The digital environment is quite cluttered these days and becoming more so. Consumers benefit from access to a massive amount of information literally available at their fingertips—and often being pushed to them by marketers yelling “pick me, me, me.” But with so much activity in the digital environment, sometimes it takes a different approach to stand out: Continue reading “Zigging When They Zag: The Potential of Traditional Marketing Communication”
Tag: integrated marketing communications
The Biggest PR Myth is That PR Doesn’t Matter
by Linda Pophal
A journalist asked me recently, “What is the one biggest PR myth that you hear over and over?” Here’s my answer:
I think the biggest myth about public relations that I continue to hear is that PR is becoming less valuable, or valued, in this social media era, and that social media will eventually take the place of PR. That sentiment, I believe, is patently untrue. In fact, I think the situation is exactly the opposite. Continue reading “The Biggest PR Myth is That PR Doesn’t Matter”
Building Your Brand: Both Easier and Harder Than You May Think
by Linda Pophal
The most important element in brand building is that small business owners take the time to determine what they want their brand (or identity or reputation) to be and then take steps to ensure that all elements of the marketing mix (product, price, place and promotion) are aligned consistently to convey that desired brand image. Branding is not about a logo or a tagline—although those are important communication elements that help remind consumers about the company and its products. Brand, though, really is driven by Continue reading “Building Your Brand: Both Easier and Harder Than You May Think”