Just when you think you fully understand the buying influences and the right messages, think again. One thing that I’ve learned during my career is to routinely take a second or third look, after you think you’ve got a market all figured out. BtoB buying influences can easily allude the marketer or PR pro who […]Read more "Taking a New Approach to Reaching the Real Buying Influences"
Early in my career in the years “B.I” (Before Internet), I began experiencing first-hand the marketing power of pumping out useful, insightful content to the marketplace. My colleagues and I proved that we could magnify the perception of a very small company as a leader, by demonstrating what they know. Our Detroit-area agency did the […]Read more "Application Stories Fueled B2B Manufacturing-Tech Leadership"
Take a close look at what time-lapse could do for you – whether it be actual video footage or graphics.Read more "“Will It Blend” is the Ultimate Demo"
My workday adrenaline is fueled by the fact that business innovations are exciting, new technology enthralling. Likewise, B2B marcomm messaging should tap into new and engaging energies, rather than reverting to hyperbole and braggadocio. And why do we need to always be as serious as a funeral home? So, here’s my first in a series […]Read more "Borrow Best B2C Campaign Themes for B2B Messaging"
Some companies have a strange view of Media Relations, and the practitioners of the craft that they hire are always under the gun to get something out of almost nothing. What if a friend told you: “Yes, I’ve made a career out of asking my relatives for favors and money. I do it every month, […]Read more "Media Relations is not Favor-Mongering"
Authenticity is growing as a guideline on business websites, but it’s getting rarer on TV these days.
I recently went to a taping of Chelsea Lately, the rude, shallow but amusing gossip/talk show on the E network. I expected that an under-employed comedian would be warming up the small studio audience prior to the taping – what I didn’t expect was that it would be an obnoxious Laugh-Nazi.Read more "Have You Laughed at Chelsea Lately?"
Some additional thoughts related to David Meerman Scott’s book The New Rules of PR and Marketing. (Also see my last post). David opens the book by describing his frustration when going to the internet, in casual shopping mode wanting to learn about and compare car models, and finding only 0% financing come-ons and old-school advertising. […]Read more "Was the Saturn Car Company Authentic Enough?"