Fùtbol is what the rest of world calls soccer and it appears as if its popularity is starting to climb in the USA. Fueled by a combination of Brazilian-style celebrations, the success of the USA Men's team, and the power of social media, millions of people in the USA became soccer fans during the 2014 World Cup.
In his New York Times article, "Germany 1. World Cup Fever 1,000," Stuart Elliott shared some of the statistics and engagement numbers for the World Cup sponsors. Literally millions of people tweeted, posted on Facebook and watched special World Cup videos, as well as many of the games.
Ricardo Fort, senior vice president for global sponsorship marketing for VISA said, “We were not expecting to have the interest and engagement in the United States that we did. It was unbelievable.”
According to Adweek, there were more than 55,000 twitter mentions per minute about Tim Howard during his record-breaking performance against Belgium. He added nearly half a million followers during the World Cup tournament.
Sports marketing is particularly suited to today's digitally sophisticated and mobile audiences. By definition, fans are zealous. Fans want to share their passions with other fans and they are willing to engage in real-time.
And the best part, sports marketing is scalable - Visa, Kia and Coca Cola have the resources to sponsor big international events like the World Cup, but smaller companies can be successful as well. The Roasterie has created a coffee flavor in honor of Sporting KC. Grundfos Pumps sponsors the fountains at Royals stadium.
When you are planning sponsorships we recommend the following:
Soccer is poised to take off in a big way in the USA. Smart marketers will figure out a way to take advantage of its growing popularity.
For now, "I BELIEVE THAT WE WILL WIN!"
I have several upcoming speaking engagements (University of Kansas, Society for Marketing Professional Services and The KC Chamber, to name a few) all focused on brand building. Brand building isn’t really that hard to do, but it takes commitment, time, strategic discipline, message clarity and multi-channel integration. After practicing public relations and strategic integrated communications for nearly 40 years, I often find that Mark Twain got it right when he said, “If I had more time, I’d have written a shorter letter.”
In today’s world, I believe you can insert “blog post” or “email” or “speech” where Twain said “letter.” It is in that spirit I share three simple yet profound quotes that, at their core, are the three fundamental elements of brand building.
“Do good, and get caught.”
We all know what happens when we do bad… We tend to get caught. How can you always get “caught” doing the right thing? There’s an art to it, and a fine line to never cross. “Oh, well, the ONLY reason ABC did that was to win points.” Avoid that by being authentic. Truly help people without an expectation of a direct payback. Be genuine about your passion to help repair the world, an organization or a person.
We all know the phrase, “Your reputation precedes you.” We visit an organization’s website and conduct a search before we meet in-person. Your LinkedIn profile is often a top search result when you Google your own name. If you’re a good person, your authentic reputation works for you. And if you’re a bad person, you not only need to leave town, you probably need to leave the planet. We live in a small, interconnected world today.
Rabbi Hillel said, “If I am not for myself, who will be for me? If I am not for others, what am I? And if not now, when?”
Do the right thing, authentically and for the right reasons. And get caught.
“You can’t build your reputation on what you’re going to do.”
This is the only quote I have posted in my office. It reminds me — every day — that what we do TODAY makes TOMORROW happen. It’s the cumulative impact of all your deeds that truly define you.
I wish every elected official truly understood that your reputation is formed in your rearview window. Your actions — not your promises — define your reputation.
In America, we “vote” with our feet and our wallets. Not our mouths. So show up. Do something great for all the right reasons. And your reputation will surely follow.
“The best answer is ‘E', all of the above.”
I’m often asked, “So, should we advertise, get publicity, incorporate the info into an upcoming speech, send an email, post via social networks, or simply make targeted phone calls?”
The best answer, is almost always, “’E’, all of the above.” It’s not about you or me. It’s about how people want to get information in today’s world. Pew Research regularly provides updates on the fast changes underway in how people acquire information. Just think about today’s evening newscast. Some people watch it live when it’s broadcast. Some record it to watch later. Still, others go to the station’s website to see the story. And other people only see it if someone in their social network flags it for them.
Here’s another way to think of this: Sally reads the daily paper when it’s delivered to her driveway. Jimmy reads it online. Amanda sees the social link and clicks through. And Peter hears the excerpt on the local NPR station.
When determining which media “channels” to use to disseminate your story, you’ll miss part of your audience if you don’t use them all. Remember, it’s all about “recipient-oriented communications” which essentially mandates it’s what they need to hear, not what you want to say.
My parting advice for this post is what we often refer to as the “Hippocratic Oath” of marketing: Do no harm to the brand. As long as you work every day to do the right thing as you build and strengthen your brand, you will be successful over time.
Onward and upward!!!Tagged Brand Building, Eric Morgenstern, Morningstar Communications
Whether you are traveling for business or leisure, it's a constant challenge trying to keep up with one's resolutions to eat healthy and stick to diet and exercise plans.
Below are some easy-to-follow tips that will help you stay on track while on the go:
1. Pack your own food for that air or road trip. This will not only save you money (can you believe the price on a bag of chips sold on airlines these days?), but saves you from consuming empty calories too. Protein bars, nuts and sliced apples are great items to snack on.
2. Carry a refillable water bottle. It's important to stay hydrated, especially while on an airplane where the air is so dry. Water helps your skin feel soft and refreshed, too. Of course, stick with bottled water if you are traveling abroad.
3. Avoid fast food outlets however tempting they are. They may be quick, easy and cheap, but they are high in fat and calories, which can be difficult to get rid of as well. Choose to eat lots of fresh fruit and vegetables along with a healthy protein.
4. Choose to sit in an aisle seat if possible. This will allow you to easily get up and move around, stretch and walk up and down the rows. And of course for those umpteen bathroom visits after drinking all that water.
5. Make an effort to be active. Keep your activity levels up all day long. If you are eating more, keep moving.
6. Select which meal of the day you are going to splurge on. If you are planning on having a dinner with your family or a business group during your travels, make sure your breakfast and lunch is lighter on calories. Choose more high-fiber carbs like fruit, veggies and whole grains for these meals.
7. Eat slowly and savor the taste of your meal. Don't just eat to eat. Slow down and taste every bite of your food. This helps your stomach and brain connect and lets you know whether you are still hungry or sated.
8. If you are out meeting colleagues, friends or family on a business trip or a holiday, don't let peer pressure get to you. Just because everyone else ordered dessert or an alcoholic drink does not mean you have to do it too.
9. Moderation is key to everything. It's easy to overindulge while traveling. Eating a little bit of everything you like is much better than eating a whole lot. This way you are satisfying your craving and also staying true to your goals. If you do end up eating a whole dessert plate all by yourself, don't beat yourself up and skip the desserts for the next few days of travel.
Don't panic when those vacation pounds show up on the weighing scale. Once you return from your travels, continue to drink water, and resume your normal eating habits and regular activities. Then you'll realize much of your weight gain will melt away within a few days.Tagged Morningstar Communications, Suchitra Kamath
Take a moment and think back to your greatest accomplishment. How did you do it? How did you succeed? Whether it is running a half marathon or building a successful business, achieving a goal can seem like a daunting task when you first commit.
Long-term achievements do not happen overnight. Earlier this year James Clear, world-known health advocate and entrepreneur, posted an article where he describes how almost every habit we have – both good and bad – is the result of many small decisions over time:
“Most people love to talk about success (and life in general) as an event,” said Clear. “The truth is that most of the significant things in life aren’t stand-alone events, but rather the sum of all the moments when we chose to do things one percent better or one percent worse. Aggregating these marginal gains makes a difference.”
While forming a routine that produces good habits can be easy, it is just as easy to fall into a routine that creates bad habits. Although a decision does not seem “bad” at first, as time goes on the gap widens between those who make slightly better decisions on a daily basis and those who don’t.
Think about it this way: Every night before you go to bed you promise yourself you will wake up an hour earlier to go on a run. But, when your alarm clock goes off, you hit the snooze button and go back to bed. Every now and then taking one day off to catch up on sleep will not make a huge difference, but by repeating this behavior over time, you will continue to slip while others improve.
You can learn a lot from Clear’s philosophy. Here are three valuable lessons to help fulfill your ambitions both at home and at work:
I am a very motivated person and I take pride in accomplishing my personal goals. It is difficult to understand that success does not happen instantly, but once you finally succeed and look back on your journey, you realize all the challenges you faced seem insignificant compared to the victory.
What small improvements will you make to achieve your goals?Tagged Goals, Improvement, Morningstar Communications, Philosophy, Success
As technology develops, so do communication methods. While a phone call was once the go-to approach for contacting a family member or friend, our desire for convenience, combined with the growing capabilities of cell phones, gave way to texting. But the communication shift hasn’t stopped with quickly typed messages –emoticons hit the market some time ago and are a communication trend that hasn’t faded.
Last week Unicode released a list of more than 250 new emojis to be added to smart phone users’ keyboards of animated pictures. This list inspired interest, excitement and even some lighthearted backlash from emoji enthusiasts. Mashable recently published an article titled, “The Fight for a Hot Dog Emoji is Heating Up,” discussing the disappointing absence of a hotdog in the newest batch of emojis.
With all the anticipation for the latest and greatest emojis, I began to think about the technological transitions we have made as I have grown up, and the effects they have had on communication. Small, animated icons can’t possibly convey the messages and emotions we are trying to express. Is using an emoji really better than writing out what we need to say or even simply saying it on the phone?
I believe there are three reasons for the success of emoticons for smartphone users, particularity in the millennial generation:
We live in a fast-paced world. Emojis take a second to send and have the ability, for the most part, to convey our desired message. For example, if all that needs to be said is “sounds great,” we can simply send the thumbs-up emoji from the recently used keyboard.
2. “A Picture is Worth a Thousand Words”
Pictures have the ability to capture moments more easily than words do. We have an innate understating of many visuals and can make an instant connection with them.
Not only do emojis save time, they also offer a little fun to the everyday messages we pass around. After all, who doesn’t love sending the heart-eyed smiley face?
The most important thing to remember as technology continues to evolve though is to not lose interpersonal communication skills. Save time by sending your best friend an emoji every now and again, but don’t overlook calling or stopping by for a visit.
The ability to communicate effectively will never go out of style. Communication trends will come and go, but it is important to be a master of all types, whether it be e-mail, phone call, text or in person. Excelling at all forms of communication will help you experience both personal and professional success.Tagged Communication, Emojis, Mashable
With content marketing, B2B companies have a tremendous opportunity to position themselves as thought leaders, develop more qualified leads, and ultimately drive sales and increase revenue - especially because only 16 percent of B2B companies currently use content marketing strategies, according to AdAge.
For B2B businesses just starting to think about how content marketing might work for them, here are five tips to get you started:
1. Ensure crystal clear positioning. Buyers today start their searches online, and the only way to make the consideration set is through clarity about your company and your brand.
2. Build a strong list of prospects. Ideally, your prospect list includes more than 3,000 contacts. An effective content marketing program will segment, draw in and help qualify these prospects into solid leads for your sales team.
3. Constantly create content. Regularly update your website with fresh content you create. Blogging is a great way to achieve this, but don’t overlook other opportunities to add fresh information for prospective buyers, and make sure it’s optimized for search engines.
4. Integrate your website, CRM and marketing automation program. The only way to measure success – tracking and qualifying prospects as they funnel through your system – is to integrate your technology. This helps you customize campaigns, see which contacts interacted with your campaigns, and maintain an accurate history of every touchpoint, so you and your sales team know what is working.
5. Focus on measurement. Constantly improve your content marketing efforts by measuring success. From progressive profiling to lead scoring, you’ll gain a wealth of information on what works, and what ultimately drives purchasing decisions.
With a strategic and well-thought-out approach, B2B companies can begin to take advantage of the powerful results content marketing offers, something consumer companies have successfully leveraged for the last couple of years. Why wait?Tagged Content Marketing, Marketing Automation, revenue marketing, Strategic Communications, thought leadership
In recent years, entrepreneurship has been a hot topic. Towns and cities across the nation scream "shop local" more than ever before. Kansas City touts its hotbed of startups and commitment to entrepreneurship. However, is all of this spirit for naught?
The Kansas City Star recently reported, "Startups of new businesses, which are historically the key source of new jobs, are at their lowest point in 30 years. They’re occurring so sparingly that U.S. businesses are now dying faster than they’re being born."
After personally observing entrepreneurial trends and startup buzz since the Great Recession, this was a shocking read. It affects all of us - aspiring or current business owner, or not. Entrepreneurial mindsets should be instilled in each of us. You do not have to start or own a business to think like an entrepreneur. More sporadic sparks of ideas and influence can help boost our economies.
So, if we don't necessarily want to start a business, what can we do to enhance entrepreneurial thinking? The following are some ideas all communities can embrace - whether urban, suburban or rural:
One of Morningstar Communications' clients, Youth Entrepreneurs (YE), provides students with hands-on experiences to help them become contributing members of society. One of the major components of the program is the development of a business plan, which empowers students to think critically whether they want to start the business or not. These types of skills and knowledge enable them to add value to society, especially after they walk away with a greater understanding of economics and business.
Beyond the classroom, YE students network with local business leaders at YE-sponsored professional development events and engage in summer partnerships, or internships, with local businesses. YE even offers its alumni opportunities to stay involved and encourage entrepreneurial thinking, including personal counsel and YE Academy. According to a survey by YE, 96 percent of YE students said they expect to apply the information they learned in class to their future education and careers.
Even if your city doesn't offer a similar organization in its local schools, don't be afraid to pitch the idea of entrepreneurship and general business education to your school board. Chances are there are other people in your community passionate about entrepreneurship and education. Recruit people to help you build the organization from the ground up, or at least ignite passion to institute similar classes in high schools and colleges.
Challenge yourself. Be interesting. Inspire others.
Training your brain to embrace new endeavors is a challenge within itself. But remember, change is what propels our society. Risk taking creates eventual successes. The most exhilarating stories don't arise from businesses being stagnant; and leaders aren't born until they've conquered their fears and overcome their failures.
Personally, I like to challenge myself at work. As I get ready to head into the office each morning, I think about everything on my to-do list and think of what I can do to go outside of my comfort zone but still be strategic and deliver excellent account service. On the weekends I strive to cook a new meal or try a new dish at a restaurant in an effort to navigate away from my palate of a nine-year-old.
Run an extra mile today. Pick up a new hobby. Reach out to the person who gave you his business card. Then tell people about it. That encourages idea sharing. And guess what? A new company can sprout from just about anything.
Even if you don't dream of starting a business yourself, it is still something to respect and encourage. Spread the word about how important it is for our economy. Educate yourself on logistics, even if you're an entry-level person who doesn't foresee having to manage budgets and accounting.
"In the new economy, information, education, and motivation are everything."
Increasing our smarts is the best thing we can do for ourselves, our communities and our country. What are you going to do to think like an entrepreneur today, tomorrow and beyond?Tagged Bill Clinton, entrepreneurship, Hannah Babcock, Morningstar Communications, YE, Youth Entrepreneurs
The World Cup is among the world's largest sporting events. More than 600 million people watched the final game in 2010. Schools all over the world cancel their traditional classes so that their students can watch key games.
In a recent story on NPR, Jason Beaubian, NPR's Global Health and Development Correspondent, said "[Soccer] is a simple sport that transcends language, that spans the world in a way that very few other human activities have."
The World Cup is a tremendous opportunity for brands to reach their target audiences. Here is an homage to some of the best World Cup themed videos.
Children dream of becoming Lionel Messi, or Christiano Ronaldo, or even Clint Dempsey and in this short video Nike has done an exemplary job of capitalizing on this universal fantasy.
In this video sponsored by Beats, I literally feel the pre-game tension as some of the world's greatest soccer players prepare to compete.
My favorite video is Coca Cola's The World is Ours, and according to AdAge I'm not alone. 60% of all respondents selected Coca Cola as the runaway favorite World Cup anthem. What I like so much about this video, besides the fact that it's fun music and great visuals, is that it is so true to the Coca Cola brand. The world really is filled with 7 billion stars. There are many versions of this video, but this is my favorite because it shows a little bit of each one.Tagged Morningstar Communications, Shanny Morgenstern, World Cup
My colleague, Hannah Babcock, recently posted an interesting article on marketing automation to the Morningstar Communications Facebook page. AdAge reported only 16 percent of North American b-to-b companies use marketing automation technology, according to a new study by SiriusDecisions. That means there are plenty of opportunities for b-to-b companies to grow in this space.
Marketing automation technology is a key ingredient in a robust content marketing program, which has become increasingly important as the b-to-b buyer journey continues to change, as illustrated in the following HubSpot graphic.
In order to meet the changing needs of b-to-b customers, we’ve found successful companies call upon the following strategies:
• Enhance their traditional marketing and sales
• Create a more robust digital solution
• Adapt a revenue marketing strategy
Use of digital marketing ingrains measurement into your process, allowing you to measure clicks, score leads and take leads through the marketing funnel for the hand off to sales. Revenue marketing leverages content from all channels in the four-channel media model and aligns sales and marketing to fuel growth.
Combined with content, content and more content (at least 3,000 words a month to be exact) these three strategies will help you talk to your customer where, when and how they need in order to move them through the b-to-b sales funnel and ultimately grow your business.
Organization is essential to success, and we all have our own styles. Tech-savvy people tend to prefer digital organization on a laptop, tablet, smartphone, etc., whereas others choose a more visual, hands-on method such as jotting notes on colorful Post-it notes.
My forte is list creation. I make them for everything. It is getting to the point where I need a master list to keep them organized. My “fun” category typically involves my bucket list, a list of outfits to wear to work, and my personal favorite – a list of activities to do this summer (which include Royals baseball games and a search for the best patio in Kansas City to spend my Sunday afternoons).
The other category, which includes everything related to work and school, is a never-ending to-do list. Time constraints and deadlines consistently surround the communications field and success requires a certain level of organization. My method of staying organized is simple: Write it all down otherwise I will not remember it, let alone do it.
It is no secret that regardless of how closely we plan out and prioritize our tasks, there is always a chance that something will come up and prevent the completion of other tasks. However, Victor Cheng, co-founder of Entrepreneur-to-CEO Mastermind, offers the following simple steps to help you focus on what’s most critical:
1. Sort your list in descending order. Start with the tasks that have the highest priority at the top and the lowest priority at the bottom.
2. Draw a line through the middle of your list. Split the list in half with the most important tasks and upcoming deadlines at the top.
3. Spend four days a week working on the top 50 percent of your list. In order to prevent accidentally dropping the ball on any of your tasks, focus on the first item on the list and finish it completely before you start the next item. If you find you are unable to complete a project until something else is done first, move on to the next item that became a higher priority.
4. Spend one day a week on the bottom of your list. You will find that some tasks remain at the bottom half of your list for many weeks at a time, depending on their urgency.
Tagged Kelsey Wolf, Lists, Morningstar Communications, organization, Planning, PR, productivity, public relations, tips and tricks, To-Do
So, what are you waiting for? Take a few minutes at the beginning of the week and plan a to-do list, but anticipate time for projects that were never on your list to begin with.