Vitamins or pain pills – what marketing plan outline are you using?

by Shade Wilson

Jul 13, 2016 2:09:26 PM

 

For most organizations marketing seems to take one of two forms.

For some it’s a Vitamins approach, with a focus on building out initiatives based on long-term strategic opportunities.
  • Addressable new markets 
  • Evolving trends in customer usage or behavior
  • Entrance or exit of a competitive brand or category
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Topics: Marketing Strategies

Connecting your marketing plan to your sales process with PPVVC

by Shade Wilson

Jun 29, 2016 7:26:30 AM

One of the biggest challenges many companies face is how to effectively connect their marketing plan to their sales process. Too many times the groups operate as totally separate units without finding ways to work together.

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Topics: Lead Nurturing

Stop It - Marketing techniques that could be harming your business

by Shade Wilson

Jun 15, 2016 12:12:44 PM

 

Digital marketing is a venue of continual change. Marketing techniques that were heroes of yesterday have become the zeros of today as the landscape continues to evolve. From Google algorithm updates, to social media channel proliferation to the ability for all organizations to capture and utilize big data to improve their marketing the pace of change is amazing. With change not only are there things you should add to your program, there are also some that need to be taken out. Here’s a list of tactics you should stop doing this year.

Previously effective marketing techniques that need to stop

 

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Topics: Awareness & Traffic

Competitive analysis based on customers first, competitors second

by Shade Wilson

Jun 1, 2016 7:30:00 AM

So you've been asked to undertake a competitive analysis project. Easy enough—look up every company that is classified with the same SIC code as your brand. 

Job done, right?

Maybe, but with such a narrow approach in your market research you could be missing a lot of information that will have a big impact on your company's success.

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Topics: Marketing Analytics

How to make the most of a marketing budget cut

by Dionne Kumpe

May 18, 2016 8:00:00 AM

It’s a classic situation: You’ve been tasked with achieving long-term objectives, so you develop plans, secure funding and start implementing. Then the world changes and you pivot to address short-term needs with limited resources. [Cue the Advil.] Now the biggest question on your mind is:

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Topics: Marketing Strategies

The Courage Not To Change

by Aaron Dotson

May 5, 2016 7:25:57 AM

For many marketing organizations, the answer isn’t “start from scratch.”

I recently met with a new client who was having challenges with the success of her brand’s marketing program. She showed me the extensive research her previous partners had done, the overall marketing strategy, the subsequent creative executions and the analytics related to the campaign.

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Topics: Marketing Strategies

Are you telling only half of your branding and marketing story?

by Shade Wilson

Apr 20, 2016 8:30:00 AM

It seems like everywhere we turn analytics is a key topic in branding and marketing circles. We’re living in a data-centric world with objective, rational customer purchase decision-making.

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Topics: Brand & Message

Trying To Be A Better Client

by Aaron Dotson

Apr 7, 2016 1:39:48 PM

 

Image courtesy of Baskervill

How two decades of creative collaboration (almost) made us better at it.

Late last year, our office began planning an expansion of our physical plant. We called our longtime architects, Burt Pinnock and Tim Hamnett of Baskervill, and asked them to help us design the office of tomorrow for our growing firm.

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Topics: Creative Development

How a smarter marketing strategy is a connected buyer journey

by Shade Wilson

Aug 7, 2015 1:27:54 PM

 

The purpose of marketing strategy is to set a direction or blueprint that all tactics and executions can be aligned behind to drive toward an agreed goal. Traditionally, this has been the work that goes on at the beginning of a new initiative or campaign. 

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Topics: Marketing Strategies

How to sell an idea

by Aaron Dotson

Jul 23, 2015 1:02:52 PM

 

Anyone who says “a great idea sells itself” has probably never actually sold one.

See, great ideas, by their very nature, are scary. They are unexpected, often uncategorizable and lack the safety net of reliable guarantees that make traditional, “tried-and-true” ideas so easy to approve.

That’s why you must put as much care into selling your idea as you put into making it. 

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Topics: Brand & Message

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