Wisdom Warriors, by Carol Seymour, Publishing January 2017

Wisdom Warriors: Journeys Through Leadership and Life by Carol Seymour

Congratulations to our client, Carol Seymour, whose first book, Wisdom Warriors: Journeys Through Leadership and Life, was just published!

Last year, Carol asked for help in getting two versions of Wisdom Warriors published. She had a firm deadline for a custom edition of the book that one of her largest clients had ordered, but had other clients clamoring for a separate edition. We organized her publishing team, finding resources to assist with design, production, printing and storage.

One question we get asked often: Why create a printed book when the digital world is upon us? The answer is simple: sometimes you just want to hold something beautiful in your hands. And, if you’re giving a corporate gift, it’s easy to brand it, embed corporate messaging, and make a lasting impression.

Writing a book isn’t easy. Publishing it on deadline is a lot harder. Details matter. We’re proud of the corporate books (and ebooks) we’ve helped publish through the years, for companies like Quill.

Is this something we could help you with?

 

Niche Marketing: Having Your Marketing Cake and Eating It, Too

 

In this week’s edition of Monday Morning Marketing John and Ilyce discuss one of the top marketing trends of the year: niche marketing.

You have to understand whether you’re offering a niche product to a wider audience or marketing a general product to a niche audience (or several niche audiences) in order to optimize your marketing dollars.

Think about your product, and think about your niche strategy. Niche marketing started with market segmentation and has been around for a long time. You want to be the authority voice in your niche market to make that market as profitable as possible. But, be aware that niche markets can change on a dime. At the end of the day, it’s all about identifying your audience and providing a marketing solution that makes sense.

We’d love to hear your feedback, so be sure to leave comments, find us on Twitter and Facebook, and check out our companies (and brands) online:

Ilyce Glink – Twitter – Facebook – ThinkGlink.com – Best Money Moves – Think Glink Media – IlyceGlink.com

John Byrne – Twitter – TheByrneBlog.com

Monday Morning Marketing using online reviews to drive traffic and sales

Review Marketing: Using Reviews to Drive Traffic and Sales

 

In this week’s edition of Monday Morning MarketingJohn and Ilyce discuss the basics of the review market and talk about how to use reviews mentioning you and/or your business to drive website traffic and sales.

Ten years ago, the world of online reviews was just starting. There was Yelp and TripAdvisor, but deciding where to go based on reviews of restaurants and hotels wasn’t the norm. Today, all sorts of companies get reviewed: You see reviews of real estate agents, doctors, attorneys, teachers, mattress manufacturers and coffee shops.

When everything gets reviewed, and those reviews are online, waiting for search engines to pull them out of the ether, companies have got to figure out what their review marketing strategy is: How to encourage reviews, dispute negative reviews and engage with reviewers.

We’d love to hear your feedback, so be sure to leave comments, find us on Twitter and Facebook and check out our companies (and brands) online:

Ilyce Glink – Twitter – Facebook – ThinkGlink.com – Best Money Moves – Think Glink Media – IlyceGlink.com

John Byrne – Twitter – TheByrneBlog.com

Trump Tweets: Lessons for Executives on Social Media

 

 

In this week’s edition of Monday Morning Marketing, John and Ilyce discuss how President-elect Trump’s tweets may change once he takes office. Then they look at a 2016 report by Domo and CEO.com indicating that Fortune 500 chief executives might not be using social media as much as people think.

Overall, chief executives and others in the C-suite aren’t on social media. A study last found that just about a third of all CEOs are active on at least one of social media’s Big Six, including LinkedIn, Twitter, Facebook, G+, Instagram and YouTube — although some younger CEOs are starting to use Snap (formerly Snapchat).

Why? CEOs have very little time as it is, and the bigger the company, the bigger the outside time commitments. And, CEOs of publicly traded companies need to be wary of forward-looking statements, per SEC regulations. But social seems to be getting even bigger, and there are those who believe that to help brand a company, or give the brand some depth, all senior-level executives should be honing their online personas.

Before a CEO tweets, however, there are five questions they should ask — and answer:

1. Should CEOs be doing this?

2. Is this a good use of time?

3. What are the dangers?

4. Can you ghost it? (Most CEOs want to or should.)

5. How do you calculate the ROI?

 

We’d love to hear your feedback, so be sure to leave comments, find us on Twitter and Facebook, and check out our companies (and brands) online:

Ilyce Glink – TwitterFacebookBest Money MovesThink Glink MediaIlyceGlink.com

John Byrne – TwitterTheByrneBlog.com

What Prince Taught Us About Re-Branding

Prince

Since his death last week, there has been so much focus on Prince and where he came from. He was one of the greatest branding (and re-branding) mavens ever, strictly controlling his songs and intellectual property and maintaining his independence. Everyone feels free to use his song catalog, knowing that his estate probably won’t come after them – for now, anyway. It’s no surprise that other brands are trying to connect with/leverage/profit from his death, but it’s also not surprising that this is rubbing some people the wrong way. Do you think it’s right?

Re-inventing a brand while keeping its identity intact is a challenge, but Prince did it with flying colors. From Prince to a symbol to Prince again, he demonstrated how a seamless transition between an old and new brand can really work. Ilyce and John explore some major brands like Accenture, Price Waterhouse Cooper, Google and the classic story of brand evolution that is Coca Cola.

Using content for re-branding

Ilyce has been out in San Francisco this week, talking to some prospective clients about re-branding. She was interested to see how some companies want to use content to for a brand shift or brand extension, but don’t understand that they have to have a framework or it’s just hanging in space. She talked with a real estate company about how they want to be known for personal finance information, but what they do isn’t really about the numbers. It’s about images and design.

How do you take a company that’s about image and design and make it about the numbers? You have to build a bridge that links where they are to where they want to go and make sure that the brand is fully supported.  If it isn’t, you can lose the trust factor and consumers get confused. They don’t know who you are or what your brand stands for.

How do you implement a re-branding strategy? Carefully. Companies often jump willy-nilly from one brand strategy to another. You want to develop a strategy so that it goes pretty far out and considers outlier and money-making opportunities that pop up along the way. Ilyce calls it a Tier 4 strategy because you really need to go down at least four levels, and it might take six months to several years to imagine how the strategy will work.

It’s like Bob Vila used to say – measure twice, cut once. Don’t figure out a strategy that seems like it would fit the implementation. Strategize first, and then implement. Listen to this episode of the Monday Morning Marketing podcast to find out how much good a little planning can do.

We’d love to hear your feedback, so be sure to leave comments and find us on Twitter, Facebook and LinkedIn and check out our companies (and brands) online:

Find Ilyce Glink on Twitter @Glink, or at ThinkGlinkMedia.com.  Her store is ThinkGinkStore.com.

Find John Byrne on Twitter @JohnMByrne or at GlencoeMediaGroup.com. His Blog is called TheByrneBlog.