Category Archives: Marketing

Projecting the Right Business Image Today

During the economic boom of the 1980s, the archetypal image of a successful businessman was personified in the character of Wall Street’s Gordon Gekko; sleek, well-groomed, ruthless and with all the mod cons of the era. Whilst some of these characteristics are equally important in the current context, there is now far less emphasis on clothes you wear and the car you drive. An Armani suit is no longer a prerequisite for success, nor is a brand new BMW, when a used Audi from Exchange and Mart serves very much the same purpose. What is evermore vital today, is confidence, communication and a concern for environmental issues. Continue reading

Secrets to Business Success in the Media Industry

Recently, the headlines have been ablaze with comments made by media mogul Simon Cowell, who ruffled some feathers by stating that “the secret to [to being successful in big media] is to be rubbish at school and then get lucky”. Education Secretary Grove quickly denounced Cowell for his “irresponsible and stupid” comments. He said Cowell should be encouraging students to work hard in school rather than throw it all away to plan on getting lucky. Continue reading

Trade fairs – What are they good for?

Trade fairs – what are they good for and could we do without them?

Preparing for a trade show is a daunting affair for it can be make or break for a business. After all, this is the golden opportunity to show off what you can do, an opportunity for the company to put on display their goods and services and shout from the rooftops about what they can offer their potential customers. If there is the potential for large scale customers in the shape of other companies that can put lucrative business their way then the trade fair is the ideal opportunity to put it out there how good they really are. Continue reading

Online Business Calls for Effective Social Media Management

If you are the owner of an online business, you really have a busy life. Every day, some of your works include checking and replying to e-mails, making a few online business updates, writing a few sales materials or shooting out e-newsletters and meeting some colleagues. Online business owners have to ignore most of their personal matters, and contend with the numerous duties throughout the day. Managing all the tasks well is quite tough and challenging. Continue reading

Should You Outsource Your Reputation Management?

It’s like Marc Brownstein says in his article for Ad Age says: “you cannot start a branding effort, then stop, and expect to be successful.” The biggest part of your brand is your reputation (some might argue that these terms are interchangeable) and, unfortunately, many entrepreneurs and CEOs think that reputation management is something that they can do sporadically; whenever they have the time for it.

On the contrary! Reputation management is something that requires constant vigilance. It might sound extreme but it’s true. Some of this is completely within your control. You, after all, are in sole control over what you put out into the world. You can make sure that you always put your best face forward. You can’t, though, control what other people say about you and keeping up with that is a full time job. It’s a job for which you probably do not have time.

It’s no wonder that reputation management is starting to become its own job. Some companies hire in-house reputation management experts whose sole job is to make sure that what the world is saying about the company is accurate and paints the company (or the person) in the best light. Other companies prefer to outsource these duties.

There are all sorts of companies out there that specialize in helping people manage their reputations and build their brands. Brand.com, for example, helps companies both build online presences from the ground up as well as managing what is already out there. Outsourcing your reputation management duties could be the best thing you do for yourself and for your company. Why?

Time Savings

We’ve talked about what kind of time commitment is required for proper reputation management. While it takes only a few minutes to Google yourself each morning, actively managing and responding to things that turn up in a Google search can take days. You have other things to do. Your employees have other things to do. Outsourcing to a company that specializes saves everybody valuable time.

Objectivity

As the owner of your company you are absolutely too close to your reputation to be able to see it clearly. What might feel trollish or like a huge hit that demands a huge reaction could be revealed, by an objective observer, to be something much smaller. Or, the inverse: an objective observer can help you understand when something that you think is miniscule is, in fact, a big deal that requires a big reaction.

Still, there are some drawbacks to outsourcing your reputation management duties.

Expense

Do you have the money to hire a company to help you build your brand and manage your reputation? These services do not come cheap! If you’re on a limited budget, it might be better for your bottom line to simply take your own time in the mornings and evenings to do this work.

Control

How much control are you able to relinquish without getting twitchy? For example, did you break out in a rash when you outsourced your employees’ training? Outsourcing reputation management might prove similarly troubling. If you struggle with your type A personality, keeping control over the management of your reputation might be in your best interest…especially if you’d simply spend all of your time checking up on the company you’ve chosen for outsourcing!

Really, whether or not you outsource these duties is up to you. What makes you feel the most comfortable? What can you afford?