Marketing Craftmanship

SEPTEMBER 21, 2011

Lesson: Your best sales reps may not be as valuable as they think, but it may be worthwhile not to de-bunk the 80/20 myth. Myth: Sales productivity can be improved by teaching the successful techniques of the top 20% performers to the rest of the sales team.

Rules 100

Rules Loyalty Training Act-On 100

Marketing Craftmanship

AUGUST 19, 2011

Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

JANUARY 25, 2012

Keep top decision makers and other employees informed about public reaction to company products, policies and practices. But when a crisis arises, remember, cool heads communicate best. Listen to the customer. To serve the company well, understand what the public wants and needs. Manage for tomorrow. Generate goodwill.

Public Relations 100

Public Relations PR Paid Search Agency Opinions 100

Marketing Craftmanship

OCTOBER 26, 2011

” which is the best explanation and counsel you will find on this topic. ” The acid test, he claim, is that, ”Stunts can be elaborate or simple but their importance is the news interest and awareness they generate for the concept/ product/ service being marketed.” Horton, entitled “Publicity Stunts.

Public Relations 100

Public Relations PR Advertising Agencies Profiling 100

Marketing Craftmanship

FEBRUARY 13, 2015

Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. In that regard, other vertical industries may eventually point to hedge funds as examples of best practices in branding and marketing. But at the current rate of change, that’s unlikely to occur in our lifetimes.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 5, 2012

For example, Texas-based Beryl Health (formerly Beryl Companies) is well-known for its employee-focused culture, and is a “Best Place to Work in Healthcare” according to Modern Healthcare magazine. Effective workforce management, however, does not ensure a positive outcome on the site.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

AUGUST 7, 2011

Take the High Road First – If your company has made mistakes or fallen short of expectations, it’s best to man up quickly. This does not simply mean pumping out a press release every time your company introduces a product, wins an industry award, or appoints a new vice president. Here’s a list of them.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

APRIL 4, 2017

I’m the 7th generation of bagpipe makers in me clan, and I make the best pipes in Scotland. Then, if I think ye play the chanter good enough…ye tell me how much money ye want to spend, and I’ll make ye the best set of bagpipes that yer money can buy anywhere.”. “OK,” As I turned toward the door, his said, “Hold on, young man.”

Generation 100

Generation Marketing & Strategy Paper High Quality Lead 100

Marketing Craftmanship

MARCH 27, 2013

Increasingly, prospective customers do not believe white papers will be helpful or credible, and as a result, they no longer play a critical role in their decision-making process for purchasing products or services. And there are still many companies that produce legitimate white papers containing helpful, objective information.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

FEBRUARY 8, 2017

In response to a Consumer Reports article on home water filters which it considered incorrect and misleading, National Safety Associates distributed to its sales force a copy of its president’s letter to the editor of that publication; thereby helping company reps to handle the negative publicity about their products.

Media 100

Media Press Paid Search Agency Mobile Advertising 100

Marketing Craftmanship

NOVEMBER 9, 2017

For the sake of this discussion, brand equity is best defined as the sum total of market perceptions, customer loyalty and employee engagement. In terms of its potential to inflict long-term damage to brand equity, a restructuring can be as significant as a product safety recall or financial fraud.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

FEBRUARY 16, 2013

Originally a seafaring term relating to the brass plate attached to a ship’s mainmast that memorialized its owners and builders, a publication’s masthead lists the members of its current editorial and production staff. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100