Marketing Craftmanship

MAY 22, 2017

These initiatives involve lots of planning and moving parts, and include heavy investment in communication tactics over at least a 6-month period to re-educate stakeholders. The tactics generated in that company’s “cold turkey” planning session were neither complex nor sophisticated.

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

APRIL 2, 2015

It’s often the result of poor planning, lack of creativity, laziness or unrealistic expectations by the companies that participate in them. Regardless of industry, B2B conferences and seminars can be a significant waste of time, money and opportunity. In short, conference participation is similar to all other marketing-related tactics.

Conference 100

Conference Tactics B2B Marketing Planning 100

Marketing Craftmanship

AUGUST 18, 2017

Here’s a list of basic skills that Marketing Automation providers might require of prospective customers, in advance of a sale: · Know Who Your Customers Are – Many companies have only a fuzzy understanding of their target markets, or know why those customers should buy from them. · Work from a Written Marketing Plan – Here’s the acid test: (..)

Marketing Automation Services 100

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

Marketing Craftmanship

FEBRUARY 13, 2015

Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. 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.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

AUGUST 29, 2017

Create a simple editorial plan that identifies key blog topics related to your firm’s value proposition (why people should hire you), and integrate those topics into a content production calendar to ensure that you cover those topics over 6 months or a year. Strive to be a thought leader; not a news service. You have no blogging strategy.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

SEPTEMBER 2, 2012

here are two fundamental PR lessons from this brand debacle: Assume the press will always learn about a problem, and plan an offensive strategy (well ahead of time) to minimize the damage. If the press is on your damaging story, or is likely to be very soon, sometimes it’s better to keep your powder dry if you haven’t planned ahead.

Public Relations 100

Public Relations PR Press Class 100

Marketing Craftmanship

JANUARY 10, 2015

This articulation of the firm’s value proposition serves as the cornerstone of a written marketing plan that should includes: tangible business goals, appropriate marketing strategies and tactics, calendarized activity, budgets and accountabilities.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

OCTOBER 22, 2019

Another way to stand out is to forgo the traditional cocktail party or reception, where great expense and advance planning can all be for naught if bad weather or a competing event keeps your invited guests from attending.

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

Marketing Craftmanship

NOVEMBER 18, 2013

PR’s Plan to Earn a Seat at the Table. Corporate America’s NEO list clearly defines what’s meant by the “senior management table,” and the PR profession is absent by design, not oversight.

Public Relations 100

Public Relations Work Management PR Ethics 100

Marketing Craftmanship

FEBRUARY 16, 2017

It’s often the result of poor planning, lack of creativity, outright laziness or unrealistic expectations by the companies that participate in them. Regardless of industry, conferences and seminars can be a significant waste of time, money and opportunity.

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

DECEMBER 22, 2015

If blog activity is not driven by a strategic plan and editorial calendar that’s endorsed by senior management, and if your blog agenda is usually based on a frantic search for content – from any source, and regardless of its relevance – then your blog is one of the living dead on the internet.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

MAY 7, 2015

Plan Media Solicitations Last: Most media exposure is pursued in a haphazard, opportunistic manner. Your goal is to generate media exposure that serves as ad hoc “credibility tools” for your firm, which can be used in your IR program to assure current investors, prospects and referral sources that you are a safe choice.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

FEBRUARY 14, 2013

I had big plans for my Blog. My competitors all had Blogs, and I needed one. It would complete my marketing. Falling in love with my Blog was so easy. WordPress.com was the perfect matchmaker, and my Blog didn’t cost me a penny to build. Topics we would cover together. Discussions I would moderate.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

SEPTEMBER 8, 2023

So most law firm marketing plans are based on putting several lines in the water, and hoping something takes the bait. Shortcoming #2 : Failure to Drive (Relevant) Top-of-Mind Awareness Among Target Audiences Like other service-related businesses, law firms have no insight into when a client or prospect will require their services.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

DECEMBER 28, 2016

reasons why your __ (law, graphic design, accounting, management consulting, public relations, engineering, financial planning, advertising, technology, healthcare, beauty, payroll, etc.) With the understanding that industry awards represent a substantial worldwide economic enterprise…here are 3.5

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

AUGUST 14, 2015

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. Be Fearless – You must serve as the marketing function’s ambassador within your company.

Paid Search Agency 100

Paid Search Agency Enterprise Management Lead Ranking Work Management 100

Marketing Craftmanship

FEBRUARY 24, 2016

Create a simple plan that identifies key blog topics related to your firm’s value proposition (why people should hire you), and integrate those topics into an editorial calendar to ensure that you cover those topics over 6 months or a year. Be a thought leader; not a news service. You have no blogging strategy.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

FEBRUARY 7, 2017

The opportunity loss in not hunting for larger game is that you can never know a prospect’s current situation, mindset or future plans. That same performance dynamic holds true in marketing your firm.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

OCTOBER 26, 2011

” As I prepared to use this high profile law suit as a news hook for a blog post on publicity stunts (although PETA would likely deny the filing is a stunt), I ran across an excellent 2008 post by James L.

Public Relations 100

Public Relations PR Advertising Agencies Profiling 100

Marketing Craftmanship

NOVEMBER 17, 2011

Like the best putters, they are confident in their course of action, follow through on their plan, and have the patience to wait for what sometimes can be a very long putt to drop. Firms that succeed in making the short list believe that consistent, intelligent contact with target audiences will yield results.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

NOVEMBER 30, 2014

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. Be Fearless – You must serve as the PR function’s ambassador within your company.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

SEPTEMBER 15, 2013

These traditional corporate anniversary tactics may yield a few congratulatory notes, but will not deliver what might have been achieved – in terms of confirming core values, building corporate culture, and reinforcing brand presence – if the company had approached the opportunity in a strategic manner.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

For many firms, the database creation is relatively easy; but content development can be extremely difficult because it takes time and planning. The two necessary component are an up-to-date database (or CRM system), and interesting, relevant content to send to them on a quarterly basis.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

APRIL 19, 2012

Our cross-border solutions enable the HQ finance and HR teams to quickly and efficiently implement expansion plans, establish appropriate entities, get overseas employees paid, and navigate unfamiliar overseas tax codes and compliance regulations.”.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

SEPTEMBER 1, 2015

Another way to stand out is to forgo the traditional cocktail party or reception, where great expense and advance planning can all be for naught if bad weather or a competing event keeps your invited guests from attending.

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

JANUARY 5, 2012

However, this solicitation must be carefully planned and very genuine, or the potential for this effort to backfire, internally and online, is fairly high. In some cases, it may be beneficial to lobby for employee support on Glassdoor.com by asking them to express their satisfaction with the company.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

MAY 4, 2012

Expecting the worst, I shuffle my feet, planning a rapid retreat from the house. [ Having just suggested that Mrs. Jones is an unfit housekeeper, she is clearly shaken and unable to respond. She looks at the Sales Trainer, and then at me.

Paper 100

Paper Tactics Advertisements Advertising 100

Marketing Craftmanship

MARCH 16, 2012

Plan media solicitations last. 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.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

JULY 13, 2011

They have a specific plan to merchandise the credibility and thought leadership related to the marketplace exposure directly to target audiences in advance of seeking the speaking opportunity. Smart marketers work backwards. That way, their ability to convert a public platform into bona fide business results is significantly enhanced.

Work Management 100

Work Management CPA Cost per Acquisition B2B Marketing 100

Marketing Craftmanship

MARCH 7, 2016

Website : This is the mother ship of your brand. Lots of funds have websites, but very few of those sites provide meaningful insights into the firm, or deliver compelling reasons for investors to learn more about them.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

APRIL 17, 2011

Two months later, the CEO engaged me again, to help his marketing director make the plan actually work. Several years ago, I was asked by a new client to create an integrated marketing strategy to serve as that company’s detailed blueprint to be implemented entirely by the CEO and his young, in-house marketing director.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100

Marketing Craftmanship

NOVEMBER 9, 2017

With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity. Preparing A Game Plan. Here are some primary considerations in preparing and implementing a game plan: Treat Restructuring as Crisis Communication. Anticipate Unpleasant Surprises.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

SEPTEMBER 4, 2015

Americans already understand that the Trump brand may be built on smoke and mirrors, but they don’t care about his plans or details because of politicians’ broken promises in the past. Facts and details will not be the Achilles Heel of the man in the empty $5,000 suit. The political system’s failure has legitimized Trump’s candidacy.

Television marketing 100

Television marketing Ad Agencies Opinions Act-On 100