Marketing Craftmanship

AUGUST 14, 2015

Here are two reasons why: The volume of information available is staggering: we now create as much information every two days as we did from the dawn of man through 2003. The impact of information overload on modern man is that we now have a significantly shorter attention span.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JANUARY 25, 2012

Keep top decision makers and other employees informed about public reaction to company products, policies and practices. Lay the groundwork for public relations miracles with consistent and reasoned attention to information and contacts. Listen to the customer. Manage for tomorrow. Generate goodwill.

Public Relations 100

Public Relations PR Paid Search Agency Opinions 100

Marketing Craftmanship

NOVEMBER 29, 2013

In his column, New York Times’ David Segal reports that he has removed his contact information from the 5 leading media database companies. Why should serious PR practitioners care about the behavior of the growing number of people within their profession who display no regard for fundamental media relations protocol?

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

OCTOBER 18, 2011

When asked about his ballooning credentials – often timidly presented by a novice rider immediately following initial contact with a tree-top – Denny might disclose with a smile that he was, among other things, the former head of the Forbes Magazine Balloon Ascension Division. This information provides some comfort for most nervous riders.

Blast Campaigns 100

Blast Campaigns Profiling Promotion Contacts 100

Marketing Craftmanship

MARCH 21, 2014

Each issue involves a frustrating hunt for timely information of genuine interest that has not already been provided to clients by another news source. If that’s the goal, then consistency and quality of the contact are critical; neither of which necessarily require a newsletter format to accomplish. __.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 10, 2015

Peppercom’s research shows that: Nearly all of the largest funds have a website, but most of those websites have no marketing value, and consist of little more than a logo and contact information. Twitter can be a great information source, and most hedge funds should use it exclusively for that purpose: to listen rather than to speak.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

APRIL 29, 2013

Each issue involves a frustrating hunt for timely information of genuine interest. If that’s the goal, then consistency and quality of the contact are critical; neither of which necessarily require a newsletter format to accomplish. __. In fact, at many firms their client newsletter is a marketing albatross.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

MARCH 27, 2013

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. 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

NOVEMBER 9, 2017

What has changed over the past decade, primarily as a result of the internet, is a company’s loss of control over information related to its brand and the democratization of influence. Communication with business partners may best be managed through personal phone calls from their company contact. Anticipate Unpleasant Surprises.

Branding 100

Branding Brand Identity Urgency Marketing Enterprise Management 100