What are senior managers across the globe and across multiple industries concerned about these days? Reputation. So says a recent study conducted by Spencer Stuart and Weber Shandwick. Not surprising given the hit that many companies have taken over recent years in terms of their reputation, credibility and trust among consumers. So what are senior leaders’ expectations of the communications function according to the study? (more…)
Posts Tagged ‘marketing strategy’
How to Meet Senior Managers’ Expectations for Corporate Communications
Thursday, July 26th, 2012Connecting Locally Through the Web
Thursday, June 21st, 2012While 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…)
Are Travel Agents Making a Comeback (and why you should care)?
Monday, April 23rd, 2012The Internet has had a dramatic impact on many industries and businesses–creating opportunities for some and destroying them for others. Consider the changing nature of the publishing industry and the impact of being able to buy online for companies like Best Buy and many others. But business tends to be cyclical and it is often true that “what goes around comes around.” A recent article in the New York Times suggests that this may be the case for at least one industry — (more…)
New Year’s Resolutions for Small Businesses
Friday, December 30th, 2011As the New Year approaches it’s time to begin thinking about New Year’s resolutions. I’m pretty goal oriented and actually love this time of year–it’s always fun to look forward to new possibilities and make new plans for growth and achievement. I also believe that thinking about and committing our goals to some formal form (whether hard copy or online) serves to formally mark them in our minds and increases the odds that we will actually move forward to achieve them.
Here are my “top 3 marketing resolution recommendations” for 2012: (more…)
Developing Rapport With Customers
Thursday, December 8th, 2011How do you effectively develop rapport with customers? How do you connect and compel those who have “raised their hands” and said “yes, I want to connect with your company” to continue coming back for more and, better yet, to spread the word about how great you are to others?
In a world marked by increasingly sophisticated technology, it may seem trite but it’s true that developing rapport with customers is not rocket science. In fact, my advice which, initially, may sound very general, is simple: (more…)
Small Business Predictions for 2012
Sunday, December 4th, 2011A new year is right around the corner and I, for one, am looking forward to a great year! Based on feedback from my clients, and my own experience in 2011, it seems that there are some early signs of an uptick in consumer demand for products and services. Here’s hoping that’s true and that it’s something that all of you are benefiting from. I was recently asked by a business reporter and colleague for my small business marketing predictions for 2012 – here they are: (more…)
What Results Are You Looking For? Do You Know Your Maximum Capacity?
Sunday, November 20th, 2011I’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 (more…)
What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?
Saturday, November 5th, 2011It’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. (more…)
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