Make ‘em Love You: 10 Ways to Be the Client’s Go-To Supplier
External suppliers are critical to the success of nearly every business. Some vendors become trusted partners. Others have good intentions but struggle to deliver. A few fail so miserably they’ll never get a second chance. Over the past 20 years, my Cleveland, Ohio marketing agency has hired dozens of creative and production vendors. We’ve seen the good, the bad, and the ugly and we’ve gained... [Read more]
Cleveland Medtech Giant Wins with New B2B Marketing Strategy
Business-to-business (B2B) marketers often get mired in the details of the products they’re selling, focusing their marketing campaigns and sales tools on technical specifications instead of benefits. Philips Healthcare, a global medical technology giant with major operations in Cleveland, Ohio, took a different approach to the launch of a breakthrough medical imaging product line. Here’s how “radical”... [Read more]
4 Simple Lessons in Branding from Blackie, the Stray Cat
There was a stray black cat in my neighborhood near Cleveland, Ohio. The three little girls who live next door fell in love with him, so they convinced their parents to adopt him and make him their pet. And of course, they gave him a name: Blackie. I love this name because it’s so simple and descriptive. He’s a black cat; his name is his color. To a child, this makes perfect sense. My niece... [Read more]
And the Winner is…You! 10 Tips for Winning Business Awards
Winning awards for excellence is a valuable way to distinguish your company in a competitive marketplace, especially if you’re selling business services. Here are 10 tips for increasing your chances of success in business awards competitions and using awards in a smart marketing strategy. 10 Tips for Success in Business Awards Competitions Select the right competitions. Enter competitions that... [Read more]
B-to-B Marketing: The Power of the Personal Note
There’s a simple business communication tactic that can have a huge impact on how your clients and prospects feel about you and your organization: The handwritten personal note. Here’s why personal notes are so effective in building strong client relationships and how to use personal notes in your smart marketing strategy. Why Personal Notes Work Business-to-business marketers often use customer... [Read more]
