Marketing Craftmanship

Thought Leadership Merchandising: Rising Above the Noise

Marketing Craftmanship

Merchandising Strategy Precedes Content Development. Proper application of Thought Leadership-based content begins with development of a content merchandising strategy, involving two basic questions: What measurable outcomes do we want our Thought Leadership to achieve (other than having people think we’re smart)? Thought Leadership Programs Must be Accountable for Business Outcomes. Thought Leadership is one of the most widely used terms in B2B marketing.

Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

It’s All About Merchandising. The attribution is unsupported, but Albert Einstein is often credited with the quote: “Insanity is doing the same thing over and over again, and expecting different results.” Its source notwithstanding, the axiom applies perfectly to the great number of companies that retain PR firms, year after year, to generate publicity that will have little or no impact on tangible business outcomes.

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Hedge Fund Marketing: From Oxymoron to Best Practices

Marketing Craftmanship

Merchandise conference participation. Published in January 2015 Edition. This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

Merchandise conference participation. To survive and prosper in a marketplace where transparency and trust are now valued by investors and promoted by regulators, hedge funds will be increasingly required to build a rational and risk-averse approach to external communication. Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. Here’s a marketing roadmap designed to achieve that objective: Build your brand strategy first.

Learn Today, Sell Tomorrow: Increasing ROI & Conversions Through Search Metrics

Search metrics can drive conversion by helping website owners, and marketers learn from their online visitors. The data provided by an onsite search engine can help personalize the eCommerce experience and turn a visitor into a repeat buyer.

Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

For the firm to benefit from the credibility associated with publication of its partner’s life sciences expertise, it would need to proactively merchandise this inherent 3rd party endorsement. Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value.

Should I Rekindle My Blog Love Affair…Or End It?

Marketing Craftmanship

Was there a strategy to promote your Blog and to merchandise its posts…or did you think that would just “happen”? Can This Blog Affair Be Saved? Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. My sad story: It was love at first sight. A company Blog had everything I was looking for in social media. It would drive SEO. Establish thought leadership. Engage clients and prospects.

What the US Marines Can Teach Your B2B Firm about Marketing and Sales

Marketing Craftmanship

that can be merchandised by the firm to keep the firm in play. Every Marine a Rifleman. Every Marine a Rifleman” is a basic tenet of the US Marine Corps. At boot camp, every marine receives training in marksmanship, hand-to-hand combat and teamwork. Regardless of how (s)he ends up serving in the Corps – as a mechanic, lawyer, clerk, pilot, dentist or pastry chef – every marine is prepared and expected to apply their combat training whenever it’s required.

One Way Smart B2B Marketers Work Backwards

Marketing Craftmanship

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. B2B Marketing Needs Impressive Stuff Like This. Companies invest considerable time and effort in securing and preparing for public events, industry seminars, keynote addresses, webinars and roundtable discussions.

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Avoid the Carnival Barker Approach to Publicity

Marketing Craftmanship

Under pressure to produce media exposure of any kind, PR firms or corporate publicists sometimes generate a placement first, and then attempt to figure out a way to leverage (or “merchandise”) that publicity. Too often, publicity with or without merchandising potential is simply hung on a company’s website like a hunting trophy. Build an internal merchandising system. Publicity Must Be More Than Noise.

How to Match Online Customers with the Products They Are Searching For

Site search is one of the most important tools eCommerce merchandisers have at their disposal. A proper site search solution can match site visitors with the relevant content they need and help the website owner better understand their own audience.

If I get you on the cover of Forbes Magazine…

Marketing Craftmanship

It’s a single, albeit important step in a multi-step process that BEGINS with defining a very specific business outcome the media placement will help to achieve, if the 3 rd party endorsement is properly merchandised. Proper merchandising simply means taking steps to ensure that the company’s target audiences actually receive the credibility tool, in the proper context, and with an appropriate call to action.). …what will you do with that exposure?

5 Ways You Can Merchandise the “Masthead Value” of Publicity

Marketing Craftmanship

Cite a relevant endorsement on your home page – One of the most effective ways to merchandise high-value media exposure is to select a very brief, relevant phrase from the coverage, for placement in a prominent position on your home page. Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure.