Hayslett Group CEO Charles Hayslett was recently asked by Assisted Living Executive Magazine to offer tips on communicating effectively internally and externally with audiences in a crisis. This particular issue focused on natural disaster related crisis. Hayslett, with recent experience in responding and working though this with Sumter Regional Hospital (Destroyed by a tornado in Spring 2008) had personal and appropriate insight.
For more information on Assisted Living Executive go to http://www.alfa.org/i4a/pages/Index.cfm?pageID=4052.
Wednesday, June 25, 2008
Thursday, June 19, 2008
Media, Emerging Trends & Strategic Approaches to Integrating Viral/WOM/BT
Wanting to learn more about how to bring clients into the digital age, Account Executive Katie Little attended a panel discussion on emerging media trends. The American Marketing Association Signature Event focused on all the strategic and interactive on-demand approaches available today.
This event, on Tuesday, June 17, and was held at Steel – Atlanta, an upscale Indo-Chine restaurant located in Midtown. Panelists included David Rollo, director of digital media at 22squared, Olivia McKinsey, president of McKinsey Media, and Chris Tuff, media trendspotter for Moxie Interactive. Moderator Glen Caruso, director of advertising sales at TACODA, Inc., led the discussion.
Caruso opened the discussion by asking how to begin sifting through all these emerging media trends. “It’s like throwing a penny into a fountain, you might hit something or maybe not – that’s the beauty of the Internet,” explained McKinsey.
McKinsey told the audience that you must educate your clients along the way, get them to see the vision and how you will achieve it when introducing them to these new hip-hop marketing techniques such as Twitter or Viral Marketing. It’s much more than simply gaining client approval. In the end, clients will feel smarter, like they were a part of the process.
Is there any rule of thumb for traditional v. digital media? According to Rollo, “there is no ‘x’ and you’ll get ‘y’” in this process. He said that if you aren’t testing your approaches, then you’re not being forward thinking.
For McKinsey’s clients, research verifies gut feelings. That way, she can either confirm or disprove something. Tuff sees many people not utilizing these free tools online, for example http://www.google.com/analytics/, to measure their brands. According to him, that either means 1.) You aren’t listening to your brand or 2.) You aren’t responding.
“You can either be in control or sit back,” said Rollo. There are so many ways to find out what people out there are saying. It is no longer Bill Cosby telling people that pudding pops are good. Instead, it may be a mom as a pudding pop spokesperson. In return, who would moms trust more, Bill Cosby or other moms?
As for how to make the most of all these emerging trends for a strategic 360 campaign, Tuff says to find target audiences with similar needs, wants and interests. Facebook has many smaller, more targeted audiences, giving more opportunities to interact. Tuff encourages people to find out what is being said, look at what these markets are doing on a daily level and engage. Either leverage already existing communities or create your own. “As a marketer, you have to be able to tap into these target audiences,” said Rollo.
Wherever you may be in the user adoption process, Rollo says to start small. Tuff agrees, saying you have to be able to push innovation. New things can be intimidating, but it’s all about taking risks.
Little’s biggest take-a-way from this event was the laid back atmosphere of the AMA event in which people came together to learn how these trends can affect our lives, and clients. Even if we aren’t immediate adopters of all the up-and-coming media trends out there, we should at least be aware of all the available options so we can offer the best possible solutions for our marketing or public relations campaigns.
This event, on Tuesday, June 17, and was held at Steel – Atlanta, an upscale Indo-Chine restaurant located in Midtown. Panelists included David Rollo, director of digital media at 22squared, Olivia McKinsey, president of McKinsey Media, and Chris Tuff, media trendspotter for Moxie Interactive. Moderator Glen Caruso, director of advertising sales at TACODA, Inc., led the discussion.
Caruso opened the discussion by asking how to begin sifting through all these emerging media trends. “It’s like throwing a penny into a fountain, you might hit something or maybe not – that’s the beauty of the Internet,” explained McKinsey.
McKinsey told the audience that you must educate your clients along the way, get them to see the vision and how you will achieve it when introducing them to these new hip-hop marketing techniques such as Twitter or Viral Marketing. It’s much more than simply gaining client approval. In the end, clients will feel smarter, like they were a part of the process.
Is there any rule of thumb for traditional v. digital media? According to Rollo, “there is no ‘x’ and you’ll get ‘y’” in this process. He said that if you aren’t testing your approaches, then you’re not being forward thinking.
For McKinsey’s clients, research verifies gut feelings. That way, she can either confirm or disprove something. Tuff sees many people not utilizing these free tools online, for example http://www.google.com/analytics/, to measure their brands. According to him, that either means 1.) You aren’t listening to your brand or 2.) You aren’t responding.
“You can either be in control or sit back,” said Rollo. There are so many ways to find out what people out there are saying. It is no longer Bill Cosby telling people that pudding pops are good. Instead, it may be a mom as a pudding pop spokesperson. In return, who would moms trust more, Bill Cosby or other moms?
As for how to make the most of all these emerging trends for a strategic 360 campaign, Tuff says to find target audiences with similar needs, wants and interests. Facebook has many smaller, more targeted audiences, giving more opportunities to interact. Tuff encourages people to find out what is being said, look at what these markets are doing on a daily level and engage. Either leverage already existing communities or create your own. “As a marketer, you have to be able to tap into these target audiences,” said Rollo.
Wherever you may be in the user adoption process, Rollo says to start small. Tuff agrees, saying you have to be able to push innovation. New things can be intimidating, but it’s all about taking risks.
Little’s biggest take-a-way from this event was the laid back atmosphere of the AMA event in which people came together to learn how these trends can affect our lives, and clients. Even if we aren’t immediate adopters of all the up-and-coming media trends out there, we should at least be aware of all the available options so we can offer the best possible solutions for our marketing or public relations campaigns.
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