Category: Mindful Marketing

31
Mar

MindSet: A 5-Step Workout for Mental Toughness

When you need a mental edge, toughen up your mind. Here’s how to do it:

  1. Start with a centering breath. Breathe in for six seconds. Hold for two seconds, then breathe out for seven seconds. Controlling your breathing this way is a stress reliever, and it reduces your state of arousal.
  2. Recite a personalized identity statement to yourself in five seconds. A good identity statement emphasizes one of your positive qualities and pinpoints something you want to become, like “I am confident and passionate. I’m consistently excellent every day as a leader, executive, and mother,” or “I care more about my clients and I will outwork the competition. I am a million-dollar salesman.
  3. Visualize your own personal highlight reel for 60 seconds—seeing in your mind three things you’ve done well in the past 24 hours and mentally rehearsing three important things you need to do today.
  4. Repeat your identity statement to yourself for five seconds (see #2).
  5. Finish with another centering breath cycle—breathing in for six seconds, holding for two and then exhaling for seven.

Your mind is now ready to focus and perform.

This excerpt from The Two-Minute Secret to Mental Toughness by Jason Selk in INC magazine.

8
Sep

Perfecting the Four P’s

Essential to your marketing program success is alignment and integration of the “Four P’s” which are Product, Price, Positioning, Placement.

PRODUCT: It all begins with your product—that which you proffer. It could be a tangible item or it could be a service. Either way, it is important to define your product in terms of the problem it solves. For example, my Parfum lets me express myself in a scent and gives an aromatic influence to my day. It is designed, packaged, and presented to meet tangible and emotional needs.

PRICE: Next it is important to formulate your price. The value of your product to your customer is determined by weighing many variables. In addition to consumer factors, each of these need consideration:

  1. product costs—you will need to cover costs in order to have a viable offer
  2. profit target—what is the desired return you wish to achieve
  3. positioning among competitive options—how your product compares to other choices your customer could make to solve the same problem
  4. place of distribution—where your customer gets your offer is a frame of reference for pricing (i.e. convenience outlet, luxury venue, specialty store, etc.)

PROMOTION: This includes a range of activities to gain awareness for your product, to attract prospects and convert them to customers. This includes efforts at the trade and consumer levels: advertising, public relations, events, sampling, and collaborative offers among the possibilities.

PLACEMENT: Place of distribution can affect your overall marketing efforts. For instance my Parfum is available only via specialty stores so it is more expensive than an option I could find at the discount department store and the marketing message will need to deliver a promise of panache.

To best serve your marketing endeavors, the Four P’s need to be integrated and aligned. This will help focus marketing messages and determine other efforts to augment positioning (sometimes considered the 5th P, we touched on positioning briefly while considering facets of pricing). Positioning is how the customer sees your product among the options or solutions considered. The marketing mix must work to align customer perception with the desired reputation you wish to build for your product, brand or company.

9
Jun

TWEET it – increase your social shares

Invite social shares for your next blog post or for a website page by creating a pre-populated tweet link. With this you can generate a hyperlink that automatically posts a twitter message when clicked. Try it!

  1. To create a pre-populated tweet link URL, start with: http://twitter.com/home/?status=
  2. Following the equal sign, add the text tweet message using the plus sign (+) for spaces
  3. Add the URL, bit.ly link, and/or Twitter handle
  4. If you include a hashtag, replace the pound sign (#) with %23.

Here is how the URL would look to add a tweet-it link to this post:

http://twitter.com/home/?status=Just+Tweet+It.+Check+out+this+great+twitter+trick!+http://bit.ly/1uLCiWP+via+@tamaraparisio

Tweet This!

Remember to test the URL in your browser before adding it as a hyperlink to make sure formatting is correct.

26
May

A Bit About Twitter

Social media is on the rise, and it can be daunting. Here are a few tips to help build twitteraderie.

SET UP
Present your brand image consistently. Include images that are indicative of your business.

Header. The measurements of the Twitter header is at least 1500px x 500px and Twitter seems to render png files better with less loss of image quality, so create it as PNG.

Profile. Your profile image should be at least 210px square.

Be sure to include your website and a brief brand message.

THE MEDIUM THE MESSAGE

The primary Twitter audience is young adults. They are interested in news, text updates and links to information. Twitter is good for sharing original and curated content including links to interesting articles or blogs; quotes, industry news, announcements or newsletters, Vine or YouTube videos and event updates. Comments, shares and retweets are a good indication of efficacy.

For twitter, it is good to post daily and as often as hourly. It is reported that 22 tweets per day is optimal.

TWEET FODDER

Here are some idea starters for your twitter feed:

  • Post an event. Share a link to a conference, a webinar, a program of interest.
  • Created content. Link to your recent blog article with an attractive headline.
  • Reflection. Report on a lesson learned or Seen-&-Heard incident.
  • Imagery. Upload a photo worth 1000 words in this arena of 140 characters.
  • Curated content. Post a link to an article you find of interest.
  • Interact. A direct tweet using the @ sign can be a good conversation starter.
  • Retweet. Share tweets from others that you find of interest.

Images. It is good to include an image with your post. The optimal size for a photo uploaded to twitter post is 506px wide by 260px high.

Links. Place links about a quarter of the way through your tweet message for the highest click through rate.

While the length of a tweet is limited to 140 characters for easy consumption across mobile and text, it is best to keep your post between 70-100 characters. A report by Buddy Media revealed that Tweets shorter than 100 characters get a 17% higher engagement rate.

Be chipper. Be chirpy. Be choosy.

10
May

Create Presence & Consistently Present It

Indicative of how an image is planted and then blossoms in the world of your business, here is presented the further evolution of the Logo Design for Elissa Henkin M.A., Advocate and Educational Consultant. In this, the logo is incorporated in the design of business stationery.

Elissa Henkin M.A. | Stationery Suite

Elissa Henkin M.A. | Stationery Suite

Three paper-based items are absolutely crucial to your presence in the marketplace: letterhead, envelopes, and business cards. Along with your logo, these items are the pillars of a well-defined identity.

Though seemingly ephemeral impressions, the subliminal communications value of elegant stationery must not be overestimated. The best stationery works hard to present your image and convey your values in a tangible way.

Traditionally, many of the world’s most successful companies have relied heavily on sharply-focused stationery. Whether you’re starting your business, building your business, or simply trying to stay in business, whatever your field, these three elements of corporate identity are vital for success.

6
May

MARULA Mother’s Day

To honor mom and feature MARULA Facial Oil as a gift option for Mother’s Day, we created this MARULA campaign for April and May asking for shared photos of mom. With this campaign, MARULA created an opportunity for reminiscing and remembering special moments with mom in an unfolding celebration of Mother’s Day.  And we reminded all of the soothing, pampering, protection, and indulgence that comes with a gift of MARULA. Participants are invited to LIKE the MARULABEAUTY Facebook page to enjoy MARULA tips, hints and sharing opportunities.

MARULA celebrates motherhood.

MARULA celebrates motherhood.

Mother's Day Indulgence

Mother’s Day Indulgence

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3
May

A Picture Worth 1000 Words

The right image is worth a thousand words when included to reinforce your brand message. Add a photograph to punctuate your point in a post. Upload an illustration of your topic rather than just talking about it.  Share an example of your work to “show & sell” your expertise. Brand the images and make the photos available for sharing.

When you use compelling images, your message stands out from the rest. In fact, posts with shared images are five times more likely to engage viewers and help build relationships. So post a picture and build a relationship with your ideal clients. Perhaps you’ll find yourself starring on a Pinterest board, and more!

 

27
Apr

A Pretty Perfect Plan

Like any plan, your business or marketing or life plan begins with thinking. Creating your plan is a process to help focus and guide efforts for optimal success with available resources – creating a strategic, integrated and consistent approach to the journey.

The process gives you clarity and focus. Be excited about this journey of discovery. Determine where you are going, and where you won’t go. To do this, you benefit from a Playbook. This life is your show. Let’s #ScriptYourShift and create the plan of actions that serve you in your award-worthy performance.

THOSE SERVED: Understand your target market, competition and industry marketplace

Your Target Market. Who do you help and how do you help them? Spend time and thought crafting the perfect marketing message—that’s time well spent. At the heart of every compelling marketing message are two factors: Who do you serve? And, in what way, specifically, do you serve them better than any of their other options? Answer these two questions carefully, and the rest of your marketing message will flow so much more easily.

Take a look at all solutions your market has to turn to instead of yours. List strengths and shortcomings for each of these competitors. This will assist in answering how you serve the market better.

And, consider the marketplace. What are the trends? Outline opportunities such as new distribution venues or growing demand. And, consider the threats such as growing competition and demand dilution. Address how you will capitalize on opportunity and thwart threat.

YOUR GIFT: Define your USP (Unique Selling Proposition)—your purpose, raison d’être

Here again we look at how you serve the market better than all other options. We boil it down to the core and then communicate it with clarity.

RELEVANT MESSAGE: Develop your marketing messages and ensure the right people are targeted

The way you look has a lot to do with the way people look at you. What you say will make your day, and it will make someone else’s day too! More and more, advertising is becoming advertorial Content Marketing. It is about what you stand for, not what you sell. Informational needs of customers and prospects is the driver. It’s not a proposition, it’s a conversation.

STRATEGIC PLAN: Identify the best marketing mix—most appropriate, cost-effective channels

Social media (and which venues), print, outdoor, cable television, events, and etc. are dynamic channels of communication that offer specific benefits and costs. Take a look and determine the “fat rabbits” to give you the biggest bang for your media buck.

ACTION STEPS: Set out a month-by-month plan of action that schedules your tactical activities then break it down week-by-week and day-by-day

Be consistent. Build your presence and amplify it. Plan around seasonal commemorations and themes, incorporating those that are appropriate. Be ready to adjust with current events and news.

Whether it’s to generate leads, find customers, drive website traffic or build your brand, let’s look at your target market, competitors and positioning then develop a strategy designed to consistently deliver the most compelling message to the right audience.

Set a plan and be ready to revise the plan as the playing field changes.

It is my intention to be iconic in what I do in order to give gifts to my family, friends, and community, plus support the world with ample resources to do it. What is your intention for you?

Create your character, or others will create it for you—concentrate on the image you want to convey and focus your full attention on that image, and that your body will then align with that through your body language, facial expressions, and demeanor.

My why is to be a creative director for our most epic life. I believe we belong to one another. My family is everything to me. My friends become family. And my community is an extension of family. We are each the star of our life, coming together to co-star in the human experience. Each of us has an essential role to play in the story, the epic tale, the saga of the human race.

The audience I serve is primarily small to mid-size female-owned businesses. Clients seek a plan that strikes a balance between personal and professional demands. It is one life. Your plan, your Playbook, addresses your life with a birds-eye-view.

“The most important story you tell is the story you tell yourself.” — Tamara Parisio

And, as with any script, there are times that a scene doesn’t come together as planned. Revise your script—your Playbook is a living document. Take a new perspective and set a new direction for this act. Then carry on with your most epic life journey.

 

2
Apr

Create A Great Day

Be awake. Mindfulness is a cornerstone for  my day. With an awareness of the big picture and the minute details, I approach the tasks of the day. With an understanding of what makes your business unique, I design solutions to consistently present that message to the world. With every action, I remain alert to the opportunities that unfold. It is my pleasure to get into your business.