If You Want Publicity, Ask For It

Once you've built or started something, you need to get it out there so people can find out about it and buy or use it.

The problem is that you have everything ready and still noone is finding you, contacting you or writing about you. The solution to this problem is very simple, very few people were discovered. They became known because after building their idea they went out and started talking about it.

You can't cut corners either. The best way to get your name out there and get people writing about you is to do the leg work and start telling your story to people. Start talking to people that write for websites, blogs, other people that inspire you. Ask for recommendations, referrals and way-ins.

Be authentic and if your idea is worth talking about, then people will talk about it.

Posted by Harry Mylonadis 

A Brand is A Brand No Matter the Location

A couple of days ago I was talking to a group I mentor about their brand strategy when it comes to different regions. One very good question came up that was "Should we keep the same brand image and 'translate' everything else when we go into different geographical regions? Even the name?".

The short answer is, No. You have a company and you've built a brand. That brand has a specific position, identity and image. It should be the same no matter where you interact with it. So how do you deal with different cultures and locales? There are two ways:

1. Build a different brand. I know you've spent all this time building your brand and you don't want to go through the same process again, but this is an effective option. If you need to talk to a specific region and different culture, then you are probably better off building a new brand.
2. That's why we have marketing. Marketing is the way you communicate and sell to people. So your marketing strategy will define how you speak to the people but what you say will be defined by your brand, not the other way round.

This doesn't apply just to culture and geographies, it also applies to introducing new products. Instead of expanding your existing product line, create new brands. That's how Coca Cola is doing, so why shouldn't you?

Posted by Harry Mylonadis 

Live Your Brand

Yesterday and today, I've been attending The Inspire Conference. It's a great new conference with some amazing speakers.

One of the speakers yesterday was Peter Vesterbacka from Rovio (creators of Angry Birds). Three things were obvious from his talk that really show how they got their branding right:

1) Angry Birds has a story. It's not about a single game. They continuously update it and create new versions to keep the story going. By also telling parts of the story in the game they have the ability to expand what they do.

2) Angry Birds is a brand. It's not just an iPhone game. It's fun and they are always looking at ways to expand what they offer.

3) Last but definitely not least, they live the brand. Peter showed up on stage with a red Angry Birds hoody and red sneakers. If you have something in your brand that makes a statement you need to shout it all the time. Imagine Peter getting on stage yesterday with a blue suit and light blue shirt, it wouldn't have worked.

What I observed yesterday really goes with what we believe in. Your brand is one of your most important assets and you need to promote it at every opportunity. When you are out meeting people you represent your brand so you need to reflect the same values and image. Peter wears red snickers, what will you do?

Posted by Helen Amygdalaki // Lelou 

Quick Guide to Conversation

No matter what type of business you are in, people want to speak with you. They want to know if you understand what their biggest concers, how you can help them and if you really care about them. Yet when it comes to promoting their brand most people act like conversation hogs. Always talking, not listening and rambling about how good they and their products or services are.

This can be easily fixed, if you take the right approach. Stop hogging the conversation and start engaging with people. Here are a few tips on specific situations:

• At events. I've seen it at networking events, exhibitions and any other type of professional gathering. People start rambling about how good they are and how their products and services are the best money can buy. If you want to engage with the other person, you need to stop talking and listen. Find out what their concern is and engage with them on a personal level. Share a story demonstrating how you have helped someone in a similar situation as they are, that's how you build relationships.
• At meetings.When meeting a new client, supplier or partner, most people again go into rabmling mode. Instead introduce yourself quickly and start listening. Do whatever you can to create a personal connection. You need to build trust and if you act like a used car salesman, people won't trust you.
• At presentations. This is where it is actually largely acceptable to just talk and not engage with the audience. Unfortunately that's wrong. That's why people hate going to presentations, because at the end they will have forgotten what it was about and the presenter didn't engage with them. To make them feel like they are having a conversation, keep eye contact and allow questions at any time. Even if the latter interrupts your presentation's flow for one minute, it's worth it.
• On social media. With the availability and openness of social media, we are all tempted to just talk all the time. At the end of the day it's a free channel with so many people in listening mode. Although broadcasting your message is fine, what you do afterwards is important. When people reply, do your best to start a conversation with them. Thank them for their comments, mentions, likes, retweets or any other effort they might have shown to spread your message.
• On any other media. Altough it's not really possible to have a conversation on other media, you can still engage with people in a way that shows them that you are listening. Target your promotion to specific groups and use messages that they will relate to. If they see something that feels close to them, they will know that you understand and care.

This list and suggestions are non exhaustive so feel free to try other things, experiment and fail, so you can learn what works. The most important thing is to have real conversation and never let yourself go into rambling mode.

Posted by Harry Mylonadis