6 Steps for Developing a Marketing Communications Strategy

Imagine that Apple, Inc. or Microsoft’s approach to marketing communications is similar to many small to mid-sized businesses (SMB’s). That is, they developed and designed advertising, flyers, social media postings, and promotional collateral first, then went back and created the marketing communications strategy to justify these tactical elements. The result would be inefficient and confusing to their target audience and customers. Unfortunately, this is how many SMBs approach marketing communications and most never bother to create the strategy, even after, deploying tactical marketing communications.

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Market Place and Customer Needs

Marketing 101 lesson on customer wants, needs, and demands and how it relates to product and service offerings. Discussion on marketing myopia too.

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Direct Response Marketing Tips – Offline and Online Strategies

In a world where marketing and advertising messages bombard consumers at the rate of several hundred or more per day, gaining a competitive advantage seems like a battle. Direct marketers understand this battle all too well, especially those on a budget. The direct response marketing tips below should help you gain traction over the competition and develop a competitive advantage setting you on a course for increased profits.

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Short Attention Span

7 Content Creation Ideas for Short Attention Spans

A recent study by Microsoft reviled that humans have less attention span than goldfish. In 2000, the average person’s attention span was 12 seconds as compared to 8 seconds in 2013. Goldfish have a 9 second attention span.

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who needs and advertising agency

Who Needs An Advertising Agency?

While traveling on business, I struck up a conversation with a colleague of mine about today’s business climate and the overall health of his industry. After a brief discussion I asked, “Who handles your marketing communications?” He smiled wryly and said, “We do it ourselves.” He reached into his briefcase and with great pride handed me a sample of his work. He explained how wonderful computer programs are that offer companies an alternative to hiring agencies. His marketing literature was grotesque.

The rest of the trip, I pondered his literature and mindset. It occurred to me that one of the biggest threats facing the advertising industry comes from those who believe they can do it themselves. It begs the question, “Is the price of custom work still valuable to the average client?” For some the answer is, “No.” I wondered what might be driving this point of view.

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5 Customer Complaint Management Tips Every Marketer Should Know

Anyone in business can tell you that customer complaints are all part of doing business. After all, you’re dealing with people who have needs and wants and when those needs and wants are not met, the potential for a complaint increases. To survive and thrive as a business owner, you’re going to need a customer complaint management procedure.

Companies may believe they have a good handle on customer satisfaction by tallying customer complaints and responding to those complaints. However, research has shown that 25 percent of dissatisfied customers who buy from a firm, only 5 percent register a complaint.

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Most Valuable Brands in the World 2016 - Marketing Binder

Top Brands Worldwide in 2016

Forbes Magazine just released its top 100 Most Valuable Brands of 2016. There’s no surprise that almost half of the top 25 on the list are tech companies with Apple positioned at number one, despite their $50 billion drop in value after its first quarterly sales decline since 2003.

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Net Promoter Score (NPS) Formula and Calculator

Net Promoter Score is a simple marketing matrix used to measure the degree to which current customers will recommend a product, service, or company to their friends, family, or colleagues.

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Key Business Strategy Takeaways from Milestones in Leadership Summit

“The only sustainable leadership is thought leadership.” It was a powerful statement, one that resonated with me throughout the summit, after Bill Taylor, Cofounder and Founding Editor of Fast Company and the author of Practically Radical and Mavericks at Work, made the statement during the opening of this years Milestones in Leadership Summit in Southern California.

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Sales Revenue Formula