I’ve had the Jim Collins business classic “Good to Great” on my to-read list for a few years now, so when I heard Collins and co-author, Morten T. Hansen, came out with a sequel I read it instead. “Great by Choice” was both inspiring and surprising…with applicable lessons for marketers.

The book illustrates how companies can achieve lasting success in an environment of change, uncertainty and chaos. It summarizes nine years of research following companies that achieved outstanding results for at least 15 years during unstable times and compares them to less successful counterparts. The successful companies are called 10Xers because they provided shareholder returns 10 times great than others in their industry.

One of the most intriguing takeaways was that innovation was not a key factor in the success of 10Xers. The companies needed to maintain a baseline of innovation but more important factors were discipline, controlled growth and continuous learning and adjustment. The 10Xers followed a “20 Mile March” philosophy whereby they have concrete, clear, intelligent and rigorously pursued performance mechanisms to follow and keep them on track. This creates two types of discomfort: 1) the discomfort of unwavering commitment to high performance in difficult conditions, and 2) the discomfort of holding back in good conditions.

In addition, the successful companies gradually introduced changes using lots of smaller scale tests first, and then if they achieve positive results, quickly capitalizing on a larger scale. Collins uses more engaging metaphors to illustrate: “Fire enough bullets … and once you have empirical validation convert the bullets into cannonballs.”

As I was thinking about how to apply the book’s broader business lessons to marketing, I realized two of them parallel our philosophies at Johnson Direct.

1. In the marketing world, conducting a 20 Mile March is like creating and following a marketing plan with measurable objectives. That means using discipline to adhere to executing the plan even when distractions interrupt. Our founder, Grant Johnson, will tell you we’ve been advocating the importance of strong planning and careful execution since the agency opened its doors.
2. Firing bullets is akin to testing, whether it’s channels, marketing strategies, creative executions, offers or something else. Testing enables you to continually improve by measuring results and making ongoing adjustments. This is key to a process we’ve developed called Direct Branding™.

These two lessons are just a taste of the nuggets “Great by Choice” offers. So if you’re looking for thought-provoking book, pick up a copy of this quick and entertaining read.

“Content marketing” is a hot term right now. Most marketers have accepted the fact that customers would rather seek out information about a brand rather than be bombarded by self-serving messages.  The question is how can we make the most of this shift and optimize the content we are disseminating, while at the same time, achieve bottom-line marketing objectives?

Content marketing is a broad term that applies to basically any written or spoken communication. It covers websites, newsletters, white papers, videos, blogs, podcasts, email blasts, mobile apps, etc. The aim is to disseminate information that has value to the customer; something that they will learn from, engage with, save and share.

In the American Marketing Association’s February 29, 2012 issue of Marketing News, the following seven tips about content marketing were shared:

1. Think and act like a publisher. This means to instill messaging guidelines and develop an editorial calendar to keep on track.
2. Hire the experts. If you don’t have the depth on staff to create tight, branded content, look for outside help. You need to be telling compelling stories consistently, not occasionally.
3. Take a holistic view. Assign one person to be in charge of content. Just like a “brand steward,” this person will also make sure content is on target.
4. Create a content strategy. Many companies jump into social media without a well-developed plan that can ensure consistent, relevant and compelling content.  Without a defined strategy, your social media efforts are doomed to failure.
5. Reuse and recycle. Content can be created and reused in different ways and in different channels. It may seem like repetition but it also reinforces important messages and information.
6. Keep it short, sweet and entertaining. Content should be bite-size and pack a punch such as how-to tips or trend charts.
7. Be helpful. If your content can help people in their jobs or lives, it can become a catalyst for brand awareness and customer loyalty.

At Johnson Direct, we focus on the four basic C’s to content marketing:  Make it clear.  Make it concise.  Make it compelling. Do it consistently! Successful content marketing takes discipline, planning and diligence.  In today’s customer-centric marketing place, the payoff can be the engagement necessary to build loyalty and preference.

The most common question I get from people I meet has to be “What is marketing that’s measurable?”

Of course, we all know what the phrase means, but what people are really asking me is “come on now, you can’t track and measure your advertising and marketing, so how do you do it and what’s the gimmick?”

Honestly, not ALL advertising and marketing can be tracked and measured. However, the majority of it can be if you follow a proven process and build in testing and the tools needed to do so.

Here at JD, our Direct Branding™ process has demonstrated wonders for insurance clients, specialty garment manufacturing, hand tools, capital-intense industrial equipment, software and select not-for-profits. It really works.

Here are some recent examples:

• An 84% response rate
• Lowering ROI from 24 months to just 5 months, while reducing marketing spend
• Membership/Loyalty increases ranging from 200 to 777%
• Entering a brand new market and within 2 short years having that new segment represent better than 20% of the company’s business

These are all real, honest-to-goodness examples of what we mean when we declare that Johnson Direct really practices “Marketing that’s Measurable.” And each example is VERY recent.

The trend to accomplish these results is with a multi-channel approach that incorporates traditional advertising with the results-laden impact of direct marketing using social media, interactive/digital, SEO, banner and keyword advertising, public relations, direct mail, email and events/trade shows.

Get in touch today and I’ll be happy to share a few case studies and even offer you a free copy of the sought-after book “99 (plus one for good measure) Bright, Measurable Marketing Ideas.” The book is yours for free. All you have to do is ask for it.

I look forward to our conversation. I hope we are able to take your marketing campaigns to the next level… to the stratosphere with “Marketing that’s Measurable.”

Got a cough you just can’t kick? Or a nagging ache in your knee? What’s your first move?

If you’re like most Americans, your initial inquiry into your potential health ailment would begin with the launch of an internet browser. In fact, 66% of US adults report relying heavily on search engines to provide them with links to answers for any number of health questions. Although, large and growing, this figure shouldn’t be surprising. Whether you’re looking for the best orthopedic surgeon in town or for potential side effects of a prescription your doctor is recommending, your first step is likely to be firing up your favorite search engine on your computer or mobile device and doing some research.

The trend toward search engine reliance has drastically changed the health care experience for both patients and providers alike. In the past, a patient would go to a doctor complaining of this or that, while forgetting to mention certain more chronic symptoms that seemed unrelated to their most pressing malady. Similarly, doctors would have likely needed to make inferences and ask questions to elicit more information from their patients. Today, however, patients enter the doctor’s office armed with vast amounts of information that they’ve pulled from various internet sources. This has allowed them to become more vigilant in their own health care, if not borderline Hypochondriacal.

What This Means

The challenge here is that many hospitals and health systems try to operate search engine optimization (SEO) and social media in-house or through an agency with little to no SEO credentials.

In fact most companies that attempt to conduct an internal SEO campaign miss an average of 27 components that could have increased their search rankings.

This fundamental change in the individual’s experience with health care gives way to a great opportunity for providers to capture the attention of their target audience from initial inquiry to the zero moment of truth, where they decide which doctor to see or the hospital to select.

Health care marketers today are dually tasked with increasing search engine optimization while simultaneously developing or enhancing their advertising and marketing presence via high-traffic websites and social media.

That’s right, roughly 60% of Americans surveyed indicate that they’d like to receive news and information on medical conditions and treatments though social media outlets.

Currently, the advertising and marketing presence by hospitals and health systems on website like webmd.com or Mayo Health’s Symptom Checker, which both receive tens of millions of visitors a year, pales in comparison to the overwhelming presence of pharmaceuticals and miracle diets.

The Opportunity

The opportunity available for health care providers to reach their target audience via strategically targeted ads, information and promotions is greater than ever before. From the moment the individual engages in their quest for information through when they’ve determined an appropriate course of action and step along the way, myriad opportunities exist for health care providers to convey their message and value proposition to their target audience when they’re in the most ideal frame of mind to be responsive.

So what should hospitals and health systems to do in a highly specialized and ever changing environment, they find themselves in today?

A good first step in the right direction would be to identify a partner with a record of producing integrated campaigns that are rooted in testing to ensure sustainable improvements over long periods of time. Also, because of the ever changing nature of the health care environment the ideal partner would place a high priority on strategy and research, while having a thorough understanding of the history and complexities of the health care industry.

We live in a world surrounded by social media. With so many options to choose from, it’s no surprise that most businesses have some sort of presence online. Social media is an important part of marketing, but check out these tips on how to maintain a good following online (originally found at bizjournals.com):

1. Don’t mix personal with business. Make sure you’re keeping your personal social media accounts and your business accounts separate. People will be more interested in what you have to offer them rather than what you had for lunch.
2. Fill out your profile completely. Social media profiles, especially Facebook and Twitter, offer a great means of exposure for your business. It can serve as a “one stop shop” where people can come to get information about your company and what you do, so make sure you include contact information and a company overview at the very least. An incomplete profile can come across as unprofessional.
   
3. Don’t spam your followers. You know all those annoying emails you get in your inbox advertising for things you don’t want? It’s just as annoying when a company does it via social media outlets. The whole purpose of social media is to start a conversation, not to pester your followers.
   
4. Keep your accounts updated. In order to stay relevant, your accounts need to stay up-to-date. Always keep an eye on changing contact information and company leadership and make sure your social media accounts reflect those changes to avoid any confusion.
   
5. Stay away from controversial topics. There are certain subjects that should not be addressed on your social media networks. A good rule of thumb to follow: If you wouldn’t bring it up in a meeting with clients, don’t do it online.
6. Don’t start selling out of the gate. According to OBJ Entrepreneur section columnist Michael Coudriet, CEO of Coudriet Media, don’t beat people over the head with sales messages in the beginning. A good practice is to post at least 100 posts before pitching any products or services.

Is your company having issues keeping people engaged on social media? Contact your friends at Johnson Direct! We offer a variety of interactive and social media services to help you grow results exponentially.

Did you see this headline last week, “Female veterans can now have special plates?” Pretty neat. Many states have honored its women veterans with a specialty license plate. Because women are the fastest growing veteran population, marketing campaigns targeted toward women vets are becoming more and more prevalent.

Here at Johnson Direct, we have a few clients that segment their marketing efforts toward American veterans. The campaigns enjoying the highest response rates are those aimed at women veterans.

We’re especially proud of Johnson Direct’s involvement in creating highly impactful marketing materials for the Veterans of Foreign Wars, and frankly, we’re in awe of the results we’ve generated with the VFW She Serves acquisition and retention marketing communications campaign. Just 27 months old – this campaign has already created exceptional momentum for the VFW toward its membership goals. Female enrollment was 3X HIGHER IN 2011 than it was in 2010! And, we’ve already set the stage to beat our own record-breaking results in 2012. We’ve already nearly DOUBLED FEMALE VFW MEMBERSHIP ENROLLMENT in Q1 2012 compared to Q1 2011.

Of course, we couldn’t have made this incredible impact without our strategic, integrated and multichannel marketing plan. Take a closer look at the deliverables from our She Serves marketing plan at http://joinsheserves.org/style-guide/assets-library.html. We’ve made this resource library highly accessible to all VFW departments, helping them with their day-to-day recruiting and retention initiatives and special events. It’s chock-full of downloadable and customizable tools including membership information resources, social media outlets, newsletters, a recruiting brochure, special event flyers, letterhead, posters, direct mail, video, banner ads, print ads and more.

While the results speak for themselves, our community of loyal, outspoken women veterans have a lot to say about the She Serves outreach as well. Here’s what women veterans are saying about our She Serves initiatives:

“I’m thrilled to see a site [www.SheServesCommunity.com] dedicated to the fine work of women in uniform. There are special issues for military women and veterans which need this kind of attention.” Carla Ward

-“I am glad that there is this community.” Lisa Wilk

“Thank you to National VFW for putting this program in place.” Renee Simpson

“I joined because I needed friends that I didn’t need to explain things to. They just got it. It was one of the best things I have ever done.” Donna Holloway

“I saw this support and I became a life member. It didn’t happen until I connected here.” BriGette McCoy

“It has been a positive experience.” Vicki Bender

I believe our success stems from our passion not only for delivering measurable marketing, but for making sure the men and women who’ve served our country get access to the support, services and camaraderie they not only deserve, but that they’ve earned.

Does your organization have a segment that deserves special attention? Reach out to Johnson Direct for measurable marketing solutions that will resonate with your audience AND generate the outstanding results you’re looking for.

Denise B. Hearden
VP Interactive Services
Johnson Direct

What a fabulous way to finish out the week (we’re closed for the Good Friday holiday tomorrow)!

Today, our multichannel task force here at Johnson Direct officially launched a new market campaign for a client (we’ve had the pleasure of serving this client for about 8 years). After seeing our message that the campaign’s microsite is live, our team got this message from the client in return:

“Since our first meeting just seven weeks ago, this ride has been truly amazing. I am so proud of the end-product – and your service. I feel you have rescued our marketing from near-mediocrity. We will be moving forward with a new appearance and attitude. You all captured the fact that our organization is indeed a world-class operation. Now, we look like a national leader. Thanks again to all of you for your patience and cooperation, creativity and wisdom.”

By Denise B. Hearden

The visual identity of your business or product/service is a vital tool in communicating its essence.  Before someone even considers contacting your business or buying your product/service, he or she will first formulate ideas – unconscious perceptions – about it, based on the look and feel of your brand’s logo. Having a strategically and professionally developed identity will more effectively represent your brand’s spirit, personality and core characteristics, and better resonate with your prospects and customers.  In turn, this positive impression will support your sales and marketing efforts through all the channels you pursue, building the credibility you need to aggressively compete in the marketplace.

Here are the three must-haves your brand-building initiative (or brand renovation) needs for success. When marketers skip or bypass these essentials, the lackluster outcome is not only disappointing but costly.

1. Messaging Platform: To help clients develop strong, customer-focused brand positioning and messaging, Johnson Direct has developed a process that enables us to effectively gather intelligence to detailed message maps, broader branding and positioning or creative/messaging strategy for brand development, rebranding and marketing initiatives.

2. Brand Identity Design: A brand’s identity must be memorable. You want to achive the highest recall possible among your target audience. The identity you choose must be relevant to produce that level of recognition, and represent your brand’s promise. Through Johnson Direct’s Direct Branding™ approach, our clients achieve brand identity differentiation in the marketplace, communications synergy across all media and the brand promise, and create a long-lasting impression within their niche.

3. Brand Identity Usage Guide: By creating a brand identity usage guide, you are establishing a consistent application of the brand identity across all marketing efforts. A coherent look and feel of all branded communications is critical for building a solid brand and image. Any use of the brand’s logo, taglines, and other brand elements must adhere to the standards set forth in the guide. There are 13 rules your brand ID guide should enforce.

Brand identity development is among Johnson Direct’s specialties. Here are just a few examples of the powerful logos we’ve developed for our clients:

Branding is as much – if not more – a strategic and methodical process as it is a creative service. In fact, if you embark on a branding, or rebranding, initiative without the proper investment in Fact-Based Research and Strategic Planning, you’ll eventually learn that your focus on creativity and design has been wasted. And in recent times, we all realize that a company’s shrinking marketing budget should be put to work – with measurable results and a positive ROI.

Our process, Direct Branding™, is an in-depth approach that guides organizations through “brand discovery” — taking your brand promise, products and services, values and methods under consideration.

Got a brand-related dilemma? Get in touch with the pro that trademarked Direct Branding at 262.432.0183 or grant.johnson@johnsondirect.com.

If not, you’re obviously not alone. But those businesses who are embracing the change are finding the new cover photo a great place for high-impact photography or graphics to support their brand’s key message. It’s important to note, however, that Facebook won’t tolerate the use of this real estate as a place for blatant banner-style ads.

Right now, if your business’ Facebook page is set at the default tab, BE WARNED. After March 30, if you don’t make the change yourself, Facebook will automatically switch your page to the Timeline view and choose your brand message for you.

Johnson Direct’s interactive team has been helping our clients take advantage of the new Timeline cover photo real estate (we’d be happy to help you as well – call 262.432.0193 to get started). The task is more involved than it looks. To really take advantage of the space, we guide our clients through the photo selection or graphic development process, modify the selection to fit Facebook’s parameters, create and integrate a value proposition as appropriate and create or modify the brand icon artwork. Once these assets are all client-approved, we’ll even upload them into the Facebook account and activate the Timeline.

Our pros are on top of the rules Facebook has put into place for its new Timeline presentation. For example, there are strict DOs and DON’Ts for the Cover Photo. We fully understand these rules and as a result, the Johnson Direct team has been able to create compelling Cover Photos within those guidelines. For example: Facebook has four specific guidelines for brands to follow when selecting their Cover Photo, disallowing use of the following in Covers:

1. Price or purchase information, such as “40% off” or “Download it at our website”.
2. Contact information such as a website address, email, mailing address, or information that should go in your Page’s “About” section.
3. References to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features.
4. Calls to action, such as “Get it now” or “Tell your friends.”

Here’s a peek at the Cover Photo we created for VFW She Serves to celebrate March is Women’s History Month. By April 2, we’ll publish a new, brand building Cover Photo and message.

If you haven’t read-up on this topic, here’s some helpful content:

http://ads.ak.facebook.com/ads/FacebookAds/Pages_Product_Guide_022812.pdf

http://www.allfacebook.com/facebook-timeline-8million-2012-03

http://www.allfacebook.com/facebook-timeline-pages-guide-2012-03

Looking for inspiration? Check out how these brands have made the transition:

http://www.facebook.com/Starbucks

http://www.facebook.com/CaptainMorganUSA

http://www.facebook.com/cocacola

http://www.facebook.com/f4ep

http://www.facebook.com/coldwellbanker

If your marketing team doesn’t have the time to make the transition, have them get in touch with Johnson Direct at 262.432.0193. For 13 years, we’ve been the go-to partner for our clients’ marketing departments!

My son’s basketball season ended yesterday and naturally, he was very sad about it. He’s a senior in high school and has played on a team since he was 5 years old. Recently, he was lamenting about all the things he was going to miss and how much of his identity came from being on the basketball team. We are proud of his accomplishments, but remind him; you are a good basketball player but more importantly you are a great person.  This got me thinking about teamwork and all that can be gained from participating on a team.

Some things we learn from teamwork:

• To get along with others
• To take direction
• When to lead and when to follow
• That life is not fair
• To push yourself to be better
• To take criticism
• To be part of a whole
• To set goals
• To lose graciously
• To win honorably
• To trust others
• To be accountable
• That there is no “I” in “TEAM”
• To have higher expectations
• To communicate better
• To manage time more efficiently
• To become passionate about something

Do you consider the people who work beside you teammates? If so, what can you do to improve your game?

At Johnson Direct we understand that much more can be accomplished when you work collaboratively as a team. It is one of the reasons that we are able to produce both the quantity and the quality of integrated campaigns that really do measure up. Go JD!