Archive for the ‘ Strategy ’ Category

Identify Your Archetype

By Gregg Kerttula for our 15 Ways to Build Your B2B Brand in 2015 blog series

I think the CSI theme song performed by one of the most influential rock bands, The Who, poses the question best:

“Who are you? I really wanna know…
Tell me, who are you? ‘Cause I really wanna know!”

Rockin’ tune… daunting proposition, especially when aimed directly at your brand.

Who is your brand? What characteristics does it embody? How does it engage with your audience? How does it wish to be perceived and received? Marty Neumeier, Director of Transformation for Liquid Agency, says it well; “A brand is not what you say it is. It’s what they say it is.” With this in mind, you’d best get your story straight. (more…)



Focus on Social Media

By Jenny Kosek for our 15 Ways to Build Your B2B Brand in 2015 blog series

By now, 84% or more of B2B marketers use some form of social media in their marketing efforts. Yet studies suggest social media usage rates for industrial companies are much lower: a Belgian study found that only 26.7% of industrial companies in that country used social media in their efforts. If you google “B2B social media” you’ll find a lot of e-books, inspiring articles, and success stories from B2Bs that are just rocking their efforts and swimming in leads…or so it would seem. In my experience, most B2Bs are still struggling to connect the dots between social media, their products or services, clear strategy, and measurable success.

In the past year, I’ve worked with B2Bs who all seem to be facing the same challenges with social media, and the challenge is summarized simply: what the heck do we do with it? (more…)



Build Your B2B Brand by Refreshing Your Website

By Michael Isaacson for our 15 Ways to Build Your B2B Brand in 2015 blog series

84% of all prospective customers check out a firm’s web site before they decide to do business. For a lot of businesses, it’s how they make their first impression with B2B buyers.

Now picture yourself at the last trade show you attended. Did you make a mad rush for the people who put up the exact same booth, show the exact same products, and give away the exact same key chains year after year? Or… did you check out booths that drew you in with an intriguing message, invited an honest conversation, or offered something of real value?

It’s time to treat your website the same way you would treat your trade show booth. Here are some things to keep in mind: (more…)



15 Ways to Build Your Brand in 2015 Blog Series
What are your goals for your brand in 2015? Whether you made some strict New Year’s resolutions or have found yourself a bit behind in getting organized for the year, we can help. LePoidevin’s Merge blog is excited to launch our first blog series of 2015, 15 Ways to Build Your B2B Brand in 2015. 15 Ways is the first of several series we’ll share this year that will inspire, motivate, and energize your B2B marketing this year.

Written by our diverse team of marketing heroes, each 15 Ways blog post will offer creative and unique perspectives on putting PR and marketing tactics to practical use to strengthen your brand. Rely on the blog series to clear the clutter and provide actionable insights on the latest B2B marketing trends, research, and strategies – and how they can work for you. (more…)


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  • Tuesday, October 28th, 2014

  • Have You Checked Your Lists Lately?

    Prospect lists. Sales Leads. Whatever you call them, most businesses have them and it’s important to keep them up-to-date and as accurate as possible if you want your marketing materials to reach their intended targets. Whether you’ve purchased your prospect list(s) or hand-picked your prospects these lists have a tendency to become less accurate over time, so stay on top of them.

    Show me the Leads

    The first thing I do when I’m working with a new list is to make sure that things are spelled correctly and that addresses, emails, etc. are as accurate as possible. We’ve all gotten that bulk mailer at home with our name completely butchered, right? Don’t do that to your prospects. Show them that you care enough to spell their name correctly!
    (more…)


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  • 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.

    (more…)


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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…)