\r\n\t\t
\r\n![\"Boca](\"https://apiold.meritmile.com/wp-content/uploads/2021/04/brhsm-brand-annouce-news-banner.jpg\")
Going Beyond Brand Awareness to Explain to the C-level Why It’s a Good Investment
\r\n\r\n\t\tPosted on: August 18th, 2022
\r\n\r\n\t\tClients are interested in PR and brand awareness because it’s a great way to establish or reinforce subject-matter expertise and credibility within a specific industry. Furthermore, it can also help in boosting leads and even sales.
\r\n\r\n\t\tHowever, even when you know your PR is working and you’re seeing results, it’s still important to measure this activity to demonstrate proper ROI in front of senior management.
\r\n\r\nPR ROI and measurement can often be broken down in three primary categories: Overall brand awareness, industry credibility, and thought leadership.
\r\n\r\nImprovement in key performance metrics such as impressions, traffic and social media views often illustrate long-term increases in new business opportunities and securing existing business for new contracts.
\r\n\r\nThese criteria are also important because being viewed as a thought-leader or an industry expert tells consumers or business audiences that your brand is reliable and trustworthy. Earned media, such as by-lined columns, quoted mentions, podcast appearances or interviews increases the likelihood of attracting new business.
\r\n\t\r\n Here at Merit Mile, we have a long history of measuring our PR and awareness results for clients. In addition to traditional metrics such as number of impressions and key message placement, we also use a scientific approach that calculates advertising equivalency of comparative editorial placements. While many other agencies today no longer make these calculations, our proprietary measurement platform, Metrix, enables this critical calculation so that C-level executives can clearly see the return on their PR investment in a digestible, dollars-to-dollars-worth. \r\n
\r\n\r\n Based on this advertising equivalence, in the first six months of 2022, the Merit Mile PR team achieved an across-the-board ROI of 32.4 – meaning clients received $32 dollars in return for every $1 dollar they spent with us on their PR campaigns. When isolated to clients specifically in the sports marketing industry this ROI number totaled 71.3, and in the supply chain industries this totaled 66.1. \r\n
\r\n\r\n Advertising equivalence isn’t a new metric in the world of PR, but it has become much more difficult to calculate without the right tools because of rapidly changing advertising costs. It essentially places a dollar value on an editorial placement assuming that same placement was paid-for. It is still the best way to place a dollar value on a PR/editorial placement, interview or brand mention that was “earned” rather than specifically “paid for”. \r\n
\r\n\r\n Naturally, some placements have a higher advertising worth than others. However, all placements serve a purpose and can benefit a brand. Merit Mile represents clients that have a need to be viewed in top-tier media such as Washington Post, or CNBC. And we also have clients who place a greater priority in being seen in more niche, industry publications where targeted decision makers are more likely to read about them. \r\n
\r\n\r\n No matter how big or small your brand is, the desire to garner earned media, PR and awareness is essential in building the overall brand presence and establishing your executives as higher authority figures within the industry. It’s one thing to secure these placements, but it is even more critical to partner with an agency who can demonstrate the value of these placements in a way that shows clear ROI toward the bottom line. In many cases the C-level isn’t satisfied with seeing their name in the news. They also want to know what it means toward their bottom line and investments. \r\n\t\t
\r\n\tTo better understand how PR measurement and proper ROI can benefit your organization, schedule an informational session with a Merit Mile PR representative today by emailing us at
\r\n\t\t\t\r\n\t\tBoca Raton Historical Society & Museum Announces New Brand Identity and Prepares for Near-Term Milestones and Events
\r\n\r\n\t\tPosted on: April 29th, 2021
\r\n\r\n\t\tThe Boca Raton Historical Society & Museum, established in 1972, has rebranded the organization with a new visual logo, brand colors, and supporting iconography.
\r\n\r\n\t\tThe new brand identity, developed in partnership with the nationally recognized branding firm, Merit Mile, will serve as the visual foundation and catalyst for positioning the organization for decades to come.
\r\n\t
To continue its rich history of community preservation while also embracing and preparing for a full spectrum of forthcoming milestones, the work is aptly timed and includes a complete suite of marketing, communications, print, and digital media materials. The meticulous process included executive interviews, strategic and competitive research, and a comprehensive visual exploration of colors, fonts and supporting graphical treatments. Ultimately, the organization selected a compelling brand interpretation that utilizes the “dome” of the Boca History Museum building (and former City of Boca Raton Town Hall) as its primary iconic visual, and complemented that historical reference with a modern navy blue and copper color palette.
\r\n\r\n\t\t“The past year has been nothing short of uniquely challenging for all of us, and non-profit organizations are no exception. Amidst all of it, I can’t help but remain impressed by the hard work and steady hands of the leadership in our community to continue to support and promote the historical and cultural needs of this amazing city,” stated Boca Raton Historical Society & Museum Executive Director, Mary Csar. “And our new branding echoes this support as it communicates who we are both in terms of our history, as well as our commitment to embracing the future growth of Boca Raton,” continued Csar.
\r\n\r\n\t\tMark Reino, CEO of Merit Mile added, “As a long-term Boca Raton resident, I couldn’t be more excited to help this organization and this community. With a multimillion-dollar museum renovation nearing completion and a 50th anniversary right around the corner, the timing couldn’t be better to rebrand and help the Boca Raton Historical Society & Museum usher in a new era of growth with an elegant and beautiful visual identity that embodies the organization as well as the city.”
\r\n\r\n\t\tIn addition to preparing for the reopening of the renovated Boca Raton History Museum, the organization is also continuing its capital campaign (History Alive!), undergoing a website redesign, and planning for its signature fundraising event, Boca Bacchanal 2022.
\r\n\r\n\t\tAbout the Boca Raton Historical Society & Museum:
\r\n\r\n\t\tThe mission and the purpose of the Boca Raton Historical Society & Museum (BRHS) is to collect, preserve, and present information and artifacts relevant to the past and evolving history of Boca Raton, and to maintain a visible role in the education and the advocacy of historic preservation in the community, particularly through its ongoing project, History Alive!
\r\n\r\n\t\tAppealing to local historians, tourists, and residents, the museum’s Fire Bay Gift Shop features unique and educational gifts for all ages, including crafts by local artisans, historic photographs, unusual Bocabased gifts and souvenirs, books by local authors, and The History of Boca Raton DVD, as well as the annual holiday ornaments.
\r\n\r\n\t\tBRHS is located in Historic Town Hall at 71 N. Federal Highway in downtown Boca Raton (33432). For more information, please call 561.395.6766 or visit www.BocaHistory.org.
\r\n\r\n\t\t\r\n\t\t\tFollow the Boca Raton Historical Society & Museum on the following social media channels:
\r\n\t\t\tInstagram – https://www.instagram.com/bocahistory/
\r\n\t\t\tFacebook – https://www.facebook.com/BocaHistory/
\r\n\t\t\tTwitter – https://twitter.com/bocahistory\r\n\t\t\tYouTube – https://www.youtube.com/channel/UC1Ihc7AwhY8mpfJ3oQrjpig\r\n\t\t
Available for Interview:
\r\n\r\n\t\t\r\n\t\t\tMary Csar, Executive Director
\r\n\t\t\tBoca Raton Historical Society & Museum
\r\n\t\t\t561.395.6766 | director@bocahistory.org
\r\n\t\t
Media Contact:
\r\n\r\n\t\t\r\n\t\t\tGary Schweikhart
\r\n\t\t\tPR-BS | 561.756.4298 | gary@pr-bs.net
\r\n\t\t
Posted on: December 7th, 2020
\r\n\r\n\t\tThere are endless possibilities for the future of voice technology and one thing is clear – the popularity of voice search is rapidly rising, and it will significantly change the way SEO is done.
\r\n\r\n\t\tThe way people search for information online has changed significantly in recent years. Voice search is quickly going from a rare act to something that people do all the time. In 2020, voice search statistics show that 30% of internet searches are activated through voice. According to the latest voice search trends, this number is set to climb fast. Smartphone evolution and smart speaker devices lead to more and more people searching by voice instead of typing.
\r\n\t![\"Voice](\"https://apiold.meritmile.com/wp-content/uploads/2020/12/voice-search.jpg\")
Here are some stats pointing to the rapid emergence of voice search –
\r\n\r\n\t\tDigital marketers at Merit Mile recognize voice search will only keep getting bigger, and as it does it will change the way online brands conduct SEO. Over time, the shift to voice search will profoundly change SEO strategy, tactics, and the skills necessary to implement them. And because Google controls more than 90% of both paid and organic search, understanding the updates to its search algorithm is critical to staying highly ranked and relevant. It is crucial to learn the impact of Google’s search algorithm that now aligns with the modern trend toward voice search and uses a website’s mobile page first (as opposed to a desktop version of a page) for indexing and ranking.
\r\n\t\t \r\n\t\tBeyond learning Google’s search algorithm, it is also important to understand how prospects use voice search and how different it is from traditional text search. Voice search is more natural and conversational in tone. People use more “natural” language when using voice search, so targeting long-tail keywords is a must. To do this, you must “think how people speak.” Be intentional on identifying how users would ask questions or what kind of spoken questions might bring them to your site.
\r\n\r\n\t\tIt is also important to note that an analysis of Google voice search answers reveals that over 20% of featured snippets are triggered by a set of only 25 words. The most frequently occurring terms are “how”, “what”, and “best”, showing that you should focus on content that answers queries with informational intent.
\r\n\r\n\t\tAs voice technology continues to grow and become more popular among consumer and B2B audiences, Merit Mile is confident this trend will become increasingly important for businesses to include a voice search strategy in their overall digital marketing plan. Along with already changing the way businesses approach SEO, voice search also provides an opportunity to create an enhanced customer experience, and brands that want to stay competitive and relevant will have to get on board.
\r\n\r\n\t\tContact Merit Mile today to learn how we can help you create a digital marketing plan that incorporates voice search strategies and tactics that capture highly qualified website visitors.
\r\n\r\n\t\t\r\n\r\n\tPosted on: November 16th, 2020
\r\n\r\n\t\tThere is no denying the immense power and reach of social media. Social media advertising drives targeted web traffic, boosts your website’s SEO rankings, and helps you better engage with and understand your audience. However, there are many different options and opportunities with social media marketing, so you need to know what platforms are performing best for your brand and audience and why.
\r\n\r\n\t\tFor B2B companies, LinkedIn advertising stands out from the crowd on the strength of its business-oriented user base and its refined targeting options for each ad format and marketing goal. Taking full advantage of the network’s powerful targeting filters, you can advertise to the professional audiences in your target market directly on their news feed, side panel, or InMail and they are most likely to respond. This helps you maximize your conversion rates and minimize the risks of misusing your advertising budget.
\r\n\t![\"LinkedIn](\"https://apiold.meritmile.com/wp-content/uploads/2020/11/linkedin-advertising-blog-post.jpg\")
Let’s explore how LinkedIn advertising differentiates itself as a leader for B2B social media marketing.
\r\n\r\n\t\tThe Only True Professional Social Platform
\r\n\t\t\t\tYour B2B social media marketing efforts are only effective if you get in front of the right audience. LinkedIn’s network of business users has proven to be actively engaged with content that aligns with their career interests and professional profile.
\r\n\t\t\t\tThe majority of LinkedIn users promote their most authentic and up-to-date professional status on their personal profile, which is relevant information that no other social network can rival. The rest of LinkedIn’s platform is primarily used by professionals who are looking to connect with peers, follow industry news, and advance their careers. As such, when you advertise on LinkedIn, you are interacting with top-of-funnel audiences in a professional setting where they are more receptive to engaging with your related content and offers.
\r\n\t\t\tTargeting by Professional Profile
\r\n\t\t\t\tLinkedIn advertising stands out not only because of its valuable audience but also because of its targeting options for each ad format and marketing goal. LinkedIn provides you access to relevant, professional audiences so you can connect with business and technical decision-makers and refine your targeting by:
\r\n\t\t\t\tThe targeting features allows you to slice and dice data on specific audiences. This means you can reach LinkedIn users based on authentic, member-generated data, ensuring that your assets are only shown to a specific target audience and relevant traffic.
\r\n\t\t\t\tFor example, does your ideal customer have a degree in Data Analytics, has worked in a director-level position in the Healthcare industry in the past 5 years, and lives in the states along the I-95 corridor? LinkedIn will direct your ad only to users who meet these exact criteria.
\r\n\t\t\tMatched Audience Targeting
\r\n\t\t\t\tLinkedIn also allows you to match your own business data with their robust user-generated content for even better marketing outcomes. You can build customized audiences and run account-based marketing campaigns by uploading lists of your target contacts, email addresses, or company names. You can also identify lookalike audiences based on your website visitors, target accounts, and contact lists – allowing you to market to new customers who have similar characteristics to your established target audience.
\r\n\t\t\t\tTaking full advantage of the network’s powerful targeting filters, you can advertise directly to those users that are most likely to convert – minimizing the risk of spending your advertising budget on inadequate data or irrelevant leads.
\r\n\t\t\tBetter Conversion Rates, Bigger ROI
\r\n\t\t\t\tTypically, LinkedIn advertising is more expensive than other platforms. However, it does not mean that it is overpriced and beyond your budget considerations. Ad clicks and impressions costs may be more expensive on LinkedIn but an advertising strategy that is focused on targeted interactions will deliver higher yields at lower risks.
\r\n\t\t\t\tLinkedIn’s competitive advantage is that it is a business-oriented and professional networking site with highly sophisticated ad-targeting tools. As such, LinkedIn can accurately deliver your message to the right prospects and generate a higher conversion rate. That environment cannot be replicated anywhere else.
\r\n\t\t\tLinkedIn holds a decisive advantage over other social media platforms because it enables you to connect with hard-to-reach business professionals with industry-relevant messaging through a variety of ways using precision targeting. Considering the long-term benefits, investing in LinkedIn’s advertising platform can yield excellent results that offset the higher initial investment.
\r\n\r\n\t\tSo, if you are looking for a platform that enables laser-focused targeting of your ideal customer and higher conversion rates, LinkedIn is the B2B social media marketing platform that you need to reach the ideal decision-makers to effectively drive business growth.
\r\n\r\n\t\tContact us today to learn how we can help you execute an effective LinkedIn advertising campaign that will capture highly qualified sales leads.
\r\n\tPosted on: October 19th, 2020
\r\n\r\n\t\tThe word marketing has often been associated with the selling and promotion of products or services. However, there is much more to marketing than strictly generating sales. Those companies who fail to explore the additional benefits of a strong marketing program will miss out on the opportunity to build a brand and establish long-lasting customer relationships.
\r\n\r\n\t\tThe right marketing strategy goes beyond the traditional focus on products and services and helps position your brand as respectable and trustworthy. The tactics below can help you build a comprehensive marketing strategy that will help you build relationships with your customers, and ultimately, increase sales.
\r\n\t![\"Developing](\"https://apiold.meritmile.com/wp-content/uploads/2020/10/developing-deeper-customer-relationships.jpg\")
A SWOT analysis refers to the process used to identify the strengths (S) and weaknesses (W) of your business, as well as the opportunities (O) open to it, and the threats (T) that it faces. You should examine your business and identify these factors to give you a thorough overview of your brand’s position.
\r\n\r\n\t\tBy analyzing all these internal and external factors, you can create strategies that capitalize on your advantages and address your challenges. This examination also helps you understand your industry landscape and competitive positioning, which, ultimately, helps you define your target market and audience profiles.
\r\n\r\n\t\tYou must know who your customers are to provide the right messaging for your products or services. Even though everyone who buys your products or services may not fit the same exact profile, it is still important to define these before creating a marketing strategy.
\r\n\r\n\t\tLuckily, with the internet and plenty of data in reach, determining your target market is not much of a guessing game. To fully understand who your audience is, do a thorough review of your services and products, the marketplace, your competitors, and your existing customer base. In addition to helping you streamline your messaging; this exercise can potentially expose opportunities for expanding your products or services that could continue to grow your customers’ loyalty and trust, and even your revenue.
\r\n\r\n\t\tOnce you have identified your target audience, you need to decide how you will talk to them to generate trust and understanding. Customers these days expect communications to be personalized to their lifestyles, which is why it’s so important to first understand exactly who you are talking to. When you can effectively personalize your communications, you will build trust and establish a deeper customer relationship.
\r\n\r\n\t\tAt first this may seem like a big task, but one way to ensure consistent messaging is to create a messaging and positioning framework (MPF). This document should then be used as the foundation for all marketing and PR communications and will include things such as your value proposition, product features and benefits, important keywords, and more.
\r\n\r\n\t\tYour voice and tone may or may not be stated exactly within but should always be viewed as an extension of your MPF.
\r\n\r\n\t\tVoice can be viewed as the personality of your communications; how do you want your audience to view your brand? This should reflect aspects of your brand that will never change and therefore will remain consistent in your messaging. To discover your voice, analyze the values of your business and how you want your brand to be portrayed.
\r\n\r\n\t\tTone is the attitude of what you are saying in your email. Because attitude varies, tone will vary as well. Whether it’s playful or serious, you should establish your tone according to the attitude that is appropriate for your specific communications or audience.
\r\n\r\n\t\tOne of the best ways to understand how your brand’s voice and tone is connecting with your customers is email marketing. You can send sales and promotions, introduce new products, provide general announcements, and product updates, giving you nearly limitless opportunities to put your brand in front of your target audience.
\r\n\r\n\t\tBy measuring engagement through open rates, click-throughs, and sales, you can continually tweak your messaging to be more impactful for your specific audience.
\r\n\r\n\t\tAlthough the process of putting together an email marketing strategy may seem daunting, there are plenty of email marketing software companies who offer features such as segmenting audience lists, automation, personalization and more. Using these email marketing automation tools can increase revenue by 5-10x, making it a no-brainer for most modern brands who want to dive deeper with their customer communications.
\r\n\r\n\t\tThink about starting a loyalty program as you strengthen your consumer base and continue to grow your list of returning customers. This gives customers an incentive to continually do business with you as well as allowing you to acknowledge their devotion with personalized sales, promotions, or even early visibility into new products and services.
\r\n\r\n\t\tTraditional loyalty programs are especially impactful for retail and restaurants, where many customers may spread your brand by word of mouth, influencing others to come and join.
\r\n\r\n\t\tFor B2B companies, loyalty programs can work but should include strategies such as requesting reviews or referrals and providing cash incentives or add-ons to your services as reward. You should also offer webinars or other training/informational material that keeps your customers engaged with your brand.
\r\n\r\n\t\tJust be sure that your program is consistent with how you want your company to be represented and includes foundational messaging from your MPF to help solidify your brand positioning.
\r\n\r\n\t\tMarketing your business should feel exciting. It requires a lot of hard work, but it is also a creative and fun opportunity. There are numerous resources to get inspiration if you need a little boost to come up with promotions or campaign ideas for building customer relationships. Using sites such as Pinterest, marketing blogs, or even reading through your promotional emails from brands that you follow can give you plenty of places to start.
\r\n\r\n\t\tYou don’t have to do all of this alone! Partnering with an agency for everything from MPFs to email campaigns, PR, and more can help provide an unbiased view of your brand’s current positioning and how you can improve it to create long-lasting customer relationships. Reach out to Merit Mile to discover how we can help.
\r\n\tPosted on: August 20th, 2020
\r\n\r\n\t\tThe business of mainstream sports has always been lucrative. And advertising has benefited as much as any industry. Until now.
\r\n\r\n\t\tAmidst a global pandemic, health and safety concerns are prioritized over everything, including the business of college football. For academic institutions that have relied upon these significant dollars for decades, COVID-19 has them scrambling and one thing is certain: today marks the most concerning time in college football history as nationwide colleges and universities focus on the health and safety of students, athletes and faculty, as well as the health and safety of critically important revenue streams.
\r\n\r\n\t\tThe question remains, is this a temporary anomaly or a permanent reality?
\r\n\t![\"How](\"https://apiold.meritmile.com/wp-content/uploads/2020/08/covid-sports-comp_0.jpg\")
So, what’s at stake? At last count, the National Collegiate Athletic Association (NCAA) is a billion-dollar non-profit entity. And even though the football line items of these revenues are limited (by virtue of the FBS mainly), the NCAA is the enabling economic engine for all collegiate athletics, and the institutions themselves are the gas that fuels it.
\r\n\r\n\t\tThe inevitable 2020 revenue losses extend significantly into the colleges and universities. For some, gone are 100% of season ticket sales, game-day sales, broadcasting rights, licensing fees, vending revenues, and advertising sponsorship dollars (for starters). Similarly, the economies of local college town communities are on the cusp of taking a seasonal financial hit like they’ve never experienced with widescale losses driven namely by the lack of travel and hospitality spending.
\r\n\t\t\r\n\t\tThrow all of this onto a sports marketing whiteboard and recognize these colleges and universities trickle those football dollars down to support dozens if not hundreds of other athletic and non-athletic interests. But while the colleges and universities are scurrying to find alternate ways to generate revenue while also tapping endowments to help cover costs, the average American football fan isn’t too worried. Rest assured, college football loyalists will get their fix somehow, someway this fall. And the most likely scenario has college football fans spending their dollars on the National Football League (NFL) instead of the NCAA.
\r\n\r\n\t\tWith the macro-economic footing established, let’s take a deeper look at the cause and effect the compromised 2020 college football season presents, what this means for college basketball, and how the NFL could potentially benefit in unprecedented fashion.
\r\n\r\n\t\tNCAA Football and Basketball Seasons Unlike Any Other
\r\n\r\n\t\tIn a move that was somehow simultaneously predictable and shocking, The Big Ten became the first “Power Five” conference to cancel football for the upcoming NCAA season. And while the cancelation means it will actually postpone, delay, suspend (whatever you want to call it) playing until the spring, it means there will be no major college football coming out of the Midwest this fall.
\r\n\r\n\t\tWhat does this mean for college hoops in 2020-2021? Assuming NCAA basketball moves forward with its season (one way or another), the “March Madness” moniker will be further realized when both basketball AND major football games are played. What’s more, the NCAA is more than likely going to dramatically reduce the number of eligible teams and conduct their annual Division I basketball championship tournament in a bubble. Given the fact that the NCAA generates a disproportionate percentage of their revenues from March Madness, it’s safe to presume continued financial shortcomings for all NCAA-enabled economies.
\r\n\r\n\t\tSignificant Sales and Sponsorship Revenue Losses Coming
\r\n\t\tSeveral of college football’s largest powers are set to lose more than $100 million each from a washed season this fall, as studied by Ryan Brewer, an associate professor of finance at Indiana University-Purdue University Columbus.
Furthermore, school revenues and losses could total “nine figures in the case of no competition,” according to Sandy Barbour, Pennsylvania State University’s vice president for intercollegiate athletics.
\r\n\r\n\t\tThe canceling of the season may affect the large television networks that have invested billions to secure broadcast rights, including the companies that planned to spend millions to advertise their products.
\r\n\r\n\t\tIn a report in The New York Times, last year college football (not necessarily the NCAA) generated roughly $1.7 billion in television advertising, according to the research firm Kantar. Companies such as Allstate, Chick-fil-A, and State Farm invested more than $30 million for advertising during games, and AT&T spent more than $70 million, Kantar found.
\r\n\r\n\t\tThose are just the near-term financial consequences of a wiped-out fall without a conventional college football season. The longer-term financial and marketing ramifications will undoubtedly run much deeper.
\r\n\t![\"Will](\"https://apiold.meritmile.com/wp-content/uploads/2020/08/AdobeStock_335600798-ICON.jpg\"){kind=icon}
Will the NFL Play on Saturdays?
\r\n\t\tTypically, the NFL only plays Saturday games in January after the NCAA’s regular season concludes. Given the limited (if not completely canceled) NCAA fall football schedule, a scenario in which the NFL (blackout rules and the 1961 Sports Broadcasting Act notwithstanding) decides to play more of its regular-season schedule on BOTH Saturday and Sunday is a likely possibility.
With reduced or no college football September through December, the NFL and hungry football viewing audiences may want both halves of the 2-day weekend, including mornings, afternoons and prime time. Should this happen, will the NFL ever give the NCAA their fall Saturdays back? Will the NFL be legally allowed to keep playing football on fall Saturdays? Will corporate sponsors realize more value from advertising commitments associated with Saturday broadcasts and in-game visibility?
\r\n\r\n\t\t“Not only will sports marketing advertising contracts be executed much more judiciously across college and pro football in 2020, but corporate sponsors will also demand more value from these investments as well as make-good commitments for 2021 and beyond,” said Mark Reino, CEO of Merit Mile. For more on this specific topic, listen to the full SiriusXM Radio NFL Network interview conducted with Merit Mile CEO, Mark Reino.\r\n\r\n\t\t\n\r\n\r\n\t\t
Even if it takes an act of Congress, or perhaps a smartly negotiated win/win deal between the parties, one thing is for sure: the NFL, driven largely by business-savvy team owners, will pounce on new Saturday opportunities for growth and bolstered top-line League revenues. Look no further than the now year-round business of the NFL with steady increases across the number of teams, regular-season games, and international showcases the League has added to support this conclusion. And let’s not forget that adding fall Saturdays to the ever-expanding NFL global showcase, will increase viewership, which in turn drives up the broadcasting rights fees and the price of everything with an NFL logo on it, including TV commercials, digital display ads, corporate hospitality, licensing rights, and even game day tickets and stadium parking lot revenues.
\r\n\r\n\t\tMarketing, PR and the Challenges facing NCAA Athletics
\r\n\t\tThe influence of advertising, marketing and public relations will be showcased in the level of spend (or lack thereof) of football viewing audiences this fall.
Although there may be limited, if any, college football this fall and basketball in the spring, you can confidently predict the NFL will play out their season, in one manner or another. And if the NFL dominates the gridiron and television airways this autumn without a significant college football presence, the reality is that all associated leagues and conferences among the NCAA could be temporarily, if not permanently damaged.
\r\n\r\n\t\tFor more NFL sports marketing insights from Merit Mile, check out our FOX-Chicago TV interview on the Washington NFL franchise retiring its controversial brand name with plans to find a new identity after the 2020 season. And to learn more about Merit Mile advertising, PR opportunities for your brand please reach out to a Merit Mile brand strategist today.
\r\nToday’s business landscape features advanced, sophisticated and fast-paced technologies such as artificial intelligence (AI) and the Internet of Things (IoT) that continues to drastically alter the way industries function. In the realm of automotive, the additions of virtual reality and robotics technologies allow for the constant design and development of new features being installed into the latest cars. This expansion of the latest technologies, such as cloud connectivity, has been necessary especially due to COVID-19. Consumers are looking for methods to interact virtually and safely but still live life as comfortably as possible.
\r\n\r\n\t\t\tAutomotive designers and producers have the capabilities to incorporate consumer interests into large-scale decisions by collecting and leveraging data from service, manufacturing, and product attributes. As such, the automotive industry features one of the fastest-growing, technologically advancing periods in its history. Today, consumers expect personalized service and customizable shopping and driving experiences. Automotive producers must adapt to these desires of their consumers.
\r\n\t\t![\"Customer](\"https://apiold.meritmile.com/wp-content/uploads/2020/08/customer-data-as-key-to-automotive-innovation.jpg\")
Notably, car sales are conducted in a completely different manner today than just a few short years ago. Drivers now want mobile and touch-screen technology embedded into vehicles along with the last safety features. Autonomous vehicles are even gaining attention as major cities plan to welcome these cars to their roads and transportation infrastructures. Mobility ecosystems are necessary for new services such as autonomous technologies to thrive. Convenience is key, as proven by the mass increase in ride-sharing services worldwide. The automotive industry is utilizing advanced data, IoT, AI and new technologies to get customer insight into the future of their vehicles.
\r\n\r\n\t\t\tWith the production of information and technology that is more rapid than ever, especially due to COVID-19, it is no surprise that consumers want the newest innovations quickly. They are also unafraid to share opinions on these developments. Approaching a conversation with a customer can most easily be successful by understanding the customer profile beforehand. Much of this background is now curated from social media channels, where conversation and opinions flow freely. Understanding the whole customer can truly transform the entire automotive future, from selling the vehicle to aftermarket service interactions.
\r\n\r\n\t\t\tTechnological developments are not slowing down any time soon. Suppliers are recognizing the need to take every step of the consumer’s experience into account. Using information about customer preferences to develop this automotive experience allows carmakers, auto dealerships and lenders to use data in the most efficient and productive ways possible.
\r\n\r\n\t\t\tHow is your business using advanced technologies and real-time data to better understand customer preferences? Connect with a Merit Mile auto industry expert to learn more.
\r\n\t\r\n\t\t\t
Fox News Chicago interview transcript:
\r\n\t\t\t\r\n\t\t
Anita Padilla:
\r\n\t\t\tAfter refusing to give into pressure from social justice activists, Washington’s pro football team bow to another kind of pressure as a growing list of sponsors threatened to cut ties with the team unless they retired the Redskins mascot once and for all.
Scott Schneider:
\r\n\t\t\tSo that begs the question. What new name makes the most sense, given Washington’s fans are among the most loyal in the league? Joining Anita and I this morning is Mark Reino. He’s the CEO of marketing company, Merit Mile. Good morning to you.
Mark Reino:
\r\n\t\t\tGood morning. Thanks for having me.
Scott Schneider:
\r\n\t\t\tThank you for joining us. So, we’ve heard from the team, they’re likely to keep the color scheme, that burgundy and gold, in place. Can they stay true though, Mark, to the brand and go in a whole other direction when it comes to the mascot?
Mark Reino:
\r\n\t\t\tAbsolutely. The branding challenge in front of the franchise in DC is a unique one, but not altogether insurmountable. The reality from our view is that this presents a great opportunity, an opportunity to reimagine, rebrand a franchise that’s been around for close to 90 years. And if done with emotional awareness, a bit of compassion, we’d like to think all related parties have an opportunity here to benefit for perhaps the next 50 to 100 years.
Anita Padilla:
\r\n\t\t\tWell, the team is admitting that there is a name that they like, but that there are some trademark issues with it. So is there a question of maybe paying out a lot of money for the rights to this new name? Is that maybe at play here too?
Mark Reino:
\r\n\t\t\tI think that certainly goes into the consideration set. We live in a litigious society. However, this brand has been around for almost a century. I’d like to think that between the franchise in DC and the NFL as a parent organization, if this is in the best interests of both parties, considering the legacy and the heritage of that sports franchise, perhaps the NFL can help support the Washington DC team in that spirit.
And let’s not forget that everyone in this marketplace has a price. If in fact, there is an opportunity for this DC franchise to secure a name that makes sense for the Native American community, for the fan base, for the team as a whole, I have a feeling the lawyers will make that happen.
\r\n\r\n\t\t\tScott Schneider:
\r\n\t\t\tLet’s talk about the realistic possibility that it can happen before the upcoming season, should there be one. I’ve been inside FedEx Stadium, and it is wall-to-wall Redskins, it’s all over the fans’ gear. And when you walk past the concessions, you can walk in and get a hat and a jersey and you name it, and you’re out in the parking lot and the vendors are there with their Redskins regalia. How in the world are they going to get rid of all of that come the fall?
Mark Reino:
\r\n\t\t\tGreat point. The brand strategists and I at Merit Mile often chuckle, this isn’t as quite as simple as a cut and paste. But again, you’re talking about a high dollar private entity. We’re talking about to the tune of $250 million to $500 million a year in top line revenues. So a rebranding exercise, although it’s going to be a little bit pricey, and if it’s done correctly and methodically with the right strategy, it’s going to be reimagined for the next several decades. And I think the long tail of this exercise is going to prove to be valuable, not only for getting on the right side of the historical relevance of this very important subject matter, but also for building and establishing the brand foundation for perhaps the next hundred years.
Anita Padilla:
\r\n\t\t\tIf you had the ear of the owner, Dan Snyder, what would you say to him?
Mark Reino:
\r\n\t\t\tMr. Snyder, get the right people in the room. It not only includes your head coach. It also includes members of your community, your fan base, and most importantly, the Native American community. Let’s do the research. Let’s vet the good ideas. Let’s rationalize them. Let’s make the right decision.
The biggest concern for the franchise in DC right now is making sure that they get this right the first time. The last thing you want to do is be sitting here in three months, shrugging your shoulders and saying, “Uh-oh, we made a mistake.” So go to the drawing board, make sure you vet the right ideas, and make sure you engender the support of all the constituents in the community, particularly the Native American constituency.
\r\n\r\n\t\t\tScott Schneider:
\r\n\t\t\tWell, that’s going to be the last word except to say Mark Reino, CEO of marketing company, Merit Mile, thanks so much for your time.
Mark Reino:
\r\n\t\t\tThank you. Have a great day.
\r\n\t\t
If you’d like to learn more about rebranding your company please reach out to a Merit Mile brand strategist today.
\r\n\t\tIn early 2020, the COVID-19 pandemic forced companies into unchartered territories as they altered their business models to function and thrive remotely. The pandemic provided a stellar opportunity for marketing teams to develop insights on changes in business and communications processes in recent months. Throughout the world, there are notable trends in the ways chief marketing officers, as well as other marketing leaders, and their teams have responded to the pandemic. These trends can aid and alter the future of marketing.
\r\n\r\n\t\t\tMarketing is no longer an asset, it is a lifeline. Marketing teams worldwide have seen an increase in tasks since the start of the virus. Since marketing teams are often at the core of capturing customer interest, communication between them, the customer, and the larger corporation have only increased. Large companies are ramping up the number of people they have listening to clients and finding information.
\r\n\t\t![\"Pie](\"https://apiold.meritmile.com/wp-content/uploads/2020/07/covid-19-marketing.jpg\")
Less is more. Marketing teams are compressing content. In such a fast-paced world, hyper focused 30-minute sessions engage consumers more than hour-long digital, general sessions.
\r\n\r\n\t\t\tThe efforts were speedy. Companies had to analyze what consumers needed, particularly throughout the early stages of the pandemic, and marketing teams were the ones to make it happen. Marketing teams, supported by analytics, acted quickly, creating vast amounts of content based on real-time tools and data that resonates with consumers during a unique time of great need.
\r\n\r\n\t\t\tEmotions are important. Business is not only about business anymore. The pandemic has taken a toll on everyone’s work-life balance and mental health, from the top marketing officers to seasonal interns. People in even the largest of corporations are expressing genuine care in others’ feelings to create a more impactful message.
\r\n\r\n\t\t\tThe gravity of marketing has expanded in the public eye. Marketing leaders who usually work behind the scenes at large corporations have felt a growing importance and purpose during the pandemic. Companies have never relied on meaningful content as much as they do now, and chief marketing officers worldwide note the sense of purpose they feel reaching customers directly during this crisis. Creating and connecting this emotional attachment between businesses and consumers is the new brand building.
\r\n\r\n\t\t\tThe future looks bright. For marketers, the increased consumer intake of digital content will only help the industry in the long run. Though consumers will still desire and value live, personal connections, the pandemic has allowed for innovative digital technologies to thrive. Therefore, most public events and brands will offer remote options. The possibilities for the marketing industry in the future are certainly evolving and seem endless.
\r\n\r\n\t\t\tBrands may need a social justice plan of communications. While not directly attached to the pandemic, the recent social justice protests that broke out amid the pandemic have also forced companies to re-write their marketing playbook. Brands often need to carefully evaluate their corporate and product ecosystem to ensure they are not aligned with historical references that would indicate an imbalance in the way people of different backgrounds are treated or made to feel.
\r\n\r\n\t\t\tThough COVID-19 forced unprecedented times, it also illuminated the hard work and necessary growth of the marketing industry. The pandemic showed the importance of large corporations connecting with consumers in the best way possible, which heavily relies on marketing teams. The consumer and marketing experience is unique for every global region, and the changing business landscape, driven by marketing, will guide brands through the pandemic so that they continue to connect in the right way with target audiences.
\r\n\r\n\t\t\tAre you trying to determine how to evolve your marketing strategies? Connect with a Merit Mile strategic marketing practitioner today to find out how.
\r\n\tIn today’s media landscape, data analysis proves necessary for journalists aiming to produce relevant and desired content for readers and viewers. For brands looking to elevate their overall awareness, an understanding of the press that intrigues readers and promises new clients shines through with survey data.
\r\n\r\n\t\t\tDemand for powerful stories boosted by data and analytics insight continues to increase, and brands are investing in modern technologies to conduct this research. Easily accessible polling technologies allow brands to reach a multitude of consumers with the direction of a single click. Brands can conduct additional research with team members by utilizing proprietary-built technologies that further enable research-driven communications.
\r\n\r\n\t\t\tWhile gleaning data through surveys has become notably mainstream, writing meaningful questions is no simple task. To create a valuable survey, inquiring in the right way is paramount. Paired with a massive audience, brands can obtain valuable data. Below are crucial steps in ensuring a maximum PR impact through survey results.
\r\n\t\t![\"Pie](\"https://apiold.meritmile.com/wp-content/uploads/2020/07/pie-graph-illustration.jpg\")
The first step to marketing your research is conveying it in a practical yet powerful fashion. Writing a blog post featuring your brand’s findings can help produce a source page. Other marketing efforts that follow can link back to the page. The page will then get an increasingly large number of views, especially when it is shared across social channels and bolstered by SEO efforts.
\r\n \r\n\t\t\tLeveraging PR and thought leadership by publishing articles is an effective way to reach consumer traffic and other information. Sites such as LinkedIn and Medium allow for the broadening of your audience. Articles on branded sites may be beneficial, but to reach a massive audience post to an alternate site. For example, once an article is posted to LinkedIn the reader will have exposure to the brand in addition to the actual story. The more sites an article is posted to, the higher chance your brand has to gain clients and, ultimately, people willing to take surveys. It is critical to include a link to the website and the website’s blog so that readers can get additional information, then the content will surely increase your brand’s viral capacity.
\r\n\t\t\t \r\n\t\t\tA simple infographic attached to your questions can transform the appearance of not only the survey but also the brand as a whole. Visual content allows participants to understand questions more easily, and investing in an eye-catching graphic proves worthwhile for brands looking to engage consumers in surveys. Infographics are no strangers to PR, as press flaunting beautiful graphics attract more views than text alone. Additionally, an infographic can be a clever way of including the brand’s social media handles without blatantly asking for followers. Adding an infographic to your survey allows for an increasingly positive experience for participants.
\r\n\t\t\t \r\n\t\t\tAs previously noted, bolstering the marketing of your brand with visual content allows for more digestible information and higher audience engagement. Creating a short clip that features your brand’s findings will encourage viewers to visit the published blog post on your site. This persuades viewers to learn more about the company and research. Don’t forget captions though! Users tend to scroll through feeds without audio.
\r\n\t\t\t \r\n\t\t\tNext, begin your media outreach. Reach out to your industry’s primary reporters from all backgrounds. Searching relevant headlines for your desired topic will reveal countless reporters who might be interested in connecting and learning more for future reporting. Once the reporters are identified, you’ll need to produce a pitch with a powerful title and single sentence summary of the topic. Then, provide the reporter context about your study along with sources of credibility for your brand. Connecting to individuals rather than larger news mediums allows for personal connections and direct correspondence.
\r\n\r\n\t\t\tA growing field in media is podcasts, so reaching out to targeted influencers on specific topics can give your research another element of coverage. Podcast producers may link your work to their sites after talking about your brand. Connecting with the most popular podcasts in your industry through manual searching or scrolling through iTunes or Stitcher can help you reach an entirely new crowd.
\r\n\t\t\t \r\n\t\t\tNow, your work is published and available to the public. It might seem like your job is complete, but contributing to media sites can aid the continuing evolution and awareness of your research, and this may lead either to an interview or for a request of a contributed opinion column. Your opinion can provide valuable insight, and editors are always looking for new pieces to include in publications.
\r\n\t\t\t \r\n\t\t\tUsing surveys to help your PR campaign is a worthwhile way to use data to promote your brand. Maximize your reach by utilizing these tips and see your brand awareness grow. For more information or to see how a research program can benefit your business, schedule a consultative session with a Merit Mile research associate.
\r\n\tNew Research Shows Brands with More External Communications See Greater Returns
\r\n\t\tThe COVID-19 pandemic that shut down the entire world in March had an almost immediate and sweeping impact on the global economy. In the U.S., gross domestic product (GDP) fell 4.8% in the first quarter, more sharply than the 3.5% decline expected by most analysts.
\r\n\t\t\tIt marked the first negative GDP reading since the 1.1% decline in the first quarter of 2014, and it was also the lowest level since the 8.4% plunge in Q4 of 2008 during the worst of the financial crisis.
\r\n\t\t\tThousands of companies have been forced to furlough employees, as sales have plunged in a number of industries affecting everything from sales and marketing to workforce operations.
\r\n\t\t\tDespite these gloomy economic numbers, companies must plod forward in the near term and prepare for the economic rebound that is sure to ensue once the pandemic subsides and America reopens for business.
\r\n\t\tKey to companies charting the right course for their own rebound is the way in which they are communicating to external audiences. Through continued marketing strategies, press releases, thought leadership stories, subject-matter-expert columns, blogs, social media, and customer communications, all companies must keep communicating during the pandemic and post-pandemic.
\r\n\t\t\t![\"Covid](\"https://apiold.meritmile.com/wp-content/uploads/2020/05/stats-chart.jpg\")
Early in the pandemic, many companies slowed their external communications for fear of being perceived as insensitive and tone-deaf in front of outside stakeholders. However, after the initial shock of the pandemic, these external audiences began to seek information on everything from where to receive unemployment benefits to questions like, “will my hair salon still be open?”
\r\n\t\t\t“At this stage, companies needed to inform their external stakeholders of regular updates with information that benefits them and their needs,” said John Sternal, Director of Research for Merit Mile. “If you weren’t communicating, or if you stopped communicating, outside audiences moved on to other sources for their information. This can quickly and greatly damage a brand’s operating perception which tends to have long-term ramifications.”
\r\n\t\t\tIt all starts with having a plan, and according to a recent Merit Mile Research survey, a whopping 41% of brands do not have an external communications plan in place during times of disaster. Merit Mile collected the research from an online poll with responses from 275 business leaders across various industries during the week of April 13, 2020.
\r\n\t\t\tThe purpose of the research was to gain a better understanding of the percentage of brands communicating to external audiences, how brands are communicating externally to their audiences, and to see if there is a difference in business impact depending on how often brands are communicating. Ultimately, this insight provides visibility into how brands are communicating and promoting their products and services via marketing communications, public relations and advertising during the COVID-19 period.
\r\n\t\t\tNearly 8 out of 10 brands say they are proactively communicating with external audiences during COVID-19. Nearly a quarter (23%) either aren’t communicating or aren’t sure how.
\r\n\t\t\tNearly a third of brands (29%) say they are sending or posting some form of external communications between 2-3 times each week. 17% are either not communicating or only doing so once per month.
\r\n\t\t\tMore than half (57%) said they are interested in tying their PR efforts to lead-gen strategies, but that they are unsure how to effectively develop those strategies.
\r\n\t\t\tSlightly more than half (58%) say they are positioning 2-3 company executives as Subject-Matter Experts for trends and insights.
\r\n\t\tIn terms of measuring the effectiveness of their external communications, nearly half (46%) are seeing similar web traffic, and only 35% are getting more inquiries from the press to discuss industry topics.
\r\n\t\t\tHowever, when isolating only the companies positioning their thought leaders, 48% are seeing an uptick in web traffic; 42% are getting more inquiries from the press; and 37% are getting more invites to sit on virtual panels and webinars.
\r\n\t\t\tThe COVID-19 pandemic will continue to persist and impact the overall global economies. It is important that brands in every industry – of every size – continue to position themselves as thought leaders through a regular cadence of external communications. Want some advice on how to do this? Contact Merit Mile to speak with an expert today.
\r\n\t\tIn just a few short weeks, COVID-19 displaced millions of employees and completely transformed the global business world into a remote workforce. For several years now companies have been touting the benefits that technologies offer in enabling a mobile and remote workforce – now the time has come to leverage these technologies so businesses of all sizes can allow their teams to persevere in one of the world’s largest pandemics ever.
\n","author":{"name":"John Sternal"},"yoast":{"title":"Leveraging Remote Workforce Tools for Productivity | Merit Mile","metadesc":"Using Microsoft Office 365 and Microsoft Teams, organizations of all sizes can ensure their remote workforces are as productive and engaged as possible.","focuskw":"","linkdex":"","metakeywords":"","canonical":"","redirect":"","meta_robots_adv":"","meta_robots_nofollow":"","meta_robots_noindex":"","opengraph_title":"Leveraging Remote Workforce Tools for Productivity | Merit Mile","opengraph_description":"Using Microsoft Office 365 and Microsoft Teams, organizations of all sizes can ensure their remote workforces are as productive and engaged as possible.","opengraph_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2020/03/leveraging-remote-workforce.jpg"},"twitter_title":"Leveraging Remote Workforce Tools for Productivity | Merit Mile","twitter_description":"Using Microsoft Office 365 and Microsoft Teams, organizations of all sizes can ensure their remote workforces are as productive and engaged as possible.","twitter_image":{"source_url":"https://apiold.meritmile.com/wp-content/uploads/2020/03/leveraging-remote-workforce.jpg"}},"content":"In just a few short weeks, COVID-19 displaced millions of employees and completely transformed the global business world into a remote workforce. For several years now companies have been touting the benefits that technologies offer in enabling a mobile and remote workforce – now the time has come to leverage these technologies so businesses of all sizes can allow their teams to persevere in one of the world’s largest pandemics ever.
\nMicrosoft Office 365 and its collaboration platform hub, Teams, are key cloud-based technologies being utilized by millions of remote employees. These technologies help ensure businesses that their employees have the tools and resources they need to be as productive and data secure as possible throughout the day. This also means they can work from any device, as well as any location. And because these technologies are cloud-based, employers know there is enhanced security access to the network while offering productivity-enabling applications whenever and wherever their employees need.
\n![\"Leverage](\"https://apiold.meritmile.com/wp-content/uploads/2020/03/leveraging-remote-workforce.jpg\")
Just how in-demand has Microsoft Teams become? There were roughly 20 million users globally this past November. That number has jumped to 44 million daily users since the COVID-19 outbreak. In the big picture, Microsoft Teams quickly and easily allows organizations to connect, engage and collaborate with employees, customers, vendors and prospects through any number of functions that include voice or video calls, chat messaging, and secure document sharing.
\nHere are several areas where Microsoft Teams can greatly benefit your organization:
\nThe importance of face-to-face connection: One of the most immediate impacts organizations must endure is the loss of face-to-face collaboration. Microsoft Teams’ video feature enables organizations to maintain this level of visual collaboration without skipping a beat. Merit Mile project managers leverage this feature especially when producing important programs and client projects, such as client videos that require a lot of collaboration and edits.
\nEngagement in the text generation: Employees today, regardless of age, are now accustomed to texting and text communication. Microsoft Teams allows remote workforces to quickly share ideas and updates via chat messaging. This way of communicating serves a great purpose, especially when teams must collaborate while on other calls or web presentations.
\nSecure document sharing: With Microsoft Teams, employees can share documents via coauthoring, which eliminates the frustration of sharing files via email. Here, employees can revert to previous versions and have collaborative conversations about document changes in a productive manner.
\nFormation of special groups: Sometimes smaller departments or task forces are created within organizations to work on specific projects. Microsoft Teams allows these close-knit groups to create their own “subgroups” where they can collaborate, engage, communicate and share documents with each other. At Merit Mile, specific marketing, PR and project groups leverage this feature functionality to remain focused on certain tasks, clients and projects in order to meet deadlines.
\nCentralized communication with ability to record meetings: A by-product of Microsoft Teams is its ability to help employees centralize and streamline the communication process. Voice, video, chat, and document sharing happens all in one place, reducing or even eliminating the need to have communications and files over phone, text and email. What’s more, critically important calls and meetings can be recorded and saved for future recollection.
\nThere are a few additional features planned by Microsoft soon that will help remote workforces from home especially. The company plans to roll out a new noise suppression feature that will drown out background noise from people dealing with potential distractions from home. The company will actually leverage AI as a way to eliminate background noise. A new “raise hand” feature will also be coming soon, allowing meeting participants to click a button so they can ask a question during the meeting. And, maybe most importantly, Microsoft is planning a new offline mode that will enable team members to read and respond to chat messages even when there is no internet connection – critically important now that we’re all leveraging home networks as opposed to Enterprise-level networks in the office.
\nWith the tools and technologies available from Microsoft Office 365 and Microsoft Teams, organizations of all sizes can ensure their remote workforces are as productive and engaged as possible.
\nTo learn more about leveraging these remote workforce tools to build, deploy and measure marketing and PR campaigns, consult with an expert from Merit Mile.
\nBrands and marketing departments typically look to slash budgets immediately at the first sign of an economic downturn. While on the surface this makes sense to the finance departments, there can be deeper, lasting negative ramifications to this business approach. However, when done the right way, brands can leverage marketing with the right budget that can help them survive and come out on the other end of the downturn in a leadership position.
\r\n\r\n\t\tSome brands that cut marketing and instead focus on price cuts can actually lose market share AND sales, and then see themselves in an even worse industry position when the economy turns around.
\r\n\r\n\t\tHere we’ll discuss the psychology of the consumer in an economic downturn and offer specific examples of how both B2B and consumer brands can find opportunities to maintain the right level of marketing to weather the storm.
\r\n\t![\"Economic](\"https://apiold.meritmile.com/wp-content/uploads/2020/03/economic-downturn.jpg\")
In any economic situation, especially a down economy, it is critical to understand individual and personal needs that become even more important. Because we now have the technology to segment and ultra-target marketing messages, marketers should leverage a more personalized approach in their marketing messages when targeting their audiences.
\r\n\r\n\t\tWhen creating targeted messages, be sure to understand the different levels of hesitation from the customer’s perspective. Are they completely cutting out all purchases, are they more cautious, or are they looking to increase their purchases because they are feeling the fear of the moment?
\r\n\r\n\t\tThen determine where your brand’s product value proposition fall.
\r\n\r\n\t\tAn increase in the market research may be wise in order to better understand your customers at the onset of a downturn. This way, brands can identify early-on who falls into which of these categories, which then helps in the target-specific messaging strategy throughout the downturn.
\r\n\r\n\t\tUnderstand if your product is a want or a need in a downturn. This is paramount to surviving the downturn as a brand. In the current crisis of the Coronavirus pandemic, brands that sell healthy, cleaning agent products, or anything that contributes to the well-being of an individual or individuals fall into the need category. These brands should absolutely be ramping up their marketing in order to get their brand in front of consumers.
\r\n\r\n\t\tAnother example of a need category would be any brand that has a product that caters to the work-from-home movement, such as home office uses or remote workforce technologies like Microsoft Office 365 and Teams.
\r\n\r\n\t\tBut what if you do NOT fall into this category? What if your brand or product falls into the want category? For example, how can a car dealer survive this downturn? Simply put, people still have a desire to get a new car even in a downturn, it just tends to fall down their list of priorities. When this happens, car dealers should leverage marketing to continue to get their brand in front of the consumer, but in a way that is sensitive to the situation. In the case of the Coronavirus, dealers should be calming the fears of individuals who are wondering how they can come to the showroom in a time when it is important to exercise “social distance” with one another.
\r\n\r\n\t\tDealers should leverage marketing, PR and social channels to educate consumers and potential car shoppers of the different virtual technologies and tools they now have that can help consumers research, buy, shop, and arrange to finance virtually while limiting personal contact at the storefront.
\r\n\r\n\t\tFurther upstream, this applies to companies in a B2B environment that sell their services to the dealers. For example, a company such as Nsight Live, which helps dealers put on virtual events and promotions for local dealers, should be ramping up their marketing to help educate dealers on the different ways they can add value, especially in a time when virtual events will be beneficial to customers.
\r\n\r\n\t\tThis is just one example in the automotive industry. However, virtually all industries and markets are facing similar situations and it’s important that business leaders create the right strategy and understand their audience appropriately in order to create the right targeted programs and message opportunities.
\r\n\r\n\t\t![\"Trim](\"https://apiold.meritmile.com/wp-content/uploads/2020/03/trim-marketing.jpg\")
Brands feel it’s necessary to immediately focus solely on the bottom line when a downturn hits. While this is important, this approach fails to let executives see the bigger picture, where customer, employee and shareholder perspectives also come into consideration. Shareholders, in particular, want to see companies make the right decisions for their brand, not just the near-term decision. What’s more important in a down economy is not the price, but the message a company is delivering to these audiences.
\r\n\r\n\t\tThe marketing message becomes even more critical in a downturn. Whereas during good times companies can press down hard on the promotional gas pedal in pure features and benefits style; in a downturn (especially a severe one), customers may still want your product, but they need to be better educated more about how it will bring value to their lives. In this case you need to sell them the steak maybe more so than selling them the sizzle.
\r\n\r\n\tEducation and thought leadership become even more important. How can customers benefit from you? Why is it important that they invest their critical dollars in you instead of saving what little they have? And why is YOUR brand the one that stands out as most credible compared to others who are also trying to seize the moment? Getting out front and being perceived as a trusted, credible brand is never more important, and cutting marketing and PR budgets that limit these brand-building activities often results in a negative downward trajectory for brands. It also makes it that much more difficult to bounce back when the economic picture turns.
\r\n\r\n\t\tMaybe your brand was perceived to be a “middle of the pack” brand when the downturn began. However, now is the time to quickly change your position ion the category hierarchy by being perceived as a trusted leader during the downturn. One who is seen as the credible expert that is looking to help people when times are bad – this can be the difference between good and great.
\r\n\r\n\t\tIn the current downturn, the work-from-home movement has officially arrived. This means people aren’t at sporting events (and therefore in-game sponsorships may not be a wise investment) or conferences, but instead are making a larger investment into the following:
\r\n\r\n\t\tThe goal of your marketing is to bolster trust. Sure, we all want to protect, preserve and grow sales and margins. However, in any economic downturn, the objective is always to build credibility with your current and potential customers. This is simply not achievable if you completely shut off your marketing for any period of time, and worse, can do more long-term damage to the brand in during times of economic distress.
\r\n\r\n\t\tConnect with a Merit Mile marketing specialist to learn more about what your brand can do.
\r\n\tAlmost overnight, the world has slowed down with all eyes turning toward any updates on the latest COVID-19 cases (Coronavirus). It has a certain, almost inexplicable scare quality attached to it even though the number of reported deaths remains at low levels. The fact that there is no cure, along with the fear of the unknown, has millions on edge wondering “what’s next”?
\r\n\r\n\t\tThe business community is equally stunned, confused, and left to fear and worry about the health of its workforce, as hundreds of thousands (multiplying by the hour) find their business calendars re-written in the wake of the growing number of conferences and trade events now being canceled:
\r\n\r\n\t\tAccording to the USA TODAY: “The fast-spreading virus has threatened this summer’s Tokyo Olympic Games, killing six in Japan and shutting down most schools, sports competitions and Olympic-related events in the country. In the United States, more than 41,000 people have signed a petition calling for South by Southwest to be canceled, a 10-day gathering in Austin, Texas, that draws about 400,000 people a year to discuss and celebrate the convergence of film, tech and music.”
\r\n\r\n\t\tAccording to the Financial Times, airline passenger carriers expect to lose more than $110 billion from COVID-19. Southwest Airlines CEO Gary Kelly told CNBC recently that the company has already lost several hundred million dollars in approximately one week due to fears of the virus. In fact, Kelly said “It has a 9/11-like feel”.
\r\n\r\n\t\tFor businesses, now what?
\r\n\r\n\t\tTaking care of employees
\r\n\r\n\t\tFor businesses of every size, in every region, navigating the threat of health risks, and the wellbeing of employees and their families should be the priority. In terms of whether operations need to be shut down, it’s a decision best made in consultation with company stakeholders (including employees). Even in the case of COVID-19, it is best to follow recommendations of the CDC.
\r\n\r\n\t\tQuickly re-evaluate supply chains
\r\n\r\n\t\tBusinesses that are reliant upon a global supply chain, particularly those with supply lines to Asian countries, need to quickly re-evaluate these supply chains and diversify to multiple supply sources across countries to prevent macro impacts.
\r\n\r\n\t\tImpact on certain industries
\r\n\r\n\t\tSome industries will feel an immediate and direct impact. Sectors like aviation, tourism, and hospitality especially will see and feel lost demand – with somewhat drastic and significant effects. Other industries will most likely feel a delayed impact since consumers will delay the purchase of large-ticket items for near-term fear of their personal finances (buying a car, home, or even expensive technology products).
\r\n\r\n\t\tCater to the direct needs of customers
\r\n\r\n\t\tCompanies need to communicate often with their customers, with strong use of online and omnichannel methods in order to communicate and allow them to order goods online. This also means that companies should invest heavily in technologies that maintain quality customer services and touchpoints while minimizing travel. Particularly as more trade conferences are canceled, companies will need to leverage video meetings and webinars in order to continue to deliver thought leadership opportunities and product/service education.
\r\n\r\n\t\tProper disaster planning
\r\n\r\n\t\tIt is wise for companies to review disaster plans with their employees and prepare for any worst-case scenarios. Companies should discuss with their employees how a large shutdown might affect operations and discuss how to maintain business operations as best as possible. Hopefully, this is not the case with COVID-19, but proper planning is necessary.
\r\n\r\n\t\tMarketing and sales planning
\r\n\r\n\t\tEspecially for those companies that face more immediate impact, such as industries like hospitality, travel and certain consumer goods, companies will need to plan special communications for their customers, keeping them apprised of situations and letting them know what their policies are for cancellations. For example, many airlines have already begun to waive their change and cancellation policies. Companies will also need to adjust marketing and promotions and prepare to announce special and even aggressive promotions to win back customers once COVID-19 is no longer a threat.
\r\n\r\n\t\tEncouraging employees to work remotely
\r\n\r\n\t\tMany companies will most likely encourage employees to work remotely. If this is the case, here are a few guidelines to help the company and its workforce maximize the situation:
\r\n\r\n\t\tKnowing what to expect, continuously informing your employees and customers of the latest information and how it impacts your products and services and planning for all scenarios are the keys to businesses surviving the threat of COVID-19. Those companies that take the right precautions will not only survive the threat, but they will also come out stronger in the eyes of their customers, stakeholders, investors, and employees.
\r\n\r\n\t\tFor more advice and consultation, particularly for marketing, communication and PR matters, contact Merit Mile today for an immediate session to help prepare and navigate COVID-19 for your business.
\r\n\tHarvard Business Review Study Shows Returns Greater When Companies Promote Activities
\r\n\tTechnology is everywhere, and with the advancement of artificial intelligence and machine learning, digital transformation strategies seem to be inevitable for all companies, and many leading companies are reaping the rewards. The trend is catching on as the pace of digitization in traditionally non-tech sectors is rapidly increasing, and the benefits are astounding.
\r\n\t\tFor one thing, investors seem to LOVE it, as they’re queuing up to support companies that promote their digital transformation. In fact, companies investing in their own digital transformation are seeing their stocks increase each year as seen in a recent summary of Loup Ventures AI Portfolio.
\r\n\t\tThose companies that not only undergo digital transformation but also promote it publicly also see great returns. From a recent Harvard Business Review study:
\r\n\t![\"Companies](\"https://apiold.meritmile.com/wp-content/uploads/2020/01/companies-that-promote-digital-transformation.jpg\")
Valuations of firms that go digital are 7% to 21% higher than peers. For example, Korn Ferry, an executive search and management consulting company that rolled out its Talent Analytics product in 2014, improved its valuation by over 60% (increase in market-to-book ratio from 1.21 to 1.94) in the same year.
\r\n\t\tInterestingly, we find that the valuation benefits of going digital continue to increase over time, rising by 4% to 12% over the subsequent two years. This presents investors with an opportunity to earn profits based on disclosure by firms of their digital activities. We find that an investor can make a 5% risk-adjusted annual return (or alpha, in finance-speak) on a trading strategy that considers whether firms report digital activities.
\r\n\t\tInvestors positively reward companies that not only execute on digital transformation strategies, but especially those that promote these strategies through marketing, PR and social media communication with customers and stakeholders.
\r\n\t\tInvestors have seen the financial benefits in backing tech companies and are now envisioning the benefits it could hold for the traditionally non-tech sectors. Investors have a higher chance of positive returns when investing in companies that are not only investing in digital transformation, but openly market and promote these corporate advancements.
\r\n\t![\"Environmentally](\"https://apiold.meritmile.com/wp-content/uploads/2020/01/environmentally-sound.jpg\")
One of the biggest, traditionally non-tech industry success stories may be the food industry. Everyone needs to eat, and it seems technology is finding a way to bring us higher quality, environmentally sound food supplies – which investors are eager to support.
\r\n\t\tBut what do the numbers say? According to PitchBook, investment in food tech has exploded – from a mere $60 million in 2008 to more than $1 billion in 2015. This could be seen as still relatively small, given that food tech has a potential global client base of more than 7 billion people (and growing).
\r\n\t
There seems to be great incentives for companies to adopt tech and even market their digital transformation. One example of a company reaping the marketing benefits is none other than Coca-Cola: “In 2015, Coca-Cola bolstered its data strategy by building a digital-led loyalty program. While consumers chalked up rewards, the organization was able to collect essential ‘first-party’ data through social authentication. With this ever-growing database, Coca-Cola was able to connect with its consumers better to increase consumption of its existing line of products, as well as ‘upsell’ new products,” as reported by the Association for Data-Driven Marketing & Advertising.
\r\n\t\tInnovation and digital adoption seem imperative, but then why are so many non-tech industries still lagging? It seems that digitization doesn’t hold immediate financial gains for the companies – processes are improved, production streamlined, and sales analyzed, but it still takes time to see the financial rewards. One study reported that investors are more likely to support digitization of back office operations such as accounting, and facilitation of current business practices such as sales, customer service and logistics, and all of these are simply taking investments from the companies, with little promise of immediate returns. However, it seems investors see the bigger picture – and future gains – and are willing to bet on it.
\r\n\t![\"Innovation](\"https://apiold.meritmile.com/wp-content/uploads/2020/01/innovation-and-digital-adoption.jpg\")
It is critical to have the right talent in place to facilitate the process of digital transformation. A recent analysis of hiring data by Indeed showed a rise in the employment of tech occupations in non-tech industries such as finance, retail and energy. Having the right senior managers in addition to the right strategy can make all the difference.
\r\n\t\t“Going digital” seems to be unavoidable and starting sooner could have immense benefits paired with monumental funding opportunities and higher potential financial gains in the long run. It also seems that companies not accepting the change might get left behind completely. However, the process of digital transformation itself is only half the story; successful companies that today deliver great shareholder returns are the ones out in the public promoting their efforts through marketing, PR and social media measures.
\r\n\t\tWant to learn how your company can promote its digital transformation? Schedule a consultative session with Merit Mile today.
\r\n\tRecent data indicates the U.S. travel and tourism industry generated over $1.5 trillion in economic output, supporting nearly 8 million U.S. jobs. Is your hospitality brand eating its slice of this massive industry pie?
\r\nDoing so requires more than just a highly popular destination or enticing offer strategy.
\r\n![\"Engage](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/engage-hero.jpg\")
\r\n Industry leaders and marketing experts in lodging, event planning, theme parks, transportation, and cruise lines know it takes crafting a memorable story, establishing a first-class digital presence, connecting with target audiences, and using a mix of modern and traditional marketing tactics.
\r\n![\"\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/some-questions-img.jpg\")
![\"Engage](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/swimming-thumb.jpg\")
\r\n Merit Mile recently gathered anonymous insights from nearly 200 consumers across the country to help shape marketing strategies and investments for travel and hospitality clients throughout the year. View the report and learn:
\r\n![\"\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/industry-pulse-hospitality-ship.jpg\")
![\"\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/hospitality-summary-thumb.jpg\")
Learn more about Merit Mile’s hospitality marketing capabilities and how we cater to a variety of leaders in the travel and hospitality industry. From compelling messaging and copywriting, to leading edge technology, to timely execution, the Merit Mile travel and hospitality marketing team is poised to help your brand differentiate and succeed in 2019.
\r\n \r\nOur team of travel, tourism and hospitality marketing experts has several decades of combined experience helping clients tell their unique brand stories and drive revenue.
\r\n![\"Turnberry\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/turnberry.svg\")
\r\n ![\"AIG](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/aig-tg-assist.svg\")
\r\n ![\"The](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/braziliancourt.svg\")
\r\n ![\"ABC](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/abc.svg\")
\r\n ![\"Rritz](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/ritz-carlton.svg\")
\r\n ![\"MGM](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/mgm-grand.svg\")
\r\n ![\"Kiawah\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/kiawah.svg\")
\r\n ![\"Palace](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/palace-resorts.svg\")
\r\n ![\"Lago](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/lago-mar-lago.svg\")
\r\n ![\"VIA](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/via-mizner.svg\")
\r\n ![\"Orient](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/oreint-express.svg\")
\r\n ![\"Protect](\"https://apiold.meritmile.com/wp-content/uploads/2019/02/protect-your-bubble.svg\")
\r\n Large or small, Merit Mile can help you grow and stand out from the competition. We provide turn-key marketing, development, and social media services so you can focus on doing what you do best: putting amazing products in the hands of your customers.
\r\n![\"Branding](\"https://apiold.meritmile.com/wp-content/uploads/branding.svg\")
Create a brand that embodies your company’s mission and engage your customers with beautiful websites optimized for mobile, video, ecommerce, and inbound traffic.
\r\n![\"Public](\"https://apiold.meritmile.com/wp-content/uploads/pr.svg\")
Develop a simple but precisely-tuned media relations program that has your brand in front of the right audiences at the right time.
\r\n![\"Social](\"https://apiold.meritmile.com/wp-content/uploads/sm.svg\")
Grow your digital presence and engage with your audience with social media content creation and analytics.
\r\n![\"Content](\"https://apiold.meritmile.com/wp-content/uploads/content-marketing.svg\")
Publish core content and then develop “micro content” to be distributed on Instagram, Snapchat, LinkedIn, Quora, YouTube and many other social channels.
\r\n![\"Demand](\"https://apiold.meritmile.com/wp-content/uploads/demand-generation.svg\")
Attract new customers to your brand and boost sales with digital, print, email, and social media driven marketing campaigns.
\r\n![\"Tradeshows](\"https://apiold.meritmile.com/wp-content/uploads/tradeshows.svg\")
Command a professional appearance with turn-key booths, signage, and videos for the key events in your market niche.
\r\nChallenges That Brands Are Facing in 2019
\r\n\tPublic Relations (PR) strategies can be a highly effective tool for organizations in every industry and of every size. The right PR can build brand awareness, amplify credibility through thought leadership, enhance a company’s reputation in front of customers, and help bring in more sales (albeit indirectly).
\r\n\t\tHowever, PR doesn’t just happen. It takes the right ideas and the right personnel in order to develop the right strategies and approach, have the right conversations with carefully selected media and build a successful brand narrative. When each of these aligns, organizations reap the benefits of quality PR.
\r\n\t\tThe challenge is that many organizations find it difficult to successfully implement all three of those ingredients. This was highlighted in Merit Mile’s most recent 2019 Media Relations Survey. This report illustrates the challenges and opportunities many organizations face today in achieving successful PR results.
\r\n\tAmong the highlights of the report:
\r\n\t\tThe majority of respondents (76%) said their biggest challenge is that they want to get more press coverage but that they don’t know the right strategies to start with. This was followed by 69% who said they don’t have the right time/resources to pursue coverage and another 69% who said they feel they don’t have the right media contacts.
\r\n\t\t![\"media-relations-one\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/12/media-relations-one.png\")
Most respondents (80.6%) said they would like to pursue thought leadership stories in industry publications, followed by 78% who said more blogger social influencer stories, 74% saying more interviews with consumer media, and 72% saying more business press in industry publications.
\r\n\t\tWhile 52% say they plan 1-2 media tours each year in select media markets, nearly a third (31%) say their media tours have not been successful. As many as 44% of respondents said they utilize internal corporate communications staff to plan their media tours.
\r\n\t\tNearly two-thirds (63%) said they rarely see their newswire-placed releases end up in journalist-written stories, or even are contacted by journalists as a result of a newswire release. Forty-five percent say their newswire releases are most effective in getting content on search engines.
\r\n\t\tMore than half (57%) said they are interested in tying their PR efforts to lead-gen strategies, but that they are unsure how to effectively develop those strategies.
\r\n\t\t![\"media-relations-two\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/12/media-relations-two.png\")
Approximately half (52) said they spend $5,000 per month on external PR services, while a third (33%) said they currently spend between $5,000 – $8,000 on external PR support.
\r\n\t“It’s hard to read through any magazine or online news article today and not see the impact and role that PR has in helping to shape story narratives through the information that is delivered to journalists,” said John Sternal, partner and PR director of Merit Mile, and author of the survey. “Brands today recognize the importance of PR, but many of the PR departments even in some of the world’s largest organizations find themselves strapped for time and resources in building stories that can advance their brand’s mission through critical thought leadership and awareness.”
\r\n\t\tTo learn more about how PR can add value to your brand, click here to schedule a consultation with Merit Mile’s PR awareness experts.
\r\n\tThousands of companies each year in the housewares market, builders and kitchen/bath design industries take part in critical trade events such as the International Builders’ Show (IBS), The Inspired Home Show, and the Kitchen & Bath Industry Show (KBIS). These shows are a great way to launch and demonstrate new products in front of trade press that attend looking for the next great story to tell.
\r\n\r\n\t\tThese shows can be an important way to offer direct education of new or even existing products or services to hundreds of thousands of guests. And with many shows now offering a virtual component, this exposure can reach into the millions even for audiences not attending in person. When an attendee enters your booth, you have their complete attention and the opportunity to educate them in a way that is unique to marketing. Done correctly, you have the chance to introduce them to your product or service and showcase how you are different than others in your category – and why they should do business with you.
\t\r\n\r\n\t![\"Effetive](\"https://apiold.meritmile.com/wp-content/uploads/2019/10/effective-pr-for-builders.jpg\")
\r\n\t![\"Effetive](\"https://apiold.meritmile.com/wp-content/uploads/2019/10/effective-pr-for-builders-two.jpg\")
\r\n\tAside from booth visits and in-person product demonstrations, PR and marketing today are now working together to amplify awareness and lead-gen strategies for brands at these shows. This is important because for PR specifically, brands have had great challenges in achieving awareness when relying solely on their internal PR teams, and this challenge has grown even more so when internal brand marketers try to leverage PR into their lead-gen strategies.
\t\r\n\r\n\t\tConsider feedback from a recent Merit Mile Research survey of executives discussing PR and marketing challenges for their brands:\r\n\t\tMost respondents (76.4%) said their biggest challenge is that they want to get more press coverage but that they don’t know the right strategies to start with. This was followed by 69.4% who said they don’t have the right time/resources to pursue coverage, and another 69.4% who said they feel they don’t have the right media contacts.
\r\n\r\n\tWhen asked about combining PR with lead-gen strategies, more than half (57%) said they are interested in tying their PR efforts to lead-gen strategies, but that they are unsure how to effectively develop those for their company.
\r\n\r\n\t\tCompanies exhibiting or trying to get exposure at IBS, KBIS or The Inspired Home Show must first decide what their story is. Will the story revolve around a product or service, or is it more problem/solution-oriented in its message? Do you have compelling data to anchor around the story, or a disruptive thought the industry should hear about?
\r\n\r\n\t\tOnce you have the story developed, what format will it take? If you are announcing a new product, or findings to new research, you will want to build out a press release. If there is additional data or insight involved, you may want to have a white paper or infographic developed to help tell the story further.
\r\n\r\n\t\tSetting up press briefings before, during, and after the show are extremely critical to getting the right exposure for your products/services, brand, and disruptive insights for your audiences. Brands used to coordinate on-site press conferences at shows, but these are fewer today. Having the right press kit to help tell the story is also important, this way the media have quotes, background and images/media they need to fill their stories.
\r\n\r\n\t\tMajor trade media attend these shows, including Builder, Roofing Contractor, Kitchen and Bath Design News, Qualified Remodeler, Housewares, and Home Furnishings News. The right agency partner with experience in design/build products can help build relationships with these and other targeted outlets.
\r\n\r\n\t\tBrands today are going beyond simply PR awareness by also tying their efforts to lead-gen. What’s working well is when companies work with an integrated PR and marketing agency to develop a research white paper or infographic, brand it and develop a landing page with form submission on the company’s website. When PR articles drive traffic to the landing page and audiences fill out the form to download the asset, sales teams have new leads to follow up on. This isn’t just effective for B2B brands. Consumer-oriented brands can develop lists and tip sheets for consumers to also download on the website.
\r\n\r\n\t\tHaving the right agency partner can help immensely since trusted and qualified agencies often have a good understanding of the issues facing certain industries, and they have the right media relationships to connect you for interview and editorial opportunities. Learn how we can help promote your brand’s thought leaders at these and other shows by contacting our expert PR team today.
\r\n\r\n\tA thought leader carries a level of credibility that makes others want to pay attention to what they have to say giving them a competitive advantage. This is extremely important for brands, whose goal should be to have a handful of well-respected thought leaders on staff giving the overall brand a higher level of credibility in front of clients, employees and industry observers. But there is more to it than just that.
\r\n\r\n\t\tThought leaders provide insight based on their experience and passion. They share their expertise through industry stories, blog posts, videos, infographics, eBooks and on social media. By providing real value through these channels and as they build a reputation, they attract business, especially in the B2B market.
\r\n\r\n\t\tTwo-thirds of executives, according to a study by Grist, look for thought leaders to help them stay ahead of the curve. Furthermore, executives are more willing to buy from thought leaders, especially in the complex world of B2B sales. They are even willing to pay a premium to work with thought leaders.
\r\n\r\n\t![\"Example](\"https://apiold.meritmile.com/wp-content/uploads/2019/10/example-of-a-thought-leader.jpg\")
\r\n\tThat competitive advantage comes from five emerging trends, all of which add to the importance of positioning yourself as a thought leader.
\r\n\r\n\t\tPR has proven to help establish, solidify and reinforce thought leaders. PR representatives, particularly at agencies that understand the market, can introduce a brand’s thought leaders to respected journalists who are always looking for trusted, credible sources of information to either contribute insights to a story, or author inspiring and thought-provoking opinion columns. Through these vehicles of communication, readers will gain exposure to you as a thought leader and obtain a higher level of comfort and trust with your brand.
\r\n\r\n\t\tThought leadership is an important brand building tool. By harnessing your experience and passion, you can give your business the opportunity to grow and expand. Learn how we can help promote your brand’s thought leaders by contacting our expert PR team today.
\r\n\r\n\tThere are a lot of great reasons companies partner to form strategic alliances. Together, an alliance can yield greater marketplace awareness, bigger market penetration, and, of course, value-added joint solutions. But the biggest driver by far is all about increasing revenue.
\r\n\t\tIndustry research shows that the top three goals for strategic alliances are all revenue based.
\r\n\t![\"\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/09/sa-dp-all.png\")
\r\n\tTo drive greater revenue, what needs to happen? Sales.
\r\n\t\tTo book sales, what needs to happen? Sellers need training.
\r\n\t\tBut here’s the dichotomy. Guess what one alliance professionals say of the top three challenges is? It’s training sellers and customer facing teams including sales engineers, consultants, and technical evangelists. And it is no wonder why. As an alliance manager, you are dealing with two of everything. Two different:
\r\n\t\tOur strategic alliance clients have approached the team at Merit Mile with this very same dilemma. How do to they reach, educate, and perhaps most importantly energize each other’s sales forces. When you consider that most Fortune 500 companies support multiple alliances, it’s easy to understand why there is competition for mindshare and airtime when it comes to training and sales enablement.
\r\n\t\t![\"\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/09/sa-video-thumbnail.png\")
\r\n\t\t\t\t\t![\"\"](\"https://apiold.meritmile.com/wp-content/uploads/2019/09/sa-ebook-thumbnail.png\")
\r\n\tIf you are like the 80% of your strategic alliance peers, time and energy are in short supply. Consider teaming with an agency to form a virtual alliance marketing team to accomplish your goals. This way you can focus on building the inter-company alliance relationships and gaining support, while your virtual team brings your training goals to life. Drop us a note to brainstorm on how you can drive greater revenue and sales effectiveness within your alliances.
\r\n\t