Breaking Barriers to Get Your Message Online

YourHealthYourWagEx3Your organization’s website is likely its lobby to the world, with gateways to pages that convey its historical rise to its current value proposition. For brand consistency and streamlined access, the best practice is to have a single website but sometimes I don’t find this viable.

If you’ve  ever tried to “renovate” or add an item/page to your website for a valid purpose, only to be halted by a rigid platform, a tight budget, limited resources or a backlog of other priorities — you know what I mean.

Blogs are noted for their flexibility and capacity to go into overtime when a crisis occurs, while your website or traditional channels may be too slow or inaccessible. The same premise applies to using a blogging platform to create a “pop-up” micro site, for a short-term need or a “workaround” to the main website.

TrilliumHallEgWhen do you need a pop-up microsite?  What about when…

  1. You need to promote an event in a tight time frame (such as a first-time public information event targeted at local residents)
  2. You need to launch an unconventional application or brand extension for your product or service (such as a multimedia venue a hospital wants to market to “healthy” people)
  3. You anticipate multiple updates for a quick pace build or a tiered campaign roll-out (such as a conference assembled in an insane time frame with fluctuating abstracts and speakers joining at a staggered pace)

For mavericks who “dare to challenge” convention, a pop-up site can also serve as a workaround for the above or other scenarios when your main website is:

  • Governed by an umbrella organization and your initiative is sure to exceed the pages, resources or customizations allocated to your division, department or franchise.
  • Hopelessly hard-coded and long overdue an upgrade
  • Managed by limited resources, with many requests ahead in the queue.

SustainPlantExI’ve turned to WordPress to quickly and efficiently build a micro site as a central communications conduit for some of the above scenarios and more.   [Here are the steps I’ve followed to create a pop-up site in WordPress but you can likely do the same in other blogging platforms.] Be sure however to check WordPress.com policies before you start to ensure you conform and there’s no surprises.

Have you created a microsite to meet a short-term or other need? Have you had success in other platforms? What challenges did you face? When do you think a pop-up site can prove invaluable and when should it be avoided?

Should Curbing Violence Start with Words?

This summer, we’ve been horrified by tragic mass shootings in Wisconsin and Colorado.  Closer to home, several senseless gunfire incidents have jolted Toronto. We shake our heads, grieve for the victims and then move back to business.

The problem is business, particularly marketing, often means talking about the new killer app, killer collection or even killer strategies, which if executed well, will generate multiple hits and create die-hard fans. Sometimes we reduce the impact to just assault with a genteel alternative, such as “kick-ass,” as in kick-ass campaign but it’s still hostile. And as the scope widens, we talk about “ad wars” and “annihilating the competition.”  Similarly when a firm’s reputation is on the line, we set-up a “war room.”

I don’t think this practice is exclusive to English.  I once discovered “blood bath” and other violent terms peppered throughout business copy I was editing for an Asian client.  As blood bath didn’t suit North American business conventions, I substituted with more precise terms to describe the urgency and high stakes. (The client described my editing as “making it more polite.”)

Sure business is competitive and a successful approach stands out and is often extreme but must it be aligned with murder or violence?

More importantly: what’s the fallout of violent rhetoric?  In the wake of the 2011 Tuscan shootings, Rev. Barbara Kaufmann covered this practice in a Huffington Post article and how it is often subtly or subliminally used in marketing to prompt action or even aggression.  She also cited Deborah Schaffer, a Montana State University professor who has studied inflammatory and prejudicial speech since the nineties and states that “language can be used to stir up and manipulate emotions…sometimes for good, sometimes for evil.”

Am I reading more into the marketing language we frequently use with no ill intentions? Maybe. But in a world where we are starting to recognize how bullying scars a child for life (or worse) and unprovoked shootings appear to be rising, maybe it’s time we took violence out of the marketing vernacular.

An IABC colleague once pondered different ways say awesome. Maybe it’s time to take this further and seek alternatives to “the killer approach.” What about scratching the surface with….

  • the Ultimate, Ideal, Exemplary or Definitive or ….versus the killer app, collection or strategy?
  • Opportunities, References, Exposure points or …. versus earned media hits?
  • Extreme, Lifelong, Enduring, Resolute or …. versus die-hard fans?
  • Insight hub, Pulse Room, Information Centre or …. versus war room?

What alternatives can you suggest? Where else can we address violence in marketing lingo?