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There are minor differences between a ‘press’ release and a ‘news’ release. For instance, a press release typically foretells future events, whereas a news release generally focuses on ongoing or past occurrences. Press releases are commonly linked with traditional news channels, while news releases are a more modern incarnation and better suit online communication.
While press releases target the press specifically, news releases cater to broader audiences. Some argue that ‘news release’ is a more relevant term than ‘press release,’ with ‘media release’ also gaining popularity. Ultimately, the essence and purpose of a press release, news release, or media release are similar, but for the sake of argument, let us use ‘news release’ as our catch-all term.
News releases are designed to serve as a vehicle for brands to craft compelling narratives and share newsworthy updates with journalists, bloggers and influencers. Whether announcing product launches, corporate milestones or industry insights, news releases offer a structured format for delivering key messages and shaping public perception.
By adhering to journalistic standards and providing accurate and timely information, companies can foster trust and goodwill among stakeholders, including customers, investors and the public. When issued by reputable organizations such as Foster Marketing, news releases serve as a stamp of authenticity, lending credibility to the information conveyed.
There was a time when news releases held significant sway on their own, acting as the linchpin of public relations strategies. However, their role has since undergone a transformation. Today, news releases constitute just a single component of a multi-dimensional public relations endeavor.
Every communications medium used in a public relations campaign offers a unique lens through which the company's story can be told, catering to different audiences and objectives while contributing to a rich and multifaceted narrative:
Like all the other components of a PR campaign, news releases are not designed to work on their own. Rather, they play a helpful supporting role in the overall PR push for a company.
As well as their primary role of sharing factually correct promotional information about a company, news releases can help improve a company's search engine ranking and attract organic traffic to its website by incorporating relevant keywords and links. In the age of social media dominance, news releases complement companies' digital marketing efforts by providing shareable content for social platforms.
By repurposing news release content into engaging social media posts, companies can amplify their reach and engage with audiences in real-time. Additionally, social media platforms serve as distribution channels for news releases, enabling direct engagement with journalists, influencers and industry insiders.
As attention spans dwindle and visual content gains prominence, news releases are embracing multimedia formats to capture audience attention. From embedded videos and infographics to high-resolution images and interactive elements, multimedia-rich news releases offer a dynamic and engaging user experience. By leveraging visual storytelling techniques, companies can convey complex information more effectively and leave a lasting impression on their audience.
A well-crafted news release can serve as a springboard for generating a myriad of editorial opportunities. Journalists often use news releases as a source of inspiration for in-depth technical articles, exploring the intricacies of a company's innovation or industry trends. Case studies mentioned in news releases provide compelling real-world examples that journalists may seek to turn into feature articles that showcase the practical applications of a product or service.
Additionally, news releases announcing executive appointments or corporate initiatives can spark interest in conducting exclusive interviews or Q&A sessions with company executives, providing valuable insights and perspectives for editorial content.
In essence, a well-crafted news release not only disseminates news but also serves as a catalyst for generating a wide array of editorial opportunities that contribute to building brand visibility and credibility. This is what we at Foster Marketing call the ‘snowball effect,’ and it is the main reason we advocate the use of news releases in a diverse and effective PR campaign.
While their role has evolved over time, from being the linchpin of PR campaigns to serving as a supporting element within a broader communication framework, news releases continue to play a vital role in shaping public perception and building credibility. By integrating with other storytelling mediums and leveraging multimedia formats, news releases enable companies to tell their stories in diverse and engaging ways, catering to different audiences and objectives. Moreover, the “snowball effect” generated by well-crafted news releases amplifies editorial opportunities, further enhancing brand visibility and credibility in the eyes of the public. To create that “snowball effect” call Foster Marketing at 337-235-1848 or contact us online.
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!
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:
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.
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.
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.
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.
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.
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
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.
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.
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:
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:
With your annual SMART goals and KPIs identified, it’s time to shape and mold your marketing budget.
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.
Goal 2: Increase market share with moderate growth.
Goal 3: Ambitious growth.
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.
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.
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.”
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
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.
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:
An example of specific, measurable goals for a single campaign might include the following:
Campaign goals:
Campaign details:
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
“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?
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.
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).
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.
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.
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.
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.
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.
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:
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:
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:
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:
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.
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.
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.
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?
You have probably heard our team preach about the power of video. The numbers do not lie!
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.
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.
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.
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.
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.
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.
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.
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.
"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 AdamsHere are a few reasons to get to know your competitors:
"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."
"Success is not the end goal; keeping it is." -Len HersteinFor 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.
"A picture can paint a thousand words."- Frederick R. Bernard
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."The deeper something is etched into your consciousness, the fewer details you need to have an emotional reaction."- Christopher Niemann
"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.
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.
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:
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.
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
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."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
"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
"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 Berry, Jerry 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
‘’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
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.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.
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 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?
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.
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.
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, 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.
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.
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.
Who cares about Facebook, right? According to a Hootsuite survey, Facebook …
For companies, that could mean connecting with a prospective customer quicker.
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:
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.
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.
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).
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.
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.
To amp up your reach and engagement on your social media channels, involve or "challenge" your team to get involved by commenting and resharing.
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:
Any other additional tips you've come across? Share below!
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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!
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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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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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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 ...
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The UL Petroleum Department Crawfish Boil previously set for April 25 in Girard Park Pavilion has been canceled.
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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!
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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.
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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.
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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.
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:
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.
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.
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.
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).
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.
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. |
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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!
What do B2B marketers say will be hot on their digital agendas for 2020?
“A project without a deadline is a wish.” – CEO George Foster
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.
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.
TIP: Based on B2B Content Marketing Trends, the top channels for B2B companies to jump into paid social efforts are: LinkedIn, Twitter and YouTube.
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.
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.
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 | — | — |
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: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: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.
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:
- 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).
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:
- Sharing knowledge and information between employees, suppliers and customers.
- Better team building and internal structure in the workplace.
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.
- 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?
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.
- 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.
- Craft your message: How will you entice the journalists…and concisely? Your message should have clear positioning, product differentiation and provide compelling interest.
- 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.
- Assemble your kit: Press kits are expected.
- 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.
- 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.
- 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.
- 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.
- 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.
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?
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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. |
a. Branding and identity b. Advertising c. Public relations d. Electronic and digital e. Collateral and print f. Trade shows and events g. Direct mail4. 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.
• 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!
• 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.
Tiffany Harris
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.
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