Strategic Intent vs. Mission Statement

A Strategic Intent statement is meant to not only be inspirational like a good vision or mission statement can be, but it also has a specific measurable goal. For example President Kennedy said, “the United States is going to land a man on the moon and bring him back safely by the end of this decade.” The US didn’t even have a space program when he said that, so it was a very bold goal, with a specific measurable time frame that inspired a nation and NASA.

The goal of a Strategic Intent statement is to inspire customers and employees that the company’s passion is being the “best or extraordinary” (in what ever defined aspect), and is inviting Strategic Intent vs. Mission Statementevery one to not just to come along for the ride, but rise-up to participate as well. It should be short and to the point, inspirational and specific – a phrase that people can easily remember.

The Ford company’s example slogan of  “quality is job one” is a good advertising slogan or general vision statement, but imagine if back in the 80′s they had written this Strategic Intent statement instead:  Ford will be the number one rated quality car with the best service in America by 1999.” If Ford had communicated that Strategic Intent statement, the public, the media, everyone would have stopped and taken Screen Shot 2014-04-14 at 10.41.57 PMnotice to watch and see if they could do it or not. People might even have rooted for an American car company as the underdog to see if they could climb to the top. The employees would have a very specific goal in all aspects of what they each did to be number one, and know they would have the bragging rights once they got to be number one. Management would be inspired to rally their teams and everyone would be pushing in the same competitive direction, to be the best. Customers would know that Ford is focused on producing the highest quality car in America, they would probably perceive that it was a quality product before they ever got to the top.

Remember, your company’s Strategic Intent statement not only needs to inspire customers and employees, but have a measurable and ambitious goal.

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Mobile Marketing Strategies

Five important items to put on a mobile marketing to-do list…

It’s official: Mobile laptops, iPads, smart phones, tablet computers, have overtaken the desktop as the primary point of contact with consumers. Test it yourself when you are on your Facebook page – social media mobile devicesyour friends who are online are displayed with a green dot, note how many are listed as “mobile.” Everywhere you go people are checking their mobile devices for text messages, emails and accessing websites while they are in a “waiting mode.”  Here’s 5 items for a mobile marketing to-do list:

1. Use a flexible template. Marketing success depends on making sure your website, blogs and emails are using responsive design templates – designs that automatically adapt to the devices on which they are being viewed.

2. Consider the demographics of your customers; if they are younger they are more than likely on a mobile device, if they are older on a desktop computer. You need to better focus your marketing approach and not just send out a single message that applies to all social media channels, but specific messages that are formatted for each channel.

3. Create short content. In mobile marketing, the most important point is to make sure your “content” is king. Use fewer words to communicate the most important value of your product or service because when people are on mobile devices, they have shorter attention spans and time. To best engage customers, make sure your clickable items are seamless and smooth.

4. Repeat your message. It has been said that someone needs to see a product as many as three times before they actually take action and buy. What they’re shown doesn’t necessarily have to be the product itself. Brand awareness, complimentary products or comparable items can also be effective.

On the left the PC shows three columns of content, in the middle the iPad shows two columns, on the right an iPhone shows only one column of content from the original website.
On the left the desktop computer shows three columns of content, in the middle the iPad shows just two columns, on the right an iPhone shows only one column of content.

5. Test your messages. Test for things like spacing, image rendering, and multiple columns on a desktop computer may appear as only one column on mobile devices, with the columns being “stacked” – keep that in mind when determining which information is on the left, right and middle columns, (see above example). Finally, do what most don’t do – test your website, emails, and social media on different mobile devices, because you may be in for a shock at what you see!

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Dynamic Lobby Change = More Tenants

Bellair lobby-Before&AfterBelleair Oaks office building. The “before and after” examples above made a huge impact on not only keeping the current office building tenants, but it made a good first impression when brokers showed the building to prospective tenants. Above is the Photoshop concept, below are actual photos from the finished project.

Key point on branding: The name of the building is Belleair Oaks, so the thinking was to emphasize the name of the building by creating a contemporary theme around oak tree related images.

(This is what I put in the lobby to make the makeover have more meaning):   Artist’s Statement about the lobby: This lobby is an artist’s interpretation of Belleair Oaks – from first light, to end of day. On the stairway is an image that begins with the sun peeking above the horizon as morning light, accented by seedlings that represent when life, or the day begins. To your left is the copper sun rising up from nature’s varied landscapes – the whole focusing on the challenges of the day. The sunset painting represents winding down at day’s end. The paintings to your right depict night when rests occurs before the next day, and the white shafts represent oaks that were once seedlings – have now matured to become sturdy and resilient to life’s challenges. Artist/designer: Gary Greer

Lobby-sun
The copper sculpture represents the sun rising up from nature’s varied landscapes (the base is grass, rocks and sand) – the hole focusing on the challenges of the day.
On the stairway is an image that begins with the sun peeking above the horizon as morning light, accented by actual dried seedlings that represent when life, or the day begins.
The 6 foot by 4 foot sunset painting represents winding down at day’s end.
Detail: This rock and grass effects takes the place of stringy worn out potted  vine plants for a more contemporary look – and requiring no maintenance.
Detail: This rock and grass decor takes the place of stringy, worn out, potted, vine plants – for a more contemporary look – and requiring no maintenance.
The paintings to your right depict night when rests occurs before the next day, and the white shafts represent oaks that were once seedlings – have now matured to become sturdy and resilient to life’s challenges.
The eleven foot wide, three side-by-side paintings above depict night when rest occurs before the next day, and the white shafts represent oaks that were once seedlings – have now matured to become sturdy and resilient to life’s challenges.
Dynamic color changes: The columns are all painted the same color. The skylight in the lobby presents a more true color and the faux skylight in the foreground changes the color to a deeper yellow color. The effect occurs depending on what angle you are looking at the columns from, and they change as you walk by. As the sun sets and effects the light in the lobby, they change again, making the lobby an ever changing piece of art.
Dynamic color changes: The columns are all painted the same color. The skylight in the lobby presents a more true color and the faux skylight in the foreground changes the color to a deeper yellow color. The effect occurs depending on what angle you are looking at the columns from, and they change as you walk by. As the sun sets and effects the light in the lobby, they change again, making the lobby an ever changing piece of art.

Lobby-gong

Got Your Attention? Yes. Good Ad? Shamefully No!

Screen Shot 2014-03-11 at 10.22.18 AMSometimes companies go to far outside-the-box to get people’s attention. Yes, you can show something something funny that gets attention, or  tragedy to scare your potential customers into needing your product or services – but if the image and punch line don’t relate to your product – people won’t remember what you are selling!

The above Altoids ad does so many things wrong. 1. The product is too small (no pun intended).  2. Though the image is shocking and humorous, is that how you would want customers to remember your product? 3. Guilt by association: It’s now shameful to use Altoids?    4. A teenager in his underwear on the bed? Really?  5. The tagline: Curiously Strong? I’m not seeing anything here that looks strong.

Another point: You’ve heard the expression “guilt by association” – well it’s true! Even though you may think you are representing your competitors with an awful or dumb image of them, consumers will begin to associate those images with your company and products – not a good idea! (See above)

If you are creating an image to get people’s attention, make sure it has  a direct relationship to your product or service – as well as enhances your brand. What is enhancing your brand? The opposite of the above ad.

Don’t forget to click some of the sharing buttons below:

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3 Tips to Generate More Business

1. Volunteer to Lead an Organization.  Everyone knows networking is an important part of growing a business, but do you really make an extra effort to do so? Imagine if you served as president of an ???????????????????????????????????????entrepreneur organization and rubbed elbows and connected with the brightest minds in your market. There are also many philanthropic organizations that typically have the high-rollers of business on their boards and committees – another good networking opportunity to get your product or service known. Call today, right now, and inquire about joining!

2. Send a weekly email.  Mine your own customer base, as you are not the only one your customers buy from – but they could buy more. Make sure you stay top-of-mind with your customers with this easy idea: Write a bunch tips for your business marketplace or Marketing ideasmotivational emails ahead of time, and then schedule them to be sent out every Monday, and call it something catching like the 2-Minute Monday Motivator. Everyone needs a mental break on a Monday, and if yours takes 2 minutes or less to read, they will look forward to your email advice every week.

3. Give your stuff away. The goal is to create a buzz. If you sell bagels or ice-cream, just put an ad in your window saying free coffee Screen Shot 2014-03-10 at 11.26.25 PMor free ice-cream – anything to get people to walk in and sample your product and they will tell their friends about it.  Have a product you want to get into a store? Try a framers market and give away samples and have the phone numbers of local stores that would carry your product, and ask the people you are giving the sample to call right now and ask for the manager to carry your product. Then show up at the store with your product – they will remember getting calls for your product.

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Create Inexpensive and Professional Looking Videos for Websites and Blogs

website videos: How toWhat are the best videos for social media? Of course the one that goes viral, is clever, entertains, demonstrates unusual skills, etc., but what if you or your customer is an engineer, lawyer or accountant? What if they just want to show off their new offices, or they are to busy or camera shy to talk about their services?

Website marketing video
Click on this image to play the short video.

> How I shot this video in 20 minutes: Shot still photos of the office in natural light, wedged my tripod into an office chair to use as a dolly track to get the motion and eliminated involving busy attorneys by just doing a voice-over.

    Equipment: iPad, tripod, an office chair with wheels, iMove       on the Mac and a microphone for the voice-over.

Video for Tampa Bay Machining> This video is shot on an iPad and edited in iMovie – an inexpensive way to create a video for your website. The dolly movement was done by putting a tripod on a delivery cart (and making sure the wheels were clean and didn’t squeak.

Note: I recommend creating a consistent branding approach by creating the same title image background and the same intro music that becomes recognizable to the brand.

Stay tuned, more types of video examples to come …

Please click the heart and share buttons if you want others to think you are clever.

Personal Branding: Part 1

If the opportunities you desire are not coming to you, it could be because of your personal brand.

What? My personal brand? Yes, a personal brand can be equated to that of products you buy or services you purchase. For example, if you love a designer and trust their brand, you are likely to continue buying their products. From an experiential aspect, people distinguish you through their thoughts, feelings, perceptions, experiences, attitudes, and so on – those impressions become linked to Your Brand. When adding up all points of contact with the brand, that is known as the brand experience. What is your brand experience with others? How do your friends, co-workers, customers, and partners or spouse identify with you?

Four types of relationships that are important to your brand:

Greer-Branding-1 1. Friends. Most people like to be included in social engagements, and not be left out. If you desire close and trusted friends, or want to be accepted by the social circles of your choosing – then how your personal brand is perceived will provide you with either many options, or very few. “Good friends” can help you. The world is full of positive energy people who want to help others – and it’s important to get connected with them.

2. Co-workers. If you are in the business world, you know how important networking and relationships can be – they can either propel or sink your career. If your personal brand is projecting weakness, lack of commitment, or not being a team player, then negative-based co-workers will jump at the chance to make you look bad, thinking it will make them look better. Yet, if you are supportive of others, and create success, like-minded people will be drawn and attracted to you – and they will help you succeed.

3. Customers. Everyone has customer-supplier relationships, whether it’s from products you personally make or sell, to internal customers at your company, to vendors or teachers you associate with at your child’s school. Is there an extraordinary experience between you and your customers or vendors? Are you being the best you can be and encouraging others you deal with to be their best? Sometimes you don’t have a choice of who you have to interact with in certain circumstances, but if you walk into those situations with an air of confidence, positive energy, listen and are respectful of the other person’s position, you might find that those difficult to deal with may ease up, because they respect your brand.

4. Associates. Reliability and trust is paramount in any type of relationship, from business partners, to spouses, to soccer-mom car pools. The people you associate with many times put their lives and their families’ lives in your hands. Do you trust their personal brand, and they yours? You can rebuild trust if it has been broken; but be patient – as it takes time, commitment and good communication to change the perception of your brand.

Shopping for the best brands. Imagine you are shopping in a unique store that lets you select new friends, co-workers, ideal customers, vendors and those you would like to associate with. Yes, I mean choosing the types of brands (people) you would select in each of the four relationships mentioned above. Now turn the scenario around, others are in the store shopping for the best-of-the-best. Would you be their first choice, or for some – a choice at all? “Top-of-Mind” is the first choice of a brand that pops into a consumer’s mind. For example, when someone is asked to name a type of facial tissue, the common answer is “Kleenex,” which is a top-of-mind brand. Are you the top-of-mind brand of your friends, coworkers, customers or associates? Think about it.

The next blog will cover Four steps to help you become the top-of-mind choice.

Though this blog is about developing a personal brand, many of the same principles apply to a company brand. If your company needs help with that i can be reached at: ggreer@tampabay.rr.com or at http://www.3dbgroup.com

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