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/