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Insights on ‘Delivering Dollars Through Data’
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HUNT VALLEY, Md. — Taking a close look at a company’s data and using it in creative ways will likely elevate opportunities to tap into new sources for sales, according to Tom Loveland, founder and CEO of information systems firm Mind Over Machines.
Speaking at the May 8 Knowledge Session hosted by the Baltimore/Washington chapter of Sales & Marketing Executives International, Loveland provided case study examples of how companies strategically “mined” data in search of information that illuminated a path toward their business goals and leading to profits that otherwise might have been overlooked. Data mining can range from intense analytics and repackaging or mashing data, to simply sifting through company email exchanges to identify contacts with prospective customers. A sampling of take-aways from Loveland’s presentation included:
- A key to success in business intelligence and data mining is a cooperative relationship between the marketing and IT departments. Each needs a common understanding on business drivers and, in most cases, these relationships depend on executive management leading the way by recognizing the opportunities and fostering communication, innovation and creativity when it comes to using data.
- Both IT and marketing must know the business, and each must reach beyond the bounds of their typical functions. IT should step into the role of solving business problems with people and for people, while marketing should know how to use the data to benefit sales, create richer stories that lead to sales conversations, and also use the data to help focus and drive the creative process.
- Companies must set themselves up for success by positioning themselves to be in the business of collecting data and train their teams to look at their data in different ways. If you are ever faced with a situation that makes you think “there must be a better way,” then treat that as a flag that there may be an opportunity to turn your data into an actionable opportunity, Loveland said.
About SMEI
Founded in 1935, Sales & Marketing Executives International (SMEI) is the worldwide organization dedicated to ethical standards, continuing professional development, knowledge sharing, mentoring students and advancing free enterprise. For more information about the Baltimore/Washington chapter, visit www.smeibaltimore.org
So Where Does the Name ‘Sawmill’ Come From?
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One of the most oft-asked question of us is, “where does the name “Sawmill” come from?” I wish there was a more exotic answer than the one I am about to offer.
The “Sawmill” in our name comes from the gentle, beautiful and meandering Sawmill Creek (left) that winds its way from northern Baltimore County, including where I live, through Anne Arundel County until it flows into the Patapsco River.
Sometimes we wish we had a more interesting answer. But in the more than 17 years that Sawmill Marketing Public Relations has been in business the “where does ‘Sawmill’ come from” question is a good reminder that it’s your definition of interesting that matters.
We’re all for continuing to answer “where does the name ‘Sawmill’ come from?” for at least the next 17 years!
Helping ‘Mother Made’ Helps Us All
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Our attraction to Mother Made was instant and compelling: helping single mothers to become entrepreneurs while also protecting our environment. The organization was created and is led by smart, creative, committed entrepreneurs — accessible, caring role models for the people they serve.
Their mission is to promote the financial independence and job training of low-income mothers/women in Baltimore by creating and selling products that reduce the impact of consumers on the environment.
We are looking forward to conducting social media workshops early next month — part of the job training curriculum the organization conducts for the women.
We eagerly anticipate lending our expertise in ways we hope will help the organization to grow, which in turn will help more single mothers in Baltimore to grow as well.
In the meantime, we hope our readers will also help by donating whatever is possible to help fund critical job training activities.
Crisis Communications Tip #4: Now is Not the Time to Be Insular
Posted by: | CommentsThere is an excellent article in the current issue of The Public Relations Strategist about the Penn State child-abuse scandal an
d the role their “we are the school” attitude played in the mishandling of the crisis and the resulting price it will be paying.
In our experience this attitude is prevalent when a crisis hits — regardless of the type of entity trying to deal with it. This includes a client that, just a few months into it, believes it has successfully weathered an ugly headline-generating situation. However, we’ve counseled them that they are instead at the beginning of it. We hope our prediction is wrong, but that sound you hear are their wagons circling.
Crisis Plans Need to be Continually Refined
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Our client AHC, Inc., a developer of affordable housing communities in the Mid-Atlantic region, just completed a revise of its crisis communications plan that focused on streamlining the notification process in the event that a crisis situation occurs.
AHC, Inc. reviews and revises as needed its crisis communications plan on a semi-annual basis to ensure its plan is up to date, relevant and reflects best practices.
However, this review has the added benefit of keeping the plan and the important role it plays in front of its leadership on a regular basis. Is it time to take a look at your company’s plan?
1st Mariner Bank News Raises Question of ‘New’ Best Time to Go Unnoticed
Posted by: | CommentsIt used to be that when an organization released news they hoped would go unnoticed they did so on a Friday and/or the day before a holiday such as the just released announcement of the retirement of 1st Mariner Bank’s founder and CEO Edwin Hale. However, it was posted/Tweeted
/blogged immediately to a large, interested, engaged community of readers and followers.
So what’s the new strategy for releasing news/information companies hope will go unnoticed? Or is that time gone forever?
‘Arrested’ and Other Real World Lessons from Social Media
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In recent months I’ve participated on several panels with the media where we discussed using social media tools in crisis communications situations.
Last week I was on a panel, “Crisis Communication in a Social Media World,” with CNN political commentator Maria Cardona and The Washington Post‘s James Buck. Cardona, also a principal with the Dewey Square Group, provided insights into political scandals and the need to be prepared to move quickly with social media as a key part of your crisis PR plan. Since former Congressman Anthony Weiner is “old news” in the Twitter world, we focused on the Herman Cain controversy and the impact of social media.
Buck talked about how the Post uses social media in its reporting, including live-tweeting meetings and events and verifying sources via Twitter by looking at Klout scores and level of engagement among other factors. Buck has first-hand experience with the power of social media. While covering protests in Egypt in 2008 he was detained by Egyptian authorities and placed in a vehicle that was to take him to a prison. In the back seat, he tweeted one word - “arrested” – which triggered a response that eventually led to his release. Twitter’s founders use this as an example of how one word tweeted to a handful of followers can have a big impact.
Still think social media is for following Justin Bieber or Snooki? It’s so much more, and you need to have a plan and tools in place – before the crisis hits.
Sawmill Marketing Public Relations Marks 17th Year
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I’ll spare us the parade of trite sayings such as “it seems like only yesterday, blah, blah blah” about Sawmill Marketing Public Relations marking its 17th year in business. Instead, here are two of my high highlights as well as three maxims that I’m sure will guide us the next 17 years as they have since 1995.
High Highlight #1: No question..it’s when Jeff came on board and we became SMPR partners. A Public Relations professional to his core who has lead us in new directions…most notably/recently his expertise in social media…he is also a genuinely nice guy and good friend.
High Highlight #2: Being on site (and working around the clock day after day) for five weeks at the 2002 Winter Olympic Games in Salt Lake City where we represented a resort property that was an unofficial Olympic Village for Nordic ski and biathlon teams from around the world. It was a heady experience working with major national and international media on a daily basis and in close daily contact with athletes of that caliber.
Our Three Maxims:
- Always Take the High Road. No exceptions, no detours.
- It is a Small World. In large measure reputations rise and fall as a result of this simple statement.
- LOVE what you do or don’t do it anymore. A great day @ SMPR is when we get a “hit” for a client and/or we provide counsel that a client recognizes as smart, insightful and new.
Thank you for your part in helping us to arrive at age 17 and for your continuing help to propel us to the next 17 years.
Media Training Tip #16: Skip the Interview Walk-off
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One technique we don’t cover during Sawmill’s media training sessions is the “walk-off.” And for good reason! If you aren’t up for the questions the interviewer is likely to ask, don’t put yourself in that position. If you decide to unclip the microphone and stomp away, it will guarantee coverage, but not the kind you’re looking for. But people still do it! To see some of the best walk-offs, check out this clip from WBAL-TV.
