Recruiting & Retaining

There isn't a day that goes by where we don't hear some business person bemoaning the fact that they can't find highly qualified employees or Radio Dial grumble about losing a great worker.  And, if you're in business you know this to be true.

But, there is an answer that is so simple and works so well...that, well, we're surprised that you'll be surprised when we share.  Ready?

Radio.

Why?  Because it...works.  Think about it for a moment.  Most really good employees are already working.  How might you lure somebody to even think about working for your company?  How about broadcasting the news that you've got a great company and you are seeking great people for a specific job.

What's really cool about this method is that you don't compete against thousands of job postings on a "job board" and...you are polishing your business brand at the same time.  Who wouldn't want to work for a company that tells others, "We're a great company to work for".

And, on the retention side...why not celebrate employee longevity and dedication...publicly with a well crafted radio message?

Look, people purchase radio ads to encourage consumers to buy products and services.  Why not use the same medium to recruit and retain outstanding employees and build your brand at the same time?

Simple...huh?

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Insight Advertising, Marketing & Communications is a full service advertising agency based in Des Moines and the fuel that powers the business news broadcast, Insight on Business the News Hour.  On Twitter we're @InsightADV and here too is our Facebook Page.  Thanks for reading! 

Brilliant Marketing

When a business recruits "Brand Warriors" and those people say positive things about the product/service it's not only rewarding but also a brilliant way to extend the brands' reach. Iowa Wild HS Dance Team

The Iowa Wild Hockey Team has done just that and it is...(I'll use it again...) brilliant.  

Former hockey clubs had "Dance Teams" made up of very attractive young women who would entertain between periods.  When the Iowa Wild came to Des Moines they made a big deal out of being "Family Friendly" and shelved the dance teams then replaced them with high school dancers, high school bands and singing groups from all over the state.

What does that do?  More people from outside the Des Moines Metro are introduced to AHL Hockey.  More people start to talk about it, share images on social media channels and more butts in the seats because you know Mom and Dad want to see their kid perform in front of thousands.

Brilliant...Brilliant...Brilliant 

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Insight Advertising, Marketing & Communications is also the fuel that powers Insight on Business the News Hour the only local, live, hour-long business broadcast in the region. Monday - Friday from 5PM to 6PM on 1350-KRNT, Des Moines

Why Is Business Fascinated With Facebook?

Last week I was in a meeting with a well known company.  They had  Facebook-logo called our firm for a "brain picking session".  What that means is we go in and ask questions, give them some solid marketing ideas (just to show them we know what we're talking about), shake hands and leave.  Then the people we visit with will do nothing.  It's not like we're jaded it's simply the truth.  Most business people would rather "stay the course" than adjust and grow.  New is often difficult.

At the center of their discussion was social media and at the center of that was Facebook.  Business is fascinated with Facebook.  They hear stories of how well known businesses have thousands of followers and think, "We would be successful if only we had thousands and thousands of followers!"  But...that is bunk.

Thousands of followers is nice but do they impact your ROI?  If so...great.  If not let's adjust.

I asked, "So, tell us, what percentage of your marketing budget is spent on out-bound advertising?"  After some thought we were told 16%.  "And, what constitutes your largest percentage and how much is that?"  We were told 50% goes to special events and internal promotion.

In other words...they are talking to themselves rather than attracting new customers.  When we suggested they reverse that number...and why...they were shocked.

Bottom line:  If you keep doing things the same way you can expect the same results even when you incorporate new tools (Social Media). If you are pushing the wrong message to the wrong people the ROI won't be there even if the tools are "free".

Your take?

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Connect with our advertising agency on Twitter @InsightADV and our Facebook Page is right here.  Also, Insight Advertising, Marketing & Communications is the fuel that powers Insight on Business the News Hour the only local, live, hour-long business broadcast in the region.  Here is a link to that podcast and more about the broadcast.

Just Say "No"

It's a blog about advertising, marketing and communication for business from our business Insight Advertising, Marketing & Communications. How about that...

Last week we were visiting with a young marketer from a well known Man Undecidedbusiness in Des Moines who told us, "We're pulling all of our traditional advertising in favor of search engine optimization (SEO) and search engine marketing (SEM)."  That's right.  No television, radio, print, billboards...nada.  Going all digital.

Great Idea or Train Wreck?

While we love SEO and SEM we also believe that putting all your eggs in one basket is a train wreck in the making.  Why?

Because pulling everything from traditional media leaves your existing customers lost.  While we would all like to believe that every consumer is sitting down in front of a PC, tablet or smart-phone surfing the world for stuff they need/want...it isn't reality.

We would have advised, had they asked, a complete review of what traditional media the company has been using and what media outlets fit their specific demographic.  Cut out what does not fit and then use those marketing dollars to work the SEO/SEM side of the business.  That way you don't lose the top of mind awareness of your existing customer or the "almost customer" who needs the priming to make a buy.

Feel free to leave us a comment here or let's connect on our Twitter Feed @InsightADV and our Facebook Page is right here.

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Make It Fun Again...

It was a discussion I was having with our son Aaron about the business Man Clown Make Up of advertising and marketing.  On a drive to Randell, Iowa we were visiting about a perspective client who made the decision to...not make a decision regarding a working relationship with our advertising agency.  It bothers me a great deal when business owners/managers/marketing directors "think" they can continue to do the same thing and expect better results.  Sometimes I show it.

"What you need to do is get back to making your business fun again", said Aaron.

He's right.

I wonder how many of us just keep turning the wheel and find little "fun" or "excitement" in what we do.  In my world "creative engagement" is what makes our work fun.  Finding new ways to boost a clients business through consumer awareness is not only challenging but also...fun.  And when a client or perspective client is "just turning the wheel to get by"...it no longer becomes a challenge.

So, yes.  Time to search out business people who really want to move forward and wish to become aggressive with their marketing.  That would be...fun.

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If you would like to leave a comment here, feel free.  And/Or let's connect on our Twitter Stream @InsightADV or our Facebook Page is right here.  Gosh, wonder if the "M" is for...Marketing?

Does Your Business Belong on Facebook?

Insight Advertising, Marketing & Communications and our answer to the Facebook Question:

The answer to that question is a sound..."Maybe!".  Like all advertising   FacebookLogo and marketing decisions you need to examine your goals and know your consumer before you head into Facebook Land.

For example if you are selling regional fertilizer products to farmers or concrete to builders a Facebook Page may not work out well for you.  The universe is simply too small and the interaction less than a mass market consumable.

We know of several small "Mom & Pop" bakeries that have thrived on Facebook and consider the social media channel their "very best form of advertising".  We also know of several organic fertilizer companies who also have had outstanding Facebook results.  

Why?  It's not a secret that females dominate Facebook interaction with women accounting for 72% of Facebook users and these users tend to have a higher income stream than users of other social media outlets. It's then not surprising that bakeries do better than B to B concrete companies.

So, some key points to consider before you spend time on Facebook:

  • What is Your Goal? - Is it sales, brand recognition...what do you want to accomplish?;
  • Be Realistic - Unless your business is already a well known and respected brand don't expect to go from zero to thousands of "friends" in a few weeks.  It will not happen;
  • Budget Time - Just because Facebook is free does not mean it is "really free".  While a small business can build and maintain a Facebook presence know that you'll need to spend about an hour a day interacting with your friends.
  • Graphic Ideas - Spend some time with a graphic designer to build out your "look".  This is an extension of your business so make it look nice;
  • Is Your Customer Here? - It's a simple question that you've got to know before you launch.  If your core customer isn't here...why spend the effort?

Bottom line is that Facebook is not the answer for everybody but if it is, and you should know, it is a great way to interact with consumers who become your...friends.

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If you would like to leave a comment here, feel free. Or let's connect on our advertising agency Twitter Stream @InsightADV and our Facebook Page is right here


 

Unity Point Health...WHAT?

During the past week we've seen and heard a bunch about the new name for Iowa Health System now called Unity Point Health.  We understand this name Unity Point Iowa Health logo transition has been going on for a while.  We can't confirm but sources have told us the effort has been going on for nearly two years. Clearly, based on the large number of television ads, the marketing team has been working on this for a long time.

We "get" the name change.  After all when the company is doing business in multiple states it makes sense to brand the product using a more universal name.  However, as you can see by the logo...not much really changed.  We would have rather seen a more dramatic alteration of the old logo but, here too, we understand the emotional attachment to the old.

However we're puzzled by the scripts used in the radio ads and voice overs.  Here is an example.  Listen carefully.

 

Not trying to be snarky but is Iowa Health, now Unity Point, admitting that for decades they have had this health care thing all...wrong?  Just now they have decided to put patients first?  Just now they are coming to grips with coordinated health care between the physician, hospital and clinic?  Just...now?

It's a head shaker and the result of when scriptwriters get ahead of themselves trying to re-make a brand when, in reality, only the name has been changed.  That's our take...yours?

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If you want to leave a comment here, feel free.  Or join us on our advertising agency Twitter Stream @InsightADV and our agency Facebook Page is right here.  Thanks for coming by...

Video Worth Sharing...Dove

Over the years we've produced hundreds of hours of video for television and the web.  That process is so much more complex than most business people realize.  To produce a high quality video for business it takes planning, talented staff and a firm grip on the "end result".

That's why we want to share this powerful piece with you.  Dove is an old brand and we would bet it's not on the "want list" of many young women.  However, this very classy piece may just change that.

 

Well written, filmed and scored it is a very touching piece that, we think, ranks among the very best pieces of marketing video...ever.  And, again, that is no accident.  This took lots of time, talent and work.  Well done!

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If you have a comment, feel free to post here.  And/or follow us on Twitter @InsightAdv and our advertising agency Facebook Page is right here.  Insight Advertising, Marketing & Communications is a full service advertising agency based in Des Moines, Iowa.


Get Ready Main Street - The 800lb Gorilla is Coming

Wal Mart New LogoIf you own a small business this news should warm your heart.  Walmart has announced that it will shift some of their national television advertising dollars to local TV in some 60 markets. The company will create 1,500 "hyper-local" television ads targeting price.  Actually, they will be targeting the local retail stores which dot Main Street.

Why?

Because they want a bigger slice of the grocery store business.  But, you can bet it does not stop there.

The retail giant will not only produce a mind-blowing 1,500 ads they will also extend the life of the campaign by using social media.

Before you put up the "Out of Business" sign some things you can and should be doing...now: (Uhm...HyVee, Fareway, Dahls and others...)

  • Hammer Local - You are already the local business.  Today get "hyper-local" in your marketing efforts.  You live in the community.  You give back to the community.  You serve local community friends, family and neighbors.
  • Get Creative - There are a dozen ways in which you can top this move if you sit down and think, "How do I better serve shoppers?"
  • Get Personal - While Walmart is going to highlight price by comparing sales receipts you can highlight the people you serve and the people that serve the consumer.  Make it a personal experience.
  • Get Help - Trust me, you can't do this alone. I realize you "think" you know advertising/marketing it's not your core craft.  You make stuff to sell stuff or buy stuff to sell stuff.  Marketers are the folks who help you sell...more with better communication.

You can not attack this with Facebook alone.  You can not respond with cool signs.  You cannot do this with newspaper ads.  You can't do this with a speech at your local Chamber.  You can't.  It is that simple.  To be able to extend your brand to your core audience you must employ a host of methods...and you might want to get started today.

If you would like to read the article from our friends at Advertising Age, here you go.

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If you would like to comment here, have at it.  To connect with us on Twitter it's @InsightADV and our advertising agency Facebook Page is right here.  Thanks for coming by...and hope it helps.  Michael

Honest, We Were Trying to Help...

That's what we shared with our friends at the new Urbandale (Iowa) Hy-Vee last month when we authored "The SM Break Up" piece about their Man Exclaim "tired" Twitter Stream filled with "corporate speak".

Yesterday we learned that an "in-house" person has been tasked with monitoring and responding for all the social media platforms the new "super store" controls.  And, we couldn't be happier.  Not because we did anything other than point out that doing social media well isn't a cost...it's an investment in learning and interacting with consumers.

So... @UrbandaleHyVee welcome back to the conversation and thanks for the acknowledgement that there is real value in social communication. Glad we could help. We'll be watching and sharing!

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If you want to comment here, feel free.  Or let's get together over on Twitter @InsightADV and here is our advertising agency Facebook Page.  Thanks for coming by!