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Foster Marketing may have new ownership, but we look the same! It has been an interesting journey, and George Foster took time recently to discuss the transition with Strategic Talent Management. It is definitely worth a listen!

LISTEN TO THE PODCAST HERE

Business efficiency shows how effectively a company creates products and provides services relative to the amount of money and time required to make this happen. Simply put, it illustrates the relationship between output and input.

The goal, of course, is to maximize your outputs while minimizing your inputs. To be successful in this formula and in business, you must make the most of your existing resources – be that technology, tools or talent.

Does making an effort to evaluate where you are today and make a plan to improve efficiency seem like a waste of time ... or just more busy work that sucks from your time each day? A business that improves its efficiency reduces waste, creates higher profits, builds a more productive – and satisfied – team members and even more satisfied customers. See your key goals on this list? Then read on for where to start evaluating your current efforts and making positive changes.

Here are some ways a business can improve efficiency:

  • Provide the right tools: This could be new software or a training program for employees. These may pay for themselves as a result of improved sales or productivity. At Foster, we highly encourage testing out new tools to allow team members to better collaborate, brainstorm across multiple offices and track and share wins. Within the past year, we’ve implemented at least three platforms that are hitting all of these marks.
  • Know what to cut: Analyze your processes and operations and look for ways to reduce complicated or redundant processes or procedures. In an Artificial Intelligence (AI) powered world, automation is a powerful tool to leverage. AI can streamline everything from typing your voicemail and meeting notes to sending out weekly and monthly reports.
  • Delegate: Don’t put too much work on too few people; spread the work around. Again, tools that help teams collaborate may be the answer here. Also, training is key so your backups have backups. At Foster, we hold Brown Bag sessions where staff can request training on a topic and all are invited to attend. Through this effort, we’ve quickly increased our depth of knowledge by four (4) times.
  • Shorten your meetings each week: Make them focused and to the point. Overly long meetings cut into productive time. Sometimes, a quick 10-minute touch base can be just the thing to keep a project moving. Or, maybe a 30-minute download on all team efforts is a better fit. Perhaps an online real-time project management solution is better to eliminate a few meetings each week. In general, keep your team’s needs in mind, and if meetings are causing stress because you do not have time to actually work, try a new approach.
  • Reduce multitasking: Give employees uninterrupted time to focus on one task at a time. At Foster, admittedly, we do a lot of multitasking because that is how we are wired. However, for detailed project work, our team has the freedom to safeguard time slots in Outlook to focus completely on projects. This not only allows our team to do their best work, but also, they are more productive because they have some control of how they will hit deadlines. Also, we highly value think time, allowing our team to ponder new solutions for us and our clients.
  • Keep morale high: Make your employees feel that they are valued by the company. Provide constructive feedback and reward employees for a job well done. Foster has always put an emphasis on this, whether it is through growth opportunities, profit sharing or perks ... like hosting our corporate meetings on a Thursday and Friday in sunny Mexico so our team gets a fun-filled tropical weekend.

Want to jump start a team or personal training effort this week? Growing certain business skills is an important part of a company’s overall efficiency. Here are some key growth areas for developing your business skills that may be worth spending time on in the near future.

Visit LinkedIn Learning and do a search for more of the following – or just do a Google search – and jump in.

  1. Time management
  2. Team-building
  3. Analysis
  4. Negotiation
  5. Problem solving
  6. Sales and marketing
  7. Financial management

These skills are a fundamental component of operating and managing a successful business. Cultivating these skills personally and within your team will help increase productivity and profits, maintain a positive company culture and build and maintain a strong customer base.

Want a quick way to make your marketing efforts more efficient? Call Foster Marketing today to get us onboard to create an integrated marketing communications plan and watch the action items being checked off your list. Call us at 281-448-3435 or email us today.

Foster Marketing, a full-service marketing communications firm serving the global energy and industrial sectors, has promoted Dustin Ponthieux to event manager. Ponthieux will be responsible for coordinating and managing trade shows and client events in the U.S. and overseas. Prior to joining Foster in 2021, Ponthieux coordinated more than 250 events for Oklahoma State and Ragin’ Cajuns athletics programs. Ponthieux also served as a Marine Corps Security Guard at the U.S. Embassy in Qatar, Singapore and Russia. Foster Marketing’s president and CEO, Tiffany Harris, said, “As a native of South Louisiana and based in Houston, Dustin is no stranger to the energy, industrial and utility industries and brings a can-do attitude and energetic approach to his work. Dustin provides a high level of detail and agility to the planning and implementation of each event, giving our clients peace of mind and an earned level of trust.” Ponthieux said, “I have enjoyed, and learnt a great deal from my experiences in event management in the last few years, and I look forward to tackling the challenges and enjoying the successes with our event clients through 2024 and beyond.” Ponthieux holds a degree in business marketing with a minor in international business from the University of Louisiana at Lafayette.
Multitasking is often difficult when handling a wide range of projects, but it has been known to improve productivity, efficiency and overall satisfaction in a professional work setting.

Multitasking Techniques

  • Pomodoro Technique: Use a timer to work on one task for 25 minutes with short breaks in between to boost productivity and decrease mental fatigue.
  • Task Batching: Group together tasks that require similar mindsets or resources to minimize context switching.
  • Automate Repetitive Tasks: Utilize tools and automation to handle repetitive tasks and free up your time for more strategic activities.
  • Use Productivity Resources: Research and explore apps or software designed to improve focus, time management, and project tracking.
These tips may seem small, but they can make a huge difference in your day-to-day workload!

KPI seems to be the latest buzzword making its way across boardrooms and project updates. Maybe it’s because budgets are being more heavily scrutinized so marketers feel they need to prove the value of every spend. Maybe it’s because more people are still working remotely so we now live in a land of shareable dashboards. Maybe it’s that the digital tools we are using seem a bit savvier with the recent AI push. Hopefully, it is because business leaders are looking to amp up their game and are planning to use KPIs to create their playbook.

Key performance indicators (KPIs) can be a lot of things, including strategic, operations-focused, company-wide, department/division-specific, looking back or predictive. What they are not is a one-size-fits-all method of reporting wins. Strategic marketing goals, business objectives, timelines and audience targets are unique, so pulling a set of KPIs off the web will be neither key nor indicative for your company. Instead, your company’s KPIs should be, like it says, key to your company. And, setting a company’s KPIs should not be something done once and then forgotten. Just as your company goals change, so should your KPIs. So, where should you start? Here are some suggestions.

 

Setting Your KPIs

First, take a look at your organization and its needs. How do people use information? If your team receives monthly reporting and never spends the time to review it or it doesn’t offer any value to them when they do view it, consider keeping your KPIs clean and simple and present them in a highly visual, 5-minute review format. On the other hand, if your team lives for the four-mile-long spreadsheet delivered to their inbox each month that shows every cent won and lost, your KPIs can likely be more complex and presented with a greater depth of data.

Second, and this is the most important step, pull out your strategic goals, likely for the upcoming quarter. Assuming you have SMART (Specific, Measurable, Attainable, Realistic, and Time Specific) goals that you are working toward, your KPIs should pair with these deadline and quantitative goals. Reminder: not everything can be key, so you should keep your list of KPIs to a reasonable amount.

Third, determine how you will consistently track these identified KPIs. Note, you must be able to track each KPI over time using the same method to get a clear picture of trending. Then, determine how you wish to show and share these performance indicators and how often (i.e. monthly, quarterly, or yearly).

Finally, and here is the step often forgotten, decide who will take ownership of managing actions based on KPI outcomes. For example, often we see trends sliding downward indicating action is needed. A champion needs to be assigned to get the ball rolling on adjusting your goals and KPIs or evaluating what action needs to be taken to improve performance quickly.

Other KPI Methods

If you are so focused on day-to-day operations that you don’t have time for big-picture thinking, build time in your schedule immediately, but in the meantime, you can set operational KPIs. These usually focus on sales pipeline or customer engagement data. For example, you could monitor the number of meetings set per week, the number of bids submitted, the number of new sales per month, total sales revenue or satisfactory customer service surveys. Many of these KPIs come pre-baked into tools such as HubSpot. You can also focus on engagement factors such as open rates on emails, surveys completed, and social media likes and followers.

More than Win and Loss Reporting

Qlik, a company that works in complex data landscapes to bring about strategic outcomes for businesses, suggests using a mix of lagging indicators and leading indicators in KPI planning. A lagging indicator shows you what happened in the past but a leading indicator can help you make educated predictions on what could happen. For example, a lagging indicator might be the percentage of users who clicked a button on an online ad campaign in the past quarter. A leading or predictive indicator might be a decline in the number of mobile users on your sites last quarter, for example, which could significantly impact your plan to launch a mobile product training academy next quarter.

Investopedia illustrates this difference, noting that leading indicators help you forecast or predict future movements and actions while lagging indicators show you the results of what happened based on your previous actions. Considering your KPI data in both such manners can help you be more strategic in your marketing communications planning, from selecting the channels to use to deciding which content generation activities you commit time, talent and spend t

Key Takeaways

  • Change how you look at and use KPIs (and your general reporting) to make these efforts more about informing your future actions and seeing the impact your efforts made versus only showing wins to justify the spending.
  • Company A’s KPI will not be the same as Company B’s, even if they are in the same industry, geographic market, etc.
  • Link KPIs to your strategic planning and SMART goals.
  • Re-evaluate your KPIs quarterly to see if other indicators are more key to your organization today.
  • Avoid KPI overload, especially if too much data makes your team delete your emails. Be brief, specific and visually display data when possible. Consider making your KPIs fit on a single page so a viewer can get a good feel for what’s happening in 5 minutes or less.
  • Be consistent with your KPI reporting. This is big. Four people can show a key piece of data in four different ways. Make sure you track KPIs using the same method, over the same period, no matter who generates the reporting.

 

Need help crafting your KPIs and determining your next steps based on these indicators? Call the Foster Marketing team today at 281-448-3435 or contact us via our website.

Foster Marketing, a full-service marketing communications firm serving the global energy and industrial sectors, has promoted Anna Scordos-Brooke to vice president of public relations. Prior to her promotion, Scordos-Brooke served as Foster Marketing’s director of public relations based in the U.K. and has more than 18 years of experience writing for oil, gas, and other industrial publications. Before joining Foster Marketing in 2013, she served as editor of global publications including Oilfield Technology, LNG Industry and World Coal. As vice president of public relations, Scordos-Brooke will be responsible for working with all clients to devise comprehensive public relations strategies; develop integrated thought leadership plans; and implement the various initiatives globally. She will also work closely with clients and the media to write and distribute in-depth technical and executive leadership articles. Foster Marketing’s president and CEO, Tiffany Harris, said, “Anna’s technical writing background, industry knowledge and global perspective is a great asset to Foster Marketing and to our clients. As the landscape of traditional PR and industry media continues to evolve, Anna’s ability to identify and develop thought leadership and problem-solving content that creates engagement is priceless for Foster Marketing and our clients.” Scordos-Brooke said, “I am grateful for the opportunity to work closely with so many talented and motivated colleagues and clients, and enjoy seeing our combined efforts consistently realize excellent PR results. I look forward to continuing to grow on our successes in my new role.” Scordos-Brooke holds a degree in English and American literature from the University of Warwick in the U.K.
Foster Marketing, LLC, a full-service marketing partner, providing guidance in integrated marketing communications strategies, branding, digital marketing, public relations, trade show and event marketing and advertising, is accepting resumes for Interns in its Houston or Lafayette offices.

RESPONSIBILITIES

Interns are offered a unique opportunity to learn and build a portfolio of work in multiple marketing disciplines including digital, public relations, result tracking, event planning and much more. Foster Marketing will put your skills to work while introducing you to new opportunities to broaden your career path. Intern frequently participate in learning opportunities, brainstorming session, campaign planning and many digital marketing and content generation efforts for Foster and our clients.

REQUIREMENTS

An educational background in marketing communications or digital marketing is encouraged. We’re looking for self-starters with high energy, initiative and creativity. We encourage employee engagement and growth, including; quarterly team-building and annual offsite events; staff mentoring opportunities; paid training opportunities; and ongoing continuing education to advance your skills. Additionally, we support our team getting involved in our communities and professional organizations. Qualified, interested candidate are invited to submit a resume here.

Apply Today

    Foster Marketing, LLC, a full-service marketing partner, providing guidance in integrated marketing communications strategies, branding, digital marketing, public relations, trade show and event marketing and advertising, is looking for an Digital Associate in its Houston or Lafayette offices.

    RESPONSIBILITIES

    The Digital Associate is responsible for assisting in the integration of digital initiatives into the overall marketing communication strategy for both clients and Foster Marketing. The Digital Associate assists in building campaigns and digital programs that focus on meeting specific and measurable objectives. This person works closely with firm’s internal account teams to identify strategic digital opportunities. This person assists in planning, scheduling, executing, maintaining and measuring digital initiatives including websites, digital advertising, social media, search engine optimization and email marketing campaigns, as well as other emerging technologies.

    REQUIREMENTS

    Experience in marketing communications or digital marketing is encouraged. We’re looking for self-starters with high energy, initiative and creativity. The position will report to the Vice President of Digital Services. We offer a full benefits package and we encourage employee engagement and growth, including; quarterly team-building and annual offsite events; staff mentoring opportunities; paid training opportunities; and ongoing continuing education to advance your skills. Additionally, we support our team getting involved in our communities and professional organizations. Qualified, interested marketing communications professionals are invited to submit a resume here.

    Apply Today

      According to a report from the Harvard Business Review, adding a touch of emotion to your content can have an impact ... and maybe even spread your message like wildfire. Emotion makes an impact so a message will stick with us longer, whether it hits close to home or makes us a little angry or uncomfortable. The point is, it stays with us. And maybe, in the case of social media in particular, it makes us want to share it. Here is the true power of emotion. When you get viewers invested enough to share content, you can reach beyond your usual audience. What do you feel when you look at this scene? Can you relate to the emotions portrayed here? Harvard Business Review noted one such successful example of this theory in action, Dove Real Beauty campaign (Dove Real Beauty Pledge). If you remember these, and you likely do, they made an impact because we knew women like this or were women like this. This touch of emotion hit big for Dove ... to the tune of 30 million views in 10 days and 15,000 YouTube subscribers within two months. Strike an emotional chord, it can’t hurt.
      In December, it is always fun to look back and reflect on the past year. We relive the wonderful memories made, enjoy the accomplishments and walk away with a new perspective for the coming year. As we share a look back at 2023, through the eyes of our team, we hope you can find as many things to be thankful for and embrace all that 2024 will bring. Merry Christmas from our family to yours, and many blessings for a prosperous new year! So, if your to-do-list for 2024 is a little overwhelming, our team of marketing professionals is just a call or click away. Let us be your proactive partner, help accomplish your goals and then track your success. Call 337-235-1848 or email us.
      Being innovative is certainly not easy. It takes a lot of creativity to generate fresh and original ideas. Sometimes you need a hand to get those imaginative gears turning. Here are a few tips on ways you can get your creative juices flowing:

      A Quick Burst of Ideas

      Brainstorm ideas with your team in a 5-minute to one-hour exercise. Storyboarding, mind mapping and word banking are all great ways to generate quick ideas. Check out the Fostering Connections tip on brainstorming with a remote team using Miro. Tools like these can present new ways of problem solving as a team, such as using a fishbone diagram.

      Exercise Your Skills to Prevent Mental Blocks

      Participate in a 30-day creative challenge! By challenging your creative mind and continuously working on your skills, you may be able to prevent future mental blocks. Just like physical exercise, mental exercise is important. There are many creative challenges available online, some are social or made for teams while others you can do alone. One of our team members is currently doing a 100 days of motion design challenge! The key is to create an easy schedule and commit yourself to a few minutes a day.

      Shifting Perspectives

      Another way to inspire creativity is to alter your perspective. Have you ever tried to draw upside down? Sometimes, looking at things through a different lens can help you see more clearly. There are many difference games and challenges to help you step into a new view. Remember this branding exercise? Challenge your perspective by rewriting the ending to your favorite story or coming up with a fun way to sell a random object on your desk!

      Less is always more!

      In a world where the vast sea of media platforms and channels quickly becomes information overload, capturing the attention of your viewer can be tricky. You may only have one shot to grab the interest of your reader. Make sure to keep your content clear and concise. Readers rely on captivating visuals and powerful headlines to get the message across quickly and accurately before they move on to the next item.
      Gathering, sharing, laughing, watching football … all parts of a perfect Thanksgiving celebration. But, we all know the real star is the food! Appetizers, treats, sides and desserts all support the main course and we are here to share our favorites with you! Our team had fun gathering these recipes and we hope you enjoy making them as much as we do! Download the Foster Marketing Cookbook with some of our holiday favorites, including:
      • George’s Holiday Favorite – Maque Choux
      • Natalie's Winter Comfort – Slow Cooker French Dip
      • Tori's Cup of Joy – Crockpot Chicken and Gnocchi Soup
      • Dustin's Low Calorie Comfort Food – Quick Corn and Shrimp Soup
      • Elaine's Mouthwatering Tacos – Crockpot Birria Tacos
      • Gary's Steal the Show Entrée – Bang Bang Shrimp
      • Kelsey's Praised Party Favor – Spinach Artichoke Dip
      • Megan's Out-of-this-world Dip – Corn Dip
      • Tiffany's Holiday Helper – Wassail
      • Kristy's Dessert Hack – Easy Apple Turnovers
      • Katie's Pick-me-up – Coffee Bundt Cake
      • Gage's Family Favorite – Chocolate Delight
      • Darlene's Delicious Dessert – Chocolate Éclair Cake
      • Anna's Decadent Delight – English Banoffee Pie
      • Tiffany's Sweet Addiction – Toffee Chex Mix
      >> Download Full Cookbook! Happy Thanksgiving from our Foster Family!

      If you’re like us, you might have blinked and realized that this year is coming to an end! With the new year approaching rapidly, it’s time to start planning for 2024. What kind of growth do you envision for your business? How can you attain these goals? Where should you begin?

      As long-time marketing strategists, we understand the stress that comes from planning for the future – especially with the persistent ticking of the clock in your mind. Navigating the complex terrain of marketing budgeting and strategy can be a daunting task, often accompanied by the relentless pressure of making the right choices promptly. This article aims to equip you with a guide for creating an effective marketing budget and strategy that empowers your business to survive and thrive in today’s ever-evolving market landscape.

      Planning for the Future, Understanding Market Conditions

      Establishing annual SMART goals and objectives for your business forms the foundation for crafting an effective marketing strategy. But understanding the ever-changing landscape of the industries you serve will allow you to develop a marketing plan and budget that allows for sustainability and flexibility – remember that we must always be ready and able to pivot when necessary. A few questions to ask yourself to get started:

      • What trends are we seeing in the industries we serve – market conditions, competitor analysis, geographic focus, etc.?
      • What are our growth goals and objectives – company and product specific, short and long term, geographically? (TIP: Get very granular with this one! Ultimately, the overall goal of any company is to increase revenue and net profit … knowing your financial status and understanding the industry climate will help you to assign growth percentages that are attainable.)
      • Where do I see the growth coming from – new products and services, M&A opportunities, diversified markets, general new business development, etc.?

      Now it’s time to break down your due diligence into digestible pieces using key performance indicators (KPIs).

      KPIs are brand-specific objectives used to steer your business toward your goals. Think of your annual goal as a cross-country road trip – KPIs are the pit stops and scenic views you visit along the way. Once your road trip is planned, you can begin your journey to your first pit stop. Your experience with your first KPI should dictate the next goal that you set.

      Here are a few examples of marketing KPIs:

      • Big picture KPIs:
        - Launch X products/services in 2024.
        - Overtake competitor X in market share by Q2.
        - Increase company EBITDA by X percent by Q3.
        - Identify X M&A opportunity(s) in 2024.
      • Marketing initiative KPIs:
        - Increase organic website traffic by X percent in Q1 (TIP: Selecting a challenging but achievable goal is best).
        - Obtain X executive interviews in X publications by Q3.
        - Boost brand awareness by gaining X social media followers per month.
        - Attend X industry events, capturing a minimum of X post-event new business meetings per event.

      With your annual SMART goals and KPIs identified, it’s time to shape and mold your marketing budget.

      Goal-based Budgeting

      The number one mistake businesses make while planning their annual marketing budgets is underestimating their investments. If your goal is to grow your business by X amount, but your marketing budget only covers a bulk order of branded pens – you will be disappointed. The old adage, “you have to spend money to make money,” is true ... but if you spend and invest properly, you do not have to break the bank to see results.

      Overcompensating your marketing budget will lead to a negative return on investment (ROI). This LinkedIn article showcases a simple strategy to help develop a targeted and maintainable marketing budget to fit with your growth goals:

      Goal 1: Maintain market position.

      • Allocate 1-2% of your top-line revenue to engage and retain current customers with simple strategies.

      Goal 2: Increase market share with moderate growth.

      • Allocate 3-4% of your top-line revenue to attract new prospects and retain current customers with advanced strategies and tools.

      Goal 3: Ambitious growth.

      • Allocate 5% or more of your top-line revenue to accelerate results with complex strategies and tools.

      Marketing spend across industries can look vastly different. In this HubSpot article, check out the percentage of revenue used in marketing budgets for various industries, according to survey results. If you are looking for benchmarks for budgeting, take a look. Of special interest on the list are: energy, manufacturing, mining and construction, technology and transportation. >> Check out this article noting marketing spend by industry.

      Set Your Strategy in Motion

      Now that you have outlined your goals and developed an investment plan, it’s time to implement your marketing strategy! To ensure the successful realization of your business goals, it’s crucial to surround yourself with a team of dedicated marketing professionals.

      If you require assistance in developing and executing a marketing budget and strategy for your business, get in touch with Foster Marketing today! With nearly 44 years of experience, our strategic thinkers are here to help you through your New Year’s transition and beyond!

      Connect with us to discuss your plans for 2024.

       

      As you prepare 2024 budgets, make sure you are keeping a close eye on what competitors are doing and plan that into your strategy. Did You Know: LinkedIn page admins can gauge a brand’s performance on LinkedIn against competitors using follower and organic content metrics. You can start by editing your page list to track and benchmark your page’s performance against your competitors on LinkedIn.    

      Foster Marketing, a full-service B2B marketing communications firm serving the global energy, industrial and manufacturing industries, has promoted Elaine Benoit to graphic and digital designer and Kelsey Whitmeyer to account executive.

       

      Benoit will be responsible for print, digital and trade show design and other strategic creative initiatives – including website and app development, digital and print advertising, social media, videography and branding campaigns. Benoit began her career with Foster Marketing in 2021 as a design and digital associate, working on creative and digital efforts across the agency.

       

      Kristy Bonner, vice president of digital services, Foster Marketing, said, “Elaine has become an integral part of Foster Marketing’s digital and creative teams. Her experience, creativity and enthusiasm for innovation have made her a key player in enhancing our clients’ campaigns.”

       

      Whitmeyer was promoted to account executive and will continue to provide comprehensive marketing and account services to our clients. Through daily account service, she is responsible for content development, copywriting, and creating innovative marketing strategies and campaigns. Whitmeyer first joined Foster Marketing as an account associate in 2017, having interned with the agency before graduating from the University of Louisiana at Lafayette.   

       

      Foster Marketing’s president and CEO, Tiffany Harris, said, “Kelsey’s experience and knowledge shine in her approach to working with our clients, making her an essential part of the Foster Marketing family. We are fortunate to have both Elaine and Kelsey on our team.”

      How can you ensure that you are getting the most innovative ideas out of your internal team or even your external clients, agencies and freelancers? Wix Studios recently shared their collaboration insights in an article for Adobe MAX 2023. Cross-team collaboration is effective for several reasons, but here are just a few tips on how you can promote synergy and foster a more dynamic and productive work environment. Tap into people’s complex and varied skill sets instead of boxing them into rigid job titles: Encourage fluid roles and your team will assume responsibilities based on their individual strengths. Being inclusive in brainstorming sessions and project meetings allows for diverse perspectives across disciplines to spark fresh ideas. Create a safe space to take big risks: Embracing experimentation is the essence of creativity. By creating an environment that does not fear failure, people will be more willing to try new things. Remember to share the “failed” ideas as much as you share the successful ones – it’s all important to the learning experience … and who knows, it may be applicable elsewhere! Institute a workflow that facilitates both organization and creative flexibility: Make it easier for your employees to communicate and work closely together, even when the team spans across state lines. There are numerous collaborative software's and tools out there that all do essentially the same thing with a few exceptions. The perfect collaboration tool is too difficult to narrow down but finding the “right” tool is achievable. Remember that these tools are meant to enhance your process, not dictate it. Promote a continuous commitment to learning and development across disciplines: Encouraging a learning culture enriches your team’s collective abilities. Remember that collaboration is also about long-term personal growth. Allowing your team to take on projects or tasks that pique their interests and give them opportunities for knowledge sharing broadens the scope of their official roles.

      By Ashlee Wykoff
       Account Executive

      Effective content generation gets results … but how do you get those results and return on your investment? It’s by planning, creating a strategy and implementing your goals – whether to educate, raise awareness or sell a product or service.

      Of the many content creators out there, a large number only want to push out fluff without substance or any goals in mind. As search engine optimization (SEO) rules get tighter to focus on the quality of content and referrals, it is more important than ever to have a strategy and a strong WHY behind your content efforts.

      SEO Basics

      • Your website should be interesting and useful.
      • Understand what your audience wants, and make sure to deliver.
      • Encourage user trust.
      • Show clear expertise and credibility.
      • You should have enough content for the subject at hand.
      • Ads should not be distracting.
      • Links should be used wisely – sparingly and with purpose.

      Source: SEO Starter Guide: The Basics | Google Search Central

      Knowing your audience and presenting a strong reason for them to buy into your brand is key. How will your brand ultimately help your audience? It’s not enough to just amp up the quantity of emails and social posts. Stop and ask WHY am I sharing this information, WHO am I writing this for, and WHAT is the ultimate goal once they get this information?

      Increasing the number of content pieces is not always the best approach for successful content generation programs. Producing quality, well-thought-out content that creates brand recognition using a variety of content tactics and channels is a smarter approach. Creating and maintaining a comprehensive content generation plan will help streamline time demands and costs, as well as create alignment between team members.



      Content Goals

      When planning out your content goals, it’s important to also create a timeline. Once that is determined, you can break your plan out into segments, with specific and measurable goals for each.

      High-level goals to consider may include:

      • Brand recognition with specific messaging in mind.
      • To inform and educate, especially in technical areas.
      • To stay ahead of the competition.
      • To increase engagement in industry events and publications.
      • To share thought leadership pieces through various forms of media and channels. (TIP: Focus on what you know and what you can confidently share with others!)
      • To raise awareness around a product or service.
      • To drive traffic to your website.
      • To position your company as an industry leader.
      • To positively present your company’s culture, safety and quality record.
      • To enhance the reputation of your company.


      An example of specific, measurable goals for a single campaign might include the following:

      Campaign goals:

      • 15% open rate for an email campaign
      • 50 clicks on website
      • 1,000 impressions on a social media post

      Campaign details:

      • Build a monthly email campaign for specific customers to raise awareness around your services, specifically renewable natural gas projects (if that’s your target).
      • You can target ideal customers and prospects with four social media posts on that topic, spread throughout the month. These posts will include two videos and two static images. Additionally, you can add a blog post to your website on the same topic with one of those videos and add it to your social post and email blast.
      • Once the content is complete, you’ll need to analyze the email campaign, i.e., who opened it, deleted it or how many clicks you got. You’ll also want to look at the social media and website analytics to see the engagement, clicks and impressions.

      Serve Your Audience

      You should make sure your content serves your audience, meaning it will help them in some capacity – whether it’s professionally or personally. For example, if your customers have been asking the same questions about a particular product and its specs, it might be a good idea to summarize the information in an infographic with short bullet points.

      Another example might be when your technical service department notes that they’ve had several requests for help on changing a battery or seal in a product. This may also be a good content piece. The goal would be to help customers who are having this issue and show prospective customers that your product is easy to use. With this in mind, a short 2-minute how-to video may be exactly what your customers need.

      If you are attending several great trade shows in the upcoming months, let your audience know where you’ll be by sending out a short and sweet eblast with a calendar of events and invite them to meet you there!

      If you recently attended a renewable conference because you wanted to broaden your reach in this market, and you hear a debate on a specific issue, consider writing a pro and con article sharing both sides, and telling how your service mitigates concerns on both sides of this issue. The goal here is to show prospective customers in this market that you are thinking of their needs and are knowledgeable in this area. There would also be SEO potential with this content when entering a new market.

      So, what are your major goals when deciding to implement a content campaign? What types of content pieces are you most interested in producing, and why? If you’re not sure where to begin, contact our team to get started!

      If you’d like help to ramp up your content generation efforts, email us, connect with us on LinkedIn or give us a call at 281-448-3435.

      By VP of Account Services Megan Schreckenbach and Content Coordinator Natalie Mills

      Rebranding Can Rejuvenate (or Extinguish) Your Business

      “A brand is not a logo. A brand is not an identity. A brand is not a product… a brand is a person’s gut feeling about a product, service or organization.” – Marty Neumeier. 

      Your brand is more important than you might think. Sure, logos and colors are essential, but the brand is the total identity of a business. Better yet, it embodies a business’s entire personality. From the start, branding formed the foundation of marketing strategy. Today, monitoring and nurturing your brand is more crucial than ever. 

      With social media and today’s competitive environment, people are continuously exposed to new brands, options and players. So, how do you stand out in a crowd? A tall task, no doubt. Investing in a robust brand can enhance recognition, attract new customers, maintain loyalty and improve employee morale. But, is it time to explore something new and fresh?

      So, You’re Thinking About Rebranding Your Logo

      Rebranding can be complicated and carry heavy risks for your business. Even well-established and highly recognizable brand logos are not immune to the struggles connected with rebranding.  

      In February 2016, ride-share leader Uber undertook its first major rebrand since the company gained global status. The “bits and atoms” logo was designed to celebrate the technology Uber revolutionized and the cities it serves.  The simple design change should have presented an easy transition for Uber, but one minor detail rendered the redesign unsuccessful and unprofitable, the letter “U.” Similar to McDonald’s golden arches or FedEx’s purple and orange, the “U” made Uber unmistakable. In a survey by Medium, 44 percent of the 2,000 participants could not identify the company represented by the new logo, while 20 percent thought the logo belonged to Lyft or Chase Bank. In the same survey, 73 percent correctly identified the old logo as Uber. One might say it was an uber-tragic situation. 

      Industry leaders agreed that there were problems with Uber’s rebrand selection. 

      Crowdspring described the design change as emphasizing “the public’s perception of ... hostility, imposing itself on customers with an all-caps, hyper-masculine aesthetic.” Others such as Mark Wilson with Fast Company reflected on the use of UBER as “evoking the members-only corporate club from Uber’s roots as an on-demand black car service for Silicon Valley’s elite.”

      By 2018, Uber had undergone rebranding once more. This time, the new logo design simply featured the company name in a custom font over a plain background. And so, it remains to this day. 

       

      What Can We Learn From Uber

      Uber’s logo rebranding (and re-rebranding) show how easily a simple design change can influence your customers’ opinion of your company. While conceptualizing, designing and implementing the rebranding might have taken a considerable amount of time, it took just an instant for Uber’s target audience to reject it. 

      In still other cases, long-known industry brands saw renewed success after a brand refresh including DUNKIN’ (formally Dunkin’ Donuts), Lego (now an all-encompassing entertainment brand) and Taco Bell (which underwent a brand ‘”glow-up” in 2016).  

      Why Should You Rebrand

      There are right and wrong reasons to rebrand. Before jumping the gun, make sure your reasons are well-founded and logical. Here are some valid motives to consider rebranding:

      1. New location: If you’re expanding to international or culturally distinct markets, it’s best to ensure that your new audience can resonate with your mission, logo, messaging, etc.
      2. New mission, vision or values: Every decision your business makes should follow your established mission, vision and values. It’s crucial to reconsider your brand if you detect shifts in your business philosophies. 
      3.  Market repositioning: You created your brand to connect with a particular customer profile, so if you find yourself repositioning your business to target a new audience, then your brand must also adapt.
      4. Mergers and acquisitions: Among the most common reasons for rebranding are mergers and acquisitions. In 2006, Disney and Pixar formed one of the most successful corporate mergers in history. Partnering with Disney propelled Pixar into the world’s most beloved and recognized children’s movie animators. In this situation, rebranding can offer a fresh start for both parties and present a unified front to your audience.

      Maybe You’ve Decided Rebranding Isn’t for You

      If you’ve decided to stand behind your brand, that’s great! As pivotal as rebranding may be, maintaining brand equity is equally important. Rebrands are not a magic fix and should not be taken lightly. In most cases, establishing a consistent brand identity proves more successful than starting over.

      For example, Baker Hughes is experiencing legal troubles after debuting its new helix logo in 2019. Houston-based BMC Software sued Baker Hughes citing similarities between the companies’ logos. While both BMC and Baker Hughes have similar helix logos, the problem stems from the new partnership between Baker Hughes and Microsoft. Now that Baker Hughes is branching out to technology and AI software, BMC argues that the new logo will cause “confusion, mistake and deception, among consumers, the public and the trade.”

      The lawsuit shows that a logo rebrand, despite good intentions, can have negative consequences. As expressed earlier, a refresh can be beneficial when your company is expanding its market to attract a new audience, but careful consideration is needed to ensure that the design direction you choose is beneficial for your brand’s future.

      Brand equity is vital to a successful organization, and it takes time, money and expertise to build. According to a study by Interbrand, companies that focus on their brand strategy can see a return on investment of up to 300%.

      Looking for guidance determining what is the right move for your brand? Our team can help. Whether you want to build brand equity, undergo a brand refresh or feel you need a complete rebrand, we’ve done it all and are ready to put our experience to work for you.

      On Monday, July 24, Elon Musk changed the iconic Twitter logo and rebranded the social media site to “X.” As of now the rebrand has not changed any technical features from the original Twitter design, but Twitter CEO Linda Yaccarino is promising big changes in the future. “X is the future state of unlimited interactivity – centered in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine,” wrote Yaccarino. Users are still able to access their Twitter (or should we say X?) accounts as normal, but only time will tell how the platform will change communication, digital marketing and engagement in the future.

      By PR Director Anna Socrdos-Brooke

      This July, I celebrated 10 years of working with Foster Marketing. Those years have taken me all over the world to visit clients, walk trade shows, attend conferences and regularly catch up with colleagues. My main base during all this time has been my home in England (first the south, and now the north) while most of the people I communicate with each day are in the U.S., five or six time zones behind me. This means that over the last decade, we’ve all had to adopt a successful, shared strategy of international communication.

      I View the Past Decade in Three Phases

      Phase 1 (2013-2019): The concept of remote work was in its infancy. Quite simply, not many people did it, and it was viewed by many as the ultimate luxury. I soon found out that the reality of working like this, at that time, was actually quite challenging. Technology and business cultures were not fully developed to support it.

      I worked hard to find ways to communicate regularly and effectively with clients and colleagues all over the world. I signed up for international call packages to make long distance phone calls from my land line more affordable. Skype was the go-to medium for my video call into Monday morning staff meetings in the States, but it still felt like a big ask to arrange a Skype call with clients. Recording calls was a headache, as was manual call transcription.

      Eventually, WhatsApp came along, making it free and easy to communicate globally by text and share media. Viber became my preferred cellphone app for making free international phone calls. WhatsApp then began to offer video calling, and Viber became obsolete. Towards the end of this phase, the rise of Zoom and Microsoft Teams for video calls began to make international communications much, much easier.

      Phase 2 (The "Covid Years," 2020-2021): The U.S. closed its borders to international travel in March 2020 for one year and eight months, finally opening them again in November 2021. During this time, the video call became king and completely changed mainstream business communication, both internationally and domestically. Fortunately, this was not new to Foster Marketing.

      Phase 3 (From 2022 Onward): The present marks a period where there are no longer any significant technological or cultural barriers to international business communications. Working remotely or working from home, at least part of the time, is feasible and normalized like never before.

       

      My Top 10 Tips for Success

      However feasible remote work is today, it doesn’t come easy. Here are some of my Top 10 tips for success if you, your colleagues or your clients find yourselves in different time zones or even working remotely from the same time zone:

      1. Choose a dominant work time zone, and think in it.
      During my working week in England, I think in Houston time. I set my work computer to Houston time to make sure any meeting invites I send out are correct. Whether you’re in a different time zone permanently or temporarily, be prepared to make the mental shift and incorporate it into your lifestyle.

      2. Work in chunks of time, not 9 to 5.
      You need to live your daily life according to your own time zone, but you also need to make sure your work times overlap with when people in the other time zones are working. For me, this usually means working in chunks of time throughout the day and extending my work day into the evening. A 9 to 5 working pattern is not possible.

      3. Commit to a flexible way of working.
      There are perks to working in different time zones, including the ability to structure your day in a way that works for you, but there are also the drawbacks of working unsociable hours with late night (or early morning) meetings being common. Commit to taking the rough with the smooth and maintain a flexible approach to your availability.

      4. Manage appropriate expectations.
      Although it is important to remain flexible, make sure everyone is aware of your general personal schedule so they know what they can reasonably expect from you. If you draw the line at regularly taking calls during your night hours, or cannot attend to emails during certain hours of the day, make it clear that you need to work around these.

      5. Be responsive.
      When people cannot see you sitting at your desk in the office, it is easy for them to either forget about you or wonder what you are doing, if anything at all. Make sure to reassure people that you are not in bed all day or sipping cocktails on a beach during regular work hours. Regular check-ins communicate that you are available and working, just like they are.

      6. Invest in reliable technology.
      It is worth investing in dependable, high-quality technology since you will be depending on it so much. Make sure both your computer and phone can handle multiple participant Teams calls, so you can meet while on the road. Also make sure you have a strong connection to high-speed internet to avoid the frustration of dropped calls.

      7. Choose your favorite meetings software and have a backup.
      Microsoft Teams is the go-to meeting software these days, but it helps to have a backup plan and an awareness of other options on the market (Zoom, Google Meet, or WhatsApp video conferencing) in case there is an in-call issue with your primary one.

      8. Switch the video on whenever you call someone.
      If you hardly see anyone in person, maximize the time you can make eye contact and see each other’s faces whenever you can. This means not hiding away during video calls. Just a little bit of extra connection can go a long way in strengthening your working relationships.

      9. Be mindful of cultural traditions and norms.
      Every country has their own way of doing things. For example, they say the U.S. and the U.K. are two countries separated by a common language. But they are also separated by diverse norms, customs, holidays, work styles and general communication styles. Spend some time considering these differences and how best to be respectful of them.

      10. Meet in person whenever you can.
      Simply nothing compares to meeting in real life, so even though remote meetings are the new normal, don’t stop visiting and traveling to see people in their offices as often as you can. Not only does it improve overall business relationships, but it's also a whole lot more fun than sitting alone at your desk!

      Whether in the United States or abroad, if you need marketing support, contact Foster Marketing’s international team of experts today. Call us on 281-448-3435, contact us online or connect with us on LinkedIn.

      Foster Marketing's founder George Foster and Anna Scordos-Brooke celebrate her 10th anniversary at Foster Marketing with a 10-year-old bottle of wine in Lancashire.

      While chasing down the next big article and traveling to meet with clients, Anna has landed some great stories of her own! 

      Bard is Google’s experimental conversational AI service, powered by its Language Model for Dialogue Applications (LaMDA). Visit https://bard.google.com/ to meet Bard. Type the topic or keywords you’d like to write about, and Bard offers up multiple blog-length suggestions. In our testing,

      Bard may not be the final answer for the industries we usually work with, but it could offer a starting point to work from. If you are feeling out of ideas, Bard could be a good place to ponder different topics. Start by typing a phrase you heard a client mention or the topic from an industry event you recently attended.

       

       

      We entered "Sustainable Practices for Oil and Gas Service Companies" as our test topic and Bard generated two blog-length suggestions:

      Sample A

      The oil and gas industry is a major contributor to climate change, so it is important for oil and gas service companies to adopt sustainable practices. Here are some of the most important sustainable practices for oil and gas service companies:

      • Reduce greenhouse gas emissions. This is the most important step that oil and gas service companies can take to reduce their environmental impact. There are a number of ways to reduce greenhouse gas emissions, such as using more efficient equipment, switching to renewable energy sources, and capturing and storing carbon dioxide.
      • Improve water efficiency. Water is a precious resource, and oil and gas production can be a major water user. Oil and gas service companies can improve water efficiency by using non-potable water, recycling water, and reducing water spills.
      • Reduce waste. Oil and gas production generates a lot of waste, including drill cuttings, produced water, and spent oil. Oil and gas service companies can reduce waste by recycling and reusing materials, and by disposing of waste in a safe and environmentally responsible manner.
      • Protect wildlife and habitats. Oil and gas production can have a negative impact on wildlife and habitats. Oil and gas service companies can protect wildlife and habitats by avoiding sensitive areas, minimizing disturbance, and restoring or creating habitat where possible.
      • Support communities. Oil and gas production can have a positive impact on local communities, but it can also have negative impacts. Oil and gas service companies can support communities by providing jobs, investing in local businesses, and giving back to the community through charitable donations.

      These are just some of the most important sustainable practices for oil and gas service companies. By adopting these practices, oil and gas service companies can help to reduce their environmental impact and make a positive contribution to the communities in which they operate.

      Here are some additional sustainable practices that oil and gas service companies can adopt:

      • Use renewable energy sources. This includes solar, wind, and geothermal energy.
      • Invest in energy efficiency. This can help to reduce energy consumption and emissions.
      • Use sustainable materials. This includes recycled materials and materials that are made from renewable sources.
      • Adopt circular economy principles. This means designing products and processes that can be reused or recycled.
      • Educate employees about sustainability. This will help to ensure that everyone in the company is committed to sustainability.

      By adopting these sustainable practices, oil and gas service companies can help to reduce their environmental impact and make a positive contribution to the future of the planet.

      Sample B

      The oil and gas industry is a major contributor to climate change, so it is important for oil and gas service companies to adopt sustainable practices. Here are some of the sustainable practices that oil and gas service companies can implement:

      • Reduce greenhouse gas emissions. This can be done by using more efficient equipment, switching to renewable energy sources, and capturing and storing carbon dioxide.
        Improve water efficiency. Water is a precious resource, so it is important to use it wisely. Oil and gas service companies can improve water efficiency by recycling water, using less water-intensive drilling techniques, and reducing water spills.
      • Reduce waste. Waste can be a major environmental problem, so it is important to reduce it as much as possible. Oil and gas service companies can reduce waste by recycling materials, reusing equipment, and disposing of waste properly.
      • Protect wildlife and habitats. Oil and gas development can have a negative impact on wildlife and habitats. Oil and gas service companies can protect wildlife and habitats by avoiding sensitive areas, minimizing disturbance, and restoring damaged areas.
      • Support local communities. Oil and gas development can have a positive impact on local communities. Oil and gas service companies can support local communities by providing jobs, investing in infrastructure, and giving back to the community.

      These are just a few of the sustainable practices that oil and gas service companies can implement. By adopting these practices, oil and gas service companies can help to reduce their environmental impact and contribute to a more sustainable future

      Here are some additional sustainable practices that oil and gas service companies can implement:

      • Use digital technologies to improve efficiency and reduce emissions. For example, digital monitoring and control systems can optimize storage tank operations, reducing energy consumption and emissions.
      • Diversify into new businesses that are more sustainable, such as renewable energy or carbon capture and storage.
      • Be transparent about their sustainability efforts and report on their progress. This will help to build trust with stakeholders and encourage others to adopt sustainable practices.

      The oil and gas industry is facing a number of challenges, but it also has an opportunity to lead the way in sustainability. By adopting sustainable practices, oil and gas service companies can help to protect the environment, create a more sustainable future, and build a more resilient business.

      Trade shows are a great place for your sales, marketing and engineering teams to meet potential clients and spread your company’s knowledge to the industry. There’s one crucial decision that has to be made by our customers while planning for a trade show: How many employees should attend the show. There are two parts to think about when answering this: How many employees per shift? And, how many employees per department? How Many Employees Per Shift? For every 100 sq. ft., you should have no more than 2 or 3 employees designated to that shift. • 10x10 - 2 to 3 employees • 10x20 - 4 employees • 20 x 20 - 8 employees • And so on How Many Employees from Each Department Per Shift? Using the below priorities per department will help you decide who should attend the trade show: • Sales/business development is the first priority: There should always be at least as many or more salespeople than any other department. • Engineers are the second priority: Depending on your product or service it is very helpful to have subject matter experts explain the technology. • Marketing is the third priority: Marketers are a luxury to have at a trade show to help keep track of leads and to keep the team on track.

      By Account Executive Kelsey Whitmeyer

      Welcome to 2023: TikTok, 5G technology, BeReal, Macro-influencers … the list goes on. They seem like mere buzzwords, but it is really the world of social media. And, it is hard to deny that social media impacts your everyday life, whether you want it to or not.

      The good news? Platforms such as TikTok, Facebook and YouTube can be powerful marketing stages for your brand to connect with your clients or potential customers. It is crucial for your company to understand current social media trends and how to use these platforms to their peak performance.

      According to the Forbes Advisor, an estimated 4.9 billion people use social media across the world in 2023, and this number is expected to jump to approximately 5.85 billion users by 2027.

      Where Should Your Company Be?

      While LinkedIn is likely going to be your bread and butter for business, it is important to know which social media platforms are getting the most monthly active users. Facebook currently continues to dominate as the most visited social media site in America. Its successor? YouTube; with 2.5 million monthly active users.

      Time is ... Precious?

      The average person spends about 145 minutes on social media every day. If the average person maintained this usage over an average life span of 73 years, the result equates to 5.7 years spent on social media platforms. Why not maximize the potential of an effective social media strategy for your company when stats like these exist?

      What's Working on Social Media?

      You have probably heard our team preach about the power of video. The numbers do not lie!

      Short-form Videos

      Videos typically less than a minute in length are winning on social media, capturing the attention of 66% of consumers. These snippet-like videos are 2.5 times more engaging than longer videos. They are easily shareable and the most engaging type of content that is both authentic and concise.

      Tapping In

      Most people are checking in on social media through their mobile devices, with 99% using a tablet or smartphone, and 78% of those checking in exclusively from their phones. It is key that you flex your social media strategies and website so that form fits function. Plan out social media calendars and build your websites for both desktop and mobile experiences.

      Best Times to Post on Social Media

      Knowing the best days to get the most engagement on social media will set you up for success. Here is how you should prioritize, according to Sprout Social:

      While Tuesdays through Thursdays between 9 a.m. and noon are generally the best times to post on social, it is important to consider all external factors for your social success.

      It Is Never Too Late to Get Started!

      At Foster Marketing, we are consistently looking for ways to improve the social media presence and overall brand of our clients. Social media trends are transforming daily and what might be trending one week is not the next. Our team is here to stay in-the-know for your company. Call Foster Marketing today to talk trends and beyond! You can also contact us online or connect with us on LinkedIn.

      Is your company using credit cards to pay for expenses? By using a company credit card, you can earn reward points or airline miles on your purchases. You can then redeem those points by getting credits on your next statement, by purchasing gift cards or by booking travel arrangements for your employees. American Express offers up to five times the points by making travel arrangements online, including airline flights, hotels, rental cars and more. By redeeming your points or miles, you can recoup or reduce the costs of, for example, attending a trade show. To quote the old credit card commercial, “What’s in your company’s wallet?”
      There are a few marquee companies today that only need to register as an exhibitor, set up their booth and everyone will visit. The challenge for everyone else is creating that unique experience that will draw customers into their company’s booth. Here are three fresh examples from the first half of this year’s tradeshow circuit that put a spotlight on these exhibiting companies.

      Personalizing the Lunch Sponsorship

      Does anyone from your team cook award-winning barbecue? ValTek parlayed their award-winning barbecue from the 2022 Daniel Energy Barbecue competition into a lunch sponsorship at the 2023 Thrive Conference. This was no ordinary lunch sponsorship. ValTek's team cooked overnight in their outdoor booth and personally served free lunch to all exhibitors and attendees at the conference. This complimentary lunch brought more than 1,200 people to their booth. There’s no better way to show everyone your team’s work ethic and professionalism than to cook overnight and have them pick up their free lunch from you next to a product in your booth. This example of personalizing a sponsorship could be used with multiple other traditional methods such as handing out show-sponsored lanyards or brochures. Speak to your conference representative about a sponsorship that can show your company’s personality.

      Customizing Can Change the Game

      If you’ve been to at least one or two trade shows you’ve either seen or tried your skills at a putting contest on a regular putting green. If you are like me, after a few times the putting contest stopped drawing your attention. For IFPE this year Dura-Bar wanted to make the putting contest exciting again. They decided to customize their booth’s putting green by getting a 3-hole putting green built in the booth with a contouring green, fringe and sand traps. This really grabbed the attention of the attendees and had people lining up to test their skills. To take it further, Dura-Bar used their cast iron material to make putters that were given to the winners of the putting contest. Dura-Bar showed that customizing a staple attraction at trade shows can make your booth the talk of the show.

      Using Ingredients as an Incentive

      They say food is not for just eating. It should be an experience. Well, this year at the National Restaurant Association show, Tony Chachere’s whipped up some delicious culinary creations to entice visitors to experience their trade show booth. People’s interests were piqued when the Tony’s team had a corporate chef making shrimp and grits, pastalaya, and more meals for exhibitors and attendees to sample throughout the day. With a custom-built kitchen setup, this tactic produced a personal ambiance to accompany some classic home cooking. Not only does this method allow visitors to try out the product first-hand, but it generates a memorable time that is easy to recall when thinking about the trade show. At the same time, when attendees walk around the show with their food samples, it creates a word-of-mouth movement to get more visitors to the booth. It also stood out to those who take a special interest in cooking. During the cooking demos, they can discover different ways to use the product while gaining insight from a professional chef. What attraction can you put a fun twist to in order to draw attendees to your company's booth? Here are a few other trade show booth draws that we have had success with over the years:
      • Artists
      • Chair massages
      • Simulation screens
      • Trivia
      • Afternoon whiskey tasting
      • Cookies or popcorn (it's the smell)
      • Cigar rolling
      • And, a shoe-shine station!
      These great ideas show that there are always opportunities to make an impact on the show floor no matter how big or small your company is. Fall and spring are the most popular times for trade shows. For more great ideas like these, call Foster Marketing.    
      Are you feeling invisible in your market? Are your social posts getting buried in newsfeeds? In today’s crowded field, it can be difficult to stand out among your competitors. Capturing the attention of your target audience is not always easy, but there are new opportunities to increase brand awareness and be seen before your competitors. With decades of experience spanning multiple marketing specialties including integrated strategies, digital, public relations and trade show and event marketing, our team members share some knowledge you can apply today. Whether you are trying to boost your followers on social media or creating enlightened content to educate your audience, here are eight clever ways to grab viewers’ attention and increase your visibility in the marketplace.

      Earn Their Attention

      Time is valuable. To keep a viewer’s attention, content must be worthy of their valuable time and effort. How do you do that? Take a deeper look at what your audience cares about by asking yourself: What is important to my clients? What are their problems? What will make their lives easier? What will make them smile? Try this content shortcut:
      • Think of a question your customer might have.
      • Type your question into a search engine.
      • Look at the search results and figure out how to answer the questions more specifically for your customers, in a more engaging or understandable manner.
      • Start crafting your content by determining how to answer this question completely. Do you need a chart or diagram or video? Do users need step-by-step actions to change a certain type of battery? A YouTube video?
      • Remember to use relevant search keywords.

      Social media

      Make your social media posts so inspired that viewers MUST reshare them. Dare to be different and creative with your posts. Think of out-of-the-box content ideas, such as giveaways, trivia questions or polls. Have other team members like or share company posts to get more reach. In general, amping up your pace on social media will provide more reach. Aim to post two to three times per week by offering a mix of photos, videos, industry articles and graphics.

      Trade Shows & Events

      It is one thing to attend or exhibit at industry events, but are you also promoting your participation on social? Promote your attendance or booth with a pre-show eblast and post at least a month in advance. Get a photo of the booth at the show, along with working shots during the event. Shoot some live video or interviews of your team. If you are just walking the tradeshow, snap some photos of event signage, speaker presentations to show that you are a thought leader and ‘in the know’ of industry trends.

      Dynamic Visuals

      The old adage of “a picture is worth a thousand words” continues to hold true in today’s digital world. Make sure you use lots of photos of smiling faces. People first become engaged through the people that represent the company. Everyone responds positively to a smile — they are proven to boost social bonds, which is exactly what you want to achieve through your messaging.

      Photos

      Remember to snap photos. A good photo increases engagements and grabs the viewer’s eye. Whether you are attending an event or simply see something going on around the office that is interesting — grab your camera and take a picture!

      Videos

      Quality video grabs the eye and is always engaging. It can be used in a variety of ways to tell an intriguing story. Have you joined the trend of subject matter expert (SME) question/answer videos? These videos deliver excellent ways to showcase your company and present yourself as a thought leader amongst your competitors.

      Interaction With Your Customers

      It is very easy to hide behind a computer by sending endless amounts of emails throughout the day. Customer interaction goes beyond a basic email. Remember to follow up with your clients, whether it is by phone or a face-to-face meeting. Stay active and engaged on social media by interacting with followers through comments or likes. Attend industry events to network among fellow professionals.

      Add a Personal Touch

      In today’s digital world, making your emails creative is imperative. Adding a personal touch - whether it is the viewer’s name or personalizing the copy with information on your company — can enhance your content and make the reader feel engaged. Try using LinkedIn to send personalized videos to prospects using https://www.loom.com

      Stay Engaged

      Pull your audience in and make them want to click, view, comment and share. Make your social media posts so inspired that viewers MUST reshare them. How do you do that? Know your audience. Think about what they want, not what you want to push. Commit to growing your audience by trying different styles of posts and visuals.

      Keep Up-to-Date

      Stay on top of industry standards and ahead of your competitors. If your competitor is gathering hundreds of followers on social media — don’t you want to do the same? Complete a regular market analysis to see what others are talking about. What are the latest trends in your market? What ideas can you create to stay ahead of the curve?

      Don’t Forget Direct Mail

      Direct mail offers endless creative possibilities and high response rates. Emails may offer only one line to get you to click, while direct mail uses size, textures, even smell — the sky is the limit! Utilizing creative mailers, such as a board mailer, hot sauce or even a whoopie cushion, can be a highly effective way to break through the clutter.   Thanks to these team members for sharing their ideas:Megan Schreckenbach, Kristy Bonner, Kelsey Whitmeyer, Anna Scordos-Brooke, George Foster, Ashlee Wykoff and Katie Muck
      “Inspiration can come from anywhere, and a lot of the time, it depends on how you feel when you get up in the morning.” - Tyler Shaw This branding exercise can be a simple solution for creative inspiration to help your team get beyond overly logical and stuck-thinking patterns through play. Answer these questions. Use reference images for better visualization and list your reasons why you chose each answer. From the images you choose and the words you use in your responses, you can draw conclusions about your brand's personality and values and identify colors and aesthetics.
      1. If your brand was a drink what would it be?
      2. If your brand was a car what would it be?
      3. If your brand was a location what would it be?
      4. If your brand was a shoe what would it be?
      5. If your brand was a song what would it be?
      6. If your brand was a celebrity who would it be?
      You get the idea! Let familiar and everyday experiences open the door to new ideas!

      Whether You Toss It or Tweak It: Marie Kondo It ... and Keep What Sparks Joy

      By Kristy Bonner
      Vice President of Digital Services

      You know it is time to update your website, but when you run into buzzwords such as algorithm, adaptive design, artificial intelligence, blockchain technology, usability and now Web 3.0 it makes your head spin. Yikes! Should I redesign or refresh it? That question has many marketers scratching their heads and wondering what to do when they re-evaluate their websites.

      We find people usually fall into two camps: toss it out and start over or save money and just tweak it. Here is a decision tree to help you evaluate your website. In general, we recommend pondering the following before you dive head-first into the toss-it or tweak-it camp.

      Keep What Sparks Joy

      Marie Kondo, the maven of tidying up, says “discard items that no longer spark joy.”

      If this concept works for your home, the hub of your personal life, let’s apply this same idea to your website, the hub of your marketing efforts. Let’s walk through a modified version of Kondo’s method to tidy up your website.

      1. Commit. Whether you decide to toss it or tweak it, you must commit to making this happen. Start with a good site plan and timeline.
      2. Imagine your ideal site. This is where we dream up what we want our site to do for us such as capturing leads and helping pull attention from our competitors. What’s a win look like for you on your website? Sometimes, you don’t know what you could have unless you ask. Talk to your developer about your wish list and must-have features for your website.
      3. Time to decide what goes. If you hate it or it didn’t accomplish what it was supposed to or it was built by someone years ago but no one knows why it was there, it goes! Thank you very much!
      4. What sparks joy? Now, let’s skip to the last step, and ask yourself what sparks joy on your website. Meaning, what do customers talk about in a positive way? What pages are winning in organic search? What are the most popular landing pages? What pages consistently get the most hits? A yes to any of these questions should make you smile, so keep it!

      Struggling with the decision to start from scratch or refresh your website? We can walk you through your options and get going on the right web plan for your new-and-improved site. Call us today at 337-235-1848 or contact us online. Be sure to connect with us on LinkedIn to stay up to date with other insights from the Foster team.

      Two heads are better than one ... and even more is better. In the current fast-paced business climate, we need to look for ways to innovate and solve problems quickly and efficiently. That can be difficult if you are waiting for all your team members to be available to be in one room to come up with potential solutions. With teams often separated by geography, as well as availability, remote solutions may be something to consider. Here are a few ideas we are applying that came from the team at Miro. There are many such services out there, as well as tools you may already have via Google or Microsoft. The first step is making a commitment, selecting your topic and your team, and then jumping in. Consider one of these tools: Reverse Brainstorming: In reverse brainstorming, you come up with the problem first. Once you figure out why you cannot do something, you can then consider how you’ll make it happen. Brainwriting: To get your quiet team members involved, consider this option, where you write down your ideas. This could work well for teams that want to post a board and allow people to add ideas later. Fishbone Diagram: Also called the cause and effect diagram or an Ishikawa diagram, this idea is good to trouble-shooting a problem or goal.
      It’s possible, based on feedback from a client and trade show organizer at a large industry show. Even at smaller shows, you may be able to condense two-to-three months of new business efforts into just two-to-three days. The key takeaway is having a booth at a trade show which allows your sales and business development teams to meet with an exponentially greater number of prospective clients beyond a one-on-one email, call and meet effort. As a marketing communications firm that has been in the trade show game for more than four decades and has planned, coordinated and attended thousands of shows across multiple industries, we’ve seen and heard it all. In this issue of Fostering Ideas, we’ll address a few of the reasons why companies are reluctant to add trade shows to their marketing mix.

      ASSUMPTION 1: Trade shows are a significant investment. I’m not sure if it’s worth the time and money.

      Estimate the cost for three-to-four months of travel for your sales team including flights, gas, hotel rooms, car rentals and all other costs that are necessary to visit the number of qualified folks you will meet at the trade show. After calculating these numbers, compare that to the total cost for your company to exhibit, including all the above costs. This is one way to see if the trade show is worth exhibiting. More clients find exhibiting at the right trade show a win, both in cost savings and new business wins.

      ASSUMPTION 2: Now that we are better equipped to meet prospects and clients virtually, in-person meetings aren’t as important.

      The overwhelming post-pandemic response from many trade show exhibitors and attendees showed that there is no substitute for an in-person meeting. A customer shared the following story:
      A company has a client who only communicated by email, video chat and phone. Throughout this process, there was miscommunication and it seemed as though they were not on the same page. The two parties met at a trade show and by finally communicating in person, they were able to get on the same page for the current job and develop a relationship that spawned multimillion-dollar projects in future dealings.

      ASSUMPTION 3: My company is interested in exhibiting, but we feel we don’t have the marketing budget to make an impact.

      Strategic booth placement (see December’s Fostering Ideas article), along with cost-effective ways to market your company’s expertise and products, will give you a great opportunity in driving quality traffic to your booth. One such opportunity to drive traffic and showcase technical expertise is to take advantage of thought leadership opportunities at shows and conferences. These opportunities include posters, roundtables, white papers and presentations. You may participate in many of these opportunities at no cost. How it works:
      • The usual process includes submitting a topic and a presentation or paper you’d like to discuss for consideration.
      • If selected, you’ll have the chance to share your knowledge with an engaged group of conference attendees.
      • Participating in such efforts also drives traffic to your booth where your new business team will be waiting to answer any follow-up questions.
      Over the years, we’ve heard many success stories of new client relationships formed after a client speaks at a conference or participates in thought leadership efforts that effectively showcased the value of working with a company. Trade show participation also has proven to be a significant new business tool for Foster Marketing’s growing company as well.

      ASSUMPTION 4: We’ve been at the same show for more than five years, and although it was great for us at the beginning, we aren’t seeing the benefits we saw in past years.

      In general, we don’t advise clients to leave a trade show altogether that has been fruitful for a company in past years. Instead, an option is to decrease your presence and spend at this show, while spending to try a new show in the same or a new industry. Why stay?
      • Most shows are booked by a priority point system, and once your company stops exhibiting at that particular show, the priority point equity that was built up from those years will be lost, causing you to lose priority in choosing a booth space location.
      • Although show attendance may slow in some years, you will want the option to renew once industry interest refocuses on this arena.
      • It only takes one new prospect to make a huge impact in your company’s bottom line. Are you willing to pass on such an opportunity
      We hope we’ve helped you debunk these common trade show assumptions and ease your mind about diving into trade show and event marketing. Contact Foster Marketing today for assistance stepping into trade show marketing. And, follow us on LinkedIn to see the many industry shows and events we attend each year. We have the scoop on most major and minor shows and conferences in oil and gas, energy, solar, manufacturing, chemical, drilling and more. See you on the show floor! Like you, we’ll be ready to meet our next future customer.
      A reminder that businesses are required to issue a 1099 form to each non-employee payee (other than a corporation) to whom they have paid at least $600 during the year. Form 1099-NEC, Nonemployee Compensation, is now used for payments made for services from independent contractors and freelancers. Form 1099-MISC is used for rents, royalties, awards and other miscellaneous payments. The forms must be furnished to recipients by January 31, 2023. The 1099-NEC must be filed with IRS by January 31, 2023 and the 1099-MISC must be filed with IRS by February 28 (March 31 if filing electronically). If you have any questions, please be sure to consult a tax specialist.
      My advertising professor once told me “Don’t make ads, make something interesting.” It forced me to think differently, deeply and empathetically. I was recently reminded of this while researching TikTok. They also use this concept and promote, “Don’t make ads, make TikToks.” Essentially, they’re saying that there’s no room for predictable, boring and disruptive advertisements on their platform. If you want your brand to succeed on TikTok, you’ve got to get interesting. TikTok’s platform is coming in hot, closely following YouTube and Facebook in terms of viewing time on the app. They may have already surpassed YouTube in time spent per day. TikTok’s rise to power and massive success is proof of the increasing value of video content. Even if you are not directly on the app, I can guarantee you’ve seen a TikTok or two based on the number of people who reshare them on other platforms. No matter who’s in the lead for engagement rates, it’s important to note how these platforms differ in their audience base, interests and type of video content. When addressing how you want to reach your audience, it’s important to pay attention to the pattern of video content you see on each social platform. Your brand needs to be aware of the appropriate tone and approach for each. Think of each platform as an actual person, each having a different personality. When planning your social calendar, you should be tailoring your content to what each person (platform) would like. Figuring out what your audience wants is easier said than done, especially when your audience can vary by platform. We’ve created a general profile of four of the top social video platforms to help you understand their cliques and nuances. Now start recording and sharing! There’s something to be said about the effect of social media platforms on culture and the way they have organically cultivated communities. In many ways, through these apps, we define the microcosms of humanity. While these top-dog social apps play copy-cat, releasing one feature after another, there’s a reason not one has taken full control. YouTube released YouTube Shorts soon after TikTok was launched. Yet, both have continued to grow tremendously, with no clear knock-out winner. They will always nurture different groups and offer unique experiences. If you’re trying to figure out where your business fits on these platforms, an easy way to gauge your audience is to examine your own analytics. Then, make adjustments to your content based on the results you see. And, don’t be afraid to try new approaches. If you are just starting out, then there won’t be much data there yet. So, tailor your content to what’s trending, test post approaches and tweak your strategy. Remember, you’re only going to gain traction with videos online if you are producing original content. Happy sharing! Foster Marketing is here to help plan your social strategy and hone your brand’s message. Get in touch to discuss video and digital content. Statistics and analytics credit to https://blog.hootsuite.com/

      Reasons to Get to Know Your Competition

      Competition is good. It drives people to work harder and perform better than they thought they could. It forces discipline and keeps us from becoming lazy or complacent. Competition in the marketplace has many benefits. It lowers prices for consumers, drives improvements in technology, provides a greater variety of products from which to choose and improves quality of service for consumers. In business, knowing your competitors is crucial to the success of your company. You don’t want your competitors taking business away from you. Are you visiting your competitors’ websites? Signing up for their email lists? Knowledge is power. You can’t sell against your competitors if you don’t know anything about them.
      "There is a tendency among some businesses to criticize and belittle their competitors. This is a bad procedure. Praise them. Learn from them. There are times when you can cooperate with them to their advantage and to yours! Speak well of them and they will speak well of you. You can't destroy good ideas. Take advantage of them." - George Matthew Adams
      Here are a few reasons to get to know your competitors:
      • Know their pricing structures and if they’re similar to yours
      • Compare their products to yours
      • Know what they are saying about your business
      • Get ideas on sales and marketing
      • Spot trends in your industry
      Before the new year begins, be sure to make your list and check it twice. Step up your game in 2023 to blow your competition away. At Foster Marketing, we’re proud of our longevity in the energy industry and the vastness of our knowledge within it, and we want to help you stay ahead of your competition. Get in touch with one of our experts to learn how we can help.
      2023 is almost here, and we are in planning and budgeting mode. As you consider what tactics are must-haves and what goes back on your wish list, consider some trends and tips from our team of marketing experts. Here is what will be on our minds for the coming year.

      Strategic Planning

      Are Your Goals SMART? KPIs and ROI are the standards when tracking if your target goals were reached and your promotional efforts were worth it. This is not always an easy conversion to track, but more often than not it is because the goals were not attainable. For the results to be defined and calculated accurately, you must properly and strategically plan your goals and objectives, setting each up for success … in other words, be SMART. As you begin the identification process of these strategic goals, ensure the following questions are asked.  Is it ... If you implement this simple formula in your strategic planning process, we are confident you will see more results in the short and long-term. And, you will be just a little smarter for it!

      Public Relations

      2+ Photos / 600% More Engagement Foster Marketing encourages its clients to include photos with press releases. We believe a picture paints a thousand words, and strong visuals help the message of the release to stay in a reader’s consciousness longer. And Cision PR Newswire agrees. Its 2021 State of the Press Release Report analyzed levels of engagement for press releases distributed through its network and found that releases with multimedia components resonated more with readers and received higher levels of engagement (that is measured in opens and clicks) than text-only releases. Press releases sent alongside multiple images enjoyed six times the amount of reader engagement than text-only releases. Releases sent with one video generated three times the engagement. Even the inclusion of only one photo alongside the release will double the level of engagement with a press release. Since 42% of people trust press releases over other media channels (according to the same report), it is worth doing everything possible to maximize the impact of every release you send.

      Media Planning

      What Does Success Look Like to You? Considering the below questions and components during your planning could have a positive impact on your process and final schedule.
      • Identify your goals to manage expectations. Are impressions, clicks, or leads the goal? Depending upon that factor, “success” looks very different.
      • Know your team and their strengths.
      • Are you realistically going to be able to promote a dozen whitepapers and conduct a webinar each month?  For content to be most effective, it takes time and effort to do it right. Push your team to be realistic about what capacity actually is.
      • Understand your target audience. Many of our clients have niched targets and a select group of potential buyers, therefore reaching the masses isn’t necessary. Appreciate and be selective about where you put your budget dollars to avoid waste.

      Trade Shows

      Location, Location, Location!!! As we see on the first day of any marketing or sales class, one of the most important factors for a successful business is location. This applies whether it be a physical store or a booth location at a trade show. For trade shows, there are a few different strategies you can implement when choosing a booth space. Because of sponsorships, priority points and floorplan allocation, the premium locations may not always be available. However, there will usually be a space available that will allow your company to have a great return at the tradeshow. Where is the best location for my booth? These strategies will help guide you in choosing the best location:
      • Prime location strategy: Find the main aisle. Then determine where it is in relation to the main entrance. Anywhere on the main aisle that is no farther than four to six aisles down from the main entrance depending on the size of the show is a prime location.
      • Determining the customer strategy: Look for where your customers and the companies they are targeting are located. Any booths around those locations will put you in front of the folks you most likely want to target.
      • Meeting point strategy: Look for a gathering space. This can be a welcoming area, drink station, exhibitor lunch area, or presentation area. Choosing a booth around these areas will assist in drawing folks to your booth.
      Now that you have a plan on how to choose your booth space, you must have an internal plan for tracking booth registration dates. A point person from your marketing/sales team or external marketing firm is critical to ensure that all important dates are noted and acted upon. Without knowing when to register, you may miss the opportunity to book your desired booth location.

      Digital Marketing

      85% / 5 Users We are hearing about user experience, or UX, more often in today’s marketing landscape, and not just in digital marketing. UX includes every user interaction with a company, its products and services. Meaning, UX is not just about your website but also includes what happens when someone calls your company or a product is delivered to a customer’s jobsite. UX is something we should be testing to avoid surprises and to ensure success. And, this doesn’t require a huge time or financial investment either. Did you know, research shows 85 percent of UX problems can be solved by testing just five users, according to Jeff Sauro of MeasuringU? Sauro bases his findings on uncovering UX interface issues using a mathematical probability model known as the Poisson Distribution. An expert in website usability, Steve Krug, says just three users may be enough, adding that more frequent testing is better than including a larger number of participants once. In his book “Don’t Make Me Think,” which focuses on winning over users with effective design, Krug says the first three users are likely to encounter nearly all significant problems. Other useability pearls of wisdom from Krug include:
      • A design should be obvious, or at least self-explanatory. Why? People don’t read instructions anyway.
      • Design with scanners in mind. Why? Because we are busy, we have trained ourselves to quickly absorb content that we need in the least amount of time.
      • Make clicks mindless. Don’t make users guess if something is clickable, you should create an easy path to point them where you want them to end up.
      • Less is more online. Enough said.
      • Don’t argue, just test. When you have a committee creating a website, you will have varied opinions. No need to fight for your viewpoint, just test your theory so see what works best.

      Creative Planning

      “Marketing is the equivalent of asking someone on a date. Branding is the reason they say yes.” - Ren Jones. Design is extremely important, and creativity is timeless for branding. Truelist's Graphic Design Statistics for 2022 states that a consistent brand presentation, by applying sound design standards, could help boost sales by as much as 33 percent. Of all the moving parts that go into your marketing strategy, creative efforts stand out from the rest. Every year, there are emerging tools and trends, but how you use those tools and implement those trends are what give you the advantage and make them your own. Next year, we are expecting to see more dynamic design, such as 3D and motion graphics, to create a brand experience that is both immersive and memorable. Take advantage of tools such as augmented reality, or AR. Go live on social media. Bring your brand to life with engaging, interactive content including infographics and videos or hold a contest on social media. We can certainly capture attention with exceptional design, but if there is no real substance behind your brand's message, you won't hold that attention for long; and it's getting more difficult in this digital age to continue to hold people's attention. In an interview with Debbie Millman on her podcast "Design Matters", marketing and brand strategy specialist David Aaker stresses that no one is really interested in what your brand has to say about itself. He urges that the "my brand is better than yours" concept does not create growth. Disruptive innovation is hard, which is why most of the content you see on social media is not engaging, or, even worse, ignored. We live in a purpose-driven economy. Ask yourself, what is my brand purpose? Your answer may change with each new year, but what makes your brand different – your story – needs to be so compelling that people won't even consider other brands.

      Meet The Contributors

      Do you think all of these are the same? They are all important to your business, and they all can and should be tested, but they are measuring different factors.
      • CX refers to the total customer experience, which includes all interactions with a brand throughout the buying cycle.
      • UX refers to user experience and considers all customer interactions with a brand, including their products and services.
      • UI refers to user interface and specifically focuses on things like screens, buttons and icons in the design on websites and other digital channels.
      Just as SEO is a part of SEM, both UX and UI fall under the broader umbrellas of CX. In the B2B sector, a client could give you a low CX score because they don’t like your invoicing policies; a high UX score because the user loves what your product does to save time; and an average UI score because the buttons felt a bit clunky when the user tried to use your mobile app while traveling recently.

      Instead of Checking Your Emotions at the Office Door, Use Them to Engage Your Audience

      By Vice President of Digital Services Kristy Bonner You may be all business, but sometimes exuberance – or worse, insecurity -- takes centerstage, no matter how hard you try to remain professional. As someone who has worked in a newsroom, I can empathize with the daily emotional breakdowns of news producer Jane Craig (Holly Hunter) in the 1987 film “Broadcast News.” And, remember the famous line from team manager Jimmy Dugan (Tom Hanks) in the 1992 movie "A League of Their Own" when one of his players was having a tough day, “There is no crying in baseball.” These are memorable examples of the struggle to remove emotion from a professional environment. But, is it possible to completely remove emotions from the workplace? And, should we? Emotion has impact, so keeping your work devoid of emotion may stifle your potential.

      What's your eq?

      Emotional intelligence, or emotional quotient (EQ), measures a person’s ability to manage and understand their own emotions and others'. Many experts consider this a more powerful indicator of success in the workplace than IQ or personality, according to Talent Smart EQ. Those with higher EQ scores tend to have the ability to better manage stress; communicate more effectively with clients and coworkers; handle challenges and setbacks; navigate conflict; and build stronger relationships. Such skills make for stronger managers and employees and can lead to career advancement. A survey by Talent Smart EQ found that every point increase in EQ equates to $1,300 added to your annual salary. Emotional intelligence is a flexible skill, so you can improve with practice. So, amping up your emotional game could improve your career outlook.

      do you remember?

      We’ve all said it, “Do you remember that commercial where ...?” Those commercials you recall days or even years later are usually because of their emotional content. Whether they make you laugh, cry or become a bit nostalgic, emotional advertising makes an impact. Consumer products and non-profits have been using this secret sauce since the early days of advertising to sell everything from batteries to gum and for causes such as animal rescue and advancing education. Airbnb even underwent a rebrand to leverage emotion, focusing on building a sense of belonging. And according to Alder and Alder, it worked, with Airbnb showing an 80 percent increase in revenue within two years. In the business-to-business segment, we’ve seen emotion leveraged through comedy and storytelling in efforts by Zendesk and IBM. In digital marketing, tapping into emotion generally leads to higher conversion rates. In a world where marketers are vying for audience attention, you have about 8 seconds to make an impact before you miss your chance with a prospect. The good news? Research shows it only takes 3 seconds to stir a gut reaction that could make a lasting impression, according to The Drum. In social media, we encourage viewers to share, click and comment. Why not use emotion to amp up engagement? The Digital Transformation Institute says to engage emotionally with prospects and clients, focus on the “4 Rs.”

      The '4 Rs' of engagement

      Consider applying these concepts to your marketing efforts. Respect: We want to like the people we work with but, at the very least, we want them to be honest, trustworthy and have integrity. It really comes back to the Golden Rule ... "do unto others" and all that. Reciprocate: You should strive to build a relationship, as you do face-to-face, so don’t make it all about you. Get to know your viewers, too. Recognize: Create content they care about. We all like to talk about our businesses, but do your customers really want to hear about you every day? Make sure you are creating content that provides timely information, tips to make their jobs easier or offer moments of levity to brighten their busy day. Reward: Offer something of value that your audience will want. Consider giving them free access to a webinar or a case study. Research from The Digital Transformation Institute shows striking an emotional chord pays off, with 70 percent of consumers with a high level of emotional engagement with a brand spending twice as much time engaging with that company.

      Welcome to emotional marketing

      Indeed.com defines emotional marketing as, “messaging that companies use to target specific human emotions and engage with consumers. These emotions can include happiness, anger or sadness.” Additionally, business leaders note that another emotional tactic involves referencing current events to create an emotional connection. Ready to give it a try? Consider these tactics in your next campaign:
      • Foster inspiration: Encourage your audience to dream big.
      • Use aspiration: Tell how your brand can help customers achieve more.
      • Location: It’s not about a map, it’s about showing your concern about where your customer is and being connected to that location, such as offering aid when needed or sponsoring an event.
      • Mark milestones: Making a viewer recall a fond memory of an anniversary helps them remember your brand, too.
      • Show some love: Love is a big emotion and viewers actively seek it out. Bring a bit of this into your brand through an effective campaign or even a play on words.
      • Color: Colors carry emotion, so sharpen your color theory skills.
      • Tell a story: Storytelling is powerful and a narrative creates a memorable impact. Don’t just talk about your product, share the product’s origin story.
      Feeling a bit emotional after all this? Good, then it’s time to get to work on your next marketing campaign. We’d love to help you with your next campaign. Connect with us on LinkedIn or via our website.
      Google recently unveiled its Helpful Content update. It was released August 25 but it could take up to two weeks to rollout. This is part of Google’s continued effort to encourage original and helpful content written by people, for people. Here are some tips from Google to keep in mind as you create content that is good for site viewers and SEO rankings.
      • Focus on people-first content: This includes creating content that your users want to see, and ensuring that you are answering site visitors' questions when they find you via search.
      • Avoid creating content for search engines first: Write for humans, not search engines. Be original and be cautious of using automation tools to create content. Your content should show your expertise, not just rehash what other sites are saying.
      HELPFUL LINKS: Foster Marketing's team of experts are here to help you adapt your digital marketing strategies to stay ahead of the everchanging digital landscape. Contact us online to schedule a meeting or give us a call at 281-448-3435.

      A Mid-Year Marketing Check-in

      By Vice President of Account Services Megan Schreckenbach Where has the year gone!? Summer is officially over (albeit 95-degree days in Houston); the kids are back in school (hooray for that one); football season is SO close; and there are 17 Saturdays until Christmas (in case you were wondering). It’s a natural time for many of us to reset at home and get back into a routine. As we look towards Q4, this time of year also calls for a marketing plan check-in to revisit and make adjustments as needed to finish the year strong.

      Why a review?

      Here are some tips for completing a successful marketing plan review.
      • Take a Look Back
        • First, take a look back at where you’ve been. Along with reviewing marketing efforts to date and associated ROI, analyze sales performance to date and review how this stacks up to your initial goals.
      • Check-in with Sales
        • Meet with the sales team to ensure alignment. Consider jumping on some sales calls and implement any shared recommendations for marketing initiatives.
      • Revisit Organization and Marketing Goals
        • The marketing plan is often tied to organizational goals so addressing these overall goals is an important step. Consider it a mid-year SWOT (strengths, weaknesses, opportunities, and threats analysis). Ask your team:
          • What changes are now affecting our organization that might mean you need to adjust your goals?
          • Are there new target audiences that we need to take into consideration?
          • Are some of our goals no longer relevant?
          • Are there any new goals we need to create?
      • Touch Your Analytics
        • By taking a good look at the data available for measuring the effectiveness of your marketing tactics, compare your actual results vs. your intended results. Discuss what worked or did not work and what needs to continue. What do we need to focus on that we might have missed?
      • Look Closer at Your Top Audiences
        • Who marketing serves guides what is produced, so is our knowledge of the audiences still accurate?
          • Have your audiences been impacted by anything lately?
          • What new challenges are they faced with that we can support?

      Finish the year STRONG.

      This exercise will leave you with a refreshed outlook and a better roadmap for the rest of the year, and we’re here to help! At Foster Marketing, we are actively working on innovating our cost-effective, creative solutions. With decades of experience as a full-service marketing partner, we know how to provide you with the best guidance in integrated marketing communications strategies, digital marketing, public relations, trade show and event marketing and advertising and awareness efforts. Planning for next year? Or the next 5 years? You should be. We can help. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      Did you know that Google offers a content change detection and notification service called Google Alerts? With Google Alerts you are able to set up notifications to your Gmail or any RSS feed that you'd like to send alerts to. You also have the option to choose how often you want to be notified. There are many benefits to using this for your business development:
      • Watch your closest competitors
      • Monitor key prospective clients (and contacts)
      • Monitor current clients (to use as touchpoints)
      • Stay up to date on the most important industry topics that affect your business
      • Stay informed on industry regulations
      • Monitor up-and-coming industries you are trying to break into.
      Additionally, you can monitor mentions of your brand and products and respond quickly and effectively to negative online reviews. Add and share links to positive press or product and service reviews while keeping an eye on media coverage of your company. Foster Marketing's team of experts are here to help you take advantage of tools like these to manage your business's success.
      By Account Executive Kelsey Whitmeyer In today’s marketing game, it’s all about who’s the best at engagement. How are you actively offering the most exciting user experience? Are you hitting the sweet spot? Our team has identified some trends to avoid fielding errors in your social engagement game.

      What is Augmented Reality (AR)?

      And How Can I Use It in Business? Augmented reality (AR) is the integration of digital information within the user’s environment in real time. It is the blending of interactive digital elements – such as dazzling visual overlays, buzzy haptic feedback, or other sensory projections – into our real-world environments. It brings together your imagination and the real world as one. Watch this film from Apple Snapchat is a fun and popular messaging app and service offering AR effects. It’s a fast and interactive way to share a moment, especially for those companies consistently attending industry events. For example, at your next trade show. Or, how about making that next facility grand opening more enticing with the use of AR effects.                 On Instagram, you can use AR as computer-generated effects superimposed on real-life images, called AR filters. AR filters work with your camera, adding a layer or imagery in the foreground or background of your image. Custom AR filters on Instagram are a way to connect your brand’s name and account to the filter. Anyone using it or seeing it will see your company information. While there are many filters that create a silly feel or serve well for special occasions, they are also powerful for brands by driving organic traffic. How? One follower shares a filter and reaches many of his or her own followers. Those users then share the filter with their followers. The bases are rounded until hundreds, even thousands of people have seen or used the filter, amping up a brand’s name and social media followers. And, it’s a fun way to increase brand awareness! Clips by Apple lets users cut together short videos and photos, add AR filters, emojis and music and send them out into the world – albeit without a standalone social network attached. It’s also a fun way to enhance your real-world environment with playful, immersive effects. Test it out by recording a fun message or company announcement in a vertical or horizontal orientation, sized to social standards, and share your augmented world to your newsfeed!

      What is virtual Reality (vR)?

      You may have seen ads for – or persons using – headsets to interact in a virtual world. That is Virtual Reality (VR). Virtual reality is a computer-generated environment with scenes and objects that appear to be real, making the user feel he is immersed in his surroundings. This environment is perceived through a device known as a Virtual Reality headset or helmet. Facebook recently took a big leap into virtual reality. While social VR has been around for a while, Facebook is now offering its own virtual reality social networking platform called Horizon. The platform offers easy building tools that allow for users to bring ideas to life within the VR. What's social media without bringing your imagination to life?

      Expand Your Reach With Location-Based Marketing

      Geolocation refers to the use of location technologies such as GPS or IP addresses to identify and track the whereabouts of connected electronic devices. Using geolocation in social media has become an increasingly successful way to improve the effectiveness of a social media campaign. Geolocation-based data enables companies to learn more about their customers, better adapting to their needs and interests. Geotargeting is a geolocation-powered tactic to reach an audience of people within a specific location. Facebook and Instagram have made geotargeting more accessible, with the option to customize different sets of audiences, depending on the targets’ locations. Your reach potential jumps from 6,000 to 60,000.

      Throw a Curveball With a Snapchat Geofilter

      Snapchat Geofilters let you add specific, location-based filters to your photos. Add some company customization at your next trade show, customer event or facility tour! And, at that facility tour, encourage attendees to take photos using the filter! Snapchat charges per Geofilter. They are fairly inexpensive yet provide a lot of value.

      Don’t strike out by missing your opportunity to take part in these user-generated content techniques on social media. At Foster Marketing, we are actively engaged in offering new solutions to best position our clients for success. Step up to the plate and get started with us today by giving us a call.
      Are you taking advantage of real-time virtual engagement with your LinkedIn followers? Did you know that LinkedIn live videos get “7x more reactions and 24x more comments” than a native video? LinkedIn Live & LinkedIn Events are continuing to grow in popularity and LinkedIn has recently combined and enhanced the two virtual tools. LinkedIn Live and LinkedIn Events can still be used separately, but also in conjunction. Within the past five months, LinkedIn has made Events fully public. Instead of being closed and invitation only, you can add registration forms to gate your Live Event and gather information on attendees. Also, when you create an event, an event post will pop up on your feed. OHH-LI-event-post          OHH-LI-event Anyone can watch the replay of a past event, but would still have to fill out the registration form. LinkedIn also has added more engagement options for Live Events such as new reaction buttons, the option to reply to specific comments and invite specific people to the conversation by tagging them in comments. Get more out of your social platforms by turning in-person events into virtual events, connecting with your audience in new ways and engaging in conversations online to build your network. Foster Marketing's team can help you navigate changing virtual landscapes. Contact us today or schedule a meeting to discuss opportunities and solutions for your digital marketing plans.
      By Chairman of the Board, George Foster, CBC … spankings, lead paint, rusty playgrounds, secondhand smoke, toy guns, no seat belts, no helmets and drinking from the hose. In fact, when a waiter at a restaurant takes my drink order I’ll ask for water first. He’ll dutifully ask “still” or “sparkled” and I’ll answer “growing up I drank out of the hose.” I’ll either get a startled look or a laugh. No pretentiousness about me. We’ve survived the worst of COVID thus far. We will survive inflation and the gasoline crunch and our businesses will survive if we’re vigilant … and not complacent. How do I know? Vice Admiral James Stockdale convinced me.

      The Stockdale Paradox

      The Stockdale Paradox is a concept, along with its companion concept, Confront the Brutal Facts, developed by Jim Collins in his great book, Good to Great. The concept is named after James Bond Stockdale (1923-2005), a United States Navy Vice Admiral and aviator who was awarded the Medal of Honor as a prisoner of war for more than seven years during the Vietnam War. Stockdale wound up in the Hoa Lo Prison, the infamous “Hanoi Hilton,” and spent nearly eight years under unimaginably brutal conditions. He was physically tortured no fewer than 15 times. Techniques included beatings, whippings and near-asphyxiation with ropes. “I never lost faith in the end of the story,” Stockdale told Collins. “I never doubted not only that I would get out, but also that I would prevail in the end and turn the experience into the defining event of my life which, in retrospect, I would not trade." When asked what was the most important thing that he learned, he said “That’s easy. The optimists …oh they were the ones who said, ‘We’re going to be out by Christmas.’ Then they’d say, ‘We’re going to be out by Easter.’ And Easter would come, and Easter would go. And then Thanksgiving, and then it would be Christmas again. And they died of a broken heart.” What is the Stockdale Paradox? Stockdale told Collins ...
      "You must never confuse faith that you will prevail in the end – which you can never afford to lose – with the discipline to confront the most brutal facts of your current reality whatever it may be."
      Stockdale Paradox: A Message for Uncertain Times Jim Collins - Good to Great

      Defining Your Current Reality

      Many successful business owners suffer from survivor bias, a phenomenon that refers to the human tendency to study successful outcomes and ignore the accompanying failures. Or, as Collins mentions in another concept, failure to face the Brutal Facts. Because of this, we adopt opinions, structure businesses and make decisions without examining all the data which can easily lead to failure. In a recent presentation, Len Herstein, the author of the book Be Vigilant, discussed how success leads to overconfidence which leads to unawareness which leads to complacency. He states that “success is not the end goal; keeping it is.” And, that’s where complacency comes in. Herstein says complacency is not laziness; it’s overconfidence, self-satisfaction, smugness and unawareness of threats. The opposite of complacency is not paranoia, it’s vigilance. Herstein says the two signs your company is at risk of complacency are:
      • You can’t let go and,
      • You don’t question success.
      Two vigilant strategies to fight complacency are:
      • Give autonomy
      • Debrief success

      You Can't Let Go

      Complacency flows up and down the organization from the C-suite to the front line. All along, discretion has a key role in vigilance. Discretion in this instance is defined as individual choice or judgment or the power of free decision or latitude of choice within certain legal bounds, i.e., the “the decision was left to his discretion.” Discretion drives awareness and engagement. A disengaged front line creates an unaware C-suite. The more scripted a role, the more checked out an employee is. Autonomy increases engagement 17%. According to Herstein, 59% of employees report being micromanaged. So, where do you start? According to Herstein there are five strategies:
      • Behaviors/outcomes vs. special tasks. Seek an end result, not define the means to an end.
      • Allow for flexibility in performance metrics. Do employees produce just as well from home as they do in the office?
      • Shalls vs. Mays. “Shall” is a command; whatever follows after “shall” is mandatory. On the other hand, “may” is discretionary; what comes after “may” is at the discretion of the person making the decisions.
      • If you give discretion, allow for discretion. With discretion there will be mistakes. We learn a lot from mistakes. Education can be expensive but worth it in the end.
      • Allow employees to manage their timelines. A tough one, but it’s all about the end result.

      Question Success

      Vigilance is questioning everything even when everything goes right. Success hides the micro failures. For example, I know in our business (and this is maybe a residual trait from coaching in athletics), I was much more vigilant when things were going great, i.e., didn’t want things (billing, mistakes) falling through the cracks. And, tended to be more supportive of folks when things were not going well. The benefits of debriefing success are it forces awareness, builds engagement, fights overconfidence, strengthens relationships and protects the success. Again, Herstein outlines five keys to debriefing success:
      • Outcome Independent. You put yourself out there and act based on what you think is right, without knowing what will happen and without hoping for a certain outcome.
      • Timely / Frequent. We always debate whether a yearly review or multiple reviews? Same with feedback.
      • Titles at the Door. Reminded of the line in the One Minute Manager when the employee comes to the Manager with a problem and the Manager responds: “Good! That’s what I’ve hired you to solve.”
      • Structure. How you receive the information can be at the discretion of the giver of the information.
      • Share the Findings. Part of the communal effort to build success companywide.
      Leave complacency at the door. Let go, debrief success. Remember ...
      "Success is not the end goal; keeping it is." -Len Herstein
      For 42 years, Foster Marketing has survived and thrived by empowering our employees and never resting on our laurels. You can, too. For more information on how you can create a successful, non-complacent company, call Foster Marketing and we can show you the way. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      Recently, Google provided an overview of its latest search engine modifications. "Our first updates were designed to, among other things, help ensure reviews come from people who demonstrate expert knowledge and first-hand research about products. [The latest] update builds on this work to make sure that product reviews in Search meet certain criteria." Google's goal to elevate trustworthy and reliable advice means that reviews must now meet the following criteria: • Include helpful in-depth details such as the benefits or drawbacks of an item, specifics on how a product performs or how the product differs from previous versions. • Should come from people who have used the products and show what the product is physically like or how it’s used. • Include unique information beyond what the manufacturer provides such as visuals, audio or links on the reviewer’s experience. • Cover comparable products or explain what sets a product apart. How is this relevant to your SEO approach? Google reviews play a tremendous role in improving your search rankings. Every business owner loves to see good reviews, but as a business owner you are limited in what you can control – especially in regards to what people say online. Learning more about what you can control can help you to maximize your review performance and amp up your SEO strategy.
      You or your company page can now create a Newsletter on LinkedIn. This new feature will allow you to write about a professional topic you care about on a regular basis. All types of pages can create a newsletter, including Showcase Pages, Product Pages and Service Pages. You must meet the newsletter access criteria and be a super or content admin. Once you create a newsletter, you can publish up to one article every 24 hours. Make your newsletter engaging by specifically addressing unique topics consistently enough that subscribers look forward to the next article. By default, your page followers will be invited by notification to subscribe to your newsletter once the first article has been published. Members can subscribe and will then receive a notification and email every time you write a new article.
      By Design & Digital Associate Elaine Benoit Have you ever heard that the human attention span has shrunk to less than that of a goldfish? Whether this is true or not, most of us are aware of how constant consumption of media has ultimately affected our daily lives. Bite-size information is being aggressively pumped out from a plethora of social media platforms, and we are swept into an endless feedback loop of instantaneous reactions. ... Phew! It can be extremely overwhelming to navigate this information overload, and even more difficult to be recognized among content that is scrolled past and skimmed over. People only expect easily consumable bits of relevant information. So, how is your company supposed to compete? How do you cut through the clutter? You don’t want to swim aimlessly in the fishbowl.

      Seeing Is Believing

      Generally, about 93% of communication is considered nonverbal. The part of our brain that is responsible for long-term memory is the part that remembers images. Visual communication can help your audience retain information longer and form stronger connections with your brand and message. When we say visual communication, we are talking about things such as fine art, videos, infographics, slide deck presentations, brochures, billboard ads and so much more. You can use visual language to evoke emotions and project tone by, for instance, your choice of specific typefaces or use of colors. People often find images relatable, which is also why authentic visuals are proven to be more successful than the use of stock imagery. What you put out there needs to be tailored specifically for your audience. You don’t want to appear repetitive, boring or out of touch. It’s important to have a strong marketing strategy in place for visual elements to support. While visual communication can be highly effective, if your marketing message is not well crafted and targeted, your brand will ultimately suffer.
      "A picture can paint a thousand words." 
      - Frederick R. Bernard
      This poetic cliché speaks a universal truth: You are fluent in a language that you are probably not even aware of – reading imagery. Illustrator Christopher Niemann comically recognizes this art of speaking without words in his TED talk, pointing out that no one really taught you, but you do it more often than you know. As a child you would draw a circle and five lines and we understand that this is a hand. The fact that people are incredibly good at interpreting imagery and filling in the blanks makes the job of a designer a bit easier. We have the power to convey a complex idea and communicate it in a very simple form that you are able to immediately understand. The most obvious example is iconography. Do you use emojis when you are texting? If you received a text with maybe an airplane or a car, you know that these images do not simply communicate what they are in actuality, an airplane and a car, but the entire concept of travel.

      ✈️  🚘

      An example of visuals affecting how you feel could be the range of internet signal symbols on your phone. Depending on the signal, it might evoke certain emotions of fear, frustration, comfort and relief. Take this image for example: you see a person riding a bike, correct? But, is there actually a bike? There are really only two ovals drawn and the image of the bike is made up by your mind.

      Well, maybe there are some clever visual hints in there. But you get the idea. You have an innate and highly intellectual understanding of visual language. So, how much information do you really need to convey to get your message across? The answer is just enough. Visuals are a communication shortcut. You can save time and say more with less.
      "The deeper something is etched into your consciousness, the fewer details you need to have an emotional reaction." 
      - Christopher Niemann
      Overall, it is essential that designers have an understanding of the visual and cultural vocabulary of a particular audience. Niemann confirms that possibly the most important skill for a designer is empathy, because the magic doesn’t happen on a piece of paper or behind a tiny handheld screen, that magic spark is ignited in the eye of the beholder. Touching the mind of the viewer is the goal. We do our job better by becoming better observers. Our role is to be aware of what people expect and what they already know and make our design intentions meet these two things.

      Why Is Visual Communication Important?

      More information is consumed today than ever before at a much faster pace. You want your company and message to stand out in the crowd, which is why understanding how to communicate visually is key. Not only can visuals help you present something in an attractive way, but in a way that is more digestible and easier to understand. If you are dealing with a topic that is particularly dry, visuals can enhance your message and give it the appeal you need to reach more of an audience. Visuals build brand recognition, that is, with consistent standards such as colors, text, images and designs that reflect your brand personality. Your company should be taking advantage of the full spectrum of communication methods. If you are only doing part of the work, you cannot reap the full effect of the benefits. Foster Marketing has a long-standing history of leveraging talented artists and designers, both internally and outsourced. Our team has ample resources to help you build upon your brand and message. Let Foster Marketing help you amp up your visual communication and marketing strategies. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      By Director of Public Relations Anna Scordos-Brooke Working on your public relations is just like one big non-stop party. That is, if you were the party host trying to run a smooth event, where everyone gets to know new people, make new friends and have tons of fun. Like any good party, the guests, or business audiences (customers and media) that happen to be the target of your PR efforts don’t need to see all the hard work that goes on behind the scenes, either in the planning or implementation. But, there is plenty of hard work involved. If you are embarking upon a PR campaign for your organization, Foster Marketing can take on the role of a party host and will take on the challenge to answer the following questions on your behalf: PR-merriamdictionary  

      "Is everyone's glass topped up?"

      Keeping glasses topped up is probably rule number one of hosting any party and is key to making your guests feel welcome, relaxed and open to conversation. Are you giving your business audiences the same treatment through your PR efforts? Do you engage with them in a hospitable manner? Are you welcoming of their questions? Are you responsive when someone from outside your organization attempts to engage with you? We make sure that all your PR efforts point to a company that is eager and enthusiastic for positive engagement – we welcome everyone to your "party."

      "Are my guests getting hungry?"

      How can any of your guests pay attention to your stories if they can’t stop thinking about when the food is being served? Hungry party-goers are a recipe for distractibility, irritability and, possibly even, an early exit. Likewise, are your business audiences at risk of getting impatient? Are you giving them some real meat in your interactions with them, or do you constantly leave them wondering when some tastier PR tidbits are going to come along? We make sure that each effort to engage them is worth their time, to stop them from looking for sustenance elsewhere.

      "Am I paying equal attention to all my guests?"

      A good host takes the time to work the entire room, talking to all of the guests that were invited to the party. As a business, you may cater to multiple business functions across a variety of industries. It is to be expected, that from time-to-time, your attention may be focused on one audience over another. We make sure you don’t forget about your other audiences for too long. For example, if this year’s PR campaign has a strong focus on the renewables industry, we make sure you also dedicate some time to talking to your offshore oil and gas customers throughout the year, too, so they don’t think you’ve moved in a permanently different direction.

      "Is everyone getting along?"

      The last thing any party host wants to see is any confrontations breaking out on their watch. In order to avoid any scenes of unpleasantness, as the host we remain vigilant to any potential for negativity and be proactive to dissipate it before it grows. In terms of PR, this means monitoring comments in social media, taking the pulse of any negative sentiment attached to your company in the wider media landscape and putting in place strategies to address them before they snowball.

      "Am I creating a good impression?"

      As we all know, there are no second chances to make a good first impression. At a party, we would steer clear of controversial topics of conversation, i.e. politics or religion with strangers as well as acquaintances. We would be careful not to come across as over-familiar, or standoffish. In short, we would put our best, and most friendly, face forward. Foster Marketing understands that this approach is no different with a PR campaign, where provocative, contentious and divisive topics and tones should be avoided at all costs.

      "Are my guests having fun?"

      The aim of hosting a party is for everyone to have fun. You may have additional goals in mind, of course, but if you can achieve an overall shared sense of fun, you’ve been successful. From a business perspective, we also want your audience to have a certain type of "fun" in their interactions with you. We want them to think of you as someone who is interesting and engaging. Someone who is easy to work with, can get along with people, and that is trustworthy. We achieve this by ensuring that your PR is always trustworthy, interesting and reliable – and back it up by embodying these qualities in real life.

      "Are they glad they came, and would they come again?"

      The Merriam-Webster Dictionary defines PR as, “The business of inducing the public to have understanding for, and goodwill toward, a person, firm or institution.” Just as a good party can perform this job for its host, so can an effective PR campaign achieve this for its organization. It is relatively easy for us to help your audiences understand what you do, and why you do it. Generating "goodwill" is the key, and also the biggest challenge. As well as being a bundle of vague positive feelings, "goodwill" is also the established reputation of a business – a quantifiable asset – and is intrinsic to a company’s overall value. Goodwill is hard to build, but easy to lose. So, it should be taken seriously and handled with care by a professional team like Foster Marketing. Contact Foster Marketing today to find out how we can help you develop and improve goodwill in your PR initiatives. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      By Event Coordinator Dustin Ponthieux Customer events and trade shows are a big investment of time and money for an organization. With this in mind you will want to get the most traffic and eyeballs possible at your booth or event. There are many ways to promote your company’s presence at an event such as a sponsorship, social media post or a magazine article, to name a few. A highly affective and inexpensive way to shed light on your company’s event is to use live video on social media. This can be done on every popular social media platform: Facebook, Twitter, Instagram, and now, LinkedIn. There are many different strategies to use when using live video on social media. You can promote that you will be at a trade show or customer event and invite people to visit you at the event. This could be done during “setup” before the event or the first day of the event, giving your audience time to plan their attendance. You can also go live in a multitude of ways during the event depending on your message. Following are four effective ways to share your message using live video on social media: The first-person tour, an informative invitation, a two-party message and a live Q&A/demonstration.

      The First-person Tour

      The first-person tour is just that, a tour of your event or trade show booth in the first person. Anyone – from your marketing lead, sales manager to the CEO – can use a cell phone to show your audience around, explain what is happening and why they should be at your booth or venue. This can be done during setup to invite folks during the show to draw attention to your campaign. A few pros are: It takes only one person to shoot, it’s relatively quick to execute and you can show your whole booth or venue at one time and share your marketing message. A caveat: You lose face time while on the tour.

      Informative Invitation

      The informative invitation method of using social media live would mostly be used pre-event or on the first day of a show. You will need two individuals for this technique or a tripod to hold your phone. Using this method, you want your message to begin with who you are, your location, when and how long you will be there, why you are there, why people should visit you and the actual invitation to come out to your location. A few pros: allows your speaker to have face time with the audience and affords you the opportunity to get a lot of information out in a short amount of time.

      A Two-party Message

      A two-party message is a great way to show a united front. You may want to do a two-party message between a parent company and its most recent acquisition. A representative from Company A would join representative from Company B to share one message. An effective way to share this information is to have a script that allows the two parties to have a quick back-and-forth dialogue. There’s also an opportunity to take questions from the live audience if desired. A pro for this is it allows your audience to see the two companies come together.

      Live Q&A/Demonstration

      A live Question & Answer session and demonstration on social media is a great way to bring your audience that isn’t able to make it physically to your booth or event to be there virtually. This will take some logistical strategy with filming and having a second person to help with reading the questions to the presenter. The most effective way is to have time allocated for questions from your in-person audience and your virtual audience. A few pros are: allows everyone that is interested in your event to see your products and services and hear your message, even if they aren’t physically there. Be wary, if you aren’t fully prepared the logistics can be overwhelming.

      Guidelines

      There are a few guidelines you should follow when going live on a social media platform. You should always allow time for your audience to arrive before your start. The great thing about live on social media is it sends a special notification to your followers the minute you go live if they have that feature checked. Once you have a desired amount of traffic you can start.
      "Always remember, the more you interact with your audience, the more likely they are to remember you when they have a need."
      Your script should have an introduction: who you are, what company you are representing, which trade show or event you’re at and booth number, if applicable. The body copy would include the overall message or Q&A/demonstration, and a call to action: remind them to come meet you at your booth or to go check out your site. Always remember, the more you interact with your audience, the more likely they are to remember you when they have a need. At Foster Marketing, it’s our job to help our clients think of ways to create a more engaging presence. Contact us today to see how we can help with your next marketing campaign. Let’s get to engaging! Call us at 281-448-3435, contact us online or connect with us on LinkedIn.

      BONUS TIP

      Using LinkedIn's Live Video Broadcasting Tool

      LinkedIn is a big platform for most of our clients. If you are considering using this platform for live broadcasting, be sure to do your research. LinkedIn offers great articles and resources to teach you about the many tools they offer. Here are some tips to get you started with the LinkedIn Live Video feature. In order to access the tool, your LinkedIn profile needs to meet LinkedIn’s live video access criteria and you must submit a request through LinkedIn for access. If you think your profile has met the criteria, there are three ways you can verify that you have access:
      1. Auto-apply through a third-party broadcasting tool. LinkedIn suggests the following streaming tools: Restream, Sociallive, StreamYard, Switcher Studio or Vimeo. You also have the option to simply go live with a custom stream (RTMP) tool or choose one of LinkedIn’s Live Certified Partners.
      2. Turn on creator mode. You can visit the creator mode edit hub and if you see the creator tools section then you have access to create live content. If you do not see the section, LinkedIn suggests checking back in the coming weeks.
      3. Create an event on LinkedIn. If your profile is granted access, you will be able to choose LinkedIn Live in the event format dropdown.
      For more information on using LinkedIn’s live video broadcasting tools, check out their article of FAQ and LinkedIn Live best practices.
      Elaine BenoitFoster Marketing has appointed Elaine Benoit as design and digital associate. Benoit will be responsible for creative ideation and conceptual design campaigns on behalf of Foster’s clients. Benoit holds a degree in graphic design from the Savannah College of Art and Design in Georgia, U.S. Prior to joining Foster, she enhanced her professional skills through unique college training experiences and internships at a digital marketing firm and tech-toy company, where she created branding and packaging and print and digital marketing materials for products and companies across the globe. Foster Marketing’s president and CEO, Tiffany Harris, said, “Elaine will build visual campaigns and work closely with our digital and internal account teams to develop innovative creative for our clients. Her vast visual interests include design, painting, packaging, photography, motion media, videography and anything else she can get her hands on. She values aesthetics and functionality and her mantra is, ‘Form Follows Function.’ We are excited to put her energy, enthusiasm and creativity to work for our clients!”
      The new year rings in digital advancements with a plethora of marketing options, tools, trends and shiny new technology. With all of this buzz, it's easy to get overwhelmed. While you want to be on the cutting edge, don't spread your efforts too thin by trying to use too many tools. A good reminder: Sometimes less is more. A goal to consider could be to focus on one effort at a time and optimizing for your business before moving on. Another important reminder: The majority of your business growth comes from basic marketing foundations. Focusing on your foundation will provide better return on your investment beyond experimenting with every new tool available. Start the new year right by setting some goals and strategically planning your business initiatives. We have plans, too! Check out our New Year's work resolutions on LinkedIn, Facebook or Twitter!
      Q&A with President & CEO Tiffany Harris

      A C-SUITE PERSPECTIVE

      Tiffany Harris, President & CEO, Offers Insights on Marketing, Doing Business and What's Ahead

      From account associate to president & CEO and owner, Tiffany Harris has seen it all in the past 26+ years at Foster Marketing. New trends in marketing, good and bad times in the industry, massive technology and product rollout efforts, and, of course, lots of changing playersshe has been here to witness and have a hand in it all. This month in Fostering Ideas, we asked her to share her thoughts as a marketing and business professional. Q: In an everchanging “doing business” landscape, how is Foster Marketing keeping it real? A: We are embracing the changes and the challenges! From finding the productive balance of in-office and work-from-home setups; to first-time introductions via video; to hybrid events, we are rethinking, reimagining and reinventing every day. Q: When people think of Foster Marketing, what do you hope their first thought will be? A: Strategic thinkers with tons of energy industry expertise that would be a great partner added to our team! Q: How do you keep client relationships strong and maintain client longevity? A: Be honest and transparent, put in the time to learn about the client and your daily colleagues (professionally and personally), be a good teammate, know the expectations, and do great work. Q: What trends are you seeing in B2B marketing, specifically in the energy, industrial, chemical and manufacturing industries? A: As with any industry today, digital marketing initiatives are top of the list – improving how to do business with limited face-to-face opportunities, travel restrictions, etc. With that comes smarter clients who are becoming more entrenched in the analytics and wiser in their understanding of the digital opportunities, which means they are more willing to try new tactics and push the boundaries a bit more.
      Be honest and transparent, put in the time to learn about the client and your daily colleagues (professionally and personally), be a good teammate, know the expectations, and do great work."
      Q: How does Foster Marketing differ today from five years ago? A: First, we had a changing of the guards if you like, with the completion of my purchase of Foster Marketing from George, although I have been a part of Foster for 27 years, so my face is not new to too many. Second, like many companies we have seen a more diversified clientele from traditional oil & gas – still in our wheelhouse, but broader reach into the alternative energy, industrial and manufacturing sectors. Third, we have and will continue to see growth in our digital offerings, team and overall scope. Q: As industries are rapidly changing, how will Foster Marketing evolve? A: While we are consistently engaging in new business efforts, we are in a unique position in that we have the benefit of growing and diversifying with our clients. Because of this, we are continually honing our knowledge of the industries we serve and the players within them – learn the competitors, get to know the publications and editors, research the related associations and organizations, identify and qualify the industry events, etc. For me, discovery and knowledge are keys to not getting left behind.
      "Good content has legs and one piece of content can be used in many different ways ..."
      Q: New marketing avenues/tactics seem to be surging but not all budgets are amping up yet. What’s your top must-have in every budget? A: First and foremost is strategic planning, whether that plan includes multiple tactics or just one. And, any tactic is led by messaging and focused content. Once that messaging and content is developed consistently then you have many options to implement it, as I often say, “good content has legs and one piece of content can be used in many different ways – social, web, thought leadership, etc.”. At this stage it is about pushing the content out and regardless of budget, I am a huge proponent of PR (third-party endorsement).
      "Now, we are seeing more focused boutique shows where there may be a smaller crowd, but it is a better-quality crowd, from a decision making/recommendation standpoint."
      Q: Before taking over as CEO, you made your mark as the master of tradeshow and event planning. With the state of the world and industry, what are your predictions on 2022’s outlook? Any advice for those struggling with how to proceed? A: While it is not what people want to hear, the trade show landscape will never look quite the same as pre-COVID. But that is not necessarily a bad thing. What these times have done is make us more aware of our time, our spending and our overall objectives. We had come to a time when it was trade show overload, you could literally be at a show every day if you had the time and the budget. Now, we are seeing more focused boutique shows where there may be a smaller crowd, but it is a better-quality crowd, from a decision making/recommendation standpoint. Our clients still believe in the power of the trade show and we have a full calendar in several industries on a global level, albeit more domestic than in past years. Q: As someone who has helped build Foster Marketing’s track record of success and now as CEO/owner, what are you most proud of? A: So many things, but three stand out.
      1. Our longevity, which is a testament to George, our loyal clients and our dedicated team (many with 10+ years with Foster).
      2. Our reputation, which is showcased time and time again when current clients provide new business referrals or when a past client calls us again when they have another opportunity to work with us at a different company.
      3. Our future.
      Tiffany Harris is President and CEO of Foster Marketing. She and the Foster Marketing team have plenty of experience to help you not just survive but thrive in today’s business climate. To set up a meeting with her or a team member, call us at 281-448-3435 or contact us online.    

      The Lafayette Chapter of the American Association of Drilling Engineers (AADE) has announced its 2021-2022 board and committee members. Without this group, all that the AADE Lafayette Chapter does would not be possible.

      The 2021-2022 elected officers for the AADE Lafayette Chapter are Jude Boudreaux, president, Offshore Energy Services, LLC; Rick Farmer, first vice president, Double R Engineering; Scott Boudreaux, second vice president, Intracoastal Liquid Mud, Inc.; Sharon Moore, treasurer, Halliburton Energy Services, Inc; and Shawn Guidry, secretary, Crescent Safety Services, LLC.

       Jude Boudreaux, AADE Lafayette Chapter president, said, “We are ready to recover from COVID-19’s impact and have kicked-off the 2021-2022 session with a successful golf tournament and well-attended general meetings. Thanks to all our AADE members and supporters. We are looking forward to more great events in the year ahead.”

      Industry representatives from oil and gas companies serve as members of the AADE board, volunteering their time and talent to support continuing education on drilling and related topics for both professional and student section members.

      The 2021-2022 steering committee tasked with guiding the organization’s efforts includes: Al Wambsgans, steering committee chairman, retired; Bruce Jordan, Stokes & Spiehler; Alden Sonnier, FDF Energy Services; Rick Voth, retired; Jeffery Svendson, Advanced Logistics, LLC; Kristy Bonner, Foster Marketing; and Joe Bernard, Pro-T.

      Additionally, several volunteers serve as committee chairs for the AADE Lafayette Chapter and are tasked with specific responsibilities including:

      • Arrangements: Kristy Bonner, Foster Marketing
      • Membership: Scott Boudreaux, Intracoastal Liquid Mud, Inc.
      • Finance: Kristy Bonner, Foster Marketing
      • 5F: Joe Bernard, Pro-T
      • Golf: Joe Bernard, Pro-T
      • Joint industry: Alden Sonnier, FDF Energy Services
      • Website & publicity: Kristy Bonner, Foster Marketing
      • Universities and scholarships: Rick Voth, retired
      • Sporting clays: Jeffery Svendson, Advanced Logistics, LLC
      • ULL liaison: Derrick Daigle, Halliburton; and Bryce Percle, Halliburton
      • Nicholls State liaison: Jeffery Svendson, Advanced Logistics, LLC
      • LSU liaison: Rick Farmer, Double R Engineering
      • Director-at-large: Sharon Moore, Halliburton
      • Chapter representative to the national: Kristy Bonner, Foster Marketing
      • Director emeritus: Jamie Crosby; Doug Keller; and Al Wambsgans, retired

      The AADE Lafayette Chapter holds its general meetings at 11:30 a.m. on the third Monday on a bimonthly basis at the Petroleum Club in Lafayette, Louisiana. Our next meeting will by Jan. 17, 2022. For more information and to register to attend an upcoming event, visit https://www.aade.org/chapters/lafayette.

      The 2021-2022 Lafayette Chapter of the American Association of Drilling Engineers (AADE) board is made up of representatives from area energy companies. This year’s officers and committee members are, front row from left: Shawn Guidry, secretary, Crescent Safety Services, LLC; Sharon Moore, treasurer, Halliburton Energy Services, Inc; Jude Boudreaux, president, Offshore Energy Services, LLC; and Rick Farmer, first vice president, Double R Engineering. Not pictured is Scott Boudreaux, second vice president, Intracoastal Liquid Mud, Inc. Back row, from left, are steering committee members Alden Sonnier, FDF Energy Services; Rick Voth, retired; Jeffery Svendson, Advanced Logistics, LLC; Al Wambsgans, retired; Joe Bernard, Pro-T; and Kristy Bonner, Foster Marketing. Not pictured is steering committee member Bruce Jordan, Stokes & Spiehler.

      A fairly new occurrence on LinkedIn, trending posts are a new way to push social influencers on the platform. Focused to thought leaders, LinkedIn is using this feature to launch into the influencer market that Instagram, YouTube and TikTok lead. Note: LinkedIn controls what achieves trending post status, but consider the following to up your odds of earning this label:
      • Use hashtags on hot trend topics;
      • Aim for social actions such as more than 100 likes;
      • Comments add weight;
      • Having more than 1,000 followers is a plus; and
      • Targeting topics that have interest but not a ton of thought leaders can help you succeed.

      A Reminder to Reflect on and Count Our Blessings

      By George Foster Chairman of the Board

      The cooler temperatures, the falling leaves, daylight savings time. All are harbingers of fall and Thanksgiving. Autumn is a reminder of change. And, life is all about change. It certainly has been so for me in 2021 and in our country.

      For example, as you look through the news today it’s murder trials, censure and the supply chain bottleneck. Maybe all that supply chain bottleneck stuff isn’t such a bad thing this year. Maybe instead of focusing so much on stuff it would be a better year to focus on family and friends.

      It’s been a tough two years and being thankful for those around us sounds like time better spent than running around trying to find the perfect gift. I can’t always remember what I got under the tree, but I almost always remember who I spent time with and the conversations as well as the blessings I’ve had. So, here’s a few things of which I’m thankful.

      "Let us be grateful to people who make us happy; they are the charming gardeners who make our souls blossom." - Marcel Proust
      The folks that make me most happy are my family. I’m ever thankful for them. Bonnie and Rootie have been with me throughout the 41-year ride and my kids, who are no longer kids, are successful in their own right. Thanks to them for all the times that I was missing in action because of work and travel. Thanks for putting up with “’ol' Dad!” They’ll appreciate the garden quote because in my vegetable garden is where I get a lot of happiness.
      "No one who achieves success does so without acknowledging the help of others. The wise and confident acknowledge this help with gratitude." 
      - Alfred North Whitehead
      In June, I sold the majority of Foster Marketing to Tiffany Harris who has worked side-by-side with me for more than 25 years. I’m so happy for her and I know she’ll build the business even bigger and better. I’m forever grateful to her. Additionally, I owe a great deal of thanks to all the fantastic employees, clients, media friends and vendor partners we had through the years. It was a fantastic 41 years.
      "At times our own light goes out and is rekindled by a spark from another person. Each of us has cause to think with deep gratitude of those who have lighted the flame within us."
      - Albert Schweitzer
      I’ve had numerous mentors and supporters through the years. None more so than Don DePugh, long-time sales rep at World Oil, and Richard Yeager, a longtime ad agency friend from New Jersey. Both passed away in the last month and I have attended both funerals. Both took time to mentor and encourage me in my business and even more so personally. Don was the eternal optimist with a delightful “Hell ... oh” when he answered a phone and never had bad words about anyone. Richard, and his wife Margerite, encouraged us in our business when at times we were barely making it. Then later they introduced us to travel, wine and art. Tough losses, but I am so thankful for their friendship.
      From the left, George Foster; Ron Higgins, formerly publisher of World Oil and vice president of Gulf Publishing; and Don DePugh, formerly district manager for World Oil, get together to catch up and trade industry insights.
       
      From left, are Terry Palmer, longtime contributing artist; Bob Randall, former creative director; George Foster; and Richard Yeager, great friend and member of the Innisbrook Group.
      "Gratitude unlocks the fullness of life. It turns what we have into enough, and more. It turns denial into acceptance, chaos to order, confusion to clarity. It can turn a meal into a feast, a house into a home, a stranger into a friend."
      - Melody Beattie

      When I saw the quote above, I thought of Daryl Davis. Davis is an African American R&B and blues musician, activist, author, actor and bandleader. He is best known for his work concerning the Ku Klux Klan, having convinced a number of Klansmen to leave and denounce the KKK.

      Known for his energetic style of boogie-woogie piano, Davis has played with such musicians as Chuck BerryJerry Lee Lewis and B.B. King.

      I saw Daryl perform on a recent Blues Cruise and listened to an hour presentation on his interaction with the Ku Klux Klan. He’s written two books and been featured in a New York Times article.

      The thankful takeaway for me is when he asked, “How can you hate me when you don’t even know me?” So true and he added “when you’re talking, you’re not fighting.”

      "If the only prayer you ever say in your entire life is thank you, it will be enough."
      - Meister Eckhart
      Autumn serves as an annual reminder of change. Life is all about change and certainly I’ve had lots of change in my life this year. But amidst all of the changes that life brings, as a person of faith I’m nourished and sustained by keeping my eyes focused on God and Jesus Christ. Nothing, not even all the changes we encounter, can separate us from that love. In this way, fall leads us to the gratitude of Thanksgiving to come.
      ‘’Where there is discord, may we bring harmony. Where there is error, may we bring truth. Where there is doubt, may we bring faith. And where there is despair, may we bring hope.” - St. Francis of Assisi

      We are so grateful for our clients, staff and the opportunity to work with so many dynamic professionals over many decades. We look forward to working with you soon. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      Do you know about the passage ranking update? This algorithm update that Google released earlier this year uses artificial intelligence to index not just web pages but specific paragraphs and sentences within a page. Google's goal is to quickly deliver relevant answers to users for any search. For users, this saves time by eliminating the need to wade through entire pages of content. For you, being a featured snippet is a potential bonus!

      Three Key Strategies to Improve Your PR and Marketing in 2022

      By Anna Scordos-Brooke Director of Public Relations “Hands. Face. Space.” This was the COVID-19 slogan launched and persistently publicized by the UK Government in autumn 2020 to emphasize the main elements of the guidance it wanted everybody to remember: to wash their hands regularly, use a face covering whenever possible and try to keep their distance from others. In spring 2021, the government updated its COVID-19 slogan to the slightly less catchy: “Hands. Face. Space. Fresh Air.” The addition of “Fresh Air” marked a significant step in the government acknowledging the importance of aerosol transmission of COVID-19. Now, a year on from the initial launch of the publicity campaign, the advice is (mostly) well ingrained in the public’s psyche, despite (or maybe because of) the large amount of amusing, satirical and downright rude memes it spawned across social media. The slogan was part of one of the UK Government’s biggest promotional drives of all time and, arguably, a successful one. Those of us with an interest in B2B marketing are probably not looking to directly influence the 65 million people that the UK Government was looking to impact with their slogan. But we are looking to reach and influence a target audience that has lived through a recent history of fundamental change in how we contact and relate to one another. What are the new normal rules for effective B2B PR as we tentatively move into the recovery side of the pandemic?

      GET YOUR HANDS DIRTY

      Turn your thought leaders into online influencers: In short, social media influencers are people who have built a reputation for their knowledge and expertise on a specific topic and have generated a significant online following of people who are interested in their opinions. They achieve this position by creating regular posts and videos about topics that interest them and share them on their preferred social media channels. The truth is, you don’t need to be the next Kim Kardashian to garner the type of influence that will positively affect your business and brand perception. If your company is successful, you will have a good selection of innovative, thoughtful and personable employees within your midst – just the type of people who will reflect favorably on your company. Nowadays, it’s important to let the world see them. Whether through online blogs, newsletters, vlogs or social media posts, let them get involved in creating PR for the wider company. Encourage them to tell anecdotes about how your company solved a tricky problem for a customer. Creating emotional connections in B2B is now just as important as in B2C. Let a good personality shine through and give your target audience a glimpse of the people that make your company so special.

      SHOW YOUR FACE

      Connect with your audience: In the age of Instagram and YouTube, your customers expect to see your face. This means getting as many of your management team and valued staff to show their faces in promotional videos, webinars and in-person events. But it also means cultivating an authentic company personality to present to the world. Remember that these days, the adjective "corporate" carries increasingly negative connotations. If your company were a person, how would people describe him or her? Staid? Secretive? Slapdash? Silly? The life and soul of the party? Think hard about how you would like your company to be characterized in an ideal world. Imaginative? Creative? Remarkable? Intelligent? Once you have a solid grasp on the type of face you want to show the world, all of your PR initiatives, right down to the type of words used in your social media posts, should point back to and underline that persona.

      CREATE SPACE

      Make room for high-level messaging: It’s all too easy to get focused on the nuts and bolts of your company’s daily operations and to lose sight of the amazing services and technologies you bring to the world. Remember to regularly take time to stand back, give yourself some space from your day-to-day perspective and appreciate the bigger picture of what value your company really offers to the industry and its customers. Your target market doesn’t know your company like you do. Consider what your company may look like from the outside looking in. Is it an accurate (and complimentary) perception? Your PR efforts are tools by which you can hone this perception into a more authentic and positive one.

      BRING FRESH AIR INTO YOUR PR EFFORTS

      Today, we don’t just market “to” customers, we also market “through” customers. This means the marketing process continues throughout the entire customer lifecycle and is heavily reliant on maintaining positive reputation at all times. In an age saturated by the clutter of ever-changing virtual information, it can be difficult to both manage your reputation and also stand out from the crowd. Once you have all your bases covered with traditional PR, don’t be afraid to try new approaches. Working with an experienced marketing communications firm like Foster Marketing, we help define your company attributes and develop plans that give your best personnel a truly hands-on role in communicating the unique value you deliver to your industry. Call us today to get started! We're here to help. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      QR Codes have made a comeback. Camera scanning instead of an app requirement and most likely, airport check-ins, have made these digital postage stamps top of mind. If you are considering adding QR codes to your arsenal of tools, here are a few things to ponder.
      • How will you use these? Not in an email usually. They should move people from print to a digital format that provides added information or allows an action.
      • What's the goal? Just an action or do you require tracking?
      • What format will you be going from and to? For example, a printed poster at a trade show that sends an SMS message when scanned or calls a phone number.
      • Short-term or long-term use? Is your code intended to be used at one event or will you be printing it on a brochure or card that will be around forever?
      In some cases, you may be able to use a free option – just make sure it is NOT a limited time trial. In general, if you do not sign in, a free code will always work, but you will not be able to edit it or track it. Check the specifics on the service you use for expiration and terms of use on a free code.   Free codes usually have the following limits:
      • No tracking.
      • No edits.
      • Possible limits on size.
      • Some limit file formats.
      • Most limit style such as color, design and adding branding.
      • Expiration date, depending on the service.
      • Commercial use (check the terms of use).
      • Potential scan limits.
      • Limits on what you can do with a QR code such as view a web page, PDF, email, make a call, send a text, do a search, allow feedback, display an image gallery, MP3, Vcard, grant WIFI access, provide location data or allow a Bitcoin exchange.
      If you are looking for a premium code package, this will open up a wealth of potential uses and tracking data. Packages range in cost based on the number of active QR codes, users and scans. Most range from about $7 per month for two codes to 250 QR Codes for about $50 per month. Depending on your goals, this may well be a worthwhile investment.

      Using Visual Content Can Up Your Social Media Game

      By Kelsey Whitmeyer, Event & Account Associate We all know that to be considered “cool” nowadays you need to be active on social media. At least, at Foster Marketing, we have a running joke: “All the cool kids are in digital.” Being social media savvy means continually making an effort to be more engaging. How can this headline grab my online audience’s attention? What hashtag can I use for promotion of this industry conference? And, of course, how can this visual be exciting and engaging? The beauty of visual content creation is being able to show the social media world how creative you are. Visuals are a great way to demonstrate your brand’s personality. Like pictures, visuals are worth a thousand words. And like humans, every brand has a unique personality that is worth showing off. So … how can you become more visually engaging to your online audience? Here are a few tips from our super-savvy digital team.
      Social Video
      Your audience lives in an on-demand Netflix, Amazon Prime, Hulu and YouTube environment. Leverage this to make an impression for your business

      VIDEO, VIDEO, VIDEO

      It’s now the norm to watch hours and hours of video on social media (guilty). According to a Statista survey, in 2020, 22 percent of Americans spent one or two hours weekly watching videos on YouTube, Facebook, Instagram, Snapchat and TikTok. In addition, 18 percent of U.S. adults watched online videos for two to five hours each week. Needless to say, there’s an argument for why your business needs social media video marketing as part of its strategy. Social media algorithms even appreciate video content. For those who’ve made LinkedIn a main social media focus, LinkedIn loves videos – mostly because they’re low in usage on the platform. According to Awario, here are some pro tips for using video marketing for social media:
      • Enticing. Your newsfeed can be cluttered. Videos grab an audience’s attention better than regular posts with copy and photos.
      • Multi-purposed. While video is huge for B2C companies, it also works well for B2B, as there are a variety of video types and formats.
      • Extremely social. A video feature exists on every social platform, which means users are ready to be entertained by this type of content (and look forward to it).
      • Genuine. What better way to showcase a new product than with video? It can also show the emotions of people who use a product or service and build trust between a brand and user.
      Social Video Engagement In a typical new business situation, people ultimately choose to do business with people, companies and brands they like. Which is why social media sets the table for potential prospects and buyers. Imagine what doing a video campaign featuring the faces of your company could do for your business. Include c-suite level leaders, the women behind the brand, manufacturing hands of your brand, etc. Video campaigns can set a tone and showcase your people, products and company in a positive light, even before you ever book a meeting. Thankfully, there are several avenues for video which don’t require a big spend. While most people believe there are huge budgets behind all successful video marketing efforts, Apple has made that easier for us marketers with the iPhone. Camera quality is just as good, and there are plenty of affordable online options for a stabilizer for iPhone, mic set and other handheld video tools. Set your goals, assign topics and interviewees and start recording!
      Social video
      Putting a face with a name is always a plus. Leverage easy-to-use post-production tools to get your experts in front of a specific audience.

      WHAT ABOUT POST-PRODUCTION WORK?

      There are many video production tools on the market today, from high-end training-required options such as Premiere Pro to easy-to-use online tools such as Canva. Animoto is our quick go-to for social videos. And, there are free options for using this video tool, if you want to test it out first. You can easily upload a video, add an effective hook, captions, visuals, sound effects, graphics and a closing slide directing viewers to your website. You can even create a video solely using photos and still images. social promotion

      ADD A THEME TO YOUR SOCIAL PARTY

      Consider using themes month-to-month or week-to-week in your social planning. Mix things up using recurring themes or topics: people-focused, safety, product and self-promotion posts or paid-event registration. How are you mixing up your messaging between proving information to your followers (sharing and resharing) and going for a soft or hard sell? Don’t be afraid to acknowledge digital successes of your company! Ultimately, you need to know your audience: who they are, where they live, what they are interested in, etc. Identify when an industry article reshare is appropriate; and when an attention-grabbing product demo video is needed mid-week as a pick-me-up post.

      BE TASTEFUL WITH TEXT

      When it comes to word count, less is always more – whether for quote images, stylized typography or text overlays. Also, text should always improve – not obscure – your creative. Here are a few tips to keep in mind when including text in images, thanks to Hootsuite:
      • Triple check spelling and grammar.
      • Choose type wisely. Font can affect both tone and legibility.
      • If you need to mix fonts, pair a serif with a sans serif.
      • Avoid green and red or blue and yellow color combos. According to the Web Content Accessibility Guidelines (WCGA), they’re more difficult to read.
      • Keep line length short.
      • Look out for orphan words, called a “widow.” Leaving one word on the last line can look odd.
      • Animate text to make it stand out.
      Less is always more is important to remember for mobile-user purposes, too. You want to ensure text size is legible via a user’s mobile phone.

      FREE, FREE, FREE

      Lastly, take advantage of the FREE tools and resources out there! There is a lot to work with that is meant to help you be more digitally engaging. While not always necessary, stock imagery can be helpful. Pixabay has more than 2.4 million high-quality stock images. Sprout Social also has proven to be helpful for the digitally savvy – especially when it comes to keeping up-to-date with everchanging social media video and photo specifications: https://sproutsocial.com/insights/social-media-video-specs-guide/. Like most tasks, effective and engaging digital campaigns require a plan and a goal. At Foster Marketing, it’s our job to help our clients think of ways to create a more engaging presence. Contact us today to see how we can help with your next marketing campaign. Let’s get to engaging! We're here to help. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      Dustin Ponthieux
      Dustin Ponthieux
      Foster Marketing, a full-service marketing communications firm serving the global energy industry, has appointed Dustin Ponthieux as event coordinator. Ponthieux will be responsible for coordinating and managing trade shows and client events in the United States and overseas. Ponthieux holds a degree in business marketing with a minor in international business from the University of Louisiana at Lafayette. Prior to joining Foster, Ponthieux has coordinated more than 250 events for Oklahoma State and Ragin’ Cajuns athletics programs. Foster Marketing’s president and CEO, Tiffany Harris, said, “As a native of South Louisiana, Dustin is no stranger to the energy, industrial and utility industries and brings a can-do attitude and energetic approach to his work. The passion he demonstrated in his college athletics marketing role will be a great asset on the trade show floor. We are excited to have him join the Foster family!” Ponthieux is a five-year U.S. Marine Corps veteran with diplomatic experience from his time as a Marine Corps Security Guard at the U.S. Embassy in Qatar, Singapore and Russia. His international experience was expanded by study abroad stints in Italy and Paris while completing his degree.

      Now Chairman of the Bored. Hardly.

      Transitioning Through Life’s Chapters

      By George Foster Chairman of the Board

      Life is a series of chapters. Each of us has our own novel. Some finished, some still being written, All reside in His vast library. My chapters are many and full. All recorded for eternity. The Lord is a masterful author, His own novel, a masterpiece in the making. When the pages someday end, as all great novels do, The interwoven chapters will be cherished by many, Each having a favorite chapter to revisit. I will read his novel over and over.

      — Andrew Miles

        Moving through the chapters of life is like moving through the seasons. There are defining moments that signal the close of one chapter and the beginning of another. The challenge, of course, is recognizing when it’s time to turn the page. It’s been two months since I closed the latest chapter in my novel when I handed over CEO duties and a majority ownership of Foster Marketing LLC to Tiffany Harris who has been by my side at Foster Marketing for more than 25 years. I’m still a part owner (albeit small), on a consulting fee and Chairman of the Board. And, that’s Board not Bored. I still mentor, write and consult and do really anything Tiffany needs me to do. Tiffany would not let me get away that easily.
      Founder George Foster, then and now.
      Founder George Foster, then and now.
       

      A 41-Year Chapter

      When I look back on 41 years of The Foster Agency, then Foster Marketing Communications and now Foster Marketing, the time has flown by. It’s been a long, but short chapter. I can remember vividly starting the firm in 1980 in a one room office across from the original Don’s Seafood (now gone) in Downtown Lafayette, LA. It was me, my wife Bonnie and a part-time artist. I can remember our first full-time artist, Kevin Megison, a great commercial and fine artist… and friend. Our first Account Executive was Robbie Davis who later had his own firm. He was like a son to me. In fact, through the years, bunches of Foster folk have gone on to great careers, including the BBR trio – Cherie Hebert, Sara Ashy and Cathi Pavy – in the late 90’s and several recent young people who moved on to jobs in the corporate world and later became clients. In fact, we’ve had two past presidents of the Houston chapter of ANA/BMA – Myla Lowrance and Rachel Bonnette. While people leave, many have stayed to help grow the business, many for more than a decade. Megan Schreckenbach, who is VP Account Services and has been with Foster since 2007 (and moved to Houston); Gary Meeks, our Controller, who has kept us on a firm financial footing, and Kristy Bonner, our VP Digital Strategy and digital guru, both joined Foster in 2008; Darlene Miller, our Office Administrator, has been at Foster since 2010; and Tiffany Soileau, who does many things, has been with us since 2011.
      Lafayette Foster Staff
      Lafayette team celebrates 40th anniversary.
       

      The Tiffany Chapter

      However, the key employee that has fostered the growth of Foster Marketing is Tiffany Harris. I hired her right out of college in 1995 after an All-American softball career at UL. She was a communications major, but I knew, having been in athletics myself, that I was getting someone who knew how to multi-task, had a tremendous work ethic and loved to compete. Boy, can she compete. As I’ve told many people, “I knew I had it made when a client said, 'Why don’t you let Tiffany handle the account?’” She is a great Account Executive, has been a great President and will be a great CEO. And, more important, she’s a super person. Besides those previously mentioned, we have had some great, great employees in our four decades, in fact too many to name without leaving someone out. Two of them we lost while they were with us – Gale Andrus, momma Gale, who passed away in 2008; and Vicki Wyatt, our beloved Production and Media manager, who passed away in 2015. You can’t stay in business as long as we have without great clients. Our first was John E. Chance & Associates (later to become Fugro Chance) and we later worked with successor Fugro for more than 30 years. Another, was Vynckier, a GE company at the time, who was our first big Houston client. Then later Grant Prideco who allowed us creative freedom to do great work and really establish our Houston office run by Bob Wallace. Later we expanded into the United Kingdom when we engaged Anna Scordos-Brooke to be our point person there. She’s a talented writer and represents us well. And, we couldn’t have done it without great providers – artists, photographers, printers. Top of mind is artist Terry Palmer, who has worked with us for more than 25 years and even offficed with us after his studio flooded one year. Photographer/videographer Glen Clark, who recently passed away, was a long-time Foster contributor.
      Foster Signing Day
      A toast to passing the torch: Tiffany Harris officially became majority owner in Foster Marketing on July 31. From left, Rob Harris, Tiffany Harris, Rootie Foster and George Foster celebrate after the official signing. It has been a longtime goal of founder George Foster to pass ownership of Foster Marketing into the very capable hands of Tiffany, who will now be President and CEO. George Foster will stay on as Chairman of the Board and continue to act as an advisor and mentor to the entire team.
       

      The Next Chapter

      As I wind down my Foster career, I’ve got whole new chapters to enjoy. I can remember many years ago asking my retired mother to come visit our family in Lafayette one summer. “Mom, you’re retired,” I said. “You have lots of time on your hands.” To which, she replied, “My weeks are full, reading to my blind lady friend, my bridge group and my church stuff.” Now, I know what she meant. I’ve told people that when you’re young you have time, but no money. When you’re older you have money but no time. It’s true for me. I’ve got plenty of things to do besides my work at Foster Marketing. First, I’m now a ROMEO, which stands for Retired Old Men Eating Out. Long-time media buddies Don Depugh and Ron Higgins are fellow ROMEOs. Second, I’m an avid gardener with vegetable gardens at both our Sugar Land and Tiki Island homes (two homes is enough to keep you busy, too). My wife, Rootie, and I canned 18 quarts of tomatoes this summer. And, I’m growing everything from asparagus to eggplant, peppers to squash. And, that’s just the spring garden. We’ll have a fall garden going shortly. Add in strawberries, blueberries and several fruit trees and we’re almost self-sufficient. Third, we love to travel and our pent-up travel urge has barely been satiated this summer. We’ve been to Cabo San Lucas; Milan and Venice; Petoskey, MI; and Door County, WI. We have several football trips and a November Blues Cruise on the agenda. I have a long bucket list of things to do in the future: regular golf and tennis, piano lessons and maybe even a world cruise. Finally, I plan on spending the next chapters of my life helping others, imparting wisdom, encouragement and joy. Only the Lord knows what’s next and He is a masterful author. I’m looking forward to the journey. As a strategic marketing communications partner for more than four decades, Foster Marketing has a long-earned reputation of delivering results to our clients, and that will never change. We're here to help. Call us at 281-448-3435, contact us online or connect with us on LinkedIn.
      Foster Marketing, LLC, a full-service marketing partner, providing guidance in integrated marketing communications strategies, branding, digital marketing, public relations, trade show and event marketing and advertising, is looking for an Account Coordinator in its Houston and Lafayette offices.

      RESPONSIBILITIES

      Regular contact with clients, developing strategic marketing communications plans, creative direction and implementation, and interaction with various staff members and vendor partners.

      REQUIREMENTS

      At least 3 years’ marketing communications experience. Experience in the energy, industrial and/or power industries a plus. The ideal candidate must be a strategic thinker with the ability to conceive, budget, implement and analyze an integrated marketing communications plan. We’re looking for self-starters with high energy, initiative and creativity. The position will report to the Vice President of Account Services. We offer a full benefits package and we encourage employee engagement and growth, including; quarterly team-building and annual offsite events; staff mentoring opportunities; paid training opportunities; and ongoing continuing education to advance your skills. Additionally, we support our team getting involved in our communities and professional organizations. Qualified, interested marketing communications professionals are invited to submit a resume here.

      Apply Today

        Foster Marketing, LLC, a full-service marketing partner, providing guidance in integrated marketing communications strategies, branding, digital marketing, public relations, trade show and event marketing and advertising, is looking for an Account Executive in its Houston office.

        RESPONSIBILITIES

        Client development through new and organic growth, daily account and team management, strategic marketing communications plans, creative direction and implementation, and interaction with various staff members and vendor partners.

        REQUIREMENTS

        At least 10 years’ integrated marketing communications experience. Experience in the energy, industrial and/or power industries a plus. The ideal candidate must be a strategic thinker with the ability to conceive, budget, implement and analyze an integrated marketing communications plan. We’re looking for proven relationship builders with high energy, initiative and creativity. The position will report to the President & CEO. We offer a full benefits package and we encourage employee engagement and growth, including; quarterly team-building and annual offsite events; staff mentoring opportunities; paid training opportunities; and ongoing continuing education to advance your skills. Additionally, we support our team getting involved in our communities and professional organizations. Qualified, interested marketing communications professionals are invited to submit a resume here.

        Apply Today

          Out With the Old, In With the New?

          By Amal Abdallah, Account Executive My mom often tells me that I need to watch more news. To her, that means watching TV to get the news and I’m not sure my mom would understand why I don’t turn on the TV to get my daily fix. She is from the Baby Boomer generation. Although she’s started to livestream some of her news, she is very much glued to the TV. I grew up in a household where we watched the news every night. I was forced to learn about subjects that may or may not have interested me, and it felt like a chore.

          Forever Young

          Being a Millennial (I just turned 33, don’t confuse me with a Gen Z), I have actually had the opportunity to get my news in multiple ways throughout my life. I consider myself to be very lucky – I live in an age where there are seemingly endless ways for a person to get news. I’ve read printed newspapers, viewed regular nightly news broadcasts, listened to news radio; and, more recently, used the internet, publication apps, social media, RSS feeds, alerts and email to stay up to date. Let’s take a moment to remember the core role of news: to inform us of what is going on in the world, allowing us to connect our daily life with the world around us and satisfying a vital human need. My use of traditional media to get news is declining which has been caused by the invention of the smart phone and its takeover of social media. We not only can get all the “need-to-know” news digitally, but also the “interesting-to-know” or “useful-to-know-now” items. Traditional methods are no longer convenient for someone like me. I am on the go and I don’t have time to sit down and watch the news or enjoy my morning coffee with the paper. The smartphone makes it easy to get whatever news we want in the palm of our hands, on demand and on the go. No longer does it feel like a chore to stay informed. I’ve even signed up for an email service that delivers the news directly through email. This solves the problem of what do I need to know as alerts, emails, notifications keep me up to date … in real time.

          Breaking It Down

          I am not alone in my view that traditional media is on its way out. In a survey conducted by The Media Insight Project, results showed that among Americans who own a smartphone, “those who use more technology are more likely to report that they enjoy keeping up with the news and are more likely to say that it’s easier to keep up with the news today than it was five years ago.” Additionally, the majority of adults 30+ are more likely to consume news more than once per day (59%), but in any age group, the majority of adults consume news daily. It’s no surprise that younger adults (Millennials and beyond), are interested in a variety of topics, and that the mediums they use to discover that news would follow suit based on age. Older adults mainly rely on TV, radio and good old-fashioned print media for news, whereas younger adults will turn to their mobile device. In the same survey, “young adults are significantly more likely than older adults to say they used their cell phone to get news in the last week. Seventy-five percent of adults age 60 and over say they read print publications in the past week versus 61 percent of adults age 40-59, 55 percent of adults age 30-39, and 47 percent of adults age 18-29.” Younger generations - contrary to popular belief - are actually active consumers of news, especially breaking news. Additionally, almost all Americans will follow slower news trends or other topics of interest to them, including politics and government, local news, weather, sports and business.

          Something I Didn't Know ...

          Did you know there are four groups of news consumers?
          • The Heritage News Consumers
          • The Dedicated News Devotee
          • The Passive News Absorber
          • The Proactive News Lover
          I fall into the Proactive News Lover. The chart below dives deeper into this profile. I would wager that there is a great deal of other Millennials who fall into this group as well. Where do you fall? I think the best way to describe a Proactive News Lover is that they love to graze on news throughout the day; and get their news from various sources because they aren’t committed to one particular source. Where they go also depends on the content that is being shared, so a Proactive News Lover will be highly engaged but on their own terms, and likely through updated news feeds when they have spare time to catch up. This was spot on for me and extremely interesting to learn. Check out the full report and see where you fall here.

          Stop the Presses!

          This isn’t an attempt to say that traditional media are no longer relevant – it’s actually the opposite. Who doesn’t want to have their face on the front page of The New York Times? However, the elephant in the room is that newspaper circulation has fallen. In fact, in 2018, newspaper circulation was at its lowest level since 1940, and in the 10-year span between 2008 and 2018, newspaper revenue declined dramatically. It’s a sign of the times: Digital is taking over everything. Even the newspaper now has a digital edition and a lot of folks go straight to that source when on the go. For those readers who enjoy charts and graphs, here are a few interesting findings that speak the loudest when it comes to this digital divide.

          It's Not Just News Anymore; It's an Experience

          Traditional news brands will need to continue to adjust their formats, tone and topics if they want to win over younger generations. This doesn’t mean that younger people aren’t looking to be informed, but our expectations are different. We’re looking for news that adds value to our lives, not just society. We always ask ourselves ”How is this affecting my life?” or “What does this information mean to me?” That personal context is more important than ever. I’ve seen more and more news-related sources that deliver content that is interesting or just fun to know, and I find myself going back to those sources frequently. There is no one-size-fits-all solution, but that seems to be how the news business will be going forward. Information must be accessible, stories must fit the bill for younger audiences and they have to be delivered in a timely and convenient manner. Although we often grow tired of bad news, we don’t want the media to disregard those hard-to-tell stories. Someone has to tell them! We crave these stories, points of view, human touches, authenticity and diversity. At Foster Marketing, we say engaging, creative, relevant content will always be king. Why would telling news stories be any different? We are firm believers that creating engaging content that audiences will sink their teeth into is a must. Contact us today to discuss how our team can assist you with getting the creative ideas going and enhance your marketing efforts. Let’s get started! Call us today at 281-448-3435, contact us online

          BONUS TIP

          When adding videos to social media and websites, consider adding closed captions. According to the American Press Institute, " about 85 percent of video on Facebook is watched without sound. Facebook has built a video system that encourages watching without sound: Videos autoplay in the new feed and are muted by default."
          Tiffany Harris
          Tiffany Harris
          Foster Marketing, a full-service marketing communications firm serving the global energy industry, has appointed Tiffany Harris as chief executive officer and president. She replaces George Foster, the firm’s founder, who will stay on as chairman of the board and minority stockholder. Foster Marketing was founded in 1980 and celebrated its 40th anniversary in 2020. Harris has been with Foster Marketing for 26 years, starting as an account assistant, progressing to account executive then to vice president – account services and for the past 11 years as president. “This appointment is long past due as Tiffany Harris has been the driving force in the success of Foster Marketing over the last two decades,“ said Foster. “She’s been a motivator and mentor and a tireless champion for the firm. I couldn’t be happier for her.” She will be responsible for implementing Foster Marketing’s overall business plan as well as supervising agency teams, leading agency meetings and handling several key accounts. Harris will provide strategic direction in generating new business leads and prospects for the firm. An Oklahoma native, Harris quickly learned the oil and gas industry when she joined Foster Marketing in 1995. Her industry expertise has been instrumental in building Foster Marketing’s solid reputation as the best-choice agency for any energy company. She is an expert in event marketing and provides full-service management of trade show marketing campaigns at events all over the world. She was selected as the 2011 Outstanding Alumna by the University of Louisiana (UL) Department of Communication and is a member of the UL Athletic Hall of Honor. In her college days, She was an All-American softball catcher for the UL Lady Cajuns.

          Tips for Producing Stronger Work … and Having Fun Doing It

          By Kristy Bonner VP Digital Services If you haven’t spent time with a child in a while, there is a lot you can learn if you just take a few cues. Sure, in general, the very young have no verbal filter – especially in public – and they can create havoc in what seems like the blink of an eye. But, their unjaded approach to life is truly enviable. And, if you take time to really think about it, a child-like approach is actionable in your adult world as you strive for innovation.

          Be Ever Curious

          Children between the ages of 2 and 5 ask an average of 40,000 questions, according to author Warren Berger. And surveys of moms agree that they are fielding about 200 to 300 questions per day from their toddlers. Now, jump ahead to the adult workforce. On average, we ask only about 20 questions per day, by some estimates. Wow! It is hard to innovate without asking questions … and remember, the only stupid question is the one never asked. It can be an enlightening experience to adopt a child-like curiosity in your work. Although parents with grown children, if asked, may admit that they don’t miss the days of a thousand “whys” from an inquisitive child; the bigger question is, why aren’t we asking “why” more often. Consider the impact you’ll begin to see if you question everything and then take action. Consider applying these simple questions to your next project, task or even company.
          • Why are we still doing ___________ the way we’ve always done it?
          • Why are we doing this at all?
          • Why are we using this ______________ to make our product?
          • Why are we only serving ________________ region?
          • Why are we only selling to ___________________ industry?
          • Why do our customers buy ______________________?
          • Why do they buy from our competitors?
          Look for opportunities to question the status quo whenever possible whether it involves product manufacturing or marketing your services.
          • Why are we using these tactics to attempt to reach our customers?
          • Why do we think this messaging will engage our users?
          • Why do we think this visual will make someone click on our ad?
          Follow your curiosity wherever it takes you and consider alternatives that could move your strategic efforts in a new direction.

          Get Lost in Thought

          Ever watched a child at play become so engrossed that they lose all track of time? Can you remember the last time you didn’t feel controlled by the clock? How often do you simply sit and think, visualize solutions or let your imagination run wild? It doesn’t matter if you are a marketer, engineer or CEO, taking time to wonder is time well spent … and pays off. According to inc.com, Warren Buffett – you know, one of the richest people in the world - has spent about 80 percent of his career just thinking and reading. Medium.com recommends the following ways to incorporate thinking time, based on gathered data from successful CEOs.
          1. Schedule in. Block off time in your calendar or plan a day out of the office. Or go all out like Bill Gates and take a thinking week twice a year for deep reflection.
          2. Cut interruptions. If you know that you will be disturbed in your office, go somewhere else.
          3. Take notes. As ideas pop into your head, be sure to write them down, even if you are just holding on to them until you can dedicate more time to them later.
          4. And, they agree, be ever curious. Asking questions can be a game-changer for your work.

          Go All In

          When you start something, do you work like you are on a mission? We are not talking about the bare minimum to check all the boxes before it’s time to run out the door at 5. I mean really commit. Like the child who doesn’t want to eat broccoli and will sit at the dining room table all night to stand their ground. With lips sealed with what seems like Super Glue, it is clear they are not backing down. Take the young adventure-seeker who was warned not to climb too high to spare themselves injury, but will later adamantly deny they are hurt as they sneakily limp along with scraped and bloodied knees and elbows. What could you accomplish with this type of dedication in your work? Most likely, you’ll see results like never before … and maybe even your personal best work. Phoning it in impacts more than just your job. According to HR Cloud and Gallup reports, only 36% of employees are engaged at work. And, this comes with a hefty price tag for the U.S economy, as they report that employee disengagement costs $450 billion to $550 billion every year. On the bright side, HR Cloud reports that a highly engaged workforce increases profitability by 21 percent. This is something companies are now paying more attention to as at least 16 percent of those surveyed are using technology to monitor employee engagement.

          They Say What They Mean and Mean What They Say

          Most of us have witnessed that moment when a child said something in public that made us giggle while their parent wanted to hide. Although this may not be the best communications strategy for client relations, there is value in just putting the truth out there. Add a little more tact than a 4-year-old but sometimes, if the product or service isn’t good enough, you just have to put it out there. Or, maybe you need to fess up that your skills need some work. Adding a little brutal honesty to the mix may help get the discussions moving toward actionable solutions.

          Fun Anyone?

          The young can turn anything into an adventure or a game. As adults, we forget the joy of this special skill. Though this estimate seems very low for the industries we work in, the average American spends about 34.4 hours a week working and at least 7 percent of us are taking work home, according to the Bureau of Labor Statistics. Shouldn’t there be some fun in there somewhere? If your job requires creativity, strategy, problem solving, innovation or motivation – so everyone – putting some fun into the mix will enhance your performance and satisfaction; meaning you’ll stay with it long enough to get really good at what you do and achieve a higher level of performance. Maybe even uncover creative solutions that have never been introduced to your market. As adults, we are yoked with so many responsibilities and stressors. If we can tap into our child-like innovative spirit; we can unlock a new world of potential. So, yes, it is OK to have fun at work. At Foster Marketing, we agree having fun on the job makes us better at what we do – whether it is sharing a laugh with a client or scheduling a day to gather our entire team to brainstorm ideas as we did at a recent quarterly meeting. Contact us today to discuss how our team can assist with your marketing efforts. Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.  

          Trade Shows Post-Pandemic

          By Beau Robinson Event Coordinator Flashback … where were you last March when the COVID-19 closures and lockdown began? If I would’ve told you then about everything that’s happened since, would you believe me? Probably not, right? In March of last year, I was walking the trade show floor at the International Fluid Power Exhibition (IFPE) in Las Vegas when companies first began placing travel bans on their employees. As fast as some of the booths were set up, they were torn down and many empty spaces remained. The show continued as planned, but I thought the “no handshake” stickers on the chests of attendees were temporary. I even shared a chuckle with a few people as we gave a little wave or an elbow bump instead. I’ve become accustomed to asking people if they are okay with a handshake, and things like patting my pockets, turning around and trotting back to my car after realizing I forgot my mask have become routine. Don’t forget … it’s “phone, wallet, keys, mask” in today’s world. Now, as people are getting the vaccine and life is returning to normal, in-person events are coming back. As we enter a “new normal,” we want to keep you up to date on what that looks like for trade shows including the new mainstay virtual events, offer technology to get you ahead of the game and ways to dust off those business cards and ready for deal making again. virtual events

          The Virtual Model Will Stay When In-Person Comes Back

          Overall, look for elements of the virtual conference to stay. In fact, some conferences might go permanently virtual post-pandemic. After all, there are benefits to that model,  including no floor space cost, and attracting more speakers and a broader audience — mostly because of the elimination of travel and hotel costs. On top of that, the data that online conferences capture is extremely valuable. It allows you to know who is connected to the conference, who visited your booth, who clicked on your downloadable content and even how long they stayed on each page. The ease in the facilitation of online discussions and meet-ups that virtual conferences offer keeps the attention of attendees and avoids trade show fatigue from long exhibition hours at in-person events. Even the most extroverted people may run low on their social meter eventually! On the other hand, I think we can all agree that Zoom fatigue is real as well. And, mentioning the positives of virtual events does not take away from the importance of in-person connection. Although COVID-19 has shown us we can adjust, but try our best without it, face-to-face interaction is still a vital part of relationship building. So, let’s get back out there! Virtual events will stay, but in-person events are coming back. Many events will aim for the best of both worlds by using the hybrid model, giving an option to attendees to participate in-person or virtually.

          Technology to Improve Your Experience

          Our team is gearing up for a tremendously busy fall of in-person trade shows; and the Foster team loves to see it! We've all seen the role technology such as Zoom has played during the pandemic. Anyone else’s ears still ringing with the phrase “send me a Zoom link?!” So, what role will technology play on the trade show floor once in-person events are back? The first step is getting people to your booth, and technology is a great way to do it. Here are a few things to look for: Virtual Reality: VR can be used in multiple ways on the trade show floor:
          1. Training: You can give your end-user a unique experience by allowing them to use the actual product.
          2. Demonstration: You can use VR to show customers how a product works in a specific setting. For example, if you’re demonstrating how a piece of equipment works on an offshore rig, you can virtually place a person directly on the rig to see it in action.
          3. Doing more with less: You can incorporate all of your products (not just one) without having to spend the extra cost for a larger exhibit space and fees for bringing in big pieces of equipment.
          VR will easily bring more traffic to your booth. Everyone will want to try it! event gamification Gamification: Make your visitors excited to be in your booth. Let them try and putt a golf ball, play trivia or even ask them to participate in a social media contest to win a virtual prize! in-person events Touch Screens: Give the prospect the power in the experience. Let them click around and explore for themselves. This will also help your salespeople during crowded times if they are busy with other visitors. trade shows Video Wall: Go all out or go home! Ditch that one TV and put a bunch together to form a video wall. The busiest booth I’ve ever seen ended one of the exhibition days by playing a soccer game on their video wall. event marketing Social Media: Everyone is on it, so leverage that. Encourage attendees to visit your booth and see if the conference account will reshare your post! Also, everyone loves a good video. Take a few seconds (or minutes) and film your expert talking about your product or service from the trade show floor. hybrid events Charging Station: One of the biggest issues at large events is dying cell phone batteries with no available plugs. Put a small seating area with a cell phone charging station and watch visitors flock to your booth. charging_station Presentation Video: Can’t get your product onto the trade show floor? Film a product demo beforehand and run it on your video screen. Have you ever heard the saying “a picture is worth a thousand words?” Show them what your product does! It works the same if you want to highlight your facility, just film a facility tour. show videos Get Creative: Find other ways to incorporate technology in your booth. Have a piece of equipment that can fit a GoPro camera in it? That’s a perfect opportunity to live stream the inside of your equipment to allow visitors to look inside during a product demo. trade show marketing

          Tips For Getting Back Into the Swing of Things

          Just as we all had to learn to cope with the pandemic lifestyle, some of us may struggle to get back into the new normal. Here are some quick tips to get yourself back into the swing of things! Have a post-pandemic (but still safe) checklist. Don’t forget the necessities … a mask, hand sanitizer, your vaccine card and, yes, an extra mask. The best part? You can brand the sanitizer and mask with your company name. We will take safe in-person events with precautions over only virtual any day! inperson events Business cards. We’ve been on Zoom and there hasn’t been a huge need for them. ... Carry around extra in your wallet just in case you forget your main stash. Dress for success. I know you have not needed it in a while, but don’t forget to bring your favorite suit to the dry cleaners. Do your research. Don’t be too antsy to get back out there. Make sure you’re still going to the best shows to reach your target audience. Start small. Choose a few shows and see what the attendance rate looks like. Not every person feels 100% comfortable going out quite yet. We are glass-half full folks at Foster Marketing, and thus, we’re excited for what the rest of 2021 holds for trade shows. Need help getting ready for your upcoming event schedule? Contact Foster Marketing! Whether virtual, hybrid or in-person events, we know how to get your product or service message to your target audience. Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

          BONUS TIP

          Face-to-face communication isn’t only the best way to build a relationship, it is also gaining support as a more effective approach. According to The Balance Careers, “A study at UCLA indicated that up to 93% of communication effectiveness is determined by nonverbal cues. Another study indicated that the impact of a performance was determined 7% by the words used, 38% by voice quality and 55% by the nonverbal cues.” In other words, it is time to get face to face again!

          2021 Trade Show Directory

          NOW AVAILABLE: 2021 TRADE SHOW DIRECTORY

          Check out Foster Marketing's 2021 Trade Show Directory containing 85 trade shows in the oil and gas and industrial markets. Plan what you will attend and mark your calendar today!
          Megan Schreckenbach Vice President of Account Services Are you currently telling the complete story of your company? Sure, you show what you do, some work you’ve done, with whom you’ve worked, your expertise, your locations and maybe who your people are … but is that the sum total of your organization? No, it’s not according to the investment community. Investors are paying much more attention to aspects beyond capabilities and profits. That’s where your Environmental, Social and Governance (ESG) statement becomes the next chapter in your story … and therefore, the latest addition to your marketing plan. Sometimes referred to as sustainable investing, responsible investing, impact investing or socially responsible investing, ESG investing criteria is a set of standards for a company’s operations that investors are now using to screen potential investments.

          Defining the ESG in Environmental, Social and Governance Investing

          • Environmental criteria consider how a company performs as a steward of the environment.
          • Social criteria examine how a company manages relationships with employees, suppliers, customers and the communities where it operates.
          • Governance deals with a company’s leadership, executive pay, audits, internal controls and shareholder rights.

          ESG; a Trend That is On the Rise

          As reported by the US SIF Foundation, investors held $11.6 trillion in assets chosen based on ESG criteria at the beginning of 2018, up from $8.1 trillion just two years earlier. Put into overdrive by the current political climate and the economic upheaval of the COVID-19 pandemic, the energy industry must join this increasingly popular way for investors to evaluate companies. For an industry already battling negative fossil fuel and climate change perceptions, this growing trend is a call to more clearly communicate, both intentionally and strategically, what is important to your organization. Tell your side of the story. Companies in oil and gas and related industries are committed to innovation, efficiency, safety and community. Significant investment and technological advancement directly related to sustainability and reduced environmental impact are at the forefront of our industry, and the dedication to community is second-to-none. At its core, players are practicing ESG principles and, in most cases, those initiatives simply need to be touted and marketed more intentionally. Maybe energy companies are just being too humble but now, more than ever, it is important to tell your whole story as the flow of capital is at risk.
          What is Triple Bottom Line all about? Triple Bottom Line refers to the concept that companies should commit to focusing on social and environmental concerns just as they do profits. According to this economics theory, there are three bottom lines businesses should care about: profit, people and the planet.

          Craft Your ESG Messaging

          The first step in developing your ESG messaging is crafting your statement and strategy. Start by taking a strategic look at what the company is already doing to check these boxes. Particularly for smaller companies, this will provide the foundation for the overall strategy. Are there technologies in your offerings which are applicable in the arena of renewable natural gas? Perhaps you are already giving to causes close to home and beyond? Does your QHSE policy reflect high regard for your employees’ health and safety? Are proper processes and procedures in place to produce accurate and transparent accounting methods? In other words, get started and take a hard look at what you are doing already. This will give you a starting point and likely will uncover gaps you may want to consider re-evaluating in the future. ESG messaging should be forward-facing, serving as the latest addition to your brand persona. This is where purposeful marketing efforts come into play.
          • Tell YOUR Story
            • What is the company mission related to ESG criteria; and how is the story told consistently and creatively to varying audiences? Take it up a notch and show how the company is providing increased performance while upholding or utilizing its ESG initiatives. Direct correlations between sustainability and business performance are the best stories to tell. An example would be showcasing increased profitability with a product offering that reduces emissions of greenhouse gases.
          • Honed-Content Marketing
            • Content is king. We’ve heard it too many times to count but focus on authentic efforts toward the causes chosen. Efforts should not come across as promotional, but always authentic so credibility is not lost.
          • Inventive Public Relations and Thought Leadership
            • Utilize appropriate media channels to promote ESG culture and your wins. Have you seen an increase in employee contributions to your defined social causes? Perhaps your latest diversified product offering serves the renewable natural gas market? Shaping public perception through the media is vital to obtain thought-leadership on the topics you have chosen to stake your claim.
          • Engaging Employees
            • Engaged employees are arguably the most important partner in promoting an effective, integrated ESG program. Empowering employees to take ownership of ESG initiatives and highlighting their commitment is gold. Whether a company-wide fundraising event benefiting a noble cause or self-improvement courses being offered company-wide, these ESG-style initiatives will have an effect on your team and that effect will be noticed outside the company’s walls.
          People invest in companies they like. Customers choose to do business with people they like. Top professionals want to work for companies we have a good feeling about. Effectively promoting your ESG-minded commitments will cause leadership to shine, customers to call, employees to stay and, yes, investors to buy in. That is a true business win. Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

          BONUS TIP

          Are You Engaging in Social Groups

          If so, congrats! You’re taking a positive step toward increasing engagement:
          • Participating in groups, such as on LinkedIn, is a great way to form connections with other businesses and potential clients.
          • Listening in groups can be just as valuable as posting. You can learn a lot from a target audience!
          • Social groups are a great way to communicate and engage with very specific groups of people.
          • Plus, keep tabs on your competitors by monitoring which groups they are active.
          If you aren’t already engaging in social groups, it’s time to take a look at where conversations about your industry are happening and what your customers care about. Select a few groups on LinkedIn to get started. LinkedIn groups are usually a great starting point for most B2B companies. Jump in and start sharing!

          NOW AVAILABLE: 2021 TRADE SHOW DIRECTORY

          Check out Foster Marketing's 2021 Trade Show Directory containing 85 trade shows in the oil and gas and industrial markets. Plan what you will attend and mark your calendar today!
          By George Foster Founder / Chief Executive Officer I was so sad to learn of the death of Rush Limbaugh as he has been such a part of my life for the past 32-plus years. I was an early-on Dittohead, listening to Rush daily during the 11-2 mid-day hour. The self-proclaimed “Doctor of Democracy” began his radio career in the early 1970s after dropping out of college. But it wasn’t until August 1988 that “The Rush Limbaugh Show” made its debut. According to his website, 27 million people each week listened to his talk show as it’s played on more than 600 stations. My days started with Don Imus (now gone too) in the early morning and then Rush on WABC in New York over the internet. They shaped my thinking on freedom, conservatism, the Constitution, a strong work ethic and, most of all, a contrarian opinion. They were always good for a yuk or two. They were irreverent. And, I liked it. As a journalist I was trained to look at both sides – fair and balanced – and they made me look at the world (and our politics) in a different light. As I’ve listened to an outpouring of grief or comments about Rush and his career, I saw this parallel to how we should communicate for ourselves and our clients.

          Be Consistent

          For those three-plus decades the self-proclaimed “America’s Anchorman” and “Doctor of Democracy” brought his "A" game every day, three hours a day, five days a week. He never mailed it in and maintained his conservative voice throughout. He promoted his EIB (Excellence in Broadcasting) brand and was proud to be behind that golden EIB microphone.. Isn’t that what we want to be for our clients (and even our own brands)? Be true to ourselves, day in and day out. However, that’s not to say there shouldn’t be little tweaks along the way. Our Vision Statement at Foster Marketing has remained the same after 20-plus years: To be the world leader in energy industry marketing. Our Mission Statement remains the same, too: To foster the creation of extraordinary business marketing producing positive results for our clients, profits for our company and empowerment for our employees. And, we work daily to fulfill those statements.  

          Talk One-to-One

          A key strength of Rush Limbaugh is that he made you feel like he was talking directly to you. You could tell he was passionate about his conservative cause and his broadcast profession (he saved AM radio and was the spark for numerous conservative radio shows and networks now on TV). He made people feel like they were having a one-on-one conversation. He used language you could understand. He broke things down for you. He was sincere. Isn’t that how we should communicate with our clients and their prospects in our communication … making them feel like they’re the only one important to you? That comes with avoiding the “we-we” first person complex and emphasizing the great word “you” in our communications.

          Be Creative

          It could be argued that Rush Limbaugh wasn’t a talk show host but, instead, an entertainer. Whether coming up with names like Dittoheads for his followers, phrases like “doing this show with half my brain tied behind my back -  just to make it fair” and with “talent on loan from ... Gawddd.” And, irreverent statements like “The difference between Los Angeles and yogurt is that yogurt comes with less fruit.” My favorite example of Rush’s creativity was an ad he did for a seafood restaurant in Lafayette, La. The ad for Prejean’s had this comment from Rush: “Prejean’s has crawfish dishes to die for…and they did just that.”  I know he wrote that line. Isn’t it imperative that we be creative in all our communications? Seems like you’d say “that makes sense” until you watch most of this year’s Super Bowl commercials.

          Speak Truth

          His message — always delivered with optimism, civility and good humor — was faithful to two core convictions: the power of freedom and the power of American exceptionalism. He talked politics in an upbeat way. He never belittled any callers, even if they disagreed with him; his program was informative, fun and insightful; but, most of all, you felt good after listening to it. He always promised a guiding light at the end of the tunnel. Isn’t that the same feeling you want your clients to feel with your marketing communications? Don’t you want your communicated promise to promise that solution, that answer, that light at the end of the tunnel? His creativity and commentary will be sorely missed by me and millions of others. Mark Steyn, who filled in for Rush many times, summed up his life and works the best: "To modify Rush's tag line: Talent returned to God.” Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

          BONUS TIP

          It's okay if your marketing strategy isn’t solely sending product or service information to your potential customers. In fact, sometimes the best way to connect with your audience is to tell a story. How did you get to where you are today? What in your life impacted you to go into your specific industry or sell that specific product? Although people are buying the product, selling yourself is the first step in making the sale. Story telling is an easy and fun way to build trust and connect with your audience.

          Did you see this?

          NOW AVAILABLE: 2021 TRADE SHOW DIRECTORY

          Check out Foster Marketing's 2021 Trade Show Directory containing 85 trade shows in the oil and gas and industrial markets. Plan what you will attend and mark your calendar today! >> GET THE DIRECTORY NOW!
          By Megan Lee Digital Intern We all have that one friend, coworker or even family member who likes to embellish their everyday stories into elaborate tales. Just like the people we know, there are companies who like to promote their products and services in their best light. Everyone has experienced their fast-food hamburgers being much less appetizing or appealing than the ones we see advertised on TV; or their hair not being as luscious and silky as the magazine model’s when we use the same shampoo at home. While we might still go through the fast-food line and buy the shampoo, we do not automatically believe in the “promises” being sold to us anymore. Because of this excessive promotion, prospects are even more skeptical of advertising and marketing. While this is hurtful to the industry, it presents an opportunity for honest and forthright brands to stand out. Here are some ways to build and keep trust between yourself and your customers.

          Create a Two-Way Conversation

          While some companies are straightforward in traditional marketing, others choose to engage with their followers over social media. Twitter, Instagram and Facebook comments are great ways to start or join a conversation with consumers. By answering questions, affirming a comment, or responding to complaints, these two-way conversations make the customer feel valued.

          Earned Media

          With paid media, you expect your product or service to be displayed in its best light, but with earned media, the positive endorsement is coming from an actual user. Through earned media, individuals choose to express satisfaction because they believe in the product or service. This is a great way to build trust and a positive reputation in the market. Some examples of earned media are:
          • Press mentions
          • High search rankings
          • Non-sponsored social media posts

          Take a Stand

          Whether it is using your social platform to speak for a cause or donating to a charity, people like to see organizations giving back. According to Mintel Press Office, “a company’s charitable giving affects three-quarters (73%) of Americans’ purchase decisions... [and] half (50%) of Americans say that they would switch to a company that supports a cause they believe in." While it is important to not get too political or force views upon followers, having viewpoints and beliefs helps to humanize a brand. It gives consumers something to relate to or even admire when executed tastefully. When a brand feels authentic, people are more likely to trust what they have to say or promote.

          Incorporate Facts

          Just like we were told growing up … If it’s too good to be true, then it probably isn’t. Many advertisements overly emphasize the advantages that come with a product or service. When making a big purchasing decision or enlisting a service, people are more likely to look at research, statistics and reviews. While part of successful advertising and marketing is creativity, incorporating features and benefits in your marketing will help prospects have a clear idea of the benefits provided. Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

          BONUS TIP

          Never underestimate the power of an expert video … In the ever-growing digital world, consumers tend to enjoy getting their content in video form. Get your thought leaders on video answering a question or talking about your product or service, then watch the magic happen! Make sure to keep the video relatively short to keep the attention of any potential customers. These work great for social media, but can also sit on your website!

          NOW AVAILABLE: 2021 TRADE SHOW DIRECTORY

          Check out Foster Marketing's 2021 Trade Show Directory containing more than 85 trade shows in the oil and gas and industrial markets. Plan what you will attend and mark your calendar today!
          By Tiffany Harris President The 24-hour roll of the clock did indeed bring a new day and a new year, and a hope that 2021 would be drastically different. Unfortunately, we have not seen very much "different" in our day-to-day business activities from 2020 — at least not yet! While there are several factors that are out of our control, we do have the ability to pave a new path in this unconventional time and create a positive outlook on the future. How you ask? Re-evaluate your goals and objectives; prepare a game plan; get your mind in the right place; and then get to work. I have always been a big advocate on setting goals and objectives — specifically short-term actions that lead to long-term gains. This translates to pinpointing key areas where a pivot in your near-term strategy could make a significant difference in long-term results. New Year New Strategy

          Here are four areas of interest:

          • Government: As we have certainly seen in the past few weeks, the newly inaugurated leadership has a target on the energy industry. And regardless of where you fall within the industry — upstream, midstream, downstream, renewables - there will be changes within the sector and, most likely, in your business. While you navigate the immediate federal policy changes, develop a short-term game plan on how to stay relevant over the next four years and beyond.
          • Sales: We must add the personal touch to the impersonal delivery now fostered by Zoom, bringing a grassroots approach to digital engagement. Be creative, use non-traditional tactics to reach your audience and build relationships during a touchless time and through the ever-increasing digital noise. Set an objective to hone your target audience and create individualized touch points – here are a few ideas.
            • Virtual
              • Lunch-n-learn with a twist
                • Think care package with a pull-up banner (they will not throw it away)
                • Have lunch delivered, and the same delivered to you and share it via Zoom
              • Virtual Product Tour
                • Live demo
                • Send mini products for them to touch and feel while watching
            • In-person
              • Drive-In demo — for a larger group with demonstration shown on a big screen
              • Drive-by drop-off — for those customers and decision makers in the field, deliver care packages
          • Diversification: While many of us rely on organic growth to build business, we know that budgets will continue to be tight and organic growth limited. Therefore, it will be more important than ever to look toward new opportunities – new industries, new applications, new products. Delve deep into your resources and capabilities, identify parallel opportunities and set an achievable goal of expansion.
          • Mindset: Understand that the way of doing business is changed for the foreseeable future, and possibly forever. We must reset our minds and be good with it, like it or not! The goal is to find peace and prosperity, regardless of social limitations, travel restrictions, masked meetings; and be prepared to build business relationships in any environment.
          Areas of Interest for Coming Year At Foster Marketing, we have always encouraged the glass-half-full mantra, which has gotten us through 40 years in the cyclical oil and gas industry. It looks like 2021 will prove to be another challenging year, but we are confident that with every short-term goal and objective achieved, we are one step closer to long-term success and our new normal. As you take a hard look at your plans and adjustments for the coming year, our strategic thinkers are here to help. We’ve helped our clients thrive in both good and lean times. Contact us to set up a meeting to discuss your business goals. We wish you a healthy and prosperous 2021!
          BONUS TIP Take the time before live events return and focus on content marketing to maximize the impact of the assets you have. It's all about repurposing. If you write an article, turn it into a video and a few social posts so you get more bang for your buck — or more actually, more impact for your time. Take the time now to set some goals for your content plans. Be realistic, but don't let yourself or your team off too easy. Consider adding one article per month or a couple of blog posts per week or a new video interview per quarter or a photo gallery from the field each week. Just get started and your efforts will soon start paying off!

          Let Us Help Add the Season to Your Holiday and Whip Up Marketing Success

          The Right Recipe for 2021!

          2020 nears its close, and we are ready to welcome 2021! It's been a crazy year but we are glass half-full people, so we are excited about the potential the new year holds. We've been through major storms, a wild election and a pandemic, but it's the holiday season, which means it's time to reflect on the good and be grateful for all that we have. We are so very grateful for our families, friends, clients, vendors and media partners. We feel blessed to have had the opportunity to help our clients achieve their business goals for the past 40 years! Whether you are celebrating with friends, at home or via video, there is always room for some tasty holiday snacks. Mix up some holiday cheer with some of our favorite recipes; with a dash of marketing magic, of course. We've offered a few opportunities that could be the right recipe for your marketing mix for 2021!

          Download Recipes for Our Holiday Favorites!

          We wish you a happy holiday season and a Merry Christmas! Here's to a prosperous new year! We look forward to working with you in 2021 to help you make it a memorable and profitable year! Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.
          By George Foster Chief Executive Officer I would have changed the headline to “The Death of Journalism” but as a journalist myself, I was hoping that there still some professionalism in the profession. For me, the recent election could be the nail in the coffin for this belief, as I’ve been questioning the profession’s integrity and objectivity for years. In fact, as far back as 1971 when I was an undergraduate journalism student at the University of North Texas, I kept a couple of articles for potential editorials about the very subject of impartial reporting. The general manager of The Associated Press at the time, Wes Gallagher, “criticized ‘ego journalists’ who attempt to substitute personal opinions for objectivity in news reporting.” Malcom Mallette, the director of the American Press Institute and a distinguished journalist, also said at the time that “the new activists contend that objectivity in the news columns should be cast aside as unequal to the problems of society” and quoted a 24-year-old newsman as saying “there is too much wrong to allow the traditional constraints of objectivity to get in the way.” That was nearly 50 years ago. Now, the large majority of those reporting in the mainstream media are “ego journalists” who substitute their personal opinions on every subject. This goes exactly opposite of what I was taught and applied as a sports writer where you reported (objectively) on the game. It was “Just the facts ma’am.” Sure, you could report what happened creatively but it better be based on fact. And opinions offered without attribution were immediately removed. As an editor for all or most of Foster Marketing’s public relations efforts through the 40 years we’ve been in business, I’ve wielded a mean red pen to strike out those very opinions (or make sure they’re attributed). As I say, "Who says?" Now, the news media, or the “media mob” as they’re often called, are all about developing a narrative to fit their personal views. The latest narratives are the rush for President Trump to concede the recent election and that there are no problems with the country's voting system. George Foster at UNT  

          What We Have Here is a Failure to Investigate

          The New York Times on Nov. 11 proclaimed in the following headline that “The Times Called Officials in Every State: No Evidence of Voter Fraud.”  And followed that with a lead paragraph stating, “The president and his allies have baselessly claimed that rampant voter fraud stole the victory from him. Officials contacted by The Times said that there were no irregularities that affected the outcome.” “Baselessly” is an opinion word without attribution in an everyday article. That would have gotten my red pen with the note “who says?” Another offender is The Washington Post. They have fought the President at every turn and any questions about election integrity have been quickly dismissed by writers and editors at WaPo. For example, Aaron Blake, a regular trasher of Trump, came up with this story. With a shallow tagline that “Democracy Dies in the Darkness”, it seems to me that if you’re interested in shedding light on any election impropriety darkness, you’d want to investigate all angles because this wasn’t our last election ever. There will be another one in two years; and more in years to come. Shouldn’t we remove all doubt about election integrity now? But that would take reporting and investigation. Perhaps Blake and The Post could take a lesson from Las Vegas Review-Journal reporter Victor Joecks who reported in an article that Clark County (Nevada) election officials accepted his signature on eight ballot return envelopes during the general election. Even more evidence that signature verification is a flawed security measure. Atta boys go to Joecks for great journalism and for not only discovering election flaws but also having the courage, curiosity and creativity to investigate the system. That there is no election fraud is simply not true. It’s to what level: from simply people voting for their dead grandmother or ballot harvesting or to more complex schemes such as software fraud? Fox News host Tucker Carlson, the self-proclaimed sworn enemy of lying, pomposity and group think, has said as much in this piece. Additionally, as time has passed more election faux pas have been exposed – the discovery of an additional 2,600 and then 2,700 ballots in Georgia, dead folks voting in Michigan, issues with the Dominion software, etc. With more than 150 million people voting, we want to have trust in our election integrity. However, today’s main stream media refuses to do the basic legwork to discover the facts. Whether that’s a function of limited resources, laziness or bias is debatable. Holman Jenkins, a Wall Street Journal columnist, identified the issue straight-on in a recent column. He said the “U.S. has an ‘Intelligence’ Problem.” He discusses the fabricated Russian Trump investigation and follows with the Hunter Biden laptop story. He says, “a working assumption, though, has always been that a fearless and truth-telling press was ready to expose and shame such an activity. More than anything on Hunter’s laptop, this is the issue that should concern you now.” He goes on to add that, “So bamboozled and neurotic is our press, because of its anti-Trump virtue signaling, that it now angrily demands that the public be kept in the dark about matters that are the definition of news. The New York Times, The New Yorker and ABC News once led in exposing Hunter Biden’s history of trading on his father’s public status. Now they seek to suppress the story to protect Candidate (now President-Elect) Biden.”  

          High Tech and the Future of Media

          I mentioned “demise” not “death” in my lead above, and that’s because I believe in journalism enough to endow two journalism scholarships at my alma mater, the University of North Texas. As I may question what the professionals are doing, I’m reassured by the Dean of UNT’s Mayborn School of Journalism Andrea Miller that, “We have always focused on and will continue to focus on information-seeking, ethics, transparency, law and just telling people’s stories in the best way we know how. That hasn’t changed and will never change. We are proud of that legacy – a devotion to solid, ethical communication.” Through the years, UNT has produced numerous professional journalists and Pulitzer Prize winners. I can’t say as much about the future of journalism when I watch an interview of former President Barack Obama by CBS News correspondent Scott Pelley (he uses the “baseless allegation” as well) on 60 Minutes. In the interview, President Obama makes a very subtle reference (at the 9:00 mark in the video) in which he says “we’re going to have to work with the media and tech companies to better inform the public about issues.” What we don’t want is state-run media. That’s scary. First, when the social media channels Twitter and Facebook become the arbiter of what’s news and put disclaimers on content – or even more egregiously remove posts, i.e. the New York Post articles on Hunter Biden’s computer – then one has to question whether or not they should fall under Section 230 of the Communications Act, which generally provides legal immunity for website publishers from lawsuits for third-party content. Second, when the media is in lockstep with one party (or the other) that’s even scarier. I love my senator from Louisiana, John Kennedy, and he presented that case best in this interview with Carlson. It’s worth a listen to the end. He said “journalists can’t pick sides; they have to be equal opportunity a-holes. And, too many journalists have picked sides.” Kennedy summarized it best: “Without truth there is no trust and without trust there is no democracy.” Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

          BONUS TIP

          Everyone talks about the 4 P's of marketing:
          • Product
          • Price
          • Place
          • Promotion
          BUT what about the 5th? PEOPLE. While the product is the star, the price is often the determining factor, the place offers logistical advantages, and the promotion tells the story; it is the PEOPLE that imagine the product, set the price, pick the place and sell the story. Keeping the 5 P's in mind will take you to your target audience.

          When You Vote, Vote Your Pocketbook!

          George Foster Founder / Chief Executive Officer The final debate between President Trump and former Vice President Joe Biden gave a stark contrast between the two candidates on a myriad of issues, but when the Vice President said he would eliminate the oil and gas industry that just confirmed what we already assumed. And, since the majority of Foster Marketing’s clients are in the oil and gas industry, we were flummoxed that former Vice President Biden would completely eliminate the oil and gas industry (and admit it). Here are his comments: Biden Eliminates Oil & Gas Industry. The oil and gas industry supports 10 million jobs or 5.6% of the total U.S. employment; provides cheap fuel for both vehicles and energy feed stock; gives us, the U.S., energy independence and security; and provides support for non-profits and communities where energy companies are situated. And the elimination of the industry not only effects those directly in the industry, but also millions more indirectly. I can remember telling someone during an oil downturn in the early ‘80s when quite a few folks had lost their jobs that “we’re all in the oil and gas business.” Whether you were a restaurant, a hotel, an airline, a hospital … everyone was touched by the slump or revival of the oil and gas industry.  

          The Biden Plan: No Fossil Fuels

          The Biden plan is shrouded in his Climate Plan for a "Clean Energy Revolution and Environmental Justice." Ironically, according to the American Petroleum Institute (API), “U.S. carbon dioxide emissions are at their lowest level in a generation, and we’re continuing to see progress” and that the U.S. recorded the largest emissions decline of any country last year, down 140 million tons from the previous year. The first element of the oil and gas plan: "Take executive action on Day 1 to not just reverse all of the damage Trump has done, but go further and faster." This involves reinstating Obama-era policies and regulations that President Trump rolled back, including allowing drilling on federal lands. It also includes an emission requirement on vehicles that has been adopted by many countries, but it remains to be seen whether this can be achieved in the foreseeable future. Biden has had many anti-drilling statements, including: "Number one, no more subsidies for [the] fossil fuel industry. No more drilling on federal lands. No more drilling, including offshore. No ability for the oil industry to continue to drill, period, ends, number one." Several times, Biden has stated he was against fracking. In a March Democratic primary debate, he said, "No more – no new fracking." His running mate, Sen. Kamala Harris has said the same. His policy positions will increase the cost of all energy to all Americans. Without fracking available, the U.S. would produce significantly less oil, and be far less energy-independent than the net energy exporter status that it currently enjoys. Some in the know predict gasoline prices of more than $6 per gallon. The former Vice President has a $2 trillion energy plan that includes expanding clean energy jobs. It pushes policies that sound great, but will be devastating when implemented. Look only to the recent power outages in 100-plus degree weather in California. Local political leaders are encouraging citizens to turn off appliances and air conditioners in the summertime to avoid further blackouts. Solar and wind are intermittent and unreliable electricity generators. Depending on the strength of the wind blowing or the intensity of sunshine, they produce either too much or too little electricity for the needs of the electric grid, which needs to be maintained in constant balance between supply and demand for electricity. This problem and related costs escalate with increasing solar and wind on the grid, despite claims that their low marginal and operation cost should make them competitive to coal, gas and nuclear capacity. With increasing shares of solar and wind on the grid, Germany’s electricity prices massively increased since 2000, when government support for solar wind was massively expanded. German household electricity prices have more than doubled to over 0.3€ per kWh ($0.35 per kWh depending on currency exchange rate) since 2000 when the modern renewable energy law started to massively incentivize solar and wind capacity on the German grid. BDEW Strompreisanalyse July 2020 p. 7

          The Republican Platform: All of the Above

          The Republican Party platform favors an "all-of-the-above" energy strategy that involves responsible development of all our energy resources; and results in a domestic, secure energy supply that is stable, reliable and affordable. Other general goals of the strategy include the creation of jobs, spurring economic growth, lower energy prices and a strengthened domestic energy industry. With respect to oil and gas, the platform claims that the use of imported oil is undesirable in that some of the money sent overseas may wind up in the hands of nations, or other groups, that want to harm the United States. The main response, favored in the platform, is the opening up of offshore areas, federal lands and the Arctic National Wildlife Refuge to oil and gas development. In addition to reducing oil imports and increasing energy security, the platform states that the resulting domestic oil and gas development will result in large numbers of new jobs. It also explicitly states its support for the Keystone XL oil pipeline (from Canada to refineries in the United States) for similar reasons. It also expressed support for natural gas fracking and opposed new federal regulations on the practice, saying that state regulations are sufficient. The platform states that it supports the development of renewable energy in general, but that it was opposed to government loan guarantees for renewable projects. It instead favors a "market-based approach" to renewable energy development. Denmark and Germany, the two most aggressive pursuers of solar and wind electricity in Europe, have the highest household electricity prices in the EU according to Eurostat. To a large degree, this is driven by subsidies for solar and wind directly impacting the consumer bills but also less directly observable costs solar and wind create on an electric grid. The Foster Marketing tagline is Full of Energy. That fits us because we’re committed to serving the energy industries; in fact, as they say, all of the above: oil and gas, coal, renewables and nuclear. It also fits us because we think of ourselves as probably one of the more energetic agencies around. If you’re worried about your pocketbook … get up, get off the couch and show some energy and vote!

          BONUS TIP

          When Coca-Cola launched their “Share a Coke with …” campaign, it saw its largest ever year-over-year growth (19%). According to a survey by ThePackHub, 63.7% of respondents said personalized packaging increased sales, and the market is projected to grow 5.1% by 2025. Add your customers names to labels to give a tailored experience!

          COVID-19 TRADE SHOW UPDATE

          We have compiled a list of the current status of industry events to ease some of the pressure in this difficult time. >> SEE LATEST INFORMATION
          LAFAYETTE, La. (Oct. 7, 2020) – The Lafayette Chapter of the American Association of Drilling Engineers (AADE) has announced its 2020-2021 board and committee members. The 2020-2021 elected officers for the AADE Lafayette Chapter are Jude Boudreaux, president, Offshore Energy Services, Inc.; Bryan Leger, first vice president, Premium Oilfield Services; Jordan Woods, second vice president, Delta Energy Consultants; Sharon Moore, treasurer, Halliburton Energy Services, Inc; and Scott Boudreaux, secretary, Intracoastal Liquid Mud, Inc. Jude Boudreaux, AADE Lafayette Chapter president, said, “As we kick off our 2020-2021 AADE session, we must admit that it has been a truly odd year. Despite a few cancellations and delays due to COVID-19 restrictions, our group of officers and committee members remain committed to delivering value to the AADE Lafayette Chapter membership. Our goal is deliver informative discussion relevant to our industry at each monthly general meeting, kicking off October 15 with a 15th Judicial District Attorney Forum.” Industry representatives from oil and gas companies serve as members of the AADE board, volunteering their time and talent to support continuing education on drilling and related topics for both professional and student section members. The 2020-2021 steering committee tasked with guiding the organization’s efforts includes: Al Wambsgans, steering committee chairman, DC International; Bruce Jordan, Stokes & Spiehler; Alden Sonnier, FDF Energy Services; Rick Farmer, Beacon Offshore Energy; Rick Voth, Blackhawk Specialty Tools; Jeffery Svendson, Advanced Logistics, LLC; and Kristy Bonner, Foster Marketing. Additionally, several volunteers serve as committee chairs for the AADE Lafayette Chapter and are tasked with specific responsibilities including:
          • Arrangements: Kristy Bonner, Foster Marketing
          • Membership: Jordan Woods, Delta Energy Consultants
          • Finance: Kristy Bonner, Foster Marketing
          • 5F: Joe Bernard, Pro-T
          • Golf: Joe Bernard, Pro-T
          • Joint industry: Alden Sonnier, FDF Energy Services
          • Publicity: Kristy Bonner, Foster Marketing
          • Universities and scholarships: Rick Voth, Blackhawk Specialty Tools, LLC
          • Sporting clays: Jeffery Svendson, Advanced Logistics, LLC
          • ULL liaison: Derrick Daigle, Halliburton; and Bryce Percle, Baker Hughes
          • Nicholls State liaison: Jeffery Svendson, Advanced Logistics, LLC
          • LSU Liaison: Rick Farmer, Beacon Offshore Energy
          • Director-at-large: Sharon Moore, Halliburton
          • Chapter representative to the national: Bryan Leger, Premium Oilfield Services
          • Website committee: Kristy Bonner, Foster Marketing
          • Director emeritus: Jamie Crosby; Doug Keller; and Al Wambsgans, DC International
          The AADE Lafayette Chapter holds its general meetings at 11:30 a.m. on the third Monday of each month – unless otherwise specified because of a holiday conflict - at the Petroleum Club in Lafayette, La. For more information and to register to attend an upcoming event, visit https://www.aade.org/chapters/lafayette. Upcoming AADE Lafayette Chapter Dates:
          • Oct. 19, 2020 - 15th Judicial District Attorney Forum
          • Nov. 16, 2020 - John Howard, Altus Well Experts
          • Dec. 21, 2020
          • Jan. 18, 2021
          • Feb. 15, 2021
          • March 15, 2021
          • April 19, 2021
          • May 17, 2021
          AADE Board
          Foster Marketing has named Mackenzie Lee as digital associate, president Tiffany Harris announced.
          Mackenzie Lee
          Previously serving as a digital intern, Lee joins Foster Marketing’s team of digital specialists tasked with managing multiple digital platforms and creating quality content for cross-channel efforts from email and social media to lead-generation and awareness efforts. She is a 2020 graduate of the University of Louisiana at Lafayette (ULL) with a degree in business administration, majoring in marketing. While at ULL, she was a member of the women’s soccer team and earned placement on the Dean’s List and the All-Louisiana women’s soccer team. “Mackenzie’s hard work in the classroom, on the field and as a member of our team made her such a great candidate to continue with us after graduation,” said Harris. “We are excited to have her on our team full time.” Lee is currently pursuing her MBA from ULL. Her other interests include traveling and playing sports.
          By Kelsey Whitmeyer Event, Digital & Account Associate While nothing is surprising anymore in the most bizarre year we’ve ever seen, one thing remains true: DIGITAL MARKETING RULES THE WORLD! Honing in on your digital marketing strategy and leveraging the digital tools and trends circulating are imperative to your marketing success in these topsy-turvy times. Our team of digital marketing experts has compiled a few digital tools that will expand your digital footprint. Give a few of these a try … and, of course, we’d love to hear about your successes!

          WHAT'S THE 4-1-1?

          No, really … what is it? These days, no marketing strategy is complete without a social media strategy. Most companies finally see the point, but are they including a healthy mix of shared posts, new posts and sales promotions? Accurately distinguishing between serving, a soft sell and a hard sell? This is what we call structuring your social media content with the 4-1-1 Rule. Relevant and engaging social content is paramount for social media success. 4-1-1 is a simple rule of thumb dividing your information into three post types:
          • 4 pieces of curated content, which is created by other organizations, but shared by a brand because they believe it will be of interest to their audience. (SERVE)
          • 1 piece of original content (SOFT SELL)
          • 1 piece of promotional content (HARD SELL)

          Serve

          Sharing curated content shows your audience that you’re in touch with the industries and communities you are engaged. Whether a news article from World Oil; an ASME Virtual Classroom opportunity; or the latest price check on oil prices from the Louisiana Oil & Gas Association (LOGA), these all SERVE your followers, while boosting your presence and reputation online. Additionally, community-focused posts, holidays and well-wishes are all ways of serving your follower base, and should fall into your “4” segment.

          Soft Sell

          Once you’ve mastered curated content, you must provide value with relevant, original content. Inform your audience of updates and innovations to your products and services. Share your experience with your industry followers. Celebrating 40 years in business? Don’t be afraid to toot your own horn! Educate followers about your business by sharing downloadable information on your products and services. Share that new spec sheet or that project that just set an industry record! Your original content should speak for itself.

          Hard Sell

          We’ve now reached post type #3 … this is where you reel them in! By serving and soft-selling your way, you’ve positioned yourself as a thought leader and key player in the industry. The customer trusts that you have the knowledge and experience; now you need to nurture them toward a sale. Whether a “Set up a meeting with our team!”, “Give us a call today!” or general “Contact our sales team …”, you want them to commit to an engagement with your brand. If you’re a business heavily focused on events, a paid-event registration should be your goal!

          GETTING THE MOST OUT OF LINKEDIN

          Write Article

          As always, content is KING! Creating LinkedIn articles through your personal profile can help to amplify your reach and engagement. It’s an opportunity to showcase your expertise and knowledge on a subject matter; and a great way to raise your company’s visibility on LinkedIn through resharing and commenting. News and industry updates make good topics to write about. Maybe one of your company page posts is getting a lot of comments and conversation. Turn this feedback into a great article; adding in your expertise, of course. Jump right in … and be sure to re-share on your company page! We’re all competing to be recognized thought leaders and experts in this space, so it is critical to take full advantage of every avenue available!

          A NEW TAKE ON EVENTS

          LinkedIn Events

          Most of us have seen or participated in Facebook events. Now there’s another player in the mix: LinkedIn Events. The LinkedIn Events feature provides members with an easy opportunity to create and join professional events that are of interest to them, such as meetups, online workshops, seminars and more. Participating in a community service project as a company? Managing a donation drive in response to Hurricane Laura? Nearing your 40th anniversary as a company and want to celebrate? Hosting an industry webinar next week? These are all examples of when a LinkedIn Event might be the right fit for your company page! Give it a try … and be sure to cross promote your event leading up to it the big day via LinkedIn re-shares, comments and reminder posts!

          TRENDS ARE EVER CHANGING

          As you can see, there is literally a new digital trend to be discovered and utilized every month, if not, every week. The opportunities are endless! At Foster Marketing, we get excited over the latest trends and tools and love to help our clients and friends in the industry succeed. And, that’s the 4-1-1!

          BONUS TIP

          A few tips from Forbes to adapt that in-person event into a social media event:
          • Find a need
          • Create event hashtags
          • Create hype
          • Set-up a live stream
          • Generate real-time conversation
          • Promote after the event
          Let’s get started! Call us today at 281-448-3435, contact us online or connect with us on LinkedIn

          And This Isn't Just My Opinion ...

          By Amal Abdallah, Account Executive In an era of autoresponders and impersonal replies, businesses sometimes make customers feel like a dime a dozen. But, all is not lost. Being relevant offers a path toward redemption. What’s a powerful way that businesses can be relevant while making connections that lead to an increase in revenue without the need for a hard sell? The answer: Blogging.

          Don’t believe blogging is a good fit for your business?

          Consider this ...
          • Do you want to be relevant to your customers?
          • Do you want to be seen as an expert in your field?
          • Do you want to ramp up your rankings in organic search?
          • Do you want to engage with customers and other industry thought leaders to share ideas?
          If you said yes to any of these, here are a few stats to keep in mind for your business blogging:
          1. 36% of the Fortune 500 companies are using their blogs for thought leadership, product promotion and engagement.
          2. On average, companies with blogs produce 67% more leads per month than those without. (Source: DemandMetric)
          3. Each blog post that a business publishes takes about 3 hours and 16 minutes per piece to complete. (Source: OrbitMedia)
          4. Blogging is the third most common content marketing strategy after video and eBooks. (Source: HubSpot)
          5. 43% of blog readers only skim through the post; so use pullouts, factoids and graphics. (Source: HubSpot)

          Set a Path And Work Your Plan

          Blogging has to be a labor of love and that requires the right ingredients, including time, effort and a plan. Put these all together and you'll generally yield favorable results. While developing your content, it’s a good idea to consider the following:
          • Is what I am about to share with my audience relevant to them?
          • What is the main idea that I want to convey?
          • How could I engage with readers?
          • What is the strategy behind my blog? Add subscribers? SEO? Provide downloadable lead-generation material? To share product information?
          From a marketing perspective, blogging is a powerful way for businesses to build long-term success. First, blogging helps drive traffic to your website. Every time you publish a new article, you are essentially adding another opportunity for your business to be found by search engines and attract more page views. Plus, new visitors to your site offer the potential for new leads. How can you capitalize on this? MAKE SURE TO CRAFT A STRONG CALL TO ACTION! Give people something to do when they get there ... after they've taken the time to read through your insightful, informative, entertaining and/or educational information. Lead them to water ... AND make them drink! Include a conversation that supports a business goal such as "download now," "contact us for an appointment" or "request an estimate." You got them to your site with your content; now bring it back to your business goals. Engage them! Blogging for business Keep Them Coming Back Another tip is to keep them coming back by making them want more. You could promote a three-part series on a specific topic or even teaser an upcoming blog article. A great way to entice repeat readers is to let them know there is more ahead and what they can expect to see or receive. Of course, this takes planning so you know what to promote and if you have a hot topic or potential popular download coming soon that you’d like to start sharing. Now, not every person that visits a blog will become a lead … they may just be curious, passing through; but once they’ve read the information, a connection is created between your business and the reader, and that helps build your authority as a thought leader.

          Becoming a Thought Leader

          One key method to establishing authority as a business: helping answer questions or solve problems from your specific audience/customer segment. You’re helping your target audience by being a credible source for information, which is particularly beneficial as a sales tool. Having a prospect read your blog and find answers to their questions is a very powerful thing! That’s not to say that you should avoid getting the opinions of experts within the industry – you absolutely should do this. In fact, by getting other experts involved, you will also be validating YOUR OWN expertise. Whether it’s with a short video or a series of Q&A with photos, there are a variety of creative ways to incorporate this into your content plan. Also, leverage social media – especially when you are discussing other brands or bringing in other experts. Social media can be used to promote your blog, gain insights on trending topics and to ask followers to share their thoughts for an upcoming post.

          Continuous Growth

          Honing in on the right social media channels that your potential customer follows is important; and sharing your blog content with followers will always increase your exposure. Here’s an example of how effectively using social media can expand your blog’s reach – say you have 10 people on Facebook who actively follow your brand. Those 10 people also live on Twitter and retweet each other’s posts. Imagine if each of those 10 people have 500 followers. If they are actively promoting your content, your reach will exponentially grow each time something is shared. You can wager that your content is reaching the right people, because realistically, followers will be your target audience and will share with other like-minded members. In turn, increased page views and social reshares will affect how often a brand will pop up in Google searches as well. It’s the gift that keeps on giving.

          All It Takes Is An Idea

          So, what are you waiting for? Businesses that blog get 55% more website visitors than businesses that don’t. (Source: HubSpot) By prioritizing your business blogging efforts, you are guaranteed to receive more ROI than companies who don’t. The first step is simply coming up with an idea and getting started. Our hope is that you use these facts and tips to change the conversation at your company from “Why bother with a blog” to “When can we start”. Foster Marketing is here to help you create strong paths for you to connect with your audience, whether you are still in virtual-only mode, or back face-to-face. Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

          Lessons on presenting your work more efficiently

          By Anna Scordos-Brooke Director of Public Relations Technical articles and case studies are a great way to showcase your company's expertise. They offer you an opportunity to put things into context, explain the relevance of your work and offer detailed evidence on how and why your products or services helped a client succeed. But communicating your message through an article relies on your audience having the time and inclination to sit down and read it thoroughly. Here are a few ideas to help you reach your target audience without having them read the entire article.

          A Picture Tells a Thousand Words

          This is the age of Instagram, where a picture and a brief caption have the power to tell a story in an instant. Did your company manufacture a tool or system that can withstand the hardships of the oilfield better than its predecessors? Show a side-by-side comparison of how each one looked after working downhole. Did your company build a structure that served a unique purpose? Let’s see it! Does your team provide the best service in town? The world should see their smiling faces after a job well done! Good photos can be used anywhere. From brochures to trade show banners; from LinkedIn to Facebook. The key is to invest in good quality photos from the get-go. Hiring a professional photographer to capture a bank of reusable images of your company’s products and services is always a good investment if you want to showcase your success.

          Crunch the Numbers

          Statistics play an important role in backing up a case study’s claims with evidence. Making a case study interesting can be a challenge for even the best writers (and we’re good). Reading them can be pretty dry, but if you have compelling statistical evidence to share that underlines your success, you can share it via a graphical representation. Pie charts, bar charts, line charts, scatter diagrams – these are all visual ways of communicating the impact of your work quickly and in a way that is easy on the eye. Just choose the type of graph and color scheme that best showcases your numbers. It’s critically important that the numbers represented are accurate and the graph stands up to scrutiny. Once you have some good solid charts at your disposal, they can be used in internal and external promotional materials and across social media whenever you’re looking to present evidence quickly and efficiently.

          Speed is of the Essence

          The story that you tell in an article can be packaged in a way that is quicker to digest for the reader. Animations can quickly summarize the key events of a project from start to finish and can be more engaging than a page of text. They can also be easily shared online, kickstarting a conversation with interested parties inviting you to fill in the blanks for them. If you’d prefer to stick to words, the brevity of a press release works just as well today as it did before. For example, the who, where, what, why and when in your lead paragraph quickly gives a reader the story. If you want to make a technical article more accessible, try breaking it up into a three-part series, or add some human or historical context to inject more ‘story’ to the technical details.

          Start a Conversation

          Real-life press conferences and presentations may be off the table for a while but there’s nothing stopping you from taking them online. Re-purpose that booth presentation you were going to give at OTC and have a one-on-one video call with a key client. Host a webinar and take questions. Take some time to make some videos that start a discussion about best practice in your industry, post them online and engage in the comments that they provoke. Today, more conversations are online than ever before. Facebook, LinkedIn, Twitter - make sure that your company is an active part of the conversations that are happening on these platforms. For 40 years, Foster Marketing has been using its experience and know-how to help our clients showcase their success across all platforms. Contact us today to start a conversation on how we can help you, too! Foster Marketing is here to help you create strong paths for you to connect with your audience, whether you are still in virtual-only mode, or back face-to-face. Call us today at 281-448-3435, contact us online or connect with us on LinkedIn.

          BONUS TIP

          Numbers don’t lie … and according to Hubspot, not only do 85% of businesses use video as a marketing tool, but 88% of those who use video said that it gave them a positive ROI.

          By Megan Schreckenbach
          Vice President of Account Services

          Is anyone starting to miss the automatic handshake or the kind hug or pat on the back from a trusted colleague? I'm sure some of us don't have too much trouble ducking away and taking a break from social interaction during the pandemic, but if you're like me (and I'm sure for many of us), it hasn't been a walk in the park.

          Our lives were swept into a 100% virtual existence essentially overnight. Don't get me wrong, our society was of course driving down that road at a very high speed, but out of unexpected necessity, our virtual lives went into overdrive ... oh, and not to mention, stay home everyone and keep your kids there, too! OK, got it!

          Witnessing the uncontrolled chaos of my daughter's virtual Pre-K class shouting out their answers simultaneously at their respective computer screens (please, mute all, please!!) and the virtual meltdown — no pun intended — when the teacher didn’t hear them and praise their genius, certainly is productive. And perhaps my personal quarantine favorite, a virtual taekwondo class full of overly confident (and loud) 5-year-olds … and yes, “Parents we need you to jump in here and help out!” At this point, I’m now definitely ready for my virtual happy hour!

          We were, and many still ARE, in “virtual survival mode.” But looking ahead to our new normal, how much of this virtual culture will survive and thrive? I think a lot of it!

          If we aren’t able to have an in-person event to showcase our products and services and SELL — or because of ongoing restrictions aren’t able to sit in a client’s office and gauge their facial expressions and read their tone of voice — what are our alternatives?

          Online Meetings

          Zoom is now a household name! Though online does not replace face-to-face, for many it comes really close. For that reason, the efficiencies and ease that virtual meetings provide will no doubt be sticking around. So, get good at it! Be able to navigate an online meeting room just as strongly as you would a boardroom … and it’s tempting not to, but turn your camera on. If you don’t, you are really just phoning it in.

          virtual meetings

          Webinars

          Not another WEBINAR! If we cannot teach and sell in person, we must create similar opportunities online. And, as a consumer, it’s also up to us to engage in these formats, as well. Many in our industry have gotten very good at using available platforms to enhance these online events and engage views – from audience interaction via questions and polls to including multiple experts in one event to keep things more spontaneous.

          virtual events

          webinars

          Virtual Trade Shows

          In addition to the traditional, yet ever-improving, webinar experience, virtual trade shows are about to make a big appearance on the scene. Kudos to industry events across the world taking responsive action and pivoting to support both exhibitors and attendees. I commend you! This effort will be a new experience for many and, as in all things, there will be many lessons learned that will be used to make the experience more productive and profitable to all involved. Once we get back to the usual in-person trade show format, what was learned from these virtual shows will be applied to offer broader and/or more frequent opportunities.

          Video

          Video, in all its glory, continues to take center stage. If you can’t put your face in front of them literally … put it where they CAN see it … on video. Whether a timely video clip answering a commonly asked question, a pre-recorded training video to replace the in-person experience or a recorded executive roundtable providing thought-leadership points, video is here to stay and it’s powerful. We have seen many embracing this avenue who previously had shied away and now are planning to keep these efforts in their ongoing planning.

          video marketing

          video thought leadership

          Enhance Your Online Presence

          If you haven’t already, run the traps to ensure your website is where it needs to be to grab and convert users; your social media channels effectively target the right audience; and your email campaigns are serving your customers well with strong calls to actions. Now is not the time for missteps as your sales cycle depends even more on the digital experience rather than closing the deal in-person.

          Serve Not Sell

          It’s not as easy as it was yesterday to get in the door and close the deal. Show the prospect your culture by serving them a lot of the time, rather than selling them all the time. Content is KING! Strategic calls to action attached to strong content is THE pathway to clicks, leads, being top of mind and, ultimately, success. The better you are at this, the closer you are to the sale. By creating a strategic path and mixing in great content, you are just a couple of clicks from an in-person meeting, online meeting or call to close the deal.

          Foster Marketing is here to help you create strong paths for you to connect with your audience, whether you are still in virtual-only mode, or back face-to-face. Call us today at 281-448-3435, contact us online or connect with us on LinkedIn. 


          BONUS TIP

          Who cares about Facebook, right? According to a Hootsuite survey, Facebook …

          • Has 2.41 billion monthly active users
          • Is the world’s third-most visited website – outranked only by Google and YouTube
          • Has the attention of 71% of American adults
          • Has 74% of high-income earners ($75,000 or more)
          • Will engage with 87.1% of U.S. marketers this year
          • And, a study from Optimal Social, the winner of a Facebook-sponsored contest for marketing developers, showed that 75% of the engagement from a typical Facebook post takes place within the first 180 minutes.

          For companies, that could mean connecting with a prospective customer quicker.

          …But I’ve never seen anything like this.”

          By George Foster
          Chief Executive Officer

          This year is the 40th anniversary of Foster Marketing and we picked a doozie to celebrate. With the coronavirus and the collapse of the oil and gas industry I thought I’d seen it all.

          We’ve survived (and occasionally prospered) through one oil bust after another (“stay alive ‘til ’85”, low points in the late ‘90s and the Deepwater Horizon disaster). We’ve weathered the storm(s) – Andrew, Katrina, Rita, Ike and Harvey. And, we’re still here working away!

          Someone once said that, “experience is what you have left after you’ve lost your ass.” Well, load up the wagon.

          Some the things I’ve learned through the years; many the hard way:

          Minimize Debt

          In the early ’80s when we opened in Lafayette, La., the oil and gas industry was booming. The New York Times ran a story on the offshore oil and gas boomtown and as best as I can recollect, the article stated that the “streets were paved with gold and there was a millionaire on every corner.”

          It was a good time to start a business even if you didn’t know what you were doing. There were three advertising agencies in Lafayette that started in the late ‘70s and early ‘80s and all of us are still here today. That’s good management, good clients and good people.

          However, interest rates were exorbitant. The federal funds rate, which was about 11% in 1979, rose to 20% by June 1981 and the prime interest rate eventually reached 21.5% in June 1982.

          When capital is that expensive you can’t make it. Especially, when the oil and gas industry crashed in the mid ‘80s. But we did.

          Lesson learned: Keep debt to a minimum.

          Mentors

          When I started the business, I was a journalist, not an ad man. But I could write, which will take someone far in any business. I didn’t know about the advertising business or really running a business in general.

          However, I was smart enough to reach out to advertising agency owners who gave me great advice on who to target (B2B, not B2C; oil and gas service companies) and on creative (“This concept works because you don’t have to explain it”). Some of my first employees guided me along as I learned to work with creative folks and they taught me how to sell creative.

          But the biggest boost in my business was when I joined an advertising agency network of owners from all over the country, the Innisbrook Group. We met twice yearly at various locales (my wife and I saw every part of the country). We shared financials, discussed problems and trends. That Group lasted for 25 years and helped me survive. They are among my best friends to this day.

          There have been other consultants who have been instrumental in our success. Even now, during the coronavirus, I’m listening to a least one webinar or session per week on surviving the pandemic, how to handle the PPP loan, etc.

          Lesson learned: Find and cultivate mentors.

          From left, Terry Palmer, longtime Foster artist; Bob Randall, former Creative Director; Moi; Richard Yeager, great friend and member of the Innisbrook Group

           

          Folks

          I use that term because we are a familial business. We have always cared for our employees even during the tough times. That’s not to say I haven’t had to make tough personnel decisions through the years, but they’ve been rare.

          We’ve had tremendous talent through the years and many have gone on to start their own agencies, become successful corporate marketing executives and mothers. Yes, we’ve had a dozen or more births during our 40 years.

          And, many of our employees have stayed. A majority of our employees have been with Foster Marketing more than 10 years. That’s not to say you don’t lose some when you attract and hire talented young people. Three of our former employees have gone on to become President of the Business Marketing Association (now ANA/BMA) chapter in Houston. Our staff is constantly pouched by industry. I used to be bummed about that until someone said, “You should be proud because you hire great people.”

          Lesson Learned: Hire good people (and keep ‘em as best as you can).

           

          Outside Sources

          In the late ‘90s (after a rough patch) I had contemplated contracting out creative services as we performed so many tasks that didn’t require artwork (public relations, strategy, event planning). In 1995, our senior Art Director announced she was pregnant. Now was the time to cut the umbilical cord. And we did.

          We began using free lance designers (although it wasn’t free) to develop concepts, including our new born mother. We’ve never looked back. It was a good move.

          This was about the time computers were coming into play so it didn’t matter where the creative talent was. We could use talent from all over the world to fit the job needed. Not just the talent we had on staff.

          This concept modeled our clients as the oil companies farmed out assignments to different service companies as consultants.

          Finally, using contract creative allowed us to control the cost of a project, eliminating the overhead and personnel costs of someone on staff. It’s this same concept that will help us get through the coronavirus pandemic.

          Lesson Learned: Don’t be afraid to find great talent outside your firm.

          Top: Terry Palmer, Art Director, and Moi; Bottom left, Palmer, Foster Marketing President Tiffany Harris and long-time Production Manager Vicki Wyatt, now deceased but honored at our Lafayette building. Bottom right, from left, longtime Art Director Dan Fisler; former Vice President Bob Wallace; and Myla Lowrance, Account Assistant.

           

           

          Forward Thinking

          For any business to grow, a leader has to be a forward thinker. I’ve quoted my friend Ian Ord of Fifth Ring many times when he was asked about setting up a new office overseas. “We had to make a decision,” he responded. “Do we want to be a lifestyle business or a legacy business? We wanted to be a legacy business.” Amen brother!

          At Foster Marketing we want to be a legacy business so practically all our decisions are based on growing the business – even during this pandemic.

          I’m a glass half full (or more) kind of guy. Thus, I’m looking for opportunities even in these turbulent times – managing our business better opportunities, hiring opportunities, merging opportunities, new business opportunities.

          This pandemic too will pass. We’re poised because of the lessons learned above to make it through this period even stronger. Helping our clients make it through stronger is our challenge and we’re up to it.

          Lesson Learned: Stay the course, think ahead and come out stronger.

          Foster Marketing is here to help ... as we have been for the past 40 years. Call 281-448-3435 or email us today.

          At 2008 groundbreaking for our new building in Lafayette, LA.

          BONUS TIP

          To amp up your reach and engagement on your social media channels, involve or "challenge" your team to get involved by commenting and resharing.

          • You could LIKE a post
          • FOLLOW the page
          • COMMENT on a post
          • RESHARE and add your own COMMENT on your personal profile
          • When it comes to social media, the more the merrier

          The inboxes of journalists are bombarded with news releases and pitches every day … what can you do to help ensure that your important news gets out to the public?

          Here are some quick tips:

          • Be concise – journalists don’t have the time to read too much… make sure your headline and your lead sentence offer the main point of the release.
          • Give the journalist a reason why your topic should be written about – why is it important?
          • It is best to contact journalists in the morning, but be careful on getting your releases lost in the Monday morning shuffle.
          • Email is the best way to pitch… be careful on pitching through things like direct messages. Journalists might see this as an invasion of personal space. If you must, keep it brief.
          • Don’t follow up too often. One follow-up is enough.
          • Don’t pitch anything relatively minor when something larger is going on… for example, newsrooms during the COVID-19 pandemic are most likely working with a smaller staff, and will be reporting on COVID-19 – don’t let your story get lost.
          • No buzz words or jargon – use simple language.
          • Don’t send releases that aren’t newsworthy. This will hurt credibility.

          Any other additional tips you've come across? Share below!

          REACT & SHARE

          ADD A COMMENT

          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          COVID-19 Lessons Will Shape the New Norm

          By Kristy Bonner VP of Digital Services We are all struggling to keep going until the COVID-19 lockdown passes … continuing social distancing by working remotely; tightening budgets for leaner times ahead; waiting for the time when we can travel freely; and, of course, hoping something will happen to get oil prices back to a profitable level again. Sure, some people have become hoarders; divorce rates are up after only a month under the stay-at-home order; and layoffs are at an astronomical number; but, in times like these, we must look for the silver lining if you view the glass half full. From the glass-half-full perspective, there are several marketing and business lessons we’ve learned from the COVID-19 pandemic. And, like all unfortunate situations, we will keep the good and try to forget the bad once this is over.

          Zoom in on Success

          Many procedures adopted during the stay-at-home order, such as heavily scrutinized budgets, working remotely and cross-training staff will likely stay. Using video conferencing and webinar platforms is one of the top lessons learned that should stay post-COVID-19. From virtual meetings to virtual happy hours and from technical webinars and video expert blogs to live discussion forums, these are exciting times! Companies and team members once uncomfortable or uninterested in using these methods are jumping into the deep end – and seeing a great deal of success. We applaud all of you who took this leap and encourage you to keep these efforts going long after the lockdown ends. These are great ways to be seen as a thought leader and expert in your market. Those who previously shied away from video conferencing as a way to collaborate with team members, meet with customers and pitch new clients would frequently use the excuse that we are a relationship-based business so we must be face-to-face. True, face-to-face is great, but there is no doubt that you can get in front of more faces by scheduling a 30-minute video conference versus a weeklong trip to meet with a single prospective customer. And then, there are the travel expenses ... that may or may not pay off down the road. Whatever video conferencing and webinar tools you are using, stick with them. Keep that weekly team brainstorming video conference as a recurring item on your calendar; continue your virtual happy hours with colleagues far way; plan to do a webinar or two each month; and keep an online meet-up in your bag of tricks to connect with clients and prospective clients. If it is working in pandemic times, why throw it out once life returns to normal?

          Make Connections

          In the past few weeks there has been a record number of connections made. Companies are amping up their social media game with more frequent and engaging posts, as well as leveraging paid boosts and social advertising to expand their outreach efforts. >> Check out the Foster Forum and post your thoughts or join an existing forum topic. Online discussion forums and blogs have been spawned overnight to stay connected and share information. These efforts are not new, but are a true turning point for many getting onboard and, hopefully, willing to keep these efforts going after this crisis has passed. >> Check out Fostering Connections and react, share and add your comment. One of the most dramatic and potentially impactful trends – at least from a sales perspective – is employee social activity. Individual LinkedIn accounts that were previously basically dormant are now updated, sharing and commenting on posts; sending invites and inmail messages; and even contributing new and insightful content from their area of expertise – all benefiting their companies. Social managers and lead marketers have been fighting to get this level of social buy-in for years. Go ahead, celebrate the win!  

          Personalize It

          Today, a key buzz phrase is touch points. OK, so that’s not new since the pandemic … but now more people are onboard because a lunch meeting or a golf invite has been off the table as a way to touch base with clients and get in front of prospective customers. So, we email, invite them to webinars and share technical information online and via email, social media and text messages. How do we ensure we hit our mark with a touch point? Personalize it! It’s all about being really relevant so a prospect feels the message was meant just for them — email them at a time that makes sense for them, not as a mass distribution at 3 a.m.; share content they care about; send them information they need in their job or industry; and offer opportunities to engage them and make them want to play along. Here’s a trick to see if you’ve grabbed their attention using your free Google Analytics account. Upload the content you want to share to your website if it isn’t already there. It could be a PDF brochure, an eBook, a landing page with a video or page on your site with technical information about a product ... all are good options. Visit Campaign URL Builder and input the URL where your content is, add a unique campaign source and campaign medium. You can then copy and share the generated campaign URL and track it later. To see if your prospect clicked your link, go to your Google Analytics account, click acquisition, all traffic and select source/medium from the left menu and look for your unique source and medium.

          Soldier On

          Big corporations and small businesses everywhere are meeting and planning how to continue in these tough times. Why not recruit your best and brightest thinkers to do this on an ongoing basis? Naming a business continuity team to deal with short-term issues and ponder big-picture ideas can be a powerful and productive step. Now is a great time to task a representative from operations, customer service, marketing and accounting to ask what if …
          • We didn’t operate as we always have?
          • We started offering a new service or product?
          • We changed our pricing or billing model?
          • We focused on a new geographic market?
          • We actively promoted our products/services to a completely new industry segment?
          Desperate times often lead to big breakthroughs that can be a game-changer for your company and your bottom line.  

          Time to Look Under a Different Rock?

          For some, changing times and tough industry conditions will be the tipping point that pushed them to jump into a new market. For the oil and gas sector, negative oil prices amid a huge and likely continued drop in U.S. fuel consumption because of stay-at-home orders are enough to force companies into making some big leaps in new directions. Take a look at these tips if you are considering making this move. Basics of Breaking Into a New MarketCommit to making the leap.
          • Identify potential opportunities.
          • Define your market/goal.
          • Build your unique value proposition.
          • Make a plan.
          • Learn your audience.
          • Start small and test the market.
          • Refine and ramp up your efforts.
          • Have an exit strategy, just in case.
          >> Click to read our article on Learning the Ropes When You Are Entering a New Market. If you’ve worked this hard to ensure your company can weather this current storm, you might as well leverage what you’ve learned from this experience and, of course, celebrate the successes wherever you can find them.
          In the words of the inspirational Lou Holtz, “In this world you're either growing or you're dying so get in motion and grow.”
          Foster Marketing is here to help — whether you need to fill a few staffing holes or jump into a completely new market. Our experts have the know-how to guide you in the right direction. Call 281-448-3435 or email us today.

          Check out how these small businesses are adapting to Coronavirus: https://www.uschamber.com/co/start/strategy/small-businesses-adapt-creatively-to-coronavirus

          Let us know of any other creative ideas you've seen!

          REACT & SHARE

          ADD A COMMENT

          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          A well-timed social media post can lead to more likes, comments, shares and click-throughs. According to Sprout Social, the best days to post on LinkedIn are Wednesday and Thursday. With digital marketing efforts vital now, more than ever, it is important to maximize your company’s engagement opportunities.

          Foster Marketing's Digital team can help!

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          ADD A COMMENT

          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          Maybe you’re the numbers and logic behind ramping up social media engagement … maybe you’re that ounce of creativity that it takes to get there. Whether you’re a left-brained or right-brained thinker, Accountant or Graphic Designer, we all play a vital role in keeping operations running seamlessly during this time.

          Leave a comment and let us know what you are!

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          ADD A COMMENT

          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          Foster Marketing is celebrating our 40th anniversary with a look-back through the decades on our social channels. Reminisce with us on industry highlights, trends and cultural events from the past. Follow along on LinkedIn at #FosterTurns40, comment and remember where you were when ...

          >> Follow us on LinkedIn

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          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          The UL Petroleum Department Crawfish Boil previously set for April 25 in Girard Park Pavilion has been canceled.

          REACT & SHARE

          ADD A COMMENT

          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          We thank the thousands of grocery store workers, nurses, #healthcareheroes, food processing workers and all other essential workers on the front lines every day fighting to get us through this pandemic. Foster Marketing appreciates you!

          #strongertogether

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          IADC is closely monitoring the COVID-19 situation and evaluating what impact, if any, it may have on IADC conferences. Please visit specific conference web pages for information related to each conference. We will continue to monitor the situation closely and may reschedule/cancel events, as necessary, in the best interests of attendees, using the World Health Organization as an ongoing information resource. In the meantime, it would be helpful if IADC Members share their company’s plans regarding travel and conference participation, if impacted by COVID-19; this information will help IADC’s Team plan ahead.

          >> Check our list of shows postponed or cancelled.

          REACT & SHARE

          ADD A COMMENT

          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          The Offshore Technology Conference (OTC) has been cancelled, organisers said Thursday morning, citing health and travel concerns from the Covid-19 pandemic.

          The high-profile conference, originally scheduled for May and held in Houston’s NRG Park, had been postponed for August or September following the outbreak of the coronavirus.

          >> Read the full story
          >> Check our list of shows postponed or cancelled.

          REACT & SHARE

          ADD A COMMENT

          • Kelsey Whitmeyer on Left Brain vs. Right Brain: “As a dancer since a young age, and with a passion for music and the arts, I am definitely more…Apr 20, 20:28
          • Kristy Bonner on Left Brain vs. Right Brain: “For marketing, you really need people from both hemispheres. Marketing definitely is a team sport!Apr 20, 17:40
          • Kristy Bonner on Have You Checked Out #FosterTurns40: “There are some serious music buffs on our staff! Bring on the team trivia!Apr 20, 17:18
          • Kristy Bonner on UL Crawfish Boil Canceled: “I had my tickets and my family was all set to go enjoy this event again! So sad!Apr 17, 17:58
          • Foster Marketing on SPE/IADC MPD & UBO Set Oct. 29-30: “See latest updates from IADC HERE: https://www.iadc.org/conferences/upcoming/Apr 8, 15:44

          Kristy Bonner, VP Digital Services The oil and gas business sector has long weathered the storms – literally from hurricanes to market price fluctuations to layoffs and budget cutbacks … and now comes COVID-19. With mass travel bans, industry event cancellations, social distancing and supply shortages everywhere, 2020 is already becoming a roller-coaster ride that has many businesses just trying to hold on. Whether you agree with the pandemic panic or not, it is already impacting your business and your life. Most of us are trying to continue on as best we can by working remotely, taking extra precautions such as hand sanitizing and singing while we wash our hands (yes, The ABCs or Happy Birthday work), all while finding ways to reach customers – from a distance – in the heavily relationship-based business-to-business environment. Foster Marketing, like many others, is being diligent in the face of coronavirus fears. While our offices are open, we have temporarily put a Work From Home (WFH) policy in place as a precaution, and our team is able to work remotely to push forward to keep our clients’ marketing efforts on track. We firmly believe now is NOT the time to put all your marketing efforts off and hide out until May (or whenever the pandemic is over). And, no matter what is ahead, we are committed to fighting the plague of business interruptus. Hopefully, your biggest issue is finding toilet paper, but here are some business and marketing tips to move forward in the current corona-crazy times.

          Market On

          In times like these, you can bury your head under the covers or push forward. While our day-to-day operations may have adjusted for the next few months, the day-to-day needs of customers and prospects do not completely stop - even for COVID-19! So, we need to keep at it; and in this digital age, we can. The great marketer Al Reis said, “First in mind IS first in market.” Don’t let COVID-19 claim your seat at the table. Now is a great time to focus on creating content and campaigns to build your business into the future. Plus, with travel bans and canceled shows, you and your team may have more time – and dollars – to commit to this effort. Make the most of it. Consider spending time now to make an impact later with some of the following ideas:
          • Create executive and thought leadership Q&A campaigns.
          • Plan targeted social campaigns to reach specific segments or around specific products/services.
          • Build customer eblast series or newsletter content.
          • Write a whitepaper, online guide or publish an eBook.
          • Amp up your news release schedule. We could all use some good news!
          • Make industry articles a priority.
          • Create informative product/service features via graphics, interactive experiences or videos.
          • Focus on project experience and case study development.
          • Do some market research and customer surveys to keep in touch and gain information.
          • Spend some time looking to see if website updates are needed.
          • Plan new online content for your website.
          • Review your SEO list and tweak your website copy.
          • Take a hard look at your goals and metrics across the board: How many followers on LinkedIn do you want by next month? How many web visitors do you want to have by Q4?
          • Plan a webinar, online event or real-time Q&A. Social media is a great fit for this!
          • Take a pause to review your current presentations and collateral to plan updates or overhauls.

          Social Distancing? Go All-in Digital

          Even if face-to-face is a bit difficult with travel bans and social distancing, you can still get in front of your customers and prospects using digital tactics. Take this opportunity to engage your audiences in a meaningful way, even if it is from afar. Here’s a list to ponder:
          • Host a web or online event such as a Q&A on your website or social channel.
          • Partner with an industry publication to get involved in an online forum.
          • Leverage email capabilities to promote video content and online meeting scheduling … and anything else you have ready to share!
          • Evaluate and expand your personal LinkedIn profile: Consider adding professional groups, seeking recommendations and showcasing your experience.
          • Expand and update company social channels: Add visuals, links, product pages, hashtags and seek out reviews.
          • Consider joining LinkedIn groups as a way to stay informed and message new prospects.
          • Write an article to post and share on LinkedIn. Include questions to provoke comments to really engage your audience.
          • Use online polling to spark social engagement. You have a captive audience so use it!
          • Record a video such as a product demo or explain your technology to share on YouTube.
          • Run a social giftaway campaign to take advantage of a captive audience working at home.
          • Engage digitally: Any way you can – direct LinkedIn invitation, like/follow posts from those you’d like to do business with and direct message prospects to check-in and offer support.
          • Pull out your SEO target list and start planning content, articles and landing pages to boost your results.
          • Jump into paid social to increase the eyeballs seeing your content.
          • Give paid search a try. Take our COVID-19 challenge!
           

          JOIN FOSTER'S LIVE LINKEDIN EVENT

          We will host a live event from 11 a.m. to 1 p.m. (CDT) Tuesday, March 24 on LinkedIn when a few of our experts will respond to some concerns about the effects of COVID-19 on both internal and external challenges we are hearing and any questions we get on our company page. Hear from Foster Marketing President Tiffany Harris, VP Account Services Megan Schreckenbach and VP Digital Services Kristy Bonner. >> Login and join us on LinkedIn.
           

          The Show Must Go On

          Many industry events have been postponed or canceled – check our website for the latest updates. But, the show can still go on – online that is. If you had a presentation ready to go or video content queued up to play on the show floor, all is not lost. You have content ready to share! Turn your OTC presentation into an online webinar by uploading your slides and even recording your audio. Promote video content via your website and social media channels. Tell the world about your informative presentation via email. You can likely attract way more eyeballs than could possibly fit in one room using this approach. If you have great content to share, consider spending a little money to leverage targeted LinkedIn promotions such as text ads or email.

          Have a Backup Plan

          Things happen: People take vacation or get sick, so you need to have plans in place to cover tasks while some team members are unavailable. Do you have a backup system for your social posters in the event they are unavailable? If you need to get something up on your website now, can you? Take a minute to step back and look at where you might need some cross training on your team and have a who-to-call plan at the ready. The team at Foster Marketing is actively helping fill staff gaps for multiple clients during this time.

          The COVID-19 Quarantine

          How ready were you for a sudden shift in your operations? With most businesses now working remotely, this is a good time to take a hard look at your systems. Are you set up to allow your staff to fully operate remotely? Do you have methods in place to stay connected to clients and staff – no matter where they are working? Technologies such as VoIP and apps allow you to take calls and communicate with customers like you are sitting in your office, whether you are at home or stuck in an airport in Dubai. Web conferencing and messaging tools (GoToMeeting, Lync, Skype for Business and Teams, to name a few) should be in your toolbox for both employee and client communications. Do you have a secure place to share essential information with employees out of the office such as an intranet? We also recommend leveraging email and enewsletters to share information with employees and to get essential messages out to customers quickly, whether you are sending information to 50 employees in Louisiana or Texas or 5,000 across the globe. With the rise of AI technologies, tools such as ChatBots on your website may be just the thing you need to allow customers real-time messaging.

          It’s a Hackers’ Holiday

          There are scarier things than bubble wrap from China to worry about. Sadly, when life gets crazy, there are those who will try to take advantage: hackers. It’s a hackers’ holiday with remote operations in play, and you need to take a moment to ensure you have a plan in place. Make this an opportunity to review your policies on remote-access security and handling sensitive documents from personal computers. Are your computers and systems upgraded to handle current security patches? Is your team taking all necessary security precautions with email scam diligence, password security (password phrases are now recommended), antivirus software, etc?

          Moving Ahead

          As an industry, we live the truism: This too shall pass … and COVID-19 is no different. Though there is likely more craziness ahead, taking action now can help your business to keep growing as we wait out this crisis. And, as always, Foster Marketing is here to help you not just survive … but to THRIVE!

          BONUS TIP

          Thoughts to ponder that could change our current situation in COVID-19 times:
          • THINK LIKE AMAZON: Drone delivery for everything. Yeah!
          • 401K FEARS: Breathe in peace and breathe out harmony … and just don’t look for a while!
          • WASTE NOT, WANT NOT: Don’t buy 10 cartons of eggs if you can only use one. Share, please!
          • CHILL OUT: Remember Henny Penny? The sky is NOT falling but people freaking out is making the markets tumble.
          • ONLINE A GO-GO: Schools and universities forced to go completely online means a fresh crop of finely-tuned digital-age employees will be ready to work in the coming years!
          • BE WELL: If you take your vitamins and exercise regularly maybe you wouldn’t be as stressed about standing within 6 feet of another person.
          • I’LL VOTE FOR THAT: The first presidential candidate who does a toilet paper direct mailer may just win the election!

          Take the COVID-19 Challenge

          Have unused travel funds? Perhaps you would have spent $500 (or more) to make a trip to the Permian Basin for meetings but your plans got squashed. Consider reinvesting this money in another new business effort. Here are two ways to make your money work for you with a small spend. Take the challenge, jump in and see what happens.
          • For just $200 you could target who you’d like to reach via LinkedIn advertising – boosted posts and direct emails are great options. Create an article, video, whitepaper, presentation or post to share and target by industry, location, specific company or job title to stretch your spend and hyper focus your effort.
          • Pick a set of keywords that can be linked to you in search and select a corresponding landing page to launch a paid search campaign via Google AdWords. You can target specific keywords and phrases, geography, time and days of the week.
          At Foster Marketing, the health of our employees, clients and the community are the top priority for us. During this global coronavirus pandemic, our commitment to our clients and the oil and gas industry remain the same. In order to contain the virus and to prevent the spread to other people, many industry events have been canceled or postponed. We have compiled a list of the current status of industry events to ease some of the pressure in this difficult time. We will continue to update this page as more information is available. 
          • ADIPEC – Being held virtually November 9-12, 2020
          • AGA Operations Conference – Being held virtually
          • ALCE 2020 – Being held virtually November 10-12, 2020
          • ASGMT – Proceed as normal on September 14-17
          • AWEA – Canceled
          • DUG Haynesville – Postponed until October 13-14
          • DUG Midcontinent – Being held virtually Aug 18-19
          • DUG Permian – Postponed until September 8-10
          • DUG Eagleford – Postponed until September 8-10. It will be held jointly with DUG Permian
          • DUG East – Postponed until December 1-3
          • Eastern Gas Compression Roundtable – Canceled
          • Energy Exposition – Postponed until June 23-24, 2021
          • GasTech – Proceed as normal on September 8-10
          • GCA Exhibition and Conference – Canceled
          • GMRC 2020 – Proceed as normal on October 4-7
          • IADC Drilling Onshore – Postponed until August 19
          • IMTS 2020 – Proceed as normal on September 14-19
          • ISD AD Symposium – Canceled
          • ISA Houston Section 18th Annual Expo & Chili Cook Off – Postponed until November 4, 2021
          • ISHM – Canceled
          • LAGCOE 2021 – September 29 - October 1, 2021
          • MEALF 2020 – Canceled
          • Midstream Texas – Postponed until November 3-4. It will be held jointly with the Executive Oil Conference
          • NAC European Corrosion Management – Virtual Conference November 17-18, 2020
          • NACE Corrosion – Postponed
          • NAPE Summer – Being held virtually
          • Offshore Technology Conference 2020 – Canceled
          • Offshore Technology Conference 2021 – Postponed until August 16–19
          • OTC Asia – Postponed
          • PBIOS 2020 – Postponed until October 19-21, 2021
          • Shallow and Deepwater Mexico – Postponed TBD
          • SEG 2020 – Being held virtually
          • SPE/IADC MPD & UBO – Postponed until October 29-30
          • SPE/ICota – Canceled
          • SPE ATCE 2020 – Being held Virtually
          • Turbomachinery & Pump Symposia 2020 – Being Held Virtually
          • World Petroleum Conference – Canceled
          • ONS – Canceled
          Beau Robinson, Event Coordinator Whether exhibiting or walking, trade shows are a valuable tool for companies to gain business, but are YOU utilizing them to your best advantage? Foster Marketing has put together “Tips for the Trade Show Floor” to ensure that companies get maximum value from every show. Trade shows are an easy way to get you face-to-face with your target audience, but can also be costly and a waste of time if you aren’t selective in choosing which shows to exhibit at and attend. Look for these signs at your next trade show to see if you should be walking the show floor, exhibiting at the show or if you should leave the show completely out of your budget for the next year.

          Is there a line at registration?

          Waiting in long lines can be a pain, but a busy registration desk upon arrival indicates that there will be a lot of traffic at the show. Our tip is to pre-register so badge pickup is much quicker. And, some shows will send you your badge if you register early enough.

          Who is at the show?

          Exhibitors: Are they potential customers, partners or competitors? If you’re going to be walking the floor, check out the floor plan online, map out your route, and HAVE A PLAN before you go. For your competitors, walk by their booth, take notes on their booth presentation, promotion and foot traffic. AttendeesAre the attendees walking the show potential customers for you? If you’re exhibiting, what is your plan to entice them into your booth? If you’re walking the show and see potential customers doing the same, you might want to consider exhibiting next year.

          Double-check your plan.

          No matter how much planning goes into preparing for a show, that plan is bound to change. Make sure you have a Plan B going into the event. Show guide: Grab a show guide as soon as you arrive. Is the show guide well put together? Make sure that all the exhibiting hours and presentation times are still on schedule. Sometimes presentations or panel discussions change. Floor plan: Look at the floor plan in the show guide. Chances are, companies might have backed out and new companies might have decided to exhibit. Looking at the floor plan also gives you an opportunity to see how many booths weren’t purchased. A show with a lot of empty booths is NOT a good sign.

          How is the show traffic?

          Busy or dead? The second day of the trade show is typically the busiest, and is normally a good indicator on the success of a show.

          Quality over quantity?

          Before judging a trade show based solely on attendance numbers, get a feel for who is actually on the show floor. A crowded trade show does no good if the right people aren’t there. Sometimes shows value quality attendees and exhibitors over quantity.

          Style of show?

          Is the show more about the exhibition or technical presentations? If exhibiting, make sure that there is a good balance between the technical and exhibition schedule, ensuring enough time for business to be done. Make sure the exhibit times make sense.

          Booth designs?

          Know the type of show you are attending and where your booth is located. Is it a show in a hotel or a convention center? Are you an inline booth or an island booth? These are key questions when designing and managing your booth space to determine structure height, TV placement and in-booth staff. If you’re walking a show and considering exhibiting next year, check out the companies with the most traffic and note what they are doing to get people into their booth.

          How are the presenters?

          Look at the quality of the presenters and their presentations. Make sure that the show wasn’t just trying to fill time slots at the last minute with presenters. If a show has quality presenters and presentations, it is normally a sign of a quality show.

          Are sponsorships noticeable?

          Are the sponsorships noticeableCompanies are paying for sponsorships, and at a good show, sponsorships will be reasonably priced and sponsors will get their money’s worth. If a company pays for a sponsorship, it could also mean that they have money to spend, so you might want to make it a point to stop by their booth. Another tip is that if you are planning to exhibit and are not in a great location, sponsorships often come in conjunction with “priority” space assignments.

          What members of the media are there?

          The quickest way to get your information and brand out to the most potential customers – especially in a new market – is through the media. What media are at the show? Is their audience who you are trying to target? Introduce yourself to members of the media and begin building a relationship with them. They can get your brand out there.

          Does the show organizer offer promotional opportunities?

          Many organizers offer show apps that make it easy for exhibitors to promote and share information with attendees – from press releases to product features. Take advantage of all the help you can get from the show organizers.

          What are the exhibitors saying?

          Too often, companies only go to shows because their competitors are there. The point of trade shows is to showcase your products or services… not to stand there with your company name on the back wall. At a good show, people will be there shaking hands, doing business.

          Exhibitors should be engaged.

          Prep your booth staff to “work” the show. Exhibitors engaged with the attendees and other exhibitors and interacting in conversation is a sign of business being done, and quality leads being generated. Those who get business done will be back at the show the following year.

          Look at the badge titles.

          Are the employees in the booth the right people to talk to? Name badges provided by the show typically list job titles. Are salespeople in the booth? A decision maker? Someone with purchasing power?

          Are meetings happening on and off the show floor?

          Scheduled meetings mean the right people are being put in front of each other. Whether there is a meeting room inside of the booth itself, or people are meeting in the common area of the show… keep your ears open… meetings are a good sign that business is being done.

          Does the show location make sense?

          Good shows have good organization. Does the floor plan make sense? Do the lodging choices for the show make sense in comparison to the location of the show? Layout and organization of a show can indicate whether or not the organizers know what they’re doing.

          Talk to other exhibitors.

          The easiest way to figure out if a show is successful is to talk to exhibitors. They have a front row seat to traffic at the show, and the show overall.

          Overall experience?

          By the end of the show, did you build any relationships? Were you able to get your brand and product out there? Most of all, did you get any quality leads? A trade show is a great place to begin the sales cycle, but following up with any potential leads post-show is essential in closing the loop and working towards making that big sale. If you find yourself not having any or a limited number of follow-ups after the show, the show might not be for you.
          The point of a trade show is to get leads, build relationships, gain brand recognition and, hopefully, do business. If none of those are happening, there is no point in wasting time or money by being there.

          Kelsey Whitmeyer, Event & Account Associate

          A lot can happen in 40 years. Four whole decades … of popular culture, marketing and industry trends and company growth. As we embark on this new decade, Foster Marketing will be celebrating our 40th year in business as a full-service marketing communications firm.

          Looking back at 1980, when Foster Marketing CEO, George, founded The Foster Agency there was:

          • No Internet.
          • No Facebook.
          • No Twitter.
          • No smart phones.
          • No electric cars.
          • No Millennials.

          Times are certainly changing. Competing for mind share and attention is harder than ever. Making a lasting impression when everyone is trying to go “viral” and to be portrayed as an “influencer” in the digital age is difficult. Social media marketing has become 24/7; thought leadership and trust in a brand are now built around video testimonials; and smartphones have become integrated into everyday life.

          Here’s a look at the past four decades – many of which have made a lasting impression on me. I bet you’ll find that many of them have made a lasting impression on you, too.

          1980s

          The very beginning of this decade marks the year Foster Marketing was born (and so was big hair, neon colors and leotards with tights and leg warmers).

          In the 1980s, marketing got personal. Marketing experts began to see sales as building relationships instead of one-time transactions. In addition to Relationship Marketing, Customer Relationship Marketing (CRM) became vital. Interactions with potential customers became tracked to follow up with what is now called “the customer lifecycle” making it easy to see the progress from cold prospect to buyer or client.

          “Guerrilla Marketing” was also a popular trend during this time, using shock and originality to promote a product or service with very little budget.

          Can anyone even solve this thing? In the early 1980s, the Rubik’s Cube became one of the most popular games in America. Initially released as the “Magic Cube” in Hungary in late 1977, it was remanufactured and released in the western world as the Rubik’s Cube in 1980.

          Before the iPhone, iPod, MP3 player and even the Discman, there was the Sony Walkman. Your biggest fear with your Walkman was it “eating” your tape. Before DVDs and Blu-ray discs, there were VHS (Video Home System) tapes. Throughout “The Blockbuster Era”, it was somewhat of a chore to rewind your movie after watching it to avoid getting hit with return fees.

          Industry Happenings – According to InflationData.com, the annual average domestic crude oil price per barrel in 1989 was $18.33. The 1980s saw the crude oil collapse of 1986 and rig counts and employment in the U.S. oil and gas sector took a dive.

          1990s

          Among the craze of popular boy bands such as NSYNC and the Backstreet Boys, The Foster Agency became Foster Marketing Communications in 1995. The annual average price of domestic crude oil in 1995 was $16.75 per barrel.

          In this decade, a marketing idea was born that altered the Internet forever: SEO (Search Engine Optimization). SEO changed Google search for companies seeking an edge for the better, urging them to try and rank a product or service at the top of Google’s search results. “Spam” and all that we dislike about it also became introduced in this decade.

          In addition to NSYNC’s dreamy Justin Timberlake, ‘Run, Forrest, Run!’ became a phrase people just couldn’t not say when they saw someone running … and it was all thanks to the 1994 American comedy-drama classic Forrest Gump, featuring Tom Hanks.


          2000s

          The year 2000 was the last year of the 20th century, and marked the 1st year of the 2000s decade. Everyone was scared about Y2K which proved to be a flop. The early 2000s saw Foster Marketing Communications open a Houston office and focus entirely on the oil and gas industry. The annual average price of domestic crude oil in 2000 was $27.39 per barrel.

          In 2003, MySpace, an American social networking website offering an interactive, user-submitted network of friends, personal profiles, blogs, photos, music and videos, was launched. We were all Tom’s friend.     

          With the new millennium came a huge milestone for marketing: the birth of social media. The Internet became more personal than ever, and customers began to have access to information and communication like never before. Companies had to rethink their approach to marketing promotion since most companies they were competing with were beginning to leverage the power of social media.

          In the early 2000s, the first version of the iPod was released. Fast-forward to 2007 and the first ever iPhone was released by Apple. The iPhone’s appeal was the fact that data could now be accessed and controlled by the touch of your fingertips; faster than ever.

          Growing up, MTV reality shows were the thing to watch when getting home from school. Popular series like “My Super Sweet Sixteen", “Next”, “Punk’d” and “Cribs” made after-school snacks even better. The 2002 MTV Video Music Awards stand out as an iconic year because of Britney Spears’ and Justin Timberlake’s matching all-denim outfits that became a fashion staple of the decade (… although I’m not sure why).

          2010s

          In 2010, now Foster Marketing celebrated its 30th year in business. Tiffany Harris was named President and George Foster became Chief Executive Officer. We entered the decade as the world leader in oil and gas marketing communications. The annual average price of domestic crude oil in 2010 was $71.21 per barrel.

          Infographics became a popular digital marketing tool in 2010. With the launch of the iPhone in 2007 and Pinterest in 2010, the digital world was starting to look more vertical. In addition, Instagram (my personal favorite) was founded in 2010. Instagram opened up a world full of “double taps” and opportunities to brag on photos you’ve taken. Today, according to Hootsuite, the app has more than one billion users and is the second most-downloaded free app in the app store.

          From the iPod to the iPhone, Apple introduced the iPad, a tablet computer, to the market in the 2010s. Again, data at the touch of your fingertips.

          All you fellow Game of Thrones lovers are aware that the 2010s were a decade dedicated to this medieval fantasy epic. In 2013, the HBO series aired the ‘Red Wedding’ Episode as the season three finale of ‘GoT’. According to mashable.com, the episode was HBO’s most social episode for any show in the history of the network, with more than 700,000 mentions on Twitter, Facebook, blogs, news sites and forums.

          In 2014, the #ALSIceBucketChallenge took over social media in an effort to help raise money and awareness for Amyotrophic Lateral Sclerosis (ALS). Challenge takers were required to dump a bucket of ice water over their head or donate to the ALS Association, then nominate someone else to do the same.


          From “Ugly Christmas Sweater” parties to Carpool Karaoke with James Corden and Lady Gaga’s “meat dress” made entirely of raw beef at the 2010 MTV Video Music Awards, pop culture trends of the decade kept things interesting to say the least.

          READY FOR A NEW DECADE

          As I’m sure you’ve noticed, not all trends last. Just like the industry, popular culture, marketing and companies change constantly and evolve into something new and — more often than not — better. There’s always something better. Sure, 2016 and 2017 were rough years for the oil and gas industry, but 2019 proved that there’s always a silver lining as we’ve seen some improvement in the offshore market.

          Thankfully, Foster Marketing has followed suite as the industry, popular culture and marketing and all that it encompasses have adapted to change. It’s our job to stay on top of trends … and we wear that well. It’s a new decade; now is the time to embrace change!

          Get in touch with the Foster Marketing team today to make sure your marketing efforts are in line with what’s to come in 2020!

          He's making a list, and checking it twice; gonna find out who's naughty or nice ... It's almost time for Santa to come to town but for most companies, 2020 is the big arrival on their minds! Are you ready?

          As you deal with your last-minute holiday to-dos while planning for the upcoming year, make sure you stay on the NICE list.

          YOU DON'T WANT TO BE ON ANY NAUGHTY LIST ... Whether it is Santa's, your clients' or Google's.STAYING ON THE NICE LIST HAS ITS ADVANTAGE ... for you and your company.
          TIMES ARE TOUGH in our industry! I don't have any money for marketing.When TIMES ARE TOUGH, that's when you really need to market your company — to stay ahead of the competitors creeping into your clients' pocketbooks.
          PUBLIC RELATIONS is a waste of time!A solid PR STRATEGY can help build brand awareness, connect your team to potential new customers and showcase your company and team as the experts you are! Being top-of-mind is crucial in today's competitive environment.
          Bah humbug! I'm too busy for holiday cheer ... and PLANNING ahead for 2020!Take time to enjoy the holiday season but keep your focus on THE POTENTIAL 2020 HOLDS for your business by planning ahead!
          Everyone knows about my company. Why should I care about Google? I don't need to worry about stuff like SEO!We SEARCH and ask Siri for everything today! So, it is essential for your company and, more importantly, the products and services you provide to be found first by Google and other search engines.
          As long as my LinkedIn profile is sorta up to date, I'm done with SOCIAL MEDIA. Wasting time on LinkedIn won't help my business and nobody uses Facebook except college students.SOCIAL MEDIA can be a cost-effective and essential way to communicate with multiple audiences you are trying to reach — prospects, customers, media, investors and even new hires. If you have already tested the social media waters, it may be time to amp up your efforts via engagement campaigns and paid social targeting!
          TRAFFIC! Why can't everyone just stay home so I can get to my meetings on time.Yes, TRAFFIC is bad whether you are in Houston or Lafayette. Just leave a little early and say Merry Christmas when someone cuts you off (instead of something else).
          My only focus is on GETTNG NEW BUSINESS. Keeping our current customers is someone else's problem.CUSTOMER RETENTION is equally, if not more, important in gaining new clients. Also, it is much less expensive to get more business from an existing client than it is to only spend time and money on attracting new customers. Consider customer retention programs in your 2020 marketing budget!
          We completely forgot about a HOLIDAY GIVING effort! Since it's so late and we are so busy, we'll just skip it this year.GIVING BACK will help others, make you feel good and create a positive image of your company. Consider a last-minute food or toy drive or make a monetary donation to a worthwhile cause.
          TRADE SHOWS are not giving me the return they once did so I'm going to cut this completely out of my budget and forget about event marketing.In-person EVENTS offer a unique way to get in front of your clients and prospects. Maybe a booth isn't the answer for you, but a client event may be the perfect opportunity to make some new connections!
          I just need to fill certain positions and then I can move on to something else. My CURRENT STAFF is just glad they have stable jobs with a company like ours.Filling openings on your team is top of mind for many companies, but make sure keeping your existing employees is in your plans, too. EMPLOYEE RETENTION CAMPAIGNS can go a long way toward showing your team how much you value them and get them engaged in growing your business!
          I don't have an in-house marketing team, and I DON'T HAVE TIME FOR MARKETING and promotion! I'm too busy running my business and dealing with daily operations needs.CALL FOSTER MARKETING! One call and you can amp up your marketing efforts with our team of experts in PR, digital, events, branding, advertising, marketing strategy and more!

          We wish you great success in the coming year, and are truly grateful to all who have allowed us to play a part in their success. The entire Foster Marketing team is here to help. Contact us today to expand your team and expertise with one call!

          BONUS TIP

          What do B2B marketers say will be hot on their digital agendas for 2020?

          • Content marketing: It's vital for lead generation.
          • Personalized communications: We only want content that fits our needs.
          • New advertising options: Print and billboard advertising aren't dead but there is a wide range of digital options just waiting. 
          • SEO: Yes, we all want Google's love.
          • Email marketing: How can I keep them engaged?
          • Social media: We've moved beyond just a few posts and into a whole new world of options.
          • Advanced reporting: If you don't know where you are, how will you know where you are going? 
          Kristy Bonner, Vice President of Digital Services It is the time of year to be grateful ... for family and friends, health, prosperity, the good things that have come our way throughout the year and for the opportunities in the year ahead.

          We Have Much to be Grateful for ...

          Foster 40thFoster Marketing is approaching another milestone, 40 years in business. In 1980, we got our start with a staff of three as The Foster Agency in a small, 100-square-foot office in downtown Lafayette, La. Today, Foster Marketing delivers creative marketing communication solutions that work for the oil and gas, energy, industrial and business-to-business sectors worldwide. We are so grateful for all the clients and those in the industries we serve who have helped us along the way!

          Have You Seen Our New Website?

          Foster Marketing has recently unveiled its new website featuring information, ideas and guidance from your favorite Foster Marketing experts. Check out our MEET OUR TEAM pages to learn more about the expertise we have on our staff and read articles from them and about them. We are extremely grateful to have a strong and diverse team of experts to help our clients reach their goals! Check out our award-winning work while you are visiting our CREATIVE SHOWCASE! Read a few CASE STUDIES to get your creative juices flowing. And, of course, check out past FOSTERING IDEAS articles for some inspiration. Only interested in a specific area? You can now view articles and case studies By Tactic or By Our Team Member. Only looking for Public Relations information? Just click #Public Relations.

          We are Grateful for Strong Mentors

          Having on-staff leadership well-versed in industry trends and needs, as well as marketing strategy has been a great strength for Foster Marketing over the decades — to our team and to our clients.  We are especially proud of the recent recognition of our CEO and founder, George Foster. George received the University of North Texas 2019 Distinguished Alumni Award this month. A long-standing university tradition, the Distinguished Alumni Achievement Awards recognize outstanding achievement, service and support of UNT. First presented in 1965, the Distinguished Alumni Award is UNT’s oldest and most prestigious award bestowed upon alumni. It recognizes UNT alumni who have made significant contributions to our society, supported the university and served their fellow man. We are blessed with the best and are very grateful to have benefitted from George's guidance and encouragement! Check out the video of George accepting this award and send him your congrats!

          Ready for the Year Ahead?

          We are grateful for the opportunity to help our clients reach new audiences, expand their brands and advance business goals in the coming year. So, here are some lagniappe tips for 2020 ... to help you get as energized about the year ahead as we are.
          “A project without a deadline is a wish.” – CEO George Foster

          Be a Visitor at Your Own Company

          You might have heard of the concept of acting like a tourist in your own country. Well, try becoming a visitor in your own company and see what you learn. Drive up, walk in and see if you are the company you think you are. Is your signage consistent? If you say you are friendly and safety minded, are you? Have a look at your presentations, brochures and even business cards. Are they showing the correct branding and information? How many times have you been handed something that was confusing because the email address was different or the color scheme wasn't consistent? What about uniforms? Do you see branded shirts with an outdated logo or a previous company slogan? Once you stop and look, you may be surprised at what you see that needs to be added to next year's to-do list.

          How User-Friendly are You?

          We all think we are user-friendly, easy to reach (24/7) and have great customer service ... but do we? Take a look at how responsive your team is ... When we get a reply from your website that someone will reach out shortly, do they? Are spec sheets and online information accessible and easy to find? Is it clear how to apply for a job with your company or ask a question? If not, add that to your to-do list.

          Retention and Hiring Go Hand-in-Hand

          Many of our clients are focused on hiring right now, which is a good sign; however, keeping your experienced team members is equally, if not more, important. What are you doing to show your current team that they contribute to the company success and that you value them? According to PeopleKeep, every time a business replaces a salaried employee, it costs 6 to 9 months’ salary on average. For a manager making $40,000 a year, that's $20,000 to $30,000 in recruiting and training expenses. Yikes! As you budget for hiring, put some of that spend, time and energy into retention programs, too. Plan a campaign to spotlight good work within your company and tell the world on social; ask your team to get involved and share their ideas; or let them come up with a great morale booster and back it full force!

          Pick Someone's Brain

          Looking at your company from the outside can offer a unique perspective that you are normally just too close to see. Take a new hire out for coffee and ask them what they see as your company's strengths, weaknesses, etc. Call a friend in the industry and ask their impressions of your company, team or products ... You might be surprised what you discover. You could find hidden value that you should be promoting or hear the dreaded "I didn't know you do that." In both cases, you will have a few more items to add to your to-do list that could have a far-reaching impact. We wish you great success in the coming year, and are truly grateful to all who have allowed us to play a part in their success. The entire Foster Marketing team is here to help. Contact us today to expand your team and expertise with one call!

          BONUS TIP

          92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know, according to Nielsen research.

          ASK FOR TESTIMONIALS

          "Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior," according to OptinMonster, co-founded by Syed Balkhi. Plus, this is great fodder to use in presentations, social media and on your website!
          ANA Business Marketing’s Houston chapter created the Lantern Awards of Texas three decades ago for one sole purpose: to highlight top-quality creative and strategic business-to-business communications. Now, as Texas’ premiere awards event, the Lantern Awards of Texas recognizes the finest B2B work at its annual gala. Come and celebrate marketing excellence with your your fellow marketing professionals. Foster Marketing attended this year's gala in November at the Ballroom at Bayou Place in Houston. Foster Marketing was recognized for:
          • Full page or spread advertising (single) – Budget under $50,000 / Anchor USA Fingerprint Ad
          • Themed special event (internal or external) / BHGE Reciprocating Compression Global Users Conference
          • Sales package or media kit / Logan Industries Sales Kit
          • Single non-profit effort / Oilfield Helping Hands Social Media
          Thanks to all our clients who allow us to create great work for their company!
          First presented in 1965, the Distinguished Alumni Award is UNT's oldest and most prestigious award bestowed upon alumni. It recognizes UNT alumni who have made significant contributions to our society, supported the University and served their fellow man. Congratulations to 2019 Distinguished Alumni Award winner: Foster Marketing CEO George Foster! Congratulations to Foster Marketing CEO George Foster for receiving the University of North Texas 2019 Distinguished Alumni Award. A long-standing university tradition, the Distinguished Alumni Achievement Awards recognize outstanding achievement, service and support of UNT. We are blessed with the best … cheers to the newest UNT Distinguished Alumni!

          Combining Organic and Paid Social Media is the Next Step

          Kristy Bonner, VP Digital Services Social media is a must for businesses to be seen, and to reach and engage their target audiences. But, as with all things, nothing is ever free – at least for long. Social media has become a pay-to-play game, mainly because of algorithm changes by social channels and increasing competition. If you have noticed your reach and engagement stats dropping using only organic social posts, you are not alone. Many companies are in the same boat as social channels are giving preference and broader access to newsfeeds to those using paid social methods. But, all is not lost. A combined paid and organic social media marketing effort can offer wins, leads, higher engagement numbers and the capability to reach those targets you’ve previously missed.

          What We Know … But Don’t Like to Think About

          Social media channels are run by companies who want to make money – and your attention is what they are selling. Yes, that’s right, you are someone’s product and are being monetized every day. But don’t jump off the grid yet. Does this mean your privacy goes by the wayside? No, but social media channels are categorizing you or your company by using your data to lump you into buckets based on geography, job title, industry segment, age, interests and more. In theory, this is a plus for users. If you aren’t a pet owner and don’t have a baby at home, you likely won’t be served up content about dog food and formula; however, it is a fact that your personal interests and other data are being leveraged so social media companies can make a profit.

          Changing Algorithms

          You build a social following, post some snazzy content and that’s it, right? Not anymore. According to reports on Facebook’s algorithm changes, only about 6% of your fans will see your post without using paid advertising. This clearly explains why reach and engagement numbers on many business pages are down. By clicking the boost button on Facebook and spending a few bucks, you can knock out some of Facebook’s restrictions to reach more of your target audience. And, to be fair, Facebook isn’t the only one doing this – they all are. So, social media spends should be a line item in your marketing budget.

          Can’t I Just Walk Away?

          There are those who just don’t want to pay for attention on social media or don’t believe in the value of social media at all. One U.K. cosmetics company actually announced that it was calling it quits: Lush U.K. Quits Social Media Because It's 'Tired of Fighting With Algorithms'.
          FACT: According to a Smart Insights 2019 report, there are 4.388 billion Internet users worldwide and 3.484 billion social media users.
          Social media users are on the rise. No matter what market you are in, can you afford to ignore nearly 3.5 billion potential buyers? Making the decision to ignore or leave social media is pretty much burying your head in the sand and hoping it will go away. It won’t work! And, your competitors will continue attracting your potential buyers. See how joining the party late has impacted big brands like Irish Spring.

          You Still Have to Earn Your Followers’ Love

          You can’t just buy your audiences’ affection, even if you spend a ton each month on social media advertising. Quality content is more important than ever. What budgeting for social media spends can do is help you reach more of your target audience (shed some of the algorithm restrictions), and reach new audiences and super target audiences (LinkedIn is great for this). Paid social spends also offer some unique format options, whether LinkedIn InMails or a Facebook video ad is the way you want to go.
          TIP: Based on B2B Content Marketing Trends, the top channels for B2B companies to jump into paid social efforts are: LinkedIn, Twitter and YouTube.

          How Do I Start?

          The first step in jumping into paid social is deciding what you’d like to accomplish: Get leads, build awareness, drive traffic to your site, etc. With this in mind, you can select the right social channel for your social spend. Next, be very clear on who you want to reach (engineers, oil and gas C-suite, people within 50 miles of Houston, etc.) and set a time period for your campaign and a budget. Then, create the perfect content to share with this audience that fits your goal of building awareness, getting leads, driving traffic to your site, etc. And, you’re off! Monitor and adjust as needed once you get a better feel for what is working for your specific target, subject and call to action. How Much of a Win? Your spend and results highly depend on your target market, goal and content/offer; however, here are a few examples from oil and gas companies:

          Facebook Wins

          Organic Post Paid Post - $25 Spend Paid Video Post - $100 Spend

          LinkedIn Wins

          Organic Social Post Paid Post - $150 Total Budget The biggest wins we are hearing from our clients is their ability to target by geography, company names and job titles. Our advice for the oil and gas segment is to jump in and test the waters. The team at Foster Marketing is here to help get you started to ensure you are maximizing your spend, creating great content and accurately defining your target audience. Contact us today to discuss taking your social media efforts to a new level.
          Megan Schreckenbach, Vice President of Account Services If your news feed looks like mine, today’s “suggested article or content” is accompanied by the buzz words, #worklifebalance and touts some article honing in on productivity, organization or some other “how-to” breakdown that will undoubtedly show me how to “do it all!”  It’s like Facebook is watching me or something! But, let’s face it, as professionals and as parents, we are being pulled in countless different directions on any given day, and we live in a world where a saturated, color-coded Outlook calendar is worn like a badge of honor (do we really need to have a meeting about the meeting we just had?). At the risk of sounding like the stereotypical #workingmom, perhaps a refresher on effective project management could be in order? The tactics hold up across the board and the skills can exponentially increase your productivity and organization in your personal life and obviously in your professional career.

          Create a Plan

          We’ve all been there … sitting at the bottom of the mountain of a new project that you’ve just been assigned. Any other procrastinators out there? I don’t typically admit it, but getting started is the most intimidating part for me. Let’s just put the big overwhelming thing I don’t want to start nicely to the side. Hey, sometimes life is just better that way … until it’s not. We all know it’s a weight being carried around, subconsciously bringing you down, until you STOP and get STARTED. Just do the thing! It’s like when you were in school and you had to make an outline for a term paper. With that outline developed, your road map is now in front of you and the mountain now looks much more like a molehill. Seeing that there is a path and a set of logical steps, whether faced with a big hairy project at work or at home, is the solution. Living in denial (although at the moment seems much easier) is harder in the long run. Just get started … the clouds open up, the sun shines brighter and you are probably a more pleasant colleague when you have a plan.

          Manage Expectations

          “You must establish expectations and follow through,” said every parenting book ever written (harder than it sounds, let’s be honest). My daughter knows that when I start counting, ONE (after she responds with “No!” after I calmly ask her to put her clothes away); TWO (when she smirks after I politely repeat the request); that when we reach the dreaded, you’ve done it now, there’s no turning back – THREE!, that there is a consequence. The parent has to be the enforcer, and at times the project manager may have to act as the disciplinarian, keeping your team and project on task and on schedule. The only way this holds up is by setting clear objectives, milestones and expectations in the beginning and refining along the way as necessary. To be unclear is to be unkind, and clearly communicating what is expected is the best way to get the results you want (or in the case of a toddler, about 50% of the time). At the end of the day you can’t exactly bribe your team members with ice cream or a new toy … or can you? Perhaps an adult size “sticker chart” will take performance up a notch.

          Designate Priorities and Stay on Task: Organization Makes Life Go Mostly Round

          If it's not on your calendar, it doesn't exist. That saturated, color-coded calendar I alluded to earlier, well, it could be your downfall, or it could be the tool that allows you to rise to the top of your game! In my line of work, the atmosphere can be chaotic at times, some days living in a perpetual state of distraction (who are we kidding, that’s how we pretty much all exist). You know those days where you reach the end and have nothing to show for it? The WORST! In fact, one study showed it takes about 25 minutes to get back into the swing of things after you’ve been interrupted. Michael Gass, business development consultant, shared, “One of our biggest challenges is knowing what to work on each day. It’s also the key to lessening the distractions and increasing our productivity. So, the use of your calendar needs to be a priority. I recommend setting a regular time to do your scheduling. Spend an hour to plan and calendar your entire work week. That’s not a lot of time when you understand how much an hour of planning makes your time so much more focused and productive.” The recommended practice of listing the top two or three things that need to get done today and not working on anything else until those items are completed is one that keeps being put in front of me. Perhaps the universe is telling me something. I don’t know about you, but let’s admit just how hard that can be - both at the office and outside of the office. Everyone is ultimately in the business of service, and we NEED to answer every email immediately so we can check that box, clear that inbox, answer that text, and appear “on top of it,” to our clients and peers ... but are you? You may have a clean inbox, but did you check off the 2 or 3 things that REALLY needed to get done today? Stephen Covey’s, The 7 Habits of Highly Effective People, lists this as one of the habits. Take care of your big rocks, your most impactful, important things, first!

          “Don’t focus on being busy; focus on being productive. Allow what matters most to drive your day.”

          – Gary Keller


          Sure, we have to be able to adapt (lesson #1 when you become a parent) or you simply won’t survive or at least won’t be everyone’s favorite project manager, that’s for sure. Things come up, things happen, and re-evaluation is necessary to ensure the best outcome, and a certain amount of flexibility is important to inspire creativity.

          Delegate Results, Not Tasks

          Kids are relentless negotiators and at times (when I’m not at peak performance) pretty darn skilled. By the time it’s all said and done, I wonder if the 4-year-old’s way just might have been better. As a project manager and organizational leader, try tweaking the way you think about delegating. Delegate results, not tasks. I love this shift in mindset because the potential long-term benefits are huge. Your team member might have a better tactical approach to get to the desired result. You hopefully hired competent employees; let them have ownership. This lesson in empowerment stands to grow the skill set and confidence of your team members and ultimately create a natural path of growth for the organization as a whole. Delegate results, not tasks.

          Servant Leadership

          My kid mimics me, her teachers, princess Elsa, and that annoying kid from school … it’s unavoidable, but when I see those mirror neurons in action, it’s no doubt apparent that kids pick up on everything … no pressure! Children look to parents for examples of how they are to walk through the world, and it’s the same for your team members. They are going to be looking to project managers to set the tone for their organization. The goal should be to engage in servant leadership and understand that you are a role model and absolutely have the power to set the tone and establish the standard … again, no pressure!

          Final Tip

          If you ever need a boost … for essentially ANYTHING, spend some time with author and motivational speaker Rachel Hollis and you’ll hopefully leave feeling like you can take on the world and then some. She remarks “that we all get the same amount of time. Not the same circumstances or the same level of assistance, but we all get the same 1,440 minutes every single day. The difference between your life, or mine, or Beyonce’s is defined by what we choose to do with those minutes we’re allotted.” Truthfully, life is one giant project, you gotta manage it!   Another great way to effectively manage that big project is to ask for help. The team at Foster Marketing is always ready to step in and lighten your load. Contact us today!
          Tiffany Whittall Harris will always be remembered as the Ragin' Cajun who had a day unlike any softball player in history, a day that has yet to be surpassed nearly 25 years later. On April 15, 1995, Harris pummeled Samford pitchers for two grand slam home runs, 11 runs batted in and 13 total bases – IN ONE INNING – as USL rolled to a 29-0 victory. It was pretty unbeliaveble, actually,” Harris said. “It all happened to quickly. People have to remember that, for me to be able to do that, eight other people had to do their jobs, twice, getting on base, for me to have a chance.” The moment remains frozen in time, unlike the inning. READ THE FULL ARTICLE
          LAFAYETTE - The Lafayette Chapter of the American Association of Drilling Engineers (AADE) has announced its 2019-2020 board and committee members. The 2019-2020 elected officers for the AADE Lafayette Chapter are Jude Boudreaux, president, Offshore Energy Services, Inc.; Bryan Leger, first vice president, Premium Oilfield Services; Jordan Woods, second vice president, Sierra-Hamilton Engineering, Inc.; Sharon Moore, treasurer, Halliburton Energy Services, Inc; and Scott Boudreaux, secretary, Intracoastal Liquid Mud, Inc. “Our group of officers and committee members are committed to delivering value to the AADE Lafayette Chapter membership with informative speakers at our monthly meetings and more during the 2019-2020 session and beyond,” said Jude Boudreaux, AADE Lafayette Chapter president. “If you haven’t attended an AADE general meeting recently, you are missing out on discussions of important trends in the oil and gas industry.” Industry representatives from oil and gas companies serve as members of the AADE board, volunteering their time and talent to support continuing education on drilling and related topics for both professional and student section members. The 2019-2020 steering committee tasked with guiding the organization’s efforts includes: Al Wambsgans, steering committee chairman, DC International; Bruce Jordan, Stokes & Spiehler; Alden Sonnier, FDF Energy Services; Rick Farmer, Beacon Offshore Energy; Rick Voth, Blackhawk Specialty Tools; Jeffery Svendson, Advanced Logistics, LLC; and Kristy Bonner, Foster Marketing. READ THE FULL ARTICLE
          Featured in CoatingsPro Magazine, January 2018 It takes more than one ingredient to create a truly delicious dish. It's often the combination of flavors and textures that give a receipt its impact. Such is the case in marketing, whether you are providing offshore inspection services or installing a specialized coating for the manufacturing industry.  
          By Anna Scordos-Brooke and Beau Robinson, PR Experts Writing is not just an activity, it’s an art. However, for most people, it can be a challenging art to master. At Foster Marketing, we take your successfully completed groundbreaking project, innovative new technology or strategic new hire and effectively communicate the news to the global oil and gas industry. However, an article doesn’t write itself. Once we have our hands on all the relevant information, actually writing compelling text requires self-discipline and an acute ability to separate important vs. frivolous details. This takes time, thought and above all, experience. Here are a few secrets, accumulated from years of experience that can help craft a dull, unorganized and uninformative piece into a valuable technical industry resource. Following are basics to improve your writing!

          Pre-planning

          The foundations for writing a good article are laid before you even open a Word document. Know Your Audience: First you need to make sure you know "what" you are writing about, "who" you are writing for and "why." For your target audience to engage with your message, you must keep them in mind while writing every single word. Never forget "why" you wanted to communicate with them in the first place. Gather the Information: Before you write, make sure you have all of the relevant information you need. This will prevent you from having to go back and forth to gather more. It’s okay to have blanks to fill in at a later date, but make sure all of the key ideas are in place, ready to build upon. One thing you do not want to lose when you start writing is your "creative flow." Create an Outline: Creating an outline is the best way to organize your ideas, including the main idea, subtitles and the body of your article. By creating an outline, you can have the foundation of your article finished before you begin the hard work of putting the words into sentences and the sentences into paragraphs.

          Less is More …

          … Especially when you have a word count to adhere to. It is important to eliminate any ideas or unnecessary words that do not add value to the article. Don’t force your readers to sift through a sea of words to find the important information – your main points should stand out. Vary Sentence Structure: Paragraphs that do not flow well are hard to read. Vary your sentence structure with a variety of simple and complex sentences, so the text does not end up feeling too heavy or too light in tone. Make it Visually Appealing: We are hard-wired to see text as shapes. Make sure that your paragraphs are visually appealing. Break up that super long paragraph into two smaller ones and people will be more inclined to continue reading without feeling like they need to stop to take a nap.

          Proofing

          Don’t Overlook the Large Text: Headlines and subheads are the largest text on the page, but easily overlooked from a proofing standpoint. Give them the attention they call for! Read the Copy in Random Chunks: Reading the copy in a variety of disordered chunks stops you from getting lost in the content and helps you guard against the mistake of reading what you expect to see. Look Out for Then, Than and That: Your spell-check sometimes doesn’t catch these. Misplaced but otherwise correctly spelled words have become one of the most frequent grammatical mistakes in typed documents.

          The Bigger Picture Avoid the Sales Pitch: An article represents your company and provides the opportunity to showcase the voice or personality of your company. Avoid writing articles with very little flair for language or an article containing "fluff." Your article shouldn’t be a disguised form of advertising, instead, it should be a useful technical resource. Any story for external communication must have an interesting and relevant point to make, and must have significant value to offer to the industry. Demonstrate Thought Leadership: The article must demonstrate the thought and intelligence of the company, and also stimulate the reader. You’ve probably heard the term “food for thought.” It should leave the reader thinking about the applications of the new technology for their particular company. A great article is created as a response to real needs, issues and developments in today’s oil and gas industry. We encourage clients to promote their most recent project work and to discuss current and future technical developments and their reasons behind pursuing them. Make It Readable: Any writing should have a narrative that holds everything together and makes it readable. If you consider the vast amounts of media that are fighting for a reader’s attention, it is important for your article to be clear, concise and easy to read. When writer’s block strikes, or if you just don’t have the time, contact our experts at Foster Marketing for your article writing needs! Call us today 337-235-1848 to set up a meeting with our experts!

          Orbital Gas took the opportunity to capture a few videos with its experts at an industry event. From the show floor, three experts shared insights about integration, industry trends and its GasPT and VE technologies. These segments captured more than 500 views. Reach on social media was in the thousands and offered an uptick in engagements including comments, clicks and shares. 

          Global Compressor is your single source for natural gas compressor parts. With over 25 years of expertise, Global Compressor offers the best quality replacement parts and service for most major brands of natural gas compressors.

          The company was interested in creating a video that captured the nature of who they are as a business.

          Foster Marketing met Global Compressor’s needs and vision by organizing the creation of a promotional video. With outstanding videography, editing and content, the video was brought to life and posted on its new website and social media channels offering an engaging way to provide company information.

          Variable Bore Rams, Inc. was formed more than 30 years ago with the vision of being the world’s leading OEM blowout preventer ram provider. It has a complete line of variable bore, fixed bore, dual, casing and shear rams ready to ship.

          VBR was interested in investing in digital advertising to expand their clientele and promote their company.

          As a solution, we put our creative professionals to work to design an assortment of digital ads that were placed in targeted industry publications to get the right eyeballs on VBR and its key messaging and increase website traffics and requests for information on upcoming ram rentals.

            

            

            

          Orbital is innovating gas solutions for focused accuracy. Its vision is to be the global leader in gas solutions to the energy, power and processing sector. To ensure their vision comes to life, appropriate advertising is needed in order to promote the company and its services and products.

          Foster Marketing provides a solution by putting together both digital and print ads for Orbital. The result has been steady growth in awareness of Orbital's offering, increased web traffic, as well as foot traffic at the industry events where they exhibit.

              

              

          C-Innovation (C-I) is an integrated marine services company specializing in advanced subsea solutions. Its goal was to showcase its global product and service offerings as well as highlight additional offerings.

          The solution was to integrate C-Innovation’s brand messaging into the project experience through a collateral package that consisted of a pocket brochure and product inserts.

          This presented an opportunity to allow customers to travel through the complete storyline of C-Innovation and its offerings, while setting them apart from competitors.

            

            

            

          Wild Well is the world’s leading provider of onshore and offshore well control emergency response, pressure control, relief well planning, engineering, environmental, and training services.

          The company’s objective was to further build its relationship with the media, as well as increasing future opportunities for article features.

          Foster Marketing provided a solution through their public relations efforts, which included a media advisory, a press release, in-booth interviews at a trade show and media tracking.

          With combined efforts between our public relations services and follow ups, Wild Well received coverage and opportunities from major industry publications, including The American Oil & Gas Reporter, Drilling Contractor and the North American Shale. The press release resulted in 12 internet mentions and 3 print mentions.

            

          Media Event Coordination
          Media Event Coordination

          Borets is a global leader in artificial lift systems engineering, manufacturing, sales and servicing. Its key product lines are pumping systems designed to boost formation pressure.

          As OTC approached, Borets’ objective was to have a booth that integrated a sophisticated look that was new for the company.

          While respecting the budget, everything from banners, to booth layout, to shipping, handling and more was organized by our team.

          Borets’ vision of their trade show booth was successfully brought to life thanks to our hard-working professionals.

              

          Cortec Corporation provides world class corrosion solutions for industries across the globe. It delivers cost-effective, user-friendly integrated solutions for corrosion problems in multiple industries.

          When OTC comes around, Cortec knows it will be taken care of by our team of professionals for any of their trade show booth needs.

          While respecting budgets, we manage to bring Cortec’s vision to life every year by organizing preparation of booths, signs, banners, shipping, stands, presentations and more. Booth set up time is minimal and highly organized, bringing the best trade show experiences to clients.

          Gibson Products is a specialty pipe fittings manufacturer serving companies in refining, petrochemical, energy, fertilizer, and more worldwide. Known for its work with metal alloys, the goal was to create a custom USB out of an alloy that would represent Gibson Products, promoting their brand and product-- internally and externally.

          A custom USB was the best solution to deliver all messages digitally, such as interactive catalogs, collateral materials and interactive PDFs. USBs are given out at sales presentations, events and trade shows and act as an identical representation of an engineered product that Gibson Products would manufacture.

              

              

          A leader in natural gas processing and treating, BCCK Holdings helps gas producers generate revenue from previously by-passed or contaminated reserves by providing efficient and optimized gas processing solutions.

          BCCK’s objective for its new website was to combine its multiple companies, BCCK Engineering, NGF Construction and NG Resources, as well as showcase its expertise in areas such as nitrogen rejection, EPC projects and cryo plant construction.

          BCCK's new website creates a clear path for viewers to find information and see the wealth project experience that the BCCK family of companies delivers, resulting in increased web traffic.

            

          Orbital is innovating gas solutions for focused accuracy. Its vision is to be the global leader in gas solutions to the energy, power and processing sector.

          The objective for its new website was to create a mobile friendly, easily navigated and informative site that integrate Orbital Gas Systems (US) and Orbital Gas Solutions (UK), into a single website with a navigated storyline.

          The solution lay in the development of the new brand messaging, iconography and product imagery mixed with in-depth technical articles and case studies.

          The site was accomplished on time within a 3-month launch date. The integration of an SEO program along with high-impact social media has allowed us to achieve a month-to-month increase in our measurable results.

          The first eight months after launch, www.orbitalgas.com had 13,000 sessions from 9,700 unique users, with more than 34,000 page views, 2.65 pages per session and session duration of 2:07 minutes.  Of those unique sessions 37% were from the UK and 34% were from the US – confirming a single global site was reaching our primary target markets.  46% of the users reached Orbital via organic search, 44% direct and 10% by referral –601 specifically from social posts.  The top three pages were: 1) home followed by 2) product solutions and 3) contact us, which shows a direct path to inquiry or sale.

           

          Oilfield Helping Hands is a nonprofit organization that helps oilfield families with financial assistance in times of crisis. OHH is dedicated to raising funds to provide assistance for those in need.

          As a nonprofit that relies on their fun events for funding, it is of utmost importance that OHH is active on social media platforms for adequate promotion and awareness.

          Foster Marketing meets OHH’s needs by providing effective social media plans and campaigns for its media profiles The team puts together content and visuals, generally 2-3 posts per week for each platform.

          Additionally it allows us to consistently keep OHH updated on follower demographics, efficiency of boosted posts, reach, engagement and impressions. The information is beneficial in order to track success

          Gibson Products is a specialty pipe fittings manufacturer serving companies in refining, petrochemical, energy, fertilizer, and more worldwide, known for its work with metal alloys.

          The objective for its new website was to create a mobile friendly, easily navigated and informative site that was an overall new and sophisticated look for Gibson.

          The solution lay in ……

          The site accomplished…...

           

          Wild Well is the world’s leading provider of onshore and offshore well control emergency response, pressure control, relief well planning, engineering, environmental, and training services.

          The company’s objective for the new www.wildwell.com site was to create a mobile-friendly, easily navigated and informational site that enhanced the ease of online booking for training and course certifications.

          The solution was in the development of the new bold look, simplified site flow and amazing product imagery mixed with the in-depth technical articles, project experience, and more. This resulted into 81% of website visitors being first time visitors.

           

          The campaign achieved the intended goal of each initiative of the integrated marketing effort as a consistent brand message, custom iconography, color scheme, style and benefit-driven copy were used to present Orbital’s overlying message as a leading gas measurement solutions provider to the gas, petrochemical and environmental/emissions industries.  Each of the design elements were unique to Orbital and corresponded with the products and applications, creating a unique look from its competitors.

          Website: The first eight months after launch, www.orbitalgas.com had 13,000 sessions from 9,700 unique users, with more than 34,000 page views, 2.65 pages per session and session duration of 2:07 minutes.  Of those unique sessions 37% were from the UK and 34% were from the US –confirming a single global site was reaching our primary target markets.  46% of the users reached Orbital via organic search, 44% direct and 10% by referral –601 specifically from social posts.  The top three pages were: 1) home followed by 2) product solutions and 3) contact us, which shows a direct path to inquiry or sale.

          Ads/Landing Pages: Four print ads ran a combined eight times. Orbital had a total of 96 direct landing page visits. In addition to the direct landing page views, the users continued on to the website to view an average of 3.44 pages with three-minute sessions.

          Social: New social channels were setup in January 2017 for LinkedIn, Facebook, YouTube and Twitter and to date Orbital has had 3,911 YouTube views, 157 Facebook followers, 181 Twitter followers and 1,235 LinkedIn followers.

          Public Relations: In the first year of our campaign, Orbital has garnered more than $1.1 million in free space as a result of 12 news releases, five technical articles and four technology transfers with editors.

           

          Offshore Technical Compliance is a registered professional engineering firm focused on providing a complete spectrum of industry leading offshore oil and gas compliance services. Its intended goal was to launch its new product, Greenlight, into the marketplace.

          The best fitted solution was an integrated marketing communications program approach that consisted of a strategic 10-month plan. The plan included a lunch-and-learn technology transfer with industry publications, and an educational approach on social media.

          This resulted in a successful promotion process for its new product, including a cover article in January’s World Oil magazine.

          By Kristy Bonner, VP Digital Services Those of us in oil and gas marketing communications often refer to creative when talking about graphic design, copywriting or overall strategic thinking; however, everyone in business could benefit from a healthy dose of creativity. Dictionary.com defines creativity as “the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations.” Of course, the real power of creativity in business is innovation, defined as “something new or different introduced.” So, how do we move from our day-to-day to-do lists to a place where creative innovation can mean results for our business? Innovation

          Stimulating Innovation

          This is a much-researched and discussed topic with many trying to harness the power to spark creativity and innovation - from universities studying the brains of test subjects in EEG labs across the globe to workplaces trying to emulate Google by creating breakout zones and gaming areas. A Time Special Edition titled “The Science of Creativity” is well worth the read for those trying to tap into a place of innovation. New product development, creating better customer experiences, motivating your team to not just think outside the box but to throw it out completely all have the power to set a company apart from market competitors, as well as keep your best team members engaged and devoted to your company instead of looking for greener pastures. … All of which have the potential for a direct bottom-line impact for your business! Yes, creativity and ROI go hand-in-hand!

          Sparking Creativity

          Is it necessary to create creative spaces like Google and Facebook to get your team motivated? Good for you if you do; however, here are a few ideas that don’t require that kind of time and expense to kick start creativity in your business.
          1. Encourage time to ponder: I once heard our CEO George Foster say that when he spends time thinking instead of just checking email, he is actually doing more to build the business because this is how ideation happens. By allowing yourself and your team time to ponder solutions and potential outcomes, you are encouraging inspiration and innovation. Stepping away from the problem at hand and just doing something else for a bit can also strike up a creative solution.
          2. Don’t discount dreams: Science says it is important to be well-rested for your overall health but many of us have had an ah-ha moment and found the answer to a problem we’d been working on for days seemingly out of a dream. Your brain is a complex organ that is always working through issues so go with it. Keep a notepad by your bed for when inspiration strikes!
          3. Encourage what works: Our President Tiffany Harris once walked by my office shortly after I joined the Foster team and caught me on the floor with sketches, post-its and copious notes surrounding me. Maybe an odd workplace site; however, her only response was: “What are you working on? A plan for a client. Great!” We all find our creative sweet spot differently. As an employer or manager, it is important to go with the crazy at times to get out of the way of innovation and ensure your team feels they have the space they need to create and innovate.
          4. Find your best time: Foster Marketing truly is 24/7 … because we have team members who are early-morning movers and shakers and some of us who burn the midnight oil of inspiration. And, we make it work for us and our clients. As a child, I saw this at work first hand. Growing up with a father who was an engineer who worked in R&D, I’d often wake to see legal pads full of notes, formulas and schematics on the breakfast table from his late-night brainstorming. His efforts netted results in automation and well-monitoring technologies. Find your inspired time and see what gains you can see in your job, for your clients and for your company.
          5. Collaborate: Two heads are better than one – and even more is better! At Foster, we hold Ignite Innovation sessions to brainstorm ideas for clients and invite our entire team to participate. Collaboration offers multiple perspectives – essential for tackling most business problems – and can offer fresh insights by including those not bogged down by the day-to-day details. Plus, as we say, when you work with Foster, you don’t get just one of us; you get our entire team of experts!
          6. Get inspired: I have long kept a “swipe file” full of articles, notes on something I’ve seen, clippings from magazines and books and post-it notes with something someone said that caught my attention. The act of noting and filing these items is often all that is needed to get inspiration flowing but looking back through an idea file is also a good way to kick start creativity if you feel stuck.
           

          What gets you inspired? Share your thoughts with us. We love to hear stories of innovative oil and gas technologies that started on a napkin.


          For creative marketing strategies and tactics, the Foster Marketing team is here to help. Looking beyond your internal team also can be a beneficial method of kick starting creativity at your company. Call us today to set up a meeting with our experts!

          Get ’Em Engaging

          Ideas for Engaging and Building Followers on Social Media

          At Foster Marketing, we often say, “You don’t get just one of us, you get all of us.” To that end, our team frequently hosts brainstorming and innovation sessions to generate ideas for our clients and address specific areas where we can improve results. A group of six Foster Marketing digital team members from our Houston, Lafayette and UK teams and three all-star summer interns recently gathered for a Brown Bag Digital Brainstorming Session focusing on social media, engagement and building followers. Here are some tips from our group that you could put into action to see immediate and lasting social media gains.

          JOIN THE DISCUSSION

          In the spirit of engagement, we invite you to add your ideas to our list by email or by posting a comment on one of our social channels such as Facebook or LinkedIn to keep the ideas coming.

          STAY INVOLVED

          Responding and responding quickly to social media comments and private messages is a powerful way to amp up your engagement. Remember, you are building a relationship – even if it is online. Say “thank you” for a positive comment. Manners still matter.

          GIVE THEM SOMETHING TO DO

          We’ve all at one time or another fallen down an online rabbit hole only to emerge and wonder where the last 30 minutes went. If you give social viewers something to do, you are more likely to keep their attendance beyond a passing glance. It could be a test-your-knowledge post, an interactive tool to play with or something more fun that welcomes them to play along.

          SURVEY SAYS

          Want to maintain and continue to build your relationship with your clients? Boost your social engagements by asking questions using the “poll” feature on Twitter. Then, interact with followers’ answers and opinions to stimulate a discussion.

          MULTIPLE VOICES

          Social media is about people; multiple people engaging and interacting online. Getting your staff involved beyond your key marketing team has potential for amping up your engagement level. It offers more voices and perspectives to attract multiple social followers – your experts, the faces people see at industry events, those who have institutional knowledge of your organization and your team members who are out promoting your company name and giving back to your communities, just to name a few.

          BONUS TIP

          Making it easier for your staff to get involved can reap rewards. Set up an email box where they can easily submit images, video and ideas. Use your online web forms and CRM to turn customer questions into Q&As for your social followers. Video the next time they are giving customers a facility tour or while a loadout is happening. The more you grab videos and photos in the moment, the more your team will get used to it … and start doing it themselves.

          MAKE IT A GAME

          Contests and giveaways often get a bad rap online or seem unfocused or spammy but if you target your specific audience and manage it correctly, you can make these useful ways to increase engagement. The main key is creating a plan that speaks to your specific audience so you are attracting the right kind of attention for your brand. A tie-in with an energy industry event is one possible way to hone your target.

          DON’T BE AFRAID TO GO LIVE

          OK, so the idea of a live stream is still a bit scary for some of us in the oil and gas industry. Take your cue from the fearless Millennials and jump in. Social video is here and a tool you are missing out on if you are still avoiding it like the common cold. Live stream from an event using Facebook or Twitter. And look for LinkedIn to offer this option soon. Also, you can host a live event without video concerns. Consider promoting an online Q&A from 3 p.m. to 4 p.m. on a Thursday on a specific topic such as a new product release or a new regulation impacting your specific industry segment.

          LIGHTS, CAMERA, ACTION!

          In addition to “live video,” all social videos have merit when leveraged correctly. Create an ongoing feed of expert videos or product demo videos on YouTube and tag it to a landing page on your website (good for SEO, too)! Give them a tour of your facility, share a thought on an industry trend from the trade show floor, use a time-lapse video to show project progress …just jump in and see what works!

          BE A STORYTELLER

          Stories are something you will continue to hear more of across social media channels. Currently, many are using Facebook to post online stories of who they are as a company, what is happening in their specific industry segment or region, reacting to changing regulations and much more. This allows you to engage in a bit longer format than your typical quick-hit post and photo and bring more meaning and context to your social feed.

          START A DIALOGUE ONLINE

          Using features such as Instagram’s “Ask a question” option, you can seed a conversation and engage to keep it going online. Everyone has an opinion and most want to share it.

          A PICTURE IS STILL WORTH A THOUSAND WORDS

          Make sure all of your team members are out snapping photos with their phones for potential use on social — whether at a job site, at an industry event or a great photo op of the Midland sky. Your social team can always vet them later but unless you have something to work with, you are missing a key opportunity. This also opens the potential of photo galleries, which can gain a lot of clicks from your social followers, as well as tags and likes!

          BE INFORMATIVE

          Some companies are still unsure on the value of social media in light of personal posts and photos that are daily in your inbox. Don’t miss this opportunity by confusing how individuals versus companies can leverage social media. Sharing useful information, using product demos, expert videos and CAD click-through images have value to allow you to reach a broader audience beyond what you can do with one-on-one meetings.

          BE PERSONAL

          Social media is about communicating with people – for companies, business people. You can still successfully add some humor to your posts to connect with your viewers in a manner that doesn’t harm your brand. Using direct messaging options also is a way to continue a more personal conversation when the specifics are not relevant to your general audience.

          TIMING IS EVERYTHING!

          You have to take into consideration where your audience is. If they are in the UK, you need to post at an appropriate time. If you are targeting an event, post with this timeline in mind. There are numerous social scheduling options and tools to allow your post to appear to a North Sea audience while you are tucked in your bed. Also, creating content for specific themed days could be a way to get viewers coming back weekly such as #TriviaTuesday or a #FunFactFriday.

          USE YOUR STOREFRONT

          Your dentist, favorite restaurant and almost every consumer business is promoting their social media channels offline; why can’t you? Trade shows and events offer a great way to create a storefront experience and move offline visitors into the online social conversation.

          GOALS ARE GOLDEN

          For your internal team, set clear goals on what you want to do – more followers, increased engagement, etc. When creating content, ask, “How will this aid my goal?” If it isn’t in line with your goal, it is likely not the best use of your time.

          GO FULL CIRCLE

          Create a way to engage with users on social pre-event, during the event and after an event. If someone on your team is presenting at an industry event, this is a great opportunity: Promote on social pre-event with something like, “Mr. Smith is speaking on this important topic in 30 minutes at OTC”; encourage live Tweets such as “Mr. Smith at OTC just noted that 4 of every 5 projects is lacking this one thing – Great point!”; and engage after the event with “Thank you for attending”, “Thanks for the comments on Twitter” and “See highlights from the presentation on LinkedIn” or “Have a question you didn’t ask, ask it on Instagram now.” We get it, social media can seem like a never-ending chore; however, applying a few of these tips into your planning can help reinvigorate your efforts when you start seeing positive results. The team at Foster Marketing is here to help. Our full-service and strategic perspective on marketing and the energy sector is a great resource to our clients who are ready to amp up their social media and broader digital efforts
          A great deal of time, energy and money are spent on creating memorable brands that add value to company marketing strategies. Lots of money. However, if a company doesn’t live up to its brand, that brand, as one person said, “is dead on arrival.” First, what is a brand? It’s more than an image (logo) and message (slogan). You build a brand platform which puts authenticity and meaning into the very core of your brand. Second, the elements of a brand platform – brand purpose, promise, values and more – inform and define a company’s soul, behavior and actions. In other words, they define its culture. A disconnect occurs when what others see (marketing materials) and experience (culture) don’t match.  

          When Just OK is Not Okay

          This hit home to me when watching my latest favorite commercials, the “When Just OK, is not okay” campaign for AT&T Wireless. I loved the AT&T “Surgeon” commercial (AT&T Surgeon Ad) and close behind was the “Tattoo Parlor” creative effort (AT&T Tattoo Parlor Ad). But after trying to get AT&T internet service at one of our homes I wasn’t feeling like “stay in your lane, bruh.” First, I scheduled the internet install by phone but when the technician arrived, he said he couldn’t install my internet service because there were problems with the box and connection outside. More than three months later, with my lawn torn apart, they fixed the outside connection. Second, to finally get connected, I called customer service and was routed from folks in the Far East to who knows where and eventually disconnected. Exasperated, I went online for help and discovered I could put together my own bundle and schedule an appointment for installation. I did. Again, I drove an hour to meet the technician for final installation but no technician showed. I called AT&T and they showed that I didn’t have an appointment scheduled. Bummer. Finally, the third time was the charm and I drove an hour, met the technician and had high speed internet at our bay house. I’m sure many of you can relate to this whether with AT&T or another service provider, but with AT&T I hit the daily double. AT&T has acquired DIRECTV and they took their “Just OK” campaign to its cable provider. DIRECTV’s new campaign “Don’t Just Kinda TV, DIRECTV” is similar (DIRECTV Therapy Sessions Ad). Again, I wish I could believe the brand. As a longtime DIRECTV subscriber, I tried to have DIRECTV installed at one of our houses. After AT&T acquired DIRECTV, they incorporated a whole new list of regulations for installers – no more dish roof mounts or you can’t install the dish more than seven shingles on the roof, must run the wire around the outside of the house, etc. Previously, DIRECTV technicians could install the dish anywhere the client requested where you could receive a great signal. That’s service without being obtrusive. Now, you are saddled with a dish install that may not be aesthetically pleasing. Is that living the brand?  

          What Happens on Your iPhone Stays on Your iPhone

          Apple has just developed a new series of ads with the theme “Privacy. That’s iPhone.” However, a recent article in the Washington Post by technology columnist Geoffrey Fowler found that 5,400 hidden app trackers guzzled his data—in a single week. As he asks, “It’s the middle of the night. Do you know who your iPhone is talking to?” He writes, “Mine has been alarmingly busy. Even though the screen is off and I’m snoring, apps are beaming out lots of information about me to companies I’ve never heard of. Your iPhone probably is doing the same — and Apple could be doing more to stop it. “On a recent Monday night, a dozen marketing companies, research firms and other personal data guzzlers got reports from my iPhone. At 11:43 p.m., a company called Amplitude learned my phone number, email and exact location. At 3:58 a.m., another called Appboy got a digital fingerprint of my phone. At 6:25 a.m., a tracker called Demdex received a way to identify my phone and sent back a list of other trackers to pair up with. “And all night long, there was some startling behavior by a household name: Yelp. It was receiving a message that included my IP address— once every five minutes. “You might assume you can count on Apple to sweat all the privacy details. After all, it touted it in a recent ad (Privacy. That’s iPhone.) My investigation suggests otherwise.”  

          Hopefully, We’re Living the Brand

          I could go on about his investigation (it’s well, well worth the read: It’s the middle of the night do you know whom your iPhone is talking to?) but this is a brand article not one on Apple’s technology (or lack of). We work hard at Foster Marketing on living our brand but we aren’t always perfect. So, if you think you’re not getting a firm that’s “Full of Energy”, pep us up and let us know. If you’re looking for someone to build your brand, Foster Marketing is the firm to call. And, we’ll help you live it. >> Contact Foster Marketing today.
          This year’s Offshore Technology Conference – OTC’s 50th Anniversary – is almost here: May 6-9, 2019, in Houston! Whether that statement makes you nervously triple-check your to-do list, excitedly review your calendar of invites or write a reminder to buy comfortable shoes, having a plan of attack is important for such a key oil and gas industry event. Our experts have shared a few last-minute tips from their personal experiences to help you maximize your time and effort at this year’s #OTC50 event.

          How will you make the most of OTC?

          See what a few of our team members said … you likely will be playing similar roles while at the show.

          A MAN ON A MISSION George Foster, CEO

          George Foster

          I have three objectives when attending OTC: first is to make sure our clients are well taken care of; second, to better learn about our clients’ business and gather information on their competitors; and, finally to develop relationships with prospects.    

          TRADE SHOW QUEEN Tiffany Harris, President

          Tiffany Harris

          For me, it is more about the client perspective and emphasizing to them the importance of working the show from beginning to end. The pre-show promotion at a show the size of OTC is imperative as the majority of visitors know who they plan to see before they arrive. Effectively working the booth is essential, but walking the floor is just as important. You go to the show to make contacts and work deals, but that is only successful if you do the follow up after the show. And, always to do a post-show survey to ensure the next show is even better.

          DIGITAL GURU Kristy Bonner, Vice President Digital Services

          Kristy Bonner

          You can meet and reconnect with a lot of people at a well-attended industry event such as OTC. But, how do you make the impression last? Connecting online after an in-person event can help. Once you gather the flyers, brochures and business cards you’ve collected, make sure you send a connection request on LinkedIn with a personal message reminding them where you met and maybe include something memorable about yourself or your first meeting with them. For example, if they mentioned they planned to attend an event coming up while you were chatting, remind them of the conversation by adding – I hope you were able to make that event and it was as interesting as you hoped. Going for the sale too quickly is a common mistake on LinkedIn; however, taking a more personal approach can start building a relationship and get you connected to them, which helps you reach everyone they are connected to as well. One new first-level LinkedIn connection is great but a second-level connection to their 1,600 connections, priceless! Also, look up their company on LinkedIn, Twitter, Facebook, Instagram, etc., and follow them to gain insights into their activities and key goals to identify how you could potentially work with them in the future.

          SEASONED EVENT MAKE-IT-WORK PRO Megan Schreckenbach, Vice President of Account Services

          Megan Schreckenbach

          After walking the floors of OTC for many years, I sometimes feel like I’ve seen it all … yet at each event, I look forward to making that same walk-around to see what new display, giveaway, entertainment or friendly face is going to lure me into their exhibit aura.  It could be that industry colleague that I haven’t run into for months or that audio video display that jumps out at me with something I’ve not quite seen before …  or maybe it’s a unique VR experience I can jump into or a beautiful piece of machinery that I can touch and feel.  A lot of time and talent hours goes into each and every OTC exhibit, and you never know who you’re going to grab.    

          MEDIA MAVEN Anna Scordos-Brooke, Director of Public Relations

          Anna Scordos-Brooke

          OTC always presents a great opportunity to reconnect (or connect for the first time) with media contacts. However, pre-planning is advised. It’s always best to reach out to whomever you hope to meet with in plenty of time before the show to get a feel for their schedule – they may only be planning to be onsite one day – and try and pin down a time when your paths will cross. However, despite your best efforts, be prepared to be flexible and make/change arrangements during the show. At OTC, it’s very easy to underestimate the sheer size of the ground you need to cover to get from point A to point B and the multitude of meet and greets that can spring up all around you as you travel between them. Although this is what’s great about the show, it’s very easy for anyone to be thrown off course throughout your day.

          CHAMPION OF THE CHECKLIST Kelsey Whitmeyer, Event & Account Associate

          Kelsey Whitmeyer

          TV presentations and display equipment make a huge difference at OTC. With thousands of exhibitors, they both serve as a reason for people to step into your booth and are good talking points. Catering also makes all the difference when you want to stand out. A simple popcorn machine or coffee station setup can attract attendees to your booth and help to initiate that conversation with a prospect. In addition, events centered around OTC show days can make the conference more of a success for your company. OTC is the place where new products are released, deals are made and long-lost industry friends see each other again. It’s always nice to catch up with those fellow industry professionals or hear more about that new product outside of the long exhibit hours. Even a simple “Happy Hour Reception” for a couple of hours at your booth helps you and your team make the most of OTC.
          After nearly four decades of working and walking the floors of many OTCs and other industry events across the globe, our team has learned a lot. From make-it-work moments when truckers don’t show or items get stuck in Customs to emergency booth cleanups that happen all too often and setup issues that require a magic fix to including a primer on practical footwear for trade shows as part of our new hire onboarding kit – just to name a few. We hope our tips are helpful; and really, make sure comfortable shoes are part of your plan so you can be ready for anything! Happy #OTC50! Foster Marketing is here to help with all your marketing communications needs, including trade show and events. Email us or give us a call at 281-448-3435 to set up a meeting. You know our team will be at OTC, so we could be one of your planned meet-ups.
          We live in an age of information overload. Every time we glance at our phones, computers, televisions or magazines, we are absorbing countless messages. This barrage of information can be useful (how else would we learn about what’s happening?) but mentally sorting the wheat from the chaff is definitely a time-consuming process. Well, time is precious. The last thing that any public relations professional wants is to sap precious moments from its target audience with information that’s not time-worthy. In the fake news fog, the traditional emailed press release is still proving itself as a mainstay of PR communications. If a professional-looking press release originates from an identifiable person, representing a trusted organization whose motives for disseminating the news are clear, it can safely be considered a ‘reliable source of information’ (the Holy Grail for any respectable Editor). However, press releases are delivered directly to individuals’ email inboxes, which is a personal approach and if not executed carefully could be construed as an unwelcome imposition into somebody’s workday. Foster Marketing advises its clients to make each message count. A clear focus on quality over quantity will demonstrate a respect for the recipients’ time and a sensitive understanding of appropriate marketing communications.

          Worth the Time

          Press release topics likely to be worth the readers’ time include:
          1. Big project wins/completions – Being awarded a new project is about the best evidence you can give of your company’s skills and credibility. Completing a project successfully shows you can ‘walk the walk’ as well as ‘talk the talk.’ For the Editor, project movements are a crucial part of industry news.
          2. New technology/product launch – New products represent the possibility of a step-change in the industry – an improved way of doing things, that promises to save the wider industry money or enable them to tackle tasks hitherto thought impossible. The perfect topic for a press release.
          3. Major new key personnel appointments – The executive leadership team are the backbone of any company and their experience, talents and outlook can mold and shape the trajectory of the whole company. If you have appointed a new CEO, Chief Technical Officer or Business Development Manager, it has knock-on effects to the wider industry. Also, anyone who will have a face in the industry such as those in sales are good for promotion.
          4. New facility – A new warehouse, office space, factory or yard represents investment and company growth. Again, there are ripple effects to the wider industry and a new facility constitutes news. Construction means building jobs as well.
          5. Mergers or acquisitions – Acquisitions not only demonstrate company growth, strength and breadth, but also resonate with Editors keen to keep abreast with the commercial markets. This topic would be a sure-fire news story.

          Do No Harm

          Press release topics that will do more harm than good include:
          1. Business as usual – A company performing the job it is supposed to do should never be considered a newsworthy event. When mulling over the topic you want to share with the world, ask yourself, “So what?” You should be able to come up with a credible answer. A good press release always passes the ‘so what’ test.
          2. General staffing news – Staff turnover is a fact in any company. This type of news should remain internal, unless the staff change represents a significant influx of specialized talent that will change or strengthen the direction of the company as a whole.
          3. Excuses to ‘highlight’ – Never forget that a press release has one sole purpose: to alert the media to interesting, newsworthy developments in your company. It is not a medium with which to alert the press to the existence of your company (although this is a related benefit, of course). Thinly veiled adverts for your company or product, not backed up by a newsworthy message, will be spotted a mile off by any Editor worth his or her salt.
          4. Too-soon announcements – Always be aware that once you’ve put something out there, you can’t take it back. You should be as sure as can be that your announcement will stand the test of time, even in the near-term. Don’t get over-excited and announce a new appointment, project or product launch before you dot the i’s and cross the t’s.
          5. Badly communicated releases – Above all, make sure that you don’t send out a press release that reflects badly on your ability to communicate. Choosing the wrong topic to highlight is one aspect of this, but poorly written text is equally, if not more, damaging to your company’s image.

          Don’t be afraid, you have 365 days to turn your resolutions into a habit. I’m sure you’ve heard the saying “Rome wasn’t built in a day.”​

          As a new year begins, it gives us all an opportunity to look back on previous successes and stumbles and to set new goals for the year ahead. With the closure of 2018, it also means that it is time for New Year’s resolutions. Don’t be afraid, you have 365 days to put your goals into action. I’m sure you’ve heard the saying: “Rome wasn’t built in a day.” You are not alone in taking on 2019! The experts at Foster Marketing are here with some tips to give you a jump start, and, quite possibly give you some ideas for resolutions for yourself to work toward.
          George Foster, CEO

          George Foster

          Get organized! If you saw my desk, you’d think I’m anything but organized, but I pretty much know where everything is. January is a great time to thin down those folders, clean out those drawers, make to-do lists and a myriad of other things to get organized. Some ideas: Lose what you don’t use. Empty your drawers and only put back in what you use. You’ll find lots of stuff you don’t use or access. Give it away, eliminate and concentrate. Make it yours. There’s no single way to organize your life or stuff. Some people use Day-Timers, others their smartphone. Whatever works is what’s best. Use the brown bag method. Take a brown paper grocery bag or box and fill it with all of the stacks of papers, magazines, mail – your basic clutter. The initial purpose is to get it out of the way and read/review it later. If you haven’t done so in 48 hours or so, throw the whole bag out. Use the salami method. Think of your project as one big salami. No one eats a whole salami at one time. Take one bite at a time – one drawer, one file, one room. And, good luck!

          Tiffany Harris, President

          Tiffany Harris

          A new year often brings with it the launch of new products and services that need to be branded, positioned and promoted. But it does not necessarily mean the budget has expanded to accommodate the launch initiatives and keep the marketing maintenance for existing offerings going. As you develop your integrated marketing communications plan and determine the individual tasks within each marketing initiative, think about the below tips to help keep your task-method budget on budget. Know your go-to-market strategy before you take off running: Take the time to strategically identify “Who” you are as a company; “How” you want your company to be perceived; and “What” your short- and long-term goals and objectives are for your company, your products and your services. Then, you can develop a much more refined and targeted integrated marketing and implementation plan. The best and most-effective marketing initiatives are the ones with legs: Incorporating projects that can be used in multiple ways is essential in maximizing the budget and will create a more cohesive integrated plan and message. A project without a deadline is a wish: The longer a project takes, the more it usually costs you, be it in time or money. But remember to set feasible deadlines, “settling” just to hit the due date can cost you even more if you have to redo it later.

          Kristy Bonner, VP Digital Services

          Kristy Bonner

          For 2019, keeping a watchful eye on your website is even more imperative! Not just to be sure everything is accurate and to ensure you have a steady stream of new content going up, but also to see what is really happening – as in what users are doing on your website. Diving into your web analytics beyond just the number of visits to your site can tell you a lot about what is working and where you need some help. For example, take a look at what page(s) are ranking for specific terms you’d like to be found for in organic search. If a page on your site is ranking No. 10, with some content tweaks, you could likely push this up to the top 3 spots more quickly than starting over with a new page. Also, look for popular pages on your site and see if you can add calls to action that make sense for your business for an added layer of engagement in a very measurable way. Also, in 2019, add paid social efforts to your plan. Many clients in the oil and gas sector are seeing an uptick in their numbers via paid Facebook boosts and LinkedIn sponsored-content campaigns for just a few hundred dollars. These options offer specific targeting capabilities to maximize your spend and achieve better results. Just make sure you are paying to promote your best content that your audience will really want!

          Beau Robinson, PR Coordinator

          Beau Robinson

          Look for 2019 to be even more brand-focused than 2018. What does this mean for the PR world? It means that your brand has to stand out from the rest. Being seen the most only goes so far. People are looking for value, and you must deliver that value to be successful. First, you must ask yourself “Who am I trying to reach?”. Know where they are, what they are reading and what they will find interesting. Ensure that you give yourself the best opportunity for the message to be seen and read, and, above all, make sure that the information delivers value. There are three overall PR tips I can leave you with for 2019: Have consistent messaging as a part of your brand. The message is just as important as your name and logo. Thought leadership pieces are perfect for allowing the experts in your company to control the message. If there is not a compelling reason for writing or readers won’t find it newsworthy, you might as well not write at all. Whether it is a press release, case study or technical article, it should be newsworthy and serve a purpose. Digital platforms such as social media are at the forefront of communication for 2019. It gives you direct access to your audience. Use it to engage with your audience.
          From our team at Foster Marketing, we wish you the best for 2019, and hope that you accomplish all the goals you have set out to achieve. The Foster Marketing team is experienced in integrated marketing efforts for oil and gas companies. Contact our team at 337-235-1848 to set up a meeting to discuss how our expertise can benefit your company.

          For Your Future and Your Company

          In the ever-changing oil and gas industry, first impressions are very important. You don’t get a second chance to make a first impression. The impression you make can determine whether or not you get or keep the business from prospects or clients. As the oil and gas industry increases its use of digital marketing, the traditional in-person first impression has evolved into a digital first impression. Whether through your LinkedIn profile or a company (or personal) Facebook page, people in the industry are looking and forming an opinion of you and your company. We all know the power of social media! With the lasting impact it has globally, there is no turning back once a tweet or social post has been published. So, how do we make sure we are making a winning first impression? Here are a few things to keep in mind that will benefit your future and your company.

          Be Visually Appealing

          “A picture is worth a thousand words” can and should apply to your profile picture on social media. On LinkedIn especially, your profile picture should look professional. Most companies have professional photos taken of new hires for their company website, which helps maintain a certain company image. Your company headshot serves as the perfect profile picture for LinkedIn and other platforms. You are vying for the attention of many others in the industry, so your profile needs to stand out. In addition, your profile should be up to date … how’s your profile looking now?

          Keep It Fresh

          Consistency is key … and you should be posting or active on social media daily. In order to be considered a “thought leader” in the industry, you must become a trusted source of important information. You can do this by following influencers in the industry and sharing or retweeting relevant news, trends and insights. Customer testimonials through quotes, videos of on-the-job training and “Q&As with an Expert” are all great ways to build an interactive environment with your followers.

          Be Engaging

          We all want to be considered an expert in our field. Not only do our posts and shares determine our expertise, but who we are engaging with also does. It is important to follow relevant industry groups or pages and become active within those groups. Take the time to comment on information they share and provide your company’s perspective on the topic; be a thought leader. Another idea is to share informative posts and put your own spin on it or customize it to fit your company’s message. Are you engaging with your industry enough?

          Customize Your First Impressions

          As meetings are added to our already-busy schedules and to-do lists grow in length, it is easy for small things to get lost in the details. When you send a request to connect to an industry contact, customizing your request by adding a personal note makes it more likely that person will accept. It also adds a warm touch to an otherwise professional relationship. On LinkedIn and Facebook, we get notification alerts on our connections every day – from work anniversaries and new job positions to mutual connections or “people you may know”. Again, these are opportunities for you to add a personal touch to your business relationship. In an era where quick and easy is the norm, going the extra mile to include an exclusive feel goes a much longer way than a computer-generated “Congrats”.

          Follow Up

          Most of us are well aware of our company’s capabilities and strengths; however, there may be specialized areas in which we’re not involved. Maybe you are asked by a coworker to attend an industry event where the main topics are not your strong suit. There may be an instance in which a prospect comes to you with a question of which you’re not entirely sure … awkward, but we’ve all been there! The key is to let them know you will get back to them quickly on their inquiry and make it a point to stay true to your word! Follow up with that person and impress them with your reliability and promptness. Additionally, follow up on those personal notes you send. Stay in touch with your contacts and connections as their next move may be a huge win for your company. As you navigate through the many aspects of social media and its rapidly changing landscape, you continue to represent yourself and your company at all times. When it comes to first impressions, the basic principles remain: always put your best foot (or face) forward, keep your message interesting, engage your audience, stay genuine and always follow up. You never know the potential wins for you and your company that could come from that online connection.

          Are Handouts and Folders at Trade Shows Still a Must-Have?

          All the information anyone could ever want is available online, right? The problem for businesses is getting THEIR information into the hands of prospective clients who may NOT be searching online for them. Providing collateral materials at trade shows provides an opportunity to get your information into a prospect’s hands and make them remember you. Additionally, many people want to physically touch and read materials vs. purusing online. That’s accomplished with readable, touchable literature. There should be a strategy behind your trade show literature. If the strategy is well thought out in advance, the overall effectiveness of your efforts can be increased tremendously. So, where do you start? Every marketer faces this challenging situation at a show: How do I keep my handouts and collateral out of the trash bin and in my prospects’ possession after the show?

          Think about your customers

          • Who are they and what do they like?
          • What questions do they frequently ask?
          • What needs do they have that your business fulfills? Don’t only think about what you want to tell them; consider what THEY want to know.
          Five considerations to ensure strategic success for your literature:
          1. Purpose: Always have a purpose. Will it help guide your sales team through a technical conversation? Will it effectively illustrate your value proposition? Will it include charts and data that the prospect would need to compare against their current project requirements? Whatever your purpose, it needs to make sense to your prospective customers.
          2. Cost: You don’t want to invest a large amount of money on something that has a possibility of going into the trash. At the same time, you do not want your brand to be represented on a cheap piece of paper. Meet in the middle by creating something useful and print a limited quantity. Now, many companies use Print on Demand (POD) and only print limited quantities as needed, literally overnight. Your team will be more strategic about who they pass literature out to if they know they have a limited supply on hand.
          3. Shipping: Sometimes it is more cost-effective to print literature locally and save on shipping costs (there’s usually a POD printer nearby). Or, you can also pack them in a suitcase and bring them with you.
          4. Real Estate: How much space will your literature take up? A cluttered booth can be distracting and pull attention away from the message you are trying to communicate.
          5. Grab Their Attention: How will you grab your prospective customers’ attention? They will likely pass racks and stacks of flyers, brochures and handouts as they walk the show floor, so you need to have a plan to stand out and make them want to select your collateral to pick up. Consider attention-getting messaging and engaging imagery. Take a look at what defines your company from your competition and leverage these ideas in your collateral.
          Marketing Collateral

          Collateral Options for Potential Customers

          1. Single Sheet Flyers: These are great reference pieces with a clear and concise message. If you have a multitude of different products to showcase at an event, each one can have their own flyer. This gives you the flexibility to only hand your prospects products that are relevant to them. Including them in an attractive branded pocket folder offers a professional presentation.
          2. Brochures: If your product or service offerings require more in-depth information, brochures are the next option. These are an investment, so be strategic in who you give them to.
          3. Product Catalogs: The next level up for providing in-depth information, these are a more expensive investment, possibly more suited for customers ready to buy. You could consider using catalogs as reference pieces on the show floor, but not as give-away items.
          collateral and awareness

          Alternatives – Think Beyond Print on Paper

          Emerging digital tools and trends are not the end of collateral packages; but a new beginning for innovative informative sharing. The possibilities are limitless but here are a few ideas to kick off your brainstorming:
          • USB: Paper has the potential to get lost in stacks or find its way into the trash. Save on real estate and printing by burning your brochures onto a USB. It is an alternative way to give prospects the important information, and also supplies them with a useful gift. If you decide to go the USB route, remember to brand it. Custom USB designs offer another vehicle to grab attention! The downside is that someone has to literally perform another action, i.e. opening it.
          • Pocket-size It: Create a piece that easily fits into their pocket. It could be a fold-out piece, a branded object or an envelope or small box with a USB. As long as it stands apart from the stack of brochures they were already handed and fits in a pocket with their business cards, you should be safe from the trash bin. This piece could even contain a Flash drive to provide more information than a catalog.
          • Microsites – Build It and They Will Come: Maybe printing dozens of flyers isn’t in your plans but you want an easy way for potential customers to dive into relevant information. Consider creating a microsite – a mini – and mobile-friendly – website featuring product information, case studies and technical information useful to show attendees who are more focused on a specific aspect of the industry. Make it easy for them to remember: otc.yourwebsite.com.
          • Text It or Email It: Creating a landing page with links to all your assets could be more convenient for your prospects, plus you get their contact information. Offer a way to receive a text with a link to your branded show-specific landing page or an email. One possible way would be to have a PDF handy on your phone that you can easily AirDrop via Bluetooth to your prospect on the show floor.
          • Invite Them In: What’s better than customers reading about your products and services? You telling them about your products and services. Create an attention-grabbing invite to an online exclusive online event featuring your experts providing information your customers want.
          We are in the age of the Internet and the battle for prospective customers’ time and attention is raging. It is time to stop doing what you have always done and rethink your strategy for sharing information. Foster Marketing can help you create an effective collateral and trade show pass-along information strategy to fit your business needs and win the attention of your prospective customers. Call today at 337-235-1848 or contact us online at fostermarketing.com.
          I spend a lot of time thinking these days; more so than doing. I try to make sure it’s not stinkin’ thinkin’ but thoughtful, useful ideas that will make our clients, our own business and our world better. One of the biggest questions for me (and I’m sure for our clients) is how best to reach that target audience, whether for us or our clients. This is not a new quest for me. I’ve thought about this question for years. In the mid-80s I called on an oilfield services company who manufactured a downhole tool for use during the offshore boom. We talked for a while and I began to offer up suggestions on potential marketing tools – a brochure, a trade show, an ad in World Oil or Offshore. He stopped me in my tracks and asked, “How much does it cost to run a TV ad in the Super Bowl?” To which I replied “A lot, but why would you want to run there?” He said, “The folks that are going to be ordering my tool aren’t reading any of the trade magazines, but I guarantee you they’ll be watching the Super Bowl.” That completely changed my way of thinking about putting yourself in the mind of the person buying or ordering your product; and, how do you get there, especially with so many messages bombarding us each and every day. Again, many years later, I was sitting in a traffic jam (a pretty regular occurrence) on I-610 north in Houston and had plenty of time to think. I looked up and saw a billboard staring me in the face. I can’t remember the company or product but I remember I had no choice but to see that billboard. At our Monday morning staff meeting, I asked our staff which of the media are you guaranteed to get a person’s attention. We went around the room (with my response in parentheses): someone said print (I said print’s declining); someone said TV (no, TiVO, Netflix or Hulu); someone said radio (no, Sirius XM and Spotify); someone said email (no, spam filters and bad headlines); someone said direct mail (no, mail gets pitched). I mentioned outdoor as the only place you can be assured of capturing someone’s attention. This was not lost on us at Foster Marketing. Many years ago (when you could), we sent a two-by-four board in the mail with the following story burned into the board: “After hitching his mule to the plow and finding the mule wouldn’t pull, the seasoned farmer stepped around with a two-by-four and smacked the mule. When asked why he whooped his mule the farmer replied, “I love this ol’ mule. He works hard all day long. But sometimes, I first have to get his attention.” It’s no different today except the techniques are much more sophisticated than the use of a two-by-four. So sophisticated, in fact, that companies are using Artificial Intelligence (AI) to literally target folks without their permission. That’s what Facebook did with Cambridge Analytica. That’s what Twitter has done with Russian election trolls. “The way to win in Silicon Valley now is by figuring out how to capture human attention. How do you manipulate people’s deepest psychological instincts, so you can get them to come back?” said Tristan Harris, a former design ethicist at Google who has since become one of Silicon Valley’s most influential critics. The proliferation of artificial intelligence, Harris said, creates an asymmetric relationship between platforms and users. “When someone uses a screen, they don’t really realize they’re walking into an environment where there are 1,000 engineers on the other side of the screen who asymmetrically know way more about their mind [and] their psychology, have 10 years of experience about what’s ever gotten them to click and then use AI prediction engines to play chess against that person’s mind.” I read about this on a blog by Bruce Turkel in which he chastised Google on their latest innovation, an assistant that’s able to make calls to schedule appointments while speaking in a nearly flawless human voice replete with “ums” and “ahs.” At no point during Google’s presentation did Google’s software reveal it isn’t human — sparking a debate about ethics and consent. According to the Los Angeles Times, a few days after the release, “Google reversed course by saying explicitly that the service, known as Google Duplex, would include a disclosure that it’s not a person. “The concern that people would be duped by Google’s new feature underscores the urgency for society to determine what kind of relationship it wants with its artificial aids as technology companies get closer to traversing the so-called uncanny valley. That’s a term used to describe the gulf between a robot or software that has just enough imperfections to raise skepticism and another that’s indistinguishable from a human.” Yikes, that’s scary! The AI bot may say “please” and “thank you” and in general may be more polite than some folks we deal with, but until I learn more, I think I’ll stick with the two-by-four (more on AI in an upcoming newsletter). Foster Marketing is here to help you get the attention of your target audience. Contact us at 337-235-1848 or visit us online at fostermarketing.com.
          There has been lots of buzz about GDPR – the General Data Protection Regulation; most of it gloom and doom from marketers and companies trying to comply or just figure out if they need to take action. Then, the emails began as the May 25 deadline hit – a literal barrage of emails asking you to accept them into your inbox and noting new privacy policies, all urging you to take action so you didn’t miss their important messages. Most of us likely ignored or overlooked many of these. Personally, I didn’t click a single accept button out of curiosity to see if my inbox would be magically purged once the deadline hit. And then came May 26 and I anxiously opened my email in hopes of seeing only messages from the few companies I have subscribed to. Alas, it was not a brand new clutter-free day for me, though I am in the United States. So, no, GDPR is not going to be the end of email marketing; but it is a good idea to take action now. All of us are still working through the GDPR requirements line-by-line and, frankly, many legal experts are offering differing opinions on what exactly is required. That said, privacy laws are coming that will impact more than just the European Union (EU). States such as California are stepping in with the newly approved California Consumer Privacy Act.

          So, What Does All of This Mean?

          Agreed upon by the European Parliament and Council, GDPR requirements aim to create more protection of personal data across EU nations. Other privacy acts ahead similarly focus on how companies are collecting, storing and using personal information.

          Does This Apply to Me?

          This is a frequently asked question and the answer is usually yes, to some extent; and with U.S. states passing privacy laws, we are all in this mix. One interesting fact I’ve seen is that if an online user finds your website via organic search and your site is translated in their language, say German, as a citizen of an EU state, you are responsible for complying with GDPR requirements to protect their personal information. So, yes, we are all facing changes on a global scale in how we do business.

          How Do I Comply?

          As previously mentioned, there are differing legal opinions on GDPR compliance and on how the 11 chapters and 91 articles are interpreted; but, it does impact way more than just marketers in many cases so assigning a compliance officer and possibly a compliance team is a good step. Other GDPR requirements noted by the Digital Guardian include:
          • Requiring the consent for data processing
          • Anonymizing collected data to protect privacy
          • Providing data breach notifications
          • Safely handling the transfer of data across borders
          • Requiring certain companies to appoint a data protection officer
          • Other sources have also noted requirements on how long data is stored.

          Action Items for the Changing Privacy Landscape

          Remember permission marketing where everyone actually asked before adding your name to their list? Well, it’s time to bring that retro idea back as it is now actually being enforced! Here is a starter privacy checklist for marketers, though laws and interpretations are still evolving:
          • Assign a compliance officer and possibly a team to manage compliance and privacy concerns.
          • Clean up your marketing list and your customer relationship management (CRM) database. It likely needed a good purge anyway.
          • Update (or add) a privacy policy to your site and let people know. These should NOT be legalese but easy to understand and offer a way for people to know how you are using their information; assure them you are taking proper security precautions; and that you are not selling their information. You should also offer ways for them to inquire about the data you have about them and allow them to unsubscribe from your marketing list or even be forgotten from your list. It happens, and you don’t want to waste time and money chasing people who are not likely to become customers.
          • Ask for consent to contact users when they complete a form on your website, provide information to receive something or become customers. Having a system to manage who has given permission is needed as well.
          • Honor ALL requests to know what information you have on people on your list or to be removed from your marketing contact list or forgotten by your company. Having a process in place to manage these requests is even more important.

          Can My Email Marketing Efforts Still Thrive?

          Email marketing can still be a good source to generate leads and new business, if managed properly. The biggest tip I can offer beyond the above list is simple: CONTENT IS KING! If you are providing content and information worthy of users’ time and attention, consent and privacy concerns will not be an insurmountable obstacle. As always, Foster Marketing is here to help with all your digital and other marketing needs. Contact us at 337-235-1848 or visit us online at fostermarketing.com.
          Branch Out. Make a Move. Diversify. Grow. Break In. Expand. Take the Plunge. Whatever it sounds like around your company, whether out of want or necessity, an organization will likely find itself ready, and hopefully willing, to engage a new audience by entering a new market at one time or another in the company’s life cycle. An exciting yet sometimes intimidating course of events is now on the horizon, whether you may be a small organization with only sweat equity to spend or a large company with a budget set aside. Either way, there are logical, strategic steps to follow and opportunities and risks to assess in order to ultimately make such a move a success. Once you’ve identified and evaluated the risks and potential rewards of entering a specific market – whether it is a lateral segment or a new geographic region – getting the lay of the land is a good place to begin. Here are some tried-and-tested ways to begin.

          Define the Market

          This may seem like a simple step, but to understand the needs of a new market, you must identify your audience. Dig into the demographics, locations and common needs of your target. Don’t be too optimistic in your need to capture a larger share of something new. Clarifying a smaller market will make it easier to effectively infiltrate. A larger chunk of a smaller market is better than an insignificant part of a large share.

          Assess Internal Capabilities

          Where are your low hanging fruits? What industries, groups or geographical locations are the most natural progressions based on where you sit today? Baby steps are smarter, less risky and more likely to end in a win rather than a giant leap into an unfamiliar, completely new space where you have no foundation to lean on.

          Perform Market Analysis

          Once you’ve clearly defined the market, dig in by gathering data on the potential audience to be armed and ready for action before committing to the move. A new market will not be so comfortable and there will be new competitors and unknown threats. Knowledge is power. Immerse yourself wherever you can.

          Identify Publications

          Researching, identifying and aligning with the publications that support the potential market you are looking to break into is a great place to start. A good publication serving a niche segment will be aligned with the pulse of who, what, where, when and why. Read and tap into their team … they will most likely be looking to get your business someday, so use the opportunity to develop some allies and maximize what they bring to the table.

          Know Your Competition

          Gauge the competitive landscape. Who else is doing what you are doing in this arena; and how well are they doing it? This is a great indicator of what you are up against, a method for drawing inspiration and a starting place for developing your launch plan.

          Get Involved

          Become a part of associations supporting and servicing the market you are launching into. Besides being a great way to gather real-world intel on the industry’s current state of affairs, take advantage of any membership benefits available as a result. And, perhaps most importantly, build relationships, find mentors and seek quality advice. The success of new market entry is driven partially by factors outside of your control, but investment in upfront steps should help you mitigate the risk. Whether you are looking at a new market or building your presence where you are, Foster Marketing is here to help. Our team of marketing, digital, event and public relations specialists are developing, and our digital and event marketing leaders are tackling clients’ messages and launch plans each and every day. Best of luck on your journey as you branch out! To put our experience helping clients break into new marketing to work for you, give us a call at 281-448-3435 or email us today.

          Basics of Breaking Into a New Market:

          1. Commit to Making the Leap 2. Identify Potential Opportunities 3. Define Your Market/Goal 4. Build Your Unique Value Proposition 5. Make a Plan 6. Learn Your Audience 7. Start Small and Test the Market 8. Refine and Ramp Up Your Efforts 9. Have an Exit Strategy, Just in Case

          Helpful Hints for Entering a New Market:

          • Select the right region/country that best fits your business model.
          • Evaluate costs associated with entering a new market.
          • Get to know your potential customers and their needs.
          • Check out the competition.
          • Make the right alliances to support you.
          • Understand the potential legal issues involved in the market.
          • Learn safety and environmental requirements for this segment.
          • Create a strategic marketing communications plan; and work the plan.
          • Be willing to work for it to make the move happen.
          Social media is a key form of communication and marketing for almost any type of company as never before. Whether your business is consumer-focused or business-to-business, you are dealing with real people behind the screen online. Good relationships drive business and your company can use social media to build and maintain both new and existing relationships in an online capacity. Social media is a way to connect and complement those face-to-face interactions and transactions. There are many social media platforms to share your company’s story. Finding the right approach for your company culture while catering to your target customers is important. While having a presence on social media staples like LinkedIn and Facebook is important, quality, catered content trumps posting for the sake of posting and each platform has its own unique functions and benefits. So… should your company be on Instagram? While Instagram may not be the first place you might think of to find information about a B2B energy company, the photo-sharing platform now boasts more than 800 million casual users and approximately 500 million daily active users. Since its inception, Instagram has attracted younger users, but new statistics show that older generations are starting to embrace the app, too. That should make you think twice about whether or not your customers are on Instagram. While many of your customers may be on the app for personal use, Instagram, which is owned by Facebook, has a growing advertiser base of 2 million. An estimated 71% of US businesses are on Instagram and 80% of users follow a business on Instagram. The business profile feature also grants companies access to valuable follower analytics and data about impressions, reach and engagement to help steer the direction of their social content. Whether your company should be on Instagram depends on your company culture and whether the people behind your company have an eye for visual storytelling. You don’t want to set up a profile and then get lost amongst the other millions of businesses on Instagram by sharing inconsistent or boring content. Your content will not get seen. In order to communicate effective Instagram content, your visuals should consistently reflect your company’s message. For example, if your message is about simplifying a complicated process, your imagery should show simplicity and minimalism. If your message is focused on your team’s expertise and top-quality customer service, you should share insightful quotes from them and show off your team members to give your posts a more personal feel.  If you want to highlight your company’s state-of-the-art technology, you should be ready to share high-quality photos and videos of this innovative technology at work. Once you find your voice, keep in mind that your Instagram business profile should act like the people behind your company, not like a robot. As with any social platform, you must engage with your followers in order to build trust. Engage with your employees, customers, partners, professional organizations and charitable causes; the media outlets that root for you; and then support other businesses on the app. Think of your Instagram profile like a humanized version of a business journal’s ‘Best Places to Work’ or top companies list—you have an opportunity to give your followers a visual glimpse of what a day-in-the-life of one of your employees or customers is like. Besides sharing content on your business profile, user-generated content will also act as a testimonial to your company and can often prove to be more valuable. Encouraging employees and customers to snap photos and share their experiences with your company’s products or services can help you gain insight on how you can creatively showcase your competitive advantage. Capitalizing on unique company-branded hashtags or using your business location as a geo-tag can help to find and group these posts together. Hiring pushes, tradeshows, product launches and new facilities are all examples of scenarios when Instagram can help communicate what your company is doing, but those shouldn’t be the only times you share content. Again, don’t post for the sake of posting, but do post consistently — celebrate small victories; be transparent; think about what makes your company culture unique; revisit your company and its founders’ history; take the time to explore your employees and customers’ personal stories and experiences and how that ties back to your overarching message. Here are a few B2B companies that are already doing a stunning job of telling their stories on Instagram that might spark some inspiration: 1. @generalelectric 2. @shell 3. @eni (bi-lingual account) 4. @paypal 5. @intel 6. @ups 7. @exxonmobil (new to Instagram) If you need help focusing your message or capturing high-quality visual content for Instagram, contact Foster Marketing today. Our digital team of storytellers can help showcase your employees, highlight your wins and connect you with your online audience.
          For those who know me, that’s one of my favorite quotes from one of my favorite Zig Ziglar audio tapes, Winner’s Attitude (that shows how long I’ve had it). You can’t get it in CD and a cassette on Amazon can go for anywhere from $20 to $90. Yikes! Ziglar, one of the best motivational speakers (and thinkers) of all time, passed away in 2012, but his legacy lives on in his courses and digital contributions. There are many great stories on the cassette which, to their dismay, I made my kids listen to in the car, or what Zig calls Automobile University. One of my favorite anecdotes is Zig’s “Railroad Story” which has been repeated many times and you can find on the Internet.

          The Railroad Story

          In the 1950s, a crew of railroad workers were repairing track on a sweltering summer afternoon. A train came chugging down the track and pulled off on a side rail. From one of the cars – a special car for the president of the railroad – a window flew open and a voice shouted out, “Dave! Dave Anderson, is that you?” It was; and, in fact, Dave Anderson was in charge of the work crew. “Yeah, Jim, it’s me,” he shouted back. The man on the train, Jim Murphy, yelled out, “Well, come on over here and let’s chat a while.” So, Dave Anderson stopped what he’d been doing and joined Jim Murphy in his private air-conditioned railroad car for almost an hour, no doubt happy to get out of the broiling sun. When the conversation ended, he made his way back to his crew working on the track. The flabbergasted crew stared at him in utter shock and said something to the effect of, “That was Jim Murphy, the president of the railroad.” “Yup, it sure was,” Anderson said. They all gathered around and excitedly wanted to know how Dave knew Jim Murphy, the president of the railroad, to say nothing about how he got to be such good buddies with the man and on a first-name basis to boot! Dave explained: “Well, it’s quite simple — when I started with the railroad over 20 years ago, Jim Murphy started at the same time; we’ve been pals ever since.” Now the crew was even more astonished as much as they were confused. They wanted to know how it is that Dave and Jim Murphy started working for the railroad at the same time and Murphy rose to such dizzying heights while old Dave is still working on the track in the hot sun. How in God’s name did that happen? Dave looked wistfully up into the sky and said, “A little over 20 years ago Jim Murphy went to work for the railroad; I went to work for a $1.75 an hour.” What about you? What are you working for? Are you working for a pay check or a career? What are your goals? Are they ordinary or are they extraordinary? Better yet, are they outrageously extraordinary? I like this quote from an unknown source: “If you don’t have a dream that is so outrageous that you couldn’t possibly succeed unless God Himself puts in a personal appearance, you’re not alive.”

          Everyone Needs a Jollytologist

          My favorite answer when people ask how I’m doing is that, “if I were any better I’d be in Heaven.” You’d be amazed at the reaction that gets. That’s taking a good attitude to a new level. Allen Klein, a self-proclaimed “Jollytologist,” has made his life’s work a mission to help people lighten up and get more happiness and joy in their life. Klein is a firm believer in the power of words – that positive words can lift our spirits while negative words can bring us down. He says if you don’t believe that, just say the following words out loud and see how you feel after you’ve recited them: angry, upset, miserable, sad, tearful, despondent, discouraged, depressed. Then say these words, either to yourself or out loud: cheerful, happy, joyous, jolly, exuberant, elated, overjoyed, euphoric. Any difference? Perhaps it was a subtle one, and maybe for only a moment, but there probably was a change in your tone of voice, your mood, or the expression on your face. If the words we speak or the thoughts we think can alter the way we react to the world, then it is important to keep them positive if we are seeking to be happier, he says.

          Are You Kicking the Cat?

          Nothing represents that more than another favorite story from Zig’s Winning Attitude, in fact the first one on the tape. Here is a paraphrased version of the story. Mr. B was the top dog at a very large company. He’d just had a meeting with his staff about being on time, but sure enough one morning soon after he looked at his watch and realized he was going to be late for work. He jumped in his car, threw it in reverse and burned rubber leaving the driveway. As he sped down the highway, he looked in his rear-view mirror. His heart skipped a beat when he saw the flashing lights. He pulled over and rolled down his window. “Where are you going in such a hurry,” the officer asked. “I’m late for work,” he replied abruptly as the officer handed him a ticket. That made Mr. B even hotter. “Shouldn’t you be chasing real criminals and leave me alone?” he asked the officer. He was really late now. When he got to work, the first person he saw was his sales manager. “Good morning, Mr. B,” said the sales manager with a smile. “There’s nothing good about it,” barked Mr. B, “I want to see you in my office NOW!” As Mr. B threw his coat down on the couch, he yelled at the sales manager, “You fell short of your goal last week for the second week in a row. I want to know what you’re going to do to get back on track and I want to know now.” “Mr. B,” the sales manager objected, “We just talked about this yesterday. We have four big deals. Any one of them will put us over the top and I’m sure we’ll get at least one of them.” “I’ll believe it when I see the reports. Get ‘em now,” Mr. B blurted out. The bewildered sales manager walked back to his office. When he got there, the first person he saw was his assistant. He screamed at her to get the reports. She was busy so she yelled at the receptionist to get them done. And, she did. When the receptionist got home, the first person she saw was her 12-year-old son and noticed he had a tear in his brand-new jeans. She yelled at him and sent him to his room. “I was just out mowing the yard,” he said. On the way to his room, he saw the family cat laying on the floor. He kicked that cat out of the way! So, here’s the question: Wouldn’t it have been much better, for everyone involved, if Mr. B had just gone directly to the receptionist’s house and kicked the cat himself? And here’s an even more important question: Whose cat are you kicking? This story, maybe more than any other Ziglar story, hit home with my kids from Automobile University. Any time I’d fuss at them, they’d ask: “Dad, who’s kicking your cat?” That thought-provoking question slowed down a lot of anger. As we start the New Year, hopefully everybody will have a positive attitude adjustment at work and a cat-kicking free environment at home. At Foster Marketing, I think you’ll find a bunch of high altitude, great attitude employees. Call us. For more from Zig Ziglar, click on the following link for one of his attitude presentations. It’s an hour but well worth a listen: Developing and Maintaining the Right Attitude.

          Contact Us

          To meet with Foster Marketing and learn more about how we can help grow your business, call 281-448-3435 or email us today.
          Trade shows are the only place that can get you face-to-face in front of a pre-qualified audience, but they are also a huge challenge to budget for, with hidden fees and variables outside of your control. After handling trade show coordination for clients for more than three decades, the event coordination team at Foster Marketing has created a list of nine things to consider to help stay in budget.

          1. Plan Early

          This can be a challenge as sometimes you do not have approval to participate until the last minute, but getting started early will always save you more money.
          • Booth Space: Book booth space as early as possible to capitalize on early bird discounts. It also allows you to get positioned in the best locations on the floor plan.
          • Travel & Logistics: Depending on the show, sometimes show management negotiates rates with various airlines and hotels to entice attendees to come to their event.
          • Groups: Sometimes group bookings offer less expensive rates, but definitely need to beware of strict cancellation policies.
          • Show Services: Contractors at events typically have a discount deadline in place for furnishings, parking passes, electrical, etc. to help them plan early for the show.
          • New Booth: Be sure to design your booth and graphics far enough in advance to avoid rush charges.

          2. Booth Design

          Be forward-thinking when it is time to begin designing a booth.
          • Rent vs Purchase: If you plan to use your booth more than three times, it is more cost-effective to purchase than to rent.
          • Size: Modular booths give you multiple sizing options and flexibility to have different layouts depending on the event. For instance, purchasing a 10×30 booth that can be broken down into a 10×20 and 10×10 saves you money in the long run.
          • Graphics – Fabric graphics have come a long way since they were first introduced to the market. They offer a lightweight, cost-effective alternative to other materials and because of the lower cost to reprint, it enables you to customize your message each show without a huge investment.

          3. Furnishings

          Below are some easy ways to save hundreds of dollars at each show.
          • Invest – Purchase flooring, tables, chairs, etc. at a fraction of the cost of renting each show.
          • Electrical – Rent an electrical outlet, but bring your own extension cord and run it to other areas that need power if you can.
          • Cleaning – Purchase your own vacuum to save on cleaning fees.

          4. Shipping

          Being intentional with your shipping can offer significant cost savings at each event.
          • Cost Sharing – Ship on the same truck as other booths to split the cost.
          • Destination – Research rates provided by the general contractor and determine if it is cheaper to ship to their advanced warehouse or directly to show site.
          • Delivery – Although not always in your control, do your best to time your delivery to unload and reload on straight time vs. overtime.
          • Hanging Sign – We recommend shipping a hanging sign early to ensure it is delivered to the booth first and gives you the best chance of it getting hung on straight time.
          • Flooring – If you’ve invested in a new booth and construction is running behind, ship your carpet early so it gives your labor team something to work on while you wait for your booth to arrive.

          5. Drayage/Materials Handling

          These terms are used interchangeably. General contractors charge this fee to all exhibitors for the transportation of your crates to and from your booth during the show and are calculated by hundredweight. Weight matters, so use these tips to help keep these fees manageable.
          • Structure – Designing a booth structure and storage crates with lightweight materials is going to save you thousands of dollars at each show.
          • Machinery – Sending heavy equipment to a show? Check to see if the general contractor offers “Machinery Handling” rates which are lower than the booth material handling rates.
          • Models – A cost effective alternative to sending heavy equipment is to invest in a light weight model which saves both on drayage and rigging charges.

          6. Labor

          Strategically hiring and timing your labor is key to helping stay within budget.
          • Local – Hire local labor along with a supervisor that knows the booth and assembly to eliminate the learning curve. Choosing to avoid sending someone who knows the booth can actually end up costing you more for inevitable trial and error.
          • Early – Request early move-in if you know there is a chance your labor team may need to finish the booth on overtime.
          • Timing – Consider hiring labor to start a couple hours after setup officially begins in case it takes the general contractor extra time to get your crates to your booth.

          7. Collateral & Promotional Items

          Don’t let brochures and giveaways be a last-minute decision. Planning ahead can save a considerable amount of money.
          • Bulk – Purchase in bulk to last the entire year and pay less per item with the volume discount.
          • Carry – Bring brochures and promotional items with you in a suitcase as opposed to paying for shipping.
          • Alternatives – Saving brochures on USBs to hand out or sending brochure files digitally in a follow up email allows you to save on printing costs.

          8. Presentations

          In-booth presentations are a great way to communicate your message and capture the attention of attendees, but you don’t have to break the bank!
          • Platforms – There are plenty of options out there to create compelling videos with price tags all over the map. Great presentations don’t have to be expensive – sometimes PowerPoint slides with strong imagery, movement and messaging can capture the same result. Identifying clear objectives and budget will help narrow down to find the best solution.
          • USB – Have a presentation running on a TV in your booth? Try running it off of a USB to save on the rental of a laptop and avoid unsightly wires connecting the two.

          9. Travel & Logistics

          Travel expenses can add up quickly if you do not plan ahead.
          • Vehicle – Research ahead of time to see if it is more cost-effective to hire an Uber or taxi as opposed to renting a car.
          • Meals – Attend networking events where food is going to be served to help you spend less on food while you’re there, while also building your network.
          • Location – Stay in a hotel within walking distance to the venue to save on parking.
          • Libations – Drinks with clients? Research places with good happy hour options.
          • Packing – Try to pack strategically in effort not to pay for luggage on a flight.
          • Water – Venues are notorious for charging high rates for water. Be sure to bring a reusable bottle to refill from a water fountain.
          Trade shows are great, target-rich environments, but costs can easily get out of control if you are not strategic, intentional, forward-thinking and willing to put in the time and do the research. Starting early and considering everything from the booth design, furnishings, shipping, and materials handling to labor, collateral, giveaways, presentations, travel and logistics will help put you in the best position to keep your budget in check. Need help with your next trade show booth? We can help. Call us today at 281-448-3435
          Your company is doing great things. You just developed a new technological innovation that is a step change for the industry. Or, you just got the results back from a field trial on your new equipment and the client is extremely pleased. Or, your amazing team of forward-thinkers has come up with a new and improved way of approaching problems that have foxed and foiled other industry players for decades. You’re proud of what your colleagues and your company are achieving. But this isn’t the time for only quiet congratulations amongst them. If you want your clients to be assured that they’re working with an innovative company; if you want potential clients to give you a call; if you want your competitors to break a little sweat, then you need to recognize where the story is and shout it from the rooftops. Luckily, the media are there to help you do just that. But, in such a noisy environment, sometimes you need to fight to be heard. Here are 10 tips to make sure that the media has the confidence to share your story:

          1. Know the Publication

          Magazines, journals, e-news – they’re all basically the same, right? Wrong. Not all publications are created equal. Some employ in-house journalists to write their stories, some only accept by-lined copy provided by you as a company. Some are looking for in-depth pieces, others are looking for short snippets. Aside from these creative differences, it’s important for you to know the readership of the publication (and the publication’s reputation), before you commit the time and effort to collaborating with them.

          2. Know the Editor(s)

          The editor is the gatekeeper of the publication and gets the final say on the inclusion of every word that makes it into print. It’s therefore very important to develop and nurture relationships with editorial representatives from the publications that most closely align with your intended audience. Once the editor knows who you are and understands your business (and is suitably impressed by the industry-enhancing advancements you must share) they are more likely to trust that future stories won’t be a waste of their valuable time.

          3. Understand Their Objectives

          Publications are businesses too, and their objectives are usually twofold: to disseminate newsworthy information and to make money. Some turn a profit from limiting access to editorial content via paid subscriptions. Others profit from the sales of advertisements. When “selling” or promoting a story, make sure it really would be considered “newsworthy” to an industry circle significantly wider than your own company – people may be paying to read it or paying to advertise next to it.

          4. Prepare a Concise Abstract

          Editors are called “editors” for a reason – they prefer brevity. In a publication, space is money and word counts rule. It is not a place to be verbose. In your initial pitch, prove to the editor from the get-go that you will not cause them a headache in the editing process. Prepare a succinct abstract of what you wish to write about: a couple of sentences to demonstrate industry context, a short summary of the “core” of the story and spell out why readers will be interested.

          5. Talk About Success

          Aside from the fact that nobody likes a Debbie Downer, be aware that people read industry publications to learn how to improve their businesses and operations. Emphasize, wherever possible, success stories or case histories, and it will not only portray your company in a more favorable light, it will generate more readers keen to learn something from your article.

          6. Stay Objective

          In this day and age, readers are savvy when it comes to detecting vaguely disguised advertisements. Articles will usually be vigorously vetted to remove any language that betrays that the author is biased. The place for advertising is in a paid-for ad. A well-written, objective article that reports technical achievements rooted in supporting case studies is a far more sophisticated form of company promotion, in any case.

          7. Communicate Value

          The story represents a great success for your company, but so what? You need to make it clear to the editor and the potential reader how your success can be their success – how your innovation stands to benefit the reader in their operations in the Gulf of Mexico; how what you learned in your field trials has saved the reader from making a mistake in their upcoming operations in West Africa; how working with your team will save them time and money in the long run.

          8. Be Relevant and Timely

          News gets old, fast. As soon as you have the kernel of a great news story that is relevant to a current industry problem, it pays to let a communications expert like Foster Marketing know, so we can guide you into crafting the full story and getting the word out and funnelled into the right channels, quickly.

          9. Be Trustworthy

          Publishing an article is a great way to position your company as a respected industry thought-leader, but a quick way to hurt your integrity is if the story isn’t accurate or the facts exaggerated. Whatever you do, make sure that every part of the story is verified, and that you would be happy to field any questions arising as a result of it.  

          10. Be Appreciative!

          There are a lot of companies vying for the attention of the media, and a lot of them are doing great things that are worth talking about. Each publication has a finite amount of space to allocate, so it can be quite an honor to score a spot for your story. It always helps to personally let the editor know that you appreciate them lending you their support. Anna is based in the U.K. and has a wealth of industry experience gained as an editor with various global oil and gas industry publications, including magazines such as Oilfield Technology and LNG Industry and online publications such as EnergyGlobal.com and WorldCement.com. Need help with your next technical article or other communications efforts? We can help. Call us today at 281-448-3435.
          Being a student-athlete requires dedication and drive as well as balancing the demands of a full-time class schedule, practice, workouts, studying and, in many cases, a job. All the lessons student-athletes learn in their collegiate experience make them perfect candidates for the workforce and, more specifically, a career in marketing. There are many similarities between life as a student-athlete and a marketer – and a few lessons to be learned:

          Time Management

          There are 60 seconds in a minute, 60 minutes in an hour and 24 hours in a day. What exactly do those numbers mean? It means that in a typical 8-hour workday (accounting for an hour lunch break), there are only 25,200 seconds to get your work done, and it is important that you take advantage of every second.  While that might seem like a lot, fragments of a second have determined Olympic champions. A few seconds here and there can eventually add up to a much bigger chunk of time. Time never freezes, but we can agree that time is limited. Managing time efficiently can yield major benefits in life; not only for a student-athlete, but also for a marketer. And, with a million things on your schedule, time is of the essence. Everyone has heard the saying “time flies when you’re having fun,” and while true, an even more accurate statement would be “time flies when you have a lot to get done.” Time will not stop for you, so don’t lose the battle without a fight. Student-athletes don’t have much leeway on extra time, just like the typical marketer, so they must learn how to use it effectively. Prioritize: What is the most important task at hand? Taking care of first things first will allow you to spend the necessary time not only to complete it, but to improve the quality of your work. If it is important, it should have your primary focus. Hit the deadline: Deadlines must be met. Planning to stay ahead of your deadlines by prioritizing tasks will save you the stress of trying to catch up later. Never Be Idle: Procrastination might offer you temporary relief, but it will hurt you in the long run. The hardest part of finishing a task is starting it. So, get to work! Take a Deep Breath and Set Your Own Pace: If there is an avalanche of tasks to be completed and you are having trouble digging yourself out, remember this; it took Edmund Hillary and Tenzing Norgay seven weeks to make it to the top of Mount Everest and they were no less successful for taking that long.

          A Good Attitude Is an X-Factor

          A good attitude is essential on the playing field and in the workplace. Be a Team Player: You won’t be successful without teamwork – whether the team is on a court or field or coworkers and clients. There are many moving parts that come together to make a team successful – none of which are more important than the other. Failing Isn’t Always Negative: You will learn more from the things you do wrong than the things that you do right. Not everything is going to run smoothly; in fact, a lot of the time it won’t. Use it as a learning experience instead of kicking yourself for it. Bring Positive Energy: Optimism will affect others around you as well as yourself. A stressful and time-consuming task will be much more enjoyable if you approach it with positive energy. Appreciate the opportunity to be trusted with a task and challenge and run with it.

          Work Ethic

          Stepping Out of Your Comfort Zone: We have all had to take on tasks we weren’t familiar with or comfortable doing. Tasks that challenge us to better our skills and expand our experience create a better-rounded person; so, take the initiative and work toward improving your skills – especially if it is something you didn’t consider a strength. Turn your weaknesses into your strengths. Be Confident: You can do it, and you know you can do it. Confidence is key. Student-athletes and marketing managers alike must go into their work with confidence to be successful. Pushing Past Your Limits: Limits are only as high as the barriers you set. Even you can surprise yourself. It was once thought that it was humanly impossible to run a mile under four minutes – until Roger Bannister did it on May 6, 1954. Be Competitive and Accountable: In both sports and marketing, competitiveness will only improve the quality of your performance. Holding yourself accountable for the tasks you must complete can help you find extra motivation to finish on time and enhance the quality of your work. Take Pride: This is something that we all have experienced. We work on a project for a long time and can look at the finished product and be proud of it. You should be proud of all the work that you do; if you’re not, then you probably didn’t do it to the best of your ability.

          Goal Setting

          Goal setting is the blueprint to success. You might be able to cook without a recipe, but a recipe makes cooking a lot easier. Goal setting works the same way. Setting goals for yourself and the projects that are ahead improves focus, motivation, sense of achievement and helps clarify the desired outcome. Plan the Work, Work the Plan – With Flexibility: Yes, a plan is extremely important, but things don’t always go according to plan. If you must stray from your plan, don’t panic. Adaptability is important when you’re setting goals for yourself. Be Patient: The road to success can be a long one with many hurdles in your path. You must trust the process. Your hard work and determination will be rewarded. Whether you are a company owner, marketer or a student-athlete, sometimes it feels as if the number of tasks on your to-do list outweigh the time you have. If you find yourself lacking the time to successfully tackle your marketing to-do list, contact the expert team at Foster Marketing at 337-235-1848. We have been a successful addition to many marketing teams in our more than 37 years of business. Beau Robinson is an intern in Foster Marketing’s Louisiana office and a student-athlete at UL. A message from Beau: Once a student athlete’s four years of eligibility are finished, they begin to look for something else to spend their efforts on. Contrary to popular stereotypes about student-athletes, much of that energy gets transferred into their careers. All the lessons that student-athletes learn in their collegiate experience make them perfect candidates for the workforce.
          In a world where everyone from Beyoncé to President Trump is breaking their own news via Instagram and Twitter, building your personal social brand has power. With social media tools easily accessible via multiple platforms, you can Tweet from your phone, Snapchat on your tablet while watching TV or keep in touch with contacts around the world from your desk. Building your personal social brand is a valuable and cost-effective method to add to your online presence, allowing you to instantly connect with business contacts, build credibility and exhibit thought leadership as an expert in your field, as well as build trust for your business. Social media should not be an afterthought. Building a personal brand takes commitment – and time. Make a plan for how frequently you will send out messages and engage with your target audience. Being consistent and committed to your social effort will help you build a following. As you plan, consider what platform will work best for you and the type of messages you will share. Research which platform or platforms are best suited for you, your industry and your voice. Use your social messages strategically and integrate with real-life connections to draw in your target audience. Don’t try to be everywhere at once. LinkedIn is a business must-have, although with 1.86 billion users, Facebook is still the platform with the largest user base. It is useful for reaching very specific audiences and gaining customer feedback and is becoming more and more popular for business networking. Unless you have compelling visual or video content, you may not need to jump into YouTube, Pinterest, Instagram or Snapchat right away. Alternatively, if you have mostly visual content or tend to be long-winded, Twitter may not be the best outlet for you. Once you find the best platform for you, be consistent in your post frequency, timing and personal voice. Consistency is key! Find your niche and work on perfecting it. As with building any brand, the substance and perception of your message is vital. Decide early on what your personal brand should say to people; and with whom you want to engage. As you brainstorm content ideas, keep your personal brand mission and your target audience in mind. Once you get started and begin receiving feedback from followers, you can add different types of content and expand your focus, but always keep your audience in mind. Treat your social content like a conversation with a specific person or group to ensure you engage the right audience and grow your personal social brand. Be authentic. In personal branding, it is crucial to let the real you shine. Your connections and followers want to hear from you. Honesty and transparency are highly valued online, and other users can tell the difference. The trend toward live, unfiltered content is proof of this. Use your personality to your advantage. If you’re funny or creative, let your voice come through. People associate you with your company and are connecting with you online because they consider you to be the expert and want to talk to a real human, rather than a brand. We all crave human-to-human interaction and, as far as your bottom line is concerned, that is still how sales are made. By engaging in social media on a personal level, beyond your company’s profile, you will take your company’s online presence to the next level. Listen first and be timely. Social media is a powerful source for relevant news and insightful articles. It’s an easy way to stay up to date on what’s going on in your industry because you can choose whom to follow or which specific groups to join. It’s also a space where you should share your accomplishments and what you’ve been working on. It’s okay to plug yourself or your company as long as you’re also engaging with your business contacts and followers online. Be empathetic, like and share their articles, answer their questions, ask for feedback, start conversations with people you’d like to connect with. Respond to things in a timely manner. Social media is all about an instant give-and-take conversation; that’s how you build a following and make your personal social brand stand out. Connect online and in real life. Networking and attending shows and industry events can help grow your personal social brand. Using a hashtag for an event or show can group your content and help you connect with a specific audience. Like, follow and comment on posts from others in your target audience. These interactions, if done thoughtfully, will likely be reciprocated, and help to boost your online personal brand. If you’re showing thought leadership in your online presence, chances are you will be a more likely candidate to speak and present at shows and events or to give quotes for industry publications as an expert in your field. Build a network and become a thought leader. If you are an expert in your industry and have interesting information and insights to share, LinkedIn or Facebook groups are the perfect places. Seek out a handful of professional groups that are relevant to your target audience and join. Don’t join too many, so that you can actually keep up with them and contribute often. Mid-size groups (a couple hundred to a thousand members) work best so that your posts are not getting lost in the shuffle, but still reach a sizable group of people. Some professional groups have strict rules about what to post, so be sure to pay attention to that and abide by the rules. Again, be empathetic and engaging. When appropriate, feel free to share your own ideas, links to articles, blog posts, whitepapers, etc., and ask questions. If you’re an enigmatic presenter or already have a podcast or webcast in the works, share relevant and interesting audio and videos. You may eventually become a leader within the group. Others will look to you and your personal social brand for expert guidance, and you’ll connect with people you may not have otherwise. Building your personal social brand takes time, but it is a low-cost investment that can be extremely rewarding. With the proper planning, commitment and time dedicated to your personal branding effort, you and your company will reap lasting benefits. Let Foster Marketing help grow your company’s social media reach. Contact us today. Call us at 281-448-3435.
          Dale is a business owner. He is energized by and enthralled with his work. Dale knows his strengths. To keep things going and ultimately growing, Dale has somehow managed to not only oversee his sales team and strategic plan for growing his business, but also trying to come up with marketing tactics to support his vision … and he’s quickly learning what he’s NOT good at. He finds himself wishing he had marketing minds on his team… who love what they do as much as he does. Alex is the lone wolf running his company’s marketing “department” – if you could actually call it that. And if by “running” you mean being asked to do absolutely everything, including some accounting and HR duties on occasion… then yes, he’s running it. Each day he has to decide which looming deadline gets his attention first, with 10 others close behind. Alex is too busy to be strategic, much less stress brand consistency throughout the company. He needs support… and he knows it. Alicia has an internal marketing team at her disposal… and she’s grateful for the support they provide. She’s become a pretty good delegator, once a team member is properly trained and proven his/her ability to deliver what she expects. Nevertheless, it seems each of her team members is maxed out or doesn’t have the exact skill set needed. Plus, her ongoing problem has been measuring their efforts. She knows deep down that she’s not able to deliver the exposure the company needs on her own. She could use some fresh eyes in her camp. Perhaps you can identify with one or more of the folks/people/marketers above… or perhaps you think you have it all under control. In either case, marketing is increasingly responsible for more and more… more productivity, more effectiveness, more leads, more sales. Marketing teams feel strapped with limited resources, smaller budgets and a lack of available training. So here’s a few reasons why you should look beyond your desktop and four walls and land on the doorstep of an ad agency or marketing communications firm:
          1. Fresh Eyes and a Fresh Perspective: No matter how deep you find yourself in a company or a specific project, you just simply can’t see everything all the time. It’s just not realistic. And, often times, a person inside can be guilty of being “too close” to the situation or find themselves losing sight of the big picture. Working with a team on the “outside” helps to alter your perspective in healthy ways and bring new ideas, vision and impressions…ultimately elevating your performance.
          2. Measurable Results:Agencies have active and ongoing methods for measuring return on investment in all different media. Identifying goals and objectives at the beginning of a given project provides for the most comprehensive and effective measurement of results. The outcomes discovered provide insight into understanding the audience and the tactics most effective for reaching the desired outcomes.
          3. A TEAM of Professionals Who Love What They Do: You might not understand the necessity and strategy behind social media marketing – don’t worry – Kristy manages a multitude of channels every hour. You may not know the first thing about backlit graphics or international trade show freight – not a problem – Lindsay coordinates international exhibits across the globe. Don’t know the rules for writing how the media wants to see it, breathe easy because Anna pores over it. The agency is full of professionals both trained and effective in their areas of expertise… using their passion for the success of clients. Using an agency gives you access to a TEAM of experts … all working for you!
          4. Cost Advantages: An agency doesn’t have to be on-boarded, trained or managed. The hiring and training process for bringing in a new employee is both time consuming and costly … not to mention payroll and benefit costs. With an agency coming on, there is no management, no training and even no office space to deal with. Eliminating this on-boarding process and with limited learning curve, you are free to tackle other duties. The single hire of an agency equates to adding decades of knowledge and expertise to your team in one fell swoop.
          5. Industry Insiders: The agency has an advantage with a network of industry contacts — local, national, international and industry-specific relationships cultivated through years of networking and mutual respect. An agency can often accomplish in one phone call what an individual would take days to get done. With an agency partnership, you put these powerful relationships in your company’s arsenal.
          To sum it up, a good working relationship with an agency not only yields outstanding creative results; it adds an entirely new dimension to your marketing game. The agency becomes an extension of your team – albeit with a fresh perspective – bringing years of specialized experience and industry knowledge and relationships. Let Foster Marketing be part of your team. Contact us today. Call us at 281-448-3435.
          No matter where you’re presenting – to an oilfield conference, your company’s board of directors or your blog or Twitter group, adding a little something extra could make a significant impact. What is it that causes a group to remember one person’s presentation and quickly forget another’s? The style and content may not even be all that unique. With similar content, something else makes the difference: the way content is presented.  

          The First Question

          The first question to ask when planning a presentation is to determine what your story will be. Stay out of the presentation software until you’ve done the hard work and you have something really great to present. Once you’ve assembled a great story, now it’s time to decide how to present your ideas. If you’re thinking your next step is developing your standard PowerPoint slide show, it may be time to rethink your presentation options. Slide decks are yesterday’s presentation method. What could be more boring than watching a dull, uninspired slide deck inherited from the last presenter? Sure, it’s possible to teach that way, but it’s no fun – and not very memorable. Unless your audience is taking notes, your presentation will soon be a distant memory. We are constantly exposed to fantastic videos, animations and visual creativity – in movies, video clips, commercials and even Internet posts. So, with an audience inundated with creative stimuli, how do you make your presentation as exciting and memorable as your presentation content?

          Build Excitement

          Think about the memorable presentations you’ve attended. What was different? Maybe the speaker was more animated and didn’t rely on slides. Maybe he or she engaged the audience in a lively conversation or introduced a game. When your audience takes an active role, the information sticks. Speeches are a lot more fun to watch when the speaker is energized and engaging. People also pay closer attention and retain more. Chances are if you’ve ever fallen asleep during a presentation, the presenter’s style had more to do with it than the content. Following are some ways to spice up your presentation:
          • Don’t overdo it. Don’t overuse gestures and body language or do goofy things to get the audience’s attention like shout or throw excess humor into your presentation. Simply be excited about your presentation and do what feels natural.
          • Excitement and enthusiasm. The pair can make a good speech great, and sometimes even help overcome less exciting subject matter. Be excited about your topic and the fact that you’re able to share it with your audience to keep them engaged. Figure out what excites you about the topic and use it to fuel your presentation.
          • You’ve worked hard. It feels good to present something you’ve worked hard on. If you’ve taken the time to prepare and practice, your confidence and commitment to the effort will show.
          • Explore new content flows. Find a way to tell your story in a way that will resonate with your audience’s business problems and specific industry to make your story real for them.
          • Explore visual storytelling. Visuals are a powerful way to connect with your audience. Finding a visual storytelling angle opens up new ways to tell your story. Show your product in action or a brief video testimonial; the more you engage different senses, the easier it is to be memorable.
          • Stand out in the crowd. The most successful presentations find creative new ways to engage viewers. Look for opportunities to shake things up a little. You have to relate to your audience – to their needs, to their desires and to their open and hidden agendas. Listen to your audience, observe them, question them, confirm what you are told and deal with any objections.

          Create a Presence

          When speaking to a group, you are on stage. Presence is the ability to move and influence your audience; to make every member of an audience feel that you are speaking directly to them. Was I “On?” The keys to being “on” are: be your one-on-one self; be prepared; master the fundamentals and nuances of speaking to a group; then be comfortable and make your audience comfortable with you. Some people have natural stage presence. For those of us who don’t, the first step is to realize that your one-on-one self is your best bet.
          • Prepare fully and carefully. Nervousness is easier to overcome if you know what you’re talking about. Remember, you wouldn’t be giving the presentation unless your audience was interested in what you have to say.
          • Dress appropriately for the presentation, not too casually or too formally. Some initial research should give you an idea of what to wear.
          • Make eye contact with as many different members of the audience as possible and be careful with your body language. Don’t show negative reactions on your face. Don’t look at your watch.
          • Move around if you can. This adds life to your presentation and also helps decrease the psychological distance between presenter and audience.
          • Don’t speak in a monotone voice. Put life in your voice.

          Looking for the Extra “Wow” Factor

          The “wow” factor is that little extra that helps to make your presentation memorable. Tools are what you make of them. If you use PowerPoint correctly (only to illustrate your key points, not to display boring lists of bullets), PowerPoint can provide presentations that are memorable and effective. But try stepping outside your PowerPoint comfort zone if you really want to stand out from the rest.
          • Paper the walls. Use giant Post-it pages rather than slides. Break your ideas into “bite-size” visuals. You’ll build a progressive presentation that gains strength with each page.
          • Whiteboard it. A picture is worth a thousand slides … think about how you can visually “explain” the idea.
          • Put it on video. High-impact video segments add interest and authority to your presentation. Customer interviews and from-the-field clips can have a memorable impact.
          • iPad it. Make your presentations interactive by using available technology. Plus, this makes it shareable.
          • Share your presentation. Share your presentation “in the cloud” with software like Prezi, an app that allows non-linear presentations with added creative elements, typography, etc. to zoom, pan, import media, add motion buttons to control the presentation sequence, and generally “amp up” your presentation, as well as display your tech know-how.
          Just remember whatever you do, know your stuff and act naturally. Foster Marketing has been helping companies amp up their presentations for decades. Need a little extra help to add the impact you are after? Call us at 281-448-3435.
          As any good chef knows, it takes more than one ingredient to create a truly delicious dish. It’s often the combination of flavors and textures that make the recipe work. Such is the case in marketing. To build a successful – and growing – business, you must have the right marketing mix for your company.

          What is Your Marketing Mix?

          Your company’s marketing mix refers to the tactics you use to promote your brand, products and services to your audiences. The 4Ps of marketing – product (or service), price, place and promotion are key factors to consider. Foster Marketing has long been an advocate of the fifth P, people, because we’ve seen time and again that people are often a company’s most valuable resource.

          7Ps of Marketing

          As the tools available to marketers have expanded, so too has the level of competition for your audience’s attention. Today’s marketers now have to focus on the 7Ps of marketing – product, price, place, promotion, people, physical environment and process.
          • PRODUCT: Your audience needs to know the significance of your offerings, whether it is advanced technology that brings efficiencies or superior service that can help move their business ahead.
          • PRICE: It is important to show the value of what you are offering, be it a service or product, so the cost your customer will pay is easily justified. Even if your product costs more than what customers have previously paid, they should clearly see they are getting more for their money.
          • PLACE (OR PLACEMENT): Are you being seen in the right place? This can refer to physical geography of your operations, but Foster Marketing advises our marketing partners to focus on where you are placing ads, billboards and participating in industry events to maximize your chances of getting in front of your specific potential buyers.
          • PROMOTION (OR PRESENTATION): How are you presenting yourself in the marketplace? And are you using the right tactics to reach your audiences? Foster advises having the right recipe in place for marketing success by sprinkling in a dash of several marketing tactics that work together to create a successful mix. For one company, the right mix could mean lead generation efforts through trade shows and brand awareness through print/digital advertising, public relations and social media; while another company’s mix may focus on thought leadership via content generation, speaking events and articles and lead generation through product-focused online events and a search-engine optimized website to ensure they are found first.
          • PEOPLE: As we said, people are your most valuable asset due to the knowledge, experience and reputation in the industry, but consider who you should be presenting in the market as thought leaders via speaking events, articles, webinars and white papers, and how you can connect with prospective clients and partners using tools such as social media.
          • PHYSICAL ENVIRONMENT: How are you perceived in the market? As the field of competitors expands, you want to be seen as an established company who can be trusted to deliver. This could include how your crews appear when they show up at a jobsite – professionals who proudly wear your brand and demonstrate your core company values, and also how long you’ve been active in an industry sector and the results you deliver. For Foster Marketing, a key part of who we are is that we have a successful track record of helping energy clients achieve results for nearly four decades.
          • PROCESS: This can refer to how your services are delivered and used; but with the wealth of marketing tools available, savvy marketers have a firm grasp on what happens next in their efforts. For example, what happens after a prospective customer completes an online form requesting a bid; when someone sees your advertisement in an industry publication or clicks an ad online, how do you deliver the next level of information; or when someone shows interest at a trade show, what is the plan for following up? There should always be a path for every marketing effort that takes a prospective customer from casual interest and research to a signed and paying client.

          Add Some Flavor

          As you factor in all of the above and filter through how to efficiently stretch your marketing spend to maximize your potential reach using multiple tactics, the overall impression and feel you present matters. Effective branding adds flavor to your total marketing mix. The messaging, core values, colors and images you use in every campaign should make prospective customers know you are the right choice to meet their needs and make them want to work with you.

          Building Your Recipe

          We help clients find the recipe that works for them by creating an integrated strategic marketing plan — the complete action plan for their marketing mix. We consider how they are currently positioned and perceived in the market, competitors in the sector, what they’d like to achieve and the key value they offer before selecting which ingredients to use in the mix. The right recipe factors in brand awareness, lead generation and thought leadership using efforts that fit their specific industry sector and could include news releases and articles, website optimization and social media, event marketing and email promotion, just to name a few likely possibilities to be included in the marketing mix. As you build your recipe and add a dash of this or that to season your marketing mix, Foster Marketing wishes you much success; and as always, we’re here to help create the perfect flavor for marketing success. Contact us today.

          MORE TOOLS FROM FOSTER

          Use Media Analysis to Prove the Value Of What You’re Getting with Media Buys

          Marketing managers have long felt the burden of demonstrating return for their marketing efforts, but in today’s market, showing results is even more important when you have a limited budget. “Nothing except the mint can make money without advertising.” – Thomas Babington Macaulay Seasoned marketers know that it is crucial to keep a brand in front of the market, especially in volatile times when some companies go silent and others are closing their doors. But, when times get tough, marketing budgets seem to shrink and it becomes increasingly difficult to convince company leadership that this could be the best time to put its best foot forward and step up public relations and marketing efforts. When marketing moves to the top of the list of potential budgetary cutbacks, proven data becomes a marketer’s best defense to show how efforts are impacting today’s buyer, as well as the sales pipeline for months to come. This is where media analysis reporting can come in handy, especially for advertising. A media analysis report provides a clear picture of who your ad will reach, how many potential customers will see your ad and how much it will cost to reach these potential buyers. Budget-conscious executives appreciate having an easy-to-decipher tool that allows them to make informed buying decisions.

          What Should a Media Analysis Report Include?

          One common media planning mistake is only looking at a publication’s editorial calendar and making all your placement decisions solely from this limited information. Sure, editorial content is what helps attract a specific audience, but there are other factors you can consider. For example, consider geography. If you are only active in the United States, should you be buying ads in a publication with 75 percent international circulation? Probably not. Additionally, publications know you are looking for specific audiences, so they usually can provide in-depth demographic information showing their readers by job title, location, industry segment, decision-making power, etc. If you have a clear picture of the target audience you want to reach, this should be factored into your analysis and can be ranked based on how closely a publication’s reach matches your ideal customer. Once you have determined how each publication is used by your target audience, you can take a look at how many potential prospects receive each publication. Most major trade publications provide a Business Publication Audit (BPA) statement showing total circulation. The BPA statement can reliably be used to determine the potential reach of each placement opportunity. Some publications will even sweeten the deal with the promise of extra eyeballs on your ad via bonus circulation at a trade show, pass-along readership stats and the promise of online viewers; however, make sure you are using comparable numbers for each publication. Sticking with the BPA reported circulation can help ensure consistency in your analysis. Next, consider cost. Using the total reported circulation and the cost of each placement, a cost per 1,000 (CPM) viewers can be calculated to make comparing the placement cost of multiple publications much easier to evaluate. Even better would be to develop a CPM for those readers by geography or title. When building a media analysis:
          • Make sure you are measuring apples to apples – evaluate all contenders using the same methodology.
          • Consider each factor important to you separately, such as percentage of offshore market, and give it a separate rank. Once you are done, you can decide which factors are most important to you now or next quarter.
          • Calculate cost per impression using the same reported number such as BPA statement circulation.
          Creating a media analysis report can be a very beneficial tool for evaluating media placement opportunities. While market conditions are difficult, it is important to use all the tools available to best reach your clients and prospects. Additionally, having data that supports your marketing spend is essential and helps prove that efforts align with your company’s overall business goals. Foster intern Chandler Coffing contributed to this article. Foster Marketing develops media plans and strategically places ads to help our clients reach their customers, build awareness for their products and services and turn prospective customers into buyers. Contact us today to discuss your advertising goals!
          Are you banging your head against a brick wall trying to get your company involved in social media? Or, as the person in charge of business development, are you tired of getting line items for digital marketing slashed from your annual budget? You know the value of digital marketing; your problem is a lack of buy-in. But, you can change perceptions by showing real results and soon have your team singing the praises of digital marketing efforts. Digital marketing tactics offer a wealth of avenues to showcase the gains you are making to get your company on board the digital bandwagon. Here are some helpful ways to dazzle them with data to sell your digital success and get buy-in.

          Win Them Over

          Share the Top 5 List Show the Top 5 liked/commented on/shared social posts from the previous month. When your team sees how many people they’ve helped or reached by snapping a photo from a job site, they’ll remember to keep the photos coming. Dig Into the Data If your new business/sales team is actively targeting a specific geographic region through trade shows/industry events and setting up meetings, show them the impact. Using Google Analytics, you can show the number of users from a specific geographic region who have viewed your site in the past month versus previous months. Helping quantify new business efforts is a great way to show the value of digital. Show Them the Leads If you have a request-a-bid form on your website, share a snapshot of all the actionable leads that have come into the website in the past month. Your sales team may get emails to follow up on from your website but showing that multiple leads come in directly through your website each month can have a greater impact and highlight the importance of your ongoing online efforts to keep the leads coming. Ask Google If you’re actively working on optimizing your site, keep track of your SEO progress. If you started out ranked number 30 in the search results for a key term and you now claim one of the top three positions, tell your team where you started but show them what prospects find now when they search for that term … your company! And they are just one click away from connecting with you and your products and services. Send, Receive, Repeat Managing an email list of customers and prospects can be daunting as it is ever changing because of job moves, cutbacks and restructuring. Sending out a monthly or quarterly e-newsletter can help keep you informed of changes – even before a salesperson shows up at the door and finds their contact has left the company. When you get email kickbacks saying Bob Smith is no longer with Company ABC, share these with your sales team. This can be a useful heads-up that it is time for them to show up at the company with a box of doughnuts to find out who their new contact is. Web-event Windfall If you have a new technology or product you are trying to garner interest in, consider hosting a web event. Whether you do it in-house or via an industry publication, you can set it up to capture a list of warm leads that your sales team can follow up on. If a potential customer has viewed the online event on your new product, it may be a perfect time for a sales person to set up a lunch meeting to answer their questions on how your product could help their company. Go for Social Gold Share a comment or endorsement from a customer that was posted on LinkedIn noting your good work and recommending your products and services. Everyone loves to get good reviews! Partner Up to Show Wins Marketing departments sometimes don’t know what happens once a lead gets turned over to the sales team. Team up with sales to show the online leads that turn into sales – with a dollar amount, if possible. Showing that one web lead turned into a $10,000 sale is definitely worth noting. Once your team sees that digital marketing is having a real impact on getting them closer to a sale and changing the way your company is viewed in the marketplace, the social content ideas will come pouring in and you’ll have a much better chance of keeping your digital marketing spend in your next budget meeting. Foster Marketing develops digital strategies to help our clients engage with their customers, build awareness for their products and services and turn prospective customers into buyers. Contact us today to discuss your digital goals!
          As you get older you learn to adapt the Persian adage that “this too will pass” indicating that all conditions, positive or negative, are temporary. Never has this been truer than following the years-old oil and gas slump or the recent election. These two will pass. Despite low oil and gas prices, there are opportunities to grow in the oil and gas industry with foresight and creativity. One of my favorite oil and gas quotes is from Parke Atherton Dickey, the legendary geologist, dedicated researcher and inspiring educator. In assessing the lot of oil and gas exploration (or lack of) he said: "We usually find gas in new places with old ideas. Sometimes, also, we find gas in an old place with a new idea, but we seldom find much gas in an old place with an old idea. Several times in the past we have thought that we were running out of gas, whereas actually we were only running out of ideas."        With oil prices hovering in the mid-40s per barrel and gas at 2.6 MMBtu you aren’t going to drill your way to prosperity without doing things more cost effectively and creatively. It’s going to be accomplished with fresh ideas as Dickey opined – drilling cheaper, faster and safer. Another long-time oilman, Paul Hilliard of Badger Oil (Life at 90, Paul Hilliard Looks Ahead) has been in the oil and gas business for five decades. The 90-year-old Hilliard, who went through the Arab Oil Embargo and the turbulent ‘80s has a pragmatic view of the industry. “Sometimes you’re the fireplug; sometimes you’re the dog.” He looks to the future with hope, despite his age, so how can we do less. Hilliard likes to quote Proverbs 12:25 — “Anxiety in the heart of man causes depression, but a good word makes it glad.” He adds, “Yesterday is a canceled check; tomorrow, a promissory note. Today is cash in hand.” While Hilliard is optimistic, there are a bunch of folks unhappy about the recent presidential election (as well as a bunch more thrilled with the results). It doesn’t matter which side you were on during the election; the sun will come up tomorrow. There’s hope. For those feeling no hope (even though a new President has yet to be inaugurated, pick a new cabinet or pass a law) and may need a therapy dog (Distraught Students Get Therapy Dogs) here are four tricks to take control of your catastrophic thoughts: from Ron Breazeale, PhD, a clinical psychologist in Portland, Maine:
          • Identify your thought as “catastrophic.” Recognize that what you’re thinking about is extremely unlikely to happen—think seriously about the realistic odds. Mass deportations or you’ll lose your healthcare, for example, are possible, but they aren’t likely.
          • Think about the more likely scenario. Force yourself to come up with other potential scenarios—ones that are much more likely to happen. With the above example, consider that Congress will be involved in the immigration issue and that even President Trump has said he wants to take care of pre-existing conditions and extended healthcare for young adults. Then tell yourself that chances are that one of these “more likely” scenarios will take place. The more that you consciously force yourself to do this, the more likely you are to start thinking rationally automatically when you’re stressed.
          • Take action (when possible)In certain cases, there’s an easy way to disprove your catastrophic thoughts and confirm a “more likely” reason for your thinking. Talk to someone whose opinion you respect and will give you an objective viewpoint. But here’s an important part of this step:Make only one call. If you call him or her and they don’t pick up; or make calls to 10 other people then skip this step altogether, because it’ll only inflate your worries.
          • Dig deeper. Ask yourself if the election results are what you’re really worried about. Your anxiety might be manifesting itself as stress about the election, but it actually may be stemming from a separate problem altogether.For example, maybe you’re seriously scared because you’re struggling financially…or maybe you’re panicked about a serious health diagnosis…or maybe you’re not performing well at work. If you figure out the root problem and then take steps to solve that problem, you might find that your catastrophic thinking dissipates.
          • Get extra help, if needed. If the tips above don’t curtail your catastrophic thinking and it’s interfering with your life in a serious way—perhaps it keeps you from sleeping or hurts your relationships, for example—then it’s time to seek help from a psychologist who uses cognitive behavioral therapy. Find one near you by checking the American Psychological Association and ask him or her, “Can you help me with catastrophic thinking?”
          Finally, smile. Let me end on a positive note from one of my favorite songs Smile. And, it won’t hurt to sing along:
          “Smile though your heart is aching Smile even though it’s breaking. When there are clouds in the sky You’ll get by. If you smile through your fear and sorrow Smile and maybe tomorrow You’ll see the sun come shining through For you. Light up your face with gladness, Hide every trace of sadness. Although a tear may be ever so near That’s the time you must keep on trying Smile, what’s the use of crying. You’ll see that life is still worthwhile If you just smile.”
          Our goal at Foster Marketing is to keep you smiling, providing creative, marketing-driven communications helping our clients engage with their customers, build awareness for their products and services and turn prospective customers into buyers. Contact us today to discuss your marketing communications goals for 2017! Happy Thanksgiving!

          Case Studies Allow You to Share How You’ve Helped Other Clients and Prove Your Value

          Over the last decade, the dependency on product and service reviews, online testimonials and social media posts before potential customers make a final purchase decision has grown exponentially. In today’s tech-savvy society, consumers refer to a company’s online presence to see how its product or service stacks up against other company offerings of the same thing. Online reviews and testimonials of consumers who have previously purchased a product or service are one of the resources most heavily relied on by consumers. But how can you leverage these comments to create a powerful marketing tool that can be used throughout your entire campaign? The answer: case studies. A case study can be used to provide current and prospective clients a specific, real-life example of a scenario in which one or more of your company’s unique products or services were used to overcome a challenge, with the final results demonstrating the proven success of your company and solution you provided. Case studies establish proof of validity and quality of services, all endorsed by the success of another client—essentially, a documented testimonial. And it doesn’t stop there. These insight pieces can be strategically repurposed in numerous ways to ensure your company gets its full value throughout the entire span of your marketing campaign. Here’s how:

          8 Ways to Use Case Studies

          1. Website – Case studies can be featured on your company’s website (in addition to media sites) to identify the key points of success such as initial challenges, project goals, processes and final results.
          2. Testimonial – Companies can pull information and quotes from the case study to be used for a customer testimonial section on their website which can then link back to the full case study so prospective clients can keep reading to learn more.
          3. Blog – Developing blog content featuring new case studies provides exposure for your target audiences including current and prospective clients (not to mention the SEO benefits from additional relevant content on your site). Case studies are a great means for identifying with your customers by relaying their needs and demonstrating a proven solution.
          4. Videos – Creating informative videos from previously developed case studies could pique the interest of some of your target audience who would prefer to watch a quick video rather than read.
          5. Social media – Case studies are ideal sharing material for social media platforms allowing you to tag the operator or customer in the post or share within relevant groups to leverage the value of this resource in a way that attracts the appropriate audiences.
          6. Email marketing and newsletters – Case studies, how-to guides and other useful information can be an effective method to attract the attention of prospects – and capture leads. When you provide information potential customers want or need, they are more likely to share their contact details with you, which will help fill your pipeline of potential customers and get them closer to a sale.
          7. Internal use – Case studies are an excellent resource for training your company’s sales staff. The tailored content can be useful in demonstrating to prospects the success and benefits other clients experienced while using your product or service.
          8. Evergreen presentations – Evergreen presentations contain material that will always be relevant to your audience. Developing a brief slideshow presentation focused on the key points of the case study can be used to stir interest, and these presentations can then be made available for future use by your employees across the board.
          Case studies are powerful and effective tools that tell the story of how your products or services align with your customers’ needs. They are relatively inexpensive resources to create and are invaluable in spreading useful information across multiple platforms. The team at Foster Marketing is equipped to not only help you develop strong case studies, but also show you how to leverage these tools across multiple channels to maximize the impact and reach a broader audience.

          Capturing the Media’s Attention Takes Planning

          You have been planning your news conference for months. You are excited about telling your story to the market.  The press kits are ready, the agenda is set and speeches are written. It is show time and you are nervous … will any media show up? In the broadcast news business, getting your story on the assignment editor’s board is how you get coverage. And now, with TV stations partnering with their local newspapers and radio stations, your story can gain traction if you know how to create interest. And, even more importantly, make it relevant to your community – which requires going beyond just who, what, where, why and how.

          Make Your Headline Stand Out

          Perhaps your event is to unveil a new product or service. When the news team is in their 9 a.m. meeting and planning its assignments for the day, why should they pick your event to cover? Remember, you are competing with other companies, organizations and community events for very limited time during a newscast. In an average newscast, only about 13 minutes is dedicated to report local, state, national and world news. Make sure your headline demands attention! It is the first thing an editor or reporter will read. And if it doesn’t make them want to read the next sentence; then chances are you won’t get the coverage you desire.

          Make Your Story Relevant

          How does your story matter or relate to your audience as a whole? As oil and gas marketers you can’t assume that the audience will be familiar with the lingo. It is important to make “TV people” understand why your message is compelling to their broader audience. Your story may focus on:
          • Strong economic growth for a local business which is good for the local economy;
          • A new product has created new jobs; or
          • A new service has caught the attention of potential global partners and now an international spotlight is shining on the local community.
          Whatever it may be, make it relevant to a broad viewing audience.

          Invite Dignitaries

          Always invite local dignitaries (or state or national depending upon its importance) to a media event to lend credibility to your story. Introduce them or invite them to speak if appropriate. Their positive words about the successes and caliber of your company opens doors for future coverage. They also like to be on camera. Let’s face it, good stories are a positive for everyone and public figures relish these opportunities. Additionally, local news teams can often get multiple stories out of one event if they know the mayor, senator, congressperson or local Chamber president will be in attendance. Now you have made your event well worth their time and effort to attend and cover it.

          Make Them Want More

          Give them something to follow up on in the coming months. Keep your story alive and give them some suggestions for follow-up stories. Perhaps your product or service will soon be launched. Can they be on site to get action shots of the new product in use? If not, make sure you send them video. If your focus was creating new jobs, let them interview some of your new employees a few months into the job. Additionally, here are a few more tips to get your story covered:
          • Have a backup plan in case of bad weather if it’s outside.
          • Make sure your press kits contain all of the information needed to tell your story. It may be that a reporter can’t make it so a camera person is sent to get footage.
          • Make sure your event is worth their time so they will feel good about attending the next one.
          Trying to engage the media can be tricky; however, considering these tips to get your event on the assignment board for coverage is a huge step in the right direction. Once you are ready, the only thing left to do is hope that a “breaking story” doesn’t manage to ruin your media coverage. If a late-breaking news story derails your media coverage plans, all is not lost. Offer to have someone go to the studio for a taped interview that could run another day. Are you getting the maximum media attention for your efforts? If not, let Foster Marketing help.
          As a public relations tool, a technical article is a cost-effective way for your company to communicate and engage, at length and in-depth, with large segments of your target market. A technical article can reach thousands of potential readers all over the world, and will often have bonus distribution at a variety of relevant trade shows. Therefore, it is vitally important that enough time and consideration is given to creating an article that really makes the most of your company’s moment in the spotlight. With word counts of approximately 2,000 words, constructing a technical article can be both time-consuming and potentially challenging for clients who are more used to working with heavy equipment than words. Here, we can help break down the anatomy of an effective technical article. Mouth: A technical article is a company mouthpiece; a chance to showcase the voice, or personality, of your company. An article written with very little flair for language will suggest that your company lacks creative communication skills, and consequently the ability to engage effectively with a client in all the complex negotiations inherent in mutual project work. Conversely, an article that is big on overblown sales language, (derogatively referred to as “fluff”) but sketchy on the technical details, will be viewed as nothing more than a disguised form of advertising, and will not be taken seriously as a useful technical resource. It is usually best to adopt an objective, non-boastful tone, throughout an article that supports well-articulated points with solid technical descriptions. Legs: We emphasize to our clients the importance of giving “legs” to any story that is pitched to the media. By legs, we mean that any story for external communication (news release, technical article, press conference, etc.) must stand up on its own two feet and have an interesting and relevant point to make; it must have significant value to offer to the industry as a whole. It is not enough to write a technical article about “business-as-usual” technology that has not evolved in decades. The media is only interested in technical articles that provide something new for their readers. Before beginning a technical article, we encourage clients to answer a series of questions such as: “What is unique about this technology?”; “How is this technology being used in new and innovative ways?”; and “What industry needs have you identified that no one else was capable of addressing?” We call this addressing the “so what?” factor. Head: The article must demonstrate the thought and intelligence of the company behind it, and also work to stimulate the brains of the reader. An effective article should give food for thought. It should leave the reader thinking about the implications of this particular technology for his or her business. It should generate fresh ways of thinking, and stimulate new ways of doing things throughout the industry. This really is the ultimate aim with all technical articles. Arms: An article with arms reaches out in different directions to discuss, or at least hint at, related products, services and technical innovations, even if those topics are not strictly within the scope of the article. By referencing and signposting potential external areas of interest to the reader, you have used the opportunity to connect with readers with all manner of differing business needs. It is always useful to establish connections and spark ideas in the readers’ mind relating to other industry areas or potential applications. After all, a technical article aims to disseminate as much information as possible, and may lead to business opportunities not previously considered. Bones: The bones of the article are the story or narrative that holds everything together, and makes it readable. With so many articles, news stories, blogs, videos and websites vying for readers’ attention, it is vital for your article to be clear, compelling, focused and interesting from the first paragraph. Setting the context for delivering the technical content is key to not only retaining the reader’s interest long enough for them to want to finish the article, but also for them to be able to remember the information relayed, your company’s name and brand names of products long after they have finished reading. Transforming sometimes “dry” technical information into a reader-friendly format that makes the key messages clear and compelling, in order to command the widest readership possible for the article, can be a challenge, but it is worth the effort. Feet: An effective technical article has its feet firmly on the ground and is created as a response to real needs, issues and developments in today’s modern industry. The technology discussed must speak directly to today’s industry decision makers, and demonstrate that the company has acute awareness of the challenges the readers are looking to solve on a day-to-day basis. We encourage clients to cite their most recent project work to support technical examples, and, wherever possible, to discuss current and future technical developments and their reasons behind pursuing them. By bearing in mind these various elements of anatomy that must come together to form the body of an effective technical article, your company will be well-equipped to present a positive company image as a thought-leader, and produce a resource of information that is sufficiently valued by readers and industry publications alike. Need help with your next technical article or other communications efforts? We can help. Call us today at 281-448-3435. 

          What is Your Palette Saying About Your Company?

          At Foster Marketing, our Vice President of Creative Services Vicki Wyatt is fondly referred to as “The Color Police.” When she sees new logo concepts or collateral mockups, the first thing out of her mouth is almost guaranteed to be about the use of color and the reasoning behind the particular choice of color: “Why did the artist choose this? What does it say about the company? What are we trying to convey?” And her personal favorite, “How will this print?” The use of color, while often overlooked, can have a very strong impact on how consumers and potential clients perceive your company. According to research in the study, “The Impact of Color in Marketing,” 62 percent to 90 percent of consumers will make a snap decision on a product or company. Understanding color psychology can help you use this information to your benefit. By playing upon color associations, you can instantly convey your company’s personality, image, plans for the future and your brand position. Foster Marketing has created an infographic on the color of psychology for quick reference when crafting brand and sales material: Color choice is not only important when designing brand elements; but it must also be considered when creating marketing material and advertising content – especially in the digital realm. Color associations can help boost digital conversion rates by attracting the eye and enticing a customer to click. In 2010, a study was conducted regarding responses to various color combinations. This study found that the majority of people tend to favor color palettes with highly contrasting accent colors. This is especially important to consider when placing digital advertising. If the advertisement is appearing on a site with mostly blue colors, a blue button will not be nearly as impactful as a red or yellow button. The simple changing of a button color can impact conversion rates significantly. Color is not a “set it and forget it” decision. While choosing a brand color can put you on the path in the right direction, it must be considered for every piece that a company produces. The entire Foster Marketing team strives to ensure that every sales piece and advertisement we produce puts your company’s best foot forward bringing the most bang for your buck. What is your company’s color palette saying? Does it match how your company wants to be perceived? 

          Radio Should Be Part of Crisis Communication Plans

          In Part I of “We’ll Be Right Back After These Messages … Successful Business Marketing in Radio,” the benefits and strategy of using radio as a B2B branding and product/services messaging medium were discussed. In addition, radio can offer on-the-spot information for public awareness during times of urgency, such as severe weather, environmental impact and other issues. Foster Marketing experienced this first hand as we guided a client caught in the grip of a hurricane. The Immediacy of the Message – Crisis Communications When Hurricane Katrina hit the Gulf Coast, one of the great conveyers of information for the public was radio. With that in mind, Foster Marketing acted quickly to assist a major New Orleans-based client. Fearful for thousands of their employees in the region, the client wanted to assure staff members that all employee services were still at their disposal – paychecks, HR contacts and, more importantly if they evacuated, were they safe? Did they have needs the company could provide? We compiled scripts with a plea for them to contact the company through a main telephone number. The announcement ran for several days on a variety of radio stations in New Orleans, Baton Rouge, Lafayette, La., and along the Mississippi Gulf Coast. The response was tremendous. Valuable information was exchanged for the well-being of the employee, and the company was able to assist many with emergency help. Battery-operated radios were the only means of reaching so many without electricity and the strong messages aired along the Gulf Coast were a lifeline for many of their employees. Helping them during the crisis aided in a smoother transition back to work when conditions improved and operations resumed. The immediacy of radio broadcasting is a tool that should be a vital part of any crisis communication plan. Know your regional stations and contact persons. At Foster Marketing, we already had that information on hand, with the means to prepare a script and deploy the message. Do’s and Don’ts For any message — from branding to product showcasing, to public service — a well-written script and a practical plan are paramount for success. If you are a DIYM (do it yourself marketer), then you need to keep in mind some important steps in planning your campaign. • Do not use telephone numbers in your script unless the number is easily remembered (1-800-Kars for Kids, K-A-R-S, cars for kids) or in a crisis situation as illustrated.. Listeners will not remember them and typically do not have pen and paper handy to write them down. Reference you website as most URLs include a company’s name and are easy to remember. • Frequency is more than a number on a radio dial. If your message is aired while a prime target listener left his car to pump gas, then you missed your mark.The message must be repeated several times per day or over a number of days to ensure that your target audience has heard your message and processed its meaning and value. • Frequency is more than a number on a radio dial. If your message is aired while a prime target listener left his car to pump gas, then you missed your mark.The message must be repeated several times per day or over a number of days to ensure that your target audience has heard your message and processed its meaning and value. • Don’t let a station sales rep convince you that they are the only station you need. Ratings are fine, and the station your colleagues or mother-in-law listen to may be the popular area choice, but is that your specific target? Better to have fewer specifically targeted listeners hear your message and respond favorably than to have your message fall on deaf ears. • Always present a positive image, even in crises. No one wants to call their car insurer (that usually means bad news) but remember – you are in “Good Hands with Allstate.” • Your message can be professionally produced by a production company (this can be quite pricey and sometimes necessary) but most stations offer production of the commercial as part of the schedule cost. Ask for a generic voice, not a popular show host. Demand excellence and revised production if you are not satisfied. And when the perfect recording is made, ask for the electronic file to provide to other stations thus, the generic voice so it will not be easily recognized and more readily accepted at other stations. According to Entrepreneur Magazine, an Arbitron study shows that radio reaches 94 percent of everyone ages 12 and older. Ready to reach across the airwaves in a strategic and professional manner to grab those 94-percenters who are waiting to hear from you?  Foster Marketing can strategically plan and produce your radio campaign to help you reach a specific audience. Contact us to set up a meeting. Did You Miss Part 1 of This Article? Read “We’ll Be Right Back After These Messages: Successful Business Marketing in Radio.” Knowing where to place your message is critical. Foster Marketing explains why radio could be a valuable channel to reach your target audience and deliver your message.
          We’re all in the business to get business and new business is the backbone of any company. Generating sales provides the revenue to keep companies alive. But how do you get the business? The sales pipeline tells us to embrace a large audience and funnel through the buyers who need our product or service. But how do we do that? Accurately qualifying your leads is the only way to turn them into clients. Consider the following questions as a way to “score” or evaluate your leads: Can You Provide What They Need? Your company has an offering, but is your offering what this potential buyer really needs? Don’t promise what you can’t deliver. If a prospect is looking for something you can provide, great; but, if you can’t deliver, don’t be afraid to redirect them to someone who can help them. To guarantee you’re not providing false hope to potential buyers, make sure each member of your team thoroughly understands your company’s capabilities. Your company may not have an in-house animation team but does have an in-house creative team which is partnered with one. Therefore, your company can provide animation services. If you’re a construction company, don’t promise interior decorating services. If you can’t provide what they need, they should no longer be on your prospect list. If you are capable of meeting their needs, assess the next step in evaluating the lead: their timeline. Working with a Timeline Fast, great and cheap. Which two do you want? That’s an old saw but true. Understanding a potential buyer’s timeline is essential to a successful relationship. At Foster Marketing, we often have prospects come to us needing something created and produced within the next month or even the next week. While we have the capabilities to ensure a quick turn-around, working within tight time frames runs the risk of producing work that is less than perfect. Working with a reasonable timeline ensures your company can produce the best quality work. It’s OK to turn away business if a prospect has an unrealistic timeline. The Internet has allowed our society to set a precedent for immediate gratification, but Rome wasn’t built in a day, and your work shouldn’t be either. Don’t let the pressure of working under an impractical timeline damage your business. If you can’t meet the timeline the prospect is expecting, they’re not a hot lead. Try revisiting them later to see if they have new opportunities with reasonable timelines. If you can meet the deadlines, proceed to the next evaluation standard: budget. A Budget Signifies a Plan  The elephant in the boardroom is always budget. No one knows how much they should spend, and the ones that do know, won’t disclose it. However, when a lead is transparent about their budget, it signifies a plan is in place. If a certain investment amount has been allocated to a certain project, it’s because that project has a purpose and is a priority to the company. Don’t spend an unnecessary amount of time on a lead with no budget — they often don’t have a plan. Budget is also important because it provides a way to really tailor a plan to a prospect’s needs. Presenting a prospective client who has a $3,000 budget with a $30,000 plan won’t help them — but you wouldn’t know their budget if they didn’t disclose it. If a company with a need you can provide has a realistic timeline to work with but doesn’t have the money to invest, turn them away. Revisit them later to see if they have a budget that’s compatible with their plans. If a lead has a need you can fulfill, a realistic timeline to work with and an appropriate budget, they’re an A list lead — go get ‘em!     Keeping Score
          Lead Type Can you provide what they need? Can you accomplish it in time?  Can they provide the appropriate investment?
          A Yes Yes Yes
          B Yes Yes No
          B Yes No Yes
          C No
          Learn to Manage Your List We all have lists: to-do lists, to-buy lists, to-see lists. In business, the most important of all is your contact list. It should be kept up to date at all times. Having the most current status of your leads captured in a customer relationship management (CRM) system keeps your sales team from having meetings with unqualified leads, pursuing a prospect with no budget, etc.     Beyond the evaluation aspect of knowing your leads, your company should also be building relationships with them. How can you foster a relationship if you don’t keep track of someone as they switch companies, are promoted into new positions, get married, etc.? Having an updated list enables you to respectably touch base with your prospects periodically, ultimately permitting your company to accomplish the core aspect of positioning: staying in front of your prospects. They may not have a need for your services today, but tomorrow that could change, and you want your company’s information to be immediately recalled and readily on hand. At Foster Marketing, we achieve this through “mail, call” — that is, we mail then we call, then we mail, then we call. The mail is always an attention-getting piece that will immediately grab a prospect’s attention and gets them reading further. But how do you do this? Provide something of value, something that benefits them, something that they can learn from — an informative blog or e-newsletter or a seasonal or clever mail piece. This way, not only are you remaining in front of them, but you’re simultaneously positioning your company as a thought leader. After sending the relevant piece of information, we follow up with a call to confirm receipt. Whether the call turns into an opportunity or not, we are having an informational conversation with a lead on our list about a topic of interest to them. This step completes the cycle back to building a relationship with that prospect. Assessing needs, timing and budget provides a concrete solution to evaluating your leads. If your company can provide what they need, within their time frame and budget — they’re an A list lead. If your company can provide what they need, but they have an unrealistic time frame or don’t have the budget to invest, revisit them at a later date to reassess the opportunities for you to work together. Most importantly, make sure there is a process in place to keep all of this information from maiden names to project opportunities up to date and accessible (typically through a CRM) to the necessary players in your company. Happy hunting! Acting as a full-service strategic marketing partner, Foster Marketing is skilled at building awareness and capturing the attention of target audiences. Call Foster Marketing today at 281-448-3435 to set up a meeting to discuss the potential of Foster Marketing partnering with your company.
          Long before iPods™, eons before Pandora™ and YouTube™, and a lifetime before Sirius XM™, there was good ole radio. Baby Boomers and Yuppies remember dialing up their favorite station and calling in requests to their favorite DJ, catching the weather and a sports score — and yes, diggin’ silly jingles and funny commercial messages. Some say video killed the radio star, but they could not be more wrong. Radio is alive and well, reinventing itself to compete with message-free entertainment. But I am biased. I made radio broadcasting my career for 18 years. It’s from this experience and my current role as a media planner/buyer that I heartily endorse it as a medium for projecting a business marketing message. According to Entrepreneur Magazine, an Arbitron study shows that radio reaches 94 percent of everyone ages 12 and older. And with many stations streaming their programming over the Internet, the other 6 percent is probably being tapped as well. But running a successful radio campaign takes some savvy know-how and intelligent planning. Caught Between a Rock and a Hard “Spot” Knowing where to place your message is critical. In a B2B world, the likely target of the message would be the business consumer. Radio may not be the best place for a manufacturer to advertise a piece of surgical equipment in the hopes of reaching a neurosurgeon, but if that manufacturer needs to hire 100 people to produce the equipment, then radio is the perfect recruitment vehicle for a business-to-community effort. The announcement (please don’t refer to them as “spots”) could run between Led Zeppelin and Bon Jovi; Brad Paisley and Blake Shelton; Beyoncé and Usher; or in a news adjacency with equal reach. Recruitment messages are ideal for most radio formats and give the business the added bonus of exposing themselves as a community economic leader. Conversely, if a publicly traded business wanted to reach potential investors, running a message campaign during the Snoop Dog Power Hour may need reconsideration. Talk radio offers a plethora of popular programming geared for more targeted and like-minded listeners. News, financial and other business programs are winning positions. A sponsorship or pregame position for college and pro sports broadcasts offering local advertising slots is a strategic way to reach a potential investor. For Community Branding, Radio is Solid   Feel good or community branding messages can fit just about any format and tap into the awareness of local citizens. Is your business a major contributor to a regional scholarship program? Involved in Habitat for Humanity or other social projects? Pride in community is a strong message and positions your business as a leader and supporter in its own neighborhood, even if the corporate office is thousands of miles away. It’s a great message during a local high school football game broadcast. There is a window for successful B2B product and services messaging if strategically planned. For example, along the Gulf Coast, oil and gas-related companies advertise specific products and services because the operators who use them are located here in abundance. Aggressively placing those messages at the most opportune positions (news, financial programming, business programming) will maximize the potential for a rig operator to learn about your drill bit or specialized casing. Look at the concentration of product to the buyer potential in your area to see if the market is palpable.     Finding the right outlets can be challenging. Just because you favor a particular station doesn’t necessarily make it an appropriate vehicle. A broadcast company sales representative will whip out Arbitrons and other rating reports to showcase a station’s numbers for “males age 18-34” in various day parts. They will dazzle you with numbers that are handy for retail advertising, but business radio marketing must be much more strategic. Partnering with a strategic marketing firm such as Foster Marketing will allow you to explore options for creative placement. We have no vested interest in one particular station and we are media experts who look at the broader picture for your best interests.     In Part 2, we will examine the role of radio for business public relations and crisis management, and take a look at how to write the perfect script. Don’t touch that dial! We’ll be right back!
          You have an industry trade show coming up in the next couple of months. Your booth space is solidified, your objectives outlined, a theme established, booth structure prepped, furnishings ordered, graphics approved, literature printed, advertising submitted, pre-show invitations designed and pre-show email blasts scheduled. All you have left to do to tie everything together is promotional items – but how do you choose what to give away? These tips will help guide you in determining what’s worthy of staying in the bag and what’s destined for the recycle bin. Consider the Target Audience If you want your promotional items to be well received and memorable, you must first examine who your target attendance is. Take a look at demographic information such as gender, age, geographic location; and also consider behaviors, attitudes and values. This will help clearly define your target audience and tap into its wants and needs. When you take the time to get to know your target market, your brand appears intelligent and significantly more relevant to those you most want to reach. Consider the Objectives and Theme Trade show objectives drive a theme, which sets the platform for your brand image and presence at the show. A theme provides consistency from graphics and animations to direct mail invitations, website promotion and advertisements. Let this clear and well-thought-out theme play into your promotional items so your audience can identify with what you are promoting at the show and remember it long after it adjourns.
          FACT – 83 percent of consumers like receiving promotional products with an advertising message, according to the finding from “Effectiveness of Promotional Products as an Advertising Medium.” FACT – 76 percent of consumers who currently possess promotional items they received within the last year can recall the advertiser, the message and the promotional product received. Consider Practicality Usability is vital when it comes to choosing promotional items. Consumers are far more likely to keep items they find useful. Practical promotional products ensure that your customers and prospects will continue to use your branded pieces long after they are received, thus generating continuous brand exposure. FACT – 69 percent of people generally keep promotional products if they have a use for it. FACT – Consumers keep promotional products in their kitchen (91 percent), workspace (74 percent), bedroom (55 percent), and in pockets or purses (24 percent) because they are useful. Consider Quality Do no sacrifice on quality to capitalize on a lower price. Your brand image is on the line! Consider the perception of your company based on the quality of your giveaways. For example, if you invest in cheap pens that quickly run out of ink, recipients may question your company’s focus on quality and attention to detail, then promptly toss it in the trash bin. On the flip side, if you invest in high-quality pens which are nicely designed and long-lasting, they would be used frequently because of proven dependability, increasing your number of impressions and brand recognition exponentially. FACT – More than 50 percent of promotional item recipients keep a promotional product anywhere from one year to more than four years. Familiarizing yourself with your target audience, aligning your promotional strategy with the pre-established theme and objectives and committing to practicality and quality is a surefire way to ensure your promotional items are not destined for the recycle bin. Taking time to learn about your audience, creating a connection to your theme and providing an item that is useful to your audience will ensure your promotional items have impact. When it comes to giveaways for your next show, you’ll have it in the bag. HOW LONG WILL THEY STAY AROUND? More than 50 percent of promotional item recipients keep a promotional product anywhere from one year to more than four years. Did You Miss Our Last Branding Article? Read Branding Basics: If You Think Your Brand is Just Your Logo, Think Again where we covered what a brand is; maintaining a strong brand; and why you should care.
          Understanding the value of a well-respected brand is easy… identifying what makes up a solid brand is a completely different challenge. As a follow-up to the previously published Fostering Ideas article, “Branding Basics: If You Think Your Brand is Just Your Logo, Think Again,” we shed some light on the many components that influence branding. Brand Identity Components A brand is created in the mind of the user. While most companies and products can become quickly outdated, a brand can stay forever young with an enduring sense of quality and credibility. Note: An identity is what a company creates; an image (brand perception) is what the public creates. Brand Values Brand values are what a brand stands for, what it truly is and its justification for existing when there are so many other similar products or options in the marketplace. Brand Personality A brand personality describes how the brand relates and communicates to its market and consumers. Just as people build relationships with each other, so does a brand’s personality build relationships with people (i.e., customers and influencers). A person’s personality is affected by nearly everything associated with that person — so too, is a brand’s personality. Visual Identity The visual identity of the brand is the recognizable physical form with which the brand distinguishes itself from others. The brand’s visual identity is expressed by a logo, colors, design features, packaging, trademarks and other elements that connote a feeling. Brand as Company Brands struggle to find points of differentiation. A variety of characteristics may be used as elements that differentiate vision, talent, products, innovations and processes from competitors. Culture and values, people, loyalty, community, market success and other attributes are powerful factors that will contribute to how clients and prospects will value the brand and the promises for which it stands. Brand as Technology Current and prospective customers may be familiar with the benefits of a well-run company and its technologies; however, the true benefits of the branding process are to help move customers and prospects from experiencing a sense of discomfort in the initial stages of a search for the right product or company to a sense of satisfaction and joy at the conclusion. So, brands that relate a sense of comfort and trust through the different decision stages — from research to purchase — transcend beyond price once the prospective buyer understands that the technology is going to deliver the desired result. By expressing technology in human terms, the brand identity can enhance and motivate preference and encourage peace of mind among customers and prospects. Brand as Product No other aspect of business better personifies a brand than the actual product. While customers may forgive almost all aspects of what a company “is,” they will never forget an impaired product. A strong brand will help offset the natural tendency to be concerned after the purchase. Brand as Buyer The most critical aspect of the creation of a brand is the customer perception of and relationship with the product and company. A brand will not be successful unless its focus is first driven and defined in the terms of the buyer and user experience. Considering all of this, starting with a careful quantitative analysis of buyers, users and influencers is a sure way to launch your branding efforts. Stay tuned for the upcoming Fostering Ideas article on “Market Research: Informing Your Brand.” Did You Miss Our Last Branding Article? Read “Branding Basics: If You Think Your Brand is Just Your Logo, Think Again” where we covered what a brand is; maintaining a strong brand; and why you should care.
          Having trouble deciding whether to hire an outside firm to handle your marketing needs? Think of it this way:      You’re driving down a busy highway and are right around the corner from your destination, when all of a sudden, you hit a bump in the road. Well, this little bump turns into a big bump in your figurative journey and your car comes to a dead stop in the middle of the road. You’re stranded. You have two choices: Try to fix it yourself or call a professional.       If you try the fix-it-yourself route, sure, you may get it up and running long enough to make it to your destination, but how long do you really think those quick-fix reinforcements are going to last? The fact of the matter is you’re likely going to experience more trouble down the road — quite possibly not far from where you initially broke down. So, why not just call a professional in the first place? Let someone fix it the right way, the first time. As an intern at Foster Marketing, I have gotten an inside look at business-to-business marketing communications and have formed my own opinions on why hiring an outside marketing firm can be beneficial for most, if not all, businesses. The experiences I have had as an intern have given me first-hand insights into some of the many ways a professional firm can help businesses manage marketing communications efforts the right way, the first time. Consider the following benefits of hiring a marketing communications firm: Size Doesn’t Matter  One common notion is that only large companies can benefit from hiring an outside marketing firm; however, nothing could be further from the truth. Any business, large or small, could benefit from gaining a new perspective. This objectivity will give you a feel for how potential clients view your business without the risk of trial-and-error marketing strategies. Even if you have an established in-house marketing team, an outside firm can provide additional support should your in-house team need assistance. Teamwork is Dream-work  A good marketing firm strives for solidarity. Each member of the team brings different specialties, experiences and perspectives to the table. Rather than hiring an additional staffer, using an outside firm brings in a full team of professionals who are ready to help you build your business. They’ve Got Skills By bringing in an outside marketing team, you’re enlisting the services of experienced professionals with high-caliber skill sets. The ideas produced by a marketing firm enhance in-house resources and capabilities. Marketing firms typically have direct access to professionals who are skilled in the latest technologies and efficiently produce professional-grade work. This is great news for small businesses that may not be able to afford the software, licensing and training needed to fulfill certain efforts. Finding a firm with expertise in your field offers even more benefits. Foster Marketing is an expert in oil and gas and energy industry marketing communications, making it especially attractive for businesses in that sector. More Bang for Your Buck Many times, firms assign marketing tasks to non-marketing staff members which forces these team members to postpone their daily tasks to familiarize themselves with the many facets of marketing communications. Marketing firms are already familiar with everything involved in building a successful brand, creating awareness and generating quality sales leads. Another key advantage I have witnessed at Foster Marketing is the numerous domestic and international relationships with the media and vendors that have been built over the years. Long-term relationships — from booth builders to printers — ensure client needs are met on time and on budget. Hiring an outside marketing firm gives you access to both that firm’s resources and their professional network — it’s like a two-for-one special! I have had the opportunity to sit in on several meetings while interning at Foster Marketing and have heard the phrase, “marketing communications is an investment.” So, instead of pondering whether you should hire an outside marketing communications firm, consider if your in-house services will suffice to get you far enough down the road or if you are ready to fix it the right way, the first time. Taking a hard look at your goals, upcoming needs, the level of competition in the market and available in-house resources is a good place to begin. If you decide to hire a marketing communications company, I’ve seen the team at Foster Marketing in action and can assure you they are focused on meeting their clients’ needs, delivering quality marketing materials and offering ideas that help companies achieve their goals. I’ve found that every meeting I attend with a Foster Marketing team member is a new lesson in strategic marketing communications!
          Many clients come to us for help creating, managing or reinvigorating their brands. Often, our help includes providing a better understanding of exactly what a brand is and why it is an important component in business success. In this article, we cover a few branding basics including what a brand is; maintaining a strong brand; and why you should care. Emphasis of Early Branding Brands and branding have been around since the start of commerce. As is still true today, branding helped identify goods and services from a specific manufacturer – and added value. Positive associations with a maker allowed a manufacturer to charge more for his branded product than competitors or unbranded products. Today, distinguishing a company or product is infinitely more complex – and more competitive; however, the primary function of a strong brand is largely unchanged. Ultimately, the goals of branding are to establish a powerful, relevant identity in the minds of customers; encourage customers’ initial consideration; ease their purchasing decision; nurture an ongoing relationship between seller and buyer; and build pride among employees. For years, marketers have been talking about branding in terms of brand essence and brand awareness and focusing on defining the brand, growing the brand and defending the brand. But what is the brand? And, more importantly, what does all this mean for your company? In addition to price, availability, technology, function and the attributes of a product, buyers take into consideration their perception of a company’s:
          • Reputation;
          • Experience;
          • Expertise;
          • Quality;
          • Consistency;
          • Honesty; and
          • Standing in the community.
          My Logo is My Brand, Right? An over-abundance of articles, blogs and books have been written on what a brand is, but a company or product logo is not a brand. A brand, or more accurately a person’s reaction to a brand, is an emotional feeling created by personal experiences with the brand.

          Branding is the collection of actions and approaches taken to establish and maintain a positive understanding of, and relationship between, the brand and its publics.

          Over time and with much effort, a logo mark can become the recognized symbol of this relationship and the promise of an expected experience. But, it is an oversimplification and inaccurate to think of a logo as a brand. Where’s the Brand? Creating and supporting a strong brand and positive brand experience is what companies and product stakeholders aspire to do. A brand is a reflection of a corporate vision or mission. Since the meaning of and reaction to your brand exist in the mind of the consumer, your brand must speak to those it is intended to serve – the customer. Your brand and brand promise must speak directly to not only meeting business needs and goals of customers, but to their feelings, desires and aspirations, too. Why Build a Brand? “A company’s brand is the primary source of its competitive advantage and a valuable strategic asset.” David A. Aaker, ET Grether Professor of Marketing and Public Policy (Emeritus), University of California, Berkeley Strong brands claim greater market share and higher price premiums; experience lower customer churn levels; attract and retain quality employees and customers; block out competition; and can co-brand or expand into new business areas more easily. They are less likely to fall victim to commoditization. They lead, innovate and create niches rather than try to compete for what others have already carved out. The stronger your brand, the more flexibility you have as a company. You also will experience a higher staff morale, which leads to greater productivity. A brand is not a face a company wears; it’s a true reflection of the experience of interacting with that company. A respected and recognized brand is one of the most valuable assets a company can own in today’s global economy. See what else brand building can do for your company. A strong brand:
          • Recognizes that everyone is a customer – prospects, buyers, investors, influencers and employees;
          • Encourages emotional connections beyond intellectual property and technological solutions;
          • Builds a perception of leadership and differentiation – major competitive advantages;
          • Drives first-choice preference and retention;
          • Increases the value of relationships beyond price and need;
          • Influences consideration and satisfaction among investors;
          • Supports the credibility of new products and solutions; and
          • Symbolizes the immediate values of the company.
          A strong brand also can:
          • Decrease price sensitivity;
          • Increase customer loyalty;
          • Increase bargaining power with retailers;
          • Increase flexibility for future growth;
          • Increase the ability to hire and retain talented employees;
          • Increase the ability to focus the organization’s activities and resources;
          • Increase market share;
          • Increase stock price; and
          • Increase shareholder value.
          Branding Supports Selling Establishing and reinforcing a brand will add perceived value when customers are making partnering or purchasing decisions. Why? Because customers will buy from; invest in; partner with; trust the offerings from a company more readily if that provider has a strong, recognizable brand. That is the difference between selling and branding. Selling offers a product, service or solution focusing on price, functions and benefits. A product is faceless and often known only for its features, advantages and benefits. A product can be commoditized and devalued to purely functional attributes. A product, even one that’s based on an advanced technology, is not inherently competitive, especially when up against established processes or providers. By creating a strong recognizable brand it becomes possible to package solutions, products and technologies with the character of a company – with innovation, creativity, professionalism and honesty – to reinforce the sale. What Influences Your Brand? Your brand is much more than just your logo. Your corporate identity – logo, colors, paper stocks and other identifying graphic material – is one component. However, there are many components that influence your brand: your marketing strategy; public perception; employee identification with the brand; and every customer interaction, whether one-on-one or via the web, advertising, public relations or broadcast media. It’s how your staff answers the phone; how easy your website is to navigate; the condition of your facility; how quickly staff respond; the tone of your communications; and even, in the case of a retail environment, how your store smells. It’s the sum total of every experience people have with your company. Here are 10 key guidelines to keep in mind to build a successful brand from an article by Brad Van Auken, author of Brand Aid.
          1. Get top management support, it’s crucial;
          2. Gain profound knowledge of your customer, it’s essential;
          3. Understand relevant differentiation – not price and not product features but benefits – is the defining aspect of a brand;
          4. Be sure the corporate culture reinforces the brand positioning;
          5. Deliver against the communicated brand promise;
          6. Link brand planning to the business’ strategic planning process;
          7. Don’t apply branding decisions at the end of the product development process;
          8. Don’t confuse brand management with product management;
          9. Don’t try to own cost-of-entry benefits at the expense of owning differentiating benefits; and
          10. Don’t focus too much on product attributes and not enough on brand benefits in marketing communications.
          For this reason, brand creation must first start with a careful quantitative analysis of buyers, users and influencers and a solid understanding of what a well-respected brand encompasses.   Watch for these upcoming Fostering Ideas articles: Breaking Down a Brand and Market Research: Informing Your Brand
          In a world overwhelmed with Facebooking, Pinning, Emailing, Tweeting, Sharing, Following and all things online, a few traditional advertising techniques are still alive and well. Remember that eye-catching design or the catchy phrase on that billboard the last time you traveled down I-10? That’s right: billboards are still stealing attention and raking in sales for businesses across the United States. Outdoor advertising had a 3.5 percent increase in revenue in the third quarter of 2013 compared to the same period in 2012, adding up to more than $1.6 billion, according to the Outdoor Advertising Association of America. These opportunities are everywhere, including 158,868 billboards, 4,900 digital billboards, 165,606 poster billboards, 33,336 junior billboards and 4,029 wall spectaculars around the country. Why do we recommend billboard advertising to our clients? In an area like Houston, billboards reach millions of travelers every day. With an engaging message, companies can quickly capture the attention of potential customers in an instant. What else are you going to see when you’re stuck in traffic on 610, I-45 or I-10? Focusing on that instant is a must in billboard advertising because two to three seconds is all you have to win viewers over. And, we always say “First, you have to grab their attention.” Over the past 30 years, Houston politicians have reduced the number of boards in the city from 10,000 to 3,000, making the ones left standing even more valuable than before. Less clutter means more attention on your message. But what do you include in that message?

          How do you grab viewers’ attention?

          When it comes to billboards, your message must be short (seven words or less), sweet (inviting and intriguing) and to the point (tell how what you are presenting impacts the viewer). Short time span, high frequency rate. While the viewing period of your billboard message may only last a few seconds, viewer frequency is often very high as commuters travel many of the same routes daily as they head to work, school, the grocery store and gym. In addition to your message being seen frequently, billboard advertising also allows you to strategically position your message. Whether a directional board near your manufacturing facility or a board targeting your market in the heart of Houston’s Energy Corridor, you can select the location that will attract the type of viewers you want your message to reach. A “rotary plan” can also help enhance the viewing of your message. In this arrangement, a company purchases three boards in a central area each featuring a different message. Every month or two, board number one is moved to site two, bulletin two to site three and so on. This allows three different messages to be seen by using one board. Focusing on the target audience in a given area is just as important as assessing the physical condition of the area where your board will be. Consider any construction taking place during the span of your messages display, the height of trees, etc. It is important that your board is (and remains) visible. Preferably, a board should stand alone. If it’s joined by too many other boards, the one closest to the road has the best chance of being seen. Too many panels, too close together, lead to viewer confusion. Some may consider billboard advertising as an outdated or ignorable media — but there are a wealth of possibilities to liven up any billboard message, including cut outs, extenders, embellishments and even digital displays. Digital billboards allow you to animate and update your ad frequently. Think about that last time you were stuck in traffic or sitting at a stop light. What were you doing? While you are staring through your car window waiting to continue your drive, you likely saw an animated or static billboard with a message designed to make an impression on you in three seconds or less — whether you consciously remember it or not.

          Billboards as a social tool

          As powerful as billboard advertising’s potential, Foster Marketing has developed another advantage for this form of advertising. As a matter of course, we receive an on-location photo of any recently installed billboard as proof that the signage was posted as expected. We can then provide a social media post with the new billboard and location to showcase a client’s geographic reach. And, you guessed it, the posts capture online attention. Similar posts have skyrocketed in views and likes — some reaching as many as 1,400 views while other posts only reach about 350 views. And social media isn’t the only good pairing for billboard advertising. According to the UK’s Radio Advertising Bureau, pairing billboard and radio advertising can be a winning partnership. While radio messages have the ability to target a specific audience at a relevant time, billboard messaging can be positioned to be geographically relevant to an audience. The two media formats can also work together to maximize timing and location to breed even more successful results. For example, radio spots targeting a Hispanic audience could play off a directional board strategically positioned near highly Hispanic areas of a city. Key takeaways:
          • Pick an ideal location with the amount and type of traffic you want.
          • Keep your message short and make it eye-catching.
          • Cross promote your billboard efforts on radio and social media.
          • Work the repeat viewer factor as travelers will pass multiple times a day.
          In recent years, outdoor advertising has come to fill a new need. With the growth of self-serving information in an instant on the internet, manufacturers have lost some of the value of the in-person sales where a salesperson can “sell” his or her recommendations. Advertising has been called upon to fill the gap by preselling the customer — if the prospect is exposed to the advertising prior to making the actual purchase, the advertiser has a better chance of being remembered. While there is an increased emphasis on cell phone and tablet use, we should remember that customers are being more mobile because they are traveling, which makes billboards an attractive option for gaining their attention as they zip along. Thought provoking? For more of this type of thinking, call Foster Marketing today at 281-448-3435 to schedule a meeting.
          You’ve seen the headline news stories. Hollywood Director Michael Bay Suddenly Stops During Press Conference and New York Sen. Chuck Schumer Says, “No Comment.” As viewers, we feel the awkward tension when the teleprompter fails and Michael Bay isn’t prepared to speak, and we know what Sen. Schumer is thinking when he says, “No comment.” As communicators, we need to ensure that public appearances for our organizations are planned, practiced and delivered with skill. These straightforward do’s and don’ts will set the tone of your presentation – because practice and preparation are crucial.

          DO

          • BODY LANGUAGE: Throughout your presentation, it’s okay to use natural hand gestures, move around the podium or point to supporting slides. Remember to make eye contact with the audience, maintain good posture and use positive facial expressions. • SPEECH: Speak slowly, and enunciate your words. A natural inflection in your voice will communicate sincerity to your audience. Read through your notes out loud, then video yourself giving the presentation. While it may seem like an uncomfortable exercise at first, it will allow you to correct any awkward habits. • PRESENTATION CONTENT: Use photos and videos to better illustrate your message. Keep slide content, especially written content, minimal to allow your audience to easily follow your key points. It’s a good idea to bring your presentation in several formats such as on a USB drive, in an accessible email account and stored on your computer • RESPONDING TO QUESTIONS: When someone asks a question, remember to speak in sound bites. This allows your thoughts to easily and accurately be used within an article. Learn to deflect negative questions with positive answers that direct the conversation back to your key message.

          DON’T

          • BODY LANGUAGE: Don’t hide behind the podium or use negative or closed gestures such as folded arms, bad posture or a blank facial expression. • SPEECH: Don’t talk too fast — your audience won’t retain the message. Additionally, reading word-for-word from your notes (or slides) will lose the attention of your audience and make you appear unprepared. • PRESENTATION CONTENT: Don’t select distracting or illegible fonts and colors for presentation slides. If your content is technical, avoid the use of acronyms if you don’t have time for an explanation. Most importantly, don’t solely rely on technology – it often fails. • RESPONDING TO QUESTIONS: Don’t speak “off the record” — the audience could be recording your presentation. In fact, always assume someone is recording your presentation. If asked a tough question, avoid using the phrase, “no comment.” This two-word excuse is typically associated with guilt, which can be avoided by replacing with the better phrase, “I don’t know, but I will look into that.” Using these straightforward tactics will enhance your confidence and credibility while positioning yourself and your company as industry thought leaders.
          Let us help you plan your 2014 press conferences and speaking engagements. Call 281-448-3435 or 281-448-3435 to schedule a meeting with Foster Marketing to discuss how we can help prepare your employees and executives for upcoming presentations.
          It’s 8:30 p.m. and I’ve been standing in the Mercedes-Benz Superdome’s Stadium Club on the 300 Level for more than two hours. Recently renovated, Anheuser Busch has held the sponsorship rights to the room for several years. In previous years the Bud Light logo was projected on the wall but with a bevy of high-profile events on the horizon, Anheuser Busch was eager to maximize this sponsorship opportunity. Discussed is changing the fascia of the bar from its painted stripe design to the beer maker’s trademark blue condensation pattern. I silently applaud Anheuser Busch’s persistence to maximize its sponsorship dollars. Anheuser Busch knows something many potential sponsors fail to realize: You have to work your sponsorship in order to get the most out of it. When it comes to sponsorships, the rule is: If you don’t ask, the answer is always no.

          Why Sponsorships?

          Sponsorships are a great way to launch a brand and to be seen as a major player in the marketplace. They are also great for community outreach and a way to boost your level of interaction through social media and dialogue within the community. Why is Bud Light so pervasive in sporting arenas? They have a strong sponsorship plan that grants them high-profile visibility in sporting facilities and aids their brand recognition efforts. If you’ve been staring at a Bud Light sign for long enough, sooner or later you’re getting up for that beer. You can also leverage your sponsorships in your company’s advertising and social media program to engage with the marketplace, giving you reasons to reach out and post non-sales related messaging. For example, if you’re sponsoring your local sports team and you tweet about an upcoming game or recent win, you will most likely get re-tweets or more followers, boosting your visibility.

          What’s the Real Return on Investment?

          One of the thorns of sponsorship marketing is the difficulty to track ROI. Since sponsorship is mostly a public relations and brand awareness initiative, there are not as many tangible impressions to track or dollars/purchases to follow. So, how can one effectively track sponsorship ROI? The easiest answer is that you can’t — at least, not without room in your budget for multiple tracking surveys and other efforts — and even this could miss some gains. If you plan to dip your toes into the world of sponsorship marketing, it would be foolish to jump in without a concrete plan to measure the effectiveness of your campaign. Setting benchmarks and using follow-up surveys ensures that you spend wisely and allows you to make informed changes to your sponsorship campaign in years to come. Why Do I Have to Track My Return When the Sponsorship Provider is Already Watching Impressions? Can’t I just rely on the team/sponsorship entity to track for me? Aren’t their measurements good enough? Not if your brand is relatively unknown in the market. Say you sponsor a sign at a stadium. The team tells you that you can get 250,000 impressions per game if you sponsor the sign next to the jumbotron. More than 2 million impressions per season sounds pretty good; however, if you are not quite as established, time and work will be required to eventually see this type of impact. For example, if you are Coca-Cola, this opportunity makes sense and hitting 2 million impressions in a season is attainable — people will see your brand and it will register in their minds from the first preseason game. If you’re Jim Bob’s Cola with little to no brand awareness at the start of the season, the recognition will not be there right away. Your impressions will grow over time as your brand name is out there but you won’t be hitting the promised 250,000-impression impact early on. To get a true measure of sponsorship impact, we suggest doing a benchmark survey at the start of the season or sponsorship and then a survey at the conclusion to see how much your brand recognition grew as a direct result of the sponsorship. This way you can determine if sponsorship dollars are well spent and if you should continue or upgrade your deal.

          Five Tips to Get the Most Out of Your Sponsorship:

          • Bigger isn’t always better: A well-placed logo on a program or scoreboard that’s often checked by patrons may increase visibility and repeated views over another location.
          • Non-traditional sponsorship opportunities: Look beyond the typical sponsorship placements for unique outlets. Perhaps that large sign by the jumbotron is out of your price range but instead you can put your logo on all of the stadium’s beverage cups if you pay for the inventory
          • Change the message/look or position each year: Patrons will become blind to your brand if you never move or change it. They will get used to seeing you in the same place or with the same message and they will cease to see it. If you are in a prime position, change the color or message each season/year so the patrons have something fresh to register. If you have the ability, move your messaging each season so patrons have another chance at seeing it and registering it.
          • Milk it for all it’s worth: Incorporating “Proud Sponsor of:” on your advertising and engaging fans via your social media outlets and website can start a dialogue and also support your sponsorship money. If a patron sees “Proud Sponsor of:” on your ad and then goes to the game, they are more likely to recognize and register your signage.
          • Take responsibility for tracking: Don’t rely on the sponsorship venue or event coordinator to give you a true impression count or ROI on your sponsorship. They often have blanket numbers and apply them across the board. The truth is Jim Bob’s Cola and Coca-Cola will not have the same rate of impressions and return on investment.
          Sponsorships are a great way to boost your brand awareness in the marketplace, but you may be missing out on real gains if you aren’t working your sponsorship plan, measuring your efforts and cross promoting these efforts in your advertising, marketing and online campaigns. A few well spent dollars can bring eyeballs to your name and lend credibility to your brand.
          If you’re interested in identifying potential sponsorships for your business or making the most out of your current sponsorship initiatives, Foster Marketing is here to help. 
          Move over YouTube legends Charlietechno-unsavvy grandparents and Justin Bieber — a new player is moving in. Memorable uploads like these have nudged YouTube’s numbers upward to more than 800 million unique visits and more than 4 billion hours of video watched each month. Today, of the 72 hours of video uploaded every minute, a new star is emerging — businesses who want to use the medium to market and sell their products and services. Most of us have enjoyed a laugh, watched a how-to video or just passed some time on YouTube; and reports are showing more and more businesses are adding their contributions to the mix. Fifty-six percent of B2B companies are using YouTube to share their marketing messages, according to a study by the Content Marketing Institute and MarketingProfs, B2B Content Marketing: 2012 Benchmark, Budgets & Trends. If your company isn’t making the most of this online opportunity, you’re missing out on brand awareness benefits, engagement opportunities and search engine gains. Consider these potential perks to jumping onto the YouTube bandwagon.
          • SEARCH: Search Engine Marketing (SEM) has become a hot topic for anyone who wants to edge out the competition. YouTube has pushed its way above Bing and Yahoo! and is second only to Google in its search numbers. YouTube users watch billions of videos daily, and billions of searches are typed into the YouTube search box each month.
          • AUDIENCE ENGAGEMENT: YouTube is the third most visited website on the Internet. Plus, its use of mobile and sharing technology gives your video efforts an added boost. Does your business extend beyond the United States? So does YouTube. You could even create videos in multiple languages to target specific international markets.
          • MARKET COMPETITION: Just about every topic is covered on YouTube including most industries, products and services. Type in anything from “drill pipe” to “pipeline cleaning,” and you’ll find something on YouTube.
          • THE POTENTIAL: Visual messages can inform and engage customers. Plus, YouTube allows users to email, share and embed videos into their web pages, so you are increasing the chances of your video going viral!
          • INTEGRATE YOUR EFFORTS: You likely already have content that could be repurposed for YouTube. From trade show kiosk videos to lunch-and-learn PowerPoint presentations, all of these can be formatted for YouTube with a little know-how.
          Opportunity is knocking, so answer and get posting. Here’s how to start:
          • CREATE A BRANDED YOUTUBE CHANNEL. Develop a channel with a unique profile name that fits your business and reflects your company’s brand.
          • GET STARTED: Start with the content you already have, and add as you go. Consider posting videos of product demonstrations or on-site installations. Turn images from a photo shoot into a video to showcase the products and services you offer. Convert PowerPoint presentations into videos to share company information and expand your thought leadership efforts on specific topics. Create a video that offers a tour of your facility to spotlight your company’s capabilities. The possibilities are really endless.
          • SET A GOAL: Set a goal of adding a new video to your channel at least every three months. If you really want to build a following, aim for a new video monthly or bi-monthly. In other words, develop a YouTube plan.
          Need some inspiration to get your video camera recording? Here are some tips from GigaOM and Google that would work well for oil and gas companies and others working in the business-to-business energy sector.
          • Upload recordings of presentations you’ve given to showcase your knowledge.
          • Share slides from PowerPoint presentations.
          • Conduct an interview with one of your experts.
          • Add your channel URL to marketing collateral (and other social networks).
          • Post customer video testimonials.
          • Show your product in action using movie trailer style: fast, creative and catchy.
          • Create how-to videos to help your customers use your products.
          • Post solutions to common problems.
          • Embed videos on your website including product support and facility tours.
          Videos can be used for product demonstrations; branding messages; public relations and community efforts; education; and even to encourage or inspire. All you have to do is get creative and use what you have. That’s what these companies did:
          • An LED manufacturer melts chocolate bunnies with competitors’ products to show its energy efficiency.
          • A storage company stacked space with a ton of food (to be donated, of course) to prove just how much stuff you could fit.
          • A vacuum cleaner company has become the go-to place for minor vacuum repairs and maintenance with its how-to helpful approach.
          YouTube reports viewer engagement is growing with 100 million people taking a social action such as likes, shares and comments each week; and millions of videos are favorited each day. As an added bonus, your YouTube efforts can bolster your social media efforts as recent figures show 500 years worth of YouTube videos are watched every day via Facebook, and more than 700 YouTube videos are shared on Twitter every minute. So put on your thinking caps, pull out your cameras and show ’em what you’ve got.
          Foster Marketing can help with all your strategic digital efforts, from planning to posting and landing pages to email messaging. Learn more about the services we provide at www.fostermarketing.com.
          The experts at Foster Marketing are often asked to share their insights with industry professionals and participate in forums on trends in our field. This article was written by Trade Show Expert Megan Hebert to be shared with the exhibitors at this year’s East Texas Oilfield Expo. As trade season is in full swing, we wanted to share this article with all our readers as pre-show marketing is a key part of any show. Enjoy! As the trade show quickly approaches and your to-do list is growing, I’m sure you’re considering ways to maximize your investment of time and money. What can we do (or should we have done) to have a successful and rewarding show? Trade shows by nature call for a large marketing investment (money, time, travel … more time). To ensure your participation is worthwhile, do not overlook the ever powerful and often cost-effective initiatives utilized in pre-show marketing. Effective event marketing should begin months before the event, but often times exhibitors do not have that luxury. Whether you’ve been planning for more than a year or only have a few weeks before opening day, the appropriate pre-show marketing efforts help get the word out and build momentum leading up to an event. And, yes, show organizers have a responsibility to promote their event. If it’s a quality group, then promotion will be a high priority and be executed well. However, your investment is too large to not take personal responsibility to promote the show and ensure customers, prospects and media know where to find you! As trade show coordinator for many clients across the oil and gas industry, we’ve implemented numerous strategic and creative pre-show marketing campaigns to broadcast our client’s message — and to get traffic to their booth. Where’s your campaign?
          • What are your objectives? Trade show marketing plans should be an extension of the overall marketing strategy. Are you launching a product, expanding into another area or looking to build existing client relationships or find new ones? Pre-show marketing strategies must work within your company’s overall marketing vision to secure the best results.
          • What’s your plan? What tactics will help achieve your objectives? Each tactic employed is a part of the bigger overall strategy. Here’s a start …
            • Strategic advertising development and placement centered on your presence at a show. Where are the right people going to see your message … and who are the “right” people?
            • Sponsorships offered by the show to enhance your company’s visibility before, during and after a show.
            • Development of a direct mail campaign (to both the inbox and the mailbox). A campaign puts your message in front of the right audience and if created properly, moves the recipient to action — to contact you! Most attendees plan what booths they are going to visit — make sure you’re on the list.
            • Incorporation of specialty items into marketing strategy. Choose an innovative, sought-after giveaway or in-booth promotion to move traffic into your booth and provide memorability after the show is over.
            • Utilize public relations. Whether it’s distributing news releases to industry media or holding a press conference during the show — take advantage of this cost-effective and powerful method of communicating.
          Trade shows are only as successful as the thought and effort put in beforehand to promote your company’s message and drive traffic to your booth. Utilize the tools provided to you by the show organizers (electronic guest passes, sponsorships, networking events, advertising options, etc.), and consider the value of hiring oil and gas marketing specialists to be your partner in managing the details and making the most of your investment! Foster Marketing handles trade show coordination for energy industry clients throughout the United States and beyond. From Salt Lake City to San Antonio and Kuala Lumpur to Rio de Janeiro, Foster Marketing’s trade show experts can be there to plan, coordinate and set your next show.
          There may be no bigger supporter of digital marketing than I. However, I have learned to be skeptical about most things (I guess it’s my journalistic upbringing). Along that line, you all know the nursery rhyme, Humpty Dumpty:
          Humpty Dumpty sat on a wall; Humpty Dumpty had a great fall. All the King’s horses and all the King’s men Couldn’t put Humpty together again.
          The common belief is that Humpty Dumpty is an egg. However, there’s another version of its origin. In 1648, during the siege of Colchester in western England, a huge cannon, colloquially called Humpty Dumpty, was strategically placed on the town’s wall for defense. A shot from one of the Parliamentary cannons damaged the wall and Humpty Dumpty came tumbling to the ground. The Royalists (all the King’s men) attempted to raise Humpty Dumpty on to another part of the wall, but because the cannon was so heavy, ‘All the King’s horses and all the King’s men couldn’t put Humpty together again.’ For awhile now, I’ve been thinking of applying that contrarian thinking — like the origin of Humpty Dumpty — to the value proposition of digital marketing. We are asked all the time what kind of results we will get from our digital efforts. We mention awareness; impressions; click-throughs; sales leads; and, ultimately (hopefully) sales. For the longest, I’ve kept articles on the changes in digital marketing, especially the rise of social media — Facebook, Twitter, LinkedIn, blogs, tracking, etc. In preparing this article, I basically threw out any article more than a year old. The uses and technology are changing so fast. In fact, Facebook just this month filed an initial public offering which could value the social network between $75 billion and $100 billion and put the company on track for one of the biggest U.S. stock-market debuts of all time. The rise of Facebook is the subject of the movie Social Network, an interesting view. First, let’s look at digital advertising from a contrarian view and then move to the social contrarian view. Contrarian Idea 1: A third of ad impressions are never seen. In a recent article on www.paidcontent.org, author Danny Frankel mentioned that, “There is a growing consensus that digital advertising, whose targeting abilities were supposed to eliminate waste in marketing campaigns, is still very much a work in progress. Barely a week goes by without another person bemoaning the lack of reliable measure of ad effectiveness.” ComScore, a global leader in measuring the digital world and a source of digital business analytics, recently produced a study titled “U.S. Digital Future in Focus 2012.” It can be downloaded by registering at comScore. Some key findings:
          • Across all measured campaigns, 69 percent of ad impressions were classified as being “in view”. The remaining 31 percent, the study says, were delivered but never seen by a consumer for various reasons.
           
          • An average of 4 percent of ad impressions were delivered outside of their targeted geographical region.
           
          • 72 percent of campaigns had at least some of their ads running next to content deemed “not brand safe” by their respective advertisers.
          Contrarian Idea 2: You can’t break up conversation with ads. Even before the Facebook IPO, Sir Martin Sorrell, chief executive of the world’s biggest advertising group WPP, cast doubts on whether advertising will ever work on Facebook. Sorrell said the social networks were “not the right context” for commercial advertising because they would interrupt something that was fluid and informal. “Facebook, Google+, Twitter are advanced forms of social interaction,” he said. “We used to write letters to each other and now we correspond through Facebook and Twitter. If you interrupt that with a message you may run into trouble.” Makes sense to me. And, Sorrell went on to further diminish the Facebook play by saying that Facebook founder, Mark Zuckerberg, had been forced to withdraw two “failed experiments” at commercial activity after they sparked a “revolution” by users. Contrarian Idea 3: There is no revenue model David Baker, another contrarian and a management consultant for marketing services firms, says that “the purveyors of social media are losing money at astounding rates (except when they sell the platform to someone else who can afford to lose even more money) and “everyone wants to be on the bus, but they really don’t know where it’s going.” To bear that out, in its IPO filing, Facebook showed revenues of $3.7 billion, $400 million under projections. And, it’s interesting to read the comments on the Wall Street Journal on the Facebook filing. Among the more than 200 include:
          • “85% from ad revenue with virtually zero verifiable ROI. Fun times.”
          • “This IPO is ridiculous. Anyone who bought into this dot.com bubble 2.0 needs to have their head examined. Way over valued. There’s already starting to be a social media backlash due to privacy concerns (especially Facebook’s ever-changing policies) and new platforms every day that are going to compete with it.”
          Finally, then, what’s there to love? Lots. Digital is here to stay and growing. We are right in the middle of a major shift of marketing dollars for our clients from traditional to digital media and it looks to increase. In the same comScore study, the following points were made:
          • Social networking continues to amass online users. Social networking accounted for 16.6 percent of all online minutes at the end of 2011.
          • Bing closed out the year surpassing Yahoo! for the No. 2 position among search engines. Google is No. 1.
          • More than 100 million Americans watched online video content on an average day to close out 2011, a 43 percent increase from 2010.
          • 4.8 trillion display ad impressions were delivered across the U.S. web in 2011 magnifying the need for greater transparency and accountability in ad delivery.
          • At the end of 2011, more than 8 percent of all digital traffic was consumed on devices such as smartphones and tablets.
          • Total U.S. retail and travel-related e-commerce reached $256 billion in 2011, up 12 percent from 2010.
          Thus, it’s a wild, wild wacky worldwide web ride. You need a firm that can make sense out of it. That’s Foster Marketing.
          Let Foster Marketing help manage your online presence.
          Human beings are hardwired to be social — both culturally and physiologically. We Tweet and text. We Like and link up. We blog and banter. Researchers have proven that craving attachment is written into our DNA. So, it is no wonder more people are reaching out to others online. Just this week, SmartBrief on Social Media noted that Facebook now has 800 million members. Twitter boasts 1 billion Tweets per week. As of August, LinkedIn had more than 120 million registered users in more than 200 locales worldwide. Of all these connections, not all of them are purely social. According to a study by BtoB Magazine, 93 percent of business-to-business marketers are engaged in social media marketing. (Most of us support “The Big 3” strategy of targeting LinkedIn, Facebook and Twitter.) Many companies are becoming more open to the idea of using social media at work, according to a study by PRNewswire. As social media invades the business world, the energy industry is rallying its troops. Two recent events focusing on social media, a Business Marketing Association forum on social media and World Oil’s Marketing in the Oilfield Conference, offered a fleet of energy industry professionals to share their social marketing experiences. Many in attendance were on fact-finding missions on how to get started or build their networks. However, there was another hot topic on the minds of many. Although social media bans in the workplace weren’t discussed center stage, it was definitely the buzz in the back of the room. A recent Robert Half Technology survey found that 51 percent of companies surveyed said they permit employees to use social media for business purposes (up from 19 percent in 2009), more than 1-in-3 companies still prohibit social media at the office. Put your manager’s hat on and consider the possible arguments for such bans:
          • Safeguarding company computers and servers. Maybe.
          • Social media decreases productivity. Maybe not.
          • Fear of unprofessional online interactions and leaking company secrets. Admittedly, it has happened to a few.
          • If we ignore it, this social media craze will just go away.Not a chance. Not even if you hold your breath until you turn Facebook blue. (But if you try this, I can almost guarantee someone will post a video or picture of you online before you regain consciousness).
          Let’s look at the individual concerns: Safeguarding Company Computers Although there are many offenders out there looking to do damage wherever possible, email seems to be a more likely target for these attacks … and no one is banning that. Productivity Will Drop Sadly, there will always be employees who abuse such privileges at work, but these are likely the same people you are talking to about taking too many breaks, not showing up for work and spending all day on personal phone calls — so just add spending hours on YouTube to your list. On the other hand, according to an AT&T study on social networking technologies, access to social networking sites at work actually increases productivity and efficiency. In the study, employees said access to the rich sources of information on social networks often provided them solutions to problems and inspired them creatively. Other noteworthy benefits to allowing social media access include:
          • Sharing knowledge and information between employees, suppliers and customers.
          • Better team building and internal structure in the workplace.
          Here’s another issue to consider: A Nielsen survey shows that some younger workers said they were willing to quit their jobs if they were not allowed to access Facebook at work. (Surprising for some of us, but if you are hoping to hire the hottest tech-savvy young graduates, this may be something you will eventually have to consider.) Still another school of thought says employees allowed to occasionally relax a bit at work will be even more focused and refreshed when they do get back to the job at hand. Fear of over sharing and inappropriate posting Admittedly, trust is required when it comes to social media. You must trust your staff to act like adults and use social media at work for business purposes instead of just catching up with friends. You must also be sure employees understand what content is acceptable to be shared and appropriate for your company’s culture. Having a social media policy — in writing — sets the standard for employees to follow and ensures management and employees are on the same page. A social media policy should include:
          • The company’s policy on accessing social media — and other web surfing — at work. Is it only allowed for business use
          • What’s the policy on using the company’s name and information in social posts?
          • How often are employees expected to contribute to company social media networks?
          • If a negative post does pop up, who will respond? Who will decide IF you respond at all?
          Social Media Is Here To Stay Here’s another crazy idea: One energy company presenting at the Marketing in the Oilfield Conference said they actually asked its customers how they should be using social media. Based on customer feedback, the company is planning to use Twitter to send updates when usual forms of communication are down. That’s a powerful social media impact. The bottom line is that social media usage will continue to expand (you can even get a degree in social media now). And as social media marketing becomes a more vital way to reach customers and prospects, companies will need to consider if they can afford to ban social media in the workplace. At many companies, there are people ready to promote their products and services online, interact with customers, seek out public relations opportunities through industry media and be thought leaders in their fields … if only they had access. It’s time to banish the bans, embrace social media and start managing it.
          Foster Marketing can help you launch and create a plan to maintain your social media presence. We’ll help you determine what content is right for your organization and work with you to create social media policies for your organization.
          The Pursuit of Happyness is a 2006 film and true story about a struggling, on-again, off-again homeless salesman who takes care of his 5-year-old son while trying to make something of himself as a stockbroker. In the movie, Will Smith played Christopher Gardner, now a successful stockbroker and entrepreneur. In a voice over, Gardner describes some of his more troubling times as: “This part of my life … this part right here? This part is called ‘being stupid’.” Later he says, “This part of my life is called ‘internship’ as he learned the investment business; and finally as he succeeded,” he said, “This part of my life … this part right here? This is called ‘happyness’.” In the film, “happiness” is misspelled as “happyness” outside the daycare facility Gardner’s son attends.

          Happiness a Hot Topic

          These days happiness and its pursuit are hot topics. It seems like every day I see an article on happiness. Titles include: “Surprising Secrets from the World’s Happiest People”, “6 Ways to Feel Happier, Be Healthier”, “Can You Learn to Be Happy?” or, just, “Are You Happy?” And, at church recently, the pastor announced an upcoming series of sermons titled Happy People. Happiness is hot! How does being happy affect us as marketers, business owners and employees? I’ve always told employees that we want happy campers working for Foster Marketing. Additionally, we want happy clients. Ultimately, however, we can’t make clients and employees happy. We can satisfy them or please them, but happiness comes from within — an inherent quality in ones’ being. It is actually the pursuit of happiness that unconsciously implies that we are not happy and so dissatisfaction with ones’ perceived sense of unhappiness arises. Research conducted by Harvard professor Dr. Tal Ben-Shahar showed that “happiness largely depends on our state of mind, not on our status or the state of our bank account. It depends upon what we choose to focus on (the full or empty part of the glass) and on our interpretation of external events. For example, do we view failure as catastrophic or do we see it as a learning opportunity?” He goes on to say that, “one of the most common barriers to happiness is the false expectation that one thing — a promotion at work, a prize, a revelation — will bring us external bliss.” Pursuing a list of things/desires that you think will make you happy (something you already are, regardless of whether or not it’s realized) will only provide you with a very temporary sense of pleasure or happiness.

          So, What Makes Us Happy?

          Dr. Ben-Shahar says “we must first accept that this is it! All there is to life is the day-to-day, the ordinary, the details of the mosaic. We are living a happy life when we derive pleasure and meaning from spending time with our loved ones or learning something new. “The other significant component of happiness is that helping oneself and helping others are intertwined. The more we help others, the happier we become … and the happier we become, the more inclined we are to help others.”

          Don’t Worry, Be Happy!

          While happiness comes from within, there are many common things a person can do to improve his or her state of happiness according to the experts:
          • Simplify. We try to squeeze more and more activities into less time, says Dr. Ben-Shahar. Dan Buettner, who wrote the book Thrive, spent five years talking to people in areas identified as the world leaders in happiness — Denmark’s Jutland Peninsula; Singapore; Nuevo Leon, Mexico; and San Luis Obispo, Calif. His advice: own one TV, no more; and, stop shopping as the satisfaction we get from buying things wears off in 14 months.
          • Get involved. Spend time with family and friends. Make new friends. Each new friend that you make (assuming that they’re upbeat) increases your chance of being happy by 9%, Buettner says. Volunteer and help others as mentioned earlier. According to the Corporation for National and Community Service, men and women who volunteer report greater life satisfaction and better physical health than non-volunteers.
          • Appreciate life. Head for the great outdoors. Physical exercise and increased stamina associated with being outdoors yield important benefits as people get more sedentary. People in sunnier climates are consistently happier than those who live in northern countries. Finally, keep the faith. Religious people tend to be happier than those without faith.
          • Get a pet. Pets provide more than companionship and a warm welcome home. They lend a willing and helpful ear — even if they have fins or feathers instead of fur. An astonishing 97% of dog and cat owners reported they talk to their pets, notes Alan Beck, director of the Center of the Human Animal Bond at Purdue University. “The other 3% lied,” he quips. I can attest to that as I run my newsletters past Billy Ray Cyrus, the Cairn terrier that I rescued last December.
          The ideas above can help make the world look better. Add them to your life, and odds are you’ll feel both happier and healthier.
          Foster Marketing can help you simplify your life by taking the weight of your marketing efforts off your shoulders. We work as proactive partners with our clients to meet all deadlines and achieve results.
          A Guide to Kick Start Your Community Relations Efforts With cutting costs and bolstering the bottom line topping the agenda for most companies, the idea of launching a community relations campaign may not be greeted with a flood of enthusiasm at the corporate level. Just the mention of community relations could trigger visions of dollars flying out the door to top executives and financial types. Mentioned in many mission statements, there is often something about making a difference or serving the community. But how do you make this goal a reality when money is tight? Investments of the non-monetary variety can help create and maintain a mutually beneficial relationship between a company and its community. Investing time in the communities where you do business builds trust and establishes a reputation of reliability. Plus, it’s just human nature to want to work with those who are doing good things for others. So, if you could put a price tag on the value of trust, how much would you pay for it? If you are a company that depends on relationship building to make a sale (who doesn’t — particularly in the energy sector), of course you’d pay top dollar. How you choose to support the community, whether individually or corporately, tells your community and future customers something about the culture and values of your company. Considering this list of questions will help you pinpoint a cause and give you a starting point. 1. What is important to your employees? Ask employees what matters to them. Choosing a cause that employees want to be a part of can help build a sense of camaraderie and jump start teamwork in the office. If the cause strikes a chord with employees, they will take a vested interest and the initiative to become actively involved. 2. What is important in your community? Take the time to scope out your local community calendar to get familiar with what is happening around you. Take note of what’s being done and what’s not. Jumping on an already busy bandwagon often leaves other truly needy groups in the dust. Be cognizant that some charities or causes might need your help more than others.   3. How much time can you give? Create a list of potential local charities and causes and make some calls. Determining how much time you are able to give and the demands of the schedule can help narrow the list.   4. Is this in the budget? Even if a limited budget doesn’t allow for big donations, use your time and talents to help in the community. Remember, where there’s a will, there’s a way. Consider organizing a drive to collect school supplies, winter coats, items for soldiers or host a blood drive. Don’t rule out the possibility of partnering with other local businesses or a community group. Call your favorite local restaurant or a cooking group. They could share your desire to help and offer to cater an event. If you have a hefty budget set aside for sponsoring community events, hosting a celebrity golf tournament for a charity might be more up your alley.   No stress, just long-term gains Don’t stress yourself out! Keep in mind why you are getting involved and just have fun! Community service is all about giving back to increase the quality of life for those around you. Investing in your community is like investing in a long-term relationship; the longer you are involved, the more history you create and trust is built. Beyond feeling good about having an impact in your community, long-term gains in teamwork and employee morale can be realized. Working together to reach goals in a stress-free environment can do wonders for a company’s sense of teamwork. Volunteering is contagious and volunteers tend to travel in packs. Once a core group of involved employees is in place, you can focus on making the effort enjoyable. Add an element of fun by incorporating a friendly competition. For example, who can collect the most donations or rack up the most volunteer hours? Salute the winner with recognition or a gift card to a local restaurant. Opportunities to get involved are pretty much limitless and include supporting community cultural efforts; helping the needy; sharing your time with children; providing educational supplies; and much, much more. Now, how you will choose to impact your community? Through the years Foster Marketing has worked with several companies and organizations to make their community relations efforts a success by providing research, planning, creative resources, event coordination and public relations support to help them succeed. Foster Marketing employees are networked in all types of organizations, from endowing scholarships to helping kids to supporting athletic programs. The key is to get going. As someone once said, “if you’re going to hunt with the big dogs, you have to get off the porch.”
          In June, Foster Marketing employees participated in our 14th Annual Foster Fest summer retreat in Playa del Carmen, Mexico. Through the years we’ve taken our staff and significant others to some pretty nice locales. From our first retreat at a plantation home in St. Francisville, La., we’ve now met in Niagara Falls, Chicago, Cozumel, New Orleans and taken numerous cruises out of New Orleans and Galveston. As our team has grown it has become more expensive for this enterprise and a budget challenge for our President, Tiffany Harris, who plans these meetings. However, I wouldn’t trade these four-day events for anything. We always talk about spending 50 weeks working in the business, i.e. working on helping our clients grow, but we only spend a couple of weeks working on the business, i.e. helping Foster Marketing get better. On a retreat, you actually work on your business. Many firms take just their management-level staff on a retreat. I’m a strong believer in taking all the staff – it’s a team. Additionally, we ask every staff member to make a presentation on something of importance to the agency.

          To Retreat or Not to Retreat

          Melissa Laughon in a recent blog on www.catchyourlimit.com addressed this very topic To Retreat or Not to Retreat? That is the Question. She listed the top five reasons why firms are not retreating in 2011 and five on why they are. It’s a lengthy post. You can visit her lists, but here would be mine. First, some reasons not to have a retreat: • We’re too busy. • They’re too expensive. • The follow-up is lacking after the retreat. And then why retreats are essential: • We need to pause and work on the business. • It gets everyone involved in the success of the business. • Great for team building. • Great spouse/significant other interaction. • Great recruiting/employee benefit tool. Laughon says at a retreat the future is in your hands and quotes Peter Drucker, the famous management consultant: “The only way to predict the future is to create it.” My rationale for having a retreat also is based on a Drucker quote: “Adequacy is the enemy of excellence.”

          Planning the Retreat

          There are many things to think about when planning a retreat, but basically there are five key things to consider – know your purpose, pick a date, select an off-site location, develop an agenda and use what you learn. At Foster Marketing, we have several goals for our retreats – basically those indicated above on why we have a retreat. To pick one goal in particular, I’d say getting everyone involved in presenting solutions is most important to me. Getting the Office Administrator to discuss HR or our Controller to discuss finances or our Trade Show Coordinator and Public Relations Account Executive to discuss their specialties is exciting. In addition to our summer retreat, we have quarterly meetings at Foster Marketing, usually at our office in Lafayette and basically with the same goals. However, our summer meeting, or Foster Fest, has historically been off-site and we’ve been blessed to be able to afford taking our staff out of town. It is an expense, but Tiffany Harris does a great job of finding affordable deals whether by land, sea or air. We’ve done ’em all. The ideal meeting spot should provide a comfortable and unique experience, the necessary working space and equipment, facilities and meal options. For the agenda, we try to have every staff member (now numbering 13) take 30 minutes to present and discuss a pre-determined subject of interest. This is usually a PowerPoint presentation with lots of give and take (many times mine). Invariably, we come out with great ideas. At Foster Fest in Playa del Carmen, we implemented a concept we had used successfully at a prior Foster Fest. We solicited topics/issues from employees to discuss using the Creative Whack Pack by Roger von Oech. The Creative Whack Pack consists of 64 cards, each featuring a different strategy. Some highlight places to find new information. Others provide techniques to generate new ideas. Some lend decision-making advice. And many give you the “kick” you need to get your ideas into action. We used the cards on each topic/issue. It was a great exercise and we came out with an exceptionally large number of ideas. Now, the kicker: A retreat can only be effective if you apply what you’ve learned. Our list from our last Foster Fest is long. The proof of the retreat’s success will be in the pudding of results. Foster Marketing is ready to help energize your marketing programs. Call 281-448-3435281-448-3435 or 337-235-1848337-235-1848 to schedule a meeting with Foster Marketing to discuss how we can help integrate and enhance your marketing efforts.
          Another one in the books! For me, wrapping up another successful Offshore Technology Conference (OTC) can be compared to that feeling of liberation in school just after completing your last exam of the semester. With this year’s OTC having the highest attendance and largest exhibition since 1982 — 78,150 attendees and 603,000 square feet of exhibit space, there is no doubt the hard work of many people paid off. Yet there is little rest for the weary as the slew of international trade show events is on the horizon. With 2011 full of large, international events — the aforementioned OTC, along with Offshore Europe, Brasil Offshore, OTC Brasil and Oil & Gas Asia…to name a few — the conscientious exhibitor is always seeking ways to ensure a successful event with measurable benefits. One group of attendees who can considerably boost a company’s ROI (but who are often overlooked) is … journalists. Recently I stumbled across an article by Lena Valenty of EXHIBITOR Magazine in which she creatively compares exhibiting at a trade show to a blind date (stay with me here). She explains how an exhibitor has mere minutes to make a lasting first impression. An exhibitor has “carefully accessorized with graphics and key messages that accentuates its best features.” We want to appear interesting, but not overeager…confident, but not pompous, she says. Our potential matches almost always are the most attractive customers and prospects, but Valenty encourages us not to overlook the person who may not appear to be your type on first glance…the journalist. Though perhaps not as glamorous, media representatives have the ability to spread your message in a big way. This group, tasked with delivering news and information on the industry, new products, trends and the key players, is always on the hunt for information to share with readers and viewers. Consider these steps as you aim for Press Success at your next show:
          1. Find your audience: This legwork includes researching media representatives that will be attending the show, determining who the proper contacts are and if your products and services align properly.
          2. Craft your message: How will you entice the journalists…and concisely? Your message should have clear positioning, product differentiation and provide compelling interest.
          3. Book interviews: Be proactive and start booking media appointments several weeks in advance of a show…and ensure the proper executive is available to be interviewed.
          4. Assemble your kit: Press kits are expected.
          5. Get involved: Become involved outside of the exhibit hall. What conference components could you participate in, or what award programs could you enter? These are valuable, exhibit-marketing opportunities.
          6. Train your staff: What role should your exhibit staff play when interacting with the media? Decide what actions they are to take, have a plan in place and share it. If they are to interact with media, there are media-training basics to follow.
          7. Prepare your exhibit: Incorporate into your booth a quiet meeting space, if possible. Offsite meetings are often a welcomed alternative, and utilizing the press room may also be an option for conducting interviews.
          8. Continue the conversation: Follow up with each journalist who visited your booth. Keep the conversation going and show that you are accessible. The long-term goal is to position yourself and your company as an industry expert who can serve as a source for information.
          9. Measure the results: Hard metrics can be obtained through tracking media impressions and the number of original articles, as well as through web analytics. Also, include an overview of all media activity at the show. These reports will prove that your efforts were worth the investment.
          Foster Marketing can help navigate the coordination side of your exhibit, and with our proprietary database of energy publications and established relationships, we can guide your quest for Press Success, too. Together, we can navigate through the blind dates to connect with those looking to woo us and share our company’s stories. Let us help you improve your trade show ROI — whether you are exhibiting at a regional or international show. Call 337-235-1848337-235-1848 to schedule a meeting with Foster Marketing to discuss how we can help integrate and enhance your marketing efforts.
          The first week in May is always reserved for the Offshore Technology Conference or OTC, the biggest event in the oil and gas industry. Unlike last year when OTC followed the Macondo disaster, this year’s show was full of enthusiasm. Attendance reached a 29-year high with more than 78,000 and the exhibition space of 603,000 square feet was sold out.And, with oil futures passing $110 per barrel and the government now issuing permits in the Gulf of Mexico, things look promising for the energy industry.In its latest monthly oil market report, the International Energy Agency (IEA) revised downward its forecast for the 2011 global oil product demand growth as a result of persistent high prices and weaker projections for economic growth in the developed countries of the Organization for Economic Cooperation and Development. And, global events shape the future of energy. In fact, oil futures dropped immediately following the death of Osama bin Laden.So “What is the Energy Future?” Or, maybe more importantly, “Which Energy Future?” That was the title of a presentation given by Andy Hines, lecturer and executive-in-residence for the Graduate Program in Future Studies at the University of Houston, last November.Andy (http://www.andyhinesight.com) was the featured speaker at a meeting I hosted in Lafayette last month on “Thinking [Better] About the Future: A Hands-on Approach to Applying Foresight” (see Part Two of the Future Series).In his energy presentation, he laid out four energy scenario archetypes: Continuation, New Equilibrium, Transformation and Collapse. Here’s an overview of the first three; don’t want to imagine the latter.Continuation: The system moves forward along its current trajectory. This is the “official future” and usually considered most likely. Hines forecasts this is less and less likely, and uses “The Long Boom” by Peter Schwartz (http://www.amazon.com/Long-Boom-Peter-Schwartz/dp/0738200743) as a go-by, suggesting that the recession is just a blip in the 25-year boom. Assumptions: • Recession ends and things “go back to normal” • Developing markets are more “markets” than competitors • Global shipping costs manageable • Resource costs manageable • Technology continues to advance rapidly • Mix of modern and post-modern values New Equilibrium: The system reaches a balance among competing forces that is significantly different from the current balance. In the “double-dip” or “our-turn” scenario, emerging markets rewrite the rules. Assumptions: • Emerging markets lead the way out of “double dip” • Reverse “brain drain” helps build emerging market knowledge work force • Relations with developed world “manageable” to avoid trade wars • Required sources can be acquired cost-effectively • Environmental issues “tabled” until later • Spread of modern values Transformation: The system is discarded in favor of a new one with a new set of rules, such as the soft energy path as described by Amory Lovins in his 1977 book “Soft Energy Paths: Toward a Durable Peace” (http://www.amazon.com/Soft-Energy-Paths-Towards-Colophon/dp/0060906537/ref=sr_1_1?ie=UTF8&s=books&qid=1304354600&sr=8-1). The soft energy path describes an alternative future where energy efficiency and appropriate renewable energy sources steadily replace a centralized energy system based on fossil and nuclear fuels. Assumptions: • Recession causes people to “re-think” their consumption • Grassroots movements and social entrepreneurship flourish • New measure of government success at all levels of government go beyond the “Triple Bottom Line” of becoming more sustainable • Alternative energy investment grows and leads to significant breakthroughs • Local products and services flourish • Licenses to operate granted by some communities that require organizations to give back to the community • Rise of post-modern and integral values Implications of the Scenarios: What do these scenarios mean to those in the energy industry?
          IMPLICATIONS LONG BOOM SOFT PATH OUR TURN
          Economic prospects Developed world economies lead the way More balanced economic prospects Emerging markets lead the way
          Globalization Continue to increase Globalization slows with shift to local emphasis Potential “trade wars” as emerging markets assert power
          Energy usage Up steadily and globally Significantly reduced growth Huge growth in emerging markets
          Energy mix Conventional with some alternative Alternatives gain significant share All possible sources exploited, including nuclear push
          Work force Knowledgeable worker boom in developed world drives shortages Shift in energy mix requires new skills Improving global reach, skills and capabilities
          In conclusion, the Hines presentation provides thought-provoking situations and implications to help energy companies forecast the future. The heavy lifting comes inside the company to evaluate its own future prospects.Let us help you plan for 2011 and beyond. Call 337-235-1848 or 337-235-1848 to schedule a meeting with Foster Marketing to discuss how we can help integrate and enhance your marketing efforts.
          Since 1985, I’ve been a member of a small group of ad agency principals who meet twice a year to discuss their individual businesses. It’s called the Innisbrook Group, after Innisbrook, Fla., where the first meeting was held in 1982. We share financials (balance sheets and income statements), operational and personnel issues, creative and personal stuff and usually have several speakers. I’m hosting this spring’s meeting in Lafayette and the theme of the April meeting is “Looking to the Future.” For this meeting we’ll have a CPA discussing financial planning; a senior intelligence analyst for Blue Cross discussing healthcare (our biggest business unknown); and Andy Hines, a Lecturer and Executive-in-Residence at the University of Houston’s Graduate Program in Futures Studies, and a Futurist. He heads Hinesight (great name for a Futurist) and has written several books on the future. His website is www.andyhinesight.com (more about Andy and the April meeting in the March Fostering Ideas newsletter. I’ve always looked to the future and never been one to dwell on the past. However, I have a healthy respect for history. As the Spanish American philosopher George Santayana said, “Those who cannot remember the past are condemned to repeat it.” My first awareness that there were people who would predict the future, or “Futurists”, was in the early ’90s when I discovered Faith Popcorn’s book, The Popcorn Report. First published in 1991, some of her predictions are rather remarkable now 20 years later. Ms. Popcorn (www.faithpopcorn.com) very presciently describes email and e-commerce, calling them “screenmail” and “infobuying” though neither had yet been invented and it would be three years after her book was published before anyone was even talking about “The Information Super-Highway.” Her predictions for 2011 are interesting as well as she predicts that we will enter an unprecedented period marked by the end of our traditional gender divide, or as she calls it EN-GEN. Women are becoming more influential, powerful and in control of the culture. And, men are becoming more sensitive, collaborative and connected. As Mars becomes more Venus like — and Venus-versa — we’re far less combat ready. Consider some of the numbers about women: • Women hold 51% of managerial and professional jobs • Four in 10 mothers are primary breadwinners; working wives are coming close to bringing in half of household income • Single, childless women under 30 earn 8% more than their male peers • The number of women earning six figure salaries has increased 14% in the last two years This is certainly true in the marketing communication industry where women are growing in numbers and responsibility. Bright, talented and tenacious young women have been vital to Foster Marketing’s success. And, how about these male patterns (in my case, not baldness): • The emergence of the stay-at-home-dad, which according to the most recent U.S. Census (2008), had increased by 62% from 2003 • 40% increase in male time devoted to household chores • A three-fold increase in average male time devoted to cooking I can relate to all of the above. Although the sad state of male employment is well-known, what haven’t been analyzed are the gender impacts of this “forced feminization.” Economic pressures are acting as an accelerator to the En-Gendering of America. There’s a lot more. For the whole picture, go to Ms. Popcorn’s website for not only this year’s predictions but also previous efforts(www.faithpopcorn.com/ContentFiles/PDF/FPBR_2011 Predictions.pdf). More next month.

          Move Making the Most of Your Marketing Efforts to the Top of the To-Do List for 2011

          Whether you are a deepwater drilling company or a wind turbine manufacturer, no energy company supplier starts the year saying, “We did well enough last year; we can let our competitors increase their market share this year.” … At least, not if they plan to still be in business in the future. Acknowledge that the status quo is, in fact, losing ground and create a clear vision of the possibilities ahead for your company by improving your marketing efforts. As you develop your plan for 2011, add making the most of your marketing efforts to the agenda. Here are some tried-and-true methods that can increase market share, build brand awareness and ultimately bolster your bottom line. • Set objectives. Would you start running a race without knowing the distance or location of the finish line? To get to your finish line and truly see a return on your time and financial investment for marketing, you must set mile markers so you can ensure you’re on the right track. Common objectives for businesses could include entering new geographic markets, increasing awareness or developing new sales tools, such as a brochure or website. • Identify key target markets. Along with setting marketing objectives, identifying your key target markets helps guide your path. Key targets can be geographic, demographic or product/service specific. • Develop a budget. Keep in mind, lofty objectives require a monetary commitment. So, plan accordingly. Having a spending plan also can help you define how much you can accomplish this year and what will become a priority next year. • Develop a plan. An effective marketing communications plan should pull your objectives, targets and budget together into a single plan of attack. This can also include a timeline to help keep your efforts focused because a project without a deadline can easily turn into a wish. • Work the plan. With the prize in your sights, you can begin integrating your efforts to maximize the return on your time and monetary investment. Using a mix of marketing tactics such as branding, public relations, research, advertising (print and digital) and trade shows is an effective way to reach your goals. Identify and push your positioning statement and hone your message as you work your plan. • Monitor. Be sure to check the pulse of your efforts along the way to determine if you need to push harder or adjust your plan. Building tracking methods into your marketing efforts allows you to track your progress. Using these tactics in your marketing efforts can mean great gains for your company and lend support to a 2012 plan of attack that is even bigger and better.

          Do you have a budget plan to get you where you want to go?

          When you build a home, you don’t just walk up to an architect and say, “Build me my dream house!”There is a great deal of work to be done and many details to be decided upon before you begin construction. The architect must consider location, number of bedrooms, one story or two, two-car garage or maybe three, and the list goes on and on. Many of these factors are decided by how much home you can afford to build and what fits in that budget. Just as having a budget is essential when building a house, having a marketing plan and budget can help define what strategies and tactics needed in the coming year. For many, the budgeting process can be painful, especially if you don’t have a frame of reference to build upon. Identifying what your company will need to do 15-18 months from now and how much those efforts will cost can be daunting. For those who set out alone to establish a marketing budget, the result can often mean missed opportunities, limited focus, no plans for contingency and ultimately an incomplete budget. If establishing a marketing budget is new for your company, you can take comfort that this year’s hard work will pay off by making the process much easier next year. Once you have a benchmark to measure against and build upon, the annual budget journey is a far less long and winding road. In fact, the budgeting process, if planned, prepared and presented properly, can be helpful in providing your company with a plan for both internal and external marketing efforts that will increase your market share in the years to come. At Foster Marketing, we recommend using a task-method budgeting format. Here are five steps to help guide you through the process of establishing a marketing budget that will forward your marketing and sales objectives. 1. Identify objectives: Just as any good map should indicate a path to your destination, your budget should provide a guideline to growth. Possible key objectives could include moving into new international markets, launching new product lines or even a planned IPO. 2. Identify key markets: Knowing who you want to reach will help you plan which channels you will use and how much you need to spend. Be specific in defining your key markets. For example, from what countries and regions do you expect most of your sales? Are more of your prospective customers active in shale plays or are they drilling in deepwater? This also is where you define what you will be selling to your audience. For example, do you have two new vessels operating in the North Sea? Have you added a rental tool location in Pennsylvania? Or, have you expanded your capabilities to service drilling rigs throughout the United States instead of just the Gulf Coast? 3. Identify marketing channels: This is where you consider the tactics you should use. Some tactics you may prefer over others, but the following list is a good guide to get you started. If you are working with a relatively small budget, you may not be able to pursue efforts in all these areas, but this gives you a starting point. As your company (and marketing budget) grows, you will likely fill out more sections such as advertising, trade shows and direct mail.
          a. Branding and identity b. Advertising c. Public relations d. Electronic and digital e. Collateral and print f. Trade shows and events g. Direct mail
          4. Develop the budget: Here is where you begin putting numbers on paper. Begin by looking at what you’ve spent in past years. It can also be helpful to look at how much similar-sized companies in your industry are spending, as well as your key competitors. If you are really at a loss on how much you should be spending, typically companies in the energy industry spend 2 percent to 3 percent of their overall sales on marketing. This is not a foolproof number but it is a good starting point if you are unsure where to begin. Take into consideration that major marketing efforts such as rebranding a company or going international will require additional funding. Also, take into consideration what sort of growth you are aiming for because netting a big increase in sales requires more marketing dollars. 5. Present the numbers: Here is your opportunity to sell your plan to the decision-makers in your company and guarantee the funds needed to make that plan happen. First, prepare a plan that is easy to read and to the point. Using a task-method format shows what you will do with the money, such as developing a website or brochure or a trade show booth. Use historical numbers in your presentation to show why and where additional funds will be used, and share findings from your research on new market potential. Including industry and competitor comparisons can help make your argument more persuasive. Having options prepared in your plan is also helpful. You never know when a decision-maker will suddenly consider hosting an event or creating a new corporate video a must. For more than 30 years, Foster Marketing has worked with clients to efficiently and effectively plan and develop their marketing budgets. By working with an experienced professional, building a marketing budget that allows you to reach a broader audience can be much less stressful. Enlisting someone knowledgeable in available marketing tactics can help your company create a strategy that leads to a more prosperous position. Foster Marketing specializes in creating marketing strategies that get results. From identifying objectives to budgeting and crafting the message to measurable marketing tools, we guide our clients through the entire process on the road to success.
          We frequently get asked if companies in the oil and gas industry are embracing social media and what kind of ROI, or return on investment, they are getting. To the first part of the question, it appears many in our industry are curious but skeptical about using social media as a business tool. Foster Marketing recently conducted a survey on social media in the oil and gas industry that proved just this. Although many survey respondents wanted to know more about how they could use social media to their advantage, most were not yet using the medium, and many were still not ready to add it to next year’s marketing plan. When considering the potential ROI from social media initiatives, the key is to identify what types of returns have value for your company. Although revenue may be the ultimate goal for most efforts, we usually count the steps that lead up to a sale as a return as well. In digital efforts, returns are often referred to as conversions, which could be someone clicking a link to go to a website; a potential customer picking up the phone and calling; or getting a meeting request. Noteworthy gains from using social media include: • Brand awareness: If they do not know who you are and what you do, how can they buy from you? Social media venues such as Facebook offer the opportunity to put your experts — both their names and faces — in front of customers; Twitter can link your company name with what you specialize in; and YouTube can be used to show what you can do. • Public relations: If your company has good things happening, let people know about it. Industry forums are a great way to tell people in your field what you are good at; LinkedIn groups allow you to connect with people who are interested in a specific field; and StumbleUpon can be used to put your innovative ideas in front of people who understand the potential application. • SEO, or search engine optimization: It is vital for potential buyers in need of the products and services you provide to find you first. A well-researched social media strategy provides links to your website and directs users to other online information about your products and services. Direct links to your website from popular social media sites build credibility with search engines and give your website an extra edge. • Transparency: As potential customers become more and more skeptical of businesses, the best way to build trust is to provide useful information about your company. Potential buyers want to know where you are located, in what areas you are active, how many people you have on staff and if you have partnerships that could benefit them. • Thought leadership: Many companies label themselves as leaders and experts in their field. Instead of just telling potential buyers you are an expert, prove it. Share a case study on a blog; post a podcast that documents a recent success; or join an industry forum to share your knowledge. Social media has become a part of most people’s personal lives in some way. Grandparents keep up with their grandchildren on Facebook; former colleagues and classmates are networked on LinkedIn; and friends share links to funny videos on YouTube. So, why are we still skeptical of using these tools to grow our business? Here are some of the reasons we have heard: • I cannot control the message. This is not true in most cases. When you post a blog, it is yours to edit or delete. When you share photos using Flickr®, you decide which images are posted. Companies frequently submit news releases and technical articles to industry journals and someone else decides if they will run and how much information will be included. When you post an item via social media, you have the final say. Many companies also are adding posting standards to employee handbooks so your message on social networks is consistent. People will talk no matter what you do, so it’s important to participate and be a positive and proactive part of that conversation. • My customers are not online. If you doubt your customers are using web-based resources to solve their problems, just ask them if they used a foldout map the last time they needed directions or if they looked in the phone book to find a telephone number when they couldn’t find a business card. Likely, they went online for both of these, so it is very likely they are looking online for other solutions, too. • Why would I give away my services for free? The serve, not sell concept behind social media can be a stumbling block until you look at a specific situation. For example, your vehicle is making an odd clanging sound but you are not blessed with the ability to pop the hood and fix it yourself. So, you take it to an expert and ask for advice. A mechanic will identify the problem and recommend a solution; however, he does not hand you the tools and the parts with step-by-step instructions on how to fix the problem yourself. At this point, most of us will not say thank you and clang our way home to do it ourselves, we ask for an estimate. Unless we doubt the mechanic’s ability or his prices are way out of whack, he gets the business. • How do you tell if it is worth the time? Like any business endeavor, you start with a strategy to manage the time and expectations in the initiative. A digital strategy also should include goals and how you will measure your success. Social media can open up a world of opportunities for your business by building relationships with a wide group of people around the globe. Social media expert Paul Cheney has described this as the digital handshake. When it comes to oil and gas, most deals and sales begin with a handshake that kicks off the working relationship. Getting to know more about the person, company and needs before a meeting puts you way ahead of the game. Maximizing your time is also something to consider. How many potential buyers can you possibly interact with in a day? There are only so many hours in a day. Even if you can juggle eight meetings with potential clients each day, how long will it take to share your solution with 30 or 3,000 or 300,000 companies? Social media allows you to reach the millions of businesspeople using search engines to find a solution each day. Social media allows you to connect with an infinite number of people and potential buyers each day — whether they are next door or across the globe. Get a game plan and jump in! Foster Marketing believes in partnering with clients to help them reach their business goals. With this in mind, we provide marketing solutions to help you achieve your goals and track your progress along the journey. By integrating your advertising, public relations, event and digital marketing efforts, we help you get to your goal quicker. Social media is just one of the many up and coming digital tools that you can add to your marketing toolkit. As always, we are here to help you craft a social strategy, launch the effort and help you sustain a successful social media program in the future.
          It was 30 years ago this month that my wife and I and a part-time artist opened the doors of The Foster Agency in a small, 100-square-foot office in downtown Lafayette, La. We had one client, really a project, for John E. Chance & Associates. We developed their first ever corporate brochure. Spin forward to today, and we’re still working with Fugro Chance and its parent company, the multibillion-dollar Dutch company Fugro. The years have gone by quickly since those early years as The Foster Agency. I’ll never forget my first Ad Club meeting in Lafayette when the President of the Club announced that I had started an ad agency. He asked me what the name of my new company was, and I said “The Foster Agency,” to which he replied satirically, “That’s creative.” A unique name not-withstanding (now we are experts in developing unique names for products and companies), the name Foster has served us well. Just think of all the things we “foster” — pride, camaraderie, good will, creativity, marketing strategy, etc. However, the name The Foster Agency provided some unique problems for us. For example, one day I came into the office to a blinking light on my voice mail messaging machine. A sobbing female voice had left me the direst of messages: “Will you please take my child?” she said, “I can’t take care of her anymore.” It was one of the many calls we received from people who thought that The Foster Agency was the home for foster care placement. We received so many calls to this effect that we had the number for foster care posted next to our phone. At 15 years, a new name and a new office location By 1995, we had moved into a new office home, and I felt we needed to update our brand to better reflect what we were doing at the time. We needed to change our name because we no longer were doing just typical ad agency things such as developing brochures and ads, but more strategic marketing communications such as branding, public relations and newfangled Internet marketing. Thus, we changed our name to Foster Marketing Communications. It was nice, as this was the beginning of the dot-com age, and so our website URL was www.fostermarketing.com. Our overall logo look remained the same, but the type was changed to reflect the name change. This gradual change of a corporate name to reflect the scope of a business was brought home to me recently in an article on the evolution of the branding for Federal Express. As we’ve said many times, developing a name for a company or product is an aural, or hearing, exercise. A name is said; a logo is read. Thus, it was a natural evolution for the name Federal Express to be shortened to FedEx. We see (or hear) it all the time, even at Foster Marketing (where’s the word “Communications”?). Names are shortened for convenience – AT&T, GM, etc. The next iteration for FedEx was the acquisition of Kinko’s in 2004, and the brand name became FedEx Kinko’s. It took three years, until June 2008, for FedEx Kinko’s to become FedEx Office, and there are still some stores and branding displaying FedEx Kinko’s. Change comes slowly when well-known brands are involved. The future of Foster Marketing Communications Now at 30 years, where is Foster Marketing Communications headed? Well, first we’ve named a new President, Tiffany Harris. Tiffany was there at our 15th anniversary, fresh out of the University of Louisiana with lots of energy and enthusiasm. She has grown from an Account Assistant to Executive Vice President, well-thought of by both clients and employees alike. And, she’s helped Foster Marketing grow to become the largest oil and gas marketing communications firm in the world. The future of Foster Marketing is bright with Tiffany at the helm. I’ll remain as CEO, or Chief Exposure Officer, and help us build our brand in the oil and gas and other energy-related fields. Building your brand in these days of Internet marketing is even more important with the need to increase your online presence. Second, we want to remember our roots … what got us here in the first place – hard work, persistence, honesty, valuing our professionals, superior client service and, yes, top-notch creativity. It is a common fact that many B2B marketers stay the path of the traditional and in-the-box techniques. To create a competitive edge to your business marketing, you need to add some creative thinking and opportunities to attract and engage prospects and customers. Third, the best way to do that is to call Foster Marketing.
          Throughout our careers, we all glean tips and tricks of the trade. After several years coordinating trade shows and traveling from Calgary to Kuala Lumpur, I have learned that Velcro is a must, Pledge wipes work best for Plexiglas and that when a protester runs through an exhibit hall spray painting your video screen the day before a show you must ask for a miracle. The moral of this story is that with trade shows, you have to be prepared for everything because anything can happen. I have always considered myself a “planner.” My datebook is organized and filled with as many details as I can cram. So, in a way, it makes sense that I have found myself coordinating trade shows, a profession that has taken my planner habits up a few notches. With trade shows, my rule is plan early and often. In many cases, booking a booth space for a trade show is done a year in advance – two years ahead for biennial events – and often exhibitors sign up for next year’s show before the current show has closed. The nature of this business is to plan ahead, which requires staying abreast of contract deadlines and being prepared to commit early. This, in many cases, is the only way to ensure better booth placement. And for an exhibitor, staking your claim on the high-traffic spots can mean a successful return on your trade show investment. So, it’s no surprise that many of our clients are already knee-deep in 2011 show planning. For instance, the fortunate holders of a priority number for the Offshore Technology Conference (OTC) must submit contracts for 2011 space assignment by Aug. 6. Again, I stress, plan early and often. In addition to planning early and often, here are a few tidbits to live by from independent exhibit-management consultant Candy Adams.
          • Start with the strategy, not the tactics. Plan for trade shows strategically rather than tactically – don’t simply go through the motions. Set measurable objectives, qualify attendees, choose the proper products to display and put together a plan for pre-show, at-show and post-show activities. • Always have a Plan B. Trade shows do not run perfectly – there are too many variables involved. Your only defense is to plan for contingencies. • Arrive at the show early. Problems arise when trying to do too much in too little time. Arrive during setup to ensure all is going according to plan and to orient yourself. • Cultivate good relationships. As with any vendor relationship, treat them well and they’ll return the favor. Get to know the people you work with on the show floor. • Always ask for discounts. Knowing how to get discounts is one of the keys to maximum cost savings. • Pad your budget. Add 10 percent to your budget for contingencies that often arise. • Build extra time into your schedule. Pad your schedule and push up your internal deadlines. With the many deadlines you’ll need to juggle, giving yourself a buffer is a very good idea. With each show attended and every new exhibit developed, a trade show coordinator gains valuable knowledge. To help you prepare for your next show, Foster Marketing Communications is excited to introduce its latest downloadable guide for the oil and gas industry: Trade Show & Event Marketing: Information to maximize your event potential. Covering the processes of trade show and events planning for the oil and gas industry as well as other industries, this free guide serves as a roadmap for navigating the process – from conceptualization to post-show follow-up. Anyone who has coordinated a trade show will tell you that identifying every detail in the process is not possible because each trade show often has its own set of rules. With that in mind, this guide is designed to provide a useful overview to assist in formulating a trade show or event game plan. As always, Foster Marketing can help you navigate these details and craft a comprehensive plan for your company for both domestic and international events. Happy planning!
          Not only having a plan but using common sense can ease the negative impact. In our agency library we have a sample copy of an eight-year-old Crisis Communication Plan for British Petroleum (BP). It includes 30 pages of information on what to do in a crisis. To our way of thinking, however, it’s too heavy on listing internal point people and external media contacts and outlets (about 25 pages)…and relatively short on reality. But at least it’s a plan. The BP oil disaster is a classic case history of what can happen when you have a plan but you don’t factor in the local equation. Many times, flawed communications at the local level hinder the public relations effort. As the prison warden in the movie Cool Hand Luke slowly shared with the convicts after catching escapee Paul Newman: “What we’ve got here is … failure to communicate.” When crises hit, there is a tendency to centralize the response at headquarters, notes Irving Schenkler, director of the management communication program at New York University’s Stern School of Business. Public relations efforts frequently fail to take local customs and peculiarities into account. Schenkler says, “There’s a systemic problem in these situations in communication flow, and how sensitive communication is calibrated and delivered.” As a result, foreign executives frequently place the wrong foot forward – or into their mouths. When BP’s Swedish chairman, Carl-Henric Svanberg, emerged from a marathon meeting at the White House on June 16, he assured the American public that he and BP were concerned about the “small people.” Swedes, who are considered among the best English-speakers in Europe, were embarrassed by Svanberg’s lack of understanding of American politics, where journalists may refer to “average people,” but populist politicians like Sarah Palin call them “real Americans.” In the early part of the crisis, BP CEO Tony Hayward’s remarks that the spill was small relative to the vast Gulf of Mexico and his complaint that he just wanted his life back — reinforced the sense that Hayward wasn’t fully engaged in the effort to clean up a mess far from his corporate home. What is strange is that the thrust of BP’s old Crisis Communications plan is to engage the media on a local level, both internally and externally. Local internal contacts and local newspapers and TV/radio stations along the Gulf are all listed. However, this disaster and BP’s response was deemed beyond the local level and ability and media interest. And, certainly it is. How are you going to respond in a crisis? Chances are good your company has an internal plan for what to do in case of an emergency, but what about handling the public aspect of a crisis? What will you do to prevent negative media from spoiling the reputation that your company has worked so hard to build? How will your company appear under pressure? Unfortunately, companies are all too often caught off guard and unprepared to navigate the communications challenges and opportunities that arise during times of crises. Some companies operate under the mind set that they’ll cross that bridge if they come to it. But, when a crisis happens, having a well-thought-out, coordinated crisis communications plan in place that integrates all your public communications can greatly help minimize negative publicity and protect your company’s reputation. From a public relations perspective, a “crisis” can be considered anything that will bring intense negative attention to your company – anything from an explosion at a plant to financial and investor worries to troublesome lawsuits. But there are several reasons why companies need to have a plan in place, regardless of the type of crisis. When a problem happens, time is of the essence. You need to act quickly to respond to concerns or criticism. Immediately responding to negative and possibly incorrect information leaves less time for those thoughts to resonate with people and more time for your company’s message to be heard. As we’ve seen with BP’s current situation, it can be difficult to repair the damage done by inaccurate information and the perception that you haven’t acted quickly enough, i.e. how many barrels of oil were actually flowing from the well. Planning ahead reduces the time spent trying to organize communications efforts – time that you won’t have in the event of an emergency. It is important to be coordinated, confident and caring. In times of trouble, one of the most important things a company can do is to portray strength, organization, confidence and capability. A strong front can go a long way toward easing fears and erasing misconceptions. Having a plan in place that employees are comfortable and familiar with reduces uncertainties and helps those involved react with confidence. It shows customers and shareholders that the company is capable of handling difficult situations with poise. Also, the public wants to see that your organization is genuinely concerned for those affected and that you truly want to make it right. Advanced planning ensures all the necessary pieces are in place. Does your company have someone that is prepared to serve as a spokesperson? Will the website handle heavy traffic if it receives a surge of visitors? Have you built relationships with relevant media? These are just a few of the many questions faced during a crisis that take time to answer and cannot be adequately addressed in a hectic and short amount of time. If properly prepared, crisis situations can reveal unique communications opportunities.While it’s not entirely true that there’s no such thing as bad publicity, it is important to look for the silver linings and opportunities that can present themselves during troubled times.
          • Increased website traffic – A company’s website is one of its greatest advocates and platforms for getting its message out. Always have your company’s website prepared for a crisis situation by making sure the site highlights the company’s capabilities and strengths and that it is able to handle high traffic. • Open dialog – When a crisis happens, you’re immediately thrown into a conversation. Once the dust settles and that conversation ends, it’s important to continue that dialog. Use the doors that opened through that situation to continue your company’s communications efforts. When participating in these conversations, don’t forget about the role social media and networking sites now play. • Opportunities to show growth and improvement – One of the ways to keep the conversations going is by continuing to provide feedback on some of the issues that were discussed. For example, maybe your company strengthened its safety requirements after an accident. Take that opportunity to highlight the company’s initiative to improve and protect its employees. • Identify weaknesses – In the same way troubled times reveal opportunities, they undoubtedly uncover weaknesses. Thoroughly evaluate your company’s communications efforts after a crisis, as well, and identify areas that need improvement. You’ll be even more prepared should another problem arise.
          A comprehensive, integrated crisis communications plan can be a lengthy and time-consuming process, but it’s a sound investment. Foster Marketing Communications can help you put that plan together – or hone it. And, you can be sure we’ll be there to support you if a crisis happens.
          Recently, my wife and I made a trip to Washington, D.C., for the National Ocean Industries Association (NOIA)spring meeting. It was a somber meeting as the announcement of the horrific blowout in the Gulf of Mexico was unfolding in front of many of the members. The meeting aside, time after time I was confronted with the pall that hangs over our economy and the nation’s capital in particular – poor service, sorry attitudes and getting nickel-and-dimed to death. It really started from the moment we checked in for the trip to D.C. Right off the bat, we were charged a $25 fee for each checked bag. These days the charge for bags might be as much as 50 percent of the fare. Thank God, Delta hasn’t followed Spirit’s lead and charged for carry-on items. Then you get to Washington. As we all know, this isn’t the same old Washington as before. In the good old days, prior to 2008, you knew what your cab fare was going to be to just about anywhere in D.C. It was posted in the cab. Now it’s a mystery. We traveled from the same place to the same place several times during our stay and the fares were never the same – different routes, additional passengers, language barriers. And, the cab guys have learned from the airlines. On the way from the airport to the hotel, there’s now a baggage charge. The big bags in the trunk are $2 each and each additional bag is 50 cents. If the driver loads them, it’s an additional fee per bag. Before we left the airport, we were more than $10 into the fare (oh, it’s an additional $3 for another passenger.) Kind of makes you want to go solo and carry your bags in your lap. And, the service. At most venues, we ran into zombie-faced workers with no passion or personality, only working for a pay check. It’s sad, especially when so many people are out of work and would cherish a job no matter how menial. Even at Reagan Airport on the way home, it was distressing to enter a long, long security line and have a young TSA worker hand me a slip of paper. I asked him what it was for and he said, “There’s a time marked on the paper and you’re at the end of the line. When you get through security, hand it to an agent.” Okay, I thought. Well, 30 minutes later, I handed it to a TSA agent. The bad news: It took 30 minutes to get through security. The good news: At least they are trying to figure it out. When I see a wayward worker, I’m always reminded of one of my favorite all-time tapes (now on CD) – Zig Ziglar’s A Winning Attitude. There are many great stories on the CD, but my main take-away is his statement: “Your attitude, not your aptitude, will determine your altitude.” A great attitude goes a long way toward improving service and even makes the extra fees and waiting in line almost palatable.
          At the recent EXHIBITOR Conference and Exhibition in Las Vegas, it was comforting to find myself amidst a group of professionals who understand why you need a budget for Velcro … and a storage bin for duct tape. This annual show draws thousands of attendees who want to learn the latest trade show industry trends and collect the neatest new goodies. When you spend days coordinating trade shows as I do, you learn the value of face-to-face marketing efforts, not just as an occupation, but also as a tried and true marketing method – one that must be kept alive among the rapid increase in email, virtual events and social media. Some attendees were concerned about their industry, and I realized how blessed we are in the oil and gas industry because our industry understands the value of face-to-face relationship building and what it means to a company’s success. To gauge trends across industries, EXHIBITOR Magazine recently conducted a survey asking exhibit managers to rate upper management’s support of exhibit- and event-marketing programs. The results were encouraging for those of us in the trade show business. More than 80 percent of respondents said upper management gives average or strong support to their event programs; and nearly 84 percent indicated similar support for exhibit marketing efforts. One respondent explained that face-to-face marketing could be growing in importance because of “an increasing desensitization to impersonal marketing methods.” Another remarked, “As email and online symposia become more and more prevalent, face-to-face marketing will become more valued. One cannot underestimate the power of a personal relationship when it comes to building trust with clients and prospects.” These two respondents value trade show marketing, but not at the detriment of a total mix of marketing tools to reach customers and get results. It’s not about choosing one marketing method over the other, it’s about understanding the importance of each and, many times, ensuring they work together. The trade show floor is the optimum platform for combining the incredible technology we have at our fingertips with the opportunity to look someone in the eye and earn his or her trust. Yes, trade shows are about the ever-important relationship. However, they also are effective for numerous other measurable objectives, all of which can be identified before the show and measured after. Barry Siskind, president of International Training and Management Co. in Toronto, offers this short list of objectives that can be accomplished at a show in addition to lead-generation efforts. • Obtain customer feedback. Trade shows provide an easy opportunity to gather information from customers on various topics. Perhaps you’d like to know how customers feel about the sales staff’s customer-service skills, or how they rate your new exhibit design or product demonstration. These questions can be easily answered through in-exhibit surveys, informal polls or in-booth focus groups. • Gather competitive intelligenceNo other venue is as valuable as a trade show for gathering competitive and industry intelligence. Walk the show floor, attend seminars and network with customers to assemble valuable industry data to use to your advantage. • Introduce employees to the industry. Trade shows serve as a microcosm of an industry, making them a great venue for new employees to get their feet wet and to meet key individuals, build relationships and gain valuable knowledge. • Meet the press. And meet them face-to-face. That isn’t something that you can do just any old time. Hosting a press event or conducting an interview within your exhibit can give a company an inside track with a trade publication. • Find partners and form strategic alliances. Explore outside your exhibit space. Especially in the oil and gas industry, some of the best leads can be found from your fellow exhibitors. • Provide customer service. You can provide great customer service by being prepared to answer customer questions or complaints. This goes a long way in building credibility and customer satisfaction. • Identify potential employees. We’ve all seen them walking around the exhibit floor … the potential employee. If you have positions that need to filled, take these attendees seriously. One might just make the cut. Trade shows can be overwhelming – in many ways. By nature, trade show planning and event coordination is a detailed, time-consuming process with countless variables. With years of experience on the trade show floor, countless events under our belt and a list of partners across the globe, Foster Marketing can provide your organization with strategic trade show and event marketing plans based on specific goals and objectives, while saving you valuable time and helping you avoid potential pitfalls. The oil and gas industry, perhaps more than any other, has been built on relationships. Long before email, virtual events, social media and texting, the industry was fueled by face-to-face familiarity. This trend continues today making relationship building and face-to-face marketing essential.
          Much has been made of the term “branding” in the past decade. However, decades before branding was a hot marketing topic, the descriptor du jour was “positioning.” Nearly 30 years ago, Al Ries and Jack Trout penned their seminal book Positioning: The Battle for Your Mind. In fact, we still have a half-dozen, age-worn copies of the paperback version in our agency library. The main premise of the book was that the essence to creating a brand and being a brand leader is to be first in the mind, not necessarily first in the market. This was brought home to me again last week when I saw a TV story on the Snuggie™. For those of you who aren’t familiar with a Snuggie, it’s a body-length blanket with sleeves usually made of fleece material. It is similar in design to a bathrobe and is meant to be worn backward (i.e. with the opening in the back). As of January 2009, more than 20 million Snuggies had been sold, at anywhere from $15-$20 apiece. That’s nearly $4 billion in sales. In fact, the Snuggie is a staple for our ladies in the Houston office. The “Snuggie” brand of sleeved blankets became a pop culture phenomenon after a direct response commercial promoting the product was aired, leading to a mocking of the product and its commercial by comedians such as Jay Leno, Ellen DeGeneres, Bill Maher, Jon Stewart, Whoopi Goldberg and Tim Burton. This month, 20,000 Cleveland Cavalier fans wore Snuggies at a game, setting a world record. However, it wasn’t the first. What is interesting is that the Snuggie wasn’t the first sleeved blanket in the market. That distinction goes to the Slanket™. In 1997, Gary Clegg, a freshman at the University of Maine, cut a hole in a blanket and began to market it. Here’s how he described it: “One subzero night in 1998, during my first semester of college, I could not escape Maine’s winter bite. While watching Late Night with Conan O’Brien, I decided I needed to tear a hole in my sleeping bag so I could keep my upper body warm as I channel-surfed during the commercial breaks. During Christmas vacation I commissioned the first Slanket to be made by my mother … and it was born.” First, he sold his blankets on chat sites and blogs; he couldn’t afford TV ads. By 2007, he was selling his Slankets on QVC – and on one show sold 17,000 blankets in 11 minutes. Unfortunately, the Slanket wasn’t patentable. When the economy turned south, the Snuggie snuck in. “We did have unique timing,” said Scott Boilen, president of Allstar Products Group, a leading direct response and consumer products and the marketer for Snuggie. “The recession and the car companies and financials pulled out of the advertising market so we had a 90-day window during the fall of 2008 and we swooped in and ran every bit of media we could.” Those forgotten firsts. To demonstrate the power of first in the mind, not first in the market: does anyone remember Hurley? Hurley built the first washing machine, but the brand never got into the mind. Duryea built the first automobile in America, but the brand never got into the mind. Ford was the first brand in the mind and is still the leading automobile brand in America today. Du Mont built the first television set, but the brand never got in the mind. There are even more applications of this principle. Take the iPod, the brand that turned around Apple Computer. Apple wasn’t the first MP3 player with a disk drive. More than a year before Apple introduced the iPod in November 2001, Creative Technology Ltd., a Singapore company, was selling the Creative Nomad Jukebox, an MP3 player with a disk drive, in the U.S. market. In addition, the Jukebox had a 6-gigabyte hard drive versus the 5 gigabytes for the initial iPod. What happened? Ries, in a recent blog, said four things went wrong for Creative Technology: • Line extension. Creative Technology was already selling two other players with basically the same name and limited memory (only hold about 20 songs). • Generic name.“Creative” is a generic name, not a brand name. • Long, complicated name. Compare “Creative Nomad Jukebox” (7 syllables) versus iPod (2 syllables). • Lack of focus. Besides an MP3 player, Creative Technology made many other products including digital cameras, graphic accelerator cards, modems, CD and DVD drives, PC speakers, audio chips and electronic musical instruments. Therefore, even though you might be first in the market (like the Slanket and the Creative Nomad Jukebox), you’re better served if you’re first in the mind (like the Snuggie and the iPod). For more information on how we can put you first in the mind of your potential customers, call or email us today.
          When you’ve been in business for 30 years, you tend to collect a lot of stuff, and I’ve kept many interesting, thought-provoking articles through those years. Recently I discovered a special 1990s advertising supplement on new technologies that claimed to “change the future of the advertising and marketing industry.” Here’s the intro: “Who can remember when fax machines were unusual? When graphic designers sent mechanical boards, rather than disks, to the printer? When desktop publishing was a radical new concept?” Unfortunately, I am old enough to remember not only those techniques but also the following now-outdated breakthroughs mentioned in the 1990s supplement: • “Remember when Federal Express was the fastest way to get it from here to there? Think again.” • “Media planners, throw out the bookcase full of media kits. You won’t need it.” • And, the one I like the best: “The product manager wants to see the new label in 8 more typefaces, 7 more colors with 10 new logos. It’s no problem…and it doesn’t cost a fortune.” Fortunately, we’ve survived those technological waves and now are embracing new media technological challenges. In his book, Walk the Walk: The #1 Rule for Leaders, Alan Deutschman (who previously authored Change or Die), writes that while many see themselves as leaders, in fact they are engaging in one of three different pursuits — rulership, stewardship and lemmingship: • Rulership is about protecting and preserving one’s position of power and privilege. • Stewardship is the responsible and intelligent management of established institutions. • Lemmingship occurs when the heads of organizations repeat the same practices and strategies that have already brought ruinous consequences for others in their fields. Deutschman defines leaders as those who strive to change the ways that other people think, feel and act. Leadership is about creating change. As the famous business philosopher Meat Loaf sings, “If it ain’t broke, break it.” We must be agents of change. Following are some trends and technologies that could make you an agent of change in the oil and gas industry: • 3D at home (and at a trade show). 3D is the new HD. Having successfully invaded the big screen, it’s on its way to the small screen. Panasonic will join Sony, Samsung and LG as developers of 3D televisions. At the recent IADC/SPE, Halliburton used 3D to present its downhole capabilities. • Electric car networks. Networks of charging and battery-switching stations — where drivers can quickly replace dead batteries — are sprouting in countries such as Denmark and Israel. Five U.S. cities will serve as test markets for networks developed by ECOtality. • Mobile money. Increasingly, people will be able to send money via their mobile phones as quickly as they would a text message. In the developing world, this helps entrepreneurs overcome infrastructure issues and allows banks and companies to reach people in remote rural areas. • Mobile ticketing. Flashing cell phones at airports and event venues will replace paper tickets. Some major airports are using scanners to read bar-coded passes and several airlines are shifting to paperless check-in. • Paying for Online Content. Content providers will attempt to engineer a paradigm shift from free to fee. Five major magazine and newspaper publishers in the U.S. recently launched a venture that would create an iTunes-like digital store for their content. Currently, companies pay for online content at Oil & Gas Journal andUpstream, but it could affect how we receive information from all oil and gas trade publications. • Slow communication. There’s a backlash against today’s proliferation of speedy and thoughtless Tweets, status updates and emails; and our always-on, skim-and-pass-along communication habits. Watch for more Web-based products and services like woofertime.com, a Twitter-parody site that requires at least 1,400 characters per post, and Email Addict from Google Labs, which forces 15-minute email breaks by freezing the user’s email window. These are just a few of the 40 Things That Might Matter to Your Business (and part of a list of 100 Things to Watch in 2010, courtesy of ad agency, JWT). Email kbonner@fostermarketing.com if you’d like to see more of this list and we’ll pass on a link. How can (and should) you implement these concepts into your marketing or business plan? Go ahead. Take a chance. Be an agent of change.
          Ever had a bad business experience…and then told someone about it? If not, you’re in a minority. All of us at one time or another have had to wait in a long line, received poor customer service or felt ripped off. When a store doesn’t carry the brand we want, we complain to our friends. When we have to wait too long in line, we warn our neighbors not to shop there. Today, not only do we share these negative reviews with a handful of family members and friends, but we can also register our complaints on Facebook to our 900+ friends and friends of friends. Or we can Tweet in a pithy comment on Twitter for the world to see. No industry is exempt from being reviewed. If you provide a product or service, someone somewhere is talking about you. And that can be bad news for your business if you’re not managing customer expectations or acknowledging the online chatter. There is a very shiny silver lining to this cloud. When things go well we are even more excited about sharing good reviews like “have great products,” “provide quality service” and “are customer-focused.” Many deals and decisions in the oil and gas industry are still based on long-time relationships and referrals. Why does Operator A only use Service Company B for its Gulf of Mexico projects? Because somewhere along the way, someone gave them a good review. Social media is changing how we do business. About 83 percent of online buyers said they trust recommendations from friends; and more than 50 percent say they even trust reviews from strangers, according to a survey by Forrester Research. Shouldn’t you know what people are saying about your company, your products and your services? Are you getting good reviews from current and former clients? If you aren’t sure, take a look online because chances are the people you are selling to already have. Last year, a blogger approached one of our international oil and gas clients about the origin of its company name. The blogger emailed this company, seeking a response for what could be a rather unflattering posting about the etymology of the company’s name and its mythological meaning. Our client could have handled this situation in several ways: – First, he could have ignored the email completely. By deleting this one email, the blogger would have posted this item and likely would have started a chain reaction of other posts and emails from friends, colleagues and customers about the negative statements on the blog… likely with a line that said, “the company refused to respond.” Not exactly what you want customers and prospects to read. – Second, he could have responded in a not-so-nice or threatening manner. This option would likely have led to a similar outcome, only the blogger would have added a bit more bite to his blog post. – Instead, our client chose a better alternative. He responded and started a dialogue with the blogger. He offered information about his company, what they do and how the company name came to be. By participating in the discussion about his company, our client played an active role in protecting his company’s good name, and the blogger opted not to post anything negative about the company and its name. In the B2B arena, participating in these online conversations is becoming even more important. About 95 percent of corporate purchasing agents say they use the web to research products and services before making a selection, according to a study by research firm, Enquiro. Shouldn’t you know what they’ll see about your business? It’s worth your time to take a look at what your customers see when they look you up on the Internet and identify opportunities for your company to join this online conversation. In addition to the five Ps of marketing we’ve always lived by (product, price, position, promotion and people), now there’s a sixth P — “participation” — that demands our attention.
          October isn’t just the start of another hunting season; it’s also the start of the 2010 budgeting season. And, never has it been harder to plan for the future when you don’t know what the future holds. It reminds me of the story about the man who sold hot dogs on the corner. The man was hard of hearing, so he had no radio. And, he had trouble with his eyes so he didn’t watch TV or read newspapers. But he sold good hot dogs. He put up signs on the street telling how good they were and stood out on the corner and cried: “Buy a hot dog, Mister?” And people bought. He bought a bigger stove, increased his meat and bun orders and eventually asked his son to come home from college to help him run the business. But then something happened. His son said, “Dad, haven’t you been listening to the radio or reading the newspaper? There’s a big depression. The world situation is terrible. The domestic situation is worse.” Whereupon the father thought: “Well, my son’s been to college, he reads the newspapers and watches TV so he ought to know.” So the father cut down on his meat and bun orders, took down his advertising signs and no longer bothered to stand on the corner to sell his hot dogs. And his hot dog sales fell almost overnight. “You’re right son,” the father said to the young man. “We certainly are in the middle of a great depression.” No one plans to fail, but many times we fail to plan. Cutting marketing and advertising budgets in tough times is a recipe for failure. There are a number of different methods used to establish budgets. Designating a percentage of sales is a common method, and studies have been done on what companies spend in various SIC codes on advertising as a percentage of sales and percentage of margin. Another method, and the one we prefer, is the task method budget where tasks are budgeted to reach marketing objectives. More than ever, marketers are being held accountable for results. Studies through the years have proven that a predictable percentage of buyers exist in every group of leads generated by a communication program. We have to know there are buyers out there, or why would we market at all? When you can forecast the expected return on promotional investment (ROPI) for six-month and one-year periods, upper management looks at marketing communications in a whole new light. Marketing communications expenditures then become an essential cost, not a supplemental cost that is cut easily. The rules for ROPI are simple: 22%, or slightly more, of inquirers will buy within six months — from you or your competition; around 45% of them will buy within one year. Prove it to yourself: Telephone 100 leads you received one year ago. Within about five percentage points, the prediction will hold true. Call leads after six months, and most likely, 22% to 25% will have bought. One of the toughest tasks in today’s information world is determining the best vehicle to reach your prospects. There are a lot more vehicles today than the few available to the hot dog salesman, some with minimal hard cost but a large amount of human cost (screaming from the corner), such as social media. At a recent online marketing conference, speaker Joel Book (http://www.exacttarget.com) displayed a slide that showed the progressive growth of media vehicles over 20 years, from basically four media outlets — TV, radio, print and outdoor — in 1990 to the proliferation of media we have today. The medium is the message as Marshall McLuhan said years ago. So, what’s a marketer to do when developing a marketing communications plan and budget? You can certainly wade through the myriad forms of media and cobble together a budget, or you can develop a strategic plan with achievable goals. Foster Marketing Communications has 30 years of experience helping clients budget and build their business. We can help you, too.
          Don Hewitt, the legendary executive producer and creator of 60 Minutes who passed away recently, was once asked to explain the secret to his success. “It’s four words that every child in the world knows: tell me a story,” he said.  “Learn how to tell a story, and you’ll be a success. It’s a technique as old as time. “Even the people who wrote the Bible were smart enough to know, tell them a story. The issue was evil in the world…the story was Noah. Now, the Bible knew that. And for some reason or other, I latched onto it,” Hewitt said. In fact, the title of his memoir is Tell Me a Story: Fifty Years and 60 Minutes in Television – about $10 in paperback on Amazon. What we do in marketing communications is the same – tell stories: interesting stories, success stories, informational stories, humorous stories. You may never have thought about it that way, but before you make a presentation to a client you develop a pitch, or before you present to an audience you might begin with a humorous anecdote. “Narratives have this intense power,” says novelist George Dawes Green, author of the Juror (Warner, 1995) and other books. “Just look at how we tend to gather in the kitchen at the end of the evening and swap stories, or how children pick up the nuances of even the simplest of stories. “In this high-tech age, each step of technology distances us a little more from what we’re really seeking, which is human contact. Storytelling helps satisfy our need from connection.” You may have received one of our many Foster Marketing 3D promotional mailers. Most, if not all, are based on a story which is creatively illustrated. Whether it’s the story of two hikers running from a bear, the old oilman in the dentist chair, the farmer and his mule or the Cajun helping the doctor deliver triplets in the bayous of South Louisiana, all are used to spin a marketing yarn. What’s your story? You might not have thought of formal storytelling for your presentations, but there are tips for tale-telling: –         Determine the conflict: Understand what’s at stake for the stakeholders, as this drives your story forward. The story should involve you or your firm as the narrator and at least one other person or company. –         Develop a strong arc as your organizing principle: Story structure can be governed by the chronology of events or even an underlying theme. You can also present a stakeholder early in the story and then leave them out until the very end; in this way you’ve come full circle and surprise the audience. –         Keep it simple and stay on track: Your conflict/theme is your editing tool as you take your audience on a journey. Storytelling requires a tight economy, so you risk losing your listeners if you wind up pulling vaguely related anecdotes together. –         Finally, use pauses, not props: Manipulating silence by pausing can be put to great effect, whether before an emotional moment or in anticipation of a laugh. Props, on the other hand, create a distraction. At a recent marketing event, I told the story about an oilfield service company that came to Foster Marketing to improve its image in the oil and gas industry. The company had great products, great management and a strong client base but had recently rebuffed (conflict) a $10 million offer to acquire the company. This company realized that to increase the value of the company, marketing was needed. We began a marketing communications program encompassing many tools – public relations, advertising, collateral development – to increase the awareness of the company in the marketplace (chronology). And, sure enough, about nine months later, the company sold for $25 million. That was a great lesson for me (pause)…we tell clients that marketing improves awareness, increases your leads and ultimately increases your sales. However, what really dawned on me was that what marketing really does is increase a company’s brand equity (strong arc). I finish the story with the concept that after you’ve appraised the inventory, factored the receivables and set a property value, the only thing left in a negotiation is your brand equity or good will. With a marketing program, this company became a growing concern and thus had increased value. We still have that company as a client as well as the company that acquired them. That’s just one of our stories.  What’s yours? If you need help in crafting one, don’t hesitate to call or e-mail us.  Or, better yet, call your Account Executive to attend our seminar on the Art of the Rainmaker Oct. 1 in Lafayette with well-known business development guru, Bill Whitley. In the Art of the Rainmaker you will learn how to create the messages, questions and insights that attract and engage clients and the strategies that will differentiate you from the competition.
          Foster Marketing has named Anna Scordos-Brooke as its director of public relations, president Tiffany Harris announced.

          Anna Scordos-Brooke

          Prior to her promotion, Scordos-Brooke served as Foster Marketing’s public relations account executive based in the U.K. She has more than 13 years of experience in the oil and gas industry, with a background in business-to-business publishing. Before joining Foster Marketing in 2013, she held a range of editor positions with global publications including Oilfield Technology, LNG Industry, World Coal and EnergyGlobal.com. As director of public relations, Scordos-Brooke will be responsible for devising clients’ overall public relations strategy and will work with public relations associates in the U.S. to implement plans globally. She will also work closely with the media to deliver technical writing on behalf of clients and support international new business development. “Anna’s technical writing background, industry knowledge and global perspective is a great asset to Foster Marketing and to our clients,” said Harris. Scordos-Brooke holds a degree in English and American literature from the University of Warwick in the U.K.
          HOUSTON – Foster Marketing has named Kelsey Whitmeyer as account associate, president Tiffany Harris announced.

          Kelsey Whitmeyer

           

          Whitmeyer will be based in Lafayette, La. She will provide support to account executives in account management as well as new business development, trade show coordination, social and digital initiatives. “While serving as an intern at Foster Marketing, Kelsey exhibited great potential in multiple disciplines,” said Harris. “Having this well-rounded lady on the Foster Marketing team permanently will be a great asset.” Whitmeyer holds a bachelor of science in business administration from the University of Louisiana at Lafayette. She majored in marketing with a concentration in international business. She is an active member of the American Marketing Association.
          HOUSTON (Jan. 20, 2015) – Foster Marketing, a full-service marketing communication firm serving the worldwide energy industry, has named Megan Schreckenbach vice president of account services.
                 

                   Megan Schreckenbach

          Based in Houston, Schreckenbach will be responsible for Foster Marketing’s Houston office, supervising the Houston account services team, developing and implementing strategic marketing communication plans and building and maintaining strong client relationships. Schreckenbach has more than 10 years of experience in coordinating and managing effective creative strategies for clients. Schreckenbach joined Foster Marketing in 2007 as an account associate and was later promoted to trade show coordinator and account executive. Schreckenbach attended the University of Louisiana at Lafayette where she earned a Bachelor of Arts degree in public relations and was awarded Outstanding Graduate for the College of Liberal Arts. “Megan’s experience as trade show coordinator and account executive provides our clients, as well as other team members, with valuable guidance and assistance,” said Tiffany Harris, president of Foster Marketing. “Megan is a highly qualified and extremely motivated employee, making her the perfect candidate to oversee our Houston office.”
          LAFAYETTE, La. (October 2, 2012) – Foster Marketing, a full-service marketing communications firm serving the worldwide energy industry, recently held their annual Foster Fest retreat. This year, Foster Marketing employees embarked on a four-day cruise to Cozumel, Mexico, onboard the Carnival Elation. Foster Fest is an annual, team-building retreat that has been a Foster Marketing tradition for 15 years. One day of the retreat is dedicated to a workshop and allows Foster Marketing’s employees to present and brainstorm on new ideas to enhance their respective departments – public relations, trade shows and events, digital marketing, business development, etc. In addition, presentations are given by every department to highlight client case studies that set a precedent for success. “We spend 99 percent of our time working on the client’s business, and Foster Fest gives us the opportunity to work on our business,” said Foster Marketing President Tiffany Harris. “Foster Fest is a great opportunity to brainstorm collectively for the future growth of the firm.” Foster Marketing is a 32-year-old business-to-business marketing, advertising and public relations firm. The firm serves clients internationally in the energy industry from offices in Lafayette and Houston.
          Lafayette, La. (June 12, 2012) – Foster Marketing, a full-service marketing communications firm serving the worldwide energy industry, has promoted Darlene Miller to Office Administrator, President Tiffany Harris announced.

          Darlene Miller

          Miller joined Foster Marketing in 2010 as an administrative assistant and handles all office and administrative tasks. Miller has more than 25 years of administrative experience in the oil and gas industry. She has held positions with Medco Energi USA, Inc., Multi-Chem Group LLC, and Baker Petrolite. “Darlene stepped in a year-and-a-half ago and has done an exceptional job taking on all office duties; she has managed and operated all our office programs effectively to keep our business organized,” said Harris. “Our business is growing and Darlene provides the office support that we need to be successful.” Foster Marketing is a 32-year-old business-to-business marketing, advertising and public relations firm. The firm serves clients internationally in the energy industry from offices in Lafayette and Houston.

          Tiffany Soileau

          LAFAYETTE, La. (July 7, 2011) – Tiffany Soileau has been named Account Executive at Foster Marketing, President Tiffany Harris announced. Based in the Lafayette, La., office, Soileau will be responsible for developing strategic marketing communications plans, building client relationships and servicing accounts. She joins Foster Marketing from KATC-TV3 where she was responsible for placing and negotiating programming plans. She has eight years of extensive public relations experience specializing in regional governmental issues and statewide information campaigns. In addition, her experience includes event planning, media relations and speech writing. Soileau holds a Bachelor of Arts degree in mass communication and English with a minor in history from the University of Louisiana at Lafayette. “As we continue our growth, both domestically and internationally, adding experienced and talented people like Tiffany is a necessity,” said Harris. Tiffany Soileau has been named Account Executive at Foster Marketing, President Tiffany Harris announced. Based in the Lafayette, La., office, Soileau will be responsible for developing strategic marketing communications plans, building client relationships and servicing accounts.
          LAFAYETTE, La. (Nov. 3) – Foster  Marketing  Communications recently celebrated its 30th anniversary with events in Houston and Lafayette, La. Foster Marketing was founded in 1980 and quickly developed its niche as a leading oil and gas marketing communications firm, providing business-to-business marketing solutions to clients around the world. To commemorate its 30th year, celebrations were held with clients, vendors and friends Oct. 14 at Maggiano’s Restaurant in Houston and Oct. 21 at Foster Marketing’s corporate office in Lafayette. “Foster Marketing’s 30 years are a testament to our talented employees, phenomenal clients and hard-working vendor partners,” said George Foster, CEO of Foster Marketing. “We are extremely grateful for our success and look forward to many more years.”
          LAFAYETTE, La. – Tiffany Harris has been named President at Foster Marketing Communications, succeeding company founder George Foster, who will remain as Chief Executive Officer.

          Tiffany Harris

          Foster Marketing Communications is celebrating its 30th anniversary in 2010, and Harris has been an integral part of the firm since joining it in 1995. Foster Marketing specializes in business-to-business marketing, advertising and public relations and is the world leader in oil and gas marketing communications.  The firm is based in Lafayette with an office in Houston and clients throughout the world. Harris began her career at Foster Marketing as an Account Assistant and then progressed to become Media Planner, Account Executive, Vice President and Executive Vice President before assuming her current position. “This is a natural evolution for Tiffany. She has been an integral part of the growth of Foster Marketing,” said Foster.  “Her marketing, management and client skills, along with an unbridled enthusiasm for her chosen profession, make her the perfect choice for this new role.” Foster, who started the firm with his wife and a part-time artist in 1980 will now focus on agency growth and development in both domestic and international markets. Harris has distinguished herself in several areas while at Foster Marketing, including her expertise in trade show and event planning, her strategic and service-oriented account management acumen and her new business development skills.
          LAFAYETTE, La.  – Foster Marketing Communications, a global full-service marketing firm, has hired Darlene McClelland as Administrative Assistant.

          Darlene Miller

          McClelland, based in the company’s Lafayette office, will be responsible for the organization of the company’s office and administrative operations. She will also assist the controller with accounting and financial duties. McClelland comes to Foster Marketing with 25 years of experience in the energy industry. Her previous positions range from Receptionist to Regional Office Manager with locally and nationally recognized energy companies. “Darlene’s experience in the energy industry has prepared her to better serve our needs,” said Tiffany Harris, Executive Vice President.
          HOUSTON – George Foster, founder and President of Foster Marketing Communications, was presented with the Business Marketing Association (BMA) Lifetime Achievement Award at the recent Lantern Awards of Texas.

          George Foster

          Foster received the award from the Houston Chapter of the BMA for his 30 years of contributions to the marketing industry and his active involvement with the BMA. After graduating with a degree in journalism from the University of North Texas in 1972 and serving as a Sports Information Director at three universities, Foster started the agency in 1980. He has served on the boards of the Houston Chapter of the BMA and the Acadiana Advertising Federation (AAF) and was awarded the AAF’s prestigious Silver Medal Award for excellence in the field of advertising in 2004.  He is a Certified Business Communicator (CBC) and a member of the National Ocean Industries Association (NOIA), International Association of Drilling Contractors (IADC) and American Association of Drilling Engineers (AADE). “I am truly thankful and humbled by this honor,” said Foster. “It is a testament to the outstanding clients, staff, vendor partners and family who have supported me for more than 30 years.” Foster is the second member of the Foster Marketing team to receive the prestigious award. Bob Wallace, Executive Vice President, has also received the honor.
          Foster Marketing also won seven Awards of Excellence for several clients, including InterMoor’s redesigned website; BJ Services’ technical literature series, capabilities brochure, and full-page, four-color space advertising campaign; Superior Energy Services’ capabilities brochure; and TAM International’s full-page single ad. Foster Marketing also won for a self-promotional 3D direct mail piece. The competition is open to all marketers and producers of business- to-business communications for industry or professional audiences in Texas, and entries are judged based on creativity and effectiveness in generating awareness, interest, desire and action..
          LAFAYETTE, La. Foster Marketing Communications recently held its 13th annual Foster Fest retreat and summer meeting during a  trip to New Orleans, La. Staff from Foster Marketing’s offices in Lafayette and Houston attended the retreat, which included meetings focused on the future of the company and expanding on plans to help the company continue to grow and improve. Tiffany Harris, a long-time key employee at Foster Marketing, was introduced as the new President of the firm with founder George Foster moving to Chief Executive Officer. Tony Mikes, the founder and President of SecondWind, an organization of more than 800 advertising agencies, was the retreat’s guest speaker and discussion moderator. Mikes provided an outside perspective on the agency to help the company identify goals and strategies for the future. “This is Foster Marketing’s 30th anniversary and a pivotal time in the company’s history,” said Foster. “New day-to-day leadership and focusing on the future were the essence of our retreat. I can’t think of anyone better to help us with that than Tony.” Harris, who had been Executive Vice President, first joined Foster Marketing in 1995 and progressed from an Account Assistant to her current role. Foster Marketing held its 12th annual Foster Fest marketing retreat and summer meeting during a four-day cruise from New Orleans to Cozumel, Mexico. Staff members and guests from Foster Marketing’s offices in Lafayette and Houston attended the retreat focused on the importance of social media and online marketing for integrated business-to-business communications programs.

          Foster Marketing Communications, a global full-service marketing firm, has made several recent changes within the company to help provide a wider range of more focused services, announced President George Foster.

          Kristy Bonner was promoted to Account Executive and Digital Strategist and Megan Schreckenbach to Trade Show Coordinator.

          Megan Schreckenbach                             Kristy Bonner
          HOUSTON  – Foster Marketing Communications won seven awards from the Houston Chapter of the Business Marketing Association at the 2008 BMA Lantern Awards of Texas, including top honors in three categories and five Awards of Excellence. The agency’s Lantern Awards, presented to the top entry in each category, went to YAM Drilling’s Product Catalog in the Sales Literature-Product Catalog category; the Fractional Page, Four Color Single Ad designed for Ellis Williams Engineering Company’s Quintuplex Mud Pump; and Foster Marketing’s collaboration on BJ Services’ bus advertisements in the Transit Campaign category. Foster Marketing’s five Awards of Excellence were awarded to three Space Advertising Campaigns, including a Fractional Page campaign for InterMoor; and Full-Page, Four-Color campaigns for both At Balance and GE Energy Oilfield Technology.  Also receiving Awards of Excellence were a Full-Page Single Ad for Fugro Gravity and Magnetic Services and a Printed Direct Mail Piece designed for Foster Marketing’s LAGCOE Party Invitation. The competition is open to all marketers and producers of business-to-business  communications  for  industry  or  professional audiences, and entries are judged based on creativity and effectiveness in generating awareness, interest, desire and action.
          LAFAYETTE, La. – Foster Marketing Communications broke ground for its new office building in the Dover Park business center near Ambassador Caffery Parkway on Sept. 11. The $1 million project is being guided by RPI Group LLC and construction by Westmark Construction Company. “Foster Marketing has a long history in Lafayette and in the oil and gas industry. It’s an exciting time for the energy sector and for us,’ said George Foster, president and CEO. “Building a new facility will allow us to expand our operation both now and in the future and better serve our clients.’ Foster Marketing was started in 1980 in downtown Lafayette across from Don’s Seafood & Steakhouse. In 1995, the company moved to its current location on Pinhook in the JP Oil building. Foster Marketing’s Lafayette staff expects to move into its new location at 3909-F Ambassador Caffery Parkway at the end of the year.
          LAFAYETTE, La.- Foster Marketing Communications held its 11th annual Foster Fest marketing retreat and summer meeting during a three-day cruise from Galveston, Texas, to Cozumel, Mexico. Staff and family members from Foster Marketing’s offices in Lafayette and Houston participated in the retreat, which included staff presentations and group sessions designed to promote self-improvement and teamwork, as well as a fun weekend of sun, relaxation and karaoke. “Foster Fest is a fun and productive event,” said President George Foster. “It’s a great opportunity for us to grow as professionals and work on the business instead of in the business.” The retreat is one of four quarterly meetings annually. Previous Foster Fest destinations have included Chicago, Niagara Falls and New Orleans.
          LAFAYETTE, La. – Foster Marketing Communications recently expanded its operations with the addition of Gary Meeks as controller and Kristy Bonner as account associate.
           

          Kristy Bonner

           

          Gary Meeks

          Meeks, a certified public accountant, comes to Foster Marketing from Superior Offshore International Inc. where he was general ledger accounting manager. He was also an accountant for Reliant Energy and Air Logistics and is a graduate of Texas A&M University. Bonner was previously the senior editor of custom content for the Lafayette Daily Advertiser, which included overseeing two monthly magazines. She has also served as a city editor, business editor, design editor, assistant managing editor and senior data/digital editor and has won numerous state and national awards for writing and design.  She will assist Foster Marketing with account service and website development.
          LAFAYETTE – Foster Marketing Communications clients Gulfstream Services Inc. and HB Rentals each won first place for best exhibits in their respective categories at this year’s Louisiana Gulf Coast Oil Exposition (LAGCOE). Gulfstream Services Inc., an oilfield rental company based in Houma, La., was chosen as the best First Time Exhibitor. Its booth featured full-sized models of its hydraulic shear and dual grapple systems used for decommissioning offshore structures. HB Rentals, a supplier of onshore and offshore living accommodations and accessories for job sites, won in the Multi-Outside Booth category. Its exhibit featured three fiberglass offshore accommodation buildings. This year’s LAGCOE featured 325 companies and had more than 15,000 in attendance. The exhibit entries were judged by seven industry professionals. The award-winning booths were conceptualized and built by Foster Marketing’s tradeshow team with client support.
          HOUSTON – Foster Marketing Communications won seven awards from the Houston Chapter of the Business Marketing Association (BMA) at the 2007 BMA Lantern Awards of Texas. Foster Marketing, a 27-year-old business-to-business marketing communications firm with offices in Houston, Dallas/Fort Worth and Lafayette, La., won two Lantern Awards and five Awards of Excellence. The Lantern Awards went to the promotional packaging designed for VAM Drilling’s iPod giveaway in the Corporate or  Product Identity-Packaging Design category; and the “Feather light, Strong bite” ad designed for Ellis Williams Engineering Company Inc.’s (EWECO) 2,200-horsepower mud pump, in the Space  Advertising/Single Ads-Fractional Page category. Foster Marketing also won five Awards of Excellence, which were awarded for a product catalog for Applied Electronic Systems (AES); an open house invitation for Aker Kvaerner; a high-level space ad campaign for BJ Services Company; a capabilities folder for Superior Energy Services; and a full-page, four-color ad for VAM USA.
          LAFAYETTE, La. – Megan Hebert has been named Account Associate at Foster Marketing Communications, President George Foster announced.

          Megan Schreckenbach

          Hebert, a native of Selmer, Tenn., is a graduate of the University of Louisiana at Lafayette (ULL), where she received a bachelor’s degree in public relations and was named Outstanding Graduate of the College of Liberal Arts. Prior to joining Foster Marketing, Hebert worked as an admissions counselor for ULL’s Department of Enrollment Services, where she recruited students from the New Orleans area. She has also worked for the ULL Alumni Association and as a public relations intern for the REALTOR® Association of Acadiana. Hebert has been involved in a variety of professional and community organizations, including the Public Relations Student Society of America and the ULL Alumni Council. She is also an active member of Asbury United Methodist Church, where she is a choir member and leads a children’s choir.
          HOUSTON – Foster Marketing Communications won four awards of excellence from the Houston chapter of the Business Marketing Association (BMA). Foster Marketing clients TAM International and Aker Kvaerner Subsea each earned an award of excellence for ad campaigns; BJ Services received an award for its single page ad and Varel International was presented an award for its logo animation. The competition, sponsored by BMA Houston, is open to all marketers and producers of business-to-business communications for industry or professional audiences. The entries are judged on creativity and effectiveness in generating awareness, interest, desire and action
          FORT WORTH, Texas – George Foster, founder and president of Foster Marketing Communications, has created an endowed journalism scholarship at his alma mater, the University of North Texas. The George and Bonnie Foster Endowed Journalism Scholarship, initiated with a $10,000 donation, will grow perpetually and will support worthy journalism students each year. Foster is a 1972 graduate of UNT in journalism. Eight years later, he started Foster Marketing, a business‐to‐business marketing, advertising and public relations firm with offices in Lafayette, La., Houston and Fort Worth. Additionally, Foster is a member of the UNT President’s Council and a lifetime member of the UNT Exes Association.
          Foster Marketing Communications won four “Best of Texas” awards from the Houston chapter of the Business Marketing Association (BMA) at ceremonies Wednesday at the InterContinental Hotel. Foster Marketing, a 25-year-old, business-to-business marketing communications firm with offices in Texas and Louisiana, won a Lantern Award — the highest creative award in the BMA ceremony — for a comprehensive catalog for seamless steel tube manufacturer V&M Tubes. BMA Houston judges entries based on creativity and effectiveness in generating awareness, interest, desire and action.
          Tiffany Harris has been named Executive Vice President at Foster Marketing Communications and will oversee all Louisiana operations, agency President George Foster announced. Harris began her career at Foster Marketing in 1995 as an Account Assistant and then progressed to become Media Planner, Account Executive and Vice President before assuming her current role.

           

          Tiffany Harris

          Foster Marketing Communications won a total of eight awards from the Houston Chapter of the Business Marketing Association (BMA) during the annual Lantern Awards gala at the Omni Hotel last week. Foster Marketing, a business-to-business marketing, advertising and public relations firm approaching its 25th anniversary, earned five Award of Excellence medals and three Lantern Awards — the highest awards bestowed in the “Best of Texas” marketing communications award competition.
          George Foster, president of Foster Marketing Communications, is the recipient of the 2003 Silver Medal Award presented by the Acadiana Advertising Federation.

          George Foster

          Foster Marketing is a Lafayette-based business-to-business marketing, advertising and public relations firm founded in 1980, specializing in the oil and gas industry. Additionally, the firm has an office in Houston. The Silver Medal Award is the local chapter’s highest honor, presented annually in recognition of outstanding contributions to advertising industry standards, creative excellence and responsibility in areas of social concern.

          Foster Marketing President Tiffany Harris has been selected as the 2011 Outstanding Alumna by the University of Louisiana at Lafayette Department of Communication. She was recently honored at the department’s Annual Spring Honors Banquet held at the Petroleum Club of Lafayette.

                   
          By George Foster, CEO A great deal of time, energy and money are spent on creating memorable brands that add value to company marketing strategies. Lots of money. However, if a company doesn’t live up to its brand, that brand, as one person said, “is dead on arrival.” First, what is a brand? It’s more than an image (logo) and message (slogan). You build a brand platform which puts authenticity and meaning into the very core of your brand. Second, the elements of a brand platform – brand purpose, promise, values and more – inform and define a company’s soul, behavior and actions. In other words, they define its culture. A disconnect occurs when what others see (marketing materials) and experience (culture) don’t match.  

          When Just OK is Not Okay

          This hit home to me when watching my latest favorite commercials, the “When Just OK, is not okay” campaign for AT&T Wireless. I loved the AT&T “Surgeon” commercial (AT&T Surgeon Ad) and close behind was the “Tattoo Parlor” creative effort (AT&T Tattoo Parlor Ad). But after trying to get AT&T internet service at one of our homes I wasn’t feeling like “stay in your lane, bruh.” First, I scheduled the internet install by phone but when the technician arrived, he said he couldn’t install my internet service because there were problems with the box and connection outside. More than three months later, with my lawn torn apart, they fixed the outside connection. Second, to finally get connected, I called customer service and was routed from folks in the Far East to who knows where and eventually disconnected. Exasperated, I went online for help and discovered I could put together my own bundle and schedule an appointment for installation. I did. Again, I drove an hour to meet the technician for final installation but no technician showed. I called AT&T and they showed that I didn’t have an appointment scheduled. Bummer. Finally, the third time was the charm and I drove an hour, met the technician and had high speed internet at our bay house. I’m sure many of you can relate to this whether with AT&T or another service provider, but with AT&T I hit the daily double. AT&T has acquired DIRECTV and they took their “Just OK” campaign to its cable provider. DIRECTV’s new campaign “Don’t Just Kinda TV, DIRECTV” is similar (DIRECTV Therapy Sessions Ad). Again, I wish I could believe the brand. As a longtime DIRECTV subscriber, I tried to have DIRECTV installed at one of our houses. After AT&T acquired DIRECTV, they incorporated a whole new list of regulations for installers – no more dish roof mounts or you can’t install the dish more than seven shingles on the roof, must run the wire around the outside of the house, etc. Previously, DIRECTV technicians could install the dish anywhere the client requested where you could receive a great signal. That’s service without being obtrusive. Now, you are saddled with a dish install that may not be aesthetically pleasing. Is that living the brand?  

          What Happens on Your iPhone Stays on Your iPhone

          Apple has just developed a new series of ads with the theme “Privacy. That’s iPhone.” However, a recent article in the Washington Post by technology columnist Geoffrey Fowler found that 5,400 hidden app trackers guzzled his data—in a single week. As he asks, “It’s the middle of the night. Do you know who your iPhone is talking to?” He writes, “Mine has been alarmingly busy. Even though the screen is off and I’m snoring, apps are beaming out lots of information about me to companies I’ve never heard of. Your iPhone probably is doing the same — and Apple could be doing more to stop it. “On a recent Monday night, a dozen marketing companies, research firms and other personal data guzzlers got reports from my iPhone. At 11:43 p.m., a company called Amplitude learned my phone number, email and exact location. At 3:58 a.m., another called Appboy got a digital fingerprint of my phone. At 6:25 a.m., a tracker called Demdex received a way to identify my phone and sent back a list of other trackers to pair up with. “And all night long, there was some startling behavior by a household name: Yelp. It was receiving a message that included my IP address— once every five minutes. “You might assume you can count on Apple to sweat all the privacy details. After all, it touted it in a recent ad (Privacy. That’s iPhone.) My investigation suggests otherwise.”  

          Hopefully, We’re Living the Brand

          I could go on about his investigation (it’s well, well worth the read: It’s the middle of the night do you know whom your iPhone is talking to?) but this is a brand article not one on Apple’s technology (or lack of). We work hard at Foster Marketing on living our brand but we aren’t always perfect. So, if you think you’re not getting a firm that’s “Full of Energy”, pep us up and let us know. If you’re looking for someone to build your brand, Foster Marketing is the firm to call. And, we’ll help you live it. >> Contact Foster Marketing today.
          The Lafayette Chapter of the American Association of Drilling Engineers (AADE) has elected its 2018-2019 board and committee members. Members from oil and gas operator and service companies volunteer to serve as members of the AADE board to support drilling education in multiple forms to benefit both industry professionals and students. Officers for each AADE chapter are nominated and elected by its general membership. The 2018-2019 elected officers for the AADE Lafayette Chapter are: Kristy Bonner, president, Foster Marketing; Jude Boudreaux, first vice president, Offshore Energy Services, Inc.; Bryan Leger, second vice president, Premium Oilfield Services; Jarrod Suire, secretary, Louisiana CAT; and Sharon Moore, treasurer, Halliburton Energy Services, Inc. “Our committed group of officers and committee members are hard at work to deliver value to the AADE Lafayette Chapter membership by offering informative speakers at our monthly meetings and more during the 2018-2019 session and beyond,” said Kristy Bonner, president of the AADE Lafayette Chapter. “If you haven’t attended an AADE general meeting recently, you are missing out on discussions on important trends in the oil and gas industry.” The 2018-2019 steering committee tasked with guiding the organization’s efforts includes: Al Wambsgans, steering committee chairman, DC International; Craig Castille, HWCG LLC; Rick Farmer, Double R Resources; Bruce Jordan, Stokes & Spiehler; Alden Sonnier, FDF (Francis Drilling Fluids); Jeffery Svendson, Advanced Logistics, LLC; and Rick Voth, Blackhawk Specialty Tools.
          LAFAYETTE, La. (October 12, 2017) – The Lafayette Chapter of the American Association of Drilling Engineers (AADE) has elected its 2017-2018 board and committee members. Members from oil and gas operator and service companies volunteer to serve as members of the AADE board to support drilling education in multiple forms to benefit both industry professionals and students. Officers for each AADE chapter are nominated and elected by its general membership. The 2017-2018 elected officers for the AADE Lafayette Chapter are: Kristy Bonner, president, Foster Marketing; Jerred Clark, first vice president, PetroQuest; Craig Durio, second vice president, Sierra-Hamilton; Jarrod Suire, secretary; and Sharon Moore, treasurer, Halliburton Energy Services, Inc. “This core group of dedicated volunteers is essential to all that the AADE Lafayette Chapter does – from finding relevant and informative speakers for our monthly meetings to making our annual F5 fund-raising event a reality,” said Kristy Bonner, president of the AADE Lafayette Chapter. “Our key focus this year includes providing strong drilling-related topics that will attract industry personnel to our monthly meetings; providing support to local universities; and expanding our membership across the many generations working in the oil and gas sector today.”  
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