When I left you last decade, I was talking about the purpose of an email blast… An email blast’s purpose is NOT to sell. Counterintuitive, I know. Email attention span is too short. The goal of an email is to get the reader to click-through to your website. Emails need to be as quick paced… Continue Reading Click-through breakthrough
Arts organizations: The economic bust is over. Most of what was going to break, broke. And you survived. Now’s the time to light your fuse and make the most of an improving economy. It’s time to get ready for the boom. I know: If you’re like most arts organizations, you’re probably not over with that… Continue Reading Lee Wochner serves as guest columnist for National Arts Marketing Project
As this story about Apple’s seemingly head-scratching marketing approach shows, if you’re Apple and you want to wipe your feet with new marketing rules, you need a superior product. (And, actually, that applies to everyone.) But you also need a strategy. In Apple’s case, that means pursuing the right positioning: “cool,” “in-the-know,” “elite.” Take a… Continue Reading How to break all the new marketing rules while posting enormous growth
Coincidentally timed for release with our social media seminar Get Connected!, which goes on sale today, here’s Slate’s ranking of the companies that make social media work. Unsurprisingly, they start by profiling successes with Facebook: Why Facebook? After all, social media is highly fickle; there is some reason to think that as soon as a… Continue Reading The top 50 companies that are making social media work
One thing I look forward to is the annual staff retreat. As a staff, we set a day to discuss the inner workings of Counterintuity. We put ourselves through the same strategy facilitation we offer to our clients, and examine how we can work better together, smarter (not harder) and ultimately—how we can better serve… Continue Reading 15 minutes of adventure
When planning your marketing budget, don’t ask yourself “if” you need marketing, but “what kind” and “how much?” Continue Reading What the Heck is Marketing and Why Do I Need It?
Your logo is the first tool your customers and prospects have to size you up. Continue Reading When Bad Things Happen to Good Logos
You’ve heard of branding, but DE-branding? In a world full of media hounds who’d kill to have their name in the spotlight, this seems almost implausible. But indeed, last week beleaguered financier AIG decided to go incognito. Their Water Street Manhattan office signage vanished overnight. Saying this was an attempt to differentiate this office-where much of the alleged… Continue Reading DE-Branding A New Madison Ave. Trend?