[PODCAST] Finding your personal value with Jennifer Way

By Chuck Bryant, Relationary Marketing | 10.27.16

Jennifer Way wants to help make marketers their own biggest advocates by revealing their personal value.

“Your resume should be the Cliff Notes of your values, not a job description,” Way said.

Way is a consultant and president of Way Solutions. Her company has worked with Disney, Amazon, and Honda to help get the most out of their employees. She’ll be helping guests unlock the power of their personal value at NAMA’s Power Lunch on Thursday, Nov. 3.

“Unleashing the power of your personal value is about learning how to identify the key factors that will get you the recognition and rewards you need,” Way said. “What employer doesn’t want more value from an employee?”

Way said that finding personal value is not about expanding any more effort, but instead is about understanding dynamics in your work system.

People in the workplace don’t learn how to be personal advocates on their own. Instead they learn slowly from other’s mistakes, when really they need to look at themselves objectively and put themselves in the opposite role, according to Way. This is where marketers have a unique advantage.  

“They understand exactly how to look at themselves objectively in a business-to-business situation, but feel awkward turning that marketing eye on themselves.”

Connect with Way on LinkedIn.

On Nov. 3, Jennifer Way presents Unlock the Power of Your Value at the NAMA Power Lunch at City Winery. Register now.  

Editor’s Note: The NAMA Power Lunch podcast is a production of Relationary Marketing in partnership with the Nashville American Marketing Association. This episode was produced by Chuck Bryant and host Clark Buckner, edited and mixed by Jess Grommet, with music by Zachary D. Noblitt.

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Chuck Bryant is co-founder and CEO of Relationary Marketing, a podcast production agency that creates broadcast-quality interviews for rich content marketing, event promotion, relationship nurturing and thought leadership.

Using Yelp to Your Advantage – How Being Nice Really Does Make a Difference

By Chelsea Kallman, NAMA Blogger | 10.10.16

Working in hospitality you can experience a lot of negative Yelping.

The platform has become a place where anyone can be a critic and an expert on food, drink, and experience. Ask anyone who works in the service industry their thoughts on Yelp, and it’s usually described as a toxic environment.

Watch Real Chefs Read Bad Yelp Reviews.

This video makes light of harsh feedback. But it also shines a light on just how toxic these reviews can be.

Even though there are downsides to Yelp there’s still a way you can use it to your advantage.

FOCUS ON THE GOOD

The Believer, an American literary magazine started in the early 2000s by Dave Eggers, best known for A Heartbreaking Work of Staggering Genius and writing the screenplay for Where the Wild Things Are, doesn’t allow writers to talk about things they don’t like.

The idea behind The Believer is to focus on the inherent good.

“Modest though the magazines are in scale and appearance, there is nonetheless something stirringly immodest – something ‘authentic and delirious,’ as e.e. cummings once wrote – about what they are trying to do, which is to organize a generational struggle against laziness and cynicism, to raise once again the banners of creative enthusiasm and intellectual engagement,” A.O. Scott wrote in a 2005 New York Times article.

Read the entire article here.

This is the heart needed behind Yelp. It needs to be a platform where users talk about what excites them, instead of nitpicking every experience.

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Changing this mindset starts with you; you can’t control what others do or think, but you can control how you respond.

But, how?

Jay Baer, author of Hug Your Haters, a book teaching how to embrace complaints and keep customers, also wrote a blog post for Buffer App on the same topic. He came up with an acrostic called FEARS.

10-9-16-nama-yelp-blog-post-photoPhoto source:  Buffer App

Embracing this philosophy means being active on Yelp. Let’s break down Baer’s approach to social media complaints.

EMPATHY

Complainers want a fight. Do not give it to them. Arguing with an angry person never results in them yelling “You make a very reasonable point!”

When customers get angry in person I play the “I’m with you” card. I see it from their perspective. Instead of arguing why I’m right, I decide to be their friend. It diffuses the situation.

Do this on Yelp. This is not your chance to tell your customers why they’re wrong.

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Baer says customers don’t always have to be right, but they always need to be heard. Start with apologizing and then come up with a solution to fix the problem.

Don’t get into a back and forth comment battle. Only respond twice.

If they’re still angry and unwilling to accept your solution and won’t move the conversation to a private channel then you need to let it go.

WHAT IF YOUR REVIEWER ACTUALLY MAKES A GOOD POINT?

Then that’s great! Some people are trying to help you out and they need to be rewarded.

This is why you should answer all complaints publicly. It looks good when a business is humble, grateful and transparent.

Remember, there’s no room for canned responses. People will see right through it and hate it. This is where you need to be authentic and engaged.

Read our blog about engaging your customers on Instagram.

LuLu Lemon and Zappos are known to have incredible customer service. Nike and Starbucks  also have service to be inspired by. Use these businesses as examples to grow yours.

KEEP YOUR REGULARS IN MIND

Get your regulars involved by asking them to add their opinion to sites like Yelp.

Technically yelp discourages you from doing this. They say it looks fake and creates bias. But, experts disagree and say do it anyways.

Read this Forbes article about simple ways to get customer reviews. Or this Convince and Convert post.

Create a rapport with your customers. They’re the people you want talking up your business – someone that knows and loves it for exactly what it is, that has a favorite product and will come back 100 percent of the time.

If you know your customers well then just ask if they’ll take a moment to review you. They’ll more than likely be happy to help.

You can’t require a customer to post a review in exchange for a discount, but Yelp does have check in offers. People love it when they get free or discounted items – it’s an easy way to start the conversation of asking a customer to leave a review.

The facts show it’s important to engage your customer’s review. Don’t let this aspect of customer service slip through the cracks.

For more reading check out The Huffington Post’s take on engaging customer reviews.

 

[PODCAST] Dan Rogers brings stories to life at the Grand Ole Opry

By Chuck Bryant, Relationary Marketing | 10.6.16

Dan Rogers remembers listening to the original Grand Ole Opry radio show with his parents, trying to guess how large the crowd was or debating whether or not there would be a surprise guest.

“The Opry was a place you could go to in your mind on a Saturday night when you’re 8 years old and stuck in the middle of Nowhere, Illinois.”

Now almost 30 years later, Rogers is the senior marketing director at the Grand Ole Opry, and will be the featured guest at Nashville American Marketing Association Power Lunch on October 13, discussing the impact of the Opry’s storytelling opportunities on marketing.  

Rogers started as a graduate intern right after college, and hasn’t looked back since. He said The Opry presents so many unique opportunities for stories and experiences.

“It’s a place where you have all these personalities coming together,” Rogers said, “You could have Carrie Underwood listening to a bluegrass artist, or Vince Gill watching a new performer who idolized him growing up.”  

The tradition of the Opry starts with the stories artists and fans share about their unique experiences with the radio show, concerts, or personalities.

“It’s about the music, but it’s also this very special relationship between the artists and fans.”

For an establishment seeped in tradition, Rogers is trying to expand the reach of their stories through organic uses of social media by artists and fans. In the old days the only method of delivering an experience was through radio or TV. Now stars and fans interact on social media, sharing stories in real time.

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While the show might not be as prominent as it once was, the Opry is still an important staple to so many people. Rogers thinks back to watching so many up and coming artists who perform at the Opry for the first time, and invite all their family members from all over the world to see them.    

“You’re reminded of what an important part of America is right in our backyard in Nashville.”

Connect with Rogers on LinkedIn.

On October 13, Dan Rogers presents The Grand Ole Opry’s Secrets to Using Storytelling for Impact at the NAMA Power Lunch at City Winery. Register now.  

Editor’s Note: The NAMA Power Lunch podcast is a production of Relationary Marketing in partnership with the Nashville American Marketing Association. This episode was produced by Chuck Bryant and host Clark Buckner, edited and mixed by Jess Grommet, with music by Zachary D. Noblitt.

 

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Chuck Bryant is co-founder and CEO of Relationary Marketing, a podcast production agency that creates broadcast-quality interviews for rich content marketing, event promotion, relationship nurturing and thought leadership.

Being Authentic on Instagram Can Help Grow Your Business

By Chelsea Kallman, NAMA Blogger | 9.7.16

#LiveAuthentic — the potentially overused hashtag encouraging people to live an adventurous life, filled with risk and emotional honesty.

It seems harmless, but because of this hashtag’s common usage it has gotten a bad rap. Photos tagged with #liveauthentic are typically communicating curated moments far from everyday life.

The New Statesman blog post talks about the “cult of authenticity” shaping a supermodel’s worldview, provoking her to rebrand all her sponsored and perfect photos with actual honest captions.

This Gription blog talks about #liveauthentic representing a generations-deeper cry for a unique life with a meaningful story.

If you manage social media for a small business, then you’ve experienced how #liveauthentic makes it that much harder to post actually authentic material. You have to toe the line of being real and relatable, but not so real or authentic that it’s fake.

So, how do we move past the contrived and use Instagram as a powerful social tool?

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ACTUALLY CONNECT WITH YOUR FOLLOWERS

Social media is meant to be social. Posting pretty pictures won’t give your customers the personal connection a conversation can.

Marketing for a small business is the long game. You need repeat customers and loyalty.

The Nashville Sounds, our minor league baseball team, is actually winning at this concept.

Early in the 2016 season, I brought my bulldog to an event called Bark in the Park. While there I snapped a photo of him, tagging The Sounds.

The Nashville Sounds commented, saying how much they loved it and how the photo was an official selection for The Sounds Choice Awards.

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As a fan, this made me feel so special. They offered me a pair of free tickets to the Sounds Choice Awards and a chance at winning a gold bobblehead of Booster, the team’s mascot. I ended up winning and got to go on field to accept my award.

The Sounds paid for the time to find my photo and the cost of my tickets. But, they got a lot more in return.

I came to the game and happily spent money on food, drink, and merch – totaling far more than the worth of my tickets. I boasted on Instagram about winning, tagging The Sounds in all my photos. All my friends saw and were excited for me. They also saw how much The Sounds engage with their fans.

This is an easy and affordable way to make your followers feel special. It can be as simple as commenting on and reposting a photo your business is tagged in.

This has happened to me with several brands and I always feel like a rockstar when it does.

MAKE IT ABOUT MORE THAN YOUR PRODUCT

Coffee shops can only post a picture of a beautiful latte so many times before it gets old. It’s the same with any business selling a product and not an idea.

In June 2016, John Frieda hair products launched a campaign making their brand about more than what kind of shampoo you use. It was called Shades of Me.

The program connected to your Instagram account so an algorithm could find out what colors are most present in your photos. It took into account your hair color, then told you what shades you are, and what that says about you. It also suggested different hair care products to use.

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The entire campaign communicated that John Frieda cares about who you are on the inside (and that your hair looks good, too). Read this Convince and Convert blog about John Frieda embracing personalized content. The blog post quotes John Frieda’s marketing manager, Alex Bradbury, explaining the power behind content marketing.

“Everybody wants something that nobody has; that’s the crux of it,” she said. “They want something that’s tailored to them, something that gets a layer deeper.”

This sentiment gets at the same idea behind #liveauthentic. Everyone wants to be unique and feel like they’re doing something important.

Use your Instagram to show and live the authenticity of your brand instead of just telling them.

Red Letter Day Shares What Women Want, What They Really, Really Want

By Melinda Hudgins Noblitt, Blog Editor | 8.28.16

If you weren’t one of the 150 people who attended Red Letter Day earlier this month, you missed quite an event!

NAMA President and owner and founder of Brand Wise, Jamie Dunham, along with her impressive lineup of speakers, provided research and anecdotes that proved both informative and eye-opening.

2016 Red Letter Day

Did you know 100 million women control 85 percent of all consumer purchases? It’s called the Lipstick Economy. And while some companies have figured that out — like Dove and Organic Valley — others are missing the mark big time. *Cough, BIC, Cough*

Don’t take my word for it; have a look at what industry leaders had to say about the event:

Claire Crowell penned a piece in The Tennessean for 12th & Broad, sharing her 5 things I learned at Red Letter Day.

Fellow NAMA Board Member, Knight Stivender, shared her thoughts in her blog post, Red Letter Day: A Marketing Conference Peggy and Joan Would Have Appreciated.

Emily Tucker, director of marketing for Gigi’s Cupcakes who spoke at Red Letter Day, also wrote a guest blog for Nashville Business Journal, titled The state of marketing to women and why it’s important.

Be sure to check out photos from the event published by Nashville Business Journal and this pre-event interview with Jamie Dunham by Nashville Post. 

Oh, and let’s not forget Twitter.

And if you’re still not convinced that it’s time to start paying attention to what women want, there are always cold, hard facts: 2016 Red Letter Day Research – Brand Wise.

[PODCAST] Ike Pigott Presents the Case for Brand Journalism at NAMA September Power Lunch

By Kirk Bado, Guest Blogger | 8.27.16

A website for a power company does not immediately conjure images of outstanding marketing content.  

But Ike Pigott is working to alter that perception.   

Pigott is a communications strategists at Alabama Power, and he is changing the way corporations handle their news. Since 2008, he has pivoted the utility company away from simply using its website as a spot to host press releases, to now becoming a leader in the burgeoning field of brand journalism.

“Content marketing, is one of the more direct and valuable ways to reach people with a message in today’s climate… Brand journalism is a subset in content marketing,” he said.

Pigott uses the Alabama Power platform to build an audience not just focused on updates from the company, but  a mix of news and content curation for the State of Alabama. He runs the website like a traditional news outlet, telling stories that fit the brand of Alabama, instead of focusing exclusively on reiterating internal company news      

“You can’t do enough talking about yourself and develop an audience to it,” Pigott said.

Since May last year, he has focused efforts on generating content that might not directly relate to Alabama Power, but instead building an audience based on the content of their more community driven news stories.

Ike Pigott

“You’re not graded on intent, you’re graded on effectiveness,” he explained.

And the content has been very effective. After the shift, the site is getting more than 100,000 visits a month, which might not rival traditional news sites, but dwarfs other corporate news publications. By taking a more traditional news publication approach to content advertising, Alabama Power is drawing the attention of local newspapers and even Google News aggregates. Traditional media outlets are now lifting stories from his site to run them in their publications.

Pigott says he is ecstatic with the content being pushed by other outlets; to him, it is not about getting the most page views or traffic. Because Alabama Power is a public utility, his ultimate employer is the State of Alabama. The goal is marketing the larger message of Alabama to young people looking for jobs.

“They don’t have to go to Austin or Boston or Silicon Valley to have a great career, you can do it here,” he explained. “If we can tell the type of stories that reinforce that, then that’s a win for us.”

Pigott garnered this new audience by breaking down the internal silos of Alabama Power’s marketing, advertising, and design components. He’s streamlined all departments to generate content for their brand journalism. Now the company can quickly respond to the trends of its growing audience, and meet them where they are.   

“If you’re able to make a shift in a timely fashion, you are in a great position to meet them where they are going to be,” he said. “That’s the process that is going to take you – and your organization – to where you need to be.”  

Connect with Pigott on Twitter.

NAMA Sept Power Lunch

On September 8, Ike Pigott presents The Case for Brand Journalism at the NAMA Power Lunch at City Winery. Register now.  

Editor’s Note: The NAMA Power Lunch podcast is a production of Relationary Marketing in partnership with the Nashville American Marketing Association. This episode was produced by Chuck Bryant and host Clark Buckner, with editing support from Jess Grommet and music by Zachary D. Noblitt.

 

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Kirk Bado is a student and freelance writer at Belmont University and storyteller for Relationary Marketing, a podcast agency that produces broadcast-quality interviews to create engaging strategic content and nurture high-value relationships.

Why It’s Important to Be The Favorite Client

By Kevin Endres, Guest Blogger | 8.24.16

Most ad agencies, PR firms, and digital agencies won’t admit  in public to having a favorite client. But they do.

And these favorite clients get a lot more: attention, the best people working on their business, the best ideas and, maybe, more services for a better price.

Recently, I was chatting with a colleague at an industry function and a woman walked past. My colleague stopped our conversation and said, “That’s the marketing person for what used to be our favorite client.”

Everyone in our company would stop everything when they called. And they’re a non-profit, so it’s not like we made a lot on their business. But we loved working for them.

“We would even get together and brainstorm ideas on how to help their business on our own. It was great!” my colleague said.

I asked, “They’re not your favorite client anymore?”

My colleague responded that there was a new day-to-day person in front of the marketing director. He said she doesn’t allow access to her boss and isn’t interested when his firm calls with new ideas. He followed that up by stating that this business no longer gets any special treatment from his firm.

As someone who’s worked at a fair share of agencies throughout the country, I’ve seen how people fight to work on certain clients and let others slide by.

You might think the agency (I’m using the term “agency” here for simplicity, but mean: design studio, digital agency, PR firm) should give equal importance to every client, but people (and agencies) are human (or filled with humans).

And that’s just the way it is.

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To attain “favored client” status and reap its benefits, keep at least some of the following (in no specific order) in mind:

Give decent timelines
We understand that every once in awhile something has to be done at the last minute. But a client who continually says every job is hot will never become favored.

Give a problem to solve
Marketing people love problems. Those are the things that we get out of bed in the morning for. Instead of saying, “We need a ______,” say, “We have a problem driving customers to our new location. Got any ideas on how to solve that?”

Provide budget parameters
Clients are afraid that if they give a budget number then their firm will take it all. On the flip side, your agency can’t give you a doable idea unless they know how much you can spend. Even a budget range is good. Hold a little back if you’re nervous.

Provide feedback direction, not “change this to…”
Great clients say, “This isn’t right because…” and kill it. They also say, “This is close, but remember we need to focus on (such and such) in the message.” And “This fits because our marketing plan is going in this direction.” Great feedback.

Push for the best all the time
The best people in this business want to do their best work all the time. They don’t mind—in fact they admire—clients who say and push for only the best work. Challenge them. Tell them when you don’t think it’s their best (be honest).

The best client I ever had constantly pushed us. And we kept upping our game and did genre-changing work in their category. That pushed them ahead of their rivals while being outspent four to one in marketing.

Thank them for great work
We all love praise when we do great work. One time a client sent me a bouquet of flowers for something I did. I always remembered that and worked harder than ever for them.

Go for the bold
A client who constantly says, “They’ll never go for it” and lets ideas die on the table will take the wind out of his/her agency. Grab a bold idea. Take it up to the next level. If it dies, at least you tried. And you’ll be seen as a hero by your agency.

Be accessible
We know you have a ton going on. And your agency is just one of the many things you must deal with. Nothing puts a chill in an agency more than, “I haven’t heard from the client for a while.”

Be organized
Even if you’re a bit overwhelmed (we all can be), have a problem and objective thought out. Have some background for your agency to grasp the issues at hand.

Pay on time
Everyone at your agency knows which clients pay on time and which are laggards. This is talked about within your agency and turns off people from wanting to work on your business.

I realize this is a big list. But you can get a lot of love by adhering to just a few of these ideas. In the end you’ll get more for your marketing dollar and probably a lot more love from your agency.

 

Kevin Endres
Kevin Endres is Owner/Creative Director of The International Offices, Nashville, a branding/advertising firm. Find him at @realendres.

How to Stop Worrying and Learn To Love Content Marketing

By Kerry Oliver, Guest Blogger | 8.22.16

The one truth that everyone in our industry can agree upon is that traditional marketing has changed dramatically. Nothing demonstrates this change more vividly than the growing power of Content Marketing.

First, a definition: Content Marketing is the strategic approach for creating and distributing valuable, relevant and consistent content to attract and retain a specific audience, with the ultimate goal of driving a specific customer action.

Although most people associate Content Marketing with the development of the internet and mobile devices, its history actually precedes the internet by about a hundred years. It just wasn’t called “Content Marketing” back then.

One of the earliest examples of Content Marketing dates back to 1895 when the John Deere Plow (now Tractor) Company began to publish and distribute its “Furrow” magazine to farming families. It was packed with useful information, advice and tips designed to support the working needs and lifestyle of American farmers and ranchers. (By the way, “Furrow” is still in print today.)

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Another early example introduced Jello to the American public through a series of free recipe books and cookbooks printed and distributed beginning in 1904.

Even in the past, content took advantage of new technologies. In the early 1950s, the TV soap opera was created (although soap operas originated years earlier on radio). Developed as a means of delivering TV commercials for soaps, cleaners and detergents to an audience of female homemakers, soap opera programs offered a much-needed respite from the drudgery of household chores and – in the case of many of the early TV commercials – useful information about how to maintain the home and simplify those daily chores.

Once you understand what effective content is, it’s easy to look back and spot some powerful pre-internet examples. I vividly remember (being a young used car owner at the time) the Shell Oil Answer Book Series that were published from the mid-1970s to mid-1980s. Each issue featured useful driving tips and auto maintenance advice, all of which came in handy in an era of finicky carburetors, fouling spark plugs, DIY oil changes and cars that seemed to break down if you looked at them the wrong way.

These days, the challenges of Content Marketing are so complex and the options so diverse, it’s easy to become overwhelmed. But as these pre-digital examples demonstrate, the basic rules driving effective Content Marketing haven’t changed over the decades.

Know your audience.

First, know your audience.

Second, know your audience.

And third, know your audience.

What does your audience worry about? What problems do they face? How do they go about solving those nagging issues?

Your audience isn’t sitting up nights waiting to hear about your latest product or service. They’re waiting for a solution to a problem – in their lives or in their businesses.

And no, the solution isn’t a cute puppy video.

The goal of Content Marketing is to give people solutions: solutions that eventually lead to your product or service. But in order to do that, you first have to know and understand who these people are and what their problems are.

Creating a marketing persona is a good place to start, but it’s not enough for your persona to simply describe your audience and give them a clever name like Patty Sue or Billy Bob. To be useful, a persona should capture attitudes, the decision-making process and criteria, and the steps that a person takes in deciding which solution is better for her or him.

A great persona has little to do with demographics and psychographics. Instead, it should be a snapshot of real life that reveals channels of communication, opportunities for timing, and suggestions of topics of information that your audience finds valuable.

Once you have a handle on those factors, you can chart the buyer’s journey.  This can take the form of either a written description or a visual chart showing everything that impacts your customer as she realizes her need, determines her options, evaluates those options, and makes a purchase decision.

Like a great persona, a strong buyer’s journey is grounded in the real world and accounts for a myriad of touchpoints – some of which you as a marketer can impact and some of which you can’t. Your strategy will be determined by recognizing the difference between the two.

Content Marketing – like all great marketing – is blend of both science and art. It clearly has the potential to change the future for brands and companies with the vision to realize its potential.

And just as Red Bull, Lego, BMW and other contemporary leaders in Content Marketing demonstrate every day, the best guide is – and always will be – the customer.

 

KerryOliver

A native Texan, Kerry Oliver has worked for major regional advertising and marketing agencies in Houston, Nashville, and Reno. He currently serves as Director of Content Strategy and Integration for GS&F.

His experience encompasses practically every industry category: casual dining, industrial, real estate, lottery and gaming, financial, insurance, healthcare, retail, travel/tourism, packaged goods, fashion, entertainment, sporting goods, energy and more.

During his career as Copywriter, Creative Director and Creative Strategist, Oliver has received countless major awards as well as industry recognition for creativity in advertising. His work has been awarded and/or recognized by the following: national Clio awards; international London Advertising Federation; OBIE awards; Art Directors Club of New York awards; local, regional and national ADDY awards; Communication Arts magazine’s awards; Print magazine annual; Creativity annual; Art Direction magazine awards; STEP In Design magazine awards; Texas Monthly magazine awards; national Telly awards; Chicago Art Show awards; Dallas Art Show awards; Business Publications of America Association awards; Craftsmen Printing awards;  Printing in America awards; and others.

A Marketer’s Guide to Pokémon GO

By Melinda Hudgins Noblitt | 7.25.16

Unless you’ve been living under a rock (or hiding from political debates and taking a sabbatical from all forms of media), you’ve undoubtedly heard about, participated in, or said the words, “Pokémon GO.”

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In just three weeks, it has completely taken over the world by storm. Sure, it has resulted in uncovered bodies and accidents, but more importantly, Pokémon GO is getting folks up and moving. They’re going outside and together.

The game has done most of the heavy lifting; now all you have to do is get these Pokémon-crazed consumers into your business.

As someone whose only familiarity with Pokémon was “Pikachu,” I sat frozen with my cursor blinking judgingly at me until I finally composed a Facebook status that didn’t blatantly expose my lack of knowledge.

In all fairness, I was posting for a teen retailer whose Pokémon merch was on sale. These kids were going to see right through me.

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Thank goodness for fellow NAMA member, David Waldron, who posted a blog article about this very topic.

Learn How to Use Pokémon GO for Marketing and start making Pokémon GO work for you!

5 Enticingly Healthy Brand Bites

By Melinda Scruggs Gales, Guest Blogger | 7.18.16

There’s lots to love about Nashville. Most of all, we like the many ways to expand your mind, not just your waistline (check out Nashville’s culinary kudos here).

You can’t be everywhere, so we’re serving up nourishment from five healthcare industry events you may have missed. On our menu: Meat & Three, plus Sweet Ice Tea.

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Fried Chicken
Health:Further Quarterly (5/10)

Focus on Interoperability with Jumpstart Foundry, Vanderbilt University, Health System Partnerships, Octovis, Virsys12, and more. To transform healthcare, focus on each patient (customer) as an individual.

We need faster and more affordable ways to connect and use the vast field of existing data in medical equipment, Electronic Health Records (EHR), DNA, insurance claims and more. Accessibility meeting clear standards in a single source of protected digital truth – this is true interoperability.

Quote of the day: “Government sets the floor (through policy), not the bar (our processes) – aim higher.” – Anita Summarth/@ClinovationsGov

Take-a-way: If you’re only striving to achieve compliance, you’ll miss the opportunity to lead.

greenbeans

Green Beans
American Marketing Association (Nashville – #NAMA) Healthcare Special Interest Group (5/10)

Searching for the Elusive ROI with Lewis Communications, Alliance Oncology, LifePoint Health and The Tennessean. With healthcare payments shifting from volume to value, it’s critical to clearly identify what needs to be measured before you start tracking data or you’ll end up with numbers, not data, for decisions.

Quote of the day: “Patients (customers) arrive at your door daily for a number of reasons, be sure you ask them why (gather qualitative or ‘unstructured’ data) and combine that with standardized check boxes (quantitative or ‘structured’).” –Susan Polier, Alliance Oncology

Take-a-way: Don’t ever replace real customer conversation with surveys. The combination will provide a better picture and move you faster to strong ROI.

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Mac & Cheese
Werkshop DIG Seminar (5/24)

How Data Science is Revolutionizing the Art of Marketing with Jim Alcott, Alcott Marketing Science. Most brands have a “persona” in mind when they’re selling, but rarely look at hard data to analyze actual shoppers and their “propensity to purchase.”

When the Shark Tank investor asks for your customer acquisition cost, will you have a researched number or a guess?

Quote of the day: “Easier customer acquisition is not always indicative of true customer value.” – Jim Alcott, Alcott Marketing Science

Take-a-way: Great marketing is a delicious mix of art and science – don’t skimp on either.

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Okra (fried of course)
Mental Health Marketing Conference (May 12-13)

Directing Individuals to Treatment Through Modern Marketing with Lipscomb University, Foundations Recovery Networks, Insight Counseling Centers, Centerstone, and more. This impressive debut event featured quality speakers highlighting the mental healthcare market, now being openly courted as a result of the Affordable Care Act.

All industries can learn how disruption opens doors for opportunity by watching this revolution.

Quote of the 2 days: “We must stop viewing mental health as separate from medical health” – Paul Gionfriddo (via Kriste Goad, Revive).

Take-a-way: Stop looking at a slice of your customer persona in relation to your offer – see them as whole people with many needs in order to build relationships, not a sales number.

icetea

Sweet Ice Tea
Salon @615 Event (5/18)

Steve Case, author, The Third Wave, with Stuart McWhorter and John Ingram presented by the Nashville Public Library Foundation. Sometimes you have to check the view from 50,000 feet (at least) and look at history in order to be visionary about the future.

Understanding how technology caused culture change in waves is critical: Wave 1 – disruption of communication — Wave 2 – disruption of commerce — Wave 3 – disruption of business and everyday life.

Quote of the day: “This new generation will drive change motivated by both profit and purpose.” – Steve Case.

Take-a-way: To be truly successful, stay curious about what is possible and what will benefit others.
Thanks for taking the time to share a digital meal with us. If you’re a successful brand wanting to be heard above the noise, come talk to us. Reach out at elevate@galesnetwork.com

This post originally appeared on Gales Network Blog.

melindascruggs
Melinda Scruggs Gales is Chief Brand Strategist for Nashville-based brand consultancy GALES NETWORK, a proven catalyst for brand clarity, strategy and effective action for clients in healthcare, entertainment, and technology.