In September, our PR experts Pritch Pritchard, APR and Kyle Golding presented “Handling Crisis: The Power of Protocol” to the YMCA National CMO conference. The 90-minute talk explained the advantages of Crisis Communication Protocols vs. a traditional written plan. Here’s the Slide Deck: http://bit.ly/YMCAPreso
An organizational crisis is a specific, unexpected and non- routine event or series of events that create high levels of uncertainty and simultaneously present an organization with both opportunities for and threats to its high-priority goals.
The presentation involves:
Basic Definition of a Crisis
Key Components
Definition
Differentiating
Defining the Environment
Planned vs.Unplanned
Stages of a Crisis
Basic Truths
Timing is Everything
Precursors for Success
Crisis Basics
Specific Guidelines
Misconceptions Associated with Crisis Communications
Navigating a Crisis Quick and Efficient
Definition of Protocol
Protocol v. Plan
What Constitutes A Good Protocol?
Elements of a Protocol
Ancillary Elements
Preparation for even unplanned crises starts well before the accident/incident. Time spent preparing today – in the calm – pays off in the heat of the fray. No matter how prepared you are…you will ALWAYS be surprised!
DD Audio proves to be much more than just car stereo speakers with a series of live events for the Oklahoma City business community, the DD Audio #SpeakerSeries. Twice a year, DD Audio will invite interesting and exciting people to talk with audiences about visionary business tactics and innovative approaches to starting or running a small business, personal brand or passion project.
The first session of the 2019 DD Audio #SpeakerSeries events will feature Allison Candelaria, Owner of Soul Yoga. Candelaria will be interviewed by Kyle Golding, CEO of The Golding Group. The two will discuss how a passion for healthy lifestyle through yoga translates into a profitable studio, teacher training and mentorship programs.
Allison Candelaria is an internationally known yoga teacher and the owner of Soul Yoga. She is a contributing writer and expert for Yoga Journal, has been featured in Shape Magazine, Mantra Magazine and her studio has been voted best in the city multiple times. With over a decade of experience, Allison’s vinyasa flow classes are anatomically informed and uniquely incorporate myofascial release techniques to balance the mind, body and breath. In addition to her regularly scheduled classes, she teaches specialized workshops throughout the country, tailors private sessions to the needs of her clients and works closely with professional athletes incorporating yoga as cross training. Allison has lead multiple 200hr teacher trainings around the world in addition to contributing as a lead teacher with the Yoga Medicine brand founded by Tiffany Cruikshank.
Golding is an award-winning creative professional with 30+ years of business experience. He is the host of the Beers And Branding live events, co-host of the #NeoMarketing podcast and the #SaturdayMorningHustle podcast and social media video series.
Join us for a casual but informative conversation about inspired ideas and practical execution from Candelaria and Golding along with Q/A with the audience. We will also have door prize drawings, including chances to win DD Audio studio grade over-ear headphones, 1 month of unlimited Soul Yoga classes and a 3 month co-working membership at Project 3810. There will be plenty of time for networking before the #SpeakerSeries program with Q/A afterwards. Everyone will also have the opportunity to tour the Project 3810 facility and meet some of the people involved in the office, warehouse and co-working space for entrepreneurs, start-ups and small businesses.
DD Audio #SpeakerSeries Thursday, May 2nd, 2019 5:30 – 6:00pm Networking Happy Hour 6:00 – 7:00pm Q/A with Allison Candelaria, Owner of Soul Yoga hosted by Kyle Golding, CEO of The Golding Group Food, drinks and door prizes like DD Audio Headphones, 1 month of unlimited Soul Yoga classes and 3 months of free co-working at Project 3810Project 3810 3810 N. Tulsa Ave. Oklahoma City, OK 73112 405-437-4944 Free to attend with RSVP via EventBright: http://bit.ly/DDAudioSpeakerSeries3
The Golding Group is proud to collaborate with our partners DD Audio to present the #SpeakerSeries at Project 3810. Session Two featured Doug Iske, Owner ofJerky.complus a bonus StartUpOKC Happy Hour.
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DD Audio is much more than just car stereo speakers. Introducing a new live event for the creative community, the DD Audio 2018 “Speaker” Series. Twice a year, DD Audio will invite interesting and exciting people to talk with audiences about visionary marketing tactics, the use of technology and innovative approaches to starting or running a small business, personal brand or passion project.
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Our second DD Audio Speaker Series event featured e-commerce expert Doug Iske, Owner of Jerky.com the internet’s leading site for premium jerky and meat snacks since 1998. Iske was interviewed by Kyle Golding, CEO of The Golding Group.
Iske is an entrepreneur and highly skilled Internet marketer, selling jerky online for several years with great success. He has now turned his e-commerce business into two brick-and-mortar stores in Midtown and Chisholm Creek. A native of Nebraska, Iske startedJerky.comin Wichita Falls, Texas but moved the company to Oklahoma City in 2010.
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Golding is an award-winning creative professional with 30+ years of business experience. He is known for his No BS style of communicating as the host of the Beers And Branding live events, co-host of the #NeoMarketing podcast and his #SaturdayMorningHustle podcast and social media video series.
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Before the Speaker Series interview, StartUpOKC hosted a casual Happy Hour of food and free craft beer provided by Deep Fork Technology. StartUpOKC is where Oklahoma City comes to build skills, meet incredible people and launch successful startups.
Our CEO Kyle Golding was asked to present Focused Communication for Arts Organizations presented in the KOSU Studios in the Hart Building on Film Row as part of the 2018 Oklahoma Arts Conference in Oklahoma City. Here’s the description (outline below):The full presentation now available on YouTube.Art is for everyone, but your communication needs to be highly focused. Arts organizations should be creating multiple types of communication for different audiences for different reasons, such as event attendance, fundraising (individual and corporate), advocacy, and more. Effective marketing messaging needs to be focused, tailored, and specific to each audience and each action you’re attempting to create in order to best support and sustain your arts organization. Even though art is for everyone, you must be selective in your communication in order to be efficient. “Everyone” is not a target audience. Marketing that attempts to appeal to all doesn’t work. So, how do you stay inclusive in your approach and expand your audience while being specific and selective in your communication? Let’s talk about it. Artist, arts advocate, and professional marketing expert Kyle Golding will demonstrate the different ways for arts marketing to be focused on the best outcomes. Golding will present strategy, tactics, and measurements for highly effective communication to different stakeholders and supporters with the highest impact and with sustainable results.
You Are Not Trying Hard Enough (Sorry, Not Sorry)
Audience Development
Audience Segmentation
Customization of Marketing
% increase in effectiveness per level of customization
Names are easy, what do you really know about them
You are not Benjamin Franklin
CRM/Data Mining for budget effectiveness
Time
Money
Effort
Attention
Systematic Communications
NOT “that’s how we’ve always done it”RED FLAG!
Long-Term Development
People do not what to be Sold, even when they are trying to Buy (support)
What works with you?
Retain and Attract at the same time
Solid Base
Age out
Attrition
Other use of the $
Future Base
Slower
Less $, more time and attention
Will need them eventually
Best time to plant a tree
2 Way Conversation
Speak
Listen
Talk amongst yourselves
What Are The Reasons We Communicate?
Attention
Motivation
Conversion
Champion
Don’t Be A Cannibal
Specific communication allows for more
Adaptation / Customization
Messaging
Delivery Channels
Timing
No Cannibalization
Effectiveness
Better messages based on audience segments not “everyone”
Stronger relationships with each segment
Track and measure each segment, strategy, tactic, channel, timing, etc….
Allow everyone to think it’s “their idea” or “most important”
Art Is For Everyone. Communication Is Focused
Art is for everyone, but your communication needs to be highly focused. Arts organizations should be creating multiple types of communication for different audiences for different reasons: Event attendance / Fundraising / Advocacy / Brand Message
Event attendance
Buying tickets
Free events
Sponsors
Media
Fundraising Approach
Individual
Volunteers
Artist
Low $
Mid $
High $
Corporate
Advocacy
Stakeholders
Influencers
Brand Message
Basic Idea of your org.
Consistency is king
Can’t be bad (as long as it’s consistent)
Effective Marketing Messaging Needs To Be:
Focused
Tailored
Specific
In all three cases
To Each Audience
Segment
Demographic
Tactic or Channel
To Every Action you’re attempting to create (Call To Action)
Make available to happen
This is your problem, not theirs
Make easy
Complete the transaction (technical)
Legal (receipts)
Data generated
Say Thank you dammit!
A/B Tested
Control groups for all messaging campaigns
Measure
Find insights
Use them
Unless you have an unlimited budget, this will the best way support and sustain your arts organization. Even though art is for everyone, you must be more selective in your communication in order to be efficient. Use technology to your advantage by stealing ideas from big brands.
“Everyone” is not a target audience
Marketing that attempts to appeal to all appeals to none
Start with the basics
Most Likely First
Common Sense
Geography and other barriers
Preferred (gasp!) audience
So how do you stay inclusive in your approach and expand your audience while being specific and selective in your communication?
Core first
Most likely
Start 1 degree left
Start 1 degree right
Brand Pull
Champions
Quality
Bonus: PULL Marketing
What’s The Point?
Welcome to 2018!
Efficient and Effective Never Go Out of Style
This is what the audience expects – This is real life
The world is more, more, more but attention is less
Kyle and Pritch will be presenting a Crisis Communication workshop (1st time presenting together) in Minnesota 9/20/19. More details soon.UPDATE:Our flight out of OKC never happened. An electrical issue on our Southwest Airlines flight left us stranded at home with no way to make it to Minneapolis for the YMCA Marketing Conference on time. We apologize to the great people at YMCA and hope to find a way to offer our services at a different time.
Felicite Moorman will be a featured speaker on May 2nd, 2018 the 4th Annual Women In Tech Soiree. The Women In Tech Soiree serves the purpose of highlighting the supportive programs of technology, innovation, and education within women and diverse groups in Philadelphia. This event brings together some of the most talented, savvy, and passionate women in the city for an evening of knowledge sharing while mixing and mingling over celebratory cocktails.This year, the event will feature a panel of rock star women within the regional tech community, moderated byTiffanie StanardofStimulus. The inspiration from the speakers is designed to promote connection, collaboration, and success.
Branding For Start-Ups (Live) Special Episode NeoMarketing
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Highlight audio from the #ResultsJunkies North American Tech Tour in Stillwater, OK featuring The Golding Group CEO Kyle Golding speaking very specifically about how to create effective branding for your start-up. This special episode was recorded and edited by Sarah Zubair. Check out her YouTube channel. Sarah’s video edit of this episode is on our YouTube Channel http://bit.ly/GoldingGroupYouTube. The full 45-minute talk will be available soon.In less than 4 minutes, Kyle discusses Branding concepts with the live audience:
Branding is knowing who you are and how you will compete
Advertising is the outward execution of your Branding
Branding is the management of dichotomy
A division or contrast between two things that are or are represented as being opposed or entirely different
Branding concurrently connects with your BEST audience & separates your business from the multitude of competition (differentiation)
Specific but universal
Immediate with longevity
Should be able to stand the test of time, still be relevant and attractive 5, 10 and 25 years from now
On (or before) trend but not trendy
Branding cannot save a bad idea, product or company
Every week on the NeoMarketing podcast, The Golding Group partnersPritch Pritchard, APRandKyle Goldingbriefly (5-8 mins.) discuss best practices, latest trends and modern techniques for professional business communications including advertising, marketing, digital channels, social media, public relations and alternative options. Educational, informative and (hopefully) entertaining.
This week on the #NeoMarketing podcast we will be talking about “Branding For Start-Ups” from the recent presentations by our CEO Kyle Golding for the Stillwater, OK stop of the Paul Singh #ResultsJunkies North America Tech Tour and the NW-OKC Chamber #MarketingMonday workshops.“Everyone wants to know about Marketing and Advertising for business, but Branding is step #1. It’s where you start. There are a lot of misconceptions still about Branding. Especially when it comes to Start-Ups. Everyone wants to get so focus on the product and the idea. They want to launch so fast. They just want to get out in the world. Branding is ESSENTIAL for a solid launch, connecting with the right audience, getting the right feedback early so that you can position your product or service correctly to continue to draw the right audiences in the future.” – Kyle GoldingRecorded in the NEW podcast production studio on the campus of the University of Oklahoma. Subscribe to the NeoMarketing podcast on iTuneshttp://bit.ly/TheGoldingGroupand videos on YouTube http://bit.ly/GoldingGroupYouTube.
Every week on the NeoMarketing podcast, The Golding Group partnersPritch Pritchard, APRandKyle Goldingbriefly (5-8 mins.) discuss best practices, latest trends and modern techniques for professional business communications including advertising, marketing, digital channels, social media, public relations and alternative options. Educational, informative and (hopefully) entertaining. http://thegoldinggroup.com
“New year, same problem? ” Let us help you get a solid marketing and sales plan together for 2018 and beyond. Learn the fundamentals of both Marketing and Sales planning, how they tie together and how to identify which you actually have a problem with. The answer may surprise you.
A Small Business Series presented by the Northwest Oklahoma City Chamber to help Small Business Owners develop their marketing and sales strategies.11:30 AM – 1 PMMonday, February 12Monday, March 12Monday, April 9
at Project 3810, 3810 N. TulsaProject 3810 is a new flex space in Oklahoma City that is designed to provide as-needed space for entrepreneurs, including those needing light manufacturing and warehousing space, in addition to traditional co-working office space. Featuring Kyle Golding, Chief Strategic Idealist at The Golding Group. who brings 20+ years of business strategy, management and marketing experience in manufacturing, communications and entertainment. Entrepreneur, artist, disruptor.and David Curran, Growth Consultant with Sandler Training of Oklahoma, who is a Sales, Management and Leadership Consultant, Coach and Trainer.In this focused, three part session, you’ll understand the difference between marketing and sales, evaluate your current marketing and sales M.O. and develop/improve your strategies to get the most of the time and money you invest in marketing and sales.In this short, interactive class, you will have “homework”. Registration includes Class Materials, Video links for recordings of the classes, and Lunch all three days.
The North American Tech Tour stops in Stillwater, OK March 6-8. Angel investor Paul Singh brings three days of presentations on prepping for seed investment, lean startup methods, strategies of intellectual property and more to the Oklahoma State University campus. This includes a 45-minute Keynote by Golding Group CEO and Chief Strategic Idealist Kyle Golding “Make or Break Branding for Startups”. Branding concurrently connects with your audience & separates your business from the multitude of competition. A strong brand connects to the most specific target possible, not “everyone”. Branding bad-ass, Kyle Golding will walk you through the mechanics of creating highly-focused branding (concept, visuals and message) directed at the best target audience for your start-upClick here for more information.
