I Know What It Is - I Just Can't Say It
A new strategic leadership study from Louws Management Corporation reveals some unsettling news: While the majority of the 711 advertising and marketing professionals surveyed were aware of their brand's positioning, only 25% could articulate it to clients, customers or perspective clients. Among the findings:
- 80% of respondents said they are strongly aware of their company's brand positioning;
- 30% of senior management can't clearly articulate their company's brand positioning;
- 45% said their company has no formal strategic planning and development training for employees. Among those who do, 50% train once a year and 25% train occasionally or sporadically;
- 41.5% of respondents agree that strategic thinking is a lost art; and
- 89% feel that their agency provides proactive strategic brand and marketing leadership.
These dichotomous findings raise the question of PR practitioners' necessary role in ensuring that marketers are clear on a brand's message; after all, it may be a primary responsibility of marketing to put out the brand in the tangible form of advertisements, but it is PR's job to cultivate that brand - and its awareness - and to make it clear to all constituents, including those within the organization.
Agency Growth: Alive And Kicking
For the second consecutive year, more than four out of five public relations firms generated top line growth, according to a year-end survey of 62 Council of Public Relations Firms members. Other key findings include:
- Nearly 90% of firms are currently hiring;
- 61% of firms added staff in 2006;
- At the end of 2006, 87% of participating firms were projecting revenue growth of approximately 14% for the ending year;
- The strongest growth was found among smaller agencies (less than $4 million in revenue), where the average increase was 19.3%;
- 95% of firms are projecting revenue growth for 2007 at an average rate of more than 12%; and
- The top (client) industry sectors, by percentage growth over 2005, were technology, consumer products and services and healthcare, and professional services, which showed steady growth for the second consecutive year.
Consumer-Generated Media Is A Hit
Communicators are wise to incorporate consumer-generated media into the marketing mix, as a recent survey conducted by the American Marketing Associate and Opinion Research Corporation found that most adults prefer companies that market via consumer-generated media versus traditional, "professional" platforms. Among the findings:
- 68% feel it's more consumer-friendly;
- 56% feel it's more creative;
- 55% feel it's more innovative; and
- Only 10% feel it's less trustworthy.
Start Talking
Survey results posted by the Word of Mouth Marketing Association (WOMMA) reveal that while budgetary restrictions hinder marketers' efforts to foster loyalty, word-of-mouth is a good way to cope.
- 49% of senior level marketers polled say loyalty efforts are hindered by insufficient budgets;
- 34% cite spotty customer service;
- 28% point to lack of management support; and
- 28% cite an indifference to innovation.
Survey analysis suggests marketers and communicators consider promoting products through word-of-mouth techniques, including cause marketing.
Brand Loyalty
Harris Interactive and Witeck-Combs Communications released a study that highlights Americans' overwhelming tendency to consider brands based on their equal-workplace benefits and their support of nonprofit organizations. Among the findings are:
- 70% of heterosexuals and 88% of gay/lesbian adults polled were more likely to consider a brand that is known to provide equal workplace benefits for all employees; and
- 77% of gay/lesbian respondents are likely to consider brands that support nonprofits/causes that are important to them as gay/lesbian consumers.