marketing

Whether you are interacting in a sales capacity with a prospect for the first time, or pitching a complex proposal to an existing client, you are the face of your organization and should always adhere to best sales practices.  In order to authentically solve your customer’s problems with your company’s solutions, it’s best to align yourself with your company’s values and mission to effectively promote products and services to your end users. If your marketers...

The Impact of Sales Approaches

In recent weeks, I’ve read and watched tales of two very different entrepreneurs who both led their companies to calamity. They marketed a product or event well before it was ready in order to gain publicity and investors. In both instances, a contractor (among many others) hired to do marketing eventually challenged the CEOs to prove they could do as advertised or pull back on claims. This is perhaps one of the prickly parts of being...

Marketers vs. Makers: What Happens When They Don’t Play Well Together

Last month, The Atlantic published an article on luxury resorts struggling with requests for free stays from so-called Instagram influencers. Such exchanges are nothing new; in fact, the FTC mandates that bloggers and other social media users disclose if a product or service is given gratis in exchange for a review or mention. Typically this disclosure comes at the onset or closing of a post with a line letting the reader know this post is...

How to Pitch Like a True Influencer

While everyone was fixating on hurricane coverage over the past several days, another storm was brewing—a massive data breach announced at Equifax. And unlike those living in the Caribbean, Gulf Coast and Eastern Seaboard, this one impacts up to half of the U.S. population. It’s OK if you didn’t realize that one of the nation’s largest credit reporting agencies failed to keep cybercriminals from stealing vital data on up to 143 million consumers. Equifax leaders...

Why Equifax Gets an F for Incident Response

When I was asked to give my thoughts and perspectives on the next generation of marketers, I thought it would be easy to describe them. I’ve been teaching at the college level for the past 17 years (yikes!). As a practitioner faculty member at a small, private college for the past four years, I’ve seen the youngest of the millennial generation in my most recent marketing classes. And to be honest, they live up the...

The (Mostly) Pros and Cons of Working with Millennial Marketers

“Oh, not that ad again!” The repetitiveness of advertising is never more apparent than during a televised Super Bowl game. The eagerly anticipated Super Bowl commercials, at first blush, are seen as novel. By the time the same commercial has been countlessly aired over the ensuing months, the audience may feel annoyed, or, if all goes according to plan and science, captured by the advertiser’s message and ready to make a purchase. Rule of Seven...

In Advertising, More Frequency = More Effectiveness

“It’s the most downloaded asset on our organization’s website,” our client proudly stated. He was referencing a membership magazine we create for (ISC)2, the Clearwater, Fla.-based global information security professional organization with almost 125,000 members. The bi-monthly magazine, InfoSecurity Professional, is published digitally and, occasionally, as a print version, and has held this prestigious “most downloaded asset” status for several years. In the most recent membership survey conducted by (ISC)2, the magazine was lauded with pages...

Measuring the Effectiveness of Content Marketing

How hard can it be to design a one- or two-word logo (stylized letters) with or without an accompanying symbol and slapping on a tagline? In reality, designing the core element of a brand—a combination mark (an emblem that uses both words and symbols)—requires a knotty mixture of knowledge in marketplace research, marketing, design, shape psychology, structure, symbolism, application of subliminal elements, color theory and typography. (Logo is a catch-all term for the combination of...

Logo Design Considerations

This weekend actress Meryl Streep, while accepting a lifetime achievement award during the Golden Globes ceremony, spoke out against the tone the U.S. President-Elect has set through his actions, words and online behavior. And, playing right to Streep’s point, Donald Trump responded through Twitter with unflattering comments about one of the most acclaimed actors of all time. Earlier, those invested in Toyota saw their stock price fall after Trump sent out a far-from-complimentary tweet about...

Does Your Company Need a Reputation Manager?