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Six Things to Consider When Working with Bloggers

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La Voz Marketing recently attended the HPRA: PR + Bloggers event in Downtown Los Angeles. Three successful bloggers shared their experience working with PR professionals. Here are six key takeaways:

  • Do not ask bloggers to promote something that was not agreed upon
    Bloggers have worked hard to build their following. They won’t put anything out there that doesn’t resonate with them or their audience.
  • Avoid providing bloggers with scripted messages
    Bloggers have already developed their voice and personal brand. They know how to leverage their social media channels to get the results that you want.
  • Stop using the term “Mommy Bloggers”
    It was suggested that PR professionals stop using the term “mommy bloggers” because it annoys bloggers. Click here to see some of the reasons why they dislike it.
  • Mom bloggers aren’t the only ones with influence over children
    PR professionals put so much emphasis on working with mom bloggers, but they are missing out on other key influencers. There are various female bloggers, especially Latina bloggers, who have influences as a tía (aunt), a madrina (godmother), and a hermana mayor (older sister).
  • Latinos are outnumbering the general market
    The Latino market in Los Angeles is becoming the general market. Keep this in mind when you build your next communications campaign. You need to find the right blogger that can cross over naturally by speaking to an audience versus speaking at an audience. This rule applies to all cultures and backgrounds, but it’s emphasized because it usually doesn’t happen when marketing to the Latino audience.
  • If you invite a blogger to an event, be there
    One of the bloggers shared a horror story about a company treating her wrong during a live streaming attempt. The client/company did not understand the value of the blogger’s physical and online presence. As a result, the company lost business and respect from some of her 45.8K Twitter followers. Bloggers highly recommend a PR professional to be present at the event for additional support.

If you are handling your marketing efforts in-house, we hope you keep these points in mind!  For assistance with blogger outreach, feel free to contact La Voz Marketing.

 

LVM + BisNow OC Construction and Development Conference

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La Voz Marketing recently attended BisNow’s 3rd Annual OC Construction and Development Conference.  The event attracted industry leaders and newcomers alike, all ready to discuss what it takes to get a new project off the ground in the current market.  The panelists shared insights on unique strategies behind creative renovation and repositioning of existing assets.

Here are some of the key takeaways:

  • Creativity is being rewarded in the current market, whether for design or how a deal is structured. The best marketing for a project is the quality of its design and brand.
  • From a demand standpoint, there are large differences in the tenant/buyer mix between the current cycle and the last cycle. From 2004 to 2007 most of the industrial development projects in Orange County were smaller buildings driven primarily by SBA financing. During the recovery and expansion cycle, however, demand has been most prominent in larger buildings.
  • Developers have to pay close attention to their basis to generate their desired return. Ever-increasing land costs, higher fees and an increase in construction costs leave developers with no other option. Many new projects require substantially higher equity contributions for the investor/developer to get started during the last cycle.
  • Investment capital is coming from overseas and from other sources. Investors are competing with users for small or large vacant buildings. Chinese business owners and investors are buying most of the industrial buildings.

Just as creative design is being rewarded, creative branding for properties and developments helps drive demand as well.  La Voz Marketing specializes in creative branding and marketing for office, retail, commercial and industrial properties.  Contact us at info@lavozmarketing.com for more information on our real estate specific services.

The Dalai Lama Encourages the Use of Social Media to Spread Compassion

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La Voz Marketing recently attended the Global Compassion Summit at the University of California, Irvine in honor of His Holiness the Dalai Lama’s 80th birthday. The 3-day summit was a celebration of the Dalai Lama’s lifetime of devotion to spreading the message of the value of peace, kindness and universal compassion throughout the world.

Prior to the summit, the Dalai Lama made a comment about gifts on his birthday. He said the best gift of all was to live with compassion. For this reason, the Friends of the Dalai Lama, a nonprofit that advocates for global compassion and innovation, came up with a social media campaign to honor his birthday wish.  They asked everyone to post pictures and videos of people treating each other kindly or sharing kind words, accompanied by the hashtag #withcompassion.

People utilize social media for a variety of reasons, but can we do more? Regardless of religious beliefs, spreading compassion is in our human nature. At a very young age we shower our parents and family with love through small acts of kindness. As we mature we begin to see and act differently, but we are still able to show affection to one another.

Spreading compassion requires some effort, but there are many benefits in return. At La Voz Marketing, we are proud of our staff who give back to our community through participation in nonprofit organizations such as The Elite OC, the Pediatric Cancer Research Foundation, Make-A-Wish, Alzheimer’s Association, Habitat for Humanity, among others.  It is important to lend a helping hand and contribute to the greater good of our society. If you can’t find the time to get physically involved in your local community, spread compassion through your social media efforts!

When building a compassionate social media plan, there are a few questions you should consider at a deeper level:

  • Who is benefiting? Your organization or your audience?
  • How are they benefiting?
  • Is this a short-term benefit or a long-term benefit?

We hope you create a successful social media campaign #withcompassion to help make the world a better place. If you need guidance, don’t hesitate to contact us at info@lavozmarketing.com. We are happy to help!

Invest in Your Internal Brand

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Once you have budget to invest in your brand, you may be wondering if it is best spent on a local television commercial or an ad on YouTube. Instead, we encourage you to consider investing in your people!

Google, for example, has spent little on advertising and more on its employer brand. Its main focus is on getting and retaining the best employees, knowing customers will follow. Google invests in its people and its “People” team by paying some of the highest salaries, giving out the best perks and having the most stringent hiring process. As a result, its team morale improves, workers are engaged and there is less turnover. In addition, Google employees brag about the investment, which is organic marketing at its finest.

AETNA, the health insurance company, offers another great example of a company investing in its employees. On April 30th, AETNA announced a raise to its lowest-paid workers to $16 an hour.  Mark Bertolini, CEO of AETNA, believes the raise could pay for itself by causing workers to be more productive. Approximately 5,700 employees will be affected by this pay raise, including people who have made ends meet by seeking public assistance such as food stamps or Medicaid for their children. Although some people are skeptical about this tactic, Bertolini stays firm in his belief that it is the right thing to do and many people agree.

A few weeks before AETNA’s announcement, Gravity Payments’ CEO Dan Price also gave his employees a pay raise.  He cut about 90% from his salary, nearly $1 million, and gave it to his employees. Not only is he getting widespread media attention for the pay raise and his sacrifice, but he is developing a stronger company culture.

LVM hopes that you find these stories inspiring! Investing in your internal brand is a new way to think about branding and a great way to improve the lives of your employees. For more information about branding, contact us at info@lavozmarketing.com.

Improve Your Website Homepage

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Potential clients will make a judgment about your service or product without really knowing what it’s all about. Why? Your homepage may prevent them from navigating their way to learn more about your offering.

A study conducted by Google found that a user could form judgments of attractiveness or trust within 1/50th of a second based on context or visual complexity on a website. As Hubspot mentioned, “Homepages are the online version of a handshake at a networking event”.  So, you need to make a good first impression!

Here are a few guidelines to keep in mind when developing your homepage:

Make it Simple

According to Harvard Business Review, a study revealed that over 7,000 consumers make their decisions to buy a product, revisit a website and recommend it to others based on their experience navigating through the site.

Tips:

  • Remove extraneous elements
  • Create more white space
  • Move content below the fold
  • Look at other websites and use a familiar layout

Make it Usable

We are sure you have heard the saying “less is more”. Right? To make a homepage usable and effective, it has to be easy to use.

Tips:

  • Identify your goal for website browsers and make that the central goal of your homepage.
  • Step into users’ shoes. What are they looking for? What are they trying to accomplish? Why are they there in the first place?
  • Reduce options on header menus, calls to action, social icons and other clickable elements. By doing so, you will remove distraction. Too many options can be distracting for users.

Create a call to action

As mentioned previously, your homepage must align with your overall goal for users.  Don’t forget to make that call to action!

Tips:

  • Use a prominent headline that calls for action
  • Clearly make a unique selling proposition on your homepage
  • If relevant, feature a large call-to-action button above the fold

La Voz Marketing can help you develop an effective, responsive-design website that achieves your desired goal. For more information, contact us at info@lavozmarketing.com.

Dove’s Campaign is Really Making a Difference

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Dove wanted to rebrand itself by doing something out of the ordinary. Many advertisements for beauty products target women and the media has a certain way they portray ‘beautiful women‘. After discovering, through a survey, that only two percent of women across different countries consider themselves beautiful, Dove launched its “Campaign for Real Beauty” in 2004.

According to Dove, the campaign was created to provoke discussion and encourage debate. In 2010, the brand evolved its campaign vision to provide women with opportunities to mentor the next generation and celebrate real beauty. Since Dove launched this ongoing campaign, they have increased sales and succeeded in increasing women’s confidence. Dove’s latest film, for example, encourages girls to love their curls as only 4 out of 10 curly-haired girls love their hair.

After seeing the results of their initial survey, Dove was not only focused on rebranding itself but wanted to make a difference in the way women viewed themselves. Their latest video is a testament to their success.

LVM provides branding solutions that will help you make a difference. To learn more about branding, please read our recent blog Branding Your Startup or contact us at info@lavozmarketing.com.