Wednesday, August 15, 2012

Visual Communication

In my years as a CEO and then in my time coaching entrepreneurs at Astia, I can't tell you how many truly horrible PowerPoint presentations I have seen.  I just want to scream, "Hey everyone we are in the 21st century - visual communication is a fundamental skill!"

The fundamentals of visual communication should be taught in every high school across the country.  We communicate today through both language and pictures.  If you haven't learned these skills by the time you graduate college, please take a little time to teach yourself.  I'm not saying everyone needs to be a graphic designer. (Though I do think more people may should hire them.) But just some fundamental layout skills will go a long way to helping your communication with prospective employers, investors, and the media.

As I coach entrepreneurs I invariably find myself having to teach them the basics of graphics design, which is not the best use of my time or theirs. But it is important for their success.  We finally have some amazing tools that let us communicate more effectively than ever before, but for the visually uneducated it actually hinders their communication. A poorly designed slide or graphic confuses the audience and distracts from the message.

Am I going to see your presentation? You can help me keep my blood pressure low and keep your audience attention high by reviewing these resources before you create your presentation:

Great LiveBinder collection of websites on the subject:

Some great books on the subject:

The Non-Designer's Design Book: Design and Typographic Principles for the Visual Novice

White Space is Not Your Enemy: A Beginner's Guide to Communicating Visually through Graphic, Web and Multimedia Design

Tuesday, June 5, 2012

Twitter as a Market Research Tool

So much has been written about Twitter as a marketing tool that I don't want to spend a lot of time on that in this post. But I'll be the first to admit that I love twitter for interacting with our customers every day. We learn so much by watching what they are sharing about our product and where they would like to see improvements. We also get to learn great things about why it doesn't work for some people and why others are such incredible fans.

What I haven't seen written up however, is what a fabulous market research tool Twitter can be. When we first decided to jump into the educational market, I knew very little about that space. So I decided to start following interesting educators on Twitter. At first none of them followed me back, but I didn't care about that because my motive was to learn more about them. I was blown away by the type of information that sped my way 140 characters at a time. Incredibly valuable tidbits such as:
  • Which upcoming conferences were interesting 
  • What was interesting at any given conferences 
  • What was going on for teachers at any point in the school year 
  • What were their biggest frustrations 
  • How technology was having an impact on their professional lives - both positive and negative 
This is the type of information that market research folks would take months to accumulate and here it was flying at me for free! 

After a month or so I could tell you so much about the educational twitter community.  I even had tweets memorized and would quote them to anyone who would listen.  I knew which educational blogs were most respected.  I knew who the leaders were in the community.  I found out who would share new cool technology first (the true early adopters), but also who would really dig in and learn something and share more detailed and nuanced information about new tools.  I wanted to reach both, but I knew that second group would be the most valuable.

Once I started tweeting, I was able to create tweets that would be truly useful to my handful of followers.  But that handful starting re-tweeting and my following grew quite quickly. Then twitter morphed for me from a pure market research tool to a customer communication tool.  Even today, a couple of years later, my favorite thing to do is to share fun things with our twitter community.  I've only met in person a small handful of them and yet I feel like they are our friends and I can have (short!) conversations with them and really learn from their advice.

Not all target markets are as active on twitter as the educators, but I would still highly recommend it to anyone trying to learn a new market, it is fast, easy, and free!

Tuesday, February 21, 2012

The Changing Face of PR

I have been marketing companies since before the internet (can you even imagine what that was like?) But one of the most interesting evolutions has been the changing face of PR. I remember, in the old days, when you would do a product launch. Here is how it would go:
  1. Brief the analysts 
  2. Brief the monthly press 
  3. Brief the weekly press 
  4. Brief the daily press 
  5. Announce to your customers 
With that last little bit, your customers would be thrilled and start planning their upgrades. 
Wow, was that old-school or what?

My current company has never done a single press release. But since we now have more users than any of my previous companies, I started to think about how to announce our latest release in order to generate the most buzz.

My dear friend, Kaye McKinzie, who is always on top of all things PR, introduced me to PitchEngine. PitchEngine is so cool - you build your pitch with pictures and videos, set your announcement date, and hope you draw the crowds. I love this concept!

But back to reality for a minute. With hundreds of thousands of users and people that you don't even know teaching classes on your product every week, you just can't spring a release on them. I'm sorry, but analysts are no longer #1. In fact, I even wonder how important the press is at this point? We feel a need to let our customers know about the changes first. What if someone is teaching a class and the interface changes the next day? How will they feel about our company? What will they tweet about that experience? We spend so much time in our community and understanding their needs and desires. When we create something for them, shouldn't they be the first to know?

So shouldn't industry analysts and press just be following our customers? If they get the news from them, instead of us, isn't it in a more relevant context?  Our customers write amazing blog posts, create YouTube video commercials about us, and build on-line presentations that will knock your socks off.  They don't have the reach of the mainstream press but they have considerably more trust from their audience.

If I pay a PR agency tens of thousands of dollars a month, what will they bring us? I have worked with some fabulous PR agencies and I know the spikes in traffic that they can create, but is that how you build a sustainable business today? If I announce to our customer community first, instead of the movers and shakers, will the press eventually find us? Do I care if they do or don't when our fabulous community is growing exponentially just by word of mouth on Twitter and Facebook?

Share your thoughts with me. Let me know what you are doing for PR 2.0.