What makes a brand memorable?

How many Super Bowl commercials can you remember, a couple of weeks or so out from the game? And of those you do remember, how many do you also remember the brand?

Chances are good, not many.

I can’t tell you how many conversations I’ve had with folks over the years about an ad they “loved,” but couldn’t remember the name of the product.

And then, there are the generic brands. They don’t advertise because they aren’t going for brand recognition. Generic products ...

Continue Reading →

Marketing Effectively in 2016

It doesn’t matter how new you and your product are, you have to find ways to command attention to break through the noise and get noticed.

The holiday season is a great time to see this in action. Businesses of every sort are finding it increasingly difficult to rise above the noise and seize the attention (and buying power) of new customers. Some just succeed in making a lot of noise. Others break through the noise in brilliant ways.

Continue Reading →

How to maintain more effective business relationships

How important is building and maintaining solid connections with your customers and the people you work with?

MillennialsBoth are invaluable, according to Michael Ray Hopkin, popular blogger and author of Lead on Purpose.

Hopkin believes that to be a truly effective manager or company president and attract and keep clients, you need to continuously improve your business relationships with your employees and your clients.

 

Here are three ways to do this:

Listen.

Continue Reading →

The Best Business Tweets

knowledgeWhen it comes to using social media with maximum efficacy, you’ve got to know your clients.

Let’s take Twitter for example.  So how do you do that with one-way communication like Twitter? At FocalPoint we say, “Listen. Tweet. Listen. Then listen again.”

Here’s what we mean by that:

  • First, find your existing clients on Twitter and start following them. You’ll learn a lot. Spend weeks listening if necessary. Twitter ...
Continue Reading →

Sometimes “I don’t know” is the right marketing answer

Art-of-Listening Some years ago, I met with a potential marketing client over lunch. It was the president of the company. I had heard from him that he was not pleased with his existing marketing program, so this meeting was an opportunity to listen and learn about his business and talk to him about FocalPoint’s work. I was thrilled to get the appointment and wasn’t sure what to expect.

After talking about his ...

Continue Reading →