The News Chair
  1. Don’t Let The Workplace Work You Over

    November 4, 2014 by Tiffany Whisner

    Brian_kidsThe holidays seem to be coming earlier each year. I’m pretty sure I saw a Christmas ad on TV BEFORE Halloween. And on Halloween — (gasp!) — we got some snow. In addition to the craziness of the holidays for your personal life, there also seems to be a mad dash to complete work projects and get numerous tasks crossed off your professional to-do list before the end of the year.

    But here are some tips, courtesy of Jaimee Ratliff on, for habits you should cut out of your daily work schedule:

    1. Not taking your lunch break
    On days you don’t have tight deadlines, take a break to replenish your body and mind. The company’s stock won’t plummet if you take 30 minutes to eat your sandwich. Eat your lunch; enjoy every bite.
    2. Answering emails after hours
    Your personal time is just that — personal. Work/life balance is a must. There are times when you’ll be on call for a project that’s extended itself beyond normal working hours. Other than those times, set aside your work phone, and make a point not to look at it until the next business day.
    3. Not using your paid time off
    One of the best parts of the benefits package is the vacation time, but what’s fun about it if you never use what you’ve earned? You can and should use your vacation time. All of it.
    4. Over-explaining yourself
    Sometimes we over-explain our situation to our employers to prove why we need the time off. A 12-minute synopsis is unnecessary. Things that happen in your personal life are your business.
    5. Not speaking up in meetings
    Never underestimate the importance of what you have to contribute. More often than not, someone else will contribute the exact thing you were terrified to offer, and everyone will end up loving the idea. Don’t let this happen; own your ideas, and speak confidently about them.
    Frustrated_LARGE6. Taking on more work than you can handle
    You’re only one person. You can’t do all the work by yourself. You shouldn’t have to, either. It’s OK to let your manager know when you’ve reached your capacity on the tasks you’ve been assigned. Speaking up, expressing concern about your workload, and prioritizing your tasks will make you look responsible rather than incompetent.

    Need help with your to-do list? Let the Coles Marketing team help!


  2. Blending Viral Video into Your Marketing Outreach

    July 16, 2014 by Christopher Lloyd


    It seems like every other day some video surfaces as the new viral hit, racking up millions of views in a short span of time. Often it’s serendipitous footage someone has managed to capture, such as a cute puppy breaking up a fight between two other dogs, or the world’s worst parking attempt.

    Christopher Lloyd

    Christopher Lloyd


    More and more, however, viral videos are not just camcorder highlights but the carefully-thought-out efforts of a company marketing their products or services. Think of the ad craze for “The Big Game,” in which the sharing of and commenting on the commercials has become a cultural event unto itself.


    Viral ≠ Expensive

    But it’s not only video produced for broadcast on network television. Some of the most impactful ads are ones that were never even aired. Indeed, brands will produce something they know will never make it past network censors, such as this clever one starring Anna Kendrick for Newcastle Brown Ale. The entire piece is her lamenting that their commercial never got made.


    Many videos are made for a fraction of the cost of a TV spot, and they are never intended to play anywhere except for YouTube, social media and the company’s website.


    Some of these are one-offs that become a viral hit and then go away. But really smart brands are using humorous multimedia as a central plank of their outreach strategy, producing entire campaigns of videos.


    Blended efforts produce results

    One of my favorites is the “Will It Blend?” series from Blendtec, a company that manufactures high-end blenders.


    Founder Tom Dickson wanted a way to demonstrate exactly how powerful their blenders are, and he began making videos of himself stuffing all sorts of crazy objects into their blenders and chewing them up — credit cards, a whole chicken and children’s action figures among them.


    Dickson soon began fielding requests from people who wanted to suggest other things to be pulverized in a Blendtec blender. Thus, the name of the viral video campaign was born. The campaign really took off when Dickson put a first-generation iPhone into the blender and turned it into dust.


    “Will It Blend?” is awesome because it memorably shows off the features of the product they’re selling while being hysterically funny. (Dickson’s dry “science guy” wit is a big bonus.) To date, the viral series has seen dozens of episodes with more than 300 million views on YouTube — and boosting Blendtec’s sales tremendously.


    Challenges with online video

    Of course, there are dangers in this sort of “rogue” marketing. Humor is challenging, because not everybody is funny, and not everyone will react the same way to the humor. One person’s killer joke is horribly offensive to someone else.


    You also have to consider who your base of customers is and if you can reach them through YouTube and social media.


    The best online videos are short — preferably 90 seconds or less, according to Shawn Sorrells. He should know: in addition to being Coles Marketing’s in-house videographer/photographer, he was also a TV news videographer and editor for many years.


    “Nothing has the emotional impact of video,” Sorrells said. “If you can hit an emotional chord with someone, you’re well on your way to converting them into a customer.”


    Looking to convert potential customers or clients with videography services and an integrated marketing campaign? Contact us about our Creative Shop Services today!


  3. Have You Newsjacked Lately?

    by Tiffany Whisner


    When was the last time you flipped through a newspaper, turned on TV news or scrolled through Twitter and found breaking news? It’s happening every day — a crime, an accident, severe weather, a political battle.


    Tiffany Whisner

    Tiffany Whisner

    But how can you turn breaking news into a marketing opportunity for your organization? It’s called newsjacking.


    Ride the popularity news wave

    HubSpot’s Corey Eridon said, “Newsjacking refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success.”


    Newsjacking was made popular by David Meerman Scott with his book, “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” He offers tips on how to take advantage of breaking news and use it to generate media attention for your business.


    But you have to take action at the right time. There’s a point in the life of the news story between the news breaking and the scramble of journalists for additional information. This is the time to newsjack.


    In most cases, breaking news becomes old news pretty quick, and the interest in that story dies down. To take advantage of newsjacking, don’t get wrapped up in the details of the marketing campaign or ruminate on the exact angle of a blog post. Just go for it.


    Not-so-new concept breaks ground

    Newsjacking isn’t a completely cutting-edge concept. Public relations professionals have been using it for years. However, it’s getting more attention as brand and content marketing is advancing to the forefront of the industry.


    Why should you newsjack? Mark Sherbin of the Content Marketing Institute said benefits include:

    • Boosting SEO
    • Drawing in readers with ultra-timely commentary
    • Sharing a new angle for branded content ideas
    • Leading your market in thought leadership


    Newsjacking also “improves your brand’s reputation and drives highly-targeted traffic that can turn into leads and even sales,” Eridon said. But it’s a very delicate practice as well.


    Countless brands that tried to make the best of Hurricane Sandy is one prime example, as are Kenneth Cole’s infamous Egyptian revolution and Syrian conflict tweets, which exploited a massive social movement and a source of considerable human suffering as opportunities to push products,” said Content Marketing Institute’s Britt Klontz in her article.


    It’s a fine line between brilliance and breakdown.


    Get newsjacking right

    The key to newsjacking is thinking and acting fast. HubSpot’s Eridon shared some steps to move through the process:

    1. Set up alerts. Constantly monitor the news. Set up alerts for both natural and out-of-the-box opportunities.
    2. Check keyword search volume. Once you find a story to newsjack, create content around it. Also, research the search volume around variations of the keyword phrase you’d like to target.
    3. Read about your topic. Find the primary source of the news story and what others have written. It allows you to maintain originality and credibility.
    4. Write quickly but accurately. Get to writing, and do it fast! You want to be the first to respond to the news story … but make sure your content is accurate.
    5. Differentiate yourself. Ask yourself — what makes this story interesting to my audience? Give a reason for people to reference your content above the rest!


    And Ragan’s Elizabeth Breese offered some additional technical tips about taking newsjacking success to the next level:

    1. Maintain targeted media lists. Build a dedicated list of journalists who will welcome your organization’s angle on a breaking news story.
    2. Pitch, don’t spam. Don’t spam every journalist covering the breaking news story. Reach out with a personalized message.
    3. Offer substance. Let media contacts know what additional information your business or client can provide.
    4. Don’t forget to share. When the story has been published or aired, treat it like your own. Share and promote it over your company’s social channels.


    Newsjacking can be risky, but when done right, it can be very rewarding for your business.


© 2014 Coles Marketing. All Rights Reserved.
3950 Priority Way South Drive, Suite 106
Indianapolis, IN 46240 • (317) 571-0051