10 must-follow rules for email subject lines

Amber Bryan - Account Management

First off, when developing an email campaign be sure to follow all CAN-SPAM laws. Secondly, when writing your subject line(s), be sure to follow the 10 rules below to avoid getting caught in SPAM filters and to increase your open rate.

Avoid words such as "FREE," "Buy,","Buying" or "Dear Friend."
Never use all caps. It screams SPAM!
Use fewer than five words whenever possible. Less is more.
Stay away from unnecessary punctuation, such as over use of exclamation points, question marks, ellipses and dollar signs.
Never use a toll-free number.
Stay away from any sexual or pharmaceuctical references.
Don't use "As seen on TV!"
Avoid words and phrases such as 50% off, discount, or anything else that suggests coupon SPAM.
Never use the following phrases "Please read," "Don't delete" and "This is not SPAM".
Avoid misspellings, as this indicates an email was sent from an unprofessional source.

Happy emailing!

Everyone's an expert

Bill Threlkeld - Public Relations

During the last decade, the rush of excitement and empowerment that has come with blogging has led to an increase in choice fatigue.

The challenge? Who to believe in all the clutter. But that’s changing.

A recent post on Adweek.com entitled "The New Brand Ambassadors" discusses the trend in "hired consumers," aggregate groups who are passionate about a brand or product. These groups are empowered by company marketing organizations to help spread the word. Companies like Sony, Unilever, Microsoft, McDonald's and JetBlue are some examples.

The individuals in these groups – let's call them online brand ambassadors – are credible sources, with a high online I.Q. They’re articulate and skilled in the art of editing, filtering, tagging, digg-ing and posting. They are likely working professionals, with relevant life experiences and certified chops to walk their talk.

And, like it or not, they’re impacting your company's marketing efforts, for better or worse. As a matter of fact, the chances are high that an online dialogue is taking place right now about your industry, company, and/or your products and services.

Want to find out? Take a deep breath and type your company name in the search box at Technorati.com or Google.com.

The bottom line: Increasingly, you’ll have to surrender more branding control to online "experts."

Are you ready for that?

Source – AdWeek.com post by Joan Voight, Dec. 31, 2007, The New Brand Ambassadors

What makes a great theme line?

Tom Rector - Creative

Call it a tag line, slogan or theme line, it’s the essence of your brand – distilled into (preferably) seven words or less. A theme line can:

• Express your company’s vision or unique market position.
• Define your brand’s character or extol a benefit.
• Align your company’s values with that of your target.
• Promise to fulfill an important need or desire.

What makes great theme line? The best ones tend to be short, powerful summations tied inextricably to the character or "gestalt" of the brand. Recently, Business Week interviewed branding expert Eric Swart, who surveyed 100 marketing professionals about their favorite theme lines. The results:

1. "Got milk?" (1993, California Milk Processor Board)
2. "Don't leave home without it" (1975, American Express)
3. "Just do it" (1988, Nike)
4. "Where's the beef?" (1984, Wendy's)
5. "You're in good hands with Allstate" (1956, Allstate Insurance)
6. "Think different" (1998, Apple Computer)
7. "We try harder" (1962, Avis)
8. "Tastes great, less filling" (1974, Miller Light)
9. "Melts in your mouth, not in your hands" (1954, M&M Candies)
10. "Takes a licking and keeps on ticking" (1956, Timex)

Swartz noted that, since the mid-1990s, there has been an emphasis on community in theme lines. He believes this is because the Internet has made us aware that we are globally interdependent. Among the most popular modern slogans are those that reflect this type of thinking, such as "Solutions for a small planet" from IBM, "The world's online marketplace" from eBay and "Share a moment, share a life" from Kodak.Next time, we’ll look at the process of developing a great theme line.

What’s your favorite theme line?

Well…if THEY say it’s good…

Bill Krenn - Public Relations

When you market a new product or service, credibility is key. Potential buyers want to be assured that what they are buying lives up to the seller’s claims.

Think about getting someone other than the manufacturer or seller to say something great about your product. Such a third-party endorsement can be very persuasive, but you must consider it carefully. That actress promoting a new skincare product may be alluring, but does she have the same credibility as an unbiased newspaper or magazine writer or a national TV news show host? Does her testimonial still hold weight if she has received negative publicity?

Credibility value, especially when making major purchasing decisions for healthcare or financial services, automotive items, or other consumer products, can be much higher when it comes from an impartial journalist rather than a paid pitch person.

If a reporter likes a product and writes a positive review about it, immediate and long-lasting credibility can result. Consumers do not buy a particular product because the manufacturer or celebrity spokesperson says that it is the greatest thing since wireless HDTV. They may be more inclined to purchase it because credible third parties, such as The New York Times, Motor Trend or the "Today" show, give it high marks.

Forget about motivating people......

Joe Phelps - CEO

The people you want to hire do not need motivating. They're mature adults and probably have the energy level they'll have for the rest of your relationship.

So, it's not about motivating. It's about alignment of goals.

Read entire post »

Good News About Some of Our Great Clients

		Panasonic Broadcast was awarded Discovery Channel’s Gold Rating for High Definition Production for its AJ-HPX3000 1080p 10-bit Camcorder – paving the way for many new stunning network projects. At the Panasonic press event for the recent NAB show, a sneak preview of the new National Geographic Films production by Dereck and Beverly Joubert was a highlight. The Jouberts used the HPX3000 to shoot in amazing detail on location in Botswana.
		Monrovia is the most considered, purchased and recommended plant brand in the current market, according to a recent survey from Leiberman Research Worldwide. And Monrovia ranks second in brand awareness and advertising awareness, just slightly behind long-time marketers, Jackson & Perkins. When Monrovia launched its branding campaign a decade ago, there was virtually no branding in the ornamental plant industry. By positioning Monrovia as a premium product, sold exclusively in independent garden centers, the campaign helped drive traffic to independent garden centers and educate people why a premium plant is worth the money.
		NuSil Technology, a cutting-edge manufacturer of silicone-based materials for healthcare, aerospace, electronics and photonics, recently introduced two new products: R-2100-2, a fast-curing, general-purpose black silicone marking ink that provides good surface adhesion, making it ideal for marking or printing on silicone rubber parts and other components; and MED-323, a dimethicone product for cosmetic and pharmaceutical applications, offering excellent water repellency in topical skin and hair care products.
		City of Hope recently hosted its 32nd annual "Celebration of Life" reunion of bone marrow transplant survivors, family, friends and donors. Bone marrow transplants are a crucial component to treating diseases such as leukemia and lymphoma and City of Hope has one of the largest and most successful programs in the world.
		Much of the entertainment in Las Vegas is bigger than life -- so no wonder that so many Las Vegas hotels and casinos are installing the world's largest plasma screens -- Panasonic's 103-inch giants. The latest installations include Planet Hollywood, the Palazzo, and Sam’s Town Casino, where 15 of the 103-inch plasmas are in use in the race and sports book room. And the Friedmutter Group, a Las Vegas-based architecture/interior design firm, is using 103-inch plasmas for video conferencing between its offices around the world .
		The Los Angeles Orthopaedic Hospital International Children's Program recently made critical spinal surgery a reality for a 15-year old girl from El Salvador, at no cost to her family. The program was established 45 years ago and provides pro bono surgery and physical therapy for children from all over the world whose orthopaedic conditions cannot be treated in their native countries.
		The American Guild of Organists (AGO) received commendations from four states for the organization's efforts to promote the organ and organ music. The governors of Michigan, Montana, Nebraska and Wisconsin have issued proclamations in support of the AGO's International Year of the Organ. The year-long celebration, commencing June 1, 2008 will feature organ concerts and recitals, organ-building workshops and other events to showcase the organ's colorful history and its impact on society and culture for more than 2,000 years.

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