Katrina Olson

Strategic Communications

  • Clients
  • Products
  • Free Tools
  • About
  • Contact
  • Home
  • Consulting
  • Training
  • Coaching
  • Writing
  • Research
  • Podcast

Market Boldly 014 – Digital Transformation with Michael Evanko of Fromm Electric Supply, Part 2

August 21, 2018 By Katrina Olson

Market Boldly
Market Boldly
Market Boldly 014 - Digital Transformation with Michael Evanko of Fromm Electric Supply, Part 2
00:00 / 58:15
RSS Feed
Share
Link
Embed

Download file | Play in new window | Duration: 58:15

Join me with guest Michael Evanko, VP of Reading, Pennsylvania-based Fromm Electric Supply in this second installment of this discussion about the digital transformation in electrical distribution. If you’re still figuring out how to get started, tune in to learn:

  • What to think about when adopting a new technology like CRM
  • Why marketing must take a strategic leadership role in the digital transformation
  • What to consider when deciding between outsourcing or adding marketing staff
  • How (or if) one person can manage a distributor’s entire marketing function
  • Why you can never stop learning

Michael discusses his experience and offers suggestions for those just beginning their digital journey. It’s not as difficult as you think if you have the right approach and the right people on your team.

Tagged With: AD, affiliated distributors, big data, channel marketing, content, content marketing, content writing, data-driven marketing, design, digital transformation, distribution, electrical, electrical distribution, electrical manufacturing, electrical marketing, electrical sales, electrical wholesaling, katrina olson, katrina olson strategic communications, lighting, manufacturing, Market Boldly, marketing, marketing automation, marketing communications, marketing planning, marketing trends, NAED, PR writing, public relations, social media, supply chain, trade advertising

Market Boldly 013 – Digital Transformation with Michael Evanko of Fromm Electric, Part 1

July 26, 2018 By Katrina Olson

Market Boldly
Market Boldly
Market Boldly 013 - Digital Transformation with Michael Evanko of Fromm Electric, Part 1
00:00 / 28:00
RSS Feed
Share
Link
Embed

Download file | Play in new window | Duration: 28:00 | Recorded on August 2, 2018

Join me with guest Michael Evanko, Vice President of Marketing for Fromm Electric Supply of Reading, Pennsylvania as we talk about Fromm’s digital transformation and how they’re navigating the challenges of technology. You’ll learn:

  • Why you need a technology roadmap (Hint: it will save you time and money!)
  • How to determine what you need in your marketing technology (martech) stack
  • Why implementing a CRM is not just about buying software
  • How technology makes customer information more easily accessible and readily available
  • Why it’s important to set goals before purchasing technology or software
  • How technology enables omnichannel marketing versus multichannel marketing

If you you’ve been struggling with how to get your company to embrace the digital age, this episode is for you. Watch for Part 2 for even more information to help your company begin its digital transformation.

Includes shout-outs to Rockwell Automation, WebPresented, Salesforce and Infor.

Tagged With: AD, advertising, affiliated distributors, April Braun, Best of the Best Marketing, big data, channel marketing, content, content marketing, content writing, CRM, data-driven marketing, digital transformation, distribution, distribution channel, electrical, electrical distribution, electrical manufacturing, electrical marketing, electrical sales, electrical wholesaling, katrina olson, katrina olson strategic communications, lighting, manufacturing, Market Boldly, marketing automation, marketing communications, marketing planning, marketing trends, NAED, Rockwell, tED Magazine, WebPresented, werner electric, WPCRM

More On Writing Well

July 13, 2015 By Katrina Olson

7-13-15 Cover Graphic

This article originally appeared July 13, 2015 as an Exclusive Feature on tedmag.com.

Last week we talked about how to be planful (I just looked this up; it’s a real word!), strategic and empathetic; how to incorporate you-view; and why storytelling is important in your writing. Following are a few more tips for improving your writing for marketing, public relations and internal communications.

Create a blueprint for success.
You wouldn’t build a house without a strong foundation and frame; and you shouldn’t write a press release, feature story, brochure or ad without a solid outline. It doesn’t need to be formal with Roman numerals, letters, etc., but take a few moments to think about the structure of your story. What is your theme? What are your key points? How will you intro and outro your content?

Go with the flow.
Good and effective writing flows smoothly, from thought to thought, paragraph to paragraph. Organize your points logically and think about how you can make connections between main points. Use transitional phrases or words such as “therefore,” “similarly,” “that’s why,” or “That’s important, but so is this” to segue to your next thought. Avoid weak and overused transitions like, “My next point” or “Moving on” and “Speaking of.”

Get personal.
Rarely do a group of people read a story, article or blog together. Usually, it’s one person, reading on their phone, tablet or computer. So write directly to them. I’m always a little offended when I get a letter from my child’s school that starts, “Dear parents.” I am only one parent. Or when I receive an email from my credit card company that starts, “Dear valued customers.” I am one customer. Write in a conversational tone without being overly intimate or informal. Use contractions. Use lots of verbs. Be friendly.

Accuracy is everything.
Be sure to fact-check, spell check, grammar check…because one small error, especially in a customer’s personal or business name, can completely blow your credibility. Even if you think you know how to spell a city name, last name, company name, or even a phrase, look it up. It takes only seconds and it may save you from personal embarrassment or the ire of an unhappy client or customer.

Sweat the small stuff.
Specifics are always more interesting than generalities. What if I told you I just bought a new car? Would you reply simply, “That’s great.” Or would you ask what make, model, color and year it was? Maybe how many of those all-important cup holders it has?

Now let’s apply this to your business. If you’re writing a press release, article or blog post about someone starting a new job or getting promoted, include details about their past employment, previous positions, years of experience, length with the company and notable accomplishments. This gives you an opportunity to showcase your staff’s expertise and leverage your release for more than just a simple announcement.

Does writing well really matter?
Short answer? Yes! According to a study by statisticbrain.com, the average human attention span in 2015 is 8.5 seconds. As far back as 2001, a study by website host and content delivery network Digital Island claimed we have only 4 seconds to grab a website visitor’s attention before they decide to leave or stay.

And that’s just to get their attention. The real challenge is keeping it. Would you believe that one-fifth of managers surveyed by temp agency Accountemps said they throw resumes away after spotting a single spelling, grammar or punctuation mistake? Another 28% said two typos would cost applicants an interview.

Longer Answer: writing well and writing right affects your:

  • Credibility. Errors may lead readers to question accuracy.
  • Perceived professionalism. Sloppy documents create a negative impression.
  • Level of Respect. It avoids criticism and frustration from documents with errors.
  • Clarity. Grammar and punctuation errors result in ambiguity and misunderstanding.
  • Relationships. Busy journalists especially will appreciate the convenience of well-written copy that needn’t be corrected.

Do I have a t-shirt that says, “I’m silently correcting your grammar”? Yes! Did I teach class dressed as Officer Ivana Spellright for Halloween last year? Of course I did. Am I a grammar nerd who is passionate about the English language? You bet. But so are a lot of your followers, readers and customers. And they will be offended by blatant errors.

But more importantly, they want to be rewarded for spending their precious 8.5 seconds reading your material. And they want a reason to keep reading. To increase your chances of holding their attention, tell your story well in language that is engaging, easy to understand and accurate.

—————————-

Olson is a veteran marketing and public relations consultant. She has written for tED magazine’s print edition since 2005, judged tED magazine’s Best of the Best Competition since 2006, and emceed the Best of the Best Awards ceremony for a total of seven years. Reach her at katrina@olsonmarketing.net.

Filed Under: Blog Posts Tagged With: content writing, copywriting, marketing, writing

Make Your Content Easy to Scan and Understand

April 27, 2015 By Katrina Olson

By Katrina Olson

This article originally appeared 4/27/15 as an Exclusive Feature on tedmag.com.

We’ve been exploring ways to get your target audiences to pay attention to your marketing content. You may recall points two and three from Marketing Momentum of April 13:

2. Make it easy to scan.
Use headlines, numbered lists, bullet points, subheads, spaces between lines—they help readers pick out what’s important.

3. Focus on one message per communication.
Don’t put too much information in one email, Facebook post, ad or video. Readers will get bored and just stop. Send targeted messages to targeted groups.

At first glance, these two concepts seem at odds with each other. But when you combine them, you create a powerful marketing message. And it’s easier than you think. Check out this TV commercial for the new Apple Watch.


The commercial highlights the watch’s clock, maps, internet, fitness tracking, charge cards, calendar, music, apps. alarms, texting and more. Anyone familiar with the iPhone (probably their target audience) will recognize the icons.

It’s “easy to scan” because it shows the watch’s capabilities and style choices instead of talking about them.

And even though the commercial features multiple images and glamour shots of the watch, the single, focused message is, “This watch looks sleek and contemporary, like your iPhone, and can do almost everything your iPhone can do.”

How do you know what your single, focused message should be?

First, determine what your audience most wants to know. Start by asking yourself (or your customers) these questions:

  • What does your company or product offer that’s unique, important and beneficial?
  • What will convince them to choose you over the competition?
  • How does your company, product or service help them work better, smarter, faster or cheaper?
  • What problem can you solve for them?

Home in on that unique selling proposition (USP) and use it to develop your key message. When planning your marketing strategy, sum up your key message in one sentence. Then build your plan and execution based on that key message.

Next, choose tactics—website, brochure, video, news release, feature story or social media campaign—that can best illustrate and communicate that single message. As you’re executing that plan and message, be consistent in your use of color, font, imagery (photos or illustration), layout and design, and even the wording (or “copy”).

By consistently communicating your message, you’re benefitting from the synergy of all pieces working together with a common look, feel, theme and message.

How do you make content that is “scannable”?

You’ll want to support your key message with subpoints or additional features and benefits. What proof can you give to back up our claim? How can you expand on or further explain your key message in a way that’s quick and easy to read? In print and online, we often use:

  • bullets (like this)
  • subheads (like the one preceding this section)
  • lines/spaces (like the space between these bullets)
  • other visual cues such as bolding, highlighting and italics (sparingly, so as not to become annoying)

By making your print ads, web content, blogs or direct mail pieces easy to scan, your audience gets the main points, even if they don’t read the entire message or even pay full attention.

NEXT WEEK: In next week’s Marketing Momentum, we’ll discuss how to be funny, engaging and relevant.

————————

Olson is a veteran marketing and public relations consultant. She has written for tED magazine’s print edition since 2005, judged tED magazine’s Best of the Best Competition since 2006, and emceed the Best of the Best Awards ceremony for a total of seven years. Reach her at katrina@katrinaolson.com.

Filed Under: Blog Posts Tagged With: content, content strategy, content writing, copywriting

Creating Content That Gets Attention

April 13, 2015 By Katrina Olson

By Katrina Olson

This article originally appeared 4/13/2015 as an Exclusive Feature on tedmag.com.

The term “content” is tossed around like it’s something new. Good marketers have been providing content for decades—in newsletters, workshops, seminars and (gasp) one-on-one, face-to-face interactions.

So what’s changed?

We are constantly bombarded with information from our mobile phones, iPads, laptops, television, radio and billboards. Our smartphone alone connects us to all social media platforms plus email, news apps, music, games, TV networks, Netflix, YouTube, weather reports, and shopping apps. What’s the result?

1. Our attention spans are shorter.
The average human attention span in 2013 was 8 seconds, down from 12 seconds in 2000 (According to the National Center for Biotechnology). By comparison, a goldfish’s attention span is 9 seconds. Wait, what?

2. We’re a nation of multitaskers.
Only 2% of us are actually good at multitasking, according to Psychology Today—but we all think we are.

3. We’re increasingly mobile.
In January, Americans used mobile devices more than they used PCs to access the Internet. For the first time ever, more than half (55%) of Internet traffic was smartphones and tablet apps. (According to research firm Enders Analysis and featured in CNN Money on 2/28.)

How do you adapt your content to fit these trends?

1. Tell your story…quickly.
Be concise and to-the-point. Concise doesn’t mean brief; it means not using more words than necessary.

2. Make it easy to scan.
Use headlines, numbered lists, bullet points, subheads, spaces between lines—they help readers pick out what’s important.

3. Focus on one message per communication. 
Don’t put too much information in one email, Facebook post, ad or video. Readers will get bored and just stop. Send targeted messages to targeted groups.

4. Be funny, engaging and relevant.  
You’re competing with Buzzfeed, Facebook, Twitter, Instagram, Pinterest, Tumblr and Vine—and that stuff is pretty entertaining.

5. Capitalize on opportunities in real time. 
When the lights went out at Super Bowl XLVII, Oreo almost instantly tweeted, “You can still dunk in the dark,” with a picture of an Oreo cookie highlighted against a dark background. It was retweeted 10,000 times in one hour. And it didn’t cost them a dime in media.

6. Use visuals.
A picture really is worth…well, you know. If you’re “of a certain age” and I say, “Because so much is riding on your tires,” you can’t help but picture a baby with a Michelin tire.

7. Communicate often.
You’re competing with my spouse texting me to pick up a birthday party gift and my boss emailing about that report. You’re likely to get lost in the shuffle if you don’t stay in touch.

8. Give them what they want.
I get Groupon email emails daily. But I don’t mind because: (1) I gave them permission and (2) the offers are targeted to my interests. What do your customers want?

9. Make it easy to respond. 
Want customers to call, give them your number. Visit? Provide a map. Order?  Provide a mobile ordering app. Even Papa John’s pizza has a mobile ordering app and they send you specials!

10. Make phone numbers clickable and trackable.
All they have to do is click to call. This article by LunaMetrics tells you how.

The rules of engagement haven’t changed. Marketers have been following these principles in print ads and billboards for years—now they’re just more important than ever.

In future Marketing Momentum columns, we will dig deeper into each of these 10 trends to give you a better idea of how they will improve your marketing efforts.

———————————-

Olson is a veteran marketing and public relations consultant. She has written for tED magazine’s print edition since 2005, judged tED magazine’s Best of the Best Competition since 2006, and emceed the Best of the Best Awards ceremony for a total of seven years. Reach her at katrina@katrinaolson.com.

Filed Under: Blog Posts Tagged With: content, content strategy, content writing

Explore

  • Home
  • Consulting
  • Training
  • Coaching
  • Writing
  • Research
  • Podcast

About

Katrina is a seasoned marketing consultant, trainer and coach; content strategist and writer; social/digital media enthusiast; and podcaster who is committed to helping nimble electrical distributors, electrical manufacturers, and other B2B companies achieve their sales, marketing, and business goals.

Contact

Katrina Olson Marketing + Training
1096 County Road 1800 East
Urbana, IL 61802  | 217-721-1679

PR-Daily Award
Hermes Award
Dotcomm Award
2018 AVA Digital Awards bug
Hermes Award Bug Gold 2018
2018_dotcomm_site bug_gold
2019 DotComm Gold Award Bug

© 2017 Katrina Olson. Powered by NeuConcept