Marketing communication

Simple techniques for writing strong headlines

01 Jun, 2020 Marketing communication, Media relations, Writing and layout

These days, isn’t the need for journalistic skills fading fast? Don’t the web and social media mean news writing skills are going the way of traditional news media – dying out in front of our eyes? Actually, it's quite the opposite! Strong headlines and intros/leads (first paragraphs) are even more crucial to good writing on websites, in social media and in mobile technology. Research shows that readers these days scan text most of the ...

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Why ‘tryvertising’ wins over consumers

01 Jun, 2020 Marketing communication

Experienced consumers switch off or even get angry about the commercials, ads, banners and pop-ups foisted on them. An innovative alternative way to reach consumers is to use tryvertising – a cross between advertising, product promotion and marketing communication. Tryvertising essentially takes product placement to the real world, integrating products into the daily life of consumers so they can make up their minds based on their actual experience with a product - and can ...

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What type of logo is most effective?

01 Jun, 2020 Marketing communication, Visual communication

A well-designed logo can strengthen a brand by creating consumer interest, by differentiating from competitors’ brands, by increasing brand recognition, and by appealing to potential investors. Having worked on the launch or change of various logos during my career, I was interested to recently read a Harvard Business Review article about research on what makes a logo effective. The research findings were based on several studies reviewing the attitudes of thousands of consumers towards ...

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Direct mail is effective to reach senior executives

01 Jun, 2020 Marketing communication

Direct mail expert, Alan Rosenspan, was recently asked, “Is direct mail really effective for reaching CEOs, CFOs, CIOs and CMOs?” His answer: “Of course you can do effective direct mail to the C-level. In fact, one might argue that's the only form of marketing that really gets through to them.” Steps to reach senior executives with direct mail Make it look personal so it gets by the gatekeeper (PA/EA/receptionist/secretary). Write the letter from one ...

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New opportunities for PR as traditional brand promotions need to change

01 Jun, 2020 Marketing communication

One of the biggest beliefs in marketing is the importance of a brand. Marketers assume customers will value a brand more than anything else in making a purchase decision. But these days customers don’t rely so heavily on brands to make a purchase decision. Reputation first International surveys show that the first thing considered in people's purchasing decisions is usually the reputation factor. "People's willingness to buy, recommend, work for and invest in a ...

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Marketing and corporate communication should be strategically based

01 Jun, 2020 Marketing communication, PR planning, strategy, budgeting

Marketing is more important than ever before in the increasingly complex and difficult organizational environment caused through continuous internal and external change. Globalization, the internet and the increasing availability of information have led to more demanding employees and customers. Customers are expecting progressively more customized goods and services, which means organizations are less able to forecast the direction of their markets. These factors have increased the cost and complexity of doing business and have ...

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Communication improves satisfaction for employees and therefore customers

01 Jun, 2020 Internal communication, Marketing communication

Research consistently shows a strong correlation between employee satisfaction and customer satisfaction. Economics experts report from their global study that "Higher employee wellbeing [satisfaction] is associated with higher productivity and firm performance." They found "correlations between employee wellbeing, employee productivity and firm performance across all industries and regions." Writing a 2019 article for the World Economic Forum, George Ward and Christian Krekel from the London School of Economics, and Jan-Emmanuel De Neve from University ...

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Improve your copywriting by getting specific

01 Jun, 2020 Marketing communication, Writing and layout

Much of the copywriting for marketing communication is based on vague claims. By using specific terms and focusing directly on your strengths, your case will be stronger as well. Read in this article the steps you can take to sharpen your marketing text for better results. The article is available to you in a special Kindle collection of 12 top articles on communication campaigns for only $11.99 including tax. Click here to buy.

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Form a good relationship with your marketing department

01 Jun, 2020 Marketing communication, Workplace relationships

CEOs often think of marketing and PR in similar terms. So it is in your interest as a public relations professional to strengthen your relationship with marketers in your organization and establish a solid combined front. Firstly, you can jointly analyze your organization’s priorities as expressed in the organizational mission statement and strategic goals, and ensure your activities directly and measurably support them. Look especially at the organizational business strategies that have the most ...

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How to communicate value to customers

01 Jun, 2020 Marketing communication

The perception of value is one of the most important elements of pricing. If customers don’t think they are getting value for money, you have no pricing power – you can’t lift prices to maintain profitability without losing many customers. However, if customers believe they are getting value for money, they will remain loyal despite price increases. Value is not just a single element (price); it encompasses a range of attributes of your goods ...

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