Tag: target

Trump’s Winning Marketing Strategy: Rage Against the Machine

The world awoke to a whole new reality show. As astounded Americans try to make sense of last night’s election results (and feverishly apply for a Canadian passport), let’s examine how President-elect Trump’s marketing strategy contributed to his stunning triumph. Donald Trump’s political campaign nailed several basic marketing principles, which elevated his brand from brash […]

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Top 5 Ways to Toot Your Brand’s Horn

In today’s cluttered marketplace and fragmented media landscape, it’s more challenging than ever for companies to get noticed and be heard. So let’s end the year by reviewing the top 5 strategic communication tips that will help your brand stand out and look good by demonstrating its value. Build these 5 best practices into your […]

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7 Ways to Block Your Rivals’ Shots

True story: A U.S. corporation apologized for its marketing copy on public affairs after it omitted the L from ‘public.’ Embarrassing errors and omissions happen. When they do, your competitors may act like goons and attack your brand. To defend your company, you need strategic communications practices. It’s like having a superstar goalie on your […]

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Create a Competitive Content Strategy

In today’s crowded marketplace it’s hard to stand out, especially if your company lacks a massive marketing budget. Luckily the Internet helps “level the playing field” for companies of all sizes to turn themselves into giants by telling their story — all for minimal cost. Here are five ways your company can gain a competitive […]

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Case Study: Break Through the Clutter

Situation: Two of my clients couldn’t have been more different: an IT service provider for institutional investors and an author of a book for young women. However, they both wanted to stand out and generate excitement among their target markets. Approach: I collaborated with each client and partners to develop compelling marketing campaigns. For the […]

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Discover Your Company’s Story Goldmines

Eureka! Your organization is already filled with an abundance of surprising, free sources of stories. It’s time to share anecdotes on what you do and why your business is a treasure to your target market. Tap into these unexpected goldmines to dig up compelling stories about your company: Sent mail: Look through your email to […]

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Social Media for a Media-Shy Company

Situation: A risk averse client in business-to-business (B2B) e-commerce wanted to attract new customers, strengthen loyalty and establish itself as a trusted brand. However, senior executives feared the company’s lack of control over the tone of traditional media coverage, so they also felt reluctant to use social media. Approach: I worked with a partner to […]

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Bulletproof Your Communications Strategy

In a flat economy, businesses face increasing pressure to stretch every marketing dollar further while achieving results. Do you know which areas of your communications require greater strength, clarity or efficiency? Use the following questions to assess how well your communications strategy functions under pressure: Target: Who is your primary customer? Priorities: How do your […]

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Web Writing S.O.S.

In today’s sink-or-swim world of business, your company needs to be online – and use website copy that advances its strategy. Use these 25 web writing tips as a lifesaver to make your company’s digital content stand out: Writing basics Write clear, simple content. Plain language is easiest to read. Cover only one topic per […]

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PR in 2013: A Musical Tribute

As the year winds down, let’s take a musical journey as we reminisce about PR campaigns that stood out in 2013. Baby Got Back: After customers complained that lululemon yoga pants were “pilling” between the thighs and the seams were tearing, company founder and chairman Chip Wilson created more negative headlines. He claimed, “some women’s […]

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Case Study: Extreme Email Makeover

Situation: One of my clients communicates using more than 30 email campaigns per month. However, the email response rates had been dismal for years. Approach: To understand the client’s strategy, I analyzed 20 sample emails and considered: If I received this email, would I even open it? Is it clear? Do I understand why I […]

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Stand Out: Strategic Publicity Practices

Want to break through the clutter? Use these media relations tips to help your business stand out and gain a competitive advantage. Know your audience: Your target always impacts your strategy. For instance, do they use social media? Read blogs? Prefer traditional media? Drill down further: Which specific print, broadcast and online properties attract your […]

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Pinpoint Your Target Audience

Tired of playing hide and seek with your target market? To identify a suitable target, successful entrepreneurs recommend these tips: 1. Pick an audience you can relate to. Choose and audience you understand and admire — then tailor your product to their pain points. 2. Consider long-term potential. Among customers that will adopt early, which […]

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