resources
Super Bowl Champion Coach Bill Belichick teaches the concept that “ideas should be innocent until proven guilty”. It’s true – really. People are too often afraid of ideas.
It’s important to get new customers. It’s even more important to keep those customers. Two current business partners of mine specialize in that.
It’s especially true in your advertising. Too often businesses or organizations just add music – almost as an afterthought – to their commercial messages.
For years I have explained to clients that it isn’t necessary to put all their information and statistics in a commercial or have the staff standing in front of the business waving --- in order to get viewers to notice them.
Splinter audiences, narrowcasting, multiple channels, niche marketing…these are all relatively new terms used to describe the extreme targeting of smaller, more interested audiences.
Many of you know before I started this company my main responsibility was to recruit, build and develop sales talent at the advertising departments of television stations.
As judges, we had the opportunity to ask questions as we evaluated their plans for the club. Never being one to shy away from stretching young minds -- I focused several questions on the issue of thinking ahead.
What is happening in the sports world that applies to those of us in business and industry?
Each of us have discovered that people are fascinating. We simply need to take a little time to get to know them and then listen to what they have to say. That’s a big part of the challenge. As leaders we run from a tasks to meetings to challenges to solutions mindset. Unfortunately, it’s all too rare when we sit and just listen to people.
So often in business a great deal of time is spent focusing on what we’re writing and that’s important. At the same time, it’s important to evaluate the appearance of what is written. Taking a closer look quietly makes a difference in the way copy is presented.
Recently I learned of a fellow business owner who wanted to start doing some advertising. His company had been busy for years, but recently his business had slowed down significantly. The phones weren’t ringing. The orders for work had stopped. Enter the “famine” phase of the feast-famine cycle in commerce.
And just like that, the holidays are already here! As you frantically hang the stockings with care or try to meet those 2022 goals before the new year, it's important to slow down this holiday season both in and out of the office. With these simple tips on how to unplug from work during the holidays, you'll be ready to enjoy the full experience of this season.
The headlines are ever-present. Every day you see a story about how hard it is to find employees. For a while many thought it was the fault of the stimulus checks or people not wanting to work. Some leaders in certain industries, point to the slow downs in immigration and access to those who work in professions which are woefully short-handed.
We read about providing great customer service, but when you’re on the receiving end, man does it feel good.
Over the past five years we’ve built nearly 70 websites. Some have been from scratch, but many are conversions of sites that needed updating, a more modern look and feel, or to better reflect the shifting work our client is now doing.
I remember one in particular where our client insisted over and over that the information on their current (dated) website would simply transfer over to the new design we were doing. No matter how often we asked, we got the same answer. They would not need new copy. When we showed them...
About twenty years ago, in a city far from where my agency is located, I learned a valuable life lesson.
Gathered with me in an old room with dated furniture on a cloudy fall day were 12 people who I’d never met prior to that week. A few days before, we went through a tryout of sorts, and that was also a strange experience. I always wanted to...
Business routines are backwards these days. It used to be I’d build a relationship with someone, then they would become a client. Now, clients decide to trust us to help them and then at some point afterward we begin...
It's basketball season and I love basketball – more than most anything. So it’s a good time to write about basketball.
However, March of every year brings one specific activity that breaks this pattern. They are called "Brackets".
Editor's Note: While this is a genuine example of Bruce's fine parallel parking skills, there was no witness to how many tries it took him to get it right.
It was probably a motivational speaker or maybe a magazine, but sometime well before the internet was a regular part of our business day I heard someone say, “You can always do more than you think you can”.
On two different days last week – Monday and Thursday – the temperatures in the middle of the day here in the Greater Roanoke Valley reached 38 degrees.
Can you remember the first time you saw the ocean or the grit of the sand between your toes?
Early in my career I worked directly for six different sales managers over a period of about two years. It would have been easy to be distracted by all the various routines, demands, and processes each wanted me to employ as I was getting started in the advertising business.
Sometimes it gets to the point where the pile can get so large you simply have to do something about it. Sometimes it’s just one big item. You know what I’m talking about.
A few weeks ago my company had one of those bursts that often accompany a fast growing organization. On Monday it was confirmed B2C Enterprises would be handling all the marketing for a local franchisee of a major national company.
Here’s a reality! Not all marketing and advertising concepts are absolutely critical to your business’ growth and development.
Sometimes you hear a song and realize, hey I know that. Sometimes those songs are for advertising. Maybe it’s a musical branding piece done specifically for a company. Often, it’s a remade song that is newly incorporated into a campaign.
Before and After advertising is as old as... well, advertising. I mean, who hasn’t seen an ad for Weight Watchers, and marveled at the Before and After comparisons of this highly effective weight loss program?
People are unique. We can all agree on that statement. Yet, when looking at marketing decisions, it seems the experts want to lump us into categories with the assumption that everyone occupying that category has the same patterns, desires, interests, and passions.
What’s Content Marketing? Simply put, Content Marketing is the foundation for an entire marketing and communication strategy. Content Marketing can help your website rank on search engines, position you as a subject matter expert, build your stakeholder list and engagement level, and nurture...
Social media accounts are proven to help businesses build brand loyalty, direct users to websites, and collect customer feedback.
Google Analytics has been giving companies and organizations vital information about their website users since 2005. While the world was listening to music on Apple's colorful iPod nano, Google released an innovative new tool online. It allowed marketers and business owners to see who went to their website and what they did once they got there. This tool provided insight on page views, sessions, and bounce rates. Now known as Universal Google Analytics, this powerful database gave viewers valuable information and reporting capabilities to make strategic marketing decisions.
St. Patrick's Day observes the death of St. Patrick, the patron saint of Ireland. Today, the holiday is celebrated with parades, special foods, music, dancing, drinking, and a whole lot of green. While many brands take advantage of holidays to create special promotions or campaigns, here are some ways to make your own luck with marketing!
Advertising can seem expensive, but it does not have to be. If you use the right strategies to maximize your budget, you can get the most out of your marketing dollars. Here are some tips to help you reach new customers without draining your budget or cutting into your profit margins.
When it comes to marketing for your business, monsters aren't the best advice-givers. In fact, their insights are quite terrible! When our monster-handling team at 5Points Creative heard about the Marketing Monster's "12 Holiday Marketing Mayhem Tips", we had to...
Kitchens in the ’70s and ’80s had this appliance. It was a hit in suburban households for decades and an omnipresent part of the home back in the olden days.
How do most of us get along without the Trash Compactor now? It’s hard to say, but it’s been decades since the average home has been built with one of these contraptions – at least as far as I know anyway. Back then, the homeowner would...
Late last year something happened in my business’ sales cycle and it got me thinking.
To support another organization, I placed a call to a friend of mine whom I had known for about a dozen years. In the course of the conversation about this other topic, he asked me about marketing and advertising. He wondered how we help clients...
It’s fascinating when a client says something to me that I’ve already thought or said myself many times. As if hearing the idea for the first time, their comment hits my head (or my heart) and drives home a concept chock full of value. That’s exactly what happened to me during a recent Zoom call with a client.
We were talking about their media plans and how they suggested we approach their strategy for the coming season. We were working through their goals, their budget, previous success, and some new ideas to...
This fall, out on a walk, I noticed a house in my neighborhood that provided the perfect picture for what we tell our clients. It was so appropriate I decided to snap a picture. Hopefully it isn’t your home. I’m hoping it can illustrate an important point about your business. Think ahead.
Thinking ahead is good advice for...
Someone makes a move, then the opposing side responds and makes a change. It's the way the sports world has worked for centuries. It's also how business functions.
Football teams played the Single Wing and...
There was an internal battle I had to work through. Last month I wrote about Nick Saban and his approach to changing a culture.
It’s usually pretty easy to come up with a mission statement, a distinguishing characteristic of your organization, or even a unique selling proposition for your company. Leaders frequently focus on these concepts.
I listened to a recent radio broadcast of a college basketball game. The teams were moving up and down the court at a fevered pace. There was lots of movement and action – not any scoring.
When you are brought in to tidy up and refocus a half dozen advertising sales departments over a few decades you’re bound to notice some consistencies. This is the best time of year to note and begin to change one such pattern in your own business.
I knew exactly what I was going to write about until I opened the Wall Street Journal one morning and saw the following headline: Cain Never Prepared for the Storm. Herman Cain. Remember him?
Most every one of my clients is in the budget preparation and planning stage…it is the season after all! Many of you are coming out of some tough times and all the expenses that can realistically be cut have been. To best make these cash flow numbers work for everyone you simply must take another look at the revenue side.
It’s important to get new customers. It’s even more important to keep those customers. Two current business partners of mine specialize in that.
As judges, we had the opportunity to ask questions as we evaluated their plans for the club. Never being one to shy away from stretching young minds -- I focused several questions on the issue of thinking ahead.
Where did the curiosity of our youth go?
You’re always marketing. There’s no rest. It doesn’t matter if you are a start-up, a tech company, a retailer, a home services expert, or anything else. Whatever you do in business or industry, you’re always marketing yourself.
It’s been well documented in past B2Seeds that I wasn’t the best math pupil. In fact, I never even made it to high school calculus. It certainly didn’t help that we weren’t allowed to use calculators on tests. I do remember wondering why I had to work out those problems by hand when my calculator could do it for me!
When I started this company 14 years ago, Public Relations wasn’t a focal point of our new firm. Back in those days, we farmed out press releases, press conferences, and even media training. My background was in the television media business, so I was more focused on the advertising side of things in our industry.
Some of the best ideas are stolen (may I more politely say borrowed).
Over 30 years ago I was a TV sales manager who called on business and ad agencies in Michigan. One agency founder had a fun title on his card, and I remembered that. Fifteen years or so later, when I started my company, I decided I wanted to have some fun with our titles, as well. Internally we all know what we do, but externally, we like to poke a little fun at the formal titles and let our experience and sunny outlook shape the language that distinguishes us.
Over the past five years we’ve built nearly 70 websites. Some have been from scratch, but many are conversions of sites that needed updating, a more modern look and feel, or to better reflect the shifting work our client is now doing.
I remember one in particular where our client insisted over and over that the information on their current (dated) website would simply transfer over to the new design we were doing. No matter how often we asked, we got the same answer. They would not need new copy. When we showed them...
A budget is a plan.
That’s all it should be.
Let’s be honest at the start of 2020 people were not calculating how to incorporate the adjustment that would come from a worldwide pandemic. No matter what type of industry in which you operate, there were far-reaching ramifications and everyone had to adjust. The budget situates you for success, growth, and should allow you to figure...
From all accounts, Zoom calls are going to remain a part of the business day.
For years companies ran WebEx, Teams, and other video conference meetings, but it wasn’t until 2020 that we all started playing in that arena on a regular (read: daily, or even hourly) basis. That shift was startling to many...
Late last year something happened in my business’ sales cycle and it got me thinking.
To support another organization, I placed a call to a friend of mine whom I had known for about a dozen years. In the course of the conversation about this other topic, he asked me about marketing and advertising. He wondered how we help clients...
The year was 2003 and sequels were all the rage – The Lord of the Rings, Matrix, and Terminator movie series were topping the box office. Speaking of Terminators, it was that year that Arnold Schwarzenegger became California’s Governor too. The government was...
.png)
