I was visiting today with a company that has been in their space for over 60 years. It's a good company and known nationally however their brand needs to be adjusted. Consumers and business professionals know them as something that there were...not what they are today.
So, how do you re-brand a business and make that brand reflect what it is today vs. what it was thirty years ago? Oh, and their budget is limited but they have lots of people working for the company.
I introduced them to "The Other Universe". Some of us call it social media.
Trouble is they don't understand how to make it work. Sure, they have heard of social media and yes they have a Twitter account and a business Facebook Page however, as is the case with most businesses, it is anemic.
How do we fix that? We start with a plan. An honest to goodness written down plan of action to make all of this work. In that plan we must write down what our goal is and how we will measure success. Oh, and one other thing; we need to outline exactly who our target is and how we will reach out.
All of that needs to be done before they hit the keyboard.
Any bets it will get done?
It better because, in that "Other Universe" businesses, who have not been in the game as long, are figuring it out and I wouldn't want my friends to lose market share to some upstart.