Mehvehzeh? Mdvdz? Medvedev!
By Kim | May 8, 2008
Anybody else spend the morning trying to pronouce the name of Russia’s new president? Ok, maybe just me. Even listening to it again and again in the radio news reports of his coming out party, I just couldn’t get (gyet?) the hang of it. Putin. No problem. Yeltsin. Fine. Medvedev?
Actually it looks better, easier in print. Reminds me of the legion of whimsical names cropping up for new Web 2.0 applications, like Zenbe (an email wrangler), Zenmanta (blog assistant), Zhura (screenwriting tool). These new catchy monikers can be hard to remember or roll off your tongue at first. But branding is a funny thing. The uniqueness can pay off, if the word/name is sticky enough. How long did it take you to use “google” as a verb?
The best thing Medvedev has going for his new “brand” of presidency is that this name is undeniably Russian. Broadcasters will rehearse the consonants and we’ll get used to hearing it after a while. The lesson for me (besides the one in not get tongue-tied at a dinner party) is working with what you have. If your company has a name or a service with a funny name or a cumbersome description, sometimes you just might need to repeat, repeat, repeat to let the message sink in with your target audience. Though if reports from Mutha Rusha are accurate, Medvedev has bigger troubles than having us get his name right.
Topics: Communicating | No Comments »
Independent Retailers Get High Marks
By Kim | April 30, 2008
As we begin our research for remodeling the kitchen, I picked up a copy of Consumer Reports Kitchen Planning and Buying Guide 2008. A section on best buys rated appliance retailers on price, selection, service, etc. Turns out that shoppers scored “independent stores” at 89% and 87% (for small and major appliances) bringing this category in at #2 in both types.
Family-owned and other local and regional companies really know what it takes to keep customers happy. With less spending power than their monstrous counterparts for marketing, businesses like Abt in the Chicago area go above and beyond run-of-the-mill sales operations and offer thoughtful selections and top-notch service.
So don’t worry if the bigger fish seem to be dwarfing your efforts to attract new customers or clients. Small, local and independent businesses still offer real value to the people who want and need their products and services. Folks will remember a good experience even when prices aren’t equal. So keep giving them what they want and minnows like us will keep coming out on (or very nearly close to the) top.
Topics: Running a Business | No Comments »
Farewell to the Best Dog
By Kim | April 30, 2008
Jim and I admit that the furry creatures who live with us have important positions here at Grotto with benefits paid out in premium chow, ample playtime and generous petting sessions. Our lovely dog Dennis went above and beyond the call of duty, often meeting with clients for business or socializing. He was that rare combination of sweetness and smarts. Never have I been so privileged to have a dog in my life that was so universally loved by nearly everyone who met him.
Sadly, Dennis passed on last week. He made it through major surgery last summer and his back healed pretty well. But turns out something else was lurking inside. The vets’ best guess was prostate cancer, but our pup was no longer a candidate for surgical shenanigans due to advancing age and the myopathy from the back troubles. After a couple of months in declining condition, it got quite a bit worse last week. He had a wonderful morning on Friday sitting under the gorgeous blooming magnolia tree in our courtyard and chasing his super-oh-my-gawd-favorite jollyball for a minute. Seemed best to go out on a sweet note.
We adopted Dennis in 2002 from Orphans of the Storm where he shockingly had been kenneled for nine months before he picked us when we came to visit. Hadn’t intended to come home with a 5-year-old dog, but we were rewarded a zillion fold for agreeing to be his companions. He brought us so much joy and leaves quite a big hole, especially on the red dot rug where he would sit by my desk.
Many many thanks to friends, colleagues, family and clients for your love and support.
Dennis, we miss you. Thank you for being a jollyball champion. Thanks for being a less-than-helpful tennis ball fetcher. Thanks for putting up with Pocky (kitten). Thanks for introducing us to so many of our neighbors. Thanks for implementing the No Crumbs Left Behind policy. Thanks for being the best dog ever.
Topics: Our Company, Uncategorized | No Comments »
Discover a Need. Meet it.
By Kim | April 23, 2008
Running a sustainable and successful organization means finding a way to do something unique and staying in touch with that spirit of innovation. Companies and not-for-profits alike have focussed much attention on their core mission statements, as well they should. But that mission should be regularly activated by what you truly do for your clients and constituents.
Here’s an example word and design geeks in particular will appreciate: Typography depends on a highly specific language to define the nuances of each letterform. To discern the pros and cons of how different fonts look and how the style contributes to comprehension (both in terms of readability and the emotions they might trigger), type pros have created a lexicon for each part of a letter. You may have heard of “serifs” and maybe even of “ascenders.” You may not have noticed that something was missing.
Now, welcome the “pylon.” Cutting-edge graphic design firm Fwis illustrates the missing element and riffs off their discovery with a free new font, to boot. What a way to make a contribution, demonstrate what you know and show off what you do.
What’s missing in your field or daily operation? Find new ways to define and redefine how you operate. Not only will you meet a need, you might get a whole lot of well-deserved attention for doing it.
Topics: Communicating, Marketing, Running a Business | No Comments »
Jim Marsh Appointed as Evanston Chamber President
By Kim | April 17, 2008
Jim will begin his year as President of the Evanston Chamber of Commerce Board of Directors at tonight’s 88th Annual Meeting and Gala. See his opening remarks at his new blog about the experience, Now Boarding.
Topics: Our Company | No Comments »
Grotto Communications Web Site Gets Some Polish
By Kim | April 17, 2008
At last. Been working on a pretty makeover over at the Grotto web site for some time now. Despite just being primarily a color and style (as in spiffy CSS style for nifty web presentation) updates, I’m always surprised at how tricky it is to find time to implement marketing tasks for one’s one business. Worth sticking it out and pushing through all the details. Hope you like it.
The site features examples of newer projects we’ve completed, plus we’ve cut back on some of the extraneous stuff. The more I learn about online marketing and search engine optimization (SEO), the more I see reminders to keep business materials focussed on your area of expertise. Specialize and prosper! (Or, something like that.) Certainly any readers and prospective clients or partners are more able to get a bead on your skills and expertise if you don’t baffle them with a heap of info. I think we’re now setting a better example. Though just can’t help keeping the listings and snapshots of other grottoes up for fun.
Topics: Marketing, Our Company | No Comments »
Using Stories to Improve Communication
By Kim | April 12, 2008
Storytelling isn’t just for arts and media types. Crafting a compelling beginning, middle and end in any type of communication gives people a clear path in to your message. From mini “elevator speeches” about your work to web site content, guiding listeners or readers with a clear set of directions will engage them and help them understand your point.
Learn from things you like. As a fan of writer/director/master storyteller Joss Whedon (Buffy the Vampire Slayer, Angel, Firefly), I often look closely at the act breaks of a given episode or film and how the tension is heightened by adding obstacles and increasing the conflict. The protaganist gets wind of a new or expanding crisis at the beginning, trouble grows with surprising twists or deeper character revelations, and every element — when it works well — aligns for the big finish. In other words: Bad monster appears, bad monster has mad skills in kicking your backside, allies/Scoobies get distracted until Buffy rallies and saves the world (again).
Unfortunately, I have to admit that I’m not at all a master of this technique. I’m learning that telling a story is crucial to engaging people (pals, fans, customers) online in particular and I’m taking on the challenge to craft content in this vein more often.
Want to take on the challenge, too? Take a look at The Basics of Storytelling and consider how you can apply them to your next writing task or discussion.
Topics: Communicating, Marketing | No Comments »
Who are They Talking To? An Ad Audience Guessing Game
By Kim | April 9, 2008
Highly targeted advertising must be working. I see more and more ads that make me go “hunh?” Now, you might assume that I’ve got a reasonably high level of media savvy. Quite right, given my profession and natural curiosity. Yet some of these pitches seem way out there even for my surrealistic tendencies.
There’s this TV ad for shoes that effectively shows some footwear while the wearers yak about what women first notice on a man. The message implies “shoes”. I typically don’t recommend gazing at a guy’s feet right off the bat. Look him in the eyes to see what he’s about, says I. Hear the whizzing sound as the message skeedaddles over my head. So “who are they talking to” exactly?
Clearly, it’s not a female 40-something marketing-type gal who likes movies, mochas and museums. But do young men really think about these things? Talk about these things? Buy these things? Are these ads really hitting the target?
As media planners and marketers grapple with new ways to connect with buyers in a “360-degree, cross-platform world”, the audience becomes more fragmented and specific. Rather than assume advertisers have lost their grip, I take the “hunh” and raise it to “hmmmm”. If we assume the ad is showing at this particular place and time for a reason, then imagine who on earth they could be talking to. Then, imagine how you might have to talk to that person, too.
Topics: Marketing | No Comments »
Evanston Health Center Helping Nomad Tibetan Girls
By Kim | April 8, 2008
Heartwood Foundation has expanded its community to nomad Tibetan girls seeking education and a better life. Inspired by the story of Heartwood meditation instructor, Asang, who escaped from Tibet, Heartwood is raising money to fund a boarding school for girls in the Nanchen region. Would you believe Nancy Floy (Heartwood’s executive director) called us to work on this project with her just days before the latest demonstrations broke out protesting China’s position on Tibet and treatment of its people? We don’t often get the opportunity to collaborate on such pertinent and crucial projects. For more information, read up at Heartwood Center’s web site. Send them money and add your voice to the worldwide petition urging China to exercise restraint and perhaps even compassion: go to Avaaz.org.
Topics: Grotto Clients | No Comments »
We’re Back
By Kim | April 7, 2008
After a hiatus for techno adjustments, the Grotto Blog returns with a new look and all those nifty log-like features to track it good and proper.
Topics: Our Company | No Comments »