Jerry Maguire or Bill Deeter?

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I was flipping channels the other day and I stumbled across a favorite movie of mine, “Jerry Maguire.” I was lucky and landed on the channel right at the start of the movie as Tom Cruise’s portrayal of the title character was narrating the set-up of the whole storyline. Cruise says: “I couldn’t escape one simple thought: I hated myself. No, no, no, here’s what it was: I hated my place in the world. I had so much to say and no one to listen. And then it happened.

 

It was the oddest, most unexpected thing. I began writing what they call a mission statement. Not a memo, a mission statement. You know, a suggestion for the future of our company.”

 

Cruise’s character, a hot shot sports agent for a big agency was feeling troubled after realizing that he was fixated on huge dollar contracts for his clients, his company, and ultimately himself. Through this, he had lost touch with “the simple pleasures of (his) job.” He no longer appreciated “the way a stadium sounds when one of (his) players performs well on the field.”

 

Through this catharsis, he understood that “with so many clients, (he and his colleagues) had forgotten what was important.”

 

That’s when Maguire stays up through the night to write the mission statement. In the film, Cruise continues the narration:

 

“I wrote and wrote and wrote and wrote and I’m not even a writer. I was remembering even the words of the original sports agent, my mentor, the late great Dickie Fox who said: ‘The key to this business is personal relationships.’

 

Suddenly, it was all pretty clear. The answer was fewer clients. Less money. More attention. Caring for them, caring for ourselves and the games, too. Just starting our lives, really.”

 

As I watched this opening scene, which I’ve seen literally a dozen times, I had my own break through. There is a Jerry Maguire-like character walking the floors at DeeterUSA … my father, Bill Deeter.

 

2015 marks our firm’s 30th year, and during the 15 years I’ve been on the team I’ve heard my dad on numerous occasions talk with prospective clients, existing clients, suppliers, new hires, and just about anyone else who will listen about why and how he started the firm. Some of the founding principles of DeeterUSA?

 

  • No more than 10 active accounts at any one time (Jerry Maguire’s “fewer clients”)
  • Everybody works on every account (Maguire’s “more attention”)
  • We work hard at DeeterUSA, yet try to keep our time in the office reasonable (Maguire’s “Caring for ourselves”)

 

All in all, these may seem like a simple ideas, yet when you package it up and tie a nice bow around these and several other principles my dad embraced to start DeeterUSA, there is a unique philosophy at our firm that has proven successful for our team and our clients for three full decades.

 

-Drew

Is All Press Good Press?

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You may be familiar with an old marketing expression “there is no such thing as bad press.” This is especially true if no one has ever heard of you, right? Alan Sorensen, an economics professor at Stanford, looked at book reviews featured in The New York Times and determined that even when reviews were negative, previously unknown authors saw a one-third bump in sales. While big brands can be impacted negatively by bad press, smaller unknowns tend to get a nice little boost.

 

Take the show Shark Tank. It doesn’t take getting a deal on the show to make it big. Shark Tank experts say that, in many cases, the value of getting airtime on the show outweighs the benefits of taking a deal with one of the Sharks.  This is true even if the Sharks don’t like the product.

 

While a short-lived boost in sales may seem like a good repercussion to bad press, we live in the digital world, where things live on forever. Years after a company has corrected the situation, the bad news  can still pops up on the search engines and continue to tarnish a company’s reputation.

 

Although Brendan Behan said, “There is no such thing as bad publicity except your own obituary,” the best strategy is to get good press for doing good things and for having a unique story to tell.

 

−Jacky

Integrating Instagram into your PR Strategy

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Instagram is an online mobile service that enables its users to take pictures and videos, and share them on a variety of social networking platforms.  According to research published by the GlobalWebIndex, Instagram is the fastest growing social media site worldwide.

 

Although some brand managers wonder how the photo-sharing app can help build their brands, many businesses across industries are finding marketing success on Instagram. Brands can use Instagram to build brand awareness, reinforce customer relationships, and create associations.

 

Before jumping straight into the platform, here are a few tips to up your Instragram game.

 

  1. Create unique content that other users will want to engage.
  2. Keep your text short and let the photo do most of the talking.
  3. Post daily to keep your brand top of mind and relevant.
  4. Use hashtags to reach new people who may be searching a hashtag related to your brand.
  5. Leverage your fans’ content. The ability to source high quality user generated content (UGC) from the Instagram community is one of the major benefits.
  6. Lastly, connect with other Instagrammers to network your brand.

 

−Jacky

 

#DeeterUSA