Going to Florida: marketing gobbledygook explained
October 13, 2011
Every profession has its jargon. We all like to use our special terminology. It saves time. And then it becomes a habit, and we forget that lots of people have no idea what we are talking about.
Sometimes I see a deer-in-the-headlights expression with business owners when we talk about marketing. Marketing is a thing they have to ‘do’ in order to have a business doing what they really want to spend their time on. Often the question is, “What do I do first (or next)?
I’m a believer in plans. When we plan, we explore and think through scenarios. If we take actions to get ready for those scenarios, we are better prepared for what actually happens. Here in earthquake country, we’ve been talking about how to plan for a big trembler. We can’t control what happens, but having thought about some of the things we can do and taken steps to be prepared, we have more choices in how we respond to what does happen.
When it comes to planning marketing, we often use the words Objective, Strategy, and Tactic. When I talk about planning marketing and use these terms, it doesn’t usually seem to help unless my client already knows and uses them.
So I have found another way to explain how to plan your marketing. I call it “Going to Florida.” Bear with me, this will make sense. Read the rest of this entry
How Seth Godin inspired this post
September 15, 2011
This summer I had the opportunity to see Seth Godin in person. I loved him. Not only is he one very smart guy, his values and integrity shone through everything he said. Hear him talk about his most recent book, Poke the Box, an 85-page call to action. I highly recommend it.
Seth Godin’s recent post “Talents and Vendors” struck a chord with me that resonates with my clients as well. Even before the recession, some of my professional service clients felt pressure to sell their services as a commodity, for the lowest price. This is heartbreaking for someone who has devoted their career to practicing high value services such as engineering or architecture. Read the rest of this entry
AEC marketing survey
September 14, 2011
In January as I read economic forecasts and industry surveys I got curious, and decided to create and conduct my own. I wanted my colleagues’ perspectives about the AEC industry in the Puget Sound region. Read the rest of this entry
LinkedIn for business-to-business marketing
May 12, 2011
The most used social media platforms are Facebook, Twitter, and LinkedIn. Some would say that YouTube is quickly joining that trio.
I am often asked about using social media for business-to-business (b2b) marketing. “Do I have to use Facebook and Twitter?” they moan.
There are two parts to the answer.
First, when you are networking on behalf of your business, you want to go to where your prospective clients are. The same applies to social media. If your clients are on Facebook and Twitter, then go figure out how to be there in a meaningful way. Read the rest of this entry
12 ways to create curb appeal for your business
April 14, 2011
What is ‘curb appeal’ anyway?
It’s whatever makes you want to leave your comfortable place on the curb and go inside and explore.
Is it relevant for businesses without brick and mortar storefronts? Yes. It’s about making your business appealing to potential clients and customers.
What creates curb appeal? Consider these 12 things you can do to make your business appealing. Read the rest of this entry
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As a 25-year veteran of marketing professional services, Barbara Breckenfeld is a strategist and a storyteller. She helps helps businesses grow as a consultant, marketing coach, and seminar leader.
