Articles
Branding Strategies in Marketing
The Right Words for Marketing
“A culture of trust that encourages empowerment and innovation, we provide people with the freedom, flexibility and opportunity to do great things for our company, employees and customers.”
This quote and others similar always accompany a business receiving an award for best work place. The other time you hear this or some version of it is when companies are going through or need to go through a major cultural change.One of the first construction conferences I presented at, I was having a drink …
How to Navigate FTC Regulations: The Secrets to Effective Testimonials and Endorsements
For some, testimonials are what sell their business. The Federal Trade Commission (FTC) is finally catching up to the constantly evolving digital world. For the better part of a decade, the agency lagged a full Internet generation behind advertisers who saw online communications evolving faster than laws governing their fair use. Now the FTC is codifying and enforcing what were once only unwritten rules. As a result, companies caught crossing the bounds of appropriate online behavior now face ha…
You Realized that You’re a B2Comm Biz, Now What?
Also, in that post I mentioned that commercial contractors are an example of B2Comm companies, which surprised many readers. Let’s take a look at why and cover how your marketing will change because of it at the same time.
Generally speaking, commercial contractors have f…
Clients or Customers: Who Cares!?!
The other day, a friend of mine on Facebook posted about a discussion she had with someone about “Clients” or “Customers.” They were discussing the differences between the two and which word you should be using to address them.Here is my question for you: Does it matter?
Yes I know there are die-hards out there who “know” the difference between the two, and perhaps one word invokes a different state of mind within your company. But in the end, seriously does it matter?
Do you want to know my answe…
Do You Want to Know How Your Competition Gets Work?
- 83% said their primary source of business is repeat clients, referral and networking
- 17% would be receptive to starting a relationship with someone from a cold call, 20% would review printed material, and 87% would if introduced by a trusted colleague
- 93% of the industry belongs to at least one business or trade organization, 80% attend at least monthly events, and 20% do not a…
Do You Want a Chief Marketing or Metric Officer?
How important do you think it is for a CMO to be creative?
Traditionally, a CMO is defined as Chief Marketing Officer. I saw an interview with a company that was seriously considering changing its definition to Chief Metric Officer. They felt measuring the metrics of campaigns was far more important than the creativity in today’s market.
When you look at recent economic events, let’s say over the last three years, and factor in that an average CMO remains in one job for only 18 months, to me…
Truth Bomb: You Will Fail in Marketing and It's OK.
It’s true, 90% of all B2B companies market in pretty much the same way. It goes something like this:
Make a product/service
Talk a lot about their product/service
Produce a load of boring content and collateral to sell their product/service
Use various techniques to attempt to stand out and cut through the noise
Use a variety of channels and platforms like advertising, email, or direct marketing, as well as social media to make people aware of their product/service
Build a sales funnel and manage and …
Should Your Company be Emulating Apple?
Instead of writing a testim…
Risky Move, Would You Tell Your Customers Not to Buy a Product You Sell?
The short answer is probably no, why would you think of such a thing? Or, if I wouldn’t recommend it, why would I carry it? But looking at the bigger picture, you may change your mind.I read a story on PRI about a grocery store in Italy that ran ads recommending their customers not buy bottled water at their store, or if they do, only buy local bottled water. If the store’s customers listen, the company stands to lose $140 million dollars over the next eighteen months.
This drastic action is one …
What Business Are You In?
No matter how you spin it, define it or promote it, there are only two answers that are ever acceptable. These two answers fit every industry and business that ever has been, is currently or ever will be.
Yes I am aware that is a bold statement, but it is true.
All businesses are in the ‘people’ business or the ‘communication’ business. Actually, both of them are one in the same.
Every business exists to meet a need or desire of people and in order to do business with them, you must communica…