Brand Regeneration Pres.
December 29, 2010
KTVB Features Justin Foster
December 22, 2010
Above is a clip from my appearance last week on KTVB’s Noon News with Carolyn Holly. My topic was the “Myths of Word-of-Mouth”.
Here are the myths:
1) Myth: Word-of-Mouth is a tactic. A tactic is something you execute or do. Examples in marketing: media buy, creative, web, etc. All things you do. As such, WOM is NOT a tactic. It’s not something you do; it’s something you are. Of course, there are steps and processes to generate WOM, but WOM is not something you can buy.
2) Myth: Word-of-Mouth doesn’t cost money. This may sound like a conflict with #1, so here’s what I mean: It may not cost money to BUY word-of-mouth, but it certainly can cost money to CREATE it. The time, money, and energy that goes in to creating an interesting product or service is all part of the cost of WOM. That said, paying to be interesting can a lot less expense and for more sustainable than paying for attention. A portion of cost can also go towards grassroots marketing, creating sampling, conducting surveys, etc.
3) Myth: Word-of-Mouth means you don’t need to advertise. WOM is often positioned as the opposite of advertising. In reality, they are two separate issues. In many cases, brands need to use advertising to create interest, perception, behavior, etc. Boring brands need to pay more to make this happen. WOM-driven brands can still use advertising - often to further enhance a competitive advantage. These brands use advertising to “fan the flames” of excitement. Think Apple, Southwest, or Harley. They aren’t creating awareness, they are further stirring existing buzz.
I mentioned an ancient and timeless rule in the piece:
Being interesting = creating stories = generating word-of-mouth.
So if you wish you had more WOM and don’t, see the first part of the formula.
If you think you are interesting, but aren’t generating stories then either you are probably not interesting - or you are doing a poor job of capturing and re-telling stories.
If indeed you are interesting, then use your marketing dollars to tell and create stories - and it will create even more WOM!
60 Sec: Social Media
August 24, 2010
This is our thirteenth video in our “60 Seconds” series. We will be posing a number of questions in this series. We will attempt to answer one question per week in video form. There are two rules for the “60 Seconds” series:
1) Justin has 60 seconds to answer a given question.
2) The video is unscripted. Justin has not seen the question before taping. What you see is raw footage, there is only one take. We do this to keep ourselves down-to-earth and transparent.
You can also view this video in HD on YouTube.
What is Twitter?
August 19, 2010
Rules of Engagement
June 14, 2010
Tricycle’s Social Media Rules of Engagement
Social Media is not a fad. It is not just for “kids”. It is an accepted, proven tool in an increasing number of organizations. However, there remains a lot confusion on the rules; of how to properly use social media in a business environment. We believe the following are the 5 foundational rules of engagement for any organization that wishes to utilize social media.
1. Social first; media second. Simply put, social media is not an advertising platform. As such, you don’t broadcast your message through social channels. Instead, you focus first on being “social” – by connecting with people and having conversations.
2. Person first; corporation second. Social media is a person-to-person medium, not corporate-to-person. As such, each employee within an organization is connecting with the audience as themselves, not as an official representative of the company. In short, social media doesn’t have “spokespeople”.
3. Keep it real. Social Media is not a place to create an image of something you are not. It is a place for organizations and their people to be what they really are. Occasionally this means dealing with negative situations. The best thing to do is to be authentic and transparent.
4. When to sell. Social Media can be a business development tool. It is just a matter of the right timing. Remember this formula: conversations create relationships which create transactions. Go out and talk to people, get to know them – then politely let them know what you are selling.
5. Attention to detail. Just like other mediums, first impressions matter; so it is important to pay attention to details. A few examples: having a decent head-shot, having a well-crafted bio (including what you do for your company), making sure that all areas of your profile are as complete as possible.
You will notice that many of these rules are just age-old common sense. This is because Social Media is ultimately about people. So be civil, look people in the eye, and sit up straight!
2010: 5 Branding Must Do’s
May 6, 2010
We can all sense that 2010 has been a different kind of year. The way politics are moving, the way the economy is slowly building and the way media is moving are all only some components of what will make 2010 different. It is likely the beginning of a new era of how business will be done around the globe. All of this sounds rather complicated - and it probably is. However, what most businesses need are some simple things to do; some specific, tangible steps that will help you have a successful year.
Here are 5 Branding Must-Do’s you can implement into your business. They are simple, virtually free, and scalable to any kind of organization:
ONE: Go Back to Your Roots.
Why did you originally start or buy a business? By returning to that original inspiration, you will re-discover the elements that inspired you to take the leap. In today’s 360 degree, open culture, this is also the same inspiration that your employees and customers should have. By going back to your roots, you are ensuring your employees and customers that you are in business for something bigger than just the revenue model; that there is a reason and purpose for your existence as an organization. Inspiration is so much more powerful than coercion. And much less expensive.
TWO: Strip out the BS.
You need to present your brand as an idea; something inspires the audience to believe what you believe.If you are not quite sure how to do that, just talk in simple terms with your audience. Answer these two questions: 1) “What am I selling?” and 2) “Why should you buy from me?” People don’t won’t to be sold to, but they do want to know what you are selling. Just put it in common, every-day terms that create strong tangibility and visual images - and keep it free of marketing clichés such as “service”, “value”, etc. All of these rules apply to your employees, community, and other people that are connected with your brand.
THREE: Deputize Everyone.
Every person you come in contact with is not just a potential customer; they are also influencers. Instead of trying to sell them, inspire them with your ideas and differentiation. They may buy something from you - but even better is having them tell everyone in their sphere about you. If you are a B2B organization, this also means that everyone is a sales person; both inside and outside of your organization. Have a plan in place to pay finders fees to anyone that brings you new business.
FOUR: Be Social.
Organizations that try to use the traditional corporate-to-masses approach to marketing are going to struggle. Instead, focus on methods that allow your people to talk to The People. This often means just talking to people; asking them for feedback and insights on your business. Of course, this also where social media comes in. It is the most efficient way to have one 1:1 conversations with people. Like the other Must-Do’s, this also applies to your employees, vendors, and other non-customers. A word of warning: don’t use social media unless your culture can handle the transparency and dialogue.
FIVE: Own the Experience.
Brands will live or die based on the customer experience. The customer experience doesn’t have to be amazing (unless you promised that); it just has to be consistent. This starts by being easy to use, respectful, friendly, and just plain nice. Another simple step for elevating your brand and increasing word-of-mouth is to treat every person as an individual. Or even better, as a peer - someone you can relate to. As consumers, we are used to being treated as just-another-customer. When we are treated with respect and connected with as people, it stands out.
It is not intended that you pick just a few of these suggestions. This is a system and we recommend that they all be implemented. You will find that they will compliment each other and create a net effect far greater than just implementing bits and pieces. As we said, none of these are all that difficult to implement, but it may require a change of thinking. If you are an owner or CEO, then it starts with you.
Boise’s Mad Men
March 16, 2010
Justin Foster was recently featured in Boise Urban Liaison in the article “Boise’s ‘MadMen’ 2010″. Urban Liaison spoke with four marketing professionals about how technology and social networking are changing the game. Read Justin’s thoughts as well as the full article here.
Chamber Event Videos
February 26, 2010
The Chamber of Commerce recently held an event dedicated to answering business’ questions regarding social media. Here are a few of the highlights.
The Best Mindset in Social Media
Your Competitors on Social Media
The Future in Social Media
Trike Show: Thomas Golden
August 28, 2009
The Trike Show with special guest Thomas Golden!
In this episode of the “The Trike Show“, Justin is joined by one of Tricycle’s own, Thomas Golden. This is a special inside look into the Trike garage and a behind the scenes look. Thomas recently graduated from Boise State University in May of 2009. In July, he began working with Tricycle as a brand coordinator. As a BC, Thomas focuses on both internal and external projects. Justin and Thomas discuss what a marketing education actually looks like, phasing out of mass media marketing and personal branding.
Trike Show: Ben Quintana
August 26, 2009
The Trike Show with special guest Ben Quintana!
In this episode of the “The Trike Show“, Justin is joined by special guest Ben Quintana, Director of Public Relations and Leadership Development at Boise Metro Chamber of Commerce. Listen for a great discussion about the leadership in Boise, recommended readings, who you should know, networking and a variety of subjects.
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