Integration = Efficiency: How Integrated Marketing Can Grow Your Business

Which of these describes you?

A. I know marketing is important, but it’s just not my strong suit. I think what we’re doing already is ok.

B. A better marketing campaign could be good for business, but a company our size doesn’t have the budget for that.

C. I know there are lots of ways we could market our company, but all these tools are overwhelming.

D. All of the above.

If you see yourself in any (or all) of these scenarios, you’re not alone. Effective marketing and communication strategies are tricky today, especially when you consider the sheer volume of messages vying for people’s attention. The average consumer is exposed to up to 10,000 brand messages a day, according to the American Marketing Association. Yikes!

Millions of these messages are delivered via social media, where the sheer volume of content posted daily is staggering. Every 60 seconds, 3.3 million posts are added to Facebook alone, according to Smart Insights.

Social media is just one part of the story, though. Remember the days of the Big 3 TV broadcasters (ABC, CBS and NBC) ruled the airwaves? Today, the number of television channels available to the average TV household has exploded to 205.9, according to Nielsen data shared on MediaPost.com in 2016.

Don’t forget all the emails, magazines, newspapers, newsletters, radio broadcasts, podcasts, online videos and more that are competing for your attention.

In today’s over-saturated marketing environment, finding effective ways to build your brand can be daunting. The quality of your content, as well as your marketing strategy, matters more than ever. Where do you start?

Understanding integrated marketing communications

If you want to cut through the clutter and reach your target audience, it’s time to consider integrated marketing communications (IMC).

IMC is not merely doing more kinds of marketing. IMC offers a coordinated, cost-effective strategy to help you focus on your key message and share it in a consistent, compelling way through a strategic mix of marketing/communication channels. That mix may include video, digital (social media, blog posts, e-books, e-newsletters), advertising, print (newsletters, magazines, brochures, direct-mail campaigns), trade show promotions, press releases and other tools.

Integrating this cohesive strategy across various communication channels doesn’t just streamline your marketing; it helps you meet your customers and prospects where they’re at. That’s one reason the majority of consumers (72%) prefer integrated marketing campaigns, according to the annual Consumer Insights Survey.

What does IMC look like in practice? VistaComm client Mid-Iowa Cooperative shares a consistent message inspired by its mission of “good land, good people, good advice” through:

• A Facebook page to provide timely updates.
• A professional YouTube video produced by VistaComm to help people experience the Mid-Iowa story from the farmers and employees who know it best.
• A quarterly print newsletter produced by VistaComm.

But isn’t print dead?

If anyone tells you print isn’t part of effective IMC, don’t believe it.

Science is revealing that ink on paper creates a deeper impression in the human brain than something non-physical, like a digital message. A recent article in Target Marketing explains this phenomenon of “your brain on print.” According to a study from the Center for Experimental Consumer Psychology at Bangor University in Wales, the physical nature of print elicits an emotional connection in people.

Using functional magnetic resonance imaging (MRI), researchers found that content delivered in paper form is more stimulating than content delivered in virtual or digital form. Apparently, our brains perceive printed items (like newsletters) as more genuine—and engaging.

But don’t take our word for it. Here’s what Greg Larson, president of Electronic Systems, Inc. in Sioux Falls, South Dakota, says:

“Our print newsletter, produced by VistaComm, is a product that—after more than 14 years—continues to work for us. VistaComm’s writers and designers always hit the mark in meeting our objective to showcase our expertise while maintaining the feel of a mid-size company that cares about, not only its customers, but its employees and suppliers, as well.”

But that’s not all. “It’s interesting, we’re in a high-tech business, but we really believe in the importance of print communication,” Larson added. “Our customers can easily ignore or delete electronic communication, but they read a good old-fashioned print newsletter—cover-to-cover. We continue to get positive comments from our customers on receiving a printed newsletter.”

Put ICM to work for you

Electronic Systems, Inc. highlights how a strategic mix of marketing tools, including print, can add tremendous value for customers. Conveying a consistent, targeted message through IMC, helps build trust, which increases loyalty, which leads to sales.

Want to see how IMC can work for you? VistaComm’s team can help you assess your current marketing activities, define your target audience, develop a strategy and integrate your marketing channels to generate more traffic, leads and sales. Call David, Laurie or Maria today at 844.453.9261 and realize your full integrated marketing potential.

Resources:

• 4th Annual Consumer Insights Survey, E-tailing Group, 2011.
• American Marketing Association, Joshua Saxon, IE School of Human Sciences & Technology, 2017.
• Smart Insights, Robert Allen, 2017.
• Mediapost.com, MediaPost Communications, (Nielsen Data) 2016.
• Center for Experimental Consumer Psychology, Bangor University, Wales, 2009.

Read Full Article Here: Integration = Efficiency: How Integrated Marketing Can Grow Your Business

Integration = Efficiency: How Integrated Marketing Can Grow Your Business posted first on http://vistacomm.blogspot.com/

Opening Doors with Baseball

Throughout America’s heartland, two institutions have stood the test of time—farming and baseball. That’s not to diminish the popularity of the games that gave rise to classic stories like “Friday Night Lights” or “Hoosiers.” But those pursuits generally end for small-town residents once players head off to college or start careers. Baseball players, however, play on with town teams, eventually graduating to softball. It is an enduring pastime that parallels the seasons of crop and livestock production.

As important as baseball is to rural American culture, that importance is magnified many times over in Central American countries like Nicaragua. There, baseball is more than a pastime. It’s a source of hope and, for some, a pathway to survival.

Throughout Nicaragua, hundreds of teams and thousands of kids and players have received gear from HKRF:

1. 18,000 baseballs, softballs
2. 3,200 gloves
3. 3,300 bats
4. 400 sets of catcher’s gear
5. 1,800 batting helmets
6. 8,000 uniforms, t-shirts
7. 1,200 pairs of spikes, tennis shoes

South Dakotan Craig Severtson lives at the intersection of those three worlds—baseball, farming and Nicaragua. He grew up in a baseball family, ultimately playing for Augustana University in Sioux Falls*. Today, he and his sons raise crops and feed cattle on their farm on the outskirts of Flandreau.

These days, most of Craig’s time and energy are focused on securing resources and making connections for Helping Kids Round First (HKRF), a non-profit he established to help create ongoing, sustainable change among the poorest of the poor in Nicaragua.

It started with baseball

Starting a non-profit was not on the agenda when Craig began traveling to Nicaragua in the early 2000s. “Nicaragua is a baseball-crazy country,” he states. “As compared to many Latin American countries where soccer is king, baseball is king in Nicaragua. I had heard about a medical mission taking baseball equipment with them to Nicaragua, and I wanted to go. But they traveled during calving season, and that didn’t work for me. So, I had to do something on my own.”

Craig had developed a passion for the Nicaraguan people when he journeyed to and through the country in the 1980s. With his family raised, and the farming/ranching operation in the hands of his sons and hired man, he started making annual trips to Nicaragua in 2009.

“I would carry as much baseball equipment with me as I could,” he states. “Even in the poorest communities, you can always find a baseball field. It’s the national pastime, and one of the few sources of hope for their youth. What little equipment they have is shared by everyone in the town.”

Craig tells another story that drives home just how important—and scarce—baseball gear is to the teams they work with in Nicaragua.

“We were having supper with Nixon Munoz, a 16-year-old young man and Johnny Alvarez, his pitching coach,” he recalls. “We help supply Johnny with equipment for his academy. Nixon was getting ready to sign a pitching contract with the Boston Red Sox. After supper, Nixon helped us carry bags of gear from our truck to Johnny’s car. He asked us, ‘Are there any gloves in the bags?’ I said, ‘Of course. Do you need a new one?” He answered, ‘Not a new one. Any one. I don’t have a glove.’”

By 2015, it was no longer suitcases of baseballs and gloves going to Nicaragua. That year, HKRF sent their first shipping container of gear. At the same time, more volunteers accompanied the HKRF team on their trips, as word of their unique work spread.

Providing baseball equipment, organizing baseball clinics, and helping communities generate sustainable activities that benefit youth physically and emotionally is making a significant difference. But, as it turned out, baseball was also the calling card that opened doors to a host of other opportunities in sustainable agriculture, rural health care and the empowerment of women.

“This is some of the most significant work you can do,” Craig summarizes, “the kind that leaves a generational trail. We are using baseball as a starting point to help families, and eventually communities, change their lives.”

*On June 2, 2018, the Augustana University Men’s Baseball Team was crowned NCAA-Division II National Champions. From the very beginning, this organization has proudly supported Helping Kids Round First.

Craig Severtson and the Helping Kids Round First team are just a few of the extraordinary people we meet every day at VistaComm. To learn more, visit www.HelpingKidsRoundFirst.org and subscribe to the HKRF newsletter Touching Base. Thank you, Craig, for letting VistaComm tell your amazing story.

Post Source Here: Opening Doors with Baseball

Opening Doors with Baseball posted first on http://vistacomm.blogspot.com/

An Email Marketing Renaissance

With Facebook, Instagram, LinkedIn, Twitter, Pinterest and Snapchat so prominent these days, it’s easy to forget about email marketing as an effective communication tool. Actually, email has undergone a renaissance in the past two to three years. A recent study by the Direct Marketing Association reports that email campaigns conducted with well-maintained inhouse lists achieved a return on investment (ROI) of 30% to 32%, compared with 15% to 17% on social media, and 18% to 20% for direct mail. Far from dying out, email as a communication and marketing tool is still extremely strong and savvy marketers are using it—regularly.

For 24% of smartphone users, email is the first thing they check on their phone in the morning.

This resurgence can be attributed to the rise of mobile usage and responsive platforms. 91% of adults have a mobile phone within arm’s reach 24 hours a day. Smartphone users use their phone to send and receive both personal and business email (84%). For 24% of smartphone users, email is the first thing they check on their phone in the morning.

Observations and tips to remember when email marketing:

• A Captive Audience — Consumers provide email addresses to businesses they know and trust. You’ve got them from the start!
• Deliver What They Want — Special notices, discounts and product knowledge are the main reasons consumers give you their email addresses.
• Automate Your Sales — Advances in email platforms help you streamline and automate your sales process to put you in front of customers at just the right time. Remember: Personalize your emails whenever possible.
• A Special Format — Email messages differ from those on Facebook, Instagram, LinkedIn, Twitter, Pinterest or Snapchat. Review the basics:
  • A solid subject line is just as important as the main email message. Concisely state the substance of your message here. Do NOT use “URGENT” or “ASAP.”
  • Immediately state who you are and the purpose of the email.
  • Prioritize what your customer needs to know and save other inquiries for follow-up emails. Present a focused, clear message.
  • Correct usage is not archaic. Standard spelling, paragraphs, periods and grammar make your email more quickly comprehensible and professional.

Your marketing plan might benefit from an email campaign. Let VistaComm help—the increased ROI could be yours!

Resources:

• Response Rate Report, Direct Marketing Association, 2015.
• Consumer Digital Usage and Behavior Study, Adesta.
• Marylou Ruud, Leadership Development Initiative, P.E.O.

Original Post Here: An Email Marketing Renaissance

An Email Marketing Renaissance posted first on http://vistacomm.blogspot.com/

Memorial Day Photo Essay: Through A Lens of Reflection

Every time I see a flag fluttering in the breeze, my heart skips a beat.

I’ve had the privilege of traveling through a majority of the United States because of the men and women in uniform, both past and present. And throughout that journey, I’ve lost count of the moments that left me in awe of this great country.

Planning a future with a soldier gives me an even deeper appreciation for the soldiers and their families that have already walked the road ahead of me. Every single day, there are so many little—and monumental—sacrifices made in their lives. Even when they’re not deployed. Even when it’s not Guard Drill weekend. And especially when some had nothing left to give.

As we pay tribute to them this Memorial Day, take a moment to reflect on the many men and women who came before us and died for our freedoms.

[caption id="attachment_3664" align="aligncenter" width="1000"] A patriotic, fire-lit ceremony in Providence, R.I.[/caption]

[caption id="attachment_3658" align="aligncenter" width="400"] A flag stands watch at a Colorado fire lookout tower.[/caption]

[caption id="attachment_3661" align="aligncenter" width="600"] Mount Rushmore might be one of the most identifiable monuments in the United States.[/caption]

[caption id="attachment_3660" align="aligncenter" width="600"] The Korean War Veterans Memorial contains statues of men prowling the jungle with fear in their eyes, unsure of what lies ahead.[/caption]

[caption id="attachment_3662" align="aligncenter" width="800"] A rising moon outside of a building very near the Liberty Bell in Philadelphia, Pa.[/caption]

[caption id="attachment_3663" align="aligncenter" width="700"] The only photo with no red, white and blue, but perhaps one of the most moving—even today, oil drops regularly surface at the site of the USS Arizona Memorial at Pearl Harbor in Honolulu, Hawaii.[/caption]

[caption id="attachment_3666" align="aligncenter" width="400"] Roses line the Vietnam Veterans Memorial Wall in Washington, D.C.[/caption]

[caption id="attachment_3667" align="aligncenter" width="400"] One of my favorite features the Washington Monument in Washington, D.C. is the ring of flags surrounding it.[/caption]

[caption id="attachment_3665" align="aligncenter" width="800"] A soldier marches the well-worn path at the Tomb of the Unknown Soldier in Arlington National Cemetery, Va.[/caption]

[caption id="attachment_3668" align="aligncenter" width="400"] The decisions made within the walls of this house feel heavy when you stand within them—The White House, Washington, D.C.[/caption]

[caption id="attachment_3669" align="aligncenter" width="1000"] A serene night portrait of the World War II Memorial in Washington, D.C.[/caption]

Learn More Here: Memorial Day Photo Essay: Through A Lens of Reflection

Memorial Day Photo Essay: Through A Lens of Reflection posted first on http://vistacomm.blogspot.com/

New Digital Marketing Strategy Works Hard for Denton Combs

A Digital Marketing Case Study

THE CLIENT

Board licensed, and Certified Family Nurse Practitioner Denton Combs has been personally treating, managing and solving non-surgical ear, nose and throat (ENT) conditions since 1999. Seven years ago, he opened the Denton Combs Center for Excellence in Care (Denton) in Sioux Falls, South Dakota, where he and his staff continue those services. Their approach to ENT issues is to focus on addressing the causes—not just the symptoms—through lifestyle changes and medical approaches rather than surgery.

THE SITUATION

When Denton came to VistaComm for assistance, their marketing communication was comprised mostly of radio, some television and print advertising in local commercial publications. They had no real way to measure the results of these tactics. Previous internal estimates calculated that approximately 70% of their existing business came through word of mouth. Denton had identified their target audience as Facebook Moms.

The need to increase awareness of their services—especially in allergies—and reach a more expanded audience in the tri-state area was Denton’s priority. In addition, they wanted a marketing strategy that would produce immediate growth of clientele, and most importantly, effective, measurable tactics that would assure Denton they were not wasting their marketing dollars.

THE PROCESS

An initial discovery process directed by the VistaComm web and digital teams helped both Denton and VistaComm learn more about each other and the target audience. Key findings during discovery helped both parties develop and agree to a web and digital marketing strategy that would work hard for Denton Combs.

THE SOLUTION

To attain the greatest online functionality needed to support an effective digital marketing campaign, VistaComm explained that Denton would need to enhance their existing website. The client agreed and this was the first step taken by the VistaComm web development team.

Web development began with a clear focus on that Facebook Mom audience and the online information they might be searching for themselves and their families. VistaComm’s web content specialists proceeded to tell the Denton Combs story—who they are, what they do and why those Moms should care. Content was then coupled with visuals and functionality that would cause the online reader to respond to the site and STAY WITH IT, grasping the full Denton Combs message.

With a new website ready to go, targeting Denton’s audience could begin—on Facebook, in search engines and through search engine optimization (SEO). This was accomplished through granular digital tracking of those visiting the Denton website. The VistaComm team immediately discovered which website messages were working and which ones were not. Content adjustments were made—in fact, the team now works continually with Denton to make sure site visitors are responding to the messages and overall content. If something is not working hard—getting responses—content is replaced. Tracking has enabled the VistaComm team to go back to Denton regularly and show them exactly what is working or getting good response for them.

THE RESULTS

Denton Combs wanted to grow their business—let’s get back to that. They reported to VistaComm in the program’s early stages that they were “getting way busier.” Their potential client base began to grow, as well, as evidenced by conversions. Conversions equal visits to the site that result in either a call to the Denton office or the completion of an online response form requesting additional information on Denton’s services.

Coming from no way to know if marketing strategies were working to having actual names and addresses of potential clients in hand, here’s the conversion data after 10 months of digital tracking:

Source Here: New Digital Marketing Strategy Works Hard for Denton Combs

New Digital Marketing Strategy Works Hard for Denton Combs posted first on http://vistacomm.blogspot.com/

Internships Build Tomorrow’s Workforce

Cue up a little sunshine and suddenly everyone’s thinking about summertime. And that means internships are a common denominator on many college students’ minds. Whether it’s required or not, most are looking to get a jump start on putting their newly minted education to the test with some real-world experience. In fact, several short years ago, I found myself in that very situation.

As a business person, considering hiring for an internship position might leave you with myriad feelings. But perhaps answering this one question will find the solution to all the others—can I provide this student what they need to further their journey to a career? The following four thoughts will ensure that not only your intern, but also your company, will reap the benefits of investing in tomorrow’s workforce.

Be realistic about your investment.

It’s an age-old notion that interns are for coffee runs and grunt work. And it’s true that merely being exposed to your office environment will provide a certain amount of benefit, but the fact of the matter is you should be prepared to invest staff time in your intern. Whether it takes the form of preparing tasks for them to tackle over the course of their tenure or specifically training them on a certain skill, the true value you can provide is giving them valuable work experience. Speaking from experience, my best days were those spent tackling a targeted to-do list with trusted advisors at the ready to answer questions and guide me along the way (though it certainly didn’t hurt me to make the coffee sometimes, too!). The more you empower your intern with projects to tackle, the more mileage you’ll get out of their skills and the more you help them gain that valuable working knowledge.

Find an intern that fits your situation.

If you are looking to hire an intern, you are likely in an industry that requires some sort of specialized education. There are several options for finding an intern that fits your specific needs. One is to advertise as you typically would for any job opening. Another—if you’d like to pursue an intern from a particular college or university that has an emphasis in your area of focus, get in contact with them. Many universities have staff dedicated to connecting students with internships. They may offer job fairs, notice boards, or might even put you in direct contact with some potential recruits!

Take advantage of their perspective.

Often—though not always—your potential interns will belong to a younger generation. They represent not only the future of your workforce but also your consumer market. Whether you’re selling widgets or services, your intern can bring a fresh perspective to your business, and insight into alike consumers. Plus, there’s the added benefit that their education has laid a hefty groundwork of knowledge. Use this opportunity to collect valuable information that can contribute to the direction of your company.

Consider hiring potential.

It’s a pretty good guarantee that within a year or less, your intern will likely be hitting the job market looking for full-time employment. The beauty of hiring a candidate as an intern is it gives you a direct window into their capabilities and work ethic, without any commitment beyond the internship. Likely you’ve earned loyalty in the candidate from what you’ve invested in them by the conclusion of the internship. And, ultimately, if the intern has had a positive experience with your company, and you feel their skillset matches with your needs, it’s in the best interest of both parties to formally bring them onboard.

---

At VistaComm, we love to share our thoughts and experiences in hopes that they fuel your business decisions in a positive way. One of our favorite internship success stories comes from our very own Graphic Designer/Editor Talisa Wager, who initially joined us as an intern. We will celebrate her fifth year with VistaComm this summer!

Learn More Here: Internships Build Tomorrow’s Workforce

Internships Build Tomorrow’s Workforce posted first on http://vistacomm.blogspot.com/

What’s your logo design really saying about you?

The answer? More than you might realize.

Whether you manage a brand, represent a non-profit, are planning a startup or already own a business, your logo is one of the most valuable assets you have. An effective logo instantly connects your audience to your brand, serving as a visual shorthand for who you are and what you represent. Which is why it’s more important than ever to make sure your logo sends the right message and is a positive, accurate reflection of your brand promise.

To determine if your logo is assisting or impeding your mission and message, ask yourself the following six questions.

1. Is my logo sending the right message?

Let’s say, for example, you’ve identified your target audience as married males over 40 who are passionate about the outdoors and live in central Canada. Visual cues incorporated in your logo treatment—including font selection, color palette, shape, subject matter and more—can either attract that audience or repel it. Prospects should feel as if the logo is appealing directly to them. It should also be an accurate reflection of your brand and what you stand for. If those two aren’t both true, there is a disconnect and you might need to reconsider your positioning, your audience or your logo.

2. Will my logo “hold up” over time?

Unless you’re Coca-Cola and have a century of company history under your belt, your logo shouldn’t evoke the era in which it was designed. Today’s oh-so-hot design trend might work just fine for your current ad campaign, which is meant to run for a year, or even a quarter. But your logo must transcend the trend and not tie you to a particular time period. That cool style you loved in 2002 might scream “retro” to today’s consumer. A better, more versatile logo appears timeless and stands the test for multiple decades. It also saves you money by not periodically requiring costly updates of websites, printed materials, signage, apparel, etc.

3. Does my logo blend in, or stand out?

Unless you have an enormous advertising budget (hello, GEICO®) and can continually put your brand in front of millions of consumers every day, your logo needs to be distinctive, if you want your audience to recognize and remember it. An unusual shape, a custom font or a memorable combination of colors can help save you from the sea of sameness.

4. Is my logo unique to me?

Imitation may be the sincerest form of flattery, but it can be a death sentence for your image. If your logo reminds people of another brand—especially a direct competitor—it may be more of a liability than an asset. Worse, you could be helping to build their business, not just your own. Conduct a visual audit of logos in your industry, to ensure you are distinctly positioned against the rest of the field. And don’t limit the study to your current market. Think bigger.

5. Is my logo trying too hard?

It’s true that your logo should encapsulate the essence of your business and its promise. But that doesn’t mean it needs to tell the whole story. It can’t, and it shouldn’t. Marketing offers myriad ways to communicate your story and develop your brand position. That’s not the logo’s job. Rather, when your logo consistently appears in conjunction with your brand messaging and imagery, over time it will take on that meaning—even when appearing alone. Which is how even the simplest of logos can eventually mean so much to their audience.

6. Am I hurting my logo?

One of the most common mistakes in branding is inconsistent logo usage. It will take much longer for your logo to build brand equity if it looks different from one application or venue to the next. What may seem like a harmless “tweak” to make your logo look better on, say, a pen, a sweater or a banner, can cause real and measurable damage to your brand. Inconsistent treatment of your logo not only makes it harder for your audience to recognize the company it represents, it actually makes you look unprofessional and substandard. So, avoid or eliminate superfluous alternate treatments of your logo, and whenever possible, use the standard version.

---

If you have concerns about your logo and what it is saying about you, our team would be happy to help you optimize your current logo or design a whole new brand identity. Just contact VistaComm today for a free consultation!

 

Read Full Article Here: What’s your logo design really saying about you?

What’s your logo design really saying about you? posted first on http://vistacomm.blogspot.com/