Imagine yourself to be Henry Ford, watching the first batch of Model T cars leaving the assembly line. He might have been able to envision the impact of assembly lines on the economy, but not likely the societal impact of the interstate highway system, the international geopolitics of the oil and gas [More]
How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media. Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]
Marketing has progressed significantly from the days of direct mail addressed to "occupant". Or has it? I recently received a snail-mail letter from a major corporation, addressed to Rondo Greg - not Randall Craig. My wife recently received an email addressed to her work address, asking whether her company - a [More]
Beyond ads, media mentions, and the web, is there another mechanism to build your organization's brand? One that might cost significantly less, yet yield powerful positioning advantages? Brand Transfer is the "borrowing" of another organization's brand to better convey - or even amplify - your own. Consider the following examples: How differently [More]
How much does your organization spend on your brand? Usually, this question yields answers in the following spending categories: research, logo design, collateral production, messaging, and ads. And maybe content, Social Media, and a few other things. While all of these are important, this list is missing the two fundamental delivery mechanisms [More]
Benjamin Franklin said that there were only two things certain in life: death and taxes. But at the end of every year, if you watch TV news, read magazines, or read a newspaper, you know that there is also a third certainty: the end-of-year retrospective. In the case of the Make It [More]
While websites aren't new, most organizations only redesign their website every 3-4 years - which is just enough time for everyone to forget what needs to be done to properly launch it. So, collected in one place, here is our list of what to do to launch your site: Three months prior to [More]
Influencers are incredibly powerful, not just because of their reach, but because of their trusted relationships. They can bring your name and your services to a completely new audience. They can provide insights into your market - and the market's view about you - that are uniquely valuable. They can [More]
Many marketers use webinars as an important strategy, but given the large investment developing the content, finding (and registering) attendees, and the logistics of production, how can you maximize the return on your webinar investment? Here are ten ideas that can help: Include a clear and easy call to action near the end [More]
Most marketers think of themselves as builders. Their work grows the organization, grows market share, grows the portfolio of products and services. A bit more tactically, the marketer builds page views, conversions, and social engagement; underlying all of these activities, the marketer builds trust, and builds relationships. But is there [More]
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