At Noetic, our clients often hire us to help them understand their “WHO”—their customers and clients who make up their target audience. As a marketer, I always stress the importance of knowing the needs and desires of your target customer. This allows you to best communicate with them. It is paramount to understand this external […]
As marketing consultants, it shouldn’t be a surprise that we advocate taking the time to flesh out a marketing strategy. We often see our clients rush into execution – we can all be guilty of this! One area we see this most often is in messaging. The temptation is to narrow in on one message […]
In our last blog post, I shared top competencies where marketers need training. We talked about the Who-What-How marketing framework and the importance of deeply understanding your customer in order to convey the right messaging in the right way. Knowing your WHO allows you to dig for high value insights. In this post, I’ll share […]
“What are the top competencies where marketers need training?” The leader of a large marketing organization recently asked me this. It’s a great question. Not only did she seek to prioritize effort and dollars, she also asked the right question. Rather than focusing on the most important competencies to master, she wanted to know the right competencies to […]
Now that you are recharged after the holiday break, consider thinking about (or re-thinking) your organization’s 2017 goals and how you will achieve them. Do you have a good plan in place for the year? Do you feel stuck or vague on what you are striving to achieve? If you feel that YOU are clear, […]
It’s official: our brains love a good story. In fact, compelling stories have the power to change our attitudes, beliefs, and behaviors… but most of us aren’t confident in our ability to craft and tell stories that will move our businesses and careers forward. This can become a serious deficit, since career development involves convincing colleagues […]
Webinar trainings can combine the best of both live and online learning. Trainees get to interact with a live trainer who makes learning fun and memorable. Corporate Learning departments save considerable money on travel, minimize meeting expenses and conserve the precious resource of employee time. Unfortunately, webinar training is difficult to do well. Learning via […]
Marketers typically fall into brand portfolio management “after the fact”: you’re tasked with overseeing several brands—developed internally or via acquisition—but they don’t form a coherent whole. Perhaps most of your products or services share your parent company’s name but those acquired over the years do not? Or, conversely, your parent company has taken a “house […]
The brief is the cornerstone of any customer-centric B2B or B2C marketing effort. It’s where objectives, messaging, target audience, customer insights, metrics and channel approach come together in one key document that will keep everyone on track. But let’s be honest. Writing a brief isn’t always easy! And writing a brief brief (pun intended) is […]
Giving and receiving creative feedback is hard. For creatives, it can be dispiriting to hear your idea nitpicked to death. For marketers, providing relevant, actionable feedback is often a challenge. If you have ever wondered, “How do we work together to develop breakthrough creative?”, use the STRONG Creative Evaluation Tool as a step-by-step guide to […]