Marketing Prose: Articles that give insight into issues facing businesses today.
Marketing Prose is GREENCREST's quarterly newsletter that gives insight into many marketing issues facing small businesses today. It provides a vehicle for learning as well as highlighting our own client's accomplishments.
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Media relations and new media — what’s different and what isn’t?
Media relations opportunities have greatly expanded. With nearly all publications having a print and online version of each issue, e-newsletters that get distributed daily or weekly, blogs and information repositories on the websites, a reporter’s need for quality information to share with his or her readers is insatiable. What hasn’t changed is a reporter’s desire [...]
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Communication plans are key to a successful merger or acquisition
A merger or acquisition is a sensitive process for all parties involved. Misinformation can abound, egos can be bruised, and business relationships can be damaged. One major cause of problems for companies entering a merger or acquisition is rumors and misconceptions that are allowed to run rampant through [...]
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ALIGNING BRAND AND CULTURE: How investing in culture drives brand delivery and customer satisfaction.
Obtaining perfect alignment of culture and brand is a moment in time—the gauge is a moving target, and like a pendulum it sways to the left and right continuously. The point is, once you achieve what feels like the perfect balance, it shifts. Maintaining a culture [...]
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How to drive customers to action through the persuasive power of narratives
Storytelling is the hottest trend in marketing today, and it’s no wonder. In a world that is moving at the speed of sound, it is nearly impossible to get your message heard. To do so takes imagination, creativity and enchanting your audience in a way that draws them in [...]
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Why what worked in 2008 is no longer applicable in 2013
As the economy slowly recovers, you need to adapt to the times when marketing your products and services. What worked in 2008 no longer applies in 2013. It’s a new game, and the few businesses doing it right are driving conversation, engagement and loyalty — and winning new business. It is not about abandoning what [...]
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How to ensure everyone knows your name so prospects are already familiar with you
Building a strategy to earn name recognition in the marketplace is more complex today than ever, and increased competition breeds more choices. The Internet feeds prospects’ desire for 24/7 access to information and, at the same time, has changed the face of publishing. Email provides messaging directly to someone’s personal mailbox. Smartphones connect us around [...]
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How to get your sales efforts to stand out with a strategy and effort to be memorable
The ability to articulate your message of differentiation or value proposition is half the battle in getting prospects to understand what you have to offer that the other guys don’t. The other half is getting noticed so that your message gets the appropriate attention and [...]
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How to establish from where your company growth will come
I have worked with CEOs for more than 30 years, and one constant that I have seen is a lack of clarity about goal setting. CEOs know what they want and usually have a growth number or percentage in mind, but they don’t have clear vision or a plan for how they will get there. [...]
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How you can develop a social media platform in eight steps that will bring results
For many CEOs, it’s still a little mysterious how social media can benefit their business. But best practices do exist that can greatly improve brand awareness and profits. Social media can be a powerful marketing tool — if it’s used the right way. It opens doors for companies to create personal relationships with their current [...]
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How to analyze certain factors to see if your marketing offers all that it should
According to Wikipedia, “bang for the buck” is an idiom meaning the worth of one’s money or exertion. The phrase originated from the slang usage of the words “bang,” which means excitement, and “buck,” which means money. My “best bang theory” is that for companies to take advantage [...]
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