Take the time to do your homework before jumping into launching a communications strategy. Photo via Getty Images

Co-founder of the Hackett Center for Mental Health, Maureen Hackett, once told me, "Newman & Newman applies the science of communications." I had never heard our approach to marketing communications described that way, but I understood her point. Before we produce promotional materials, digital campaigns or social media platforms, we research answers to fundamental questions for delivering a positive return on investment.

So many leaders want to jump straight into producing tangibles. I understand, they want solutions they can see, touch and hear, and they want them now. It can be tough to employ thoughtful strategies when you're pressed for results. The good news is that research doesn't have to delay taking action, but it has everything to do with how successful those actions will be.

Investing in communications research

Just as you wouldn't hire a marketing communications specialist to design a medical device, founders of a life science company are rarely trained in the proficiencies of strategic communications. Clearly, they possess the vision, but translating that vision into compelling language, and ultimately impactful marketing tools, requires an applied science all its own.

In formulating communication strategies, we study what you do and why it matters, as well as the perspectives of your key audiences to better understand their motivations. Much like a life science engineer applies research findings to develop new products or processes, we use the results of our research to develop messages and marketing tools that connect the purpose and impact of your innovative device or service with the unique priorities, needs and concerns of each group you are targeting.

Though necessary, it requires skill and insight. In their Industrial Biotechnology article, Marketing and communicating innovation in industrial biotechnology, biochemist Hamid Ghanadan and co-author Michael Long wrote, "The challenge is that most life science products and services address multiple market segments, fit within multiple applications and workflows, and are sought by multiple types of audiences. Thus, marketing management has to create a chameleon that can be compelling and convincing on very targeted terms."

Targeting your message on their terms

Organizations sometimes limit the focus of their marketing communications to sources of funding, investors and clients who contract their services or products, and telling them why they should. To prevent missed opportunities, it's important to research the full spectrum of your company's audiences. For instance, what key influencers in the innovation ecosystem have the potential of facilitating valuable connections for you or represent strategic partnerships? If you're a B2B2C company, who are your customer's customers whose satisfaction, compliance and understanding of what you've developed can influence the future of that contract?

Once each key audience is identified, what does it mean to speak their language? Because when it comes to formulating audience-specific messaging, one size does not fit all. The more tailored your communications, the more you incorporate their vernacular into your story, the better the results. This too requires research for effectively connecting the solutions you offer with what's important to a given audience. Ultimately, it's a merging of your knowledge and intentions with the unique interests, concerns and needs of those you want to reach.

Every organization is founded on answering a need. It defines your purpose. What is the significance of your organization's purpose and how is it clearly communicated in messaging that influences opinion and motivates action in your target audiences? Answering that fundamental question is the first step in research that I've yet to see not reveal significant results.

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Kelli Newman is president of the Houston-based communication strategies firm, Newman & Newman Inc., where she leads a talented team of marketing professionals advancing the success of their purpose-driven clients.

Should your business consider launching a podcast? This communications expert says yes. Photo via Will Francis/Unsplash

3 reasons why you should add podcasting to your marketing plan, according to this Texas expert

guest column

As business leaders or marketers, we're always on the lookout for strategic opportunities to reach our target audiences in meaningful ways and move them to action: To like a post, ask for more information, make a purchase and more. When we put a lot of thought, energy and resources into marketing efforts, we want – and expect – a valuable return on that investment. Incorporating podcasting into your strategic marketing plan can help you realize that return.

A few years ago, KGBTexas Communications began producing thePoint, an online video series featuring conversations with innovative leaders from across Texas. The point of ThePoint is for these leaders to share insights into how they are working to create positive consequence in our communities. Our videos feature highlights of these conversations, and given the visual nature, this content is typically short and yes, to the point. However, different platforms engage audiences in different ways, and we saw podcasting as a natural progression to deepen engagement with our audience. We evolved thePoint into a podcast, More to thePoint, which serves as an extension of our video series with the goal of enhancing interaction with listeners by providing more in-depth information and conversation.

Through our experience, we have learned the value of utilizing the platform as an innovative tool to deepen connections with our audience as well as our community. Below are three reasons why businesses should consider incorporating podcasting into a marketing or communications plan.

Showcase your expertise

As a podcaster, you can position yourself as subject-matter expert. Diving deeply into relevant issues can make you a trusted voice that others come to for insight and advice. In this way, podcasting also serves as an organic advertisement for your business services, product, passion or mission. According to Jennifer Moxley, the founder of Sunshine Media Network, "Podcasts can make you relevant; they're a reason for someone to talk about you, share your social media content, invite you to guest panels or highlight you in your community."

Reach listeners authentically

According to Statista, a leading provider of market and consumer data, nearly 75% of podcast listeners tune in with the intent of learning something new. Listeners are choosing to connect with brands to receive valuable information. Additionally, the platform offers listeners the ability to tune in at their convenience, possibly while doing other things. Now you have the ability to connect with individuals while they drive to work, go for a walk or relax at home, rather than solely while they are visually connected to their computers or phones.

Low barrier of entry

In looking at a return on investment, podcasting can be a relatively inexpensive way to expand your marketing and engagement efforts. All you really need to start a podcast is a perspective, a guest, a microphone, (you can get a really good one for less than $200), and a hosting platform. Most hosting platforms will also provide you with statistics and data to help determine specific details about your audience, including the number of listeners, along with ages and locations. Knowing and understanding your audience is key, and podcasting can help businesses expand reach and track message reception at a low cost.

As a brand's authenticity and ability to connect with consumers becomes increasingly important for attracting and retaining customers, podcasting remains a largely untapped opportunity to build trust and strengthen relationships. When considering the low cost and high return, potential audience reach and boost to website traffic and SEO, it only makes sense to explore the benefits podcasting can bring to your business.

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Katie Harvey is the CEO of KGBTexas Communications, one of the largest woman-owned, full-service agencies in Texas, with offices in San Antonio and Houston.

Don't miss a messaging or communications opportunity for your startup. Photo via Getty Images

Here's what Houston's innovation community is missing out on when it comes to messaging

Guest column

By definition, companies throughout the innovation ecosystem have a purpose-driven story to tell. As communication strategists who specialize in purpose-driven clients, we wondered if influencers of Houston's entrepreneurial community see any recurring communication challenges getting in the way of companies successfully securing funding, acquiring customers and even recruiting talent.

For two months we interviewed investors, accelerators, industry customers and entrepreneurs themselves, asking for missed opportunities they may be seeing in what and how companies are communicating. Below are our findings, with corresponding recommendations organized into four key points of action.

Distinguish yourself from your competition

"They may have an incredible concept, but terrible messaging," was a surprisingly common response to our investigation of communication obstacles.

Many innovators think that simply describing the inspiration for their company, perhaps the illness of a loved one or an observed struggle, is enough for explaining the Why of their story. In fact, investors, potential customers and even employees are looking for something more substantial.

First, what distinguishes your company from others like it? Regardless of how pioneering the solution you offer, it will be compared to whatever else is currently available to address the need, including nothing at all. Simply explaining how what you provide works is not enough. Our research substantiated the need for also addressing your company's relevance and differentiation. Characterizing the unique essence of your company is an important distinguisher from the competition that helps cut through the noise.

When formulating a client's organizational messaging we not only examine their purpose, we study their values and culture so that it is reflected in language the company uses to describe itself. Potential customers we interviewed said the compatibility of company cultures and values weigh heavily in their considerations for partnering. So, you're overlooking a key distinguishing strategy if you think target audiences are only interested in the nuts and bolts of what you do.

Speak the language of different audiences

More than the fundamental act of communicating, messaging is language specifically tailored to articulate an organization's unique purpose, significance, values, and culture. Messaging delivers the greatest impact when it functions as a tangible asset. In other words, a formal document of composed language that ensures continuity and is utilized as talking points for investor presentations, content on the company's website, themes reflected in digital advertising, etc. However, it should not be viewed as one size fits all.

Information with universal relevance, known as organizational messaging, is essential, but so is audience-specific messaging that addresses the unique perspectives, priorities and concerns of individual groups. The need for companies to recognize this important distinction was another of our findings.

While both investors and customers are interested in the viability of your company's technology or services, they each have very different needs and priorities. To motivate desired action, you must speak each audience's specific language, which means getting out of your head and into theirs.

If you're a B2B2C company, you may even need to speak the language of your customer's customer. Several research interviews expressed how companies shoot themselves in the foot when they don't take the long view of an audience's needs. If, for instance, your customer is having difficulty explaining to their patients how your innovative medical device works, composing instruction language and even producing patient education tools may be an added deliverable necessary for you to retain that contract.

Not recognizing employees as a key audience and overlooking the importance of strong internal communications was also identified as an obstacle to success. Clearly, attracting funding from investors and business from customers is a core objective of effective communications. However, employees should also be considered a priority with messaging that keeps them informed, inspired and on track. Afterall, they're the team that will take your vision over the finish line.

Connect on an empathetic level

Research participants emphasized the need for factoring in a discovery phase that not only involves learning how to speak an audience's language, but gaining an appreciation for the challenges, goals, protocols and culture of those they're approaching as well. It requires assuming a level of empathy and understanding, rather than a singular focus on "sales," that ultimately culminates in rewarding, long-term relationships.

Effective communication is not a one-way exchange. Listening is critical. When what you've discovered is reflected in your marketing materials, that demonstration of a genuine commitment to connect is reported as being even more impressive.

Avoid costly consequences of poor communications

Companies operating without a Strategic Communications Plan risk the expensive consequence of functioning in a chronic reactionary mode with scattered results and lost credibility through inconsistency.

Yes, flexibility is important, but the research we've conducted reveals a clear advantage for those who recognize the importance of effective communications, particularly growth-stage companies that have gained their initial footing and are ready to build on their brand. The key is putting a blueprint in place that connects the dots of what you offer and your distinguishing essence, with the needs of your targeted audiences, by speaking their language. If not, you risk missed opportunities for securing funding, acquiring customers and attracting the best talent.

Changing the world is your passion, helping innovative entrepreneurs effectively communicate that passion is ours.

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Kelli Newman is president of the Houston-based communication strategies firm, Newman & Newman Inc., where she leads a talented team of marketing professionals advancing the success of their purpose-driven clients.

When it comes to setting up a PR plan for your startup, setting the right foundation is important. Getty Images

5 tips for establishing your startup's communications and public relations plan

Good press

Once you've had the idea to create and sell a product or service, secured the funding to begin production, and managed to launch the company, the next step is garnering the public's attention to compete in the marketplace. That's where a communications and public relations plan comes in.

Whether you are looking at traditional earned media or hoping to gain credibility through social media channels, the right PR tactics can help you gain the awareness and recognition you need to build your company's reputation and success.

Set the goals for your communications/PR plan
First, you need to determine what you want to accomplish with your PR plan. Your plan will help brand your company leadership, products, and/or services with potential customers, business partners, future employees, prospective investors, and other stakeholders. Once you have settled on your goals, you should begin outreach to the media.

Build relationships
As a start-up, you may not have relationships with the media yet. That's okay. The key is to identify the respective reporters, producers, editors, bloggers, and social media influencers who cover your industry and begin reaching out and building connections with them before you start to pitch your story. Traditional media outlets receive hundreds of pitches and emails each week, larger outlets receive hundreds each day. Having relationships with reporters will be key to telling your story. Think of it as a partnership with the media in which you want to tell your story and at the same time provide them with quality content.

Tell your story
As a new company, telling your story is important; it is unique to you. Yet, the narrative is irrelevant if it doesn't move the public to action to buy, use, invest, report, or click. A storyline looks something like this:

  • Here is the existing service or product.
  • Here is our approach.
  • Here is why our approach is better.
  • Here is why our team is better.
  • Here is why you should use our product.

Continue to pitch
Once you have told your story, keep reporters, bloggers, and other media contacts looped in as your project progresses or your service line grows. Today's media outlets have fewer reporters than in the past, yet there are more and more stories being pitched. You can help these reporters by providing them with quality, relevant information and facts making their job easier.

Emailing the media is an excellent way to communicate with them. But remember, they receive many emails each day. Make your subject line short and sweet, and incorporate action words to help your email stand out among the competition. Ensure the body of your email is quick and to the point, as well, using bullet points if possible. If your email contains too much text, it will be deleted.

Additionally, make sure the timing is appropriate when you send a story idea. Plan appropriately and pitch your story well ahead of time. Be aware of any internal deadlines the outlet might have. Don't send a pitch or expect much coverage when there are big events happening, such as an election, College Football Championship, or an unexpected weather event.

Think digitally
I have seen too many companies ignore the importance of social media and a useful website. These tools give your company credibility. A website need not be complicated or fancy, but it does need to be updated, relevant, and have the basics on your company and leadership. Additionally, customers will search for you on social media sites. It is not necessary to have a presence on all social media channels, but do choose one or two and make a habit of posting regularly.

As with all facets of launching a business, take the time to learn the importance of communications tactics and strategies and utilize them to help launch your company into a successful future.

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Elizabeth Biar is vice president of Strategic Public Affairs, a government elations and PR/communications firm based in Houston.

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Exclusive: Houston logistics SaaS startup raises $2.5M seed round

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A Houston company that's providing software solutions for middle-mile logistics challenges has raised fresh funding.

Velostics Inc., which has an enterprise software-as-a-service model that specializes in automating inbound logistics at industrial facilities — like terminals and warehouses — announced it has raised $2.5 million. The seed round was led by Kansas-based Flyover Capital with participation from Small Ventures USA, Cultivation Capital, Starboard Star, Congress Avenue Ventures and BioUrja Ventures.

Founded by Gaurav Khandewal, Velostics targets the $37 billion inbound logistics management market, a so-called "log jam" for businesses that the company's software strives to make flow a lot more optimally.

“Flyover is incredibly excited to support the Velostics team in their mission to transform inbound logistics,” says Keith Molzer, managing partner at Flyover Capital. “This segment of the supply chain is ripe for better technology to address challenges of congestion, driver labor shortages, and the growing demands of ecommerce. Gaurav and team are an exceptional group of entrepreneurs ready to drive efficiency and a better customer experience at industrial facilities.”

The fresh funding will go toward recruiting top talent for Velostics's team, particularly in its account management, inside sales, and marketing departments, as well as continuing to develop the AI-driven product, which has an impact for both its users and the environment.

“Idling trucks waiting outside facilities emit over 42 million tons of CO2 annually — eight times the US national average. By orchestrating the movement of trucks in and out of facilities, not only do we provide tremendous supply chain benefits, we also help the environment," Khandewal says in the release. "We’re excited to partner with our customers and our investors to solve global congestion.”

Flyover Capital was founded in 2014 and has a keen interest in the Houston market, Dan Kerr, principal at the firm, previously told InnovationMap.

Houston is "one of the cities among those that fall in our region where we plan to spend a significant amount of time," Kerr said in May of last year. "We cover a lot of ground, but there are certain cities were we try to get there quarterly. Houston is definitely one of those places."

In September, Khandewal joined the Houston Innovators Podcast and discussed how he has been a champion of Houston innovation since he started ChaiOne in 2009. He shared how he thinks the city has a great opportunity to be a leader in logistics technology.

"I think that there are some trends in Houston that I'm seeing as a founder, and one of them is logistics," Khandewal says on the show.

Gaurav Khandelwal, CEO and founder of ChaiOne and Velostics Gaurav Khandelwal is the CEO and founder of Velostics. Photo courtesy

Houston VC-backed tech founder on reinventing a sales team and supporting financial independence

Houston innovators podcast episode 112

Four years ago, Samantha Ettus found herself as a keynote speaker in a room with thousands of ambitious and talented women. It was a conference for multi-level marketing sales associates and, as Ettus found out later, most of them — despite their talent and passion — were losing money on whatever product they were selling.

"I realized there was a problem. There obviously was a need — all of these people want to be doing something outside of their families that gives them fulfillment and meaning and has goals associated with it — but they also want to be earning money," Ettus says on the Houston Innovators Podcast. "And the first part was being fulfilled — but the second part wasn't."

Ettus created an alternative to check both of those boxes. Park Place Payments is a fintech startup founded in 2018 in California. Houston was one of the initial six test market for the business model, and the company now has over 1,000 account executives across all 50 states. Sales team members are trained for free on how to sell Park Place's payment processor service to local businesses.

Ettus says the payment processor industry is competitive and most small business owners are very disappointed with the customer service they receive. The average business changes payment processors every three years, Ettus says, and Park Place wants to change that.

"Payments is an industry where something always goes wrong," Ettus says. "As a small business owner, if you can't reach someone — that's really important for the livelihood of your business. ... We really think of ourselves as an outsourced payment partner for small businesses."

This past year has been one for growth for Park Place, Ettus says, and earlier this year, she closed on the company's seed round, which was supported by Curate Capital, founded by Houstonian Carrie Colbert. Now the company is focused on its tech team, including hiring a CTO. Early next year, Ettus hopes to close a Series A round, again with support — financially and otherwise — from Colbert.

"I feel so lucky because a lot of people pointed us to traditional Silicon Valley VCs in the beginning, and I had a lot of conversations. I didn't feel some of those firms had the patience to grow with us," Ettus says.

The company has been tied to Houston from its early days, from testing the business in town to a Houston-based early hire, Nancy Decker Lent, who is a founding member of the team and head of product for Park Place.

Ettus shares more on her passion for supporting financial independence for women and how she plans to grow her company on the podcast. Listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.

New Houston-based specialty pet supply company aims to pamper your pooch

good dog

Considering that Americans will reportedly spend $109.6 billion on pets this year, according to new data, it really pays to be discerning when buying. Now, Houston dog owners can stay local when shopping for their fur babies.

Houstonians Brad Madrid and Bobby Dwyer have launched Fido, a new e-commerce pet wellness brand. Available all over Houston, Texas, and indeed, the nation,

Fido products will initially start with Chill Chews and Clear Ears, both of which are scientifically formulated and aim to provide relief and comfort, per a press release. Products are lab-tested and veterinarian-approved, per the company.

Anxious pups may benefit from Chill Chews, which make training, traveling, and everyday life smoother and are said to help pets relax. The Clear Ears, meanwhile, is composed of natural ingredients such as eucalyptus and aloe and is meant to keep pets’ ears clean and clear of any wax, debris, fungus, and bacteria.

“As a professional dog trainer and breeder, I’ve worked with hundreds of dogs which has allowed me to develop a deep understanding of how dogs think and function,” said Dwyer in a statement. “Through my profession, I’ve discovered a need for products to ensure canines’ health and wellness, and it’s our mission to provide great products to make good boys even better.”

Brad Madrid and Bobby Dwyer have launched Fido, a new e-commerce pet wellness brand. Photo courtesy of Fido

Madrid and Dwyer aren’t just business partners but also brothers-in-law. Bringing science to Fido, Madrid boasts a background in pharmaceuticals, while Dwyer brings canine know-how with his experience as a dog trainer.

Both hope to see their business grow by leaps and bounds. Products are available for purchase on the website and shipping is available nationwide. Plans for products to be sold in local pet stores, as with international shipping available in the future.

If current data is any indication, Madrid and Dwyer are in the right business. A survey of 2,000 dog and cat owners found that 52 percent of respondents said they spend more money on their pets than they do on themselves each year, per GoBankingRates.

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This article originally ran on CultureMap.