Insights: Corporate Communications, Annual Reports, Magazines

We need an iPad app!

We need an iPad app! You’ve heard the request. Perhaps it’s even a demand. iPad apps are emerging at an incredibly rapid pace, creating serious momentum among brand stakeholders. Everyone wants an app. And they’re looking at you to make it happen.

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Your Marketing Budget: Asking for an increase

Getting a marketing budget increased? If you’ve spent wisely in the current fiscal year and can show beneficial results, you’re in a much better position. If you can demonstrate strong competitive pressures that can be addressed through additional marketing spend, all the better. Here are five steps to kick-start that all-important request for additional funding.

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Communicating with Investors

The days of ho-hum standard-issue investor communications are over. It’s a new investment community out there — with younger, more connected, more tech-savvy investors — and they expect more from you.

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Focus on Marketing Fundamentals

It’s always a smart decision to periodically review the fundamentals of your marketing strategy. Focusing on the fundamentals makes especially good sense in today’s challenging economic climate when every organization is striving to do more with less. By answering three basic questions you can ensure that your organization is poised for growth.

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Holiday Greetings: Should you?

When it’s time to think about your company’s annual holiday card, do you start channeling your inner Grinch? Or do you go to last year’s card, change the date, and hit send? It’s easy to take your holiday card for granted or simply not send one at all, but is that a wise decision for your business?

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5 Essential Marketing Tools

Your company’s vision, mission, positioning, promise, and value proposition. They’re like the crisply tailored suit that you can’t live without. These essential tools should be durable, well-fitting, and reflect your style. (You may have to try on a few before you find the one that is just right.)

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The Web Experience

How long does it take web users to form an opinion? They arrive at your site, scan the headlines, survey the navigation, and glance at the visuals. What’s the experience you’ve created? And how does that affect what they’ll do next? Take a minute to look at your website — with a judgmental eye. Then answer these six questions.

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The Customer Continuum: Turning Casual Web Users Into Loyal Customers

Sure, your website looks marvelous, but is it doing enough to grow your business? Is it working hard enough to turn casual browsers into loyal customers? Understanding the “customer continuum” can help. The continuum begins with awareness, moves through transformation and engagement, then ends with allegiance. Whether your site is e-commerce, informational, or promotional, it should move customers quickly… Read more »

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Email Marketing: 7 make-or-break decisions about the subject line

Attention e-marketers: Ignore the small things at your peril. It’s the eve of your latest email campaign. You’ve been preparing for weeks. You feel good about your prospects as you draw closer to hitting the send button and letting the world know who you are and what you have to offer. Then someone asks what the subject line should say. Believe it or not, your response to this question is the pivotal moment in your campaign.

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Annual Reports: 7 Success Factors

Does your annual report exude confidence? Build credibility? Engage shareholders, analysts, employees? Tell your story with skill and style? The annual report is one of the most important communication tools you will produce this year. Its design represents and embodies top management. Yet many organizations overlook its power to shape opinion. Here are seven tips to ensure success.

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