“The most powerful element in advertising is the truth.” Thank you Mr. Bernbach, what a great quote!

As consumers, we are always on the look out for products or services that live up to their claims. Whether it is “The best cup of coffee in town,” or a dentist office that promises no wait, we want a company we can trust to deliver on their promise. As a matter of fact, when most of us find a company we can trust – we are incredibly loyal. Research shows we are even willing to pay more for a product or service we can count on.

As marketers, we understand the importance of consumer trust. Understanding it – and achieving it – are two very different things. It starts with bringing together key members of your team and making sure everyone understands your brand promise. Hopefully you will all have the same answer, if not, go back to the drawing board and figure it out. What makes your company special, what makes your product or service stand out?

It’s okay if your “truth” is that you are still struggling, that your product isn’t quite where you want it to be, or your customer service isn’t exactly the industry standard. Here’s the good news – you can change all that. You have the power to create your brand promise, even if your company has been around for years. Work with your team to develop a wish list – what they wish the company and/or product offered. Is it the same taste no matter where it is served in the country, is it superior customer service that always makes the consumer feel appreciated, or is it on-time delivery every time? These are all great promises, now it is up to your team to put together the plan to DELIVER. How do they achieve the new “truth?”

Once you have the brand promise identified, communicate it throughout your company. Everyone needs to be on the same page. Analyze internal processes and external touch points to ensure your company is doing everything it can to follow through on its promise. You may need to change staff, manufacturing lines, or product profiles. Don’t stop until you have full faith in your ability to deliver on your brand promise.

Delivering the “truth” to the consumer should be the most important objective of everyone in your company. The payoff is higher margins, loyal consumers, and a team that is all driving towards the same goal. Mr. Bernbach had it right – that IS powerful.

We have been working on a proposal for a client prospect with a customer base that is predominantly made up of senior citizens. The company is fairly new and they do not have the budget to blanket the entire country with their message. They need a targeted approach to help sell their product and they need to show their Board results. Based on these objectives, part of our presentation will revolve around new media – specifically facebook advertising and fan building.

I think most companies are becoming more aware of the opportunities within facebook: managing your spend, immediately monitoring results, zoning in on your target audience, etc.  However, I am not sure they understand the engagement level that seniors have with the social networking site. Here are two big myths surrounding senior citizens:

Myth #1 - Seniors aren’t using the Internet.

Back in December 2009, Nielsen released a report that indicated Internet usage among those 65 and older had increased more than 55% over the last 5 years. That is a jump from 11.3 million active users in November 2004 to 17.5 million active users by November 2009. According to Nielsen, this age group is the fastest growing demographic on the Internet.

To further dispel this myth, the same study found that seniors are also staying on the Internet longer. By November 2009, those 65 and older were spending over 58 hours per month on the Internet.

Myth #2 – Seniors aren’t on facebook.

It may surprise you to know that facebook growth among seniors is pacing faster than all other demographics. According to an article by allassistedliving.com, senior citizens have recorded 1448% year-over-year growth for the past three years. Seniors became 11% of all facebook users as of 2010.

The article also shared a few other stats that prove not only are seniors creating facebook accounts, they are truly engaging with the social media tool:

• Hundreds of classes are being held each year to teach senior citizens how to use facebook. Class size averages 80 people!
• 40% of those on facebook want to connect with family and friends.
• 30% are sharing photos.
• 10% are engaged in contest or promos.

I share all this not to propose that you target senior citizens with nothing but facebook. We would never recommend a single tactic for any group. However, don’t assume Grandma Alice doesn’t understand how the Internet works or that she will never sit down to update her status. Seniors are becoming more tech savvy every day. Make sure that you are considering social media as part of your marketing mix when targeting this group.

Okay, now I have to get back to that proposal. Wish us luck!

Okay, I’ll be honest. It takes a unique person to work in advertising. Some might say “special,” but I am sticking with unique. We juggle incredibly quick deadlines, high pressure pitches, and the balance between exquisite design and effective strategy. No matter the career-choice, I am sure there are ups and downs, but we appear to be gluttons for punishment in the advertising business. If I had a dollar for every time I used the phrase “feast or famine,” I’d be a millionaire.

So, exactly what is it that keeps us in the business? It’s pretty simple, actually. WE LOVE IT! It’s pretty cool that we can wear jeans, listen to loud music in our offices, and play with toys in the conference room. However, here’s a secret. It’s not really what keeps us going. There are several important factors that I think are common across small, smart agencies and I am happy to share a few insights with you here. I believe these would apply no matter the industry – as a matter of fact – give one or two a try at your company and let us know how it goes for you!

#1 Remember the FUN! At Catalyst we work very hard to laugh. I don’t think I’ve ever worked a day here without laughing out loud. When the team is under stress and ready to lose it, you can bet someone is coming around the corner with a goofy face, a prank, or a great joke that is going to break the tension. For whatever reason, being just plain silly is completely acceptable in the advertising industry, and believe me – we embrace it!

#2 Recognize everyone’s value. We give signed footballs to our New Business team when they land a new account (our autographs of course), we give gift certificates to the employees that best reflect our brand distinctions, and we try to celebrate every success we can. We have closed shop early and taken the entire team out to the movies, we have surprised the team with go-cart races, and we have even turned the entire office into a holiday fiesta right down to the stuffed cactus. We take time to show appreciation and it helps energize the team and build a strong camaraderie.

#3 Switch things up. One of the many great things about my job is that it is truly different every day. Different industries, different projects, different clients. It keeps me on my toes and also keeps me engaged. I was never a sit-behind-the-desk kind of person and I have found through experience, that most people aren’t. We like to be challenged, to keep growing. We need more than the repetition of daily tasks to be fulfilled. Being a small agency, we all wear many hats. Give your employees the chance to do the same.

Even if you aren’t crazy enough to be in the advertising business, these few simple steps may help create better morale, stronger team spirit, and make the stressful times easier to handle. Who knows? You might even start to love your job!

Today’s post brought to you by 13-year old Shannon in honor of Catalyst’s 13th Anniversary! For the record, my hair was 1/2 my body weight back then.

When it comes to writing a marketing plan sometimes the hardest part is just getting started, right? This is especially true if you are writing a marketing plan for an organization that has never developed one before – you literally have a blank slate and the entire marketing world before you. The first step can feel overwhelming, but don’t let it get you down. There are a few tricks to help you get the ball moving.

First. See if it is possible to schedule a meeting with the leadership to discuss the plans for the upcoming year. At Catalyst, we like to ask what are the key drivers to ensure success for the next year? What has to happen in order for you to say “We had a great year!” For small companies, it is beneficial to bring everyone together and gather opinions. You’re going to get a lot of responses, so most likely you will need to prioritize them as well. Of course this is where the executive team must comment – make sure that they choose, or at the very least, fully agree to the top drivers.

Second. Write an Executive Summary about where the company is today. A little history is nice, but not necessary. The plan you are writing is about today and the next 12 months. Forgo long-winded openings, they most likely will not be read anyway. The exciting part is in strategies and tactics in the following pages.

Third. List the key drivers in their order of importance. These become your objectives for the next year. And remember, you have the agreement and support of top management thanks to the first step.

Fourth. Take each driver one by one and list the strategy and correlating tactics underneath. For example, if one of your drivers is to develop closer relationships with key customers, your strategy might be:

Utilize our CRM tool and sales force to gather relevant information about, and communicate more consistently with, our key customers.

The tactics could be:

• Develop a Facebook Fan page, promote to customers, and push out relevant information.
• Create an opt-in e-mail newsletter.
• Schedule quarterly face-to-face meetings with key customers.

Fifth. Take your brilliant plan and jazz it up. Very few people get excited about a 10-page word document. Drop in photos, add research to support the tactics you choose, add charts and graphs. Make it interesting to read. A few call-outs about the high response rate of e-mail marketing will go a long way.

Hopefully this has taken some of the nerves out of writing a marketing plan. If you have any questions, just let me know. We would love to talk!

Ran across a great article last week that I wanted to share about the success of companies that have green products. As consumers, we see products on the shelf everyday that advertise they are environmentally friendly. I’ll be honest, I do normally give them a second look. I fully support saving the Earth’s natural resources (I can’t imagine there isn’t anyone who doesn’t) and I like knowing I can buy products that help. Seems like a slam dunk for manufacturer’s – take a product that consumers already buy, make it green, and your sales go through the roof.

If only it were that simple. Here are three key reasons you may be facing an uphill battle:

1. The Economy. Even though people want to buy green, they just can’t afford it right now. If you could make an environmentally-friendly item and make it cheaper, that would be great. This is easier said than done – incorporating the necessary tools, processes, and ingredients are an added cost that your company has to account for. And don’t forget the largest generation, Gen Y. Studies have shown that while they love green products, they are not going to pay extra for it. The article states that across the board 61% of consumers think the price for green is just too high.

2. The Quality. Consumers have had a few years of experience with green products and they question whether they are as good as the regular version. In particular, take a look at cleaning products. Industry research is suggesting that people don’t believe the new green products clean or disinfect as good as what they are used to using. The percentage of consumers that don’t believe green performs as well as the original has jumped to 33%. It’s a pretty big hurdle when you realize 1/3 of your audience don’t believe your products are good enough.

3. The Truth. 38% of consumers question whether or not green-friendly products are truly better for the environment. They have an ongoing mistrust of corporations and are inclined to doubt any green statements.

The articles goes on to list 5 things to consider before “going green:”

1. Don’t expect consumers to sacrifice anything, even though they really want green products.

2. Don’t overstate anything.

3. Have more features and benefits that just green – there has to be more to the story.

4. Go green outside the US, other countries are less skeptical.

5. Go green as an organization.

#5 is my favorite because it speaks to more than a single product, it is a cultural change that can lead to greater impact. Look at your organization and find ways to go green internally: save on paper, change your manufacturing process, shut off the lights when you leave, put in bike racks and encourage your employees to carpool. The list goes on and on. Develop a Green Task Force and let the employees take the ball. Truly become a green company through behavior in addition to the products you sell.

At Catalyst we have had the opportunity to work on a green initiatives for our clients, and it is an honor to do so. Don’t give up on creating green products, just understand the marketplace you are about to enter. And …. don’t forget to shut off the lights before you go home!