Tag Archives: Writing

What Marketing Pros Can Learn From Ben Affleck

Roll out the red carpet. It’s time for Hollywood’s biggest night. Shiny Oscars will be awarded to films and almost every imaginable element of their production. Folks at home will watch and many, like me, will find the live tweets in their Twitter stream more entertaining than the broadcast itself. (The snarkier the better, Tweeps.)

In thinking about the upcoming Academy Awards, I see a few parallels to how modern marketing is changing the role of creative professionals. Ben Affleck, for example, has redeemed his career directing, producing and acting in Argo, the favorite to win Best Picture by many accounts. Although his work on the film did not garner (no pun intended) individual nominations from the Academy, he’s received numerous other awards. Back in 1997, it was his writing that won him an Oscar for Good Will Hunting. I think Ben’s versatility is what they’d call wicked good in Boston.

Like Ben Affleck, those of us who write or create marketing content have to become more flexible, wearing many different hats to execute the great creative work that engages our clients’ target audiences. Good writing will always be essential to communication, but now writers are also expected to think beyond the text on the page or screen. Video especially has exploded as a medium for businesses and organizations to tell their story and reach potential customers. So yesterday’s press release and article writers must be today’s script writers, directors, and in some cases on-screen talent. Photography, social media skills, and an understanding of search engine optimization (SEO) are a must, too.

With mobile technology continually changing, the types of content and digital assets that we’ll be called on to produce in the future will keep changing, as well. (Hello, Google Glass)

I’m ready for the challenge. Now if I could only sing like Adele.

Want Your Business to Stand Out? Join the Crowd

Find common ground with others and grow business together. In one Northwest Florida county, that connection is the beauty and diversity of the natural environment.

There is strength in numbers when it comes to capturing the attention and more importantly the business of your customers and prospects.

Sure, big numbers in your marketing budget can help, but not everyone has that luxury. By numbers, I’m referring to your organization and those around you — peers in your industry, in your neighborhood, in your target market. By identifying others who share something in common with your business and creating opportunities to work together for your mutual benefit, everyone wins.

I recently had an opportunity to do some writing for a print publication promoting a Santa Rosa County, Fla., tourism program, the Beaches to Woodlands Tour. The Beaches to Woodlands Tour encompasses more than 40 events taking place across this Northwest Florida county along the Gulf Coast. It offers something for everyone — locals and tourists alike — every weekend in October. There are marine life encounters, running and cycling events, a golf tournament, hay rides and a corn maze, tiki carving, an automobile show, and dozens more activities. There is even a fox hunt (a subject of which I’d have no knowledge without the Beaches to Woodlands Tour).

Many of the events are fundraisers for local non-profit organizations. Individually they might not garner the publicity that a county-wide program with a concentrated marketing effort is able to achieve. Tour coordinator Karen Harrell does a great job of organizing and marketing the Tour for the Santa Rosa County Tourism Development Council. She utilizes traditional media, the Tour website and social media. You’ll find information here on Facebook, for example.

The organizations’ collective participation makes it a low-cost, high impact strategy to raise awareness for their individual businesses and events, while also promoting the diverse geography and cultural opportunities of the area.

So what does this mean for you? If you want to stretch your marketing and PR dollars, look for opportunities to come together with those around you. Businesses can join with other merchants nearby to lure current and potential customers to a special event. Your local Chamber of Commerce or Economic Development Council may offer these avenues. Conferences and festivals need vendors and sponsors, and they often provide an affordable way to get in front of your target customer base and showcase your organization alongside others in your community. If it’s a cause you’re advocating for, find others who share your position and team up to spread the message. Industry associations and lobbying groups do this daily on the federal and state levels. Whether it is sales you’re after or the hearts and minds of your stakeholders, you never have to go it alone.

How has your business or organization taken advantage of joint marketing or public relations opportunities? Please share your thoughts and experiences in the comments.

Open for Business

 

First dollar collected – July 2012

I am very excited to announce that Amy Minchin Creative is open for business. Earlier this month I left my corporate job of 13 years with a great company to pursue a long time dream of working for myself as a freelance writer and communications consultant. I am hanging out the proverbial shingle. So far I am having a great time meeting new people and working on new projects. I plan to use this blog to pass along updates and insights related to business, communications, marketing, social media or whatever I find interesting. Thanks for visiting and please leave a comment or question any time!