Talking Shop: Another Agency Blog About Hiring An Agency

Bari Cener, Director of Client Services

Ilene and I recently attended an event that matched us with companies who had identified and expressed varying needs or holes in their marketing efforts. It was modeled against from a speed dating scenario, where we had a set amount of time to chat with each company representative and engage in a mutual exchange of “We need this” and “Here’s how we [White Space] can help.”

It was a long, full day but a good exercise in exploring different industries and corporate personalities. We also got a view of how companies perceive us, as an agency, and what that may mean to an entity that already has in-house marketing.

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Topics: marketing strategy

Marketing Strategy Kick-Off: Defining Goals And Mapping Customer Journeys

Bari Cener, Director of Client Services

Very few people have the luxury of being a totally free spirit… although wouldn’t that be fun? Most of us need structure and planning to get through the day—and to be able to (hopefully) cross a ton of stuff off the always-growing to-do list.

In marketing, building structure and strategy isn’t a fully linear process (as much as we’d like that to be true). Things come up that force reassessment, redirection. That said, there are key steps that can help make creating strategy a more efficient and effective exercise.

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Topics: marketing strategy

Strategy Isn’t Just An 8-Letter Word

Bari Cener, Director of Client Services

Every marketer knows that strategy is necessary for effective execution, but oftentimes we get that deer-in-the-headlights look when it’s time to get down to business. . This hesitation isn’t necessarily rooted in fear. Rather, key players become anxious thinking about all the “stuff” that accompanies the strategic process—so much so that the process gets marginalized.

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Topics: marketing strategy

Prioritization And Project Management: Building A Solution-Focused Environment

Annette McMichael

In last week's blog, my colleague, Bari, explained her time-tested (and mom-approved) approach to prioritization, which focuses on a perceived short-term, mid-term, and long-term view of tasks, actions, and goals. It's a helpful strategy for both the big picture of things and the everyday minutiae.

If you’re someone who needs a more concrete prioritization methodology, there’s a fairly simple step-by-step process that can help you identify, rank, and assign importance. While dollar signs often dictate prioritization, this formulaic approach takes a combination of factors into consideration. You might find that cost isn’t the be-all end-all.

So, how do you set your priorities when they’re too close to call?

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Topics: email marketing, marketing strategy

Why Judging A Book By Its Cover Can Be A Good Thing

Shina Neo, Editorial Manager

"Don’t judge a book by its cover.”

“It’s not what’s on the outside, but what’s on the inside that counts.”

That’s nice to hear, but it couldn’t be further from the truth when it comes to marketing. Full disclosure, I’m quick to judge. I think a lot of people are, whether they own up to it or not.

Unfortunately, we tend to form assumptions and make hasty decisions based on personal experiences, preferences, and dislikes. So, while you may want to offer the benefit of the doubt or put on your self-righteous hat, the fact of the matter is, in marketing--as in most aspects of life--first impressions matter.

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The Wrong Way To Email

Sylvia Anderson, B2C/B2B Writer

I do a lot of research when writing content for clients. Recently, I ran across a link that seemed it would be largely supportive of one of my blog assignments. It was a gated article, which is fine—I don’t mind filling out a form.

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Topics: email marketing

Perfecting CX: I’ll Scratch Your Back (And You Don’t Have To Scratch Mine)

Sylvia Anderson, B2C/B2B Writer

In my blog last week, I referenced that I believe I’m becoming a “real, human marketer.” What I meant by that is that I’ve started to look at everything from a marketing, branding, customer journey, and customer experience perspective. I would not go so far as to say “the student has become the master” (I still have a lot to learn), but it’s actually quite fascinating to observe the world in this new(ish) light.

One thing I’ve observed is that brands who “do it right” share this defining characteristic: They really take care of their customers.

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Topics: email marketing, marketing strategy

Billionaire, Shmillionaire: Brand Integrity Matters, No Matter The Size Of Your Company

Sylvia Anderson, B2C/B2B Writer

Last week’s biz buzz included a debate on whether or not Kylie Jenner is truly the youngest “self-made” billionaire. As part of the Kardashian empire, commentators on either side questioned whether Kylie’s fame and fortune prior to starting her makeup line excludes her from the self-made designation.

Skeptics would say she had plenty of support and thus doesn’t deserve the title. Supporters would say she used her own money to start the company and the success that followed was very much in her control.

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Topics: email marketing

Employing A Prioritization Strategy That Produces Results

Bari Cener, Director of Client Services

In last week’s blog I discussed why prioritization is so important for progress and why it’s so much more than just picking your battles. There is a method to the madness.

Unfortunately, gaining a clear understanding as to why one action ranks over another is oftentimes tricky. Anyone who has felt inundated with work, life, relationships knows this firsthand. It takes a little work to determine an order of prioritization, but it can be done.

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Topics: email marketing, marketing strategy

The Only Thing I Want Is Everything

Bari Cener, Director of Client Services

Death, taxes, and a 9:30 a.m. Uberconference call with Ilene every Monday through Friday--these are the certainties in my life.

I requested this call about three years ago. We had started to get busy enough where she was handling one end of the company and I was handling the other. A bad habit of skimping on communication meant, at best, gaps between the two of us. At worst, it meant holes is client interactions. So, this became our morning huddle and our time to find out what was on each other’s dockets.

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Topics: email marketing

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