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Stop Wasting Marketing Money on Billboards That Are Confusing!

marekting Nov 19, 2018

I saw this digital billboard in the Atlanta Airport last week. Now, I am an experienced information technology (IT) 25-year professional and I consider myself an insider. But when I saw this billboard I was totally confused by the words on this Ad.

Digital display rates Range between $3,500 - $9,500 per ad per 4-week period for one display. Or, for one year, a company can spend $42,000 - $114,000 just for one sign at an airport.

Think about it, if a company like Informatica wants to advertise at the big airport major hubs in the United States including Atlanta, San Francisco, Los Angeles, Chicago, Denver, Dallas, Houston, Toronto, New York (3 airports), Philadelphia, and Washington DC they can spend for a year as much as...

$1,482,000!!!

And remember, this is the cost for just for one display in the airport. At some of the larger airports, most companies would want to have multiple displays for that airport. So, if they place multiply that number by the number of displays.

What a...

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What Does it Take to Get a Meeting?

branding marketing sales Oct 02, 2018

Last Friday at the Information Governance Conference 2018, I conducted a Vendor Workshop titled “Stop Wasting Money on Marketing”.

One of the questions that came up and that I hear often was “Since you were an IT Executive Buyer, what would get you to take a meeting? Would it be an email or a webinar?” 

Well, here’s the answer I gave.

Unless I knew the person sending the email or if the subject happened to match the big problem I was trying to solve, then that “cold” email was instantly deleted. As for webinars, if your potential buyer is relatively senior at all, they rarely will invest the time for a webinar. Sometimes they will, but it is rare.

So, what can you do?

My recommendation is to contact the influencers on your buyers’ team who he/she listens to. While I was leading the strategy and the teams to manage the information and data for BP from the Gulf Oil Spill I would only meet with potential suppliers and solutions...

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Has It Really Been 47 Years? What I Learned from Becoming an Eagle Scout

personal development Sep 25, 2018

Yesterday was a very special day: it’s the 47th anniversary of my becoming an Eagle Scout! 

I didn’t remember this milestone but I received an email yesterday from the National Eagle Scout Association marking the day with the subject, “Happy Eagle Anniversary!”.

As I read through that email the memories of that day and my journey to become an Eagle Scout flooded my memory. I started to reflect on what this meant to me and what I learned from this experience.

That was a very long time ago and it took me several years to finally achieve that significant milestone. Here are some of the lessons I learned along the way:

#1. Any significant accomplishment starts when you take the first step.

I started this journey when I was 8 years old. Throughout the six years, it took to become an Eagle Scout, I would have never achieved this milestone if I had not taken that first step. Remember, you can’t finish something if you don’t start. Take that...

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10 Things I May Have Never Told You...

Uncategorized Sep 04, 2018

So much of what’s out there these days lack a personal connection. Many people are simply afraid to really be themselves. I thought I’d have a little fun with this update and share another side of me and the work I do in order to prove I’m not a robot that stays locked away working all day.

Here are 10 things you may not know about me…

  1. I was part of the generation that was mesmerized by the space race to the moon. When I was 12, my brother and I built from scratch, a replica of a Gemini spacecraft that we actually spent time in during a simulated mission in my garage in South Florida, in the summer, without air conditioning. What were we thinking?
  2. I should not be alive! I am an Eagle Scout and while hiking at the Philmont Scout Ranch I slipped and fell off a cliff 40 feet into a creek. An inch in either direction and I would have probably been killed. Miraculously, I landed around a big boulder in 4 inches of water. I refused to quit and hiked for four more...
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3 of My Favorite Marketing Books – Have You Read Any of These?

personal development Jul 26, 2018

I love this quote from Stephen King, “Good books don't give up all their secrets at once.” I reread and study some of my favorite books which continue to tell me their secrets.

When I started focusing my business on helping others clarify their marketing books became some of my best friends. They spoke to me in ways mere humans could not, they were a constant companion when traveling, they were there in hotel rooms and while waiting for my flights.

These are some of my favorites – so whether you’re looking for a fresh source of inspiration, education, or just plain entertainment, consider checking these out. There are tons of great titles out there, but these have been really meaningful to me.

Book 1: Beyond Bullet Points: Using PowerPoint to tell a compelling story that gets results by Cliff Atkinson

Communications expert Cliff Atkinson shows how to apply classic storytelling tenets and practical, research-based guidelines as you work with Microsoft...

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What Happens When a Brand Tries To Compete Using The Wrong Positioning...

branding Jul 23, 2018

Both of these pictures were taken at the same time at the Galleria shopping mall in Houston. The picture on the left is the Microsoft Store and the Apple Store is on the right.

Microsoft Store - no customers and the only people in the store were staff talking to each other. The Apple Store had approximately 30-35 customers in the store when I took this picture. It was bustling with activity.

Why do we see such a difference?

First, Apple has positioned itself as a luxury brand and customers have bought into that positioning. Their products are cool and we like to be seen using their products. Going to the Apple store is fun and we get to see, touch and experience the new Apple products. Plus they have people to help you. Scott Galloway talks about this powerful brand positioning in his great book, "The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google" and why Apple's retail stores are so successful.

 

On the other hand, Microsoft is not a...

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