Marketing Craftmanship

JULY 1, 2013

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.

Merchandising 141

Merchandising Wikipedia Forrester PR 141

Marketing Craftmanship

DECEMBER 30, 2013

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.

PR 116

PR Public Relations Advertorial Merchandising 116

Marketing Craftmanship

JANUARY 10, 2015

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.

Best Practice 126

Best Practice Practices Best Transparency 126

Marketing Craftmanship

JANUARY 16, 2013

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.

Tactics 100

Tactics Public Relations CPA Merchandising 100

Marketing Craftmanship

FEBRUARY 13, 2015

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.

Transparency 109

Transparency Merchandising Conference Tactics 109

Marketing Craftmanship

MARCH 16, 2013

But if you are unable or unwilling to generate meaningful content on a consistent basis (at least twice a month), or to merchandise your blog content properly (which means taking specific steps to promote the content with target audiences), then do not start a blog.

Social Media 118

Social Media Media Social Medium 118

Marketing Craftmanship

FEBRUARY 5, 2013

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.

Cross-Sell 109

Cross-Sell Merchandising Sales Training 109

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. 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.

CPA 116

CPA Work Merchandising Advertising Agency 116

Marketing Craftmanship

MARCH 16, 2012

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.

Merchandising 100

Merchandising Public Relations SMB PR 100

Marketing Craftmanship

APRIL 12, 2011

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?

Merchandising 109

Merchandising Marketing Vertical Exchange 109

Marketing Craftmanship

FEBRUARY 16, 2013

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.

Merchandising 100

Merchandising Public Relations Search Engine PR 100