News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Ann Shea / Skyline Trade Show Tips / October 1, 2013
LinkedIn, especially when combined with Twitter and Google+, offers show presenters and attendees a way to connect with others before, during and after trade shows.
When you plan to attend or exhibit at a trade show, one of the first things you can do is determine whether there is a Twitter hashtag (denoted by a one-word keyword + the pound or # sign prior to the word) for the event. Hopefully event organizers have had the foresight to designate a short and unique hashtag. As an example, one of the largest trades shows every year is the Consumer Electronics Show or CES. The hashtag for recurring annualRead More
Vince Koehler / Sales Benchmark Index / October 1, 2013
The Holy Grail of 2014 Planning: Marketing Contribution as a % of Total Revenue.
2013 is the last year executives accepted activity-level results from marketing. CEO’s don’t accept activity reports from Sales leaders without revenue results. Expectations of marketing accountability have increased to the level expected of sales performance.
It’s easy to get caught up in reporting activity and miss the big picture. There is so much interesting click data available. Executive marketing leaders need to push the debris aside. Focus on the core business drivers thatRead More
David Meer, partner, Booz & Company / Strategy + Business / September 18, 2013
Imagine for a moment the following scenario: You and your fellow members of the senior leadership team are gathering in the conference room for a regular meeting with the CEO. She starts talking about a recent global economic forum where there was a lot of buzz about a technology that promises—or threatens—to turn the business world upside down. She turns to the group, with particular glances toward the chief marketing and chief technology officers, and asks, “What’s our strategy for dealing with this? Are we ready?” During the next few weeks and months, task forces form, new peopleRead More
Simon Hyoun / Hanley Wood / September 25, 2013
Let’s take as granted that most PowerPoint presentations are needlessly long and severely unattractive. Just thinking about the last one I sat through makes me reach furtively for my iPhone.
So why extend the pain of slide-based presentations by distributing them as an on-demand webinar? Instead, why not produce a simple, three-minute video that does the same job with more spontaneity, fun and visual elegance — at a comparable cost?
I’m talking about the whiteboard video, in which a subject-matter expert (SME) illustrates a concept on a dry-erase marker board. The best I’ve seenRead More
Dustin Clark / Business 2 Community / September 26, 2013
A marketing staff is only as good as its ability to bring in business and justify its budget. The best Chief Marketing Officers and Directors of Marketing know that proving ROI is the bottom line. And yet marketers keep making the same mistakes. Here are three digital marketing blunders that you can’t afford— and how to avoid them.
Planning without research
“Digital marketing strategy” is so common a phrase now that it’s not even buzzworthy. But when CMOs and their marketing departments get in a rush to adopt the latest social media, inbound and content marketing practices, they often