Page 18 – Trade Press Services

Marketing Madness: How to Avoid Insanity in a Changing Economy

Posted on August 8, 2017 by Gerri Knilans

Social media, data analytics, marketing automation, return on investment, corporate branding, marketing mix and marketing promotion… Addressing these and many other marketing mandates can wreak havoc on even savvy, experienced marketers. To avoid the chaotic marketing madness, here are five marketing management strategies to put your marketing initiatives on an even footing and generate the results you seek.

Why It’s Important to Build Customer Relationships

Posted on July 31, 2017 by Gerri Knilans

Most experienced business executives agree that in order to get and retain customers, it is critical to build customer relationships. But whose job is that? In one word: everyone’s. In the 1980s, Singapore Airlines trained their agents in this concept by claiming there are only two departments in the company: inside sales and outside sales. But not every company is set up that way. Traditionally, the individuals who are more involved in building customer relationships are those in marketing, sales and customer service. While there might be some overlap in each of these areas, their responsibilities vary.

How to Write So People Will Read

Posted on July 25, 2017 by Gerri Knilans

Effective marketing relies on well-written content. Yet, less than half of B2B marketers say they’re effective at content marketing. When developing content for blogs, articles, white papers, case studies, email campaigns, website, proposals and presentations, use this checklist to increase readership and response rates.

The Best Marketing Advice You Ever Received

Posted on July 17, 2017 by Gerri Knilans

We’ve been blogging for almost 10 years now. During that time we’ve covered a wide range of marketing, communications, media outreach, content development, public relations and general business topics. Along the way, we hope that readers have found our tips, suggestions and ideas practical and informational and can use them in their business and personal lives. To get a different perspective, we’ve asked some of our clients to share the best marketing advice they’ve received through the years. Here’s what we heard.

How to Use Marketing to Retain Customers

Posted on July 10, 2017 by Gerri Knilans

Often, the focus of marketing initiatives is focusing on how to bring in more customers. Yet, did you know that it is 6-7 times more expensive to acquire a new customer than it is to keep a current one? That’s a statistic worth considering.

The reality is that the value of current customers is often overlooked when setting marketing goals and priorities. The process to retain customers should begin after their first purchase to ensure the development of a meaningful relationship, future sales and ongoing loyalty.

How to Generate Leads with WIIFM Marketing

Posted on July 3, 2017 by Gerri Knilans

“What’s in it for me?”, also known as the WIIFM factor, is a value proposition that relies on instincts. It is human nature to make changes and decisions based on how a product or service will impact the individuals using the new purchase. So, to generate more leads, here’s what communicating the WIIFM looks like.

A Treasure Trove of Data: How to Use Marketing Analytics

Posted on June 26, 2017 by Gerri Knilans

Marketing analysis has come a long way from inserting numbers into Excel spreadsheets. Basic information can come from Google Analytics, surveys, focus groups and input from sales teams. Even better, evolving marketing technologies enable companies to access massive amounts of data about their customers and prospects. This data can tell marketers more about how customers

Why Every CEO Needs to Know About Marketing

Posted on June 19, 2017 by Gerri Knilans

CEOs run organizations. They are the highest-level executive officers in the company, and their primary duties include driving revenue and profit, making major corporate decisions and managing the overall operations and resources of a company. Even if the company is small, there’s still only one person at the top responsible for those key functions. As business becomes more competitive, complex and global, the need for CEOs to expand their knowledge beyond finance and operations to sales and marketing is an imperative.

Why No Doesn’t Always Mean No: How to Manage Rejection

Posted on June 13, 2017 by Gerri Knilans

Dealing with rejection is a reality in sales and marketing. Fortunately, rejection isn’t always negative. It provides professionals with an opportunity to set themselves apart from the crowd. They can analyze their roles as knowledgeable resources, use the time to learn more about their prospects and themselves and create a competitive edge to help them with future success. Help your sales and marketing personnel better respond to no by considering the underlying meaning, motivation and reasons why these responses occur.

How To Acclimate Millennials Into The Workforce

Posted on June 7, 2017 by Gerri Knilans

As has been true in previous generations, today a college degree is practically a must, even for an entry-level hire. As more and more college graduates are flooding the job market with education under their belt, some wonder how well prepared they are in terms of skills and experiences to adjust to the realities of corporate America. Those born between 1980 and 2000 are often referred to as the “entitled” or “me” generation. Yet that perception is not completely accurate. Rather, millennials have a lot to offer the workplace. They just need to be effectively channeled, supported and motivated.

Is Your Marketing Plan Delivering the Results You Expected?

Posted on May 30, 2017 by Gerri Knilans

As we approach the second half of 2017, have you thought about reviewing your marketing plan? Even if the company is achieving its goals, it’s still a good practice to assess, evaluate and make course corrections. On the other hand, if your marketing projects are falling through the cracks and causing the company to miss performance benchmarks, there’s no question about it… it’s time to go back to the drawing board.

The 5 Non-Negotiables of Marketing

Posted on May 22, 2017 by Gerri Knilans

In our personal lives, we often talk about the non-negotiables of relationships. For example, finding a mate who wants to have children, someone with whom you share chemistry, an individual of high intelligence, a person who has a great sense of humor, and the list goes on. Similarly, there are non-negotiables in business, and more specifically when it comes to marketing.

The Who, What and Why of Thought Leaders

Posted on May 15, 2017 by Gerri Knilans

Organizations such as American Express, Clear-Point Strategy and Thought Leaders International recognize the contributions and value of innovative thought leadership. Not surprisingly, everyone has a different opinion about who should be on the list. And, of course, like everything else, thought leaders are subject to change over time. What’s important, however, is that all of the individuals noted on these lists captivate, inspire and challenge others.

Contact Frequency: How Much Is Too Much?

Posted on May 8, 2017 by Gerri Knilans

More and more companies are jumping on the content marketing bandwagon. That means that marketers are communicating more frequently with their customers and prospects. But when the content is self-serving or isn’t newsworthy, companies are missing the opportunity to communicate on a meaningful level, risking reader frustration from a clogged email box and social-media feed. Content frequency is important. After all, even if you know the company and are interested in the products or services it offers, how many people have the time to read and respond to new messages every day?

How to Tap into the Elusive Mainstream Media

Posted on May 1, 2017 by Gerri Knilans

What company in business today doesn’t want to be quoted or published in the Wall Street Journal, Fortune, Huffington Post, Forbes, Inc., Harvard Business Review, Fast Company or other nationally recognized media? Not many. But it’s a goal that is difficult to achieve…unless you do your homework first. Here are some tips to get published in mainstream media.

It’s Time to Focus on the Positive

Posted on April 24, 2017 by Gerri Knilans

There’s no question about it. The daily news provides a heavy dose of economic, societal and political woes. In the face of all that negativity, it’s a good time to focus on the positive and remember the value of gratitude. If you’re having trouble visualizing or verbalizing what to be happy about, here are some ideas to consider.

Is Tradeshow Exhibiting a Boon or a Bust?

Posted on April 17, 2017 by Gerri Knilans

To exhibit or not to exhibit…that is the question. In the last half of the 20th century, tradeshows were one of the most popular ways to meet and greet customers, prospects, strategic alliance partners and members of the media. The same is true today. Yet, in the age of digital marketing, many people are asking if tradeshows are still viable. The answer is, “it depends.”

How to Create A Powerful Press Release

Posted on April 10, 2017 by Gerri Knilans

In an age of digital media, press releases are an often-overlooked marketing channel. Before the explosion of the internet and the availability of information 24/7, companies used press releases to announce every type of event imaginable. Today, marketers need to embrace new and different ways of getting the attention of editors, journalists and other members of the media.

So, You Think You Want To Be A Writer?

Posted on April 3, 2017 by Gerri Knilans

There are three essentials for being a good writer. They are talent and skill, perseverance and determination, and realistic expectations minus the ego. While many individuals who author books, newsletters, articles, white papers and other forms of communication have the subject-matter expertise to produce content, they may not have the other attributes. As a result, the end product doesn’t result in the quality the author seeks.

Is It Time for a Website Overhaul?

Posted on March 27, 2017 by Gerri Knilans

Just like other marketing mediums, updating websites regularly is a best practice. While many companies have taken some steps in that direction by creating mobile-friendly sites, it’s important to conduct a comprehensive review of the content, graphic appeal, navigation and strategic value of your website. If it has been more than a year since you looked at your site with a critical eye, you are overdue for a closer look. It might be time for a website overhaul.

6 Best Practices for a Successful Email Marketing Strategy

Posted on March 20, 2017 by Gerri Knilans

Email continues to thrive as a powerful marketing strategy thanks to its familiarity, flexibility and cost-effectiveness. To stay relevant and stand out in a crowded inbox, consider these six guidelines for building winning email marketing campaigns.

The Nuts and Bolts of Successful Corporate Communications

Posted on March 13, 2017 by Gerri Knilans

The term “corporate communications” conjures up a vast array of visual images from brochures to blogs, emails campaigns to event announcements, and press releases to policy statements. Other communications initiatives include content related to marketing strategy, direct mail, advertising, public relations, reputation management, public affairs, investor relations, tradeshows and conferences, social media…. and the list goes on and on.

5 Reasons Getting Published Is Important

Posted on March 6, 2017 by Gerri Knilans

Academicians have long recognized the value of publishing. In fact, having a book or series of scholarly articles published was often a requirement for tenure. Hence, the term “publish or perish” became a prominent theme that characterized the need to continually publish to advance one’s academic career. In business, getting published is important for even more reasons.