Media Buying Services: Refine Your Reach Right
Would a 30-second commercial during the Final Four be worth your precious ad dollars? Are your potential customers watching Vanderpump Rules? Would your jingle jibe with an easy listening lineup? Or, in a world of explosive digital media, should you tune out broadcast altogether?
In most cases, the singular answer is this: It depends. Clearly, not very helpful. What is helpful? Leaving the complexities of media buying to the experts who know them, inside and out.
Media Buying: An Art and a Science
When you hear that familiar radio commercial, or a clever online banner ad catches your eye, you know it didn’t turn up by accident. So, what’s its backstory? If the advertiser was wise, plenty of research, strategy and well-seasoned savvy went into that ad’s placement. Hopefully, the advertiser relied on a reputable, regional pro to ensure the marketing message’s optimal performance.
A solid, innovative advertising campaign represents only half the battle. For the full win, you need to reach your intended audience, and in just the right ways. Working with Market Mentors gives you every advantage in the realm of media buying. We invest in the appropriate research data and tools to drive our decisions and negotiations on your behalf.
When determining how, when and where to buy media for a given campaign, we begin with the end game: your marketing goals. For example, is the campaign relevant mainly to parents? Women of a certain age? Young men considering college? Or, could it appeal to nearly anyone living within a certain geographical area? Once your target audience is identified, where are you most likely to find it?
Then, there’s the matter of pacing; would a continuous campaign make sense, or should you plan a series of single, well-timed blasts? Believe it or not, the answers here are sometimes surprising. Basing execution decisions on anything other than well-researched findings backed by red-hot data can prove regrettable.
The Tried, True and Nontraditional
Everyone knows that social media and other digital platforms have revolutionized advertising. It’s a good thing—provided you don’t lose sight of tradition in the thrill of the digital chase. The key to effective media buying is to maintain balance; there’s a lot of opportunity out there, and it’s important to realize that the latest isn’t automatically the greatest.
Our commitment is to make the absolute best use of your budget through a well-executed, integrated campaign. In just the right measures, we combine the most appropriate of today’s strategies with the best of the timeless ones.
Market Mentors is a Google Certified Partner and the only agency in our market to invest in Nielsen Television and Audio ratings, among others, to guide our decisions. Performance reporting and analytics provide us with the facts to make media plans more efficient, delivering a better ROI. This allows us to customize media plan strategies and executions specifically for your campaign.
Best of all, determining ideal placement of your marketing message is just the beginning. Our media buying services also include negotiating cost and added value, as well as tracking and analyzing your media investment.
No one offers a more tenacious or better-equipped team to craft your campaign and maximize your media plan. Evening news or Facebook newsfeed, we’ll put your business where it needs to be. Let us help you partner efficiencies and put your advertising to work.
Direct Mail: Success Is in the Details
With the advent of digital and email marketing, many predicted the death of direct mail marketing. Like typewriters, beepers and instant messaging, snail mail was expected to be tossed in the landfill of outdated modes of communication. But while it’s true that response rates for direct mail have dropped some over the last decade, it’s still 10 to 30 times higher than that of digital, according to a Forbes article last year.
One reason direct mail has remained so effective is that it’s tangible: it is seen and felt, and can be easily saved, reread and even passed along. Direct mail can also make recipients feel special. If you are inviting someone to an event, a mailed invitation is much more personal than an email blast or post on social media; making the recipient feel you really want them to attend.
You want to make sure that what you send cuts through the clutter, both in terms of messaging and visual appeal, but in addition to attention-getting copy and visuals, you need to consider the best format for your mailing.
For example, if you need to convey important information about changes to an account, an official looking letter may be your best bet. This is also true if you are including protected information, as is often the case in the financial and health care industries. On the other hand, a big sale might warrant a flashy postcard with lots of images or a coupon. If you have a lot of information to share, a newsletter or magazine may be the best option, so people have a chance to read and digest the information.
Direct Mail Cost Cutting
Many times, the perceived high cost of a direct mail campaign can serve as a deterrent, but there are many ways we can help you to minimize costs, such as:
- Using standard-sized postcards and envelopes. Odd sizes and shapes will likely cost more, both in terms of production and postage.
- Sending a postcard instead of a letter, saving up to 30 percent on postage, and saves you the cost of printing an envelope.
- Taking advantage of bulk mail discounts.
- Ensuring your mailing list is cleaned of bad or incomplete addresses and duplicates.
- Targeting your purchased mailing list by geography, income breaks or other metrics to really home in on your target audience.
One Call Does It All
When you work with us, we can coordinate your entire direct mail campaign from start to finish. From messaging through format and design, printing and mailing, we know the questions to ask, and the pitfalls to avoid.
We’ll help you define your goals and your target audience to create a campaign that reaches both in the most budget-conscious way possible. Contact us today to get started.
SEO and PPC: Understanding the Alphabet Soup Called Online Advertising
With SEO and PPC, digital marketing terms can look like alphabet soup to the untrained eye. However, search engines, like Google, Yahoo! or Bing are where people turn for information in this digital age, so it’s important to understand how they work, and how to use them to your advantage.
Understanding Search Results
When someone enters a query into an online search engine, two sets of results appear. On top (and often on the bottom as well) are the paid advertisements—businesses who have paid to have their names come up on top. Next are the “organic” search results. The organic results are the most relevant websites the search engine compiled based on the search terms used. You can improve your ranking on that list through search engine optimization (SEO).
SEO has become increasingly difficult to manipulate, and the various search engines use different algorithms to display results. Depending on the popularity of specific search terms or keywords, you may find you have a lot of competition for attention.
The good news is that digital advertising can help ensure a brand or company appears on that first page of search results—the best real estate online. One of the most effective ways to advertise on search engines is to use pay-per-click (PPC) advertising.
AdWords is a branded process of PPC advertising used on Google and Bing (other search engines like Yahoo! have PPC platforms as well). Whether you are looking to attract new website visitors, grow online sales, get the phone ringing or keep customers coming back for more, AdWords offers a solution.
Using AdWords, you can strategize when an ad should appear based on the keywords entered into a search. You can also target the ads based on geography, allowing you to better home in on the audience you want to reach.
AdWord campaigns are budget friendly because you are only charged when someone clicks on your ad–not when they see it but don’t click. When someone sees the ad but doesn’t click, it’s called an “impression.”
Our Google-certified media coordinators track your campaign to ensure it is generating results by identifying click-through rates and impressions. If a campaign is working well, there will be a higher click-through rate. If a campaign isn’t working well, the number of impressions will be high, but the number of clicks will be low. In this case, we can make changes in real time to enhance low-performing campaigns.
Expertise Matters for SEO and PPC
Improving SEO and coordinating a PPC campaign doesn’t come easily to everyone. Google has a training process to help generate the best results. Google-certified partners have a proven understanding of the platform that goes beyond best practices for the best return on investment. Not only does a Google preferred partner understand the platform better, but they are likely to drive better results because partners have passed tests administered by Google to assess skill and expertise.
Having trouble differentiating your SEO from your PPC? As a Google-certified partner, we can help. Whether it’s your website that needs optimizing or an online campaign you need coordinating, contact us today.
Presenting with Success
Studies show that 75% of all people experience some degree of anxiety or nervousness when it comes to public speaking. Surveys about our fears commonly show that fear of public speaking tops the list, as our fear of standing in front of a group and talking is greater than even the fear of death. Here, we share some tips about how to give a presentation like a pro!
Preparation doesn’t just mean standing in front of the mirror and running through your presentation repeatedly. Being prepared with your content is a given, but a good speaker needs to know their audience and what they expect and hope to take away from the presentation. Obviously, a presentation before a roomful of CEOs will differ from a roomful of assembly workers.
BONUS: Know your presentation space! Problems arise when speakers find themselves in a room that’s too big, too crowded or not set up properly. Make sure you check out the space where you’re going to be presenting in advance to see any limitations and solve them prior to taking the stage.
Many presenters begin by stating their name before uttering, “Let’s get started.” This stale approach could begin an hour-long snooze fest. If you start your presentation with a boring tone, you’ll lose your audience before you start. In an era of engaging entertainment, you need to start with a bang. Incorporate a compelling quote, story, stat or question to engage your audience and then introduce yourself and your topic.
BONUS: Don’t feel you have to stand behind a podium if there is one; it can become a barrier between you and the audience and make you appear stiff. If you’re comfortable and the space permits, walk around a bit and gesture naturally. It will help keep the attention on you and make the audience more comfortable as well.
Conversation, Not Presentation
When planning your presentation, you should have a couple of points where you plan for an interaction with the audience. This makes your presentation more useful and interesting for audience members. A conversation allows the audience to ask questions and talk to you like a human, rather than a presentation robot.
BONUS: Great presenters can tell stories that captivate the attention of the audience. Stories shouldn’t be told just for the story’s sake, they need to illustrate key points of your presentation, which helps make your presentation memorable.
When it comes to presentation design, there is often a confusion between beautiful design and effective design, and when to use each. If you are presenting in front of a room full of interior designers, you may want to make sure you add a little artistic flair, while a room full of lawyers may care more about the content of your speech rather than the design. You need to have a clear idea of your message, your audience and your delivery style.
BONUS: Your visuals should enhance your presentation, not repeat it. Avoid cramming so much onto each slide that the audience can’t read it. Reduce each slide down to its essence, and go into detail during your remarks.
Market Mentors Is Here to Help!
Every professional speaker benefits from coaching to help with presentation skills. At Market Mentors, we can help you learn better presentation skills, plan your presentation effectively, offer design suggestions–or design the presentation top-to-bottom–and give you all the tools to become a presentation professional!
Recently, our president, Michelle Abdow, was invited to speak at the 2018 ADAM Annual Meeting and delivered a presentation on All Things Media. By employing the tactics detailed in this blog, Michelle’s presentation was well-received. You can celebrate similar results. Contact us today to get started!
All Things Media: Paid, Earned, Owned and Shared
Media plays a major role in the sales funnel, which from top to bottom, includes awareness, interest, decision and finally, action. But with the average consumer being exposed to about 30,000 messages daily, it can be hard to cut through the clutter. That’s why it’s important to understand all things media, including paid, earned, owned and shared, and use them in combination to drive the results you want.
Paid media is advertising—paying to promote your products or services. It offers immediacy, scale and control. If not done well, however, it may simply add to the clutter, costing you money without much reward. Many businesses default to a “spray and pray” approach; they spend a lot of money on placement, but without a focused message and targeted buy. In addition, because anyone can buy an ad, paid advertising typically does not enhance a brand’s credibility.
The three essential components of paid advertising are reach, frequency and message. Reach tells you how much of your target demographic you are reaching. Frequency tells you how often your target audience will be exposed to your ad. And of course, your message is what you are saying, and how you are saying it.
Syndicated media measurements are best when calculating reach and frequency. It’s why we are one of the only agencies in the region to subscribe to the top sources for this information: Nielsen TV and Nielsen Audio. All too often, we see companies who buy the media they watch or listen to the most, even when they aren’t in their own target audience. Syndicated media measurement allows us to home in on your demographic without personal bias, giving you the biggest bang for your advertising buck.
Earned media is public relations. Through press releases, media alerts and media relations, our public relations specialists work to gain you media exposure in news segments, feature stories and bylined articles, positioning you as a thought leader in your field. And unlike advertising, there is no cost for the coverage—just time and effort.
Done well, the result is a third party talking about your product, service or brand. This enhances your credibility and provides you with shareable content you can use on your website to enhance SEO.
The challenge with earned media is that there is little control and no guarantee the media will share your message. That’s why partnering with an agency like Market Mentors, with a broad network of media connections, is beneficial. We know how to align your goals with the goals of the media to create a win-win situation for everyone.
You likely already own some media, including your website, videos, collateral, blogs and case studies. These assets that you control can help you build long-term relationships with existing and potential clients. They offer longevity and the ability to reach niche audiences, and make great sales tools.
Other forms of media can maximize the effectiveness or you owned media, which can be difficult to disseminate without the benefit of a plan.
Also referred to as social media, shared media provides a personal approach to promoting your brand. It allows you to develop relationships with your customers, which can help grow loyalty, and provides easily trackable analytics. It also provides a great, no-cost, way to share what you are doing for paid, earned and owned media.
However, you can easily miss the mark without a clear understanding of the many social media platforms—Facebook, Twitter, LinkedIn, Instagram, YouTube and more. In addition, your social plan needs to keep pace as each platform continues to evolve.
The best marketing strategies encompass all things media because each can effectively reinforce and bolster the other. Strategically placing your paid media in concert with earned news coverage and sharing it through your owned and social media channels is an art all its own. Let us help you paint a masterpiece.
Teamwork Makes The Dream Work
It’s no surprise; happier employees do better work. When team members are satisfied and energized, they produce stronger results and put in the extra effort needed to meet their goals. However, too many executives believe that happiness is a function of salary, benefits or job title, rather than considering less obvious factors, like teamwork, that contribute to an employee’s happiness in the workplace.
One such forgotten factor is the element of teamwork and camaraderie. If you think camaraderie in the workplace is nice but not essential, know that feeling connected to one another can actually improve happiness and productivity in the office. Studies show that companies with a highly engaged workforce realize a 41% reduction in absenteeism and a 17% increase in productivity. Team bonding helps teams perform better, work more collaboratively, and boost employee retention rates.
Imagine walking into an office each day where you don’t really know anyone or don’t like the people you do know. You’ll probably want to bolt out the door as soon as you can! Conversely, when you are energized by your colleagues, you’re more likely to stay until a project is done and bring energy and enthusiasm with your work. When workers genuinely like each other, their work on team-based projects greatly improves. Communication levels on projects is higher when workers play off each other and defer to those who have stronger ideas and more experience. Also, workers connected with their co-workers and engaged in their work are more likely to remain with the company in the long term.
Camaraderie Indicative of Leadership
Camaraderie is the spirit of trust and friendship, and a crucial indicator of successful leadership. Leadership is a social process used to engage a team of colleagues to meet and overcome challenges. Studies show the best organizations engage their workers through camaraderie, which can be nurtured through four leadership behaviors. The best leaders:
- Regularly express appreciation to associates for their work and team efforts.
- Make a habit out of soliciting ideas from colleagues and use the collective ideas and energy of the team.
- Communicate transparently. Transparency and participative management foster teamwork and trust.
- Take a genuine interest in the careers of their workers. Mentorship breeds camaraderie.
How to Build Teamwork
Workplace camaraderie is an important environmental necessity within a company. When a team grows together, enjoys each other’s company, and supports each other’s strengths, it grows stronger. Here are some ways you can help build workplace camaraderie:
- Create a company culture that is open to relationship building. An employee who is a good culture fit believes in the company’s mission, upholds its values and meshes well with team members. Employees who feel at ease in the office are more likely to engage in deeper, more meaningful conversations with co-workers.
- Encourage group participation in projects. Teamwork means helping each other by working together to achieve the same goal, which is the success of the company.
- Set up socializing time. Socializing after hours encourages people to share stories about themselves. At Market Mentors, we recently took a team trip to the City Steam Brewery and Brew Ha Ha Comedy Club for a night of food, fun, and laughs!
Working with Your Friends
In grade school, teachers wanted you to do your work on your own. The opposite is true in the workplace. Research shows that workers are happier in their jobs when they form friendships with their co-workers. Employees report that when they have friends at work, their job is more fun, enjoyable, worthwhile and satisfying. A Gallup poll found that close work friendships boost employee satisfaction by 50% and people with a best friend at work are seven times more likely to engage fully in their work.
Andrew Carnegie summed it up nicely, “Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives. It is the fuel that allows the common people to attain uncommon results.”
At Market Mentors, our teamwork drives results for our clients! Find out how our team and your team can work collaboratively!
Never the Same Auld Lang Syne: How We Made 2017 Count
In reflecting on 2017, and then on all the years before it, I’ve developed a new respect for an old cliché. That’s because what I see here at Market Mentors is a clear and genuine trend, and there’s just no better way to describe it: each year truly has been better than the last.
New partnerships, significant internal growth, amazing teamwork and unprecedented community engagement marked an exciting 2017. Because our valued clients are at the center of all we achieve, some of the following highlights may ring familiar to you—and I am incredibly proud to share them.
Market Mentors long has been a full-service marketing, advertising and public relations agency. What we’ve done over the last year, put simply, is become even fuller. We’ve welcomed new talent across several specialties, including content marketing, web development, social media and more, enhancing our capacity to design expertly integrated strategies. Best of all, we continue to do it all under one roof, which is more than just convenient when it comes to building your business. One-stop shopping ensures streamlined collaboration and the ability to organically deploy media campaigns. In short, we’ve got one well-oiled operation—and that’s what drives results.
Growing Strong in 2017
As our team has grown, so has the range of industries we’ve had the opportunity to serve and explore in earnest. One that comes to mind is education, where we’ve proven studious, passionate learners. We led the marketing charge around a brand-new preparatory high school and recently began working with the region’s oldest community college, and “conducted” exciting new publicity around Springfield’s most cherished performing arts tradition. We promoted a national retailer with locations across the East Coast, and we’ve channeled our creative energy into the power supply industry. Our accomplishments include all this and much more, meeting some very inspiring people and establishing dynamic new relationships along the way.
All our efforts are team efforts (no “I” in Market Mentors), and there’s perhaps no better illustration than the 2017 election season. Employing our collective knowledge, ideas and skills to build effective campaigns, we helped lead some highly qualified individuals from early candidacy to well-earned victories. One reaffirming, another locally game changing, these triumphs represent the good things that come from tireless commitment and cooperative hard work.
Commitment to Community
At Market Mentors, community involvement is more than something we prioritize; it’s part of who and what we are. This year, you could find us serving up a Mexican feast for residents of Ronald McDonald House, hosting our 9th Annual Kids Safety Expo at the Basketball Hall of Fame and, as winter approached, partnering with the Salvation Army on its annual Coats for Kids Drive.
Though endeavors like these dot our yearly calendars, the most notable one of 2017 was far from planned ahead. In the devastating wake of Hurricanes Harvey, Irma and Maria this fall, we reached out to clients with a proposal to help those affected—and received an immediate, overwhelming response. Together with these generous local businesses, we raised a total of $10,000 for the Salvation Army’s hurricane relief efforts. We already knew the kinds of people we’re proud to call our clients; this experience served to strengthen that.
As we prepare to close out another prosperous year, I am filled with gratitude for everyone who’s been a part of our journey. We look forward to rebranding that old cliché—and making 2018 the best year yet.
Browsers and Search Engines: Not the Same Thing
Do you know the difference between browsers and search engines? This may seem like Internet 101 for some, but others are confused. Simply, a browser is your access to the internet, and a search engine allows you to search the internet once you have access. You have to use a browser to get to a search engine.
You can choose from many browsers, but the most commonly used right now are Chrome, Firefox and Edge. When we develop a website for a client, we ensure it will work across these popular browsers. This ensures that when your customers enter your web address in their browser, your site comes up and is fully functional.
We also closely follow the industry to make sure our sites work with the most-used browsers, as they can change. For many years, Internet Explorer was the top browser, but now its status is in limbo as Microsoft develops a new browser. If and when a new browser becomes prominent, we’ll make sure websites we develop will work with it.
As a business, you want to make sure your website works on the most popular browsers. As a consumer, you should use one of the popular browsers to ensure the websites you visit are functioning as designed. If you use an outdated browser, access to some sites will be glitchy or impossible. Download these browsers here: Chrome, Edge, Firefox.
It likely won’t surprise you to know that Google is the king of the search engines. Bing is in second place. Search engines allow your customers find you when they enter keywords and terms that trigger your site to come up in results. For example, if you enter “marketing agency western mass” in Google, you will see Market Mentors in the results.
Where in the results your website comes up is determined by the search engine’s proprietary algorithm to return only what it determines are meaningful results. To come up on top, you can either pay the going rate for that search (these results are noted as “ads”), or ensure your site is well optimized so that it comes up high in the results organically.
That’s where the art and science of search engine optimization (SEO) comes in. When we develop your website, we make sure it is populated with the keywords and phrases that people are most likely to use when searching for your type of business. But other factors play into maintaining SEO, and the algorithms used by search engines are always changing. That’s why it’s not enough to simply build a website—it also needs regular refreshing, updating and care.
Whether you are concerned about your website’s functionality across the most common browser or you want to optimize your site for the most common search engines, we can help. Contact us today for an assessment.
Area Companies Join Forces to Raise Money for The Salvation Army’s Emergency Disaster Services
Market Mentors, LLC, and nearly 20 local businesses participated in hurricane relief effort and raised $10,000 for the Salvation Army
Market Mentors, LLC, a full-service marketing firm located in West Springfield, partnered with several local businesses to raise money in support of The Salvation Army’s hurricane relief efforts.
Together, they raised a total of $10,000 to present to the Salvation Army, a nonprofit charitable organization that exists to meet human need wherever whenever and however it can, for its long-term disaster recovery efforts for U.S. citizens affected by the recent devastating hurricanes.
This marks the fifth year that Market Mentors collaborated with local businesses to support a worthy cause. Over the past four years, Market Mentors and its clients raised and donated $22,500 to Rays of Hope at the Baystate Health Foundation.
“This year, our staff and clients were strongly affected by the plight of Americans reeling from the devastation after Hurricanes Harvey, Irma and Maria. They wanted a way to help,” said Michelle Abdow, president, Market Mentors. “Our clients understand the worth of corporate social responsibility initiatives and once again gave generously. Thanks to their considerable efforts, we reached our goal of raising $10,000.”
Companies who made a significant donation of $1,000 include:
- Rocky’s ACE Hardware, Springfield
- Forastiere Family Funeral & Cremation, East Longmeadow
- Excel Dryer, Inc., East Longmeadow
- Meredith-Springfield Associates, Inc., Ludlow
- Skip’s Outdoor Accents, Agawam
- Noonan Energy Corporation, Springfield
- The Markens Group Inc., Springfield
Additional participating organizations:
- Aaron Smith, P.C., East Longmeadow
- Advanced Vein Care Center, Springfield
- Bill Sapelli for Mayor, Agawam
- FLN-MAR Rubber & Plastics, Holyoke
- Giombetti Associates, Wilbraham
- Hampden Zimmerman, Northampton and Springfield
- Ken Shea, City Council, Springfield
- Market Mentors, LLC, West Springfield
- Olympia Sales, Inc., Enfield, Conn.
- Pension & Benefits Associates, West Springfield
- Restore Skin Care Center, Springfield
- Skoler, Abbott & Presser, P.C., Springfield
- The Dowd Insurance Agencies, Holyoke
While there are many organizations collecting funds for hurricane relief, Market Mentors selected The Salvation Army as the recipient of this year’s efforts for several reasons. The Advisory Board for The Salvation Army of Greater Springfield recently named Amanda Moyer, director of client services at Market Mentors, as its chair, after she volunteered for over six years.
“I am delighted that we are supporting the efforts of an organization dear to my heart,” said Moyer. “The entire Market Mentors team and I believe in the amazing work done by The Salvation Army, often the first group that responds during a disaster, and the group that stays the longest to help with recovery efforts.”
Abdow and Moyer both note that more help is needed. “Recovery will be measured in months and possibly even years,” said Abdow. “We hope the efforts of all of our partner organizations inspire others to act as well.”
Donations can be made to The Salvation Army at springfield.salvationarmy.org
A “Small” Holiday with a Big Impact
Small Business Saturday is an American shopping holiday conceived by American Express Corporation as a counterpart to Black Friday and Cyber Monday as a means to stimulate local economies, initiatives and organizations.
As the name implies, the holiday is centered around small, local businesses who traditionally offer incentives to encourage patronage of their stores, either the brick and mortar shops or their e-commerce sites. In turn, American Express has offered cash back incentives to those who make purchases on their company’s credit card with these local establishments.
Beyond these financial incentives are many other benefits you may have not before considered. We hope to give you some food for thought before you make that online or big box store purchase.
Supports your local economy
Studies have shown that local business on average generate up to 70% more local economic activity per square foot than a big box retailer. In short, this means that your hard-earned money is staying within your community as small business are more likely to make transactions at other local businesses, service providers, farms, etc.
Supports community groups
Shopping local also helps many small non-profit community groups who depend on the support of local businesses for donations to fund services.
Helps to keep your community unique
Many towns have stores that sell unique gifts and toys that you simply cannot find anywhere else. These stores help make a community home and are an important part of tourism.
Helps to create jobs
Shopping local helps create and maintain jobs within your community. According to a study regarding big box retailer, Walmart, it was discovered that for every new job created by Walmart, 1.4 jobs are lost as existing businesses need to downsize or close. When you shop at a local business, your contribution to job growth doesn’t stop there: local businesses are likely customers of other local establishments like printers, accountants and attorneys, expanding opportunities throughout the community.
Invests in your community
Local businesses are owned by people who live in your community and therefore are less likely to leave. Additionally, these people are more invested in your community’s future, since it is closely linked to the future of their businesses.
Market Mentors is committed to helping local businesses. Our team is poised and ready to help design your new brochures or flyers, boost your social media presence, help with your media planning and buying—and just about everything in between. To find out more about our full-service agency, please contact us to see how we can help.
Corporate Social Responsibility: Doing Good Is Good Business
At Market Mentors, we know the value of a worthy cause. Beyond the feel-good factor, corporate social responsibility (CSR) is an excellent way to build teamwork, enhance employee engagement, support your community, engage your customers—and yes, even provide benefit from positive public relations.
According to Deloitte’s 2017 Volunteerism Survey, 70 percent of employees would volunteer if they had more time. The survey also found that 89 percent of working Americans believe companies that sponsor volunteer campaigns offer better working environments than those that don’t.
With that in mind, here are some of the things we’ve learned over the years:
1. Make volunteering fun.
At Market Mentors, we all enjoy being around each other, so we don’t mind volunteering outside of work hours for worthwhile events. Our volunteer time allows us to practice what we preach—promote good deeds and have a good time doing them.
For example, this year marked our 9th annual Kids Safety Expo at the Basketball Hall of Fame in Springfield. Free and open to the public, the event provides families with invaluable services to protect children. Our team, along with our event sponsors, brought games and fun attractions to each booth to make the event fun. More importantly, we brought energy to make sure the event was memorable for people of all ages.
As the Expo continues to grow, we see how it brings out people and local businesses who just want to be a part of it and help make things happen.
2. Pick causes that hit close to home.
Selecting causes closest to our hearts is a top priority. We look for volunteer opportunities that we’d be involved with regardless of our work.
That’s why we created in the annual Pink Day Initiative to raise funds for the Rays of Hope Center for Breast Cancer Research. The effort had deep meaning to everyone, and it was a big hit with the community––many of our clients and partners gave generously. Over the course of four years, we raised more than $25,000 to support breast cancer services and research for the Rays of Hope Center.
This year, we were stunned by the devastation we witnessed after the hurricanes in our country, so we turned our focus to raising funds for the Salvation Army for hurricane relief efforts. Stay tuned to learn how much was raised!
3. Volunteer for things you can do.
Inspired by National Volunteer Month, we found a way to volunteer as a team by preparing a meal for the children and families at the Ronald McDonald House in Springfield. We decided to make a Mexican-inspired meal, including a taco bar, rice and beans, guacamole, fajita-style vegetables and assorted frozen treats. And it turned out to be a smash hit.
The key was to be realistic about what we could bring them and what they would want. Even a simple idea like a taco bar turned into unique meal, and experience, for everyone involved.
4. Pick your spots.
To paraphrase best-selling author Tom Peters, if a window of opportunity appears, don’t pull down the shade. At Market Mentors, we’re always on the lookout for new CSR opportunities, for ourselves and our clients. That’s why when we were offered the chance to work with the Salvation Army’s “Coats for Kids” program, we seized the opportunity.
One of the most renowned charitable drives in western Massachusetts for 30+ years, “Coats for Kids” has given tens of thousands of coats to needy children. After we got involved with the revival of the program, we were effectively able to collect more than 3,000 coats over the past three years.
You can do it!
There are many sources of pride we’ve had as a company, but none have been more powerful than these experiences that help our communities, bring people together, and even result in positive press for our partners.
If you are looking to launch your own corporate social responsibility program, you can start small. There are many local agencies and organizations who appreciate having volunteers to help with their endeavors; their websites often offer ways you can help.
If you need help organizing your efforts, give us a call. A CSR plan might just be the one thing you need to push your marketing strategies to the next level.
Market Mentors Honored among the Region’s “Super 60”
As the region’s largest and most trusted full-service advertising, marketing and public relations agency, we are thrilled to have again been named one of the 2017 Super 60 winners by the Springfield Regional Chamber of Commerce.
The Super 60 awards program, now in its 28th year, celebrates the success of the fastest-growing and privately-owned businesses in the region that continue to make significant contributions to the strength of the regional economy. The program recognizes 30 local companies with the highest revenue and 30 with the fastest growing revenue. Market Mentors qualified in both categories and was recognized in the area of revenue growth at the awards luncheon Friday, Oct. 27 at Chez Josef in Agawam.
We are honored to again be included on this list of successful local businesses. Our agency brings together a vast amount of experience across a range of industries, including automotive, banking, higher education, health care, insurance, law, manufacturing, politics, retail and more. Despite the sometimes-turbulent economy, we have experienced steady growth thanks to the strong partnerships we develop with our clients and the results we deliver to them.
To be considered for the Super 60, companies must be based in Hampden or Hampshire counties or be a member of the Springfield Regional Chamber, have revenues of at least $1 million in the last fiscal year, be an independent and privately-owned company, and be in business at least three full years. Companies are selected based on their percentage of revenue growth over a full three-year period or total revenues for the latest fiscal year.
I founded Market Mentors in 2003. In the past year, we have expanded to 20 full-time employees and now offer a depth and breadth of experience that is hard to match in western Massachusetts and the region. And we continue to grow; to learn about open positions, visit marketmentors.com/careers.
Many people are surprised to find such a robust and experienced agency in our local market. We offer a suite of services not typical at other local agencies in the region, offering expertise in all things media––paid, earned, owned and shared—making us a true, full-service agency.
Get to Know Your Customers
Forming meaningful relationships with your customers will inspire them to continue visiting your business. Plus, having their feedback will help you improve your bottom line.
Here are three easy ways to engage:
Host a reception
Hosting an event in honor of those who frequent your business will be a hit! It doesn’t have to be too elaborate, simply having a few refreshments and snacks will go a long way. Send invitations in the mail to preferred customers, or make it an open event for everyone. Either way you decide, holding an event will give you the opportunity to speak to customers and hear their feedback, not to mention strengthen relationships and reward loyal customers while gaining new ones. When a customer feels like they know you, they’ll be more likely to continue coming to your business.
Many businesses may not have the time or resources for frequent customer appreciation events, so social media is a great alternative. With that said, the communication needs to be two-way. If a customer comments on your Facebook profile, send them a message thanking them for their feedback. Businesses who take the time to interact with customers virtually build relationships in “real life”. Get into a habit of going online and conversing with your customers!
Send a survey
Whether you send a survey through the mail or via email, you’ll be able to determine your customer’s demographic and satisfaction level. When you send a survey, remember to include a message saying, “thank you for your patronage” and offering an incentive like a coupon with a discount or giveaway for responding to the survey (who doesn’t love free stuff?). Positive reinforcements will likely urge them to continue giving you their business, and potentially tell others about your company.
Each business is different, and your customers will have different needs, so if you still aren’t sure how to get to know your customers, consider a brainstorming session with your employees. Taking the time to acknowledge your customers will help solidify a relationship with them and keep them coming back!
Loyal customers are what makes every business successful, so turn an ordinary day into something extraordinary for the people who patronize your business. Make it a point to get to know your customers a little more and make them feel like they are important, because they are the backbone of every business. A small token of appreciation will go a long way, and soon you will be seeing them come back again and again.
Want to learn more about how you can benefit from all the expertise we can provide to you through comprehensive marketing, advertising and public relations? Contact us today.
The Price of PR: Grow Your Business with Earned Media
Marketing is a powerful business development tool, and with the rapid (and costly!) changes occurring in the media landscape, many businesses are struggling to find the budget to keep marketing in the business plan. That’s when public relations––one of the most cost-effective marketing initiatives connecting your experts with the public through the use of media––becomes even more important than ever.
News coverage is free
Unlike advertising, or paid media, public relations generates “earned media.” This means that when a reporter or editor interviews you, the reference in a news article is free of charge. There is, however, a cost (time) associated with the development of press releases or media outreach. But it’s worth remembering that successful public relations outreach can generate articles and broadcast stories that would cost considerably more if the space or air time was purchased through advertising.
Public relations builds awareness and credibility
Sometimes the most difficult part of business development is just getting your message in front of people. From new products and services to everyday best practices for living, there are many topics a reporter or editor may want to use your expertise to support.
Public relations professionals build relationships with the media to connect them with sources, which is often why contracting a marketing agency can be helpful. Just one article or broadcast story can amplify the awareness of a product, service or brand. What’s more, once reporters, editors and producers have an expert as a contact, they are likely to call back for other stories. Repeat appearances and regular guest columns are often the result of successful media outreach, which catapults awareness.
Credibility is one of the strongest arguments for the value of public relations. While a business or brand can say they are the best at what they do or produce, it does not ring true unless others think and say so, too.
Public relations opportunities
News coverage should be just that, new! Here are a few general ideas about topics that may intrigue media targets:
- New products and services that offer value to their audience
- New hires and promotions
- Success stories
- Accreditations, expertise and awards
- Special events
- Local expertise about trending topics
Overall, the benefits of public relations opportunities are vast. Understanding that it takes time to develop a relationship and rapport with key media targets and influencers is important. Equally important is how to facilitate media relations; for example, by being responsive to fast-paced deadlines and providing well-written, compelling press releases.
If done effectively, public relations is a cost-effective and persuasive marketing tool that businesses should consider as part of any marketing plan. When you’re ready, contact us––we have exceptionally strong connections with the media and a great record of producing results.
In a Creative Rut? 10 Ideas to Get Unstuck
Suffering from creative block? It happens to the best of us. At Market Mentors, however, our success often depends on our creativity, so we employ a variety of methods to keep our creativity flowing. Here are our top 10:
- Lisa T. turns to something creative in a different way, like painting or gardening. One form of creativity often leads to another.
- Sometimes, it’s hard to get out of your own way. Laura peruses creative websites to help jog her imagination and approach things from new angles.
- Silence is not always golden. Amanda, Shubhada and Sue S. turn up the tunes––just don’t try to get them to agree on what tunes!
- You got to move it, move it! Sarah and Shubhada both find dancing helps them relax and loosen up. In the same spirit, any sort of physical activity can help unblock your creative juices. Ashley lifts weights and Lisa G. likes to hit the gym.
- A change of scenery can change your perspective, which is why Amanda and Shubhada sometimes take a walk. The fresh air works wonders as well. Michelle often comes up with some of her best ideas while driving (or eating ice cream!).
- Group activities can improve the creativity of a whole team, provided it’s something everyone enjoys. We’ve done group paint nights, created succulent gardens, volunteered together to help local causes, and more. Escaping the confines of the office together adds an extra dimension to our work.
- Sue S. finds activating her left brain often stimulates her right brain, so she’ll play a quick game or two of Scramble with Friends or Bejeweled Blitz.
- Shubhada recommends journaling or coloring––those adult coloring books are popular for a reason!
- Our whole team knows that laughter can work creative magic! Our brainstorming sessions can get a bit silly, but we recognize that sometimes even the most outlandish ideas lead to something special.
- Wine a little! While we’re not promoting alcohol consumption, your creativity is often unleashed when you are at your most relaxed. Whether that includes a glass of wine, a relaxing bath or shower, or time with family, some down time can result in a boost of creativity.
Still stuck or want help executing your idea? Contact us. That’s what we’re here for!