During a recent Marketing Roundtable presentation I moderated, one of the presenters touched on the idea of bad customers. His argument was that not only do bad customers consume valuable resources, they ultimately are significantly less profitable than good ones. This premise set me wondering – are you chasing the GOOD customers? Or are you […]
This author has yet to write their bio.Meanwhile lets just say that we are proud Sean contributed a whooping 41 entries.
Entries by Sean
Need to get noticed with a small media budget? Competing against entrenched competitors with huge market share? As my friend John Lichtenberg, Marketing Dude Extraordinaire for Wash College wisely says, “Be brave.” If you’ve seen John’s ads, you know what he’s talking about. This creative platform redefines the ordinarily poor world of educational marketing creative […]
Demand Generation (DG) is a simple construct – a set of marketing activities that integrate, coordinate, and lead prospects through the buying journey. But, it’s a holistic, systems-based approach to marketing. Simply implementing a portion of a DG program will cripple its effectiveness. With DG, you’re either all in or you’re not. As Yoda said, […]
In recent years, there’s been tremendous buzz regarding the rise of social media as a marketing tool. Many have championed them as the future of marketing communications (mostly the self-appointed gurus of social media marketing). But the reality is, this phenomenon isn’t really anything new – there’s ALWAYS something new in the zoo when it […]
Years ago we shared an office building with one of our largest clients. Upon returning from lunch a couple of us found a comp we’d delivered to the client the day before on the front desk. On the front cover was a Post-It note that read: No, much different. This incident, which happened over a […]
I love the New Year. It’s a fresh start. New beginnings. A clean slate. Whatever you choose to call it, it’s a chance to learn from the past and put that to work creating success. Like many businesses, 2009 is one year we at PWB are happy to see in the rear-view mirror. We survived […]
If you’re considering a technology shift in your product, take a moment to consider something most companies don’t – your customers. When I worked for a large chemical company years ago we were always changing some formulation without considering that many of our customers had optimized their processes for a modulus of X when running […]
During a recent meeting with a partner we were discussing the shifts in media, the rise of social media, our thoughts on a print resurgence and more when I realized – it’s about the story, not the channel. With apologies to Marshall McLuhan, the medium is NOT the message. Yes, the medium influences how you […]
With the tightening economy and increased focus on ROI, we’re seeing a number of folks forget that integrated marketing is a real response to buyer behavior. Potential buyers make a journey from awareness to consideration to purchase. And they use media differently at every stage. So when you’re tempted to shift your entire spend into […]
I was talking to a friend the other day about the importance of feeling appreciated in my decisions on where to spend my money. Consistently, I find I patronize places that show me they value my business. Which got me thinking about how that applies to our business here at PWB. We try to be […]
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