IABC First Coast – Jacksonville, Florida Communications Professionals

"How Mobile Works: Mobile Campaigns, Websites and Applications"

David Nies and Jennifer McCoy of Ballyhoo Marketing presented a special workshop on Mobile Marketing.  We took a few moments to chat with David on this new trend in marketing.

IABC-FC: Ballyhoo Mobile Marketing. How did you guys come up with "ballyhoo" as your business name? DN: All the credit here goes to Jennifer. I wanted a name that was an intangible like Yahoo or Google. Jennifer got to work on finding something that fit our corporate culture and decided on Ballyhoo since it is a traditional word meaning "a clamorous and vigorous attempt to win customers or advance any cause."

IABC-FC: Very interesting!

DN:  The name accurately fits us. We are one of the very few mobile companies in the US who do not retail package online but rather meet with businesses to help develop and implement full, strategic mobile marketing strategies. 

IABC-FC: Using mobile to market, or communicate, is such a hot topic in marketing right now. What is the #1 question you are asked by prospective clients? 

DN: The number one question we are asked is "How many people are on your list?" A new mobile campaign begins with a zero list. As a campaign runs, the list builds which makes mobile marketing different from direct mail. When done properly, a marketer may include a message such as "For more information on widgets, text WIDGET to 72239 now" in a traditional marketing outlet (radio, television, print, etc). The potential customers who respond to the campaign are hugely qualified. Many of our customers see response rates to offers in the 20% range. 

IABC-FC: Your website has a nicely termed section titled "Wisely Asked Questions" ~ just wanted to point that out! So, is mobile for every business?  If not, how do you help the business owner determine whether mobile is good for them?

DN: Thanks! The term "Frequently Asked Questions" makes the assumption you want to know what others want to know. With mobile, marketers often want answers to questions they don't even know to ask yet so we help them out in our WAQ section.

Is mobile for every business? Of course almost nothing is absolutely good for everyone. Fortunately, mobile is very broad in its reach and application. Mobile works as well for sales and coupons as it does for alerts and information, so it useful for industries from restaurants to medical care to clubs and organizations. When we meet with a marketer or business owner, we look at their current marketing mediums  and any offers or call-to-actions offered. After reviewing these two major components we almost instantly know whether mobile is a fit or not. If it is, then we help them develop a strategy to implement mobile, quantify the results, and generate revenue.

IABC-FC: Any predictions for mobile marketing in the next 2 years?

DN: From Nielsen to Borrell Associates to CNNMoney, everyone projects the money being spent in mobile marketing to continue its hockey stick-like growth curve. Mobile apps create a lot of buzz but are tricky financial investments for companies since it is very difficult to quantify revenue generated. Mobile banner ads and mobile SEO will be an area of significant spending.

Basic text messaging (SMS: short messaging service) is functional on roughly 98% of all cell phones. SMS gives everyone a way to communicate with your business and helps to increase customer loyalty.

The mobile web is currently being used by almost half the number of people using the fixed internet (computer based internet). We are currently spending a lot of time getting many of our clients fluid on the mobile web with an integrated SMS program and I think this will continue for the next two years. 

IABC-FC: David, thank you for taking time away to speak with us about this growing trend. I know we went over our allotted time during this interview. We are excited to be working with you!

DN: Thank you!  And no problem...it was our pleasure!

"Toss Away that Grammar Book...Writing for the Web"

Carl Smith, Founder and head of Search & Rescue for The nGen Works Company, was guest speaker for our February meeting.  His presentation on writing on the web kept the audience engaged.  Following the meeting we sat down with Carl to dig deeper into this hot topic.

IABC-FC: Writing on the web...or "un-complicated" writing can be a challenge for some communications professionals.  What's one piece of advice you can give to help overcome this challenge?

CS: My biggest piece of advice is to speak to the audience. Writing on the web should be just like having a conversation with a friend, or someone interested in what you have to offer. Forget about the keyboard and focus on the audience.
 
IABC-FC: How does content factor into usability, and can you define briefly what web usability means?

CS: Content is the path to the goal for many people on the web, particularly on your website – it gets them to what they are looking for.  Content should be presented in the way the visitor is going to use it.  It should be scan-able and relevant.
 
Web usability means making things familiar for people so they can be comfortable and know what to do while on your website.  Usability makes or breaks the experience for a visitor to your website.
 
IABC-FC: February is Worldwide Membership month at IABC.  What do you feel is the value of being engaged in professional organizations?
 
CS: The value of any professional organization is the conversation between like-minded and non like-minded individuals.  How the organization can engage everyone, and the good discussions that can happen between them…the food also helps!

IABC-FC: Again, we are delighted you participated in our monthly membership luncheon. What is the top takeaway you hope attendees left with? 

CS: I would hope that the top take away was that attendees learned that writing on the web is about “talking” to people and not an empty room.
 
One last thought to ponder…

CS: When you are writing you need to keep your words (content) at a low grade level, not because people are “dumb”, but because it makes it easier for people to read, consume, and understand the message you are delivering.

IABC-FC: Thanks Carl for your engaging presentation and truth about writing on the web!

CS: Thank you!  I enjoyed the group...and lunch!

This month, the International Association of Business Communicators is promoting membership with reduced incentives to join for both new and lapsed members. 

For 40 years, IABC has brought communication professionals together to learn from one another, promote credibility for the profession and build enduring friendships. By joining IABC, you become part of a worldwide community dedicated to helping each other improve skills, share best practices, advance in your career—and have a lot of fun doing it. You’ll enjoy trading opinions, brainstorming new ideas, and making connections in our lively network. And you’ll become more valuable and relevant to your organization as you access the collective knowledge and experience of your fellow members.

We decided to ask Susan McDowell, Vice President of Membership for our chapter, for her thoughts on membership with IABC.

1. What do you feel is one of the major benefits of becoming connected with an organization like IABC?

Joining IABC immediately provides an excellent local network of communicators across Jacksonville.  Whatever new project you are about to tackle or industry that you work in, you’ll find members who are glad to share their knowledge and “war stories” with you.

2. If I am not a "professional communicator" but interested in the field, would I benefit from joining the local chapter?

Funny you should ask, because internal communications is actually a small part of my own job.  I’ve found that the communication techniques and concepts that IABC has introduced to me are fundamental to any career.  Furthermore, our chapter is an amazing group of professionals, and my leadership skills have really grown through working on committees and the executive board.

3. What 3 words would you use to describe IABC First Coast?

Welcoming, experienced, and growing.

4. How would would one join IABC First Coast?

Come to any of our events and meet us!  Then simply fill out the online form at www.iabc.com/join, being sure to specify the “First Coast” chapter.  During February, the $30 internet registration fee is waived.  You can charge the $272 annual dues to your credit card, and you can pay over 4 consecutive months.  Contact our Recruitment Manager, Kristen Potter, with any questions about our chapter.

Jan Korb was the guest speaker for our first chapter meeting of the year. The professional development monthly meeting was held Wednesday January 13, 2010 and covered creating a marketing plan for success. Prior to her presentation, we sat down and asked Jan a few questions:

IABC-FC: What is the most exciting aspect of your career in communications?

JK: Without a doubt, keeping up with technology is the most exciting (if not a little daunting) part of this field, for me. I have been in this industry for 20 years, and I've never seen it move so fast! New tools are invented every day. I wonder if other industries are like that too?

IABC-FC: How would you recommend communications professionals keep their skills sharp?

JK: Continuing education is imperative. While the process of developing communication plans remains the same, the tactics available to implement a plan are changing rapidly. It's one thing to hear a presentation or read a blog about new tools, but there is no substitute to actually using/testing them yourself. I think it's imperative for us, as communicators, to test as many as we can so we know what is hype and what is actually valuable.

IABC-FC: What is the top takeaway you hope attendees leave with?

My presentation is all about process. IABC members are very savvy, but I hope that by sharing my own process for strategic planning that maybe attendees will find at least a little piece that they aren't currently using, but that can assist them in the future. I think a solid process is especially useful for working with internal or external clients that "don't get" marketing.

IABC-FC: Thanks Jan for taking time with us here on our blog, and during your presentation!

JK: Thank you!

Welcome to our chapter blog.  What are we going to do here? Current IABC First Coast chapter members are invited to comment, ask questions and share resources.