At Arthur Andersen, communications planning was part of my day-to-day activities. And I was trained to plan communications. Our marketing department had a distinct way of doing this. (In fact, it was at Arthur Andersen that I received training on The 7 Habits.) To this day, I apply communications planning to strategic communications for service-based clients. …
When providing logos and images for print projects, there are a few things to keep in mind. Not all logos are created equally. We are looking for Vector files or HIGH-RES images only. Here’s a brief rundown so we can efficiently move forward with design for you, and meet your deadline. Logos and Images for …
I woke up one morning with an awful memory of the most negative, hard to please, fast-paced-without-logic-or-specialized-marketing-knowledge-or-metrics boss I’ve ever had. My pervasive thought was: “You, sir, are the antithesis of a leader.” (Essentially, someone who does not understand leadership vs. management–the differences between them and why it matters.) The internal dialogue continued. “Although you …
Leadership vs. Management: Why It Matters to Marketing Read More »
Ever wondered why we love Thanksgiving so much? It has to be the leftovers. Let’s face it, on any other day, a turkey sandwich is nothing to get excited about. But the day after Thanksgiving, it’s sublime.Like Thanksgiving turkey, content is more delicious when served in small portions the next day. Traditionally when creating content, …
Talking Turkey: Content Marketing with Jasmine Holmes Read More »
Business owners, internal marketing stakeholders, and entrepreneurs might benefit from hiring a strategic marketing consultant, but often aren’t aware of the circumstances that would prompt such a decision. Also, there is a lack of understanding about the problems a marketing strategist and consultant can solve, resulting in leaders asking “Why hire a strategic marketing consultant?” …
In my earlier post Firing Customers: Why and How, I referenced Collapse of Distinction: Stand Out and Move Up While Your Competition Fails. This is a book by Scott McKain and although I haven’t read it yet, he has published an informative article on MarketingProfs.com: Why You Should Fire (Some of) Your Customers. Herein, he recommends who to …
The Alternative to Firing Your Clients: Better Screening Read More »
“Start with a goal.” It sounds so simple. And it’s a message that’s so pervasive. Yet putting goal-setting into action can range from being an exercise that begins with positive momentum but becomes difficult to maintain to virtually non-existent due to day-to-day demands. Nevermind full-on strategic planning, which can be too daunting, misguided, or cumbersome …
Nonprofits need segmentation strategies. One of the biggest problems I see as a donor is when I receive mailings and other costly marketing materials (such as gala invites) when I have only donated a small amount to a particular charity. Nonprofit organizations need to understand their markets (i.e., target donor personae) and design communications strategies …
Rockstars have magnetism and devoted fans–both good things for small businesses. Here’s my brief rundown of what we can learn from them: 1. It’s all about the show. Whatever’s going on behind the scenes doesn’t matter when we hit the stage. 2. Sometimes the leaders must pull the weight and/or create a distraction so the …
Many small businesses or even mid-to-large-sized businesses with geographic dispersion have marketing people in-house or at least marketing-minded employees, whether at the top or within the company’s ranks. But oftentimes, there’s not a dedicated, experienced resource at the C-level. The lack of a Chief Marketing Officer (CMO) or equivalent leadership role often results in a task-based …