JH Communications Blog

Fleet grows for Ocean State Tall Ships® Festival 2012

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Mar 262012

Eleven ships confirmed for festival

NEWPORT, RHODE ISLAND – March 15, 2012

Excitement is mounting for the Ocean State Tall Ships^®Festival 2012, scheduled for July 6 – 9, 2012, at the waterfront in downtown Newport. There are presently eleven ships scheduled to attend the festival, which is expected to bring thousands of spectators and visitors to Newport, Rhode Island.

As an official host port for the TALL SHIPS CHALLENGE^® series on the Atlantic Coast, the festival promises to be a tremendous economic generator for Newport and the State of Rhode Island. In 2007, when the Tall Ships^® last sailed to Newport, an estimated 200,000 attended, delivering an economic impact of over $20 million to the State of Rhode Island.^[1]

“We are so excited that many of the nation’s premier vessels have signed on to attend the festival this summer,” said Erin Donovan, Executive Director of Ocean State Tall Ships Festival 2012. “This event will be enjoyed by people of all ages, and will provide a much needed economic boost to Newport and the state,” she concluded.

The immensely popular HMS Bounty, built for the 1962 movie, “Mutiny on the Bounty”, and most recently featured in the film “Pirates of the Caribbean Dead Man’s Chest”, will take part in the festival. Additionally, the Picton Castle, Mystic Whaler, the Pride of Baltimore II, the Tree of Life, Unicorn, Lynx, Providence, Gazela, the Spirit of Massachusetts and Summerwind are certain to bring inspiration and educational experiences for all ages. The brief description below is only a sampling of the rich history of these magnificent ships.

About Ocean State Tall Ships^® Festival 2012

In July of 2012, the pageantry of the tall ships will sail into Newport Harbor once again for the Ocean State Tall Ships^® Festival. The scenic and historic waterfront of Newport is the idyllic setting to observe the splendor of the tall ships, and families will delight in the majesty of the Parade of Sail through Newport Harbor. This event will also feature exhibits, food, music and family entertainment. Children especially enjoy boarding these remarkable vessels, and the opportunity to meet international crew members provides all visitors with insight into the many unique cultures that have helped to shape the past and future of sailing.

For more information, contact Erin Donovan at 401.474.7009 EDonovan@OceanStateTallShips.com.

The HMS Bounty
Known for the storied mutiny that took place in Tahiti in 1789 on board the British transport vessel, the current Bounty is one of the largest and most famous tall ships in the world with 18 sails and over 180 feet long. This storied vessel is a vehicle for teaching the nearly lost arts of square-rigged sailing and seamanship.

The Pride of Baltimore II
Pride of Baltimore II is a reproduction of an 1812-era topsail schooner privateer. Berthed in Baltimore, the privateer is Maryland’s working symbol of the great natural resources and spectacular beauty of the Chesapeake Bay region. Pride of Baltimore II’s mission is to educate the public on U.S. maritime history and Maryland commerce opportunities.

The Tree of Life
The Tree of Life was first launched in 1991 from Nova Scotia, Canada. With its 4,800 square feet of sail, this beautiful schooner has a paneled interior of koa and teak. The Tree of Life has circumnavigated the globe and now sails up and down the New England coast from its home port of Newport, R.I. The crew of the ship conducts sail training for volunteers and trainees and provides sea education in marine science and maritime history. ;

The Lynx
The Lynx is an interpretation of an actual privateer named The Lynx built by Thomas Kemp in 1812 in Fell’s Point, Md. It was among the first ships to defend American freedom by evading the British naval fleet then blockading American ports, and serving in the important privateering efforts.

The Spirit of Massachusetts
In 1984 the Spirit of Massachusetts was launched from Boston, MA, and modeled after the 1889-fishing schooner, Fredonia. The Fredonia was known for its speed, which is fully embodied in the Spirit of Massachusetts.

The ship’s original owners built it as a sail-training vessel for young people, and the vessel has continued to be used by Ocean Classroom for students and teachers where traditions, values and adventures of maritime life are taught.

The Picton Castle
First built as a fishing trawler in Wales, the Picton Castle has worked as a minesweeper and a freighter. The ship was later converted into a square-rigged barque and has since completed 5 circumnavigations of the globe. Today, the ship’s main mission is deep-ocean sail training and long-distance education. Sail trainees participate fully in the ship’s operation as well as in training classes in seamanship and navigation.

The Mystic Whaler
The Mystic Whaler is a reproduction of a late 19th century coastal cargo schooner. With its warm interior featuring Italian oak floors, fir wainscoting and mahogany accents, the schooner will allow adults and children over the age of five to learn first hand how to raise sail to a sea chant and experience the thrill of turning the ships wooden wheel.

The Unicorn

Unicorn was originally built in 1947 as a motor fishing vessel andwas converted into a sailing ship in 1979. The current owners of the Unicorn created the leadership program, Sisters-Under-Sail, in 2005. The program is aimed at mentoring teenage girls, and the Unicorn is now sailed by an all-female crew. Daughters of U.S. military, ages 13 – 18, whose parent is either Active Duty or on Active Status, including the National Guard, Reservists and the U.S. Coast Guard, have been invited to sail aboard Unicorn to honor their parents’ service for our country.

The Gazela

click to download

The Gazela was built in Portugal, and her records date back to 1901. It was originally built to carry fisherman to the Grand Banks of Newfoundland. The Gazela’s movie career has included “Interview with the Vampire”; the PBS documentary, “The Irish in America: The Long Journey Home” and “La Veuve de St. Pierre,” a French film released in Paris.

The Providence
This 110-foot fully rigged sailing vessel is the faithful replica of the first commissioned ship into the Continental Navy, and John Paul Jones’ first command. The replica was built in 1975 in Portsmouth, R.I. for the bicentennial of 1976. The Providence is the official flagship and tall ship ambassador for the state of Rhode Island, and has won the “Best Dressed Vessel” award from the Sailing Ambassador.

The Summerwind
The schooner Summerwind was built in 1929, served during WWII as part of the Coastal Picket Patrol and was instrumental in the classic yachting movement that began in the late 1960′s as older vessels were joined by newly built replicas. As the newest vessel to join the fleet at the United States Merchant Marine Academy in Kings Point, N.Y., the Summerwind provides sail training to the Midshipmen of the academy.

^[1] According to a study commissioned by Tall Ships America®, which highlighted multi-year attendance of the TALL SHIPS CHALLENGE® 2001-2010.

Social Media for Your Business

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Feb 082012

How your business can become better involved in social media

By John Houle

First, understand what social media actually is. Social media is a system of online networks where registered users create content and communicate with each other. It is a network, a place of conversations, a community of individuals – not a mass. It is different from traditional media in that it’s not one-way, pushed, or interruptive. Instead, it’s a two-way, opted-in, free-flow of self-expression and sharing that is aimed at a community.

When social media works, your business can expect:

• Improved brand recognition

• More site traffic

• Increased word of mouth

• Increased referrals

• Rapid announcements of major developments

• A foot in the door for future opportunities

Read on, if you want to do social media right

First, you need to understand your audience by listening to others in the community regarding their social media. You should track relevant conversations about your industry through blog searching and by reading online reviews. The most important part of social media, which is also true in all communications, is listening. You should listen to your customers’ feedback and make changes, but you always should stay calm, constructive and remain genuine. You cannot control what is said in social media, but you can participate, gauge, respond timely, and facilitate discussions.

Put the ‘social’ back into social media

Plan discussion topics ahead of time with an employee who is “in the know” at your company. Speak to your staff and track client questions that are coming into the office. These questions and their answers are what your clients are talking about and inspire further social media conversations. When you post on social media you should ask open-ended questions and listen to the responses.

As with any marketing activity, you need to put in a regular effort. In terms of social media, you should allocate at a minimum 15 minutes per day. An aggressive campaign would amount to approximately 2 hours per day, but that can be a combination of several people, including an outside agency and consultant, playing a role.

Your posts should always be topical and timely. You can gain a better sense of what to post by joining existing discussions in your area of expertise and by following related social media. By recognizing and targeting new sites and audiences, you can stay ahead of the curve. Soon, you can be among the first to discuss hot topics on the Internet. At the same time, promote selectively, and never post for the sake of posting; you don’t want to become spam or the equivalent of that screaming person at a cocktail party who talks for the sake of being heard.

In social media, it always comes back to listening. You need to talk with participants, not at them. It’s essential that you become involved with two-way communications where possible. But, you’ll have to give up control, since you won’t be able to control the conversation. However, don’t fear what is being said, good and bad about you. Honestly, it’s being said anyways, whether you participate or not, so at least now you have a forum to respond. That’s why it’s always critical that you be honest – spin doesn’t work well on social media sites. Always be thinking for the long term, since it can take time to build trust and connections.

So, who does the work?

Your communications team of course. This team can be comprised of people inside or outside your organization. Whether you decide to outsource your social media or do it internally, you absolutely need a member of your staff to serve as the inside liaison for all subject matter. Your social media campaign can be monitored by a lower-level person in your office, who serves as the coordinator and is advised by a social media advisor or consultant. Everyone in the company should be coached to reinforce the organization’s social media goals. But, it all comes back to the company leadership. Some social media has to be done by management, even if it is simply embracing that this is for real and it’s time to do it right.

Mark Correia named Preventure CEO, Employees Promoted

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Jan 182012

Coventry, RI – Jan. 18, 2012

Preventure, a global provider of corporate wellness programs, announced that current Chief Operating Officer Mark Correia, who has overseen the company’s strategic direction for the past 10 years, will take the helm as chief executive officer. Previous CEO and founder, David Pickering, will serve as chairman of Preventure, continuing to lend his nearly 30 years of health management, wellness, and fitness industry experience to the company.

Preventure’s new executive management team also includes Kathy O’Neel-Webster, former vice president of operations, who has been promoted to chief operating officer, and Laura Walmsley, former vice president of new business development, who will become chief business development officer.

As chief operating officer, Correia managed the development and execution of the company’s long and short-term strategy and mission and oversaw the execution of client services and strategic partner relationships. In addition, he lends his experience from a 20-year career with Healthtrax International Inc., a leading provider of fitness, wellness and work-site health care services. As the sr. vice president of business health services with Healthtrax, he was responsible for developing and executing the strategic business initiatives for the Work-Fit and Employee Wellness Divisions.

“Helping to build Preventure into one of the global leaders in corporate wellness programs has only been surpassed by seeing my good friend and business partner, Mark, take over as CEO and Kathy and Laura become executives with the company. It’s one thing to start a company, but when you can see your colleagues rise up to take charge, it provides an even greater reward and appreciation,” said David Pickering.

About Preventure

Preventure is a global provider of corporate wellness and health improvement programs specializing in comprehensive fitness and wellness benefits designed to improve health and productivity and decrease health care costs. Preventure helps corporations and health insurers understand, predict and control health risks and related costs. For more information contact Laura Walmsley at 1.888.321.4326 or info@preventure.com. Visit Preventure online at www.preventure.com.

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HealthNow New York to offer cutting edge wellness program including smart phone technology from Preventure

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Dec 062011

Coventry, RI – Nov. 23, 2011

Preventure, a global corporate wellness company providing companies the financial and cultural benefits of a healthier workforce, announced it will deliver its wellness programs to HealthNow New York Inc.’s 425,000 commercial members beginning January 1, 2012. HealthNow members will benefit from the most comprehensive and intuitive wellness technology available to make healthy lifestyle choices easier.

Preventure will provide HealthNow members with access to its expanded WellHealth Web Portal and complete mobile wellness toolkit. Members will have immediate access to convenient mobile applications enabling members to use their smart phones to track exercise, monitor eating habits, check restaurant meal choices, and more – anytime, anywhere. Mobile convenience will help make healthy choices easier for HealthNow members. This technology, developed with Preventure’s partner PureWellness – a leader in wellness technology, will also allow HealthNow members access to a web-based personal wellness dashboard, a variety of online workshops, fun wellness challenges and tools, and more. HealthNow will also offer an additional option for smart phone apps that can automatically track member’s steps and/or physical activity right from their phone.

HealthNow members will also have access to Preventure’s Smart Health Advisor, which is one of the most successful engagement tools available. Empowering individuals to take charge of their health and wellbeing, Smart Health Advisor integrates a health assessment with workshops, coaching and disease management into a platform for members. The system has the ability to take participant biometrics and responses to the HRA and direct participants to follow-up tools and support based on their specific health risks. Using a proprietary formula to determine the three highest health risk factors, members are provided a variety of options to find the health improvement route that works best for them, including web-based tools and live support including interactive dietician and personal trainer Q&A.

David Pickering, Founder and CEO for Preventure, said, “Preventure is excited that HealthNow’s 425,000 members will have access to our innovative ways to help people realize their wellness goals. In the end it’s all about engagement and providing personal support coupled with convenient online and mobile resources helps us engage more people in our wellness programs. Ultimately we expect this to mean more HealthNow members leading happier, healthier lives.”

“Engaging our members in wellness-related activities and providing them the tools to reach their fitness goals has always been a core focus for HealthNow,” Karen Blount, Vice President, Health Care Services at HealthNow said. “Our partnership with Preventure will further diversify our wellness offerings and empower our members to proactively improve their overall health through a host of interactive applications.

About Preventure

About HealthNow New York Inc.

HealthNow New York Inc., which is comprised of four health benefit companies that include BlueCross BlueShield of Western New York, BlueShield of Northeastern New York, HealthNow Administrative Services and Brokerage Concepts, Inc., offers a full range of insured, self-insured, and government programs and services covering businesses, families, and individuals, as well as life and disability coverage, dental and vision plans, and stop-loss coverage. The company’s plans also include access to fitness, nutrition, wellness, stress management, and other options that engage members in their health.

Since their first division opened in 1936, HealthNow New York Inc. has helped millions of people gain access to outstanding health care. Today, they are focused on improving quality and outcomes through strengthened alliances with members, providers, and third-party partners. For more information, visit www.healthnowny.com

To Tweet, or Not to Tweet

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Oct 272011

That Really Is the Question, Today

By now you have probably read in a trade publication or heard in a seminar about why you should be more engaged in social media. I’m going to assume that you already see the merits – making connections with your customers, strengthening your existing relationships, disseminating information quickly and easily, and utilizing one of the lowest costs for lead generation – so I’m going to offer you my thoughts from a marketing perspective on how best to Tweet, Facebook, blog and stay Linked-in. Then, I will provide you several options on how you can actually implement a social media program.

First, it is important to understand a phenomenon that was once relegated to college students and people who had way too much time on their hands, but now has become so main stream that “Tweeting” and becoming a “Fan” have taken on a new meaning in our vocabulary. Social media outlets like Facebook, Twitter and Linked-In have become a major way people stay in touch and maintain relationships. You can easily inform people about what you are doing, display your pictures from your vacation, and show the world how your child or grandchild is in fact the most beautiful in the world. Understanding why and how people are using social media is instrumental to how you ultimately communicate your business message to them.

Don’t become background noise
Those of you already engaged in social media know what I’m talking about. Don’t Tweet or post a message on your wall for the sake of saying something. Only post important, relative information. Therefore, you do not have to worry about what to post, or whether you are posting something every day. If you follow the “shot-gun” approach, and just blast something, anything, out there each day, most likely your followers will simply start tuning you out. Instead, when you have something really important to say, say it.

Use as the vehicle to drive people back to your website
The best place for customers to learn about you, research your products, and ultimately buy something from you is your website. One way to drive more people to this central repository about everything you do is through social media. In your 140 character Tweets, on your Facebook wall, and through your Linked-In messages, try to bring them back to your website, where you could actually sell them something. In your messages, post a piece of an article, or give them some details about a promotion, and bring them home. Of course, your website should be designed and developed with sales in mind, but that is a whole other discussion; the days of the online brochures are long gone.

Keep your website fresh with a blog
One easy way to keep your website interactive and updated with important information is to post a blog within it. This is relatively simple to do, and often times free. A blog enables you to post information quickly on your website; so, no waiting two weeks for your web master to change “a” to “the” in the fifth paragraph on the “About Us” page. I suggest you put out messages through social media announcing why a new article that you posted on your blog can help your followers. They hopefully will in turn visit your blog and website and learn more about what you do, and hopefully buy something. A blog is also a great way to improve your ranking in search engines. Because you will be posting articles about what your customers are looking for, your website will come up higher in Internet searches. Search engines also rank websites based on the extensiveness of their content. With a blog, your website could be rich with important content.

The new form of communications is already here
Many of you already send out newsletters, both printed and electronically, but more and more people are utilizing social networking over email and printed pieces to stay in contact. Other companies already have successfully capitalized on social media to stay in touch with their customers. A major coffee and donut shop Tweets followers with specials, often right at the time when they are driving into work. My wife is a shopper at a certain children’s store, and she received a message that she would get free shipping for being a Facebook Fan. She downloaded the coupon, went to their Web site, and the sale was made. What could you send out to your customers?

Who should be running your social media campaign?
You should. You’re the expert about your business. Social media is being so readily utilized because ANYONE can do it. If you do not have the time to engage in social media, then the best person to do it after you is someone who really understands marketing, and specifically messaging. You, someone in your office, or an individual you contract, can work with you to develop a list of articles and messages you would like to put out to your customers. The articles and 140 character Tweets could be pre-written, approved by you, and then pushed out daily, weekly, or monthly.

Just like so much in marketing, it really comes down to doing, not waiting. No one has the “perfect” social media campaign, but there are many that are “good.” Just do it, but in doing it, please put out good information.

John Houle is the president of JH Communications, a regional public relations and advertising agency.

When it comes to your marketing, it’s all about ‘YOU’

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Oct 262011

By John Houle

‘You’ is the most powerful word to include in your marketing. Not only should the actual word be written and heard in all print, radio, television and Internet marketing, it needs to be the true focus of your marketing. When your company is communicating its message to potential customers who are flipping through the newspaper, listening to the news, or watching their favorite show, do not miss the opportunity to reach them by making an ad all about your company or service; make the ad about how your company or service benefits your customer.

Show them their benefits, not your features.
Too much time and money is spent detailing the features of your products with less regard for the person purchasing them. Effective marketing is not 30 seconds of bragging about how great your company is, nor is it a quarter page ad in the newspaper listing all your company’s features such as “open 24/7,” “representing numerous companies,” and “open 8:30 am to 5:00 pm.” People have come to expect these features, so you no longer need to list them. Simply put, illustrate to your potential customers how your company can make their own lives better with the better product or service that you can provide them.

Let me give you an example. Instead of me telling you in an ad that JH Communications “provides integrated marketing solutions,” I am better off writing that JH Communications: “integrates all of your marketing to ensure that a clear message is communicated to your customers.” If you saw an ad for my company that offered some industry term called “integrated marketing,” you probably would gloss over it. But, if you saw that your own company could benefit from my service to you, then that may just appeal to you.

Sometimes, marketing is simply the application of good common sense. Directly appealing to a person watching or reading your ad should come as natural as that conversation a salesperson makes when pitching a product or service. Imagine, a potential customer listening to a salesperson detail the 50-year history of the company and then speak about the 20 employees, 10 companies, convenient parking, and Saturday business hours. The customer then turns to the salesperson and shouts, “Nice, but how can you save me money or provide me better service.”

Anatomy of an Ad

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Oct 242011

by John Houle

I once was asked to design the “killer ad.” I informed my client that there was no such thing; however, I explained how I could develop an effective advertisement utilizing proven techniques.

There is not an exact formula for an effective ad. If there was one, we would all follow it, and then it would no longer work. But, there are several stylistic attributes and copywriting techniques that will make an ad stand out. While I do not claim to be an expert, I do believe that you are better off to adhere to these advertising elements:

Feature an eye-catching photograph or graphic that explains visually what you are looking to promote.
Always use a compelling headline that specifically targets your prospective customers. Remember that most people do not look past the headline unless you capture their attention.
Include a caption with your photograph; after the headline, people read captions.
Use statistics because it validates your claims, but be sure to include your sources.
In your body copy, include the most important secondary benefits of what you are promoting.
Avoid “industry speak” and use language that people understand. You’re not writing to colleagues but prospects.
Always have a “Call to Action” and make sure it stands out.
Include some sense of urgency. We all have enough to think about and are bombarded with advertising messages. We need to motivate people to act quickly.

There are some other things you should consider in your ads.

Avoid sure signs of amateur advertising. You only need your street address and city – not your zip code, people are not going to send you a letter. Nor are they going to send you a fax. Your address should always be secondary to your phone number and Web site, unless you are asking people to come into your office to receive an offer. Also consider providing a real testimonial and include the person’s full name if you receive permission.

John Houle is the president of JH Communications, LLC and can be reached at 401.831.6123 or at john@jhcom.net.

So, you want to compete on the web

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Oct 212011

What Has Your Website Done For You Lately?
By John Houle

A decade ago, you heard that you needed a website, so you went in the same direction where many other businesses turned. You basically took your brochure, and had someone who you believed was a web developer place it on the Internet.

Today, you may have heard about how your website needs to be more integrated into your marketing, how it could serve as a resource for your customers, and how it could bring in new business for you. You also may have been told that you need to promote the site through Google and other paid search engines.

You may have thought that you finally had it all figured out, but now a new term is thrown at you – search engine optimization, which quite simply is driving people to your site when they search for products and services.

So, where do you start, or how do you reinvigorate your website?

To build a website that is right for your business and your customers, consider what your customer wants, and then do what you’re already supposed to be doing – exceed expectations.

Keep in mind that the effectiveness of your website rests in its functionality, the relevancy of its content, and the ease of use.

Can you go to any place on your site with one click of the mouse?

Does your home page tell visitors what you do in easy to understand terms? (Plain English, not Industry Speak)

Is the layout visually pleasing, or is it challenging to find areas of interest?

In the end, content wins, but it must be delivered in a format that is understandable, easy to navigate, and useful to the client.

At first it can be a bit overwhelming to plan out an entire website. To handle that process, we recommend development in stages, much like you’ve done with your business.

Clearly define what pages and features will be developed within each phase. This makes for a more effective project management plan.
Work to ensure that you, your team, and your web developer are all in line with expectations and who is responsible for specific tasks, such as who will be writing the copy, gathering pictures, working with vendors, etc.
Allow for “wish lists” and future modules to be created for discussion, functionality and budgetary evaluations. In almost every case, once the website process gets off the ground, there is great excitement with wonderful ideas about what should be incorporated into the website.
Add newly recommended features into a wish list, so that once the current phase is completed, the wish list can be evaluated for its cost and its purpose, as part of an effort to control and better manage expectations.

By working to take a smart look at what is needed now and what is needed down the road, you can be ahead of the curve with your website. Planning your website to adapt to your business is a key ingredient to development from a marketing point of view.

John Houle is president of JH Communications, a marketing-communications agency in Providence, Rhode Island. Visit www.jhcom.net for more information.

Common marketing mistakes to avoid

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Oct 172011

Top 5 Marketing Mistakes and the Top 5 Marketing Solutions
By John Houle

In my years of advising businesses and associations on marketing, I have seen good advertising, bad branding, and really ugly communications. But, if I were to nail it down to my personal top five worst, it would go something like this:

5. Having the Wrong People Driving the Bus – There are many talented marketing professionals, and then there are many people who should not be implementing marketing strategies. You’re best to leave the marketing to professionals who have a track record of success in the field. Not to say that you should not challenge your marketing professional; in fact, sometimes the best plans evolve from a melding of the minds. But, always make sure that experienced and talented marketing professionals – a strategic planner, a strong writer, a creative graphic designer, and a skilled web developer – are on your team.

4. Doing It Yourself – Don’t you have enough to do besides implementing marketing campaigns? You company’s brand deserves the attention of someone dedicated to marketing. A good communications consultant will fight for his or her plans and keep you focused on marketing your business. Your time is valuable, and so are your employees’ time. Having people who focus on their specialty is a more productive use of time and resources.

3. Analysis Paralysis – During my days I have seen many a Winter Newsletter become a Spring Newsletter that finally is released in the Fall. Websites, print ads, radio and television ads also have experienced similar fates. Too often in the pursuit of perfection and with too many hands in the process, very good products never make it out the door. Strong messages are prevented from being communicated because ‘good enough’ is sacrificed for ‘possible excellence.’ I am a strong proponent of good writing and great creative; but I was once asked to create the “killer TV ad” – it simply does not exist. It is better to get an ‘A-’ product out the door that communicates your message than to search for the ‘A+’ that never sees the day of light. Perfect is the enemy of good.

2. Because we did it last year – This statement is the wrong answer to why you continue to engage in old marketing strategies. Not to say, if it works, you should not continue, but because you simply advertised in a certain directory or have always advertised in the “Back to School” section does not mean it is the right fit for your business. All of your marketing – your print ads, newsletters, yellow page ads, web site – should all work together to promote your brand. Before you commit to last year’s initiative, stop and ask yourself if it is the best way to promote your company’s message. There are a myriad of communications options available, and finding the right vehicle to communicate your message to your target audience is the key.

1. Marketing Plan. What Marketing Plan? You may have a perpetuation plan. You may have a business plan. You may even have a disaster plan. How about a marketing plan? When was the last time you and your key people prepared a budget and outlined 6 months of activities or a year’s worth of marketing? A good plan is adaptable to changing market conditions. By developing a plan, you can get a handle on budget, judge different marketing mediums next to one another based on cost and effectiveness, and decide on whom will implement activities. Many of you have businesses that are 25, 50, 75 and even 100 years old. What your company stands for in peoples minds – the brand – deserves its proper attention. How you continue to communicate your brand and its primary message in this changing world of communications will help dictate the next 25, 50, 75 and even 100 years of your business.

John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.

Please don’t tell me the economy stinks and other things to leave out of your marketing

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Sep 172011

By John Houle

We all know that we are living in one of the worst economic periods in our lifetime, but you do not need to remind people about it in your marketing. So, all headlines for ads or sentences in newsletters that begin with such unoriginal lines as, “Especially in these difficult economic times…” should be tossed on the trash heap of trite marketing slogans.

No one wants to be constantly reminded about how bad things are when they turn on their TV, listen to their radio, or read their newspaper; there’s plenty of bad news for the media to over-hype. So, you do not need to tell people in your ads. However, there is an exception. You can illustrate the rising cost of goods and show a comparison to the savings you could offer.

While you’re cleaning out your advertising clichés, you also can toss out “competitive pricing.” I simply expect that you will be providing me a competitive rate, so instead of telling me, show me. Demonstrate for me in an ad how I could actually save with a real dollar figure – $300 is more real to me than some percentage you say I can save. And when it comes to the holidays, unless you are simply wishing people happy holidays in your ad and not actually planning on selling anything, then do not try to tie in your ad with the season. Why you ask? Because everyone else is doing it, and your ad will be lost with the rest of them.Which leads me to the real issue. Be original. Don’t fall into the trap of attempted cleverness, thinking you’re actually being creative by playing off of what is in the news or even worse, the season. This means no more “Fall Back Into Savings” or “A Fresh Start to the New Year.”It’s time we return to what the true focus of advertising is all about – selling! You know that when the best sales people are closing the deal, they do not waste time bogging down prospects with unnecessary superfluities. No, they clearly state the benefit of what they are selling, making a connection between the product and consumer. Good advertising and marketing is an extension of the sales effort; it is supposed to be your best salesperson reaching the thousands of prospects that a single human being is incapable of personally visiting. You would not want your best salesperson out with potential customers moaning about the state of the economy or making blanket statements that anyone can see through – then why would it be acceptable in advertising?John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.

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