Too often, marketing is exclusively focused on bringing new customers into the funnel. While nowhere in the marketing mix is a plan for cultivating existing customers to stay loyal and ultimately become brand ambassadors. Advertising agencies and clients alike are equally guilty of this....
For many B2B companies, trade shows represent the largest single marketing spend and the biggest sales opportunity. You’d think such cost commitment and revenue potential warrants a well-crafted strategic and tactical plan to justify the dollars and resources. But all too often, leadership is left...
7 tips to decide if you should commit to your marketing agency or call it quits and move on. My fiancé proposed on a blustery beach near Charleston, South Carolina, in February 2015. Even though we’d been dating for four years and the heat was on,...
Brand journalism is not new. Evidence of brand reporting and content creation can be found throughout history. However, brand journalism burst into the modern era in 2011 when Cisco launched its own news website, The Network, and hired journalists to write for it. By the fall...
Part 1 of this series discussed the marketing benefits of speaking engagements and how to use those opportunities to engage with current and former clients. Here in Part 2, we examine new business and lead generation from speaking opportunities. ...
We frequently find that clients and prospects are frustrated with inconsistency in producing their brand colors. Accurate color reproduction is a huge challenge today for all firms. But it is a challenge that can be successfully met with the right approach, due diligence and testing....
“Should your organization hire a chief content officer?” speaker Rebecca Lieb, Altimeter Group’s digital advertising and media analyst, asked at a recent digital marketing conference. “The new era of marketing is all about creating a culture of content. In short: You can’t afford not to...
We are frequently asked for our thoughts on the marketing value of public speaking engagements. The question comes from people who have the opportunity to speak before clients and prospects and do so often as featured speakers or expert panelists. ...
They’re like goldfish. You buy a few because they make someone in the family happy, but they don’t last very long. And they're a boatload of work and upkeep for their size. Algae eventually grow on the aquarium. And no one wants to chip in...
If your hospital will soon be celebrating a big milestone such as an important anniversary, grand opening or some exciting news, the right planning can create a lasting impression with employees, current patients and prospective patients....