The Howard Hughes International Airport has a new tenant. You Tube.

You Tube Hollywood hopes to up the anti on quality content as creatives and marketers flock to the new space.

“Today anyone can easily create video, however, not everyone can create high-quality, relevant, interesting video,” said Pamela Gilchrist, Chief Strategist at Gilchrist Group. “I hope the new facility provides marketers with an opportunity to explore new tools and techniques.”

“Next month YouTube will begin to extend the invitation to brands, a handful at first and up to 100 by the end of 2014 (and will open up an East Coast counterpart in downtown Manhattan next year). The idea is to improve the quality of marketers’ YouTube content and indirectly play matchmaker between those marketers and YouTube’s creators who flit in and out of the production facility…The idea is to improve the quality of marketers’ YouTube content and indirectly play matchmaker between those marketers and YouTube’s creators who flit in and out of the production facility,” wrote Ad Age’s Tim Peterson in the August 2, 2013 article.

YouTube Pro Series
is a new monthly talk-show-slash-how-to-session for YouTube creators to talk business. The series co-producers can explain it better.

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Enjoyed sharing personal branding strategies at NSA Ohio this weekend. We all have a brand, whether we know it or not. So be intentional. Image-crafting matters. As Bill Stainton said, you never know when a client or prospect is near. He was traveling on an airplane, reviewing his notes for a speech, when the woman sitting next to him said “You must be our speaker!”
While we work hard to craft a professional personal brand, perhaps Jeff Bezos, Founder of Amazon said it best: “Your brand is what people say about you when you’re not in the room.”
It is critical that your personal brand is aligned with your authentic self, intentional, aligned with your go-to-market strategy and crystal clear.
If you want to learn more, pick up a copy of Speak More and read my section “Get Passionate About Personal Branding.”

 

Grab the oxygen mask. While J.C. Penney tries to stop its free fall, torches and pitch forks are pointed at CEO Ron Johnson.

Here are a 5 things businesses can learn:

  1. Be careful what you wish for.
  2. Bring  data to support your position.
  3. Keep your customer top of mind.
  4. Communicate. Communicate. Communicate.
  5. Pretty doesn’t make marketing effective. It’s the message stupid.

While there is no doubt that Penney’s needed change to stay competitive — was his radical reinvention strategy just too radical? Was it a “communications problem?”

“Improvement merely lets you hit your numbers. Creativity is what transforms,” said Johnson in a March 2012 Fortune article about his coming out party.

In my nearly 30 years of experience working with companies big and small, this statement is true. And working with an organization in the midst of transformation can be exciting. But, retraining behavior is extraordinarily difficult.

From a business standpoint, you have to have enough financial runway and latitude to drive a new strategy forward long-enough for stickiness. (JCP didn’t.)  From an emotional intelligence standpoint, that stickiness and new behavior can be incredibly tough to achieve — after generations of conditioning a set of shopping behaviors. (There was little communication on what specific actions JCP wanted customers take. And no sales, meant no call to action or motivation to “buy now.”)

JCP forgot something incredibly important — ASK YOUR CUSTOMER. (What do you want and how do you want it? Then, market-test the heck out of the concept to see if their buying behavior matches their wish list before launch.)

People like to feel like they are getting a deal. It’s psychological. It’s shopping 101. By competing on price, JCP had to make an incredibly clear and compelling case to the consumer. It didn’t. It’s a major fail whale.

And while I love beautiful marketing pieces, all of JCP’s environmental, scene driven photography didn’t sell one blender. Why? Because there was no compelling copy to describe the item, no customer benefit and no clear pricing.
Another multimillion dollar marketing mistake.

Customers are dropping like flies and credibility is gone. It will be a long-climb for JCP to recoup its losses.

J.C. Penney analyst: ‘CEO has to go’

Dallas Business Journal by Steven R. Thompson, Staff Writer

Date: Wednesday, July 11, 2012, 5:30am CDT

After J.C. Penney cut 350 employees from its Plano headquarters Tuesday, retail analysts said they are unsure how the company can continue to follow through with its transformation strategy. One analyst even said it was time for CEO Ron Johnson to leave.

“The next step is the CEO has to go, I guess,” said Howard Davidowitz, chairman of New York-based Davidowitz & Associates, a retail consulting and investment-banking firm. “Because if it stays like this, the question will be, ‘What credibility does he have to do anything?’ He will have lost all credibility.”

Davidowitz has previously made his position on the J.C. Penney transformation clear, saying Johnson “caused incalculable damage” to the department store chain.

Other retail experts expressed more optimism about J.C. Penney’s plans, even as they said they were uncertain about the company’s turnaround.

“It is probably more of the same as they try to reduce their cost, but they are under a ton of pressure,” said Dwight Hill, managing partner at the Plano-based The Retail Advisory. “I am still fairly bullish about their strategy, but I’m not sure Wall Street is going to be patient enough for them to continue to go down this path.”

J.C. Penney (NYSE: JCP) said Tuesday’s job cuts were part of the company’s plan to cut $900 million in annual expenses by the end of 2012. J.C. Penney executives declined requests for an interview.

The company needs to do a better job of communicating that the layoffs are part of a “multi-stage turnaround process,” Hill said.

“With sales dropping as they are, they have an even greater need to reduce this SG&A cost,” Hill said.

The drop in sales is mainly due to the lack of coupons, Davidowitz and Hill agreed.

“They’ve begun to realize the coupon and sales addiction probably runs far and deep,” Hill said. “And customers don’t want to go cold turkey.”

Davidowitz didn’t offer many solutions for J.C. Penney, saying, “I’d have to spend months figuring out what to do because the mess is so deep.” He still can’t believe that J.C. Penney would abandon its core customer so quickly in order to test a new pricing and marketing strategy.

“People in retailing fight for decades to get market share,” Davidowitz said. “And here’s the reason, because it costs a fortune to get a new customer. You advertise, you spend a fortune to get a new footstep to give you a chance. It’s what retailers work on every day, ‘Let’s try to get this customer to give us a little opportunity.'”

http://www.bizjournals.com/dallas/blog/morning_call/2012/07/jc-penney-analyst-the-ceo-has-to-go.html?s=print

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I will share my passion for Personal Branding and PR at the NSA Ohio ProTrack seminar on March 17, 2012. Look for insider secrets in future blog posts.

If you are a professional or emerging speaker this session is for you. At the seminar you will learn how to build a strong personal brand, develop a go-to-market roadmap and become a well-known “Expert with Influence™.”  The session will include tips on thought leadership, content strategies, website integration, public relations and social media.

Fellow NSA Ohio Speaker Jim Canterucci, CEO, Transition Management Advisors and Sarah Storer, senior content marketing strategist, The Karcher Group, will also present a session on social media. The live event will be streamed online using ustream. It begins at 9:00 a.m. at the Downtown Technology Center, 423 E. Town Street, Columbus, Ohio 43215. For information visit: www.nsaohio.com

About:

Professional Speaker Pamela Gilchrist Shares Her Passion For Personal Branding & PR

Pamela Gilchrist, an international award-winning, Fortune 100 leadership and communications expert,  shares her wit and wisdom on Business Strategy | Change Leadership | Brand Presence | Influencer Engagement with corporate and association audiences across the country. As chief strategist and CEO at the Gilchrist Group®, she advises organizations on how to have more impact by focusing on breakthrough business strategies, brand identity and influencer engagement. She is well-known for her high-level C-suite coaching on thought leadership, executive presence and personal branding.

The Gilchrist Group®,is a strategic business consulting firm specializing in business growth, executive leadership and high impact communications. The firm has deep expertise in guiding organizations through times of significant growth and change. Founded in 1999, the international award-winning firm has significant Fortune 500 experience and serves clients in a wide-range of industries across the country. Learn more: gilchristgroup.com

As chief strategist at the Gilchrist Group®, Pam advises executives on how to have more impact to improve perceptions and connections. Organizations that need results during times of growth and change seek Pam out for her proven methods including: go-to-market roadmaps, executive coaching and high impact communications designed to increase influence and engagement.

A former Fortune 100 leadership and communications executive, she has held key roles inside multi-billion dollar companies and advises organizations across the country using her proven international award-winning leadership and communications methods. From business unit launches to crisis communications, Pam has counseled executives for more than 25+ years on how to improve impact by focusing on breakthrough business strategies, next level leadership and branded communications.

Pam’s combination of vision, executive management expertise and guidance helps organizations achieve maximum results. She has earned the highest honor in the PR Industry – a Golden World Trophy from the International Public Relations Association (IPRA) for her customer engagement work at a Fortune 500 company before she turned 30. She was named PR Professional-of-the-Year by the Cincinnati Chapter of PRSA and her work has been declared “Best In Show” by her peers.

To book Pam to speak at your next event or to see her 2012 catalogue of speaking topics visit: www.pamgilchrist.com. You can follow her on twitter @pamgilchrist.

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Sharing from my friends at MarketingProfs — because I couldn’t say it any better myself…

A guest post by Margie Clayman of Clayman Advertising.

I had an interesting conversation the other day about branding. During the course of  the talk, one participant said something along the lines of: “Well, I think we are pretty much done with traditional marketing concepts. Times are changing.”

I fear that this kind of sentiment is pervading the world of social media—and not too slowly. Look at all the new definitions of a simple marketing concept like ROI (return on investment). Look at how the word “branding” has been so twisted that many people now think a brand and a logo are the same thing.

We are in some serious trouble here.

Marketing Facts You Can Count On

Let’s talk about the argument that “social media has changed everything” in marketing. Now, you’d be silly to say that marketing is exactly the same as it was 1,000 years ago, right? You can trace how just print advertising has changed over the last 150 years. But even though the world has changed in a lot of ways, some things remain stubbornly the same. Trees grow. The Earth revolves around the sun. You can rely on those facts. They don’t get ditched as soon as “the times change.” They may get updated a bit. They may have addendums. But they don’t get burnt up in the latest garbage heap.

Thus, it is with tried and true marketing and business concepts. Yes, the marketing world and the business world continue to change. Rapidly, in fact. But there are a few facts upon which we can rely.

1. You still need to make sure you are making more money than you are doling out.
2. Branding encompasses your reputation, how you relate to your customers, what customers expect of you, and your message across any and all platforms.
3. If you do not understand basic business or marketing principles, you run the risk of trampling your business (or your clients’ businesses) into the ground.

Those are just a few of the “traditional” concepts that people seem so willing to disregard.

Why the Hate?

The real question I have been pondering is: Why is there so great a desire to dispense with these foundational aspects of marketing and business?

The only thing I can come up with is that—maybe—if you did not work in marketing before social media exploded or if you did not study marketing, traditional concepts may seem intimidating. Folks who seem to be “gurus” on social media may not really feel that they can come out and say, “Gosh, I don’t really understand this.” And so, alternative realities are created.

I can’t really think of any other reason why such elemental concepts are being abandoned recklessly throughout the online world.

What do you think lies behind this seeming dislike of basic marketing concepts? Have you run into it in your own online reality? I’d love to hear your thoughts!

(Photo courtesy of Bigstock: Man Sticking His Tongue Out)

Margie Clayman is director of Client Development at Clayman Advertising.

http://www.mpdailyfix.com/why-are-marketers-hating-on-traditional-marketing/?adref=nlt031512&utm_source=mpt&utm_medium=myview&utm_campaign=basic&utm_term=strategy&utm_content=post