Shannon's thoughts on marketing, public relations, social technology, entrepreneurship and other things

Shannon Mouton
Shannon Mouton

the principal at Topaz Consulting, is a relationship marketing professional, with a passion for utilizing social technology for building B2B/B2C relationships, sharing information, networking and advancing the greater good. She has over 20 years of public relations, marketing and community building experience. Her combination of political, nonprofit, higher ed and corporate experience has afforded her opportunities to build communities where none existed, develop and launch innovative programming and bridge generational, economic and racial divides.

Shannon serves on the board of directors for the In Series, a Washington, DC performing arts organization. She is a regular contributor to Women Grow Business and Discover Exceptionalism, and her blog, Shannon Sez So, examines life's joys, pains and idiosyncrasies. Shannon is the founder of Topaz Consulting, a DC based marketing consultancy with a nationwide portfolio of clients. She graduated from Mount Vernon College (now part of The George Washington University) and is a proud native Washingtonian.

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2011 (31)
2010 (74)
 

Marketing silver bullets are as real as unicorns and fairies

Necessity
Work?
I don't have to work.
I don't have to do nothing
but eat, drink, stay black, and die.
This little old furnished room's
so small I can't whip a cat
without getting fur in my mouth
and my landlady's so old
her features is all run together
and God knows she sure can overcharge-
Which is why I reckon I *does*
have to work after all.
--Langston Hughes
Montage of a Dream Deferred, 1951


As Langston wrote 60 years ago, there are very few "have to's" in life; however, in business there are a great number of "need to's."

You need to market your business.
You don't have to have a Facebook page (Gasp!).

You need to find your customers.
You don't have to have a Twitter account (Get out!).

You need to generate revenue.
You don't even have to have a website (Blasphemy!).

There are a number of "old school" marketing tactics you can employ for your business. None of them are better or worse than any other, all of them require different levels of commitment and resources and all have been successful in one form or another. It is a question of which one(s) will work for you, not which one(s) you have to do. 

Some "Old School" Marketing Tactics

  • transportation advertising (signs on buses and at bus stops)
  • posters, flyers and postcards
  • radio, television and print advertising
  • movie advertising
  • newsletter and program advertising
  • referral and word-of-mouth
  • incentive programs
  • sponsorships
  • networking
  • billboards
  • promotional items
  • tradeshow exhibitions

These are a few methods for getting your message out; however, the best marketing campaign is the one that works for you in meeting your business objective. Before you begin expending valuable marketing resources, consider the following:

What is the goal of my marketing campaign?
Do I want to generate revenue, increase brand awareness or intimidate my competitors?
What marketing tactics are my competitors using?
What are the direct (capital) and indirect (time) costs?
Who is going to manage the campaign?
How long will the campaign last or run?
How will I know if the campaign is working?
What do success and failure look like?
Is the campaign going to reach my target audience?

However you decide to market yourself, remember, the only silver bullets are time and consistency.

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Friday Flick: Banned Lane Bryant Ad

via youtube.com

As this is my professional blog, I prefer to leave personal commentary to Shannon Sez So. I could not do it this time. As a professional marketer, I'm disappointed at the double, triple and quadrupal standards in the industry.

Lane Bryant took heat for the marketing campaign showing their underwear line being worn by curvy women. Victoria's Secret has hour long fashion shows with skinny women in underwear and Old Spice has a campaign featuring a bare chested man in a towel. What is the difference in these promotions?

I applaud Lane Bryant for going after their full-figured customers with the same use of sex, skin and innuendo as others to sell their products.

Nugget of knowledge: Don't be afraid of your target audience. Learn who they are, not who you want them to be. Meet them where they are, not where you want them to be.

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Accentuate the Positive...with your Passion

Fashion gurus have told people for years to accentuate the positive, translation, highlight your best features and down play your less optimal ones. This adage can guide you through business as well.

  • If you enjoy public speaking, then why hasn't anyone heard you?
  • If you like building, fixing and doing it yourself, then why are your neighbors calling strangers?
  • If you get excited telling stories, then why are you an accountant?
  • If you have an eye for fashion and love shopping, then why are you stuck behind a desk?
  • If you have dreamed of owning your own business, then why does someone else give you a paycheck?

Tens of thousands of manufacturing and corporate jobs have been lost over the past year, and the economy is puttering along at a snail's pace. This is the time to step up, step out and use your creativity to accentuate your positive. There is a market for whatever product or service you have to offer, and you don't have to do it alone. It's time to accentuate your business positive:

  1. Elongate your neckline with v-neck tops: Talk about what you want to do...to everyone. You will find encouragement, support and future customers are all around you.
  2. Know your particular body type, be it petite, slim, long/short-waisted: Do research to learn about the your new industry. There are websites, blogs, newletters and listservs available for you to peruse.
  3. Invest in well-tailored suits and properly fitted shoes: Get advice from others in the field. Seek out people who are where you want to be, some may offer advice, council and possibly serve as mentors.
  4. Slim your body by wearing one color head to toe: Preparation and planning will serve you well in your new endeavor. Take time to choose a business model, write a business plan and find funding.
  5. Accentuate your greatest assets, your mind and your spirit with an attitude of gratitude: If you believe it in your heart and can see it in your mind, then the only thing left to do is to do it.

You are the one, today is the day and you look fabulous...get started!

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Kids Text Every 10 Minutes When They're Awake [chart]

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via businessinsider.com

If you want to market your products and services to the 18 and under crowd, it appears the mobile platform and text messaging are the way to reach them.

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