The Top 3 Things to Ignite Your Advertising


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Strategy vs tactics

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From: https://en.oxforddictionaries.com/definition/strategy How often have you walked into a meeting to discuss strategy only to find your team debating the value of brochures over radio ads or pop-up displays and website content? The team whips together products that they believe will achieve their (usually unarticulated) goals only to deplete the budget without getting results. "Is this really what strategy is all about?" you might well ask. We're going to spend a few weeks talking about strategy in a way that we hope will help you get really comfortable staying away from tactics and helping your team members grasp big-picture thinking. Let's start with defining what strategy is -- and what it isn't. First, from the Oxford Dictionary, strategy is a plan to achieve a long-term goal. It is not the detail, which would be set out later in an operational plan. It is high-level. It is the "how" or approach you'll take to achieve that goal...
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When love means having to say you're sorry

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With the corporate mess-ups that have been in the news recently, a few comments about apologizing are in order. Let's suppose you've messed up. A mistake was made. You can't believe it turned out this way, but it has and to make matters worse, people noticed. What are you going to do? 1. Think fast. You won't have days to react. Often you won't even have hours. Figure out what went wrong, why people are upset, how damaging it is and to whom, what the likely impact will be to your customers, your staff, your reputation. 2. Apologize and be sincere. Say you're sorry. Not that you're sorry that people feel bad or that you're sorry that people took something the wrong way. That's the same as telling them that they are to blame, not you. A phoney apology is no apology at all. We've all been on the receiving end of one of these and it only makes us more angry. Say you're sorry that you messed up. Explain what happened. If it's appropr...
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