If you are a leader and your organization is struck by a communication crisis what do you do? Often you did not expect it and you have not prepared for it.As the executive leader responsible for Marketing and Communications, when a communications crisis hits, it becomes my crisis. In today’s world one could substitute communication crisis with simply social media crisis (which can blow up into a full media communication crisis). The best way to handle a social media crisis is to know when it is coming, which means social media monitoring. If you are not monitoring social you really are blind to the mood of the market place. Get some tools (socialmention.com is free) and start listening. Beyond not being completely surprised by a when crisis hits, I follow some simple rules: the first one is to remember that every situation is an opportunity to create a positive brand impression as opposed to just damage control.
To be creative requires a moment of insight or a flash of brilliance in order to create a marketing campaign that captures the customers’ hearts and minds and engages at a grand new height with the company. Sure, this does occur to some extent. For the Ninth Store team Stuck in the Muck was such an insight by Jody Kemp, an Ag salesman out of Southey, Saskatchewan. But to be fair, most of our marketing (SABEX Award winning no less) is quite structured, conservative, measured, weighed and continuously tweaked. Quite boring stuff, not the Mad Men moments individuals going into marketing might hope for.
Topics: defining a brand, marketing mix, Marketing Series, Project Management, Social Media, analytics, creative writing, Defining the Scope of a project, managing creativity, marketing, mobile, Blogs
Hold up! I am not writing about a diamond ring. Although a little diamond does go a long way. I am writing about user engagement in the digital space. By engagement I mean a user base that is active, not passive.
If you could look at a trend in the last few years, many pundits have been claiming the end of traditional marketing as we know it is upon us. The debate rages, but I believe this is not a zero sum game for most companies. I believe that a company needs to have a mix of the two kinds of marketing – inbound and outbound- and of course integrate the two in order to have the greatest effect on its customers and reach.