News at Eight - July 2011

 News At Eight

Tourism & Marketing Snapshots From Eight Marketing 
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Website's Casual Cousin
MBM: Drive
About Eight Marketing
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July 2011


We welcome you to the July issue of News At Eight, produced by Eight Marketing Co., LLC. Thank you for joining us.

 Social Media: Your Website's Casual Cousin

Eight Marketing is currently working with one of its long-term clients on strategies and content for their new website.  One of the largest issues on the table is less about positioning or branding and more about the integration of social media. This discussion is key for anyone undergoing or contemplating website remodels in the upcoming year.


Social media is often the casual side of an organization. Blogs are given informal names, in the spirit of ATM machines in the 80's (for Philadelphians old enough to remember when George was Girard Bank's ATM). Facebook, Twitter and YouTube are often more conversational than ongoing web content. Individuals responsible for social media are often the final word in day-to-day content, while front page website copy may involve a full committee and executive approval.


Balancing these two distinct voices is key. Our client resolved these issues by considering these questions.


  1. What is the tone and voice for our organization?
  2. How can we balance being current with delivering critical information?
  3. What is the editing and filtering process for our social media presence and does this impact our decision?
  4. And finally, how do we achieve the correct balance between evergreen and real time content?

The solution, in this instance, was a top screen presence for both, with evergreen copy on one side and streaming social media on the other. Blog postings were given higher placement than tweets with both visible immediately upon entering the site.


While content and technology may change, the basic questions remain the same. Defining your brand, your voice and your message are key to success.

Marketing Book of the Month: Drive

Drive Cover by Dan PinkThe July Marketing Book of the Month is The New York Times and Wall Street Journal best seller: Drive, by Daniel H. Pink. 

The book focuses on the importance and value of intrinsic motivation over external motivation. While financial enticements and looming consequences sway actions, the book postulates that people are more driven by three intrinsic motivators -- autonomy, mastery and purpose.

Pink defines these motivators as:

Autonomy: The urge to direct our own lives.

Mastery: The desire to get better and better at something that matters.

Purpose: The yearning to do what we do in the service of something larger than ourselves.

An impactful, inforrmative overview of the book and philosophy can be experienced by watching a free 18-minute video by following this link. To preview the book online, click here.

Have a book you'd like to recommend as the next Marketing Book of the Month? We'd love to hear from you. Email Fran Walish or Alison Lambert with your suggestions.

About Eight Marketing
Eight Marketing LogoEight Marketing is a tourism and attractions marketing firm that specializes in increasing revenue for its clients through partnerships, promotions and strategic planning.

To learn more, visit us at or call us at (610) 688-3100.

Thank you for reading News at Eight. Look for the next edition on the 8th of
August. We appreciate your partnership and welcome the opportunity to serve you.



Fran Feldman Walish, President & Founder
Eight Marketing