by Kirby Hasseman
In the book “This is Marketing,” Seth Godin covers a lot of very important topics that can help you become a better marketer and a better storyteller. You learn why you don’t need everyone as a customer. As a matter of fact, you need to find a “minimum viable audience” for your product, service or movement. But no lesson was more profound for me than the difference (as Godin defined it) between Brand Marketing versus Direct Marketing.
Brand Marketing Versus Direct Marketing
It’s important to note that Godin did not say that one was better than the other. There is a very important place for both Brand Marketing and Direct Marketing. It’s just vital to understand what both do…and where both fit in with your marketing strategy or plan. So let’s quickly explain the difference.
Direct Marketing
Direct marketing is a marketing action you take where there is a designed (and often immediate) action to follow. This is the email delivered directly to the prospect with the call to action that says “Buy now” or “Click here” or something like that. Direct marketers find an action that creates the specific result that they want, and then they look to do it over and over again. Direct marketing is measurable. You can see what the open rate on the email is. You can track how many people clicked the link or bought the product. There is an A + B = C feel to direct marketing.
Brand Marketing
Brand Marketing is also powerful, but much harder to measure. As Godin says, “Coca Cola does not think that if you see an ad during the Super Bowl that you will leave the Super Bowl party and go buy Coke.” The idea of course, is they are creating brand affinity and top of mind awareness. That way, the next time you are in the grocery store, you will think of Coke. Brand Marketing is important and is how long term success is often created in Advertising and Marketing.
Both types of Marketing are important and effective. Where you get in trouble, is when you create Brand Marketing and try to measure it like Direct Marketing. It will almost always fail. It’s just not set up to do the same thing.
As you consider creating your next marketing campaign, take the time to consider and understand what kind of marketing you are creating. Just remember, “Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”
Thanks for reading! Want to keep up with all of our content? Check out our blog page each day to see what is new. Oh…and you can always sign up for our VIP newsletter. We send one email with all of our content each week.
by Kirby Hasseman
Each week, we pride ourselves on creating content for our customers, peers and prospects that will entertain and inspire. Some weeks we have more than others, but we try to be consistent. But with the crazy changes we have all been forced to make, we have committed to creating more content than ever. As I put together our weekly email to those on our VIP list (you can sign up for that here), it struck me that it would be good to have this all in one place…on one blog.
So let’s dig into a lot of content this week…with a very short description to help you know where to start.
Why Giving Joy is More Important Than Ever
There is plenty of frustration, anxiety, and fear in the world today. Read this blog and learn why and how to give out Joy instead.
Brand-ecdotes with Jeff Wickerham
This new series about our team is making a lot of people smile! Check out our latest and learn a bit more about Account Executive Jeff Wickerham!
Tips For Working Remote from Remote Workers
And it’s official…many of us are being asked to officially work from home. Here are some tips to working remote from some of our team that actually does it! Read now!
He Said She Said Podcast
This time on the He Said She Said podcast, Kirby and Amy talk about the evolution of the Coronavirus…and their views on it. They talk about what they have been working on…and so much more. Listen in and catch up now.
Delivering Marketing Joy (Video)
It’s time for Delivering Marketing Joy! This time entrepreneur Jason Nokes from PromoPulse flips the script on Kirby and asks hime the questions. They talk about how he creates so much content and what he uses. Watch now if you want to use this time to get more done!
unScripted Podcast Coronavirus Special Edition
We don’t usually share this podcast on this email but felt it could be valuable today. This time on a special edition of unScripted, Kirby and Bill talk about how some companies are dealing with the crisis. There should be value here for any organization. Listen in.
5 Types of Media To Blame
It has become very easy to blame the media for every crisis these days. But what does “the media” mean? It’s not a simple as you think. Here are 5 different types of media to blame.
I Learned A Dance In Quarantine
Want a break from the heavy? Need something to make you smile? We know…you need some Marketing Joy! Then check out this vlog created yesterday…as Kirby learns a dance in quarantine. Watch…enjoy…smile.
Create A Work From Home Kit
If you are a leader of an organization, you might have people working from home now. So how do you keep them connected to the culture? Obviously communication is important. Here are a few more ideas. Create a work from home kit. Check it out here.
As always, you can find all of this on our blog page here. But we thought this might be helpful as you look to lift your spirts and be inspired as you work from home. Oh…and if you want to be on our VIP list, you can sign up for that here.
by Kirby Hasseman
Working from home is not a new phenomenon for many people around the country. But with government officials and medical experts telling Americans to stay home, it has a bit of a different feel. There is a difference (for most of us) that we are allowed to work from home and we have to work from home. This is why we posted this blog about free tools for working remote AND we asked our remote team for tips on how to be productive at home. As a leader in an organization, we want to make sure our team members that work from home not only are able to do their work, but that they still feel very much a part of the team. We want to keep the sense of team and culture, and do our best to keep morale high during these stressful times. That is why at Hasseman Marketing, we think you should create a “work from home” kit. While we can certainly create this as a kit, just understand these are just a few branded pieces that might help to team build a bit during this stressful time.
Webcam Blocker
Nearly every laptop has a web cam now, and it’s critical for online meetings. On the other hand, it can be a way you can be hacked and spied on. Give your team some peace of mind with this inexpensive piece.
Mic Blocker
The same concern can be true with our mic. Want to make sure people are not listening in on your conversations? You can keep that from happening with this simple branded piece.
Water Tumbler
Help keep the members of your team hydrated and healthy. This cool drinkware piece is a great size and has the double wall vacuum style that keeps coffee hot and water ice cold. This is the perfect piece to have with you all of the time. We did this in our recent Brand Box and the response was super good.
Sticky Note Jotter
Another piece that got a ton of positive feedback in the recent Brand Box was this Jotter. It’s a great piece to keep beside the phone or your desk so you can take quick notes during that Zoom call. It’s one of those pieces that can be used every day.
Mission Pack
Finally, if you want something to put all of these items in, and to be a great and functional branding piece, once the crisis has passed, I love the Mission Pack. This is a stylish backpack that your team can use when they are “working remotely” for years. I even did a video about this a few weeks ago…you can check it out here. These are just a few items that can help you keep the team feeling productive and together while they work remotely. Like I said, this is just a blog to get you thinking. We can gladly help you create a kit for yourself. Please contact us if you have any questions about putting a kit like this together for your team. P.S. This is also a great kit to use when you bring on new team members to make sure they get a dose of your culture and brand when they walk in the door! Thanks for reading and engaging. We will keep the content coming. Just make sure to check in on our blog each day for more!
by Kirby Hasseman
With the hysteria surrounding the Coronavirus, it is hard not to be a bit scared and even frustrated. On the one hand, I want to be cautious, informed and smart about the choices I make. I don’t want to be infected, obviously. And I don’t want to be the reason the disease spreads unnecessarily, either! On the other hand, the speed of the virus and the reporting around the disease has caused many to panic and many people are starting to blame the media for blowing this out of proportion.
I, for one, have certainly been frustrated with some of the sensationalistic nature of the journalism. Dr. Drew has made his opinion known on the subject. The challenge though, is over the past few years, it has become the norm to blame the media for nearly everything. But when we talk about “the media,” what do we really mean? Who are we really talking about. The challenge here is that the definition of the media has changed. So we need to know what “media” we are blaming in the first place. So here are a few distinctions that I think are worth understanding.
National News Media
When people blame “the media” for all of the frustration around the coronavirus, or the latest overhyped story, I think we often lay the blame at the feet of the national news media. My sense is, we feel these are large organizations that are not personal to us, so it’s easy to blame them for pumping up all “negative news stories.” Some of this blame is fair. The reality of it is, if a news show wants to be watched, it is forced to run stories that draw eyeballs. While we as people SAY we want positive, heartwarming stories about triumph and inspiration, the numbers tell a different story. We tune in for the hurricanes, the wars and the virus outbreaks. So while the National News Media can certainly be a part of the problem, I think most of the news media (and that is an important distinction, as I will explain) work hard to just report the news.
Local News Media
Most of the people I know who work in local news media are professional and hard working. They sincerely want to represent their local area to the best of their ability. But local news media runs into the same problem that the national news has…the people. What we say we want to watch, and what we tune in for are two different things. Each local station needs to perform and is in competition with not only local competitors, but also every other form of entertainment. That is why I struggle to watch most local news television programming. I am not interested in seeing a fire, followed by a shooting, followed by a stabbing, etc. These are news stories for sure. But I don’t feel they end up being an accurate representation of the area.
Opinion Media
To me, this is where the real confusion, and challenge begins. Opinion Media are those shows on all “news” channels that talk about the news, but absolutely DO have an opinion and a bias. Regardless of your politics, Opinion Media is on both sides. This is where the line really starts to blur between what is fact and opinion.
Fake News Media
Despite the fact that I hate it when leaders shout “Fake News” when someone reports something they don’t like, Fake News is an actual thing. Many of us know, there are many websites that have been created by both sides of the political spectrum designed to look like real media, but are not. These are the lowest form of any media because they are designed to manipulate and lie. These websites create narratives that some people from both sides of the political spectrum want to believe. So, armed with an article that says what they way, they share away without fact checking or common sense.
Social Media
Which leads nicely to Social Media. We have all become a member of “the Media” we say we are frustrated with. So much of what is sensationalistic or untrue is actually being shared, or even reported, by our friends. Social media is wonderful when it is used to share insight into our own lives. But more and more people are getting a large chunk of their “news” from their feed on Facebook. If that’s the case, then each of us needs to take responsibility for what we are sharing. The great thing is that now, everyone has a voice. The bad new is, not everyone deserves it.
So while there is plenty of blame to go around about the “media” overblowing the latest crisis (whatever that is), just make sure we all look in the mirror. They are the media. But so are we.
Thanks for reading! Make sure you never miss an update. Head to our blog page to find videos, blogs and podcasts here.
by Kirby Hasseman
As a country, we seem to be able to disagree about just about everything. But there is one thing where there seems to be consensus. We are living in a strange and stressful time! Thousands of workers are suddenly being asked to work from home. (We posted this blog with free tools to help here) And while, for many of us, this is a cool perk, we are not used to working remote every day. On the other hand, some workers have been doing this very thing for years. So we decided to get tips for working remote (from remote workers).
At Hasseman Marketing, we have several team members that work remote nearly every day. So we went straight to the source to get tips on what to do…and what not to do.
Jeff Wickerham
Seven years ago I learned that going from working in an office to working from home was a big change. My biggest tip, give yourself grace in changing your work space. You need to figure out your own schedule and what works best. For me, I learned I could put a load of laundry in washer, work, use then break of the washing machine to switch clothes to the dryer, go back to work, and then use the ding of the dryer to signify another work break for me.
It sounds simple, but in the beginning, I felt bad for taking those breaks. Now, I am comfortable with it and I am able to get work and home life done.
Bree McAndrews
1.) GRACE – Pray your work team and clients give you grace when your little one screams for the third time on the conference call “Mom I have to go potty!”
2.) TECHNOLOGY – important to know what you need to be successful: phone, computer, good internet connection, etc. Flexibility to be mobile like a laptop is good too to change up the work space or visit customers if needed.
3.) STRUCTURE and routine. Kirby always preaches track your activity which brings on more productivity – It also helps with follow ups and keeping all projects on track.
4.) SNACKS – hide them. Out of sight out of mind.
5.) BREAKS – take healthy breaks – 15 minute walk, send a thank you, check in with a family member or friend, let your mind air out for a minute
6.) EXPENSES – if you are allowed expenses, track them weekly/monthly. Tax time is the worst when you don’t keep up all year.
7.) OFFICE – dedicated work space away from screaming toddlers and snacks. Your dog is allowed in.
Eric Dingler
Establish and keep a routine that includes things like; eating and showering.
Bonus tip: establish and keep a “workspace” that you only use for work.
Kelly Bowe
Get up at the same time every morning and start work at the same time every day. (as if you are punching a time clock).
Oh…and couples: Try to work in different rooms LOL
Jay Sabine
(There’s going to be distractions!) …so, “Plan the work, Work the plan”
I have a daily updated (to do) list that I keep on my phone, (so it’s always available at my finger tips). I add activities, projects, dates, or just ideas that I want to develop. It helps keep me focused and/or can help me prioritize what is most important when my schedule gets interrupted. I check it every AM, add to it throughout the day, and delete completed task at the end of every day – which is a great reward and gives you a chance to review and plan for the next day.
It’s simple, but it’s what works best for me.
Also, for couples suddenly working from home together: get yourselves an imaginary coworker to blame things on. Trust me!
I think there is a ton of great information here for working remote…whether it’s your first time or even if you are a veteran. If you want more content like this, check out our blog page here. Oh, and one of the great books about working remote is by Jason Fried and you can find it here.
by Kirby Hasseman
It’s time for Episode 37 of the He Said She Said Podcast with Hasseman Marketing! This podcast is designed to give an inside look at being married and being entrepreneurs and the projects we are working on and the challenges we are facing! We talk about business, family, community and more. So listen in and let us know what you think!
On this episode we talk about…
Trending Topic
This week Kirby and Amy talk about the CoronaVirus (yes again). The topic is still trending, and they talk about how their view on the crisis has changed in the past week. They took a trip recently (you can see video of that here) and they talk about that trip and why it’s SO important to continue to evolve your views as the facts evolve.
Weekly Whirlwind
This week in the Weekly Whirlwind Amy gives a quick update on what she is doing to keep the building project rolling forward. Kirby talks about how is week is focused on creating content and planning for the next few months. He talks about a podcast with Bill Petrie where he was inspired to plan through the crisis. You can check out that podcast here.
Lesson In Life
This week in the “lesson in life” Kirby and Amy talk about the Self Care and Headspace. In this stressful time, it’s more important than ever to create time to separate from the chaos and allow your brain some room to breathe. Listen in as they discuss how Amy does this in the evening.
Shout Outs
Each week we want to give a shout out to an organization or an individual doing good work. This week Amy leads the way talking about how the Truck Driving community is being overlooked in this crisis. We thank all of the first responders and all of the people that are helping to keep the country rolling through this stressful time. We don’t say it enough…but thank you!
So that’s a wrap! Thanks for listening to Episode 37 of the He Said She Said Podcast! Any feedback will be welcome as we try to provide you value! If you want to subscribe you can do that where you normally get podcasts…or you can head here to follow on Soundcloud.
Thanks so much for listening! If you have any topics you want Kirby and Amy to cover, please comment and let us know! Oh…and if you like this content, check out this page where you can find all of the content we create!
