What about digital? Part 2

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There is a second side to digital beyond what we covered in our Part 1 post HERE.  Today we look at the unpaid side of digital and the social media marketing angle.

Once again this is meant for a quick bullet point read of things to consider when crafting your social media marketing strategy that goes hand in hand with your paid digital.

  • If you aren’t building an email list and nurturing it with regular and well crafted content you are missing out.
  • Less text and more images on social media.  Especially FB and Instagram.
  • If you run FB and Instagram Ads people are going to like your page at times as a chance to “get to know you.” YOU MUST have an organic social strategy for these channels if you are running ads.
  • Do research on hashtags for both the local area your business is in and nationally to connect and increase your following and community.
  • Don’t believe you can’t learn how to do it.  It just takes some time and energy to learn but it’s much easier to pick up than say learning a foreign language or playing a musical instrument.
  • Do have someone whose job it is to be on there daily.  It doesn’t have to be there only job but when everyone is just “pitching in to do it” then it never happens.
  • Don’t post the same things at the same time on all of your social channels.
  • Understand what people want and ask them continually if it’s still what they want.  It will always change and if you don’t listen people will go away.
  • If you aren’t focusing on email marketing you are MISSING OUT.
  • There are many more social media channels than just FB and Twitter...experiment.
  • View it as a long tail opportunity, not a short term sale.
  • It takes time and energy to grow these types of things but it’s the future and if you don’t do it now you are only hurting the revenues of your business now and into the future.

Thanks for reading and I’ll be back next week with part three which jumps into the analysis side of digital for other thoughts in what you should be measuring.

That’s a high-level summary!  Do you have any questions?  I’m here to answer them at Mike@HutchisonMedia.com.

We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

Related Posts

1. Core Competencies

2. Listening to the data

3. What you do best

Let’s Change the Pace!

Jim, Mike, and the Whole Hutchison Media Team

What about digital? Part 1

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Over the next few weeks Mike Rudd, head of digital marketing for Hutchison Media, will be giving his thoughts on how to utilize it best and what it really is and isn’t for business owners and companies of all shapes and sizes.

Enter Mike!

For traditional retail businesses the word digital makes the hair stand up on the back of the neck.  It’s exciting yet also terrifying.

Well established companies who have grown through word of mouth, grassroots, and traditional advertising mediums like TV and Radio all of the sudden have a new, and growing, opportunity to utilize digital.

But what about digital?  How do you do it?  Is it all you should do?  Does it really work?

This is a three part blog post, not a dissertation to receive a PHD in digital marketing from Yale so I’ll try stick with brevity.

  • Digital is a necessary addition to any traditional company’s advertising plan and should be at a minimum 30% of the overall budget.  

  • Digital will not cure other business or operations woes within a company.  But traditional advertising models like print or direct mail won’t do that either.  

  • Digital can get leads to your door that you can track but it’s just like other advertising mediums in that there is a “subliminal” factor that can’t quite be measured.  It can however be measured much better than TV or Print.

  • Do not buy banner ads.  Don’t even accept free banners as “added value.”  Would you accept my week old leftovers from the trash?

  • Look instead to Facebook, Google, YouTube, Instagram, Pandora, Podcasts, and experiential digital marketing opportunities like influencers to push forward with.

  • Don’t spend energy over analyzing it.  It’s much more important to hone your sales process, curate your company story, and make an amazing culture.

  • Don’t measure effectiveness based on impressions or clicks.  Use leads and overall revenue of a business year to year to see if it’s working.

  • Hold your other mediums to the same standards you apply to digital.

Thanks for reading and I’ll be back next week with part two which jumps into the social media marketing side of digital.

That’s a high-level summary!  Do you have any questions?  I’m here to answer them at Mike@HutchisonMedia.com.

We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand.

Email Mike@HutchisonMedia.com or leave us a comment below.

Related Posts

1. Core Competencies

2. Listening to the data

3. What you do best

Let’s Change the Pace!

Jim, Mike, and the Whole Hutchison Media Team

Core Competencies

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At Hutchison Media we have done a lot of different things for dozens and dozens of clients over the years.

For a while we went through the process of doing “everything for everybody” and we learned that didn’t actually support ourselves or our clients.

We now have taken the time and the energy to focus in on our core competencies.  Core competencies are what a company does best.  They stick with those services or products and don’t concern themselves with all the other “noise” that they could be working on.

The idea of this stems from the great read From Good to Great and employs the Hedgehog Concept in terms of what to stick with and what to get rid of.  The World's Largest Cuckoo Clock (historical marker picture above) understands what it is and what it isn't.  It shows off what it does best and ignores the rest.
It also doesn't try to do things it isn't, it sends the cuckoo out every 30 minutes 24-7.  That's what people are there to see so it does it.

At Hutchison Media our two core competencies are Moneyball Media Buying and Digital Lead Generation.

Everything else takes a backseat.  No offense to marketing consultation, organic social media posts, or overall business development practices.  We know how to do those and teach others how to do them but they aren’t our core competencies.  So we let them take a backseat and we don’t concern ourselves with them.

Why stick to some core competencies if you are a business owner or a marketing director?

It will help you know your target customer better, have the bandwidth to grow what you do best, and enable you to be more efficient, value driven, and more enjoyable in the approach that you are taking for business.

We have noticed seismic shifts in our business for the positive since choosing to focus on two core competencies.  We definitely recommend doing it!

Is this something your company struggles with or thrives in doing?

We are here to help with that and if you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. 

We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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1. The Story Matters

2. Listening to the Data

3. What you do best

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Jim, Mike, and the Whole Hutchison Media Team

Listening to the Data

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We have a client who is bringing a new product to the market.  While they have done research on the target customer it can be a little bit of a “petri dish” until you actually get started in marketing and advertising a new product.

What test groups tell you and what a real live possible customer tells you and how they react to your new product are two entirely different things.

At Hutchison Media it’s our job, along with the client, to not only gather data and test targets for you but to also listen to the data.

Too often we think we know it all and we wind up not listening to the data because we make assumptions.  Making assumptions can lead to erroneous lapses in building sales for a new product or business.

By not only being open to listening to the data we also get to understand that sometimes we might be wrong with what we assumed.

And if we are wrong we then get to be open about making a pivot in what the data is telling us.

This client in particular wound up learning more than they could have ever imagined and it turned out some of the stuff both of us “assumed” was wrong.  However we chose to listen to the data instead of ignoring it.

Digital marketing gives us a great opportunity to learn every single day.  Those that do will have a leg up in the business world both today and moving forward!

Do you listen to the market data you receive?  
We are here to help with that and if you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. 

We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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2. Play Above the Rim

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Jim, Mike, and the Whole Hutchison Media Team

What you do best

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At Hutchison Media we understand that the businesses we work with need to have time dedicated to running their businesses.

As much as we like to see all of our business connections in the marketing and advertising world it’s difficult and practically impossible to sit down with everybody.

And that’s what we do for a living!

If you are a small business owner or marketing director for a larger business being able to do that AND do your job is practically impossible.

We have a client who has been overwhelmed recently by the numbers of calls and requests for meetings from people trying to sell her stuff.

The average business owner receives 100 calls per day.  Crazy right?!

We want to enable her to have the bandwidth to do what she does best.  And let us do what we do best.

We gave her a template email that other clients of ours have and something that she can send to people automatically when they reach out to connect with us.  If we receive an opportunity that makes sense we’ll be the first people to let our clients know that.

Part of our job is to save clients, business owners, and marketing directors time and energy from constantly talking to people and reviewing opportunities.

We want our clients to do what they do best.  Move the products and innovations that they have created for their business.  

It can be as simple as an email template.  It’s just one of the ways in which we Change The Pace for our clients.

Do you have this issue?  If so we are here to help with that and if you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. 

We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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2. The Story Matters

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Jim, Mike, and the Whole Hutchison Media Team

Play Above the Rim

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Take care of your customers every day whether you think they need to be cared for or not.  When you do that you might get a "trophy case" like our client Rosati Windows has.

Set the expectation that they will be wowed, overly satisfied, and perhaps even surprised by how you do business.

Read about the latest innovations before they are known and start experimenting to see if you should be using them.

Talk to your customers like people...treat them like your family...and flat out hustle when it comes to how you serve them.

You can call it playing above the rim, or doing the blocking and tackling, or just continuing to always play offense.

Whatever you prefer the concept is the same.  

Do the things now that matter to people that will leave your relationship with them in a good spot in the future.

Avoiding core culture and vision implementations each day will ultimately lead to back pedaling and defense against customers.  

When you play above the rim the customers now how important you view them and how much you care about them.  When that mentality is soaked into every employee and used as a mantra for your whole company slam dunks happen more often.

Even if you are a five foot nothing without a vertical leap...you can still play above the rim and slam it home for your people every single day.

If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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2. What's working for businesses?

3. User Feedback

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Jim, Mike, and the Whole Hutchison Media Team

The Story Matters

Would you be interested that people surf in icy waters?

Maybe.  But most people are well aware of that.  

How then does someone raise $280,000.00 on Kickstarter to fund doing a documentary on this?

Maybe because photographer, surfer, and now filmmaker Chris Burkard phrased it as this instead “Six surfers set sail along the frozen shores of Iceland as the worst storm in twenty-five years is about to arrive. The storm blows through, shuts down the country, and turns the search for waves into a life-threatening prospect.

Despite constant darkness and stormy seas, the group continues the hunt for perfect waves and attempts to make history by surfing under the northern lights.”

Are you more interested now in this?  Yeah I am too!

The story matters in marketing and advertising more than people care to believe it does.  As a business if you can decide to tell your story more authentically and in a more engaging and loving way than your competitors you WILL have a leg up.

There’s no doubt about it.  Telling stories takes more time and dedication and is often cumbersome.  Which is good news because most won’t care to deal with that kind of stuff.  They would just rather have sales.

Surfing in icy waters doesn’t create sales though.  Six surfers heading into the worst storm in the last twenty-five years in Iceland in search of the perfect wave however does create sales.

How are you telling your company’s story?

If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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2. User Feedback

3. The Unordinary Times

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Jim, Mike, and the Whole Hutchison Media Team

What's working for businesses?

Most agencies like to talk about everything is not working right for their clients in the advertising and marketing world.

Here’s a few mediums that we are using that are actually working quite well.

  1. Radio: When bought properly and with a methodology that we have been tweaking and using for decades radio still produces sound results.
  2. Facebook: There’s not a more efficient tool out there right now.
  3. Instagram: And since it’s only a click of a button to add in the Instagram we are all about utilizing that social network as well.
  4. Experiential Sponsorships: We have a few clients who are opting to spend their dollars in an untraditional way more and more.  From events to sponsoring podcasts to internal marketing directives the utilization of experiences to connect with customers is not a fad but rather a way of life.
  5. Email: Wow do we like email.  As do almost all our clients.  People change social networks often but they change email addresses far less frequently.  We aren’t talking about spammy unsolicited emails either.  We are talking about opted in and nurtured customers that are expecting the emails to happen.

There’s plenty more working out there.  Actually if the business knows its target, is hustling to connect with people in the social economy, and is willing to spend some money on advertising and marketing we see the results happening.

We just know there’s always a “not working” list so we wanted to share one that is working.

Are you ready to have a partner you can trust and help you get in the right working advertising and marketing mediums?
We are that partner.  If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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1. User Feedback

2. The Unordinary Times

3. Three Marketing Strategies that get to happen

Let’s Change the Pace!

Jim, Mike, and the Whole Hutchison Media Team

User Feedback

Why is digital marketing and advertising so important?  User feedback is one reason.

With the ability to target and connect with prospects and customers on such a different level now business owners and companies are able to talk in a language with people that doesn’t feel so...oh perhaps the word is..."unpersonal?"

Better yet the feedback that can be received about a potential new product, existing offering, or sale is second to none.

From doing targeted ads that you can test the performance of, to real time surveys that you can ask people to fill out, to being able to have online conversations through social media marketing the user feedback is valuable and in real time!

Why does it help a business?  It helps you minimize risk, optimize your advertising spend, and overall have the opportunity to build a better, deeper, and more personal relationship with your customers than you ever had the chance to before.

We can’t be scared of the feedback.  Rather we get to learn from it and benefit from what our customers and prospects are willing to offer, user feedback is something that should be treasured and that we are grateful to receive.

Resistance to the truth is an easy scapegoat in business.  Knowing the user feedback and growing from it will set your business up for a viewpoint of abundance.

Are you ready to have a partner you can trust and help you get that user feedback?
We are that partner.  If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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1. The Unordinary Times

2. How quickly can it work?

3. Being accountable

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Jim, Mike, and the Whole Hutchison Media Team

The Unordinary Times

Business is not usual and it is not ordinary anymore.  We tend to think that used to be easier or that things will make more sense in the future, if only we can get everything straightened out.

But if you recall the Annie Dillard quote  “There were no formerly heroic times, and there was no formerly pure generation.  There never was a more holy age than ours, and never a less.”

Annie points to the fact that we often convince ourselves that life, and in this case business, was easier way back when and will be again in the future.  That we are in this state of temporary flux.

In reality though business has always been hard, it is now, and it will continue to be into the future.

You can call it the Unordinary Times we are in now.  And decades ago other business owners might have called their times just as unordinary.

What can be done to make wins in these unordinary times?  How do we as an agency elect to work with our clients and also encourage them to interact with their customers and prospects?

Here’s a few we like to preach but better yet also practice:

  1. Have a mission and a vision and stop at nothing to get there.
  2. Put people before profit.  Bob Moore, owner of Bob’s Red Mill and 50 year plus entrepreneur, said this very famously many years ago.  He also said when you focus on the people then the profit comes.  His company did over $80 Million Dollars last year in sales.
  3. Be ready to pivot.  Change is always coming.  Don’t be afraid to make strong pivots in your business target and model.

There are more we can all work on.  But the first step is embracing that these are unordinary times and they will continue to be unordinary times.

If it was easy to start and grow a business that required little intellect and made large amounts of revenue there wouldn’t be any large companies.  Every individual in the world would be a one person small business instead of working for someone else!

Are you ready to have a partner you can trust and help you navigate in the unordinary times?
We are that partner.  If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing advertising plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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1. Three Marketing Strategies that get to happen

2. How quickly can it work?

3. How important is it

Let’s Change the Pace!

Jim, Mike, and the Whole Hutchison Media Team

Three Marketing Strategies that get to Happen

Being an advertising agency we tend to focus on the paid avenues your business uses to achieve growth.

However we tend to view ourselves almost as business coaches/consultants at times and always look at unpaid avenues that we would recommend as well.

In the work we have been doing for years for dozens of clients here are three marketing strategies that get to happen right now if you are a traditional business.

  1. Engaged Social Media Marketing on Instagram.  Instagram is a place where you can talk to people and grow relationships in a pretty astounding way.  It takes time and dedication and you should have someone on your team who has allocated time to work on your Instagram Strategy and Growth.
  2. Email Marketing.  Our clients know this by now with us.  We hammer home the importance of a great email marketing strategy.  Do everything you can to grow your email list and then take care of that list like you would a newborn.  With tender loving care!
  3. Grassroots Event Marketing.  What are you doing that will draw people into your business or at a different location that has an event tie in to it?  How are you finding a way to speak with your customers and prospects in an experiential way?  Events or aligning with other events and promoting your affiliation with them are outstanding ways to make your relationships grow.

There’s always a dozen things you can be doing.  But if you can only do a few these are three we would certainly recommend for you!

If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing plan and give you our feedback on the existing plan and some of your marketing strategies.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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3. Being Accountable

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Jim, Mike, and the Whole Hutchison Media Team

How quickly can it work

We had a client that was new to working with us last fall.  They were also fairly new to the digital landscape and what it all meant for their business.

A question they had when we recommended they start implementing dollars into both Facebook and Google AdWords was how quickly will it work?

Meaning how quickly will people respond and see the ads and then take action on them.
It’s kind of a tough question to answer honestly.  And it’s not because we are trying to shy away from answering.  Since we hold ourselves accountable and want to be responsible for results we are open to these questions and conversations.

But the answer depends on a lot of things!

Here are a few factors:

  1. How new are you to an overall digital footprint with your business?  
  2. How consistent are you with your digital strategy?
  3. Are we certain the targeting we are going to use is the right one?
  4. Is the messaging on point?
  5. Does the offer align with the audience?

All of these things matter.  Just like in traditional advertising it goes far beyond just starting to advertise.

However on day one of doing Facebook Ads with us they had a person walk into their store, say they saw the FB ad, and proceeded to move forward with a five figure purchase.

In this instance we had our question answered in how quickly would it start to work, faster than we could have given the new client a phone call or email reply honestly!

That’s not always the case.  When it is great.  When it’s not just know that you have a lot of different factors weighing into how quickly something will start to work.

Embrace the process and keep hustling!

If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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Jim, Mike, and the Whole Hutchison Media Team

 

How Important Is It

A great client of ours sent us their next email they are going to send to their opted in subscriber database.  (If you are not sure what that means definitely send me a note at Mike@HutchisonMedia.com.) 

We all reviewed and gave some feedback.  I also felt it worth mentioning that the email you are sending a client is just as important, if not more, as the in-store experience they are going to get when they show up to a business.

I truly meant that as well!

How important is email marketing?

It’s your most vital free source of marketing to talk to a client or prospect online.  It’s the opportunity to have a one on one conversation with your community.

But it doesn’t stop there.  Social media marketing is important.  And not just announcing a sale on Facebook and expecting people to show up.

At Hutchison Media we talk to our clients about carefully curated social media posts that take time, care, and energy to create.

The business world now has more opportunities than ever.  Startups grow overnight to multi million dollar companies without ever doing advertising.  But for every startup that does that there are 200 that try the same route and don’t make it.

Advertising still works.  It’s still important.

But how important is it?

It’s just as important as your email marketing, in-store experience, website, referral program, online reviews, leadership team, sales team, and of course your product.

The thing is every single opportunity can also be a detriment if you don’t treat it with the loving energy it deserves.

Every facet of your business is important to its success.  Not just the advertising and the sales part.  You have the opportunity now more than ever to sink or swim.

Take everything serious and you’ll swim.  Half go at important processes in your business and you’ll have just the opposite effect.

If you want and need digital lead generation or our moneyball media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

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Let’s Change the Pace!

Jim, Mike, and the Whole Hutchison Media Team

Being Accountable

I was meeting with our website designer last week and he posed the question to me “What makes your business different than the competition?”

It was a very interesting question and one in which I sat back and thought about for a few moments prior to responding.

I responded that our team likes to be held accountable by our clients.  That’s different enough in our eyes.

Unfortunately in the world of marketing and advertising agencies we have gotten so focused on doing things in a certain method for a client that we would prefer to be judged more on the method rather than the results.

What this means is we would rather be reviewed based on if what we ordered clients actually ran, it was at a fair market price, or if we got additional “free stuff” for them.

We choose to take the road less traveled and would rather be held accountable for the client’s results in sales based on what we we do for them.  Nothing more nothing less.

Hold us accountable (and we will ask that you hold yourself and all of your employees accountable too) and we’ll do our absolute best work possible and strive to get you the best results possible.

Being held accountable doesn’t seem like much but for all the creativity in the marketing and advertising world it seems like we often don’t like to do our own advertising, email marketing, or social media posts (we actually do all of those for our own business) and would prefer to be judged based on smoke and mirrors and methods instead of actual results.

We aren’t right and others aren’t wrong.  But going back to the question that was posed to us by our web designer we are willing to hold ourselves accountable for a client’s results.

However we also expect our clients to take full ownership in their business and do everything they can to ensure that the marketing and advertising are on point and can move the bottom line.

If you are someone who likes to hold yourself accountable (and your team or agency) then it’s clear you like to take ownership in your life.  Ownership is what ultimately can lead your career and business to new heights.

We like to work with people like that, or just even network and hang out with them, so if that’s you drop us a line.

We’d love to hear from you!

If you want and need digital lead generation or our MoneyBall media buying services but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you. We’ll even do a free audit of your existing plan and give you our feedback.  We actually work hand in hand with business owners and marketing directors, not in place of them.
Or, if you’re like so many people and just don’t fully understand the process we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

Related Posts

1. Lead Generation

2. Marketing what can't be marketed

3. Moneyball Media Buying

Let’s Change the Pace!

Jim, Mike, and the Whole Hutchison Media Team

Lead Generation

These two words combined certainly make for quite the buzzword in the digital marketing and advertising space.

But what exactly does lead generation mean?  And how do you do it?

Well simply put it’s the process and gathering of leads for a business to then hopefully convert to customers, sales, and revenue.

Lead generation has been around for ages.  Ancient Roman traders referring friends to other people’s booths, farmers looking for a certain piece of livestock, all the way up to the Mad Men era of utilizing TV and Billboards to drum up business.

This was...and still is...lead generation. Then what is digital lead generation?

Let’s start with what it is not. At least not how we view it at Hutchison Media.

Digital lead generation is not:

  • Purchasing a list of email addresses and then sending people a message when they aren’t expecting to hear from you.
  • The curation of LIKES on a Facebook Page.  Those are nice but they aren’t exactly leads for your business.
  • People who sign up for a free something or other but then unsubscribe the second they have gotten their free gift.

What is digital lead generation?

At Hutchison Media we believe it’s all about curating and nurturing an ongoing relationship with people.  

It starts with digital advertising on social networks and goes down the funnel with a data driven approach to it.

The funnel is perhaps our secret sauce and what we pride our work on the most.

Bottom line is lead generation is supposed to get you the good leads!  Not the ones that Jack Lemmon is crying about in Glengarry Glenross.

If you want to have successful lead generation it doesn’t have to be done only as a digital program.  (It worked out well for Caesar and Don Draper!)

But you do get to focus on creating a relationship.  Rather than beating people over the head with a message they didn’t ask to receive.

That’s why we think Hutchison Lead Generation is a bit different.  We invite you to view it differently too.

And if you want and need the lead generation but don’t have the in-house bandwidth to do it we’d be more than happy to set up a time to chat about how we can handle it for you.
Or, if you’re like so many people and just don’t fully understand the process, or this crazy digital stuff, we can explain it to you in a language you’ll understand. 

Email Mike@HutchisonMedia.com or leave us a comment below.

Related Posts

1. The Hedgehog Concept

2. Growing the THINKTANK

3. Moneyball Media Buying

Let’s Change the Pace!

Jim, Mike, and the Whole Hutchison Media Team

Have some more fun

Life is short, yet life is good.  Have some more fun each and every day.

I’m reading the book on the guys who started the “Life is Good” brand and they included pages in the book with fun infographics like “Ten Great Road Trip Songs”.

Was that necessary to include?  No!  But it was more fun to include!

We might live to be 99…or we might not.

You can work hard and have some more fun every day.  Go ahead and try it.

I almost guarantee it won’t make you more miserable than you are without it.

Here’s to a bit more fun for you! 

Keep in Touch with Hutch,

RP, Mike, and Jeep

The Hedgehog Concept

I'm reading an old business classic…

“From Good to Great”.

I read it first during a lazy college summer working the hot dog stand.  The summer months at the stand weren’t exactly cash cow days but they were fun, a little stressful, and with the gaps during day with so fewer students I read one book per week.

I would encourage you that no matter what profession you are in, or if you don’t even have a job but want to understand teams, leadership, and economics, to take a dive into this classic business book.

I won’t ruin the whole book but one of the concepts centers around the ability to recognize and constantly implement your “Hedgehog Concept.”

What is that you might ask?

You see a hedgehog can’t do a lot of things.  Foxes hunt them and foxes are intelligent, quick, agile, and pure hunters.  Hedgehogs can only roll up into a spiky ball but they do it so well that the fox, for all their incredible qualities, can never catch the hedgehog when they are rolled into those spikes.

The hedgehog can only do one thing but holy smokes do they do it well.

The hedgehog concept as it relates to the book and to business is finding something that you are:

  1. Passionate about
  2. The best in the world at
  3. Makes some form of revenue and profit

And then focusing in on that and only doing that.  Saying NO to opportunities outside of the Hedgehog is a must.

Number two is a little tricky huh?!?!  Most people assume you just have to be passionate, but Jim Collins really takes us beyond that in this strategic concept.

Take a look and consider what you can be the best in the world at.

I realize that I am not the best social media marketing strategist in the world.  I’m decent at, maybe even good at it.

But there’s a difference.

What about you? 
If you find yourself struggling on bandwidth but not quite bringing in the money or hitting the goals you envisioned taking a read through “Good to Great” might be worth your while.

Keep in touch with Hutch,

RP, Mike, and Jeep

Growing the THINKTANK

It’s great to be able to sit somewhere and spitball ideas with friends over coffee or wine and let the creativity run wild.

THINKTANKS, or brainstorming sessions, are fun to do but after they are over the question is how does it grow?

In fact how do you grow a business in this day and age?  Especially one that you are just starting!

There are three key metrics that I focus on when working with a business to have these THINKTANK ideas grow and support the business.

1. Facebook Ads

If you have any type of budget whatsoever and you ask me the first thing I would recommend spending it on I would say Facebook Ads.

Why?  They are efficient in terms of the dollars spent, they are not perceived as spammy or invasive to people because of their ad policy, and they have the best targeting capabilities around.  AdEspresso is a great paid service to help A/B test your ads and something all of our clients receive as part of doing business with us.

2. Email Marketing

Are you building an email marketing database and then nurturing this list?  If you aren’t you are severely hurting your potential business growth.  Treat every person that signs up for your email list like a person.  Not just an email address.

Talk to these people and give them value and insight.  And let them know how you are going to talk to them and when you will be reaching out them.  Mailchimp is my preferred email marketing tool.

3. Instagram Influencers

Do you have a cool product that people might be willing to talk about because they like it so much?  

That’s what influence marketing is all about.  And Instagram is the hot spot where it’s all happening.

Are you utilizing these digital marketing practices after your THINKTANK sessions are over and you are putting new strategies, products, or business practices out in the world?

If you aren’t consider doing so today!

Keep in touch with Hutch,

RP, Mike, and Jeep

Friendship Gardens

It was the coldest day of my winter when up from the OWR Show to the Snake River in Idaho for some on-site product demos.

This Japanese friendship garden was located right on the river by the demos.

It’s a nice reminder to the opportunity to treat every place we walk into as though it is a friendship garden.

When you walk into a Japanese friendship garden I feel as though your guard is down and your niceness levels are through the roof.

You share the sidewalk more, hold hands with your wife and kids, and smile and say hello more openly to strangers passing by.

After all it is a friendship garden!

I have what I believe could be a secret for future business success.  This secret will lead to better networking, more leadership at your company, increased revenues, and ultimately more money in your pocket and a greater sense of worth and enjoyment in your career.

What is the secret?

Treat every place, meeting, and person as though you are in a Japanese friendship garden.

No matter the situation or what has been done your way.

Put that Japanese friendship garden into full effect.

It’s not an easy secret to execute, but one that is actually pretty doable and less stress than a restructuring of the company or a new marketing strategy every month.

What do you think?  Want to give it a try and see how it goes?

Ways to implement might be to print a picture of one and put in your pocket, up in your office, in your car, at your house, and certainly pull it out when you go to a sporting event of your kids so you are reminded to be kind to those referees!

Keep in touch with Hutch,

RP, Mike, and Jeep

Marketing what can't be marketed

It’s a really tough proposition.

A successful business is built on years of trust, relationships, and 100 factors behind the scenes that influence revenue and profits day in and day out.

Marketing and advertising is the chance to tell an incredible story and remind people of those magical moments.

If the story isn’t incredible and those people don’t recall any magical moments then often times businesses feel that the “marketing folks didn’t know what they were doing” OR “the advertising didn’t work”.

Marketing what can’t be marketed doesn’t work.

Advertising to people who had bad experiences or who have heard reasons to avoid doing business with a place doesn’t work either.

Marketing and advertising is the end of the funnel.  The end of the funnel only works if the beginning, middle, and almost to the end of the funnel are clicking on all cylinders.

Food for thought…

Keep in Touch with Hutch,

RP, Mike, and Jeep