Nobody ever likes to think about what they’ll do when things go wrong. As corporate marketers, a big piece of your job is to make sure things go right. So, what are you doing to make sure a crisis doesn’t permanently derail your company?
Entries tagged with “Business Planning”.
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Tue 13 Apr 2010
What do you do when “it” hits the fan?
Posted by Mike Bawden under Corporate Leadership, Marketing
[2] Comments
Mon 31 Aug 2009
It’s the perpetual marketing question: “How do we know what we’re doing makes a difference?” And it’s a question that’s only answered by the most ambigious phrase known to man …
“It depends.”
The inability to quantitatively answer the question and all it’s related derivations (e.g. “How do we know it will work? What is going to work best? etc.) is the underlying cause for the continuous contraction and expansion of in-house marketing departments. It’s also the driving force behind job changes for marketing people (average tenure is less than two years), the tendency for clients to look for new agencies every three years and the high dissatisfaction level with “Chief Marketing Officers” at major brands.
We live and work in an industry that is, by its very nature, creative and changing with the times. As a result, it’s extremely hard to quantify.
And things that are hard to quantify are hard to measure.
Wed 27 Feb 2008
Setting your corporate collateral strategy.
Posted by Mike Bawden under B2B Marketing
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I found this very helpful post on the Small Business Trends blog on developing a “marketing kit.” There are some very helpful tips here for B2B marketers who typically have to rely on a library of brochures, spec sheets and direct mail pieces to educate a prospective customer. (more…)
Thu 25 Aug 2005
The Siren’s Call of Planning
Posted by Mike Bawden under Brand Crafting
[2] Comments
I had an interesting phone conversation the other day.
I answered a phone call from a young guy who was ready to start his own consulting practice … or so he thought. He sounded full of confidence and very sure of both his area of expertise and the need for it in the marketplace. He was calling me because he needed someone to “do some marketing” for him.
His confidence started to fade when I asked him to be more specific. Clearly, he wasn’t expecting that kind of response. “What kind of marketing support do you need?” I asked. You could hear the air escape from him as he deflated right there on the call. (more…)
