Does market share matter? It’s an old argument I had a number of years ago with an organization I worked for. They were very focused on market share. I didn’t think they needed to be. That focus, I felt, kept us from pursuing other marketing objectives that IMO would have been more meaningful.
Despite the fact that many large companies and brands do focus on market share, it doesn’t always matter.
A simple example will illustrate: (more…)
A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.
If you focus on everything, you’re focused on nothing!
It’s tough to focus. Any organization has multiple objectives and messages that need to be conveyed and there can be a tendency to try to “do it all” in one message. The trouble with that, though, is (more…)
Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement, or a page or blog for your website, there are some tried and true techniques that can help you make sure that your copy gets the results you’re looking for.
Think about writing copy as making a sales pitch to a customer. Your goal is to persuade that customer to do something – most likely to purchase your product or service. Here’s how: (more…)
There comes a point in the life cycle of many businesses when advertising needs outgrow the “homespun” and it’s time to call upon the services of a professional agency or consultant. Even small businesses can benefit from the third-party perspective and marketing savvy that experts can offer. There’s a misconception that agencies are too expensive for small companies. That’s not necessarily true. What you want, though, is to find an agency that focuses specifically on your needs.
Here are some practical considerations that you should take into account when looking for an agency or individual to help you with your advertising and marketing needs. (more…)
Throughout my career I have hired a number of people into marketing roles, and have also aided other companies and organizations in finding, interviewing, hiring and onboarding marketing staff. It can be challenging to effectively assess job candidates for any role—when hiring for creative roles it can be even more challenging. How can you determine whether applicants have both the aptitude and the innovative chops to be a valued member of your team?
Corporate giving and community support have become more important than ever before in an environment where need is great—and growing. Organizations benefit not only from the goodwill generated through their giving efforts from those they support, but also from the loyalty and goodwill these efforts generate among employees. Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG)are major focuses today for companies, for investors, for employees, and for others.
The world is watching. (more…)
Elevator pitches have been a mainstay of business networking for decades. Initially named because they were likely to be delivered while riding in an elevator, requiring a short, pitchy and impactful statement for that brief span of time, today’s elevator pitches are just, if not more, likely to be delivered via Zoom.
Throughout my career, I have both been a freelancer, and have worked with various freelancers, initially in my role as director of corporate communications/marketing in the education, energy and healthcare industries and, since 2008, as owner of my own content marketing firm, Strategic Communications. I have also researched and written a few blog posts on the topic, including input from other sources who have worked with freelancers:
17877227 – social media
These days it’s probably safe to say that most businesses have a presence on at least one social media channel. In fact, according to a 2021 Entrepreneur article, 97% of Fortune 500 companies rely on social media. The number is probably less for smaller companies, but it shouldn’t be. Social media can be a very cost effective way to raise awareness, generate leads, and build business.
Over the past several years, the use of traditional advertising, including print advertising, has declined sharply as digital marketing has taken off. This has been even more true during the pandemic as many traditional brick and mortar businesses were literally forced to adopt a digital business model or close their doors.
But does traditional print advertising still hold value for marketers? (more…)
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