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Brand Thinking Blog
Posted on July 17, 2014 at 4:38 pm
Don’t let them leave your site.
If you are adding a link in a narrative, be sure to have the link open in a new window so visitors don’t leave your site. To do so, choose “Open in New Window” in the Target drop down.
Posted on July 17, 2014 at 1:41 pm
Services like Yelp and Angie’s List have already made finding professional service providers easy, but our App of the Week takes this idea one step further. Thumbtack is an app that not only finds professionals in your area who meet your qualifications, but it allows you to hire them straight from your mobile device after you find the perfect fit for your project.
Thumbtack starts by asking questions about your specific needs. For example, if you search for painters, the app will ask you if you are looking for face painters, house painters, etc. You can then compare quotes, read reviews and search profiles. The best part? The app is completely free to use. With over 700 categories, the possibilities for completing those projects around your home are endless!
The Importance of Instituting a Marketing and Business Development Certification Program for Your Firm
Posted on July 11, 2014 at 4:22 pm
Remember the Telephone Game, that classic children’s party pastime? The first player whispers a phrase or sentence to the next player and then each player successively whispers what the player believes they heard to the person sitting next to them. When the last player announces the statement to the entire group, it’s almost always amusingly different than the one uttered by the first. It’s no accident that this time-honored party game is often invoked as a metaphor for the unreliability of human recollection.
With that in mind, how can you be sure that your client-facing employees are consistently putting forth your standard messaging when it comes to your firm?
Inconsistencies in the way that your firm is presented to clients and prospects can have a significant impact on the success or failure of your marketing and business development efforts. More importantly, these inconsistencies could be breaking your brand and affecting your public image.
Thinking critically, how many employees could currently recite your firm’s standard messaging or positioning? This messaging includes the history of the firm, the services offered, the niche markets served and competitive differentiators. Every employee, from partner to entry level staff, should be able to confidently recite this ‘elevator pitch’ on command.
Getting everybody on the same page isn’t as simple as sending out an email with a script. A marketing and business development certification program can provide a framework for effective training that allows you to work directly with your staff and nurture their skills in this area.
When designing your training program, it is important not to overcomplicate the standard messaging. You aren’t preparing students to get a marketing degree, so the process of certification shouldn’t be intimidating or rigid. In addition to teaching the basics of the ‘elevator pitch,’ build a standard, branded PowerPoint presentation and train client-facing employees on how to stage the firm’s standard presentation.
Certify a core set of these employees and then allow them to serve as an expanded resource for other members of the staff. Revisit the marketing and business development certification annually or when significant events happen within your firm that might warrant a change in these standards (e.g. merger, new partner, new practice area, new competition, etc.).
For a marketing and business development certification to work, however, it requires the full support of the firm’s management team, and it is the job of the marketing department to demonstrate its value. Once you have that support, meet with Human Resources to discuss making the certification a standard part of the new employee training/orientation program.
After you have established a basic certification program, consider expanding your curriculum to include an introduction to using social media as part of the program. At the very least, encourage staff to create LinkedIn profiles, a truly effective tool for marketing and business development.
In the end, all the training in the world means nothing if your employees don’t use the skills they have acquired. Regularly communicate opportunities for staff to use what they have learned at networking events and encourage certified employees to make presentations at prospect meetings. Have an open door policy and make yourself available as a resource to any member of the staff willing to take a more active role in the sales process.
Posted on July 11, 2014 at 4:18 pm
Anthony Ostlund is a first-rate Minneapolis litigation firm of calculated, decisive and exceptionally experienced trial attorneys delivering pragmatic business and legal solutions from a higher set of standards. They understand that winning, defined differently by each client, is what’s in the best interest of their clients and their businesses. They set out to create a brand built around these ideals.
Showcasing both their attorneys and client stories on the homepage plays off the large headline of Decisive, Determined and Driven. They are not just claiming this, but instead offering proof. This is further illustrated on the Cases landing page with a map that showcases the work they have done all over the country. The dramatic use of black with exceptional photography adds drama to the site; the bold use of rankings, peppered throughout adds to the firm’s credibility. The rich News & Events section shows their thought leadership in all areas of litigation.
Posted on July 10, 2014 at 12:06 pm
Last week, I came upon a series of spectacular ads from a familiar brand. When you’re a well-known name like Lexus and car commercials are one in every five commercials you see, how do you set yourself apart? You think differently. Make yourself unique. (Sounds familiar, huh?)
Driving down a winding mountain road can only do so much to make me want to buy a car. This series of “Amazing in Motion” advertisements not only grab my attention, but leave me in awe. Take a moment to watch all three and maybe they’ll inspire you, too.
Posted on July 10, 2014 at 11:35 am
Inline narrative images can be a great way to engage with your audience and bring more interest to your page. It’s a simple feature in Point & Clique to take care of. Here’s how:
1. First, upload your intended image to the Media Center.
2. Then, go to the page you’d like to place it in.
3. In the narrative box, place your cursor where you intend the image to display.
4. In the narrative menu, select the image icon which will open a menu in which you can select the image.
5. Once selected, the image will show in the narrative. You can then scale it properly and save your page.