For a 21^st century person, it’s virtually impossible to escape “take action” commands. Whether through TV or print ads, mail or online, we are often told to act now or act fast or act often or all of these things. But this is not always in our best interest.

A few years ago, I sat in a plush corner office and tried to convince a college president it was time to join Facebook. The discussion was loaded with skepticism, but I came away with permission. To date that college has hundreds of Facebook followers as well as dedicated posters and bloggers. All these things would have happened someday, but we were past the point of wait and see.

Google+

Time will tell, but Google+ increased its membership in force late last year and into this one. It has surpassed fifty million users, so it may be the next social media giant. It might be the time for companies with savvy and workers tasked with social media duties to test Google+. Why not? It’s important to stay ahead of the curve, as vSA itself is doing by exploring this new offering and gauging benefits and drawbacks for clients. However, vSA is a strategic communications firm, and knowing how best to communicate, so we can support our clients, is our job. We often stand out as early adopters – on the “bleeding edge”, so to speak.

For the B2B companies that comprise most of our client list, we recommend a more measured approach.  Even in our response-oriented, clickable world, the best approach is sometimes to wait and see. When taking Google+ into consideration, we should remember the many social media failures. Ping, Yahoo! Buzz, Tickle, and MySpace are among the near-forgotten names. And Google had its share of stumbles as well with Google Buzz and Orkut. It’s also important to consider that Facebook and Twitter are already evaluating and potentially adjusting their strategies in response to Google+.

Google plans to benefit from its social media project by using Google+ into its searches. That’s getting ahead of itself, isn’t it? Google has received much criticism for this because its service hasn’t reached critical mass. My personal social media involvement started out with a wait-and-see approach, and maybe I was playing coy. Hundreds of millions of people use Facebook and Twitter regularly, but new social media competitors, variants and poseurs reveal themselves often.

So, what to do about Google+? It depends on your industry and the resources you have. It’s easy to spread resources thin across many platforms, and that’s not a viable approach. Keep in mind that the best strategic social media strategies incorporate frequency without annoyance, consistency without undue repetition and relevance in all communications.

… so we might as well learn something.

Who said it best at the Florida Republican debate this week? Was it Ron Paul, who when asked about his opponents’ investments, said, “That subject really doesn’t interest me a whole lot”? Or Rick Santorum, stating that Newt Gingrich consulted with industry and Mitt Romney made a fortune. “Leave it alone. Focus on the issues”?

Whether you like Paul and Santorum or hold them in low esteem, they are right in this case.

The many instances during which Mitt Romney and Newt Gingrich snarl and sneer at one another as the race heats up waste the public’s time… but are also a good lesson for any business marketer. B2B marketers can typically assume that their prospects are reasonably intelligent at the least, very busy and probably stressed. B2B prospects tend to resent having their time wasted. (Does that sound like you and me as we follow the Republican hopefuls?)

Business marketers must recognize that shedding light, not heat, will best propel their agendas forward. The B2B equivalent of serious discussions about federal spending, tax reform and foreign policy is communication that responds to the very real concerns of constituents – such as facility managers contrasting retrofit opportunities with those of building anew and companies assessing how best to adhere to safety regulations while increasing manufacturing productivity. That’s meaningful, similar to hearing the candidates go into detail about what types of economic reform will stimulate this still sluggish economy… and why.

Less productive in B2B marketing campaigns? Simply stating that you are better than the competition, relying on the ability to outspend the competition – or touting the features and benefits of your offerings without specifying exactly why your prospect will find them useful or superior to competitive offerings. (Okay, in fairness to 2012 presidential campaign politics, the men left standing in this primary do attempt to speak in substance, but their sniping – including Gingrich’s increasingly strident insistence that Romney is a “liar” – tends to drown out the important discourse the public needs to hear.)

We’ll be listening… not just to the primary but to the full presidential campaign, and (here at vSA) to our business clients, many of us hopeful that whatever the nation decides, in 2013 we’ll be having a serious conversation about what needs to be done to keep the U.S. strong and smart… and then seeing serious action to make it happen.

After all the campaign marketing we’ve heard so far and will continue to hear, citizens (like customers) deserve to see promises kept. This is true in politics, and true in business. Every constituency is best served when we demand and deliver authentic communication about issues that matter… and then follow through on promises made.

Nearly every one of our clients voices this one goal at some point: to make its website a vibrant, up-to-date representation of the organization’s offerings, vision and brand. The good news is that it is getting easier every day to do just that, even for companies with not-so-expansive marketing budgets and limited staff time and technical know-how.

There are several increasingly popular development platforms that allow companies and organizations to be nimble and to easily take advantage of useful capabilities including generation of e-news bulletins, and creation of charts/tables, surveys, event calendars, and a whole lot more.

One of the website development platforms van Schouwen Associates increasingly uses for clients who want broad capabilities and simpler self-management of their sites is WordPress. It is an especially good choice for any website the client would like to update in-house without needing a trained Web developer for everyday changes.

Optimally, the development process itself involves using Web development pros: In our case, van Schouwen Associates builds the site (planning, design, writing, programming, installation of tools/plug-ins, and often some admin training for the client). If the client desires, we then hand over the keys – and assure the client that we’re here anytime they want support or to further expand their site’s capabilities and scope.

Will WordPress be a good platform option for your next website?

• As of August 2011, open-source WordPress powered 22% of all new websites. According to BuiltWith (a firm that monitors internet technology trends) WordPress is the most popular content management system (CMS) on the internet. It’s not just for blogs anymore!

• Open source means frequent updates – so your site can stay up-to-date and browser compatible.

• WordPress provides design templates, but developers can go well beyond these, and a WordPress site can be elegant and highly customized. It does not have to scream “I am WordPress.” At all.

• The site can integrate any of a multitude of custom plug-ins to expand its functionality… from events calendars, survey capabilities, table and graph development, and email/newsletter delivery to… well, you name it.

• Non-web developers will enjoy the WYSIWYG editing previews (what you see is what you get); including WordPress’ image upload and editing capabilities – scale, crop, rotate… done.

WordPress is certainly not the only such tool to facilitate ease of website management – but it is one great option to explore. If you’d like to talk with us about your website and related communication needs, we would enjoy discussing this and other development options to create a strong, dynamic and ultimately successful website.

Why is most bank marketing so dull?

There are several reasons.

The best marketing differentiates: Banking is heavily regulated, so most banks offer pretty much the same services and products. And that shows in conventional bank marketing.

The law of supply and demand influences the level of excitement any company can generate: How many banks are within a five mile radius of your business or home? How many more can you access and utilize on the Web? So much for being the only game in town.

Marketing for which you could swap out one company’s name and replace it with another’s is lame. But banks do it every single day, because it is genuinely hard to say something unique.

It doesn’t have to be this way. Here are tips for better bank marketing in 2012…

•Speaking the truth about what people and businesses are facing, what they need and what really matters in their banking relationships can indeed help.

•Researching customer and non-customer needs and impressions of your bank is well worth your while.

•Having the nerve to confront your competitors’ missteps (charging for debit card use is a great example) is worth considering. Their mistake… your benefit.

•Being upfront and out-front about what actually differentiates your bank matters. To go a step farther, make some changes that DO differentiate your bank. Stay open late! Offer personal and private banking. Help customers avoid fees. Provide out-of-the box products – it IS possible even within the bounds of this regulatory climate.

•Focus your messaging more than ever before. Katelyn and Justin, age 26 and newly living together have different wants and needs than Esther, 69 and on her own for the first time ever. Or John, saving for his daughter’s education and hos own retirement… while paying two mortgages. Or Charlene, striving to grow her software development start-up. These differences call you to use micro-marketing including new methods of interactive and social media outreach to speak WITH your prospects and customers in an authentic voice. And to hear what they have to say as well.

•Newspaper ads and stuffers may be fun, but are not the way most new customers will be won. Not anymore. See above.

•Use your online banking portal to cross-market, but don’t go overboard. When people want to pay a bill online and are deluged with less-than-relevant pop-up ads or in-portal “personal” emails that turn out to be globally issued sales messages, they turn off.

•Most of all, banks must SERVE a new world. Sorry to bring this up, but banks, especially large ones, have lost the public’s trust and need to regain it. Walk the walk, providing the services customers need and the honesty they deserve. Then talk about what you do – and your customers and influentials will too.

Northeast Treaters transforms 35,000 square feet of roof into a solar photovoltaic power plant.

We’re accustomed to absorbing discouraging news in the national and regional press. Teeth-gnashing politics, tear-gassed protesters, sex abuse scandals, devastating storms… we need to know.

News for trend trackers

But there is more to the news than imminent doom. There’s problem solving. van Schouwen Associates’ team provides client media relations, so our relationship with the news involves dealing with the nuts-and-bolts (and electrons and microchips, etc.) of business trends and challenges. When a company engineers a way to deal with a business or environmental challenge or harness an opportunity, talking about it in the press helps effect change.

This time, a client is harnessing sunshine.

We’re working with client Northeast Treaters, which has good news stemming from a forward-thinking project. Belchertown, MA-based Northeast Treaters has developed a 35,000 square-foot solar photovoltaic plant that generates 80 percent of the electricity used by the company. It was built by local and regional workers, with materials from the region and the U.S.

Local green jobs, local green energy.

Last week’s open house to celebrate the solar endeavor drew customers, influentials and the media. The press so far has done the project justice, and we extend our appreciation to Springfield, MA NBC affiliate -Channel 22, Springfield, MA CBS affiliate Channel 3 and The Republican (among others who will create a story about the project) for taking the effort to highlight how one company can make a difference in the local economy and to the environment by putting action behind its commitment to both.

Isn’t it great to see good news for a change?

Icon from the AMC show MadMen

You might be surprised. You’ve worked on your company’s SEO and are feeling pretty good. (Or moderately good.)

But hang on a minute… you may be missing something.

Take our own firm’s experience as an example. Differentiating a marketing firm in a few words (e.g. search terms) can be surprisingly difficult. Standing out in online search engines from the four zillion competitors within Western Massachusetts (even just greater Springfield) is an ongoing, albeit fun, project.

One reason? The search terms people use to search for a firm like ours are not always words vSA would first or ideally use to describe itself. In MadMen days, a firm like van Schouwen Associates was almost always called an advertising agency. Despite the fact that now vSA provides value through more holistic business-to-business (B2B) strategic marketing including interactive, public relations, media relations and a whole host of other stuff that is more effective than ads alone, we find that many prospects still type in the search term “advertising agency” or “ad agency” when they Google. Even though they don’t want 20th century-style straight-up advertising, but instead maybe a grassroots communications program, or eblasts or consulting. Even though they may be searching for what vSA does.

Do you know what search terms your missing prospects are typing in – and then finding your competitor? There are many tools you can use to find out – or, hey, just ask your “advertising agency”!

Has CERN detected a particle traveling faster than light speed? If so, it could change the world.

A client commented wryly the other day that the Web as an informational resource is a mixed blessing. Like many other technologies, light-speed access to information has accelerated the pace of business and, much like the evolution from from courier to FedEx to fax to email and beyond, has created higher expectations all around. Ready access to information has made thorough competitive research easier… in fact, it has also made it imperative. This is how a new opportunity transforms into a baseline expectation. Everyone has the same opportunity and so doing business becomes more demanding than it was in more blissfully ignorant times.

Twenty six long years ago, when van Schouwen Associates opened its doors, competitive research (especially for smaller to mid-sized client firms whose budgets had their limits!) was typically a drawn-out and inefficient affair, depending variously on resources such as customers with opinions, loose-lipped sales reps and slyly procured sales literature and price lists. Information was often scanty and in some cases dated or seriously imprecise. But oddly, life was easier because the bar was set lower. We didn’t intend that; we weren’t lazy. It was just the way things worked.

The challenge today is that, with the exception of not-yet-released products that have been developed with dedicated attention to secrecy, it is possible to find out a great deal about other peoples’ products and services, marketing messages, pricing, and the strengths and weaknesses of any competitor’s offerings. It is often easy to reverse-engineer technical products. Why? In part because it’s all on the Web.

Well, nearly all of “it” is on the Web. A frequent discussion the van Schouwen Associates team has with its clients involves what to include and what not to include in that very public forum. There are several layers of potential privacy clients can employ, including:

No privacy: Placing material out in the public arena online

Moderate privacy with potential for leakage: Offering material protected by passwords (often permission-based passwords with expiration dates and renewal requirements)… plus additional layers of security

Higher privacy but not perfectly secure, just ask Congress how leaks happen: Material that isn’t put online anywhere, period.

Today, companies typically have (or should have) vast information about their competitors and their market opportunities. This is excellent.

Vast knowledge (or access to same) has also made business all the more challenging even as it presents clear new opportunities.

At vSA, we (and of course, our clients) know – more than ever before – exactly how high the bar has been set. So does anyone else who cares to look.

Result 1: Increasingly, products developed with insufficient regard to what is already on the market FAIL where once they might have succeeded. Less competitive services do the same because the customer’s process of finding a better deal – the best deal – is pretty easy. Just Google and go.

Result 2: We expect that this universal access to competitive information will continue to yield impressive improvement in business innovation. Innovators and marketers have to work harder… and harder… and smarter.

Thanks for the downgrade! A banner after vSA's own heart.

Damn the torpedoes. As president of a firm that follows the markets as well as economic and political news with a level of interest bordering on the obsessive, I recognize the downside of short-term thinking.

For example. Today: “The markets are sinking again! Egad! What does this mean for business conditions? Should I edit vSA’s 2012 budget planning?”

Uh, not so fast. In fact, with threatened double dips (sorry, these are recessions, not ice cream servings) coming as frequently as thunderstorms in summer, vSA has undertaken an ever more aggressive approach to business development and growth. Perhaps some of what is working for vSA can be of benefit to other managers and entrepreneurs – so here’s the executive summary.

vSA premises:

•In even the shakiest economy, some companies continue to forge ahead. These must be our clients. This means two things: vSA must be sufficiently effective that its clients see increased success based on our partnership. And vSA must select clients with the attitude and aptitude for success.

•Businesses must spend money to make money. Period. However, businesses need not waste money. vSA runs a tight ship but does not hesitate to invest in tools for growth. We look for the same mentality in our clients.

•There are an array of “sweet spots” with which any company worth running can make a major difference for its clients. Play to those. Here are just a couple of vSA examples as you consider your own sweet spots.  vSA can be a tremendous boon marketing for B2B companies who sell to specifiers, building management, engineers, contractors, designers, and/or architects. vSA knows Gen Y – especially when it comes to its preferences and aversions in banking and finance.

•A positive let’s-win-today-and-every-day attitude toward business, sales and marketing is the only approach that makes sense. Economic shock waves are not going away anytime soon.

It’s the dog days of summer, but there will be no lolling about here.

van Schouwen Associates has a career opportunity available… for the right person. We want a strategic communications professional to join our writing and PR team. WELL, you may say, that should be an easy position to fill.

Nope. In fact, looking for the right person to fill this job opening gives the existing vSA team a new appreciation for what we do every day. And it gives me a new appreciation for the team we have. The job opportunity requires a person who can:

-Face undaunted the task of QUICKLY learning to communicate intelligently about client specialties that may range from geothermal engineering to patented building supplies, aerospace quality management to investment planning for the wealthy.

-Write like Ernest Hemingway about said topics.

-Edit like… oh, I don’t know, A.M. Rosenthal?… about said topics.

-For media relations initiatives, pitch to diverse, extremely busy editors, employing a keen understanding of what each editor, each venue and each readership needs right now.

-Switch between topics, disciplines and client needs at a moment’s notice. And again. And…

-Genuinely enjoy working with clients who are smart, busy, facing pressures and deadlines of their own, and who trust vSA to create and implement strategic marketing programs that perform… programs that perform extremely well, no matter what the climate.

-Come up with great program ideas and innovations for clients.

-Work social media in B2B, financial services and other wilderness expanses.

-Work with the rest of us.*

Are you the one? Do you know the one? Be in touch…

*We’re fun. Naturally.

There was a time when emarketing easily blasted through the clutter. It was such a unique technique, curious readers clicked their way through marketing messages that landed in their in box. Eblasts are still among the sharpest arrows in our quiver, but with so many businesses all a twitter over tweets and making new friends online, let’s face it – content and design are determining whether you hit your target.

Let’s start at the top with a compelling subject line; it’s basic and obvious but not always done correctly. We recently sent an eblast on behalf of a client and the open rate went beyond 60 perecent; in the world of emarketing, a 12 percent open rate is average. The subject line was successful because it succinctly defined reader benefits. Customer interest was piqued and readers wanted more.

If you are able to make the first cut and avoid being deleted, be certain there is something of value when customers open your emails. Once upon a time the world waited to see what was inside the vault of famous Chicago mobster Al Capone. But after months of frenzied pre-publicity, when the door flew open the vault was empty. Don’t let that happen when business prospects trust you enough to open your emails.

Create eblasts that are content rich, informative and clearly add value to the reader by delivering information that helps them do their job more productively, efficiently and profitably. Make those benefits crisp, clear and compelling. No one has time for too many words.

Finally, package it in a format that is inviting and engaging. We recently designed an eblast promoting a client’s online, cost-saving calculators. The eblast featured a calculator and we used inverted numbers to spell marketing messages on the calculator’s display screen. You know – 4 and 5 look like “h” and “s” when you turn them upside down.

The calculator also included an “=” key that redirected readers to the client’s website. The open rate for that email was three times better than the industry average, and creativity was the key.

The blizzard of eblasts is blowing strong and blown opportunities are piling up. But if your messages and benefits are clear and creative, customers may come storming to you.