Your Biggest Trade Show Is Around the Corner — Are You Ready?

Oh, shit. Your biggest trade show is just around the corner, and you promised yourself you’d be more prepared this year. And like most small and medium-size businesses, you invest up to 25 percent of your marketing budget in trade shows. That’s a sizable chunk of change, and how you manage the expectations of that spend has consequences. So before you finish your “Oh, shit!” moment and decide to just recreate last year’s experience, consider your goals and craft a better strategy.

Launching a new product or service? Good for you. Your trade show strategy may have higher stakes, but if the goals are clear, the tasks are simpler. If you can’t create 15 minutes of fame with a brand-spanking-new line of business or sparkling rebrand, then you either suck at marketing or you’re releasing a crappy new product or service. What you accomplish in the “off” years truly marks the progress of your brand. Without a new product to promote, your focus will likely be centered around brand awareness, education, or building and strengthening relationships with your brand ambassadors.

Why We Threw Our Hierarchical Org Chart Down the Waterfall

How many layers of management and bureaucracy are there between the decision-maker and the people doing the work at your organization?

Maybe a few? Maybe a lot?

Ever get sick of getting feedback — on someone else’s feedback — that someone else will have to provide feedback on before something is ever approved or finished?

In an intentionally slow but ever-improving process that’s taken place over the course of the last couple of years, we threw out our hierarchical and traditional org chart for a flatter structure in an effort to become an Agile agency, and the results have been measurable, to say the least.

Public Relations Should Generate Revenue

A public relations colleague at a local Fortune 500 company recently posted on social media about how happy she was not having to worry about generating revenue — as if PR shouldn’t feel the pressure of showing ROI in the same way marketing and advertising efforts are bound to bottom-line analytics. While marketing and advertising professionals are obsessed with lead generation that results in sales, far too many PR professionals and agencies have lured themselves into a false sense of security and created a disconnect that isn’t doing themselves or their brands any favors.