How did you do in 2011?

Taking time to reflect and plan 2012 course corrections

By Tim Coco

What does the future hold? Turn around and see.

To think ahead, one must first look back.

The idea behind the founding of COCO+CO. 20 years ago was that all business communications—whether aimed at customers, prospects, employees, neighbors, etc.—should be centralized and carefully coordinated.

This meant advertising, public relations and other marketing efforts would all flow from a client’s goals and then be disseminated by the best available methods to reach target audiences. At the time, these methods included print and broadcast advertising, public and media relations, direct mail and outdoor. Since then, the World Wide Web, mobile and social media have been added to the mix. Tomorrow, there will be something else, but the COCO+CO. approach was designed to be flexible enough to adapt to change.

It is really rather simple. Rather than relying on particular tactics—placing an ad, putting up a Facebook post or what have you—COCO+CO. evaluates what clients are trying to achieve and then selects the most appropriate vehicles (print, online, broadcast, outdoor, etc.) and messages to reach them. Success comes, in part, from the resulting consistency and repetition.

In 2011 audiences flocked to smartphone and mobile devices. Just as it had done during the mid-1990s when the Web became a marketing force, COCO+CO. began developing for this medium. In addition, COCO+CO. strengthened its social media management team—helping clients safely use Facebook, Twitter, etc. while maintaining the “look and feel” of the business. Did your business similarly adapt to changing conditions?

Technology changes, but emotions don’t

Technology evolves in months and years, while human beings require millions of years to change. Happiness, fear, guilt, anger, frustration, insecurity, anger and other emotions exist today in much the same way they have for tens of thousands of years. Keeping this in mind, one realizes imagery and messages will not change even as distribution vehicles do.

In this regard, the current economic downturn has brought many more negative emotions to the surface. Customers are more protective of their budgets and employees fear job losses. For COCO+CO. in 2011, this meant crafting a new brand, Finiracle^SM, to respond to the unique needs of community banks and credit unions in a budget-friendly manner. These include SSAE 16-secure (formerly SAS 70) Web hosting, easy and fast portability for business continuity and disaster recovery, innovative and savvy marketing content and regulatory compliance. Did you shore up your operation by addressing customers’ emotional needs?

Finally, COCO+CO. had to relearn an old lesson—not to take circulation of information for granted. At the beginning of a new client relationship, COCO+CO. provides decision-makers with a comprehensive 22-page “Welcome Kit,” outlining terms, tips, best practices, company philosophy and more. However, over time, clients naturally forget some items or add staff that may be unfamiliar with the document. The Welcome Kit is now routinely redistributed to existing client contacts as well as new contacts as they become known. What steps did you take to avoid misunderstandings with your clients and customers?

To summarize:

• Adhere to your principles. Technological progress and economic conditions should have no impact on your bedrock principles.
• Adapt to change. If your clients and customers desire it, you must deliver it.
• Share your goals. It’s easier to achieve your goals if you share them with your team and customers.
• Remain diligent. Never stop reminding clients and customers what you do and why and how you do it. You are an expert in your field.

Take time now to reflect on the past and prepare for a successful future. Happy New Year!

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