Tag Archives: marketing

Taking a Road You Have Never Taken Before

Taking on something that you have never done before, can be like driving on a narrow, dark and curvy road, unable to see what is around the corner. It can be rather scary. For many, this is like doing business and socializing on the web. We feel we must travel on a road where we cannot be sure where it leads.

Taking the road to LinkedIn

I initially felt that way about LinkedIn, and came up with countless excuses why I could not get an account, build my profile, join a group, or build a group. Yet what was around the corner for me was the opportunity to connect, build relations, and market my services. Still LinkedIn was a bit intimidating, because it’s new and I was scared of looking bad.

Sometimes you have to look bad to look good. Looking bad is really about how we see ourselves. I saw myself as not good enough to go on LinkedIn. My resume was not ready, my website was not ready, my blog was not ready and the excuses went on.

What I Could Not See or Do Before

My excuses would not go away. So I had to feel the fear and take that road to where I cannot see, to places I have never gone before. After taking the leap, my perfectionist self, will tell you that my profile is yucky. However, my sensible self, will remind me that I am now connected with some great people, I know how to include Slideshare and Box.net files, and I know how to build LinkedIn groups well enough to get paid doing it.

LinkedIn is a social media site for professionals and businesses, who want to increase or maintain their visibility. If you are not on, get on! If you are on, join a group, start a group, or post some useful information. Just start using this incredible networking resource.

We are in the days and times when we have to take roads that we have never taken before, if we want to keep moving. Do you have a road you need to take to keep moving? What is stopping you?

Image is Everything

While at the gym last weekend, I had an interesting conversation with a friend. He said he will turn 50 in two years; and he plans to fight like tooth and nail before he gives into this age thing. What?!!! No, no, no, no, was my response! We have got to stop perpetuating an image of our middle and senior years as a time when we become less beautiful, less strong, and less able to make an impact on the world. I am a loving, fit and attractive woman, who is flying like an eagle into my 50th year.  That’s the image of the prime of our lives that I want the world to see.

I believe if as middle-aged individuals we choose to project a positive image of ourselves, those who are coming up behind us would be less likely to fear growing older, and more likely to be the fun energetic beings we truly are. We choose the image we create.

Baby boomers in North America have the highest net worth of  any group, and thus are a powerful market force.  And whether we will admit it or not, many of us have lots of money to spend, and enjoy the best in life. Yet most businesses tend to use images in their marketing that appeal to the younger generations. And I can’t blame them. It is not unusual to hear many of us once we reach 35 or 40 say things like: I’m getting old, I am too tired, I am getting fat, or I don’t have fun anymore. We need an image makeover.

I want to spread the image of positive, energetic, uplifting boomers like me, as well as those in their 30’s and 40’s, entering that wonderful prime of life. That is the image behind my website CrownCore Technologies. We build positive web images that say: boomers are exciting; boomers want quality; boomers are fun. And, boomers have the resources that demand the best. Reflecting an image of ourselves embracing and loving our age means everything. Most of all we become what we project – we become happier, healthier and joy-filled people.

Show Me You Know Me Marketing

Have you ever done something with good intentions, only to find out that people are seriously offended? That is a big issue for people and businesses in our increasingly interconnected world.  

Let’s take Nike as an example. In 2004, it’s “Chamber of Fear” commercial was banned by the State Administration of Radio, TV and Film in China, for insulting Chinese culture. The commercial, which borrowed from the ideas in Bruce’s Lee’s movies and video games, shows NBA star LeBron James combatting temptations. The problem is that these temptations were in the form of Chinese people and symbols of China like dragons, which are sacred to the Chinese culture. Check out the commercial.

Do you think the Chinese Government and some Chinese people cared that Nike and its advertisers did not mean to be offensive? The backlash happened because Nike advertisers didn’t do their homework. They made a big marketing error of not showing their target audience that they knew them.

In the same way, how many people are we potentially excluding from our social media or marketing efforts? For example, are we considering the culture of persons with disabilities, of which there are over 4.5 million in Canada and 50 million in the U.S.? What about the foreign-born population, representing 7 million in Canada and 40 million in the U.S.? Do we know what they need and how they feel about what we are saying or what we have to offer?  In our social media or marketing efforts, are we showing diverse people that we know them?

These days there is a lot of focus on customer relationship management (CRM). What may be equally or more important is what I call Diverse People Relationship Management (DPRM). This could prove a crucial factor when dealing with content management for our social media, websites, and other initiatives. To get people to give us their attention, we need to show them we know who they are.

Copyright © 2011 M. Dawn Armstrong. All rights reserved.