What do you look for in trade association value? Personal experiences often drive attitudes regarding association value and the perception of how "real" that value will be for them. This article explores opportunities for trade association to maximize member value, a key factor in member retention, engagement, and growth.Read More
It's simply not enough to master one or two marketing domains to make all these things happen. Success requires a deeper understanding, efficient digital technologies, and a very close collaboration between art and science.Read More
If you're in the construction marketplace as a designer, construction manager, or material supplier, you already know the industry is moving toward a new normal. After many years of stagnant productivity growth in the construction industry, improved productivity is now the focus of many industry initiatives to grow competitiveness and profitability.Read More
The term "brand" is often used in reference to a company logo affixed to a letterhead, product or service vehicle. That application tremendously understates the factors and value involved in building a brand. Unfortunately, the belief that a logo and a brand are the same is an all-too-common misconception. As distinctive as a logo can be, this visual badge will have little or no branding impact on its own. The truth is that poor customer service will destroy far more brand loyalty than a logo will ever create.Read More
When my marketing communications career began in the ’80s there were few of the channels, means, and methods of communicating available today. In those early years preparedness for mobile communications meant having quarters for pay phones. When it was raining, and you needed to communicate you probably got wet. The library was in town, not on your phone. Snail mail was the default letter distribution standard. Databases were static lists that couldn’t “talk back”. Consumers were perfectly willing to buy and try rather than gathering opinion from the crowd before they purchased. An unhappy client had little influence over the behavior of future clientele. In today’s terms, it was a life led offline. Disconnected. By today’s standard, sad.Read More
We all have ideas to share and stories to tell. We enjoy hearing a good story too. There’s a reason for that. A well-told story can make our heart race, make us laugh or cry, magically transport us to an inspired place using life experiences we can effortlessly relate to.
We can use simple stories to introduce ourselves, our ideas, and our business. Stories can sell a complex proposal to a skeptical audience. Stories can inspire us to help ourselves. Once you understand what makes a story work, you’re on our way to becoming a powerful storyteller.Read More
Anyone over the age of 25 and some of us way over the age of 25 have learned that the mechanical world we were born into has evolved into a rapidly changing digital world. We are now in the age of disruption where we must challenge "what works" with the same enthusiasm we once reflected embracing it. Remember the adage: “If it ain’t broke, don’t fix it”? Today’s reality is much more forward leaning. If we are to maximize our potential in business today, we must determine early how we will be the beneficiary, and not the victim, of this well-established digital trend.Read More