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Marketing

5 May

The Best Ways to Waste Money at a Trade Show

Posted by in Marketing on May 5, 2017
The Best Ways to Waste Money at a Trade Show

There are a lot of great ways to burn money (we’ve seen ‘em all). Our favorites are the ones where you spend a lot of money, but don’t spend it the right way and get no results. Hilarity ensues. If you’re getting too many high-quality leads, follow-up meetings, and sales from trade shows, perhaps try […]

7 December

The cobbler HAS shoes.

Posted by in Marketing, Spoke News on December 7, 2016
The cobbler HAS shoes.

You know that saying about the ‘cobbler’s kids with no shoes’ (implying he’s too busy with work to take care of himself). Have you ever noticed that it’s the ‘cobbler’s kids’ and not the cobbler himself? I bet the cobbler didn’t just have shoes, he had really nice ones (for the record, my great-grandfather was […]

29 November

Can you hear and see me now?

Posted by in Marketing on November 29, 2016
Can you hear and see me now?

Advertising should make you visible, not invisible. Question: What was the sweat factor of your last ad campaign? You know, how nervous were you when your company’s last marketing piece was so “outside the box” that you were sweating bullets because you bypassed the “safe” or “expected” solution? It wasn’t that the creative was off […]

28 November

Networking is not working…it’s partying.

Posted by in Marketing on November 28, 2016
Networking is not working…it’s partying.

Spoke Friday, The Best End to Any Week. How our intimate get-togethers turned into a networking party. When Spoke started, we used a lot of freelance designers, illustrators, and developers. We thought it was a shame that these talented people never got to know each other to the degree that typical co-workers did. We knew […]

23 November

The Secret Sauce for A Successful Content Campaign

Posted by in Marketing on November 23, 2016
The Secret Sauce for A Successful Content Campaign

Don’t write content just because all the other kids are doing it. Yes, content marketing is important. Per a recent article in The Harvard Business Review, nine of ten organizations are using content marketing as part of their marketing efforts. However, approaching it without a holistic strategy is a waste of time and resources. Like […]

17 November

Marketing Myopia Revisited

Posted by in Marketing on November 17, 2016
Marketing Myopia Revisited

You are defined by your customer. You are not in the business of whatever your product or service you sell, you are actually “a customer-creating and customer-satisfying organism,” as spoken by Theodore Levitt in his classic article “Marketing Myopia,” first published in 1960 by Harvard Business Review and revisited by Levitt in 2004. I was […]

15 November

Words Get On Your Nerves (whether you like it or not)

Posted by in Marketing on November 15, 2016
Words Get On Your Nerves (whether you like it or not)

For a company whose primary business is dependent upon communication, it seems obvious that being able to write compelling copy for print ads, brochures, TV and radio ads is a basic requirement. Yet, crafting a compelling message can be challenging. Why? Because how we use words can make a huge difference in how audiences react […]

7 November

The Voice of the Customer

Posted by in Marketing on November 7, 2016
The Voice of the Customer

We all know the central role that the customer has in business. But this doesn’t always translate into listening to the voice of the customer when it comes to product development, improving operations, marketing, and customer service, among other areas. Beyond listening to the customer, it is equally important to visibly demonstrate that your company […]

2 November

The brands, they are a changin’

Posted by in Marketing on November 2, 2016
The brands, they are a changin’

First, let’s get one thing clear; a great brand is no guarantee of success (pets.com was fun while it lasted). As marketing pioneer, Bill Bernbach famously quoted, “a great ad campaign will make a bad product fail faster.” In other words, you can only fool people once. Successful businesses create their product or business models […]

27 October

All your base are belong to us

Posted by in Marketing on October 27, 2016
All your base are belong to us

Artificial Intelligence – not new, just better No, the alien robots from the 1989 video game Zero Wing aren’t coming to get you. The perceived increase use of Artificial Intelligence (Augmented Intelligence or AI) in marketing is just that, perceived. Marketers have been using computers and algorithms for years; the reason for the increased awareness is […]