TOTALLY UNCORKED ON MARKETING

Elaine Fogel

Welcome!

Elaine Fogel caricature

Thanks for dropping by! If this is your first visit, I hope it will be one of many. And if you’ve been here before, thanks for coming back!

I love sharing my passion for, and expertise on marketing, branding, and customer experience. I really hope you find my content valuable whether you work for (or own) a small or medium business, work (or volunteer) for a nonprofit organization, or simply have an interest in learning more about marketing topics.

Take a look around. No cost to explore. 😉 Feel free to get in touch with any questions, observations, or feedback you have. I always welcome new ideas and topics.

With the gazillions of blogs out there, I really appreciate that you’ve taken the time to visit mine! So, thanks a million!

To your marketing and branding success,

Elaine signature

 

 

How to Beat the Demand for Longer Blog Content

frustrated woman using laptop

If your business or organization has a blog, then you’ll want to know what your readers want:

LONGER CONTENT!

The annual Orbit Media Studios survey of 1055 bloggers demonstrates that the longer your blog post is, the better results you’ll get. The average blog post this year is up 19% over last year to 1054 words! Now, that’s a lot of research and writing.

Length of typical blog post graph

And, the percentage of posts that are 500 words or less is half of what it was two years ago!  Continue reading

5 Reasons I’m Grateful to Live in the U.S.

Thanksgiving scene

2016 Update: I wrote this six years ago, before I became a U.S. citizen. After re-reading it, I discovered that my sentiments haven’t changed much so I only made minor revisions to it.

It’s almost Thanksgiving Day in the United States, so I decided to focus on what makes me grateful to live in this country. Sure, I complain about many things that bug me…like the political divisiveness that stymies important governmental decision-making, and the sometimes brash “cowboy” approach some Americans can take.

There’s no perfect place on earth and that’s why it takes each one of us to improve it.

With my glass half full, here are the 5 reasons I am grateful for living in the USA: Continue reading

Are You Delivering Your Desired Brand Experiences?

brand puzzle

One of the key indicators of branding success is how customers experience your brand. If their brand experiences don’t match your brand promises, the disconnect can truly hurt the brand and the organization’s ability to reach its strategic objectives.

A 2016 study by the Chartered Institute of Marketing in the UK gives us insight into the relationship between senior leaders and the brand, employees and the brand, and customers’ brand experiences and the brand promise.

Here are some findings from the Brand Experience Statistics report:

The Good:

  • 75% of respondents believe that brand positioning and values are always a consideration when making major commercial or organizational decisions
  • 77% believe their senior management team have a high impact on the delivery of their brand promise through customer service

The Bad:

  • 67% believe leaders think brand is about communications. 😒
  • Only 37% believe all employees understand their role in delivering the brand promise.
  • A little over half (55%) believe their internal brand culture is aligned with external brand values.
  • Less than half (48%) of marketers say they consistently measure brand, customer-related and non-financial metrics of success.
  • Only a third say brand performance and metrics are regularly discussed at the most senior levels.
  • Only 43% feel employees understand the vision for the organization and brand.

My take

I thought that organizations would be further ahead in their brand experience work in 2016 than in years past. What this report demonstrates is that we still have a long way to go.

One major area for improvement lies with senior management. If 67% of respondents believe that their leaders think brand is about communications, that’s a big problem.

A brand is more than its logo, look, and colors. It emanates from the mindsets, attitudes, and behaviors of anyone and everyone involved in it. And, since success depends on its brand reputation, it’s critical that you do everything possible to ensure that your customers’ experiences are amazing.”
Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel

Any organizational change begins at the top. There’s no point in developing employee brand standards and branding workshops if senior managers aren’t part of it. Senior leaders must role model brand experiences internally before they can do it externally.

If there’s no internal branding program, where internal customers (employees) feel the brand love and promise, then how can we expect them to deliver on the brand promise to external customers? To me this is a duh!

Internal branding is more than promoting a company’s brand to its employees. A brand is really a reflection of the internal organization’s culture and activities. The brand must be incorporated from the very top to the bottom and woven throughout the entire organization, including organizational vision, mission, identity, objectives, strategies, training, work style, employee interactions and even in its facilities if it is going to be able to deliver quality customer experiences.”
Rodger Jones, Bader Rutter

Believe me, I’ve worked on the “inside” where I did what I could to enlighten staff about branding and their role in “living the brand.” But, my fellow senior management team members did not attend my sessions. I suppose they thought they had a good handle on it – which they unfortunately did not.

Once senior leadership is on board, it doesn’t end. There must be a continuing focus on brand experience measurement and discussion at the top levels.

Engage employees in the brand and provide them with ongoing training to help them learn about the brand and their roles in brand promise delivery. They need to incorporate it into their daily activities every single day.

The marketing department has a responsibility to monitor the brand and enlist influential staff to serve as brand advocates. Following brand standards and guidelines, including brand behaviors, are important to improve and sustain customer (brand) experience results.

Do your organization’s brand experiences match its brand promises?

How are you delivering your desired brand experiences?

brand experience infographic

3 Practical Holiday Gift Ideas Your Customers Will Appreciate

 

holiday gift

In case you haven’t noticed, the holiday season is approaching – quickly! Before you know it, you’ll be mailing greeting cards and giving gifts to special customers. But, have you figured out what you’re buying for them this year?

It doesn’t have to give you anxiety or keep you up nights. So, let’s take a methodical approach.

Here are some things to consider before buying holiday gifts:

Continue reading

What are Your Reasons to Unfollow Tweeps?

Twitter bird saying, "Bye, bye."


Periodically, I do a Twitter audit to see which tweeps I want to unfollow. There’s no point clogging my feed if I find them unworthy. 🙄

So, how do I decide who to unfollow?

Continue reading

1 2 3 154

GET THIS FREE!

Holiday Gift Giving Guide cover
Beyond Your Logo book cover

I CONTRIBUTE TO:

SmallBizClub
Business2Community Badge
Kingged-com-Logo
MarketingProfs-Logo

MY COMPANY:

small business printing ad
Visit my marketing bookstore

VENDORS I USE:

iPHOTOS.com

Get 10% off an annual subscription by using this code: FOGELP16

BLOG POSTS

CATEGORIES