Marketing Craftmanship

MAY 1, 2014

Students sentenced to Jellyfish Bay – according to this 4’5” elderly troll whose face featured no fewer than 3 moles with long black hairs protruding – were failing to live up to their potential in her class.

Class 100

Class Education Features Positioning 100

Marketing Craftmanship

DECEMBER 11, 2014

The iconic print display ad featured an executive in a bow tie hunched forward in a swivel chair, scowling into the camera. (In In 1958, Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B Thought Leadership 100

Marketing Craftmanship

JULY 1, 2013

Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

AUGUST 29, 2017

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. You need to promote your blog posts, individually and collectively.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

OCTOBER 22, 2019

Or avoid the holiday madness altogether, and around Memorial Day send your clients a beach chair, boogie board or cooler (all featuring your firm’s logo) to celebrate the beginning of the summer season. The real secret sauce of client communication for any business is to manage the effort as an opportunity rather than a necessary evil.

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

Marketing Craftmanship

JUNE 28, 2016

Ink on Paper lives on a canvas of unlimited graphic possibilities, in terms of size, shape, color and physical features. Personality – The range of creative expression using pixels is limited by the fixed dimensions of a flat glass screen. Permanence – People scroll through computer screens at hyper-speed.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Marketing Craftmanship

JULY 29, 2011

Exhibit A:"The Case of the Missing Crow's Feet" UK Update: L’Oréal was forced to pull ad campaigns featuring Hollywood star Julia Roberts and supermodel Christy Turlington, after the UK’s Advertising Standards Authority ruled that both ads breached the public watchdog group’s standards code by “digitally manipulating” the ads’ facial (..)

Paper 100

Paper Paid Search Agency Rules Advertisements 100

Marketing Craftmanship

DECEMBER 30, 2013

And it always includes exposure in advertorials (regardless of the sponsoring publication’s stature) and feature articles in pay-to-play vanity publications…because you gain no credible 3 rd party validation. Counting Media Clips is a Zero Sum Game.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

AUGUST 14, 2015

Effective 3rd party endorsements – embodied within media coverage of your firm, a video featuring an investor, or highlights of your presentation at an industry seminar – provide your target audiences with information that appears objective and believable.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

FEBRUARY 14, 2013

My guess is that you were attracted to your Blog’s many fine features and benefits, but were unwilling to invest the time and resources necessary to build a meaningful, long-term relationship. Were there tangible and realistic business metrics to measure your Blog’s ROI…or did you think pre-nuptuals would kill the relationship?

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

DECEMBER 19, 2012

Ink on Paper lives on a canvas of unlimited graphic possibilities, in terms of size, shape, color and physical features. Personality – The range of creative expression using pixels is limited by the fixed dimensions of a flat glass screen. No scrolling is required to appreciate the design.

Paper 100

Paper Press Sample Paid Search Agency 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. You need to promote your blog posts, individually and collectively.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

SEPTEMBER 21, 2011

The most recent issue of Chief Executive magazine features an insightful piece on “Raising Sales Force Effectiveness,” by the CEO of the Chally Group , and Ohio-based firm that focuses on sales force potential and performance measurement. Do the top 20% really bring in 80% of the bacon?

Rules 100

Rules Loyalty Training Act-On 100

Marketing Craftmanship

JULY 5, 2016

One simple way to benefit from this “halo effect” is to create a quarterly publication that features non-self-serving interviews with these opinion leaders, covering topics of interest to your decision makers.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

NOVEMBER 29, 2013

An online “complaint box” for journalists to identify abuse, combined with a “Wall of Shame” to call out repeat offenders – both featured on the PRSA website – might be an effective first step in changing industry behavior. Any other ideas?

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

SEPTEMBER 22, 2012

This blogger was told by a New York Times reporter that if I pressed for a correction to an error he had made regarding one of my clients, that he would never feature any of my clients in his column. And sometimes, they don’t always play by the rules. The Spoken Word and Written Word are Very Different.

PR 100

PR Media Press Blogger 100

Marketing Craftmanship

APRIL 8, 2016

But explanations of features and benefits do not drive behavior. Here are three ways your fund can accomplish that goal: Explain what you believe in. Investors care about what you do, how you do it, and even how you are different from other funds. What actually incents them to allocate and remain with you is based on the power of why.

Allocation 100

Allocation Cross-Selling Marketing Management Validation 100

Marketing Craftmanship

MAY 16, 2013

In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” …and I have a highly rated TV show.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

MAY 16, 2013

In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” …and I have a highly rated TV show.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

SEPTEMBER 15, 2013

For example, an accounting firm celebrating its 25 th anniversary might publish an interview series featuring CEOs of 25 long-term clients, who share the best business advice they’ve ever received. If published monthly, this tactic represents 12 separate opportunities to promote the firm’s anniversary.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

Feature a limited number of sections / pages, and be easy to navigate. Not ramble on, or seek to dazzle readers with your brilliance. Be written by a professional copywriter; not by you or by your attorney. Contain graphic elements that support your firm’s brand (avoid cheesy stock photos). Avoid being overly self-promotional.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

FEBRUARY 13, 2015

However, hedge funds should proactively seek media exposure through participation in targeted editorial opportunities – such as bylined articles, OpEd pieces and certain types of feature articles – if they provide total or nearly complete control over what’s published.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JUNE 21, 2011

In fact, a prominent graphic in the ad featured 3 of the company’s “share of misses,” including IBM PCjr, its OS/2 operating system and its Prodigy online service. In addition to its longevity, IBM has much to brag about.

Advertisements 100

Advertisements Advertising Marketing Budget Paid Search Agency 100

Marketing Craftmanship

SEPTEMBER 1, 2015

Or avoid the holiday madness altogether, and around Memorial Day send your clients a beach chair, boogie board or cooler (all featuring your firm’s logo) to celebrate the beginning of the summer season. The real secret sauce of client communication for any business is to manage the effort as an opportunity rather than a necessary evil.

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

JANUARY 5, 2012

Purchase a Profile – For a fairly reasonable price, Glassdoor.com will provide an “Enhanced Employer Profile,” featuring a comprehensive description of your company. Companies should monitor employee comments on Glassdoor.com, and respond directly and aggressively when appropriate.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

MAY 4, 2012

I look down at the floor until he stops the vacuum… The Sales Trainer sits down and directs Mrs. Jones’ attention to his new Fairfax vacuum which features a clear plastic fitting in the middle of the hose (for demo purposes only) containing a white, porous paper filter designed to collect any dirt before it enters the vacuum canister.].

Paper 100

Paper Tactics Advertisements Advertising 100

Marketing Craftmanship

MARCH 16, 2012

On that basis, certain types of publicity – such as an exclusive company profile written by a “friendly” journalist; one-on-one interviews on relevant topics; bylined articles, blog posts or OpEd pieces that you’ve authored – are far more valuable than simply being mentioned or quoted in a news or feature story. Plan media solicitations last.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

JANUARY 10, 2015

However, hedge funds should proactively seek media exposure through participation in targeted editorial opportunities – such as bylined articles, OpEd pieces and certain types of feature articles – that provide total or nearly complete control over what’s published.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

MARCH 27, 2013

The evolution of white papers from bona fide content into self-serving advertorials has been validated by vertical industry trade publications, in which companies, for a fee, are permitted to “feature” their white papers in a special section. White papers jumped the shark when they became paid content.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

AUGUST 21, 2012

It features a golf course that’s closed for a good part of the year to protect the pristine fairways and sacred greens that its well-heeled members rarely play on. In fact, the only way Augusta National members know if they are still members is by the arrival of their annual dues invoice in Spring.

Class 100

Class Validation Transparency Profiling 100