What’s Good Enough? Do a Marketing Audit Now to Reach 2017 Goals

What is good enough? How do you know your marketing strategies are working? Why did a marketing campaign fail? Conducting a marketing audit is just as important as conducting the required financial audit most organizations make a priority. Unfortunately, for small businesses, and maybe even larger marketing departments, the marketing audit gets erased off the list after the busy holidays.Read More

Part I: Branding Emotion, Consistency and Frequency

We buy stuff from people we like, right? We also buy from people who we trust, who build our self-esteem, who validate us, and satisfy a multitude of other needs. So why do we go to stores we hate or use vendors we don’t trust? You probably have numerous reasons but most boil down to having a strong relationship with the brand, even when we have become disenchanted. Understanding what emotions are tied to a brand is not something most businesses think about, yet we should. Every product or service that is truly branded involves some emotion, either in its use, people who represent it, our memories or solutions that work.Read More

Four Must Dos for Your Top 25 Targets

A few years ago, I was granted a municipality contract in Gainesville, Florida to conduct communications training for supervisors of employees working in the field.  Our focus was to help employees communicate the big picture…from biomass to natural gas and electric as well as telecommunications for probably the largest utility company in Florida. From the training evaluations, it was obvious we  made a difference in the way supervisors and their employees communicated over those two years.Read More