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Meet the New Faces of Fetch IMC

We’re pleased to welcome two new members to the Fetch IMC team! 


Name: Matt Watson
Role: Account Executive
Alma Mater: Columbia College Chicago

Q: What is your favorite part about working with SMB clients?

A: My dad and grandfather were small business owners, so it’s always been in my DNA. I love working with other small businesses, learning about their pain points and helping to solve them through the creative process. You can really appreciate the impact our work has on these types of clients.

Q: What TV show are you currently addicted to?

A: Right now, it’s a tie between American Horror Story: Apocalypse, and re-watching Game of Thrones for the third time as I count down the days until season 8 premiers.

Q: What’s your favorite place in the world?

A: Obviously Chicago. I moved to San Francisco for four years after college, but missed the deep dish pizza too much – so I’m back! Hawaii would be a close second.

 


Name: Spencer Hopkins
Role: Digital Specialist
Alma Mater: DeVry University

Q: What is your favorite part about working with SMB clients?

A: When I think about a strong community, I envision small- and medium-sized businesses contributing to the community and feeding the economy. That can be measured on a small scale all the way to a global scale. There is also a lot to learn from watching the life cycle of a business and seeing it grow.

Q: What TV show are you currently addicted to?

A: Honestly, I am addicted to a few TV shows. I recently started watching TV again and I can’t get enough! Some of the shows I’m currently watching are Shameless, which is shot in Chicago; Insecure, with Issa Rae; Atlanta, directed by Donald Glover; and a few animated series.

Q: What’s your favorite place in the world?

A: My favorite place in the world is anywhere I haven’t had the chance to visit! There is much to experience in the world, rather than being comfortable in places I’ve been already. Some of my favorite places that I’ve had the chance to travel to are Montreal, New York and Japan. I plan to grow that list.

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Fetch IMC Gives Back to the Community

This holiday season, Fetch has been active in supporting the artistic and non-profit communities that benefit our great city of Chicago. From youth programs to interdisciplinary creative foundations, Fetch is always looking to back up-and-coming movers and shakers in our hometown. Here are a few of the organizations that Fetch is currently involved with.

3Arts

This year, Fetch was proud to sponsor the 11th annual 3Arts awards ceremony, hosted at the beautiful Museum of Contemporary Art. As a 3Arts board member, Fetch CEO Erryn Cobb was honored to co-host the event with fellow board members Remberto Del Real and 2016 awardee Jess Godwin. The awards featured an amazing set of artists that spanned all disciplines, from dance and the visual arts to music and costume design. Click here to see this year’s awardees.

inSTEM

Fetch is also proud to support inSTEM, a program that provides middle school girls in low-income Chicago Public Schools with unique opportunities to engage in STEM (science, technology, engineering and math) activities. Located at Depaul University, the non-profit offers programs such as the Solar Panel Car and Robotics workshop, as well as classes in coding and app development. Most recently, Fetch helped inSTEM raise money to purchase additional computers in order to create smaller, more efficient working groups.

We’re proud to be a part of philanthropic efforts across the Chicago area. Our team is always on the lookout for new opportunities to help our community, and with the holiday season upon us, it’s more important than ever give back.

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Welcome to Fetch IMC

Every time someone asks me how things are going at Fetch, I give the same reply: “The marathon continues.” Being a small business owner is one the of the most challenging yet rewarding experiences I have had in my life. The one constant in the marathon of entrepreneurship is change.

When we started Fetch PR nine years ago, we had a very clear mission. Deliver meaningful results for small to mid-sized businesses (SMBs). Over the course of the past decade, that objective has remained our focus and has helped guide us and our clients to new heights. However, times have changed. PR, marketing and the trajectory of small businesses have changed. We will never detour from our path of delivering big-firm results for SMBs. That being said, we’ve evolved how we go about doing it.

Our rebrand is more than a name and logo change. We’re staking a claim in the SMB space. We know what small- to mid-sized businesses need to grow their brands. We are laser focused on leading the industry in delivering unmatched results for entrepreneurs who need it most. While PR will always be part of what we do, we are now partnering with our clients to be their go-to marketing resource.

Welcome to Fetch IMC

Erryn “EC” Cobb
CEO
Refuse To Be Ordinary

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Pay Attention to Your Employer Brand

Just when you think you have a good handle on how your brand is perceived by your target audience, we’re here to throw you a curveball: how does your brand look to potential recruits? If you find yourself just trying to fill open positions instead of recruiting top talent to help grow your company, it’s time to take a close look at your employer brand.

Recruiting is Marketing

Ten years ago, most of the workforce was simply happy to have a steady paycheck. Companies didn’t have to offer fancy amenities and perks, because they had the upper hand. Fortunately, the economy has recovered quite well, and unemployment has dropped to its lowest rate since 2000 (as of June 1, 2018). This means employers need to put forth effort to actually attract the type of employees they want.

Understand Your Brand

Just as you would conduct an external brand audit, you need to take a hard look at your employer brand. As you evaluate your recruiting assets, make sure your brand voice and feel is weaved through every piece of collateral. The same is true for the onboarding process, a new employee’s first true interaction with your company. Every member of your team – from customer-facing positions to the person processing payroll – should be able to explain your company’s culture. Word-of-mouth endorsement from your employees is just as good as any lead generation initiative.

Look from the Outside In

Once you’ve examined your company culture, take a look at how (or if) you’re promoting yourself as an employer. It might seem self-serving to talk about all of the wonderful benefits you offer your employees, but that is going to be one of your best assets when it comes to recruiting the most qualified talent to join your team. Applicants want to know these things, and not sharing what sets you apart is actually going to hurt your chances at recruiting.

Recruiting top talent to work for you is a plight understood by every company, but the ones who get it are the brands that treat their recruiting process the same as their sale process. Click here to read more about how to improve your internal and external brands for overall success.

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Your Brand Has Changed, Whether You Know it or Not

Are you the same person you were 10 years ago? Neither is your business. Chances are, if you’ve been around for more than a few years, something about your company has changed. This might be a slight tweaking to make your business more competitive or a complete shift as a result of industry changes. No matter what has changed or why, your brand should reflect that.

Core Offerings Are Huge

It’s easy to disregard slight changes to your products or services because they might not seem like that big of a deal from the inside. (Especially if this was a gradual shift.) However, from a potential customer, that small amendment could be just what they’re looking for. Take a step back, and look at your core offerings with a fresh eye. If someone you did business with on the first day you opened your doors approached you now, would you offer them the same service?

Company Culture is Key

Too often, company culture is overlooked when it comes to selling a brand. However, your culture and your brand cannot be separate. You’ve probably worked hard building a strong internal system of communications, employee engagement, general workforce bonding, etc. Sharing that with your target audience adds to your overall brand equity. Additionally, promoting your strong culture will help attract top talent that will drive your business forward.

Brand Equity Needs Attention

Speaking of brand equity, have you measured yours? Establish how much value your brand has within your target audience, and how recognizable it is among those in your network. Your customer might have a general idea about what you bring to the table, but the strong key points may have become muddied as your business has changed. A rebrand can be a fantastic way to reestablish your messaging and give your hard-earned brand equity a boost.

As you’re taking a look at how your brand has changed for your target audience, remember that it’s important to actually define those target audiences. If you’re still not sure whether or not you need a rebrand, take our quiz!  

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Consistency in Brand Messaging is Key

If you want to find out how consistent your brand messaging is, ask three people to describe your business: a customer, an employee and yourself. If your company has been around for while, you’ll most likely get three very different messages. No matter who the public face is for your brand, it’s important that everyone involved be able to distinguish the key points that set your offerings apart from the rest.

External Branding

Once you’ve identified your target audiences, think about how you want people to interact with your business. Whether a potential client is holding your business card, using your website or reviewing a sell sheet, the essence of your company should be there and be familiar. If you want them to walk away feeling confident, work backwards and decide what your business can do to instill that emotion.

How did a boring yellow ‘M’ become one of those most recognized logos in the world? Consistent branding. You might not be as big as McDonald’s (yet!), but presenting a unified look and feel across every single marketing channel is crucial in communicating your value to your target audience. Part of your rebrand should be to decide how this will spread across every platform.

Internal Branding

Depending on what type of business you’ve built, there could be multiple internal audiences – from support staff who keep the company running to client-facing employees who interact with your target audience on a regular basis. However, when it comes to brand messaging, everyone needs to be on board.

A good analogy is how restaurants work with their serving staff. When a new menu item is released, a good restaurant will have everyone taste the item while they explain the flavors behind it. That way, the servers can make recommendations to the customer and be able to describe the dishes before placing their order. Now, ask yourself how your employees would be able to explain your offerings to your target audience. Can they describe your services? Do they know the key differentiators of your brand? Would they recommend working with your company to their own networks?

Strive to have every single person who interacts with your brand come away with the feeling and knowledge you want to communicate. You may never reach McDonald’s status, but that doesn’t mean you can’t strive to instill that same recognition among your target audience.

Still not sure about a rebrand? Take our quiz!

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Redefining Your Target Audience

The very first step in a company rebrand should always be to re-evaluate the target audience. Depending on how long you’ve been in business, what was true of your ideal customer back then is most likely not true today. (Those young Millennials fresh out of college aren’t so young anymore!) Don’t worry about starting from scratch because you probably have the information right at your fingertips. It’s all just a matter of taking another look at the facts.

Make a List of Your Favorite Past Clients or Customers

Think back over your years in business, and write down your best customer-centered experiences. This could be a short transaction that went better than expected or even a long-term partnership that helped define who you are as a company. Are there any similarities in the clients that were involved in these situations? This may just be the type of client you want to target in the long term.

Decide Who Your Product or Service Helps Today

Even if your core offering hasn’t changed, your target audience definitely has. A 10-year-old office furniture company may still provide chairs and desks, but the needs of today’s working spaces are vastly different. As you begin the rebrand process, you’ll need a realistic picture of who has the potential to purchase your product or service. If that same office furniture company opened its doors marketing to cubicle-ridden office spaces in the Loop, it’s time to adjust their focus.

Create a Complete Audience Profile

As you’re imagining your new target audience, really get into who they are and what makes them tick. What’s their story? How old are they? Are they tech-savvy? Where do they get their news? What makes them happy? Answering these questions now will shape your entire marketing plan later. You’ll be able to speak to your target audience in their language and through their preferred medium.

Don’t be afraid that pinpointing your audience will pigeonhole you into marketing ONLY to that group. Just because you choose an ideal client doesn’t mean you can’t work with anyone else. This is merely a jumping off point to help give direction to your rebrand.

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A Business Owner’s Guide to Instagramming Events

Instagram is the place to be for business owners, but it can be hard to find your niche among the pics of avocado toast and expertly-posed babies. The easiest thing way to get started is to be your own paparazzi at community and networking events. Don’t worry, you don’t have to invest in a selfie stick. Just snap a few photos, and follow these steps for optimizing your post.

Tag the Event Host
If you’re at an event to connect with others in your community or field, chances are the event host is trying to do the same. Find out if they’re on Instagram, and be sure to tag them in your post. Extra points if you pay them a compliment in your caption. This will not only show them you’re active on Instagram, it will put the ball in their court to either comment on your post or repost to their followers. Either way, you’ve already drawn eyes to your Insta presence.

Know Your Hashtags
Ever wonder how someone with 100 followers can get 200 likes on Instagram? It’s all because of hashtags. They act as the ultimate search function, connecting users to what they want to see on the platform. For example, if you are located in Humboldt Park, using #HumboldtPark lets others who are connected to the area find your content. When you’re at an event, find out if the host has created a specific hashtag for the occasion, (e.g. #gala2018), and use it in your posts from the event. Not only will your photos appear when other attendees search the hashtag, you’ll also be able to find and connect with your fellow event goers.

Geotag Yourself
When you create an Instagram post, you have the option to add your location. The main reason to use this feature is to connect with others who are at the event. Instagram offers a search feature to see who else has checked in at the venue. Simply click on the location, and you’ll have a list of attendees who have also used the function. You can also look at their event photos to see if there are other hashtags you should use.

Businesses continue to find great success in locating and connecting with their audiences on Instagram. As you’re optimizing your IG presence, be sure to utilize Instagram for Business to track your results.

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What Small Businesses Should Know About the Facebook Algorithm Changes

Facebook announced last week a plan to overhaul users’ newsfeeds to weed out business and celebrity posts in favor of more meaningful engagements from friends and family. This has caused some serious waves in the social media world, as Facebook has been making it increasingly difficult for businesses to reach their audiences organically. Since the big brands have large budgets for highly-targeted, paid social media ad campaigns, this means it’s the small businesses that will suffer.

We’re still waiting on more details, but here’s what small businesses need to know right now:

Get Reacquainted with Your Followers

Think quality over quantity, because this new change means fans who don’t regularly engage with your content will probably never see it. Facebook’s news feed algorithm is designed to show you what it thinks you want to see. If someone is visiting your page (by actively navigating to the page), as well as sharing and liking posts, that will earn you a space in their newsfeed. If a fan liked your page awhile ago, and doesn’t appear to be that interested, the algorithm will note this and show little to none of your content.

Focus on Engagement

One of the first things a business can do is encourage fans and followers to add their pages to Facebook’s see first feature. After that, it’s time to really focus on engagement. Videos and Facebook Live continues to yield great results, as does colorful imagery that inspires comments and shares. Think of Facebook as more of a way to have a conversation with your target audience instead of just talking at them.

Commit to an Ad Spend

After this change, reaching your target audience organically is going to become virtually impossible. Decide what your goals are for Facebook – website clicks, lead form completions, etc. – and put together an advertising plan. Start by creating a schedule of boosted posts and keeping a close watch on the results. Is one type of content seeing more shares than another? Create more of those types of posts and go from there.

If you’re interested in more information about Facebook advertisements, check out our blog on how to get started.

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Simple Ways to Keep Your Clients for the Long Haul

Every business owner knows how important it is to bring in new clients, but don’t forget your bread and butter lies with retaining the clients you already have. Keep your current roster happy and thriving, and you’ll have a solid business in place so you can go out and win more. Here are a few of our recommendations to improving your client retention.

 

Understand where they want to go and how you can get them there

To ensure a satisfied client and deliver great results, you need to know what keeps them up at night. In PR, media placements are great, but they mean nothing if they don’t help your client hit their goals. Get to know their industry and competitors. Learn how to move the needle so you can help grow their business. Connecting your activity and results to your client’s bottom line goes a long way in extending your relationship.

 

Celebrate the wins and embrace the suck

Don’t be afraid to toot your own horn. When something great happens for your client, let it be known and enjoy it! Of course, while it’s fun to dazzle with your amazing work, every business campaign will experience pitfalls and it’s important to inform your client when that happens. When bad things happen, get in front of them, Identify the problem and how it’s going to be fixed.

 

Be their business therapist

Business ownership is a lonely island. Having another professional to bounce ideas off of is as valuable as the service or product you are providing your client. Remember you’re essentially handling your clients’ livelihoods. By becoming a valuable partner in their business, it can go a long way toward retention.

If you are looking for a simple solution for managing, organizing and tracking your clients, consider investing in a customer relationship management system.