Archive for November, 2012

Okay. Admit it. How many times have you sat through movies that you love? We all have our fav’s–if it’s really good, it’s worth seeing again, right?

Think how comforting it is to veg out on the couch and know exactly what’s going to happen. Watching your favorite actors and repeating the dialog along with them. I’m a sucker for The Godfather, and I love The Italian Job and Jerry Maguire, which frequently show up on the rerun channels. I’ve sobbed through A Love Affair to Remember more times than I care to account for. The bottom line is that if it’s worth watching, it’s worth watching again.

In the same way, if you have a great blog post, a brilliant newsletter article or a particularly thoughtful social media post, give yourself a break and revisit, repurpose, revamp, rehab or reuse them. Review what you’ve created through the last year or so that’s worth reposting.

If you like it, if it’s still timely, chances are your readers will like it as well, and no one’s going to suspect that it’s a retread. When reposting, I often embellish a bit, add an example and perk it up with a new graphic to provide a facelift.

Ask me about other ways to make the most of your marketing dollars–which is also about your time, which I suspect is in short supply, especially this time of year. Top of Mind Marketing.


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I’m reading a mostly excellent book on social media–it’s pragmatic and has some good case studies. But one thing has me howling. I’m at the chapter where they talk about how to involve your team. There are sections on–get this: engaging in a meaningful way, having an open dialog, ongoing training, maintaining brand standards. They go on to talk about etiquette and choosing the right employees to be on your social media team. Get a grip!

I don’t know about you, but most of my colleagues and clients are severely limited in terms of employee participation in their mostly nonexistent social media programs. The reality is that if they don’t do this, it won’t get done. Creating and maintaining a social media presence is just another line item in their already overflowing to-do list. There really isn’t any delegating going on–no training or discussion of best practices.

As someone who manages social media for my clients, I see a lot of this. Business owners are just overwhelmed with the challenges of running a business in a doing-more-with-less-climate. They don’t have time to figure out how to use social media but know they can no longer ignore it.

That’s where I come in. I design social media packages for businesses. I develop comprehensive profiles, create Facebook covers/banners, develop wallposts, create an image archive and identify articles to which to link that show that you’re staying on top of industry trends. Just as important, I am aggressive about building an online community. I want people to read what you have to say, comment on it and refer it to their colleagues. This is the power of social media.

Ask me about how I work with companies to manage and grow their social media presences.

jpeischel@top-mindmarketing.com , Top of Mind Marketing

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If anyone wonders what brand’s all about, take a look at the San Francisco Giants. Theirs is a brand of baseball that’s only partly about bats, balls and a diamond. The Giants’ brand of baseball is low on superstars, high on heart and grounded by a fierce team spirit.

Let’s take a look at this extraordinary group of guys

There’s Reverend Pence–the latecomer who inspired the team to win another game because they were having too much fun to let the season end. Timmy had a dreadful year, but redeemed himself by roaring out of the bullpen and shutting down our playoff opponents. MVP Marco Scutaro’s midseason arrival was what one sportscaster called a “band-aid”, but he turned out to be the little guy who just kept on making the big plays. Pablo? We forgave his packing around an extra 40 pounds when he hit three homeruns in the first game of the World Series. Buster, with his quiet grace, leadership and extraordinary skill, raised the bar in every single game he played.

And the Brandons?

Crawford began the season as a bungler and ended it as a magician, while Belt finally lived up to his name. Pagan and Blanco became contortionists in the outfield, as the Giants became known for some of the best defense in major league baseball. We counted on Matt Cain to be our brilliantly consistent workhorse, and this year we were rewarded with a perfect game; Barry Zito triumphed over the formidable Verlander and finally earned his exorbitant salary; and Ryan Vogelsong proved that steely concentration and tenacity win ballgames, and age is irrelevant.
Never underestimate a powerful bullpen

When Bochy made his frequent trips to the mound, we wondered which who was up next, but it didn’t really matter because we had the best bullpen in baseball–Affeldt, Casilla, Lopez, etc. We loved Romo, who threw deadly sliders with soulful intensity; and somewhere over the course of the summer, we looked at each other and realized that Sergio had become a superb closer.
Sweeping the team that swept the Yankees

I’m as surprised as anyone that we pulled this one out of the hat. The Giants are known for torture ball, not coming from behind to win against impossible odds. If someone had told me in April that we’d sweep the team that swept the Yankees, I would never have believed him.

A lesson learned: You can’t buy a World Series

The best part is that we competed against teams that spent hundreds of millions of dollars on high-priced players to buy a championship. But what those high-priced teams didn’t have was an all-important intangible–the sheer will to keep winning one more game because they loved playing baseball together. I’m looking forward to February–just four more months until the call for pitchers and catchers to report. Don’t stop believing; hold on to the feeling.

Ask me about brand as well as digital media strategies–it’s what we do at Top of Mind Marketing

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