Unfortunately, when some people think of their business story, they think of a website’s About Us page. They think of “Our company was founded by Wilbur Harris in 1975… we now have offices in six states… we strive for the best in customer service.” This type of story is not only a bore to read, but it also is not compelling, entertaining or useful to your audience. Give them a better, more authentic business story by following these four steps.

Step 1. Define Your Immediate Audience. This might be trickier than it sounds. If your business provides outsourced IT services for other businesses, you might consider the end users of your services the real audience for your story. But who is the decision maker? It’s probably not the graphic designer whose computer you set up last week. It’s more than likely a business owner or someone who handles purchasing. Know who you are talking to before you open your mouth to tell your story. You probably have several audiences, so develop those personas to better understand who they are, what they want and what influences them.

Step 2. Ask Thought-Provoking Questions. Your story will not emerge from dates and names. You have to ask and answer some tough questions in order to get a good story. Try these on for size:

• What are some of the challenges you enjoy facing in your work?
• What have you learned the hard way?
• What kind of value do your clients get out of your product/service?
• How are you improving and growing your business?
• What is your best advice for your clients?
• What do you see as the future of your industry?

Conduct an interview like a journalist, digging and seeking to find what’s interesting and thought provoking. Think about what types of questions your audience would ask. Better yet, ask the questions your clients and potential clients might want to ask but won’t because they might seem too prying or tough.

Step 3. Determine What’s Compelling. Guided by your audience’s needs and values, evaluate your notes and answers and figure out what’s entertaining, useful and compelling. Leave the dry, boring details on the cutting room floor. Focus on what your immediate audience will consider share-worthy and moving. For the IT services business, it could be

• an obsession with the next big thing in technology
• how their crazy-fast response time saved one client a bundle
• how their love for equipment means they want clients to love it, too

Step 4. Define Your Angle. Before you start storytelling, write down the angle. To do this, take those things that are compelling and turn them into a statement or two. Don’t make your angle longer than two sentences, and the keep the sentences personal, brief and focused. This statement or statements will serve as your story angle and will guide your story development. That IT services business might see its angle as:

• “We are a small shop with big brains. Keeping up with technology for our clients keeps our clients on the cutting edge.”
• “Our clients need help fast and we deliver. In fact, our response time saved one company $25,000 in one day.”
• “We love technology and don’t want it to fail. That’s why we offer maintenance classes to clients so they can take the best care of their costly equipment.”

Now you can proceed with the storytelling, which can take a lot of forms depending on the best way to reach your audience. The important thing is that you’ve tapped into a strong angle that will reach your business story’s immediate audience. Happy storytelling!

(photo courtesy By jlz, Jukka Zitting, on Flickr)

Before we started spreading the news, we contacted Cook Biotech to be sure the company was on board for a little publicity. The Cook Biotech team was excited and engaged, snapping a photo of the award presentation and sending it to us for our use.

Randy Peters of Cook Biotech accepts the Sprinky Award from Wayne Flora of Brenneco Fire Protection.

Following our own advice when it comes to PR, we first posted the news through Brenneco’s own channels: blog, quarterly newsletter, Facebook, Twitter and LinkedIn. Next, we hit the more traditional route, contacting local media outlets, industry publications and organizations.

We are waiting to see what kind of media response we receive, but one big takeaway from the push was the interest it generated internally at Cook Biotech and Brenneco. Showing a client that their relationship with you is valuable and that you appreciate them is so important. A little PR love can show that kind of appreciation.

I love to run. It clears my head, gives me an excuse to meet up with girlfriends every Saturday morning — come hell or high water — and it helps counter the effects of my salt-and-vinegar-kettle-chip addiction.

Long-distance running also helps me at work. In honor of my love affair with running and the upcoming Mini Marathon on May 5, here are 4 ways running can help you market your business.

1. Networking is part of the game. Running is a social sport made up of people from different industries and backgrounds. During my 14 years of consistent running, I have found runners to be an ambitious, disciplined group who like to challenge themselves and have fun. Unlike many traditional networking groups, you aren’t paying a fee to get in, trying to look presentable or working hard to make connections. Instead, you are paying your way by pounding the pavement, sweating and working hard with your group, and making connections serendipitously. Those connections can turn into valuable contacts. Joining a local running group such Indy Runners or Carmel Runners is a great way to get started.

2. You gain smart, new perspectives. Chris Sikich reported on Frank Sullivan in this week’s Indianapolis Star. Sullivan has run the Boston Marathon several times and he’s wicket smart. He’ll be leaving his post on the Indiana Supreme Court to teach at Indiana University Robert H. McKinney School of Law this summer.

I’ve never run with Mr. Sullivan, but I’m sure that running alongside him would be thought provoking and insightful. When you run with someone for an hour or two, you really get to know them and have rich conversations. Use that time to discuss what you’re doing at work. Ask for others’ opinions. Find out what they’re doing to market their businesses. It can be eye opening.

3. It makes you smarter. Gretchen Reynolds reported for The New York Times that scientists are linking exercise with improved brainpower. She writes that research shows exercise can help with our thinking and memory well after we’ve showered up and headed into the office. I always feel a little smarter after a run. It boosts my creativity, curiosity and energy at work.

4. It enables covert market research. People on bikes are always on alert for risks such as cars, dogs and fellow riders. People in gyms may be moving and getting heart rates up, but they aren’t really going anywhere. Running helps you slow down and notice things. It gets you away from your computer screen and online research to do some first-hand observation.

Marketing takes creativity and an understanding of different personas. When you’re running, you’re covertly carrying out market research. You overhear conversations and visit new neighborhoods. You can create reasons for checking out where your audience lives and plays simply by wandering through on a run. A 9-minute-mile pace is perfect for observing something new.

My husband is a high school teacher. The idea of standing in front of teenagers all day— sullen, hormonal, judgmental teenagers — is scary. I remember myself as a high school kid. I didn’t give adults much credit. My interests and opinions were much more interesting. I couldn’t wait to graduate. As a 37-year-old woman, I now know that my parents, teachers and the rest of the world’s fine people are often smarter and more interesting than I am.

I am in the middle of reading The Hunger Games. Yes, it’s a young-adult novel. And no, I am not embarrassed that I am plain giddy about going to see the movie version next week. In the opinion pages of The New York Times this week, several authors and critics sound off on the popularity of young-adult novels for adult readers. While columnist Joel Stein says those over 18 need to stick to books in the big-person section of the bookstore, I firmly agree with book critic Lev Grossman. He writes that “young adult novels tend to emphasize strong voices and clear, clean descriptive prose, whereas a lot of literary fiction is very focused on style: dense, lyrical, descriptive prose, larded with tons of carefully observed detail, which calls attention to its own virtuosity rather than ushering the reader to the next paragraph with a minimum of fuss.”

Grossman’s description of young-adult novels sounds like good storytelling to me. Writers like Suzanne Collins of The Hunger Games understand not only how to tell a fast-paced, exciting, fantastical story, but they also seem to cater to the shorter attention spans of modern readers. Though I absolutely love getting lost in the description of a landscape or scene, I don’t always have the luxury of getting lost. Usually, I’m squeezing in time to read right before bed and packing in a lot of story in a short amount of time is attractive to me.

Waxing poetic can kill your story, whether it’s words on a book page, home page, blog or brochure. I doubt it was intentional, but I think teens have chosen some incredible, tightly woven stories to elevate from the young-adult bookshelf to the adult one. Maybe they could teach me a thing or two.

His might not be a household name like Eli Lilly, the IMA and the Eiteljorg, but his work for these Indianapolis icons and others is admired across the city every day. Sponsored by The Indiana Interior Design Coalition, the fourth annual event is a celebration of all the design industry disciplines, bringing together interior designers, architects, engineers and landscape architects.

A principal at Browning Day Mullins Dierdorf Architects since 1988, Hess is recognized for his design work on museum projects such as the Eiteljorg Museum of American Indians and Western Art, the Indianapolis Museum of Art, additions to the Children’s Museum of Indianapolis and the Indianapolis Motor Speedway. He also has extensive design experience with academic, religious, sport and corporate architecture. Some of these projects include IUPUI’s Herron School of Art, Butler University’s Lilly Hall, St. Luke’s United Methodist Church, and the Indianapolis Motor Speedway Control Tower. He also contributed his talents to the Eli Lilly and Company Global Headquarters project.

“From an early age, my aspirations turned toward architecture. I really didn’t have a clue of the full impact of that decision. It was a wonderfully naïve desire to design and build buildings, free from the realities of doing so,” Hess said. “I used to think the work was the building, the structure. But now I see it is really all the people it takes to transform an idea into something of substance.”

“The IIDC is building a scholarship program for students pursuing design or art careers. Jonathan is a wonderful example to these future designers. We are proud to recognize him during this year’s event,” says Connie Jung, IIDC board member.

Past winners of the Legends IN Design award include Sallie Rowland, Rowland Design (2009); Wayne Schmidt, Schmidt Associates (2010); and Walter Knabe, Walter Knabe Studios (2011).

The theme of my week here at Silver Square was definitely web strategy. I worked on web content, analyzed different competitors’ websites for clients, and this week’s podcast was all about web strategy (check it out, it’s a good one).

One of the elements that really stuck out to me, which I think is a great way to sum up the direction of your web strategy, is to define the tone of your site.

• Does it match your intentions?
• What is the tone of your competitions’ websites?
• Does it appeal to your customers’ needs?

Setting the tone of your site and messaging can actually be really fun. I discovered this during a conversation with a fellow Square as we were analyzing a site that is still in the early stages here at Silver Square. After a couple of other adjectives were discussed and thrown out during brainstorming, we settled on a competent/casual tone for the developing site. After the tone is set, be sure to incorporate the following (I will use competent/casual as the example):

• Dig deeper – write out exactly what competent/casual means. Include words and phrases that help define the terms. Keep the explanation handy and refer to it often moving forward.
• Check and recheck the tone as the design, content and call-to-actions are created.
• Keep it consistent.
• Get fresh eyes for perspective – have someone new proofread the content without telling them your intentions beforehand.

Defining your tone is certainly not exclusive for a new website. It should be clearly defined and used with all of you marketing and materials.

NIGHTCLUBS, MORGUES, HOSPITALS

(A comedy with Steve Martin.)

THE WIZARD OF AUSCHWITZ

(A concentration camp film with a feel-good ending.)

AUSCHWITZ AND ME!

(A musical. The follow-up to Springtime for Hitler?)

SHARP SHADOW ON THE WALL

(Arty noir film set in the 1940s with not a lot happening.)

The titles are intriguing and quirky, but they have no legs to stand on. They are simply interesting titles. Shaun’s post reminded me of what could be called “Taglines in search of a brand.” Unfortunately, these taglines do exist, finding themselves attached to brands in ill-conceived, arranged marriages. The real love connection between tagline and brand isn’t there.

Writers and marketers have to keep their eye on the brand ball. Too often, cleverness, creativity or oversimplification gets in the way of a tagline’s objective. That objective should be, at least in part, to let the consumer know what your brand delivers. Can you tell what kinds of companies these taglines are associated with or what they really deliver? (answers below):

• Thrive
• Your potential Our passion
• It’s time for clarity

A handful of brand taglines that I think really hit the nail on the head:

• American Dairy Association: Behold the power of cheese
• Bayer Aspirin: Bayer works wonders
• Bounty: The quicker picker-upper
• Delta Airlines: We love to fly and it shows
• FannieMae: Our business is the American dream
• Lay’s Potato Chips: Betcha can’t eat just one
• New York State Division of Tourism: I love New York
• Visine: Visine gets the red out

I probably didn’t even need to include the company names above. These taglines aren’t in search of a brand. The connection between the brand and what it delivers is clear. Take a look at your own tagline, if you have one. Is it a string of words put together to tell your audience what you can do for them or does it just sound cool? Is the tagline memorable and clear, or is it overcomplicated, relying too much on mystery to intrigue your audience? (Lose the mystery. Give them an answer.)

Check out Lists of Note. It’s always a fun read. And without further adieu on those three not-so-successful taglines (answers):

• Kaiser Permanente: Thrive
• Microsoft: Your potential Our passion
• KPMG: It’s time for clarity (Oh, the irony!)

Here are a few things Mr. Prine’s song lyrics have taught me just about marketing.

From “Dear Abby”

You are what you are and you ain’t what you ain’t.

When you’re telling your story, tell it like it is. You know what makes your service, product and team “better” than the competition, so focus on those things without comparing yourself to those other guys. Tell your story instead of telling someone else’s story with more emphatic adjectives. Ad, press release and website copy that promise something truly “unique” is a farce unless you can back it up, so back it up. Don’t try to be all things to all people — unless you are, of course. Keep it real in your branding message and your actions.

To get to your authentic story, ask yourself things like:

• When someone comes to my website, what three things do I want a visitor to learn about my company?
• In five or fewer words (with not more than one adjective), what does my product/service give clients/customers?
• What is that thing about my company that I think is sexy but probably no one else would? (Someone else does, and that’s who you want to connect to.)
• In five or fewer words, how do I describe my relationship with clients/customers?
• What are my business’s top three values?

So listen up Buster, and listen up good

Stop wishing for bad luck and knocking on wood

Marketing sometimes calls for some tough love. I have never met a client who came into a relationship with Silver Square with a negative attitude. Typically when someone is ready to do something about how well they are marketing their business, they are jazzed about moving forward. Successful marketing takes momentum, vision and smarts. You can’t do it without a positive attitude and you can’t rely on dumb luck. Get yourself in the right frame of mind before you commit to a marketing direction or tactic.

From “It’s a Big Ole Goofy World”

Kiss a little baby

Give the world a smile

If you take an inch

Give ‘em back a mile

This is pure content marketing. Give, give, give. Show your audience your value by giving them something of value. Use your blog to offer them tips to make their jobs easier. Offer up an online guide that helps readers evaluate why or why not you could be a good fit for them. Share your favorite web resources so others can use them, too. Show your audience and grow your audience by giving something of value in your marketing.

Cause if you lie like a rug

And you don’t give a damn

You’re never gonna be

As happy as a clam

You have to act. Marketing takes consistency, time and energy. It won’t work unless you’re willing to get up and get going. To stay on track, you need a plan with real deadlines based on what is practical for you and your team. This can include an ad calendar, a blog editorial calendar, a newsletter editorial calendar or a social media calendar. Set those deadlines, divvy up the responsibilities and get marketing.

The music of John Prine can inspire you in so many ways. Listen to albums Bruised Orange or Sweet Revenge for a taste of his genius.

Thanks to Pinterest,

I can now think of my kitchen as a collection of pin boards instead of a tacky restaurant. If you haven’t ventured onto this charming social media site, check it out. It’s driven by images, all neatly stacked in columns and populated by nearly 5 million users. Like Twitter and Facebook, you can find friends easily and follow who you want to follow. Like Twitter, you can search for content to explore the pinned pictures and videos of millions of users.

Copyblogger recently published a great post on using Pinterest to market your business. It’s full of tactics (56 exactly) for novices to “old pros” of the youngish website. Check it out to get started pinning, commenting, tagging and all the rest.

To me, one of the distinct values of Pinterest is its ability to tell your story in pictures — like my gaudy kitchen. On Pinterest, you organize your pins through boards, like pinning a photo onto one of several corkboards. Goats and cows go on the “farm love” board.  The cover images of The Story of Edgar Sawtelle and The Bells go on the “books I love” board. Vintage clothes and recycled-parachute handbag images go on the “repurposed” board, and so on. Suddenly, you’ve told a story about yourself.

When people come into my kitchen for the first time, they are probably forming some opinion about just who I am. There are finger-painted paper plates strung across one wall, a Moby Dick illustration, a Pike Place Market poster, a portrait of my dog that my mom painted, several takes on The Last Supper (including a Warhol version) and an old photo of an 50s-era theater in Bells, Tennessee.

If I were marketing my personal life, I would put this odd-ball mix of images on Pinterest. You can use Pinterest the same way for your business. Think about what images help tell your story. Figure out what kind of images or videos your business can create and what you can comment on. Make connections and share your story in a new way. Happy pinning.

I recently read a tweet that talked about a new service offered by TED. You may be familiar with TED, the collection of filmed talks that feature “ideas worth spreading”. Recently TED released a new service called TED DVD which allows people to create something I like to call the “idea powered mix-tape”. The service allows people to build their own custom DVDs by selecting videos from a selection of TEDTalks.

You might remember creating a mix tape of romantic songs for the object of your affections. With TED DVD you can create a mix-tape of ideas for someone you admire (right in time for Valentine’s day). In the spirit of the original mix-tape, TED DVD imposes some limits – mainly, 6 talks per DVD and your DVD can’t go over 60 minutes. One more constraint is that only a selection of talks make it to TED DVD. Though I couldn’t find all of the really great TED Talks found on ted.com I did collect the following to help you create a really stellar idea powered mix-tape.

• Seth Godin on the tribes we lead - [link]
  Check out Seth Godin’s latest TED talk on the characteristics of the new tribal social unit we now belong to thanks to the Internet.
• Jamie Oliver’s TED Prize wish: Teach every child about food – [link]
  This one was suggested by Raquel. Jamie Oliver believes in the power of food, how it can hurt and heal. In his talk Jamie attacks the ‘food landscape’ we’ve created which leads children to a host of health problems.
• Birke Baehr: What’s wrong with our food system - [link]
  Since we’re talking about food, we have to talk about the food system. This short video might help if you’re running out of time on your dvd. Can you believe that this talk was done by an 11 year old? Let’s hear it for this young toastmaster.
• Shekhar Kapur: We are the stories we tell ourselves - [link]
  Where does creative inspiration spring from? How do you unleash your inner storyteller? This TEDTalk promises to deliver on both counts.
• Malcolm Gladwell on spaghetti sauce - [link]
  This talk, from the author of Tipping Point, has gotten over a million views on ted.com, possibly because of his awesome hair.
  
• Paul Stamets on 6 ways mushrooms can save the world - [link]
  Paul Stamets talks about something I find intensely interesting  - mycelium fungus which can metabolize pollutants in soil. Mycelium was able to turn soil as polluted as samples from the Exxon Valdez oil spill into safe and lively soil capable of sustaining life. Now that’s what I call inspiration!
• Stefan Sagmeister: The power of time off - [link]
  I included this as a lot of the victories we share on Monday morning in the office center around time we’ve taken off.

I hope that this Valentine’s day you can give a gift that isn’t corrosive to the teeth and is conducive to new ideas. Give an ”idea powered mix-tape”.

If you have been down to the Super Bowl Village, you probably have seen the fleet of slick Super Cars donning NFL franchise team colors and logos. (If you haven’t been down to the Village, run! Don’t walk! It’s worth it just to see and hear the zip-liners flying and yee-hawing overhead.)

Those cars were downtown until yesterday, when they made their way to communities outside of Indy including Carmel. The San Francisco 49ers car is parked right inside the Indiana Design Center’s reception area — on an oriental rug, of course. Super Cars are located at select Celebration Sites around Indiana, as far away as Muncie and Lafayette. Incorporating some social media marketing, you can use the Super Bowl XLVI mobile app and FourSquare to check in at Super Car locations to unlock prizes and rewards. It’s been said often, but the planning and execution so far have been exemplary and I’m truly proud to be a part of it.

I mention this obvious tip as the news breaks that Mark Wahlberg gave an interview to the Men’s Journal and in it speaks about 9/11 and how he could have made a difference if he were on one of the planes.

“If I was on that plane with my kids, it wouldn’t have went down like it did. There would have been a lot of blood in that first-class cabin and then me saying, ‘OK, we’re going to land somewhere safely, don’t worry.”

The subject isn’t completely out of left field as he was originally scheduled to be on one of the planes that crashed into the World Trade Center. (He cancelled his ticket and actually flew to his destination a week early.) Not surprisingly, however, his comment is now flying around the news outlets and Twitterverse, and people are not appreciative of his opinion.

Not smart Marky Mark, not smart at all. If you are like me and like to learn from pop culture examples, check out this Forbes article about other PR lessons you can learn from celebrities.

***Welp, before I could even post this blog, Wahlberg apologized for his comments. Lesson learned?

Lindsay Manfredi is the president of Linzstar as well a co-founder of Girls Rock! Indianapolis.

Yeah, sounds pretty catchy, huh? But this isn’t some little place to catch some pop…as in soda. And of course, as the musician of the bunch…I bring to you…The Pop Machine. The Pop Machine is a boutique audiophile-recording studio located in the Broad Ripple-Glendale neighborhood of Indy. The Pop Machine opened in January of 2000 and was designed by Terry Monday of Monday Designworks (who is also a partner), and is run by brothers, Eric Klee Johnson and Marc Johnson. What’s so cool about this great studio is that it’s worked with emerging recording artists to legendary recording artists.In 2011 alone, The Pop Machine hosted recording sessions for Airborne Toxic Event, Cut Copy, Foster The People, Matthew Sweet, Rome from Sublime, They Might be Giants, Yo Gotti, and local modern rock station X103. Several well-known Indy bands such as The Fuglees, Jane Jensen, Jon McLaughlin, Neon Love Life, Picture Yes, Stereo Deluxe, Virgin Millionaires, and Xero Sum have also joined that list. The Johnson brothers have worked with The Avett Brothers, Chevy Downs, The Dandy Warhols, Jurassic 5, Mat Kearney, Pat DiNizio, Supergrass, Tiffany, and John Waite. The Pop Machine has been featured in Mix®, Pro Sound News®, Blender®, and Audio Media® magazines and has been seen on PBS, EQtv, and A&E Biography. The Pop Machine hosts My Old Kentucky Blog’s “Blog Radio” show heard weekly on Sirius XM® Satellite Radio (XMU, XM Channel 43, Sirius Channel 26); webcasts can be viewed online at www.laudromatinee.com and www.thepopmachine.com. My band, Neon Love Life, is working on our second LP here, and we consider The Pop Machine hands down, one of the most professional studios around! Go music!

Michael Kaltenmark is the director of web marketing and communication at Butler University and the caretaker for local canine celebrity Blue II.

Navigate the streets of Indianapolis these days and it appears that 2012 might just be the year of the bicycle in the Circle City. Within the last year alone, the “Crossroads of America” have been outfitted with enough bike lanes to double what previously existed.Not to mention, recent months in Indianapolis have brought more community cycling events, new two-wheeled initiatives by the Mayor’s office and continued USA Cycling Collegiate National Championship trophies from Marian University. What’s more, there are lots of great bike shops in Indy offering years upon years of professional knowledge, service and experience. So where should you turn for your cycling needs? The top of the list is a good place to start, so hit up A1 Cyclery on Indy’s west side.Owner Chris Wiggins and his crew are all about people, bikes and putting the two together. Whether you ride for sport or pleasure, with training wheels or carbon discs, along sidewalks or mountain ranges, the guys at A1 won’t judge. And their expertise isn’t confined to store front as Wiggins has embraced the advent of social networking. So find them online, on the left side of town, and pedaling two wheels because with A1 Cyclery, you’ve got friend in cycling.

Jacob Schpok is the state director of the Indiana Small Business Development Center

A year and a half ago, I became an uncle and reentered the world of toy shopping. I hardly ever interact with kids, so my knowledge of children development and appropriate toys for different ages is limited. That’s ok though, so long as I have the sales staff at Mass Ave Toys to rely on. All they require is an age, sex, price range, and if I’m looking for something that ships well and they point me to the right toys. Mass Ave Toys only stocks their shelves with plaything that educates and develops minds. This is a small business that understands how to compete against big box stores and online retailers.

Peter Dunn is personal finance author and media personality Pete the Planner

I appreciate attention to detail. And so do the owner’s of Pizzology. Neal and Lindy Brown have crafted the perfect restaurant. The food has fresh local ingredients prepared so artfully that you’d swear they were somehow cheating. But they aren’t. While the pizza is the best in town, their mussels, gnocchi, and salads are equally spectacular. Their wine list is well appointed, and they have a great craft beer selection. But here’s what sets Pizzology apart from its competitors: They have a very educated and friendly staff. The servers understand the menu, and they know what the ingredients are. The passion for food that Neal and Lindy Brown have is manifested always on display with their efficient and talented staff. This is why I love Pizzology.

Brent Joseph is the president of King David Dogs

I am a bit biased, but I would like more people to know about my business, King David Dogs. The King David brand of hot dogs was originally developed by Hene Meat Company in Indianapolis. The Hene brothers (Paul and William Hene, my great uncle and grandfather, respectively) started the company in the early 1940′s in downtown Indianapolis and eventually created a signature all-beef 1/4 lb. hot dog that was sold in grocery stores and delis all around the city. The Hene Meat Co. continued to serve the Indianapolis area through the early 1990′s. In 2006, my wife Hannah and I resurrected the brand and opened a hot dog restaurant in downtown Indy, serving King David Dogs in steamed poppy seed buns, with toppings ranging from traditional Chicago style to pineapple salsa, bacon, jalepeno mustard and fried eggs (not all on the same dog!). In 2008, we opened a licensed location at the airport. In 2011, we moved from our original downtown location to an expanded space.  What is special about King David is that it is a great hot dog served with a side of Indianapolis originality and history. The brand has been in my family for over 70 years. When we started the restaurant, I had to have the one surviving copy of the recipe for the dogs translated from the original German notes of my great uncle. I am proud to be the safekeeper of such an important family asset such as the King David brand, and I am even prouder of how we have grown in the last five years. In the future, we hope to expand our wholesale and catering opportunities, so that people from Indiana and beyond can taste a true “Indy Original.”

Hannah Joseph is a partner at Joseph and Turow, PC and an adjunct professor at IU School of Law in Indianapolis

AppealTrack is a “software as a service” company that has developed an innovative software solution for professionals that handle property tax appeals. AppealTrack is the quintessential “SaaS” success story. The founder, Doug Collins, was hired as a consultant to identify ways to assist a property tax appeal firm improve operations and efficiency. The outgrowth of that project resulted in a custom software solution that was so effective and helpful to his client, Doug realized that he was on to a potential big idea. Doug then spent the next year making the software scalable and marketable so that it could be sold to different types of users, including law firms, property tax professionals, commercial real estate developers, and other businesses that either had many real estate holdings or managed a number of appeals of property tax assessments. The result has been a home run. Doug identified a unique problem – namely, the difficulty in managing a very complicated internal and external process of real estate property tax appeal. He then crafted a solution, and was able to effectively target a niche customer base that would benefit from the demonstrable ROI AppealTrack can deliver. What is so exciting about what Doug is doing is that it shows that there are great innovations that become successful right here in Indianapolis. There is a growing community of tech start-ups in Indy, and AppealTrack is a great, somewhat under the radar, success story. This SaaS offering may not involve any of the buzzwords that most people think are so sexy like “SEO” “crowd-funding” and he certainly isn’t “occupying” anything. However, in the last year, AppealTrack’s revenues are up over 190% from the prior year. AppealTrack is a fantastic representation of Indy’s small but vital tech community doing interesting things worth watching.

Rafael Sanchez is a partner at Bingham Greenebaum Doll, LLP

If you live in the Carmel, Noblesville, Fishers, or Westfield area, and are looking for a positive, after-school activity for your child, look no further.  Master Yoo’s World Class Tae Kwon Do (“Master Yoo”) located at 14765 Hazel Dell Crossing, is not just your average, run-of-the-mill martial arts class provider; it’s much, much more.  In addition to being a leading provider of martial arts instruction for both adults and children, Master Yoo really excels at being a fun, family-friendly, learning environment.  I first stumbled across Master Yoo at the Fishers Freedom Festival, where they had a booth and offered a free class for my son.  All it took was one class and we were sold.  My son loves it—and I can certainly understand why.  Not only does he get to learn martial arts in a fun and encouraging environment, but they teach him many Korean terms and conversational phrases.  My son’s first overnight stay away from the home was at Master Yoo’s “Confidence Camp”, where they help children build better focus and confidence (away from mommy and daddy).  He absolutely loved it.  Master Yoo routinely has special events, such as “Movie Night”, a Halloween Party, and its annual family picnic, which is very well attended and organized—you definitely don’t want to miss it. Master Yoo is a great example of how businesses can really flourish by simply going the extra mile for its customers.  It could decide to only offer martial arts classes and leave it at that.  But it doesn’t.  It’s no wonder Master Yoo could use more physical space.  The word is out and new customers are flocking in.  Having a family-oriented business like Master Yoo is great for our community and other businesses should take note and perhaps consider slightly expanding their core services in a creative way, in order to better serve their customers.

Amy Kwas is the Executive Director of the Indiana Chapter of the Leukemia & Lymphoma Society

How many times have you had a business lunch and couldn’t hear anything?  Rest assured that this will never be an issue at one my favorite new local businesses!  Chef Joseph’s at the Connoisseur Room features Chef Joseph Heidenreich, formerly of Agio.  The food he prepares is unique and palate-pleasing, and the ambiance the proprietors have created allows you to enjoy a great lunch while getting things done. They’re socially conscious, too.  The proceeds of their opening days were given to The Leukemia & Lymphoma Society and the Indianapolis Arts Council.

Adam Decker is a partner at Veros Partners

Flat 12 Bierwerks is one of my favorite local businesses. Bottom line, I love their beer. These guys know what they are doing. But it’s not just their beer that makes them a business I love. It’s their commitment to creating awareness and interest in both craft beer and their brand. As a craft beer junkie, Flat 12 hits the spot. Their lineup of “Classics” is their core beer recipes from which many of their other variations are derived. All of their Classics are great – from a first time craft beer drinker to a seasoned craft beer connoisseur, the lineup appeals to a broad base. Their many seasonal selections make every visit a new experience as well. In addition to the beer, the brewery has a small community feel to it. Customers don’t just come and go…they stick around and chat with one another and sip on a sample or two. And if you like challenges, see what it takes to be a “Hop Star.”

Patti Brennan is the principal at Lucas Communications

Surroundings Located at 1101 East 54th Street, next to Mama Carolla’s, this eclectic shop is an antique lover’s paradise. Shoppers will find a myriad of unique treasures and one-of-a-kind finds, from collectible furniture (imported coffee tables, wing-back leather chairs, hand-inlaid maple chests, even ornate stone benches for the outdoors), to exquisite chandeliers (check out the green glass and cobalt blue!), to blood-orange aromatherapy candles and original oil paintings. Then there’s the unusual. A monkey pitcher. Urn-shaped footed Italian canisters. Venetian-style and art deco mirrors. A spotted white owl vase. Mercury-glass bird candle holders. A visit to Surroundings is always an adventure! There’s something for everyone. Best of all, the inventory is constantly changing.

Mike Donahue is an executive coach at Newgrange Consulting

I’m recommending Priority Physicians, a concierge primary care medical practice. Members (patients) pay one annual fee for service; the relationship between patient and doctor isn’t limited or restricted by an insurance provider. I’ve been a member of Priority Physicians for four years. The docs in the practice offer two things that most medical practices can’t afford to offer in the US healthcare system. The first is the level of care they deliver. Annual physicals take a couple of hours; they’re comprehensive and the doctors aren’t constrained by the need to see another patient waiting in the exam room down the hall. The second is the level of service. When I call, I speak to a doctor, not their assistant. I don’t have to wait weeks for an appointment either.  They routinely offer same-day appointments and make house calls if needed.  If I need to see a specialist, my doctor is there with me serving as my advisor and my advocate. If that’s not enough, they serve a terrific cup of coffee.

Sarah Newhouse is a consultant at MAXIMUS

Dining out is instantly improved when the rules of a cuisine grant me permission to abandon utensils to eat with my hands, and when sharing dishes with the whole table is encouraged. I like feeling connected to my food, and the people I’m sharing it with, and these small acts feel intimate and communal in a way that is right up my alley. Thus, MaMa’s Korean Barbeque was a total find for my sensibilities. The restaurant’s namesake typically sits near the front door, with a close eye on the dinner rush, and a gentle smile for patrons as they enter the restaurant. Guests are seated at a private table containing a charcoal, open fire grill, where meats and seafood are cooked throughout the meal by diners. About a dozen Korean side dishes (kimchi, marinated or pickled vegetables, and fish cakes, to name a few) are offered in small bowls for the table to share, and can be wrapped up in lettuce leaves with the grilled items and rice, to be eaten as wraps. I love this food, whether for the full grill experience, or just to pop in over lunch for a bowl of bibimbap. When I look around the restaurant at other tables eagerly analyzing their side dishes, or when I see my husband close his eyes and let out a long hmmmm, as he has a first taste of a marinated vegetable that’s new to both of us, I know I’m not the only one who understands the exceptional experience that is MaMa’s.

Tiffany Benedict Berkson is a writer, researcher, and founder of Historic Indianapolis

Started with funds provided by Eli Lilly himself, Indiana can be justly proud to claim to be home to the second largest preservation organization in the country. And that’s second only to the crème de la crème, internationally respected, National Trust. They recently celebrated their 50 year anniversary and moved into their new home, the Indiana Landmarks Center at 12th & Central, in the historic Old Northside neighborhood. Formerly the home of the Central Avenue Methodist Church, and visible by anyone who passes through the city on I-65, it’s gleaming gold caps (during the day) and the glowing and changing colors radiating from the top windows (at night) rarely go unnoticed. A lasting legacy from the Cook Family of Bloomington and a fitting home for an organization that helps revitalize communities and reconnects us with our heritage. You likely don’t even know how many magnificent rehabilitated buildings you pass in Indianapolis and elsewhere in the state (West Baden Springs Hotel, anyone?) that Indiana Landmarks played a large part in revitalizing. Love them!

Patricia Wachtel is the President & CEO at Girls Incorporated® of Greater Indianapolis

Santorini Greek Kitchen is one of my favorite local businesses because it is owned by die-hard entrepreneurs who really get what it means to be part of the community—and are truly excellent at running a restaurant. Founded in Fountain Square, Santorini’s immense popularity soon forced owners Taki & Jeannette Shawi to expand. Rather than leaving the neighborhood, several years ago they worked with Local Initiatives Support Corporation to develop an improved location at 1417 Prospect Street. The new location transformed a former neighborhood eyesore into a little slice of Greece right here in Indianapolis. Santorini’s visual appeal is almost as great as their food. Tragedy struck in 2010 when the restaurant experienced a devastating kitchen fire that caused extensive damage and put them out of business for months. Again, Taki & Jeanette stuck with their employees and neighbors. They have re-built Santorini, and it is as wonderful as ever. For some authentic and delicious Greek food, wonderful service, and a charming atmosphere, you cannot beat Santorini. Stop by to see Taki & Jeanette any time!

Chip Maxwell is the director of sales at Anacore

When my wife and I got married, I didn’t consider myself a foodie. She introduced me to a lot of cuisine her family had discovered from around the world, usually prepared in the comfort of our home. When it came to restaurants, though, I was still learning. I knew I liked sushi, for example, but H2O showed me it could really be an art. I knew I liked bars and beer, but Brugge’s gastropub elevated that experience to a new level. And I didn’t understand about amazing service and remarkable cuisine until I met Neal and Lindy Brown. When we went to the opening of L’Explorateur, their Broad Ripple fine dining concept that opened in 2006, my mind was officially blown. Never had I experienced such intense flavor, incredible wine pairings, and 5-star service — especially in Indianapolis. The great recession hit many such restaurants pretty hard, but the Browns showed their versatility by shifting gears with Pizzology, the city’s favorite pizza joint. The service levels were no different, but now you could take your kids OR go on a date. And eat at a Brown restaurant a few times a month without breaking the bank. Finally, we now have The Libertine, a downtown cocktail bar that brings the same refinement and wonderful ambience to the revived art of mixology. Indianapolis has some real institutions: The 500, The Children’s Museum, and about a thousand war memorials. But there are very few brands – especially consumer-facing – on which we can hang our hats. Engadget’s Ryan Block suggested that people felt such a strong emotional connection to Apple products, because using them makes the owner’s needs feel understood. I feel the same way about dining at any of the many restaurants that Lindy and Neal have helped create: the food, the drinks, the service, the ambience… all of them make me feel like someone knows what I want, and they went out of their way to give it to me. Here’s hoping we’ll continue to see more of them in the future.

Jeff Medley is president at Netfor

Although this may be self gratuitous, Cassandra (my wife) has a noble part of her small photography business that targets special needs kids. Her website is www.medleyportraits.com and she even has a certification explained on the site for this type of work. She got into it because my son Noah is Autistic and he and a lot of kids he goes to therapy with are difficult to photograph and therefore their parents have a disproportionately low number of “good” picture of them.

Despi Ross is the manager of creative media design and development at The Children’s Museum

Launched in September, this up and coming online startup, rooted in Indy, is offering stylish streetwear that appeals to robot-lovers of all ages. At robotowear.com you can find t-shirts, hoodies, polos and hats as well as a blog that chronicles the brand’s roots in fashion, hip hop culture, toys and of course, many, many robots. (Don’t forget free downloadable goodies for your smartphone!) At the end of its first 6 months, RobotoWear is turning its attention to local partnerships and a spring line that will bring new colorful styles to the brand. In addition to outfitting geeks in Indy (and everywhere), the company also gives a portion of its proceeds to charity, having supported the American Cancer Society and Toys for Tots in 2011.

Evan Bedel is a financial planner at Bedel Financial Consulting

In my opinion, an organization that deserves more recognition, and is near to my heart, is St. Vincent New Hope Community Outreach. New Hope is a subsidiary of St. Vincent hospital, yet has few commonalities. These individuals are mental health counselors, and case managers, who specialize in home-based services for families who have had their children taken away due to neglect, child abuse, drug abuse, domestic violence, etc. These individuals work with both the children and families; the court system and DCS (Dept of Child Svcs), to determine if the family environment is suitable for custody reinstatement. Not to be over-the-top, but they are in the trenches everyday and are determined to improve the lives, habits, parenting skills and lifestyles of these families. Imagine starting a relationship with a new client who is filled with anger, confusion, and misdirection from the beginning. These therapists have an uphill battle from the beginning, but are always determined to do what is best for the family. I am biased, because my wife, Abbe Bedel, is a licensed mental health counselor for this organization and I see her fight everyday. There may be organizations more deserving of recognition, but in my mind St. Vincent New Hope gets a vote.

Bruce Kidd is a senior vice-president at Walker Information

The Indy Acoustic Café is not a café at all but rather one of the best series of live acoustic musical artists, from all over the US, performing here in Indy at the Wheeler Community Arts Center in Fountain Square. Artists include performers who have been in name recognized bands and are now on their own, while others have loyal followings from touring all around the US in small venues, and still others have written songs for other more recognizable artists and come to the Acoustic Café to perform their songs. Performances are each month and ticket prices are extremely reasonable to see high quality artists.

Neal Brown is the self-proclaimed chief minutiae officer at neal brown Hospitality Group, a co-founder of Dig IN – A Taste of Indiana, and mentioned several times by other people in this post.

Drop off your shoes for a shine with the likes of Peyton Manning and Mitch Daniels, and while you’re there, get a clean-up trim for 5 bucks.

Andrea Crawford is the producer of broadcast and interactive properties at Inside Indiana Business

One of my favorite businesses in central Indiana is BlueMile. Full disclosure: I work there part-time, but I was a customer long before I became an employee. BlueMile is a specialty running store with a focus on any fitness level. Seasoned runners, beginners, walkers or anyone interested in fitness and staying healthy. I first found out about the store (formerly known at the Running Company) when I signed up for my first Mini Marathon four years ago. At that point, I was not a runner. In fact I actually loathed running, but I signed up for the Mini on a whim and decided I needed some help. That’s where BlueMile came it. I joined their spring training program with a friend, got set up with the right pair of shoes with the help of their video gait analysis and I was on my way. During the training program, store employees and even one of the store’s owners coached us and answered every random question we had about running a half marathon. Questions like, what kind of socks do I wear? Why can’t I wear cotton sweats to run in? What is BodyGlide and why should I use it? They took each question in stride (pun intended) and educated us along the way. In the end, we survived our half marathon and went on to run many more. All with the help of BlueMile. Yes, you can find lots of places to buy a pair of running shoes, but what really makes BlueMile unique is the people there to help you along the way.

Nicole Bickett is the president of VisionBridge

My new favorite local business is Sonata Café, located in downtown Carmel (http://sonatacafebarart.com/). We tried this little gem a few weeks ago and have been back three times since then! Sonata calls themselves “diversity and sophistication mixed with an artistic environment.” You can dress up to eat upstairs in the bar area and enjoy wonderful Spanish tapas and drinks overlooking Main Street. Or, you could park your bike after your Monon trip and have the same delicious food and a gourmet cup of coffee downstairs. Our favorite dish on the menu is the potatoes, but I love every new dish I try including the yummy desserts. The service is also top notch!

Liked this post? Be sure to check out 18 best places in Indianapolis for a lunch meeting

It has been a couple of days, so I have now had time to cool down from the excitement of the birth of Beyonce and Jay-Z’s first baby, Blue Ivy. For many, the name stirred debate and judgement. (Remember those 5 hours when the tabloids were reporting it to be Ivy Blue??? Now that is a silly name!) Still for some, mainly an event planning company in Boston, the name was cause for practice in real time marketing.

The company shares the name Blue Ivy and according to reports, prior to the birth of the instantly famous baby, appeared first with a Google search of the same two words. Following the announcement, the company saw the opportunity for publicity and ran with it. A congratulatory picture was added to the company’s homepage and the owner made the tabloid rounds.

TMZ spoke with Veronica Alexandra who said, “Clearly great minds think alike, and who better than our Blue Ivy to plan events for B&J’s Blue Ivy!?”

It is impossible to plan for marketing tactics like these. That is why Blue Ivy Events should be applauded for seizing the opportunity. For those companies wondering when it will be their turn, remember this: Jessica Simpson, Lisa Loeb, Kourtney Kardashian, Maggie Gyllenhaal and Molly Sims are all pregnant!

*Mac users replace Ctrl with Command

While the company named the economy as the main culprit in its decision to file, I have to wonder — or at least hope — if this isn’t a sign that people are turning away from the garish design of Hostess packaging and indecipherable ingredient lists. I’m no angel, though. I am a sucker for packaged snacks that look and sound earthy. I have a stash of Barbara’s brand multigrain cereal bars (tucked inside burlap-looking packages), those gritty Kind bars (how could they be bad when they are kind?) and Clif brand anything (I am an adventurer, scaling a rock face!).

Emily says I’m practical unAmerican in my dislike for Hostess. But I am happily swayed by tasteful packaging and snacks with whole grains. Whose side are you on?

These tips are for those moments we’ve all had. Call it self-doubt. Call it scared. Give it whatever name you want but it still boils down to finding yourself in a situation that is hedging against what you know you are and what you know you can deliver and figuring out how to turn your situation around. Sounds simple when you put it like that, right?

Like you, I’ve been there. Luckily I have created a few tactics that always turn my thinking, ideas, momentum and drive back into the passion I know will bring the project to fruition the way it should. Using one of the below tips may do the trick, or, it may take a combination. I know it works for me, so I’m hoping you find some nuggets of inspiration too.

1. Keep your self talk positive. I always feel a little goofy giving this advice because I’ve ran across a handful of people who find this type of perspective pure craziness. I find it works miracles. OK, not miracles, but combine it with a strong dose of perspective and this is at sure fire way to at least bring yourself back to center and regain your ability to set a plan.

2. Keep an honest perspective. Number one and two play really well together! How many times have you shifted your perspective to match an expectation? Come on, I know it’s been at least a few times. There are times when you have to step back and just look at your project with new eyes. I took at art class once where my instructor advised us to step back and look at our painting at a distance… to “stop making out with it.” So true. We’ve all been way too close to a situation to appropriately address it. Bring yourself back to the proper perspective before diving in to move forward.

3. Ask yourself what Kaus would do. Replace the name Kaus with a name that works for you. Kaus happens to be my husband, and we think of and think through projects totally different. He’s got a great knack for removing the emotion and making the right decision. If I get in a big jam, I often ask myself, what would Kaus do? While I cannot actually think like he does, slowing down and making myself revisit my situation with his lens as mine helps.

4. Write it out. This tactic really helps when you are hesitant to begin a project because it’s so massive or so important that you’re scared you’ll screw it up. When I get like this, I write it out. I write out exactly every detail of how I want it to work. My best case scenario in paragraphs helps me realize these are all steps and work I can do… and do it.

5. Take a walk. Sometimes the only way to do the first three from above is to remove yourself from the situation and get out. Walking is proven to clear your mind and help you produce ideas. It’s free, you can do it anywhere, and it’s got some health benefits to boot.

That’s it. Those are my best tricks… what are some of yours?

Tide saw the issue (and the solution) as an opportunity for some do-gooder marketing. This is not an official term, just one I am using for the purpose of this blog. With its agency Leo Burnett, Tide created a reusable bag that also doubles as a grocery list. The user can write all over the bag and then wash it clean with Tide, of course.

With the over-usage of plastic bags in the country, Tide was able to effectively capitalize on the issue and associate its brand with trying to help the environment. Aligning a brand with a charity or issue can be a great marketing move. It allows consumers to feel as though their purchase is going to more than just a greedy corporation.

One of the most obvious examples of a brand succeeding because of its alignment with a charity is TOMS Shoes. The simply designed, canvas-based shoes are sold in upscale  retailers like Nordstrom’s for the relatively high cost of $55. However, for every pair of shoes sold, another pair is given free to a person in need.

TOMS does not disclose its finances but according to the math done by the Wall Street Journal, the company has sold more than $33 million worth of shoes and last year, it gave away its 1 millionth pair.

These two examples are obviously larger companies with fairly large ambitions, but they are great inspiration. How can your brand “do-good” and help in someway?

The reordering is an interesting study in marketing and advertising versus strong business practices. In recent years Burger King has come out with some off-the-wall marketing campaigns. Everyone probably remembers the creepy King campaign. They were funny and memorable, but the problem is, they were targeted at the wrong people. While Burger King was running full force appealing to younger audiences, Wendy’s was focusing on advertising that centered on its fresh ingredients (I know, I know…fresh!?) and improving the dining experience. Meanwhile, more and more adults were losing their jobs and tightening their wallets. It is these struggling adults that were trying to eat cheaply, which drove up sales for the adorable red head.

With the release of these sales numbers, Burger King has announced that it will be returning to business basics with an updated menu and renovated restaurants.

I personally say good luck Burger King. It is this girl’s opinion that the new fries at Wendy’s just can’ t be beat! Have you tried them yet? They are delicious!

David Meerman Scott posted about a great content marketing piece that his dinner plate came across in Helsinki recently. This was no throwaway placement. It was a delightful example of content marketing. It was entertaining, informative and, to boot, was delivered in a creative way. The subject: How to survive in Helsinki featuring Finnish to English translations of phrases such as, “That damned seagull took my meat pie.”

I hate to swipe someone’s idea, but we need this for Indianapolis during the Super Bowl. Who’s going to do it? What would be our phrases? Would we have translations for each team’s fans? Check out David’s post for inspiration.

The holidays are a great time to reach out to your customers with a warm hello and a simple thanks for their support throughout the year. At Silver Square, we think it is important to think outside the box. You can see from our own holiday video that we are in favor a traditional message being delivered in a not-so-traditional way.

For our client Brenneco Fire Protection, we had the idea for a little holiday cheer in the form of some spicy hot sauce. We located a company that could make the bottles with the Brenneco logo and holiday message on the labels.

If you are going to play with fire, stick with hot sauce. Happy Holidays!

When the bottles and boxes arrived, Casey led the team getting them all boxed and ready to be shipped to our clients’ customers. It was a busy afternoon and made all of crave some ribs and BBQ for dinner, but we were proud of the finished product.

It can be hard to make your message stand out in the crowd. Think about how much holiday mail and email you receive regarding different companies’ sales, promotions and marketing. You want your message to be different and not get lost in the pile of junk with 20% off coupons for the local department store.

1. Only a bridesmaid last year, the fun bio piece Raquel wrote has become the bride. With steady traffic throughout the year, this perennial favorite was repurposed into a guide that introduced Silver Square to a whole new audience from the front page of SlideShare.
2. Our former champion drops a spot, but proves that people still are interested in what Facebook considers a violation. Everyone running social media contests take note.
3. Facebook remains a hot topic in the battle of website vs. Facebook pages. Which do you need? (Spoiler: both.)
4. Local celebrity Blue II was the top ranked Proust respondent this past year. His post didn’t go up until May, but he only needed 7 months to win the hearts of our readers.
5. Casey walks us through the brand adjectives used by a few companies that spend a lot of money to get their messaging just right.
6. Holding strong in the top 10 is last year’s top Proust Nicole Misencik. Apparently this post is the #7 result in Google when you search for Nicole by name.
7. People still love the Gravatar. Read up on how easy it is to get your picture to show up next the comments that you leave on blogs. (Like this one.)
8. How did Dean’s post on QR code reporting crack the top 10 so quickly. Could this picture have something to do with it?
9. In this spot we have a timeless post from 2009 in which I highlight some hilarious t-shirts. (It’s important to have evergreen content on your site.)
10. Rounding out the top 10 is a topic we don’t talk about often: Tumblr. Are you guys hungry for more information about microblogging?

The three considerations are identified here and then elaborated on below.

1. Limit and identify “key” mobile options – Limit the amount of options you present to a mobile user. They don’t need a complete replica of your desktop website.
2. Offer a “2 thumbs” site-design – Add lots of space around links, and increase the size of buttons. You should be able to navigate your mobile site using 2 thumbs.
3. Keep your mobile site light on text – Large sections of text will likely be ignored by a mobile user. Cut out sections of text that may be irrelevant to a mobile user.

Context is important

These three considerations are all driven by one idea, that context is important. The context in which a person visits a website largely indicates this person’s goals and defines their preferences. Let’s focus on goals first.

What are the main reasons someone would visit your website on a mobile phone? Remember, by definition, a mobile user is likely away from a desktop computer.

• They’re trying to figure out a specific piece of information like your company’s address or opening times.
• They scanned a QR code or followed up on a print advertisement that brought them to a page on your site.
• They clicked a link in an email you sent.
• They’re interested in your company or website and would like to learn more while on the go.
• They want to read your blog but don’t use an rss reader (or haven’t subscribed yet).
• They’re really bored.

That about sums it up. If these are the only reasons that someone would visit a site on their smartphone then doesn’t it make sense to limit and identify “key” mobile options rather than presenting an exact replica of your desktop website? Build your mobile site around fulfilling 3 – 5 primary goals a mobile user has (or you want them to have). If you’re worried leaving out content providing a link to ‘view the full version’ of your website is an easy catch all to implement.

Context also plays into the type of content a mobile user wants to digest. Trimming the fat on your content will make sure that the user is getting only what is relevant to them making a decision about your brand or fulfilling a goal. Think of text as something having weight. Too much text will weigh down a mobile user and make them quickly throw off the extra weight (leave your website).

A “2 thumbs” Site Design

Offering a 2 thumbs site design is probably the most important consideration to make when going mobile. Mobile users are quick, but that doesn’t mean they have the same ability to navigate as a desktop user. Where a desktop user has a precise mouse and a full-size keyboard, a mobile user has, for the most part, 2 thumbs or an index finger. Making a website a pain to navigate with 2 thumbs will infuriate a mobile user. Have you ever tried to click a link right next to several other links? Not putting enough space around links or increasing the size of buttons sets up the scenario for an unhappy mobile user.

These are all vital considerations to make when deciding whether or not your mobile site is doing what it should. At the time of writing this Silver Square’s doesn’t have the best example of a good mobile site, but that is soon to change. We’ve done a lot of hard work lately focusing on mobile audiences – we will have some exciting work to share very soon.

Original Post:

As one of the newer Squares, I want to add a small disclaimer before you continue to read this post. Simply stated: I love pop culture, celebrities, television, movies, the news — I love it all. I cherish having the opportunity to share my thoughts on marketing and all things Silver Square with you, but in my world so much of the social media, marketing and communication I consume is designed to bring me all the latest news of the world and gossip

of the underworld. So, for those who love all things pop culture, get excited. And for those of you who simply don’t have time — you are in luck because many of my posts may serve as a crash course in what you missed over the week!

Today I would like to talk about the ridiculousness of celebrities mismanaging their Twitter accounts. On Tuesday, the news broke of Alec Baldwin being kicked off an airplane because he refused to turn off his iPad because of a rousing game of Words with Friends. I do understand the addiction, but really? Not only did he not turn off his portable electronic device when asked, be he then proceeded to tweet about the incident while still on the plane, and then went Twitter happy once kicked off the plane. American Airlines has since released a statement about the incident and it doesn’t bode well for the Baldwin. The whole incident really makes him look like a big tweet-baby. (Like a cry baby, but on Twitter?)

My second helping of food for thought regarding celebrities on Twitter is the wonderful singer Adele deciding to grace us with her “real” presence on the social media site. Now don’t be confused, Adele has had an official account for quite some time and tweets are sent on a semi-regular basis by her people updating the public on the latest Adele news. But on Sunday Adele hit the web herself. She tweeted that she would tweet again if one of her favorite charities (@drop4drop) hit a certain number of followers.

Well, I for one said sure…I like Adele, I like charity, this is a win-win. But within 24 hours the charity had more than enough followers and Adele kept her word, tweeting a photo of herself and 140-character update. After it all went down, I felt ripped off. It is like convincing your too-cool friend that Facebook isn’t all old high school acquaintances trying to reconnect. Why convince anyone, Adele or not, to tweet if she doesn’t want to? I think of Twitter as a great community filled with friends, family, news sources and celebrities.

These two scenarios are interesting together. On the one hand you have Mr. Baldwin perhaps sharing too much and maybe even misusing his celebrity to bash an airline attendant. On the opposite end of celebrity tweets, you have Adele, who if she isn’t careful may end turning off her Twitter fans. Social media has proven over and over its power and I think despite my love of a good Twitter feud, these celebrities need to be careful, just like the rest of us, about how they manage their Twitter accounts.

To see what I think is worthy of Twitter, you can follow me here or www.twitter.com/emjelz