60 Ideas In 60 Minutes Stafford Kendall Principal, Covalent Logic
2 - Online Background Searches • Google their name • Facebook • LinkedIn Great for pre-client meetings, new hires.
4 - Upload and Link Files Don’t send attachments. • Why: Doesn’t clog up email with large files (yours or theirs) and you can see if they download (with proper tracking) • How to: get an FTP space from your Web provider, or use Google’s.
7 - Google ads to test headlines • Create 4 or 5 suitable headlines • Buy $50 worth of Google text ads • Place the 4 or 5 headline in equal rotation. Watch for 5 days to see how the ads compare. • Run the best performing one as the headline in your print ad campaign.
9 - Google Apps • Documents • Presentations (PowerPoint) • Spreadsheet (Excel) • Forms (Access) • Folder (Storage)
14 - When Trying to Get Media… • Be available by phone, email and in-person 24/7. • Their deadline is the most important factor in your getting good coverage. • Have an expert ready for a telephone interview, rather than you giving the quote.
16 - Ask Fans to Promote You • Word of Mouth marketing is by far the most effective. • Not controllable, but it can be initiated. • If you don’t ask, fewer folks will talk about how great you are. • All it takes is a request, but a reward can spread the flames.
18 - Content Marketing Strategy • Spread your intellectual property, not just your marketing message. Consider some of these methods: • Columns in corporate newsletters. • Take home flyers of helpful tips for schools. • Creating an RSS feed for sites to include your content on their site.
20 - Save letterhead for letters. • Have a preprinted or electronic shell to use for more casual documents.
22 - Use Your Lifelines • Phone a Friend • Ask the Audience • Narrow the Choices • Change the Query
23 - Convert to PDF • Use “live type” not image settings • New Microsoft Office includes PDF-ability. • Online services can convert one or two documents. Never lose fonts or formatting.
26 - Use a Sticker or Die Cut On a stock folder for a custom look.
29 - Emily Post Is Right • Handwritten notes and personal letters go a long way.
30 - Set A Goal • A *real* quantifiable goal for everything you do – it lets you judge if you idea/strategy/tactic could fulfill the goal, and, after you execute – if it worked.
33 - Answer the Phone • It seems simple. • It seems easy. • Not everyone does it.
35 - Reduce, Reuse and Recycle • Trim off the part that’s no longer appropriate. • Make pocket cards from old printed materials. • Have a printer “pad” letterhead with the out-dated part cut off. • Use the cover in a three-ring binder sleeve.
36 - Mandate an EmailSignature Stafford KendallprincipalCOVALENT logicIdentity | Advertising | Interactive225.389.1010 office225.389.1079 facsimile225.205.0090mobileUnder Development telepathy635 Main Street Studio 3Baton Rouge, Louisiana 70801 email@example.com
37 - Use Both Sides • When offset printing, it doesn’t cost double. • When crash printing, saves money on paper!
38 – (in)formal Advisory Council At least one person from each group: • Outside your industry • Inside your organization • Someone who answers the phone • Outside your organization, but inside the industry • Out of market, inside the industry
40 - Custom T-Shirts • Make a shirt that people *want* to wear. • Clever, fun, creative message • High-quality (100% cotton, thick) • With pocket
41 - Rewrite your boilerplate • What you do, who you do it for, and why you do it. • Include a recent award, and update quarterly. • Avoid industry jargon that the general public will not understand. • Include your Web address
43 - Rewrite the leader’s bio • Use simple English words and expression. • Convey a sense of personality in the bio • Get people interested in the company because they feel something about the leader. Tell a story, don’t report facts. Like any narrative, there should be a focused theme to the narrative bio, and links between the job history.