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Writing and Copy-writing
December 2011 
It’s been a while since I have written for my blog. It’s not that I haven’t been writing at all. You may have even come across some of my pen and keyboard strokes without knowing. 
It may have been a package of AHAVA’s latest “Time to Revitalize” Extreme Day and Night care with exceptional ingredients from the Earth’s most extreme locations. 
It may have been Tamar’s Clinical Training Services website, part of the branding project that I worked on together with Avigail and Yifat at my favourite graphic studio – Studio Avigail. 
It may have been a catalogue of eco-friendly designer stationery by {ula}. 
You may have seen the world’s smallest camera by Medigus on one of the world’s most famous screens if you were in Times Square, NY. The photo was added to a press release for greater impact! After all – a picture is worth a thousand words. 
 

MarketingSJT2011

The variety of projects is part of the challenge and fun that make my work so interesting: copywriting, marcom management, marketing content, branding, international exhibitions and more. 
 
Another advantage of working as a freelance Marketing Communications professional is the range and scope of projects, each one fascinating in its own industry. 
 
My clients come from different sectors - Medical devices; skincare and cosmetics; innovative start-ups, niche or privately owned training and HR businesses and hi-tech.
They all have one thing in common – they strive to deliver their marketing messages in an interesting way, targeting and captivating  their specific audiences.
 
As 2011 ends, and 2012 awaits us with exciting new projects,
I would like to take this opportunity to thank the wonderful people I am lucky enough to work with – my clients and business partners whom I also consider as my friends including (but not limited to) : Anat, Avigail, Diva, Itay, Ofer, Tamar and Yaron. 
Wishing all a great 2012. 
 
 
To Do or Not to Do

Recently there have been a number of industry blog posts about Marketing in 2010. They discuss a variety of what to do and what not to do in the realm of Marketing. 

So here are a few:

A recent article on AdWeek discusses the Five Marketing Principles Brands Should Embrace in 2010. In their opinion the marketing rules we lived by just five years ago are almost obsolete. While you may not agree with all, it makes an interesting read.

Additional tips can be found on Michael Fleischner’s good marketing tips blog.

Laura Lake offers five no and low cost tips in the Marketing section on About.com. Laura has ranked “Network at events” as the first, one of the most important personal marketing tips in my opinion. She also discusses the top five marketing mistakes. 

Further mistakes are currently being collected by Dianna Huff who is compiling a list of “silly B2B marketing mistakes”. You can submit yours until 10th February 2010.

Judy Shapiro listed the nine digital marketing mistakes that she won’t make in 2010 on Advertising Age.  I think she’s provided a great list of “un-resolutions” and un-resolution #9 definitely brought a smile to my face! 

To provide a more visual ending to future marketing, I’d like to share a video created by Keiichi Matsuda, a designer and film-maker. This video titled Augmented (hyper)Reality: Domestic Robocop is part of a larger project about the social and architectural consequences of new media and augmented reality. It provides food (and tea) for thought…

Feel free to add your tips and comments below on marketing dos and don’ts.
 
Social Media Marketing Works

I’Social media marketing ve been looking for an event photographer for a social function and I admit my standards are high.

Yesterday, I noticed a fabulous new photo that one of my daughter’s friends had uploaded to Facebook. The photographer’s name and telephone number were embedded on the photo.

A quick Google search resulted in a link to his company listing and from there – I was directed to his portfolio on Flickr. There, I found some wonderfully creative photos. Great I thought – and promptly called him. After a brief conversation I decided he was the one! What more could I ask? He lives in the vicinity, is prepared to photograph the event and preparations, the price seemed fair – and all was set (except for the minor fact that he’s busy on the date I need him).

Everyone knows that the best recommendations are by word of mouth. Will social media come to replace a few phone calls to friends? Maybe not, but the media’s power as a marketing and informative tool cannot and should not be ignored.

However good our gut feeling is about SMM, we shouldn’t forget that measuring social marketing campaigns is important. In a recent post on Marketing Sherpa’s blog, Adam T. Sutton was surprised to find that only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.

So for now, I have yet more proof, if I really needed it, that social media marketing works!

On the other hand, I still haven’t got a photographer…
 
‘Tis the Season of Goodwill

As Channukah ends and Christmas and the New Year approach, I’d like to dedicate this blog to personal and organized goodwill…and how Social Media comes into the picture.

I’ll start on a personal note.
My mother recently underwent total knee replacement surgery. As a result, she is in need of a CPM machine – which is a type of torture mechanism that looks as though it evolved from the middle ages. This Continuous Passive Motion (CPM) machine bends the knee in a passive way – assisting in healing and strengthening the knee.

Here started the quest for a CPM machine – which can be borrowed / rented for home use.

In Israel, there are a number of wonderful organizations which provide services designed to make life easier for the sick or disabled, for free or at a nominal cost.
One of the largest and better known is Yad Sarah. I spent hours calling every branch in the country looking for a CPM machine – but not even one was available. I continued my search and came across another organization called Ner David. Despite trying to help, they didn’t have an available CPM machine either.

By now – I was rather concerned. This machine is essential to my mother’s recuperation and getting her back on her own two feet.

I turned to Facebook – and changed my status asking if anyone knew where I could find a CPM machine. I must admit – I didn’t have high hopes – but decided there was nothing to lose. A wonderful cousin (thanks Sabrena) saw my Facebook posting and contacted a friend. The friend in turn contacted his mum and she provided vitally important information – the name of two other voluntary organizations – Ezer Mizion and Ezra Lemarpeh who among other fantastic voluntary work, also lend and rent out medical equipment! Aha – another couple of phone calls – and I found the ultimate prize at Ezra Lemarpeh– a CPM machine!

I would like to thank all involved and share how with a social media posting and a good dose of personal and organizational goodwill, we managed to get the job done!
 
Choosing a Vendor

As a marcom specialist I need to collaborate with a variety of suppliers and vendors. Over the years, I have been lucky enough to meet and work with excellent suppliers and vendors, although I must admit, there are a few I prefer not to work with again.

I’ve come to work with people who have become project partners. I’ve discovered that working with a successful partner provides excellent results.

Here I share my personal considerations when choosing a business vendor.

  1. The most important in my opinion is to work with someone who comes with a recommendation – preferably from someone whose opinion you trust.  You may want to see if they have recommendations on professional networks such as LinkedIn.
  2. Choose someone who understands your requirements, someone who will listen as well as offering their professional advice.
  3. Check that the provider / supplier can meet your time frame requirements.
  4. Some may consider this consideration as superfluous – however in my personal opinion it can make or break a project. Work with someone you feel comfortable with. The process is usually more productive; the outcome more successful. If a supplier is going to “get on your nerves” as soon as you see their name on your incoming calls – chances are the results will not be as good as you had hoped for.
  5. Sometimes paying a slightly higher price may be worth it. Working with a professional usually results in less wasted time during the process and a superior end result. 
Once you’ve chosen the vendor, try and define as best you can the scope of services in detail. It takes a little longer but is usually worth it in the long run
 
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