You are currently browsing the monthly archive for August 2009.

It’s a common question for companies that are testing the waters of social media: should social media efforts fall under the responsibility of marketing? Or of public relations? If you look at some traditional definitions, the answer becomes a bit clearer. Read the rest of this entry »

angus_burgerSo I decided to go to McDonalds for lunch. I only go a couple of times a month, but I had a coupon for their new 1/3-pound angus burger. And I’d seen an ad on TV. And an ad in the newspaper. Yes, the Mickey-D’s marketing machine was working on me – until it crashed and burned horribly. Read the rest of this entry »

Unlike traditional advertising where you know you’ll get what you pay for, media coverage through public relations is never guaranteed. When you purchase a radio spot, television commercial or print ad, you know exactly when and where you message will appear. You also get to control the message. With public relations, however, it’s not that simple. Below are five steps to help increase the likelihood that your next story will be covered.

Read the rest of this entry »

bad grease ad

In the world of B2B marketing, it’s frighteningly common to find a certain style of design, of communication, of interacting with potential customers. It goes something like this: In big, black, industrial sans-serif type, preferably Futura or Helvetica (or perhaps Gill Sans if we’re feeling frisky), we shout . . .
Read the rest of this entry »

You’ve been working on your new product or service for months. Or maybe years. You’re really excited about it, and want to tell the whole world about every last feature you packed into your new offering.

The problem is that customers don’t buy features. They buy benefits. They buy answers to their problems. So how do you show them what they want to know?

Read the rest of this entry »

In the August issue of PRSA’s monthly periodical, Public Relations Tactics, I came across some interesting statistics provided by the Arketi Group. Simply put, the research shows the percentage of business journalists that utilize various sources for story ideas. Read the rest of this entry »

livestrong radioshackAs an avid cyclist and a creative and branding professional, it was with great interest that I watched those two worlds collide last week. The facts are these: RadioShack recently teamed up with Lance Armstrong’s LiveStrong organization to sponsor Lance’s cycling team next year. And RadioShack has decided its current brand needed an update. Read the rest of this entry »

How do you shorten sales cycles? Simple: be where your customers are looking. MarketingSherpa recently investigated how decision makers and influencers get information about products and services, and their findings show that customers are looking in different places than before – which has important implications for marketers.

Read the rest of this entry »

ChooseYour customers are choosing, whether you’re the one giving them the choices — or not. That’s the message of the Web 2.0 era, and it was reinforced again in the last week of July. That’s when the hottest viral video of the week belonged to a UK nonprofit dedicated to stopping violence. The campaign launched on YouTube and within a couple weeks had rocketed to three-quarters of a million views per week. Read the rest of this entry »

It’s still very easy to fall into the trap of thinking that if you develop a great product, everything else will just take care of itself. Very recently I was in a meeting and listened to a CEO of a company confess that his product wasn’t selling like he thought it should. He said that the company produced, without question, the best product in the industry, but it is struggling with getting its fair share of the market.

Read the rest of this entry »

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 26 other followers

About VantagePoint

VantagePoint's integrated approach to b-to-b marketing combines keen insight with bright ideas to strengthen your brand's market impact, no matter what the economy. Let us help you get a fresh perspective.

on the web: www.vantagep.com

on Twitter

on Facebook

on LinkedIn

on the phone: 864.331.1240

Categories

our Twitter feed

Error: Twitter did not respond. Please wait a few minutes and refresh this page.