Page 10 – Trade Press Services

Event Marketing in 2021: In-Person, Hybrid and Virtual Events

Posted on April 26, 2021 by Gerri Knilans

In 2020, we faced significant challenges in the way we communicated, engaged and conducted business. From a marketing perspective, trade shows, conferences and other events were among the traditional initiatives that suffered the greatest losses. Cancelations due to the COVID-19 pandemic negatively affected revenue and profits for hotels, convention centers, restaurants, transportation, travel and others that sell at these venues or support events on a global scale. To compensate, event marketers needed to adapt quickly. And one of the solutions that evolved was the shift from in-person to virtual events.

Frequently Asked Questions (FAQ): A Vital Page on Your Website

Posted on April 19, 2021 by Gerri Knilans

The compilation of frequently-asked-questions (FAQ) pre-dates the internet. Salespeople and others have used it for years to learn and communicate what’s on the minds of others. In fact, the acronym FAQ was developed between 1982 and 1985 by Eugene Miya of NASA for the SPACE mailing list as a way to keep up with the common questions of system users. FAQs, whether they exist in print or digital format, help prospects and customers better understand your brand, your products and services, and your corporate distinction.

5 Technology Tools Every Marketer Needs

Posted on April 12, 2021 by Gerri Knilans

Marketers are expected to be experts in branding, advertising, direct marketing, content development and much more. And, in an increasingly digital environment, they need technology as an added skill set. Technology is a mainstay in our daily business lives, and it’s what fuels many marketing initiatives. Yet, staying on top of all the advances in technology is an ongoing task.

8 Psychological Principles to Improve Your Content Marketing

Posted on April 5, 2021 by Gerri Knilans

The essence of marketing is communication. This requires content developers to understand the minds and behaviors of their target audiences. With knowledge of interactive trends, social phenomena and human nature, marketers can achieve two goals. The first is to recognize why buyers make the decisions they do. The second goal is determining the best ways to give buyers what they are looking for when they need it.

7 Skill Sets Every Marketer Needs for Success

Posted on March 29, 2021 by Gerri Knilans

Marketing’s role has evolved over time. In some organizations, marketing has become so important that the position has evolved into a C-level role. Marketing is responsible for creating and monitoring everything a company says and does to build and maintain a loyal, enthusiastic and engaged customer base.

5 Keys to Building Profitable Customer Relationships

Posted on March 15, 2021 by Gerri Knilans

An excellent service or product is a huge accomplishment. Yet, this isn’t enough to make sure your business will grow and thrive. There are many moving parts to any business, but the fuel that keeps it all moving is your customers. A company culture that values customers, cares about their experience and focuses on building

How to Understand Your Target Markets Through a Stakeholder Analysis

Posted on March 8, 2021 by Gerri Knilans

The foundation of successful marketing requires a complete understanding of the audiences and industry sectors companies serve. By developing deep insight and knowledge, marketers address pain points, propose solutions and communicate effectively with prospects and customers. Accomplishing this goal, however, can be a daunting task. Where do you begin? One place to start is with a stakeholder analysis.

4 Types of Media to Enhance Your Multichannel Marketing

Posted on March 1, 2021 by Gerri Knilans

There are four categories of media that help shape and define multichannel marketing—an essential strategy to use to expand marketing outreach. While 95 percent of marketers say they know how important multichannel marketing is for reaching their target audiences, only 73 percent say they have a multichannel program in place.

How to Develop a Unique and Memorable Brand Identity

Posted on February 22, 2021 by Gerri Knilans

The American Marketing Association defines a brand as, “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” While a brand is about distinction, it’s not just differences in products or services. Instead, a brand is about the unique perceptions and experiences you want to be known for in the marketplace.

How to Apply Mindfulness in Marketing

Posted on February 15, 2021 by Gerri Knilans

A recent Kaiser Family Foundation study found that nearly 40 percent of Americans believe the stress of the COVID-19 pandemic has negatively affected their mental health. While recognizing the need to encourage good mental health in the workplace is not new, it has become more complex.

Debunking 5 Myths of Public Relations (PR)

Posted on February 8, 2021 by Gerri Knilans

Since the introduction of the first public relations agency more than 100 years ago, public relations (PR) has evolved significantly. Our communications channels shape and reshape public relations. These channels include traditional mediums such as newspapers, radios and television. Newer channels used by PR include the internet and digital communications.

How to Deliver the Right Content for Each Stage of the Buyer’s Journey

Posted on February 1, 2021 by Gerri Knilans

Early Stage: Awareness The early stage (or the top level of the sales funnel) is all about brand awareness and generating interest. Content at this stage should be attention-grabbing, introduce prospects to your company and reflect your brand. Content can come from your website, email campaigns, social media updates and other outreach initiatives. Typically, short-form

3 Rs of Content Recycling: Re-examine, Re-imagine, Re-purpose

Posted on January 25, 2021 by Gerri Knilans

It takes planning, research, skill and collaboration to produce marketing content at a consistent and sustainable frequency, while still remaining relevant and engaging. One way to boost the efficiency of content development production is to reuse the content you’ve already developed. But many marketers do not take advantage of this opportunity.

How to Earn Trust and Engage Target Audiences

Posted on January 18, 2021 by Gerri Knilans

Marketers are always discussing “pain points.” This is for good reason. If sellers don’t understand the challenges of their target market, they cannot understand how best to address them. It is marketing’s job to research, identify and frame those challenges, and then come up with compelling messaging that communicates how the seller can solve them

The Role of Personality Assessments in Building Strong Teams

Posted on January 11, 2021 by Gerri Knilans

Everyone works differently. Some individuals like to work on multiple projects simultaneously, while others prefer to focus on one goal at a time. Some work best alone, while others excel in a more collaborative environment.

Need an Infusion of Cash? Consider Grants

Posted on January 4, 2021 by Gerri Knilans

In the ongoing COVID-19 environment, many companies have recognized the need to pivot. Whether that means creating new products or services or changing the business model, very few companies are doing business the same way now as they did a year ago. Budgets were cut. Revenue and profits have shrunk.

Blog Highlights From 2020: What Did We Learn?

Posted on December 28, 2020 by Gerri Knilans

By the end of this week, it will be 2021. Many of us are ready to mark the end of 2020 and gear up for a less stressful, more positive new year. As we set goals, identify strategies and tactics, and finalize our plans for 2021, it is helpful to look back and see what we learned this year that we can put into our toolkit for the future. Here are some blog highlights from our 2020 posts that we hope you can use going forward.

The Spirit of Giving

Posted on December 21, 2020 by Gerri Knilans

After almost a year of dealing with the COVID-19 pandemic, it seems as though the holiday season snuck up unexpectedly. For many of us, our traditional holiday rituals and gatherings will not take place this year. Disappointing? Yes. But disaster? No.

6 B2B Publication Outlets for Thought Leadership Content

Posted on December 14, 2020 by Gerri Knilans

When it comes to appealing to the interests of your target markets, content creation is only half the battle. The rest of the story is getting your content in front of your audiences at the right time, using the right media outlets or channels. That’s easier said than done. Many authors simply don’t know the myriad outlets that exist, or which ones are the best for their content.

What Not to Do in 2021

Posted on December 7, 2020 by Gerri Knilans

The end of the year is rapidly approaching. Planning for the new year might feel like a daunting task, one steeped in uncertainty. Even so, now is the time to start. Statistics show that documenting your strategies gives you a 538 percent greater chance of achieving success. Tapping into lessons learned from 2020, recognize that the flexibility, adaptability and agility practiced this year will continue in 2021. With that new mindset, we encourage you to review your 2020 strategy.

How Does Your Decision-Making Style Impact Your Business?

Posted on November 30, 2020 by Gerri Knilans

Decision-making exists at every level of a corporation. The effects of one decision can cause a chain reaction throughout the organization. This includes, but is not limited to, purchase decisions, strategic planning, talent acquisition or daily activities. According to Dr. Kenneth Brousseau, CEO of Decision Dynamics, there are four common decision styles.

20 Ways to Incorporate Gratitude into Your Daily Life

Posted on November 23, 2020 by Gerri Knilans

By now, you’re probably tired of hearing how 2020 has been one of the most challenging years in decades. We are too. As the holidays approach, let’s shift our focus to gratitude. In times of strife, gratitude can serve as a beacon, reminding us there is light at the end of the tunnel.

How and Why to Get Started With an E-book

Posted on November 16, 2020 by Gerri Knilans

The popularity of e-books is on the rise. On a year-to-date basis, e-books were up 12.7 percent at the start of 2020, while print sales slowly decreased. And the increase continued throughout the year. U.S. e-book sales were up 39 percent as of June 2020. This spike is partly due to COVID-19 and the resulting retail closures and self-isolation.