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I’d Rather Have a Root Canal than Buy a New Car

January 9, 2012 By Leave a Comment

A 2011 Honda CRV. Its color is glacier blue, which is a medium tint blue with a metallic sheen to it.I said we wouldn’t do it, but having a kid changes a lot of things, one of which being holiday travel arrangements. Our plan was to stay in College Station for Christmas this year, mostly because neither of us expected to meet Tyson before his due date in mid-December. Alas – he came a few weeks earlier than expected and, of course, we made the trek into Arlington for the holiday get-together with my family.

It became readily apparent as I played cargo Tetris for the umpteenth time – the Romacks teeny, tiny Honda Fit wasn’t really fitting much of anything. It’s amazing how roomy those things are – when it’s just Angela and me sucking up the oxygen inside the cabin of this subcompact. Add a dog, or two, and another human being, and you’ve got a recipe for cramped and cranky commuters.

Imagine my surprise when, coincidentally, the good folks at Rusty Wallace Honda in Dallas hit up our phone with an intriguing proposition. It’s the same old song and dance – they’re in need of used vehicles, ours is a couple years old, they want it and will offer us a brand new vehicle for no money down and the same monthly payment. As I unravel the offer a bit, we negotiate that, for a few extra bucks each month, our growing family will step into the SUV terrain with Honda’s snappy little CRV.

I don’t like buying cars. Sure – I love to inhale the sweet aroma of glorious new car scent for a few months, but I’m not keen on dealing with the middle man needed to have this said scent grace my nostrils. Don’t get me wrong, Rusty Wallace Honda is hands down where we’ll buy our cars time after time because they’ve done good business with us on every occasion. I just can’t help but get a little irritated by the false flattery and disingenuous buddy-buddy conversation that goes down with many of the car salesman I’ve  encountered through the years.

You know what, though? I have to catch myself from slipping into the slick salesman, hyper-personable businessman mode from time to time. It’s always a humbling experience when I buy cars because it pits me against these expertly trained and highly motivated fast talkers – and reminds me that I can’t base my business on smooth talking and ulterior motives.

As we take delivery of our sexy new set of wheels tomorrow afternoon, I will be sure to remember that I strive to establish my relationships on integrity. I foster transparency and openness with my friends, colleagues and clients. I say what I mean and mean what I say. I desire to cultivate a personal and professional brand that resonates these ideals – each and every time. Not just when a pitch hangs in the balance. Not because a deal is about to go down.

How are you striving for integrity in your marketplace? What ideals and principles do you desire to resonate with your network? Spare a few seconds and let me know in the comments.

Filed Under: communication, community management, social media and marketing, Uncategorized Tagged With: , ,

6 Ways to Plan the Party of the Century – and Build a Buzzing Digital Community, too

August 18, 2011 By Leave a Comment

It’s summertime, and that means more parties, get-togethers and shindigs – all meaning I’ll have to spend a few extra hours int the gym to work off the celebratory cuisine. We’re rounding the corner on Labor Day and I’m sure, like mine, yours will be met with much fanfare and hullabaloo. As I’ve eyed the calendar with great expectation for September 5th to arrive, I’ve had something else on my mind…

Planning a party isn’t too far off from what we do as content marketers and community managers, right? I mean – sans my crazy uncle and the clean up afterward. You are the host or hostess to a celebratory and community-oriented event for your brand, and maybe it’s time we start acting like party planners instead of boring old agenda pushers.

My aunt, Lissy, put a ton of work into the family’s annual 4th of July shindig this year, and I decided to peel back the layers on what it took to make it all come together. I think we can all learn a valuable lesson from this “hostess with the mostest”.

  1. Prepare Ahead of Time – My aunt had been planning the get-together for about a month now. I got the first phone call in early June to confirm whether my wife and I would be there. They wanted to prepare food arrangements and get a time hammered down. Often overlooked, but incredibly valuable, is the step where we must “listen” and “prepare” before launching our spiffy new social campaigns. You need to understand your people, whether presently connected or not, to effectively target their needs and preferred medium of communication.
  2. Create the Atmosphere – It may take streamers, balloons, a spread of chips and dip or an open bar, the party planner has to set the tone for a good time. For our family, an endless supply of guacamole and a pool are all we need. Your audience may need a little more or less. Remember mileage may vary. In some cases, more conversation is necessary to break followers out of their shells. Lengthy articles or short, bite-sized nuggets? Your party, your call.
  3. Acknowledge Your Guests – My aunt has a way of making her guests feel like they’re the only ones in the room. It’s a gift, and one I greatly admire. The fact is that you must acknowledge your guests. They want to interact with you, otherwise they wouldn’t be there, so don’t disappoint. I make it a habit to respond to most, if not all, comments that come in to my blogs or social platforms. Give your guests the time of day and value to their attendance.
  4. Meet Their Needs – It wasn’t enough to just have a full house, Lissy pulled out all the stops to make sure we were comfortable, including a very decadent, super sweet and very tasty chocolate cake from the Cheesecake Factory. I didn’t leave thinking about things I didn’t “get” from the party – all my needs were met. Do we consciously think about that with our online party goers, too? Content and community are what meet the needs of your audience. These two components answer questions, find common ground, instill trust and help your customers make buying decisions. Meet their needs and your followers will most definitely meet yours, as well.
  5. Make It About The Party and Not Yourself – This one is tough and why so many brands blow it digitally. I didn’t go to my family’s 4th of July soiree to hear about all the awesome new additions to my aunt’s gorgeous home, though I’d happily listen. No – I’m selfish. Your selfish. Your customers and audience are selfish, too. The experience is about them. If you provide compelling content that sparks discussion and mobilizes readers – all your planning will pay off tenfold.
  6. Always Thank Your Guests – They didn’t have to party with you, but they did. In everything that she did, my aunt demonstrated how grateful she was that we attended her party. She even spent a few minutes as we were heading home to tell us how thankful she was that we drove there from out of town. Your guests need to know that you value their time and effort. Make sure to incorporate nods to that fact when creating content and preparing your next campaign.

Whether you’re serving up a DJ and some hamburgers or a blog and email marketing campaign, you can take the qualities of a stellar party planner and throw a ball that keeps folks talking. Remember to have fun and keep it interesting – after all, isn’t that the recipe for a good party?

What is the coolest party that you’ve ever attended? What did the host or hostess do to make the event so memorable? Give us your take in the comments section.

Filed Under: community management, social media and marketing Tagged With: , , , , , , , , , ,

Brand Voice: Observations Made Behind a Drum Kit

August 9, 2011 By 1 Comment

Tuning a drum is one way to tweak its voice.It’s no secret – Ross and I are musicians. If we’re not glued to a computer screen, blogging and tweeting our way to better relationships for our clients, you can probably find us on a stage somewhere. I’ve been a drummer and percussionist for the past 10 years, playing for various church worship teams and ministries, independent artists and, just recently, appearing on my first recording project.

“Voice” is a characteristic that many musicians tend to overlook. I’m enamored by fullness and rich color in musical instruments, which, surprisingly, seems to be something many musicians lack nowadays. Sheer talent and “chops” seem to be the aim for most musicians, and I think ability is only part of the equation. Don’t get me wrong – you’ve got to have skill, but letting your personality resonate through your instrument is something an audience can hear from a mile away. Drummers that capture who they are and how they feel through their sounds have my attention from the first downbeat to the last bar of the encore.

It’s all about resonance and connection, right? Brand voice is just as imperative to master as my drum sounds, and seems nearly as allusive for businesses as it is for drummers. It doesn’t have to be a challenge, though. Here’s a few considerations I have when I pull my drums apart and get them prepared for a gig – and what I consider when developing brand voice.

  1. CONFIGURATION: Having access to a wide array of drum sizes and materials of which the shells are made, drastically affects the colors I’m able to produce. I could opt for a fusion setup, which has a mixture of mid-sized drums, allowing for greater versatility. The drum voices will resonate in a wider variety of genres and styles, making it easier to fit into almost any setting. I could throw on some bigger drums for a rock show, or maybe tag on a smaller drum for a jazz combo – but I have a great blend for virtually any group I’m playing alongside.

    Your brand’s voice must resonate with the individuals receiving it. Your configuration may vary as you communicate with more specific groups, but stay “wide open” when addressing a more general audience. Focus on who’s receiving your message and the voice that fits their style.

  2. TONE: The characteristic of tone is one that sets the foundation for all of your interaction. It’s what sets the stage for the personality of your communication exchange. Who are you and how do you want your messages received? Tone is one of the most fundamental qualities I listen for with any instrument – especially drums and electric guitars.

    Tone helps to define personality. It’s subtle, but understood, and always something to continuously gauge. The drum tones I make use of directly reflect the mood I’m feeling or the venue I’m playing that evening. Are my drums punchy and prominent? Or are they thick and colorful? Brands must decide how their tone of voice is relayed with each communication. How do you transact face-to-face? Translate that tonal quality into your digital conversation.

  3. COMPLEXITY: You wouldn’t believe how complex cymbal voices can be. I own around 10-15 cymbals, each with a unique voice to compliment my palette. Cymbals aren’t just harsh, metallic sounds that crash and splash in the mix. They have underlying qualities and not-so-obvious nuances that define the complexity of their voice.

    Businesses need to be mindful how complex their message is to their audience. Are you talking over their heads? Using jargon that isn’t relevant or understandable? My cymbal choices are always relative to the style I’m playing – and your language should do the same when you’re pinpointing your brand voice.

  4. INTENT: I’m quite methodical about the sounds I utilize in my setup. Each drum and cymbal voice has a specific purpose as its added to the kit. With each color I add to the mix, I ask myself how it benefits the overall sound and if there’s something else that could be used more effectively.

    It’s important to be intentional about how your brand’s voice is conveyed. Know how and why you communicate what you do. At the end of the day, too, remember that you can always refine and redefine. consistent – but know when you aren’t communicating exactly the way you envision.

It’s the day of the big gig – and you’re getting ready to play to that sold-out crowd. What are some ways you think about your voice – both onstage and online? What can brands do to ensure their message is heard loud and clear, and exactly how they intend consumers to hear it? Sound off in the comments section – we’ve already checked the mic for you.

Filed Under: Branding/Brand Identity, community management, content marketing, social media and marketing, Uncategorized Tagged With: , , , , , , , , , ,
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