Tag Archives: marketing communications

Shameless self-promotion

13 Apr

It’s been a while…the muse had left town and I was a bit busy promoting other businesses. However a recent incident reminded me of the importance of ‘self’ promotion.

That self is in inverted commas for a reason – because self is also your business.

When you’re a 1-woman-band then it’s one and the same. I was so fortunate to parlay my shameless ability to self-promote into successfully promoting 4 editions of the Affordable Art Fair Amsterdam – and now as I need to once again promote the brand Kris Clark I have been pondering ‘self’ promotion and once again astonished at how many small businesses do not see marketing themselves as a key thing to do AT ALL TIMES.

I can’t ben sweet and nice about it – MARKETING IS IN EVERYTHING. If you build it they will not come! You need to promote. Always promote. Not random PR posts, not sporadic news and definitely not ”we’ll get the marketing intern on it’.

How do you expect clients to find you? The virtual world is just like the old fashioned brick world of the high street. If people don’t know who you are, what you do and where to find you they won’t. And you can never rest on your laurels of yesteryear.

Granted it is a bit scary – and typically the Calvinistic north or Europe isn’t very good at blowing their own trumpets.

Luckily <insert shameless self-promotion here> there are some mighty good consultants such as yours truly out there to help.

Remember to market internally…

12 Apr

We spend a lot of time working on our external shell – how the world perceives us, our products, our services. We think about our corporate vision, branding, website, letterhead, signature etc. We are very polished in marketing ourselves externally. But how about internally? My friend and former colleague Hank Poot wrote several posts on Linkedin about the engaged employee and the actual loss in profitability by companies by people who ”just do their job”. I say take it one step further  – and people this isn’t news – make sure to market yourself internally. All those great values we write down in value ladders and pyramids, do all of your employees know and embrace them ?  Do we take time to engage them in the process? In understanding what it all means and confirming that they are behind it? Do people understand what a touchstone is and why the values are something we need to test everything against? No is usually the answer, but often and even more sadly, because management and the marketing department didn’t bother to think about selling internally.

Years ago I was at an ad agency expecting a foreign delegation of one of their biggest clients, they meant to request that employees kept in mind that this famous sport shoes brand was visiting the next day, and be sensitive by not wearing their outright competitor’s brands. Turned into a Catherine the Great kind of atmosphere. Why? Aside from the fact that if there is one thing a Dutchman hates being told is that he has to not do something – it’s also because they were not engaged with the brand they worked for. They didn’t know the values/marketing behind it. It was a fun place to work, won some great awards but at the end of the day it was a paycheck.

So market to your internal clients as well…

What is intellectual property?

7 Aug

Was recently working with a local small team creative company. They wanted to discuss the budget (as in wanting more) and said ‘but what if we sell our idea on internationally’. We then had a discussion about when is an idea still the idea? I’m always surprised about how people mentally change rules to fit their own situation. When we don’t want to pay international rights we simply claim that it’s a local market and no-one would know but when we want something suddenly even the prepositions are claimed as part of an idea. Once upon a time, way back in school, I studied copyright law and also I have spoken to a lawyer and copyright agency in recent years about IP. I would suggest that everyone who works in marketing communications positions understands this and stays updated or at least asks clever professionals like trademark agencies for advice.

Long and short a) in the world of the interwebs it is impossible if you post something to not have it stolen – provided that it is good b) simply changing the colors of an artwork does not make it your own version and therefore copyright free c) it is not necessarily an infringement on IP if someone uses a different visual, different typography and a slight change in the words d) however if you deliberately change something only slight to lend the idea that the consumer if looking at another original it is an infringement and most of all just because something has appeared  on YouTube, TV or been played on the Radio does not make it rights free.