This morning, I Googled the acronym "TCB2B" to make sure I'm not stepping on the toes of anyone who might have coined it before me, but surprisingly, no one has - score!
I might be getting ahead of myself, so let me explain.
We all know that Elvis and Bachman-Turner Overdrive (yes, I just went there) made the abbreviation "TCB" (short for "Taking Care of Business") popular, but when you're B2B marketers like us here at MLT, it's also important to make the most of each day, and better serve your clients and customers, by TCB2B.
I was inspired by the keynote speaker at my little sister's graduation from the University of Georgia Grady School of Journalism & Mass Communications (I'll proudly mention here that I'm a Grady Grad; got my degree in advertising about four years ago, to be exact - how time flies). The speaker was W.H. "Dink" NeSmith Jr., a distinguished veteran in the field of newspaper management.
Aside from being a very refreshing and entertaining speaker, NeSmith had a TCB-themed message, and I couldn't agree more with everything he said. A self-proclaimed daydreamer, like myself and many others who work in B2B or B2C creative shops, he said it's not really difficult to keep your eyes on the prize and make the most of each day (ahem, TCB) with proper time management; it's all about list-making and "Dink's 5 D's of Time Management," as he called it.
As an account executive, I keep a pen in my purse at all times, so I jotted these 5 D's down. NeSmith mentioned getting a natural "rush" whenever he crosses items off his to-do list, which is something I find myself doing multiple times a day. It's my being efficient and diligent that benefits MLT and our clients at the end of the day, so I guess you could say I'm TCB2B every day...
Anyway, without further ado, here are Dink's 5 D's: Deliberate, Do it, Delegate, Ditch it and don't Diddle around.
Deliberate: Probably the most important D on the list. STOP WHAT YOU'RE DOING AND THINK ABOUT IT. This is a critical step, where you can ask those important questions (even dumb ones), evaluate the project and weigh the pros and cons of taking it on. Make sure that every detail is thought through and analyzed. This is where another lettered list - the 5 W's - comes into play: Who, What, When, Where and Why. Think about it, think about it some more and then decide.
Do It: You've thought it through, now it's time to take action. Take on the task at hand with the conviction that it's the most important thing at that moment, and the absolute best use of your time. I'm not going to say "don't diddle," because we'll get to that later. Just do it, and do it well.
Delegate: As much as you'd like to be the hero to everyone, all the time, here's where you've got to face reality and realize you simply can't do everything for everyone. Sometimes you need to let it go and trust that the people helping you can execute properly. Being the control freak/perfectionist that I am, I have to say this D is the most Difficult (yes, with a capital D) for me, but it's necessary in time management because there are only so many things YOU as one person can do. It's not a weakness to ask for some help here and there. Teamwork is a wonderful thing.
Ditch It: In some cases, the project you're approached with couldn't be more wrong for you or the company you represent, and that is OK. It's not wrong to say no. While the prospect of the project is appreciated, it might not be a good fit or an appropriate task, so just ditch it; just say "no thank you," and ditch it with humility, appreciation and grace.
Don't Diddle Around: Yes, procrastination is the enemy, my friends. If you're not approaching your work with tact and purpose, it could be that you should have ditched it or delegated it earlier on, but most likely you're doing some diddling. It happens. But think about this: Time is money. Time is precious. Time is valuable. Your company and your clients depend on you making the most of your time during office hours. That can also mean putting in extra time, and speaking for all of us at MLT, TCB2B doesn't always stop at 6 p.m. You know how the song goes: "Taking care of business, and working overtime." Of course there's a little time each day for kicking back and having a good time with your co-workers, but while you're working for your company's and your client's advancement, there is no time to diddle.
So what are you waiting for? Attack that to-do list in front of you with a TCB2B attitude. Make your day count.
Sarah E. Young is an account executive with the Atlanta advertising agency MLT Creative which specializes in business-to-business marketing.
Dribble, pass, shoot. The buzzer blares: in-and-out heartbreak. Rebound, dribble, pass,shoot: Swish – nothin’ but net. A pick-up game at the gym, or networking at a business-to-business conference? Different scenarios, but similar tactics apply to both.
Although networking through the use of social media can have incredible benefits in the world of B2B marketing, sometimes it feels like riding the bench in the middle of the playoffs. So get in the game by getting away from the computer, because face-to-face interaction is still the best way to make connections and build your B2B business.
Sure, the idea of walking into a room where you don’t know a single person can be pretty daunting, but with a game plan, a goal in mind and a pocket full of business cards, you can work the room like a pro.
Here's a few tips for scoring at networking functions:
Check your attitude. It's key to get mentally geared up before you even show up. Since your attitude often guides your behavior, you must overcome any self-doubts that might hamstring your efforts.
Smile. Here’s a rule that is so simple and self-explanatory, it sometimes slips people’s minds. Some of us are so focused on networking that we don't realize we have frowns on our faces. Scowls and furrowed brows are forbidden. People are more likely to warm up to someone who says “Good morning” with a broad smile than they are to someone with a dour countenance.
Have a game plan. Know who you want to meet in advance, be it a specific person or just a certain type.
Introduce yourself. Don’t wait for an introduction. Before sitting down at the table, tell everyone your name and the name of your company. Be sure to talk to the people sitting next to you.
Ask questions of the people you meet. Never lead with your "elevator pitch." People are more interested in themselves than they are in you, so ask them questions to get them talking.
Have a clear understanding of what you do. Also why, for whom, and what makes your doing it special or different from others doing the same thing. In order to get referrals, you must first have a clear understanding of what you do that you can easily articulate to others.
Put your technology away. Don’t run to your phone. When you’re fiddling with electronics, you look busy and unapproachable. Wait until the next break to break out the Blackberry.
Introduce others. When you meet cool people, make an assist and connect them with others who might be beneficial to them. This includes others at the conference, as well as other people you might know. If you ask the right types of questions, you will easily spot connections that can help others. Don't ever worry about what's in it for you -- just be the person who helps others. You will see over time that others will return the favor.
Follow up. If you meet interesting people and you never follow up, it makes no difference. Own the follow up after you meet people, and send them an e-mail (or, better yet, a handwritten note) telling them how much you enjoyed talking with them, and plan for future discussions.
Read their stuff. Many people are active bloggers, Twitterers, authors, etc. If people create the written word, seek out their work and read it. It’s a great way to get to know people, plus they’ll be honored when you ask them about it.
And just like your lucky pair of Jordans, don't forget your business cards.
Have a networking story to share? Please leave a comment.
/mh
Martine Hunter
is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
Google Insights for Search is a sophisticated tool that can help B2B marketing professionals create more effective brand associations. It can help you gauge interest between relevant search terms, which is a must for inbound marketing. For example, Google Insights can help examine seasonal and regional variations in search behavior to determine which messages or keywords go over best.
Business-to-business marketing specialists can use Google Insights to compare brands in real time over real markets. You can also use it to flesh out keyword ideas and perhaps tweak PPC campaigns you're running. If there's a clear indication that a particular campaign is working well in a particular region or city, you can more accurately target offline advertising and even promotional events.
You won't need a Gmail account to access Google Insights, but you will need a Google account to download data to spreadsheets. An animated map function allows users to see graphically how interest changes with time and region.
Google Insights is such flexible tool, you can find countless ways to use it. Beyond just expanding your keyword lists or looking at economic trends, you can also use it for things like satisfying your curiosity about why some other site ranks higher in the search engines than yours.
/mh
Martine Hunter is the creative director of eMedia with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification.
May 26, 2009 – Atlanta, GA – Atlanta-based business-to-business marketing agency MLT Creative earned two awards from the Atlanta chapter of the Direct Marketing Association (DMA). The South Star Awards of DMA-Atlanta recognize excellence in direct marketing strategy, creativity and results. These honors add to a mounting number of industry accolades MLT Creative has earned this year.
MLT Creative won the South Star for the best B-to-B Integrated Campaign in the category of Image Building for its work
with Airgas, the country's largest distributor of industrial, medical and specialty gases and related equipment. The agency designed a campaign around Airgas's reclamation efforts, which were prompted by the mandated phase-down of the common refrigerant R-22 and other HCFCs. Targeting HVAC technicians and supply wholesalers, the Airgas refrigerant reclamation program includes incentives like providing free gas reclamation tanks and paying wholesalers for returning their used refrigerant gas to Airgas.
To tout the environmental benefits of the program while playing on the color of printed currency, MLT modified it to read “Be Green and Turn Those Used Refrigerants Into Cash.” While the direct mail pieces were central, the integrated marketing campaign was branded over multiple platforms, including print and banner ads, point-of-sale materials and collateral.
“This was a really green campaign to work on,” said MLT Creative Account Executive Vann Morris, “because we knew that if we were successful, it also meant that we would be keeping ozone-depleting gas out of the atmosphere.”
For that reason, she added, “we are so proud of the campaign’s success. And the DMA South Star Award is like icing on the cake!”
The campaign’s success speaks for itself: Initially, there were no ReKlaim collection center locations. Now there are 230.
MLT Creative’s other South Star Award is especially dear to the agency, as it recognizes their ability to promote their most important client: themselves. The agency won in the B-to-B Integrated Campaign – Lead Generation category for its own integrated “’Need a Lift?’ Eight-Straight Strategy” campaign.
After developing a new website, the agency capitalized on its launch by kicking off a new business development campaign. They combined the website with self-promotional efforts to attract, engage, convert and retain customers. Pushing for brand awareness and recall, the campaign’s strategy included outreaches that were frequent and repetitive. MLT Creative shipped eight tactile, clutter-busting mailers to its target market of 300 Atlanta marketing professionals in a rapid-fire, 10-week schedule.
In order to convey the strengths in both creative and strategic areas, the agency developed a parallel component to the mailers, labeled an “experiment.” This experiment invited each recipient to participate in the campaign under the promise of offering a totally transparent view of its goals, strategy, tracking and results. Creative direction shaped these goals as scientific hypotheses, and an interactive microsite dubbed “The Idea Launch Lab” (www.theidealaunchlab.com) served as an experiential environment for sharing the results. The creative team devised, designed and constructed a a series of foam and paper airplanes and rockets that backed up the campaign’s “Need a Lift?” theme, designed to drive recipients to The Idea Launch Lab – as were incentives such as a travel voucher and other giveaways.
“Our Eight-Straight ‘Need a Lift?’ campaign was a success by enabling us to target, connect and land work with new B2B marketing clients, even in the midst of a slowing economy,” said Account Executive Kelly Pires. “To receive this peer recognition from the DMA-Atlanta makes our achievement that much sweeter.”
The campaign was successful because it combined innovative ideas with industry best practices and a creative strategy that generated returns three times the investment.
The DMA South Star Awards are the latest in an exciting string of recent nods for MLT Creative. Additional honors this year include the American Marketing Association AMY Award for B2B Visual Branding, with an additional four finalist awards; recognition as a Georgia State University MAX Award finalist; and, most recently, a coveted spot on BtoB Magazine’s Top BtoB Agencies List.
Martine Hunter is a creative director of eMedia with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing.
For all us history buffs and Ben Franklin afficianados, I'd like to share this wonderful post by Dawud Miracle.
What Ben Franklin Knew About Social Media
written on February 4, 2008 by Dawud Miracle
Benjamin Franklin was a blogger — without a doubt.
He may not have had a computer to share his thoughts, nor the internet to spread them, but he did have a printing press where he printed regular installments of Poor Richard’s Almanack.
Ben Franklin was known to have a sharp and witty mind and a love of things social. He loved to share his thoughts on any number of subjects. He loved to stir the pot… and he loved debate.
Think of any bloggers like that?
So Ben Franklin was a blogger before there was blogging. But don’t just take my word for it. All the evidence can be found in his own words:
“Be civil to all; sociable to many; familiar with few;
friend to one; enemy to none.”
Isn’t that how blogging works? You want to be an open door to all, have conversations with those who engage you in the comment box, and become familiar with people who are interested in building relationships. Further, you’ll find a small group who will become like friends. And for all, let none become your enemy. Sound advice for any blogger.
And while Ben Franklin was a bit hot-headed and stubborn in his time, he nonetheless offers great advice on dealing with the negativity we social media-types sometimes face:
“Any fool can criticize, condemn, and complain.
And most fools do.”
“He that blows the coals in quarrels that he has nothing to do with,
has no right to complain if the sparks fly in his face.”
“He that would live in peace and at ease, must not speak
all he knows nor judge all he sees.”
He was a staunch proponent of finding what was interesting to himself and others and adding what was valuable to your reader’s lives:
“If you would not be forgotten as soon as you are dead and rotten,
either write something worth reading or do things worth the writing.”
And he knew so well that people couldn’t be convinced of anything unless they cared.
“If you would persuade,
you must appeal to interest rather than intellect.“
What’s more, he knew that people did not want to be lectured too. Rather, they need to be engaged and included in the conversation:
“Tell me and I forget. Teach me and I remember.
Involve me and I learn.”
Ben Franklin clearly understood that writing a solid, interesting blog post took research:
“An investment in knowledge always pays the best interest.”
…and required time and effort:
“He that can have patience can have what he will.”
“Energy and persistence conquer all things.”
…and that that hard work would eventually pay off:
“Employ thy time well, if thou meanest to get leisure.”
He even had advice for probloggers and those who wish to make money from their blogs; offering sound advice for remaining in balance between making money and keeping readers:
“He that is of the opinion money will do everything
may well be suspected of doing everything for money.”
Overall, what Ben Franklin reminds us is that if we have something to share…some perspective that’s uniquely ours to share with the world - do it! And don’t let your fears get in the way:
“Hide not your talents, they for use were made.
What’s a sun-dial in the shade?”
But perhaps the best advice of all is the advice that Mr. Franklin offered us for living our lives:
“Dost thou love life?
Then do not squander time, for that’s the stuff life is made of.”
Do any of Ben Franklin’s thoughts touch a chord in you about your blogging? How? And how could his advice change the way you look at social media?
/mh
Martine Hunter is a creative director of eMedia with the Atlanta marketing firm MLT Creative, which specializes in business-to-business marketing.
This Week's B2B Word on the Street is: SELF-PROMOTION
Shameless self-promotion. Why the hell not? I’ll just come right out and make the claim now: MLT Creative is the best B2B marketing agency in Atlanta, and getting better all the time.
It has never been my nature to be boastful. On a personal level, no one likes hanging around someone who is constantly bragging about themselves. But in business, especially this business, the rules are there are no rules when it comes to beating our own drum. No longer does our agency rest on our reputation or referrals. No longer can we.
Times are tough, and shame on us if companies that could use our services – need our ideas – don’t know who we are or how much we can help them.
If you are marketing professional working for a business that sells to other businesses, and you are either number one or want to take business from the number one in your industry, we salute you. You’re the type of client we charge the hill for.
B2B marketing is all we do. We're great at it, and now we're speading the news.
Atlanta Ad Agency Named AMY Awards Finalists in Five Categories
Atlanta-based B-to-B marketing firm MLT Creative has been named finalists five times over in the 2009 Atlanta Marketer of the Year Awards. Organized by the Atlanta chapter of the American Marketing Association (AMA), the annual ceremony honors the best marketing the city has to offer.
Atlanta, Georgia March 4, 2009 -- It's time once again for the Atlanta Marketer of the Year (AMY) Awards, and B-to-B agency MLT Creative has made a stellar showing among the nominees, emerging as finalists in no less than five categories. It marks the second year in a row that MLT Creative has garnered the most nominations of any agency.
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Billy Mitchell is the president and creative director of Atlanta-based B2B marketing firm MLT Creative. Located on the east side of Atlanta, GA, with a Northeast office in Rhode Island, Mitchell co-founded MLT Creative in 1984 along with partners Craig Lindberg and Glenn Taylor.
Known as the Idea Launch Pad™ for B-to-B marketers, MLT Creative’s services include strategic planning, positioning, brand development, advertising and sales promotions for business-to-business clients.