Marketing Prose: Articles that give insight into issues facing businesses today.

Archive for the ‘Articles’ Category

Advertising Frequency: Finding the perfect balance

Thursday, March 13th, 2014

There’s no magic formula for calculating the perfect advertising frequency.  However, industry rules of thumb can be used as a guide to assist in planning a campaign. Know Advertising Frequency Standards Current industry opinion  on advertising frequency says that five to seven ad impressions will have impact and up to 11 ad impressions will call […]

Win press coverage with a media relations campaign

Thursday, December 12th, 2013

An ongoing media relations campaign is the best approach to secure repeated media coverage in a variety of outlets. A strategic media relations campaign targets your company’s current and prospective markets. This will position you as an expert in your industry. Earn a Reporter’s Attention In media relations, your news is at the discretion of […]

12 steps to help you develop an actionable marketing plan

Tuesday, September 10th, 2013

By Kelly Borth, Chief Strategy Officer at GREENCREST The end of Q3 and the beginning of Q4 is an optimum time to begin the development of a marketing plan to kick-off in 2014. The following 12 steps to developing an actionable marketing plan are the same ones I have used throughout my 35+ years as […]

Clearing your head with some mental health days makes you a better CEO

Tuesday, August 6th, 2013

By Kelly Borth, Chief Strategy Officer at GREENCREST This month I decided to remove my marketing hat and put on my CEO hat. In numerous peer-to-peer driven groups over the years, I have heard the resounding message more times than I care to admit: to be the best CEO, we need find time to work […]

ROI & ROO: How to measure your marketing spend to get the best of both

Tuesday, July 9th, 2013

By Kelly Borth, Chief Strategy Officer at GREENCREST In nearly every marketing conversation, I am asked how to measure return on investment (ROI). It is a fair question, but the answer is not always simple to address. ROI and equally important return on opportunity (ROO), are measured differently for most companies and are calculated on […]

Media relations and new media — what’s different and what isn’t?

Friday, June 7th, 2013

Media relations opportunities have greatly expanded. With nearly all publications having a print and online version of each issue, e-newsletters that get distributed daily or weekly, blogs and information repositories on the websites, a reporter’s need for quality information to share with his or her readers is insatiable. What hasn’t changed is a reporter’s desire […]

Communication plans are key to a successful merger or acquisition

Thursday, May 2nd, 2013

              A merger or acquisition is a sensitive process for all parties involved. Misinformation can abound, egos can be bruised, and business relationships can be damaged. One major cause of problems for companies entering a merger or acquisition is rumors and misconceptions that are allowed to run rampant through […]

ALIGNING BRAND AND CULTURE: How investing in culture drives brand delivery and customer satisfaction.

Tuesday, April 2nd, 2013

                  Obtaining perfect alignment of culture and brand is a moment in time—the gauge is a moving target, and like a pendulum it sways to the left and right continuously. The point is, once you achieve what feels like the perfect balance, it shifts. Maintaining a culture […]

How to drive customers to action through the persuasive power of narratives

Monday, March 4th, 2013

            Storytelling is the hottest trend in marketing today, and it’s no wonder. In a world that is moving at the speed of sound, it is nearly impossible to get your message heard. To do so takes imagination, creativity and enchanting your audience in a way that draws them in […]

Why what worked in 2008 is no longer applicable in 2013

Monday, February 4th, 2013

As the economy slowly recovers, you need to adapt to the times when marketing your products and services. What worked in 2008 no longer applies in 2013. It’s a new game, and the few businesses doing it right are driving conversation, engagement and loyalty — and winning new business. It is not about abandoning what […]