Articles

Executive Personal Branding

Executives' Role Changing

A few notes from Pacific Northwest Chapter of IMC event “Through the Eyes of the Executive Suite.”

The purpose of this event was to share experiences of being in an interim executive position within a company. The panel was made up of Bob King (COO), Tim O’Brien (CTO), Janis Machala (CEO), Marty Heimbigner (CFO), and was moderated by a good friend of mine, Barry Otterholt.

While plenty of stories and examples were shared, two topics came up predominately: Leadership and Success factors.

“I don’t b…

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Steve Rennekamp's Win / Win / Win Senario

Steve Rennekamp/Energy Swing WindowsA good friend of mine, Steve Rennekamp, president of Energy Swing Windows has a great philosophy about culture and brand. He calls it "Creating a Win/Win/Win Scenario." I asked him to share it in an article which is below. Energy Swing Windows is located just outside of Pittsburgh, PA and is the most referred window and door company. They have amazing windows! If you have never seen their product, make sure you tour their facility. You will be blown away.

In a successful company, you build your …

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The Validity of Buzz Words

Buzz Words. They are great for generating interest, piquing curiosity, driving SEO and SMO (search engine optimization and social media optimization, respectively), and showing that you know how to follow trends. Sometimes they can even help you close the deal and sign new clients! Great things buzz words are—ooh wait there is another side to this, accountability.

Just using and promoting buzz words does not mean that you are honoring or able to produce the value that they represent, it simply …

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The Management / Employee / Customer Gap

Bruno Aziza is perhaps one of my favorite authors. His topics, books and articles are always spot on with great examples and usually from a perspective that you wouldn’t have initially thought of. In one of his articles, Creating A Social Media Strategy he addresses the issue of the gap between management, employees and customers. Here are a few of my favorite points that he made, along with my own comments:

Before selling an idea or product (any widget, or strategy for example), you must engag…

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Tom Capizzi Jr.: Handcuffed to the Front Door

Tom Capizzi Jr., of Capizzi Home Improvement wrote one of three forewards for Contractors: Doing it Right Not Just Getting it Done. Here is his . . . Enjoy!

In the early to mid-1990’s I began to make a deliberate effort to lead our company culture in a direction that would allow me to not be “handcuffed to the front door” of our business inhibiting me from pursuing other interests. I had spent several years “handcuffed to the front door” of my business in which most of the day to day business a…

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Do You Want a Chief Marketing or Metric Officer?

http://blogs-images.forbes.com/onmarketing/files/2012/08/1223_super-cmo_392x392.jpg

How important do you think it is for a CMO to be creative?

Traditionally, a CMO is defined as Chief Marketing Officer. I saw an interview with a company that was seriously considering changing its definition to Chief Metric Officer. They felt measuring the metrics of campaigns was far more important than the creativity in today’s market.

When you look at recent economic events, let’s say over the last three years, and factor in that an average CMO remains in one job for only 18 months, to me…

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Blog-TargetMissed

Truth Bomb: You Will Fail in Marketing and It's OK.

It’s true, 90% of all B2B companies market in pretty much the same way. It goes something like this:

  • Make a product/service

  • Talk a lot about their product/service

  • Produce a load of boring content and collateral to sell their product/service

  • Use various techniques to attempt to stand out and cut through the noise

  • Use a variety of channels and platforms like advertising, email, or direct marketing, as well as social media to make people aware of their product/service

  • Build a sales funnel and manage and …

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Looking to Achieve Results-Here Are 8 Tips

Here are some strategies that companies practice to achieve results. Here are eight ideas for you:
  1. Small group/team meetings to provide new employees with lunch 'n learn style background, through discussion, of company values, culture, client overviews, competitor analyses, professional development skills training, etc.
  2. Quarterly or more frequent all-hands meetings in one location with video conferencing for remote staff.
  3. Internal listservs pushing out periodic information
  4. Internal e…

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