Better, Cheaper, Different or Doomed? Choose.

Posted on Mar 9, 2016

Once your brand is visible (and that is its first duty) your positioning will sooner or later land you in one of three buckets: Better, Cheaper or Different. Unless you fail to qualify for any of those mind spaces, which gets you a free ride to Doomed, the bottomless oblivion of undifferentiated brands that rarely […]

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Will death finally catch up with this branding mistake?

Posted on Mar 1, 2016

Bonefish Grill announced they’re closing 14 of their restaurants, sparing some of us the recurring jolt of seeing their unpleasant name and logo as we speed past. Someone, somewhere decided this was a brand identity that would succeed. It would be disruptive. It would stick with you (kind of like a bone stuck in your […]

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How shaky is your marketing stack?

Posted on Feb 23, 2016

The term marketing stack is so new it doesn’t have a Wikipedia page. Yet. But marketing stack is a topic en fuego. The wheels on the buzz go round and round. I was speaking at a conference recently about marketing automation and related topics, and the question of marketing stacks came up. Often. One of […]

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What MA platform(s) do you recommend?

Posted on Feb 17, 2016

We’re surveying our database, asking questions about marketing automation. As hot a topic as MA is, a perplexing number of businesses still deal with prospects in the Excel spreadsheet/ Mail Chimp/Constant Contact era. So we want to know: what MA platform works for you? If you advise businesses, what do you recommend? And if you’re […]

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New website launched for our rebranded client…

Posted on Feb 6, 2016

Why sevenOKs? Every product they make is inspected by seven picky people. And those products are amazing, as the updated website will show you. Our rebranding process begins with listening. We ask endless questions of the leadership team, operations poeople, sales people, guys on the loading dock, distributors and sometimes even competitors. One differentiating insight […]

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Why tactics you can’t measure kill your budget… and your strategy

Posted on Feb 1, 2016

Do your marketing tactics leave you with too much year at the end of your money? It happens. You invest in a year’s assortment of tactics (old media, new media, social, email, sponsorships, skywriting, fervent prayer, swag…) but knowing your return on investment is hard (foggy-night-wearing-sunglasses hard) to measure. For example: if you could have […]

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Is a $200,000 college choice an impulse purchase?

Posted on Jan 13, 2016

Yes. Buying decisions are to one degree or another emotional. All of them. This assertion deeply offends marketers who trust rationality, logic, evidence and ten-reasons-why facts. Because the evidence is stacked the other way. Customers buy from (vote for, believe in, trust) people they like, and by extension, from brands they like. Consider that college […]

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Should everyone deploy MA (marketing automation)?

Posted on Dec 29, 2015

Including the absolute value “everyone” in the above headline is a tip-off that the answer is a big fat No. (Another Pro Tip, mouseketeers: the wordiest answer of the four multiple choices is usually the right one … because test makers don’t spend energy to craft wrong answers carefully.) But we digress. Most marketers should […]

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Your perfect prospect persona? We killed him.

Posted on Dec 21, 2015

Marketers work hard to create a persona to picture their ideal future customer. We bumped him off. sorrynotsorry Sales-oriented strategists define age/gender/income/psychic traits and habits based on research, intuition and alchemy. They even give him a name, or give her hobbies, then pin pictures to a mood board showing Perfect Prospect’s clothing, shopping choices and […]

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Marketing automation step one: ID your new contacts

Posted on Nov 28, 2015

Implementing marketing automation can dramatically increase sales efficiency … and results. It begins with a unique number. When we set you up with marketing automation, you’ll track every new contact, automatically in the case of website visitors, even anonymous ones. Then record phone calls, cards picked up at trade shows, etc., with a contact ID […]

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