Tag: marketing strategy

What Results Are You Looking For? Do You Know Your Maximum Capacity?

I’ve recently encountered situations with clients in two very diverse industries, with two very different marketing challenges, that were both embarking on major marketing initiatives in the absence of some very important information. They hadn’t clearly identified the specific results they were looking for.

They thought they knew. In fact, when I asked them they both provided me with a lengthy explanation of what they were hoping to achieve. The trouble is that Continue reading “What Results Are You Looking For? Do You Know Your Maximum Capacity?”

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?”

Business Failures: What’s Your Level of Risk?

The research about the percentage of new businesses that fail each year, or within a certain period of time after launch is widespread and generally confusing depending on the study you’re reading about. Suffice it to say that, according to most of these studies, most new businesses have a tough road ahead of them.

Why? The reasons are many. Some, that I’ve observed, researched, written about–or even committed myself–include: Continue reading “Business Failures: What’s Your Level of Risk?”

“If a tweet enters the Twittersphere and nobody’s there, does it make a sound?”

Recently released research from Pew should send a wake-up call to all marketers who have been–or may find themselves becoming–overly enamored of the “power” of social media.

Don’t get me wrong. I think social media has its place among any marketer’s arsenal of *potential* communication tools. But, I also think that too many marketers are far too eager to jump on the social media bandwagon without appropriate consideration to whether or not a significant percentage of their audience is out there. “If a tweet enters the Twittersphere and nobody’s there, does it make a sound?” Sadly, no. Continue reading ““If a tweet enters the Twittersphere and nobody’s there, does it make a sound?””

Is PR the Answer? Remaining Relevant in Changing Markets

In an online discussion I was recently involved in, prompted by my blog on Borders’ recent announcement, I was asked whether I thought PR could be the answer for businesses that are feeling the pressure from increasing competition and ever-narrowing margins. My short answer: “Yes, I think that PR, in a broad sense, can definitely help businesses in our current environment.” What businesses Continue reading “Is PR the Answer? Remaining Relevant in Changing Markets”

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?”

Strategic Planning: It’s All in the Implementation!

As I work with clients and speak with groups about strategic planning, I find that the #1 “problem” that business people have with planning is actually implementing the plan! It’s a bit like the “glass ceiling” I think. Something happens at the point that the plan is complete. Well, actually, all too often nothing happens! Why is that? A number of reasons I think. Continue reading “Strategic Planning: It’s All in the Implementation!”

Social Media Myths and Misconceptions. My Advice: Think Logically!

A friend and business colleague recently asked me to share my thoughts on the perspectives of the authors of a new book on Facebook marketing.

I’m always flattered to be asked my opinion (aren’t we all!?!) and always glad for a legitimate opportunity to ponder something. So here are my thoughts-I’d be interested in hearing yours: Continue reading “Social Media Myths and Misconceptions. My Advice: Think Logically!”

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!”

Social Media – Not Everybody Is Out There…

…and they may not be where you think they are! While it may seem that just about everybody is engaged in social media in some way, shape or form these days, that’s not necessarily true. Continue reading “Social Media – Not Everybody Is Out There…”