Blog


May

26

2014
Emptier than they used to be.

Still Relevant: Direct Mail Marketing to K-12 Education

Direct mail is very old. Like 150 years old. But sometimes, erroneously, old is viewed as irrelevant, especially in our hyper-speed, Mountain Dew fueled digital world. For outbound, digital tactics have all but eclipsed direct mail marketing. And in many, many ways, that’s a great thing. Digital offers some enormous benefits, like speed to market, quick testing opportunities, and lower costs. But the success of...

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Apr

18

2014
The Recipe for K-12 Marketing Success

The Recipe for K-12 Marketing Success

Is there a single recipe for K-12 marketing success? All businesses are different, and so are the nuances of what they need to do to succeed. But there are definitive foundational elements to building, maintaining, and running a top-flight company whose marketplace is K-12 education. What follows is a list of what’s important to successfully do business in K-12. Or in any marketplace, for that...

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Mar

23

2014
Social Media & Caveman’s Fire:  The Evolution of Social Media

Social Media & Caveman’s Fire: The Evolution of Social Media

Among the leading questions I’m asked is “how do I best take advantage of social media for my business?” And there are good answers to that question. Creating content is one. Building relevant networks is another. But what I’m finding is that the real question I’m asked is “what the heck is social media, really? And please help me to make some sense of it!”...

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Mar

07

2014
It's always time to buy.

Use Consumer Tactics to Enhance Your B2B Marketing

  Business and professional markets respond to the same tactics used in consumer campaigns. People at work are still people. There’s no such thing as marketing to institutions, only people, and they’re very much consumers too. And what works, well, works. But wait, there’s more! Certainly, not every consumer tactic will get results. But specific tactics that you should consider include….. — The timed offer....

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Feb

13

2014
Demos do this.

Bragging Rights: 5 Tips for Using Demos as a Marketing Tool

We all know that proper positioning of our products is essential. But for a strong and lasting business, even the most brilliant positioning will never take the place of showing off your great offering using demos. When you have great product, bragging rights apply. So use demos to showcase your offering while building awareness and understanding. Product demonstrations hold enormous sway in the sales cycle,...

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Feb

04

2014
5 Ways to Keep Your Messages Simple.  And Effective.

5 Ways to Keep Your Messages Simple. And Effective.

When you keep your communications simple, you’re creating access. And clarity. And that allows your core message to be heard louder and clearer. It’s the difference between being on point. Or rambling around its peripheries. The KISS principle certainly applies to messaging, as it does to most things we do in life. But when we create outbound communications, there sometimes exists a habit to “kitchen-sink”...

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Jan

26

2014
You can win here.

K-12 Education Marketers: Arm Your Reps with a Winning Sales Presentation

It’s marketing’s responsibility to make sure the sales team is fully on message, so provide them with a top-notch, killer sales presentation. With one at their disposal, one that they can used in nearly all selling situations, then you’ve made important strides to maximize your sales potential. So what are some attributes of a really great, highly effective presentation? Adaptibility. If you design your presentation...

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Jan

09

2014
So where did all my customers go?

The K-12 Marketing “End Zone”: January through April

January is the “beginning of the end” for all of us who market to K-12 and rely on funding from school budgets. It’s the start of what can be termed the K-12 marketing “end zone.” January through April. It’s during that period of time when we aggressively market our wares to align to an incredibly and at times intolerably rigid purchasing cycle. If tapping school...

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Dec

11

2013
Pedaling Awareness

Can You See Me Now? How to Increase Brand Visibility.

“Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does…”  ― Howard Schultz A brief story on visibility. In 2000, Bell Atlantic rebranded to Verizon Communications. What seemed to have taken place in the span of a few days was a full-scale rebranding, and to a brand no one ever heard of — what’s a “Verizon?” An immediate...

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Nov

24

2013
Free PDF “The K-12 Marketing Toolkit:  11 Essential Components.”

Free PDF “The K-12 Marketing Toolkit: 11 Essential Components.”

A well-stocked marketing toolkit is essential to maximize awareness and build a solid sales foundation. So what does one look like when marketing to K-12 education? Download this free 13 page PDF guide and you’ll get details on the 11 key components to help your marketing program achieve success in the coming school year. Also included are links to additional resources to provide even more...

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