alexander city

Jimmy Plan Marketing

I worked in strategic crisis management for about 6 years.  I wore many hats in addition to my marketing role and had several bosses.  I learned so much in those six years about business and personalities.  We worked with a who’s who of companies and we did a variety of things for our clients.  One of the things we were called in to do, often, was to give an expert’s eye to a company’s strategic crisis management plan and to test the client and their teams with various sorts of exercises. 

One of my bosses during my tenure there was a very colorful fellow and one of his favorite sayings was “don’t get caught with a Jimmy plan.”  The client would almost always ask what in the world is a Jimmy plan and his response would always be, “A plan that Jimmy from down the hall says is a good plan.”  Obviously, in that scenario and in my current role I am trying to engage with clients and potential clients and sell them services, but I think that his quip is brilliant.  A lot of times we get so focused on our core business that we forget that it has to translate to the general public.  Having an outsider take a look at your marketing plan is never a bad idea.  Fresh eyes generally see the strengths, but can also point out the weaknesses or tell a business owner how the target market may see their messaging both in good and bad ways.  We have all seen horribly executed advertising or messaging and scratched our head and said “what were they thinking?”  Allocating a portion of your marketing budget to getting outsider feedback can help a business owner to avoid costly marketing mistakes. 

Lemonade Social wants to work with our community business owners.  We can, of course, be your entire marketing department or we can consult with you to make the most of the plans that you have developed yourself.  Give me a call and allow us to assist you in developing a marketing plan that not only guy down the hall thinks is great, but that allows your business to effectively engage with our community.

May God Bless America!

This is one of my most favorite weeks of the year! My kids and I spend the week leading into Independence Day on Lake Martin and my husband joins us for the holiday. My family has had a home on the lake for almost 20 years. John and I got married here in 2009 and my kids love being at Mimi’s and Papa’s house. Every year I am reminded of how we lucky we are to live in our great country, but this year I feel especially blessed.  During my 16 year career, I have spent 10 years working in small businesses.  This year I am creating something that is not only a career passion of mine, but I am working with business owners who have turned their passions into viable enterprises.  What could be more of an American Dream?

There is a huge “shop small” movement going on across America and the statistics are telling.  According to the American Independence Business Alliance, "More than one dozen studies over the past decade show locally-owned independent restaurants re-spend twice as much per dollar of revenue in our local economy than chain restaurants. And independent retailers re-spend more than three times as much of each sales dollar locally compared to their chain competitors. That adds up to a huge difference in creating local jobs and local wealth." 

This year while I am eating barbeque and watching fireworks, I will also be reflecting on how great it is that we live in a country where those who start small businesses can truly make a difference in our communities.  From sponsoring little league teams and breast cancer walks to supporting local chambers of commerce that give members the resources to thrive, small businesses not only fulfill the dreams of the entrepreneurs that run them, but they lay the foundation that give our communities their identity and their life.

 From my family to yours, Happy Independence Day and may God bless America!

But We Have Always Done It This Way

I love traditions. I picked my mother’s and my great aunt’s silver pattern and my grandmother’s pearls are probably my most prized possession. That same grandmother used Palmolive to wash dishes and I have a big bottle of the green stuff under my kitchen sink. We have had turkey and dressing for Thanksgiving and Christmas all of my life and I intend to serve that menu for the rest of my days. I like traditional worship, I still wear panty hose and I like antiques. Almost everything I do in my life from how much allowance my 5 year old gets to what brand of toilet paper I buy is grounded in tradition. So why is it that the following 8 words….But we have always done it this way… stop me in my tracks when I hear a business owner or executive say them? Because being grounded in tradition is one thing, staying in a rut is completely another.

The world of marketing and public relations changes on a daily basis. I was at a meeting today of the Lee County Chapter of the Public Relations Council of Alabama. Two young women who are recent graduates of Auburn University presented their Campaign Class project to us. They worked with Fox Sports U and NASCAR to create a campaign to engage the coveted 18-34yo market using primarily social media. Out of several proposals, theirs was chosen to implement. I cannot do the full project justice, but a brief synopsis is that NASCAR is currently followed by mostly 44-67year old men. NASCAR and Fox Sports U see that they have to expand their audience and they have to remain cutting edge on their messaging to engage new and younger fans and viewers. While I was sitting listening to these bright, young women it struck me that tradition has a place in marketing and PR. Tradition in marketing, advertising and PR is your brand. It is the core of who you are and what your values are. It does not change often, if ever. How you relay that message and educate people on your brand is what has to be dynamic and changing with the times. NASCAR stayed true to their culture and who they are, but by working with these students, they added another way in which to reach viewers and potential fans. They did not let “but we have always done it that way” lead the way to complacency and lost revenue.

I worked for a small consulting firm for years beginning in 2002. We did not have voicemail for almost a year after I started. The COO was terrified that clients would see voicemail as a move to be less customer service oriented and excellent customer service was a core value that was measured at this firm. What she did not understand was that people were so used to voicemail by that time that they were hesitant to leave messages with a live human for fear that the nuance of the message may be lost or it may not get to the intended recipient. Because she had always taken hand written messages and dug her heals in so deep, she failed to consider how the person on the other end of the phone felt about voicemail. She wanted to maintain her core value of excellent customer service, but was not considering that the perception of what makes customer service great had changed over time. Business owners have to honor the traditions that work for their enterprises and further brand awareness, but they must also be willing to try new ways to reach clients and potential clients. If Lemonade Social can help you stay true to your traditions, while exploring new ways communicate your core values, please let us know!