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offering tips, techniques, and thoughts from Maine's PR Maven, Nancy Marshall


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mobile marketing

Your Website is the Centerpiece of Your Marketing Program

When you are setting a table for a formal dinner party, you place something beautiful in the center of the table like candles, flowers or a bowl of colorful fruit. This centerpiece ties everything on the table together.

This infographic comes from our good friends at the Caliber Group in Arizona. Both our agencies are members of the Alliance of Marketing Communications Agencies. Thanks to the Caliber Group for sharing!

Your website is the centerpiece of your marketing program. It helps you connect with your targeted audiences and ties all of your marketing efforts together. It contains all the information about your product, service, place, organization or brand that people need in order to connect with you or do business with you. Visitors come to your site to get more information, to evaluate your products and services and to assess your brand. By looking at your site, they decide whether they want to connect with your brand….or not.

Your website is the focal point of your brand, and the foundation of your marketing program. Every aspect of your marketing should point back to your website, including press releases, ads, business cards, brochures, flyers, rack cards, banners, direct mail and social media.

Nancy Marshall, principal of Nancy Marshall Communications

When people go to your website, they will immediately get a sense of your brand. If your website looks amateurish, people will think your business is amateurish.  If it is beautiful and full of useful information that draws people in and keeps them there for a while, then your website will build your brand and convey an image of professionalism.

It’s important to be sure that the centerpiece on your table and the centerpiece of your marketing program are consistent with the image you want to convey to your guests, whether they are coming for dinner at your home or coming to learn more about your organization online.

Going Mobile: No Longer Optional

Erik Goranson, senior associate consultant at Bain & Company

The world is going mobile!

If you’re as dependent on your smart phone as I am, you know that sense of panic and dread when you misplace your phone.  Every day, people are becoming more dependent on their phones for everything from emails to Facebook updates to gaming and news. People are factoring in that a mobile presence is no longer optional and this week’s Monday Maven Erik Goranson, a senior associate consultant for Bain & Company, an international consulting firm, discusses this trend and the importance of mobile access for businesses.

In our post on PR Disasters, we discussed the evolving media landscape and how fast a single post or idea can go viral. Erik agrees saying, “customers today consume more media and information than ever before and they share that information even faster.”  Even though there is risk in social media and sharing, he adds that if businesses fail to connect socially today they may never be able to reach those consumers again.

His work at Bain includes running the Atlanta office’s Technology Mentorship Program (TMP) with his colleague Just Major. The focus of TMP follows a reverse-mentorship model, allowing the associate consultants to mentor their senior leadership on the latest trends in technology. Goranson says, “when we surveyed the leadership group we found they were most interested in learning more about social media, mobile apps, and search engine optimization (SEO).”

ExpApp allows you to get better seats at your favorite sports events.

This shift to mobile devices and apps is being recognized by Fortune 500 companies and they understand that as this occurs, they are going to need to determine how to incorporate social media into the core of their business models. This is where Bain comes into play. Goranson says, “we live and breathe in a world of data, but we also focus on the qualitative side of the business and social media straddles both realms.” He gives the example that a financial service company shouldn’t be concerned with Facebook likes alone, but in how they can leverage Facebook to better interact with their current and potential customers.

A self-proclaimed fan of social media, Goranson even dabbled in blogging (currently discontinued), but ultimately ended up putting that passion to use with his work at Experience. The company focuses on sports fans and how to improve their experience. Goranson’s role is focused on the start-up’s revenue management and optimization through the development of software, data analytics and strategic price planning.

Screenshot of Experience App on your mobile device.

Since Experience is a mobile-first company, they thrive on page real estate. Erik says that since mobile pages are so much smaller, the key to mobile success is learning to create simple, yet rich Web pages. He believes that a company must have a well-developed mobile page, but should consider an app, too. Goranson says, “apps are perfect, self-contained environments that can handle a lot of back-end processing and offer your customers a better experience.”

So what does Erik say to businesses that are wary of mobile and social media sites? He says, “Bain taught me that data doesn’t lie. My mantra is ABT—always be testing. Data proves that if a current or potential customer cannot find your business online today then you are in serious trouble,” he says.  He adds that consumers are proving to be less brand loyal than ever before. They are quick to bounce to a competitor’s site if they find it more easily accessible. He adds, “you don’t necessarily need to conduct commerce via mobile devices and social media sites, but some sort of Web app or site with strong SEO is no longer optional.”

Erik Goranson is originally from Maine, but currently resides in Atlanta, Georgia. For more information or to reach out to Erik feel free to email him at or you can also connect with him on LinkedIn.




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