Is Your Marketing Program as Attention-Grabbing as a Tricorn Hat?
Create a three-cornered marketing communications powerhouse to open doors, get recognized, and make yourself indispensable. I am a huge believer in print plus email as a powerhouse marketing combination, and I write about that topic a lot. When you add a third...
Helping Customers Improve Their Game and Other Advice from the Trenches
Remember the 1988 romantic comedy Bull Durham? Every season baseball groupie Annie Savoy adopts a single-A league player from the Durham Bulls as her project, to improve, using her own homegrown rules. Like Annie, every year I, too, take on a project (just the...
Taming Your Business Marketing Beast – Here’s How!
I’m sitting down with a solopreneur to help get marketing under control. “It’s been about five years since I really worked on marketing,” she says. “It’s a real beast.” Beastly — ha! — I like that. Yes, I can see how business owners would view their marketing program...
How to Add Seasonal Content to Print and Email for Fresh Engagement
Should we use seasonal content in print and email if we want people to engage, remember and even share? The answer is YES if the seasonal content is fresh, original, memorable and has a unique point of view. Here’s how to add a seasonal element to your...
Whether it’s Time or Tea… Always Leave Them Wanting More
Freshman year in college, a friend “willed” me her work-study job in a campus library. Located in a beautiful white marble building, the library was a simple room with glass-front barrister bookcases, glossy wood tables, and clerestory windows. In the afternoons, the...
The Compound Benefit of Raising Your Rates
“Marilee is distraught,” said my friend. “I gave her your name.” My friend’s boss, Marilee, published a beautiful printed magazine. Marilee had not raised her rates, even though all of her costs had gone up. “She’s losing money,” my friend said. “There’s no place...
Print, the Cool King of Content
My client, King, sold new and used videos, games and fan collectibles. He printed a newsletter every month. When I started working with him, King’s newsletter was mostly canned, with syndicated reviews. He wanted to produce something original, distributed in-store to...
What Printers Can Learn from Start-Ups
There are lessons printers can learn from other people’s businesses…. especially when those businesses fail. Start-up companies are a good source of research because the timeline is short, the mistakes stand out, and the founders are often willing to talk about...
What Do You Think? Was This Marketing Campaign a Success?
Does everyone on your marketing team know what success means? Does the owner know? Here’s an example of the disconnect between the owner and the marketing department. I asked a printing company owner to give me an example of a marketing campaign that was...
Print, Text and Email Create a Recipe for Marketing Success
Print, text, and email are a delicious mix in this restaurant marketing campaign. To gain new customers (and keep them coming back), ask for permission to interact in all the places where they spend time and pay attention — and then reward them lavishly. I’d...
What Can Glamping Teach Us About Customer Experience?
My husband’s parents are known for taking us on memorable family vacations. One year, all the adults and grandkids navigated down Oregon’s breathtaking McKenzie River in drift boats. We learned to fly fish like they do in the movie A River Runs Through It,...NEW ON PMC!
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- Project Voice Part 1 with Deborah Corn and Karis Copp
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