Tag Archives for " SMALL BUSINESS MANAGEMENT "

9 How stock photos can hurt your brand image

Every business needs photos… For ads, websites, sales materials, email campaigns, social media posts and powerpoint presentations. Unfortunately, most people turn immediately to stock photo sites. But the problem with stock photography, in most cases, is this: It bores people to death. The eyes instantly glaze over because the brain’s saying ‘I’ve seen this a thousand times.’

Please, dear God, not another fake image of your “friendly, courteous staff.”

Bend advertising agency article on visual cliches

Use this and your brand’s authenticity goes right out the window.

How many times have you heard that cliché on a local radio ad… “our friendly, courteous staff is here to help with all your _______ needs, blah, blah, blah fill in the blank.” Chances are, you changed the channel before they could finish the sentence.

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3 naming your business

Naming your baby vs. naming your business

I’ve done a good number of naming projects over the years. I’ve conjured up business names, product names, non-profit names and even named some corporate marketing initiatives. Here’s one thing I’ve learned: Naming babies is much easier than naming your business.

kombucha marketing kombucha wonder drink brand

How to compete in the booming Kombucha Market

Interview with Steven Lee of Kombucha Wonder Drink.

Kombucha marketing Stephen LeeIn the tea business Stephen Lee is a household name. A pioneer. You could also say he’s the father of Oregon’s booming Kombucha market.

Lee first tried the popular elixir of fermented tea on a business trip to Russia, back when the U.S. and the USSR were coldly pitted against one another.

“When I first experienced Kombucha in Russia − I thought it was one of the most amazing things I’d ever experienced,” Lee said. “There was no question in my mind. I knew it was going to be a phenomenon.”

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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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Sailing into a big, blue ocean of opportunity.

Kevin Plank, CEO of Under Armour, likes to tell the story of his origin as an entrepreneur. And it always revolves around focus…

“For the first five years we only had one product. Stretchy tee shirts,” Plank said. “Great entrepreneurs take one product and become great at one thing. I would say, the number one key to Under Armour’s marketing success – to any company’s success – plain and simple, is focus.”

Under Armour’s focus on stretchy tees for football players enabled Plank to create a whole new pie in the sporting goods industry. He wasn’t fighting with Nike for market share, he was competing on a playing field that no one was on. It was a classic “blue ocean” strategy… instead of competing in the bloody waters of an existing market with well-established competitors, he sailed off on his own. And he kept his ship on course until the company was firmly established. Only then did they begin to expand their product offerings.

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marketing clarity

The secret to success: 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; Business Clarity. Specifically, clarity in branding, advertising marketing communications and management in general.

Doesn’t matter what form of communication we’re talking about — 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.

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too many marketing opportunities

Sorting through the endless “marketing opportunities.”

The marketing landscape isn’t really a landscape anymore. It’s more like a fast moving landslide, snapping trees and engulfing unsuspecting business owners up to their ears in muck.

HATS1Most clients I know don’t stand a chance. They are wearing so many different hats, they can’t begin to sort out all the “marketing opportunities,” much less make sound strategic decisions regarding each one. Quite frankly, it’s silly to even try. This is one area where delegation and outsourcing are the only paths to sanity.

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Working together for more effective advertising.

Planning, creating, producing and managing an effective advertising 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.

more effective advertisingWhen 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 or her labor costs.

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

incompetenceThe managing partner of a professional services firm who constantly, habitually, over- bills his clients.

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too much information in your advertising

TMI. How information is killing your advertising.

Contrary to popular belief, information is is the enemy of persuasion. Not the friend. Too much information is the number one killer of advertising, presentations, speeches and brand messages in general.

Most people think they can convince, sell or persuade by piling on facts and stats. Well, it might make you feel smart, but it’s not going to produce results. In fact, the more information you stuff into an ad, the less you’ll get out of it.

imagesInformation is what web sites are for. You can cover all the nitty gritty details in the content of your site. That’s where you go deep. Don’t try doing that in your advertising.

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