Hey Kleenex, stop fighting the environment!

So strike me down if I’m wrong but my prediction is that Kleenex’s brand new product, Kleenex Hand Towels (http://www.kleenex.com/handtowels/), will be off the shelves in less than a year.

I have seen their advertisement on network television frequently over the last week or so and their marketing pitch to convert you from reusing a traditional hand towel (at home) to using their new disposable hand towels is that “hands are only as clean as the towel that dries them.” Well, I probably agree with that but environmentally, they’re bucking the system and my bets are on the system!

I’ll admit it, I’m not the “greenest” person in the world (although working on it) but even the voice in MY head screamed “HELLO???? Isn’t my traditional hand towel that I can wash over and over with my energy star (yes, I do have an energy star) washer/dryer better for the environment? This was my first reaction (and obviously a strong enough one to blog about it).

This entry isn’t about what’s green and what’s not. It’s more about strategic marketing. What is strategic marketing? In the end, it’s about business growth - selling product/services - growing the bottom line. A lot goes into the formula for strategic marketing including environmental influencers of the products and/or services that I’m marketing for my clients.

Environmental influencers are huge and cannot be ignored! Case in point: I have a pharmaceutical client that wanted their sales reps to gain more face time with doctors to increase prescriptions for a particular drug line. After some obvious and not so obvious research, I told them straight up it wasn’t going to happen. Docs are making less and less money and have less and less time and are paying more and more in insurance all while increasing their patient visits to make up for it their losses. And it was only getting worse. These are clearly environmental influencers that are impacting their audience.

Even the best chotsky or incentives (which are highly regulated now) wouldn’t get the reps face time. But what we did find out as result of a survey we distributed to sales reps and docs was that the “best incentive” by far was a medical textbook.

So instead of bucking the environmental influencers in our strategic marketing campaign, like Kleenex is doing against the “green” movement, we embraced it. We invited Docs to attend webinars (on their own time) in return for free drug samples and a medical textbook of their choice. It was a FABULOUS success. So, while we didn’t get what the client originally ordered – face time – we did grow the bottom line and that’s what strategic marketing is!

Kleenex, would love to hear from you! You’re a huge company with super smart marketers. Please tell me how you’re justifying your product that is the opposite of green with your strategic marketing approach that even set off bells and whistles in my “less green/SUV driving” head. Tell me how I’m wrong!

I welcome your comments!

Meg Ferguson, Vision House Marketing

“Extremely smart and effective strategic marketing”

The world moves round in a circular motion…..right?

RIGHT! Motion stays in motion.

So you’re looking to dip your toe into social media? Or maybe you need a pay-per-click lead generation campaign? Or maybe you care about your natural page rankings? So you look for a company that specializes in exactly what you’re looking for. Instead of looking at these as ala carte, it’s not only more economical but a better strategic move to integrate a full circle online program that is all encompassing.

Think about this. You want to implement a search engine optimization campaign to increase your website’s page rank. In order to truly do this, you want to consider article and press release directory submissions. Well, if you’re going to create articles and press releases, might as well spread those messages through you social media campaigns - a one-two punch. And while your social media and SEO campaigns are gaining traction, let’s drive traffic immediately to your site(s).

Everything we do, every ounce of effort has impact on your entire marketing strategy - or at least it should. You should be thinking like this when looking for a marketing firm and when executing a marketing strategy. Even if you truly are looking for a piece of the pie, ask how that marketing firm intends to integrate their efforts into your existing marketing initiatives.

Full circle marketing is the new black! Continuity is key to your message, efficiency and ROI! Motion stays in motion.

Let’s here from you out there! What have your experiences been? I know there are some SUPER smart subscribers to this blog. Share your knowledge!

The fine balance between technology and people.

I had a conversation this weekend with a Navy colleague, a reservist, who owns his own business. He was asking me how to get his new website listed higher in the search engine rankings. I explained multiple ways from natural seo to pay-per-click as well as some easy, obvious things he can do. First I mentioned to pick a URL that is descriptive of the types of services he offers. He responded that his URL was his firstlastname.com. He went on to say that as an artist (he is a photographer) that he was told people resonate more with the artist than general terms like "photography," etc. This brought me to an interesting point that I feel compelled to explain.

While it is true that people (his potential clients) might respond more to the artist’s name, search engines don’t care what his name is. Not to be harsh but the lesson here is to understand the balance between people and technology. Of course you want to give your potential clients what they want and deliver it in the way they want it. But you also need to give the search engines what they need to deliver your content to your audience online.

He can have his cake and eat it too! I told him to keep his firstlastname.com URL and put it on his business cards, etc but buy another URL, for example, GreatPhotography.com and redirect it to his current website. This way, he can brand himself with the potential clients he meets and can give the search engines what they need to help his website rankings.

Keep in mind, this is one very small thing he can do and it won’t guarantee great results but its a start. Investing in PPC or natural SEO is well worth it. Marry that with social networking and pick an online marketing vendor that does it well and you can’t fail!

Would love your comments or experiences! Comment her or feel free to contact me directly at meg@vhmarketing.com.

Until next week, this is Meg Ferguson from Vision House Marketing saying have an effective and efficient day!