It's October! The leaves are turning and candy corn is out on store shelves. What that really means is that while the year is far from over (depending on your business calendar), it's far enough along that your MAJOR marketing and public relations goals for 2003 may be in high gear or wrapping up. How are you doing?

Last week marked the end of the third quarter. Are you 75% of the way to your sales or business goals? Focus on finishing the fourth quarter STRONG!

If there are things in your business or marketing plan you wanted to accomplish this year, get it done. Evaluate your marketing plan and take action. If you want to create a business partnership to strengthen your business, take the needed steps. If your department had some major public relations or marketing projects to implement, review your progress, focus your resources (If additional resources are needed, go to those with authority) and get it done.

Many businesses may have delayed or put off projects the past couple of years due to an uncertain economy. There are changes occurring in the marketplace (there are always changes in the economy.) Seize new opportunities, be bold and achieve growth in the marketplace. Successful businesses take action to achieve their marketing goals! Get a jump on your competition with active marketing strategies to build sales into next year.

Address what is holding you back. Not enough time? Get more help. Budget restraints? Address budget needs, make some tough decisions, request more funding, find a more efficient way to achieve your goal or change your plans to get the marketing programs that are feasible this year. Be bold, request the tools needed and take action. Do you see great opportunities in another division, suggest it!

There are a couple possible alternatives:

1. Your company could do nothing, and nothing would change.
2. Or, your company could create, update and implement a marketing, public relations and advertising action plan. Increased visibility and sales are inevitable.

Most of what holds us back in life is a silly game we play in business called "catastrophizing." We make up awful stories about how an unsuccessful marketing or public relations effort hurts business, even though in reality, that rarely happens.

Increased efforts and well-planned strategies gets your business out into the marketplace (for this year and into the future.)

In the end, only action gets results.

What is the atmosphere like where you work? Is it open, warm and positive or do arguments, disruptions and cold silence abound? Keeping a positive working environment is important to your bottom line. The way employees view the company and how they feel at work directly reflects in the way they do their job.

A survey conducted by the Society of Human Resource Management revealed how important having fun at work can be. Of the 571 business representative's respondents, 84 percent agreed that companies who promote fun at work are more effective. FUN is the secret word for creating a team-oriented, creative and open business place. The study also revealed that respondents said that employee creativity, enthusiasm and satisfaction would improve the most with positive fun in the work environment.

The Society of Human Resource Management also reports that a fun working environment can improve morale, teamwork and a positive corporate culture for a company. It is important that employees enjoy their working environment. Being able to have fun is a great motivator and makes it easier for employees to come to work and be more productive.

The following are a few ways to put a little FUN back into the workplace:

Bring in games and (tasteful) humor to share with co-workers. Include jokes at the end of your emails or internal memos. Keep games such as darts or checkers in the break room to blow off mid-workday stress.

Encourage fun company activities outside the work premise. Picnics and softball teams may be popular and build teamwork. Encourage non-job learning opportunities such as a book of the month club. Or, encourage philanthropy by having a volunteer day at a local soup kitchen.

Surprise all your employees with ice cream cones delivered by a clown when they do not expect it.

Keeping a positive environment with fun activities encourages growth for each employee and for the business as a whole. Everyone likes having fun so just doing one thing will help build positive feelings.

Now smile and have FUN - it's good for business!

In the past issue of the MCS Marketing Minute we covered the first steps in planning a successful special event. Here's a quick review: 1.) Establish goals; 2.) Know your audience(s) for the event; 3.) Create an event budget; 4.) Locate the perfect venue; 5.) Create a theme; 6.) Pull together a dynamic team.

Now, we continue planning a spectacular event...

7. Make a checklist
Make a checklist for all involved. Break down responsibilities into attainable, time-effective step-by-step procedures. Be sure to update and change the checklist as needed and provide the information to everyone on the event team (dating the timeline is a good way to double check the most current revision is in everyone's hands.)

8. Plan Publicity
A balance of creativity and practicality is essential to create great publicity for an event. Yes, it is important for the public (or target market) to be aware of the event. What else is the motive for publicity? Is it to create awareness for a non-profit or a business? Create good community relations? Increase attendance for the event? Increase support from primary audiences for the cause or event? Achieve your goals with the proper messages and avenues of communications.

Review all avenues of publicity and create a methodical plan. The public relations plan needs to have a listing of key contacts for publicity and a timeline of when to send them information. Make sure all collateral materials tie into the theme for the event.

9. Always Have a Plan B
Be prepared for the unexpected. Always have a back-up plan for schedule changes or MC "no shows." Technical snafoos can be a nightmare; have extra items like microphones, electrical cords, projection machines or any item that is critically needed. Make sure you have extra food. In case the DJ does not show up, have a CD player and CD's available. Always think ahead and consider options.

10. Positive Implementation
After days, months and perhaps years of preparation, the event day arrives. Always ensure you and key event team members are in communication with each other and can always be located. Have a prepared box of various and sundry items such as tape, scissors, magic markers, wireless phone, walkie talkie system, safety pins, band aids, at your disposal. Stay calm and positive (it is commonly said, if the host has fun at the party, everyone will.)

Make sure to document the event with photos and/or video.

11. Event Evaluation
Take time to evaluate right after the event. If it is appropriate, it may be helpful to provide evaluations for attendees.

Some areas to consider are the following: Did the event meet the goals? Why or why not? What would have helped make the event even better? How well was the event attended? Considering the amount of staging for the event, was it worth it?

12. Follow Up
Thank you's are as good as gold. Everyone who put time, money, donations or energy into the event needs to be thanked. This small yet mighty step sets your event in the minds of the participants and supporters and lays a ground work for future working relationships.

2008 Marketing Minute Archives
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