Category Archives: Featured Services

Reputation Management – The New Frontier

Many marketing executives fail to understand how poor reputation management can damage their company’s outcomes.

Fresh Objectives has been involved in marketing online and offline for many years and have witnessed the impact a negative reputation can have on potential outcomes.

Big and small companies are equally as vulnerable.

We live in an unforgiving consumer environment.

In recent times we have seen severe consumer backlashes over issues that are deemed unworkable, time wasting or ethically questionable.

Companies and individuals should never underestimate the cost of a poor reputation.

One of the problems is that you can never know how much bad reputation is truly costing, at all levels.

Today’s ability for a customer to register instant disapproval via Social Media means that more than ever, the pressure is on a company to hold a clear, efficient and ethical view in the design and delivery of products and services.

Most companies don’t think about the potential losses in sales, press coverage, hiring ability, and more until long after the damage to the brand has happened.

It doesn’t even have to be a major news publication that posts a negative story about a company.

Blogs, tweets and other social media can do great damage.

The first step is to do everything you can to prevent a problem from becoming a reputational crisis.

Can developing an in-house department to handle reputation management issues work?

We would definitely recommend close guidance but it is possible to do some of the top-level work within a company.

Some of these tasks would include:

  • public relations campaigns
  • social media updates
  • content development
  • development of company-related websites like blogs and support forums

But beyond these, most companies don’t have the resources or experience that comes from working on multiple  campaigns.

What can we do with reputation management for your business? Email Us Here

Reputation Management – What Is It

Definition: Reputation management is the influencing and/or control of an individual’s or business’s reputation.

Originally a public relations term, the advancement of internet and social media use, along with reputation management companies, have made it primarily an issue of search results.

There are also ethical forms of reputation management, which are frequently used, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence product development.[1][2]

Online Reputation Management is Also Known as ORM.

Ethics

The practice of reputation management raises many ethical considerations.[19] There is no agreement within the industry on where to draw the line on issues of disclosure, astroturfing, and censorship.

Firms have been known to hire staff to pose as bloggers on third party sites without disclosing they were paid, and some have been criticized for asking websites to remove negative posts.[5][17] In some instances, the act of unethical reputation management can itself be risky to the reputation of the firm, if their tactics to hide negative information are exposed.

Some firms practice ethical forms of reputation management. The Online Reputation Management Association tries to promote ethical best practices through a certification program.[5] Google considers there to be nothing inherently wrong with reputation management as the industry was formed in 2007.[18]

Google even introduced a toolset in 2011 for users to monitor their online identity and request removal of unwanted content.[24] Many firms are selective about clients they accept. For example, they may avoid individuals that committed violent crimes that are looking to push information about their crimes lower on search results.[19]

As the industry has developed, general practices have become more standardized and the ethics of them have become more defined, although not always explicitly. The use of automation by some of the major review sites like Yelp has seen court cases dismissed,[25] which may imply the use of algorithms to manage reviews is here to stay.

In a different case, the automotive review site Edmunds.com sued a reputation management firm for posting fake reviews.[26] Lawsuits like these may be an indicator that the review sites and other industry leaders are attempting to bring more transparency to online reviews while limiting manipulation by firms that are paid by businesses or consumers to artificially boost ratings or suppress negative reviews.

We are experts in Customer Satisfaction and highly ethical Reputation Management. To speak with a trusted advisor Contact Us Here.

Why Build your Brand


A brand is simply an emotional attachment.  It is the sum parts of all the things you do in your business to attract customers and build a long-term relationship with them.

And here’s the kicker.  In the world of branding … 1 + 1 = 3.

What I mean by that is that any one marketing activity in isolation, whilst good and very much contributing to your overall brand, is much greater than the sum of its parts when combined with everything else you do. For example, having a memorable logo is mandatory, but having a memorable logo that then translates across on to your website, stationery, uniforms and signage all of a sudden starts to have a much bigger impact.

Consistency and discipline are critical in branding.  Look at what the big companies do … The Nikes, the Apples, the Gillettes of this world. They are brand building masters. No matter what part of their brand you are in – whether it be their packaging, stores, website, events – you have the same experience.

Here’s the thing – You register a business name but you build a brand. And here’s 5 reasons why you should:

  1. You can charge more when you have a brand because people see value. They see beyond the price and for often emotional, even nonsensical reasons, want to be associated with a strong brand instead. Is there really that much difference between say, Finish Dishwashing Liquid and it’s cheaper counterparts?
  2. In a world of sameness, brands offer a clear point-of-difference … A competitive advantage. There’s no shortage of Accountants, Plumbers, Marketing Consultants or any other service provider for that matter, so what sets the good ones commercial real estate loans interest rates apart? You guessed it, a strong brand that means something in the mind of their prospects and customers.
  3. Brands are memorable. If you stand for something, and any great brand does, then this can get you on your prospects’ shopping list. Which, as a general rule, only ever has three brands on it for any purchase decision.
  4. Brands emotionally engage with their prospects – and when someone is emotionally engaged (with anything), it is much harder to sever the ties and look elsewhere.
  5. Brands are an asset, they’re actually worth something. Did you know that Coca-Cola’s balance sheet is 40% plant & equipment and 60% brand! So, if it ever came time to sell your business, you can quite rightly put a value on your brand. In fact, having one in the first place, may be the reason someone is attracted to buying your business over another one that, from a rational perspective, sells pretty much the same product or service.

What’s your favourite brand and why? Be honest. I bet it’s because of some emotional reason and not because it’s made from a better material, or comes in a wider variety of colours or because it’s faster.

I’ll kick it off … I drive a Lexus as it makes me feel successful – it’s my reward for working hard, plus I’m confident that it will never let me down.

There, I’ve said it!  So, over to you …

This article was written by Tim Reid from Small Business Big Marketing – Australia’s #1 small business marketing podcast.

Intuitive Branding Strategies

 

Intuitive Branding Strategies

Traditional brand building strategies use media such as newspapers, magazines, televisions and billboards. Most of which you would agree, are costly places to expose your brand.

So why do companies pay for advertising even if no sale is possible at that time? They know that people will buy from brands they know.

Question is can you be ‘intuitive’ on these? If you said no, you’re right.

These media of advertising are flying out there, whether consumers are looking for the products/services or not, or if they are looking at all.

So what’s an intuitive brand strategy?

An intuitive branding strategy engages with your customers right at the critical moment that they are looking for specific products/services that you can provide. Two critical elements here:

  1. Relevance, and
  2. Timing

That’s exactly what we do for you at Fresh Objectives. At the point in time your potential customers have an “open” need for you, we put you and your brand right there in front of them. Whether your company is small, medium or large, our solutions will scale to fit your business.

How do we do it? With the most powerful business generator we have ever seen…Contact Us Here.

Brand Awareness – Get Ahead In Your Competitive Market

Brand Awareness – Get Ahead In Your Competitive Market

One of the most frustrating realities for businesses is that no matter how great your product/service is, or how greenwoods personal credit consistently reliable you are at delivery…your competitors might be too!

In the struggle to gain the edge, you might be tempted to lower your prices. But you’re much more intelligent than that.

  • You know that lowering your price will cheapen your brand.
  • You know that cheapening your brand lowers your profit margins.
  • You also know, that lower profit margins leads to having less funds for investing in your core business activities that made you successful in the first place.

So you decide to steer way clear of that short-sighted temptation and:

ü  Yes , you decide to invest more in product quality

ü  Yes, you decide to invest alliance and leicester loans more in further improving customer service

ü  Yes, you decide to invest in developing creative approaches to provide unique value for money.

But none of that becomes a reality unless you have access to more funds that are required, now and continuously for the long-run.

What’s the missing key you need to bypass your competition?

Building Strong Brand Awareness

I’d like you to imagine the cheap personal loan uk possibility of:

  • Having customers that are totally blind to the existence of your competitors
  • Having your business grow 24/7, 100% ‘hands off’ for you.
  • Having your business grow every time you add a product or service to your portfolio.

Want to learn more? How do we do it? With the most powerful business generator we have ever seen…Contact Us Here.

Sick Of All The Noise and Want More Time

Business Owners – Sick Of All The Noise and Want More Time to Focus?

Isn’t everything just moving manically fast these days? The email alerts, the traffic on the streets, the news, the voice messages, the photocopier, and the piles of papers on your desk. There’s just so much “stuff” going on.

And for business owners like yourself who have established everything by putting the bits and pieces together from scratch, you sometimes wonder “When Did the Dream Become a Chore?”

We understand your frustration because we were there ourselves. I mean, don’t get us wrong, we love low interest unsecured loan what we do. Like yourself, we find what we do to be professionally and personally satisfying. Especially when you know that the results you create make a difference, and you can share it with the greater population.

The problem is having to deal with all the “stuff” around it, when deep down inside, all you want to do is focus on what you do best don’t you?

Okay okay, to be fair, if you’re hungry and you want to eat, sometimes you just have to cook. But if someone told you that you had to personally grow and source the ingredients yourself?? I’m sure you might well be rolling on the floor with stomach cramps by then.

And that’s the exact problem we find many businesses are suffering from today. That no matter how many tasks are delegated or how many critical activities are outsourced…there just doesn’t seem to be enough time and peace to focus on the core activities of your business:

  • Delivering a quality product/service that will have your customers coming back, and
  • Making sure it keeps improving

Of course, to do that, you’ll need customers walking through the door. That’s exactly where Fresh Objectives will work for you. We take care of exposing your brand to get the customers that your quality business deserves. 100% “Hands-off” for you. And for the long-haul.

Is it the “Silver Bullet” to all your business problems? No. Though be rest assured it will give you more time and peace of mind to take that single step closer.

How? Contact Us Here to have a conversation with one of our trusted advisors.