By Daylin Mantyka
Even though we took our usual holiday break in December, we still covered a lot of ground on the blog throughout the month. Leading the pack was a well-received piece by our resident neuromarker, Bob Bailly, followed by a to-the-point post on improving your presentation skills in the new year.
In case you missed any of it, here is a handy recap of our posts, as ranked by the enthusiasm of our readers:
December 11: Would you kill the Fat Man?, by Bob Bailly
December 18: Five keys to your presentation success in 2014, by Anil Dilawri
By Leo Valiquette
Happy New Year.
The holidays are behind us and it’s time to get back to the grindstone. But while routines are a good thing, slipping back into poor habits, biases, and preconceptions that limit our professional success are not. Consider this a time to wipe the slate clean and make a fresh start.
I personally don’t care to make resolutions. Instead, I look back and consider what lessons I learned over the past year and how I can apply these in a positive way to my life and work over the next 12 months.
So in the spirit of a new year, here are some thoughts to guide founders, executives, and managers of any growing concern as they work to bring their technology to market and earn their time in the spotlight.
By Daylin Mantyka
It’s Friday and so time again for our weekly roundup. This one happens to be the last of 2013. Over the week, we’ve read great content from Social Media Explorer, Marketing Sherpa and Startup Professional Musings.
All I want for Christmas is…for the 80/20 rule to be abided by
All Tracey Parsons wants for Christmas is for marketers to be better marketers. More specifically, all she really wants is for the 80/20 rule to be followed and abided by. Sure, social media platforms can be a marketer’s dream, but there’s no reason to push your brand’s greatness over and over again. Be smart and provide value. That’s all Tracey asks for.
By Francis Moran
It didn’t take long after music megastar Beyoncé dropped her latest release onto Apple iTunes with no advance warning or usual hype-fest for the armchair pundits and marketing deniers to trumpet that marketing was now dead. It’s a variation on a theme I excoriated a few weeks back where the same know-nothings tell young companies they don’t need to do marketing, they just need to go to SXSW.
In fairness to the NBC article linked above, it does go on to acknowledge that Beyoncé is a never-ending marketing machine who has spent the better part of 25 years building one of the most forceful brands in the entire global cultural marketplace. And in fairness to Kevin Roberts, the Saatchi & Saatchi CEO who was ever-so-briefly quoted in that article, his point was much less about what Beyoncé did and more about the new power consumers enjoy in the marketing equation that obliges brands to build relationships with consumers rather than just bark at them. ”She delivered intimacy. She delivered social connectivity. She delivered a transaction you can buy,” Roberts said in the original Bloomberg news piece from which the NBC article took a single provocative snippet.
By Francis Moran
When I moved to Ottawa in the late 1980s to head up the national capital office of what was then Canada’s largest public relations firm, the Internet was not yet even a gleam in Al Gore’s eye. My mandate was to build the company’s then-non-existent federal government business, and that usually meant large-scale, big-budget, multi-disciplinary communications efforts in support of major policy issues of the day. Unlike the current administration, where virtually all communications efforts are partisan propaganda masquerading as helpful information, the Conservative government at that time seemed to understand that it had to explain what it was doing if it was to secure a social license for what it was doing. And in that pre-Internet age, that meant print. Maybe some radio, possibly TV if it was a really big campaign, but mainly print.
Before I actually won any of those big contracts to develop and implement a six- or seven-figure campaign, I got my foot in the door by conducting audits, or evaluations, of past campaigns. Auditing past efforts required me to compare the outcome of the campaign to the stated objectives, determine whether the material produced had said the right things and whether it had said them to the right audiences.