Understanding Your Top Marketing Challenges For 2016

Each year, you hear marketers talk about how technology has changed the way companies reach and convert their target market. And, every year I agree.

However, in my 25+ years of marketing, I’ve never seen so many changes in the marketing world as I have witnessed last year. If I had only 1 word to describe digital marketing in 2015, it would have to be roller-coaster.… Continue Reading

Trust, Character and Building An Enduring Brand

Trust  - Jim Kissane LI

The team at LocalDirective regularly engages in learning together in the form of a ‘Book Club’ for which we all read and discuss a business book. We try to do this once a quarter, reading and discussing one chapter each week. Even though it is a sizable investment in time, we think it is a good investment because we are a committed ‘learning organization’ and we think it helps build our culture. Both are incredibly important to us.

This quarter, we are reading The Seven Habits of Highly Effective People by Stephen Covey. I read this book (gulp) a couple of decades ago, and as is the hallmark of all good books, some of the ideas have become incorporated into who I am. Yet I did look at the book with a critical eye to make sure it met the criteria of a ‘Book Club’ book. Mainly because of the … Continue Reading

Remember That Jingle? A Lesson In Branding.

Your brand identity is extremely important to ensuring the long term viability of your business.Can you fill in the blanks? What about identifying the brand it goes with?

Oh I wish I were an __________  _________ wiener; that is what I’d truly like to be. For if I were an __________  _________ wiener, everyone would be in love with me. (need help, watch this)

How about this one?

I am stuck on ________ _____, because ________ ______’s stuck on me. (need help, watch this)

Last one:

Plop, plop, ______, _______, oh what a ____________ it is. (need help, watch this)

These have been driving me crazy as of late. Not because I really mind the jingles or the songs. On the contrary, I have been singing some of these with my 6 year old son as of late, especially the Oscar Mayer ones, they’re just plain fun. No, these have been driving me crazy because it emphasizes something many companies have … Continue Reading

What Is Brand?

Who are you? Do people really know what you do? See the world through your customers’ eyes. What sets you apart from your competitors? There are an infinite number of choices. Do enough customers really know what products and services you bring to market in order to achieve your growth targets?

Has your company, products, services, target audience and/or competitors evolved and changed over your decades in business? How do potential new customers know you’ve changed? How do they know you are different now? How do they know you are better?

Take a look at all your marketplace touch points….signage, website, logo, catalog, trade show booth, employees, business cards, advertising, direct mail, premiums, office space, vehicles, and the list goes on. Do all of those touch points reflect the real you?

Owning a powerful position in the market is difficult for most small to mid-size companies. You have the best … Continue Reading