Today’s guest post is written by Brad Breininger.
A quick search for “buy logo” on the Internet will deliver a wide range of purveyors with prices such as $29, $38, and $59 – even some “starting at $5.”
Does anyone really believe that a $5 logo is the right solution for any business? Where do $5 logos even fit in the world of branding?
Startups and growing companies have a unique mandate – they must create an image, communicate their value proposition, and build awareness quickly.
With the rise in outsourced logo design, it seems as though branding has become simple, cost-effective, and nearly effortless. In these scenarios, companies can create a “brand” with little effort and minimal strain on capital. Why spend thousands if you can spend less than 60 bucks? Continue Reading »
Today’s guest post is written by Lisa Gerber.
Despite the fact we all might get writer’s block from time- to-time, there is no shortage of ideas, or places for inspiration for content topics.
But let me ask you this: Do you have a mission for the content you provide?
There are plenty of businesses out there for which finding your mission might seem straightforward.
A winery comes to mind as an example; they can talk about the process of making wine, the grapes, pairing the wine, recipe ideas… and much more.
On the other end of the spectrum is a widget maker – let’s say a manufacturer of electrical paint for transformers. Their market is much more narrow and more difficult to connect with online, than a winery, which would have a much more mainstream audience. Continue Reading »
Today’s guest post is written by John Trader.
Working directly with international markets during the past few years has broadened my perspective on a number of things.
It’s given me the opportunity to learn and understand the structure and nuances of many different business cultures outside of my own.
And I’ve noticed something about the way some companies are built in the U.S.
I realized individualism, one of the fundamental principles our culture is built on could possibly be the largest impediment to deconstructing the silos that reemerged following our most recent economic downturn.
In other words, the focus on independence in the U.S. vs. interdependence in other foreign cultures can often be a serious roadblock to opening doors that foster communication integration – a factor many believe to be the key to success in the modern economy. Continue Reading »
Today’s guest post is written by Krista Giuffi.
Do you remember reading fairy tales as a child?
They were usually steeped in a life lesson that was subtly engrained into our psyches.
Like don’t judge others by external appearances (Beauty and the Beast).
Or don’t take candy (apples) from strangers (Snow White).
Or don’t break into a bear family’s house or you’ll meet an untimely end (Goldilocks).
OK, maybe it didn’t go quite like that…
We remember these stories and their lessons through life, much like we keep with us our professional experiences through our careers.
I was reminded of a true life tale of organizational change after reading Gini Dietrich’s post on company silos and leadership. Continue Reading »
Today’s guest post is written by Adria Saracino.
The traditional sales pipeline is dead.
Customers no longer move down a linear corridor from marketing and PR to sales.
Rather, the customer is constantly connected – and expects the same of his or her favorite brands.
The customer now wants (and feels entitled to) a true relationship.
Easy peasy, except this constant connectivity creates a mass of data through which businesses must sort and respond. This is no easy endeavor and can quickly turn into information overload.
That’s why now, more than ever, it’s crucial for businesses to have a system in place for wrangling, redirecting, and nurturing this flood of customer data coming in from all directions. Continue Reading »
Today’s guest post is written by Bob Reed.
I have to get something off my chest.
I like strategy and process.
I like developing communications roadmaps that take companies someplace and accomplish something.
I’m not one of those “pull it out of no where” communicators. A strategy based on engaging in correct and extended tactics during a long period of time will pay off and yield tangible returns.
Call me crazy but cogent plans help me sleep at night.
Yet, so many companies persist with the need for instant gratification. They persist with short-term thinking brought on by even shorter-term attention spans.
I don’t mean to go on a rant here (apologies to Dennis Miller and not the current one; the one at the time when he had talent), but precision is needed to strategize and execute integrated social media marketing campaigns and to measure their business outcomes. Continue Reading »
When carpenters build a house, they create a plan, get the materials, and gather their tools – from saws and sandpaper to hammers and screwdrivers. The carpenters carefully sequence their activities. First they lay the foundation, then the frame. Then they install drywall, and finish with paint, carpet, and appliances.
It’s the same with your marketing program. You create your plan, gather your tools, and begin to lay the foundation. As you gather your tools, it’s important to understand how each fits into the larger marketing mix, even if it’s not your core area of expertise.
Martin Waxman talked a bit about this in What’s Wrong with Advertising? He talks about how important it is to know basic programming, search, social, and more as an advertiser.
You don’t have to be an expert in all of the tools available to us, but you do need to know enough about how they work in order to include them in your planning. Continue Reading »
I’ve been reflecting recently on the changes that have happened to the public relations industry in the past few years.
We’ve seen more technological advances in the past five years than we’ve seen in the last 50 combined. It used to be all we had to worry about was advertising, public relations, and direct marketing. Then we added websites and email marketing.
Now we’re told our websites are about our customers, not about us, so the content has to be revised. Websites can’t tell our story, but we can use the Facebook Timeline for that purpose. It’s OK to be self-serving there, as long as we’re also engaging and providing valuable content. Continue Reading »
Today’s guest post is written by Tom Bishop.
Ever been to the theater?
There’s a feeling of anticipation as you enter the dimly-lit theater and find your seats. Your eyes adjust, and you notice that half the seats are empty. The orchestra tunes up, and on stage, you see the curtains part just a hair as somebody peeks out.
Behind those curtains the air is thick with anxiety. Chorus members stretch nervously. The lead man hurriedly recites lines. The diva is tossing lunch. The producer, peeking through the curtains, is wondering one thing:
Where is everybody?
He sees the same thing you did. It’s only five minutes to showtime and the house is less than half-full. If you’ve ever produced a webinar, you know exactly how this beleaguered producer feels. Continue Reading »
Today’s guest post is written by Brian Meeks.
I know almost as much about PR as I do about women. I won’t go into the math, but suffice it to say that it is a whole integer well south of zero.
I do, however, know a thing or two about data.
There is frequent discussion of measurement, which is what I did for GEICO (Where a 15 minute call could save you 15% on your auto insurance), when I was in their marketing department.
It makes sense a PR professional would like to quantify how their campaign has brought love and understanding to their client. That is how you keep them writing those checks, right?
What is the best way to find out what people think about your “Bob’s House of Bacon” YouTube campaign? Well, you could ask them. Surveys are always good…well…unless you do it in such a way that it makes the customer mad and they decide to write a scathing blog post for a wildly popular PR blog. Continue Reading »