Archive for June, 2012

A friend of mine in the local media sent me a press release announcing a new partnership between three firms. And in following standard protocol the release contains a quote from leadership, in this case Paul, the company president. What do you think?

“Comprehensive energy and operational savings across a broad portfolio of buildings requires a multifaceted approach. We have selected best-in-class technology with Tridium’s Niagara Framework and SkyFoundry’s SkySpark analytics platform. These technologies, coupled with ESI’s experience in building systems integration, analytics and building operations across large real estate portfolios, is a perfect fit for the IBM solution and the GSA vision. This is a world-class team and a scalable model that can be replicated for other building owners with both large and small building portfolios.” (more…)

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Coming from a corporate background and moving into the B2B agency world, I have familiarity with what it is like to receive calls, emails, proposals, presentations and pitches from various consultants.  There is nothing worse than a long presentation full of slides with no interaction or a proposal that has no life put into it. They’re dry, boring and quite honestly make you not want to work with that strategic partner.

So how can you change the dynamics of your conversation – even if it is in written format? Make it a little more personal – tell them what it would be like to work with you on a regular basis. This article gave excellent insight on what changes the tone of your “communications”.

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  • Tuesday, June 26th, 2012

  • Jules Drools! Garbage Pail Kids


    Juxtapoz online recently posted about their favorite Garbage Pail Kids, a series of collectible stickers produced by Topps in the 1980s—combining spectacular artwork and over-the-top satire.

    The cards were an inspired collaboration between avant-garde cartoonists and humorists including Art Spiegelman, Mark Newgarden, John Pound, Tom Bunk, Jay Lynch and James Warhola.

    When I saw the post, I was reminded of how much I loved these as a kid. It also was truly interesting to view these from the adult perspective. I still love them!


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  • Monday, June 25th, 2012

  • What is a customer worth to you?

    Often in marketing we talk about price per piece, cost per thousand, cost per lead, etc. A focus on the expense involved tends push our thinking toward all the things we can do to reduce costs. This can and does distract us from what should be the real discussion: what is a new customer worth?

    When we understand that, then marketing becomes seen as a true investment. I once heard about a professional services firm that sent crystal chess boards to the presidents and CEOs of prospective clients as a high impact lead generation piece. This tactic must have cost the firm $200-plus per package. Send this high-end direct mail piece to dozens of prospects a year and the costs really start to add up, right? Now consider that firm was after six- and seven-figure deals and it is easy to see that one new business win easily justifies even several years’ worth of using the same approach.

    Often in B2B marketing we support direct sales efforts for high-involvement, big ticket purchases. First determine what that new customer is worth to your organization and now decide what you are willing to do to make sure you get their attention.

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  • Friday, June 22nd, 2012

  • Take Your Dog to Work Day

    Now, who could resist this face?

    Today we celebrate national Take Your Dog to Work day which is, in my opinion, a fantastic way to treat your pet to a change in his or her routine, and to lift the spirits of your fellow associates.

    The trouble is, we can’t celebrate this wonderful occasion at our firm the way we’d like.

    Not that we can’t bring our pets in because we don’t have them, or because we don’t want to, but because our building owner prohibits pets inside our four walls.

    In the past, when we have smuggled our dogs, cats or birds (yes, birds) into the office, the smiles and positive comments have been very rewarding.  It’s truly a win-win situation for all.  Yet, we did get busted by another tenant and have been reluctant to break the rules again for fear of being asked to vacate.  Really.

    For those of you who are able to celebrate this day, I hope you have and trust it was fun.  For others like us, perhaps we should band together and lobby our respective building management teams for less restrictive guidelines.

    Can’t wait to get home to see my dog.

    Brookfield, Wis. (June 20, 2012) – I am pleased to announce today that my award-winning, cutting-edge blog has just become 25 percent more innovative and unique, and that’s a value-added ROI that’s truly cost effective for the agency.

    Wow – now that’s a lot of useless jargon. Press releases are often filled with glowing adjectives and superlatives – most of which will never make it into print. Of course any seasoned PR professional knows that (but educating a client on the topic can sometimes be a challenge).

    So what do you think are the most overused, useless words found in press releases? Take a look at this list and see if you agree.     

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  • Wednesday, June 13th, 2012

  • Social media in the B2B markets

    A new poll by LePoidevin Marketing partner RSW/US indicates marketers are more likely to engage in social and mobile marketing themselves, than ask their agencies to perform these activities for them.  However, marketers and agencies alike are beginning to push this discipline to new lengths in an effort to measure more deeply and engage their audiences more frequently.  Yet, we believe B2B marketers still lag behind their consumer counterparts when actively employing social media. (more…)

  • Monday, June 11th, 2012

  • Personal and company brands

    Much has been written and said about personal brands in years past.  A recent blog post by an associate of mine does a great job of showing, via a brief story, how actions define a person, whether intended or not.

    As professionals we all strive to present ourselves in a respectable manner in an effort to cultivate relationships and help ourselves – and our businesses – gain credibility and earn respect.  After all, each associate is an extension of the company for which he or she works, and how they conduct themselves at work and in public reflects on their own character and those who employ them. (more…)