Entertainment B2B marketing in a brave new world

Tuesday, March 10, 2015
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When one of the opening jokes on the 2013 Emmy Awards is, “Oh, TV, that thing you watch on your cell phone” you know that the sea changes in the TV industry have become common knowledge. Women 50+ are binging on Breaking Bad on their iPads. The Walking Dead, a cable show, beat the networks in ratings. House of

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Ways to deploy the two-minute web video in B2B marketing

Thursday, January 29, 2015
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Video is hot, and YouTube isn’t just for consumers. B2B prospects who won’t take the time to read an email will often click on a video link. Then, despite being crazy busy, they’ll sit back and watch a video all the way through. It just has to present a problem they care about right upfront, and cut quickly to

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Look, you can use low tech to sell hi tech

Wednesday, January 28, 2015
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The View Master is one of those old technologies everybody still loves, so my company Reality2 used it to market our client SNL’s web-based software service. This mailing program recently won a top award in an international competition. So it not only got the attention of prospective customers for SNL, it made the global direct response industry take notice.

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Can you explain your product to a 6-year-old?

Sunday, January 4, 2015
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Most companies get far too complicated when they explain themselves to the people they care about. Like customers. And investors. How many times have you heard a 10-minute presentation and wondered, “What do these guys do, again?” What you need is a simple, clear value proposition. And a messaging strategy that comes from your customer’s perspective. Not your developer’s.

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Seven signs it’s time to reposition your company and message.

Sunday, January 4, 2015
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What has changed since you last evaluated your positioning, which is what your company stands for, to whom, and why? Just about everything, most likely. In this global, connected multi-platform marketplace, the speed of change is enough to make your head spin. A lot has happened since you developed your current website, printed your brochures (or uploaded the PDFs)

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Sign #3 that your company’s message is obsolete and it’s time to reposition.

Thursday, January 1, 2015
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Your current value proposition isn’t quite so unique anymore. Maybe there’s new competition – whether from new technologies or cheaper knock-offs. Or, a big competitor is about to enter your niche and you need to pre-empt them. Here’s the good news: you may not have to reengineer your services, add new features or invent new products to stay competitive

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