Monday, July 29, 2013
If there are stories which I rarely tell, they’re my experiences working with Steve Jobs. Why? Because not everyone can be Steve. Whether wanting to bring a company, product or service to the U.S., they’re bent on just doing a launch, not breaking out among the competition. That’s why Steve was different. He always broke out and explored ways to tell his story unlike other companies. He would take strategic, calculated public relations risks so many were afraid to do. When it’s time to bring your story to the market, follow these steps to break out, not follow others onto the scene. Click here to read more.
Tuesday, July 9, 2013
By Elizabeth Crandall Libby
At first glance marketing integration seems seductively simple – all you have to do is take your basic messaging blueprint and roll it out across a range of channels to increase reach, frequency, awareness and engagement. What’s more tantalizing than leveraging existing assets to capture and interact with customers and prospects on the cheap-and-easy?
If only it were that simple. While an effective marketing strategy is always predicated on cohesion, a cookie cutter approach to channel management just doesn’t work.
When I work with clients on cross-channel integration, I like to think in terms of “programs.” By “programs” I mean multi-pronged initiatives with clearly defined goals, objectives, themes, communication points and metrics.
I always start with defining goals that are objectively quantifiable. For instance, “increasing awareness” is too nebulous to qualify as a “goal.” By contrast, “increasing market share by 5%” is a good example of a clearly defined measurable metric. Establishing these parameters early in the process keeps all stakeholders on the same page and serves as the cornerstone for evaluating program performance and return on investment.
Next I develop the objectives – essentially program tactics – that I think will support achieving the agreed-upon goals. These tactics can incorporate a wide variety of elements including advertising, public relations, social media marketing, email, content marketing and promotions. As part of this exercise, I assign a development budget and timeline to keep all the moving parts on track.
Once the tactical elements are in place I develop the umbrella theme that serves as the broad foundation for the program and the finer communication points specific to each channel. For instance, “Big Data Analytics” could be an umbrella theme supported by an email campaign and banner advertisements with a clear call-to-action to spur lead generation and capture conversion. Non-sales oriented content marketing assets including topically thematic whitepapers, contributed articles, blog series and webinars serve as valuable enticements to click-through and convert while establishing credibility and affinity with key target prospects.
This is just one example of how a cross-channel integrated program can come together. The key to success lies in balancing the strengths and capabilities of specific channels and marketing assets to create a sum that is greater than its parts. This embodies the power of integrated marketing.
If you would like to talk further about how an integrated marketing campaign can help you achieve your goals, please feel free to contact me at firstname.lastname@example.org.
Wednesday, May 22, 2013
By Elizabeth Crandall Libby
If you’ve ever worked in brand management at a large consumer packaged goods company you’ve experienced the power of market research at its finest. Comprehensive analysis, reams of charts and graphs and salient sound bites all wrapped up in a sophisticated methodology that ensures statistical significance and specified degrees of confidence.
And if you’re working on an established global brand into which millions of marketing dollars have been invested over decades, you’d be crazy to tinker around with your marketing mix without the benefit of these reliable insights. The stakes are too high not to invest the time and big bucks.
Thursday, May 16, 2013
By David Libby
Social media marketing has become a standard practice for many mobile application marketers. However, content is only “king” if that content is fresh and part of your brand story. A recent study from Edison Research and Arbitron revealed that “27 percent of social network users, or about 71 million individuals, are logging onto the sites several times a day where they can manage their accounts and check out brands’ latest social media content.” What is this telling you? It’s time to integrate your marketing into social media to drive engagement.
Tuesday, May 14, 2013
By Elizabeth Crandall Libby
Whether you’re launching a company, bringing a new product to market or refining your marketing around an existing offering, the most important factor for success is the sustainability of your key differentiator – your “reason for being” and what makes you special. This serves as the basis for your positioning with pop.
Delineating Your Sustainable Differentiator
So what is your sustainable differentiator?
Is it a patented technology? A proprietary formula? If so, lucky you. But if not, it’s entirely possible to weave together a web of softer points of difference that in concert establish sustainable differentiation. What does this mean and how do you do it?
It means that you hinge your positioning on a unique combination of differentiators – not on any single point of difference. The advantage of this strategy is that you keep your competitors off balance long enough for you to make your big breakthrough.
Wednesday, May 8, 2013
By Binay Curtis, Galaxy Six Strategies
I will never forget my first spokesperson placement in 1994 on The Today Show, on behalf of client that was a fitness manufacturer. The company paid a large fee to a highly regarded cardiologist to speak on behalf of the company about the benefits of exercise. Part of the arrangement was that he would mention the name of the exercise equipment. You know where this is going? Live/Today Show/Katie Couric on the stationary bike and he forgot to mention the name of the product. Providing interview feedback for the good doc was difficult at an early age of 23, but it was a vital step to continue our day of interviews with other media outlets in New York City that day.
Although this doctor had amazing knowledge and training from Harvard, it was still difficult for him to express the viewpoints of the company he represented. It also made me realize the importance of selecting a good spokesperson, providing media training sessions and being 100 percent clear about expectations from a spokesperson.
Monday, May 6, 2013
By David Libby
According to a recent report from IDC, the number one challenge for B2B marketers is generating high quality leads. The most effective tactics used by marketers are: company website, email marketing and SEO. The greatest barriers to your success are staff, budget and time. What does this all amount to? It’s time to rethink how you’re blogging about enterprise software to generate new business leads.
1. Your Blog is a Webpage.
Start thinking about how to optimize your blog as you would a webpage on your company website. Categories covered and keywords included in blog posts will drive SEO. Topics you pick to write about should be topical and newsworthy to your audience and fit within your overall product marketing strategy.