Friedrich_Communications

Closing Up Shop

After over three energizing years in business I'm doing what I thought I never would: I'm closing the doors of Friedrich Communications to rejoin a former employer full-time.

The reasons aren't what you might expect. It's not because of the poor economy.  Quite the contrary.  A number of months ago I had even rounded a corner of increased revenues.

I'm discontinuing my business because an opportunity has now arisen, allowing me to "test my mettle" with exciting, new on-the-job challenges while working toward a masters degree on the side.  Continued education, I decided some time ago, was my next step in career growth.  And this particular combination of work and school seem well-suited to my future goals and present needs.

Friedrich Communications will continue to support existing clients and implement ongoing projects through the end of 2009.  I wish to thank all my customers at this time, however, for the priviledge of working with you these past several years.  I've enjoyed our synergestic successes and wish you all the best in the years ahead!

10 Green Tips for Small Business

Businesses large and small can all take steps to support a healthier planet.

Perhaps there is no better time than this week -- in recognition of Earth Day -- to consider environmentally friendly alternatives within our businesses. Whether looking at marketing plans or day-to-day office operations, practical solutions abound that also benefit the planet.

Here are ten green ideas, several which can help small business owners save money as we work to keep Mother Earth healthy!

1. Save e-mails and other documents digitally, printing only when necessary. Today many copiers allow you to save electronic files in pdf format, perfect for archiving.
2. When paper is required, print office and marketing materials on recycled paper.
3. Down-size your printed collateral. (Done correctly, less can be more!)
4. For sell sheets and similar marketing pieces, use pre-printed “shells” which reduce waste by allowing businesses to create hand-outs "on-demand."
5. When having new material professionally printed, ask your provider about non-toxic inks and off-set alternatives.
6. Utilize more electronic media including Web sites, banner advertising and e-mail to get your message out.
7. For major communications campaigns, opt for targeted direct-mail lists.
8. Plan ahead to avoid air and rush shipping which ultimately result in higher costs and fuel expenditure.
9. Also save fuel as you expand your social network online.
10. Lastly, recycle old office equipment or donate it to local schools. Don't relinquish these cast-offs to our already over-burdened landfills.

For more information regarding these or other green tips, contact me today. Or, to learn more about Earth Day and how you can make a difference, visit EarthDay.net.

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.

Social Networking: It's Not Just for the Kids

Just when I thought I was the only “happening” 40-something business woman out there still trying new things, Pew had to spoil it all for me! I’m talking about adults’ use of social network sites, as researched by Pew Internet & American Life Project's December 2008 tracking survey. 

A relative “newbie” to social networking, I’m hardly the only aging adventurer navigating this new marketing tool ... because according to Pew, “35% of American adult internet users have a profile on an online social network site.”

In fact, Amanda Lenhart, the Senior Research Specialist behind the report, asserts that, “While media coverage and policy attention focus heavily on how children and young  adults use social network sites, adults still make up the bulk of the users of these websites" (emphasis mine). 

Another demographic surprise for me was the number of Hispanic Americans who were social network users: 48%, the largest category. Now, these folks are not my business' target market. But if it were, I know where I’d be focusing more of my communications efforts!

For more information, read the full report [Download PIP_Adult_social_networking_data_memo_FINAL.pdf ] from Pew Internet & American Life Project, or visit their site for more information. And for help in tapping into this market, contact me.

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit BrendaFriedrich.com.

Evaluating Your Marketing Efforts

How do you get the word out about your small business? Are your marketing efforts effective?

If you're unsure how to answer these questions, you might want to consider a quick visit to the SCORE Web site. If you're not familiar with the organization, SCORE is a nonprofit association dedicated to educating entrepreneurs. Among their many online resources, you'll find an easy 5-question quiz designed to help you re-evaluate how you publicize your goods and services. You'll also receive tips on how to reach a larger audience with little or no cost!

SCORE and other business experts agree that "periodic reviews and audits are the best way to make sure you're getting the most out of your marketing dollar." So, even if you've relied on a set mix of marketing materials in the past, don't assume it's still the best bet for the money. You might be missing out on newer, cost-effective ways of reaching your audience!

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.

Blogs Place in Marketing

What's all the buzz about blogs? And where do Weblogs fit in the marketing mix?

If you've been wondering this lately -- wondering if you're missing out -- you might be interested in a recent conversation held by Drs. Ralph F. Wilson, editor-in-chief of Web Marketing Today, and Amanda Wattlington, a Web marketer and founder of searchingforprofit.com.

In the video interview, posted recently on YouTube, Wattlington asserts that blogs "have earned their place at the table," adding that the interactive form of a Web site has "shown itself to be a valuable piece of the marketing communications mix."

Benefits, Wattlington says, include allowing customers to interact with and see a more informal face of the brand. That's aside from providing links -- thus, traffic -- to your business site.

Stepping back from the video for a moment, I see that other industry experts concur. Pattie Simone, writing for Woman Entrepreneur, describes it a little differently. "Think of a blog as 'blue jeans marketing': Where your website wears formal attire, your blog allows for casual conversation and news dissemination."

"Done well," she continues, "a blog is another platform for interaction. It's a laid-back, online vehicle where you can showcase your expertise ... [and] a blog is extremely affordable."

So consider adding a blog to your arsenal of marketing materials. It's one more way to connect with your audience where they are: online.*

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.

FREE New Media Resources for Small Business

In keeping with the theme of OneWebDay which is being celebrated all around the globe today, I'm providing a listing of my favorite FREE Internet resources for small business owners. My focus is new media.

Webinars and online audio are convenient avenues for staying on top of current business tips and trends. As presenters keep a tight focus within the subject matter, audiences can quickly grasp the key points. Plus the new media is user-friendly. It's delivered in small doses (typically a half hour to an hour), and one can usually subscribe to gain access to a program's original airing or return to the host site later to listen to the archived show.

Upcoming. One upcoming teleseminar that looks promising is "10 Strategies to GROW your Business," featuring marketing maven Nancy Michaels. The program will be broadcast Tuesday, September 23rd, 2008 from 3-4 p.m. Central Standard Time. For more information, or to register, visit BareBonesBiz.

Archived. Other favorite sites for free business-related new media include:

1. Online radio available through Jim Blasingame, The Small Business Advocate. Jim's audio archive is massive and comprises numerous topics, such as --
   
   • Business planning
   • Communications
   • Negotiating
2. Webinars hosted at Strategy + Business feature discussions with thought leaders who cover --
   
   • Advertising
   • Innovation
   • Leadership
   • Marketing
     
3. At Cisco's Web Ex, choose from live and recorded webinars covering Marketing and Human Relations topics. You'll hear from industry experts like the American Marketing Association and The Ken Blanchard Companies.
4. And, taking the final spot in my top new media picks for small business, is Career Builder. Webinar archives at this job site are focused on the human side of business and include programs on recruiting and retaining top talent.

Take advantage of free online programming targeted toward today’s entrepreneur and stay ahead of the curve with your small business.

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.

Monday is OneWebDay

Next Monday is OneWebDay, a day to celebrate the Internet and to focus on Internet value and local Internet concerns (such as connectivity, censorship, and individual skills). Founded in the United States, OneWebDay is now a global event with activities being held in New York, London, Singapore and beyond!

During OneWebDay, you'll be asked to helped the Web -- and yourself -- by using a standards-compliant Web browser like Firefox or Opera. They’re free, fast and more protective of your privacy than other choices. You'll also have the opportunity to learn more about issues affecting the Internet and its future.

For more information, or to become involved, visit the OneWebDay wiki.

 

Marketing in a Down Economy

Business owners are finding they need to quickly adapt to the changing spending habits of consumers in a down economy. But how does one tap into fluctuating customer needs with your own tightening marketing budget? Kim T. Gordon, a multifaceted marketing expert and the Marketing Coach at Entrepreneur.com addressed just that challenge in her recent article, "A Marketer's Survival Guide."

In her report, Gordon recommends taking a clue from nature, where she derived four survival strategies. Among these, was her advice for companies to demonstrate their staying power. Gordon noted that this "means sticking to a marketing course that involves clear and frequent communication" and cautioned against "marketing in fits and starts." Strip away the clutter, she advises, and remain focused "on a consistent core message."

Gordon also suggested that appearance counts ... especially now! "It's never been more important to have polished, professional materials," she says, because "business-to-business buyers and consumers alike want to feel they're making safe purchases."

So what should entrepreneurs focus on?

• Your Web site. Make sure it's streamlined and up-to-date.
• Sales and marketing materials. Review all these assets to insure they are free of outdated content.

To read more of Gordon's tips, view her complete article, "A Marketer's Survival Guide" or check out her latest book, Maximum Marketing, Minimum Dollars, at Amazon.

Three Tips for Getting it Right … the First Time

Don’t repeat some of the biggest mistakes business owners make when creating Web sites, brochures or other communications pieces.

Getting it right the first time saves incalculable time and money!

Avoid these top culprits:

Lack of planning. Before you start any communications piece, there are two things you should understand. First, know your target audience! Plan your site around their needs and purchase habits. Second, know yourself, your business or organization! What is your Unique Selling Proposition? What makes you different? Understanding these aspects of your market and your business is key to all your communications efforts!

Choosing style over substance. We all want Web sites, documents and presentations with a professional look and feel. And we should insist on them! But every component — each word and every graphic — should have a purpose. In combination, they should help convey a clear message or reinforce your brand. Don’t settle for fancy fonts that hinder readability. Don’t wedge pictures into every nook and cranny! Remember that visual clutter only distracts from your message.

Going it alone. You can’t do it all by yourself. Just as you rely on professional advice with your taxes, delivering the message about your business or organization should not be left to chance. Choose a provider who can guide you through the steps toward effective communications with Web sites, presentations and printed material that convey the right message and reinforce the strength of your brand.

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.

What Makes Marketing Materials Memorable?

Scientists continue to unlock the secrets of memory at an ever-increasing rate. Researchers in Israel, for example, have been studying octopi for clues on how human brains may store and recall information. Meanwhile teams of psychologists in Indiana are working with college students to unravel the key to information retrieval in relation to study habits. But how do these findings translate into knowledge we can use in creating marketing materials that customers will remember?

Many of the answers are already at our fingertips, including these three critical components.

Observation.

Before your advertising message, your brand or your clever tagline makes its way into our memory centers, it must first be observed. And by observed, I don't mean that your audience caught a split-second glance of it as they scanned a page of ads while flipping through the back pages of a magazine! When I use the term, "observed," I mean that it caught the reader's attention and held it for at least three seconds. So the first rule of thumb for gaining that long-lasting impression you want to want is, get the audience's attention!

Association.

Memory also requires association. In other words, to remember any new information, we must associate it with other information that has already made it into our memory banks. One way to ensure that association occurs is to make your message relevant to the concerns of your potential customers. Address needs that he or she already knows exist.

Visualisation.

Finally, strong memories tend have color and form, even motion. These memories are visual. So, pair your message with appropriate graphics, ones that illustrate or reinforce your key points and add greater impact to your message.

Give your potential audiences something they can remember ... when you address these three areas for impacting memory.

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.