I recently responded to a question in an online forum that asked: “What makes a good attorney web site?” I thought the way the question was framed was interesting because, on the one hand, I do think it’s important with any communication to focus on specific objectives. But, on the other hand, I would also say that what makes a good attorney web site is very much the same as what might make Continue reading “What Makes a Good Attorney…Small Business…Consultant…Engineer…Web Site?”
Tag: Advertising
Are the “4 P’s” Still Relevant? I think so.
The concept of the “4 P’s” was first put forward in the 1960’s and still used in many circles today, although from time to time a new “marketing mix” will be proposed by some marketing expert to replace this classic formula. To me, the basic principles are still sound and still apply despite Continue reading “Are the “4 P’s” Still Relevant? I think so.”
Greatest Marketing Challenges Facing Businesses Today
A student asked me the other day what the greatest marketing challenges facing business today were and whether I think these challenges are different than they have been historically. That’s a great question and I’ve pondered it for a while.
Ultimately, what I decided is that Continue reading “Greatest Marketing Challenges Facing Businesses Today”
Marketing Budget Best Practices
I’ve spent most of my career working for large organizations so developing and managing budgets is second nature to me. In fact, I *like* budgets — they provide both a planning guideline and a framework against which decisions can be made. In my case, those decisions have generally been related to marketing expenditures. Given a certain organization goal, and considering past activities and their costs, how much do I think I will need during the subsequent year to meet or exceed those goals. I like looking at and considering data this way and I like having a benchmark against which I can measure effectiveness of my marketing expenditures.
But, to my surprise Continue reading “Marketing Budget Best Practices”
What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?
It’s a question that comes up in many venues. On Twitter and in LinkedIn groups. In business meetings. In university classes. It recently came up through a journalist who was asking for input from marketing professionals – like me: “I’m looking for experts to explain, compare and distinguish advertising vs. marketing vs. branding vs. PR.”
For those of us “in marketing” the answer is deceptively simple. Continue reading “What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?”
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?”
You on YouTube!
A great, inexpensive way to promote your business and gain exposure is to take your ideas online and put them into video format. Many consultants advertise their expertise by drafting white papers or putting useful information on a website. Moving to a video format is simply a natural progression of this marketing technique.
While putting yourself in front of the camera and creating a permanent, internationally available video might be terrifying for some people, YouTube offers significant benefits, such as ease of access and use for your audience; a more intimate, human experience; and an enormous reach. Here are some tips on how to create and use YouTube effectively as a marketing tool for your business: Continue reading “You on YouTube!”
Simple Tips for Measuring the Effectiveness of Your Advertising Efforts
Advertising campaigns are often expensive investments, particularly for small businesses with little name recognition and limited financial resources. Therefore, it is no surprise that businesses are very interested in measuring the effectiveness of their advertising efforts. Unfortunately, the task of measuring advertising effectiveness is not an easy one.
Continue reading “Simple Tips for Measuring the Effectiveness of Your Advertising Efforts”
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”
Should You Use “Real People” In Your Advertising?
I recently spotted this posting about one of the latest examples of an “employee on a rampage” to go viral. Bad enough to have a situation like this make the social media rounds, but what if you’d just used this employee in a “feel-good” advertising campaign? Or, what if Domino’s had used its now-infamous employees in a campaign? I was just interviewed by a trade publication about the wisdom – or lack thereof – of using “real people” (generally, real employees) in advertising spots.
Those who have worked with me know that I’m Continue reading “Should You Use “Real People” In Your Advertising?”