Posts Tagged ‘marketing strategy’

To Discount or Not to Discount – the Potential Perils of Perks to Drive Social Media Engagement

Thursday, December 20th, 2012

I was interviewed recently for a blog on the use of perks to drive social media engagement. It’s an interesting topic and judging from the proliferation of such contests and competitions online an important one. Aside from questions related to the efficacy of such competitions, businesses should also be aware of–and knowledgeable about–the impact of these perks on their desired brand image and the laws related to contests, sweepstakes and lotteries.


What Every Strategic Plan Should Include

Thursday, October 18th, 2012

A journalist asked me last week what I thought the key elements of a successful strategic plan should be. That’s not an easy question to answer and there are, in fact, a wide range of inputs and elements that go into ensuring strategic plan success. But it was a legitimate question and one that I know many strategic planning consultants–and their clients–are deeply concerned about. (more…)

Markets Can’t Really Tell Us How They’re Influenced

Tuesday, October 9th, 2012

I’m a proponent of marketing research and the use of data to drive business decisions at every level and in every aspect of organizational performance. I recognize, though, that sometimes the predictive value of research can be questionable and that it can be most useful to evaluate actual behaviors to support future decisions.

Advertising efforts are a good example of this. (more…)

Are You Prepared to Become Obsolete?

Thursday, September 27th, 2012

While watching the local news my husband made a comment about the weatherman: “You know – who really needs him anymore? You can just look at the radar yourself any time you want to online.”

True. You can. Wonder if people going to school to be “weather people” have thought about that. Wonder if the schools that teach them have thought about that. And, most pertinent for this blog, wonder if all of us have given (more…)

Take the Time to Plan!

Tuesday, September 25th, 2012

In the interest of full disclosure, I’ll reveal a personal “pet peeve” right up front. I have a strong negative reaction any time I’m approached by someone – colleague, client, prospective client, etc. – who says: “Let’s do…” without having taken the time to develop a plan (even a very quick and abbreviated plan) to help them determine whether the thing they wish to do makes sense within some larger context.

Here’s a 10-step process to developing communication/marketing plans that will provide you with the direction you need.


Create, Co-create, Collaborate or Die

Thursday, August 2nd, 2012

We’re all familiar with the saying: adapt, migrate, mutate or die. Charles Darwin put forth his theory of evolution in 1859 and its relevance to businesses has long been applied by academics and business experts. But, in today’s fast-paced environment, while still applicable it suggests a pace that is much slower than our reality.

Adapting, migrating and mutating takes time–sometimes a long time.

While it may not be relevant from a biological standpoint, businesses today might be well advised to follow a different piece of advice: (more…)

How to Meet Senior Managers’ Expectations for Corporate Communications

Thursday, July 26th, 2012

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…)

Are MARCOM Professionals Out of Touch? CEOs Think So, and I Tend to Agree.

Monday, July 23rd, 2012

Newsflash: according to a recent survey from Fournaise Marketing Group, 70% of the CEOs surveyed said that marketers and communicators are disconnected from business results and living “too much in their creative and social media bubble.”

Now, I appreciate the numbers being tied to this reported sentiment, and I do love surveys, but as a marketing communications (MARCOM) professional for a number of years I have to say that this is not really shocking information. Those of us in MARCOM know this; we’ve known it for a long time. Ironically, though, too few of us (more…)

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…)

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…)