Mellon Technology

What do libraries have in common with John Deere tractors, Mary Kay cosmetics, Harley-Davidson motorcycles, and Prada haute couture? Regrettably libraries have no special link with these diverse businesses, which share a common business reputation for top satisfaction ratings from their customers. Along with many other businesses, they each appear to have committed to relationship marketing (RM), a deceptively straightforward switcheroo on traditional marketing methods.

The lead of a 1998 Harvard Business Review article put it provocatively, “Relationship marketing is in vogue. Managers talk it up. Companies profess to do it in new and better ways every day. Academics extol its merits. And why not? The new, increasingly efficient ways that companies have of understanding and responding to customers’ needs and preferences seemingly allow them to build more meaningful connections with customers than ever before. These connections promise to benefit the bottom line by reducing costs and increasing revenues.

What is relationship marketing? It is a mutual interest between company and customer. It is not a new concept. In fact, it is as old as the merchant trade itself. It is the demonstration of a deep and abiding regard for the customer and this is displayed in the product and services sold, in the interaction between company and customer, company and potential customers, company and suppliers, and so on. And in this case, the word company encompasses every employee that represents that company. It transcends the product or service being sold.

Read the article.

[Source: BNet, Information Outlook, Larry Besant, Deborah Sharp, “Libraries Need Relationship Marketing - Mutual Interest Marketing Concept Embraced by Many Companies, Even Needed by Libraries.”]

When I was an MBA student, as part of a management course I had the opportunity to conduct a “culture assessment” at the organization where I was working. The organization was somewhat new to me–I had been hired as a senior manager only a year before–and the ability to quantify and analyze the organizational culture was a new concept to me.

As an employee in any type of organization can attest, organizational culture is as prevalent and as varied as individuals themselves. Organizational culture is enduring and complex, and may have both a positive and a negative effect on the staff and the workplace. In many ways culture will determine the survival of an organization over the long term, especially in volatile industries.

Cultures that can be a liability to an organization include those that create barriers to change, create barriers to diversity or barriers to mergers and acquisitions. (Stephen P. Robbins. Organizational Behavior, 8th ed., 602-603.)

Understanding the organizational culture can help you to understand why change does not take place, or why a project fails. It will also help you to determine where to strive to make changes to the culture.

As managers and library leaders, why do we need to get a sense of the prevailing organizational culture? It is essential to understand the organizational culture if you want to make changes to how work is done, what type of work is being done, or at the broadest level, to affect the organization’s standing in its industry. Understanding the culture and, as required, changing it, can mean the difference between attracting and retaining good employees and driving away the best employees with an environment that doesn’t encourage, challenge, or reward them.

Read the full story.

[Source: Information Outlook, Debbie Shachter, “The Importance of Understanding Organizational Culture.”]

Update a tired brand or create an entirely new identity with a smart rebranding strategy.

There are just about as many reasons to rebrand a business as there are ways to do it. Some of those reasons are positive (two organizations have merged or a company has significantly expanded its offering), while others are less rosy (the current brand has been tainted in some way or has become outdated).

Regardless of the reason for rebranding, there are right and wrong ways to go about it. The first step is determining the extent of the rebrand, which will typically be determined by the reason for wanting to change market perception.

Read the full story.

[Source: John Williams, “The Art of Rebranding,” Entrepreneur.com]

When is the last time you took a hard look at all your branding materials (e.g., your marketing materials, packaging and website)? Do they match one another? Is the information up-to-date? Is the messaging consistent? Perhaps it’s time for an evaluation–a “spring cleaning,” so to speak.

Branding is about emotional impact. Everything that represents your brand visually should resonate with your customers, sending the same primary message and triggering the same emotions. If each piece looks different, brand confusion occurs. It’s essential that your logo, website, marketing collateral, advertising and packaging work together, to inspire your customer to act. If it’s time to clean up, coordinate and/or de-clutter your brand, here are a few pointers:

1. Assess your brand promise.

2. Evaluate your visual image.

3. Ensure consistency.

4. Update content.

5. Review strategies.

Get the details.

[Source: Entrepreneur.com - “5 Ways to Spring Clean Your Brand]

It’s easy to become confused about these terms: advertising, marketing, promotion, public relations and publicity, and sales. The terms are often used interchangeably. However, they refer to different — but similar activities. Some basic definitions are provided below. A short example is also provided hopefully to help make the terms more clear to the reader.

One Definition of Advertising

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

One Definition of Promotion

Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

One Definition of Marketing

Marketing is the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include “inbound marketing,” such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. “Outbound marketing” includes promoting a product through continued advertising, promotions, public relations and sales.

One Definition of Public Relations

Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

Learn More

[Source: Free Management Library]

In this week’s Creativity Top 5,  the winning ads and other productions are: Weezer and Motion Theory get in touch with YouTube’s greatest moments; Y&R, New York, and the National Hockey League give us a visual history lesson on the Stanley Cup; Plum Baby stimulates the taste buds of tots; Saatchi & Saatchi, Toronto, adds a little Evil to your favorite musicals; and Santo shows the perils of Argentine football fandom for Coke.

See the spots here.

[Source AdAge]

This accurate description of Integrated Marketing Communications, the words often heard when describing the field, are an important part of what we do at Mellon & Co. It may help our clients, and even prospective clients, to have a deeper understanding of our core philosophy:

Marketing: It is a process. We measure the results of the process by number of customers, sales, amount of profit generated, etc.

Marketing Communications (MC): This is an umbrella term for all communication avenues available for conveying marketing messages. These include advertising, public relations, sales promotions, direct response marketing, events, sponsorships, point-of-purchase materials, packaging, trade shows, customer service, and personal sales. MC is measured as the proportion of marketing dollars assigned to each avenue and the marketing return on investment (MROI) for each.

Marketing Mix: The specific MC elements used by an organization, measured in marketing dollars and MROI.

Brand: It is the total collection of perceptions and associations (good, bad, and indifferent) that differentiate an organization from its competitors.

Integrated Marketing Communications (IMC): Another process. IMC is the organization, planning, and monitoring of marketing components and data to control and influence brand information, associations, and experiences. The goal is to incubate profitable relationships and dialog with patients and other groups. This is typically measured by internal and external surveys, focus groups, managerial accounting, trend analyses, referral indices, etc. [Source: audiologyonline.com, describing how they use IMC for their business model.]

Read the full article.

Mellon Technology is seeking talented individuals to join our group. We welcome the chance to learn about qualified individuals interested in professional opportunities in the marketing field, web development, graphic design, technology, and programming. We also have many opportunities for interns, and have welcomed students from Saint Bonaventure University, Purchase College, Keuka College, SUNY Fredonia, Jamestown Community College, and Olean High School.

CURRENT OPENINGS:

Mac & PC Technicians

HTML/PHP, Database Programmer

Interns: Marketing/Communications, Web Development, Graphic Design

For these career and internship opportunities, please forward credentials and requirements to info@mellontech.com.

Every organization needs to market! It is self-detrimental to assume that because your company is well know for offering a certain product or service you will automatically be discovered. While places such a non-profit organizations can make a name for themselves based on their good service, they still need to market! Check out this article by Wendy Gray Maynard who illustrates that while non-profits are caring establishments, they still need to take steps and go the distance to be recognized!
Marketing for Non-profit Organizations

by Wendy Gray Maynard

In a crowded marketplace of ideas, it is important for non-profit organizations to establish a well-defined niche. While most non-profits are not selling products, they are selling their organization’s mission, their ideas, their programs, and their services. In a world where everyone is inundated with information, a strong image is the key to community awareness. Developing and maintaining a visible and credible identity through marketing will increase local support for your organization.

Many non-profit organizations believe their programs will sell themselves based on their inherent worth. They operate with the assumption that support and recognition will automatically come to a good cause. Unfortunately, this is a false premise. Even the best of programs will fade into obscurity unless non-profit management intentionally makes other groups, associations, businesses, and individuals aware of their mission and continuously maintains that level of awareness. Communication builds understanding and advocates change. Non-profits should define their intended audiences, target their messages to these groups, and outline strategic plans that will best use limited resources to meet organizational goals and objectives.

How many people in your community are alert to the good work of your organization? Effective communication and a consistent image also enhance the ability of non-profit organizations to raise money. If local community members do not have an awareness of the good work that a non-profit does, it is unlikely that they will contribute to a fund raising campaign. In turn, if private foundations do not see financial support at the local level, they may be less inclined to award grants. Foundations also look at grant proposals to see how an organization plans to communicate the results of their program. Marketing is an on-going, cumulative strategy that can build financial partnerships.

Regardless of an organization’s size or mission, here are some essential elements of successful marketing that will work to build community awareness and support:

1. Identify your target audiences: Define the groups that your organization wants to reach.

2. Maintain consistent communication: Plan your communications strategy for the next year. Develop a timeline for press releases, newsletters, special events, and other marketing efforts.

3. Create a visual identity: Communicate visually as well as verbally. Frequently display your organization’s name and logo on newsletters, reports, signs, and brochures. A memorable, well-designed visual image will strengthen awareness of your organization.

4. Use message repetition and variation: An audience is more likely to remember a message if is reiterated in different types of communication. For example, print your mission statement in a brochure, write it in a PSA, and tell it to a news reporter. Slogans are a way to effectively capture the essence of a message in brief and memorable form.

5. Employ multiple communications tactics: Nonprofit organizations often target several audiences, which may respond to different approaches. Various communications campaigns can help establish and maintain a more widespread positive image.

6. Select and use appropriate media: Plan to use a combination of approaches best suited to reaching your targeted audiences and that make best use of your financial resources. Include a variety of methods including phone calls, letters, e-mail, newsletters, PSAs, press releases, and editorials.

7. Develop a strong, well-known identity over time: Building visibility and awareness is a gradual process. Be patient, persistent, and consistent.

In my opinion, branding is the most exciting and crucial aspect of marketing, and why wouldn’t it be? It means everything, from the way your target audience perceives your employees, website and so much more. Anything your company, and the people who are involved with your company, does attributes to your corporate identity. Branding is an ongoing process and things happen everyday that can positively or negatively impact your brand image. The biggest mistake, that many establishments make, is underestimating the effect a positive image can have on maintaining current customers, and attracting new ones. To put into simpler terms, clients will pick the company who noticeably does good work by means of good employees and experiences. If your brand doesn’t showcase and maintain a positive image, clients will choose another that does. It is important that when clients hear your company name, they are instantly reminded of the great work and employees connected with that name. It is all part of branding and it can make or break a client’s decision to go with your company. Companies strive to be and offer the best for their clients, and it should only come naturally to give the same attention to your own establishment. Read more on branding and its importance here:

Building a Brand for Market Success:
http://www.allbusiness.com/marketing-advertising/branding-brand-development/10073-1.html