South Florida Public Relations & Marketing Firm Campaign Reaches Area’s Jewish Donors

Always known for effective public relations and marketing, Boardroom Communications this month won a coveted Addy Award for a television commercial it created for the Jewish Federation of Broward County.

The Silver Addy, from the Advertising Federation of Greater Fort Lauderdale, was for Boardroom’s “Lend a Helping Hand” campaign. The TV spot depicts how the Jewish Federation helps and supports more than 30 Jewish agencies throughout Broward County. It then invites those who need help to call, as well as those who can help to give.

Dozens of faces of those in need were melded into a “mosaic” forming hands that ultimately transform to create a “Chai” – the Hebrew symbol for “Life.” (more…)

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By: Don Silver

So you have a good Web site. You use social media. You network offline, and tap Outlook to stay in touch with peers and referral sources. But could you be doing more to drive traffic to your site and generate even more leads? Some think “eCommerce” is for eBay sellers, Amazon and other online merchants. The truth is: Any service provider, attorney, accountant or real estate professional who uses the Web to generate leads, awareness, traffic – and sales, can maximize his or her Web presence to drive commerce. Some law or accounting firms are consumer focused. Some real estate brokers seek only commercial transactions. Web site and search engine optimization (SEO), search marketing and social networking all play a role in successful online practices, regardless of whether the professional is B2C or B2B. Success stems from maintaining your online presence, establishing your credibility, getting involved in online conversations, and tracking where all that is taking you.  The reality is that few law firms seriously consider the Web as a business and practice development tool.  This must change.  These 13 tips can help bolster your online presence and results.

1. You are a merchant. Think of yourself that way. e-Commerce might seem contrary to a professional like an attorney or accountant “sells” his or her services. But the basics remain the same: You must market yourself and your skills, generate exposure, awareness and traffic, and then close the deal.

2. Focus on driving traffic. If you rely on the Web for business leads, everything you do should help steer people to your site – and, more specifically, to your practice area anRequest for Information link on your site.

3. Listen to what clients are saying. You can learn a lot from a customer or prospect – where they network, who they know, the problems they’re facing, the help they need. Successful vendors and service providers learn to listen, anticipate problems, provide solutions.

4. Pool your data. Having listened to your clients, you no doubt have key data across you filing system. From email correspondence to your contact manager to conversation notes in a file, integrate this data into one source (like Notes in Outlook or an Excel spreadsheet) to know your customer better.

5. In the online world, email builds relationships. It’s as natural as breathing, and drives loyalty. Whether you create a formal electronic magazine (using services like iContact or ConstantContact), or just send emails to key names from your address book, email is a great first step.

6.Invite feedback. Outreach is a conversation. Whether via email, social media or other means, it’s a series of two-way streets that encourage dialogue. Engage your customers to better understand their needs – and let them know you’re listening.

7. Use search and paid search. SEO is vital. So, too, is paid search. Everyone competes for t come top natural search placement. Fewer compete for paid listings – the small ads tha up atop the search results. Since clients often start their hunt for a service provider with a search, paid search lets you pinpoint your target audience and pay to rise above the pack.

8.Partner with your P.R. or marketing firm. Work with your Web site’s developer to maximize your site’s – or your specific practice-area page’s – visibility. Often, lawyers or professionals within a big firm don’t have much say over the overall site’s content. But you should own your specialty area page.  8Know your keywords, get your webmaster to incorporate those words into tags, title tags, metatags and keyword implementation. Moreover, suggest (demand?) that your specialty area is placed as a button on the firm’s home page (or on the Practice Areas drop down menu) – so it’s easily navigated to by those who land there.

9. Get into social media. Twitter and a Facebook Fan page can be ways to feed news and opinion to followers and friends. LinkedIn’s connections and introduction capabilities are more compelling and powerful. Know the power of social media, whether your clients are using it, and how you can add to the conversation. The goal here is to stay on your clients’, contacts’ and referral sources’ radar screen, to keep them apprised of your new commentary and current events – and to create an ongoing conversation.

10. Communicate across channels. Outlook, Linked In, your Web site, Facebook, Twitter – reach out across all the channels where your clients to ensure your message gets delivered. Integrate this messaging with your media, community and industry relations. Why? Because social media and networking should be an extension of your traditional marketing.  It’s not one or the other; implementing the fundamentals of both will incrementally grow your online presence.

11. Request – and post – testimonials. Like a retailer’s restaurant reviews, people put faith in what others have to say. Opinions and positive reviews often can nudge people off the fence and help them make a decision.

12. Use analytics. Where’s your traffic coming from? What sites or engines are steering viewers your way? Get your webmaster to generate reports (using the Web site’s o analytics tool or a free service like Google Analytics) to determine which engines, words, terms, phrases or referring sites are most effective. Then pound away at those sources. This doesn’t stop with your Web site. Track the sources of calls, inbound emails and other inquiries. Use new, online relationships to bolster existing face-to-face relationships. Remember: Success online still is no substitute for marketing the old-fashioned way.

13. So the traffic’s arrived. Now what? Once visitors have arrived, seal the deal. Place calls to action on every page, including links, phone numbers, emails, short forms, and requests for information.

Professional services are not store-front or traditional ecommerce retailers. But some of the best practices of general commerce can boost traffic, awareness, and sales. Use the Web, social media, your contacts and networking to generate leads, maximize your Web presence, build your credibility, and close the deal.

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Our very own Julie Talenfeld, President and Founder, was featured in Las Olas Lifestyle.  She wrote a column on “Making Social Media Part of Your Marketing Plan.”  julies lifestyle advice

Julie comments on how a marketing plan traditionally includes public relations, advertising and networking.  “But if you’re not using social media, you may be invisible in the online universe,” she stated. 

She goes on to say how important it is for businesses and professionals to embrace social media, don’t be afraid to use your Facebook page to discuss both your family and your business!  Julie does a great job of stating how social media is now a part of every business and profession, and needs to be integrated into the marketing plan today.

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best places to work picBoardroom Communications was recently named one of South Florida Business Journal’s “Best Places to Work.”  Julie Talenfeld, founder and president, thinks that a best place to work is “one that makes employees happy to be there, and thus makes them very productive employees.”  We are honored and proud of this award and thank all of our employees for making Boardroom Communications a best place to work!

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Field of Flowers in JPEGDonn Flipse, owner of one of the nation’s largest and most distinctive chain of floral super stores located throughout South Florida, was featured in a story regarding Debt vs. Equity in Small Biz, a sister publication to Business Week.

Over the years, Donn Flipse has taken advantage of the power of the traditional public relations, converting on literally hundreds of newspaper, television and magazine interview opportunities.  In recent years, he has harnessed the power interactive marketing with an active blog and search marketing program, which includes social media, SEO and SEM campaigns.  He truly understands how to marry the best of traditional advertising and media relations and extending them across multiple Web 2.0 platforms.

Some stories spiral out of control, in a bad way (think Tiger Woods).  Here’s an example of an upward positive spiral.  The interview was great – the client was engaging, the reporter was intrigued and the Boardroom Communications publicist encouraged photos – you can’t beat the photo ops at Field of Flowers.  The reporter extended the interview and scheduled a photoshoot.

There’s an old saying in the media relations business:  If you’ve got good art, you are  more than 50% on  your way to obtaining a media placement.  The beautiful flowers and arresting showroom worked wonders.  But the story became focused not just on the business but on the family-entrepreneurial venture, so what evolved was a family photo – and Business Week took the adventure one step further – it paid for Donn’s daughter, Ellen, based in Boston, to fly down to South Florida for the shoot.

Several good photos didn’t suffice for merely the inside of the magazine – the wind-up was this: a family photo of Donn Flipse, his son and daughter – and a yellow rose – adorned the December 2009/ January 2010 issue of Small Biz.  The story of how Field of Flowers funded the purchase of a Miami florist was the story lead of the article titled “Equity vs. Debt:  How to finance your business when the banks still won’t play ball.” Writer Jill Hamburg and photographer Jordan Hollender did a great job telling the Field of Flowers story – with words and pictures.

One pitch – one agreeable client – one national cover story.  It can happen.

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networking photoOne of the keys to developing an attorney’s practice is getting involved in outside organizations where existing and potential contacts and client referral sources might be found.  These groups may fall into one of the  following categories:  industry, charitable or civic.

 Sometimes we join and become involved in an organization just to solidify a relationship with one important contact.  Other times, it is to hone in on a specific industry, high-end board of directors or a cause related to a specific practice area.  There is no question that getting out there provides the opportunity to garner precious face-time with potential clients and referral sources that you might not know otherwise.

When our law firm marketing consultants sit down with attorneys, they help them map out where most of their business comes from, which is a tremendous help in determining the right organization to join. Take a look at your last 10 new client matters and determine where the relationships originated. It’s likely there are common patterns.  If there is a specific organization that delivers new business, consider seeking a leadership position, joining a committee, sponsoring an event or placing an ad in the monthly eNews blast.

If most business comes from attorney referrals, then getting involved in organizations such as The Florida Bar Association or their local Bar might be the most logical use of time. CPAs?  Maybe getting involved in the local chapter of the AICPA might be best.

But what if the attorney is deriving new business through his or her social life or via their kids’ friends’ birthday parties or soccer games?  The simple answer is, leave them alone and let them do what they like and what is working for them.

However, if they are open to expanding their purview, many attorneys generate business through charitable and civic involvement. This way, they are all working toward a common goal with the new people they meet and will hopefully build lasting personal relationships through a common dedication, rather than an overt new business pitch.  There is no question, people do business with people they like and trust.

Whether industry, civic or charitable, joining an organization can be a significant practice developer. The key is to pick the right organization and become involved, join a committee, chair an event, serve on the board—remember, if you don’t work the organization, the organization won’t work for you.

There is no one right way to market an attorney.  The key for law firm marketers is helping your attorneys understand what works for them based on previous experience, comfort level and availability. Chances are, a focused approach that considers the probability of a buy-in will yield superior results.


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AFWC Evite Gala

Please join Boardroom Communications and friends for the upcoming Third Annual American Fine Wine Competition Gala Dinner, presented by Patriot Risk Management, Inc. will feature more than 450 wines from the competition and a five-course dinner prepared by some of South Florida’s most revered chefs: Johnny Vinczencz of Johnny V Restaurant, Cindy Hutson of Ortanique on the Mile, Michael Wagner of Lola’s on Harrison, Oliver Saucy of Café Maxx and Pastry Chef Joaquin Velasquez of Paradiso Restaurant.

The event will surely have good company, great food and drink!

There will be live entertainment by jazz singer Nicole Henry and famed performance artist Michael Israel, who will create original works of art for the live auction.  A portion of the proceeds will benefit the Quantum House, the American Red Cross and the Lincoln Culinary Institute Scholarship Program.  Tickets are $195 per person. 

To register please visit:

www.AmericanFineWineCompetition.com

or call Shari Gherman at (561)558-2345.

Saturday, March 13, 2010, 6:00 p.m.-11:00p.m.

Lincoln Culinary Institute (formerly the Florida Culinary Institute)

2410 Metrocentre Blvd.
West Palm Beach, FL 33407

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When we first heard that Tiger Woods was making a televised statement, we were not convinced that was the best strategy for winning back fans and supporters. The road back from infidelity, drug abuse, gambling or any other socially disapproved behavior is long and difficult. Kobe Bryant succeeded; Pete Rose did not.

After seeing Tiger on air Feb. 19, it seems he has taken a good first step toward mending relationships with those he disappointed the most.

As crisis communications consultants, we know the time and effort it takes to repair a damaged reputation. In a situation like this, we craft the strategy, write the plan and prepare the client to face the public. We also prepare the individual or company for the inevitable criticism and skepticism.

Tiger was on the right track when he took responsibility for his actions and apologized several times during his 14-minute talk in highly controlled conditions: three reporters, one camera, no questions. He provided answers to some of the things that the public was curious about. And he denied any spousal abuse by his wife Elin and said he was working to repair their relationship.

Today’s address was consistent with Tiger’s way of doing business. His apology came off heartfelt and genuine. He could have scored more points by seeming more spontaneous than rehearsed. But he and his handlers probably decided that ad-libbed remarks were too risky for a guy who has carefully crafted his image over the last decade.

Carefully chosen words are not enough to settle matters. The individual or company must demonstrate progress to overcome the negative publicity from doubters and cynics, the news media among them. Handicapping Tiger is the low esteem he has with the general public; in a Gallup taken in December 2009, Tiger’s unfavorable rating was 61 percent among women and 53 percent among men.

Can he change the views of both sexes? Some women who commented immediately after the statement said they believed he was sorry; others were much less sure.

To face the public in something other than a locked-down ballroom, Tiger must first make good on what promised at the press conference: he is a changed man. He needs to complete his private rehabilitation, repair his relationship with his family, and then get back on the golf course to show us why we had so much emotional capital invested in him in the first place.

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Under the “What was he thinking category..”

‘Ex-NFL Coach to Help Position $150M Male-Enhancement Brand as Mass-Market Product’

 

The above headline appeared in a recent article in Advertising Age, trumpeting football great Jimmy Johnson as the new pitchman for ExtenZe, a male enhancement supplement whose infomercials have been blanketing cable and satellite television for years.

Johnson is among the most famous football figures of the past 30 years. He was the first football head coach to win both a college championship (University of Miami in 1987) and a Super Bowl (Dallas Cowboys in 1992 and 1993). More recently, he has been a TV studio analyst for Fox Sports, appearing in its pre-game show on Sundays.

In his newest job with ExtenZe, Johnson told Ad Age’s Jack Neff,” “Most men want to perform the best they can in just about everything,”

In the TV ad, Johnson says, “Isn’t that why we buy the biggest and best of everything?” He signs off with the tagline: “Go long with ExtenZe. I do.”

The question is, why would a successful sports celeb like Jimmy Johnson choose a supplement that gives men hope of becoming better lovers/performers?  When I saw the TV ad for the first time this morning, I was more than surprised to see Johnson pitching for the product.

Tiger Woods took few risks when choosing which companies to associate with his reputation as a winner. This appears to be the opposite scenario for Johnson, in terms of the potential hit to his image and legal risks of pitching a product that the FDA has not evaluated for the claims made in ads.

Some might say Johnson isn’t much different from professional athletes who do ads for beers or pain remedies. As a public relations and reputation management consultant, I beg to differ. It must have been the money.

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Professional golfer  Tiger Woods will make his first public appearance since his sex scandal broke in December 2009. In the days after his now-famous car accident on Thanksgiving, no less than 15 women came forward to say they had had sexual relations with the married father of two. Woods made a few statements through his Web site and then disappeared from ad campaigns, TV and golf greens.

Todd Templin, executive vice president of South Florida public relations agency Boardroom Communications, told a radio audience on Feb. 18, 2010, that it’s time for Tiger to come clean: “Tiger needs to answer whatever questions he can, and those he can’t, he should say so. This will help put an end to things. If he doesn’t do this, he’ll be dogged on the course and off for the rest of the year.”

Tiger’s rapid fall from public idol to the most famous wife cheater in the world was hastened by his lack of communication. Rather than face the crisis head on, he hid, leaving media outlets to speculate on his morals and fans to question their faith.  This goes against the grain of what reputation management crisis communications consultants preach to their clients who get into hot water.

Other athletes and public figures can take away many lessons from how Tiger mishandled the global media coverage. We posted on Tiger and how we handle crisis communications in early December and later that month.

Templin was  interviewed Feb. 18 on the Tiger Woods situation on Miami radio station WQAM 560, just one day before Woods’ scheduled press conference. Radio show host Will Manso asked Templin what Tiger will likely say and what he should say.

“Tiger will do what everyone expects: apologize to his wife, fans and sponsors for his behavior,” Templin said. “He will say he’s only human and that he sought help for issues he might have. He will say he knows he let people down and he’s sorry for that.”

To try to end talk of the scandal, Tiger will say it’s time to  focus on the future, Templin told the radio audience. “He will talk about his golf schedule for the coming year, but he probably will not take any questions.”

“If this all he does and his wife does not appear at the press conference, people will see through Tiger,” Templin told listeners. “The way he’s handling it is typical of Tiger — a highly controlled format with no opportunities to question him.

“Frankly, I believe he needs to do a full press conference ala Alex Rodriguez. When the New York Yankee answered questions about steroid use, he had his teammates around him and he took questions from the media.”

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