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I've had many requests to post my recent interview with Steve Adubato that aired on PBS for his show One-on-One. We have a great 8 ½ minute exchange about marketing misconceptions, branding, research, social media for business, today's websites and more. Hope you enjoy the segment.
Posted: 5/11/2011 5:05:49 PM by Dave Scelba | with 2 comments


For over two years, I’ve been preaching the benefits of re-purposing press releases and re-distributing content via video to social media networks and third party websites and Blogs. A few courageous clients have taken this advice. However, with the increased publicity and hype surrounding social media, many fence sitters are now ready to jump into these interactive communication waters.

For those employing a PR strategy that includes writing and distributing press releases, I have a seven step KISS program to offer.

Step 1 – Establish a person or persons who will have a good on screen camera presence and can articulate your company’s message.

Step 2 – Evaluate social networks, third party websites, Blogs and databases that could be used for v-mail broadcasting. Your product or service will dictate which networks will communicate best to your audience. And remember, it’s always better to walk before you run so using proven socials like YouTube and Facebook would be a good start. The initial set-up is easy and doesn’t take much time to do.

Step 3 – Create a virtual set to serve as the backdrop for each of your videos.

Step 4 - Determine which press releases would be of interest to your audience and edit them into a short one – three minute video script. The writer of the original press release should be able to re-edit the content in less than an hour.

Step 5 – Video the on screen talent in front of a green screen, edit the footage in post- production and convert the file to flash movies for distribution. Our people are cross trained and act as the director, videographer, and editor so we’re able to significantly reduce production costs.

Step 6 – Videos are then distributed to the pre-selected socials, websites and Blogs by a dedicated staff.

Step 7 – Analytics are available to monitor each of the social networks and Google Analytics is used to measure your Web and Blog stats. For most clients, these tools satisfy all their measurement requirements and best of all they’re free.

By re-allocating $25,000 - $30,000 of your annual marketing or advertising media budget to this activity, I guarantee you will increase your reach and frequency by numbers greater than you could ever imagine.
Posted: 12/1/2010 12:57:13 PM by Dave Scelba | with 0 comments


Re-branding is a lot like getting a facelift. You can have a minor nip and tuck every few years and it’s so gradual no one ever suspects anything was done. In fact, friends and family probably think you’re eating right, exercising or were just born with good genes.

The same is true for companies that routinely update their logos, jingles and marketing tactics which collectively contribute to their overall image. Like the occasional nip and tuck, if the company makes gradual and modest changes on a regular basis to reflect current times and trends, the public may not even notice. However, the company will always be perceived as youthful, hip and one who keeps with the times.

The other more drastic approach occurs when someone wakes up one day, looks in the mirror and asks what the heck happened? They feel the need to do something drastic so they decide to have a complete overnight makeover. Now even when the plastic surgeon is a true artist and the end results are absolute perfection, the changes are usually so drastic that it’s impossible to hide the changes from friend and family. A complete makeover is like being re-born it’s a major statement announcing the new and improved you.

The same holds true for a company that needs to inform the world of all their new and improved changes. A major re-branding makeover would include creating and launching a new logo, tagline and theme, signage, advertisements, Website, brochures and collateral materials, the inclusion of social media networks, special events, and much more. This re-branding effort will receive immediate attention from the company’s loyal customers who may question the reason for the change. But it will also catch the attention of the media and attract a new wide spread audience. Supported with a comprehensive public relations program the re-branding effort will answer everyone’s questions and successfully maintain the older established loyal customer’s and gradually increase a whole new base of future customers.

A person could have one procedure and experience an overnight makeover. A company however, should never try to re-brand themselves overnight. We recently re-branded Lakeland Bank, and from the initial research, to conceptual development, to focus group testing, to-re-development to re-testing to legal sign-off took about a year. A company has one chance to re-brand themselves and every tactic and component of the strategy must be seamlessly integrated to ensure a successful launch. Perception is reality and if the re-branding strategy was properly executed the effort will successfully create a new image for the company. The ongoing challenge is for the company to live up to its new brand promises and transforms perception into reality.
Posted: 10/20/2010 10:29:08 AM by Dave Scelba | with 0 comments