I am already losing your attention. It’s OK, I won’t take it personally. You are a busy person. Your day is scheduled, booked, and crowded with distractions. You are the typical audience for business-to-business content. That’s why being able to express your value proposition in one line or phrase can be so important.Read More
Based on the need (and maybe more so, the desire) for a quicker and more easily accessible means of communicating and finding information, the Internet is inherently social. Nowadays the norm – even outside of mainstream social media players like Twitter, Facebook, and LinkedIn – is to have an element of interaction on any given website, whether through public commenting, direct messages between users, or the ability to easily share content.Read More
You can’t beat Watson
From a few emails I received, I sense that there is some “earth shattering news” fatigue with some of us.
Too much talk of Apple doing this and Google doing that, maybe. Additionally, most of these stories have the usual caveats of “it’s still in the early stage” or “they are dipping their toes in” etc.
So, it’s great to see major tech companies tangibly connected to major medical device players. Like many, I am still digesting the http://bit.ly/1ODbD8l IBM, Medtronic, J&J, Apple story. Just those four names together in one headline make it news. Now we have all the power of the Watson platform, the winner of Jeopardy, being deployed to translate data into actionable insight in medtech.Read More
Several years back I was having a lot of success with my content marketing efforts. I was typically generating hundreds of leads for a given event. But I became frustrated that the benefits from these efforts were so short lived. And I wanted to be more organized with the content I was creating. The solution: set up a content library that spanned across all of the events in my vertical.Read More
Who are you? Think about the last time you had to fill in a questionnaire or a survey. What’s your job title? What’s your industry? Where are you from? Check all that apply.
When thinking about your audience, it’s easy to think of one massive, unified group of people. You have something for them, and you would like them to be receptive of what you’re offering. However, the individuals in your audience certainly wouldn’t think of themselves as part of one unified group. They are individuals, with diverse interests and diverse needs.Read More
Putting the customer first is basic in business, but sometimes the concept gets lost in the weeds. We all know that without our customers we would not have a business. We know we need to be customer-facing and let them know that we have just what they need—the products, the services, the information we provide. And yet, when creating our marketing materials, it can be easy for us to be so busy getting things done, that we don’t notice that we have turned our attention away from serving our customer and are focusing instead on just finishing this darn project by deadline. Or maybe you want to add more details to be sure you aren’t leaving anything out, or you are just trying to manage your growing To Do list and check this off the list.Read More
So now you have your booth team well trained on WHO you want to attract to your booth. You have your materials ready. Lead retrieval is ordered. But have you thought through the layout of the actual booth to make sure you are creating a welcoming environment?Read More
It’s no longer 1978
According to a recent article in The Economist it seems that “talk of a renaissance in American manufacturing is overblown”. Apparently since the late 1970’s there have been some ups and downs, but it’s pretty much a downward trend.
Well, that is generally true for overall employment numbers, surely the focus on “Advanced Manufacturing” is producing the kind of higher paying, automation augmented, robotics enhanced, 3D Printed, modern manufacturing we picture on some gleaming factory floor?Read More
Nowadays there are a lot of things that need to remain “top of mind” for physicians and healthcare professionals – Obamacare, reimbursement concerns, ICD-10 implementation, staffing issues … you get the idea. But in addition to the vast amount of necessary business information, physicians also need to stay abreast of the latest clinical updates – many of which are at the forefront of large- and small-scale medical meetings and conferences.Read More
By now, we all know about #thedress phenomenon that took over social media. For a brief time EVERYONE was talking about this social trend. A few savvy companies such as Ford, Oreo, and Lego among others were able to capitalize this trend and put to good use as a promotional tool. Most notably, the Salvation Army recently implemented a campaign to raise awareness for domestic violence using the dress popularity as a back drop for an impactful real-time marketing campaign.
What is real-time marketing?
In short, real-time marketing is tying a brand’s marketing efforts into an event or phenomenon and capitalizing on the popularity/audience of that trend. It can be a pre-planned campaign tied to an event such as a sporting event (Super bowl), awards show (Oscars or Grammy’s) or pop-culture occurrence (music festival or movie premiere) or can be a quickly crafted response to a trending topic (#thedress). In the age of social, it is imperative for brands to have the flexibility to react quickly to trending topics.