Archive for September, 2009

Pictures From 451’s Retreat Are Up

September 30, 2009
451 goes to Thompson Island!

451 goes to Thompson Island!

Check out 451 Marketing’s pictures from the company outing to Thompson Island here! Leave your comments.

451 Marketing Launches Massachusetts: It’s All Here Website

September 29, 2009

Massitsallhere.com's homepage designed by 451 Marketing

Massitsallhere.com's homepage designed by 451 Marketing

451 Marketing recently designed, developed and launched www.massitsallhere.com, a one-stop portal that provides businesses, individuals, families, tourists, and students with Massachusetts resources and connectivity to public, private, and academic partners throughout the state. The site is the central component of the Massachusetts: It’s All Here marketing campaign, a public-private partnership between the Commonwealth’s Department of Business Development, MassEcon, MassDevelopment, and the Massachusetts International Trade Council.

The new site is a collaborative web-based effort focused on retaining existing employers and attracting new jobs, businesses, and creative talent to Massachusetts. It connects a growing network of those committed to establishing the state as the destination of choice for every business, young mind and new idea considering a home in Massachusetts. The adopted model, which categorically breaks information down into Grow here, Live here, Work here, Play here, Study here, allows for easy navigation and accessibility, as well as linkage throughout the Massachusetts ecosystem. Dozens of industry groups, regional councils, agencies, and organizations throughout the state have adopted the It’s All Here logo and linked into the portal, providing the state with a common web-based resource.

Are you asking the right questions?

September 10, 2009

A client of ours is a prolific user of metaphor.  But those metaphors have proven effective in getting his points across.  The most recent one was a description of his role as a sales professional.  His first job, as he described it, was to identify his prospect’s wound.  His second job was to rub as much salt in it as possible.

Apt.  Grisly perhaps, but apt.

Let’s think for a moment about what he’s trying to achieve.  From the perspective of marketing and advertising, it’s exactly what we do on a daily basis.  Gone are the days of simply saying your product is there and it works.  We’ve all developed an immunity to simple fact-bast advertising.  Instead, you need to appeal to a client’s target audiences on an emotional level.  You need to show them that they have a need.  They need your service now in order to prevent something worse from happening that would cost more money down the road.

It works, right?  Yes.  But who wants to appear as a fear-monger?  We don’t.  Our clients don’t.  So that begs the ququestion markestion of how to expose (and maybe aggravate) a prospect’s needs without being too obvious about it.  How to do it a little more…indirectly.

One way is to ask questions. Loaded questions, to be sure.

A tactic that we often take is to first identify the problems our clients’ targets may have.  That’s the basis for everything.  Since they know their prospects best, they know exactly what frustrates them on a daily basis.  They know exactly what keeps them up at night.  They also know exactly how their services or products can be solutions for those problems.

Next, you need to put yourself in the shoes of the various people you’re targeting.  Think about what is important to the individual executive your message is reaching.  A pain that’s top of mind for a CIO, most likely won’t even be on the CEO’s radar screen. 

Imagine a scenario where your service could save your prospect significant money, because of a change in how their industry is regulated.  The CEO has probably heard about the regulatory change, but only understands how it impacts the highest levels of the organization.  The key here is to highlight the CIO’s pain for the CEO and get him thinking about how it could have a great impact on the bottom line.  Does he even know about this?  Does he know how to ask his employees about it?  Perhaps not.

The questions need to be seeded in the CEO’s mind.  If the CIO or IT Manager is your actual target audience, wouldn’t the most powerful form of advertising be to have the CEO start asking them about what they’re doing to address x, y or z?

Sometimes the most obvious approach isn’t always the most effective.

Our Interview with New Media Marketing Innovator, Author and Restaurant Owner, Justin Levy

September 1, 2009

justin-lcp-gradsmFor part four in our series of “451 Heat 1-on1’s,” we spoke with the General Manager of New Media Marketing Labs, Justin Levy. Justin, based in Boston, helps businesses understand the potential of new media marketing, including how to use social media tools like blogs and community platforms to listen to clients and drive business revenue. He is the author of a forthcoming book, “Facebook Marketing: Designing Your Next Marketing Campaign,” and the Partner/General Manager of Caminito Argentinean Steakhouse.

To read more about Justin’s experience using social media to the benefit of his restaurant business, his new book, and his experiences working with Chris Brogan and New Media Marketing Labs, scroll on.

What first compelled you to engrain yourself in the world of new media marketing? Did you immediately recognize the potential that these tools could have for your restaurant business?

I have always used these tools as they continued to evolve. It first started out with forums, user groups, chat rooms, IRC and IM. Over the years it evolved into social networks such as MySpace and Facebook. Of course, the number of social networks have continued to grow and now there are a whole host of networks which make up the tools and core of new media marketing.

As it relates to the restaurant. I began experimenting with these tools because they were free and we needed to find ways to extend our brand. Our issue was never a quality of food or atmosphere inside of the restaurant. But, if no one is coming in and buying your stuff, then all of that other hard work doesn’t matter much. We began using new media marketing as a way to grow our brand, build community and leverage that community to spread the word about our restaurant.

Tell us about New Media Marketing Labs and what sort of brainstorming led to the creation of the popular events, Inbound Marketing Summit and Bootcamps?

New Marketing Labs is a social media agency that was founded by Chris Brogan. We opened at the beginning of 2009. At New Marketing Labs, our team works with medium and large businesses to help them use these tools to move needles that are important to them. We do this by helping them to develop a strategic plan with clear deliverables backed by a strong analytics dashboard. We do everything from strategic development to blogger outreach to manning listening and monitoring stations and a host of other activities related to using social tools to fulfill business needs.

Our Inbound Marketing Summit event is a 2 day conference that was formerly the New Marketing Summit. The New Marketing Summit has been around for approximately 3 years and was run by our parent company, CrossTech Media. When we started New Marketing Labs, we acquired the Inbound Marketing Summit from HubSpot and adopted the name. The Inbound Marketing Summit brings together some of the top thought leaders, marketers, brands, and agencies in the industry to discuss using these tools to take strategy and turn it into action. For 2009 we brought the Summit to 3 cities: San Francisco, Dallas and Boston on October 7th and 8th.

The Inbound Marketing Bootcamps are intensive one-day keyboard level training events. Topics typically include blogging, social networks, social media marketing, listening and monitoring, profile development, reputation management, and how all of this ties into business needs. By the end of 2009 we would’ve held Bootcamps in 5 cities as well as our private Bootcamps we do for brands.

You are currently in the midst of writing what should be a popular book, “Facebook Marketing: Designing Your Next Marketing Campaign.” Even social media savvy individuals and businesses seem to struggle at times to grasp how they should be using Facebook to connect and mobilize fans and prospects around their product or service. Will you address how Facebook should be utilized by B2B marketers to have a more effective reach and engage with potential buyers?

That is exactly the intention of the book. This book is being written for businesses and will, hopefully, provide them the concepts, strategy and tactical information needed to bring Facebook into the fold of their marketing plans. The book will provide a basic overview of features, deep dives into some of the tools that are important for businesses to understand, a review of some of those brands that are considered the “best in class” through their use of Facebook, and how to build a marketing plan that has Facebook as a main component of it.

Every social media marketer seems to have a slogan, or a concept, that they espouse when describing how best to use these tools for business (i.e. “listen to engage’, etc). What is your go-to?

While I have a lot of ways that I tend to explain how I believe these tools should be used by businesses, I tend to return to topics surrounding how these tools allow business to become humanized. Also, that we tend to want to do business with friends. By showing the human side of your business, it allows you to develop these personal relationships with your customers. In turn, they become fans of your business, product, or service and carry forward the message.

I also think that listening and monitoring is the most important thing that any business can do, especially when they’re just starting out. Conversations are taking place all around their brand, products, services, executives, competition and industry.  It’s up to them if they’re going to be part of that conversation.

What have you found to be the most useful social media tools for marketing your restaurant? Why do you think this is the case?

The most successful tools for our restaurant have been our listening and monitoring station, blog, video blog, Twitter, Facebook, Yelp, and Flickr. Each of these tools allow us to have two-way conversations with our customers and fans. They also allow people to connect with us on a more personal level and get to see some of what goes on behind-the-scenes at a steakhouse. Tools like Yelp allow us a mechanism for feedback about what our customers like and don’t like.

What kinds of advice do you give to people who are just beginning to get involved with social media?

Start reading as much as possible. Subscribe to blogs that you find valuable and start following those people who you learn from on networks such as Twitter. Also, don’t think you need to start everything at once. You should lay back for a minute and observe everything that is going on and then set a plan on how you want to engage. If you don’t have a clear plan of how you intend to use these tools and what your measures of success are going to be, it will be hard to determine if you’re using the right tools in the proper manner.

Chris Brogan is obviously a very popular figure on the social media web. Can you tell us what the most important thing is that you’ve learned from Chris?

I’m constantly learning from Chris. I’m extremely fortunate to get to work every day with someone that I consider a mentor and a friend. Probably the single most important skill that I continue to learn from Chris is how to build community with trust at its core. In everything that Chris does, one of the reasons he’s able to be so successful is due to how hard he has worked to build and nurture his community. He gives everything he has to his community.
For more information about Justin Levy, visit his blog.