Archive for the ‘ Strategy ’ Category

  • Monday, July 28th, 2014

  • Here I Come to Save the Day!

    You know the stories about every day heroes, invariably mixed between the headlines of this crisis or that.  Stories that serve to uplift, inspire and give us hope reminding us that there is a great deal of good left in this world.  Most of my heroes don’t make the headlines, but they are still remarkable to me.  Those who put it on the line and say “Yes, I can” when others simply bow out become my heroes. 

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  • Thursday, May 23rd, 2013

  • Rise Of The Clean Slate Brands

    I came across an interesting article about brands and would like to share it. It seems that in recent years consumers have been more open to trying the products and services of new, untested brands than ever before. The major reasons for this increasing trend comes from very different factors. One is a desire to try the newest and latest, under the assumption that it will be more focused on what the buyer wants. Another factor has to do with brand trust – which is historically low for established brands. New brands now have several ways to generate instant trust.

    As a marketer, it makes sense to understand this shift in consumer behavior and incorporate some of these factors in my strategy to keep my brand fresh and relevant to my target audience. Read more here.


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  • Friday, April 12th, 2013

  • Tell us a story, Toyota

    Every person, whether you’re five or fifty, loves a well-told story. That was the basis and foundation behind Toyota’s new message that spurred their new marketing campaign. PRWeek takes an in-depth look on how the automotive giant used a variety of marketing tactics and social media efforts to help place them back on their rightful throne and at the top of their game.


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  • Saturday, April 6th, 2013

  • PR-led content marketing

    CM

    We’ve been saying this for years. PR professionals are uniquely positioned to lead content marketing strategies; especially those involving social media. Others seem to agree. Let’s face it; public relations firms know how to work with and get results through publishers.

    Call it repurposed material or non-promotional copy, we have found that the most natural extension to traditional public relations activities is the ongoing development of believable and information-packed messaging for social media. Several of our clients have already enlisted our content management services, with good results. (more…)



  • Friday, April 5th, 2013

  • Don’t forget about the end user

    For one project we are executing, our client’s goal is to increase the number of their current distributors enrolled in a support program during their business year. After a period of discovery, we proposed a multi-faceted communication campaign that included defining audiences and messaging, creating selling tools and sales force training materials, as well as direct communication and a significant PR/editorial/speaking initiative.

    As we were planning the various breakout projects to implement our communication campaign, we kept coming back to the fact that, while our stated goal is to increase the number of distributors who have signed up, we cannot communicate only with distributors and lose focus on the end user. We must develop communication tools that help our clients’ distributors ‘pull’ end user demand into their business for the support program to be successful, creating more value in the support program for the distributors. This, in turn, causes more distributors to enroll in the support program and help achieve the client’s goal. (more…)



  • Thursday, October 4th, 2012

  • Brainstorming certification

    We’ve all been through brainstorming sessions. Some have been productive, others a waste of valuable time. Whether attempting to come up with a new product name, or trying to solve a marketing challenge, real brainstorming can be an excellent way to gather the team and generate valuable ideas.

    I recently attended a workshop through which I became certified in brainstorming. Yes, really.  And believe me, this time-tested and proven process will change your perception of how, when and why to brainstorm.

    In short, the process successfully pushed participants to quickly come up with new and inventive ideas…then push them aside, in an effort to delve even deeper into the brainstorming process. The end result is a listing of ideas that will directly address the challenge at hand, and motivate your team along the way.

    Check out before-after.com and let me know if you have any questions.



  • Tuesday, July 31st, 2012

  • Take cover

    I’ve said it once and I’ll say it again – nothing beats a cover.

    I worked to get my client on another cover, this time the July issue of Motion System Design magazine. Certainly landing one does take some luck, but there are a few things you can do to improve your chances of making the front page. (more…)



  • Tuesday, April 10th, 2012

  • Attention spans

    I was just reading the Ad Age latest and came across the following statistic that caused me to pause:

    A recent study found that consumers in their 20s (“digital natives”) switch media venues about 27 times per nonworking hour—the equivalent of more than 13 times during a standard half-hour TV show.

    What does that mean for us as marketing professionals? At the most fundamental level, it translates to the fact that you have less than two minutes to grab an individual’s attention and invite them to further read your message. According to some scientific scholars, they’ve went as far as to say, you have someone’s attention for 8 seconds – that’s less than that of a goldfish.  Which means – content needs to be engaging and clutch the reader’s brain to want more. 

    As we move further and further into the digital age, marketers also need to verify that they are reaching their audience from a variety of angles and grabbing their attention immediately. While traditional print may and will still work – there is a high possibility that the end user may be flipping through that magazine while watching a television show…only to put the magazine down and pick up a tablet. Our marketing strategy needs to ensure that all of these factors are taken into consideration, before we’re switched off and dismissed.



  • Tuesday, February 14th, 2012

  • Content marketing…growing and growing

    “In the past year, marketers distributed more business-to-business content on YouTube, LinkedIn, Facebook and Twitter than ever,” according to CMI.  

    Mashable.com has posted a great info graphic highlighting the Content Marketing Explosion, taken from the article Marketers who Share Content Drive Traffic, Gain Customers.

    The graphic is a great illustration of where you can use content marketing strategies to enhance your brand awareness and convert fans and followers into sales leads and revenue generators.

     



    Media companies rarely sell all of their available advertising space. This unsold space or time, referred to as remnant space, can be purchased by an advertiser at a cost often way below standard rates. But is that the best way to purchase advertising space? If you’re using remnant space as you’re primary strategy with your media buy, you may wish to proceed with caution.

    The first drawback is that your media strategy and marketing program is on ‘stand-by’ each month. There’s never a guarantee that you’ll get remnant space in your preferred outlet, if at all. If there is remnant space available, media reps may give that opportunity to their bigger advertisers first – effectively bypassing you — or those that purchase ad space per the negotiated contract rates. Media reps do this to keep their top advertisers happy, for all the obvious reasons. (more…)