AcrobatAnt's Blog

Let’s define Internet Presence Management: IPM is the process of controlling your Web-based channels to increase your online presence and overall Internet efficiency. Companies or organizations trying to connect with target audiences online use IPM to reduce the costs of customer acquisition and customer service.

But what if you’re an owner who struggles to keep the business running from month to month? Where do you find time for IPM? Answer: You make the time. Or look for outside help.

If you’re uncomfortable with terms such as websites, micro sites, landing pages, Google Adwords marketing, SEO, SEM, email, e-newsletters, Facebook pages, tweets or posts, it may be time to choose an outside firm to help with your IPM marketing strategy.

How to find a firm for help with IPM.
Step one is to find the right type of agency.
Q. Is that a PR firm? Advertising agency? Interactive agency? Social media firm?
A. Look at the history of the group you are thinking of hiring.

Here are some important questions to consider before choosing a potential IPM resource:

• Do they understand what IPM means?
• Do they have integrated marketing for other clients?
• Do you feel comfortable working with the people?
• Are you a partner or a paycheck to them?
• Do they understand your business and target audience?
• Can they help me break out of the pack?
• Can they make a difference in how my company presents itself to potential new clients?

When you can feel comfortable with the people and confident in their abilities, that’s the right IPM firm for your business.

We’ve written a little white paper to help you out with developing an SEM strategy. Oh, you don’t have to thank us. Just “Like” us to download.

And, because you’re a special friend, we’ll send you the next issue of The Ant Farm News. http://www.facebook.com/AcrobatAnt

A short discussion about brand architecture.

A brand isn’t a name. It isn’t a logo. It isn’t a creative style. It’s not a tagline.

Then, what is it? A brand is the meaning of what resides in the mind of the target audiences…the perception that comes from a complex set of images, emotions, thoughts, history, experiences and expectations.

As brand stewards, we try to own that little piece of the audience’s mind, so we can conjure up the brand’s desired perception with the right stimuli. So, building a brand is a contest of perceptions.

At AcrobatAnt, we build from the ground up, starting with the brand architecture process. We begin with a realistic and accurate assessment of the brand’s perception, and what we want audiences to think or believe about the brand. In that gap between what is and what should be lies an amazing opportunity for us to drive perceptions.

We examine the brand’s core values and attributes (what adjectives best describe the brand), brand segments and influencers—all to steer us to the master brand statement or brand promise (what it means to experience the brand).

It’s not a mission statement. A brand promise summarizes what the brand is and what it stands for. Aspirational, yet attainable. Emotional, yet rational. And built on truth—100% believable. 100% deliverable. Driving every communication. Relentlessly executed.

And then the fun begins. Want to know more?