well? Does it sound the same as the marketing message on competitor sites? If so, you need to dig deeper. Push your sales and management team to look deeper than the product. Have your employees brainstorm individual ideas and discuss as a group. Go beyond the typical jargon and product descriptors like durable and reliable and find something about the experience with your company and brand that will set you apart.

What challenges have you run into in identifying your company’s brand promise? What other companies do you think do a great job of communicating a unique selling proposition?

The post Outshine & Outsell – Creating a Unique Marketing Strategy appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Companies want editors and other attendees to be aware of and learn about their newest products. After all, that’s why so much time is put into tradeshow preparation. More than just raising the initial awareness, it’s crucial for editors and attendees to be able to take product information home with them to be sure it’s not forgotten after the show. A great way to do this is with a press kit.

Once a simple packet of information, the press kit has really evolved in recent years. AEM and PICA recently conducted a survey of industry editors and the results were fairly strong towards one type of kit. But before I get into the results, let’s take a look at the drastic changes press kits have seen in the past few years.

At my first tradeshow, plenty of companies had, what I would call, “traditional” kits. These included printed releases and perhaps a disc with a few images, housed in a simple 8 ½ x 11-size folder. Though each kit made an effort to look professional and unique, all were essentially the same.

Recently, the trend shifted to mostly electronic press kits. All contents began showing up as files on a CD and packaging was reduced to a simple, yet nicely designed CD holder. Some got a bit more detailed and also included a small information booklet. These contained all the same vital information as the larger, bulkier kits, but in a smaller, more convenient package.

But ever evolving technology and our need to carry less “stuff” with us led to another change. The latest press kit takes compact size another step further. Just as companies do it with cell phones, MP3 players and computers, we’ve found a way to make press kits smaller. Enter the jump drive. Press kits housed entirely on jump drives seems to be the way the trend is going and I would bet we’ll be seeing a lot more of these at future tradeshows.

However your company chooses to design and package press kits, let’s not forget that it’s what’s inside that counts (yes, mom’s advice can be applied to the business world). Don’t get too caught up in fancy designs and packaging, only to write poor releases and provide recipients with mediocre information. After all, they’re taking the time to look at your company or client’s information; the least you could do is give them something interesting and intelligible to read. By the way, the AEM and PICA survey showed an overwhelmingly large percent of editors prefer the jump drive format. Click here to download a PDF of the complete survey and results.

Have you begun thinking about press kit designs for upcoming tradeshows? Do you agree with newer, electronic options, or do you still feel the traditional design is best? And if you’re on the receiving end of the kit, what style do you prefer?

The post Less is More – Press Kit Designs appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

The fact is, a company’s Facebook and Twitter pages are visible to everyone, whether or not they have an account. They cannot comment or “Like” your page without an account but they can still read your posts and look at photos.  So just because no one is saying anything doesn’t mean no one is looking. One way you can put yourself at ease with your company Facebook page is to make sure you set up yourself as a page admin using your primary email account. You will receive weekly reports on the number of visitors to your page, “Likes”, comments, etc. This isn’t necessarily an exact number, but it gives you a general idea of your page’s appeal.

Unless you require a subscription (which we don’t recommend) a blog is also visible to the general public and can be viewed and read by anyone without you identifying or approving him or her. Again, research proves that even if you’re not receiving comments, people are still reading your entries. In fact, statistics show that only 1 out of every 100 people will comment on a blog post. Consider yourself. How often are you inclined to post a comment on a blog or Facebook page? Granted, a lack of comments can be frustrating — especially when you honestly seek feedback and two-way communication. But, remember the main purpose is generally to introduce ideas or concepts and, comments or not, you are still achieving that objective. To give yourself a little positive reinforcement, consider using Google Analytics to track visits. This will provide further evidence of the blogs appeal.

However, if you are concerned that a lack of direction is preventing the comments, reassess your objectives and develop a stronger focus. Remember the main key to success with any social media presence is simply to keep up a fairly consistent post schedule with relevant information your target audience can find useful. If readers know you will be posting quality information on a consistent basis, checking your page will become part of their daily/weekly routine — and if they really find your information to be interesting and useful, they might even tell their friends. Finally, with any social media outlet, don’t be afraid to have a little fun! This can be a chance to break away from “traditional” or “corporate” messages and show your team’s personalities.

Keep in mind, anything having to do with social media can and will be ever-changing. (Facebook is always messing with something.) But virtually all top 10, 20 or 30 “Ways to Get Comments on Your Blog“ articles will offer the same tip: Ask some questions. Basically, just give readers a reason to want to comment. And on that note…

If your company has dabbled in social media, what has been the outcome? Are you getting the comments/fans you were hoping for?  Are you having difficulty selling or justifying it to upper management? Did you set up a strategy first or are you using it merely as a way to get your name out there in one more place?

The post Likes, Comments & Followers – Don’t Get Hung Up On the Numbers appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Recently I read a book by a Randy Pausch, who eventually lost his life to pancreatic cancer. Though loaded with life lessons, it also had lessons that apply well to business – or at least my business philosophy – and I thought I’d share them here.

1. “Fundamentals – You’ve got to get the fundamentals down otherwise the fancy stuff is not going to work.” Isn’t that the truth? If you don’t have your target market identified or if the message isn’t strong, the fanciest headline or design won’t mean anything.
2. “When you are screwing up and nobody says anything to you, that means they’ve given up on you.” My translation: Constructive criticism is always good. It means someone sees value in you and the work you do. It is meant to make great people even better. So embrace it. Seek it out, and don’t ever take offense to it.
3. “Never believe the no win scenario.” The world is quick to tell us that it can’t be done. That something is impossible. I’m a big believer that anything is possible with enough determination and chutzpa! So whether you’re taking a leap of faith like I did to start a new company is a down economy, or tackling a large project you have little or no training to handle, put in 100% effort, keep a positive attitude and don’t ever give up.
4. “Know what you don’t know, admit it and don’t leave or quit asking until you do.” Boy has this come in handy in this industry. Though I’ve been around equipment my entire life, it was farm equipment. I knew very little about asphalt plants, concrete dowel drills, hydraulic breakers and a myriad of other equipment with which I’ve worked. But it’s this principle that saved me. I was never afraid to admit what I didn’t know and continued to ask question after to question – sometimes even challenging the answer – until I understood. No matter what the topic or industry, this tip is critical to success.
5. “Brick walls are there to give us a chance to show how badly we want something.” Personally, I don’t believe any obstacle is insurmountable, but it is true that obstacles will separate the men from the boys so to speak. It’s the person with real passion and tenacity – a true professional embracing their role as a career rather than a “job” – that will find a way over, around, under or through any obstacle. Those are the people I seek in my company and the folks most of us want on our team.
6. “Experience is what you get when you didn’t get what you wanted.” Okay, I admit, this ones confusing at first. Read it again. Basically, this takes us back to learning from our mistakes right. Each project, assignment, community involvement or new position offers an opportunity for experience. Sometimes it turns out exactly how we expected. Other times it’s not at all what we envisioned. That doesn’t mean the project failed. It may be a wonderful success but in a different way than we planned. Either way, it’s been a wonderful opportunity to learn.

Pausch’s book The Last Lecture is filled with other life lessons as well, and I certainly recommend reading it. But I felt these lessons resonate well for any businessperson. That’s enough philosophy from me for one day. Tell me what you think. Do you have any life/business tips that guide or direct your management or work style? Any great business books you’ve read lately? How about one of these tips that you can personally identify with? Share you thoughts. We’d love to hear from you.

The post Business Lessons from “The Last Lecture” appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Next week, my wife and I are leaving on a trip to see friends in Nevada and we’re trying to decide whether to check our luggage or pack light and carry-on. Historically I’ve been one who always opts for the carry-on option. Packing became an art form for me — a real-life version of Tetris. T-shirts were rolled and lined the perimeter of the suitcase. Jackets or sweatshirts were worn on the plane, etc. The only issue with this was I had to get to the gate as soon as my boarding section was called to ensure enough room in the seemingly ever-shrinking overhead bins. I decided to abandon this routine last tradeshow season and check my carry-on size suitcase. Seems crazy I know. Just when all airlines started to bump up their baggage fees, I decide to start checking luggage. The problem was

everyone was trying to carry-on and pushing the limits on size and number of items. I just couldn’t deal with the stress and hassle of it anymore. However, I may be carrying on again after reading this article. The tone is cynical yes, but those of us who travel frequently can almost hear the words being spoken. If you travel often, you no doubt have tallied up as many horror stories as frequent flyer miles.

Do you have any great packing tips to maximize a small suitcase? Denise could use the pointers. You should see the monstrosity of a suitcase she brings to tradeshows! Or maybe you have some other non-baggage tips for airline travel you would be willing to share? Or, as marketers, perhaps you have some suggestions on how the airlines could combat the cynical tone of today’s travelers? Share your thoughts with us.

The post Items May Shift in Flight – Is it Better to Check or Carry-On? appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Though we’re all guilty of skimming over copy or ignoring e-mails altogether, this trend can be especially disconcerting for those of us in marketing. After all, a lot of time goes into developing creative ideas and captivating copy for e-mail blasts. As one more medium gets flooded with messages, what are you doing to increase the chance that your message is read? And yes, I mean the entire message.

This article in B-to-B’s e-newsletter offers three tips to help ensure your entire e-mail is read. (Notice the author includes just three tips – likely her way of making sure we read the entire article.) Do you agree with these suggestions? Have you implemented any of them into an e-mail campaign?

The post Read Me – Tips for E-mail Marketing appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

1. Be Inviting – Again, open spaces making attendees feel comfortable entering the booth.
2. Be Entertaining – We certainly are in a culture that expects to be entertained constantly. At shows like CONEXPO, exhibitors often accomplish this with magic or music shows or activities in their booths. This isn’t to say you have to hire David Blaine or the latest winner from American Idol to perform at your booth, just get creative and think of a simple way to keep attendees interested.
3. Be Educational – Yes, every exhibit is educational, but the ones that best achieve this objective are those that allow someone to interact with the display in a hands-on educational environment.
4. Be Memorable – this is the one I found most intriguing. Of course, as marketers, we’re all striving for memorable, but I had never thought of it in terms of a booth display before. Certainly we consider it in the promotion leading up to the show, activities at the show and post-show messages, but how do you make your physical booth truly memorable? No doubt there are ways to do it, but it’s something each exhibitor will need to think about.

Fall and winter are filled with industry trade shows, and maximizing your show return on investment takes a lot of planning and preparation. There’s no better time than now to start forming your objectives, plans and exhibit ideas. For some quick tips on tradeshow strategies, check out our earlier blog post. How have you met the four criteria for a booth? What has been your most successful tradeshow exhibit? We’d love to hear your experiences.

The post Park or Castle? – Tradeshow Booth Basics appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

This promotion couldn’t have come at a better time. Papa John’s marketing efforts have been somewhat sluggish lately, especially compared to one top competitor. Dominos recently launched a major advertising campaign and, at least for now, its strategy is working. After admitting its pizza was pretty awful, Dominos created a buzz around its new product and people are just curious enough to try its “new and improved” pizza. Sales have increased, but the big question remains: Will this interest last? We’ll just have to wait and see what Dominos does next.

Papa John’s is taking it’s own approach to get customers involved. While the idea of soliciting input from fans isn’t original (Mountain Dew is currently holding a similar contest), I think it’s a great idea for Papa John’s. Especially because the not-so-original idea is being backed by a fairly unique strategy – the promotion is taking place entirely in Facebook. No television ads. No radio spots. Not even a direct mail piece. By taking this route, Papa John’s gets increased traffic to its Facebook page and a flood of new fans that will likely tell their friends, post comments and start discussions. This type of word-of-mouth advertising is a powerful vehicle and it’s the reason why so many companies create a Facebook page. On another note, I can only imagine how little this promotion is costing Papa John’s. With Facebook being more popular than – well, anything right now – its likely the company is reaching every relevant demographic through this single medium.

When the three finalists are selected, the new pizza creations will undoubtedly be heavily promoted. Will Papa John’s expand its efforts beyond Facebook at that point? Who knows? It may not need to – especially judging by the number of entries already submitted just a few weeks into the contest. The idea of three new pizzas may entice just enough curiosity to get people to try each new pie. And again, as with Dominos, only time will tell if interest lingers long enough to have a real lasting impression. Granted, such a promotion may not work for equipment, but there are certainly ways to incorporate some of the basic principles into any marketing campaign. Maybe you give customers the opportunity to name your newest piece of equipment. After all, everyone has a great idea from time to time – give them a chance to have fun and be creative! How could you make this concept of customer involvement work for your company?

Also, what are your thoughts on Papa John’s strategy to promote solely in Facebook – risky or brilliant? What other products would be highly successful in this arena?

The post A Slice of Facebook With Your Pizza – New Marketing Strategy appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

1. Whenever possible, hire a professional photographer with high quality equipment (or, at the very least, a person with some experience and a nice camera). This will pay for itself in more ways than one. Not only will the shots have a more professional look, having someone outside your company involved is likely to offer new insight and ideas on how your equipment could be displayed.
2. Don’t forget model release forms. Any participant who appears in a photo must sign this form, giving you permission to use their image in the future.
3. As one of my photography professors always said, “Get closer.” You can get dynamic, visually interesting shots that are perfect for marketing materials by repeating this to yourself before taking the photo. That’s not to say you shouldn’t also get the shots where the entirety of the subject is within the frame, but some variety will pay off in the end — I mean, it is digital. This leads us into the next topic.
4. Don’t be afraid to take the shot. Digital cameras can hold hundreds of photos, so take as many as possible. This will give great variety and allow choice when it’s time to select the final photos. And who knows, the photo that you otherwise may not have taken could end up being “The shot.”
5. Remember to take each shot both horizontally and vertically. Having said that, not all shots work the best in both formats, so be ready to make adjustments as needed.
6. Maximize your day. The best dramatic lighting is around ½ hour before sunrise and ½ hour after sunset. If you’re shooting outdoors, plan the shoot to start and end around this timeline. And what if it’s not a sunny, perfectly clear day? That’s ok! As long as the sky isn’t completely gray, clouds can add visual interest, as well as diffuse the mid-day light, knocking out hot spots.
7. Scout your locations/applications beforehand and have a plan. You’ll want to maximize each location, especially if you are going to a job site. Bring multiple products that are applicable and utilize multiple backgrounds.
8. Bring props. Items as simple as a few old shovels or a toolbox can make the difference between a believable and a “staged” shot.
9. Keep your product clean. In reality, your product may be built to be constantly dirty, but for the photos, suspend reality a little bit. You’re going to want people to recognize the product brand quickly when these photos are put to use.
10. The final tip is perhaps the most important one of all: Thank your participants. Acknowledge those who helped make the shoot possible with something as simple as a short, yet sincere thank-you note. Many of these people are helping out during the workday on their own time, so make sure they know how much it is appreciated.

A lot of planning, work and time goes into a photoshoot, but the end result is worth it – and you may even have a little fun along the way. Do you have any tricks to a successful photoshoot you have learned over the years? What do find to be the most difficult aspect of putting together a photoshoot?

The post Summer Shootout – 10 Tips for a Successful Photoshoot appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

However, I was very pleased to see that this article actually shed a positive light on this group – a very refreshing change. And let’s be realistic, there are always going to be a few bad apples out there, in any age group. But writing off all Millennials as coddled, unmotivated slackers is a big mistake because these employees can actually bring a lot to your company. They’re open to trying new things, they’ll tackle any problem you throw at them with no complaints and their vibrant personalities and endless energy will go a long way towards boosting company morale. They’re optimistic and look at new avenues and ideas, not with skepticism, but with a fresh perspective and a “yes we can” attitude. In an advertising world where traditional methods are always being challenged by new ideas – yesterday it was the banner ad, today it’s social media – these are the people who will jump right in with both feet, and explore and become specialists in these new vehicles. And you can bet they’ll be ready when the next big marketing idea pops up – which, at the rate we’re seeing, could be tomorrow.

So maybe great Millennials are few and far between and just like anything great, you have to really search to find the best – but they’re out there. The trick is finding the ones who are eager to learn and driven to propel their careers. I really got to thinking about this last week, as many area colleges and universities were preparing for graduation ceremonies. The class of 2010 is now officially on the market and companies looking to hire should give these talented young people a real shot. And a word of advice to graduates: just be ready to work hard and prove yourself. It’ll be worth it.

Have you found success in star millennials or are you apprehensive to hire them? If you’re the former, how have these young people helped your company? The latter, what are your biggest concerns about bringing them into your workplace?

The post New Kids on the Block – Millennials in Today’s Workforce appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

But how can a company or Brand use YouTube for positive marketing? Well take a look at this YouTube video put out by Toyota. Frankly, I’m relieved because I can maybe convince my husband that mini-vans are indeed cool and hip. Or, can I?

Clearly, the Toyota video was anything but low budget. However it was one of the most watched videos on YouTube. Traditionally, YouTube is an excellent platform for the low-budget, grassroots type videos, leaving the door of opportunity open for smaller companies to capitalize on this marketing avenue. In fact, in my opinion, YouTube is best suited for the small company – adventurous and nimble enough to create something really creative to help sell their product. If you can be creative enough to go viral, you have the potential to reach millions of customers – worldwide – on a very meager budget. After all, if the mini-van no longer threatens a guy’s masculinity, anything is possible right? What could you do with a little creativity?

The post Do You Have the YouTube Swagger? – Marketing for Any Budget appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Fairness, respect and trust – Treating customers, vendors and employees fairly. Letting them know you value them, have confidence in them and trust them. Sure, trusting always leaves you open to being burned, but at the end of the day, a client, vendor or employee that feels valued – even if in the process that costs you some money off the bottom line – is more apt to work hard for or with you to ensure your success and the continuance of that relationship.

Delivering more than expected – every time. Who doesn’t’ feel good when they feel they got more than they ever anticipated? A customer who gets an added option for no additional cost. A client who gets more than the budget or estimate detailed. Little things that speak volumes about the customer’s value to your company and that add another layer of brick to the customer relationship. And, in most cases, if you’re sincerely over delivering, you don’t need to point it out to the customer and say – look what I gave you. They notice. Though they may not say a word, loyalty grows.

Owning up to failures and mistakes – It’s my philosophy first and foremost to plan and execute with a keen attention to detail to avoid making mistakes – never settling for fine. But, when mistakes and shortcomings happen, our team operates on the principle that we will address them with clients before they ever have to ask. We’re all human. We all know we make mistakes. Typically, a customer just wants to know that you recognize the issue and are taking steps to correct the situation. If you didn’t deliver on your brand promise — no matter how fixing it affects the bottom line — you’ll be better off in the long run to fix the issue and stay true to your core values. I once had a client that shared a wonderful example along these lines and it has stuck with me more than five years. This was a manufacturing client that sold a piece of equipment to a customer that had nothing but problems with the product. The customer wanted to return the product, but that was outside the corporate policies. The matter went to the senior executive in the parent company. This individual asked a simple question. “Did we sell him crap?” When the answer was “Yes, the product has some issues.” His response was clear-cut. “You take the product back because “Brand X” does not sell crap.” A solid, non-negotiable answer to stand behind the brand promise. How do you stand behind your product or service offering? Are you building brand loyalty?

So you tell me, is my logic flawed? Am I crazy to think that if I treat clients and employees well, give them the benefit of the doubt, go above and beyond expectations, be honest and transparent and quit scrutinizing the bottom line, I will be successful? How about your company? What approach do you take?

The post The Bottom Line of Success appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

How sound is your strategy? Have you made sure that the message you have in your marketing materials is something the customer experiences as a way of life in every interaction with your company? What’s your brand promise?

But, who wouldn’t like to develop an ad campaign designed to motivate by pure emotion and impulse — like the McDonald’s “I’m Lovin’ It” campaign? They’re launching a new series of television ads in the campaign. Take a look and let me know which you like best. Personally, I love one of them, but don’t connect with the other. How about you?

The post The Meat of the Message – Memorable Marketing appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Is this issue a concern for your company? How do you address it? What marketing tools do you refrain from using to prevent the risk of losing your proprietary designs?

The post How Much is Too Much? – Protecting Product Development appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

Let us know how you foresee the iPad technology enhancing your business. Does it have a place in the equipment industry? What is it? Will it be cost prohibitive? Give us your thoughts.

The post A Retail Revolution? – Technology’s Effect on Advertising appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

While I certainly pay attention and try to stay on top of the latest technology, I admit I’m never the first to purchase anything when it’s introduced. The main reason for this is that I’m what I like to call “frugal” (some may say that’s just a fancy word for “cheap”), and I like to see how the newest gizmo works in the real world before I jump onboard. By definition, this makes me part of the late majority – the folks willing to accept new technology, but who aren’t at the front line. But in our society, we need the people on the other end of the spectrum — the early adopters — the people that crave technology and simply can’t wait. The early adopters must have the newest technology right now – and are willing to pay top dollar to be among the first people with the latest gadget. These people create demand. They’re the reason innovation exists.

Sure it’s easy to see innovation and the need for early adopters in the computer world, but it exists in every segment of business. A business that fails to innovate – whether in process or product – will fail to exist. But, sometimes, just like in the computer arena, that innovation requires early adopters to propel market acceptance. This reality became clearly evident during a meeting last week with a new client. The company is lucky enough to have an innovator on staff. Because of his ideas and the company’s ability to bring them to life, they have the opportunity to revolutionize several industries and applications with more than a new product and technology, but a new technique. The challenge the company is faced with is educating the market and reaching the early adopters who will then lead the rest of the market. It’s a challenge we’re up to!

But even more than driving market acceptance, early adopters are also the catalyst for continuing technological advancements. Most companies in tune with their customer base will take the feedback from the early adopters to modify and improve their products. It’s a constant evolution. Think back to the iPad and just how many bugs and simple design flaws will be found even in these first few weeks. Upon hearing these criticisms, you can guarantee the geniuses at Apple will soon unveil the “new and improved” version. So for now, we can all sit on the edge of our seats and wait for what’s next – not just from Apple, but also from innovators in every industry.

When approached with new technology or ideas, are you an early adopter, a laggard, or somewhere in between? Do you have a product or service to market that requires the early adopters? How have you targeted this group?

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My Anti-Creativity Checklist from Youngme Moon on Vimeo.

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And be fair to the finance guys. It’s their job to look after the financial health of the company. Marketing needs to provide justification for expenditures. Give accounting some clear objectives and rationale behind your investments and then demonstrate that you’ve completed those tactics and achieved your objectives. It will make the marriage of the left and right brain much more palatable and ensure your company is running smoothly.

Attached is a video a client sent to me. Seems appropriate for this entry. I guess marketing guys can blur the lines a little too much. Hope you enjoy.

TheFew…TheProud…TheSalesman1

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1. Determine your objectives up front. Everyone wants to measure results, but that is impossible to do unless you determine what your ideal outcomes in advance. For some shows, your objective may be attaining sales on the show floor. For others, it may be press exposure or lead generation. Lay out your goals clearly in the preplanning process.
2. Don’t be the best kept secret at the show. Let attendees know you’ll be there and why. Give them a reason to visit your booth. Do the same for editors. Let them know what new product you will be exhibiting and why it will be worth their time to visit.
3. Make the most of every minute at the show. I tell my associates and my family that at a tradeshow, we work 24/7. Our day begins at 6:30 a.m. with breakfast meetings and we schedule as much as possible into the day right through cocktails at 10:00 p.m. (Family and friends seem to think that tradeshows are a vacation. Trust me. If you’re working them right, you’ll need a vacation when you return home!)
4. Polish it until it shines – your brand image that is. Remember that a show is a personal interaction with your company/brand. Make sure your exhibit and the people  in it represent your brand in the best possible way. Have good quality signage that reflects your marketing message and keep the booth neat and tidy. In most cases, it’s good to have you booth staff refrain from eating and drinking while in the booth as it detracts from the “presentation” of the brand. Also, make sure your booth staff is trained on how to work the booth. There is nothing more frustrating for a customer or an editor than approaching a booth with questions only to be ignored because all of the salespeople are preoccupied talking to each other about last night’s activities.
5. Capture as much information as possible. Most shows offer a card reader. Have your salespeople add their own notes to the captured leads and keep all of that information for future marketing efforts.
6. Don’t let the courtship end at the show. Statistics show that 80% of companies fail to follow up with potential customers after the show. I have to ask. Why even go if you aren’t going to continue to court that customer? Build an ongoing database with customer information. Follow up with those customers within 2-3 weeks of the show and continue to stay in touch with them at the appropriate level based on their interest.

It’s easy after a show to jump right into everyday business challenges again, but don’t miss the wonderful opportunities you’ve invested in uncovering. Before we know it, we’ll be setting objectives for the next big show. Keep my tips in mind and make the most of every dollar invested. If we can be of assistance in the planning, execution or follow-up process, give us a call. We’d love to help. Oh yes. I almost forgot my personal tradeshow tip. Pack plenty of shoes and ibuprofen!

The post The Storm of The Year – Tradeshow Strategies appeared first on B2B Advertising Agency – Fargo, ND | IRONCLAD Marketing.

As we were completing our family Christmas cards this year, I was amazed at the information you could find about a person through Google. Our latest discovery was age. We can find out how old anyone is – clients, friends, co-workers – all with a simple Google search. For those of us protective of our ages, that’s a frightening reality!

But as much as there is information we don’t want people to know, there is also information we do want people to find – like how to reach us. Just today I received a call from a business associate from days gone by. She said she simply Googled my name and found me at my newly formed company. This lead me to Google myself – just to see what would show up. I was amazed! Information on the birth of my last child (who is now five) committees I’ve served on, notes from the church bulletin etc.  All of it is available with one simple search.

At the recent AEM conference, presenters talked a lot about the importance of your online presence. What will people find when they search for you? There are those that claim your future career development will be futile unless you have some online presence. Is that true? I don’t know. I can certainly say the electronic world is changing the way we look for jobs and employees.

Our agency is currently looking to fill a writer position. As such, I’m baffled with where to place the ad. Tradition would say the newspaper. But, are people looking there for jobs anymore? Or has the employment search gone completely electronic?  I decided on a combination approach. I must say that to this point (with the ad running for 2 days) I have received more applicants referencing the online listing than the print listing.

Whether they find me by print or electronic, I can assure you I will use the power of Google and other tools to discover what I can about likely candidates. I’m not looking so much to make sure they exist in the electronic world, but rather to make sure no red flags exist in what I might find. As managers, we use whatever tools are available to make sure we choose the best candidates for a job. Google and other search engines certainly make that search easier.

So how has the electronic world changed your business? Are you using the online sources to scope out employees, vendors and associates? Have you checked your online presence? What does it reveal about you or your company?

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As my five-year-old son attempted to help out, I offered him a penny per hangtag for each that he completed. (In the end, I think he hit 42.) I quickly noted that we would need reinforcements to get this job done, so I bribed some of my daughters friends with the promise of movies, popcorn and free pizza. My office looked like a war zone! But, more disturbing than that was the conversation between my daughter and her friends. Perhaps it was a response to hangtag fatigue, but they began to question marketing. First they asked how the hangtags would be used, and then where they would be displayed. Finally came the question with the big blow – “Do you think anybody will read them?” My own kids doubting the impact of marketing? How could this be?

Marketing skepticism must be an innate response that starts very young. How many times have I faced similar questions in meetings with clients?  In fact, that very question was posed to me during my travels this week. As I sat across from a prospect, he declared more than inquired  “I don’t think I’ve ever sold a product off an ad or PR story.”

Okay. True enough. I wouldn’t argue with that assessment. Advertising alone doesn’t sell product. The primary purpose of the marketing avenues we employ is to get attention, create awareness and present information. From there, it’s up to your sales team and your channel partners to use the tools we give them and close the deal. That’s why it’s so critical for sales and marketing to work closely together.

But even beyond sales, advertising and other marketing tactics build your company’s credibility and assure your target market that you’re in the game — committed to the product and to the industry.  So put that skepticism behind you and find the marketing channels and strategy that give you the best bang for your dollars. And if you need help figuring out that strategic marketing plan, give us a call. We would love to be of assistance.

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Certainly many challenges lie ahead, but I can’t help but be warmed with optimism as I look at another opportunity for a fresh beginning. As I reflect on the past year and my personal and professional growth, and look forward to what 2010 might hold, the reflection becomes the catalyst for New Year’s resolutions.

We all recognize resolutions, as those promises we make at the beginning of the year that quickly become a forgotten pledge. To lose 10 pounds. Get in better shape. Slow down our lives etc. But don’t let past experience discourage you. In fact, challenge yourself, your department and your company to set professional resolutions.

Embrace the beginning of the New Year as an opportunity to look back on how your marketing department or your company has grown. Where have you succeeded and where is it that you fall short? In the hustle and bustle of completing daily activities, what professional growth or big picture ideas have fallen by the wayside?

In the New Year, resolve to give those items the attention they deserve. Work with your team and your management to set some goals for the upcoming year. Type them up. Post them in the break room and revisit them frequently. Commit to yourself and the entire company to take on those tasks in 2010. Maybe it’s boosting your public relations program or initiating a social marketing strategy. Maybe it’s challenging the traditional conservative marketing ideas to shake things up with new marketing methods or creative that might push the envelope. Whatever it is, garner the support of your team and tackle it.  Make 2010 your year to create a marketing revolution.

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There are several reasons booth models are hired for tradeshows. Their purpose may be to hand out literature, to draw people into the booth, or even to serve as translators with international attendees. In the equipment industry, there is a perception among many that scantily clad women in ads or in booths would be a huge hit. I personally don’t buy into that stereotype. But, even if I did, the larger issue of branding remains.

Again, a company’s choice to use “physical sizzle” to sell is a reflection on the company and the brand.  For some brands, it might work. But, for the majority of brands I encounter, using such tactics proves to be a real disconnect with the brand image. In addition, having provocatively dressed models in your booth to attract men is likely to attract the wrong men. Namely, men who are not seriously interested in purchasing your products. In addition, more and more women are holding high-level positions in companies or are working closely with their husbands in a family-owned business. This marketing tactic is highly unlikely to attract their favor.

Whether it’s in print ads, television or at shows, my opinion is the message and the brand image must be the paramount consideration.

How do you feel? Has your company used booth models? Was it successful? How did the booth models tie into your overall message or campaign? How did they align with your brand strategy and image?

Here’s a link to a complete article on the idea of booth models and how they may or may not fit your overall marketing strategy.

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As a prominent athlete, Woods was a spokesperson for many companies and brands. Already, some of those companies have dropped him, while others have suspended their commercials. The validity of these decisions is hotly debated.

In the equipment industry, companies rarely have traditional “spokespeople”. Rather, every person from the sales team, to service to the person answering phones is a reflection of your brand. The experience the customer has with each and every person in your company will cause a lasting brand impression. If that person is friendly, helpful, and knowledgeable, the customer will likely have a positive brand experience. The converse is also true.  Unfortunately, companies rarely train the entire team on the core messages of the brand and the level of customer service expected. We have brand experiences every day. Typically we categorize those experiences as positive or negative. As long as the positive outweigh the negative, we tend to continue to gravitate to that brand.

What policies and procedures does your company have to ensure customers have a positive brand experience? What if anything, does your company do to ensure employees are always representing the brand on and off the job? Do you have any guidelines governing the social media arena and your employee’s involvement or behavior in these areas? Are employees connecting with customers, vendors and other contacts via social media?

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Mark Vitner, an economist with Wells Fargo shared the realistic yet sobering news of the projected recovery at the AEM Annual Conference. First, the news we’ve all been waiting to hear: Economists believe the recession ended on June 30^th 2009. That means we are officially in the recovery phase. Vitner said that though growth in the economy is predicted for 2010, half of that growth will come from government stimulus – not real growth. The true grass-roots recovery will happen in 2011. That year’s projected growth is a modest 2.2%. However, modest though it may be, all the growth will come from the private sector. Probably even more sobering is the information he shared on job loss. Economists predict a total count of jobs lost at 9 million by April of 2010. If we start gaining jobs in May at the same rate we have after every other recession, statistics say that it will take until the fall of 2016 to replace all the jobs that were lost.

I know. You didn’t come here to read more doom and gloom. And that’s not what I’m trying to deliver. I’ve always believed that adversity builds character, and it’s through difficult times that we grow the most. This is an opportunity to grow. I choose to focus on the positive rather than dwell on the negative. I’m the eternal optimist. I believe in the resiliency of the American spirit and the strength and ingenuity of the American business. It’s not really a question of “if“ we will recover, but rather a question of “when.” Therefore, the bigger question that accompanies recovery is the question of “who.” Who (which companies) will not only survive, but also thrive and emerge a stronger company with increased market share? These are the times that show the true character of companies and their leaders. It’s a time when those that risk much on nothing more than a sound plan, good business sense and faith, attain great reward. It’s in these times that small businesses take flight.

So what is your strategic plan to do more than “survive” in this economy?  What are you doing to continue to grow market share and brand awareness in a time when profits and sales may not be growing? What will your market share and company look like as you emerge from this recession?

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But, when you boil it down, the answer to the almost silent question of my sanity is really quite simple. It can be expressed in only one word – Vision. It’s a vision for a different kind of agency. An agency structure that will elevate service to clients, mitigate common frustrations and transform the agency/client relationship. As I listened to the seminars at the AEM Executive Conference, I heard speakers talk about innovation and changing the way we think about and shape our businesses. And as I sat there, I couldn’t help but smile. Smile, because for the first time since breaking out on my own, I was listening to someone who completely understood why I did what I did. Vision. And the opportunity to build it.

Share with me your experiences of working with an agency — the positive, the negative and the “it would be really great if….:” And then be a part of shaping the vision.

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