Blog
Category Archives: General Marketing
All Together Now: How Teamwork Can Improve Your Marketing
Normally, using the phrase “feel your boobies” around the office would result in a visit from Human Resources. But boobies were all the rage at JPL last week, and for good reason: nearly 20 JPLers from different departments gathered to brainstorm marketing ideas for a breast cancer awareness charity called Feel Your Boobies. The work [...]
Attract Your Target with Content Marketing
All over the web, users seek information: “I want what I want and I want it now.” To attract the right target audience, we need content that’s interesting to them. And that doesn’t always mean information about our products and services. We turn on a TV program or open a magazine because we’re interested in [...]
Tags: content marketing 2 Comments
Do you really need more leads? Or just better ones?
Some companies follow a “volume” model when it comes to marketing: Reach as many people as you can, and if you convert just a small percentage of those leads, you’ll reach your goal. I call this the “credit card marketing strategy.” Credit card providers send out millions of mailers (both postal and email) to try [...]
Creating the Perception of Value
Most of us depend on getting paid for the work we do. Our clients, customers and employers appreciate the products and services we provide, and pay us for them. But what’s our work really worth? Ultimately, who creates the value? Do we determine the value of our products and services? Do they have inherent value? [...]
Viral Ads Raise Question: Who Really Owns Your Brand?
Most advertisers dream of the day their work goes viral. But the latest ad campaign to light up the internet wasn’t created by an advertising company … nor was it commissioned by the client it named. The situation, while far from common, demonstrates how the lines of brand ownership have blurred in recent years. “Historically [...]
The QR Code Craze
If you’re a marketing geek like me, you’re probably having fun trying to understand the value of the latest craze, QR (Quick Response) codes. These two-dimensional bar codes have been in use in Japan since 1994 but are now starting to take the US by storm. Well, maybe it’s a light rain. QR codes can [...]
Tags: QR codes, Social Media 9 Comments
Mining for Content – Internally
Let’s face it – feeding valuable content on an ongoing basis to your website, blog and other social media outlets can be a challenge. But there’s a resource at your fingertips you may not have considered. In working with clients, we find that marketing teams can be unaware of useful content generated and stored in [...]
Selling Fear
What are you afraid of? Losing your job? Becoming insignificant? Facing something you’ve never done before? Falling out of (or in) love? Threats to your family’s safety? Becoming old and alone? Read that paragraph again. Most of us have a strong emotional reaction to those threats. That reaction causes physical changes. Our pupils dilate a [...]
Tags: Advertising, Marketing 1 Comment
Colleges and Universities Must Compete and Win on Brand Strength
Colleges and universities today find themselves in a hyper-aggressive competition to attract and retain students. Adult learners and traditional students see themselves as “buyers” of a higher-education product. They have different demands, different expectations. They want colleges and universities to serve their individual needs in curriculum, degree offerings, facilities and extracurricular activities. To compete and [...]
Tags: Brand, Higher Education, Marketing 2 Comments
Beyond Digital