Category Archives for "Marketing"

Marketing Leadership – Who’s really running the show?

Marketing is full of colorful characters… Data nerds, creative prima donnas, wordsmith poets, actors, spreadsheet managers, order takers, MBAs, planners, directors, programmers, guru tweeters and on and on. Successful marketing management hinges on the mix of these characters.

You have to choose carefully, decide who should lead, and practice good casting. If you put the wrong person in the leading role, you could be in trouble. And if the bit players are not well directed you could end up spending a lot of money for very little return.

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Clarity. Clarity. Clarity.

Clarity is the key to many things… Relationships, international relations, politics and parenting would all benefit from more clarity. But let’s stick to the subject at hand; Clarity in branding, advertising and marketing communications in general. Doesn’t matter what form… from a quick tweet or a simple email to an in-depth webinar or long-term TV campaign, you need to be clear about what you’re trying to say.

It’s a war of clarity vs. confusion. Simplification vs. Complication. Cool persuasion vs. a lot of hot air. Straight talk vs. bullshit. And it starts with your internal communications.

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Working together for more effective advertising.

Planning, creating, producing and managing a great ad campaign is not easy. There are details galore, many moving pieces, and an interesting array of individuals who all need to come together to make it happen.

When it does, it’s really quite magical. It’s a rare marriage of art and salesmanship that produces spectacular results.

So here is some insight on the process that will help you succeed in advertising, no matter what side of the table you’re on. This is how we can all work together to create more effective advertising. More memorable design. Better client-agency relationships. And ultimately, stronger brands…

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1 “Brand” Trumps Managerial Incompetence.

I need to stop being surprised by managerial incompetence. Honestly. I need to reframe my expectations and just be pleasantly surprised when I encounter an exception to the rule. Because everywhere I turn, knumbskulls, nuckleheads and nitwits rule the managerial world.

Witness the retail store owner who has no handle on her inventory issues or labor costs.

The non-profit executive who has a revolving door of talent, going only one direction.

incompetenceThe managing partner of a professional agency who constantly over bills his clients.

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2 Making websites work — on many levels.

It’s been very interesting to witness the progression of web design over the last 20 years. Trends come and go at a fashion-runway pace. Technology changes even faster than that, and the graphic style is continually evolving.

Regardless of the latest trends or technological bells and whistles, there are some timeless facts about this communication tool that will always apply. First and foremost: The most effective websites are multi-dimensional. That is, they communicate on many different levels…

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1 Five things every marketer should be thankful for.

Once a year we all sit down at the dinner table and express our gratitude and appreciation… for the food, the friends, the family, the abundance. You might want to do the same thing at work once in a while.

As business people, it’s easy to forget the stuff we should be thankful for in the workaday world. We get so wrapped up delivering the next deliverable, doing the next deal, and appeasing people who may be unappeasable, we just forget to be appreciative. Or worse yet, we don’t see the good stuff at all.

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2 Zero-in on Branding success.

I love this saying: “The main thing is to keep the main thing the main thing.” I think Steven Covey coined that one.

When you boil it all down, that’s the essence of branding: Zero-in on one thing you can honestly, passionately, expertly hang your hat on, and stick with it. Then when it comes to marketing communications, come up with one idea to convey the main thing, and just pound that home in every way, shape and form you can afford. One idea, multiple executions.

Unfortunately, most business owners and brand managers don’t have that kind of focus. Once they get a taste of success in one little niche, the temptation is just too much… They take their eye off the main thing, and dive into a lesser thing, hoping it will become the next big thing.

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4 How to hire the right marketing person, the first time.

I don’t work with Fortune 500 companies. My clients rely on small, efficient teams of people for all their marketing needs. If that’s your situation, or if you have a fledgling start-up, you better think carefully about the type of marketing person you hire to spearhead the effort.

The most common mistake is hiring a specialist… someone who’s deep into SEO, or social media, or web programming, or brand journalism, or graphic design. Whatever. Those “doers” are all important players in your marketing mix, but what you need is a thinker/doer. An idea guy who can wear many different hats.

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3 When Branding outpaces the Brand. And vice versa.

First of all, let me address the common confusion around the two “B” words in this article’s headline. The verb “branding” is often mistakenly associated with logo design. You’ll hear someone say, “Oh, we’re going through a complete re-branding exercise right now,” which in reality is nothing more than a refresh of the logo.

Branding is much more than that. Branding refers to everything that’s done inside the company — and outside — that influences the perception of the brand. If you redesign the product, that’s branding. If you engineer a new manufacturing process that gets the product to market faster, that’s branding. Choosing the right team of people, the right location, the right distributors, the right sponsorships… it all has an impact on your brand.

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1 Branded content – finding and providing something worthwhile.

Fifteen years ago, in The Cluetrain Manifesto, Christopher Locke wrote, “the internet has made it possible for genuine human voices to be heard again.”

What do you mean, “again”? Never has the average Joe been afforded unrestricted access to an audience any bigger than the crowd in a neighborhood pub. This giant electronic soapbox known as the internet delivers a world-wide audience. Anyone can pontificate at will, on any subject, and potentially reach billions of people across the globe.

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