I guess it should come as no surprise that a number of very competent and credentialed franchise executives are considering where they are, where they want to be, and how to get there. Several friends in the industry recently contacted me to let me know that they were contemplating new careers. These are CEO’s and COO’s who due to the economy and circumstances beyond their control, find themselves looking for new jobs.
By reaching out they are doing exactly what they should be doing, using their network. Some are better networked than others. They already are on LinkedIn, Plaxo and Facebook. Others make contact the old fashioned way, they email their resume and call to follow-up. Where I can, I help them make another connection. For those not using online technology, I gently suggest they’d better get with the times.
Some are using this transition period to really think about what they want to do next. A couple very corporate types are contemplating starting their own businesses. I caution them that they need to think about the level of risk they are comfortable assuming. But, having started and sold several companies as well as having worked inside two of the largest agency holding companies in the world, I must confess that I prefer writing my own checks.
For those who are really examining where they want to be, I suggest figuring out their personal brand. We define a brand as who you are, what you do and why you are better or different. Identifying your personal brand is pretty much answering the same questions.
I had the opportunity last year to spend a few days on a houseboat in Kentucky with my YPO and WPO Forum. We used a workbook “Living On Purpose, How to plan your life and live your plan.” (It can be found online at http://www.StrategiaOnline.com.) The discovery and define process is very similar to defining a corporate brand.
The idea of total reinvention can be really appealing. I always have projects in the wings that could turn into potential careers, whether running an executive retreat or rehabbing old buildings. What I realize now is that all those interests come from the same essence – “transformation” – it happens to be the re:group essence but it is pretty much how I would define myself as well.
Finally, I wish all my friends the best of luck as they transition.
I have always considered myself very lucky and thankful to be where I am. But I also believe you make your luck by your attitude and openness to opportunities that are provided you. What is the saying…heaven helps those who help themselves?
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executives,
franchise,
job-seeking,
transition
As the Director of New Business and Account Director at re:group, we receive numerous Request for Proposals and Quotes (RFPs and RFQs) from prospective clients. Of late, we have noticed that they are becoming more arduous and less helpful in telling us what they are trying to accomplish. Following a particularly bad experience this summer with the Titanic of all RFPs, we vowed to tell prospective clients what it’s like to be on our side of the fence in responding to these proposals. So, here is our moment to wax poetic on the virtues of writing a clear and understandable RFP. Get the whole story.
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advertising,
branding,
general Tags:
ad agency,
agency search,
marketing partner,
proposals,
RFP
I’ve just returned from the IFA (International Franchise Association) Conference. Yesterday I moderated three roundtable discussions on the topic of Managing Your Online Brand Identity. We had lively discussion around a number of topics that pertained specifically to franchise and multiple unit retail operations. But, the most popular of topics related to any brand…
Consumer Generated Content. All of those people out there on the internet are talking about your brands and potentially shaping what others think about you. Each time, when the topic came up, there was an expression of concern around the table.
Why are we so scared when consumer generated content has been out there throughout history? Consumers have always talked to others about their brand experiences, and these discussions have always had an impact on shaping the brand. Why is it scary? Well, because now we don’t only tell our friends at the cocktail party on Saturday night or around the water cooler, we tell hundreds of thousands what we think with one blog post, review on a local search site or a video on YouTube. It’s going to happen whether you like it or not. So, stop being scared and re-adjust your thinking. Let’s get excited about the opportunity that it presents!
Consumer Generated Content (CGC)
C – Collect all the content out there that your customers and prospects are creating about you. Categorize it: Positive, Neutral, Negative. Take this as an opportunity to learn about what you are doing right and what you are doing wrong. Marketers pay top dollar for consumer research, focus groups etc. This is one huge ongoing research study and it’s free!
G – Generate a plan to engage. Who in your organization is most qualified to engage? Marketing, PR, Operations? Make it part of your routine. Do you have the bandwidth to do it yourself? Do you outsource? What are your rules of engagement? Be transparent and think “customer service.”
C – Converse. Join the conversation. Let’s take a negative review, for example. A customer has a bad experience. They are telling the world about it. Join the conversation. Guess what? You now have the opportunity to tell the world (and that customer) that you care!
Let’s get excited about the opportunities that Consumer Generated Content presents to your organization. It’s an incredible resource to help you manage your customer relationships, improve your product or service and to show the world that you are a brand that cares. Show them that you are part of the same open, honest and dynamic online community where they are so empowered to live.
What are you doing to manage your brand online? Share your story.
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branding,
general Tags:
brand monitoring,
managing your brand online,
online reputation,
social media,
social media monitoring
An effective presentation should be succinct, involving, engaging, enlightening and exciting.
How many of THOSE have you seen lately?
Check out this opinion page written by – surprise – me.
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effective presentations,
exciting presentation
Some Thoughts on Social Media and Social Media ROI
Lately I’ve been immersed in discussions about Social Media and figured it’s a good time to share my perspective. From a marketing perspective, the ultimate goal of Social Media, is to have a positive effect on business. Surprising as it is, this is sometimes debated. Some will argue that it’s all about the consumer and not about the corporation. Some will say that Social Media ROI cannot be measured.
I argue, that by approaching social media with the proper attitude – first it’s customer centric and about the corporation second, we can overcome consumer skepticism and be accepted into the community. This can provide the opportunity to connect to consumers on deep levels that other marketing channels have not been able to provide. The result: creation of brand advocates leading to a positive effect on the bottom line.
I look at Social Media as falling into 3 primary categories:
Participate in the existing conversation
· Listen
· Engage
Enter brands within existing communities
· Facebook, MySpace, YouTube, Twitter, etc.
Create your own conversation
· Corporate blogs
· Corporate communities
Social Media Measurement ROI
Okay, so you make the leap and figure that using social media could be good for your company. How do you measure it? Some argue that you can’t or don’t need to. Well, we’re in the business of doing business and we do things to have a positive effect on business, so let’s look for ways to make sure that what we do makes a difference.
This table is based on a model by Forrester Research.
(http://blogs.forrester.com/groundswell/2007/01/new_roi_of_blog.html)
Here we can begin to consider the value (ROI) of our Social Media efforts:
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blogs,
online community,
return on investment,
roi,
social media roi
Social networking is important these days. You can no longer just talk at your customers, you have to talk with them – marketing is a two-way street. People are more in control now, whether it’s researching the best hospital to choose or determining which car to buy. Business can longer exist without existing virtually, too.
But – and this is a big but – you must make sure that you use the most relevant tools, and fill that network space with content that is fresh, valid and useful. Otherwise, you’re wasting your time and your money. Linked In, Facebook, My Space, Twitter, etc. all have distinct values. Just as you would choose any medium, you should choose carefully.
It’s important to have a strategy, to know what you want to accomplish, to know which virtual tools can deliver your audience, and to present your brand in a relevant way. Otherwise, the big boom of the internet could turn into a big bust for your business.
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brand presentation,
business strategy,
social networking
“Downturn” no longer describes the economy. Free fall is more like it. So marketers are pulling back, hiding out and hunkering down. That’s what’s best, right?
Wrong.
History shows that businesses that market wisely can make lemonade out of a sour economy. Check out this article: www.regroup.us/povpapers/economic-downturn.html.
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general Tags:
economic downturn,
marketing,
reinvention
