Corporate Eye

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Archives for June 2009

Do CEOs Help or Hurt Brands?

In a recent poll conducted by AdWeekMedia via LinkedIn, people were asked to rate the credibility of commercials for brands with and without the company CEOs in those ads.  The key question was — does having the company CEO in an ad make the ad more or less credible?

The results are actually a bit surprising to me.  49% of respondents said that the presence of the CEO made no difference to the credibility of an ad.  I expected that number to be higher.  Furthermore, 36% said that it makes an ad more credible when the CEO is in it while only 14% said it makes an ad less credible.  Again, I’m surprised.  Do over one-third of consumers actually feel that an ad is more credible because the company’s CEO is in it?  I’m amazed by that. 

The results beg the satirical question — should marketing messages come from the CEO?  For example, “I use XYX brand, and so should you.”  I hope not.

Maybe 20 years ago I would believe these statistics, but they amaze me today.  In a world where the news is wrought with stories of CEOs allowing companies to self-destruct, pursuing unethical and/or illegal practices, and taking corporate jets to Washington D.C. hearings while their companies are nearing failure, I have to wonder how accurate these statistics are.

Seeing a CEO in a commercial has no effect on me at all.  If anything, it has a negative effect because it makes me wonder if that’s really the best the marketing team could do.

Just recently, Dominos got a lot of flack from consumers who posted blog posts (example) voicing their dislike of the Dominos CEO Bailout commercials (watch below).  

I think a CEO’s presence in a commercial devalues the message, because most people can’t relate to them and they’re not necessarily thought of that highly anymore.   Certainly, there are some CEOs that can help a commercial and add credibility (e.g., Steve Jobs), but there are far more who either hurt a brand or don’t help at all when they appear in commercials.  In other words, most of the time, the marketing team can do better.

What do you think?  Do CEOs help or hurt brands when the appear in commercials for them?

Writing Content With Clout

Rob Ashton explains why it’s vital that your web writing gets straight to the point.

Ever seen the TV game show Supermarket Sweep? The premise is pretty simple. After answering a series of questions, the contestants are instructed to find certain groceries in the supermarket. Not surprisingly, no-one methodically paces through the aisles. With the clock ticking, they race around frantically searching for visual clues that point to their prized items.

Red PencilBrowsing the internet is much the same. Studies have shown that we adopt the same ‘search and seize’ approach when looking for information online. In fact, only one in six people actually read websites sentence by sentence. Instead, most people scan the text for keywords, bullet points and subheadings.

Some studies have even shown that people read only the first two words of headlines before losing interest. And it’s generally a given that you only have a maximum of 10 seconds to impress your readers before they click to another page or site.

The key is to make your writing as direct as possible. As any Twitter fan will know, if you can’t say it in 140 characters or less, it simply isn’t worth saying. Apply that principle to all your web-based writing and you’ll be onto a winner. That’s not to say that you can’t elaborate on points, make explanations and create coherent arguments. It’s just that long rambling sentences are best left to novelists or poets. When it comes to the web, short and sweet is best. Prune through your writing and cut out any meaningless words. And rearrange your sentences so that they’re as punchy as possible.

The tips below will help you to create a high-impact writing style

A clear focus

Know your audience. Ask yourself who you’re writing for and what information they want to read. Then focus on one main message per web page. If you’re not sure what your main message is, write down the headings who?, what?, where?, when? and why? Then brainstorm your ideas to help clarify your thoughts.

Create powerful sentences by speaking directly to the reader. Use words such as ‘you’, ‘we’, ‘us’ and ‘our’. And use the active voice as much as possible. For instance, ‘we formed the company in 1999’ is far more effective than ‘the company was formed in 1999.’

Ready, aim, fire!

Break up the information into digestible chunks and keep your paragraphs short. Use subheads and make sure that, when combined, they tell the story of your article. Bullet points are also a great tool to use when writing for the web.

Remember that bullet lists always need an introduction (like this one). They are good for:

  • conveying key information
  • breaking down complex lists
  • summarising main points
  • instructions (especially if numbered)

The advantage of using bullet points is that they:

  • make lists clearer, as they are more visual
  • use white space well
  • grab attention
  • help readers scan information
  • reduce word count

Create a call to action

By their very nature, websites are interactive. A static site that doesn’t involve its readers is like an out-of-date concert poster. Keep inviting your readers to contact you or click other internal links for more information. Try to anticipate your readers’ needs and then give them what they want. You can’t stop them jumping around searching for keywords. But if you give them something of value, you can help them to stick with your website for longer.

Remember, be bold with what you’re offering and don’t be afraid to shout out your content. Give your readers the satisfaction of finding the prized information instantly. The secret is to rig the game so that they win – every time.

The Write Stuff

You can get a free copy of The Write Stuff to help you with the writing process. This 60-page guide contains the very essence of good writing. And Emphasis has agreed to send a copy free of charge to the first 100 Corporate Eye readers to contact them.

Visit www.writing-skills.com/contact-us/ to get your copy.

Rob AshtonRob Ashton is chief executive of Emphasis, the specialist business-writing trainers.

How Corporate Media Affects News Coverage: Stars – Michael Jackson, Farrah Fawcett and Ed McMahon Give the Media a Boost

The news coverage on the passing deaths of Michael Jackson, Farrah Fawcett and Ed McMahon shook the nation. These United States celebrities and entertainers were iconic figures in their own rights and created their own followings and cultures that affected the entire nation and the world.

The media was (and still is today) in a frenzy covering the news of their deaths. Corporate news stations like CNN.com and ABC.com are reporting the details on the events surrounding their deaths. Bloggers are furiously blogging about how each of the celebrities lives have affected their own. Facebook and Twitter are at an all time high even with other celebrities, sending condolences and words of prayer to the families of the deceased.

Corporate media has had a major impact on the web since conveying these events on the World Wide Web. Through the news outlets websites and blogs, and through social networking sites and other journalists blogs, traffic has increased significantly with questions and the quest for information. How can a corporate-driven blog benefit from the frenzy of online news and story coverage?

Aside from gossip and rumor stories, corporate blogs can benefit greatly from delivering the news and information on their own companies, and in most cases, even their competitors. The main consideration to be given in connecting with the online audience is to give them information that is of relevance and that will in some way benefit their experience. When they visit your site, ensure that you’re giving them good, quality information and news that is directly relevant to them.

Do you have a new product or service that you’re promoting? Why not enlist the help of a celebrity or entertainer to endorse it!

What about happy clients? Write and post testimonials on your blog that will show just how happy everyone is.

Your blog and/or website is the prime place to market anything that you want to highlight in your business. Present everything in a light that will make the customer WANT to visit often. Give them a reason to return! Aside from the celebrity factors that are in the media right now, there are a few drawing elements that a corporate blog can use to elicit traffic:

1. Tell how your products/services appeal to a particular market. How does everyone benefit? What are the long-term features and benefits? Will there be consistency and longevity?

2. Always use current news as a launching avenue for what’s going on in your business. Topics like the environment, politics and yes, entertainment can always become excellent sources for news in your business.

What are some areas of your business that you can use to gain traffic for your blog/site? What can you do to hold your client’s interest?

Eco-Friendly Packaged Goods are Hot, Hot, Hot

According to new research from eMarketer, eco-friendly is hotter than ever for the packaged goods industry in the United States.  If you thought the green branding and marketing push was tapering off, you were wrong.  This report tells us:

  • Between January 1, 2009 – April 15, 2009, 458 new products hit the market with claims of being eco-friendly.
  • The number of new eco-friendly product launches are expected to be three times higher in 2009 than in 2008.
  • The number of new eco-friendly products launched in 2009 is estimated to hit 1,592. 

Look at the chart below and see how the 1,592 new eco-friendly products expected to launch in 2009 compares to the number of new eco-friendly products launched in each of the 5 years prior to 2009.

emarketer-eco-friendly-product-launches

The green bandwagon is still a very popular ride for corporations to jump on.  The problem comes when eco-friendly initiatives tread too close to green washing.  Too many corporate executives love the positive publicity that comes with being green, but they don’t take the green initiative to heart and truly live it and believe in it.  Hopefully, that will be what sets companies, brands and products apart on the eco-friendly playing field of consumers’ minds in the future.

I’ve written about green branding here on Corporate Eye before in a post called How Important is It for Brands to be Green?  I’m reminded of that post today as I look at the huge growth in new eco-friendly packaged goods coming in 2009 to the U.S.  Companies are flooding the market with eco-friendly products, messages, Web pages, and programs, but how much of that do consumers truly believe?  How much of it do they think comes from the right place and is done for the right reason?  That’s what will set “eco-friendly” companies and brands apart from “eco-truthful” companies and brands in the future.

In other words, there is a lot more to being eco-friendly than releasing a product with recycled packaging or holding a Recycling Day in the town where your company office is located.  Companies and brands that understand that will prevail in the long run.

What do you think?

Paper Resumes? OMG!


typewriter

First, read or listen to NPR Morning Edition’s story entitled Job Seekers Find New Rules of Recruitment. The gist:  Recruiters and hiring managers don’t have much patience with job-seekers lacking LinkedIn profiles, snappy digital resumes, and an established social media presence.  “If someone sends us a paper resume folded in thirds, stuffed in an envelope,” opines one CEO, “it’s hard to take it seriously.”  And even for job-seekers who communicate via email, the report notes, there are potential faux pas–such as email sent via AOL and husband-and-wife addresses.

Next . . . read the “lively” (not to say vitriolic) discussion of this story.  Among the commenters are populists who think Recruiting 2.0 is elitist; sympathists who are concerned for the plight of elderly (i.e, thirty-something) job seekers; cynics who think it’s all about HR laziness; and conspiracy theorists who accuse the NPR reporter of shilling for LinkedIn.  Also a few people making thoughtful points.

Takeaways?  (a) There are a lot of passionate opinions on this topic.  (b) Recruiting 2.0 probably is elitist–but that’s the reality of the current job market.  (c) Rising unemployment statistics will shine a harsh light on hiring practices.

For another take on this topic, consider Lou Adler’s article Recruiting Top Talent 2010 – Are You a Traditionalist or a Web 2.0 Free Radical? Traditionalists, according to Adler’s model, may be using niche sites, Facebook, Twitter, and all the other 2.0 trappings–but they are still operating on “the flawed premise that top people will respond to negative, boring, and exclusionary ads if you post them in enough places.”

Free radicals, on the other hand, are “talent-driven,” and their strategy is “nurturing prospects for future opportunities.”  The article offers a ten-point test/action plan for assessing/strategizing this shift.  For example:  “3.  Go req-less, using big-target talent hubs,” and “8. Convert your recruiters from screeners and sales reps into career advisors.”

Food for thought:  What will happen if or when all major employers are nurturing talent with social networks and wooing prospects with precisely targeted micro-sites?  Will that be Recruiting Paradise–or merely passé?


Gaining Clients from a Visual Perspective Using Webinars, Videos and Photos

Slowly count to 10 and look into my eyes. Deep into my eyes.

Well, that would be my computer’s virtual eyes! One perspective of online media that companies often overlook is the visual element. New media has gone the route of social networking, Twittering and instant messaging. The only way now for companies to keep up with their competition is to 1) do what others are doing, 2) do it better and 3) give customers something that would be pressed to find elsewhere.

One very attractive way to gain customers is visually (virtually). Engaging them with your daily activities so that they feel a part of things, in many ways. In other words, why not let your online clients SEE the company they’re dealing with, the people behind the ideas and the tasks that go into making the products that they are buying?

The online world of virtual purchasing and virtual involvement is not very new. Companies use this technology daily when they host webinars and teleconferences. CEO’s often address the employee pool via conference addressing and use podcasts to keep them in the loop on what’s going on with the company. This is one of the main reasons why certain industries are so successful – – because of the visual element that they have available either on their website or as a part of their blog. Webinars, teleconferences and virtual tours are a lot of the cause of success for so many companies, both online and offline and the technology can be magnified in so many ways towards the company’s success.

Imagine visually showing your customers where and how their product is developed. Imagine giving them a glimpse into the meetings and decision-making events that help to shape the ideas that you bring to them. Let them into your back offices to see how things really go and even perhaps the mistakes that you sometimes make.

How-to sites are a hybrid of this type of visual marketing. Some ideas could include:

1.) Virtual bios of your company’s officers. Have them address the audience, if nothing but to say “hello.” Customers like when they can put a face with a name (product).

2.) A visual demonstration of the new widget that your corporation has just developed. Show the customers online how the widget works and other features that it may have.

3.) Photos and snapshots of your new facilities in construction. Go from a “before” to an “after” to give them an idea of your progress.

4.) The taping of the ground-breaking ceremony of your new facilities. Make your customers feel that they are a part of the news.

5.) Instead of written client testimonials, consider visual testimonials, if possible. Interview the client and ask what he thinks of your services. Include background on that client in the video if possible.

There are so many ways that you can use virtual media to reach clients online. Don’t limit yourself to only social networking, but consider the possibilities of other mechanisms of marketing as you reach out to them – – while looking deep into their eyes.

What other facets of media outlook can you use to reach your customers? Is your industry conducive to visual marketing or do you find that you have to be more creative?