Posts Tagged ‘Branding’

Diversify Your Advertising Tactics

advertising channels, advertising media, print ad, digital ad, social mediaThe Mix of Media You Need

We’ve been hearing a lot lately about the shifting of momentum back towards traditional media. It is no secret that 15 years ago, online media stormed the advertising industry and nearly knocked out traditional media, like 90s grunge did to 80s hair bands.  People clamored to get on the digital bandwagon to gain more market share, reach a broader audience and cut through what was perceived at the time as ad clutter.  Or so they thought…

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The Value in Public Relations – Can It Really Be Quantified?

April1.EinsteinCounting

 

The Internet’s relationship with public relations is complex.  While it has helped raise the profile of this long misunderstood marketing tactic, it has also been the cause of many newer frustrations.

Because it traditionally couldn’t be measured in hard dollars as advertising was, PR was always on the edge of being fully incorporated into marketing communications program.  Since a value could not as easily be attributed to PR, many marketers just couldn’t grasp the true value of the practice.

 

The truth is, PR adds tremendous value.  The other truth is that it is really hard to quantify, Read the rest of this entry »

Content Topics: What to do when you’re stumped

nov1-great-ideaHave you ever been charged with having to write something, be it a blog, article or a short piece for your website and have no idea what to write about?

You struggle with topics that you think your audience may be interested in, or feel that you have exhausted all possible topics that can be written about. You want the piece to be engaging and timely, with a “personal” spin to it that only your company can provide.

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How global is your business?

global businessThe Internet has given every company, large and small, a digital footprint.  It’s not a matter of can you be found, but rather, once you are found, who are you really trying to reach.

 

The real question is not whether your business is global or not, but rather: How global is your business?

 

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Expanding Your Marcom Horizons: When to pass and when to tag along

ball[a quick checklist for adopting new marcom tactics]

The B2B marcom world has had an interesting last decade trying to navigate its way through the latest digital marketing trends (and we don’t just mean social media!). As consumers in our personal lives, we are marketed to almost entirely differently than in our business lives. By now we all know that new tactics that have emerged for B2C aren’t always beneficial for B2B. This isn’t a new concept, but it is one that should get an update every now and again. Just because a new digital tactic is trending for B2C doesn’t mean we can’t give it a try here in our more niche B2B space. Read the rest of this entry »

A quick sidebar on creativity through email

July2.brainstormingA quick sidebar on creativity through email

We can all agree, creativity isn’t a linear process—it best thrives when varying perspectives are all given equal weight and the something that has been looked at a thousand times in one light is suddenly seen in a completely different one. Read the rest of this entry »

Time to Pack Your Bags

July1.pack-your-bags

It’s summer.  Not only is everyone gearing up for vacation and big plans away, but also getting ready to hit the second half of the year strong. Maybe there have been some adjustments to your marketing goals after the first half. Maybe the second half has the potential to be a game changer for your company. Either way, it might also be time to pack your bags for another big reason: tradeshows.  Read the rest of this entry »

Putting a Positive Spin on Things

June2.positive spinLet’s face it, things don’t always turn out as well as you had expected.  Sometimes you need to deliver news that isn’t particularly flattering to your company or its products. And although we would love to keep a lid on negative publicity and not let the world know about it, sometimes it is unavoidable.  So, what are we to do? Sweep it under the rug? Lie? Act like it never happened?  The answer to each of these questions is a resounding NO! Read the rest of this entry »

Hitting the Bullseye: a new era of direct email

direct email, bullseye, targeted email, marketing automationMarketing automation has breathed new life into email marketing.  That which was once destined for junk folders and blacklists is becoming useful again by not merely spamming the reader with potentially relevant information, but instead providing value driven material that matches the interests and needs of the recipient.

 

The intellect a well-run marketing automation program provides allows companies to cultivate prospects with personalized, laser-focused content that helps turn these potential buyers into customers.  You aren’t randomly throwing spaghetti at the wall and seeing how much will stick—you’re following a unique recipe that suits their specific requirements.

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Why All Startups Should Invest in Public Relations

April1.bill-gates-prAs I often do when writing these blog posts, I harken back to early in my career.  This one in particular made me laugh a bit to myself because it reminded me of something I said to my mother when I was desperately trying to figure out what to do for a living.

During our discussion, she had mentioned that she thought I would be good in ‘public relations’.  I remember literally looking at her and saying ‘I have no idea what that means, but when you can tell me what it is, I’ll do it…’. At the time, it was a flippant remark.  Because A) I had no idea what public relations was and B) It annoyed me that she already had me pegged into a field that I knew nothing about, nor did I think I would ever be interested in.

As we all know, mom is always right! Not only do I know firsthand now what public relations is, but it has become my career and passion to understand its importance and why companies, especially startups, should invest in it. Read the rest of this entry »

How Well Do You Know Your Brand? 4 quick tips to give you a baseline

Mar2.personalbrand_bannerSo many companies focus on identifying their brands by sitting around their own conference room discussing what they think their customers value about their brand.  Few step outside the office to truly figure out what resonates from an end user perspective.

 

Time, money and sometimes even ego are the often the root causes of a misguided branding strategy, but let’s look at how a few simple outward-facing steps can help you start to formulate a valuable branding strategy. Read the rest of this entry »

Today’s code word: Nimble—but what about tomorrow?

spy%201_jpgWe keep hearing it. Nimble, agile, responsive…it’s all the rage among marketing folks today.

From big companies to small, from email templates to lead automation, marketers are realizing that, in order to play the game, they need to be able to move quickly to tailor their message to the unique attribute of a prospect or customer. Read the rest of this entry »