Artisan Blog
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January 22, 2010 - 4:52pm
A new year means a new marketing plan. Maybe this is the year you finally work on that rebranding effort, launch that new service, change perceptions among a key market segment, get your collateral overhauled, figure out your social media strategy or (fill in the blank here).But chances are, you’re basing a lot of that plan on What’s Been Done Before. Oftentimes, putting together a marketing plan means looking at what happened last year and tweaking it a little here or there to meet the current...
October 15, 2009 - 9:38pm
For generation upon generation, the power of storytelling has been essential to how we communicate, how we pass along information, how we entertain, inform and record history.
It's also a key branding tool that many businesses overlook. In an age when everybody's got something to sell, harnessing the power of story can make all the difference in your marketing efforts. Stories aren't new to marketing. We've been telling them for years in many different ways. But today, stories spread more...
October 1, 2009 - 6:52pm
The days of blatantly self-serving, even false, marketing are slipping away (I can hear my professional services firms clients cheering!). But there's still a lot of debate happening out there about what's taken its place, what works now, how to market a business in a way that feels good and gets results.
It's not really all that complicated.
Storytelling. Personality. Authenticity. Information.
It's about educating your market. Being their guide. Helping them find out what they need to...
September 17, 2009 - 7:25pm
Right now, businesses, especially professional service-based businesses, have an extraordinary opportunity.
Marketing is changing. In an environment of information overload, never-ending promotional messages and low trust, it's harder to establish a credible and attention-getting marketing presence using the old rules. Lucky for us, the new rules are about educating, consulting, guiding: the very skills and philosophies that have guided professional services-based businesses for years.
But...
August 28, 2009 - 6:08pm
The biggest questions I get from clients these days center around one topic: "Should we be doing (fill in the blank)?" They might be talking about email marketing or social media tools like Twitter or continuing their direct mail effort.
Usually this stems from a few predictable things. Too many meetings that end up in brainstorming. The desire to "implement" something learned at a recent professional development event to show return on investment. Obsession-with-the-...
