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: Read the rest of this entry »
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 Read the rest of this entry »
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: Read the rest of this entry »
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. Read the rest of this entry »
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. Read the rest of this entry »
Effective communication is critical in today’s business environment. Arguably, perhaps, even more critical than it has been in the past—and more challenging. Interacting with others in a remote or virtual environment is different than interacting in person. But regardless of how or where you’re connecting with others, some common questions come up frequently. Here we offer a look at “5 Common Questions About Becoming an Effective Communicator.” Read the rest of this entry »
HARO (Help a Reporter Out) and ProfNet are two online resources that experts and reporters turn to when seeking exposure or looking for sources for stories that might appear in print, podcast or video formats. For those hoping to establish their thought leadership, these tools, and others like them, can be a very cost-effective way to gain media exposure. Read the rest of this entry »
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.
I have been interested in remote work for a number of years. Working in corporate communications while also doing freelance writing for a number of years when a company I was working for was going through a merger and planning to relocate its headquarters I thought: “why couldn’t I work for them—or some other company—remotely?”
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