Archive for the ‘Marketing’ Category

Focusing on Value Over Features in B2B Sales

Tuesday, November 14th, 2017

To a large extent, the sales and marketing world can be divided along two broad lines: business-to-business (B2B) versus business-to-consumer (B2C) and products versus services. Sales strategies for B2C services will differ from B2B services, which differ from B2B products, etc. There are best practices and pitfalls for each quadrant of possible scenarios created by this way of looking at sales and marketing. (more…)

Please follow and like us:

Best Practices in Defining Your Value Proposition

Tuesday, November 7th, 2017

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsThe value proposition for a product or service is a foundational element in any sales and marketing activity. The value proposition responds to consumers’ question of “why” related to your products and services. “Why should I buy your product?” “Why should I subscribe to this service?”

A value proposition isn’t an off-the-top-of-your-head pitch to potential customers. It has to be carefully crafted, based on a solid understanding of your audience’s needs and values. Writing for Forbes, Rebecca O. Bagley recommends a three-step process for developing a value proposition: (more…)

Please follow and like us:

How to Market to People Who Hate Marketing

Thursday, November 2nd, 2017

Millennials have changed the face of the world in so many ways: culture, technology and business to name just a few. As this group grows to represent an ever-larger share of the consumer market, one characteristic of this cohort, in particular, can be extremely vexing for marketing professionals: they—even more than previous generations—dislike and distrust marketing and advertising. So what can you do about that? (more…)

Please follow and like us:

Sponsorships Can be a Slippery Slope

Tuesday, October 24th, 2017

Sports fans and students of media and advertising are no doubt aware of the perceived sexist comments recently made by Carolina Panthers quarterback Cam Newton toward a female sports reporter. When asked by Charlotte Observer reporter Jourdan Rodrigue about the route-running of Panthers receiver Devin Funchess during an October 4 press conference, Newtown stunned the gathered reporters. (more…)

Please follow and like us:

5 Critical Elements of Successfully Managing Your Online Presence

Tuesday, October 17th, 2017

When businesses think of branding and marketing, they often think in terms of the company as a whole. This is certainly important; however, personal branding can also be a big boon to your company. For sole proprietors and professional organizations (doctors, lawyers, accountants, consultants, etc.), showing off the personal expertise of the owners or management team is a great way to promote the company as a whole. Even larger organizations can benefit from showing the personal side of key executives—or touting their credentials to help boost business. (more…)

Please follow and like us:

Best Practices for Social Media Marketing

Tuesday, May 16th, 2017

It’s hard to succeed at anything if you’re not focused. Whether you’re golfing, driving, taking an exam or giving a presentation, losing focus on your objective can be disastrous. The same is true of your social media activity. Granted social media marketing is a longer-term activity than golfing or giving a presentation, but the importance of focus is no less important. In particular, we’ve selected three key elements marketers should keep their focus on when engaging in social media. (more…)

Please follow and like us:

The New Extended Life of Super Bowl Commercials

Tuesday, February 14th, 2017

football in foreground for super bowlIn the world of advertising, perhaps no event is as highly touted as the Super Bowl — or at least its commercials. According to the National Retail Federation (NRF), nearly 190 million were expected to tune into the Super Bowl this year, making the four-hour event a prime venue for advertisers. And unlike most events where many viewers use modern technology to fast-forward through annoying advertisements, Super Bowl advertisers have an eager audience. In fact, the NRF reports that 17.7 percent — about 43 million people — say the commercials are the primary reason they watch the game. All that access comes at a price, of course. (more…)

Please follow and like us:

Are You Having a Tough Time Fighting for Marketing Talent?

Tuesday, January 24th, 2017

 

How quickly things change! Just a few short years ago, it seemed as if the bottom had fallen out for marketing talent-including writers, graphic designers, videographers, and more. In a declining economy, marketing budgets are often the first to feel the pain. But companies have actively looked for less expensive and more cost-effective ways to get the word out about their products and services. Additionally, Google has tinkered with its algorithms to provide SEO rewards to those who can supply rich, varied, and original content on a regular basis. And so, demand for talent has outstripped supply.

The competition for marketing talent is heating up. (more…)

Please follow and like us:

Why It Pays to Be “You,” Rather Than “Me,” Focused

Thursday, January 19th, 2017

12389678 - acronym of aam for all about me written in chalk on a blackboard

By now, most business owners and business professionals have accepted the value that social media can have in helping to raise awareness, create preference and drive traffic to websites and to brick-and-mortar establishments. But, unfortunately, not all are communicating effectively through these channels.

We often see two common missteps, which we try to advise clients against doing: (more…)

Please follow and like us:

Making the Most of Trade Shows: By NOT Exhibiting!

Tuesday, December 13th, 2016

Trade shows can be a great way to network with others in your industry and make some new connections with potential customers, suppliers and business partners — not to mention the ability to set up a booth and show the attendees what you’ve got. And analysts predict the trade show industry is set to see even more growth over the next few years.

For seasoned trade show attendees, making the most of your time at these events is a bit of an art. Business-to-business marketing firm Handshake has put out multiple articles on making the most of trade shows, including “22 Guerrilla Marketing Ideas for Trade Shows” and “7 Best Practices for Your Trade Show Marketing Strategy.”

 But here we’re suggesting a different twist on the traditional strategies. (more…)

Please follow and like us: