The Age of the Advocate
The key to advocacy is information. Honest, seemingly unvarnished information from people in the know. It’s a method of marketing that isn’t marketing, though it takes as much strategy as any other form of marketing. It isn’t new but it is getting more important.
The Value of Pessimists
There’s nothing I love more than hearing somebody tell my why something can’t be done. Okay, there are really a lot of things I love more. The point is, I’ve really come to realize the value of those frowny little conversational storm-clouds we all have in our lives. I was once inclined to dismiss them, […]
3 Simple Social Techniques
Your big announcements are important in social media but you need to make sure you build an audience to hear them. We aren’t diving into the weeds of social strategy here. I just want to touch on three key things that might be holding back some companies who know they haven’t been doing social media […]
Garbage Out, Nothing In
The goal is always to make sure you get solid leads from a campaign. If your previous campaigns haven’t been performing up to snuff, the first thing we’re likely to look at is the quality of content you’re offering. They won’t give you their email to download some generic pdf. Nor to watch a webinar […]
Purpose or Perish
A little while ago, we talked about the difficulty of predicting where the customer would focus their attention. Now, let’s granulate that view to better predict the type of media that will produce real conversions. Everybody talks about how they produce media with impact. It’s an easy cliché to pull out for a pitch. Managing […]
Behind the Festival Glamour
There’s an idea that there are only winners and losers. The idea that in order for you to succeed, someone else must fail. But sometimes it really pays to step back and say, “What happens if we focus on making sure everybody gets what they need?” The most cinematic time of the year Festival season […]
Inside the Space Van
There’s a difference between obsessive behavior and true passion. Passion spills out. It enhances every faction of your life and everything you’re passionate about, in turn, informs what we do from day to day. Passion will keep you going when obsession has long worn out. It’s that passion that makes you able to plow through […]
Brevity
Lead with your most important message. Don’t waste time on long introductions. Listen, this isn’t the 1800s anymore. People used to have time to spend the first thirty pages of a novel reading about a black horse standing in a field at night before the actual plot got started. Life moves faster now. You’re busy, […]
The New Golden Age of Video
In a world where business sells to business… The first things that leap to mind when we talk video on the internet are either pirated big budget features, painful accidents for teenagers to guffaw at or the omnipresent cute animals doing humanish things. So is there any value in video aimed at B2B?
The Slippery Shopper
I don’t need to tell you that the customer is a slippery fish. You’re here because you know that and you need to stay on top of the game. You know that every year consumers come to the checkout a little more informed by product spec-sheets and customer reviews. It’s been a long journey since […]