Do you see your Brand flourishing or withering in 2011?
As an Advertising Director, I assume a moral obligation with my clients that I take very seriously:
To promote their brand ethically & aesthetically,
and defend it from stupid people.
Over the years I’ve learned that the greatest danger to brand integrity does NOT come from the outside, it comes from stupid, myopic brand management aspirants who will do almost anything to make their quarterly numbers.
Short-sighted MBO tactics can suck the lifeblood out of a vibrant brand and hobble its full market potential.
Read more: Do you see your Brand flourishing or withering in 2011?
Managing Relationships: The Key to Marketing
Marketing to me is all about managing relationships; primarily those with your customers and prospects, but also those with employees and suppliers. For more than ten years, I’ve had the good fortune of working with clients in customer service roles, with prospects in sales roles, with suppliers as a production manager and finally with employees as a business owner. I have learned that the way you manage these relationships can be the difference between success, just getting by and complete failure.
Read more: Managing Relationships: The Key to Marketing
Feeling Hot, Hot, Hot!
Using Weather to Increase Sales and Productivity
It's late August and absolutely smouldering as I write this article. Summer 2010 has been hot, humid, rainy and even haily (not a real word). The heat has got me thinking about how important temperature is to marketing, sales and workplace productivity here in a city with such extreme, varied weather.
Although we often feel that weather is uncontrollable, the truth is that there are many ways we can work with the weather to maximize results. Regardless of industry or location, weather has a huge effect on both customer behaviour and employee productivity. The key is finding ways to make it work for you, not against you.
Read more: Feeling Hot, Hot, Hot!
Should you run a seasonal sale?
The correct answer is: It all depends.
Here are a few things to consider before committing to a seasonal sales event:
1. If you sell a ‘seasonal’ product, the answer is no
Your advertising efforts should focus on the benefits of your product or service. Remember: sustained price-point advertising trains customers to shop for the price, not the best value. Best price is not a brand loyalty anchor.
Read more: Should you run a seasonal sale?
Building a Well-Organized, Superstar Marketing Team
Developing professional, effective marketing strategies starts with improving team organization. Whether you employ an internal marketing team, outsource to one or more agencies or utilize a combination of both, great marketing starts with a well-organized team.
Great people lead to great marketing.
The start of the process is reviewing your company’s past marketing performance to determine where your company succeeded and where you failed. Did you meet past goals and targets? Are you proud of the marketing communications you presented? Next, it’s time to complete an in-depth analysis of your marketing team and organizational structure, as well as future goals. You can then assess the options available to your organization, and begin to choose the structure that works best for you.
Here is a short step-by-step guide designed to help you build your great marketing team:
Read more: Building a Well-Organized, Superstar Marketing Team