B2B Marcom

B2B Marcom: NO Assumptions, Please.

Wednesday, June 30, 2010 by Rick Short [Rick Short]

Assumptions can help speed things along - when they don't kill you, that is.

CASE 1: I received an email (a B2B-type message, a stranger trying to sell me something) today. The person was trying to convince me to meet with them at an upcoming trade show. In the email was a list of clients (impressive names) and some vague mentions of achievements associated with each. Trouble is, the author never told me what their company does.

CASE 2: I received another email today. This time from an existing vendor. It was elaborate. In it, the salesperson was offering to enhance my relationship with them. It all centered around an acronym - a term that I just couldn't connect to anything.

In each case, the deal was dead in the water - because the seller assumed I knew what they were talking about. I didn't.

In business to business marketing communications (B2B Marcom) we are charged with the role of getting the message through. Sometimes its outbound, other times its inbound. At times the message comes directly from our department. Often, though, we are helping other people get their message out.

First step: Slow down. I know we're all busy. Skipping a few steps helps us get through our day. Trouble is, we start making assumptions. If we're getting a lot of poorly-done things accomplished, what are we doing to our companies? To our careers?

Second step: Make it a point to drastically reduce, or eliminate, acronyms from your Marcom vocabulary. See things from your target audience's perspective. They're as busy as you. They're skipping steps all day long. Don't assume they're totally ready, and prepped, for your message. Speak to them as if they don't know what you're talking about. Of course, this is critical the earlier you are in a relationship - and can be skipped if you are totally sure your customer DOES know exactly what you are talking about.

Third step: Set the stage for your target audience - in THEIR terms. Help them instantly appreciate what's in it for them. Once they get it - and see how they win, they will become interested. The catch is, they've got to actually understand what you're talking about.

Fourth step: Sell this entire message to your Product Line Managers, Sales Managers, CEO, etc. When you're creating programs and documents for them, they'll want to sprinkle in jargon and acronyms. They'll be in a hurry. They'll want to skip a few steps and get right to it. Heck, they'll try to bully you into doing it their way. Help them understand that it is very likely that their product is likely not the most critical thing to their target audience. Help them realize that investing a little time, up front, being sure that the customer is "with them" can make a huge difference. I've noticed that some engineers feel the need to impress people in all their communications. They throw in big words, complex sentences, and very sophisticated concepts to help them look really capable. There's a place for all that - just not in the early stages of getting noticed.

In my Case 1, I wasn't interested enough to invest the time trying to figure out what the person was actually selling. I deleted the message.

In my case 2, an existing vendor, I was forced to reply with the simple question, "What does that acronym (upon which the entire proposal was based) mean?" Frankly, the sales person should be embarrassed. I bet he won't be - he's too busy for that.

Image source.

Vuvuzela, The World Cup, and B2B Marcom

Tuesday, June 15, 2010 by Rick Short [Rick Short]

June 14, 2010; Johannesburg, SOUTH AFRICA; A young soccer fans wears earmuffs to muffle the noise produced by the crowd and vuvuzelas during Group E play between Netherlands and Denmark in the 2010 World Cup at Soccer City Stadium.

My oldest son, Allen, walked into the house, heard a noise, and asked, "What is that? Bees?" My youngest son, André, and his buddy laughed - they were watching The World Cup on TV and had become accustomed to the sound of the vuvuzela. When the sound was mentioned, they were reminded of how they had blocked it out.

Vuvuzelas are interesting, briefly, when you get your hands on one, and when you realize that thousands of like-minded people are jamming on them. Then, not so much.

In a related article (brought to my attention by @ALittleHewlett - thank you) titled, How To Be Interesting, Jonathan Morrow offers some valuable tips - especially poignant now that B2B Marcom has heartily embraced the social media arena (where many overblow their own horns).

I'll start with his last point (#21): Put Your Readers First. Do you think the vuvuzela blowers are thinking of the people sprawled on their couches back in the USA? Or the FoxSports technicians and marketers, seeking to produce a palatable program? No. This is why something that seems good (to the purveyor) has gone bad. Jonathan admonishes us (B2B Marcom practitioners) by saying, "The one and only thing of consequence is your reader. You can rail against this fact for as long as you like, but as long you do, you’ll never be interesting."

#4 is also powerful: Do Something. He advises, "If you want attention, dare not to just give advice to others, but to live that advice yourself. Then blog about it."

The other 19 points are equally valuable - if we put them into practice in our B2B Marcom practices.

So, tune into the exciting soccer - football - futbol - FIFA action, turn the sound down, and enjoy the spectacle. When you return to work, leave the vuvuzela behind.

EARMUFF IMAGE:
Credit: Tim Groothuis/Witters Sport via US PRESSWIRE ORIG FILE ID: 20100614_jla_ao3_073.jpg

VUVUZELA IMAGE: bild.de

Align Your B2B Marcom Claims With Your Performance

Monday, May 3, 2010 by Rick Short [Rick Short]

It is critical for your B2B Marcom materials to align with the performance and capabilities of your products and services - as well as with the expectations of your customers (which you help create). If they don't you will disillusion your customers (internal and external).

If you are fortunate enough to be a truly meaningful part of people's lives, and if you disappoint your customers, their wrath may be quite serious - as in the case of "Mousetrap Never Works". This is a B2C example of just how motivated a disappointed customer can become - and how easy it is for a customer to do an excellent job of both expressing and sharing their frustrations. In essence, Hell hath no fury like that of an enthused customer disappointed.

Our jobs do NOT require us to underpromise and overdeliver, nor do they demand us to "puff" each of our claims. We really need to focus on accuracy, honesty, and integrity. In the end, the choice is yours ... and your customers'.

Differentiate On The CUSTOMERS' Issues in B2B Marcom

Monday, March 29, 2010 by Rick Short [Rick Short]

Last week I read an excellent post on FREIGHT DAWG: The Logistics Blawg, written by Eric Joiner. The post, titled, "Pure Genius: Southwest Airlines Baggage Strategy" discusses the reasons behind SWA's recent promotional project titled, "At Southwest Airlines, We Love Your Bags!".

The post leads with a 30-second video commercial depicting SWA baggage handlers expressing their love (maybe 'obsession' is a better word) for our checked baggage. In the spot, these people simply can't understand why other airlines: a) don't LOVE our bags, and, b) charge us to ship our bags.

While the ad is VERY amusing - and while it truly makes a compelling statement - it is the ensuing discussion (comments) that is really valuable. The reason WHY the discussion is valuable is because it reveals some of the stuff BEHIND a differentiation campaign. It shows us how it is easy for smart people to get bogged down in all sorts of corporate gunk. It depicts how we, as business, and business to business marcom, people, can lose sight of the customer and their experiences, feelings, needs, fears, hopes, and desires.

As an MBA, I can appreciate the detailed thinking, the educated perspectives, and the keen analyses within each comment to that post. But, as a frequent flyer (consumer), I simply LOVE the fact that an airline expresses the same feelings that I do with regard to my luggage. I LOVE my baggage (why else do I struggle to schlep it with me all over the world?). I care about it. I don't want to pay for it to be mishandled, mangled, and misplaced. I want baggage handlers to care about my luggage and treat it with respect. This gets to human emotion - and THAT is powerful stuff.

I know that this ad doesn't reflect reality (no, SWA baggage handlers don't really wave at my bags and call out, "See you when you get home!") ... and still .. the ad makes me want to fly with Southwest Airlines. This is simply because they are differentiating based on MY issues.

In essence, the SPIRIT of the campaign permeates both the consumers and the SWA staff. Now the baggage handlers know what is expected of them. The company is leveraging a capability against their customers' issues and telling everyone (employees and customers) what they strive to do.

When developing your BtoB marcom projects, never lose sight of your customers' issues. Address them and you will be hitting the hot buttons.

B2B Blogs: A Big List!

Tuesday, March 23, 2010 by Rick Short [Rick Short]

I am proud to say that this blog was listed in the
2009 BIG LIST OF B2B BLOGS.

But don't click the link just to see my name in print, use it to tap into the myriad other resources for your B to B marcom needs.

Talk With Your Customers Where THEY Want To Talk

Monday, March 22, 2010 by Rick Short [Rick Short]

In the old days, business to business (BtoB, B2B) Marcom professionals would utilize the (relative to today) few media channels to talk TO their target audience(s). The customers had to comply (succumb) and follow the companies and media

.

Today, things are shifting strongly. The customer is clearly in control. Modern Marcom professionals need to communicate with their customers on the CUSTOMER's terms. This means when and where the customer chooses.

This is why the Indium Corporation blogs are available in multiple places. You can follow our blogs in many simple ways:

1) within our Facebook fan page (the postings are interspersed with our other Facebook comments): http://www.facebook.com/indium
2) at our main blog website: http://www.indium.com/blogs
3) through Networked Blogs:http://apps.facebook.com/blognetworks/blog/indium_corporation
4) via RSS subscription (available at http://www.indium.com/blogs/)
5) via email subscription (sent directly to the customer's email account) (available at http://www.indium.com/blogs/)

I 'll bet there are options that I am missing, and I'll add them as soon as I become aware of them. The point is, the customer is now in control - and we have many options for supporting our customers' desires and preferences. The old school way doesn't cut it any longer.

B2B Marcom Tip: Converse WITH Your Customers

Friday, March 19, 2010 by Rick Short [Rick Short]

Don't know how I missed this excellent ad when it was released two years ago, but I did. If you see YOUR practices being lampooned, then make the move. Enough said.

Thanks to MARKETING 2.0 author, Bernie Borges, for tipping me off to this gem.

The "LEGO® EFFECT" in Business to Business Marcom

Wednesday, February 17, 2010 by Rick Short [Rick Short]

Today I had a very rich discussion with a man who has the experience, wisdom, and intelligence to earn the respect of any B2B Marcom professional. While talking with John Favalo, Managing Partner - B2B - at Eric Mower & Associates, regarding the rate of change occurring in our practice, I brought up a topic that I have been ruminating on for many months. I call this topic, "The LEGO® EFFECT".

We Know: In today's blistering-fast world of newly-evolving software, hardware, tools, trends, topics, concepts, and practices, we are now unable to know of, experience, and master many new tools. There are simply too many. These days, we seize upon resources that offer promise, knowing that, while we take the time to learn these new tools, other potentially powerful tools will get past us. It's a given.

We Know: Our collection of resources does not likely match that of our competitors. We live knowing, while we are preparing to launch our next awesome salvo, that our competition may be unleashing something more powerful, using a tool that got past us.

We Know: Getting beaten is unacceptable. We don't get paid to be average - and we certainly don't get paid to get beaten.

So, what do we do?

We also Know: Rarely does a Marcom team do EVERYthing themselves. Most of us rely on consultants, vendors, and other topical experts from time to time.

With the increasingly abundant new tools, and the existence of highly skilled specialists, we need to become very comfortable adding and removing specialized consultants to and from our teams. Enter "The LEGO® EFFECT". You know, snap a piece in and enjoy what it does for you, then snap it out and replace it with something better.

Traditionally we've relied on long-established relationships with a small number of vendors (eg: an agency) who "got" us and who knew the (relative to today) simpler ropes. I contend that, in some cases, we now must feel very comfortable snapping in a highly capable specialist for a temporary, contracted assignment, then, upon completion, thanking them and moving on.

Good agencies still play a valuable role. I believe that retaining an overall agency may still be valid for most Marcom programs - especially if the agency is truly a leader in adopting effective skills. Even then, it is now increasingly necessary to snap in certain topical experts from time to time.

Step 1: Admit it. There is simply too much good stuff out there for any one person or team to master.

Step 2: Determine how you want to dominate your space - then find experts to snap into place, giving you the immediate expertise that you need. Work together using an achievement-specific contract.

Step 3: Be good to these specialists. Respect them and compensate them properly.

Step 4: Feel good when it is time to end the relationship and move on. It's the new way.

Thanks, John, for the thought-provoking discussion, and for keeping me on my toes.

"LEGO^® is a trademark of the LEGO Group of companies which does not sponsor, authorize or endorse this site".

Image

BtoB Social Media Target Audience: Hunters or Farmers?

Thursday, February 4, 2010 by Rick Short [Rick Short]

Seth Godin has authored ANOTHER excellent post (when HASN'T HE?), titled, "Hunters and Farmers." In it he posits that some people are "hunters" while others are "farmers." Each is good, valuable, and desired - but they are different from each other in important ways.

As business to business marcom practitioners, we are warned, in the post, to know which type of person we are targeting in our efforts. The wants, needs, and styles of each type of person is critical to the way they perceive input, and act on it (or don't).

Give it a read. It makes very good sense to me - hope it helps you.

Images:
Hunter: Mila Zinkova
Farm: Frank Vincentz

Transparency In BtoB Social Media

Tuesday, February 2, 2010 by Rick Short [Rick Short]

There is a lot of excellent discussion occurring these days regarding transparency in business to business (BtoB, B to B, B2B) social media. I particularly like the efforts being put forth by my friends Toby Bloomberg and John Cass. Their recent report on AGENCY transparency in social media offers 30+ diverse opinions on the matter (Toby's report - John's report). I posted on this report yesterday. And speaking of transparency, I am proud to say that Toby is my (and Indium Corporation's) "blogmother", giving me my start back in 2004. THANKS, Toby!

Well, there is more to transparency than keeping agencies in line. WE, as B2B marcom professionals, have to keep ourselves in good order, as well. It gets complicated in social media, especially when you have blog posts feeding into Facebook posts and Facebook posts feeding into Tweets (and on and on). Looking at these posts

from the customer's point of view, it can often appear "vague" as to who is the author. At least two questions can arise:

who, from the company, authored this?
did ANYONE from the company author this, or is it ghost written?

I am very proud of the fact that all of the content published by our company is authored by our staff or by technology consultants hired expressly to create specific content on our behalf (working closely with our staff). We make every effort to clearly state the author and their position. My position is that this is the way it should be in a technology environment, and in today's social media climate. That said, there are cases where our social media program publishes items that have no author stated.

For example, every time one of our technologists posts a blog entry, that entry is automatically fed into our Indium Corporation Facebook page. The problem is that the blog post contains no author data since that info appears surrounding the post.

Only the content gets sent over. If you follow the link from Facebook back to the post, it is all there. But, I always try to think like our customer - and they might not want to follow the link, might not notice the situation, might be too busy, etc. I feel it is my job to go out of my way to be transparent and make the authorship information clear and readily available.

To this goal I have just added this TRANSPARENCY STATEMENT to my Facebook page (see the section outlined in red in the image):

TRANSPARENCY STATEMENT:
Our Facebook content source includes blog postings, Tweets, data sheets, etc.

The authors are 100% Indium Corporation staff.

Author info appears in original content or like this (rick).

Questions? Please ask.

It may not be the perfect solution, but it clearly addresses my company's style, intentions, and respect for our readers. I believe I still have a long way to go to be as transparent and thorough as I'd like to be.

I hope to learn some helpful tips and get some advice from you. Please comment and share your views.

Toby Bloomberg & John Cass Survey: 30+ Diverse Opinions On Social Media Agency Transparency

Monday, February 1, 2010 by Rick Short [Rick Short]

How to handle social media transparency?

Well, we first need to understand that there are precious few concrete rules with which to comply. We each need to develop our own practice.

Notice that each of these light bulbs is transparent, but different. I see each B2B Marcom professional crafting their unique brand of transparency. Transparent (not always!), and different.

To help us learn from each other, John Cass and Toby Bloomberg tapped their extensive network, solicited expertise and opinion, and shared it with us. Review the 30+ Diverse Opinions On Social Media Transparency for yourself in Toby's blog or in John's blog.

In this piece you'll find several views, from many perspectives. There's even some input from yours truly, Rick Short.

Anyone involved with Marketing Communications will find something interesting, maybe even valuable, in this collection of thoughts, opinions, and firmly-held beliefs. Rather than tell you what to think, I suggest you dive into the party, then form your own opinion and practice. Ultimately, put it to good, ethical use and let your bulb shine brightly.

Apple iPad Video Pulls Some Wrong B2B Marcom Levers

Wednesday, January 27, 2010 by Rick Short [Rick Short]

We BtoB Marcom practitioners keep a keen eye out for anything related to business communications. So, Apple's much-awaited release of their iPad (today) had plenty to offer.

I just viewed the Apple iPad promo video and was shocked at, in my opinion, what I believe are a handful of wrong marketing communications moves, including:

#1: Featuring a testimonial from an overly excited guy (he calms down eventually) spouting incredible (to him) superlatives. PS: He works for Apple, as do all the people in the video.

#2: Relying on awesome-sounding features that are old news. For example, the excited spokesperson attempts to blow us away with these state-of-the-art items:

"You see something, you just reach out and ... tap it!" You mean like we did with our 1st-generation iPhone, years ago? PS: Apple - we're on the 3rd-gen of the iPhone at this time.
"With a screen this large, you can just see MORE of the web." Funny, the monitor I'm using now is 17", and my netbook sports a 10.1". The iPad's screen is 9.7". I can see MORE of the web right where I am, thank you.
"Take the New York Times, you can see ALL the top stories." Where CAN'T we see all the top stories on the New York Times?

These pseudo-claims cheapen the really good claims that are made elsewhere in the video.

My take-away is, when it's YOUR product, you want to be pumped about it. But, your customers are trained to be very measured, deliberate, and careful - especially in the business to business environment. It's literally THEIR JOB to evaluate you critically. Even if your product IS exceptional, you scare them when you get caught stretching the truth, exaggerating, and puffing. Then, they start doubting ALL your claims.

B2B Marcom people: temper your enthusiasm and excitement by seeing the product through your customers' eyes. Focus on benefits (I shouldn't have to remind you to make them actually REAL), and on the customers' needs and desires. Then, make your pitch in a way that resonates with (not scares) your target audience.

PS: Where is the iPad camera? Come on!

Publish or Perish (PS: You already did)

Monday, January 11, 2010 by Rick Short [Rick Short]

In today's B2B Marcom, you must be a publisher, or you will suffer. Social media (blogs, twitter, facebook, YouTube, websites, etc. all enable this).

THE PRESENT:
Social media superstar, Dana VanDen Heuvel shared a link to this article with me. As usual, when Dana speaks, I listen. Once again, Dana has shared a real gem.

The article, titled, "Why marketers Must Become The New Publishers" from Chris Koch, author of Chris Koch's B2B Blog, goes beyond the "why" and even helps with the "how".

The article emphasizes honing content relevance and refocusing customer targeting - things that today's technology and social media tools allow us all to do quite effectively (think long-tail).

Face it, you ought to be totally psyched about whatever it is you purvey. Regardless if it is consummed by millions or a choice few. Additionally, your customers want info and action on THEIR timetable - therefore, you need your content online BEFORE the customer needs it. The obvious conclusion is that you should publish now!

THE PAST:

source: Flickr.com, by Klearchos Kapoutsis

On the very same day I received Dana's alert, I also received an "Advertisers' Alert" from a trade publication. It struck me so funny to be called an "advertiser". I haven't thought of myself, or my company, as an "advertiser" in well over a year. Upon reading the "alert", I felt like I was on an archeological dig. As I carefully explored the artifacts I noted antiquated references to things like "advertising close" date, "materials close" date, and a "feature articles" section.

Does anyone really live in accordance to the editorial calendars, timetables, and deadlines of other people's publications anymore? Ask yourself this question the next time you're using Google: "Can I wait for my answer until the next issue of my favorite trade publication arrives? And when it does, I know it will be telling me what THEY want to discuss with little regard for my current, specific need."

http://www.flickr.com/photos/klearchos/ / CC BY 2.0

Is it Time to Create Real Awards for Our Industry?

Friday, January 8, 2010 by Rick Short [Rick Short]

The following article was written by Steve Gold, of EMS007. The topic is of tremendous importance to any B2B Marcom professional, and to the constituents we serve (Product Managers, our companies, etc.). We all want to help lead our companies to recognition, but we need to select the arenas carefully. As we all can imagine, it could be quite embarrassing to tout a recently-earned "honor" only to find out that the criteria are less than legitimate. It pays to vet the organization and process bestowing such honors.
::::::::::::::::::::::

Is it Time to Create Real Awards for Our Industry?

Is anybody else completely turned off by awards that reward advertisers and clients? As a journalist, my in-box is overloaded with template-like announcements about technology awards from trade magazines. Talk about meaningless PR!

These awards really seem to be about magazines building and retaining a customer base at the expense of editorial integrity. For years I've tried to see the value in them, but I've come to the conclusion that the only value is for magazine publishers.

Why would a true technology leader pay a fee for an awards entry when winners are predetermined by a magazine's customer base? If you're a sales and marketing professional, these awards might mean something to your marketing effort. But, if you're an engineer, do you really care which AOI vendor takes home a magazine's trumped-up technology or service award?

"Trumped-up" too strong a term for you? Well look at this: One magazine's service award explains, "Online responses are collected from a list of customers you provide to determine your company's level of customer satisfaction in various categories." You provide? Why not ask a random group of customers? If I were entering, I'd submit my best and happiest customers to ensure a great chance of victory. And, then, I'd buy an ad to ensure I'd win a tie, but that's just me.

Another publication blows my mind with its awards. It charges applicants $500 per category to submit applications to "independent judges" who remain nameless on their Web site. Don't applicants deserve to know who is judging them? What's worse, year after year the list of winners is dominated by companies whose PR is handled by--believe it or not--the publisher's wife! What kind of message does that send to the industry? And are readers aware of this as they read press release after press release about winning a supposedly prestigious award?

Don't take my word for it--check out the applications on various magazine sites. A $500 fee per entry seems to be the standard to join the game. And check out the paperwork--one magazine asks you to download a form that's not unlike a college scholarship application: "How does this product/service meet a significant industry challenge?" And here's the kicker, "Products introduced or significantly upgraded/changed in the last 36 months are eligible..."The last three years? That's the best we can do when awarding visionary products?

Being employed by a leading industry publication, I'd be an idiot to imply trade magazines fail to play an important role in our industry. But I've held my tongue for years as magazines increase their revenue streams with awards that are mainly meaningless. I would hope our publication could, one day, come up with an industry award that raises the bar (which is why we haven't been "me too" on award presentations). It has to be something of value to readers--not advertisers.

While I know award producers and winners might not be thrilled with my opinion, I'd really like to hear from engineers for your perspective on these awards. Because, in the end, you deliver awards whenever you sign a purchase order.

Editor's Note: Since publishing this opinion piece, it has been brought to my attention that judges are kept anonymous to keep entrants from contacting them. While I agree this decreases lobbying judges beforehand, perhaps it would be enlightening for both entrants and readers to learn the identities of the judges after the awards are given.

To contact Steve, click here.

Follow I-Connect007 on Twitter here.

Social Media As A Sales Tool

Friday, January 8, 2010 by Rick Short [Rick Short]

I was recently interviewed by Ryan Miller, social media strategist, blogger, and fellow musician, at my favorite coffee house, The Tramontane Cafe, in Utica, NY. We discussed how and why Indium Corporation leverages blogging and social media to increase business and connect with customers and potential customers. This is an exciting part of modern B2B Marcom. This is part 2 of the interview session - IT'S ALL ABOUT SALES <1 more segment to follow>. View Part 1 of the Rick Short interview.

Ryan's full blog post.

In this interview I touched lightly on my concern that many people are timid about citing SALES as the ultimate goal in business to business engagements - or even in Marketing Communications projects. Clearly, I am not implying that we are all, or should be, a pack of ruthless thieves. There IS such a thing as ethical, mutually-beneficial transactions that benefit all parties involved. The results of such engagements produce SALES. SALES keeps the virtuous cycle spinning.

Preparing for Trade Shows

Wednesday, December 16, 2009 by Jim Hisert [Jim Hisert]

As a tech guy, trade shows are a part of the job that I never would have thought about in College. It’s possible (and unfortunately too commonplace) to just book your travel, show up, stand at a booth, and then travel back home. At Indium Corporation we make sure to take some time up front to maximize the ROI for the time we spend at the show. If you're interested from a Marketing Communications standpoint, you might want to check out Rick Short's B2B Marcom blog. But if you’re a tech guy, in any industry, try these simple tips to get the most out of your next trade show.

1) Plan. Know what presentations you want to attend, what booths you want to visit, and which customers you want to meet up with. Give your customers a call the week before to see when it would be convenient to meet with them. They will appreciate not being squeezed into your schedule.

2) Listen. Get to the tech sessions and learn. When you are interested, meet the speaker and ask questions after the session. This will be better for you than any published article you’d read throughout the year.

3) Write. Don’t forget paper and a pen! From a customer’s point of view, if you’re not jotting down notes about my application – I don’t believe you really care. From a presenter’s view – if you’re not taking notes then you must not be interested in what I am saying. Respect your peers and keep a note pad handy.

4) Speak. Present a paper at the trade show or chair a session. This is the best way for you to get noticed and meet the people you are there to find. If they are interested, they will find you.

-Bonus-

5) Enjoy. If you have some vacation time and the trade show is in a location you’ve never been, take a few days to relax after the show. The travel plans are as simple as the initial work travel, but you have the advantage of enjoying the perks of travel - like seeing new places - without any extra flight.

Good luck, I hope you end up getting a lot more out of your trade show experience!

Tiger Woods And A B2B Marcom Lesson

Monday, December 14, 2009 by Rick Short [Rick Short]

Scott Barbour/Getty Images http://sports.espn.go.com/golf/news/story?id=4736735

As business to business marcom practitioners, we occasionally sponsor events and may even hire a spokesperson to help us promote our products and services. In hopes of improving our business we associate our brand with theirs.

So, what happens when we want to cut the connection (for whatever reason)? Sometimes it is a simple matter to let the relationship expire and disappear into the night. Other times it may not be that easy - or private.

Take the Tiger Woods situation. Here we have one man, several corporate partners, and several big, public decisions (as well as executions). So, how is it being done? Here are two versions:

Version 1: ACCENTURE - aka "bridge burning"

According to an article in syracuse.com:

In a statement Accenture said, "...given the circumstances of the last two weeks, after careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising."

Version 2: GILLETTE - aka "leave the door open"
According to an article in espn.go.com:

"As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs," said Gillette, a division of Procter & Gamble.

Now, imagine your role is to assure your company is seen in the best possible light. This includes being honest, ethical, positive, wholesome, etc. All the good things. Which version accomplishes this goal? I believe that both receive an equal score.

Also, imagine that you desire a clean and clear break from a spokesperson. Which version accomplishes this goal? I believe that both receive an equal score.

Then, imagine that you want to portray your company as having a degree of class while leaving the door open to any potential relationship with the celebrity. Which version accomplishes this goal? I believe that Gillette aced it.

In fact, I believe that Gillette has earned the 2009 "Elegant Parting Of The Ways" award. Their method should serve as an example for all of us to study and learn from. No one was disparaged, everyone (including their customer) was respected, the message is clear, and there are no questions.

This is effective and exemplary Marcom - and a technique that will work in the B2B realm.

Read And Write Your Ass Off

Tuesday, December 8, 2009 by Rick Short [Rick Short]

Friend, fellow musician, and Online Strategist, Ryan Miller (Romanelli Communications) recently delivered an interesting and valuable set of advice to graduating Utica College Public Relations majors. He then summed it up in a blog post.

The post, titled "Read And Write Your Ass Off", is efficient and concise - a study in effective communications in itself. Take 60 seconds and make this message your own. As I read it I started nodding in agreement, thinking, "This is perfect advice for these students."

This whole topic rang true for me as I have recently been considering the skillset I would need in a potential new business to business marcom hire. I reminded myself of how unskilled and unproven many previous candidates have been. I have also been musing as to just how I would evaluate the candidates' claims and distinguish the best from the pack. This post brought things into focus for me.

Then, I started considering how this advice would apply to more experienced PR staff, and to marcom people in general, and to product managers, and to tech support staff ... and to all my bloggers and face-to-face-with-the-customer colleagues. CONCLUSION? Ryan's advice applies to us all - at all stages of our careers.

So, if you want insight into how you should prepare yourself for a job in B2B Marcom, how you can improve your role, or even how you should prepare yourself to evaluate and differentiate job candidates, read Ryan's post. Consider sharing it with your team.

Then, if you've got a minute to spare, listen to Ryan's music.

Image: The Hamster Factor

Social Media: Like Flying In Formation

Monday, December 7, 2009 by Rick Short [Rick Short]

Source: Denis Collette http://www.flickr.com/photos/deniscollette/1817034358/sizes/o/

As I left the house this morning I heard a Canada Goose honk while flying overhead. Instinctively, I wondered what it was doing alone.

Geese are iconic social creatures. They even inspired the famous, "Lessons From Geese." This short speech seems to apply, not only to everyday life, but to social media - at least to me.

The 5 goose facts contained in the piece are related to lessons in life. As I read them, I can find corrolaries to social media. For example (quoting from the above-referenced source):

FACT 2: When a goose falls out of formation, it suddenly feels the drag and resistance of flying alone. It quickly moves back into formation to take advantage of the lifting power of the bird immediately in front of it.

LESSON: If we have as much sense as a goose, we stay in formation with those headed where we want to go. We are willing to accept their help and give our help to others.

RICK'S SOCIAL MEDIA COMMENT: When we share our thoughts, ideas, and goals with our social media network (falling INTO formation), we tap into insights, information, advice, and knowledge far beyond what any individual is capable of possessing - thus taking advantage of the "lifting power" created by peers with related experience.

As I drove to my office, anticipating flicking on my PC and seeing what B2B Marcom insight TweetDeck had to offer, I felt like that solo goose - traveling in the dark, momentarily alone but seeking the strength of my network.

Image: Denis Collette

Searchal Media

Tuesday, December 1, 2009 by Rick Short [Rick Short]

I have been emphasizing the convergence of search and social media in my business to business marcom (btob, b2b) practice for a long time. I just received more affirmation from a person I highly respect, Erik Qualman.

In a very concise self-interview on searchenginewatch.com, Erik delivers several nuggets regarding his thoughts on social media. This one is germane to what I call searchal media:

Q (Erik): What is the "next big thing" in social media marketing?

A (Erik): The merging of search and social.

In my b2b marcom practice, it is very clear that my target audience needs information and answers immediately - as issues develop. They turn to search for the information.

Additionally, the common and accepted social media tools are excellent at getting my information out onto the internet in a way that is easy for my target audience to find and retrieve.

Searchal media ... did I just coin a new term? Regardless, it's the practice (and results) that count.