Marketing Craftmanship

AUGUST 18, 2017

In the hands of people lacking those communications skills, desktop publishers generated materials that, at best, were ineffective, and often hurt their company’s brand reputation and sales efforts. The error of many desktop publishers?

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

FEBRUARY 5, 2013

Every Employee a Sales Rep” should be fully ingrained across a company’s work force, from the front desk to the corner office. Like a good marine, every employee should know their firm’s “elevator pitch,” and be prepared to recite it whenever someone asks, “So…who do you work for?”.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

NOVEMBER 18, 2013

Despite PRSA’s best efforts, its APR designation does not carry the same weight as MD, JD, CPA, CFA, an MBA degree, or even a Six Sigma belt. PR Enforces Values: Ideally, public relations should function as the conscience of an organization; defining what it stands for, and working to make it accountable on that basis.

Public Relations 100

Public Relations Work Management PR Ethics 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. Beryl’s CEO Paul Spiegelman even wrote a popular book about the importance of employee motivation.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

FEBRUARY 24, 2016

As a first step, every quarter send your database of contacts (hopefully you have this) a nicely designed email featuring 2 or 3 of your best recent blog posts, with an “In case you missed this” cover note. In most cases, this means working smarter, and not necessarily harder, on your law firm blog.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

JULY 19, 2013

Even people whose personalities clash with Doc Martin appreciate (eventually) that he’s a skilled practitioner who has their best interests at heart. Importantly, despite his lowbrow patients (compared with his London practice) he continues to study his craft and works to improve it.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

NOVEMBER 30, 2014

Keep the pom-poms in the file cabinet, but don’t be shy about discussing what’s working, as well as what’s not and why. From a practical standpoint, this means understanding what your internal clients need, developing tailored plans of action, being accountable for agreed-upon deliverables and maintaining a sense of urgency.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

FEBRUARY 13, 2015

Any firm that operates without a formal plan (which should be simple, and not take months to create), eventually becomes a victim of “trust me it’s working” marketing. In that regard, other vertical industries may eventually point to hedge funds as examples of best practices in branding and marketing.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

Any firm that operates without a formal plan (which should be simple, and not require a lengthy process to create), eventually becomes a victim of “trust me it’s working” marketing. In that regard, other vertical industries may eventually point to hedge funds as examples of best practices in branding and marketing.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

APRIL 4, 2017

As I jumped to attention, a large, bearded man appeared from a back room, wearing a kilt, black tee shirt and work boots. I’m the 7th generation of bagpipe makers in me clan, and I make the best pipes in Scotland. His boots, knees and hands were covered with mud. He repeated his question, louder. OK,” I agreed. I’ll do that.”.

Generation 100

Generation Marketing & Strategy Paper High Quality Lead 100

Marketing Craftmanship

MARCH 7, 2016

It’s a lot of work, and few funds have the experience or the resources to managing social media properly. All of the combined reasons, rational or dumb, for why hedge funds don’t use social media may best be summarized in this way: as an “industry,” alternatives are simply not ready to use the tactic. It doesn’t end well.

Social Media 100

Social Media Work Management Marketing Management Media 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. Communication with business partners may best be managed through personal phone calls from their company contact. Brand equity is what people believe the company is.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100