New Season, New Site, New Ideas

Hello and welcome to Fall.

Here in Chicago, I'm not sure we actually experienced Summer.

In any event (no pun intended), I've launched a new web site - MarcPortugal.com. No it is not fancy or even designed or coded by me (thanks GoDaddy) but it's time to "refresh" for the coming season and (more importantly) for the new frontier of ideas to explore in marketing.

Here's the rub: the "new" frontier is actually linked (pun intended) to the "old" frontier. I had a interesting discussion with a friend who is also a partner at Diamond Consulting. He pointed out (and I have recently experienced...) that many traditional agencies are trying to "force feed" old ideas into the digital space, and digital agencies are creating applications that have no application when it comes to requisite brand and/or marketing strategy.

No, this does not apply to all agencies and/or all brands. However, one thing is clear. A brand must always deliver its promise - especially those living in a physical space. The more seamless the connection is between the online space and the physical space - the higher the probability of connectivity with consumers. All the SEO keywords, Facebook Fans and iPhone apps mean nothing if the actual product or service is not connected to the intended audience on a regular basis: Captivate > Cultivate > Continue (Retention/Loyalty.)

Having said that, the path to captivation is plowed with Facebook, Twitter, LinkedIn, blogs, proprietary online communities, events, partnerships, cause marketing, SEO, SEM, etc. Just make sure your brand is securely in tow as you travel your path.

MP

Cause Marketing Partners Launch Event TONIGHT at Landmark Grill on Halsted

If you are in Chicago tonight, please stop by the launch party for Cause Marketing Partners and 3 Degrees Nonprofit Networking. The link to official event information is below.

Note this event expects a turnout of no less than 125 young professionals committed to networking, business development and collaboration, and to charitable endeavors. Proceeds from tonight's event will benefit Bear Necessities Pediatric Cancer Foundation.

Also note that this event was publicized SOLELY by "Marketing 2.0" strategies and tactics - including but not limited to Facebook, Twitter, LinkedIn, blogs, participating organization web sites (and the associated optimization of all of these blogs and sites), e-mail and text message correspondence, live (event-based) networking, and so forth. It shows the power of Web 2.0/interactive marketing as a fundamental solution for driving traffic, revenue and leads.

Hope to see you there.

Marc Portugal

3 Degrees Networking Launch Party
Location: Landmark Grill, Chicago
Time: 5:30PM Tuesday, August 11th

Check this out: Social Media ROI Ideas

Found this online (Click HERE) - blog about ROI on social media (measuring its effectiveness as a marketing resource)--- enjoy...

Marc Portugal

Why Einstein Makes A Great CMO

"We can't solve problems by using the same kind of thinking we used when we created them."

“Insanity: doing the same thing over and over again and expecting different results.”

"Imagination is more important than knowledge."

"Anyone who has never made a mistake has never tried anything new."

---

Good old Albert. Maybe the world's first marketer.

Let's fast forward to today. Facing ongoing and perhaps increasing uncertainty in regards to the economy - many businesses are trying to do more for less - including but not limited to hiring freezes, heightened hiring scrutiny, slower hiring processes, marketing and advertising slowdowns, and so forth. For the record, I acknowledge I just pointed out the obvious...

What is also obvious - yet seemingly and simultaneously a HUGE disconnect - is that many businesses are not acknowledging two critical truths:

1. The economy is not getting better anytime soon. Sorry. Thus, the notion of "riding out the storm" is essentially a capitulation with no true end or reversal in sight, and whose intrinsic passivity could actually make matters worse.
   
   
2. Amidst the seemingly flawed process of "riding out the storm" - brands who continue to market, sell and/or fundraise using the same strategies, tactics, resources, and balances (of the aforementioned) will face even MORE problems, as many of these approaches are now too expensive, ineffective, or simply irrelevant.

Now what?

There's a movie quote that goes "Do the thing you're afraid of. Find the courage later." Translation: Embrace change. Embrace innovation. Embrace collaboration. Do things differently. Do something.

Ask yourself the following questions:

• Are your brand stories and communications appropriate for this challenging time?
• Are your sales, marketing and/or fundraising strategies applicable to this challenging time?
• Are all of your core online front doors (web sites, microsites, blogs, etc.) optimized?
• Are you maximizing social media and PR - much of which can be utilized for free?
• Are you working with other local businesses with complimentary resources?
• Are you working with other local NONPROFITS with complimentary resources?

SOLUTIONS:

1. Consider consulting sessions with brand marketing and digital/online marketing experts to audit your messaging and overall strategies.
2. Consider affordable, innovative, experiential strategies and tactics you haven't tried before - especially online and event-driven programs.
3. Consider spending reasonable dollars on Search Engine Optimization and Search Engine Marketing.
4. Consider updating AND expanding your Social Media Footprints on Facebook, Twitter, LinkedIn, MeetUp, etc.
5. Consider local, affordable event marketing partnerships.
6. Consider local, affordable CAUSE marketing partnerships (internal and external).
7. HIRE people who can help lead and oversee these crucial needs!!!

Even in this indefinite economic maelstrom, businesses must spend money to make money. If businesses and organizations do nothing - let alone something new - they are likely only delaying an "already happening" slowdown, and they are surrendering to the inevitable activity of their competition.

If businesses spend on/employ the same strategies and practices as they have in the past, they will at BEST realize scaled-back results. It's time for a new relativity. Start now, and be your industry's/community's next Einstein.

Marc Portugal

Check out my entry on my New Cause Marketing Blog

Check out my entry on my New Cause Marketing Blog:

How Cause Marketing Can Drive Reliable Traffic and Revenue NOW --- http://causemp.blogspot.com/

Agencies vs. Employees: An interesting dilemma

As a job seeker, I often wonder what prospective employers envision the ROI will be from a given FTE for a given salary. More often than not these days, it seems that the expectations far "outweigh" the compensation being offered. I know this sounds cliche - the proverbial "everyone's underpaid" syndrome - and I suppose that lower compensation packages are indicative of the true challenges presented by the recession. In short - if there are more people willing to work for less - why pay more?

This got me thinking about the differences between a direct employee fulfilling a given role and responsibilities vs. an agency whose core expertise focuses on the very needs of that job.

Let's pretend a job pays $35K. That's roughly 3K a month. For 3K a month - a prospective employee at that paygrade will perform as well as s/he can based on skill sets and past experiences. Realistically, for a 35K FTE, those skills and experiences may in fact be limited. This employee represents additional costs beyond their salary - including but not limited to "tools of the trade" (PC, cell, PDA, business cards, etc.), potential reimbursements for health insurance, travel, client communications, etc. S/he will also be entitled to paid vacation days, and "susceptible" to natural delays and impasses such as illness, commuting problems, etc.

Now let's pretend the same job was offered to an agency whose core competencies directly correlate with the role's key requirements. The employer saves on insurance, "tools of the trade", and PTO. They get a TEAM of people (as opposed to an individual) whose collective skills and knowledge intrinsically present more resources than a single FTE. An agency is innately programmed to "over-deliver" on-time and on-budget, as their reputation and opportunity for renewals and recommendations depend on these circumstances.

Some employers would argue that outsourcing certain work would "dilute" the genuineness of their brand/products/services because the connectivity of the stakeholders is technically one degree removed. Other employers might see the engagement of an agency as a means of saving money and (under the radar) prospecting for future recruitment.

I wonder if there are any search personnel (recruiters, head hunters, source professionals, etc.) who specialize in placing agencies as opposed to/in addition to individuals. I've heard of "lead generation professionals" for agencies but I know of none that actually delivered. Maybe it takes an expert in recruitment/professional search to "sell" the value of an agency as effectively as they sell the value of individual clients.

Maybe it's a whole new niche. Maybe I'm just nuts and really tired of looking for a job.

PS - check out Hire Power Solutions, Inc. in Chicago, IL if you're looking for a job, as well.

Marc Portugal

USE the Recession: From Recalibration to Revenue

A belated Happy 4th, and RIP MJ...

Back to business (no pun intended.) Due to the ongoing recession, layoffs, etc. your business may have more time on its hands then you'd like. Having said that --- are you using this time wisely to recalibrate your core marketing platforms?

Understanding that budgets need to be managed, conserved and/or spent as carefully as ever, there are no less than a dozen core marketing considerations that you can enhance, improve and/or refocus for FREE or for very little cost. As a result, you may actually increase traffic and revenues NOW - in spite of the economic challenges. They include:

• Search Engine Optimization - adding and/or adjusting keywords, meta-tagging, verifications, etc. to optimize costs of online advertising spending.
• Organic Search Optimization - adding and/or adjusting local listings, linking, etc. to optimize costs of online advertising spending.
• Web Site Updates - remove all out-dated information, post new offers, blogs, pics, etc.
• Web Site Analytics - ensure all site traffic including microsites and splash pages are being measured to gauge effectiveness of content.
• Facebook Profile Updates - remove all out-dated information, add new friends & fans, post new offers, blogs, pics, etc.
• Twitter Updates - post new offers, progress on other changes, behind the scenes insights, etc.
• LinkedIn Profiles - remove all out-dated information, add new/generic profiles for other employees & job descriptions.
• E-mail Database - mine existing contacts for key data, clean list to lower transmission costs.
• SMS Database - mine existing contacts for key data, clean list to lower transmission costs.
• In-House Signage/Collateral - remove all out-dated information, ensure current materials are accurate, presentable, etc.
• Cause Marketing - source alliances with local charities whose goals and audiences correlate with your business - share resources for joint promotions and events both online and offline.
• Networking - attend events relevant to promoting your business, recruiting team members, sponsors, etc.; contact friends, family and colleagues using e-mail and social media with updates and WOM requests.
• PR - script press releases based on new offers, discounts, promotions, events, cause alliances, new hires, remodels, rebranding, etc. and send via e-mail, social media, and/or web services.
• Talk to your Customers!!! - in person, via surveys, via e-mails, etc. - now more than even you need to know their voice, habits, preferences, needs, tolerances, etc. - use this time to develope and deliver a brand promise stemming directly from the customers themselves!

Please also take a moment to re-read (or read for the first time) one of my previous blog entries called "Market ahead so you don't end up behind" as it also addresses calibration - but in the context of timing and planning in advance.

Many of the services above can be addresses in-house, but I would absolutely recommend considering outside expertise. Check out Rise Interactive in Chicago, IL.

Marc Portugal

Drive traffic, revenue and good will to your property on a year-round basis? You can start today...

I recently formed Cause Marketing Partners (CMP) to help businesses increase traffic, revenue, and good will by establishing event marketing partnerships with nonprofit organizations.

We match businesses with a nonprofit organization whose mission and/or base correlates with their target audience(s), and then we help each partnership plan and promote their event(s.)

Each businesses’ main responsibility is to put their best foot forward as a brand and a host - make the best impression possible - and bounce the event guests, volunteers and participants back again for future sales.

Events are hosted at the businesses’ location – often on weekday nights when overall traffic may be slower. Event partnerships are specifically designed so that the nonprofit organization and the host business can share internal resources and collaborate on promotional efforts to drive traffic and revenue.

Events are also designed such that both parties share in the admission revenues (to ensure donations and to help mitigate minimum donation costs of food, beverage and labor.)

The host business retains all additional revenues for the duration of the event. The business will also retain all contact information collected from the event guests.

Depending on the genre, size and goals of a prospective nonprofit partner organization, viable business types to host cause marketing events include restaurants, bars, hotels, spas, salons, shopping malls, gold courses, and more. Other businesses that may be able to accommodate events and catering – such as luxury car dealerships, museums, cooking schools, and art galleries – are also of interest to some nonprofits.

Additional CMP benefits to businesses include:

• Exposure to proprietary resources of dozens of local and national nonprofits
• Assessment and recommendations regarding all marketing platforms
• Creation of a "playbook" for future event and promotional efforts
• Collection of new customer contact information for future event and promotional efforts
  

Unlike any other form of advertising and marketing, events are the only time-dependent strategy fundamentally designed to result in live traffic and relationship building.

CMP helps plan and expedite cause marketing events so businesses can continue focusing on other existing, time-sensitive priorities.

We would enjoy the opportunity to talk with you about how CMP can increase traffic and revenues for your business while expanding good will for your brand. Please e-mail me at marc@causemp.com to discuss how we can help.

Marc Portugal
Cause Marketing Partners

NEW WEB SITE COMING SOON!

Healthy Kids: Forming Early Eating Decisions!

Today's entry is a gratuitous but very important promotion of a friend's new private practice. She is a pediatric dietician - an area of focus I feel is extremely critical for both the physical and mental health and wellness of kids today. Check it out and pass it on: http://www.feedkids.com/

Marc Portugal

Market ahead so you don't end up behind

Looks can be deceiving.

For some companies, "short-term" successes can lull them into a false sense of security. Let's look at some easy examples using a restaurant business model:

• A restaurant may be busy because it's summer and their outdoor patio is open (aka season and weather dependent circumstances)
• A restaurant may be busy because they are new (aka the 90-day "honeymoon" syndrome)
• A restaurant may be busy because they received some sort of traditional publicity (aka local media mentions, reviews, etc.)
• A restaurant may be busy because businesses around them are busy (aka a hotel is full for a convention, they are near a dining/entertainment "district", etc.)
• A restaurant may be busy because a marketing campaign worked well (aka a food discount, an after-dinner "lounge" program, etc.)

All good things...until....

• What happens if it rains?
• What happens when summer ends?
• What about all the other patios?
• What happens when the "honeymoon" ends?
• What happens after the buzz from the press article wears off?
• What happens when the surrounding businesses stop marketing effectively?
• What happens after the successful marketing campaign runs its course?

More often then I care to know, businesses revel in a "moment" of success, and stop thinking ahead to ensure they (A) prepare new ideas and strategies and (B) adjust/react to those that expire. If this seems like I'm pointing out the obvious - it's because I am.

Before you completely scoff at the obvious - think about some other critical, less obvious factors that can be happening simultaneous to the expiration of temporary successes:

• What if your e-mail list starts to see more bounces because it hasn't been cleaned?
• What if your e-mail list starts to get blocked by certain ISPs?
• What if your feedback loop is incomplete and you start getting SPAM complaints that never actually reach you?
• What if someone forgets to update your web site, and potential/current customers (A) log on to see outdated information and/or (B) log on and do NOT see recent coverage of their own experiences?
• What if your Facebook page is outdated, misused, or under-utilized?
• What if your next round of conventional ad spends (print, online, radio, etc.) don't generate reasonable ROI because they aren't integrated into your other marketing vehicles?
• What happens when the "next great ____" (insert your business type) opens up?

Bottom line: marketing is more important than ever, and timing is still everything. Prepare to connect with customers further in advance via multiple strategies and you won't miss out. If you believe yesterday's "checkout" indicates all is well - you may end up behind.

Marc Portugal

Introducing CauseMP.com

Cause Marketing Partners help businesses increase traffic, revenue, and good will by establishing event marketing partnerships with matching nonprofit organizations. The events themselves are hosted at the business location.

The event marketing partnerships are specifically designed for both groups to share resources and collaborate on promotional efforts to drive as much traffic and revenue to the event as possible, and to generate as much publicity, participation, and attendee donations as possible for the partner nonprofit organization.

CMP services also include helping individual volunteers and participants with existing fundraising commitments – such as runners looking to host an event to raise money for a walk-a-thon.

CMP is becoming the central source in the Chicago area for developing relationships with nonprofit organizations that are actively looking for event opportunities to cultivate awareness, volunteers and donors. CMP leverages relationships with dozens of Chicagoland nonprofits, as well as twelve years of event planning experience, to create programs uniquely suited to each business's needs.

As a component of overall event planning services, CMP offers a complimentary brand assessment of participating businesses. This assessment is used to help identify potential partners and ensuing promotional best practices for the charity events as well as for future marketing endeavors.

Additional benefits to nonprofit organizations include:

• Negotiation of event amenities and services
• Guidance in event marketing best practices
• Exposure to promotional resources of business partners
• Cultivation of volunteers, donors and sponsors for other events and programs

If your business is interested in collaborating with a matching nonprofit organization to help generate exposure, traffic, revenues, and good will – CMP will then help initiate the event planning and event marketing processes.

Please e-mail marc@causemp.com to begin discussing how CMP may be able to increase traffic and revenues for your business while expanding good will for your brand.

Coming Soon: The official CMP web site and blog!

Fundraising 2.0 is beginning to catch on...

Check out this article from today's edition of The NonProfit times - encouraging NPOs to pursue live experiences (aka events) and associated relationships with local businesses as primary strategies to drive awareness, advocacy, and cultivation of funds and volunteers.

Another small victory for event marketing and cause marketing - and (hopefully) one giant leap for both nonprofits and businesess who are dubious about the legitimate effectiveness and relevance of events as a primary marketing focus.

Marc Portugal

It's all about priorities

Priority 1: A belated Happy Mom's Day to any and all readers "in the motherhood..."

This morning I read another bittersweet article about the downward spiral of the hotel/hospitality industry and the growing losses of room and meeting revenues:

http://www.mydesert.com/article/20090510/BUSINESS01/905100307/1003/business/Saving+face+costing+hospitality+industry

As suggested in previous postings, hotels can mitigate their recession-inspired losses, ride out the next year or two, and enjoy added revenues and reputation building in future, healthier economies by focusing on a new priority - local revenues - from services and experiences that local consumers are already spending money on every single day.

ALSO suggested in previous entries on this blog and in my nonprofit blog called Fundraising 2.0 Live, nonprofits can combat everyday challenges to their own priorities (volunteer recruitment, donor cultivation, sponsor solicitation, etc.) – also exacerbated by the economy - by working more proactively and consistently with partner, for-profit businesses. By sharing resources via event marketing partnerships, both organizations benefit from added exposure to new potential donors and guests.

Change is scary. Not knowing the outcome of change - and/or not knowing the potential costs of change at time when money is so tight - is a nightmare. Having said that, the power of confronting and overcoming fear of change and the challenges the changes represent is "happily ever after."

Delays in embracing and activating change are more job losses, revenue losses and opportunity losses impatiently waiting to happen. Start small if necessary - but start now. Make it a priority.

Marc Portugal

Simple Math for Hotels...I Think...

Let’s do some simple math comparing a weekend of potential Food, Beverage and Entertainment revenues at a hotel with “desirable” restaurant, lounge and spa properties --- VERSUS the number of rooms needed to be filled to acquire the same amount of money.

Admittedly these are under-estimated dollars, and represent gross revenues only, but you never know these days. A little swine flu, rain or a Cubs game might slow things down a bit…

Hotel Restaurant on a Friday:
250 covers X $30 check average = $7,500
Repeat on Saturday = $15,000 for the weekend

Hotel Bar/Lounge/Rooftop on a Friday:
250 covers X $30 check average = $7,500
Repeat on Saturday = $15,000 for the weekend

Hotel Spa on a Friday AND Saturday:
100 covers X $50, 30 minute massage (only) = $5,000

Subtotal for FBE gross revenues from one weekend only: $35,000

If the rest of the week in total only generates half of the projected weekend revenues: $17,500

Annualized: About $2.5 million (again --- likely under-estimated…)

COMPARE TO:

Average downtown Chicago weekend rate for 5/15/2009-5/17/2009: $300 (presuming this is AFTER fees due to marketing sites like Hotels.com, Expedia, Orbitz, etc.)

Hotels would have to sell about 175 rooms per week to equal the same $52,500 - revenues from some customers that (inevitably) won’t be back anytime soon to spend that same money again.

Maybe 175 rooms per week are easy to fill these days. Maybe they’re not.

Maybe getting $300 per room is realistic in a recession. Maybe it’s not.

Maybe the economy will magically turn around and, in celebration; thousands of consumers will all book leisure travel and reschedule previously cancelled meetings and conventions. Maybe not…

Bottom line: choosing not to market and position dining, bar and leisure/lifestyle offerings as effectively as possible to locals --- who are spending money on these offerings in the same market every single day --- is simply walking away from revenues and publicity essential to growth and prosperity, and revenues that are equally viable in various economic settings.

At least by my math…

Marc-Portugal

"Stay-Cations" for Businesses

Hospitality Net published an article by David M. Brudney of ISHC citing staggering statistics in regards to the cancellations of hotel-based meetings and loss of associated RFB revenues. He also reminds us of the ensuing, "big picture" decline of overall lodging occupancy and revenues.

While I agree with the basic premise of the "solution" Brudney suggests - "don't give up trying to book corporate meetings" - I do not agree that conventional strategies and tactics (no pun intended) will result in the desired outcome.

Talking points (cited in the article) such as "meetings and events drive business growth" and even "revenues generated...help establish travel as part of the (economic) recovery" do not compellingly outweigh contrasting RISKS such as the negative PR and potential government scrutiny that may result if businesses spend money on travel that may not be crucial to their survival.

So what's the middle ground? How can businesses continue with off-site meetings and events and how can hotels and meeting planners profitably accommodate them (pun intended) in spite of reduced business travel?

Solution: The Business "Stay-Cation."

Most major markets (let's say the top 50 in the US) have hotel and resort properties with perfectly capable meeting, event, dining, lifestyle, entertainment, etc. facilities within their own locales, or at "worst" within a 1-3 hour driving distance.

Further, there are wonderful meeting and event planners within businesses' own markets or regions who can prosper from "local" contracts to help produce hotel-based meetings and events.

If I were hotels, I would show some "local love" --- and start contacting prospects based within 150-200 miles of their properties.

What are the some of the initial selling points of this strategy?

• No cost of air travel (sorry airlines)
• Significantly smaller carbon footprint than air travel (and even smaller with carpooling)
• Donation of % of meeting/event revenues to local preferred charit(ies) of businesses
• Room deals
• Amenity deals (use of fitness, spa, golf, etc. offerings)
• Preferred access, seating, etc. to on-property restaurant/bar/lounge offerings
• Preferred access, seating, etc. to local, off-property restaurant/bar/lounge offerings
• Gifts from the hotel itself - certificates, products, etc.

Furthermore, and as I've asserted on many occasions, the presence, consistency and relevance of ongoing "experiential" offerings by hotels will help INCREASE REVENUES before, during and after said local meetings. Hotels may not be able to bounce "locals" back to stay in the rooms, but they can bounce locals back for dinner, drinks, a haircut, massage, work out, etc.

Brudney says hotel executive, management and sales leadership cannot choose to "sit it out" and wait for the market to turn. Agreed. I also agree that traveling is fun and I imagine many businesses would prefer off-site meetings in a more exotic location than their own community.

Having said that, the world is what it is - at least for now. Recession. Swine Flu. Etc. It's time to embrace change. A better game plan is needed - one that better positions hotels and meeting planners for long-term "victory." That plan may just be based under their own roofs and in their own backyards.

Marc-Portugal

More ideas:
Contact
ISHC

Dirty Bingo?

Pondering how best to entertain myself this weekend, I perused local online and social media resources to see what's happening in the area:

• Any great restaurant or bar openings?
• Any great retail openings?
• Any great drink specials?
• Any great concerts?
• Any great fundraisers?

My findings: Dirty Bingo.

The bad news: this was my only unique finding in the third biggest city in the country.

The good news: it sounds kinda fun, and involves a good cause:

"If you're in the market for good clean fun, here’s a tip: Dirty Bingo is not for you. The monthly series, benefiting various local charities, has been keeping barflies in stitches since its inception last February with a less-than-demur approach to the popular board game. The $10 cover buys players 10 Bingo boards and one drink (each additional board costs $1; every $10 board comes with a drink). Includes prizes and drink specials such as $4 Miller Lite pitchers, $4 martinis and $5 bombs."

Is this the right fit for a fine dining restaurant or a boutique hotel? Not likely - but that's not the point. Dirty Bingo represents the effectiveness of experiential marketing and how a little creativity can go a long way. In looking for "relatively affordable uniqueness" in regards to local events, I commend Chicago's Victory Liquors and their cause marketing partners for their commitment to making experiential marketing work in spite of the recession, swine flu, and a myriad of competition in the Windy City.

Press Release: Fundraising 2.0

New Revenue Generating Solution for Struggling Nonprofits and Businesses: Fundraising 2.0 -- http://www.prweb.com/releases/2009/04/prweb2363064.htm

Market Smarter Not Harder---For FREE!

I know what you're thinking.

Free marketing that works??? No --- way!!!

Yes way.

In tough times, brands must operate their organizations as efficiently as possible. This means trimming down and/or realigning "nice to have" marketing investments as much as possible. Having said that, strategies and tactics allowing organizations to effectively and consistently promote themselves for free (which I am calling "smart marketing") won't let a recession or swine flu get in the way of keeping the dream alive, and keeping all hands on deck to push that organization forward.

Smart marketing is more than free. It’s more than Web 2.0. It's more than marketing. It's marketing and publicity rolled into one. How can this be?

Simply put: smart marketing is "live" in that it engages existing, supportive personal and professional relationships who are willing to help promote an organization using free online and offline resources. Here are examples I imagine you'll find immediately familiar:

• Posting marketing information on an organization's web site: Free
• Posting marketing information on an organization's official Facebook page: Free
• Posting marketing information on an organization's official Twitter page: Free
• Posting marketing information on an organization's official MySpace page: Free
• Posting marketing information on an organization's official Going page: Free
• Posting marketing information on an organization's official event listing pages on aforementioned social media web sites: Free
• Asking staff, friends and family to post marketing information on their personal social media pages: Free
• Asking staff, friends and family to Tweet marketing information: Free
• Asking staff, friends and family to e-mail marketing information to their own network: Free
• Asking staff, friends and family to text marketing information to their own network: Free
• Asking staff, friends and family to call their own network with marketing information: Free
• E-mailing or faxing relevant media outlets a press release with marketing information: Free
• Asking staff to verbalize marketing information to customers and guests: Free
  

Will ALL staff, family and friends accomplish ALL of the aforementioned activities? Of course not. None the less, these activities place a boatload of marketing lines in the water, and inherently mandate word-of-mouth marketing exercises in the process. Again, smart marketing is more than Web 2.0 because it engages help from people you already know.

Times are tough. Work together. Spend more time than money. Spend on the "human capital" of existing, supportive relationships. Practice smart marketing.

Fundraising 2.0

A term, and hopefully a practice, that will find its way into the mainstream lexicon in the coming months is Fundraising 2.0.

Not unlike Web 2.0, F20 (for short, pronounced like the molecular formula for water H20) involves social networking, social bookmarks, blogging, and other modern online practices intended to enhance connectivity and create communities of like-minded advocates.

However, the success of F20 will only shine through with the activation of live, offline intersections by way of person-to-person networking, relevant events and promotions, and most critically by way of partnerships between nonprofits and businesses.

These partnerships will come to be known as Brandraising. Ideally, current and prospective donors, volunteers, advocates and customers will come to understand, acknowledge, and embrace the partnership as a brand unto itself.

Outreach activity to cultivate said constituencies is already known as Friendraising. Like Experiential Marketing, Friendraising relies on understanding the habits, emotions, aspirations, and rituals of target constituency profiles. These days, Friendraising is complicated by the recession and the ensuing ability for people to make immediate commitments to contribute financially to nonprofits.

Activation of both Brandraising and Friendraising can be described as Fundraising, but it is crucial to understand that in the 2.0 context Fundraising is a much more active, frequent, and event-based commitment to development than ever before.

The beauty of F20 is in its very definition: strength in numbers. There are little, often zero costs to nonprofits to practice F20 aggressively. The minimal costs to partner businesses are recouped almost immediately via the traffic and revenues F20 events provide.

If F20 is to truly work, it will first require nonprofits to embrace the shift in pace and begin to reach out to resources that can help connect them with venues and (ideally) sponsors - and beginning the Brandraising process. In a world of recession, unemployment, swine flu, etc. Fundraising 2.0 is a bright spot that can help sustain if not elevate nonprofits and businesses now, and for years to come.

Marc-Portugal

Just BE Cause

A while back I prepared a marketing proposal that fell on deaf ears. It happens....

However, since the prospective client chose not to engage, and since they're my ideas to begin with, I’d like to share one that seems relevant in today’s marketing culture:

"Just BE Cause"

This is not a spelling, grammatical or capitalization error. The original thought process centered around “Just Because” – the “excuse” to do something fun, out of the ordinary and debatably adventurous in regards to a brand experience.

Having said that, some people need a compelling excuse to justify the cost of the adventure (especially these days), or even to justify the adventure itself. In the spirit of experiential marketing’s personalized, emotional, and habitual nature, the idea of “helping” seemed like a natural pairing as an “excuse.”

Translation: Cause Marketing. Businesses working together with non-profit organizations for mutual benefit. Each gains exposure, traffic, traction, and if activated successfully – each gains revenues. An “adventure” of both substance and meaning.

“Just because” is now Just BE Cause.

By many indications including articles, blogs, conferences and more – non-profit leadership seems to feel that now is the time to embrace and aggressively pursue ongoing, layered corporate partnerships, outsourcing, and other collaborative strategies and tactics to strengthen overall advocacy and development efforts.

Hey businesses! This means that there are great causes willing to help promote your business and probably make you money by using their e-mail lists, Facebook and Twitter accounts, and more if you are willing to donate a little time and resources too! Even as a jaded, biased consumer given my work experiences and marketing sensibilities – I 110% admit I am ABSOLUTELY INFLUENCED in regards to purchasing and brand loyalty if I know that some of my money and/or commitment will help a cause.

Hey causes! This means you need to step out of the proverbial box, ensure you truly understand the habits and interests your advocacy, volunteer and donor bases, and work in a proactive, modern manner to partner up with businesses that speak to the aforementioned habits and interests. Don’t be afraid of pushing the “image envelope.” No one will condemn you from hosting an event at a bar or nightclub. Don’t be afraid to “pick up the pace” when it comes to collaborative events and promotions. It won’t cost you more money – it will MAKE you more money.

Should consumers ONLY patronize businesses in partnership with non-profits? Of course not. Should consumers support every possible cause they can identify? No way. Business and consumers should focus their energies and resources on a few, effective, ideally long-term alliances. There are enough businesses and causes to go around such that strong, meaningful experiential partnerships can be established.

Bottom line: Work together. Raise and make money together. Why? Just BE Cause.

Marc-Portugal
Marc on LinkedIn

Solution for Luxury Hotels

Attention Hospitality Executives:

When you have a free moment, take a gander at this article posted today on CNN.com:

http://www.cnn.com/2009/TRAVEL/04/24/luxury.hotels.bad.economy/index.html

In short, it accounts the overwhelming financial challenges facing luxury hotels. It’s not good. Here's an excerpt:


From December to February, occupancy in luxury hotels, a category that includes names such as the Four Seasons Hotels and Resorts and Ritz-Carlton Hotel Co. sunk more than 15 percent...the revenue generated from the available luxury rooms fell 23 percent in that same three-month period...there are 551,610 rooms opening this year amid sluggish consumer demand...


Meanwhile, there are over 1100 sales jobs open in the US (according to today's posting count on Hcareers.com) - the majority of whose expectations are to fill the aforementioned 550,000+ rooms. Hmmm...

Perhaps instead of trying to figure our how to fill rooms, luxury hotels should consider revenue-generating programs for consumers in their own markets. Specifically, luxury hotels must look to their restaurants, bars, salons, spas, workout facilities, WiFi offerings, smaller meeting spaces, video conferencing technology, and local charities - and program live experiences (events and promotions) that utilize these resources to make money for the property - and essentially work their way back to selling rooms.

The outcome of these efforts will simultaneously maintain if not enhance the “buzz” of the properties – which sales managers, management, culinary and service personnel can all use as a resource in their efforts to secure more traffic and revenues within their own networks.

Without intending to come off as self-serving (I mean it), there are several entries on my other blog (http://marcportugal-expmarketing.typepad.com/) that address solutions to this very challenge in more detail. Please feel free to contact me at marcportugal@yahoo.com with any follow-up questions.

There is a solution, and one that can start sooner than later.

Marc-Portugal

Bookmarking Hearts and Minds

Good Morning Campers...

Yesterday I registered with over fifteen online "social bookmarking" services - web sites that (amongst other things) allow users to share their favorite topics, shows, music, web sites, blogs, etc. with the world.

Imagine if your business was mentioned - by name, by link, etc. - as someone's favorite ___. That would be cool, right? That would feel good, yes? Recommendations are really powerful, as they're arguably one of the strongest qualitative metrics of performance.

Thank about it - someone could be "perfectly" qualified for a job, but it is ultimately a reference or recommendation that puts them over the edge and gets them hired.

Here's the point - a recommendation represents satisfaction - a "state" that can be described as "positive, emotional gratification, as an outcome of participating in an experience."

Achieving satisfaction, which interpretively can be extrapolated as a path to brand loyalty, can only logically take place by creating an experience for the hopefully soon-to-be satisfied to partake in. Very few people recommend a business or brand just because they see it advertised, because it's the least expensive, or even because it's the most popular. No one recommends a brand that does not first deliver satisfaction.

A recommendation is an emotional commitment, just as satisfaction is an emotional state - neither of which can be achieved without establishing relationships that foster the emotions. In marketing, this can only take place in person via live experiences - the essence and incarnation of experiential marketing.

Online social networking can prompt relationships, and bookmarking may affirm relationships, but the only reliable exercise in truly establishing relationships is live marketing.

Marc Portugal

Welcome to the Marc-Portugal Marketing Blog

Thanks for stopping by - I hope you enjoy my future entries about Experiential Marketing, Event Marketing and Cause Marketing beginning tomorrow Friday April 23, 2009! Thanks - Marc-Portugal