Archive for June, 2012

Leveraging Consumer Feedback – Even When It’s Negative

Thursday, June 28th, 2012

In the old days, communicators communicated to their audiences. These days communicators, if they’re communicating online, are communicating with their audiences–whether they realize it or not. The old “conversations” were generally cloaked in privacy. When I saw a television ad that generated some kind of response from me, I might share it with the few people I was watching the commercial with, or talk about it later with friends. But, my response was fairly limited.

Enter social media. Today (more…)

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Is Social Media Better Than Traditional Media?

Monday, June 25th, 2012

Here’s another one of those “it depends” questions: Is social media better than traditional media? Well, it depends…

  • Is television advertising better than radio?
  • Billboards better than newspaper?
  • Direct mail better than email marketing?
These are all “it depends” questions and, frankly, if you ever see answers to questions like these I’d recommend (more…)
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Connecting Locally Through the Web

Thursday, June 21st, 2012

While the Internet offers the ability to reach out to audiences that are literally around the world, not all businesses on the Internet are really interested in audiences around the world–or even around the country. In fact, there are many businesses that are interested in connecting with local markets. An online discussion recently focused on whether there is a place for local marketers on the World Wide Web. I would say that  (more…)

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Twitter Profile Best Practices

Monday, June 18th, 2012

I’ve been spending a lot of time on Twitter lately – both on my own accounts and working with clients to help build and leverage theirs. On Twitter, as with other social media, your profile rules. Those few words you say about yourself really help to position you in the social media space and send an important message to followers and potential followers. One of the most common – and sometimes puzzling – errors I see on Twitter (interestingly, not quite so often on LinkedIn) is (more…)

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Creating a Competitive Positioning Matrix

Friday, June 15th, 2012

Every business has competitors and needs to successfully position itself against those competitors to succeed in the marketplace. Creating a competitive analysis matrix can be a good way to help you identify areas of opportunity for your business and its products and services.

A very basic matrix can be produced simply by identifying your key competitors and the attributes that you feel represent competitive factors. Let’s say you’re thinking of (more…)

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Strategic Doing: Taking a Backwards Approach to Strategic Planning

Monday, June 11th, 2012

I have long been interested in strategic planning and have been involved in strategic planning efforts as a participant, leader and facilitator for organizations that I’ve worked for as an employee and, now, as a consultant. I’ve researched and written about strategic planning in articles, blogs and books. I believe in strategic planning and I can honestly say that I enjoy the process (nerdy, I know…).

But there’s something more important than strategic planning–strategic doing. It’s not the plan that’s important; it’s the implementation of the plan that really matters. (more…)

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Will Ebooks Replace Traditional? I Don’t Think So.

Friday, June 8th, 2012

My husband bought me a Kindle when they were originally released several years ago now. As an avid reader and book lover it wasn’t a product I would have thought that I would want, use or like–but I was wrong. I’ve found the Kindle to have a multitude of benefits, most notably as a tool when traveling. My Kindle (and now my Android which has a Kindle app) cuts down significantly on luggage weight! I also like being able to get access to information immediately. When I hear of a book I’m interested in, I can simply buy and download it. No need to find, travel to or spend time at a bookstore.

On the other hand, I’ve also found over time that (more…)

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How Social Media is Changing Advertising and PR

Monday, June 4th, 2012

In the “old days” there was advertising and there was PR. Advertising was communication that we created about ourselves and we paid for. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. (more…)

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Practical Applications of QR Codes

Friday, June 1st, 2012

Ever since I heard of them I’ve been enthralled with QR codes. Not so much the traditional (and rather “boring”) applications where they simply take users to a web site, but more creative and practical uses that really leverage this technology to convey information and, in some cases, accomplish tasks.

Most recently, for instance, while on a trip and going through the airport security check-in, I spotted another passenger (more…)

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