Tagged 'b2b marketers'

When Crisis Communications Bleeds Into Community Support

Posted by Adam Leiter on April 3rd, 2013 at 7:07 am

The recent battle of claims and data between Elon Musk/Tesla and the New York Times showcases a unique crisis communications situation. What's the best way to handle a crisis of "he said-they said" before it spirals out of control?
At some point in their career, every communications professional needs to handle at least a few crisis situations on behalf of a client. All things being relative - whether it’s a disaster like the BP oil spill, a trolling commenter on your brand’s Facebook page, or an executive giving out embargoed information too early – the way you initially respond will set the tone for everything that follows. It’s all about being prepared to the best degree, and then maintaining as much control as possible.
But in some cases, keeping a loose grip on that control and relying on trusted advocates to speak on your behalf can be more effective than any prepared statement.
An example of this recently played out between Tesla’s CEO Elon Musk and the New York Times. When Musk went on the attack against a negative review of the company’s East Coast charging station, first via social media, then by blog, and eventually (perpetually?) even further, his response quickly incited a crisis spiral.... Read more

One Thing Brand Marketers Can’t Forget When Making New Year’s Resolutions

Posted by Alison Kessler on January 4th, 2013 at 8:08 am

Whether you focus on B2B or B2C, brands today have the ability to become their own media companies. With that in mind, there are lessons to learn from Mashable’s recent article, “4 Things Media Companies Must Do… Or Die.”…which I’ll re-categorize at this point in the year as “New Year’s Resolutions for Marketers.”
It seems that ever since the advent of mobile devices, brand marketers have been scrambling to keep up. In the early days of online advertising – and even more recent ones – advertisers simply transferred the content of their more traditional ads onto mobile devices and wished really hard that consumers would latch on. But as we have learned over the years, nothing worthwhile is that simple.
The consumer who clicks on an ad when surfing the Internet taps a different ad on his iPad. But even if the consumer does see your brand’s ad, who’s to say it’s effective? Learning what it takes to make a compelling ad is just as daunting as what form it should come in.
Whether you focus on B2B or B2C, we already know the overused-at-this-point-phrase that “content is king,” but what that really means is that brands today have the ability to become their... Read more

Seven Marketing Lessons From 007 Villains

Posted by Adam Leiter on November 8th, 2012 at 9:08 am

Much has been written about the simple mistakes that Bond villains make in allowing the nominal spy to escape and foil their evil plans. But along with recommendations to overcome previous superspy-killing bungles, there are marketing lessons to be learned.
With the film franchise’s 50th anniversary and the new James Bond movie, Skyfall, out this week, there’s a lot of excitement around the legacy of everything Bond. Beyond the drinking, fighting, intrigue, women, gadgets, fast cars, and espionage, there are the villains. What purpose would Bond and MI6 have if it weren’t for the deviant masterminds of nuclear, drug-related and generally destructive plots?
Aside from their schemes, these criminals are often successful entrepreneurs or high profile public figures who are bona fide geniuses. Much has been written about the simple mistakes that Bond villains make in allowing the nominal spy to escape and foil their evil plans. But along with recommendations to overcome previous superspy-killing bungles, there are marketing lessons to be learned.
In that spirit, here are seven marketing tips from 007 bad guys that can apply to your brand.

Don’t give away your secrets to the competition: The classic Bond villain mistake. Things seem like they’re going in your favor, so why not have a... Read more

Can Content Be Good For Marketing If It Isn’t Original?

Posted by Jessica Doban on October 10th, 2012 at 12:28 pm

Content marketing is the hottest buzzword in marketing, but if it’s not original or imaginative can it retain the heat?
It would be a rather large fib to say I don’t spend much time perusing the interwebs. I like to think I’m ahead of the curve, although at times any one of us can’t help but fall behind when a start-up erupts onto the scene changing what we consider to be the standards of social, content, or otherwise. Pinterest was a fantastic example of this in the last year.
It’s hard to avoid repeating material at times, whether through opinion, social media, or just plain interest. There are reasons particular articles pop through every social medium creating massive trends over a singular day; they are reporting rampantly popular news from or about a titular source. How can you not be part of sharing that information? How would you feel to not participate? Would your brand suffer?
Originality is often serendipitous. We can’t be too hard on ourselves. After all, the concepts for the paperclip, telephone, and television popped up at random around the same time, hundreds to thousands of miles away from each other. Let’s not forget that this all happened before we could... Read more

Brand Managers Learn From Paul Ryan: Are You Master Of Your Domain?

Posted by Megan Hegarty on August 16th, 2012 at 8:55 am

Whether you’re a politician, a musician or a major brand, spending a little extra money on domain names now can save you from big headaches down the road.
These days, with a few clicks of the mouse and about $10 anyone can be the proud owner of their very own domain name. For small businesses just starting out and fledgling bloggers dipping their toes in the water, this is a great thing. For established businesses and public figures it can mean disaster. The most recent example of this comes from the world of politics, where VP candidate Paul Ryan has both supporters and detractors vying for domains, but there have been countless stories over the years of domain squatters grabbing up URLs (including Madonna.com and iPhone5.com) with the hope that the rightful owners will pay big money to get their names back.
To truly protect your brand these days you not only have to purchase your main URL, but also all variations (.com, .org, .net, .info, .biz and the newly created .xxx to name a few) and even the most common typos of your name. Businesses do have some protection under the law against alleged bad-faith registrations, but you will truly have to... Read more