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If you are finding it hard to keep up to the latest in marketing techniques, you are not alone.

Most marketers, let alone small business owners, are struggling to keep abreast of the new developments in technology, buzz words, Google algorithm changes, content trends and more. Why? Innovation has been put on steriods and every technology guru is hoping to become the next Mark Zuckerberg and bank a few billion or at the very least, get their faces on the cover of Forbes.

In the past week, we have been organising media interviews for a financial services firm. Our in-house PR expert is very talented and well-connected and has organised more than 13 interviews for an international money markets expert. The thing is, this was done, all without using their media kit. Why? Because it is a bit out of date and doesn’t represent the company and how forward-thinking the company is.

This got me thinking. What should go in a press kit (or media kit) in 2012?

Here are some things you should be considering;

  1. Company Profile: Make it one page long – no more. Include information on when your company started, what you do, how you do it, your customers, how many staff (if it is significant), what markets you operate in, any awards you have received etc.
  2. FACT Sheet: This is a one-page document with a list of quick facts about the business. Included would be when the company was founded, who is the founder, one line on what you do, awards, and geographic reach.
  3. Pictures: For magazines and newspapers, this is imperative. Make sure you have professional photographs that are not BORING. The more creative the photo, the more likely the editorial will use it in its next issue. Ensure you have 5 to 10 to choose from and don’t be afraid to organise a Photoshop specialist to make sure the pictures are as good as they can be.
  4. Profile: Ensure your media kit has a one-page profile of the key spokesperson from the company. Include their background, experience and education credentials.
  5. Social media: Provide links to all company social media platforms including Facebook, Twitter, LinkedIn, youtube etc.
  6. Media page on the website: Include previous media releases (press releases), a picture library with password access (ensures that you get the details of the journalist who is accessing it and will keep others out who may misuse your image), previous stories that have been published or links to media coverage on television, radio and online.
  7. Pinterest.com: Place images on Pinterest.com of your spokesperson and products. Make sure they are creative.
  8. YouTube: If you are super creative, do an introduction on your company, first person, on YouTube and send a link to journalists. This will set the tone for the interview that they may be considering and if you are a particularly good talent, may open some doors for you to gain even greater exposure.
  9. QR Code: Link your media kit to a QR Code and show you are 2012! Send in the mail on a card and see how many people download. You will be surprised!

Media kits should be sent as a link or attachment to media releases when you are first making contact electronically with a journalist. Alternatively, be creative and post it in the mail, but make sure it is not bland – and ready to be thrown into the bin. The more creative, the more likely journalists are of remembering you.

If you are tweeter, and you follow Marketing Eyeor Amanda Rose for that matter, you may have seen some dialogue about us joining force to write a blog about divorce.

Rather than put our stories together all at once, we have decided to put together a blog that will change over the next few hours. I will share my wisdom (or lack of) with you and Amanda, a well-known radio host, article writer, commentator and brand marketing consultant, will add her thoughts. BTW. Amanda and I have never met or worked together, other than communicating through a shared passion for social media.

“You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere”. Lee Iacocca

Many entrepreneurs are ‘ideas people’ or ‘thinkers’. They sit down for breakfast and think about what they can do to change the world, improve their companies and inspire their people. Great ideas are good, but are nothing without being ‘seen through’. There are many great entrepreneurs in history who had somewhat peculiar habits, but when it comes to strategy and the workings of how they made wealth and kept it, they each had something in common.

What keeps you awake at night?

Some say a sales manager never sleeps. Constant questions seem to plague their minds – will I make that budget? How will I close this sale? Have I got the right team for the right job?

What if there was a way to help answer these questions? Some miracle program whereby sales managers no longer have to stress about the duties and targets of their entire sales team, but just focus on their own task at hand. A program which can change those plaguing questions from “Will I make that budget?” to “we will make that budget”

I woke up this morning at 3.30am and could not stop thinking. My brain was on overload. All I could think about was business.

Expanding a business internationally is not exactly the easiest task to undertake. It requires a lot more work than you think and some serious planning.

When a person has a big business goal, it can be all-consuming. It’s a 24 hour, 7 day a week gig. And when you put that sort of effort into something, you are looking for one hell-of-a-return. I know I am!

Most entrepreneurs think about the end goal. What is it that they are trying to achieve. Then they work back from there. What steps need to be taken to achieve this goal.

To me, this is the norm, but what sets one successful person apart from the run-of-the-mill entrepreneur can often come down to a set of traits. So, what traits make a successful entrepreneur?

21 Traits of a Successful Entrepreneur

  1. Passion: Successful entrepreneurs are all passionate. They love what they do and everyone around them knows that. They have an inner glow when they talk about their business and they are not afraid to tell everyone and anyone just how bespoke their business really is.
  2. Goals: Having a goal is paramount, otherwise we walk around in circles or at a slow pace in a particular direction that has no signage or known destination. Successful entrepreneurs set goals that most people would never dare to set. They are usually quite ambitious goals that push the entrepreneur to lift to a whole new level.
  3. Money: Entrepreneurs know that money is king. Understanding your financial position and boundaries allows you as an entrepreneur to come up with creative solutions to ensure that your cash at banks helps you deliver on your goals.
  4. Customer-centric: If you don’t know your customer and are not ‘in love with your customer’ you are never going to be a successful entrepreneur. Successful entrepreneurs believe in the people that believe in them. They all know who their customer is, what they eat for dinner and how they like to make buying decisions. Importantly, they talk to their customers one-on-one.
  5. Image Conscious: It’s not what you wear, it’s how you wear it. Successful entrepreneurs understand what image they are projecting to the world and manage it accordingly. They comb their hair in a particular fashion, and wear their trousers neatly dry cleaned. They think about what they say and how they say it. They deliver on their brand promise through a tight control on their image and how that promotes their brand at every touch point.
  6. Self-investment: Successful entrepreneurs know that people need to evolve, grow and learn. Just by being yourself is not going to put you in the upper echelons of success. Investing in yourself and self-improvement whether it is to be a better leader, to have better intuition, improve public speaking capabilities or learn about other entrepreneurs and how they became successful – is all part of the parcel in becoming the most successful entrepreneur you can be.
  7. Wear less hats: Work on the business, not in the business. A lesson I learnt years ago through a speaker at an Entrepreneurs Organisation event. If you are the HR Manager, the Accountant, the Sales Person, the Innovator and the Marketer – you are not going to be able to give your business the focus it needs to reach the levels you want to take it. By wearing less hats and outsourcing areas of the business that specialists can do, you will be more productive and more focused on achieving the end result.
  8. Be open to possibility: In the 13 years that I have been an entrepreneur, I have come into contact with many globally successful entrepreneurs. A trait that they all have is the ability to be open to possibility and opportunity. To capitalise on a situation and make a decision there and then on their next steps. An ability to look past the obvious and see opportunities that perhaps others may not be able to see. Just by being open to possibility in every aspect of your life, and having the capability to change and adapt when needed – will put you leaps and bounds above other business people.
  9. Employees: They make or break you. If you don’t invest in your employees and make the hard decisions fast (like fire them when they are not working out), you will be left with a half-hearted business and some brand-killers on your payroll. Invest in your employees and take time out every single day to inspire them and encourage them to be better and to believe in your brand and your business goal.
  10. Self-discipline: I know that looking at Facebook can be entertaining, but if you are wasting hours a day on it, you have no self-discipline. Successful entrepreneurs have self-discipline on every aspect of their lives from what they eat, to how they spend their leisure time and with whom. They don’t waste time in the office procrastinating and instead utilise every minute of the day to achieve something. Rarely do you see a truly successful entrepreneur who doesn’t have self-discipline.
  11. Willingness to fail: Only recently did I realise that I was cautious on doing anything in business that could possibly fail. Only when I decided to take a risk and up-heave my entire life and business, (with a firm willingness to accept that failure is not a bad thing – but will only make me a stronger, more experienced entrepreneur) – did I really put myself on the path to reaching successful new heights in business.
  12. Strong work ethic: I work long hours and do you know what – that’s ok with me. No-one ever died having a strong work ethic but a lot of people have become very successful by having one. Things don’t happen by themselves. People don’t become successful without hard work.
  13. Strong leadership qualities: Leaders are born, not made. However, by getting a business coach, reading up on traits of successful leaders and speaking to others that you think are strong leaders, you will get handy hints on areas you can improve on. If you think about every single successful person in the world – you will see that they are strong, substantial leaders.
  14. Competitiveness: Successful entrepreneurs are competitive. They want to be the best and they don’t want anyone else to be better than them. Simple.
  15. Socially-aware: In 2012, even Obama is online. It’s important that as a business person you are across what is happening in the world, and how people are now interacting. Whether it is having a LinkedIn account, being on Twitter, writing a blog or Facebook – you need to be socially aware. Social networks is the door to the world.
  16. Sacrifice: Man, I have sacrificed a lot. I cannot begin to tell you how much I have sacrificed to be an entrepreneur in the position I am in today. Mainly for me, I have sacrificed my personal life and while I will not say that this is a good thing (it is not), I do know that all successful people have to make sacrifices along the way.
  17. Persistence: Never give up dreaming. Never give up – full stop.
  18. Sales Ability: Whether you are selling your product or service or perhaps yourself, you have to be able to sell. Hire a sales coach into your business to improve your sales capabilities.
  19. See the forest through the trees: Need I say more?
  20. Innovators: All successful entrepreneurs innovate. They come up with ideas. They challenge the status quo. They see things that others don’t and make change before others realise change needs to occur. They show the rest of their competitors how it is done.
  21. Stress: If you think you are going to be successful without having a little bit of stress – think again. You are dreaming! Successful entrepreneurs embrace it and learn to use it to their advantage. They also manage it and ensure that they put their health first.

Day 1: loads of emailing

If you are following my marketing blog, you would know that I have developed an information memorandum to expand Marketing Eye into the US market. It is incredibly exciting times for everyone at Marketing Eye and we are all ‘on the same page’ with pushing me out the door and into another country to set up shop. Fortunately, I am not taking this personally! But Julie Schoneveld does run a good show and she has everything running very efficiently and effectively. For the shortest month of the year, we have turned over more money than any other month since our inception and the profit has risen accordingly. Not bad going really!

My-spaceThe king of reinvention then subsequent flops, Myspace, has once again relaunched and its looking very promising. A mixture between an entertainment version of Pinterest with a splash of Twitter and Facebook, has seen the new promotion video linked to The New Myspace go viral.

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“Who am I to say I want you back? When you were never mine to give away.”

The lyrics that accompanies the promotional video reinforces the company’s positioning. Having sold for US$580 million to News Corporation in 2005, the 9 year old business (founded in 2003) has reinvented itself which what can only be described as a “beautiful” looking website. Aesthetically, it has WINNER all over it, but the proof will be in how they not only attract their followers but keep them.

Scoring Justin Timberlake, an early investor into the comeback is of course clever marketing because after all, he is the “comeback king” and is considered one of the coolest and sexiest people on the planet. If brand association is anything to go by, the public should be in for something very special.

What do you think?

For many small businesses, the not-so-new marketing technique of QR Codes is just another technology platform that may well be a craze.

Unfortunately, this would be wishful thinking.

QR Codes are here to stay and in 2012 small businesses will find everything from advertisements through to resumes featuring QR Codes alongside brand names sending consumers and customers to websites, video, advertisements, catalogues, contact information, product suggestions and so on.