As we’re approaching the end of the year, many of you are wrapping up your marketing initiatives and preparing for the coming year. As part of those planning efforts, have you completed a thorough Marketing Audit? An audit will provide a valuable foundation — proof points and rationale — to fuel your marketing strategy and plans going forward. By taking a careful, objective look at existing marketing activities and recent-past results along with examining competitors, customers, prospects and the marketplace as a whole, a Marketing Audit ensures your ability to craft marketing and campaign plans that are more likely to maximize results.
Here’s a closer look at the valuable questions a Marketing Audit will answer and exactly when a Marketing Audit is necessary.
I’ve had the Jim Collins business classic “Good to Great” on my to-read list for a few years now, so when I heard Collins and co-author, Morten T. Hansen, came out with a sequel I read it instead. “Great by Choice” was both inspiring and surprising…with applicable lessons for marketers.
Johnson Direct is delighted to add Kevin Deval to our creative team. As art director, Kevin is responsible for the conceptualization and design of a broad range of marketing materials for our clients and the agency. In just a couple of short weeks since his start date, Kevin already has “wowed” our clients with his creative skills. Continue reading
Grant’s recent blog post “The Art of StorySelling (Part One)” reminded me of the value of case studies and application stories as they are often called in the business-to-business marketing world. Case studies offer a great example of StorySelling in action. They can provide powerful proof of benefit claims about a company’s products or services and demonstrate firsthand how you offer solutions to customers’ challenges. Continue reading
Last Friday, as I reached into the pocket of my new pair of jeans I discovered a small slip of paper. It was a fortune, the kind that you get when you crack open a fortune cookie. Continue reading