Marketing Archives

What Measures Can Marketing Communications Impact?

As I work with companies on their marketing communication efforts most are understandably concerned about measuring the effectiveness of their marketing efforts whether those efforts involve multi-media campaigns or social media. And, personally, I’m a strong proponent of measurement in any business endeavor – you must be able to show a return on your efforts to prove your worth whether you’re an employee or a consultant/contractor.

But, if you’re responsible for marketing communications, you also need to make sure that you’re measuring those things that your efforts can realistically impact. Continue reading “What Measures Can Marketing Communications Impact?”

Today Borders – tomorrow Macy’s, BestBuy, Target? You?

Have you started conversations in your organization about what Borders’ downfall might mean to you? If you haven’t, you should. While it may seem like the bookseller’s situation is far removed from your own, I’m here to tell you that you are vulnerable. If your strategic planning activities (which, I’m hoping, are ongoing and not just once a year, or less…) are not considering these types of activities occurring in your external environment, you could be at risk. Continue reading “Today Borders – tomorrow Macy’s, BestBuy, Target? You?”

Measuring Marketing Effectiveness – Yes You Can!

My contribution on “Measuring Marketing Communication” is included as a chapter in IABC’s (International Association of Business Communicators) recently released book The IABC Handbook of Organizational Communication. It’s a great book (even if I do say so myself!), with contributions from a wide range of communication experts on topics including how to manage communications, internal communication, public relations and marketing communications.

I particularly enjoyed Continue reading “Measuring Marketing Effectiveness – Yes You Can!”

Raising Awareness for Your Products or Services

I had a media inquiry recently from a reporter asking how businesses can best reach out to consumers to raise awareness of their products and services. It’s a great question and one that every new business/service provider grapples with. It is also the first step in the consumer buying process once a need has been realized. So, if you’re a business owner with something new to offer what steps should you take to get the word out to raise awareness of your product/service? Continue reading “Raising Awareness for Your Products or Services”

Could Facebook Business Pages Make Sense for You? (This is a trick question!)

I recently responded to a reporter’s request for perspectives on Facebook’s new feature that allows people to have business pages as well as personal pages and whether it will make a difference in the way small businesses use Facebook to market to customers and prospects.

These types of questions are always interesting to me because they seem to prompt a somewhat Continue reading “Could Facebook Business Pages Make Sense for You? (This is a trick question!)”

You Can’t Compartmentalize Results!

In a recent post I talked about an “aha moment” I had. It’s one that has impacted how I think about my own business. When I started my business about two years ago, I was hoping to work with clients to help them develop strategic marketing communication plans to move their businesses forward. I’m a *HUGE* proponent of planning and think that effective planning can avoid unnecessary effort and expense–and increase results.

But, not everyone believes this. I found that, just as when I was in the “corporate world,” Continue reading “You Can’t Compartmentalize Results!”

What Makes Information Worth Paying For? An “Aha!” Moment!

I just finished a complicated, but very interesting, article for an information industry publication about security and identity issues for content owners. Once I was able to get past all of the confusing terminology and “IT-speak” (which took me several interviews and multiple reviews and re-reviews of my notes, not to mention “sleeping on it” for several nights…) some key themes began to emerge. Ultimately (I think…) I pulled together an article that effectively sums up both the challenges and opportunities facing content owners today. There are two “big questions” from the content owners’ perspective: Continue reading “What Makes Information Worth Paying For? An “Aha!” Moment!”

What Advertising Images Go Best With Your Product?

Does a talking fish make you thirsty for iced tea with citrus? Lipton’s marketers must think it does – their TV ad shows a weary woman shopping at the market. It’s part of their “Drink on the Bright Side” campaign. She pulls a Lipton gree tea with citrus from her bag and, as she takes

Continue reading “What Advertising Images Go Best With Your Product?”