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Archives for 2008

This One Time, at Brand Camp

Never let it be said that marketers and branding people can’t poke fun at themselves!  If you thought branding wasn’t funny, think again.  A new book was just released by Tom Fishburne called This One Time, at Brand Camp that is filled with sarcastic and witty cartoons related to marketing, branding and business. 

I found out about this book from Tom Fishburne’s current virtual book tour through Post2Post, and I’m glad I did.  John Moore’s Brand Autopsy is one of Tom’s stops on his virtual book tour, and John posted links to a number of Tom’s branding-related cartoons on Flickr in his review post.  As far as Tom is concerned, no branding or marketing topic is safe from sarcasm.  [Read more…] about This One Time, at Brand Camp

Even Gladiators Need Presentation Skills

With the roll of drums and the crash of cymbals, the gladiators for next year enter the arena. These are the global warriors of the Dow Jones Sustainability Index (DJSI).

They don’t bow or mumble strange sentences in Latin; instead they simply give themselves a hearty clap on the back and get on with the job in hand, bestriding the world as champions of business sustainability.

Every year companies from all over the world seek to qualify for membership of the DJSI. Each is measured against 12 criteria covering economic, social and environmental issues and those who score over a certain threshold are allowed in.

Which is all very well, but what about their websites? Well I have to admit I haven’t been through every single one with a tooth comb, but one caught my eye as worth highlighting. [Read more…] about Even Gladiators Need Presentation Skills

Better Information Instead of More

In the world of Investor Relations web sites, there is an ongoing tug-of-war between the investor’s desire for more information, the regulations and requirements regarding that information, and the company’s need to preserve some information as private.  So, while we should and will continue to find more ways to provide more information, perhaps another goal should be to make the information already provided more useful.

Infosys

Infosys Technologies Ltd. (NASDAQ: INFY) is a global IT and consulting company that generates over $4 billion in revenue.  Four billion dollars in U.S. dollars, that is.  And, therein lies the rub.  As a global company Infosys boasts of offices in India, China, Australia, the Czech Republic, Poland, Canada, Japan and the UK.  In particular, Infosys has strong ties to India.  So, why just show accounting for U.S. investors?

Infosys provides an array of financial information on their IR web site.  What makes that information even more usable for more even more investors is that the information can be viewed by either Indian GAAP or by US GAAP.  Doing so provides not only a benefit to investors who can now select the information they want according to what they are most comfortable with, it also provides the company the benefit of showing an apples to apples comparison to either companies that operate in such a way as to only follow Indian GAAP or US GAAP.

Although a savvy, dedicated, experienced analyst could make such comparisons and calculations themselves, the same is not true for many investors.  Often, even sophisticated investors don’t understand all the nuances of US GAAP let alone, of both US and Indian GAAP.  For example, an Indian investor researching several companies for investment, including Infosys might like to compare some line on the balance sheet with another company.  If Infosys provided only US GAAP numbers, the investor might not make a relevant comparison to a company that provided Indian GAAP numbers, and thus, Infosys might lose out on a good investor.  The same situation, of course, would apply to an American Investor who might be doing a similar comparison should Infosys report only Indian GAAP numbers.

Presumably, Infosys is required to calculate both sets of numbers, or simply feel it is in their best interest to do so.  They are not unique in this respect.  However, some companies use the dual set of numbers by creating separate reports and then mailing the one that matches the investor’s address or request.  This, obviously, robs both the investor and the company of the benefits of having already compiled two sets of numbers.  Other companies might package both sets of reports together, much like multi-language instruction manuals often have English instructions followed by French Instructions, for example.  Although this method allows the investor access to both sets of information, many investors might simply disregard the additional information as duplicate information provided for multi-lingual purposes, thus negating the benefits again.

However, with the dynamic nature of an IR web page, the clear cut choice via a simple link immediately informs an investor that he or she has access to two sets of information and they can choose to either only use the set that interests them, or use both for whatever reason.

By taking an extra step with their IR site, Infosys provides not necessarily any more information than your average company’s Investor page, but information that is potentially more usable and friendly.

Verizon Diversifies Its Market Presence To Latina and Hispanic Communities

Cultural diversification in the workplace community is an exciting issue for businesses as it helps the business in developing a more personal touch. Businesses that have a strong cultural diversification department and systems in place to ensure fairness are more apt to enjoy long-term business success. Many companies who reach out to its customer base are offering products or services to enhance their existing revenue base. However, companies like Verizon make measureable goals to reach customers through their human resources by employing people of varying cultures, backgrounds and racial groups.

Just recently, Verizon made headline news because of their commitment to racial and ethnic diversity in their hiring practices. Because of this, Verizon has been listed as one of several businesses who stand out in making a difference in ethnic and diverse corporate communities.

Hispanic Business Magazine, for the fourth consecutive year, has named Verizon to the Top 15 of its Diversity Elite 60, an annual list determined by more than 30 variables that measure companies’ commitments to Hispanic hiring, promotion, marketing, philanthropy and supplier diversity.

What is notable about Verizon is their commitment to corporate diversity and their focus in hiring varying racial and gender specific people, in an effort to show that they are in fact culturally aware.

At Verizon, women and people of color constitute nearly 60 percent of the workforce and 44 percent of the company’s top management team. Partnerships with colleges and universities, as well as with professional and community-based organizations, serve as the cornerstone of Verizon’s recruitment strategy.

Companies who are naturally focused on diversity within their business are noticed almost immediately by consumers who want to do business with companies that are considered “politically correct.” In other words, companies that take an interest in subjects that are perhaps not as mainstream as other topics are more likely to affect certain segments of the population and garner a share of that business. In Verizon’s case, because they are culturally diversified in their hiring practices, consumers notice and take note of this and often choose to do business with them based solely on that reason.

What else besides increased business can companies gain by being culturally sensitive? How does being diverse in hiring practices affect the mainstream? Do you think people automatically support diverse hiring practices or lean favorably towards those that do?

 Press Releases:

http://biz.yahoo.com/prnews/080911/nyth070.html?.v=101

http://www.marketwatch.com/news/story/verizon-ranked-among-best-companies/story.aspx?guid=%7B8A2A06C6-83BA-40D1-B22B-953FC65D247F%7D&dist=hppr 

http://newscenter.verizon.com/press-releases/verizon/2008/verizon-ranked-among-best.html

B2B Marketing Budgets Revealed

Cahners Advertising Research Reports revealed the distribution of business-to-business marketing budgets and the results shake out just about as one would expect them to with a heavy investment in trade magazine and trade shows.  However, there are a few surprises and the results definitely make one wonder whether companies are distributing their marketing budgets appropriately given the current trends in media advertising and consumers’ reactions to and interests in those media.

Here’s the breakdown courtesy of Branding Strategy Insider: [Read more…] about B2B Marketing Budgets Revealed

5 Blogging Mistakes Made By Corporate Media Blogs

Corporate blogs are all the rage these days. Major corporations are finding that maintaining corporate blogs are a valuable and effective marketing tool for corporations. However, even in the frenzy and flurry of escalating their blogs to the top of the list, corporate media blogs can often fail to tweak areas that need attention or perhaps even elimination. The mechanics of blogging require an observance of many nuances, a few to include a connection with readers, substantive content and being on point in the content. With a myriad of factors for a corporate media blog to consider, which can often be even worrisome, it is imperative that the blog establishes itself firmly in its respective business industry and sets the tone for it to be perceived as authorities on their blog topic. With that, why then do some blogs struggle to maintain an effective corporate blog presence? Following is a list of 5 major mistakes that corporate media blogs make that could potentially hinder and almost halt their growth:

1. No clear idea of what the blog is about.

Blogs that have topics, ideas and subjects that are all across the board are confusing and discouraging to its readers, if they manage to keep any. Although the About Us page of the blog should be sufficient enough for readers to understand what the blog’s topic is about, more often corporate blogs may find themselves touching on a myriad of topics that relate to the corporation, but no clear cut angle on what the blog itself is focusing on. More than simply filling out the About Us page, corporate blogs should make a point to convey their mission and objective to their readers in a way that dismisses any fog on what their focus is.

2. Failure to really “connect” with the readers.

Corporate blogs have a reputation sometimes for being “stale” or “dry.” This can happen with corporate blogs when they have a talk at them approach rather than a talk to them approach. Readers know the difference and can take offense to it, rightfully so. Connecting with your blog audience is defined by really listening to and interacting with the blog readers.

3. Not inviting or encouraging comments from readers.

Media blogs give opinions and slants on news and information from their perspective. But, the corporate’s opinion is not the only one there is. The reader’s have a very lively opinion on particular topics, and many of them very passionate in their opinions. When you invite readers to share their thoughts in a professional, non-threatening matter, you are encouraging readers subscriptions through participation. This can turn into referrals, RSS feeds subscribers, forum activity and repeat readers.

4. Being “stuck” in a topic or subject.

Like #1 states, yes, a blog should be focused on a particular subject or topic. However, a blog can pigeon-hole itself and become mundane if it failes to excite or motivate the readers. It can motivate readers by periodically straying from the main topic of discussion. In other words, it is sometimes beneficial and highly encouraged for blogs to shake things up a bit by blogging on topics outside or parallel to its main focus. This doesn’t mean that your blog has dual personalities, but that it is in fact attuned to changes outside of its own world and has the ability to draw in readers based on this.

5. Having a “one blog” voice.

The CEO is quite special, but there are others within the corporation who have a voice as well. Many corporate blogs make this mistake of only letting the executive team blog and overlooking the everyday employee who has something to share. This is where there is a plethora of good information. Consider allowing senior team leaders or stellar employees have a guest blogging spot or even a feature page (perhaps) on the blog. Then, sit back and watch the blog develop a life of its own…

What are some things that your corporate blog does that you’d like to change? What can you do to make your media blog more effective for your company?

Other blogs on blogging mistakes:

Top Rank Blog

Corporate Blogging Essentials

Krishnade