Posts filed under 'Speakers' Books'
In the last of his posts as one of our special guest bloggers, Ted Demopoulos — who will be appearing at NEDMA ’06, It’s a Brave New World, the New England Direct Marketing Association’s Conference and Exposition, during the “Lunch with the Experts” session on June 15 – tells us what he thinks the benefits of blogging are for the non-bloggers among us…
Blogs have enormous benefits for non-bloggers.
Let’s be serious, most people don’t and may never blog. Many of you reading this may never blog.
Most inhabitants of the blogosphere don’t blog. But they keep reading blogs. Why? What are the benefits?
Blogs are an enormous and effective information source. I can think of many stories that the mainstream media didn’t get quite right, but that blogs did. Often these are admittedly in niche areas, but hey, we all live and work in our own niches!
I know a great sales guy – the kind you want to buy from because he doesn’t waste your time and is always trying to offer you value. He wouldn’t dream on calling on a company without doing basic blog research – reading any official company as well as non-official employee blogs, and looking for any recent mentions of the company and their products in blogs. He benefits from the blogosphere, and I don’t see him ever blogging.
One big company I work with has no immediate plans to blog, although I set them up to regularly monitor the blogsphere using tools like PubSub and Technorati to see what their customers are saying and they get a lot of valuable feedback that way, as well as keeping up on industry trends and sentiments.
Most people don’t write books, but a lot of us benefit from reading – probably everyone here. Blogs are getting a greater percentage of people to publish information, and that benefits both bloggers AND non-bloggers.
Ted Demopoulos’ professional background includes over 25 years of experience in Information Technology and Business, including 15 years as an independent consultant. Ted has helped start a successful information security company, was the CTO at a “textbook failure” of a software startup, and has advised several other startups. Ted is a frequent speaker at conferences and other events, co-author of Blogging for Business, and the principal of Demopoulos Associates. Ted also has an ongoing software concern in Hong Kong, The Arial Group, an Enterprise Risk Management solutions provider.
June 2nd, 2006
Today, Ted Demopoulos – who will be joining us at NEDMA ’06 to talk about both blogging and podcasting – asks what you’re going to blog about if, in fact, you start a business blog…
So, you’re starting a business blog. What are you going to blog about?
Obviously this depends on your blog’s goals, your business, and your target audience.
You do NOT need to blog on your industry, your products, or even anything related — although this is extremely common — but your topics need to be interesting to your target audience.
Maybe you are a manufacturer of Yellow Gray Widgets and you want to “connect” somehow with your target buyers (your planning had better be more detailed than just “connect with target buyers via blog!”). As we all know, Yellow Gray Widgets are horribly dull yet critical for many people.
A blog on Yellow Gray Widgets would probably fall flat on its face – yes, some people might use it for research, which is good, but it’ll probably have few regular readers or interactivity. Your proposed Yellow Gray Widgets material may be better suited for spec sheets, case studies, etc. on your corporate web site.
Who buys your horribly dull yet essential product? Hmmm…if you know, you can tailor your blog to their interests. Maybe your research has shown most of your buyers are male, between 20-30, and have an income of 25-50 thousand dollars a year. What is this demographic interested in? Maybe sports? Cars? Women? I don’t know, I haven’t done the research, but write “stuff” interesting to them.
Washing machines are pretty dull – especially when they work like they should. What did Whirlpool do, start a blog on washing machines? They could have called it “Whirlpools are Exciting!”
No, they targeted families – families buy washing machines. Whirlpool started the American Family series of podcasts, covering topics like “homeschooling,” “positive parenting,” and other topics of interest to families (note: podcast – think audio blog with a show-like format).
So, your blog needs goals, and that includes a target audience. Write for your target audience. And hopefully, you are one of your target audience and share their interests and passions! If you don’t, maybe someone else should be writing the blog.
May 31st, 2006
Here’s Ted Demopoulos once more, this time around on the worst type of business blog…
Driving to work naked and starting a Biz Blog with zero planning are similar. Both might start out ok . . .
“Joe, I heard blogs are hot on the news, and our competitor XYZ Corp has one. I don’t know what a blog is, but start one. NOW!!”
“Yes, sir, Mr. President! Right away”
NO NO NO. A blog requires planning. The worst type of blog is the “let’s start a blog” blog.
A blog needs to be part of your strategy, whether you are a mammoth multinational with a well thought-out corporate communications and marketing strategy, or just me, one person Ted’s Company.
What are the blog’s main goals? Who will write it? What will it be about? Maybe you should simply encourage employees to blog instead of starting an official company blog?
How will you keep legal, marketing and PR from turning your wannabeblog into a shiny and glossy “produced” non-blog like this one from Nike, that does NOT have most of the advantages of a real blog? Nice job, for a corporate marketing brochure, but not for a blog.
It takes planning. Not necessarily a lot, depending on the company or individual, but absolutely some thought.
May 30th, 2006
During the “Lunch with the Experts” session at NEDMA ’06, you’ll have the opportunity to sit down and chat with an array of top direct marketing pros – designers, copywriters, database marketers, production people, even a blogger.
Yes, Ted Demopoulos will be joining us on June 15 from noon to 1:15 PM to talk about blogging — and, also, podcasting. You can register to attend his session (and all the others, too) by clicking here.
Ted Demopoulos’ professional background includes over 25 years of experience in Information Technology and Business, including 15 years as an independent consultant. Ted has helped start a successful information security company, was the CTO at a “textbook failure” of a software startup, and has advised several other startups. Ted is a frequent speaker at conferences and other events, coauthor of Blogging for Business, and the principal of Demopoulos Associates.
Ted also has an ongoing software concern in Hong Kong, The Arial Group, an Enterprise Risk Management solutions provider.
For the next few days, Ted will be all but taking over the NEDMA ‘06 Conference Blog with a few great posts on, well, blogging. As another one in our series of our special guest bloggers, he’ll be weighing in on how he thinks you can use a blog to communicate more effectively with your prospects, customers and colleagues.
Ladies and gentlemen, Ted Demopoulos…
Blogging for Business
I’m Ted Demopoulos, co-author of Blogging for Business, and excited to be blogging here today, and very much looking forward to the conference.
But, as an intro, “Why do I Blog??” – simple, RESULTS.
I started The Ted Rap with a somewhat lame “interview of myself by myself” post. Literally with 24 hours, my placement in the search engines had improved greatly. The traffic to my website more than doubled in a month (sounds like an infomercial, and it’s even true!). I’ve also sold keynotes, consulting and training classes from my blog.
In one case a potential client called me back after reading my blog and gave me the job — skipping the “selection committee” and proposal process I’d been told to expect. He felt he knew me well enough from reading my blog and was comfortable immediately hiring me.
I spoke with an E-commerce consultant last week who told me that all 20 or so blogs he had started for clients recently had increased traffic and profits to their related sites. The BloggingforBusinessBook.com blog is a main part of promotion for my book as well.
“Big” companies are getting massive benefits as well. Microsoft is no longer a faceless 800 pound gorilla due to the efforts of Robert Scoble, Channel9, and many others. Companies are getting valuable feedback from their blogs - often far better than from “focus groups” and surveys.
Blogging is NOT a silver bullet. Your results may vary. It DOES take time and effort, however the time and effort spent is enjoyable for most bloggers, and blogging helps bloggers stay current in their field.
Bloggers also usually become better writers — and writing IS a critical business skill.
May 30th, 2006
A few months ago, I was fortunate enough to be in attendance when Kurt Medina spoke at a NEDMA dinner meeting, and I can’t tell you how much I enjoyed his presentation.
It wasn’t just what Kurt had to say about marketing to the 50+ consumer. It was how he said it, too. He had those of us in the audience that evening on the edge of our seats, hanging on his every word. Clearly, Kurt is an incredibly gifted speaker with a wealth of knowledge to share about the mature marketplace. Which is why we’re so excited about his appearance on Day One (June 14) of NEDMA ’06, when he’ll teach a workshop from 9 AM to 4 PM (lunch included) on his area of expertise.
Kurt Medina is President of Medina Associates, a consultancy specializing in marketing to the 50+ consumer. He brings his clients a unique blend of 20+ years of senior line direct response marketing experience with major quality companies … coupled with 15 years as an independent consultant who has worked with over 75 U.S. corporations to help them achieve their marketing goals.
He is also co-author of the book, 77 Truths About Marketing to the 50+ Consumer.
And this week he is our special guest blogger.
Ladies and gentlemen, Kurt Medina…
“Why on earth do I need to spend an entire day learning about marketing to the 50+ consumer?”
This, of course, is the question of the hour for anyone even considering participation in the NEDMA ’06 Workshop I’ll be leading on June 14 entitled 77 Truths About Marketing to the 50+ Consumer. (OK, maybe that question hasn’t been on the top of your mind yet, but read the rest of this and perhaps it will be!)
The answers to the question are two-fold. I’ll give you an initial set of answers for the left side of your brain (that’s the part of your thinking that has to convince your boss or CFO that the time and money will be well spent) … and one set of answers for the right side of your brain (that’s the part that wants to learn super new stuff you can use right away, but that also wants to have fun at the same time!).
Left-Side-of-the-Brain Reasons to Attend “77 Truths” Workshop
Any company wanting to grow in the next 5-10 years MUST master this critical market segment … or risk major stagnation or business decline.
• In the next 15 years, the number of folks under 50 will remain almost flat, while the number of folks over 50 will grow by 45%!
• Already today, the population over 50 owns 77% of the nation’s assets and possesses over half of all of the disposable income. There is more available money among 50+’ers than all other segments combined.
• So, there IS a market there! Now, all we need do is to mail some 50+ lists and we’re home free! Right? Wrong! Marketing to the 50+ mature world is totally different from marketing to younger folks. To start with, there’s not even one single market. There are at least three major sub-segments that need to be approached separately (Boomers, Active Retirees and then Seniors). And all have different lifestyles, different hot buttons,
different motivations for purchase.
• They also, by the way, look at advertising differently.
• And you need to learn how to reach them.
OK, there are some practical reasons why you should become at least 50+ knowledgeable.
Right-Side-of-the-Brain Reasons to Attend “77 Truths” Workshop
Now, let’s look at the other side.
First and foremost, you’ll have fun! The Workshop will be interactive and informal. We’ll have some PowerPoint slides, sure. But we’ll have videos, ads, DRTV clips, focus group videos and a lot more surprises that will keep you involved. You’ll see literally dozens of examples of good stuff … as well as terrible stuff. Print ads, newsletters, direct mail, television spots, websites and more. And you’ll learn WHY there’s a difference between the successful and the not-so-successful.
There’s a bunch of humor in the whole thing too! Jokes and cartoons will be used to make points.
And, I guarantee that you’ll write down AT LEAST four new action items that you can put to good use as early as the day you get back from the conference.
How can you lose? All this and a free book to boot!
So, go to the upper left-hand corner of this blog and take a look at the NEDMA ’06 conference schedule, download the brochure (but promise you’ll look at the Day One sessions first) … and register today. At the Atlanta DMA Annual Conference last fall, my one hour 50+ session was literally standing room only with people peeking in from the hall outside. Find out what they knew … and I’ll see you on June 14! You won’t be sorry!
Thanks, Kurt. I wouldn’t be surprised if your appearance at NEDMA ‘06 is SRO, also.
To learn more about Kurt Medina’s workshop on Day One (June 14) of NEDMA ‘06, click here.
For more information on Kurt Medina and Medina Associates, a consultancy specializing in marketing to the 50+ consumer, click here.
May 10th, 2006
For the fourth and final preview of the different educational tracks you’ll have to choose from at NEDMA ‘06, Alexandra MacAaron checks in once again as our guest blogger of the week.
Alex, of course, is Creative Director and Queen B of Plan B Communications, a past president of NEDMA (’03-’04) and the association’s current Director of Communications. Along with Donna Baier Stein, she is also the co-author of the book, The New Marketing Conversation.
So tell us about the Strategy Track, Alex…
Does it ever occur to you that we work in a really superficial business? Advertising is everywhere. And, advertising creative can work its way into our culture’s collective subconscious. Think of “Just Do It,” “Can You Hear Me Now?” or “Where’s the Beef?” (uh-oh, now I’m dating myself).
But, I’d argue that those memorable creative slogans are only the tip of the iceberg. Below the surface is research, information, insight, time, talent. In short, it’s the Strategy. The Strategy may not be as succinct – or sexy – as the creative. But, it’s creative’s foundation – so it had better be strong.
And that’s especially true for those of us in direct marketing.
If you believe in the importance of strategy, you’ll want to join me at NEDMA ‘06, where an entire track is being dedicated just to Strategy.
The Strategy Track starts off with “Defying the Odds: When Breaking the Rules in Affinity Direct Marketing can Make Dollars and Sense.” Hear how a mature product, a saturated market, and an against-the-rules strategy added up to a very successful case study. The session leaders are Leslie Franklin, Director of Marketing for Great-West Life & Annuity Insurance Company, and Diane Dvorak, Account Supervisor for Wilde Direct.
After lunch, the Strategy Track will continue with Hill Holliday’s Mark Mylan presenting his “Marketing Toolkit to Jumpstart Your Direct Marketing Program.” Mark, one of NEDMA’s most popular speakers, will explain how to combine media, creative, testing and all the other tools of marketing development into one killer strategy.
And in the final session of the Strategy Track, Brian Gramer, CEO and Founder of Vtrenz, will help you “Maximize your Results with Rules-Based Marketing.” He describes the process as “cost-effective” and “guaranteed to get results.” Sounds like just what the doctor ordered.
So whether you’re looking for new tools, new rules – or new ways to break the rules – it sounds like it would be a strategic-level mistake to miss NEDMA’s Strategy Track.
“Where’s the beef?” You can tell Clara Peller (remember???) that there will be plenty of meat at NEDMA ‘06, It’s a Brave New World, the New England Direct Marketing Association’s Conference and Exposition.
One more time, we would just like to express our gratitude to Alexandra MacAaron for contributing to this blog in her own inimitable way not just once, but with four different posts. Thanks again, Alex, for all your time and talent. For our next guest blogger, you’ll be a tough act to follow.
April 12th, 2006
Alex MacAaron is kind enough to contribute yet another post this week, this time around on the Creative Track we’ve put together for you to take in at NEDMA ’06.
Here’s Alex…
True story. When my daughter was in pre-kindergarten, her school invited parents to come in and run creative projects with the kids. So, I had this great idea. I was going to do something really creative and teach the kids a little bit about direct marketing at the same time. Under my guidance, each student would create a postcard “selling” their favorite snack food to someone. They could draw or cut out and glue magazine pictures. I’d ask them to write some copy explaining why the chosen snack food was so good. And then we would send it to a grandparent, aunt, uncle or friend. So, I explained this idea to Madison. She was less than enthusiastic.
“Sara Cunningham’s father,” she informed me, “Showed us how to make smelly candles.”
Well, the outside world, much like my then 4-year old daughter, doesn’t always appreciate the creativity that goes into breakthrough direct marketing. But, we know better. Especially today, when there are more marketing messages competing for our target audience’s attention than ever before.
That’s why you won’t want to miss NEDMA ’06, It’s a Brave New World, the New England Direct Marketing Association’s Conference and Exposition.
With an entire track dedicated to Creative, you’ll have a chance to flex your muscles under the tutelage of three direct marketing superstars.
Start off by understanding why “Creative Direct Marketing Isn’t an Oxymoron.” The session will be led by Robert Rosenthal, the Mothers of Invention Founder, President and Creative Director. He’ll show you how to use what he calls Optimarketing®, the powerful combination of extreme creative and smart direct marketing.
The next session in the Conference’s Creative Track is called, “Great Creative? You Must be out of Your Head!” Steve Tharler (Chief Guide, THARLER DIRECTs), whose resume, credits and recognitions run far too long for me to list them here, will show you how to get out of your head … and into the heads of your prospective customers.
And, the final session in the Creative Track will be Nancy Harhut’s rapid-fire “Smarten Up! 76 Smart Secrets to get your Creative Opened, Read and Responded To.” I’ve seen Nancy (who is Senior Vice President/Executive Creative Director of Relationship Marketing at Hill Holliday) speak many times at NEDMA and the DMA (unfortunately, I missed her recent Moscow gig!), and I always always always learn something new.
So, do you want to be more creative? The way I look at it, you have two choices. You can make smelly candles. Or you can attend the Creative Track sessions at NEDMA ‘06. I know where I’ll be.
Thanks, Alex. We look forward to reading your fourth and final preview of NEDMA ’06 here in this space next week.
Note: Alexandra MacAaron is Creative Director and “Queen B” of Plan B Communications. A past president of NEDMA (’03-’04), Alex is currently the association’s Director of Communications. She is also the co-author, along with Donna Baier Stein, of the book, The New Marketing Conversation.
April 5th, 2006
Joining us once again this week is Alex MacAaron, Creative Director and “Queen B” of Plan B Communications, a past president of NEDMA (’03-’04) and our current Director of Communications.
Alex is also the co-author (along with Donna Baier Stein, another past president of NEDMA) of the book, The New Marketing Conversation, which is available for purchase here.
This time around, Alex tells you what you need to know about NEDMA ‘06’s Direct Mail track. So without further ado, here’s her preview…
I’m working on a major website right now with an interactive Creative Director/Programmer/Geek. He’s really really really smart about what he does – and completely ignorant when it comes to what we do. When I was talking about “Direct Marketing” the other day, he responded with …
“’Direct Marketing?’ Isn’t that a euphemism for ‘Junk Mail?’”
Well, my colleague’s smart aleck observation may be wrong, but he’s not alone in his thinking. As direct mail marketers, we probably rank in the public’s esteem somewhere between ambulance chasers and used car salesmen.
That’s why I encourage you to take a stand – and take your seat at NEDMA ‘06 and its Direct Mail track.
The first Direct Mail session promises to be entertaining as well as informative. In “Breakthrough Formats with Proven Success,” Mullen’s Sean Cunningham is going to share some packages that were such a departure that they “scared clients at first.” Wow. How often do we get to do that? (And live to talk about it?)
The next Direct Mail session gives you an opportunity to hear from not one, not two, not three, but four of New England’s top direct mail creatives. Jonathan Kranz, Bob McCarthy, Pat Farley and Pam Sullivan will share their expert perspectives on “Direct Mail Strategies: What’s Hot, What’s Not in B2B, B2C and Not-For-Profit.”
And, in the last Direct Mail session, we’ll hear about “The Value of Outsourcing Production” from Yellowfin Direct Marketing’s President & CEO, David Hazeltine. He’ll point out some of the pitfalls of trying to do too much in-house.
Hey, I admit it. Junk mail has been very good to me. So, if you’re like me and make a living in direct mail marketing, I hope I’ll see you at NEDMA ’06, It’s a Brave New World, the New England Direct Marketing Association’s Conference and Exposition (June 14-15, 2006, LaCava Center, Bentley College, Waltham, Massachusetts).
Thanks, Alex. Great post! And as I mentioned last week, Alex is also making an appearance at NEDMA ’06, conducting an all-day (9 AM-4 PM) creative workshop on June 14 with her Plan B colleagues, Walter Bumford and Dave Gordon. Entitled The Big Pitch, this workshop will give you the opportunity to join a team for a day and get a “real world” assignment from a major Boston-area client. At the end of the session, your team will “pitch” its ideas to a panel of expert judges. And if you’re on the winning team, according to Alex, you’ll get plenty of fame, fortune and…a paid freelance assignment from Plan B Marketing Communications. How cool is that?
March 30th, 2006
Logging in this week as our special guest blogger is Alex MacAaron, Creative Director and self-proclaimed “Queen B” of Plan B Communications, a direct marketing creative agency located near Boston.
Of course, Alex is a past president of NEDMA (’03-’04) and our current Director of Communications. She also happens to be making an appearance at NEDMA ’06, conducting an all-day (9 AM-4 PM) creative workshop on June 14 with her Plan B colleagues, Walter Bumford and Dave Gordon.
Alex is the recipient of dozens of advertising industry awards, including numerous regional awards as well as national/international honors such as three DMA Gold ECHO Awards; the BPME Gold Award for Broadcast Promotion; and the “Best of Show” Silver Microphone award for a jingle package. She has taught at several local universities and frequently lectures for various regional and national associations.
She is also the co-author (along with Donna Baier Stein, another past president of NEDMA) of the book, The New Marketing Conversation, which is available for purchase here.
You’re on, Alex…
I was asked to contribute to the NEDMA Conference blog, and I confess I’ve procrastinated.
You see, I’m just not feeling my usual level of confidence.
Okay, I admit it. I’m suffering from “Conference Envy.”
You know, that sinking feeling when you realize that someone else’s conference is … well .. a bit better endowed. My sense of inadequacy isn’t from lack of experience. After all, I Chaired two highly successful NEDMA Conferences myself, 1998 and 2003. And, I welcomed Conference attendees as NEDMA’s President in 2004.
But this year is different. Bigger. Better.
For example, I’ll start with the New Technology track. I go to a lot of conferences (NEDMA, of course, but a slew of others too). And I’ve sat through a lot of ho-hum sessions on New Media before. After all, “New Media” has been a marketing industry buzzword for nearly 20 years now. (So, hey, how “new” can it really be?)
That’s why I liked the title of Thom Kennon’s New Technology session right away. “Discover Really New Media – And What to do With It.” Thom founded one of the first interactive agencies and has worked with the American Red Cross, Toyota, Dell and D & B. He should be able to tell us “What’s New” – and I mean, “What’s Really New.”
The next session in the New Technology track will be led by author and consultant David Meerman Scott. He’ll share with us his practical – and it sounds like invaluable – knowledge about “How to Turn Online Visitors into Buyers.” His examples range from The Wall Street Journal and UPS … to Aerosmith. Rock on!
And, finally, the last session of the New Technology track will be an in-depth case study that also – my apologies to Steven Tyler and the boys – rocks. ExactTarget’s Joel Book will walk us through “How Liberty Mutual Uses Email to Build Profitable Relationships.”
So, I hope I’ll see you at NEDMA ‘06. That’s it for now. I have to leave for my Conference Envy support group.
March 22nd, 2006
