We are at a time in mass communication when companies no longer simply push out messages to consumers to earn their business. Instead, companies are turning to content strategy to plan the distribution of messages through print, digital, online, and social channels, leveraging content and tailoring it to fit different mediums.
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Many B2B marketers agree that social media is an important tool to connect with customers. But when it comes down to it, many B2B companies are still skeptical of the value social media provides. But social media can be a key component of your marketing plan, despite the unknowns. Once your B2B company is ready to wade into the social media waters, here are a few tips to get your strategy off to a good start.
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Remember the good old days when a crisis was a crisis? You know ... fire, explosion, maybe a key executive gone bad or a product that didn’t work the way it was supposed to work? But the evolution of the definition of “crisis” for companies today has been swift and permanent.
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We sure hope what happened in Vegas the week of CONEXPO-CON/AGG won’t stay in Vegas. After all, most of us work for months prior to the trade show to ensure the world will know all about what our clients reveal in Las Vegas. Since we love to expose what happens while we’re there, it seems appropriate to share some takeaways from the CONEXPO-CON/AGG show.
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Have you recovered from the avalanche of “2014 forecasts” and “top trends to watch” this year? Every industry has its trends. Every marketing discipline has its trends. Consumers have trends. Economies have trends. Google, Twitter and others have their up-to-the-minute data on what’s “trending.”
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Trade shows follow a very familiar pattern, no matter the industry. You want to make each show unique; however, you don’t need to reinvent the wheel each time. Getting ahead of the curve and having defined goals for show success is most important. Then you can build your strategies for the show, including the fast-approaching CONEXPO-CON/AGG show in Las Vegas, around those goals. (For further insight into defining trade show success, check out the previous blog post “Winning CONEXPO-CONN/AGG.”)
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Any manufacturer who invests in a trade show should ask these questions: What are we trying to accomplish? What does success look like at the end of the show? Sometimes they’re looking for a simple answer, and there may not be one — at least not for the overall audience of attendees.
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YouTube Live has brought live streaming of company events to mainstream audiences — it’s more broadcast than podcast! No longer herky-jerky single camera talking heads (think Max Headroom for those of you old enough) buried in obscure hard-to-find streaming services. YouTube Live and the available software are a powerful and complete show package that allows end users to plan, produce, and leverage multiple cameras and talent and go live from anywhere in the world. The best part: It’s on a channel that just about everyone knows how to navigate.
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