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C LEVEL VISIBILITY:

By Jennifer Peterson, Marketing Director, Galaxy Bright::

Why is C Level visibility so important and how can blogs, enewsletters, interviews and even advertising for other companies be used for C Level visibility?

First, Why is it so important? We all know B to B (Businesses selling to Businesses) for example Microsoft sells to businesses all the time. We all know B to C (Businesses selling to Consumers) for example AT&T sells to you and me all the time. We all even know B to Middleman to C. Lower My Bills for example. This Business will sell to other Businesses products for them to sell to Consumers: Thus they are the Middleman.

But C to C: What's that? Consumer to Consumer is where all Businesses need to beware! What Jan says to Bill is now an international click of the button on Google or any other Search Engine for that matter. If I go to Goggle and type in "Home Depot Hate" it pulls up: "Home Depot Horror Stories". You can imagine these will not be favorable words. But Home Depot was smart enough to ask for "home depot complaint" in the pay per click section: Home Depot- Official Site bringing you straight to their Value Center.

This is just the tip of the iceberg on proactive measures that can be taken regarding the dreaded C to C. C Level visibility is an excellent way to counteract the C to C.

Blogs written by a C Level allows the person to step from behind the company, legal, etc. and be a real person and hopefully speak to their audience in a way that is not coming from the marketing department.

A great C Level at work is: GM FastLane Blog, written by Bob Lutz, GM Vice Chairman. Mike Rundle states “We're beside ourselves with excitement that General Motors, one of the largest automakers on the planet, has a weblog that is personal, entertaining, insightful, and written by the Vice Chairman.”

When a C Level gives an interview as if they were a movie star or politician it's so rare almost all magazines etc. will #1) meet with them and #2) publish it. Harlan Teller states “So clearly, customers are a major preoccupation of CEOs in their effort to step in as corporate reputation managers...That figure goes all the way up to 80 percent for North American CEOs, perhaps reflecting the close to celebrity status corporate chiefs have had in the US for a number of years.”

Donald Trump and Richard Branson have moved from C Level to Celebrity status and currently work the circuit through: TV shows, commercials for their companies, commercials for other companies such as in Trumps case, Bank of America, TV interviews and spotlights (Cribs), magazine spreads and so on.

These C Levels had to start somewhere. My suggestion is that we all learn from their examples and follow in their footsteps even if only in our local papers and city events.