Entries by Sean

Channel Your Marketing Efforts

Over the years, PWB has worked with a lot of clients with independent sales channels. Whether Value Added Resellers (VARs) in software, manufacturer’s representatives in manufacturing, or independent agents representing insurance companies, independent channel situations present unique challenges. Earlier this year, I presented a marketing workshop for independent resellers of one of our clients. The […]

Know Your Audience: Advertising Fail

A competitor of one of our clients recently ran this billboard in a nearby market. Yes, it’s funny (to some). Yes, it probably gets your attention. Many people I’ve shown it to outside the advertising and marketing world found it funny and some even called it “effective”. But in my holistic view of marketing, this […]

Some Basic Branding “Don’ts”

Recent social media traffic has me feeling like some basic reminders are in order for companies who are using these channels. Be your brand. Not something you saw on TMZ. Don’t #1: Trendy Stuff By the time you became aware of the Harlem Shake, it was already passé. That’s really swell that your CFO wanted […]

Keep Your Eye on the Ball

Rebranding is ticklish business. There are a myriad of issues and questions to address to achieve success. Do I just update what I have? Do I throw it all out and start over? Is there significant equity in my current brand mark? Do I rename at the same time? All of these (and more) are […]

Integrating Social Media Channels

Saw an excellent example of using one social media channel to fuel another. And a contest to further drive results. I’m a big fan of the band Dropkick Murphys (you may know them for the song “Shipping Up to Boston” in the film “The Departed.”). I follow the fan page on Facebook and saw a […]

QR Codes – true Demand Generation for print media?

You’re starting to see them everywhere‚ those goofy-looking bar codes. While it would be easy to write them off as a new-fangled gimmick, they have a real place in an integrated demand generation campaign. A challenge of utilizing non-online media in the past was the ability to direct traffic to a campaign-specific landing page. Previously, […]

Don’t Make This Business Mistake on Facebook

Facebook rolled out a new service a few months ago called Facebook Places.With it, Facebook is taking on Foursquare by offering a location-based business check-in tool. Like Foursquare, Places lets people share their whereabouts with their friends by “checking-in” to a business using their mobile phones. Whether it’s a cool tool or a creepy way […]

Hocus Focus

I’ve run into three examples in as many days of companies with fundamental business (and marketing) problems tied to a lack of focus. Unless you have a GIGANTIC marketing budget, you can’t be all things to all people all the time. I spoke at a local manufacturing symposium recently and this was one of my […]

Power(less) Point

I sat through not one, but TWO genuinely awful presentations from good companies with solid products this week. This was a good reminder of a blog topic – effective use of PowerPoint. As a former college speech instructor, I would remind you that PowerPoint is a tool, it isn’t your presentation. A good presentation tells […]

Think it Through

As marketers, it’s our job to get inside people’s heads to figure out how to attract their attention and then match our product/service’s attributes to their needs. We spend a lot time thinking about what triggers and what impedes actions. How does a prospect go from awareness, to consideration, to selection? A new Comcast ad […]