Why we all need to innovate more than ever before

According to Chartered Institute of Marketing we’ve spent the last three years climbing out of recession.

David Thorp CIM Director of Research & Professional Development believes that SME marketers can and need to be effective innovators to support businesses out of this crisis. View his comments and listen to a good plug for the forthcoming conference (!)

Align ourselves too closely with our customers and we fail to innovate. Failure to innovate stunts growth and development and worst case scenario (in the current economic climate), leads to failure. And none of us want that.

I believe that innovation is the responsibility of all concerned and driven by strong leadership. Marketing alone cannot be solely responsible for the success or failure of a business.

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Vanity doesn’t pay the bills

Anyone involved in marketing & PR is used to being tapped up for free advice and in some cases, asked to provide their range of services free of charge.

It’s an interesting one. Being associated with particular brands is definitely good for reputation building, but there must surely come a point when working for free backfires, and on both parties.The expectation is that the service delivery will be exactly the same as paying clients receive. But in reality, paying clients will always come first.

I’ve just been offered an *opportunity* to provide PR for an awards competition. The organisation has been honest up front and declared that there is no money involved and I must confess I’m tempted. However, a fellow PR has just asked why they don’t value my services enough to pay for them and she has a point. More than that, I think it’s actually more a case of me not valuing myself enough, which is really rather daft. If I don’t value my services, why should anyone else?

Vanity is a powerful thing, but vanity doesn’t pay the bills. A mantra that I really must remember to chant a little more often.

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Why would anyone employ me?

Can you answer that question straight off? Be honest now. Can you really give a simple and yet compelling answer to that question?

My job involves a lot of words. Words designed to evoke emotion, words that invite engagement and yet when it comes to explaining what I do and why anyone would want to work with me, I sometimes struggle to find the right words.

Am I alone in this?

We each take it for granted that the nitty gritty of our chosen industry is blatantly obvious to all. Just last night I used the term Marketing Communications; in my eyes a self-explanatory phrase explaining what industry I’m involved in. Yes, but what do you actually ‘do’ was the response. And this was from someone who knows me personally.

In a recent meeting I was asked to talk about various projects I’d worked on. Now, these are case studies that I’m immensely proud of, work that led to very happy clients who continue to use me. Even with that background I struggled to sell myself, expecting my work to speak for itself, which it does in part.

Is it simply a case of being too modest, too British to blow my own trumpet, lack of confidence or simply, a lack of practice?

Why should anyone employ you?

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Designer cake leads to sweet success for Janet Mohapi-Banks

Janet’s sculptural cake design business has been voted as the Precious Awards Start-up Business of the Year 2010. The award was presented by Anna Njie from Urban Inclusion, at a prestigious reception held at The British Library in London.

“To be nominated was exciting, but to win is amazing! I’ve had an incredible year and this award has given me such a confidence boost, I can’t wait to see what 2011 has in store”, explained company founder Janet Mohapi-Banks.

Completely self-taught in the art of sugar craft, Epsom-based Janet started the company in 2009 and hasn’t looked back since. Her designs have appeared in national publications including Condé Nast Bride Brides magazine and will be seen on national television in January 2011.

Janet is currently designing the Janet Mohapi-Banks 2011 Collection, due to launch early February 2011 and looking forward to building strong relationships as a preferred supplier with top London hotels, including The Dorchester.

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For photographs and more information please contact:
Tracey Jefferies PR info@traceyjefferies.co.uk 07766 755622

www.janetmohapibanks.com

www.preciousawards.com

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Why investment in Social Media is a waste of time and money

Increasingly I am asked by clients to explain about social media, to help them understand the why and how and to create strategic and tactical plans.

So far, so good, but if a client won’t engage any social media plan is going nowhere.

Let’s take Twitter. Businesses have heard that it’s a good way to raise your profile, to spread the word about your product or service, to manage customer service and they think its something they really should do. But most don’t really ‘get’ Twitter and if straw-polled would probably suggest its where people list details of their breakfast or weekend activities. This leads me to suggest that the role of the marketer or PR is more about ensuring a client has the right mindset before any social media project commences, than whether they have the skills.

If a company is not truly open to engaging in social media, any plan is doomed from the outset. You can train, advise, set-up various tools to assist and evaluate social media but if a company does not fully embrace the idea (and allocate sufficient time for the activity) the plan will fail.

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Perfect cake proves a popular choice at Precious Awards 2010

A firm belief that “perfect days need perfect cake” has impressed the judges at this years’ Precious Awards.

Sculptural cake design company, Janet Mohapi-Banks Ltd, has been named as a finalist in the 2010 Start Up Business Category.

“I am absolutely thrilled with the news! It’s the first award I’ve entered the company for and to be short-listed is really exciting”, explained company founder Janet Mohapi-Banks.

Completely self-taught in the art of sugar craft, Janet started the company in 2009 and hasn’t looked back since. Her designs have appeared in Condé Nast Bride Brides magazine and will be seen on national television in January 2011.

Janet compares her design style to high profile cake designers such as Mitch Turner of Little Venice Cake Company and May Clee-Cadman of Maisie Fantasie. Her ambitions include having her cakes on sale at Fortnum and Mason, publishing a book of cake design, and with such success in a relatively short time, why not?

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Editor Notes

For photographs and more information please contact:
Tracey Jefferies PR info@traceyjefferies.co.uk 07766 755622

The Precious Awards take place on Monday 8th November 2010 at The British Library, 96 Euston Road, London NW1 2DB

www.preciousawards.com

www.janetmohapibanks.com

Cake Designer

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Janet Mohapi Banks chooses Tracey Jefferies PR

Leading cake designer Janet Mohapi Banks Ltd has appointed Tracey Jefferies PR to handle public relations.

Janet Mohapi Cake designs appear in Condé Nast Bride magazine and soon to be announced national television programme. The project scope includes launching the 2011 Collection and managing all media relations.

For more information: www.janetmohapibanks.com

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Broadcast v Engagement – Terms & Conditions Apply

Television broadcasts were first explored using electromechanical methods to scan and transmit images. It was intended as a one-way form of communication and enabled the world access to news, information and entertainment.

A quick online search defines broadcasting as a means to:

• Transmit (a radio or television program) for public or general use
• To send out or communicate, especially by radio or television
• To sow (seed) over a wide area, especially by hand

Viewers were not intended to respond in any way, unlike nowadays when interaction is encouraged, to an extent, through phone-in’s, competitions etc. At the point of invention though, broadcasting was purely intended as one-way form of communication. There were no rules of engagement, you either chose to watch or not and these ‘terms and conditions’ still largely apply today.

Social media when used appropriately is a hugely powerful communication tool of the 21st Century. One of my favourite wikipedia definitions explains that:

Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

This in my view, is the perfect does it what it says on the tin explanation. If that’s the case though, how come so many individuals and companies get it so wrong? The key words above define the rules; ‘social interaction’, something that so many companies, of all sizes, from various industries, simply don’t get or choose to ignore.

True engagement with your existing customers will encourage loyalty. These customers will continue to use your services/products and enjoy spreading the word on your behalf. These people will be excited about your new products/services and eager to purchase.

True engagement with potential customers will set the tone for how you intend to interact with them.

Using social media only to broadcast demonstrates a lack of empathy; it shows that you don’t really care about your customers, that your main priority is only to broadcast your news; that you’re not really interested in what anyone else has to share. It shows either that you don’t understand the rules or that you have no intention of signing up to the terms and conditions.

Broadcasters take note – Ignorance of the rules is no defense. Ignore the social media rules of engagement at your peril and watch the impact on your bottom line.

See www.traceyjefferies.co.uk and www.adapt.co for more information about communicating to ensure true engagement with your target market.

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Me and Cheryl Cole, so much in common, who knew?

First impressions would lead you to question that I have anything in common with Cheryl Cole (nee, and now again Tweedy). Cheryl is young, I am in what polite society refers to these days as middle youth; she is gorgeous, I’ve seen better days; she is rich, I’m not, I could go on, but I won’t. No dear reader, the common link that binds me to Cheryl is the media and free speech of our civilised, democratic society. Allow me to elaborate.

A few weeks ago I took a call from The Independent newspaper, they wanted to write a business profile about me for their Small Business section. My first thought was one of disbelief, why on earth would they want to write about little ole me? As the idea began to sink in I felt immensely flattered. I go about my daily life, doing what I hope is a good job and never think for a moment that anyone would consider me worthy of national comment. Having got over the initial surprise, I began to think about the actual interview. What would the writer want to know, would I stumble over my words and look foolish, would I find enough to say? I needn’t have worried. The interview was like having a chat with a good friend and they asked interesting questions, which prompted me to look at my achievements through their eyes. Interview concluded I waited excitedly for the publishing date.

People that know me well know that I hate any fuss. I’m much happier when clients or friends and family are in the limelight, content in the knowledge that I have played a supportive role. For that same reason, I take more pleasure in buying presents than I do receiving. It’s the attention I hate and I know other people that feel the same way. But when the interview first appeared, I have to confess to more than a smidge of delight, which rather took me by surprise. Aside from the fact that the published interview was short on interesting content (which astonished me), there I was for the entire world to see and read about (I say world as it was also published on the Internet). However, my excitement and feelings of joy soon turned sour when I read the first comment posted on the newspapers website. It’s quite amazing how someone you’ve never met before thinks they have a real insight into you and your life. This complete stranger observed that I am clearly “a well-to-do housewife pretending to be a businesswoman”, although they also felt I resembled a left-wing politician on my website, confused or what?. I posted a polite response only to receive a reply, which started off by explaining it wasn’t a personal attack, and then went on to attack me even more! I joked aloud that I knew how celebrities must feel to be so often vilified by reporters out to make a buck from the latest sensational article, but it wasn’t actually a very amusing experience.

Seeking fame is a dangerous thing and yet, according to research published on the CNN Health website, getting a lot of attention gives some people a rush of adrenaline. It seems that overt attention gives some people an increased sense of belonging more to a specific group or society. A worrying article published in 2008 in The Times entitled, ‘Forget Education, pupils just want to be famous’ reported that children were turning away from schoolwork because they see education as unhelpful to their ambition to become rich and famous as reality TV stars. Their role models then, included David and Victoria Beckham and WAGs – wives and girlfriends of highly paid footballers. The article deduced that the “cult of celebrity was responsible for perverting children’s aspirations and expectations, compounding the subsequent sense of failure, alienation and low self-esteem when celebrity status is not achieved.” Two years on and I doubt much has changed. 1960’s icon, Andy Warhol, once famously remarked that, “In the future everyone will be famous for fifteen minutes.” What he didn’t clarify, was his reasoning behind the statement or consideration for what that moment of fame might attract.

I’d be lying if I didn’t admit to a sneaky desire to wear the latest catwalk clothing, to dine out at famous restaurants (who would of course always find a table for me) and to have people ready to hang on my every word, but at what price? Sorry Cheryl, you’re a braver woman than I am and having experienced just a tiny insight into your daily routine it’s just not for me.

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Always wear your best knickers

Who wasn’t warned by their mother always to wear your best knickers when venturing outside? This was just in case you suffered the misfortune to be involved in a car accident and had to be examined in hospital. Well it wasn’t so much the lack of best undies that sprang to mind recently, more the rather accurate impression of a bag lady I was parading in Witney one wet summer afternoon….see page 50 R-Magazine

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