As a veteran ad woman, I understand that building a brand entails delivering the brand promise, holistically. This is realized through design, copy, as well as brand “behavior” such as pricing, service, offers, and innovation, so a brand fully conveys what it means to its present and future customers.
Developing specific marketing materials that sell is about messaging: telling a customer what to do in the moment, and why.
Let’s face it, strategy is often used interchangeably with tactics; with the “stuff” of marketing.
You’d think that having a strategy would be central to B2B business planning. But remarkably, that’s not always the case. We often hear that businesses want to forgo the strategic process because they have to focus on revenue.
At WSMG, we are a mixed marriage. Some believe we should state our pricing up front during introductory conversations, maybe even on a website or in other marketing materials. Others say wait for conversations to develop further down the process.
This is a conundrum when your service or product offerings are customized on a case-by-case basis. We don’t offer one-size-fits-all services. In fact, customized plans and programs are our sweet spot.
With Labor Day behind us and Q4 looming in the too-near future, we tend to say, “It’s that time of year again.” The time when companies take a sobering look back at the year-to-date and begin to think about the year-to-come.
Since I’ve spent my work-life believing in the power of marketing, this is the toughest season. Questions arise. Was it worth it to spend cash on paid channels? Was the organic awareness-generating effort worth the elbow grease? Do we have the right people-power in place to bring ideas into action, and action into results?
It’s overwhelming to say the least. We know. We are there too.
Separation of church and state is good in politics and publishing, but not in healthcare.
So often, healthcare organizations keep patient and professional engagement activity divided by a whale-sized moat. Most of the time, separate marketing teams run different patient and physician programs.
While it makes sense to approach subject matter distribution channels differently, this doesn’t mean the strategic thinking should be limited to a view from one audience’s perspective. The perspective, in fact, should be that of the brand.
Middle Child. Latchkey. Sandwich. Boomerang. MTV.
For a group that reportedly hates to be labeled, Gen X has had its share. They’d rather be known for their accomplishments, of which there are many.
Gen-Xers are ambitious innovators and entrepreneurs, having paved the way for advances in science, technology, and manufacturing—all this, in spite of the traumatic events that shaped them (think: Challenger explosion, Rodney King, AIDS epidemic, Vietnam fallout).
If marketing is so simple, why are marketing decisions so hard to make?
Creating a viable communications plan requires strategy—that fuzzy word that conjures up images of a 40-page PowerPoint deck, which ultimately ends up just sitting on a shelf. But, in its best application, strategy is the grease that puts goals into action.
Creating strategy is especially important when introducing a new channel or tactic in your marketing efforts. Without clearly identifying the action you expect, and the impact you hope it will have, a tactic is just a shot in the dark.
I confess: I’ve been reading Brené Brown on gratitude.
To give a little background, Dr. Brene Brown is a research professor at the University of Houston where she holds the Huffington Foundation–Brené Brown Endowed Chair at the Graduate College of Social Work. Per her bio, “She has spent the past 16 years studying courage, vulnerability, shame, and empathy and is the author of five New York Times bestsellers. Her TED talk—The Power of Vulnerability—is one of the top five most-viewed TED talks in the world, with more than thirty-five million views.”
There are 12 weeks left before Thanksgiving. That’s the nominal end of 2019. What does that mean for you?
Complex businesses with multiple product offerings and audiences often lead us down the road to convoluted websites, multi-pronged sales processes, confusing messaging, and bored-to-death email campaigns.
And if we can’t figure it out, how do we expect our customers to?
